Harley-Davidson Trademarks 'Low Bob' & 'Deadwood' Names - New Motorcycles On The Way

Harley-Davidson has filed trademark applications in the United States for two new model names: 'Low Bob' and 'Deadwood' , claims a motorcycle.com report. Both applications were submitted on April 30, the same day newly appointed CEO Artie Starrs outlined the brand's updated 'Back to Bricks' business revival strategy.

The filings seek to reserve both names specifically for "motorcycles and structural parts therefor," confirming intent to use them on production models. No further details about either motorcycle have been disclosed. Launches, if they proceed, are expected as part of the 2027 or 2028 model year rollout.

Harley-Davidson Street Bob - Image Used For Representation Purpose Only

Low Bob: A Likely Softail Addition

The Low Bob name points clearly toward the Softail family. The range currently includes the Low Rider S and the Street Bob, and the new name follows the same naming convention closely.

The Street Bob occupied a stripped-back position in the Softail lineup before being discontinued. A Low Bob could plausibly fill a similar slot, a minimalist bobber-style motorcycle positioned below the Low Rider S in specification and price, though exactly what form it takes remains unconfirmed.

Deadwood: A Less Clear-Cut Nameplate

The Deadwood trademark has no direct precedent as a model name in the range. Harley-Davidson offered a 'Deadwood Green' paint finish across several models in the 2021 model year, but the name has never been applied to an entire motorcycle.

Deadwood is a National Historic Landmark city in the US State of South Dakota, recognised for its preserved Gold Rush-era architecture and ties to Old West figures including Wyatt Earp, Calamity Jane, and Wild Bill Hickok. It sits approximately 22 km west of Sturgis, home to one of the world's most prominent motorcycle rallies, a combination that makes it a natural fit for a Harley-Davidson nameplate.

What kind of motorcycle it names is open to speculation. The Old West associations could point toward a retro-styled cruiser, possibly something in the Heritage vein with additional period detailing. A new Softail entry with a distinctly nostalgic character is another possibility that has been floated.

A separate line of speculation centres on the Revolution Max platform. Harley-Davidson has confirmed it will bring back the Sportster with an air-cooled engine for the 2027 model year, which would leave the existing liquid-cooled Sportster S without a clear position in the lineup. Whether Deadwood steps into that role could be a possibility, though Harley-Davidson has not confirmed any such plan.

Both trademark filings came on the same day as the Back to Bricks strategy announcement by Harley-Davidson CEO Artie Starrs, which outlined a renewed focus on core products, heritage, and rider culture. Starrs succeeded Jochen Zeitz earlier this year and has signalled a product-led approach to the brand's recovery.

New model announcements from Harley-Davidson are not expected before the end of summer 2026, with the entry-level Sprint confirmed as the centrepiece of the 2027 lineup reveal. The Low Bob and Deadwood could follow as 2027 or 2028 introductions. As with any trademark filing, neither model is confirmed for production until an official announcement is made.