Black Wolf Harley-Davidson

1061 Old Abingdon Hwy, Suite 1, Bristol, VA
View on Google Maps:Google Maps
Type of Retail Business:
Used Vehicle Dealer
Charlie Cole and John Ward
General Manager: 
John Ward
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Years in Business: 
Gear, Apparel and Helmets: 
Fulmer, Torc, Daytona Helmets, Affliction, Sinful, Buff, Mod, 7 Eye
Kuryakyn, Vance & Hines, Custom Dynamics, RC Components, Rinehart, FuelMoto, Amsoil
Parts and Tools: 
Handy Lifts, Harley-Davidson
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
32,886 sq. ft.
20,556 sq. ft.
PG&A Departments: 
2,000 sq. ft.
Service Dept: 
10,329 sq. ft.
Total Acreage: 

Mission Statement

Service is our most valuable product. To increase the value of our products and secure a position of leadership for the dealership, we will implement and support superior customer service standards. We will make those standards a fundamental part of every employee's activities, every business day.

Employees are told daily that they work for the customers, not management. When contacting our dealership during normal business hours, you will be greeted by a person, not a recording to direct your call.   We feel that we are selling a lifestyle, not a product.  We end most of our advertisements with "Black Wolf Harley-Davidson, we are the ultimate experience," because that's what we feel we offer. In order to set the tone, our customers are greeted the second they grace our business and they are thanked on their way out.   

Showroom Design and Layout

Our spacious showroom is divided into areas highlighting new motorcycles, pre-owned motorcycles, parts & accessories and MotorClothes prominently featured at the front of the store. We have new and pre-owned bikes taking up most of the more than 20,000 sq. ft. showroom as you enter the dealership. General merchandise is to the left, displayed on H-D approved floor and wall fixtures while P&A is to the right.  Both departments share about the same amount of floor and wall space.  P&A includes the Harley-Davidson Fit Shop, which allows customers to try different seats and handlebars to custom fit their bike.  We also have the Jumpstart, which allows inexperienced riders the ability to ride a motorcycle without worrying about it falling over or taking off.  There are numerous areas for customers to sit including high top Harley-Davidson bar tables with matching stools and picnic tables just outside the showroom under our covered porches. Our customer lounge is structured to make our customers feel at home while they rest from a long ride or wait on their motorcycle in our state-of-the-art service department. They have the comfort of three large black leather couches, 40-inch LCD flat screen television and endless hot brewed coffee and popcorn. Our customer lounge also includes clean restrooms and a painted wall map identifying the best riding routes in the area. We also have two big spacious leather chairs beside a table in the middle of the showroom so customers can relax in the midst of Harley Heaven. We also offer free Wi-Fi to our customers. Basically, we want our customers to feel at home and feel comfortable just hanging out with us.

Service Department

Our Service area which is to the right of our main showroom and just over 10,000 sq. ft. includes 19 lifts for two-wheeled motorcycles and one lift designed specifically for trikes. We have a huge investment in “special tools” that are specific to Harley-Davidson service and maintenance. Our service write-up area is staffed by two service writers and is easy to access for our customers. Our service techs have over 30 years combined experience with two service technicians having achieved the highest level of training available through Harley-Davidson. There is a dedicated wash bay for washing and detailing each motorcycle after the completion of the service work needed. We also clean every new and used bike before they hit the showroom ensuring their cleanliness for prime presentation. A special “parts to service” counter, staffed at all times, allows for technicians to easily obtain the parts they need for their work quickly and efficiently. We recently added a Dyno machine, which is run by one of the most experienced Dyno techs in the country, who actually trains Dyno tuning for Harley-Davidson. 

Training and Employee Motivation Practices

In addition to regular department meetings, Black Wolf Harley-Davidson conducts storewide training and team-building exercises to maximize customer service and relations. We strive to create “Raving Fans” and much of our training revolves around our appreciation for every customer that calls us or graces our business. Department-specific training is conducted online through the Harley-Davidson University platform. Each year, we send our technicians offsite for H-D required training.  We recently completed the HDCX training offered by Harley-Davidson as well as sales training from Dave Muraca. Our business manager attended F&I training offered through HDFS and conducted by Mark Rodgers. Applied concepts is currently training our sales staff how to better handle incoming and outgoing phone calls. All pay plans for front-line employees include fixed pay as well as monthly bonus opportunities.  We regularly conduct monthly competitions, recognitions and gifts in response to specific measurable goals. We review a daily DOC report which compares each department's results to our sister stores.  

Our ongoing training initiatives combined with a great staff, our focus on customer service and proven pay plans/incentives have a significant impact on our performance and the reason we are a successful business. However, we are always striving to get better!

Commitment to Customer Service

We will go out of our way for each and every customer whether it is their first visit or their 100th visit to our dealership. Our GM tells us, "You don't work for me, you work for the customer". We work hard everyday, for every customer to live up to our motto, "We Are The Ultimate Experience!"  One example of how we achieve our standard for customer service is by employing  a dedicated receptionist to handle incoming phone calls and greet our customers as they enter and exit our dealership.  We don't feel that recordings directing someone' s call provide the great experience our customers deserve.
Here is what some of our customers have said about their experiences with us:
"I have to give a shout out to Black Wolf Harley-Davidson Bristol Va. our first day on our vacation, two of our friends' bikes had problems, Black Wolf Harley Davidson, usually closes at 6 p.m. They stayed open til 9:30 p.m. to take care of the bikes' issue, not sure how many dealers would do that, but with us all on bikes and out of town, miles away from home, they were a blessing. Would all this make me want to not ride and trailer?? Nope, it is all part of the adventure and memories, Gary said when we get old we will trailer. LOL guess I have a few more years ... thanks for the adventure and memories..."
Connie, Harwood, Md.
"Russ Fullen - Dyno Tech, Dyno Tuned my bike recently. Best money I've spent so far!!!! Great dealership, awesome staff!!"
John, Bristol, Va.
"I have been to several different Harley dealerships. Blackwolf Harley Davidson is the very best, I walked in, tried a trike out, riding it now. I feel like family at Blackwolf. Thanks for everything, Excellent at Blackwolf H-D"
Eddie, Atkins, Va.
"I've been in a lot of Harley shops and this is one of the best. From sales to parts to clothing these are the most helpful and friendly people I've meet. Great dealership!!"
Alex, Elizabethton, Tenn.
"Took our bike to Black Wolf Harley-Davidson on Tuesday for full service and new rotors and bearings in trans. They called this morn to make sure it's OK to pull the cover and check cam - -gonna cost -- but these guys are great! Hard to find honest people to do the work right -- would recommend these guys over any other!"
Elenia, Johnson City,Tenn.
"I have to say this is the best HD store I have ever been to!! I will tell everyone I run into to come see Doug! You guys made both of our trips to your store this week, which is a two-hour drive, very welcoming! I have never been in a HD store that had ever treated their customers so wonderful. You sold your store to me this week! Thank you all for treating us so kind. Doug your #1 and I don't know if I could ever buy another bike off of anyone else! Words can not explain how GREAT you are!!!"
Holly, Mouth of Wilson,VA

Involvement in the Community

We have made an extra effort this year to get more involved with our community and local events. We have billboards up on the outfield fence of our local AAA baseball team, the Bristol Pirates, and have been invited to be a part of the opening ceremonies at a few of the games. We have a very successful bike night with Quaker Steak & Lube with more than 200 bikes at each bike night. We have had more than 300 at the block parties where the city shuts down the street once a month for parking. We are also proud to sponsor the H-D 883 Iron Bike Giveaway. We have blood drives through our Black Wolf H.O.G. Chapter, and have placed first or second the last few years in total blood donations for our category. 
We supported the "Run for The Wall" again this year, as in the past, with more than 500 participants stopping at Black Wolf for a short rest and a BBQ lunch with all the sides. We also have a veterans appreciation day. We use the local high school ROTC programs as well as the American Legion, Rolling Thunder, VFW and our local National Guardsmen to perform taps, offer a rifle volley, pass the flag and present colors. We top it off with a chili cook-off where the veterans are the judges. We also present each veteran with a sticker and pin as a token of our appreciation. We have become more involved with Bristol Motor Speedway in helping to sponsor Super Chevy Show and Food City Race Night.  We did "Breakfast with Hermie" at the dealership the morning following Hermie Sadler's return to Nationwide racing.  We also continue to offer our H-D Riding Academy to teach all riders how to ride safely. We support many benefit and charity rides for those in need in and around our community including MDS Lock Up, Ride for Jensen and Benefit Ride for Nelson.