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T H E L E A D I N G B U S I N E S S M A G A Z I N E F O R T H E I N T E R N AT I O N A L C U S T O M M O T O R C Y C L E A N D PA RT S I N D U S T RY
Harley Targeting “Many Roads” Out of
its Present Impasse with Updated Dealer
Strategy and 2022 Product Plan Reveals
s revealed when Harley-
Davidson released its Q2
2018 Fiscals (July 24),
the Motor Company
subsequently unveiled what it
had trailed as its “accelerated
strategy
for
growth”
announcement on July 30.
Called “More Roads to Harley-
Davidson”, it is a growth plan for the
period through to 2022 and adds
detail to the “what next” question
(following the M-8 Tourers and
Softails) in the context of CEO Matt
Levatich’s 10-year strategic
announcements made in January
2017.
“In a fast-changing world with new
consumer demands, these accelerated
actions support Harley-Davidson’s
2027 objectives with increased focus
and strategic investment to
reinvigorate the U.S. business while
accelerating the pace of international
growth.”
Levatich states that “the bold actions
we are announcing leverage Harley-
Davidson’s vast capabilities and
competitive firepower - our excellence
in product development and
A
Black
Brass
manufacturing, the global appeal of
the brand and, of course, our great
dealer network. Alongside our existing
loyal riders, we will lead the next
revolution of two-wheeled freedom to
inspire future riders who have yet to
even think about the thrill of riding.”
‘stronger dealers,
broader access’
Described as being the result of a
“comprehensive, top-to-bottom
assessment” incorporating a
“customer first” perspective, the
“More Roads to Harley-Davidson”
plan addresses three broad strategic
areas - new products, dealer strategy,
and how the plan will be funded – in
short, the latter is basically to fund the
new products from judicious
management of resources and smart
fiscal governance.
The headline news is of the new
products – in addition to the outcome
of the ‘Project Livewire’ program
resulting in new electric powered
Harleys on sale at some point in 2019,
the company has confirmed its long
rumored entry into the Adventure
Tourer market, which with a new
‘modular’ engine platform will address
the calls for it to finally make its brand
a significant player in the burgeoning
middleweight motorcycle market, and
to take the ‘Bar ‘n Shield’ into the
lightweight displacement segment,
especially in Asia.
In terms of its response to its tariff
driven announcements of June though
the company is still not yet ready to
announce where its European
inventory will be manufactured.
However, of equal significance to the
new model plans is that Harley has
now gone public with an insight into
the frustration it clearly has been
feeling with its traditional core dealer
Continues on page 6 >>>
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