Woodstock Harley-Davidson

Dealer Website: 
2050 S. Eastwood Dr., Woodstock, IL
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles)
Doug Jackson, Tracy Lancaster, Arnie Horwich
General Manager: 
Doug Jackson
Years in Business: 
Gear, Apparel and Helmets: 
Harley-Davidson, Bell Helmets, Mod Jewelry, Wiley X, Gerbing's Heated Clothing, Milwaukee and Harley-Davidson Boots
Harley-Davidson, Kuryakyn, Vance & Hines, Rinehart, Cobra
Parts and Tools: 
Parts Unlimited/Drag Specialties
Average Age: 
Total Facility: 
44,000 sq. ft.
28,000 sq. ft.
PG&A Departments: 
4,000 sq. ft.
Service Dept: 
12,000 sq. ft.
Total Acreage: 

Mission Statement

Our employees are our company. We contribute to the fulfillment of our customers’ dreams by providing the world's finest motorcycles and related products to our customers. It’s in the journey a person takes that fulfills their dream, and that journey begins and ends at Woodstock Harley-Davidson. We will keep our promises, treat all customers fairly, and above all — be honest. Our business is customer satisfaction.

Woodstock Harley-Davidson will maintain our position as a premier Harley-Davidson dealership in the Midwest through continual employee education and training that shall provide the ultimate customer service experience. We will be the major contributing factor in the fun and enjoyment of riding for our customers.

Showroom Design and Layout

Our dealership tagline is “The Midwest Superstore,” and that is the exact vibe customers get when they enter our dealership. The first thing a person sees when they walk into Woodstock Harley is a sea of bikes. Step one in our total customer satisfaction paradigm is selection. We display over 300 new and used motorcycles on our showroom floor for customers to choose from.

Our Rental Department is just to the left when customers walk into the dealership. We add value for our customers by offering one of the largest rental fleets available. This gives customers the opportunity to enjoy an extended “try before they buy," accommodate their out-of-town guests and receive a loaner bike when theirs is in for service. We also welcome large groups and tours throughout the riding season. Our Rental Team does an excellent job finding the right dream bike for their customers. With the rental of a bike, we provide helmets, rain suits, unlimited mileage, and 24-hour roadside assistance.  

Our Fit Shop is located in the back of the store, right in front of our parts and accessories department. Our team of Performance and Chrome Consultants is stationed there as well. The two areas work cohesively to take care of all of the customer’s needs and wants in a centralized section of the dealership.

Our Motorclothes department encompasses one quarter of our showroom floor, with the largest selection of apparel and accessories in the Midwest. Our boot and helmet selections are second to none, and we even have a wide selection for children and the family pet. The ladies love shopping for the latest in Harley fashion and are always excited for our many dealership events, where they can always count on excellent values throughout the store.

With leather couches placed throughout the dealership, our customers find a place to sit, relax, and share stories from the road while they enjoy a bag of our famous popcorn.  Large flat screen televisions strategically located throughout the dealership play music videos, sporting events, upcoming events and promotions.

Our service department is huge. Our team of 20 Certified Harley-Davidson Technicians ensures that customers receive prompt, professional and courteous service each and every time. With extras like free pick-up and delivery, free winter storage and a complete bike cleaning after every service, our customers know they’re always treated right at Woodstock Harley-Davidson.

Service Department

We hide nothing at Woodstock Harley. From our floor-to-ceiling glass-walled Dyno Room, to our 15 service bays, our customers love being able to walk in and say hello to their bike while getting a scheduled service or new parts installed. We encourage our customers to meet the service technician performing the work on their motorcycle and to ask questions. All bikes that are serviced are road-tested and go through our detailing line where they are washed, wiped down and polished, and every bike leaves with a full tank of gas. We offer climate-controlled storage (free to any military personnel who is deployed), and free pickup within 100 miles.

Training and Employee Motivation Practices

Woodstock Harley-Davidson utilizes a comprehensive mix of training programs designed to constantly increase each employee’s expertise and value to our customers.

These include:

1. Self-paced online training through Harley-Davidson University (HDU). HDU offers curriculum across all dealership disciplines. These include dealership management, motorcycle sales, Motorclothes sales, parts and accessories, motorcycle service, finance and insurance and dealership office administration. Training is ongoing, with employees earning monetary, paid time-off and recognition rewards for timely completion of required or optional online courses.
2. Instructor-led hands-on training for H-D Certified Service Technicians. Twice annually, our Certified Technicians rotate through training designed to build their expertise and enhance their diagnostic and break/fix capability.
3. Instructor-led hands-on training for Motorcycle Sales Consultants. All motorcycle sales personnel are enrolled in Harley-Davidson’s Master Sales Certification Program. Combined with HDU, this program involves a progressive course of study designed to provide each participant the maximum level of sales and product knowledge proficiency. Based on Harley-Davidson’s C.U.S.T.O.M. SALES PROCESS, salespeople can achieve official certification and become Master designated professionals.
4. Weekly practical application experience. Each week, all sales and customer service personnel participate in role-play training designed to test expertise in their area of responsibility, while building their confidence in an offline and stress-free environment.
5. Off-site team-building events. These events are held twice annually and help to improve inter-departmental communication and cooperation while delivering a consistently outstanding customer experience.

Through continuous education and reinforcement of our team-based philosophy, Woodstock Harley-Davidson achieves consistently high marks from our customers for delivering an outstanding customer experience. In fact, 75 percent of the people who walk into our dealership have had a long-term relationship with us or were recommended by someone to come see us!

Commitment to Customer Service

“Woodstock Harley-Davidson will deliver a flawless customer experience from each department, to every customer, every time.”

We achieve and maintain this impeccable level of service through the vigilance and commitment of every employee, in every department, on every customer interaction. The most important tool we use to achieve 100 percent customer satisfaction is listening. Our customers tell us how to please them every time they come to see us. Our responsibility is to ask, not tell. We treat customers with appreciation, respect and flexibility when exceeding their expectations. Here’s an example:

A regular customer of another dealership was involved in an accident late on a Sunday afternoon in Aurora, IL. This was just after our scheduled closing time, and 54 miles from our location. They attempted to contact their “home” dealership as well as several others. These dealerships were either closed on Sunday or didn’t answer their phone. The rider had been injured in the accident and needed to get medical attention, but didn’t want to leave their bike by the side of the road. Our Service Manager Garrett Urban was still here locking up and answered the phone when the call came in. Garrett listened to the customer’s situation and immediately took action to assist them. He pinpointed the location of their wrecked bike and told the customer we would be there “within the hour.” He then hooked up a trailer and personally drove down and picked up their bike. He maintained continuous contact with the customer to keep them informed and reassure them that their motorcycle was safe.

We stored the bike at no charge until the customer was able to come to the dealership and ascertain the damages and their options. Working closely with their insurance company, we provided them a repair estimate and gave them a loaner bike while their's was being repaired. Again, all free of charge. They now drive 60 miles each way just to have their bike serviced at Woodstock Harley and are preparing to purchase a new motorcycle from us.

Involvement in the Community

We demonstrate gratitude for our success by giving back to the community. We are strong supporters of the military and are committed to fighting children's illnesses. We are proud to host or take part in more than 40 biker runs/events each year. We feel fortunate to have been able to donate to over 100 schools, military-based fundraisers, VFWs, first responders, golf tournaments, athletic programs and other local charities.

Our facilities and grounds enable us to host events with more than 2,000 bikers. Live entertainment, onsite food service and ample parking for both motorcycles and automobiles let us throw the biggest and baddest events around. We are able to provide live entertainment outside or inside with a mobile stage and sound system. Our permanent side hangers and event tents provide coverage when needed.

During the winter, months our service department is converted into party central and allows us to accommodate vendors and charity partners, a music stage with live entertainment, food, beverages and even a dance floor!

Woodstock Harley is proud to host and sponsor one of the largest motorcycle-based charity events in the nation. The Little Angels Motorcycle Run takes place each May.  Little Angels is a loving home for children and young adults with severe disabilities and complex medical needs. It is a state-of-the-art facility offering round-the-clock skilled nursing, therapeutic and habilitation services in a warm, caring environment.  With more than 2,000 bikes on average and 2,500 to 3,000 people in attendance, this event is one of the largest charity pledge runs in the Midwest.