Ambitious new motorcycles.
Nine in fact for 2010 as Bill Davidson (VP of Core Customer Marketing) stated at last year’s launch of the new models: “We are thrilled to offer our customers nine new models and a full selection of products… that lets their enthusiasm for enjoying great motorcycles continue at full throttle!” [exclamation point added for emphasis]
There were exciting features – sarcasm alert – like “slammed suspension,” “an optional flame paint scheme,” “a larger front wheel,” “a new tail light assembly,” and a lot of something called “light and lean extreme.” Huh? It’s massive changes like these that are really going to bring in the customers. And with the unprecedented new plating process called “midnight pearl” used on the headlight cover, timer and derby covers, and fender struts young people will have these motorcycles flying out of dealers.
Now comes the introduction of the $35,999.00 MSRP Harley-Davidson CVO Ultra Classic Electra Glide. The equivalent of two Honda Civics LX’s which cost $35,210 and money left over to install the optional Moonroof! Or you could buy a tops down 2010 Lexus IS 250 Convertible for $35,495 and still have money left over for a kick butt pizza party!
My point? Can a 107 year-old brand truly command these premium prices in this economy or are they pricing themselves out of business? In Q3’09 Harley CEO Keith Wandell stated “… we are moving with the speed and decisiveness required to bring our business strategy to life…”, little did we know the change reference was how fast they can increase prices.
It’s only January and already been a long winter. Not enough time has passed to pay-off the holiday credit card charges so, as cool as it would be to ride this motorcycle a $10K down and 11% interest loan for 60 months would leave little discretionary funds to ride it anywhere!
Of course I might reconsider if they’d throw in a toaster.
Photo courtesy of H-D
but isnt it pretty mac
They aren’t worried about the working stiffs who are the ones who supported Harley back when it was struggling. Anyone who drops 36 large for a bike would never turn a wrench to even add highway pegs. Yep, they want the folks who will bring it back to the dealer for every bit of service and every accessory that they add to it. Only problem, besides finding folks with that kind of money, it will also take six months to get to the recommended 2,500 mile services.
It’s simple. Too bad Harlley does not get it. You can buy a 2010 Honda Gold Wing with all the same bells and whistles for $25,300 ………. $10,000 or 30% less, however you want to look at it …… The CVO Electrica Glide and the new Trikes at $32K to $36K tell it all. Their V-Twins are expensive and they did away with their Sport bike (Buell). Gee I don’t know why in the worst recession since ’29 H-D is having a hard time selling bikes???? But your right, their are pretty! H-D needs to get back to selling a goood solid basic bike and letting the rider customize it as H-D sells all the chrome crap a person couod want to hang on a bike.
Took delivery of my 2010 Street Glide just today. Bought from a low mark up dealer that was running an extra $2,000 off promotion. My cost was $19 more than I paid for my new Road King back in 2000. I feel like I got a deal and contributed to the economy’s rebound :<) . After pipes, chrome, motor work and other accessories, I still wont be in it the cost of a CVO. I'm happy…..
Congrats! If you’ll provide a paragraph on your buying experience I’ll post it to the blog. -mac
I do agree. And I let you imagine how true this is in France, same pricing in euros if you look at the exchange rate, that gives you a 49.921,31 USD
However I true love HD, this is why I bought a V2K
[...] a good store and I liked how they promote themselves to “the working man”. As you’ve said on your blog, Harley may be pricing themselves out of the market with those CVO’s. When you can draw a price [...]