Harley-Davidson announced discontinuing sales of the classic Sportster models in European countries; This follows their announcement of an exit from the Indian market
The Harley-Davidson Rewire strategy has claimed another victim: the company announced it will stop selling the Sportster range in Europe. The news follows an announcement that the American company is going to exit the Indian market, the largest two-wheeled market in the world.
Rewire, Harley-Davidson’s 5 year strategy, was introduced by Jochen Zeitz – the company’s chairman, president and CEO. It is a recovery program designed to lift the company from its current low by reducing costs, increasing sales and achieving long-term growth. The strategy, with a refocus on the company’s core strengths, has already shelved new models, such as the Bronx 975, even before production began.
Now H-D is going to cut off the line of classic Sportster models throughout Europe. The move is mainly due to non-compliance with Euro 5 air pollution regulations and H-D’s inability to invest resources in developing a new engine that will meet the regulations. Updating the engines to meet the Euro 5 regulations would be extremely uneconomical for the number of bikes the company can sell. However, the model goes back to the 1950’s so it is not inconceivable we will see a new and modern version in the future.
The Sporster range includes the Superlow, Forty-Eight, Iron, Roadster and the 1200 Custom.
It is unlikely the Australian market will be affected immediately as we are not affected by the Euro 5 restrictions yet. Official response from H-D Australia could not be obtained in time for publishing and will be added at a later date.
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