Published: Tue, July 31, 2018
Finance | By Gustavo Carr

Harley-Davidson to fight in India with smaller engine bikes

Harley-Davidson to fight in India with smaller engine bikes

We already knew Harley-Davidson was planning to sell an electric motorcycle, presumably some iteration of the Livewire design, by 2020.

Harley-Davidson isn't giving out any more technical information just yet.

Lastly, the brand will focus on leading the electric motorcycle market by launching Harley-Davidson's first electric motorcycle, LiveWire, in 2019.

"The plan centres on bold new product introductions and is largely geared to expanding Harley's appeal in faster-growth global markets", William Blair analyst Sharon Zackfia said.

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"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. 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 is betting on "bold new product introductions", William Blair analyst Sharon Zackfia said, adding that the new products are likely to raise questions about whether the means of attracting new customers could alienate Harley's core base. They'll be what the company called its first Adventure Touring motorcycle, the Harley-Davidson Pan America 1250, as well as a 1250cc custom model and a 975cc Streetfighter model.

Leading the electric motorcycle market by launching Harley-Davidson's first electric motorcycle, LiveWire, in 2019 - the first in a broad, no-clutch "twist and go" portfolio of electric two-wheelers created to establish the company as the leader in the electrification of the sport. 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. Through the years, Harley-Davidson will consolidate lower cc segments amidst having its eye out for full size cruisers and tourers to satisfy traditional customers. If it pushes through, this is potentially huge news for our market, where the Harley-Davidson name has been mostly associated with big bikes.

Harley last week forecast a lower-than-expected hit to profit margins from Trump's trade tariffs, despite rising raw materials costs and higher tariffs on bikes shipped to Europe. Who is the surprise partner of Harley-Davidson born from domestic stable and what impact will it make on the motorcycling landscape of India?

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