16 Nov 2016
Legend Rolls into Hong Kong
Harley Davidson’s flagship showroom and concept store opened in Chai Wan in January 2016. According to David Neilsen, Dealer Principal, Harley-Davidson of Hong Kong, it is positioned as “a showcase for what urban Harley-Davidson riding looks like.”
Harley-Davidson has been represented in the Hong Kong market since the 1990s under various ownerships, Mr Neilsen explained. The new dealership is not only about selling motorcycles, but represents “a serious step towards cultivating the riding culture in Hong Kong,” he said.
“We offer a unique experience for our customers that is true to what Harley-Davidson owners have experienced around the world. That experience is about welcoming people into a family of riders who thrive on fulfilling their dreams of personal freedom.”
Region of Growth
Peter Mackenzie, Managing Director of Harley-Davidson Asia Emerging Markets, expressed his confidence in the new dealership. “We are looking to grow a trusted network of independently owned dealerships in Southeast Asia to make our products more accessible to motorcycling enthusiasts in the region.”
The new dealership in Hong Kong, “which has a landscape suitable for motorcycling,” will help to achieve the brand’s vision, he added.
Asia-Pacific is an important region in Harley-Davidson’s strategy to develop an increasingly diverse, global customer base, Mr Mackenzie said. “With a burgeoning middle-class segment having more disposable income, consumers in Asia-Pacific are set to move up the value chain – going from utilising motorcycles just as mobility devices, to seeing them as a choice that is reflective of a lifestyle.
“The 200-1200cc motorcycle market in several ASEAN countries with the largest populations, such as Indonesia, Thailand, Malaysia, the Philippines and Vietnam, has grown steadily from 2011-2015, so naturally these markets represent potential growth for the brand,” Mr Mackenzie continued. “Furthermore, as young urban adults in these markets enter into the middle-class strata, this is also a segment that represents potential as we look to bring new riders into the brand.”
Harley-Davidson’s Asia-Pacific headquarters was established in Singapore in 2011. However, Mr Neilsen said that the Hong Kong flagship would serve as the headquarters for the independent dealer group. “We are looking to grow the network to 10 dealerships and four retail stores by 2026,” he said.
According to Mr Neilsen, the 8,000 square-foot Hong Kong lifestyle store seeks to offer customers an authentic Harley-Davidson experience. “Home of motorcycle sales, service, clothing and Harley-Davidson related products, together with a mini café, our chic showroom offers a holistic celebration of individuality that Harley-Davidson always values.”
Set within a mosaic of industrial and residential areas, the spacious venue in Chai Wan on Hong Kong Island is the perfect setting for vibrant spirits to enjoy themselves, he continued. “Most importantly, the neighborhood is ideal for test rides for new and experienced riders alike.”
The dealership has recruited certified Harley Davidson master technicians with a minimum of five years’ factory training to its Hong Kong team.
Well-known Hong Kong composer, producer and designer Mark Lui was also invited to artistically collaborate with the brand by customising a series of Harley-Davidson motorcycles in a special colour scheme. Mr Lui is himself an enthusiast who has owned four Harley-Davidson motorcycles since 1993.
Mr Neilsen said the new concept dealership is off to a great start during its first 10 months of business.
“We believe the recent success of our dealership in Hong Kong and the future plans we have are a tell-tale sign of the great things that the Harley-Davidson Motor Company has planned for this region.”
Harley-Davidson of Hong Kong