A History of Roanoke Valley Harley-Davidson, Ltd.
In 1914, Harley-Davidson Motor Company placed Milton Menefee as its first dealer in Roanoke. This was only 11 years after the Motor Company was established in Milwaukee, Wisconsin, so Harley-Davidson has had a presence in the Roanoke area almost from the beginning. The store was sold in 1922 to Ed and John Whaley, two brothers who owned it until 1953. John Butterfield purchased the dealership, then located on Campbell Avenue, and moved it to 2450 Centre Avenue in 1957.
In December of 1982, Loyd and Kathy Shiffer bought the dealership and operated it at the Centre Avenue location for almost 13 years. In 1995, the owners constructed a new building at 1925 Peters Creek Road, and moved in on October 2, 1995. Today, the Shiffers operate the business, with their three children and staff.
RVHD consists of five departments: Service, Sales, Parts, Finance and Insurance, and MotorClothes® Merchandise. The MotorClothes merchandise department is the largest and most complete in Southwest Virginia.
Roanoke Valley Harley-Davidson won Harley-Davidson Motor Company’s Gold Bar and Shield award in 1985, and the Bronze Bar and Shield in 1996 and 1997. 2003, the 100th Anniversary year, turned out to be a very special year for all of us at the dealership, and we were once again awarded the Bronze Bar and Shield award from Harley-Davidson Motor Company.
A History of Roanoke Valley Harley-Davidson, Ltd.
