Harley-Davidson finds itself at yet another crossroads. Riding the first car on a perpetual financial roller coaster, H-D, through its own machinations as well as factors beyond its immediate control, always seems to be scrabbling for cash and grasping at an ever-diminishing market share. There’s no denying that in the abstract, the brand has staying power (few motorcycles are more instantly recognizable than a Harley), and its recent slate of models is more technologically impressive than we give it credit for. But Harley-Davidson’s aging customer demographic, and an aesthetic that by necessity clings to its past make it difficult for the Milwaukee-based legacy firm to lean hard into the future. One possible exception to this rule is their big adventure bike: the Pan America.
Launched in 2021 to a few head scratches and, from a sales perspective, only a little enthusiasm, the Pan America has steadily built up a customer base and a reputation as a legit big-bore ADV platform. The reliable liquid-cooled Revolution Max 1250cc V-twin cranks out 150 horsepower and 91 pound-feet of torque across a wide and flat powerband, scooting the 650-pound bike down the trail with excellent pace. Segment-defining tech like adaptable ride height and adaptable lighting help justify its steep asking price ($28,400—compare that to BMW’s fully-loaded 2024 R 1250 GS Adventure starting at $20,700, the 2024 KTM 1290 Super Adventure R at $21,000, or the all-new Ducati DesertX Rally at $22,000).
Taking a bow in 2024 is the Harley-Davidson Pan America CVO. Short for Custom Vehicle Operations, the moniker doesn’t signal any new hardware or performance upgrades but rather some flashy paintwork and an extensive range of CVO-branded accessories (this is H-D, after all), including a new hard-sided luggage line designed in partnership with SW-Motech. The livery features a “#1” logo on the fuel tank, as well as CVO 25th anniversary graphics. The Pan America’s tech suite includes five ride modes and multiple ABS and cornering and traction control settings, all controlled from a huge 6.8-inch TFT display. A quick-shifter is standard equipment, as are crash bars, auxiliary lighting, and the custom luggage set, which adds somewhat to the value proposition. The 5.6-gallon fuel tank is decently large for ADV touring but falls short of the KTM 1290 and BMW R 1250 GS, which both boast nearly 8 gallons.
Is the Pan America CVO enough to help nudge Harley-Davidson through the crossroads and down the path to more relevance in new markets? Likely not—an appearance package won’t revolutionize the segment; the ADV field is a crowded one with brands that have far more pedigree and bikes with comparable tech and presence for a lot less money.
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