Yesterday, Harley Davidson announced its massive strategy update which includes two new modular platforms, four new engines (500 cc to 1250 cc), up to 21 new models by 2022 and a new premium entry-level small-displacement motorcycle (250 cc to 500 cc) for the Indian and Asian markets built and retailed in an alliance with a regional player. As it turns out, it won't come until 2019, but the company has way more up its sleeve than just a single electric bike.
"Our plan will redefine existing boundaries of our brand-reaching more customers in a way that reinforces all we stand for as a brand and as a company and we can't wait to kick it into gear", said Levatich.
The Pan America 1250 is joined by 1,250 cc Custom as well as a 975 cc Streetfighter.
"The plan centres on bold new product introductions and is largely geared to expanding Harley's appeal in faster-growth worldwide markets", William Blair analyst Sharon Zackfia said. It will also make moves to enhance dealerships and introduce smaller urban retail stores in worldwide markets to reach potential customers who are the key for volume sales. The cult American bike maker has made a decision to manufacture "more accessible, small displacement" bikes in the 250-500cc range, which would be targeted at India and other Asian markets.
The Milwaukee-based firm will grace the adventure touring space as well as introducing five new motorcycles under LiveWire electric family.
"I would be more inclined to buy it than I would a traditional motorcycle", said Kay, 25, adding that she rode a moped in high school and college and thinks the smaller, electric models would be easier to navigate in the city.
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.
Growth will be in Asia, and Harley-Davidson intends to pursue it with smaller motorcycles and new business partners.
'It can fit into your life a lot easier, ' he said of the new all-electric Harley-Davidson models.
So, all in all, a big day for Harley-Davidson.
Harley-Davidson's plans are expected to intensify competition for Eicher Motors Ltd's Royal Enfield, which is a segment leader and has nearly no competition as yet in the domestic market. This puts it the US-based company, famed for its cruiser-style of motorcycles, in direct competition with Eicher Motors-owned Royal Enfield-the market leader in the 200-500cc motorcycle segment in India.