Harley-Davidson has announced a surprising partnership with Jeep in Europe, snubbing Ford whose CEO Jim Farley sits on Harley's board. The deal includes joint promotional events and test drives across multiple European countries, with no mention of Ford.
Harley-Davidson has announced an unexpected partnership with Jeep in Europe, leaving many puzzled because Ford’s CEO Jim Farley holds a seat on Harley’s board. According to a RideApart report, the collaboration includes joint promotional events and test drives in several European countries, with no mention of Ford.
Why Jeep Instead of Ford?
The likely reason is target audience alignment: Jeep and Harley share a customer base that loves adventure and off-roading, while Ford focuses more on family cars and trucks. Jeep also has a strong presence in Europe with models like the Wrangler, which fits Harley’s spirit.
Does the Deal Affect Harley’s Relationship with Ford?
Despite Jim Farley being on Harley’s board, the deal doesn’t appear to threaten the relationship. Ford and Harley have an existing partnership in North America involving Ford-branded motorcycles. In Europe, Harley simply chose a brand more aligned with its identity.
Details of the European Partnership
The deal includes organizing joint events at motorcycle shows, offering special deals for Harley customers to buy Jeep vehicles, and off-road test drives. Activities are expected to start in summer 2025.
Will These Offers Reach the Middle East?
Neither Harley nor Jeep has announced plans to expand the partnership to Gulf markets yet. However, given the popularity of both brands in the region, surprises may come soon. We’ll keep you updated.
Frequently Asked Questions
Why did Harley choose Jeep over Ford in Europe?
Because Jeep and Harley target the same demographic of adventure and off-road enthusiasts, while Ford focuses on family cars and trucks. Jeep also has a strong European presence with models like the Wrangler.
Will this partnership affect Harley's relationship with Ford?
No. Ford and Harley have an existing partnership in North America, and Ford CEO Jim Farley remains on Harley's board. The European deal is separate.
When will the Harley-Jeep partnership events begin?
Events are expected to launch in summer 2025, including shows, test drives, and special offers.
Sources
- RideApart — Weirdly, Harley-Davidson Partnered With Jeep In Europe Instead of Ford
