Harley-Davidson Prepares Affordable Motorcycles Priced Below Rp 200 Million

JAKARTA - The Milwaukee, United States-based motorcycle manufacturer, Harley-Davidson, is preparing a major strategy to return to the path of growth. Through a plan titled “Back to the Bricks”, Harley-Davidson will rely on two new models scheduled for launch in the 2027-2028 period. The two models are the return of the legendary Sportster name and the introduction of a new line called Sprint. This strategy is aimed at reaching a broader market segment, particularly new riders and those who enjoy customisation. The manufacturer describes the new Sportster as the “ultimate blank canvas”, meaning the motorcycle is designed in such a way that it is very easy for owners to modify. Its target price is quite competitive for the global market, at around $10,000 or equivalent to Rp 170 million. In the presentation, it was evident that the Sportster returns with Harley-Davidson’s iconic design. This differs from the currently sold Sportster S, which has a sportier and more modern design. Sprint is being prepared as an entry point for beginners who want to experience the Harley-Davidson ecosystem. Because it targets the segment below the Sportster, its price is predicted to be under $10,000. In the Sprint silhouette, it is apparent that the engine does not use a V-twin configuration, but rather an inline one. It is possible that the Sprint will use the basis of the Harley-Davidson X440 engine, which is a collaboration with Hero MotoCorp India. Although introducing two new models, H-D emphasises that this development is done with a capital-light approach. The company will not make massive investments in new engine platforms, but rather optimise what already exists to reduce production costs. This step is expected to have a positive impact on the company’s financial performance starting in 2027. In addition to selling motorcycle units, H-D will also promote the sale of spare parts and accessories prepared alongside the launch of the two models.