On August 27, 2018 in Pasadena, California, Harley-Davidson undertook the most important launch of its prestigious history. After 10 years of research and development, the engineering team and the international public relations team united their efforts to present its all-new lineup of 2018 Softail motorcycles which the manufacturer did not hesitate to call revolutionary.
This new generation of Harley-Davidson Softail motorcycles includes nothing less than 8 new versions and variants. The 2018 Softail series was part of a very ambitious project to unite a new generation of motorcyclists to the hardcore fans of the brand and its legendary products.
Harley-Davidson’s marketing team conducted a survey of more than 3,000 motorcyclists around the world to gather their feedback and impressions on its previous offering. This study allowed them to better understand the needs and expectations of clients that continually demand more from Harley-Davidson, and then implement the recommendations into its new lineup.
This segmentation of needs now gives way to 8 new 2018 Softail models built on the same chassis. They all have their own unique personalities and they will appeal to a very unique target audience.
To begin with, the Harley-Davidson engineers looked at the famous Softail and Dyna chassis which led to a complete redesign that includes several enhancements, notably to the rear suspension that won’t alter the visual line of Softail predecessors. Harley-Davidson has also reduced overall weight, and improved engine power, maneuverability and aesthetics.
Harley-Davidson’s eight new products (Classical Heritage, Deluxe, Softail Slim, Fat Boy, Low Rider, Street Bob, Fat Bob and Breakout) are part of a very ambitious plan to produce 100 new models in the next 10 years. The all-new 2018 Softail series is Harley-Davidson’s first step towards achieving their global goals.
We’ve just come back from Los Angeles where we drove each new 2018 Softail model. Stay tuned for our driving impressions!