Behind the move is one of the best known figures in the Irish motor industry, former Society of the Irish Motor Industry president, Brian Murphy of Belgard Motors fame. He is joined in the project by his son Jeff, who was sales manager at Belgard Motors.

The new main dealership for the full range of Harley-Davidson and Buell motorcycles will operate from premises on the Naas Road. Later in the year operations will transfer to a new purposebuilt showrooms and service centre which is under construction at the nearby Red Cow Retail Park.

The dealership, Dublin Harley-Davidson, is one of only two authorised Harley-Davidson outlets in the Republic. In addition to servicing Dublin city and county, the new business will be responsible for HarleyDavidson and Buell sales and service in Wicklow, Kildare and all counties north of a line from Dublin to Galway.