Warr's was founded on Kings Road in 1924 by Captain Frederick James Warr, becoming an official Harley-Davidson dealer that same year. Back then, the flagship of the Harley range was the 'Silent Gray Fellow', which would have cost a princely £85.
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
In 1999 the company moved into a new purpose built 20,000 sq ft dealership designed by architects Kilburn & Nightingale and built on the site of the original 1920's store. In 2003 a further Harley dealership was opened in Mottingham, South London - just 10 minutes townbound from jct 3 of the M25.
In 2014 at a ceremony in Nashville, Tennessee, Warr's were honoured by the Harley-Davidson Motor Company for outstanding loyalty and dedication to the brand since 1924. Exactly 90 years of Harley-Davidson sales and service. In 2024 Warr's will celebrate their 100th anniversary.
Left: Warr's original Kings Rd Store.
From those early days up to today, Warr's has been synonymous with Harley-Davidson and is Europe's oldest and biggest-selling Harley-Davidson dealership Group. Warr's dealerships are still owned and operated by the Warr family and form a part of the Warr Group of companies.
Pictured right: Founders sons. William H. Davidson (left) visits with Fred Warr jnr in 1959
Former international motorcycle racer and helicopter pilot John Warr has been the Warr's group 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. He is a founding member of the Harley-Davidson Motor Company UK dealer advisory council (DAC) and is the authorised Harley-Davidson 'historics' expert for the DVLA.
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
F H Warr & Sons Ltd is an Appointed Representative of Automotive Compliance Ltd which 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 finance providers and to act as an agent on behalf of the insurer for insurance distribution activities only.