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H-D POWER PROFILE – Sauk Prairie Harley-Davidson/Buell, Inc.

May 19, 2005
Filed under Features

SAUK PRAIRIE HARLEY-DAVIDSON/BUELL, INC.

CONTACT
836 Phillips Boulevard
Sauk City, WI 53584
608/643-3735
www.spharley.com

OWNER
Virgil W. Schulenburg

BUSINESS PROFILE
Schulenburg purchased the dealership in 1979 at its current location, and recently expanded it to 72,000 sq. ft. Carries Harley-Davidson and Buell. 50 employees.

GREATEST CONCERN
“I don’t know if there’s any one thing I’m concerned about,” says general manager Crystal Mundt. “There has been a lot written in newspapers about noise and ensuring that we and the general public can all work together regarding the noise issue. And that’s not just the street motorcycling industry-it’s dirtbikes, four-wheelers, anything with a potentially loud exhaust.”

WHAT’S HOT?
Sizzling at Sauk Prairie: any touring model, including the Harley-Davidson Electra Glide Classic, Ultra Electra Glide injected, and Road King. Bestselling accessories are “anything chrome,” says Mundt.

CUSTOMER BUYING TRENDS
When asked if her dealership has a typical customer, Mundt says, “Not anymore, and I think that’s due in part to Harley’s marketing. We get a lot more women customers — that demographic has gone from basically zero years ago to 15% to 17% now. And we see a lot of families-the mother, father, and kids are all riding.” Mundt says that since “day one” the dealership has had an after-sale accessories department “that’s not just part of P&A. We have four chrome specialists” to help customers accessorize their motorcycles immediately after purchase.

ANTI-POWERSPORTS ISSUES
Mundt says there are no anti-motorcycle issues in Sauk City. “In fact, we’re in the middle of planning our 20th Freedom Ride to benefit the Muscular Dystrophy Association, and we get awesome support from the community.”

PARTS AND SERVICE
Sauk Prairie has 20 employees in parts and service, including four parts salespeople and 11 service technicians. “Six of them are Master Technicians of Technology, the highest ranking from Harley-Davidson,” says Mundt. “We’re constantly changing procedures to make them better. Our ‘big thing’ is sending all the service technicians and service writers to training each year to keep updated on the newest developments.”

PROMOTIONAL HOME RUNS
“Sauk City is halfway between the City of Madison and the resort area of Wisconsin Dells, right on the Wisconsin River,” notes Mundt. “It’s a pretty small community of about 3,400 people. Visitors can’t believe all the motorcycles in town. They’re coming to our dealership because this is such a pretty area in which to ride. We have some of the best roads in southern Wisconsin. Sauk Prairie HOG meets at our store, and we have close to 300 members.”

WORDS OF ADVICE
Mundt, who is in her 18th year in the industry, says that the dealership has several long-term employees. “Most have five to 15 years of longevity, and there is very low turnover. It’s a good, dedicated staff.” What does Mundt advise her employees? “Focus on the customer. We really have to focus on the customer’s needs, who they are, what they’re about — not just that they’re bringing in dollars to spend here, but that they’re actual people, human beings, and we need to make their shopping environment pleasurable and treat them with respect and integrity.”

—Julie Filatoff

If you would like to share your story with the readers of Powersports Business, please contact Julie Filatoff at filatoff@cybermesa.com.

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