New Harley-Davidson authorized dealer in Rümlang near Zurich
Harley-Davidson is not wasting any time in installing Harley-Davidson dealer The Bütikofer company, already well known at Harley-Davidson in Switzerland , will be building a new store in Rümlang near Zurich according to Harley-Davidson specifications and opening in July 2022.
According to Harley-Davidson, the pop-up store will start in April 2022 at the new location for people to get to know each other and conduct initial sales discussions.
New Harley-Davidson store with over 2311m 2 of total space
The modern Harley-Davidson store has an attic that is accessed via a semi-open middle floor. The exhibition of the new Harley-Davidson models is planned on the ground floor. The spacious rooms are flooded with lots of daylight; in the project drawing it at least looks very modern and open. According to information from Bütikofer, the showroom, middle and attic floors will occupy 832 m 2 of the area.
The warehouse is given a generous 442 m 2 and the workshop 395 m 2 , where not only workshop and service work on Harley-Davidson motorcycles will be carried out in the future, but also preparations will be made for the professional customization of the motorcycles . The remaining 642 m 2 will probably be allocated to the outdoor area, but the company has not yet provided any further information.
How does the change of dealer fit in with the one-brand strategy?
At the turn of the year, Harley-Davidson terminated the contract of the now former Harley-Davidson authorized dealer Harley-Heaven Bächli AG. Today the company is called Motorcycle-Heaven Bächli AG and is still represented as an independent dealer in Dietkon, with its location in the northwest of Zurich. According to previously known information, one reason for the termination was the proximity to other motorcycle brands. The difference seems to be that the proximity to other brands was locally visible and apparently both parties could not find a solution that would have been satisfactory for everyone involved.
The new Harley-Davidson authorized dealer for the Zurich area will start in July 2022
The Bütikofer company belongs to the Weinfelden AG group of companies. The group of companies is a very strong player in the Thurgau and Zurich areas, particularly in the automotive sector. The company Moto77 also belongs to the group of companies with its official Ducati location and another Harley-Davidson authorized dealer location Moto84 in Weinfelden.
The Weinfelden AG companies are geographically separated, but it is surprising that a completely independent successor that does not have any business relationships with other brands, no matter how many corners, was awarded the contract. There are only two options: either no other applicant could be found for this location in Switzerland at such short notice, or Harley-Davidson doesn't see it as that narrow as long as there is no other motorcycle brand from the respective operator around the Harley-Davidson store is present.
The new Harley-Davidson authorized dealer location in Rümlang is approx. 17 kilometers away from the former authorized dealer and is located north of Zurich.
External link to the new HD authorized dealer!
As a rule, customers are rarely interested in these company strategies, but they still decide on long-term success!
The customer who has been satisfied with Bächli so far will have to decide between brand loyalty or dealer loyalty in the future. Both are of course also possible, but it is the way of things that you as a customer will decide at some point. Let's wait and see if there is a winner over time or just losers. In the end, the decision rests with the customer and that's a good thing!
Text: Harleysite Photo credit/release Harley-Davidson
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