Cultural alignment a challenge as Hero looks to review Harley-Davidson

Hero is gearing up to provide service and parts support to customers even where there are no Harley dealerships through its own network

Topics
Hero MotoCorp | Harley-Davidson | Automobile

Pavan Lall  |  Mumbai 

When automotive firms embark on alliances, it’s a roll of the dice on how such marriages will play out. Carmakers have not been victorious at such efforts. Ford’s first tango with Mahindra & Mahindra failed.

Renault’s dalliance with M&M went the same way. Fiat and Tata Motors gave their tie-up their best shot but the play stumbled in the long term. For Hero MotoCorp, India’s largest two-wheeler company, it’s a calculated gambit to revive Harley-Davidson whose ride in India has been anything but easy since it got here. But can both players, who announced the ...

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First Published: Thu, December 03 2020. 22:17 IST