Sun Harley-Davidson

What Sun Harley-Davidson does

Sun Harley-Davidson is a family-owned authorized Harley-Davidson motorcycle dealership operating from a single showroom at 8858 Pearl Street, Denver, Colorado, serving the Denver, Arvada, Broomfield, Golden, and Lakewood markets. The business claims to be "Colorado's Original Harley-Davidson Dealer Since 1976" and has operated continuously for over 50 years under a direct-to-consumer retail model that combines a physical showroom with a multi-channel online storefront for inventory browsing, financing applications, service scheduling, and trade-in valuation.

The dealership's revenue is generated across five streams: new Harley-Davidson motorcycle sales (2025 and 2026 model years across the Adventure Touring, Cruiser, Grand American Touring, Sport, and Trike families), pre-owned and HD Certified Pre-Owned motorcycle sales with a 24-month unlimited-mileage factory warranty, genuine parts and accessories including MotorClothes apparel, certified technician service and repairs, and financing facilitation through Harley-Davidson Financial Services and Eaglemark Savings Bank. New units are priced from approximately $19,999 (Heritage Classic Solo) to over $40,000 (premium CVO/Street Glide variants); pre-owned certified units offer $2,000–$5,550 in savings versus retail, with financing promotional rates of 3.93% APR for 36 months on selected 2026 models. Custom builds are offered through the Sun Harley Designs sub-brand. Inventory at time of observation totaled approximately 224 units (170 new, 54 pre-owned).

The operating model is structurally a franchise-style authorized retailer. Revenue mechanics span manufacturer-allocated new unit sales with floor-plan financing, captive financing referral economics through HDFS, aftermarket service and parts margins (typically the highest-margin segment in dealership operations), F&I product attach, and branded apparel. Distribution is omnichannel: a walk-in showroom plus an online virtual showroom with filtering by year, condition, family, category, and price, alongside integrated credit applications and a Progressive Insurance quote pathway. Community engagement is reinforced through a H.O.G. (Harley Owners Group) chapter, an annual Biker Bash event, and ongoing email and social marketing — building repeat service and referral economics characteristic of mature dealership operations.

Name

Sun Harley-Davidson

Legal name

Sun Harley-Davidson

Website

https://sunharleydavidson.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Sun Harley-Davidson is a family-owned authorized Harley-Davidson motorcycle dealership in Denver, Colorado, operating since the 1970s as Colorado's oldest H-D retailer and selling new and certified pre-owned motorcycles, parts, service, and HDFS-financed purchases to Denver-metro riders.

Ownership category

akta.pro rank

Headquarters

HQ city

Denver

HQ country

United States

HQ region

North America

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 2025 and 2026 models across multiple families: Adventure Touring, Cruiser, Grand American Touring, Sport, and Trike. Revenue generated through direct retail sales at the dealership showroom.
2. Pre-Owned Motorcycle Sales: Sales of certified pre-owned and used Harley-Davidson motorcycles. Includes HD Certified Pre-Owned program with quality inspections. Provides customers with more affordable entry points to Harley-Davidson ownership.
3. Parts & Accessories: Sales of genuine Harley-Davidson parts, accessories, and MotorClothes apparel. Includes both in-dealership purchases and online ordering through harley-davidson.com/store.
4. Service & Repairs: Certified technician service department offering repairs, maintenance, and service appointments for Harley-Davidson motorcycles. Service department with dedicated hours.
5. Financing Services: Facilitates financing through Harley-Davidson Financial Services (HDFS) and Eaglemark Savings Bank. Provides credit applications, financing offers, and loan management for motorcycle purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Sun Harley-Davidson is an authorized Harley-Davidson motorcycle dealership selling new (2025–2026) and pre-owned Harley-Davidson motorcycles across the Adventure Touring, Cruiser, Grand American Touring, Sport, and Trike families. The dealership also offers genuine parts and accessories, certified technician service and repairs, MotorClothes branded apparel, custom motorcycle builds through its Sun Harley Designs sub-brand, and financing facilitation through Harley-Davidson Financial Services and Eaglemark Savings Bank.

Product overview

Sun Harley-Davidson operates as a Harley-Davidson motorcycle dealership offering a comprehensive portfolio of products and services. The core offerings include new 2025-2026 Harley-Davidson motorcycles across five families (Adventure Touring, Cruiser, Grand American Touring, Sport, and Trike) plus pre-owned and certified pre-owned vehicles. Supporting services include parts and accessories, certified technician service, MotorClothes apparel, custom builds through Sun Harley Designs, financing partnerships (HDFS, Eaglemark Savings Bank), trade-in valuation, insurance, and online test ride scheduling. The dealership serves the Denver, Colorado area as Colorado's original Harley-Davidson dealer since 1976.

Differentiator

Problem solved

Functional benefit

Brands

• Sun Harley® Designs: Custom motorcycles department offering personalized Harley-Davidson motorcycle customization services.

Products and services

• New Harley-Davidson Motorcycles (2025–2026 Model Lineup) Factory-fresh 2025 and 2026 Harley-Davidson motorcycles sold directly to consumers, including Adventure Touring (Pan America), Cruiser, Grand American Touring (Road Glide, Street Glide), Sport (Sportster), and Trike families. Pricing ranges from approximately $19,999 for base models to $40,000+ for premium and CVO models. Intended for individual motorcycle riders and enthusiasts in the Denver, Colorado market.
• Pre-Owned & Certified Pre-Owned Harley-Davidson Motorcycles Pre-owned Harley-Davidson motorcycles including units participating in the HD Certified Pre-Owned program with quality inspections and a 24-month unlimited-mileage factory warranty. Approximately 54 units in current inventory, providing more affordable entry points to Harley-Davidson ownership (example: 2025 Fat Boy certified at $20,999 vs. $24,999 retail). Target customers include first-time Harley buyers and value-oriented riders in the Denver metro area.
• Genuine Harley-Davidson Parts & Accessories Sales of genuine OEM Harley-Davidson parts and accessories for purchase in-dealership or via online parts request. Targets Harley-Davidson owners seeking authentic replacement parts and accessories for maintenance, repair, or personalization.
• Certified Service & Repairs Service department staffed by certified technicians performing repairs, scheduled maintenance, and warranty work on Harley-Davidson motorcycles. Online service appointment scheduling is available. Serves existing Harley-Davidson owners and recent purchasers in the Denver metropolitan area.
• MotorClothes Branded Apparel Harley-Davidson branded apparel, riding gear, and merchandise sold in-store and through the linked online store at harley-davidson.com/store. Targets Harley-Davidson owners, riders, and brand enthusiasts.
• Sun Harley Designs Custom Motorcycles Custom motorcycle builds, modifications, and personalization offered through the Sun Harley Designs sub-brand. Delivered by the dealership's customization team in Denver, targeting Harley-Davidson owners who want bespoke builds beyond standard catalog configurations.
• Motorcycle Financing Facilitation Financing facilitation for motorcycle purchases through Harley-Davidson Financial Services (HDFS) and Eaglemark Savings Bank, with online credit applications and promotional offers such as 3.93% APR for 36 months on the 2026 Street Bob. Targets individual buyers who need financing to complete a motorcycle purchase.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Harley-Davidson Motor CompanycoreStrategic or Co-development PartnerAuthorized Harley-Davidson dealership relationship with Harley-Davidson Motor Company. Provides access to new motorcycle inventory, manufacturer promotions, HDFS financing programs, genuine parts and accessories, and factory warranty support. Sun Harley-Davidson represents one of the oldest authorized dealerships in Colorado.
• Harley-Davidson Insurance/ProgressiveminorChannel Partner/ Reseller/ DistributorReferral partnership for motorcycle insurance services. Links provided on inventory pages to Progressive Insurance for motorcycle coverage quotes.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• RevZilla: Major online motorcycle parts, accessories, and apparel retailer (part of Comoto Holdings). Directly competes with Sun's parts department and MotorClothes apparel business for the same end customer purchasing gear and components.
• Cycle Gear: National brick-and-mortar motorcycle apparel, gear, and accessories retailer (sister brand to RevZilla under Comoto Holdings). Competes directly with Sun's MotorClothes and parts/accessory retail business for the same customer wallet share.
• Fay Myers Motorcycle World: Long-standing Denver-area multi-brand powersports dealer carrying Honda, Yamaha, Kawasaki, Suzuki, and other brands. Directly competes with Sun Harley-Davidson for motorcycle sales in the same Denver metro market with overlapping service and parts offerings.
• MotoSport: Online motorcycle and powersports parts, accessories, and gear retailer. Competes with Sun's parts department for online parts and accessory purchases by Harley owners and broader enthusiasts.

Broad incumbents

• Polaris Inc. Parent company of Indian Motorcycle, Slingshot, and other powersports brands. Major U.S. powersports OEM whose products compete with Harley-Davidson at the dealership level and at the consumer level across multiple segments.
• Yamaha Motor Corporation USA: Major motorcycle OEM competing across cruiser, sport, adventure, and touring categories. Sells through authorized dealers that directly compete with Sun for in-market motorcycle buyers in the Denver metro area.
• Indian Motorcycle: Direct brand competitor to Harley-Davidson in the American cruiser and touring segments, sold through an authorized dealer network structured similarly to Sun's HD franchise. Competes head-to-head for the same enthusiast customer and ownership segment.
• American Honda Motor Company: Major motorcycle OEM with an extensive authorized dealer network. Competes for cruiser, sport, adventure touring, and touring customers who might otherwise purchase from a Harley-Davidson dealer in the same regional markets.
• Kawasaki Motors USA: Major motorcycle and powersports OEM with cruiser, sport, and touring models that compete for the same buyer consideration set as Harley-Davidson products at Sun's dealership.
• Triumph Motorcycles America: Premium British motorcycle brand with cruiser, touring, and adventure models. Targets a similar premium buyer profile to Harley-Davidson, with authorized dealers competing in overlapping segments for enthusiast spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/sunharleydavidson
• Instagraminstagram.com/sunharley
• LinkedInlinkedin.com/company/sunharleydavidson

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 Sun Harley-Davidson