Issue#10 October 2021 by Dealernews

DN 2.0 #10

Gatto Harley-Davidson, Gatto Cycle Shop & Three Rivers Harley-Davidson Are Quite The Crowd!

THE TRIBULATIONS OF TRIALS A Business Balancing Act

ELECTRIFY EXPO EV Event Shocker

CONTENTS

06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE 24 OEM UPDATE: GROM 28 INDUSTRY RESEARCH+ 30 INDUSTRY RESEARCH+ 32 INDUSTRY RESEARCH+ 34 INDUSTRY RESEARCH+ 40 TRIBULATIONS & TRIALS 43 eDEALERNEWS 44 CURRENTS+ 48 eOEM UPDATE

Bob Althoff On Profiles In Courage Robin Hartfiel On Inventory Issues & Other SNAFUs The Industry On Dealernews

All The News That Is Fit To Print Who’s Who… And Where? Three Is Company!

Good Things Come In Small Packages Dr. Paul Leinberger On What Goes Up…

Lenny Sims On J.D. Power Valuations NPA’s Jim Woodruff On Pre-Owned Don Musick On The Balancing Act Of Trials Team USA Takes On Trials des Nations Set Phasers For Stun… The Latest eNews

51 52 54 58 60 62 64 66 68 70 74 78 79 80

SHOWTIME!

AIMExpo, IMS And An Electrifying New Show

NEWS & NOTES

SoCal Shows And A Party In Las Vegas

ELECTRIFY EXPO

A Shocking View Of The Immediate Future

PERFORMANCE+

Mark Rodgers On Success

PERSONNEL FILES

Alex Baylon On Performance Reviews

MIC RIDE REPORT

What Does The MIC Do For You?

ADVOCACY+

Don Amador On New Digs

CONFESSIONS OF A CUSTOMER Eric Anderson On AI & Oil Changes

DIVERSITY+

Alisa Clickenger On The Importance Of A Cup Of Coffee

GEAR+

Fueling The Fire Of Desire

PRESS PASS+ SoCal Scorcher

VALE+

Ave Atque Vale Sidecar Susie

AD INDEX

This issue Brought To You By…

PARTING SHOT

Social Media: You Are Doing It Wrong!

Talking Kids Bikes With Torrot

12 4

OUR TEAM Bob Althoff World’s Luckiest Man EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Eric Anderson Vroom Network Jim Woodruff National Powersport Auctions Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/Harden Offroad Hector Cademartori Illustrations William Douglas Little Unique Powersports Charlie Williams Off Road Editor Marq Smith Holeshot Motorsports, Canada Alisa Clickenger Women’s Motorcycle Tours Don Amador Quiet Warrior Racing Joe Bonnello Joe B Photography Uncle Paul Wunsch Love Cycles The Anonymous Dealer Dealer Advisory Board Bob Althoff Chairman Joey Belmont Big #1 Sports Jim Boltz Lynnwood Cycle Barn/WMDA Jim Foster Killeen Power Sports George Gatto Gatto Harley-Davidson Malcolm Hunter Deeley Harley-Davidson Robert Kay Star City Motorsports Bob Kee Destination Cycle Jerry Lenz Beaverton Motorcycles Kurt Mechling Performance PowerSports Don Owens Dothan Powersports Mark Peterson Southwest Superbikes Sandy Stroope Boat World Honda Polaris

ADVERTISING

Photo courtesy of Honda

Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com Brenda Stiehl Production Manager brendastiehl@dealernews.com John Murphy Publishing Consultant johnmurphydn@gmail.com

Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com

OCTOBER 2021

Not an easy task in a big, diverse industry, let alone one like ours where real leaders emerge from the ranks of Dealers, OEMs, Aftermarkets and Institutions. We sweated the details; spent time thinking about who was really contributing… and from the feedback we received, I think we mostly got it right. However, in a fast-moving, (mostly) post-COVID industry, things and people change. Leaders die, move to other industries, retire or just lose that fire to inspire. Meanwhile, fresh folks have picked up the gauntlet that COVID slapped us in the collective face with. New Leaders have emerged.

World’s Luckiest Man By Bob Althoff

PROFILES IN COURAGE

It is important to recognize that fact and give due to those who dare and do. Such recognition tends to encourage more leadership -- and all of us in this industry are well-served by that. Please take a little time to nominate someone you think is worthy. We’d love your feedback… And while we’re asking, tell us what leadership you would like to see added in our industry.

Finally, it is worth noting that virtually everyone reading these words is, in fact, a Leader. You Are You An Industry Leader? are a leader in your business, a pillar in your community and a beacon of hope for our future. We salute you. We thank you… And we rofiles in Courage is a 1956 volume of short encourage you to do even more. biographies describing acts of bravery and integrity by eight United States Senators. Share your vision of our industry with your Then-Senator John F. Kennedy won the Pulitzer team. Prize for this work. Bravery and integrity may be missing from some of our elected officials Come to AIMExpo, your industry’s family these days, but it still takes real guts to run a reunion. dealership. You walk a tightrope without a net trying to maintain ethical and professional Join the Motorcycle Industry Council. Or the business practices while being buffeted by American Motorcyclists Association. Better yet, the winds of COVID, legislative regulations, both. inventory issues and challenges galore. Join a State Dealer Association. Or the National You want to see a real modern day profile in Powersports Dealer Association. Better yet, courage? Look in the mirror my fellow dealers. both. For 25 years it was our honor and privilege to recognize the Top 100 Dealers. Several Join a Twenty Group and share your talents... years ago the Dealernews team undertook the daunting task of trying to identify the Top 100 You are all our industry’s profiles in courage! Keep leading by example and we will see you Leaders in Powersports. soon in a Top 100 near you!

Bob

Editor’s Note By Robin Hartfiel

BEGINNING OF THE END… Or End Of Beginning?

ay what? Dismissing global supply chain issues as “hiccups caused by the coronavirus” JPMorgan Chase CEO Jamie Dimon says the problem will be a fleeting one. “I should never do this, but I’ll make a forecast,” Dimon told attendees at a conference held by the Institute of International Finance. “This will not be an issue next year at all.” He claims consumer spending will solve the problem. “Because of the strength of the consumer, which is extraordinary, they’re spending 20% more than they were spending pre-COVID,” he noted. “And companies are in great shape, they can continue to spend at these levels for a long time.” He concludes supply chain disruptions may end up merely elongating the recovery rather than derailing it. That is a Hell of a 30,000 ft. view! However, from where I sit, I can literally see 100 container ships languishing at anchor. While I heard the President’s proclamation that Long Beach was working around the clock to offload the containers and break up the bottleneck, I can see with my own two eyes that the trucks and railcars are not rolling out of the ports of Los Angeles 24/7. I hope my myopic perception is misguided and Dimon’s vision is 20/20, but it is pretty hard to see it clearing up in a couple months. And then there is the fact that it will continue to cost all of us! Increasing fuel costs, a healthy bump in longshoreman’s wages, a lack of containers on the other side are all conspiring to drive costs sky high… and they are about to get even higher.

I heard today the West Coast ports are implementing a new surcharge, supported by the Biden-Harris Supply Chain Disruptions Task Force. Under the new policy, the ports will charge ocean carriers additional fees for each container that falls into one of two categories: Containers scheduled to move by truck will be charged for every container sitting on the docks for nine days or more. For containers moving by rail, ocean carriers will be charged if the container sits for three days or more. Beginning November 1, the ports will charge ocean carriers with any cargo in those two categories $100 per container, increasing in $100 increments per container per day. Talk about compound interest! “We must expedite the movement of cargo through the ports to work down the number of ships at anchor,” said Port of Los Angeles Executive Director Gene Seroka. “Approximately 40% of the containers on our terminals today fall into the two categories. If we can clear this idle cargo, we’ll have much more space on our terminals to accept empties, handle exports and improve fluidity for the wide range of cargo owners who utilize our ports.” Of course this doesn’t address the backed-up rail system with thousands of rail cars stranded in hubs like Chicago or even the lack of CDL drivers to get the trucks out of the ports… and add in increasing fuel costs to the surcharge… I guess the good news is that this is at least a start to solving the supply chain SNAFU that extends well beyond West Coast ports. According to AP, the Port of Los Angeles and Port of Long Beach are the two largest container ports in the nation and combined represent the ninth-largest port complex in the world. Trade that flows through the San Pedro Bay complex reaches every Congressional district and generates more than 3 million jobs nationwide… and they are also the starting point for a crippling inventory issue. “I support the actions taken by the ports of Los Angeles and Long Beach to charge ocean carriers for lingering containers on marine terminals,” adds John Porcari, Port Envoy to the Supply Chain Disruptions Task Force.” These actions aim to expedite the movement of goods and reduce congestion in our ports. As our economy continues to grow, increased demand and disruptions caused by the pandemic are putting our supply chains to the test. While we’ve seen new records set in terms of throughput this year at West Coast ports, we need more players throughout the supply chain to keep stepping up. “The federal government will continue to bring together private companies and stakeholders from across the supply chain and serve as an honest broker helping to surface solutions like this to address supply chain disruptions.” According to Port Envoy Porcari, the fees collected will be re-invested by the two ports for programs designed to enhance efficiency, accelerate cargo velocity and address congestion impacts throughout the San Pedro Bay. I sincerely hope I’m wrong, but I will believe it when I see it!

Former Editor-in-Chief and publisher of Dealernews circa 19902003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.

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WHAT DR. LEINBERGER SAID I just finished Dr.L’s article in the September issue, “What Goes Up, Must Come Down” and as always I love his column in Dealernews because he clearly explains and backs up what most of us only feel. I’m a nerd when it comes to studying owner groups and I still would like to know more about the who, what, when, why and hows of the sales growth period. We could all learn a lot about growing the market if we understood the growth. That aside for (only) a moment, I hope Dealers double-down on the new customer growth they experienced (rather than only on unit sales). What I mean by doubling-down is to keep these customers engaged, giving them strong and fulfilling experiences so they not only stay in the market, but impress their kids, family and friends about motorcycling in the future. It seemed we all celebrated the unit sales so much, we forgot about the buyers. It seems like a shortsighted view. I say I’m a “professional enthusiast” not only because I’m an enthusiast but because of what I specifically like to work with-other enthusiasts, helping people become enthusiasts and building encouraging and inspiring programs to give opportunities to exercise, grow and learn about motorcycle enthusiasm. As it has made me my living over the years, I see Dealers in the same boat. Keep spreading the good word, keep your customers engaged so they bring more business in the future. Tigra Tsujikawa, Professional Enthusiast On Location And Always Mobile

WHAT DR. LEINBERGER ASKED I’m finally back doing a few speeches at conventions (socially distanced crowds and masked up) and I did one recently at a national dealers’ convention. They had all these “working subcommittees” who were reporting out their findings during the sessions – and really working hard to push back at some of the directives coming from their OEMs. It got me thinking about NPDA and the importance of building a strong dealers association. Can you tell me where things stand? Is the association incorporated? Does it have a leadership team? Etc., etc. I know everything Dealernews said in the August issue (of course), but I was wondering what has happened since and what has been the reaction (from the OEMs, other dealers, etc.) Best, Paul Leinberger, Managing Director Denny+Leinberger Strategy Irvine, CA The National Powersports Dealer Association is indeed an incorporated, non-profit with a duly elected Board of Directors (all Dealers), by-laws, with clearly articulated mission and vision statements. The numbers of members are growing exponentially, with more than 50 stores already under the NPDA umbrella. They even have a website www.NPDA.org and a Facebook page: https://www.facebook.com/npdaorg

WHAT WE DIDN’T SEE… I wanted to read up on NPDA, but I couldn’t see it! I hope you continue the print edition of Dealernews – even for

a fee. I have a fairly large computer monitor, but find that your small font is near impossible to read even with my new bifocals. Not sure you can increase your font size, but it might be worth considering. Regards, Jim Boltz, Owner Cycle Barn, Inc. Washington State Motorsports Dealers Association Marysville, WA WHAT GUIDO SAW Listened to / watched the MIC Symposium with David Savlowitz and Michael Ponton today (9/23/21). Interesting, but I would have shown OffRoad Motorcycle Sales vs. PWC or RVs or Boats rather than Guitars. The OffRoad market could be declining in sales in 2021 due to 1) lack of inventory, or 2) everyone who wanted one in 2020 got one. I think it’s a bit of both. Thus, pentup demand driving future sales could be minimal. As for ATVs, OEMs haven’t produced a big supply of them during the past 10 years with the rise of UTVs. Sales were flat for years until 2020, when folks seemingly bought Youth ATVs while they were home from work. That downturn has more to do with a lack of inventory, I think. I’d believe Adult-Sized ATVs have continued to be flat to up a couple of points in the past year. As for the MIC’s June numbers: I’m amazed at the rise in On-Road Motorcycles during the first half of 2021. Those must certainly be smaller displacement models rather than big displacement Cruiser, Touring & Supersport bikes. Best, Guido Ebert Power Products Marketing (PPM) Minneapolis, MN

SOUND OFF! Dealernews is indeed back. Join in the conversation via e-mail: Editor@dealernews.com Check us out on Instagram: https://www.instagram.com/ dealernews/ Like us on Facebook: www.facebook.com/DealernewsFan/ Follow along on Dealernews.com Tune into the new YouTube channel: www.youtube.com/ channel/UCZE6q4gQ5EIz0nOX4WaXw1w

HEADS UP!

HJC had a big surprise for the Red Bull MotoGP at Circuit Of The Americas last weekend. The RPHA 1 Red Bull Austin GP helmet launched on October 3rd at COTA, coinciding with the date of HJC Helmets 50th anniversary. This marks the first time the energy drink company has licensed its rampant bull logo to any helmet company — Until now, any helmet sporting a Red Bull graphic has been exclusively available to sponsored riders. “We can’t think of a better way to celebrate our 50th anniversary than with the launch of this very special Red Bull licensed helmet,” says HJC America head honcho George Hong. “HJC Helmets has released several successful licensed helmets in the past, but the RPHA 1 Red Bull Austin GP helmet is one of a kind… It only makes sense that two top companies would join together, one as the number one helmet brand in North America and the other, one of the biggest names in motorsport.” The relationship began with HJC supporting the Red Bull MotoGP Rookies Cup and becoming the official helmet partner for the series. From there, the relationship evolved leading up to the release of an exclusive helmet collection that will be available to all motorcycle riders, something that has not been done before with any other brand.

EXTRA! EXTRA! READ ALL ABOUT IT!

Hot off the virtual presses Sullivans Inc. launches their entirely digital 2021-2022 New Release Catalog. This year’s 89-page catalog, Dealers can view and order the latest products in powersports, including complete collections from Joe Rocket, HJC and O’Neal. From the newest headliners from HJC — including the new RPHA 1N Helmet and the Red Bull edition that made its debut at MotoGP COTA — to innovative gear like the Seeker Jacket from Joe Rocket, the new format features easy to use sections that offer Dealers quick access to the most recently released products in powersports. Dealers can access the 2021-2022 New Release Catalog on the Sullivans Inc. website under the Catalog section. Click here: https://www.sullivansinc.com

40 UNDER 40 HONORS FOR DLP

Digital Lead Performance COO Aaron Barney was named one of the Business Observer’s 2021 40 Under 40. Each year, HJC will release the highly anticipated RPHA 1 Red Bull Austin the Business Observer selects 40 individuals under 40 years old GP race helmet to the public in December 2021, so Dealers from the Gulf Coast business community, representing the best need to get their orders in with their favorite distributor now! and brightest from Tampa to Naples, Florida. “It’s an honor to be a part of this prestigious group,” Barney said. “Digital Lead Performance is truly a passion of mine, and to be recognized 12 for that work is meaningful. I’m very proud of our team and the impact we’re having on the powersports industry.”

Barney first joined Scott Fischer Enterprises in 2002 at 19 and worked his way up to occupy various sales and managerial roles. In 2018, Barney developed the concept for Digital Lead Performance, the top digital lead technology platform in the powersports industry, and he is currently its Chief Operating Officer. Under his guidance, Digital Lead Performance has helped Dealers sell more than 9,200 units, resulting in more than $170M in total revenue assisted. From start-up, DLP is now serving nearly 80 dealers internationally and employs more than 60 individuals. According to Barney, the company plans to focus on maintaining upward momentum, including securing new technology to grow and improve their offerings to Dealers. For more information about how Digital Lead Performance can help your dealership, click here: https://dlpspeed.com

Holzhauer Pro Motorsports is committed to providing their customers with the highest level of service and has earned a reputation of having one of the most elite service departments in the Midwest. The group’s “RIGHT TIME THE FIRST TIME” slogan and customer satisfaction is their #1 priority. Polaris customers in Nashville, Illinois, and the surrounding areas will benefit from Holzhauer Pro Motorsports’ professionalism. “Having acquired a Harley-Davidson dealership from George Chaconas in the recent past, and with my father having worked with Performance Brokerage Services over many years, I reached out to George to help us,” explains Brad Holzhauer. “George and Courtney Bernhard did an excellent job on helping us work through the negotiations and the closing process to purchase Van’s Motorsports with Polaris to relocate to our existing dealership. I look forward to working with them again in the near future!” “Our firm has worked with the Holzhauer’s for many years,” adds Chaconas. “Only a few years ago, I helped Brad Holzhauer and his family acquire Frieze Harley-Davidson in O’Fallon, Illinois.” Over the past 5 years, Performance Brokerage Services has represented more than 250 dealerships, making it the highest volume automotive and motorcycle dealership brokerage firm in North America. Performance Brokerage Services provides complimentary dealership assessments, no upfront fees, no reimbursement of costs and is paid a success fee only after the transaction closes. “It has been a privilege and honor to help them acquire Van’s Motorsports, which included the Polaris franchise. I want to thank them and wish them great success and look forward to helping them continue to grow in the near future. I am also very grateful to Van for giving us the opportunity to help him retire.”

DEALER NEWS: VAN’S YAMAHA BECOMES PRO MOTORSPORTS POLARIS

Van’s Motorsports in Sparta, Illinois, has transitioned from founders Allen and Van Hammel to Alan and Brad Holzhauer of Holzhauer Pro Motorsports. Established in 1984 when Van Hammel and his father Allen purchased the former Bollmeier Yamaha, they expanded operations to include Polaris in 1987. To keep up with the growing business, Van built two facilities in 1985 and 2011. He believes loyal Van’s customers will remain in good hands with Holzhauer’s in a deal handled by Performance Brokerage Services.

Following the sale, Van commented, “If I had to rate my experience with Courtney Bernhard of Performance Brokerage Services on a scale of 1 to 10, she would receive a 100! She was very professional, helpful, and treated me with honesty and respect. She worked between the buyer

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OCTOBER 2021

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and me, and we came to a fair price for both sides. I will admit, when Courtney first called me about having a buyer for my business, I kind of blew her off and told her to call me next week, as I thought it was a scam. “The next week she called back, and I was still extremely apprehensive. You don’t just get a call from people wanting to buy your business every day! From that point on, Courtney did everything. She dealt with the title work, the manufacturer approval — she did it all! This transaction was fast, painless and professional. I can’t say enough good about Courtney and Performance Brokerage Services.” Holzhauer Pro Motorsports is now handling Polaris products and service at Holzhauer Auto Mall in Nashville, Illinois.

The old “the check is in the mail” excuse may be more plausible now, but no less palatable. “In fairness to the postmaster general, yes, the pandemic imposes challenges on mail delivery, but if you go back to the quarter ended June 30 — when things were really, really bad — you had performance levels that were a lot better than now,” Steidler adds. “The service numbers are disappointing, and that is the mission of the postal service — to deliver mail.” Bottom line: snail mail is about to get slower for some of the 160 million residences and businesses that rely on the Postal Service. Letters and parcels traveling longer distances could take up to five days to arrive, instead of two or three days... and that is first-class mail. Catalogs, magazines and other bulk mail could be delayed longer, much longer!

For more information about the services offered by Performance Brokerage Services, click here: https://performancebrokerageservices.com

MAILING IT IN…

A Compelling Reason To Ditch Mail Order! The cost of first-class postage is up, delivery times are down... and this is just the beginning. Effective October 1, USPS instituted new service standards for first-class mail and packages. Called “Delivering For America” — a 10-year program aimed at reducing the Postal Service’s 160 billion debt — lengthening delivery time for 30% of its volume. That means the price of a first-class stamp will go up but the letter (or check) could take up to a week to be delivered. The plan also calls for a reduction in post office hours and more postage hikes during the peak holiday season. Not that Q1 2021 performance was anything to write home about in the first place: 1 in 5 pieces of mail across the U.S. was delivered late to households and businesses in the first three months of 2021, according to USPS chief technology officer Scott Bombaugh. At the same time, mail volume was down sharply in the first quarter because the holiday rush was over. So, performance declined even though the USPS was handling less mail. “It’s disappointing, and it’s quite low by historic standards,” says Paul Steidler, a senior fellow with the Lexington Institute and expert on the USPS. “It means a lot of stuff isn’t getting delivered on time. I would pay your credit card at least a week before it’s due. It means if you are expecting rent checks or have to pay a rent check, you better give yourself some extra time.”

ALL KIDS BIKE…

At Least In Six Schools They Do, Courtesy Of Yamaha “With kids in the U.S. spending an average of seven hours a day on a digital screen, it’s never been more important for companies like Yamaha to invest in the future of outdoor recreation by getting our youth off of the devices and participating in healthy and fun activities to increase their confidence, instill valuable life lessons, and simply enjoy all the outdoors has to offer,” claims Yamaha Motorsports Marketing Manager Steve Nessl. Putting its money where its mouth is, Yamaha Motor Corp., provided $30,000 to All Kids Bike, covering the cost for six programs teaching kids in Georgia and California kindergartens how to ride bikes. “Research shows approximately 75% of kids won’t even ride a bicycle one time this year,” adds Ryan McFarland, All Kids Bike founder, who helped Yamaha employees deliver bikes to Morris Elementary in Cypress last month. “We believe it’s critical for the future of our kids and our communities to change that stat, so All Kids Bike is on a mission to teach every kid in America how to ride a bike in kindergarten PE

class. We share a common goal with the Yamaha Outdoor Access Initiative of getting people outside and enjoying nature. This is a big win for our program, but mostly for the kids at these schools.” Yamaha employees from Marietta, Georgia, Cypress, California, and Newnan, Georgia, volunteered their time to build and deliver bikes and helmets to local schools. Full All Kids Bike programs, including 24 balance bikes, pedal conversion kits, helmets, and a teacher’s bike, were delivered to Elm Street Elementary in Newnan, A.L. Burruss Elementary School in Marietta and Juliet Morris Elementary School in Cypress. Three more schools in Newnan, Marietta and Cypress are also guaranteed funding through the Yamaha grant and will receive the same program support this year. “Being able to financially support these efforts is always great but giving Yamaha employees the opportunity to contribute their time to help build and deliver the bikes to schools in the communities where they work is much more meaningful and valuable,” Nessl says. “It’s rewarding to know we’re playing a role in getting more kids outside.”

“My dad was a Yamaha Dealer when I was a kid, so I grew up on Yamaha. The very first Strider Bike I built for my son 15 years ago, I painted it blue and put some Yamaha stickers on it,” says McFarland. “Now that we’ve teamed up with Yamaha’s offices and employees to bring this important program to kids in their communities, we know it will continue to grow from here and we’re already seeing interest from their neighboring schools.” “Funding for our local schools is integral, and so is helping spread awareness for these national programs that support and activate local efforts where our employees and customers live,” Nessl said. “Yamaha’s Outdoor Access Initiative grant will serve kids at these six schools for years, and we hope the awareness this grant will bring to the broader outdoor recreation community will continue to generate funding for more schools.” The All Kids Bike program is now in 350 schools in 45 states, with another 50 schools currently in training that will have the program by the end of the year.

Brought To You By MotorcycleIndustryJobs.com always keeping visual content on-brand,” he explains. “We are a small, digitallycentric creative agency that uses the latest cutting-edge technology to deliver a broad range of well-crafted, creative experiences for a powersports industry client portfolio.” Services offered include:

“This is my last day at Holeshot Motorsports,” said Dealernews Canadian Correspondent at the end of August before embarking on his annual Big Yukon Ride. “No, I did not get fired; I am retiring. After 49 years in the business, it’s time to move on to traveling, and some new hobbies. Holeshot has been a great place to work, and I will continue recommending them to all of you. They work hard, and really do care for the customers. Holeshot has some of the best people in the business, and I’m sure that they will be here for many years to come. I’m sure I will see lots of you out there on the road. Ride Safe!” Marq has worked in and around motorcycles for more than four decades, starting with Canada’s oldest Harley-Davidson Dealer Trev Dealey Motorcycles and serving as a road safety instructor, salesperson, business owner (the original Western Powersports in Langley, BC circa 1993) writer and advocate. “He’s supported many in and through the business including individuals just starting out in the sport, riding clubs and has hosted and sponsored numerous events in support of those in need in the community where he has lived and worked,” says his wife Linda Stromberg. “Love you Marq! Can’t wait to see what the next chapter brings.” We love you, too, Marq! Old habits die hard, though. Marq was back at Holeshot pinch-hitting by October… proving he wasn’t fired and he is still part of the powersports industry.

Speaking of people who can’t stay away from the powersports industry, Powersports Business has announced that it has filled the role of editor-in-chief with a familiar face to many Dealers and industry members. After a brief stint in the automotive space with FenderBender, Dave McMahon has rejoined the team as editor-in-chief and associate publisher, alongside managing editor Nick Longworth. “I left with a feeling in my gut and returned with a feeling in my heart,” McMahon said. “As several emails from friends over the last 24 hours have noted, ‘welcome home’ indeed. Our industry rocks!”

Another long-time trade media type has hung out his shingle for design work. Originally founded in 1994 under the eponymous Morgan Williams Graphic Design, a new name and brand identity has recently been launched: MW Design. Williams is Art Director for Parts Magazine publisher Don Emde, Inc, and was formerly Art Director of KTM Group (North America) and Senior Designer for their agency, KISKA Inc. but now he is branching out. “With a passion for producing forward-thinking ideas and a focus on leveraging advanced digital capabilities, we’re in an exciting position to deliver fresh and progressive work,

Print Design: Magazines, catalogs, brochures, advertisements & much more • Identity Design: Logo design & optional brand identity guidelines Packaging & Apparel Design Digital / Online: Advertisements, e-newsletters & WordPress websites See portfolio work and learn more at: http://mwdesign.biz

Rumblings from RumbleOn: effective September 7 Matthew McCartin became Chief Marketing Officer (CMO) for the e-commerce company. “As we prepare for closing our business combination with RideNow we are thrilled to welcome Matthew to our leadership team,” says CEO Marshall Chesrown. “We are confident Matthew will make an immediate impact on our business as we enter this exciting phase of growth by creating the first omnichannel in powersports.” McCartin has worked with iconic consumer brands for 30+ years, including YUM Brands, Dickies Apparel, SprintNextel, INDY CAR RACING and USA Today. “RumbleOn is bringing a new experience to the powersports industry and has an incredible opportunity to define itself as the premier destination for powersport ownership, in a very transformational way,” says McCartin. “I’m honored to be joining Marshall and the rest of RumbleOn’s world-class leadership team at such a pivotal time in its evolution.” Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

The name rings a bell… JC Maldanado is now heading up the Bell Helmets branding effort. Most recently with Royal Enfield, he is now Brand Manager - Bell Powersports | Media Relations - Bell Powersports and Bell Bike at Vista Outdoor Inc. He kickstarted his career with an agency gig at CramerKrasselt (BRP’s Agency Of Record at the time), he served stints as content writer, community manager and social strategist for Can-Am Off-Road and Spyder, which should give him a heads up on how to handle Bell’s messaging moving forward.

David Piercy leaves American Landmaster to break new ground with LABOV. “At LABOV Marketing Communications & Training, we launch, we market, we train, we inspire and we sell,” he explains. “We specialize in working with multiplelocation corporations that sell through channels such as Dealers, distributors or reps; both business-to-business and business-to-consumer.” He may have moved on, but his virtual walk-through of American Landmaster plays on for posterity: https://www.youtube.com/ watch?v=_2cZ3rLWYH0&t=47s

Two for Tread Lightly! Tread Lightly!, the nonprofit dedicated to responsible outdoor recreation through stewardship and educational programs, has redoubled its efforts, announcing two new Program Managers to represent the Pacific Northwest and Southeast regions. Anna Baklund and Lowell Eckart are the newest team members. Baklund, a dirtbike and dual sport enthusiast with many years of program management experience, will represent Tread Lightly! in Oregon and Washington state. In addition to her passion for off-roading, Baklund is a longtime volunteer for state and federal lands projects to improve and protect off-road trail access.

Eckart, a former Performance Tire Development Manager for BFGoodrich, will lead education and stewardship efforts in the Southeastern US region. He brings a wealth of industry knowledge and has a passion for off-roading and protecting access. “The addition of Anna and Lowell will not only help us expand our reach across the country, but both bring their unique expertise to the offroad world,” said Matt Caldwell, Tread Lightly! Executive Director. “We are thrilled to grow the team and bring our mission to these areas in a more robust, meaningful way.” To learn more about the Tread Lightly! team visit: www.treadlightly.org

Speaking of what is going around in the tire industry, former Ducati exec Claudio Zanardo has a new “role” as CEO of Pirelli Tire North America. Meanwhile, Pietro Berardi, currently CEO of Pirelli Tire North America, is leaving the company to pursue a new professional challenge. He will be replaced by Zanardo beginning November 1. Zanardo will join the North American team from Pirelli’s Milan headquarters, where he has most recently served as senior vice president, Moto and Velo. He has extensive industry experience, including a decade with Ducati: in 2004 he joined Ducati Motor Holding, covering roles of increasing responsibility and, most recently, held the position of Head of Sales Strategies and Planning. As CEO of the North American region, Zanardo will be responsible for the motorcycle, cycling and automotive businesses, as well as manufacturing facilities in Rome, Georgia, and Guanajuato, Mexico. In 2015, he joined Pirelli overseeing marketing and controlled retail for Region Europe until assuming responsibility for Driver Italia (Pirelli’s franchise network) in 2016. He was then appointed country CEO of Italy, before moving to the role of senior vice president, Pirelli Moto, in January 2020. In February 2021, he was also given responsibility for Business Velo.

THREE’S COMPANY

Gatto Harley-Davidson, Gatto Cycle Shop & Three Rivers Harley-Davidson Are Quite A Crowd

hen Gatto Cycles won the 6th Annual Dealernews Top 100 Grand Prize back in 1997, dealership patriarch George Gatto rocked the industry! He showed up with a million-dollar smile, even more jokes and rocking a tuxedo (complete with a matching Harley-Davidson cummerbund and bow tie). From the dealership’s groundbreaking add-on of the “Cycle Diner” restaurant — a 1947 O’Mohoney Dining Car grafted onto the side of his building — to the top-tobottom merchandising and branding of the dealership, Gatto was cutting edge. A consistent run of first and second runner-ups leading to the Grand Prize (1996 First Runner-Up, 1995 First RunnerUp, 1994 Second Runner-Up, 1993 second runner-up) provided proof of concept of Gatto’s disruptive thinking. The Motor Company took note and started implementing merchandising ideas, other dealerships added restaurants to their footprint and even the magazine had a couple take-aways: Tuxedos were worn by staff so as not to be upstaged by Top 100 honorees again, and the “Gatto Clause” — the Top 100 Grand Prize could not be won more than once in order to give other dealers a fighting chance.

Maybe a little less flamboyant, but even sharper at out of the box concepts and disrupting the status quo as his role with the National Powersports Dealer Association demonstrates, eldest son George J. Gatto, now runs the three company stores. George even found a way to circumvent the “Gatto Clause” by adding franchises and additional stores —Gatto Cycles and Three Rivers HarleyDavidson. “The rules say once you win the #1 spot, you are not allowed to enter again,” the younger Gatto willingly admits. “But since we opened a second location for our import lines, we entered again and were voted Top 100 in 2000, 2001 and 2002.” IN THE BEGINNING You don’t last long in the dealership game if you don’t have passion for the product, creativity, a head for business… and a stubborn streak a mile long. The Gatto Cycle Shop family has these traits and more… and they have been at it even longer than Dealernews itself: Gatto Cycle was founded in 1964 by George A. and his lovely bride Loretta, who has since retired. “I don’t know any better,” quips the chip off the old block. “As with many family businesses, I started when I was a child.” And apparently you can never leave: “Here I am almost 60 years old, and I’m still in it.”

Like most family businesses you start at the ground floor… literally in George’s case. “I started by basically cleaning oil spots off of the concrete floor that the bikes used to drip.” Yes, it is true, old Harley’s really did mark their spot. “Ever since then, even as I went through high school and college, I worked for my parents. We picked up Harley-Davidson in 1981 and we expanded some other lines, as time went on.” Ever the disruptor, George decided to break the family cycle.

“I actually took a sabbatical and went into the bicycle business. I had five bicycle stores, for a good 12-15 years. Then that industry changed as much as the motorcycle industry is changing right now.” Time for a reality check. “That’s when I basically left the bicycle industry, which was very emotional to do because I had a lot of friends and had built up great vendor relationships and so forth.” He also found the time to serve on the National Bicycle Dealers Association, a harbinger of things to come for NPDA. “But I left that industry and jumped into the HarleyDavidson business full speed ahead. We had one store at the time, and I bought a second store right before the recession — great timing on my part,” he wryly notes. “Then we split the powersports store off from Gatto HarleyDavidson and picked up several different brands.” Helping accelerate the learning curve, Gatto went all in with the training offered by Harley-Davidson (initiated by the late John Wykoff and later championed by our own Mark Rodgers) and joined a couple 20 Clubs. “So I’ll back up and tell you that when I was in the bicycle industry for so many years, I was a proud Board member of the National Bicycle Dealer Association. I did that for

about 10 years and I saw how much the NBDA did for that industry and what it was able to do to improve dealerships. NBDA was able to bring dealerships up, whether it was with information, getting more people out to ride or just networking with other dealers. We started 20 Groups, we offered a lot of training, and we basically partnered with the tradeshow — as NBDA we actually sponsored all the training at the show. We would bring in the speakers and we would bring in people to train you. “What I found in the bicycle industry, and what I’m also finding in the powersports industry is the level of business acumen is from here,” he raises his arm well above his head… “down to here,” pointing at the floor. In the Harley industry, the level of business acumen is a lot higher, because over the years Harley spent a fortune on training for their dealers. Unfortunately, most of that training is now a line item budget cut,” he laments. “But on the powersports side, I think there’s a lot of opportunity for dealer training. Some of the other things I mentioned that were NBDA strengths like networking, Legal Affairs and government oversight are needed by motorcycle dealers. There are a lot of small regional dealer organizations and some active state associations, but what we really need is something national.” Say, like NPDA.org (see sidebar). “I don’t understand how it hasn’t happened yet. I mean, it really helped the bicycle industry and I think it will really make a massive improvement in improving motorcycle dealers across the board.”

OCTOBER 2021

Continued on page 22

Continued from page 21

WALKING THE WALK Despite overcoming the Gatto Clause and being named one of the 100 best dealerships in the nation, the team at the three dealerships is not about to rest on its laurels. “Rest assured that the Gatto family is working hard to constantly improve every aspect of our business,” claims George. “And my Mom is watching what we do!” True story, former Secretary/Treasurer Lori Gatto still keeps a watchful eye on things courtesy of social media. Gatto Cycle Shop is coming off its best year ever. George J states that his Garage Composites 20 group gets credit for helping him make some of the best decisions, and kept him from making some of the worst decisions, in order to deal with all of the challenges that COVID set in front of us. “Having a group of peers who cares about each other’s success and will push you to make tough decisions is humbling. I joined this group 5 years ago and we were the worst in the group in every category, we were selling volume and winning vendor trips and awards but we weren’t making money. “Today we have the highest net operating % in the group, and I can more than pay for as many trips as I want. Admittingly, it will be extremely difficult to keep this up, being some of the best operators in the industry are in this group. I have been in 20 groups for many years, absolutely the best investment in time and money you can make if you truly want to improve. We operate our businesses in a silo, we simply have no idea what great looks like. One thing for sure is that it’s not high volume and low profit. The monthly composite reports show you in each and every department what good and bad looks like, and with the help of the dealers in the group, you will learn what the numbers mean and how to improve them. “Don’t ever be intimidated, ask lots of questions and do what the successful dealers tell you to do, pretty simple solution. “Another tough lesson is to spend your dollars with the brands and vendors who not only support you but who match your business model. If you want to win at retail, you may have to say goodbye to a few brands, and that’s OK. It’s just business, not personal. In today’s highly competitive marketplace and with change being not only happening quickly, it’s become the only constant. Act, react, react again. Again having a group of dealer peers is paramount.” In addition to the two Harley-Davidson franchises, which are sold out of Gatto’s East Sixth Avenue showroom in Tarentum and Three Rivers Harley-Davidson, Gatto Cycle Shop now sells CFMoto, Honda, Kayo, Kawasaki, KYMCO, Royal Enfield, SSR, Suzuki and Yamaha WaveRunners from the old YMCA building.

THREE’S COMPANY… Come knock on my door:

Gatto Cycle 117 E. 7th Ave. Tarentum, PA 15084 Phone: (724) 224-0500 https://gattocycle.com/

Gatto Harley-Davidson 139 E 6TH AVE Tarentum, PA 15084 (724) 224-0500 https://gattoharley-davidson.com/

Three Rivers Harley-Davidson 1463 Glenn Avenue Glenshaw, PA 15116 (412) 487-3377 https://threeriversharley.com/

STAND WITH NPDA

“

personally invite you to join the National Powersports Dealer Association. Reason being, if you want to improve your dealership, you gotta do it there,” claims George Gatto. “It’s so hard to do anything on your own as a Dealer.” However, when you have a group of peers that you can talk to… when you have a wealth of information at your fingertips;

When you have people that can help you with anything from Legal Affairs, sourcing a shop truck to inventory stocking levels, anything is possible. This is all the stuff I do in my 20 Groups, but we need it on a national scale.” Bottom Line: “NPDA is just something you have to do. I can’t imagine a Dealer not being part of this organization.” See what the National Powersports Dealer Association is all about here: NPDA.org

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2022 HONDA GROM Big Things For The Little Bike By Jason Gearld

“

rommet” used to refer to Southern California surf kids according to the Urban Dictionary, but the diminutive derivative Honda Grom is big fun for kids of all ages… and definitely not limited to the beach communities. Making a big splash with the little bike, more than 750,000 Groms have been sold since its introduction back in 2014. After spending the day in the new thicker, flatter saddle, we have to admit three quarters of a million customers can’t be wrong! Honda has made some substantial changes to the third generation Grom. The new engine, with a higher 10:1 compression ratio combined with fuel injection, increases power and adds to the performance. — a whopping 9.7 horsepower and 7.7 pound-feet of torque are now on tap! Plus, Honda has seen fit to add an extra cog in the gearbox… big fun rowing through the 5-speed. And if kids should get a little too “exuberant” with twisting the throttle, the disc brakes work (don’t ask me how I know)! There is even an ABS upgrade available for an additional $200, on the hang tag. Huge improvements to this little pocket rocket. Additional updates include the aforementioned seat, LCD digital instrument cluster and an ever so slightly larger gas tank (now 1.59 gallons vs. 1.45 gallons for the Gen 2 version). However the flawless PGM-FI fuel injection means the extra

thimble full of gas makes for 155-mpg estimated fuel economy and a 200+ mile range (depending on how big the kid riding the Grom is, and how much they are abusing the throttle, of course). But the biggest news of all are the Grom’s new body panels. The four main body panels quickly attach/detach, facilitating customization with just three bolts.

#colormygrom Like Evel Knievel’s signature graphic “Color Me Lucky”, Honda has embraced the spirit of adventure of this philosophy and daring-do with its expanded exterior customization options in the #colormygrom campaign. “Grom has always been about having as much fun as possible on two wheels,” explained our host for the press ride, Colin Miller. “And our newest Grom is more fun than ever. Its new, easyto-remove body panels make it easier than ever to customize. Plus, you also get a new five-speed transmission, bigger fuel tank and more. To help celebrate all that, we’ve even designed a downloadable customizable coloring page so customers can let their imaginations run wild.” Speaking of running wild with Groms… and before giving journalists the keys to the kingdom, the ride was hosted with the kings of Grom customization: Steady Garage. Specializing in all things Cub, Monkey, Ruckus and even Rebel, it was the Grom that put this shop in Irwindale on the map for many customizers around the globe! They bill themselves as the #1 source and your first choice for all things mini-moto. “We’re proud to say we have the most inventory around and are always stocked up with the newest and latest stuff. If you heard of it, we probably carry it… Let’s do it till the wheels fall off!” Look for a full Dealer Profile on these guys coming soon, or cut to the chase here: https://www.steadygarage.com/ 2022 Grom MSRP: $3,399 ABS Model: $3,599

NO REASON TO MONKEY WITH SUCCESS…

nless it is the venerated Honda Monkey, that is. American Honda confirmed the 2022 Monkey will be powered by a torquey new engine with a fifth gear! “While the Monkey has been a hit in the U.S. since we reintroduced it for the 2019 model year, customers have expressed a desire for more comfortable cruising and better acceleration,” notes Brandon Wilson, Sports & Experiential Manager at American Honda. “Now we’re happy to offer that capability by equipping the Monkey with the same five-speed engine that has earned rave reviews in the all-new 2022 Grom,” he adds. “It’s yet another example of Honda producing not only the most diverse lineup of miniMOTO models, but also the most capable.” A hit with both the new generation of enthusiasts and nostalgic riders seeking a trip down memory lane the Monkey is timeless. Its heritage extends back to 1961, when the original version was used in a Honda-owned Japanese amusement park called Tama Tech. In addition to the added cog in the gearbox and the undersquare (narrower bore and longer stroke) 124cc two-valve, overhead-cam, air-cooled engine, the 2022 model is listed as being ABS-equipped. MSRP: $4,199 Color: Pearl Black; Banana Yellow

OCTOBER 2021

Continued from page 25

WHAT THEY SAID

And so the Grom continues to improve, staying at the top of its class despite competitive offerings from Kymco, Kawasaki, Benelli and others. It’s more fun for less money than just about any other major production motorcycle, and it’s been improved in all the right ways. Approachable pricing remains, ergonomics are improved, changes in sprocket sizing and gearbox spacing help with acceleration and fuel economy, and home customization is now easier than ever. Honda has once again demonstrated its ability to recognize and meet customer needs without losing sight of what’s made us love the Grom since its inception. ~ Morgan Gales, Cycle World Even with my big sack of taters in the saddle, the Grom is zippy and pulls away from stops eagerly. Its clutch pull is ultra-light, and rowing through the gears is effortless, which is good since keeping the Grom in the go zone requires the right gear and all the throttle you can twist out of the right grip… It has been said that you never see a motorcycle parked in front of a psychiatrist’s office. That’s especially true if the motorcycle is a Grom. Go ahead, have some fun! ~ Greg Drevenstedt, Rider With the Barber Small Bore event as our backdrop, it is easy to see the appeal of the Grom. It’s a motorcycle that unifies, strips things down to their base elements, and does one crucial job — fun. In a modern world that can be so complicated, it’s refreshing to see a bike that takes all of us back to the basics, and it’s even better when you have friends to share that experience with you. At $3399 for the nonABS edition, it’s not hard to see why these things sell like hotcakes. ~ Nic de Sena, Ultimate Motorcycling The Honda Grom is basically the favorite motorcycle of the Road & Track staff. This tiny, cheerful machine embodies everything we love about Honda: Motorized irreverence in a plucky pint-sized package, a device that’s about a billion times more fun than its spec sheet would indicate. (For those who don’t know the recipe: Honda minibike, 125cc single-cylinder, 55 mph if you’re lucky. An absolute hoot at any speed.) ~ Bob Borokanich, Road & Track

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the year that set the pattern of American life for the next six decades: workers lived in the suburbs and commuted to jobs in central cities. The interstate highway system – perhaps the greatest achievement of the Eisenhower era – made the change in pattern possible and the explosive growth of the auto business (that churned out affordable cars for the masses) made the change accessible to most. From the mid-50s to the present, the pattern held. Suburbs continued to grow and central cities continued to lose population. Even though today’s technology now makes it possible to work from anywhere, most Americans continued to commute to work either because they wanted to or because their employers required them to do so. Then the pandemic hit. Americans were forced to stay at home and forced to use the technology they had available (but rarely used). And so began the dramatic change. Employers and employees both realized that working from home – which has become known as WFH – actually worked. Productivity did not go down, employees were happier (in most cases) because they were closer to their families, and work-life balance improved rather dramatically. True, many By Dr. Paul Leinberger jobs could not be done remotely, but many could; indeed, many more than had previously been believed. For the first time, workers realized they could live anywhere, potentially “scrambling the map of booming and declining places in the American economy” (The New York Times, April 19, 2019). This is an epochal shift in the structure of work. According Time To Plan For 2022 to Stanford economist Nicholas Bloom, more than 20% of wo years of record sales (up another 19% in September work is likely to be remote in coming years – more than four 2021) and thousands of new riders. Rarely has the times the pre-pandemic level. In some places, like California, Powersports industry been in a more enviable position. approximately 40% of all jobs including 70% of higher paying ones, can be done at home (Center for Jobs and the Economy, Given the bounty of the past two years, perhaps you have 2021). said to yourself: “Now is a good time to buy that dealership down the road” or “maybe we should think about expanding In the future, no matter where you live, more of us will be our shop.” Good thoughts because history has taught us that working from home and more of us will live where we want the businesses that succeed coming out of a crisis period (in to live. Which begs the question: If you could live anywhere, this case, the pandemic) are those that strategically prioritize where would you choose to live? Recent data from the new business building. They don’t rest on their laurels but U.S. Census data (September 2021) provides a strong clue: invest in new ventures and commit to growing. Americans will choose the exurbs. The exurbs are the land beyond - the land beyond the suburbs. Exurbs are now Let’s say you decide to look more seriously into your options. the fastest-growing areas of the country. Think Lake Tahoe, Where should you begin and what kinds of options should California, Cape Cod, the Outer Banks of North Carolina you entertain? and Wasatch County, Utah. Not rural America, but not the suburbs either. Today they are the places Americans would Here is a great place to start: The pandemic did something choose to live if they could live anywhere. that has only happened once before in the last century - it changed the pattern of urban development. The last time there was a seismic change in housing patterns was the end of World War II with the rise of suburbia. The pandemic triggered the second great change – and it is just beginning. For the first time in the history of the nation, where you work and where you live are no longer linked. After World War II, middle-class Americans departed from the cities and headed for the suburbs. In 1954, 1.5 million homes were built, the great majority of them outside of central cities. 1.4 million power lawn mowers were sold and 4 million babies were born. It was the beginning of the Baby Boom and

Dealernews Research

SLINGSHOTTING PAST THE PANDEMIC

One such place is Ontario Ranch, a sprawling 8,200 acre planned development outside of Los Angeles. Ontario Ranch is one of the fastest growing communities in California and the seventh fastest growing community in the nation. Some 1,500 townhouses and single-family homes have been built in the past three years and an additional 700 are planned. Its key market consists of young families and “WFH millennials.” To market to WFH (work from home) buyers, the developer has put in highspeed telecommunications, up to 1,000 megabits per second. It also offers drones to deliver packages bought in its retail centers, robot carriers to deliver groceries, and e-scooters to get around town. (Can you see the future taking shape?) When where you work and where you live are no longer joined at the hip, everything changes. Where you live changes. How you use your time changes. What you buy changes. New options develop and a new way of living begins to form. This new way of living is important to understand because it is your future and the future of the Powersports business. If you are thinking of growing your business and wondering where to put your next store, think exurbia. Young families, millennials and work from home (WFH) employees are the perfect target market for you. Plus – and this is important – exurbia tends to be less dense and interest in Powersports products will most probably be quite strong. In the years to come, the number of Americans moving to exurbia will continue to grow. You should be there to grow with it.

A perennial keynote speaker for the Motorcycle Industry Council's annual Communications Symposium, Dr. Paul Leinberger has become the powersports industry's de facto futurist/strategist. Dr. Leinberger is an expert in market/brand strategy and research with more than two decades of social trend forecasting, market strategy and strategic planning. Prior to joining TTD, he was Senior VP of GfK NOP, where he ran the company’s flagship consumer trend services, Roper Reports, as well as the company’s groundbreaking Global Visual Database. His client list reads like a Who’s Who of corporate America: Hewlett-Packard, Apple, Disney, Nordstrom, Microsoft, Levi Strauss, E.& J. Gallo Winery and Toyota, among many others. Prior to his global responsibilities at GfK NOP, Dr. Leinberger was the Corporate Manager in the Product Planning and Market Strategy department at Nissan North America. Dr. Leinberger holds a Ph.D. in organizational and social psychology and a Masters of Urban Planning (Highest Honors). He lives in Irvine, California, and his work can be seen at www.dennyleinbergerstrategy.com OCTOBER 2021 29

Dealernews Research By Lenny Sims

BY THE BOOK

J.D. Power Valuation Guide

ky’s the limit may no longer apply, but the powersports market is still looking up! From the 30,000-foot perspective, we are seeing that the steep value increases of the first half of the year have leveled out. However, pricing for motorcycles and side-by-sides is still historically strong. Consumers continue to pay strong prices for used equipment as the OEMs sort through sourcing and inventory issues. Motorcycle pricing in the September-October period widened the gap compared to previous years. The most recent 10 model years of cruisers were averaging 18.6% higher than the same period of 2020. In something of a surprise, Sportbike pricing raced ahead 21.7% higher. Preliminary numbers from Ducati indicate

their best first 9 months in history in both the US and globally. Ducati new unit growth is up +3% over the same period of 2020 and +25% compared to 2019. And the used market is performing similarly for the performance bike brand. Side-by-sides are also notably stronger than last year. Utility models are bringing 25.3% more money in the September-October period, solid value. Sport UTV models are doing even better, bringing 31.6% more than this period in 2019. It looks like parts shortages and shipping issues will continue to constrain production of motorcycles and side-by-sides into 2022. This means the market for used units will favor the seller through the holiday season and into the spring selling season.

J.D. Power Specialty Valuation Services (formerly NADAguides) is a leading provider of specialty vehicle valuation products and services to businesses. The team collects and analyzes tens of thousands of wholesale and retail transactions per month, and delivers a range of guidebooks, web service data, analysis and digital data solutions. J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world’s leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.

J.D. Power/NADA Guides, Inc. 3200 Park Center Drive, 13th Floor Costa Mesa, CA 92626 (800) 966-6232 Fax (714) 556-8715 www.nadaguides.com/Motorcycles

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J.D. Power is a leader in providing vehicle data and insights through a variety of products offered through online and mobile applications, and printed guidebooks. Whether you are looking to buy, sell, trade, manage, or appraise a vehicle, J.D. Power is committed to giving you the level of knowledge and confidence you need by delivering the most comprehensive and accurate vehicle valuations in the business.

jdpowervalues.com

N A D A VA L U E S A R E N O W

SEPTEMBER ‘21 VS AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE

*All data provided by National Powersport Auctions includes live and online transactions from all NPA locations. Closed OEM auction data is excluded. For more info visit NPAUCTIONS.COM

15%

10%

-15%

ATV

-1% SNOWMOBILE

-7%

PWC

-10%

3% SIDE X SIDE

-2%

-10%

-2%

DUAL SPORT

-5%

-3%

SPORT

METRIC CRUISER

SEPTEMBER ‘21 VS JULY ‘20 AVERAGE WHOLESALE PRICE CHANGE

60% 50% 40%

23% 15%

-5% -10%

-4% SNOWMOBILE

14%

PWC

DUAL SPORT

10%

23%

ATV

20%

SIDE X SIDE

30%

SPORT

Fall Lineups and Winter Preparation As OEMS introduce and ship new models into dealerships in the coming months, more trades will start to filter into the lanes, changing the dynamics within each category. We expect auction prices to remain elevated over 2020 levels through this fall, with a return of the seasonal price shifts we see in more normal years. Off-Road products should be the strongest performers while On-Road prices will present good opportunities for buyers to stock up for spring.

20%

METRIC CRUISER

Mileage Up, Age Mixed One factor influencing September AWP is a slight uptick in average mileage in the On-Road segments. On the average, August auction transactions saw newer, lower mile units being sold through the lanes. September auction unit ages and mileage were more typical, with a corresponding decline in AWP compared to August. In the Off-Road product categories, a slight rise in average vehicle condition score and lower average model age contributed to pricing strength in the shifting autumn market. Additionally, the lack of new Off-Road inventory continues to drive dealers’ appetite for pre-owned vehicles.

25%

DOMESTIC CRUISER

On-Road Slide, Off-Road Stable As the weather across the country cools into the fall, riding opportunities fade and the powersports industry slows down. While Average Wholesale Pricing (AWP) in nearly all segments continues to be elevated above 2020, seasonal market shifts are pulling back AWP. The moderate softening experienced in late July and August continued to be apparent in September. On-Road unit pricing dipped between 2-3%, but remained well above last year. Off-Road segments continued to demonstrate short-term stability (flat to up 3%) while maintaining double digit growth over prior years.

DOMESTIC CRUISER

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I’M STILL STANDIN’ As part of our annual profiling of powersports OEM dealer networks (US & CA), trials OEMs are also included. In 2015 we discovered a new trials OEM, TRS Motorcycles USA had joined the fray. Founded in 1978 by none other than Jim Snell, Rising Sun Imports of Earl Park Indiana is the exclusive distributor for the TRS brand (link).

Dealernews Research By Don Musick

BALANCING ACT

y off-road journey began with a Yamaha DT175, fun to be sure but not quite what I was looking for! It was followed by an IT175 and I was hooked on all things ISDT and hare scrambles. Next in line came a YZ250 and I officially became a Bob “Hurricane” Hannah acolyte. To me it was clear that bigger and faster was better! To supplement my day job at Purdue, I worked as a salesman at the local Honda/Yamaha shop. The owner, Ray Reed was also an off-road enthusiast but for him speed was not in the equation. He was a trials rider where balance and finesse rule the day! No foot dragging in high-speed corners… no feet on the ground period! POETRY IN MOTION With his passion for trials, it wasn’t surprising that local enthusiasts would gather at the shop on weekends. There was one customer that I remember well, a guy named Jim Snell. He was a big man with an imposing presence. One Saturday evening, the showroom doors had been left unlocked. Jim was driving by and found the lights on and people milling around inside. He walked into the showroom and boomed “Alright boys, let’s wrap things up!” then ushered them out the door. A presence indeed! So how does a guy like Jim equate to a skilled trials rider (a Yamaha TY125 if memory serves)? That was a question I had posed to Ray and his response was “when Jim is in the zone, he’s pure poetry in motion”. You can’t judge a book by its cover (A photo of Jim circa 1976 is shown below)! By 1993 Jim had won the USA Senior National Trials Championship!

Fast forward to 2021 and Jim is still engaged in the art of observed trials. A little older and grayer (as are many of us!), but he continues to carry the torch.

UNDER THE RADAR This article is not intended to pay homage to TRS or Jim but rather to shine a light on a segment of our industry that seems underserved. Don’t believe me? A quick search of “Trials Bike” on the Powersports Business website shows a whopping 8 references since 2003! Need more convincing? Take a look at the last five years of Google Trends interest for keywords: Enduro Bikes, Motocross Bikes, Play Bikes and Trials Bikes. Even Dealernews has had only occasional references to the sport, only one product profile (Electric Motion 5/2020) and a handful of Beta ads. So let’s clear the deck and start with a few definitions. According to the 2021 AMA Racing Rulebook:

“An

Observed Trials is a test of balance and control on a motorcycle that emphasizes the rider’s skill and ability to control the bike in a technically challenging off-road environment. The competition takes place on a course made up of a series of observed sections. Each section along the course contains obstacles to challenge the rider such as turns, hills, rocks and logs within the boundaries of the marked section. At each section an “observer” or course official judges the ride and assigns penalty marks for infractions such as “footing” for balance or other failures to successfully negotiate the obstacles in that section. Although the competition typically has a time limit, it isn’t a test of speed “

TRIALS “U” The most characteristic feature of a trials bike is its U-shaped frame and lack of a seat (fig 1.), both of which keep the center of gravity low and maximize space for rider maneuvers. With minimal fuel stored in a light weight frame and small displacement engine geared low for torque, a trials rider can pirouette like Baryshikov and defy gravity like Elpheba! The best way to appreciate this “Poetry in Motion” is to watch a trials legend like Toni Bou, FIM Outdoor Trials World Champion from 2007-2020 (video). THE CAST OF PLAYERS The table below summarizes trials motorcycle OEMs that have/had products available in the US. Except for Ossa, which officially closed in 2015, all of the OEMs listed have current product offerings.

You can check out the entire 2021 AMA Racing Rulebook here (link). The rules for observed trials meets begin on page 124 (Section 2.10). Continued on page 36

OCTOBER 2021

Continued from page 35 As you can see from their respective dealer counts, trials OEMs do not have extensive dealer networks. The Ossa count (**) represents the dealer network at the end of 2015 and the Montesa count (*) reflects the network at the end of 2014 prior to its acquisition by Honda. Although Honda does have an extensive dealer network (976), I suspect that only a handful of dealers stock or order either of the 2 Montesa Cota models. One last takeaway from this table. A full 50% of active trials manufacturers feature electric power plants. Do you think that Instantaneous torque has a hand in this? COAST 2 COAST Summing the dealer locations listed above yields a total of 608. Since dealers typically carry multiple OEMs, the same calculation done on the basis on physical location, reduces that number to 286. In other words, there are 286 unique locations that carry at least one of the 13 trials OEMs above. The map below shows the geographic distribution of those locations.

Given the nature of the sport, it’s not surprising to see dealers concentrated in the Sierra Nevada, Rocky and Appalachian Mountain Ranges. But that’s not the whole story; the sport clearly has followers across the country! The democratization of dealer distribution is also apparent on the www.trialsclubs.us website. This site maintains a listing of all US trials clubs across 7 regions (Pacific Northwest, California, Mountain, Texas, Midwest, Northeast & Southeast) as shown below. Each region is labeled with the number of active trials clubs.

We’ve seen that trials dealers generally carry more than one trials OEM. But do they carry other non-trials powersports OEMs as well? The answer is not so much! For these 286 dealers the average ratio of Trials OEMs / All OEMs carried is 64.2 %, nearly 2/3! So there is some non-trials OEM representation, but clearly these dealers are trials-centric. BALANCING LITTLE ONES The North American Trials Council (www.mototrials.com) whose mission is:

“To establish and administer a US National Motorcycle Trials Championship series that will produce a US National MotoTrial Champion” Supports youth classes through the “Next Gen Youth Trials Series” (link). Of particular interest are the “Strider” (pre-teen bicycle) and “Cadet” (pre-teen gas or electric) beginner’s classes. Of the OEMS listed above, five offer youth-level products: Beta, Gas Gas, Kuberg, Oset and Torrot. While technically not a trials bike, the Gas Gas electric balance bike does qualify for the wee ones in the Cadet class. Electric balance bike pioneer StaCyc (Stability Cycle) was acquired by Harley-Davidson in 2019. In 2020 they entered into a licensing agreement with KTM to offer “factory” replica KTM, Husqvarna and Gas Gas branded StaCycs. Of course there’s a Harley-Davidson version as well (see below).

In 2019, the StaCyc dealer network stood at 210. Post-acquisition and licensing agreement that number more than doubled in 2020 to 564 and exploded to 1,674 in 2021! The increased exposure through Harley-Davidson, KTM, Husqvarna and Gas Gas retailers coupled with their inherent appeal has opened the door to a whole new generation of off-road riders! Revisiting our graphic of Google Trends interest by off-road segment (below left) and adding a “balance bike” category (below right) for comparison shows the popularity of this emerging segment.

Continued on page 38

OCTOBER 2021

Continued from page 37 WHO NEEDS A MOTOR? We mentioned the “Strider” class above recognized by the Next Gen Trials Series which is a reference to the Strider line of motorless balance bikes for kids. However, there’s another class of trials riding/competition for big kids too. Trials bicycles share many of the same features as their self-propelled counterparts such as gearing, frame geometry and tires as shown in the next figure. The goal is the same, to maneuver seemingly impossible terrain without putting a foot down. If you were impressed with the “Poetry in Motion” video above, take a look at what the pros can do without a motor (video)! NO NEED FOR SPEED! I’m not sure how Maverick would handle trials riding. It’s been 35 years since Top Gun was released, so maybe he’s slowed down a bit. Unlikely, but maybe we’ll find out when Top Gun 2 comes out next year!

From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/dealer extranets, consumer-direct commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization. He founded Genesys Technology Solutions (GenesysTech) http://www.genesystech.com/ to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University. Contact: dmusick@genesystech.com

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TO FIND YOUR LOCAL DEALER VISIT:

TRIBULATIONS & TRIALS

espite the tribulations of having 2020 scratched, the 2021 Trial des Nations went off as scheduled in Gouveia, Portugal, September 17-19. After launching in Europe in 1983, the event had brought together the best Trials riders in the world each year until the pandemic postponement. The U.S. team finished 3rd in 2019 and returning riders Daniel BlancGonnet, Josh Roper and Alex Myers — who served as the alternate — had some unfinished business to address. The U.S. women’s team is also composed of familiar faces as Maddie Hoover and Kylee Sweeten return to the international stage. “The men and women’s U.S. Trial des Nations teams were ready to tackle the slick creek type sections of Gouveia,” said U.S. International Trophy team rider Blanc-Gonnet, who also served as the interim team manager. “With solid performances from each of our team members in the U.S. Championship, we are confident they will perform well in their respective classes. A big thank you to everyone who donated to the team, without your generosity this would not have been possible!” And Team USA did perform admirably against the greatest riders of all time: P7 for the Women and P4 for the Men. The U.S. women’s team had to compete with only two riders, as an AMA EnduroCross conflict kept Louise Forsley from rounding out the team. Although a

disadvantage, the rules allow a team to be classified if two of its riders finish. Only the best two results per team are counted. Although Spain has dominated the World Championship class, the U.S. has made some noise with their recent International Trophy finishes. Prior to placing third in 2019, the U.S. men’s team claimed second in both 2017 and 2018. Sanctioned by the Fédération Internationale de Motocyclisme, the U.S. effort is organized by the American Motorcyclist Association and the North American Trials Council. Reigning world champ Toni Bou wrapped up his 2021 World title the day before on the same course before leading the Spanish team to its 27th victory at the Trial des Nations. Bou, Adam Raga and Jaime Busto dominated in Portugal, collecting just one penalty point on the day. Team France finished second and Italy was third. Dakar Rally racer Laia Sanz cemented her position as the most successful female trial rider of all time with her 14th FIM - Fédération Internationale de Motocyclisme TrialGP Women title and led the winning Spanish Women’s team to the overall title the following day. Although 4th place was nothing to write home about, returning Team USA Rider Josh Roper did share this video via his YouTube channel to give you the insiders view of what went down at the 2021Trial des Nations: https://www.youtube.com/watch?v=ozR00kMFNx4

“Join Team USA as they go across the pond to compete with the worlds best in mototrials,” says Roper. “A huge thank you to everyone who helped support us and donated to get us over there and compete! It wouldn’t have been possible without you guys!” Follow the crew on Instagram Josh Roper - @joshroper4 Nigel Parker - @nigelparker18 Luke Littlefield - @littlefield_22 Daniel Blanc-Gonnet - @danielblancgonnet Alex Myers - @alex46_myers Will Myers - @willem_myers_9 Trial des Nations Results Spain 1 mark lost Toni Bou (Montesa), Adam Raga (TRRS), Jaime Busto (Vertigo) France 36 Benoit Bincaz (Beta), Alexandre Ferrer (TRRS), Teo Colairo (Beta) Italy 43 Matteo Grattarola (Beta), Gianluca Tournour (GASGAS), Lorenzo Gandola (Beta) Women’s Trial des Nations Spain 5 marks lost Laia Sanz (GASGAS), Berta Abellan (Vertigo), Sandra Gomez (TRRS) Great Britain 12 Emma Bristow (Sherco), Alicia Robinson (Beta), Alica Minta (Scorpa) Norway 22 Selina Meling (Beta), Huldeborg Barkved (GASGAS), Inveig (Hakonsen) TRRS

OCTOBER 2021

e ELECTRIFY EXPO

Something For Every Dealer - Page 54

TALKING TO TORROT Kids eMoto Movement - Page 48

WHAT’S NIU?

New Line Drops - Page 47

CURRENTS+

BIG NEWS FOR LITTLE KIDS!

EVERYONE IS DOING IT…

Even MV Agusta has entered the eBike space. The venerated Italian icon rolled out its first ever e-bicycles at the end of August. The name AMO, “I love” in Italian, celebrates the brand’s awaited entrance into this new segment. A new romance that also means diversification and a new audience of discerning, environmental-conscious urban dwellers. Intended to redefine the concept of urban eBikes, the AMO series comes in two models RR and RC. Both are powered by a 250W Mahle motion system which can provide up to 25km/h assisted speed and up to 75km range on a single charge. “In designing AMO we focused on what you love the most about MV Agusta brand: authentic Italian design, laser attention to detail and an optimal riding experience.” The AMO Bikes Feature: • Single speed bike with 4 assistance levels and carbon belt drive • Extremely lightweight: just 15.5kg • Carbon fork and wheels + CNC machined parts • Magura MT4 hydraulic disk brakes • Designed, engineered and fully assembled in Varese, Italy Fall in love AMO, or at least get to know the bikes better here: https://www.mvagusta.com/e-mobility/product/amo/rc

Based on the popularity of last year’s eFTR, Indian has doubled up its youth market offerings by going smaller. Measuring nearly five inches lower than the eFTR Jr, the eFTR Mini’s 18.4-inch seat height accommodates shorter riders eight years and older in low mode, and 13 and over in high mode. The eFTR Mini allows motorcyclists around the world to hand down their passion and love for riding to children with a new option uniquely suited to smaller, entry-level riders, according to Indian. “The eFTR Jr was met with an extremely positive response from so many passionate riders and loyal Indian Motorcycle customers looking to share their passion for riding with the children in their lives,” said Ross Clifford, VP of Parts, Garments, and Accessories at Indian Motorcycle. “With the eFTR Mini, we’re expanding our available youth offerings with an even more accessible option, allowing us to accommodate an even wider range of aspiring two-wheel riders.” The eFTR Mini was designed around a proven electric powertrain, as its 24-volt rechargeable battery runs up to 30 minutes and can reach up to 14 mph in high mode and 10 mph in low mode. The bike’s strong steel tube frame provides a solid foundation for beginning riders, while its rear brake offers premium stopping power. Just in time for the holidays, the eFTR Mini is priced at $499.99 …see the sizzle reel here: https://www.youtube.com/watch?v=J3g6eTJY6KU&t=3s

your needs, delivering a ravaging power of 3000 watts, and can hit up to 50 mph,” proclaims the breathless copy in the sales pitch. “The removable lithium battery is just a go-to hand to get charged. There’s no competing with this bike when it comes to the combination of all three features.”

THE JIGSAW ECHOPPER

What In The Indiegogo? “Its not a motorcycle, Baby…” It’s a chopper? Produced in Pennsylvania by Jigsaw Electronics, the Buzzsaw features a one-piece tubular metal frame, full suspension, disc brakes, LED lighting, and alloy wheels with puncture-resistant tubeless tire. “It’s as sleek as it looks and can be customized as per

After a few failed E-Bike orders from China, Jigsaw founders Matthew Linder and Derrick Wilson came up with the Boss Hog Electric Chopper concept after asking themselves: ‘Why can’t sleek Electric Scooters and Bikes be made in the United States?’ The goal was not to make Electric Bikes and Scooters but to cut the production and shipping time down. “If we design and manufacture these electric products in the United States, we can save a lot of customers time, money and keep them around,” notes Linder. As for that unusual protrusion, it is actually the removable 60-V/30-Ah lithium battery pack, which powers a 3,000-W brushless rear hub motor. Charging time is said to be 4-6 hours which should provide a range of up to 50 miles. Top speed is claimed to be 50 mph. If you believe it will play in Peoria, and more importantly, your market, invest in the Indiegogo offering here: https://www.indiegogo.com/projects/buzzsaw-bosshog-chopper#/

CURRENTS+

TAIGA FLEET DEALS

PURSANG!

Last we saw of reborn Spanish company Pursang was in 2018 as Jim Palau-Ribes and his team unveiled an electric concept bike at EICMA. A few short circuits and a global pandemic later, Pursang’s first production model — the E-Track — is on the market. However instead of its namesake 2-stroke race bike, the new Pursang is target at Europe’s burgeoning learner-legal ‘A1’ license class with power restricted to 11 kW from a Bosch motor in tandem with three 2.4 kW, 48V lithium-ion batteries. Don’t mistake that for a lack of performance though, the Pursang has total torque off the line and a top speed of 68 mph. Range is right around 87 miles when the bike’s energy-saving ‘Go’ mode is engaged. “This original motorcycle stopped being produced in 1984, but Pursang is my dream,” says Palau-Ribes, who left good gigs at Mazda, PSA, Lamborghini and GasGasTorrot to pursue Pursang Motorcycles. “Today, our goal is to revive this motorcycle by modernizing it in accordance with the latest technologies and with an electric motor… a legend has come back to life.” With an eye on the future and the coming emphasis on sustainable mobility, proves the future doesn’t have to be soulless or boring. “It’s an electric motorcycle that adds a touch of fun to daily commutes while helping reduce pollution, stemming from both emissions and noise, in cities,” he concludes. We will see the rest of the Pursang updates at EICMA next month. If you can’t wait for the reactions from Milan, click here: https://www.pursangmotorcycles.com/e-track/

This is not a case of snowing the customers… Taiga Motors Corporation has expanded its electric vehicle sales, reaching 110 fleet pre-orders worldwide between its Orca watercraft and snowmobiles. “As we execute on our multi-channel growth strategy, we have been laser-focused on our fleet program, as it enables multiple unit sales across numerous verticals, including hospitality and government, among others – each having the potential to grow year-over-year with recurring orders for the Company,” explains Sam Bruneau, CEO and cofounder of Taiga. This milestone achievement marks a nearly 100% increase in fleet orders over the past few months and underscores a growing demand for fleet electrification from Taiga’s highperformance and sustainable products. “This recent milestone is a testament to the extensive demand for off-road fleet electrification and takes us one step closer in our mission to electrify powersports at scale,” adds Bruneau. Taiga’s fleet capabilities provide a sustainable solution for customers whose vehicles are crucial to their business. Commercial operators benefit from Taiga’s advanced software, remote connectivity, and reduced ownership costs in addition to reducing their carbon footprint. Pre-orders have been placed by customers across Canada, the United States and Europe, representing a growing global demand for fleet electrification. Orca fleet customers include the Riviera Boat Club in Cannes, France, which will be adding the Orca to its available rentals, and SD Adventures in San Diego, California, a tour operator working with various resorts in the area. Snowmobile customers have come from ski resorts seeking to electrify their existing fleets as part of their commitment to sustainable business. Taiga management estimates that the replacement of 50 snowmobiles at a ski resort would have the equivalent air quality impact of the removal of 2,000 cars from circulation for one year, provided batteries are charged using renewable or other decarbonized sources of energy. Notable snowmobile fleet customers include Winter Park Resort, Colorado’s longest continually operated ski resort; Taos Ski Valley in New Mexico, the only Certified B Corp ski resort in North America; and More Activities in Sälen, Sweden, which provides a variety of recreational outdoor activities across Sweden. This milestone comes on the heels of Taiga’s recent ‘Ride the Current’ tour, showcasing the Company’s dualfocused approach to success with both consumer and business to business (B2B) customers.

WORLD’S FASTEST eOUTBOARD?

‘‘We have the technology to significantly reduce our footprint without compromising on the experience,” claims Alexandre Mongeon, CEO Vision Marine Technologies. The Canadian company’s disruptive Bruce22 electric boat powered by its 180 hp fully electric E-Motion outboard set a new category speed record at the Lake of the Ozarks Shootout, the largest unsanctioned boat race in the US, August 28-29, 2021. “We believe that our fully electric technology provided a clear glimpse into the very near future,” said Xavier Montagne, CTO of Vision Marine Technologies. “We envision electric boats and outboard motors quickly becoming mainstream within the consumer markets, and the Lake of the Ozarks Shootout presented an exciting opportunity for Vision Marine to debut its E-Motion outboard motor.” Despite unusually warm temperatures, Vision Marine was able to achieve a speed of 49 mph, shattering its own record of 31 mph set in 2019, as the world’s fastest production electric boat. The Bruce 22 achieved this milestone with Vision Marine co-founder and COO Patrick Bobby at the helm. Now Vision has teamed up with Hellkats Powerboats in an effort to push the all-out electric boat world speed record up over 100 mph. Back in May, Vision Marine Technologies opened reservations for its all-electric E-Motion 180E outboard, offering boaters the opportunity to equip their vessels with a cleaner, quieter breed of propulsion. The E-Motion 180E is meant to be swapped out with a gas outboard of the same output, and Vision suspects most such boats will range between 18 and 26 ft. The average E-Motion 180E buyer probably won’t be out for world records but will benefit from the lower emissions/odor-free cruising, near-silent operation and greatly decreased maintenance and fuel costs. Range will ultimately depend heavily upon the design of the boat itself, but rough estimates indicate the 180E could power a compatible boat up to 70 miles, cruising at 20 mph. Vision’s battery takes a full overnight to charge from a 220-V outlet. Here the 180E undergoes its sea trials: https://www.youtube.com/watch?v=K4nD3YNZcCo

WATTS NIU, PUSSYCAT

Genuine Scooters, billed as the #1 scooter company in North America, is looking to electrify the market, literally. The Chicago-based operation is now bringing in the NIU EV range. Although it may be pronounced “new” NIU was actually founded back in 2014 and has emerged as the world’s leading provider of “smart urban mobility solutions.” According to the experts at Genuine, NIU created the market category for smart two wheeled EVs and has maintained a global charge. In fact, NIU has sold more than 1 million smart electric two wheel vehicles worldwide. NIU’s mission is to redefine urban mobility and make life better. What’s not to like about that? Highlights of being a NIU Dealer: • Brought to you by the #1 motor scooter company in North America, Genuine Scooters. • Marketing program with major influencers and targeted digital media. • Protected dealer territories. • Dealer support with online training. Are you ready to join the NIU EV Revolution? Click here: http://www.genuinescooters.com/niudealer.html

OCTOBER 2021

TORROT OEM eUPDATE

Charging Back Into US EV Space

ven though Torrot was founded 73 years ago, the Spanish Electric Mobility company finally found its way to the United States a few years ago in 2017. Only to start out right as the industry was experiencing a paradigm shift to EV alternatives. Back then Torrot was under the umbrella of Black Toro Capital (BTC), an investment company that was involved in many different sectors throughout Spain. While overall financial troubles halted BTC’s progress, the unique and forward-thinking concepts of Torrot persevered. Now with much healthier financial backing, Torrot is poised to charge up the youth market, thanks to the team at House Hannover who have taken over management of the fund. Torrot is back in the USA and stronger than ever, claims the new management team. Dealernews sat down with the new CEO of Torrot, John Dixon, to learn more: Can you please tell us a little more about your background? John Dixon: Since 1993, I have either owned or managed businesses. All have been manufacturing or distribution orientated. Some of that experience was in both the automotive and EV space, which is especially helpful at Torrot. I took on Torrot in January of 2021. How is the “relaunch” of Torrot electric kids’ motorcycles going? JD: The “relaunch” has exceeded expectations. We were confident that we had the best quality bike available. Truly best in class — a world leader. But the feedback from distributors, dealers and most importantly, customers around the globe, has been phenomenal.

What is the current state of production at the Torrot facility, and how are you handling the lingering effects of the COVID-19 Pandemic? JD: We have significant production of the Kids range right now and we’ll continue running that until the end of October. This was planned to get stock out into the market for Christmas 2021. We then plan raising output month-to-month over the coming year to reflect the increase in sales we are seeing. COVID has presented us with challenges; we have had to switch suppliers and work extra hard to secure inventory. Why should parents consider a Torrot Kids’ motorcycle? Or any electric kids’ motorcycle, for that matter? JD: The Torrot Kids range is the best bike available for children in the 3-11 years range. It is a premium quality product, but as a parent, “peace of mind” is of equal importance. Our App gives the parent the ability to turn the bike on and off, limit speed and power, etc. Knowing that you have that safeguard at your fingertips is tremendously comforting. Are there any plans for new models/sizes in the Kids sector in the near future? Is there an R&D team at work at the Torrot Facility? JD: Great question, and the answer is yes! We are currently developing two future models: Kids THREE (11-14 years) and Kids FOUR (14-17 years). We aim to allow a child to have access to an entire Torrot range throughout their growth and development. Can you explain the relationship between Torrot Electric Europa and Central Powersports Distribution in the US? What are your plans for the US Market, and how will you work with CPD to achieve these goals? JD: We know the US is the leading off-road market. CPD has great experience in this space, including an existing established dealership network and after-sales capabilities. Mark Berg shares our vision here at Torrot to grow the brand to be the “go-to” product, the #1 Brand. We are confident we have the right partner in the US. For more dealer information, contact Mark Berg at mberg@cpd-usa.com SOCIAL MEDIA: Torrot Facebook: https://www.facebook.com/TorrotUSA Torrot Spain Facebook: https://www.facebook.com/torrotelectric CPD Facebook: https://www.facebook.com/CentralPowersportsDistribution CPD Website: www.cpd.direct

TORROT TURNAROUND

ack in the July issue we broke the news that Torrot Electric Europa had reached an agreement with Central Powersports Distribution to distribute and represent Torrot eKids Electric Minicycles and Muvi Electric Scooters in the USA. “Torrot is a long-established manufacturer of 2-wheel solutions with more than 60 years history in the business,” noted new CEO John Dixon at that time. “CPD is exactly the highquality local representative that Torrot aims to work with. We see a great future for business growth in the US and believe CPD

is the right partner to help us achieve success in the American market.” “It is great to see Torrot Spain concentrating on kids’ electric motorcycles again to get more new riders on two wheels,” says Central Powersports Distribution (CPD) founder Mark Berg. “Electric for kids has so many advantages, it’s the ultimate first choice!” This isn’t Berg’s first experience with the brand — CPD is the same professional sales and support team that originally worked with Torrot Spain, distributing, and managed the GasGas and Torrot brands for the US market in 2017-2019. “We are very excited about this partnership to bring these high-quality Electric Motorcycles back to the US Dealer network,” he adds. “We have all seen an extensive growth in popularity over the past couple of years for Electric Kids’ Motorcycles. Our previous experience with Torrot will be very beneficial, with the team, knowledge and history already in place here in the USA.” The roll-out of this new partnership is just the start for Torrot both in Europe and the USA, with some major initiatives and projects in development for future growth. “Even more excited that they trusted our company Central Powersports Distribution to be the Torrot distributor and aftersales support for the U.S.” concludes Berg. “First load bikes are on the way across the ocean now.” For all the electrifying dealer details, click http://www.torrot-usa.com/

YOUR INDUSTRY’S TRADESHOW IS BACK!

NEW PRODUCTS NETWORKING EDUCATION INDUSTRY PARTY SHOW SPECIALS DEALER MEETINGS

MORE INFO AT WWW.AIMEXPOUSA.COM

SHOWTIME

IT’S A DATE

IMS Finale Finally Set Page 52

MOTO MAYHEM

AIMExpo Races Into Las Vegas Page 53

PALA II SETS PRECEDENT SoCal Scorcher! Page 74

SPEAKING OF IMS…

IMS TO STAY OUTDOORS Positive Response To First Half

With tens of thousands of motorcycle fans coming through the turnstiles and more than 14,000 demo rides delivered, the International Motorcycle Shows’ pivot to an OUTDOORS format has proven successful through the first three rounds of the reimagined event series. On- and off-road demo programs, shopping in The Marketplace and The Range, expanded Learn To Ride experiences, music from local artists, and reconnecting with fellow enthusiasts have all resonated with the crowds. “Transitioning to an experience-forward event series has been very well-received by both our attendee and exhibitor community, a model everyone is excited to continue,” said Tracy Harris, Senior Vice President of Progressive IMS Outdoors. “This new and improved layout mirrors the Powersports lifestyle by providing a fun environment for enthusiasts to reconnect after so many months apart and demo product of interest, from on and off-road, fourwheels, to the latest e-bikes on the market.” Harris continued: “We do not have plans to return to the indoor event series. Our mission is to support the industry’s growth, connect enthusiasts with the brands they love, and provide an experience that is so much more than simply looking at new models—and the summer months allow for this level of engagement. With so many smiling faces in Northern California, Chicago, Pennsylvania, Texas, Nashville and Florida, we could not be more excited to share that Progressive IMS Outdoors is here to stay.” Dealers remain in the mix with discounted ticket offers. “Our Drive2Dealer program is designed to provide information about the local show while driving consumer traffic to participating dealers,” explains Leah Boles. “If you’re a powersports retailer with a brick & mortar location in one of the markets that we will be touring during the IMS Outdoors Tour, then you’re invited to take part in this great program. As a participating dealer you will be provided with FREE promotional items to display in your dealership informing people that IMS is coming to town and offering discounts on tickets to the show.” See the locator here: https://motorcycleshows.com/dealers/participatingdealers

The Southern California finale for the 2021 IMS OUTDOORS tour has finally secured a date and a venue. The venerable Costa Mesa Fairgrounds will play host to IMS the weekend before Thanksgiving. If this venue looks familiar, it should, the Sand Sports Super Show has been here for the past 22 years. The greater space of the OC Events Center means more room to ride! IMS’ transition to an experiential event series offers expanded opportunities to welcome more riders into the world of motorcycling through: • Greater opportunity for eager new and interested riders to hone their ability to ride via Discover The Ride and the MIC’s Ride With Us program delivering hundreds of new riders. • An expanded electric footprint with Serial 1 powered by Harley-Davidson and Yamaha Power- Assist electric bicycles available tour-wide, and in select markets, Giant and Momentum e-bike courses for all riders and a course designed specifically for women produced by Liv. • A more inclusive Kids Zone presented by Strider that teaches kids as young as two learning the life-long skill of riding a bike. After lingering COVID restrictions caused the cancellation of the New York round and facing similar problems with the previous location, there were some concerns by vendors and the OEMs. However all is well that ends well. The SoCal show is set: IMS OUTDOORS Southern California OC Fair & Event Center Costa Mesa, CA November 19-21, 2021 https://motorcycleshows.com/southern-california

TOP 5 REASONS TO REGISTER FOR AIMEXPO

AIMExpo 2022 is set to be an event unlike any we’ve seen before. After a two-year hiatus, the powersports Industry’s only trade event is attracting plenty of attention. In fact, AIMExpo Director Cinnamon Kernes says there are more Dealer preregistrations now than any time in show history! Still need more convincing? Here’s 5 reasons why you need to attend: 1) Education that will get you thinking about tomorrow, not just today 2) Top Brands – the newest and best products and services our industry has to offer on display in one place, aligned with the order writing season of the year 3) Timing – it’s been nearly 2 years - the first powersports trade event is seeing record-high dealer registrations 4) Networking - peer-to-peer collaboration, industry flat-track racing and opportunities to connect with our industry’s most progressive thought leaders 5) World Class Destination – Las Vegas, need we say more?

“We are excited to see our dealers and our vendors together in one place,” adds Marc McAllister, president and CEO, Tucker Powersports. “As important as time on the show floor and education sessions are, we know the opportunity to network after-hours is where some of the most important and meaningful connections are made. We are happy to partner with AIMExpo to elevate our industry’s big night and celebrate the people that make this industry great.” The party continues in the Moto Mayhem pits just outside the convention center with flat track racing starting at 6:30 PM. The Pro Invitational line-up will start with top American Flat Track racers going head-to-head on an arena-style paved flat track oval. The racing will continue with Royal Enfield’s top riders from their BTR program, women from both the American Flat Track and MotoAmerica’s 2021 season, and six of the best riders from Flat Track Futures. The night will conclude with the favorite “industry class” featuring industry leaders and celebrities going head-to-head on e-bikes.

Click here to register: https://www.xpressreg.net/ register/AIME0122/landing.asp?sc=DN

AIMEXPO INDUSTRY PARTY POWERED BY TUCKER AIMExpo is ramping up its traditional industry party. At the close of the first day of AIMExpo 2022, two great events will be brought together for a single night filled with reunited moto friends and family, newly forged friendships and some not-to-be-missed, (mostly) friendly competitive racing. “Just in case you needed one more reason to attend, the AIMExpo Industry Party Powered by Tucker will be our best yet,” said Cinnamon Kernes, MIC’s VP of market expansion. “After a day of learning, walking the nearly 300,000 square-foot show floor, and catching up with old and new friends, this is a great opportunity for everyone in our industry to gather after what’s been entirely too long and spend meaningful time together.” Following the Opening Session, all attendees are invited to the AIMExpo Industry Party and Moto Mayhem flat track racing at the Las Vegas Convention Center. Starting at 5 PM, AIMExpo participants can hang out with colleagues and industry leaders for true peer-to-peer networking with live music, free food and drinks.

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Electrify Expo offers a tipping point moment for people curious about how these products perform. This is North America’s largest demo-day for electric vehicles,” claims Birtwell. Future rounds will be in Miami and Austin for this first year and look for Electrify Expo to expand exponentially in 2022. From Aventura and CSC to Super73 and Zugo there was a wide array of electric motorcycles and scooters on display and available to demo… Just don’t ask about a certain creative director blitzing the North 40 going north of 40 mph on a Sierra Electric Motorcycles supermoto machine! Joining established brands like LiveWire, EZ-GO and Super73 were some emerging players in the space. In alphabetical order some of the stand outs of the show from a motorcycle dealer perspective included:

ELECTRIFY EXPO

It’s Not A Party Unless Everyone Is Invited!

utts on seats is the proven formula for selling motorcycles, but how about entire market sectors? Electrify Expo is a new event designed to welcome ICE fans to the EV realm. Come for the demo rides, stay for the party! Everything from industry speakers to food trucks and an evening concert — there was even a kid’s zone to keep “ the little ones entertained — and did we mention demo rides? “Electrify Expo brings together the world’s leading e-mobility brands for consumers to experience interactive displays, test drives and product debuts, in a fun family atmosphere,” explains Electrify Expo founder BJ Birtwell. “Experiencing e-mobility products in an environment like this is a game changer.” Dealernews joined nearly 20,000 spectators to experience the latest electric motorcycles, e-bikes, scooters, skateboards, hoverboards and cars from the top players in the electric mobility market. With more than 500,000 square feet of exhibit and festival space, the Great Park of Orange in Irvine, CA was the perfect venue to prove the Electrify Expo concept. And with about 4,000 consumers showing up before the gates even opened on Saturday morning, seems like the show is a go!

AVENTURA-X From Barcelona, but with U.S. arms in Miami and Los Angeles, Aventura is the cosmopolitan answer to a classic scooter updated to the EV era, complete with styling straight from Roman Holiday but with 60V20AH Lithiumion removable battery packs. “Aventura-X will accelerate the future of sustainability, enriching lives around the world with the safest and most eco-friendly means of transportation on the market. Through our commitment to quality, constant innovation, and respect for the planet, we aim to exceed expectations and be rewarded with a smile. Individual accountability for our own performance and for the quality of our products will demonstrate to our customers we are caring, reliable and dependable.” Click here: https://aventura-x.com/

PHAT SCOOTERS Think “Beach Mode” rather than beast mode… Golf mode and bike mode, Phat Scooters are deliberately designed to match a different pace. “Phat Scooter’s drive modes keep you within the legal limits for the boardwalk, course and the bike lane. Experience ultimate freedom with a more powerful, customizable and easy-to-ride scooter. Why settle for the mundane when you can RIDE PHAT!” See what it is all about here: https://phatscooters.com/

SIERRA MOTORCYCLES “Designed in Germany, we distribute these Kollter Bikes here in the USA,” says John Calicchio. “It all began with a simple idea: How could we build an all-terrain motorcycle that gets us where we want to go, while responsibly limiting our ecological impact? Our criteria for the best machine built with these two things in mind meant cracking open the blueprints and redesigning age-old limitations on gasguzzling engines. We wanted something updated, modern and durable. We’re pretty excited about our new product line – We think you’ll like them as well.” https://sierraelectricmotorcycles.com/

ZUGO BIKES In order to “Save The Planet Two Wheels At A Time” ZuGo Bike is also committing to 10 trees planted for every bike sold. Sporting a nostalgic Schwinn color palette with an old lawn mower engine powered minibike vibe, the ZuGo Rhino Fat bike is set to retail for $2,299. Motivation comes from a 750W geared hub motor that delivers up to 90 miles of range per charge (with 21Ah removable battery). Upspec hydraulic brakes and a Shimano Altus 7 Speed Trigger Shifter Drivetrain are some of the other goodies. See more at: https://zugobike.com/products/rhino

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OCTOBER 2021

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More shocking details at: www.electrifyexpo.com

MOSH PIT!

Serial 1 Debuts MOSH Tribute Bike Serial 1 opted to unveil their latest Harley-Davidson inspired e-bike on the Electrify Expo stage. Brand Manager Aaron Frank says unlike its inspiration that was fabricated from pure unobtainium, the S1 MOSH/TRIBUTE is the real deal… down to every detail. Detail changes made where needed to keep the price tag in below the targeted $5999 price point. Even so, the cable management, lacquer-like finish, and touchpoints – especially the Brooks saddle and leather grips – are perfect.

“I think we bought every one of these Brooks saddles in the world,” quipped Frank, who was responsible for the original concept and driving the MOSH/TRIBUTE into limited production. “We bought everything Brooks England in the UK, and eventually ended up calling individual dealers in the US trying to buy up individual seats, too.” It was worth it, according to Frank. “When Serial 1 launched in October 2020, the first eBike shown to the public was a stunning prototype drawn from the vintage motorcycle that inspired the creation of the Serial 1 eBike brand. We are thrilled now to offer a limited-edition that so faithfully captures the iconic look and feel of that first prototype, and to use this moment as a springboard to launch our S1 Series that will see even more exclusive and highly-desirable Serial 1 eBike models in the future.” Behind the special paint and components, the S1 MOSH/ TRIBUTE maintains all the features and functionality of the standard MOSH/CTY model, including the maintenance-free Gates Carbon Drive belt, powerful Brose mid-mount motor, smooth TRP hydraulic disc brakes, internally routed cables and wires, and integrated lighting. Production will be limited to just 650 units total — 325 available in the United States and 325 available in Europe. Delivery is anticipated for late Q4 of this year. Oct 2020 Bike Announcement: https://www.youtube.com/watch?v=4BG93Gc8ba0 Sept 2021 Unveil at Electrify Expo: https://www.youtube.com/watch?v=ph2yNVIA18c

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Trusting Relationships As my mentor taught me, a trusting relationship is when the other person has the honest to goodness belief that you have their best interests at heart. This is fundamental to every successful sales exchange and long-term customer relationship. You have to think the fourth sale, first. Your Expertise One fundamental tenet of persuasion is the principle of authority. We defer to experts. If an expert gives us advice, we more than likely will take them up on it. Why? They’re the expert! In sales you need to demonstrate your expertise in all three major sales objectives. Establish Rapport The definition of rapport is a friendly, harmonious relationship that makes communication easy. We all have people in our lives that when we see a text come through or we see their name on our caller ID, we smile and immediately grab our phone to talk. We all have people in our lives that when we see them reaching out, we grimace and let it go to voicemail. Years ago, there was a Harley dealer in South Carolina whose voice mail recording said, “If you’re hearing this message, YOU’RE the reason I screen my calls.” True story! So how might you be like the former and not the latter?

DON’T BE A JACKA$$ The Art Customer Engagement By Mark Rodgers

know what you’re thinking. “But Mark, we’re selling everything we can get our hands on, we don’t need to reach out to customers, we need bikes.” Of course you do, and guess what, the more conversations you have with more people, the more bikes you can find! Good things happen when you interact with prospective buyers and existing customers. No business is improved by salespeople standing around jawing with one another. It’s customer engagement that matters. So, whether you’re following up with prospective buyers who have entered your digital lead funnel, or whether you’re reaching out to your existing customer base you have to do it well. When your customer engagement is ill timed or completely self-serving, this is when you became the stereotypical used car – er, pre-owned – salesperson. Regardless of how you follow up, e.g., text or Facetime, your customer engagement really needs to accomplish three objectives: 1) Establish or deepen a trusting relationship. 2) Continue to prove your expertise. 3) Establish or continue to build rapport.

The tried-and-true FORM model is a great way of guiding conversations and testing whether you are on your way to establishing rapport. If you know something about your buyer’s family, their occupation, what they do for fun, and why their interested in motorcycling, it can go far in establishing rapport. Establishing a trusting relationship, demonstrating your expertise, deepening your rapport, these are the objectives of follow up. These objectives can only be forged through conversation. Now, those conversations can happen any way technology allows, but they have to be conversations. You can’t do that by unloading incessant “Are-you-ready-to-buy-today?” text messages.

If everyone is turning left, why don’t you turn right?

The numbers aren’t pretty. Depending on your source, researchers state that you need to follow up with a prospective buyer between seven and nine times before they decide to buy. Even more disheartening is the fact that 43% of salespeople give up after the first contact. The real reason I think most salespeople don’t follow up with prospects is not because they don’t know it’s important – they do – it’s because they don’t want to sound like a Jack… And let’s face it, you can. The first idea you want to wrap your head around is that you want to have as many meaningful conversations with customers, or prospective customers, as possible in a day. You should think of yourself as the ultimate influencer getting the word out to as many people as possible about all the great things happening at your dealership.

The Ins & Outs My basic premise is that to initiate a conversation with someone you are either disseminating information out or you’re looking to take information in it’s as simple as that. Let’s start with information out. At your dealership you might have a new: Person on board. Motorcycle just been delivered. Destination has been discovered. Piece of riding gear has arrived. Performance part has been released. Chrome set designed. Touring accessories in stock. Antique bike was added to the collection. Product promotion. Finance promotion. Price promotion. Event. Consumer friendly policy change. Approach or information. All of these are reasons to reach out. I’m going to contact as many people as possible in my book, or that the manager will give me access to, regarding these items. Now some are obvious (at least to me). Let’s say I created a new virtual business card — we created this idea for our Motorcycle Sales Bootcamps and shared it in an Accselleration® issue: Would You Like My vCard? (Shameless plug notwithstanding, it is worth looking up). Now I’m going to use this “new approach” to call, email, text, FB message, Snapchat, Facetime, or any other method available to me, as many customers as possible to say, “I’m reaching out to let you know I’ve created a click-to-contact business card, so whenever you need my help, I’m just a click away. Let’s say we hired a new person in MotorClothes. I’m going to reach out to as many of my customers as possible to let them know about this person, tell them a bit about them, and encourage them to come in to say “hey.” Or imagine your dealership has acquired a 1941 Flathead for the collection, I mean who wouldn’t want to come and spend half an hour checking out that piece of motorcycling history? You can see where I’m headed with this. Now armed with this reason to talk, you discover what’s going on in their lives, and what’s happening in their circle of friends. This is how you discover opportunities. By getting out of the walls of your dealership (both physically and virtually) and interacting with others.

Accselleration® is created when you put yourself in front of as many buyers and prospective buyers as possible every day. Now, let’s talk about information in part of the equation. Information In! It is important to engage customers in interesting ways. Ours is a relationship business, and many salespeople don’t interact with their customers as they should. I presented ideas for initiating conversations with the concept of sending information out. This is used when your dealership has news to share, such as a new product, a new promotion or new hire. Now how about information in? Consider calling your customers get their impression on: New models. New paint schemes. New accessories or riding gear. Latest promotion. Last dealership event. Relevant news item. Riding destination. Local restaurant. Local tavern. Proposed dealership event. Dealership policy or procedure change. Using these as starting points you could now reach out to your customers and ask about how they enjoyed the latest dealership event. Which is meaningful feedback for your store. If you call and they say, “Oh, I didn’t make it.” (There were a lot of people there, you can’t know everyone who came and went) You can politely say, “May I ask why not?” and you might discover something interesting you can consider tweaking for the next event. When salespeople ask me: “Why am I making calls for marketing?!” I say, “You’re not.” What you’re trying to do is find as many ways as possible to put yourself in front of as many buyers, and prospective buyers, as possible. Every day. Now, the fact that some of your calls may result in meaningful feedback for others, well, that just makes you a more valuable contributor to the dealership. That makes your employment stock rise. And who doesn’t want that in this market? These ideas cost nothing. Go great guns to forge trusting relationships! But here’s the catch. There’s no such thing as a free lunch. They require effort. They require using your CRM. They require tenacity. There are two ways to continuously generate business, spend money or expend effort. Which do you want to do?

Be sure to tune into: SALES SUCCESS IN 60 SECONDS OR LESS as sales expert and award-winning Dealernews columnist Mark Rodgers shares how to accsellerate® your sales. Watch Mark explain the guiding principle of how to succeed in the motorcycle business even in these stormy times. (FYI, Mark only counts the content after the whizbang video open in his time limit, so start your stopwatches then!) Mark Rodgers is an award-winning speaker, best-selling author, and soughtafter consultant, who has spent 33 years working in the Harley-Davidson industry. Check out his 60-second sales tips twice a week at Dealernews social media channels or contact him via e-mail: Mark@RodgersPC.com OCTOBER 2021 59 Copyright ©2021 by Mark Rodgers. All Rights Reserved.

Personnel Files By Alex Baylon

THE GOOD, THE BAD AND THE UGLY Who Flinches First During Employee Reviews?

have been in this amazing industry for 30 years, and while I may not have any dealership experience under my belt I am willing to bet I have been in more shops than most Dealers. I have worked for my fair share of companies of all sizes and all focused on Dealers. One thing I have always wondered about on both sides of the equation is if annual employee performance reviews make sense…what is the point of an employee review? Are they effective? So let’s start where the concept came from. Performance reviews are actually leftovers from the Industrial Revolution. They come from a time, when employment was mainly coming from factories where employees would stand in front of a conveyor belt all day polishing widgets — you can easily count the widgets as they came down the line and see which employees are hitting their goals… and which folks are missing the mark. Today’s employees and job duties are more complex and nuanced than they used to be. Most of our jobs can’t be boiled down to the number of widgets polished per hour or per quarter. Nor can efficiency be calculated by hours spent mindlessly polishing widgets. In today’s world, we can have a break-through idea by participating in a Dealer 20 Group meeting, in the pits at a Supercross race or networking with industry people at a trade show. You could even close a big deal on the golf course, um, working from home during the pandemic. Business has changed since the turn of the Century — Hell, they have changed radically in the past 24 months! The old methods of performance review should probably be updated as well. In my opinion, making employees

fill out an evaluation form and sit down to talk about it every year is a huge waste of time and energy. Plus, most employees hate performance reviews. If the relationship between the manager and the employee is healthy, and they are communicating on a regular basis (like every morning or at the end of each shift) we really don’t need to wait for an annual review to address problems or concerns. At the end of the year, managers should immediately know where their employees stand. If the reason for the review is to analyze the employee’s pay, a good manager should be aware if the employee is deserving of a pay increase and should not have to be sold on the idea. Evaluation Vs. Review Now let’s talk about evaluating employees which I believe is different from a traditional performance review. When it comes to “evaluating” employees, there are 3 primary areas to evaluate: Attitude, Effort and Performance. Let’s break those down. Tip #1: Evaluate employees based on attitude. Attitude is crucial because it’s the essence of your company culture. You want to have positive-minded people in your operation to overcome problems and obstacles. It’s important that everybody has a positive attitude. If you identify an employee with a weak attitude, and even if their effort level and their performance levels are high, here is what’s going to happen. Those employees are going to pull down your culture. Negative attitudes are as contagious as COVID 19 and can spread just as quickly. Even if those employees are benefiting the company with high performance and effort, the net remains a negative. When you identify somebody with a negative attitude, confront them immediately — not during an annual review! Be clear and honest about it and basically ask them to change it. Try to dig into the root of the problem because if somebody has a poor attitude, you’re going to want to see immediate correction or it’s only going to get worse. Tip #2: Effort isn’t everything, but it is critically important. You want to analyze an employee based on effort. How is somebody’s effort level in comparison to those around him or her? Do they seem focused and stay dedicated to their task all day? Did they arrive on time? Do they leave on time? Do they show up to meetings on time? Is the effort level there? If you have somebody with a weak effort, that can be almost as problematic as a negative attitude. Tip #3: Analyze the employee’s performance. Are they generating results? Are they getting the job done to the highest level of satisfaction? If they are, great! If not, here is what you’re going to want to look out for. If they have a strong performance but their attitude or effort is weak it’s going to be a net loss for the company. Even though they may be driving results personally, the negative attitude

and the lack of effort is going to pull down those around them. The net is going to be a loss for the company in terms of the diminishing returns on the culture. Ideally you want to have somebody who focuses on performing well, but also carries an acceptable attitude and effort level. If you decide to go with the evaluation route rather than an annual review, really assess their attitude, their effort and their performance. I know I’m stating the obvious, but if their performance is very good and their attitude and effort is pretty good this is a really strong employee. This is somebody that you want to keep for a long time. If you have somebody that has a really strong attitude and effort, but poor performance you’re going to want to work with this individual because they have potential for greatness. They have potential to be great for your culture… and your bottom line. You’re going to want to really invest the time needed to get performance where it needs to be because their attitude and effort is there. The good news is that with a proper attitude and effort, the performance piece will come so keep coaching them up and consider some options.

Oftentimes with performance, if you’re not seeing the results after investing the coaching and it’s just not happening, they may be a better fit in a different position. Ultimately you want to keep people with a strong attitude and effort in your organization. These types of employees are a great piece of your culture and they can be successful if they’re put in the correct position, so think about that. Lastly, if you have somebody with great performance but their attitude or effort is weak you want to try and fix that as soon as possible. Even though they’re performing well, you want to look them in the eye and shoot straight with them to improve their attitude and effort. When you have a new employee, talk to them about these 3 metrics — do NOT wait for their first annual review! Whether you decide to do reviews or not, remember to keep an eye on your employees attitude, effort and of course, performance. Always keep the communication lines open and be involved with your employees. It’s critical to praise when necessary, coach when necessary and increase their wages when applicable.

MIJ Industry #PROfiles

Dealernews is honored to work with Motorcycle Industry Jobs to recognize the people who make up this great industry. “When you start reading the Industry #PROfles, you will notice that 80-90% of them get their start at a motorcycle dealership,” says MIJ founder Alex Baylon. “The dealers are on the front lines and have always been the heart and soul of the industry. Without motorcycle dealerships, most of us wouldn’t be where we are today, so part of our message is always going to be ‘support your local motorcycle shop.’” In addition to recognizing industry pros, Dealernews is also working with MIJ to create a job ticker tape of the latest positions opening in the industry at the Dealernews.com site. Check it out at: www.dealernews.com/Industry-Jobs “Tell us your story,” adds Baylon. “We would love to feature you! Click here to fill out the questionnaire: www.motorcycleindustryjobs.com/industry-profiles/

MotorcycleIndustryJobs.com founder Alex Baylon has been hiring and firing people in the powersports industry for 25 years. Currently with a major distributor, he has also been with Dragon Alliance, Ceet Racing, MX GP Services in Europe, Acerbis USA, Motonation/Sidi Boots and Scott USA. He started MIJ as he saw a need in the industry for people who are passionate about the motorcycle industry to have an employment outlet. The motorcycle industry like many others has always recycled employees from one company to another and it has always been done by word of mouth. MIJ allows companies in the industry to post their openings and give others in and out of the industry a chance to apply and insert new blood and fresh ideas in the many opportunities in the motorcycle industry.

OCTOBER 2021

RESPONSIBLE LAND USE Everyone Should Support Safety

The first Off-Road Safety Week combined the efforts of the ATV Safety Institute, the Recreational Off-Highway Vehicle Association, and the Motorcycle Safety Foundation. The inaugural event ran October 16-24 and reached out across the powersports industry to all types of trail-going riders and drivers of all ages and experience levels. “We should all be serious about safety while having fun with powersports vehicles,” said Jacqueline Peterson, vice president of communications for all three safety organizations. “The theme for 2021 was ‘Know Before You Go’ and our key safety messages dealt with supplies, gear and where we ride and drive. All of this was done in close collaboration with Tread Lightly!, the National Off-Highway Vehicle Conservation Council, and California State Parks to communicate with all motorized users of OHV trails. It’s an effort we’ll build on in the years to come, with a social media push and pursuit of non-endemic media coverage.” Stay tuned for follow-up information in the MIC RideReport, on the MIC website, and @FollowMIC.

GOVERNMENT RELATIONS Powersports Facing a Return of Tariffs The United States Trade Representative will consider reinstatement of selected, expired China tariffs that threaten smalldisplacement motorcycle engines, electric motorcycles, helmets, apparel, accessories, insulated electric conductors, parts for internal combustion engines, and starter motors, among other products. In a recent speech, USTR Ambassador Katherine Tai said that imports previously excluded from tariffs will be re-evaluated for possible reinstatement on a caseby-case basis. The MIC Government Relations Office will submit comments urging that powersports products remain off the list of products facing tariffs. The GRO has repeatedly advocated for elimination of China tariffs for motorcycles, parts, and accessories, advocated with federal agencies, submitted written letters of support for exclusion requests submitted by MIC members, and testified before the USTR. What To Do If Your Company Faces Tariffs Again

OUR INDUSTRY’S MARKET EXPANSION INITIATIVE. JOIN THE MOVEMENT. HELLO@RIDEWITHUS.COM

ON THE MOVE

Quiet Warrior Racing Relocates To Redding Area To Enhance Recreation Management Opportunities By Donald Amador

uiet Warrior Racing (QWR) is proud to announce the organization has relocated its recreation and wildfire recovery operations to Cottonwood, CA (near Redding). The move puts QWR in the recreation and wildfire management center of Northern California. Proximity should facilitate achieving QWR’s mission: Quiet Warrior Racing promotes a responsible trail and road ethic for both non-street legal and street legal motorized vehicles by offering quality recreation-oriented consulting services to its clients for the benefit of their customers, stakeholders and the public good. “QWR believes this move will enhance our ability to increase access for sustainable OHV recreation on public and private lands for casual trail use, permitted competition events, SxS driver training and adventure touring,” explains Don Amador, President and Founder of Quiet Warrior Racing/Consulting. “Too often it can become a case of out of sight out of mind, particularly in the COVID era. We need to be front and center, literally as well as figuratively.” Close to home: “QWR is excited about its move up to Cottonwood so our operations will be located much closer to key recreation and forest management activities,” Amador adds. “Our post-COVID reality has shown an increased demand for all types of recreation, particularly the OHV sector.” To this end, QWR will also continue to work with land agency partners, state agencies, county resource conservation districts, fire services, powersports industry organizations

and forest health collaboratives to restore and recover recreation facilities and other critical resources damaged by wildfire. The scope of QWR services includes assistance through both on-site and off-site analysis related to ongoing management of OHV trails and facilities. Other services range from certified Recreational OffHighway Vehicle Association DriverCoach, certified OHV sound testing, review/comments/appeals of NEPA documents, event support, product evaluation, grant writing, media outreach, project feasibility, political strategies, legislative and policy initiatives, and collaborative facilitation. “This move will allow QWR to have a greater impact on addressing those related management challenges in a positive manner,” concludes Amador. NEW ADDRESS Don Amador, President Quiet Warrior Racing 3306 West Ho Trail Cottonwood, CA 96022 Cell: 925.783.1834 Email: damador@quietwarriorracing.com *Until we secure high-speed internet services in this very rural part of the state, the best way to reach us is via email or text.

Don Amador (L) with BLM Recreation Manager, Sky Zaffarano (R), BLM Redding Field Office, Chappie-Shasta OHV Area

Don Amador has been in the trail advocacy and recreation management profession for almost 29 years. Don is President of Quiet Warrior Racing/Consulting. Don served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 1994-2000. He has won numerous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don currently serves as the government affairs lead for AMA District 36 in Northern California. He may be reached via email at: damador@quietwarriorracing.com

Please tread lightly and travel only on routes and in areas designated open for motor vehicle use. Remember, Respected Access is Open Access.

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

products can be shipped directly to our door, but vehicular and home services are another thing. Technology still can’t deliver a trained technician or plumber through an ethernet cable or via a UPS box. Somebody has to pick up a damned metal tool and knowledgeably use it. Customers are either faced with spending time fixing it themselves or spending time getting the product to and from someone who can.

Confessions Of A Customer® By Eric Anderson

SLICK!

Of Oil Changes & Artificial Intelligence

hen this “Confessions” column first made its debut 26 years ago, I irked off a lot of dealers by complaining about how it took an appointment to get the oil changed on my streetbike. Horrors! Consumer terrorism wasn’t my intention, but my first column really hit a nerve previously unaddressed in powersports. This was a time when Econo-Lube & Tune (Jiffy Lube later) hit American culture bypassing auto dealers completely with real-time service when you wanted it. It was “McDonald’s for maintenance” — and I loved it. No more re-scheduling, carpooling or hot oil trickling down my arm. Life six days a week was so crazy with business and family activities, I preferred to ride Sunday instead of working on my cars. I simply now expect the same service conveniences for my motorcycles as offered for my cars.

Admittedly, tire companies have been changing car and truck tires for years with and without appointments from customers — a business long ago lost by traditional franchised auto dealerships. Muffler and oil maintenance? Same thing. In the automotive world, one NEVER goes back to the original selling dealer unless you have a warranty issue. It’s too much hassle, right? The 4-Day, Big O, Discount, Midas, Chief Auto, Kwik-Change, Jiffy, O’Reilly, Kragen and plethora of local independent service shops are so much more convenient and affordable for auto parts and maintenance. Some auto quickie-lube shops now offer oil changes for Harleys when they found out how long it took to get an appointment and how much it cost from the local franchised H-D store. Are metric bikes far behind — just bring your own filter! See! “Someone else will make

it easier if you don’t do it first!”

Seemingly unrelated, I predict the concept of visiting a giant auto or powersports showroom will be even more drastically changed in our very near future. A.I. salespeople (avatars) can cover all a vehicle’s specifications and details with you while you sit at home in your Barcalounger. Part education. Part entertainment. Totally time and energy saving. Check out the auto industry’s DigitalDealer.com and learn how chatbots, texting and digital marketing can help you sell more in the future. Their conference was just in Las Vegas October 12-14: https://www.digitaldealer.com/about-the-show-2/ conference-overview/ Virtual dealers don’t get fabricated out of thin air. You will be managing your own virtual showroom someday as a preliminary shopping experience to a physical visit. An OEM’s vehicle configurator will also be attached to that website-enabled showroom encouraging customers to build the machine of their dreams and see what it costs… all without your staff lifting a finger.

“Customers of the 21st century simply don’t like to wait for a stoplight, coffee, a haircut, lunch or… their tires and oil.” They are on-the-run You will still need a real showroom (albeit smaller) and

and want it when they have the time — not when your business has time. Why do you think TV binge-watching and Amazon Internet shopping are thriving? They are an efficient use of time. Part of this new ass-backwards, consumer-centricity comes from the power given to the modern customer by his cyber-enabled tech devices. Internet purchased

a real service department which changes oil, does tuneups, new vehicle set-ups and repairs. Time spent on your property, however, will be much reduced because most of the customers’ questions will have already been answered on-line or on-phone in a convenient, fun, intelligent and game-i-fied way-better than scanning bullet point specs on a brochure, www.motorcycle.com or listening to your time-consuming talkative sales staff. The loan docs and F&I will all have been submitted before the physical visit or product pick-up phase.

All that will be left to do upon arrival is try it on for size… and possibly accessorize a bit more. My local Nissan dealer promises a 30 Minute new car sales process inside the dealership if you do the “paperwork” online. But do you see all the technology and prep work it will take you BEFORE the visit? “Instead of investing in

that new store remodel, you might consider a digital overhaul instead.“

What’s the connection between the virtual showroom of the future and your more convenient oil changes of today? To prevent what happened in the auto industry, you will need to more easily facilitate oil and tire changes to keep your customer base coming back to your store repeatedly. Remember, most modern customers cannot fix their motorcycle or UTV until a phone app is invented to do it for them — not gonna happen! If you don’t make it easy, customers will slowly drift off to the independent service centers leaving you and your new vehicle showroom playing Survivor. With sharply growing internet parts and accessory sales, you need to do whatever it takes to keep customers returning after they buy a new or used machine from you. Here are two ideas to consider: Frequent Buyer Card: One Chicago dealer offers new (pre-owned too?) unit buyers a 1 year optionally renewable VIP Parts, Accessories and Service card providing a 10% discount. The card also promises priority “while you wait” oil and tire changes. It’s working

to generate repeat visits and in-store business! It also makes customers feel part of your community. Make The Wait Fun: If your customers are choosing to wait for services, then make it fun and profitable. Provide a waiting room with couches, tv, magazines and wi-fi access, but locate the area directly next to the accessory shopping area. The old Las Vegas Motorcycle Tire Center had vending machines and a pool table… next to their 20,000 sq. ft. of accessory shopping. Tires were just the bait. If the manufacturers are focused on building autonomous cars and maybe motorcycles (good luck), one can imagine how they are planning to streamline and automate the sales process as well. So for now, build the “while you wait” or “text-driven appointment” oil and tire changing business and they will come… and at least they will stay a while longer. The electronic age and smarter independent competition is making it more challenging to build long term parts, accessory and service allegiances with customers, thus the need to build yourself up as tech guru and super supplier to your community by being more progressive and genuinely intelligent. An artificially intelligent avatar may replace (some) salespeople in the future, but it will never replace your humanoid mechanics, experienced parts/accessory people or digital marketing personnel in this lifetime.

OCTOBER 2021

and the ladies spent time looking at as well as purchasing the merchandise. I’m not suggesting that your dealership reach out solely to women riders — reach out to everyone, host special events and promote co-ed riding groups. Have your marketing person sign up for all the local riding group newsletters, have them join and contribute to online forums, and have them check Dealernews’ online Calendar https://www.dealernews.com/DN-Events for notice of large events in your area. Reach out to clubs and offer them coffee before their next group ride. It always engenders positive feelings and appreciation... and it always should turn into a retail opportunity.

By Alisa Clickenger

A CUP OF COFFEE…

his summer I had the pleasure of executing a crosscountry motorcycle event for women, the Suffragists Centennial Motorcycle Ride presented by HarleyDavidson. Women from all over the country joined us in Portland, Oregon, to ride with us to Arlington, Virginia. We picked up many more women riders as the event traveled through 14 different states, ultimately ending at the Women’s Motorcycle Festival & Conference. Along the way, several Harley-Davidson dealerships invited the group in for coffee, lunch, dinner and the ladies’ perennial favorite — tech checks. Some were big affairs, like at Deluxe Harley-Davidson where the Sturgis revelry was in full swing. There we were offered a preferred parking space for our group and a scrumptious catered lunch under our own tent plus individual beauty shots with our bikes by a professional photographer. Bergdale Harley-Davidson approached it a different way, offering us a low-key after-hours catered dinner with just our group in the building. And Paradise Harley-Davidson welcomed us with open arms and got me sorted and informed on the Pan-America I was to ride cross-country. They offered us coffee and allowed our professional photographer to shoot the opening scenes of the Centennial Ride at their shop. Reaching out to groups and inviting them in should be a standard operating procedure for your marketing department. Each visit turned into a shopping opportunity,

A few suggestions for success include letting everyone in your dealership know about the incoming group. This might seem obvious, but it is often overlooked. It can be used as a conversation starter for everyone on the sales floor. Consider offering a discount coupon valid for that day only, and be sure to state whether that includes parts and service as well. Likewise, be sure to inform all of your cashiers. There’s nothing more embarrassing or offputting than for the cashiers to not be with the program. Some low-cost event invitations include offering coffee breaks, meeting rooms and community-focused field days that meet at the dealership then go out and do good in the community. You already serve coffee, your meeting room has already been constructed and paid for and your staff is already on the payroll. Pay the good will forward, and watch it come back to you in terms of a better community and more fan-like customers. Each dealership during my cross-country event offered its own unique flavor of hospitality, and all were appreciated by the lady riders. Create those experiences where your customers feel relaxed and comfortable, enjoying the experience of being a part of your dealership ambiance. How do I know it will work? I watched as the ladies riding with me on my event spent hundreds, if not thousands, of dollars at each location. Building community and broadening your customer base… one cup of coffee at a time. Try it and see. Alisa is a two-wheeled world traveler, author, tour operator, and event producer. She has been featured in a variety of media outlets as a woman pursuing a life of adventure and helping others to access their inner wisdom and be free to lead lives they are passionate about. Her book Boost Your Confidence Through Motorcycling: A Woman’s Guide to Being Your Best Self On and Off the Bike became an Amazon.com #1 Bestseller. In 2019 Alisa was also named to Dealernews TOP 100 People in Powersports. Her personal mission is to empower women through motorcycling and adventure while being a strong advocate for the powersports industry at large. Alisa’s motorcycle touring company is www.WomensMotorcycleTours.com.

949.874.2645 piloteeragency.com

LET’S DO THIS!

WE’RE PILOTEER, A FEARLESS MARKETING AGENCY WHO PERFORM ALL OUR OWN STUNTS.

FUELING PASSION

eems like the prospect of new gear inflames the passions of powersports people across the board… even Dealers. Moto Liberty has been voted the #1 motorcycle gear shop in Texas, under the sole ownership of Audrey Menarik, since 1999. She is a true believer in brick and mortar and the value of the in-store shopping experience, especially when it comes to choosing motorcycle gear. She is also a gear junkie, becoming an importer when she couldn’t get some of the lines she wanted. In 2009, Moto Liberty expanded into wholesale, as the US distributor for RS Taichi, a Japanese gear company known for their high-end race suits and quality street gear. This year, Menarik added Fuel Motorcycle gear to their dealer distribution network. As an enthusiast, she knows what’s hot, however as a long-time Dealer, she knows the challenges retailers face firsthand. Sounds like a win-win. For a better look at Moto Liberty and Audrey’s approach to business, check out the Dealer Profile: https://issuu.com/dealernews/docs/issue__3_1-98_issuu/20

Photo courtesy Moto Liberty

OCTOBER 2021

RETRO RALLY WEAR

Technology meets nostalgia head on with the Dakar-inspired Marathon jacket from Fuel. Designed for riders who play to spend sunrise to sunset in the saddle, no matter what extreme conditions they face. Thanks to a plethora of ventilation pockets and the removable liner, it offers all season comfort, while the tough outer layer of Cordura, combined with a Kevlar lining in all key abrasion areas and full CE level 2 Armour on shoulders, elbow and back, provide plenty of safety. Nostalgia has never been safer or more stylish. https://motoliberty.com/product/fuel-rally-marathon-jacket/

MITAS RUBBER ROUTED TO US

Dealers looking for long lasting tire options for their ADV customers can now call on Lindeco Genuine Powersports. LGP has been ramping up its product portfolio since burning onto the U.S. market scene this summer including rolling out their Mitas tire program. “We are proud to be associated with a global brand like Mitas Tires,” notes LGP president Andres Escobar. “Mitas’ century-long history of tire production and dedication to product quality will provide a strong position in the US market.” Lindeco Genuine Powersports is now distributing the complete collection of Mitas powersports products including tires, tubes, tire mousse & accessories to Dealers in the U.S, market. https://lgp-powersports.com/collections/mitas-collection

SHINING ON!

Brands That Shine is looking to shine a little light on the INNOVV line as the newly appointed Brand Manager for the action cameras. “INNOVV’s dash/action cameras are some of the best available for motorcycle safety organizations, riding schools, tour companies and municipalities with motorcycle fleets,” says Brands That Shine president, Jessica Shine. “They are better than typical action cams and are perfect for off-road riding, adventure touring, street riding and track days/racing.” The INNOVV K5 dash/action cam is packed with features that no other action camera offers, according to Shine. The K5 can connect to a smartphone or tablet directly using dual band Wi-Fi (2.4Ghz / 5.8Ghz) for fast transmission and better stability. See the light at: brands-that-shine.com

ROLLING, ROLLING, ROLLING…

Ready to move some rubber? Legacy Distributing is ready to head ‘em out the door and cut in the profits with their new Frontline BDC ATV and UTV tire line up. Despite the aggressive tread pattern, Legacy claims it is their most versatile tire yet. The 10-ply radial Bi-Directional Carcass offers optimal flex for a smooth ride and maximum traction while enhancing its durability. A wide contact patch provides control and deep multi-angle shoulder tread offers superior rut performance. The reinforced lower sidewall eliminates pinch flats. Deep rim guard protects expensive wheels. “Aggressive Shoulder Lugs and Smooth Ride Center Traction Block Technology makes this the most advanced tire in its class,” proclaims the Louisiana-based distributor. When you are ready to ride ‘em in, click here: https://www.legacydistributing.com/Text

SPROCKET IT TO ME, BABY!

Although PRoX has been around since 1975, nobody under the age of 60 will get the old Laugh-In reference, however the pros at ProX are getting serious about sprockets! While the service life has always been a key advantage, ProX engineers set out to revise the steel sprocket with the goal of achieving the best of both worlds — the extreme durability of ProX’s steel construction with the advantages of less weight. They are also treated with a full coverage coating for added corrosion and wear resistance, plus a factory look. “Offering the same leading durability, ProX Ultralight steel sprockets’ all-new lightweight design provides up to a 35% weight savings over other standard steel sprockets with 2 to 3 times the usable life compared to average aluminum sprockets,” notes Powersports Marketing Manager Kevin Bailey. “ProX Ultralight Sprockets are available in a range of popular sizes for all major Japanese and Austrian brands, as well as Beta.” Reliable, flush sprocket-to-hub mounting is achieved with countersunk, tapered mounting holes, pairing perfectly with a set of ProX sprocket bolts and lock nuts. www.pro-x.com

ARMADILLO BAG ROLLS OUT

Named after the tough desert dwelling armadillo (Spanish for “little armored one”) that rolls into a ball to defend itself, rugged expedition-ready Armadillo Bags are designed for the safe temporary storage and transport of a broad range of essential fluids, according to Giant Loop’s lead adventurer Harold Olaf Cecil. When empty, Armadillo Bags can be rolled up or packed flat, and they weigh a fraction of rigid plastic or metal containers that cannot be compressed. Employing a two-layer construction, Armadillo Bags feature an RF-welded inner bladder protected by a highly abrasion resistant sewn Cordura outer sleeve. Webbing daisy chains run the length of Armadillo Bags to prevent them from sliding out from under tie-down straps. The included plastic pour spout conveniently stows away in a pocket on the outer sleeve. Ships to Dealers November 22: https://www.giantloopmoto.com/product/ armadillo-bag-liquid-power-reservoir/ * NOTE: Armadillo Bags are not portable fuel containers as described by ASTM, EPA, ARB or other state and federal agencies. Armadillo Bags are NOT intended for fuel storage or transport in the USA.

OCTOBER 2021

HOT ENOUGH FOR YOU? SoCal Scorcher By Brandon Davis

lenty happened at the penultimate round of the Pro Motocross Championship A new national champion was crowned a round early, silly season musical chairs were going full swing, thunder from down under and even a taste of the Dakar Rally were all in play at the Fox Raceway Pala II National. This was AMA Pro Motocross’s second trip to Fox Raceway this season, though this round saw the track layout reversed from that of May, with its uphill start into a right-hand turn and it was an awesome opportunity to witness history in the making. “I think I’ve run out of emotion,” said Dylan Ferrandis. It’s not everyday you get to witness someone achieve a goal they have worked for their entire life, but Ferrandis was on course to win the Edison Dye Cup with a round to spare. “Today was hard, last weekend was hard. I’ve pushed deep inside to get through it. I dreamed when I was young to be a 250 Class Champion, but I never dreamed of being a 450 Class Champion. It’s not even a dream come true, it is something that’s the best thing I could ever do in my life. Wow, it’s unreal.” Although he had the title in the bag after the first moto, he raced to win, as he had done all season, narrowly missing the overall on a tiebreaker behind a resurgent former champ Eli Tomac. Ferrandis accomplished what fellow countryman Jean-Michel Bayle did 30 years ago. His win

also gave Yamaha its first 450 title since controversial color commentator Grant Langston won in 2007. The first 450 moto actually saw Ken Roczen pull the holeshot and build a three-second gap on the field. However at the midway mark, Ferrandis stormed past, followed in short order by Eli Tomac, Roczen had to settle for third in Moto 1 while Tomac took charge, winning his second overall in a row, capped off by a massive 40 second lead in Moto 2. After enduring the longest win drought of his career, Tomac’s second to last ride on the Kawasaki was his 27th victory tied him with Bob Hannah for third on the all-time wins list. “I just felt so good in Moto 2,” said Tomac. “I was a little back in the beginning, but was able to really make passes and got the job done early. It’s really fun to be out there when I’m in the zone like that and it’s great to get a couple wins here late in the season. It is just so much fun when I get into the zone like that and I’m able to click off laps out front. Also, winning the race by over 40 seconds was amazing and it feels good to be coming on strong right now.” Although Cooper Webb had the holeshot in Moto 2 he found himself in 3rd by the end of the first lap as Ferrandis and Tomac blasted past. “It was a tough day, just super warm and super rough but I’m happy to be on the podium. I usually struggle here, so I’m stoked with that,” said Webb from the podium.

In fact, the only guys not phased by the triple digit heat seemed to be the Dakar racers, including former winner Aussie Toby Price and American Skyler Howes on his factory Husqvarna. Since the GasGas, Husqvarna and KTM teams were practicing in the California desert, they agreed to take a sighting lap on their rally bikes… they were not supposed to send it, but more than one lunatic launched their massive bikes over the big double on the back side of the track).

OCTOBER 2021 Continued on page 74

Continued from page 73

Toby Price’s Aussie countryman Jett Lawrence served notice that the 2021 title was going to be his as he took his second straight 1-1 sweep in as many weekends. The 18-year-old Team Honda HRC rider is nearly perfect at Pala with three overalls at the track going back to last year. “It was definitely really hot today, but luckily I had two really good starts, including finally getting my first holeshot.”

In his second race back from injury, Michael Mosiman delivered an awesome pair of 2-4 moto scores to claim second overall aboard the MC 250F. “Man, what a good day! It was a good day for the team and a good day for me with second overall in only my second race back after four weeks on the couch. I’m stoked on my riding and on my performance and I showed a lot of heart. I was absolutely drained after the first moto but I dug deep and was able to bring it home to fourth in the second moto.”

Results 450MX Class – Fox Raceway II National Eli Tomac, Cortez, CO, Kawasaki (2-1) Dylan Ferrandis, France, Yamaha (1-2) Cooper Webb, Newport, NC, KTM (4-3) Ken Roczen, Germany, Honda (3-6) Christian Craig, El Cajon, CA, Yamaha (5-4) Max Anstie, England, Suzuki (6-5) Coty Schock, Dover, DE, Honda (7-7) Brandon Hartranft, Brick, NJ, Suzuki (10-8) Joey Savatgy, Thomasville, GA, KTM (9-9) Fredrik Noren, Sweden, KTM (11-10) Results 250MX Class – Fox Raceway II National Jett Lawrence, Australia, Honda (1-1) Michael Mosiman, Sebastopol, Calif., GASGAS (2-4) Justin Cooper, Cold Spring Harbor, NY, Yamaha (5-2) Jo Shimoda, Japan, Kawasaki (4-3) Hunter Lawrence, Australia, Honda (6-6) RJ Hampshire, Hudson, FL, Husqvarna (3-14) Dilan Schwartz, Alpine, CA, Suzuki (10-8) Joshua Varize, Rialto, CA, Husqvarna (9-9) Levi Kitchen, Washougal, WA, Yamaha (12-7) Austin Forkner, Richards, MO, Kawasaki (15-5)

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VALE “SIDECAR SUSIE” ELLSWORTH — 9/22/41-7/5/21 Courtesy of Trailblazers MC

odspeed lifelong trailblazer Susie Ellsworth. Known as “Sidecar Susie,” she grew up in the home of 1940’s motorcyclist Freddie Ellsworth and carried the motorcycling torch for her family forever more. Her support and service to the sport earned her the Trailblazers “Lucile Flanders Award” in 2016. Since revised to be called the Earl & Lucile Flanders Lifetime Achievement Award, it is the club’s way of recognizing people who make a difference to the sport through their assistance to others. The following is text of the program story that appeared in the 2016 Trailblazers event program when she was awarded 2016 Lucile Flanders Award: The “Lucile Flanders Award” is named after the late Lucile Flanders, Matriarch of the Flanders Company for many years after the passing of her husband Earl Flanders. Lucile’s involvement in the motorcycle industry and also the Trailblazers dated back to the early days of motorcycling. The prestigious Lucile Flanders Award honors those with the same kind of support and commitment to the sport of motorcycling as Lucile had in her lifetime. This year the recipient is “Sidecar” Susie Ellsworth.

Susan Ellsworth Phelps was born on September 22, 1941, in Los Angeles, California. Her father, Fred Ellsworth Phelps had been told he’d be fired from his job if he raced motorcycles, so he raced under the name of Freddie Ellsworth. So, Susan was known in the motorcycling community as little Susie Ellsworth. Susie began going to the races as a baby and has participated in the sport ever since. Susie’s involvement started early; there is a photo of the Four Aces Motorcycle Club from 1947 showing a group of more than 15 tough, strong men and their motorcycles… and six-year-old Susie, the only girl, the club mascot. She has been a part of the Four Aces MC, ever since, and has served as the club’s representative with District 37 for more than 20 of those years. It was with the Four Aces that Susie, still a child, helped at sign-up and collected donations for the first of the now legendary Moose Runs. First organized in 1950 as a benefit ride for the injured Mickey “Moose” Page, the Moose Run benefit concept has evolved into charity events all over the country and is most frequently associated with the Riders Helping Riders organization. Over the decades since the first Moose Run Susie has attended 64 times working sign-up and selling 50/50

tickets for Riders Helping Riders. She has helped raise untold thousands for injured riders in this way. Winners of the Moose Run include some of the greatest off-road racers in history including Bud Ekins, Eddie Mulder, J.N. Roberts, Bruce Ogilvie, Chuck Miller, Larry Roeseler, Destry Abbott and Kurt Caselli. Among other offices she held with the Four Aces MC, she was the club Secretary and Historian and designed many of the pins for the Moose Run. She also worked as the Pit Sweep for many events making sure all riders were accounted for and not lost in the desert before releasing the pit crews.

She was involved in other clubs and causes as well. She is a member of the United Sidecar Association, the Southern California Sidecar Club, the Early Riders Motor Club, the Vincent Motorcycle Club, the Norton Club and the Trailblazers MC. Susie believes that being part of the motorcycle world is like having an extended family. She is an active member of all her clubs, helping where needed, and promoting the advantages of belonging to a club. It is her affection for sidecars that started as a child when riding with her father; where she earned the moniker “Sidecar Susie.” Now-a-days she is the pilot and rides one of her famous sidecars to rallies and sidecar activities all over California. Often she can be spotted with her 1950 Triumph Thunderbird with Flexi sidecar, a favorite machine for the Griffith Park Sidecar Rally. The Trailblazers proudly honor Susie Ellsworth with the Lucile F l a n d e r s Award for her outstanding l i f e t i m e dedication as a motorcyclist, organizer, club officer, historian and fund raiser in the sport of motorcycling. Congratulations Sidecar Susie!

AIMExpo.................................................................... 50 American Landmaster............................................. 42 Bobcat.................................................................................. 9 Boost Your Confidence Through Motorcycling......... 81 CDK Global/Lightspeed.......................................... 53 Cycle News.......................................................... CVR4 DX1............................................................................ 33 Find It Now GPS Security....................................... 11 Fuel Capital Group, Inc........................................... 77 Genuine Scooters.................................................... 45 J.D. Power................................................................. 31 LGP Powersports.................................................... 23

Motorcycle Industry Council (MIC)........................ 63 Motorcycle Industry Jobs (MIJ).............................. 17 Marine Retailers Association (MRRA).................... 57 National Powersport Auctions (NPA)................... 27 Piloteer Agency....................................................... 69 Royal Enfield.............................................................. 7 Sullivans................................................................... 39 Tread Lightly............................................................ 65 Triumph Motorcycles America............................... 15 Tucker Powersports................................................ 19 Unfiltered Marketing..................................................49 Western Power Sports.......................................... 2-3

Shameless Plug – For the most up to date dealer news, check on the news feed at Dealernews.com, be sure to like us on Facebook and click on Dealernews’ monthly digital editions: www.dealernews.com

OCTOBER 2021

SOCIAL MEDIA SUGGESTIONS:

How NOT To Interact With Brands On Social Media! By David Zemla, VP Marketing S&S Cycle

’m reviewing DM’s and it occurred to me we live in unprecedented times with communication channels that were pipe dreams just a few years ago... yet it seems we use them for pure nonsense. (Here comes a rant): Treat your brand interactions like you are having a conversation and you’ll find you get much better results. Brands are paying to be on social channels (employees to manage it, sponsored posts, etc). They are generally not going to tolerate much nonsense on their dime and have tools to hide your comments and ban you. If you have a legitimate point to make, you now have the power to instantly drop a message to a company... But break these basic rules and you will have failed. 1) Please don’t be the “Gotcha” guy. Attempting to prove you are smarter than the company on their own product just makes you look petty. IF you have a legit concern, DM the brand, they want to hear your input. “Dude, you forgot the thread locker on the third bolt in the install video, what an idiot” is not helpful to anyone. 2) Single word posts come across as rude. “Price?” Is not a post. There is also a pretty good chance the link to the product is on the photo (Click to View Product on FB) making you seem clueless. 3) Do not post a question and then DM the same question. Pick a communication path, the brand is happy to get back to you, but no one likes double the work. 4) If a brand posts a pic of their newest product, responding with a link to the competitor’s product (this is a Facebook

thing) is a dick move. Maybe ask how it compares to the competitor, or (and this is radical) just move on. 5) Expletives are pointless, even used in a positive way. 6) Attempting public humiliation is not an effective tool. Posting a pic of a broken product on an unrelated thread is akin to bursting into a conversation with an off topic and rude comment. If you need the company’s attention, DM them and share the pics & details. They want to help you and very likely have tools to make it happen already established. 7) Speaking of DMing a problem, lead with all the info. You unwind the validity of your concern if you appear to be hiding key information. If you are 10 posts into the thread before you bring up that your Uncle Bob installed the part on his gravel driveway, the guy on the other end is likely to discount your problem. Again, the brand wants to help you! 8) Spelling and grammar count. No matter how intelligent your comment is, you come across as a dumbass if multiple words are spelled wrong. You would be shocked as to how many comments we can not even understand. Proof your work. 9) Political and religious comments are generally inappropriate in a brand’s media. Stay on topic. Would you walk into a car dealership and randomly rant about your political beliefs? Probably not. 10) “Too much money for me” or some derivative is an answer to a question no one asked. Here’s a fun tip, YOU DO NOT HAVE TO COMMENT! Weird, huh?

Alisa Clickenger, one of Dealernews’ Top 100 industry leaders and our Diversity+ columnist, has just published her first book. Boost Your Confidence Through Motorcycling became an Amazon.com #1 bestseller in its first week. Boost Your Confidence Through Motorcycling contains ideas and inspiration for both experienced and inexperienced riders, and uses examples from Alisa’s own personal journey learning to ride.

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