Harley still weaving into the Indian traffic

“We are still trying to understand the dynamics of the market and these are early days yet. The greater gift is customer feedback that helps us understand how our bikes are perceived and used.”

This is what Mr Anoop Prakash, Managing Director of Harley-Davidson India, has to say about the American motorcycle maker's three-year journey in the subcontinent. It has 15 models on offer ranging from Rs 5.6 lakh for the Superlow right up to Rs 35.45 lakh for the Ultra Classic Electra Glide.

More than the sales numbers, what intrigues Mr Prakash is the fact that customers in India are riding their Harley bikes three times a week. “Typically, we would have expected Sunday rides in groups. We are also seeing a positive response in upcountry markets where Harley is not even present,” he says.

It is this “sense of enthusiasm” in the market that continues to surprise the company. The next task on hand is to reach out to the younger segment even though they are not today's buyers. “We know they have the enthusiasm for riding motorcycles and are getting them to understand what Harley is all about,” Mr Prakash says.

Catching them young

This is where events like the Harley Rock Riders give these youngsters an opportunity to experience rock music and motorcycles. Harley now plans to have some test rides integrated with the event.

The core age profile of the Harley customer in India is 35-45 years. According to Mr Prakash, most people tend to think that this is an exclusive club consisting of the rich and famous. In reality, these are self-made professionals who have two cars in the garage but buy a Harley for themselves.

“India is about these self-made people and it requires physical confidence to ride a rugged Harley,” he says.

In the coming years, the company believes the typical age profile will come down as younger people access the brand, thanks to easier financing options. “We want people to realise their dreams. Youngsters understand what Harley is all about and it is our responsibility to help them experience the brand,” Mr Prakash says.

India was, incidentally, the first market in Harley-Davidson's history to kick off with a subsidiary from Day 1. “It was not a distributor driving our initial revenue model before we decided to invest. We were categorical about what we wanted to do and are here for the long haul,” Mr Prakash reiterates.

He is as upbeat about the Indian auto-component industry and its “phenomenal quality” levels. “These people are doing some high level work across the world. Anyone who sources globally will obviously look at options like India which is cost-competitive,” he says.

Harley worldwide is expanding its market reach and trying to open more dealerships in non-US markets (last year saw international dealers outnumber US dealers). However, it is not as if countries like India and China will take over the top spot in a hurry. “We have a long tradition of manufacturing in the US and I do not see this changing in a big way,” Mr Prakash says.

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