VermontBiz Wilkins Harley-Davidson, one of the oldest continuously operated family-owned Harley-Davidson dealerships in the United States, celebrated a landmark moment this weekend by giving away a brand-new 2025 Harley-Davidson Heritage Softail Classic to one lucky customer in front of a packed crowd at the dealership.
The giveaway marked the finale of a year filled with more than 40 customer events, making 2025 one of the dealership’s most active seasons on record. Riders earned entries into the drawing by RSVPing and attending Wilkins events throughout the year—a tradition that emphasizes the dealership’s deep commitment to community and customer appreciation.
The motorcycle chosen for the giveaway carried special meaning: the Heritage Softail Classic was the favorite model of Barbara Wilkins, who co-founded the dealership with her husband Harry in January 1947. The prize served as a tribute to her legacy of generosity, warmth, and the Wilkins family’s longstanding commitment to giving back.
“Barbara and Harry built this dealership by shaking hands, serving customers, and giving more than they had,” said John Lyon, Owner of Wilkins Harley-Davidson. “They believed in rewarding the people who supported them. Giving away her favorite motorcycle felt like the right way to honor that tradition.”
Riders Log Over 800,000 Miles in 2025 Ride Challenge
During the event, Wilkins also recognized its Ride Challenge participants, who collectively logged more than 800,000 miles in 2025, placing number four (4) in the United States for mileage participation. In addition, Harley-Davidson Motor Company has announced it will relaunch the national Ride Challenge in 2026, and Wilkins has set its sights on another top finish. “We know several dealerships will be gunning for us next year,” said Lyon. “We plan to be right back in the Top 5.”
Every RSVP counted as an entry for the season-ending giveaway, which resulted in a crowd of more than 200 riders and community members celebrating together on Saturday.
A Legacy That Continues Strong
As the dealership enters its 79th year in business, Wilkins Harley-Davidson remains one of the most award-winning dealerships in New England, known for customer experience, community involvement, and multigenerational family ownership.
“Wilkins has always been more than motorcycles,” said Lyon. “It’s community, it’s connection, and it’s family. That’s what makes a day like this possible.”
About Wilkins Harley-Davidson
Founded in 1947, Wilkins Harley-Davidson is Vermont’s only Harley-Davidson dealership and one of the oldest continuously operated family-owned dealerships in the country. Known for its award-winning customer experience and deep ties to the community, Wilkins serves riders throughout Vermont, New Hampshire, New York, and beyond.
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