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A Brief History of Harley-Davidson of Madison

Virgil a/k/a “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 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 realized 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, Rentals® 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 our 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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