“Harley-Davidson.” When you hear those words, it brings up a variety of images: Wind flowing past as you drive your bike down a winding two-lane highway. Safe, well-made motorcycles. Even leather-dressed riders on cool bikes painted with flames.
St. Croix Harley-Davidson/Buell is all that and much more. Dell and Ginger Zehm are celebrating their 25th year of owning this New Richmond dealership. In that time, they’ve dramatically grown the business, with more and larger buildings and a wider variety of bikes.
People come from all over the United States (and from Europe) to do business at the dealership, located at 2060 Highway 65 N.
They know that the staff is knowledgeable about everything sold at St. Croix Harley-Davidson/Buell, from the huge selection of motorcycles to parts, service and clothes. “To date, we’ve sold more than 10,000 bikes,” said Ginger. “In 2008, we sold around 600.”
In addition to motorcycles by Harley-Davidson, the company also sells Ural Side Car motorcycles.
Plenty of available bikes
It’s easy to start riding Harleys, because they often cost less than people realize, explained Ginger.
“Some people buy them at the entry level, then add on accessories as they go. We have motorcycles at all different levels, appealing to a variety of riders. The top of the line is the Screamin’ Eagle, which has lots of chrome and customization. That’s what Dell rides.
“Some of our customers are very choosy about their bikes — they like to have them just ‘so.’ We can accommodate that,” she said.
There used to be a five-year waiting list for new Harley-Davidson motorcycles, but those days are over.
“There’s no waiting list any more,” said P.K. Krauss, marketing coordinator. “Now, you can come into the store and leave with a motorcycle.
One of Harley-Davidson’s latest options is Anti-Lock Brakes (ABS). “They’re an option on our larger touring bikes, as are security systems,” stated Ginger.
Expert, helpful staff
If you’re looking for a motorcycle but are unsure exactly what you want, Ginger said her staff will be happy to work with you. Our sales staff, is very personable, and really knows our products,” said Dell. “They are great at finding the right bike for the right person. And our general manager, Jesse Pereboom, is also very knowledgeable and tech-savvy. There’s no part of this business that he doesn’t know.”
“They really love motorcycles and riding, and can relate to our customers,” said Krauss.
Ginger said that, when the weather is nice enough, customers can test-ride various bikes.
“Come in, ride what’s in stock. Just sit on the bikes and see what’s comfortable for you. We will demonstrate every model, to see what fits you and your needs,” Ginger noted. “I am a new rider, and I had to sit on every model to see what I was comfortable on,” agreed Krauss. “I was surprised to learn the bike I thought would work for me was not the fit I wanted.”
“You want to combine functionality with the fit,” explained Ginger. “A big hurdle is height. A small person just won’t fit on a big bike. Luckily, Harley-Davidson has something for everyone.”
Financing
St. Croix Harley-Davidson/Buell has a full financing and insurance department.
“We work with several lenders — some local, some through Harley-Davidson Financial Services,” said Ginger.
“This allows us to find our customers the best possible options,” Said Ginger.
“We’re an MSRP dealer,” she continued. “That means we have never sold our bikes for more than Harley-Davidson’s suggested retail price. Motorcycles start around $7,000 up to the top-of-the-line Screamin’ Eagle, which can be $30,000-plus. Most of our customers average $10,000 to $15,000 for new vehicles.”
Used or rental options
“We sell both new and used motorcycles,” said Ginger. “We have more than 100 used on hand. The used vehicles are thoroughly inspected by our staff, and made to be road ready before they even roll onto the showroom floor.”
She said that new riders often buy used bikes. “It’s a great way to get into riding a motorcycle, and they may be more in people’s price ranges. There are a wide variety of pricing, colors, models and accessories.”
St. Croix Harley-Davidson/Buell also keeps a rental fleet of 25 to 30 motorcycles. “There’s a variety from which to choose, from Sportsters to Baggers (the latter is a touring model),” said Ginger.
Who rents a motorcycle? “Often, they’re people who are considering buying one, but want to try it first. Some rent for an out-of-town trip— Wisconsin is very scenic, and a Harley is a great way to see the area.”
She noted that a portion of the rental price will go toward the purchase of a new motorcycle if the customer chooses to purchase within a year of the rental.
“We only rent new bikes — our rental fleet is new every year.”
Accessorize your look
In addition to motorcycles, St. Croix Harley-Davidson/Buell has a large selection of collectibles and Motorclothes (as the clothing line is named).
You will be amazed at the range of clothing and merchandise available with the Harley-Davidson logo. There’s everything from riding leathers, vests, jeans and boots to fashion sneakers and necklaces, pool tables to patio furniture. You can choose picture frames, clocks, blankets, watches, jewelry and more. Clothing runs from newborn up to adult size 6X.
The store just doesn’t have enough room to carry all the furniture in stock, but Motorclothes manager Valerie Fox will help you with your purchases.
“Valerie has extensive product knowledge, is great with people and is really upbeat,” said Ginger. “We’re starting to get in our spring line of everything from riding essentials to fashion pieces.”
She said that some merchandise comes directly from Harley-Davidson, others from licensed vendors.
Incredible staff
“Our staff are experienced in their fields, and are riders,” emphasized Dell. “We love riding, so we know what our customers feel. Our enthusiasm can be felt by our customers.”
“We welcome kids and pets in the store,” added Ginger. “We’re very kid- and pet-friendly. We’re just a big group of animal lovers!”
“What really makes St. Croix Harley-Davidson special are the owners,” Said Desio. “Dell and Ginger are not only the owners of St. Croix Harley-Davidson, but they are like family—and that makes a tremendous difference.”
“Dell is passionate about what he does — the people who work for and with him, the products. He also loves a challenge and is great at analyzing numbers,” Ginger said. “Ginger is dedicated and passionate toward her work, fellow employees and Dell,” stated Pereboom. “She has a contagious laugh, and is compassionate and caring both toward people and animals. And, she’s a sharp dresser!”
Service
Service manager Greg Friberg said that St. Croix Harley-Davidson/Buell is a full-service dealer.
“Our factory-trained technicians have lots of experience — many had prior motorcycle repair experience before coming to us. They continue their educations and training by attending the Harley-Davidson University online and in Milwaukee throughout the year.
We also have a knowledgeable service advisory staff. When you call for a service appointment, they’ll walk you through your problem and can give you a close estimate on how long it will take.
“With our ‘quick service program’ for oil changes and tires, no appointment is needed,” he noted. “We can also install various quick-mount accessories without an appointment, depending on the day’s workload.
“We also do in-house performance work — we don’t send it out, like some dealers do.”
St. Croix Harley-Davidson/Buell purchased a dynamometer several years ago. The 48-inch precision balanced drum is used to measure a bike’s performance, and is especially useful in the winter, when technicians can’t ride motorcycles outside after servicing them.
“The dyno can accurately diagnose performance or driveability problems in vehicles at speeds up to 200 mph, providing safe, reliable road testing right in the shop,” said Friberg.
Storage
Don’t know what to do with your motorcycle during the winter? Store it at St. Croix Harley-Davidson/Buell!
“For the last four years, we’ve been able to offer this service,” explained Ginger. “We can store about 500 bikes in a building that’s heated, secure and climate controlled.”
Included in the storage fee is an oil change and stabilizer. Each motorcycle is hooked to a battery charger, so that its battery won’t deplete during the winter.
“You can also get work done on your bike during the winter,” she noted.
People start picking up their bikes around April 15.
“When you retrieve it, your motorcycle will be washed and waxed, too.”
H.O.G.
The dealership is home to the St. Croix Valley chapter of Harley Owners Group (H.O.G.), a national organization of Harley-Davidson owners.
“In the winter, we meet once a month,” said Dell, “for dinner and speakers.”
The group kicks off the riding season in April with a roadside cleanup (which they also do at the end of the season) along Highway 65. During the riding season, the chapter meets every Wednesday for a dinner ride in the St. Croix Valley.
“We may have up to 100 people,” said Ginger. “In December, we hold a big holiday party in Stillwater. There are also other social events throughout the year for the members.
“Owning a Harley is a lifestyle,” she said. “You’re part of a family — there’s lots of camaraderie. When you buy a bike from us, we pay your first year of membership dues in both the local and national H.O.G. groups.
The St. Croix Valley H.O.G. group has sponsored a college scholarship fund for about a decade, explained Ginger, in partnership with the St. Croix Valley Community Foundation.
Fundraising for Charities & Upcoming events
The Muscular Dystrophy Association is Harley-Davidson’s charity of choice, and St. Croix Harley-Davidson raises money for the MDA through various events. They also donate to the Home for Life Animal Sanctuary in Star Prairie, WI.
“Because we’re very family-oriented, we try to have family-friendly events,” stated Ginger. “For example, we have an annual photo contest for kids age 10 and younger. On the first Saturday of December, we offer free photos with Santa.”
On good Friday every year they host the Eggstra-Ordinary Event. The free day usually features photos with the Easter Bunny, and a small petting zoo of rabbits and chicks, face painting and treat bags for the kids.
“We typically get hundreds of people coming to that,” said Krauss. “It’s something positive for parents to do with their kids.”
In August will be the “Cutest Little Harley Face” photo contest. The dealership also participates in the Toys for Tots drive each year, and works with disabled vets.
Riders will discover other events during the year; visit the dealership’s Web site for specifics, or drop into the shop.
Awards
St. Croix Harley-Davidson/Buell is very active in the New Richmond community, and has received recognition for the employees’ work. In 2006, the company was named “Small Business of the Year” by the New Richmond Chamber of Commerce. The dealership has also been recognized by Harley-Davidson.
“Out of the 24 years we’ve participated in the company’s ‘Bar and Shield’ program, we’ve won 18 awards — 11 gold, five silver and two bronze,” Dell reported proudly. The awards are not based solely on sales, but also on events held and the overall dealership. According to Zehm, not every dealership receives the awards.
“We owe our success to a number of factors,” said Ginger. “We’re in a good rural location that is a short scenic ride from the Twin Cities; We carry everything Harley-Davidson has to offer; We’re very loyal to our customers; and our friendly and knowledgeable employees offer outstanding customer service.”
