Mike Armitage
Bike deputy editor
Green-eyed manufacturers want the customers who flock for BMW’S
R1250GS. Building a Gs-alike isn’t the way to go however, as proved by Moto Guzzi (Stelvio), Honda (Crosstourer) and to a lesser extent Triumph (Explorer). People who want the unique prospect of a GS will always buy a GS, not a copy.
The way to distract them is with something offering similar benefits, but in a package that looks and feels different and has its own image – which is why Honda’s Africa Twin has been a success (Europe’s second best-selling bike, behind the GS). From this perspective Harley-davidson have got it right: going purely off the marketing flannel the Pan America ticks all the big adventure bike boxes but in a pen that’s a very different colour.
Harley have another advantage. People buy into the GS thing for the sense of inclusion as much as anything else, and BMW’S dealer experience, branding, ride-outs and ‘lifestyle’ approach the ownership club experience you get from… yes, a Harley. I’m sure the Pan America will be snubbed initially by the existing H-D hardcore, but with strong visuals (including distinct tank shape), V-twin motor and heaps of tech, plus H-D’S solid quality and unique details, it promises brand status to rival BMW – something no competitor has had before.
It won’t be on overnight success, but assuming the dynamic aligns with the hype there’s every chance the Pan America will sell. Just give it time. After all, it took us a few years to fully embrace the R1200GS back in 2004…