OPENING THE DOOR: AUSTIN CHANGED THE CONVERSATION

The FIM Harley-Davidson Bagger World Cup officially kicked off with its first round at the MotoGP Grand Prix of the Americas in Austin, Texas, and for many it proved to be a real eye-opener. A few weeks on, with the initial excitement settled, we sat down with Jeffrey Schuessler, Director of the Global Racing Programs for Harley-Davidson and one of the key figures behind the creation of the championship, to reflect on what we saw. If anything, the early momentum has not faded. On the contrary, it is continuing to build, with growing interest from teams, riders, and across the wider racing community.

Q: Jeffrey, what changed after Austin?

Austin changed the conversation. From the beginning, we believed that once people actually saw the Bagger World Cup on track, they would understand what this series really is. That is exactly what happened.

We have seen this before. When King of the Baggers first launched with MotoAmerica, there was a lot of skepticism. People judged it before they ever saw it. But once the bikes hit the track and the racing proved itself, everything changed. Today, it is one of the most watched and talked about classes in MotoAmerica.

We believed the Bagger World Cup would follow a similar path, just on a global stage. Partnering with MotoGP brings incredible visibility, but it also comes with scrutiny. We accepted that, because we believe in the product.

In Austin, people saw it for themselves. Real race bikes. Real competition. And once that happened, perceptions started to shift very quickly.

Q: From a sporting and technical point of view, how satisfied were you with the first round?

Very satisfied. We had spectacular racing and a very high level of competition, but more importantly we saw exactly what we were hoping for from a sporting standpoint.

Every team on the grid achieved a podium finish over the weekend. That says everything about the competitiveness of the series, the bikes, and the level of the teams and riders.

From a technical perspective, the motorcycles performed exactly as intended. In a spec championship, that is critical. The platform has to be equal so the racing can develop naturally.

Our goal has always been to create a series where the difference is made by team preparation, rider talent, and execution on track, not by equipment advantages. Austin delivered that. The racing was close, fair, and authentic. That is a very strong foundation to build from.

Q: Do you think some of that hesitation came from confusion about costs?

Yes, that definitely played a role.

Early on, there were a lot of rumors around the cost of the championship, and quite honestly, most of them were inaccurate. From our side, we have been very transparent.

The entry is 150,000 euros per bike for the full season, but what matters is what that actually includes.

Teams receive a fully prepared, race ready Harley-Davidson Bagger, along with ongoing technical support from our engineering group. On top of that, there are spare parts allocations, fuel and oil, and full tire support through Dunlop.

Operationally, we have removed a huge amount of complexity. MotoGP handles all international freight and logistics between rounds. Teams are provided with paddock garages, infrastructure, and team access passes. A significant portion of what would normally be major cost centers and logistical challenges is already covered.

When you break it down, a large part of that entry fee is offset by costs teams simply do not have to carry themselves.

Now that teams are seeing the full picture and experiencing the level of competition and exposure, the conversation is changing. The reality of the value is starting to cut through the noise, and that is why we are seeing teams come back to us.