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, Tracy Lancaster
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, Bell Helmets, Mod Jewelry, Soul of the Rose Jewelry, Wiley X, Gerbing's Heated Clothing, Milwaukee and Harley-Davidson Boots, Tucker Rocky, Shark, Fox, Fly Triumph
Harley-Davidson, Kuryakyn, Vance & Hines, Rinehart, Cobra
Parts and Tools: 
Harley-Davidson, Screamin' Eagle, KTM, Triumph
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

We will “fulfill dreams of personal freedom” 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

The first thing a person sees when they walk into Woodstock Harley is a sea of bikes. The one word we get the most from our new customers when asked what their initial impression on our selection of bikes.... Astounded! We have more than 300 new and used Harleys on the showroom floor for our customers to choose from. We pride ourselves on being the largest dealer in the Midwest.  
We are one of the few dealerships to have a rental fleet. With more than 300 new bikes in our fleet, we are proud to say we are the largest authorized Harley-Davidson rental dealer in the world.  Our rental department is just to the left when customers walk into the dealership. 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 are stationed there as well. Together the two areas work cohesively to take care of all the customer’s needs and wants. 
Or 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. We even have a wide selection for the family pet and children. The ladies love shopping for the latest in Harley fashion and are always excited for our open house and cabin fever parties where they can find store wide values. 
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. 
On movie night, we convert our deposit row into a screening room with our 20 foot screen and projection system. We host films like the popular "Why We Ride" documentary as well as live sporting events like motocross championships. Folks enjoy a slice of pizza and a beer or a bag of popcorn, candy and soft drink. 
Please check out our dealer overview video.

Service Department

We hide nothing at Woodstock Harley. From our floor-to-ceiling glass-walled dyno room to our 20 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.
We are especially proud of our performance division. This elite group of technicians takes factory engines and builds powerful works of art comprised of high flow intakes, custom cams and heads, exhaust systems, all tuned to purr on the open road.  These guys works closely with our service advisers and the customer to insure the engine work preformed is the right fit for the bike, the customer and the kind of riding the customer will be doing.  
We recently added our own machine shop where our Performance Division technicians are able to customize parts to fit the needs of their custom builds. This not only insures the quality of work and safety we demand in all of our service work, but it also lessens the time the customer is without their bike, and more importantly off the open road.

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

From the moment a customer walks through our doors, they are walking through their home away from home. It’s more than just the sale to us. We guide our customers through the entire process of finding and maintaining their dream bike. 
Weather it's our sales team working closely with our Performance and Chrome consultants to make sure the customer is properly fitted to his/her new bike with all the accessories they desire; to having one of our MotorClothes team members teach the customer how a jacket and helmet should properly be sized and worn; to one of our service techs walking the customer back to his/her bike and showing them the work being done, we pride ourselves on that cultivation of customer into family member. 
With every motorcycle purchase, our new family member is given two free T-shirts, dealer shop towel and decal as well as a parts catalog. They get to ring the large bell on the showroom floor letting everyone know they are now part of the family and are immediately welcomed with applause and whistles throughout the entire dealership. 

Involvement in the Community

At Woodstock Harley-Davidson we pride ourselves on being an event-driven dealership. Hosting and participating in fundraising events is our way of demonstrating our 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, bullying and in favor of animal welfare. We are proud to host or take part in more than 50 biker runs/events each year. We feel fortunate to have been able to donate over $250,000 in product, gift certificates and services  to over 100 schools, military-based fundraisers, VFW posts, 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. We even have held outdoor concerts on our grounds for the community.
In 2013 we launched a Stadium cross race series at the McHenry County Fair Grounds, We designed and built the track. We held six races and had over 20 classes including mini, quad, vintage and pit bikes. The town of Woodstock embraced our race series with families coming out with their kids to watch the races. We were even asked to host a race during the county fair. The success of our race series has carried over into 2014, and our races are sanctioned by the AMA.
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 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 rehabilitation 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, raising tens of thousands of dollars each year.