Saved Harley-Davidson
“Because of his dedicated efforts to keep Harley-Davidson from going under, Deli is on the company’s informal roster of ‘saviors’.” This is what Well Made in America, Lessons from Harley-Davidson on being the Best says about Steve Deli for leading the recapitalization that saved Harley from bankruptcy.
Took Harley-Davidson Public (IPO)
“Why not go public?” Steve Deli of Dean Witter Reynolds, posed that question to Rich Teerlink [then Harley CFO, later CEO one spring day in 1986.
“I thought the idea was nuts,” Teerlink says. Vaughn Beals, Harley CEO, also had grave misgivings.
But Deli was undeterred ... Says Beals, “Frankly, had anybody but Steve Deli come in with these numbers we would have thought he was crazy. But since Steve had delivered the goods in the past, we trusted his judgment.”
That trust was well-placed. When the results were in, the Harley-Davidson initial public offering raised more than Steve Deli had projected.
Started the Company to Finance Harleys
A few years later, Steve Deli had another idea: create a company to help riders buy the Harley of their dreams. He raised the equity, founded and lead what is now Harley-Davidson Financial Services. Steve met Anne while he gained approval from to use the name, Harley Credit. Later they worked together on many projects including creating the Harley Visa card.
Harley Heritage
At the turn of the century, Anne’s grandmother lived down the street from the Davidson’s in Milwaukee. Her grandmother reminisced that “the Davidson boys had a shack in the backyard and were always tinkering.” That’s where they made the first Harley-Davidson motorcycle in 1903!
Growing up in Milwaukee, Anne’s next door neighbor was William J. Harley, son of the founder. She became a favorite, and he frequently gave her rides in his side car. Anne called Mr. Harley “Shaggy Dog” because of his mutton chop sideburns. Harley has been a part of her life since the very beginning.
Harley-Davidson’s First Female Vice President
After a stellar career at renowned New York Madison Avenue advertising agencies and brand consulting firms, Anne agreed to take on a consulting assignment for Harley-Davidson. Harley’s president pleaded for months with Anne to join Harley-Davidson full time. She eventually was persuaded to become the Company’s first woman Vice President. As Head of Global Marketing, Licensing and its treasured Archives she was responsible for a wide swath of the business focused on creating demand.
Who we are
American Road Group was built on the foundation of brand loyalty, exceptional product selection, elevating the customer experience and embracing the Harley-Davidson lifestyle all while running sustainable dealerships and retail locations. The umbrella organizationconnects each of our unique, locally managed Harley-Davidson stores.
In 2000, Steve and Anne Deli purchased the Harley-Davidson dealership in Orlando, Florida. Over the past twenty plus years, they have taken that entity and built it into one of the most successful and sustaining family of Harley-Davidson businesses in the United States.
Their story did not begin there. Both Steve and Anne came into this venture with strong and iconic backgrounds in the motorcycle industry.
Steve Deli: In 1985, Steve Deli was the Managing Director at Dean Witter Reynolds in Chicago. He was asked by Harley-Davidson Motor Company, which was then at the brink of disaster, to refinance the company. He not only accomplished that but continued to grow in his contributions to the company. In 1986, he led the IPO which gave HDMC the firm financial foundation to grow and prosper. Steve is attributed in the book “Well Made in America” as having saved the corporation. He went on to build a finance company with HDMC as a minority investor to provide consumer financing for Harley-Davidson motorcycles. It’s hard to think of a time when motorcyclists were not welcome in banks and financing for a motorcycle was nearly non-existent. Steve led and grew that company for many years. This same company is known today as Harley-Davidson Financial Services. Following its sale to HDMC, Steve and his wife Anne Tynion Deli, took the leap into owning dealerships.
Today’s vision of American Road Group is to be the leading Harley-Davidson dealership group in the country, positioned to play a major role in the future success of Harley-Davidson through superior rider satisfaction, setting the bar in motorcycle sales, service, merchandise and most importantly, the customer experience.
American Road Group’s flagship dealerships: Orlando Harley-Davidson (Orlando, FL), Laconia Harley-Davidson (Meredith, NH and home of the longest running motorcycle rally in the country in Laconia Motorcycle Week), Wildcat Harley-Davidson (London, KY), Pocono Mountain Harley-Davidson (Tannersville, PA), Rock-n-Roll Harley-Davidson (Cleveland, OH), Adventure Harley-Davidson (Dover, OH), Rubber City Harley-Davidson (Cuyahoga Falls, OH) and Mad River Harley-Davidson (Sandusky, OH and the home of Ohio Bike Week) are each iconic, world renowned and among the most desirable motorcycle destinations in the world. Their merchandise stores at Walt Disney World, Key West and elsewhere proudly present Harley-Davidson merchandise in some of the most highly trafficked, accessible settings in the country.
American Road Group is made up of a leadership team and employee base committed to the Harley-Davidson brand providing every customer a superior and authentic customer experience that exceeds expectations and sets the bar for what a Harley-Davidson family should look and feel like.
Harley-Davidson is not just a motorcycle; its a lifestyle. American Road Group is proud to be your Harley-Davidson family.