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Judgement Days goes on tour

22nd July 2009

The introduction of Harley-Davidson UK’s four-week Judgement Days demo test ride campaign earlier this year, has already achieved more than 2,500 test rides across motorcycles from all five Harley-Davidson families. To build on this success, the UK subsidiary is taking the popular Judgement Days campaign on tour in August and September.

A Judgement Days demonstrator truck, containing 26 Harley-Davidson® motorcycles, will visit five separate locations during August and September with the aim of achieving a further 1,500 consumer test rides. Demo rides can be booked via a simple online process at by any motorcyclist that has held a full motorcycle licence for a minimum of 12 months.

Locations for the events include Cheltenham Racecourse, Blue Water Shopping Centre, Holme Pierrepoint in Nottingham, Harewood House and Gaydon Motor Museum. The strong geographic spread is aimed at making the brand more accessible to the largest amount of motorcyclists.

“Judgement Days proved extremely successful for Harley-Davidson in the UK,” said UK & Ireland Managing Director Stuart Farrell. “So much so, that there is potential for us to lead the way in Europe in terms of taking the brand and our products to potential and existing consumers rather than waiting for them to come to us.

“This is also a great way of encouraging riders to try a variety of our motorcycles to challenge their preconceptions. Although the Motor Company invests hugely in maintaining a familiar look to many of our motorcycles, that should not be mistaken for a lack of technology within the motorcycles.

“The inclusion of the European planning team in the design process during recent years means that Harley-Davidson is producing machinery that is more suitable than ever for UK roads. However, they still have a massive amount of heritage, great styling and fantastic value retention. Judgement Days is the perfect way to prove that to the enthusiasts and sceptics.”

For further information or to book a test ride please visit

Date - Month - Location

  • 1st & 2nd August - Cheltenham Race Course
  • 8th & 9th August - Blue Water Shopping Centre
  • 15th & 16th August - Holme Pierrepont Nottingham
  • 22nd & 23rd August - Harewood House
  • 26th & 27th September - Gaydon Motor Museum