Harley-Davidson Plans Opening More Brand Stores Across India

American cult bike-maker Harley-Davidson is planning to further strengthen its Indian retail arm by opening brand stores across top metros, alongside increasing exports to the US and countries across Europe. The push comes even as US President Donald Trump has voiced concern over increased duty (cut to 50% now) on imported Harley bikes.

Peter Mackenzie, MD for Harley-Davidson’s India and China markets said the company is optimistic about the growth prospects in India and would strengthen operations.

Mackenzie said it has plans for an expansion through a unique retail concept. These would be stores that would deal in specific Harley apparel for adults and other merchandise. “These stores will not sell motorcycles. The idea is to sell apparels in high-end shopping malls where there is heavy footfall. The stuff being sold here will not carry heavy branding from Harley, but will be subtle and less bold.”

Harley currently retails its products through 26 stores, but the company is looking forward to set up 12 co-owned stores that will come up in cities such as Mumbai, Delhi, Bengaluru and Chennai. “We plan to have a lot more such stores.” Harley also sells specific merchandise through its motorcycle stores, but this is aimed at the enthusiasts. “These are heavy on branding.”

Harley started its Indian business journey in 2009 selling around 28,000 motorcycles since then. The company has also set-up a manufacturing unit at Bawal in Haryana to manufacture some locally sold bikes in it. Bikes that are exported to the US and Europe are also made here.

Mackenzie said, “Harley holds the highest market share in the premium-end of the motorcycle market (for engines above 600cc) where competitors include companies such as UK’s Triumph and Italian Ducati. This market is around 8,000 motorcycles per annum and we are the strongest in this segment. We feel that the appetite for leisure motorcycles is growing in India, and so is the riding culture.”