Cox's Harley-Davidson was begun by Recil Cox in August of 1961 from a great love for motorcycling and its heritage. Initially a business-by-night, the original facility was located in a two-bay garage situated next door to Recil's home, located on Crestview Road in rural Asheboro, NC, where he would sell and repair Harley-Davidson® motorcycles. In a market where motorcycles were not grabbing a large share of the U.S. marketplace, Recil was employed as a mechanic at a local mill during the day. He would then travel home excitedly to explore his passion of "wrenching" on Harley-Davidson® motorcycles. Less than two years later, he resigned his position at the mill to operate the store full-time. Along with his wife Betty, Recil would operate the store, selling motorcycles and parts as Betty handled most of the administrative tasks, while also selling motorcycles and parts herself.

Recil's two sons, Jerry Cox and Gary "Poochie" Cox, joined their father's business full-time in 1969 and 1971, respectively, introducing a new era that set the stage for the business' viability in the local marketplace. At that time, the business had five employees, most of which were family, that handled each and every task the dealership undertook, from selling motorcycles, parts and accessories, and performing service maintenance. As Harley-Davidson waged through a period of rebuild, Cox's Harley-Davidson faced its share of challenges, realizing that they were in the Harley business when it wasn't necessarily the best brand in the market for service quality. Cox's continued to represent the Harley-Davidson® product that we believed in, had faith-in, and eventually came back around in terms of quality. As most long-term dealers of today will enlighten, it is dealers such as Cox's that made it possible for the Harley-Davidson® brand to realize its present success.

Today, Cox's Harley-Davidson is no different. As most of our customers will tell you, they instantly feel like family, as they are spoken to seconds after entering and most by first name. Cox's has been acknowledged as the "place-to-buy" for its proper exhibition of the Harley-Davidson experience. In 2003, Cox's was the number-one dealership in the nation for customer service, as voted-on by Harley-Davidson owners from around the USA. Now managed by Poochie's son Robbie, Cox's Harley-Davidson is proud of its forty-six year heritage, and continues to grow through the visionary efforts of its third generation dealer-operator.

Cox's continues to offer services that other Harley-Davidson dealers only aspire to. We were one of the first dealerships in the eastern United States to employ a full-time delivery consultant, whose task it is to properly perform a motorcycle delivery procedure to the purchaser, including not only a summary of the features and controls of their new Harley-Davidson® motorcycle, but also an introductory tour of each department, a maintenance and cleaning overview, and a personalized picture presentation of the customer alongside their new motorcycle situated in front of the dealership and ready to ride. Also a first for the area, Cox's Harley-Davidson upgraded their contribution to the motorcycling experience by incepting an in-house insurance agency. Managed by Poochie's youngest son, Stephen, Cox's Finance & Insurance Agency is able to provide riders the assistance they need to handle insurance matters while visiting the dealership. Cox's has also recently added a Rider's Edge® course to its long list of customer services. Known as Harley-Davidson's Academy of Motorcycling, the Rider's Edge® program is an instructor-led class that enables new motorcycle enthusiasts to learn to ride in a safe environment, which is also conducive to growing our market of potential customers. These are merely a few of the accolades and programs that make us unique.

We at Cox's Harley-Davidson have found that our best marketing efforts are derived from our exceptionally-pleased customers / riders / dealership family. In addition to supporting our Asheboro H.O.G. chapter, we also support non-profit community events (many of which we hold inside the dealership) and hold dealership-sponsored motorcycle rides, garage-party seminars both for men and ladies, and in-house community development projects. We were also very fortunate to host the North Carolina State H.O.G. Rally in Asheboro back during the 1995-1996 riding season. Our most notable event, though, is our involvement with the American Cancer Society's Relay-for-Life program. Our Dealer Principal, Gary "Poochie" Cox, is a cancer survivor who felt the need to give-back to that which supported him in his time of need. In 2006, during our 45th Anniversary weekend celebration, over 9,000 people witnesses as Cox's Harley-Davidson presented the American Cancer Society a check for $101,000 after raffling a highly-customized, custom-painted 2006 Harley-Davidson® Softail® motorcycle. This project was recognized as one of the Top-10 Relay-for-Life fundraisers in the nation. Presently, the 2007 Relay-for-Life motorcycle is on display at the dealership, and Cox's Harley-Davidson is now selling $5.00 raffle tickets, in hopes to surpass last year's incredible result.

Over the past few years, it has become known that change within a dealership is vital to ensure its growth potential. Positioned in a mainly rural setting, Cox's Harley-Davidson may not be considered by its peers in the Harley-Davidson dealership network as a threat; however, with its down-home feel and excellent geographical position on Interstate 73/Highway 220, two miles south of Asheboro, NC, many have found it to be one.