Harley-Davidson plans to enter Used Motorcycle business in India; Also plans to open more “Apparel Stores” in the country

Harley-Davidson could soon start retailing used motorcycles in India. The company has been testing out the concept since the last few months at some of its dealerships.

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Harley-Davidson is one of the largest premium motorcycle manufacturers in India but the entry of other big brands is now giving it some fierce competition.

Entry into the used bike segment was confirmed by the Peter Mackenzie, Managing Director of Harley-Davidson India at the inauguration of a new showroom in Chennai, which is the brand’s 27th outlet in the country.

“Some of the company’s dealerships were already testing the concept for the last few months. We are currently piloting it in a few dealerships. And, we are very close to rolling out the programme, nationally,” said Mackenzie.

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“It will enable us to attract more customers. Secondly, to enable people, perhaps who cannot afford a new Harley-Davidson, but at least get the right Harley-Davidson experience through an authorised dealership,” further added Mackenzie.

The American motorcycle manufacturer also has plans to have a total of 30 dealerships by the end of this year. Harley-Davidson has also identified the “apparel segment” as an important piece of strategy for growth.

The company is looking forward to opening more branded apparel stores in shopping malls across the country. Harley-Davidson India has already opened three apparel stores this year. The product range available for sale will be youthful and designed to connect with young adults. By doing so, the premium bike maker is looking to be more accessible and get in touch with a broad base of enthusiasts and customers.

Source: Brand Equity


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