Morgan and Wacker

What Morgan and Wacker does

Morgan & Wacker is an authorized Harley-Davidson motorcycle dealership operating three retail locations across Australia's eastern seaboard: Brisbane (Newstead, QLD), Melbourne (Epping, VIC), and Sydney (Auburn, NSW). The company has operated continuously as a Harley-Davidson franchisee for over 100 years and trades under the DBA Morgan & Wacker Harley-Davidson. Its core activity is the retail sale of new and pre-owned Harley-Davidson motorcycles organized across Grand American Touring, Cruiser, Trike, Adventure, and Sport model segments, with new-bike prices ranging from approximately A$6,999 for entry-level X350 models to A$48,990 for premium CVO variants.

The business operates a full-service dealership model: alongside motorcycle sales, it generates revenue from genuine OEM parts and accessories, branded men's/women's/kids' apparel, factory-trained workshop service and dyno services (Brisbane), motorcycle finance origination, and a Harley-Davidson rental program. Distribution is primarily through three physical showrooms supplemented by an e-commerce storefront on morganandwacker.com.au that supports online parts/apparel purchase, account management, invoice payment, and service bookings. The technology stack is conventional retail e-commerce with PayPal, Visa, MasterCard, and American Express integrations; the company does not develop proprietary technology and instead leverages Harley-Davidson's product platforms (Skyline OS infotainment, Milwaukee-Eight motors, Rider Safety Enhancements).

The go-to-market combines direct-to-consumer in-store selling with event-driven demand generation, including the United We Ride 2026 community campaign, Demonstrator Month test rides, and seasonal service specials. Customer segments span touring enthusiasts, cruiser riders, brand-loyal lifestyle buyers, trike and adventure riders, and sport segment buyers. The company is privately held, has 11–50 employees, has no disclosed funding rounds or M&A history, and was recognized by Harley-Davidson as a 2025 Five Star Dealer of the Year.

Name

Morgan and Wacker

Legal name

Morgan & Wacker

Website

https://morganandwacker.com.au

Company type

Private

Founded year

1920

Operating status

Operating

Headcount range

11–50 employees

Short description

Morgan & Wacker is an authorized Harley-Davidson motorcycle dealership operating three Australian retail locations across Brisbane, Melbourne, and Sydney, offering new and pre-owned motorcycles, genuine parts, factory-trained service, apparel, finance, and rental services to Australian riders.

Ownership category

akta.pro rank

Product category

Motorcycle Dealership

NAICS

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

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

akta.pro secondary industry

Sportbike Motorcycle Rentals (THADAHAD)

Keywords

• Harley-Davidson dealership
• Motorcycle sales
• Motorcycle service
• Parts and accessories
• Motorcycle rentals

Headquarters

HQ city

Newstead

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Motorcycle Sales: Sale of new Harley-Davidson motorcycles across all model families including Grand American Touring, Cruiser, Trike, Adventure, and Sport categories. The company stocks 2024-2026 model year bikes at its three dealership locations.
2. Pre-Owned Motorcycle Sales: Sale of pre-owned/used Harley-Davidson motorcycles through the 'Bikes / Pre-Owned' section of the website.
3. Genuine Parts & Accessories: Sale of Harley-Davidson genuine parts (OEM) and accessories including batteries, brakes, exhausts, tyres, engine components, and custom trim through the online shop and in-store.
4. Apparel & Merchandise: Sale of Harley-Davidson branded apparel and merchandise for men, women, and kids including helmets, jackets, gloves, boots, and casual clothing through dedicated shop sections and clearance offerings.
5. Service & Maintenance: Workshop services including routine maintenance, performance upgrades, dyno services (Brisbane), and pre-paid service packages. Factory-trained technicians provide service for all Harley-Davidson models.
6. Finance: The company offers in-house and third-party financing solutions for motorcycle purchases, enabling customers to finance their bike acquisitions through installment plans.
7. Motorcycle Rental: Harley-Davidson motorcycle rental services offered to customers who want to experience riding before purchasing, or for visitors seeking motorcycle experiences in Australia.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Morgan & Wacker is an authorised Harley-Davidson motorcycle dealership operating three retail showrooms in Brisbane, Melbourne, and Sydney. Its core business is the sale of new and pre-owned Harley-Davidson motorcycles, backed by genuine OEM parts and accessories, branded apparel, factory-trained service and maintenance, in-house and third-party finance, motorcycle rental, and trade-in services.

Product overview

Morgan & Wacker is a Harley-Davidson motorcycle dealership operating in Australia with three locations (Brisbane, Melbourne, Sydney). The company operates a platform-based business model offering new and pre-owned Harley-Davidson motorcycles as core products, complemented by genuine parts, accessories, apparel (men's, women's, and kids'), service & maintenance, motorcycle rental, and finance services. The motorcycle lineup is organized into five distinct segments: Grand American Touring (Street Glide, Road Glide, CVO models), Cruiser (Street Bob, Low Rider S/ST, Breakout, Fat Boy, Heritage Classic), Trike (Road Glide 3, Street Glide 3 Limited), Adventure Touring (Pan America 1250 Special), and Sport (Nightster Special, Sportster S). The company also offers Harley-Davidson X500/X350 entry-level cruisers. Beyond motorcycle sales, the business provides rental services, trade-in programs, and factory-trained maintenance services.

Differentiator

Problem solved

Functional benefit

Products and services

• New Harley-Davidson Motorcycles New Harley-Davidson motorcycles across all model families including Grand American Touring (Street Glide, Road Glide, CVO variants), Cruiser (Street Bob, Low Rider S, Low Rider ST, Breakout, Fat Boy, Heritage Classic), Trike (Road Glide 3, Street Glide 3 Limited, CVO Street Glide 3 Limited), Adventure Touring (Pan America 1250 Special), Sport (Nightster Special, Sportster S), and entry-level X500/X350. Available at all three dealership locations.
• Pre-Owned Harley-Davidson Motorcycles Pre-owned and used Harley-Davidson motorcycles, including demonstrator models sold at reduced prices reflecting used condition. Sold through the 'Bikes / Pre-Owned' section across the three dealerships.
• Genuine Harley-Davidson Parts OEM Harley-Davidson parts including batteries, brakes & suspension, custom accessories & trim, drive components (belts/chains, sprockets), electrical & lighting, engine parts, exhausts, fuel & air intake, graphics & decals, handlebars & controls, oil & chemicals, seats & backrests, and tyres. Sold online and in-store.
• Harley-Davidson Accessories Genuine Harley-Davidson accessories including audio & electronics, cleaning products, communications equipment (Bluetooth & intercoms), covers, GPS & navigation, security systems, stands & lifts, and luggage solutions.
• Men's Apparel & Motorclothes Men's Harley-Davidson branded clothing and gear including helmets (full face, modular, open face), gloves, headwear, jackets & vests (leather, riding, casual), pants, boots, rain gear, sunglasses, shirts, sweatshirts & hoodies, and accessories & gifts.
• Women's Apparel & Motorclothes Women's Harley-Davidson branded clothing including helmets (full face, open face, modular), jackets & vests, gloves, jeans & pants, boots, heated gear, sweatshirts & hoodies, hats & caps, and shirts & t-shirts.
• Kids' Apparel Harley-Davidson branded clothing and gear for children.
• Motorcycle Service & Maintenance Factory-trained technicians providing routine maintenance, performance upgrades, dyno services (Brisbane), and pre-paid service packages for all Harley-Davidson models. Service bookings available online.
• Motorcycle Finance In-house and third-party financing solutions for motorcycle purchases, enabling customers to finance their Harley-Davidson acquisitions through installment plans.
• Harley-Davidson Rental Harley-Davidson motorcycle rental service for customers who want to experience riding before purchasing or for visitors seeking motorcycle experiences in Australia.
• Sell Your Harley (Trade-In) Trade-in service allowing customers to sell their existing Harley-Davidson motorcycles to Morgan & Wacker.

Quantifiable outcome

• Over 100 years of continuous Harley-Davidson dealership operation in Queensland

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Ducati Motor Holding: Italian premium motorcycle manufacturer with authorized dealer networks. Comparable because Ducati competes for the same premium-rider segment and operates an analogous franchised dealership model for new/used sales, parts, accessories, and service.
• BMW Motorrad: BMW's motorcycle division competes in premium touring, sport, and adventure segments that overlap Harley-Davidson's Grand American Touring and Pan America offerings. Comparable through similar authorized-dealership retail model targeting premium riders and offering lifestyle apparel.
• Indian Motorcycle (Polaris Inc.): Polaris-owned premium cruiser and touring motorcycle brand that directly competes with Harley-Davidson in V-twin cruisers, baggers, and touring segments. Comparable because they target the same lifestyle buyer with overlapping product positioning; Indian dealers operate the same full-service retail model of sales, service, parts, and apparel.
• EagleRider: World's largest motorcycle rental and tour operator with strong Harley-Davidson fleet ties. Comparable because EagleRider operates Harley motorcycle rentals and tours—a service Morgan & Wacker also offers—and serves the same experiential rider customer seeking brand immersion before purchase.
• Triumph Motorcycles: Premium British motorcycle brand with authorized dealer networks across Australia. Comparable because Triumph competes for the same discretionary premium motorcycle buyer and operates through similarly structured authorized dealerships offering new/used sales, parts, apparel, and service.

Broad incumbents

• Yamaha Motor: Global motorcycle manufacturer with broad dealer networks across Australia. Comparable because Yamaha's dealer network competes for new riders, sport, and adventure segments and operates an analogous multi-revenue-stream retail model.
• Polaris Inc. Parent of Indian Motorcycle, Slingshot, and other powersports brands. Comparable because Polaris operates an adjacent competing dealer network and competes for the same discretionary rider dollars across cruisers, touring, and three-wheel segments.
• Harley-Davidson, Inc. The parent manufacturer of every product Morgan & Wacker sells. Harley-Davidson sets dealer terms, product roadmap, and brand direction, making it the most strategically linked counterparty. Comparable because the dealership's entire revenue and operating model is a function of Harley-Davidson's franchise terms and brand health.

Emerging players

• KTM AG: European motorcycle manufacturer with growing adventure and sport segment presence. Comparable as a competing premium brand with authorized dealer networks that overlaps with Harley-Davidson's Adventure Touring (Pan America) and Sport segments.
• Riders Share: Peer-to-peer motorcycle rental marketplace. Comparable because it competes with Morgan & Wacker's rental offering as an alternative discovery and trial channel for riders seeking Harley-Davidson experiences before committing to purchase.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/morgan-and-morgan-llc

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 Morgan and Wacker