Harley’s (NYSE:HOG) H-D Street 750 Dominates Asia Market

Harley’s (NYSE:HOG) H-D Street 750 Dominates Asia Market

$HOG

Harley-Davidson’s (NYSE:HOG) most dynamic markets today are outside of the nation that conceived, birthed, and nurtured its growth.

Last year, 36.2% of the brand’s motorcycles were sold abroad, primarily Asia, up 4% over 2Y 013, according to the data.

One bike in particular has seen impressive growth in the East, with Y-Y sales up by double-digits worldwide.

The H-D Street 750 has the best sales and highest growth rate in Asia of any Harley model ever.

The Y 2016 Street 750 belongs to the 1st, and currently only, Harley model family to be made outside the US—manufacturing on the Street series of 500 and 750 engines is split between the American Midwest and India, depending on destination country. The dual locations make for significantly quicker delivery times in Asia and the Pacific.

It also helps that the 750 was developed with the express purpose of appealing to “International Urban” buyers in love with Americana.

“We made a concerted effort 5 or 6 years ago to begin to reach these buyers,” a Harley-Davidson spokes person said. “Urban environments require something more agile than what you need for the open road—you need to be nimble and have good torque to get around traffic.”

The Street 750 is the larger-engine version of the 2 Street models Harley offers, the $6,849 Street 500 the other. When they were introduced last year, the 2 were Harley’s 1st all-new models in 13 years and its 1st lightweight motorcycles since the Sprint in the 1970’s.

Harley’s 750 comes with a liquid-cooled 749 cc V-Twin engine that is similar in architecture and timbre to the one found in the popular V-Rod series. The liquid-cooling part is important, as it is more comfortable than air-cooling for riding in stop-and-start traffic, and it has a stronger torque thrust from the get-go.

This is not a long-leg, lean-back, lazy-boy ride.

I do not care for the 750’s overall styling, though it is arguably the most relevant of the brand’s repertoire among younger buyers.

Compared with such bikes as the Yamaha Star Bolt, Royal Enfield Continental, and Triumph Continental, the 750’s high handlebars, swooped fat seat, and weird headlamp cover don’t look dynamic enough to capture the imagination of design-focused riders.

The brand’s reputation for oversize, loud motorcycles and oversize, noisy riders still works against it for attracting anyone who wants to feel Steve McQueen-cool on a motorcycle.

Cafe Racer riders will default to Ducati’s Scrambler or even a possible upcoming BMW Scrambler when they want something new to ride.

Some components of the 750 are great, such as the single 3.5-in dial at the center of the handlebars. It pulls its weight working singlehandedly as an odometer, trip meter, and LED indicator for lights, oil pressure, turn signals, engine diagnostics, and fuel, among other things.

There are blacked-out fork gators with skinny, black, 7-spoke cast aluminum wheels, 17 ins in the front and 15 ins in the rear. The single exhaust, blacked-out fins, mini bullet turn signals, and black speed screen make the bike look closer to a Cafe Racer than any other modern Harley. And a blackened engine is always lovely to look at: Carefully tucked and contained under that teardrop tank, it is the heart, guts, and muscle of the bike wrapped in one.

The Sound: The 750 growls low and guttural. The tone may not quite warm ears of riders inclined to Italian engineering or British aesthetics. But it will beckon like a siren for those who, whether here or abroad, want to join the Harley family.

Have a terrific weekend.

HeffX-LTN

Paul Ebeling

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