Baechli Harley Heaven Back to be „Wild“!

Shocking news from the Swiss Harley scene: Harley-Davidson Switzerland terminates dealer contract with the most successful Swiss Harley dealer! Possible consequence: Bächli Harley-Heaven becomes the largest independent Harley dealer in Switzerland!

The news came as a surprise and a shock, especially for the affected team at Harley Heaven in Dietikon/Switzerland. The status of „Official“ Harley Dealer will no longer be extended for 2022 for the - still - most successful and high-profile Harley dealer in Switzerland! For 55 years, the name „Bächli“ and Harley-Davidson have been synonymous in Switzerland: Felix and Rainer Bächli have made the Harley-Heaven just outside Zurich the best-known and most dedicated Harley dealership in Switzerland - and even in the two Corona years 2020 and 2021, they held the top position in sales figures for new Harley vehicles.

Contrary to the pressure from other brands and supply problems on the European market, which were also reflected in the sales figures in Switzerland. While 2,870 new Harleys were registered in Switzerland in the 50th anniversary year of Harley Heaven (2017) - and Harley was in 3rd place in the federal registration statistics - the cult brand (with 26% registrations in Switzerland during the boom!) „slipped“ to 10th place and 1,972 registered motorcycles in 2020 (source: www.motosuisse.ch).

A decline that was further accelerated by last year's total loss of motorcycle tourism, events, the resulting lower mileage and some internal Harley difficulties. If you add to this the losses from the lockdown times, many Swiss motorcycle dealers had to look for additional income, especially those specializing in US brands. Switzerland's largest Harley dealer in particular - after all, „Bächli Harley-Heaven“ had invested over 10 million Swiss francs in the expansion and brand-specific development of the business premises and other activities over the past ten years, and was banking on continued market success - also had to face up to the tougher conditions.

Of all things, the efforts to preserve the beloved core business „Harley-Davidson“, which has been pursued with great enthusiasm for decades, has now become a stumbling block for Bächli: According to the official Bächli press release, the reason for the removal from „official status“ is a «One Brand Strategy» defined by the Harley-Davidson Company, which prohibits official Harley dealers from offering another motorcycle brand in the future.

„This serious decision was made by Harley-Davidson Switzerland without prior discussion with Felix Bächli AG (Harley-Heaven),“ explains Rainer Bächli, „and despite the fact that there have been several Harley-Davidson dealerships in Switzerland and Europe for years that carry other brands in addition to Harley-Davidson.“ In 2020, Rainer Bächli brought the BMW brand on board under pressure from massively declining Harley sales figures, not least to attract new, non-brand customers and get them excited about the V-twins.

If the situation for Harley Heaven wasn't so serious, the story would have the makings of a real grotesque: if the „One Brand Strategy“ cited as a justification actually exists and is applied more strictly to Harley dealers, Harley policy would change radically. In the 118-year history of Harley, there have been several examples of co-operations and attempted takeovers. Examples? A selection of those that have become public: Rikujo (1929-1945), Aermacchi (1960-1978), Buell, KTM, MV-Agusta and Ducati. Not to mention Harley's own efforts to establish electric Harleys as its own brand under the name „Live Wire“.

It is doubtful whether the real reasons for the „expulsion“ will ever become public: The attempt to „eliminate“ the most successful Swiss Harley dealer does not really make sense. Neither on the part of DACH (Harley-Davidson Germany-Austria-Switzerland) nor the parent company in Milwaukee, both of which could at least be credited with the fact that the new managing directors, who are not yet so well versed in the complex Harley history of company-dealer-customer relationships, are not yet aware of the importance of individual „lighthouse“ dealers for the end customers and the scene?

As a reminder: Felix Bächli was so successful with his import of Harleys from 1967 onwards that official dealer status was practically forced upon him in 1978. He sold more US Twins than the „official“ Swiss importer - from his small store in Bellikon, which only moved to Dietikon as Harley Heaven in 1994. And that's when the success story really took off! Numerous visits from US Harley managers and bosses from Milwaukee over the last 20 years have borne witness to the sales successes and the business premises, including its own bar and terrace, which are perfectly tailored to Harley requirements. The pictures of the „expansion“ in 2014 and the company's 50th anniversary in 2017 are still fresh in our minds. But doesn't it seem to count anymore...?

Do you want to „hang“ one of the largest Harley dealers in Europe as a reminder with the message „Eat Harley or die!“ Maybe, but not necessarily. The possibility is one of many, but is also likely to be received rather negatively by other financially hard-pressed Harley dealers. Not to mention the otherwise brand-loyal customers. Until now, the sales success of a dealer was the factor that guaranteed the continued existence of the business? Competing Swiss Harley dealers, who are already looking forward to additional contingents of new motorcycles from Thailand and additional maintenance/customizing orders, are also likely to look rather sceptical soon: The „Harley Heaven“ may be history as an „official“, but the workshop and store have not been washed down the Reppisch into the Limmat.

The opposite is the case: the well-coordinated and committed team will be more determined than ever to serve its customers with the V-Twin, even without the Bar & Shield logo. And bring in additional brands that are good for the image. After the shock, Triumph is already being discussed, BMW is already in the Bächli boat and would also have brought additional inspiration to Harley customers. The fact is: with the „ejection“ from the Harley dealer community, the largest independent Harley and luxury custom bike dealer in Switzerland - and one of the largest „free“ ones in Europe - is created in one fell swoop!

Freed from any purchasing constraints and brand pressure, plus 55 years of experience in the business, the future Bächli Motorcycle Heaven is likely to see an upward trend in sales - although bikes sold by other „still official“ dealers will probably also come to Dietikon for servicing in tried and tested hands. Harley-Davidson Switzerland - and whoever is behind the decision - will soon find out: The well-rehearsed Bächli team knows how to hold its own even under the most difficult conditions. This „dealer expulsion“ will make waves far beyond Switzerland: Is there a better definition of „own goal“?

The final word goes to Rainer Bächli, under whose leadership „Heaven“ will also master this challenge: „We very much regret the decision - all the more so because we cannot understand it, as there are already several Harley-Davidson dealers in Switzerland and Europe with a successful multi-brand strategy. From the beginning of 2022 under the umbrella brand «Bächli Motorcycles»,“ says Rainer Bächli, „we are convinced that we can continue to serve very satisfied customers with the BMW and Triumph brands and as an independent Harley-Davidson dealer (Bächli Motorcycle Heaven). The Bächli family is committed to the proven Dietikon location and continues to invest in its employees and customer service.“

Being Swiss also means being „free“ - something Milwaukee should think about. Especially with a motorcycle brand that capitalizes the word „Freedom“ in its texts like Harley-Davidson...

Text: HRF, Photos: Motographer & Baechli Press

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