Among several initiatives included in Harley-Davidson’s Back to the Bricks strategy announced in early May, the relaunch of two entry-level motorcycles has local dealers encouraged for future sales.
Harley-Davidson CEO Arthur Starrs announced plans during the company’s first quarter earnings call on May 5 to relaunch two motorcycles – the Sportster and the Sprint – as part of an initiative to attract newer, younger riders through the bikes’ entry-level price tag and customizable nature.
The Sportster, a middleweight, highly customizable motorcycle with an air-cooled powertrain and an accessible starting price, will return in 2027 after five years off the market. The relaunch has been the most requested from both riders and dealers, the company said.
The Sprint, a lightweight, customizable bike suited for new riders, has not been on the market since the 1960s, though it resembles another late 1990s-mid 2000s model called the Hugger, said Robert Moakley, owner of the Wisconsin Harley-Davidson dealership in Oconomowoc.
Moakley is optimistic that the two new models will attract younger riders, fill a price point gap and substantially contribute to the dealership’s sales.
In addition to his ownership duties, Moakley has been involved the business’ Learn to Ride program throughout his nearly 20 years with the dealership.
“(The Sprint) is a bike that new riders can ride right out of the class,” said Moakley. “It’s the first time in almost 20 years that they’ve had that.”
The Sportster targets a similarly abandoned market, he said – one that contributes significantly to the brand’s total yearly sales. Moakley pointed to comments made by Starrs during a recent Milwaukee Business Journal event, where Starrs said the company typically sells about 40,000 Sportster models annually. Last year the company sold 132,535 units in total.
Moakley noted that his confidence in Starrs as CEO is a shared sentiment among other local dealers. Though Starrs mentioned during the earnings call that he has been to several dealers since he began his role in September of last year, he has yet to visit the Oconomowoc dealership.
Starrs did, however, visit Suburban Motors Harley-Davidson, a family-owned dealership in Thiensville, within his first few days as CEO. In fall last year, Starrs visited the dealership and acquainted himself with general manager Todd Berlin, who is hopeful about the return of the motorcycles and Harley’s new leadership.
“We’ve always danced with Harley,” Berlin said. “But when things change at Harley, we take it hard.”
Having seen the company cycle through leadership in his 20 years at the dealership, Berlin is feeling confident that Starrs’ initiatives are going to bring sales to the business.
“We all feel the same,” he said referring to the shared sentiment of other local dealers.
Arthur Starrs
Berlin anticipates both a rise in sales as well as a rise in the dealership’s parts and accessories business, given the customizable nature of the incoming bikes and their aftermarket value.
The relaunch of the two bikes is part of larger business plan which will include a heightened focus on the company’s dealership network, efforts to recapture shares, restructuring to improve cash flow and EBITDA margins, and leadership changes, some of which have already been made.
“I’m encouraged by the things that (Starrs) has done and by the things that they are talking about,” Moakley said. “I’m encouraged by the sincerity with which he says it also. I think he sees it much more than previous leadership did that if the dealers are healthy, by extension, the motor company is healthy.”
