I continue to get the question over and over from many prominent members of the US motorcycle industry. Is it worth trying to export to Europe? And my answer is yes, yes, yes. The end of the world only comes once and I’m pretty certain this isn’t it. That means that stocks and bonds and real estate and jobs and business activity will all bounce back eventually in the US. But during this time on the other side of the big pond most European countries, at the exception of England & Spain, are living a very mild recession when you compare to the United States.
Add to this economic disparity the fact that the US dollar lost about 50% of its value against the Euro since its introduction in 2000, and all American products look very cheap to European consumers. But there is a catch. For most motorcycle products you will need to get TUV approval (short for Technischer Überwachungs-Vereinan) an organism validating the safety of products, before you can start selling in Europe. And the red tape involved can postpone your European introduction by up to 1 year. So, there is no reason to wait longer, especially if the US dollar, like many predict, continues to devaluate against the Euro. It would mean even more profit when you exchange back your Euros in US dollar. (there are 27 countries belonging to European Union and 17 of them belonging to the Euro Zone. As of today 06/23/09. $1.00 = Euro 0.71).