Brandt's Harley-Davidson

What Brandt's Harley-Davidson does

Brandt's Harley-Davidson is a family-owned, single-location authorized Harley-Davidson dealership founded in 1949 by Waldo Brandt and headquartered in Wabash, Indiana. The dealership sells new Harley-Davidson motorcycles across five product categories — Touring, Cruiser, Trike, Adventure Touring, and Sport — alongside pre-owned motorcycles, OEM parts and accessories, and certified service. Ancillary customer-facing offerings include trade-in valuation, test rides, insurance, and an H-O Membership loyalty program, with financing arranged through Eaglemark Savings Bank (Harley-Davidson Financial Services). The target customer base is individual Harley-Davidson riders and enthusiasts in the Wabash/northeast-Indiana trade area.

The business operates a hybrid physical-and-digital retail model. The Wabash showroom is supplemented by an online digital showroom with e-commerce browsing of the full 2026 model-year lineup and a Brandt's Mobile app that supports service scheduling, parts browsing, and customer engagement. A Yearly Events program (April–October 2026) drives community engagement and showroom traffic. Revenue mechanics combine unit-sale gross profit (new and pre-owned), service and parts department income, finance and insurance (F&I) commissions on financing arranged through Eaglemark, and ancillary fee income from trade-ins and insurance products — the standard income stack for an authorized powersports dealer.

Strategically, the dealership's positioning is continuity rather than expansion: 75+ years of continuous operation under the Brandt family name, authorized OEM status, and a regional brand legacy in northeast Indiana constitute the primary defensible assets. The technology stack is conventional dealer retail — mobile app, digital showroom, standard F&I workflows — with no proprietary AI, no multi-location footprint, and no disclosed M&A, capital raise, or franchise expansion. The business is best understood as a mature, single-point, family-operated retail franchise whose performance is tightly coupled to local demographics, H-D demand cycles, and OEM-level product cadence.

Name

Brandt's Harley-Davidson

Legal name

Brandt's Harley-Davidson

Website

https://brandtsharley.com

Company type

Private

Founded year

1949

Operating status

Operating

Headcount range

1–10 employees

Short description

Brandt's Harley-Davidson is a family-owned, single-location authorized Harley-Davidson dealership in Wabash, Indiana, founded in 1949, selling new and pre-owned motorcycles, certified service, parts, financing, and insurance to individual riders and enthusiasts in northeast Indiana.

Ownership category

akta.pro rank

Headquarters

HQ city

Wabash

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. New Motorcycle Sales: Sale of new Harley-Davidson motorcycles including Grand American Touring, Cruiser, Trike, Adventure Touring, and Sport models.
2. Pre-Owned Motorcycle Sales: Sale of certified pre-owned Harley-Davidson motorcycles with varying years and models.
3. Service Department: Certified technician services for repair and maintenance of Harley-Davidson motorcycles.
4. Parts Department: Sale of Genuine Harley-Davidson parts and accessories.
5. Finance Department: Financing services for motorcycle purchases through Eaglemark Savings Bank.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Brandt's Harley-Davidson is a full-service authorized Harley-Davidson motorcycle dealership selling new and pre-owned Harley-Davidson motorcycles across Grand American Touring, Cruiser, Trike, Adventure Touring, and Sport categories. The dealership also operates a certified service department, parts department, and finance department, offering financing through Eaglemark Savings Bank, trade-in valuations, free test rides, H-D Insurance, and H-D Membership services. Established in 1949 by Waldo Brandt, the dealership operates from a single retail location in Wabash, Indiana.

Product overview

Brandt's Harley-Davidson is a Harley-Davidson motorcycle dealership offering a comprehensive portfolio of products and services. The core product offering consists of Harley-Davidson motorcycles across five main categories: Grand American Touring (Street Glide, Road Glide, and their CVO/Limited variants), Cruiser (Street Bob, Low Rider S/ST, Breakout, Fat Boy, Heritage Classic, Super Glide, Deadwood), 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). Supporting services include certified motorcycle service and repair, genuine parts sales, financing through Eaglemark Savings Bank, trade-in valuation, free test rides, H-D Insurance, H-D Membership loyalty program, and the Icons Collection of certified pre-owned motorcycles. The dealership operates as a full-service Harley-Davidson retailer established in 1949.

Differentiator

Problem solved

Functional benefit

Products and services

• Grand American Touring Motorcycles High-displacement touring motorcycles designed for long-distance riding, featuring large fuel capacity, storage, comfort-oriented ergonomics, and premium infotainment systems including the Skyline OS display.
• Cruiser Motorcycles Mid to high-displacement cruiser motorcycles combining classic Harley-Davidson styling with modern performance, featuring Milwaukee-Eight motors and comfortable riding positions.
• Trike Motorcycles Three-wheeled motorcycles providing enhanced stability and passenger comfort, including trike variants of popular touring models with redesigned suspension systems.
• Adventure Touring Motorcycles Multi-purpose motorcycles designed for on-road and off-road adventure riding, featuring the Revolution Max motor, Adaptive Ride Height, and standard tubeless wheels.
• Sport Motorcycles
• Motorcycle Service Department Certified technicians providing repair and maintenance services for Harley-Davidson motorcycles using genuine H-D parts.
• Parts Department Genuine Harley-Davidson parts and accessories available for purchase, including P&A credits for first responders and military personnel.
• Finance Department Motorcycle financing through Eaglemark Savings Bank (ESB) with various term options and promotional offers including military and first responder incentives.
• H-D Insurance Harley-Davidson insurance products and coverage options for motorcycle owners.
• H-D Membership Loyalty program offering benefits and exclusive offers for Harley-Davidson customers.
• Icons Collection

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

One partnership is on record.

• Harley-Davidson Motor CompanycoreChannel Partner/ Reseller/ DistributorBrandt's Harley-Davidson is an authorized Harley-Davidson dealership, reselling new Harley-Davidson motorcycles and Genuine H-D parts and accessories. They participate in Harley-Davidson national promotions and offers, and their financing options are provided through Harley-Davidson Financial Services powered by Eaglemark Savings Bank.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Heritage Harley-Davidson: Authorized Harley-Davidson dealership with full sales, service, parts, and financing operations. Directly comparable authorized single-brand H-D dealer with similar revenue stream mix.
• Bartels' Harley-Davidson: Family-owned authorized Harley-Davidson dealership in Marina Del Rey, California, with multi-decade operating history. Operates new/pre-owned sales, service, parts, financing, and events — closely analogous family-run legacy dealer model.
• House of Harley-Davidson: Long-established authorized Harley-Davidson dealership in Greenfield, Wisconsin, offering the full lineup of new and pre-owned Harley-Davidson motorcycles, parts, service, and H-D Financial Services financing — directly comparable multi-departmental model to Brandt's.
• St. Paul Harley-Davidson: Authorized Harley-Davidson dealership in the Upper Midwest offering new and pre-owned sales, certified service, parts, and financing. Comparable authorized H-D dealer in a regional market.
• Huntington Beach Harley-Davidson: Large authorized Harley-Davidson dealership in Southern California with full new/pre-owned sales, service, parts, finance, insurance, and apparel. Comparable full-service authorized H-D dealer with extensive inventory breadth.
• Peterson's Harley-Davidson: Authorized Harley-Davidson dealership offering new and pre-owned motorcycles, certified service, parts, and H-D Financial Services. Comparable authorized dealer with full-service motorcycle retail model.

Broad incumbents

• RideNow Powersports: Large multi-brand powersports dealer group operating across multiple U.S. states, selling motorcycles, ATVs, UTVs, and watercraft from multiple OEMs. Represents the multi-line dealer format that contrasts with Brandt's single-brand focus.
• MotorCycle Holdings: Public multi-brand powersports dealer group operating Harley-Davidson, Indian, Honda, Yamaha, and other franchises across the U.S. Serves as a benchmark for the consolidating multi-line dealership model.

Emerging players

• Zero Motorcycles: Manufacturer of premium electric motorcycles positioned as an alternative to traditional ICE cruisers and sport bikes. Represents the EV shift that poses long-term substitution risk to ICE-heavy dealer inventory.
• LiveWire (Harley-Davidson): Harley-Davidson's electric motorcycle spinoff brand with its own dedicated dealer model. Relevant as a strategic signal of H-D's EV direction and potential future channel conflict for traditional H-D dealers like Brandt's.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/brandts-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 Brandt's Harley-Davidson