HARLEy-DAviDSON & BUELL DEALER PROSPECT HANDBOOK

Harley-DaviDson 

DEALER PROSPECT HANDBOOK 

® & BUell ®

CONTENTS 

• Introduction 

• The dream 

• The mission 

• The people 

• Our values 

• The business 

• The organisation 

• The figures 

• The products 

• Harley-Davidson ® Motorcycles 

• Buell ® Motorcycles 

• Genuine Motor Parts & Motor Accessories 

• Motorclothes ® range 

• H-D financial services 

• Do you think you’ve got what it takes? 

• What you can expect from us 

• What we expect from you 

• The appointment process 

• F.A.Q.S 

Disclaimer This document is a working handbook for prospective 

dealer candidates. Its purpose is to ensure that the Harley-Davidson 

and Buell brands are suitably represented within Europe, the Middle 

East and Africa. The information provided is intended solely for 

the purpose of selecting the right partners for our company. Any 

investment and expenditure made by the applicant in anticipation of 

Harley-Davidson entering into a Motorcycle Dealer Contract are at the 

applicant’s sole risk and do not in any way obligate Harley-Davidson. 

Products and services described within this book may vary by market. 

HARLEy-DAviDSON ® & BUELL ® DEALER PROSPECT HANDBOOK 

IntroductIon 

Dear Prospect, 

Thank you for your interest in joining our 

world famous dealer network. Working for 

our unique brand is quite an experience. 

And that’s what Harley-Davidson is all 

about – living an experience. But it also 

has a great business story behind it. 

Did you know that… 

• Harley-Davidson sells more than 

300,000+* motorcycles a year, 

generating high revenues across 

motorcycle and accessory sales? 

• Harley-Davidson is the oldest motorcycle 

brand in the world with continued 

production for over 105 years? 

• With over 1 million members, the Harley 

Owners Group ® is one of the largest 

enthusiast groups in the world? 

• Harley-Davidson has more than 1300 

authorised dealerships worldwide, of 

which around 400 are in Europe, the 

Middle East and Africa? 

And we’re not stopping there. In the past 

several years, we have invested many 

millions of dollars in products, services, 

marketing and infrastructure for Europe. 

But our greatest need is to put our 

brands and our products in front of our 

current and prospective customers and 

connect with them – and to achieve 

this, we are looking for exceptional 

dealer candidates. Candidates with an 

understanding of our products, markets and 

customers and with an appetite for success. 

We ask a lot from our dealers. But 

we also offer a lot in return. A long term 

partnership. An opportunity to become 

part of the world-wide Harley-Davidson 

family. And an opportunity to earn excellent 

returns on investment. 

The objective of this brochure is to offer 

you a specific and focused handbook to 

work through the appointment process. 

If you like what you see and if you feel 

you are the right candidate for opening 

or acquiring a Harley-Davidson & Buell 

dealership, then we would like to explore 

the opportunities with you. Feel free to 

contact your local Harley-Davidson & Buell 

Dealer Development staff with any queries 

you may have. 

Happy reading! 

The Dealer Development Team 

Harley-Davidson Europe, 

Middle East and Africa 

* Please visit www.harley-davidson.com for the latest figures 

3

The Dream 

If you know the name, you’re probably famIlIar wIth the experIence 

Ask most people what Harley-Davidson 

is and they’ll tell you that we’re the most 

famous producer of heavyweight American 

motorcycles. They may even mention that 

we’re one of the most recognisable brands 

in the world. But to anyone who has lived 

the Harley-Davidson experience, we’re a 

lot more than that. 

In the words of the Harley-Davidson 

Inc. Chairman: “Our company’s brand 

is a promise to the consumer. We fulfill 

the dreams of our customers and aim to 

exceed their expectations.” 

Alongside our legendary range of 

engineering and lifestyle, the Buell brand 

offers a different experience yet maintaining 

our core American routes. A motorcycle 

with attitude, personality, and exceptional 

handling reputation. 

* Please visit www.harley-davidson.com for the latest figures 

In 2008 Harley-Davidson Motor Company 

celebrated its 105th Anniversary, as 

well as the 25th anniversary of Buell 

Motorcycle Co and Harley Owners Group ® . 

In 2007, the company shipped 337,000* 

motorcycles. Quite a change from its 

humble beginnings in 1903, when just 

three motorcycles were produced. 

So what makes us different? 

We’ve always been and always will 

be a company of enthusiasts, building 

motorcycles for enthusiasts. We still ride 

with our customers and dealers. 

From day one, when those first three 

motorcycles were hand crafted by William 

S. Harley and the Davidson brothers, we’ve 

always been dedicated to improvement 

and able to put our ever increasing 

experience to good use through our 

products and our organisation. 

Today, Harley-Davidson is at full throttle 

and more than ready to face the challenges 

of the future whilst still cherishing our great 

heritage from the past. 


THE MiSSiON 

WHAT WE MAKE POSSiBLE 

By living, breathing, understanding, fine 

tuning, building, developing, innovating 

(and of course riding) motorcycles we 

have encapsulated a century of complex 

engineering and a passion for the road into 

a simple mission statement: 

“Harley-Davidson Inc. is a global leader in fulfilling dreams 

and providing extraordinary customer experiences through 

mutually beneficial relationships with our stakeholders.” 

We know that it takes more than just 

building and selling motorcycles to fulfil 

the dreams of our customers. It takes 

unforgettable experiences. For some, it’s 

as simple as Saturday morning coffee and 

conversations at the local Dealership. For 

others, it’s a weekend ride with the local 

Harley Owners Group ® (H.O.G. ® ) members. 

It may also be an ambitious road trip 

across a continent. 

If there’s one secret to our enduring brand 

and the passion it ignites in our riders, it’s 

that we deliver these experiences, rather 

than merely a collection of products and 

services. That’s what sets Harley-Davidson 

apart from the crowd and why our brand 

strength is legendary. 

5

The PeoPle 

EvEryonE’s on board bEcausE thEy bElong 

The Harley-Davidson myth became reality 

through the public’s powerful belief in the 

brand. Personal levels of loyalty go way 

beyond other famous marques. It is this 

unparalleled allegiance that makes the 

name and the experience so exclusive. 

This is epitomised by H.O.G. (Harley 

Owners Group ® ), the binding factor 

among Harley-Davidson staff, dealers 

and customers. The motorcycles, the 

open road, the wind in your face, shared 

experiences – this is the invisible spirit that 

brings us all together. 

Established in 1983, H.O.G. is the largest 

factory-sponsored motorcycle club in 

the world. It boasts over 1 million proud 

Harley-Davidson owners as its members, 

with over 100,000 of these in Europe. 

H.O.G. is all about providing members 

with a means to “Ride and Have Fun”. This 

is achieved by organizing and supporting 

local, national and international events and 

riding activities during the year. H.O.G. has 

organised or hosted many major events 

throughout Europe, including European 

Bike Week in Austria; Touring Rides in 

France, Spain, Germany and many more 

countries; Harley-Davidson Euro Festival 

at Grimaud, Golfe de St-Tropez; and the 

European H.O.G. Rally at Lago di Garda, 

Italy. There are many Chapter Rallies 

throughout Europe and most Chapters 

have a full calendar of events, ride-outs 

and meetings. 

Once you join the Harley-Davidson 

family, you get involved in the excitement 

of everything our brand represents and the 

chance to immerse yourself in the passion 

of our business. 


OUR vALUES 

WE vALUE THE WAy WE DO BUSiNESS 

People, fashion, technology, tastes, governments. A lot of things have changed since 

Harley-Davidson began. One of the reasons we’re still here is because there’s something 

we’ve never changed. The values by which we do business. 

• Tell the truth 

• Be fair 

• Keep your promises 

• Respect the individual 

• Encourage intellectual curiosity 

These are the five basic concepts that guide 

all our decisions in running our business. 

Having these thoughts in mind means taking 

the right options and maintaining the right 

path to our goals. It also gives our dealers 

and all those who work with us a firm set of 

ethics and principles to follow. It is how we’d 

like to be treated if we were the customers. 

7

THE BUSiNESS 

AMAziNg PAST. ExCiTiNg fUTURE 

Since 1903, Harley-Davidson Motor Company has been producing the world’s best 

motorcycles. At the heart of our success is the intricate balance between growing value 

and strengthening the brand - the twin objectives of Harley-Davidson‘s strategy. High 

quality, active participation, energy in productivity, prompt flexibility and attention to cash 

flow are the keys to maintaining the success that we’ve worked so hard to build. 


H-D iNC. 

H-D Inc is the owner of H-D Motor 

Company, Buell Motor Company, 

MV Agusta Group and H-D Financial 

Services. H-D Inc holds the rights to all 

of the brands, and manages the licensing 

agreements with the different suppliers that 

offer H-D branded products and services. 

Harley-Davidson Motor Company manufactures and sells 

the Harley-Davidson motorcycle range, as well as Genuine 

Parts, Accessories and General Merchandise. 

Buell Motorcycle Company manufactures Buell motorcycles, 

sport bikes that offer a genuinely unique proposition, through 

the Trilogy of Technology, unique styling and superb handling 

in the air and water-cooled ranges of motorcycles. 

Harley-Davidson Financial Services Inc. provides 

wholesale and retail financing, insurance and credit 

card programmes to Harley-Davidson & Buell Dealers 

and customers. 

THE BUSiNESS 9 

MV Agusta Group is the most recent addition to our portfolio 

of brands. A line of exclusive, premium, high-performance 

sport motorcycles sold under the MV Agusta brand; and a line 

of lightweight sport motorcycles sold under the Cagiva brand. 

MV Agusta’s F4-R motorcycle, powered by a 1078cc in-line 

four-cylinder liquid-cooled engine, is rated at 190 hp.

H-Q WiTH 

CENTRALiSED 

fUNCTiONS 

COMMERCiAL 

SUBSiDiARiES 

NORTH AMERiCA 

(US & CANADA) 

THE ORgANiSATiON 

OUR gLOBAL STRUCTURE AND WHERE yOU fiT iNTO iT 

From humble beginnings, we have grown into a global enterprise. Harley-Davidson Inc. 

now employs some 9,500 people world-wide. Based in Milwaukee, USA, 

Harley-Davidson has corporate headquarters in various locations in the US and 

maintains operations in strategic international markets in Europe, South America, 

Australia and Japan, to support its world-wide dealer and distributor network. 

EUROPEAN, MiDDLE EAST 

& AfRiCA (EMEA) 

ASiA PACifiC LATiN AMERiCA 

fRANCE gERMANy & 

AUSTRiA 

UK & 

iRELAND 

BENELUx iTALy SPAiN EUROPEAN 

DRiRECT 

SWiTzERLAND MiDDLE EAST 

& AfRiCA 

MARKETS 

(EDM) 

(MEA) 

HARLEy-DAviDSON EUROPE: 


In Europe, Middle East and Africa we have 

a team of more than 200 people working 

towards making the dreams of thousands 

of customers come true, through a network 

of nearly 400 dealers that offer the best 

experience in the industry. Our European 

headquarters are based in Oxford, UK, with 

subsidiary offices in the main European 

and Middle East markets: France, Germany 

(representing Germany and Austria), UK/ 

Ireland, Benelux, Italy, Switzerland, Spain, 

and Middle East/Africa (based in South 

Africa). The operations for the remaining 

European markets (Russia, Scandinavia, 

Baltic countries, Eastern Europe) are 

managed through the European Direct 

Markets team at our Oxford offices. 

WHO iS WHO? 

• The District Managers are the 

ambassadors of the company with 

our Dealer network. They are the main 

point of contact for the daily life of our 

dealers. They are fully prepared business 

consultants that help our dealers to go 

the extra mile for their customers. 

• The Technical District Managers make 

sure that all of our Dealers deliver a first 

class experience in After Sales 

operations, training and staffing, and 

technical support to customers. 

THE ORgANiSATiON 11 

• The Dealer Development Managers 

are in charge of the design and 

implementation of dealer programmes 

and initiatives with a long-term focus. 

• H.O.G. and Marketing ensure the 

excitement of the brand stays alive in 

the hearts and minds of our existing 

customers, as well as bringing new 

customers into the Harley-Davidson 

and Buell families.

Harley-Davidson and Buell have enjoyed 

great success over the past years in 

both the domestic (US) and international 

markets. This consistent and sustained 

growth has been achieved through a 

deep understanding of the marketplace, 

competitors and our customers, with 

landmark products such as the Fat Boy ® , 

the VRSC range, and more recently, 

our Dyna ® Street Bob ® and Fat Bob ® , and 

our Roadster class-leading motorcycle, 

the XR 1200. For Buell, innovations like 

the “Trilogy of Technology” have led to the 

development of the XB and 1125 product 

families, which offer an exhilarating riding 

experience for their riders. 

Harley-Davidson Motor Company’s 

revenue come from Motorcycles (80% 

of revenue), Parts and Accessories 

(15%), and MotorClothes ® apparel and 

collectibles (5%), which uniquely enable the 

company to offer the ultimate motorcycling 

experience. Harley-Davidson Financial 

Services, Inc. completes the experience 

by offering financing, insurance and credit 

card programmes. 

2007 Global Operating Highlights: 

• $5.59 Billion Total Revenue 

• $655 Million Net Income 

• 303,400 H-D units shipped 

• $2.79 Annual EPS 

In Europe, we’ve had a steady growth in 

retail sales in both Harley-Davidson and 

Buell from 2003, with a growth of over 50% 

combined in both brands, retailing 41000 

and 4200 units respectively in 2008. 

Worldwide, our plans going forward 

are to further strengthen our brands and 

keep on offering extraordinary customer 

experiences to existing and 

new customers. 


THE figURES 

A gOOD iNvESTMENT fOR THE fUTURE THE PRODUCTS 

THREE KEy QUALiTiES. ONE iNCREDiBLE MOTORCyCLE ExPERiENCE 

Few vehicles are as aspirational and inspiring as a Harley-Davidson ® motorcycle. A 

Harley ® motorcycle has a certain unmistakable presence and aura that is engaging and 

exciting to behold. The admiring looks, the respect, the ‘wow’ factor when you ride by or 

refuel are no accident. For all the science and engineering that goes into it, every 

Harley-Davidson model is just as much the product of art and passion. It’s all about 

three things. Look, Sound and Feel. 

The “Look” relates to the styling of 

our bikes. The Styling team at our Product 

Development Center in Milwaukee are true 

custodians of the Harley-Davidson image 

that has stood out through the decades. 

Tremendous attention is paid to proportions, 

form, finishes, quality, materials and detailing 

to ensure that every Harley is true to our 

heritage and our brand. 

The “Sound” is our unique exhaust 

note. There are few things more evocative 

than the soulful sound of a Harley pulling 

away from a standstill. You may have 

heard people refer to the “Potato, Potato, 

Potato” sound of a Harley. This relates 

to the emotive, signature sound of the 

irregular beat of the big, 45° V-Twin engine 

at tick-over. 

The “Feel” relates to the physical 

sensations that combine to create our 

unique riding experience. It’s a result of the 

riding position and ergonomics, the beat of 

the engine, the solidity of the materials and 

the architecture of the chassis. 

We continue to maintain our edge and keep our secrets. “Look, Sound and Feel” are three 

principal qualities that are designed into every Harley-Davidson motorcycle and it’s been 

that way through the decades of our long, rich past. 

13

ENgiNEERiNg 

From the very earliest days, Harley- 

Davidson has favoured evolution of its 

powerful engines over revolution. The 

Knucklehead, Panhead, Shovelhead 

and Evolution engines are all deeply 

immersed in the heritage of the brand and 

the hearts of our enthusiasts. The Twin 

Cam 96 ® and Twin Cam 96B engines are 

now securing their own place in company 

folklore while the powerful Revolution ® 

engine in the stunning V-Rod ® motorcycle 

is taking Harley-Davidson ® down roads 

never travelled before. 

HARLEy-DAviDSON ® 

MOTORCyCLES 

MODELS 

Harley-Davidson produces heavyweight 

motorcycles (651cc+) in the custom, 

touring, roadster and power cruiser market 

segments. The Harley-Davidson range of 

motorcycles is divided into five families. 

Each family includes a variety of models, so 

there’s truly a Harley-Davidson motorcycle 

to suit any rider. In addition we offer an 

exclusive range of limited production 

custom motorcycles lovingly assembled 

by our Custom Vehicle Operations (CVO) 

team to be the last word in styling, luxury 

and performance. 

Sportster ® Family 

Sportster ® motorcycles are tough, nononsense, 

stripped down, ready-for-action 

street bikes. First introduced in 1957, they 

have remained true to their original raw 

styling for more than half a century with 

a trademark low seat height, peanut fuel 

tank and natural riding position. They are 

the most narrow, nimble and agile bikes in 

the Harley-Davidson ® family, with the most 

responsive handling. 

Softail ® Family 

Our Softail motorcycles combine the 

streamlined, retro look of the old Harley ® 

‘Hardtail’ motorcycles but with unique 

invisibly mounted rear shocks for increased 

rider comfort, and, thanks to the tightly 

packed engine and frame, a thoroughly 

responsive ride. 


Dyna ® Family 

The Dyna ® models are pure, raw riders’ 

bikes. With exposed rear shocks and 

battery cover, they hark back to the 

earliest days of the factory custom 

motorcycle. The Dyna ® range offers all 

the attitude and one-of-a-kind looks that 

caught the original FX Super Glide riders’ 

imagination back in 1971. 

Touring Family 

In 1965, the first Electra Glide ® – so-called 

because of its then revolutionary new 

electric starter – rolled off the production 

line. After 43 years of refinement, it’s little 

wonder that our Tourers are synonymous 

with comfort and luxury, with suspension 

and seats designed for comfort plus masses 

of storage and large fuel tanks which mean 

that fuel stops are few and far between. 

VRSC Family 

With looks and technology inspired by the 

team that won the NHRA Pro Stock Drag 

Racing Championship three years running, 

the VRSC family is all about delivering 

brute straight-line power whilst bringing an 

exciting new dimension to Harley-Davidson ® 

styling. Along with a slipper clutch for 

smooth change downs and ABS brakes, 

these were the first production Harley ® 

motorcycles with liquid-cooled engines. 

For full details of the current range of Harley-Davidson motorcycles, including images, 

technical data and pricing, go to www.harley-davidson.com 

HARLEy-DAviDSON ® MOTORCyCLES 

15

BUELL ® 

MOTORCyCLES 

Our sport bike brand Buell ® produces motorcycles in the street, sports performance and 

adventure touring motorcycle markets. Founded by pioneering engineer Erik Buell, the 

Buell Motorcycle Company partnered with Harley-Davidson in 1993, and has been owned 

by the Motor Company since 1998. 

By RiDERS, fOR RiDERS 

Erik Buell’s sole obsession is to build 

streetwise bikes that put the rider first. 

While other sportbikes employ complex 

technology for complexity’s sake, Buell 

embraces only those innovations which 

enhance the riding experience. Buell ® 

motorcycles are born from the belief that 

every innovation must be focused on doing 

what’s right for the rider. This philosophy 

has led to the creation of the Trilogy of 

Tech system. It’s our road map. Three 

design principles that guide our every 

move: Mass Centralisation, Low Unsprung 

Weight and Chassis Rigidity. Our unique 

approach to design is what sets Buell 

motorcycles apart from all the rest. 

STREET 

The Buell ® Street motorcycles deliver 

minimalist styling, precision handling and 

aggressive attitude. With the signature 

look, thunderous sound and unmistakable 

feel of an air-cooled V-Twin engine, our 

three Buell ® Lightning ® models continue 

to put the fight into Streetfighter. With its 

sinister looks and innovative engineering 

the café racer-inspired 1125CR 

(introduced in 2008) pushes the range 

even further. 


SPORTS PERfORMANCE 

Focused on speed, acceleration, and 

manoeuvrability, the Buell 1125R puts 

power to the ground with a finely tuned 

engine supported by a lightweight and 

advanced chassis. Premium suspension 

components, multi-piston brakes, and 

aerodynamic bodywork complete a 

design that is engineered for the ultimate 

in handling, feedback, and performance, 

whether on the street or on the track. 

For full details of the current range of Buell motorcycles, 

go to www.buell.com 

ADvENTURE SPORT 

BUELL ® MOTORCyCLES 17 

Adventure motorcycles with the soul of 

a sports bike. Whatever the conditions, 

our Ulysses ® motorcycles let you tackle 

them with comfort and control, providing 

rugged style, limited unsprung weight 

and incredible performance on even the 

roughest roads.

gENUiNE MOTOR PARTS 

& MOTOR ACCESSORiES 

PEOPLE WHO LivE THE BRAND, USE THE BRAND We’ve been selling clothing designed for both on-road and off-road use since 1912. 

As the majority of Harley-Davidson 

enthusiasts like to customise their 

motorcycles with performance parts or 

functional and decorative accessories, 

our dealers are in an excellent position to 

forge a long and profitable relationship with 

their customers. 

Our Harley-Davidson ® and Buell ® parts 

and accessories meet the same tough 

standards and testing that our motorcycles 

meet. When you sell Genuine Harley- 

Davidson ® and Buell ® products you’re 

selling accessories and replacement parts 

that are designed and engineered by us, 

always giving you the edge over other aftermarket 

products. 


MOTORCLOTHES ® 

RANgE 

Today, from our Harley-Davidson ® MotorClothes ® merchandise to our licensed 

merchandise, dealers will find a variety of items from which to choose. An extensive line 

of stylish Harley-Davidson ® and Buell ® clothing designed by motorcyclists is offered to 

our dealers. A broad range of Harley-Davidson ® and Buell collectibles is also part of this 

merchandise group. Created to appeal to a variety of tastes, these product offerings will 

bring both riders and non-riders to the dealership and can greatly enhance profitability. 

H-D fiNANCiAL 

SERviCES 

Harley-Davidson prides itself on providing 

one convenient, hassle-free source for 

all of the financing products and services 

that a customer needs to get on the road. 

So dealers can help customers to live 

their dream through our Harley-Davidson 

financing packages and credit cards, 

giving them multiple ways to purchase 

our products. And our H-D insurance 

schemes mean customers can protect 

their riding experience without even 

leaving the dealership. 

19

HARLEy-DAviDSON ® / BUELL ® DEALER PROSPECT HANDBOOK 

DO yOU THiNK yOU’vE gOT 

WHAT iT TAKES? 

If you are a willing and enthusiastic participant in both the sport and the lifestyle, 

sharing the customers love and loyalty for our unique product line, then becoming 

a Harley-Davidson & Buell Dealer could be the best career move you ever make. 

Harley-Davidson relies primarily on a 

network of distributors and dealers for 

customer sales and services. They are the 

people in the front line of the business who 

make our customers’ dreams come true. 

Our network of over 1,300 dealerships 

in over 50 countries mostly consists 

of full-service Harley-Davidson & Buell 

dealerships. They are able to offer all 

the new motorcycles, parts and 

accessories, MotorClothes ® products 

and merchandise along with high quality 

service and sound advice. 

Providing high customer satisfaction 

by supplying products and services that 

delight customers and offer lasting value is 

a very important part of our philosophy. 

WHERE ARE NEW DEALERS REQUiRED? 

DO yOU THiNK yOU’vE gOT WHAT iT TAKES? 21 

We are always looking for the next generation guardians of our unique brand. 

Opportunities to become a Harley-Davidson & Buell Dealer fall into two main categories: 

New Dealership Locations 

Harley-Davidson is constantly researching European markets to determine the need for 

new dealership locations. Once an opportunity has been determined, we search our 

dealer prospect database and also advertise locally to begin the interview process with 

potential candidates. 

Sellout of Existing Dealership 

We have a list of existing dealerships that are for sale. If a potential candidate matches the 

criteria required for the purchase of an existing dealership, the potential candidate may be 

contacted for an interview. 

Please contact your local Harley-Davidson office to find out more, or see our FAQs section 

at the back of this guide for further information.

WHAT yOU CAN 

ExPECT fROM US 

PLENTy Of HELP ON THE ROAD TO SUCCESS 

We want our dealers to be able to deal with everything that enables them to profit from 

the Harley-Davidson and Buell experience. Through our local, national and international 

resource networks, we cover all areas of support and promotion designed to drive 

customers into your dealership. 

SOLiD BUSiNESS PLANNiNg 

DAiLy OPERATiONAL SUPPORT 

Our aim is to have a long-term relationships 

with our dealers, so we provide the highest 

standard of support for daily operations, to 

ensure the right balance between short-term 

and long-term business goals. Our field staff 

are class-leading in training and industry 

knowledge, offering the passion and the 

business acumen that guides our dealers to 

not only sell motorcycles, but make dreams 

come true for the customer. 

We have various professional programmes in place to continue fostering and improving retail 

sales performance for our dealers. It is our goal to deliver an excellent customer experience 

and to have solid partners who are motivated and willing to deliver it. Through our extensive 

Business Planning Process, which includes a comprehensive Business Planning tool, we 

help our Dealers to think about the future, budget for it and ensure they and us have a 

common understanding of the business challenges ahead and we are ready to tackle them 

together. Our Dealer Performance Consulting programme offers a pool of experts and 

business knowledge to help set up the dealership to ensure future profits and customer 

satisfaction, with a tailored programme of guidance for new dealers before they open and 

then follow up during the first months of business. 


WORLD-LEADiNg CUSTOMER BASE 

As well as joining the national H.O.G. organisation, H.O.G. members also have the option 

to join their local H.O.G. Chapter. Each chapter is sponsored by their local Harley- 

Davidson dealer, allowing a ‘close to the customer’ approach and the opportunity for 

H.O.G. members to meet fellow enthusiasts, as well as to participate in all the numerous 

Chapter activities. 

On average, an active H.O.G. Chapter member spends 60% more on a visit to their 

Harley-Davidson dealer than a non-member (sample: 1771 Harley-Davidson owners). 

In addition, H.O.G. members account for 24% of all brand new Harley-Davidson 

motorcycles sold worldwide and an equally significant proportion of all after-sales and 

service expenditure at dealer level. The value of the link of trust and mutual support 

between chapter members and their dealer is, of course, unquantifiable. 

MONiTOR THE CUSTOMER ExPERiENCE 

WHAT yOU CAN ExPECT fROM US 23 

Our customers are at the heart of all we do. As such, they are the dealer’s main asset, and 

we want to know how they view our dealers and our products to look for improvements in 

the way we do business. We support a comprehensive Customer Satisfaction programme 

that enables our dealers to identify areas of improvement, and to plan and structure their 

sales and aftersales operations to achieve higher customer loyalty and customer retention. 

We also support a Mystery Shopping programme that lets our dealers identify the 

effectiveness of delivery of the sales process by the sales team, and as a consequence 

focus training efforts for their sales staff accordingly.

ExTRA REvENUE STREAMS 

The Rentals & Tours programme is 

offered to established dealers who have 

demonstrated excellence in their primary 

Harley-Davidson and Buell business, 

and who are also situated in a viable 

location for motorcycle rentals. Today’s 

rental and tour customers are tomorrow’s 

potential motorcycle owners. In fact, the 

Rentals programme can be used as an 

opportunity to increase sales for ALL 

products, including motorcycles, Parts & 

Accessories, finance & insurance, General 

Merchandise and service. 

The Harley-Davidson Originals used bike 

programme directs customers straight to 

the showroom through its online search 

facility, providing extra revenue for our 

dealers and helping to develop customer 

relationships further. 

Rider’s Edge ® is a unique and Harley- 

Davidson inspired training programme 

which enables learner riders as well 

as existing licence holders to ride our 

motorcycles for the first time or further 

improve their skills. Whilst available to the 

general public, dealers who participate in 

this programme are able to offer a series 

of professionally run motorcycling courses 

catering for a wide range of riding abilities. 

WHAT yOU CAN ExPECT fROM US HARLEy-DAviDSON WHAT yOU CAN ExPECT fROM US 25 

® / BUELL ® DEALER PROSPECT HANDBOOK 

WE’LL TEACH yOU NEW SKiLLS 

Harley-Davidson University (HDU) offers a 

wide range of technical and commercial 

workshops and trainings for our dealerships’ 

most valuable asset: its employees. With a 

modern learning approach through online 

and classroom courses all dealership 

staff have the opportunity to hone their 

skills to meet requirements and exceed 

customer expectations in a competitive 

business environment. On an annual basis 

HDU invites dealer principals / owners to 

a strategic workshop for benchmarking 

and sharing best practise on business 

development. Harley-Davidson University 

also offers internal employee certification 

programmes, to assess and recognise 

educational efforts and investment 

in people. 

fiNE TUNE yOUR 

SERviCiNg STANDARDS 

One of the most important elements of a 

successful Harley-Davidson dealership is 

a knowledgeable and professional service 

department. When customers book a 

service or request information it is critical 

that skilled technicians are available to 

perform repairs, tune-ups and answer 

any questions. Six service schools with 

full standard workshop environments are 

operated by HDU across Europe, and 

Harley-Davidson University Service School 

classes, factory Service School sessions, 

and in-dealership training programmes 

are just a few of the educational 

opportunities available. 

MAxiMiSE yOUR SELLiNg SPACE 

The Harley-Davidson Europe Retail 

Environment Group are on hand to 

help with all aspects of the design, 

refurbishment, expansion or relocation 

of the dealership, providing hands-on 

assistance, materials and educational 

opportunities to attract customers and 

drive sales upwards. Their expertise can 

help to create highly functional yet unique 

floor plans and sales displays which 

enhance profitability in keeping with the 

look and feel of the brand. 

Harley-Davidson has a range of 

approved suppliers who all provide 

excellent retail environment materials. 

Our authorised design agencies make 

sure that each dealership has a bespoke 

look, whilst representing the Harley- 

iNDEPENDENCE 

Davidson and Buell brands in a consistent 

and approved way. We also offer a 

comprehensive Merchandising Training 

programme, to help dealers create visually 

stunning displays and maximize the selling 

potential of the dealership. 

HELP gENERATE BUSiNESS fOR yOU 

To get the customers in, we utilize national 

advertising and marketing programmes 

with point-of-purchase displays and other 

promotional items for your dealership. 

Offering new ideas and tools to drive traffic 

into our dealerships, we also participate 

in motorcycle shows, rallies and other 

high profile events. Our approved Dealer 

Marketing Services are also available in 

many of our markets to help with dealer 

marketing programmes. 

All of our dealers are independent businesses. Each dealer operates under a 

contract with Harley-Davidson Europe to retail certain Harley-Davidson ® and Buell ® 

motorcycles, Finance and Insurance (F&I), Parts & Accessories, and MotorClothes ® 

apparel and collectibles.

WHAT WE ExPECT 

fROM yOU 

WHAT iT TAKES TO BECOME 

A HARLEy-DAviDSON & BUELL DEALER 

We at Harley-Davidson are as passionate 

as our customers, and you must be too. 

In fact, that’s why most of our 

dealerships are directly managed by our 

owners. They can’t help wanting to be 

involved. This will be the foundation of your 

success as a dealer, truly understanding 

your customer base and why they love 

Harley-Davidson. 

You must also meet the necessary 

financial requirements, have a foundation 

of management and retail business 

experience, and be knowledgeable about 

the sport of motorcycling. 

WHAT ARE THE 

fiNANCiAL REQUiREMENTS? 

Regardless of the investment requirements 

for a particular dealership opportunity, 

Harley-Davidson has also established clear 

target financial expectations for dealer 

prospects. These ensure the strength of 

the candidate and continued growth of 

the business. 

Please contact your local Harley-Davidson 

office to find out more, or see our FAQs 

section at the back of this guide for 

further information. 


THE APPOiNTMENT 

PROCESS 

MAKiNg SURE THAT EvERyONE HAS MADE THE RigHT CHOiCE 

Successful applicants will always be looking to forge a long-term partnership with 

Harley-Davidson. And in order for you and the Harley-Davidson Motor Company to make 

sure we are both making the right decision, we require each dealer applicant to go through 

a rigorous but fair Appointment Process. We must inform you that even if you fill all our 

criteria, Harley-Davidson withhold the right to accept or decline any application at any stage. 

COMPLETiNg THE APPLiCATiON fORM 

In order to optimise the application process, please complete the Dealer Application Form in 

its entirety. Failure to provide all requested information will result in your form being rejected. 

We must receive completed Dealer Application Forms 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. 

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. 

27

APPLiCANT EvALUATiON 

When we receive a Dealer Application Form 

and it appears to be financially qualified to 

pursue an opportunity, you will be entered 

into our prospective database. You will 

then be contacted if we wish to pursue 

your application. 

The submission of your Dealer 

Application Form is only the first step in 

the application process, and you will not 

become a Harley-Davidson & Buell Dealer 

until you are officially approved and are 

presented with a Dealer Contract. Until 

then, you should not rely on any action by 

or communication from Harley-Davidson 

to the contrary. 

THE HARLEy-DAviDSON & BUELL DEALER APPOiNTMENT PROCESS 

To give you a brief overview of what you can expect, here is a summary of the various 

steps involved before we can formally foster a future business relationship with you: 

Application Screening 

Once your application has been received, we will review your submitted data and may ask 

you to provide further basic financial information. We call this “Financial Stage 1 review”. 

Your Business Plan & Review 

Following screening by our Credit department, we will ask you to submit your full, three 

year business plan, encompassing all the relevant aspects of your future dealership. 

This is the key opportunity for you to profile and outline your new dealership’s structure, 

organisation and facilities. It also allows your team and our own to get a clear picture of 

where you want to go. We have a fully dedicated team to assist you in this process. 

Financial Review 

Once your business plan is received, we will then take you to our “Financial Stage 2 

review”, where we will all make sure that we are talking the same language, both in terms 

of expectations and the required funding to move forward. At this stage, your original 

business plan might need alignment. Once again, our team will be on hand to help you 

and can assist you by providing some fundamental ‘know how’ and input. 

THE APPOiNTMENT PROCESS HARLEy-DAviDSON The AppoinTmenT process 29 

® / BUELL ® DEALER PROSPECT HANDBOOK 

Letter of Intent 

When this stage is passed, we will “sign off” as a team and provide you with an official Letter 

of Intent for a Harley-Davidson & Buell distribution agreement, which will cover the basic 

requirements agreed that need to be met in order to establish a formal business relationship. 

You will undergo a full Retail Environment review with the support of one of our 

authorized design agencies and the dealership look and feel will begin to take shape. You 

will also have full assistance from our team to make sure you get all the necessary stock, 

tooling, supplies and people in place to get the business working! 

Distribution Agreement 

A final check will be necessary at the end before we actually issue a dealer contract. Only 

from this moment on will you be a fully authorized Harley-Davidson and/or Buell dealer. 

Appointment 

Congratulations. As an authorized Harley-Davidson & Buell Dealer, you’ll have the chance 

to not only share the dream and spread the word but also to profit from it. 

WE’LL BE HERE TO SUPPORT yOU 

ALL THE WAy 

We have the professional expertise and 

resources to support your application from 

‘start to finish’ and will always be happy 

to be of assistance. Please see the FAQs 

section at the back of this guide for answers 

to some common questions about the 

dealer appointment process, or feel free 

to contact your local Dealer Development 

Dealer if you have any further questions. 

Thank you for your interest in Harley-Davidson Motor Company. 

We look forward to receiving your Dealer Application Form.

fAQS 

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 some markets 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 send it in? 

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. 

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. 

There is a city/town in which I would 

like to open a dealership 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. 

FAQS 31 

How long does the 

application process take? 

It can take a few months or up to a year 

when building development is involved 

to complete and go through the above 

process. It is in both yours and our interest 

to be sure where we go. However, this does 

not mean that you will have to wait until you 

have received your final contract in order to 

get things going well in advance. In parallel 

to all of the above, we will assist you in your 

approach to move forward in all areas of 

developing your business, such as retail 

environment planning and management as 

well as facility planning etc.

Harley-DaviDson 

DEALER PROSPECT HANDBOOK 

® / BUell ® 

© Harley-Davidson Europe 2009. 

Harley-Davidson, the Bar & Shield logo, Buell and the Buell logo are among the trademarks of H-D Michigan, Inc. 

Harley-Davidson Europe Ltd., Oxford Business Park, 6000 Garsington Road, Oxford, OX4 2DQ, UK. 

www.harley-davidson.com

HARLEy-DAviDSON & BUELL DEALER PROSPECT HANDBOOK

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