Harley Thriving in Europe Despite Tariff War
Appealing to local tastes while maintaining its all-American spirit major key to Harley’s long-term success in Europe.
Coca-Cola. Kodak. Levi’s. American brands that have stood the test of time to become global icons. No matter where you go, you’ll find these brands thriving in the local market, uniting a new generation of fans with those who’ve adopted the brands a long time ago.
Harley-Davidson is another such icon, and nowhere is this best demonstrated than in Europe. Bloomberg says sales of Harley motorcycles and related products are thriving there despite the tariff war between the United States and Europe, a war that has pushed the MoCo to build Euro-market products in Europe for the first time.
While General Motors, Ford, and FCA are having a rough time selling their cars and trucks in Europe, Harley has been scoring goals since American soldiers rolled through the cities and towns of West Germany shortly after World War II. Not even AMF’s ownership of the MoCo in the 1970s could dampen demand for the latest and greatest from Milwaukee.
Per Bloomberg, the key to Harley’s success in Europe, then and now, is appealing to European tastes while maintaining its American identity. Thus, Euro-market Harleys are slimmer than those sold in the U.S., come with special options for customization, and even a Wi-Fi hotspot on board.
At the same time, the MoCo brought its owner-community model to Europe, one that is wildly successful there as it is back home. New Harley owners receive a free one-year membership to the Harley Owners Group, while Harley dealers all over the continent and surrounding islands serve as the focal point for everything from customer service to bike rallies.
Of course, it also helps that the MoCo’s American spirit resonates well with European fans. Harley Club Deutschland president Thorsten Knorr says when riders like himself buy a Harley, they “buy into a dream. They buy into a philosophy of life of freedom, of non-conformism and of owning something special.”
