Harley-Davidson held its annual awards night for UK and Ireland dealers last month, with Sykes Harley-Davidson scooping the top ‘Dealer of the Year’ gong. Sykes, based near Eastbourne, also won an award from Harley’s financial services arm, and other multiple winners included West Coast Harley, Glasgow and Warr’s in London.
Harley says the winning dealerships were selected through a comprehensive evaluation process, and the awards recognise outstanding achievement across key business areas: motorcycle sales, parts/accessories and apparel, as well as customer experience ratings.
Kolja Rebstock, Harley’s senior VP, international markets, said: “Our dealers are exceptional ambassadors of the Harley-Davidson brand, creating experiences and connections that last a lifetime. Winning this award reflects a team’s dedication to delivering the highest levels of service and customer care, values that make Harley-Davidson the incredible brand it is today. We are proud of our UK and Ireland dealer network, where authenticity, friendliness and expertise are at the core of every interaction.”
All the Winners
- 2025 Dealer of the Year
Sykes Harley-Davidson, Lewes, East Sussex - 2025 Customer Experience:
Waterford Harley-Davidson, Ireland - 2025 Motorcycle Performance
Waterford Harley-Davidson, Ireland - 2025 P&A Performance
Leeds Harley-Davidson - 2025 A&L Performance
Sycamore Harley-Davidson, Wolverhampton - 2025 Dealer Marketing
Warr’s Harley-Davidson, London - 2025 Best Marketing Campaign
Warr’s Harley-Davidson, London - 2025 Technician of the Year
Maidstone Harley-Davidson, Kent - 2025 HDFS Top Volume
HarleyWorld Harley-Davidson, Chesterfield - 2025 HDFS Top F&I Performer
West Coast Harley-Davidson, Glasgow - 2025 HDFS Top Certified Performer
Sykes Harley-Davidson, Lewes, East Sussex - 2025 HDFS Top Finance Penetration
West Coast Harley-Davidson, Glasgow - 2025 HDFS Insurance
Sycamore Harley-Davidson, Uppingham, Rutland - 2025 HDFS Value-Add Products
West Coast Harley-Davidson, Glasgow