Harley-Davidson’s Baby Bike

Sometimes less does mean more… customers.

Yesterday, Harley announced their partnership with Chinese Manufacturer, Qianjiang Motorcycle Company Limited, to produce the smallest bike in their current lineup. 

At 338cc, HD will only offer the entry-level moto in China, catering to the needs of its large and ever-growing urban population. Whether you agree with the move or not, the announcement aligns with the company’s current direction, appealing to a younger, metropolitan demographic. 

With a goal to reach 50% revenue in international sales by 2027, this news marks a pivotal moment in Harley’s future plans. While the rest of the motorcycle industry turns their attention to India, gaining access to the highly restrictive Chinese market helps the Motor Company plant a flag where others are unwilling to go. This move will also help Harley explore where it’s been historically reluctant to go, design updates.

Sporting a trellis frame and an inline twin, the new bike feels miles away from your classic Harley. Where are the forward controls? How am I supposed to attach a sissy bar? Why isn’t the motor v-shaped?

Despite all the departures from HD’s vintage aesthetic, the twin thumper still retains the iconic silhouette of one of the Motor Company’s most decorated models, the XR750. Leveraging the peanut tank, the tail section, and the livery of the XR, the brand plans to draw upon its legacy to attract a new group of riders. By leaning on the racing heritage, Harley preserves the design continuity of their past and acts as a stabilizing force in the face of a rapidly changing customer base. If the technology changes, if the feeling changes, at least the design is familiar. 

Harley seems to be following the approach Ford took with the Mustang and VW chose for the Beetle: they’re making what’s old new again. You could say that’s what Harley’s always done, but this time, they’re not afraid to change what’s under the hood/tank. However new, however earth-shattering the design may be to the Harley faithful, I’d be remiss to not mention how HD’s newest model eerily resembles another bike that Qianjiang manufactures, the Benelli TNT 300. 

Even if they’re essentially rebranding another bike, even if the production of the bike is restricted to China, I certainly hope the model makes its way to the states (along with production [of North American units]) because the small displacement market is the fastest growing segment in the industry. New and younger riders tend to opt for smaller, lighter bikes, and the Motor Company lacks a sub-500cc offering as it stands. 

You could say that the Street and Sportster acts as Harley’s beginner bikes already, but at  450 and 550 lbs respectively, many new riders (female and male) don’t consider those models manageable rigs for their first two-wheeled vehicle. 

With a 338cc motor, the MoCo’s baby brawler could deliver a lower entry point for riders (in age and weight), increasing the likelihood of developing brand loyalty with younger riders. 

While I think this is a great move for HOG, I can’t help but ask: 

Why aren’t they going even further/smaller? 

It makes me wonder why Harley doesn’t have a line of 125cc and 250cc dirt bikes. It makes me question where their 50cc and 75cc pit bikes are. If they really want to develop riders from a young age, why aren’t they making models that grow with them? Why are the majority of dirt bikes produced by Japanese and Austrian-based companies when it’s a predominantly American sport? If there’s such a big demand for dirt bikes in America, why doesn’t Harley have a dog in that fight?

In March of this year, HD purchased StayCyc, a brand that makes e-bikes for young children. At the time of the news, I saw this move as a forward-thinking. I felt that this would help the Motor Company appeal to future generations much earlier than their mid-life crisis.

But once those kids outgrow those mini electric bikes, are they supposed to wait another 10 years before they jump on an 883? Are they expected to stay loyal to Harley when competing brands offer the next immediate step up?

While this announcement is an encouraging move for Harley’s evolution, they need to address the gap between their product lineup if they’re going to retain the youngest of customers. I can only hope that their promise to introduce 100 new models in the next 10 years will fill in that gaping hole. I mean, who wouldn’t want a Harley-Davidson dirt bike? 

Though I feel the introduction of a 338cc motorcycle is a good step for HD, I look forward to seeing the next foot drop. The story will only continue to develop and I’ll be rooting for them the whole way.

What do you think of the new model? What do you think of Harley producing it exclusively for China? Would you want to see more small displacement options from the Motor Company? 

Let me know your thoughts in the comments.