Harley-Davidson Files Deadwood and Low Bob: Are Two New Models Coming?

• Deadwood and Low Bob trademarks filed from April 30, 2026 in multiple countries
• Both marks are registered in Nice Class 12 for “motorcycles and structural parts therefor”
• A possible market launch is expected no earlier than model year 2027 or 2028

Trademark filings do not necessarily lead to new motorcycles. However, they are often among the earliest signs that a manufacturer is working on new models. At Harley-Davidson, two previously unknown names have now surfaced that fit well into the company’s current environment: a change of leadership at the top and a newly realigned model strategy.

What Did Harley-Davidson File?

Harley-Davidson has filed the two word marks Deadwood and Low Bob with several trademark offices. The process began on April 30, 2026, when both names were registered in the United States.

Additional countries followed in the subsequent days. The Deadwood mark was filed on April 30, 2026, in Canada and the United Kingdom as well, on May 4 in Mexico, and on May 5 in Thailand and the European Union. For Low Bob, the UK filing followed on May 1 after the US registration on April 30, Mexico on May 4, and Thailand and the EU on May 5. Such multiple filings are standard practice for Harley-Davidson, as the company sells its motorcycles not only in the United States but also internationally.

Both marks fall under Nice Class 12, which in international trademark law covers vehicles. In the filings, they are designated for “motorcycles and structural parts therefor.” Only the words themselves were filed—not a specific logo, typeface, or color scheme. In the United States, both applications met the formal minimum requirements and were accepted by the office, though at the time of filing they had not yet been assigned to an examiner. A filed trademark application is not the same as a granted trademark registration.

What Could the Harley-Davidson Low Bob Become?

The Low Bob most likely points to a model in the Softail family. The name fits closely into the existing nomenclature, which includes the Low Rider S and the Street Bob, among others.

The Street Bob currently serves as the entry point to the Softail lineup, even though with approximately 1,923 cubic centimeters of displacement and a stated weight of around 293 kilograms (646 pounds), it hardly matches the typical idea of an entry-level motorcycle. A smaller variant of the Street Bob is conceivable—one that adopts the engine and possibly the frame of the announced Sprint entry-level model and is positioned as a more affordable cruiser below the Low Rider S.

Alternatively, the Low Bob could signal a sportier approach. It could serve as a successor to the Fat Bob 114, last offered in model year 2023, or as a particularly minimalist version of the Low Rider S. Along these lines, it could also be a stripped-down, deliberately reduced interpretation of the Low Rider designed as a starting point for individual customization. Harley-Davidson has traditionally placed strong emphasis on its accessories and customizing business, and a purposefully understated model would offer considerable scope for that.

Where Does the Name Deadwood Come From?

Deadwood refers to a city in the US state of South Dakota. It is designated as a National Historic Landmark, known for its preserved architecture from the Gold Rush era and its association with figures of the American West such as Wyatt Earp, Calamity Jane, and Wild Bill Hickok.

For Harley-Davidson, the location holds particular cultural significance: Deadwood lies approximately 22 kilometers (14 miles) west of Sturgis, where one of the world’s largest and oldest motorcycle rallies takes place. The name itself has appeared in the Harley-Davidson universe before, though not as a model designation. For model year 2021, the company offered a paint color called Deadwood Green across several model lines—a muted, almost olive-green tone available in both a clear-coated and a matte Denim finish. As a name for an entire motorcycle, however, Deadwood has never been used before.

What Model Could Be Behind Deadwood?

Unlike the Low Bob, there is no obvious connection between Deadwood and an existing model. However, the name’s historical, Wild West character suggests a cruiser rather than a tourer.

A model from the Softail lineup with a distinctly nostalgic character seems most likely—perhaps a Heritage Classic with additional retro details. It could also appear as a limited special edition in the style of the former Icon collection, although that lineup was created under former CEO Jochen Zeitz, and it remains unclear whether his successor Artie Starrs will continue it. A model based on the liquid-cooled Revolution Max platform is another possibility. Since Harley-Davidson has announced the return of an air-cooled Sportster for model year 2027, the current water-cooled Sportster S would need to find a new place in the lineup. Deadwood could serve as its new designation. A touring model, on the other hand, seems unlikely, as Harley-Davidson recently streamlined its touring range to the Street Glide and Road Glide. For additional touring models, a revival of a name like Road King would be more logical. The same applies to three-wheeled models, where a name like Freewheeler would be a more natural fit.

How Does This Fit Into Harley’s Strategy?

The trademark filings come during a period of transition at Harley-Davidson. Just days after the initial registrations, new CEO Artie Starrs unveiled the revised business strategy under the name Back to the Bricks, which calls for a renewed focus on core products, brand heritage, and riding culture.

A central element of this strategy is the Sprint, a new, affordable entry-level model originally presented by former CEO Jochen Zeitz with a target price below $6,000 (approximately €5,150). Zeitz had announced that the Sprint would be accompanied by additional lower-displacement models, including an entry-level cruiser, and had also hinted at the return of a classic model. The names Deadwood and Low Bob fit into this context. New models, however, are not expected before late summer 2026. The spotlight for the planned model year 2027 unveiling will likely be on the Sprint first. Deadwood and Low Bob could follow afterward, depending on the timeline either for model year 2027 or 2028.

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