The H-D 21 Virtual Launch

H-D 21 Virtual Broadcast

The H-D 21 virtual broadcast was an all digital event to announce new 2021 motorcycles, parts and accessories.

The new model launch yesterday came less than a year after the motor company reported plans to streamline its product portfolio by 30% while overhauling its launch timing (historically every August) and go-to-market practices for maximum impact.

As soon as the media, dealers and consumers logged into the Harley-Davidson online portal, I knew this year’s product launch was going to be … different.

The event opened with a long video montage on the joys of the motorcycling experience.  I watched Jason Mamoa gush about his Harley family, or “Ohana” — you’ll remember him as Aquaman.

As someone who has served time in the trenches creating marketing campaigns, this was the traditional entertainer-as-a-promotional vehicle initiative.  The idealized figure introduced Harley-Davidson CEO Jochen Zeitz who teased the audience with a number of motorcycles and projects that he apparently can’t speak about yet.

Huh?

As the motorcycle launch wore on, with a selection of motor company smooth-talking prognosticators from various departments sharing bits of information about updates to Cruiser, Touring and CVO models, the value of an all-virtual Harley-Davidson product roll-out actually became less clear. The new products, which we usually look forward to, felt less exciting. It’s hard to determine the viability of any product by watching a slick video about it in a browser. The discussions about the Harley-Davidson future of motorcycling felt less like revelatory conversations and more like a TED Talk that I’d scroll past in my Twitter feed.

For me the serendipity of discovery was gone. One of the most exciting parts of a product launch has been finding out about something or learning about something new through pure chance. At a virtual H-D 21, that’s a virtual impossibility.

Street Bob 114

But, I’ve digressed.

Cruiser Updates
Harley stated that the Street Bob 114 is the lightest Softail model to be equipped with the Milwaukee-Eight 114 engine. The legendary Fat Boy receives refreshed styling for 2021, getting brilliant chrome instead of satin chrome on the engine and exhaust, the front end, the rear fender struts and console.

Touring Models
The 2021 Touring lineup includes three baggers that feature the Milwaukee-Eight 114 motor: Road King Special, Road Glide Special and Street Glide Special. The Street Glide Special and Road Glide Special get new two-tone paint options, and a choice of a blacked-out or bright chrome styling treatment – a choice between dark and sinister, or brilliant and more traditional.

Fat Boy

Road King Special and Street Glide Special models get a new brilliant Daymaker LED headlamp. All Harley-Davidson Touring models that are equipped with the colour touchscreen Boom! Box GTS infotainment system that now have Android Auto and Apple CarPlay compatibility. The feature requires a wired connection to a smartphone rather than going through Bluetooth.

CVO Models
Custom Vehicle Operations (CVO) motorcycles are the poster child for Harley-Davidson’s styling and performance. The Milwaukee-Eight 117 V-Twin engine is exclusive to CVO models as standard equipment. For 2021, the CVO Street Glide and CVO Road Glide models receive all-new Harley-Davidson Audio provided through an exclusive partnership with Rockford Fosgate.

CVO Limited

The audio systems, featuring speakers and amplifiers, were designed specifically for Harley-Davidson motorcycles. These components will also be made available through Harley-Davidson Genuine Motor Parts & Accessories for 2014 and newer Touring models equipped with a Boom! Box infotainment unit.

The 2021 CVO models (CVO Street Glide, CVO Road Glide, CVO Limited and CVO Tri Glide) all feature new paint options and styling features. All four CVO models are also equipped with RDRS safety equipment, including Cornering Enhanced Electronic Linked Braking, Cornering Enhanced ABS, Cornering Enhanced Traction Control, Drag-Torque Slip Control, Vehicle Hold Control, and Tire Pressure Monitoring System.

Pan America 1250

Pan America Global Reveal
The upcoming and over exposed Pan America 1250 adventure tourer was previewed in the virtual launch broadcast, but the most important details weren’t provided as it’s official launch is set for February 22nd. Mark your calendar and register for the event HERE.

It will be interesting to compare how this virtual launch broadcast performs in attracting potential motorcycle buyers and if it will drive demand for products or make an emotional connection to the Harley-Davidson brand.

It’s been my experience that: “People don’t buy “what” you do, they buy “why” you do it.”  — Simon Sinek

Photos courtesy of Harley-Davidson

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Gypsy It Up

Gypsy’ed up ride…

Are you all about bagger bling?

The “bling” refers to any unnecessary accumulation of shiny and glimmering metal.

There is a place for those who can’t stop called the chrome asylum because of bagger bling gone wrong!  Like the rider in this photo…

In my view it’s an example of too much chrome swag.  Some might even think it’s hideous and wholly unnecessary, but as we know there is no accounting for good taste with all the riders out there.

We know that straight off the shop floor most Harleys shine more than your average foreign made motorcycle, and for those that like their ride to blind the onlookers, there’s a seriously fat accessory catalogue full of go-fast bits, chrome doo-dads and custom add-on’s.  Not to mention all the 3rd party catalogs and online part suppliers.

Is it possible to have too much chrome swag?

Clearly!  You’ll know it when kids point, dogs bark and other riders do a double-take.  It’s often described as: “They sure Gypsy’ed up that ride”…

A reference to the bright and flashy which is often associated with folks exoticising voyeruism or wearing Esmeralda-like headscarves, or running psychic healing parlors.  I realize that’s a less than positive cliché, and mean no disrespect.  The Gypsies are fascinating people with an incredible story.

But, creative enhancements and all that chrome is so addictive.  Rainy weekends can be spent pouring over the parts book, matching gas tanks with seats and sissy bars, and tossing up whether to splurge on the chrome rocker covers to match the new floor boards or save up for the titanium lifters.  For those with both a hunger for lots of shiny things and the means to satiate that need, Harley-Davidson is there for you and the endless fun.  They are single-handedly responsible for promoting, propagating, passively approving and ironically being amused by all aspects of the ‘bling’ culture.

I suffer from what’s called the chrome cooling effect – most often called “Bling Delete” and has only increased the flat black or black anodized popularity.  It used to be done by ‘rattle can’, but now manufactures have combined billet aluminum with black anodized finishes to provide riders the perfect mix of function and aesthetics.  There are as many if not more flat-black or deep-cut, black anodized billet accessories as chrome, so if you’re into the less is more glamour, you have lots of choices.

Clearly motorcycle enthusiasts have become “creators”, in which motorcycles are the canvas.

Stay shiny my friends.

Photo courtesy of HOG Asia. Gypsy’ed term courtesy of Hal.

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