Harley-Davidson Juneau Ave HQ
The heart of Harley-Davidson, offering the latest bikes, iconic apparel, and a glimpse into the brand's legacy.
Highlights
Must-see attractions

Social
From TikTok & Reddit
Best Time
Fewer crowds, more relaxed browsing
Harley-Davidson Juneau Ave HQ
Best Time
Fewer crowds, more relaxed browsing
Highlights
Must-see attractions
The heart of Harley-Davidson, offering the latest bikes, iconic apparel, and a glimpse into the brand's legacy.
"A must-visit for Harley fans to experience the brand's spirit and latest offerings."
Check for Events
Look for special events or promotions happening at the HQ. :calendar: You might catch a unique experience!
Explore the Third Ward
Combine your visit with nearby attractions in the Third Ward for a fuller Milwaukee experience. :city_sunrise:
Highlights
Discover the most iconic attractions and experiences
Signature Apparel & Merchandise
Explore a wide range of Harley-Davidson branded clothing, accessories, and collectibles. Find the perfect souvenir to showcase your passion.

Motorcycle Showroom
See the latest Harley-Davidson models on display. Get a feel for the iconic bikes and their powerful presence.

Brand Heritage Displays
Discover curated exhibits showcasing the rich history and evolution of the Harley-Davidson brand.
Plans like a pro.
Thinks like you
Planning Your Visit
Understand the Experience
Service & Parts Insights
Best Times
Insider Tips
from TikTok, Instagram & Reddit
Check for Events
Look for special events or promotions happening at the HQ. :calendar: You might catch a unique experience!
Explore the Third Ward
Combine your visit with nearby attractions in the Third Ward for a fuller Milwaukee experience. :city_sunrise:
1939 — William S. Harley and Arthur Davidson built their first motorcycles in this shed. Later transplanted to the new Juneau Avenue factory built in 1906, and still the site of the corporate headquarters, as a symbolic reminder of the company’s humble beginnings. Source is the H-D archives.
Harley Davidson Museum First Time
Manage Service Expectations
If buying a bike, research dealership service departments carefully. :wrench: Some reviews note issues.
Apparel Shopping
The retail store offers a vast selection of Harley gear. :tshirt: Great for finding unique items.
Tips
from all over the internet
Check for Events
Look for special events or promotions happening at the HQ. :calendar: You might catch a unique experience!
Explore the Third Ward
Combine your visit with nearby attractions in the Third Ward for a fuller Milwaukee experience. :city_sunrise:
Manage Service Expectations
If buying a bike, research dealership service departments carefully. :wrench: Some reviews note issues.
Apparel Shopping
The retail store offers a vast selection of Harley gear. :tshirt: Great for finding unique items.
What Travellers Say
Reviews Summary
The Harley-Davidson Juneau Ave HQ offers a retail experience with the latest bikes and merchandise, embodying the brand's spirit. However, some visitors have expressed disappointment with the lack of extensive historical exhibits compared to a traditional museum, and a few reviews highlight significant concerns regarding motorcycle reliability and dealership service quality. Despite these points, it remains a key destination for brand enthusiasts.
"I bought a Sportster Iron 883, as my first motorcycle. I out grew that in a week. Next summer I lost a ton of money trading up to a Fat Bob 114. This was a gorgeous machine, tons of power and I was so comfortable racking up miles on this bike.
Buuuuuuuuut, the bike was a mechanical disaster. It spent the 183 days of its first summer in the shop as they tinkered trying to fix (rather than just replace the parts and get me on the road) a bike that wouldn't downshift. I had been stuck at quite a few traffic lights stomping on the shifter hoping it will go down from 4th gear, as I give up and push it to the side. They didn't give me a loaner, I was just without a bike that whole first summer.
Then I got an inner primary seal leak.
Then the bike decided it would just shut off on me randomly. On the Highway at 120km/h, at stop lights, while accelerating, just any time. It gave me a fuel pump overload code, I took it into 2 shops over 5 separate times explaining to them that I think there is a fuel pump issue. They never listen, they always assume you're stupid and how could you possibly know. They always told me it was fine. I had them check it before a long ride, they gave it a clean bill... It died and refused to start at all 900km from home. It was pouring rain, as I sat beside my dead bike. Called the dealer, he said it "sounds like a fuel pump running too lean and overheating the engine". So the local dealer picked it up, they kept it for a week, told me the ECM just needed an update, and gave it back to me, after I protested all week to replace the fuel pump. It died 8km later, I waited 2 more hours in the pouring rain for them then to tow it back, guess what they found? Needed a new fuel pump, 1 week to order. I had to rent a car and drive 900km to get back home for work leaving my bike behind.
After retrieving the bike, it developed an "electrical gremlin".... I couldn't take it any more. I had to rid myself of this bike that when it ran, I loved it. Mostly because I couldn't deal with the service department at any of the 6 dealerships I had tried. They don't listen and they don't care.
Harley's biggest problem is they don't care. They don't see a problem with me spending $30k on a bike and letting it sit in their shop all summer. I wrote a penned letter after trading in my Fat Bob for a BMW R1300GS and I got an emailed response saying "We'll try harder in the future", I don't think they even read my letter, they just don't care. Has my BMW R1300GS been perfect? Nope, but the bike hasn't left me stranded and BMW takes care of you, they listen and they replace parts that might possibly even start to cause an issue. That is where Harley is lacking."
Erik
"Harley Davidson produsess the worst bike in America! Never owned another bike that requires so many repairs, before every ride. Harley Davidson engineering should be prosecuted! Do better Harley. You used to be something to talk about. I have two Harley Davidson's, less than 10 years old always down. I have a Honda, and Kawasaki both 20 years old, and never one issue. Come on Harley, show us America's best motorcycle. Right now it's not you."
John Luper
"SCAM!!
I was told by staff at my local HD dealership (Freedom Valley HD in Sellersville, PA who are excellent by the way) that the “Screamin’ Eagle Street Tuner” was a do-it-yourself through an app tuner. Turns out, Harley took down the app from the AppStore because IT WAS JUNK AND RUINING BIKES. I called my dealership back to try to return it, but since I opened it, I was unable to return. They advised that Harley Davidson NEVER advised them of the app’s removal and that they had A BUNCH of customers come back to them with the same problem. Now, I’m stuck HAVING TO PAY A SHOP RATE for the dealer to do the install of the tune. Love my HD, but the company DROPPED THE BALL. STAY AWAY FROM THE SE STREET TUNER UNLESS YOU LIKE TO BE SCAMMED!"
KH
What People Like
What People Dislike
Frequently Asked Questions
🚇 🗺️ Getting There
The Harley-Davidson Juneau Ave HQ is located in Milwaukee, Wisconsin. It's accessible by car, with parking available. Public transportation options may also be available; check local Milwaukee transit schedules for routes serving the area. :bus:
Yes, parking is typically available for visitors at the Harley-Davidson Juneau Ave HQ. It's advisable to check their official website or call ahead for specific parking details and any associated fees. :car:
Absolutely! The Juneau Ave HQ is a destination for Harley-Davidson enthusiasts worldwide. Many visitors travel to Milwaukee specifically to experience the brand's home base. :airplane:
🎫 🎫 Tickets & Entry
Entry to the retail store and showroom areas is generally free. However, if there are specific tours or events, separate tickets might be required. It's best to check the official Harley-Davidson website for the most current information on admission and any potential tour costs. :ticket:
Opening hours can vary, especially for the retail store versus any specific tour areas. It's recommended to check the official Harley-Davidson website for the most up-to-date hours of operation before your visit. :clock:
While the Juneau Ave HQ is primarily a corporate and retail location, there have been historical tours. Some visitors have reported less-than-ideal tour experiences, so it's wise to check recent reviews and the official site for current tour availability and content. :camerawithflash:
The Juneau Ave HQ features a showroom where you can see the latest models. For actual purchases and test rides, you'll typically be directed to authorized Harley-Davidson dealerships. :motorcycle:
🎫 🏍️ Onsite Experience
You can explore the retail store for apparel and merchandise, view the latest motorcycle models in the showroom, and learn about the brand's history through displays. It's a great place to immerse yourself in the Harley-Davidson culture. :sunglasses:
Absolutely! It's the heart of the Harley-Davidson brand. You'll find a strong sense of community and a deep dive into the legacy of these iconic motorcycles. :metal:
The store offers a wide variety of Harley-Davidson branded items, including clothing (t-shirts, jackets, hats), accessories, collectibles, and memorabilia. It's a prime spot for finding unique Harley gear. :shopping_bags:
The Juneau Ave HQ is not a service center. For maintenance and repairs, you will need to visit an authorized Harley-Davidson dealership. :wrench:
📸 📸 Photography
Generally, photography for personal use is allowed in public areas like the showroom and retail store. However, always be mindful of any posted restrictions, especially in areas with sensitive displays or private offices. :camera:
The motorcycle showroom with the latest models, the exterior of the iconic building, and any historical displays offer great photo opportunities. Capture the essence of the brand's heritage and modern appeal. :iphone:
For Different Travelers
Tailored advice for your travel style
Motorcycle Enthusiasts
While the HQ itself isn't a museum, it complements a visit to the Harley-Davidson Museum perfectly. Consider planning your trip to include both for a comprehensive Harley experience in Milwaukee. :map:
Apparel & Souvenir Shoppers
Be prepared for a wide selection, from classic designs to limited-edition items. It's a great place to find gifts for fellow Harley fans or to treat yourself to something special that represents the iconic brand. :gift:
Deep Dives
In-depth insights and expert knowledge
The Harley-Davidson Experience: Beyond the Museum
It's important to note that the Juneau Ave HQ is a corporate headquarters and a retail outlet, not a dedicated museum. This means the focus is on the brand's present and future, alongside its retail presence, rather than a deep dive into its entire historical timeline. Some visitors have noted that tours, when available, might not meet expectations for a comprehensive historical experience, with one review describing it as an 'empty building with pictures.' [^Review] Therefore, managing expectations is key; come prepared to engage with the brand's retail side and see the latest bikes, rather than expecting a museum-like journey through every decade.
For those looking for a more in-depth historical perspective, the Harley-Davidson Museum is a separate, highly recommended destination in Milwaukee. However, the Juneau Ave HQ offers a unique glimpse into the brand's ongoing legacy and its connection to the city where it all began. It's a place for fans to feel the pulse of Harley-Davidson today. :heart:
Navigating Harley-Davidson Service and Reliability
One reviewer detailed a frustrating experience with a Fat Bob 114 that spent 183 days in the shop during its first summer due to unresolved downshifting issues, followed by a primary seal leak and random engine shut-offs. Despite repeated attempts to explain the suspected fuel pump problem, dealerships allegedly did not listen, leading to the bike breaking down far from home. This experience underscores a recurring theme: a disconnect between customer concerns and dealership diagnosis. [^Review]
While the allure of Harley-Davidson is undeniable, potential buyers are advised to thoroughly research local dealerships' service departments. The brand's engineering and customer service are areas that have drawn criticism, with some reviews suggesting a need for improvement in how issues are addressed and resolved. For those passionate about Harley-Davidson, understanding these potential challenges and choosing a dealership known for excellent customer care can significantly enhance the ownership experience. :warning:
Social
from TikTok, Instagram & Reddit