Harley Davidson recently launched the X440 single cylinder motorcycle in India in partnership with Hero MotoCorp and there is potential for the X440 and other models born out of this collaboration to be exported beyond India also.
CEO of H-D Jochen Zeitz is embracing the value of volume production and sales and sees India as the perfect mix of manufacturing efficiency and ready made motorcycle mad populous ready to embrace this vision and of course the new X440 and other models in the pipeline. He stated recently: “And (there is) a lot of upside with much greater manufacturing capability that Hero brings in and the willingness to invest into the business, to really build us up as a brand. So, I would say it is the right decision,”
Harley Davidson stepped out of India in 2020 but soon joined up with Hero for continued representation and support of models in India amidst a growing middle class and more affluent buyer. This is exactly where Harley Davidson are aiming their premium small engine bikes at. Above average prices for a perceived better engineered bike with name recognition too and all this to challenge the dominant force that is Royal Enfield.
Harley Davidson have been thwarted in exporting their larger motorcycles into India due to high import tariffs of up to 50%, however with improving trade relationships between the two countries and now this domestic presence with Hero MotoCorp, Harley Davidson are in a strong position to capitalise on increasing market forces towards premium motorcycles and generate volume sales.
The X440 really is a test bike for a new testing ground for the American motorcycle manufacturer. If it succeeds in breaking this market and putting a dent into Royal Enfield whilst fending off the equally eager Triumph with their collaboration with Bajaj, then it really could become the start of volume production not only for India but for other markets too.
However, whilst Harley Davidson and CEO Jochen Zeitz are reserved with their ambitions at this stage, they might want to take note of Triumph’s marketing plan. They already have launched in India with similarly priced bikes and they already plan to begin exports to other markets, as yet not named, in 2024. So Harley Davidson really need to be quick on the draw if they want to keep up, let alone take the lead in this race for the 350-500cc segment not only in India but further afield too.
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