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Academic MBA Question:

Question: Iconic US superbike maker Harley-Davidson is planning to launch a mid-size motorcycle in the 250-500 cc range for emerging markets as it eyes major gains in India and plots to challenge Royal Enfield’s leadership position. Harley-Davidson will be addressing this fast-growing segment through a strategic alliance with a manufacturer in Asia after a tieup between TVS and BMW and one between Bajaj Auto and Triumph Motorcycles.

Announcing new mid-term plan till 2027 named ‘More Roads to
Harley-Davidson’, the US giant said it is developing small-displacement
(250-500 cc) bike for Asia’s emerging markets through a strategic tie-up with a
manufacturer in Asia. This new product and broader distribution is intended to
fuel Harley-Davidson’s customer access and growth in India, one of the largest,
fastest growing markets in the world, and other Asia markets,” the company said
in a statement. Harley-Davidson plans to offer its most comprehensive lineup of
motorcycles, competing in many of the largest and fastest growing segments with
a full portfolio across a spectrum of price points, power sources,
displacements, riding styles and global markets.


Question: Examine the brand personality of Harley-Davidson and its relevance in a promising market like India.


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