Harley X440 Falls to Lowest Levels; Discounts Announced

Sizable discounts on Harley X440 are being offered for the mid-spec Vivid variant. Is it the Royal Enfield Guerrilla 450 impact…?

Response to Harley Davidson’s second entry in India in a new format seems to be, again, dwindling. Harley partnered with Hero MotoCorp of India and ventured in the small, single cylinder segment – with the X440 roadster. As I have reported earlier, after the initial hype, sales have continuously been falling (numbers here).

In fact, in the month of June 2024, X440 fell to just 459 units. If we discount the first partial dispatch month of September 2023 (when Hero dispatched 18 units), June is the lowest month for the American brand. This is the first month when sales fell below 1000 units.

Discounts on Harley X440
Are these discounts due to the newly introduced Guerrilla..?

But more alarming is the trend – with sales peak of 3349 units in the month of January 2024 (which is also the best month for the motorcycle), there has been a continuous decline. Competition has come in all forms – right from the Triumph Speed 400 (and the Scrambler 400X), to the sibling Hero Mavrick 440 and now the latest Royal Enfield Guerrilla 450 – which is touted to be the biggest threat to all motorcycles in this segment.

Harley X440 vs Mavrick – Which One is Selling More?

Discounts on Harley X440

As a result of the continuous downward trend, Hero has announced a discount on the motorcycle according to reports. The mid-spec X440 Vivid, which was at Rs 2,59,500, is now cheaper by Rs 15,000. Which means that you can have it at Rs 2,44,500 – all prices ex-showroom. You have to bear in mind that Hero has tagged this as a limited period offer and is valid till August 2024.

However, looking at the potential damage the Guerrilla can do, discounts may continue and in fact, they may even increase in the times to come. With the festive season approaching, Hero would be hoping to see a turnaround in the interest level of motorcyclists.