-Austrian bike brand to come to India
-Will launch four bikes
-Partnered with an Indian firm
Brixton Motorcycles – an Austrian firm – is planning to enter the highly competitive and lucrative Indian market. The company has joined hands with an Indian partner for the same.
The Austrian company said that it has partnered with KAW Veloce Motors Pvt LTD and using this partnership, the company would design and manufacture motorcycles for the Indian market. According to a release sent by the company, a total of four motorcycles will be launched in India. But these bikes aren’t from the current range of Brixton motorcycles, as these four bikes are currently being developed at their design centre in Austria.
The company went on to say that these bikes will be manufactured in a facility in Kolhapur, which is the home base of its Indian partners. There are plans to open an R&D facility in India in the next few years, and for now, a total of 15 dealerships are being planned by the end of 2024. This number would go to 50 next year
Over the years, there have been plenty of motorcycle brands that entered the Indian market and failed to make even a small difference. It is quite easy to make plans to do business in India, but the execution is quite difficult. Plus, Brixton motorcycles are quite modern retro in nature and this is Royal Enfield’s territory. So the difficulty level has just gone to a whole new level. While we would like such new entrants to do well in India, our experience suggests that entering India with an Indian partner never works. It is extremely important for a company to establish a subsidiary in India to understand and run an Indian business.