The new Harley-Davidson under Jochen Zeitz is becoming clearer. Zeitz wants his company to be a “premium” brand, and Harley’s 2021 digital model rollout reflects this. You’ll hear the word “premium” throughout Harley’s video.
At 11:00 AM Eastern time, January 19, 2021, Harley published its 40-minute video outlining the Harley lifestyle as well as highlights of its models from the CVO, Special, Street Bob, and Fat Boy lines.
For 2021, the CVO models tout Harley’s Milwaukee 8 117 c.i. engine with the highest displacement and power of any engine to roll out of the Harley factory. Also, the CVO Road Glide now comes with cast laced wheels with a cast outer rim for style.
A new Rockford Fosgate stereo is available, with Harley saying that they believe the setup is the “highest performing most advanced audio system riders have ever experienced.” The remainder of 2021’s changes is mostly cosmetic, with more color choices, more chrome, and more customization options.
Nowhere in the video did the Harley-Davidson LiveWire make an appearance. That seems a bit strange if electric motorcycles (not scooters) are part of the Harley lineup long-term. We’ll have to wait and see.
People making riding possible
One good thing about Harley’s digital rollout is that it is filled with the people who make Harley’s bikes, design, and production possible. Employees from fields such as engineering, styling, and marketing make an appearance and talk about the bikes and their work. It makes the business seem more personal, and that’s a good thing.
In the end, from my perspective, the video was more about “lifestyle” than it was about Harley’s 2021 motorcycles. Lifestyle may very well be the most important thing to people who like/love the MoCo’s machines. And that’s fine.
After watching the rollout video, let us know what you think of the 2021 lineup in the comments below.