American motorcycle manufacturers have historically focused on producing larger motorcycles for several reasons:
Market demand: The American market has traditionally favored larger motorcycles, particularly cruisers and touring bikes. These types of motorcycles are often associated with the American motorcycle culture and the open road experience. Manufacturers have responded to this demand by prioritizing the production of larger bikes that cater to the preferences of American riders.
Brand image: American motorcycle manufacturers such as Harley-Davidson have cultivated a strong brand image around their larger motorcycles. These bikes are often seen as symbols of freedom, power, and individuality. The manufacturers have invested heavily in building this image and have become synonymous with the American motorcycle dream. Shifting their focus to smaller bikes may risk diluting this brand identity.
Competition: American motorcycle manufacturers face strong competition from international brands in the small and mid-size motorcycle segment. Companies like Honda, Yamaha, and Kawasaki have established a strong presence in this market, offering a wide range of smaller, more affordable motorcycles. American manufacturers may find it challenging to compete effectively in this space, especially considering the cost and infrastructure required for research, development, and production of smaller bikes.
Manufacturing costs: The production of motorcycles involves significant investment in manufacturing facilities, supply chains, and research and development. American manufacturers have optimized their operations to produce larger bikes, and retooling their factories and supply chains for smaller motorcycles would require substantial investment. This factor makes it less economically viable for them to venture into the smaller bike segment, especially if the demand is relatively lower in their primary market.
For example, Harley-Davidson has introduced models like the Street and Sportster series, which are relatively smaller and more accessible than their traditional heavyweight cruisers. These moves reflect a recognition of changing market dynamics and an attempt to appeal to a broader range of riders.