Harley-Davidson of Scottsdale

Dealer Website: 
15600 N. Hayden Road, Scottsdale, AZ
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles)
Bob Parsons
General Manager: 
Justin Johnson
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson, Drag Specialties, Tucker Rocky
Parts and Tools: 
Custom Chrome
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Western Power Sports (WPS)
Average Age: 
Total Facility: 
30,000 sq. ft.
17,000 sq. ft.
PG&A Departments: 
5,000 sq. ft.
Service Dept: 
8,000 sq. ft.
Total Acreage: 

Mission Statement

Treat every customer in such a positively memorable way that when the transaction is complete, the customer tells someone else how great it was!

Showroom Design and Layout

We have a unique octagon-shaped showroom that allows us to make our motorcycles the center focus for our clients when they enter the dealership. Our motorcycles are surrounded by our parts, accessories, and MotorClothes. It keeps the attention squarely focused on motorcycles no matter where you are shopping. We have our clothing segregated out into men’s, women’s, seasonal, kids, and t-shirts. We are one of the highest-volume t-shirt dealers in the nation as a result of our excellent displays on the showroom.

The showroom has a real Southwest flair, synonymous with our locale. Our showroom is wide open with only one large center pole holding up the entire roof of the showroom, giving it a very wide open and airy feeling. Our Parts Manager and MotorClothes Manager work off of planograms for the showroom to ensure consistent displays with the ability to change areas on a monthly basis to keep it exciting. We have a large patio surrounding our showroom that allows our customers to enjoy window shopping in the evening when it is a little cooler during the summer months. On top of the standard clothing display areas, we have multiple TVs in the clothing area that have promotional and dealership information streaming through it during open hours, and on Sundays and college game days, we pipe games of significance though these TVs, allowing shoppers to shop and stay up on the game.

Service Department

Our Service department is made of multiple moving pieces. We have our standard customer pay and warranty pieces to the business but we also operate a dedicated collision center / new vehicle setup and prep center and have a full-blown custom paint and powder coat operation coming online as we speak. We keep nine techs in our direct service facility (attached to the dealership) that handles all of our customer pay and warranty work with three Service Writers, one scheduler, one concierge, an assistant Service Manager, and a Service Manager in the Service Drive taking care of customers. Our Service Drive has large windows and a very open access to our Technician area.

Customers really enjoy having the ability to see what’s going on in our Service Department. It gives them the sense that we are confident in our abilities, or we wouldn’t put our Technicians front and center for everyone to watch. The Service Department is completely climate-controlled, including our two wash bays. Our wash bays have the latest and greatest Hotsy pressure washers that use treated water to eliminate any hard water stains or spots on the vehicles we clean (a small deal with a huge impact!). We have a dedicated detail area in Service where we detail every motorcycle we work on after our Technicians have completed the vehicle. In the back corner of our service area, we have the latest and greatest dyno machine, and room that is capable of doing a trike also.

One tool we use in our Service drive with every Service Writer is the latest iPad -- one for every service writer. They take pictures of every customer’s bike, from every angle, and they perform their walk-around sheets for approval from the customer on the iPads. They then communicate any of the motorcycle needs they find throughout the day and take pictures and send them to the customer for approval.

Training and Employee Motivation Practices

We have an extensive training regimen for all departments in the dealership consisting of both internal external resources. Our team members are required to complete the training and be checked off by their Manager prior to handling customers. Most positions in our dealership have compensation in correlation with your training levels completed. The more training you complete, the more you get paid. In our vehicle sales department, we have two weekly training sessions held by the Sales Manager, Finance Manager, and assistant Sales Manager all having input. Prior to our Salespeople handling customers on the showroom floor, there is a checklist of training that they are required to complete.

Commitment to Customer Service

Our goal when we took over the dealership this January was to offer the undisputed best customer service at competitive prices.  We have done that through training our team in what world-class customer service looks like, and how to achieve it. Our customer service philosophy and goals run parallel to Bob Parsons' philosophy that he built GoDaddy on and is clear in our mission statement.  Mission:  Treat every customer in such a positively memorable way that when the transaction is complete, the customer tells someone else how great it was!  

We constantly keep this in front of our team and our team members carry a card around in their pockets to qualify for cash rewards from time-to-time called a WOW card.  This card is similar to a rewards card, and is a constant reminder of why we are here and what we stand for.  On the card it states: WOW; and it stands for:

  • Welcome everyone with a smile,
  • Over-deliver customer expectations,
  • Wave goodbye and invite them back for an event. 

We empower our entire team to make customer service decisions when we fall short to insure the best customer satisfaction in all transactions.  

No team is perfect and when we fall short, we rectify the situation and give them something to encourage them to come back, whether it be a gift card or equivalent.  This allows us to fix situations on the fly and not have to chase managers around to get approval for everything.  Customers really appreciate this.  We have worked hard to hire on attitude and train the processes because you can’t train attitude.  When you enter our dealership, you will be greeted by an enthusiastic and appreciative team excited to assist you in your needs.  We will not tolerate bad attitudes and bad days.  Our customers deserve better!  They don’t care if we are having a bad day.  

The comparison that we draw is to Disney World.  So many of our customers save up money for weeks and years to come in and buy our products -- similar to a family saving money to enjoy the Disney experience.  So when they show up, we better put on a good show!  Not once in a while, but every time, just like Disney World does.  One other correlation we try to draw is to Saks Fifth Avenue.  We carry a premium motorcycle brand, and must provide a premium buying experience to our customers in every interaction.  Our Team gets this.  

Our philosophies are driven by inspecting what we expect and we do that through surveys and our managers interacting with our customers in customer areas.  This all comes to a culmination at the celebration when a customer buys a vehicle from us and we fire off the gong celebration on the showroom floor.  It is impactful. 

At the completion of our detail-oriented Poker Walk delivery process, one of our managers will hit the gong button on their iPhone.  At that moment, all of our 24 high def TVs around the dealership flip over to a custom made super exciting video that welcomes the new customer to the Harley-Davidson of Scottsdale family and they hit our World Famous Blue Oyster Cult 50” gong that resonates throughout the showroom and dealership.  Our team that has gathered on the showroom as the gong celebration is in progress then thanks and congratulates the customer for allowing us to serve them.  You’ll even see customers around clapping and chanting for the new buyer.  Every purchase is an EXPERIENCE!

Involvement in the Community

With Bob Parsons at the helm of Harley-Davidson of Scottsdale, which is part of the GOAZ Motorcycle family, we have heavy community involvement.  Bob is a very charitable individual and it shows throw the dealerships and the Parson’s Foundation.  Bob, his wife Renee, and his family of companies and foundation understand the importance of being a great community partner.  Whether it is GoDaddy, Harley-Davidson of Scottsdale, GOAZ Motorcycles, or the Parsons Foundation, Bob and his businesses all play a heavy role in the community. 

We are involved in numerous charitable events every year.  We have one event this year on Oct. 20 where we have George Thorogood and 38 Special coming to the dealership, where you will get in for free if you have a motorcycle endorsement, If you don’t, the tickets are $20 for the concert with every penny raised going to the Phoenix Children’s Hospital.  Along with the ticket proceeds, the Phoenix Children’s Hospital will also get all the proceeds for the food and beverages sold for this event.  We are expecting 15,000 in attendance.  

Earlier this year, Harley-Davidson of Scottsdale donated a motorcycle to be auctioned off to the “Fight Night” event that benefits the Parkinson’s Disease and also donated a motorcycle to Make-A-Wish of Phoenix that was auctioned off to benefit the local Make-A-Wish foundation.  Both motorcycles were donated 100 percent with 100 percent of the money going to the organizations.  We consistently get involved with local schools and numerous events that assist children and their well-being.  We donated $5,000 to our local Usual Suspects group that has an event called the Devil’s Oven, with the proceeds from the event going to the Arizona Fallen Officers organization.  We also get involved with the Wounded Warrior Foundation, and host of local charities through the hospital and Mayo Clinic.  Our teams are the ones that facilitate the details of these commitments and many of them get involved with the charitable events to further commit and make sure the events run smoothly and we fulfill our commitments.

On top of all of this, we have built the nation’s premier Motorcycle Rider Training Facility, which benefits all new and experienced riders be safer on the road.  Aside from have some of the most decorated premier rider training instructors in the U.S., we purchased two $250,000 motorcycle simulators from SSI of Tulsa, Okla., to make us the first dealer in the world to have this option available for anyone wishing to improve their riding skills or get introduced to riding in a safe and controlled environment. 

Our commitment to rider safety for the whole community will truly impact the riders of this area that take advantage of this world-class facility and all it has to offer in making them the safest riders they can be.  We are not aware of any other dealer in the world that offers this level of training. The riding classes we offer range from the most basic introductions to the most advanced rider classes.

Between our commitment to the community as a whole and our commitment to the riding community, we feel we are as committed as any dealer in the world -- if not the most committed.