Cox’s Harley-Davidson Keeps the Good Times Rolling for Motorcycle Enthusiasts
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A lot has changed since Cox’s Harley-Davidson first started in Asheboro more than 46 years ago. But one thing that remains constant is the family’s commitment to customer service.
Recil Cox started the business out of his garage in 1961.
By day, he worked as a mechanic at a local mill. But every evening Recil would pursue his passion for “wrenching” – selling and repairing Harley-Davidson motorcycles, slowly building a full-time business that would eventually employ three generations of his family.
Recil and his wife, Betty, built the business from the ground up, with help from sons Jerry and Poochie. Tragically, Jerry died in 1973 following a motorcycle racing accident. Poochie Cox and his wife, Jan, became the sole owners of the dealership in 1997, marking the start of an era of tremendous growth. In fact, the business nearly doubled its size in 2000 and expanded its service department and warehouse space again in 2003.
Today, Cox’s Harley-Davidson is managed by Poochie’s son, Robbie, and is widely recognized as an award-winning destination dealership, with locations in Asheboro, Rock Hill, S.C., and Mansfield, Penn.
“My grandfather built this business on good service, and that’s what we’re known for,” says Stephen Cox, marketing and promotions manager for the dealership. “We’re a five-time winner of the Gold Bar & Shield Circle of Excellence Award – Harley-Davidson’s highest honor. We have customers from West Virginia that tow their bikes all the way to Asheboro for service. It’s a real family atmosphere, and once people come here, we want to make sure they come back.”
As part of that overall commitment to service, Stephen established Cox’s Finance & Insurance in March 2003.
“For years, we sent business to area agents,” says Cox, who is president of the agency. “I realized that we had kind of a captive audience and wanted to take advantage of that. We started just as a service to motorcyclists, but soon customers were asking about their cars and homes. We’re now a full-service agency with over 2,500 clients.”
This type of convenience is just one reason local customers are so loyal, says Kim Markham, owner of Asheboro Recycling and a long-time customer of Cox’s Harley-Davidson.
“I grew up riding dirt bikes as a kid, and bought my first street bike about 10 years ago,” Markham says. “I knew just what I wanted and where to find it. As a local business owner, I believe in doing business locally. But the fact is that Cox’s does a great job – it’s the convenience of having everything you need right there. The staff is friendly, courteous and knowledgeable. There’s a high level of trust – they believe in building long-term relationships with their customers.”
Cox’s builds those relationships in other ways as well. For example, it’s a major fundraiser for the American Cancer Society’s Relay for Life. And Cox’s added a Riders’ Edge® course in 2006. Known as Harley-Davidson’s Academy of Motorcycling, the Riders’ Edge® program helps new motorcyclists learn to ride in a safe environment.
“The focus is on safety, but we also want to show people how much fun it is to ride,” Stephen Cox says. “The Riders’ Edge® course also has helped us reach new demographics. We’re seeing more and more women learning to ride, and we’ve had good results from this program. We’re always looking at new markets and new ways to grow the business – starting with customer service, of course.”
Story by Amy Stumpfl
Photo by Todd Bennett
