It wasn’t too long ago that we told youHarley-Davidson’s Bronx model motorcycle might not be dead. But we also told you that the MoCo did not submit its regularly issued Statement of Use filing to the United States Patent and Trademark Office (USPTO).

Bronx name abandoned

在那之前,哈雷戴维森已经制造Statement of Use filings every six months since October of 2019. So, when Harley did not file a Statement of Use with the USPTO, we asked whether there was more to the failure to file. We wondered if the lack of a filing was just a Harley oversight or even the USPTO’s failure to list the latest filing.

Well, at least for now, we seem to have an answer. According to Trademark Elite, as of May 23, 2022, the USPTO changed the Bronx’s trademark status to “Abandoned – No Statement of Use Filed.” Further, Trademark Elite explains why the Bronx name has been considered abandoned.

This trademark application is abandoned because no Statement of Use was filed in response to the USPTO issuing a notice of allowance. Abandoned applications confer no trademark rights. Applicants have six months to respond to a Notice of Allowance before the mark is considered abandoned. An applicant can usually revive an application that has gone abandoned for this reason for up to 60 days but must pay additional fees to do so.– Trademark Elite

So, while Harley has 60 days from May 23rd to refile a Statement of Use, it does seem that the ending of a long line of filings means that Harley’s interest in the Bronx name/trademark is dwindling.

Bronx by another name?

Could Harley still be considering building the Bronx, but under a different name? In our original story on this topic, several of you commented that the Bronx name was a less than stellar moniker for Harley’s potential new machine. So, could it be that the people in Milwaukee have just changed their minds about going to market with the Bronx name? Perhaps.

But there are also other signs that seem to indicate that both the Bronx name and Bronx motorcycle itself have been shelved or at least put on the backburner. During Harley’s most recent “Investor Day” on May 10, 2022, all the Harley supporting materials say nothing about the Bronx. There’s not a single mention of the bike in more than 50 pages of Harley’s detailed plans for the period through 2030.

Reinvented Sportster

But there is one tidbit that could point to the Bronx motorcycle model reappearing. Page 24 of Harley’s investor materials discuss Harley’s strategy “…to build momentum in adventure touring and sport.”

In the sport category, Harley shows a picture of a Sportster as representative of its sport motorcycle lineup. Further, the slide states:

“The role of our Sport portfolio
is to…
– Grow ridership in younger people globally”

While that does not say anything directly about what the Bronx motorcycle would have been, the second statement on the slide makes things interesting.

The role of our Sport portfolio
is to…
– Grow ridership in younger people globally
– Reinvent Sportster to shift mix from used to new purchases

Interesting. The Bronx was supposed to be a bike built to draw younger people to the Harley-Davidson brand, and the MoCo seems to have at least let the Bronx name die. So which bike would Harley use to attract those new riders?

Harley’s investor slide says they plan to reinvent the Sportster to shift the mix from used to new purchases. That makes sense; get young people to start buying new Harley’s from the MoCo instead of going to the used market.

Growing new riders

有新的乘客购买新的开始their riding lives helps build brand loyalty and generates more visits to dealerships. Once they have new riders within a dealer’s four walls, there is a much better chance that they can sell accessories, “motor clothing,” and service. It is a win, win, win!

And if young people are Harley’s target audience for the reinvented Sportster, what would that machine look like? Well, first, they will likely want to bring the new machine to market at a price point that young people can afford but also screams “premium brand.”

Next, if the new bike is for younger and potentially less experienced riders, it would likely come in the form of a smaller and lighter machine. And to lure new riders to the brand, does a more upright and traditional seating position seem to be a better proposition to entry riders?

Do any of these traits sound familiar? Would a bike similar to the Bronx fit the bill? To me, it seems like it would, but only Harley-Davidson knows for sure. What do you think? Let us know in the comments below.