Motorcycle revenue outside the U.S. has been stuck at about 32% of the company's total for the past six years but is up from 18% in 2004. Harley aims to grow foreign sales faster than U.S. ones as it adds dealers in China, India and Latin America.

In Brazil, Harley dealers serve espresso and pastries to customers on Saturday mornings. That builds a sense of community among Harley customers, Mr. Levatich said: “They talk to one another, and they go for a ride-and, oh, by the way, they buy stuff.”