Harley-Davidson fans have been very pleased with the sales figures of the Pan America in 2021 especially in the USA where it has become the market leading ADV bike for the year. However can it retain its strong position or will the honeymoon period end early.
There is no doubt that the Pan America surprised many within the ADV world and those from outside, it attracted them to this kind of riding and gave them the opportunity to either retain the H-D branded bike or gain their first real experience of one.
However, whilst it was no surprise that it was a big seller in the Harley-Davdison heartland, it was comparable in terms of units sold to other major brands selling large ADV bikes in other parts of the world.
Now that Triumph have released their new Tiger 1200 range and KTM have got their latest version too. Husqvarna with the Norden and BMW with the GS still in formidable positions, it will be difficult for this rollercoaster to continue.
We cannot forget Japanese offering with the very likeable Honda Africa Twin or capable Kawasaki Versys or Suzuki V-Strom but the market is still favouring smaller bikes too. So much so that Yamaha have gone all in on their Tenere 700 too.
The big names in the market are not the only ones looking to makes sales either. Ducati have their new Pikes Peak Multistrada whilst Moto Guzzi have their V85 too. MV Agusta and Aprilia also want to join the party but Chinese manufacturers are making waves with their mid sized ADV bikes especially with Zontes and CF Moto and Benelli.
The problem Harley-Davidson have is although they produced a really good big ADV bike, the market is saturated. More and more brands are bringing out their own versions too so riders can either go big or midsize and have prices to match.
The Pan America sold in decent numbers around the world due to its good reviews but mostly because of the novelty factor and brand association. Perhaps that will continue for some time yet but you would imagine certainly in terms of global figures that it would slip some ground whilst in the US & Canada market it might still outperform other brands, at least for one remaining year.
However their choice of colours for 2022 may make for interesting reaction as they are not very adventurous colours but more beachside promenade cruising. Perhaps if they had been more Gung Ho with the colour options it may have kept them on top and attracted even more explorer types with adventuring and touring intent.