
Despite recording losses of something in the region of £30 million pounds last year, on Friday Harley-Davidson announced a new model, the latest in the Dark Custom range.
The Forty-Eight will have a black rubber-mounted Evolution 1200cc Vee, black air filter, clutch and brake levers, as well as a peanut fuel tank, sidemount number plate, chopped front mudguard and lowered suspension. It's pretty, but...
And there's the 'but'. While we quite like it here at BSH Towers, it's very little different than countless mild customs that we've seen people riding for years - and not actually done quite as well. It appears that Harley is intent upon pitching to the younger - 20-35-year old - market, although whether that market has the money or the will to spend on a new motorcycle is quite another thing, particularly with the growth of the hot rod scene showing the youngsters that customising your bike yourself is the way to go.
Harley, it seems, is to continue to promote its products, and, in particular, the Dark Custom bikes, through events like skate parks, wrestling competitions and viral campaigns. And, we hear, with direct product placement on TV series like 'Son of Anarchy'. For those of you who've yet to catch up with this rather fine series, it's a drama (now filming its third series) chronicling the goings on of a Californian backpatch club, which, given Harley's attempt to distant itself as far as possible from another backpatch club in the 1970s, is curiously ironic.
The Forty-Eight is hardly Sons of Anarchy material, but we're not sure quite who it will appeal to enough to buy it over a standard, cheaper Sportster. Because - much as we like Sporties - at the end of the day, the Forty-Eight is just a Sportster with a few cool accessories.