An Open Letter To Harley-Davidson Executives

An Open Letter To Harley-Davidson CEO Jochen Zeitz And The Rest Of The Milwaukee, USA Executives

As a blue collar, working class customer that has spent well over $100,000 on your motorcycles and products... I humbly request your attention for a moment.

Dearest CEO Zeitz and all of your fellow purveyors of Milwaukee's finest Steel Horses,

I hope this letter finds you well- happy, healthy, stress and COVID free. I am writing this "open letter" to you on my blog because, well... simply put, I'm sure that you get more mail and letters than you can possibly keep up with and I have no doubt that you likely don't have enough time in your busy days to read any of them. I also have a few readers of this blog and I'd like to think that I can speak for them, when I say that we need to talk. I'm writing this letter "openly" so that I can share it with my readers, as well. 

Now, I don't honestly expect my simple little blog, being written down here in South Mississippi, to be read by any of the powerful executives in the ivory towers of the Motor Company of Milwaukee, but as I've said before- nothing will happen if nothing is done, or in this case- if nothing is said, so I have to at least try.

First of all, let me begin by saying that this is NOT a letter of dispute or animosity, but rather, an honest, working class evaluation of your products, marketing and business practices. 

Motorcycles are a major part of our lives. We ride them, some of us race them, many of us wrench on them and some of us even customize and build them. Some of us can afford to buy new ones, others can only afford to buy used ones, but we all find our own ways to get out on two wheels. For many of us, our ultimate goal in motorcycle ownership is becoming the proud owner of a Harley-Davidson motorcycle. 

A little over ten years ago, I bought my first Harley-Davidson motorcycle- a brand new 2009 Road King Classic. I traded in my 2006 Yamaha Stratoliner "Midnight" in January of '09 and rode home on what seemed like one of the coldest nights of the year. The Stratoliner was the first brand-new motorcycle that I had ever bought- the Road King was the second. As the years went by, I began to have some minor electrical gremlins in my Road King- the speedometer and cruise control would sometimes stop working and the "check engine" light would randomly come on. I brought it to the dealer a couple of times, but they could never seem to find the issue. It didn't matter, not really. I racked up around 35k miles on it in over the next few years until I happened to walk into the dealership one day in 2013 and found myself ogling the new bikes. You can probably imagine where the story goes from there. I ended up trading in one bike for another over the next 4 years, starting with a brand new, 2013 Road Glide Custom. I moved on to a 2012 Wide Glide, then finally settled in on a 2011 Road King Classic. I truly believed that I would keep the '11 Road King until the wheels fell off. Unfortunately, I got on my trusty Road King one morning and noticed that the rear brake pedal was locked in place. As it turns out, the ABS system was failing, apparently due to moisture in the system. The year was 2017 and the month was July. I had already seen the new Milwaukee 8 and test ridden a new Road King Special, so when I got the brake diagnosis... it was a pretty easy decision to make- trade in the '11 and ride home on the '17. 

Needless to say, I've spent quite a lot of money on Harley-Davidson motorcycles, as well as parts, accessories, clothing and other products, in the past 11-ish years. Even though I've dealt with some mechanical issues, I've stayed loyal to the brand. Not because I have some unhealthy or unreasonable obsession, but because I like your motorcycles and I want to support an American company that has been able to stay afloat since the early 1900's. That being said, I think it's extremely important for you all to remember that, much like many of your customers, I am a blue collar, working class American. I don't make a lot of money, so I prioritize my spending on the things that I enjoy the most- one of those being riding my motorcycles.  

An honest review

When I bought my 2017 Road King Special, I had come to terms with my motorcycle addiction and settled in on the, very real, possibility that I could end up trading it in on another bike within a year or three. I came close a couple of times, but the sheer beauty of the bike (and power from the 107 M-8) has kept it safely parked in my garage for the past three years. If any of you are actually reading this, then I would encourage you to click here and check out the video review that I did on my beloved 2017 FLHRXS. I wont get into all the details in this post, but I will just tell you that I have some complaints about some of the quality and craftsmanship issues with this bike.

Make no mistake about it, I'm not about to run down to the Indian Dealership to trade it in (although those Dark Horse Springfields do look pretty badass and that new Challenger is quite intriguing), but I paid a premium price for, what I thought was supposed to be, a premium product and that's where you guys failed me. Harley-Davidson motorcycles have long been known for their quality fits and finishes (at least since the buyback) and every one that I've had before this one hasn't let me down. In my relatively short time riding this gorgeous scooter, I've seen trim parts fall off, painted parts rust through the finish and other parts oxidizing or rusting. I know what you're thinking- I keep it outside, right? Wrong. This bike (along with all of my other ones) rests safely in an enclosed garage every night. While I'm not a fair weather rider, I do try my best to avoid riding in the rain and I do a better than average job of keeping it clean. The bottom line is, somewhere along the way, someone in the MoCo started authorizing corners being cut and the people that suffer the consequences are blue-collar working folks like me. 

Seize the opportunity to improve

You have a unique opportunity at your feet right now. With the global pandemic threatening the very way Americans (as well as bikers from across the world) ride our motorcycles, you have a chance to set things right. Want to know what riders want? Just ask us, I promise we'll tell you and we won't hold back. Fly me to Wisconsin for a week and I'll give you some ideas that will increase sales, reach more customers and improve customer satisfaction... and I'll even let you take all the credit for them... more or less. 

One thing we'd like to see- better quality and more attainable bikes. I know what you're thinking- "we can offer 84 month financing to make the $25k motorcycle more attainable", but I'll stop you right there. You're not going to be able to sell too many people on the idea of financing a toy for the same amount of time it takes for their kid to go from kindergarten to junior high- it's just not reasonable. Why does a Road Glide Special cost nearly $30,000? Why does an 883 Sportster need to cost almost 10 grand? I know why... because somewhere along the line, somebody heard the term "diversify" and went nuts, making tons of T-shirts, jackets, pants, belts, wallets, watches, hats, etc, etc, etc... and that's just the apparel side of the house. The diversification of the company's products extended into motorcycles and motorcycle parts, too. I mean seriously... how much sense does it make to kill off the entire Dyna line, a line of bikes that had (and still has) a cult following, to save money... just to replace it with a whole new line of bikes that were an absolute failure (I'm looking squarely at the Street line of bikes). I would love to see a Milwaukee 8 powered Wide Glide or Super Glide, but no... someone in a corner office in Milwaukee made the failed assumption that H-D fans are too stupid to realize that the new Softail Standard and the Softail Street Bob are the same bike.

Let's look at this reasonably- Harley-Davidson motorcycles has the largest aftermarket of any brand... do you really need to have your hands in the pockets of the aftermarket companies? You sell the bikes, those companies make them better. If I want to replace the shitty stock grips on my Road King (and I do), I can spend around $60 for a nice set of premium Avon grips, or I can spend $150 for a set of similar grips that say "Harley-Davidson" on them. You guys spend more money trying to flood the market with your own parts, just trying to steal a few extra bucks away from companies like Kuryakyn, Avon, K&N, Vance & Hines, etc, when you could have spent that money maintaining the quality of your bikes, or even lowering the price a bit, instead. 

Instead of screen printing a half a million T-shirts every year that you are just going to stuff in your dealerships with $30 price tags, or re-branding $180 HJC helmets with the H-D logo and trying to sell them for $350 (yeah, we know you guys don't make your own helmets), why not save that dough, reinvest it back into the company and drop the prices on these bikes by a few thousand bucks, instead? I may be a simple nobody from South Mississippi here, but I can tell you that it makes a helluva lot more sense to sell 100 motorcycles for $20k each, than it does to sell 50 at $25k each. Not only would you make more money, but you'd also get your product out there to more people, thereby increasing (and improving) your brand recognition which would increase customer demand for your bikes. More bikes on the road means an increase in maintenance services and more sales of maintenance parts. Hell, you'd probably even sell significantly more motorcycles when folks realize that they can more easily justify the cost of them. If you think that keeping prices extra high to promote the "premium brand idea" is the wisest choice to make- let me remind you of how that worked out for the Stellican Ltd. Indians. They were beautiful, expensive failures because only the uber rich could afford to buy them. 

Look, I could go on and on, but then we might not have much to talk about in the Harley-Davidson Headquarters' board room after we negotiate the terms of my consulting fee (I'm more affordable than you might think). The bottom line is that I, along with millions of other avid motorcyclists, love the Milwaukee Motor Company and we love our bikes. We just want to see future generations be able to buy and ride them, too. 

It would be a damned shame to see the legacy of William Harley and Arthur, Walter and William Davidson, wither and die because of a few too many bad decisions made by those men and women who were entrusted to keep the company alive. 

I'll be waiting to hear back from you on when to expect my flight and hotel reservations to come through, but in the meantime- be safe, make good choices and enjoy the holidays.

Sincerely, 

J.D. aka, the MotoWriter