The MoCo, the Motor Company, aka Harley-Davidson, introduced its 2018 softail line of bikes. Gone are the Dynas, sort of. Actually, the Dynas have more or less been incorporated into the new softails.
As the MoCo seeks new generations of riders, while remaining loyal to the usual Harley touring bike riders, it made a bold statement with the Fat Bob 114.
And the Fat Boy 114.
Muscular. Aggressive. Powerful. Unique. Independent.
Those adjectives can also be used to describe traditional American values.
With these two (and other) updated models, the MoCo stakes a claim in the biker market, dramatically declaring to the world that it represents American values. And by representing American values, it speaks to the ultimate freedom offered by riding a motorcycle.
Not a 50cc little around-town-putter, but a pavement tearing ride appearing to be in motion even while resting on its kickstand.
Appealing to the X-Games crowd and, as one Harley-Davidson dealership co-owner described it, seeking out the younger dirt bike rider, older dirt bike rider who realizes he doesn't bounce as well as he once did, and BMX rider looking to hop on a motor, MoCo is laying a bold, indisputably American value based claim on the market.
The single word dominating their advertising -- freedom -- captures that statement of American value.
At the invite of a local Harley-Davidson dealer, I will be taking the Fat Bob 114 for a test ride this week. Can't wait to explore more freedom, American style.
On the open, road, drop into a corner, point my chin where I want to go, and grab some throttle. That captures the American definition of the American value of freedom.
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