Why Harley-Davidson

is failing
in India?

Mezba Ul Mokarrobin
1621095630
MKT382.1
 Harley-Davidson, Inc. ,
Company Overview
H-D or Harley.

Founded by William S.
Harley &
Arthur Davidson .

Founded : 1903 in
Milwaukee,Wisconsin,
USA.

Manufactures motor
cycles in USA, Brazil and
India.
Harley-Davidson’s entrance in India

An agreement in 2007, “Mango

diplomacy”

Entered the market in 2010.

Prices start at Rs. 533,000

for Harley Davidson Street 750.

The most
expensive Harley Davidson bike
is the Harley Davidson CVO
Limited priced at Rs. 3,495,000
( approx.)
losing 28.6% of sales .
Why did Harley-Davidson Fail?
• Price

• Fuel efficiency

• Lack of ‘Desi’ Feeling

• Roads of India

• Distribution system
(29 outlets)
Learnings
• Same strategy will not work
while expanding

• Studying alternatives are

important

• Distribution channel and

customer support and
communication plays a huge
role.
Recommendations
• Introduce new models
in relatively less price
range

• Increase efficiency

• Open more dealers to

reach out more
customer base