Warr's is Europe's oldest authorised Harley-Davidson dealership and was founded on London's Kings Road in 1924 by Captain Frederick James Warr, becoming an official Harley-Davidson dealer that same year.
In 1949 F.J's son Fred Warr left the Royal Air Force and went to work for his father. Postwar trade restrictions meant new Harleys were not allowed to be imported into the UK. Fred Jnr campaigned long and hard against both the US Senate and British Government to have the restrictions lifted and he was eventually successful. By 1956, the first new civilian Harleys to be imported directly from Milwaukee into the UK since 1939, arrived at the Kings Road dealership.
From the 1940's to the early Seventies, Warr's was the only official representation for Harley-Davidson in the UK.
Pictured right: F.J. Warr (1916)
In 1999 the company moved into a new purpose built 20,000 sq ft dealership designed by signature architects Kilburn & Nightingale and built on the site of the original 1920's store. In 2003 a further Harley dealership was opened in South East London.
Left: Warr's original Kings Rd Store.
From those early days up to today, Warr's has been synonymous with Harley-Davidson and is the oldest 'founders' family owned Harley-Davidson dealership group outside the USA.
Pictured right: Founders sons. William H. Davidson (left) visits with Fred Warr jnr in 1959.
Former international motorcycle road racer John Warr has been Warr's Managing Director since 1990.
John is also the founder and director of both Chelsea & Fulham and Meridian Harley Owners Groups and is a regular participant in the annual London to Brighton Pioneer Run riding his 1914 'Silent Gray Fellow' Harley-Davidson.
left: John Warr on tour with Chelsea & Fulham H.O.G. in the South of France
Registered Name: F.H Warr & Sons Ltd, trading as Warr’s Harley-Davidson
Company Registered Number: 582482
Vat Number: 227259457
Registered Office Address: 611 Kings Rd, London SW6 2EL
Place of Registration: England and Wales
© H-D 2023. Harley-Davidson and the Bar & Shield logo are among the trademarks of H-D U.S.A., LLC.
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F H Warr & Sons Ltd is an Appointed Representative of Automotive Compliance Ltd, who is authorised and regulated by the Financial Conduct Authority (FCA No 497010). Automotive Compliance Ltd’s permissions as a Principal Firm allows F H Warr & Sons Ltd to act as a credit broker, not as a lender, for the introduction to a limited number of lenders and to act as an agent on behalf of the insurer for insurance distribution activities only.
We are a credit broker and not a lender. We can introduce you to a limited number of lenders and their finance products. We are not an independent financial advisor and we act as their agent for this introduction. We may advise you on the products, subject to your personal circumstances, though you are not obliged to take our advice or recommendation. We do not charge you a fee for our services. Whichever lender we introduce you to, we will typically receive commission from them (either a fixed fee or a fixed percentage of the amount you borrow). For your reassurance, all of the lenders we work with could pay commission at different rates, but the commission we receive does not influence the interest rate you will pay. Our aim is to secure finance for you at the lowest interest rate you are eligible for from our panel of lenders. If you ask us what the amount of commission is, we will tell you in good time before the Finance agreement is executed. All finance applications are subject to status, terms and conditions apply, UK residents only, 18’s or over. Guarantees may be required.