Gowanda Harley-Davidson Revs Up Core Business
Reprinted from the Progress 2006 edition of the Observer, March 27, 2006. The annual report highlights successful businesses in Chautauqua and Cattaraugus Counties.

Gowanda Harley-Davidson’s slogan is motorcycle sales and service since 1947.

  Concentration on these two core principles of the motorcycle business, while building close relations with their customers, has established our hometown Harley-Davidson dealership as one of the best in the nation.

In recent years, Harley-Davidson has overcome supply concerns that created up to a two year waiting period near the turn of the decade.  Showrooms are now stocked and lead times on special orders have been reduced to approximately three months.  As a result of continued strong demand and adequate inventory, according to a Motorcycle Industry Council study at year end 2005, Harley-Davidson now commands an overwhelming 61.2% market share in Gowanda Harley-Davidson’s designated market area (Suzuki trails second at 11%.)  The area is 12.9% above Harley-Davidson’s national market share.  New Harley-Davidson owners increased significantly in Dunkirk, Forestville, Angola and Springville during 2005.

“It used to be potential customers would walk in, be told they have to wait, then go to our ‘other brand’ competitors to get riding as soon as possible,” says Alan Hall, sales manager.  “Now, with over thirty different models and price points ranging from MSRP $6,595 to $31,995, Harley-Davidson’s product mix and price points are broad for anyone’s style and price.”  For Gowanda Harley-Davidson to accommodate more motorcycles, a 7,200sq. ft. storage facility was constructed late 2004 and plans are underway to break ground on a showroom expansion in 2006.

As the number of new Harley-Davidson motorcycles has increased, so has the amount of pre-owned motorcycles.  Gowanda Harley-Davidson views this as an opportunity.  Without a major price increase over the past several years on new Harley-Davidson models, resale prices on pre-owned motorcycles have shifted to within the reach of even more prospective owners.  Purchasing a pre-owned motorcycle from the dealership provides several value-added benefits that are tough to match from a private sale.

Inventory is only part of the sales equation.  To focus on customer satisfaction, additional staff, internet technology and enhancements at Harley-Davidson, Inc. have improved the turn around time of purchasing a motorcycle, making the dealership your only stop.

  A customer with a motorcycle license interested in a model in the showroom can ride home in less than two hours.  “We provide Harley-Davidson Financial Services,” says Finance Manager, Bob Tiller.  “A credit application can be submitted securely on-line and within minutes a response is obtained.  If there is a concern with the application, we can assist in resolving credit issues.”  Gowanda Harley-Davidson also provides the resources for a customer to purchase insurance and transmit documents directly to their dealership.  Once both financing and insurance requirements are met, their in-house associate, Carolyn Mende, processes and issues all DMV documentation.  While paperwork is being processed, customers have the opportunity to be fitted for Genuine Harley-Davidson MotorClothes riding apparel, including helmet, jacket and boots.  Harley-Davidson also features an overwhelming selection of Genuine Motor Accessories to personalize your motorcycle with anything from functional to bike show quality customizing.

“The purchase of a Harley-Davidson motorcycle is not the end of a transaction, but the beginning of a relationship,” comments owner, John Reid.  The service side of the business is where the relationship continues.  In addition to improving scheduled maintenance, Gowanda Harley-Davidson has expanded to meet growing popularity in creating custom and performance motorcycles.

In 2005, Gowanda Harley-Davidson began sponsoring Red Dragon Racing, a motorcycle drag racing team from Silver Creek that competes in the national All-Harley Drag Racing Association (AHDRA).  Research, development, building and tuning on the race engines are done at Gowanda Harley-Davidson.  “Our investment and experience of being involved in the AHDRA will reflect in the performance work we do on our customer’s motorcycles,” says newly promoted Service Manager, Shawn Mowry.

To make this happen for local Harley-Davidson motorcycle owners, the Service Department is putting both the tools and the customer service in place.  In January, a Dynojet Dynometer and computer equipment were installed to precisely measure and tune engine performance.  “Our customers approach us in a ‘Performance Consulting’ session and ask how they can change the performance of their motorcycle.  We discuss their options, and then one of our skilled technicians performs the work from beginning to end,” continues Mowry.  “After tuning on the Dynometer we are able to show the customer the results of their investment in terms of increased torque and horsepower.  The greatest measurement of course is when they twist the throttle for themselves.”  Harley-Davidson’s Screamin’ Eagle Performance Parts division offers several EPA compliant, street legal engine upgrade kits.

Performance engine building and tuning on today’s increasingly high-tech motorcycles takes a skilled, highly educated workforce equipped with the proper tools.  Gowanda Harley-Davidson invests in all of their technicians with continuous factory training through the Harley-Davidson University Ph.D. program.

The outlook for Gowanda Harley-Davidson remains solid on a foundation concentrated in sales and service, while building a close relationship with their customers.  “We recognize that the success of our past, and key to our future, is the relationship we share with our customers during the purchase and ownership of their Harley-Davidson motorcycle.” concludes owner John Reid.

For information on certified New York State motorcycle rider training schools and owning a Harley-Davidson motorcycle, visit Gowanda Harley-Davidson at 2535 Gowanda Zoar Rd., Gowanda or on-line at www.gowandaharley.com.