Dillon Brothers
Dillon Brothers is a family-owned motorcycle and powersports dealership group operating three retail locations in Nebraska. Authorized by seven major OEMs, it sells new and pre-owned vehicles, parts, and accessories, and offers certified service, financing, and rider training.
- Company typePrivate
- Founded2002
- HeadquartersOmaha, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Dillon Brothers does
Dillon Brothers is a family-owned motorcycle and powersports dealership group headquartered in Omaha, Nebraska, operating three retail locations across two cities (Harley-Davidson Omaha, MotorSports Omaha, and Harley-Davidson Fremont). Founded in 2002 after being handpicked by Harley-Davidson, the business serves individual motorcycle and powersports enthusiasts as an authorized dealer for seven OEMs: Harley-Davidson, Indian Motorcycle, Honda, Kawasaki, KTM, Suzuki, and Yamaha. The product portfolio spans new and pre-owned motorcycles, ATVs, side-by-sides, utility vehicles, and watercraft, supported by OEM and aftermarket parts, Motorclothes branded apparel, certified technician service, vehicle financing through Harley-Davidson Credit and MotorSports Financing, and an online parts storefront powered by PartsFish.
The business operates a diversified, multi-revenue-stream retail model: (1) one-time vehicle sales of new and pre-owned units, (2) parts and accessories retail (in-store and via PartsFish e-commerce with home shipping), (3) service and maintenance performed by certified master technicians (oil changes, brake fluid, fork seals, coolant flushes, and 12- to 48-point inspections), (4) F&I income from financed vehicle, parts, accessory, extended service plan, and insurance transactions, (5) Harley-Davidson Riding Academy training courses (New Rider $395, Intermediate $350-$450, Adventure Touring $200), and (6) the VIB (Very Important Biker) Rewards loyalty program awarding 1 point per $1 spent and 500 points per motorcycle purchase, with 1.5x multipliers for HOG members and active military, redeemable annually for reward certificates.
Go-to-market is primarily direct-to-consumer through brick-and-mortar showrooms, supplemented by online inventory browsing on dedicated brand websites (dillonharley.com, dilloncycles.com, dillonindian.com) and an e-commerce parts channel. Customer acquisition is reinforced by community programming (Throttle Thursdays, Beard Brawl, Kickstart to Christmas, Dan Von Seggern Memorial Chili Cook Off), HOG chapter affiliation, riding academy courses that funnel trained riders into vehicle purchases, and a strong reputation evidenced by 500+ five-star reviews and 929 Google reviews. The company is privately held with no disclosed PE/VC backing, no parent company, and no subsidiaries, and operates exclusively in the domestic U.S. Midwest market.
Dillon Brothers firmographics
Firmographics- Name
- Dillon Brothers
- Legal name
- Dillon Brothers
- Website
- https://dillonbrothers.com
- Company type
- Private
- Founded year
- 2002
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Dillon Brothers is a family-owned motorcycle and powersports dealership group operating three retail locations in Nebraska. Authorized by seven major OEMs, it sells new and pre-owned vehicles, parts, and accessories, and offers certified service, financing, and rider training.
- Ownership category
- akta.pro rank
Where Dillon Brothers is headquartered
LocationHeadquarters
- HQ city
- Omaha
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Dillon Brothers business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Inventory and Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: Sales of new and pre-owned motorcycles, ATVs, side-by-sides, and utility vehicles. Revenue generated from the markup between wholesale acquisition and retail sale prices. Both Harley-Davidson and general powersports (Honda, Kawasaki, Suzuki, Yamaha, KTM) vehicles are sold.
- Parts and Accessories: Sales of OEM and aftermarket parts, accessories, and riding apparel. Includes motorcycle parts, Motorclothes branded apparel, and gear. Customers can shop online through PartsFish diagrams with home shipping.
- Service and Maintenance: Revenue from motorcycle maintenance, repairs, and inspections performed by certified technicians. Services include oil changes, brake fluid replacements, fork seal changes, coolant flushes, and multipoint inspections.
- Financing Services: Facilitates vehicle financing through Harley-Davidson Credit and MotorSports financing applications, earning dealer reserve or kickback on originated loans. Covers parts, accessories, extended service plans, cycle insurance, and power equipment.
- VIB Rewards Program: Points-based loyalty program where customers earn 1 point per $1 spent on parts, merchandise, and service. Motorcycle purchases earn 500 points. Points redeemable for reward certificates starting at 100 points ($5 value). Program resets annually on March 1st.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | One time | New Rider Course - 21-hour beginner motorcycle training including motorcycle use |
| Unit Pricing | One time | Intermediate Rider Course - Skill enhancement for experienced riders |
| Unit Pricing | One time | Adventure Touring Course - Off-road motorcycle training |
| Subscription | Annual | VIB Rewards - Points earning structure |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
Dillon Brothers product offering
Product offeringCore offering
Dillon Brothers is a family-owned motorcycle and powersports dealership group operating three retail showrooms in Omaha and Fremont, Nebraska. The company sells new and pre-owned Harley-Davidson, Indian Motorcycle, Honda, Kawasaki, KTM, Suzuki, and Yamaha motorcycles, ATVs, side-by-sides, and related powersports vehicles, complemented by certified service and maintenance, OEM and aftermarket parts, riding academy training courses, vehicle financing, and a VIB customer loyalty rewards program.
Product overview
Dillon Brothers is a family-owned motorcycle dealership group operating as an authorized dealer for Harley-Davidson, Indian Motorcycle, Honda, Kawasaki, KTM, Suzuki, and Yamaha. The company operates three locations in Omaha and Fremont, Nebraska (Harley-Davidson Omaha, Harley-Davidson Fremont, and MotorSports Omaha). Their product portfolio centers on new and pre-owned motorcycle sales across all major brands, complemented by powersports vehicles including ATVs, side-by-side utility vehicles (UTVs), and watercraft (Jet Skis). Supporting services include riding academy training programs (New Rider, Intermediate, and Adventure Touring courses), a VIB loyalty rewards program, full-service maintenance and repair by certified technicians, vehicle financing, and an online parts and accessories e-commerce platform. The company has been in business for nearly 20 years since 2002.
Differentiator
Problem solved
Functional benefit
Products and services
- Harley-Davidson Motorcycles
Companies that use Dillon Brothers
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles2 records
Dillon Brothers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Dillon Brothers partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Harley-DavidsoncoreAuthorized Harley-Davidson dealership for both Omaha and Fremont locations. Dillon Brothers was handpicked by Harley-Davidson in 2002 for their customer-centric approach. Sells new and pre-owned Harley-Davidson motorcycles, parts, accessories, and offers Harley-Davidson Riding Academy courses. Website links directly to dillonharley.com for Harley-specific inventory.
- Indian MotorcyclecoreAuthorized Indian Motorcycle dealership offering new and pre-owned Indian motorcycles, parts, and accessories. Featured as a primary brand alongside Harley-Davidson on the main website.
- HondacoreHonda Powersports authorized dealer offering motorcycles, ATVs, side-by-sides, and power equipment through the MotorSports location.
- KawasakicoreKawasaki Powersports authorized dealer with dedicated product pages and extensive 2024 model lineup coverage including motorcycles, ATVs, side-by-sides, watercraft, and electrification options.
- SuzukicoreSuzuki Motorcycles authorized dealer offering Suzuki motorcycles, ATVs, and other powersports products through the MotorSports location.
- YamahacoreYamaha Motorcycles authorized dealer offering Yamaha motorcycles, ATVs, and utility vehicles through the MotorSports location.
- KTMcoreKTM motorcycle authorized dealer offering KTM off-road, dual-sport, and street motorcycles through the MotorSports location.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Dillon Brothers competitors and assessment
Company assessmentEmerging players
- RevZilla: Largest U.S. online motorcycle gear, parts, and accessories retailer (part of Comoto Holdings). Comparable to Dillon Brothers' online PartsFish business as a digital-native channel competing for parts and accessories share, while also serving as a complementary ecosystem player.
- MotoSport: Online retailer specializing in motorcycle, ATV, and powersports parts, accessories, and gear from major brands. Comparable to Dillon Brothers' online parts channel as a digital aftermarket competitor, particularly relevant for off-road and dirt bike categories.
Broad incumbents
- SCHEELS: Regional sporting goods and outdoor superstore chain across the Midwest and Western U.S., with broad hunting, fishing, cycling, and outdoor recreation assortments. Adjacent comparable in Midwest regional retail footprint and outdoor lifestyle customer demographic.
- Cycle Gear: National specialty retailer of motorcycle apparel, parts, accessories, and gear across 150+ stores plus e-commerce. Comparable as an aftermarket parts/accessories distribution channel that competes for the same customer wallet share as Dillon Brothers' parts and Motorclothes business.
Direct peers
- Bartels' Harley-Davidson: Long-established authorized Harley-Davidson dealership in Marina del Rey, CA with multi-decade operating history, full sales/service/parts/apparel operations, and Riding Academy. Comparable to Dillon Brothers in longevity, full lifecycle service offering, and Harley-Davidson franchise model.
- House of Harley-Davidson: Large authorized Harley-Davidson dealership in Greenfield, WI operating across multiple locations with vehicle sales, Motorclothes, service, parts, and Riding Academy. Closely comparable to Dillon Brothers' Harley-Davidson stores in brand mix, training program offering, and community-driven loyalty programming.
- Columbia Powersports: Multi-brand powersports dealership in the Pacific Northwest carrying motorcycles, ATVs, and side-by-sides from major OEMs including Honda, Yamaha, Kawasaki, and Suzuki. Comparable to Dillon Brothers' MotorSports location in multi-OEM strategy and powersports vehicle mix.
- St. Paul Harley-Davidson: Midwest-based authorized Harley-Davidson dealership offering new and pre-owned motorcycles, parts, service, and apparel. Comparable as a regional authorized Harley dealer with full-service operations and similar customer demographic focus.
- Buddy Stubbs Arizona Harley-Davidson: Large single-brand Harley-Davidson dealership in Phoenix with new/pre-owned vehicle sales, Motorclothes, full service department, and authorized Riding Academy. Comparable in single-OEM focus, training-as-acquisition-funnel strategy, and community event programming.
- RideNow Powersports: One of the largest multi-brand powersports dealer groups in the U.S., operating multiple locations across AZ, NV, FL, and TX carrying motorcycles, ATVs, side-by-sides, and watercraft. Directly comparable to Dillon Brothers in multi-OEM authorized dealership model, vehicle-plus-parts-plus-service revenue mix, and physical showroom-led GTM.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Dillon Brothers social profiles
Digital presenceDillon Brothers financial estimates
Financial estimateRevenue estimate
Valuation estimate
Dillon Brothers leadership team
Management profileNumber of profiles
Dillon Brothers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Dillon Brothers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Dillon Brothers
What does Dillon Brothers do?
Dillon Brothers is a family-owned motorcycle and powersports dealership group operating three retail showrooms in Omaha and Fremont, Nebraska. The company sells new and pre-owned Harley-Davidson, Indian Motorcycle, Honda, Kawasaki, KTM, Suzuki, and Yamaha motorcycles, ATVs, side-by-sides, and related powersports vehicles, complemented by certified service and maintenance, OEM and aftermarket parts, riding academy training courses, vehicle financing, and a VIB customer loyalty rewards program.
Is Dillon Brothers a public or private company?
Dillon Brothers is a private company. It is classified as family owned and is currently operating.
When was Dillon Brothers founded?
Dillon Brothers was founded in 2002. It employs 51 to 100 people.
Where is Dillon Brothers based?
Dillon Brothers is headquartered in Omaha, United States, in the North America region.
How does Dillon Brothers make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are parts and Accessories, service and Maintenance, financing Services and VIB Rewards Program.
Who are Dillon Brothers's main competitors?
Emerging players on record are RevZilla and MotoSport. Broad incumbents are SCHEELS and Cycle Gear. Direct peers are Bartels' Harley-Davidson, House of Harley-Davidson, Columbia Powersports, St. Paul Harley-Davidson, Buddy Stubbs Arizona Harley-Davidson and RideNow Powersports.
Does Dillon Brothers have an API?
No public API is recorded for Dillon Brothers.