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    Shell, Harley-Davidson Fire Up Bikers

    Oil company is exclusive fuels sponsor of the motorcycle maker's 105th anniversary celebration.

    HOUSTON -- Motorcycle enthusiasts will benefit from a new partnership between Shell Oil Products US and Harley-Davidson Motor Co., which calls for all of Shell's 14,000-plus branded locations in the nation to be displayed on Harley-Davidson’s Ride Planner, an online site where bikers can map out their travels.

    "As a Harley owner and enthusiast myself, I know Harley owners are passionate about their riding experiences, just as our Shell experts are passionate about providing high-quality fuels," Larry Burch, vice president of Shell Retail, said in a company statement. "Shell also has more locations coast-to-coast than any other brand, and adding Shell to Harley's Ride Planner will help riders plan and enjoy their rides even more."


    The Web-based Ride Planner uses an interactive map that identifies locations of authorized Harley-Davidson dealers, and with this alliance, Shell-branded gas retailers. Users can aerially view stations along any route and read reviews and ratings of routes by other visitors, according to Shell.

    As part of the agreement, Shell also will be the exclusive fuels sponsor of the Harley-Davidson 105th Anniversary Celebration, to be held Aug. 28 to 31, 2008. The companies will hold activities that will be announced at a later date. Harley-Davidson expects more than 100,000 Harley-Davidson owners and enthusiasts to travel to Milwaukee for the event.

    "This is the first time we've teamed up with Shell and we're thrilled to have them on board celebrating our 105th Anniversary journey," Joanne Bischmann, Harley-Davidson vice president of licensing and special events, said in a statement. "We're also delighted to add a new level of service for riders to our online Ride Planner through the inclusion of Shell stations."

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