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110 th Anniversary Celebration Regional Experiences: Margate, South Africa Qian Dao Lake, China Mexico City, Mexico 110 th Anniversary Celebration Regional.

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Presentation on theme: "110 th Anniversary Celebration Regional Experiences: Margate, South Africa Qian Dao Lake, China Mexico City, Mexico 110 th Anniversary Celebration Regional."— Presentation transcript:

1 110 th Anniversary Celebration Regional Experiences: Margate, South Africa Qian Dao Lake, China Mexico City, Mexico 110 th Anniversary Celebration Regional Experiences: Margate, South Africa Qian Dao Lake, China Mexico City, Mexico

2 Recent 110 th Anniversary Celebration Experiences  MARGATE, SOUTH AFRICA 26 – 29 April  QIAN DAO LAKE, CHINA 10 – 12 May  MEXICO CITY, MEXICO 11 May

3 AFRICA BIKE WEEK MARGATE, SOUTH AFRICA, 26 to 29 April 2013 Now in its fifth year, Africa Bike Week (ABW) kicked off the 110 th Anniversary celebration for Africa. Africa Bike Week is located in Margate, KwaZulu-Natal on the eastern coast of South Africa. Margate affords great rides from the major City’s as well as scenic out-rides once at the event. In April the weather is balmy and warm so perfect riding, entertainment, showcasing the Harley-Davidson lifestyle and a weekend of fun!

4 AFRICA BIKE WEEK MARGATE, SOUTH AFRICA, 26 to 29 April 2013 Africa Bike Week activities included: Live local bands & entertainment H-D Exhibition H-D Dealer exhibitions H-D Demo’s & Demo Experience Truck Africa Bike Week merchandise sales 110 th merchandise sales H.O.G. tent Mass Ride Ride In Bike Show 110 th assets (Jump Start, Photo panels, Interactive World Map, H.O.G. history) Rider’s Academy Fashion Show Aftermarket village Food vendors and stalls Blanket Run Open to riders of all brands

5 AFRICA BIKE WEEK MARGATE, SOUTH AFRICA, 26 to 29 April 2013 Over the four days of the event: 25,000 riders attended 3,242 bikes in the Mass Ride 205 demo rides 172 Jump Start demos More than 30 invited press attended 1,855 ABW & 110 th t-shirts sold All available bed nights filled

6 AFRICA BIKE WEEK MARGATE, SOUTH AFRICA, 26 to 29 April 2013 Photo here

7 AFRICA BIKE WEEK MARGATE, SOUTH AFRICA, 26 to 29 April 2013 Standing from left: Shelley Paxton (VP, Integrated Marketing and Planning, H-D Corp.), Shirley Hickman Smith (ABW Volunteer), Serge Koenigsberg (H-D Africa Aftersales Manager), Tammy Frayne (ABW Logistics Volunteer), Bill Davidson (VP, H-D Museum), Michelle Radcliffe, Zen Ncedo (H-D Africa Office Manager), Nigel Villiers (Director, Customer Experience, H-D Oxford), Celine Gruizinga (H-D Africa Country Manager). Kneeling from left: Carl Frayne (ABW Project Manager), Juan Mouton (H-D Africa District Manager), Kobus Momberg (ABW Security Volunteer), Saleem Mukuddem (H-D Africa Finance Manager), Michael Carney (H-D Africa Marketing Manager)

8 QIAN DAO LAKE, ZHEJIANG PROVINCE May, 2013 H-D China held its fifth national rally in Qian Dao Lake, Zhejiang Province, with approximately 1,000 participants and 600 motorcycles - both record highs. This event was also a grand celebration in China of Harley-Davidson’s 110 th Anniversary. For the first time, 14 overseas riders participated in China’s national rally. A Discovery channel documentary team came to shoot the event as well. Qian Dao Lake is a famous self-driving destination in China with beautiful sceneries. Co-organized with local government, the national rally was not only a grand festival for Chinese H-D owners and enthusiasts, but also an interesting motorcycle carnival for local tourists and residents to experience Harley- Davidson’s unique riding culture and iconic American lifestyle.

9 The motorcycle carnival was open to not only the rally participants, but the local public as well. The 110 th experience activities provided JUMPSTART, a photo station, and tattoo area. Special sales of MotorClothes was set up at the dealers’ booth. The Customized Bikes exhibit displayed owners’ motorcycles who participated in the Customized Bikes Competition. Interesting games such as Wii and Guitar Hero were available at Game Zone. And live music and a model show were also prepared to entertain the audience. Go to the full article to see a video of the event. QIAN DAO LAKE, ZHEJIANG PROVINCE May, 2013

10 Left: Christina Wang, Marketing and Communication Director, Harley-Davidson China. Christina was the supervisor of the event, and responsible for overall management, message and public relations. Right : Kenny Zhou, H.O.G. & Event Manager, Harley-Davidson China. Kenny is the project leader, who is responsible for event and rally management. Middle: John Olin, Senior VP and CFO of Harley-Davidson, Inc. QIAN DAO LAKE, ZHEJIANG PROVINCE May, 2013

11 Welcome Ceremony and Poolside Party The welcome ceremony was held on the night of May 10. Both executives from Harley- Davidson and local government gave welcome speeches. And the two sides exchanged gifts to show their good cooperation during this event. After the ceremony, guests had buffet dinner at a poolside restaurant with live band. QIAN DAO LAKE, ZHEJIANG PROVINCE May, 2013

12 Kick-off Ceremony and Parade To kick off the grand parade, executives from Harley- Davidson and local government handed over riding flags to each regional fleets. Women riders were invited onto the stage, receiving the applause from all riders. The parade along the Qian Dao Lake was escorted by police cars, and the fleet was well cheered by the public throughout the route. QIAN DAO LAKE, ZHEJIANG PROVINCE May, 2013

13 Rock Party Except for the live rock band, performances by H-D owners also entertained the audience. Directors of H.O.G. chapters, women riders, foreign riders were invited onto the stage respectively. There were also awards for Best Customized Bike and several rounds of lucky draws during the party. QIAN DAO LAKE, ZHEJIANG PROVINCE May, 2013

14 Freedom Jacket A Chinese couple were appointed as ambassador of Freedom Jacket in China. They are both Harley-Davidson owners and riders, and they fell in love and got married because of Harley. Ken Ostermann, General Manager, International Marketing Operations (lower right), handed over the jacket to the couple during the kick-off ceremony, and they gave it back during the rock party after the Qian Dao Lake rally. The couple tailor made a special pin, named Endless Love, which was also the name of their own accessory brand. After they completed the rally with the jacket, they left the pin on the jacket. QIAN DAO LAKE, ZHEJIANG PROVINCE May, 2013

15 110 th Anniversary Celebration Mexico City, Mexico – May 11, 2013 If you’re going to throw a 110 th Anniversary Celebration in Mexico, the capital city is the place to have it. An estimated 16,000 people rolled into Mexico City for the one-day celebration on May 11. The record-breaking attendance for a one-day motorcycle expo in Mexico included the Mayor of Mexico City, Dr. Miguel Angel Mancera, and rock legend, Alice Cooper, who closed the day’s events with a concert. Karen Davidson and Mark Van Genderen kicked off the festivities that ran from the morning into the night.

16 110 th Anniversary Celebration Mexico City, Mexico – May 11, 2013 One major highlight from the celebration was the motorcycle parade, which began in the city’s historical center plaza. More than 12,000 motorcycles rolled down the main city avenues, being led by the Mexico City Police. This was the largest motorcycle parade ever in the region. The Mayor, the Minister of Public Safety and the Minister of Tourism were chosen to be the grand marshals for the parade. All motorcycles and enthusiasts were welcome to participate.

17 110 th Anniversary Celebration Mexico City, Mexico – May 11, 2013 The parade began at 10 a.m. at the Zócalo, a large plaza located in the City’s historical center, and continued through several main avenues including Tacuba, Hidalgo and the popular Avenida la Reforma, among others.

18 110 th Anniversary Celebration Mexico City, Mexico – May 11, 2013 The parade landed at the Hermanos Rodriguez Speedway where thousands of people met to check out motorcycle stunts and the Harley-Davidson Experience, which included Jumpstart, bike displays, photo booths, a women’s area, a children’s and a H.O.G. area.

19 110 th Anniversary Celebration Mexico City, Mexico – May 11, 2013 The celebration also included popular musicians from both Mexico and the United States. Mexican rock bands, La Lupita and MadMex, got things started before Alice Cooper took stage, closing the day’s festivities in true Harley- Davidson fashion.

20 110 th Anniversary Celebration Mexico City, Mexico – May 11, 2013 The great success of the event was thanks to the hard work of the Harley-Davidson Mexico office, and employees from the Brazil, Milwaukee and Miami offices. The event staff included: Karen Davidson, Antonio Lara, Carlos Berdon, Mark Van Genderen, Rita Lorleberg, Waldyr Ferreira, Ronaldo Weber, Karina Jaramillo-Saa, Barbara Villacis, Carmen Chang, Danny Gonzalez, Mariana Yepes, Deborah Benard, Jenna Smith, Rafael Puga, Raymundo Cavazos, Sonia Pineyro, Inaki Isusi, Andrea Lobo, Andres de Tuoni, David Yaspik, Enrique Villarreal, Javier Montes, Karina Tamez, Monica Guerrero, Olivia Stringel, Pablo Donnadieu, Rodrigo Almendares, Teresa Salazar, Hugo Rodriguez, Eduardo Avalos, Victor Hugo Asomoza, Jorge Amaro and Veronica Velarde, David Eli, Francisco Montes, Joanne Bischmann, Nigel Villiers.

21 Upcoming 110 th Anniversary Celebration Regional Experiences  Sao Paulo, Brazil 1 June  Rome, Italy June  Sturgis Rally, South Dakota August

22 110 th Anniversary Celebration HUB site Experience the event through the eyes of our customers…see the sights and sounds of the many 110 th celebrations and experiences to date. Go to This site features social feeds, an event calendar and so much more. You can also follow rider adventures by video, track the Freedom Jacket and check out everything related to the 110th Anniversary.http://110.harley-davidson.com/

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