October 8 2008.

Harley-Davidson and Buell have today announced the appointment of Stuart Farrell to the position of Managing Director for UK and Ireland. Stuart replaces outgoing MD Paul Stroud, while maintaining his role as Managing Director of the Middle East and Africa (MEA) subsidiary.

Stuart has worked with the Motor Company since1997 when he joined as Financial Planning and Analysis Manager. He quickly moved into the Distributor Markets where he was instrumental in establishing the Spanish subsidiary and introducing the Harley-Davidson brand to Russia. In 2004, Stuart was appointed Director of International Direct Markets (IDM) - a position that he remained in for three years.

During his time with the IDM subsidiary, Stuart helped to double the business in size while maintaining the same number of dealers and improving customer service levels. In 2007, he was once again instrumental in establishing a new subsidiary - this time with the opening of a regional MEA office in Cape Town, South Africa. He personally led the recruitment of the new team, which is responsible for sales, aftersales, marketing and dealer development.

With the subsidiary now fully functional and the dealer network providing outstanding levels of customer service, Stuart's responsibilities have extended to the growing UK and Ireland markets. The experienced Harley-Davidson employee will initially divide his time between Cape Town and Oxford before relocating to the UK over the New Year period.

"I'm really relishing the prospect of starting work with the UK and Ireland market immediately and one of my first priorities is meeting the 35-strong dealer network," says Stuart. "Harley-Davidson's increasing European focus and direction provides enormous potential for this market and I'll be working hard to ensure that the UK and Ireland has a louder voice within the Motor Company.

"UK motorcyclists' positive reaction to new motorcycles such as the Rocker C, Nightster, Fat Bob and XR1200 is evidence of the growing relevance of Harley-Davidson motorcycles in this market and I hope to help the existing team realise that potential. The Harley-Davidson experience is such a special and unique one, and I want to use this to frame the superb product offering with the likes of the XR1200 etc.

"My other key focus in this exciting new role will be using the experience I've gained in other subsidiaries to assist our dealer network in providing excellent levels of customer service."