HOG HEAVEN | General manager Ray Perry of Bayside Harley-Davidson shows off some sweet rides of the showroom. Photo by Paul Chin, Jr.
By T.J. Prieur
BIKERS RUN THE SHOW | From left, VP and general manager Ray Perry, president and COO Kevin Johnson, owner Maurice Slaughter in the showroom office. Photo by Paul Chin, Jr.
Maurice Slaughter began his career as a Burger King franchisee before shifting gears to run a Toyota dealership, then a Harley-Davidson dealership.
His daughter encapsulated his career in a quip: “Daddy’s been in the grease business all his life.” That may be, but since opening Bayside Harley-Davidson in Portsmouth, Slaughter is letting it ride.
“I used to have to wear suits every day,” says Slaughter, who owns the dealership with his wife, Cynthia. “Now I relax in a Harley-Davidson shirt and jeans. I go riding with my customers. This fits my lifestyle.”
Speaking of his customers, they could write the book on brand loyalty.
“You know your customers are passionate when they tattoo the company’s name on their arm,” he says.
Slaughter clearly knows these people: “Our customers’ average age is 43 years and their household income is $85,000. They run across all demographics, white and blue collar — everybody.”
Not exactly Marlon Brando’s young and rebellious character in “The Wild One.” What’s more, 23 percent of his customers are women — twice the average rate for other dealers, Slaughter says.
“When a couple walks into a dealership, the salesperson will often talk just to the man,” Slaughter says. “We don’t do that here. We make certain to show equal respect.”
The dealership has a glass window so customers can watch their motorcycles being serviced. “Women feel more comfortable with us when they bring their investment in for service,” he says.
And then there’s ladies night or what Slaughter calls a “garage party.”
“It’s for women only,” he explains, “and it’s an opportunity for them to learn about their motorcycle. They ask questions about how to change the oil or, if it lays over, how to get the bike back up by themselves.”
A photographer takes free photos of them on their bikes, a hair stylist will do their hair, and there’s someone giving massages.
“We add a lot of fun and pizzazz,” Slaughter says, “but we also teach the women a lot about their motorcycles.”
If Harley-Davidson’s customers have changed, so has Harley-Davidson.
“Historically, a lot of people grew up the business,” Slaughter says. “Their father might have had a garage and they became a dealer. As the business became more sophisticated, Harley started to look for a new breed of dealers. That’s why they got in touch with me.”
Slaughter has a solid business background. He earned an MBA in finance just before buying a Burger King franchise. When it came time to sell his Toyota dealership in Pensacola, Florida, he knew the importance of staff training, business planning and minimizing risk.
“Running a Harley dealership is a lot like running a car dealership except, in addition to the parts, sales and service departments, Harley-Davidson also offers clothing lines for infants, children and women, as well as business casual wear and jewelry,” Slaughter says.
When Slaughter opened Bayside Harley-Davidson, it was more than just another dealership. The interior of the 36,000-square-foot mega facility is designed to replicate an aircraft carrier’s flight deck — as a tribute to the area’s large U.S. naval presence.
There is also a seven-story motorcycle display tower — making it the world’s tallest Harley-Davidson dealership.
“The lifeboat is where our sales office is,” Slaughter says. “We have nautical names on the doors, such as morale lounge and captain’s quarters. All my senior management people, except my CFO, are retired Navy. Being at Hampton Roads gave me the opportunity to hire great management talent.”
The dealership’s eight-acre lot is used for safety riding courses. “Even if you rode 10 years ago and you’re getting back — you need to break some bad habits that could cause an accident,” Slaughter says.
To Slaughter, it is a ride worth taking.
“When you’re riding, you can smell freshly cut grass and feel the temperature change when crossing a bridge. You don’t notice those things riding in a car. And it’s social. You and 12 other guys can get on your bikes and ride. You can’t do that with 12 guys in a car.”
