How can i becomea harley-davidson dealer

Our family of Harley-Davidson
dealers are the keepers of a
unique culture and the heart of a
diverse customer base united by
a love for Harley-Davidson

Relationship with Harley Davidson

Harley-Davidson does not charge a franchise fee for obtaining a Harley-Davidson® dealership. All our dealers are independent business people. Each dealer operates under a contract with Harley-Davidson Motor Company to retail certain Harley-Davidson® motorcycles, Finance and Insurance (F&I), Parts & Accessories, and MotorClothes® apparel and collectibles.

Financial Requirements

Regardless of the investment requirements for a particular dealership opportunity, Harley-Davidson Motor Company has also established minimum financial requirements for dealer prospects to be entered into the prospect database. These financial requirements ensure the strength of the candidate and continued growth of the business. In order to meet the minimum requirements, the Net Worth amount must total $2.0 million or more in aggregate and the amount of liquid assets must total $1.0 million or more in aggregate for all investors.

NOTE: The investment requirements for a sellout of an existing dealership are often higher than $1 million unencumbered funds.

Dealer Application

Anyone who will have any ownership in the dealership must complete the Prospective Dealer Application (PDF) in its entirety. We must receive completed Prospective Dealer Applications 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.

NOTE: The Prospective Dealer Application is for US inquiries ONLY. Form and process varies by market.

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.

Financial Requirements

Once a potential Prospective Dealer Application (PDF) is received, the application is reviewed to determine if the prospect meets the minimum requirements that Harley-Davidson requires ($2 million net worth and $1 million unencumbered funds [liquid assets]) If all conditions are met, you will be entered into our prospective database. Typically, you can expect to receive a reply to your application within 45 days of receipt. We will retain your information in our database for one year.

The submission of your Prospective Dealer Application is only the first step in the application process, and you will not become a Harley-Davidson dealer until you are officially approved and are presented with a Dealer Contract.

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

Top Three Facts


New Dealerships
(Targets) - Harley-Davidson selects the markets and locations where new dealerships will be established. Harley-Davidson conducts its own market studies when considering expansion of the dealer network.


Selling parts/clothing
Harley-Davidson products are distributed exclusively through authorized, full-line dealerships. Only these full-line dealers may own additional locations that specialize in MotorClothes® apparel, collectibles, and Genuine Motor Accessories.


Financial requirements
The minimum requirements that Harley-Davidson looks for when reviewing Prospective Dealer Applications are $2 million net worth and $1 million unencumbered funds (liquid assets).The investment requirements for a sellout of an existing dealership are often higher than $1 million unencumbered funds.

We have two types of opportunities: sellout of an existing dealership or new dealership locations.
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