Toyoki Fukumori
President
Harley -Davidson Japan KK

Harley-Davidson gains popularity in Japan

By Chris Betros

TOKYO —

One of the most iconic symbols of American lifestyle is the Harley-Davidson motorcycle. For over 100 years, the large motorcycles—with their distinctive design and customization—have been a fixture on highways. Clubs and events organized by HOGs (Harley Owner Groups) have created a loyal community in many countries.

Japan is no exception, where HD bikes have been imported since 1913. Harley-Davidson Japan was established in 1989. For the last five years, sales have steadily increased with 15,698 bikes being sold in 2008. The most popular model in Japan is the Sportster, followed by the Touring and Softail groups.

Heading up the operation in Japan is Toyoki Fukumori. Born in Osaka, he joined Harley-Davidson in 2000 and became president in January of this year. Japan Today editor Chris Betros visits Fukumori at Harley-Davidson’s Tokyo office in Shiba to hear more.

What is the image of Harley-Davidson in Japan?

Because of its long history in Japan, I think the name is well known. Most Japanese probably think of HD as being very big, expensive motorcycles, a luxury item. In fact, we are not just a motorcycle seller. Leisure and fun are what we are selling and we provide the means to achieve that through bikes, accessories, apparels and the Harley-Davidson community.

Who are your typical customers?

The average age is 40-41. That age group accounts for around 40% of our customers. After that, about 30% are in their 30s, 25% in their 50s and the rest in their 20s. Women account for 7-8% of our customers.

How much of your sales comes from bikes?

Bikes account for 80% of our business; the rest is accessories and apparel.

How is the recession affecting business?

In 2008, we sold 15,698 bikes in Japan, which was an increase over the previous year. However, since last September, sales have not been strong. Nevertheless, our goal is to exceed last year’s results and we are optimistic. There is no magic answer to recover in this recession.

What is your marketing strategy?

We advertise in motorcycle magazines, on dealers’ homepages and our own homepage, but the main strategy is through sales events organized through dealerships. There are 50-60 events a year organized by HDJ and more than 1,000 a year if you include dealer events. Usually, they are either rallies and get-togethers organized by HOGs to provide fun for owners, or they are motorcycle exhibitions and riding events to show the Harley world to potential customers.

What is Harley-Davidson’s share of the market?

Overall, the motorcycle market has been shrinking but we have about 35% of the large motorcycle market. That’s for bikes over 751 cc.

Any new models on the way?

Yes, this month, we launch 37 new models. It follows the July launch of new models in the U.S. Most are upgrades of existing series with design or cosmetic changes.

What is your best-selling group?

The Sportster. After that, the Touring group is getting more popular in Japan.

Are there any differences in bikes sold in Japan?

Yes. To meet Japanese noise and emission standards, some modifications are necessary. But the appearance and colors are the same.

Tell us about your distribution network.

Currently, we have 137 dealers and 202 outlets all over Japan. Around 40% are exclusive HD dealers. I try to visit dealers as often as I can to see how things are going.

How do you get feedback from customers?

Mainly at events and through dealers. We also have a call center.

How many staff do you have?

About 60 full-time and 40 part-time staff.

Do they ride HD bikes to work?

Some do. I ride a Sportster but not to work. I mainly use it for leisure riding on weekends.

What is a typical day for you?

I show up here about 5:30 a.m. to catch up on paperwork and emails from HQ in Wisconsin. Then the day usually consists of meetings or I go out to visit dealers.

How do you relax apart from riding your Sportster?

I go to the gym and I sing in a chorus group.

For further info, visit www.harley-davidson.co.jp

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Latest 15 of 35 Total Comments Show All

JOKERXJOKER at 10:37 AM JST - 12th August

I rather prefer H-A-Y-A-B-U-S-A than loud, obnoxious, fuel wasting, slow, outdated tech, overpriced harley bike..By the way at my place, harley bikers are consider as an old farts that has lost at the flow of time..they are pre-historic..hahaha..
employeeof at 11:38 AM JST - 12th August

give me a 30 year old CB or Z1000 and ill be happy
presto345 at 12:55 PM JST - 12th August

harley bikers are consider as an old farts that has lost at the flow of time

I see more youngsters riding Harleys than 'old farts'.
noborito at 01:57 AM JST - 13th August

The new Harley's are not real Harley's. Give me my 65 Sportster anyday. (Have one in the garage back home in the states)
KyotoChris at 02:20 AM JST - 13th August

I personally find HD's ridiculous and pretentious with their loud exhausts and very much overpriced for what you get. They only came back from brink because movie stars started riding them. I own a Honda CBR 600 F4 and Kawasaki ZX 10R bikes and both of these will overshadown HD any day in speed and looks. Also, both bikes together cost less than a lot of new HD.

A friend has Ducati and it's ok but again, another overpriced bike that sucks your money in maintenance. It's too bad HD is forcing it's way to Japan. They must have tremendous advertising campaign because otherwise most riders I know here wouldn't ever touch one.
KyotoChris at 02:30 AM JST - 13th August

Presto345, I respect your opinion although I don't share it and I would not have so much a problem except for the loud mufflers. When I'm in the US my neighbor has a HD with big pipes and when he gets in late at night I'm always woken up and that's ridiculous. Like whatever you like but don't bother others in the process.
dontpanic at 02:21 AM JST - 15th August

"I see more youngsters riding Harleys than 'old farts'"

You must be properly mature then?

At last this article debunks the theory that US products are rejected by Japanese dirty tricks and restrictive practices. I dont like the bikes much myself but they are an icon.
aizoyurei at 06:49 PM JST - 15th August

I wish the custom choppers will come across the ocean. I miss that fat back tire.
TokyoGas at 12:40 AM JST - 17th August

There is a garage near my apartment with at least 10 Harleys. I am thinking that one guy owns them all. The garage door is rarely open and the one time I saw it open it was pretty full.
Tatanka at 06:55 AM JST - 24th August

Currently, we have 137 dealers and 202 outlets all over Japan. Around 40% are exclusive HD dealers. I try to visit dealers as often as I can to see how things are going.

I suggest he visit the dealer in Hirooka City, it looks like a junk yard at first glance...
Suzu1 at 03:57 AM JST - 30th August

Say whatever you want about Harley Davidson it is still an awewsome sight to see a large group of outlaw bikers on a run riding their Harleys fast and in tight formation down the highway. No other bike will substitute.
darbysan at 07:34 AM JST - 30th August

give me a japanese motor cycle any day for reliability and no oil leaks
Dad_dog at 08:08 PM JST - 4th September

USNinJapan2

A good Spanish one goes:

What's the difference between a Harley and a vacuum cleaner? The position of the dirt-bag.

Don't fancy one myself (Africa Twin for me), but they are an icon (and more enduring than most race replicas).
onewrldoneppl at 08:30 AM JST - 14th September

harley's commercials on youtube are hilarious. especially the one entitled: "RESPECT".
TheMarion at 12:04 AM JST - 20th September

Oh yes. HD is a burly, loud,brute - however I prefer the smooth sophistication of the sleek Honda.. I have never ridden any motorcycle in my life, but I do feel admiration for the hum of the Honda. I make this my spectator sport......