American motorcycle giant Harley-Davidson has announced another major commitment in the Oxford area.

Jim McCaslin, president of Harley-Davidson, at the official opening of the company's new European headquarters at the Oxford Business Park

As well as marking the official opening of its European headquarters at the Oxford Business Park, top directors said the search has started to set up a dealership in the area.

John Russell, managing director of Harley-Davidson Europe, said: "We have got a partner to run the dealership and there are a number of locations we are looking at.

"We are reviewing which one of those makes the most sense."

Previously, Harley-Davidson owners had to travel to dealerships in Northamptonshire, or Maidenhead in Berkshire.

But since the new base opened in August, management have been fielding a steady stream of enquiries from locals wanting to become Harley-Davidson owners.

The new headquarters will employ 100 staff, once financial services staff shift to the £1.6m base.

The site was officially opened by Jim McCaslin, president and chief operating officer, who was visiting from the company's traditional home in Milwaukee, Wisconsin, USA.

He said: "We are growing. We have ambitions and we want to do better in the European market.

"We have consolidated in a position that is good for employees and has excellent communication links.

"It is a great place for establishing the relationship that exists between Harley-Davidson, its customers and staff."

Mr Russell, a former director at the old Rover plant, said staff have been happy to either relocate or commute from their original bases to the Oxford headquarters.

The new base is responsible for awarding dealer contracts, training staff and customer care.

It will also be responsible for Harley-Davidson accessories, ranging from helmets to belt buckles, and will be a focal point for the 30,000-strong Harley Owners Group (HOG).

Harley-Davidson has a seven per cent share of the European motorcycle market.

Mr McCaslin said the Oxford operation would bring European ideas into future Harley-Davidson production.

He added he believed the business was recession-resistant because of the passion for the brand.