Harley‑Davidson’s new chief executive Artie Starrs is shifting the legendary maker from its premium cruiser focus to a volume‑sales model. After a decade of targeting baby‑boomers with expensive touring bikes, the firm plans to re‑launch an entry‑level motorcycle next year. Starrs told investors the move aims to win back younger riders who have been priced out.

Central to the plan is the revival of the Sportster, a model discontinued in 2022 after its air‑cooled engine failed European emissions rules. Starrs said the updated bike resolves that compliance issue, though he offered no technical details. Priced around $10,000, it will sit alongside Harley’s current cheapest offering and feature an 883 cc engine.

The strategy could reshape Harley’s revenue profile, which has slipped as its core demographic ages. By flooding dealers with a sub‑$10k model, the company hopes to boost unit volumes and improve cash flow without sacrificing brand cachet. Early market response will test whether the classic name can thrive on affordability rather than exclusivity.

Analysts note that a successful entry‑level launch could lift Harley’s diluted earnings per share and give the firm leverage in renegotiating dealer contracts. A broader model roster would also diversify inventory risk. Failure, however, would deepen the brand’s reliance on its aging high‑margin segment and strain cash flow.