If you are a fan of Monty Python, you may have seen a movie called Monty Python and The Holy Grail. In it, there is a scene where one character excitedly but weakly exclaims, “I’m not dead yet.” And that may be the case for the well-received but still unfulfilled promise of theHarley-DavidsonBronx motorcycle.

Not dead yet

If you are not familiar with the history of the Bronx model, a lot has happened since it made its first appearance as an unnamed “future model” in 2018. The new machine was supposed to be part of former Harley CEO Matt Levatich’s “More Roads to Harley-Davidson” marketing strategy. Under the More Roads plan, Harley would develop new models that would be attractive to more than Harley’s existing core riders. In this way, he hoped to grow Harley’s market share and sales with people other than the company’s existing base who are/were aging out of motorcycling.

Bronx at EICMA

Things were looking good for the Bronx. And in 2019, a fairly production-ready looking prototype Bronx was shown at the EICMA motorcycle show in Milan, Italy. It was supposed to be introduced alongside Harley’s new adventure bike, the Pan America. Both models were to be equipped with the Motor Company’s new Revolution Max engine. The new powerplant would use variable valve technology and liquid cooling to help make respectable power.

Distinguishing itself from the Pan America, the Bronx was to be equipped with a lower displacement 975cc liquid-cooled, 60 degree V-twin Revolution Max engine. Still, Harley said that the smaller powerplant would make 115 hp and about 70 lb-ft of torque.

The Bronx canceled with the “More Roads To Harley-Davidson” plan

Unfortunately, before either machine could make its way onto dealer’s showroom floors, Harley’s sales and profits continued to flounder. Then CEO Matt Levatich was either asked to or voluntarily decided to step down as the MoCo’s CEO.

It would not be long until Harley’s new CEO, Jochen Zeitz, would take the company’s reins in February 2020. Zeitz tore up the More Roads To Harley-Davidson plan issuing his own new strategies. First up was the “Rewire” and later the “Hardwire” strategies. Both programs would assess and implement changes to Harley’s business and product strategies.

Pan America precedence

Then in a July 2020 investors conference call, Zeitz was pretty mum with the details regarding the Bronx. That August, a Harley-Davidson spokesman’s email confirmed to the Milwaukee Journal that their concentration for the 2021 model year would be on the release of the Pan America, saying:

“In order to ensure an outstanding launch for Pan America, we will not be launching the Bronx streetfighter motorcycle next year.”– Harley-Davidson spokesman to the Milwaukee Business Journal.

所以很显然,蔡茨的主要意图was to deliver the Pan America. With no indication if or when the Bronx would be produced, the idea seemed to have died on the vine. Or did it?

Bronx still breathing with the USPTO

Although Harley had the trademark rights to the name Bronx for motorcycles and motorcycle products, its trademark rights do not remain indefinitely. In the US, if a trademark owner does not put the brand to commercial use within three years, the owner runs the risk of losing it unless they apply for and are granted an extension.

Constant trademark extensions

And although Harley has not put the trademark to commercial use, they have been consistently applying for and receiving extensions for the use of the Bronx name. They have been doing that pretty much every six months since October 2019.

Their most recent renewal is the fifth since Harley applied for the Bronx trademark. About every six months, they have been going through the United States Patent and Trademark Office (USPTO) paperwork process to retain their rights on that name. Each time they have to file for Statement Of Use (SOU) extensions. And, each time they have filed, an extension has been granted.

No sixth extension?

But there could be a fly in the ointment. Interestingly, USPTO documentation shows Harley has yet to file a sixth extension, and that breaks with what Harley has been doing for these past three years. So is it an oversight, planned, or has the USPTO not updated its database yet?

Nonetheless, does filing an extension for a product every six months for three years seem like the company is dropping its plans to use the trademark? Doesn’t that activity suggest that the company has eventual plans to use it? Hmm.

Is the timing now right?

鉴于岩豚鼠已经推出了股票eral new machines dedicated to its core riders and now adventure riders, could it be that the Motor Company will release a new model that is likely to attract a younger and broader range of clients?

When shown at EICMA in 2019, the Bronx prototype looked nearly production-ready. In addition, the 975cc Revolution Max engine is already in production. It currently rides in the newly released Nightster. That combination would seem to indicate that Harley could produce the Bronx without much additional expense to their already sunk costs.

At first blush, the real question isn’t whether Zeitz’s Harley-Davidson could build the Bronx; it’s whether Zeitz is willing to make it. Although the tea leaves seem to indicate he could, only Zeitz and his Harley team know for sure.