Thunder Road Harley-Davidson
A new dealership building consolidated sales and service into a single high-performance facility using Butler® building systems. The result is a modern dealership built for long-term operational value and community engagement.
Project
Overview
Thunder Road Harley-Davidson has served riders across Windsor, Ontario, for more than two decades. As the dealership’s footprint grew, its original buildings no longer supported the operational efficiency, customer flow or service capacity required. The owners set a clear objective: consolidate sales and service into one high-performing facility and elevate the experience for customers and employees.
The project required a disciplined design-build approach. Thunder Road partnered with Rosati Construction Inc., a Butler Builder®, based on its technical expertise, local knowledge and consistent project performance.
“With Butler’s technical expertise, we were able to accommodate Harley-Davidson design parameters and some great input we received from the owners,” said Denis Gauthier from Rosati Construction.
The existing service building remained operational throughout construction, while the former showroom was removed to create additional parking. Rosati and the interior design team worked closely with the O’Neil family to align the project with Harley-Davidson’s corporate aesthetic and the owner’s functional goals.
“Dealers I talked to with Butler buildings were very proud of their stores and talked highly of Butler. I wanted to work with Butler because they seemed to know what a Harley-Davidson dealership should look like, inside and out,” said Chris O’Neil from Thunder Road Harley-Davidson.
The structure required significant interior height to accommodate multi-tier motorcycle storage and heavy inventory loads. Using Butler® building systems allowed Rosati to meet these height and load requirements while maintaining material efficiency and future adaptability.
Rosati recommended the MR-24® roof system to protect high-value inventory and provide long-lasting weathertight performance. The roof delivered immediate operational savings. Even with 50 percent more space, Thunder Road reduced its heating costs by one-third.
“That’s a testament to how well-built the structure is. We just came through the coldest winter in 65 years, and the building is always nice and warm," said O’Neil.
The dealership also qualified for a one-time natural gas rebate due to the high R-value of the roofing assembly, reinforcing the long-term operating value of the system.
Connecting sales and service within a single structure strengthened Thunder Road’s customer experience and improved operational efficiency. The open-concept showroom improves product visibility and allows staff to adjust displays quickly as inventory changes.
With increased space and improved layout, Thunder Road can now host large charity rides and community events — an important part of the dealership’s identity.
The completed facility increases operational capacity, enhances customer experience and positions Thunder Road for years of sustained growth.
Rosati and Butler took all the stress out of the process. They gave us time to think about any changes and gave us recommendations of what they thought would work well.
