Harley-Davidson Files Trademark For “Deadwood”
Future model draws name from historic South Dakota city
Harley-Davidson has filed a trademark application for the name “Deadwood” for a potential new model.
The trademark application was filed on April 30, the same day Harley-Davidson filed to trademark the name “Low Bob”. Both applications seek to reserve the trademarks for use with “motorcycles and structural parts therefor,” which tells us they are names Harley-Davidson intends to use for new models.
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“Deadwood” immediately makes us think of the South Dakota city designated a National Historic Landmark District for its preserved Gold Rush-era architecture, and its connection to Old West icons such as Wyatt Earp, Calamity Jane, and Wild Bill Hickok. Deadwood is a unique piece of Americana and, located just 14 miles west of Sturgis, a popular stop for those attending the Sturgis Motorcycle Rally. That combination makes it a natural fit for use on a new Harley-Davidson model.
What the trademark filing doesn’t tell us is what kind of model the Harley-Davidson Deadwood is supposed to be. Unlike Low Bob, which has obvious connections to Softail models like the Low Rider S and the Street Bob, there are no natural ties between Deadwood and any existing model. Harley-Davidson did previously offer a colorway for several motorcycles in its 2021 model year called Deadwood Green, but Deadwood has never been used for an entire bike.
Thankfully, Harley-Davidson provided a rough roadmap to its upcoming product portfolio as part of its Back to the Bricks business plan, that may give us an idea of what the Deadwood could be.
Of all the highlighted gaps in the lineup, a touring model sounds the least likely for the name Deadwood. Harley-Davidson has simplified its touring lineup in recent years, reducing the range down to either Street Glides (with batwing fairings) or Road Glides (with sharknose fairings). When Harley-Davidson is ready to add more touring models — at the low end of the price range, based on the infographic — it will be more likely to bring back the Road King with a windshield instead of a fairing.
By a similar logic, when Harley-Davidson is ready to add another model to its recently revamped Trike lineup, there’s a better chance of reviving a previous name like the Freewheeler.
A new Softail model is always a possibility. The Old West vibes associated with Deadwood might fit the image of a cruiser better than a touring model. A new Softail model is always a possibility. The Old West vibes associated with Deadwood might fit the image of a cruiser better than a touring model. A Heritage Classic with some extra retro flair, like leather fringe luggage could be a possibility, either as a full production model or perhaps as this year’s Icon model. That said, the Icon Collection was a product of former Chief Executive Officer Jochen Zeitz’s tenure, and we don’t know yet whether his successor, Artie Starrs intends to continue with the Icon program.
And we also can’t rule out a new Revolution Max model, as the liquid-cooled platform is probably the most in need of new models beyond the existing Pan America, Nightster and Sportster S. With Harley-Davidson bringing back its air-cooled Sportster next year, the Sportster S will be in need of a new name. Why not Deadwood?
We don’t expect Harley-Davidson to announce any more models until after the summer, with the launch of its 2027 lineup, with the new entry-level Sprint likely to be the focal point. A later announcement after the new year would be the next potential launch window for either the Low Bob or the Deadwood, otherwise we could be looking at the 2028 model year instead.
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Dennis has been a part of the Motorcycle.com team since 2008, and through his tenure, has developed a firm grasp of industry trends, and a solid sense of what's to come. A bloodhound when it comes to tracking information on new motorcycles, if there's a new model on the horizon, you'll probably hear about it from him first.
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Perhaps they’re expanding into the adult film industry ?
Seriously, I want to see American icons, such asHarley Davidson survive and thrive.. and i still have a twin cooled ultra Limited in my garage, but it’s not one of the eight or nine bikes I regularly ride. But as another comment noted, I do not feel sorry for Harley Davidson. They have known for 25 years that the core of their consumer group is aging out. They used to publish it in their annual and quarterly SEC filings. They had a terrific liquid cooled, potent power plant 25 years ago, which found its way into the V Rod. That was a perfect opportunity to dive into the blossoming sport touring and adventure markets, but they failed to do so. I would get their teasers for see the all new lineup, only to find five new shades of black, cleverly named by Willi G. They have failed to move along with the shifting power sports market. I’m just hoping their new leaders recognize that they are in the power sports business, buyers and markets and preferences are shifting, and they need to be responsive to that. Trying to get the next two generations to buy into the legacy heavyweight motorcycle business is a short fire formula for failure
Deadwood, huh......?? Seems to me that the prefix "dead" could be applied to pretty much any of the MoCo's offers. If I was in their marketing department, I would be very hesitant to use the word "dead" in any of HD's offerings. It's almost like taping a "kick me" sign to your backside. Just my .02.....