Monday, May 18, 2026

Harley Davidson seems to have gotten a good look at the economy, and sees that it's time to get affordable for the masses again, the golden era of yuppies is over.

The new chief executive said, the name of the game is volume sales—and affordability. 

HD confirmed plans to revive the iconic air-cooled Sportster as part of plans to draw a fresh crowd

The born-again Sportster, expected to arrive as early as next year, is reportedly set to use an 883cc V-twin engine and carry a target price of under $10,000 in the US.

the prospect of a new air-cooled Harley for under $10,000 would mark a significant shift for the company and could prove a major win for aspiring owners looking to buy into the brand.

Dropped from Harley’s range in 2022 after the company claimed Euro5 updates for the old Evo motor were not financially viable, the outgoing Iron 883 left a sizeable hole in the firm’s line-up.

Reviving the 883 marks the firm’s latest shift in direction in recent years as successive CEOs have attempted to rediscover the American giant’s former profitability.

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