Harley-Davidson’s Don Draper-Like Response to a Wild Moto Controversy Gets Down to Business

For those who follow the American motorcycle industry, it has been quite a … dramatic week, to say the least.

The hot goss is not easy to summarize quickly, but I’ll try.

Some deep reporting by RideApart and other outlets has essentially raised the possibility that a recent rash of right-wing influencers dissing Harley-Davidson, then hyping Indian, was not organic.

These outlets have drawn connections between Indian Motorcycle, a recently hired marketing firm with ties to a former Trump campaign manager and the attacks. 

For its part, Indian has issued a carefully worded statement that denies the most scathing claims, reiterates some Harley criticism and leaves a few questions unanswered. 

Indian Motorcycle

As a long-time fan of both brands, I just feel bummed that Mommy and Daddy are fighting again. 

After all, I’ve loved the quality of several Indian bikes I’ve gotten the chance to test ride over the past few years, while also appreciating the strides the brand has made toward inclusivity.

I’ve also enjoyed watching Harley try interesting moves to adapt to a shifting marketplace, with varying levels of success.

Both brands rolled out products that cracked our GP100 last year: Indian’s Sport Chief RT and Harley’s Pan America 1250 ST.

That said, I have admittedly taken some pot shots at Harley in particular over the past couple of years.

Harley Davidson

So at the moment, I feel compelled to recognize the brand’s response to this imbroglio.

It’s been both quiet and (unintentionally) savage.

Because much like Don Draper in Mad Men‘s infamous “I don’t think about you at all” elevator scene, the brand seems more focused on going about its business than directly addressing the matter in any way. 

Such behavior seems consistent with newish ex-pizza guy CEO Artie Starrs’s “Back to Bricks” campaign.

It may be a coincidence, but the brand has dropped three news bombs of its own over the past few days.

It felt disingenuous to cover them with no mention of the drama, so apologies to those whose eyes are glazing over at possibly the most extended intro in GP history.

Without further ado, here’s a quick recap of the actual product news.

Honcho enters production

Coming a long way from the sneak peek we got at Harley Homecoming a year ago, the LiveWire S4 Honcho Mini-Motos have officially gone into production, with availability expected later this summer. 

LiveWire

Rather than mimicking a traditional Harley, the Honcho does its own thing and breathes new life into the electric space in the process. Comparable to a 125cc mini bike, it draws power from two conveniently removable batteries housed under the flip-up bench seat. 

The Street edition ($5,499) features mirrors and indicators and a license plate holder, plus left handlebar controls and a TFT display.

The Trail version ($4,999) gets a number plate in place of a headlight, high fenders over both wheels, knobby tires, additional ground clearance, off-road-tuned suspension and, wait for it, reverse.

Revolution Max comes home

Earlier this week, Harley announced it is bringing production of the Revolution Max engine, which powers such bikes as the Pan America, Sportster S and Nightster, back to the United States. 

Machining, powertrain assembly, painting and final vehicle assembly work will move from Thailand to Pennsylvania and Wisconsin, boosting the brand’s domestic manufacturing base.

Harley-Davidson

Aiming to complete the transition before the start of Model Year 2028 production in 2027, Harley expects 100,000 bikes to come out of the York, Pennsylvania, facility next year.

Whether that power plant will also shine in a production version of the jaw-dropping Revolution Max Cafe Racer concept that broke cover a few months back, only time will tell.

Super Glide returns

Last but by no means least, this morning Harley revealed a brand-new Super Glide, with a bold cruiser stance, laced wheels, stunning chrome and classic paint and graphics all paying tribute to the original 1971 edition of the bike.

Limited to 2,500 individually numbered bikes and celebrating America’s 250th birthday, the new Super Glide blends old-school style with discreet modern features.

Harley-Davidson

That means a five-gallon teardrop fuel tank topped with a chrome console, plus a chrome mini ape handlebar that shifts the rider toward a badass “fists in the wind” posture.

Among plenty of other premium features, it also means a suite of rider safety enhancements, selectable ride modes and comfy rear suspension snuck below the seat to maintain the look of a vintage hardtail frame.

Of course, the $15,999 beast boasts a Milwaukee-Eight 117 Classic V-Twin making 98 horsepower and max torque of 120 lb. ft., with a single muffler and traditional round air cleaner delivering the brand’s trademark rumble.

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