Harley-Davidson laid out the details for The Hardwire, the company’s new strategic plan for the next five years. Highlights of The Hardwire include investing in the touring and heavyweight cruiser segment, expanding into new segments and creating a new division dedicated to electric motorcycles.
Several months ago, Harley-Davidson announced plans to reduce its model lineup by 30% as part of its Rewire and Hardwire business strategies. More recently, the company revealed it will announce its 2021 models online in a “ virtual launch experience” on Jan. 19. The question, then, is what current models are on the chopping block, and which models will return?
Harley-Davidson‘s much analyzed “ Rewire” plan may be starting to see some positive results, as the company reported its strongest third quarter since 2015 despite decreasing sales volume. It will take a while longer to see if the plan and its eventual follow-up, the Hardwire plan, will pay off in the long run, but for the short term, the Rewire has succeeded in reducing costs.
In its second quarter 2020 presentation, Harley-Davidson provided an update on its Rewire strategy, clarifying specific details about the plan, and offered a few hints about its follow-up, the newly-christened Hardwire plan which will carry the company through 2021 to 2025. Moving forward, Harley-Davidson plans to reduce its model lineup by 30%, will concentrate its focus on 50 markets, and will proceed to launch its first adventure-touring model in 2021.
During its first quarter report in late April, Harley-Davidson announced it was changing course on its “More Roads” business plan, replacing it with the new “ Rewire” strategy. While Harley-Davidson has only described the new plan in broad strokes, we’re already seeing some signs of Rewire falling into place. As the Rewire plan continues to develop, we figured we’d look back at the previous plan to help us figure out where Harley-Davidson goes from here. (UPDATED: July 9, 2020: Harley-Davidson says it will provide more details about Rewire with its Q2 results later this month. Harley-Davidson also says Rewire “set the foundation for a new 2021-2025 strategic plan which is expected to be shared in Q4.”)