Issue #11 November 2023

THE EICMA EFFECT

DN 2.0 #11

Real People.

Real Passion.

ITALIANS DO THEM BETTER RSD Hosts The Italian Job

DUCATI DEALER OF THE YEAR Sanford Ducati’s Nate Stickney

INDUSTRY LEADERS | THE MOST ENGAGED DEALERS AND PROGRESSIVE BRANDS

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AI

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DEDICATED POWERSPORTS TRADE ONLY EVENT ALIGNED WITH THE BUYING SEASON

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NEW PRODUCTS | EDUCATION AND NETWORKING NEEDED TO GROW YOUR BUSINESS

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Oh, what fun it is to ride. Happy Holidays!

NATIONAL POWERSPORT AUCTIONS

2024

JAN MON 1 8 15 22 29

TUE 2 9 16 23 30

APR MON 1 8 15 22 29

TUE 2 9 16 23 30

JUL MON 1 8 15 22 29

TUE 2 9 16 23 30

OCT MON 7 14 21 28

TUE 1 8 15 22 29

NPA ATLANTA 8AM NPA CINCINNATI 8AM NPA DALLAS 8AM LIVE NPA DENVER 9AM NPA LAKELAND 9AM NPA PHILADELPHIA 9AM AUCTIONS NPA PORTLAND 9AM NPA SACRAMENTO 9AM NPA SAN DIEGO 8AM *

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AUG MON

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*NPA Portland inventory available during NPA Sacramento auctions.

NPAUCTIONS.COM | 888.292.5339

MAR MON

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JUN MON 3 10 17 24

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SEP MON 2 9 16 23 30

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DEC MON 2 9 16 23 30

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THU

NPA Closed

CONTENTS 06 WORLD’S LUCKIEST MAN 62 SHOWTIME! 08 EDITOR’S NOTE 66 MIC RIDE REPORT ADVOCACY+ LETTERS+ 68 10 PERSONNEL FILES+ NEWS+ 70 14 CONFESSIONS OF A CUSTOMER SHIFTING GEARS+ 72 16 ADVOCACY+ DEALER PROFILE 74 20 24 OEM UPDATE: DUCATI DEBUTS SUPERSQUADRO 28 INDUSTRY RESEARCH+ 32 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 38 INDUSTRY RESEARCH+ 40 INDUSTRY RESEARCH+ 43 eDEALERNEWS 44 CURRENTS+ 48 e-EICMA 57 NPDA DEALER NEWS 58 NPDA MEETING MINUTES 60 NPDA LEADERSHIP SPOTLIGHT Bob Althoff On Giving Thanks

All Roads Lead To Milan?

Robin Hartfiel On A Funny Thing Happened To Me On The Way To The Forum

What Does MIC Do For Dealers?

Don Amador On Pay To Play?

Mailing It In

Alex Baylon On Shackelton’s Help Wanted Post

News From EICMA

Eric Anderson On Hunting Unicorns

Personnel Postings, Courtesy Of MIJ

Ducati of Sanford: Top Ducati Dealer In America

Scot Harden Suggests We Can Be Better

First Single In Three Decades?

RumbleOn Reports Q3 Figures

Synchrony Says: Show Me The Money

Don Musick On The Honda Cub’s Electrifying Future Lenny Sims On Go RVing

Jim Woodruff On NPA October AWP In Review

India’s First Superbike Just Happens To Be Electric Shockers In Italy, And Beyond!

Italian Show Stoppers

Board Advisor Honored

Sponsoring The Industry’s Initiatives & Educational Offerings Saluting NPA’s Jim Woodruff

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OUR TEAM

76 ADVOCACY MSF CELEBRATES 50 YEARS 82 PRESS PASS+ 84 GEAR+ 88 VALE+ 89 AD INDEX 90 BACKFIRE

EDITORIAL Robin Hartfiel Editor/Publisher

Scott Schloegel’s Story

Bob Althoff World’s Luckiest Man

RSD Hosts The Italian Job

Gus Stewart Creative Director

R$D Grab Bag

Brenda Stiehl Production Manager

Ave Atque Vale Nace Panzica

CONTRIBUTORS Don Musick Genesys Technology Solutions

This issue Brought To You By…

Dr. Paul Leinberger

Brandon Procupek On Mastering Powersports

Eric Anderson Vroom Network Jim Woodruff National Powersport Auctions Mark Rodgers Performance Consulting 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 ADVERTISING Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com Blake Foulds Account Executive (760) 715-3045 blakefoulds@dealernews.com Brenda Stiehl Production Manager brendastiehl@dealernews.com John Murphy Publishing Consultant johnmurphydn@gmail.com

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

© Copyright 2023

NOVEMBER 2023

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old friends. It’s Thanksgiving week, and I am always thankful for being lucky enough to be a part of this great community and this storied publication.

Dealernews exists to celebrate all that powersports is… a place to salute our industry comrades and recognize retail excellence wherever it is found. It’s a place to challenge us all to lift this industry…

World’s Luckiest Man

By Bob Althoff

GIVING THANKS

And sometimes, it is a place to call out bad behavior — to challenge the pernicious action of governments, Wall Street or the quick-buck guys who sometimes infiltrate our ranks — be they Dealers or corner-office occupants. Case in point: Eric Anderson’s recent “Confessions” column. Call it tough love… somebody had to say it and Dealernews has always been the place to air our grievances as much as celebrate our success.

In sum, what happens in these pages matters.

To our staff, our wise contributors, our nless you are in a 20 Club for many of you, supportive advertisers, and to you, Dealers and going to AIMExpo or perhaps a Dealer industry readers — Thank you for all you do to meeting (remember those?) may be the make sure that what we love lasts! only time you get to connect with old friends; make some new ones and be kept abreast of Now onto the good stuff... our industry. Which is a shame, really. We are blessed with the greatest cast of characters, Bob visionaries and die-hard enthusiasts the world has ever known. We should get together more often.

U

I am thankful that I get to reach out to fellow Dealers every month.

While sitting down to fill this page each month, I always start with the thought, “Do I have anything important enough to deserve this column?” Fortunately if I fail, I can be sure there will be plenty of pages to follow to keep things interesting.

After all these years, I am still in awe of Dealernews and what it has been, is and, I hope, will continue to be for another 50 years. First and foremost, it is a place, like AIMExpo, to reconnect with

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Two years ago it was the shaky start as the world tried to recover from COVID… We had to test at the gates every single day and because of a delayed flight, I houred out and had to scramble to find a rapid test center in Newark, New Jersey before the red eye to Malpensa. The gate agent figured I would never make it and booked my seat out from under me, but a mad dash through customs to the only test place that was still open and I somehow made it back to the gate with a clean bill of health seconds before the door closed… and gained the last seat on the plane… only time I have ever flown first class. The rich really are different than you and me, BTW. In more recent years Bicycle Hall Of Famer and moto fanboy extraordinaire Zap Espinoza has been kind enough to let me ride his coattails on some epic side trips into the bicycle and EV side of things. Zap knows things and knows everyone! He also introduced me to the Aperol Spritz.

Editor’s Note

By Robin Hartfiel

Late nights, early mornings and total sensory overload are the hallmarks of EICMA. And any motorcycle dealer should make the pilgrimage to Milan at least once in their lives to experience EICMA for themselves. However you don’t have to wait for “someday” to experience AIMExpo. In fact, our industry’s show was originally modeled after EICMA, complete with consumer and trade days.

A FUNNY THING HAPPENED TO ME ON THE WAY TO THE FORUM As long as you don’t let Bonnello drive it is easier

Y

ou are too young to remember the classic ensemble movie A Funny Thing Happened To Me On The Way To The Forum, but basically everyone from Buster Keaton and Phil Silvers to Zero Mostel get tangled in a comedy of errors that culminates in a crazy chase around Italy. From the very first time photographer Joe Bonnello and I teamed up to cover the Esposizione internazionale del ciclo, motociclo, accessori — EICMA — in 1992 it seems like the greatest show on earth has always been a circus. Crazy adventures, amazing motorcycles, the food and most importantly the people have made every trip to Milan memorable.

There have been many epic and surreal moments at the Fiera over the years… Joe and I were the only Americans to make it out of LAX following 9/11 to cover the show. Helping a stranger change a tire after the show one night, only to find out it was our host (and head of EICMA at the time) Costantino Ruggiero!

Careening through the streets of Milan with Bonnello at the wheel certainly made Zero Mostel’s antics in a chariot look tame by comparison!

Scott Cox and I were standing in the American Pavilion the day Obama was elected president, and there was that time Silvio Berlusconi broke ranks with his entourage to shake Scott’s hand. Definitely surreal, but in Milan they call that Monday.

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to reach AIMExpo as all roads lead to Las Vegas, particularly during Super Bowl Week! For the dealers coming to the event, you will even see things that were not in Milan. Triumph’s just released dirtbike comes to mind. According to my friends at AIMExpo all the booth space was booked 60 days before the show and dealer pre-registrations are tracking to be the highest ever for the event.

As EICMA serves as a barometer for the global market, AIMExpo is the best way to determine the temperature of B2B in the USA. Gather your cast of characters from the shop and head to Las Vegas for an epic road trip of your own.

Cin-cin!

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.

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Speaking of British bikes, here’s another neat story about the BSA on our back wall that you could only see half of in the issue.

It was originally bought at Pete’s in the 50s and it still has our old decal on the bike.

My friends at Baxter Cycle in Iowa had a customer sell it to them. They immediately called me and of course, I bought it!

DEALER PROFILE:

Balancing The Books At Harley-Davidson of Baltimore

OEM UPDATE:

Honda’s Super Cub #1 In The World!

PARTS UNLIMITED NVP

The Show Goes On!

COVERED Firstly, I am humbled by your article and I sincerely thank you for the kind words. I have never really given much thought to my career in this industry and found myself reflecting on the decision I made to join Jim Foster after reading your article with a keener sense of selfsatisfaction as it has been a wild and crazy ride.

John Leach, Owner Petes Cycle Co. — Family Owned & Operated Since 1938 7511 Belair Road Baltimore, Maryland 21236 www.petescycle.com

SOCK IT TO ME, BABY! Definitely a method to the Dealernews madness, and I simply can’t THANK YOU enough. We’re super grateful for mentioning Shock Sox availability to the dealers who have been trying to re-order.

If there is anything I can ever do for you here in Texas in the future, please let me know.

I am forever grateful to Tucker and the Industry... It has been one dream come true having a product launched from literally a closet, in a spare bedroom, around the immediate DFW scene, to global exposure and sales via Tucker.

I wanted them to pull through so badly, but now it’s time to move forward and secure other distribution and continue with dealer-direct sales.

Donald B. Meyers, Jr., President Baltimore Powersports, Inc. Harley-Davidson of Baltimore LiveWire of Rosedale Royal Enfield of Baltimore 8845 Pulaski Highway Baltimore, Maryland

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Johnny Hayes, National Sales Director Denago Powersports C. 281-883-6108 johnny@denagopowersports.com www.DenagoPowerSports.com

Love Triumph’s return to market leadership and those BSAs along the back wall juxtaposed with the Honda ATVs — it shows how far the dealership (and our entire industry) have come in the past 85 years. And through it all, Pete’s is still the place!

You helped put some perspective on this adventure for me personally. Generally, I don’t like to discuss accomplishments as there are so many other leaders I have met over the years whom I admire for their ability to grow their dealerships.

Again, I am humbled by your article.

BACK STORY Less is more, I feel Triumph will do well with the 400cc Singles especially in the metro markets where small to midsize streetbikes sell very well. The goal here is to start out on a smaller Triumph to graduate to a larger Triumph one day. The only thing that could hurt it is if it’s priced too high for an entry level rider.

GREAT ISSUE! Great issue! Thank you for sharing the Denago story and getting Ken Cook and John Walker included in the Sand Sports Super Show coverage. We have more team members coming and some big things to announce in the near future.

THANKS CAPTAIN OBVIOUS! Greetings Captain Obvious — I loved taking a stroll down memory lane in your latest Dealernews Editor’s Note: www.dealernews.com/Current-Issue/8

Again, THANK YOU for giving my little company the exposure it needs right now in this trying time!

You always have a fun and interesting take woven with epic stories.

Shand Garcia, Founder & Owner SHOCK SOX Berm Capital Co. 972-279-0301 office www.ShockSox.com

Jared K. Burt, CEO & Founder HEROHUB jared.burt@herohub.digital herohub.com

Shand had to transform his business model to dealer-direct to replace his long-time distributor Tucker. Note he is also this month’s MIJ #PROfile.

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Benelli Is Back!

In front of a packed house in Milan, Keeway announced it was bringing Benelli back to the U.S. The venerable brand is now being distributed in North America by Keeway Group, co-owner and exclusive worldwide corporate manager of the 100+ year-old marque. In the past Benelli had been distributed by other importers, but now “Benelli will finally be represented by Benelli in the North American markets.”

With design studios in Italy and Spain, and primary manufacturing in China, Benelli and Keeway are international brands, but at EICMA, they were definitely leaning into the historic hometown connection. Founded in the seaside city of Pesaro by the six Benelli brothers in 1911, the original factory is now the Benelli museum, still fully owned by the brand. Originally conceived as a brand of passion, Benelli soon went racing with youngest brother Antonio “Tonino” quickly achieving racing success in Italy and abroad, with Benelli earning two GP world championships. Every year Benelli and the city of Pesaro celebrate Benelli week, a tradition that began 13-years ago at the company’s 100th anniversary in 2011.

The initial 2024 Benelli models will be arriving in the USA in the first quarter of the year, with additional models arriving in the second quarter. Specifics about the models heading to North America will be announced later in the spring of 2024.

Keeway America is a wholly owned subsidiary of Keeway Group, with main offices and warehouses for distribution located in Frisco, Texas. “We welcome powersports professionals to inquire about joining our seasoned team,” claims Keeway. For additional information contact: marketing@keewayamerica.com

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DEALER NEWS: BENVENUTO A BORDO NORTH FLORIDA MOTOPLEX DAYTONA

Viva Italia! Viva Vespa! It is with great pride that Piaggio Group Americas welcomes the newest member of the family and the exclusive Dealer for Piaggio motorcycles and scooters in North Florida: Motoplex Daytona. Located in the heart of Daytona Beach, the dealership is “an evolution of the consumer experience, elevated to support the demands of modern customers and passionate owners, which showcases Piaggio Group’s Aprilia, Moto Guzzi, Piaggio and Vespa motorcycle and scooter brands.”

“Our goal is to create a community around the love of riding,” explains Buck Brown, General Manager of MotoPlex Daytona. “Whether you are a seasoned motorcyclist or someone looking to make their first purchase, we are here to offer personalized service that meets all your needs...

And doing it in style!”

MotoPlex Daytona provides service, accessories, merchandising and entertainment to give customers a unique global vision of the two-wheeled world. Welcome aboard!

Morini expands its horizons by bringing out something different from the standard cruiser,” explains Moto Morini USA COO Chris McGee. Conceived and designed at the European Style Centre headquartered in Treviso, the Italian designers have targeted a different demographic. “With Calibro, Moto Morini makes a strong return to the custom segment, presenting a motorcycle characterized by great personality,” claims the Treviso team. “It is suitable for a style-conscious youth target searching for a unique motorcycle with a distinctive ‘American’ look.”

The parallel twin has been tuned specifically for the cruising customer but will still carve an occasional canyon courtesy of the 18”/16” Pirelli tires, KYB shocks and 41mm Marzocchi forks. A full range of accessories is already said to be in the works.

MOTO MORINI CALIBRO TARGETED AT US

After pushing its boundaries with the opening of a branch in California, Moto Morini rolled into EICMA — hosted in the iconic Italian brand’s home town — with five new models, including a high caliber cruiser. “With the Calibro, Moto

“Moto Morini’s Calibro, with its unique and unmistakable soul, is meant to make its way into the mid-range custom segment and enter the crosshairs of motorcyclists who want to stand out,” concludes the design brief.

Continued on page 14

ATTRACT FIRST TIME RIDERS

WITH THE ALL-NEW SPEED 400 AND SCRAMBLER 400 X These highest quality entry-level motorcycles are now offered by Triumph Available January 2024

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Continued from page 13

BEST WARRANTY IN THE BUSINESS

“Moto Morini delivers the highest margins, a full range of premium features, US-based parts inventory and unparalleled Italian design,” says Chief Operating Officer Chris McGee. “So we needed the best warranty in the business to match.” The iconic brand founded in 1937 is pleased to announce “The Best Warranty in Motorcycling” — 3-Years Unlimited Miles standard.

“With more than six decades of master craftsmanship, and proven reliability, we are confident the motorcycles will provide carefree ownership and unmatched value... and The Best Warranty in Motorcycling comes as standard coverage on all new Moto Morini motorcycles.”

The sum is greater than the parts, they say, but quality components combined with engineer excellence add up for Moto Morini, according to McGee. “Moto Morini motorcycles offer legendary Italian style and engineering, and premium Italian components including adjustable Marzocchi forks, Pirelli tires, tubeless wheels and Brembo ABS brakes to name a few,” is how McGee sums it up. “Combined with The Best Warranty in Motorcycling, Moto Morini motorcycles are the perfect blend of iconic Italian style, performance, quality and affordability.”

Don’t take his word for it though… here is what MOM’s say about Moto Morini: www.youtube.com/watch?v=cF_8ng8UeMs

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TECH OLYMPICS RETURN!

After a COVID-caused hiatus, the Yamaha Technical Academy (YTA) mechanic training and education program has returned. The goal is to create a single global standard in order to ensure customers get the same high-quality service at any Yamaha dealership around the world. There are some 34,000 YTA-trained and certified mechanics worldwide, and the Yamaha World Technician Grand Prix (WTGP) is the biennial contest where the top technicians compete against their counterparts from around the world.

“As a competition expressly for motorcycle technicians, the WTGP has the industry’s longest history and those that qualify for it consider it quite an honor,” explains Yukio Tanaka, who is charged with organizing the event. However, the global pandemic put a hold on running the competition and it has been postponed or canceled since 2018, resulting in a five-year hiatus. Still, Yamaha technicians around the world have continued to hone their skills through their everyday work and online YTA training sessions during that gap period. Plus, new national champions were crowned in countries that were able to hold NTGPs during the pandemic.

“These national champions rightfully won their tickets to the WTGP, yet were unable to compete against their colleagues from around the world,” says Tanaka. “So we invited them to Japan in October this year to properly congratulate them on their achievement at an awards ceremony.” The national champions were handed trophies from President Yoshihiro Hidaka himself and he thanked them for their daily efforts to take care of customers’ motorcycles.

ALPINESTARS KICKS OFF 60 YEARS OF BOOTS

Leading up to EICMA and celebrating 60 years of commitment to racing and innovation, Alpinestars produced One Goal. One Vision. narrated by friend of the brand and Arch Motorcycle co-founder Keanu Reeves. The short film showcases Alpinestars’ unparalleled presence in all forms of motorsport, as well as cycling and action sports. “One Goal

shines a well-deserved light on the champions, athletes, and teams throughout our 60-year history that drive us to constantly push the boundaries of what’s possible,” claims the Asolo, Italy-based brand. “This film is a journey through the world of Alpinestars, a glimpse into why we race on Sunday: so we can innovate on Monday, sharing One Goal and One Vision with our elite athletes at the top of their sport.”

Brought To You By MotorcycleIndustryJobs.com

Dainese Group brought in C-suite exec Angel Sánchez as its new CEO effective November 2nd, just in time for EICMA. “I am excited to join Dainese, a company and a brand I have admired for many years,” claims Sánchez, who previously held senior leadership roles at leading international groups including Keter and Conserve Italia. “I look forward to harnessing the power of the respective brands of the group and capturing the multiple growth opportunities that lie ahead, including continuing to expand its direct-toconsumer channels and growing its presence in high potential markets, such as China.” Massimiliano Caraffa, Managing Director leading Consumer & Retail for the Carlyle Europe Partners advisory team adds, “We are pleased that Angel has joined Dainese at this important moment in the Group’s history. Prior to joining Dainese, Sánchez was CEO of Conserve Italia, one of the largest Food & Beverage cooperatives in Europe, which includes brands such as Cirio, Yoga and Valfrutta, where the businesses doubled EBITDA during his time at the helm. He was previously CEO of ABM Italia, a European leader in the manufacturing of cabinets, shelving and other storage products.

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With Sánchez stepping in as CEO, Cristiano Silei, Dainese CEO since 2015, becomes non-executive Chairman of the company. “It has been an honor to lead Dainese for the past 9 years,” says Silei. “Dainese is a phenomenal business with significant growth potential, and I am truly excited to welcome Angel and support him as we continue to consolidate the company’s leadership positioning in R&D, innovation and technical excellence, whilst accelerating our international expansion.”

Massimiliano Caraffa notes, “I would also like to take this opportunity to thank Cristiano for his leadership of Dainese, and I am delighted that the company will continue to benefit from his considerable industry expertise and knowledge as he takes on his new role as non-executive Chairman.”

A familiar face in the crowd at EICMA this year — but in a shocking new role — was long-time S&S marketing guru David Zemla who has joined forces with Italian suspension specialist Bitubo Srl. In his new role as Director of US Operations for Bitubo USA, Zemla says his new gig is to oversee US Sales & Marketing operations. Identify and target areas in which business can improve operation. Develop and monitor revenue margins, operating expenses, and budgets in conjunction with the Team at Bitubo Italy. Drive the planning and orchestration of business objectives.

After starting on the tire side as National Account Manager for GBC Motorsports back int the day, Kevin Johnston rolled into a series of OEM gigs. Dealers in the Northeast may remember his stints as a District Sales manager with KYMCO circa 20152019, Northeast Sales Manager for Sportsman Country 2016-2019 and most recently as Northeast Sales Manager for SSR Motorsports/Benelli 2019-2023. The rest of the industry probably knows him as an ATV racer.

His new role is Northeast Sales Manager for Piaggio Group Americas. In fact he has already parked his quad and taken to local track days on his new Aprilia.

Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

Steve Lawler discovers the Denago difference. Steve joins the team with decades of powersports experience.

He has always been passionately involved with all aspects of the industry and currently participates in many forms of competition, including racing a trophy truck in Baja to racing his motocross bikes in annual events like Mammoth MX and The Vet World Championships. Lawler has worked in Sales, Marketing and Racing for Yamaha, BRP/ Can-Am and Husqvarna and is excited to utilize his experience and relationships to take Denago to the next level. “I’m impressed with Denago so far, they are so full of energy and really are a fun and exciting company to partner up with,” says Lawler. “Denago’s value proposition is extraordinary… this company has serious potential to bring a lot of new people and families into our sport, Denago represents quality affordable off-road options that deliver for the whole family!”

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In a slick move Motul USA has hired former Harley-Davidson exec Amber Bates as General Manager.

“We’re smaller than your typical energy company, and this agility becomes crucial during this period of profound transformation we find ourselves in,” claims Chief Business Officer Guillaume Pailleret.

“Amber possesses something truly exceptional, from her deep connection to powersports to her captivating personality. I’m incredibly excited to see her take the helm at Motul and lead our North American team towards an exciting future.” In her new role, Bates will manage teams across the United States and Canada, overseeing all aspects of sales, marketing, logistics and technical operations. “Motul is a brand that stands for premium quality and performance, which I’m excited to be a part of,” adds Amber. “Drawing from my 10 years of experience at HarleyDavidson, I’m eager to contribute to Motul’s core business and embrace the unique opportunities that come with their future transformation.

Managing a team is a privilege, and I’m dedicated to fostering my team’s success.” While with The Motor Company, Bates served as Director of Sales - West Region and formerly worked across the dealer operations, marketing and product planning departments. She has an MBM from Bellevue University and a degree in Public Relations and Journalism from Creighton University.

Dealernews July 2022 cover dealer America’s Motor Sports, is on a roll! The operation has expanded with the addition of Brantley Neal as Marketing Manager for their three Middle Tennessee locations.

Tasked with shaping America’s Motor Sports’ place in the Nashville market, Brantley brings years of local marketing expertise to the team. “It’s a great opportunity to be part of a brand with such a rich history in Nashville,” notes Neal. “Before I started, I asked America’s Motor Sports president Chris Watts what his vision looked like, to which he replied, ‘I want our local dealer group to feel like a nationwide brand,’ and I intend to do just that. My goal is to let people know America’s Motor Sports offers industry-leading products and service accompanied by the friendly local business atmosphere we’ve been cultivating since 1982.” After attaining a degree in Marketing from Belmont University, Neal spent two years at Dogwood Hills Communications, a marketing agency specializing in marketing businesses within their local economy. In addition to marketing, Neal has an extensive background in media production, having produced video content for the likes of Universal Music Group, Big Machine Records and Spotify.

In addition to the local market, AMS president Chris Watts is on the NPDA Board of Directors, which explains his vision of being a local dealer on a national scale. Founded in 1982, the family-owned and operated America’s Motor Sports is celebrating four decades as the regional leader in the Middle Tennessee powersports scene.

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DUCATI SANFORD

Dealer Of The Year North & South America

By Robin Hartfiel

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ateline: Bologna, Italy Ducati HQ — October 16th, 2023 Ducati Sanford was announced the 2023 Best Ducati Dealer of North & South America by Gianfranco Giorgini, Director of Operations at Ducati Motor Holding. “This cements Ducati Sanford’s status as a trailblazer in the world of Ducati dealerships,” says Giorgini. The backstory is even better than the headlines as this dealership burst onto the scene to become with world’s best in five brief years!

“This accolade is not just a personal milestone for Ducati Sanford but a momentous achievement for Sanford and Central Florida,” adds Dealer Principal Nate Stickney. “The announcement, officially declared at the Ducati Global conference in Italy marks a remarkable journey for the dealership, which convinced Ducati to establish its Central Florida roots in Sanford rather than the initially proposed location in metro Orlando.”

So how does a dealership in central Florida with a population base barely over 60,000 become America’s best Ducati dealership? It is not exactly South Beach for selling high end bikes to well-heeled urbanites, nor is it Daytona selling race bikes to track day warriors. Stickney silences the critics by saying his team created their own customer base, demographics be damned. “Our secret sauce has been in fostering a tight-knit local Ducati community, delivering stellar customer experiences, mastering the art of digital marketing, and throwing epic events.”

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This formula for success works. “Our stellar team has crafted an atmosphere that’s not just a dealership, but a unique and inviting hangout. Sanford, Florida, is now a buzzing hub for motorcycle enthusiasts, with a vibrant scene that includes many franchised dealerships and a network of strong independents, 73Moto Cafe, biker bars, bike nights and more. Our strategic location is actually closer to Daytona Beach than you might think, which gives us the upper hand during major rallies like Bike Week and Biketoberfest. Believe it or not, the motorcycle culture is thriving right here in Sanford!”

Like real estate, it is location, location, location… but that doesn’t fully explain how the operation went from a startup in 2019 to capo tutti capo in five years. “I would say our rapid ascent may be attributed to a combination of visionary leadership, a customer-centric approach, active community engagement, innovative marketing and social media, hosting events, carrying premium product, adaptability, and a strategically advantageous location,” Stickney sums it up. “This multifaceted strategy is what helped our climb to the top in such a short timeframe.”

Now a Ducatisti of the first order, Stickney was an unlikely convert as his career seemed to be colored by orange and black. “My journey kicked off back in 1999 at a Harley dealership in Detroit, Michigan, where I cut my teeth in the parts department. Fast forward to Orlando, Florida, relocation for tech school… I quickly discovered that wasn’t the direction I wanted to go. So I took a sales position in a multi-line powersports dealership.” He found his true calling there, racing through the ranks from F&I to General Manager.

“Then in 2014, I seized the opportunity of a lifetime and became the proud owner of my very first dealership,” he recounts. “This set the stage for expansion in 2018 and a thrilling partnership with the iconic Ducati brand. It’s been quite the ride over the last 20+ years!” Speaking of the ride…

“My riding journey kicked off in 2002, but the real magic happened in 2005 when I got my hands on the Ducati Monster S2R 1000—a bike that instantly became my favorite to ride. Nowadays you’re likely to spot me cruising on a Diavel or on the new DesertX adventure bike because, let’s face it, life’s too short for just one Ducati.”

The back of the house is a well-oiled machine as well.

“Let’s not forget our rockstar Service team, a powerhouse of experience and talent,” he is quick to add. “Ron Range, Andy Lopez, Wayne Wilson and our Warranty Administrator, Alicia Zabele, are the unsung heroes ensuring our customers receive top-notch service. Their expertise and dedication are the secret ingredients to our success.”

Continued on page 22

Sharing this vision and passion for the brand is the entire crew. “I’m thrilled to give a massive shout-out to our incredible team. First and foremost, a huge kudos to the maestro himself, David Pieser — AKA ‘Ducati Dave’ — our Sales Manager extraordinaire. His dedication and hard work have truly brought my vision to life, and I couldn’t be more grateful,” says Stickney.

“But, of course, behind every great leader is an equally amazing team, and ours is no exception. A big high-five to Cody, Zion and Jimmy-Z, the dynamic trio that forms the backbone of our loyal sales team. Their passion and commitment have been nothing short of phenomenal.”

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Continued from page 21

“For those craving the adrenaline of the track, our members eagerly participate in occasional track days, including the highlight of the year — the DucatiRevs track event at Homestead Raceway, designed to offer a track experience for riders of all skill levels. Not to mention, we proudly support some of our customers who are not just enthusiasts but active racers, tearing up the race circuits in and around Florida. It’s a community that lives and breathes the exhilarating world of Ducati!”

So that should make track day weapons Ducati of Sanford’s top sellers, right? What about Scramblers, Hypermotards and the rest of the range? “Honestly we strike a very good balance on the entire line-up.” However he notes, you can’t sell from an empty shelf.. or showroom floor for that matter. “You have to in order to be successful on our level.

“While the Scrambler lineup has been exceptionally popular, even the Multistrada adventure segment has proven to be a significant hit for us,” Stickney concludes.

“It’s a testament to both our team’s expertise and the diverse tastes of our riders that every Ducati segment finds its place in the Florida two-wheeled landscape...”

And on the world stage as the 2023 Best Ducati Dealer of North & South America.

Compared to canyon carving in Southern California or tackling the Tail Of The Dragon, critics claim Florida is flat and somewhat unimaginative... Especially for a racederived bike like Ducati! Not true counters Stickney. “Our Ducati Official Club of Central Florida is a dynamic hub of activity, organizing a range of exciting events. From thrilling weekend rides to lively MotoGP watch parties held right at the store, our club is all about creating memorable experiences.

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3710 West 1St Street Sanford, FL 32771 (321) 926-1059 www.ducatisanford.com

DUCATI GLOBAL DEALER CONFERENCE 2023

D SUCCESS STORY IN SANFORD

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stablished in 2019 by owner/operator Nate Stickney, Ducati Sanford has rapidly evolved into the go-to destination for Ducati enthusiasts spanning the Orlando to Daytona Beach market areas. Boasting a fully stocked showroom featuring every model of Ducati motorcycle and a cutting-edge race shop with Ducati-certified technicians, the dealership is a haven for those with a passion for the iconic brand.

The dealership’s innovative approach to store design, digital marketing, community engagement and customer experience has been instrumental in Ducati Sanford’s success, driving growth and setting new industry standards. Although Ducati had been eyeing Metro Orlando to establish roots, Stickney was able to convince them to consider Sanford as the open point… Good choice!

However, team work makes the dream work. The dealership’s commitment to excellence is further exemplified by Sales Manager David Pieser, affectionately known as “Ducati Dave,” whose exceptional product knowledge and unwavering enthusiasm have made him a local icon within the Ducati riding community.

The anticipation surrounding this announcement underscores the significance of Ducati Sanford’s success.

As the 2023 Best Ducati Dealer of North & South America, Ducati Sanford continues to raise the bar for excellence, making waves in the world of Ducati retailing.

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ucati’s Global Dealer Conference — the annual event that brings together the vast network of Ducati dealers for a moment of sharing with the Borgo Panigale headquarters — took place on October 16 It was here the Ducati Of Sanford took center stage as the 2023 Best Ducati Dealer of North & South America.

This year’s edition was conducted in digital mode, enabling every Ducati dealer from every corner of the world to virtually connect with Ducati headquarters in Borgo Panigale. The invitation was also extended to all the employees of the Bologna-based motorcycle manufacturer in Italy and in its foreign subsidiaries, generating exceptional results: more than 5,000 users participated, connected from 90 different countries.

The “Ducati Dealer Awards” saw the best dealers from these different geographical areas recognized for their excellence in a variety categories. To date, the Ducati sales network includes more than 800 dealers in over 90 countries around the world.

Ducati says the Global Dealer Conference demonstrates its increasingly strengthening synergy with its dealers, who act as brand ambassadors and key points of contact between the company and the vast community of Ducatisti. It is precisely through its distribution network that the Bologna-based motorcycle manufacturer can guarantee a high-quality service, successfully promote its products, and spread the passion for Ducati around the world.

During the live broadcast the participants were able to interact thanks to the virtual coffee lounge, a space created specifically to facilitate meeting and exchanging ideas between them.

Furthermore, a chat was always kept active which allowed realtime communication with Francesco Milicia, VP Global Sales & After Sales Ducati. Another opportunity open to everyone was the virtual tour of the Ducati Museum and Factory.

Dealers were also treated to a sneak peek at 2024 models. Thanks to the simultaneous translation into 8 languages, dealers from all over the world were able to discover the features and innovations of the Ducati range including the previously announced Monster 30° Anniversario, Multistrada V4 S Grand Tour, DesertX Rally and Multistrada V4 RS, together with the two remaining new products which were officially rolled out at EICMA in November.

The focus of the Global Dealer Conference 2023 was the session dedicated to the corporate strategy and its strengthening, aimed at analyzing in detail how to address the objectives, priorities and challenges that will guide Ducati over the next year, without losing sight of the core values of Style, Sophistication and Performance. This approach provided dealers with the necessary tools to best satisfy the needs of enthusiasts and remain aligned with the evolution of the company, embodying the “Together for Excellence” motto which reflects Ducati’s corporate message of collaboration and common commitment to achieve great results.

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DUCATI CHECKS OUT THE SINGLES SCENE Hypermotard 698 Mono Hits The Streets In Milan

By Robin Hartfiel

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enown for its demo twins, Ducati has been pushing the boundaries, while still paying tribute to its roots. The Panigale V4 SP2 916 Anniversario unveiled at EICMA and the announcement of a dirtbike demonstrate this dichotomy, but it is the Supermoto single shown in Italy that may be the biggest paradigm shift since the Scrambler line took on a life of its own a decade ago… And it looks good too, notes CEO Claudio Domenicali! “I would like to highlight how proud I am that the Hypermotard 698 Mono RVE won the Moto più bella (Most beautiful bike) of EICMA 2023!”

LOOKS ARE SKIN DEEP, DESMO TO THE CORE It has been three decades since Ducati’s Supermono 550 last roared around the track, but the Borgo Panigale crew believes they have a worthy road going successor with the Superquadro Mono. The 659cc single is fitted with Ducati’s legendary desmodromic system, raising the bar for what a big thumper can be… almost as high as the rev limiter.

However, form follows function in the Ducati playbook.

“I think the Hypermotard 698 Mono RVE is a real extract of Ducati’s passion and ingenuity: essential and light like a racing Supermotard with just 151 kg weight with all liquids and no fuel; beautiful, sophisticated and high-performance like every Ducati,” Domenicali adds.

By lopping a cylinder off the 1285cc Superquadro engine found in its flagship 1299 Panigales, the engineers uncorked the best of their big twins with a single jug. “It inherits its racing character and desmodromic system from the Superquadro, allowing it to rev higher than any other single for truly exciting performance.” Case in point: This single should scream, courtesy of the desmo drive with the rev limiter set for 10,250 rpm. “No other single-cylinder engine can achieve this rotation speed,” claims Ducati.

“Its engine, the Superquadro Mono, has been created to set a new benchmark in terms of performance for a singlecylinder road engine with 77.5 hp — which become 84.5 with the racing exhaust fitted — and revs to 10,250 rpm, derived from the most advanced and extreme twin-cylinder engine on the planet, the Superquadro found in the Panigale 1299.”

In addition to the desmo system, the super single inherits vital components like the 116mm diameter piston, the shape of the combustion chamber, the 46.8 mm diameter titanium inlet valves and 38.2mm steel exhaust valves. As it climbs through the rev range, the super single produces 77.5 hp at 9,750 rpm and 46.5 lb-ft of torque at 8,000 rpm.

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Even the “Superquadro” moniker is derived from its big twin big brother, referencing the bore-to-stroke ratio. On the single, this ratio is set to 1.86, which Ducati heralds as the “pinnacle of the category.” That big 116mm bore

makes for the use of large diameter valves and improved performance via the Desmodromic system. Speaking of that particular piston, Ducati declares it is “an absolute record for a production single cylinder. Of racing origin, it is characterized by a ‘box in box’ layout like the pistons of the Panigale V4 R, i.e., with a double-truss base to combine rigidity and resistance by reducing the thrust surfaces with the aim of containing friction. The piston pin is equipped with a Diamond Like Carbon (DLC) surface coating, similar to that used for the piston skirt of the Panigale V4 R.” It enables the compression ratio to be bumped up to 13.1:1.

Like Ducati’s MotoGP bikes, desmo allows Ducati to disregard the limits imposed by the valve springs, enabling extreme levels of valve lift. Also per the MotoGP engine, the rocker arms also boast DLC (Diamond Like Carbon) surface coating to reduce friction and increase wear resistance.

Racing must improve the breed — despite record-breaking revs and pumping out 85hp in race trim, Ducati says reliability is up and service interval are increased. “The Superquadro Mono delivers benchmark service intervals: oil changes are scheduled every 9,000 miles and the valve clearance check every 18,000 miles.”

Bottom line for the super single as viewed from the top: “We dreamed about it, we crafted it, and now it is here, ready to ignite the passion of many young bikers,” concludes capo tutti capo Claudio Domenicali.

Superquadro Mono Technical Specs: • 659 cc vertical single-cylinder engine • Bore x stroke 116 x 62.4 mm • Compression ratio 13.1:1 • Maximum power 77.5 hp (57 kW) at 9,750 rpm – 85 hp at 9,500 rpm with Termignoni racing exhaust • Maximum torque 46 lb-ft (63 Nm) at 8,050 rpm – 49 lb-ft with Termignoni racing exhaust • Aluminum cylinder barrel • Mixed chain-gear Desmodromic valve system with double overhead camshaft, 4 valves per cylinder. 46.8 mm titanium inlet valves, 38.2 mm exhaust valves.

• Asymmetrical crankshaft mounted on differentiated diameter main bearings • Double balancing countershaft with control function of the water and oil pumps • Multi-disc oil-bath clutch, servo-driven and with anti- hopping function • Semi-dry sump lubrication with delivery pump and recovery pump • Fuel feed via oval section throttle body with an equivalent diameter of 62 mm • Six-speed gearbox with the possibility of fitting the Ducati Quick Shift (DQS) Up & Down • Oil change set at 9,000 miles • Check and eventual adjustment of valve clearance set at 18,000 miles

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WHAT THEY SAID

Every year since 2005 the Italian magazine Motociclismo has organized a contest in collaboration with EICMA to vote for the most beautiful bike of the show. This year, more than 35% of voters — approximately 25,500 enthusiasts, including visitors to the show and users of the Motociclismo website — chose the new Ducati fun bike as the queen of the show. They all said that the Hypermotard 698 Mono RVE was “Moto più bella” — The most beautiful bike) of EICMA 2023! ~ Motociclismo The new 2024 Ducati Hypermotard 698 Mono joins Ducati’s lineup as the first Ducati in nearly 30 years to feature a single-cylinder engine, called the Superquadro Mono. In typical Ducati fashion, the Hypermotard 698 Mono leans on its Panigale pedigree of top performance and technology but in a compact and lightweight package that’s sure to be a fun ride. ~ Rider It’s not for nothing that Ducati’s Hypermotard 698 Mono RVE was voted Most Beautiful Motorcycle at EICMA 2023, a verdict handed down last week by the show-going public.

The bike is very lean and its styling is pure Hypermotard, with plenty of ground clearance.

The engine is clean and with a massive presence; the high exhaust with twin mufflers up high at the rear further exposes the engine to stand strong alone. Can’t wait to ride this one! ~ Cycle World WELL, THAT CERTAINLY didn’t take long. The ink has hardly dried on the press release for Ducati’s new Superquadro Mono engine, and the Italian marque has already unveiled the first bike that it’ll be powering. The new Ducati Hypermotard 698 Mono supermoto is here, and it’s wild (performance-wise, at least). The numbers put Ducati’s new thumper ahead of the 74 hp KTM 690 SMC R and Husqvarna 701 Supermoto, with a negligible weight penalty of around 6.6 lbs. Where the KTM and Husqvarna beat it outright though, is on looks. The Ducati Hypermotard 698 Mono looks cool enough in ‘RVE’ trim; an upgraded model that adds kinetic graphics and a quick-shifter. But the base model 698 denudes the bike of its graphics in favor of a traditional Ducati red paint job, leaving it looking rather bland. Generic, even. ~ BIKE EXIF

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RUMBLEON REPORTS Q3 RESULTS Names Kennedy CEO

Billed as the largest powersports retailer in North America, RumbleOn announced operational and financial results for the three months ended September 30, 2023. Part of this disclosure was the announcement they had paid down $47 million of term debt and brought ex-Harley-Davidson executive Mike Kennedy as the new CEO. Among the other Third Quarter 2023 Financial & Operational Highlights: • Total Unit Sales of 17,573, comprised of 10,851 New Units and 6,722 Used Units, resulting in New:Used ratio of 1.6x, a slight decrease from the prior quarter • Total Company Revenue of $338.1 million, down 11.7% sequentially, driven by normal seasonal trends.

• Total Company Gross Profit of $91.9 million; Total Company Gross Profit Margin of 27.2% decreased 60 bps sequentially • Net Loss from Continuing Operations of $16.5 million with Loss per Share from Continuing Operations of $0.99 • Adjusted Net Loss of $11.9 million with Adjusted Diluted Loss per Share of $0.71 • Adjusted EBITDA of $13.2 million, impacted by lower used unit sales and GPU, partially offset by the positive impact from SG&A reductions • Announced $100 million Rights Offering • Reached agreement with primary creditor for revised leverage covenants • Used net proceeds from sale leaseback of Real Estate portfolio to repay $47 million of debt Mike Kennedy, RumbleOn’s new Chief Executive Officer, stated, “I am thrilled to join RumbleOn at such an exciting time in the transformation journey. I look forward to bringing my extensive industry experience to guide the company in its next chapter.

During the quarter, the team made significant progress towards strengthening our balance sheet and cutting costs, positioning the company for future growth and success.”

Kennedy continued, “Looking ahead, the entire leadership team and the Board are laser focused on driving growth and profitability as well as a disciplined capital allocation plan to effectively deliver value for our shareholders.”

Third Quarter 2023 - Summary Financial Results Reconciliation of GAAP to non-GAAP financial measures are provided in accompanying financial schedules.

Unless otherwise noted, all comparisons in the narrative are on a sequential basis for the three months ended September 30, 2023, as compared to the three months ended June 30, 2023. The following table provides operating highlights related to continuing operations.

Total Unit Sales 17,573 units decreased 13.3%, driven by typical seasonality in the powersports business.

Total Revenue of $338.1 million decreased 11.7%.

Total Gross Profit of $91.9 million decreased 13.6% and Gross Profit Margin was 27.2%, down from 27.8%. Sequential decrease in gross profit margin was in line with our prior expectations.

Operating Expenses were $92.2 million, or 27.3% of revenue, compared to $105.6 million, or 27.6% of revenue. Total stockbased compensation was $3.1 million compared to $4.9 million in the prior quarter.

Loss from Continuing Operations was $16.5 million, or 4.9% of revenue, compared to $12.8 million, or 3.4% of revenue. Loss per diluted share was $0.99 compared to $0.78.

Adjusted Net Income (Loss) was $(11.9) million, or (3.5)% of revenue, compared to $0.3 million or 0.1% of revenue. Adjusted net income (loss) per diluted share was $(0.71) compared to $0.02.

Adjusted EBITDA was $13.2 million, compared to $23.6 million. The 44.2% sequential decrease in Adjusted EBITDA was driven by the impact of lower unit sales as expected due to the seasonality in the Powersports segment partially offset by the effects of recently implemented cost reductions.

Cash and Restricted Cash as of September 30, 2023 was approximately $59.5 million, and total debt was $369.9 million.

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Total Available Liquidity, defined as unrestricted cash plus availability under floor plan credit facilities for inventory on hand at September 30, 2023, totaled approximately $73.6 million.

Cash Flow used in Operating Activities was $19.3 million for the nine months ended September 30, 2023.

Weighted Average Basic and Diluted Shares of Class A and Class B common stock outstanding were 16,665,709 and 16,452,254 for the three months and nine months ended September 30, 2023, respectively. As of September 30, 2023, RumbleOn had 16,735,391 total shares of Class B common stock and 50,000 shares of Class A common stock outstanding.

Full Year 2023/2024 - Financial Outlook RumbleOn is reaffirming its outlook for the full year 2023 and full year 2024: The full year 2023 Outlook calls for: Total Powersports and Transportation Revenue of $1.38 billion to $1.48 billion.

Powersports GPU of approximately $5,300 to $5,400.

Adjusted EBITDA of $55 million to $65 million.

Full statement here: investors.rumbleon.com/RumbleOn-Reports-Third-Quarter-2023-Financial-Results-11-7-2023 Third Quarter 2023 - Summary Financial Results

Powersports Segment

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RumbleOn Announces Record Date For Proposed $100.0 Million Rights Offering Originally RumbleOn’s Board of Directors had fixed the close of business on November 13, 2023 as the record date (the “Record Date”) for its previously announced proposed $100 million equity rights offering, which was initially announced by press release dated August 9, 2023 and filed with the Form 8-K filed with the U.S. Securities and Exchange Commission (“SEC”) on August 11, 2023. However, right before the Thanksgiving break, that date had been pushed to December.

Under the terms of the Rights Offering, the Company expects to distribute non-transferable subscription rights (the “Subscription Rights”) to each holder of its Class A common stock and Class B common stock (together, the “Eligible Stockholders”) as of the Record Date. The subscription period for the Rights Offering is expected to commence on or about November 13, 2023, and terminate approximately 16 calendar days thereafter, on November 28, 2023. All Eligible Stockholders as of the Record Date will have the opportunity to participate in the $100.0 million proposed Rights Offering on a pro rata basis. Each Eligible Stockholder will receive one Subscription Right per share of the Company’s Class A common stock and Class B common stock held by such Eligible Stockholder as of the Record Date.

The Company has not yet determined the subscription price to be paid upon exercise of the Subscription Rights. The Company expects to determine and announce the remaining terms of the Rights Offering prior to the commencement of the Rights Offering.

The Company has put in place a backstop arrangement in the event that shareholders do not subscribe for a sufficient number of shares in the Rights Offering to raise gross proceeds of $100 million. In particular, the proposed Rights Offering is fully backstopped by Mark Tkach, William Coulter and Stone House Capital Management, LLC, a Delaware limited liability company (collectively, the “Standby Purchasers”), under a Purchase Agreement, which commits the Standby Purchasers to purchase any and all shares of Class B common stock unsubscribed for in the Rights Offering pursuant to a backstop private placement, subject to certain pricing requirements set forth therein and customary closing conditions, including completion of the proposed Rights Offering by December 1, 2023.

As previously disclosed, RumbleOn intends to use $50 million of the net proceeds of the Rights Offering to prepay a portion of its outstanding debt under that certain Term Loan Credit Agreement, dated as of August 31, 2021 with Oaktree Fund Administration, LLC, with the remainder being available to fund the growth and development of the Company’s business, including for possible acquisitions and other corporate purposes.

Other Important Information The Registration Statement relating to the proposed Rights Offering has been filed with the SEC, but has not yet become effective. The Company intends to make the proposed Rights Offering pursuant to such Registration Statement and a final prospectus to be filed with the SEC as soon as practicable following the Record Date. The securities may not be sold nor may offers to buy be accepted prior to the time the Registration Statement becomes effective.

Pushing Into December On November 22, RumbleOn announced that its Board of Directors is extending the Rights Offering subscription period an additional week until December 5, 2023, in order to better ensure that holders of its Class A common stock and Class B common stock (together, the “Eligible Stockholders”) have sufficient time to subscribe for shares of Class B Common Stock of RumbleOn. The Company has distributed one Subscription Right for each share of the Company’s Class A common stock and Class B common stock held by Eligible Stockholders as of the Record Date. Each Subscription Right entitles Eligible Stockholders to purchase 1.078444 shares of the Company’s Class B common stock at the Subscription Price of $5.50 per share. The Rights Offering is fully backstopped pursuant to a standby purchase agreement between the Company and certain of its stockholders.

Copies of the prospectus, when it becomes available, will be mailed to all Eligible Stockholders as of the Record Date and may also be obtained free of charge at the website maintained by the SEC at www.sec.gov or by contacting the information agent for the Rights Offering, Broadridge Corporate Issuer Solutions, LLC, at (888)789-8409 (toll-free).

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powersports. Here are some noteworthy findings I think all dealers should pay close attention to: Powersports Financing Is On The Rise As in most industries, the cost of powersports has grown significantly in recent years, but these higher prices have not deterred consumers from opening their wallets. The rising costs have merely shifted how customers approach paying for these items. According to the Synchrony study, 50% of consumers said that the recent price increases have led them to seek financing options. If we look at consumers ages 21-39, that number jumps to 65%. In 2023, 36% obtained financing for purchases, up from 31% in 2021.

SHOW ME THE MONEY!

Financing Is Key To Revving Up Powersports Sales

By Susan Medrano, SVP & General Manager of Synchrony Outdoors

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he popularity of powersports remains strong. Just look at the numbers from Fortune Business Insights, which estimates the global powersports market size will grow to more than $54 billion in 2030. That’s up from just under $38 billion in 2023. These impressive figures are fueled by a passionate group of enthusiasts looking to ride into their next outdoor adventure.

In my role leading our outdoors business at Synchrony, I’m very familiar with the powersports community. I work closely with a team of avid riders and interact daily with dealers nationwide who are as dedicated to riding as they are to helping fulfill customers’ needs. This includes delivering financing options that make it easy to purchase the items they want while helping to meet their unique budgetary requirements.

The growing role of financing in the powersports world is a testament to dealers’ commitment to the customer. Dealers recognize that most purchases come with a significant price tag. As I like to say, it’s not like buying a pair of jeans. From the vehicle itself to accessories and extended warranties, these are significant investments. It’s the dealer’s job to help eliminate any purchasing roadblocks so their customers can begin what will be one of the best adventures in their lifetime.

Synchrony recently completed our 9th Major Purchase Journey Study, which examines consumers’ purchase journeys and the role of financing across a number of categories, including

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Online Research Channel Remains Critical Over the past few years, it’s become clear that current and soonto-be powersports riders are actively visiting retailer websites when they are looking to buy and when researching available financing options. In 2021, during the height of COVID-19, 80% of consumers said they began researching options online, with 20% stating they were researching financing options online.

Naturally, we expected these numbers would decline in the post-pandemic era, but 78% still begin research online. As for financing, that figure actually grew, with 23% of consumers leveraging these websites when weighing their options.

I routinely share these insights in the conversations I have with our dealers. In just about every interaction, I remind them that having financing is essential, but that alone is not sufficient.

They must post all their available financing options online and make them easy to locate. This is new territory for many dealers.

The Dealership Remains King The rise of the online channel has by no means diminished the role of the dealership — 68% of shoppers still make their purchases in the store, yet 21% said they were unaware financing was available until entering the store, and 55% researched financing by asking the retail associate. This gets back to my point about financing awareness and being proactive. Dealers should aim to introduce what’s available as early in the process as possible to generate immediate awareness. Adding details to store signage and placing financing options on the price tags of individual items can help to speed the process along.

But it is very important for dealers to arm all sales representatives with details on all available financing options and encourage them to proactively share these with customers.

I’ve seen a vast improvement in this area, but based on my conversations with dealers, there is still more progress to be made — 40% of customers who obtained financing instore initiated the financing discussion with an in-store sales associate.

Retailer Financing Wins The Race There is good news for dealers as they engage in these financing discussions — customers who finance prefer to do so through a dealer (versus a bank). According to our research, 75% said they are comfortable financing through a retailer-specific credit card. In our 2022 Powersports Enthusiasts research paper, we found that financing through a dealer is preferred for its convenience and ease of application. For dealers not offering financing or who may be reassessing the current offerings, that same 2022 paper found that the key factors mattering most to customers when selecting financing include: • Interest rate (APR): 52% • Size of monthly payments: 33% • Length of loan (months/years): 15%

One final area that is not part of the research but worth noting is the importance of alleviating the pain that comes when completing a sale that involves financing. We’ve all been on the buying end at a dealership and weathered this final step. Rather than putting your customers through that process, work with financing companies that have experienced underwriters who are on staff and can jump on the phone with sales associates, examine the numbers, and bring the sale to a quick conclusion. We’ve made this a priority at Synchrony,

and dealers continually tell us it helps complete a terrific sales experience.

Next time you speak to a finance partner, ask if they have any on-staff underwriting experts who are on call and ready to lend a hand. This can help ensure that once your customer has decided to buy and has selected a financing option that best meets their needs, you can accelerate the last step so they can get out the door and on their next ride right away.

Susan Medrano is a seasoned executive with global experience leading teams in healthcare, financial services and the packaged goods industry in over 50 countries. She is currently a General Manager with Synchrony and the executive sponsor for the Dallas area Women’s network, along with the Track Leader for the Sales Business Leadership Program. Susan is known for her ability to learn new business lines, analyze the strategic and financial opportunities, identify and close strategic deals to grow the business. She earned her BA from University of Texas at Dallas in Political Science and an MBA from Southern Methodist University in Strategic Leadership. She is a certified Six Sigma Black Belt. Susan is a prior member of the BOD for School the World and has served as a Board member for CASA of Collin County.

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Dealernews Research

There can be a lot of reasons for the delay in releasing an electric Super Cub…. Maybe they’re having a hard time finding enough plutonium!

By Don Musick

FUTURE CUB FUN FACTS: BARBIE CUB? You might think so, but this limited-edition Super Cub is a replica of the “summer pink” model featured in the 2019 anime film “Weathering with You”. This 2020 release from Honda was only available in Japan from July - October 2020 in 50cc and 110cc versions. While both editions are sold out, 1/12th scale model kits are still available from hobby shops like “Hobby Link Japan” or on eBay. A Super Cub (this time green) also plays a central role in the storyline of the 2021 anime TV series appropriately named “Super Cub”. The series follows a poor young girl’s journey of self-discovery on her used Super Cub.

I

n recent years, Honda has teased that an electric version of the Super Cub is in the works. The Concept model shown below was unveiled at the Tokyo Motor Show in October 2015, but little information has trickled out since.

However, for 2024, Honda China has announced three electric bikes including a model called the Cub e. Whether or not the Cub e lands in the US as an heir apparently remains to be seen. But Honda should feel some urgency since CSC Motorcycles currently offers an electric Super Cub look-alike (the Monterey) at a very attractive price point. You can see a video of the unboxing and first ride of the Monterey here.

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CARDBOARD CUB Not to be out-Barbied, a group of six art students from Yawatahama Technical High School in Japan created a lifesized C100 Super Cub entirely out of cardboard (link – be sure to select English)! Known more for its prowess in the WRO (World Robotics Olympiad) and its soccer club, these students had little familiarity with any type of motorcycle including the Super Cub. Their Art Club advisor, Katsutoshi Semba, had decided that instead of assigning individual projects to the students, they would come together as a team. While not a motorcycle enthusiast himself, he chose the C100 because “of the great presence of the Super Cub, which is like water and air.” I’m sure that this sculpture will never be anywhere near water!

LEGO CUB It turns out that the job title “LEGO Master Builder” is a real thing and Master Khang Huynh has demonstrated his talent with a Honda Super Cub build.

Sadly there’s not a LEGO kit that you can buy and build yourself, but you can check out his mastery on his Flickr page.

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 toolson and Continued market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize page 32 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

NOVEMBER 2023

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Dealernews Research

By Lenny Sims

GO RVING?

A

s Dealernews chief advocate Scot Harden notes in his column this month, the RV market is closely aligned with what happens in powersports. So what do the J.D. Power tea leaves say is in store for the RV industry… and perhaps ultimately powersports?

Plenty! However it is not all glad tidings of joy for the coming holiday season.

RV values softened in the summer, reflecting more difficult trade dynamics and higher interest rates.

Looking at individual segments, the most recent 10 years of Standard Hitch trailer values averaged 5.5% lower in the 10 months of 2023 compared to the same period of 2022. Fifth Wheel units averaged 1.2% higher in that period, although the pullback in the most recent period puts values on par with 2022.

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In the Motorhome segment, Class A vehicles averaged 2.5% lower in the first 10 months of 2023 compared to the same period of 2022, while Class C motorhomes averaged 1.9% higher. However, the most recent value period shows Class C values similar to 2022.

Camping Trailer values were 1.5% lower in the first 10 months of 2023 compared to the same period of 2022, and are now back at 2021 levels. Truck Campers averaged 1.8% higher in that period, but are below the 2022 level in the most recent valuation period.

Bottom line: RV values are still relatively strong, but the market has clearly cooled somewhat in the second half of 2023. Equity challenges combined with a tougher finance environment means dealers are working harder for each sale. Conditions should feel more like 2019 than 2021.

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.

IF IT WORKS IN HERE, IT’LL WORK OUT THERE.

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

REGISTER FOR LEADING FOR SUCCESS AND SATISFACTION Session 1 of 5 begins: Nov 9 Live-Online Session 1 of 5 begins: Jan 9 Live-Online Session 1 of 5 begins: Mar 14 Live-Online

BUY TWO SEATS IN LEADING FOR SUCCESS AND SATISFACTION AND GET YOUR THIRD SEAT FREE.

spader.com/powersports

OCTOBER ‘23 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE

10%

Cold Winds Blowing

3%

1%

0%

-10%

-9%

-9%

-9%

-12%

-2%

-15%

-20%

Fall In October

*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.

MARINE

SIDE X SIDE

ATV

MX

DUAL SPORT

SPORT

METRIC CRUISER

DOMESTIC CRUISER

AVERAGE WHOLESALE PRICE CHANGE

10%

0%

-10%

-6%

-9% -13% -17%

-18%

MARINE

SIDE X SIDE

MX

DUAL SPORT

-30

-21%

-22%

-22%

ATV

-20%

SPORT

With less than 45 shopping days left until Christmas, the holidays could help buoy sales for dealers - especially those aggressively marketing OEM promotions and incentives. The news of a likely Federal Reserve pause on rates has provided some respite to the steady rise in interest rates, but many consumers are finding it more difficult to part with their hard-earned money. Inflationary fires continue to burn, and the competition for where consumers can spend their dollars is more abundant than ever. The good news is people are still working and spending.

The question is, can your dealership provide them with the shiny new toys they want for the holidays? Keep inventory fresh, liquidate aged units, and put the products you know you can sell on your floor. Buying season is here - don’t let it pass you by.

OCTOBER ‘23 VS. OCTOBER ‘22

METRIC CRUISER

Inventory: Naughty Or Nice?

-30

-26%

DOMESTIC CRUISER

Monthly Average Wholesale Price (AWP) in October fell roughly 10% below the prior 90day average. All on-highway segments slipped by 9-12%, while off-highway and Marine/RV categories produced more mixed results. SxS prices were fairly stable in October despite inventory data showing many dealers are overstocked. All major product categories were down 10-20% on a year-over-year basis. While we expect further price declines in the remaining months of 2023, seasonality has historically stabilized in November and December as prudent dealers begin stocking for the Spring.

RV / CAMPER

Winter is in the air as the wholesale market moves through the coolest pricing period of the year. October continued September’s trends as auction values across the product spectrum slipped lower. Three main factors are influencing current wholesale market trends: seasonality, post-COVID price deceleration, and the volume of inventory sitting unsold at dealerships. All three are creating a very challenging environment for sellers.

-26%

RV / CAMPER

OCTOBER AWP IN REVIEW

One card with

BIG POSSIBILITIES for your business.

Start offering the Synchrony Outdoors Credit Card for powersports purchases like service, parts, gear and other accessories to help your business achieve: Increased traffic: Attract customers with another payment option.

Higher tickets: Customers can easily upgrade their powersports accessories.

Repeat sales: Welcome cardholders back to shop with their dedicated line of credit.

Plus, all cardholders have access to 6 months promotional financing on purchases of $199 or more.* You can also offer longer promotional financing terms for bigger purchases, during sales or simply to drive more traffic.

This card cannot be used for the purchase of a powersports vehicle with a VIN, including down payments.

To enroll, scan the QR code to visit syfenroll.com and enter the code Outdoors23 or call (866) 209-4457 and select option 3.

*Subject to credit approval. Minimum monthly payments required. Gas station purchases are not eligible for promotional financing.

e

CURRENTS+

NE PLUS ULTRA UNVEIL

First Superbike From India Just Happens To Be Electric It’s a bird, it’s a plane… it is the first Superbike from India!

With a lightning fast top speed of 265 kmph and 120hp/90kw of raw power, the Ultraviolette F99 superbike prototype was presented at EICMA. redefines performance. “Cutting-edge active aerodynamics take your ride to the next level and when it comes to acceleration, 0-100kmph in just 3 seconds,” claimed co-founder Narayan Subramaniam from the stage of the Ultraviolette “Space Station” booth in Italy.

“Ultraviolette is not just a brand,” he added. “We represent a paradigm shift… And we’re building something beyond what the world has seen before.” Established in 2016 by Subramaniam and Niraj Rajmohan, Ultraviolette is an innovator in sustainable mobility and energy. The company’s stated goal is to develop India’s first ecosystem of high-performance electric vehicles and future-ready energy infrastructure.

The Ultraviolette F99, is a symphony of futuristic design and extreme performance, noted Subramaniam. “With Active Aerodynamics, the air-shield, sensor-based overtake alerts and more, the F99 is the most advanced electric motorcycle in the world. Embrace the electric revolution and redefine your ride with the F99.”

If you missed the EICMA unveil, click here: www.ultraviolette.com/f99

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ROYAL ENFIELD HIM-E AT EICMA

Royal Enfield presented its first ever electric vehicle design concept at the EICMA 2023 in Milan, Italy. This is a new phase in the history of an iconic 122-year old company. Royal Enfield Electric Himalayan Testbed debut represents the company’s commitment to a sustainable adventure and exploration.

“This motorcycle is only just a part of a much bigger sustainable ecosystem of exploration and adventure that we are working on in the Himalayas,” explained B Govindarajan, CEO of Royal Enfield. “From green charging pit-stops, to our responsible travel initiative, from creating self-sustaining communities to collaboration with UNESCO to preserve the intangible cultural heritage of the Himalayan region, there are a lot of initiatives we are passionately driving.”

Since Royal Enfield is using HIM-EV as a rolling laboratory to prove its electric powertrain designs there were no range, power claims or battery type presented at EICMA. Specs including battery, torque, speed, range, and charging times are still cryptic “TBD” — as is an anticipated go to market timeframe, let alone when we will see something like this Stateside!

GAS GAS GOES EV

The biggest news on the GasGas stand at EICMA was their littlest bike, the battery-powered MC-E 2. Designed for young kids to discover the thrills of riding with confidence, diminutive 10-inch wheels and a low center of gravity make it just right for first-timers. However adjustable ergos and three speed modes keep future rippers going for more than that first weekend on two-wheels.

Speaking of speed, GasGas says the MC-E 2 really does rip: A top speed of 20.5 mph can be achieved with mode three engaged.

Mode two regulates speed up to 12.4 mph (20 km/h) while the lowest setting, mode one, lets kids get to grips with riding offroad safely with a modest top speed of 4.3 mph. “It leaves all similarly sized and spec’d dirtbikes, e-powered or otherwise, in its dust,” claims GasGas.

Technical Highlights – MC-E 2

Removable Li-Ion power-tool battery – Easy to remove and recharge, the universal, power-tool style fitment means fully charged spare batteries can be fitted quickly and easily.

Fast recharging – It only takes one hour for a full recharge, with an 80% charge taking just 35 minutes!

Adjustable ergonomics – The MC-E 2 can be adjusted in size (great for kids between 35-51 inches. As children grow, they can continue developing their skills on the same bike. The standard seat height is 18.5 inches but can be changed to 19.6 inches relatively quickly with basic tools.

Low maintenance – Battery powered. No chain and no sprockets. Just simple, hassle-free riding!

Safety features – The motor only provides power after the throttle has been twisted forward slightly, from fully closed.

Also, a rollover sensor cuts power when the MC-E 2 is laid down, and there’s a traditional kill switch for all other situations.

Disc brakes – No old-school drum brakes here! Front and rear disc brakes create some serious stopping power, which gives all children a ton of confidence.

Best of all, dealer deliveries began in the fall to make sure some good little boys and girls would be getting the gift of riding this holiday season.

RAWRR UNLEASHES “S” AT EICMA

First-Ever Street Legal Lightweight eMoto Unveiled Rawrr eMoto unleashed the latest addition to its top tier platform at EICMA — the 72V Rawrr Mantis S. Building upon the success of their lightweight-electric eMoto concept — the S version meets FMVSS on-road requirements in the U.S. as well as in Canada, Europe, Australia, Japan and Central/South America. “The Mantis S is fully DOT and ECE compliant—an eMoto first,” explained Rawrr CEO Andy Leisner. “The brakes and suspension are up to road-going motorcycle standards, not overtaxed MTB components.”

According to Andy, Rawrr leadership worked directly with governing bodies while developing the Mantis S. Now riders can legally experience the thrill of the Mantis platform on the street. “Other eMoto makers ignoring regulations has resulted in bans, and riders have had bikes impounded and even crushed as a result.”

The Mantis’ category-leading balance, superior handling, state-of-the-art suspension, and responsive brakes establish it in a category of its own. “With the introduction of the S version, Rawrr is enabling a new category of riding, solidifying its leadership in the lightweight eMoto category and living up to its purpose – to unleash the power for anyone to go anywhere.”

The 72-volt Mantis S is available for pre-orders at Rawrr dealers now and will be in stock in March, 2024.

NOVEMBER 2023

45

e

With former Greenger guy Doug Chapman returning to Suzuki, ICE industry veteran JJ Pecsok will now be working to increase brand awareness, reputation and sales by implementing new processes and programs for Greenger’s dealer partners, while also improving the customer experience and service in his new role as VP of Sales & Marketing. “I am extremely excited about the opportunity with Greenger Powersports, and I look forward to expanding our all-star team here,” Pecsok says. “The electric powersports industry is in its early stages, presenting an excellent opportunity for growth.

With the incredible products Simon Zhu designs and develops, Greenger is in a strong position to really push this market forward.”

Pecsok joins Greenger with more than16 years of experience in the powersports industry, including firsthand experience as a rider for American Honda’s amateur team, where he won several national championships. He also has ample experience on the business side of the industry where he has held various sales and marketing roles at Fox Racing, Tucker Powersports and most recently HiSun. “Sustainable growth requires effective leadership, and bringing JJ aboard now allows us to continue scaling at a pace that allows for maximum return,” says Simon Zhu, founder and chief executive officer of Greenger Powersports.

“With his years of experience in the powersports industry, I know we have the right individual for the job, and I am thrilled to see what he will accomplish here.”

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Doug Cline’s appointment marks a significant step forward for Volcon ePowersports as the company continues to innovate and expand its presence in the electric powersports industry.

“The entire Volcon team looks forward to working closely with Doug to achieve new heights in sales and customer satisfaction,” concludes Davis.

Volcon looking to put a charge into their EV sales has added a new sales director.

“We are thrilled to welcome Doug Cline to the Volcon team as our new Director of Sales for the United States,” said Jordan Davis, CEO of Volcon ePowersports.

“Doug’s wealth of experience, strategic thinking, and commitment to excellence will undoubtedly elevate our sales team and contribute significantly to the continued growth and success of Volcon.” Davis added “With more than 15 years of experience in operations, strategy and business development, Doug brings a proven track record of driving growth and executing successful sales strategies.”

As the former Director of OEM Partnerships at Dominion DMS, Cline played a pivotal role in negotiating and closing strategic partnerships with industry-leading SaaS companies. His efforts significantly expanded product offerings and market reach, leading to a reduction in churn rate and driving customer retention and satisfaction.

Before that Cline demonstrated his leadership abilities in key positions with Gulf States Toyota in roles ranging from Manager of Training, Parts & Service and Manager of Sales Operations.

Cline holds an MBA in Project Management, showcasing his commitment to excellence and strategic thinking. He has received numerous accolades throughout his career, including being recognized as the #1 District Sales Manager for increasing retail sales and customer satisfaction scores. His strategic approach and commitment to excellence have consistently positioned him as a top achiever in the automotive and recreational sales industry.

Meanwhile, former Volcon sales stalwart Dave Auringer has hung out his shingle as a headhunter. DLA Search & Consulting, Inc. is an executive search and consulting firm specializing in sales, marketing, dealer development and engineering positions at all levels. “We are focused exclusively on building world-class management teams,” h e s ay s . S p e cial t i e s in cl u d e: Recruitment Specialist - PowerSports, MotorSports, Marine and Recreational Industries.

“My career spans 30 years in the powersports Industry with professional experience in sales, marketing and dealer development; holding positions from GM at the dealership level to VP at the OEM level,” adds Auringer.

“I built three sales, marketing and dealer development teams along with two retail dealer networks from the ground up. I know first hand that it takes “EXCEPTIONAL PEOPLE” in key positions to be successful. DLA Search can recruit that person to your company!

After starting as a DSM with Suzuki circa 1983-1985, he bounced to BRP for 12 years, was later VP of Sales & Marketing for Excelsior-Henderson, then served stints at Kimpex, Director of Dealer Development for Indian, VP of Sales & Marketing with CFMoto during the massive growth in the US and most recently National Sales Director for the past couple of years with Volcon ePowersports.

Need recruiting or consulting help? Call DLA at: 612-618-8948

FOR PEOPLE WHO CONSIDER PAVEMENT CRUEL AND UNUSUAL PUNISHMENT.

Contact your Regional Sales Manager to become a Volcon dealer today: Northwest Steve Christian schristian@volcon.com

Midwest, Southwest Dave Auringer dauringer@volcon.com

Southeast Ken Cook kcook@volcon.com

Northeast Frank Renick frank.renick@volcon.com

South Johnny Hayes jhayes@volcon.com

Eastern Canada Robert Berube robert.berube@volcon.com

THE ALL-ELECTRIC VOLCON STAG FINANCING AVAILABLE

Western Canada Gerry Picard gerry.picard@volcon.com

Y.U.M. WHETTING eBIKE APPETITIES AT EICMA

F

rom innovative startups to in-depth discussions on trends and the market with experts and journalists, Y.U.M. — standing for Your Urban Mobility — was an area of EICMA designed to give the world an electrifying taste of the future. The Y.U.M. buffet brought in new products new ideas, as well as proposals from the entire supply chain: bikes and e-bikes, motorcycles, electric and endothermic-powered scooters, cargo bikes, mobility solutions and much more, according to ANCMA, the Italian Trade Association.

“Cities are the cause and effect of a new demand for mobility, and two-wheeled pedal and motor vehicles already represent a concrete, usable and sustainable answer,” claimed Paolo Magri, president of Confindustria ANCMA (National Association of Bicycle, Motorcycle & Accessory Manufacturers) and managing director of EICMA. “Y.U.M. offers a vertical representation of our industry’s offerings and the contribution we have always made to the demand for travel that comes from today’s increasingly complex urban contexts.”

But Y.U.M. was also created to be an opportunity for listening. It was EICMA’s CEO Magri himself who emphasized during the opening day press conference — which was attended by Edwin Bastiaensen, secretary general of IMMA (the international association of motorcycle manufacturers)

48

and Antonio Perlot, secretary general of ACEM (the European association of manufacturers). “How much this area, which we want to grow from nothing to become a recurring feature, is also configured as a privileged place for listening to the instances of companies and, above all, of visitors who are road users.

“We are collecting the views of citizens and also investigating the relationship between all the protagonists of the road: pedestrians, cyclists, motorcyclists, motorists and users of public transport,” added Magri.

And it is precisely the “diversity of interests and needs in the field” that Bastiaensen of IMMA addressed: “The Y.U.M. area allows multiple actors to meet, exchange and present specific solutions. Although there are many differences among all road users,” Bastiaensen continued, “motorcycles and scooters will continue to offer tremendous benefits for commuting and cab and delivery services in all urban environments.”

Finally, Antonio Perlot, also referring to ACEM’s Vision2030+, remarked that “urban mobility of the future requires thinking outside the box. The new area of EICMA,” Perlot said, “offers the opportunity to show the advantages of smaller, lighter vehicles specialized in passenger mobility and for small logistics, such as the innovative mopeds, scooters, motorcycles, tricycles and quadricycles produced

by ACEM member manufacturers.”

EV SHOCKERS AT EICMA

K

YMCO announced three ground-breaking technologies to accelerate the mass-adoption of electric motorcycles: The Ionex Battery-as-a-Service Solution for Energy Companies, the Ionex Battery Metering Unit for EV Manufacturers, and the Ionex Energy Station for Batteryswapping Network Operators. “Today, we stand on the brink of a remarkable transformation in the world of mobility. A shift that reshapes the way we move, a change that KYMCO leads,” said Allen Ko, Chairman of KYMCO. KYMCO’s vision of EV’s future is based on three core concepts: Energy Companies provide riders with battery services for electric motorcycles. With this battery service, the riders receive batteries from energy companies with guaranteed performance and pay only for actual battery usage. Riders no longer need to buy batteries when purchasing their vehicle.

EV Manufacturers introduce electric motorcycles with integrated onboard battery metering. Every electric motorcycle works with the Energy Companies’ battery service.

Without the costs of the batteries, electric motorcycles are more affordable than ever before.

Battery-swapping Network Operators deploying thousands of battery-swapping stations, forever erasing range anxiety. Battery-swapping networks provide riders with zero-wait charging and unlimited range.

technologies to propel all stakeholders to collaborate as the Ionex Open Consortium, an EV ecosystem that brings affordable, convenient, and sustainable electric mobility to all, the true arrival of the electric era.

The Ionex Battery-as-a-Service Solution for Energy Companies, the Ionex Battery Metering Unit for EV Manufacturers, and the Ionex Energy Station for Battery-swapping Network Operators make up the revolutionary Ionex EV Solution.

The Ionex EV Solution aims to benefit every stakeholder in electric mobility, especially all consumers, businesses, and governments wishing to go electric.

“We look forward to seeing the impact the Ionex EV Solution will have on Southeast Asia’s fast-developing EV ecosystem.

We see its potential to bring about more affordable and convenient electric mobility,” expressed Chuck Kim, Managing Director of Group Business Development and Capital Markets, Grab.

“Right here, right now, marks the inflection point of the electric era,” claimed Ko. “KYMCO’s game-changing Ionex EV Solution is paving the way for all stakeholders to jointly transition to the electric future. I invite everyone to join us on this transformative journey.”

More profoundly, KYMCO sees riders choosing from a wide variety of electric motorcycles made by various manufacturers and battery service plans that best match their lifestyles.

For energy replenishment, riders charge their vehicle in the garage or charge their battery in the house. In the city, riders swap on the go at the nearest battery-swapping station. And while traveling, riders get unlimited range from the extensive battery-swapping network to power all their journeys.

Ionex EV Solution: Arrival Of The Electric Era To address all current challenges and future ambitions to fulfill KYMCO’s vision, Ko announced three ground-breaking

NOVEMBER 2023

49

Italmoto says the Trionfale is the “two-seater of the future.” We say it looks a lot like the Super73of the recent past... See it for yourself at: www.italmoto.com/en

Let them eat CAKE! GoWows’s new design looks vaguely familiar...

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Harley-Davidson and its LiveWire sibling were conspicuous in their absence from the world’s oldest motorcycle show and largest gathering of eMotos. We did spy one Del Mar stashed in the back of the Gates belt booth, but there was no corporate presence from The Motor Company, ICE or EV.

In a sea of Sur-Ron inspired sameness, Maeving stood out at EICMA. Made in the Midlands, the machine is quintessentially English, but with two batteries already built into the system, top speed is 45 mph with an 80 mile range... our pick to click in Milan!

See more here:us.maeving.com/pages/about-us

Trey Canard’s history making Honda “Electric Moto” CR250 straight from the All-Japan Nationals to the showfloor in Milan. While the racebike was front and center at EICMA, there was surprisingly little attention on the eBikes at the Honda stand... at first glance.

Keeway had a couple shockers at the show on the eBike side as well as some electrifying news for the Benelli ICE effort in the U.S. Wait until AIMExpo to see more.

NOVEMBER 2023

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Honda had their eTechnology hidden in the booth at EICMA.... Stashed away in a darkened passageway was the prototype, interchangeable battery station and not much more! You had to know where to look, and who to ask about electrification.

After essentially defining the eBike category, Sur-Ron has decided to go into the eMoto category. Probably a good idea as there were no less than 40 bikes being displayed in Italy that were “inspired” by Sur-Ron

Designed in Imola, the heart of Italy’s “Motor Valley,” this bike is said to be designed by the future. What the Italian Volt lacked in a bells and whistles booth it made up for in natural stage presence! See this show stopper here: italianvolt.it/en

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e

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MotoE Racer Charges Into 2023

New Model Breaks Cover

FORZA DUCATI!

e

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UBCO USP UNVEILED EVOLUTION ELECTRIC VEHICLES On A Charge!

VOLCON SHOCKS MINT 400 EV OEM Teams With BFG

ELECTRIFY EXPO Amps Up

JUMPING INTO eMTB MARKET GasGas Debuts Duo

RAWRR READY TO ROAR, QUIETKAT CREEPS IN And Demo Rides, Oh My!

eBikes?

We Cover That! e e e VOLCON GOES BIG IN BRAZIL

eBIKES CHARGE UP AIMExpo

Doubles Up In AZ

e

CAN-AM MOTORCYCLES RETURN

TRIUMPH’S UPLIFTING UPDATE

TE-1 Progress Report

The New Rebellion Is Coming

Page 38

Page 26

TAIGA DELIVERS

KAWASAKI ELEKTRODE

GONE IN 60 SECONDS...

Page 40

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LiveWire Launches Del Mar

Let The Good Times Roll

VOLCON ERUPTS!

COMPLETING THE CIRCUIT

Page 40

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Stag’s Success

Dealers Get Orca EV PWC

Page 48

GREENGER CHARGES AHEAD

LITHIUM ION LAUNCH

FUELL REACHES MAXIMUM VELOCITY

Page 50

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Shredding The Vurb Tour

e

Landmaster’s Shocking 4x4

e

ZERO INTRODUCES CX

Torrot Teams With Volcon

Customer Experience Prioritized

Page 46

FIRST BLOOD

In Canada, Eh?

e

Rambo Bikes Roll Out Page 47

e ELECTRIFY EXPO

Something For Every Dealer - Page 54

TALKING TO TORROT Kids eMoto Movement - Page 48

WHAT’S NIU?

New Line Drops - Page 47

VARG!

A Wolf In Wolf’s Clothing - Page 68

CHARGE IT

U.S. Investor Increases Stake In Energica - Page 68

LIVEWIRE CHARGES ONTO WALL STREET Harley & KYMCO In For $100 Million Each - Page 66

e

BATTERY CONSORTIUM

Positive News From OEMS - Page 58

TUCKER ENTERS eBIKE ARENA

Launches 100-page ePower Catalog - Page 60

TIME TO SCOOT

eSkootr Championship Update- Page 61

VOLCON SHOCKS WALL STREET

UNOBTAINIUM

Solicits Dealers - Page 41

Zero Quickstrike - Page 54

ENERGICA POWERS UP!

CAVEAT DEALOR?

Flips The Switch On US HQ - Page 43

Best Buy Pushes Into eSpace - Page 52

ZERO + 20%

SWAPPABLE BATTERY CONSORTIUM

Shocking Display Of Solidarity - Page 55

Adds Up For 2022 - Page 44

e

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TE-1 ZERO EMISSIONS MOTORCYCLE UPDATE eTriumph Progress Report - Page 62

CAN-AM eMOTO COMING? BRP Invests $300 Million Into Electrification - Page 63

e

DUC DEALERS SCRAMBLE eBikes e Arrivato - Page 54

ENERGICA EXPANDS New Flooring & Consumer Finance Options - Page 56

SHIFTING GEARS

Harley Hires CEVO - Page 65

POLARIS + ZERO

Ready To Charge Ahead! - Page 58

NIKOLA NZT GOES UNDER

UTV Platform “Discontinued” - Page 54

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DŌST READY TO DUST ‘EM

Domin

ates

SHREDDING SOME CAKE!

Canadians Coming To AIMExpo

Swedes Serve Up Sweets

Page 42

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e

Taking The Wraps Off!

Exciting Conclusion For MotoE

eNNOVATIONS AT INTERMOT

ENERGICA ERA ENDS

Page 56

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JUST CHARGE IT!

Damon Books $90 Million In Pre-Orders

SADDLEBACK IS BACK

Page 44

Greenger Charges Ahead @ AIMExpo

CONGRATULATIONS RACERS!

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Photo Credit: Rocks, Roots, & Mud Photography

• 1st: Sam Bird @ 53.32 (Electric Motion Escape R) • 2nd: JoJo Toole @ 54:47 • 3rd: Jason Smith @ 59:12 (Electric Motion Escape R) • 4th: Brett Baldwin @ 1:06:38 • 5th: Tucker Neary @ 1:10:07 (Electric Motion Escape R) • 6th: Alis Sandulerscu @ 1:16:14 (Electric Motion E Pure) • 7th: John Uyehara @ 1:16:48 (Electric Motion Escape R) • 8th: Eddy Wallace @ 1:19:26 • 9th: Dustin Langston @ 1:26:29 • 10th: Grant Morton @ 1:28:40

SAM BIRD

VANDERHALL SHOCKS BIKERS

LVWR GOES LIVE

eMotorcycle Listed On NYSE

HUCKING THEIR HAT INTO THE RING Dealer Program Debut Set For AIMExpo

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TESLA CYBER QUAD RECALLED INFO@CPD-USA.COM

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100 City Road Trip

To Electrify eBike Biz

TUCKER TAKES eTOUR Page 44

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Looking For A Brawl(ey) In Sturgis

THE POWER OF DREAMS

PLENTY OF POTENTIAL?

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SUR RON SET Page 62

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Honda’s EV Plan For 2050

Even Elon Can’t Beat CPSC

www.electricmotion-usa.com

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Adventure 1 Mini Motorhome

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SEeING IS BeLIEVING

TUCKER EXPANDS ePortfolio

Update On Project TE-1 Page 64

SHOWTIME SHOCKERS At AIMExpo

ELECTRIC REVOLUTIONARIES

HONDA GOES GREEN(GER)

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Petersen Plays Host To EVs

POLARIS + ZERO = FAST COMPANY XP Kinetic EV Recognized Page 46

ELECTRIFY EXPO HAS AN “IMPACT”

The Power Of Dreams

Adds Additional Venues Page 64

HEATING THINGS UP

TUCKER FUELLS UP

Brawley Undergoes Cold Weather Trials Page 66

Expanding EV Effort Page 62

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Looking To Make Records - Page 56

New US Distributor - Page 56

Zero Offer Adds Up - Page 56

THE WHITE ALBUM?

TORROT TURNAROUND

THE ELECTRIFICATION OF POWERSPORTS

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CASH FOR CARBON

THE EV MOTOR COMPANY?

HOT WHEELS

Super73 Collab With Hot Wheels - Page 56

PINT-SIZED POWER-PACK TWIG Carries A Big Stick - Page 58

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ONE GIANT LEAP FOR MOTO-KIND

FUELL BACK ON THE GAS

eBikes In The Works Years Ago - Page 57

Giant Pushes Into Powersports - Page 56

Why You Should Be An eDealer - Page 65

JUMPING JACK FLASH

BMW FUTURE eSCOOTER

ZERO GOES GREEN FOR EARTH DAY

It’s A Gas...Gas - Page 58

75 MPH / 80 Mile Range - Page 57

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LiveWire Launched As Stand-Alone Brand - Page 64

TESLA “SECRET” PLAN

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DEUS EX MACHINA X ZERO

Celebrates 15th With Limited Edition DSR - Page 66

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Woolie’s eMoto Endeavor

THE ULTIMATE CHRISTMAS GIFT...

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At Least For Indian Dealers - Page 50

Every issue since 2019 has covered eDEALERNEWS as a hard charging niche in the powersports’ dealers portfolio. Stay “current” with the EV sector QUITE THE REVELATION and connect withSERIAL more dealers by plugging into this magazine-within-a1 BREAKS THE INTERNET! ZERO AT THE TOP OF THE WORLD magazine every month!

Contact: sales@dealernews.com POLARIS PICKS ZERO AMA SANCTIONS eSPORTS BLURRING THE LINES Angelle Sampey Sets eRecord Page 42

Harley Homage = Hot Stuff - Page 44

National Champions To Be Crowned - Page 50

DAMON TOP OF THE POPS Popular Science, That Is - Page 52

Roland Sands Design x SUPER73-RX Collaboration - Page 45

VANDERHALL ON A CHARGE

Edison² & Navarro Drive Dealer Spike - Page 46

rEV’d Up For The Next Decade - Page 43

ZIGGY STARDUST

Building A Dealer Network Via Roadshows - Page 42

A Number Of Firsts For Female Rider Page 43

SMASHING INTRODUCTION Vanderhall Navarro Video Page 45

FEATURED B R O K E R A G E

S E R V I C E S

Transactions were exclusively facilitated by our Harley-Davidson & Powersports Division.

TRANSACTIONS

MOOSE LAKE IMPLEMENT & SPORT

REDDING HARLEY-DAVIDSON

Acquired by Northland Lawn, Sport & Equipment from James & Andrew Gassert

Acquired by Rami Yanni of Wise Auto Group from The Wright Family

Moose Lake, Minnesota

Redding, California

MULHOLLAND HARLEY-DAVIDSON

CYCLE SPRINGS

Calabasas, California

Clearwater, Florida

Acquired by Bret Irvine from Rodin Younessi

Acquired by Dimmitt Automotive Group from Marty Skapik & Noel Hughes

BONEYARD HARLEY-DAVIDSON

DOWN HOME HARLEY-DAVIDSON

Acquired by Steven Towers & Bobbie Krull from Marc Ingwersen & Jerry Carrillo

Acquired by Phil Mitchell & Dan Roland from Fred Bosshardt

Winterville, North Carolina

Burlington, North Carolina

MEET OUR TEAM!

February 6 - 8, 2024 :: Las Vegas, Nevada

GEORGE C. CHACONAS

COURTNEY A. BERNHARD

For a confidential consultation and complimentary estimate of value on your business, please contact us:

Harley-Davidson & Powersports Division

George C. Chaconas, Senior Partner, CBI/M&AMI Office: 813. 569. 6250 | Cell: 813. 245. 2535

Email: george@performancebrokerageservices.com

Address: 2102 West Cleveland Street, Tampa, Florida 33606 JUAN C. PARDO

BRAD E. GEORGE B R O K E R A G E

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S E R V I C E S

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DEALER NEWS OUR GOAL:

500 Dealer Members

By Year’s End

EDUCATIONAL OFFERINGS Webinars Continue

LEADERSHIP PROFILE:

NPDA Advisor Jim Woodruff Honored For Service To Industry

News from YOUR National Powersports Dealer Association

Welcome to the November 2023 newsletter from the NPDA! We now have more than 400 Dealers who have joined us in our Mission: “To advance our industry by elevating Dealers to be well prepared, sustainably profitable and exceed the expectations of a growing Powersports customer base.”

Planning Under Way For 2024 AIMExpo - FREE for Dealers!

Seriously, don’t delay: With OUR industry trade show taking place during Super Bowl Week you need to act fast – some hotels are already booked!

Regardless of who is playing in the Big Game, the NPDA will have a winning presence at the show. We’ll have guest speakers and hold Member and Partner meetings. This includes gatherings planned by our Harley-Davidson Dealer Council, created to serve the specific needs and interests of NPDA H-D dealer members.

Dealers can attend the show for FREE, and take advantage of special show hotel rates. Get registered today!

REGISTER HERE

Membership Corner NPDA Wrapping Up 2023, Entering 2024 With PositiveMomentum The NPDA has kept the throttle wide open since launching in May 2021 and we’ve amassed a list of wins in 2023 in our efforts to serve the needs and interests of U.S. Dealers.

NPDA membership now sits at more than 400, including Harley-Davidson and metric Dealers and independent (non-franchised) shops. The Board of Directors of 12 men and three women are Dealers from Alaska to Virginia, Ohio to Texas.

“Powersports Dealers understand urgency, attention to detail and taking on challenges, and the NPDA has proven its value in the work we have done since our founding,” said NPDA Chairman Bob Althoff. “This year’s output was strong, but it will be even better in 2024.”

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Our Goal – 500 Dealer Members by Year’s End In October we surpassed the 400-Dealer level, a big milestone, but we aren’t done yet: As shown by the accomplishments we’ve made this year (see newsletter item to the left), we are working hard for Dealers to make our industry better. If you are not yet a member, join the ONLY nationwide Dealer organization fighting for your rights and working to help you grow your business - visit www.npda.org and sign up for $395 for a single rooftop, and only $195 for additional ones.

JOIN TODAY!

EDUCATION & OFFERINGS ~ From NPDA and our Partners

Powersports Plugging Into Electric

How to Prepare for 2024 - Expert Perspectives for Powersports Dealers To Consider

Thursday, December 14 2 pm ET | 1 pm CT | Noon MT| 11 am PT

Thursday, December 7 2 p.m. ET | 1 p.m. CT | Noon, MT | 11 a.m. PT.

Things are happening fast in the world of electric vehicles, and that includes those sold by Powersports Dealers. What opportunities are there for Dealers to sell new products, gain new customers and bolster their existing businesses? What challenges must be faced in this new e-world?

We’re pulling together a great panel to discuss all things electric in Powersports.

Special guests include: Andy Leisner & Tim Calhoun from NPDA Partner Rawrr (also, respectively, the former and current chairs of the MIC’s Aftermarket Committee) NPDA Board member, George Gatto, a former bicycle dealer and past Chair of the Independent Bicycle Dealer Association Leadership from Key Industry Players QuietKat & DŌST Bikes Moderator: Robin Hartfiel, Editor, Dealernews.

REGISTER HERE

The landscape for the Powersports Industry in the approaching year is rife with challenges, but also opportunities. A panel of experts will offer thoughts on what to expect and how to move your business ahead in 2024. Our special guests include: Jim Woodruff, Chief Executive Officer, National Powersport Auctions Tony Gonzalez, Chief Executive Officer, Garage Composites Dr. Paul Leinberger, Futurist/Strategist Moderator: Robin Hartfiel, Editor, Dealernews The webinar is FREE.

REGISTER HERE NOVEMBER 2023

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Leadership Spotlight NPDA Advisor Jim Woodruff Honored For Service to Powersports Industry The NPDA was founded by a skilled, knowledgeable group of Dealers, along with a collection of Powersports industry experts who serve as Advisors to the 15-member Board of Directors.

One of the best in the business is Jim Woodruff, CEO of National Powersport Auctions. But don’t just take our word for it – Jim garnered honors last month at the Powersports Finance Summit in Las Vegas for his work in the industry.

Woodruff won the inaugural Powersports Finance Achievement Award – individual category, for his “leadership and contributions made toward the advancement of the industry.”

In her nomination of Woodruff for the award, NPDA Treasurer and Founding Board Member Kim Harrison wrote: Jim Woodruff is extremely deserving of the Powersports Finance Achievement Award for all of his contributions to this great industry. Few people check all the boxes as far as the leadership this lifelong rider brings and the contributions he’s made in advancing Powersports during his 25-year career.

Ask any Powersports industry or finance executive, and they likely have a story about how “Woody” stepped in, helped out, and brought forth a solution or made a difference in addressing a challenge or matter of consequence.

Frankly, is there really only one Jim Woodruff? He is CEO of National Powersport Auctions, is Secretary/Treasurer of the Motorcycle Industry Council, serves as a Founding Advisor for the National Powersports Dealer Association, plus is a multi-time presenter and panelist for events like the Powersports Finance Summit and the AIMExpo. In addition, he is a regular contributor and expert source to industry publications such as Dealernews and Powersports Business and national ones such as the Wall Street Journal.

Congratulations Jim, and THANK YOU for all you do for the Powersports industry, and of course for the NPDA! In addition to his PFS accolades, Woodruff was recently re-elected to another two-year term on the Motorcycle Industry Council’s Board of Directors. As NPDA likes to joke, “If you want something done, give it to the busiest guy in the room.”

Fortunately for the industry, Jim is never too busy to think about ways to make it better, particularly for dealers.

Whether it is his day job at NPA, his MIC Board duties or NPDA advisory role, it is all about the dealers, Woodruff says.

The new program he presented at AIMExpo is a prime example: “We are always working on things to help dealers, asking what we can do besides offering a marketplace to buy and sell their vehicles…. and technology is one of the key ways that we do that.”

NPA’s Value Guide has been around for years now, and it’s essentially the de facto standard for any dealer taking a trade in or valuing a piece of inventory. “They use it every day hundreds if not 1000s of transactions a year. But there are some things we can do to improve it,” explained Woodruff at our industry trade show. “For example, what happens when there is a vehicle and we haven’t sold that particular model? What does our traditional value guide produce in that case? Well, nothing because we don’t have any data!” He gives all the credit to the team, but the buck stops with Jim and he has been a driving force in supporting dealers his whole tenure with NPA. “We’ve been working the last couple of years on a machine learning AI neural network-based algorithm that has analyzed the last 20 years of auction data, and has even learned seasonality trends and the variations that occur with condition, mileage and things like that. We’ve packaged all of that into the Value Guide Pro. The Pro version provides dealers with one more tool to help them basically buy better and run a better business.

See it for yourself at: www.npauctions.com/cp/NMValueGuidePro

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All Franchised and Independent Powersports Dealers

ENCOURAGED TO JOIN

WHY JOIN NPDA NATIONAL VOICE OF THE DEALER EDUCATION DISCOUNT PROGRAMS DEALER COMMUNICATION ADVOCACY AND MUCH MORE

ABOUT NPDA The National Powersports Dealer Association (NPDA) was founded in 2021 and is an association dedicated to direct interaction with our members.

Our Mission Statement is for the NPDA to empower franchised and independent Powersports Dealers through special services, products, programs, education, and advocacy of Dealer views and concerns to create a professional, successful, and profitable industry.

Our Vision is for the NPDA to advance our industry by elevating Dealers to be well prepared, sustainably profitable, and exceed the expectations of a growing Powersports customer base.

www.npda.org 844-673-2266 For the NPDA to become a productive and powerful force, we need to expand our membership base and bring all franchised and independent dealers in the country together.

Please complete your membership application today.

THE EICMA EFFECT

80th Esposizione Internazionale del Ciclo, Motociclo, Accessori Is A Success

A

s the oldest motorcycle show and still one of the largest in the world, Esposizione internazionale del ciclo, motociclo, accessori — EICMA — is the ultimate barometer of our industry… and has been since the first show in Milano back in 1914. So what is the post-COVID prognosis for the health of the two-wheeled world? In a word: Grandissimo! More than 560,0000 fanatics filed through the Fiera Milano Rho turnstiles to see some 700+ exhibitors.

“There is no pre- or post-pandemic, there is EICMA,” says Paolo Magri, CEO of EICMA S.p.A.: “Reading these results leaves no room for interpretation and confirms opportunity for companies in our sector. We continue to demonstrate an international appeal and value unique in the world, growing uninterruptedly and exponentially since 2021, when some thought our event was obsolete…

EICMA as indispensable to the industry and increasing its relevance and authority.”

Magri has a half million reasons why there is only EICMA! Drawing in this near record crowd there were 2,036 individual brands won hand (a historical high for the event). The final tally of 563,848 attendees was up +19% over 2022, numbers numbers which Magri claims attest

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to the fact that the 2023 edition is the best in the history of EICMA! More than 700 exhibitors, 67% of whom came from abroad reiterated the global appeal of the event. A total of 45 countries were represented on the exhibitor rolls.

From a business perspective there is no question of EICMA’s “relevance” — Dealer day was packed as more than 39,392 industry professionals grabbed the holeshot. Note that the vetting process was tightened up considerably in 2022 to ensure the B2B focus. .They also broadened the reach beyond Italy with 52% of trade visitors coming from abroad… and from 120 different countries!

Confirming Magri’s statement that EICMA is still relevant in a post-COVID world, more than 30% of the exhibitors were first-timers showing the old guard that there is still plenty of innovation and passion in the two-wheeled world.

Old and new alike, all these exhibitors were packed into eight show halls, two more massive halls than in 2022 and three in comparison with 2021. By way of comparison, the 2018 show did draw over half a million visitors, but only had 1,200 exhibiting brands. Also skewing way up were the digital impressions! There were 6 million users reached by the Facebook page alone, generating nearly

10 million impressions. There were another 3.8 million uniques on Instagram profile generating more than 4.5 million impressions. The number of followers spiked upwards by 24,000 during the six day run of the show alone.

Speaking of virtual surges, something new for EICMA 2023 was the Init Esports arena where more than 28,00 virtual racers competed on MX bikes, MotoGP23 and the legendary Isle of Man TT23 games. The virtual racer collided IRL in the EICMA Esports VIP Race, where the top 3 gamers faced off against superstars on MX Bikes.

Dani Pedrosa’s dominance was unmatched as he raced to victory, leaving gamer Aiden in 2nd place. While newly signed Ducati Dirt Bike developer Tony Cairoli rounded out the podium.

All tolled more than 16 thousand people between those who downloaded the game and the competitors who participated in the tournament. See the EICMA Esports MX Championship Finale recap: youtube.com/shorts/_vqcxQns1M4

Continued on page 64

NOVEMBER 2023

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Continued from page 63

Some of this virtual excitement can be attributed to the #EICMAEFFECT the overarching theme for 2023. Series of in your face photos of “real people, exuding real passion” was the basis for the campaign Photographer Zak Andrea Zaccone even continued shooting attendees for the run of the show, to the tune of 10,000 images taken during the week.

“EICMA has not only continued to invest on its evolution from a trade fair to an exhibition event, but it enters its 110th year of history with an open eye to the future and to the innovation of the event itself, attesting to some extent also as a cross-cultural and lifestyle event.,” explained Pietro Meda, president of EICMA S.p.A. “The pavilions were packed with families and young people, with passion, new content, entertainment and events, which flank in an increasingly comprehensive and engaging way the great commitment of the exhibitors, to whom we extend our heartfelt thanks for the trust and loyalty they continue to show us. We also extend the same gratitude to our sponsors, partners and institutions that support EICMA.”

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The prognosis for our industry’s health is positive. Mark your calendars for next year’s 110th celebration. EICMA 2024 is set for November 5-10, Doctor’s orders!

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“The MIC membership renewal campaign is well underway and our new early renewal incentive has been a big hit,” said MIC Membership Manager Ginger Calhoun. “Members who renew before the end of the year will automatically receive free access to the 2023 State Level MC & ATV Retail Sales Report, featuring state-by-state breakouts of new retail unit sales of leading manufacturers by brand and segment.

This report is another example of the detailed and valuable data the MIC gathers and makes available to our members.

Access to the report will be granted in 2024.”

“Renewal emails started going out mid-October,” Calhoun said. “We want to thank all of our members in advance for the continued investment in your industry and the work the MIC does. Renewing your membership early means you have continued your member access to the best data in the industry, educational webinars, and executive briefs packed with profit-driving insights, valuable networking opportunities with industry professionals and key legislators when you join the MIC Capitol Hill Fly-In and attend AIMExpo, and more.”

“Additionally, the powersports industry needs your ongoing support for our Government Relations Office doing work in Washington and states across the country, to help fight unwanted regulation and tariffs, and help keep public riding lands open,” she said.

“Your membership dues also support Ride With Us, the MIC initiative to grow ridership and expand the market. Your dues ensure the MIC can continue its work to promote, preserve, and protect our great industry.”

Members are asked to please see their renewal notices and contact Ginger Calhoun with any questions.

GOVERNMENT REGULATION Institutes Want Mandatory On-Highway ABS

The Insurance Institute for Highway Safety and Highway Loss Data Institute want the U.S. government to mandate anti-lock brakes on all new on-highway motorcycles and have filed a second petition with federal regulators.

In a joint news release this week, the groups stated that the “benefits translate to all types of on-road motorcycles, from cruisers to supersport bikes,” while also writing that “No technology can prevent every crash or fatality, and even with a government mandate it will be years before every motorcycle on the road is equipped with ABS.” The IIHS and HLDI also acknowledged that there would be challenges adopting ABS regulations.

“One possible concern is that ABS can worsen handling issues on gravel and other loose surfaces, but this weakness can be addressed in the rulemaking phase of regulation. An off switch could be allowed or required so that riders could disable ABS when riding on loose surfaces, for instance. An indicator light could also be required to remind riders to turn ABS back on when rejoining a paved roadway.”

LAND ACCESS Bill Aims to Aid Veterans in National Parks

U.S. House Representatives Jen Kiggans of Virginia and Scott Peters of California introduced the bipartisan Military and Veterans in Parks Act, aiming to boost the physical and mental health of veterans by expanding their access to national parks and federal lands. The legislation would direct the U.S. Forest Service, Bureau of Land Management, and National Parks Service to develop adaptive trails, campgrounds, and more.

“National parks can play an important role in the rehabilitation of those who have served in our military, helping heal both the visible and invisible wounds of war,” Kiggans said. “Unfortunately, lack of accessible trails, activities, and lodging often prevent disabled Americans – particularly veterans – from enjoying all our treasured parks have to offer. As a Navy veteran and primary care provider, I understand the positive impact of outdoor activity and am determined to provide our veterans with every resource they need to build healthy, happy lives.”

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RIDE WITH US, THE INDUSTRY’S RIDER EXPANSION INITIATIVE, IS EXCITED TO LAUNCH PHASE 1 OF RIDEWITHUS.COM - THE MOTORCYCLE INDUSTRY’S NEW RIDER RESOURCE.

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It worked! Now I am the guy you see testifying on CSPAN and CAL-SPAN: CAL-SPAN VIDEO OF OCT. 26 OHMVR COMMISSION cal-span.org/meeting/ohmvr_20231026 It is one thing to get in front of the right political people.

However you also need them to actually listen to what you have to say. That means you have to show up at meetings and forums to practice your presentations — and observe how effective (and ineffective) advocates give testimony and otherwise engage in the public process.

New OHMVR Commissioner, Kat Anderson (L) - OHMVRD Dep. Dir., Sarah Miggins (C) and State Park Director, Armando Quintero (R) at Commission Field Trip to Carnegie SVRA

ENHANCING ADVOCACY SKILLS

Quiet Warrior Sounds Off At OHMVR Commission Meeting

By Donald Amador

You also need to learn the ropes of how to best engage with stakeholders you interface with so they know you are committed to building a strong professional and/or personal relationship with them. They want to know their effort in this two-way process will not be a waste of time and resources.

Opening dialogue and building consensus stakeholders is the true art of the deal.

with

all

Nothing in OHV is ever easy! But building your advocacy career on a sound foundation will help you achieve your goals… and that is a very good thing! Future generations of outdoor recreationists will be in your debt.

O

ne key takeaway from the recent CA State Park OHMVR Commission meeting and subsequent field trip was the clear message given by the State Park Director, Armando Quintero. He explained to a large group of youthful participants from several local conservation corps and others in the audience: “Volunteering to serve on government or non-profit boards and commissions is not only a noble endeavor, but an effective way to learn public speaking, running meetings and understanding/navigating/ managing a bureaucracy.”

Giving Testimony on Clear Creek and other Issues.

Over the years, I have had several members from the OHV community ask me how they could become an advocate for motorized recreation. I first tell them there are no short-cuts in the field of advocacy! They need to develop their skill-craft in the field of politics and the public process.

As Quintero pointed out, there are many opportunities to develop your advocacy and people skills by serving as a member of a school board, a parks department, planning commission or agency resource advisory council. Since “All OHV decisions are political decisions” an aspiring advocate should volunteer on political campaigns to support a candidate or issue to better understand how government sausage is made.

CA OHMVR Commission Volunteering on numerous state and federal political campaigns in the early 1990s is how I honed my advocacy skills. The goal was so I could champion environmentally sound OHV recreation and natural resource management in an effective manner. At the same time, I served on a local school board and was later appointed to the CA OHMVR Commission by then-Governor Pete Wilson.

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CA OHMVR Commission

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

WHEN TRAILS CLOSE WE ALL LOSE Do Your Part / Don't Lose Trails

Keeping trails open is everyone's responsibility. By working together as one motorized community, we can keep our trails open, healthy and beautiful for generations to come. Do your part by riding responsibly, keeping trails clean and trash-free, and volunteering with organizations that are working to keep access open for everyone.

Do your part, support Tread Lightly! and it's mission by becoming a member at treadlightly.org.

I RIDE, I DRIVE, I OFF-ROAD, I TREAD LIGHTLY!

Long gone are the days of sticking up a gig on a light post… or are they? We are still doing it that way in a sense… just not as well. Most contemporary posts are anything but memorable, but one in particular stands out: Motorcycle Mechanic Wanted. That’s it! Where is the sizzle? Where is the preview or trailer? Would you plunk down 20 bucks at the movies to see something known only as a “Generic Action Flick”? Of course not! You want to know something about the story, who stars in it and whether it’s supposed be to funny or scary.

So if people won’t invest two hours and $20 into an unknown movie, why would they bet their career on a generic job posting? The best part is that the dealer who posted that job so many years ago was unhappy with MIJ because he didn’t sell any tickets (job applicants) to his movie (job posting), and blamed the theater (MIJ) for it.

Personnel Files

By Alex Baylon

HELP WANTED! Exploring Job Posts

“M

EN WANTED for hazardous journey. Low wages, bitter cold, long hours of complete darkness, constant danger. Safe return doubtful. Honor and recognition in event of success.” — no this is not the latest MIJ post for a road warrior in Wisconsin. It actually was one of the first help wanted ads published in 1914 by renowned explorer Ernest Shackleton who printed the legendary job ad with hand-set type on cheap paper and glued them to piers and posts around the harbor. Hence the term “job post” — although now we post digitally rather than physically on pier piling. Actually the wages and the format for Job Postings haven’t really changed much in the past 100 years…. Most of you are still doing it wrong!

As MIJ begins the celebration of its 20th anniversary, I began to reflect on the evolution of help wanted ads and how little things have changed. Shackleton’s dubious post is not a really persuasive job pitch, but what is amazing about his ad, is that it’s doing what the majority of help wanted ads fail to do — telling you all the negative things first and then closing with hope. Just about every other job listing today is saying “Come work here, we want you to have these qualifications and we will pay you.” Not exactly inspiring.

Shackleton’s pitch, as short as it was, is honest and absolutely relevant to the people he wanted to attract.

Face it, an ad like this is going to attract a specific type of person. It is also unique because it’s not just a job but he’s throwing out a challenge. What is really cool about that ad is that it tells you all the negative things, but it’s also truthful.

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Eliminate the mystery… Sell what the job and company have to offer. Let potential employees know about the opportunity, creativity, flexibility, great pay, a cool office, terrific benefits, working for the world’s greatest boss, etc. that await them. Don’t scribble a list on a napkin just before the deadline, either. Write an ad that gets people excited! Easier said than done, but there are some basic tips and techniques to keep in mind.

The first rule to remember is to be specific. Write carefully so that your meaning comes across clearly and readers will have no difficulty understanding exactly what you’re saying. It doesn’t matter if you’re posting an ad on your own website, a job board, internally or social media, the days of paying by the word in newspaper classifieds are long gone. So be sure to spell out all of the information that is important in your help wanted ad.

Start by writing an accurate headline that will draw interest from the right candidates. Support the headline with a good job description. Clearly state the job’s responsibilities, as well as the qualifications you’ll be looking for in a successful candidate. Be sure to include the personal characteristics that make for successful employees at your business.

Job Description & Requirements Do job seekers have the potential to learn “on the job?”

Can certain qualifications be “preferred” rather than required? Would you overlook candidates without these qualifications or could you provide training to the right person? You’ll often find the most valuable quality in a candidate will be a willingness and ability to learn. If you decide that a particular skill isn’t required, but is “nice to have,” make sure you indicate that in your posting.

Another Note About Job Descriptions: If HR or someone else writes the ad, they can miss the actual day-to-day processes that are really critical components of the job. I would recommend having someone who is currently doing that job help you write the job description portion (as long as that person isn’t the one being replaced!). The result is more valuable jobspecific information, rather than generic bullet points.

Benefits And Incentives What is in it for the applicant? Outline your health insurance plan, after all, most job seekers are looking for a long-term position. Do you offer perks like tuition reimbursement, day care allowance, casual Fridays, flextime, parking, health club memberships, etc.? These days, benefits are just as important to job seekers and their families as the salary they’ll receive… maybe even more important.

Advertising Your Company Market your company as well as your job openings. Why does an applicant want to work for your company? What sets your operation apart from the rest? How long have you been in business? How many OEM awards have you won? As an employer, you’re entitled to bragging rights!

The more a job seeker knows about how great your company is, the more they’ll want to be employed and stay employed with you. With MIJ we allow employers to post images of their dealership, service, parts, sales departments, but only 1 in 100 ads will actually do that.

The engagement level on making your job posting a video will increase your views and applicants over 800% — but we have yet to see the first video help wanted ad.

The Closing How do you want candidates to apply? Do you want applicants to respond through the snail mail? Or can they fax a resume? Can they send a resume by e-mail? Will you

answer telephone inquiries? There is no “right” answer, though generally the more options you offer, the greater the response you’ll get. Whatever you decide, include that information in the ad.

Responses It’s good form to acknowledge every application, even if you use a form letter. Less than that is disrespectful.

And some candidates are receiving unemployment and need to prove that they are making a legitimate effort to find work. Treat others like you want to be treated. Put yourself in their shoes, if you were applying to a job would you want some sort of acknowledgement?

Bottom Line Throw out the-same-as-everyone-else job ads! Employ creative copy writing techniques, ad pictures or even video in your next help wanted advertisement that sells the job. Don’t bore the candidates, don’t omit the details and most importantly, don’t sell your business short. This is the opportunity of a lifetime for the right applicant, so don’t screw this up!

Keep these points in mind as you write your next job advertisement, and instead of being flooded with resumes from ho-hum “generic” candidates, find yourself flooded with resumes from to-die-for action hero applicants! Now that is worth two thumbs up!

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 NOVEMBER 2023 71 insert new blood and fresh ideas in the many opportunities in the motorcycle industry.

“…the Manager is responsible for and will support the growth strategies by reporting critical data driving these goals and the lofty goals that the “BigCorp” program is already working to achieve in the short term and long term. The Manager of Sales will work alongside BigCorp’s Sales and Customer Success teams and other cross-functional teams to support the strategy of BigCorp and its sales goals. This person will become an expert on how BigCorp’s product offerings and value propositions can enhance our partners’ offerings to their end customers.”

Confessions Of A Customer®

By Eric Anderson

FINDING UNICORNS

Why Is It So Hard To Find Great Job Candidates?

M

AYBE YOU’RE DOING IT WRONG! I just went deer hunting for the third time in my life and was again surprised by how much work it is to get prepared to hunt, to hunt, then to prepare your meat. Sheesh! I can imagine it’s about the same amount of work to hunt for, hire and train a new employee. Despite the fact getting replacements in is mission critical it appears as if everyone in America hunting for a staff replacement is also doing it wrong by not putting in the effort or creativity necessary to bag a unicorn.

I cruised LinkedIn last week as an exercise to just see what was out there for somebody like me. Such random research continues to give me perspective about our industry and others if I look at the Job Descriptions (JDs) out there and how employers are currently describing them. I WAS SHOCKED! Is AI writing these job descriptions? Is everyone “cutting and pasting” everyone else’s job descriptions?

Within 5 minutes of looking at marketing and sales job opportunities inside and outside our industry, I was ready to scream. THE JOB DESCRIPTIONS ARE HORRIBLY BORING! They made dry toast look incredibly appetizing to the point I would NOT want to apply. Bullet points. Corporate goals.

Measurement criteria. Benefits lists. Compensation scales.

And too much tech-speak and corporate jargon from BigCorp that sounds like this:

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Less is more. “How about targeting that specific type of candidate,” asks Alex Baylon in his Personnel Files post in this issue of Dealernews. “Where is the sizzle? Where is the preview or trailer? Would you plunk down 20 bucks at the movies to see something known only as a “Generic Action Flick,” he questions. “Of course not! You want to know something about the story, who stars in it and whether it’s supposed to be funny or scary…”

Doesn’t anyone have a creative bone left in their body? From a job hunter’s point of view, it appears you employers are just trying to plug a hole in your “business dike.” Forget you!

Maybe the Silicone Valley crowd is used to this data-heavy descriptive s#*t, but as a job seeker in the powersports industry, I am looking for a family, not a life insurance policy.

Don’t you want unicorns in your business over “rank and file” soldiers to plug a hole in your org chart? Then get your act together and spend more quality time writing enticing ads for new employees. Quality begets quality! Here are half a dozen out-of-the-box lessons which might spark your creativity to help hook some more exciting applicants: TELL THEM WHAT YOU DON’T WANT I learned this “reverse psychology lesson” from Yvon Choinard’s Patagonia when he looked at his already extremely successful business differently than anyone else had ever done before.

Believe it or not this ad prompted customers to “invest in” — not buy — a jacket long-term and after recycling their old one.

“DON’T BUY THIS JACKET” — The message in the headline is bigger than just selling something. By the “Law of Contrast” people will stop, dwell, and try to figure out the real meaning.

Bingo! You’re labeled different already.

Could your job description tell applicants “DON’T TAKE THIS JOB! But start a lifelong career!” or “Don’t trade your soul for a salary!” Do you see how thinking DIFFERENTLY, BIGGER and LONG TERM is much more exciting to an applicant? Hell, yes!

Mart hires “associates.” Sweeten your post up with some fun, likable, even joking terms like “good looking”, “able to leap buildings in a single bound” or “cat lovers need not apply” even “axe throwing motorcycle mechanic needed.” Be weird.

We like weird! “Love of bacon is not a requirement”, “Talent vacuum to be filled”, “Pun wizards welcomed.” At least you’ll get more attention than the “cut and pasted” competition.

CHOOSE A JOB TITLE THAT RANKS HIGH WHEN SEARCHED IN GOOGLE For example, job titles like “Powersports Service Writer” and “Motorcycle Apparel Specialist” are searched more than “Powersports Technician” or “Powersports Soft Goods Specialist.” Think like an applicant would when they are using a search engine. If you can’t think that way, ask someone who is job searching to help you. I also heard that if you link a Google map to your ad posting, it will show curious applicants exactly where you are…while also pushing your SEO. Learn more at LinkedIn.com under “Talent Insights,” then click “Resources.” business.linkedin.com/talent-solutions/resources INCLUDE TESTIMONIALS FROM CURRENT EMPLOYEES That’s not so hard to chase down in your business, is it? Ask those who have been there the longest to give you one of two sentences on why they like to work there, then edit them down to their essence (5-10 words) and use them in your posting. F&I Manager “loves work because she laughs harder here than at home.” Our SXS Tech says “He’s so busy here time flies.” The assistant sales manager says, “I feel like I am my own boss with mentors working here.”

ADD EXCITING IMAGES, VIDEOS, PHOTOS AND HOTLINKS The average job hunter spends 14 seconds reading a listing before deciding to apply or pass on the opportunity. Don’t use pure type — it’s horrible to look at and it puts you on an equally boring footing as the competition hunting for similar applicants. J. Walter Thompson, the ad agency uses colorful patterns, graphics and even photos of the office to lure applicants to stop, look and dig deeper. They also sell their “lifestyle” with job descriptions reading “A Day In the Life” (of work in this position) just before the “What You’ll Need” section (list of qualifications). If your current ad post looks like a classified ad for a tractor in a 1960s newspaper, guess what type of applicants you will get? The unicorns will pass right over you.

SPICE UP YOUR DESCRIPTIONS, AVOID JARGON, AND EVEN BE A BIT WEIRD “Motorcycle Mechanic Wanted” and a phone number was one of MIJ’s ads in the past…and the dealer who posted it wondered why he didn’t get any applicants. Maybe the job seekers think the job is so horrible that it only deserves 3 words, right? Disney hires cast members. Uber hires “partners.” Wal-

BE PROACTIVE AND INTERACTIVE Call me. Text me. Email me. Better yet, get off the couch and visit me in our home called Belchfire Cycles. Finding unicorns is not as passive as fishing. You can’t simply throw out a boring ad posting and wait. You are going to need to “work it” by getting the message out to the jungle drums, your friends, customers, social media, job boards, on your website and inside chat rooms. Once you get a bite, then reach back out as quickly as you would a lead on selling a new motorcycle.

Keep it hot.

Don’t be afraid to step out a little with your JDs. I know some of this might frighten your HR department, but remember they aren’t employees yet. You won’t catch that unicorn by using the same old bait everyone else is using.

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is certainly important in any profession, but we are in the powersports industry and we need to sell the sizzle as much as the steak!

To be different from the rest, don’t be afraid to occasionally lead with company culture or mission. (Source: LinkedIn)

USE ONLINE JOB DESCRIPTION BUILDER TOOLS

U

se job description software that helps you write effective and inclusive JDs, speed up your writing process, and create reusable templates for your team.

Be sure to add your distinctive and unique twists to make it more personal than these generic descriptions. Here are a couple to help get you started:

WHICH PARTS OF THE JOB DESCRIPTION WERE Ongig Text Analyzer. “I’ve been studying job descriptions for years,” notes Rob Kelly, co-founder & CEO of Ongig. “A THE MOST IMPORTANT 15+ job description describes a role in a company. It is used both

A

s Alex Baylon notes this month, it is important to get the job description right, but what is “right” when read by potential applicants? Compensation and qualifications may be at the top of the priority filter list, but it will be things like culture, mission, growth and company details which will set the hook. He cites Ernest Shackelton’s infamous job post:

to advertise a job and to set expectations for employees once they have the job….” It is also where many job posters get it wrong. “Based on this fieldwork we have developed the “Text Analyzer.’”

“MEN WANTED for hazardous journey. Low wages, bitter cold, long hours of complete darkness, constant danger. Safe return doubtful. Honour and recognition in event of success.”

This job description tool helps you create inclusive job ads and acts as a repository so your team can easily access approved Job Descriptions. It scans your JDs for bias, complex words, missing sections, templatizes JDs, and more. Add in your own level of creativity.

(Source: blog.ONGIG.com/job-descriptions)

Alex adds, “Shackleton’s pitch, as short as it was, is honest and absolutely relevant to the people he wanted to attract.

Face it, an ad like this is going to attract a specific type of person. It is also unique because it’s not just a job but he’s throwing out a challenge. What is really cool about that ad is that it tells you all the negative things, but it’s also truthful.”

Jobsoid Job Description Generator. Trusted globally by over 4000 Hiring Managers and Recruiters in 100+ countries, obsoid believes it is possible to hire better, faster! “A simpler way to source, engage and recruit the best talent,” claims the proactive site. “Everything you need to manage recruitment at your fingertips and stay productive every day.”

LinkedIn agrees with Shackelton and Baylon that it is necessary to eliminate the mystery in a proper post. Salary

For starters, try Jobsoid’s FREE job description generator with more than 1000+ templates for you to use to create an outstanding job description. Each template provides you with an overview, general duties and job requirements.

(Source: www.jobsoid.com)

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HARDEN & ASSOCIATES

Bringing a Unique Perspective to the Powersports Business

Specializing in Adventure, Dual Sport, Off-Road and EV market segments.

Delivering solutions in today’s rapidly evolving marketplace.

Over 35 years of senior level executive management experience.

• Brand Development • Advisory Services • Strategic Planning • Product Development • Motivational Speaking • Advocate for the Sport

INDUCTED 2008

FOUNDER

Scot Harden scot.harden@harden-offroad.com

harden-offroad.com

Despite all this, unemployment remains relatively low, the stock market is robust, and consumer spending, while not as robust as during the COVID peak, still holds.

Is this the calm before the storm, or are we about to get clobbered by real turbulence? Are we just experiencing some bumps in the road as we transition into a more normal pre-COVID business environment, or is the bottom about to fall out?

One of the greatest benefits of being in the powersports industry is spending time with dealers. I recently visited various dealers in the Northwest US. I saw every type of dealer profile, from small outdoor power equipment shops, off-road only outlets, snowmobile specialists and UTV experts to mega motorcycle stores carrying practically every brand under the sun. Despite all the uncertainty surrounding the economy, the chaos in Washington DC, wars (and rumors of wars), I was blown away at the overall level of optimism dealers seem to possess.

In fact, most dealers are too busy and too focused to let outside distractions beyond their control slow them down. This includes the fact that door swings are down from their heights of COVID to more familiar territory… you could even say traffic is at pedestrian levels. Despite all the negative news, dealers, for the most part, just keep moving forward.

IGNORE THE NEWS Don’t Worry, Be Happy!

By Scot Harden

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adies and gentlemen, our captain has asked that you please return to your seats, buckle your seat belts, stow away your personal items, and put your seatback table in a fully upright and locked position. We have been advised to expect some turbulence ahead.

Thank you for your cooperation. ”How often have you heard these words, taken a deep breath, and offered a little prayer for what lies ahead?

As an econ major, I remember the adage, “Lay a bunch economists on the ground, and they will all point in a different direction.” So, where is the economy heading?

Economists, stock market pundits, politicians and industry talking heads are all sending out conflicting messages about where they think the economy is heading. Most see a recession in our future. Some say we are in one now. Some predict a “soft landing,” while others are harping about a major reset.

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And herein lies the lesson: there is bound to be plenty of uncertainty in the coming months and years ahead.

Globally and domestically, markets are resetting to a new equilibrium based on evolving demographics, disruptions over energy, a distinct movement away from globalization, inflationary pressures and the economic cycle. All these factors undoubtedly present some challenges, but we in the US are in a great position to take full advantage of these changes if we focus on the elements we can control. Unlike many foreign markets, we have a vibrant replacement population of consumers to phase in for us retiring “boomers.” Millennials and Gen Z represent our best hope for continued economic growth and stability. Unlike China, Russia, Japan and most of Europe, we have avoided the pitfalls of negative population growth.

Only time will tell, but if I were a betting man, my money would be on the ride getting rougher, especially as we move into 2024. Why? Let’s look at some leading economic indicators, starting with the RV industry. For those who don’t know, the RV market is one of the most closely followed industries for predicting future economic conditions. Falling RV sales have been the primary precursors to every economic slowdown since the mid-60s, and the latest news out of the RV industry isn’t great. RV sales are down almost 30% in 2023.

Next up, we have high interest rates. Not only are higher interest rates having an impact on consumer spending, but they are also raising the costs of doing business. Has anyone checked their inventory flooring costs lately? The

Fed is trying to slow the economy to curb inflation, much like a doctor prescribing chemotherapy to a cancer patient. The goal: kill the bad stuff without killing the patient. Unfortunately, the only way to know it’s working is when the economy slows down, retail spending drops and unemployment rises.

Lastly, we are heading into an election year. If the recent chaos in Congress over selecting a Speaker of the House isn’t indication enough, we are about to enter the most divisive and contentious presidential race ever.

Presidential election years are known for their impact on the economy while the nation decides its future direction. This year, you can multiply that factor by 100.

It’s enough to give even the best optimist cause for concern. So, what to do?

The simple answer is turn off the TV and tune into your business! Keep moving forward. Focus on the things you can control and ignore the rest. The powersports industry, especially the motorcycle market, is relatively

stable. Yes, it fluctuates with the economy, and yes, we are coming off a couple of kickass years, but always keep in mind there is a core element of consumers that view their motorcycling lifestyle as non-negotiable. Food, shelter, companionship, motorcycles, in that order (for some, motorcycles might even be higher on the list), and everything else in life falls in line behind that. In the US, that number hovers around 500,000 individuals for whom purchasing a new motorcycle remains an integral/ non-negotiable part of life.

We all knew that the retail craziness we experienced during the COVID boom would not last. We are now returning to a more normal business cycle. Remember, at one point, we were all doing backflips when sales were at the pre-COVID levels. Buckle up for a little turbulence, bear down on what do best and focus on the three Rs: Reorganize, retool and reset for this reality, and you will be fine.

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.HehasbeeninductedintotheAMA(2008),Trailblazers(2020),HotShoe(2021)andMRANHallofFames(1996).

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Family ATV: Scott (far right) with his family at camp. Scott’s father had contracted polio and lost the use of nearly all the muscles in his legs, but he was still able to enjoy time outdoors with his family through powersports vehicles.

HOW MIC VP BECAME OUR INDUSTRY’S LEADING ADVOCATE MSF Stories Continue

By Scott Schloegel — Senior Vice President of Government Relations for the Motorcycle Safety Foundation, Motorcycle Industry Council, Specialty Vehicle Institute of America and the Recreational Off-Highway Vehicle Association

I

grew up as one of four boys in the rural Upper Peninsula of Michigan where I spent nearly every day outside doing something with my brothers and their friends. At the end of my driveway was the familiar 1970s worn-down singletrack that ran up and down highway M-35, cutting into every lawn and driveway along the way. My home was on the shores of Green Bay, where we fished in the summer and rode powersports vehicles on the frozen bay in the winter.

My family owned restaurants, which occupied most of my parents’ time, but to decompress from the busy work week we also had a 280-acre “camp” where we hunted, farmed… and rode go-carts, motorcycles, ATCs, ATVs and snowmobiles.

When I was 3 years old, my father contracted polio, resulting in near full loss of the muscles in his legs, relegating him to using a walker, crutches and power scooter for the remainder of his life. My dad couldn’t go out and play soccer, football, or basketball with us boys, but he could pull his leg over the seat of a snowmobile, ATC or quad, which became our outdoor time together. We spent a ton of time hunting, fishing, and cutting wood that was used for heating our home and building a large addition to the house.

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After starting out on a Sears, Roebuck and Co. go-kart with a Briggs & Stratton engine, my dad bought me a Kawasaki 75, in 1975, so I could ride with my older brother who had a Honda Trail 70. Many kids in our neighborhood had a minibike for the spring, summer and fall, and a snowmobile for the winters. It was part of our culture. The unique two-cycle exhaust aroma and the thwap of the exhaust still invoke a Pavlovian response in me to this day!

In the early 1980s, I secured my motorcycle endorsement by completing a local Motorcycle Safety Foundation course which enabled me to ride my motorcycle to and from high school. My love of riding was cemented and has never waned since.

Following three years working for the Michigan House of Representatives, 18 years working for Congress, and another seven years working as a Presidential appointee in two administrations, I now serve as the SVP of Government Relations for MSF, MIC, SVIA and ROHVA. I’m privileged to lead the Government Relations Office team that works with all 50 states and the U.S. Government to promote safe riding/ driving and sensible policies that benefit our powersports industry.

Scott leads riders across Michigan’s Mackinac Bridge.

Scott rode along with Senator Gary Peters in his motorcycle tour of Michigan this year.

Peters, the Senate Motorcycle Caucus cochair, authored the MSF 50th Celebration Resolution.

Scott’s daughter enjoys cruising scenic roads with her dad.

In October I celebrated five years with the associations.

The MSF Government Relations team and I were integral in securing a U.S. Senate resolution honoring MSF’s 50th anniversary this year, and a Motorcycle Safety Awareness Month recognition from President Biden last year.

This truly is a dream job representing the industry that is such a huge part of my family memories and that affords people of all economic and physical abilities the opportunity to get outdoors to enjoy our beautiful country. Like the times

riding quads and snowmobiles around camp and across frozen Green Bay with my dad, some of my most treasured time today is going on rides with my daughter, who loves cruising scenic and windy roads on the back of my bike while she decompresses from her graduate school studies, and while I decompress from dealing with elected officials.

I’m honored to be a small part of MSF’s history and look forward to another 50 years of high-quality rider education for generations to come.

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BRP, Harley-Davidson, Honda, Indian Motorcycle, Kawasaki, KTM, Suzuki, Triumph and Yamaha. The MSF develops and maintains hands-on courses, classroom training programs, and “Host an Event” self-paced learning kits through its Rider Education and Training System (RETS). Primary goals are advancing safety, enhancing riding and continuously improving the class offerings, while delivering them in an effective, cost- and time-efficient manner, all for the benefit of current and prospective riders.

RETS represents a dynamic system providing opportunities for motorcyclist learning, growth and renewal. It blends into a cohesive whole four primary elements: 1) Variety of programs and services, 2) Varied skill levels and motivations of motorcyclists, 3) Talent and resourcefulness of MSFcertified RiderCoaches and other stakeholders, and 4) Broad range of delivery partners who interact with motorcyclists as well as non-motorcyclists.

MSF 50

Is RETS Right For Your Dealership?

T

he Motorcycle Safety Foundation celebrates its 50th Anniversary this year. The same MSF RiderCourse that put Scott Schloegel on the road to being our industry’s leading advocate is available to future riders in all states and on U.S. Military installations around the globe. As we learned last issue, dealer outreach through MSF’s Ride Day programs is an opportunity to put more butts in seats and build your riding community for the future: Link

The Motorcycle Safety Foundation is the internationally recognized developer of the comprehensive, research-based, Rider Education and Training System (RETS). RETS curricula promotes lifelong-learning for motorcyclists and continuous professional development for certified RiderCoaches and other trainers. MSF also actively participates in government relations, safety research, public awareness campaigns and the provision of technical assistance to state training and licensing programs. The Motorcycle Safety Foundation is a national, not-for-profit organization sponsored by BMW,

RETS allows for personalized education and training with instruction matched to particular interests and skill levels.

Integral to RETS is the concept of flexibility for jurisdictions, allowing each jurisdiction the opportunity to tailor a program to fit its specific needs (graduated licensing, additional emphasis on the serious risks of impaired riding, etc.).

All 24 MSF RiderCourses are developed using a sequential “interactive and intergroup” process, ensuring that the final program has undergone extensive field-testing before being released to the public. This ensures the proper application of contemporary learning principles and practices, and verifies the effectiveness and efficiency of the program. As the scientific community yields rigorous research results that lead to better methods to facilitate learning, and as the motorcycling community embraces improved ways to achieve safety and enjoyment from riding experiences, the MSF will continuously assess and refine its programs.

Another aspect of RETS involves ensuring that courses are facilitated according to MSF’s standards. MSF offers a unique Quality Assurance Specialist certification to top-level RiderCoaches and RiderCoach Trainers who wish to make themselves available to monitor and evaluate their peers and develop program and curriculum delivery improvement plans.

Learn more here: msf-usa.org/about

The Motorcycle Safety Foundation® is the internationally recognized developer of the comprehensive, research-based, Rider Education and Training System (RETS). RETS curricula promotes lifelong-learning for motorcyclists and continuous professional development for certified RiderCoaches and other trainers.

MSF also actively participates in government relations, safety research, public awareness campaigns, and the provision of technical assistance to state training and licensing programs.

The Motorcycle Safety Foundation is a national, not-for-profit organization sponsored by BMW, BRP, Harley-Davidson, Honda, Indian Motorcycle, Kawasaki, KTM, Suzuki, Triumph and Yamaha.

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We’re Piloteer, a fearless marketing agency that helps you navigate a changing world.

ITALIANS DO THEM BETTER, AGAIN RSD Flies The Tri Colore Flag

By Gus Stewart

B

ack in 2022 Roland Sands Design teamed up with MV Agusta to present a closer look at Italian exoctica. The event was a success so the shop hosted a second event to showcase even more Italian motorcycles in conjunction with .redPassion and @josegallina.

This time a wider net was cast and the DROC crew rode in with a large contingent of Ducatisti from Ducati Newport Beach and pros from Pro Italia gathered the faithful to augment the MV Agusta ranks at RSD LBC on August 27, 2023.

Many showed up to view Roland’s projects, his custom design shop, and just hangout with motorcycle enthusiasts. But because Italian bikes were the only visitors allowed to park inside the compound, the impromptu display gathered some of the nicest classics and coolest customs this side of EICMA in Milano.

Not hype, bikes ranged from Brad Pitt’s custom MV Agusta dragster built by RSD to the latest Panigales from Pro Italia. Plus there was food and rumors of vino rosso

The 82final word from LeMans Corp president Mike Collins: “This was the largest family reunion I have ever attended.

It was also the best. We set the bar very high with this one.

from Roland’s paisans from Doffo, along with Giro d’Italia race bikes from the Moto Doffo collection.

“Last year, the event included 41 motorcycles and 4 cars that were invited and curated by the IDTB/ .redPassion team... This year it was more than double that,” reports DROC. “The vehicles were placed around the facility and the RSD HQ was transformed into a wonderland of carbonfiber clad, race-infused, custom, vintage and special edition Italian machines. Throughout the day we saw 600+ visitors and 300+ motorcycles come through and despite having an ‘Italian Parking Only’ rule for inside the gate the parking area was packed!”

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FORGET ROME, ALL ROADS LEAD TO ROLAND SANDS DESIGN

D&G, Versace, Gucci… and now RSD? In addition to his industrial design projects and OEM work — most recently for Royal Enfield and Buell — add Roland Sands’ name to the great fashion design houses. However function follows form as RSD apparel offerings are designed to be functional motorcycle gear, not one-off gowns paraded before the fashionista attending Milan’s infamous Fashion Week.

It has been a busy year for the crew at Roland Sands Designs. In addition to playing host to all things Italian at the “Italians Do Them Better” show 2.0 and the return of the Moto Beach Classic, running a race team in the Baggers series and herding the cats for the Super Hooligan series, both the hard parts and apparel offerings have blown up.

Throw in cool collabs with the likes of Bell Helmets and wine pairings with his paisans at MotoDoffo, and you begin to see just how pervasive Roland Sands has become in the world of motorcycle design.

The following GEAR section is a grab bag of the latest goodies from RSD… above and beyond existing design deals with the OEMs.

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HEADS UP

System 3 Off-Road showed off a mud tire with lugs deep enough to be a paddle tire! The MT410 deep 1.5-2.0-inch Grooved V Lug Tread was a showstopper. “We are thrilled to introduce the MT410 Mud Terrain line,” said Craig Petersen, Founder of System 3 Off-Road. “The tread design, carcass performance, and weight of the tires set the bar higher for what mud riders can expect from their equipment. We are excited for our customers to experience the MT410’s capabilities.” Dig. It here: rolandsands.com/bell-race-star-flex-dlx-rsd-player-helmet

CAP IT OFF WITH LTD LID

RSD RACing hats are back… Once extinct, these retro racing liveryinspired snap-backs are back in stock. You won’t catch our race team without one on their heads, so snag some for your store before RSD decides to keep them all. A new take on a classic Dakar BMW livery, the Roland Sands Racing Dakar Hat is the perfect throwback to a time when racing meant hauling ass through the sahara desert on a 500lb boxer. We created this collection alongside our BMW R1200GS Dakar build to pay homage to the string of BMW’s Dakar wins in the 1980’s with just a twist of RSD. These t-shirts are limited production so once they’re gone they’re racing history. rolandsands.com/roland-sands-racing-dakar-hat

KICKING BACK

Introducing the Fremont Shoe. Meticulously constructed with hand-selected premium leather,RSD says the Fremont is a testament to exquisite artistry and quality. Each pair is painstakingly handmade in the historic heart of Mexico’s leather working region. It boasts a reinforced heel cup, toe box and ankle protection. This robust construction provides added protection where it matters most, ensuring you can ride with confidence. “With premium materials, meticulous attention to detail, and style that endures the test of time, the Fremont Shoe is the epitome of our brand’s heritage.” rolandsands.com/fremont-riding-shoe

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CLASH OF THE TITANS

Classic 1959 styling redefined, the RSD Clash CE Leather Jacket is the perfect blend of a detailed rocker-style leather jacket with premium materials and motorcycle functionality. Inspired by the classic Perfecto jacket of the 1950s, the Clash by RSD features a ton of unique features that make this jacket an instant classic. Constructed of exclusive GT Racer leather that feels and smells as good as it looks, each Clash is unique. The asymmetrical designed front zipper keeps that rocker look front and center while the quilted stitched accents and the infamous coffin stitched elbow round out the design. All seams have been double, or triple stitched to meet vigorous CE level safety standards and include innovative, low profile CE level 1 armor by SAS-TEC. rolandsands.com/clash-jacket-ce

RONIN RETURNS

Ronin is the jacket that set the precedent of what a new motorcycle jacket could be. Subtle styling accentuates the rich texture of the Airborne leather, the Ronin is cut for the ride with pre-bent arms and pockets for armor. All seams have been double, or triple stitched to meet vigorous CE level safety standards and include innovative, low profile CE level 1 armor by SAS-TEC. The Ronin CE looks the part and performs even better. rolandsands.com/ronin-jacket-ce

SALUTE’

The union of Moto Doffo and Roland Sands Design started with a friendship and appreciation for the finer things in life like great wine and Italian motorcycles. The two share many similarities. RSD and Doffo are family businesses run by brother and sister who are inspired to carry on and improve the work of their family. Both are artistic businesses that deal with small details and intense attention as well as the craft of aging and appreciation. Roland and Damian together blended the wines in the collection… In fact, the first RSD X MotoDoffo Petite Savage Collab completely sold out. However the boys say they have something brewing…um, vinting that will be decanted soon. rolandsands.com/rsd-x-moto-doffo-petite-savage-collab

NOVEMBER 2023

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VALE NACE PANZICA

I

t is with profound sadness that the family of Nace Panzica, announces his passing on Monday the 16th of October, 2023 while surrounded by family and friends. He leaves behind his wife Kathy, sons Mark Panzica and John Paredes, sisters Margaret and Mary, brothers Pat, Anthony, Joseph, Michael and Dominic, along with six grandchildren, 13 nieces and nephews, and 18 great-nieces and nephews.

Nace was preceded in death by his son, John Panzica.

Nace was one of the founding partners of Custom Chrome, Inc., also known by its initials CCI, in 1970. Under Nace’s leadership, Custom Chrome grew to be the world’s leading manufacturer/wholesaler of aftermarket parts and accessories for Harley-Davidson motorcycles, with annual sales totaling $250 million before his departure in 1997.

Starting out as Coast Cycle, a small motorcycle shop in San Jose, California, before incorporating under the name Custom Chrome, the company grew to include its world headquarters in Morgan Hill, California, along with five US warehouses, Germany-based Custom Chrome Europe, and Custom Chrome Taiwan. At its peak under Nace’s guidance, CCI employed more than 700 personnel worldwide.

As President and CEO of the company, Nace also led the product development team at CCI that specialized in bringing new and proprietary products to the HarleyDavidson aftermarket. It was not unusual during the late 80’s and 90’s for CCI to introduce more than 500 new products annually, with some of the most successful programs being the RevTech oil, wheels, engines, gear sets and complete

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transmission assemblies, in addition to the Dyno Power, Premium and C.C. Rider product lines... to name just a few.

Nace took great pride in his team of designers, engineers and product specialists that closely followed developing trends in the Harley-Davidson world, and were able to quickly respond with exciting, new proprietary products, and comprehensive marketing campaigns that introduced them to dealers and consumers alike. Without Nace’s drive and ambition, none of this would ever have been possible.

He was always the first one at the office in the morning, and the last to leave at night.

Nace’s impact on the greater aftermarket industry is still felt today with many of the products still being sold in the marketplace… decades after Nace shepherded them from concept to shelf. And his impact has also been felt because many of his former employees have continued working in the industry for a myriad of companies, bringing the knowledge they gained at CCI with them.

In the years since his departure from Custom Chrome, Nace stayed busy in the motorcycle business with Internet start-ups, and an engine and transmission driveline (TDC) business that he would later sell off.

Memorial services for Nace were held November 18th at the Advent Lutheran Church in Morgan Hill, California.

Godspeed Nace…

Published by Emde Books, an imprint of Don Emde Inc.

THE FRED FOX STORY

U

BY DON EMDE

THE BEST POWERSPORT BUSINESS SUCCESS BOOK YOU’LL EVER READ!

nlimited. The Fred Fox Story provides an indepth look at the life of Fred Fox, a leader of the modern era of powersports product distribution. The newly released book written and published by Don Emde is a full-color, 324-page publication, hardbound with an embossed dust jacket and 700+ photos. Price: $75.00 plus $10.00 shipping & handling – sales tax where applicable.

Postage rates shown are for U.S. addresses only.

ORDER TODAY AT:

EMDEBOOKS.COM

Don Emde, Inc., PO Box 6118, Laguna Niguel, CA 92607 |

Copyright ©2023 Don Emde, Inc. All Rights Reserved

AIMExpo................................................................................. 2 Atturo Tires.........................................................................23 Bobcat.................................................................................... 7 Cycle News......................................................................CVR4 Denago Powersports........................................................... 9 Don Emde Productions......................................................89 DX1/Traffic Log Pro...........................................................19 eDealernews...................................................................54-55 Evolution Electric Vehicles...............................................42 Find It Now GPS Security..................................................11 Harden Off-Road................................................................75 KYT........................................................................................33 Motocross The Golden Era................................................91 Motorcycle Industry Council (MIC)...................................67 Motorcycle Industry Jobs (MIJ).........................................17

Contact Don Emde at don@emdebooks.com for information about Canada or international orders or other questions.

SCAN FOR ORDER FORM

Moto Morini.........................................................................65 National Powersport Auctions (NPA)............................... 3 National Powersports Dealer Association (NPDA).......61 Performance Brokerage Services....................................56 Phoenix Handlebars...........................................................33 Piloteer................................................................................81 Segway Powersports.........................................................29 Spader Business Management.........................................39 Synchrony............................................................................41 .Torque Off-Road.................................................................15 Tread Lightly.......................................................................69 Triumph Motorcycles America.........................................13 Turn 14 Distribution/Kuryakyn.......................................25 Vanderhall............................................................................53 Volcon...................................................................................47

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 2023

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Embrace the power of social media. Create engaging content on platforms like Instagram, Facebook and YouTube. Use these channels to showcase your inventory, share customer stories, and provide insights into the powersports lifestyle.

Paid advertising on these platforms can be a game-changer, allowing you to target specific demographics and interests.

Most of us are enthusiasts. The reason we love this industry is because we are riders. Use this to your advantage and post photos and videos of you and your staff out on the trail/ street/water — actually using what you’re selling! Content marketing is your secret weapon. Create blog posts, videos and infographics that offer valuable information about powersports, maintenance tips, and product comparisons.

This not only positions your dealership as an industry authority but also helps with search engine visibility.

Don’t forget email marketing. Build a database of interested customers and send them regular updates about new arrivals, promotions and events. Personalize your messages to make recipients feel valued.

Digital marketing is not only about acquiring new customers but also retaining existing ones. Leverage email marketing and social media to engage with your current customer base and offer loyalty programs or incentives for referrals. If your searching for someone to help you with please reach out to me or visit: www.motorsportsmarketinggrp.com

MASTERING POWERSPORTS CHALLENGES: A DIGITAL Dominating The Inventory Arena In an industry marked by ever-changing inventory, MARKETING APPROACH Or Go Out Of Business!

By Brandon Prokupek, Dealership Owner/Powersports Marketing Professional

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on it.

fter 3 months of being in our new dealership — Powermaxx — I have identified three things that all of us are dealing with so I decided to write an article and share my thoughts

In the dynamic realm of powersports, dealers face an array of challenges that require innovative solutions. Let’s dive into three key hurdles: the relentless rise of interest rates, maintaining margins in a competitive inventory landscape, and equipping and training your sales team. We’ll also introduce a game-changing approach to reaching more customers through digital marketing.

Unleashing Your Digital Marketing Arsenal Rising interest rates are shaking the powersports industry, but they can become an opportunity for those who adapt.

One powerful solution is to harness the potential of digital marketing to reach a broader audience and inspire action.

Begin by establishing a strong online presence. Invest in a user-friendly website that showcases your inventory, financing options and customer testimonials. Ensure it’s optimized for search engines, so potential customers can easily find you when searching for powersports dealerships.

I’m sure that most of you are already using DX1, Dealer Spike or one of the other providers that makes this easy. If not, I highly recommend reaching out to one of the service providers ASAP.

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maintaining margins is always a balancing act. However, a robust digital marketing strategy can be your guiding star.

Highlight the unique features and advantages of the models with the highest profit margins in your online content. Use your website and social media channels to educate potential buyers on why these machines are worth the investment.

Implement an online inventory management system that helps you keep track of your stock, ensuring you don’t overcommit and maintain healthy margins.

Engage in data-driven marketing. Use web analytics and customer behavior data to understand what inventory is in demand and adjust your stocking strategy accordingly. Tailor your online advertising efforts to promote the models with the highest potential for profit. We use DX1 and it allows us to see which products are most viewed on our website.

To stand out in this competitive landscape, focus on value, not price. Elevate your dealership by offering top-tier customer service and unwavering post-sale support. Make sure your customers know that they’re not just buying a machine; they’re investing in a partnership for their powersports journey. When you provide unmatched value, customers won’t hesitate to pay a premium.

The Digital Training Revolution How many of us have heard the term “COVID Sales Person”?

Meaning someone who started on your sales team that crushed it in terms of selling major units between the years 2020 - 2022. I’ve often heard them being slandered for not having any “real” sales skills and that they “won’t make it” in the real world. But is that really how we should look at it?

What about the old saying “you don’t know what you don’t know”? They only know what they have seen. So we can either not help them at all, we can train them or we can fire and hire new help in hopes they will be better. But I’m going to bet that you will spend more money and waste even more time firing and hiring new people.

Training these team members — and even training all sales team members — will be the one thing you can invest in that will help sustain and grow your business in the next 12 months.

Equipping and training your sales staff in the digital age is essential for success. The digital landscape is constantly evolving, and your team must stay ahead of the curve.

Invest in digital sales training programs. There are several options out there for this. It only takes 15-25 minutes per day for this to be effective and if they are super committed, they can even do it on their own time.

Ensure your sales team understands the principles of online marketing and lead generation. Equip them with the skills to convert online leads into customers effectively. They need to know where the leads they are getting come from. There are lots of various lead sources. For example a form-fill Facebook lead is not the same as a web lead submitted from a customer shopping your website. Just as a call-in lead is different from a walk-in lead.

Leverage digital tools for lead management and customer relationship management (CRM). These systems can help your sales team stay organized and responsive to potential buyers.

Train your team to utilize virtual communication platforms for sales presentations and consultations, making it easy for customers to engage with your dealership from the comfort of their own homes.

We have seen a major shift in how we communicate with the consumer since covid. On average a person only visits 1-2 dealerships before making a purchase. This means we have to be communicating online and our online showroom and presence is crucial in today’s world.

In conclusion, rising interest rates and maintaining margins remain critical challenges in the powersports industry, but digital marketing offers a powerful solution to reach more customers and navigate these hurdles. By establishing a robust online presence, leveraging social media and content marketing, and embracing data-driven strategies, your dealership can thrive in the digital era. Moreover, equipping and training your sales staff in the digital realm ensures they are well-prepared to engage with today’s tech-savvy customers.

It’s time to embrace the digital age and dominate the powersports industry. Are you ready for the ride?

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