Harley-Davidson Ends King of the Baggers Team. 'Evolves' Racing Going Forward

Instead, Harley-Davidson will focus on "premiere" racing and support operations.

Photo by: Harley-Davidson

By: Jonathon Klein

Oct 1, at 4:03pm ET

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After rumors swirled, Harley-Davidson has announced that it will end its factory-backed King of the Baggers team.

In the move that's described as an evolution of its racing strategy, the shift in priorities is one that some saw coming, while others did not. Yet, while ending the direct partnership between Harley-Davidson and MotoAmerica in the racing series it helped found over six years ago, it expands Harley's footprint to a more global audience, while also making room for more to come.

In those six years, Harley-Davidson took three of the championships, with Indian Motorcycle taking this year's crown. A feat that Harley-Davidson praised in the release, thanking its rivals for their, "fierce competition," and that, "Having a rival that consistently pushed [Harley-Davidson] to raise our level made our team better, helped elevate the entire category, and made the wins much more meaningful."

This, however, doesn't mean it'll completely leave King of the Baggers.

According to Harley-Davidson's CEO Artie Starrs, "Our evolved racing strategy inspires all of us to ride by putting the fastest Harley-Davidson motorcycles on the biggest stage, while bringing the same competitive edge to a broader audience through our grassroots program. Whether it's bragging rights at the local drag strip, the podium at a flat track, or a dealership challenge – everyone has an opportunity to compete and win on a Harley-Davidson."

However, Harley-Davidson on the King of the Baggers starting grid will remain, as while the factory-backed team is leaving, independent teams are still free to run HD bikes. And Harley stated that it will continue to support those teams in terms of parts, bikes, and other means of support. They just won't have a Milwaukee-sponsored team.

Yet, what do Starrs' comments actually mean, though, aside from no more King of the Baggers factory team?

The release states that Harley-Davidson will instead focus on its single-make FIM Harley-Davidson Bagger World Cup, which is in its infancy as a support series for a select few MotoGP weekends, though it has been growing in recent months since its announcement and the start of this season. That means an expansion of the series, according to Harley's Jeffrey Schuessler, Director Global Racing Programs.

"What we accomplished in the inaugural season of the FIM Harley-Davidson Bagger World Cup exceeded our expectations. We saw incredible racing, five different race winners, every team on the podium and a championship fight that went all the way to the final round," said Schuessler, adding, "But what I’m most proud of is how our teams, riders, partners, dealers and the entire Harley-Davidson community got behind this championship and helped bring it to life around the world. This is only the starting line. We now have an incredible foundation to build from, and the opportunity ahead of us is enormous."

Again, as I pointed out in my original reporting, this makes sense from a financial and global perspective, as Harley-Davidson's ambitions are to reclaim some lost luster, while showcasing what it can do for a global consumer base. Despite King of the Baggers being freakin' sick, it ain't MotoGP, nor does it pull in the audience that even a MotoGP support race can. The money is better spent with the MotoGP calendar than the MotoAmerica one.

At least for now. Again, Harley will still likely be on the grid, just with privateer teams.

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Harley also says it wants to grow its grassroots racing program, though it's unclear what that means. The release states that it will "develop accessible racing opportunities for riders across a range of disciplines and experience levels." But that's it. It doesn't state where or when we'll see that support, or what shape it'll come as. What we do know is that under Starrs' leadership, Harley-Davidson has been quickly transformed into a leaner, meaner operation, with a heavy focus on getting back to riding, expanding its possible customer base, reclaiming dealership support, and turning the company around. Something it really seems to be doing.

It's just unfortunate King of the Baggers won't have the Screamin' Eagle team on the grid anymore.