Harley-Davidson to launch 20 New Bikes, Sportster and Sprint set for revival

Harley-Davidson has announced plans to launch 20 new models and trim lines over the next three years. This initiative is part of its Back to the Bricks strategy, which focuses on affordability and expanding its customer base. The company aims to lower the entry barrier for new riders while maintaining customisation and long-term ownership value.

Key Highlights

• Harley-Davidson will launch 20 new models and trims within three years
• Sportster returns as a middleweight air-cooled and customisable motorcycle
• Sprint is planned as a lightweight, affordable entry-level model with an oil-cooled engine
• The company will use existing platforms to reduce development costs and speed up launches
• Parts and Accessories sales are targeted for a 20 to 30 percent growth opportunity

Sportster and Sprint Model Details

The Sportster will return as a middleweight, air-cooled motorcycle. Harley-Davidson positions it as a highly customisable model with strong residual value. The Sportster has historically played a key role in the used motorcycle market, helping riders transition to larger models over time. Its comeback is intended to bridge the gap between entry-level riders and Harley-Davidson’s larger cruiser and touring motorcycles.

The new Sprint is planned as a lightweight, small-scale motorcycle with an oil-cooled engine. It will have a lower price point, targeting riders who may find the current range too expensive or intimidating. The Sprint’s smaller size and lighter weight should make it easier to handle than Harley-Davidson’s larger motorcycles. The company plans to make the Sprint customisable and will support it with a full range of Parts and Accessories, as well as Apparel and Licensing options.

Product Strategy and Expansion

Harley-Davidson will use a capital-light approach for these 20 new models and trims. The company will not invest in new powertrains or platforms. Instead, it will use existing platforms such as Revolution Max, Softail, Touring, and Trike to develop new models and trims. This strategy allows Harley-Davidson to fill gaps in its product portfolio more quickly and at a lower development cost.

Parts and Accessories are a significant part of the new strategy. The company plans to launch a comprehensive range of parts and accessories alongside new motorcycles. Top quartile dealers currently sell about 75 percent more accessories per new motorcycle. Harley-Davidson targets a 20 to 30 percent sales growth opportunity through enhanced Parts and Accessories offerings.

Apparel and Licensing will also receive renewed focus, although it remains secondary to the core motorcycle business. The company aims to strengthen these product lines to support overall brand engagement.

Used Motorcycle Ecosystem

Harley-Davidson plans to expand its used motorcycle ecosystem. The company now views used motorcycles as an integral part of the ownership life cycle, rather than a separate business segment. This approach is designed to support long-term customer relationships and enhance the value proposition for Harley-Davidson owners. No final production or launch dates have been announced for the new models at this time.

Also Read: Harley‑Davidson recalls 17,000 Softail motorcycles in US over rear brake line defect

CarBike 360 Says

With 20 new motorcycles in the pipeline, Harley-Davidson is clearly preparing for a bold new chapter. The return of iconic names like Sportster and Sprint signals a blend of heritage and innovation aimed at modern riders. If executed well, this strategy could strengthen Harley’s global appeal and reconnect the brand with both loyal enthusiasts and a new generation.