An avid motorcycle enthusiast while growing up, Phil Harter opened his first powersports dealership in 1972 at the early age of 25. The Cycle Shop was located in Worcester and he was able to secure the lines of Ducati and Norton motorcycles. Phil was a one-man operation for the first several months and he enjoyed selling, servicing and the administration end of the business. After 6 months, he added one mechanic to run his service department. Word soon spread of Phil’s honesty, integrity and concern for his customers which in turn helped The Cycle Shop grow rapidly for the next 35 years.

The Kawasaki line of motorcycles, ATVs and Jet-Ski personal watercraft was added in 1974. The dealership changed its name to Performance Cycles that year and continued to expand, outgrowing the Worcester location. Performance Cycles discontinued offering Ducati in 1976 and Norton went out of business later that year.

After another move to their 2nd building, Performance Cycles moved to its present location in 1982 and immediately grew to over a dozen employees. Yamaha motorcycles and All-Terrain Vehicles were added in early 1989 and the Polaris line of ATVs and snowmobiles were added later that same year.

Triumph motorcycles became a part of Performance Cycle’s offering in 1994 and the dealership once again experienced phenomenal growth. Phil Harter’s philosophy has always been; “we need to offer every customer the best reason to ride, whether it be our products, our pricing, our parts & service or our selection of accessories and riding gear.” Thus, the advertising tagline “Your Reason to Ride!” was added to the Performance Cycles name in 2005.

Phil Harter is still the dealer principle and active in the over-all management of Performance Cycles. His daughter, Jennifer Harter-Alves, was named General Manager in 2004 and supervises the day-to-day operation consisting of over 15,000 square feet of powersports FUN in their showroom and warehouse along with 15 employees who know how to help you get it.

If you are looking for “Your Reason to Ride” a new motorcycle, ATV, snowmobile or watercraft, you are sure to find it in our family-owned and operated Performance Cycles powersports facility, conveniently located along the Westbound lane of Route 9 in Shrewsbury, Massachusetts. We are 1/4 mile west of the junction of Routes 9 & 20 and approximately 6 miles west of the junction of Routes 9 and I-495.

Our Mission
To provide every customer with guaranteed satisfaction above and beyond their expectations and to create an environment of friendliness and superior quality for the maximum enjoyment of the unique powersports lifestyle by our people, our products and our services.

Our Facility
Our powersports showroom is designed to be user friendly and able to provide the best in services to our customers. We invite you to sit, straddle, move, touch, try-on, kick tires and inspect all of our products in a pleasant, relaxed atmosphere. Even our service and parts centers are designed to give you fast and efficient service.

Our Staff
Ride with the experienced people of Performance Cycles. The average age of our employees is 35. The average number of years with Performance Cycles is over 10. And the combined number of powersports sales, service, parts and financial experience is 186 years! Because we are family owned and operated, we insist that our customers receive our very best services upon every visit to our dealership. Our staff is consistently educated and they are prepared to answer any of your questions.

Selection
We carry motorcycles by Kawasaki, Triumph and Yamaha. Choose All-Terrain Vehicles and Utility Vehicles from Polaris, Kawasaki and Yamaha, plus snowmobiles by Polaris, Kawasaki Jet-Ski watercraft and scooters from Yamaha. This large variety of popular brands gives YOU the opportunity to select the one best suited for you, every time! Plus, we have over 12,000 square feet of powersports accessories, parts and riding apparel from all the hottest names in the industry --and all competitively priced!