Northwest Harley-Davidson

2019 Silver Bar & Shield Award Winner



Lacey, WA (February 25, 2020) -  Northwest Harley-Davidson earned the prestigious Silver Bar & Shield Circle of Achievement Award for 2019. Presented by Harley-Davidson Motor Company, this award is given to dealers based on its delivery of premium customer experiences and for demonstrating operational excellence across a range of categories.

 "We're proud to present this high honor to Julio Valdenagro and Joe Deck in recognition of the many ways Northwest Harley-Davidson delivers personal freedom to Harley-Davidson riders' day in and day out," said Dave Cotteleer, vice president and managing director for U.S., Harley-Davidson Motor Company. "Strong, passionate dealers like Julio Valdenagro and Joe Deck who inspire new people to take their first steps toward riding and offer long-time riders the quality service they expect and deserve, are big reasons why Harley-Davidson has been a respected, recognized brand for over 116 years."

Silver Bar & Shield award recipients, like Northwest Harley-Davidson, consistently elevate the brand by providing their customers with exceptional and authentic Harley-Davidson experiences.

Northwest Harley-Davidson has been providing premier Harley-Davidson experiences in the South Sound since 1994. The Northwest Harley-Davidson team had previously been awarded in the nationally recognized Bar and Shield Award for Excellence. This is the first time the Northwest Harley-Davidson dealership has achieved the coveted Bar and Shield Silver status. The Harley-Davidson dealership network has 526 locations in the United States 

Julio and Joe would like to extend their gratitude to the South Sound community for supporting their local business. This recognition showcases the exceptional customer experiences their team provides the patrons of the South Sound. They are proud of this achievement. Going forward, Northwest Harley-Davidson is committed to serving the existing motorcycle community as well as preparing for the future of motorcycling. These investments in the future can be seen in preparation efforts for the electrification of motorcycles. The dealership recently installed EV charging infrastructure for the new LiveWire motorcycle, the first electric motorcycle offered by Harley-Davidson.

 About Northwest Harley-Davidson

 Northwest Harley-Davidson is a locally owned, motorcycle dealership located down the street from Joint Base Lewis-McCord and is open six days a week. Their full-service dealership offers a large selection of both new and pre-owned motorcycles. With one of the largest MotorClothes® and Genuine Parts and Accessory departments in the South Sound, they offer a vast selection of men's and women's apparel, riding gear, and just about everything else to make your riding experience like no other. Their service department can help with routine maintenance as well as accessorizing a ride to make it truly one of a kind. They regularly participate in South Sound charitable organizations and events – for both motorcyclists and non-motorcyclists alike. For more info, visit


The team at Northwest Harley-Davidson is proud of this achievement. We have worked hard over the years to build a dealership and a team of experts that meet exceptionally high factory standards.

 Among some of the criteria considered is:

  •  Our customer satisfaction survey results
  •   The cleanliness and professionalism of our showroom facility
  •  Our ability to offer competitive financing through Harley-Davidson Financial Services
  •  The loyalty of our customers to return for Service work
  •   Expertly trained staff

One significant component of this award is how we take care of our customers after the sale of a motorcycle. We are proud to say that the majority of our customers who purchase their motorcycle from us come back to service their motorcycle with us time and time again. We aim to build that trust in each member of our Harley-Davidson family.

Our technicians have gone through a rigorous set of training courses to ensure they are up to speed on all of the latest technology. These courses include many required online courses as well as intensive classroom training sessions to walk through the practical use of working on each type of Harley-Davidson motor, electrical system, chassis system, and powertrain repair/maintenance. Each technician has been equipped with the proper training and specialized tools to ensure any maintenance or repair your motorcycle may require.

To ensure our guests are receiving the highest level of service and quality, we will continue our effort in 2020.