Harley-Davidson has announced that it will discontinue manufacturing and sales operations in the Indian market. As a part of the ‘Rewire’ strategy, the company aims to overhaul its operating model and market structure. Currently, the American bikemaker is evaluating options to continue to serve its customers. While the brand’s Bawal based manufacturing facility will be shut down, its sales office in Gurugram will be significantly reduced in size.
The bikemaker has also confirmed that its dealerships will continue to serve customers via the contract term. The existing Harley-Davidson customers will constantly get updates from the brand about their future support services. The business restructuring procedure will be done within the next 12 months that will include discontinuing its sales and manufacturing operations in India and exiting select global markets along with optimizing its global dealer network.
Harley-Davidson is planning to execute a new strategic plan named “The Hardwire” for 2021-2025. Under the new business strategy, the American bikemaker will build the desirability for the brand and products. Rumor has it that the Harley Davidson might partner with the Indian two-wheeler manufactures for manufacturing mid-size motorcycles and setting up distribution network in India. Mahindra’s Classic Legends and Hero Motocorp are reported to be frontrunners.
The American bikemaker recently joined hands with the Chinese Zhejiang Qianjiang Motorcycle to develop smaller displacement capacity bikes. Both brands will also assist each other in component and supply chain optimization and expand their partnership to other Asian markets such as Philippines, Thailand, Indonesia, Vietnam, India, Japan, Australia and Malaysia. The first motorcycle developed under this joint venture will be a 338cc model that will see a release in the Chinese market by the end of this year.
