As part of the Rewire
policy of providing a leaner operational model, legendary U.S. motorcycle
company Harley-Davidson has agreed to
abandon India-the world's largest motorcycle market.
India is a market with
high volumes and low margins. To play the game, they were not structured, being
at the very pointy end of the pyramid. In India, the lifestyle aspect that goes
with owning a Harley bike is not completely established yet.
The firm could not beat
Royal Enfield's affordability, which dominates the luxury motorcycle market. In
India, Harley's bikes started at INR 450,000
compared to the lighter Royal Enfield vehicles that sold for INR 200,000
.
In accordance to the above discussed reasons and with Covid pandemic affecting the existing poor sales no.s has made Harley the iconic American cruiser bike brand to quit from India to avoid bankruptcy
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