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Iconic North Carolina dealership renamed

The namesake of legendary drag racer Ray Price will no longer grace the name of two North Carolina powersports dealerships,  according to a report from the News Observer. 

The dealership — Ray Price Harley Davidson/Triumph, a 2016 Power 50 dealership — had recently changed hands in late 2017, and new owner John Marotti wanted to keep the name. But when Price’s widow, Jean Price, sold the dealership, it was on the condition that her late husband’s name would be retired.

“It just wasn’t available for sale,” said general manager Mark Hendrix said. “Once she didn’t have control of the brand or the performance of the business, she didn’t want to take the chance it might not stay the way he [Ray Price] would expect.”

An exhibit at the dealership displaying six of Price’s drag motorcycles and honoring his legendary career will remain in place on the second floor of the dealership.

After being Price’s namesake since Price founded the dealership 35 years ago, the Raleigh, North Carolina-based dealership will now be called Tobacco Road Harley-Davidson and Triumph Raleigh. The name will officially change on Friday.  

To read the full report, click here

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