Be A 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.

The Harley-Davidson® Dealership Business

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.

Requirements To Become A Dealer

To support a sustainable business and be a part of delivering to riders an unparalleled premium Harley-Davidson® retail experience, the prospect is required to meet the following dealer requirements:

Finance Requirements

Finance Requirements

Finance Requirements

The actual financial requirements for each individual owner and the dealership overall will be set based on the business case submitted during the appointment process.

Prospect will be subjected to a credit review and approval should he/she be shortlisted as a potential candidate.

Finance Requirements

Retail Environment and
Facility Requirements

Finance Requirements

All Harley-Davidson® dealership is required to meet the Harley-Davidson® Retail Environment facility standards and design guidelines.

Dealer appointment process

  • 1

    Prospecting

    Candidate submits the initial dealer application form online.

    Shortlisted candidate will be invited to complete a Full Application Form and sign a Confidentiality Agreement.

  • 2

    Reviewing

    H-D reviews the application and candidate will be notified if application is successful. Upon notification, candidate will be provided with a business plan tool and executive summary template to complete for the next stages.

  • 3

    Interview

    Candidate will be invited to an interview. H-D will then review the interview afterwards and notify the candidate if they proceed to the next stage.

  • 4

    Approval

    Candidate will be informed of upcoming credit and background checks and other documents needed. If the candidate complies and meets all of H-D business criteria, he/she will be issued the Letter of Intent (LOI) to sign. Following which, dealer onboarding begins.

*Country specific process would differ.

History of Harley-Davidson®

Explore the history of Harley-Davidson® here.

Apply Now

Take the first step and tell us about yourself.

By filling in the form, you begin a conversation with us about potentially owning a Harley-Davidson® dealership.