In the last decade, Indian markets have started to see a trend of foreign motor brands joining hands with Indian competitors to introduce new bikes to the global market.About Harley DavidsonHarley Davidson is an American motorcycle manufacturer based in Milwaukee. The brand is renowned for its devoted fan base who adore this bike for keeping up with its elegant appearance and experience despite changing trends. About BMW MotorradBMW Motorrad is the motorcycle manufacturing division of the famous German Automotive manufacturer. Based out of Germany, most of its production takes place in Berlin except the G310 series, whose production is done by TVS in its Tamil Nadu plant.Hero-Harley collaborationIn July 2023, Hero Motor Corporation, along with Harley-Davidson, launched the X 440, expressing its ambition to be a major player in the premium segment. While this bike has been priced between 2.29 and 2.69 lakhs, it also targets the mid-range budget segment, where Royal Enfield has maintained its position as the market leader. Hero and Harley-Davidson also aim to redefine affordable, high-quality motorcycles with a robust distribution and service network.BMW Motorrads success in 310cc, now focuses on EVBMW Motorrad successfully collaborated with TVS, selling 310cc motorcycles for a very long period of time. In recent developments, both have also decided to develop the electric two-wheeler product CE-02, which is a crossover of a bike and a scooter.Why partner with Indian brandsDue to their significantly higher manufacturing capacity, Indian brands like Hero offer opportunities for volume sales. Hero, as a brand, also takes full responsibility for parts and service requirements. Whereas, TVS has already proved itself with a successful venture of BMW 310s and continues to maintain its pride and consistency in the competition.Foreign motor brands have started to realize the potential of mid-range bikes in the Indian market and how it is helping them increase their sales and profits while focusing on continuous expansion.
