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Auto Dealer Places Winning Bid on ADESA Motorcycle Auction at NADA Convention

Funds to benefit NADA Foundation program in support of the Wounded Veterans Initiative of Canine Companions

LAS VEGAS (Feb. 10, 2012) – Massachusetts new-car dealer Barry Lundgren took home a 2010 Harley-Davidson Softail Deluxe FLSTN thanks to his winning bid of $18,750 during a live auction at the NADA Convention and Expo in Las Vegas last Sunday. The motorcycle was donated by ADESA, which runs auctions throughout North America.

Lundgren, 46, who has been riding motorcycles since he was 4, also owns a 1994 Harley-Davidson Softail Nostalgia.

“My passion has been collecting classic cars, but I have just begun collecting vintage motorcycles with a purchase of a 1969 BMW R69S,” said Lundgren, who along with his brother Patrick, has owned and operated Lundgren Honda of Auburn and Lundgren Honda of Greenfield in Massachusetts since 1987. Their father started the business in 1964.

“Actually, I was not in the market for another Harley, but was moved by [injured military veteran] Bren Denney’s story and the impact his dog, Stefano, has had on his life,” added Lundgren, who was in Las Vegas for the NADA convention from Feb. 3-6.

The money raised from the auction was given to the NADA Foundation, which immediately donated the funds to the Wounded Veterans Initiative of Canine Companions for Independence (CCI). The money will go toward the training of two service dogs.

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Denney, a U.S. Navy veteran injured in April 2008, received his service dog more than two years ago. Denney and Bob Bunger, CCI’s national director of development services, were on hand at the NADA convention to receive the funds from the ADESA auction and an additional $10,000 donation from the NADA Foundation.

“We want to thank everyone at the NADA convention for such an amazing turnout and for supporting ADESA’s charity motorcycle auction,” said Tim Zierden, senior vice president of dealer services for ADESA and OPENLANE. “I’m thrilled by the success of this event and how it will benefit the NADA Foundation and Canine Companions for Independence.”

“ADESA deserves credit for coming up with a creative way to raise money for a worthy cause,” said Bob Mallon, chairman of the NADA Foundation.

The auction was held prior to the kickoff of Super Bowl XLVI in the ADESA booth on the Expo floor at the NADA convention.

As a lifelong New England Patriots fan, Lundgren said he had extra motivation to make the winning bid.

“I’m from the Boston area. The fact that the guy bidding against me was wearing a New York Giants jersey also contributed to my arm going up each time,” Lundgren said. “At least we won something last Sunday.”

The Giants beat the Patriots 21-17 in the Super Bowl.

Since 2002, the NADA Foundation’s Frank E. McCarthy Memorial Fund has contributed $170,000 to Canine Companions, placing 17 companion dogs with physically disabled children and military veterans. McCarthy served as NADA president for more than 30 years.

“It is important for businesses to support their communities and the causes most dear to them,” Lundgren said. “It is only right to give back.”


ADESA offers a full range of auction, reconditioning, logistical and other vehicle-related services to meet the remarketing needs of both its institutional and dealer customers. With 70 auction locations in the United States, Canada and Mexico, strategically located near metropolitan areas with a large concentration of used vehicle dealers, the company is well positioned to host physical and Internet auctions. ADESA LiveBlock simulcasts vehicles worldwide. ADESA DealerBlock offers two ways to buy: bid-now sales events or buy-now pricing 24/7. Through its related subsidiaries of AutoVIN® and PAR North America, it is also able to provide additional services including inspections, inventory audits and remarketing outsourcing solutions including a network of repossession agents, titling and auction sale representation. Visit for details.

About the National Automobile Dealers Charitable Foundation

The NADA Foundation, the philanthropic arm of NADA established in 1975, is a non-profit organization that supports a wide variety of charities and causes, including the Wounded Veterans Initiative of Canine Companions for Independence and natural disaster relief for dealership employees. The NADA Foundation also provides grants to colleges and universities, including scholarships to the families of 9/11 victims. 

The NADA Story

The NADA story began in 1917 when 30 auto dealers traveled to the nation’s capital to convince Congress not to impose a luxury tax on the automobile. They successfully argued that the automobile is a necessity of American life, not a luxury. From that experience was born the National Automobile Dealers Association. Today, NADA represents nearly 16,000 new-car and -truck dealerships with 32,500 franchises, both domestic and international. For more information, visit


Charles Cyrill
NADA Public Affairs
(216) 870-8837 (m)
(703) 821-7121