More than any added country, India is apparent by Harley-Davidson (NYSE:HOG) as the key to the company’s future. In the cardinal alley map it laid out this summer, India was area Harley’s new baby motorcycles would be aboriginal introduced, a key to accepting adopted markets annual for bisected of all sales.
It was already activity to be a difficult task, as the all-inclusive majority of motorcycles awash in India accept agent displacements of beneath 200 cubic centimeters. But in the midsize 250 cc to 500 cc motorcycle articulation that Harley will target, Royal Enfield has a amazing 90% bazaar share. It awash over 820,000 bikes in budgetary 2018, a amount it took Harley-Davidson over three years to accomplish worldwide.
Now there’s a new adversary entering India’s motorcycle market, auto behemothic Mahindra & Mahindra (NASDAQOTH:MAHMF), which will disclose the iconic Jawa brand, a Czechoslovakian motorcycle that was originally alien into India afterwards World War II, but accomplished accumulation in 1998 due to banking problems at its then-owner.
Mahindra’s Archetypal Legends accessory has active a cast licensing acceding with Czech Republic-based Jawa Moto to arouse three motorcycles abutting year: the Jawa, the Jawa Forty Two, and the Perak. The Jawas will accept 300 cc engines, and the Perak will accept a 334 cc engine.
Because of its abreast absolute buying of the Indian market, Royal Enfield assuredly isn’t afraid abundant about the adored brand. But Harley-Davidson, which is aggravating to breach into a new chic of the Indian market, will face abundant adversity snapping off allotment from Enfield while aggressive with Jawa, which will accept at atomic a year’s arch alpha on alluring riders.
Harley-Davidson has a branch in India, which should advice it get up and active quickly. Like best of Harley’s adopted plants, it operates a complete accumulation facility, which builds motorcycles advised for the Indian bazaar from genitalia fabricated in the U.S. But it additionally has a accomplishment basic that builds its Street 750 motorcycle for all-embracing markets.
India’s motorcycle bazaar is huge and growing rapidly, with over 12.6 actor awash in budgetary 2018. As noted, best of those bikes were small, but in the midsize segment, over 883,000 were sold, up 25% from 2017.
Harley awash aloof 3,400 motorcycles in India aftermost year, bottomward 7% from the year-ago period, artful its problems with calm sales and the account abaft its affairs to barrage abate bikes globally.
Along with the midsize motorcycles planned for India, Harley additionally appear it is developing several other middleweight motorcycles for all-around markets, including its adventure-touring Pan America 1250, a 975 cc Streetfighter model, and a 1,250 cc custom bike.
While some analysts see Royal Enfield’s ascendancy bottomward as cast fatigue sets in with its Archetypal 350 and Bullet motorcycles, it won’t necessarily be Harley-Davidson that wins the abutting beachcomber of buyers. The new Jawas could body on the abiding balmy animosity riders accept for the brand, abundant as what happened in the U.S. back Polaris Industries adored the Indian Motorcycle nameplate, acceptance it to accretion double-digit bazaar share. Also, added brands such as Bajaj, which about makes abate motorcycles, will be introducing new 350 cc motorcycles as well.
The aisle for Harley-Davidson’s approaching may run through India, but it faces a Himalayan-sized assignment to accomplish adjoin a growing countless of rivals.
Rich Duprey has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Polaris Industries. The Motley Fool has a acknowledgment policy.
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