Lumi, Seera Group’s vehicle rental business, has set an industry-first in the Kingdom by providing Harley-Davidson bikes on rent exclusively. Through its partnership with Harley-Davidson Motor Company, Lumi has launched the first fleet of touring and cruiser motorcycles that enable bike aficionados to explore the Kingdom in inimitable style.
Touted as a disruptive business model that will transform the vehicle rental sector, the new service will benefit not only bike enthusiasts in the Kingdom but also visitors as Saudi Arabia prepares to welcome global travelers both on business and leisure.
The partnership is highlighted by two significant strengths: One, the premium features and outstanding performance of the Harley-Davidson bikes backed by the seamless service of trained technicians; and two, Lumi’s advanced booking experience, proven customer service and extensive rental industry expertise that allows easy bike rentals. In the first phase, the bikes are rented out at Lumi’s counter at the Harley-Davidson outlet in Riyadh, and will be later followed by dedicated Lumi branch outlets and online booking service too.
Azfar Shakeel, vice president of Lumi, said: “At the heart of this new partnership is Lumi’s focus on bringing innovative services that not only transform the vehicle rental business but also create exceptional lifestyle experiences for our customers. With domestic tourism gaining momentum and international travel set to rebound, we are preparing to welcome visitors as well as treat Saudi residents to new thrills, such as an exhilarating ride to discover the Kingdom on a Harley-Davidson. Our fleet of cruisers and touring bikes are ideal to criss-cross Saudi Arabia and discover the varied tourism offerings of the Kingdom.”
Monther Almutlaq, managing director, Harley-Davidson Saudi Arabia, said: “With Lumi’s experience in the vehicle rental industry, we are positive this move will add new services and experiences to motorbike enthusiasts in Saudi Arabia, GCC, and all over the world. There are over a million and half members of the Harley Owners Group, who we are sure will be thrilled at the opportunity of visiting Saudi Arabia and having many adventures with motorbikes. This partnership between Lumi, Seera Group’s vehicle rental business, and Harley-Davidson Saudi Arabia aims to advance the tourism experience in Saudi Arabia in line with the Kingdom’s Vision 2030.”
Operating in the Kingdom since 1997, Harley-Davidson has a loyal following in Saudi Arabia and is one of the most sought-after bikes by the young and trendy. With Lumi’s significant footprint across the Kingdom, users can now access Harley-Davidson bikes for a day, week or a cross-country riding adventure. Customers can also apply for a bike license after taking four hours of training conducted by Harley Davidson.
Lumi has recently launched a user-friendly and comprehensive app — a seamless digital platform to further streamline and automate the online booking process. Further, as part of the group’s larger initiative “Seera Safe,” Lumi has launched several safety campaigns, reassuring customers of the highest standards of health and safety.