Harley-Davidson's new strategy: Smaller bikes, more foreign sales

Harley Davidson Pan America Announce

To further expand its market Harley will also introduce a new modular 500cc-1250cc middleweight platform motorcycles that span three distinct product spaces and four displacements.

Next year, Harley Davidson will launch its electric cruiser motorcycle - the LiveWire.

"In total, the company plans More Roads to Harley-Davidson to generate more than $1 billion of incremental annual revenue in 2022 as compared to 2017", said the company. Harley-Davidson will also open smaller storefronts in urban areas. Harley-Davidson plans to develop a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia emerging markets through a planned strategic alliance with a manufacturer in Asia.

The uniquely styled adventure bike, which is the first Harley Davidson of its kind, will be named the Pan America, and the company has some big plans for it.

Harley-Davidson also shared some vague details about expanding the way it reaches customers. The move comes as part of Harley's 2022-centric "More Roads to Harley-Davidson" plan, which aims at getting more people into the company's fold, especially from worldwide markets.

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The new adventure-touring and streetfighter/standard models are a recognition of the strong demand these segments have in Europe, and will be a key element of Harley-Davidson's plans to grow overseas.

"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", Harley-Davidson CEO Matt Levatich said in a statement.

Samantha Kay, a Milwaukee resident who recently learned to ride motorcycles, said she doesn't picture electric motorcycles when she thinks of Harley-Davidson, but she welcomed news of the LiveWire. Harley says it wants to be the leader in the electrification of the motorcycle. "The company expects to fund strategic opportunities while maintaining its current investment and return profile and capital allocation strategy". Livewire will be supplemented by small and lighter electric motorcycles in the years leading up to 2022. Levatich has emphasised that Harley will produce lightweight urban bikes specifically for young consumers living in "dense urban spaces". But they're typically bought by older riders.

The iconic company has been reeling from attacks by President Donald Trump and a structurally declining U.S. market. That will give the company more broad distribution in the largest and fastest-growing motorcycle markets.

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