Cleveland CycleWerks announced its retail strategy for the Indian market at the 2018 India Retail Forum. In its announcement, Cleveland CycleWerks aims to establish exclusive outlets in new formats that will be a global first of sorts in its segment. The American brand aims to cater to the young and massive middle class in the Indian market.
Cleveland CycleWerks will commence its Indian operations with the launch of its products in the 250 cc segment of the market. In February 2018, the two-wheeler brand had showcased two of its classic design bikes at the Auto Expo 2018, the ‘Ace’ and ‘Misfit.’
The two motorcycles will be offered with various design options. The Cleveland Ace range of motorcycles draws power from a 229 cc single cylinder, air-cooled, 4-stroke engine which is tuned to deliver 15.4 hp and 16 Nm of peak torque. The Ace will be targeted to the younger audience who aspire to own a motorcycle with a combination of retro-style with modern technology.
The motorcycle is designed with comfortable ergonomics that are aimed to address daily commutes across town or weekend highway getaway. Cleveland CycleWerks will also introduce the Ace Deluxe and Ace Café variants which will come equipped with aluminium wheels, upside down telescopic front forks and twin hydraulic shock absorbers at the rear.
The Gen II Misfit comes with the same 229 cc air-cooled, single cylinder motor that delivers 15.4 hp of maximum power and 16 Nm of peak torque.
The Gen II Misfit is equipped with a 320 mm single disc brake and 220 mm disc at the rear, and gold-finish upside-down telescopic front forks which are adjustable for compression and rebound at the front.
Speaking about the India strategy, Pranav Desai, CEO, Laish Madison Motor Werks Pvt. Ltd. said:
We have built the most efficient retail distribution channel in the country, with just one layer between us and the store. The company’s strong partnership network has the right set of dealers to ensure and maintain an exceptional standard of service to its customers in India.
Cleveland CycleWerks has joined hands with Laish Madison Motor Werks Private Limited to bring the classic-retro style American branded motorcycles in the Indian market. The brand will be headquartered in Mumbai while a fully integrated assembly facility will operate in Pune. The Company plans to add 30 key partners across the country.