It's looking more and more like Harley's only hope is to branch out into new segments in search of a replacement for its withering customer base, and the 2019 Livewire represents the storied company's first big punch as it tries to fight its way into millennial relevancy.
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Bonhams' Stafford Motorcycle auctions are held each spring and autumn at the Staffordshire County Showgrounds in the United Kingdom, and these auctions invariably throw up some fascinating motorcycles.
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Motorcycle auctions have always been somewhat of a sideshow during Monterey Car Week, but just the same, some delectable machinery is scattered between the four-wheeled lots and this year saw quite a few remarkable two-wheeled offerings.
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Harley-Davidson might be thinking big, loose and crazy for its 2020 range, but it's saved a bit of candy for 2019 as well. In particular, the new FXDR 114 Softail power cruiser with its long, low dragster looks and big, fat Milwaukee Eight motor.
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Under the title "More Roads to Harley-Davidson," the American manufacturer revealed its strategy to broaden its customer base. A series of new models in the next three years will include an adventure bike, a streetfighter, a custom, a small-displacement series and, finally, electric motorcycles.
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In the wake of Harley-Davidson’s eyebrow-raising announcement last month that the loudest, brashest motorcycle brand in the world is planning to go electric, the company has put its money where its mouth is and bought a stake in California-based electric motorcycle manufacturer Alta Motors.
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Rétromobile has been running since 1976, when the most expensive car in the world cost less than $100,000 and long before the term retro had become fashionable. It is one of those places where auctions truly can throw up some remarkable objets d'automotive art. This year it did not disappoint.
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Facing falling sales and a rapidly aging customer base, American giant Harley Davidson is looking for ways to reinvent itself for a younger audience. After gauging interest with its controversial Project Livewire, the company has announced it'll have an electric motorcycle on sale within 18 months.
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The motorcycle auction marketplace evolved rapidly at the year-defining Las Vegas auctions this year, both on a macro and micro level. Mecum's five day sale was the largest motorcycle auction ever held, while Bonhams set a new world record by fetching $979,000 for a 1951 Vincent Black Lightning.
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Good corporate citizenship is becoming an important factor in the annual report and this is now evident on the auction block where the additional value of milestone models is being retained for the benefit of charity, while creating value to the donating company via advanced public relations.
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