Jeep and Harley-Davidson have renewed and strengthened their European partnership for the fifth consecutive year. Under the arrangement, the Jeep brand will remain a key partner and official sponsor of major Harley-Davidson events and rallies throughout Europe, the Middle East and Africa (EMEA).
Brands don’t come much more iconic than either Harley-Davidson or Jeep. Each boasts a long and fabled history played out on the world stage. And today, both produce vehicles that encapsulate the very essence of freedom and the spirit of adventure.
Building on the success of the last four years, Jeep will have a larger presence at three major Harley-Davidson European events. Jeep will also attend other Harley-Davidson events in the year including Africa Bike Week in South Africa, the Tuscany Rally in Italy and the Thunder in The Glens event in Aviemore, Scotland. In addition, Jeep will showcase vehicles at local events across the EMEA region.
Event visitors will be given the opportunity to get up close and personal, and test, the entire Jeep lineup. A special guest at each major event will be one of the new products that will enhance the Jeep range this year, including the all-new Wrangler. All will be available for exciting test drives on and off-road. The full 2018 range of Harley-Davidson motorcycles, including the all-new Softail models, will be on display and available for test rides at all events.
There will also be a strong Jeep dealer presence to handle enquiries, a terrace “chill out” area, an exciting zip line experience and a Mopar expo area where the public will be able to admire the latest Jeep models. This will include the iconic Wrangler equipped with Mopar Original Accessories created to enhance its look, functionality and off-road capabilities. Visitors will also receive information on Mopar products and services, as well as on the endless possibilities of customising their Jeep vehicles.
Visitors can purchase Jeep and Harley merchandise from the official outlet stores on site, while H.O.G members can also take advantage of a limited offer with preferential rates to purchase new Jeep vehicles. All events will be complemented by strong digital, social media and print exposure for the Jeep brand across all of Harley-Davidson’s channels.
The reinforced relationship builds on the core values the two brands share – freedom, adventure and a passion for the open road, with all of the experiences it brings. Both produce vehicles that encapsulate the very essence of freedom and the spirit of adventure, and allow customers to live out their individuality in a strong and distinctive way. Owners of the two brands also share something very special – a sense of belonging that often translates into highly customised vehicles that reflect their owners’ creativity and personality. 
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