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UK manufacturer confirms increase in suggested retail prices

15th April 2009

Following last month’s announcement that Harley-Davidson UK will implement a manufacturer suggested retail price (MSRP) increase on 1 May 2009, the domestic motorcycle importer has today revealed further details of its new pricing structure. The new figures are the result of an increase in the wholesale price of machines to its dealer network.

The UK arm of the American-founded legendary Motor Company® has tried to minimise the impact on its customers by limiting the increase on the Sportster®, the retro inspired XR1200™ and VRSC™ families to an average of five per cent. However, all motorcycles in the Touring, Dyna® and Softail® families will be subject to an average ten per cent manufacturer suggested retail price increase.

For the Touring family in particular, this price increase is one that has been delayed by the manufacturer and its UK subsidiary despite a variety of technological updates to all machines in the range. With recent model year 2009 developments taken into account, the increased price tag of the Touring motorcycles – now starting from less than £14,000 – does still represent excellent value for money for the classically styled Harley-Davidson® motorcycles.

The FLHT Electra Glide® Standard, which as with all machines in the range comes with ABS as standard, remains the lowest priced Harley-Davidson® Touring machine at £13,730 on the road. The top of the range FLHTCU Electra Glide® Ultra Classic™ will be priced at £18,680 OTR.

In the Dyna® range, the popular FXDB Street Bob will increase to £9,840 OTR, while the price of the classic Fat Bob® will rise to £11,340. The Softail® motorcycles pricing will also reflect the increase with the price tag of the recently launched FLSTSB Cross Bones™ rising to £13,980, the Fat Boy® immortalised in Terminator 2 increasing to £14,530 and a new price of £15,460 for the Rocker C – which still represents excellent value for the straight out of the crate custom machine.

The price tag of the Harley-Davidson® VRSC™ motorcycles will show a smaller increase with the new Muscle™ costing from £12,950 on the road and the price of the award-winning VRSCDX Night Rod® Special rising to £12,880. As with the Touring machines, all models in the VRSC line-up come with ABS as standard and prices for the VRSCAW V-Rod start at £12,620.

A starting price of less than £5,500 ensures that the Harley-Davidson Sportster® family remains affordable and accessible. The XL883 will cost just £5,450, with the recently introduced XL883 Iron costing just £190 more at £5,640 on the road. The increase on the 1200cc machines is also minimal with the starting price of the XL 1200N Nightster remaining under £7,000 at just £6,990 OTR.

“As promised, we have worked hard to minimise the impact of suggested price increases on UK customers and to ensure that our motorcycles still remain affordable, accessible and competitive in the current UK motorcycle marketplace," says Harley-Davidson UK & Ireland Marketing Manager Greg Willis. “We believe that our entry-level Sportster® motorcycles still represent excellent value for money and the increase in our Touring range is still not fully reflective of the amount of technological upgrades that the 2009 bikes benefit from.”

Motorcyclists also have the opportunity to test ride all of the machines in the current Harley-Davidson UK line-up as part of the forthcoming Judgement Days demo ride programme. Every rider who takes advantage of the test ride opportunity will also be entered into a free prize draw for a CVO Springer motorcycle worth almost £20,000. Ride slots can be booked online at www.harley-davidson.co.uk/judgementdays

For further information please visit www.harley-davidson.co.uk or contact customer services on 0870 904 1450.