Harley-Davidson plans new bikes to attract Indian buyers

According to Harley-Davidson, these lightweight urban bikes now make up the bulk of worldwide electric motorcycle sales (including 38 million units in Asia and another 1.8 million in North America and Europe).

Harley-Davidson is facing shrinking sales in its home market of the United States, and is hoping to broaden its appeal to new customers in a bid to invigorate sales.

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

It's promising to expand that line over the next few years.

Harley-Davidson said it plans to develop a 200-500cc motorcycle through a strategic alliance in Asia which will be used to primarily fuel its growth in India.

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Harley-Davidson announced in June plans to move its production on motorcycles that cater to the European market outside of the U.S. The move was a response to European Union tariffs in response to the Trump administration's own moves on tariffs against Europe.

American motorcycle manufacturer Harley-Davidson has just announced its latest strategy which sets out its roadmap for the coming years.

Traditional dealerships will still play an important role, and Harley-Davidson says it will implement a new performance framework to strengthen its dealer network. Harley retains an advantage in that it sells big, expensive cruisers, and these bikes tend to have good profit margins. "Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding", he said. But they're typically bought by older riders.

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. "It's risky to think that motorcyclists aren't open-minded about other products and other brands", Levatich said.

The accelerated strategy will require significant investment to change the trajectory of the business globally, and the company plans to fund it entirely through comprehensive cost reduction and reallocation of previously planned investment and resources including operating investment through 2022 of $450 to $550 million and capital investment through 2022 of $225 to $275 million. The Motorcycle Industry Council says the median age of US motorcycle owners increased from 32 to 47 since 1990. "India's 250-500cc motorcycle segment is expected to grow at 25 per cent every year through 2021".

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