How Harley Davidson Lost its “Cool”
Editor’s note: we are pleased to present another article by expert guest blogger, John Wyckoff. He explains why Harley Davidson is no longer “cool” …and profiles the new kind of competition. And how reality TV is fueling the trend.
By John Wyckoff
The famed motorcycle designer, Arlen Ness and I were chatting at a trade show recently. Our subject was what was “cool.” Arlen reminded me that a few decades ago if you had a Harley-Davidson in your garage that alone made you cool. “Not any longer,” he told me. “Now Harley-Davidson is just another bike. They lost their ‘cool’.”
There are new players in the motorcycle “cool” market. Big Dog Motorcycles and American IronHorse are two of the biggest “cool” bike makers. Big Dog Motorcycles have produced over 10,000 bikes and American IronHorse a bit under that. The big question is what’s happening? Why the paradigm shifts?
Here’s what I see. First, the Alpha buyer, those leading edge buyers, got to have the coolest, baddest, biggest…. They don’t want a bike that looks like anyone else’s. They want to stand out in the crowd. Even in a crowd of fellow bikers. They’ve concluded you can’t do that on a stock Harley and even a custom Harley really doesn’t cut it.
An old friend of mine is responsible for most of the growth of American IronHorse. His name is Bob Kay, and he knows more about V-twin motorcycles and their owners than most of the folks at the Harley factory. His company makes bikes that “start where Harley leaves off.” Their engines are bigger, the rear tires wider, the paint unbelievably complex and graphic, with raked forks, polished alloy wheels and a mass of machined billet parts. The prices start where Harley-Davidson leaves off too.
When I visited Big Dog Motorcycles last year and photographed the bikes ready to be shipped to dealers I was impressed by the fact that of the hundreds staged in the shipping area there were NO TWO ALIKE. High tech abounds in both manufacturers. Electronics are state-of-the-art. Teams of artists and dedicated technicians create the one-off paintwork. Both these companies occupy the narrow, top of the pyramid of custom bikes.
Why all the interest? Bike build-offs and custom choppers shown on Discovery and Speed Channel on cable TV have attracted millions of viewers. They show the creation of one-off bikes while the viewer watches. They show the camaraderie and accessibility of the bikers and the creators. They make the viewer want to be a part of this unique world.
The bike shows are like reality TV, only … more real. What you don’t see are the prices. The bikes they produce are in the six-figure range and are more artwork than roadwork.
The “Chopper” is having a rebirth. Why? They’re cool. No, I’m not a chopper guy. I like creature comforts like a suspension system that works on both the front and rear of the bike, a seat that allows me to ride long distances and a riding position that doesn’t cause pain. I’m not alone. American IronHorse, Big Dog Motorcycles and other entrants like Viper, also make a limited number of very comfortable, very high quality, high-performance V-twin bikes.
From a marketing perspective these two companies (and soon several more) are like Ferrari and Lamborghini; high priced, high performance, attention getters. They too are in short supply. Big Dog Motorcycles and American IronHorse tell me they are sold out through the spring of 2005.
Is this concept new? No, it’s not. Baton Advertising Handbook published by Prentice-Hall back in 1950, talks about a success formula by dealing in the fringe area of the mass market with a unique product. That’s what these two companies do and why they are successful. By the way, this book remains my marketing bible.
December 16th, 2005 at 12:43 am
[…] How Harley Davidson Lost its “Cool” […]
February 21st, 2007 at 5:08 pm
Your article should be titled, “How Harley lost it’s cool?”(note the question mark). Arlen Ness, of course, thinks Harley has lost it’s cool…He’s a bike builder competing for the same “Alpha” buyer dollars! What else would he say. Arlen’s opinion about cool carries little weight as he produces “custom” motorcycles that mimmick hundreds of other cookie-cutter type bikes. In attempting to devise cool motorcycles, what has resulted are machines that overload our diets with billet and explosions of color. Everyone knows that hardcore riders prefer black. So, next time you glance over and see the Tommy Bahama’s and sandals flying by on that “cool” ride, you may want to re-evaluate your definition of cool.
June 13th, 2007 at 11:43 am
I completely agree with Gary and so would my husband as well as a NUMBER of friends we have. Harley has absolutely NOT lost its “cool”. They are still the COOLEST bikes out there. NOTHING feels like a harley..especially speaking from a WOMANS perspective. All TRUE HARLEY RIDERS would feel the same and say “IF WE HAVE TO EXPLAIN, YOU WOULDN’T UNDERSTAND”…which is so obviously the case here. I would take our rumbling harley over a “pretty bike” ANY DAY! Guys that are riding the “pretty bikes” absolutely ARE NOT TRUE BIKERS OR HARLEY RIDERS. They are just looking for the attention PERIOD. For TRUE HARLEY RIDERS/BIKERS its not about the attention..its about what YOU FEEL INSIDE.
July 12th, 2007 at 8:03 pm
Believe me, I appreciate Arlen Ness’ contribution to the world of custom motorcycles, but what kind of jerk goes around telling other riders their bike isn’t “cool”?
I’ll tell you:
It’s precisely the kind of jerk who *loves* taking advantage of these “alpha buyers” self-percieved inadequacies so they’ll spend incredible amounts of money on bikes they feel “make them cool”. News flash, the bike *never* makes the rider “cool”. You either are or you aren’t - and no amount of chrome, horsepower or money will change that…ever!
Notice, he doesn’t even respect them enough to refer to them as “riders”, to him they are merely “buyers”. FACT: Ness’ marketing program highlights the illusionary inadequacies of “alpha buyers” and efficiently converts them into cold hard cash - then justifies the process by making comments like this in articles like this. The process is called “sucker-ification” and it’s been around a lot longer than Baton’s [sic] 1950 Advertising Handbook.
[Do I have to point out that if the book were this author’s marketing “bible” that he would know the actual name of it? ] Anyway…
These “alpha-buyers” who constantly need to one-up other riders to feel “cool”, were never “cool” to begin with…and will never BE cool until they get over it and just enjoy the ride like the rest of us.
Only a real jerk would say that Harley’s aren’t cool, and only a bigger jerk would actually quote him.
September 20th, 2007 at 5:12 pm
No two Big Dog bikes are alike????
Say it ain’t so Joe!
Recently at a local pub, half a dozen rode in and except for different paint schemes and minor differences in the air intakes, they looked EXACTLY alike.
Alec said it best, “a bike does NOT make you cool, you either got it or you don’t”, and money alone don’t get it!
And for the record, I’ll take ANY of the Big Dog, Iron Horse, Arlen Ness extended-front end genre bike into the Sierra with my 1200 Sportster and “cool” them off in the shade of my dust…
On a different note, want to see what “old school” really is? Watch “Wild Angels” with Peter Fonda and Nancy Sinatra from 1963. Definitely a B-movie with no plot, but check out the bikes…no cutaways to dirt bikes. What choppers were before “custom” was accepted jargon.
December 2nd, 2007 at 12:03 pm
cool can’t be bought, it’s gotta b built……..harleys, big dogs etc. all represent what’s wrong with the sagging domestic sales. they’re over priced, tacky, and are bought on an impulse by folks who don’t know ‘cool’ from a motorized easter egg. cool is a subjective term, and as a past harley owner, i think the coolest bikes going are a product of low budget choppers being home built with old japanese, and british bikes.
February 29th, 2008 at 9:52 pm
Cool is what you make it; to me cool is riding my old sportster on an empty twisty mountain highway in early spring. Really, is this not what riding is all about….knowing you are having a better time than most? Who cares what you ride. I used to love old Jap bikes as good old angry buddy Dave prefers. However, for some odd reason my old sportster just makes me a happy camper. John, whom I have spoken with personally is simply an analytical writer. He writes what he sees as a trend and states why it is a trend. When John wrote this article, the above mentioned (biker buld-off’s, etc) were huge nationwide and the above two mentioned companies were at their climax. He wroe what he saw and possibly why it was happening. Having been personally involved with one of the above mentioned companies; I love what we build. Is it for me?….no…….but I enjoy making other people feel cool on those mountain roads.
March 7th, 2008 at 10:21 am
Gary,, Arlein Ness is known by greybeards as the “godfather’ of customs he has been building cool rides fo longer than you been alive. as far as H-D,,,well some of thier rides r cool,I ride a nightster but it is too expensive for those who it is marketed towards, the Rocker is not only the gaudiest ‘thing’ theyve put out, its a lot late for the “chopper” craze. again the X-bones is cool but way out of the price range of the market they ar trying to get at,,,,nuff said H-D is slow at “cool” and expensive
March 22nd, 2008 at 5:28 pm
Everyone else can debate what is cool and what is not cool until the cows come home. I personally, couldn’t care less.
Anyway, I’m going ridin’. Ya comin’?
May 8th, 2008 at 2:38 am
Cool is one thing. Colorful paint jobs, raked out front ends, and big roaring engines can definitely make you happy and turn peoples heads. The only problem is quality and reliability.
If you read the Vehicle Reviews for Big Dog Motorcycles at http://www.powersportsnetwork.com/enthusiasts/review_list_mfg.asp?mfg=25&cat=1&catdesc=Motorcycles&mfgname=Big+Dog+Motorcycles, you will find that peeling off paint and serious electrical and mechanical problems that leave you stranded away from home and keep your bike in the shop more than on the road will not keep you happy for long.
Harley may be boring and ordinary to some but their quality and reliability has come a long way since the 80’s. I have put 15,000 miles on my 2007 Softail Custom in 11 months, with no problems at all. It has the trouble free Electronic Fuel Injection, a reasonably sized 96 cu in engine which doesn’t get too hot, a six speed transmission that lets me go as fast as I want, and a big comfortable seat that you can sit in all day long.
And it looks cool in my eyes (with the special Burgundy & Creme / Gold Pearl paint scheme offered only in Jan-Mar 2007, and everything chrome plated). A lot better than the Big Dog owners who are having serious problems with their bikes after only a few hundred miles.
Like all the previous writers have said, cool is whatever makes you happy.
June 5th, 2008 at 1:29 am
Interesting that cool is being described.
2004 Yamaha Roadstar 72,000 miles.
June 22nd, 2008 at 3:59 pm
I don’t consider my self a hard core biker, but I do appreciate long rides to the mountains and some of the cool Harleys and custom bikes out there.
But, you ride what you like, and some times what you can afford, I happen to ride a V star classic, which I love for it’s looks and decent price.
This bike I believe is one of the best designed and well priced on the market.
Yes I would like to have a Harley, not a sporster of course, but a Fat boy or a low rider, or I would like to have one of those custom choppers from those TV shows. But, as some of you mentioned above, you ride for the freedom and love of the sport. If you want attention, dress your self like a clown.
Thanks.
June 25th, 2008 at 6:19 pm
You know, even to this day yuppies are still crying about their Harley everytime someone bashes on them. I’m sorry but when all these Harley Hardcore Riders want to talk crap on…well, I don’t know….Jap Scrap, no one blinks an eye! But when someone clowns on Harley those big bad hardcore harley riders cry. I’m sorry, Harley did lose their cool. Plus to me they’re a sell-out company. I went into a Harley dealership just to prove a point because of some info I found out about them.
After doing some research it’s proven that over 70% of the income Harley makes is off of their accessories and merchandise and not on their bikes. Anytime you see the trademark shield and bar it’s Harley’s. Well, after going into several dealerships I was looking at the merchandise and behold!!!!…..Most, if not all, had “Made in China” on the tags or printed somewhere. Now I don’t know if I like to call that American. And I hate to say this, but although Harley is an American owned and operated company it still has to import parts to make their bike, i.e. the carburators. I’m trying not to bash on Harley but I’m fed up with the crappy attitude of most of the Harley yuppies. I wave but they don’t cause I’m on a Honda and it’s not ‘American’. Well here’s what I think. I own my 2007 Honda Shadow, yup that means I have the title with my name on it, how many Harley owners can say that? I own it because I bought it with the money I saved up while I was in Iraq, yup, fighting for America while the Harley yuppies were here smoking pot and getting drunk. There’s nothing worse than thinking everyday could be your last because that rock might conceal an IED or that person might want to go see allah…etc….I respect any rider because they risk their life getting on two wheels to enjoy life but I get so much crap from Harley riders that I’m starting to lose that respect. I’ve had them tell me not to park my Jap scrap next to their Harley because they don’t want rice spilling on it. Well, with pleasure because I don’t want oil and faulty parts all over my jap scrap scratching it up. The V-Rod was made to keep up with the faster growing crotch rocket craze and most hardcore harley riders disliked it in most of the servays done by harley. The biggest complaint was that it wasn’t the traditional harley look. It put harley in that jap scrap catagory and the V-Rod sales were not what they were hoping it would be. Unfortunately, harley had to swallow it’s pride after the the last bankruptsy issue. They HAD to compete with the jap scrap craze and then they joined teams with the AMA, d’oh! Ride cause you enjoy it, ride with others for safety and commrodary. Join a 1% club for the cool/badass biker image.
June 29th, 2008 at 10:46 pm
I have found over the years that Harley Davidson riders will wave or return a wave more often than not. Riders on all brands of bikes don’t wave, not just those riding Harleys. Maybe they were lost in the zone that riding lets us enter and didn’t see your wave…maybe they’re jerks, but so what? Let them be jerks, we don’t have to let them disturb us.
I bought my bike new, back in 1983, a 1981 Suzuki GS850G that I have kept looking and running almost as good as it did when it was new. It’s the only bike I’ve owned. Harley riders, and most riders of other brands respect my old Suzuki and me for keeping it looking nice. So what if it was made in Japan? I’m just as proud of my 28 year old bike as anyone riding a new Harley. And I can still beat any Harley in the mountains and canyons except maybe a VRod, and keep up with most new riders on crotch rockets…I didn’t say experienced riders on crotch rockets!
So Mr. Ness says Harley lost it’s cool? Isn’t there a Victory named after him? I don’t think Victorys look cool…who cares what I think? Who cares what Ness thinks? If you love your bike…@#$% what anyone else thinks…enjoy the ride on whatever you have to ride. RIDING ANY MOTORCYCLE IS FUN! Who cares if you’re cool? BTW, my next bike, which will probably be my last one, is going to be a Harley Davidson Road Glide…why? Because I want one for the rides, not for the COOL!