Léo Harley-Davidson and Groupe Park Avenue Unveil the Transformation of Their Brossard Dealership

Brossard, May 28, 2026 – Léo Harley-Davidson, an iconic dealership within Groupe Park Avenue and a landmark for motorcycle enthusiasts for over 50 years, marks a defining new chapter in its history with the completion of a sweeping transformation of its Brossard location.

The dealership celebrated the milestone yesterday in a festive atmosphere, surrounded by employees, partners, and passionate riders who gathered to experience this new era firsthand.

A Reimagined Environment, True to the Harley-Davidson Legacy

Led by Groupe Park Avenue, this project redefines the customer experience through a fully reimagined space that is more immersive and contemporary. Conceived as a true gathering place for the Harley-Davidson community, the new dealership embraces a bold architectural vision where contemporary design, premium materials, and an industrial spirit converge. Every area has been thoughtfully curated to showcase motorcycles, apparel, parts, and accessories to their fullest.

The mezzanine remains a centrepiece of the project: the vintage motorcycle collection belonging to Léo Bouchard, founder of Léo Harley-Davidson and inductee of the Canadian Motorcycle Hall of Fame, continues to be displayed there with pride. Now preserved by his son Éric Bouchard, the collection stands as a living tribute to the dealership's roots and the identity shaped over decades.

A Reimagined Customer Experience

After nearly 20 years in its location on Boulevard Taschereau, Léo Harley-Davidson sought to evolve its environment to deliver a more seamless experience, better aligned with the expectations of today's clientele. In-store flow has been optimized, and the newly modernized service department welcomes customers in a space where efficiency, comfort, and personal connection are central to every visit.

Looking Forward

Founded more than half a century ago, Léo Harley-Davidson has accompanied thousands of motorcyclists in pursuing their passion. From its very first location on Rue Verchère in Longueuil to this renewal today, the dealership remains a Harley-Davidson leader in the province and an essential destination for riders across the region.

"This transformation is far more than a renovation project. It reflects our commitment, as a Group, to investing in environments that elevate the customer experience while honouring the distinct identity of each of our brands," says Norman John Hébert, President and Chief Executive Officer of Groupe Park Avenue.

"We wanted to create a space at Léo Harley-Davidson that truly reflects the values and sense of belonging that have always united the dealership and its community. We are incredibly proud of what has been achieved," adds Maggy Michaud, General Manager of Léo Harley-Davidson.

Léo Harley-Davidson and Groupe Park Avenue extend their heartfelt thanks to their customers for their loyalty and understanding throughout the renovation, as well as to their employees, whose exceptional dedication made this project a reality. All are warmly invited to come celebrate the grand opening at a public event on Saturday, June 20.

About Léo Harley-Davidson

For over 50 years, Léo Harley-Davidson has kept the passion for motorcycling alive for thousands of enthusiasts across Québec. Located in Brossard since 2006, the dealership is recognized as a Harley-Davidson benchmark in the greater Montréal area and beyond, known for its expertise, its service, and its vibrant community of riders. True to its heritage, the dealership continues its mission: to deliver an authentic, human, and memorable experience with every visit.

About Groupe Park Avenue

Founded in 1959, Groupe Park Avenue has stood for over 65 years as a leading name in Québec's luxury automotive industry. Rooted in a strong family heritage, the company has built its reputation on enduring values — integrity, passion, and an unwavering commitment to customer excellence. Today, Groupe Park Avenue brings together an expansive portfolio of prestigious dealerships and brands, and continues its mission to deliver distinctive, human, and innovative client experiences.

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For more information:

Annie Martel | annie.martel@leoharleydavidson.com

Marketing Director

Léo Harley-Davidson