The history of Harley Davidson 2000-2009

The history of Harley Davidson 2000-2009

Previous posts:

The history of Harley Davidson 1900-1909

The history of Harley Davidson 1910-1919

The history of Harley Davidson 1920-1929

The history of Harley Davidson 1930-1939

The history of Harley Davidson 1940-1949

The history of Harley Davidson 1950-1959

The history of Harley Davidson 1960-1969

The history of Harley Davidson 1970-1979

The history of Harley Davidson 1980-1989

The history of Harley Davidson 1990-1999

 

 

A patriotic feeling that helps

The history of Harley Davidson 2000-2009

 

The new decade begins with a tragedy of enormous proportions, when suicide bombers crash with commercial planes against the World Trade Center and cause the world stupor. Nobody could imagine that the maximum military world power was so vulnerable. This provokes the immediate reaction of the government of George Bush, initiating a new war, this time invading Afghanistan and later Iraq.

La historia de Harley Davidson 2000-2009

World Trade Center | The history of Harley Davidson 2000-2009

American society lives a patriotic feeling rarely seen. And this feeling causes the consumption of national products to increase, Harley Davidson takes advantage of this particular situation and its sales increase remarkably. The “buy american” also benefits his now direct competitor, Victory-Polaris, as in the times of his classic fight with Indian.

Faced with this challenge, the brand decided to continue innovating and launched the VRSC V-Rod in 2001, with a completely new engine development designed with Porsche. This engine does not look like the historic Twin, double overhead camshaft, 4 valves per cylinder, water cooling, large caliber and short stroke.

The bike works very well, with 115 horsepower, robust chassis and Dragster style causes a sensation in the press and receives very good reviews, but it does not please purists, it does not look like a Harley. However, it manages to gain a place within the range and widens the clientele.

European classic brands such as BMW, Triumph and Ducati, begin to recover their own markets and also to recover part of the North American market as well. The cuckoo of Japanese motorcycles is no longer so scary and they are winning battles that were previously considered lost against the effectiveness and price of Japanese brands.

Harley Davidson is no one to stop it, in 2000 it exceeds 200,000 units sold, in 2004 300,000 and in 2007 the goal is set to reach 400,000.

European classic brands such as BMW, Triumph and Ducati, begin to recover their own markets and also to recover part of the North American market as well. The cuckoo of Japanese motorcycles is no longer so scary and they are winning battles that were previously considered lost against the effectiveness and price of Japanese brands.

 

Towards the old continent

The history of Harley Davidson 2000-2009

 

The company does not stop and renews the B version of the Twin Cam 88, the brakes are improved and in all the models the Delphi injection is used. In 2006, the new Twin Cam 96 was introduced. Its main characteristic is to have all the electronic components that help it comply with the laws on pollution, especially in Europe, which is already becoming a very important market.

The mystical Harley seduces Europeans, and the age group above 40 is a very attractive segment for the American company. In 2006 the XR 1,200 is presented in the Colonia saloon a large sports roadster based Sportster that honors the mythical XR 750 Dirt Track, this bike “officially” is very successful but the truth is that it does not like as much as the original XR , which still has many followers.

La historia de harley Davidson 2000-2009

Harley Davidson Street Bob 2006 | The history of Harley Davidson 2000-2009

The Fat Bob has a bit more luck and with its two juxtaposed headlights taken from the Two Cam of 1928, it has more success in Europe, especially in Germany. With many ups and downs, Harley Davidson ends up invading the old continent. Your sales grow exponentially. In 2003, the stock traded 150 times above its value in 1986. In 2006, turnover exceeds one billion and manufacturing climbs to 360,000 units.

The relative failures of the V-Rod and the sports XR 1200, reaffirm the brand to go back into history. Already at the end of the decade two models very much in the style of the 40s give him the reason. In 2006, the Dyna Street Bob, a very refined motorcycle reminiscent of post-war bikes and in 2008 the Softail Cross Bones looks like a Knucklehead retouched by a Marine in 1946.

After the crisis of 2007, the American economy seems to collapse, sales plummet and the threat of disappearance is more latent than ever, it is necessary to make difficult decisions to ensure survival, Harley dismisses 1,100 workers, closes Buell and sells 20 million to MV Augusta.

The target audience of the brand continues to age and it is necessary to conquer young people as soon as possible.

After the crisis of 2007, the American economy seems to collapse, sales plummet and the threat of disappearance is more latent than ever, it is necessary to make difficult decisions to ensure survival, Harley dismisses 1,100 workers, closes Buell and sells 20 million to MV Augusta.

 

Significates events of the decade:

The history of Harley Davidson 2000-2009

 

  • 2000: The new TC-88 B engine is integrated into the new Softail deuce FXSTD 1.450.
  • 2001: The V-Rod retakes the banner of the competition service H-D, in Dragster category. With a sober, comfortable and well-equipped design, the Dyna Super Glide T-sport is presented as a European road bike. Total failure, customers want real American bikes..
  • 2002: Buell launches the XB9R an innovative sports model. With its orange paint, double front disc and its 2-in-1 exhaust, the Sportster 883 R pays homage to the old XR 750.
  • 2003: For its centennial H-D the world has a huge truck museum, the final party brings together 250,000 people in Milwaukee.
  • 2005: The Dyna premiere new box more rigid and box of 6 speeds. The Softail Deluxe that reminds of the Hydra Glide of the 50s is on the market. The Springer Classic reincarnation of the 1936 Knucklehead is also presented.

 

La historia de Harley Davidson 2000-2009

Harley Davidson museum | The history of Harley Davidson 2000-2009

     

  • 2006: The Sportster replaces its carburetors with Delphi injection. Record of benefits: 1,000 million dollars for a turnover of 6,000 million.
  • 2007: The York factory goes on strike for 3 weeks. The XR 1200 and Dyna Fat Bob are presented, as well as the Softail Rocker FXCWC with a futuristic style. The crisis of subprimes erupts. Sales do not meet the goal of manufacturing 400,000 motorcycles.
  • 2008: The European market, which has not yet reached the crisis mitigates the debacle. The new H-D museum opens its doors in Milwaukee.
  • 2009: Harley Davidson announces a reduction of its benefits of 30%. Between 2009 and 2010 the company dismisses 1,100 employees, closes Buell and sells MV Augusta. Exit of the Sportster Iron, the new Dyna Wide Glide and Electra Glide Ultra Limited.

 
 

Source: “Harleymanía” of Jean Savary

Klauer & Iannuzzi | 2019 | The history of Harley Davidson 2000-2009