Virgil "Wolf" Schulenburg was only 25 years old when he took the opportunity to buy the Harley-Davidson dealership in Sauk City, WI in November of 1979. As an enthusiast, he had purchased a Harley® bike in Seattle, while in the Navy, in 1975. It was a 1941 Knucklehead, 61 cubic inches.

The business has grown to include MotorClothes® Apparel, Genuine Mechanical Accessories, Financing and numerous other articles that go along with the "enthusiast image" of Harley owners.

At present we are 72,376 sq. ft., one of the largest Harley-Davidson dealerships in the U.S. In the Spring of 2009 Virgil seized the opportunity to purchase 2 more Dealerships. Dubuque Harley-Davidson in Dubuque, Iowa and Galena Harley-Davidson in Galena, Illinois have been added to the family. We are now "The Dealer Who Cares" in 3 states, and are ready to give you the same great service that you have come to know.

Sauk Prairie Harley-Davidson has received 17 Gold Bar & Shield Circle of  Excellence Awards.   To receive this annual prestigious award your dealership has to be one of the top 25 Harley-Davidson dealers in the United States.

We sponsor and participate in a number of local and national community and charitable events, the largest being our Freedom Ride to benefit Muscular Dystrophy Association (MDA) where we raise over $100,000 for MDA each year.

Our mission statement is the same as our motto:

"The Dealer Who Cares"

We Care about our customers and the motorcycles they ride.

We Care about our employee’s and the career path they’ve chose.

We Care about our community and what we can do to help it prosper.

We Care about Harley-Davidson, the products we sell, the lifestyle we embrace.

We care about the code of conduct as part of the Harley-Davidson family.