Peter Stevens legacy lives on under Motorcycle Holdings

New Peter Stevens’ owner Motorcycle Holdings has promised to continue the legacy of the iconic dealership chain as it completes its acquisition of eight stores. 

Motorcycle Holdings will continue with both the Peter Stevens and Harley Heaven names across eight stores in Perth, Adelaide, Melbourne, and Sydney. 

“This is not the end of Harley Heaven or Peter Stevens – it’s a new chapter,” said Matthew Wiesner, CEO of Motorcycle Holdings Ltd.

“These iconic brands are here to stay. With MCH’s comprehensive industry knowledge, strong financial backing and proven track record, we’re committed to ensuring the new Harley Heaven and new Peter Stevens dealerships continue to deliver for bikers across the country.”

The Peter Stevens business went into voluntary administration in May, with the company being split up to avoid liquidation and massive job losses. Motorcycle Holdings, which already owns many dealerships across the country, purchased eight stores, while Joe Rascal Group took another four stores in a separate deal. 

Former Peter Stevens stores now owned by Motorcycle Holdings include Peter Stevens in Dandenong and Adelaide, Harley Heaven in Perth, Penrith, Sydney, and Adelaide, Savage Motorcycles in Perth, and Triumph Sydney.

The move sees Motorcycle Holdings expand into South Australia and Western Australia and increases its footprint in Victorian and New South Wales. It also gives it new segments to deal in, courtesy of the Sea-Doo and Can-Am brands. 

Joe Rasal Group, meanwhile, has taken a different approach, rebranding its own Harley Heaven stores to Joe Rascal Harley-Davidson and Ducati Melbourne to Joe Rascal Ducati.