Harley Davidson Announces Huge Plans for India; 250-500 CC Bikes Arriving
31 July, 2018, 17:48 | Author: Lora Ball
On top of smaller bikes for foreign markets, and an electric model next year, Harley is launching its first adventure touring motorcycle, the Pan America.
It will also associate with third party e-commerce companies to help leverage its popularity in apparel and merchandise.
Industry experts have said electric motorcycles - that have no gears or clutch and are a far cry from Harley's loud, bulky cruising bikes - may not appeal to loyal Harley fans.
"In total, the company plans More Roads to Harley-Davidson to generate more than $1 billion of incremental annual revenue in 2022 as compared to 2017", said the company.
The company plans to launch its electric motorcycle in 2019.
"This new product and broader distribution is meant to fuel Harley-Davidson " s customer access and growth in India, one of the largest, fastest growing markets in the world, and other Asia markets", the company said in a statement.
Harley-Davidson previewed three new products - the Pan America, the 1250 Custome, and the 975 Streetfighter, all of which get V-twin engines.
The new strategy comes as Harley's sales decline, in part due to an aging customer base and struggle to attract millennial buyers. Harley-Davidson plans to develop a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia emerging markets through a planned strategic alliance with a manufacturer in Asia.
Harley-Davidson's entry into the small and mid-sized motorcycles segment is not only to expand its customer base but also to one's of the world's largest and fastest-growing markets.
Harley-Davidson sells 16 models in India ranging from Street 750 with starting price of Rs 5.25 lakh to CVO LIMITED tagged at Rs 49.99 lakh. Trump complained when Harley announced in June that it would shift production to non-US markets to build bikes for Europe, dodging potential tariffs.
Harley Davidson is not alone. There's also an e-bike and scooter concept, both of which reference Harley-Davidson's sensible commuter options (many of them rebadged Euro machines) which were common enough until the Japanese took over the market in force in the late '60s and early '70s, with cheaper, more reliable options. But it won't go it alone, the company said in a statement; it will seek to partner with an Asian manufacturer. But electric motorcycles are a very niche area, so it's unclear whether Harley will be able to use the technology to reverse its fortunes.
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