27 November 2009,
Some guys love their bikes as much as they love their wives, some maybe more. It may sound strange, but you really have to experience what riding a motorbike is all about to appreciate where they are coming from, especially riding a Harley-
Davidson,” says Marcel Bode.
Bode is the general manager of Harley-Davidson UAE, which is based in Dubai. He has been riding all his life and knows a thing or two about motorbikes, and motorbikers.
“There’s nothing like riding a motorbike. Hitting the road with your friends, or even by yourself, with miles of open road in front of you. The sense of freedom is amazing. It’s what life is all about, if you ask me.”
Bode is not the only one to feel this way. The Harley-Davidson showroom on Shaikh Zayed Road is home to the Harley Owners Group, or the HOGs, a group of bike enthusiasts who love riding, and love Harleys.
You may not know who the HOGs are, but chances are you’ve either seen, or more likely heard, their luxury bikes roaring through Dubai’s gridlocked traffic.
“We may be on motorbikes, but we get a lot of respect on the road from other drivers,” laughs Bode. “People recognise the Harley-Davidsons because they are bigger than most bikes, plus we’ve got big pipes, so they definitely hear us coming, which helps a lot. People know we aren’t a bunch of delivery boys from KFC on tiny scooters, that’s for sure.”
The HOGS meet every weekend for rides across the UAE and beyond. On an average Friday, a few dozen bikes ride in a convoy out in to the desert, setting out early to beat the heat, and returning when the city’s roads are quieter and more bike-friendly. Rides can often take the HOGs to places as far as Hatta, Fujairah and even Oman, on occasion.
But what is it about Harley-Davidson motorbikes that attracts so many
people? Why, in a world filled with companies manufacturing bikes of all shapes, sizes, styles and speeds, does this one particular brand hold such a fascination to bikers the world over?
Well, for one, the company has a long and rich history that is soaked in nostalgia. The Harley-Davidson Company was founded in Milwaukee, Wisconsin, USA in 1903 by William S Harley, Arthur Davidson and Walter Davidson.
It was one of only two major American motorbike companies, the other being Indian Motorcycles, to make it through the Great Depression that crippled the country — and most of the world along with it.
Its original bikes were offered to the public as ‘do-it-yourself’ kits and were aimed at biking enthusiasts keen to create their own machine from scratch. From these humble beginnings, the company developed the heavyweight style of bikes it’s known for today, thanks to increased production and investment in American industry brought about by World War II.
In more recent times, the company has successfully staved off competition from the Far East, particularly Japan, whose dominance of the motorbike market sounded the death knell for many established firms, such as the British-made Triumph.
Harley-Davidson also survived a period of negative media coverage in the 50s and 60s which associated motorbikes with society’s less desirable types; think Marlon Brando’s leather jacket-clad rebel in the classic movie The Wild One, or Dennis Hopper’s chopper-riding, drugged-up hippie in Easy Rider.
To a modern-day audience, these characters may come across as cool and iconic, but in the more conservative society of the 1950s and 1960s, they were ultra-controversial and a source of much moral panic in the media.
As if this was not enough, the company also overcame strikes by factory workers and a period of poor quality control to become one of the premier manufacturers of motorbikes in the world, a fact emphasised by the 1.2 million members of HOG chapters all over the world. Despite cleaning up its act, Harley-Davidson didn’t completely wash away its ‘outlaw’ image. Rather, it has been watered down and given some corporate spin and mass marketing razzle-dazzle.
“There’s obviously an image attatched to motorbikes, especially Harley-Davidsons,” says Maruan El Daghma, HOG director and road captain. “The bikes are big and loud, so they attract a lot of attention. People can sometimes see bikers as rough and tough, which is fun for us, although I’ve never thought that myself. We’ve got the bikes, the sunglasses, the leather jackets; it’s a fun image and can add to the appeal of riding for some guys. But we are nice
people, really!
“Our members are of all ages and backgrounds, from older expats to younger locals... it’s a broad mix of society.”
El Daghma, originally from Germany, has been riding motorbikes for 27 years. “There’s no two ways about it, bikes are a way of life. They get in your blood; they are an addiction that you just can’t shake.
“You might keep away from them for a while because you get older, or you’ve had an accident or a lucky escape which scared you and makes you think twice about getting back on a bike now.
“Some people stop riding because they simply can’t afford to have a luxury like a motorbike anymore or they get married and settle down, whatever. But you always come back, the love of motorbikes pulls you back.”
El Daghma is one of those unlucky enough to have had an accident. He made a full recovery, but the incident was serious enough for him to quit riding motorbikes for eight years. It was his wife who encouraged him to get back in the saddle, but on one condition, that his new bike must be 
a Harley-Davidson.
He says, “She was quite insistent. She said ‘Ok, so you want to buy another bike, I won’t stop you. But it can’t be a Japanese bike; it has to be a Harley. So, what choice did I have?”
El Daghma has noticed a big difference between riding motorbikes in the UAE and in Europe. “Back in Germany, and most parts of Europe, people start riding bikes as a means of getting from A to B. They are a form of transport, nothing more.
“As time goes by, they either upgrade and go for one of the racing bikes which are built for speed, speed and more speed, or something a little bit more classic. Racing bikes are great and they are really thrilling to ride, but they
are not built for comfort and long rides. The UAE’s
roads are great for cruising, which makes them ideal for Harley-Davidsons.”
Bode agrees, “Here in the UAE, you have long, straight roads that seem to go on forever into the desert. If you’ve got a sports bike, you don’t want that. You need corners, you need to test the bike.
“Opening up the engine in a straight line is not that much fun as compared to taking corners. So you either spend all your time on a track, or driving out to the Hatta mountains every other weekend, which is not a short ride, especially in the heat.”
So, apart from the ideal cruising conditions, perfect weather most of the year and the low price of fuel, what else is there to encourage a would-be biker to swap his, or her, family hatchback or 4x4 for a life on
two wheels?
“For one, there’s the social side of things,” says El Daghma. “The HOGs are a social group, we are all like-minded people who share a love of Harley-Davidsons and the lifestyle that goes with it. Then there’s the sense of freedom, the open road and the camaraderie that comes with riding with a group of friends, it’s wonderful. We have around 320 members who love it.”
Bode admits that to most enthusiasts, their Harley-Davidson is a means of escaping from the nine to five working life, the chance to disappear for a few hours into their own world, away from reality and, in some cases,
their home life.
“Some people see their bikes as their own private world. It’s all about spending time with the bike, no one else. Just them, the bike and the road. It’s also a very male-dominated and macho world. However, the HOG group as a whole is keen to get as many people as possible involved in the Harley-Davidson lifestyle, and that includes the ladies, too.”
The HOG club has its own ladies chapter, The Ladies
of Harley, who hold their own social events designed to get as many women as possible involved, if not necessarily riding a bike, then to come along as a passenger and savour the experience.
According to Angie Wightman, marketing manager at Harley-Davidson UAE, the number of ladies interested in motorbikes is growing.
“A lot of the ladies who are involved are the wives and girlfriends of HOG members, so it was only natural that they get involved. Some of them are new to riding motorbikes, so they have to learn the basics, but it’s good that they are now part of the scene. It gives the club a real family feel, especially at the big social events and get-togethers. The more ladies who get involved, the better it is for the club.”
El Daghma adds, “The club has members of all nationalities; British, American, Indian, European and Arab. It’s a great way to meet people who you probably wouldn’t meet at work, or in your usual social circle. The club brings people together with one common interest, no matter where they are from in the world.”
Despite the great riding conditions, owning a motorbike in the UAE does have its problems, he points out. “The roads can be pretty dangerous here. Even car drivers have problems, so to ride a motorbike can be pretty difficult. So, when we go out on one of our rides, it’s important that we are organised and are aware of each other and other road users.
“We have a great safety record when it comes to accidents, we haven’t had one for over four years and we are very proud of that. Other road users in the big cities like Dubai and Abu Dhabi are used to motorbikes and know what to expect when they see us coming. But, when we are out in the desert we get a different reaction. There are always a lot of stares, especially if a lot of bikes are involved in the ride.
“Attention is always nice, but not when it’s from a guy driving at 100kmph alongside you in an SUV trying to take a photograph on his mobile phone; then, it can be
a little scary.”
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