Harley Davidson 2010 Annual Report Download - page 16

AUSTRIA
The global appeal of the Harley-Davidson brand is
undeniable. It unites riders drawn by the unmistakable
look, sound and feel of a Harley-Davidson motorcycle —
riders who will accept no substitutes. And among riders
and non-riders alike, Harley-Davidson’s brand recognition
and ranking across cultures and nationalities is among
the strongest of the strong.
We’re applying our customer-led principles of local
insight and personal relevance, from standout rallies like
European Bike Week in Faaker See, Austria, and Fuji
Blue Sky in Japan, to the camaraderie of Harley Owners
Group® chapters in more than 70 countries.
In 2010, international markets accounted for more
than 35 percent of all retail sales of new Harley-
Davidson motorcycles, up from about 25 percent just
four years ago. By 2014, we anticipate that number
will surpass 40 percent.
To fuel that re and stoke the passion of riders
around the world, we continue to grow our international
dealer network.
At the same time, we are strengthening the Motor
Company’s in-region teams and operations in ways
that allow us to maximize the effectiveness of our
international expansion.
It all adds up to delivering our powerful brand
globally in distinctly local ways.
Growing Our Global Bootprint
28 Customer-led Experiences 29
MEXICO
In 2007, Harley-Davidson ranked
number 6 in the European heavyweight
motorcycle market. By year-end 2010,
we climbed to Number 2 on the strength
of products like the Forty Eight® and
Iron 883™, outstanding dealer experiences
and operational effectiveness across
the board. It’s no small achievement on
the home turf of the sportbike.
New dealerships
like Queretaro, Mexico are part of
Harley-Davidson’s expectation
to add 100 to 150 international
dealer points over a ve year
period through 2014.
FRANCE
INDIA
JORDAN
JAPAN CHINA
SWITZERLAND IRELAND
Harley-Davidson, Inc. 2010 Annual Report