Lately, it seems like partnerships between big and small motorcycle brands are popping up everywhere. These companies are joining forces to reach more riders around the world and offer new, exciting bikes. One big trend that's been growing is small-displacement bikes—basically, bikes with smaller engines that are easy to handle and won’t break the bank.
The Royal Enfield Hunter 350, for example, has sold over 500,000 units in just two years. And then there’s the F 450 GS concept from BMW, along with bikes from CFMoto and other emerging players. So yes, small bikes are definitely having a moment.
And one company that’s really making waves both in and outside of its home country of India is Hero MotoCorp. The brand was once known for making basic, reliable workhorse bikes for daily use. But now, thanks to a partnership with Harley-Davidson, Hero is stepping up its game and breaking into the premium middleweight market. The X440, a bike they co-developed with Harley, is a big part of that shift.
And it’s clear to see that Hero’s move into the 400cc+ segment is paying off. In 2024, they sold 12,188 units of the X440 and the Hero Mavrick 440 (which uses the same engine).
That's a big jump from the previous year, when the X440 made its debut. For reference, the X440 hit the market in mid-2023, and has been a smash hit in India, with nearly 9,000 units sold by the end of 2024. That’s a solid boost for Hero, and it’s equally, if not even more important for Harley, too. While Harley’s been struggling to crack the Asian market, the X440 could be the key to changing that.
But there’s a problem, and that problem is that the X440 is made in India, not the good old US of A. And so, for “real” Harley riders, it’ll never be a true Harley. But is that really a bad thing? Or is it time for Harley to fully embrace change and welcome newer, younger riders into the fold?
Because let’s be real—as real as it gets. For Harley-Davidson, the X440 could be a lifeline. The brand is traditionally known for big cruisers with engines larger than those of a compact hatchback, yet producing only a fraction of the power. And the fact of the matter is that the industry is shifting away from massive engines and going in a direction that’s more about usability and practicality.
This is where the X440 fits the bill to a tee. It might not scream “Harley” in the way some of their bigger bikes do, or in the way the stereotypical older generation would associate it with. Nevertheless, it’s a step in the right direction if the goal is to keep the lights on. If Harley can launch the X440 globally, it could bring them back into the spotlight in a big way, and to an audience that might actually have what it takes to keep the iconic brand alive.
The thing is, Harley needs to embrace change, and to do so wholeheartedly. Yes, they’ve built their reputation on big bikes, but in a world where people are looking for something more practical and budget-friendly, this shift could be exactly what they need. If Harley can nail it with the X440, they might find a whole new audience and keep their legacy going.
Of course, sticking to what you know is important, but if you don’t evolve, you risk being left behind. Remember, the only thing in life that’s guaranteed is change. And in order to survive, you have to be able to adapt to that change.
So, here’s the question for all the die-hard Harley fans: If Harley launches the X440 in the US, would you be down to ride it and still call it a Harley? Or is it too far from the brand’s roots for you? I’d love to read your thoughts in the comments below.
Source: AutoCar India
