New Online Store Launched by Harley-Davidson

By Bud Wilkinson of RIDE-CT.com

There hasn’t been a press release from Harley-Davidson. Dealerships haven’t been emailing customers about the debut, either. In fact, the word is that the “soft launch” of a new online store by Harley is on purpose, presumably to make sure everything is working correctly.

RIDE-CT.com’s source says the new store, which offers “Ten Thousand Ways to Flaunt Your Independence,” was unveiled and quietly opened for business just yesterday. It sells every possible product for a Harley as well as apparel for men and women and other branded items for the home. It also has “online exclusive” items that can’t be bought at dealerships.

Harley dealers routinely make more money on accessories and gear than they do on new motorcycles, so there should be some impact on them from the company selling directly to customers in such a polished manner. While dealers will get a cut of online sales, my source says the percentage will be less than what the dealers currently make from in-store sales.

To help dealers, Harley is offering free shipping of goods bought online to dealers, where shoppers can then pick them up. Should a shopper want direct shipping, it will cost.

A quick look at the Harley’s online store shows a well-designed site, with clear categories and the ability to shop for bike accessories by year and model. With more consumers using the Internet to shop, it certainly makes sense for Harley to have a shopping center available to riders at all hours. Just how badly it hurts dealers remains to be seen.

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In a report released today, the Governors Highway Safety Association projected that motorcycle deaths in the U.S. rose approximately nine percent in 2012 to more than 5,000, nearly an all-time high.

An improving economy and rising gas prices resulted in more riders hitting the road last year. A decrease in states having universal helmet laws also contributed to the higher death rate, the report said. Only 19 states requires all riders to wear helmets, down from 26 states in 1997.