Battle Royale: Harley vs. Triumph

Introduction

The Indian automobile industry is the largest in the world. The two wheelers segment leads the automobile market of India with an 81% market share due to increasing number of middle class and a youth population in the country. Furthermore, companies are developing interest in rural markets and exploring it to establish their brands specifically. Exports of commercial vehicles and two-wheelers increased by 18.36% in 2016 compared to 2015. Furthermore, the Government of India's initiatives paving the way for major players in the automobile segment in the Indian market are expected to propel India to the global leader in the Two-Wheeler and Four-Wheeler markets by 2020. Harley-Davidson, Triumph, and Ducati are among the major players in the premium motorcycle segment.

The premium bike segment is one of the fastest growing in the Indian market, with virtually every player worth their salt seizing the prospect to use this profitable category to increase margins and have an advantage. Rising income levels, easy financing, and increased access have prompted India's large bike market to surpass 10,000 units in fiscal year 2016. At present census, the Harley-Davidson has a slender lead over its rivals with a market share of 60% and a growth rate of 15.04% whereas its rival Triumph is holding a market share of 27.5% and a growth rate of 6.89% for the fiscal year 2016-2017 in the premium motorcycle segment. These leading brands have been using unique marketing strategies for their competitive advantages in the Indian market. Though Triumph entered Indian market 5 years later, it has been making its rival Harley-Davidson run for its money. There is a competitive struggle by two leading brands to build up their brand image in the Indian market.

The Battle Royale “Harley-Davidson v/s Triumph” is a comparative study of product launch and marketing strategies used by Harley-Davidson and Triumph, two leading brands in Indian premium motorcycle segment.