With nimbler bikes, Harley sharpens Asia focus to revive growth

With nimbler bikes, Harley sharpens Asia focus to revive growth

Premium bike maker Harley Davidson on Monday announced its plans to rollout lighter motorcyles, expansion of all retail channels and operating investments to the tune of Dollars 550 million by 2022.

Sharing its global growth road map through 2022 the US-based cult bike marker said it plans to launch the small displacement motorcycle, meant for emerging markets, in India within two years.

The uniquely styled adventure bike, which is the first Harley Davidson of its kind, will be named the Pan America, and the company has some big plans for it.

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

Levatich's comments on Monday came alongside his company's announcement of a new initiative that will expand its lineup of light motorcycles for several markets around the world, including China and India. Harley-Davidson's President and CEO Matt Levatich has stated that he is pushing hard to reverse the company's state of affairs, and defended the decision to shift production elsewhere from USA due to increased European Union tariffs - fuelled by Donald Trump's domestic enforcements.

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Launching in 2020 is the first Harley-Davidson® adventure touring motorcycle, the Pan America™ 1250cc.

The 115-year-old Milwaukee, Wis. -based company, known for its heavy touring motorcycles, is scrambling to revamp its operations as its mainstay customer base ages by tapping into younger buyers, particularly in Asia, by offering nimbler motorcycles with smaller engines. And with sales rising in Asia and India, it said it's developing smaller bikes with 250 to 500 cubic-centimeter engines to make them more accessible in those regions. It also comes at a time when Harley's rivals such as BMW, KTM, and Triumph forged partnerships with TVS Motor Company and Bajaj Auto for locally developed products.

Already affected by the Trump administration's 25% tax on steel and aluminum exported from the European Union, the Wisconsin-based company announced in June it would move production of bikes sold in Europe out of the US due to retaliatory tariffs imposed by the EU. The company says that this is the first electric in "a broad, no-clutch "twist and go" portfolio".

"I would be more inclined to buy it than I would a traditional motorcycle", said Kay, 25, adding that she rode a moped in high school and college and thinks the smaller, electric models would be easier to navigate in the city.

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