Published: Wed, August 01, 2018
Markets | By Erika Turner

Harley-Davidson announces Royal Enfield rival

Harley-Davidson announces Royal Enfield rival

First, the company announced that "a new modular 500cc to 1250cc middleweight platform" spanning three different segments and four displacements is on the way.

"The bold actions we are announcing today leverage Harley-Davidson's vast capabilities and competitive firepower - our excellence in product development and manufacturing, the global appeal of the brand and of course, our great dealer network", said Matt Levatich, president and chief executive officer, Harley-Davidson Inc.

Earlier this year, it was believed that Harley-Davidson's first electric motorcycle, the LiveWire, would hit dealerships before the year's end.

The company said it expects to spend $675 million-to-$825 million on these initiatives and expects the new plan to generate more than $1 billion of incremental annual revenue in 2022 as compared to 2017.

Mention Harley-Davidson Motorcycles and most people will think: noise, petrol, and leather jackets.

The announcement by Harley comes after three consecutive years of declining sales in India.

The move will also "enable accessible price point for premium small displacement market entry", Harley-Davidson added.

At the same time, riders are getting older.

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With sales rising in Asia and India, Harley-Davidson says it's developing smaller bikes with 250 to 500 cubic centimetre engines, to make the more accessible.

The new 250-500 cc motorcycle from Harley Davidson will compete with the Royal Enfield Classic 350/500, the upcoming Triumph 500 cc (speculated) motorcycle, the new Jawa bike, and the Kawasaki Estrella 250 in the Asian markets.

Last year Pandya launched 'Give A Shift, ' a volunteer group discussing ideas to promote motorcycling. "It's risky to think that motorcyclists aren't open-minded about other products and other brands", Levatich said.

The latest research shows a decline in the average age of motorcyclists, with the Motorcycle Industry Council finding the median age of U.S. motorcycle owners increased from 32 to 47 since 1990. On July 31, 2018, the stock price stood at Rs 271.15 which has spurted 10,436 per cent to Rs 28,570.35 apiece on BSE till July 30, 2018.

With an eye on India, Harley-Davidson has chose to go small at a time when it is caught in a bitter trade war initiated by US President Donald Trump.

Harley-Davidson is a United States firm that specialises in the manufacture of motorcycles.

It has traditionally always made its bikes in the USA, but has recently announced it will manufacture bikes destined for Europe outside of the states to avoid European Union tariffs against American imports.

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