Born to ride, ride to be free

Harley-Davidson riders cruise down a road in Hannam-dong, Seoul, in this file photo taken in August.

By Park Jin-hai

Kim Ji-won, 45, is anything but what people would regard as a Harley lover.

She wears no leather jacket or studded boots.

The insurance company worker and mother of a collegian says her bike makes her otherwise boring life exiting.

“The engine roars like a jet airplane taking off. It enlivens my spirit,” she said.

“It is a totally different fun from driving. When you are on a Harley, you are not just on transport that takes you to one destination or another. You and your bike move on the road as one, feeling the rough country road and fresh autumn wind.”

Kim, a Harley-lover for five years who also owns a sports car, added that what she loves about her Harley is the lifestyle it gives.

Members of the “Harley Owners Group” participate in a group ride in this file photo. Courtesy of Harley-Davidson

“Almost every weekend, we hit the road. Side by side we mount on the bikes and travel. We camp and often hold family events. Harley riders from other provinces and other countries join occasionally,” said Kim, who goes to two different kinds of Harley fan clubs. “It is safer driving in groups and more fun as well.”

Kim, who lives in Suwon, Gyeonggi Province, said that what is different now is the increased population of female riders.

“Five years ago, I was the only female of the group. Now we see more female members. We have five female members in our Suwon club.”

Harley-Davidson’s “Korean Fit” is customized to the needs of Korean bike riders.

Amid the import cars fast encroachment into the domestic market, imported motorcycles have been also expanding their customer base faster than ever.

Although the price of a Harley-Davidson costs as much as a car, armed with unique cultural marketing that presents “life and style,” major import motorcycle brands are flourishing in Korea.

A mere 83 Harley-Davidsons were sold in 1999. But, in recent years, the annual sales growth rate has remained in the 20 percent range on average.

As of September this year, the number 2 luxury motorcycle company sold 1,223 bikes, up from 1,027 in the same period a year ago.

Kim Ji-won, 45, a Harley rider of five years

The top seller BMW Motorrad sold 1,388 during the same period, a 34 percent increase from a year ago.

Honda Korea which sells mostly smaller models had seen its sales shoot up nearly 50 percent to 10,619 during the time.

Harley-Davidson, which has one of the largest fan communities including the Harley Owners Group, organizes family tours, female riders’ events, tour to America and volunteer activities, giving its owners special riding experiences.

“In the past our customers were mostly in their 40s and 50s, who afford to buy our bikes. Still they make the majority, but what is noteworthy is the increase in younger customers in their 20s and 30s as well as female riders,” said a Harley-Davidson spokesman.

To meet the needs of new customers, the company has expanded its lineup to include more compact and powerful models.

It has unveiled “Korean Fit,” a customized bike for Koreans that costs more than 40 million won.

BMW Motorrad also organizes camping tours and education classes for its riders. It recently opened the “Communication Center” to provide better services for its increasing customers.

On the contrary, domestic motorcycle companies, which heavily manufacture scooters and smaller motorcycles, have seen their growth stay in doldrums.

Darim Motors sold 28,995 as of September this year, nearly unchanged from last year’s 28,814. KR Motors, another local motorcycle manufacturer, sold 12,647 during the same period this year, remaining almost similar to last year’s 12,592.

Kim Pil-soo, an automotive engineering professor at Daelim University College who leads a Korea Motorcycle Management Association, says that the imported motorcycles are fast changing the country’s motorcycle landscape.

“We see an extremely polarized market. Those imported high-priced leisure bikes flourish on the back of core fan bases, while local ones are withering. Domestic motorcycles are cheaper and often for commercial use like courier services,” he said, commenting that it is not a healthy market at all.

At a time when the research and development activities of local bike companies hasn’t been supported, coupled with government regulation on riders getting tightened, Kim said that the market for smaller local bikes is doomed.

“In Korea, there is no government policy to promote motorcycles as a means of transportation. Instead, they are banned on the highways and express ways. In most OECD countries, the over 50cc motorcycles are allowed.”

“Its fuel has high fuel efficiency and great mobility and doesn’t require much parking space. The motorcycle market should be promoted by the government, and not ostracized. Initiating such basic steps as driving out the old smoke belching bikes and having certificate programs for motorcycles repairmen, we should fade out the negative impression about riders.”