What It Takes

Thank you for expressing an interest in becoming a Harley-Davidson® motorcycle dealership! As you have seen, Harley-Davidson Motor Company offers its authorised dealers:

  • Highly distinctive motorcycles and related products
  • Extensive research and development
  • Mulitfaceted training and management assistance
  • Cooperative marketing programmes
  • National advertising campaigns, shows and events
  • Harley-Davidson University, service schools and full technical support
  • Product warranties
  • A competent, enthusiastic and motivated staff to support you
  • And much, much more!

With this, we help fulfilling our customers dreams. And it all results in enthusiastic and loyal customers to our brands. If you feel that you have got what it takes to become one of our Dealers, then please read on carefully through the section below, outlining what it takes to get there.

Dealership Opportunities/Investment Requirements

New Dealership Location — Harley-Davidson completes market studies throughout the country to determine the need for new dealership locations based on market needs. Once an open point has been determined, please complete the Dealer Application Form (PDF) clearly stating your specific area of interest. Harley-Davidson searches its internal prospect database and also advertises in the local newspaper to begin the interview process with potential candidates.

Relationship with Harley-Davidson UK

All of our dealers are independent businesses. Each dealer operates under a contract with Harley-Davidson UK to retail certain Harley-Davidson® and Buell® motorcycles, Finance and Insurance (F&I), Parts & Accessories, and MotorClothes® apparel and collectibles.


H-D requirements ensure the strength of the candidate and continued growth of the business

Financial Requirements for Prospects

Regardless of the investment requirements for a particular dealership opportunity, Harley-Davidson UK has also established clear target financial expectations for dealer prospects. These financial requirements ensure the strength of the candidate and continued growth of the business. Harley-Davidson's expectation when reviewing Dealer Application Forms is £400,000 in net worth and £200,000 in liquid assets.


Sellout of Existing Dealership - This amount varies depending on the asking price of the existing dealer. In addition, Harley-Davidson UK has sellout investment requirements and debt to equity criteria that will have an impact on the final investment.

Evaluation Process

When we receive a Dealer Application Form (PDF) and it appears to be financially qualified to pursue an opportunity, you will be entered into our prospective database. Then you will be contacted subsequently should we wish to pursue your application.


The submission of your Dealer Application Form is only the first step in the appointment process, and you will not become a Harley-Davidson dealer until you are officially approved and are presented with a Dealer Contract. Until then, you should not rely on any action by or communication from Harley-Davidson to the contrary.


If you have any questions, please feel free to call (+44) 01865 719000 and you will be transferred to one of our representatives. Our normal business hours are 9:00 a.m. to 5:30 p.m. GMT.


Once again, thank you for your interest in Harley-Davidson Motor Company. We look forward to receiving your Dealer Application Form.


Your Dealer Application Form is the First Step

Top Three Questions

Before going any further, check out the following top three questions on becoming a dealer and be sure to look at the complete list of Frequently Asked Questions .

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.

Q I only wish to sell Harley-Davidson clothing and/or parts and accessories.

A

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

Q There is a city in which I would like to open a dealership 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.


Completing the Dealer Application Form

In order to expedite your Application, please have all potential investors complete the Dealer Application Form (PDF) in its entirety. Failure to provide all requested information will result in your Dealer Application Form being rejected.


We must receive completed Dealer Application Forms from all partners, officers, and/or other individuals who will have any financial or ownership interest in the proposed dealership. Feel free to make a photocopy of these forms if necessary.


Please keep in mind that in addition to our minimum financial, personal, and business qualifications, we require a majority owner of greater than 50%, to commit to the full time, on-site management of the dealership operation. If you currently own a business, please provide us with your plan to transfer to someone else the full authority for the day-to-day operating management of your current business.


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Dealer Application Form (PDF)