Harley-Davidson forged the next-generation, liquid-cooled V-Rod Muscle to appeal to a younger audience. Eager to rev up sales, the company has made supermodel Marisa Miller the, ahem, face of Harley's new muscle bike. But it'll take more than sex to sell the V-Rod.
Harley, which reported a 37 percent decline in third quarter earnings and has been slapped hard by the credit crunch, developed the V-Rod Muscle to broaden its appeal among younger buyers. But the V-Rod hasn't exactly gone over well with the base – Harley's average customer is 47 years old – and the kids aren't flocking to it.
Sluggish sales prompted Harley to launch a marketing campaign that looks to us like nothing more than lots of photos and a video of Miller draped over the bike. Harley says the V-Rod's "sculpted body and commanding physique complement Miller, who not only represents classic American beauty, but also strength and athleticism."
Sex sells, but can it sell a hog? Especially one many purists don't consider a hog?
The V-Rod made its debut in 2002 as the first Harley to use overhead cams and fuel injection. Despite reviews that praised the bike's power and civility, many people complained, "It's not a real Harley." The 1130-cc 60-degree liquid-cooled V-twin engine was designed by - gasp! - Porsche, prompting critics to label it "un-American." Other said the styling is just too far out.
Harley's refined the V-Rod over the years with variants like the Night Rod, and the V-Rod Muscle continues the bloodline. Porsche's still got a hand in the engine, which is now 1250cc, and the bike's futuristic styling remains. Stylistic flourishes include screened air scoops that jut from the faux fuel tank (the tank actually is under the seat), dual-side exhaust pipes with turned out tips and a 240mm-wide rear racing tire tucked tight under tail. The bars are lower than the original V-Rod's Schwinn Stingray-like bars and the foot controls are closer to the seat making for a less extended riding position. We haven't ridden it, but our friends at Hell For Leather call it "functional, fast and and sexy" and say it's "one of two Harley's we'd actually ride." (The other being the XR1200.)
Miller has no problem stretching out on the '09 V-Rod. She is best known for her work in Victoria's Secret but has graced the cover of many magazines. "To represent such an iconic American brand is incredible," she said in a Harley press release. "I have grown up watching my dad and uncle ride Harleys. It's amazing to circle back at this point in my career, and work with a brand I have so much respect for."
There is no denying that the V-Rod Muscle's curves complement Miller and vice-versa. But is an emphasis on curves and a super model's seal of approval what Harley buyers want? The V-Rod was, and remains, a new direction for Harley Davidson. Harley Davidson, however, has never been a company about change. It is steeped in tradition and known for its distinct, unrefined structure and image. Is the V-Rod a break from that tradition?
Harley owners, paradoxically, have never been about conformity, and maybe the future of the company lies with a bike like the V-Rod. If so it, it will take more than T&A to convince buyers of that.
Photo and video by Harley-Davidson.
https://www.youtube.com/watch?v=vARaSyQIkzM
