American Motorcycle Dealer AMD 203 June 2016 | Page 32

CUSTOM
I

T

M
TER O
N

THE NEW HEADQUART
INTERNATIONAL CUSTOM

Harley-Davidson adds second INTER
booth to showcase ‘Dark Custom’ p
Harley-Davidson has stepped up to the plate for
INTERMOT this year. The company has massively
increased the size of its usual booth and added a second
in the INTERMOT CUSTOMIZED Hall (Hall 10) adjacent to
the AMD World Championship of Custom Bike Building.
Their mission is to showcase their ‘Dark Custom’ program
as a specific “sub-brand” dedicated to the “riders who
are looking for the unique ‘Reduced to the Max’ strippeddown contemporary look of a platform that is built for
customizing,” according to Daniel Becker, the Marketing
Project Manager for the Dark Custom program at HarleyDavidson GmbH.
“The booth will reflect the design ethos of the ‘Dark Custom’
concept and show that ‘Bad Ass’ factory bikes are not
a contradiction, but a fantastic start-point platform for
individual self- expression,” says Daniel.
The 240 sq m (2,580 sq ft) booth will showcase all seven
of Harley’s current ‘Dark Custom’ line-up – the 750 Street,
883 Iron, ‘48’ and new Roadster Sportsters, and the ‘Dark
Custom’ Street Bob, Fat Bob and recently launched Low
Rider S Dynas.
Additionally, the booth will showcase examples from this
year’s ‘Custom Kings’ dealer competition in Germany,
Austria and Switzerland.
This year’s chosen platform for the contest was the
Sportster Iron, with a customizing budget set at around
4.000 (US$4,500), half of which had to be spent on product

from Harley’s own ‘Dark
Custom’ P&A offer, the
other half could either be
factory P&A or aftermarket
parts and accessories.
“The booth design process
has been fun,” said Daniel.
“Because our range is so
broad, it isn’t often that
we are able to dedicate
such a large space to a
specific platform, to a
specific look and feel. I
guess “shabby chic” might
be one way of describing
the look we are presenting Daniel
Projec
– personally I prefer to
in Germ
the de
think of it simply as just
conce
plain “cool”. Something
factory
that is on the cutting-edge but a f
of current consumer taste, individ
especially among the new
generation of riders that we are att
be an important part of the industr
have a very new series of attitudes
ownership and riding experience.
“With our ‘Dark Customs’ we think
it comes to meeting those expecta
the kind of versatile yet contempor
looking for.
“If our sales in Europe are anything
to be right in the “sweet spot” with
the results our dealers have achiev
Kings’ competition show that our d
riders are looking for.”

Versatility of their ‘Dark Custom’ Street, Spo
(adjacent to the AMD World Championship o
10) will showcase dealer customized examp
Kings’ contest as well as the “Reduced to th

WWW.INTERMOT-COLOGNE.COM

CUSTOM