Harley-Davidson Opens Regional Office in Dubai

Harley-Davidson is known to be an incredible brand that unites everyone under one umbrella and riding is an uplifting way to express emotional experience compared to anything else. There is a sense of freedom, expression and escaping from daily routines. Harley Davidson’s enthusiasts in the Middle Eastern are also enjoying the same sense of freedom. This has encouraged for the opening of Harley-Davidson Middle East and North Africa (MENA) office, which has recently launched in Dubai.

Located in Al Mas Tower in Jumeirah Lakes Towers (JLT) free zone, the new office aim to cater to will cater to all regional requirements for dealers and enthusiastic riders.

Paul De Jongh Country Manager Middle East and North Africa said during the launch, “The Harley-Davidson motorcycle became the means to adventure, a way to discover new places and to do new things. It is a unique piece of design combining unsurpassed style and engineering. With the opening of our new regional office in Dubai, we will be ready to cater to all our customers’ needs, expand to new countries, support our respectable dealers, and strengthen the position of our iconic brand to continue building on the success.”

While guest of honor, H.E Mohammed Ben Sulayem,  President of the Automobile and Touring club of the United Arab Emirates (ATCUAE) added,“We at the ATC represent the FiM which like us is also engaged in touring activities which is also a culture in Harley-Davidson. The way Harley-Davidson raised the standards of motorcycles through promoting their long heritage in the region is tremendous. To Harley-Davidson it is more than just riding a bike; it is also a social activity that can also help promote safety on the roads for bikers. I would like to thank them for this invitation and I wish them all the best and encourage them to work with our touring department sometime in the near future.”

Interests in the Harley-Davidson brand remains strong amongst riders and non-riders of all generations throughout the MENA region. “Thanks to our regional dealers that have worked hard to represent the brand experience and give people a platform to enjoy the freedom of the open road. Throughout the dealer network the customers in MENA are passionate people who share our love for the brand, freedom and self expression” says Elsa Abi Nader, Marketing Manager of Harley-Davidson MENA.

“Beyond deepening relationships with current customers, the brand will consider expanding its growth strategies to include new dealerships efforts within the existing delivery network.  Historically, we always rely on a good demographic market to identify opportunities for growth.  With our regional office based out of Dubai, we will be ready for a promising expansion taking into consideration the market opportunities” says Stuart Farrell, Managing Director of Strategic Growth Harley-Davidson UK

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.  The brand has the ability to cross the boundaries of diversity and provides people the platform for self expression and true freedom.

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