Wisconsin Harley-Davidson

What Wisconsin Harley-Davidson does

Wisconsin Harley-Davidson is a privately held, authorized Harley-Davidson motorcycle dealership founded in 1994 and headquartered in Oconomowoc, Wisconsin. The company operates a single 36,000+ square foot retail facility at 1280 Blue Ribbon Drive, off I-94 on Highway 67 South, serving motorcycle enthusiasts across the Madison and Milwaukee metropolitan corridors. Its core business is the sale of new and pre-owned Harley-Davidson motorcycles across five categories — Cruiser, Grand American Touring, Sport, Adventure Touring, and Trike — complemented by genuine parts and accessories, MotorClothes merchandise, factory-trained service and repair, custom bike builds (including custom pinstriping by Brian Kite), trade-in appraisal, motorcycle storage, and Learn to Ride training programs. Current inventory lists both 2025 and 2026 model year units, with new motorcycle MSRPs ranging from approximately $10,299 to over $40,000 for CVO premium models.

The revenue model spans eight distinct streams: new and pre-owned motorcycle hardware sales as the anchor, parts and accessories retail, factory-trained service labor, financing origination fees through Eaglemark Savings Bank (Harley-Davidson's captive finance arm), trade-in transactions, custom build professional services, and recurring motorcycle storage subscriptions. Distribution combines a regional physical showroom with a Dealer Spike-powered e-commerce website, social media presence on Facebook and Instagram, scheduled test rides, events programming, and a community partnership with the Rock River H.O.G. Chapter. Pricing is per-unit with dealer-finance terms such as $231/month on a 2026 Street Bob at 84 months / 10.99% APR / $1,500 down; pre-owned inventory ranges from under $10,000 to mid-$40,000s.

The customer base is segmented across three personas — primary motorcycle enthusiasts/riders, secondary merchandise shoppers, and tertiary service customers — with no enterprise or B2B concentration. There is no publicly disclosed revenue, headcount data is limited to an 11–50 employee range, ownership is not disclosed, and there are no AI/ML capabilities, M&A activity, or external funding events on record. The dealership positions itself as the "fastest-growing Harley dealership in the area," and its competitive moat derives primarily from authorized-franchise distribution rights, factory-trained service capacity, and integration into the Harley-Davidson brand and H.O.G. community ecosystem rather than from proprietary technology.

Name

Wisconsin Harley-Davidson

Legal name

Wisconsin Harley-Davidson

Website

https://wishd.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Wisconsin Harley-Davidson is a private, authorized Harley-Davidson motorcycle dealership operating a single 36,000+ square foot showroom in Oconomowoc, Wisconsin, selling new and pre-owned Harley-Davidson motorcycles, parts, service, and branded merchandise to enthusiasts in the Madison and Milwaukee markets.

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

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro industry

PRIMARYCRAMANAA

Motorcycle Riding Gear & Apparel Retail

Consumer Products & Retail/Sporting Goods & Outdoor Retail/Motorsports & Powersports Gear Retail

Keywords

• Motorcycle dealership
• New motorcycle sales
• Pre-owned motorcycles
• Motorcycle service repair
• Harley-Davidson parts accessories

Headquarters

HQ city

Oconomowoc

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Inventory (Supply Chain), Personnel (factory-trained technicians, sales staff, finance), Operations (36, 000+ sq ft facility, utilities, storage), Marketing or Sales, Others

Revenue model

1. New Motorcycle Sales: Sales of new Harley-Davidson motorcycles including Cruiser, Touring, Sport, Adventure Touring, and Trike categories. They sell 2025 and 2026 models.
2. Pre-Owned Motorcycle Sales: Sales of certified pre-owned and used Harley-Davidson motorcycles with various mileage and model years.
3. Parts and Accessories: Genuine Harley-Davidson parts, accessories, and MotorClothes merchandise including clothing, riding gear, and home décor.
4. Service and Repair: Factory-trained technician services for maintenance and repair of Harley-Davidson motorcycles.
5. Financing: Financing options through Eaglemark Savings Bank for motorcycle purchases.
6. Trade-In Services: Motorcycle trade-in valuation and purchase services.
7. Customization Services: Custom bike builds and modifications including custom pinstriping and performance upgrades.
8. Storage Services: Motorcycle storage services for customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wisconsin Harley-Davidson is an authorized Harley-Davidson motorcycle dealership in Oconomowoc, Wisconsin, selling new and pre-owned Harley-Davidson motorcycles across Cruiser, Grand American Touring, Sport, Adventure Touring, and Trike categories. The dealership also provides genuine Harley-Davidson parts and MotorClothes merchandise, factory-trained service and repair, custom builds and pinstriping, motorcycle storage, financing through Eaglemark Savings Bank, trade-in appraisals, and Learn to Ride training programs.

Product overview

Wisconsin Harley-Davidson operates as a single-location motorcycle dealership in Oconomowoc, Wisconsin, offering a comprehensive portfolio centered on Harley-Davidson motorcycle sales and supporting services. The core offering consists of new and pre-owned motorcycle sales across multiple categories including Cruiser, Grand American Touring, Sport, Adventure Touring, and Trike. The dealership augments sales with a full suite of services: factory-trained repair and maintenance, genuine parts and accessories, custom bike work, motorcycle storage, and Learn to Ride training programs. Financing is available through Eaglemark Savings Bank, alongside trade-in appraisal, payment calculator tools, and motorcycle insurance products. The MotorClothes merchandise program offers branded apparel and accessories through a separate online shop. The dealership also hosts events and maintains partnerships with H-D Membership rewards, EagleRider rentals, and Rock River H.O.G. Chapter.

Differentiator

Problem solved

Functional benefit

Products and services

• New Motorcycle Sales

Quantifiable outcome

• Custom bike builds available including 1-of-1 custom Street Glide with full Ohlins suspension

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Rock River H.O.G. ChaptercoreGTM or Marketing PartnerLocal Harley Owner Group (H.O.G.) chapter affiliated with the dealership. Provides community events, rides, and engagement opportunities for Harley-Davidson enthusiasts. Website linked from dealership site.
• EagleRiderminorChannel Partner/ Reseller/ DistributorMotorcycle rental partner referenced on the website. Customers inquiring about rentals are directed to EagleRider for Oconomowoc rentals.
• Dealer SpikecoreTechnology or IntegrationWebsite platform and inventory management system provider. Powers the dealership's online presence, inventory listings, and digital sales tools.
• Brian KiteminorStrategic or Co-development PartnerCustom pinstriping artist providing specialized customization services on motorcycles sold at the dealership.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hal's Harley-Davidson: Authorized Harley-Davidson dealer in Appleton, WI operating a similar full-service dealership model (new/used sales, service, parts, financing) — a same-brand peer in Wisconsin competing for regional market share.
• House of Harley-Davidson: Another authorized Harley-Davidson dealership in the Milwaukee/Greenfield, WI area, directly competing for the same regional buyer pool across new units, pre-owned, parts, and service.

Others

• Cycle Trader: Leading online marketplace for new and used motorcycle listings. Not a direct seller but competes with dealership pre-owned inventory listings and increasingly disintermediates first-time buyers, putting pressure on used unit margins and lead flow.

Regional players

• EagleRider: National motorcycle rental and touring company that Wisconsin Harley-Davidson actively refers customers to. Adjacent business model — motorcycle access without ownership — competing for the experiential rider's wallet share in the Oconomowoc market.

Broad incumbents

• Indian Motorcycle (Polaris Inc.): Polaris-owned V-twin/cruiser brand that is the closest direct substitute to Harley-Davidson. Competes for the same touring, cruiser, and bagger buyer via an authorized dealer network that overlaps Wisconsin Harley-Davidson's target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Wisconsinharley
• Instagraminstagram.com/wisconsinharleydavidson
• Xx.com/WisconsinHD
• LinkedInlinkedin.com/company/wisconsin-harley-davidson

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Wisconsin Harley-Davidson