About Us | Harley-Davidson of Madison | Madison, WI
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About Us

"The best purchase I've experienced in many years. Old school customer relations and appreciation. The environment not the cold corporate numbers only gig. This dealership has traditional business values with emphasis on customer satisfaction. Big enough to provide outstanding sales and service and yet small enough to remain personal and honest. I highly recommend this dealership over many others. Well worth the drive."

- Customer Testimonial

The Team at Harley-Davidson of Madison focuses on Sales & Service but have expanded our MotorClothes® Apparel & licensed product, Genuine Parts & Accessories®, Financing, and Riding Academy® departments as well as added EagleRider® rentals to better serve our customer's wants & desires. Virgil and the team collectively bring almost 400 years of experience throughout the entire Dealership. Whether you've been riding all your life or you've never kicked a leg over a bike, everyone who comes through the doors at the Dealership become a member of the H-D of Madison family!

Going strong into almost a decade of operation in the Madison area, the H-D of Madison team continues to provide the kind of service that backs up our motto: “The Dealer Who Cares.”



(In order: Facebook, Instagram, YouTube, TikTok, H-D App, Travel Wisconsin, Google Maps, Bing Places, Apple Maps (not active yet), Yelp!)

About the Dealer Principal


Wisconsin-born Virgil "Wolf" Schulenburg served his country in the Navy for four years, including two tours in Vietnam. As a die-hard biker, he purchased a 1941 Knucklehead while in the Navy, and in 1976, rode it home from Seattle, Washington to rural Sauk County, Wisconsin.

In 1979, he purchased Sauk Prairie Harley-Davidson (Sauk City, WI) and the business stayed operational until 2016. Virgil had the opportunity to establish Harley-Davidson of Madison (Madison, WI) in April 2015. As of 2023, Virgil and his daughter, Rebecca, continue to dedicate their time and passion to the business.

In his downtime, "Wolf" likes to hunt and fish in Northern Wisconsin, Minnesota, Colorado, and Canada; enjoy the company of his team at the local watering hole; and work on his motorcycles in the Service department.


Photography on this website is attributed to Harley-Davidson Motor Company, Nikki Hennenfent with H-D of Madison, and Julian Ashford with Bandet & Company.

Dealership & Service Hours

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