(This story is sponsored by Trev Deeley Motorcycles.)

The late Trev Deeley’s mantra was always “it doesn’t matter what you ride, as long as you ride.” You can definitely say that a passion for motorcycles was in his blood. Trev’s grandfather Fred Sr. started selling bicycles in Vancouver in 1914. The business grew but remained in the family and now Trev Deeley Motorcycles is Canada's oldest Harley-Davidson® dealership and recent winner in the Straight’s Best of Vancouver 2018 readers’-choice awards.

“This award is quite an honor and hopefully speaks to the things that we’ve done well this past year,” says Harmony Poisson, marketing manager. “We’ve focused our efforts on community outreach and charity partnerships, and have reintroduced our dealership to the community. We also have the utmost respect for the other motorcycle companies nominated in this category.”

Sadly, Trev Deeley passed away in 2002 but his legacy lives on and the team is very proud of the company’s rich history. Darwin Osarchuk has been the general manager at Trev Deeley Motorcycles since 1991 and shares just one story of the dealership’s history.

“It has been said Trevor had quite a spirited discussion with his father, Fred Jr. one evening. Trev firmly believed that the motorcycles should be a stand-alone dealership and not mixed in with automobiles, and he threatened to leave the company. It was shortly after, in 1950 that 606 East Broadway was built and opened selling and servicing motorcycles only.”

Trev was also one of the first in North America to recognize the demand for more lightweight bikes.

Trev’s instinct had been right and by 1973 the Motor Company had so much respect for Trev, as a racer, enthusiast, and for his business acumen, that Deeley’s became the exclusive distributor in Canada of all Harley-Davidson® motorcycles, parts, and apparel until 2015.

Today’s Boundary Road dealership location and motorcycle museum features bikes that Deeley’s has collected from as far back as the late 1800s and is well worth checking out.

In 2016, Harley-Davidson® announced that it will produce 100 new models over the next 10 years, with a particular focus on expanding the global distribution to reach newer demographics such as young adults, women, and ethnic groups. Women made up only two or three percent of total sales for Harley in the ‘80s and today accounts for between 10 and 15 percent.

One such model geared toward the new demographic, and on the floor right now, is the 2019 Harley-Davidson® FXDR® which is a performance cruiser. Another great future model recently announced is the Pan America®, an adventure touring motorcycle.

Osarchuk also believes that rider training is important, which is why Trev Deeley has partnered with a local motorcycle training school to help support new riders and grow the riding community.

Trev Deeley’s also expects the hotly anticipated electric Harley-Davidson motorcycle to appeal to the enviro-savvy Vancouver audience in particular. The Harley-Davidson® Live Wire® model will be unveiled in the fall of 2019, after three years of testing and improvements based on customer feedback.

“The Live Wire® will only be available at select dealerships in the first phase,” says Osarchuk “Harley-Davidson® has said they don’t just want to start selling electric bikes, they want to lead and excel in that category!”

As for the road ahead, Poisson hopes to further engage with this new demographic of motorcyclists through public events and community partnerships.  “We’re trying to become a hub for both the motorcycle community and the community at large,” she says.

Join Trev Deeley’s on December 1 and 2 for photos with Santa on a Harley-Davidson® benefitting the Lower Mainland Christmas Bureau (pets and children welcome).