Harley Davidson

The Blackline

Shrouded in mystery in Don Hill’s, a dark and dank dive bar in Soho, New York. Willie G. Davidson and his styling team stand up on stage proudly as they are about the present the unveiling of their new beast: The Blackline. There is something rather elegant and visceral about the bike. Black, sleek and minimal, its clean and simple proportions have a timeless quality.

The first thing you notice on the Blackline is its long, low lines, enhanced by the slammed rear fender and the lowest two-up seat ever offered by Harley-Davidson. Less obvious, but just as important to the overall look, is the low-profile gas tank and softail chassis.

The Blackline's minimalist look and feel was aimed directly at Harley-Davidson's younger customers, explains Scott Habegger, Director of Motorcycle Product Planning. "Our research showed we needed to differentiate the Softail line a little more, and make it more attractive to competitive riders looking for a distinctive Harley bike within their price range. The Blackline fits the bill perfectly."

Lead designer and creator of the bike Casey Ketterhagen first started designing the Blackline as a side project. “I made the mock up and it grew from there. I was inspired by outlaws and bandits and wanted to make something that pushed everything right to the legal limit”.

Willie G. Davidson is senior vice President, chief styling officer and grandson of one of the original founders of the company. Massive burly men hush into revered silence to hear him speak. “You ride this bike like you stole it,” jokes Willie. “We understand the brand and market and our image is very unique. We have a passionate following that most other companies would kill for.” Willie is spot on. I was told that some guys even have his face tattooed on their bodies.

Don Hills was jam packed with biker boys and girls, hipsters and Harley tattooed ladies all looking to get a glimpse of the new bike and soak up the atmosphere. There was enough Jack and coke being poured to make sure that by the end of the night everybody had a tank full.

There is something quintessentially cool about Harley Davidson bikes. They conjure up images of excess and rebellion which can make any man feel like Steve McQueen, if only in their minds. “This bike speaks to the crowd that doesn’t want to be spoken to and grew from the grass roots of a disfranchised youth,” says Mike Lowney, director, market outreach.

The Blackline succeeds in targeting a younger market. The free thinking radicals who crave the sweet taste of the open road and laugh in the face of four wheeled conformity. They may also wear sunglasses indoors which is frowned upon in most cultures though.

Due in UK dealers later this month and with a price tag of £13,895, being a rebel without a cause has never been cheaper.