With nimbler bikes, Harley sharpens Asia focus to revive growth

With nimbler bikes, Harley sharpens Asia focus to revive growth

In a fast-changing world with new consumer demands, these accelerated actions support Harley-Davidson's 2027 objectives with increased focus and strategic investment to reinvigorate the USA business while accelerating the pace of worldwide growth. We also knew Harley-Davidson was teaming up with Alta on two new electric models for sale in coming months. While BMW recently introduced a 310cc bike (its smallest globally) in a manufacturing partnership with TVS, Triumph - the British cult bikemaker - has joined hands with Bajaj Auto for smaller-displacement motorcycles.

Pegged as one of the key emerging markets, Harley-Davidson has announced that in 2020, a year later after LiveWire opens the Harley-Davidson electric motorcycle range, they are going to bring out new motorcycles on a completely new platform with capacities ranging from 500 to 1250cc. That will give the company more broad distribution in the largest and fastest-growing motorcycle markets.

The 115-year-old Milwaukee-based company, known for its heavy touring motorcycles, is trying to boost overseas sales and scrambling to revamp operations as its mainstay customer base ages.

This will start with the company's first Adventure Touring motorcycle, the Pan America 1250, a 1250cc Custom model and a 975cc Streetfighter model, all of which are planned to launch beginning in 2020.

The company's growth plan through 2022 includes attracting those who have never owned a motorcycle, developing smaller urban dealerships and "unlocking new markets and segments", the company said in a statement Monday.

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

Harley-Davidson isn't giving out any more technical information just yet.

In a slideshow released by the company, it describes how moving into EV technology will keep them competitive as they reposition the brand to embrace the opportunities presented by a market gradually making the shift to zero emissions vehicles.

Its first electric motorcycle will be launched next year, and more models are planned through 2022. Levatich has emphasised that Harley will produce lightweight urban bikes specifically for young consumers living in "dense urban spaces".

The company said it expects to improve Return on Invested Capital (ROIC), increase revenue and earnings, and return more cash to shareholders.

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