Toledo Harley-Davidson

Dealer Website:
7960 W. Central Ave., Toledo, OH
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles)
Tim Sherman, Mike Lenhart, Jim Frauenberg
General Manager: 
Tim Sherman
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson, VEGA, Black Hills Gold, Hugger, Miss Me, Mascorro Leather, VF Image Wear, Wolverine, Wiley X, Bulova watches, Mod Jewelry, Tori Richards
Harley-Davidson, Drag Specialties, Kuryakyn, RC Compenonents, Rinehart, Leather Pros, Hot Toppers, Vance & Hines
Parts and Tools: 
Harley-Davidson, Drag Specialties, Kuryakyn
Parts Unlimited/Drag Specialties
Average Age: 
Total Facility: 
27,000 sq. ft.
12,000 sq. ft.
PG&A Departments: 
4,000 sq. ft.
Service Dept: 
13,000 sq. ft.
Total Acreage: 

Mission Statement

We Sell Fun! These three words say it all. We are the place people go to feel good and have a great time. We strive to incorporate this mission into all aspects of our day-to-day business including sales, promotions, rides, events and the complete customer experience. We want our customers to see our dealership as a place for them to be comfortable, enjoy their Harley-Davidson and want to keep coming back!

Showroom Design and Layout

When you walk into Toledo Harley-Davidson, the first thing you notice are the high, industrial-looking ceilings and fixtures everywhere. The look is clean and modern. Often, those two words don’t describe a cozy and warm atmosphere, but the interior of the dealership is just that. The second thing many of our customers notice is our coffee station! They’re often cold from riding and appreciate the fact that we have refreshments waiting for them as soon as they arrive.

Our MotorClothes kiosk and reception area are one and the same, and when you enter you’re warmly greeting by our receptionist or a MotorClothes Associate. To the left of the kiosk is our sales area and JumpStart area. Here, the customers can experience the thrill of riding a motorcycle without even having their endorsement! A Harley-Davidson motorcycle is placed on a specifically designed, stationary support stand and the customer can "take it through the gears" without the fear of it tipping over. We decorated the area with a mountain scene so they can feel like they’re on the open road. The JumpStart is a great way to convert a non-rider into believing they can ride and dispels many of their fears.

To the right of the Reception/MotorClothes kiosk is an impressive collection of MotorClothes, collectibles, boots, helmets and children’s clothing and more. The department continues to the back of the store with women’s fashions and an immense collection of menswear. Our MotorClothes staff does an amazing job of displaying the merchandise and putting collections together in an appealing way. The displays change often, so our regular customers always have something new to look at. The fixtures and wall hangings throughout the department are state-of-the-art and functional for displaying merchandise.

Our Parts Department rounds out the showroom floor in a striking way! We strive to keep the most current parts and accessories in stock and display them in a way that engages the customer and highlights the benefits of the product in the best possible light. We’ve dedicated a section of our Parts Department to a windshield and seat demo wall and the Harley-Davidson Fit Shop. The Fit Shop gives customers the opportunity to customize a Fat Boy with handlebars, seats and windshields. They are able to see the differences in the products and determine what best fits their riding needs before purchasing an item.

The focal point of our massive showroom is the motorcycle sales area. Bikes are purposefully placed in just the right areas and warm, soft lighting helps to highlight the bikes. Families of motorcycles are placed in the same areas and make for an impressive display of colors and chrome! The bikes are perfectly lined up with plenty of space around them for customers to feel comfortable walking around and sitting on them.

Televisions strategically placed throughout the showroom feature short and hip Harley-Davidson commercials and play modern and fun music to help energize the customers and staff!

Service Department

A large overheard door allows customers to easily roll their motorcycles into the entrance of the service department for a complete inspection by one of our trained and experienced service writers prior to any work beginning. The area is well-lit and offers up-to-date displays with the latest Harley-Davidson, service-related products. A television scrolls current service promotions and upcoming events along with bios of each of the technicians and service writers.

A "look-through" in the wall allows the service manager to see the comings and goings of customers and he is able to greet them and provide help to the service writers when needed.

A set of double doors leads to the large service area with four spacious work stations for optimum productivity from the technicians.The high celings and bright lights make for a comfortable area for the techs to work efficiently. There is also a full wash bay for a complimentary wash after service is complete on a bike.

This area is also large enough to serve as a storage area for up to 150 bikes in a safe, climate-controlled environment. We have numerous winter storage promotions and specials for our customers to take advantage of. The service department offers other unique programs designed to keep customers educated and seeing our dealership as the place to go for advice and help. We invite our new Harley owners back for a program called "Riding Right from the Start!" which helps them get comfortable with their bike, our dealershiop and the services we can offer them. We also hold other events throughout the year that give our customers a behind-the-scenes look at what our certified technicians can do such as "Techs at Work" which shows them how to customize a bike right on the showroom floor.

Training and Employee Motivation Practices

Training plays a major role in the performance of our employees and the entire customer experience. All of our employees utilize the programs offered by Harley-Davidson University. The owners make an effort to send as many people as possible to Harley-Davidson dealer shows. They attend classes and gain knowledge about new products and changes pertinent to their department. In addition to the classes, all employees are required to continue the education process through Harley-Davidson University training videos. Although our employees are eager to learn, we also incentivize them with contests. This month we are offering store gift cards to employees who view the most videos and pass the tests. Not only does this motivate them, they encourage their peers as well. In an ever-changing industry, we understand the importance of keeping up-to-date on products and trends.
Our Counter Spiff Program is a fun way for employees to interact with each other and push themselves to upsell items. We start the day with a $50 bill for the sales associates (excluding motorcycle sales).

The first associate to make a sale gets the $50. The money then gets passed along to the person who makes the next sale that is larger than the previous. This goes on until the end of the day, so the person with the largest sale at the end of the day goes home with and extra $50.

Other perks our employees enjoy are Employee Appreciation Parties and dealer-paid admission to local motorcycle events. These incentives are often employed when department or dealership goals are achieved but also as a team-building tool.

Commitment to Customer Service

Our motto and mission at Toledo Harley-Davidson is "We Sell Fun!" That statement reflects our customer service philosophy as well: "Make It Fun For The Customer!" This is a hobby that people are passionate about and we want them to enjoy it to its fullest. We recognize and greet the majority of our customers by name as they walk in the door. We pride ourselves on getting to know our customers and do what we can to earn their respect.

One way we do that is to follow-up on every service call with not only a dealer survey but also a personal phone call. Many times people are very surprised to hear from our service writers who simply call to see how the bike is running after their service or scheduled maintenance.

We make it fun for the customers in a variety of ways. First and foremost, the employees have fun at work! When you walk into our dealership, you instantly feel a relaxed and fun vibe. In our society, we are so accustomed to sub-par customer service that it's a welcome and refreshing change to walk into a business where you are actually greeted with smiling employees who genuinely care about the shopping experience you have.

Our staff employs what we we like to call the WOW effect with each customer interaction. That simply means that we want to exceed their expections of service. We do that by having free beverages (hot or cold) available all day, creating exciting riding contests and memorable events for them to participate in and keeping them as informed as possible about dealership and Harley-Davidson news and products.

When a customer purchases a new bike, they are invited to ring our WOW bell. When that bell is rung, every employee in the dealership claps, hoots, hollers and makes the customer know we are excited to welcome them to our family. They then get their picture taken on their new bike and that picture is placed on our website. While many dealers may do this, we take it one stop further. The pictures are immediately uploaded to a website that then transmits the image to eight strategically placed, rotating electronic billboards that we use around the city. The caption that goes with the photo says "Welcome To The Family," with the customers first name and the city they're from. The billboard stays up for 48 hours, giving the customer a chance to see him or herself in lights.

Involvement in the Community

We understand the importance of being part of the community, and our philosophy is to help vitalize the community and contribute to their success. We strive to always to be a part of as many things as possible. We are active members of the Sylvania Area Chamber of Commerce, and they often reach out to us for a venue to hold their events. This year, the Chamber needed to host a fundraiser for the local Athletic League which helps elementary through high school children. We became a major part of this event by letting them use our facility to hold an Oktoberfest event along with a concert by country star Shooter Jennings. We were not just the venue for this event, we helped coordinate and promote the event every chance we had. The results were fantastic. Not only did the organization raise much needed funds but it brought many different segments of the community together.

We support numerous rides and bike-related activities serving as a registration point, poker run stop or simply a place to post information. In addition to bike-related causes, we financially support local charities such as the Ronald McDonald House, Bittersweet Farms and the Muscular Dystrophy Association.

This year we teamed up with the the MDA to host an event called "Make A Muscle" for MDA. It was a joint effort between our two dealerships and it was extremely successful. Not only were we able to donate much needed funds to the organization it generated awareness of the services they provide in Northwest Ohio.

In addition to charity work, we work closely with both the University of Toledo and Bowling Green State University. We set up booths at all of their football games and give their fans an opportunity to experience our JumpStart. At the start of each game, we ride the schools' mascots on the field to the delight of the fans. It's a fantastic way for us to show our support for their teams!