It seems Harley-Davidson doesn’t want to be associated with good fuel economy. They’re certainly not eco-friendly, so they don’t have that to worry about, and as far as motorcycles go they don’t really get the best gas mileage, but I guess if too many people start riding them they will lose that “Bad Ass Mid-Life Crisis” image they’ve worked so hard to build up.
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It seems you have missed the point of the add.
They are saying that the fuel economy should not be the main reason you ride, the love of riding should be the main reason.
The fact that they listed the mpg shows that they are proud of it and that they think that it is a good reason to ride but not the first reason. The first reason is your love of the ride.
The add makes sense because if you are really all about economy you would not ride a Harley but if you like the look and the experience while also wanting to save gas it might be an ok choice.
I realize the point is that riding a Harley is about more than mpg. However, I think it’s stupid to try and live in the past with phrases like “red cent” and all that. Things change, and one of those things might be that motorcycles are loved for their efficiency and start to have quiet exhausts with emissions equipment.
If Harley doesn’t want to get with the times, it will find itself dying out like the dinosaurs that gasoline-based vehicles are bound to become. Similarly, if this is a sideways advertisement for fuel economy, they’re just advertising for posers who think riding a motorcycle makes them cool even though they’re really just cheap.
🙂
Don’t forget, All modern Harleys are descendants of the BMW R32. A design blatantly stolen from nazi germany. GO ‘MURICA!
As Foghorn Leghorn would say, “there’s a hole in your glove, boy!”
The ad uses reverse psychology brilliantly, appealing to the many folks who are looking for more efficient modes of transportation, and likely don’t realize that a motorcycle is very fuel efficient.
The other reasons as explained are the bedrock justification folks use to buy a bike (a hog especially), and just reinforce the brand’s core identity. That actually feels more like an assurance to current Harley riders that the rookies who buy a Harley aren’t going to dilute the brand’s swagger.
Not bad, Milwaukee.
I guess you didn’t get my “I come to bury Caesar, not to praise him” speech, either, huh?
Sir, I can tell you are not a motorcycle enthusiast. Your lack of soul and and cynical quip about this beautiful ad tells me you don’t “get it” at all. Please stick to writing about what you know.
sigh…
Two points:
1. 50 MPG is not that good for a motorcycle
2. The ‘joy of riding” mentality before practical consideration is one of the reasons why Japanese are overtaking American car makers.
Harley Davidson:
Yesterdays technology for tomorrows price
Very clever. Harley has one of the world’s best marketing departments. Now then –
I AM ‘all about economy’ and I ride a Sportster. I do get 42-45 mpg in town and 52-55 on the open road. It’s PART of why I ride (and helps justify the cost of a new motorcycle to my wife).
There are three incandescent bulbs in my house, in places where instant light is useful. All else: a game against the utilities. I enjoy it and have a positive impact on the environment at the same time.
I don’t know why you say “they’re certainly not eco-friendly.” 50 mpg is 50 mpg, is it not?
A stock Harley has a wonderful low-key sound; if you don’t appreciate that sound, give it some time.
Interestingly, I came to own my Sportster as a result of watching the Discovery Channel; they had a tour of the Kansas City Sportster plant on. The manufacturing methods look very up to date (I work in manufacturing cost accounting). I decided to visit the dealer and ride one. The quality is top-notch, and the price was reasonable for what you get (that HD emblem isn’t more than $500 added value, compared to other bikes).
Lest you think it was really the midlife crisis, you’re partly right. I am 50 years old. But I’ve been riding since fourteen, on anything I could get my hands on – dirt and road – and this was my first new road bike. My last road bike, a Honda 550/4, cost me $200 plus some work to make it roadworthy.
The bike isn’t perfect – it still vibrates – it’s an ancient design, after all. But it’s riding a classic brought up to date with modern oil filtration, fuel injection, kevlar drive belt… so I can enjoy riding to work without reliability issues.
I was actually directed over here from another site, so had to leave my two cents. Hopefully, I see you on the road.
This ad is part of trend where people who are not concerned with fuel efficiency, in fact, who make fun of people who are concerned with fuel efficiency, will get a bike or ride their bike more often. So even though gas is still ridiculously cheap for what you get and what it costs us all in the long run… getting these folks on more efficient vehicles is a good thing.
Maybe some of these tough guy Harley people will actually ride their bikes in winter… when no riders is one the road except for the tougher BMW/Ducati folk.
Also, I don’t like the whole anti-intellectual vibe of dissing biology. Knowing more biology makes the topic (and practice) of sex more interesting!
O, and there is the argument that loud pipes save lives… but some Harley owners take it a little too far….
I think rider has the gist of the ad. In a jewelry commercial, the ad might read, “Don’t buy this diamond because it’s a flawless 2-caret stone that will retain its intrinsic value in a market slide, buy it because it’s shiny and pretty and she’ll love it.”
The first part is true, and they’re accepting it, but they’re trying to reach beyond the practical.
Yeah, Harley’s proud about their fuel efficiency, or it wouldn’t be in the first sentence. That’s not the reason people buy Harleys, their advertising has been smart enough to reflect that knowledge since the 70’s.
I first bought a Harley 25 years ago, I still have that bike. In this time, I’ve collected several used Japanese/European models, but I still prefer to invest in my fellow countrymen. YMMV.
50MPG may be what is says on the papers at the dealership, but the real world MPG is more around 30-35 MPG. Buy a fuel efficient import car, it will cost about the same, get better mileage, and can handle more passengers.
Maybe they’re trying to tell people: don’t buy a Harley just to get better gas mileage, because if that’s your only concern you probably have no business on two wheels anyway, and we don’t need any more idiots on motorcycles out there.
@Mirza
50mpg is better than what I get on my 2002 honda shadow 600. you’ve got to have a pretty small bike to hit 50mpg. Vespas will get better than that I guess.
a harley != really cheap.
a decent harley is 20k.
a decent honda is 7k.
you’re not buying a hog to save on gas. it is definitely image related, but who cares?
now, when you see their trailer hauling 4 bikes down the road behind the hummer, what are you more upset about?
Sorry dude Rider is right. Your comments just sound douchy
They may get better gas mileage than a single person driving most cars, but their emissions are worse than most cars. This is because motorcycles don’t have emissions controls or catalytic converters, and they don’t have to pass emissions tests.
Agreed, Benjamin. Back before the employees bought the company in the 80’s, H-D was Honda’s leaky red-headed stepchild.
Good reputations are borne of quality and innovation, not nostalgia.
My Harley doesnt get 50 MPG, not even close! What Harely are they talking about?
JIff
If I have to explain this ad to you, you just can’t understand. 😉
The last full tank in my 2001 Ninja 500 (which is 80s technology at an 80s price) got a measured 46 mpg. Hmm, time for a tuneup? Or maybe a sign I should be lighter on the throttle? Anyway I think this is a great ad but I strongly doubt any Harley actually gets 50mpg in practice.
I always thought motorcycles were very inefficient. If a motorcycle weighs only about one forth as much as a car, (or less,) than shouldn’t it get at least 4 times the MPG? A Harley getting 50 MPG is better than having one person driving alone in a car, but it is not fuel efficient. Per pound it is only half as efficient as a car. I am sure that could be improved upon. (And I thought it was called a hog because of the guy behind the handlebars…)
I think it is a disgrace that 32 years after the first energy crisis, the average MPG actually went down, not up! Car companies are bragging about 25 to 30 MPG in their advertising. They should be apologizing. WTF?
This is a clever ad. People who buy HDs pay a premium for the name alone- they want to be part of a group. This ad panders to people with that mentality. It actually insults the intelligence level of its customer base and will get them to buy it out of _American Pride_ even if it is not a ‘smart’ decision it is a ‘tough’ and therefore correct decision to those who need that kind of conformity in their world.
“a harley != really cheap.
a decent harley is 20k.
a decent honda is 7k.”
Not really – Look at a Gold Wing vs. an Electra Glide; you’ll see the EG is CHEAPER, by quite a bit. My Sportster 1200R was about $9K new in ’07; in a year I have 12K miles on it with no issues at all (and yes, it’s been in the rain, in fact, it sees 3 miles of gravel each day on its daily commute). ’tis true that it’s union-made in the USA, and that’s part of why I bought it, but go personally look at the fit and finish – it’s first-rate, and parts are metal not plastic.
As to the MPG – it’s real. HDs are now all fuel-injected and miserly. They run warm. My wife has a Suzuki Boulevard C50 (805 cc.) – I get 35 mpg in town, and 50 on the road. As I said before – my Sporty 1200 gets 42-45 in town, and 52-55 on the road. 883s do a bit better than that; Glides usually get in the mid 30s in town, and can get 50 on the road. Sorry folks, the mileage is real.
Dave – you can’t say it’s not a smart decision unless you check one out. By the way, I have no tattoos, patches, or anything else MC related except a full-face helmet and a thick motorcycle-grade leather coat.
Hey Mike,
By 1920, Harley-Davidson was the largest motorcycle manufacturer in the world. Their motorcycles were sold by dealers in 67 countries. Production was 28,189 machines. So I doubt
they stole anything from BMW, nice try though
Well well well. Harley (and most motorcycle makers) should NOT touch the green issue even with a ten foot pole. They are out, out, out. Most motorcycles, HD in particular, emit more CO CO2 NO NO2 then 50 Iaris or Civic. End of story.
about 36 miles a gallon on my 05 road king custom. been riding harleys since 1979, didn’t care too much about the gas mileage until it cost me more than 6 bucks to fill up. now i care, but won’t stop riding hogs.
I ride a bike myself as do the rest of my immediate family. We all average 60 to 68 mpg. We ride a range of metric bikes from a 650 up to a 1300. We keep our bikes tuned and running properly as an average ride for us is 700 – 800 miles over a weekend. With “trips” every so often around 2000 miles. There is nothing to compare with the joy and relaxation of riding. It is really good for the soul. I myself am an IT Director. Anyone who has riding even once will truly understand the ad.
As some other commenters noted, you’re being wildly clueless about the add. It’s clever, and it’s far from the ding against environmentalism you’re suggesting.
Mr. Benjamin Jones, the author of this blog post, doesn’t seems to get the marketing message in the article. The first poster “rider”‘ is correct.
While motorcycles may not be eco-friendly emissions wise they certainly are better at fuel consumption.I’d rather see a solo motorcycle than a solo Escalade on the morning commute.Granted motorcycles can’t be year round transport in all climates.However they do trump all but public transport for efficiency unless you live close enough to allow commuting by foot or bicycle.
@Merkin – 30-35? I average 45 on my Harley.
@Max – At least in California, all motorcycles are regulated for emissions.
Harley Davidson: the only motorcycle made in Japan that can’t go around corners.
Yer wrong, bud. Harley’s are ALL fuel injected and the big twins all have closed-loop control via oxygen sensors (like cars). They DO have to pass very stringent emissions tests, which get tougher every year. And there are catalysts for specific markets that have even tougher emissions than the U.S. – so, basically, shut yer pie-hole cause you are clueless……
you all completely missed the point of this ad.
Max,
You may want to have another look at the new Harleys. They do have a type of catalytic converter.
And they are computer controlled to meet the minimum federal specifications for emissions.
So I’d have to question your knowledge to make such comments.
… looks like somebody doesn’t understand marketing at all.
Ride a motorized bicycle instead, because it gets 200 MPGs and you can easily build & customize one yourself for the cheap!!
Check it out: http://www.motoredbikes.com/showthread.php?t=10392
America, Please Don’t Buy a Harley Because it Gets 50 MPG. MPG describes riding like Consumption describes a docile consumer. History has shaped its populace, not the whims of foreign conglomerate control. American workers pour their soul into it for $6/hr. Let’s chase the American Dream whether it exists, or never did in the 1st place. Let’s ride to our deaths without health care. Let’s fill our lives with consumption and never get back anything for it in the end. So screw it, let’s go to Walmart!
>>The fact that they listed the mpg shows that they are proud of it and that they think that it is a good reason to ride but not the first reason.
That would have been true if they hadn’t said ‘let’s chase sunsets whether gas is 6 bucks or 6 red cents’. I’m sorry but at this point they are actually working AGAINST fuel efficiency.
This and other ads like it just work to create a culture where efficiency is seen as some kind of pussy issue that only San Francisco fags of French descent care about.
Well guess what assholes, clinging to yesterday’s fuel-ineffecient technology is no way to bring jobs to the heartland. Spare us your emotional marketing.
mike-
Please expand on why HD is a descendent of the R32. I like BMW’s but they have a boxer engine and HD’s have a v twin. Wikipedia does say that HD copied the R71 during WWII; but only 1,000 were made and it never went into production. HD was building bikes in 1904.
Uh, it’s advertising. HD, a publicly traded company, doesn’t care if you ride the thing in the SF Gay Pride Parade dressed in a bunnysuit.
They are advertising the MPG. Then they are trying to make you want to ride a Harley. If they knew they could sell more bikes to teenage Asian girls than they sell to the public now, you would see a Pokemon model in a month.
Surely the real reason people buy a Harley is to compensate for their small penises?
I ride a 31 year old 1000cc Harley that gets 49mpg, so Harley’s claim is not unrealistic.
But the ad is not about getting 50mpg, no-one ever bought a Harley for that. They are not targeting the Pious drivers with these ads.
It is all about the second last line: “Let’s ride to parties like rock stars.” Johhny Rotten has always been a role model of mine.
And Mike above, Harleys are not even remotely descended from the BMW R32. Harley did produce a World War II military bike copied in some aspects from the BMW for desert use, but only a couple of thousand were made. Today’s Harleys are descended from two pre-world-war-II Harleys. The 1936 HD Knucklehead became todays HD big twins, and the 1929 HD Flathead became today’s HD Sportsters.
So pull your ignorant head in with the “Murica” bashing.
I am Sorry to burst the bubbles of so many of you nay sayers. I drive a harley and routinely get over 50mpg. For example. Today, I got 128.8 miles on 2.491 gallons and that was around town. (51mpg for the slow of math) I can ride in the HOV lane doing 60 while the rest of the road is in bumper to bumper traffic.
I ride my HARLEY in the winter, and I bet that if you looked you’d find many more.
My Honda Wave 110S has been the best yet.
I have been riding motorcycle everyday for the past 18 years of my life, because I love it.
What I don’t understand is why anybody would call a Harley a bike or want to ride the piece of crap.
American marketers wet dream, all show – no go… is more fitting.
I don’t know when you last checked a bike, but in most places they DO have catalytic converters and DO have emission controls and DO have to pass emissions tests.
However, regardless of fuel efficiency, riding a bike is not for everyone. Many people would just get themselves killed or maimed on a bike.
Harley’s are heavy, relatively low tech and certainly vibrate. They do not get the best mileage in the motorcycle world, but they do have character you do not need to spend $20k to get a decent Harley. Many would argue that the most DECENT Harley, in terms of fuel efficiency, handling and pure fun, is the sportster, which is the cheapest model in the Harley range (more in the $7k range).
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