Harley-Davidson of Erie

Dealer Website: 
http://www.hderie.com
3712 West 12th Street (Route 20) Erie, PA
View on Google Maps:Google Maps
Type of Retail Business:
E-Tailer, Franchised (selling new vehicles)
Owner(s): 
Kelly and Susan Lapping
General Manager: 
Laurie Thompson
Days of Operation: 
Sunday
Days of Operation: 
Monday
Days of Operation: 
Tuesday
Days of Operation: 
Wednesday
Days of Operation: 
Thursday
Days of Operation: 
Friday
Days of Operation: 
Saturday
Years in Business: 
42
Gear, Apparel and Helmets: 
Harley-Davidson, Nasty Baggers, MissME jeans, HCI helmets, Wiley X, Global Vision
Accessories: 
Screamin' Eagle, Kuryakyn, Performance Machine, Cobra, Rinehart, Vance & Hines, Bagger Nation, Arlen Ness, Hogtunes, Avon Grips, GoPro, Freedom, Saddlemen, Rush, Bagger Works, Medallion Gauges, Hot Toppers, RC Components, Mustang, Danny Gray, Brigt Ass Lights, Samson, Python, LA Choppers
Parts and Tools: 
Screamin' Eagle, K&N, Dunlop, Metzler, Avon, Michelin, Red Line Oil
Distributors: 
Custom Chrome
Distributors: 
Other
Distributors: 
Parts Unlimited/Drag Specialties
Distributors: 
Tucker Rocky/Bikers Choice
Male: 
65%
Female: 
35%
Average Age: 
42
Total Facility: 
45,000 sq. ft.
Showroom: 
15,000 sq. ft.
PG&A Departments: 
2,500 sq. ft.
Service Dept: 
24,000 sq. ft.
Total Acreage: 
5

Mission Statement

Customer satisfaction is our business. We contribute to the fulfillment of dreams by providing quality motorcycles, related products, and exceptional service to our customers. We keep our promises, treat all customers fairly, and above all, we are always honest. Our business is customer satisfaction.

Showroom Design and Layout

Our primary business practice is to promote the Harley-Davidson lifestyle and experience.  Instead of focusing on product sales, our staff is comprised of Harley-Davidson enthusiasts who are committed to building relationships with customers to help them maximize their enjoyment of our lifestyle and culture. Customers enter our dealership through an expansive, glass and brick enclosed lobby area with a 20 foot high ceiling that includes a vintage Harley-Davidson motorcycle arcade for children and parents to enjoy together, a visitors center with information on local attractions/events, and product displays to promote seasonal merchandise. After walking through the lobby area, customers enter the showroom where they observe a large, open floor plan with an interior that combines the warehouse feel of the Harley-Davidson Motor Company in Milwaukee and the industrial heritage of Erie with the modern amenities of a high-end retail environment. This open floor plan houses our sales, parts & accessories, MotorClothes and rental departments.  All customers are greeted upon arrival by our receptionist with "Welcome to Harley-Davidson of Erie" and "Thank you for visiting, we look forward to seeing you again soon" upon their departure. Most customers exclaim "Wow" when they enter the showroom and see the glaring chrome from the new and pre-owned Harley-Davidson motorcycles lined up in rows on the showroom floor.  
 
Our showroom offers a variety of interactive features that enable customers to learn more about the products and services available from Harley-Davidson before they purchase.  One example is the Fit Shop located in our Parts & Accessories department. This interactive feature enables each customer to interchange various handlebars and seats on a stationary motorcycle so they can experience firsthand the feel, comfort, and styling of products they are interested in having installed on their motorcycle - again before they purchase. Other interactive features offered in the parts & accessories department are the demo seat & windshield programs which allow customers to test ride (up to 48 hours) a variety of new seats and windshields on their personal motorcycles to ensure both comfort and functionality - and again before they purchase. From October through April, customers can also experience the functionality and comfort of heated apparel with the heated-gear display located in our MotorClothes department before they decide to purchase.
 
Our rental department is located on the vehicle sales floor so that rental customers are able to view our dealership's expansive motorcycle inventory. Our sales staff also utilizes the rental department for prospective buyers who are interested in taking longer "demo rides" on the motorcycle of their dreams.  If the customer purchases a motorcycle, a portion of their rental fee is refunded.  
 
The objective of these interactive measures is to ensure that our customers are both comfortable and confident - before they purchase any product from us which translates into higher satisfaction experiences for our customers.    

Service Department

Our Service department is designed for efficiency and customer satisfaction. Customers are welcomed into the spacious and bright service area by a service advisor who prepares a work order for their motorcylcle. Once the work order is completed the customer is directed to the adjacent customer lounge where they may enjoy a complimentary snack and beverage, watch television and/or interact with other Harley-Davidson enthusiasts.
 
Our service bay is climate-controlled and each service technician has two motorcycle lifts within their individual work station, access to specialty tools, diagnostic equipment, a break room equipped with kitchenette and television, and rest room. 

Training and Employee Motivation Practices

All employees participate in annual online and off-site training programs offered by Harley-Davidson that are necessary to acquire or maintain knowledge on the various products and services available from the Motor Company. In addition, we host classroom and showroom training from sales consultants each winter to reinforce or enhance sales and customer service skills.  We also provide departmental cross-training so that employees are familiar with the processes of other departments. This cross-training enables our employees to gain a better understanding of each department's role and importance in delivering exceptional experiences for customers at our dealership.
 
We encourage an "open door" policy and meet with department managers to discuss and set monthly sales goals and sales incentives. We meet weekly with department managers and their staff to discuss retail experiences, review month-to-date sales data, department progress towards established goals, and acknowledge employees for superior customer service. This open communication is key to the family culture that we strive to promote within our business, and combined with our ongoing employee training it has helped our business increase total sales revenue by nearly 15 percent the past year. 
 
Our dealership was one of four finalists selected for the 2013 Employer of the Year Award presented by the Erie Economic Development Corporation. Although we did not win this prestigious award, it was quite an honor for our business to be recognized as a leader in the community. We have also been recognized by the Harley-Davidson Motor Company as a bar & shield circle of excellence recipient three of the past four years, and based on current YTD rankings we expect to receive another award for this calendar year.

Commitment to Customer Service

Our customer service philosophy is simple: treat our customers the same way that we expect to be treated. Our staff is enthusiastic, courteous, and always willing to assist customers. Our customer service goal is to exceed our customers' expectations and enhance their purchase and ownership experiences.

One example that exemplifies our customer service philosophy occurred when a customer contacted us about a motorcycle that she wanted to buy for her husband's 40th birthday - which was only two days away. We didn't have the motorcycle in our inventory, but our sales team was able to locate the motorcycle at another dealership that was 385 miles away. After a 15-hour trip the next day we were able to obtain the motorcycle and return in time so that she was able to surprise her husband with his dream bike on his birthday the following day. Needless to say, he was both very surprised and happy with his birthday gift!     

Involvement in the Community

Our goal is to give back as much as possible to our community which has embraced our business and enabled us to grow each year. The support from the community was significant in our decision to relocate from an antiquated 16,000 square foot facility to a modern 45,000 square foot facility in 2012. We are very active within our community and support more than150 fundraising events/rides each year. Each spring our dealership sponsors the annual A.B.A.T.E. motorcycle awareness run to increase awareness of motorcyclists and promote motorcycle safety. We host the state administered Pennsylvania Motorcycle Safety Program by providing them with a classroom and outdoor training range at no charge. The MSP provides free motorcycle safety training for novice and experienced riders to teach basic riding skills, improve rider safety and reduce motorcycle-related accidents.  
 
Each year we donate a new Harley-Davidson motorcycle to the Roar on the Shore Bike Rally. Our donations have helped raise over $635,000 for local area charities the past eight years. Last year we started BikeFest, a nine-day motorcycle festival located at our dealership that celebrates the Harley-Davidson lifestyle and experience. This year through BikeFest we were able to raise an additonal $35,000 for local area charities. Our HOG Chapter's annual MDA Poker Run raised another $12,000 for the local Muscular Dystrophy Association office in spite of torrential rain and thunderstorms the day of their event.    
 
Our dealership was the recipient of the Erie Times-News (a regional newspaper) 2013 Commitment to Erie Award for Community Service based on our charitable efforts within the community. In addition, we were voted by the community as "Erie's Choice" for favorite motorcycle dealership for the fifth consecutive year.