Den Beste puts his Europhobic glasses on and writes about the emasculation of Harley-Davidson as a metaphor for Europe’s intended emasculation of America. All bloggers have viewpoints, and all bloggers tend to opine about things they know little or nothing about – isn’t that what blogging is for?
But in this case a) he touches on something close to home for me – motorcycles; and b) he does so in a way that allows me to make a point about those who persist in seeing things about Europe and the U.S. too negatively and rigidly. And c) I get to defend government regulation as a freebie. He writes:
(On Screen): An American institution is looking to expand its sales in Europe. Harley Davidson is the quintessential American motorcycle maker, and for about 3 decades it was the only one (though that has changed). Once there were many but all the others went out of business, fallen in commercial competition with Honda, Kawasaki, BMW, Suzuki, Yamaha.
Harley survived and prospered. It was seen by Americans as the ultimate motorcycle, the one you bought when you refused to make compromises. Harley earned a degree of brand loyalty that few companies could even dream of. Harley wasn’t just a bike, it was a lifestyle. One didn’t just buy a Harley, one became Harley. Harley wasn’t just a brand, it was a brotherhood. … Adapting to a market is good marketing, but what price victory if you lose your soul? Harley Davidson is changing everything that makes Harley Davidson what it is. To satisfy Europe, they will make them smaller, lighter, wimpier, less powerful, quieter, less in-your-face, more effeminate. Harley is trying to find its inner wuss.
These bikes will be Americans the way that Europeans wish Americans were, more like European men. And they’re probably going to sell extremely well, as European men everywhere take pleasure in riding on a castrated American bike.
Here’s where knowing your subject can be useful.
The ‘new bike’ he’s talking about is the V-Rod, the first overhead-cam, water-cooled mass production Harley (it’s based on a limited production, highly unsuccessful sportbike called the VR1000). For the gearheads in the crowd, I’ll point out that in 2003, all the other Harleys are still air-cooled, pushrod OHV engines – a design Japan and Europe largely abandoned twenty or thirty years ago. So let’s go to the stats (source: Motorcyclist Magazine):
bq. H-D Dyna-Glide: has 62.5hp and 76.3ft-lb of torque; turns the 1/4 in 13.5 seconds
bq. H-D V-Rod: has 109.3hp and 74.3ft-lb of torque; 1/4 mile in 11.31 seconds
For comparison:
bq. Triumph Sprint ST (my main bike, made in the UK): 99.8hp and 62.0ft-lb; 1/4 mile in 11.52
bq. Suzuki GSXR1000: 152.1hp and 78.0ft-lb; 1/4 mile in 10.08 seconds.
“…less powerful, quieter, less in-your-face, more effeminate.” Steven?
The loud part of most of the cruisers one sees on the street is aftermarket pipes, which manage to be illegal, annoying, and often actually reduce the available power…substituting the sensation of speed and power for the real thing.
Actually, Harley is in a kind of a pickle, It is very difficult to meet noise and pollution regulations with air-cooled engines; particularly large-displacement air-cooled engines. Regulations already on the books in Europe and California will make it difficult for them to sell their existing products over the next ten to fifteen years. The interesting business challenge (and the reason I’d short H-D stock) is to convert their customer base, built on tradition and style, to a new platform.
Now before we complain about the inherent unfairness of regulation in this case, let’s start with this: Harley-Davidson exists today because of government intervention in free markets. The Japanese started making transportation devices … mopeds and scooters, and by the 70’s had begun to develop good big-bore (which back then was over 500cc) motorcycles. Harley was owned at the time by AMF, a leisure and sporting-goods conglomerate, and they were building motorcycles which effectively represented the peak of 1950’s technology. They went to the mattresses:
In September of 1982, Harley-Davidson petitioned the U.S. International Trade Commission (ITC) for relief from the importation of heavyweight motorcycles and power-train subassemblies (an engine part). The petition was filed under Section 201 of the Trade Act of 1974, known as the “Escape Clause,” which allows an industry to request import relief from foreign competition when increasing imports are causing or threatening serious injury to the domestic industry. In these cases, the ITC investigates the claim and then reports to the president. If the finding is affirmative, the executive branch examines the matter and the president makes a decision within 60 days.
They got their tariff, and the Japanese and Europeans were effectively shut out of the big-bore motorcycle market.
They used their period of protection effectively, beginning a process of re-engineering their motorcycles and building a strong retail brand – using mainstream retailing and brand-building techniques.
De gustibus non disputum est (there’s no accounting for taste) is certainly true in the world of motorcycling. I’ve ridden most of the existing Harley models, and haven’t chosen to spend my money on them, because, like many riders, I feel they are overpriced, underpowered, handle and brake poorly, and have a reputation (which they are well on their way to shedding) for unreliability. And, bluntly, because instead of buying a motorcycle to ride, I would feel like I was paying an expensive initiation into a club.
Europeans ride. They ride a lot, both as cheap and economical transportation in their congested cities, and as recreation where they ride like absolute loons on their mountain and country roads. Tenacious G and I did a tour of Northern Italy, Corsica and Sardinia on motorcycles, and the people there ride damn well, hard and fast.
So I think I can pretty comfortably state that there just aren’t a lot of facts to support Steven’s thesis; and that, in fact, the post says more about him and his pre-judgment of Europe and the relations between them and us than about the reality of the motorcycle industry.
I’ve said before that they are not our allies except on a case-by-case basis. But we are going to need them in this case – we need them now. And the more we can see and respect them as they are – hard-riding, good engineers, with qualities that we can at times learn from – the better chance we have of getting them to see and respect us as we are as well.
— NOTES & UPDATES —
N.B. * = For those who don’t know, the idle of a Harley is typically sounded out as ‘potato, potato’. Harley, in fact, unsuccesfully attempted to trademark the sound.
* “That’s Mister Euroweenie Biker To You!”: As reader Jon Hendry notes in the comments, some of those Euro bikers carry shoulder-launched missiles.
* More deeply informed commentary from Mike Hendrix, who knows a thing or two about bikes himself. He’s less pleased by the changes, or the regulations, but he makes good points and notes some important subtleties. He follows that up with a good response to this article.
* Capitalist Lion says: “soul must eventually give way to innovation.”