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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Harley-Davidson 2014 Models Launch

2014 Ultra Limited

At the Harley-Davidson dealership meeting in Denver this morning, the company introduced eight new motorcycles for 2014. 

Proclaimed the largest new model launch in the company’s 110-year history, the eight new motorcycles feature improved power and braking performance, enhanced rider ergonomics, and styling updates.  The eight new models are the Road King®, Street Glide®, Street Glide® Special, Electra Glide® Ultra Classic®, Ultra Limited, Tri Glide® Ultra, CVO Ultra Limited and CVO Road King®.

2014 StreetGlide

All these motorcycles fall under a new product development moniker (“Project RUSHMORE“), announced about four years ago, with the intent to bring new bikes and features to the marketplace faster.  The key areas of RUSHMORE are:

Control:  The motorcycles will pass faster, stop quicker and allow riders to see farther at night.  Some models feature the new Twin-Cooled™ High Output Twin Cam 103™ while others get the new High Output Twin Cam 103™ powertrain – both with fuel injection.  Reflex™ Linked Brakes with ABS (Anti-Lock Braking System) is new for all models and the new Daymaker™ LED is also standard on some models while others get new Dual Halogen lighting.  The Linked braking, means braking with the front and rear wheels is synchronized and the system will automatically calculate the amount of braking that’s necessary under the existing conditions.

Infotainment: The Boom! ^™ Box infotainment systems feature voice recognition and touchscreen for music, GPS navigation and phone in motorcycling, with audio, Bluetooth^® connectivity, text-to-speech technology, plus support for intercom and CB communications in a single module.  H-D integrated the vehicle information in a single electronic touch screen.  There are five-way joy sticks on the left and right motorcycle hand controls for most of the system’s functions.

Feel: Aerodynamics and ergonomics are improved – with a new Batwing fairing with splitstream venting, which reduces head buffeting and with wider and deeper seats and new back and arm rests.  The motorcycle hand controls have been redesigned, and the number of dash gauges have been reduced from six to four — with temperature and oil pressure readouts moved to the electronic screen and the gauges made larger for better visibility.

Style: The function of several components are improved such as the larger Tour-Pak^® and saddlebags with convenient One-Touch latches, sleeker fenders, lighter cast aluminum wheels and intuitive hand control switches.

Other changes in the 2014 lineup include anti-lock brakes on all five Sportster models, a new CVO Softail Deluxe that comes with a detachable windshield with GPS navigation, Daymaker LED lighting and detachable saddlebags.  Also, the Twin Cam 103 engine is now standard equipment on the Street Bob and Super Glide Custom models.

On the surface the changes look positive and bring H-D more in alignment with the competition.  It’s peculiar that the motor company goes to great lengths to hype part of the “new” development process that now includes formal focus groups and events like motorcycle shows and music festivals, and simply chatting with customers!

Huh?  Is H-D marketing implying they didn’t have product focus groups prior?

I’m looking forward to getting a look at the bikes at the 110th Anniversary in Milwaukee.  I wonder how much difference the additional head cooling makes on the engine?  The new Boom! ^™ Box infotainment radio with improved connectivity and text-to-speech technology is a welcome update because the old radio was dated and in serious need of an update.

Photos courtesy of H-D.

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