Seeking to connect with a younger generation of riders, Milwaukee Motorcycle Co. in 2019 will open a downtown Harley-Davidson dealership about a block from the new Bucks arena.
“There’s a tremendous number of people who might not otherwise visit dealerships in outlying areas that would like to visit a downtown location, plus it lends an urban, trendy atmosphere,” said Ozzie Giglio, CEO of Windy City Motorcycle Co., an affiliate of Milwaukee Motorcycle. “It’ll appeal to, I think, not only our core audience but to a broader and more young demographic that I think is good for the brand, and good for motorcycling in general.”
The showroom and dealership will be in the first floor of the former National Ace Hardware building at Fourth Street and West McKinley Avenue. Milwaukee real estate companies WiRED Properties and Phelan Development own the site and plan to rehab the building over the next year.
Downtown Milwaukee Harley-Davidson will sell bikes, Harley clothes and other merchandise, including rentals and will have a service station.
“Being next to the Milwaukee Bucks arena and its entertainment block means the dealership can fit Harley-Davidson into the experiences offered into the area,” Giglio said. “The dealership plans to have acoustic music nights, pre-parties scheduled around arena events and beer and wine tastings, for example.”
The exact timing of the 2019 opening is not yet determined.