Is Harley-Davidson Thinking Ahead Or In Rerun Mode? Remember The Bronx?

Haven’t we seen this movie before? Here’s the plotline. Harley-Davidson diverts from past design practice and unveils a concept of a sporty, non-cruiser model and seeks public response. Time passes and, well, nothing comes to fruition. At least not in 2019 or 2020.

Here it is 2026 and Harley-Davidson is engaged in a rerun in the form of a concept model labeled the RMCR. Photos of which began showing up and generating chatter on social media about two weeks ago.

That was when Harley-Davidson posted a batch of images of the concept model “inspired by the legacy of the original XLCR café racer.” The company stated that the RMCR was created as “a modern interpretation of a rebellious original, and a tribute to Willie G, whose influence still guides how we design today.”

—

A short explanation revealed that the RMCR is a “carbon fiber concept” that utilizes a 1250cc Revolution Max V-Twin engine. It has “a custom 2-into-2 exhaust and a chassis shaped with performance in mind. Every line intentional. Every detail considered.” The RMCR name stands for Revolution Max Café Racer.

So why did the reveal of the RMCR make me think back to 2019 and another more attractive concept sport model?

Remember the Bronx streetfighter? No? That’s because it never went into production. Harley-Davidson used the EICMA show in Milan, Italy in November 2019 to unveil the Bronx and provide additional info on an adventure touring model called the Pan America, which did get built.

—

The Bronx was targeted for release in late 2020 and was to be powered by a new 975cc Revolution Max V-Twin that would put out more than 115 horsepower. It was to come with Michelin tires and have Brembo brakes.

It looked to be a perfect modern-looking sport model to lure younger riders and riders not wanting a cruiser, except Harley-Davidson never moved forward with Bronx. Instead, the slow-selling Pan America was produced.

It’s been said many times and many ways over the years that Harley-Davidson isn’t known for fresh, imaginative designs and for forward thinking. It has long been accused of merely swapping items from a parts warehouse to come up with new models .

While the RMCR is hardly innovative, it is different. In its favor, it isn’t a cruiser, it is sportier than anything currently offered, it is smaller and it presumably would be less expensive, too. These reasons alone suggest that it’s worth building.

But why not resurrect the Bronx as well and give potential customers two new models to choose from? Combined, they could team up to help alter Harley-Davidson’s struggling sales and a trajectory that can only get worse as old riders continue to fade away. It’s time for a Hail Mary.

(Photos courtesy of Harley-Davidson.)