Bikers Dream: Harley Dealers' Nightmare?
BIKERS DREAM: HARLEY DEALERS' NIGHTMARE?
WHAT DO YOU DO IF you're dissatisfied with your local dealer’s parts and service departments? Well, if you’re Dennis Campbell, you take matters into your own hands.
“I started Bikers Dream because the local dealers and Harley-Davidson aftermarket companies were incompetent,” declares Campbell, whose nationwide operation has grown to include 11 stores since he founded it in 1990. “They didn’t offer a wide variety of products and the service was poor.”
So, with cash advances from four credit cards, Campbell procured inventory for his dealership-to-be. The result is a full service shop, a parts and accessories department, and an apparel line that has outfitted the likes of Bo Jackson and ZZ Top.
Because the operation is not franchised by Harley-Davidson, Bikers Dream does not sell new motorcycles. But that doesn’t stop the store from offering used units.
Most recently, Bikers Dream has gone mobile. Campbell debuted what he calls “the world’s first rolling motorcycle store” during this year’s Bike Week in Daytona Beach, Florida. The 18-wheeler sports a 2000-square-foot showroom complete with display fixtures, 25 motorcycles and $1 million in inventory.
As impressive as his business is, Campbell’s future plans are even loftier. Says
Campbell, “I want to turn Bikers Dream into the dominating retail force in the world of Harley-Davidson aftermarket.” What does the Motor Company think about that? According to Clyde Fessier, Harley’s accessories director, operations of this ilk are doomed to fail. “As our production increases and supply catches up with demand, those alternative stores will have to rely on clothing and
accessories to survive. People are brand-conscious with clothing and our accessories’ fit, finish and quality are the best in the marketplace. In the long term, I don’t see a future for these alternative stores. The franchised Harley dealership will remain the focus of the activity.”
That may be. But until then, Bikers Dream is doing a booming business.
Wendy F.Black
