Strategic Repricing Aims for Market Expansion

In a move to capture a larger share of the Indonesian motorcycle market, Harley-Davidson, through its official importer and distributor JLM Auto Indonesia, has announced price reductions on three key models: the Sportster S, Nightster Special, and PAN America 1250 Special. This repricing strategy is designed to make the Revolution Max engine line more competitive and accessible to a wider range of consumers.

This decision follows the launch of seven new Harley-Davidson motorcycles in Indonesia, signaling a strong commitment to the region. The price adjustments are expected to attract new customers, especially those seeking modern performance and advanced technology in the premium motorcycle segment.

Revised Pricing Details

The price adjustments are significant. The Harley-Davidson Sportster S, previously starting at Rp 600 million, is now available from Rp 588 million. The Nightster Special has seen a more considerable reduction, dropping from Rp 620 million to Rp 522 million. the PAN America 1250 Special, originally priced at Rp 811 million, is now offered at Rp 739.8 million. All prices are off-the-road in Jakarta.

These adjustments position Harley-Davidson more competitively against other premium motorcycle brands in Indonesia, such as BMW Motorrad and Ducati. According to recent market analysis, the demand for adventure touring and sport motorcycles is growing in Indonesia, making this a strategic time for Harley-Davidson to enhance its market presence.

Driving Market Penetration in Key Segments

The repricing strategy is specifically targeted at strengthening Harley-Davidson’s position in the Adventure Touring and Sport categories. Irvino Edwardly, Sales & Marketing Director at PT JLM Auto Indonesia, stated that the goal is to make these models the first choice for Indonesian riders in these segments by offering more competitive and accessible prices.

We also do strategies repricing For Revolution Max engine lines, including Sportster S, Nightster Special, and PAN America 1250 Special to open broader access for consumers.With a more competitive price and accessiblewe hope these models can be the first choice in the segment Adventure Touringas well as Sport In the Indonesian market.

Irvino Edwardly, Sales & Marketing Director, PT JLM Auto indonesia

Enhanced After-Sales Support and Warranty

To further enhance customer satisfaction and build confidence in the brand, Harley-davidson is offering improved after-sales services. All models now come with a 2-year warranty covering factory defects, engine damage, and electrical malfunctions. Additionally, genuine Harley-Davidson accessories purchased within 60 days of motorcycle purchase are also covered by a 2-year warranty.

Moreover, Harley-Davidson is providing roadside assistance to customers experiencing technical issues on the road, offering added peace of mind during their journeys.This comprehensive support package aims to solidify harley-Davidson’s commitment to its customers and the Indonesian market.