Cerini Harley-Davidson/Buell is a dealership rooted in history and advancing toward the future in motorcycling.
As the oldest dealer in Pennsylvania, Cerini’s has experienced many transformations and continually changes to meet customer needs. While honoring the past, Cerini Harley-Davidson/Buell reaches out to the motorcycling community through advertising, promotions, community involvement, and unique services for customers.
The History of Cerini Harley-Davidson/Buell
Like most great American establishments, Cerini Harley-Davidson/Buell had a most humble beginning. In 1920 two Italian immigrants, Ernest and Olivia Cerini, opened a Harley-Davidson dealership in a small schoolhouse in the town of Donora, Pennsylvania near Pittsburgh, Pennsylvania. With the odds against him, Ernest Cerini built a successful business that he would pass down through his family for generations.
Under Mr. Cerini’s direction, the business moved approximately one year after opening and again in 1925. Both moves were short distances, which kept the business in Donora. Throughout the moves, Mr. Cerini built his business by accumulating an inventory of spare parts and accessories, while avidly sponsoring and participating in group rides with enthusiasts from the tri-state area. This tradition has become a foundation of the Cerini dealership as evidenced by their support of local rides and their title as Harley-Davidson’s 2004 Great Lake’s Region Parts and Accessories Retailer of the Year.
A Second Generation
The Cerini’s passed their dealership on to their son, August “Babe” Cerini. Babe and his wife, Marie Cerini, assumed ownership and incorporated the dealership under the name Ernest Cerini, Inc. in 1993. From his years of growing-up in the family business, Babe became recognized as an expert mechanic and knowledgeable riding enthusiast. His talent for repairing motorcycles and loyalty to the Harley-Davidson brand are legend.
In fact, many Cerini customers remember the day when anyone not on a Harley® motorcycle had to park across the street!
A Third Generation
Although Babe and Marie enjoyed the days of a small family business, they recognized the need to expand in order to meet a growing customer base. In 1996 they built a new dealership on Route 51 North in Belle Vernon, Pennsylvania, just 30 minutes away from Pittsburgh, which is where the business is located today. Although Marie is still active at the dealership, ownership has since been transferred to two of the Cerini sons, Eric and Ernest R. Cerini. With this new ownership in 2002 came a new corporate name, EC Cycles, Inc.
Cerini Harley-Davidson celebrates its past with the public, while drawing new clientele to the motorcycling experience through hosting two open houses and various other events throughout the year.
Spring Open House
In the spring, customers are invited to celebrate Cerini Harley-Davidson’s anniversary at an open house filled with food and fun.
Fall Open House
Cerini’s hosts a second open house in the fall to promote the new model year. At this event customers do much more than see the new bikes, parts, accessories, and clothing line.
Annual Hotties on Harleys Ride
In 2004 they kicked off with Cerini’s first annual Hotties on Harleys ride. This was a women exclusive ride that was open to all makes of bike. Guests also enjoyed a pig roast, a paintball contest, and the crowning of a Chromecoming Queen, King, and Baby.
Annual Ladies Night
In addition to the events at Open House, Cerini’s recognizes female riders at the annual Ladies Night. This event takes place in December with approximately 120 ladies in attendance. That night the ladies enter a showroom stripped of bikes that have been replaced by tables, chairs, and decorations. The women are entertained with skits by the male employees at Cerini’s, games, food, and shopping. The event has become so successful that lady customer’s now begin asking the dealership about sign-ups as early as October.
Cerini Community Involvement
Cerini Harley-Davidson/Buell extends its promotions outside the dealership to incorporate community involvement. The Cerini Gazette is a periodic bulletin distributed to customers and used as an insert in the local newspaper. Articles in the Gazette include such topics as riding necessities, descriptions of new models, riding from a woman’s perspective, the bike purchasing experience, and much more.
Car Cruise and Vintage Bike Show
At the dealership, Cerini’s hosts two shows each year, the Car Cruise and the Vintage Bike Show. Both events take entries from members of the community; and, the entrance fees are donated to a local charity. Riders and non-riders alike come to these events to see fine pieces of machinery.
Community Sponnsorship
Those events which Cerini Harley-Davidson/Buell cannot host, it sponsors. For example, Cerini Harley-Davidson/Buell sponsors a motorcycle race team, a night at the local NASCAR track, Motordrome, and the Monster Truck show in Pittsburgh.
Corporate Citizenship
Finally, the Cerini dealership supports some groups out of goodwill. We feel that it is important to give back to the community. To this end, Cerini Harley-Davidson participates in Toys for Tots, food drives at Easter and Thanksgiving for the Salvation Army, three annual blood drives, and and participates in helping provide emergency personnel with teddy bears. We also sponsor a local Little League team and are an annual sponsor of the Fayette County Fair. Cerini is also active in Ride For Life, a fundraiser for the Muscular Dystrophy Society, that raised over $1,000,000 in 2007.
Customer Service
Of course, Cerini Harley-Davidson could not survive as a dealership if it only focused on giving back to the community at large. In day to day business, Cerini’s tries to give back to customers by anticipating and fulfilling their needs in ways that other dealerships do not.
Free Delivery
As demonstrated by Sunday hours, we are devoted to taking that extra step in helping customers. In order to better service new bike owners, we offers free delivery within 40 miles of the dealership.
Also in 2004, we opened a Harley-Davidson® Authorized Rentals department. This department allows riders to try a different bike, even if only for a weekend. This allows customers to be comfortable in their decision that the motorcycle they purchase is the right motorcycle for them.
Insurance and Financing
Cerini’s also recognizes that customers want the bike buying experience to be easy, pain-free, and without obstacles. Recognizing this customer need, we offer in-house insurance and financing. Cerini’s is the one-stop shop for motorcycles. If a customer just wants to get his bike and get out, he need not go anywhere else. We have the bike, the parts, the MotorClothes® apparel, the financing, and the insurance.
Family Pride
We are a family oriented dealership because Cerini’s was started by a family that has passed down the motorcycle tradition through three generations of owners, with a fourth generation already involved in the business. It is a family dealership because the employees are like family. And, Cerini’s is a family dealership because they treat their customers like family.
Customer Appreciation Days
Every month the family gathers together for Customer Appreciation Day. It is a day when owners, employees, and customers all enjoy a good meal in the heart of motorcycling, the Cerini showroom floor. These traditions pay homage to the past but also are the wave of the future in motorcycling. By staying true to our roots, recognizing female customers, focusing on extra attention to customers, promoting the sport, and giving back to the community, Cerini Harley-Davidson/Buell is a leader in the motorcycle industry.
