Frequently Asked Questions

Questions from Prospective Dealers

  • Q

    How much does it cost to be a Harley-Davidson dealer?

    A

    The costs associated with becoming a Harley-Davidson dealer depend on the opportunity available. When a new dealership opportunity is available, the investment requirements will vary according to the size of the market opportunity. However for an average dealership, Harley-Davidson expects applicants to have at least £400,000 in net worth and £200,000 in liquid assets. Dealership sellout opportunities vary depending on the asking price established by the selling dealer, operating capital requirements, and facility expenses.

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  • Q

    Does Harley-Davidson charge a Franchise Fee?

    A

    Harley-Davidson does not charge a franchise fee. Harley-Davidson dealerships are not franchises - they are independently owned and operated businesses.

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  • Q

    I own some land and a building in the perfect location and would like to open a dealership.

    A

    Harley-Davidson conducts its own market studies when considering expansion of the dealer network. This enables the company to view many market areas in a similar manner, optimising consistent and accurate results. Based on the results of these studies, Harley-Davidson selects the markets and locations where new dealerships will be established.

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  • Q

    Is there a set distance on how close a dealership can be to another dealer?

    A

    There is no specific distance on how close dealerships can be to each other. However, in the UK, each dealership is assigned a clearly defined and designated territory which in itself ensures a degree of distance between dealerships.

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  • Q

    Can we commission our own market study and submit it?

    A

    There is no need for you to commission your own market study. Harley-Davidson conducts its own market studies utilising the best resources available. This enables the Company to view many market areas in a similar manner optimising consistent and accurate results.

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  • Q

    What dealerships are for sale?

    A

    Interested in becoming a Harley-Davidson Dealer? Download and fully complete the Dealer Application Form (PDF).

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  • Q

    Can I purchase parts, accessories, and clothing directly from Harley-Davidson?

    A

    Harley-Davidson Motor Company sells only through its authorised dealer network.

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  • Q

    I only want to sell Harley-Davidson clothing and/or parts and accessories. Is this possible?

    A

    Harley-Davidson products are distributed exclusively through our authorised, full-line dealerships. Only these full-line dealers may own and operate additional locations that specialise in MotorClothes® apparel, collectibles, and Genuine Motor Accessories.

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  • Q

    There is a city/town in which I would like to open a dealership and where I believe the market is under served.

    A

    Harley-Davidson conducts its own market studies when considering expansion of the dealer network. This enables the company to view many market areas in a similar manner, optimising consistent and accurate results. Based on the results of these studies, Harley-Davidson selects the markets and locations where dealerships will be established.

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  • Q

    When can I expect to receive a response to my application?

    A

    Whenever possible you will receive a full reply to your application within 30 days.

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  • Q

    What happens if my application is accepted and there are no current opportunities available?

    A

    If there are no current opportunities available, we will retain your information in our database for one year.

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