Harley-Davidson Unveils New Bike
L O S A N G E L E S, July 17 -- Urging its loyal denim andleather-clad riders to "lean forward in the saddle," Harley-Davidson has unveiled its first newmotorcycle line in a decade: a shiny speedster that veerssharply away from its treasured full-throated choppers.
Tagged the VRSCA V-Rod, the new motorcycle is analuminum-clad, streamlined speed demon that boasts aliquid-cooled 115-horsepower engine, a top speed of 140 mphper hour and is intended to appeal to a newgeneration of Harley buyers without alienating the rest.
Marketing to women
Willie G. Davidson, vice president of styling, praised theV-Rod as a "rolling sculpture" as he presented it Monday before arowdy crowd of more than 100 bikers at the Museum ofContemporary Art, some of whom were critical of the radicaldeparture it represents.
Younger Bikers Wanted
With an expected retail price of about $17,000, the V-Rod ischeaper than some of the other Harley models, but costs about$3,000 more than its main competitor, the 106-horsepower,fuel-injected Honda VTX 1800 that came out earlier this year.
"It looks like a Japanese bike, like a car with twowheels," said Bob Phillips, 53. "Looks like they're trying tocapture some of the rice-cooker buyers. My question is: How areyou going to make a chopper out of that?"
The V-Rod marks Harley's attempt to ensnare youngermotorcycle enthusiasts who have largely eluded the legendarymotorcycle maker, which has seen its established customer baseage as a result, analysts and company officials have said.
"I think it's a great bike, real slick," said James Bailey,a 50-year-old pilot. "It still looks a lot like a Harley. I'msure they're going to sell lots of them."
‘Breaking With Tradition’
The dragster-inspired bike represents a break from thetradition Harley established with the familiar rumble of itsfour air-cooled families — Dyna, Touring, Sportster andSoftail and executives have conceded it will not appeal toeverybody.
In a recent conference call, Harley Davidson's ChiefFinancial Officer, James Ziemer called the V-Rod "a newmotorcycle family" that "we believe will bring new customers."
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