With the company on the verge of bankruptcy and a 180-degree turnaround, Harley-Davidson is a case study worth reading for anyone interested in the auto industry.
In India, the American brand has enjoyed a decent fan following since 2009, but due to stagnant sales, strict emission norms, and the pandemic, the brand decided to close in 2020. With its new alliance with Indian two-wheeler giant Hero MotoCorp, the company has managed to regain momentum in the country, leading to the company dominating the 1000cc segment in FY ’22.
Most brands in India sell big 1000cc premium motorcycles in triple digits. Despite the COVID-19 challenges, Harley-Davidson sold 601 motorcycles in India in FY ’22, according to the Society of Indian Automobile Manufacturers (SIAM). More than half of that number (531 units) were 1000cc-and-over motorcycles, including the new Harley-Davidson Pan America 1250 Special.
In this way, the Milwaukee-based bike manufacturer will enjoy a 37 percent share of the market in FY ’22, an increase of 27 percent over FY ’21.
According to Triumph, 336 Triumphs were sold in India, 283 Kawasakis were sold, while 71 Hondas were sold. Harley’s brand turnaround in India has been largely attributed to its alliance with Hero MotoCorp, which now owns 13 exclusive Harley dealerships. As a result of the dealership network being back in full swing, and the availability of parts no longer being a concern, the brand is raking in the numbers.
The Pan America 1250, Harley’s first full-size adventure bike, has been announced as well. Therefore, the brand’s push in a new direction is being well received by potential buyers in the country.
With its smaller, 975cc Revolution Max V-Twin engine, the bike will be more affordable
It has also launched an EV model, which looks similar to the
affordable electric motorcycle, the LiveWire S2 Del Mar.
Harley will launch the new electric bike later next year in the United States, where it sold like hotcakes.