They've realised that the only way for them to grow as a brand is to create a product that fits in with todays motorcycle scene. The Bobber and custom scene is gaining momentum here in Australia, and I think what they wanted to bring to the table was a motorcycle that could fit in without a large price tag that most customs attract. Something is a base that can be modified if need be, as that's where Harley makes a lot of it's revenue.
The one that caught my eye was the the Sportster Forty-Eight XL1200. The Iron 883 was the first piece of harley media that I saw that didn't have some old biker dude cruising down the highway. In the same vein the Forty-Eight has similar marketing.
Check out their their new Ad.