Harley-Davidson and Hero MotoCorp join hands
Harley-Davidson and Hero MotoCorp

Harley-Davidson and Hero MotoCorp join hands

As a part of its Rewire strategy, Harley-Davidson is transitioning to cost-effective distribution models in 17 countries, including India

Harley-Davidson and Hero MotoCorp today announced that the two will ride together in India. The JV is an extension of Harley-Davidson’s Rewire strategy that’ll see the brand form a new and affordable distribution network in 17 markets, including India utilising Hero MotoCorp’s brilliant network across the country.

Per a distribution agreement, Hero MotoCorp will sell and service Harley-Davidson motorcycles along with spares, accessories, merchandise, riding gear and apparel through a network of brand-exclusive Harley-Davidson dealers and Hero MotorCorp’s existing dealership network in India.

As part of a Licensing agreement, Hero MotoCorp will develop and sell a range of premium motorcycles under the Harley-Davidson brand name.

These actions are aligned with Harley-Davidson’s business overhaul, The Rewire, and the company’s announcement in September to change its business model in India. The end of The Rewire will be the foundation for The Hardwire, the company’s forthcoming 5-year strategic plan (2021-2025), to deliver profitable growth and shareholder value based on expanding the desirability of Harley-Davidson. Harley will now focus on 50 markets, especially North America, Europe and parts of Asia Pacific where there’s strong demand for the brand. The company will be exiting 39 markets though and thankfully, that does not include India.

This arrangement is mutually beneficial for both companies and riders in India, as it brings together the iconic Harley-Davidson brand with the strong distribution network and customer service of Hero MotoCorp.

It’ll be interesting to see where the JV goes after having seen success stories especially in the form of Bajaj-KTM and TVS-BMW joint ventures.

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