Dyna , Dyna – wherefore art thou Dyna ?
From the outset , let me state quite clearly that the new Softails do appear to be “ good bikes ” – not only in the context of Harley offers to date , but also in more general terms . They raise the prospect of cruisers that could maybe match ( or at worst get closer to ) the kind of performance and handling that Japanese manufacturers have been offering this past 20 years or so , and for those who are ‘ Bar ‘ n Shield ’ loyalists and able to afford the kind of price point range being asked , they will , no doubt , mark a satisfying leap forward . A different character of cruiser and riding experience to that which the archetypal fortysomething and up Big Twin buyer is accustomed to , but nonetheless one that , once they are used to it , may raise the “ why weren ’ t they always thus ?” question , rather than nostalgia for Softails past . Rumors abound that a new FXR is on the way , possibly even as early as November this year , and if that is the case , then okay , fair enough . But if it , or a broadly alternate platform to the much loved FXR of yore hasn ’ t been launched by , say , the summer 2018 / MY2019 announcement at the latest , then sad to say that the momentum will have been lost , and this this year ’ s announcement will be left to be seen as strategically flawed . If mono-shock rear suspension and improved chassis manners are such a great thing , then how does that translate into saying Softails good , Dyna bad ? Why kill off the one Big Twin platform that was in the vanguard of effectively speaking the ‘ New Gen ’ and the more discerning and demanding of riders , because the Softails can be improved when its characteristics are already a mono-shock and a better handling chassis ? As to the “ legacy ” that the Softail brand theoretically represents , where is the corporate memory ? It looks very much like Harley is “ clearing the decks ”, and it is to be hoped that is the case , and that the 2018 Softails are not the “ primary ” development for the foreseeable future . Their Tier-1 vendor community is intimating that there is plenty more to come , both in terms of market sector and displacement platforms , though , as to be expected , they remain tight lipped about what might make it to market and when . The twin plans of attack – more and better newer models and more riders - make sense , and as this edition of AMD Magazine went to press in advance of AIMExpo , it is to be hoped that the keynote speeches to be given by Messrs Levatich and Wine will cast light on their plans and thinking in terms of growing the “ sport ”. The theme for their September 21st speeches is “ The Future Starts Here ," and taken with the MIC ’ s own plans to announce what it is hyping as a major initiative , let ’ s hope there is lead to that pencil . As Tim Buche , CEO of the MIC , is quoted as saying :“ The moment has arrived for everyone in this great industry to have a role in building the road to our future .” Never a truer word spoken – the motorcycle market in general in the United States , and the V- twin market in particular , is in parlous condition . The market in Europe , and the economic conditions in the 19 countries that are a part of the Euro currency zone , are much better than in the United States , but even there , in motorcycle terms , the return to growth since the “ broad U-curve ” of the downturn appeared to have been transitioned , has hit a bump in the road . There will have been growth in Europe by the end of 2017 , but the Euro 4 effect ( and other factors ) has adversely affected the official versions of the new model registration statistics , and Harley ’ s previously strong growth in Europe has stalled this year . In the U . S . A ., there is a toxic perfect storm of economics and demographics at play , and
‘ Harley is Dad Dancing ’
while Buche is right that all must “ man the pumps ” where the industry is concerned , Harley ’ s fortunes are entirely in their own hands , but sadly toe-stubbing appears to be continuing as the order of the day . The abject failure and massively negative reaction they garnered from the very groups they were trying to court , as a result of their ill-judged and eye-wateringly huge investment in a social media based launch campaign and its mostly unconvincing selection of “ influencers ” to champion the 2018 model range , has probably set them back rather than enhanced their efforts to “ outreach ”. Especially given the inappropriate price-points of the models they were trying to pimp to an audience who likely haven ’ t had their first bank accounts very long . is the price-point issue that Harley-Davidson appears reluctant or unable to address . It The international motorcycle market is soon to be awash with singles , twins and even
triples in the 350 to 750 cc bracket with entry level price points of around $ 7k . Manufacturers such as Yamaha ( with its “ Legacy ” and “ Yard Built ” programs ), Triumph ( with its Bajaj tie-up ), Norton ( with its Zongshen deal ), Royal Enfield and even BMW ( among others ) are demonstrating that highly tuneable and customizable retro and contemporary styled machines that speak to the New Gen audience are within reach for any manufacturer . Where is it written ( other than in onerous employment regulations , bureaucracy , costs and Union contracts ) that Harley-Davidson cannot be at the forefront of that wave ? They should be , and they need to be , if they really are to grow a next generation of “ Bar ‘ n Shielders ”. Harley must stop making a fool of itself with its “ Dad Dancing ” attempts to be cool . Legacy doesn ’ t come with the swipe of a card . Harley needs to engineer its way out of its hole , not keep digging – please , someone take that shovel off their marketing people ! Provided there are enough people willing to engage with two wheels , build the bikes and they will come ! If you ’ ve learned nothing about how to influence ‘ Millennials ’, there ’ s lesson 101 right there . They will make up their own minds based on what they are offered , not on how they are offered it . They don ’ t want to be courted by “ The Man ” any more than the Boomers did on leaving the movie theater after seeing Fonda and Hopper giving voice to a generation in 1969 . They are prepared to be led to the water just like any consumer group , but best of luck with trying to force them to drink – it has never worked before , so what makes anyone think it could work now ? When it comes to marketing , someone at the Motor Factory needs to take a “ subtlety ” pill , and when it comes to engineering , someone needs to take more notice of what is going on outside of the reach of their Legacy .
Robin Bradley Co-owner / Editor-in-Chief robin @ dealer-world . com
4 AMERICAN MOTORCYCLE DEALER - OCTOBER 2017 www . AMDchampionship . com