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Fargo Harley-Davidson gets new owners, new name

Owners behind one of the nation’s most respected Harley-Davidson dealerships recently bought Fargo Harley-Davidson at 600 W. Main Ave., West Fargo, with plans to enhance all product lines.

Two generations of the Entenman family—Jim, Lonnie, Jimmy and Joe—own J&L Harley-Davidson in Sioux Falls and Glacial Lakes Harley-Davidson in Watertown, S.D. The family acquired the Fargo dealership just before Thanksgiving.

“We are excited and proud to be a part of Fargo,” said Jim Entenman. “It’s a great city full of great people. We can’t wait to get to know them better.”

Customers will see a few changes including a new name. The dealership will now be called Harley-Davidson of Fargo. Most of the staff will remain at the Fargo location along with a few new members. Jimmy or Joe Entenman will be on site over the next few months to oversee the transition.

“Our goal is to bring in a bigger selection of products in all our departments, from MotorClothes to parts and accessories to Harley-Davidson Motorcycles on the floor,” said Joe Entenman. “Our biggest commitment to Fargo is our focus on customer service, including more riding events, expanded hours and fresh ideas.”

With three dealerships under one owner, customers from all three locations will enjoy the shared resources and support of sister stores along the I-29 corridor.

“This purchase was all about our customers and how it can benefit them. The Fargo location is going to be a win-win in every aspect,” said Joe.