McHenry Harley-Davidson

Dealer Website:
2103 W.Route 120, McHenry, IL
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles)
Arnold Horwich, Tracy Lancaster, Doug Jackson
General Manager: 
Chris Hoak
Days of Operation: 
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: 
Harley-Davidson, Vance & Hines, D&D, Kuryakyn, Leather Pros, Cobra, Sampson, Klockwerks, Le Pera
Parts and Tools: 
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
15,000 sq. ft.
7,000 sq. ft.
PG&A Departments: 
4,500 sq. ft.
Service Dept: 
3,500 sq. ft.
Total Acreage: 

Mission Statement

Our mission is to help customers fulfill dreams of personal freedom by representing the Harley-Davidson brand. We will bring a commitment of exceptional customer experiences to every aspect of our operation. Every customer is a custom.

Showroom Design and Layout

After 10 years at our previous location, we moved into a new location in April of this year. The facility is about 5,000 sq. ft. larger than our old building with two out buildings and loads more parking. The building is two stories tall, which gave us the opportunity to leave a good amount of open space to avoid making the place seem cramped. It's very open and welcoming. When you walk in the front door you are greeted by our MotorClothes staff. We covered the concrete floor in the clothing and collectibles area with vinyl that looks like wood plank flooring to give a feeling of warmth. The area is well lit with a mixture of fluorescent and natural light, with sections for men, women, and collectibles clearly marked with overhead signs. When you enter the two story showroom through a natural stone archway from the MotorClothes department, the feeling is like walking into Willy Wonka's chocolate room: pure magic! A Bar and Shield stained into the high polished concrete floor let you know you are in Harley territory. A large mural of Mount Rushmore on a two-story wall has you planning your first ride on your new bike. The new bikes are arranged by family and easily accessed for a fitment. The showroom also encompasses the parts department making that transition from purchase to customization easy and seamless. Above the parts counter and sales offices are decks that have museum-quality antique Harley-Davidsons on display.  On the west wall of the showroom hangs an enormous American flag just above our sales desks. There is nothing like buying the American dream under the starts and stripes. There is also a customer lounge complete with free coffee and a design center for truly making your ride one of a kind. Video screens are abundant promoting the lifestyle and upcoming dealer events.  There is a 100-inch screen over the entrance to our service department that we can either show the media playing throughout the store, or instantly put up photoss and captions we take during our events.  

Service Department

When the automatic sliding door opens as you ride your bike into the service department, you are greeted with a smile by one of two service writers that work from well-equipped service counters,  behind each of which you will find a selection of both functional and decorative parts and accessories, along with a 50-inch TV screen promoting service specials and dealer events. We have a row of customer bikes ready for pick up, an area for sold bikes that are waiting to go home, and an accessorized new touring bike acting as a mannequin to display new products. There are two archways in the write-up area. One will take you to the showroom and the other to the shop itself. We have five bays that each accommodate two motorcycle lifts. The shop is open to customers and talking with techs is encouraged. We believe the relationship between technician and customer to be the foundation of our business model. People do business with people they trust! If they can't watch their investment be worked on and ask questions and advice of the tech, than we really haven't got a relationship. Most women only trust one person with their hair. They have that go to guy or gal that does their "maintenance." The relationship of bike owner to tech is very similar. We want our techs to be their guy or gal. It's that simple.  There is also a large overhead door in the service write up area that we open for events to make the showroom part of the party.   

Training and Employee Motivation Practices

Training is an everyday occurrence at McHenry Harley Davidson.  Every transaction, every interaction, every connection is a learning experience. Practice doesn't make perfect...perfect practice does. We are constantly trying to improve. Whether it's from the expansive library and classes that Harley offers or from outside sources and industry experts, we encourage and reward our employees for continued training. There is so much available it's mind boggling. Someone once said they didn't like training employees because eventually they leave and the investment is gone. Well what happens if you don't train them and they stay?  Our employees know they are not just representing themselves or even our store. It's much bigger than that. It's a lifestyle forged in iron and rubber that in it's purest form is freedom. We sell that freedom, and represent it with enthusiasm and passion like no other dealer.

Commitment to Customer Service

Our customer service philosophy is quite simple. Every customer is a custom. No two are alike. Listen!! Welcome them to the family. Without customers, we are dead in the water. Our advertising budget is not the biggest in the industry. Why?  Because we believe that if we take care of our customer base, it will grow and thrive. What we do every day to take care of our customers and give them the red carpet every time they visit will result in referrals. When a customer brings a friend or riding buddy in to our store, we have done our job. You cannot pay for that kind of advertising. Whether it's riding with them, picking them up should a mishap occur, or just a phone call thanking them for stopping in. Our staff understands that it's the customer that pays their salary.

Involvement in the Community

We are big on giving back to the community. Every July the town hold a two-week long festival called Fiesta Days. In 2005 we started participating and our level of sponsorship has grown every year since. The event is culminated by a three-day long music fest that we co-sponsor with a local car dealer. Our involvement has led to large national acts appearing on our little stage and bringing more revenue to the community. We also host a Toys for Tots motorcycle parade every November. With close to 800 bikes participating and bringing toys to the less fortunate in the county, the event is looked forward to by bikers and community members alike. During the summer we host bike nights on the second Thursday of the month. A local car club approached us about fundraising for St. Jude's so we came up with a solution. We supply all food and beverages, they cook. Food is free, and we ask for a donation that the club keeps. Last year we raised almost $5,000 on four nights. This year we are ending the season with a benefit car and bike show and hope to raise $10,000 for the children's research hospital.