The legendary American brand, famous for its iconic cruisers, is entering a new phase by gradually integrating itself into the world of Grand Prix racing. Harley joins forces with MotoGP organizer Dorna, marking a historic turning point for both parties.
Harley-Davidson at the heart of MotoGP 2025 testing in Barcelona
Monday was a "big day" for Dorna Sport CEO Carmelo Ezpeleta. A date that had already been set a few months ago, when Harley-Davidson announced that it was joining forces with MotoGP to bring the Harley-Davidson experience to motorcycle enthusiasts in Europe. This time, a step has been taken.
With Harley-Davidson, MotoGP, the pinnacle of motorcycle racing, has welcomed a player that was still unexpected just a few months ago. On the Barcelona circuit, which exceptionally replaced Valencia after flooding, the baggers, including the competition-modified Road Glide, demonstrated their potential. More than just demonstrations, these tests symbolize the Milwaukee-based brand's ambition to make its mark on the international scene.
Jochen Zeitz, CEO of Harley-Davidson:
This MotoGP test is a crucial first step in demonstrating our commitment to racing excellence and sharing our passion with fans worldwide.
Harley: back to basics
This is not Harley-Davidson's first foray into the paddock. In the 1970s, the brand shone in Grand Prix racing, winning back-to-back 250cc and 350cc titles thanks to Walter Villa. Today, buoyed by its success in the "King of the Baggers" series, it aims to conquer new horizons, particularly in Europe.
Organized as part of the MotoAmerica championship, this series features cruisers equipped with side cases, offering a unique blend of speed and spectacle.
Harley-Davidson is banking on the Road Glide to launch a new world class in MotoGP, with a target weight of less than 300 kilos.
Shared ambitions with Dorna
Although Harley-Davidson is not yet ready to field an official MotoGP team, discussions are underway to integrate bagger racing into the Grand Prix support program. Events similar to the demonstration held at the Grand Prix of the Americas could thus see the light of day.
A new era: Harley Davidson are joining the MotoGP paddock! A new collaboration with Dorna to increase the sport's popularity in the US that initially will be focused on fan engagement, but with an eye to in-track action in the future pic.twitter.com/T84swCbxtY
Simon Patterson (@denkmit) November 18, 2024
For Dorna, this partnership represents a strategic opportunity to attract new fans, particularly in North America, where MotoGP is seeking to increase its popularity.
Carmelo Ezpeleta, CEO of Dorna, emphasized:
Harley-Davidson is an iconic brand, and we are always on the lookout for partnerships capable of attracting more fans to MotoGP, the most exciting sport in the world.
For its part, Harley-Davidson is counting on this collaboration to restore its image and appeal to a new generation of enthusiasts, after years of difficulties. Fans are amused: "To make the experience authentic, they should only allow riders over 50 to ride them, and they should be called back twice per race!"
A promising collaboration
By combining its rich century-old heritage with the technical excellence and intensity of MotoGP, Harley-Davidson hopes to write a new chapter in its history. For Dorna, the arrival of this iconic manufacturer is an opportunity to diversify the offering and strengthen MotoGP's international appeal.
Whether through spectacular bagger races or a stronger presence in the paddock, this alliance opens up exciting prospects for motorcycle enthusiasts and racing fans alike. It will take as long as it takes, but Harley-Davidson and Dorna seem ready to take up this ambitious challenge together...
Simple (and effective?), the new MotoGP logo unveiled
While the details of this collaboration with Harley-Davidson have yet to be worked out, the Milwaukee-based company could play a key role in the new MotoGP era. With the arrival of Liberty Media and the technical evolutions to come, the discipline is reinventing itself.
To accompany this renewal, Dorna Sports has entrusted Pentagram with the modernization of its visual identity. The new logo abandons the chequered flag for a clean, symbolic, not to say minimalist, design. The 'M' represents two inclined bikes, the 'O' the wheels, the 'T' the rider, and the 'GP' a circuit seen from above. An aesthetic not unlike that of the 'F1', and which will be available for the Moto2 and Moto3 categories.
Photo credits: Harley-Davidson / King of the Baggers
