In a move to grant its customers an unforgettable journey of a lifetime, Harley-Davidson Korea hosted a cross-country motorcycle tour of 14 nights in the United States, which officially concluded last week.

Under the title “Into the Route 66,” the program brought a total of 40 Harley-Davidson customers, their family and company staff on a road trip down the historic Route 66 -- one of the oldest highways in the U.S. also known as the “Mother Road.”

The tour kicked off on July 11 from the highway’s starting point in Chicago, where the first Harley-Davidson branch opened its doors in 1904.

The crew traveled roughly 4,200 kilometers, passing through Texas and a number of other states to wrap up their motorcycle journey in Los Angeles on July 26.

“The tour was launched for our Korean customers who are looking for an exclusive riding experience in the U.S.” said Harley-Davidson Korea representative Kim Sung-won.

“Through the tour, the company is looking to bolster customer loyalty by delivering a truly premium experience,” he said, adding that the event was organized exclusively for customers who recently purchased a Harley vehicle.

Since its conception in 2006, the U.S. tour has been held annually on different routes starting from 2012, reinstating itself as the automaker’s flagship summer promotional event.

In particular, this year’s edition revived the cross-country route for the first time since 2006, attracting a particularly larger pool of applicants. A highlight of the tour was a special guided visit to the Harley-Davidson Museum in Milwaukee organized by the automaker in a bid to help Korean riders better understand the company’s history and values.

“Thanks to excellent preparation by the company staff, I was able to get through the long-term tour without any difficulties. It was truly an experience of a lifetime,” said Lee Chang-hee, a 58-year-old businessman who participated in the motorcycle tour with his wife.

“From the program content to lodging, food, safety and costs, the tour was excellent in every aspect,” said Lee, who celebrated his 30th wedding anniversary during the tour. “After experiencing such a unique marketing program, my perception of Harley has improved greatly,” he said.

Harley-Davidson Korea planned and organized the entire trip, while collecting a flat fee of 7 million won ($6,000) from each participant and an additional 4 million won for those wishing to bring family or friends.

“It was such a great experience to be able to ride across the U.S. with my son and teach him the joys of challenge, perseverance and accomplishment,” said rider Kim Sang-kyu, 56, who took part in the tour alongside his 24-year-old son Kim Sung-pyo.

Meanwhile, the automaker has been organizing a number of other local promotional events and riding tours for its customers, including a New Year’s celebration event, a seasonal kickoff tour, an overnight family tour, a nationwide tour, a women-only tour and club parties, among other events.

“Harley-Davidson Korea will continue to develop new programs and tours to satisfy our customers and deliver the best brand experience possible,” said the company’s chief operating officer Kang Tae-woo, emphasizing the exclusivity of the recently-concluded U.S. tour.

“Though around 90 percent of Korea’s motorcycle market consists of industrial vehicles, more people are taking up riding for leisure today,” Harley-Davidson Korea representative Kim said, adding “Harley-Davidson will continue running more programs to help nurture a healthy and safe motorcycle culture in Korea.”

By Sohn Ji-young (jys@heraldcorp.com)