Harley-Davidson Inc. plans to launch motorcycles in the small and mid-sized segment as it unveiled a major change in its strategy to target young buyers in emerging markets such as India and China.
"This new product and broader distribution is 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", the company said in a statement.
Harley-Davidson, known for its car-alarm triggering engine rumble, said LiveWire will have no clutch and no gears with the goal of making motorcycle-riding accessible to more people.
It's promising to expand that line over the next few years. But the company has no plans to pull back on manufacturing its big bikes and its new products will include more technology-advanced Touring and Cruiser motorcycle as well.
The latest research shows a decline in the average age of motorcyclists, with the Motorcycle Industry Council finding the median age of United States motorcycle owners increased from 32 to 47 since 1990.
Levatich said Harley-Davidson is an apolitical business. In a fast-changing world with new consumer demands, these accelerated actions support Harley-Davidson's 2027 objectives with increased focus and strategic investment to reinvigorate the USA business while accelerating the pace of global growth.
Levatich acknowledged "unfortunate attention" after the company announced it would increase production in foreign countries, following retaliatory European Union tariffs prompted by tariff threats of President Donald Trump.
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Harley-Davidson's plans are expected to intensify competition for Eicher Motors Ltd's Royal Enfield, which is a segment leader and has nearly no competition as yet in the domestic market.
USA sales slid 6.4 percent in the most recent quarter, and they're down 8.7 percent at the halfway point of the year.
The introduction of the LiveWire to markets in North America and some parts of Europe is just the start of Harley-Davidson's plan to electrify.
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.
Last year, Bajaj Auto and British motorcycle maker Triumph Motorcycles announced their plans to make mid-capacity motorcycles.
It was founded in 1903 and is based in Milwaukee, US. But it won't go it alone, the company said in a statement; it will seek to partner with an Asian manufacturer. There will always be riders who want those bikes, but they're likely to be a dwindling cadre in the US.