Harley-Davidson® of Penang Premium Roadshow

What Harley-Davidson® of Penang Premium Roadshow does

Harley-Davidson of Penang is an authorised Harley-Davidson motorcycle dealership operating a single 3S (Sales, Service and Spare Parts) centre at AutoCity, Prai in Penang, Malaysia, since May 2018. The dealership retails 22 motorcycle models across five categories — Grand American Touring, Cruiser, Trike, Adventure Touring, and Sport — sourced from its franchisor Harley-Davidson Asia Pacific Pte Ltd, including premium CVO variants equipped with the Skyline OS 12.3-inch TFT infotainment platform, Milwaukee-Eight 117 and 121 motors, and Revolution Max 1250 powerplants. Beyond new vehicle sales, the business generates revenue from pre-owned motorcycles, workshop service and repairs using genuine parts, MotorClothes and FXRG riding apparel, customisation programmes such as I Am Custom and RIDE Custom, motorcycle finance origination, and ancillary merchandise.

The customer base is exclusively business-to-consumer, serving individual motorcycle enthusiasts and customisation seekers in northern Malaysia for whom Harley-Davidson brand heritage, lifestyle, and community belonging are primary purchase drivers. The dealership layers distribution with community engagement through the Harley Owners Group (H.O.G.) Chapter, hosting night rides, group rides, and the National H.O.G. Rally, and offers free test rides, loan bike facilities during service, and tailored finance packages to lower purchase friction. Go-to-market is direct-to-consumer through a physical showroom open seven days a week, supported by a website, Facebook presence, and event-driven marketing rather than third-party reseller channels.

The business model combines one-time vehicle sale transactions with recurring aftermarket revenue from service, parts, accessories, and finance referral fees. Pricing is not publicly disclosed and is negotiated on a per-customer basis with finance packages tailored to monthly budgets. The operational structure is small, with a team of approximately 18 spanning sales, service, parts, merchandise, marketing, and administration, reflecting a single-site, owner-operated franchise rather than a multi-outlet retail chain.

Name

Harley-Davidson® of Penang Premium Roadshow

Legal name

Harley-Davidson of Penang

Website

https://harleypenang.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Harley-Davidson of Penang is an authorised motorcycle dealership in Penang, Malaysia, selling new and pre-owned Harley-Davidson bikes, service, parts, merchandise, and finance to individual riders and enthusiasts in northern Malaysia since May 2018.

Ownership category

akta.pro rank

Product category

Motorcycle Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (441330)

SIC

Motorcycles, Bicycles & Parts (3751), Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Electric Motorcycles & Electric Scooters Manufacturing (IMACAEAB)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Bike Parts & Components Retail (CRAMAHAB)

Keywords

• Motorcycle dealership
• Motorcycle sales
• Motorcycle service
• Riding apparel
• Motorcycle finance

Headquarters

HQ city

Penang

HQ country

Malaysia

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Motorcycle Sales: Sale of new and pre-owned Harley-Davidson motorcycles including Grand American Touring, Cruiser, Trike, Adventure Touring, and Sport models. Revenue generated from one-time vehicle transactions.
2. Service and Repairs: Workshop services with trained technicians providing diagnostic and repair techniques using warranted genuine parts. Includes pre-arranged appointments with loan bike facility.
3. Genuine Parts and Accessories: Sale of genuine Harley-Davidson motorcycle parts, accessories, and customisation options to maintain and personalise motorcycles.
4. Motorcycle Finance: Personal and business finance products for new and used motorcycles, tailored to monthly budgets.
5. MotorClothes and Merchandise: Sale of riding apparel, gear, and Harley-Davidson branded merchandise including FXRG premium performance collection, leather jackets, helmets, and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Authorized Harley-Davidson 3S (Sales, Service & Spare Parts) dealership in Penang, Malaysia, selling new Harley-Davidson motorcycles across Grand American Touring, Cruiser, Trike, Adventure Touring, and Sport categories. The dealership also provides financing, test rides, customization, workshop maintenance with genuine parts, branded apparel and merchandise, and Harley Owners Group (H.O.G.) community membership.

Product overview

Harley-Davidson of Penang is a motorcycle dealership offering a comprehensive portfolio of 2026 Harley-Davidson motorcycles and lifestyle services. The core offering consists of 22 distinct motorcycle models across five categories: Grand American Touring (8 models including Street Glide, Road Glide, and premium CVO variants), Cruiser (6 models including Street Bob, Low Rider S/ST, Breakout, Fat Boy, Heritage Classic), Trike (3 models including CVO Street Glide 3 Limited, Road Glide 3, Street Glide 3 Limited), Adventure Touring (2 Pan America variants), and Sport (3 models including Nightster, Sportster S, Nightster Special). Beyond motorcycle sales, the dealership provides integrated services including motorcycle financing, free test rides, customization consultation, workshop maintenance with genuine parts, and retail merchandise (MotorClothes apparel, FXRG premium riding gear, Surface Care products). The business also supports community engagement through Harley Owners Group membership and Harley-Davidson Authorized Tours. The I Am Custom and RIDE Custom programs offer pre-configured customization kits for various models. This represents a single unified dealership offering rather than a platform-plus-modules architecture.

Differentiator

Problem solved

Functional benefit

Products and services

• Street Glide Grand American touring motorcycle featuring a liquid-cooled Milwaukee-Eight 117 motor, 12.3" Skyline OS display, and ride-tuned rear suspension for long-haul comfort, sold to individual motorcycle enthusiasts.
• Road Glide Grand American touring motorcycle with liquid-cooled Milwaukee-Eight 117 motor, selectable ride modes, redesigned Sharknose fairing, and Skyline OS 12.3" display for long-distance riders.
• CVO Street Glide Top-tier custom bagger featuring Milwaukee-Eight VVT 121 motor, premium paint, radial callipers, and premium H-D audio with Skyline OS, targeted at premium Harley-Davidson buyers.
• CVO Road Glide ST Race-inspired premium bagger with Milwaukee-Eight 121 High Output motor, Heavy Breather intake, forged carbon fibre details, and track modes for performance-oriented riders.
• Street Bob Lean cruiser with Milwaukee-Eight 117 motor, torque-tuned 2-into-1 exhaust, updated analog gauge, USB-C charging, and standard Rider Safety Enhancements for individual riders.
• Low Rider S Performance-focused cruiser with Milwaukee-Eight 117 High Output motor, Heavy Breather intake, performance-tuned 2-into-1 exhaust, and sharper suspension for aggressive riding.
• Breakout Long-and-low chopper-style cruiser with 240mm rear tire, Milwaukee-Eight 117 Custom motor, USB-C charging, and bold factory styling for cruiser enthusiasts.
• Fat Boy Iconic cruiser with wide tires, Lakester cast aluminum wheels, Milwaukee-Eight 117 motor, and classic steamroller stance with LED lighting for traditional Harley-Davidson enthusiasts.
• CVO Street Glide 3 Limited Premium three-wheel touring trike with Milwaukee-Eight VVT 121 motor, redesigned suspension, electric reverse system, Grand Tour-Pak, and heated seats for stability-seeking riders.
• Pan America 1250 ST Adventure touring motorcycle with 150hp Revolution Max motor, clutchless Quick Shifter, Adaptive Ride Height, and 17" wheels for adventure-oriented street riders.
• Nightster Sport motorcycle with low 27" seat height, 975T Revolution Max motor, selectable ride modes, LED lighting, and legacy Sportster styling for sport bike enthusiasts.
• Motorcycle Sales Sale of new and pre-owned Harley-Davidson motorcycles across all categories with showroom consultation, test rides, and trade-in services for individual buyers.
• Finance Services Personal and business financing options for new and used motorcycles with tailored monthly payment packages for individual and business buyers.
• Free Test Ride Free test ride experiences for both existing Harley owners and first-time riders to try various motorcycle models before purchase.
• Customization Services Complete motorcycle customization including History of Customization consultation, Fit & Function fitting services, and Style customization options, plus I Am Custom and RIDE Custom pre-configured kit programs.
• Service & Maintenance Workshop services staffed by trained technicians using warranted genuine parts and accessories, with pre-arranged appointments and loan bike facilities for Harley-Davidson motorcycle owners.
• Genuine Parts & Accessories Factory-designed and tested Harley-Davidson motorcycle parts and accessories to maintain and personalise motorcycles.
• MotorClothes & Merchandise Apparel and riding gear including FXRG premium performance collection, Genuine MotorClothes, 1903 vintage collection, Garage workwear collection, and H-D MOTO modern collection.
• Riding Essentials Safety and comfort riding gear including helmets, leathers, performance sportswear, and safety essentials like heated clothing and Hi-Vis waterproofs.
• H.O.G. (Harley Owners Group) Membership Over one million member motorcycle enthusiast organization offering quarterly magazine, Chapter membership, events, rallies, emergency roadside recovery, and discounts.
• Harley-Davidson Authorized Tours Global motorcycle tours operated by third-party tour specialists offering over 300 tours annually ranging from weekend breaks to international rally rides.

Named customers2 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• Harley-Davidson Asia Pacific Pte LtdcoreStrategic or Co-development PartnerParent company and authorised distributor for Harley-Davidson motorcycles in the Asia Pacific region. Provides brand authority, product supply, marketing support, and operational guidelines to the Penang dealership.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Yamaha Motor Malaysia: Mass-market motorcycle distributor with premium offerings such as the TMAX and Tracer series. A broader incumbent with stronger overall volume but limited overlap in Harley-Davidson's core touring/cruiser niche.
• Honda BigWing Malaysia: Honda's premium motorcycle retail concept in Malaysia offering high-capacity models (Gold Wing, Africa Twin). A broader-volume incumbent that competes selectively in the large-displacement segment.

Direct peers

• Harley-Davidson of Kuala Lumpur: Authorized Harley-Davidson dealership serving the Klang Valley. Operates the same 3S (Sales, Service, Spare Parts) model with H.O.G. chapter integration, competing for Malaysian H-D customers in a different region.
• Ducati Malaysia: Italian premium sport and adventure motorcycle brand with authorized Malaysian representation. Competes for the same affluent Malaysian enthusiast segment with overlapping touring and adventure product positioning.
• Indian Motorcycle (Malaysia dealers): Direct American V-twin heritage rival to Harley-Davidson with authorized Malaysian dealers. Competes head-to-head in the cruiser and touring segments that form the core of Harley-Davidson of Penang's portfolio.
• Triumph Motorcycles Malaysia: Authorized Triumph dealer network in Malaysia. Offers classic, adventure, and rocket models competing directly with Harley-Davidson's cruiser and adventure touring portfolio for lifestyle-oriented premium buyers.
• Kawasaki Motors Malaysia: Authorized Malaysian distributor for Kawasaki motorcycles. Sells Ninja sport, Vulcan cruiser, and Versys adventure models that overlap with Harley-Davidson's cruiser, sport, and adventure touring categories.
• BMW Motorrad Malaysia: Authorized distributor for BMW motorcycles in Malaysia. Targets the same premium motorcycle buyer with comparable GS adventure and heritage lines, directly cross-shopping against Harley-Davidson's cruiser/touring range.
• Royal Enfield Malaysia: Authorized Royal Enfield presence in Malaysia targeting classic motorcycle enthusiasts. Adjacent competitor in the lifestyle/heritage motorcycle segment, often cross-shopped with entry-level Harley-Davidson cruisers.

Regional players

• BigWheels Malaysia: Malaysian multi-brand motorcycle retailer offering used and new premium bikes. Provides an alternative purchasing channel for Malaysian motorcycle buyers, particularly in the pre-owned segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/583467803816222
• LinkedInlinkedin.com/company/harley-davidson%C2%AE-of-penang-premium-roadshow

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Harley-Davidson® of Penang Premium Roadshow