Harley-Davidson hints at return to small-capacity bikes as global market shifts

Harley-Davidson is feeling the pinch from the modern world of motorcycles. Like many manufacturers, it’s selling to an aging demographic, and with many bikes in its range sitting in the upper premium segment, lots of its offerings are out of reach.

That’s a situation that needs to change, something that Harley-Davidson’s VP for International Markets, Kolja Rebstock, confirmed in an interview with MCN. In the interview, Rebstock admitted the brand is actively looking at ways to re-enter the lightweight segment.

Harley previously had a foot in the door in that capacity and price point, thanks to the long-running (and hugely popular) Forty-Eight and 883 Sportster models. The engine that powered both of those bikes, and was available in 883 and 1,200cc versions, was deemed unfit for future Euro regulations - and you could trace its DNA back decades. But it was much loved, and was much easier to fiddle and and fettle with compared to Harley’s water-cooled V-twin engine, the Revolution Max.

For a company that’s built its name on big V-twins and long-legged cruisers, the shift to smaller, more affordable machines might feel like heresy to some, but it could be exactly what the brand needs.

“We lost volume when we discontinued the Sportster line-up, which was very successful,” Rebstock said. “Unfortunately, it wasn’t contributing too much from a financial point of view to the company.”

In other words, the bikes sold, but didn’t earn. Now the challenge is finding a way to bring in new riders without blowing the budget or compromising what makes a Harley a Harley.

One route is already paved. The X440, a single-cylinder roadster built in collaboration with Hero MotoCorp. It’s a bike already available in India, but for some reason has remained out of the European roster. It does play a part in the US Harley-Davidson story, albeit is a training bike used only at H-D riding schools - called the X350RA. The reason it was chosen for this task was because it’s light, simple to maintain and repair, easy to ride, and cheap. But all of those traits would also make it an ideal first rung on the ladder of Harley ownership.

It’s a bike like that, along with metal from the rest (see Honda GB350S, Triumph Speed 400, and Royal Enfield Hunter 350) are carving out serious market share in the UK and Europe. With sales of the Speed 400 being nothing short of stellar in its first couple of years since its launch, it’s hardly surprising that H-D top-brass want in on the party.

“We understood that we need a stepping stone into the brand,” Rebstock added. “There’s a need, I can’t disclose what’s in the pipeline, but people in R&D are focusing on this topic.”

Harley’s production facility in Thailand is expected to play a key role in whatever comes next, especially as more international-market bikes start rolling out from the plant. But this isn’t just about engine size or production lines. It’s about perception. Harley wants to be seen as more than just the Fat Boy company.

“We are still seen as the company that has only Softail models and big touring bikes,” Rebstock said. “But that’s not true, we have a much wider model range.”

And while it's true that Harley-Davidson’s range is much wider than ever, covering true adventure bikes for the first time in years, the perception to many riders and non-riders is that Harley is still all about big chrome and tassled leather. Appealing to new riders, without alienating the dyed-in-the-wool hardcore, is a tightrope Harley is going to have to tread very carefully.

“It’s a huge opportunity for us,” Rebstock said. “We need to stay true to our hardcore customers, but the more you do that, the more you risk isolating yourself if you’re not bringing in new riders.”

Whatever Harley does to turn the tables remains to be seen, but from Rebstock’s comments, it’s clear that a smaller capacity future for the American brand is definitely on the cards.

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