Harley-Davidson announces Royal Enfield rival

Harley Davidson Pan America Announce

The Harley-Davidson Streetfighter, which will be one of the three new models launched in 2020 by the American motorcycle manufacturer, has been designed by Harley-Davidson's Senior Designer Chetaan Shedjale.

In a slideshow released by the company, it describes how moving into EV technology will keep them competitive as they reposition the brand to embrace the opportunities presented by a market gradually making the shift to zero emissions vehicles.

Laying out a plan it calls "More Roads to Harley-Davidson", the company expects to spend $675 million United States to $825 million U.S. over the next four years, looks to chop costs and generate more than $1 billion USA of incremental annual revenue in 2022. Besides, Harley will also roll out at least five new custom models and nine new streetfighters including a 975 cc model by the end of this decade.

The company says that its new models are a survival strategy. Livewire will be supplemented by small and lighter electric motorcycles in the years leading up to 2022.

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.

"I would be more inclined to buy it than I would a traditional motorcycle", said Kay, 25, adding that she rode a moped in high school and college and thinks the smaller, electric models would be easier to navigate in the city.

The announcement by Harley comes after three consecutive years of declining sales in India.

So, all in all, a big day for Harley-Davidson. There's also an e-bike and scooter concept, both of which reference Harley-Davidson's sensible commuter options (many of them rebadged Euro machines) which were common enough until the Japanese took over the market in force in the late '60s and early '70s, with cheaper, more reliable options. Levatich has emphasised that Harley will produce lightweight urban bikes specifically for young consumers living in "dense urban spaces".

Harley-Davidson also said it is developing "more accessible" offerings in the 250cc to 500cc range for the Asian market. Who is the surprise partner of Harley-Davidson born from domestic stable and what impact will it make on the motorcycling landscape of India? This puts it the US-based company, famed for its cruiser-style of motorcycles, in direct competition with Eicher Motors-owned Royal Enfield-the market leader in the 200-500cc motorcycle segment in India.

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