HARLEY-DAVIDSON REJECTS ATK APPROACH
July 7 2010.

Harley-Davidson has quashed suggestions by ATK Motorcycles and reported elsewhere in the UK motorcycle trade press that the company may distribute its products through the Motor Company and its dealerships.

The niche American off-road motorcycle brand recently issued statements to announce that it hoped to market a US-assembled range of bikes as entry level feeder options through Harley-Davidson dealerships. However, Motorcycle Trader contacts confirmed that the suggestion, and subsequent approaches to authorised dealers had met with rejection.

As stated during the recent restructuring announcements, Harley-Davidson believes that the key to continued growth and success is through focus on the brand and the best Harley-Davidson customer experience is provided by solus dealers.

There has also been no approval for the use of ATK Motorcycles in the Riders Edge training programmes or for the provision of financing through the Harley-Davidson Financial Services provision.

Ignacio Isusi, Country Manager for Harley-Davidson UK and Ireland, says: "We have a strong network of dealers who are committed and loyal to the Harley-Davidson brand, in our markets as well as across Europe and the rest of the world. Therefore, it is inevitable that other brands are keen to piggyback their success.

"However, we are all focused on ensuring that we do not engage in any activity that could dilute the customer experience that our dealers are currently able to provide. We are already successfully reaching out to younger customers with our Sportster motorcycles, the Dark Custom range and the new Henderson Harley-Davidson XR1200 Trophy race series and we do not believe that ATK Motorcycles can add value to the existing Harley-Davidson proposition. "