Supporting the community for over 70 years.

Phil Peterson was born on February 24, 1924, in Green Bay, Wisconsin, into a family of cherry farmers with deep roots in American history. After serving honorably in the U.S. Navy during World War II, Phil returned home with a dream—and bought his first Harley-Davidson motorcycle with money saved during his service. That single purchase ignited a passion for motorcycles that would shape the rest of his life. He married his childhood sweetheart, Charlotte, and started a family. In 1950, Phil began racing motorcycles and quickly rose through the ranks, winning the Minnesota Novice Championship. He raced everything from short track to ice racing while continuing to farm and build a tight-knit community of riders that valued charity and mutual support.  

In 1953, Phil was invited by Harley-Davidson's Walter Davidson to become a dealer. By 1965, he made that dream a reality, opening Peterson's Harley-Davidson® of Miami. With a focus on fairness, outstanding customer service, and treating everyone like family, Phil's dealership quickly became a trusted name in South Florida's motorcycle community. 

Phil was more than a businessman—he was a storyteller, a giver, and a leader in philanthropy. He created events like the Key West Poker Run not only to bring riders together but also to raise donations for causes close to his heart, including education and health initiatives. Over the years, he helped raise hundreds of thousands of dollars for organizations like the Diabetes Research Institute, local Rotary Clubs, and children's hospitals. He was also a proud and frequent blood donor, exemplifying his commitment to community support. 

Phil passed away in 2015 at the age of 91. He is remembered as a devoted husband and father, a veteran, a racer, and a Harley-Davidson legend, as well as a generous soul who never met a stranger. His legacy lives on through his family, the dealership, and the charitable efforts that continue in his name.