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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.

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

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Harley-Davidson is setting its sights on a new generation with smaller, more accessible bikes.Credit: Getty
Harley-Davidson logo on a motorcycle gas tank.

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Is Harley-Davidson ready to enter the small-bike market? The company’s VP for International Markets has indicated new models are in development.Credit: AFP
Harley-Davidson logo on a motorcycle gas tank.

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The American juggernaut seeks to expand its market by focusing on lighter vehicles and a diverse range of riders.Credit: Reuters

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.”

The new Harley Davidson is both “elegant and brutal,” featuring woven seats and stylish wheels—the rear setup has undergone a complete redesign.

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.”

Harley-Davidson Dealership Closures in 2024

Harley-Davidson operates over 650 dealerships across the United States.

However, multiple stores have closed for various reasons throughout 2024, often without any explanations.

Below is a list of some Harley-Davidson locations that have shut down this year and the reasons behind their closures:

A location in San Francisco closed in June 2024 after 110 years, citing ‘chaos’ caused by new management.

Miracle City Harley-Davidson in Titusville, Florida, ceased operations in September 2024 with no explanation provided.

Harley-Davidson’s legacy location in New York City closed on September 28, 2024, with the owner citing economic issues.

Reiman’s Harley-Davidson dealership in Kewanee, Illinois, closed in October 2024 after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.

Another Illinois dealership was shut down in November 2024.

Additionally, the dealership in West Bend, Wisconsin, is temporarily closing for the season from November 2 until April 1, 2024.

For 2025, Hideout Harley-Davidson in Missouri announced it would close at the end of March.

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Harley Davidson News

MotoGP and Harley-Davidson Unveil Global Bagger Series – Roadracing World Magazine

Harley-Davidson and MotoGP™ unveil a new global racing series set to launch in 2026. The upcoming Harley-Davidson championship will take place during six MotoGP weekends, pairing one of the world’s most iconic brands with the most thrilling sport on the planet.

Harley-Davidson and MotoGP are set to introduce a global racing championship featuring Harley-Davidson bagger motorcycles. Starting in 2026, this series aims to connect the dedicated Harley-Davidson community in the US with the exhilarating world of MotoGP.

This twelve-race series will be held at six Grands Prix across Europe and North America. Riders will compete on race-prepared Harley-Davidson Road Glide motorcycles, with each round featuring two races. The lineup is projected to include six to eight teams, each consisting of two riders backed by Harley-Davidson Factory Racing.

MotoGP and Harley-Davidson Unveil Global Bagger Series – Roadracing World Magazine
American Kyle Wyman (33) secured victory on his factory-team Harley-Davidson Bagger at Road Atlanta last weekend. Wyman shared on Facebook, “Today it was announced that a three-year deal has been struck to feature a @harleydavidson spec series. There will be 6 rounds in 2026, with plans to expand the series for 2027-2028.” Photo courtesy of Harley-Davidson.

Former MotoGP racer Bradley Smith (38) is now competing on a Bagger in the MotoAmerica Series for the factory Harley-Davidson team. Photo courtesy of Harley-Davidson.

“This marks an exciting new chapter for Harley-Davidson’s global racing aspirations. For over 120 years, Harley-Davidson has been at the forefront of performance, both on and off the road. Recently, we have emphasized performance through our involvement in the MotoAmerica Mission King of the Baggers series, as well as through our high-performance products like the new CVO RR motorcycle and CVO Road Glide ST. The overwhelming response from our riders and fans indicates a strong appetite for more,” stated Jochen Zeitz, Chairman, President, and CEO of Harley-Davidson. “We are thrilled to introduce a new form of racing to a global audience, blending our storied heritage with future aspirations while offering a spectacular addition to the greatest motorcycle event in the world.”

“Partnering with Harley-Davidson is an exhilarating opportunity for both organizations,” said Carmelo Ezpeleta, CEO of MotoGP rights holder Dorna Sports. “We provide a truly international platform for Harley-Davidson to grow its global reach, and they are ideally positioned to help us expand our sport to new audiences. This collaboration has significant potential for both our strategies and will create a captivating spectacle for fans, introducing a fresh twist to the Grand Prix weekends where the series will compete.”

Harley Davidson and MotoGP. From left to right, Carlos Ezpeleta, Jochen Zeitz, Carmelo Ezpeleta, Bradley Smith, Kyle Wyman and Jason Kehl.
Harley-Davidson and MotoGP: From left to right, Carlos Ezpeleta of Dorna; Jochen Zeitz, Harley-Davidson Chairman, President & CEO; Carmelo Ezpeleta, Dorna CEO; former MotoGP racer now MotoAmerica Bagger racer Bradley Smith; MotoAmerica Bagger racer Kyle Wyman; and Jason Kehl, Harley-Davidson MotoAmerica factory team boss. Photo by MotoGP.

Additional details, including the race calendar and viewing options for fans, will be released soon. For those interested in joining the expanding field or exploring sponsorship and media opportunities, please reach out via [email protected].

MotoGP Legend Randy Mamola performs a wheelie on a Harley-Davidson Road Glide King of The Baggers racebike during a demonstration in Barcelona last November. Photo by Michael Gougis.

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Torque of Steel – The Harley Davidson Series III

Torque of Steel – The Harley Davidson Series III

Artistic photograph of Harley Davidson Motorcycles

Posted by Dez Karpati Photography on 2016-11-26 21:08:28

Tagged: , Dez Karpati , Magyar , Hungarian , Photo , Foto , Photography , Fine Art , Photo Art , Famous , Black and White , B&W , Monochrome , Dark , Black , Dramatic , Abstract , Metal , Chrome , Motor , Bike , Motorcycle , American Icon , Americana , Custom , Milwaukee , HD , Harley Davidson

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Harley Davidson News

Hero MotoCorp and Harley-Davidson Collaborate to Develop New Motorcycle; X440 Series Set for Expansion

Hero MotoCorp has recently confirmed in a SEBI filing that its partnership with Harley-Davidson (H-D) will extend beyond the X440 model. The company announced the development of new variants of the X440 that will be available for sale in both India and select international markets, in addition to creating an entirely new motorcycle.
Also read: EICMA 2024: Updated Hero Mavrick 440 Revealed With Golden USD Forks, TFT Display And More

Hero MotoCorp and Harley-Davidson Collaborate to Develop New Motorcycle; X440 Series Set for Expansion

The X440 was the inaugural Harley-Davidson model resulting from the Hero-Harley partnership and was launched in 2023.

Also read: Harley-Davidson X440 Receives New Colour Schemes
The American motorcycle manufacturer collaborated with the Indian two-wheeler giant in 2020 to take control of the brand’s current sales and service network in India and to design premium models under the H-D banner. The first model, the H-D X440, was launched in 2023, followed by Hero MotoCorp unveiling the Mavrick 440 in early 2024. Speculation about a second H-D badged version of the 440 continues, particularly after Hero trademarked the Nightster 440 name earlier.
Also read: Harley-Davidson Nightster X440 Name Trademarked In India; Launch Likely In 2024

2025 Hero Mavrick 440 1

Hero introduced its version of the X440, the Mavrick, in early 2024, and the company recently showcased an updated Mavrick 440 at EICMA 2024 (pictured).

With the announcement of additional variants for the X440, the Nightster 440 could soon enter production.

Also Read: Witnessing The Making Of Harley-Davidson X440 At Neemrana Plant
Details regarding the new model remain speculative at this point, though the two companies may be looking to diversify their offerings in different market segments. This could entail introducing a larger capacity model in the 500 to 600 cc range or exploring options in the 350 cc segment to compete with brands like Royal Enfield.

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harley davidson 48 beautiful black series.

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Too much Glitter? – KL Bike Week Series

Too much Glitter? – KL Bike Week Series

A Softtail/Fatboy park at the roadside. with all the glitter and chrome. A wonderful balanced bike…..great for touring and easy riding.

Both sides of the road were lined up with these beauties, all ready for rumble.

PENTAX 67, Pentax SMC 105mm F2.4, Kodak Ektar 100, Wide Open

Posted by khai_nomore on 2010-08-04 06:09:12

Tagged: , PENTAX 67 , Pentax SMC 105mm F2.4 , Kodak Ektar 100 , Wide Open , 120 , Medium Format , SLR , Big Gun , Film , Negative , Scanned , 2500DPI , Canonscan 8400F , Kuala Lumpur , Bike Week , Rum Jungle , Harley Davidson , RM , Aut-Aut

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Custom Harley-Davidson Fat Boy and Breakout by Stockwell Design | Midnight Series



Midnight marks transition – a start for something new. The LIND x Stockwell Design Midnight Series showcases power, style, and …

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