His Pats Lose, But Mass. Dealer Enjoys Charitable ADESA Auction Win at NADA

His beloved New England Patriots fell short to the New York Giants in the Super Bowl earlier this month, but Barry Lundgren got to enjoy a  raher unique consolation prize.

The Massachusetts Honda dealer was the winner of a 2010 Harley-Davidson Softail Deluxe FLSTN auctioned off during the NADA Convention and Expo, which took place the same weekend as the Super Bowl.

The bike was donated by ADESA and the proceeds of the auction — which took place before the game kicked off — went to the NADA Foundation. The charitable arm of the dealer association has given the money to the Wounded Veterans Initiative of Canine Companions for Independence. The winning bid was $18,750.

Lundgren — who has owned and operated two Honda stores in Massachusetts with his brother Patrick for the last 25 years — has been a motorcycle rider since age 4 and a Patriots fan his entire life.

“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 prize adds to his budding vintage motorcycle collection, which also includes a 1994 Harley-Davidson Softail Nostalgia.

“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,” said Lundgren, referring to an injured military veteran who was given a service dog more than two years ago.

Denney and CCI national director of development services Bog Bunger were presented the funds from the ADESA sale at the convention as well as an additional $10,000 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.”

NADA Foundation chairman Bob Mallon added: “ADESA deserves credit for coming up with a creative way to raise money for a worthy cause.”