5. How might consumers use thought-based decision models when considering a motorcycle purchase in India? What are the implications for Harley-Davidson? Can Milwaukee-based Harley-Davidson roar into India—

the world’s second-largest market for motorcycles, after China—and attract buyers despite strong competition from local and global bike brands? With more than a century of tradition behind its iconic American brand, Harley-Davidson isn’t starting from scratch in India. It enjoys high brand recognition worldwide and began planning for a presence in India in 2005. Two years later, a U.S.-India trade deal paved the way for foreignmade, heavy-weight bikes like Harley-Davidson to be imported and sold throughout the country. Once Harley-

Davidson had the green light to go into high gear, it began recruiting dealers in five metropolitan areas.

Marketers for Harley-Davidson see India’s economy growing rapidly. Its expanding middle class has both considerable buying power and an appetite for worldclass, brand-name products. Most of these consumers have seen Harley-Davidson bikes in Hollywood movies, and some have met Harley-Davidson owners or tested Harley-Davidson bikes at cycling events. Harley-Davidson’s research shows that affluent motorcycle enthusiasts tend to own more than one bike (one for weekday commuting and another for weekend trips, for instance).

“These are people who have worked hard, earn well, and can now allow themselves the chance to explore their passions,” explains the managing director.