HARLEy-DAviDSON & BUELL DEALER PROSPECT HANDBOOK

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.