These will be joined by a range of lightweight urban motorcycles also within 4 years, although for now, there are no more details other than a few concept sketches. Harley-Davidson is also changing its retail strategy and expanding its push internationally following declining USA sales. Harley-Davidson plans to develop a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia emerging markets through a planned strategic alliance with a manufacturer in Asia. But the company has no plans to pull back on manufacturing its big bikes and its new products will include more technology-advanced Touring and Cruiser motorcycle as well.
Harley is scrambling to steer through a year-long slump in U.S. demand as it grapples with an aging customer base and it is aiming to boost sales of its motorcycles overseas.
American motorcycle manufacturer Harley-Davidson has just announced its latest strategy which sets out its roadmap for the coming years.
The company says that its new models are a survival strategy.
Harley-Davidson has confirmed plans to launch its first electric motorbike next year.
"We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow", Harley-Davidson CEO Matt Levatich said in a statement.
It also plans to add "lighter, smaller and more accessible products" through 2022 in its electric motorcycles portfolio.
Harley-Davidson has seen a recent surge in sales in Asia and India. But they're typically bought by older riders.
According to Robert Pandya, who managed public relations for Indian Motorcycles and Victory Motorcycles, the new line-up from Harley-Davidson is hugely appealing to new customers and 'will be incredibly approachable to many, many people'.
Harley has been at the centre of a trade war between the United States and the European Union, with the company planning to shift production for European customers overseas to avoid the EU tariffs, a move that was slammed by U.S. President Donald Trump.
'It can fit into your life a lot easier, ' he said of the new all-electric Harley-Davidson models. There will always be riders who want those bikes, but they're likely to be a dwindling cadre in the US. "India's 250-500cc motorcycle segment is expected to grow at 25 per cent every year through 2021".