Iconic models without the iconic pricingwhy harley davidson s new super glide and deadwood matterHarley-Davidson and Chief Executive Officer Artie Starrs discussed a number of topics during its Q2 2026 presentation today, but one of the most interesting talking points was about the reception of the new Super Glide and Deadwood models. According to Harley-Davidson, the response to the Super Glide has exceeded expectations, while the Deadwood has also generated "meaningful enthusiasm across the community."Read More:2026 Harley-Davidson Super Glide Review – First Ride2026 Harley-Davidson Deadwood – First Look"The early reaction from riders and dealers reinforces our confidence in the product direction. Sell-through on Super Glide has been strong, dealer enthusiasm has been high, MSRP realization is among the strongest we have seen in some time," says Starrs. "That is an important signal. It tells us the market is responding to motorcycles that are authentic, desirable, and supported by a clear go-to-market approach."AdvertisementAdvertisementThe Deadwood debuted a couple of weeks ago, and are only arriving at dealerships now, but so far, according to Starrs, the response has been "overwhelmingly positive and enthusiastic."why harley davidson s new super glide and deadwood matterWe've covered both bikes here on MO, and the feedback from our readers has been less glowing. Perhaps our readers are a bit more discerning and critical than most (as they should be!), but there's about as much cynicism about both bikes as there is enthusiasm.Part of the disconnect is that our readers and Harley-Davidson management are looking at these bikes through two different perspectives. For a lot of readers, the two Softails represent more of the same from the Motor Company: heavy bikes with cruiser riding positions sharing a mishmash of parts with other models in the lineup. They're not wrong, and the criticism is valid.But Harley-Davidson is looking at these bikes through how they fit into the entire lineup, and the company's overall Back to the Bricks business plan. From that perspective, they represent a shift from how the company operated under previous CEO Jochen Zeitz.why harley davidson s new super glide and deadwood matterCompare the Super Glide and Deadwood with previous limited run mid-year additions, such as the Fat Boy Gray Ghost, Hydra-Glide Revival, or El Diablo Icon Collection models. Like the newest Softails, these bikes were a nod to key models or significant sub-cultures from Harley-Davidson's history. The Super Glide is inspired by the original 1971 model designed by Willie G. Davidson as the company's first "factory custom," while the Deadwood pays homage to the stripped down motorcycles garage-customized by GIs returning from WWII. What they didn't have was any Icon Collection branding.AdvertisementAdvertisementThe Icon Collection models were marketed as premium model variants, priced $2,500 or more than their closest equivalent regular production models. The El Diablo, for example, had an MSRP of $27,999, compared to the Low Rider ST it's based on, which started at $21,749 in 2022. That's a $6,250 price difference for a retro-inspired paint job and a Rockford Fosgate audio system.why harley davidson s new super glide and deadwood matterMeanwhile, the Super Glide - which is essentially a Street Bob with a larger tank - starts at $15,999, or just $1,000 more than the Street Bob's starting price of $14,999. And that additional grand gets more than just fancy paint and extra chrome. The Street Bob's starting price is also only for the solo-rider trim with cast wheels and Dark Billiard Gray paint. Upgrading it to add passenger seating and wire-spoke wheels to match the Super Glide raises the price up to $16,849, and that's still sticking with the same drab gray paint. Throw in a 5.0-gallon tank that's 43% larger than the Street Bob's tank, and the Super Glide is a significantly better value.The Deadwood, meanwhile, is a stripped-down Heritage Classic, and is priced accordingly, at $17,999. The Heritage Classic starts at $19,999, but that includes luggage, a taller windshield, and more suspension travel (not to mention the ever popular Dark Billiard Gray color). For a lot of buyers, the Heritage Classic probably makes more sense, but the option for a less expensive Deadwood will appeal to others.why harley davidson s new super glide and deadwood matterInstead of offering limited edition Icon models loaded with a number of custom upgrades, Harley-Davidson presents the Super Glide and Deadwood as "blank canvas motorcycles" that owners can customize to their own liking. The trade-off is a more affordable and accessible product, with the potential for further revenue through parts and accessories. This represents the most visible difference in Starrs' Back to the Bricks strategy compared to his predecessor Zeitz's approach.AdvertisementAdvertisement"As we begin our strategic journey, we're also encouraged by the internal progress toward restoring our Parts and Accessories business," says Starrs. "We've appointed a GM of the business, have identified the key accessory categories we will be focused on in the near term, and are actively preparing for model year 2027 parts and accessories launch alongside our motorcycle launch. The team is demonstrating early green shoots as P&A is tracking ahead of our beginning of year plans. This is a critical part of the Back to the Bricks strategy, and our riders and dealers are excited to see us refocusing on customization."Customization is not an add-on to the Harley-Davidson experience. It is core to the Harley-Davidson experience. It drives rider connection, it creates important opportunities for our dealers, and it supports a stronger and more diversified revenue model for the Motor Company."Time will tell whether the Back to the Bricks strategy pans out, but so far, Starrs sounds quite pleased with initial reaction to the Super Glide and Deadwood.Become a Motorcycle.com insider. Get the latest motorcycle news first by subscribing to our newsletter here.
