How Harley-Davidson plans to revamp itself amid flagging sales

Harley-Davidson Custom 1250

Harley-Davidson Streetfighter 975 +1

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 U.S. due to increased European Union tariffs - fuelled by Donald Trump's domestic enforcements.

Harley-Davidson is facing shrinking sales in its home market of the United States, and is hoping to broaden its appeal to new customers in a bid to invigorate sales.

Harley, known for its car-alarm triggering engine rumble, will roll out an electric motorcycle called LiveWire next year, with no clutch and no gears.

"The company believes its accelerated strategy is in line with and reinforces its objectives to drive revenue growth and expand operating margins", it said.

The move will also "enable accessible price point for premium small displacement market entry", Harley-Davidson added.

According to the details of its growth plan through 2022 - More Roads to Harley-Davidson - among other initiatives, the company is developing a "more accessible, small-displacement" 250 cc to 500 cc motorcycle for Asia's emerging markets through a planned strategic alliance with a manufacturer in Asia.

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 is not alone.

About 46 per cent of riders are over 50 and only about 10 per cent are 30-34.

A year after its British counterpart Triumph inked a partnership with Indian motorcycle major Bajaj to make affordable motorcycles locally, America's iconic motorcycle maker Harley appears to be weighing a similar option.

Harley-Davidson also said it was moving the Livewire availability to August 2019, and released an updated picture (below). Royal Enfield has more than doubled its sales in the last four years to 8 lakh units.

Leading the electric motorcycle market by launching Harley-Davidson's first electric motorcycle, LiveWire, in 2019 - the first in a broad, no-clutch "twist and go" portfolio of electric two-wheelers created to establish the company as the leader in the electrification of the sport.

Sales in Canada fell 0.5 per cent over the past 3 months, and are down 4.9 per cent over the past six months. But it won't go it alone, the company said in a statement; it will seek to partner with an Asian manufacturer.

The brand has a reputation for making large engined motrocycles built for cruising comfortably at high speed.

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