Harley-Davidson launches gear store at Mumbai airport

Harley-Davidson has opened a merchandise-only showroom at the Mumbai airport. Called Mach-1, this first-of-its-kind outlet located at the T2 terminal of the Chhatrapati Shivaji International Airport, Mumbai. 

Spread over an area of 500 sq.ft., Mach-1 is the brand’s first alternative retail outlet (ARO) in the Asia Pacific region. An extension of the main dealership, this showroom will not display or sell the company’s motorcycle range, but only its range of merchandise. Customers will get a first-hand experience of the brand’s range of riding jackets, boots, helmets, gloves and other apparel.

Harley-Davidson’s heritage, classic style and the degree of customization have given it an edge over other premium players in the market. While Harley-Davidson’s motorcycle range enjoys a cult status in the country, this new showroom further promotes the company’s image as a lifestyle brand. Other platforms that the company uses to promote this image include events and rides organised across the country by the Harley Owners Group (HOG).