Harley-Davidson’s “Rewire” realignment plan continues with landmark Pacific Northwest dealership Latus combining with Columbia Harley-Davidson to erupt as Volcano Harley-Davidson. “Volcano Harley-Davidson in Vancouver, Washington, was selected for consolidation as part of the dealer network optimization in Harley-Davidson Motor Company’s Rewire Initiative,” notes owner Michael Veracka, who had acquired Columbia Harley-Davidson a year ago.
“We quickly outgrew the facility,” noted Veracka. “We knew we had to look elsewhere to move this growing dealership so that the team could continue fulfilling dreams of motorcycling to more and more customers.” Veracka didn’t have to look too far as George Latus was looking to go racing full time. Motors Harley-Davidson in Gladstone, OR only 30 minutes south of Columbia Harley, Latus Motors Harley-Davidson in Gladstone, Oregon, is only 30 minutes south and features a massive 53,000 sq./ft. state-of-the-art facility. The added bonus being no sales tax in the Oregon location.
“While it’s never easy to close such a legacy dealership, we are excited to welcome Vancouver area customers to the new Volcano Harley-Davidson in Gladstone,” said Veracka. He has formally changed the name of Latus Motors Harley-Davidson to Volcano Harley-Davidson and the Vancouver location has officially closed its doors.
Why is Harley-Davidson consolidating dealerships? “Harley-Davidson is trying to build stronger dealers that allow us to better serve our customers for the short and long term. Having fewer dealerships allows each dealer to invest more in facilities, offerings, and events that lead to a better customer experience. With Gladstone, OR being only 30 minutes away from Vancouver, they felt the area can be served with one dealership.
We understand Harley-Davidson’s decision to consolidate the Vancouver location comes as a disappointment to many loyal customers. First and foremost, our team wants the community to know we hear your concerns. As a family-operated dealership, we recognize the time it takes to build strong relationships and foster community. The goal of Harley-Davidson’s Rewire Initiative is to provide the highest quality service to all members of the Harley-Davidson community for another 100+ years. Volcano H-D looks forward to continuing to deliver a premium customer experience for many years to come at our new home.
What about Team Latus Motors Racing? The seller of the former Latus Motors Harley-Davidson, George Latus, plans to continue the Team Latus Motors Race Team legacy. Founder George Latus added he is happy to focus 100% of his time on the race team. Originally from Montana, George has had a lifelong love of motorcycles and motorsports. Latus’ involvement in racing stems from a love of competition, love of seeing racers on top equipment and as he said, “the motorcycle business has been very good to me and this is a way of giving back.”
“The timing is optimal and allowed the employees and inventory to transfer from Vancouver into the Gladstone location before the riding season ramps up,” claimed Veracka. “Combining the staff from Volcano with the Latus H-D employees is going to give the customers the best experience with an immediate increase in staff along with increased inventory and selection.” The new Volcano Harley-Davidson is located just 30 minutes south of Vancouver off exit 11 on I-205S at 870 E Berkeley St., Gladstone, OR.
