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Harley-Davidson LiveWire

The Harley-Davidson LiveWire electric motorcycle was officially unveiled in January 2019 at CES.  A lot of marketing hype surrounded the unveiling of the motorcycle with claims of it being the start of “a new focus for the brand that would inspire the next generation of riders.”

Then yesterday, Reuters broke the news that Harley-Davidson had stopped production and delivery (temporarily) of the LiveWire electric motorcycles, after discovering an issue related to the vehicle’s charging equipment. It was reported that the company discovered a “non-standard” condition during the final quality checks of LiveWire, which it already started shipping to dealers in late September.  There were glitches found in the product which has prompted additional testing and analysis.

Interestingly, Webster defines glitches “as a sudden, usually temporary malfunction or irregularity of equipment.”  A glitch like this is not something riders want in a $30,000 purchase!

The LiveWire motorcycle uses a Combined Charging System (CCS), which is a single connector pattern that offers enough space for a Type 1 or Type 2 connector, along with space for a two-pin DC connector allowing charging at up to 200 Amps.  As part of the announcement, the motor company informed current owners to NOT charge the motorcycles through standard home outlets and use only ChargePoint (direct-current stations) charging stations at authorized Harley dealerships to reload the battery.

Well isn’t that “a jolt” of inconvenience?!

For most riders, you’d like to start your day fully charged!  Meaning home charging is normally done at night while you eat, play with the kids, watch TV, and sleep!  There are two Harley-Davidson dealers in the Portland, Oregon metro area that have installed ChargePoint stations.  Finding an alternative direct-current charging station to reload the motorcycle battery on the way to work and then waiting for a couple hours is certainly not ideal.

Charge Locations – Portland, Or. Metro

There are couple of things to know about public charging: the 3 different levels of charging, the difference between connectors and the charging networks.  Riders can go directly to a dealer or try and locate charging stations using ChargeHub.

Knowing your motorcycle’s capabilities is very important and consult the dealer if not understood!

Public Chargers Levels:
Level 1 is the standard wall outlet of 120 volts. It is the slowest charge level and requires tens of hours to fully charge a 100% electric vehicle.
Level 2 is the typical EV plug found in homes and garages. Most public charging stations are level 2.
Level 3 chargers, also known as DCFC or DC Fast Chargers are the quickest way to charge a vehicle. Not every electric vehicle can charge at level 3 chargers.

In general, electric motorcycles are in a phase of adoption known as “the chasm,” (See: Geoffrey Moore’s technology adoption curve) a gulf separating early adopters from the majority of consumers.  It’s a treacherous position in the life of new technology/products, and often determines their success or failure.  One could debate that Harley-Davidson is targeting a market that does not really exist: young, “green” and affluent first-time motorcyclists.

This unattractive “glitch” will be over soon enough, but it does little to promote value creation and owning a Harley-Davidson electric motorcycle.

Photos courtesy of Harley-Davidson and ChargeHub

All Rights Reserved (C) Northwest Harley Blog

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UBCO 2×2 Electric Utility Motorcycle

I like watching the proverbial fire and brimstone post-apocalyptic movies as much as the next person (think: Mad Max, Twelve Monkeys, The Book of Eli, I Am Legend etc.,), but the Hollywood creations often incorrectly portray motorcycle transportation with flashy visuals and entertainment over realism.

Speaking about realism, September is National Preparedness Month (NPM) which highlights a time to focus attention on the importance of preparing families and homes for disasters that might threaten our lives and property.  It’s spearheaded by the U.S. government and this year’s overarching theme is “Prepared, Not Scared.”

I’m not sitting here eating peaches from a can and going all Eagle Scout on you, but being prepared when potential disasters occur by developing and practicing a family emergency response plan, assembling a disaster supply kit, signing up for alerts on mobile devices, setting aside emergency savings, and maintaining adequate insurance policies for our homes are important steps for disaster preparedness and valuable for everyone.

National Preparedness Month (NPM)

You’re likely thinking, hey Mac, the Harley is full of fuel, it get’s nearly 50mpg and I’ll just grab my “Bug Out Bag” and hit the road when the time comes.  But, what happens in a major crisis when the fuel production and distribution stalls or ceases?  Meaning Bob,  the local tanker truck driver is going to stop making his rounds to the gas stations and go find his family so no new fuel is distributed.

For that type of scenario a small, efficient electric motorcycle might be a great option — yes, you guessed it — I’m suggesting that you purchase a new $30K LiveWire Motorcycle that Harley-Davidson introduced last month.  Let’s call it the masterfully disguised “Prepper Bike” vs. an urban ride.  I can even envision a Harley-Davidson  marketing campaign to include a free survival knife and bandana when you purchase the motorcycle!

I’m being sarcastic, and was thinking about the UBCO 2×2 electric utility motorcycle.  It can be charged from solar panels in an off-grid location, which offers good range and maneuverability.  It has a lot of interest with those who need to bug out and want to keep a low profile.  Any motorcycle enthusiast who grew up riding the Honda Trail 90, will instantly relate to the 2×2.  The UBCO bike will only do 30mph, but it can carry up to 400 pounds (including rider) and cover 50 to 75 miles per charge. It’s nearly silent, and uses a 2-wheel-drive system for improved off-road performance — a feature that’s reminiscent of the classic ROKON gas-powered utility bikes. The battery packs are removable and interchangeable, so you can carry a spare to double the range. There are even USB ports and a 12V outlet for charging other devices such as your phone, GPS, lights, or tools.  The UBCO 2×2 starts around $7K and a spare 48Ah battery pack is $2K.

A sidebar:  The concept or story behind UBCO started in New Zealand.  UBCO had been actively visiting and investigating the U.S. market when it was contacted by Technology Entrepreneur Bob Ralston.  An investment opportunity was consolidated with Spring Capital in Eugene, Oregon and a dedicated distribution company was established in Eugene.  The idea of a Utility Electric Vehicle (UEV) that would transform the way people ride, work and play rolled out.

Even if uninterested in the EUM (electric utility motorcycle), discover your inner Scout and learn about the 130 Survival uses for a Bandanna that you are likely already wearing!

I’ve said it often, and will say it again: emergency preparedness is valuable for everyone!

Photo courtesy of Ready.gov and UBCO

Preparedness Resources:
Off Grid:  NPM 2019
Ready Gov:  September 2019
Preppers Bandanna: 130 Uses
Financial Preparedness: Finances
Community Preparedness: Neighborhood Prep

All Rights Reserved (C) Northwest Harley Blog

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Customize It And Stand Out

According to Reuters, Harley-Davidson Inc. has laid off 40 employees in Milwaukee at their general merchandise division.

It’s not a large number of employees, but most unfortunate if your career “rug” was just pulled out from underneath you as someone impacted by this reorganization.

Important to note is that Harley-Davidson’s second quarter earnings report, released July 23, 2019 reported general merchandise sales of $64.6 million, a 5.8% decline from 2018. The company saw a 4.2% decline in the first half of 2019 from 2018 in general merchandise.  It’s also no secret that Harley-Davidson continues to see a decline in motorcycles sales in the U.S. and abroad as it works to adapt to changing clientele.

In the Reuters report the motor company stated the general merchandise division re-org was to manage it’s business with “focus and discipline.”  That statement reads like a quote from the Six Disciplines playbook.  Was the division previously an over-committed reactionary one with no focus and discipline?  That euphemistic “focus and discipline” term seems to be more about flattering management because at the end of the day it’s a “reduction in force,” which is an old school straightforward term.

SAVE, SAVE, SAVE

And speaking of general merchandise — have you noticed the significant up-tick of emails from Harley-Davidson corporate or your local dealer?  I follow Harley-Davidson on multiple channels to stay current on their events and product announcements and always get a number of emails, but I’ve seen a dramatic drum-beat increase over the last couple of months.

It’s starting to have a feel of desperation to survive and meet sales quotas.  Here are a couple recent examples:

Motorclothes, Last Chance to Save Up to 50%…
Harley-Davidson VISA…Reap The Rewards…
End of Summer Sale…
Customize It and Stand Out…
Finance Interest Rate Specials…
Schedule a test ride today…
The 2020 Models are here…
Ride into Fall sale…
Performance Workshop this weekend…

Why is email solicitation so popular?  Because it’s a free alternative to tele-marketing and direct-mail campaigns.  The cost of sending an email is minimal compared to the cost of printing and mailing paper and the email “opportunity” goes directly to your inbox for review.

I predict we’ll see more and more sales email as the motor company works even harder to capture and retain our interest.

Photos courtesy of Harley-Davidson email blasts

All Rights Reserved (C) Northwest Harley Blog

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2018 CVO Lineup

It’s arrogant at best and obscene at worst.

I’m talking about the CVO pricing that Harley-Davidson management approved for the 2018 models.  Now that we’ve had a couple days to digest the euphoric feeling of the new 2018 models, we’re left with a gnawing and burning sensation in our stomach that even a spoonful of sodium bicarbonate won’t put an end too.

I can’t help but wonder if the new head of design, Brad Richards, who replaced Willie G. after more than 40 years is singing that new Taylor Swift single, “Look What You Made Me Do,” after going full-tilt Goth and dripping black on so many of the new designs.

2018 CVO Street Glide

Unless you’ve won the lotto, you’ll be crunching numbers very late into the night to learn how to squeeze a new Harley CVO into the garage without breaking the discretionary entertainment budget!  They are expensive!  In a small way, we have Polaris to thank for exiting the market with Victory motorcycles and reducing Harley-Davidson pricing pressures.

I’m reminded of the Mylan EpiPen scalping gone wrong in the pharmaceutical industry.  Will we see the motor company deploy industry “experts” to justify the value of overtly expensive models and purport to quantify the net social benefits of belonging to the riding “lifestyle?”  If they do, it’s likely to be based on a complicated economic model and include scholarly speeches, articles, blogs and conferences to lend prestige on the whole “we’re doing everything in manufacturing to keep our prices down” lobbying blitz.

2018 CVO Road Glide

The fact is, Harley-Davidson is a luxury brand cleverly disguised as a blue collar, workin’ man’s brand.

Millions of marketing dollars are spent every year on campaigns to drive home the point that it’s name is synonymous with regular, working class folk.

But, have you seen their luxury price increases on the 2018 CVO models?  Harley-Davidson has exceeded the price range of BMW and Ducati, two brands with a public perception of being expensive toys for the upper-class.

Most of us will never get to experience the CVO results of Harley-Davidson’s labors for ourselves, thanks to prices ranging from $40,000 to $43,000.  Specifically the MSRP pricing is:

2018 CVO Road Glide — $41,399 (not available in 2017)
2018 CVO Street Glide — $39,949 (+$2150 above 2017 price)
2018 CVO Limited — $42,949 (+$1950 above 2017 price)

2018 CVO Limited

I’ve written about Harley-Davidson’s sales and marketing woes.  Much of it outside their control, but we can’t absolve the motor company of any responsibility for these arrogant price hikes.  Harley-Davidson owns this one.  The pricing backlash has already begun across the motorcycle forums and the whole thing leaves a bad taste in consumers’ mouth — of all age groups!

For example, the CVO Limited jumped $1950 from 2017 to 2018.  Beyond paint, there are NO significant upgrades on the 2018 model.  Looking at web pages indicates the only “NEW” item was the addition of a Bluetooth wireless connection module to the stereo.  This may have been as simple as a firmware update to the BOOM stereo system.  Let’s assume it was a hardware addition.  A Cardo bike-to-bike intercom with dual handsfree to connect up multiple bluetooth-enabled mobile phones retail for less than $300.  That would mean the price increased $1650.

Let’s look at the 2018 CVO Street Glide — Harley-Davidson removed the radiator and abandoned water cooled heads as the lowers now have speakers along with another power amp to drive the sound “bubble.”  They’ve provided similarly configured models in the past.  The company added Bluetooth wireless connection to the stereo and created a “NEW” Gun Metal grey paint, however, they jacked the price up over $2100 above the 2017 model.

The CVO Road Glide is a bit trickier to do a price comparison as the last time they offered a similarly stripped down version of the CVO Road Glide was back in 2013 (remember the Cat Whisper paint stripe scheme which was priced at $33,999?) and it was based on the old 110cu.in. engine, old radio and outdated fairing, frame etc.  Harley-Davidson skipped a year and then for 2015 they offered up that behemoth CVO Road Glide Ultra at $36,649 which included all the accouterments which was based on ‘Project Rushmore’ enhancements that other touring bikes received.  It’s not a pure apple-to-apple comparison, but this basically equates to a $7,400 price increase over a 5 model year period.  Which is incredible given the low rate of inflation and manufacturing cost reductions.

Are the financial analysts really scratching their heads wondering why riders don’t line up to lay down these $$ on a motorcycle?

In fairness, Harley-Davidson does make some decent, affordable bikes in their Street lineup.  But they still have a bit of that stigma — which is backed up by most of their current lineup — of putting heritage before innovation and that’s turning some of the riding youth away from the brand.  Harley isn’t as strong a competitor in terms of bang-for-the-dollar with the likes of Triumph, Ducati and the Japanese manufactures.

Even the blue collar, workin’ man who can afford a nice bike will certainly take a look at the local Indian dealer and realize that the competition is making all-American cruisers that indeed have an appeal and nearly every model is priced less than a new Harley-Davidson.

It boggles the mind how according to Harley-Davidson management, the new 2018 motorcycles are less expensive for Harley to manufacture, with simpler frames and more commonality of parts yet they’ve rolled out what looks like an orgy of price scalping.

Photo courtesy of Harley-Davidson

All Rights Reserved (C) Northwest Harley Blog

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2018 Softail Lineup – Eight all-new models

When is “new,” “all-new,” “brand new,” “built from the ground up new,” “the newest,” “newer and refreshed,” advertising claims of an existing or previous Harley-Davidson really new?

Is there no objective basis by which to measure when a motorcycle is actually “new?”  What do you think?

It’s been reported that motorcycle enthusiasts are holding on to their old, reliable wheels for longer stretches of time, but Harley-Davidson wants to change that and has rolled-out the “brand new” 2018 #FreedomMachine models. Dealer launch video is HERE.

Send in the millennials and let’s make a deal!

Or in other words,  what the company is hopeful for after the ‘largest ever product development project’ was undertaken.

All-new Softail mono shock rear suspension

They may not look very different, but the 2018 changes to the engine, frame and suspension over shadow any “new” colors, new handle bar position or new seat thread design.  “All-new” is really what we’ve been promised to modernize these traditional bikes and it’s not a rehash of the old.

The quick read is that the Softail and Dyna product lines, as riders have known them previously, are gone.  The Dyna family is discontinued and the Dyna nameplates are now Softails!

Softail Big-Twin cruiser models

That’s the provocative and on the 2018 model revamp, all of the models that used to be in the Dyna’s lineup — the Fat Bob, Low Rider and Street Bob — rolled into the Softail lineup — Softail Slim, Heritage Classic, Deluxe, Fat Boy and Breakout — Harley completely redesigned the Softail chassis.  Not a minor cosmetic change, but a complete overhaul of the entire frame and suspension.  The new under-seat mono shock rear suspension aims to offer improved ride quality, traction, and control while the triangular swingarm maintains the classic lines of a hardtail frame.  The revamp also includes key accommodations for last years release of the Milwaukee-Eight, the first four-valve-per-cylinder heads engine packaged into the classic 45-degree V-twin.

From the styling department, all the new 2018 bikes have a much darker and aggressive paint scheme.  It’s largely a brooding “protester” feel with colors matched and with a “masked” or blacked out engine. There are smaller changes to individual models such a color-coded inner fairings, new wheels (including a 21” one for the Road Glide) and different exhaust finishes.  Oh and don’t forget that riders can now pair Bluetooth headsets with the stereo to remain wirelessly “connected” — on its top-of-the-line touring models.

I’ll address the hype right here: Your motorcycle and your smartphone are starting to have a lot in common, though only one can be used to take a selfie — at least for now.

115th Anniversary Eagle Badge

Lastly, the motor company announced the 115th Anniversary edition motorcycles.  There will be two limited-edition, serialized designs with 115th Anniversary Eagle and special anniversary paints available on nine different models in 2018 to celebrate the birthday.

But, what about that peculiar

In the social media and PR launch extravaganza for the 2018 line up earlier this week, Harley-Davidson quietly discontinued the V-Rod.

Discontinued V-Rod

The 2017 V-Rod Muscle and Night Rod Special are the final iterations of the VRSC (V-Twin Racing Street Custom) line.  You may recall this motorcycle had the Revolution engine that was co-developed with Porsche and based on the VR-1000 Superbike that Harley used in competitive drag racing.  It had a hydro formed tubular frame, a gas tank under the seat with round-topped airbox cover up front posing as a gas tank.

This was often referred to as the Harley for the non-Harley motorcycle rider and was a testimony that engineers and the brand were capable of doing something very different.  It was introduced in 2001 and discontinued 16-years later.

It would seem that Harley-Davidson is no longer “building products that fulfill customers dreams on the drag strip!

Photos courtesy of Harley-Davidson

All Rights Reserved (C) Northwest Harley Blog

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Harley-Davidson Press Release

In mid-August, Harley-Davidson rolled out a press release (on the Canadian news wire) to announce the launch of a global campaign that embraces “The Freedom of The Open Road.”

It’s part of a 10-year global strategy to build the next generation of Harley riders and the new brand platform is “All for Freedom, Freedom for All” which comes to life with videos containing user-generated and filmed content that shares moments of the open road by riders past and present.

The ambitious campaign goal is to increase Harley’s brand relevance and inspire those “sleeping license holders”  to experience the same freedom that all current Harley riders feel with the wind in the face and ultimately to purchase a motorcycle.

The Harley-Davidson marketing group is using the #FindYourFreedom hashtag to generate social media awareness.

It’s common knowledge that when using a hashtag, you are categorizing your post and is viewed as a valuable tool when marketing your brand.  The objective of course would be to find a hashtag that has never been used previously and one that would really set the campaign apart from all the other social media noise.  However, there is another large company with an equally large brand that is already using the #FindYourFreedom hashtag with an associated marketing campaign.

They spell it:  J E E P  — you know, the company with an adventurous lifestyle that requires an adventurous vehicle!

While you can’t legally own a hashtag, the marketing 101 manual suggests that you chose one that people will associate with your brand, by leveraging a distinctive phrase or word associated with your company and messaging that marketing execs would, at best, like to see go viral or, at worst, contribute to the marketing campaign in a very positive way.

Think about it.  Harley-Davidson just launched a multi-year campaign and is encouraging motorcycle fans to join the social media conversation of a larger Jeep fan base!

The marketing folks may have actually “muddied” the Harley-Davidson brand or made it vulnerable by this hashtag gone wrong.

Photos courtesy of Harley-Davidson and Jeep.

All Rights Reserved (C) Northwest Harley Blog

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It’s official.  The Great American Solar Eclipse and the potential for catastrophic disaster has produced the first ever Oregon Motorcycle Solar Eclipse Advisory: AVOID RIDING MOTORCYCLES, August 18 — 22, 2017 is the stated recommendation.

Plan to have a good time watching the 2-minute daylight-to-twilight event (around 10:15 am), but just don’t travel anywhere by motorcycle for 5-days!

Huh?  How did we get to this place?

The “once-in-a-lifetime” excitement and buzz surrounding the eclipse is now at Defcon 1 with less than seven days before the interstellar event.  For months people have been on an obsessive pursuit of the perfect photo location.  Get outside advertisements and turn your Oregon journey into a legacy have been everywhere,  Eclipse 101 brochures, guide pamphlets, and preparedness articles are in overdrive across all forms of media.

Advisory: Avoid Motorcycle Riding August 18 – 22, 2017

But, there is this bazaar pre-cog of an impending apocalyptic doom that is permeating the eclipse narrative given that hundreds of thousand of people and their vehicles — perhaps millions — will converge on the already severely overcrowded highways.

Can you spell Oregon anxiety and fear?

Media ratings often drive the “never miss an opportunity to drum up catastrophic hysteria:”  Did you set up a generator ‘war room’ in your basement in case of a state-wide breakdown of electricity and communication?  Did you rent a satellite phone to update your social media channels from Steens Mountain?  Does your family have an evacuation route and disaster preparedness plan?  Did you stock up on SPAM and water?  Do you have a full tank of gas?  Did you buy extra coolant and oil for the engine?  Do you have jumper cables?  Did you purchase a spare tire for your spare tire in case it goes flat?  Did you drain your checking account and now walking around with thousands of dollars in your wallet?  Do you have paper maps in case the cell phone grid goes down?  Did you take a first aid course?  Do you have a roll of duct tape?  Did you buy a package of souvenir: “The Path Of Totality” toilet paper?

Seems silly, but maybe the media should ask us if we remembered to breath?

Is the sky truly falling or is the daily drum beat of “chicken little” prudent preparedness?

I don’t think we want the celestial spectacle any darker and will know soon enough.  Though we might make fun of them a little, looking back, we may also sympathize, but after a long season of eclipse anxiety and survival doomsaying, condensed with all the scientific history, phony viewing glasses and hype — we should all be so lucky as to have yet another boring Monday on August 21st.

TIME photo modified by author with original courtesy of TIME.  TEAM Oregon photo courtesy of web site.

All Rights Reserved (C) Northwest Harley Blog

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