The last couple of years have been very hard for all of us, for sure. We are all used to being on the road, at events, riding with each other – and what I’m feeling is that everyone is now coming out stronger than ever. At H.O.G.^® events we are with our friends, our community, and it feels so good to be back – plus, Portorož is so beautiful!

While we were in lockdown and couldn’t get out to events, lots of us felt a strengthening of the connection with immediate family. Unfortunately, I lost my mum during that time, and many others experienced loss of family and friends too. But you have to balance that with the little bits of light that could get you through it – it wasn’t easy for anyone, right? Fortunately, my family is fine, and Willie G. is doing well – he’s producing some spectacular watercolours and graphic work!

The message I’d give to members: the more we ride, the more adventures, the better we feel. Looking forward optimistically, things are looking up when it comes to events and all the other activities that bring us together.

Bill and I are still very active with the company, and the interaction we have with our customers is significant and meaningful. I interact with the apparel side of the business, but my marketing role has expanded and I’m more involved with outreach to women riders, which is great.

In my experience, potential riders are ready to dive into the sport, with much less apprehension than before –women feel stronger, more empowered and more encouraged to tackle ‘newness’. With that attitude, Harley-Davidson is a perfect fit for them – a Harley^® gives them a freedom of expression; they can personalise it, and it allows them to communicate a sense of power, ability and freedom. 

One big change I’m seeing is more events specifically for women, or more inclusive for women, where those who are just starting out on their motorcycling journey are surrounded by women at different experience levels, and so they are encouraged to take the next step.

The new Model Year ’22 bikes are spectacular – more power and attitude, with a real focus on performance – and whilst the air-cooled Sportster^® motorcycles were discontinued last year, we keep pushing forward to make the new Sportsters desirable to a wide audience by applying the best tech and styling. The new engines, the 975 and the Revolution^® Max, have been very well received.

It’s great to see the company making bold leaps into new markets, while remaining true to the classic styling of models such as the Street Glide^® – we uphold that, as well as adding a new level of performance. Every rider I’ve spoken to is enthusiastic about this – of course, they apply performance upgrades on their own and always have done, but we are offering them the option of that performance in a factory first edition, amped up a notch, taking touring to a more advanced state of performance touring.

One last thing: Sturgis is coming up soon, and Bill and I are being inducted into the Sturgis Hall of Fame – so the two Davidson kids will be recognised alongside mum and dad!