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June 15, 2016

Harley-Davidson Is Heading for the European Market

In the beginning of May , thousands of bikers came to the Euro Festival Harley-Davidson , which took place in the small village of Port-Grimaud close to Saint-Tropez. The manufacturer of the iconic American motorcycles has a reason to pay special attention to Europe.

According to USA Today, the sales of Harley-Davidson in the US domestic market for the first quarter of this year have decreased by 0.5% in comparison with the same period in 2015. The sales in Europe, Middle East, and Africa, however, for the same period have increased by 8.8%.

The industrial designer of Harley-Davidson, Ben McGinley, believes that the US domestic market has no room for growth. The company should therefore develop at the international level.

One of the steps towards appealing to European customers has become the new XL1200CX Roadster. The company hopes for the successful sale of the new product in the foreign market due to its stylish design, which echos the classic Harley-Davidson motorcycles of the 50s and 60s, and the attractive price.

The US domestic market, however, was not abandoned to competitors. The company has launched a series of social commercials under the title Live Your Legend, aimed, among other demographics, at the younger generation.

Harley-Davidson has not forgotten about Russia. We should remember that the iconic American motorcycle manufacturer continued its “mobile roadshow tradition” this year. The route goes through 9 Russian cities and Minsk, the capital of Belarus.

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