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How Harley-Davidson plans to revamp itself amid flagging sales

How Harley-Davidson plans to revamp itself amid flagging sales

New retail formats - including smaller, urban storefronts globally to expose the brand to urban populations and drive sales of the expanded Harley-Davidson product portfolio and expand global apparel distribution.

This new product and broader distribution are meant to fuel Harley-Davidson's customer access and growth in India, one of the largest, fastest growing markets in the world, and other Asia markets.

In an investor communication, Harley-Davidson said, "We intend to enter into a strategic alliance in Asia to launch a 250-500cc motorcycle within 2 years in India, and into other emerging markets in Asia over time".

"Our plan will redefine existing boundaries of our brand-reaching more customers in a way that reinforces all we stand for as a brand and as a company and we can't wait to kick it into gear", said Levatich.

To help bring their bikes to more riders, the company is also targeting an update of the company web portal and new retail formats like smaller urban stores.

First, the motorcycle market in the United States has been in decline for years.

The company says that its new models are a survival strategy.

Lastly, the company announced that it will be launching its first-ever electric motorcycle, the LiveWire, in 2019.

Harley Davidson is not alone. On July 31, 2018, the stock price stood at Rs 271.15 which has spurted 10,436 per cent to Rs 28,570.35 apiece on BSE till July 30, 2018.

Harley-Davidson's all-new custom motorcycle with a muscular stance, aggressive, stripped down styling and 1250cc of pure performance, is planned to be released in 2021.

The businessman criticised the company's decision to move production of motorcycles sold in Europe overseas in order to avoid European Union tariffs against American exports.

US sales slid 6.4 percent in the most recent quarter, and they're down 8.7 percent at the halfway point of the year.

Harley-Davidson has made one of their biggest announcements of the year.

Sales in Canada fell 0.5 per cent over the past 3 months, and are down 4.9 per cent over the past six months. But it won't go it alone, the company said in a statement; it will seek to partner with an Asian manufacturer.

There are owner clubs and events worldwide as well as a company-sponsored brand-focused museum. There will always be riders who want those bikes, but they're likely to be a dwindling cadre in the US.

The brand has a reputation for making large engined motrocycles built for cruising comfortably at high speed.

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