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2025 Editorial
For 50 years, Suburban Motors Harley-Davidson has been a cornerstone of southeastern Wisconsin. Located in the suburbs of Milwaukee, they remain as one of the last family owned and operated Harley-Davidson dealers in the area.
Foundations
Starting as a small shop in 1975, Wayne and Joan Houpt have evolved the dealership into what it is today. They sought to create a community where all are welcomed and are treated like family. In the early years, Wayne worked alongside his youngest son Scott as the general manager, his oldest son Joe as the service manager, his son-in-law Jeff as the motorclothes manager, and his daughters Mary Beth, Sandy, and Nancy would help with events. Together they built a team which has 250 years of collective experience and knowledge to accommodate any need that arises. A team of which two-thirds of their staff have been with them for 15 years or more and remains loyal to the morals and service their owners imbued. The dealership has endured a lot of adversity in recent years with the passing of Wayne, Scott, and Mary Beth. In their absence, Joan, Joe, Todd, and the team they made have remained headstrong and passionate in keeping the values that Wayne set in stone on the foundation Suburban Motors was built. With Todd Berlin at the helm as the general manager, the team at Suburban Motors Harley-Davidson is at the ready for all your Harley-Davidson needs.
Need For Speed
A look back at the history of Suburban Motors Harley-Davidson will outline a consistency that extends beyond the start of the dealership; racing. Whether it was cars, motorcycles, ATV’s, or snowmobiles, if it had a motor the Houpts would find a way. Joe Houpt brought that tenacity to Suburban Motors Harley-Davidson and founded the Speed Shop. Now headed by Rick Cassel, he and Austin Clemens are specialists when it comes to getting exactly what you want out of your bike at the most cost effective to you. With decades of experience between them, you can rest assured that your motorcycle will be performing the best it ever has.
Welcome to the Family
Suburban Motors Harley-Davidson is more than another dealership, it’s an epicenter for any and all to congregate and feel as though they are coming home. A welcoming atmosphere invites you to wander and see all that they have to offer. Elizabeth Devereux and her team in the Motorclothes & Apparel Department will work tirelessly to get you just what you need for the riding season. Jim “Animal” Stoebe and his team in the Parts Department will have you riding in style with limitless accessory options. Nick Custer and his team of sales associates are here to help you find the right bike for you and your needs. They’re a big family at Suburban Motors Harley-Davidson, and they invite you to be a part of it! Stop in today and attend one of our many events to see why we've been around for 50 years!!
About us story!
Owners Wayne and Joan Houpt started Suburban Motors as a car dealership in 1968 before expanding to a Harley-Davidson® dealership in 1975 and have been family owned and operated ever since. In 1968, the business started as 'Suburban Motors of Grafton' selling AMC (American Motors), Jeep, Saab and Chrysler-Plymouth and was located in what is now the Verlo store in Grafton. The dealership moved to Thiensville in 1985 into the old Sommer's Automotive building where they shared the location with a Chrysler dealership. Later Wayne and Joan purchased the entire building and expanded the entire location to what is now Suburban Motors Harley-Davidson.
Through humble beginnings, and together by each other’s side for over 50 years, this husband and wife team succeeded with hard work and dedication to customer service, which is why our business is consistently recognized as a premier Harley-Davidson® dealership. Wayne is an avid rider and his love for racing runs deep into his roots. Although our business has been family owned and operated since 1975, the Suburban Family does not stop at the bloodline. Once you shop at Suburban, YOU become part of that Suburban Family too! Since customer satisfaction is our number one priority, our professional and courteous staff make sure you feel like family; important and taken care of. Together as the Suburban Family, our vision is to guide people to find their freedom on the open road by providing the timeless pursuit of adventure and freedom for the soul through the Harley-Davidson brand.
Known as “The Famous Wheeler Dealer”, Suburban Motors Harley-Davidson® is Wisconsin’s #1 Volume Harley-Davidson® dealer serving the Greater Milwaukee Area. No games, no gimmicks, no tricks…. Just a HUGE selection of new and pre-owned motorcycles, a large inventory of parts, accessories and merchandise, and talented service and performance shops, accompanied by our experienced, knowledgeable and friendly staff. Suburban Motors Harley-Davidson® is located at 139 N. Main St. Thiensville, WI 53092. Follow us on Facebook, Instagram, Twitter or YouTube or call us at (262) 242-2464.
We have hundreds of pre-owned and new motorcycles, all ready for immediate delivery. From Cruisers to Touring, including the release of the all new LiveWire®, our selection is top notch. Nowadays, it is not unusual for us to be selling a bike to the second or third generation rider. Our unparalleled selection of motorcycles means we have something for every customer that’s sure to please. On pre-owned bikes, no reasonable offer is refused and anything is taken in on trade.
Our Parts & Accessories and MotorClothes® inventories are huge too, featuring the newest and latest products including the Ride Free Collection and the IRONe electric bicycle for kids. Whether it’s basic bike parts or riding gear, a special order, a new product or something unique, we stock what you need. Let our friendly and knowledgeable staff assist you in getting you and your bike ready for the open road!
Our Service Shop offers all of your bike’s needs from oil changes to tire installation to maintenance packages to new parts installations. This experienced and talented staff includes not only one, but TWO Harley-Davidson® Master Technicians! Plus, all of their technicians can work on just about any year, make or model to meet your needs. Need your bike stored for the winter? Suburban’s Motorcycle Hotel has an abundance of storage room available that offers battery maintenance, Stabil in fuel tank, wash and wax in spring and safety inspection. We’ll even will pick up your bike and deliver it back in spring with our VIP package!
Suburban Speed is our full service performance center. Available for all of your performance needs, Suburban Speed can do anything from big bore and stroker kits to supercharging kits. Need your bike Dyno tuned? These guys will get you tuned to a T! And our Dyno is one of the few around that can tune a Trike! Our team has over 50 years of combined racing, riding, engine building and tuning experience to give the highest quality of service and performance to your bike.
Want to learn to ride or just need a fresher-upper? We offer the Suburban Motors Harley-Davidson® Riding Academy from May through October. These classes offer hands-on instruction and real road experience that teach the skills you need to get most out of riding. You’ll learn from Certified Riding Academy Coaches in a relaxed, supportive environment that fosters camaraderie and confidence.
Suburban Motors Harley-Davidson® hosts many events and rides throughout the year, so follow us on Facebook, Instagram and Twitter or check out the events calendar here: Calendar. You can expect to see an event to celebrate almost every holiday of the year including St. Patty’s Day, Mother’s and Father’s Days, Labor Day, and of course, our iconic Christmas Room in December with a Holiday Open House all three Saturdays leading up to Christmas! Our biggest event of the year is Suburban’s Block Fest held every year on the second Saturday of July. Events like these are a thank you our wonderful customers of our Suburban Family who have been the foundation of keeping our business going since 1975!
If you’re looking for a family-oriented, professional and fun Harley-Davidson® dealership, Suburban Motors Harley-Davidson® is a must stop! When you become part of our Harley-Davidson® family you become part of a select group. At Suburban Motors Harley-Davidson®, we value the opportunity to create a long term relationship with our customers. Join our Suburban Family today!
2025 Editorial
For 50 years, Suburban Motors Harley-Davidson has been a cornerstone of southeastern Wisconsin. Located in the suburbs of Milwaukee, they remain as one of the last family owned and operated Harley-Davidson dealers in the area.
Foundations
Starting as a small shop in 1975, Wayne and Joan Houpt have evolved the dealership into what it is today. They sought to create a community where all are welcomed and are treated like family. In the early years, Wayne worked alongside his youngest son Scott as the general manager, his oldest son Joe as the service manager, his son-in-law Jeff as the motorclothes manager, and his daughters Mary Beth, Sandy, and Nancy would help with events. Together they built a team which has 250 years of collective experience and knowledge to accommodate any need that arises. A team of which two-thirds of their staff have been with them for 15 years or more and remains loyal to the morals and service their owners imbued. The dealership has endured a lot of adversity in recent years with the passing of Wayne, Scott, and Mary Beth. In their absence, Joan, Joe, Todd, and the team they made have remained headstrong and passionate in keeping the values that Wayne set in stone on the foundation Suburban Motors was built. With Todd Berlin at the helm as the general manager, the team at Suburban Motors Harley-Davidson is at the ready for all your Harley-Davidson needs.
Need For Speed
A look back at the history of Suburban Motors Harley-Davidson will outline a consistency that extends beyond the start of the dealership; racing. Whether it was cars, motorcycles, ATV’s, or snowmobiles, if it had a motor the Houpts would find a way. Joe Houpt brought that tenacity to Suburban Motors Harley-Davidson and founded the Speed Shop. Now headed by Rick Cassel, he and Austin Clemens are specialists when it comes to getting exactly what you want out of your bike at the most cost effective to you. With decades of experience between them, you can rest assured that your motorcycle will be performing the best it ever has.
Welcome to the Family
Suburban Motors Harley-Davidson is more than another dealership, it’s an epicenter for any and all to congregate and feel as though they are coming home. A welcoming atmosphere invites you to wander and see all that they have to offer. Elizabeth Devereux and her team in the Motorclothes & Apparel Department will work tirelessly to get you just what you need for the riding season. Jim “Animal” Stoebe and his team in the Parts Department will have you riding in style with limitless accessory options. Nick Custer and his team of sales associates are here to help you find the right bike for you and your needs. They’re a big family at Suburban Motors Harley-Davidson, and they invite you to be a part of it! Stop in today and attend one of our many events to see why we've been around for 50 years!!
About us story!
Owners Wayne and Joan Houpt started Suburban Motors as a car dealership in 1968 before expanding to a Harley-Davidson® dealership in 1975 and have been family owned and operated ever since. In 1968, the business started as 'Suburban Motors of Grafton' selling AMC (American Motors), Jeep, Saab and Chrysler-Plymouth and was located in what is now the Verlo store in Grafton. The dealership moved to Thiensville in 1985 into the old Sommer's Automotive building where they shared the location with a Chrysler dealership. Later Wayne and Joan purchased the entire building and expanded the entire location to what is now Suburban Motors Harley-Davidson.
Through humble beginnings, and together by each other’s side for over 50 years, this husband and wife team succeeded with hard work and dedication to customer service, which is why our business is consistently recognized as a premier Harley-Davidson® dealership. Wayne is an avid rider and his love for racing runs deep into his roots. Although our business has been family owned and operated since 1975, the Suburban Family does not stop at the bloodline. Once you shop at Suburban, YOU become part of that Suburban Family too! Since customer satisfaction is our number one priority, our professional and courteous staff make sure you feel like family; important and taken care of. Together as the Suburban Family, our vision is to guide people to find their freedom on the open road by providing the timeless pursuit of adventure and freedom for the soul through the Harley-Davidson brand.
Known as “The Famous Wheeler Dealer”, Suburban Motors Harley-Davidson® is Wisconsin’s #1 Volume Harley-Davidson® dealer serving the Greater Milwaukee Area. No games, no gimmicks, no tricks…. Just a HUGE selection of new and pre-owned motorcycles, a large inventory of parts, accessories and merchandise, and talented service and performance shops, accompanied by our experienced, knowledgeable and friendly staff. Suburban Motors Harley-Davidson® is located at 139 N. Main St. Thiensville, WI 53092. Follow us on Facebook, Instagram, Twitter or YouTube or call us at (262) 242-2464.
We have hundreds of pre-owned and new motorcycles, all ready for immediate delivery. From Cruisers to Touring, including the release of the all new LiveWire®, our selection is top notch. Nowadays, it is not unusual for us to be selling a bike to the second or third generation rider. Our unparalleled selection of motorcycles means we have something for every customer that’s sure to please. On pre-owned bikes, no reasonable offer is refused and anything is taken in on trade.
Our Parts & Accessories and MotorClothes® inventories are huge too, featuring the newest and latest products including the Ride Free Collection and the IRONe electric bicycle for kids. Whether it’s basic bike parts or riding gear, a special order, a new product or something unique, we stock what you need. Let our friendly and knowledgeable staff assist you in getting you and your bike ready for the open road!
Our Service Shop offers all of your bike’s needs from oil changes to tire installation to maintenance packages to new parts installations. This experienced and talented staff includes not only one, but TWO Harley-Davidson® Master Technicians! Plus, all of their technicians can work on just about any year, make or model to meet your needs. Need your bike stored for the winter? Suburban’s Motorcycle Hotel has an abundance of storage room available that offers battery maintenance, Stabil in fuel tank, wash and wax in spring and safety inspection. We’ll even will pick up your bike and deliver it back in spring with our VIP package!
Suburban Speed is our full service performance center. Available for all of your performance needs, Suburban Speed can do anything from big bore and stroker kits to supercharging kits. Need your bike Dyno tuned? These guys will get you tuned to a T! And our Dyno is one of the few around that can tune a Trike! Our team has over 50 years of combined racing, riding, engine building and tuning experience to give the highest quality of service and performance to your bike.
Want to learn to ride or just need a fresher-upper? We offer the Suburban Motors Harley-Davidson® Riding Academy from May through October. These classes offer hands-on instruction and real road experience that teach the skills you need to get most out of riding. You’ll learn from Certified Riding Academy Coaches in a relaxed, supportive environment that fosters camaraderie and confidence.
Suburban Motors Harley-Davidson® hosts many events and rides throughout the year, so follow us on Facebook, Instagram and Twitter or check out the events calendar here: Calendar. You can expect to see an event to celebrate almost every holiday of the year including St. Patty’s Day, Mother’s and Father’s Days, Labor Day, and of course, our iconic Christmas Room in December with a Holiday Open House all three Saturdays leading up to Christmas! Our biggest event of the year is Suburban’s Block Fest held every year on the second Saturday of July. Events like these are a thank you our wonderful customers of our Suburban Family who have been the foundation of keeping our business going since 1975!
If you’re looking for a family-oriented, professional and fun Harley-Davidson® dealership, Suburban Motors Harley-Davidson® is a must stop! When you become part of our Harley-Davidson® family you become part of a select group. At Suburban Motors Harley-Davidson®, we value the opportunity to create a long term relationship with our customers. Join our Suburban Family today!
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