Harley-Davidson Revs Up The V-Rod For Upscale Riders

NEW YORK–Harley-Davidson Monday officially unveiled V-Rod, its first new motorcycle line in nearly a decade.

Although specific advertising details were not announced, the Milwaukee-based company says it will attempt to expand its consumer base by targeting marketing efforts in the fourth quarter towards affluent, technology-conscious 35- to 44-year-old buyers, who can afford a model that will be priced at the top end of its class.

With a suggested retail base price of $16,995, it will cost almost two-thirds more than many of the Japanese-built cruiser and performance motorcycles currently attracting Harley’s target audience.