Colorado Harley dealer shuts down after 25 years, marking another closure in challenging market
High Country Harley-Davidson, a well-established dealership with locations in Frederick, Colorado, and Cheyenne, Wyoming, has announced that it will permanently close both stores at the end of the month, marking 25 years in business.
The news was shared via an emotional online statement, thanking customers for their loyalty and the memories they have created.
“This decision was not made lightly,” the team wrote, acknowledging the impact on their community of riders. “Every mile, every memory, every roar of the engine — it’s been an honor to share it all with you.”
Customers are being encouraged to visit the stores during their final month of operation. Details on the closures have been posted on the dealership’s website.
This shutdown is the latest in a growing list of Harley-Davidson dealership closures across the U.S. in recent years. In 2024 alone, several high-profile stores shuttered, including legacy locations in San Francisco, New York City, and Illinois. Reasons cited ranged from economic challenges to ownership changes and corporate restructuring.
Harley-Davidson has faced mounting pressures in the domestic market, reporting a $117 million loss last year and a 13% drop in U.S. sales. CEO Jochen Zeitz, who took over in 2020, recently announced his departure amid internal boardroom conflict, following efforts to refocus the brand on core touring products and digital strategy.
Despite having more than 650 dealerships nationwide, the closures reflect broader challenges in the powersports retail sector as brands, dealers, and customers adjust to changing market conditions.
Riding motorcycles is a dying hobby unfortunately. I ride sport bikes but almost every dealer I’ve visited says all motorcycle sales are falling way off, dirt bike sales remain relatively steady, and SXS sales are up.
Not to mention, with Thunder Mtn HD in Loveland, and Elway HD in Greeley, 2-3 Mile High HDs around the Denver, it’s already a saturated market.
It is not a dying hobby…and sales are down in cars, homes, everything…not just motorcycles.
It’s not a dying hobby…..HD has priced themselves out of touch with the middle class. Who wants to buy a new bike at their exhorbant prices .
They’re a lot cheaper now than when I bought a new FXRS in 1992! ($24,600 in today’s dollars) And they have much larger engines, fuel injection, ABS… Much better deal now.
HD need to update models lower prices and get a lot more reliable. Other brands with better prices and more reliability. I hate to say it as well HD has a very bad name with the younger crowd, a lot of that is due to the people that buy them.
Harley has issues, plain and simple! Bikes cost too much, the target market is dying off and their “New” direction alienated a LOT of their customer base that was left. Even their management knows their ship is rudderless….
They need to get rid of that CEO he has destroyed the company and knows nothing about the Harley Davidson family
One problem with HD is that you pay more every year for the same bike as last year. Other manufacturers are advancing their products catching the eye of younger riders. I myself quit buying Harleys and I am in my 60s. To expensive to buy a bike with the same technology as 15 years ago. New paint and new engine just want cover the cost of a new bike.
Kawasaki Suzuki Honda oprilla BMW. Are making bikes for the younger generation, not the same old bikes with different names and high prices H.D has miss out on a great opportunity these companies make sports bikes and bikes for everyone not just the same thing every time and slap on a new name for it
HD has had issues for quite a while they need to get with times and update models. Most of the younger crowd don’t like them. Other brands are more reliable and look better. The $$$ is horrible with them as well.
Especially since anytime you go to the shop typically cost more than what it would cost to do the same to a car
Harley Guys are the only riders that often don’t Biker Wave. Seems Arogant, I wouldn’t have a Harley.