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Harley-Davidson to exit world’s biggest bike market

Harley-Davidson to exit world’s biggest bike market 2020-09-25Leave a comment

electrical bike Harley-Davidson to exit world’s largest bike market

Actor Jesse Metcalfe riding a Harley-DavidsonPicture copyright
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Actor Jesse Metcalfe using a Harley-Davidson

Harley-Davidson is pulling out of India, the world’s largest motorbike market.

The enduring US motorbike model is stopping manufacturing and massively scaling again its gross sales operations.

Harley’s resolution comes weeks after Toyota stated it would not increase additional in India because of the nation’s excessive tax regime.

The exit is a blow for Indian Prime Minister Narendra Modi’s efforts to lure or retain overseas producers.

Harley’s departure includes $75m (£59m) in restructuring prices, round 70 redundancies and the closure of its Bawal plant in northern India.

The plant was opened in 2011 however Harley-Davidson has struggled to compete with native model Hero in addition to Japan’s Honda.

About 17 million bikes and scooters are offered every year in India.

Extra setbacks

Whereas it’s cheaper than many different growing economies, India has confirmed a tricky market to crack for overseas automakers.

Normal Motors pulled in another country in 2017 whereas Ford agreed final yr to maneuver most of its belongings right into a three way partnership with Indian car big Mahindra & Mahindra.

US President Donald Trump has beforehand complained about India’s excessive taxes, particularly mentioning the levies positioned on Harley-Davidson bikes.

India’s import tariffs had been slashed by 50% however the model has nonetheless struggled within the aggressive market.

Harley has additionally been struggling its personal issues and recorded its first quarterly loss in additional than a decade between April and June this yr.

It has been slicing lots of of jobs below its new chief government Jochen Zeitz and specializing in core markets and fashions.

Harley could not play the sport

By Nikhil Inamdar, BBC Information’ India enterprise correspondent

Harley Davidson got here into India with a lot fanfare a decade in the past. However it has since, struggled to discover a foothold in one of many world’s most profitable two-wheeler markets.

With gross sales averaging below 3,000 items yearly, the enduring American model merely could not capitalize on the massive Asia alternative it was betting on.

Auto specialists put the blame on the model’s failure to drive up volumes and derive price efficiencies by leveraging native tie-ups.

This, coupled with prohibitively excessive taxes, a slowdown in discretionary spending and an incapability to compete with Indian manufacturers might have prompted the choice to name it quits.

“India is a excessive quantity, low margin market. They weren’t structured to play that recreation, being on the very pointy finish of the pyramid,” Hormazd Sorabjee, Editor of Autocar India informed the BBC.

“The life-style factor that goes with proudly owning a Harley bike can be not totally developed in India but.”

By the way the bike maker has had a greater run in different Asian markets like Thailand and Korea, exactly as a result of the market and price constructions are extra beneficial.

Harley’s exit might not have a major financial affect, however is unhealthy optics for the Modi authorities, which is making ready to roll out a $23bn package deal to lure international producers to arrange base in India as a part of the nation’s ‘Make In India’ coverage.

Excessive import tariffs on Harley have additionally been a flashpoint in India’s commerce negotiations with the US.

Mr Trump has beforehand cited the instance of Harley to name India a “tariff king”, and its resolution to exit the Indian market may effectively set off one other diplomatic tussle with the US with whom India is negotiating a free commerce settlement.

Picture copyright
Getty Photos

Picture caption

Dennis Hopper and Peter Fonda experience Harley-Davidsons in a scene from the movie Simple Rider.

Harley Historical past

The enduring US motorbike model was based in 1903 and has constructed a really loyal buyer base. It has homeowners’ golf equipment all around the world.

It hit the worldwide stage in 1969 due to the basic highway film Simple Rider starring Dennis Hopper, Peter Fonda and Jack Nicholson.

Its bikes, nicknamed “hogs”, are additionally made in factories within the US, Brazil and Thailand.

Harley has been trying to develop the model past child boomers within the US, with smaller fashions and all-electric variations.

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