Harley-Davidson to enter used-bike segment

Some of the company’s dealerships were already testing the concept for the last few months

US-based cult bike manufacturer Harley-Davidson has announced plans to enter the used business segment and was currently piloting the concept in some of its dealerships, a top company official has said.

Some of the company’s dealerships were already testing the concept for the last few months, Harley-Davidson India, Managing Director, Peter Mackenzie said.

“We are currently piloting it in a few dealerships. And, we are very close to rolling out the programme, nationally,” he told PTI here.

Currently, Harley-Davidson has 27 showrooms across the country. The 27th facility was formally unveiled by Mr. Mackenzie in the city.

“It (used bike’s business) 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,” he said.

More apparel stores

Asked about the company’s growth plans for 2018, he said, “2017 had its complexities with demonetisation, GST (Goods and Service Tax implementation) and Euro IV. This year, we are looking at more stability.” The company’s strategy was to be more accessible and more relevant to customers, he said, adding the “apparel segment” represents an important piece of strategy for growth.

“So, we will be opening up more apparel stores in shopping malls so that customers connect and experience the Harley-Davidson brand,” he said.

“That is a major piece of strategy in growing this year. We have opened three (apparel) stores already this year,” he noted.

The apparel range would be available in these stores that would be more ‘youthful’ and designed to connect with young adults, he said.

To a query whether the company would set up apparel stores globally, he said, “We have them across the globe. But for the Asia-Pacific market, we are going little bit deeper with this project. Currently, we are launching such stores in China, India,” he said.

To another query on India operations, he said, India was an important market for Harley-Davidson.

“That is why we continue to invest.. we have a manufacturing facility here (Bawal, Haryana).

Mr. Mackenzie and senior company officials were here to unveil the new dealership, Marina Harley-Davidson in Nungambakkam.

“This is our 27th dealership. From 27, we will finish the year, somewhere around 30 dealerships,” he said.