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MILWAUKEE – In a move that certainly raises questions about motivation, Harley-Davidson on Friday reduced the price of its entry-level Nightster model, bragging the “model is now available for under $10,000.”
Not much under $10,000, though. Actually, just a measly $1 less.
The base Billiard Gray version of the Nightster now has an MSRP of $9,999, which is significantly less than the $13,499 price tag model had when it was introduced in 2022. The price is now more in line with Honda’s base Rebel 1100 at $9,599 and Indian’s Scout Sixty Bobber at $9,999.
In dropping the sticker price, the company said said the new lower price makes “the authentic Harley-Davidson riding experience more attainable than ever,” but did not give any reasons for the change.
Was it prompted by poor sales and shopper reticence to pay more than $10,000 or due to economic malaise in general?
Or did the recent announcement by Harley-Davidson of a limited-edition model – the race-inspired CVO Road Glide RR costing $110,000 – produce a bad look for the brand that suggested its now solely focusing on luring wealthy customers?
No matter, Harley-Davidson is still top heavy with expensive models. One model costing one buck under 10Gs probably won’t make much of a difference either in terms of sales or perception.
(Photos courtesy of Harley-Davidson.)
