The two will co-develop a premium Black and orange 338cc displacement Harley-Davidson motorcycle for sale first in the China market with additional Asian markets to follow. The 338cc model will not be available in the US and European markets.
Africa imports a lot of motorcycles from India and Asia, therefore this new brand is set to be sold in Africa as well in the coming years. Motorcycles are the hot cake in Africa as they are the safest bets against the continent’s looming urban traffic congestion and delays. China is important for now because of the manufacturer, but the deal is of course one that will see the Chinese manufacture sell the HD brand across all emerging markets.
While there is no talk of a similarly small displacement model heading over to the American market, we could expect that move to be lined up Harley’s sleeve. Considering the company is looking to appeal to a younger audience, a 338 model would be a great addition to the lineup.
“Harley-Davidson has always been about inspiring riders around the world. Our More Roads plan is all about bringing our brand of freedom to more people, in more places, in more ways,” said Matt Levatich, President and Chief Executive Officer, Harley-Davidson. “We’re excited about this opportunity to build more Harley riders in China, one of the world’s largest motorcycle markets, by creating new pathways to our brand.”
The is intended to expand access to the Harley-Davidson brand to more riders to drive incremental sales – both of the new small displacement motorcycle and also of traditional Harley-Davidson products currently offered in Asia. Continuing to capitalize on growth opportunities in Asia is key to the company achieving its 2027 objective to grow its international business to 50 percent of annual volume.
Like all Harley-Davidson products, this new model will embody a distinctive look, sound and feel that will spark powerful connections with riders. The new Harley-Davidson motorcycle and engine will be produced in a Qianjiang facility in China and adhere to the rigorous quality standards and testing processes followed for all Harley-Davidson products.
“We are pleased to collaborate with Harley-Davidson,” said Mr. Dongshao GUO, General Manager, Qianjiang. “We have proven manufacturing capability and experience in China, and we are committed to improving the experience of motorcycling for riders in Asia.”
With its expanding middle class and increased consumer spending on discretionary, premium products, China is a key growth market for Harley-Davidson. Since it announced its More Roads plan in July 2018, Harley-Davidson has continued to advance its efforts to grow riders in China by expanding its dealer network in China and investing in marketing, eCommerce and product availability. Harley-Davidson retail sales in China grew 27 percent in 2018 compared to 2017.