Harley-Davidson Inc., the last bastion of U.S. motorcycle manufacturing, is targeting the overseas market to rev up its sales.
Chairman Vaughn Beals said that Milwaukee-based Harley's efforts to enhance its international presence "couldn't be better" despite ever-increasing competition from Japan's big four motorcycle makers, Honda, Suzuki, Kawasaki and Yamaha.This is a far cry from the 1970s, when the Japanese motorcycle invasion and the poor quality of its own machines nearly put Harley out of business.
"The growth potential is much greater in the export market," Beals said.
As Japanese companies continue to make inroads throughout the world, Harley, having adopted its competitors' manufacturing methods, has found its biggest export market in Japan.
Beals said that out of the 20,000 motorcycles Harley expects to sell overseas in 1990, 3,000 will go to Japan.
In 1989, Harley sold about 15,000 of its heavyweight cycles - which have engines of 850 cubic centimeters and larger - outside the United States. Domestically, it sold 45,000 machines.
In addition to Japan, the company also sees significant sales opportunities in France, Italy and Britain, Beals said.