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Harley-Davidson revs up for more share
Publication Date : 17-09-2013
Harley-Davidson Inc is focusing on the international market as it revs up for more market share in areas outside its comfort zone of the United States, according to Bill Davidson, the great-grandson of the company’s co-founder William A Davidson.
“Asia is very important as we have exciting growth potential outside the United States, and we see that tremendous opportunity in Southeast Asia too,” said Davidson, who is also the vice-president of the Harley-Davidson Museum.
He said the company intends to grow the international market a little faster than its mainstay domestic market, as it already controls roughly 60 per cent of the motorcycle market in the United States, and that opportunities in other parts of the world did look attractive at present.
“When we move into newer markets like China and India, market research indicates that the demographics in these countries possess strong knowledge of Harley-Davidson, and that excites us, as it sets a strong foundation for us to build upon in the future,” he said.
In Malaysia, the Naza Group is the sole authorised dealer for Harley-Davidson merchandise via Naza Prestige Bikes Sdn Bhd, and is also the country’s biggest and largest motorcycle franchise holder in terms of brand portfolio.
Harley-Davidson is listed on the New York Stock Exchange.
Davidson was in Malaysia for the first time to launch the Asia Harley Days celebration in conjunction with Harley-Davidson’s 110th anniversary global celebrations.
According to him, the setting up of new factories in Asia could be on the cards too for Harley-Davidson.
However, nothing is concrete at the moment.
“We are looking at that, but are not going to do anything that doesn’t make good business sense for the company.
“We have completely-knocked down assembly operations in Menaus, Brazil, and if volume trajectory proves feasible, then we might do something similar in Asia,” he said.