In the world of Harley-Davidson, passion drives everything from the growl of the engines to the bond between riders who share the same thrill of the open road.
At Richco Harley-Davidson, that passion has powered more than two decades of growth. But behind this legacy of freedom lies a finely tuned business machine that ensures every part, service, and sale runs as smoothly as the bikes they love.
Riding on Passion and Precision
Richco Harley-Davidson isn’t just another dealership, it’s a community built around a shared love for Harley-Davidson motorcycles and the lifestyle they represent. Every member of the team embodies this spirit, dedicating themselves to providing authentic service and genuine care for their riders.
To keep that spirit alive while scaling sustainably, Richco Harley-Davidson realized they needed a tool that could match their pace and precision. The answer came in the form of Odoo, an all-in-one business management platform that helps them blend their passion with operational practice.
Uniqueness of Richco Harley-Davidson
As Chiang Mai’s first and only authorized Harley-Davidson dealer, Richco Harley-Davidson offers far more than bikes. They provide a complete lifestyle experience—genuine parts, accessories, and apparel that capture the Harley spirit. With three pop-up stores and a growing online presence, the team connects riders from across Thailand and beyond.
Behind the scenes, their operation is impressive in both scale and sophistication. Managing more than 50,000 genuine parts in inventory and a fleet of 3,000 motorcycles in their bike park, Richco Harley-Davidson represents a blend of tradition and advanced logistics. It’s a level of complexity few retailers can match.
Managing Growth with Efficiency📈
Growth brought both excitement and complexity. As inventory expanded and teams grew, Richco Harley-Davidson faced challenges with employee tracking, HR management, and inventory accuracy. Their existing fragmented systems made administrative work slow and prone to errors. The need for a unified, real-time platform became clear.
Odoo Implementation🔧
After extensive research, Richco Harley-Davidson partnered with Taube Digital, an experienced, English-speaking Odoo partner known for seamless implementation. Together, they rolled out key Odoo apps focused on improving daily operations and data visibility.
"Taube Digital has helped us a lot in terms of implementation and an English speaking team with a proactive mindset is exactly what we needed."
Core Applications
Inventory
Real-time tracking of over 50,000 parts with accurate stock levels and efficient order management.
Dashboard
A single, intuitive interface giving managers instant insight into sales, stock, and team performance.
CRM
Helping the sales team nurture customer relationships, follow up leads, and personalize marketing efforts.
Field Service & Fleet Management
Efficiently scheduling and tracking maintenance for thousands of motorcycles.
Knowledge
Centralized product and procedure resources to support training and consistent service quality.
Team Empowered by Technology
The results were immediate. From management to sales associates, every team member found Odoo improving their workday rhythm and control.
General Manager, Thitipat Teerachaianan, and Director Phil Gebbett highlight how Odoo’s Dashboard and CRM have transformed management at Richco Harley. With real-time visibility across sales, service, and inventory, they can now track performance, allocate resources, and make strategic decisions instantly. What once required multiple systems and reports is now unified in one clear view, helping management align operations with long-term goals and maintain full transparency across teams.
"If local SME businesses want to grow and become more stable, the system you use may be important. At Richco, we’ve proven that Odoo is a highly stable system."
On the operations side, Natavadee Saranan, and Werapong Bunnak all rely on Odoo’s Sales, Fleet, and Field Service apps to manage their day-to-day work. From checking parts availability to coordinating maintenance and following up with customers, the system keeps everything connected in real time. Whether they’re using a desktop, tablet, or mobile device, Odoo integrates seamlessly into their workflow, allowing the team to work faster, smarter, and with greater confidence in every task.
The Road Ahead
“Having Odoo to support us through new changes is making life very easy for us for our communication and team collaboration. These are all very positive improvements for us since having Odoo."
Richco Harley-Davidson
Location: Thailand
Industry: Trading and Retail
Apps Implemented: Inventory, CRM, Dashboard, Field Service, Fleet Management, Knowledge, Employee, Time Off, POS, Sales, Purchase, Accounting & Invoicing, Website & E-Commerce, Project
Hosting Type: Odoo.sh
