Some of y’all may remember Harley-Davidson’s H-D1 Marketplace program, launched in 2021, which offers used motorcycles for sale. Now, the MoCo is expanding that program beyond dealerships, including private sellers.

When it began operations in 2021, the H-D1 Marketplace program was initially built to interface buyers with dealerships, steering private sellers to unload their bikes directly to dealers, who’d then pass them on:

Launching first in USA, H-D1 Marketplace will start with the entire selection of pre-owned Harley-Davidson motorcycles from our participating dealer network, that will be available for our customers to browse and customize online. Powered by H-D Financial Services, customers will have access to innovative, industry-leading financing solutions, to make purchasing even easier. Through the ‘Sell My Bike’ feature, customers will also be able to sell their motorcycles directly into the Harley-Davidson dealer network.

Adding a middleman would theoretically change the economics of this transaction, theoretically meaning less money for a private seller or more expense for a buyer, or possibly both. Knowing the vagaries of the used motorcycle trade, this is no guarantee, but you could certainly see how motorcyclists could see it that way.&

In that case, it should be no surprise to see Harley-Davidson now willing to work with private sellers, accepting them into the H-D1 Marketplace program. See the official press release below, and note these words: “Customers who are interested in purchasing a bike from the H-D1™ Marketplace can either contact the private party seller or the dealer directly through the site. Rider-to-Rider financing options are available to customers purchasing from a private party, in addition to in-dealership financing.”

There you have it. There’s a lot of money in financing these used bike sales, which is probably why the H-D1 Marketplace program was launched in the first place. Now, Harley-Davidson can still make that sweet profit off the interest rate while leaving the burden of salesmanship up to private individuals. This is clever, and it’s probably why we see Yamaha launching a similar used-bike sales program, and it’s likely that others will follow.

See more deets below:

H-D1 MARKETPLACE NOW ACCEPTING PRIVATE-PARTY LISTINGS

Private Parties Join Dealers on the Go-To Online Marketplace for Used H-D Bikes

MILWAUKEE (January 18, 2023) – H-D1™ Marketplace, the largest online marketplace for pre-owned Harley-Davidson listings, is taking the exciting step to connect a wider range of riders to their next bikes by accepting private-party listings of pre-owned Harley-Davidson motorcycles. This will be the first time that individual customers will be able to list their motorcycle for sale on H-D1™ Marketplace. All motorcycles listed for sale may be viewed by the thousands of customers visiting the H-D1™ Marketplace website. Customers who are interested in purchasing a bike from the H-D1™ Marketplace can either contact the private party seller or the dealer directly through the site. Rider-to-Rider financing options are available to customers purchasing from a private party, in addition to in-dealership financing.

“H-D1 Marketplace has redefined online marketplace for pre-owned Harley-Davidson motorcycles,” said Jochen Zeitz, Chairman, CEO and President, Harley-Davidson. “This new private-party feature will bring together even more buyers and sellers of Harley bikes. This is our next step in building the ultimate online home for the sale and purchase of pre-owned Harley-Davidson motorcycles.”

Private-party listings on H-D1™ Marketplace will be limited to Harley-Davidson models located in the United States. Each listing will include photos and details about the motorcycle. All bikes will also be validated by VIN and go through a review-and-approval process before the listing is launched.

About H-D1™ Marketplace

H-D1™ Marketplace was created in July 2021 to provide consumers with the most-comprehensive opportunity to search, experience, sell, customize and purchase used H-D® motorcycles from the inventories of participating authorized Harley-Davidson dealers. Today H-D1™ Marketplace offers the largest selection of dealer pre-owned H-D® motorcycles in the United States, with more than 34,000 listings by 540 participating U.S. Harley-Davidson® Dealers.

Currently focused on the USA, H-D1™ Marketplace showcases the entire selection of pre-owned Harley-Davidson motorcycles from participating dealers, and now also those offered by private parties. H-D1™ Marketplace is the only place to easily search for H-D Certified™ motorcycles, the ultimate in pre-owned Harley-Davidson® motorcycles. Through the “Sell My Bike” feature, customers are able to sell their motorcycles directly into the Harley-Davidson® dealer network. Supported by Harley-Davidson Financial Services, H-D1™ Marketplace customers have access to innovative, industry-leading financing solutions, to make purchasing even easier. For complete details on making a private-party listing, go to H-D1™ Marketplace.

Credit: Advrider

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