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A Brief History of Harley-Davidson of Madison

Virgil a/k/a “Wolf” Schulenbinline_oa2792282f8934c8eb2b388bf73789fd_96dcf5ecf995.pngurg 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 1975 rode it home from Seattle, Washington to rural Sauk County, Wisconsin. In 1979, he purchased Sauk Prairie Harley-Davidson, Sauk City, WI.

Over the years we’ve transformed from primarily Sales & Service to a full line of all things Harley-Davidson®, enabling you to fully emerge in the lifestyle of riding the world’s greatest motorcycle. It was from the earliest days, we realinline_e5f49f36b49e90f686a2352fbe5b6367_425e27c8a8f3.jpgized we needed to stand out from the others and adopted the motto “The Dealer Who Cares.”We remain focused on Sales & Service but have expanded our MotorClothes® Apparel, Genuine Parts & Accessories, Financing, and Riding Academy® Departments to better serve our customer’s wants and desires. Virgil had the opportunity to establish Harley-Davidson of Madison, Madison, WI in April 2015. He and his team brought with them years of experience operating the Sauk City location. We are very happy to bring a whole new attitude to the Madison Metropolitan area and hope that we can help you realize the dream of owning and riding a Harley-Davidson® motorcycle.

Harley-Davidson of Madison proudly sponsors and participates in a number of local and national charitable events; the largest being oinline_a3dbaceb25628fba4faf36fc4f470a41_126f64b5aff9.pngur Freedom Ride to benefit MDA, Muscular Dystrophy Association. We have raised well-over $2 million dollars over the last 31 years. We consistently are in the top five of U.S. dealers raising funds for this worthy cause and officially the longest running, consecutive Harley-Davidson® benefit ride for MDA in the United States.

Harley-Davidson of Madison earned the prestigious Bronze Bar & Shield Circle of Recognition Award for 2016. Presented by Harley-Davidson Motor Company, this award is given to dealers based on motorcycle and related product sales performance, customer service and satisfaction, and operational measures.

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