Written by: TFVstaff • December 20, 2018• Cutler Bay

The Peterson Legacy

It’s a long way from Door County, Wisconsin to Miami, Florida, but for the Peterson family it’s also the beginning of a sixty-four year journey toward becoming one of the most recognizable names in the motorcycle world.

Borne of Phil Peterson’s own love of racing, Peterson’s Harley-Davidson South has become well-known in motorcycle circles for it’s attention to detail and dedication to customer satisfaction. Now run by Phil’s sons Drew and Dirk, alongside Drew’s son, Drake, the store may have evolved with the next generation (they now offer a secure online ordering system and expanded motorclothes and accessories department) but the founding principles still remain.

For those not familiar with the Peterson story it goes a bit like this: post World War 2, Phil lived out a dream by purchasing a Harley-Davidson motorcycle; a 1946 WL Harley 45 cu (750) that he purchased for $425.00, money he saved up while in the Navy. With the support of his wife and children, he formed a Wisconsin motorcycle club and eventually began racing, eventually winning the Minnesota Novice Championship. During this time, Phil developed a friendship with Walter C. Davidson of Harley-Davidson and in 1953, Davidson approached Phil about becoming a Harley-Davidson dealer. The chance friendship soon led him to his first dealership in Key West, where he met Miami dealer Billy Temple, who sponsored the young racer.

But Wisconsin called the Peterson clan, about to welcome a fifth child, home to their farm with the promise that Temple would leave his Miami dealership to Phil. True to his word, Temple turned the keys over in 1965. During the first month, Phil sold all the motorcycles he has on the floor.

Today, the dealership boasts a service department of Harley-trained and certified technicians and mechanics with more than 150 years of combined experience. From complicated projects to simple tune-ups, the Peterson team works with customers to ensure the highest levels of service. On the sales side, Peterson’s has a large selection of new and pre-owned motorcycles at reasonable prices with friendly sales people to help you choose the right one for you, with financing and insurance options. In addition Peterson’s offers FREE beginner riding lessons or refresher courses, stop in or call us for details 305-235-4023.

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