Harley-Davidson’s introduction of the Street lineup back in 2014 was meant to satisfy a number of needs for the Motor Company. Emerging markets would be introduced to the aspirational American brand through less expensive, smaller displacement models, while simultaneously attracting new riders here in North America. Unfortunately neither of those things really panned out. Perusing the Harley Canada website after last week’s 2021 model launch, we noticed that the Street 500, 750 and Street Rod were noticeably absent.
Harley-Davidson Canada’s PR agency of record provided the following statement: “The Street lineup (Street 500, Street 750 and Street Rod) was discontinued from the MY21 lineup globally. Harley-Davidson does not release units sold per model or projected sales. Our company is committed to serving the needs of a broad range of riders and does not comment on future products or product strategies.”
So no “official” word on why they were cut or what will be replacing them. As we were not provided with projected performance or sales numbers, we are left to speculate. This is no doubt part of “The Hardwire” strategy rolled out by new CEO Jochen Zeitz last year. It replaces the previous ambitious plan to add more markets and models by scaling back to focus on the core business in the most profitable areas.
Last September we reported that Harley-Davidson was leaving India with its tail between its legs. It seems that they simply couldn’t get a foothold in one of the world’s largest motorcycle markets.
The Street had Harley-Davidson’s Revolution X engine, with a non-traditional (for Harley) 60-degree liquid-cooled V-twin. The entry-level 500 was offered at a starting MSRP of $6,999 for 2020. The Iron 883 now offers the smallest displacement and lowest pricepoint in the Harley-Davidson lineup at $11,499.
When they first came out I saw one at the local lumber yard that they were raffling off. I stood there looking at it and noticed 3/4” of thread sticking out past the nut on the swingarm bolt ! Then up on the handlebars the clamp casting that holds down the handlebars had the crudest cheap stamping HD logo I’d ever seen. Junk – pure junk.
Pity. They should have continued the project, but redesign the chassis as a middle weight adventure bike. With modern technology like switchable ABS, ride modes, etc. Keep the seat height low-ish by not attaching unnecessarily long travel suspension, although that could be offered n an upgraded model. Then use that platform going forward.
If the build quality was good enough and the platform competitive in the market they would have sold, I think.
Is it possible that HD have pigeon-holed themselves to such an extent that they cannot succeed beyond the heavyweight cruisers and touring models?
The Street lineup woulda, coulda, shoulda been the Motor Company’s boost into the 21st century.
Instead the bikes were bolted to dealers’ showroom floors. Cheap finish and lack of retailers enthusiasm sealed the fate from day one.
The fundamental platform is sound, come on Harley upgrade it and give it another chance ?
You’re right. It worked in theory, but not in practice. Fit & finish were not up to HD standards and dealers were far happier to sell customers larger, more expensive models. It was a nice little engine though – shame the whole project has been axed. But then again, that’s coming from a former V-Rod owner, so…
Crickets chirping…
The silence is deafening…