And even though the heavy cruiser business is shrinking, it is still the great gorilla in terms of sales. Harley-Davidson projected in its first-quarter 2019 results that it expects to ship about 217,000–222,000 motorcycles worldwide by year end. If you are BMW and looking for someplace to grow, like many manufacturers before it, you ask yourself, “What if we got 5 percent of that?” and end up with a number around 10,000 units for the world. It’s not unreasonable thinking. In fact, pretty much every manufacturer has tried it. Still, there remains only one company turning over billions of dollars by building heavyweight cruiser motorcycles and lifestyle-related products. Not that there haven’t been some successes by other manufacturers along the way, but do consider how many large-displacement V-twin cruisers are found on Japanese dealership floors in 2019.