Harley-Davidson trademarks “Bronx” – new model?

Model Year 2018 New Model Photography

An ambitious plan to launch 100 new models over the next five years – though we would hardly count variants within a model range as “new” – sees American motorcycle maker Harley-Davidson (H-D) eager to arrest the slide in sales and bring in a younger rider demographic. With that in mind, a filing at the US Patent and Trademark office shows applications by H-D for the names “Bronx” and “Harley-Davidson Bronx.”

Details on the filing are minimal, but a motorcycle.com report says the names are for use on “motorcycles and structural parts therefor.” This could be an indicator that a brand new model will be joining the H-D catalogue, perhaps an urban-styled bobber of some sort, though it should be noted trademark applications can be used anytime within three years of the date of filing.

Model Year 2018 New Model Photography. INTERNATIONAL ONLY

While there is no further information, the name Bronx, a New York City borough with a reputation gang activities in the 1930s’ and high poverty and unemployment in the 70s’, is today a revitalised area with major residential construction. As such, a Harley-Davidson Bronx might have the image of a fat-tyred, low riding V-twin, capable of fast quarter-miles.

In Malaysia, distributorship of H-D has recently changed hands, with H-D Asia opening a new showroom and 3S facility in The Gasket Alley, Petaling Jaya and two more more centres to start in Malacca and Penang this year. The H-D service facility is currently open and accepting motorcycles for service, while the showroom will be opening shortly.

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