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Recognizing 100 CEOs & C-level Executives
Jeff Binkert 2023

Jeff Binkert


House of Harley-Davidson

Location: Milwaukee, WI

Founded: 2015

Industry: Power Sports/ Automotive

Jeff Binkert worked in private company fundraising for two years before raising investor capital to acquire the House of Harley-Davidson motorcycle dealership from its previous owner. Binkert now serves as president of the company.

After acquiring the dealership in 2015, Binkert oversaw a restructuring, which included promoting some existing employees and bringing in outside help to surround himself with an effective leadership team. This year, the company created a partnership with Kacmarcik Enterprises, which is spearheading the Iron District MKE development. This will include a professional soccer stadium, live music space and entertainment area for riders, music fans and sports fans.

Binkert also led an effort to rebuild customer satisfaction at the dealership. Customers have several options in the Milwaukee area to purchase or service their motorcycle. And nearly all Harley-Davidson dealerships offer the same parts, bikes, merchandise, clothing and services. Binkert saw service and customer experience as the key differentiator, and he set out to provide five-star service, the company said.

“Our people are committed to five-star service, which has allowed us to weather some difficult business conditions — nationwide and locally,” the company said.

In 2019, the company closed its Racine location and during the pandemic it broke ground on a massive storage facility connected to the back of its service department. The facility was completed in October 2020, and since its opening the service and storage business has grown each year. “I’d like to tell you we reinvented the wheel or came up with some secret plan, but what happened here is simpleWe committed to raising our game in the customer experience arena, hired and trained accordingly and adjusted our processes,” Binkert said. “We continue to strive for perfection.”
House of Harley-Davidson and Kacmarcik Enterprises give back to the community with support for military veterans and their families as well as fire departments, police departments and other public safety organizations. Some of the organizations the companies support include Concerns of Police Survivors (C.O.P.S.) , Camp Hometown Heroes, Camp Reunite, Milwaukee JFI, Milwaukee Police Foundation, Milwaukee Area Domestic Animal Control Commission (MADACC), Hunger Task Force and more.

“Simply put, freedom is our why,” the company said. “We provide world-class experiences for riders seeking freedom on two wheels, in the hometown of Harley- Davidson Motor Company, a company that symbolizes freedom. From there, we give back to the community by supporting those who keep us safe and free.”

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Did you know?

While not at the dealership, Jeff can be found playing his bass guitar, training for a half marathon, or attending a music or sporting event.


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