How to Become a Harley-Davidson Dealer

Owning a Harley-Davidson dealership comes with a financial price tag and a basic requirement --- a dealer must love and participate in the Harley-Davidson lifestyle. Harley-Davidson is looking for dealers with the right combination of financial backing, understanding of retail management and verifiable business skills. Passion and general knowledge about motorcycles are also a must. Dealers must understand customers' loyalty to the Harley-Davidson product and be willing to develop and nurture the relationship between customer and the dealer.

Difficulty:

Challenging

Instructions

1. • 1

     Visit the Harley-Davidson "Inquiry" page at the Harley-Davidson website. The "Inquiry" page is designed to answer your questions before you apply to be a dealer. Find out about minimum financial requirements, how dealership locations are chosen and how long the evaluation process may take.

   • 2

     View the available locations for dealer opportunities in the U.S. The Harley-Davidson website includes a list of opportunities organized by region. Dealerships are either new or the sellout of a pre-owned dealership.

   • 3

     Fill out a dealer application. Applications are available for download from the Inquiry page or from the link provided in the Resources section.

   • 4

     Wait for a contract from Harley-Davidson. Until a contract is signed, a dealership is not assured. The evaluation process can take up to 45 days or more to complete.

Tips & Warnings

• Harley-Davidson does not use due diligence or market studies offered by applicants.

• If you cannot comfortably meet the requirements set out by Harley-Davidson, don't fill out the dealer application.