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MILWAUKEE – Harley-Davidson has never been known for manufacturing small or affordable motorcycles, but with sales crashing and its customer base aging out of riding, the company now plans to offer low-cost, entry-level models. Again.
While this strategy has failed in the past, Harley-Davidson said Wednesday that it hopes to lure younger customers into showrooms with a new Sprint model that has a targeted “entry price below $6,000,” according to company CEO Jochen Zeitz.
The Sprint will be displayed to dealers in October and will be available in the United States in the first half of 2026.
Commenting during a conference call with industry analysts, Zeitz said the new small displacement model has been in development since 2021 and “embodies boldness, irreverence and fun, capturing the rebellious energy that defines the Harley-Davidson experience.”
Zeitz added, “We believe this motorcycle will not only be highly accessible, but also profitable, marking a significant step forward in driving Harley-Davidson’s future profitable growth and opening up a new path and motorcycle segment for the company in future years for its key markets.”
Harley-Davidson did not provide details on the new Sprint model or reveal where it will be made but did say a companion small cruiser model is also in the works.
The company previously used the Sprint name in the 1960s for a 250/350cc model made in Italy by Aermacchi but badged as a Harley-Davidson.
Between 2014 and 2021, Harley-Davidson sold two Street models (500 and 750cc) that faced dealer resistance. Neither generated significant sales.
The least expensive model that Harley-Davidson currently builds is the 975cc Nightster, which has a suggested retail price of $9,999.
(Archive photos by Bud Wilkinson.)
