Street Vibrations 2018 at the new Reno H-D

By Justin James

As you may know, Reno Harley-Davidson changed ownership earlier this year. To be expected, operations at the dealership have changed as well. General Manager Ray Wright and Parts Manager Steven Daniell took some time to give me the rundown on what is new at Reno H-D, even though I chose to harass them during their busiest time of the year. Reno H-D is now open 7 days a week with extended hours throughout all departments. The option to rent a Harley Davidson motorcycle will soon be returning to Northern Nevada through a joint effort between Reno H-D and EagleRider. Should you be in the market for a new Harley there is a good chance you can find what you are looking for at the Reno dealership. At the time I visited they had over 300 motorcycles, new and pre-owned, ready to find themselves a home.

The crew at Reno H-D also shifted gears for this year’s Street Vibrations. A DJ who was spinning a diverse collection of tunes replaced the live band you would traditionally see in the parking lot. There were several changes in the vendor lineup for this year. For those who prefer music notes over exhaust notes, the J and M audio semi, complete with interactive displays could be found in front of the service drive. Law Tigers was present to spread theword about their expansion into Nevada, which occurred earlier this year. Hard Drive was on site for the rally this year with an impressive display, showcasing performance-oriented products for Harley Davidson motorcycles. There was significantly more staffing at the dealership this year to assist the large crowds of customers and event attendees. Aside from the cathouse poker run tent, not much carried over from the previous years.


The most significant change that has been made under the new ownership involves the diverse markets they are reaching. In past years the Reno dealership seemed to cater almost entirely to the touring riders. That has all changed significantly. The dealership has greatly improved their offerings for the go-fast crowd. The lighter, more aggressive motorcycles in H-D’s lineup now have a strong presence on the sales floor. They have increased their stocking levels of aftermarket custom and performance parts as well. Reno H-D even sponsored 3 riders for the annual Carson City flat track race which takes place in late August.

The new owners of Reno H-D seem to have gone full throttle since getting in the rider’s seat. It is apparent that the dealerships primary goal is to serve every customer that comes through the door in the best manner possible. No matter what category of motorcyclist you fall into there is something for you at Reno H-D. The dealership has a great overall vibe. Go check it out for yourself.