Motor City Harley-Davidson in Farmington Hills Opens $15M Dealership Replacement


Motor City Harley-Davidson will open a new $15 million, 106,000-square-foot complex on Friday in Farmington Hills.

The new complex, which will replace the company’s previous 34,000-square-foot facility, is located on 12 acres of land at 24800 Haggerty Rd. The project was designed by Neumann/Smith Architecture in Southfield.

“We have outgrown the facility that we are currently in,” says Craig Collins, a partner and general manager of Motor City Harley-Davidson. “It’s not efficient, (and) it was a logistical nightmare because we had two separate warehouses along with our store.”

The new facility, which will employee 70 staff members, will feature a 34,000-square-foot showroom with a media center, a 15,000-square-foot brew pub, an on-site Harley Davison Riding Academy that offers instruction and a state-certified riding course, and a 12,000-square-foot storage area, which will allow for storage of up to 1,200 motorcycles.

The new facility will also feature an indoor and outdoor space that will serve as a gathering place for large groups of motorcycle riders.

“We want to crush the stereotype of the old biker deal, and outreach to people who would not normally come to our dealership,” Collins says. “We have a motley crew of customers, from lawyers to doctors, and they all like to ride Harleys.”

A grand opening event and ribbon-cutting ceremony will be held for the new location on Friday and feature live music, attractions, food trucks, and vendors. Oakland County Executive L. Brooks Patterson, Farmington Hills Mayor Ken Massey, and Tom Celani, owner of Motor City Harley-Davidson and Freedom Hill Amphitheater in Sterling Heights, are expected to be in attendance.

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