Biking brand's road to China's fast lane

Q&A | Joanne Kao

Joanne Kao, managing director of Harley-Davidson China, speaks with China Daily in an e-mail interview about the brand's development on the mainland.

What are Harley-Davidson's plans for the Chinese market?

Compared with other markets, China is a new market for Harley-Davidson. It has developed rapidly and become one of the most important ... markets in the Asia-Pacific.

Since entering the Chinese market in April 2005, Harley-Davidson has spared no effort to expand the dealership network. At present, Harley-Davidson has a comprehensive sales and service network across 15 major cities in China - Beijing, Shanghai, Qingdao, Wenzhou, Dalian, Chengdu, Fujian, Suzhou, Wuhan, Tangshan, Chongqing, Tianjin, Hangzhou, Changsha, Guangzhou and Xi'an. We wish to further develop the dealership network in China. We welcome more potential competent dealers to join our big family and contribute to the promotion of the top-level leisure motorcycling culture.

Can you provide any sales figures for Harley-Davidson on the mainland?

Although we can't disclose the sales revenues, I am very proud to say that we have achieved many business successes since our entry into the China market. Since 2005, our sales goal has risen significantly every year. We feel very optimistic about Harley-Davidson's development in China.

Given the cultural differences between the US and China, how does Harley-Davidson reach potential customers in the Chinese market?

Harley-Davidson is bringing the leisure-riding lifestyle to China by redefining motorcycling as a fun, exciting and prestigious activity that appeals to the growing number of successful, dynamic individuals in the country.

Harley-Davidson promotes this lifestyle through its whole experience - organizing more activities and dialogues with local customers based on our customer-led approach. For example, annual HOG (Harley Owners Groups) rallies have been organized since 2009, guiding dealers to establish local HOG chapters and organize riding events.

What's more, Harley-Davidson has been proactively promoting its brand and products through marketing and PR activities, such as participating in major auto shows in Beijing, Shanghai, Dalian, Chengdu, Xiamen, among others; cooperating with other brands to offer the Harley-Davidson's genuine experience to all target audiences; and initiating the first-ever motor clothes fashion show in China.

Harley-Davidson is committed to the long-term development of the China market by providing premium products and services to riding enthusiasts and new customers. In China, compared with customers in second- or third-tier cities, those in first-tier cities accept the concept of leisure motorcycling much easier.

Chinese customers are attracted to the unique Harley-Davidson culture and experience that Harley-Davidson motorcycles have always been synonymous with - open roads, raw power and good times.

Do you have any plans to open a manufacturing facility on the mainland?

Harley-Davidson has no plans for manufacturing in China. The prime target of Harley-Davidson in China is to bring the adventure, prestige, friendship and realize the dream, which comes with owning and riding a Harley-Davidson motorcycle, to China ... All motorcycles sold in China through our dealerships are imported from the US, where Harley-Davidson Motor Co has its production operations. We may have some of the apparel and accessories produced in other parts of the world, where we can source quality materials and manufacturing processes.