There is more to the price than just the price of the bike itself. The "out the door" price is what matters most...after dealer preparation, inspections, transportation and anything else they can slip in there. Then subtract free services and discount on sales after purchase. If you are financing through HD then the rates/terms may vary depending on what you will fall for...many, like me, feel it is advantageous to finance elsewhere.
John
My dealer was willing to knock $500 off list because of the comparable trade incentive, if I didn't trade. That got the price down to $17,700 on a '10 Scarlet Red Heritage.