The Tide is Turning, Middleweight bikes are coming back

Alan Masters

You know the tide is turning when a manufacture such as Harley-Davidson introduces a new model line up of intermediate machines. Enter Harley’s new 500cc and 750cc V twin powered motorcycles which Harley says are designed for specifically urban riding. I had hammered this fact in my previous editorials for some time that the key Motorcycle manufactures marketing people were missing this changing tide! The “penny has definitely dropped” at Harley who clearly have read the market correctly. Increased regulation and escalating insurance costs have continued to suppress sales in the motorcycle industry. Harley’s new middleweight machines are designed to attract entry level riders and in particular, the 750cc XTM powered unit will definitely appeal to the younger generation. The 750cc XTM is especially significant since engine capacity is kept at that 750cc insurance surcharge boundary. Pricing also appears to be well in line at around $7,500, US for the 750 and $6,500 for the 500. I’m sure Harley’s gurus have realized the less cash strapped “Boomers” are gradually fading away and Harley needs to find a way to fill the vacuum by targeting the younger generation. We should remember what has happened with this same younger generation in the car industry! Interest in Sports and high capacity performance cars have dwindled in favor of automobiles that offer lower insurance costs and better fuel economy! I’m sure other MC manufactures will soon be on board with new and exciting intermediate machines. From my perspective, I can’t wait to test ride these new Harley’s when they arrive at my local shop and look forward to seeing this segment of the market expand.

Cheers!
Alan Masters