TOKYO -- U.S. motorcycle maker Harley-Davidson is set to introduce a new model in Japan at the end of this year with a 750cc engine aimed at young urban riders, as its core customers gradually put away their biker boots.
For years, the venerable motorbike maker has focused on touring bikes with engine displacements over 1,000cc. The Harley-Davidson Street 750, which will hit Japanese showrooms at the end of the year, may be smaller but it is getting rave reviews.
The Street 750 is designed mainly for city riding. In Europe and eleswhere, young people increasingly hop on motorbikes for commuting or shopping, rather than for long rides in the countryside. Harley-Davidson designed the new cycle for city riding, targeting people 34 and under.
The handlebars have a gentler sweep, for nimble steering and the engine is liquid-cooled.
To develop the Street 750, Harley-Davidson interviewed 3,000 people in 10 countries, including the U.S. and Japan, where its sales are strong. It analyzed their responses based on criteria such as age and riding experience. The company said this enabled it to design a bike tailored to the needs of younger riders. The Street 750 has a unique look, with almost all the visible parts blacked out, an aesthetic touch also aimed at catching the eye of younger bikers.
Harley's main buyers are getting older, with an average age of 55 in the U.S. and 44 in Japan. The company has built a die-hard fan base and a solid brand around the world, but it is acutely aware of the need to attract new riders