Harley-Davidson and the Deeley Family Legacy

Northern Neighbour

Harley-Davidson has a global presence, with dealerships around the world—some that date back to the company's early years. Selecting America's oldest dealership can be a matter of debate, but not so outside of the United States—almost. For America's northern neighbor, that honor goes to Trev Deeley Motorcycles, but then again, it all depends.

Oldest Operation

Located in Vancouver, British Columbia, Canada, Fred Deeley began selling Harley-Davidsons in 1917. There is no doubt that Trev Deeley is Canada's oldest Harley-Davidson dealership, but it might also be the oldest family-run dealership in operation outside of the United States. The other contender for this title is Morgan & Wacker Harley-Davidson in Brisbane, Australia, who also opened their doors in 1917.

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Shop Business

Not that it really matters. More important is the sheer longevity of Harley-Davidson dealerships worldwide and their contribution to motorcycling. With an impressive record, Trev Deeley Motorcycles can claim their fair share of accolades. The dealership's story begins with Fred Deeley, who opened a bicycle shop in 1914—continuing the same business he had in Britain before emigrating to Canada.

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Wisconsin Company

Deeley's foray into motorcycles began in 1916 when he started importing BSAs from Birmingham, England. At the time the motorcycle business was booming. A separate shop, run by Fred Deeley Jr., was soon opened to accommodate demand. Within a year, Deeley was approached to become a distributor for what was then a little-known motorcycle company from Milwaukee, Wisconsin—Harley-Davidson.

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Business Success

In 1935, Trevor Deeley joined his father’s motorcycle company as an apprentice mechanic. This set the stage for his unparalleled career as a Harley-Davidson-sponsored flat track racer in Canada and the United States. Also meeting with success, the Deeley business weathered the difficult financial times of the late 1930s and the 1940s. By the late 1940s, the business was on the upswing again.

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Broadway Manager

Around this time, Trev Deeley argued that the sales and service of motorcycles should be run as a separate venture—his father acquiesced. In 1950, Fred Deeley Motorcycles opened at its 606 East Broadway location in Vancouver, where it remained for the next forty-six years. In 1953, Trev Deeley became the General Manager of the family company.

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Board Ride

In 1973, Harley-Davidson asked Trev Deeley to become its exclusive Canadian distributor—he accepted. Two years later, in 1975, the retail store was renamed Trev Deeley Motorcycles. Deeley and business partner, Don James then rode coast to coast to introduce themselves to the other Canadian dealers. A decade later, Deeley was invited to serve on the board of directors for Harley-Davidson.

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Outstanding Passion

Trev Deeley opened his world-class museum in 1993—later renamed the Deeley Motorcycle Exhibition. He was inducted into the AMA Hall of Fame in 1999 for his outstanding contribution to motorcycling. Known as 'Canada's Mr. Motorcycle,' Deeley passed away on March 28, 2002. His legacy stands as a namesake dealership, his many other accomplishments, and an immutable passion for Harley-Davidson.

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