Warr's Harley-Davidson

What Warr's Harley-Davidson does

F H Warr & Sons Ltd, trading as Warr's Harley-Davidson, operates Europe's oldest authorised Harley-Davidson dealership from a single showroom and workshop at 611 King's Road, London, UK. Founded in 1924 by Captain Frederick James Warr, the business sells new and pre-owned Harley-Davidson motorcycles across the Grand American Touring, Cruiser, Adventure Touring, Sport, and Trike categories, alongside workshop servicing, repairs, and custom builds performed by factory-trained technicians. Customers are primarily individual motorcycle enthusiasts and collectors, with a secondary business-user segment that qualifies for ex-VAT pricing on eligible motorcycles.

The core product mix centres on physical motorcycles, with new units priced from approximately £14,395 (Sportster S) to £46,495 (premium CVO models) and used inventory ranging from £7,995 entry-level Sportsters up to £39,995 for vintage models such as a 1947 Knucklehead. The dealership's digital layer is provided by DealerWebs, a third-party e-commerce platform that powers the warrs.com website, inventory management, customer enquiry handling, and the store.warrs.com apparel and accessories shop. The physical site includes the Warr's Museum, which preserves the dealership's 100-year history, customer parking, and an on-site workshop facility in continuous operation for over a century.

Revenue is generated across six streams: new motorcycle sales, used motorcycle sales, workshop services, parts and accessories including London dealer-specific apparel, finance commission from introducing customers to Black Horse Financial Services (affiliate referral), and insurance distribution regulated by the FCA. Warr's operates as an Appointed Representative of Automotive Compliance Ltd (FCA Reference Number 497010), enabling credit broking and insurance distribution activities without holding direct lender status. Distribution combines the King's Road showroom with a UK nationwide delivery service priced at £230 per motorcycle and a Bike Finder alert system that notifies registered customers when specific models come into stock.

Name

Warr's Harley-Davidson

Legal name

F H Warr & Sons Ltd

Website

https://warrs.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

11–50 employees

Short description

F H Warr & Sons Ltd, trading as Warr's Harley-Davidson, operates Europe's oldest authorised Harley-Davidson dealership from a single King's Road, London showroom, selling new and used motorcycles, parts, apparel, workshop services, and finance and insurance products to enthusiasts and business users.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Motorcycle Sales: Sales of new Harley-Davidson motorcycles including Grand American Touring, Cruiser, Adventure Touring, Sport, and Trike ranges.
2. Used Motorcycle Sales: Sales of pre-owned Harley-Davidson motorcycles including vintage and classic models.
3. Workshop Services: Servicing, repairs, and custom builds from factory-trained technicians using the London workshop facility that has operated for over 100 years.
4. Parts, Accessories & Apparel: Online store selling Harley-Davidson branded clothing, accessories, and parts including the London dealer-specific merchandise line.
5. Finance Commission: Commission revenue from introducing customers to Black Horse Financial Services for motorcycle financing. The company acts as a credit broker and receives a fixed fee or percentage of the amount borrowed.
6. Insurance Distribution: Acting as agent on behalf of insurers for insurance distribution activities, regulated by FCA.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Warr's Harley-Davidson is an authorised Harley-Davidson dealership selling new and pre-owned Harley-Davidson motorcycles across Touring, Cruiser, Adventure Touring, Sport, and Trike ranges. The dealership also operates a workshop offering servicing, repairs, and custom builds, alongside an online store for apparel, parts, and accessories, with finance and insurance introductions provided as complementary services.

Product overview

Warr's Harley-Davidson is a single-location authorized Harley-Davidson dealership in London operating as a traditional brick-and-mortar motorcycle retailer with an integrated e-commerce platform. The core offering consists of new and pre-owned Harley-Davidson motorcycles sold across five vehicle categories (Grand American Touring, Cruiser, Adventure Touring, Sport, and Trike), supported by workshop servicing and custom build services. The business supplements motorcycle sales with an online merchandise store, in-house financial services through a partner lender, and a Bike Finder alert system for inventory searches. The company has no multi-product software platform—all product lines are physical goods and services centered on the Harley-Davidson brand.

Differentiator

Problem solved

Functional benefit

Products and services

• New Harley-Davidson Motorcycles Sales of new Harley-Davidson motorcycles across five main categories: Grand American Touring, Cruiser, Adventure Touring, Sport, and Trike. Range includes models such as the Sportster S, Low Rider ST, Heritage Classic, and Street Glide. Available for individual and qualifying business buyers, with ex-VAT pricing for business users.
• Used Harley-Davidson Motorcycles Pre-owned Harley-Davidson motorcycles sold through the H-D Certified Approved Used Bikes programme, ranging from recent Sportster and Softail models to vintage classics such as 1947 Knucklehead, 1949 FL Panhead, and 1964 Duo Glide. Prices range from approximately £7,995 to £39,995.
• Warr's Workshop Services Factory-trained technicians providing authorised Harley-Davidson servicing, repairs, and custom builds from the London King's Road workshop. Over 100 years of mechanical expertise for Harley-Davidson motorcycles.
• Warr's Online Store E-commerce storefront (store.warrs.com) selling Harley-Davidson branded clothing, accessories, parts, and London dealer-specific merchandise such as t-shirts and clothing lines.
• Financial Services Introduction Credit brokerage service introducing customers to Black Horse Financial Services for motorcycle finance including PCP and HP agreements, with terms from 12 to 60 months. Warr's earns commission on introductions and is FCA-authorised via Automotive Compliance Ltd (FCA No. 497010).
• Insurance Distribution Acting as an agent on behalf of insurers to distribute motorcycle insurance products to customers, regulated by the FCA through Automotive Compliance Ltd.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Harley-DavidsoncoreChannel Partner/ Reseller/ DistributorAuthorized Harley-Davidson dealership partnership providing exclusive rights to sell new Harley-Davidson motorcycles and represent the brand in London. The partnership includes access to H-D eBrochures, promotional materials, and factory support. The dealership hosts Harley-Davidson senior leadership visits and participates in brand events.
• DealerWebscoreTechnology or IntegrationE-commerce platform provider hosting the warrs.com website and providing the online sales infrastructure including inventory management, customer enquiry forms, and secure transaction processing.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Edinburgh Harley-Davidson: A Scottish authorized Harley-Davidson dealership selling the same new motorcycle ranges, used inventory, parts/accessories, and workshop services as Warr's. Comparable as a single-brand authorized H-D dealer with comparable product mix and revenue streams.
• Amesbury Harley-Davidson: An authorized Harley-Davidson dealership in Wiltshire operating the same new/used H-D sales, parts, accessories, and workshop services model as Warr's. Comparable as a single-brand authorized UK H-D dealer offering a similar product range and customer experience.
• West Coast Harley-Davidson: An authorized Harley-Davidson dealer in the Chorley/Lancashire area offering the same authorized H-D sales, workshop, parts, and finance offerings as Warr's. Directly comparable authorized-dealership model with similar revenue streams and product range.
• Shaw Harley-Davidson: A long-established authorized Harley-Davidson dealer in Lancashire, UK, operating the same model of new H-D sales, used H-D sales, workshop servicing, parts, and finance/insurance as Warr's. Comparable as a directly competing UK authorized H-D dealership with multi-stream revenue and a similar institutional dealer footprint.
• Maidstone Harley-Davidson: An authorized Harley-Davidson dealership in Kent selling new and pre-owned H-D motorcycles, parts/accessories, finance products via Black Horse, and workshop services. Comparable to Warr's as a UK authorized H-D dealership with the same multi-stream revenue model.
• Cheltenham Harley-Davidson: An authorized Harley-Davidson dealership in the Cheltenham region selling new and used H-D motorcycles, parts, accessories, and workshop services under the same brand-aligned model as Warr's. Directly comparable authorized H-D dealer with similar single-brand authorized structure.

Broad incumbents

• Infinity Motorcycles: A UK multi-brand motorcycle retailer offering new/used motorcycles, parts, accessories, apparel, and workshop services across multiple manufacturers. Comparable to Warr's through its full-service UK motorcycle-retail footprint and apparel/accessories e-commerce operation, but broader in brand coverage.
• Laguna Motorcycles: A multi-brand UK motorcycle retailer carrying Harley-Davidson alongside Triumph, Ducati, BMW, KTM and others, with parts, accessories, apparel, and workshop services. Comparable to Warr's because it operates the same UK motorcycle-retail model (sales + workshop + parts + apparel) but across a broader brand portfolio rather than H-D exclusivity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

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Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Warr's Harley-Davidson