Harley-Davidson will relaunch The Enthusiast magazine originally published from 1916 to 2008 to replace HOG Magazine as their official publication.
This is a significant move that fits in with new boss Jochen Zeitz’s return to focussing on traditional values.
Since moving into the rider’s seat in February, Jochen has made a lot of changes in his “Rewire” and “Hardwire’ strategies.
Apart from cutting back on staff, wages, models and markets, he is also focussing on the core product and traditional customers.
It’s a relief for many Harley fans who feel they have been neglected as the company tried to find new customers in new niches, spreading itself thin and neglecting diehard fans.
In Australia, Harley owners have been particularly concerned about Harley taking over the Harley Owners Group and opening up the annual national rally to non-members and non-owners.
As part of this refocus, the HOG Magazine returns to The Enthusiast, one of the world’s longest-running motorcycle magazines.
“This is the return to a great tradition,” says Jochen.
“We believe today The Enthusiast title is more relevant than ever.
“In a year when so many people have been stuck inside, we passionately believe in inspiring riders and aspiring riders to get out in the world to rediscover adventure through socially-distanced riding.”