Sunday, 23 September, 2018


Harley-Davidson rebels with an electric motorcycle

Harley-Davidson Custom 1250 Harley-Davidson Streetfighter 975 +1
Conrad Doyle | 31 July, 2018, 15:13

The Wisconsin-based company said it is launching by 2020 a new platform of 500 cc to 1250 cc middleweight bikes and an even smaller bike for emerging markets in Asia.

Extending the company's leadership in heavyweight motorcycles by continuing to develop improved, more technologically-advanced Touring and Cruiser motorcycles that will keep existing Harley-Davidson riders engaged and riding longer. "We're only doing that because these are important growth markets for the company that without those investments we wouldn't have access to those customers, at any kind of reasonable price".

FILE PHOTO: Harley Davidson motorcycles are displayed for sale at a showroom in London, Britain, June 22 2018.

Harley-Davidson previewed three new products - the Pan America, the 1250 Custome, and the 975 Streetfighter, all of which get V-twin engines.

The 115-year-old Milwaukee-based company, known for its heavy touring motorcycles, is trying to boost overseas sales and scrambling to revamp operations as its mainstay customer base ages.

Joe Altobello, an analyst with Raymond James, said that's because aspects of the new strategy were predictable, like producing smaller bikes to attract urban consumers and electric motorcycles.

Harley-Davidson sells 16 models in India ranging from Street 750 with starting price of Rs 5.25 lakh to CVO LIMITED tagged at Rs 49.99 lakh. 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 US business while accelerating the pace of global growth.

Already affected by the Trump administration's 25% tax on steel and aluminum exported from the European Union, the Wisconsin-based company announced in June it would move production of bikes sold in Europe out of the USA due to retaliatory tariffs imposed by the EU. As it turns out, it won't come until 2019, but the company has way more up its sleeve than just a single electric bike.

The president responded on Twitter saying that Harley-Davidson "should stay 100% in America". Livewire will be supplemented by small and lighter electric motorcycles in the years leading up to 2022.

These will be joined by a range of lightweight urban motorcycles also within 4 years, although for now, there are no more details other than a few concept sketches.

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