Separating Motorcycling and H-D January 2008 MCN
After reading Jim William’ letter in last month’s MCN titled “Outrageous CVO Prices,” I felt compelled to add my tow cents regarding the Harley value proposition.
The editor is correct to assert that Harley-Davidson would be crazy not to charge what the market will bear. They do, and it does.
I know because I participated in the market for 210 years for over 200,000 trouble=-free miles on three Harleys. Like many, I thought the value was great – I loved my cool Harleys and I loved the motorcycling, believing the two were one and the same. However, with time (and MCN) as a teacher, I came to quietly question Harley’s value proposition, a blasphemy I dared not share with my riding buddies.
Then a funny thing happened on my way through the hps on a R2250RT: I began to realize that my love affair with motorcycling and very little to do with Harley-Davidson. After returning from a second High Alpine Adventure on the R1200RT, the Harley value proposition had entirely lost its luster. Now able to more objectively assess my motorcycling “needs,” I began secretly evaluating the bikes of other manufacturers.
Then, with the urging, no, make that the insistence of a friend (a former Harley rider and flat track Harley factory racer himself), I did the previously unthinkable and bought a, er, uh, a-a Honda!! – Specifically, a ’06 Gold Wing with ABS. So what do I think about the Wing’s performance and total value proposition? One word says it all: Wow!
The transition is now completed. These days the Fat Boy collects a lot of dust while the Wing chews up the miles, the curves and any Harley on the road. It’s perhaps unfortunate for Harley-Davidson, but anyone who really aspires to simple yet exhilarating joys that “motorcycling”: has to offer must eventually come to the inescapable conclusion that what Harley really sells is image, not motorcycles.
Anyone who rides a Harley and loves riding for riding’s sake owes it themselves to swing their leg over another bike. Once you have, your notion of the “value proposition” will quickly evolve and you’ll know it’s time to move on.
Steve Bennett