HARLEY-DAVIDSON has unveiled details of its ‘More Roads to Harley-Davidson’ growth plan that is aimed to steer growth for the company until 2022.
In it, the United States motorcycle company lists actions that it would take to reinvigorate its US business, while at the same time accelerating the pace for international growth.
“The bold actions we are announcing today leverage Harley-Davidson’s vast capabilities and competitive firepower - our excellence in product development and manufacturing, the global appeal of the brand and, of course, our great dealer network,” said Matt Levatich, president and chief executive officer of Harley-Davidson Inc.
“Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding,” he added.
The plan included the introduction of new products, targeted at keeping its current riders engaged, while at the same time unlocking new markets and segments.
The company aims to retain its lead in the heavyweight motorcycle market with the introduction of a range of technologically-advanced tourers and cruisers motorcycles, which were aimed at keeping existing Harley-Davidson riders engaged and riding longer.
Harley-Davidson will also introduce a new modular 500cc to 1250cc middleweight platform of motorcycles, which will be used for three separate product types and with four displacements, including a full-on adventure bike called the Pan America for 2020, which some said was aimed squarely at BMW’s GS market and Ducati’s Multistrada. Engine displacement is set at 1,250cc. The first of these products is scheduled for launch beginning 2020.
Of course, what people in Malaysia may be most interested about might be its plans to develop a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia emerging markets through a strategic alliance with a manufacturer in Asia. This is aimed primarily for India, one of the largest, fastest growing markets in the world, and other Asia markets.
Other interesting products come in the form of Harley-Davidson’s first electric motorcycle, the LiveWire, in 2019. This is the first electric Harley-Davidson product that aims to establish the company as the leader in the segment. LiveWire will be followed by additional models that are lighter, smaller for new riders.
In terms of customer support, there will also be a focus on broader access, by meeting customers where they are and how they want to engage with a multi-channel retail experience.
In its statement, Harley-Davidson said it would create high-engagement customer experiences across all retail channels, including improving and expanding the company’s global digital capabilities by evolving the Harley-Davidson.com experience to integrate with the dealership retail experience.
There will be a new retail format, including the use of smaller, urban storefronts globally to expose the brand to urban populations as well as improve international apparel distribution.
The company said it would also drive a performance framework to improve dealer financial strength as well as giving the Harley-Davidson customer experience
“We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow,” said Levatich.