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.
It all starts with the motorcycle. Harley-Davidson® motorcycle sales helps to connect owners with the motorcycle of their dreams.
The Parts and Accessories department helps riders customize their bike to reflect their own personal style and needs.
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.
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.
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.
*Varies across markets
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:
The following are used as guidelines for financial capability to set up a dealership:
1) AUD 2,600,000 net worth
2) AUD 1,300,000 in liquid assets (excluding any real estate equity)
Notwithstanding the above guidelines, the actual financial requirements for each individual owner and the dealership overall will be based on the business case submitted during the appointment process.
The prospect will be subjected to a credit review and approval should he/she be shortlisted as a potential candidate.
All Harley-Davidson® dealership is required to meet the Harley-Davidson® Retail Environment facility standards and design guidelines.
Candidate submits the initial dealer application form online.
Shortlisted candidate will be invited to complete a Full Application Form and sign a Confidentiality Agreement.
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.
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.
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.