LIVE MUSIC. THROBBING strobe lights. A room full of people of all ages, shapes, and sizes in Harley-Davidson gear. Everybody grooving to the music being belted out by a live band. And enjoying their drinks. You'd be excused if you mistook it for a bikers' meet or a private concert.
But it was neither of those things. Instead, it was the launch of a new Harley-Davidson bike in India, which marks the coming together of India's largest twowheeler maker Hero MotoCorp and the iconic American bike brand. On display was a glimpse of the rugged bikers' lifestyle that Harley-Davidson is known for, and hopes to market in India as well.
But the lifestyle that Harley-Hero seem to be counting on is not new. Starting with the first imports of Royal Enfield motorcycles in the 1950s for the Indian Army, the love Indian bike enthusiasts have for heavy bikes-that fall in the premium category-has only grown with time. And that love has birthed a new race in the bustling roads and highways of India, a race to upgrade to premium, heavy bikes. Consequently, two-wheeler makers are revving up to impress today's discerning riders with new offerings. But first, a little background.
India's two-wheeler market is largely dominated by entry-level (76-100cc) bikes at 51 percent market share in FY23, and commuter (110-150cc) bikes at 30 percent. The premium segment-that comprises bikes above 150cc-accounted for 18 percent in the same period. But five years ago, premium bike sales accounted for just 14 percent, while entry and commuter bikes accounted for 59 and 26 percent, respectively. Further, of the 18 percent premium bikes sold in India in FY23, close to 40 percent were Royal Enfield bikes.
Esta historia es de la edición August 06, 2023 de Business Today India.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición August 06, 2023 de Business Today India.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
The EV Craze
The country’s growing luxury car market is seeing a shift with environmentally-conscious consumers betting on electric vehicles as a sustainable travel option. Though just 6%, the share of EVs in the luxury segment is rising rapidly
The Storage Boom
Data centres are being built at a frenetic pace in india as companies scramble to meet the ballooning demand from mobile phone users and firms adopting al. Can the country’s energy infrastructure keep up?
India Beckons
Owing to rising incomes in India and overall wealth expansion, luxury brands are wooing the country like never before
The Pearls of The Sea
Caviar, that rare food, is considered the epitome of fine dining. Here is everything that you need to know about it
66.Brand persona should define the core"
I’d say this was a strategic pivot. We had an iconic brand, but had, over time, evolved into diversified lines of businesses that could no longer be represented within the confines of our ‘name’.
Unwind in Style
Here is acomprehensive list of top tech picks that help you unwind by blending perfection in performance with luxury
A Lifelong Affair with Inspiration
In my art journey, the diversity of my acquisitions mirrored the expanding horizons of my understanding of art
Make it Bubbly
Champagne is much more than just a symbol of celebration and success. Know about its nuances beyond the bubbles
Palatial Splendour
Buoyed by renewed demand, sales of the glitzy mansions of the ultra-rich are surging like never before. Real estate majors are looking to capitalise on this by launching luxury offerings in record numbers
Of Beaches and Cream
GianChand Single Malt Whisky
