Captain America Product Placement Rings True To The Character

We get a lot of press releases here at stately BC Manor… most of them end up lining the bottom of the vulture cages. But its rare we get one from Harley-Davidson. Being an ex-rider and Harley fan, I had to take a look.

Harley-Davidson is providing the motorcycles for the Captain America sequel as they did for the first film, but here they needed something more modern and they decided to go with their newest Softail, the Breakout. Folks who got to see the footage of Captain America: The Winter Soldier got to see the new bike in action already, the rest of us will have to wait for next year… unless you go to a dealership. But if you do, bring a big stack of money as they bike goes for $18,499.oo. Not exactly 1940s prices.


Motorcycles played a big part in Captain America: The First Avenger and Harley-Davidson provided the bikes then as well. But for that film they needed bikes appropriate for the time period. This short documentary shows their involvement in the making of the first film.

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Cap has always been associated with motorcycles and Harley’s more specifically in the comics. He rode a custom Harley for years nicknamed “Hog” that he would keep in a parking garage or in the back of a van. And even in those horrible Reb Brown television movies, Cap had a motorcycle and his shield clicked on as the windscreen.

Stevens9Harley-Davidson is of course very happy that the American icon has been associated with their bikes since the beginning.

“Captain America and Harley-Davidson have had a long and glorious association dating back to the introduction of the character in 1939. He’s ridden different Harleys throughout the history of the character, and his bike for ‘Captain America: The Winter Soldier’ needed to fit the modern day setting of this story.” said Dino Bernacchi, Harley-Davidson Marketing Communication Director. “Captain America makes the perfect marketing partner for Harley-Davidson as he truly embodies the iconic, heroic, and American aspects of our brand,” said Bernacchi. “Both Captain America and our motorcycles are great symbols of freedom.”

So even though Harley and Marvel Studios have put this together as an obvious product placement deal… its one that is true to the history of the character and I’m okay with it. They’re not getting $18,499.00 out of me… but I’m happy to see the bike in the movie.


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