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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.
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