To counter Royal Enfield's hegemony in India, Harley-Davidson and Triumph turn up their game

• Published On: 24 July 2023
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Harley-Davidson and Triumph are challenging Royal Enfield's dominance in India's premium motorcycle market with competitively priced models.

Harley-Davidson and Triumph are shaking up India's premium motorcycle market with their competitively priced models. The two iconic brands have introduced their most affordable models globally in India, the world's largest motorbike market by sales. These new bikes are priced below 233,000 rupees ($2,841), which is significantly lower than their previous models.

Market Share of Harley-Davidson, Triumph, and Royal Enfield

This shift in pricing strategy is a direct challenge to Royal Enfield, the local champion in high-end motorcycles. Royal Enfield has enjoyed a virtual monopoly in the 250 cc-plus segment, but Harley-Davidson and Triumph are hoping to chip away at their market share with their more affordable offerings.

The recent launches of the Harley-Davidson X440 and Triumph Speed 400 have already garnered significant interest, with Triumph receiving orders for over 14,000 Speed 400 bikes. This suggests that there is a pent-up demand for premium motorcycles in India and that Harley-Davidson and Triumph are well-positioned to capitalize on this demand.

Of course, Royal Enfield is not going to give up its market share without a fight. The company has a strong brand reputation and a loyal customer base, and it is likely to invest heavily in marketing and product development to defend its position. However, the entry of Harley-Davidson and Triumph is a major turning point for the Indian premium motorcycle market. The two brands have the potential to significantly increase competition in the segment, and this could lead to lower prices and better products for consumers.

It will be interesting to see how the market evolves in the coming years. However, one thing is for sure: Harley-Davidson and Triumph have shaken things up in India, and the premium motorcycle market is no longer the same.