Home » Features » Harley-Davidson collaborating with Benelli parent for 338cc motorcycle for China market

Harley-Davidson collaborating with Benelli parent for 338cc motorcycle for China market

Harley-Davidson, Inc. announced another step in its strategy to build more riders globally by expanding access into Asia through a collaboration with Qianjiang Motorcycle Company Limited (“Qianjiang”). The collaboration comes with the launch of a smaller, more accessible Harley-Davidson motorcycle for sale in Harley-Davidson dealerships in China by the end of 2020.

This collaboration joins Harley-Davidson’s global motorcycle leadership with the capabilities of Qianjiang to co-develop a premium 338cc displacement Harley-Davidson motorcycle for sale first in the China market with additional Asian markets to follow. Harley-Davidson selected Qianjiang based on its experience developing premium small displacement motorcycles, established supply base, proven capabilities in emerging markets, and ability to meet consumer requirements.

“Harley-Davidson has always been about inspiring riders around the world. Our More Roads plan is all about bringing our brand of freedom to more people, in more places, in more ways,” said Matt Levatich, president and CEO, Harley-Davidson. “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.”

This collaboration marks significant progress toward another major milestone in the More Roads to Harley-Davidson accelerated plan for growth. It is intended to expand access to the Harley-Davidson brand to more riders to drive incremental sales – both of the new small displacement motorcycle and also of traditional Harley-Davidson products currently offered in Asia. Continuing to capitalize on growth opportunities in Asia is key to the company achieving its 2027 objective to grow its international business to 50 percent of annual volume.

Like all Harley-Davidson products, this new model will embody a distinctive look, sound and feel that will spark powerful connections with riders. The new Harley-Davidson motorcycle and engine 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.

“We are pleased to collaborate with Harley-Davidson,” said Mr. Dongshao GUO, general manager, Qianjiang. “We have proven manufacturing capability and experience in China, and we are committed to improving the experience of motorcycling for riders in Asia.”

With its expanding middle class and increased consumer spending on discretionary, premium products, China is a key growth market for Harley-Davidson. Since it announced its More Roads plan in July 2018, Harley-Davidson has continued to advance its efforts to grow riders in China by expanding its dealer network in China and investing in marketing, eCommerce and product availability. Harley-Davidson retail sales in China grew 27 percent in 2018 compared to 2017.

Zhejiang Qianjiang Motorcycle Co., Ltd, founded in 1985, is a subsidiary of Geely Technology Group specializing in the research and development, manufacturing and sales of motorcycles and engines as well as key components. The company was listed on the Shenzhen Stock Exchange in 1999 (stock code: 000913). In 2005, the company acquired Benelli, the Italian motorcycle manufacturing company with a 100-year history. Qianjiang’s products include all series of motorcycles from 50cc to 1130cc, and are exported to more than 130 countries and regions globally. The company is one of the few enterprises in the Chinese motorcycle industry that can manufacture high-end, large-displacement motorcycles. It has led the market in China for seven consecutive years and continues to lead the trend of large-displacement motorcycles in China. For more information, please visit Qianjiang Motorcycle's website at www.qjmotor.com.

Prototype model shown. Production model features may vary. Not yet available for sale. All future models shown may not be available in all markets.
Prototype model shown. Production model features may vary. Not yet available for sale. All future models shown may not be available in all markets.
The Benelli booth always draws throngs of visitors to its booth at EICMA, as it did here in 2018. Zhejiang Qianjiang Motorcycle Co., Ltd, which will make the new Harley-Davidson bikes at its factory, acquired Benelli in 2005. Photo by Dave McMahon/Powersports Business

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