Harley-Davidson evaluating a partnership with Hero MotoCorp

New Delhi, 10-Sep-2020

2020 has been a bad year for almost all auto-manufacturers, not just in India, but across the globe. For Harley-Davidson, in particular, the pandemic could not have come at a worse time. The company was already struggling to make ends meet as the first wave of millennials entering their target demographic could not relate to their existing line-up. This hasn't been for want of trying, most recently, the brand ditched Matt Levatich and installed Jochen Zeits as the new President and CEO. They also restructured their product strategy, dropping the Bronx from their immediate plans and even created a new post for a Chief Digital Officer. Project Rewire appears to be in full swing. Now reports on the internet are suggesting their search for local partners in the Indian market have led them to Hero, Bajaj Auto and Mahindra & Mahindra. For now Bajaj Auto and M&M have not confirmed anything with regards to this. Interestingly though reports on the internet suggest, Hero MotoCorp has expressed a keen interest in collaborating with the all-American heritage brand. The feeling is reciprocated by counterparts at Harley see Hero as a �credible and strong� partner, and calling the partnership a �natural fit.� It will be interesting to see how this partnership evolves in the future. Considering that the whole notion of this partnership involves both brands playing outside their comfort zone. For Hero, it's a move to the premium end of the two-wheeler market and for Harley-Davidson its a step down into the higher volume premium spectrum of the motorcycle market.