House of Harley-Davidson sold, and now under new management

MILWAUKEE -- The House of Harley-Davidson, Milwaukee’s largest and best known Harley-Davidson dealer, is now under new management.

Former owner John Schaller has sold the business to Jeffery Binkert, of Lake Geneva, and his business partner Craig Winger, of Twin Lakes.

“Jeff brings with him over two decades of experience in financial markets and sales management, which will serve him well running a multi-faceted global company,” says Schaller. “I feel confident that he will continue to build upon the success which we’ve earned over the last 22 years.”

Schaller will continue to be on staff at the House in an advisory capacity through the 115th Anniversary in 2018.

Binkert will take over immediately as President, and Craig Winger will be VP and General Manager. No other immediate staff changes are planned.

“The opportunity to shift my energy and my career towards something I’m so passionate about is a dream come true,” says Binkert. “Craig shares my passion and has done an amazing job serving his customers in the Harley-Davidson world.   I am honored to be able to lead this iconic organization that John Schaller has led so well, and look forward to building on the legacy with the incredible potential of the existing team and the dealership.”

The House of Harley-Davidson is the oldest and one of the largest Harley-Davidson dealerships throughout Wisconsin.  It is located on Layton Boulevard near downtown Milwaukee and General Mitchell International Airport.

The House offers a 7,500 square foot showroom, featuring both new and pre-owned Harleys. Customers are custom-fit to ensure the bike is their own and each customer has a personalized experience. The store also offers the largest selection of parts and overall Harley-Davidson merchandise of any location across Wisconsin. The House of Harley features a world-class service department with the highest-ranking technicians in the world. The House is the official service provider for all police municipalities in southeast Wisconsin, including the Milwaukee Police Department, Milwaukee County Sheriff's Office, Wisconsin State Patrol, and more.

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