Harley Announces 2024 "Returning Models" Already in Dealerships With New Model and Limited Edition Reveal Slated for Late January
In advance of what it is hyping as the 'Dawn of a New Era' when "additional new models" were slated to premier on January 24 (10:00 a.m. CST), Harley-Davidson exactly no new models in a January 03, 2024, announcement about its announcement - confirming only that returning (and apparently unaltered) new models were already in dealerships at that stage.
Described as a "portion" of its 2024 motorcycle line, and restricted to models already available at authorized Harley-Davidson dealerships globally at the start of January 2024, the limited-production 2024 models from Harley-Davidson Custom Vehicle Operations (CVO) and "more new Harley-Davidson motorcycle models" were slated for a "part deux" video reveal ("American Dreamin") in timing that, as much as anything else, has likely been optimized to maximize share price benefit -or ameliorate share price damage triggered by expected 2023 Q4 and full year fiscals that are likely to disappoint investors and their analysts.
The 2024 returning models "represent the following categories in the Harley-Davidson motorcycle portfolio, a collection of the sport’s most desirable motorcycles."
Grand American Touring: For riders responding to the call of the open road. Grand American Touring models take riders beyond the horizon with the comfort and community that makes the journey spectacular, from the company that started the cross-country experience.
Cruiser: Iconic and diverse styling - from nostalgic to very modern - is paired with the ability to customize and make the ultimate personal statement.
Sport: Industry-leading performance and advanced technology offer an exhilarating riding experience combined with styling inspired by Harley-Davidson heritage.
Trike: Harley-Davidson Trike models offer an appealing option for those who appreciate the confidence of a three-wheel platform.
Adventure Touring: For riders who want the ability to go anywhere, those who see touring as detouring. The award-winning Pan America motorcycle is a versatile and inspirational machine that makes any surface a road.
And that was it! Nothing about those returning models, as such, and therefore no insight into any that have been dropped, and, most unusually, nothing about there even being new paint, accessories (or G&A) options for them.
This edition of AMD went to press some ten days before the planned reveal, so we can't be sure what they are driving at, but, reassuringly, Harley did remind us that its brand "stands for the timeless pursuit of adventure and freedom for the soul" and that potential buyers could go to the website to learn more. Good then!
That was the wording of Harley's release, suggesting that if there are any new model announcements, they may well be in a new category. That said, the most widely expected 'newbie' for MY2024 would have been an additional, lower displacement 'Pan America' ADV model on the modular 'Revolution Max' platform. Despite the 'hoop-la' that BMW has successfully managed to create surrounding its heavily updated 1300 cc GS adventuring touring iteration, mid-displacements are where buyers are focused currently - especially in international markets.
As far as the existing categories are concerned, Harley's release was light on tech detail - in fact, there wasn't any - and even more surprisingly, shorter on the usual hyperbole.
However, AMD is led to believe that the MY24 V2.0 announcement should see some Trike news and the start of migration of Harley's VVT tech to the Touring lineup with new Street Glide and Road models - albeit on the 117" platform.
There will likely be eight existing Softail models continued for all markets, plus the existing Sport Glide for "international" markets. The Sportster S and Nightster options are continued. Some kind of new race style model is also speculated, but sans-VVT (which is odd if true).
All things considered, it doesn't look like the market is about to be treated to the kind of MY2024 that is needed. That was the wording of Harley's release, suggesting that if there are any new model announcements, they may well be in a new category. That said, the most widely expected 'newbie' for MY2024 would have been an additional, lower displacement 'Pan America' ADV model on the modular 'Revolution Max' platform. Despite the 'hoop-la' that BMW has successfully managed to create surrounding its heavily updated 1300 cc GS adventuring touring iteration, mid-displacements are where buyers are focused currently - especially in international markets.
As far as the existing categories are concerned, Harley's release was light on tech detail - in fact, there wasn't any; and even more surprisingly, shorter on the hyperbole than usual, simply stating a bunch of the blindingly obvious.