Cole Harley-Davidson

Dealer Website:
1804 Bland St., Bluefield, WV
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Charlie Cole
General Manager: 
Chaz Cole
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson, Torc Helmets, H&H Helmets, Fulmer Helmets, Vega Helmets, GLX Helmets, Wolverine, Mascarro Leather
Harley-Davidson, Buff, Viva, Wiley X, That's a Wrap, Global, Hair Glove
Parts and Tools: 
Harley-Davidson, Vance and Hines, Kuryakyn, Rush Racing Products, Thunderheader Exhaust
Custom Chrome
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
37,925 sq. ft.
6,000 sq. ft.
PG&A Departments: 
4,000 sq. ft.
Service Dept: 
14,380 sq. ft.
Total Acreage: 

Mission Statement

When you visit us you will see that our mission is to provide you with superior products and service. To build quality relationships with you and others is what we strive for, whether it be out on the road or in the store. 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 superior customer service standards. We will make these standards a fundamental part of every employee's activities every business day.

Showroom Design and Layout

Opened in 1998, Cole Harley-Davidson is located in what used to be a 1930's Oldsmobile/Cadillac dealership with exposed brick walls and trusses, hardwood floors and a spiral staircase from the showroom to service department giving the dealership a rustic and vintage feel. Walking in the front door, our customers are greeted by our friendly MotorClothes associates. Customers see our motorcycle inventory to their right and MotorClothes apparel to their left and right lining the walls. The front of the dealership bottlenecks to the back where we have even more motorcycles, our parts department, our sales managers office, and our F&I office. Our showroom can hold approximately 30 motorcycles and we constantly rotate our bikes to keep a fresh look. Our parts department is a multilevel department with the majority of our service parts on the lower level. In order to get larger parts up and down we have a dumbwaiter that delivers our parts, accessories, and MotorClothes. Looking out the rear of the dealership we have our large party deck complete with a stage and fire pit for outdoor functions.

Service Department

Cole Harley-Davidson's Service Department is located on the street level of the dealership. Customers can pull their motorcycle to the lower level and drop their bike off for service. When the customer pulls their bike in for service they enter through the garage door and are greeted by our service writer. Straight ahead is our service writer's desk and to the left of that is our service manager's office, which overlooks the entire service department. Our service department is equipped with eight motorcycle lifts. All three technicians are Harley-Davidson certified and undergo regular training. Adjacent to our service manager's office is the parts window, where our technicians pick up all the parts necessary to complete the customers repair or service. Each service lift has room for the technician's tools and personal belongings. The service department has a black, orange, and white theme consistent with Harley-Davidson; we even have an orange floor. Our service area also includes its own break room and restroom for our technicians' convenience. Located across the street from our main showroom is additional room for bike-washing and detailing, winter storage, and wreck repairs.

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

At Cole Harley-Davidson, we understand how important customer service can be to a business. There are other motorcycle dealerships that sell the same motorcycles and products as us but the one thing that sets Cole Harley-Davidson apart is our customer service! Our business is people. Without a loyal customer base we cannot survive. Our employees here at Cole Harley-Davidson understand the value of good 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

Involvement in the community is something that we at Cole Harley-Davidson feel very strongly about. Since we are not located in a major metropolitan area, the ties that bind us with the community are even stronger. Cole Harley-Davidson always makes an effort to assist in any way possible for community events, be it by providing personnel or equipment. Charlie Cole, our owner, is a fifth-generation Bluefield businessman and is actively involved in community events. For example, Cole Harley-Davidson plays a large part in the area's Community Christmas Tree. Gifts for over 800 underprivileged children are purchased at K-Mart. The Bluefield Recreation Center then hosts a party with Santa and live entertainment. Afterward, the children receive their gifts. Cole Harley-Davidson is responsible for getting the gifts from K-Mart to the Recreation Center the day before the party. This usually takes five trips using our six-bike motorcycle trailer. This is something that Cole Harley-Davidson and our employees have been involved with since our inception.