All over the world, the iconic American motorcycle, Harley Davidson, is a passionate affair. Having, over the past two decades, changed its image from the machine for lawless bikers and heavy metal rock stars to a “statement of freedom and uniqueness” by well-respected individuals. Harley Davidson has matured and the company now also draws its clients from middle-aged professionals in the middle-to-upper management echelons. Steeped in history and tradition, in the Middle East, Harley Davidson has had several high-profile devotees, first and foremost the late King Hussein of Jordan, famous for his rides in the desert, his son now continuing the tradition.
No other motorcycle in the world gets the same devotion as a Harley Davidson. For enthusiasts, it is more than a muscle machine decked out in chrome. “Harley Davidson has a story — it’s the spirit, the people, and the way of living,” explained Marwan Tarraf, general manager of Bikers Inc., the Harley Davidson dealership in Lebanon.
Saudi Harley rider Abdelmenem Addas, owner of a Heritage Classic, banker, teacher and activity officer for HOG (Harley Owners Group) Saudi Arabia, described the culture of Harley Davidson by saying that firstly it represents the idea of “American freedom” — of traveling down an open road with the wind in your hair — and second, there is the idea of brotherhood and team spirit. Many of the region’s riders have either lived or studied in the US where they were first introduced to the Harley culture, or are expatriates living in the Gulf.
No lawlessness here
However, the region’s riders are far removed from lawlessness. Addas insisted, “We obey the strict traffic rules such as wearing helmets, signaling, and keeping space between bikes.”
Performance-wise, Harley cannot compare to other motorcycles on the market — but what it can offer is a unique experience. Its special V-engine, which gives the motorcycle its signature look and sound, also provides a feeling specific to the brand. “I bought one five years ago and loved the feeling,” said Karam Attallah, general manager of Lebanon’s Gefinor Finance and owner of a ‘04 Road King Classic.
Harley Davidson is also a marketing phenomenon with apparel and accessories designed for biking and casual wear. In addition, the logo can be found on items ranging from mobile phones to limited edition Ford Trucks. In recent years, the spirit of Harley Davidson has been used to sell everything. It’s based on the idea of community, Tarraf explained, “When you buy a Harley, something changes in your life. You then belong to a specific interest group that wants to share this with other people.”
Public perception of the motorcycle also plays into it. “It is how people perceive you that makes you want to own one,” said Ahdi al-Hunaif, rider and author of the Kuwait Chopper blog, “how everyone warms up to you on the streets, how kids wave to you at a traffic light, how old men ask you questions and give you the thumbs up.”
Money — as in, having it — also plays a role. “Harleys are not cheap,” explained Tarraf, “so buyers tend to be upper-middle class. There are people who own five bikes and never ride and then there are others who save for years and ride their bikes everyday.”
While the average Lebanese rider is around 35 years old, global statistics indicate that Harleys are mainly popular with the over-45 crowd, with incomes hitting $80,000 and above. However, with so many statistics, the reality is extremely varied. As Tarraf related, “We have a rider who used to sell fish in California and came back. He went to hajj, prays five times a day, his wife wears a veil and he has a Harley that he loves. He lives in the south, has to drive over two hours for a one-hour ride and rides back. Now he meets with a guy like Karam, and their lives are so totally different, but they share a passion for Harleys.”
On the low end, a new Harley costs around $15,000, and prices then can climb up to $60,000, although the average price is about $20,000. The two top selling models are Soft Tails — such as the Fat Boy, popular for city riding — and Road Kings — the larger touring class made for road trips and traveling.
“Usually, people who don’t know much about Harleys come and ask about the Fat Boy. But once they get to know Harleys better, they begin to want to buy a bike that suits their usage,” said Tarraf.
Another popular category is the Sportster family, which are smaller motorcycles that some who have touring motorcycles buy as a second bike. A recent addition is the V-Rod, a speed bike, created with a Porsche-designed engine for greater performance.
Customization
Customization and modification allow the rider to become the true owner of the motorcycle. Almost everyone customizes his bike. “You can buy a motorcycle and make it look like you,” said Tarraf. “That’s where Harley succeeded most; they give you a motorcycle that has the possibility of being a work of art.”
It is also a domain where a lot of revenue is generated. Customizations can double the price of the bike, if not more. Changing the handlebars, adding accessories, paint jobs — anything up to the engine can be changed. Added al-Hunaif, “It is about showing off your latest creations, making people see what type of a person you are, because in reality, each bike shows a piece of that person.”
Dealerships in the region
The dealership is an integral part of the Harley experience offering, alongside service and customization, a social forum to interact with others who share the same passion. They also provide the safety training needed to operate the bike.
Over the years, regional dealerships changed considerably. “I’ve been riding for 15 years. I remember I used to go to a Harley dealership in the States where you’d find this bearded guy with feathers all around, very rude — he wouldn’t even talk to you — and now you go to a Harley dealership and you see a younger generation managing and people that are so nice, who answer all of your questions and try to help you out. You don’t see the old guys anymore. Harley had to clean up their image; there is a new trend because they want to sell to non-traditional Harley riders and get a wider clientele.”
In Lebanon, Harley Davidson has a long history. According to Tarraf, the first Harleys were brought to Lebanon in the 1950s, imported from abroad. Ten years later, the Lebanese police began buying the motorcycle for its force. A formal dealership was set up in 1977 only to be closed after importation difficulties resulting from the civil war. In the 1990s, after the civil war, the police began selling their stock sparking an interest that led to the reopening of the dealership in 1995. However, it closed again in 2000 and in the ensuing years, few Harleys were imported. This, in turn, prompted Tarraf to obtain the dealership license, opening his doors to old-time riders and new clients in 2007.
Originally, he expected to sell only 20 motorcycles. Demand far outpaced expectations and by early 2008 he had sold around 70 bikes — not bad for a tiny country in the midst of turbulence.
The first dealership in the UAE was established in 1989, operating out of a hangar at the Abu Dhabi International Airport. It expanded to Dubai in 1992 and since then has been established in both emirates. Sales are just under 500 bikes per year. “There isn’t a model which we don’t sell,” said Marcel Bode, general manager of Harley Davidson of the UAE. For him, it is the influx of expatriates that is growing the market, something that can be observed when looking at other GCC markets as well.
Dealerships have appeared in other Gulf states since the late 1990s, and can also be found in Egypt and Morocco.
HOG chapters
Owning a Harley makes you a part of a global club. The Harley Owners Group (HOG) was established by the company in 1983 in response to a growing need to provide a forum for riders where they can interact with other riders and organize rallies to show off their bikes. The forum went international in 1991, established through local dealerships. Belonging to a HOG chapter means that one is part of a global network of riders and has access to other chapters’ rallies. “If you are a HOG and you meet another HOG from Idaho, there’s always something to talk about,” explained Tarraf.
In the region, HOG chapters are quite active. The first Middle East HOG Rally was held in Muscat in 1999 drawing over 200 bikes. The next one saw an increase to 300 and sparked a competition with Dubai. The Middle East HOG Rally continues as an annual tradition, to which rallies throughout the region have been added.
Saudi Arabia’s HOG chapter has nearly 1,200 total members, according to Addas, activity officer for the group. Nearly 70% of its members are expatriates from the US, France, Switzerland and Germany. Even with the strict social regulations, in places such as Jeddah wives and girlfriends are able to ride on the backs of bikes. The group is very active and has been used to promote tourism in the country. Last year, a ride from Jeddah and continuing up to the Durrat al-Aroos beach resort, 60 km north of the city, was supported by Mecca’s governor, Prince Khaled al-Faisal, Jeddah’s governor, Prince Mishaal ibn Majed, the General Presidency of Youth Welfare’s Saudi Motor Sport Committee and the Jeddah Chamber of Commerce and Industry, and given a police escort. And, exemplifying that the brand has come a long way from its early days as the bike of choice for motorcycle gangs and outlaws, Harleys could even be used to promote peace and understanding in the region. One day, so Addas hopes, he will be able to organize a ride from Mecca to Medina and then ending in Jerusalem, if he could secure the authority needed. “I think it would send a message to the world that we want peace.”
