Harley-davidson, the iconic and globally recognised US motorcycle manufacturer, will soon be roaring into Cambodia with the country’s first dealership set to open in the next few months.
Located across from the Phnom Penh International Airport, the Harley-Davidson dealership is expected to open this June, according to Steve Beattie, general manager of Harley-Davidson Phnom Penh. The franchise rights for Harley are owned by HGB Group, a local investment firm that already has a foothold in the Kingdom’s luxury motorcycle and automotive market.
Beattie was quick to note that the famous motorcycle line is more than just a brand name and has over the decades evolved to invoke a lifestyle among avid Harley-Davidson riders worldwide. He hopes that the showroom will act not only as a dealership but provide a place for riders and enthusiasts to gather before cruising on the Kingdom’s roads.
“The whole point with Harley-Davidson is that it is not purely motorcycle focused,” he said. “When you buy a Harley-Davidson, you then make it your own. You will spend time, thought and money on making that bike something that is very personal for you.”
Cambodia already has a few Harley-Davidson riders who are well acquainted with the brand and they will form the company’s core customer base, Beattie explained. The group will then primarily target the more affluent segment of the population who can afford the costs of high-end motorbikes and gear, he added.
“We are tapping into an existing market with the existing riders because they are our core customers,” he said. “They are the guys that have supported the brand in Cambodia despite not having a dealership, but obviously we also want to broaden that appeal and we want to encourage new customers.”
The dealership will be comprised of a shop offering a wide array of Harley-Davidson motorcycles as well as brand merchandise, accessories, spare parts, riding gear and a full-service mechanic that will be able to handle customisation demands.