Frequently Asked Questions


Questions from Prospective Dealers

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

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.

Does Harley-Davidson charge a Franchise Fee?

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

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

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.

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

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.

Can we commission our own market study and submit it?

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.

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

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

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

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.

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

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.

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

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

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

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