Asheville – The roar of engines and the thrill of the open road are back in Swannanoa as Harley-Davidson of Asheville reopens its doors following the devastation caused by Hurricane Helene. The beloved dealership, a cornerstone for motorcycle enthusiasts in the region, has undergone significant renovations and is now ready to welcome riders once again.
Renovations Bring a Fresh Look
The dealership faced challenges during the recovery process, but the damage was relatively minor compared to many other businesses in the area. General Manager Steve Larson shared that the store experienced about a foot of water, which affected some clothing and parts, but thankfully, no motorcycles were lost. “Every bike was cleaned, inspected, and thoroughly serviced,” he said.
In the wake of the storm, the dealership took the opportunity to enhance its customer experience through renovations. The flooring has been replaced with sanded and polished concrete, giving it an industrial feel. The showroom has been painted in light gray with dark gray trim, creating a modern aesthetic. “The design gives the showroom an updated, modern look that we think enhances the customer experience,” Larson explained.
The customer lounge has also received a makeover with a new counter and plans for new furniture. Additionally, new wall systems have been installed to better display featured parts and accessories. These improvements not only elevate the visual appeal of the dealership but also aim to create a more inviting atmosphere for customers.
Community Support Fuels Recovery
The support from the community played a crucial role in overcoming the challenges faced during the recovery process. Larson expressed gratitude for the outreach from customers and local residents while the dealership was closed. “When someone buys a Harley-Davidson motorcycle, they become part of the Harley family,” he said. “We really felt the support and care from our Harley family.”
As Harley-Davidson of Asheville reopens, it contributes to the overall recovery of Swannanoa and surrounding areas. The dealership attracts not only local riders but also visitors from across the country who come to experience scenic rides like the Tail of the Dragon and Blue Ridge Parkway. “They will visit us after riding and then stay in local hotels, eat at local restaurants, and support not only Harley-Davidson of Asheville but other businesses while they are here,” Larson noted.
This ripple effect is vital for revitalizing the local economy post-hurricane. The reopening signifies a step towards regaining the vibrancy of Swannanoa, which has been impacted by the storm.
Exciting Events to Engage Riders
To celebrate its reopening and engage both long-time Harley riders and newcomers to the brand, Harley-Davidson of Asheville has planned two major events. The first event will take place on February 15, where they will unveil the new 2025 Harley-Davidson motorcycles. This event promises to attract motorcycle enthusiasts eager to see the latest models.
The second event is set for March 15, marking the Grand Reopening celebration. This occasion will not only thank customers for their support but also feature food, clothing, motorcycle specials, and more. Larson emphasized that they will recognize the rescue and recovery efforts by Savage Freedoms Relief in western North Carolina during this event.
As Harley-Davidson of Asheville reopens its doors, it stands as a testament to resilience and community spirit. The dealership is committed to serving the Asheville riding community and continuing the legacy of Harley-Davidson in this region. “We are more committed than ever to serving the Asheville riding community,” Larson said.
Motorcycle enthusiasts are invited to visit the newly renovated showroom, explore an expansive selection of new and pre-owned Harley-Davidson motorcycles, and take advantage of expert repair services in their state-of-the-art service department. With a stocked parts and accessories department offering everything from riding gear to custom parts, riders can expect high-quality products synonymous with the Harley-Davidson brand.
The reopening of Harley-Davidson of Asheville is not just about restoring a business; it’s about reigniting passion for riding and fostering connections within the community. As riders return to the roads, they carry with them a sense of adventure that defines Harley-Davidson—a spirit that remains unbroken even in the face of adversity.