A concept store is a scaled-down dealership. It basically has the sales, service and merchandise division in a compact setting. In this case, it is a 3000sq ft store named Warrior Harley Davidson in Kolhapur, Maharashtra. It is divided into a display area, customer lounge, and service setup. The new concept store will cater to enthusiasts based in Kolhapur and the neighboring region where they can buy and get their Harley Davidson bikes serviced.
The concept store will allow the American bike maker to open retail outlets with minimal capital and also expand their reach to Tier II and Tier III cities. This will bring in enthusiasts living in said cities who were shying away from owning such bikes due to the dealerships being located far away.
Marc McAllister, VP and MD International Markets at Harley-Davidson Motor Company, on the launch of the concept store, said: “Our focus has always been on developing the culture of leisure motorcycling in India. We expect the next level of our growth to come in from Tier II and III cities and expansion to these markets is an important part of our strategy. Our first concept store is a step in the same direction by taking the brand closer to enthusiasts and giving them an opportunity to experience the lifestyle.”
The foray into Tier II and Tier III cities should help Harley Davidson boost its sales which have plateaued over the last year.