About Cox's Harley-Davidson® of Asheboro
In a world where motorcycling has become an integral part of human life, there are motorcycle dealers that are merely present in the marketplace, and there are others who have set themselves apart from the rest in becoming "destination" dealers. A destination dealer has become known to many as a ride's final destination that encompasses tremendous views along its route of travel. Cox's Harley-Davidson has been and remains a true destination dealer, located in the heart of the Piedmont-Triad region of North Carolina.
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.
Built on a foundation of customer service, Cox's Harley-Davidson offers a family tradition that is unmatched in the Carolinas. The Cox family's history is filled with a vast amount of memories, many of which encompass years of flat-track motorcycle racing. Poochie and his older brother Jerry raced Harley-Davidson® motorcycles on the Dirt-Track racing circuit in the late 1960's to early 1970's. Sponsored by the family dealership, the race bikes were maintained in-house and were known to be very competitive whenever they hit the track. Only after several instances of tragedy, including Jerry's motorcycle racing accident that led to his passing in 1973, did Cox's Harley-Davidson remove themselves from the competitive racing circuit, after enjoying many years of success with its two family riders, as well as other riders it sponsored.
As the dealership waged through periods of growth during the 1980's and 90's, and as Harley-Davidson® products regained their stature in the marketplace, Cox's Harley-Davidson grew not only in sales/revenue, but also in terms of dealership size by adding additional employees to their staff of professionals. The most notable addition was Poochie's wife Jan, joining her husband's family business in 1995, who became instrumental in the growth of the business by managing the dealership's administration and finances. Because of their consistent efforts, Poochie and Jan became the sole owners of Cox's Harley-Davidson in 1997, after the passing of Betty Cox (Recil's wife and Poochie's mother) and Recil's impending retirement. Also during this time, Cox's Harley-Davidson was part of a group of dealers in the Motor Company network to establish a Charter Group membership into the Harley Owners Group® (H.O.G.®) in 1983, resulting in the birth of the Asheboro H.O.G.® Chapter.
Cox's Harley-Davidson has positioned itself apart from the competition in the marketplace by continually exerting efforts to exceed customers' expectations for customer service and quality. Having won a Gold Bar & Shield Circle of Excellence Award (Harley-Davidson Motor Company's highest honor) in five of the last six years, Cox's commitment to superior customer service in every interaction is ever-present. Only the Top-25 Harley-Davidson dealers in the nation receive this award, which is presently annually. In 2003, in addition to the Gold Bar & Shield Award, Cox's celebrated a banner year in being awarded numerous other awards by Harley-Davidson Motor Company, including the Vehicle Sales Excellence Award, the Service Excellence Award, and the "Plan for Success" Marketing Promotional Award, given for exemplary use of available resources in a dealership's advertising and marketing efforts. In addition, Cox's was able to repeat their accomplishment in 2004 by again winning the Service Excellence Award, a feat that is rarely duplicated. Cox's Harley-Davidson is proud of its accomplishments, and realizes that its success would not sustain without hard work and the support of its employees, who are all considered extended family.
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.
Cox's moved into is present facility in mid-2000, after a long span of growth necessitated a larger amount of showroom and service department space. Cox's doubled in size with this new venture, allowing them to double the staff as well. In 2003, Cox's added even more service department and warehouse area, and plans are in-place today to renovate and build additional showroom space, service reception area, delivery bays, and new administration offices in late 2007.
Cox's Harley-Davidson's consistent sales growth is brisk, having enjoyed year-over-year improvement in its single Asheboro location. To couple this accomplishment, Cox's purchased additional Harley-Davidson dealerships in Rock Hill, SC and Mansfield, PA, which are already enjoying tremendous improvement, both internally and in sales growth. The Rock Hill, SC store recently moved into its 47,000 sq/ft facility, located directly on Interstate 77, just outside of Charlotte, NC.
Cox's Harley-Davidson has become a pace-setter for other Harley-Davidson dealerships to model themselves after, having grown from only a few motorcycle sales in 1961 to over 500 last year. Cox's mission as a purveyor of Harley-Davidson® motorcycles has been enjoyed by countless motorcycle enthusiasts for over forty-six years, and will continue its rich tradition far into the future. By instilling family values and providing exceptional customer service, the Cox's Harley-Davidson destination has created a feeling of home each time a person walks through our door.