Luxury motorcycle maker Harley-Davidson is working on a three-pronged strategy to achieve positive growth in the Indian market this fiscal, after two consecutive years of a drop in sales.
The company is targeting a positive growth this fiscal with the launch of new products, network ramp-up and expansion of apparel stores.
Stability returns
“We are certainly aiming for growth this year. With the effects of demonetisation and GST behind, we have been seeing some stability in the market and we have strategies in place to achieve growth,” Peter Mackenzie, Managing Director, Harley-Davidson India, told
After two strong growth years in FY16 and FY15 with annual volumes of about 4,700 units, the company’s sales moved southwards in the past two fiscals — FY18 (3,413 units) and FY17 (3,690 units) due to the impact of demonetisation and GST.
Harley is now betting big on its new Softail range of bikes, launched in India two months ago, to drive sales this year.
New range
It is also planning to launch a few more models in the coming months to support growth.
The company has inaugurated its 27th dealer outlet in Chennai and is planning to open a few more dealerships in new locations, which will include some emerging cities, during this fiscal.
The US premium bike maker will also expand its apparel stores, which will be established in shopping malls either as a standalone or a shop-in-shop outlet. Three have already come up this year. “This will help connect with more customers,” he said.
More players
Mackenzie felt that the entry of more players into the Indian big bike segment would expand the market and increase the relevance of such products here.
He asserted that Harley would continue to focus on big bikes in leisure segment, that is, above 650cc bike categories.
Though Harley is still the leader by volumes in the above 500cc market in India, it has been facing stiff competition from Triumph and Kawasaki in the above 800cc segments.