Harley-Davidson Europe Ltd. serves as the regional head office for sales, marketing, distribution, and related activities of Harley-Davidson motorcycles within Europe. Functioning as a subsidiary and an important stakeholder for the global Harley-Davidson brand, the company engages in lobbying primarily to represent and protect its commercial interests, particularly within the EU regulatory environment. This includes influencing EU legislation and policy that affects the motorcycle industry, trade tariffs, customs rules, vehicle safety standards, and environmental regulations.
A significant aspect of Harley-Davidson Europe’s lobbying efforts emerged in response to EU tariffs and trade policies, especially following U.S.-EU trade tensions during the Trump administration. Harley-Davidson faced steep tariffs on U.S.-origin motorcycles exported to the EU — initially 25% on steel and 10% on aluminum, subsequently rising to a total duty surcharge of 56%. This led Harley-Davidson Europe to advocate for and execute strategic shifts in production locations, relocating some production to facilities in Thailand to mitigate tariff costs. The company also worked closely with EU customs authorities to secure Binding Origin Information (BOI) to classify motorcycles as of Thai origin, aiming to avoid extra tariffs. However, EU Commission interventions challenged these classifications, leading to legal proceedings.
Since its registration with the EU Transparency Register, Harley-Davidson Europe has maintained a clear profile highlighting its lobbying focus on trade, customs, regulatory compliance, environmental standards, and market access issues relevant to the motorcycling sector. The firm’s goal is to safeguard Harley-Davidson’s market position in the EU while adapting to evolving trade and regulatory constraints. The lobbying activities target several EU institutions including the Commission and Parliament to influence policymaking on tariffs, customs rules, product safety, emissions standards, and digital market regulations.
Harley-Davidson Europe operates within the framework of the EU Transparency Register, ensuring public disclosure of its lobbying agenda, affiliated organizations, financial outlays, and engagement frequency with EU policymakers. The company typically spends between €50,000 and €99,999 annually on lobbying in the EU as of 2024, deploying a small team of accredited lobbyists focused on advocacy and compliance monitoring.
