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Michael Veracka acquires 76-year-old Harley-Davidson dealership; adding 50 staff

Dave McMahonMay 5, 2021

Michael Veracka, one of the fastest-growing Harley-Davidson dealership owners in the U.S., has added another location to his growing stable. The newest member of the MOD Enterprises family of dealerships is Volcano Harley-Davidson in Vancouver, Washington. It was formerly named Columbia Harley-Davidson.

Volcano Harley-Davidson will become the newest member of the MOD Enterprises family of dealerships located in California, Arizona, Colorado, Kansas and Washington.

Michael Veracka is the new owner of Volcano Harley-Davidson in Vancouver, Washington.

“I’m excited to add Volcano Harley-Davidson, expanding our west coast footprint into the Portland metro, growing ridership throughout the Pacific Northwest,” Veracka said. “The team at Columbia H-D and the Rodgers family have done a great job over the past 76 years building both a community of Harley riders in the Vancouver area as well as a great business. MOD Enterprises was founded by riders, built for riders, and we are dedicated to passing that passion along to others. I am 100% committed to the Harley-Davidson brand and the sport of motorcycling along with our great team at each location.”

The new owner is currently hiring for all departments to add an additional 50 team members from general manager and sales management to service technicians and porters.

“My company’s structure allows us to take existing stores that do an exceptional job and build them into world class organizations as we increase staffing levels, marketing spend, and inventory levels. Our industry leading compensation plans allow us to attract top industry professionals,” Veracka said.

“Over the past several acquisitions, we have grown the Harley-Davidson markets exponentially in each location. This aligns with Harley-Davidson’s strategy of growing ridership as we introduce thousands of new Harley-Davidson riders each year to the sport. As we continue to grow the MOD Enterprises dealer group, we continue to set the gold standard for what world class looks like.”

Veracka currently operates six Harley-Davidson dealerships, with all six being some of the highest new bike volume dealerships in the world. Veracka’s dealerships have been awarded multiple Harley-Davidson Bar & Shield Awards (including two Platinum awards), PSB Power 50 Awards and Best Place to Work Awards over the years.

Veracka’s continuous growth has given current team members the opportunity for growth within the company as well as bringing on additional industry top performers to keep the Harley-Davidson brand at the forefront of the powersports industry.

“I’m excited for another opportunity to grow and develop the Harley-Davidson market share along with positively impacting the entire motorcycle community in the Greater Portland area. Our organization is also committed to continue developing the top performing management teams in the industry. We strive to be the highest volume, customer satisfaction and employee satisfaction to really exemplify what a world class retail establishment looks like,” he said. “I have an aggressive growth strategy to continue expanding into additional new markets in 2021. This has allowed me to continue paying over market value on acquisitions as we add dealerships to our group. We typically finalize our deals in less than 30 days whereas many deals with inexperienced buyers often take over a year.”

“Michael was looking to expand in the Pacific Northwest and the timing was perfect for our family as we looked to exit the Harley-Davidson business in Vancouver. We were able to discuss a seamless transition. His experience in the Harley-Davidson industry as a world class operator made the transaction simple and straightforward,” said Columbia H-D owner Jennifer Rodgers.

MOD Enterprises group of stores are top performers in each of their markets. Volcano Harley-Davidson plans to also be a top performer and to continue building the Harley-Davidson community in the Greater Portland area one premium customer experience and one new Harley at a time, according to the company.

Veracka’s MOD Enterprises family of Harley-Davidson stores consists of: