Harley Hogs Set to Mix with Chicago Cubs
Wrigley Field has homed the Chicago Cubs since 1916. Soon another sound just as American as the crack of a bat will be in the neighborhood.
A new Harley-Davidson dealership will be part of a new retail and apartment development that’s under construction across the street from Wrigley Field in Chicago. The store is to be set up by Fox Motors, which is a division of Grand Rapids, the company that already owns 27 car and motorcycle dealerships throughout Michigan and Illinois. They plan to sell new and used motorcycles as well as merchandise at the new site.
The 10,000 square foot location will be smaller than a typical Harley-Davidson dealership, but Fox Motors plans to make as much use of the available space as possible. The building will have garage doors that open onto the street to invite people inside and see what’s on offer. Being accessible to riders already living in the city is key, but Fox is also looking to introduce their Harley- dealership to a younger crowd.
That’s where it’s unique positioning comes into play.
Location, Location, Location
In a time where e-commerce is king, finding unique spots where brands can be part of a destination experience is the holy grail of retail.
Now, that may sound like pure marketing speak but it’s absolutely true. Having the store accessible while placing it next to the city’s favorite baseball team makes for a great location. The fact it will also be surrounded by a large movie theater, a big bowling alley and a music venue makes an even better location. Add burger joints, coffee shops, then some fresh concept restaurants and the location starts to look perfect.
Fox Motors first opened a Harley merchandise store in Chicago. With its success, they now see the untapped market in the city. Harley-Davidson is one of America’s most recognizable brands, but urban areas aren’t usually seen as the natural home of the hog. Now Fox can be sure there is a desire for the brand there.
Existing owners certainly will not be ignored. There will be a small on-site garage for regular maintenance as well as accessories and clothing on sale. There will also be several bikes available for test rides.
The development should be finished in the summer of 2018. According to Fox Motors, the Harley-Davidson store will be open later that year.
We think it looks like a very shrewd move.
