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TG: HOW DID YOUR PASSION FOR RIDING DEVELOP?
EAN: Kind of grew on me when my husband bought his
Harley years years back and when I started working for the
Motor Company.
TG: HOW DO YOU BALANCE YOUR CAREER AS A WOMAN
AND AS A HARLEY-DAVIDSON RIDER?
EAN: Part of my job is to ride and I host a lot of media press
tours/events. Being a woman and a rider in this position
brings a lot of fun and challenge to the table and I enjoy it
a lot.
TG: DO YOU THINK RIDING MOTORCYCLES IS GIVEN ENOUGH
IMPORTANCE AND EXPOSURE IN THE MIDDLE EAST?
EAN: I think riding motorcycles is relatively new in the region,
and there’s a lot of education to do in our societies about this
fun activity and how you can enjoy it safely.
TG: HOW MANY PROFESSIONAL AND REGULAR RIDERS DOES
HARLEY DAVIDSON HAVE IN THE MIDDLE EAST?
EAN: We have around 4,000 active H.O.G members in the
region, however we do know there’s a lot more riders out
there.
TG: WHAT DRIVES WOMEN TO RIDE BIKES?
EAN: A desire for adventure, thrill, and a fun activity.
TG: HAVE THE BRAND ALWAYS FOCUSED ON WOMEN
RIDERS?
EAN: Yes, throughout the globe, our aim is to make our bikes
attractive to any person who loves to ride – man or woman.
TG: TELL US ABOUT PROJECT RUSHMORE.
EAN: Project Rushmore is a new generation of motorcycles
launched in 2013 by the Motor Company; they feature
improved power and breaking performance, enhanced rider
ergonomics, and dramatic styling updates that completely
redefine and fundamentally transform the touring
motorcyclist experience.
TG: THE HARLEY-DAVIDSON STREET 750 AND STREET 500
MOTORCYCLES ARE THE FIRST ALL-NEW PLATFORM FROM
HARLEY-DAVIDSON IN 13 YEARS. HOW DID YOU COME
UP WITH THIS CONCEPT NOW? IS THE YOUTH YOUR MAIN
TARGET?
EAN: Street is a bike for a new generation of global riders;
it’s built for the urban environment. The Project Rushmore
and Street launch are both initiatives we underwent after
speaking to our customers globally, listening to their riding
needs, and developing products that cater to that.
TG: BY INTRODUCING STREET BIKES, IS YOUR AIM TO
MOTIVATE THE YOUTH TO RIDE BIKES INSTEAD OF OTHER
MODES OF TRANSPORT? IF SO, WHAT ARE THE BENEFITS?
EAN: This bike was introduced as a next phase in our strategy
to attract and retain new riders globally. This bike expands
our lineup and makes Harley-Davidson more accessible to a
growing generation of urban young adults.
coffeetimewith
By Celine Assouad
LIFE
STYLE
harley davidson launches
project rushmore & street bikes
Sustaining a large brand community, active through clubs, events and museums,
Harley Davidson is an American motorcycle manufacturer founded in Milwaukee,
Wisconsin during the first decade of the 20th century. Harley Davidson is continuing
its monumental ride by revealing an all-new platform to inspire the next generation
of global riders with the introduction of Project Rushmore in August 2014, and
Street Bikes – two new Dark Custom motorcycles, designed for young urban riders
around the world. The Gate met exclusively with the Marketing Manager of Harley-
Davidson MENA, Elsa Abi Nader to discuss this exciting step for the brand.