Will Harley-Davidson's Icons Edition Motorcycles Hit the Mark?

For a new story to be told, the original story must be known.

The Harley-Davidson ElectraGlide Revival is an icon of Americana. It's a large, imposing machine that is powered by the MoCo's newest big twin- the 114 cubic inch Milwaukee 8. Despite its nearly 8 foot overall length, 63+" wheelbase, and over 900-pound curb weight, the ElectraGlide is a surprisingly nimble machine with great ergonomics, making the Standard version a staple among police forces around the country, as well as a favorite in the civilian market. While the new ElectraGlide Revival that you see pictured here is a "new edition" motorcycle, introducing Harley-Davidson's latest marketing strategy- the "Icons" editions, the ElectraGlide has been around for a very, very long time. 

What it was.

The 1969 ElectraGlide that you see pictured here was, without a doubt, a major source of inspiration for the marketing and design department in Milwaukee. And for good reason- it is a stunning machine. The model you see here is a 1969 Shovelhead with a kick and electric start, factory hard bags, a tour pack, and the optional batwing fairing. It's complete with whitewalls and two-tone paint and has the generously sized "buddy seat" that is big enough for two. The line of motorcycles that is the foundation for the ElectraGlide (and all of the Touring machines), is the FLH family. The folks at the MoCo named the FLs as they evolved- for example, the first FLs came with a hardtail frame, a springer front end, and a kick-starter as the only means of starting the mill. After the engineering department fitted hydraulic, telescopic forks on the FL, it became known as the "Hydra-Glide." The next logical step in the pursuit of comfort was to fit a pair of hydraulic rear shocks out back, making the upgraded machine a "Duo-Glide." The bike was still a kick-only machine, but in the mid-1960s, the Duo-Glide got fitted with an electric starter, changing it, once again, to what we know and love today- the "Electra-Glide."  

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What it is.

The whole consumer market seems to have been hit awfully hard by this difficult economy and the Harley-Davidson Motorcycle Company has had no immunity from these tough times. They have struggled to keep up with the newest, latest offerings of their competitors and have sunk hundreds of thousands of dollars into trying to build new, innovative motorcycles that consumers actually want to ride. The problem? Fewer and fewer people from the last two generations want to ride motorcycles. Our world right now seems to be revolving around a digital presence with internet-based activities like shopping, gaming, virtual reality, digital music, and social networking. Fewer and fewer young people are simply not going outside anymore and that is becoming more and more evident as each day passes. So, how do you get people interested in participating in those activities of days gone by? Easy...give them something nostalgic. Now before you say nostalgia is dead, explain why reality shows about buying relics from old barns, or why restaurants with vintage signage and antiques hung as decorations are so popular. America is a great country. Sure, we've got some problems, but by God, we used to be amazing innovators and, to some extent, we still are. While a lot of our youth right now might not appreciate the red, white and blue, young people from across the globe desperately want what we have. People all around the world collect vintage Americana and most people yearn for a time when the world was a little more beautiful, a little more simple and a lot more cool.

Enter, the ElectraGlide Revival. The first of a new, limited release, series of motorcycles that harken back to the images of days gone by, while still offering the latest technology and the most efficiency available.

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What's in store?

Harley-Davidson's marketing department is teasing us with the ElectraGlide Revival, calling it the first of a limited edition series of bikes that they have dubbed, "The Icon Editions." So the obvious question is- what's next? Will they bring back the Road King Classic? The FLHRC, as it's known by its technical name, was the relatively affordable, dressed-up, version of the Road King... before they discontinued it, that is. It used to have an MSRP of around $19k. That's a significant difference in price from the ElectraGlide Revival's hefty price tag of $29,999. Will the MoCo reintroduce the Springer Softail? Perhaps they will send us some version of a Wide Glide? Maybe they will offer the new water-cooled Sportster in a more classically styled bike? Regardless of what the folks in Milwaukee have up their sleeves, I'm sure it will be cool. The real question though, is will this marketing strategy actually pay off? Will these digital consumers who are living in a treacherously unstable economy, actually be willing to pay thousands of dollars more for motorcycles that are basically just fancy, retro-styled versions of the less expensive "base" models? 

>>Join the conversation about Harley's Icons Edition right here in the Harley-Davidson Forum!

It's only worth what someone will pay for it.

My dad taught me that something is only worth what someone is willing to pay for it. That rings as true with Harley-Davidson motorcycles as it does with automobiles, jewelry, guns, books, computers, and anything else offered for sale on the free market. Harley-Davidson still sells CVO editions every year; they still sell jackets for $500, and they will probably sell the limited edition Icon Edition motorcycles for $30 grand. Why? Because people love having something unique. With only 1,500 ElectraGlide Revivals being built for 2021, it's a safe bet for the MoCo to make. If they don't sell, they will have less than 1,500 to liquidate. If they do sell though, the Icon Editions could be a big win for H-D's marketing department.  

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Final thoughts.

With all these new, ultra modern-looking machines being offered, machines like the Livewire, the Sportster S, and the Pan America, the ElectraGlide Revival is a breath of fresh air... a modern-day version of a time capsule. It's a beautiful machine. The pictures really don't do it justice. To see the "Hi-Fi Blue and White Birch in person is simply a treat for the eyes.

As a fan of classic Harley-Davidsons myself, I can truly appreciate the vintage look. I'll admit though, I am spoiled by the conveniences of modern technology. Things like solid-state electronics that offer consistent, reliable performance, linked anti-lock brake systems, super-efficient fuel injection, electronic cruise control, and modern powder coated and painted finishes that stand up to the elements, simply make the motorcycling pastime much more enjoyable. 

While I may not be the first in line to buy one of these beautiful motorcycles, I would certainly not pass up the opportunity to own one if the right deal came along. The bottom line is this- the good folks at Harley-Davidson need to find any and every way to keep their company alive and their employees working. While the ElectraGlide Revival, and the whole "Icon Edition" series of motorcycles, is a bit of a gamble, they are proof that the MoCo is listening to us. Many of the older riders, the last of the Baby Boomer generation, have felt abandoned by Milwaukee over the past several years as the main focus has been to get the newer generations off the computers and into the saddles. The introduction of the Icon Edition motorcycles alongside the new performance-inspired offerings that are using the new water-cooled Revolution Max powerplant might just be a way for Harley-Davidson to bridge the gap between the generations, while still offering reliable, powerful, and beautifully crafted motorcycles for all of their customers. 

>>Join the conversation about Harley's Icons Edition right here in the Harley-Davidson Forum!

For help with the service and maintenance of your bike, check out the how-to section of HDForums.com