Motoring / Cars and Bikes

Tanner Van De Veer Attempts To Revive The Harley-Davidson

Tanner Van De Veer publishes a University-grade thesis, in an attempt to save Harley-Davidson from agonizing loss.

Sep 30, 2020 | By Julia Roxan

Shrouded in dark figures, the iconic American motorcycle brand, Harley-Davidson have been on a rapid downward spiral since 2007. Selling a mere 218,273 units worldwide in 2019, the company reported a 4.3% drop in sales when compared the 228,051 units sold, the year before.

Tanner Van De Veer Attempts To Revive The Harley-Davidson

On a mission to bring Harley-Davidson to a whole new generation of riders, design studio, Tanner Van De Veer has published a University-grade thesis, identifying Harley-Davidsonā€™s most pressing issues. Mapping-out the necessary changes and steps in full detail, Tanner Van De Veer highlights the companyā€™s failure to attract younger buyers and passivity when scouting dealers.

Going further, the thesis unveils the renderings of a revival motorcycle. Positioned as an entry-level electric bike with a low starting price and light, accessible dimensions, the studio expresses a need for a small-to-mid-weight electric motorcycle targeted at balancing sport and relaxation. Such a bike, thus aims to redirect the Harley-Davidson product, from an exclusive social club to a diversified lifestyle essential.

 

Crafted based on the signature Harley-Davidson design language in an effort to maintain brand identity, Tanner Van De Veer suggests establishing a hot swap battery subscription platform to reduce capital for each individual purchase, and sustainable elements such as an electric powertrain ā€“ which is not only quiet and environmentally friendly, but provides a less intimidating learning experience, thanks to the consequential elimination of the bikeā€™s clutch and excessive gears.

Drawing inspiration from some of Harley-Davidsonā€™s earliest creations including, the boarder-tracker, the all-new revival motorcycle is expected to feature an abundance of transparencies, creating an illusion of mass whilst a combination of lights and brutal shapes modernize its form. Regarded equal part vintage and punk, the revival Harley-Davidson showcases a distinctive open-air tank, a paneled power unit, Carhatt duck canvas seating, and a stripped down UI system, which allows riders to disengage from technology and truly enjoy every moment of the great outdoors.


 
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