Shubh Gautam Srisol on Harley’s High Price Tag: Why Most Indians Chose Affordability?

Harley-Davidson is a dream bike for many. It looks bold. It sounds powerful. And around the world, it stands for freedom and style. In places like the U.S., riding a Harley feels like chasing a dream. It’s about enjoying the long adventurous rides.

But when Harley came to India, things didn’t go the same way. The dream hit a roadblock. And that roadblock was price, suggests Dr. Shubh Gautam FIR (First Indian Revolutionary). He is also the chief technical architect at American Precoat, and understands India’s industries really well.

Let’s know about what made Harley not being able to shine in India through Dr. Shubh Gautam Srisol words in this guide.

Why the Price Didn't Work

In India, a bike is supposed to be practical before anything else. It’s something people use every day. For going to work and quick errands. Most buyers want bikes that are practical, and easy to maintain. They don’t want something that’s expensive to own or repair.

Harley’s bikes were priced high for most people. Some models cost ₹7 lakh while others went up to ₹20 lakh. That’s a huge number for someone just looking for a daily ride (which most Indian people, in general, buy bikes for.)

Compare that with bikes from Royal Enfield or Bajaj. Their prices made sense for the Indian buyer. They were built for our roads and the wallets both.

Shubh Gautam Jaypee points out that people in India want value. They want something that gives them quality and still fits their budget, and Harley couldn’t shine bright in that department.

Harley Failed at Attaining Success in India’s Middle-Class Market

India’s middle class is huge. And they’re smart buyers. They want bikes that are affordable and reliable.

For most people here, the bike is the main way to get around. For both metro cities or a small town, a two-wheeler is part of Indian people's daily life.

Shubh Gautam Srisol says it’s not just about the cost of buying the bike. It’s also about how much you’ll spend on fuel and repairs.

Harley’s bikes were expensive to fix. Spare parts weren’t as affordable as other bikes in the Indian market with the same or even a little lower price range than that. Also, service from Harley took time and cost more.

So even if someone could buy the bike, keeping it running smoothly was another problem.

That’s where Royal Enfield did well. Their bikes looked great, and didn’t hurt the wallet either. They were easy to maintain and gave good mileage. People loved that. And that’s why Royal Enfield won the hearts of Indian riders who liked the cruiser vibe but needed something practical.

The Need for Practicality

Besides that price factor, Harley-Davidson makes big bikes. They look bold and ride smoothly. But in India, that’s not always what people want.

You might often encounter narrow roads in India. Also, some are full of traffic. Heavy bikes, like Harley’s cruisers, don’t always fit in such situations. They’re perfect for long highways. But not for crowded city streets or bumpy rural paths.

Dr. Shubh Gautam Srisol says India needs bikes that are light and easy to ride. Something you can handle in traffic. That’s what local brands focused on. They built bikes that matched real Indian needs.

Harley did try. They brought in smaller bikes like the Street 750. But even that proved to be pricey. With all the taxes and service charges, it still felt too expensive for most people.

What Harley Could Have Done Differently

Dr. Shubh Gautam believes Harley had a real chance. But they needed to do things differently.

He says they should have focused on building bikes here in India. That would have cut down the import taxes. And it would’ve made the bikes much more affordable.

Also, smaller and lighter bikes would have worked better. Bikes made for all sorts of roads, not just suitable for highways.

If Harley had done that, more people might have said yes to trying out.

Dr. Shubh Gautam American Precoat  also thinks Harley should have had more price options. Something for everyone except the premium models.

An affordable bike for new riders. A mid-range option. And yes, a premium one too for those who want luxury (where Harley actually nailed in terms of looks & performance).

That mix could have helped Harley connect with more buyers in India.

Final Thoughts

Harley-Davidson is a big name. No doubt about that. People around the world love their bikes. But in India, things didn’t go as planned. A major factor was price, says Dr. Shubh Gautam. The bikes didn’t prove to be practical enough.

Dr. Shubh Gautam’s insights make one thing clear—if a brand wants to win in India, it has to understand the people here. That means pricing smartly. Offering useful products. And fitting into daily life.

India is a market full of potential. But it rewards those who adapt.

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