Product details

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Abstract

Founded in 1901 by the late William Harley and Arthur Davidson, Harley-Davidson Inc. (Harley) graduated into a symbolic US motorcycle brand over time that stood for authenticity, independence, and passion for cruising on the open road. To leverage on its worldwide fame and having taken cognizance of India's growing economy, expanding middle class, and considerable financial outlays for the construction of new highways - all creating potential for luxury motorcycle riding, in August of 2009, Harley announced its entry into the Indian motorcycle market with sales for a year later. For its Indian foray, the American two-wheeler brand set up a wholly owned subsidiary, Harley-Davidson India (Harley India), along with an assembly plant for four popular models: the SPORTSTER, DYNA, V-ROD, and CVO, which Harley India imported from the US as 'Completely Knocked Down' (CKD) kits. And while Harley's motorcycles already commanded the attention of motorcycle enthusiasts, Harley India soon realized strong competition in the domestic market from other two-wheeler brands such as Suzuki, Honda, Yamaha, Triumph, Ducati, Kawasaki, BMW, and Royal Enfield. Following the initial sales just after its 2010 launch, Harley India soon tapered off before hitting a downward trend in sales with a range of complexities. Forced to rethink its approach for the Indian market consequently, Harley tied up with Hero MotoCorp for handling sales, service, and distribution of its products in the Indian sector under a five-year Hardwire strategy (2021-25). Would Hero MotoCorp's knowledge of the Indian market pave the way for Harley India's sustenance? Or was the American motorcycle legend just not cut out for India?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2009-2021.

Geographical setting

Region:
Asia
Country:
India

Featured company

Harley-Davidson Inc
Type:
Public company
Industry:
Motorcycles

Featured protagonist

  • Anoop Prakash (male), Ex-Managing Director of Harley India

About

Abstract

Founded in 1901 by the late William Harley and Arthur Davidson, Harley-Davidson Inc. (Harley) graduated into a symbolic US motorcycle brand over time that stood for authenticity, independence, and passion for cruising on the open road. To leverage on its worldwide fame and having taken cognizance of India's growing economy, expanding middle class, and considerable financial outlays for the construction of new highways - all creating potential for luxury motorcycle riding, in August of 2009, Harley announced its entry into the Indian motorcycle market with sales for a year later. For its Indian foray, the American two-wheeler brand set up a wholly owned subsidiary, Harley-Davidson India (Harley India), along with an assembly plant for four popular models: the SPORTSTER, DYNA, V-ROD, and CVO, which Harley India imported from the US as 'Completely Knocked Down' (CKD) kits. And while Harley's motorcycles already commanded the attention of motorcycle enthusiasts, Harley India soon realized strong competition in the domestic market from other two-wheeler brands such as Suzuki, Honda, Yamaha, Triumph, Ducati, Kawasaki, BMW, and Royal Enfield. Following the initial sales just after its 2010 launch, Harley India soon tapered off before hitting a downward trend in sales with a range of complexities. Forced to rethink its approach for the Indian market consequently, Harley tied up with Hero MotoCorp for handling sales, service, and distribution of its products in the Indian sector under a five-year Hardwire strategy (2021-25). Would Hero MotoCorp's knowledge of the Indian market pave the way for Harley India's sustenance? Or was the American motorcycle legend just not cut out for India?

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2009-2021.

Geographical setting

Region:
Asia
Country:
India

Featured company

Harley-Davidson Inc
Type:
Public company
Industry:
Motorcycles

Featured protagonist

  • Anoop Prakash (male), Ex-Managing Director of Harley India

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