The motorcycle dealership operated by Heritage Automotive Group in Swindon has officially closed.
Heritage Automotive Group, recognized as the 50th largest in the Motor Trader Top 200 Dealer Groups with an annual revenue of £320.2 million, represents brands such as Audi, Honda, Volkswagen, Skoda, and Volkswagen Vans.
A report from The Sun indicates that the motorcycle business in Swindon became “unfeasible to continue” due to persistent financial difficulties.
Founded in 1995, the dealership featured eight motorcycle brands, including Ducati, Harley-Davidson, Honda, Suzuki, Triumph, and Yamaha.
A representative stated: “We want to inform you that Blade Motorcycles Swindon has now closed.
“This was not an easy decision; despite our unwavering passion for motorcycles and commitment to serving our customers, the ongoing financial difficulties of sustaining the Swindon location have rendered it unfeasible to continue.
“We realize this news may come as a surprise, and we sincerely appreciate your understanding.”
Additionally, Heritage has closed the Blade Oxford Harley-Davidson branch located in Abingdon, as mentioned in a report by Visordown. The group still represents Ducati, Harley Davidson, Honda, Live Wire, and Triumph, maintaining dealerships in Oxford, Cheltenham, Abingdon, and Stratford.
Fans express concerns that HARLEY-DAVIDSON may face extinction unless it adapts, following the CEO’s stark warning and the shutdown of several dealerships.
Among the various suggestions from supporters of the brand are the introduction of electric bikes and more compact models to help sustain its presence in the market.
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Harley-Davidson faces a decline as sales drop and dealerships close worldwide Credit: Getty
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Once the king of the road, Harley-Davidson struggles to attract a new generation of riders Credit: Getty
Following CEO Jochen Zeitz’s recent disclosure that sales have been “significantly” affected, many fans took to social media to voice their worries.
A financial report indicated that since 2023, the company has faced a revenue loss of nearly £250m, a situation Jochen attributed to challenges across the industry.
In his statement, he remarked: “The industry has faced numerous challenges over the last couple of years, impacting all levels, but we believe we are well-positioned to capitalize on any rise in consumption.”
However, fans were quick to criticize the company for lagging behind current trends.
Read more on Harley-Davidson
One commenter suggested, “Marketing bikes at reasonable prices would be a good starting point.”
Another stated, “Harley must adapt or it will perish.”
A third wrote, “The many dealership closures in the past two years have negatively impacted consumer confidence in the brand. I ride a 114 fat bob, and while I’ve owned Harleys for years, my next bike will likely be a vintage model.”
One fan attributed the company’s issues to its marketing strategy, commenting that it seemed to be “targeting the converted.” The emotive ads have been described as “cringeworthy” by some.
Harley-Davidson dealership shutting after just 5 years for very different use – customers know what to blame for closure
“Consumers have moved on,” lamented one fan, suggesting that the brand would benefit from abandoning its “emotion-driven” marketing altogether.
Another proposed introducing an electric bike as a remedy for the company’s financial struggles, saying, “If it were priced affordably, it could really make a difference.”
One enthusiast even proposed launching a Harley-Davidson apparel line that could be sold through supermarkets.
What has contributed to Harley-Davidson’s decline?
The decline of Harley-Davidson in recent years is attributed to an older customer demographic, elevated prices, and evolving consumer preferences.
Once a titan in the motorcycle sector, the brand now struggles to draw younger riders who prefer lighter, more economical, and versatile bikes as opposed to Harley’s heavy cruisers.
The company’s dependence on premium pricing has rendered its motorcycles unaffordable for many, while rivals, particularly from Japan and Europe, provide cheaper and more innovative options.
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Fans urge Harley to evolve, with calls for more affordable models and electric bikes Credit: Getty
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High prices, dealership closures, and changing consumer trends put Harley-Davidson’s future at risk Credit: Getty
The decline has escalated due to the closure of multiple dealerships, which has undermined consumer confidence, alongside unsuccessful attempts to penetrate international markets plagued by fierce rivalry and a lack of region-specific models.
Even with modernization efforts like the electric LiveWire, Harley has been sluggish when it comes to innovation, and its high price points have left new technology out of reach for many buyers.
Additional factors such as economic difficulties, supply chain issues, and a heavy reliance on nostalgic branding have further complicated the situation.
To survive, Harley-Davidson must adapt—by reducing prices, broadening its electric range, and rethinking its marketing strategy to engage new demographics.
Otherwise, the iconic brand may face the risk of fading into obscurity.
Harley-Davidson dealership closures in 2024
There are over 650 Harley-Davidson dealerships across America.
However, numerous stores closed during 2024 for various reasons, some of which were not disclosed.
Below is a list of a few Harley-Davidson locations that shut down last year and the reasons for their closures:
Reiman’s Harley-Davidson dealership in Kewanee, Illinois, closed its doors in October after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.
Windy City Motorcycle Company which opened a two-story dealership in Parkway Bank Park in Rosemont, Illinois, in 2019, announced last November that it was closing due to a significant drop in sales.
Additionally, a Harley-Davidson dealership in West Bend, Wisconsin, temporarily shut its doors for the season from November 2 until April 1, 2025.
A MASSIVE Harley-Davidson dealership has reopened after abruptly closing its doors for several weeks, with customers’ bikes still inside.
The expansive 30,000-square-foot establishment features over 100 Harley-Davidson motorcycles and more than $3.5 million in inventory.
New owners have taken charge of a previously closed Harley-Davidson dealershipGetty An announcement on the dealership’s Facebook page detailed operational continuity after the abrupt closureFacebook/San Jose Harley-Davidson The dealership features over 100 motorcycles valued in the millionsGetty
The dealership, one of the largest Harley-Davidson locations in Northern California, ceased operations on December 21, 2024.
“To the Harley-Davidson community that San Jose H-D has served, we thank you for your years of support and shared enthusiasm,” the dealer stated on their Facebook page on the closure day.
It was announced that new ownership would take effect on January 14.
After a few delays, the store officially reopened on January 21, with the prior owner’s endorsement.
The new owners, Mike Genthner and Jess Bettencourt, have been part of the Harley-Davidson family since 1997.
They already operate Oakland Harley-Davidson in Oakland, California, also located in the San Francisco Bay Area.
Upon taking over, Genthner and Bettencourt pledged to reach out to customers whose bikes were in the store during the December closure.
They also committed to fulfilling pending special orders, work order deposits, and honoring gift cards.
Both Genthner and Bettencourt, native Californians, have been involved in their family businesses from a young age.
The two acquaintances met in high school, united by their passion for motorcycles and the Harley-Davidson brand.
Genthner and Bettencourt manage daily operations at Oakland Harley-Davidson and actively engage with both staff and customers.
San Jose Harley-Davidson patrons have expressed positive sentiments about the ownership transition on the store’s Facebook page.
“The new owner I spoke with is very customer-oriented,” noted one fan.
“He took my bike from SJ service to Oakland, and they’re almost done after a week.”
“Thank you for continuing to honor the gift cards and maintaining the business,” another commented.
Laidlaw’s Harley-Davidson, situated near Los Angeles, has recently introduced a Pan America 1250 Special concept bike featuring flashing red and blue lights, multiple saddlebags, and sirens.
This model also features enhanced ground clearance and improved suspension for various terrains.
Reiman’s Harley-Davidson dealership in Kewanee, Illinois, ceased operations in October after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.
A LARGE Harley-Davidson dealership has reopened after unexpectedly shutting its doors for weeks, leaving customers’ bikes inside.
The expansive 30,000-square-foot location features over 100 Harley-Davidson motorcycles and boasts more than $3.5 million in inventory.
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New ownership has taken over a previously closed Harley-Davidson dealership Credit: Getty
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A message posted on the dealership’s Facebook page detailing ongoing operations following the sudden closure Credit: Facebook/San Jose Harley-Davidson
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The dealership features over 100 motorcycles valued at millions Credit: Getty
The San Jose Harley-Davidson dealership is situated in San Jose, California, within the San Francisco Bay Area.
This dealership is among the largest Harley-Davidson locations in Northern California and temporarily closed on December 21, 2024.
“To the Harley-Davidson community that San Jose H-D serves, we extend our gratitude for your support and passion throughout the years,” the dealership announced in a Facebook statement on the day it closed.
New ownership was set to take over on January 14.
Following a few delays, the store officially reopened on January 21 with the consent of the previous owners.
Mike Genthner and Jess Bettencourt, the new owners, have been affiliated with the Harley-Davidson brand since 1997.
They also own Oakland Harley-Davidson, located in Oakland, California, which is within the same region.
After taking control, Genthner and Bettencourt stated they would reach out to customers whose bikes were left in the store during the December closure.
Additionally, they committed to fulfilling existing special orders and work order deposits, as well as honoring gift cards.
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The new owners, both natives of California, have been involved with their family businesses from a young age.
The two met in high school, forming a bond over their mutual love for motorcycles and the Harley-Davidson brand.
Genthner and Bettencourt both manage daily operations at Oakland Harley-Davidson and engage closely with both staff and customers.
Customers from San Jose Harley-Davidson expressed their approval of the new ownership on the dealership’s Facebook page.
“The new owner I spoke with is very customer-focused,” one supporter remarked.
“He took my bike from SJ service up to Oakland, and they’re nearly finished after just a week.”
“Thank you for honoring the gift cards and for continuing the business,” another customer commented.
Moreover, the motorcycle manufacturer has released a new special model – although it’s not available to the public.
This is part of a series of bikes created specifically for police use.
Laidlaw’s Harley-Davidson, located near Los Angeles, recently unveiled a Pan America 1250 Special concept motorcycle featuring flashing red and blue lights, multiple saddlebags, and sirens.
It also included higher ground clearance and enhanced suspension suitable for various terrains.
Reiman’s Harley-Davidson dealership in Kewanee, Illinois, shut its doors in October after the owners sold the business to Walter Brothers Harley-Davidson in Peoria, Illinois.
A cherished Harley-Davidson dealership is set to change hands after 75 years with the same family.
Patrons have only a few days remaining to visit the Historic Harley-Davidson of Topeka Kansas, before the transition occurs.
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A Harley-Davidson dealership in Topeka, Kansas, is changing ownership for the first time in decades (stock image) Credit: Getty
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Historic Harley-Davidson will be under the ownership of Steven Towers starting January 14 Credit: WIBW
Steven Towers, who operates Harley-Davidson dealerships in North Carolina and Nebraska, will take over the operation on January 14.
The current owner, Mike Patterson, shared the news via a post on Facebook.
“This year, my family joyfully celebrated 75 amazing years serving Harley-Davidson enthusiasts across Northeast Kansas,” Patterson announced.
He mentioned that the business is celebrating this milestone while preparing for a new chapter after many years filled with hard work and family memories.
He added that the store has been part of his family’s legacy for four generations, starting with his grandfather opening it in 1949.
He expressed gratitude to customers for their loyalty and passion, stating they have become an “extension of our family.”
“It’s a tough decision to part ways with something that has been integral to my life and my family’s story, but I trust Steven Towers as the next keeper of Historic Harley-Davidson,” Patterson remarked.
“Steven possesses the same dedication to Harley-Davidson and the motorcycle community that has driven us for 75 years.”
Patterson confirmed that the current staff would retain their positions at the dealership and invited customers to stay tuned for future updates.
New Harley-Davidson models are expected to debut in 2026 – and they differ from traditional motorcycles
“To all our loyal customers and friends, my heartfelt thanks! Thank you for riding with us and placing your trust in us over the years,” Patterson expressed.
“Your support has made every moment of this journey worthwhile. I cannot fully convey how much your encouragement has meant to my family and me.”
Many bikers expressed their support for Patterson in the comment section of his post.
“It’s refreshing in today’s world to see an owner express such love, kindness, and thoughtfulness toward his employees and his Community,” one customer commented.
Motorcycle Equipment Tips
BEFORE mounting a motorcycle and heading out, riders need to be aware of the essential gear required for safety.
Riders are advised to protect themselves as much as possible before hitting the highway adjacent to other vehicles.
This means that every motorist should definitely have a top-quality motorcycle helmet that fits well.
It’s also essential to cover as much skin as possible, so wearing pants and a riding jacket is crucial.
Safety-conscious riders may go further by always keeping riding gloves handy and wearing boots while on the road.
Cycle World states, “When justifying spending on gear, ask yourself: What is that body part worth? Then spend accordingly.”
“It’s always bittersweet to bid farewell
but I hope, as you said, the new owner will embody your same caring attitude.”
“Thank you for countless memories,” another commenter added.
A former employee remarked, “It was an honor and a privilege to work under you, Mike! Wishing you and your family all the best as you embark on this new chapter for History Harley Davidson.”
“Many thanks to the Patterson family. I still have my first leather jacket bought from the shop on 6th Street,” another nostalgic customer shared.
Another patron was visibly emotional about the news.
“I’m in tears as I reflect on all the wonderful moments we shared at your dealership,” wrote one shopper.
“Thank you for the beautiful memories and may God bless you and your family in your future endeavors.”
The crockpots were steaming at the Faribault Harley Davidson dealership during Soup Saturday on December 28.
Inside the expansive Harley store, a table was set up with slow cookers filled with cheddar broccoli and chicken wild rice soup. This warm meal was offered free to customers, providing a cozy respite on a chilly winter day.
Soup service started at 11 a.m. and continued until the last drop was served.
This marked the second Soup Saturday of the season at Faribault Harley Davidson, with the first taking place on December 14. Due to inclement weather, the initial turnout was less than expected, but this event saw a much stronger attendance with temperatures climbing into the 40s outside.
The initiative was part of an endeavor by Faribault Harley Davidson’s Event Coordinator Miranda Gruenhagen to host events each Saturday in December, aiming to boost business and foster community spirit during the holiday season.
In addition to soup, customers also had the option for complimentary gift wrapping for their purchases.
Ann Hofmeister, owner of Faribault Harley Davidson, embraced the Soup Saturday concept as an opportunity to attract visitors during the colder months.
“It just feels warm and inviting,” Hofmeister remarked. “It’s a way to entice folks to stop by and shop with us. With Christmas shopping season winding down, this might be a good way to draw people in.”
The dealership has been in the Hofmeister family for 48 years, tracing back to Ann Hofmeister’s father, Bob Hofmeister, who acquired the business in 1977 before handing it over to Ann.
“He was passionate about motorcycles and riding Harley Davidson, so what better way to honor that legacy than by serving the community?” Hofmeister shared.
Hofmeister herself is an avid motorcyclist who enjoys being part of the motorcycle community.
“I love touring across the country, going on day trips and weekend rides. I cherish the camaraderie, friendships, beautiful scenery, fresh air, and the thrill of riding,” Hofmeister expressed. “The people are wonderful, and there’s definitely a sense of community among riders.”
For Hofmeister, the Harley Davidson brand holds significant meaning.
“Harley has been manufacturing motorcycles since 1903, so the history is rich,” she noted. “There’s an emotional connection to these bikes. They’re not just machines; they resonate deeply within your soul.”
Rock Branderhorst, a regular customer at Faribault Harley Davidson, attended both Soup Saturdays at the dealership. He appreciates the welcoming atmosphere created by the staff and fellow patrons.
“Everyone has treated me well, from the mechanics to the sales team,” Branderhorst remarked. “I have no complaints.”
Like Hofmeister, Branderhorst’s passion for Harley Davidson has been passed down through his family.
“My parents rode Harleys,” Branderhorst shared. “I guess it’s in my blood.”
His interest in Harley Davidson sparked from the brand’s customization opportunities.
“I had owned other bikes, like a Norton, but I was really drawn to customizing,” Branderhorst recalled. “Back in the late 60s and early 70s, Harley was undoubtedly the best choice for customization, and that’s exactly what I did. I fully customized my bike.”
The next event at Faribault Harley Davidson will be the 14th annual Casino Night on Saturday, January 18. There will be various games to enjoy, including Black Jack, Texas Hold ‘em, Beat the House, 3-Card Poker, Red Dog, Pokerlette, and Plinko, along with live music, food, and drinks.
The longest-standing family-operated Harley-Davidson dealership in the United States has been sold after more than 70 years of successful operation.
The devoted owners, passionate about Harley, have passed on their legacy to a dealership group as they prepare for retirement.
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A Harley-Davidson dealership in Rock Hill, South Carolina, has been sold after 70 years of success Credit: Google Maps
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The store was the longest-running family-owned shop in the US Credit: Getty
The Cox family has been at the helm of the Rock Hill shop in South Carolina, a suburb of Charlotte, North Carolina, since 1961.
However, motorbike enthusiast Carson Baker, a prominent figure in the automotive sector, finalized the purchase this past week.
Now, Jan Cox, one of the co-owners, looks forward to retirement and hopes that Baker will achieve the same level of success her family had.
“We had a remarkable journey serving riders from York County, Charlotte, Greenville, Myrtle Beach, and beyond,” Cox shared with PowerSports Business.
“We genuinely hope that the new owner receives the same warm welcome as we did while continuing this service.”
Cox expressed heartfelt gratitude to their customers and is eager to keep tabs on the family’s additional store in Asheboro, North Carolina.
“The loyalty and commitment you have shown us are deeply appreciated,” she noted.
“We are excited about what lies ahead for our Asheboro location.”
Recil Cox, the founder of the family enterprise, initially juggled his day job at a textile mill to keep the business afloat.
Once the Harley dealership began to turn a profit, Recil was able to devote himself to his passion project full-time.
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“Finding three generations of family business ownership is rare these days,” remarked Stephen Cox, who manages the family’s second location in Asheboro.
“The unparalleled customer loyalty and a dedicated team that upholds both the Cox name and Harley-Davidson’s legacy are truly special.”
Baker has since rebranded the store as Dog House Harley-Davidson of Rock Hill and included it in his expanding dealership collection.
The new owner emphasized his passion for automotive sales and his drive to keep growing.
“We’re actively seeking more locations and are working on new deals,” he informed PowerSports Business in January.
“I live and breathe this industry. I work seven days a week, and I’m passionate about it.
“I’m incredibly proud of our team.”
Harley-Davidson closures in 2024
There are over 650 Harley-Davidson dealerships nationwide.
However, several stores have shut down for various reasons in 2024, often with little to no explanation.
Below is a list of some Harley-Davidson locations that have closed this year and the reasons, if any, cited for their closures:
Reiman’s Harley-Davidson dealership in Kewanee, Illinois, ceased operations in October after the owners sold the business to the Walter Brothers Harley Davidson dealership in Peoria, Illinois.
The motorcycle dealership operated by Heritage Automotive Group in Swindon has officially closed.
