Harley-Davidson continues to lead the market

As the year draws to a close, Harley-Davidson India completes six successful years in the country since it commenced retail operations in 2010 and continues to lead in the market by holding 60 percent market share of the 601+cc motorcycle segment in the country. In line with its strategic objectives, the company remains focused on bringing new riders into the sport of motorcycling while broadening brand appeal through an expansion strategy, quality motorcycles and key initiatives like Legend on Tour, Passport to Freedom, Harley Rock Riders and Discover More campaign.

Vikram Pawah, Managing Director, Harley-Davidson India said, “In 2016, we created powerful connections with new riders and strengthened our bond with our existing riders through our customer-led outreach. We are confident that our focused strategy, passion for our brand and progress on key initiatives make us strong and well positioned for India’s dynamic market. With 24 outlets in 21 cities and 60 percent market share, we are looking to take the momentum forward into the years to come.”

Expansion
In 2016, the company broadened its reach through new Harley-Davidson dealerships aimed at extending the brand access in Coimbatore, Lucknow, Calicut, Guwahati and Ludhiana. It also recently launched its maiden merchandise showroom that sells Harley-Davidson merchandise collections at the Chhatrapati Shivaji International Airport in Mumbai. The newest dealerships, second in New Delhi and first ever in Dehradun offer the latest line-up of 13 motorcycles by Harley-Davidson India. Shoppers may also choose from a range of Harley-Davidson parts and accessories to customize their bikes as well as Harley-Davidson merchandise, including the latest Black Label collection.

Customer-led Initiatives
Harley-Davidson India’s first-of-its-kind mobile dealership, Legend on Tour, increased accessibility for motorcycle enthusiasts across the country. Passport to Freedom, a program that encouraged confident riding, has been instrumental in introducing new riders to techniques that help them become stronger riders. Harley Rock Riders, Harley-Davidson’s annual motorcycle and music festival, also gathered momentum for the brand in its tour across New Delhi, Hyderabad, Kolkata, Lucknow, Jaipur and Nagpur.

Also new in 2016 was the launch of the Harley-Davidson Financial Services Program that offers customized financing solutions with flexible and attractive rates, terms and Equated Monthly Installments (EMIs) for riders to finance their dream motorcycle along with Harley-Davidson Genuine Parts & Accessories and Harley-Davidson Motor Clothes. Harley-Davidson is the only manufacturer in the premium motorcycle segment in India to offer customized finance solutions for its customers.

With 26 Harley Owners’ Group (H.O.G.) chapters and more than 7,000 H.O.G. members, Harley-Davidson India has nurtured the H.O.G. community by delivering experiences over the last six years, from organizing regular experiential group rides to exotic destinations, to H.O.G Assist – an on-road assistance programme that provides support to members, irrespective of their location and distance from the nearest dealership. Taking on long endurance riding, H.O.G. members from different cities have done cross country rides to participate in zonal rallies to join the H.O.G. brotherhood and fulfill their dreams of personal freedom. Of the 7,000 H.O.G. members, 310 riders in their quest for the Big 5 patch have clocked a phenomenal 10 million kilometres. The Big 5 patch commends riders on their passion and spirit for biking and spanning thousands of kilometers across the country. It is awarded to riders who complete all four zonal rallies and the national H.O.G. rally in Goa within a year.

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