Summary
- The Harley-Davidson X440 is challenging Royal Enfield's dominance in the mid-size motorcycle market in India by introducing an affordable motorcycle made in partnership with Hero MotoCorp.
- The X440 directly competes with Royal Enfield's Classic 350, Himalayan 400, and upcoming Bobber, as well as other competitors like Jawa, Triumph, Benelli, and Honda.
- Harley-Davidson's X440 bookings have exceeded expectations, showing promising sales potential, but they still have to compete with Royal Enfield's longstanding reputation and widespread dealer network in India.
For years, Royal Enfield enjoyed the status quo in India as one of the best-selling mid-size motorcycles, but now, the Harley-Davidson X440 is shaking the foundation of the “Bullet” makers. While Harley-Davidson isn’t a new brand in India, this is the first time they are introducing an affordable motorcycle, now made within the country in a partnership with Hero MotoCorp.
With Harley-Davidson pricing the X440 at around $2,900 a pop, it directly takes on the likes of the Classic 350, the Himalayan 400, as well as, the upcoming Bobber based on the Classic 350 platform, all from the house of Royal Enfield. Of course, there are several other motorcycles in competition from the Mahindra-owned Jawa and Yezdi, as well as foreign entrants like Triumph, Benelli, and Honda. Even so, it’s Royal Enfield’s market share that Harley-Davidson hopes to claim a size of the pie, with the bold X440 and the upcoming Nightster 440 too.
The History Of Harley-Davidson Vs Royal Enfield
Harley-Davidson is as American a brand as it gets and when it came to India, in 2009, it brought its entire repertoire of heavy thumpers, with the cheapest priced at around $7,000. Most of these motorcycles were way above the reach of the Indian motorcyclist. On the other hand, for decades, Royal Enfield stood a cut above the rest of the “mass” motorcycle makers. While it makes affordable motorcycles, almost entry-level in the US, in its home country it ranks above economy bikes which only aim at the highest fuel economy at the lowest possible prices. In most developing countries, motorcycling is not so much a hobby but a means of cheap and quick transport, targeting young riders. The older riders and a majority of the female demographic gravitate towards scooters over motorcycles, given even cheaper costs, lightweight, more storage and pillion space.
Harley-Davidson could not survive in India for too long as an independent brand, and by 2020, called it quits. Meanwhile, Royal Enfield began to sell motorcycles in the US from 2015. Although it doesn’t directly challenge Harley-Davidson motorcycles on home turf, simply because it makes mid-size motorcycles as opposed to big-engined thumpers.
Since Royal Enfield motorcycles are mostly mass-oriented, even if it’s the crème de la crème of the mass, they outsell Harley-Davidson the world over, with the most sales in India. So how will Harley-Davidson’s X440 change the sales landscape?
Harley-Davidson X440 Takes On The Royal Enfield Classic 350
For years, Royal Enfield offered motorcycles like the Bullet and the Classic, as well as other discontinued marques like Thunderbird and Machismo in two different engine displacements, 350cc and 500cc. There was a price difference as well, even as 350 sales topped the 500 models, given the affordability. In January 2020, Royal Enfield discontinued the 500cc engine, before bringing in the 350, 411, and 650 motors.
That said, there are massive expansion plans from Royal Enfield as they plan to bring in a 450cc engine as well. New motorcycles like the Royal Enfield Roadster 450 as well as the Himalayan Raid 350 and the Scram 450 are in the pipeline.
For now, though, the Harley-Davidson X440 takes on the Classic 350 or the Bullet 350 in its pricing and performance specs, posing a serious threat to Royal Enfield, so let’s take a look…
Harley-Davidson X440 Vs. Royal Enfield Classic 350 Specs Comparison
Model | Harley-Davidson X440 | Royal Enfield Classic 350 |
Engine | Single Cylinder Air-Oil Cooled | Single Cylinder Air-Oil Cooled |
Displacement | 450 cc | 350 cc |
Horsepower | 27 hp | 20.2 hp |
Torque | 28 lb-ft | 20 lb-ft |
Bore x Stroke | 79.6 mm x 88.4 mm | 72 mm X 85.8 mm |
Dry Weight | 420 lb | 430 lb |
Fuel Tank | 13.5 Liters (3.56 gallons) | 13 Liters (3.43 gallons) |
Ground clearance | 6.7 in (170 mm) | 6.7 in (170 mm) |
ABS | Dual Channel ABS | Single or Dual Channel ABS |
MSRP | $2,884 (in India) | $2,324 (in India) |
Harley-Davidson X440 Bookings Exceeding Expectations
Harley-Davidson opened bookings for the X440 only last month, on July 4th, and it seems the sales are rolling down the hill much like an avalanche. As per various media reports, while Harley-Davidson has not revealed booking numbers, they are substantial and exceeding expectations, with deliveries likely to roll out around October. Several media outlets reported Harley-Davidson CEO Jochen Zeitz's statement, “We've been extremely pleased with the reception that the X440 has received since launch, with pre-orders exceeding initial expectations from launch.”
Of course, while this is good news for Harley-Davidson and even Hero MotoCorp, they still have to deal with the nearly 120-year-old Royal Enfield brand, technically the oldest motorcycle company still in business, as well as its widespread dealer and service network. Harley-Davidson brought only around imported motorcycles into India in its first stint which were highly taxed in the country. But now, its partner, Hero MotoCorp, is the world’s largest motorcycle maker, even if it’s all about mass sales. Ultimately, with the motorcycle market in the U.S. going into a gentle decline, with many of the outlaw motorcycle club members also aging, new markets is where Harley-Davidson needs to make big sales to keep thriving as a company and as a brand.
What truly works in Harley-Davidson’s favor is the good looks that the X440 brings along, and the sheer affordability of a brand that is otherwise considered “elite” or “plush” with pricey offerings. Having a Harley-Davidson for the price of a Royal Enfield may make many switch brand loyalties. That said, Royal Enfield is like the official motorcycle of India – it’s what the government issues the military and the police with, so there’s a sense of patriotism that Harley-Davidson might need to conquer.
Harley-Davidson Tightening Screws On Royal Enfield With The Nightster 440
At the launch party of the X440, both Harley-Davidson and its India-based partner, Hero MotoCorp announced plans of launching more 440cc-based motorcycles. Hero MotoCorp also has an approved patent for the “Nightster” name for India to mount more pressure on Royal Enfield. While the Nightster name is not new for Harley-Davidson, as they offer a liquid-cooled V-twin 975cc model, it was expensive for most Indian consumers, retailing for more than $21,000. With the X440 starting at $2,900, which is the norm for a sub-500cc motorcycle, the Nightster is likely to price itself around the same.
At the heart of it is the 440cc engine by Harley-Davidson. In the slightly retro-looking X440, this engine comes with 27 hp, and 28 lb-ft of torque. It also surges ahead of the Royal Enfield 350cc in performance, although it matches the power output of the Royal Enfield Classic 500, which is no longer in production. With Royal Enfield gearing up to launch its 450cc motorcycles, the competition is heating up between the American and the British-turned-India motorcycle makers. It would be interesting to note how things finally pan out for Harley-Davidson with its range of affordable motorcycles in today's landscape of tightened purse strings.
Source: Harley-Davidson India, Hero MotoCorp, Royal Enfield