Harley dealer to consolidate dealerships in ‘journey to Middletown”


Delaware’s Harley-Davidson dealer will consolidate to one location in Middletown in  coming years, the company announced.

Rommel Harley-Davidson hired Fresh Design Group International to design the new dealership. The project completion target date is 2020.

“Rommel Harley-Davidson,  currently located in New Castle, will ultimately transition to the new facility,” according an announcement from the company. The dealership will be known as Diamond State Harley-Davidson.

“Rommel is known for delivering an outstanding customer experience. This new facility will provide our customers with what they’ve been telling us they want, like expanded service capabilities, a larger selection of motorcycles, a huge parts and accessories inventory, the latest in Harley-Davidson  fashion and most of all a great location with tremendous amenities close by,” stated Dave Rommel, owner and dealer principal. “It will also be one of the only Harley-Davidson dealerships in the country to have a permanent memorial dedicated to our American heroes including military and first responders,” Rommel  added.

“Riders in the area needn’t worry,” said Rommel Harley-Davidson  President Brad Hopkins. “We, at Rommel, are committed to the brand, the lifestyle and the people who share our passion for riding Harley-Davidson motorcycles. The Smyrna location is ideally situated in the central part of the state and will serve the riding community well until our new Middletown facility is completed. The new dealership in Middletown will be the premier place for all Harley enthusiasts and their families.”

The News Journal  reported the Rommel dealership in  Seaford will move to Salisbury, MD, with the New Castle dealership being shuttered in early July with  staff moving to Smyrna

Rommel acquired the highly visible   New Castle and Smyrna locations from Mike’s Harley Davidson several years ago.

The New Castle location near the Delaware Memorial Bridge even featured a restaurant for a time. The sprawling  Smyrna site is visible from heavily traveled Route 1.

Harley-Davidson,  like automakers, has been encouraging more consistent store formats as the company struggles with an aging base of riders and a lack of success in attracting younger people who prefer Japanese brands.

The move below the canal may provide a boost to suburban dealer  Hannum’s Harley-Davidson, which has a store near the Delaware line in Chadds Ford, PA and advertises in the Delaware market. 

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