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Motorcycle enthusiasts are expressing their sadness over the closing of a cherished Harley-Davidson dealership that has been in operation for four decades.

The well-known shop revealed that it will be transferring ownership to a new management team, which has left its loyal customers heartbroken.

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Red River in Wichita Falls, Texas, gained a loyal following in the motorcycle community by providing Harley-Davidson motorcycles, which are proudly made in America.

According to data from Scrape Hero, there are more than 630 Harley-Davidson dealerships across the United States, including 41 in Texas.

However, the rate of dealership closures has accelerated alarmingly, with the company reporting a staggering 53% decline in motorcycle sales for 2023, as noted by News Atlas.

The company issued a heartfelt statement on Facebook, expressing gratitude to its loyal customers and recognizing the efforts of the original owners, Jim and Vickie Gilmore.

“When you love what you do, it shows. We don’t have the words to convey how much we have enjoyed sharing our love for Harley-Davidson with all of you over the last 40 years, which is such an understatement,” the post read.

The family-owned establishment first opened in 1985 when Jim and Vickie, the “two young lovebirds,” realized their dream of running a motorcycle shop.

The Gilmore children, Jason and Bobbie, followed their parents’ footsteps, learning “the ways of Harley from the best.”

“The dedication and passion the family shared with each other and with you, combined with an immense amount of hard work, allowed Red River H-D to grow into an award-winning dealership known for its honesty, integrity, and unyielding passion for Harley riding,” continued the statement.

“Jim, Vickie, Jason, Bobbie, Ace & Hank the Shop Dogs want to extend a personal thank you from our family to yours for your support throughout these 40 years!”

The post concluded with the sorrowful news that the store is “unable to continue another year.”

“2025 marks our 40th anniversary, but it is bittersweet for RRHD as we’ve had to sell our dealership.”

“Jim, Jason, Bobbie, and Alyssa will remain in the Service Department under the new ownership. Copperhead H-D will officially open for business at this location on Tuesday.”

A photo of the family in front of the Red River dealership was attached to the post.

The post drew over 300 reactions from Facebook users and numerous comments from devoted customers.

“RRHD has undeniably been the finest vehicle dealership of any kind I’ve ever worked with. The entire staff was consistently exceptional,” commented one user.

“I always valued that I was never pressured to ‘up-sell’. I will certainly miss the Gilmores, but I hope the new owners retain the staff we’ve come to cherish.”

Another supporter thanked the Gilmores for their years of hard work and their positive influence on North Texas.

“To the Gilmore Family: thank you so much for everything you’ve done for the Harley-Davidson family in North Texas,” wrote a commenter.

“Your reputation for fairness and meticulous attention to detail is known throughout the State of Texas. Thank you for 40 years of dedication and service to the brand. Godspeed!!”

Just a few days after the Facebook post on March 22, Red River Harley-Davidson’s logo was changed to that of Copperhead Harley-Davidson.

The new ownership announced the change in a post on March 24, stating: “BIG NEWS: Red River Harley-Davidson is now Copperhead Harley-Davidson Wichita Falls!”

“We are thrilled to introduce Willy and Donna Sullivan as the new owners of Copperhead Harley-Davidson Wichita Falls.”

The newly rebranded shop is now open for business in Wichita Falls, Texas.