Indian sojourn of Harley-Davidson
(Harley-Davidson’s Expedition in India)
Harley-Davidson Motor Company's Indian interests were revealed in 2009, when President of the illustrious motorcycle manufacturer Matt Levatich came to New Delhi and confirmed the same. The iconic motorbike manufacturer has 108-year legacy in designing and delivering extraordinary motorcycles along with everlasting biking experience to the enthusiasts around the world.
The motorbike manufacturer showcased its offerings for the Indian audience at the Delhi Auto Expo 2010. Harley-Davidson Motor Company, keen to establish itself in India’s leisure motorcycling segment, partnered with country's auto companies. After completion of two successful years, the motorcycle producer aims to cruise further in the market. The motorbike maker is committed to deliver the ultimate Harley-Davidson experience to the enthusiasts through its well-spread dealership network in India.
Highlighting milestones for Harley-Davidson's stint in India are listed below:
LAUNCHING THE LEGEND (AUGUST 2009-DECEMBER 2009)
The establishment of wholly owned subsidiary and long-term commitment to the Indian market was announced in August 2009 by Matt Levatich and Anoop Prakash. With the booming Indian economy, infrastructure development and consumer’s preference for global brands, the economic circumstances favoured the establishment of Harley-Davidson in India. In this quest, ‘Founders’ Rides’ in Indian cities of New Delhi, Mumbai and Bangalore saw pre-existing Harley-Davidson owners come together to display love and respect for the illustrious global brand.
DELHI AUTO EXPO 2010: LAUNCHING THE FULL RANGE FROM HARLEY-DAVIDSON (JANUARY 2010)
During Delhi Auto Expo 2010, when almost every automotive company made its presence felt at country’s definitive industry show, Harley-Davidson's Motorcycles, Motorclothes and Genuine Parts & Accessories made the headlines. Creating a buzz at the event, Harley-Davidson stall received 6,00,000 footfalls. 12 model line-up from the motorbike manufacturer, impressed press, buyers and enthusiasts.
SEARCH FOR DEALERS BEGINS (MARCH 2010)
The first five dealers of Harley-Davidson in India were announced in March 2011, after an overwhelming response from 400 applicants. These dealers were finalised on the basis of brand understanding and shared passion for delivering extraordinary customer experiences.
DELIVERING CUSTOMER EXPERIENCES (APRIL – MAY 2010)
Road shows across three Indian cities, introductory experiences (Boot Camps), demo rides and sales events (Book Your Bike!) commenced in April. These events received an overwhelming response with hundreds of enthusiasts safely experiencing a ride of Harley-Davidson. More than 8-test rides were held in six weeks, breaking myths about riding heavyweights and converting potential customers into owners.
OUR HOME IN INDIA: SETTING UP HARLEY-DAVIDSON INDIA’S HEADQUARTERS (MAY 2010)
With an objective of creating an environment where employees and partners are integrated by extraordinary experiences, the headquarter of Harley-Davidson in India was opened in May. Timothy J. Roemer, former US Ambassador to India, graced the occasion, along with more than 200 industry and government leaders making it to the opening ceremony.
OPENING DAY: LAUNCH OF DEALERSHIP NETWORK (JULY – NOVEMBER 2010)
Harley-Davidson wave was felt across the country, embarking first three dealerships in July 2010. By the end of November, Harley-Davidson India’s dealer network spread to five locations, providing an opportunity to the riders of the unmitigated biking experience.
BRINGING THE GLOBAL EXPERIENCE HOME: STURGIS RIDE (AUGUST 2010)
Top management executives of Harley-Davidson India visited and documented the biggest and the baddest motorcycle rally experiences in essays and narratives on the website. The experiences provide an imagery of the awaited national H.O.G. rally in India.
HARLEY-ROCK RIDERS SEASON I (SEPTEMBER – DECEMBER 2010)
A new indigenous rock music property was launched, honouring Harley-Davidson’s long association with rock music. In the Harley-Rock Riders Season I, six bands travelled to five cities in India, ending up in Delhi to present motorbiking zeal with music.
ANNOUNCEMENT OF CKD ASSEMBLY OPERATIONS (NOVEMBER 2010)
On a political visit to India, US President Barack Obama mentioned about the new sight on Indian roads, Harley-Davidson motorcycles. Meanwhile, assembly operations in India commenced in the same week. With eased import structure slab, bike kits from the US manufacturing plants were imported at reduced tariff, which in turn eased price structure for relishing the Harley-Davidson experience.
HARLEY OWNERS GROUP (H.O.G) RIDES BEGIN (NOVEMBER – DECEMBER 2010)
In order to mark the arrival of the Harley Owners Group (H.O.G) in India, V-twins rallied on the streets of Delhi and Mumbai. The rally experience allowed New Harley-Davidson owners to experience the bond of integrity that comes with riding together.
LAUNCH OF SUPERLOW AND IRON 883 (DECEMBER 2010)
New SuperLow and Iron 883 models were introduced to the Indian audience were added to the portfolio of Harley-Davidson India. With diverse offerings such as urban street bikes, roadsters, long-distance touring machines and contemporary cruisers on offer, Harley-Davidson India offers motorcycles to meet the expectations of almost any rider. New additions, The SuperLow and Iron 883, were rolled out of the CKD assembly facility in Bawal.
COMMITMENT TO CUSTOMERS: UNION BUDGET 2011 (MARCH 2011)
In the financial budget of 2011-12, there was an amendment regarding the Completely Knocked Down (CKD) kits import duty, which was raised. Despite increase in the import duty, Harley-Davidson India stand by the commitment for maintaining original prices of the Harley-Davidson CKD models.
LAUNCH OF THE FORTY-EIGHT (APRIL 2011)
Forty-Eight was introduced by Harley-Davidson India, bringing riders a raw and radical ride with extreme power and smooth performance. Harley-Davidson Forty-Eight motorcycle is a factory custom motorbike of the hot rod Sportster line, having elemental appeal of the Dark Custom range.
HARLEY CAPTURES KHARDUNG LA (JUNE 2011)
Setting off on his Harley-Davidson Fat Boy, Ankush Bhan of Mumbai, an entrepreneur by profession, becomes the first Harley owner to motor past Khardung La, world’s highest motorable pass.
LAUNCH OF THE FATBOY SPECIAL (JULY 2011)
To mix things and offer diverse offerings for rapidly growing customer base in India, Harley-Davidson India unveiled Fat Boy Special in July 2011. Fat Boy Special, one of the best-selling models from the stable of Harley-Davidson design studio, completes the 15 bike line-up on offer in India in five families.
FIRST WOMAN CUSTOMER (JULY 2011)
Sheeja Mathews gathered fame overnight, becoming the first-ever woman customer of Harley-Davidson in India. She rode out Iron 883 from Bangalore dealership of Harley-Davidson India. This event made headlines and triggered women enthusiasts to book and own Harley-Davidson motorcycles.
HARLEY ROCK RIDERS SEASON II – (MAY - OCTOBER 2011)
With much more enthusiasm and zeal than the first season, Harley-Davidson India’s annual rock music property strummed across Harley-Davidson’s dealership cities in India. The Grand Finale at Talkatora Indoor Stadium (New Delhi) of the season was attended by 8,000 enthusiasts.
HOG RIDE: DELHI – CHANDIGARH (SEPTEMBER 2011)
A way of life for Harley-Davidson owner’s community, H.O.G. members of Delhi cruised on Saturday morning to ride out to Chandigarh. At Chandigarh, Delhi bikers were joined by the H.O.G. members in Punjab. The thrill was at the maximum as fifty baddest machines were roaring all over the city roads.
EALERSHIP EXPANSION: PHASE II (NOVEMBER 2011)
Motor company’s second phase of expansion in the country came with the opening of dealership in Ahmedabad. The launch of ‘Nine Bridges Harley-Davidson’ – the sixth Harley-Davidson dealership in India, was graced by existing Harley-Davidson owners in the western region of the country. The second phase expansion will also witness dealership inaugurations in Chennai, Kolkata, Kochi and Jaipur.
