Clevelan Cyclewerks India Dealer awareness Document

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Laish-Madison Motor Werks, in collaboration with Cleveland CycleWerks
brings you the most affordable American brand motorcycle available in India.
DEMONSTRATED EXCELLENCE
IN 23 COUNTRIES GLOBALLY &
EXPANDING
*Disclaimer
These slides contains information based on personal experience, market research done by individual. It is
purely based on data studied by individual. Any organization do not bear ownership / responsibility of the
data. The only intention of this presentation is to study particular segment, and furnish primary insights to
prospect dealers, individual opinions may differ.
For any kind of feedback you can contact on Phone : 8793619191

Contents
 Introduction about Cleveland Cycle Werks
 Vision of Laish-Madison Motor Werks
 Manufacturing facility in India
 Future plans in India
 What is Unique about CCW
 Cleveland – Overall uniqueness against other Brands
 Cleveland – Who are Competitors?
 Product Positioning in India
 Advantage of CCW as brand
 Technical advantages of Cleveland bikes
 CCW product range
 Introduction to other brands in India.
 Sources of income through CCW stores
 Process for getting dealership.
*Prepared by : Vishal Kaware

Head quarters : Cleveland, Ohio State, USA.
Major Benchmark : Crossed 2,25,000 units worldwide.
Top Countries : Australia, New Zealand , Czech republic, Poland, Indonesia, Israel,
Japan, South Africa, South Korea, Switzerland, UK, USA ,Estonia etc.
USP : Building a strong brand identity and CCW culture around CCW products.
Founder Members : Scott Colismo
Introduction of Cleveland CycleWerks

VISION - LAISH MADISON MOTOR WERKS
"Laish-Madison Motor Werks will
provide our customers the best
Cleveland CycleWerks motorcycle
experience possible - from initial
contact onward. We will offer
exceptional service, ride
experience and thereby create
exceptional value to all our
stakeholders.”

Manufacturing facility
Address : 359/2, A/P Shreeramnagar, Khed-Shivapur,
Tal : Haveli-Pune 412205
Production capacity : 35,000 bikes / year
Production start target : Aug 18
To start with, it is going to be CKD along with few localized parts and
assembly will be done at Pune. Pune will be assembly, logistic and
distribution center. Localization of vendors has already started and it
will continue….To make it complete Indian bike-manufactured in India

Future plans in India
Localization of the product in upcoming 3 years
Supplying RTO approved customized bikes through Dealers
To provide most affordable bikes to cater all customers
To establish network of 50 dealers across India in FY19
CCW merchandise sales through dealer outlets
Develop and nurture US biking culture in India
Initially launching Ace & Misfit and then FX & Heist in series

23 Countries Customized bikes
LIFESTYLE FOR
EVERYONE
all age / power / income group
Premium Lifestyle bikes
now AFFORDABLE
BEND ON CURVES like never before
Easy Ride & Handling
NOT ONLY MUSCLES
are REQUIRED to
OWN the Lifestyle
Light Weight
Not only Metros, because
Passion has no limits
LifeStyle, Status , Adventures, off roads are
not expensive anymore

Overall uniqueness against other Brands
Royal Enfield : Being India’s single brand in this segment, Royal Enfield enjoys monopoly in
the segment and caters mass market. Though RE and CCW can not be compared at any
level, there is possibility customer who wants to get associated with US brand, wants to
have something different in his garage and also who keeps readiness to spend little higher,
can look for CCW as an option. Few advantages of CCW against RE are
 Light weight bikes - Now you need not to have muscle to own classic bike segment
 Simple Design - Being simple in design, these bikes can be used by college students,
corporates, off roader riders, touring class, as a commuter etc.
 Off- roading & commuting combined - CCW bikes can be used for both the applications.
 Customers catered – CCW caters almost all age groups through its product range. Also
caters 200cc category customers.
United Motors (UM): Being reputed two wheeler brand in India, UM has focused on
Cruiser segment. On the other had CCW has products which caters needs of commuter
bikes, Bobber / cruiser , Off-roading bikes, adventure bikes. Details are tabulated in next
slides.

Overall uniqueness against other Brands
Triumph : Cost wise and engine capacity wise Triumph can not be compared with CCW,
but looking at the bike range which Triumph has, is category wise same with CCW.
The cost of owning Triumph is almost 3-4 times higher than CCW. Overall as Value, Package
there are huge chances where customers who are beginners and have passion for riding
will turn to CCW products.
Harley Davidson : Indians always were passionate for Harley Davidson bikes and do have
dream of buying HD bikes. HD bikes as seen in Hollywood movies always had glamour in
mindsets of Indian customers. Harley is very expensive product and has bulky bikes which
needs muscles and money to own. Mass of Indian customer do not have these muscles’
power and spending capacity, but yes they do have desire to own these kind of bikes. Yes
CCW can be surely option for them at affordable cost. CCW Heist will be a good option for
HD bikes enthusiast. Advantage of CCW over HD will be
 Light weight bikes - Now you need not to have muscle to own classic bike segment
 Simple Design - Being simple in design, these bikes can be used by college students,
corporates, off roader riders, touring class, as a commuter etc.
 Customers catered – CCW caters almost all age groups through its product range. Also
caters 200cc to 500cc category customers.
 Customization – CCW bikes are blank canvas, you can customize the way you want

Cleveland – Who are Competitors?
By going through some facts and data it can be completely understood
 Cleveland CycleWerks DO NOT HAVE specific competitor, but it will pull some
customers from all other brands for reasons mentioned in previous slides.
 CCW will have its unique customer base in India. What equation seems possible is
CCW= Own customer base + some conversions from other brands+ biking beginners +
adventure loving class + tourers + commuters + retro bike lovers
 There is gap in classic bikes in Indian market, which CCW is filling up.
- Gap in Engine power 200cc to 500cc
- Gap in price range ( some bikes are at 1.5L-to2L and then directly 7.5L+)
- Gap in age group ( mostly current classics are heavy & can be owned by 30years+)
- Gap in design which will promote customization and leave a Rider’s mark on it.
CCW is bringing Something unique, something new for everybody , every class of customer,
every income group, all groups having different desire for power, all age groups, all kind of
bikers , bike passionate groups etc.
You will find something Unique in CCW Bikes for YOU & ALL

Product Positioning in India
All age groups : With the wide product range CCW is trying to customer of all age groups.
E.g. FX can be used by age group which is 18+ years, for college / office staff CCW have Ace
and Misfit which is generally between age group of 21- 40. For those who love to drive for
pleasure can use Heist. Broadly based on preference of Indian customers following
tentative grouping can be done.
Meets all power requirements of all customers : CCW bikes are ranging from 125 CC to
500 CC which meets desire for power by all class of customers. CCW has filled entire
segments within power range of 250cc to 500cc which no other manufacturer in India has
done.
Preferred age group Bike
18 years+ FX , Ace, Misfit, Heist, Hooligun
21-35 Years Ace , Misfit, Heist, Hooligun
25- 45 Years Misfit, Heist, Hooligun
All age groups Hooligun

Product Positioning in India
Affordable to all income groups: Though CCW has bikes in premium and retro segment,
CCW intend to provide this status, class , luxury, off-roading, commuting at affordable price
to Indian customers. Price tag of our bikes is expected to start from 1.7L to 2.5L depending
upon bike. This price tag is highly competitive to competitors.
Customization through dealers’ outlet in coming time: CCW intend to provide Customized
bikes to auto enthusiast from showrooms directly, advantages of this customization will be
approval from all govt agencies which will be meeting all CMVR norms.
Weekend as well as commuting bikes : These bikes are highly affordable in terms of
purchase, maintenance etc. By understanding its design which is unique but simple, it can
be understood, these bikes can be used for off-roading, weekend rides, touring as well as
daily commuting to offices and colleges.
Off-roading and adventure bikes : Cleveland has bikes which will be used for off roading.
With strong product like FX and Ace scrambler, now it will be easy to go on adventure rides,
adventure sports. Off-roading was never so easy and affordable.

Advantage of CCW as brand
Parameter CCW Triumph HD UM Kawasaki RE
Initial cost Moderate High Huge Moderate Huge Low
Operating cost Low High High Low High Low
Off-roading Yes Yes No No Yes Yes
Adventure rides Yes Yes No No Yes No
Adventure sports Yes No No No Yes No
Weekend rides Yes Yes Yes Yes Yes Yes
Daily commuting cost
wise
Yes No No No No No
Touring Yes Yes Yes Yes Yes Yes
Scope of customization Huge limited limited limited Average limited

Technical advantages of Cleveland bikes
Simple Design : Simplicity has its benefits. But it is not easy to maintain simplicity. CCW
have tried to keep designs which gives vintage looks but at the time has added technology
to it which makes these bikes unique combination of Modern technology and traditional
looks.
Best in class ergonomics : These bikes are designed by keeping in mind you comfortable
seating posture.
Unbeaten comfort : suspension of these bikes is designed in such a way that it provides
comfort in long journeys, touring, adventure sports, off-roading etc.
Easy to maintain and service : Being simple is advantage in maintaining and up keeping of
these bikes, no unnecessary plastic parts. Parts are simple and easy to replace. CCW have
made these bikes to ensure lowest down time in case of troubles. There is no part in the
bike which is will be critical in case of accidental damages and technical failure. CCW aim to
put your bike on road within record time in this segment.
Best in class sound note : Beautiful sound notes of exhaust makes you unique in traffic and
catches attention of the others. You can feel proud of owning of CCW.

Technical advantages of Cleveland bikes
Parameter CCW Triumph HD UM Kawasaki RE
Simple design Yes Yes No No Yes No
Light weight Yes No No No No No
Easy to maintain cost wise Yes No No No No No
Easy to maintain parts wise Yes No No No No Yes
Reduced downtimes Yes No No Yes No Yes
Modularity of spare parts Yes No No Yes Yes No
Ease of Service Yes Yes No Yes Yes Yes
Service cost Low High high Low High Low

CCW Product Range
Hooligun X
Hooligun R
Café racer
Scrambler
Commuter
Commuter Café racer
Misfit
250cc / 500cc
FX
110cc / 125cc
Ace
250cc
FXx FXr
Heist
250cc / 500cc
Hooligun
450 cc

CCW's Ace is what CCW consider the
"standard" motorcycle. Beautiful design,
simple frame, low seat height & light
weight. The Ace is a great commuter and
perfect for around town with daily
highway jaunts. This is yet another
blank canvas
from CCW.
Ride it stock
or make it
your own.
It designed to
look the part
of your classic
standard motorcycle, with many upgraded features
that will not make it ride like a sled from the past. Comfortable seat height and
ergonomic rider position, the Ace Standard looks the part, with modern motor and electronics.
THA ACE
BRIEF SPECIFICATIONS
Displacement : 250 CC
Engine Type : 4 stroke, Air cooled
Max Power :10.5 kW@7000 RPM
Max Torque : 16.5 kW @ 5500 RPM
Brakes : Both disc brakes

CCW ACE – Variants and Application
Ace - Commuter
Ace – Café Racer
Ace – Scrambler

Misfit amplifies the key styling
features to create a whole
new design statement.
Larger Chassis for
added stability at higher
speeds. CCW have retained our
low seat height, but enlarged the
cockpit area for larger
rider's comfort.
More forward
wedge for a
sportier ride.
More
chiseled
fuel tank with
crisp styled
lines. The knee
indents on fuel
tank are deeper and
functional for knee down, deep cornering.
The Café seat cover can be removed to
reveal a flat passenger seat below.
Displacement : 250 CC and 500 CC
Max Power : 10.5 kW @ 7000 RPM
Max Torque : 15.8 kW @ 5500 RPM
MISFIT

CCW Misfit – Variants and Application
Ace - Commuter
Misfit - Café Racer
Misfit - Commuter *Prepared by : Vishal Kaware

THA HEIST
The idea behind the Heist was to keep it simple.
From a traditional frame, to a traditional style motor.
Simplicity has its benefits.
The lack of extra brackets, tabs and fake plastic
parts, also allows us to boast a very light.
The Heist was designed as
a blank canvas to allow the
rider to leave their own mark.
Simplicity is not easily achieved,
but CCW feel that a beautiful
balance was kept on the
final design. Ride it stock
or use it as a blank canvas.
It's great to start with a
solid platform to build any
custom from. The Heist is just as happy being
your daily workhorse as it is country roads.
BRIEF SPECIFICATIONS
Displacement : 250CC / 500CC
Engine Type : 4S, Air cooled
Max Torque : 15.8 Nm @ 5500 RPM

Heist
It’s Blank Canvas….Reflect yourself….!!

The FXx is not a dirt bike, it is not a
mountain bike, It is a cross between
the two. A small, light
weight bike that can take you to places &
allow you to do things that heavier & bigger
bikes can't.
The FXR, is a street
legal version of
the FX, headlight,
tail light and turn
signals with digital
dash with speedo
meter, RPM, trip
meter and gear
indicator. A fender
extension holds the
compulsory rear license plate light mount, light
& reflector. Getting the tires spinning and getting
the FX loose is part of the fun. The FX offers the
same experience as much larger machines, it just
allows you to push the limits. First gear wheelies, small doubles, single track trails, urban lots,
stairs, small jumps, now you are starting to understand what the FX was built for.
Displacement : 110 CC / 125 CC
Max Torque : 6.9 Nm @ 6000 RPM
FX

CCW FX
.
FXR
FXX

CCW - Hooligun & its applications
Hooligun R Hooligun X

Do you know what Does India ALREADY has ON it’s ROADS?

Some of the Kawasaki bikes in India

Some of the bikes of Triumph

Some of the Harley Davidson bikes in India

How will you earn from CCW stores?
IncomeSales Margin
RTO
Insurance Merchandise
Service
Customization

How will you earn from CCW stores?
Sales Margin : Healthy sales margins are offered
RTO : Income from RTO works
Insurance : Insurance will be done by dealer directly, so complete payout to
be received by dealer
Merchandise : CCW is planning to launch CCW merchandise in coming time,
which will be one of the major source of income for dealer. Income on
merchandising has no limit. It simply depends on you, what desire you have
Customization : This will be a biggest source of income. Customer spends
huge on customization to look different. Now it is you who can think how
much you can make through customization. It has simply no limits….!

What you need to have to be a dealer
Extra ordinary passion for business
Readiness to work hard on the ground
Commitment to deliver WOW effect to the customers
Long term prospective to look at this business
Financially sound background
Being existing Auto dealer will be a advantage. But not limited to.

Process for Getting CCW Dealerships
• Telephonic discussion
• General information
• Non Disclosure Agreement
.
• Financial information
.
• Personal meeting
.
• Issue of Letter of Intent

WHY CCW ?
Nobody provide Bikes / Canvas in India the way CCW does
Yes
It’s Unique
It allows you to Reflect yourself
First of it’s kind in India…!!
It’s More than just a bike, it’s
reflection of Yourself

Thank you
Vishal Kaware
Regional Sales Manager
Call for Dealership opportunities
Contact : Mail : vishal@clevelandcyclewerks.in
Phone : 8793619191

Clevelan Cyclewerks India Dealer awareness Document

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