Harley-Davidson, an iconic American brand long associated with the open road, wants to extend its appeal to the city.
Last month, the Milwaukee-based manufacturer announced the production of a "Street" line of motorcycles to target cosmopolitan riders around the world.
President and CEO Keith Wandell told CNBC on Wednesday that the new focus is part of a transformation at the 110-year-old company that's happening on assembly lines and drawing boards.
The Street 750 and 500 bikes, slated for release early in the spring, are designed for negotiating city grids rather than touring, Wandell told CNBC.
(Read more: Harley-Davidson profit rises, shipment forecast unchanged)