The Iron Town
Harley-Davidson dealership is located at 1925 S. Moorland
Road in New Berlin.
BERLIN - The Harley-Davidson dealership in New Berlin once known
as “Hal’s” has changed its name to “Iron Town” - a label
that draws from the greater Milwaukee area’s history with iron
and steel foundries that date back to the mid-1800’s, according
to Kurt Harder, general manager of Iron Town Harley-Davidson
referred to this era as a pivotal time for not only the country,
but also Milwaukee and its neighboring communities with their
foundries that forged the iron used to lay railroads and the
foundation on which the city was built.
foundries were very prevalent here in the industrial age,”
Harder said. “This
area was a hub for iron and steel and it spread north.”
bringing its customers back to the greater Milwaukee area’s
roots, the dealership is hoping to remind its customers of what
Harley is all about — a product as tough as iron with an
intimidating roar, and built to last, Harder said.
of the mystique behind Harley-Davidson is that if you ride a
Harley you’re kind of a badass, you’re tough,” Harder said. Iron
Town also connects back to the terms “Iron Horse,” or
“Milwaukee Iron,” nicknames that oldschool riders used to
describe Harley, which stems from Bill Davidson’s creation of
the motorcycle model, the 883 Iron, according to Harder.
behind all the history lies the dealership’s focus of catering
to the customer’s needs, Harder said. He added that the
dealership’s business model is customer centric, which is
reflective in their “Iron Town Pledge” to make offerings that
other dealers are unwilling or unable to offer, he said.
comes first and we always try to find yes to a customer’s
request,” Harder said.
Town Harley-Davidson started
out in 1959 as J& S Cycles in West Allis and was originally
owned by John and Sharon Sekulic, according to Iron Town’s
website. The business grew,
and by 1965, had moved to New Berlin. In 1978, which was the Motor
Company’s 75th anniversary year, Hal Topel acquired the
dealership andchanged its name to Hal’s Harley-Davidson. In June
of 2016, Sara and Eric Pomeroy, purchased the dealership from on
of Hal’s children.