Harley-Davidson is now in the midst of a global restructuring as part of a new business strategy called “Rewire”. As a result, the brand has found itself suddenly relevant for all the wrong reasons. Speculations as to whether the company plans to halt operations in the sub-continent have been made as well. The Rewire strategy aims to refocus the Harley-Davidson line-up of products, along with a likely restructuring of the brand's manufacturing and business hubs. It is no secret that Harley-Davidson as a brand has been struggling to stay competitive. Struggling to find a connection with the new generation that is now beginning to fill the bottom end of their target demographic. The ongoing global pandemic may have catalysed the iconic American cruiser company’s woes even further.
Most recently though, the company’s decision to axe the upcoming Bronx caused quite the stir on interwebs. This news follows an announcement by the company that they would cut 30 per cent of their planned future models. During the announcement Harley-Davidson’s president and CEO had gently skirted the subject, saying that the company would focus their efforts on the Pan-American adventure motorcycle for 2021, without mentioning the impending launch of the Bronx streetfighter. Now, the company has removed all traces of the Bronx from their official website, future vehicles page and press site. The company later clarified that they would not be launching the Bronx next year as planned, to ensure that the Pan-America gets the attention that it deserves.
All of the above, begs the question as to whether it is time to say goodbye to the Bronx for good? For the final word on the subject, we will have to wait till year’s end when Harley-Davidson announces their 5-year plan, Hardwire. Arguing on the counterpoint, it is unlikely that the brand would axe the Bronx all together. For one it aligns perfectly with the Harley-Davidson’s new focus on “Adventure Touring, Streetfighter and advancing electric motorcycles”. Second, evidence suggests that the Bronx is essentially production-ready, including its brand new low displacement (relatively speaking) 975cc liquid-cooled V-twin. In essence, while the Bronx is off the plans for the immediate future, don’t be surprised if the brand announces a deferred launch date at the end of the year.