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Harley-Davidson pushes back the launching of the Bronx and Pan America
You can blame the “Rewire” for the delay.
Harley-Davidson once had big plans of penetrating new markets and entice new riders into riding their motorcycles. This lead to the development of two anticipated motorcycles that strayed from the brand’s identity and attempt to test uncharted waters — at least for them. The Pan America was Harley-Davidson’s bet to penetrate the adventure tourer segment on which the weapons of choice were BMW, Ducati, or KTM motorcycles. Meanwhile, the Bronx is the brand’s attempt to attract younger riders with a middleweight streetfighter the likes of which were meant to compete emulate what Ducati did when they launched the Scrambler back in 2015, a motorcycle that no doubt saved Ducati, brought the brand back on the map and attracted newer riders.
Harley-Davidson’s website previously indicated that these two new motorcycles were listed “to be launched in 2020”. This was during the time when the company’s former CEO Matt Levatich launched his strategic plan dubbed “More Roads To Harley-Davidson” which envisioned pushing newer markets with an aggressive new product strategy. However, after a less than stellar sales performance, the brand’s financial position slipped further into a disaster, which was worsened by the COVID-19 global pandemic.
Now, the website indicates the Pan America and the Bronx as “coming in 2021” as the two new models are pushed back by “rewire” strategy initiated by their new President and CEO, Jochen Zeitz. The launch dates have been reset for simplicity to coincide with the riding season for full impact with full details, specs, and pricing about the new machines still being kept under the wraps. With Harley-Davidson currently going through one of its worst slowdowns in history, Zeitz is determined with its revamp over the brand’s overall strategic roadmap by refocusing on its core US market.
Harley-Davidson’s website also listed some electric bike concepts and a future high-performance custom model with a liquid-cooled engine. Speculations call for the possibility of calling the new model the “Bareknuckle”.
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