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Harley-Davidson touts freedom and brotherhood in Manila

MANILA, MARCH 11, 2013 – The appeal of a Harley-Davidson bike has always been a mystery to the uninitiated. But for the fan, for those who are part of the “brotherhood”, the appeal lies in the beauty, the distinct roar of the machine and the image that comes with riding one. It is the ultimate vehicle that carries with it the image of a tough American biker, tattoos and all, riding on the highway. 

Now that a Harley dealership has opened in Manila, how will this luxury vehicle be received among Filipinos whose loyalties lay with alternative motorbikes, such as those functional yet relatively cheaper, Japanese-produced motorcycles? 
 
According to Arthur Harrow, general manager of American Motorcycles / Harley-Davidson Manila, “Harley enthusiasts relate the brand to freedom and adventure. Rather than a status symbol, the Harley-Davidson brand represents a lifestyle that fuels the passion for self-expression and the pursuit of dreams.”
 
The brand already has a cult following of 800 to 1000 existing owners in the Philippines, coming from different age groups. And the common denominator that binds them together is the affinity they have for the Harley-Davidson lifestyle.
 
The brand’s main thrust to those who are sceptical about the brand, and for those who are a mere step away from wanting the Harley-Davidson dream, is “freedom”. To communicate this during the launch, with the theme ‘Let Freedom Roar’ which was conceptualized by Ace Saatchi & Saatchi, close to a 90 bikers formed a motorcade to ride from the showroom along EDSA to the launch event “thus involving the existing community of Harley riders in Manila,” Harrow said of the launch event early in March.
 

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The motorcade consisted of 80 Harley-Davidson riders and traveled from the dealership on EDSA to the event venue in Bonifacio Global City, Taguig.

 
The parade of existing owners, instead of the tried and tested formula of using ambassadors, indicates that the brotherhood of Harley owners is alive and well.
 
“Freedom and brotherhood were the aspects of the brand highlighted during the launch,” Harrow added. And it seems that the brand will be heralding these aspects – two values that the Filipinos value as a nation – to appeal to the Filipino psyche. 
 
Although costing an arm and a leg, the brand is positioning itself as more than a status symbol, a far cry from other luxury items that set up shop in the Philippines. As stated in the Harley-Davidson Manila’s home page, the brand is offering enthusiasts to be a part of Harley-Davidson’s 110-year-old brand legend.
 
“Be part of the iconic Harley-Davidson brand and lifestyle….There’s an entire lifestyle of open road riding and bike customization waiting for all dedicated Harley Owners. We look forward to welcoming you into the Harley-Davidson Manila family.”  
 
 
 
 
 

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