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Harley launches search for new King of Custom

16th April 2010

Inspired by the recent success of two dealer entries – Shaw Harley-Davidson and Warr’s – in the AMD Official World Championship of Custom Bike Building, Harley-Davidson UK and Ireland has launched a customer competition to find the new King of Custom – with a £10,000 cash prize up for grabs in the grand final.

The ‘Custom Movement’ born out of the Second World War has been embraced by Harley-Davidson and its customers, with a comprehensive Genuine Parts and Accessories offering available to support enthusiasts’ requirements for an individual motorcycle. But the most exciting aspect of building a Custom creation is having the opportunity to showcase it to other enthusiasts.

With this in mind, Harley has launched a new website to display short listed motorcycles at and the finalists will be decided by an online public vote.

To be in with a chance of reaching the grand final for a shot at the cash prize, entrants must be aged 18 or over and must register a new Harley-Davidson motorcycle in the UK and Ireland between 1 March and 31 December 2010. The complete bike must have the original factory frame and engine and entries should be submitted with an entry form, full parts list, sponsoring dealer details and three images.

Receipt of entries will be confirmed by email and Harley-Davidson will select short listed bikes to be displayed on the website for public voting. A different winner will be selected from the voting system each month to qualify for the final. The closing date for all entries is 31 December 2010. Full competition details and terms and conditions can be found at

“Customisation is a key part of the Harley-Davidson lifestyle,” says Allan Brownridge, Brand Manager for Harley-Davidson® Parts, Accessories and Merchandise for the UK and Ireland. “The competition introduces a new incentive into the process and gives the entrants an opportunity to showcase their creativity and compete for the title of the UK’s new King of Custom.”