Harley-Davidson CEO Hints at Next Phase in Transition to Smaller Bikes with Launch of Exciting New Series

HARLEY-Davidson’s leadership has hinted at the brand’s upcoming shift toward smaller motorcycles with the introduction of a new series.

The iconic motorcycle manufacturer appears poised to embrace the growing trend of small-capacity bikes, offering more affordable models that could entice new riders to the fold.

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This information comes from MCN, which reports that the company’s executives are exploring entry into the low-capacity segment after discontinuing the entry-level Forty-Eight and 883 Sportsters in Europe.

Harley-Davidson is well-known for its larger cruisers but does have a number of lightweight models available internationally.

An example is the single-cylinder X440, produced by Hero MotoCorp for India, which features an attractive starting price.

Additionally, competing smaller bikes, like the Honda GB350S and Triumph Speed 400, have gained popularity in the UK market since their launch—prompting the American brand’s intention to capture a share of that market.

Kolja Rebstock, Harley-Davidson’s Vice President for International Markets, stated: “We lost volume when we discontinued the Sportster model line, which was previously very successful.

“Unfortunately, it wasn’t very beneficial from a financial perspective to the company. The challenge is determining how we can enter the market with smaller entry-level products while achieving the necessary financial outcomes.”

“Our R&D team is concentrating on this issue.

“There is clear demand—we cannot reveal specifics about what’s in development just yet, but we recognize the need for a pathway into the brand.”

He further noted: “We possess excellent production capabilities in Thailand.”

“A significant portion of our motorcycles for international markets are produced at this facility, and the feedback regarding quality has been outstanding.”

Transitioning toward lighter bikes aligns with Harley’s goal to diversify its customer base and change old perceptions about the brand.

Rebstock continued: “We must remain loyal to our core customers.

“However, the more we adhere strictly to that, the more we risk alienating ourselves if we fail to reach out to new [customers].”

Models like the Pan America and Sportster S are examples of this strategy, though the company is often still associated with its cruiser-heavy lineup.

“We are still often seen as the company that only produces Softail models, such as our iconic Fat Boy and larger touring bikes. However, that is misleading—we actually have a significantly broader model range,” he explained.

“I am often surprised when I engage with individuals who are unaware of the fantastic adventure touring motorcycle we have been selling since 2021, the Pan America. This bike has proven itself in the most challenging conditions, even during the Africa Eco Race.

“We also offer iconic models that appear to be unchanged, but constant evolution is taking place to modernize our bikes.

“We have a plethora of exciting ideas in the pipeline for the future.”

While making bikes more affordable is one focus, they are also looking to attract a more diverse audience.

Rebstock remarked: “I believe there is a significant opportunity for us to demonstrate our openness to women riders—this is a crucial market for us to tap into.

“[Especially as] certain markets are observing a trend where more women than men are obtaining their motorcycle licenses.”