At the beginning of this week, Harley Davidson Inc. announced its ‘More Roads To Harley Davidson’ growth strategy that will see the brand evolve by 2022. The new plan involves the introduction of new motorcycles to the Harley roster and increased customer dealings worldwide.
With the new strategy, Harley Davidson hopes to increase its international outreach while it strengthens its roots in the U.S. Speaking at the event held on Monday Matt Levatich, President and CEO of Harley Davidson said, “The bold actions we are announcing today leverage Harley-Davidson’s vast capabilities and competitive firepower – our excellence in product development and manufacturing, the global appeal of the brand and of course, our great dealer network. Alongside our existing loyal riders, we will lead the next revolution of two-wheeled freedom to inspire future riders who have yet to even think about the thrill of riding.”
Under the plan, Harley Davidson Inc. will introduce new Touring and Cruiser motorcycles which are widely popular in the U.S. They will also add a 500cc to 1250cc middleweight category which will bring a Pan America 1250, a 1250 Custom and a 975cc Streetfighter to markets by 2020. Other models in this category will follow by 2022.
Furthermore, a 250cc to 500cc small displacement segment will be added for Asian markets where Harley Davidson Craze has bloomed to maturity. Lastly, Harley Davidson will bring their first ever electric motorcycle called LiveWire in 2019 and other new models in the same category will follow by 2022.