Seacoast Harley-Davidson

Dealer Website:
17 Lafayette Rd., North Hampton, NH
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles), Used Vehicle Dealer
Al Contois, Shawn Lillie, John McGonagle
General Manager: 
Al Contois
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson, Vega, Wiley X, Woulverine
Harley-Davidson and other aftermarket major brands
Parts and Tools: 
Custom Chrome
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Average Age: 
Total Facility: 
66,000 sq. ft.
6,000 sq. ft.
PG&A Departments: 
7,200 sq. ft.
Service Dept: 
13,500 sq. ft.
Total Acreage: 

Mission Statement

We want to be the destination of choice for all Harley-Davidson products and services by creating the ultimate customer experience, building long-term relationships and making a difference in people’s lives.

Core Values: PRIDE: Passion, Respect, Integrity, Diligence, Enjoyment.

Showroom Design and Layout

Seacoast Harley-Davidson has a unique layout. People are often awed when they first come into our dealership. They may have driven by thousands of times and noticed the looming size of the building, but then come in and really see what we’re all about. We have a little bit of everything. A picture tells 1,000 words, but a picture still cannot do our dealership justice. The first floor is a haven of leather and chrome to soothe the mind and strengthen the soul.

Of course we have every part, accessory, and general merchandise item that any Harley rider, passenger, friend, neighbor, non-rider – anyone, could ever want! We also house one of the largest service departments in New England with a drive-up service counter. Head up the stairs to the second floor and that’s where the real legend resides – American Iron in every color or wish imaginable!

In the summer of 2012, we completed a few aesthetic renovations to the showroom, to allow more natural light into the building, and added two new functional features. We added a new entrance to the building complete with a beautiful cobblestone patio, and a second main staircase. Seacoast Harley-Davidson is one dealership that really must be seen in person to truly do it justice. Stop in and say hello next time you’re in New Hampshire and see what we mean!

Service Department

We are a world-class service operation featuring 16 PHD trained technicians capable of handling the most difficult tasks. Seacoast Harley-Davidson has the latest in computerized testing and diagnostic equipment including a state-of-the-art Dyno.

We recently renovated our service department to better serve the needs, and make the department easier to access for our customers. We’ve created our drive-up service counter. Customers can physically drive their motorcycle into the building via the Service “bubble." This positions their motorcycles directly in front of the service writer, and allows a safe, fast and easy communication between the customer and the service writer.

Training and Employee Motivation Practices

At Seacoast Harley-Davidson, our philosophy is “Take care of the employee and they will take care of the customer.” This belief is evident on every decision that we make. We make sure that employees are properly trained to meet the needs of the customers. We participate in all Harley-Davidson training opportunities at the highest level with all staff. Continuing education is reimbursed for all employees.

If one department has an exceptional month, we always find a reason to congratulate everyone. We hold monthly employee potlucks and annual company outings, in addition to an annual holiday party. We also close the store occasionally for company rides and adventures. Every message is communicated around the importance of team and being on the top of our game to serve our “extended family” – our customers.

Commitment to Customer Service

We take pride in doing things differently at Seacoast Harley-Davidson. In fact, it has been recognized that our dealership tends to be the trendsetter in regard to the overall customer experience, as well as with unique promotions and contests. In September 2007, we launched a new customer loyalty program – Motorcycle Value Program, or M.V.P. for short. This is a program that not only rewards customers for the dollars they spend but also for the Harley Owner Group meetings that they attend, the mileage that they put on the motorcycle, the customer referrals that they make, and many other ways that they are rewarded for riding with us. This program offers us to better understand and interact with our best and most loyal customers, and it has proven very successful over the last five years with more than 11,000 members to date.

Involvement in the Community

Our dealership is very conscientious about our position in the community. Not only is everyone potentially a new customer and a potential advertiser on our behalf, but we understand the responsibility involved with being a member of the community. We try to exemplify those standards by taking an active membership within four local chambers of commerce. We attend a variety of events to reach new demographics.

One of our largest community awareness functions is our Fire Fighter Appreciation & Sarah’s Ride each September – in fact, we just held our third-annual event! Sarah’s Ride began in 2010 as a ride to raise money for a local female fire fighter who was battling breast cancer, with a husband and five children. Over the past three years, the Sarah Fox Memorial Fund has been established along with a Fire Fighter Cancer Awareness program in New Hampshire. The funds raised now go to scholarships for young women who are attending Camp Fully Involved, a camp dedicated to helping develop and nurture young women who would like to pursue a career in firefighting. The Fire Fighter cancer awareness program is an educational program designed to help educate firefighters about the cancer dangers in their profession, help develop new protocols to reduce the risks in the future, and educate the public about types of cancer and cancer rates in fire fighters.