The iconic purveyor of lifestyle and American cruiser motorcycles, Harley Davidson India is now looking at new ways of marketing its range of lifestyle cruisers. After making its presence at many lifestyle events in India like rock concerts, music festivals and why, even this year’s edition of the India Bike Week, the motorcycle brand is planning to establish a motorcycle cafe at Pune. The only Harley Davidson cafe in the world is located at Las Vegas. So, if the Pune Harley cafe does become a reality, it will be the second such cafe in the world.
Harley Davidson Cafe at Las Vegas, USA used as an illustration
Through the cafe, Harley Davidson can connect with current owners and prospective buyers. Also, the cafe could serve as an experiential center where Harley Davidson can display its motorcycle range as well as its wide range of merchandise. Pune is no stranger to cafes associated with cars and motorcycles. For instance, Fiat opened the Fiat Caffe last year at Koregaon Park, one of Pune’s upmarket localities. The Fiat Caffe at Pune has served as a launch pad for the Italian car brand’s new products while also serving as a meeting point for Fiat enthusiasts who can get together over a cuppa.
Pune’s thriving motorcycling culture boosted by a range of biking destinations around the city has meant that the city already hosts a motorcycle cafe in the form of the MotoCafe at Bavdhan. A few kilometers from Pune, enroute to Mumbai, BigWheels Motoring Cafe at Talegaon is another popular motorcyclist hangout. Harley Davidson’s next big push into India could be with the made-for-India Harley Davidson. This motorcycle will be built in India with heavy local sourcing and is expected to be the least priced Harley Davidson in the world, aimed primarily at younger motorcyclists seeking to enter the brand for the first time.
Harley Davidson motorcycles are more of lifestyle statements than high performance machines considering their low technology engines. Also, the motorcycles are heavier on maintenance when compared to the newer crop of cruisers from Japanese motorcycle makers. That said, Harleys come with a retro flavor that emphasizes relaxation and the theme of bringing people together. It is for this very reason that Harley Davidson spends more on marketing activities by organizing events bringing bikers together rather than investing the same money on developing fuss-free motorcycles. All said, the marketing juggernaut is all set to roll further and the Harley Cafe at Pune could be the first of many such biker hangouts across India, a country that Harley Davidson is extremely bullish about.