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HARLEY-DAVIDSON AND BUELL
A new agency End of year registration figures for new motorcycles have confirmed that the UK market has remained largely static during 2006 (up just 1% compared with 2005), which has made life difficult for the majority of two-wheeled manufacturers. However, in stark contrast, sales of Harley-Davidson® motorcycles have shown an 11 per cent increase. In the past year, Harley-Davidson UK has undergone significant restructuring to strengthen the team, which sees the company begin 2007 with 17 people in place. To further enhance the new team, marketing and PR specialists RBP have been appointed to handle communications for Harley-Davidson and Buell. In addition to promoting Harley-Davidson® motorcycles and Motorclothes® there will also be a strong focus on the Buell® brand. Together with the Harley-Davidson® and Buell® UK team, RBP will be aiming to make the motorcycles more accessible to all media outlets. There will also be an increased level of interaction with the dealer network, which is due for significant expansion in 2007. It is an exciting time for the UK arm of the legendary American motorcycle manufacturer because the focus on European growth has never been stronger. Harley-Davidson and Buell’s Managing Director Paul Stroud is positive about the year ahead. “I am confident that both brands will go from strength-to-strength in 2007 and we’re confident that RBP will help communicate the fantastic product, accessory and clothing ranges we have to offer. We have many exciting activities planned to ensure significantly improved interaction with the UK press.” RBP’s Chief Executive Roger Burnett is also enthused. “Naturally, we are excited about working with Harley-Davidson and the heritage and unrivalled customer loyalty that goes with the brand,” he explains. “However, I am also personally excited about the opportunity presented by the Buell® brand. We are looking forward to becoming an extension of the Harley-Davidson® and Buell® UK team.”
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