By Dennis Chung
During its first quarter report in late April, Harley-Davidson announced it was changing course on its “More Roads” business plan, replacing it with the new “Rewire” strategy. While Harley-Davidson has only described the new plan in broad strokes, we’re already seeing some signs of Rewire falling into place. As the Rewire plan continues to develop, we figured we’d look back at the previous plan to help us figure out where Harley-Davidson goes from here.
100 New High-Impact Harley-Davidson Motorcycles
The “More Roads” plan was announced on July 30, 2018, but the first inklings of it first emerged back in early 2017. It started on Jan. 31, with the company’s 2016 fiscal year presentation, when then-President and Chief Executive Officer Matt Levatich stated that Harley-Davidson would launch 50 new motorcycles over the next five years. A month later in a presentation for investors, that bold statement was replaced by an even bolder objective of launching “100 new high-impact Harley-Davidson motorcycles” over 10 years.
The first of these models came shortly after, with the Street Rod, but we didn’t really see how serious Harley-Davidson was about its 100-model plan until later that summer with the revamped Softail line. Not only did this introduce a completely new cruiser, platform, it also consolidated the Softail and Dyna families into one. These eight Softails were joined by five restyled touring models.
For those keeping score, that’s 14 new models, giving Harley-Davidson’s 100-model promise a good start. Of course, all of these new models stayed well within Harley-Davidson’s wheelhouse. One could argue that phasing out Dyna line was bold, but sticking with cruisers and heavyweight tourers for the first of these 100 new models was a relatively conservative move.
Enter: More Roads
It was the More Roads plan where we …read more