Groupe Park Avenue adds Harley-Davidson


BROSSARD, QUE. – One of Quebec’s largest dealership groups has expanded its footprint with the acquisition of Léo Harley-Davidson.

Groupe Park Avenue, which owns several locations on Taschereau Boulevard in Montreal’s South Shore, joins a growing number of automobile dealership groups of late who have diversified their portfolio by adding the storied motorcycle brand.

“We look forward to discovering the essence of the prestigious Harley-Davidson brand and learning more about its passionate customers,” said Norman John Hébert.

“We will forge our areas of expertise in order to offer the best product possible to our customers. Léo Bouchard founded an important movement and community in the world of Harley-Davidson and we will continue to honour this tradition.”

Jean-Luc Dionne will be the dealership’s general manager.

Financial details of the purchase were not revealed.

Léo Harley-Davidson is the oldest exclusive Harley-Davidson dealership in Québec. It was first opened on Verchères Street in Longueuil in 1974 by Léo Bouchard.

“As I step aside, I am fully confident as I move on to other endeavours that the team is in good hands,” said Bouchard’s son and outgoing owner Éric Bouchard. “I know that our customers will benefit from Groupe Park Avenue’s know-how, and together, they will continue to put my father’s philosophy into practice.”

Groupe Park Avenue has experienced significant growth in recent years and said the motorcycle dealership purchase is part of a current “acquisition phase” and is in tune with “its vision of long-term expansion in all respects.”

It will also be the first dealership to operate under the banner of Norman John Hébert, who is Groupe Park Avenue’s vice-president if business development.

Groupe Park Avenue currently includes 23 car dealerships and a automotive discovery boutique. It retailed 14,400 vehicles last year marking $850 million in annual sales.