Williams and Garden State Harley-Davidson have been serving New Jersey motorcycle enthusiasts for more than 16 years

by Jessica Jones-Gorman • Photos BY Sue Barr Photography • MakeUp By Jan Murphy

In 1903, two years after finalizing their design for an engine built to fit into a bicycle, William S. Harley and Arthur Davidson produced their first official motorcycle, in a 10-foot-by-15-foot wooden shed. The bike was built to be a racer, with a 3 1/8-inch bore and a 3 1/2-inch stroke, and the 22-year-old friends from Milwaukee sold their product almost instantly—quickly receiving requests for more.

The first Harley-Davidson dealership opened its doors a year later in Chicago, and the iconic American manufacturer gradually spread its innovative products across the country. In 1928, the brand reached New Jersey when Williams Harley-Davidson opened its doors in Bound Brook.

“For motorcycle enthusiasts across the country, this brand is a way of life,” noted Bobby DiFazio, current principal of Williams Harley-Davidson. “It’s a company with a rich American history, and its products are built with quality and craftsmanship that is second to none.”

DiFazio, a lifelong motorcycle buff, left corporate America in 1996 to learn the business at a Harley dealership on Long Island. He purchased Williams Harley-Davidson three years later, in 1999.

“[Then], it was a small storefront facility with only two motorcycles on the showroom floor, but it was perfect,” DiFazio said. “I was only in business for six months when Hurricane Floyd wiped the town and my new business out.”

DiFazio was closed for months before finding space in a temporary location. He eventually began building a new facility on Route 22 in Lebanon.

“We opened back up in 2001,” he said of his 30,000-square-foot dealership. “We kept the Williams name because the dealership had such a prominent New Jersey history and we wanted to continue to build on that. We found this to be a good location because the roads of Hunterdon County are very conducive for motorcycle touring.”

After achieving success at his new location, DiFazio decided to expand. In 2013, he purchased a struggling Harley-Davidson dealership on Route 23 in Kinnelon and moved it to Route 10 in Morris Plains, where he built another 30,000-square-foot showroom. He called it Garden State Harley-Davidson.

“We just celebrated our two-year anniversary,” DiFazio said of his newest dealership, which is about a 40-minute drive from Williams Harley-Davidson. “It’s been a great experience, and we are now able to meet more of our customers’ demands. Both of our state-of-the-art facilities have that ‘Wow!’ factor when you walk in the door. We feature a spectacular display of accessories, including jackets, shirts, belts, jewelry, and collectibles. Combine that with our knowledgeable sales staff, incredible service, and customization departments, and you’ll see how much we have to offer. We’ve definitely come a long way from that original two-bike showroom.”

The Harley-Davidson Company itself, which is best known for traditional cruiser motorcycles utilizing air-cooled V-twin engines, recently released details of its 2017 models, including a complete engine redesign.

“We are very excited about the 2017 models,” DiFazio said, detailing the company’s Milwaukee-Eight, which is only the ninth engine in the maker’s history. As the name indicates, the engine will sport eight valves, much like the board track racers of early last century.

“It makes for a smoother, more torque-y ride,” DiFazio said. “In the motorcycle world, this is very big news.” For the rest of 2016, DiFazio will focus on his customers’ holiday shopping requests and several charity events: his employees collect food for local food pantries, toys for needy children, and coats for the homeless.

“We like to give back to our community in any way we can,” DiFazio said. “And our customers feel the same way, too.”

It’s that kind of community devotion that DiFazio said echoes throughout the entire Harley-Davidson family. “Motorcycling is a fun hobby that just sort of unites people from all backgrounds,” he said. “I’m so proud and lucky to be a part of something that I love so much.”

Williams Harley-Davidson
1100 U.S. Highway 22 West, Lebanon / 908.236.0767
Garden State Harley-Davidson
1775 Route 10, East Morris Plains / 973.898.7100