becoming 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.

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 committed 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

Download the form