ATK, the leading American manufacturer of off-road motorcycles, has entered into a $100,000 deal to produce 33,000 street bikes over the next four years. Though the company is looking to sell their bikes side-by-side with Harley-Davidson’s, they do not intend to directly compete with The Motor Company. In fact, the new ATK models will have small- to mid-size engines, with displacements ranging from 250cc, to 680cc.
According to a recent press release, the intended strategy “is for ATK to be the second American brand in select Harley-Davidson dealerships. The prime focus of our initiative is to be a feeder brand to the V-Twin dealers — similar to what Scion has been to Toyota.”
It should be noted that Harley does not endorse or support this joint venture in any way. But, according to ATK, “Nevertheless, our new products fit the current Harley-Davidson dealer need and move to offer both the dealer, and more importantly, the retail customer, a complete staircase of V-twin based products, which only acts to complement the current Harley-Davidson product line-up.”
“The approach is simple; get new and younger riders to go into the Harley-Davidson
dealerships,” explains White. “We want to capture those customers who are initially looking for a smaller displacement motorcycle, at an affordable price, and then over time these new riders will develop the aspiration for a traditional Harley-Davidson.”
It will be interesting to see how this plays out. Plenty of companies have tried to introduce new motorcycles brands, plenty have failed. But if this means more jobs, we’re all for it. And an American alternative for smaller displacement motorcycles seems like a great idea. The motorcycle accident attorneys at Riderz Law will keep you posted as more news hits. And we’ll even let you know how those first test rides turn out.