Harley-Davidson opens Manila dealership with a loud bang

Harley-Davidson is now in the Philippines. In the year of its 110th anniversary, the legendary American motorcycle brand has opened its first dealership in the country—only the sixth in Southeast Asia.

Conceptualized and executed by Ace Saatchi & Saatchi, “Let Freedom Roar” was the theme of the day, starting with the official opening ceremony at the dealership located along Edsa in Quezon City. Doing away with the traditional ribbon, bolt-cutters were used to cut through steel chains to signify the launch. Special guests were Harley-Davidson Asia-Pacific’s vice president and managing director Marc McAllister, and director of sales and business development Frank Albrecht, Rick Riker, chief of Security Cooperation Division of the Embassy’s Joint US Military Assistance Group; and San Juan Mayor Guia Gomez.

There are already about 800 to 1,000 existing Harley-Davidson owners in the Philippines. They belong to different age groups that have an affinity for the Harley-Davidson lifestyle.

And now, the opportunity to own a Harley-Davidson in the Philippines has become easier.

“Nothing beats the kind of freedom riding a Harley-Davidson motorcycle gives you,” said Felix R. Ang, president of American Motorcycles Inc., the official distributor of Harley-Davidson in the country. “Harley-Davidson of Manila, as we are officially called, caters to the thousands of bikers and enthusiasts that have always dreamed of owning a bike that can give you serious power. Everyone knows no other bike roars the way a Harley can.”

From the showroom, a parade of 80 riders traveled to Bonifacio Global City in Taguig on their bikes. Their arrival at McKinley Parkway marked the start of an event that included the presentation of the latest Harley-Davidson motorcycles, a rock concert with The Dawn, General Luna, and The Jerks, and traditional outdoor American fare. The first customer of Harley-Davidson of Manila, film and commercial director Mark Querubin, also received his 2013 Black Softail Slim as a highlight of the event.

Afterwards, Querubin was joined by McAllister, Albrecht, Ang, and Harley-Davidson of Manila’s Greg Yu, Frankie Ang, Arthur Tan, Arthur Harrow and Tourism Secretary Mon Jimenez.

“Beyond the ‘roar,’ the kind of freedom Harley-Davidson represents includes the freedom of thought, adventure and self-expression,” Ang said. “And more importantly, it’s about brotherhood.”

In the Edsa showroom, a full range of Harley-Davidson models are available for purchase including the 2013 Motorcycle Units (International models) from Sportster, Dyna, Softail, Touring Models, V-Rod and CVO or Custom Vehicles Operations models, which are equipped with Screamin’ Eagle parts.

All existing units in the Philippines may also have their bikes serviced there. Harley-Davidson owners can even choose from a wide range of parts and accessories to customize their ride. More than just the bikes, longtime Harley-Davidson fans can find authentic riding gear, apparel, and merchandise at the dealership.