Will Harley Davidson Motorcycles Soon Be Only For The Wealthy?
There are concerns HD Is evolving into a ‘luxury brand.’
Harley Davidson motorcycles were never considered cheap, but the Motor Company’s long and intimate relationship with blue-collar workers and ex-military has brought it through many hard economic times.
But, is that long relationship now in danger? HD is fresh off an unexpectedly good quarter, and that is largely due to its sale of expensive, high-end custom bikes.
Will that be the trend from now on: to sell Harley Davidson motorcycle as status symbols for rich guys who want to pose as biker-gangsters?
Big Letdown
Let’s hope not, and I doubt seriously HD is dumb enough to sever that connection. But there is no denying the Motor Company has been focusing on high-end pricing recently, at least in part to appease stockholders.
There was some excitement when HD teased a major announcement earlier this year. Was it a new bike? Speculation was rampant in the Harley world.
But, no. The big announcement turned out to be a new paint series called Apex, which was introduced to the public at Sturgis this year. But, if you have a sportster or softail, forget it. The expensive new “factory custom paint” is only for the more expensive Grand American Touring bikes.
Ritzy New Touches
On the 2022 Ultra Limited, for example, the Apex treatment adds $4,395 to the MSRP of $29,169.
It’s also available on the Road Glide Special, Road King Special, Street Glide Special and Road Glide Limited for thousands of dollar over MSRP.
No problem. Adding ritzy new touches on already expensive products is a tried and true way for a company to make a few extra bucks during hard times, and besides those who can afford such high-end bikes won’t mind.
Oh, Those Surcharges
But, prices on other popular HD motorcycles have risen significantly, mostly due to the pandemic and its supply chain problems.
Pretty much anybody who has shopped around recently for a new Harley has stories to tell about sales people demanding thousands of dollars over MSRP, along with all the other “extra” fees listed on invoices.
In July of last year, the Motor Company said it was adding a surcharge of two percent to offset the higher price of raw materials and freight inflation, but potential buyers have complained that surcharge from individual dealers is frequently higher.
Dramatic Changes
Sportsters have generally been considered the entry-level bikes for Harley, and the class has seen dramatic changes.
In 2019, the year before the Covid pandemic, there were seven sportsters and three of those cost less than $10,000. The cheapest was $8,699 and the costliest was $11,300.
This year, there are two bikes in the “Sport” class, the Nightster and Sportster S, at a cost of $13,500 and $15,500 respectively. The Iron 883 and 48 – former sportsters now classified as cruisers – cost $11,249 and $12,300 respectively.
‘Premium’ vs. ‘Luxury’
So not only is it more expensive for seasoned Harley riders to upgrade, it is less accessible for new riders to gain entry to the world of Harley Davidson.
CVOs and over-priced paint may help in the short term, but will they sustain the company over time? Hopefully, when the economic dust clears, those surcharges will disappear along with malevolent microbes and speed bumps in the supply chain.
Then Harley Davidson should go back to catering to its long-time, loyal customers to buy its “premium” motorcycles and let the well-to-do fat cats spend their cash on “luxury” bikes.
Photos: Harley Davidson
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