The awards program honours the top dealers across the UK & Ireland authorised dealer network.
Harley-Davidson® is proud to announce Sykes Harley-Davidson as the winner of its prestigious ‘Dealer of the Year’ award for the UK and Ireland. This annual recognition celebrates the exceptional performance, commitment, and customer-focused service delivered by the brand’s authorised dealers across the region.
The winning dealerships were selected through a comprehensive evaluation process using both quantitative and qualitative criteria. The award recognises outstanding achievement across key business areas, including motorcycle sales, parts and accessories, MotorClothes® apparel, and, most importantly, exceptional customer experience. Dealers that earn this honour demonstrate operational excellence, brand leadership, and a deep dedication to serving their riding community.
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Harley-Davidson’s strong partnership with its dealers has been a cornerstone of the brand since its earliest days. Arthur Davidson, one of the company’s four founders, championed the pivotal role of trusted dealers in building a lasting motorcycling community. Now in its 123rd year, Harley-Davidson continues this tradition by honouring the dealers who uphold the brand’s high standards and bring its values to life every day.
Winning Dealerships across the UK and Ireland scooped up the following awards:
2025 Dealer of the Year – Sykes Harley-Davidson
2025 Customer Experience – Waterford Harley-Davidson
2025 Motorcycle Performance – Waterford Harley-Davidson
2025 P&A Performance – Leeds Harley-Davidson
2025 A&L Performance – Sycamore Harley-Davidson Wolverhampton
2025 Dealer Marketing – Warr’s Harley-Davidson
2025 Best Marketing Campaign – Warr’s Harley-Davidson
2025 Technician of the Year – Maidstone Harley-Davidson
2025 HDFS Top Volume – HarleyWorld Harley-Davidson
2025 HDFS Top F&I Performer – West Coast Harley-Davidson
2025 HDFS Top Certified Performer – Sykes Harley-Davidson
2025 HDFS Top Finance Penetration – West Coast Harley-Davidson
2025 HDFS Insurance – Sycamore Harley-Davidson Uppingham
2025 HDFS Value Add Products – West Coast Harley-Davidson
Kolja Rebstock, Senior Vice President, Harley-Davidson International Markets, said: “Our dealers are exceptional ambassadors of the Harley-Davidson brand, creating experiences and connections that last a lifetime. Winning this award reflects a team’s dedication to delivering the highest levels of service and customer care, values that make Harley-Davidson the incredible brand it is today. We are proud of our UK & Ireland dealer network, where authenticity, friendliness and expertise are at the core of every interaction.”
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For more Harley-Davidson UK news check out our dedicated page Harley-Davidson UK News
or head to the official Harley-Davidson UK website www.harley-davidson.com/gb/en/index.html
About Harley-Davidson
Harley-Davidson, Inc. is the parent company of Harley-Davidson Motor Company and Harley-Davidson Financial Services. Our vision: Building our legend and leading our industry through innovation, evolution and emotion. Our mission: More than building machines, we stand for the timeless pursuit of adventure. Freedom for the soul. Since 1903, Harley-Davidson has defined motorcycle culture with an expanding range of leading-edge, distinctive and customisable motorcycles in addition to riding experiences and exceptional motorcycle accessories, riding gear and apparel. Harley-Davidson Financial Services provides financing, insurance and other programs to help get Harley-Davidson riders on the road. Learn more at www.harley-davidson.com.
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