Harley-Davidson plays down sales war with Enfield

Iconic American two-wheeler maker Harley-Davidson today said it is not chasing the numbers, instead profitability and customer satisfaction will remain its focus areas.

"Comparison on the volume basis is not fair. We are the most profitable bike maker and continue ruling the road. It is not about the volume. We are not chasing numbers. We are chasing the happiness of our customers," Harley-Davidson India managing director Anoop Prakash told reporters here.

Prakash was responding to a question on recent reports that the brand was beaten in terms of sales volume last year by the globally lesser-known Royal Enfield.

The reports suggested that the Eicher-owned Chennai brand had sold just over 3 lakh units in 2014 against Harley-Davidson's 2,67,999 units. About the domestic market, Prakash said the market is expected to continue to grow in double digits.

"We have introduced the new model 'Street 750' which is also expected to help us to reach the wider customer base. Through this we have managed to reach to the border customers who are aspiring to be owners of Harley-Davidson," he said.

Prakash said since its entry five years ago, there are several customers who are going for upgrades of their bikes depending on their riding style and riding needs.

"They are selling their previously owned Harley-Davidson to user aspiring to own one, adding to the family," he said, refusing to call the previously owned bikes as 'second sales.'

The American company has kept itself away from introducing any brand ambassador to prep up its sales here, though the bike has been featuring in several Bollywood movies.

"Our ambassador is two-wheeled and not two-legged," said Prakash when asked why the company does not have a brand endorser.

"Bollywood adopted Harley-Davidson on the roads without having to push much. But we don't want to explore that. We respect their privacy," he said.

Harley-Davidson which is one of the sponsors of the upcoming India Bike Week, scheduled for February 21-22, will have over 2,000 Harley owners and their families participating in it.