That icon of American freedom and passion to ride on the vast open highways, Harley-Davidson, has just ridden into Shanghai with the opening of its second store in Chinese mainland.

The Chinese riding adventure may not be as easy as in other countries but Jim Ziemer, chief executive officer of Harley-Davidson, is confident that the Chinese market is a growing one for the US firm.

"This opening (of the store) represents another significant milestone in our entry into what we believe will be a growing market for Harley-Davidson," Ziemer said at the weekend opening ceremony of the outlet.

The Shanghai Harley-Davidson store is the second one for the Milwaukee, Wisconsin-based company under its partnership with Feng Huolun, marking the American icon's expansion to the eastern China region.

The showroom, located outside Shanghai's Outer Ring Road, offers the company's imported premium American-built motorcycles costing from 80,000 yuan (US$10,810) to over 300,000 yuan. It also sells parts, accessories and Harley's famous leather jackets.

However, the ride to China may not as easy as in other countries. Motorcycles, especially those with big engines, face a lot of riding restrictions that prevent them from major roads and highways in many Chinese cities. Shanghai banned registration of private motorcycles in 2002.

The Harley-Davison motorcycles, popularly known as Harleys, sold in Shanghai are only allowed to ride outside the city's Outer Ring Road and owners have to register their bikes in Beijing, Gerry Wan, general manager of Shanghai Harley-Davidson, said.

Ziemer said he will also meet government officials to discuss on how to develop the leisure motorcycle market during his visit to China this time.

With the opening of the showroom, Shanghai Harley-Davidson joins a network of over 1,300 dealers in more than 60 countries.

Harley-Davison opened its first store in Beijing in April last year as China's commitment to the World Trade Organization helped to reduce import tariffs and ease its import quota.

More than 100 Harleys have been delivered within one year of the store's operations, Hollis Zhao, general manager of Beijing dealership, claimed.

For a 30-year-old government employee surnamed Qian, the "Harley Davidson represents a culture, a lifestyle of freedom and passion" as he joined dozens of Harley motorcycle enthusiasts at the opening ceremony of the bike's store.

Qian is already planning to trade his original Harley for a more powerful version.

(Shanghai Daily November 5, 2007)