The level of competition is fierce in the main market, because numerous competitors in the industry, such as Japanese manufacturers such as Honda, Yamaha, Suzuki and BMW in Europe. Domestically, Yamaha can be considered a direct competitor of the model, because it now produces clones of the Harley Davidson model, however it does not have the brand image that Harley Davidson enjoys (Oosterwalt, 2010). In the US market Harley Davidson has been the market leader for fifteen years. For this reason the level of competition in this high-end segment is not so fierce, although at the same time the market is very narrow and therefore the possibilities for growth are a bit low.