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Harley-Davidson has been in business since 1903. Over the past 117 years, the legendary company has overcome unimaginable difficulties. It has managed to keep its door open throughout two world wars and countless other challenges.

The most recent obstacle was the pandemic that swept across the globe, closing businesses that struggled to hold on. Somehow, the motorcycle giant managed to survive and came out the other end better than ever.

As the company moves in a new direction, it recently announced a new 2021 product lineup. The company is enjoying newfound success amidst ongoing difficult times.

The success of Harley-Davidson during the pandemic

Less than a year ago, Harley-Davidson was faced with the difficult decision of manufacturing fewer models due to declining sales. An aging customer base combined with a new company CEO forced the company in a new direction.

Amidst the Coronavirus (COVID-19) pandemic, production slowed and plants were forced to shut down. Curiously, things began to change once again as customers yearned for ways to socially distance. Looking for options to mass transportation, showroom floors started seeing an increase in traffic.

Motorcycle sales started to rise for Harley-Davidson. According to Fox Business, the iconic company inherited a “new operating model that realigns the organization for performance, reduces costs and sharpens focus on profitable products and markets.”

The newly introduced 2021 lineup

Riding the wave of success, shares of stock prices for Harley-Davidson rose to a 2-year high. The announcement of the new 2021 product lineup increased interest around the globe for the new bikes.

The vice president of marketing for Harley-Davidson said (per Market Watch), “The timeless pursuit of adventure and freedom on the open road is the foundation of our heritage and the vision of our future. As we enter this new year and a new riding season, fueling that desire is more important than ever.”

The Street model bikes include the “Iron 883,” with a starting price of $9,499, and the “Forty-Eight” with an MSRP of $11,299. The Electric lineup includes the “Livewire” that starts at $29,799.

The Cruiser lineup includes the “Street Bob” priced at $14,559. The eight-valve V-twin offers 119 lb-ft of torque and is 9 percent faster than previous models. An optional Screaming Eagle kit increases performance, with 4.155-inch pistons, a big-bump cam, and 15 percent more horsepower.

The “Softail Standard” at $13,599 and the “Low Rider S” at $17,199 nicely round out the Cruiser lineup. The iconic “Fat Boy” headlines the class with a starting price of $20,599.

The Touring lineup ranges in price from $18,999 to $44,039 with models such as the “Electra Glide Standard,” “Heritage Classic,” and “CVO Limited.” The Trike lineup includes the “Freewheeler” for $27,999 and the “CVO Tri Glide,” which starts at $48,999.

How Harley-Davidson can continue to be successful moving forward

The new product line is only the beginning for Harley-Davidson as it moves forward into a new generation of bike enthusiasts. According to, the iconic company is “in the throes of a complete remake of its entire product portfolio.”

Exciting new features for the product line include a Rockford Fosgate stereo system in the 2021 Street Glide and Road Glide CVO models. Four three-way speakers will be able to blast 50 watts of unadulterated sound quality.

Advanced safety features will launch the new product lineup way beyond the means of the competition. The RDRS safety system will come with cornering-enhanced electronic-linked brakes, improved ABS, traction control, vehicle hold control, and drag-torque slip control.

There is even a tire pressure monitoring system to round out the package. It surpasses anything available in the motorcycle industry today.

Industry analysts predict that electric bikes are forthcoming. There is also talk of streamlining the current product line to include new gas-powered concepts.

Fans of Harley-Davidson products are anxiously awaiting the February 22, 2021, release of the Pan America 1250 adventure tourer. There is a lot to be excited about as Harley-Davidson rides into a new era.


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