Think Harley-Davidson and singer, songwriter Jim Steinman’s lines come to mind. ?You can feel the pulse of the pavement racing like a runaway horse. The subways are sizzling and the skin of the streets is gleaming with sweat.? Sanjay Tripathi, director-marketing, Harley-Davidson India, elucidates this Harley-Davidson experience. ?It is the experience of camaraderie, of cruising on open roads, of expressing individuality, of passion. The Harley-Davidson culture is as much about its unique style as the motorcycles themselves, and that includes everything from music, riding gear, parts and accessories, leisure riding, etc,? adding, ?The Harley lifestyle is in sync with these attributes. Harley-Davidson is about experience and we are constantly looking at bringing this experience to our target audience in the country,? adds Tripathi. More than anything, it involves the thinking, the personality, explains Arjun Bafna, MD, Seven Islands Harley-Davidson. ?The Harley lifestyle is about long rides and whatever you can carry with yourself to take you there. One will always see people wearing a lot of Harley gear; be it jackets, gloves or helmets. It is what you want to be and what you want to achieve,? he says.
And while rides and gear are the natural associations made with bikes, Harley has an undeniable association with music as well. This long-standing association with rock music has now been extended to India. ?We have just launched our annual rock music property called Harley Rock Riders. Through this property, our aim is to provide talented Indian rock bands the right platform to foster. This property truly embodies the spirit of Harley-Davidson and marks the beginning of our association with Indian rock music,? points out Tripathi. ?We wish to establish a culture that honours Harley-Davidson?s historic association with rock and roll and its legends.?
In its first year, Harley Rock Riders will commence with a five-city tour accompanied by Split and guest performances by Them Clones, Thermal and a Quarter, Menwhopause, Native Tongue and Indus Creed. From September 9 to December 4, the rock tour will touch upon the five cities that Harley-Davidson has already ridden into with its dealerships?New Delhi, Chandigarh, Mumbai, Hyderabad and Bangalore.
Speaking about what it feels to be a part of the Harley lifestyle, Melroy, rhythm guitarist of Split, enthuses that they feel privileged to be the first-ever band to be performing for Harley-Davidson?s rock music property. For Split, the brand resonates with freedom, passion and self-expression?characteristics akin to their music. ?Our music portrays the energetic grunge sound, which many rock lovers are huge fans of. Being part of the rock music revolution that Harley-Davidson has been associated with since yesteryears is a dream come true. Performing during these events, being given a platform by such an iconic brand, being a part of their culture and ushering in a rock music revolution is an unmatched experience.?
Leisure riding, the concept that Harley-Davidson is aiming to establish in India, is all about a sense of belonging to a global family of over 1.4 million members. ?An extension to this was our recent debut at the 70th Annual Sturgis Motorcycle Rally in South Dakota, US,? concludes Tripathi. ?To be among thousands of Harley enthusiasts, with their customised cruisers and tourers, was definitely an experience unmatched. We want to bring similar riding experiences to Indian customers, and look forward to launching the Harley Owners? Group, popularly known as HOG.?
The rides, the gear, the music?all add to the experience that is Harley-Davidson and this lifestyle is definitely here in India, not just to make its mark, but also to become a way of life itself.