Big on bikes: Harley-Davidson’s Paul O’Callaghan on community, customisation, health

Harley-Davidson is more than a motorcycle brand — it’s a culture, a lifestyle and for many, a lifelong passion. In the UAE, this legendary marque has built a thriving community of riders bound by adventure and camaraderie.

Speaking to Gulf Business, Paul O’Callaghan, general manager of Harley-Davidson in Abu Dhabi and Dubai, discusses the brand’s evolution in the region, the growing diversity of riders, and the company’s latest initiative, ‘Mid-Life Check’— a health campaign encouraging bikers to prioritise their wellbeing as much as their machines.

From customisation trends to future growth plans, O’Callaghan shares insights into what keeps Harley-Davidson roaring forward. Here are excerpts from the discussion.

Harley-Davidson has a strong community spirit. What fosters this deep sense of camaraderie among riders?

Harley-Davidson riders transcend social classes. The moment someone puts on their helmet and jumps on a bike — whether it’s an old or new Harley — the passion for riding unites them. This shared enthusiasm creates a brotherhood and sisterhood that makes Harley-Davidson more than just a brand; it’s a way of life.

Over generations, this sense of belonging has only grown stronger, binding people together through their love for the open road and social connection.

How does Harley-Davidson ensure a consistent, high-quality customer experience globally?

Dubai is a global hub, attracting expats and tourists, so delivering an exceptional experience is critical. Harley-Davidson is meticulous about maintaining its brand image, enforcing strict guidelines that ensure consistency worldwide. Whether you visit a dealership here or in Germany, the experience remains seamless.

The brand’s essence — freedom and mobility — has remained intact since its origins in a Milwaukee bike shed over 120 years ago. That spirit continues to drive everything we do today.

How would you describe the ‘Harley-Davidson’ personality?

Harley-Davidson is open to everyone. It’s inclusive, welcoming, and transcends boundaries, uniting communities through a shared passion for riding.

How has Harley-Davidson evolved in the region? What trends are shaping customer demographics?

Dubai has transformed significantly over the last 30 years, and we’ve adapted alongside it. The demographic has widened with more international workers and expats embracing the brand. Locals, too, appreciate Harley-Davidson as both a lifestyle symbol and a collector’s item.

Not everyone is a rider — some are enthusiasts or collectors. As our original customers age, we’re continuously engaging younger generations. Female riders have also become a major part of our community, marking a significant shift over the years. Harley-Davidson welcomes everyone, and we’ve evolved to reflect that.

How strong is the Harley-Davidson community here?

Incredibly strong. The Harley Owners Group (H.O.G.) has well-supported chapters in Dubai and Abu Dhabi. The Enigmas Motorcycle Club, who helped launch our latest initiative, Mid-Life Check, are another key part of this vibrant riding culture.

Harley-Davidson recently launched the ‘Mid-Life Check’ programme in collaboration with the Enigmas Motorcycle Club and Dr. Sulaiman Al Habib Medical Group. What inspired this initiative?

It was a natural fit for us. When the idea of ‘Mid-Life Check’ came up, it resonated with our community and values. Our riders are largely in their late 40s and 50s — an age group that often prioritizes maintaining their bikes over their own health.

Prostate cancer is one of the most common cancers worldwide, particularly affecting men over 50. A Lancet Commission study predicts diagnoses could reach 2.9 million by 2040. In the UAE, screening is recommended from age 50, or earlier for those at risk.

The ‘Mid-Life Check’ programme makes screening effortless. We offer a free PSA blood test, integrated into our annual service plan. Every 500-mile check-up includes a complimentary screening at any Dr. Sulaiman Al Habib clinic in the UAE, covered under a two-year service warranty. The biggest challenge isn’t the disease — it’s getting men to screen. By making it routine, we aim to remove that hesitation.

Harley-Davidson is more than a brand; it’s a lifestyle — freedom, adventure, and community. True freedom means taking control of your health, not just the road. This programme offers peace of mind, ensuring riders can enjoy many more miles ahead. A few minutes for a check-up could mean a lifetime of riding.

How has 2024 been for Harley-Davidson in the region, and what are your expectations for 2025?

The year 2024 has been a solid one — revenues and market share are up. But there’s always room for growth. We’re gearing up for an exciting 2025, with new models launching soon. Our upcoming open house will showcase these next-generation bikes.

What is your focus for leading Harley-Davidson forward in the UAE?

My focus is on brand awareness, partnerships, and expanding our customer base. It’s not just about selling bikes; it’s about embedding the brand into everyday life — through riding, fashion, and accessories we are also known for.

We’re exploring new ways to market the non-riding aspects of Harley-Davidson, making it more accessible in Dubai’s lifestyle scene.

Is retail a key part of Harley-Davidson’s business here?

Absolutely. Beyond bike sales, our used service park is crucial. We want to recapture service opportunities, especially during Dubai’s quieter summer months.

Many customers travel, so we offer a service where we upgrade, customise and detail their bikes while they’re away, ensuring they return to a refreshed ride.

How important is customisation for your customers?

Customisation is at the heart of Harley-Davidson. Every bike has the potential to be one-of-a-kind.

Our specialists guide customers through their customisation journey, ensuring modifications suit their style and needs. It’s more than selecting parts from a catalogue — it’s about crafting a personal connection with the bike.

We also work to break down barriers, making our space welcoming, especially for female riders entering what was traditionally seen as a male-dominated arena.

What would you recommend to someone new to Harley-Davidson who wants to start riding?

It depends on their experience. If they’re new to riding, we suggest something light, agile, and affordable to ease them into the brand. If they have riding experience, we tailor recommendations based on their style — be it touring, cruising, or adventure riding.

Which Harley-Davidson models are most popular in the UAE?

Our touring models are a favourite. These big bikes are built for long journeys, equipped with satellite navigation, Bluetooth, large displays, and premium sound systems — perfect for exploring the open road with comfort and style.

What’s your favourite Harley-Davidson model?

The Softail Breakout. It’s been my go-to bike since its launch, and it still is.