JAKARTA Harley-Davidson is ready to write a new chapter in its history. This legendary American producer will release a new motorbike called Sprint, which is much smaller and cheaper than their iconic model so far. Sold for around 6,000 US dollars or equivalent to Rp. 98.7 million, Sprint is scheduled to launch on the United States market in 2026 and will be exhibited to dealers this fall.
This move is Harley-Davidson's strategy to expand market reach as well as seek profit from the small motorcycle segment. So far, small models like Sportster have found it difficult to make a profit. But Harley-Davidson CEO, Jochen Zeitz, expressed confidence this time was different.
"With our engineering approach, Sprint will be profitable," he said in a Harley-Davidson presentation in the second quarter of 2025, quoted by Motorcycle, Thursday, July 31.
Zeitz confirmed that the new Sprint and the second entry-level cruise model will be part of the product lineup by 2026. Zeitz did not provide much detail, but he announced that the bike would be introduced at a Harley-Davidson dealer meeting in October.
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Sprint is not an instant project. This motorbike has been developed since 2021, signaling the seriousness of Harley in retesting the entry-level segment. Zeitz revealed that the last five years gave them many lessons in creating affordable motorbikes that continued to be tempting.
One of these lessons comes from the failure of Street 750 (2014'2021), which is marketed for 7,500 US dollars. Although intended for beginners, the motorbike is not quite in demand in the US and is actually used more in training. Now, through Sprint, Harley is not only pursuing sales figures, but also profitability and broader attraction. Interestingly, a crude companion model is also being prepared.
Currently, their cheapest model is Nightster for $9,999, while CVO Street Glide is in the range of $46,000. At a much lower price, Sprint is expected to be the first entry point for young riders into the Harley-Davidson world.
Capturing a new generation is a big goal of the presence of Sprint. Harley wants to build loyalty early on "Those who start with Sprint are expected to later advance to premium models. This strategy is a long-term investment in maintaining brand existence in the midst of a changing market.
Regarding the production location, Harley-Davidson is still closing the information meeting. But most likely, manufacturing facilities in Asia, such as factories in Thailand, will be involved to reduce costs.
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