Harley Davidson 2007 Annual Report Download - page 5

RUSSIA In 2005, the first Harley-Davidson dealership
opened in Moscow and the city’s first
enthusiasts anticipated an indulgent dealership
experience. Harley-Davidson had to find a
way to strike the balance between exclusivity
and Harley-style sensibilities. To meet in
MERGING W I TH M OSCOW’S
WAY OF LIFE
MUSCOVITES HAVE SOLID SPENDING POWER. WEALTH IS ON DISPLAY
EVERYWHERE YOU LOOK, GIVING MOSCOW A SENSE OF EXTR AVA G A N T
ST YLE. FINE RESTAURANTS AND FASHIONABLE SHOPS DELIVER OVER-
WHELMINGLY OPULENT EXPERIENCES, WHICH WELL-HEELED RUSSIANS
HAVE COME TO EXPECT.
Harley-Davidson began doing business in
Turkey in 1996 when it established its first
dealership in Istanbul. Since that time, an
enthusiastic following has developed among
the baby boomer demographic, complete with
a H.O.G. Chapter, regular group rides and events.
TURKEY’S BUSTLING ECONOMY HAS GROWN STEADILY IN THE L AST FIVE
YEARS. MOST OF THE COUNTRY’S POPULATION IS CONCENTRATE D
IN URBAN AREAS WHERE WESTERN AND TRADITIONAL TURKISH LIFE-
ST YLES MELD TOGETHER. THROUGH THESE CULTU R AL DY NA M ICS,
A NEW CUSTOMER GROUP IS EMERGING: A YOUNG GENERAT I ON OF
TURKS WITH A WESTERN MINDSET.
SHAPING THE SCENE
IN TURKEY
TURKEY
the middle, the urban dealership created a
traditional retail environment with a VIP twist:
a luxuriously furnished waiting area, lavish
food and beverages and a full wait staff.
Soon a second dealership opened in a
suburban luxury shopping village, alongside
high-end auto, jewelry and apparel retailers.
That store featured fine finishes and fixtures,
with the added touch of doormen to cater
more directly to high-income customers.
Growth continues. A new retail outlet opened
last year inside one of the most high-end
department stores in the city. The store-
within-a-store concept is a radical departure
from Harley-Davidson’s traditional retail
strategy. Today, the shop merchandises
motorcycles and apparel to influential
shoppers alongside other exclusive brands.
As the Harley-Davidson brand has come to life,
sales have tripled in Moscow since 2005.
Locals have a stylish new way to express
themselves and, as the middle class
begins to benefit from changing economics,
the future looks exciting.
However, to connect with Turkey’s youth
culture, Harley-Davidson Istanbul
decided to do things a little differently.
The dealership started a riding group
named Night Riders to generate interest
in a trendy, urban motorcycle lifestyle.
The group convenes on Friday nights to ride
to the hottest dance clubs and late night
cafes. Parking, entering and leaving together,
crowds can’t help but notice the group
riding genuine Harley-Davidson motorcycles.
The idea marries an attribute of Harley-
Davidson culture
— riding together —
to an activity interesting to young Turks
—
late night socializing. With more and
more riders joining the ranks of the Night
Riders, the effort has caught the attention of
Turkey’s young adults, giving them an authentic
way to express their lifestyle.