The American motorcycle manufacturer Harley-Davidson Motor Co. has decided to leave India, leaving the cabin at a tough time in a lucrative two-wheelers market.
The announcement by Harley Davidson that its production operations are closed in India and that its Gurgaon sales office is reduced does not surprise. Recently the U.S. cruiser brand announced that it is only 50 peculiar, highly profitable cruisers are pulling out of many foreign markets.
The Indian operations were not up to the standards of the HQ with just 2500 units sold over last financial year. To make matters worse, the pandemic situation has profoundly changed the view. Thus, India 's activities will be completed in the sense of Harley Davidson's medium-term recovery plan.It struggled with strong decreased production and sales in India, the world's largest and most cost-sensitive dual-wheel market.
"Harley-Davidson riders of 35 to 50 years of age were goals of global leadership. During that phase, they did not only miss out on what younger riders wanted, but were totally reliant on a marketing model, and product creativity did not exist, "said a motorcycle manufacturing veteran in the past and requested anonymity as a senior manager at Harley-Davidson India.Even as Harley-Davidson stuck selling cruiser bikes, competitors like BMW, KTM, Yamaha and others were catering for many categories with lighter and technologically better motorcycles.
If Harley Davidson seeks an acceptable partner in India, they may restart operations with a cost structure drastically reduced. If they do not do operations, they should at least give their current customers service and spares.
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