Ray Price, Inc.

Dealer Website: 
1126 S. Saunders St., Raleigh, NC
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Ray Price
General Manager: 
Mark Hendrix
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Days of Operation: 
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson Motorclothes, Triumph apparel
Harley-Davidson Genuine Accessories, Triumph Accessories, Drag Specialties
Parts and Tools: 
Harley-Davidson Genuine Accessories, Triumph Accessories, Drag Specialties
Custom Chrome
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
60,000 sq. ft.
14,000 sq. ft.
PG&A Departments: 
10,000 sq. ft.
Service Dept: 
12,000 sq. ft.
Total Acreage: 

Mission Statement

Our mission is to exceed our customers' expectations by offering quality products and prompt service. We are community-minded and treat every customer and employee with respect and honesty. Our passion is to make your dreams come true.

Welcome to the Ray Price family. Our vision is to be the premier Harley-Davidson dealer throughout the region by emphasizing the quality of our product, the importance of our customers, and the dedication of our employees. Our values are integrity, honesty, and charity.

Showroom Design and Layout

The dealership has a drag racing theme, which pays tribute to the history and passion for Harley Drag Racing that Ray Price is known for. Upon entering, a drag strip parts the showroom down the middle, with actual burnout marks from Ray and 10 of his racing buddies, created during building construction, complete with autographs by each rider for an extra touch of nostalgia.

At the end of the drag strip is our Winner's Circle, complete with a freedom bell, where customers ring the bell and have their photographs taken when they purchase a motorcycle. Our big, flat-screen TV displays upcoming events and promotions, as well as popular sports games for customers to enjoy. The sales areas are set up like vendor tents, giving the showroom a race-track feel. The second floor mezzanine is home to our Rider's Edge classroom, our large HOG room for monthly meetings, and the Ray Price Legends of Harley Drag Racing Museum, which features former Ray Price drag bikes, as well as gear and memorabilia from about a dozen racing legends.

There is also a featured Military Wall, where Ray Price proudly displays certificates and flags flown in combat overseas, which were presented to him by various military companies. Our front window houses featured bikes and the world's largest V-Twin engine. Down the block is the Race Shop, which is home to the Ray Price Racing Team, our pre-owned warehouse, and our Clearance Center.

Service Department

Our service department includes 14 bays and a Dynojet Tuning Center manned by our experienced technicians. We have four Master Technicians, Harley’s highest recognized level of training, two custom bike builders, and a team of dedicated high-performance and Triumph technicians.

Our race shop is located right next door, so we are able to take information and technology from the race team and convert them to street applications, thus getting the most out of a customer’s motorcycle in terms of performance and technology. Whether it’s an automatic clutch, a specially adapted shifter or a specialized floor board, the Ray Price Race Shop along with the service department has also retrofitted motorcycles for disabled riders so they can get back on the road and ride in the wind once again.  

People ride from hours away just to have Ray Price Harley-Davidson work on their bikes, because Ray has been helping those in need and doing performance work for more than 40 years.

There is also a comfortable customer area with complimentary coffee, plenty of parts to browse, and diamond-plate finish walls. There is a special service parking only area for customers.

Training and Employee Motivation Practices

Employee motivation starts with open lines of communication. We hold quarterly meetings for all associates to review the state of the business, past and future. Manager meetings are held twice a week. Once a week, we focus on our upcoming marketing activities. Once a week we review sales results, discuss opportunities, solutions and implementations of business-building ideas. Our pay plans are results-driven, with commission paid on gross profit and bonuses for hitting dollar and unit sales objectives.

Continuing education is very important to employee motivation. We encourage and pay for webinars, online and classroom training, both locally and out of our area. This training helps our associates grow and develop within their profession. Non-monetary benefits that help keep our associates engaged and excited include company parties, distribution of tickets to concerts, sporting events and other activities, as well as substantial discounts when purchasing parts, accessories, clothing and motorcycles. These items, when combined with an active and fun working environment, help keep our associates motivated.

Commitment to Customer Service

Our customers are the most important thing in our business. Without them, we do not have a business! We go out of our way to make our customers feel welcome and a part of the Ray Price family. From our free soft drinks and coffee offered daily, to Saturday morning doughnuts, to our strategically placed cookie jars, we want each and every customer to feel special and at home. The most important thing, however, is our greeting. Each employee is trained and encouraged to extend a warm welcome to everyone who enters the doors of our dealership, and to be pleasant and energetic to those who call over the phone.

Our customer care doesn’t stop with these pleasantries. We survey every customer after their bike has been through our service department and address any concerns immediately. We provide a customer satisfaction survey on our various websites for customers to provide feedback on their experiences with us. We interact through social media and always have an open ear to any challenges, questions or comments that our customers may have. Our owner is known for sending out encouraging cards to any customer she knows is facing a challenge in his or her life. Ray Price sends thank you letters to every customer for their purchase of a motorcycle.

The customers of Ray Price, Inc. know that we care more about them for who they are, rather than what they do to help our business grow.

Involvement in the Community

Ray Price appreciates being known for all of his achievements on the track, but he is most proud of being able to give back to the community. He takes great interest in hosting charity events at the dealership, including several annual cook-offs to raise money for various charities, the annual Toys for Tots toy run, the annual Ray Price Easter Basket Ride, and the Making Magic organization that helps underprivileged children in the local community.

There is hardly a weekend that goes by that Ray Price, Inc. is not involved in a charity ride or event that helps those who are less fortunate. Our monthly Motorcycle Boot Camps have not only brought in new and want-to-be riders, but have also raised awareness of motorcycle riders for attendees and our local area residents. In September, our Capital City Bikefest, by way of our Tattoo Fest, Patriot Ride and Parade of Lights Ride, raised more than $8,000 for the North Carolina National Guard and the USO of North Carolina.

Our cook-off events throughout the year raise thousands of dollars for charities such as the Pediatric Brain Tumor Foundation. Our employees and customers enjoy coming together for a great cause.