Baechli Harley Heaven Back to be “Wild”!

Shocking news from the Swiss Harley scene: Harley-Davidson Switzerland is terminating its 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 Harley Heaven team in Dietikon/Switzerland. Of all things, what is still the most successful and high-profile Harley dealer in Switzerland will no longer have its status as “official” Harley dealer extended for 2022! The name “Bächli” and Harley-Davidson have been synonymous in Switzerland for 55 years: Felix and Rainer Bächli have made the Harley Heaven on the outskirts of Zurich the best-known and most committed Harley dealer in Switzerland - and even held it in both Corona -The top position in sales of new Harley vehicles in 2020 and 2021.

Contrary to the pressure from other brands and delivery problems on the European market, which were also reflected in the sales figures in Switzerland. While 2,870 Harleys were newly registered in Switzerland in the 50th anniversary year of Harley Heaven (2017) - and Harley was in third place in the federal registration statistics - the cult brand “greased” (in boom times with a 26% share of registrations in Switzerland !) by 2020 to 10th place and 1,972 registered motorcycles (source: www.motosuisse.ch).

A decline that was further accelerated due to last year's total loss of motorcycle tourism, events , the resulting fewer kilometers driven and some internal Harley difficulties. If you add the losses from the lockdown times, many Swiss motorcycle dealers had to look for additional income, especially those specializing in US brands. Also and especially the largest Harley dealer in Switzerland - “Bächli Harley-Heaven” had invested over 10 million Swiss francs in the last ten years in the expansion and brand-specific expansion of the business building and other activities and relied on ongoing market success - had to face 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 announcement, the expulsion from “official status” will result in a change from the Harley-Davidson Company defined “One Brand Strategy”, which prohibits official Harley dealers from offering another motorcycle brand in-house in the future.

“This serious decision was made at Harley-Davidson Switzerland without prior discussion with Felix Bächli AG (Harley-Heaven),” explains Rainer Bächli, “and defies the fact that there have been several Harley-Davidsons in Switzerland and Europe for years. Davidson dealers that carry other brands besides Harley-Davidson”. In 2020, under pressure from the massive decline in Harley sales figures, Rainer Bächli brought the BMW brand on board, not least in order to bring new, non-brand customers into the house and get them excited about the V-Twins.

If the situation for Harley Heaven weren't so serious, the story would have the makings of a real grotesque: If the “one brand strategy” given as justification actually existed and was applied more rigorously to Harley dealers, Harley's policy would change radically change. In Harley's 118-year history, there have been several examples of co-operations and attempted takeovers. Examples? A selection of those made public: Rikujo (1929-1945), Aermacchi (1960-1978), Buell, KTM, MV-Agusta and Ducati. Not to mention Harley's own efforts to establish the electric Harley's 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 make any real 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 for the fact that the new ones, who were not yet well versed in the complex Harley history of company-dealer-customer relationships, Managing directors are not aware of the importance of individual “lighthouse” retailers for end customers and the scene?

As a reminder: Felix Bächli was so successful with his import of Harley's from 1967 onwards that official dealer status was practically forced on him in 1978. He sold more US twins than the “official” Swiss importer - from his small shop in Bellikon, which only came to Dietikon in 1994 as Harley-Heaven. And that's when the success story really began! Numerous visits from US Harley managers and bosses from Milwaukee over the last 20 years testified to the sales success and the business premises, which are perfectly tailored to Harley requirements, including their own bar and terrace. The pictures of the “topping up” in 2014 and the company’s 50th anniversary in 2017 are still in my memory. But it doesn’t seem to count anymore…?

If you want to “hang” one of the largest Harley dealers in Europe as a warning with the message “Eat Harley or die!” It can be, but it doesn't have to be. The possibility is one of many, but it is also likely to be received negatively by other financially distressed Harley dealers. Not to mention the customers who are otherwise completely loyal to the brand. Until now, was a dealer's sales success the factor that guaranteed the continued existence of the business? Competing Swiss Harley dealers, who are already looking forward to additional new motorcycle contingents from Thailand and additional maintenance/customizing orders, are also likely to look rather skeptical soon: The “Harley Heaven” may be history as an “official” one, but it is a workshop and shop not washed from the Reppisch into the Limmat.

The opposite is the case: the well-coordinated and committed team will be more determined than ever to serve the V-Twin for its customers, even without the Bar & Shield logo. And bring additional brands into the company that are beneficial to the image. After the shock, Triumph is already in discussion, BMW is already on the Bächli boat and would have also brought additional suggestions to Harley customers. The fact is: With the “expulsion” from the Harley dealer community, the largest independent Harley and high-end custom bike dealer in Switzerland is created in one fell swoop – and one of the largest “free” in Europe!

Freed from any purchasing shackles and brand constraints, plus 55 years of experience in the business, sales development at the future Bächli Motorcycle Heaven is likely to tend towards an upward trend - although bikes sold by other “still official” companies are also likely to come to Dietikon for service in tried-and-tested hands. Harley-Davidson Switzerland - and whoever is behind the decision - will soon experience it: the well-rehearsed Bächli team knows how to hold its own even under the most difficult conditions. This “dealer ejection” will have waves far beyond Switzerland: Is there a better definition for “own goal”?

The final word goes to Rainer Bächli, under whose leadership the “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 of a successful multi-brand strategy. From the beginning of 2022 under the umbrella brand “Bächli Motorcycles,” says Rainer Bächli, “we are convinced that we will continue to serve very satisfied customers with the brands BMW, Triumph 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 employees and customer service.”

Being Swiss also means being “free” – you should also think about that in Milwaukee. Especially for a motorcycle brand that capitalizes the word “Freedom” in its texts like Harley-Davidson…

Text: HRF, photos: Motographer & Baechli Press

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