
205Dimension of Variations
rooted in American culture and was central to its appeal to European and Asian customers. At the
same time, the composition of demand and the customer proles were different in overseas markets.
Europe was the focal point of Harley’s overseas ambitions, simply because after United States, it
was the second largest heavyweight motorcycle market in the world. But, European roads and rid-
ing style were different from the United States. As a result, Harley modied some of its models to
better meet the needs and tastes of its European customers. The U.S. Sportster, for example, had a
straight handlebar instead of curled ...