HARLEy-DAviDSON & BUELL DEALER PROSPECT HANDBOOK

CONTENTS
• Introduction
• The dream
• The mission
• The people
• Our values
• The business
• The organisation
• The figures
• The products
• Harley-Davidson ® Motorcycles
• Buell ® Motorcycles
• Genuine Motor Parts & Motor Accessories
• Motorclothes ® range
• H-D financial services
• Do you think you’ve got what it takes?
• What you can expect from us
• What we expect from you
• The appointment process
• F.A.Q.S
Disclaimer This document is a working handbook for prospective
dealer candidates. Its purpose is to ensure that the Harley-Davidson
and Buell brands are suitably represented within Europe, the Middle
East and Africa. The information provided is intended solely for
the purpose of selecting the right partners for our company. Any
investment and expenditure made by the applicant in anticipation of
Harley-Davidson entering into a Motorcycle Dealer Contract are at the
applicant’s sole risk and do not in any way obligate Harley-Davidson.
Products and services described within this book may vary by market.
HARLEy-DAviDSON ® & BUELL ® DEALER PROSPECT HANDBOOK
IntroductIon
Dear Prospect,
Thank you for your interest in joining our
world famous dealer network. Working for
our unique brand is quite an experience.
And that’s what Harley-Davidson is all
about – living an experience. But it also
has a great business story behind it.
Did you know that…
• Harley-Davidson sells more than
300,000+* motorcycles a year,
generating high revenues across
motorcycle and accessory sales?
• Harley-Davidson is the oldest motorcycle
brand in the world with continued
production for over 105 years?
• With over 1 million members, the Harley
Owners Group ® is one of the largest
enthusiast groups in the world?
• Harley-Davidson has more than 1300
authorised dealerships worldwide, of
which around 400 are in Europe, the
Middle East and Africa?
And we’re not stopping there. In the past
several years, we have invested many
millions of dollars in products, services,
marketing and infrastructure for Europe.
But our greatest need is to put our
brands and our products in front of our
current and prospective customers and
connect with them – and to achieve
this, we are looking for exceptional
dealer candidates. Candidates with an
understanding of our products, markets and
customers and with an appetite for success.
We ask a lot from our dealers. But
we also offer a lot in return. A long term
partnership. An opportunity to become
part of the world-wide Harley-Davidson
family. And an opportunity to earn excellent
returns on investment.
The objective of this brochure is to offer
you a specific and focused handbook to
work through the appointment process.
If you like what you see and if you feel
you are the right candidate for opening
or acquiring a Harley-Davidson & Buell
dealership, then we would like to explore
the opportunities with you. Feel free to
contact your local Harley-Davidson & Buell
Dealer Development staff with any queries
you may have.
Happy reading!
The Dealer Development Team
Harley-Davidson Europe,
Middle East and Africa
* Please visit www.harley-davidson.com for the latest figures
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