Harley-Davidson® Motor Company Opens regional offices in Dubai

Despite a challenging global economic climate over the last 2 years, interest in the Harley-Davidson brand remains strong among riders and non-riders of all generations throughout the MENA region.

The MENA motorcyclists’ positive reaction to new motorcycles such as the Ultra Limited, Sportster Forty-Eight, Sportster 883 Iron and Dyna Wideglide is evidence of the growing relevance of Harley-Davidson motorcycles in this region. The Harley-Davidson experience is such a special and unique one, and the method is to use this to frame the superb product offering with the likes of the Sportster Forty-Eight.

‘I am excited to be a part of the strategy to strengthen the position of our iconic brand in the MENA region and to continue building on the success that started between two friends in 1903 in a wooden shed in Milwaukee, Wisconsin, USA. I will never forget the first time my dad allowed me to ride with him on the back of his motorcycle and immediately it became an instant dream of mine to own the best motorcycle in the world! For many of our customers it starts with a dream and a key reason for the success of Harley-Davidson in MENA is our outstanding dealer network’s ability to turn those dreams into a reality’ – said Paul De Jongh Country Manager Middle East and North Africa.

There are few iconic brands that epitomize freedom, self expression and a sense of belonging more than Harley-Davidson. The brand appeals to people because it offers a chance for them to demonstrate their individuality. The culture is as much about its unique style as the motorcycles themselves. It’s a brand that offers a lifestyle that brings together passion, power and an iconic style.

In the last decade, Harley-Davidson has been embraced by more and more people in the MENA region as more people discover a relevant lifestyle that sets free and individual. It’s great to be involved with a business where the objective is to fulfill dreams. I am always amazed with the ability this brand has to cross the boundaries of diversity, and how it provides people the platform for self expression and true freedom.

When you see a group of riders the motorcycles all look different because they are an artistic self expression of the rider. We always like to leave people with the question: ‘what does your dream Harley look like?’ Our investment in the MENA region also includes a stronger focus on HOG (Harley Owners Group). The group loves riding and having fun together while at the same time involving the whole family in the experience.

The team always work hard to make sure we do this in a safe and controlled environment and that’s why rider safety is a critical part of our focus in the region – and will continue to invest in safety programs through HOG to assist our dealer network and their respective HOG chapters to deliver industry leading safety standards through the ongoing training and development of HOG road captains, safety officers and rider training to new and existing riders.

Throughout the dealer network the customers in MENA are passionate people who share our love for the brand, freedom and self expression. There can be few places better to enjoy a Harley-Davidson motorcycle and our experience point to it being the right place to focus our business strategy on.

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Boiler Plate:
Paul started his career with Harley-Davidson in 2008 as Regional Manager and played an instrumental role in the setup of the MEA (Middle East & Africa) subsidiary office in Cape Town, South Africa. During his time with the MEA subsidiary, Paul helped to significantly grow the business in size while maintaining the same number of dealers and improving customer service levels. In 2009 he was appointed as the Country Manager for the MEA region. The region continued to outperform the market throughout the difficult economic climate and due to this the opportunity came along to split the region into MENA and SSA (Sub Saharan Africa). Paul accepted the role in late 2010 to establish a new subsidiary office and team in the MENA region. He personally led the recruitment of the new team, which is responsible for sales, after sales, marketing and dealer development throughout the MENA region. ‘Dubai was the logic choice for us due to its geographic location and focus on business development’. We decided to focus on establishing a local team and I believe we have found incredible talent to help drive our strategy forward’.

The MENA subsidiary forms part of the Strategic Growth Markets which enjoys an ever growing focus and support from Harley-Davidson Europe and Harley-Davidson Motor Company as the region encapsulates all the emerging market countries with above average potential for future growth.

The new regional offices will be located in Jumeirah Lake Towers in Dubai.