Harley-Davidson wants a piece of the 400cc market
News about Harley-Davidson entering the below 500cc market has been going on since before the pandemic. There were also rumors that the Milwaukee-based company had an “almost” collaboration with the Chinese manufacturer, QJ Motor, with a 300 to 350 cc cruiser that will be rebadged with the American marque.
Now, Harley-Davidson says that it is seriously considering entering the small cc market popular in emerging markets to make the company profitable.
Harley-Davidson Forty Eight
“It’s a huge opportunity for us,” says Harley-Davidson’s VP for International Markets, Kolja Rebstock. “We need to stay true to our hardcore customers, but the more you do that, the more you risk isolating yourself if you’re not bringing in new riders.”
For many years, Harley-Davidson had a firm grip on the entry-level and mid-range cruiser market with its iconic Forty-Eight and 883 Sportster models. At their heart was the Evolution engine, a powerplant that was designed and built decades ago, offered in both 883cc and 1,200cc displacements. Unfortunately, this much-loved air-cooled engine was eventually deemed obsolete by evolving (and strict) Euro emissions regulations.
“We lost volume when we discontinued the Sportster line-up, which was very successful. Unfortunately, it wasn’t contributing too much from a financial point of view to the company,” said Rebstock.
To make the company profitable again, Harley-Davidson says it needs to have a piece of the market share from motorcycles like the Speed/Scrambler 400 from Triumph, KTM Duke 390, and CFMOTO 450NK—highly popular models in emerging markets like here in the Philippines.
“We understood that we need a stepping stone into the brand. There’s a need, I can’t disclose what’s in the pipeline, but people in R&D are focusing on this topic,” added Rebstock.
Currently, Harley-Davidson’s collaboration with Indian motorcycle giant Hero Motocorp has yielded the X440, first teased in 2023, and is now claimed to be one of the best-selling models in the 350-450 cc category in India. If this model continues to show the numbers, there might be a big chance that it will land in PH shores soon.
Harley-Davidson’s Thai production plant is poised to be a pivotal factor in its future, especially as more international models begin rolling off its lines. This move isn’t just about manufacturing; it’s also about changing perceptions, and Harley-Davidson wants to shed its “Fat Boy company” stereotype and broaden its appeal, especially to the younger generation of motorcycle riders.
