With more than 3,000 visitors to the showroom, and a community that reignited its passion for the brand, Harley-Davidson celebrates its first year of operations in Chile alongside Inchcape, marking the successful return of one of the most iconic motorcycle brands in the world.
The unmistakable roar of Harley-Davidson was once again heard loud and clear in Chile. One year after its official return to the country with Inchcape, the iconic American brand celebrates its first anniversary, consolidating a relaunch process marked by strong commercial performance, unprecedented milestones in the region, and, above all, a deep connection with the Harley-Davidson community.
Harley-Davidson returned to the Chilean market with a renewed operation alongside Inchcape, offering a complete lineup of models, accessories, and lifestyle proposals, bringing back to the brand's fans a comprehensive experience that combines history, power, and technology. Chile, historically one of the most relevant markets for premium high-displacement motorcycles in Latin America, has thus regained its position as a key market for the brand.
“Celebrating one year of operations in Chile is a very significant milestone for us. Not only because it marks Harley-Davidson's return to the country, but because we achieved it by listening to the community and step by step rebuilding the experience that Harley enthusiasts were eager to relive,” said Benjamín Grohnert, Premium Motorcycles Manager at Inchcape Chile. “It has been a year of great learning, but also of immense pride in seeing how the community has once again embraced the brand as their own.”
During 2025, more than 3,000 customers visited the showroom, further establishing itself as a must-visit destination for international Harley enthusiasts. At the same time, Harley-Davidson maintains a leadership position in the Touring and Cruiser segments, accounting for nearly 75% of motorcycles in its segment.
Among the main milestones of the period are the implementation of the new Fuel Facility standard, the Inaugural Ride with more than 300 motorcycles touring Santiago, and the visit of the United States Ambassador, who participated in an event alongside brand representatives and members of the local community.
The community has been a key pillar in this process. People of different ages, styles, and backgrounds, united by their passion for Harley-Davidson, have actively supported the brand's revival in Chile, transforming the showroom into a space for connection and experience beyond just purchasing.
From Inchcape, the world's largest independent automotive Distributor and representative of Harley-Davidson in Chile, they highlight the strategic value of the first year and the brand's growth potential in the country. “Harley-Davidson is a unique brand, with an identity and a community that are unmatched. For Inchcape, leading its return to Chile has been as challenging as it has been rewarding, and the results confirm the brand's potential when operational excellence is combined with active listening to customers,” said Jorge Maldonado, Managing Director of Inchcape Southern Cone, which oversees the company's operations in Chile, Argentina, and Uruguay.
Looking ahead to its second year, Harley-Davidson is projecting a new phase of growth, with the arrival of 2026 models, new versions of its current portfolio, and the much-anticipated return of a historic member of the Harley-Davidson family. The community will remain the core of the operation, with more activities, rides, gatherings, and experiences designed to continue strengthening the bond with the brand.
“This first year can be summed up in one phrase: an incredible journey... that is just beginning,” conclude representatives from Harley-Davidson Chile.