BECOME A

DEALER

Become part of the Harley-Davidson® Family

 

Our purpose at Harley-Davidson is to fulfill dreams of personal freedom. For over a century, we have committed to this goal and it remains the foundation for everything we do. However, it’s our family of Harley-Davidson® dealers who ultimately make these dreams come true. Our dealers are ambassadors of the brand and the keepers of the unique Harley-Davidson culture and help to create experiences, memories and a bond that can last a lifetime.

 

Owning and operating a Harley-Davidson® Dealership is one of the most unique business opportunities in the world.  Each area of the dealership is a complementary component of a well-run, profitable business. Each department is commited to help to fulfill the dream of freedom, the love of riding and the open road.

  • MOTORCYCLE SALES

    It all starts with the motorcycle. Harley-Davidson® motorcycle sales helps to connect owners with the motorcycle of their dreams.

  • PARTS AND ACCESSORIES

    The Parts and Accessories department helps riders customize their bike to reflect their own personal style and needs.

  • GENERAL MERCHANDISE

    Harley-Davidson® dealerships sell clothing and gear that help riders take part fully in the riding lifestyle. Dealerships offer a full-line of exceptional products made specifically for riding, as well as casual clothing and merchandise for every day.

  • SERVICE

    The Service Department at a dealership keeps our customers’ riding longer. Harley-Davidson service technicians are certified professionals who have hands-on experience maintaining and repairing motorcycles.

  • FINANCE & INSURANCE

    Harley-Davidson® dealers will do whatever they can to help customers’ finance the perfect motorcycle. Whether new or used, purchased or financed, Harley-Davidson® dealers have a variety of services designed to help customers get out on the road and on the bike of their dreams.

Requirements to become a dealer
Please review the documents below for information on our requirements to become a dealer and our process to review a dealer prospect.

Download Buy/Sell Guidelines

Download Dealer Ownership Policy

Apply to become a dealer

INTERESTED IN BECOMING A DEALER?

At Harley-Davidson we strive to ensure that generations of future customers have the ability to develop a unique bond with their Harley-Davidson® dealership.  If you are interested in learning more, download the Harley-Davidson® Dealer Inquiry Form and tell us about yourself.

Download the form

THE HISTORY OF HARLEY-DAVIDSON


The history of Harley-Davidson is one that has created a legacy of success. For more than 100 years we have been passionately building a brand like no other.

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NEWS

Stay on top of Harley-Davidson business and product news through our company news releases.

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LEADERSHIP

Meet the senior leadership team and board of directors leading Harley-Davidson, Inc.

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SUSTAINABILITY REPORT

To learn more about how Harley-Davidson is working to preserve the world we live and ride in, download Harley-Davidson's "Sustainability Strategy Report."

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