Lumi, Seera Group’s vehicle rental business, has set an industry-first in the Kingdom to provide 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.

A disruptive new 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 travellers 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 offering of the Kingdom."

Monther Almutlaq, Managing Director, Harley-Davidson Saudi Arabia, said: "It is with pleasure that Harley Davidson Saudi Arabia announced the partnership with Lumi, Seera Group’s Vehicle Rental Business to provide Harley-Davidson rental bikes in the Kingdom of Saudi Arabia. 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 (H.O.G.) whom we are sure will be thrilled at the opportunity of visiting Saudi Arabia and having many adventures with Motorbike. 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 2030 Vision".

Operating in the Kingdom since 1997, Harley-Davidson has a loyal following in Saudi Arabia and is one of the sought-after bikes by the young and trendy. With Lumi’s significant footprint across the Kingdom, users can now conveniently access Harley-Davidson bikes for a day, week or a cross-country riding adventure. Customers can also apply for a bike licence after taking four hours of training conducted by Harley Davidson.

Evolving as one of the top vehicle rental brands, Lumi has recently launched a user-friendly and comprehensive app – an intuitive and seamless digital platform to further streamline and automate the online booking process, providing customers with a quick, secure, and hassle-free experience.

Further, as part of Group’s larger initiative, ‘Seera Safe’, Lumi has launched several safety initiatives, reassuring customers of the highest standards of health and safety followed. Enhanced cleaning procedures include the thorough sanitisation of all bikes before rental with attention paid to high touch point areas. Temperature checks of staff and visitors have been activated and social distancing measures are practised, and digital processes and payments reduce physical contact.

Lumi is ISO 9001:2015 certified, highlighting its commitment to the highest quality standards. With a fleet of over 14,000 cars in the Kingdom and more than 150 corporate clients recorded in over five years in Saudi Arabia, Lumi is further strengthening its credentials as Saudi Arabia’s top-performing rental service with new tech-driven services.


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