Harley Davidson 2007 Annual Report Download - page 6

AUSTRALIA
FUELED BY BUOYANT ECONOMIC CONDITIONS, AUSTRALIA’S APPETITE
FOR HARLEY-DAVIDSON MOTORCYCLES HAS BEEN VORACIOUS
OVER THE PAST FIVE YEARS. AUSTRALIANS IN RURAL MINING STATES
LIKE WESTERN AUSTRALIA AND QUEENSLAND HAVE PARTICUL ARLY
PROSPERED AS THE COUNTRY’S NATURAL RESOURCES CONTINUE TO
BE IN HIGH DEMAND GLOBALLY.
Australians living in these remote areas must
travel great distances to reach neighboring
towns
— often voyaging hundreds of
miles between cities. To foster the enthusiast
community, Harley-Davidson worked
to enhance every dealership experience in
FOSTERING AUSTRAL IA’S
RIDING COMMUNITY
When the Motor Company began doing
business in Korea, overcoming the utilitarian
perception of motorcycles was imperative
to getting consumers to value leisure riding.
Developing the Harley-Davidson lifestyle
was a necessity.
UNT IL THE LATE 19 90 s, TWO -WHEELED TRANSPORTATION IN KOREA WAS
ALL ABOUT GETTING FROM POINT A TO POINT B. THE IDEA OF A
MOTORCYCLE LIFESTYLE
—
WELL UNDERSTOOD IN THE WESTERN WORLD
—
WAS COMPLETELY FOREIGN IN THIS COUNTR Y.
CREATING A KOREAN
MOTORCYCLE LIFESTYLE
KOREA
the country, giving riders first-rate stopping
points along their journeys. Richardson’s
Harley-Davidson in Tasmania updated its
30-year-old business with a massive log
cabin-style store, reflecting the territory’s
tall timber surroundings. Inside, visitors
can browse Harley-Davidson motorcycles
and MotorClothes apparel, as well as
a display of vintage motorcycles. A large,
sit-down restaurant offers fare for the
hungry and a welcoming fire burns all winter,
fostering a gathering spot to meet new friends
and trade stories. And the youngest
enthusiasts can hang out in the Kids’ Club
play area while the grown-ups shop. The
dealership has become a favorite destination
for riders from all over Australia’s sprawling
countryside. And guests who initially came
for coffee and a peek at the Harley-Davidson
lifestyle have become frequent visitors as
the dealership cultivates customers from all
walks of life.
While instilling a desire for the freedom of
touring and the camaraderie of friends
was important to establishing the lifestyle,
Harley-Davidson took the country’s
cultural values into account to ensure a
relevant experience. Knowing that family
life is particularly cherished in the country,
plans evolved with “family” at front and
center. All Korean Harley-Davidson events
provide activities for family members
—
regardless of whether they ride or not. One
recent riding event, the Family Tour, invited
riders’ families to join the trip. Motorcycles led
the ride and coaches followed with family
members in tow. Every stop included family
activities
— rafting, games, dinner parties
and shopping
— to ensure the whole family
had a memorable experience.
Because of events like this, riders consider
Harley-Davidson motorcycles more than a
means of transportation
. T hey consider it an
activity that enhances their family’s lifestyle
in ways they cherish.