Bruce Rossmeyer’s Daytona Harley-Davidson Dealership is now Teddy Morses Daytona Harley Davidson

About the Bruce Rossmeyer’s Daytona Harley-Davidson Dealership

Dealership History – Bruce Rossmeyer’s Daytona Harley-Davidson is a Harley-Davidson dealership located in Daytona Beach, Florida. It is one of the largest Harley-Davidson dealerships in the world, with over 100,000 square feet of showroom space. The dealership was founded by Bruce Rossmeyer, who was a well-known Harley-Davidson enthusiast and collector. Rossmeyer passed away in 2009, but the dealership continues to operate and is now run by his family.

It offers a wide selection of new and pre-owned Harley-Davidson motorcycles, as well as parts, accessories, and service. It also has a museum on site that displays some of Rossmeyer’s collection of vintage and rare Harley-Davidson motorcycles.

The Dealership Changes Hands

The Florida-based Ed Morse Auto Group, a chain of 32 new-car dealerships, is expanding into motorcycle retail in a big, big way — specifically, with the blockbuster purchase of Bruce Rossmeyer’s Daytona Harley-Davidson, a landmark Harley dealership, and a trendsetter in experience-based branding and retail sales, since the 1990s.

The Rossmeyer family has sold Bruce Rossmeyer’s Daytona Harley-Davidson and Destination Daytona at 1635 N. U.S. 1 after being in business for 28 years, to Teddy Morse of the Ed Morse Automotive Group, a press release announced on Thursday, Nov. 17.

“Our kids continued Bruce’s dream after his death and I am very proud of them,” principal owner Sandy Rossmeyer said. “I am also extremely pleased that we are selling to a buyer who knew Bruce and that Mr. Morse is thrilled to carry on the Daytona Harley-Davidson legacy. The time to sell is when you are on top, and my children and our loyal team of associates have certainly kept us there and will work hard to help Teddy build his own Harley-Davidson legacy.”

Besides selling roughly 1,000 Harleys annually, the motorcycle dealership also does a land-office business in Harley-branded clothes, merchandise, and jewelry, as well as parts and accessories.

New Name: Teddy Morse’s Daytona Harley-Davidson

The Bruce Rossmeyer’s Daytona Harley-Davidson dealership will operate under the name Teddy Morse’s Daytona Harley-Davidson. Destination Daytona will continue to operate with its existing tenants, the Clarion Inn Ormond Beach, the 35-000 square-foot Rock N’ Roll event pavilion, and the Saints and Sinners Pub. The dealership will soon begin selling LiveWire, an electric American motorcycle brand.

The Ed Morse Automotive Group, which has been family-owned for over 75 years and is headquartered in Delray Beach, currently owns 36 dealerships, 70 automotive franchises, 40 locations and 18 automotive and motorcycle brands. The New Smyrna Harley-Davidson dealership will be closing permanently on Nov. 30.

The purchase also includes the Main Street retail store at 510 Main St. Bridge, and will be called the Teddy Morse’s Daytona Harley-Davidson Main St.

“After our purchase of three Harley-Davidson dealerships and a retail store in Texas recently, we had the opportunity to make this deal in Ormond Beach and it was too exciting to pass up,” said Teddy Morse, chairman and CEO of Ed Morse Automotive Group. “We loved the fact that this amazing entertainment campus is in our home state and that the Rossmeyer family wanted it to go to another family-owned business. We look forward to enhancing and expanding this incredible property.”

Background – At Teddy Morse’s Daytona Harley-Davidson® and The Ed Morse Automotive Group, we believe that true success comes from the positive impact we leave on our employees, our customers, and our community. As a family owned and operated business for over 75 years, we make it our duty to remain honest and forthright in our business and to consistently enrich the lives of others through our service. These core values have been instilled in our company since 1946, when Ed Morse founded Morse Motors with his father. Today, our Chairman and CEO, Teddy Morse, holds fast to these high standards while continuing to build on the family legacy, which now proudly includes Teddy Morse’s Daytona Harley-Davidson®.

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Article – Ormond Beach Observer

About The Flying Piston

2022 Flying Piston Benefit Sturgis AuctionThe 2023 Daytona edition of the  Flying Piston Benefit Builders Breakfast is produced by Marilyn Stemp of Iron Trader News and Jeff Najar of Green Forest Brand.  Our work raises awareness and funds for non-profits and individuals in the motorcycle community, vets, and kindergarteners. We have helped over 70,000 kiddos learn to ride by donating bikes to kindergartner P.E. classes across the country.

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