65 and loving it: Cox's Harley-Davidson gets ready to celebrate its birthday

ASHEBORO — As Cox’s Harley-Davidson turns 65 this year, it plans to do what a lot of 65-year-olds do.

No, not retire. Or go on Medicare.

It plans to celebrate 65 years!

But it’s not just its approaching 65th year in business that brings with it reasons to celebrate, but also its ride again to the top of sales charts in North Carolina ... and near it in the nation as a whole.

On Feb. 2, Cox’s Harley-Davidson learned that it was back at it, again, as a Platinum Bar & Shield Award winner. The family-owned dealership was informed by Harley-Davidson Motor Company that the Asheboro dealer was a top-5 dealer in the United States and the #1 dealer in North Carolina for the 2025 calendar year.   

Harley-Davidson’s “Bar & Shield” program is a comprehensive dealer performance and rewards strategy that recognizes top performing locations.  The metrics used to declare the winners take into account various attributes:

■ Motorcycle sales.

■ Parts & accessories sales.

■ Apparel sales.

■ Financing performance.

■ Customer satisfaction survey performance. 

The baseline(s) are created through corporate’s historical measurements for both the United States and the dealer’s assigned territory. For Cox’s Harley-Davidson, they held an average of 154.5% above the benchmarks, across all sales categories.  This, combined, with high customer satisfaction, set their team at the nation’s fourth-best performing store. 

Harley-Davidson will be visiting the store to help celebrate the staff’s accomplishments sometime in the spring. Plans are also being made to bring the motorcycling and business communities together for the Cox family to express their appreciation to all of those who have been dedicated to the brand. 

The combination of 65 years and the Platinum Award call for extra festivities throughout 2026. Everything will come together at this year’s birthday party in October. 

“There couldn’t be a better gift, any greater news, for us as we start to celebrate our 65th anniversary,” Stephen Cox, third generation owner said. “We knew that 2026 would be special and we are planning a fun year for all those who shop with us. But, this is certainly a catalyst to the excitement!

“It is all about culture. The team inside these walls believes camaraderie, communication and trust. A lot of sports teams sure could use us as an example. Culture gets us here!” 

In 1961, Recil Cox was a motorcycle enthusiast working in an Asheboro textile mill when he opened the original location. 

Until the new business was able to produce enough for a living, Cox continued as a textile equipment mechanic and opened the dealership each day once he returned home from work. 

Over the years, Cox’s has won multiple Platinum, Gold, Silver and Bronze Awards, along with countless other honors. The Cox name, throughout the Harley-Davidson dealer network, continues to be synonymous with leadership and customer service. 

“Sixty-five years of loyal customers. From Asheboro, Greensboro, Charlotte, Detroit, Houston, Orlando. You name it,” Cox said. 

“You’ll find our T-shirts in Japan, Iraq, Mexico and Italy. I have been on the streets of Madrid, Spain, and seen a Cox’s Harley-Davidson T-shirt.

“Our team, our customers, our family.  They all deserve this and I am proud of them.”