August 16 2010.

Sussex-based Shaw Harley-Davidson is celebrating this week after being crowned World Champion in a global custom bike building competition. The Harley-Davidson motorcycle dealership clinched the title in the Modified Harley class of the AMD Official World Championship of Custom Bike Building.

Its entry, 'Strike True II', which is a stunning customised 2010 Harley-Davidson Softail Crossbones motorcycle, qualified for entry into the Sturgis-based event after scooping victory in the UK heat held at the Ace Cafe London Motorcycle and Custom Show at Alexandra Palace in February.

The victorious bike, which features a number of modifications, including a hand-made rear fender, fabricated petrol tank, 1940s style speedster handlebars and custom paintwork, will now travel back to the UK to go on display at the Shaw Harley-Davidson Speed and Custom Shop in the dealership's Holmes Hill showroom.

The award followed another Shaw Harley-Davidson victory with its custom 'Goldtop' bike scooping first place in the professional custom class at the South of England Rally - the biggest Harley-Davidson rally in the UK. The double victory firmly establishes the dealership as one of the leaders in custom.

A major part of the Harley-Davidson lifestyle involves customisation, so the Sussex dealership's participation in the event, was particularly apt. There are two types of custom bike building, one is from the ground up and the other is to modify a Harley Davidson, both of which give fantastic results.

The Shaw Harley-Davidson Speed and Custom Shop is designed especially for custom bike enthusiasts who are interested in modifying, refurbishing or stripping and re-building their motorcycles. The team at the dealership has been customising and painting motorcycles since it first opened more than seven years ago. Although, the Sussex-based dealership only launched the Speed and Custom Shop in January 2010, its recent accolades are testament to the dealership's capabilities.

"I can't believe we're world champions," enthused Harley-Davidson Dealer Principal Steve Willis. "Winning at the Sturgis world custom event is a massive achievement, but especially in the first year that we've ever entered. The Shaw Harley-Davidson Speed and Custom Shop has been really popular this year and winning the award is the jewel in our crown. We're proud to be the first UK entry to ever win the event and the only Harley-Davidson dealer to ever have won the award in the seven-year history of the event."

Shaw Harley-Davidson completed its hatrick of success with a partner pick award from Harley-Davidson Motor Company - the ultimate seal of approval.

For a closer look at the award-winning custom motorcycle, visit