Harley-Davidson CEO Matt Levatich has shared insight into the brand’s growth plan, including an array of new products, broader access and stronger dealers. One of the fundamental aims established by Harley Davidson is to keep its current riders engaged and captivated, while inspiring new riders to join the Harley-Davidson family.
“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,” said Levatich.
With plans to release at least 100 new motorcycles over the next decade, as well as launching its first electric motorcycle, LiveWire Harley-Davidson aim to lead in the electric motorcycle market. The electric range will include several of what Levatich called “lightweight, urban” transportation products that are designed specifically to appeal to “young adults, globally, living in dense urban spaces”.
Harley-Davidson is hoping to access and grow in India
The all-American company has its sights set half a world away – by extending its heavyweight leadership, developing a more accessible small-displacement (250cc to 500cc) motorcycle and with the help of a strategic alliance with a manufacturer in Asia. Harley-Davidson is hoping to access and grow in India, one of the largest and fastest growing markets in the world.
The company has also expressed an interest in creating high-engagement customer experiences across all retail channels, by improving, expanding and evolving the Harley-Davidson.com experience, as well as the introduction of newer retail formats.
These global smaller urban storefronts will help expose the brand to urban populations and drive sales of the expanded Harley-Davidson product portfolio, while expanding international apparel distribution.
Harley-Davidson said this “accelerated strategy” required significant investment of about $550 million of operating investment through 2022, and $275 million of capital investment through 2022.
“In total, the company plans ‘More Roads to Harley-Davidson’ to generate over $1 billion of incremental annual revenue in 2022 as compared to 2017,” the company said. “The company believes its accelerated strategy is in line with and reinforces its objectives to drive revenue growth and expand operating margins.”
Levatich added that the reason substantiating Harley-Davidson’s success is the infallible truth that the iconic brand has always strived to be dynamic and receptive towards change. He believes that implementation of these plans will “tap into the spirit that drove our founders back in 1903 and every one of the employees and dealers who rose to the challenges faced along the way”.
For more information, call 2339 2328/9 or e-mail [email protected]. The Harley-Davidson brand is represented in Malta by Fapi Motors Ltd, which embraces the same core values of hard work and innovation as its parent company, Famalco Group. Fapi Motors is a division of Famalco/Building Businesses.