Harley-Davidson rejected the Softail before it became a hit – Jalopnik

The iconic brand known for legendary cruisers like the Sportster, Heritage Classic and Panhead almost missed out on one of its most celebrated series, the Softail. Among the iconic Harley-Davidson motorcycles that became famous after appearing on the big screen, it’s hard to forget the Softail Fat-Boy, seen in ‘Terminator 2: Judgment Day’.

Traditionally, Harley-Davidson motorcycles relied on a rigid frame that offered a certain vintage look and was fairly simple in design. More importantly, it defined the ride and the feel. With no rear suspension, there was nothing to stop the rear wheel from conveying every nuance of the open road, creating a strong bond between rider and motorcycle. You wouldn’t exactly describe the hair-raising experience as comfortable, though.

Then Bill Davis, an engineer and Harley-Davidson enthusiast, developed a new frame that captured the brand’s vintage look but incorporated a rear suspension system that hid the spring/hydraulic shock absorbers under the seat. When Davis approached Willie G. Davidson, Harley-Davidson’s Chief Styling Officer, with his unique frame in the mid-1970s, Davidson declined to move forward with the idea. But in the early ’80s, the motorcycle giant bought the rights and other associated materials from Davis and launched the FXST Softail in the summer of ’83.

“The other thing the Softail did is it lowered the seat height, which is important because Harley wanted to bring in more female riders at the time,” said Buzz Kanter, who covered the industry as editor-in-chief of American Iron Magazine in the 1980s. RevZilla. (The height of the motorcycle’s seat is important because awkward attempts to balance on the toes to stabilize often spoil the experience.) In 1986, the Ladies of Harley affiliate group was formed and member Gail Anderson won his first ride-in show riding a modified FXSTC Softail.

American women made up only 6% of bicycle owners in 1990 Motorcyclistbut almost twenty years later this percentage had risen to around 20%. The Softail series is still popular among women, with Genevieve Schmitt, editor of Women’s riders nowspeculating in 2009 that the Softail Deluxe FLSTN was the favorite due to its short seat height of 24.5 inches. Of course, Harley-Davidson isn’t the only brand looking to broaden its appeal, as Royal Enfield is creating a new generation of female motorcycle racers.

The Softail isn’t necessarily a good entry-level motorcycle, as the entry-level 2026 price starts at $14,999; a Harley-Davidson motorcycle that’s best for new riders could be something like the Nightster, with a suggested starting price of $5,000 cheaper. Those more experienced (like, not likely to ditch the bike because of a rookie mistake) can enjoy something like the affordable, snappy Street Bob ($14,999), or for longer distances a Heritage Classic Softail ($19,999) that can accommodate a passenger.

However, this legendary series may not be enough to snap Harley out of its current funk. Harley Davidson Retail sales are on a downward trend, from 134,413 bikes sold in North America in 2021 to 102,023 in 2024. Just like the company did in the ’80s, it may be time to connect with a new group of riders. America’s best-selling motorcycle brand in 2025 won’t be Harley-Davidson, and that has to do with younger riders preferring other brands, like Kawasaki.