How important is this new model for Harley?
"This is our first new platform of bike for 13 years, so it is hugely significant. Harley was started by four young guys in their 20s opening a garage and we have always appealed to younger riders, right through the post-WW2 young adult generation to the choppers of the 1960s and 1970s to the Street Bobs of today. Harleys are perfect machines for self-expression and customisation and this is very popular in current youth culture. For the last five years we have been the best selling motorcycle brand in the States for young adults."
Richter wants a new generation of Harley riders
Is the Street aimed at existing Harley customers?
"The young adults of the new generation are very global and live in areas that Harleys aren't always sold - such as Asia and Africa - as well as Europe and America. Which is why we have a 750 as well as a 500 version of the Street. The smaller capacity model is aimed at the Asian market while the 750 is mainly Europe and America, although the 500 will also be sold in America but not Europe."
So are we talking the 'X-games' generation?
"The Street is designed to appeal to young riders; look at the amount of ink on their skin. Tattoos have been linked to Harleys for decades. It's all about making yourself unique and identifying who you are through personalisation."
What is a young adult to Harley?
"We classify them as 18-34 years old. People who are having a quarter-life crisis and want to do things they care about rather than wait until they are old."
A man having a 'quarter-life crisis', yesterday
How is the Street to a different to an air-cooled Harley?
"The Street is custom styled and lightweight that is built for urban environments, which is what the younger customers requested. This next generation of riders are very urban and very connected with social media and yet they still want something authentic, cool and sensual. They love Harley's history but also want something more modern as well. The Street had to sound like an air-cooled bike, and look cool, but have modern technology and performance."
Does the Street sound like a Harley?
"It has a 60-degree engine and not a 45-degree Vee like a traditional air-cooled bike, but this the same angle as a V-Rod. The Street has more of an air-cooled sound than you would expect, most would hear it and think of it as a Harley. The motor has a single overhead cam with four valves per cylinder and cam chains rather than pushrods."
Lower and lighter than an 883, Street is 'fun'
How does the Street differ from an 883?
"The Street is much lower and lighter than a Sportster 883, about 100lb [c. 45kg] lighter than an 883, and has a bit more power. It certainly has a better power to weight ratio although we aren't quoting any figures. Lightness and agility was very important during the design as was increased ground clearance and lowering the seat height. The bike feels light, nimble and non-intimidating, it's a lot of fun to ride."
When will we see the Street released?
"In the US, India, Portugal, Spain and Italy first in late 2014 then the UK a few months later in early 2015."
Where are they built?
"We have two plants, one in India, one in America. The US bikes will be built in America as they are close to the customers, however the standards are the same in India as they are in America, it is very tightly controlled by Harley employees when it comes to quality."
Promo vid here