Keen To Launch E-motorcycles Based On Project LiveWire : Harley Davidson India
How important is the Indian market for Harley Davidson? Will it be bigger than China going forward?
India will continue to be a significant part of our growth strategy. It is a very important market for us. That is the reason we are here. That is the reason we continue to invest in people, processes and products here to make sure we continue to grow and meet our customers’ expectations. I can’t speculate on future possibilities (of getting bigger than China) because both markets are equally important for us. They both represent growth for existing and future owners of Harley Davidson.
You have just launched 2018 editions of the Softail range. How big are you betting on them?
Our new offerings strongly demonstrate Harley-Davidson’s focus on reinventing products for motorcycle enthusiasts and aspiring riders. The 2018 Softail custom motorcycles have been inspired by Harley-Davidson’s history, authenticity and styling DNA through a modern lens. The response to the first look has been very positive and we are confident that the motorcycles will further enhance the sport of leisure motorcycling in India.
The Indian heavyweight bike market is increasingly getting hyper-competitive with players like Ducati, Triumph, Kawasaki, BMW Motorrad, etc., are already well established. How do you position your products differently?
When you are buying a Harley Davidson, you are not just buying a motorcycle (but) you are buying into a lifestyle. Our competitors don’t offer the same lifestyle that comes through Harley Owners Group (HOG), customization, events at the dealerships, and other avenues. That makes us unique. In terms of product lines, we have more robust frames, agility (apart from) improved lighting, performance, suspension. Of course, every competitor is doing similar things. But again, you can either buy a motorcycle or you can buy a lifestyle.
Harley Davidson Street 500 and 750 motorbikes, made at your Bawal facility in Haryana, are exported to numerous countries in Europe and Asia. However, you are selling only 750cc version in the domestic market. Do you have any plans to roll out the 500cc version here?
Yes, that is right. But we have no plans to sell it (500cc version of Street) locally as there is no price advantage here. It doesn’t make sense at this point of time. The 750cc version (of Street) represents a better power to weight ratio.
Do you think your high-end bikes are compatible with the road infrastructure?
I think everyone would appreciate great roads. The reality is we don’t have great roads everywhere (in India). Therefore, part of what we have done here is making sure we have reengineered our (models’) suspension to be a bit more accommodating to less friendly environments. That’s a step towards dealing with the environment i.e. the terrain on which you are riding. Improved suspension certainly helps when you don’t necessarily have the best road infrastructure. But again, owning a Harley is not about commuting to and from work. It is all about going out and enjoying a whole lifestyle, experiencing the ride with friends and community. I think quite often that is done outside the city limits.
As India is leapfrogging from BS-IV to BS-VI emission norms by 2020, are you geared up for that transition?
It is too far out to tell. Our engineering teams are already addressing that issue. So I would hope that we are prepared and ready.
As the government is propagating green and sustainable mobility, what role will Harley play to support it?
From an environmental standpoint, that is one of our global objectives. We want to make sure whatever we do should be done in a manner that is sustainable. If you are talking about technology wise, you may recall that we brought in a few years back a bike called ‘Project LiveWire’ to the (overseas) markets. That was to continue to do market research (and) assess customers’ requirements and expectations of an electric product. We are still working with those evaluations and would hope to have the product ready when the markets are ready.
Would you be open to bring those electric bikes to India?
Yes, why not? As and when the market or the infrastructure (charging stations) is ready, we are ready to launch them. It is not something you can just launch. You need both infrastructure (to support e-vehicles) in the country and technical expertise. You need all sorts of support. Many markets that are launching EV technologies at the moment are struggling with infrastructure.
