Brad Richards and Harley-Davidson’s Icons Collection
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- Опубліковано 28 лип 2024
- Harley returns focus to its core products-heavyweight cruisers and tourers-with the all-new Icons Collection and its first release, the Electra Glide Revival.
When, in 2018, Harley-Davidson first announced its More Roads strategy, with its focus on “building riders” in part by breaking into new markets like small-displacement and electric motorcycles, then-CEO Matt Levatich said, “Harley-Davidson is iconic because we’ve never been static.”
While the company’s steady motion has been important, it’s an icon because Harley-Davidson is an anchor of consistency in a changing world. Having produced motorcycles for almost 120 years, The Motor Company’s steadfast adherence to the same design principles year after year have made it a mainstay of American culture.
Now, with the More Roads plan all but scrapped, Harley-Davidson’s new Hardwire agenda shifts the company’s primary focus back to its core products, such as heavyweight cruisers and touring motorcycles.
The first action in line with this new plan is the launch of the Icons Collection, a limited-production line of motorcycles celebrating both iconic past designs and future icons. The man behind this new collection and the 2021 Electra Glide Revival, its first bike, is Brad Richards, H-D’s vice president of Design.
“We realized that if we created some kind of family of bikes that had very limited numbers, serialized, that we could do more of these superniche design ideas, like this bike here that was sitting in front of me on the design table,” Richards motioned to the Revival as we sat outside of the Old Place, a historic, rustic restaurant in the canyons north of Los Angeles.
The collection was established with specific ground rules. First, each bike would only be produced one time, serialized, and limited to 1,500 motorcycles worldwide. Second, they had to be priced within a reasonable range of other models, not excessively marked up because of the limited run. And finally, each bike had to celebrate a specific important moment in Harley-Davidson’s history.
The new Electra Glide Revival is an homage to the 1969 FLH Electra Glide. The original FLH signaled the shift from early touring, with leather saddlebags and a windshield strapped and bolted on by owners, to what The Motor Company calls “Grand American Touring,” as ’69 was the first year the batwing fairing and hard bags became available. These were only offered as an accessory and not color-matched, which is why we see them in this Birch White today. Still, it was the first appearance of a silhouette that’s lasted more than 50 years and is still present in Harley-Davidson baggers.
The Revival’s chassis is a modern Street Glide’s set on chrome spoked wheels with whitewall tires, equipped with a Milwaukee-Eight 114 engine, and given chrome rails around the saddlebags, front fender, and sprung solo seat. Parked next to the 1970 Electra Glide, they’re just about the same size. The proportions match, and though the 2021 model has speakers and an infotainment screen, it’s not much more cluttered than the classic model, which gets by with only a windscreen. Technology has been integrated without interrupting the bike’s form.
“Over the years, the design team and the engineering team have really been very surgical with the evolution of the form factor,” Richards says. “We can replicate many of these early designs because the parts are kind of the same. Visually, you can make the connections very easily, so this opens up all kinds of opportunities for us to do some cool stuff in the future.”
As for what exactly this future is, it’s not surprising that Richards can’t say. He did offer: “I can tell you that it’s going to be as dramatic as this motorcycle, but it’s going to speak to a different generation.”
The Icons program is giving designers avenues to express and explore more niche ideas without having to meet the demands of mass production or mass appeal. Celebrated machines like the XR-750 racebike or the Sportster XLCR Cafe Racer could be reimagined in wholly new ways. Or what if out-of-production models such as the FXR and Dyna have potential to reappear as a limited FX Super Glide Revival or FXRS Sport Glide? It’s focusing on Harley-Davidson’s core in a new and exciting way. It’s a clear representation of Harley-Davidson’s timeless message and a return to the brand identity that we know and love after a time of uneasy change.
“If we play the same riff over and over, it’s a failed exercise,” Richard says. “We have to move around and keep it fresh and keep people wondering what’s coming next. I don’t think there’s any era that’s off limits.”
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Awesome information. Great to hear from Brad. Keep the icons coming!
Love that he said that the next model will speak to a different generation. Could we get an FXR Revival? If so, Just take my money. Please and thank you. 😎
@@rickbradshaw2148 I think some kind of FXR Revival is inevitable.
The AMF good old days collection. Now bring back the dirtbike, snowmobile and golf cart.
Everybodys hyped about clubstyle/performance-oriented Harley builds and Harley decides to release a boomer collection, you can't make this shit up.
They're trash.
they are building special editions that will just eat some of the sales of their other big expensive sleds ,,,, the idea is to steal sales from honda and indian.... instead .... they gave more competition to the soft tails they are already struggling to sell..... nice job harley ..... eat yourself ... great business plan.
Here is a Police Electra Glide with a modified police seat that we are charging $10k+ plus for. Hipsters and Yuppies are gunna love it…. Heritage and form Over function, see how we don’t have any wires or zip ties visible (guess he never looks at the current Sportster or Street models).
Like most those ain’t real Harley’s….
^doesn't have any money to buy a Harley ...lol.
Harley Davidson is like a grandfather, not necessarily your own grandfather, and every single time you visit him, he shows you all the same articles of memorabilia he keeps in an ancient wooden chest.
So a Sport tourer is coming out ? I’m waiting for a performance bagger powered by a larger version of the Revolution Max
That’s a 1970 Electra-Glide. 1969 still had the flatside cam cover, beautiful bikes nonetheless
Yeah, they need to get that right. I noticed that right off the bat.
It looks like a road king and a heritage.
13:37 Now, if H-D brought back an Icon Springer “Cross-Bones”☠️☠️, which a little bird told me they are, now you’re talking a sales Hit 👍🇺🇸
I think you’re right. It wouldn’t be very much R&D to do a spring front end on a softail.
i realy like harleys icons collection.....modern bikes are too tecnical so old style bikes have their own fans
Brilliant concept. Can’t wait to see future bikes.
could you tell me what leather jacket you are wearing? looks great!
Can’t wait to see what models are next!
Genial,que lindas motocicletas, pero ya quiero ver una icon, con suspensión springer
HARLEY , Needs to bring back Willie G. Cin-Cin and Salute. Have a bless day. 😊
Awesome video! Great interview!
Bring back the 45.
Brad off topic but please make a larger frame bike for taller riders. It’s ironic that these big bikes are small to a wanting minority.
Sounds more like a conversation between two fashion designers (cultural anthropologist?) than engineers or riders.
That’s because he’s a designer, they design the bikes and engineers make it functional…
A limited edition springer with soft bags please.
The Touring design team, hey. Interesting. What other design teams do you have?
De-oxy ribo nucleic acid in the design process?
Should have gone with a clear shield and a Tank Speedometer. Not that big monster white thing. Shame, I was really into this model.
Love ‘em
$55,888 is one price I’ve seen in Australia for this. I’d hate to see what the astronomical price-tag would be. $55K is affordable? I guess it is. Work for 6 months and it’s affordable. Only $20K more than a 2022 Heritage 114.
It's pretty sweet. But I'd personally take the '69 shovel.
I thought the 1969 FLH was actually the 2023 highway king .when I saw the thumbnail at least
They shoulda called it the FLH ICON not Hwy king
6:32 " WE spent SO MUCH TIME " plus google gang hand sign, of course
All Harley does is make the same bike forever and will hope that the same customer base will buy it.
But when they make something else they don’t make enough money…
If they make a bike that looks like the others, no one will ride motorcycles. Harley keeps the classic style with moderate progress to redesign.
SAD THEY COULDN'T FIND A REAL 69 AMF FAIRING RATHER THAN THE ROAD KING STYLE 69
Ok..this is the right track...now bring back the panhead and the shovel!!! Do it NOW!!!!
That tan leather jacket is fuckin' sweet!
Swear to god the harley guy looks like a old ryan renolds
Late to the party. Harley performance builds are getting all the attention lately. Why not make a modern FXR with the revo max engine, a modern XR750 to compete with the ftr. HD has a rich history of motorsports. Why not embrace it and carry on to the next generation
Designer?
Use the color scheme from the 60s
I though of that yearrrrrrrs ago!
Try and do something with the Kawasaki side covers
Perfect interview !!
I think that it`s a 1970
So why not just buy an older Harley and save money? Wonder if the tour glide with be one of the “icons”.
New style mirrors on the old one.... just....don't
Hello. I'm from Russia. Our dealers have raised prices by $ 10,000 more for the Revival model than the official price. I love Harley, but I'm disappointed. You don't control the prices. And of course a very small circulation. The rich bought Revival, not those who drive and love Harley.
What design ideas? You're re-making bikes from 50 years ago at today's premium prices. I don't get it.
Same exact thing I was thinking. I’ll add a 1/1 number plate so it makes it super rare.
Same exact thing I was thinking. I’ll add a 1/1 number plate so it makes it super rare.
Cone motor 69 ????????????? think not
IT'S TOO BAD THEY DIDN'T MAKE A REAL ICON WITH A GENERATOR BOTTOM SHOVELHEAD !!! ALL THIS THING IS , IS A POLICE BIKE WITH LESS STUFF ON IT
Initially pressed like, but the audio is too low and the music makes it worse. Bad editing. Dislike.
No lie.
That shovelhead is not even a 69 come on
I am actually considering buying a Pan America, but did he really just call it “Beautiful”..? Yikes
Only 1500 what a joke
Are these the new gender reveal bikes? But seriously, the bars on the pink model are uncomfortably low and awkward.
Tell him to do an icon Sportster like the ones from the 50' or 60's instead of that hideous rendering they have now.🙄
Hate to say this but, it's just a road king with a fairing and white bags.
Looks like the same old design from the last 40 years. Time for a new design team...same bike, limited edition numbers, won't keep Harley out of bankruptcy in the future
C'mon Morgan. Get a freaken hair cut.
😂😂😂 omg Harley must have had to release these hideous reminders of why HD is nearly bankrupt as a deal so that they could release the Pan America 😂🤦🏼. Burn it burn it with fire.
And the most clear similarity, they both Don’t have LED headlights, or lets just say, the new bike has no Daymaker.
And with a bike over 33k out the door, H-D will still milk another 5-6 Beans for 3 Front LEDs 👎, To Hell with the “Classic” nature of the Bike, H-D knows buyers “Customers” will switch the light. 😖💰💰💰
That is the whole point. If you want a more modern look and lamp, get another Harley.
@@AkaAndyKnuckles
I’m just talking about the fucking lamp. WTF don’t you get ,??
H-D knows that no matter what the classic styling is, people are still going to put a $500+ LED , it doesn’t take away from the style, but it does make you safer and you can see the Goddamn road at night.
@@elithegreat6463 I think you are sadly mistaken. In the case of the revival, looks are everything. Very few of these will get a Daymaker. But I guess you do not understand design, calling yourself GS1250, the ugliest bike made.
Harleys are way too expensive. Way.
It's a premium brand. Indian is up there as well.