Harley-Davidson in the UAE: Shifting gears on who rides and why

Harley-Davidson has long been associated with a specific type of rider—typically young macho men chasing freedom on the open road. But in the UAE, that image is evolving.

Around 70% of Harley’s customer base in the country are men aged 50 and above. For many of them, the appeal isn’t about rebellion or thrill-seeking. “They’ve lived life. They know what they want,” said Paul O'Callaghan, General Manager of Harley-Davidson UAE. “It’s more about freedom than chasing a dream.”

This age group also happens to be at higher risk of developing prostate cancer—something the company says it’s aware of, as it looks to align its brand more closely with rider well-being.

At the same time, more women in Dubai are buying motorcycles of their own and stepping away from the traditional “passenger” role. It’s a noticeable shift that reflects broader changes in attitudes toward gender and mobility in the region.

Then there’s the weather. With summer temperatures often exceeding 45°C, riding in the Gulf isn’t easy. But many riders aren’t giving up their bikes—they’re adapting. Early-morning and late-night rides are common, and vented clothing helps manage airflow during the heat of the day.

While Harley-Davidson still leans into its legacy appeal, the company’s UAE presence is becoming a lens through which broader societal shifts are visible—from health awareness to gender roles to how people adapt to their environment. The story isn’t just about the bikes anymore. It’s also about who’s riding them—and why.