ABOUT HUSQVARNA BIKES
Husqvarna, a renowned Swedish motorcycle brand with a rich history dating back to 1903, officially entered the Indian motorcycle market in December 2019. This strategic move was part of Husqvarna’s global expansion efforts to tap into one of the world’s largest and fastest-growing motorcycle markets.
Strategic Partnership
Husqvarna’s entry into India was facilitated through a crucial partnership with Bajaj Auto, a significant player in the Indian automotive industry. This partnership is an extension of the existing collaboration between Bajaj Auto and KTM Industries AG, which began over a decade ago. Bajaj Auto holds a 48% stake in KTM, which acquired Husqvarna in 2013.
Manufacturing and Distribution
The manufacturing of Husqvarna motorcycles in India centres around Bajaj Auto’s production facility in Chakan, near Pune. Initially, the production of Husqvarna models, such as the Vitpilen 401 and Svartpilen 401, began in KTM’s Mattighofen facility in Austria.
However, by the end of 2018, the production for global markets was transferred to Bajaj’s Chakan plant. For distribution, Bajaj Auto has integrated Husqvarna into its Probiking Business Unit, which handles the company’s premium motorcycle segment.
This unit also manages the distribution of KTM motorcycles. Bajaj has upgraded KTM showrooms to sell both KTM and Husqvarna motorcycles, ensuring a seamless retail experience for customers.
Initial Models and Market Reception
Upon entering India, Husqvarna introduced two models: the Vitpilen 250 and the Svartpilen 250. These models were strategically chosen to cater to the growing demand for premium and stylish motorcycles among Indian consumers. Both models are based on the KTM 250 Duke platform, leveraging the existing manufacturing and distribution partnership with Bajaj Auto.
- Vitpilen 250: Characterized by its café racer styling, offering a sleek and minimalist design that appeals to urban riders looking for a blend of performance and aesthetics.
- Svartpilen 250: Features a scrambler design with a more rugged appearance and off-road capabilities, targeting riders who prefer a versatile motorcycle that can handle city streets and rougher terrains.
The initial reception of Husqvarna motorcycles in India was positive, with the brand carving out a niche in the premium motorcycle segment. Husqvarna models’ unique design and competitive pricing made them an attractive option for consumers.
Market Position and Competition
Husqvarna positioned itself in the premium motorcycle segment, competing with established brands such as KTM, Royal Enfield, BMW Motorrad, Harley-Davidson, Triumph, and Ducati.
The premium motorcycle segment in India has been proliferating, with a compound annual growth rate (CAGR) of nearly 20% over the past five years. Husqvarna’s pricing strategy has been aggressive, with prices set lower than comparable KTM models, making them an attractive option for consumers seeking premium motorcycles.
Sales Performance and Challenges
Despite the initial positive reception, Husqvarna has faced significant challenges in the Indian market. In 2023, the sales figures for Husqvarna in India were notably poor, with sales dropping to half the previous year’s sales.
This decline marks a significant downturn in the brand’s performance in the Indian market, which could be attributed to increased competition, changes in consumer preferences, and possibly economic conditions affecting consumer spending in the automotive sector.
Future Prospects and Expansion Plans
Looking forward, Husqvarna has plans to expand its model lineup in India, introducing new models and variants to cater to the evolving preferences of Indian consumers.
The company is actively expanding its robotics and intelligent solutions, which could potentially influence its approach in the Indian market. Husqvarna has a strategic IT and digital transformation partnership with HCLTech, a leading global technology company.
This partnership, extended in December 2023, suggests a commitment to enhancing its technological capabilities and possibly leveraging these advancements in the Indian market.
Timeline of Husqvarna Motorcycles in India
2013: KTM, which partners with Bajaj Auto, acquires Husqvarna.
2018: The production of Husqvarna models for global markets has been transferred to Bajaj’s Chakan plant near Pune.
December 2019:Husqvarna officially enters the Indian market.
February 2020: Retail sales of Husqvarna motorcycles begin in India.
2020:Husqvarna introduces the Vitpilen 250 and Svartpilen 250 models in India.
- Vitpilen 250 priced at ₹2.19 lakh
- Svartpilen 250 priced at ₹2.25 lakh,/li>
2023: Husqvarna experiences a significant decline in sales, with figures dropping to half of the previous year’s numbers.
December 2023: Husqvarna extends its strategic IT and digital transformation partnership with HCLTech.
2024 (Expected): Several new Husqvarna models are anticipated to launch in India:
- Svartpilen 401
- Vitpilen 401
- Norden 901
- Vektorr Concept (Electric)
- Vitpilen 125
- Svartpilen 125
- Svartpilen 201
Husqvarna’s journey in India has been marked by a strong entry leveraging its partnership with Bajaj Auto, followed by initial success and subsequent challenges. The brand’s future in India looks promising, with plans to expand its model lineup and increase production capacity. As the premium segment evolves, Husqvarna is potentially positioned to capture a significant market share, competing effectively with established brands.
