Motorcycle

Harley-Davidson returns focus to core products with icon collection

The 2021 Harley-Davidson Electra Glide Revival is the original 1970 Harley-Davidson FLH Electra Glide next to its inspiration. (Geoff Allen /)

In 2018, Harley-Davidson By entering new markets such as, we first announced a More Roads strategy with a partial focus on “building riders.” Small displacement And Electric bike, CEO at the time Matt Revatic “Harley-Davidson is symbolic because we have never been stationary.”

The steady movement of the company is important, but it’s an icon because Harley-Davidson is a coherent anchor in a changing world. The Motor Company, which has been producing motorcycles for almost 120 years, has become a centerpiece of American culture by sticking to the same design principles each year.

Well, the More Roads plan is almost abandoned, Harley Davidson’s New Hard Wire Agenda Returning the company’s main focus to core products such as heavyweight cruisers and touring motorcycles.

The first action in line with this new plan is Launch of Icons CollectionIs a limited production line of motorcycles that honors both iconic past designs and future icons. Behind this new collection and its first bike, the 2021 Electra Glide Revival, is Brad Richards, vice president of design for HD.

“We found that we could further implement these ultra-niche design ideas by creating some kind of bike family with a very limited number of serialized bikes, for example at the design table. “Like this bike sitting in front of me” We moved to revival when we sat outside Old Place, a historic and rustic restaurant in a canyon in northern Los Angeles.

The classic Electra Glide insignia adorns the revival front fairing and the FLH behind it.

The classic Electra Glide insignia adorns the revival front fairing and the FLH behind it. (Geoff Allen /)

The collection was established based on certain basic rules. First, each bike is produced only once, serialized and limited to 1,500 motorcycles worldwide. Second, they had to be priced within a reasonable range of other models and weren’t overpriced due to limited execution. And finally, each bike was a Harley-Davidson bike. We needed to celebrate certain important moments in history.

Morgan and Brad Richards have been side by side on two Electra Glide for 50 years along Malholland Drive.

Morgan and Brad Richards have been side by side on two Electra Glide for 50 years along Malholland Drive. (Geoff Allen /)

The new Electra Glide Revival is a homage to the 1969 FLH Electra Glide. The original FLH demonstrated the transition from the early touring, where owners strapped leather saddlebags and windshields, to what the Motor Company calls “Grand American Touring.” These were only offered as accessories and were not color matches. So today you can see them in this birch white. Still, it was the first appearance of a silhouette still present on the Harley-Davidson bagger, which lasted more than 50 years.

The original FLH had a hydraulic pogo seat, and the new model had a shock under the solo saddle.

The original FLH had a hydraulic pogo seat, and the new model had a shock under the solo saddle. (Geoff Allen /)

The Revival chassis is the latest set of street glide on chrome spoke wheels with whitewall tires. Milwaukee Eight 114 Engine, And chrome rails around the saddle bag, front fenders and spring-loaded solo seats. It’s parked next to the 1970 Electra Glide, but it’s about the same size. The proportions are consistent, and the 2021 model has speakers and an infotainment screen, but it’s not as cluttered as the classic model, which requires only a windshield. Fusion of technology without breaking the form of the bike.

“Over the years, the design and engineering teams have been very careful about the evolution of form factors,” says Richards. “Because the parts are similar, many of these early designs can be duplicated. Visually, it’s so easy to establish a connection that in the future there are all sorts of opportunities to do great things. It will be opened. “

Classic style and modern performance-The Electra Glide Revival is an easy-to-assess machine.

Classic style and modern performance-The Electra Glide Revival is an easy-to-assess machine. (Geoff Allen /)

It’s no surprise that Richards can’t say exactly what this future is. He suggested: “I can assure you that it will be as dramatic as this bike, but it will be for another generation.”

The Icons program provides designers with a way to express and explore more niche ideas without meeting the demands of mass production and mass appeal.Such a famous machine XR-750 Race Bike Or Sportster XLCR Cafe Racer has room for reconsideration In a whole new way. Or what if the following discontinued model? FXR And Dyna Is it possible to re-appear as a limited FX Super Glide Revival or FX RS Sport Glide? This focuses on the Harley-Davidson core in a new and exciting way. This is a clear statement of Harley-Davidson’s timeless message, a return to the brand identity we know and love, after a period of uncertain change.

Looking side by side, it's easy to see how Harley-Davidson was able to maintain similar ratios from one machine to another.

Looking side by side, it’s easy to see how Harley-Davidson was able to maintain similar ratios from one machine to another. (Geoff Allen /)

“If you play the same riff over and over, it’s a failure,” says Richard. “We need to move around and stay fresh and ask people what’s coming next. I don’t think there’s an era of exclusion.”

The Electra Glide Revival model is limited to 1,500 units of serial number and will not be reproduced.

The Electra Glide Revival model is limited to 1,500 units of serial number and will not be reproduced. (Geoff Allen /)

Electra Glide Revival is only available in Hi-Fi Blue / Birch White and has a suggested retail price of $ 29,199.

Electra Glide Revival is only available in Hi-Fi Blue / Birch White and has a suggested retail price of $ 29,199. (Geoff Allen /)

https://www.cycleworld.com/story/motorcycle-news/harley-davidson-returns-focus-to-core-products-with-icons-collection/ Harley-Davidson returns focus to core products with icon collection

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