Although the company had been exporting motorcycles ever since it was founded, it was not until the late 1980s that Harley-Davidson management began to think seriously about international markets.

New ads were developed specifi cally for diff erent markets, and rallies were adapted to fi t local customs. Th e company also began to actively recruit and develop dealers in Europe and Japan. It purchased a Japanese distribution company and built a large parts warehouse in Germany.

Harley is currently the number one motorcycle brand in fi ve European countries, and number two in four countries. Th is sustained buying has earned Harley four consecutive quarters of sales and market share growth in Europe. Harley has learned from its international activities and continues to make inroads in overseas markets including China and India.