Finally. That's all I can say after seeing Harley-Davidson's RMCR cafe racer concept. Cut, print, get it into production tomorrow. The Motor Co. absolutely needs this in dealerships sooner rather than later. Why? Because after years of middling languish, a cruiser and bagger-heavy lineup, forced entrance into the electric market, and a less-than-successful entry into the off-road market, the RMCR feels distinctly Harley, yet also distinctly looking toward the future.
And that might sound wild given it's a 1,250cc V-twin-powered retro design, but the market and Harley fans are yearning for something that is more youthful. That's this. It's a look to the future while not betraying Harley's past. It's a motorcycle that is attractive to the youth, fills a market that Indian left behind, and has the potential to bring in new folks who absolutely would never look at a Harley.
It's a giant billboard for how cool Harley can be.
And, along with a few other changes to its lineup I'm going to talk about here, this go-fast model is the perfect mic drop for that. The start of a new Harley-Davidson era. The return to the top of the pyramid. The return to profitability. The return to a demographic that doesn't strictly collect Social Security. God, this is what Harley needs to sell.
First and foremost, the RMCR—Revolution Max Cafe Racer—is, unsurprisingly, powered by Harley-Davidson's Revolution Max V-twin. The 1250cc engine is said to be centered around a custom chassis, though to my eyes, I'd hazard a guess that it's a modified Pan America frame, as that motorcycle already is powered by the engine, and it lends itself to customization.
According to the brand, the RMCR was built for the Mama Tried show, which is going on now, and was "Inspired by the legacy of the original XLCR café racer," and built so that Harley's designers could "see how far they could push the Revolution Max platform." The brand added, "[The RMCR is] a modern interpretation of a rebellious original, and a tribute to Willie G., whose influence still guides how we design today."
The bodywork is carbon fiber, and there's a custom 2-into-1 exhaust system, and based on the social media videos I've heard and watched, that motor sounds amazing uncorked. It's unclear what the suspension is at the front or rear, but again, this looks very Pan America-based, so I'd guess there's some DNA there in those parts, along with the brakes. The whole package, however, is freakin' amazing and it seems that Harley's looking to see how the public acts to the concept before committing to production.
Luckily, it seems everyone's stoked. But more than public opinion on social media pages and elsewhere, the RMCR is exactly what Harley needs right now, and it could be the centerpiece of a new strategy that ensures the iconic company remains with us for the foreseeable future.
Harley is currently at a crossroads. Its demographic is about as ancient as the granite peaks of the Himalayas. The economy is, well, shit. And the company is looking at a balance sheet that reds more red than black. Harley-Davidson desperately needs to win over new buyers, and not just bank on the cruiser folks it's spent the last three decades catering to. Why? Cause they're dying. Plain and simple, and the youth market doesn't want, nor can it afford, a $40,000 bagger. Or a $110,000 bagger.
The RMCR, however, is decidedly more youthful and can attract a new clientele. But it can't be the only thing to attempt that. We already know that the Motor Co. is working on an entry-level motorcycle, something that could bring in fresh and young riders who don't want a 1250cc motorcycle or who just can't handle it. That's a great start, too, and the company needs that one out quickly, too. But I'd also tell Harley's new CEO that he should also not just throw the Revolution Max engine into the RMCR and the Pan America and call it a day.
You need middleweights to round out the classes Harley plays in.
Right now, the only Pan America offered is the one with a 1250cc V-twin. But something with a smaller-displacement engine, along with less tech, fewer niceties, and other things that drive prices up would be welcomed by the market. And I absolutely believe that if Harley can do that, it could then bring a smaller displacement, likely cheaper, version of the RMCR to market, too. Big engines are fun, but they're expensive and still big. You need something in the middle.
What I am astonished by, though maybe I shouldn't be, is how little fanfare the RMCR concept is getting from the company. There are a few social posts, so videos taken from the show floor by attendees, and...that's it. No official press release, no video, no nothing. This could very well be the Harley to take Harley into the future, and it's just sorta there. I pulled the photos off Harley-Davidson's Facebook page, as no one from corporate sent a single thing out!
Give it more love, folks, cause this could be what Harley-Davidson needs to survive.
