Table of contents
- Interview with Harley Germany boss Kolja Rebstock The Pan America is a real Harley
- opinion poll
- Conclusion
Harley-Davidson
counselor
traffic & business
Interview with Harley Germany boss Kolja Rebstock
Interview with Harley Germany boss Kolja Rebstock
The Pan America is a real Harley
Kolja Rebstock has been the new head of Harley-Davidson in Europe, the Middle East and Africa since January 2021. MOTORRAD asks 13 questions during the presentation of the new Harley-Davidson Pan America.
Jens Kratschmar,
Michael Schumann
04/12/2021
Kolja Rebstock has been with us since January 2021 Harley-Davidson responsible for the markets in Europe, the Middle East and Africa. He comes from Mitsubishi as Managing Director Germany and was previously responsible for the global sales of vans and trucks at Daimler. The 53-year-old from the Allgau has a doctorate and has already researched new materials for space travel.
Mr. Rebstock, tell us about your first personal contact with Harley-Davidson. When, where and which model?
Vine: I had my first contact with Harley-Davidson as a child. The father of a school friend was an avid biker and a very charismatic guy. Unfortunately, I can’t remember the model he drove. I had particularly good experiences, which I fondly think back on, during my time as head of commercial vehicles at Daimler in Australia and New Zealand. At that time I initiated a brand partnership between the American Freightliner trucks and Harley-Davidson. The highlight was the 115th birthday of Harley-Davidson. We celebrated it together, flanked by shiny chrome trucks. Incidentally, the partnership still exists today.
When was the last time you rode a motorcycle? And which one?
Vine: My new fat boy is already on the way to me. In the last few years I have been abroad for work very often, so I have devoted the little time that was left to my wife and our three children. Unfortunately, motorcycling was often neglected. But I want to make up for that extensively in the coming season.
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What do you do (privately) when it’s not about motorcycles?
Vine: I love to take pictures and – what I would never have thought possible as a child – I like to work in the garden! I also like to grill, ski and, as a native of the Allgau, of course, I like the mountains.
How was the first day at Harley-Davidson? Live or remote?
Vine: My main office for Europe, the Middle East and Africa is actually in Oxford, Great Britain, but I spent my first day in our German headquarters in Neu-Isenburg near Frankfurt. And it started immediately: As soon as I got to my desk, the first video conference with Milwaukee was already scheduled.
As a longstanding Managing Director for Mitsubishi in Germany and a specialist in the German car market. How does the German motorcycle market compare to you??
Vine: First of all, the German motorcycle market in Europe is by far the most important in terms of numbers. I think there are quite a few parallels. Both markets are under great political pressure, although the automotive market is currently experiencing the greatest upheaval in its history with the switch to e-mobility. And one thing is the same for me in both markets: the focus of our efforts is always on good relationships with our customers and with retailers.
Is the German motorcycle market different from the European, Central Asian and African markets? What are the differences??
Vine: It is clear that the German motorcycle market is definitely the most professional and therefore also the most competitive market on our continent. Europe is a saturated market – that means that market shares can only be gained for the customer if there is constant top performance. Of course, some of the European markets differ significantly in terms of their product segmentation. In addition, Europe is an enormously regulated market. There is definitely attractive growth potential in the Middle East and Africa, which we are working on intensively. But currently our absolute priority is to ensure the best possible customer satisfaction and to develop product segments. Of course, our new Pan America plays a particularly important role in this.
What makes Germany the core market in the hardwire strategy??
Vine: The market volume in Germany and our very good dealer network are two key aspects here.
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Against the background of the new hardwire strategy: What must be done in Germany in order to achieve the goal of profitable growth? Theoretically, this can only arise if the offer is greatly changed or expanded.
Vine: In my opinion, profitable growth can only be achieved if price and performance are optimal. That goes far beyond the motorcycle, where customer loyalty through optimal service, the business with used motorcycles, the financial services business and of course the important business with clothing, accessories and customizing play a major role.
Hardwire means that retailers in Germany will have a new perspective on their own activities in the medium term. Do we need more dealers? Fewer? Everything stays the same?
Vine: To this end, we will shortly be analyzing our German network coverage in great detail. In view of our ambitious goals, of course, we cannot afford any white spots.
Harley has its very own image, and has maintained it for decades. Now, with the Pan America, you also want to address drivers who have previously bought BMWs, Ducatis and KTMs. How do you want to proceed? What does the Harley store that sells a Pan America 1250 look like?
Vine: I don’t think we have to change the Harley store significantly, because that’s where our brand is lived today, and after all, Pan America is also a real Harley. Of course we will work with our dealers to ensure that Pan America in “species-appropriate” Environment and is presented centrally in the Harley stores. We pay particular attention to the training of employees in sales and service. That is a central key to success.
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There are hurdles to be overcome in order to get the motorcycle to the classic Harley dealer and customer “Selling”?
Vine: At the moment it has to be said that we are swimming on a wave of positive feedback from all sides and that we are addressing new customers with Pan America who did not have us on their list before. We are particularly pleased because anyone who knows Harley-Davidson knows that we have always been a brand that has brought people from a wide variety of backgrounds together. We are all united by a passion for motorcycling, the pursuit of this feeling of freedom and adventure. It’s not for nothing that Harley-Davidson stands for “Freedom of the Soul”. I think every motorcyclist understands what I mean by that. Of course, Harley-Davidson is often pointed to the classic in the media “Easy rider”-Image reduced, but like every clan, the Harley-Davidson family is mixed and not lumped together.
How can hurdles be removed in order to get the classic non-Harley customer into an H-D shop?
Vine: I’m not so sure whether the classic non-Harley customers even exist … You definitely have to let go of the cliches. Friendliness, competence, an impressive range – these are always the key factors. I can only invite everyone to pay a visit to their local Harley-Davidson dealer as soon as the current situation allows. In addition, we live in a time in which it is not enough to just wait for the customer to come to the dealer – particularly good contacts are often made on the fringes of events and regional events.
When it comes to volume, Harleys have an image problem, as a lot of drivers are on the road with retrofit systems that are, let’s say, acoustically noticeable. In DACH in particular, the political dispute is escalating on the subject of noise. There is a threat of a large number of new route closures. As a manufacturer, what can you do about it??
Vine: I am of the opinion that we as the motorcycle industry have to act together here. On the one hand, our beautiful hobby must not be broken down, but on the other hand, of course, every biker has the task of acting responsibly when it comes to acoustics. We have to understand both sides and find a solution together. Personally, I don’t think that track closings are the right way to go here, as the majority of drivers who stick to the rules and are responsible are punished.
MOTORRAD thanks for the interview.
opinion poll
What do you think of Harley’s entry into the travel enduro segment?.
Voted 1129 times
Respect! They have courage at Harley, you have to give them that.
Well finally! It was high time that a fresh wind blew through.
I am still skeptical, but very interested.
Doesn’t work at all …
Conclusion
The new EMEA boss at Harley-Davidson is sympathetic. Kolja Rebstock has always been able to achieve a lot at Daimler and Mitsubishi. We wish him success, luck and driving pleasure at Harley-Davidson.
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