Harley-Davidson is showing off its prototype Pan America adventure touring bike in Europe.  The bike is reportedly making the rounds in dealerships in France, the Netherlands, Spain, Portugal, and Italy.

Reports say that the bike touring Europe is identical to the bike Harley unveiled at the 2019 EICMA show.  That machine contains an all-new engine that is claimed to produce 145hp and generate 90 lb-ft of torque.

It’s interesting that the bike is making the rounds in Europe, while American buyers are stuck with pictures only.  That seems a bit strange given that Harley-Davidson is an American motorcycle company that makes its “American made”  heritage and “spirit” a huge part of its branding.  Or is it?

Pan America

Some European dealers are already taking pre-orders for Harley’s Pan America adventure bike.

EMEA success

Although some may think that the MoCo should be rolling out the bike in its native country, unfortunately for Harley, sales in North America continue to slump.  In Q3 of 2020, North American motorcycle sales dropped 11% year over year.  In fact, for all but EMEA, its sales dropped year over year the world over with the exception of EMEA (Europe, Middle East, and Africa).  And, in the first 9 months of 2020, Harley’s sales in EMEA are down 19 percent.

Motorcycles (thousands) 3rd Quarter of 2020 9 Months of 2020
2020 2019 Change 2020 2019 Change
U.S. 31.3 34.9 (10)% 86.4 105.8 (18)%
Canada 1.9 2.6 (25)% 5.7 7.8 (27)%
North America 33.2 37.5 (11)% 92.0 113.5 (19)%
EMEA 11.2 10.5 7% 29.9 36.9 (19)%
Asia Pacific 7.6 8.1 (6)% 20.3 21.8 (7)%
Latin America 1.8 2.5 (29)% 4.8 7.3 (34)%
Worldwide Total 53.8 58.5 (8)% 147.0 179.5 (18)%

So perhaps that explains why Harley’s first and highly anticipated adventure model is nowhere to be found in North America.  Harley is apparently choosing to show the bike where its market is “hot” in hopes of generating better sales and obtaining a larger piece of the European pie.

Could it also be that Harley is concerned that Americans see their brand as cruiser only?  Are they fearful the reception for the Pan America adventure bike would be similar to what the Buell brand experienced?  That is, “It’s not a real Harley”?

Let us know what you think in the comments below.

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