The king of motorcycles has arrived
Second authorized Harley-Davidson dealership opens in Cebu
Among the giant American brands, like Levi’s, McDonald’s, Coca Cola, whose stars and stripes have reached iconic status through long-term, aggressive campaigns marked by consistent commitment to quality and an enormous following of die-hard customers, Harley-Davidson has emerged as king in the world of motorcycles. This American Leisure motorcycle manufacturer has opened its doors to its enthusiasts in the Visayas and Mindanao as it further reinforces the brand’s continued commitment to expand in the Philippines. The Cebu dealership is the second authorized dealership for the company in the country and is owned and operated by RDAK Global Motors, Inc.
Regan King, CEO of Harley Davidson Cebu, spearheads the dealership. King is a motoring enthusiast and an experienced businessman with extensive business interests throughout Central and Southern Philippines. His passion for the brand and his experience in the field will ensure that the iconic, world- class dealership will fully satisfy the needs of the Harley Davidson enthusiasts in the region.
“I am delighted to bring the Harley Davidson brand and culture to the community here in Cebu”, King says as he welcomes the media to the new dealership in A.S. Fortuna, Mandaue City. “Harley-Davidson is famous for delivering a premium lifestyle experience to its customers. We welcome everyone to experience the world of Harley-Davidson, and my team is looking forward to bringing the spirit of personal freedom to Cebu,” King added.
The new Cebu dealership offers the bestin-class after-sales services and original parts for the owners to customize their motorcycles. King also emphasized that the dealership will be arranging riding activities and gettogethers as part of the Harley- Davidson culture. “The Harley-Davidson is not only about bikes, but it’s also about the brotherhood, the camaraderie amongst the Harley- Davidson enthusiast,” King said.
Their service department is also geared to cater to the existing Harley-Davidson motorcycles in the region. King said there are over 50 units in Cebu alone and their might be more in the key cities of the region. “We have the best in our team. We have a Aftersales Manager who previously worked on Harley’s in the Middle East for twenty years. We also have a Lead Technician who has seven years experience in maintaining and fixing Harley’s,” King added.
With the dealership in full swing, King hopes to sell at least 7 units a month. “We want to attract the younger generations also to the culture. The new models have a modern look and appeal more to the young executives, even to the female enthusiast,” King explained.
My research has it that Harley Davidson as a worldwide brand has marketed this culture across a broad consumer population, particularly in the US where the brand hails. The profile of the typical Harley owner has steadily gone more younger during the past decade as more white-collar baby boomers have bought the bikes to fulfill a lifelong dream of owning a Harley-Davidson.