United Beverage Owners Purchase Harley-Davidson / Buell Dealership
Anthony and Vince Lumetta are heading out on the highway in a whole new way. For many years they've sent their fleet of United Beverage distribution trucks on the road across Eastern Iowa. Now, they'll also put Harley-Davidson® bikes on the highway. The Lumetta brothers are the new owners of Waterloo's Harley-Davidson motorcycle dealership.
The dealership has a new name, Silver Eagle Harley-Davidson / Buell. Even though the name is new, they plan to build on the dealership's past success with an eye to the future and opportunities for growth.
"The staff is highly respected," says Anthony Lumetta, Silver Eagle Harley-Davidson / Buell president and United Beverage vice president. "People bring their bikes in from all over the country to have performance work done. The staff is great and they're excited to help us bring some new programs and merchandise from Harley to our customers."
Harley-Davidson® MotorClothes® merchandise draw a significant amount of business to the dealership and the new owners plan to expand their clothing line.
Vince and Anthony have been at the helm of United Beverage since their father Mat retired in 1987. United Beverage is the distributor of Miller, Coors and several other beer labels for the Cedar Valley and surrounding area.
"We have some of the best known brands in the world now under one roof, Miller, Coors and now Harley," says Vince Lumetta, United Beverage president and Silver Eagle Harley-Davidson / Buell vice president. "Harley and Miller do a lot of marketing together through event sponsorships."
The two started to look into dealerships about five years ago as they traveled on business. They visited dealerships and talked to owners in other parts of the country. They also talked to Elaine Bruns, the long-time owner of the Waterloo dealership.
"We just kept in touch," says Anthony. "And the last time we asked her about the dealership she said she was willing to look at something and well, here we are."
Elaine and her husband Marvin owned the dealership since 1976. When Marvin passed away in 1987, Elaine left her career as a home economics teacher at Hoover Intermediate School to run the dealership. Her son Doug and daughter Jenny helped her run the business and will continue to play an important role.
The dealership had a rich tradition of excellence under Elaine's tenure. It earned Harley's distinguished Bar and Shield Circle of Excellence Award several times. The award is handed out annually to give recognition to the top Harley-Davidson dealerships in the country. Vince and Anthony plan to build on that tradition. The dealership will continue to sponsor the local H.O.G.(Harley Owners Group) and L.O.H. (Ladies Of Harley) chapters as well as the local B.R.A.G. (Buell Riders Adventure Group).
"When word got out we were buying the dealership some people wanted to know what we rode, what kind of bikes we had," Anthony says. "Even though we have a passion for Harley® motorcycles, neither of us has ridden since we were kids and that was mostly dirt bikes around home up in Denver."
"That will change soon." Vince says with a smile. "I guess we'll be able to pretty much ride any bike we want."
Awards and Recognition
