On the year of its 110th anniversary, the legendary American motorcycle brand and cultural icon Harley-Davidson finally opened its first dealership in the Philippines on March 2, 2013.
The day of the opening kicked off with the opening ceremony at the Harley-Davidson of Manila showroom located along EDSA. Bolt-cutters were used to cut through steel chains stretched across the door, instead of going through the typical ribbon-cutting ceremony. Present at the opening ceremony 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, Security Cooperation Division of the Embassy’s Joint US Military Assistance Group; and San Juan Mayor Guia Gomez and Vice Mayor Francis Zamora.
Eighty Harley riders drove their bikes across EDSA from the showroom to Bonifacio Global City. Upon arriving at McKinley Parkway, a big launching party, themed “Let Freedom Roar,” took place. The event featured a presentation of the latest Harley-Davidson motorcycles and performances by The Dawn, General Luna, and The Jerks.
Harley-Davidson officials and Department of Tourism secretary Mon Jimenez gathered around a bonfire and lit it with torches to signify the launch of Harley-Davidson in the country. Film and commercial director Mark Querubin was the first customer of Harley-Davidson Manila and was given the key to his new 2013 Black Softail Slim onstage during the event.
A full range of Harley-Davidson models can be found in the EDSA showroom, together with motorbike parts and accessories to customize their ride, riding gear, apparel, and authentic merchandise.
Harley-Davidson of Manila claims that existing units in the Philippines may also have their bikes serviced at the showroom.