• Harley-Davidson gets ’Bronx’ trademarked

  • Harley-Davidson Sportster Iron 883
  • Harley-Davidson Sportster Forty-Eight

Is it a name of a new model? Or is it just for parts and accessories?

Harley-Davidson promised to give us 100 new models in the coming decade and has already showcased 10 new ones this year. Nine new Softails and the Street Rod. With 90 more to come, the job of giving them names also become a big part of their build to production.

Harley has begun registering new names and according to the latest news, there might as well be a ’Bronx’ coming soon. Harley-Davidson just trademarked the names “Bronx” and “Harley-Davidson Bronx” with the U.S. Patent and Trademark Office.

Harley-Davidson gets 'Bronx' trademarked Exterior
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Harley-Davidson Sportster Iron 883

There are no prizes for guessing where the name comes from. Part of the five boroughs that make New York, Bronx is the northernmost region that hosts the famous Yankee Stadium. The name "Bronx" originated with Jonas Bronck, who established the first settlement in the area.

Both “Bronx” and “Harley-Davidson Bronx” are registered with the intent for use on “motorcycles and structural parts therefor.” This can mean two things, either Harley Davidson will have an all-new model carrying the name ’Bronx,’ or the Milwaukee manufacturer might release a new brand of parts and accessories to allow customers customise their ride, just like the "Screamin’ Eagle" performance.

Harley-Davidson gets 'Bronx' trademarked Exterior
- image 753236
Harley-Davidson Sportster Forty-Eight

Using the name of a region on a motorcycle model has not been Harley-Davidson’s naming convention until now, but with 90 models yet to come, I don’t see a reason why HD wouldn’t choose to use ’Bronx.’ Maybe a “Street Bronx,” or “Bronx Sportster”?

Since the name ’Bronx’ has a tough, urban vibe to it, we can speculate Harley Davidson to give ’Bronx’ to the Sportster range, one that certainly needs a slew of updates now. It might as well replace the entire range even, just like how the V-Rod was dropped this year.

Harley-Davidson gets 'Bronx' trademarked Exterior
- image 753238

If we have to believe a few sources, the trademark applications are still subject to approval. If and when they get approved, HD has 36 months to use it or will be forced to lose the name. Keeping this timeframe, we might get to see a new ’Harley-Davidson Bronx’ sometime towards the end of 2018.

Can this be the one getting Harley-Davidson out of its depleting sales? The Bronx sure does appeal to the younger generation of riders and will be a muscular-looking cruiser rather than a tourer.

What would you like it to be?

Sagar Patil
Sagar Patil
Motorcycle industry expert since 1997! - sagar@topspeed.com
Over the years, a deeper conscience of machines moving body and soul has given him a crisp grasp over the concepts of motorcycling. A sucker for details and common sense, he loves getting his hands dirty every once in a while. His love affair with motorcycles ushers in the specialist skillset making Sagar our go-to expert for everything on two-wheels.  Read full bio
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