Harley Davidson: relanzamiento en la Argentina
Están de vuelta. Después de tres años sin poder ingresar un sólo modelo al mercado, la legendaria marca de motos recupera el tiempo perdido con nuevos productos. La Street 750 será la “punta de lanza” para ganar nuevos clientes. Así se presentaba en Autoclásica 2016
En la muestra de autos clásicos más grande de la región, representantes de Harley Davidson para Latinoamérica y para la Argentina concretaron el “relanzamiento” de la marca. Autoclásica es un “escenario ideal” porque se trata de una leyenda del mundo de las motos, la cual tiene tanto de pasado, por lo que significa su historia, como de futuro, por la tecnología y calidad de sus productos.
Después de tres años sin poder ingresar un modelo al país, afectados por las trabas a las importaciones y las famosas licencias no automáticas que dejaron meses varados a los productos en la Aduana, las nuevas reglas de juego le permiten retomar las ventas en el mercado local con la renovación de toda la gama de productos.
“Tenemos más de 30 productos en el catálogo, y la idea es traer la mayor cantidad de modelos, como siempre lo hizo la marca”, adelantó Raymundo Cabazos, director general de Harley Davidson México. La apuesta es fuerte y están dispuestos a recuperar el tiempo perdido.
Para ello, la punta de lanza de esta nueva etapa será el lanzamiento del a Street 750, un producto urbano, con un precio que arranca en los u$s17.000. Junto con la Iron 883 y Forty-Eight, conforman el Movimiento Dark Custom, una nueva generación de productos caracterizada por la “mezcla de tuercas, tornillos de acero y caucho con un motor único V-Twin”, explicaron durante la presentación los representantes.
En el caso de la Street 750, se trata de una moto que nació como el resultado de la necesidad de movilización urbana que buscan los usuarios más jóvenes, que disfrutan tanto de usarla los fines de semana como de lunes a viernes para transporte en las grandes ciudades.
Cuenta con un motor enfriado por líquido, X V-Twin de 749 cm3, con una transmisión de 6 velocidades. Consume 5,7 litros cada 100 km en una combinación entre ruta y ciudad. Trae nuevos sistemas de frenos, y un calibrador delantero esterilizado con pistones 34mm y uno trasero que hace juego. El pedal de freno trasero tiene una nueva posición ergonómicamente mejorada y las nuevas palancas de embrague y freno son más resistentes.
La Forty-Eight está equipada con un motor enfriado por aire Evolution, de 1202 cm3. Consume 4.9 litros cada 100km y la transmisión es de 5 velocidades.
Se destaca por su diseño, con una gran rueda delantera con nuevos amortiguadores de 49 mm. El tanque de nafta tiene una cintura angosta. Además, el diseño retro levanta la imagen de este modelo con una combinación de negro, color y cromo.
En cuanto a la Iron 883, cuenta con un motor enfriado por aire, Evolution, con 883 cm3 y transmisión de 5 velocidades. El consumo es de 4.6 litros cada 100km. Entre sus detalles más sobresalientes aparecen las suspensiones delantera y trasera completamente nuevas, los rines de aleación de magnesio ligeros y el asiento mejorado que incrementa la comodidad.
Otros de los modelos que se lanzan pertenecen a la línea Softail Slim S y S Series Fat Boy. Cuentan con un motor Screamin Eagle Twin Cam 110, por primera vez disponible para motos de producción regular en la historia. La primera de 1801 cm3 y la segunda de 1868 cm3.
Tienen control de velocidad crucero, ABS y sistema de seguridad de fábrica como equipo estándar.
La Softail Slim S tiene un “bobber” clásico y resistente, desde la defensa trasera recortada hasta el manillas tipo Hollywood. Está disponible con carrocería de color Vivid Black y Olive Gold Denim con gráficos en el tanque que evocan a los modelos militares WLA que comercializó la marca durante la Segunda Guerra Mundial.
La S Fat Boy tiene un estilo más “Dark”, con ruedas de disco de aluminio con estilo agujero de bala, con faros masivos e impulsores. El chasis imita las líneas de un marco rígido, con control de suspensión trasera que proporcionan los amortiguadores helicoidales montados de forma horizontal y fuera de la vista por debajo de la transmisión.
Por último, la Heritage Softail Classic llega al país con un estilo que combina lo vintage con la modernidad de la Softail. Tiene nuevo tren de transmisión High Output Twin Cam 103 y nuevo control de crucero electrónico.
Planes a largo plazo Harley Davidson se encuentra hoy en medio de una reestructuración en Latinoamérica. “Tenemos pensado crecer 20% en 2017 en la región, donde actualmente se venden 8000 unidades al año”, anticipan los directivos. “En la Argentina se espera cerrar 2016 con 650 motos vendidas, ya que tenemos una demanda acumulada de estos tiempos de espera”, agregaron.
El crecimiento en la región ha sido muy importante para la marca y confían en nuestro país, donde hay muchos clientes de la marca que esperaban el regreso. Por otro lado, con la nueva Street 750 esperan captar nuevos clientes ya que tendrán un plan de financiamiento con el Banco Macro a 72 meses, con tasas muy bajas y accesibles.
En cuanto a los modelos de tope de gama, donde también estarán presentes con productos que llegan hasta los u$s45.000, están confiados en que también ganarán mercado. Si bien hay nuevos competidores, creen que en el mercado hay lugar para todos. “Cada marca tiene una porción. Somos competidores pero cada una tiene un nicho. En general los modelos premium concentran 18% de la torta, el resto de las ventas son productos masivos”.
Por otro lado, hay planes de expansión a nivel local pero todavía queda un tiempo de reacomodamiento. “Normalmente se trae línea completa, pero en la Argentina sucede que, con los impuestos y aranceles, se distorsionan los precios y con un modelo te acercas al target de otra, entonces optamos por la más grande”, explicaron los representantes.
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