Harley-Davidson: New Latin America HQ

Motorcycle Industry News

As part of Harley-Davidson’s global expansion, The Motor Company has opened regional headquarters for Latin American sales.

The location Harley chose was Miami, Florida, which will take care of all Latin American Harley-Davidson sales.

Mark Van Genderen (Vice President and Managing Director, Harley-Davidson) says: "As part of its business transformation, Harley-Davidson is taking one of the world’s most iconic brands to the many roads of the world.

"This new regional headquarters is part of that transformation, and confirmation that Harley-Davidson is committed to fulfilling the dreams of customers in Latin America from Tierra del Fuego to the Rio Grande."

As Harley expects outside US sales to make up 40-percent of sales by 2014, it continues to strategically develop growth plans, saying the Latin America region is key to this plan.

Mark Van Genderen says: "Our new location will help us better and more quickly respond to our Latin American customer’s needs. Harley-Davidson’s increased focus on customers outside of the US is an exciting time for us, since many Latin American countries have well-established motorcycle cultures and thousands of avid enthusiasts."

Harley-Davidson has long had a presence in the region. In fact, archive records show our motorcycles winning races in Sao Paulo, Brazil as far back as 1918. More recently, the Company established complete knockdown (CKD) assembly operations in Manaus, Brazil in 1998, to better serve the needs of customers in the fast growing economy. Harley-Davidson motorcycles have also been sold in Mexico dating back more than 80 years, according to Harley.

The Latin America regional office, (which had been based out of the Company’s global headquarters in Milwaukee, USA) supports subsidiary operations in Brazil and Mexico, as well as operations in many other countries through the region’s Latin America Direct Markets group. All Harley-Davidson functions critical to development and support for the markets are represented in the new headquarters including: sales, marketing, dealer development, and others, Harley says.


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