El Cajon Harley-Davidson

What El Cajon Harley-Davidson does

El Cajon Harley-Davidson is a single-location, full-service Harley-Davidson motorcycle dealership located at 621 El Cajon Blvd. in El Cajon, California, serving riders across El Cajon, La Mesa, Santee, Lakeside, and the broader San Diego County area. Founded in 1953, the dealership operates under a traditional direct-to-consumer retail model in which customers visit a physical showroom to browse inventory, take test rides, and complete purchases. The business is now owned by Del Amo Motorsports Group, described as the largest powersports dealership group in Southern California, which provides the underlying scale, inventory access, and operational backing.

The dealership's product portfolio spans the full Harley-Davidson lineup across five vehicle categories — Grand American Touring (Street Glide, Road Glide, CVO models), Cruiser (Street Bob, Low Rider S/ST, Breakout, Fat Boy, Heritage Classic), Trike (CVO Street Glide 3, Road Glide 3, Street Glide 3), Adventure Touring (Pan America 1250 variants), and Sport (Nightster, Sportster S). Supporting the vehicle sales operation, the dealership runs a service department, a parts department for genuine H-D accessories, a MotorClothes apparel department carrying brands such as Dixxon, Loser Machine, Simpson, and Bell Helmets, a financing desk, trade-in valuation, a test ride program, motorcycle training courses, a collision center, and Harley-Davidson Insurance products.

Revenue is generated through six streams: new and pre-owned motorcycle sales (advertised at no additional dealer markup), parts and accessories, service and repairs, MotorClothes apparel, financing fees, and trade-in transactions. Pricing is per-unit by model and condition, with featured 2025/2026 inventory ranging from roughly $13,499 for pre-owned units to $37,038 for a new 2024 Ultra Limited, plus promotional financing such as $99/month on the 2026 Nightster. Marketing is conducted through the dealership website, online inventory browsing, email registration, an event calendar, and community sponsorship requests. The dealership employs approximately 16 people and operates with published showroom hours Tuesday through Saturday.

Name

El Cajon Harley-Davidson

Legal name

El Cajon Harley-Davidson

Website

https://elcajonharley.com

Company type

Private

Founded year

1953

Operating status

Operating

Headcount range

11–50 employees

Short description

El Cajon Harley-Davidson is a single-location, full-service Harley-Davidson dealership in El Cajon, California, founded in 1953 and now part of Del Amo Motorsports Group. It sells new and pre-owned Harley-Davidson motorcycles and operates service, parts, apparel, financing, and trade-in businesses for San Diego County riders.

Ownership category

akta.pro rank

Headquarters

HQ city

El Cajon

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. Motorcycle Sales: New and pre-owned Harley-Davidson motorcycle sales including CVO, Softail, Touring, Sportster, and Trike models with no additional markup pricing.
2. Parts and Accessories: Genuine Harley-Davidson parts and accessories sales, including H-D accessories for customization.
3. Service and Repairs: Full-service department for motorcycle maintenance and repairs, serving customers who need their bikes serviced or customized.
4. MotorClothes Apparel: Rider gear and apparel department selling merchandise from brands including Dixxon, Loser Machine, Simpson, Bell Helmets and other riding apparel.
5. Financing Services: Finance department offering financing options for motorcycle purchases.
6. Trade-in Services: Outright purchase or trade-in of customer motorcycles.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

El Cajon Harley-Davidson is a full-service Harley-Davidson motorcycle dealership selling new and pre-owned motorcycles across Touring, Cruiser, Trike, Adventure Touring, and Sport categories. The dealership also operates a service department for maintenance and repairs, a parts department for genuine H-D accessories, a MotorClothes apparel department, and offers financing, trade-in valuation, test rides, rider training, collision repair, and Harley-Davidson insurance.

Product overview

El Cajon Harley-Davidson is a full-service motorcycle dealership offering a comprehensive portfolio of Harley-Davidson products and services. The core offerings include new and pre-owned Harley-Davidson motorcycles across five main vehicle categories: Grand American Touring (Street Glide®, Road Glide®, CVO models), Cruiser (Street Bob®, Low Rider® S, Breakout®, Fat Boy®, Heritage Classic), Trike (CVO Street Glide 3 Limited, Road Glide 3, Street Glide 3 Limited), Adventure Touring (Pan America®), and Sport (Nightster®, Sportster® S) models. Supporting the motorcycle sales, the dealership provides integrated services including a Service Department for maintenance and repairs, Parts Department for genuine H-D accessories, MotorClothes® department for rider apparel and gear from brands like Dixxon, Loser Machine, Simpson, and Bell Helmets, financing services, trade-in valuations, test ride scheduling, motorcycle training courses, collision center, and Harley-Davidson insurance products. The entire portfolio is united under the Harley-Davidson brand with no additional markup pricing.

Differentiator

Problem solved

Functional benefit

Products and services

• New Harley-Davidson Motorcycles New Harley-Davidson motorcycles across five categories: Grand American Touring (Street Glide, Road Glide, 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, Sportster S, Nightster Special). Sold with no additional dealer markup.
• Pre-Owned Harley-Davidson Motorcycles Pre-owned and certified pre-owned Harley-Davidson motorcycles including various years and models such as 2021 Low Rider S FXLRS at $13,499 and 2023 Street Bob 114 FXBBS at $13,999. Includes inventory under $10k segment.
• Service Department Full-service maintenance and repair department for Harley-Davidson motorcycles including routine servicing, repairs, and customization work. Includes a free tire install promotion.
• Parts Department
• MotorClothes Apparel Department
• Motorcycle Financing Services
• Trade-In Valuation
• Test Ride Program
• Motorcycle Training Courses
• Collision Center
• Harley-Davidson Insurance

Segments3 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.

• Del Amo Motorsports GroupcoreStrategic or Co-development PartnerEl Cajon Harley-Davidson is now part of Del Amo Motorsports Group, described as the biggest powersports dealership group in Southern California. This ownership provides the dealership with backing from a large regional powersports organization.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bartels' Harley-Davidson: Authorized Harley-Davidson dealership in Marina del Rey/Los Angeles area offering new and pre-owned H-D motorcycles, service, parts, and MotorClothes. Comparable in business model, product exclusivity, and full-service dealership operations.
• Huntington Beach Harley-Davidson: Franchised Harley-Davidson dealer in Orange County, CA selling the full H-D lineup plus service, parts, and apparel. Comparable as a Southern California single-brand H-D dealer with similar customer base and operations.
• House of Harley-Davidson: Long-established authorized Harley-Davidson dealership in Milwaukee, WI operating a similar full-service model with new/used motorcycles, service, parts, apparel, and rider training. Comparable as a single-brand H-D franchisee with comparable revenue mix.
• San Diego Harley-Davidson: Another authorized Harley-Davidson dealership operating in the broader San Diego market, offering the same new/used H-D lineup, service, parts, and apparel. Most directly comparable competitor to El Cajon Harley-Davidson given overlapping brand, product mix, and service area.
• Rawhide Harley-Davidson: Authorized Harley-Davidson dealership in Olathe, Kansas offering new and used motorcycles, service, parts, and apparel. Comparable full-service single-brand H-D franchise in a different geography.
• Laidlaw's Harley-Davidson: Authorized Harley-Davidson dealership in Southern California offering new and used H-D motorcycles, service, parts, and MotorClothes apparel. Directly comparable single-brand dealer in the same regional market.

Emerging players

• RevZilla / Cycle Gear: Major online and brick-and-mortar retailer of motorcycle parts, accessories, and apparel with private-label and multi-brand offerings. Comparable in the parts-and-apparel revenue stream that supplements El Cajon Harley-Davidson's MotorClothes and Parts departments.

Broad incumbents

• Indian Motorcycle (Polaris): Indian Motorcycle is Harley-Davidson's primary domestic cruiser/touring competitor and is distributed through its own franchised dealer network. Comparable as a competing single-brand motorcycle franchise system targeting the same cruiser/touring customer segments.
• RideNow Powersports: Large multi-brand powersports dealer group with locations across the U.S. selling motorcycles, ATVs, and personal watercraft from multiple OEMs. Comparable in scale and operational model, though broader brand portfolio than the H-D-exclusive El Cajon store.
• Del Amo Motorsports Group: Parent organization of El Cajon Harley-Davidson and described as the largest powersports dealership group in Southern California, operating multiple brand stores. Comparable as a broader powersports retail platform with overlapping inventory and service categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/el-cajon-harley-davidson

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 El Cajon Harley-Davidson