With its ‘More Roads to Harley-Davidson’ growth plan, the company aims to generate more than $1 billion of incremental annual revenue in 2022 (as compared to 2017)
Milwaukee (USA), July 31, 2018
High-end motorcycle maker Harley-Davidson aims to generate more than $1 billion of incremental annual revenue in 2022 (as compared to 2017) as the company embarks upon its “More Roads to Harley-Davidson” growth plan. As per the plan, Harley-Davidson will develop a more accessible, small-displacement (250cc to 500cc) motorcycle for Asia through a planned strategic alliance with a manufacturer in Asia. This new product and broader distribution is intended to fuel Harley-Davidson’s customer access and growth in India, one of the largest, fastest growing markets in the world, and other Asia markets.
“We expect this plan will result in an engaged, expanded Harley-Davidson community with a more diverse rider base, along with industry-leading margins and cash flow,” said Matt Levatich, President and Chief Executive Officer, Harley-Davidson Inc.
Leveraging its industry-leading design and strong manufacturing capabilities, Harley-Davidson plans to offer its most comprehensive lineup of motorcycles, competing in many of the largest and fastest growing segments with a full portfolio of motorcycles across a broad spectrum of price points, power sources, displacements, riding styles and global markets.
The company intends to extend its leadership in heavyweight motorcycles by continuing to develop improved, more technologically-advanced Touring and Cruiser motorcycles that will keep existing Harley-Davidson riders engaged and riding longer.
Harley-Davidson will introduce a new modular 500cc to 1250cc middleweight platform of motorcycles that spans three distinct product spaces and four displacements, starting with the company’s first Adventure Touring motorcycle, the Harley-Davidson Pan America 1250, a 1250cc Custom model and a 975cc Streetfighter model, all of which are planned to launch beginning in 2020. Additional models to broaden coverage in these product spaces will follow through 2022.
Harley-Davidson will also launch its first electric motorcycle, LiveWire, in 2019 – the first in a broad, no-clutch “twist and go” portfolio of electric two-wheelers designed to establish the company as the leader in the electrification of the sport. LiveWire will be followed by additional models through 2022 to broaden the portfolio with lighter, smaller and even more accessible product options to inspire new riders with new ways to ride.
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