Issue#11 November 2021 by Dealernews

RARIFIED AIR

DN 2.0 #11

NPDA’s Robert Kay On Top Of The World

ZERO ADDS UP

Dealer Focus For 2022

CSI:

Who Are You?

CONTENTS 06 08 10 12 16 20 28 30 32 34 39 40 44 47 48 52 56 60

20 4

WORLD’S LUCKIEST MAN

Bob Althoff On Are We Having Fun Yet?

EDITOR’S NOTE

Robin Hartfiel The Most Interesting Man In The World

LETTERS+

The Industry On Dealernews

NEWS+

Extra! Extra! Read All About It!

SHIFTING GEARS+

Employment Updates

DEALER PROFILE+

Top Of The World With Star City Motor Sports

INDUSTRY RESEARCH+

Dr. Paul Leinberger On 3 Keys To Customer Loyalty In A Post-Pandemic World

INDUSTRY RESEARCH+

Lenny Sims On J.D. Power Valuations

INDUSTRY RESEARCH+

Jim Woodruff On NPA AWP Report

INDUSTRY RESEARCH+

Don Musick On CSI: Who Are You?

eDEALERNEWS e-Volution

CURRENTS+

Watts Happening With The EV Market?

eOEM UPDATE

Zero = 20% In 2022

SHOWTIME!

AIMExpo Update, Handstands @100 mph, SSSS

SHOW SNIPPETS

IMS Update And IP Pirates

Photo courtesy of Zero

ADVOCACY+

Scot Harden On The Intersection Of Desert Racing And Electrification

PERFORMANCE+

Mark Rodgers On People Are Strange

PERSONNEL FILES

Alex Baylon On The Art Of Job Hopping

OUR TEAM Bob Althoff World’s Luckiest Man EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager

62 64 66 68 70 76 80 82 83 84

MIC RIDE REPORT

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

ADVOCACY+

Dealer Advisory Board Bob Althoff Chairman

What Your Industry Association Does For You Don Amador On Thanksgiving

CONFESSIONS OF A CUSTOMER

Eric Anderson On The Power Of The Spouse

DIVERSITY+

Alisa Clickenger On Gifts That Keep On Giving

TRAVAILS WITH CHARLIE Stuck On The KAT

GEAR+

Stocking Up On Stocking Stuffers

PRESS PASS+

Senator Joe Manchin, The Real McCoy

VALE+

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 Motor Sports 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

RIP Clyde “The Glide” Fessler

AD INDEX

ADVERTISING

PARTING SHOT

Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com

This issue Brought To You By… Lowell Anderson Shines A Little Light On The Situation

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

NOVEMBER 2021

World’s Luckiest Man By Bob Althoff

ARE WE HAVING FUN YET? Why You Really Need To Be At AIMExpo

“

ime flies when you’re havin’ fun” as the saying goes… they also say time is money. With that in mind, it is high time we start investing our most precious resources where we can get the best bang for the buck. Since we are lucky enough to be in the “fun” business, our lives tend to fly by. Soon the Thanksgiving traditions will be upon us, and in the blink of an eye, it will be Christmas/New Year’s. And then the real party begins! The 2022 AIMExpo. Not long into January, our industry will gather for the first time in several years. You need to invest the time to be there! So much has changed in our COVID era. At first, the shocking shut-downs left us all in dread about what dark days might be ahead for our

businesses. Then being deemed “essential” allowed us a ray of hope. What followed was stimulus money being poured into households and the dramatic rebound in the trajectory of our industry. Whew! Now, the reality of a new Administration and its policies, regulatory and otherwise. Inflation is rearing its ugly head. Supply chain disruptions have deprived us of the steady re-supply we need to keep our showrooms stocked, and don’t get me started on the $5 a gallon gas the crazy Californians are being charged. All to say that we must ponder if the boom will be bust… or not. When it comes to contemplating our collective future, AIMExpo has put together the strongest assemblage of our industry’s thought leaders in the history of the event. It is safe to say that the Dealer Educational component has never been this strong (and that a new high bar has been set). In order to cash in on the time you have invested into your Dealership, you really must be in Vegas — make plans now! There will be wonderful new recognition events that celebrate the incredible contributions being made to our mutual benefit. Plus, there is the power of our peers. AIMExpo will be a coming-out party for the new National Powersports Dealer Association. The perfect time for you to explore the ways NPDA will serve you, other Dealer members and partner organizations. All of what you have come to expect from AIMExpo and Vegas — as well as some unexpected surprises to boot! AIMExpo is a time for our industry’s family reunion, thanksgiving and rejoicing of a new year. Come join us. Let’s prepare for what’s to come and celebrate where we have come from in the past two years. The family needs you, and you will leave charged up for whatever the hell 2022 has in store for us! Bob

Speaking of Ph.D. types Don Musick and Dr. Paul Leinberger continue the heritage of thought leadership in every issue. It makes my head hurt trying to keep up with these guys, but it is well worth the effort! However, the most interesting man in the world for me has not been a hypothetical advertising construct to push cerveza, but the dealers I have been fortunate enough to interview for our monthly profiles or have a beer with at a tradeshow. I know we solved the world’s problems at the Canterbury Bar after hours in Indy and the Omni Hall of Mirrors in Cincy before that... Some of it was even fit for print.

Editor’s Note By Robin Hartfiel

The Most Interesting Man In The World

here are some really fascinating folks in this industry. Talk to Bob Althoff sometime... It is like having a front row seat at your own personal “Ted Talk” or a graduate course in Dealership management. Dealernews has always been blessed to be a fly on the wall for brilliant observations and insights into both the powersports world and the “real” world going back to the beginning when Larry Hester and Bill Bagnall put their heads together to dream up a trade magazine in 1965. Don Brown (who was mentioned in a cover story in the very first issue and foretold the coming of computerized DMS in his column in the third issue); Ed Lemco who told it like it was, whether we wanted to hear it or not; Uncle Paul Wünsch talking tech; John Wycoff who relished being a consumer terrorist and professional gadfly (but meant it for our own good)... the list of thought leaders continues to this day. Eric Anderson’s long running “Confessions Of A Customer” column is a direct descendent of the late Wycoff warnings, and it shares a genealogical link with Mark Rodgers who started Harley-Davidson’s PHD training in conjunction with Wycoff and became a Dealernews columnist back in the early 1990s.

From the gutter outside a bar to the top of the world, talking to my dealer friends has always been enlightening, uplifting and downright amazing. Case in point is this month’s cover. Robert Kay didn’t think he was worthy of a profile (despite his dealership having a baker’s dozen of Top 100 wins) or being one of the founding Board members of the National Powersports Dealer Association. However I beg to differ! Establishing NPDA from scratch is a pretty tall order. However, when it comes to setting the bar high, Kay goes over the top... literally! In addition to starting his career at a legendary dealership in Colorado’s high country, he has climbed all 58 of Colorado’s “14ers” (peaks higher than 14,000 feet) and is currently working on climbing the Centennials (the highest 100 peaks in Colorado). And then there is Mount Everest and the “Seven Summits” — Actually there are nine summits depending on how you count. “There are disputes as to how you define Australia and Europe, so there are nine peaks and I’ve summited all nine of them.” He is also the first American to ski from the summit of Manaslu, the 8th highest peak in the world (see this month’s cover shot). Pretty rarified air! So what is the view like from the top of the world... and how does it translate to a grassroots dealership in Nebraska? Spoiler alert! “Sorry, there is no secret wisdom hidden at the top of the world,” says Kay. “We have no real secrets. We work hard, take calculated risks and win more than we lose. I tell my staff that they aren’t trying hard enough if they never crash. I’m willing to absorb the occasional expensive error if we learn from it.” That being said, Robert shares some insights and real world tips to help his fellow dealers in the trenches in this issue. Read his story and then join us at the bar at AIMExpo in January for some real tall tales! NPDA will have a booth adjacent to the Dealernews display in Las Vegas.

Former Editor-in-Chief and publisher of Dealernews circa 1990-2003, 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.

We will be at the SoCal IMS tour finale, please stop by and say hello. I’ll have a 20 x 10 for Fuel and Taichi. Risky move, perhaps… But I hope that the IMS show will be good. P.S. I’m pretty pumped on FUEL today. We just received an order for a jacket from Ewan McGregor. He’s been a paying customer for years. Best regards, Audrey Menarik, Dealer DFW Moto Liberty LLC 15402 Midway Road Addison, TX 75001-4251 Tel: 972-243-5995 www.motoliberty.com

JIM LIKES WHAT HE SEES The thing that strikes me the most is that Dealernews seems to beat with the heart of powersports vs. being an outside observer looking in. It’s a great feeling as both a reader and a contributor. Excellent work as always! Jim Woodruff, CEO National Powersport Auctions Poway, CA

I SEE WHAT YOU DID THERE I saw what you did with the weekly e-blast, but was surprised to see my mug and revamped website in the issue, too. Huge thanks, Robin! Morgan Williams, Principal MW DESIGN www.mwdesign.biz

PAY TO PLAY PHISHING? Hi, I want to buy a paid guest post on your website (https://www.dealernews.com/). Do you accept Paid Guest Post / Link Insertion on your website? If yes, then let me know what you charge for each post with do-follow link and google index. Waiting for your positive response. Rana Shayan Via Dealernews.com Sorry Rana, we don’t play that game.

DITTO SAYS SIMS Thank you for sharing the exciting, positive and insightful overview. This is great to hear and truly represents that Dealernews’ direction, focus and mindset is leading us all. Well done, Lenny Sims, VP Bus Dev & Strategy, Specialty Vehicles J.D. Power Irvine, CA

FIRED UP! Thanks for fueling my fire of desire! I saw the article in the October GEAR+ section and surely you are behind the dealer inquiries we have received. Thank you!

RIP CARL CRANKE I am surprised that there aren’t more views. Anyone who really rides knows who Carl Cranke is. I am honored to have met him. In Heaven and rollin’ thunder... Alexa Saltz Via YouTube https://youtu.be/wn4-d0p3YGI

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

WE’RE IN THE MONEY

According to the Motorcycle Industry Council, things are looking up. The Bureau of Economic Analysis (BEA) released 2020 data detailing how outdoor recreation continues to generate billions in economic output and create millions of American jobs. When it came to adding economic value, motorcycle and ATV riding came in fourth largest among the most popular outdoor activities in the nation. “Sales of motorcycles and ATVs were up considerably in 2020, and that trend is continuing in 2021,” explained Erik Pritchard, MIC president and CEO. “More families and individuals are recreating outdoors close to home, which highlights the need to support expanded access to public lands and investments into recreation infrastructure.” BEA numbers show outdoor recreation generates $689 billion in economic output and creates 4.3 million jobs. This is the fourth consecutive year that BEA, an agency of the U.S. Department of Commerce, has released government data on this critical industry sector. Prior to 2020, the outdoor recreation economy was growing faster than the economy in every indicator and served as a resilient economic growth engine and job creator. Several outdoor industry segments, including boating and fishing, biking, camping and RVing, hunting and shooting sports and powersports, experienced record sales and unprecedented growth. “Despite the pandemic, public lands and water closures, canceled trips and travel, gathering restrictions, supply chain issues and more, the outdoor recreation economy is a huge contributor to national and local economies,” said Jessica Turner, president of the Outdoor Recreation Roundtable (ORR). “This data, along with what we have seen throughout the past year and a half, proves how vital continued investments in our public lands and waters and recreation infrastructure are to the national and local economies and how communities big and small, rural and urban, benefit from outdoor recreation.”

HARLEY DECLARES VICTORY

The Q3 numbers are in and CEO Jochen Zeitz is declaring victory for Harley-Davidson. “Today we shared our Q3 2021 financial results, in addition to providing proof points to our Hardwire strategy. As we continue to enhance our position as the most desirable motorcycle brand in the world, the efforts of our entire global team are demonstrated by our solid results this quarter.” Driven by growth in the motorcycle sector, Q3 consolidated revenue was up 17% versus Q3 2020. Total net income growth of 36% was driven by growth across both the Motorcycles and the Financial Services segments. In fact, Financial Services segment operating income growth was $15 million in the quarter alone. “Harley-Davidson delivered a solid third quarter and we have seen many of our Hardwire strategic initiatives perform well, providing encouraging initial proof points of our five-year strategy,” adds Zeitz. “Our teams continue to work to mitigate the impact of the ongoing supply chain challenges that our sector faces, however our performance underlines that we are on course to deliver our long-term Hardwire strategy.”

THE OMNICHANNEL EXPANDS

RumbleOn To Acquire Freedom Powersports First it was RideNow and now the 13 stores in the Freedom Powersports family are being rolled up into RumbleOn’s “omnichannel” enterprise. A definitive agreement to acquire Freedom Powersports, including the dealerships in Texas, Georgia and Alabama was announced early November. The acquisition is subject to customary closing conditions and is expected to close in late 2021 or early 2022. “We are excited about the outstanding business Kevin, Tom, and the Freedom team have built and we look forward to Freedom joining the RumbleOn team,” says Marshall Chesrown, RumbleOn’s Chief Executive Officer. “We are well aware of the benefits of adding 13 exceptional locations representing 15 leading manufacturers to further strengthen our omnichannel offering. “We remain confident in our ability to transform the highly fragmented powersports industry, to drive efficiencies in the marketplace, and to improve the customer experience,” Chesrown adds. “We expect Freedom to be accretive to our

performance on day one without raising equity capital to fund cash consideration.” “I founded this company in 2012 with a goal of building relationships and supporting the communities we live in,” adds Freedom Powersports founder Kevin Lackey. “Today we have 13 dealerships in Texas, Georgia, and Alabama… We’re powered by customer service and we just so happen to sell all the cool powersports stuff you could want or need.” The addition of Freedom Powersports will expand RumbleOn’s national presence to over 55 locations. The anticipated acquisition supports RumbleOn’s growth strategy by expanding and strengthening its omnichannel offering. “We remain confident in our ability to transform the highly fragmented powersports industry, to drive efficiencies in the marketplace, and to improve the customer experience,” Chesrown adds. “We expect Freedom to be accretive to our performance on day one without raising equity capital to fund cash consideration.” “I founded this company in 2012 with a goal of building relationships and supporting the communities we live in,” adds Freedom Powersports founder Kevin Lackey. “Today we have 13 dealerships in Texas, Georgia, and Alabama… We’re powered by customer service and we just so happen to sell all the cool powersports stuff you could want or need.” The addition of Freedom Powersports will expand RumbleOn’s national presence to over 55 locations. The anticipated acquisition supports RumbleOn’s growth strategy by expanding and strengthening its omnichannel offering. Continued on page 14

Continued from page 13

GARAGE COMPOSITES PARTNERS WITH NPDA

With a mutual mission to elevate powersports retailers through training and education, industry leading 20 Club provider Garage Composites has stepped up as the first strategic partner of the recently announced National Powersports Dealer Association (NPDA). “A national organization for dealers and by dealers is something our industry has clearly needed for a long time,” notes NPDA Chair Bob Althoff. “Garage Composites grasped our mission immediately and asked what they could do to help.” In the process of interviewing three of NPDA founding board members Althoff, Gail Worth and George Gatto for one of their wildly popular Garagecast segments, Garage Composites principals Sam Dantzler and Tony Gonzalez sold themselves on the concept of a national body looking to elevate all dealers. Dantzler literally stopped the interview mid-stream and announced, “we’re in, where do we send the money?” Thus, NPDA had its first partnership. True story, check out the podcast here: https://www.buzzsprout.com/205564/9353974 “NPDA’s goals of providing leadership, research, training and benchmarking are perfectly aligned with Garage Composites efforts,” adds Gonzalez. “We are excited to assist dealers with the tools to compete in an increasingly difficult environment.” “We weren’t looking for just another sponsor, these relations will be strategic partnerships,” explained Althoff after the windfall announcement. “Being a Partner with NPDA is a commitment to the long-term excellence and success of dealers… A healthy industry requires a healthy dealer channel. Supporting NPDA’s mission allows Partners to grow their own business by supporting the growth and excellence of the industry’s dealers.” “Thanks to Garage Composites’ vision and support, NPDA is better positioned to become a productive and powerful force to bring all of the franchised and independent dealers in the country together,” Althoff adds. Organizations interested in supporting retail excellence are encouraged to contact any Board Member. “The Association wants to hear from you. It is imperative that we work together to protect, serve and grow our industry.” Interested in becoming a partner for NPDA? More information is available at: https://www.npda.org/partners

DEALER NEWS

Black Cat Is Now Flying Iron Harley-Davidson Based in Rocky Mount, North Carolina, Black Cat Harley has used up its nine lives and was reborn as Flying Iron HarleyDavidson on November 9. “It is very bittersweet that today we announce the sale of ownership of Black Cat Harley-Davidson to Kevin Walsh,” was the statement to their customers. The Cole Family of Harley-Davidson dealerships had owned Black Cat Harley-Davidson since February of 2017. “We appreciate the community embracing us for the last 4.5 years. We feel Kevin will be able to continue offering a quality experience to our loyal customer base and believe you’re in good hands. Tomorrow the dealership will open back up normal hours as Flying Iron Harley-Davidson. Our Priority Customer Maintenance Plan (PCMP) will still be honored under Flying Iron Harley-Davidson as well as any remaining gift cards. Stop in tomorrow and meet Kevin and their new General Manager Joe and give them a warm Rocky Mount welcome.” -The Cole Family of Harley-Davidson Dealerships New GM is Joe Scaturro and Flying Iron’s roster features Sales Manager Kyle Szlapka, Finance Manager Matt Letcher, MotorClothes Manager Shannon Dozier, Parts Manager Blake Winstead and Service Manager Brian Coomer.

POLARIS TAKES A “STEP” FORWARD

Polaris ponied up a $1 million grant to develop an on-thejob training program specifically for powersports techs. The “Service Technician Education Program” (STEP) connects college curriculum with real word wrench-spinners working the dealership level in a partnership between Central Lakes College (CLC) in Brainerd, MN, and local dealer Power Lodge. “In addition to providing hands-on learning experiences for students, this project helps decrease the technician labor shortage in the industry by connecting trained students with our dealers to complete a specific list of services while working alongside dealer technicians,” explains Power Lodge director of operations Laura Fleisher. Students will be paid for their work as student technicians when working for the dealership as part of a new career pathway in the industry. “As a result, more experienced technicians are freed up to work on more complicated services. Simultaneously, we will be building the next generation of skilled professional technicians.” Win-Win!

“This program is about building a connection between powersports businesses and students who have chosen powersports as their career,” adds Bridget McLennan, Polaris VP, dealer services. “STEP brings new life to powersports and marine programs offered at colleges like CLC while strengthening this industry as a relevant and meaningful career path that fosters diversity, equity and inclusion,” she notes. “Not only is the curriculum focused on emerging vehicle technologies, but it’s also infused with rich hands-on learning experiences for the students. CLC has a compelling and exciting program, and the partnership of powersports dealers like Power Lodge helps apply those learnings in an actual work environment, ultimately building a highly-skilled network of future employees in a high-demand field.” CLC, Polaris and Power Lodge will begin building the foundational capabilities of this comprehensive pilot program immediately, with full implementation at CLC to begin with the 2022-2023 academic school year. Based on critical milestones and success proven under CLC and Power Lodge’s leadership, additional Polaris educational partnerships will have access to the modified curriculum and will be encouraged to replicate the model. Polaris anticipates the pilot program with CLC and Power Lodge to train 80 student technicians and an additional 89 staff over the course of the grant, many of whom will be hired upon graduation.

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Brought To You By MotorcycleIndustryJobs.com

Good things happen for good people! Digital Lead Performance (DLP), a digital sales solution serving powersports dealers internationally, has promoted Taylor Loethen to Director of Operations. Loethen has been with the company since its inception and was formerly the Director of Marketing & Development. “Taylor’s combination of hard work and dedication will continue to propel DLP and our dealers forward,” commented Aaron Barney, COO for DLP. “We’re excited about this transition and to continue raising the bar in terms of performance and delivery.” Since its inception, Digital Lead Performance has helped dealer clients sell more than 9,200 units, resulting in more than $170M in total revenue and for nearly 80 dealers internationally. Immediate plans call for securing new technology and improving their offerings to dealers, which Loethen is heavily involved with. “At DLP, we’re committed to investing in the members of our team and placing the right people in the right positions to take the business to the next level,” concludes CEO and long-time dealer himself, Scott Fischer.

Best kept secret in powersports? Adam Bebout’s new role as Director of Sales & Marketing at Jett Development is to lift the curtain and share a little limelight on the team behind some of the biggest brands in moto. “The main part of my job is helping connect with companies who are looking for a turnkey solution to creating new products without having to carry the annual expense of design and development employees, equipment, etc., and explaining to them who we are at Jett.” The think tank is a small, Coloradobased collection of enthusiasts with a combined 40+ years of experience in the powersports industry, specializing, but not limited to the end-to-end design and development of technical products and apparel. “At Jett, as we consider ourselves an extension of their brand, a collaborative partner, who is working very closely with them to produce products that are created to their needs, profitable and successful.” Bebout has come a long way from pushing a broom around at Jackson Hole Cycle & Saw, 4 Seasons Sportscenter in Riverton, WY, and TNT Powersports in Laramie, WY enough to earn a parts discount!

On the gas! Race fuel expert Kyle Moose has been promoted to North

American Race Manager for ETS Racing Fuels. “I started as a mechanic and engine builder at Varner Motorsports. Then I went to Hinson Clutch Components as their inside sales & rider support manager traveling North America supporting the amateur motocross circuit.” After that, Moose got on the gas as VP Racing Fuels’ business development team then promoted to the West Coast Race Fuel Manager responsible for sales in 7 states and 5 international areas. In 2018 Moose left VP to join regional race fuel company ETS located in Southern California. “I couldn’t be happier for the opportunity to help strengthen the ETS brand in North America. ETS is recognized globally and now diving deeper into the North American markets providing top level products and customer service. I look forward to the future with ETS and help the brand become a household name in the motorsports industry here in the States.”

On a roll! Kenda Tires has announced the promotion of Dave Komoroski to lead its growing powersports division. “What an opportunity,” claims Komoroski. “It’s a real honor to be tapped for this position. We’ve worked through some challenges over the past year and a half with the pandemic and we’ve also identified some significant opportunities. I can’t say enough about the team that’s in place here in Ohio, and about the mentorships that led me to this role.” Komoroski is no stranger to the Ohio-based tire brand, having worked with Kenda for the past three years. Prior to the director role, Komoroski served as OEM Sales & New Products Manager. Before becoming a tire guru, Komoroski held a number of positions in the powersports industry, Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

including stints with Dowco as a product manager and as a brand manager for Tucker Powersports circa 20142017.

Another Tucker alumnus and former Kenda Powersports director Jason Baldwin is now with Nivel. Dealers may remember him for his days as head wrangler for Tucker Powersports’ QuadBoss ATV/UTV brand as well. He has signed on as Sr. Product Manager for Nivel Parts & Manufacturing.

Greg Heichelbech — former President & CEO - Accessory Group at Motorsports Aftermarket Group, former REV Group president and one-time CEO Triumph Motorcycles North America — was a casualty of the recent Kuryakyn move to Texas to become a house brand of Tucker Powersports. He posted on social media: Friends and Colleagues, As CEO and President of the MAG Accessory Group, I have recently completed a sales transaction and I am eager to find my next opportunity. I am experienced in delivering a broad and challenging agenda in short time frames, assembling great executive teams, developing strategic plans,

and developing a network of trusted advisers. Should my leadership experience and capabilities appeal to any of your employers or contacts, I would be delighted to have an initial conversation. Also, I would like to thank my leadership team and the employees of Kuryakyn and Mustang Seats for their perseverance, creativity and dedication. We faced simultaneous challenges, however, the team stayed focused on the mission and worked hard every day to get us over the finish line.

Kuryakyn’s Communication Content Specialist John Galvin was also caught up in the shuffling of the deck. “I experienced a career first today: losing my job. Anger. Sadness. Fear. Hope. Pride. Accomplishment. All the standard-issue feels have been felt today. And I’m ok with that. The past seven years have cemented a lifetime of memories and, even more important, introduced me to lifelong connections that I’m honored to call friends. To my fellow (marketing) team and coworkers: Be proud of yourselves. We accomplished a hell of a lot despite some (at times) crazy odds. I’m incredibly proud to have been part of such an immensely talented team. You should be, too. Thank you for always having each other’s back. To my managers/leaders, past and present: Thank you for your trust, leadership and guidance to help me further my career in an industry I’m truly passionate about. Stay positive, welcome change and always remember where you came from.

West by Northwest: After serving as a Parts Unlimited Sales Rep in Southern Idaho for the past 3 1/2 years, Jamey Wills has been promoted to Regional Sales Manager for the West-Northwest region. Prior to joining the distribution giant, Willis was the GM of a large powersports dealership in Southern Idaho for more than a decade. He also managed the Twin Falls office of Farm Bureau Financial Services prior to coming on board at LeMans. Willis has been riding off‐road motorcycles since he was 4 years old and currently enjoys rocky technical trail riding and dual‐sport adventures as well as snow biking. He is an advocate to keep Idaho trails open to motorized use and is a member of a local aircraft flying club. In his spare time, Jamey’s greatest joy is spending time with his wife Becca and 2 1/2-yearold daughter Hazel.

Also on the fast track at LeMans is Adam Alberghine who has been promoted to Regional Sales Manager for Drag Specialties’ Northeast region. Already a rep in the region, Alberghine has been calling on Drag Specialties dealers in the Northeast for the past 11 years. In addition to knowing the dealers in the area, he has been a bike owner since he was 16. He currently rides a 2004 FXDI SuperGlide. In his free time, Adam enjoys boating, golfing, traveling and muscle cars, including his ’71 Buick he hopes to finish restoring one day.

CLIMB EVERY MOUNTAIN!

Reaching The Top Of The World From The Flatlands Of Nebraska Photos Courtesy Robert Kay

stablishing a National Powersports Dealer Association from scratch is a pretty lofty goal. However, when it comes to setting the bar high, Robert Kay goes over the top... literally! In addition to starting his career at a dealership in Colorado’s high country, he has climbed all 58 of Colorado’s “14ers” (peaks higher than 14,000 feet) and is currently working on climbing the Centennials (the highest 100 peaks in Colorado). And then there is Mount Everest and the “Seven Summits” — so how does a world class mountaineer become a dealer in the flatlands of Nebraska? The climb to the top started a mile high when a college kid took a temporary position as an assistant cashier at Fay Myers in Colorado (a legendary dealership in its own right). “My job at Fay Myers was intended to be a temporary three-month gig back in 1981,” recounts Kay, fresh from a motorcycle expedition in Nepal (more about that later). “I discovered that I really enjoyed this industry and was reasonably good at it. I started the finance department for them in 1981 and went to school at night.” He eventually graduated in 1990 with two different business degrees (International Business and Finance) and hired a company that tells you what sort of job you would like. “After a lot of Q&A, they said I should be in the powersports business. I guess I knew it all along...”

Still, that is quite a climb from Assistant Cashier for Fay Myers to a 13-time Dealernews Top 100 winning operation at Star City Motor Sports and along the way he picked up a Harley store for good measure! “I started my own used bike wholesale/export company in 1991 after working at Fay Myers for 10 years. It did really well but, I hated being on the road so much, so after six years of doing that I bought Star City on 1/1/1997.” Star City has been in business since 1963 and was pretty well entrenched in the community... not the case with Kay! “It was tough uprooting my family from Denver and moving to Nebraska,” he admits. “But we like it here and the business has been very good to us.” So good in fact that he decided to double up. “I then bought Platte River Harley-Davidson on June 10, 2016 after wanting to own a Harley dealership for many years. It was a store in severe distress and was a lot of work to get it from red to black, but it’s thriving now.”

TEAMWORK MAKES THE DREAM WORK Transitioning into the black requires hard work and dedication from a team of top professionals... and then some. “We have 30 to 35 people on staff at Star City and 15 at Platte River Harley. I am blessed to have a great team in both stores. Everyone “gets it” about the need to perform well and help the stores thrive. “My management teams have been with me forever over 20 years for most of them at Star City and since day one at Platte River. I would be in serious trouble without them. I’m able to take off for Nepal or other countries around the world for months at a time and return home to find everything is cruising along as it should. They are all rockstars! “I’m also indebted to the two different 20-Clubs that we belong to. These fellow dealers put up high standards and challenge us to meet them. The training from both the dealers and from the moderators is invaluable. We use Harley PG9 with Dennis Larratt and Garage Composites with Tony Gonzalez.

“We are struggling to get enough product. The good news is that higher margins are offsetting the loss of volume,” notes Kay. “We have had some success getting pre-owned from NPA and have also worked very hard at buying from Facebook Marketplace, Craigslist, people coming in off the street, putting more money than we normally would into trades, etc.” Part of the strategy has been to add additional brands. “We added CF Moto earlier this year. They sent 26 units to us and we sold them all in a month. Kayo has been able to get us some product, but they don’t make large UTVs so it’s not enough. Of all the brands we carry, I feel that Kawasaki has been the best at supplying product to us.” “I can’t complain as we are enjoying our best year in the history of the store followed by last year, which was our second best. In fact, I almost feel guilty as I know so many businesses in other industries are truly fighting for their lives. We are blessed.”

“Of course I need to recognize the support and understanding that my wife and family show every day. I’m gone from home a lot (too much) both when I am at home and working and when I travel for climbing, skiing and riding. None of what I do would be possible without them.” The rockstars extend from management through to rank and file. “We are not having many staffing issues. Certainly people come and go a bit, but overall our staff is very stable. We could certainly take on a couple more A techs — I suspect every dealership in the country would say this — but they are so hard to find. We are moving more towards a model of hiring entry level people and training and grooming them into that A level technician.” INVENTORY ISSUES While the Star team may think of themselves as a multi-brand multi-line operation, the loyal customer base might beg to differ. “We are six miles from the Kawasaki factory. They are a great partner and we sell more Kawasakis than any of our nine brands,” Kay admits. “Lincoln is a Kawasaki town.” Even though Kawasaki manufacturing is so close, Star City still has the same inventory issues facing all dealers.

NOVEMBER 2021

Continued on page 22

Continued from page 21

NAMASTE “I tell anyone who listens that we are all so blessed to have been born when and where we were born.” The Hindi word namaste loosely translates to “bowing to you” and used as a blessing or a greeting that Kay would share with his fellow Dealers. “I would add that we are blessed to be in this incredible industry with all the opportunities that it affords us. A tiny fraction of all the people in the entire history of mankind are this blessed.” A citizen of the world, Kay was born in Perth, Western Australia, and grew up there, Bangladesh and Colorado. “I’ve been traveling the world since I was three and have been to more than 40 countries. But Nepal is my go-to destination; I’ve been there 21 times! “ It is also home to his kids. “My wife and I have a son who works in our service department, two daughters adopted from Nepal and eight more kids in Nepal that we support. They are our daughters’ siblings and cousins. Three of them have been able to get visas and are now living with us in Nebraska and attending school here. “We are working on visas for the remaining five kids. All ten of these kids are in school, mostly university. Words fail me when I try to explain how blessed our family is to have all these kids.”

are actually nine peaks and I’ve summited all nine of them.” He is also the first American to ski from the summit of Manaslu, the 8th highest peak in the world.

Summit of Manaslu

Just for fun, Kay climbed all 58 of Colorado’s 14ers (peaks higher than 14,000 feet) and is currently working on climbing the Centennials (the highest 100 peaks in Colorado) when his not running two dealerships, motorcycling in the Himalayas or serving as a founding board member for the NPDA (see sidebar). “I have done 72 of the Centennials so far and have also climbed or visited the highest point in all 50 states. I believe there are five people who have done the Seven Summits, Colorado 14ers and 50 State Highpoints. I have been getting more and more into backcountry skiing over the last ten years and really enjoy it.” INTENTIONAL TOURIST Kay is anything but an “accidental tourist” — months of thought and planning go into something like summiting Mount Everest — and running two Dealerships is a monumental challenge every day. While he may not think of himself as a mountain climber, he is one of a very small handful of exceptional individuals who have climbed what he has climbed. “I consider myself a skier who also climbs mountains. I’ve skied on all seven continents and also climbed the highest peak on all seven. There are disputes as to how you define Australia and Europe so there

Summit of Denali

Several of the Everest pictures include Pasang Ongchu Sherpa and Sange Sherpa. “These amazing friends of mine accompanied me to the summit of Everest and then saved my life on the descent when I was hit with a serious case of HAPE - High Altitude Pulmonary Edema. I’ve climbed with them for ten years and think the world of them.”

“I am an avid motorcycle rider, primarily off-road and adventure riding. I have ridden in the US, Argentina, Ecuador, Morocco and Nepal and plan to ride the entire way around the coast of Australia next year. There is also a foggy plan to ride from Prudhoe Bay, AK to Ushuaia, Argentina one of these days.”

Preparing for the summit push on Everest with Phil Crampton, Sange Sherpa and Pasang Ongchu Sherpa

Continued on page 24

Summit of Kosciuszko

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Continued from page 23

Summit of Everest with Pasang Ongchu Sherpa

Summit of Kilimanjaro

Summit of Vinson Massif

WHAT IS THE SECRET OF STAR CITY’S SUCCESS? What is the secret to Star City’s success? Can it be replicated by other dealers? “Sorry, there is no secret wisdom hidden at the top of the world,” says Kay. “We have no real secrets. We work hard, take calculated risks and win more than we lose. I tell my staff that they aren’t trying hard enough if they never crash. I’m willing to absorb the occasional expensive error if we learn from it.” The one mistake that Kay is not willing to risk is discounting! “Dealers need to understand how counterproductive and damaging it is to discount. This is even more true right now with COVID limiting us.” Think reverse Nike mantra: “Just Don’t!” A great way to understand this is to run a test on paper. Double your parts sales while providing 15% off the selling price or double your unit volume and knock 10% off their prices. Factor in some increased payroll and direct expenses that occur with the growth in volume and you will quickly see how counter productive it is. And then realize that you are not likely to achieve the sales gains you wanted and the bottom line gets really ugly.

Summit of Aconcagua

Crevasse crossing on Everest

Summit of Carstenz Pyramid

Morocco

Ecuador

Morocco

Nepal service department

“Dealers also need to have a strong F&I program unless they like to work long hours for little to no net profit. A quick look at most 20-Club composites will show that the store’s net profit is not terribly different from what F&I is producing for a gross profit. Eliminate F&I and there goes your bottom line. We can’t thrive if we are working in a vacuum of information. 20-Club participation provides the big picture, the new ideas and the data to back them up.”

In addition to 20-Club participation, Kay believes in the mission put forth by the new National Powersports Dealer Association. So much in fact, that he was the first Dealer to stand up as a founding board member when the idea was presented. I wish dealers would understand that they own a business and didn’t just buy a low paying job. The bottom line from a dealer standing at the top of world: • Don’t Discount • Participate in a 20-Club • Join the NPDA • Count your blessings

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done by 20% of the people. I’d like to see that not be the case for us. Let’s break that that stigmatism. I think there’s a lot of personal benefits to dealers to join us whether it’s saving money on your credit card use or, or getting better rates for medical insurance or training. There are some selfish immediate reasons to join. I think that it’s it’s going to be a case of strength in numbers. If if a small number of dealers join, we don’t have that power that we would have otherwise. I have been in the industry since I answered an advertisement at Fay Myers Honda in 1981. I was going to be the cashiers assistant. I was going to work there for three months make some money for my next semester of school. Three months became 40 years!

ROBERT KAY STANDS WITH NPDA

would encourage my fellow dealers to join the NPDA for a number of reasons. Number one, we can’t do it without your help. We need everybody on board. The 80/20 rule unfortunately can be a problem where 80% of the work is

Dealers have so many issues that we have to take care of.... they are a complicated businesses. So any extra source of help that we can get, I think is valuable and necessary. If I can rely on somebody else to to handle things like finding medical insurance or a better rate on a credit card, or an issue with government regulations or whatever the issues are that come up and I don’t have to spend my bandwidth, handling those things that aren’t directly related to running the company. That’s a win for me.

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Dealernews Research By Dr. Paul Leinberger

HAPPY DAYS ARE HERE AGAIN?

3 Keys To Customer Loyalty In A Post-Pandemic World

s we head into the holidays, it finally looks like we are moving beyond the pandemic. Consumer confidence is rising, the Dow, Nasdaq and S&P 500 are setting record highs, and economic activity is regaining momentum. The jobless rate fell to 4.6% in October and The Conference Board — the nation’s top business research group — reported that the proportions of Americans who said they planned to buy cars, homes or major appliances all rose. Happy days are here again, at least according to the Conference Board, which has been around since 1916. Nearly half of their 2021 survey respondents also said they planned to vacation in the next six months – the highest proportion since February 2020, before COVID-19 devastated the economy. Stocks that were hurt by the pandemic are doing well again and stocks that rose during the pandemic are beginning to lose ground. For example, online travel company Expedia jumped 15.6% and home-sharing company Airbnb rose 13% after they each reported stronger than expected profits. On the downside was exercise equipment maker Peloton. It plunged 35.3% after turning in profit and revenue results that fell short of expectations. Back in April I said: “If the economy rebounds …there is a danger that consumer spending might shift away from powersports and towards categories where pent-up demand is the strongest – like travel, restaurants, live entertainment,

fashion and selected retail.” As I said then, I am not predicting a downturn in powersports sales. However, if the market stalls or turns down, you need to be ready. What does “ready” mean? It means you would be wise to heed the advice of Tigra Tsujikawa (in a letter to the editor in last month’s Dealernews): “Dealers should 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 do not only stay in the market, but impress their kids, family and friends about motorcycling in the future.” Of course, easier said than done. The pandemic changed how consumers shop, what they buy, and even what constitutes customer loyalty. Both your newly acquired customers and your loyal and committed customers have a new gamebook and play by a new set of rules. Time to call an audible! According to consultants McKinsey & Company, the “most successful retailers will be those that connect with consumers in new ways by leaning in on their digital, omnichannel and in-store technology ambitions.” Today’s “consumers are the ultimate surfers, hopping between channels, devices, and sites as they shop.” Given that consumer demands have changed, what should you do? What are the new rules for succeeding in the postpandemic future? 1) An Online Presence Is A Must As you already know, you need a strong online presence: a good website and an online store. The pandemic forced your customers to shop online and now that they have become accustomed to it, they have no intention of giving it up. According to McKinsey, more than 75% of consumers plan to stick with their new shopping behaviors post-pandemic. Consider your online presence – both your website and your online store – as your “front door” for your customers. It will be the FIRST place they will go to view your inventory, compare prices and check reviews. If they like what they see, most will then head to your store. Further, you need an omnichannel strategy that provides a seamless transition between online and offline shopping. Ideally, your online strategy will support your offline (in-store) strategy. For example, imagine your customer searching for a helmet on your website. When that customer enters your store, your mobile app should direct him or her to the aisle with the helmets and give them a comparison guide to further support their search. And it won’t stop there. Voice searches are the next frontier of retail. Today, it’s “Alexa, what’s the weather forecast?” Tomorrow, it will be “buy a birthday present for my son’s new bike.” This means you need to optimize your online store to target customers who use voice-only methods for online shopping. When it comes to technology, the future is coming fast. In the post-COVID world, your customers expect technology to facilitate their retail experience. Don’t shrink from the challenge; embrace it.

2) Delivery Is A Competitive Advantage Amazon spoiled consumers. Free and fast shipping has become table stakes for most products – even yours. Your customers want to do business on their terms, not yours. They may understand your supply chain issues and even sympathize with you. However, at the end of the day, they will be loyal to a business that can deliver what they want when they want it. No excuses. So focus on your delivery options and work hard to optimize them. 3) Your Store Is A Fulfillment Center… And An Entertainment Center Brick-and-mortar stores will transform post-pandemic into dual purpose spaces – fulfillment centers and entertainment centers. During the pandemic, you no doubt converted part of your retail space into a fulfillment center to meet the increased demand for online and BOPIS (buy online and pick-up in store) orders. This hybrid retail model will continue postpandemic and become purpose built. You will remodel your retail space to make fulfillment easier and turn your dedicated retail space into a high-touch, sensory-driven experience. In a post-COVID world, stores will become entertainment centers catering to the desire for human connection, discovery and community.

As the COVID quarantine recedes, the concept of a “day of shopping” will return. Instead of just selling, your store will become a center for browsing, shopping, dining and socializing. For example, if you want to draw more customers into your store on a Saturday morning, consider inviting them to join you, your local coffee roaster and your local bakery for a cup of coffee and a blueberry muffin while listening to live music from local musicians. And then invite them to join you for a late morning ride and a chance to test-ride your newest bikes. Your customer gets to experience three local retailers, socialize with friends and family, and you benefit from being the organizer. That is selling, post-pandemic style. Your customer has changed and you have responded by changing the customer experience. Everyone wins!

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 NOVEMBER 2021 29

Dealernews Research By Lenny Sims

BY THE BOOK

J.D. Power Valuation Guide

s we learned last issue, the motorcycle and UTV markets continued to rise through Q3. 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. Sportbike pricing raced ahead 21.7% higher. 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 brought 31.6% more than this period in 2019. So how did PWC and the adjacent boat biz do during this timeframe? As peak season drew to a close, pricing in all segments of the marine industry accelerating its gains over 2020 and 2019 in a similar trajectory to powersports.

Looking at individual segments, the most recent 10 model years of used outboard boat values averaged a whopping 36.6% more money in the September-October period than the same period of 2020. Stern drives performed just as well, bringing 34.4% more money. Inboards continue to see the largest year-over-year gain, at 47.5%. Personal watercraft brought 28.9% more money. Production of new boats and watercraft remains constrained, which means consumers are ready to pay up for used units, even in higher-priced segments. It looks like this dynamic will remain in place into 2022. The same shortages and shipping issues continue to constrain production of motorcycles and side-by-sides into 2022. This means the powersports market values should continue to ride high through the holiday 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.

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

15%

-15%

-7%

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60% 50% 40%

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*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

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Off-Road Interest Remains High Despite a dip in Side-by-Side pricing, reflective of smaller volumes and rougher products, Off-Road pricing trends continue to stay strong even as many dealers around the country prepare for winter. While we do not expect to see a repeat of the abnormally high pricing trends from the winter of 2020, with very little new unit inventory in dealerships we expect used product demand and pricing to remain relatively high as consumers shift their focus to dirt roads, snowy mountains, and dusty trail heads. Even with AWP running above last year’s levels, now is the best time to begin stocking up all product types for the spring selling season.

20%

METRIC CRUISER

Sport Increasing Product Mix Overall, the Metric segments have been increasing in model age for the past few months, which is a main driver of the current decrease in their AWP. While auction volumes for Metric Cruisers have been flat, Sport Bike volume, as a percentage of the total auction volume, has been rising since late 2020. Domestic Cruiser inventory, typically the largest volume segment, has been declining over the same timeframe on a percentage basis.

25%

DOMESTIC CRUISER

Mixed Fluctuations in Pricing With the fall season setting in, pricing trends are reflecting normal seasonality while AWPs remain higher than prior years. On-Road products continued to hold good value vs short-term comps. Average Wholesale Prices (AWP) for both the Domestic Cruiser and Sport Bike segments were stable in October with a nice bump in Dual Sport values, up ~4%. Metric Cruisers saw the largest change within the On-Road segments, sliding 6% vs the prior 90 days.

33%

DOMESTIC CRUISER

OCTOBER AWP IN REVIEW

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So there’s our angle. Dealer SIC codes are the key to unlocking the question “Who Are You?”. But here’s another wrinkle. All businesses have a primary SIC code, which identifies their main focus or revenue stream. A business can also have up to 5 secondary SIC codes which further identifies other sources of revenue (in no particular order). So between primary and secondary code assignment, you can get a pretty good feel for a dealers revenue streams. First a little housekeeping. Since our powersports industry data sets include a limited number of electric bicycle dealers, they have been removed from this analysis. Additionally, powersports products sold exclusively through big box retailers (e.g. Home Depot’s ‘Vector’) have also been removed. This gives us a universe of nearly 16,000 locations for analysis.

Dealernews Research By Don Musick

WHO ARE YOU?

owersports dealers…. right? Not so fast. Doesn’t your local lawn & garden shop sell UTVs? And what about golf cart dealers, farm equipment and construction equipment retailers? I’m pretty sure that most John Deere, New Holland, Cub Cadet, Toro, Club Car, EZGo, Bobcat or Caterpillar dealers don’t identify as powersports retailers. How about boat dealers and marinas selling PWCs? I doubt that they identify as powersports dealers either. The point is that the Powersports Industry sits at the intersection of a number of adjacent verticals. Fingers in many pies so to speak. So how can we tease out a profile of what constitutes a “Powersports Dealer” from such a diverse landscape?

SIC An integral part of our annual powersports OEM dealer network profile is to append each record with financial and business data sourced from Data Axle (formerly InfoGroup). Data Axle’s annual profiling of U.S. businesses includes information on SIC or “Standard Industry Classification Codes”. SIC codes were originally developed by the Federal Government in the 1930’s as a means to classify U.S. businesses. However, SIC code updating was discontinued in 1987 due to inconsistencies arising from years of revisions and deletions. Although SIC codes were replaced in 1997 by the more robust “North American Industry Classification System” (NAICS) , SIC codes are still in use today.

WHO’S ON FIRST? The primary SIC code describes the principle revenue driver of a business. A ranked summary of our powersports dealer data (table 1 below) spans 694 primary codes, with 38 accounting for 80% of the total. It’s not surprising to see “Motorcycles & Motor Scooters-Dealers” at the top of the list at 16.55% of total locations, but note that the next two “Farm” SIC categories also account for as much. In fact, adding all of the “traditional powersports” centric SIC categories in the top 80% (underlined), they collectively account for only 23.53% of total locations.

WHAT’S ON SECOND? As outlined above, a business can have as many as 5 secondary SIC codes. So to dig a little deeper into the profile, we examined the secondary SIC codes collectively, again ranking them by volume. Keep in mind that the number of secondary codes can vary from 0 to 5, so this analysis will reflect overall averages. The next table summarizes the profile of secondary SIC codes. In this analysis, 80% of total locations are spanned by 86 SIC codes. The distribution of classifications is not nearly as definitive as the primary, moving the first “traditional powersports” class into a close 3rd slot with its related categories dropping from 23.53% to 16.64% of locations (underline). The lack of a definitive pattern of secondary SIC codes may be a reflection of inconsistencies in the underlying SIC codes. Fortunately, Data Axle also provides the more standardized, detailed and updated NAICS codes with their data append service (primary only).

Also, the multiple primary SIC codes that characterize “traditional powersports” dealers have been folded into a single NAICS code accounting for a nearly identical total of 25.47%. Similarly, the two “Farm” related NAICS codes total a similar 23.60%. At this point we have a reasonable profile of the industry segments that contribute to the makeup of a typical powersports dealer. However, thus far, we’ve only considered location counts by SIC or NAICS code which says nothing about their relative financial performance. Clearly, the cost of goods sold will have a significant impact on annual revenues. Once again, Data Axle comes to the rescue with algorithms that can estimate annual dealer revenues.

Continued on page 36

NAICS The analysis of NAICS codes is illustrated in the next table. The first thing that jumps out is that the 80% threshold is spanned by only 13 NAICS codes. A much cleaner list for sure! In fact, the 694 primary SIC codes profiling the industry is reduced to a more manageable 281 NAICS codes.

NOVEMBER 2021

Continued from page 35

DOLLAR FOR DOLLAR For this last analysis, we’re going to stick to the NAICS codes in the top 80%. Conveniently, the Data Axle algorithms are capable of segmenting business into the 9 revenue categories shown in the table above. The mid-point values of each revenue category were combined with corresponding location counts to generate mean per-dealer revenue values for each NAICS code. The grayshaded areas indicate the mean revenue range calculated for each NAICS code. Calculated per-dealer values appear in parentheses at the end of each NAICS description. This table encapsulates storefront footprints as well as relative financial contributions. There’s quite a spread from as low as $560 K to as high as $41.86 M with “traditional powersports” dealers slotting in at an average of $4.52 M. Finally, the question of “Who Are You” turns out to be a little more complicated once you’ve pulled back the curtain!

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

VOLCON SHOCKS WALL STREET Solicits Dealers - Page 41

ENERGICA POWERS UP!

Flips The Switch On US HQ - Page 43

ZERO + 20%

Adds Up For 2022 - Page 44

CURRENTS+

VOLCON SHOCKS WALL STREET, SOLICITS DEALERS

Volcon ePowerpsorts is now a publicly traded company — stock ticker: VLCN. The Wall Street types were presented with this prospectus: “Volcon is the first allelectric, off-road powersports company,” demand for its inaugural vehicle the Grunt, a two-wheeled, all-terrain, off-road motorcycle, had reached $1,700,000 in customer orders (277 units) and up to $4,200,000 in refundable reservations for 708 more.” “Volcon is proud to announce that we are now listed on the NASDAQ,” says CEO Jordan Davis. “Our collective mission is to enhance the outdoor experience while reducing our environmental footprint, so that adventurers and workers alike can enjoy the outdoors with peace of mind and preserve it for generations to come. Look for our ticker symbol: VLCN⁠ . ” Now comes the time to build a dealer network. Over the course of the next 12 months, Volcon will partner with some of the nation’s biggest powersports dealers in order to accelerate the rollout of Volcon products across all 50 states, according to Melissa Coffey, Volcon ePowersports Director of International Sales & Business Development. “Since we first introduced the Grunt to the public in 2020, dealership requests have flooded in from all over the world, receiving over 200 inquiries in just the US alone and more than 50 internationally. “We’ve already begun early discussions with established powersports dealers and it has been very rewarding to hear that they already know about the Volcon brand and have been following our progress since the beginning,” claims Coffey. “It’s confirmation that we are in the right place at the right time with the right products!” Experience the power of silence investor video here: https://www.youtube.com/watch?v=UJR1ZSvCwX4

WHAT’S IN A NAME?

EZGO Introduces 7 EVs Not to be confused with the line of electric golf carts and utility vehicles from Textron-owned E-Z-GO (which has been based in Augusta, Georgia since 1954), EZGO Technologies Ltd. (Nasdaq: EZGO) launched seven new “EZGO” models at the 39th China Electric Vehicle & Parts Exhibition in Jiangsu, China. The Company anticipates sales and marketing promotions for the four ultra-high-speed electric motorcycles to be focused in American, European and other markets. The trademark of EZGO used on e-bicycles is still under application. “We are thrilled to have launched our newly developed EZGO brand and new line of products at the Exhibition, which is one of the most influential and well-regarded events for the electric vehicle industry,” proclaims EZGO CEO Jianhui Ye. “This launch is yet another step forward in EZGO’s growth strategy as we remain focused on becoming China’s leading short-distance transportation solutions provider. We look forward to bringing our premier line of ultra-high-speed electric motorcycle products to overseas markets as we seek to expand our international following.” Four “ultra-high-speed” electric motorcycles were unveiled at the China EV Expo: the “Devil,” “Little Angel,” “M9” and “Zhuque” (model names may be subject to change), along with three eBikes. EZGO’s portfolio of brands now include EZGO, Cenbird and Dilang. For more of what EZGO is charged up about, click here: www.ezgotech.com.cn.

RINDEV UP & RUNNING

With more than $2 million in pre-orders since August 30, recreational vehicle disruptor RINDEV is charging into the electric side-by-side sector with no governor on the rheostat! Designed to address issues of global warming and overall experience, the design brief calls for more than 500 hp and 350+ mile range with a minimal environmental footprint. RINDEV is also made in America, eliminating some of the supply chain SNAFUs.

“At RINDEV, we have designed a vehicle to take you into the future,” claims Founder and CEO Art Kronish. “Nothing has been spared in the development, design, and especially in our conservation efforts. We have merged our passion and responsibility to provide the ideal outdoor experience, one that will be unparalleled by any other side-by-side!” To combat global environmental issues, RINDEV is engineering a technology platform to electrify the powersports industry. These vehicles will replace the traditional internal combustion engine with electric motors. With consumer driven engineering, RINDEV is providing a solution for each of its vehicles that will be durable and resistant to all seasons and all weather conditions. In order to remain at the forefront of sustainable practices, RINDEV has partnered with Tread Lightly!, the nonprofit committed to protecting access to public lands and promoting responsible outdoor recreation through training, education and stewardship. RINDEV’s vehicles sport a sharp, modern look presented by world class Chief Designer, Steve Jennes. RINDEV is also supported by seasoned powersports consultant Gary Gustafson. Click here to see the future of the UTV market: https://rindev.com/

CURRENTS+

SHIFTING GEARS

Canadian-based EV disruptor Damon is expanding into the U.S. in advance of its ballyhooed HyperSport motorcycles launch with a new R&D facility in the San Francisco Bay Area and adding industry veteran Phil Gow as VP, Power Systems and Bay Area General Manager. “As we enter the production phase of our HyperSport motorcycles, it is important that we look to the future and continue to surround ourselves with top talent,” said co-founder/CEO Jay Giraud. “As a result, we’re excited to open this new R&D facility and bring aboard Phil Gow, whose battery expertise is unmatched.” Gow is a battery systems expert with more than 25 years of experience working at tech innovators like Apple and Google. His career spans a wide range of battery and energy technologies including Lithium-ion battery systems, solid-state Lithium batteries, Lithium Sulphur, NiMH as well as alkaline & direct methanol fuel cells. In his role as Damon’s VP, Power Systems, Phil will lead powertrain engineering efforts with a specific focus on battery systems and electronics development. As Damon’s Bay Area General Manager, Now will also oversee operations at the upcoming R&D facility. “Damon is a company with a strong vision, aggressive goals and an incredibly capable team that is delivering on its mission to create groundbreaking motorcycles,” Gow added. “I am excited to join this dynamic company and further develop and evolve Damon’s transformative electric motorcycle products into the future.”

DAMON CHARGES AHEAD

Based in the Bay Area, the new Damon R&D facility will primarily focus on battery operations, specifically the testing, development, and manufacturing of HyperDrive, the world’s first monocoque-constructed, 100% electric, multi-variant powertrain. It will also concentrate on prototype vehicle assembly and testing. “Damon is about more than just the motorcycles—it’s also about the people that ride them or even just dream of riding them, and how they experience them,” explained CEO Jay Giraud. “Since our launch at CES 2020, we’ve organically grown a large loyal following who share in our excitement to bring the HyperSport to the road. The Damon Lab will serve as a hub for this community to connect on all things Damon. With more than $42M in orders for the HyperSport motorcycle, interest in Damon continues to grow. The Damon Lab is an exclusive online community for Damon fans, EV enthusiasts, media and motorcycle lovers to connect with like-minded individuals. Damon Lab members will be first to receive updates and exclusive sneak peeks of what’s happening behind the scenes as the company moves into production. It is also a place for Damon Lab members to share their product R&D ideas, thoughts, and experiences. Currently being developed in San Francisco, the R&D facility will create new jobs in the region and will be fully functional by year’s end.

OH CANADA…

Closer to home, Damon announced it will build a cleantech manufacturing and R&D plant in Surrey B.C. The state-of-theart, 110,000 square foot facility, being developed in partnership with Bosa Properties, will serve as ground zero for production of Damon’s flagship HyperSport. Surrey Mayor Doug McCallum and Bruce Ralston, British Columbia Minister of Energy, Mines & Low Carbon Innovation, were among the dignitaries in attendance. As Damon accelerates a clean energy future with our electric vehicles, we’re also introducing a cleaner, industry-leading manufacturing process,” said Jay Giraud, co-founder and CEO, Damon Motors. “We’re excited to produce our highly anticipated HyperSport motorcycles here in Surrey, British Columbia and look forward to this world-class facility delivering the safest and cleanest premium, high-technology motorcycles on the market.” The new Damon manufacturing plant is expected to stimulate Surrey’s local economy with several hundred jobs. Projections suggest that by 2025, the plant will create more than 300 hightech manufacturing jobs and more than 500 high-tech office jobs. “B.C. is home to many innovative clean-tech companies that are helping us grow as a leader in the electric vehicle sector,” said Bruce Ralston, Minister of Energy, Mines and Low Carbon Innovation. “We’re proud to support Damon Motors who will help us meet our Clean BC goals and create new good-paying jobs in the province. The strength of the innovative approach Damon Motors exhibits will propel the company toward being a global leader.”

ENERGICA POWERS UP U.S. OPERATION

And Flips The Switch On U.S. HQ Led by the EsseEsse9+ model, Italian e-pioneer Energica has navigated the shipping SNAFUs and is delivering pre-sold inventory to its U.S. Dealers. It had also flipped the switch and brought its new U.S. HQ online earlier in the spring. “The worldwide interest in the Energica brand is confirmed, particularly in the American market,” says Giacomo Leone, Energica Sales & Field Marketing Director. “More than 30% of the orders come from the USA”. The “current” Enerigica Dealer base continues to charge ahead, led by flagship stores like Pro Italia, there is a baker’s dozen in the U.S. but room for more as soon as production and supply concerns can be addressed. “Production continues at a fast pace, in order to quickly satisfy clients in Europe, United States and Asia,” adds Leone. Meanwhile, the HQ – already in use – will be the main hub of commercial operations in the United States as well as the showroom for all models of the Energica range. #StayCharged click here: https://www.energicamotor.com/

NOVEMBER 2021

“We consistently work to deliver massive steps forward and not just incremental improvements to our powertrains and our products,” Paschel states. “As part of that effort, a relentless focus on range improvements, driven by battery capacity and powertrain efficiency, provide the foundations that allow us to transform the rider’s experience and drive acceleration in electric vehicle adoption and sales. These leaps forward in battery technology in our 2022 model line have set a new standard for Zero Motorcycles.” Cypher Translates To Game-Changer… Now And In The Future

ZERO = 20% MORE FOR 2022

“

eing the brand that both defined and continues to lead the category of electric motorcycles means that we have the responsibility to push the boundaries of what is possible in electric powertrains,” said Sam Paschel, CEO of Zero Motorcycles at the virtual global launch on November 4. Paschel proclaims the increased energy density found in the new for 2022 Z- Force lithium-ion batteries boost Zero’s already best-in-class standing by up to 20%. The Z-Force power packs come in 14.4+ kWh and 15.6+ kWh options. The “+” designation noted in the pack size indicates additional capacity increase opportunities of up to 17.3 kWh. The larger 15.6+ kWh battery configuration will be available on the premium street models of the 2022 SR/S and SR/F and the 14.4+ kWh will come on standard SR/S and SR/F as well as the 2022 SR. Couple that with the optional “Power Tank” that creates nearly 21 kWh of onboard energy storage delivering an industry-leading 227 miles of city range and 113 miles at 70 mph.

This quantum leap forward is made possible by on demand upgrades via Zero’s Cypher II+ operating system that will enable additional battery capacities and optimized performance to be unlocked online, “The Cypher Store is an on-demand marketplace of feature upgrades for Zero Motorcycles,” Paschel pointed out appropriately at the virtual launch of the 2022 models. “It represents a major breakthrough in vehicle adaptability and a first for the powersports industry.” The latest iteration of the ground-breaking Cypher III+ operating system comes standard on 2022 SR/F, SR/S and the all-new 2022 SR models. Cypher III+ also grants owners of those motorcycles access to a suite of range, performance, and feature upgrades on the Cypher Store. Accessible with the tap of a finger, the Cypher Store features a variety of performance options, available either through the Zero Motorcycles mobile app or online at www.zeromotorcycles.com/cypherstore The initial suite of upgrades to be released in Q1 of 2022 includes: Faster Charging Extended Range Speed & Performance Boost Park Mode, Heated Grips On-Dash Navigation All of these upgrades are optional for 2022 SR/S, SR/F, and SR with more features and expanded model compatibility planned for subsequent model years. Plans also call for retrofitting some of the Cypher II+ tech as a dealer-installed upgrade for early models. “The opportunity to customize your motorcycle on-demand is nothing short of revolutionary in the powersports industry,” explains Jeremy Kent, GM of Software and Parts & Accessories for Zero Motorcycles. “We’ve created the ability to instantly improve the performance of our products without much more than a Wi-Fi signal, offering a dramatic shift in how Zero’s motorcycles can grow and evolve along with the owner.” All Cypher Store upgrades will be available for purchase and installation on the Zero Motorcycles mobile application, website, or even directly from any Zero Motorcycles dealership worldwide by early Spring 2022.

Zero Motorcycles 2022 SR

ame-changing new battery technology and access to Cypher Store upgrades headline the long list of improvements to the 2022 SR. The original electric street motorcycle, the SR, is one of Zero’s most successful and longest running models. The 2022 SR improves on that historic model in every way. Built on Zero’s distinctive exposed steel trellis frame, the 2022 SR shares the performance DNA of Zero’s most premium options at a more affordable price.

DEALER FOCUS FOR 2022

ack in September, the first of the 2022 range was released with an emphasis on retail channel. “Supporting our dealer network is a key priority for Zero,” said Mike Cunningham, VP of Sales for the Americas for Zero Motorcycles at the time. “This early release of select 2022 models is a great way to do that in the face of an unyielding demand for Zero Motorcycles.” Zero recognizes that a critical aspect of supporting the dealer network isn’t just bringing new inventory to market, but also making certain that inventory offers a distinct rider benefit, according to Cunningham. The 2022 Zero S, DS, and DSR are all powered with the company’s proprietary Cypher II Operating System (the SR range gets the top of the line Cypher II+ and Power Tank updates). The 2022 models include Bosch ABS standard and Bluetooth connectivity module to pair the machine to the mobile app for rider customizations. In addition to the industry standard in OS for electric motorcycles, these models also received updated hardware in the form of a full-color, optically bonded, 5” TFT display that is as sharp as the performance of the underlying motorcycle.

“The SR is the motorcycle that really established the electric naked street category and it’s significant that it be the first model to introduce all of these new technologies,” explained Abe Askenazi, CTO of Zero Motorcycles. “Now, with the array of never-before-seen features, the SR is the most adaptable motorcycle ever and is poised to maintain its prominence for years to come.” The 2022 SR is powered by the proven ZF 75-10 motor tuned to deliver 122 ft-lb of torque, 74 hp, and reaches a top speed of 104 mph. Enabling the Speed & Performance Boost via the Cypher Store unlocks the full capabilities of the motor as well as upgrades to the SR to Advanced Bosch Motorcycle Stability Control, which adds cornering capabilities to its existing straightline ABS, traction control, and drag torque controls. When equipped with all available Cypher Store battery capacity upgrades and the additional Power Tank accessory, available in early 2022, the SR’s total battery capacity can be increased to 20.9 kWh – Zero’s largest onboard battery capacity ever. Also new to the SR is the ability to charge from the public EV charging network via standard J1772 connections. The 2022 SR comes in Thermal Red, retails for $17,995, and will ship to Zero Motorcycles dealerships worldwide through Q1 2022.

The 2022 Zero S naked street motorcycle gets 89 miles of range through city streets, is capable of a top speed of 98 mph, comes in Twilight color and produces 78-foot pounds of torque and 46 horsepower from the Z-Force 75-5 passively air-cooled, high efficiency, radial flux, interior permanent magnet, brushless motor which is supplied energy from a Z-Force 7.2 kWh lithiumion battery, and retails for $11,195. The trail-ready 2022 Zero DS comes in a Quicksand colorway and is also powered by the Z-Force 75-5 motor and can achieve 98 mph while getting 82 miles of off-road adventure, carries a Z-Force 7.2 kWh battery, and retails for $11,195. The 2022 Zero DSR comes in Black and is the R-type variant of the dual sport model DS and is powered by a Z-Force 75-7 passively air-cooled, high efficiency, radial flux, interior permanent magnet, brushless motor that is capable of 102 mph while producing 116 foot pounds of torque and 70 horsepower, is fueled by the Z-Force 14.4 kWh power pack, gets 163 miles of range on city streets or off road, and retails for $15,695.

NOVEMBER 2021

YOUR INDUSTRY’S TRADESHOW IS BACK!

NEW PRODUCTS NETWORKING EDUCATION INDUSTRY PARTY SHOW SPECIALS DEALER MEETINGS

MORE INFO AT WWW.AIMEXPOUSA.COM

SHOWTIME

RIDE.WITH.US.

MIC Invites The Industry To A Ride Page 48

SAND SPORTS SUPER SHOW The Show Must Go On! Page 50

HANDSTANDS @ 100 MPH Desert Racers Reunion Page 54

SHOCKING CONCLUSION @COTA AHOY POLLOI!

Now hear this: The IP pirates are out in force and it is time to repel the boarders! “Just a friendly reminder as we get closer to the show… The SCAMMERS are out in force,” notes AIMExpo Director of Marketing & Events Andre Albert. “AIMExpo doesn’t sell any attendee lists/information EVER! We do NOT use any third party housing companies, EVER!” All of those generous offers to secure you a block of rooms in Las Vegas at a greatly reduced rate are not coming from AIMExpo or the Motorcycle Industry Council. Same holds true for companies being offered a great buy on a database of all registered attendees. THIS IS FAKE: Dear Exhibitors, American International Motorcycle Expo 2022, Registrant Attendee list is available now. We’ve been working hard to reach more visitors on your Booth. Could you let me know if you want to receive the Attendee List by emails?

On the topic of show attendees, the numbers are in for the inaugural Electrify Expo held at Circuit Of The Americas last month. And they are shocking… shockingly good for a firsttime event! Austin Recap: 21,150 attendees; 4,324 EV Demo Rides; 13,371 E-Bike, E-Skateboard & E-Scooter Rides. “I’d be sad about our first year coming to a close if I wasn’t so excited about what 2022 is going to bring,” says event promoter BJ Birtwell. Dealernews covered the SoCal show debut earlier in the year and noted there were a dozen cross-over eBike/Motorcycle companies participating in the Electrify Expo series of events, including LiveWire and Super73: https://issuu.com/dealernews/docs/issue_10_ october/54 “This event tour is a game changer for electric vehicle adoption. If you want to participate in 2022, or know someone who should, please send me a message,” conclude Birtwell. “We are signing brands up now!” https://www.electrifyexpo.com/contact

In terms of marketing efforts, we provide you OPT-IN Attendee list at discounted price. 9 out of 10 conference attendees influence buying decisions in their facilities. Interested in list — just reply back as “Send Counts and Cost”. Regards Caroline Hunter “If you have any doubts about someone emailing you about AIMExpo, please contact us directly,” Albert adds. “Caroline Hunter, Olivia Smith and the others do NOT work for AIMExpo… we don’t even know them!” #badolivia #whoisoliviasmith #notus #scam #scammers #piratesarebad #aimexpo #aimexpo2022 #customerservice

RIDE.WITH.US.

Industry Invite To better demonstrate what the new Ride With Us program entails, the Motorcycle Industry Council extended a personal

invitation to all powersports industry staff who have not yet had a taste of two-wheeling to sling a leg over a motorcycle and see what the fun is all about. Invites were sent throughout the target-rich environment of Southern California, encouraging all industry staff to sign up for a special Ride With Us Moto Intro in Costa Mesa, California, the day before the activations were open to the public at the year’s final Progressive IMS Outdoors event. In the past six months since the beta test held in conjunction with Comoto’s Get On! Moto Fest in Dallas, more than 500 people across the country have participated in the MIC’s Moto Intros. And many have started their journey to becoming a rider, helping achieve MIC’s ultimate goal of “more riders riding more.” “We wanted to host anyone working in the powersports industry looking for their first ride experience,” said Cinnamon Kernes, MIC vice president of market expansion. “Those who already ride were welcome to come down and cheer on new riders, say hello to the Ride With Us team, and see what we do, but it was for those first timers that we wanted to really reach.” Dealernews Production Manager Brenda Stiehl jumped at the MIC invite to Ride.With.Us… she had so much fun, she stayed for a second session. Looks like we have another rider ready to ride more. See what you missed here: https://ridewithus.com/

COUNTDOWN TO AIMEXPO

With less than 2 months to go, the powersports industry is gearing up for a big reunion in Las Vegas in January 2022. “For the first time in more than two years, we get to conduct business face to face and build on the momentum the industry has seen over the past two years,” notes Andre Albert, Director of Marketing & Events. Dealer Education, Distributor, Aftermarket and OEM exhibitors, Show Specials, Networking opportunities and OEM Dealer Meetings will take over the Las Vegas Convention Center and our host hotels during AIMExpo giving you the opportunity to work smarter, not harder over three days in Las Vegas. Register now to attend North America’s largest and most important powersports tradeshow: https://www.xpressreg.net/register/aime0122/landing.asp

Gordon wasn’t the only one on the gas. Polaris teamed with Troy Lee to roll out a new Limited Edition General. “The collaboration is a fusion of Troy Lee’s undeniable creativity and signature race-inspired aesthetic with the proven performance, unmatched comfort, and unrivaled versatility of the Polaris General platform,” explained Chris Judson, VP of Ranger, General and ATV platforms for Polaris. “Troy Lee is a boundary-breaker, carrying his iconic speed-inspired creativity across multiple disciplines and sports, and we’re extremely proud of the partnership we’ve maintained over the years.” In spirit of the exclusive nature of Troy’s artistic work, only 700 will be available worldwide, each numbered with a unique metal badge in the interior.

SAND SPORTS SUPER SHOW Back On Course…

he show must go on! Especially when it has become the de facto UTV industry expo at a time when the sideby-side segments has become the hottest selling niche in all of Powersports. In a return to a sense of normalcy, the iconic Costa Mesa Fairgrounds played host to the Sand Sports Super Show for the first time in two years on September 17-19 — just in time for Dune Season. Pent up demand resulted in a return to the traditional venue and the industry was back full speed ahead… Literally! Speed UTV founder Robby Gordon chose the show to go WFO into the retail realm. “Super Stoked with the results from the Sand Sports Show this weekend,” said the racerturned OEM. “Speed UTV is now in the UTV Business as a Manufacturer and we sold more than 100 of the RG Edition models in 48 hours.” Limited Edition models include Speed carbonfiber race seats, bead-lock wheels, Speed Roof, Speed 5 Point Harness, and Speed Custom Speed Graphic Kit.

“I’m really stoked to be involved in this project, as the Polaris General speaks to my passion for innovation and performance,” said Troy Lee. “I love working on limitededition projects, and Polaris has been a great creative partner. I can’t wait to see how the public reacts to the design of this machine.” This collaboration is the latest in a long-standing relationship between the two brands, including Polaris’ sponsorship of the Troy Lee Designs Red Bull/GasGas Factory Race Team and an extensive line of cobranded helmets, jackets and other soft goods. In 2021, Troy Lee also designed the 2021 Dakar livery for the RZR Factory Racing Team.

Speaking of Dakar, Yamaha was back in its traditional space, showing off 2022 updates, but the highlight of the stand for Dakar fans was a firsthand look at Pablo Copetti’s rally quad. Sponsored by Southern California’s largest dealerships, the Del Amo Motorsports had finished its shakedown runs and was Rally-ready. “The quad is ready to go to Saudi Arabia for the Dakar Rally,” claimed Copetti. “El quad está listo para ir al Dakar Rally 2022.”

Pro Armor sounded off by joining with SSV Works to present a compact cage speaker kit. This 2-Speaker audio system has looks to match the sound with multiple color bezels and clamp sizes (1.75”, 1.85”, 2”, Profile for General, J-Hook for Ranger). ProArmor collaborated with SSV Works as well as promoting some of their propriety offerings like Formula steering wheels… they also tried to steer customers toward their pre-mounted Tire & Wheel packages on all tire & wheel combinations. Adjacent to the Yamaha stand was the Can-Am experience, complete with a virtual reality race simulator and the everpopular screen-printed shirts for hands-on customer data collection. Smart and popular!

After a COVID caused detour to Scottsdale and attempt to combine the show with the Off-Road Expo in 2020 which literally left fans standing in the sun waiting to get into a show that never opened, Costa Mesa is home once again to the stand-alone version of the Sand Sports Super Show. The show is set to return September 16-18, 2022. Stay tuned for updates at: https://www.sandsportssupershow.com/

SHOW STANDOUTS As impressive as the OEM offerings were, it is the aftermarket that really shines at the Sand Sports Super Show. Performance Machine has expanded beyond the V-Twin market and chose to roll out UTV wheels at the Sand Sports Show. “Our USA-Forged Aluminum wheels are the strongest that money can buy. Each wheel design is tortured in our testing department that pushes the strength and durability beyond real world use.” Like all Performance Machine Off-Road wheels, the Race is made from forged 6061-T6 aluminum and is offered in a 15” x 7” wheel size for up to 35” tires with two offsets for UTV’s with 4/156 or 4/137 bolt patterns. Available in Raw Machined and Black Contrast Cut finishes. They also premiered a range of radius rods for RZR, Can-Am and Talons and of course disc brake kits.

NOVEMBER 2021

Talk about scope creep! Instead of a simple movie screening, “Handstands” grew into a “happening,” one that included a 90-mile Dual Sport Ride followed by an afternoon celebration/party complete with a historic Baja/Desert motorcycle racing exhibition. This classic iron represented the entire history of the sport and is the first time all of these landmark machines had ever been assembled at one time. Thanks to several vintage motorcycle collections, we had many bikes that made desert racing history on display. From Eddie Mulder’s AMA National Hare & Hound Championship winning 1963 Triumph to the current SCORE and BITD #1 plate holders were fascinating to see the progression of technical development on display.

Handstands At 100mph – A Celebration Of Baja/Desert Motorcycle Racing Will Zero Emissions Mandate The End Of An Era? By Scot Harden

recently co-promoted “Handstands At 100mph” with Baja legend and all-around good guy Johnny Campbell. Its mission: Honor the legacy of the men and women of Baja/Desert motorcycle racing, recognize its past champions and legends, the pit crews, sanctioning bodies, sponsors, families and fans who dedicated their lives to the sport. Finally, we hoped to draw attention to the sport to inspire future racers to aspire to this unique form of two-wheel competition, keeping it relevant for years to come. It sounded like a good idea at the time… Initially, the event would be a low-key evening centered around watching the newly remastered 50th Anniversary Edition of On Any Sunday with perhaps 75-100 friends and family from our Baja/Desert racing fraternity. Seemed like a good excuse to get together. We wanted not only to support Todd Huffman’s effort to bring this landmark movie back on its Golden Anniversary, but to share it with friends from the desert racing community similarly impacted by the Bruce Brown classic. So many of us started our careers because of On Any Sunday.

Johnny Campbell and Scot Harden approve!

Somewhere in the process, our little gathering grew from 75 to more than 350 guests. Fortunately for Johnny and me, our friends, family, and the fine folks at Doffo Winery came to the rescue and helped us pull the whole thing off!

Murderers Row, moto style. This lineup killed it in desert racing back in the day!

how much the sport has changed and a reminder of the adversity the sport has faced. Land use issues have already led to the demise of legendary events like the Barstow to Vegas and the Check Chase River Run to the Colorado River. Sanctioning bodies must jump through many costly hoops to acquire the necessary permits while riding areas, and access to the amount of land available for such events becomes ever more constrained. Somehow Racing organizations like Best In The Desert and SCORE have kept the sport of long-distance off-road desert racing alive both in the United States and in Baja, but it hasn’t been without its challenges. At the same time, the costs of putting on such events from a financial, staffing and political standpoint continue to rise. The AMA National Hare & Hound Series, District 37 and other western regional desert series have also been forced to adapt to remain relevant. They’ve morphed to the point where desert racers from the ‘60s and ‘70s would have a hard time comparing the 150 - 175-mile-long nationalcaliber Hare & Hounds of past decades to the 80-mile-long races of today. Of course, even the desert has changed. HANDSTANDS AT 100! Where the overall leaders of desert races in the 1860s and ‘70s often broke virgin trail, with a wide variety of racing locations, such conditions no longer exist today. Because the public riding areas available for desert racing have become so limited and confined, the desert doesn’t get a chance to recover, and today’s racecourses are situated in high use areas consisting of miles of endless whoops 2-3 ft deep. In many sections of Baja, it’s even worse with 800 horsepower Trophy Trucks with 40” tires and 37” of travel creating 3-4 ft deep whoops for miles on end. What rocks remain are anchored to the center of the Earth. Highly used areas like those around San Felipe are nothing more than a series of treacherous, ultra-high-speed whooped runs with hidden, hard to see rocks ready to grab an unsuspecting front wheel. After all, where do you think the term “Handstands at 100mph” comes from?

The Hardens and the Campbells with Mark, “The Wheelie Kid” from On Any Sunday.

LAND USE ISSUES Like any true off-road adventure, what started to be one thing turned into something entirely different. In the end, we were reminded how blessed we are to have grown up through the period from 1960-2021 and to have been able to race all the classic desert races. Races like Barstow to Vegas, the Check Chase, Mint 400, Baja 500, Baja 1000, Parker 400, Las Vegas 400, Vegas to Reno, AMA Hare & Hound Championships, World Hare & Hound Championships… all are desert classics. It also served to draw attention to just

Despite the land restrictions and deteriorating course conditions, the sport of desert motorcycle racing and its racers have demonstrated remarkable resiliency. We’ve adapted because the appeal of racing a motorcycle at speeds across the desert or in Baja remains strong. And more importantly, the adventure/life experience found in these beautiful, remote and fascinating desert environments remain unmatched. The desert racing experience is synonymous with family, camping, club activities, and communing with nature. There is a lot to be said for Baja/Desert racing on many levels. Because of its broad appeal, it has held its own, and I would say we are in good shape for now. What concerns me the most is what lies ahead, especially regarding the mandated move to zero-emissions vehicles. Let’s face it; the handwriting is on the wall. The State of California, Continued on page 54

NOVEMBER 2021

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along with several other states and many manufacturers, has committed to complete conversion to zero-emissions/ electric vehicles by 2035. Electric vehicles and the technology that drives them have a lot going for them. No one knows more about or appreciates the unique riding experience and advantages they offer than I do. A SHOCK TO THE SYSTEM As VP of Global Marketing for Zero Motorcycles for six years, I grew to love electric motorcycles. For specific applications, they already have a lot going for them. What concerns me most is when I hear about mandates limiting access to public land to zero-emissions vehicles by as soon as 2030, something California is currently considering. Compounding the issue, California just terminated the Red Sticker program, which means many competition motorcycles are no longer eligible for use on public land in the Golden State. Once California mandates total zero emissions, other states will follow. It will fundamentally change the way we experience the sport, not to mention the great outdoors on a motorcycle. It all comes down to range and recharge times. Electric motorcycles won’t have sufficient range unless there is a breakthrough in battery technology. For example, Zero’s popular FX model will currently only deliver 15–20-miles at best under off-road race conditions. More importantly, recharging infrastructure on public lands is non-existent. It makes it virtually impossible to use electric power for desert racing motorcycles or even long-distance adventure motorcycles. I already hear all the comments about how we will innovate and develop our way forward, that the batteries of tomorrow will be much more energy-dense… And I agree. I am sure that batteries in 10 years will be much more robust. However, when you consider that battery development is driven by cars and trucks and that current energy density levels already meet most range requirements for these segments, I think the pressure to innovate our way out of this problem is much lower for motorcycles. It’s just the nature of the beast. Even if energy densities start to approach the level of today’s real-world motorcycle racing requirements, there is still the recharge issue. Oh yes, and you can rest assured that costs will increase as well. There is already a 20-30% premium for electric motorcycles. I don’t expect that to change much in the future.

DOWN AT THE CROSSROADS For the Baja/desert racing community, “Handstands at 100mph” served as an excellent opportunity to take stock of how far we’ve come and a cautionary tale of what may lie ahead. Looking at the history of desert racing technology on display at Handstands made me think about the future. The past 50 years have been incredible. So grateful and blessed for the people, places and experiences I’ve enjoyed during this time and for the unbelievable adventures I have experienced because of desert racing. So grateful for all the technical improvements and the progress made from a product development standpoint. It’s a long way from aircooled, drum braked twin-shocked motorcycles to the sleek, lightweight bikes of today. No doubt, the future has its challenges. Undoubtedly, on one perfect Saturday in October 2021, we had a chance to remind ourselves as a community how fortunate and blessed we are to live in the times we did. For those of us that raced Baja and in the desert over the past 50 years, it was the best time ever to be a free spirit, alive and roaming the face of the Earth. What great adventures we had, and what great adventures we can still pursue!

Alexander and his daughter on Grandpa Malcolm’s Husky

Hopefully, future generations will get to have the same experience. We are approaching a technological crossroad, though, one driven as much by political factors as by real demand, one that will challenge the future of desert motorcycle racing and off-road/adventure riding in general. Time will tell! See you down the trail!

Scot Harden is recognized as one of the best off-road racers ever produced by the United States. From 1971 until his final professional race in 2007 — at the age of 51 — Harden excelled at the toughest races in the world including the Baja 1000, Baja 500, Las Vegas 400, Mint 400, Dakar, B to V and the ISDE. He is a Desert/Baja specialist and the first American to win an African Raid Rally. He also possesses an impressive executive management resume as a brand builder, race team manager, sales professional and product planner with such companies as Husqvarna, KTM, Zero Motorcycles and Best in the Desert. Harden owns and operates Harden Offroad, a Powersports business consulting practice. He has been inducted into the AMA(2008), Trailblazers(2020), Hot Shoe(2021) and MRAN Hall of Fames(1996).

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MARK ON MANAGEMENT: Why Won’t They Do It? By Mark Rodgers

n 1967 Jim Morrison and the Doors released a song called People Are Strange. Man, he couldn’t have been more on target. People do and don’t do things for the darndest of reasons. In a recent management boot camp, an excited group of managers and I worked through some of the various scenarios and how they may be able to take their people by the hand, and with their performance flashlight lead them out of the darkness. Fire Last, Not First All too often is when we have performance issues in our dealerships, managers resort to the nuclear option: Fire them! This is a terrible decision and should be the last resort and not the first. Particularly during the pandemicinspired “great resignation.” The employee churn rate in our dealerships right now is off the charts. I know stores where the service staff joke, “we don’t bother to learn salespeople’s names because they won’t be here that long.” Too bad the “joke” comes at the expense of the dealership. This is a terrible situation for all included. This means all too often our least tenured, least experienced, least

trained people are the first and the last contact with our most precious asset: our customers. High turnover impacts your dealership’s image with customers (Can’t they keep anyone?!) and has a detrimental effect on your ability to attract, hire and retain top talent. Plus, the cost of hiring, training, litigation is terrible. Many of you are having record profits, yet those profits are being eroded by the costs – obvious and not so obvious – of high employee turn rates. When your managers must spend time on finding bodies to replace the ones you just launched or are having to perform the work of those departed, they can’t focus on driving your dealership’s business objectives. Plus, number is actually 3:1 when you decide to jettison an employee. Surprising Truths When you fire someone, you lose not one but three people. Obviously, you lose the person you fired. Another person goes “under their desk,” meaning they don’t do anything but try not to get fired (and it is easier to fly under the radar while the manager is preoccupied doing the missing employee’s job). Yet another puts the word out that they are looking for another job. One fascinating, relatively recent development is almost a “dark web” of dealership people. You know how after someone gets let go you see that salesperson walking in the parking lot talking on their phone. Dollars to donuts their calling a friend at another dealership and asking, “You guys got any room on your crew? When you must fire someone, they have exceeded your ability to manage them. Consider this for a moment. They have exceeded your abilities. I don’t ask for the challenge to be easier; I ask for me to be better. Sidebar: Do some employees need to go? Of course! Violations of laws, dealership policies and knuckleheaded stuff can’t be tolerated. But it should be a last resort, not your opening salvo. One way you can be better is to use a model that I learned from legendary instructional thought leader Bob Magar. I had the privilege of meeting Bob early in my career and he was an interesting character. But he had a great way of sorting out the complexities of the human condition as “discrepancies.” Performance Discrepancies Discrepancies are when someone is either not doing what you most wish they were, or they are doing what you most wish they would not. One way I identify performance discrepancies when working with managers is this: I pose the question, “I wish _____ would _______.” To which I get all kinds of interesting responses.

I wish Corey would make his customer calls. I wish Steve would train his people. I wish Sara would do the cycle counts more frequently. The other way you can look at performance discrepancies is this: I wish ______ would NOT _____. I wish Tyler would not gossip. I wish Andy would not constantly complain. I wish Jessica would not spend so much time on FB. Take a moment right now to consider these two questions and jot down some quick responses. Is it important? After you have identified these discrepancies, ask yourself, “Is it important?” Because not every discrepancy is worth the time to try and sort out. Do you wish someone would keep a neater office? Well, is the current state of their office preventing them from performing their work? Is it reflecting poorly on the dealership, e.g., are customers complaining? If not, it may just be that they aren’t keeping it as neat as you would keep it. That’s you issue, not a real issue. Ok, but let’s say it’s something like a salesperson isn’t making their outbound contacts and they aren’t meeting their monthly sales targets. Now, you’ve got yourself a performance discrepancy that’s worthy of tackling. Skill Or Will? Now ask yourself is it a skill deficiency or is it something else? To determine this you simply ask yourself, “Could they do it if their life depended on it?” If the answer is no, then you have a skill deficiency. If the answer is, yes, now this is where things get interesting. But first things first. Let’s say that our pal Corey couldn’t make a compelling outbound call if we dangled him by his ankles on top of the Empire State building. That is a skill issue!

Skill Issue Okay, now you have a skill deficiency. Now to drill down even further you ask, “Have they ever done it before?” If the answer is no, then training is required. Someone needs to transfer the skill of being able to place an outbound call (BTW training is the transfer of skill, not the dumping of data). If they have done it before, but aren’t doing it or doing it well, you ask yourself, “Do they do it often?” If the answer is no, you should arrange for more practice. (As an aside this is one of the big differences in motorcycle dealership versus car stores. In a busy car store in a major metro, they might be moving 500 cars a month. That’s a lot of opportunities to use your sales skills. I know some motorcycle dealerships that didn’t see five people last week. In this business, managers need to arrange for daily practice of crucial skills.) If they have done it before, do it often, and still stink at it, you could try coaching. One-on-one, Sit in the office while they make outbound calls or listen together to recorded calls and find areas of improvement. If none of this is working you could always make the job simpler. How? Well, with outbound calls, you can print out your talking points and post them by the phone, so you don’t have to keep all that in your head. You could also pull up a pic of the customer so you’re looking at them when placing the call. And only as a last resort, if they can’t do what you’re asking them to do and it’s critical for their job, is there a.) some where else in the store they could work, or b.) is there somewhere else they can work? Will Issues Ok, but let’s say, Corey could make compelling outbound calls, he just doesn’t. This is where things get interesting. People do and don’t do things for the darndest of reasons. Performance punishing? Yes, it is real. So, is what you’re asking him to do somehow punishing? It’s often called “call reluctance.” We don’t want to reach out to perspective buyers because we’re afraid it will sound like those robocalls selling warranties — and you can! — which is why you need to get good at having customer conversations. But it could be something else. I’ve seen people not place outbound calls because they were sharing an office with three other salespeople and they didn’t want to look silly in front of others. Or in more toxic environments, they didn’t want others to hear their approaches or to steal their customers. Continued on page 58

NOVEMBER 2021

Continued from page 57

Another reason salespeople don’t make outbound calls: NO ONE ANSWERS THE PHONE! What’s the solution? Remove the punishment. Change your expectations from outbound calls to customer conversations. Whether it’s text, email, facetime call, video chat, zoom, social media DM, who cares? What’s important is that your sales crew is having meaning conversations with customers that create trusting relationships and nudge people to doing business with you! Non-Performance Rewarding? Is non-performance somehow rewarding? A sales manager approached me, “I have a guy who’s not making his calls, problem is he’s my top performer.” Well, now you must do some sleuthing. We did. What was happening? While the rest of the crew was making calls, this guy was sniping the floor. Solution: shifts on calls and floor coverage. Performance Matter? The rubric is you have “inspect what you expect.” We’ve all heard that, but we don’t all do it. The problem is that when people are asked to do something but then that’s never followed up on by the manager, people tend to shrug their shoulders and say to themselves, “Doesn’t seem to matter.” If you want salespeople to have outbound customer conversations, check on them. If you want salespeople to complete the CRM, check the records. If you want the deal jackets complete, you must check them. Obstacles And finally, you must ask yourself: are there obstacles preventing the performance? Do they have the contact information? What can you do as a manager to enable their performance? If they must be a programmer to be able to generate a customer report from your DMS, this could be an issue. Managers need to use all reasonable means to reducing friction to performance. Look, click to call is nice. It’s preferable. But if you don’t have it, punch the numbers!

Meme: Punch It! Click to call is nice, but if you don’t have it, punch it, man, punch it. Unlocking Performance Being a performance problem solving manager is all about finding the right combination to unlock your people’s performance. These ideas can get you further, faster. But solving human performance issues is a practice. It takes time, experimentation, and failure, before you have success. I believe in the concept of positive human intent. I don’t believe anyone gets out of bed in the morning and says to themselves, man, I’m going to go down to that dealership and really screw things up. Solving performance problems isn’t easy, but the rewards of employee loyalty, improved customer satisfaction, and reduced costs associated with turnover … very worth it. Now, go fix something will ya?!

SITUATIONAL ETHICS?

thics can’t be situational. I posed the “hypothetical” situation to a sales manager: Your top salesperson (M) is sending inappropriate and unwanted pics to a merchandise person (F). What do you do? Wheels turning, the sales manager asked, “How many units a month does he sell?” I thought I would make it interesting, “Typically 25 a month.” (Pretty strong in the H-D world.) “I’d fire that merchandise girl immediately.” The sales manager deadpanned … and the sales manager was a woman! Now, she was joking (I hope!), but some dealerships put up with a lot of bad behavior because, “Well, he makes us a lot of money.” Don’t do it.

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 58

Do you dream of a simpler path to success? You can’t fight off restrictive policies on your own. You’re unsure how to adjust your business to meet changing customer demands. You feel the pressure to provide for your family and employees.

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Let’s cover the do’s and don’ts about job hopping, and why I’m a supporter of it. I would like to start with the list of reasons you shouldn’t job hop, because it’s a much smaller list. If you are looking to leave your current employer for just a couple of dollars more per hour or a small percentage pay increase after less than a year, potential employers will definitely judge you for that. Every new employer will always wonder in the back of their head when you will leave them for the next lily pad offer.

Personnel Files By Alex Baylon

JOB HOPPING Is Job Hopping Still Frowned Upon?

he pandemic has changed everything! In the past, job-hopping was often seen as a lack of commitment. That has changed… just like having your resume online is now acceptable. While I believe there are many employers that will still pre-judge you on your job hopping, I also believe it’s becoming more acceptable with the right circumstances and right candidate. Not to mention the fact that we have 11 million open jobs and it seems like every other industry is seeing “The Great Resignation” as employees want to work from home and play Frogger in record numbers…

So what is an acceptable time frame before job hopping? Even with the pandemic changing the paradigm, a minimum of 2 years is still the number. Employees have to understand that the onboarding process for employers is very expensive. Hiring, training, lost revenue and adding your duties to other employees takes its toll on employers. Why would they want to risk bringing in someone who doesn’t demonstrate any longevity with their employer? Keep that in mind when you are lined up at the side of the road! A LEAP OF FAITH There can be compelling reasons to jump that have nothing to do with the 2-year timeframe. For example, if you’re a multi-passionate person it can be the perfect opportunity to explore different career fields until you find the right fit for you without getting sidetracked in a dead end position. Sometimes you can job hop within the same company and go from parts to sales, to service, or even finance within the same dealership. I’m also an advocate of job hopping with a purpose. If you are job hopping to get to a certain level in your career, or gain additional responsibilities, find a better working environment, a better boss, better title, etc. I definitely advocate for that. Oddly enough, job hopping can make you more marketable, which is what you need in today’s job market. The thing about job hopping is you are gaining skills faster, and by the time you get to negotiations a diverse skill set can translate to higher earning potential. You’ve moved around from these different jobs, different areas and you’ve taken little bits and pieces of knowledge and skills gained and certifications, etc. All of this background experience can be leveraged with a new employer. It is important that you take advantage of opportunities that are going to take your career even further. It is a good idea to interview even if you’re not really looking. This is a great way to just see what’s out there and to know your worth. Who knows what you can learn, you might be surprised! THE OTHER SIDE OF THE COIN Things employers need to keep in mind is that job hoppers in general are often flexible and they’re able to quickly jump into any project or organization — just press start and watch them go full force from the very

beginning. Job hoppers are also not afraid to try new things and they also bring a lot of new skill sets with them. Employees learn more from different experiences, so they are becoming more marketable… and also have a better understanding of their needs and wants. Job seekers can bring added benefits like different certifications as mechanics, that a new employer won’t have to pay to acquire. The pros definitely outweigh the cons for the employee and the employer. Both benefit at the end of the day. Learning more, putting yourself in a better position, becoming more marketable by having an increased skill set, being comfortable with diving into different organizations… these are all examples of why I’m an advocate of job hopping. But if you had a habit of job hopping prior to the pandemic, be ready to have an interview with one

eyebrow raised. My advice is to be honest! Whether you’ve had a string of bad luck or moved around in search of your true calling, the question about your employment history is coming whether you like it or not. The best way to handle it is to be honest about why you’ve made so many job changes. Maybe you were just pursuing the next great opportunity. Or you had to escape a toxic boss. Or perhaps you were subject to forces outside your control, like a layoff. Whatever the reason, be up front about it from the very start. Employers need to think about this, would you rather have a person in the same position for 20 years who has no new ideas and who is not willing to try any new strategies, or would you like to have one good job hopper for two years where they changed the course and flow of your entire department or business for the better? Which one do you prefer?

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.

NOVEMBER 2021

GOVERNMENT RELATIONS December Deadline for Tariff Exclusion Applications The Office of the United States Trade Representative announced it will consider excluding tariffs on select products currently captured under the China tariffs. Manufacturers and dealers could get relief from tariffs on items such as small-displacement motorcycle engines, electric motorcycles, helmets, apparel, accessories, insulated electric conductors, parts for internal combustion engines, and starter motors – if they submit a persuasive exclusion request to the USTR explaining the need for tariff relief. USTR Ambassador Katherine Tai made the announcement in a recent speech stating that tariff exclusion requests will be evaluated on a case-by-case basis. The USTR will entertain exclusion requests only on the 549 harmonized tariff schedule codes previously granted exclusions. Powersports companies are urged to review the list closely for HTS codes that may apply to their imports. Most of the exclusions expired December 31 and the remainder ended earlier this year. The USTR is inviting specific comments on reinstating particular product exclusions as well as public comments on the appropriate length of the reinstated exclusions. The deadline is December 1.

MOTORCYCLE SAFETY FOUNDATION Rider Training News from Colorado and Ohio Colorado contracted with the Motorcycle Safety Foundation on another five-year agreement to support the state’s Motorcycle Operator Safety Training and expand public awareness. The Colorado State Patrol Department of Public Safety selected the MSF to continue supporting MOST and assist in the program’s promotion. “The Motorcycle Safety Foundation has been a strong partner in the effort to help every rider, both new and experienced, develop the skills they need to ride safely,” said Matthew C. Packard, Colorado State Patrol chief. “We hope Coloradoans take advantage of the MOST program and continue to enjoy riding through the beautiful communities across the state.”

And in Ohio, MIC Government Relations staff recently testified in support of HB 338, which would eliminate the need for dual certification among Motorcycle Safety Foundation RiderCoaches in the state. Currently, Ohio requires certified MSF RiderCoaches to also be certified for Motorcycle Ohio’s curriculum and for students to take the Motorcycle Ohio skills test. HB 338 would eliminate the need for dual certification and would also allow the MSF skills test to count for student certification when pursuing a motorcycle license. The legislation received three hearings (sponsors, supporters, and opponents) in the Ohio House Transportation and Public Safety Committee. GRO staff anticipate the committee will hold a final passage vote in November and then it will go to the full House for consideration. The USTR evaluations will focus on whether the particular product remains available only from China.

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

The move was also complicated by the August 2nd rotator cuff surgery to anchor/reattach the tendon sheath that once covered my right humerus. Talk about having one hand tied behind your back! Moving and having major surgery are things that many in the off-road industry have experienced. However, doing both of them at the same time is not something I would recommend!

THANKSGIVING COMES EARLY THIS YEAR

For hard-chargers, having to ask for help does not come easy. Relying on family and friends to do work you normally do without breaking a sweat is both frustrating and humbling. My world of powersports advocacy includes a strange brew of politics, stewardship, policy, education, relationships, resource management, photojournalism, collaboration and riding. Deciding what factors in that land-use equation to throttle back on was a difficult choice for me — the doctor, not so much. However now that the recovery and physical therapy has begun, I prescribed myself some throttle therapy in the near future! The trip last week to replace the battery on my 07 525 EXC – which has been languishing away in a mini-storage for 5 months waiting to be brought to its new home – reminded me it was time to get back into the advocacy saddle, literally as well as figuratively. The relocation and recovery processes are going well and getting a fresh spark from being in a dealership seems more than appropriate for motivation to say thanks in Dealernews’ Thanksgiving issue. Thank you to dealers everywhere for fueling our passions, and thank you to my friends in the powersports and legislative communities.

And Does Double Duty, Too ’

By Donald Amador

is the season! Not for Black Friday deals on merchandise stuck in ports, or stalled out infrastructure deals, or even the return of Dune season. Thanksgiving this year has me counting my blessings twice over and more than ready to get back in the saddle once again. It has seemed like an eternity more than mere months. While picking up a new battery from one of the major dealerships in Redding, California, last week, I was struck with a deep sense of gratitude for the support I received from my powersports family during my 5-month long hiatus. I took a break from a number of obligations in order to relocate The Don Show up to the outskirts of Cottonwood in order to be in the heart of recreation and wildfire management operations in Northern California (see last issue). Want to find out who your real friends are? Move! Those who help are either sincere or neighbors who don’t like your dog! And those who stay in contact after the move are the real deal.

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

Confessions Of A Customer® By Eric Anderson

THE POWER OF THE SPOUSE Top 4 Sales Tips Heading Into The Holidays

n a less politically correct time we used to call it “the power of the purse strings” then we modified it to the power of wives back in the 1990s. Call it what you want, it is more important than ever to pay attention to the spouse when attempting a sale. Back then, when I was about to drop $12,000 on a new motorcycle (now $20,000), I rationalized it to my wife, Judy, as an investment in my mental health, thus our mental health. “It will be motivating, prolong life and keep me stressfree so we can continue having fun the rest of our lives, right?” The reply was usually something like: “You have got to be kidding me! Twelve Gs and you still have to straddle it? We could buy a used minivan for hauling kids and groceries… or else a UTV and trailer for the entire family to enjoy. Why are you thinking so selfishly?” Somehow I managed to thread that needle very carefully and we are still happily married to this day… with the help of my local motorcycle dealer. I still encourage getting both “decision makers” into your store simultaneously but remember most hyper-busy 21st century couples usually start their powersports discussions at home in front of a computer screen while

they decide how to spend carefully earned discretionary income. You and your sales team are no longer present or a part of the sales equation… at least the early part of it. Instead of sales professionals, their input now comes from website FAQs, social media peers and internet chatrooms. You can only hope they generate a lead to your store or a text if you and your website are so enabled. In addition to solo-selfish motorcycles on your showroom floor, there are also now more family-friendly 2-, 4and 6-passenger off-road UTVs and watercraft on your website. E-bikes and hoverboards are available in some dealerships. The “motorcycle industry” is a new world of “personal transportation” — but it’s also becoming a more urban world of last mile” public transportation.” Where will this all take the powersports retailer? The average American household income is now around $68,700 a year — and it’s still a team effort to earn that income and spend it. My wife and I, for example, just consulted on a new hot water heater, garden furniture and a used Belchfire UTV-1000 (sic) for the family. Hmmm, it remains to be seen what she is going to get for the house. Older and younger customers alike are still attempting to balance the household budget, but the rules of shopping have changed! Notice I didn’t buy a brand new Belchfire UTV because the price difference went to the backyard and hot showers? The Recession, then the pandemic taught me I no longer need new to impress the family and friends, plus the preowned units out there seem in much better shape than the last time I shopped for a bike. Cycletrader.com, Craigslist and Facebook’s Marketplace are all pre-owned moto-malls delivered to my palm. What a selection, but prices certainly have crept up lately! Think about this: The purse strings are STILL usually controlled by the woman of the house. I don’t mean to imply a dictatorial control — both spouses remain equal decision makers. But no matter who is the majority bread-winner in the household, the fact remains that women tend to make better long-term decisions when it comes to the family’s best interest so chances are she still controls or heavily influences those purse strings. It’s something to think about men — especially men who own and operate powersports dealerships.

So how can your business build relationships with more significant others? 1) Invite both decision makers together: Invite couples together anywhere you can: phone, skype, Facebook, text, etc. Specifically invite her! Whether she rides/drives or not, get her into the store so she “gets” it. If she doesn’t feel the excitement or doesn’t see his eyes glinting in the reflection of carbon fiber and titanium, then she won’t contribute much to their mutual decisions. Just do it!

He used words like “reliability,” “investment,” “new technology,” “safety,” “comfort” and “protection” in association with a new (or newer) bike for a rider of my caliber. Thanks, dude! Will selling this way work all the time? No, but at least you better understand the incredible power of selling to significant others. The power of the spouse! It’s a new age of spousal reliance and teamwork. It should be a new age of retail sales methods as well.

2) Sell the re-elation-ship: “Togetherness” is a huge aspect of riding. Offer that colorfully in your presentation and you might end up selling two motorcycles, ATVs or UTVs. This should never be portrayed as a selfish toy being purchased by only one of the partners. Riding and/or driving on- or off-road is a healthy lifestyle that happens to utilize a mechanical item you sell. Sell your moto-friendly social aspects and adventurous lifestyle like yoga classes, golfing, cycling, hiking or a gym membership. Elate — don’t deflate. 3) Create an online gift registry: Don’t laugh! All husbands and wives like to have ideas for gifts made “secretly public” when birthdays or Christmas roll around. Offer the gift registry as a method of keeping track of what “he, she or them” already has and more importantly what they don’t. Plus, you will gain insight into their deepest desires via populated wish lists on your website complete with sizes, colors, and brands… to stock in the future. Insight! 4) Upsell her: Millennial, X-Gen or Boomer, she is still likely the money handler — so selling only to him can be a waste of time. My local dealer pointed out to my wife that my old dual-sport bike was hammered (true).

NOVEMBER 2021

By Alisa Clickenger

GIFTS THAT KEEP ON GIVING

hanksgiving is upon us and ‘tis the season to be selling. Pre-Thanksgiving, Black Friday, Cyber week sales are already clogging everyone’s inboxes, and most likely everyone has already thought at least once about what’s on their list for Santa Claus this year. As you flesh out your list of wishes for your customers, staff and yourself, here are my suggestions for gifts that will keep on giving. For your bibliophile customers who like to ride and read, I’d suggest stocking Boost Your Confidence Through Motorcycling: A Woman’s Guide to Being Your Best Self On and Off the Bike and Get Started Riding Motorcycles: The Definitive Guide for Women, written by yours truly. For your customers who worry about their bikes being moved or stolen, the Find It Now device, plus a year of tracking takes the worry out of parking their pride and joy. Another handy gadget is the RidePower phone charger, which will fit on all bikes. For your dealership’s marketing department, head on over to LouiseM.com, sign them up for her newsletter and download her free cheat sheet called 6 Kinds of Social Media Content Your Fans Will LOVE! Mari Smith is the premier Facebook Marketing Expert, and she has a free newsletter you can sign them up for at

www.marismith.com. Another great free tool is Trello (www.Trello.com), a project management tool where you can keep all your content ideas nice and tidy. Paid gift ideas include a Canva.com yearly account and a social media scheduler such as Hootsuite, SproutSocial or SocialPilot. For your marketing department, Seth Godin’s All Marketers Are Liars: The Underground Classic That Explains How Marketing Really Works — And Why Authenticity Is The Best Marketing Of All is a fabulous book. For levity, you can gift them a Settlers of Catan Board Game, where players build their own fantasy civilizations and trade, build and settle... made for the strategic marketing mind. Another great idea is a box set of the entire Mad Men TV show. For your salespeople, an Audible subscription for listening to sales mastery and mindset books is a gift that will create a win for both salesperson and the dealership. A SMART Goal Setting Workbook with SMART Goals worksheets will help them keep it real and on-target to meet their sales goals. Finally, if you’re just after a really cool conversation starter for them, a MTP-6 Tactical Pen, a Military-Inspired Multitool Pen (glass breaker +LED flashlight + ballpoint pen + bottle opener) will check that box. For your service department folks, a portable bluetooth speaker that’s waterproof and has a longer playtime makes a great gift. A yearly subscription to Popular Mechanics might seem mundane, yet the variety of articles makes it fascinating reading every issue. And if a present for everyone is what you have in mind, I have it on very good authority that a surprise order of pizza is welcome at every wrenching station. Speaking of group gifts, a multi-year membership in the National Powersports Dealers Association (NPDA) is a terrific gift for the entire dealership. The NPDA empowers franchised and independent Powersports Dealers through special services, products, programs, education and advocacy of Dealer views. Happy gifting and happy selling this season!

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.

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I was riding the Kentucky Adventure Trail, it’s a 1,000-mile loop around eastern Kentucky using secondary roads and trails. It has opened a whole new genre of riding for me, and that is awesome!

TRAVAILS WITH CHARLIE Stuck On The KAT By Charlie Williams

ou deserve this! Ride the KAT, it will be fun! Not sure what I did in a prior life to deserve what happened when I attempted the Kentucky Adventure Trail ride, but I hope it was worth it — like Vlad The Impaler level of bad karma to get stuck like I did. But I digress. I’ll start on day three of my riding adventure, mainly because I can’t remember a thing about it, I had reached nirvana. Two days ago I wanted to invent the saddlebag that opened from the bottom, so when you opened it, what you were looking for falls out first, but after a couple of days of riding, the gear had sorted itself out. Life was good! Navigation was easy, gas and lodging had worked out easily too. Worries of things I had forgotten had been forgotten... I was living life in the moment and it was smooth. Twisty gravel and single lane blacktop roads for miles. Corner stores kept me in gas, Moon Pies and Mountain Dew. Life was good, exceptional actually. That would change.

I’m coming out of the coldest winter in almost 60 years, my doctors are trying to kill half my blood, I’m kinda sick and definitely heartbroken, so to find a place I can hide on my bike is wonderful. It took three days of riding to reach nirvana, but to have a few hours of nothing but a good bike and miles of open road, really did me good. When I say my doc is trying to kill half my blood, he is. I’ve developed Monoclonal Multiple Myeloma which means I have one single white blood cell that has mutated and is reproducing itself. Without a cold or flu or infection for the mutated cells to attack, instead this wayward cell is attacking my kidneys and bones and stuff. For the Dr. to kill this one pesky cell, he’s prescribed chemo pills, three weeks a month, for two years, phew... I’m six months in and grateful not to have as many side effects (yet) and that I can get out and ride my bike at all. I couldn’t do a race or even any hard trail riding, but man, I was happy rolling up and down the hills of Kentucky! Where having half-dead blood really catches up with you is when you have to lift a 300-pound machine up on a stump or log to change a tire. I can work for about two minutes then I hit the wall. It’s not a wall I can fight through, I look at my arms, I know the bones are good and the muscle is good, but the blood is dead and I feel as though my skeleton was made of lead. Knowing this, I was tip-toeing my way up another rocky climb, being very cautious not to pinch a tube on a rock or making any mistakes. I was riding cautiously, I was by myself and way off the beaten path, so for once, I was using discretion. Somehow, I still hit a stick and it punched right through my rear tire. I was dead in my tracks.

By pacing myself and having the experience and tools, I was able to replace the bad tube with a new one. Sure, it took some time but eventually I got it. As I was loading my tools, a truck pulled up, it was the only person I’d seen all day. Had I not been able to fix the tire and was actually in trouble, my Guardian Angel had sent back-up. No need. Work done, and Guardian Angel dismissed, I kept riding. On the KAT map that I had been studying for two years, it shows a road that appears perfectly straight for many miles, but if you zoom in, you can see it is a ridge top road and it’s hardly straight, it has vistas and views on both sides to the valleys below. The Kentucky Ridge, a most interesting stretch of road. Just what the doctor ordered (psychologist, not the oncologist). Going through my pictures I had seen the “Grand Canyon of the East” with 500 feet of elevation. I had crossed the West Virginia, Virginia and Tennessee borders several times. I had visited the famous Matewan, West Virginia. My route turned south, but from Matewan you can reach the Hatfield McCoy trail system with its own 1,000 miles of trails (see Press Pass this month). I had seen unbelievable destruction caused by flooding from Hurricane Ida. The KAT route went down one valley from the top down, at first it was subtle destruction, but soon there were homes washed from their foundations, cars stacked like toys. Sand, dirt, logs, trees and earth… water moved everything in its path. People were rooting through mud hoping to find their belongings or just anything they could use. It was a terrible sight, much like what we had seen near Loretta Lynn’s in Tennessee. It really was the best of times, in stark contrast to the worst of times.

Ron had been a friend and a great inspiration to many of us Indiana guys. I credit him with sparking my interest in the Six Days and the trails that led to. I hadn’t planned it, but it was September 11th, the same day Ron had passed 2 years ago. With my loop completed and all my goals reached, including the daunting task of changing a tire, I proudly headed for my truck, 80 miles away. Doom! The rear tire went flat again! I was a short distance to the hotel so I called it a day and limped in on the flat. The next morning I rocked it up on the kickstand again and changed a rear tire.

Changing a bike tire sucks at best, it’s physical, bleeding and blood blisters are expected. Bend over or split every finger nail, toe nails too. Neck muscles strained into six weeks of Chiropractic care. Blood vessels in the eyes fill with dark oxygen starved blood and darkens the peripheral, it’s like looking through a Union Soldier’s wool coat. Prayers go out to a dozen gods to avoid the dreaded pinch. Strange coincidence: “pinch” is the word the Dr. used describing the taking of a bone marrow sample. Pinch is bad. Stubby tires irons magnify my weakness and this rim has evidently been run without a tire, it’s sharp as a knife on the edge with hundreds if not thousands of tiny aluminum burrs, thorns and blood-letting imperfections. As we learned in prison, blood makes a great lubricant and actually helped repairing the tire.

I had also seen the two story Walmart and the Kingdom Come State Park. I had seen deer, elk, wild horses, snakes and many other little fuzzies. I learned that every motel offered a washer and dryer, but none of the motels had change for the washer and dryer... yin and yang. The repaired tire kept holding air and I kept riding. My next goal was the Ron Lamastus marker another 50 miles ahead, this would complete the KAT loop for me, I’d ridden the western half last summer and now I’m finishing the remote eastern loop. https://issuu.com/dealernews/docs/ issue_20_2310_20october/54

Continued on page 72

NOVEMBER 2021

Continued from page 71 Back in the saddle, nothing but two lane highway and a beautiful day of Kentucky scenery ahead of me, I had it made!… Bam! Rear tire goes flat again. The carcass of the tire is damaged from the original flat and eating through the tube. I spend the next couple of hours at a rural gas station. I was out of tubes and first thing I asked the girl at the counter if she knew of any motorcycle guys. She got on the phone and started a chain of phone calls that eventually led to two guys showing up with a new in the Parts Unlimited box 18” tube. I bought a round of Mountain Dews and hit the road again!

Only 60 miles to go, I’ve got it whipped now! Triple-changed tire seemed to be holding air, so I hit the road on a beautiful Sunday morning. Bam! With a deflating whistle, the tire went flat again... This time I land in the parking lot of the very first Kentucky Fried Chicken! If there was anywhere to spend 8 hours sitting next to a broken bike the Original KFC is pretty good. Recently remodeled, complete with a dining room and museum… Closed of course due to COVID — and apparently you are not allowed to walk-through a drive-through on Sundays in Kentucky — yin and yang all over again! I put out a distress signal on Facebook, hoping one of my 1,200 friends in the Metaverse could help. I got great advice, like shop Amazon, wait until tomorrow, stuff it with chicken wings... Any of those things would be possible, but right now my goal was to get home. Since I had already given my Guardian Angel the weekend off, I called my wife, 5 hours away. A true angel, Wilma drove and I sat in the parking lot. She will drive me 80 miles to my truck then I’ll drive 80 miles back to pick up the bike THEN 4 hours home.

“You want some food?” Broom kid asked. “Well heck yeah! I’m starving!” I’m also covered in chicken grease, bones, empty mac and cheese cartons, finger wipes and all the other stuff that had been pitched out of car windows at me. Eventually my wife shows up to the rescue, she was in particularly good humor and was glad to be the hero who saved the day. Speaking of saving the day, my kickstand from Pro Moto Billet really made my trailside tire changes possible. I was able to rock the bike up on the single stand and do the work. I didn’t know if it would hold or not, but I was in a bad spot, desperate. It held, over and over... it really saved the day.

Already deprived of my dignity and depleted energy reserves, I eventually stripped off my coat and gear, boots. Saddlebags had been rummaged through and I had pretty much started my own homeless camp. I looked so pitiful, a kind customer stopped and asked if I was hungry and did I need something to eat? At first I laughed but soon realized they were serious and I didn’t want to hurt their feelings. They brought me the brand new Spicy Crunchy Delicious Chicken Sandwich and a sweet tea. Later two young employees came out, it was time to clean the parking lot. They walked up to me timidly, the one held a broom, but it wasn’t held in a sweeping position… seemed to me it was held with the intention of poking me or defending himself against me. I agree, unshaven and unkempt is my new “Don’t Give A Shit” look, but I’m not a Honey Badger! We quickly made friends and the broom was leaned on as I told my story.

72 Continued on page 74

Continued from page 72 My Motion Pro aluminum tire irons and titanium wrenches did their job. The Pro Moto Billet luggage rack is another work of art, strong and beautiful, I’ve pulled bikes behind them, I’ve loaded them to breaking the sub frame, but the rack has not failed.

the Trans American Trail, or there’s the Smoky Mountains 500 and 1000 or the Mid Atlantic Backcountry Discovery Route — Seek out rides and routes in your area, promote them to your customers. Now I know I’ve written about riding the KAT for the past couple of years, but it’s so long, there are many trips and stories to be had on its route. In fact I’m going back this weekend for two days of riding. Hopefully my next trip won’t have 3 flats and a rescue, though. But I can almost bet SOMETHING will happen! The yoyo of yin and yang always seem to strike when you least expect it.

While I’m at it, I’ll give you the rundown. The KAT is on Facebook, https://www.facebook.com/ groups/121845738390272, read the “Read First” first before asking questions, we all enjoy the patience of the moderator Jeff Stoess as he types “Read First” to newbies. I have a RAM mount for my IPhone, it works well, but I’m going to graduate to a TrailTech Voyager soon. I also have my Phoenix handlebars mounted in the XC Gear bar clamps with the rubber cushioning, good stuff. I run the Enduro Engineering handguards, I have for 25 years. The Enduro Engineering Tall Soft seat is a good choice. I’m building my bike for comfort. My Klim jacket is good too, I chose a basic version, the Rever, but it has plenty of pockets and cool magnetic snaps on the pockets and flaps. The Cordura material is sturdy enough that the zipper works one handed up and down, and the magnetic snaps close on their own. I wear old Gaerne moto boots, probably too worn for racing, but great for dual sport, my Arai helmet was perfect of course. I cut the fingertip and thumb off one glove so I can operate my GPS. I pretended I was Scot Harden on one of his far off Rally Raids... It’s great to find a new genre of riding, one that suits my age and condition. My condition is that I take lots of breaks. Of course there are similar routes all over the country — next I’m eyeing

Dual sport bikes are what’s recommended. The main loop can be done on bigger bikes if you’re highly experienced, but keep in mind there are sections with large rocks, logs, mud, creeks and hills so it is highly recommended that you have experience in these conditions and run FULL KNOBBY tires! For the bike hard sections, it is strongly suggested that you be on a 650 or smaller lightweight dual sport bike with again FULL KNOBBY tires! You want to have lots of experience in true off-road riding! Some of these trails are technical single track. Others may have steep hills, big rocks, logs, ruts, creeks, mud, tight switchbacks etc.

KAT— THE KENTUCKY ADVENTURE TOUR

he Kentucky Adventure Tour (KAT) is a free, GPS selfguided tour around southeastern Kentucky and bordering states. You will need basic GPS or a GPS app knowledge to navigate your way. This is a 1000 mile loop (not counting the hard sections) for STREET LEGAL VEHICLES around the hills and mountains of southeastern KY, TN, VA and WV. It is about 40% rural narrow twisty paved roads with the rest being gravel, dirt roads and trails. It will take 5-6 full summer days of riding to complete the main loop. It will take 6-7 days if you take the hard sections. Some of these areas are very remote so do not go alone! The average distance between gas stops is around 60 miles. Waypoints for gas stations, food and hotels are marked, for the most part. This loop does go through some active coal mining areas, but the roads are still open to the public. You may run into a situation where the road is shut down due to work or blasting. There will be a security guard and or signs, the guards are very friendly and more than happy to tell you a way around.

You may run into downed trees and creeks that may be too big or deep to cross. Any of these can be bypassed if you just scroll around on your GPS screen. A small saw or machete comes in handy for the small, downed trees. There are two versions of the KAT, one for motorcycles and one for 4x4s. See the files section to download the most current GPX tracks. Be sure you get the appropriate file for the vehicle that you will be using. “KAT” for the bikes and “KAT 4x4” for the trucks Trying to get a truck through motorcycle only sections could cause serious damage to the trail and risk having it closed for good. PLEASE DO NOT USE TRACKS FROM ANY OTHER SOURCE BESIDES THIS ONE OR THE LINK BELOW AND ALWAYS GET THE LATEST FILE BEFORE YOU LEAVE FOR YOUR TRIP AS IT CHANGES OFTEN! https://kentuckyadventuretour.com/

NOVEMBER 2021

STOCKING UP ON STOCKING STUFFERS With the supply chain SNAFUs still rearing their ugly head, Christmas ordering comes even earlier this year! Tucker had the holeshot on the Holiday selling season with a little Christmas in July by introducing a new product collection for snowmobile and winter sports fans back on July 12. This product collection marks Tucker’s return to the distribution of winter sports products and the parts and accessories needed to repair and maintain snowmobiles. In addition, Tucker’s winter catalog includes snowshoes, toboggans, sleds and other fun stuff for dealers to stock for non-powered winter fun.

Shop imprinted creating cards that support the AMA Hall of Fame, Armadillo Bags for UTV enthusiasts, EVs that are in stock rather than stuck on the water, Motorcycle Monkey plushies, and more… we found some trick bits of kit to stuff in Santa’s Sled this season! Dealers have been very good this year dealing with the pandemic, lack of inventory and all the other naughty things on the list, so get yourself something extra this year, grab a mug of holiday cheer and close out the sales season on a jolly note.

NOVEMBER 2021

SEASONS GREETINGS (CARDS)

Spread cheer and your love of motorcycling with more than 50 different AMA Motorcycle Hall of Fame Holiday Cards, including three new designs from Dealernews’ favorite artist, Hector Cademartori. One box of 25 cards is $34.99 and includes free personalization with a shop imprint, address labels, and FedEx Two Day Shipping. Discounts apply on orders of two boxes or more. The deadline to order is December 13, 2021. Show your support for the AMA Motorcycle Hall of Fame all year long with personalized address labels. Proceeds from this fundraiser directly benefit the Hall of Fame. Get your cards here: https://amahofcards.secureprintorder.com/docLib/ama-hof-box-sets/

CHRISTMAS IN JULY?

More than 1200 of Tucker’s dealer customers sell snowmobiles, UTVs and other winter powersports products so the distribution powerhouse created a new program to help dealers expand their offerings in winter apparel, snow helmets, replacement parts, lubricants, trailering needs and thousands of suspension, engine and drivetrain components for winter sports. A significant portion of the Tucker Snow catalog is dedicated to parts and service items for snow machines from Arctic Cat, Polaris, Ski-Doo and Yamaha. The offering includes both OEM replacement parts and performance upgrades. Notable brands that are included in the catalog and are new to Tucker are Motorfist, Woody’s, CA Pro Skis, Zox Snow Helmets, Sportstuff and Yukon Charlie’s. The other brands in the Tucker Snow collection are familiar to Tucker dealers, including 100%, Quantum, Motion Pro, NGK, Cruz Tools and Yuasa Battery. See your road rep, or click here for Tucker’s 2021 Gift Guide: https://www.tucker.com/catalogs/2021HolidayGiftGuide.html

GET A BIKE UNDER THE TREE

Good things come in small packages! We talked about kids EVs with Torrot in the last issue and unlike many OEMs, Central Powersports Distribution’s Mark Berg says he has bikes in stock for immediate delivery to dealerships… in time to get them on your showroom floor and under your customers’ trees by Xmas! Stop having to take deposits on product that is hung up in a port somewhere and start delivering kids bikes by Christmas! Click here to become a dealer: https://cpd.direct/

GIVING THE GIFT OF RIDING

Give the gift of riding! Can you imagine what would happen if every woman rider bought a copy of Dealernews columnist Alisa Clickenger’s new book Get Started Riding Motorcycles, gave it to a non-riding friend, and got that friend riding motorcycles? Not only would our numbers double, but women would become nearly 40% of the riding populace! To help kickstart this women riders movement has developed a dealer display package for Get Started Riding Motorcycles. “I am also offering 50-point margins on groups of 25 books - the dealer cost would be $10 each (they retail for $20) + $10 shipping, which includes a display for parts counters,” she explains. “Coleman Powersports is the first dealer to sign up!” https://alisaclickenger.com/get-started-riding-motorcycles/?mc_ cid=3a338c8a44&mc_eid=308d78c90a

WHAT’S IN ST. NICK’S SACK?

Forget sitting on Santa’s lap, check out that 5-gallon Armadillo bag sitting in the seat! Employing a two-layer construction, Armadillo Bags feature an RF-welded inner bladder contained within and protected by a highly abrasion resistant sewn Cordura outer sleeve. Webbing and rubbermolded handles provide easy anchors to hang the reservoirs while filling and installing the included pour spout, and to grip the bags while dispensing liquids. 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. Best of all, Armadillo Bags are available exclusively from Giant Loop-authorized dealers, WPS and Tucker Powersports. Click here for more details: https://www.giantloopmoto.com/product/ armadillo-bag-liquid-power-reservoir/

STOCKING STUFFERS

Sock Monkeys used to come at Christmas… now it is Motorcycle Monkeys! Nancy Gerloff and Mark Augustyn, the dynamic duo who created the Mimi & Moto motorcycle monkey children’s books have upped the ante for Moto Xmas this year! In addition to bringing back their ornaments Nancy says, “Our first ever Mimi and Moto Snuggle Monkeys are here! Soft, cuddly, and super cute, they are the perfect companion when your little rider is enjoying our books or dreaming about motorcycle adventures.” Each snuggle monkey is 20 inches tall from head to toe so there is a lot of monkey to cuddle with and hold. “For this first batch, we’ve created only 100 Mimi and 100 Moto snuggle monkeys so order yours today before they sell out.” (Not for children under 3 years of age.) https://mimiandmoto.com/products/coming-soon-mimi-andmoto-snuggle-monkeys

NOVEMBER 2021

OHV INDUSTRY WELCOME

The Real McCoy At West Virginia Trail System

ack in August, pro-powersprts U.S. Senator Joe Manchin (D-WV) hosted execs from Polaris, Kawasaki and Honda on a tour of the Hatfield-McCoy trails to highlight West Virginia’s quickly expanding OHV industry and adventure tourism opportunities. The Hatfield-McCoy trails spans ten trail systems and 900 miles of professionally managed trails throughout Logan, Kanawha, Wyoming, McDowell, Mercer, Wayne, Lincoln, Mingo and Boone counties. For years, Senator Manchin has been advocating for funding to help maintain and grow the trail system and now HatfieldMcCoy created an estimated economic impact of more than $38 million in 2019 alone. “Monday’s tour and ride was an exciting opportunity to show West Virginia’s expanding adventure tourism industry to manufacturers of off-road vehicles from across the country,” says Senator Manchin. “The beauty of our state attracts tourists from across America to visit Wild and Wonderful West Virginia for the adventure of a lifetime. With our expanding trail systems and a growing number of off-road enthusiasts traveling to our state, there is a great opportunity for manufacturers of these vehicles and their accessories to locate the facilities and jobs they require right here in West Virginia.” “Monday was a great day riding the Hatfield-McCoy trails and taking in the stunning West Virginia scenery with Sen. Manchin,” notes Steve Menneto, president of Off Road, Polaris. “We discussed the importance of American manufacturing and how the growing outdoor recreation industry supports small businesses and local communities.”

“West Virginia has always been one of the strongest offhighway vehicle markets for Kawasaki and the industry as a whole,” adds Bill Jenkins, Senior VP Sales & Operations of Kawasaki Motors Corp., U.S.A. “With a world class trail system in place like Hatfield-McCoy it is easy to see why. But as Senator Manchin showcased today, the state has also developed a business climate that has the ability to make West Virginia a key to future growth of the powersports industry in the U.S.” “Monday’s visit from major OHV manufacturers shows Senator Manchin’s continued commitment to diversifying the economy of Southern West Virginia and his ongoing support for the tourism surrounding the Hatfield McCoy trails and new manufacturing jobs for Southern West Virginia,” concludes Jeffrey Lusk, Executive Director of Regional Recreation Authority.

ALMOST HEAVEN

he Hatfield-McCoy Trails system is made up 10 routes covering more than 900 miles of trails located in the mountains of southern West Virginia. As one of the largest off-highway vehicle trail systems in the world, Hatfield-McCoy Trails is open 365 days a year and offers something for every skill level. Trails range from the scenic mountain views of Pinnacle Creek, to the tight and twisting trails of Bearwallow. Many trails connect to West Virginia’s ATV friendly towns‚ where visitors can grab a bite to eat and experience true Southern hospitality. There are also a half dozen “Permit Retailers” dealerships offering parts, service and machine rentals creating their own powersports industry enclave. West Virginia is known as “Almost Heaven,” so it’s only natural the Hatfield-McCoy Trails have become known as Trails Heaven. If you have questions, feel free to call the Hatfield-McCoy offices at 1-800-592-2217 or click: https://trailsheaven.com/contact-us/

SEAT TIME FOR SENATOR MANCHIN

“

hat an honor it is to have three of the premier manufacturers,” said Senator Joe Manchin welcoming business to West Virginia. “You have Polaris, you have Kawasaki and you have Honda, three premier motorsports vehicle manufacturers.” However, this was more than a social call. “We’re basically trying to say why not manufacture here at the heart of the matter for offf-road vehicles, which is basically in southern West Virginia. There is no better place than the Hatfield McCoy Trail system.” Before getting to enjoy some seat time, Senator Manchin elaborated: “They’ve got their vehicle test tracks right behind them. We are about to show what we have to offer… we’re trying to entertain the concept of relocating here. They sell an awful lot of their sport vehicles in this area. You can see volume they sell right here.” Although the Senator was playing up the local opportunity, he was quick to note the global opportunity. “People come all

over the country to utilize this facility. These UTVs get a family outdoors… now the four seaters can put a whole family in and enjoy the countryside. I think you see, it’s going to continue to grow. Absolutely grow!” And that is the pitch to the OEMs to put facilities into the region. “With that growth, the manufacturing should be right here. Outdoor recreation is the fastest growing tourism segment in the whole country. Last year, we passed the great American Outdoors Act, and outdoor recreation is going to continue to grow faster than you’ve ever seen before! As proven with COVID where we got shut in for a year, people are rediscovering West Virginia and places like this… however, there is no place like this on the East Coast. So I see nothing but growth. Nothing was great opportunities.

NOVEMBER 2021

VALE CLYDE “THE GLIDE” FESSLER 1941-2021

“

lyde Fessler left us on this earth yesterday, Monday, September 13th at 5:28pm PST due brain cancer and COVID. He battled hard for two weeks but his strong body just had too many stresses. Clyde “The Glide” was my dad and a grandfather to three wonderful children. He was a friend to many and a guy who could tell a great story to get a laugh. No one went to a BBQ or a party without meeting Clyde. We will miss him terribly. I am blessed to have him for 52 years. Of course, no one will forget the man who put heart-shaped sunglasses on the map. Ride Free, Dad, in the only way you knew how…To your own beat of the drum.” — Derek Fessler. Harley-Davidson colleague and friend Steve Piehl shared the obituary from the Black Hills Pioneer in Spearfish, South Dakota: Clyde “The Glide” Fessler, Jr. glided peacefully into heaven on Sept. 13, 2021. He took with him his quick wit, exuberance for life, and adventurous spirit. He left behind for all of us memories extraordinaire on which to draw in moments of loneliness as well as when we need a laugh and a smile. Clyde rose each morning excited about a new day, and rather than viewing life as a glass half full, his tumbler brimmed over with excitement and positive energy for what each new day would bring. Whether he was dressing casually, formally, or to ride any one of his many Harley-Davidson motorcycles,

Clyde donned a pair of his signature heart-shaped sunglasses and awaited the inevitable comments so he could converse and expound on a variety of subjects he knew well, and perhaps even make a new friend. Clyde was born in the quaint Wisconsin town of Sheboygan on Nov. 30, 1941, as the oldest of three children. He learned from his parents to work hard and pave his own way, and ultimately became a creative innovator of products, marketing and branding strategies, and a shining example of how to live a fun and enriching life. He was a proud 1964 graduate of the University of Notre Dame. Clyde loved his 25-year career at Harley-Davidson Motorcycles and the integral part he played as the brand architect in its dramatic turnaround. He joined Harley-Davidson in 1977 as advertising and promotions manager and was soon promoted to director of marketing where he led the establishment of the Harley Owners Group (H.O.G.). As general sales manager in the 1980s, he established new dealer incentives and a global licensing program. Next, as vice president of general merchandise, he built the motorcycle clothing line from $20 million to $100 million in five years. In his final role as Vice President of Business Development, Clyde helped to refine the strategic direction of the company as well as create the Global Rental Program and Rider’s Edge Safety Training programs. Clyde retired from Harley-Davidson in early 2002 and for the next 20 years became an active marketing consultant and motivational speaker to crowds as large as 15,000 people.

Additionally, Clyde served on the Board of Trustees of the American Motorcycle Association and the Motorcycle Safety Foundation. He is a 2014 inductee into the Sturgis Hall of Fame. A pivotal moment in Clyde’s life was when he was accepted into the exclusive motorcycle group known as The Hamsters, a brotherhood that extended far beyond two wheels, an engine, and countless exhilarating rides. He relished every friendship, every moment spent chatting with a Brother, the Adios Amigos parties he threw at the end of Sturgis Bike Week at his Spearfish residence, and wearing the coveted Hamster gold T-shirts. Clyde met his wife, known as River, in 2021 and they quickly discovered they wanted to be together forever and that forever should begin as soon as possible. They were married in Spearfish, on Aug. 13, 2021. Only days later Clyde and River were exposed to COVID. Within a week, Clyde was admitted to the hospital fighting for his life and resulting in his passing on their one-month anniversary. A tragic and unexpected event to what should have been years together. Alfred Lord Tennyson reminds us all that, “Tis better to have loved and lost than never to have loved at all.” Clyde and River believed that one should cherish every moment… especially the small ones, as this is what life is made of. Clyde is survived by his loving wife Dorine (River) Currey Rivers, his son Clyde Derek Fessler (partner Annmarie Satriano-Hoskins), grandchildren Clyde Donovan Fessler, Xander Fessler, Lorelei Fessler, his sister Julie Long (daughters Kirsten and Kelley), and his brother John (Jack) Fessler.

AIMExpo.................................................................... 46 American Landmaster............................................. 38 Cycle News.......................................................... CVR4 Digital Lead Performance (DLP)........................... 15 DX1............................................................................ 33 Find It Now GPS Security....................................... 11 Fuel Capital Group, Inc........................................... 85 Genuine Scooters.................................................... 45 Get Started Riding Motorcycles............................ 73 KTM/Synchrony......................................................... 9 LGP Powersports.................................................... 23 Performance Brokerage Services.............................37 Marine Retailers Association (MRRA).................... 59

A celebration of life will be held at a later date: BYOHSS (Bring Your Own Heart-Shaped Sunglasses) and make a new friend.

MBA Insurance......................................................... 26 Motorcycle Industry Council (MIC)........................ 63 Motorcycle Industry Jobs (MIJ).............................. 17 National Powersport Auctions (NPA)................... 27 Royal Enfield.............................................................. 7 Torrot........................................................................ 55 Tread Lightly............................................................ 65 Triumph Motorcycles America............................... 13 Tucker Powersports................................................ 19 Twisted Throttle..........................................................31 Unfiltered Marketing..................................................49 Vroom Network....................................................... 69 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

NOVEMBER 2021

SHINING A LITTLE LIGHT ON THE SITUATION Stop Making Assumptions! By Lowell Anderson

ne of the issues that has absolutely driven me insane over the years is the ability of large companies to only see five feet in front of themselves. Many management teams get so caught-up in the day-to-day, that they completely lose sight of what really needs to happen. They are running around with their hair on fire paying attention to silly things that literally will have no contribution to the bottom line. Management starts making assumptions that carry over into decisions that lead them down a path of failure. I have seen this in both large and medium sized organizations and it always surprises me. It doesn’t matter if you are selling a service or a product. You cannot make assumptions that the customer base knows who you are or what you do. If you think that is the case, you are mistaken. You need to take a step back and see what the customer sees.

I remember starting a job as a marketing manager for a company that had been around for many years. I went to an event to see how we were communicating our brand to the consumer base and what I saw simply blew my mind. There in the midst of a plethora of potential customers was our booth. Our marketing effort consisted of a popup tent with fold out tables and stacks of catalogs. I stood there watching potential customers come and go. Some would pick up a catalog, and simply walk away. Some would ask questions about what we sold. Others would just look and leave. There was no data acquisition. We had very few interactions with customers that were not already familiar with our brand, because we were not trying to engage with them. Putting a catalog on a table is not a good way to communicate your company values, benefits, and service goals. As a company, we were making a lot of assumptions. This was a result of getting comfortable and not seeing our business through the eyes of our customer. Times Have Changed It should be pretty obvious to business owners that times and customer habits have changed drastically. Customers have a very powerful computer in their hands these days that can give them all the data points they need to make an educated purchasing decision. If the product is not complex, they rarely need to speak to anyone. This means there is a much lower percentage chance that you will have the opportunity to convert them into a sale. Knowing all this, have you adjusted your business to accommodate these changes in customer habits? Even brick and mortar dealers need to be savvy on how to sell via e-commerce. Even if your walk-in sales are currently going really well, you must have learned the importance of selling via the internet during the pandemic? If I walk into your dealership and you don’t have the item I need, telling me you can order it is almost laughable. Yeah… So can I, and I will probably get it before you do. Amazon And Ease Of Business It’s pretty obvious these days that you have to be on-theball to beat Amazon at a game they have perfected. Ease of business used to be a big topic for many e-commerce businesses. “How do we do this?” Amazon has pretty much defined the term these days. How many of us have the Amazon app on our phone? Within 3 clicks you can have an item on the way to your house. This makes impulse purchases almost criminal because it’s so easy. Nothing is sacred. If you don’t make it that easy for your returning customers…you aren’t doing it right. Amazon showed us how it’s done... learn from it. You already have a great website? Awesome…when is your app going to be complete? Don’t Skimp On Content! This one drives me crazy. Skimping on content or on content resources. Creating a product is only part of the recipe for success. You can make the best product in the world, but if you don’t know how to communicate the benefits of that product, you are destined to fail. You need content for each product and each variation of that product.

Relying on manufacturers to provide your content is simply not realistic. If they do provide content, it’s probably not going to be unique content. Skimping on content only hurts your sales. Amazon requests 6 separate pictures for each product and a video. Descriptive SEO (Search Engine Optimized) copy and bullet points that describe each item you are selling in great detail. This is what you are competing against. If you don’t have a private label brand that is desired by your consumer base, content and service are the only things that will separate you from Amazon. If you don’t know how to write decent descriptions, and you don’t have unique images of your items, you are not planning for the future. You are living in the moment. Get those resources now and start planning for the future.

Stop putting it off! The content team should be as involved as your merchandising team. They add a lot of value for your business. Invest in that team. Content is king when selling products online. Don’t miss out!

Industry veteran Lowell Anderson established Simply Sound Consulting to be just that. Our approach is simple. Real solutions that deliver real results. No smoke and mirrors and no acronyms to make ourselves sound intelligent. We bring experience and practical solutions delivered through clear communication to help you succeed. http://simplysoundconsulting.com/

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