The new facility was thronged by members of the biker community in their leathers, including members of the Thames Valley Hog and Ladies of Harley.

Ladies of Harley officer Sue Dodds, from Maidenhead, said: “This is so exciting, we have been waiting for such a long time”.

The multi-national brand owned by Lind Group opened its new store on Loddon Road, rejuvenating the derelict MG Showroom which stood there previously.

The 1950s diner-style showroom hosts a whole array of motorcycles and collectables, as well as a state-of-the-art workshop.

Marketing manager Ben Freakley, 25, said Woodley was a “prime location” for the new site.

He said: “I am very passionate about Harley-Davidson, the Lind brand and the Lind culture. We chose Woodley because it has good access routes to the centre of Reading and it has a good traffic flow, it’s a nice location and it’s close to the M4.”

He added: “We sold our first bike within 30 minutes of opening.”

As well as selling a range of products, the new site will also offer motorbike riding tours for groups and will provide a social hub for enthusiasts.

Mr Freakley predicts the tours, along with the parts workshop, will play a key role in the site’s future.

He said: “Rentals will be a good part of our business and we are also a licensed tour operator.

“The servicing will be a big part of our business. We have already had three or four people today asking if they can book their bike in.

“The nearest workshops are Oxford and Guildford, so we are now a central point.”