Courtesy Harley-Davidson
“Triumph has a strong heritage and a smart image,” adds Onishi. “We are committed to keeping a strong position in this tight market and giving our customers an outstanding experience.” “I do not think I could go back to having a Japanese motorbike now,” says Mark Hibbs, a 44-year-old investor who has lived in Japan since 1999 and driven a range of two-wheeled imports. “When I first arrived here, I was attracted to Harley-Davidsons because they were not the sort of bike I would normally ride in Britain,” he says. “All the bikes I had there were Japanese; so when I got here and saw all these people driving Harleys, I wanted to find out what all the fuss was about.” Hibbs, who has since had three Harley-Davidsons and a Ducati, says he was glad he did. “Harleys are always good fun in Tokyo, and they handle a lot better in the traffic than you would think,” says Hibbs, who has taken his motorcycles touring the country, from Hokkaido to Kyushu and Shikoku. “Tradition, freedom, adventure and the journey are the typical images that Japanese people have when they think about our products,” says Katsuya Masuda, a spokesman for Harley-Davidson Japan. The first Harley-Davidson was brought into Japan in 1913, and the bike has a high brand-recognition among aficionados, helping the company to sell close to 15,000 units in 2007. The average purchaser is in his early forties—and an increasing number of riders are female, points out Masuda. They are seeking what Harley-Davidson defines as its “look, sound and feel.” “There are several factors why people choose a Harley-Davidson,” he says. “There is the history and heritage of an appearance that has not changed since the earliest models, yet still incorporates the latest technology.
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“Then there is the unique engine sound, which is different from anything else on the roads,” says Masuda. “And the third major difference is that we provide the whole lifestyle, not just the product. We want riders to enjoy their Harley-Davidson, as well as their families, so we organize a lot of events.” More than 30 types of Harley-Davidson are available in Japan at present, ranging in price from ¥883,000 to nearly ¥4.5 million for the Ultra Classic Electra Glide with sidecar. The most popular model is the XL1200L, which has a low seat that suits Japanese riders and is more compact than other models, making it ideal for Japanese road conditions. One of the companies that has been brought back from the brink is Norton, the British company that was earlier this year purchased by an entrepreneur who wants to see the marque resume its rightful place. Initial plans are a 5,000m2 new factory at Donnington Park—the heart of British motorcycle racing—and the production of the 961 Commando. That will be followed by a new generation of rotaryengine racing bikes for a company that gained fame in the 1940s and 1950s with its Commando and Dominator series. Norton experienced its golden age between 1947 and 1954, when its bikes dominated every year of the world-famous Isle of Man TT race. “This is the beginning of a new and exciting era in a brand that was started over 100 years ago by James Lansdowne Norton,” says new owner Stuart Garner. “It has sustained ups and downs over the years, but still stands for performance and excellence. These will be the standards we live by from now on.”
Julian Ryall is Tokyo correspondent for The Daily Telegraph.