Harley-Davidson has
announced a four-year strategy update for the global market with a dedicated
focus on the Indian and other emerging Asian markets. The company has showcased
three new product concepts that will use a new modular middleweight platform (500
cc to 1250 cc).
Furthermore, the
company has revealed that it will launch its first electric motorcycle, the
Harley-Davidson LiveWire in early 2019. The company will launch three new
models in 2020 – an adventure motorcycle, a naked streetfighter, and a custom
motorcycle. The new middleweight platform (500 cc to 1250 cc) will spawn three
new product spaces and four engine displacements.
It will include the
company’s first adventure touring motorcycle - the Harley-Davidson Pan America
1250 -, a 975 cc Streetfighter and a 1250 cc custom motorcycle. The company
will introduce these models in 2020, while more models based on the modular
platform will launch in 2022. Moreover, the company has revealed that it will
launch a total of 16 middleweight motorcycles globally, which will include a
scrambler, flat tracker, and a faired Sportsbike.
In addition to the
modular middleweight platform, the company will introduce a new
small-displacement motorcycle designed primarily to focus on the emerging
Indian and Asian markets with engine capacity in the range of 250 cc to 500 cc.
Harley has formed a ‘planned strategic alliance’ with an unnamed manufacturer
in Asia to manufacture this new bike.
The company will
also manufacture the new small-displacement motorcycle in India at its Bawal
plant in Haryana and is likely to position below the Harley-Davidson Street Rod
and the Street 750. What this also means is that Harley-Davidson India is
unlikely to launch the Street 500 in the domestic market; a motorcycle that is
manufactured locally in India for the global markets.
The company hasn’t
revealed the launch timeline for the small bike, and we can only expect it
around 2021, considering this is a four-year plan from Harley-Davidson. Apart
from the Harley Davidson LiveWire electric motorcycle, the company will
introduce more electric bikes by 2022, which include light and accessible
electric two-wheelers, and even an electric-assist bicycle.
The company will
expand its dealership network across the globe, while also forming strategic
tie-ups with online global e-commerce firms. While this seems to be a radical
rejig of its strategy from a historically traditional bikemaker,
Harley-Davidson has confirmed that it will continue to “develop improved, more
technologically-advanced Touring and Cruiser motorcycles that will keep the
existing Harley-Davidson riders engaged and riding longer.”
