New-look Harley Heaven and Joe Rascal dealerships open

With the distribution of former Peter Stevens Motorcycles franchises to new owners now complete, the Harley-Davidson side of that empire recently held their official openings under new ownership. The former Harley Heaven network is now split across two owners – Motorcycle Holdings and Joe Rascal Group.

As previously reported, Peter Stevens Motorcycles went into administration in May, after which Motorcycle Holdings and Joe Rascal Group acquired most of the 15 dealerships that comprised the Peter Stevens Motorcycles retail network in late June.
Motorcycle Holdings acquired Harley Heaven outlets in Sydney (Tempe), Penrith, Adelaide and Perth, in addition to other non-Harley dealerships in Melbourne, Adelaide and Perth. Joe Rascal Group acquired the Harley Heaven stores in Ringwood, Dandenong and Melbourne CBD, plus another non-Harley dealership in Melbourne.

While Motorcycle Holdings will retain the existing Harley Heaven branding for their acquisitions, Joe Rascal Group has rebranded their dealerships as ‘Joe Rascal Harley-Davidson’.

According to Harley-Davidson Australia and New Zealand (Harley ANZ), Joe Rascal Harley-Davidson brings “new energy to the dealerships in Melbourne, Ringwood and Dandenong”.  With a customer-first philosophy, Joe Rascal offers the full range of Harley-Davidson experiences, from certified service, new model year bikes, genuine apparel and an overall vibe that celebrates freedom, style, and individuality.

Of the four Harley Heaven outlets now under Motorcycle Holdings control, the new ownership will deliver “outstanding service to the local Harley-Davidson community”. The extensive Harley Heaven showrooms feature the latest Harley-Davidson models, certified service and customisation workshops, plus lifestyle and riding gear. Harley ANZ adds that the new Harley-Heaven dealerships are geared up and ready to deliver.

“We are excited to welcome our new partners, and we know the energy and all-new customer experiences will excite and reward our customers across the country,” said Nigel Keough, Managing Director of Harley-Davidson, Australia and New Zealand. “These, like our other dealerships, will be great places to share riding stories and engage with the brand.”

For more information on the new-look Harley Heaven dealerships in Adelaide, Perth, Sydney and Penrith, go to: harleyheaven.com.au. For details on the Joe Rascal Harley dealerships in Dandenong, Ringwood and Melbourne, go to: joerascalharley.com.au