That icon of American freedom and passion to ride on the vast
open highways, Harley-Davidson, has just ridden into Shanghai with
the opening of its second store in Chinese mainland.
The Chinese riding adventure may not be as easy as in other
countries but Jim Ziemer, chief executive officer of
Harley-Davidson, is confident that the Chinese market is a growing
one for the US firm.
"This opening (of the store) represents another significant
milestone in our entry into what we believe will be a growing
market for Harley-Davidson," Ziemer said at the weekend opening
ceremony of the outlet.
The Shanghai Harley-Davidson store is the second one for the
Milwaukee, Wisconsin-based company under its partnership with Feng
Huolun, marking the American icon's expansion to the eastern China
region.
The showroom, located outside Shanghai's Outer Ring Road, offers
the company's imported premium American-built motorcycles costing
from 80,000 yuan (US$10,810) to over 300,000 yuan. It also sells
parts, accessories and Harley's famous leather jackets.
However, the ride to China may not as easy as in other
countries. Motorcycles, especially those with big engines, face a
lot of riding restrictions that prevent them from major roads and
highways in many Chinese cities. Shanghai banned registration of
private motorcycles in 2002.
The Harley-Davison motorcycles, popularly known as Harleys, sold
in Shanghai are only allowed to ride outside the city's Outer Ring
Road and owners have to register their bikes in Beijing, Gerry Wan,
general manager of Shanghai Harley-Davidson, said.
Ziemer said he will also meet government officials to discuss on
how to develop the leisure motorcycle market during his visit to
China this time.
With the opening of the showroom, Shanghai Harley-Davidson joins
a network of over 1,300 dealers in more than 60 countries.
Harley-Davison opened its first store in Beijing in April last
year as China's commitment to the World Trade Organization helped
to reduce import tariffs and ease its import quota.
More than 100 Harleys have been delivered within one year of the
store's operations, Hollis Zhao, general manager of Beijing
dealership, claimed.
For a 30-year-old government employee surnamed Qian, the "Harley
Davidson represents a culture, a lifestyle of freedom and passion"
as he joined dozens of Harley motorcycle enthusiasts at the opening
ceremony of the bike's store.
Qian is already planning to trade his original Harley for a more
powerful version.
(Shanghai Daily November 5, 2007)
