Harley-Davidson Motorcycles That Will End The Year With Profits
The head of the brand faces the future with the mind set on its flagship product, after separation from the production of the ‘Buell’. A new directive group took the reins of U.S. Harley-Davidson (HD) this year to, among other things, redirect a business project through its most difficult situation since the 80s, when the firm was about to disappear.
The numbers of the mark hold up, but do not go well. The third quarter ended down 21.3% in sales (slightly better than the first two quarters) and net income of the mark fell to 26.5 million versus $ 166.5 million for the same quarter of 2008, representing a decrease of 84.1%.
The first victim of this new policy has been Buell. The last Dec. 18 Harley-Davidson decided to finalize the production of its sports brand after 25 years of progress. Many of its 180 employees have been repositioned in the matrix, but most of the factory personnel will leave the company by way of early retirement.
Josep Graner, head of the brand to Spain and Portugal recognizes that the decision has not been easy and that the company faces the future with the mind set on its flagship product, the Harley-Davidson motorcycles.
New leaders, new momentum. Do you agree?
It really is that, although the strategic lines are the same. This new directive (85% of executives were not before) gives more importance to the international growth of Harley-Davidson (40% of global sales in 2014 must come from international markets) and that this growth will be a unique approach to brand HD.
After many years of profits and the latter so hard, how Harley-Davidson will end this year?
HD is one of the few brands of motorcycles that will close the year with benefits, this helps to power and that conveys the brand values. We have focused the organization on doing what we always knew to do better and, after adjustment in a good position to continue gaining market share worldwide.
And in Spain?
The HD brand is stronger than ever in our country, the recession has affected us but unless the rest of the sector have gained 2 points of market share without having lost a single dealer. No doubt great news that comes to endorsing the business model of HD. We have sold more Harley-Davidson in the second half than the first, and we three consecutive months of sales growth, which makes us more optimistic for 2010, plus the knowledge that we already have over 250 orders for delivered next year.
Portugal is now also under his supervision How is it working?
The Portuguese network has been reduced from seven licensees to four (Faro, Lisbon, Pombal and Porto) and the year has been good in terms of number of units sold. In 2009, we sold about 180 bikes and the forecast for next year is 240. This would be a two point gain market share.
Harley-Davidson returns to bet on its own with more models for 2010 Have you left the crisis behind us?
Fruit of the approach in the HD brand, this year we launched five new models, and in 2010, there will be many more new features and technical improvements to our products, always keeping the design and feeling of what it has to be a Harley-Davidson. Work is also in the new collections of clothes, both technical and lifestyle, and we are expanding the catalog of accessories that Harley-Davidson has no equal worldwide. During difficult times, is when it touches put all eggs in one basket, and we are already doing.
Where the company will put more emphasis in the U.S. or Europe?
The growth of HD in the coming years, at least until 2014, will come from international markets, reaching 40% of global sales (currently at 30%) and Europe is the most important part of this thrust . In our strategic plan, there is a large investment in resources to support this growth, as well as products tailored to the needs of the European market. A clear example is the new XR1200X, a true HD, designed by and for the European market.
December 18 “we have a final farewell to Buell or a long goodbye?
Harley-Davidson has decided to shelve production Buell. This means that on 18 December 2009, was the last day of production of a brand with 25 years of existence. Harley-Davidson dealer network and its officers will continue to provide two year warranty on new vehicles and those who still have warranty. It will continue all Buell in the market and ensure the supply of parts for at least 10 years, twice what the law requires. The group does not sell the Buell brand, it remains the property.
Is it true that demand has increased since the announcement of the cessation of production?
Buell demand has skyrocketed worldwide, and Spain is no exception in December Buell registrations have been half of the HD, something that never happened. There was a huge latent demand for the brand that customers are going to be your last chance to own a genuine Buell and then many customers want to enjoy what is on his way to becoming a legendary motorcycle, collector and worship .
“There has been speculation about the future founder of what will be Erik Buell?
At first the idea was that Erik would join the HD development department, but eventually he decided to stay tied to the brand and provide logistical support to the many racing teams that use these bikes. Back to his roots.
What HD MV Augusta will it not an interesting offer?
The decision to sell MV Augusta is a firm decision and we will not back down. I see no problems in reaching future agreements, we are interested in selling and MV Agusta is a legendary brand and have just renewed all its models.
What condition are the dealers? Are they going to have some sort of assistance to facilitate the divestment of Buell?
Harley-Davidson has offered advantageous conditions to all dealers who have joined this program, to assist in the transition.
The Barcelona Harley Days again next year. I suppose it’s professional success while personalRealmente, to repeat the experience at the Barcelona Harley Days with more than one million visitors, without incident, we are proud, yet forces us to excel.
An entire life tied to the two wheels
Born in Bellpuig (Lleida), Josep Grañó is licensed and specialized MBA from ESADE Business Strategy, and his life has been linked to the motorcycle world since childhood.
As he explains “were my parents who instilled in me this hobby. At the professional level, great start to his career shows the hand of another myth, the Spanish Derbi, to which comes after two years as an auditor for Arthur Andersen.
Get several international awards with the creation of the Senda R and SM and positions the brand as a leader in Europe in the mopeds segment gear.
After three years as head of the Barcelona office of the portal Telepolis, Josep great return to the world of the bike and CEO of the American shows in Spain, taking responsibility for the launch and marketing subsidiary of the Buell brand. With all that has managed to multiply sales by 3.5 times in the last four years.
