Being a high-end aftermarket producer of motorcycle accessories, Italian company Rizoma has always had an international presence, especially in the American market.
But by rolling out a wide-ranging collection for the Harley-Davidson Softail lineup this spring, Rizoma is making an aggressive push into the U.S. market. From grips and indicator lights, to mirrors, light kits and license plate holders, the new collection is Rizoma’s most comprehensive Harley-Davidson collection ever.
As a brand, Rizoma was drawn to the Harley Softail line because of the complete redesign of the entire lineup for 2018, where the only thing staying the same was the model names.
“When Rizoma first heard of the brand new platform that Harley-Davidson was building on the entire Softail line and starting fresh, the team over in Italy really got excited, and prioritized development so they could provide a collection of products that fit with the launch of that line,” Rizoma brand manager Joonil Park told Powersports Business. “The dovetail of Rizoma’s design aesthetic and the updates that Harley is doing with the overall look and feel of the entire softail line really fits really well together.”
Park added that the target market of the bikes — the younger generation of urban riders and the hands-on, custom builder enthusiasts — was a market that Rizoma has been looking to reach.
“There’s a lot of growth and a lot of space in the custom market, and with regards to this particular segment, we see an opportunity as far as capturing the hearts and minds of a demographic that we haven’t maybe been as present in,” Park said. “We’re taking an opportunity with the launch of the Softail line to push forward into that demographic of urban, custom cruiser and that real hands-on kind of self-customization culture with this collection, and we’re really excited about what we’re going to see this year.”
Park noted that the dealer infrastructure that Harley-Davidson has in the U.S., as well as the hype surrounding the 2018 Softail lineup, made it a great opportunity to showcase Rizoma’s innovative line of accessories.
Rizoma plans on releasing a number of additional accessories as the Softail lineup rolls out, including multi-fit parts that will be compatible with all of the models.