HARLEY’S HOMETOWN HERO

If you do feel the love, though, if you ‘get’ the Harley ethos, then congratulations: Harley’s made a bike deserving of your true love.

You’ve heard of the illusory truth effect, right? The idea that if you say something enough times it eventually becomes ‘true’. Or, at least, it will generally be perceived as such, which is really all you need in politics or business. In the business of motorcycles, we’ve collectively spent the past few years watching Harley-Davidson’s sales dip, telling ourselves over and over again that the company needs to change as a result. This line of thinking has become so ‘true’ that Harley itself seems to buy into it, recently promising us that electric motos, performance nakeds, and adventure bikes are coming our way.

But it’s worth noting that the boys and girls in Milwaukee are still selling in excess of 600,000 units a year – roughly 10 times the amount Triumph manages to