As part of its international brand expansion, Harley-Davidson has opened an Asia Pacific regional office in Singapore. Before the official opening, which occurred May 19, Harley’s regional office for Asia Pacific was based in Milwaukee.
Matt Levatich (President and COO, Harley-Davidson) says: “This office is brick and mortar proof of Harley-Davidson’s commitment to the Asia Pacific region and to introducing the brand’s ideals of individuality and self-expression to more customers here.
“We are excited to be opening this new office because now we are in a better position to support the growing number of customers across this region who are eager to take part in the unique Harley-Davidson experience.”
The Singapore office will help Harley with its strategic growth plan, and The Motor Company expects that retail sales of new Harleys outside of the U.S.A. will exceed 40 percent of the total by 2014.
Harley says in 2010, international retail sales were 35.5 percent of the Company’s total unit volume, with the Asia Pacific region accounting for 9.4 percent of Harley-Davidson’s retail volume.
This is Harley’s latest effort at expanding international sales, but far from its first. As early as 1912, Harley archives show sales in Japan, and Harley says Australia is home to the oldest continuously operating Harley-Davidson dealership outside of the US, established in 1918.
Dave Foley (Vice President and Managing Director, Harley-Davidson Asia Pacific) says: “We have a rich history in the region and this hub will help continue the storyline by bringing us closer to our customers and better able to make their dreams a reality.”
The company reports that all Harley-Davidson functions critical to development and support for the markets are represented in the Company’s new Asia Pacific headquarters including sales, marketing, dealer development, and others.