Iconic American motorcycle manufacturer Harley-Davidson unveiled on Monday a global growth plan to revamp its US business with new products and cost-cutting measures, while also expanding internationally.
Through the years, Harley-Davidson will consolidate lower cc segments amidst having its eye out for full size cruisers and tourers to satisfy traditional customers.
The new streetfighter line will have models ranging from 500 cc, ideal for emerging markets like India.
Harley Davidson has announced that it will be launching a new adventure motorcycle, the Pan America, in 2020.
This "beginner" H-D will be produced through a planned strategic alliance with a manufacturer in Asia.
Harley-Davidson has announced the details of its "More Roads to Harley-Davidson" growth plan through 2022.
"If nothing else, Harley-Davidson is acknowledging the ongoing shift in global consumer tastes and sluggish US participation rates, and is willing to make course corrections - and investments - to pursue areas of growth", Raymond James analyst Joseph Altobello said.
"We're going to be doubling down on existing products", Harley-Davidson CEO Matt Levatich told CNBC on Monday.
"The accelerated strategy will require significant investment to change the trajectory of the business globally, and the company plans to fund it entirely through comprehensive cost reduction and reallocation of previously planned investment and resources", Harley said.
Harley have also indicated that they have a range of small electric motorcycles under development, some of which appear to be more bicycle like than motorcycle. What adventure or dual-sport motorcycles would you like to see from Harley-Davidson? More electric models, including smaller and lighter bikes, will arrive through 2022. "It's risky to think that motorcyclists aren't open-minded about other products and other brands", Levatich said. Who is the surprise partner of Harley-Davidson born from domestic stable and what impact will it make on the motorcycling landscape of India?
Harley shares are down 17 percent over the last two years, while the S&P 500 has gained 29 percent over the same span.