Harley-Davidson dealer

Our mission statement is at the heart of everything we do at Harley-Davidson: We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.

Become a Harley-Davidson Dealer

It is our family of Harley-Davidson® and Buell® dealers who ultimately make these dreams come true for our customers. Our dealers are the keepers of the culture and the heart of a unique customer base of men, women and families with one common love that brings them together - Harley-Davidson® motorcycles.

The Most Unique Business Opportunity in the World

From the time the first single-cylinder motorcycle was ridden from a Harley-Davidson dealer's showroom by a happy customer, to the addition of the Buell® motorcycle product line and the exciting debut of the V-Rod® motorcycle, the rider's relationship with his or her local dealer has been integral to our mutual success. The addition of Buell in 1993 opened up the sport bike market and attracted a different type of enthusiast to our world.

What does it take to be a Harley-Davidson and Buell dealer? You must meet the necessary financial requirements, have a foundation of management and retail business experience and be knowledgeable about the sport of motorcycling. But far more importantly, you must share our passion. You must be a willing and enthusiastic participant in both the sport and the lifestyle, and you need to understand the customer's love and loyalty for our unique product line.

We have made a long-term commitment to our riders and we expect the same from you. As you will see, we will support you all the way down the road. And what a ride it will be!

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What it takes