Harley-Davidson Files Trademarks for Potential New Models: Deadwood and Low Bob
Harley-Davidson trademark filing sparks speculation over two mystery model names that could be coming soon
Image: The Sun
Harley-Davidson has filed trademarks for two new motorcycle models, the Deadwood and Low Bob, signaling a strategic shift under new CEO Artie Starrs. The Deadwood may reference South Dakota's historic city and is likely a new Revolution Max model, while the Low Bob is expected to join the Softail family. This move aims to enhance brand enthusiasm and profitability.
- 01The trademark filings occurred on April 30, indicating Harley-Davidson's intent to expand its motorcycle lineup.
- 02The Deadwood model references Deadwood, South Dakota, known for its Gold Rush-era architecture and proximity to the Sturgis Motorcycle Rally.
- 03The Low Bob is anticipated to be part of the Softail family, drawing from existing models like the Low Rider S and Street Bob.
- 04Harley-Davidson's new strategy under CEO Artie Starrs aims to reignite brand enthusiasm and drive growth.
- 05The company plans to expand its Revolution Max lineup, focusing on entry and mid-level price ranges.
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Harley-Davidson's recent trademark filings have sparked speculation about two upcoming motorcycle models: the Deadwood and the Low Bob. Filed on April 30, these trademarks suggest a significant shift in the company's strategy as it aims to rejuvenate its brand identity under new CEO Artie Starrs. The Deadwood model likely references the historic city in South Dakota, known for its Gold Rush-era architecture and its proximity to the Sturgis Motorcycle Rally, indicating a potential new Revolution Max model. Meanwhile, the Low Bob is expected to join the Softail family, aligning with existing models like the Low Rider S and Street Bob. Harley's Q1 2026 earnings call revealed plans to expand its lineup, particularly in the Revolution Max category, which is seen as having the most room for growth. Starrs emphasized that this new approach is designed to restore Harley-Davidson's market presence and foster profitable growth for dealers and shareholders alike, aiming to reignite enthusiasm among riders globally.
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The introduction of new models could energize the motorcycle market and attract more riders, benefiting local dealerships and the broader motorcycle community.
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