Harley-Davidson Inaugurates First Concept Store

Harley-Davidson India has inaugurated its first concept store in India. The new concept store has been christened Warrior Harley-Davidson and is based in Kolhapur, Maharashtra. The basic purpose of a concept store is to provide a small store that takes care of sales, service and merchandise in a smaller scale. The American bikemaker feels that such concept stores will help it in expanding its footprint in Tier III cities that do not have retail presence. 

Commenting on the launch of the company’s first concept store in India, Marc McAllister, VP and MD International Markets at Harley-Davidson Motor Company, said “Our focus has always been on developing the culture of leisure motorcycling in India. We expect the next level of our growth to come in from Tier II and III cities and expansion to these markets is an important part of our strategy. Our first concept store is step in the same direction by taking the brand closer to enthusiasts and giving them an opportunity to experience the lifestyle.”

Warrior Harley-Davidson is spread across 3,000 sq. ft. and houses a display area, customer lounge and service set-up. The small concept store also is more feasible for dealership owners as they don’t have to invest in large real estate, thereby reducing the cost of ownership. Harley-Davidson has struggled in the past few months with respect to sales, despite launching new products like the Harley-Davidson Street Rod and the new Milwaukee-Eight range. The American brand seems to be focusing its attention on Tier III cities with its concept stores as it is a relatively untapped market when it comes to premium motorcycles.