Warr's Harley-Davidson

90-plus years of history in a single place


Warr's was founded on the Kings Road in 1924 by Captain Frederick James Warr, becoming an official Harley-Davidson dealer that same year. Back then the flagship of the Harley range was the 'Silent Gray Fellow' which would have cost a princely £85.

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Picture: F.J. Warr


In 1949 F.J's son Fred Warr left the Royal Air Force and went to work for his father. Post war trade was tough though and much of the business concentrated on selling and servicing ex miltary surplus WL750s, also known as 'Liberators'. At that time trade restrictions meant new Harleys were not allowed to be imported into the UK. Fred Jnr campaigned long and hard against both the US Senate and British Goverment to have the restrictions lifted and he was eventually successful. By 1956 the first new civilian Harleys to be imported direct from Milwaukee into the UK since 1939 arrived at the Kings Rd dealership. From the 1940's to the early Seventies, Warr's was the only official representation for Harley-Davidson in the UK.

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Picture: Warr's original Kings Rd Store


William H. Davidson (left) visits with Fred Warr jnr in 1959

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Former motorcycle racer John Warr has been group Managing Director since 1990. John is also the founder and director of both Chelsea & Fulham and Meridian Harley Owners Groups and is a regular participant in the annual London to Brighton Pioneer Run riding his 1914 'Silent Gray Fellow' Harley-Davidson.

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Picture: John Warr on tour with Chelsea & Fulham H.O.G. in the South of France


In 1999 the company moved into a new purpose built 20,000 sq ft dealership designed by architects Kilburn & Nightingale and built on the site of the original 1920's store. In 2003 a further Harley dealership was opened in Mottingham, South London - just 10 minutes townbound from jct 3 of the M25..

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Picture: London Kings Road


In 2014 at a ceremony in Nashville, Tennessee, Warr's were honoured by the Harley-Davidson Motor Company for outstanding loyalty and dedication to the brand since 1924. Exactly 90 years of Harley-Davidson sales and service.

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From those early days up to today, Warr's has been synonymous with Harley-Davidson and is Europe's oldest and biggest selling Harley-Davidson dealership Group. Today Warr's dealerships are still owned and operated by the Warr family and form a part of the Warr Group of companies. We look forward to welcoming you to Europe's oldest and most successful Harley dealerships.