How Harley-Davidson plans to revamp itself amid flagging sales

01 August, 2018, 02:10 | Author: Darnell Patrick
  • Harley Davidson Pan America Announce

These new bikes are part of H-D's new modular platform of 500 cc to 1,250 cc middleweight motorcycles which it says spans three distinct product spaces and four displacements, supplemented by additional models up to 2022.

Next year, Harley Davidson will launch its electric cruiser motorcycle - the LiveWire.

The company further said it will drive to extend its leadership in heavyweight motorcycles by continuing to develop improved, more technologically-advanced Touring and Cruiser motorcycles. Harley-Davidson will also open smaller storefronts in urban areas.

Harley said it plans to develop a more accessible motorcycle with a small-displacement engine of between 250cc and 500cc for Asia through an alliance with a manufacturer in the region.

"The bold actions we are announcing today leverage Harley-Davidson's vast capabilities and competitive firepower-our excellence in product development and manufacturing, the global appeal of the brand and of course, our great dealer network", said Matt Levatich, president and chief executive officer, Harley-Davidson.

Growth will be in Asia, and Harley-Davidson intends to pursue it with smaller motorcycles and new business partners.


Harley Davidson is looking to leverage its design and manufacturing capabilities, Harley-Davidson plans to offer its most comprehensive lineup of motorcycles, competing in numerous largest and fastest growing segments with a full portfolio of motorcycles across a broad spectrum of price points, power sources, displacements, riding styles and global markets.

The new adventure-touring and streetfighter/standard models are a recognition of the strong demand these segments have in Europe, and will be a key element of Harley-Davidson's plans to grow overseas.

While details are sketchy as of now, 2020 is said to be the year when Harley Davidson will start launching its all-new range of motorcycles targeted at younger buyers.

"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. Could this bike pave the way for smaller bikes to join the line-up as well? But they're typically bought by older riders.

In 2017, British motorcycle maker Triumph Motorcycles and Indian two-wheeler company Bajaj Auto announced plans to work together in the manufacture of mid-capacity motorcycles. We'll be sure to bring you more coverage of this.

Trump responded with a tweet critical of Harley-Davidson.

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