Harley-Davidson is usually associated with Hell's Angels roaring down the sunbaked highways of California, but now the motorbike manufacturer has found a rather different base - the rain-soaked Midlands.
The legendary firm has chosen North East Worcestershire college to house its second European training centre, which is expected to attract students from as far afield as the Middle East.
Harley's other European training centre for apprentices is in Bonn, Germany.
The new centre will offer Harley employees training in management, leadership and customer services, linking with the college's centre of vocational excellence in management and professional studies.
Neil Bromley, the college's principal, said: "With a renaissance in motorcycling, this is a great way to re-establish this region's links with the industry by creating new opportunities rather than looking back to its illustrious past.
"When we introduced motorcycle courses a few years ago, they were immediately popular with students of all ages."
Mike Kennedy, UK managing director of the 103-year-old Harley-Davidson firm, said: "The West Midlands provides a central base, not far from our European HQ, to bring this great resource to the UK, offering training to dealership staff and a large selection of our European, Middle East and African dealerships.
"It will hopefully bring new blood into the innovative technical courses that will be on offer at the new centre."