Harley-Davidson announced today that it is opening a new office in Miami, Florida, to house its Latin American Headquarters.
"As part of its business transformation, Harley-Davidson is taking one of the world's most iconic brands to the many roads of the world," said Mark Van Genderen, vice president and managing director, Harley-Davidson Latin America."This new regional headquarters is part of that transformation, and confirmation that Harley-Davidson is committed to fulfilling the dreams of customers in Latin America from Tierra del Fuego to the Rio Grande."
Harley has been expanding its reach outside of the United States for years. The company expects its international sales to reach 40% of the total by 2014.
"Our new location will help us better and more quickly respond to our Latin American customer's needs," added Van Genderen. "Harley-Davidson's increased focus on customers outside of the US is an exciting time for us, since many Latin American countries have well-established motorcycle cultures and thousands of avid enthusiasts."
Harley already has operations in Brazil, Mexico, and a few other Latin American countries. The new headquarters in Miami will oversee the sales, marketing, dealer development, and any other activity that can strengthen Harley's image in the Latin American community.