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Harley-Davidson Invests €700k in Romania Despite Low Sales

American motorcycle manufacturer Harley-Davidson has opened a new showroom in Bucharest, Romania, representing an investment of around €700,000. Its dealer network in the country is set to further increase in January, growing from 2 dealerships to 3, following an investment of €100,000. At the opening, Harley-Davidson Romania unveiled the new 2010 fashion and lifestyle collection.

This investment, however, took us by surprise, as the company sold just 40 motorcycles in Romania, compared to 70 in 2008. Harley-Davidson’s market share in the range of bikes above 651cc stood at 19.2 percent in third quarter, visordown.com reported.

“The showroom in Bucharest has been designed together with the architecture office of Harley-Davidson Europe and meets all the image and quality standards the company set worldwide. The project represented a total investment of €700,000,”
said Bogdan Bucurescu, managing director Harley-Davidson Bucharest.

The showroom in Baneasa is housing several Harley motorcycles, collectibles, motor-clothes, parts and accessories. The two-story 500sqm facility also includes an American style decorated 40sqm customer lounge. The 150sqm service department offers technical assistance and routine service work, among others. The facility also includes a 40-space parking lot. The company offers €500 discounts for Buell motorcycles already in stock.

“The new Harley-Davidson dealership in Bucharest strengthens the brand’s strategic position in the Romanian market and successfully represents our products and services, having the ability to keep Romanians’ interest in Harley-Davidson products alive,” said Marc McAllister, managing director of Harley-Davidson European Direct Markets.
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