small displacement Harley-Davidson for Asia Benelli

CHINA will be the first of multiple countries to benefit from a collaboration between Harley-Davidson and Chinese owned Benelli to build a small displacement 338cc motorcycle, specifically for Asian markets.

Aiming to be in dealerships by the end of 2020, the bike offers a more accessible entry point for potential Harley-Davidson owners, with the US bike maker choosing Qianjiang Motorcycle Company as its development partner (the parent brand of Benelli).

Harley-Davidson says it chose to partner with local company because of its experience developing premium small displacement motorcycles, established supply base, proven capabilities in emerging markets and ability to meet consumer requirements.

The partnership will continue to drive Harley-Davidson’s More Roads program, aimed at inspiring riders around the world to embrace the brand. Like all Harley-Davidson products, this new model will embody a distinctive look, sound and feel.

“We’re excited about this opportunity to build more Harley riders in China, one of the world’s largest motorcycle markets, by creating new pathways to our brand,” Harley-Davidson president and CEO Matt Levatich has been quoted as saying.

The engine for the new Harley-Davidson/Benelli joint venture will be produced in a Qianjiang facility in China and adhere to the rigorous quality standards and testing processes followed for all Harley-Davidson products.

With China’s expanding middle class spending on discretionary premium products, the country is a key growth market for Harley-Davidson. Harley-Davidson retail sales in China grew 27 per cent in 2018.

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