Sykes Harley-Davidson

What Sykes Harley-Davidson does

Sykes Harley-Davidson is an authorized Harley-Davidson motorcycle dealership operated by John Shaw Limited, a privately held UK company headquartered at Holmes Hill, near Lewes, East Sussex, in the south of England. The dealership sells new Harley-Davidson motorcycles across five categories (Grand American Touring, Cruiser, Trike, Adventure Touring, and Sport), H-D Certified pre-owned motorcycles up to 15 years old, genuine parts and accessories, branded motorclothes and apparel, and offers in-house servicing and workshop capabilities. It also operates two wholly-owned divisions: Speed & Custom, an award-winning custom motorcycle build shop, and Sykes Rider Academy, a motorcycle rider training school.

The business generates revenue through seven primary streams: new motorcycle sales, pre-owned motorcycle sales, parts and accessories, apparel and merchandise, service and workshop fees, custom motorcycle builds, and finance/insurance commissions arranged through Harley-Davidson Finance, Black Horse Limited, and partner insurers. Pricing for new motorcycles ranges from approximately £14,395 (Sportster S) to £45,995 (CVO Street Glide), with used models starting at around £7,995. Finance products (Harley|OWN PCP, Harley|PURCHASE) are offered via Harley-Davidson Finance with monthly billing. The company is FCA-registered (No 497010 via Automotive Compliance Ltd) for credit broking and insurance distribution activities.

The go-to-market motion is direct-to-consumer through a single physical showroom, supported by an online store (including an eBay presence), test ride booking via Harley-Davidson's centralized system, on-site events (such as the American Custom Car & Bike Meet), email marketing through Mailchimp, and social sharing. The dealership holds 8 Bar and Shield awards from Harley-Davidson for customer service and was the first global dealer to take 1st place in the Modified Harley-Davidson class at the Sturgis AMD World Championship of Bike Building. The business serves UK motorcycle enthusiasts and is a small privately held operation with 11-50 employees and no disclosed external investors.

Name

Sykes Harley-Davidson

Legal name

John Shaw Limited

Website

https://sykeshd.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Sykes Harley-Davidson is a privately held, authorized Harley-Davidson dealership in Holmes Hill, East Sussex, UK, selling new and H-D Certified pre-owned motorcycles, parts, apparel, and offering servicing, custom builds via Speed & Custom, and rider training via Sykes Rider Academy.

Ownership category

akta.pro rank

Product category

Motorcycle Retail

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Bike Parts & Components Retail (CRAMAHAB)

akta.pro secondary industries

Bike Service, Repair & Maintenance Shops (CRAMAHAH), Used & Refurbished Bike Retail (CRAMAHAK), Bike Apparel, Helmets & Protective Gear Retail (CRAMAHAC), Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

Keywords

• Motorcycle dealership
• Harley-davidson sales
• Motorcycle servicing
• Custom motorcycle builds
• Rider training

Headquarters

HQ city

Lewes

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: Sale of new Harley-Davidson motorcycles including 2026 models across Grand American Touring, Cruiser, Trike, Adventure Touring, and Sport categories.
2. Pre-Owned Motorcycle Sales: Sale of certified pre-owned and H-D Certified approved used Harley-Davidson motorcycles, including vehicles up to 15 years old.
3. Parts and Accessories: Sale of genuine Harley-Davidson parts, Screamin' Eagle upgrades, and accessories through their online store and physical shop.
4. Apparel and Merchandise: Sale of motorclothes including men's, women's, riding accessories, and lifestyle merchandise.
5. Service and Workshop: Motorcycle servicing, cleaning care, and maintenance services.
6. Finance and Insurance Products: Arrangement of Harley-Davidson finance products including Harley|OWN (PCP), Harley|PURCHASE, and related insurance services through Harley-Davidson Finance and affiliated lenders.
7. Custom Motorcycles: The Speed & Custom division creates bespoke custom motorcycles, having won the Modified Harley-Davidson class at Sturgis AMD World Championship of Bike Building.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sykes Harley-Davidson is an authorized Harley-Davidson dealership selling new and pre-owned motorcycles across five categories (Grand American Touring, Cruiser, Trike, Adventure Touring, Sport), along with genuine parts, accessories, motorclothes, and apparel. The dealership operates a workshop for servicing and maintenance, an in-house Speed & Custom division for bespoke motorcycle builds, a Sykes Rider Academy for rider training, and arranges finance and insurance products through Harley-Davidson Finance and partner lenders.

Product overview

Sykes Harley-Davidson is an official Harley-Davidson motorcycle dealership offering a comprehensive portfolio of new 2026 model year motorcycles and certified pre-owned bikes, alongside financial services and rider training. The product portfolio spans five main motorcycle categories: Grand American Touring (Street Glide, Road Glide, and premium CVO models), Cruiser (Street Bob, Low Rider S/ST, Breakout, Fat Boy, Heritage Classic), Trike (CVO Street Glide 3 Limited, Road Glide 3, Street Glide 3 Limited), Adventure Touring (Pan America 1250 ST/Special/Limited), and Sport (Nightster, Nightster Special, Sportster S). Supporting services include Harley-Davidson Finance for purchasing and insurance, H-D Certified Approved Used bikes with comprehensive guarantees, Sykes Rider Academy for training, and an e-commerce online store for apparel and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• Speed & Custom: Custom motorcycle builds and modifications division of Sykes Harley-Davidson, based at the same dealership location. Has collected bike show awards in Europe and the US, including first place in the Modified Harley-Davidson class at Sturgis AMD World Championship of Bike Building.

Products and services

• 2026 Street Glide Grand American Touring motorcycle with Milwaukee-Eight 117 motor, Skyline OS 12.3-inch TFT display, liquid-cooled engine producing 105 hp and 130 ft-lb torque, targeted at touring riders.
• Road Glide Grand American Touring motorcycle with Milwaukee-Eight 117 motor, Sharknose fairing, Skyline OS 12.3-inch display and selectable ride modes.
• CVO Street Glide Custom Vehicle Operations flagship touring motorcycle with Milwaukee-Eight VVT 121 motor, Torched Orange paint, Carbide Collection details and premium H-D audio.
• Street Glide Limited Long-haul touring motorcycle with Milwaukee-Eight VVT 117 motor, Grand Tour-Pak, heated seats and Rockford Fosgate audio.
• CVO Road Glide ST Race-inspired bagger with Milwaukee-Eight 121 High Output motor, Heavy Breather intake, remote-reservoir suspension and track modes.
• Road Glide Limited Two-up touring motorcycle with Milwaukee-Eight VVT 117 motor, Grand Tour-Pak, heated seats and 200-watt audio system.
• CVO Street Glide ST All-new Batwing bagger with Heavy Breather intake, floating front rotors, 8 selectable ride modes and Milwaukee-Eight 121 High Output motor.
• CVO Street Glide Limited Ultimate luxury touring motorcycle with Milwaukee-Eight VVT 121 motor, split seven-spoke wheels, Citrus Heat tri-tone paint and Grand Tour-Pak.
• Street Bob Lean cruiser motorcycle with Milwaukee-Eight 117 motor, 2-into-1 exhaust, USB-C charging and 4-inch analog gauge.
• Low Rider S Performance cruiser with Milwaukee-Eight 117 High Output motor, Heavy Breather intake and rip-ready suspension.
• Low Rider ST Performance cruiser with FXRT-inspired fairing, Milwaukee-Eight 117 High Output motor and performance-tuned suspension.
• Breakout Long-and-low cruiser with Milwaukee-Eight 117 Custom motor, 240mm rear tire, bobtail fender and USB-C charging.
• Fat Boy Iconic cruiser with Milwaukee-Eight 117 motor, wide tires, Lakester cast aluminum wheels and steamroller stance.
• Heritage Classic Vintage-styled cruiser with Milwaukee-Eight 117 motor, lockable saddlebags, LED lighting and performance 2-into-1 exhaust.
• CVO Street Glide 3 Limited Premium three-wheeled motorcycle (trike) with Milwaukee-Eight VVT 121 motor, redesigned suspension, electric reverse, Grand Tour-Pak and Skyline OS.
• Road Glide 3 Lean three-wheeled motorcycle with redesigned Sharknose fairing, Milwaukee-Eight VVT 117 motor, new rear suspension and Skyline OS.
• Street Glide 3 Limited Long-haul three-wheeled motorcycle with redesigned Batwing fairing, Milwaukee-Eight VVT 117 power, heated seats and Grand Tour-Pak.
• Pan America 1250 ST Adventure touring motorcycle with 150 hp Revolution Max motor, Quick Shifter, Adaptive Ride Height and 17-inch street wheels.
• Pan America 1250 Special Adventure motorcycle with 150 hp motor, Adaptive Ride Height, 173mm touchscreen, Rider Safety Enhancements and semi-active suspension.
• Pan America 1250 Limited Adventure touring motorcycle with SW-MOTECH aluminum luggage, Adaptive Ride Height, Quick Shifter, factory-installed guarding and auxiliary lighting.
• Nightster Sport motorcycle with 975T Revolution Max motor, LED lighting, selectable ride modes and 481 lbs wet weight.
• Sportster S Performance sport motorcycle with 121 hp Revolution Max 1250T motor, wide front tire and 2-1-2 scrambler exhaust.
• Nightster Special Sport motorcycle with 975T Revolution Max motor, traction control, SHOWA suspension and ABS.
• Harley-Davidson Finance Finance products including Harley|OWN (PCP), Harley|PURCHASE and Harley|LOAN arranged through Harley-Davidson Finance and panel of lenders for new and used motorcycle purchases.
• H-D Certified Approved Used Certified pre-owned motorcycle program for Harley-Davidson bikes up to 15 years old, featuring 110-point inspection, history check, 12-month guarantee and roadside assistance.
• Sykes Rider Academy Motorcycle riding academy providing training for new and experienced riders.
• Sykes Online Store Online store selling motorcycle apparel, motorclothes, riding accessories, parts and accessories, cleaning and maintenance products across Men's, Women's, Family, For The Home and Parts & Accessories categories.
• Speed & Custom Motorcycles Bespoke custom motorcycle build and modification service operated through the Speed & Custom division, recognised with a first place at the Sturgis AMD World Championship Modified Harley-Davidson class.
• Motorcycle Servicing & Workshop Authorised motorcycle servicing, maintenance and cleaning care delivered through the dealership workshop, including Screamin' Eagle performance upgrades and genuine parts installation.

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

One partnership is on record.

• SW-MOTECHminorStrategic or Co-development PartnerPartnership for Pan America 1250 Limited aluminum luggage designed in collaboration with SW-MOTECH delivering 120 liters of lockable storage.

Scale indicators4 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Newmarket Harley-Davidson: Authorized Harley-Davidson dealer in Suffolk providing the complete new model lineup, certified pre-owned bikes, parts, motorclothes, and workshop services. Directly comparable authorized dealer operating in the same UK market.
• Warr's Harley-Davidson: One of the most established authorized Harley-Davidson dealerships in the UK (Kingston upon Thames), offering the full H-D lineup, parts, service, apparel, finance, and used bikes. Directly comparable to Sykes as a same-brand authorized dealer with a multi-revenue model serving UK enthusiasts.
• Lings Harley-Davidson: Authorized Harley-Davidson dealer in Norfolk serving the East Anglia market with full new model range, certified used bikes, workshop, parts, and motorclothes. Comparable UK authorized dealer with similar catchment-area dynamics.
• Cheltenham Harley-Davidson: Authorized Harley-Davidson dealership in the Cotswolds offering new and pre-owned motorcycles, parts, accessories, apparel, and servicing. Same authorized dealer model with similar customer segments and revenue mix as Sykes.
• Maidstone Harley-Davidson: Authorized Harley-Davidson dealership in Kent offering new and pre-owned motorcycles, parts, service, apparel, and finance through H-D Finance. Direct UK peer with similar showroom-based, multi-revenue operating model.

Emerging players

• Thunderbike: German custom Harley-Davidson builder and parts manufacturer with international reputation for modified and custom H-D builds. Comparable to Speed & Custom in focus on bespoke modified Harley-Davidsons, though Thunderbike operates at significantly larger scale as a specialist builder rather than a full-line authorized dealer.
• Rick's Motorcycles: German-based custom Harley-Davidson and parts specialist with strong international recognition for high-end custom builds and aftermarket parts. Relevant peer for Sykes' Speed & Custom division in the premium custom H-D segment.

Regional players

• Edinburgh Harley-Davidson: Authorized Harley-Davidson dealer in Scotland offering new and used motorcycles, parts, apparel, service, and finance. Comparable authorized dealer model but serving a different UK geography (Scotland) than Sykes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sharer/sharer.php?u=https%3A%2F%2Fsykeshd.com%2F
• Xx.com/speedandcustom

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

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 Sykes Harley-Davidson