The Hindu : Business : Harley-Davidson begins brand promotion

Online edition of India's National Newspaper
Sunday, Nov 08, 2009
ePaper | Mobile/PDA Version

Business

Business

Harley-Davidson begins brand promotion

Sandeep Joshi

Boot camps across major cities
The bikes will be customised

— FILE PHOTO

FASHION STATEMENT: Matthew Levatich, President & Chief Operating Officer, Harley-Davidson Motor Company (right) with Anoop Prakash, Managing Director, Harley- Davidson India.

NEW DELHI: A few months after the U.S. and India made historic announcement that both nations would allow import of mangoes and Harley-Davidson bikes, respectively, the iconic motorcycle brand is all set to make a formal entry into the Indian market. While the newly-appointed Managing Director of Harley-Davidson Motor Company India Anoop Prakash will reveal the company’s sales and promotion strategies, including the prices of the bikes, during the forthcoming Auto Expo here in January, the company team in India has already started massive brand-building exercise to ensure success of the brand.

“Prior to unveiling our bikes in India, we want to familiarise all bike-lovers, particularly our potential buyers, with the 107-year Harley-Davidson brand. As an iconic brand, we realise the value and importance of experience, and want that Indian riders and enthusiasts are also given truly authentic Harley-Davidson experience,” Mr. Prakash told The Hindu at a recent ‘boot camp’ organised for journalists to familiarise them with the brand and the bikes that would be rolled out on Indian roads.

The team will be holding similar ‘boot camps’ across major cities for bike-lovers besides organising leisure and adventure biking trips for them as a brand-building exercise. “We also plan to organise group trips for those owning the bikes in India and create Harley-Davidson Owner Group (HOG) on the lines of the famous biking group in the U.S.,” Mr. Prakash said. The company has already begun the process of seeking dealers in select cities, including metros, to sell its motorcycles.

The company plans to launch its entire range of bikes in India and offer full range of options to their prospective customers. “It is said that no two bikes are the same; and the reason behind is the options that we offer to our customers — four types of engines, five varied chassis and 31 models.

The full range of Harley-Davidson families would be available in India and we will customise them as per the wishes of our customers. And for more excitement, bike-lovers would soon be able to visit our website specially being created for Indian market,” Mr. Prakash added.

Printer friendly page
Send this article to Friends by E-Mail

Business

News Update

Stories in this Section