Black Bear Harley-Davidson

Dealer Website:
430 Lithia Rd., Wytheville, VA
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Charlie Cole, William Paul Cole Jr.
General Manager: 
Jamie Saunders
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson, HCI Helmets, Daytona Helmets, Fulmer Helmets
Harley-Davidson, Buff, Seven Eye, Schampa, Wiley-X
Parts and Tools: 
Harley-Davidson, Vance & Hines, Rush Racing Products, K&N Air Filters, Kuryakyn, Thunderheader Exhaust
Custom Chrome
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
29,346 sq. ft.
9,000 sq. ft.
PG&A Departments: 
9,114 sq. ft.
Service Dept: 
11,232 sq. ft.
Total Acreage: 

Mission Statement

Black Bear Harley-Davidson prides itself on offering a quality product and top-notch customer service. Customer service is our most valuable product. To increase the value of this product and secure a position of leadership for the dealership, we will implement and support honesty and integrity in our business practices. We will make these practices a fundamental part of our day-to-day operations.

Showroom Design and Layout

Black Bear Harley-Davidson is located in an old mom-and-pop restaurant. Our MotorClothes, parts, and accessories departments now occupy what was the restaurant. There is a giant stone fireplace in our MotorClothes department that customers love in the cooler winter months. After a period of growth several years ago, we remodeled and added on to the store so each department could utilize more room. The motorcycle showroom, parts, accessories, and MotorClothes departments all feature beige and black colored Stonecarpet. The motorcycle showroom features 25-ft. ceilings with exposed wooden trusses and support beams. Our parts department has plenty of room to display parts on wall racks and rolling racks and even has its own Fit Shop to custom tailor the fit of the motorcycle to the rider.

Service Department

Our service department features an indoor drive-in service lane area for our customers' convenience. Our service writer has plenty of room to do a thorough walkaround and examine the bike for any wear and tear issues that need to be addressed. Beyond the write-up area is the technician work area. We have four technicians with nine motorcycle lifts and one trike lift. Just off the service department is our break room, complete with service manuals for our technicians to refer to. We also have a walk-in wash bay which is located beside the technician work area. After technicians service or repair a bike, they then drop it off at the wash bay for cleaning and detailing. Toward the back of the service department we have our special tools cabinet stocked with all the tools needed to perform services and make repairs. The whole service department is grey and orange Harley-Davidson-themed, complete with orange work benches, tear down racks, and work mats.

Training and Employee Motivation Practices

In addition to extensive training with new employees, utilizing Harley-Davidson tools, Harley-Davidson University, Chip Thomas Sales Seminars, Monday Morning Sales Audios from Harley-Davidson, and RPM training tools, we have monthly departmental meetings and in-house training opportunities to improve performance in all areas. Department managers receive incentives based on their department's performance each month. Weekly and daily goals are established to help focus on and meet overall goals.

Commitment to Customer Service

In today's market, everyone sells the same products and services. The one thing that sets Black Bear Harley-Davidson apart is our customer service. Our No. 1 priority is people. Without a loyal customer base, we cannot survive. We strive to know all of our customers on a first-name basis and them know us the same way, making them part of our growing family. Our employees understand the value of great customer service and apply those fundamentals every day. Going over and beyond our customers' expectations is how we routinely provide great customer service.

Involvement in the Community

Our service writer is a volunteer firefighter, and we do lots of things for the community through him. We sponsor numerous charity events and rides such as: Wythe County Community Hospital Poker Run, Wytheville Police Department charity event, Run for the Wall, Walmart & Children's Miracle Network Poker Run, and Rural Retreat Fire Department Poker Run. We have also raised money for a local organization called "The Community Food Kitchen," which prepares meals twice a week to help feed people in need.