Down in the Dirt with the Harley-Davidson's Adventure Bike

Polarizing Adventure

From small displacement motorcycles to balance bikes, Harley-Davidson is expanding into new markets. Set for a 2020 release, the Adventure Touring could be one of the Motor Company's most polarizing ventures to date. Tapping into the previously inaccessible 'adventure' or ADV rider segment, the move is part of the MoCo's bid to attract two million new riders to the fold by 2027. 

Dual Purpose

Harley-Davidson enthusiasts are forgiven for not recognizing an ADV motorcycle. The closest the Motor Company has ever come to producing an adventure bike was the Buell XB12XT Ulysses during the ill-fated partnership with the Buell Motorcycle Company. For the uninitiated, ADV bikes are purpose-built machines that can transition on and off-road, have long-travel suspension, dual-purpose tires, and a large cargo capacity luggage system. 

>>Join the conversation about HD's Adventure Bike right here in the Harley-Davidson Forum!

Sales Slump

First introduced as the Pan America, the moniker has since been erased. Naming conventions aside, the ADV market is one of the few segments experiencing growth. In all other sectors, manufacturers have been coping with a decade-long sales slump — Harley-Davidson is no exception. Reaching out to a new demographic is a strategic move, but sales activity will be the ultimate judge of the venture. 

>>Join the conversation about HD's Adventure Bike right here in the Harley-Davidson Forum!

Brand Loyalty

Harley-Davidson is facing an identity change. As their current demographic ages, there is a sense of urgency to produce new models beyond their current scope. In doing so, the new Adventure Touring will be pitted against a well-established ADV market replete with race-proven models that have seen decades of development. The more enigmatic issue is brand loyalty — another fierce divide in the ADV sector.

>>Join the conversation about HD's Adventure Bike right here in the Harley-Davidson Forum!

Cautious Optimism

The Adventure Touring is already a success to some extent. It has generated a lot of discussion in adventure bike forums that would otherwise ignore Harley-Davidson. The MoCo's ADV prototype has been received with cautious optimism. The general consensus is that the Adventure Touring will be a cross-touring bike rather than a full-fledged ADV machine. The classification is not a detractor, it simply identifies its market position. 

>>Join the conversation about HD's Adventure Bike right here in the Harley-Davidson Forum!

Paradigm Shift

Somewhat overshadowed by the future model hype is the newly-designed powerplant. The yet to be named, dual overhead cam, 60-degree 1250cc V-Twin is a thoroughly modern liquid-cooled engine. Harley-Davidson intends to issue a 975cc version in 2021, and a range of displacements in 2022. The new motor is indicative of the Motor Company's shift towards contemporary and emission-compliant designs. 

>>Join the conversation about HD's Adventure Bike right here in the Harley-Davidson Forum!

Advanced Modes

A prerequisite of ADV bikes is rider-assisted technology. In a 2018 Cycle World interview, Harley-Davidson Senior Vice President Chief Operating Officer Michelle Kumbier said the “Pan America will have a lot of advanced technology.” At the very minimum, the Adventure Touring will have to include cruise control, advanced ABS, ride modes, and traction control or it will be a non-starter in the marketplace.

>>Join the conversation about HD's Adventure Bike right here in the Harley-Davidson Forum!

Rugged and Capable

The Adventure Touring should occupy a sweet spot in the ADV market. Its main competitor is BMW, who outsells all others by a wide margin. The top-tier slot is the perfect spot for Harley-Davidson to get down in the dirt. Michelle Kumbier succinctly summed up the Adventure Touring, “It’s rugged, it’s capable, and I think what’s important is we did it our way...our approach is truly Harley-Davidson.”

>>Join the conversation about HD's Adventure Bike right here in the Harley-Davidson Forum!

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