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Durango Harley-Davidson brings in new general manager as part of growth plan

Business looks to add more dealerships in the next five years
Durango Harley-Davidson, located at 750 South Camino del Rio in south Durango, has new a General Manager, Tug Nethery. (Matt Hollinshead/Durango Herald)

Durango Harley-Davidson announced in late January that it has hired a new general manager in order to drive growth to the business.

Tug Nethery was hired to oversee operations under the vision of owners Trevor and Catie Bird.

Nethery previously served as General Manager with Thunderbird Harley-Davidson in Albuquerque. In his new role, Tug will continue to develop the team at Durango Harley-Davidson as it keeps growing in The Four Corners.

“I am extremely excited about the Bird family's vision and growth plans for Durango Harley-Davidson and beyond,” said Nethery in a news release. “The culture at Durango H-D is as good as the views you get to experience when you buy or ride a bike here.”

Durango Harley-Davidson employs 25 full-time staff members.

The Birds saw an opportunity to expand their business after the Four Corners Harley-Davidson in Farmington closed last year, doubling Durango Harley-Davidson’s market.

“We're now truly serving the entire four corners. Our market now extends in the Arizona, Utah and most of northern New Mexico,” Trevor Bird said.

Nethery’s hiring will also give Bird more time to focus on running the Four Corners Motorcycle Rally.

The dealership is well-known for being the hub for the Four Corners Motorcycle Rally, which has undoubtedly helped the business. The rally drives thousands of visitors to the area over Labor Day Weekend.

Many in the business community credit the event for bringing one last economic boost to La Plata County before entering the fall season, which is slow.

Bird is also looking to acquire other dealerships with Nethery now in charge in Durango. The plan is to purchase two to three dealerships in the next three to five years.

“As we grow the number of dealerships that we have in our portfolio, it gives our team members more opportunities to grow in their careers and take on bigger and better responsibilities, leading bigger teams,” Bird said.

Bird said Durango Harley-Davidson has experienced an increase in customers since the Farmington dealership closed. Part of this customer growth also came after Fun Center stopped selling Harley-Davidson brands.

“We've always had a great customer base throughout the state of New Mexico, not just Farmington or northern New Mexico, but throughout the entire state,” Bird said. “But with Fun Center dropping the Harley Davidson brand, we definitely have seen a huge increase in customers coming up to our shop, whether it's for service parts or to buy a new motorcycle.”

In January, the dealership set new sales record for that month alone.

Durango Harley-Davidson is one of the few motorcycle dealerships in the area with competition from businesses like Fun Center and Handlebar Motorsports.


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