American Brands That Failed to Sustain in India

American auto brands like Ford and Chevrolet are doing reasonably well in the world auto industry. It is hard to think of such big brands failing miserably in some markets, isn't it? Surprisingly, many leading American auto brands were doomed to fail in India.

Here are three brands that didn't pass the test.

Harley Davidson

You must be wondering what made the world's best-selling cruiser bike brand fail in the world's largest two-wheeler industry? For starters, the lack of full-scale manufacturing made Harley Davidson bikes costly for Indian buyers. The buyers had to pay a whopping 56% tax on Harley Davidson bikes.

Moreover, the brand could not break through the barrier that Royal Enfield had created. Unlike Royal Enfield, Harley Davidson was unable to make an affordable alternative.

It is also worth pointing out that Harley Davidson didn't have any local acquaintances. Most foreign auto brands joined with local partners to expand their reach.

Many Harley Davidson consumers also expressed issues with the service back-up of the brand. The bikes ran into several problems, such as worn-out brake pads and engine overheating. The extremely long wait that owners had to endure to get the parts replaced added fuel to the fire.

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General Motors

General Motors underwent several troubles during its tenure in India. It entered the Indian auto industry with compelling offerings such as Corsa and Astra. Even though the models had a decent takeoff, the company ran into troubles because of maintenance issues.

Another factor contributing to GM's failure in India is its poor resale value. During its 20 years in India, it withdrew 10 out of 20 models. For car owners, this translated to a reduced resale value.

Besides, barely any car in their portfolio included any modern technology. As the quality of their parts deteriorated, customers questioned the reliability of the vehicles. General Motors' cars could not compete with modern technology-equipped vehicles at the same price point.

You'll also notice that General Motor's global portfolio is pretty impressive and temping. But, we cannot say the same about the cars launched in India.

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Ford Motor Company

After a long run in the Indian auto industry, Ford announced that it would be withdrawing operations. Even with a portfolio of well-engineered and modern cars, the brand could not sustain itself in the Indian market. Being one of the first MNCs from the auto segment to drop in India, the brand misread the market.

Fortunately, Ford had a moment of celebration after the launch of the Ikon. But very soon, customers were slapped with high servicing and repair costs which translated to poor adoption of Ford's products.

Though the Figo, Endeavour and even the EcoSport were a bit hit with the Indian audience, the company failed to sustain the success with newer models. We will see CBUs coming to the country though  

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Unfortunately, these US auto brands couldn't make it big. Which American auto companies do you think can come back to India?