Harley-Davidson's all-new custom motorcycle with a muscular stance, aggressive, stripped down styling and 1250cc of pure performance, is planned to be released in 2021.
The Milwaukee-based firm will grace the adventure touring space as well as introducing five new motorcycles under LiveWire electric family.
In a bid to attract customers globally, the company is also revamping stores, partnering with online retailers and launching a 1250cc custom model, Pan America, and a middleweight 975cc Streetfighter model in 2020.
Creating high-engagement customer experiences across all retail channels - including improving and expanding the company's global digital capabilities by evolving the Harley-Davidson.com experience to integrate with and enhance the dealership retail experience for existing and new customers.
New retail formats - including smaller, urban storefronts globally to expose the brand to urban populations and drive sales of the expanded Harley-Davidson product portfolio and expand worldwide apparel distribution.
Harley wants to woo younger buyers, particularly in fast-growing Asian markets including China and India, with nimbler motorcycles that have smaller engines.
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It will also "enable accessible price point for premium small displacement market entry", it added. All these motorcycles will be built on the new, modular platform.
Harley-Davidson is facing shrinking sales in its home market of the United States, and is hoping to broaden its appeal to new customers in a bid to invigorate sales.
In an investor communication, Harley-Davidson said, "We intend to enter into a strategic alliance in Asia to launch a 250-500cc motorcycle within 2 years in India, and into other emerging markets in Asia over time".
The company is getting aggressively realistic about its future, however, and taking some risks, not least of which is that production outside the declining U.S. market is likely to decrease. "Specific details on which products will be manufactured at which locations is still to be determined".
The company says that its new models are a survival strategy. "It's risky to think that motorcyclists aren't open-minded about other products and other brands", Levatich said. Royal Enfield for its part, is venturing into multi-cylinder mid-capacity motorcycles - the 650 twins - which will be launched later this year. The small-displacement bike will sit below the Harley Davidson Street 750.