Florida Harley dealers are getting what they deserved

[Garandman]

Only owned one Harley. Had good experiences with the parts departments at Boston and Manchester. But, going back 10 years, the sales departments were a joke.

We used to visit St Augustine with the kids and were down there a number of times during Bike Week. Restaurants would reserve big sections of parking for motorcycles. Attendance cratered during COVID but seems to have recovered to about 420,000.



If you don’t believe synthesized video, try these media outlets instead.


https://patch.com/florida/across-fl/...g-including-fl

https://www.jalopnik.com/2029438/why...shutting-down/

https://www.thestreet.com/retail/122...-dealers-close

https://www.inc.com/bruce-crumley/wh...-shop/91271771

https://www.floridatoday.com/story/n...e/75056112007/

https://www.fastcompany.com/91469703...shop-sales-sag

[Kurlon]

Ok, this vid feels... off. I'm not saying Florida HD dealers haven't been scummy but...

Within the first few mins, talking about 'airport sized' dealerships with a massive, '20, 30, maybe even 40 bikes' on the showroom floor. Uh... dude, that's not massive, that's, any of the dealerships around me in Maine? I've been to bike week, saw more than 150 bikes on display at one shop, are you speaking from experience or pulling numbers out of the air to try and sound knowledgable? And the huge stream of AI generated slop pics...

[01xj]

Looks and sounds like clickbait garbage for views.

[boosten lebaron]

Harley has been struggling for a number of years. Those mega dealerships even more so. Way too much over head. You can only rob the same people so many times before they go elsewhere.
I have a Harley. It's a decent bike but not great. And that's Harley in a nutshell. Did you know they are charging $100k for some models now? Like wtf. That doesn't bring in the high rollers, that keeps the little guys out.

[OneCheekRider]

Wasn't about to watch the full video but couldn't this be said about most dealerships these days? Every time I get the urge to buy a new motorcycle, I call or go into a dealership only to be disappointed. Same with parts & labor, it's just not worth my time anymore.

[SteveM]

Wasn't about to watch the full video but couldn't this be said about most dealerships these days? Every time I get the urge to buy a new motorcycle, I call or go into a dealership only to be disappointed. Same with parts & labor, it's just not worth my time anymore.

The volume of new motorcycles in the U.S. each year makes the economics of a traditional dealership network really difficult on either the dealers, the manufacturers, or both. State franchise laws give the dealers a lot of protections. We're stuck in a bad system that's very hard to change.

The only answer I have is a weird one:
1. Manufacturer sells direct to consumer.
2. Parts are all online delivery.
3. A combination of "certified" repair centers (that do not carry inventory) and community-based cooperatives for repairs.


I'm largely ignorant about HD, but I'd have to think there are already a lot of ex-HD dealer techs running good independent repair shops for HD's.

[RandyO]

territories, floor plans, minimum inventories, sometimes hundreds if different models to "stock" parts for, single brand dealership is easier to manage

[Stoneman]

Did you know they are charging $100k for some models now? Like wtf. That doesn't bring in the high rollers, that keeps the little guys out.

To be fair, they only had one model that topped that mark. The CVO Road Glide RR, which is essentially the factory racer they sport in the King Of Baggers. I believe they only made 131 of them...

[Kurlon]

It only looks like the bikes they race, zero shared components save for the frame. HD isn't the first to realize they can do halo bikes as a lifestyle brand, Ducati, MV, etc have lived by that method for a long time too.

[nick5446]

The only answer I have is a weird one:
1. Manufacturer sells direct to consumer.
2. Parts are all online delivery.
3. A combination of "certified" repair centers (that do not carry inventory) and community-based cooperatives for repairs.

So this is what Zero Motorcycles tried to do when I was working there and the ultimately abandoned it in ~2014(ish?). We had regional sales reps all over who would host demos where you could ride the bikes, and in some situations, even come to your house. Some of these reps owned dealerships or other motorcycle-related businesses, so you'd get a slightly more traditional experience. Basically, you'd buy the bike, they'd get a cut, and we'd drop ship it to your door. We didn't have a great service network, but it did exist. In the end, it really didn't work, and the conclusion was that the world wasn't ready for that model. People just didn't want to drop $10k+ without shaking someone's hand and getting a free tee shirt.

I just read this article and I agree with nearly every word. Dealerships, by and large, suck. I wasn't totally sold on Zero's sales model two decades ago, but I'd consider buying a new bike like that today.

Actually...this is basically how I bought my new truck. Test drove a generic one, ordered what I wanted through a broker, bought it sight unseen, and had it delivered. So yeah, I guess I'd definitely repeat that process for a bike.

[PurplePackage]

Not sure what Harley thinks anymore. Their stock has been trending down for over a decade. They're running out of time and riders to make something worth buying for what they're asking.

[nhbubba]

One of the things I love most about my Harley is I haven't had to be back to the dealer, not once.

About ready to trade my over-complicated euro computer-on-wheels for something else air cooled, simple af, with bottomless aftermarket.

[obsolete]

So this is what Zero Motorcycles tried to do when I was working there and the ultimately abandoned it in ~2014(ish?). We had regional sales reps all over who would host demos where you could ride the bikes, and in some situations, even come to your house. Some of these reps owned dealerships or other motorcycle-related businesses, so you'd get a slightly more traditional experience. Basically, you'd buy the bike, they'd get a cut, and we'd drop ship it to your door. We didn't have a great service network, but it did exist. In the end, it really didn't work, and the conclusion was that the world wasn't ready for that model. People just didn't want to drop $10k+ without shaking someone's hand and getting a free tee shirt.

I just read this article and I agree with nearly every word. Dealerships, by and large, suck. I wasn't totally sold on Zero's sales model two decades ago, but I'd consider buying a new bike like that today.

Actually...this is basically how I bought my new truck. Test drove a generic one, ordered what I wanted through a broker, bought it sight unseen, and had it delivered. So yeah, I guess I'd definitely repeat that process for a bike.

I think you hit the nail on the head. The model sucks but that's what people are used to. I fucking loath buying vehicles and just want to say "I want this, that's the price... ok send it". Not this fucking song and dance where you pretend I fucked you but you're still fucking me. Give me the hooker of dealerships, give me the price and we both get fucked. My wife has been in the industry for over 20 years. From dealer side, to lender side and finally landed in fleet. She's all giddy about it so I punch out and tell her "they're your vampires, you fucking talk to them". Luckily I have a 4 runner and she gets a company car so I don't have to deal with that world of bullshit for the foreseeable future.

[02redhawk]

Best vehicle purchase experience I ever had was buying a Chevy P/U from a a salesman that only handled fleet sales. I viewed what they had in their inventory and called to try one out. The guy tossed me the keys and barely looked up. When I came back he asked what color and sign here. Done. No BS.

[RandyO]

Best vehicle purchase experience I ever had was buying a Chevy P/U from a a salesman that only handled fleet sales. I viewed what they had in their inventory and called to try one out. The guy tossed me the keys and barely looked up. When I came back he asked what color and sign here. Done. No BS.

I'm fortunate to have a personal friend that owns 2 motorcycle dealerships, I have purchased one from each, both times, no negotiation on my part, prices I couldn't refuse
my v-strom, in Dec '06, my sv650 wasn't worth the $$ it needed. they had left over '07 DL650s but no 1000 and no expected delivery till April, the called other dealers, no dice. The straight from Suzuki NA warehouse, another dealer went bankrupt, and returned the floor plan = super good price for me
in '22 at the other location, they had the AK550 I wanted, drove in grabbed a salesman, asked him to call the boss (gave him his cell#) give me best price, a few minutes later the sales manage came down with the number, I don't know if they made $ or not, my price was $3-$5k lower than prices reported on the Kymco forum

[bassomatic]

One of the things I love most about my Harley is I haven't had to be back to the dealer, not once.

About ready to trade my over-complicated euro computer-on-wheels for something else air cooled, simple af, with bottomless aftermarket.

You had an SV

[MysterySquid]

I live in Florida and actually frequent a few dealers in that video.

All I have to say is...

...WHAT A CROCK OF SHIT!

"...slow sales in the summer months" had me laughing my ass off.

Then marginalizing Harley's presence at Daytona bike week? LOLOOLOLOLOL Oh man, that's a good one...

There are actually 5 HD dealers within 75 miles of me: Gator, Crystal River, Seminole, Warhorse, Orlando, and I don't think a single one is in trouble.

That video wreaks of AI shit.

[Garandman]

I live in Florida and actually frequent a few dealers in that video.

All I have to say is...

...WHAT A CROCK OF SHIT!

"...slow sales in the summer months" had me laughing my ass off.

Then marginalizing Harley's presence at Daytona bike week? LOLOOLOLOLOL Oh man, that's a good one...

There are actually 5 HD dealers within 75 miles of me: Gator, Crystal River, Seminole, Warhorse, Orlando, and I don't think a single one is in trouble.

That video wreaks of AI shit.

Yes, everything is great in Harley land and this is made up.

Stock price up from five year low of $19.33 (to $19.70.) In 2006 stock price was $72.

Their branding remains on-point with Boomers, apparently.

[RandyO]

That video wreaks of AI shit.

ai = acquired ignorance

[OneCheekRider]

It's possible the FL dealers are doing alright...for now. Between the weather and retirees they may continue to operate a successful business with the current model. It's also possible they look profitable but are not. At any rate, HDI is showing a loss overall. Will be interesting to see what direction Artie takes the company.

https://investor.harley-davidson.com...k/default.aspx

[MysterySquid]

The issue isn’t demand, there’s plenty of it. They’re simply too expensive. The used dealer down in my neck of the woods, Lucky U, is actually expanding after having just opened one new dealership, they’re opening another one. The majority of their stock is used Harley.

Artie better pivot Harley away from premium bikes with high profit margins, that clearly isn’t working. They’ve basically totally abandoned their blue collar base.

Indian is also becoming a better competitor every day. Harley will figure it out, they’ve always made a comeback, but the sob story isn’t as sobby as some make it out to be.


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[Gixxer]

I went to Manch HD and asked what the price was on a Road Glide that at the time msrp’d for $27,999 and was told “mid to high 30s”

[MysterySquid]

I went to Manch HD and asked what the price was on a Road Glide that at the time msrp’d for $27,999 and was told “mid to high 30s”

There's a bone stock '25 RG with 1,830 miles on it at my local used dealer, LuckyU, with an asking price of $24,900.

[nhbubba]

Maybe those prices will help me. Facing facts and going to have to cull the heard this spring, will be selling my '14 RK police. Maybe I can get decent $ for it if the new ones are that far into the stratosphere.

[Stoneman]

Maybe those prices will help me. Facing facts and going to have to cull the heard this spring, will be selling my '14 RK police. Maybe I can get decent $ for it if the new ones are that far into the stratosphere.

Used Harley prices right have fallen drastically regardless of what they're trying to get for new product. Used ones have taken a huge hit.