So, Jochen, very welcome to this podcast. It's just such a pleasure to have you on.

Thanks for having me.

Perhaps we can just start by asking you, what does Harley Davis mean? What's in that brand?

Well, it's one of the most iconic brands in the world. It's been around for 119 years and it stands for a lot of things.

And in particular, the freedom to ride, getting on the road and having adventure.

That's what we say, freedom for the soul.

And adventure is really what makes Harley an extraordinary brand that is highly desirable in a global

context.

And you're a biker yourself?

I am.

I grew up, started riding when I was 16, and then stopped like many do once I had my

university degree and started working and then went back into

cut back into writing in my 30s and I've been writing ever since.

Yeah.

Now, what's happening to the riders, you know, the age group and average age and so on?

Well, you know, we've had many, many generations of riders.

As I said, the brand, the company was founded in 1930s.

So next year is our 120th anniversary, which is quite extraordinary for such an American icon.

And so it's gone through, you know, many ups and downs to two world wars, the great recession, depression,

and we've always come out of it on top. So there are, you know, many generations that identify

with Harley Davis as a company and with writing itself. And, you know, we obviously always have

to make sure that we get new customers, new people converted to riding as others

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