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Updated July 30th, 2018 at 23:06 IST

Is Harley Davidson going to go all-out for India with an entry-level cruiser?

Harley Davidson is likely to deploy a new strategy in India and other Asian countries in order to expand its market

Reported by: Anirudh Sunilkumar
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In hopes of turning around its deteriorating global market performance, Harley Davidson has announced a massive market expansion for the upcoming years. 

According to its announcement, India and other Asian countries would also play a prime role in the expansion. These markets are expected to see the launch of small-displacement bikes in the 250cc to 500cc segment through a planned strategic alliance with a manufacturer in Asia.

"This new product and broader distribution are intended 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 announcement stated. 

Following that, another one of the other crucial steps to be taken by the company is the launch of its first electric motorcycle Livewire in 2019. The clutch-less battery-powered bike is expected to establish the company as the leader in the electrification of high-end motorbikes. Soon after the establishment of the segment, Harley Davidson plans on launching further electric models through 2022 to broaden the portfolio with lighter, smaller and even more accessible product options to inspire new riders. 

The company also aims at building strategic alliances with leading e-commerce providers across the globe to improve the access to potential new customers. 

In an attempt to strengthen its existing dealerships across the globe, Harley Davidson is expected to implement a performance framework to significantly enhance the strength of its dealer networks. "New retail formats -- including smaller, urban storefronts globally to expose the brand to urban populations and drive sales of the expanded Harley Davidson product portfolio and expand international apparel distribution," the announcement said. 

Harley Davidson Livewire 

Harley Davidson Pan America 

Future Streetfighter model

Future Custom Model

Among its upcoming launches, is the new Livewire, the Pan America, a future street model and a future custom model. As mentioned earlier, the Livewire is scheduled to hit the markets by 2019, meanwhile, the future Streetfighter model and the Pan America will be launched in 2020. Ahead of that, the company will launch its future custom model in 2021.

READ: "They Surrendered, They Quit": Trump Accuses Harley Davidson Of Surrendering To EU Tariffs

 

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Published July 30th, 2018 at 23:06 IST

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