About Us


Honda of North Little Rock/Arkansas Yamaha was established in the 1970’s. In 2002 Rich and Terri Cowell purchased the dealership from Don Diamant. The past 15 years we have seen some tremendous growth. We recently added onto our shop. We specialize in the customer. Our team loves the powersports industry and loves introducing new people to the sport. We know when it comes to purchasing a new Honda or Yamaha there are lots of places you can shop. Our promise to you is we will make every effort to offer you a deal that’s both good for you and good for us.

Rich and Terri Cowell love hanging with their three kids when away from the store. Their youngest, Jake, loves to race motorcross. They are both active in their church. They love to travel and love the outdoors. Rich is usually on the sales floor visiting with customers while Terri handles all the books. Everyone knows she’s the brains of the operation.

Jack Horton is our parts and accessory manager. He has over 45 years in the motorcycle business. He knows his job and he gets it right. Unlike most dealerships and internet sites that have a parts puller, Jack works with each customer to ensure they have what they need - everytime. Jack loves riding his Honda Gold Wing. He also has a handful of dirt bikes and vintage classics.


 Jeremy Beenken is our sales and finance manager. Jeremy has been sharing his expertise with customers for 20 plus years. Jeremy treats customers like he’d like to be treated. He won’t pressure you and he won’t steer you in the wrong direction. When Jeremy’s away from the shop, he loves watching his kids compete in sports and he loves to ride off-road. He currently has a Yamaha YZ250.

Everybody arounds these parts knows Tommy Hooks. He’s been wrenching for about 45 years. Tommy prides himself in fixing what others can’t. He’s just about seen everything a motorcycle mechanic can see. He loves to tell stories.

Austin Wallis is our young gun in the shop. His passion is anything with 4-wheels. He loves spending his down time at Carter’s in Bryant. He also loves turning ordinary 4-wheelers into beasts. Need a snorkle kit/big wheel kit, lift and winch on your 4-wheeler? Austin is your guy. Austin recently got engaged.

When James “Evel” Nash isn’t off plotting his jump across the Arkansas River, he’s turning wrenches, setting-up units and delivering advice to new owners. James is a former state motocross champion. He and his wife Debbie love to foster dogs.

The world famous Ron Osburn works our parts and accessories on Saturday’s. He literally has been there and done that. Ron has worked in the business for 45 years. He has raced his whole life. He was responsible for opening Burns Park MX years ago. He opened OTT park in NLR. He loves riding and is currently punishing his body racing Vintage MX.

We would love a chance to earn your business. Give us a call or stop by and we will do everything possible to put you in a new Honda or Yamaha or even a used unit.

We truly are "Easy to Deal With".

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