Harley-Davidson is finally in India, a move that may sweeten prospects for the iconic American brand as it struggles with numerous challenges, not least the continuing economic recession back home.

Harley-Davidson is expected to ship fewer bikes this year compared to 2008 both within the US and worldwide, the credit crisis continues and there are job cuts to deal with. The company is totally unfazed.

The silver lining is the loyal following of its cult bikers. Both sport similar attitude. When Harley-Davidson was being written off by the American media and critics, the company responded with this??You can file our obituary where the sun don?t shine. Screw It. Let?s Ride? ? that pretty much sums up what the company, its bikes and their cult bikers are all about. Here is a sample??Only 2 kinds of bikers out there?those that ride Harleys and those that wish they did! ?

What is worrying, however, is that this loyal bike is aging and needs younger followers to keep it going. That is where a foray into India makes sense with an average age below 30 and a future that does look promising. The company plans to only import its motorcycles, accessories and riding gear. It would be blasphemous to suggest leveraging the low cost base in India to manufacture it here. But then who imagined their four-wheeled counterparts, GM, would ever file for bankruptcy.

So then can the all metal, low mileage Rs 7 lakh to Rs 15 lakh price tagged, Harley-Davidson work in the second-largest motorcycle market in the world used to riding cheap, plastic and economical bikes? These were the same questions luxury car makerMercedes Benz was asked when it came to India a decade ago, ditto BMW when it joined the race and then Audi too. None of them are complaining and there is a lot of room at the top.

The same could be the case with bikes. And for those who can?t ride the HD, there is the next best. In all probability, the accessories and merchandising turnover in India could outpace bike sales. In any case, the adventure begins.

?geeta.nair@expressindia.com