Issue #1 January 2022 by Dealernews

DN 2.0 #1

TOP 100 WOMEN

NATIONAL POWERSPORTS DEALER ASSOCIATION AIMExpo Debut

SHOWTIME: AIMExpo Returns

• connect • engage • unite

CONTENTS 06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE+ 23 PW50 STORY GOES VIRAL 24 THE LIFE OF RILEY 26 INDUSTRY RESEARCH+ 32 INDUSTRY RESEARCH+ 34 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 39 SHOWTIME! 41 NPDA DEBUT 48 TOP 100 WOMEN IN POWERSPORTS 50 WHO’S WHO 56 SENATOR JONI ERNST CELEBRATES Bob Althoff On Time To Think Big

Robin Hartfiel On A Journey Of 1,000 Miles The Industry On Dealernews

Extra! Extra! Read All About It! Personnel Postings

Fredericktown Yamaha Triumph Accidental Video Star

Fredericktown Yamaha Founder Richard Riley Don Musick On What You Really, Really Want! Dr. Paul Leinberger On Welcome To 2022

Lenny Sims On J.D. Power Valuations NPA’s Jim Woodruff On Pre-Owned

Connect. Engage. Unite = AIMExpo 2022

National Powersports Dealer Association Announces PURE Program #powerwomen

The Class Of 2022

Head Of The Motorcycle Caucus

20 4

OUR TEAM Bob Althoff World’s Luckiest Man

DIVERSITY+

60 62 65 66 70

LIVE LIKE LILLY

72 74 75 76 80 84 90 94 95 96

NOW CHARGING

WRN Founder Genevieve Schmitt’s Motorcycle Mentorship Challenge

Pioneer Lilly Farrow Continues To Inspire 130 Years Later

THE IRON LILLY PROJECT

Soon To Be A Major Motion Picture

eDEALERNEWS Watts Up?

CURRENTS+

Volcon On A Charge

THE ELECTRIFICATION OF POWERSPORTS Tucker CEO Marc McAllister EV Symposium Shockers

AIMExpo EV Panel Peers Into The Future Of Powersports

MIC RIDE REPORT

What Your Industry Association Does For You

ADVOCACY+

Don Amador On PWORA

CONFESSIONS OF A CUSTOMER

Eric Anderson On The Science Of Sound

ADVOCACY+

Scot Harden;s Dakar 2022 Recap

PERFORMANCE+

Mark Rodgers On Your Digital Future

GEAR+

Show Stoppers: What’s New At AIMExpo?

VALE+

Ave Atque Vale Earl Hayden

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

AD INDEX

This issue Brought To You By…

BACKFIRE+

Zap On eBikes

Heads up! Gus shot the new KYT lids at AIMExpo

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

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

JANUARY 2022

Have I changed my mind about “e-commerce” and “my” customers? ‘Yep! ’Do I contradict myself? Very well,” wrote Walt Whitman, “then I contradict myself. I contain multitudes.” As I reflect on the current state of our industry, I can’t help but think that there must be a hybrid way of doing what we do. To paraphrase Walt, “We contain multitudes.” What if there was a better way to drive customers/friends/riding partners into our brick and mortar stores? What if we actually took the compelling stories and content we have and utilized the digital highway of mass market via big screen, cable and yes, the Internet?

World’s Luckiest Man By Bob Althoff

TIME TO THINK BIG!

Do I Contradict Myself?

’m old enough to remember the early days of the Internet. However, I am not so old that I have forgotten the initial response I had when a fellow Dealer suggested I get with the times. I respected this guy immensely, but when he urged me to pivot to “e-commerce” — I thought he was off his rocker. I had been trained to believe that our business was about “relationships” — Customers became friends, friends became riding partners, riding partners became life-long customers — for many of us, this symbiotic relationship based on personal interaction was the reason we got into powersports. Well, I thought, “How am I supposed to have a ‘relationship’ with an Internet customer? Nah… I’ll pass. I like my handshake business model, and I think my customers do, too.” Fast forward a decade or two. The Internet, you know, that thing invented by Al Gore, has become ubiquitous. It has changed consumer behavior; disrupted industries; bankrupted many and made hundreds of billions of dollars for others.

Phil Ingrassia who heads the R.V. Dealers Association would tell you that Go RVing on Great American Channel has driven their revenues and profits to record after record over the past two decades. The Go RVing program is the consumer-facing voice of the RV industry with a mission to inspire potential RVers, spark curiosity and raise awareness about the benefits and accessibility of RVing through rich, authentic and diverse storytelling. I would argue the powersports industry has a richer, more authentic and much more diverse story to tell, going back to Lilly Farrow’s day! The national Go RVing campaign aims to educate consumers on the ease of incorporating RVing into activities they are already passionate about from camping, tailgating, vacationing, glamping, road tripping and more. Go RVing’s message is simple: RVs are for everyone; they come in all sizes and price points and are enjoyed by millions of people with varying interests, diverse backgrounds and across generations. Aren’t powersports products all of that and more? Yes, it is time to think big. Stimulus money is over. Interest rates are on the rise. Consumers are still very much attracted to all we possess. The pandemic vindicates that. But we simply must utilize the big megaphone to share our secret with the millions of “intenders” that there is a Dealer down the street that still looks to meet their individual needs. There is a Dealer like me who would like to make a new friend; and have someone to share that next great adventure with. Now that is a story that should go viral on the Internet! Bob

rewards of being in this business are worth it for those of us who have stuck it out. We all know there are much easier paths to choose in life’s journey! I can certainly respect those dealers and exhibitors who felt the risks outweighed the rewards… and the cold snap, corresponding grounding of flights and a surge of omicron cases just before the show didn’t do attendance any favors. What I have a problem with is those trolling the Internet and attacking the people who joined us in Las Vegas… but that is a rant for another time (and yes, I know you can’t win an argument online. “Never argue with a fool; onlookers may not be able to tell the difference,” as Mark Twain so astutely noted even before Al Gore invented the Internet).

Editor’s Note By Robin Hartfiel

LOOK BEFORE YOU LEAP!

he philosopher Lao Tzu noted that “a journey of a thousand miles begins with a single step.” At the AIMExpo last week, the powersports industry took its first step to a return to normalcy. For the first time in two and a half years, dealers were able to walk the aisles of a trade show and look vendors in the eye — can’t say face-to-face because of some of the masking mandates — but even with fist bumps and air hugs, we were able to get together in person. Dealernews jumped into AIMExpo with eyes wide shut and with both feet first! “This will either be viewed as incredibly bold… or incredibly stupid,” said my friend and columnist for 30 years, Mark Rodgers. He is right, of course. Then again, we are motorcycle people and the same thing can be said of riding. Like running a dealership, riding a motorcycle is not for everyone. However, through education, practice and proficiency, we can manage the risks — and the

A lot has changed since Lao Tzu said it around the 5th Century, but the proverb’s meaning still rings true. It means a first step needs to be taken if we intend to finish a task. In other words, this expression tells that great things commence with simple beginnings. Scholars suggest that a ‘thousand miles’ shows the longevity of a journey, while a ‘single step’ is an initial move. In other words, no matter how ambitious or ambiguous the task is, how long the journey is or laborious the work is, a movement is always required to begin it. I’m not that smart, but it seems as if the simplest step on the road to recovery is to put one foot in front of the other. Manage the risks by masking up, getting vaccinated, socially distance, boosted or whatever you feel is necessary, then go to the trade show, sign up for that dealer education session, enjoy the industry party and a meet & greet with the G.O.A.T. Will we stub our toe? Undoubtedly! It takes a lot of steps to travel 1,000 miles and there will be times where we will probably take a step backwards. But hopefully our industry’s forward progress can be sustained. AIMExpo was just the first step!

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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them by rural powersports dealers, mom and pop gas station owners, RV industry, OHV consultants, and forest/grassland pre and post wildfire mitigation experts. 5- Tech giant and international businessman, Elon Musk, assigns a team of engineers and scientists to research and once-and-for-all solve the infamous “jeep death wobble” after reading about numerous complaints on various 4-wheel drive blogs. Musk states this task might be his most difficult challenge and he is committed to finding a solution. DONSTRADAMUS PREDICTS… TOP 10 OHV & TRAIL-BASED RECREATION PREDICTIONS FOR 2022 After a long hiatus, the Great Donstradamus is back making his OHV recreation predictions for 2022. Actually it is our Advocacy Editor Don Amador calling the shots for what the New Year will see on the land use front. 10 - The COVID-related explosion in public land recreation and resultant sales increase in OHVs inspires state and federal land agencies to devote more resources to manage roads, trails, and facilities for both casual use and permitted competition events. 9 - Firefighting agencies will add recreation and trail specialists to their interdisciplinary teams to help them better identify ingress and egress routes that can be used by firefighters and resource professionals to manage wildfires in the West. 8- Federal land agencies address challenges created by both the growing popularity of electric Adventure motorcycles with limited range and the lack of recharging stations in remote backcountry areas by installing solar powered charging stations in campgrounds and decommissioned work stations or lookouts. 7- Environmental groups join forces with off-road organizations to halt wind and solar farms proposed for installation on sensitive habitat, scenic areas, or lands used for multiple-use recreation. 6- The CA Air Resources Board reverses current effort to ban fossil fuel powered outdoor equipment such as generators, chainsaws, and OHVs after an articulate and passionate presentation given to

4- Off-road racing champion partners with Kim Kardashian to create a new body spray that captures the scent of sweat, chain lube and forest loam for use by customers who don’t have time to ride but want to smell like they did. Sales soar with Generation Z and Generation Alpha customers. 3- A software company hires a number of OHV advocates to create a video game where participants pretend to champion OHV issues in the following venues; state legislatures, land agencies, Congress, counties, and social media. The gamer is considered a winner if they score a victory in any of the venues. 2- States that ended their reciprocity related to OHV registration/decals do an about face when they receive angry complaints by their residents who now have to pay for out-of-state permits in states with reciprocity requirements. States with reciprocity enjoy marked increase in permit revenue. 1- Electric bicycle riders in large cities rejoice when major state and regional parks in California authorize their widespread use of nearby designated non-paved single-track trail systems. The S.F Bay Area sees the largest celebrations. Donald Amador, The Quiet Warrior Recreation HQ & OHV Strategy And Stewardship Conference Center Cottonwood, CA https://quietwarriorracing.blogspot.com/

SOME DIRTBAG BRAND… I hope this email finds you doing well from a wonderful holiday season. Judging by your posts, it was a good one. We are certainly “ramping up” and I wanted to see if there was room in the GEAR section for the news as you had shared with our stands. I figure we will run into you at AIMExpo. I will be there connecting with old friends and making new contacts. Would love to be able to meet face-to-face and kind of give you some broad strokes on the direction we are heading for the season. Regards, Josh Salazar, El Jefe Dirtbag Brands Grand Junction, CO http://www.dirtbagbrands.com

GREAT ISSUE! The GOAT issue is a Great Issue… As most are. Just thought in the new year, folks need to hear that they’re doing okay a little more often! Very interested to see the number of vendors and attendees for AIMExpo. It’s a great indicator of a dealer’s current state of mind, especially those on the Eastern side of the Rockies, or even the Mississippi! Have Fingers Crossed! Regards, Tommy Todd. CEO PowerSport Strategies Beech Bluff, TN https://www.facebook.com/ BusinessStrategies2020

SOUND OFF! Dealernews is indeed back. Join in the conversation via e-mail: Editor@dealernews.com Check us out on Instagram: https://www.instagram.com/dealernews/ Like us on Facebook: www.facebook.com/DealernewsFan/ Follow along on Dealernews.com Tune into the new YouTube channel: https://www.youtube.com/c/ Dealernews50/featured

ARROWHEAD BUYS WPS

Distributor Becomes Tip Of An Aggressive Acquisition Strategy Arrowhead Engineered Products, the outfit that owns All Balls Racing, Hot Cams, Vertex Pistons and other leading aftermarket parts brands, has purchased Western Power Sports. Already known for its exceptional dealer service and wide array of leading house brands like FLY Racing, WPS serves nearly 12,000 dealer customers with more than 150 sales reps and seven U.S. distribution centers. “This acquisition is an important step in our growth strategy and aligns with our mission to be the largest off-road aftermarket parts supplier in the world,” explains Arrowhead CEO John Mosunic. “WPS has a tremendous reputation with its dealer network and I’m thrilled to have their team lead our powersports segment. The combined power of Western Power Sports’ trusted distribution and dealer network with Arrowhead’s additional brands, global distribution footprint, and best-in-class supply chain network creates a powerful team giving dealers a wider selection of quickly available products.” Former WPS controller and president Steve Lester steps up to the WPS CEO role, replacing former owner Craig Shoemaker. “Through the sale process, we spoke with several quality companies that expressed interest in WPS — Arrowhead was the only company with an excellent cultural fit and matched our commitment to customer service.” With both Arrowhead and WPS rooted in powersports and parts distribution, dealers and consumers will continue to enjoy the diverse product offering and exceptional customer service. “Western Power Sports is a strong strategic fit with a complementary product offering and a passion for providing great service to dealers and consumers,” concluded Mosunic. “We will work together to ensure this combination supports our customers and benefits the entire industry.” Arrowhead brands include All Balls Racing, Vertex Pistons, Cylinder Works, Hot Cams, Hot Rods, Pivot Works, and Tiger Lights. These do not include a dozen brands also owned by Arrowhead focused on outdoor power equipment, agriculture and golf cars. Brands built or exclusively distributed by WPS include FLY Racing, Sedona Tire & Wheel, Open Trail, Shinko Tires, FirePower, HardDrive, Highway 21, GMAX, ScorpionEXO and more.

ARROWHEAD ON POINT

Concurrent with the blockbuster news that Arrowhead Engineered Products had purchased distribution powerhouse Western Power Sports, came the acquisition announcement of Custom Golf Car Supply, under the Red Hawk golf parts division. “This acquisition is an important step in our growth strategy,” said John Mosunic, CEO of Arrowhead. “The combined power of Custom Golf Car Supply’s domestic manufacturing of luxury golf car accessories and Arrowhead’s global distribution footprint and strong financial growth strategy gives dealers and consumers a wider selection of quickly available products.” Gillet Boyce, golf vertical senior vice president, will take on responsibility for Custom Golf Car Supply as part of Arrowhead’s golf car parts and personal transportation vehicle segment. “Custom Golf’s DoubleTake brand is a natural extension of the Red Hawk family of brands including Red Hawk parts, RHOX accessories and Admiral electrical parts,” said Boyce. Custom Golf’s product line includes custom built golf cars as well as tops, body kits, headlight kits, enclosures, and rear seat kits. “Today marks the beginning of an exciting new chapter for Custom Golf,” said Janet Martin, Custom Golf Car Supply president. “As part of Arrowhead Engineered Products, we will deliver more value to dealers with Arrowhead’s strong supply chain.” “Custom Golf Car Supply is a strong strategic fit with a passion for providing great service to dealers and consumers,” said Boyce. “We are excited to welcome the Custom Golf team and start growing our market presence as a combined organization.”

STENS STEPS INTO POWERSPORTS

Part of the Arrowhead mergers and acquisitions strategy, Stens is stepping up its powersports hard parts portfolio. “The right part, the right place, the right price” mantra continues to be the call to action for Stens, which is known for delivering parts to the outdoor power equipment (OPE) industry… but on a bigger scope. Stens customers can order 600+ powersports parts in 18 different product categories with more than 84,000 applications.

Products include replacement parts for top OEMs including Polaris, Honda, Yamaha, Can-Am and Suzuki. Parent company Arrowhead Engineered Products SVP Field Sales, John Bauersfield, stated, “We are excited to introduce the All Balls Racing product offering to Stens dealers, making them a one-stop shopping experience that is even more convenient and efficient for customers needing both traditional Stens parts and now powersports parts.” Headquartered in Jasper, Indiana, Stens joined Arrowhead Engineered Products in December 2016. This merger combined two of the strongest hard parts suppliers in the OPE space. Now with the addition of WPS, power equipment expands to powersports. Continued on page 14

Continued from page 13

Indian Motorcycle St. Paul is now the area’s leading source of new Indian Motorcycles, previously owned bikes of all brands, and Indian-branded accessories and apparel. The dealership provides premium technical service and maintenance work and will offer industry-leading performance products and tuning through the in-house Lloyd’z Garage operation. “We’re very familiar with Upper Midwest riders and their passion for motorcycles,” said Greer. “Tim and I have owned and operated performance and accessory businesses that have enjoyed outstanding support from Midwest riders, so we know they optimize every riding opportunity. Our goal is to put them on the best bikes available with performance upgrades to enhance their experiences.” Doug and Jeanne Kauth, the previous owners of Bison Thunder Motorcycle, sold the dealership to spend more time with family. Greer and Sutherland have owned and operated Indian Motorcycle Charlotte [N.C.] since 2018, and last summer they opened Lloyd’z Garage on the grounds of the Sturgis Buffalo Chip.

DEALER NEWS:

Indian Motorcycle St. Paul Replaces Bison Thunder Motorcycle Lloyd Greer and Tim Sutherland have acquired Bison Thunder Motorcycle in St. Paul, MN, and are relaunching the dealership as Indian Motorcycle St. Paul in February. The new ownership team of Sara Ramseur, Amanda Bramble, Greer and Sutherland tentatively plan to hold a grand opening around Feb. 1 at the facility located at 2967 Hudson Road, St. Paul. “We are excited about this tremendous opportunity and see unlimited potential for Indian Motorcycle St. Paul,” said Sutherland. “We’ve got an outstanding facility with an inviting showroom and state of the art service facility. Plus, we’ll expand the service center with Lloyd’z Garage, which will provide riders with the ultimate in performance.” Ramseur is the operations manager for Indian Motorcycle St. Paul, and Bramble is the marketing and general sales manager. Sutherland adds most of the Bison sales and service staff is being retained, so there will be outstanding continuity with current customers. “We are honoring all previously placed orders for new Indian Motorcycles and are also honoring terms of the ‘No Worries Promise’ that Bison offered,” said Bramble. “Our goal is to make the transition as smooth and seamless as possible for our customers.”

PIERER POSTS PROFIT

Pierer Mobility AG — better known for its family of brands including KTM, Husqvarna and GasGas — had another record year in 2021. The Austrian-based OEM posted increases in revenue in motorcycles and eBikes. Year end tallies were positive in all business branches: Motorcycle sales 332,881 (+23%) Bicycle sales 102,753 (+40%) eBikes: 76,916 (+37%) Expected revenue for 2021 is expected to be in the neighborhood of EUR 2,040 million, up +32% over 2020. Expected EBITDA margin could be as much as 9.5%. With sales of 332,881 motorcycles (previous year: 270,407) in the 2021 financial year, PIERER Mobility achieved its 11th record year in a row. Total sales volume increase of 23%. In Europe, approximately 120,000 motorcycles were sold, which means two thirds of the Group’s motorcycle sales came from markets outside Europe, primarily North America, India and Australia (approx. 210,000 units). In addition, the bicycle division with the HUSQVARNA, R RAYMON and GASGAS brands achieved a sales growth of more than 40% and sold 102,753 bicycles (previous year: 73,277), of which 76,916 were E-bicycles (previous year: 56,064).

“The year was a success not only on the road but also on the racetrack: we won the title of MotoGP Constructors’ World Champion for the second consecutive year and we gave birth to the electric era of our company with the V21L prototype, which foresees the bike that will race in the MotoE championship from 2023,” added Domenicali. “In addition to generating so much suffering, the pandemic has also forced us to conduct a continuous internal reorganization. Supply chain congestion created delivery delays for which I want to apologize to all Ducatisti, thanking them for their patience.”

DUCATI DELIVERS!

Ducati delivered 59,447 motorcycles worldwide, making 2021 the best year ever for the brand from Borgo Panigale. “2021 was a magical year for Ducati,” says CEO Caludio Domenicali. “We delivered over 59,000 motorcycles, a number never achieved before in 95 years of the company’s history!” Ducati ended 2021 growing globally by +24% over 2020 and +12% over 2019. Double-digit growth in all major countries including the United States, which regained the top marketplace title, and Australia, which recorded + 50% growth compared to 2020.The Multistrada V4 was the best-selling and most popular motorcycle for Ducatisti with 9,957 motorcycles delivered to customers around the globe.

Sales grew double-digit in all major countries, from the United States to Australia, where the new subsidiary achieved an increase of 50%,” notes Francesco Milicia, Ducati VP Global Sales and After Sales. “These results are also the outcome of extraordinary work aimed at the continuous improvement of the global sales network both in quantitative terms, with 84 new dealerships, and in qualitative terms, focusing on the digitization of processes and omnichannel to guarantee our Ducatisti an “unforgettable” experience.” Domencali concludes, “The core values of the Ducati brand – Style, Sophistication, Performance and Trust – are more relevant than ever. Our growth is inspired by these values, offering our enthusiastic customers products that are increasingly representative of a unique mix of beauty, technology and distinctiveness, such as the best of Made in Italy.”

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Brought To You By MotorcycleIndustryJobs.com production accomplishments, including the 1 millionth Golf Car, 1 millionth ATV and the production of over 4 million vehicles in total from the Newnan facility. Chrzanowski graduated from Massachusetts Institute of Technology with dual Masters’ Degrees in Mechanical Engineering and Management. He holds a Bachelor of Science in Mechanical Engineering.

After working his way up through the ranks Mike Chrzanowski has been named President and CEO of Yamaha Motor Corporation USA. He replaces Kazuhiro Kuwata, who had served as President of YMUS since 2018. Most recently serving as Senior VP of the YMUS Demand Chain Division, Chrzanowski’s strong background in manufacturing, his relationships with each Yamaha product group, and his focus on customer value has positioned him to be an exceptional and well-rounded person to lead the company. “I am truly honored to be appointed as President and CEO, and I look forward to continuing my close working relationships with the Yamaha group companies, and our US subsidiaries, partners and suppliers who have all played a pivotal role in Yamaha’s success,” said Chrzanowski. “I am sincerely privileged to now lead our team of thousands of dedicated and passionate employees in the U.S.” For nearly 20 years, Chrzanowski rose through the ranks at the Yamaha Motor Manufacturing Corporation of America (YMMC), Yamaha’s largest U.S.-based manufacturing facility located in Newnan, Georgia. Starting in 2001 as Plant 1 manager, he eventually became President of YMMC in 2017. As a leader in Yamaha’s US manufacturing operations, he worked closely with the company’s Motorsports, Golf Car and Watercraft divisions. His work has been instrumental in facilitating many milestone

Let the good time roll … off the assembly lines in Lincoln, Nebraska, that is Mike Boyle succeeds Yakuta “Joe” Tabata as President of Kawasaki Motors Manufacturing just in time to lead a massive $200 million expansion in Lincoln that will add capacity to assembly, paint and welding lines in its consumer products division. As part of that expansion, Kawasaki plans to add 550 employees over the next two years. The company is Lincoln’s largest manufacturing operation, with more than 2.4 million square feet of space, so Boyle has a BIG job, literally. It’s also is one of the city’s largest private employers, with more than 2,400 employees. Boyle has been with Kawasaki for 37 years. He began in engineering and has held many key positions over the years, the latest being vice president and chief operating officer. “Mike’s background and leadership ability will make him an excellent leader to move KMM into the future,” claims Jason Hellbusch, director of corporate administration at KMM Lincoln

LeMans Corporation has named John Strangfeld the new Drag Specialties National Sales Manager to replace the late Jim Matchette. With riding, racing and working within various powersports Dealers for more than 20 years, Strangfeld has always taken an active role in this industry. His roles have included working in every facet of the dealership, including selling V-Twin motorcycles in the late ’90s. This industry experience eventually led him to LeMans.”I have had the fortune to work in various capacities within LeMans for the past 22 years,” says Strangfeld. “I am honored to be working with the Drag Specialties team and our valued dealer network. I look forward to working with the entire LeMans family to continue growth and brand momentum for Drag Specialties.” He started with LeMans as the Moose Racing Sales Manager back in 2000. Strangfeld then served as a territory sales rep from 2004-2020. In January of 2020, John was named a Parts Unlimited National Sales Manager. His sales management and team lead experience along with his personal enthusiasm for The Motor Company’s products, make for a seamless transition to the Drag Specialties position. “This is a bittersweet announcement; we all miss Jim Matchette every day,” notes VP of sales Jeff Derge “Jim and I were planning for his retirement and shared a common vision for the future of Drag Specialties. John is a key part of that vision, and the entire Drag team is excited to have him leading them forward.” Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

Simply divine? The past eight years have been pretty swell, says Paul Devine. “Today is my last day at S&S Cycle. Back in 2014, we set some aggressive goals, and the challenges were many; I am proud to say that all of these have been met or exceeded. The business is doing well and on a great path. So, now it’s time to say goodbye and look for new opportunities and challenges. During my time with S&S, I held various leadership positions in sales and marketing, including business development roles, key accounts and OEM customer responsibilities for the global market. Memories of my coworkers, customers and new friends I met here in the USA and those who showed such fantastic hospitality during all those trips to Europe, Asia, China, Australia and Japan are something I will always treasure. It has been a privilege to represent an exemplary brand on a global stage. I am proud of the work that was accomplished during my tenure and confident my efforts have positively contributed to the future success of S&S Cycle… Keep riding and living your passions.”

Devin, not “Devine” has a new industry job, Devin Smith that is. After working in a dealership while he was working on his Marketing Degree at Georgia State, Smith has rolled into a full-time gig with Maxxis. “I’m thrilled to announce I have accepted a position with Maxxis as a sales representative in their specialty tire department! Being in the specialty department means I’ll continue working with powersports products which I’m very happy about. This is an opportunity I am extremely excited about and can’t wait to get started.” He had been hustling accessories at Mountain Motorsports for the better part of 4 years while getting his degree.

After 25 years with Tucker Powersports, most recently as Senior Director of Sales, Marketing & International Strategy, Tom Owens has some shocking news, literally. “I’m happy to share that I have just started a new position as Director of U.S. Operations at BITUBO S.R.L.!” Bitubo is a 3rd generation High Performance Suspension manufacturer based in Italy. Founded in 1963 the firm has decades of expertise at the highest levels of racing, including, World Superbike and MotoGP as well as a diverse range of products for the Street, V-Twin and Off-Road markets. “I am very excited to help a quality brand with such a strong history break into the U.S. market,” says an elated Owens.

Another Tucker alumnus Rick Dorfmeyer has a new gig. “After working as a contract Brand Ambassador for Race Winning Brands, I start today on a new adventure as Western Regional Sales Manager for High Lifter, the UTV division of Nivel Manufacturing & Parts. I truly enjoyed my relationship with the RWB team and am looking forward to more winning ways. Thank you Jason Potter and Nivel for this new and exciting opportunity.

“Today we made history,” exclaimed the communique from the Vespa Club of America. Every three years the Vespa World Club votes on a new board of directors and, “This year our own Josh Rogers was nominated to sit on the board.” More than 45 countries had representatives in the virtual meeting and Rodgers managed to swing 32 votes, more than enough to secure a spot on the board. “It is a huge honor to work with the Vespa World Club,” says the newest board member. Congratulations to Mauro Calestrini (new President) and the newly elected Board of Directors of the Vespa World Club: Bart Bergans, Rafael Culjak, Josh Rogers and Laurent Mailliet. For more insight into the Vespa Club of America, check out our conversation with Mr. Rogers about his neighborhood: h t t p s : // w w w.y o u t u b e . c o m / watch?v=cmYjwOtW3Ls&t=97s

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THE FAMILY BUSINESS

Having Fun With Fredericktown Yamaha Triumph

an Riley, General Manager of Fredericktown Yamaha Triumph was born into the family business. His earliest memories are going to the races with his Dad and “working” as the official shop greeter as a toddler. While his career path seemed pretty clear, becoming a movie star was something of a surprise! Little Giant: The PW50 Story has become a viral sensation on YouTube, resonating with millions of people whose lives were touched by the ubiquitous minibike.

With the supply chain issues and increased demand from the next generation of riders. PW50s have become the proverbial unicorn. “PW50s are probably worth more now than they were back in the day, according to the accidental star. “The challenge in that whole movie was finding parts to restore it. You would think getting parts would be easy for something so common, but in this current situation, trying to find a piston or replace some basic parts is the hardest part.”

“My parents opened up in 1975 in the small town of Frederick, Maryland. We’re about 45 minutes north of DC and about 40 minutes west of Baltimore,” says the second generation dealer. “It started as just Yamaha… a family business. And 47 years later, we’re still cranking along.” When Richard Riley mustered out of the Navy he followed his passion for motorcycles (see The Life Of Riley sidebar) and originally Ian’s brother worked in the store for a number of years before a career in music took him to Ireland.

Riley had to get resourceful. “Yeah, I have become pretty good at working eBay and the Internet and calling dealers to source product,” he admits. “We have to do that daily anyways for our service department. So the PW50 was just another process we are dealing with on a regular basis because of the whole COVID supply chain issue.”

“I came on onboard in September 2008 to help out the family business,” notes Ian. “We were just enjoying the life of the family motorcycle shop.” Well, he was enjoying the quiet life in the family business before the PW50 movie came out and he became a YouTube star. “I didn’t see that coming! It started out as a fun little project with a friend Brett Smith from We Went Fast. To see the production of the movie was just icing on the cake… being able to save a PW50 from the back of somebody’s barn was fun.”

Richard RIley and Ian Riley

SUPPLY CHAIN SNAFUS “We are a Yamaha, Triumph and SSR Dealership as well as carrying eBikes. Inventory is an issue for all lines. The timing of it doesn’t always work out,” shrugs Ian. “Japanese off-road motorcycles are almost nonexistent. “The ones we do have coming in are limited. and they’re sold before they get here.” This despite the fact that they ordered big when Ian and Richard realized the pandemic wasn’t going away. “We placed an order in June of 2021 for 30+ YZs… we got eight. YZ 450s were supposed to ship in August — I still have not seen one yet and people have already put deposits on them. After ordering motorcycles for 46 years, we thought we knew the timing and believed we were six months early with our orders… not so! I guess things are being redefined, and it sounds like we are going to be dealing with another 18 months of this.

Cindy Yarborough, Donnie Smith, Richard RIley and Ian Riley

Cory Texter picking up his YZ125 to do some motoX training to stay in shape to defend his AFT Production Twins Championship

“We’ve been lucky to be associated with really good people. Sammy Halbert spends so much time around here my kids call him “Uncle Sammy.” He stays out at my parents’ house when he is in town.” CTex is another member of the extended family. “We have been associated with Cory for a number of years and got some championships with him. My dad is a big dirt track enthusiast, and we have fun with it. Continued on page 22

“These are things we didn’t have to think about before but now we are. Thank goodness the general consumer is a little bit understanding of the situation because it’s affecting everything. But it doesn’t make it any easier when you have parents calling wanting to buy their kids dirtbikes, and you can’t get them.” This is the ripple effect that is going to have the longest lasting consequences. “You start the process early with a kid’s dirtbike and then we have a consumer for life. Once you become addicted to motorcycles at the age of six, you’re a motorcyclist.” There is no silver bullet for inventory issues, he admits. “We’re just trying to make the most of every opportunity. As with anything, it’s a learning experience, and we just kind of bob and weave to keep going.” THE MEASURE OF SUCCESS For Fredericktown, fun is the ultimate measure of success. The shop is still sponsoring dirt track racers because that is Richard’s passion, Ian is still putting kids on restored PW50s and the extended family of employees and lifelong customers are all still having fun!

JANUARY 2022

Continued from page 21

“There’s another dealership in town that does STACYC so we don’t want to step on any toes by stocking it. Growing up, my father said, ‘there’s always going to be enough business for everybody.’ We have to work together. It is interesting to see what the major manufacturers are coming out with as far as electric — KTM and the other Europeans definitely jumpstarted it and that product is phenomenal. EVs open up things we wouldn’t have considered before, for example complaints about noise are not a factor for E motorcycles.”

“If it’s not fun, it’s not worth doing. So we try to keep it fun. Sure, there are days when it is challenging, but we focus on the good times in racing. I grew up racing motocross my whole life. So 100 pounds and 25 years ago I was fast, but still enjoy the process. It is cool to see the generational continuation of enjoyment of racing. Knowing Cory and Shayna’s dad, Randy, and being associated with Cory I always joke that we need to stay on top of his 4-year-old son Cruise’s sponsor list. It’s fun… and it’s good to see people having fun on motorcycles.”

Sam Halbert working on the #69 bike preparing it to race at the Barabra Fritchie Classic in Frederick MD

I’m excited for the future! Being around the business for 47 years it’s easy to fall into the rhythm of how things always are and how they always would be. Trying to figure out where things will go and being open minded to it is a challenge, but it also keeps it fun! Opportunities always come about.” 1976 Transcontinental RD200 – Harry Carbaugh, Chuck Carbaugh, Richard Riley and BJ Breece

THE FUTURE The combination of inventory issues and the surge of EV alternatives has caused Riley to embrace eBikes. He even picked up a Yamaha eMTB for himself. “With our business being challenged for products, we looked into the bicycle route early.” They now stock Yamaha, Giant and Intense eBikes and Ian was checking out Torrot youth bikes and Electric Motion trials bikes at the AIMExpo.

5800 Urbana Pike Frederick, MD 21704 301-663-8333 www.fredericktownyamaha.com

photo one of them had posted online. The memories being shared were priceless and it made me realize this: anyone who has ever ridden or raced a dirt bike has a stash of photos and memories. This led to me digging up pictures from my childhood, sharing them with the world and asking others to do the same. Today, We Went Fast is a place where memories are both relived and created. At first, I wasn’t into the idea of making a movie about the PW50. I had just told that story and I was just coming off that high you get from crossing the finish line of a time consuming, yet very rewarding, project. Not long after I published the written and audio versions of Little Giant: The PW50 Story, RevZilla called to ask about adapting the article into a documentary.

Little Giant: The PW50 Story

rett Smith has been called one of the finest storytellers in the industry and his community was founded on a photo and some bench racing. Better to let the storyteller tell his own tale: In 2013, a group of washed-up District 14 motocross racers found themselves in an epic bench racing session over a

For the last 4 decades, the Yamaha PW50 has been a legend in the backyards of future motocross champions, Dakar winners and backwoods warriors alike. Follow along with journalist Brett Smith as he takes a trip down memory lane and shares the roots of his love of motorcycling with his daughter by rebuilding his original 1981 PW50 together and teaching her to ride it. Ricky Carmichael, Ryan Villopoto, Becca Sheets, Cory Texter, and Cooper Webb share how the fabled PW50 helped to shape their careers and the world of motorcycling. Chances are, you or someone you know were amongst the millions who had a PW50 spark their passion for two wheels.

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THE LIFE OF RILEY

he best description of this dealership comes straight from the owner Richard Riley. “There are two ways to describe Fredericktown Yamaha/ Triumph. First, we love motorcycles and second, we are a family.”

“We all know what it’s like to feel the excitement of riding and racing, to know the freedom of what “we” do, and to know that only those of us who ride really know what’s going on when we talk about the passion that is motorcycling,” adds Richard.

“When I say ‘we are a family,’ certainly I mean we are a family business, but it’s more than that. While we aren’t all related to each other and we don’t all share the same name; we do share a love for motorsports. That ties us all inextricably together.”

And it is that passion for motorcycling that brought the dealership to where it is today. It all started when Richard’s mother told him “So long as you live under this roof, you will never have a motorcycle,” or something to that effect.

Certainly, GM Ian Riley is literally as well as figuratively “family” — But technicians Don Hipple and Ryan Brandenburg, parts manager Jason Conlon, parts associate Steve Coleman and finance advisor Kim Ferris are considered family, too. This sense of family even extends to customers like two generations of Texters and “Uncle” Sammy Halbert, who stays at Richard’s house when he is in town.

So, what does Richard do? He joins the Navy, ends up in Spain, and buys his first motorcycle: a Bultaco. (Come in and ask him to flesh out the whole story for you.) Fast forward about 10 years later, Richard is out of the Navy and has opened the doors of Fredericktown Yamaha. “We have been in the same location now for over 40 years,” he says. “Although the corner of Grove Road and Route 355 has changed, our humble business has remained.” “Success can be measured in many ways… we have been able to keep it fun over the last 45 years, so we must be doing something right.”

The first 10 in the list are representative of the “traditional” powersports space while the last 3 represent UTV OEMs in the construction and farm equipment spaces. HarleyDavidson was not included in the list of target OEMs since their dealers are largely captive to its proprietary “Talon” DMS/BMS.

Dealernews Research By Don Musick

The goal of the survey was to establish which features of a DMS/BMS are considered the most important by dealers as well as the support and responsiveness of their service providers. The call center that conducted the survey made up to 3 attempts to reach the appropriate stakeholder at each dealership. From a universe of 2,051 dealerships, 787 (38.4%) were successfully contacted and of these 105 (13.3%) completed the survey and 17 (6.8%) partially completed it. The call duration for participants averaged from 10.5 minutes for completed surveys and 6.8 minutes for partial surveys. THE CONTENDERS First things first. Let’s get a handle on who the DMS/BMS players are in the powersports industry. While certainly not exhaustive, we identified 14 vendors that offered business management solutions for powersports dealers as shown in the next table. It’s worth noting that although HarleyDavidson was not in the OEM target list, Talon was included in the provider list since there were Harley-Davidson dealers that also carried 2 or more of the target OEMs.

WHAT YOU REALLY, REALLY WANT!

n the year prior to the emergence of COVID19, we conducted a phone survey of dealer business management systems (DMS/BMS) used in the powersports industry. The survey, which included input from Wells Fargo and under the auspices of the MIC, contacted over 2,000 dealers that had been identified as carrying at least 2 of a target list of 13 OEMs (table 1).

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

CDK Lightspeed NXT or EVO Dominion DX1 Nizex Lizzy MIC Systems Brainstorm or Commander Harley-Davidson Talon John Deere JDIS Constellation Soft IDS Astra or Ideal BM C-Systems Infinity HBS Systems Wallace Software Powersoft Equip-IQ DIS-Corp Keystone Next Step DMS BIT DMS Other

A total of 120 dealers identified their DMS/ BMS providers as shown in the next table. Pretty much a runaway for CDK’s “Lightspeed” solutions, accounting for nearly two thirds of the total responses! Consequently, DMS/BMS feature importance will largely reflect CDK’s products. To see if these providers might exhibit regionalized distributions, respondent locations were mapped by vendor as shown below.

As you can see, the survey shows that the distribution of each DMS/BMS provider was largely uniform with no apparent regional influences. However, keep in mind that this distribution represents only 120/787 (15.2%) of contacted dealers and regional variations might appear with larger sample sizes. AND THE SURVEY SAYS… A total of 16 DMS/BMS features addressing the most critical aspects of dealership operations were evaluated and ranked on a scale of 1 to 10 (least to most important). Weighted averages were calculated for each category and then ranked by decreasing importance. Response profiles, volumes and category averages are shown in the table below.

Continued on page 28

JANUARY 2022

Continued from page 27

See any surprises? Seems like the back-end rules! Another observation is that the more important a feature is considered, the tighter the spread of responses is. To see this effect, let’s take a look at the profile of feature rank #1 (Service Invoicing) vs. #7 (Automatic OEM/Aftermarket Price Updating).

Another surprise is the low ranking of remote access (#14) and support for mobile devices (#15)! In today’s connected world this observation is a bit old-school. However, apart from these core functionalities, the survey separately addressed website integration and CRM implementation. We’ll get to that later. YOU CAN’T ALWAYS GET WHAT YOU WANT! A parallel set of questions were included in the survey which asked participants to rate their DMS/BMS provider’s performance in each of the same categories (same 1 to 10 scale). The next table ranks vendor performance in each category by averages (highest to lowest), but the rank shown is the rank of dealer feature importance. Clearly, the ranked order of vendor performance features does not follow the same order of the survey respondents felt were most important. But, apart from juggling the feature sequence, we did an apples to apples comparison of dealer importance vs corresponding vendor performance as shown in the next figure.

Note that in nearly all feature categories, vendor performance lags behind dealer expectations! However, keep in mind that these vendor performance ratings likely reflect a combination of in-dealership feature performance, technical support issues and responsiveness to new feature requests or refinements.

Continued on page 30

2022 JAN

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STOCK UP ALL YEAR LONG WITH THE LEADER IN PRE-OWNED POWERSPORT AUCTIONS

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ALL TOGETHER NOW At the risk of throwing another graphic at you, all of the discussion above can be nicely visualized in the following set of “Box Plots”.

Each frame in the graphic compares dealer feature importance (DI-red) to vendor performance (VP-blue) by category. Each black dot represents the response of an individual dealer on the same 1-10 scale as previously discussed. The horizontal red and blue lines inside each box represent the median (not the average!) of the response category while the height of the box reflects the 25%-75% quartile range (Q1-Q3 spread). Outlier data falls above and below the vertical red/blue “whiskers” which are defined as 1.5 times the Q3-Q1 range (interquartile range). So what does all this mean visually? First, since the height of the box reflects the spread of responses, the tighter the spread, the more consistent is dealer opinion. Second, as you move from the most to least important category, the median response value decreases (as it should!) while the response range (box height) increases. This illustrates that there is more variability in dealer response as feature importance declines. Third (and last), for each feature comparison, the median response for vendor performance lags behind the median response for dealer importance. The only exception to these trends comes from the least important category #16, “Rental Vehicle Support” which likely reflects Harley-Davidson dealers responding to the survey. SO TELL US WHAT YOU WANT! In addition to ranking the 16 DMS/BMS features above, participants were also asked to comment on any additional features that they would like to see or enhancements to existing features.

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

JANUARY 2022

finally settles, we may look back on these “pandemic years” like we do the Industrial Revolution – as a time of revolutionary change. For now, though, it is enough to focus on the present and understand how the changes of the past two years have affected consumers. How is the consumer passing through your door today different from the one you knew pre-pandemic?

Dealernews Research By Dr. Paul Leinberger

POST-PANDEMIC REVOLUTION

How Consumers Are Thinking, Feeling & Acting – Circa 2022

elcome to 2022! From a consumer perspective, 2021 was a year to gladly put in the rearview mirror. The year started hopeful enough, with the expectation that the pandemic was waning and by mid-year, life would return to normal. But then the Delta variant developed and, to make matters worse, an even more contagious variant, Omicron, swept through the Iand. Consumers ended the year anxious and worried about the year ahead. The predominant feeling of consumers as we begin 2022 is stress. We are all on edge. According to a recent poll for USA Today conducted by Suffolk University, an overwhelming majority of Americans believe the U.S. is living through a major mental health crisis. “Nearly two years into the COVID-19 pandemic, which brought a rise in depression, anxiety, stress, addiction and other challenges, almost nine in ten Americans believe there’s a ‘mental health crisis’ in the nation,” according to USA Today. It gets worse. Another poll from market research company OnePoll found that 50% of Americans believe 2021 was the “worst year of their life, so far.” The prolonged crisis of the past two years has changed consumers. It has changed how we think, feel, and act. We are beginning to realize that our lives are being transformed in ways we can’t even begin to predict. It will take many years, perhaps even a generation, before we fully understand the impact of the changes we are living through. When the dust

1. A New Sense of Self Two years of forced isolation has given Americans time to think and ask themselves the tough questions, like: What am I doing with my life? Why have I made the choices I have made? What would make me happy? (Is it any wonder, then, that we find ourselves in the midst of “The Great Resignation”? According to a Microsoft study done in late 2021, a stunning 41% of the global workforce was considering leaving their employer). The pandemic has given consumers a newfound sense of self. They have a greater appreciation of friends and family, a desire for deeper and richer relationships, an openness to new possibilities, a greater sense of personal strength, and, most importantly, a more profound appreciation of life. What does this mean for you? Consumers’ new-found confidence in who they are and what they want will translate into consumers not willing to compromise on the kinds of products they buy or less-than-stellar customer service. They are going to do business exclusively with retailers who understand their personal needs and provide the level of service they believe they deserve. 2. A Desire To Be Cared For and Cared About The pandemic has taken an emotional toll on many and heightened consumers’ awareness of the importance of care and compassion. Caring is an act of kindness and a concern for others. It is at the heart of building deeper relationships and stronger interpersonal bonds. These qualities have always been important. Indeed, they define what it means to be human. However, in this post-pandemic world, care, compassion and trust are more important than ever before. When customers come through your door, recognize that they may be feeling frustrated and anxious. Listen harder than you might normally do and ask more questions before suggesting solutions. If you hear an exasperated tone in their voice, don’t take it personally. Be patient and considerate. Show them you care. 3. A Need For More Information And Greater Transparency Seems hard to believe: Google was founded almost 24 years ago (September 4, 1998). Google changed the way we ask questions and what we expect from the answers. Asking questions and having them answered almost instantaneously has become part of our everyday lives. We don’t think twice about it. It is an expectation now. This creates a new environment for brands – and for you as a dealer. In the recent past, most questions about products and services were functional – what does the product do, what makes it better (than the competition), does it have a warranty, and what does it cost. Relatively recently, the questions began to get a bit more complicated: Where is the product made, who made the product, what do I do if I am not satisfied, what if I find out you misrepresented it, and what payment options do I have. Now, given consumers’ newfound confidence and independence, the questions are becoming even more complex. For example, today’s consumers are values-driven. That is, they want to feel good about what they are buying and

that means having their emotional and moral concerns met. Is the product sustainably produced, how will it be recycled, are the employees who made the product treated fairly and paid fair market wages? These issues are so important that Edelman, a market research company that specializes in consumer trust measurement, reports that sustainably sourced and sustainably marketed products and services now (2021) outperform their conventional counterparts across 36 categories, including consumer packaged goods. You can gain competitive advantage if you are able to answer such questions and demonstrate that you strive for full transparency in everything you do.

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

Dealernews Research By Lenny Sims

BY THE BOOK

J.D. Power Valuation Guide Powersports Market Industry Overview

t should go without saying that 2021 was a banner year for pricing in all segments of the powersports market. A shift to “staycations” combined with the shortage of new and used inventory pushed pricing to historically high levels. Dealers have resorted to paying retail at auctions and scouring the local PennySaver to find inventory. In the motorcycle segment, values for the most recent 10 model years of cruisers averaged 15.2% higher in calendar-year 2021 than 2020, and 17.7% higher than 2019. Sportbikes brought 18.2% more money in 2021 than 2020, and 23.9% more than 2019.

In the side-by-side category, values for the utility segment averaged 25.2% higher year-over-year, and 36.6% higher than 2019. The sport segment averaged 25.2% higher year-over-year and 33.4% higher than 2019. All signals are “go” for a strong start to the spring selling season, with COVID still impacting travel plans and new vehicle shortages here to stay for a bit longer. While some new units are managing to trickle through, it is still a drop in the bucket when it comes to meeting demand for several key market niches. Our advice? Keep the feelers out for any used inventory, and don’t be afraid to set pricing to reflect a hot market.

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

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

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

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

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Seasonality Returning As we close the book on another eventful year, seasonal pricing trends in 2021 exhibited more normal behavior. While AWP remains up 20-25% versus 2020 in most major categories, it’s good to see the market trend back towards more typical behavior. With spring around the corner, dealers will begin to source and stock inventory in anticipation of another strong selling season. Riders will be looking to get out and ride with December now in the rear-view mirror; expect consumer interest and pricing to climb into the first half of 2022.

20%

METRIC CRUISER

On-Road Model Age Declined In all On-Road categories model age has decreased approximately a full year over the last 60 days. This makes sense as the newer models have been arriving later in the year and consumers trade-in and trade-up. Sport Bikes are also taking up a bigger percentage of overall product mix as the year ended.

25%

DOMESTIC CRUISER

Solid Pricing Through Winter As we close out 2021, December Average Wholesale Pricing (AWP) varied 2-3% in most major categories from the prior 3-month average. In the On-Road segment, Metric Cruisers bumped upward ~2% while other categories showed decreases of 2-3%, indicative of normal seasonality. Off-Road segments showed more variance in category level pricing with ATV AWP decreasing by 6% and Side-by-Side’s staying relatively flat. Compared to last December, AWP remains up over 10% for all major categories except Cruisers, which came within 3% of prior year levels.

DOMESTIC CRUISER

DECEMBER AWP IN REVIEW

Holy Moly and Wahoo!

SHOWTIME

GO TIME!

AIMExpo Returns To Las Vegas Page 40

DEALERS UNITE NPDA Debut Page 41

EV SYMPOSIUM SHOCKERS Dealers Are Charged Up Page 68

SHOW STOPPERS

GEAR That Got Attention In The Aisles Page 90

BANNER YEAR It was impossible to miss SSR Motorsports at AIMExpo — their giant banner and massive pavilion dominated the entrance to the trade show. But the big news is that they have become the official importer for one of the world’s largest OEMs. As announced on the show floor, SSR Motorsports and Qianjiang Motorcycle (QJ) have entered into an exclusive agreement to distribute QJmotor Motorcycles and Scooters in the United States. “Although QJ has long produced products for many other brands, they are going to market with their own QJMotor line for the first time,” explains SSR GM Jeff Li. “The initial launch will happen in the 4th quarter of 2022 with a full line-up of 6 motorcycles and 2 scooters.” The motorcycles range from 300cc to 749cc.

GO TIME!

AIMExpo Returns To Las Vegas

ommunity was the key word as we were finally able to get back together again after two and a half years,” says Cinnamon Kernes, the Motorcycle Industry Council’s VP of market expansion. “What an amazing three days we just had at AIMExpo in Las Vegas. Powersports dealers, aftermarket exhibitors, OEMs and media were finally able to reunite… and we did it in an epic fashion!”

“

Qianjiang Motorcycle Company (QJ) was founded in 1985 and merged with the automotive group Geely in 2016. QJ specializes in R&D and manufacturing — to the tune of more than 1.5 million motorcycles and scooters annually. It owns and manufactures several global brands, including Benelli Motorcycles and now QJmotor. Since 2002, SSR Motorsports has been marketing and distributing a wide range of pitbikes, dirtbikes, UTVs, scooters, e-bikes and street motorcycles, including the Benelli brand through its nationwide network of 380 dealerships. “Our goal has always been to provide quality products at an affordable price with great customer service,” concludes Li. “SSR Motorsport is excited to continue to expand our product offering to include the QJmotor brand… this is going to be big!”

In addition to returning to Las Vegas, albeit in a new venue, AIMExpo shifted to a trade-only format, with an emphasis on dealer education. From the opening session where Mark Rodgers moderated the 20 Group moderators, to Ricky Carmichael’s Mind Of A Champion keynote and two separate panels on the electrification of the powersports industry, the pivot seemed to be well received. “Our speakers, the topics and the fact that the presentations were made right on the show floor resulted in the best attended dealer education program AIMExpo has ever had,” claims Kernes. “More importantly, the dealers were actively engaged… we even had our first heckler during one of the EV sessions!” “I would much rather have this conversation be about how are we adding to those ICE customers… or bringing in new customers to powersports by giving them easier entry points into the industry with a twist-and-go or less intimidating experience and building a bigger broader church,” noted EV panel host and Tucker Powersports CEO Marc McAllister. (Learn more about the electrification of powersports on page 70). If you couldn’t make it to AIMExpo this year, Cinnamon says you can still catch up on what happened by checking out the Daily show updates: http://aimexpousa.com

EDUCATION “For AIMExpo attendees, this may be the most important 90 minutes of your year,” proclaimed Dealernews’ own Mark Rodgers. Joining Rodgers – during what was also the first in-person MIC Symposium since 2019 – were Tony Gonzalez of Garage Composites; Pat Kennedy from the Spader business consulting group; and Gart Sutton, industry consultant and fourth-generation retailer. “Don’t operate out of fear, but operate out of knowledge,” Gonzalez said. “This market will reflex back into something that we are more familiar with. It may go down, it may continue up. Really have your nose to the grindstone and watch your numbers and see what’s going on with your traffic logs, what’s going on with your profitability.”

This year’s “disruptive thinking” approach to dealer education was a collaborative effort by the Motorcycle Industry Council, the presenters, the fledgling National Powersports Dealer Association and Tucker Powersports, in particular. Since the venue was Las Vegas, Tucker went all-in on the education front! CEO Marc McAllister hosted the popular EV panel but was even more invested in the Tucker University relaunch that coincided with AIMExpo.

Continued on page 42

UNITE – To unify the efforts of the nation’s powersport vehicle dealers, of all brands and products, into a common, powerful voice. REPRESENT – To work together to represent, advocate for and protect the interests of powersports dealers with government, manufacturers and others. EDUCATE – To educate powersports dealers and their staff on how to achieve retail excellence, sustainable profitability, a professional environment, happy and well-trained employees, and satisfied customers.

DEALERS UNITE NPDA Debut At AIMExpo

he stated goal of the 2022 AIMExpo was to connect, engage and unite the industry. Coincidently that aligns closely with the PURE (Promote, Unite, Represent, Educate) efforts of the newly formed National Powersports Dealer Association. The trade show provided the perfect platform for the group to present the concept to their fellow dealers, and announce some strategic partnerships. Vice chair and founding board member Bob Kee notes the acronym works for the aims and objectives NPDA presented at AIMExpo: PROMOTE – To work together to promote to consumers and media the powersports industry and the amazing lifestyle that vehicle ownership and dealers provide.

In addition to signing up dealer members, it was unveiled that Arrowhead Engineered Products, the parent company to All Balls, Vertex, Hot Cams, Pivot Works and most recently Western Power Sports, had stepped up as a strategic partner. “A healthy industry requires a healthy dealer channel with a common voice,” says Chera Gibb, VP of Marketing for Arrowhead Engineered Products. “It is our intention to continue providing the network with outstanding product, service, and delivery supporting NPDA’s vision to exceed the expectations of a growing powersports customer base plus growing the retail excellence of the industry’s dealers.” “Arrowhead Engineered Products is showing its dedication to dealers and the industry by joining both the Motorcycle Industry Council and now the National Powersports Dealer Association,” adds NPDA Chair Bob Althoff. “Partnering with NPDA is a true commitment to the longterm excellence and success of powersports dealers, and dealers are the best way for consumers to explore, engage and purchase powersports products and services.” If you missed seeing the Bimota in the NPDA booth and want to learn more about the association, click here: www.npda.org

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Continued from page 40

“We invested in Tucker University in the past, and it was a great product,” he says. “However, we have reinvested in the platform to make it more accessible for dealers to use… and also to make it easier for our suppliers to upload their content. We can now provide more fresh content and up to date training portfolio for all of our dealers. “Tucker University is current not only on our own products, but current on all the products that we distribute,” McAllister adds. “Because, again, our philosophy at Tucker is that the dealers are critical to the future of our sport. They are the gathering place… they are the clubhouse for industry. They are the enthusiasts that bring customers in. We need to make sure that our dealers are on top of their game every day, so that when customers come in and rely on them for information, they’ve got the best information available to them all the time.”

TUCKER TOUR DE FORCE In addition to the expanded Tucker University program, the distributor created a little Texas Hold ‘Em-style effort to keep dealers and the media focused on them in Las Vegas. “We featured major product announcements from five of our own brands along with announcing hundreds of new products from Tucker suppliers,” said Tucker’s Senior Director of Marketing & Owned Brands Andrea Weeke. “Our teams from Answer Racing, ProTaper, DragonFire Racing, FirstGear and Kuryakyn made some monumental additions to their product offering,” she added. Plus there were some surprises for Tucker’s expanding ePower lineup, including the announcement the team in Texas is taking on UBCO 2WD electric motorcycles from New Zealand. However, all work and no play is not the powersports way, so they also hosted show attendees at the Powersports Industry Party powered by Tucker on the opening night of the show.

THE MIND OF A CHAMPION The Greatest Of All Time, Ricky Carmichael gave his unique perspective on the mind of a champion and shared some personal asides from his storied career during the keynote address and the meet & greet held on the show floor after hours. It doesn’t matter if you are on the starting line for a Supercross race or a dealer opening the front door: “Give it 100%,” said the GOAT. “Be honest with yourself and never give up.” “Do things right or not at all. Have realistic expectations. Respect your competitors and treat everyone around you the same.” The bottom line: Have no regrets after putting in a 100% effort – there are no do-overs!”

SHOW STOPPER Without the fanfare of the GOAT or the heckling of the EV dealers, the crew at NPA announced a pretty big deal during the show… and they also celebrated a couple of their own being included in the Women In Powersports Class of 2022. Dealers at AIMExpo were the very first to see the all-new ValueGuide Pro — the next evolution of the industry’s most powerful pricing tool. With pre-owned inventory at record highs, and no end in sight, knowing what a trade-in is worth is critically important. “ValueGuide Pro is the first-ever AI-driven valuation tool to project estimated values for a powersport vehicle, in real-time, based on your inputs,” explains NPA CEO Jim Woodruff. “The machine learning model recognizes vehicle pricing patterns and considers seasonality, depreciation, region, mileage and condition to provide the most accurate wholesale valuation for that vehicle. “NPA’s Value Guide continues to be the gold standard for dealers across the nation. With this newest iteration, dealers will get more complete and accurate values on their powersport vehicles.”

42 Continued on page 40

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HIGH ROLLERS HIT LAS VEGAS With the world’s largest vintage motorcycle auction rolling into Las Vegas right after AIMExpo wrapped up it made sense for the folks from Mecum to tease dealers in the National Powersports Dealer Association and Iron Lilly Project booths for their event. The bitchen Bimota and vintage Harley were just the tip of the iceberg for the 1,750 classic motorcycles running through the lanes on Jan. 25-29. Since 1992, the global vintage and antique motorcycle community has associated Las Vegas in January with one thing: Mecum’s Motorcycle Auction, but this year was a real blockbuster! The headline act was the Harley-Davidson Heritage Collection — 95 bikes from every year of the Milwaukee motorcycle company’s history from 1910 to 1969. Among the collection’s featured lots are a 1910 Harley-Davidson Belt Drive Single, a rare 1942 Harley-Davidson XA Military Opposed Twin Shaft Drive and a 1924 Harley-Davidson JDCA. Approximately 20 high-quality private collections were offered this year, including assemblages from Dr. J. Craig Venter, Tim and Linda LaQuay, Bob and Dolva Mitchell, with highlights ranging from an 8,400-mile 1968 Triumph T100R Daytona from The Hamilton Triumph Motorcycle Collection to an award-winning 1938 Brough Superior SS100. For more info on Mecum’s 2022 auctions, click Mecum.com

WE’LL BE BACK! It’s a date! According to the banner hanging over the exit proclaimed, the show will go on. The Motorcycle Industry Council says AIMExpo will be back in Las Vegas in the traditional Dealernews Dealer Expo timeframe of the February President’s Day holiday. “Dealers from all 50 states, Guam, Puerto Rico and 39 countries had the opportunity to see products from some of the best brands in the industry,” concludes Kernes. “The countdown begins to AIMExpo 2023. We’ll be right here, back in Las Vegas, February 15th through 17th. We cannot wait to see you again.”

“Through the years, one thing has separated successful people from the rest of the pack – mindset,” Carmichael said. “A champion mindset is what drives individuals and teams to reach new heights and do what has never been done before.” His track record speaks for itself. The five-time AMA Supercross champ and 10-time AMA Motocross title holder, Carmichael earned factory rides with Kawasaki, Honda and Suzuki during his storied career. Most recently RC has teamed with Triumph for bike testing in preparation for the manufacturer’s forthcoming off-road racing program.

INSIDE THE MIND OF A CHAMPION Ricky Carmichael Keynote

etween his weekly Supercross TV gigs, Ricky Carmichael stopped into Las Vegas on his way to San Diego to impart some hard-earned wisdom. Already known as the G.O.A.T. (Greatest Of All Time) to his fans, Carmichael won over some skeptics in the industry when he served as the keynote speaker on the second evening of AIMExpo. As soon as show hours wrapped up on Thursday, he took the stage and then engaged the crowd on the show floor afterward.

He told the crowd of his epic battles with other racing greats – Jeremy McGrath, James Stewart and Chad Reed – as well as what he believes it takes to be the best. “To push past what was previously seen as a success and achieve a new level of greatness requires maximum effort,” he claims. It doesn’t matter if you are on the starting line for a Supercross race or a dealer opening the front door: “Give it 100%,” he explained “Be honest with yourself and never give up.” “Do things right or not at all. Have realistic expectations. Respect your competitors and treat everyone around you the same.” The bottom line: “Have no regrets after putting in a 100% effort – there are no do-overs!” And that is what goes on in the mind of a champion!

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THE TOP 100

onoring the women in powersports is long overdue! Starting with amazing women like the legendary Lilly Farrow, The VanBuren sisters, Bessie Stringfield, Pearl Hoel and continuing through to the late Nancy Davidson, there is no question the motorcycling world is a better place because of them. However the women driving this industry through the pandemic and into the future are something truly special.

The Dealernews Top 100 was the industry’s largest, longest running and most prestigious store design and marketing awards program in the industry. For 25 years we recognized dealership excellence… and will again at some point. However, as the magazine returns to its former level of leadership, the Top 100 at this year’s AIMExpo is expanding to recognize the Dealernews TOP 100 Women In Powersports. People make this industry advance, progress, evolve, stretch and succeed. Companies, corporations, boards, products, statistics, sales, marketing and investment capital can all grease the skids for success, but it is the stand-out individuals that are the true pillars of our industry. Now is the time to recognize the women who make powersports the greatest industry in the world. True leadership has nothing to do with hierarchy or position; it has nothing to do with imposing views, instead leadership is the attitude assumed by those looking for something different, who are committed to achieving a goal and whose conviction they manage to transmit to others through enthusiasm and optimism to reach a common goal. People make this industry advance, progress, evolve, stretch and succeed. Note, there are no numerical rankings, purely alphabetical order as we have always done since that first Top 100 Dealers appeared in 1992. Of course, there wasn’t room for everyone, but there was serious consideration to making sure those on the final listing were the leaders, disruptors, change agents, entrepreneurs, influencers, craftswomen and teachers who made a real difference in how the industry has evolved and moved forward over the past five decades. Because there are already Halls of Fame for racers, trailblazers and legends, the Dealernews Top 100 Women In Powersports focused on women in the “business” of powersports, the influencers shaping the perception of motorcycling and the drivers of the powersports industry, highlighting what they have contributed to make the entire pie bigger and more wholesome for all of us.

TOP 100 WOMEN Nicole Allen Lori Armistead Cam Arnold Krys Brown Joy Burgess #POWERWOMEN Nichole Cheza-Mees Lynda Clarke Lahman Alisa Clickenger Leticia Cline Kim Coleman Harrison Daniela Colton Carrie Coombs Rita Coombs Karen Davidson Liz DiGennaro Joanne Donn Deb Drinan Jen Dunstan Jen Emde-Rose Senator Joni Ernst Beth Ernst Debbie Evans Mandie Fonteyn-Albert Britney Gallegos Chera Gibb

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Audrey Menarik Whitney Meza Kirsten Midura Shelina Moreda Lynn Nathan Christa Neuhauser Laurette Nicoll Edel O’Sullivan Britney Olsen Jill Parham Melissa Paris Pink Breeann Poland Brandy Richards Deanne Roach Angelle Sampey Summer Sands Hoover Lindsey Scheltema Sarah Schilke Genevieve Schmitt Gin Shear Erin Sills Sue Slate Cris Sommer-Simmons Kathy Sommervold

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YOUR INDUSTRY’S TRADESHOW IS BACK!

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“We need to keep the dream of motorcycling alive for those who have the spark because that can easily be extinguished in this world where there are so many distractions vying for a young person’s attention. For example, there could be another sport pulling their attention away. They might easily substitute motorcycling with, say, scuba diving this year. Let’s help them keep motorcycling at the forefront of their mind.” Facilitation is another aspect of mentorship. “Even if you don’t have the funds to jump start someone’s motorcycling journey, we may be in a position to give that interested person time off or to fill in for them so they can take the class,” she adds. There are other aspects to mentorship as well. Encouragement is paramount, and that might mean seeking out someone who works in your dealership who doesn’t have their license yet, someone you know socially who is adventurous and likes to try new things, or someone in your community who expresses interest in taking up motorcycling. “Encouragement is key to keeping the motorcycle dream hot in their hearts,” claims Genevieve.

By Alisa Clickenger

PAYING IT FORWARD! Genevieve Schmitt’s Motorcycle Mentorship Challenge

t AIMExpo, Dealernews identifies and celebrates the Top 100 Women in Powersports. One of the honorees is Genevieve Schmitt, who has been a leading expert in the women and motorcycling space for three decades. Perhaps best known as the founder of WomenRidersNow.com, Genevieve has many historical firsts in her distinguished career, and she is also a two-time Motorcycle Hall Of Famer. You can read her list of accomplishments, that are longer than my column itself, at GenevieveSchmitt.com However she is not one to rest on her laurels. Genevieve was talking to her friend Chloe Nostrant about motorcycling, and Chloe mentioned she would “like to do that someday.” Genevieve decided to take inspired action and make that someday happen sooner... like right now! So on Chloe’s 25th birthday two years ago, she gifted Chloe a handwritten coupon offering to pay for Chloe’s introductory safety course. A year later and through a twist of fate, Chloe ended up winning a Harley-Davidson Riding Academy scholarship. Genevieve then decided to contribute to the purchase of a used first bike for Chloe. There are three main barriers to getting young people riding. Money (because younger adults are early in their careers and likely not earning a large paycheck); time (they’re too busy working to get entrenched in a new sport), and fear/lack of confidence or not knowing exactly how to get started. With Genevieve removing the financial barrier by contributing funds towards a used small cc training bike, Chloe was able to get into the sport sooner than later and get hooked. Thus, Genevieve’s Motorcycle Mentorship Challenge was born, a fun initiative that Genevieve is in the early stages of developing to encourage other seasoned riders to pay it forward. “What I want to do is inspire both men and women to identify a young person who expresses interest in motorcycling and facilitate that process,” she explains.

Don’t underestimate the multiplier effect, either. Now Chloe’s mother is scheduled to take the motorcycle safety course and at least two of Chloe’s friends have expressed interest in jumping on board after seeing her riding photos on social media. More new riders means more sales — from motorcycles to gear and accessories — all of which keeps our industry rolling. Be aware though that the process from “someday” to “today” can take several years. Genevieve encourages mentors to stay invested and find creative ways to keep that hope alive in their mentee. Genevieve’s process with Chloe took two years before Chloe embarked on her first road trip, felt confident, and was making PG&A purchases. And it will be another year before Chloe’s mother and possibly her girlfriends are license-carrying motorcyclists. As a budding entrepreneur in her mid-twenties, it may be several years before Chloe has her own funds to purchase a brand-new bike. The point is for a mentor to find creative ways to stoke the fire over time. “I feel that riders have a responsibility to give back to the industry that has been so good to them,” Genevieve concludes. “Nobody is ever not wearing a smile on their motorcycle. Take that smile and pay it forward to someone else.”

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had helped him build the business, and it was part of her life. She knew as much as he did. So the factory just sort of looked the other way and it became her dealership.” During the Depression, Farrow’s customers did not have money to purchase motorcycles and by the early 40’s, most young men were drafted to fight in the war. Harley-Davidson Motor Co. shifted its production to military motorcycles and dealers couldn’t buy any. However, service contracts with the Columbus Police Department, funeral escort services and other businesses using motorcycles for deliveries created steady parts and repair orders that kept the dealership going. Lilly Farrow was a true pioneer, not simply as a Harley-Davidson Dealer or as a woman – but as an avid rider and supporter of the motorcycle community. She ran the business as a family endeavor. Throughout, she maintained a focus on the rider and recognized that the dealership’s commitment to the community went far beyond the sale itself. She organized riding clubs, races, and countless other events – all impacting riders far beyond the walls of her shop. She truly helped lay the foundation for the lifestyle we all live and love today as riders.

LIVE LIKE LILLY By Doug Kamerer

illy Farrow paved the way for women everywhere to be whatever they wanted to be: a mom, a business owner, a Harley rider. She was a powerhouse in her time – a brave parent and businesswoman who loved fiercely and placed a huge emphasis on charity. She set the stage for riders today to be brave enough and be who they truly are – regardless of whether that fits into the mainstream public’s definition of who they “should be.” Lilly, along with her husband, Alfred D. Farrow, (the namesake behind A.D. Farrow’s Harley-Davidson), were among the pioneers who helped establish the Harley-Davidson Motor Company. At the age of 23, A.D. opened his Harley-Davidson dealership in Nelsonville, Ohio that he and Lilly operated together until 1924 when they expanded and took over their first Columbus, Ohio Harley dealership as well. When A.D. passed away unexpectedly in 1927, Lilly (then 35) took over running the dealership at a time when Harley didn’t have female dealers. But as a widow with four children, Lilly just did what needed to be done and went on to deliver the dealership and the A.D. Farrow brand through two World Wars, the first pandemic and the Great Depression. Lilly’s daughter Jane admitted that, “the factory in Milwaukee was reluctant to let my mother run the business by herself. After all, it was the 20’s. A few women were involved in their husbands’ dealerships, but it was pretty unheard of for a woman to actually run her own shop. It just wasn’t done. But my mother had worked alongside my father for the past three years. She

LILLY FARROW INSPIRES 130 YEARS LATER By Bob Althoff

IMExpo was terrific. It was wonderful to experience a trade show again after two years of “no go”.

But it was missing something: There was no consumer attendance. And since it is the customer who writes all our paychecks, that is a big miss. Case in point: A customer happened upon the story of Lilly Farrow at the last AIMExpo in Columbus. Two years later, he had assembled a talented team of screenwriters, film producers, publicists, lawyers… and the rest, they say, is history. Imagine, he has said, if the story of a young, widowed mom of four who owned a motorcycle dealership could overcome all the pandemics, wars and depressions life threw at her and thrived. Now, 130 years after her birth, she continues to inspire for a simple reason. She loved motorcycles but especially the people who rode them. She figured it out in the infancy of our industry — it is all about inclusivity and community! Stay tuned: IRON LILLY is just getting started!

The Iron Lilly Project

he idea for the Iron Lilly Project sparked at a powersports convention in Columbus, Ohio in 2018. It was there that Bob Althoff, owner of Farrow Harley-Davidson crossed paths with Michael Johnson, of Corpus Christi, Texas. It was there that he learned about a phenomenal woman who founded and owned the oldest Harley-Davidson dealership in the world, A.D. Farrow, later renamed Farrow Harley-Davidson. Johnson, a motorcycle enthusiast himself, immediately had the vision to bring this story to the big screen and assembled a team to do it. “I couldn’t get my mind off of Lilly Farrow. Her story is special to me, and I know it will be to a lot of people. I’m excited to help tellher story, and make it known far and wide.’ “I sat at Lilly’s desk for several decades. I lived her life. She did it all as a young and widowed single mom.” Althoff admiringly expressed. Lilly ran her business with pride and grit while the world repeatedly attempted to take it away from her. “Confluence is honored to be a part of the Iron Lilly Project in so many ways,” Tack Robinson stated. “It will explore the massive impact of her story. She absolutely loved motorcycles and the people who rode them. She has inspired me personally, and the world needs to learn more about her.”

Farrow’s life was one of determination to persevere through life’s challenges, and a spiritof community and inclusion. The powerful story of Lilly Farrow, properly told in a mass market way, has the potential to break stereotypes and invite people of all backgrounds to live fuller lives. Althoff concludes, “If we tell it right, it will reach people who have never even dreamed of riding a motorcycle. About The Confluence Group We are businessmen, marketers, content creators and artists with a passion for the outdoors. Visit the Iron Lilly Project social media page: @theironlillyproject About City of Peace Films and City of Peace Media The primary focus of City of Peace Films and City of Peace Media is to provide a framework where music and inspirational films with “redeeming value” can be developed, produced and distributed worldwide, bringing a message of hope, love and encouragement to this generation.

JANUARY 2022

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THE ELECTRIFICATION OF POWERSPORTS

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“Nash Powersports perfectly represents the kind of dealerships we are looking to work with to bring our products to market,” concludes Melissa Coffey, Volcon’s Director of International Sales and Development. “We are very excited to see our products in their showrooms across the West. We believe Nash can be a volume driver for us and we are all very happy to have them on board.”

THE WILD WEST

Nash Powersports First Volcon Dealer West Of The Pecos “We’re very excited to be the first West Coast dealer of Volcon’s products,” exclaims Bill Nash, owner of the eponymous Nash Powersports. “There’s a lot of desire for electric in the off-road world these days and Volcon is on the cutting edge of that movement. Our five dealerships service some of the biggest off-road markets in the United States and we can’t wait to see the Grunt and future side-by-sides out in the sands of the Southwest and up in the dense terrain of the Northwest next year and beyond.” Billed as the “first all-electric, off-road powersports company” Volcon announced its agreement with Nash on December 13, at the same time Harley was charging onto Wall Street with LiveWire. Volcon had announced an aggressive six-week goal of closing 25 dealers by the end of 2021 — however they have already added 32 influential dealers to its roster to bring its lineup to market in the US in 2022. New Dealers Added: Nash Powersports - Mesa, Arizona Nash Powersports - Phoenix, Arizona Nash Powersports - Scottsdale, Arizona Wild Horse Harley-Davidson Kawasaki (Bend, OR) Nash Powersports (South Auburn, WA)

SPEAKING OF VOLCON…

In addition to being listed on the stock exchange, upstart EV OEM Volcon Inc. (NASDAQ: VLCN), has signed its 36th dealer and retained two industry veterans to manage the growing roster of dealerships across the United States (see ePersonnel Files). “With close to 350 dealership applications now in the queue we are thrilled about our potential to grow the Volcon brand in a big way in 2022,” claims Melissa Coffey, Director of International Sales & Business Development. For those who own an existing powersports dealership and want to carry Volcon vehicles in 2022 and beyond, click for a dealer application here: https://www.volcon.com/volcon-dealer-application

TUCKER EXPANDS ePORTFOLIO

STACYC SX SUPERSTARS

STACYC has teamed with Monster Energy AMA Supercross as the Official Electric Balance Bike of SX again this year. “We will be sponsoring the STACYC Live segment, where Little Rippers from all over will be submitting videos in hopes of having their video aired live and on the big screen,” notes STACYC VP of Marketing Matt Schumann. Dreams come true for some lucky kids to see themselves on the same Jumbotron as their supercross heroes! Each round of Supercross will feature a different weekly submission. After all the submissions have been collected, STACYC will select two Grand Prize Winners who will win airfare and accommodations to the Salt Lake City Finale, Round 17 on May 7th, 2022. They will get a coveted spot on the starting line for a chance at being the 2022 STACYC Holeshot Challenge Winner! “Our program with STACYC has been a fantastic platform to engage with our young fans at an early age,” adds Dave Prater, Senior Director of Operations – Two Wheel, Feld Motor Sports. “We look forward to partnering with STACYC again during the 2022 season.” “This year, we will be showcasing fan submissions of Little Ripper’s on-air, weekly during the ‘STACYC Live’ portion of Supercross,” says Schumann. “Out of those submissions, the STACYC Team will pick two lucky kiddos to race in the Holeshot Challenge in Salt Lake City. Sharing the love of riding with participants and fans at Supercross each year is something our whole team always looks forward to!”

Tucker Powersports charged into AIMExpo with an expanded portfolio of ePower products. In addition to the Fantic e-bicycles, Evolve electric skateboards and Dalton e-scooters, the big news was the addition of UBCO. Originating in New Zealand, UBCO’s line of utility e-bikes feature two-wheel drive and builtin components which make the bikes suitable for everything from work, to hunting and outdoors, to commuting and family travel. All UBCO bikes have embedded tech that allows overthe-air updates to the bike via a smartphone app. “Electric products are a part of our future and they deserve a place alongside a dealership’s current product offering,” explains Jamie Kempinski, Tucker’s Director of Business Development. “Our growing lineup of ePower products, our online training tools and our knowledgeable field sales team make us a great partner for dealers preparing for an electric future.” The Texas-based distributor also added three additional e-bike models from Italian-maker Fantic to its existing lineup of Fantic bikes. The new additions include mountain bikes, a commuter e-bike as well as the revolutionary Issimo, a step-through e-bike that has won design awards across Europe. The Issimo features 20” fat tires, mid-motor and front suspension. Tucker’s e-skateboard lineup now has seven new premium boards from Evolve, including their Carbon GTR, Bamboo GTR and Stoke series. Each series features a dramatic look and both GTR series include both off-road, and street models. Tucker recognizes that a dealer’s addition of e-bikes and scooters to their business doesn’t come without questions, training and operational changes, so the company has also launched a training series specifically designed to help dealers add ePower items to their business operations. The education program will assist employees in understanding the products and working with customers that may be new to the dealership and to ePower products. The training is part of a redesigned Tucker University, an online portal that is available to all Tucker dealers on field staff.

JANUARY 2022

CURRENTS+

ePERSONNEL FILES

Rad! After 23 years with Polaris, Stacey Stewart is now at Rad Power Bikes. “I’m very excited to announce that I’ve accepted a position with Rad Power Bikes as VP of Engineering.” Stewart shifted from Polaris Industries where had been the Sr. Engineering Director, Systems & Design Off-Road Vehicles. “I can’t wait to contribute to the mission of getting people out of cars and onto bikes and make a positive impact on the environment. Here’s to new adventures!” #radpowerbikes #ebikes

EBIKES TO PUSH PAST PEDALERS?

Revenue for the U.S cycling market surpassed $8.4 billion in the past 12 months, according to the NPD Group’s retail tracking data. Spurred by an explosion of eBikes, unit sales were up a whopping 45%. “Sales of e-bikes continue to grow,” says Dirk Sorenson, executive director, industry analyst, sports, NPD. “Now a $741 million category, e-bike revenue grew 47%, compared to 2020. The growth of e-bikes should come as little surprise, as these bicycles address the needs of an aging U.S. population, provide easy access to a familyfriendly outdoor activity and address some of the need for commuting in denser population centers.” Sorenson adds, “Without a doubt, the unprecedented growth that occurred in the prior period was a direct result of consumers buying products that allowed for more at-home and around-the-home activities. it’s clear that products providing social connection, outdoor escape and physical activity were the real winners during the pandemic.” As the supply chain SNAFUs are resolved, Sorenson suspects sales to stay strong. “I expect the problem of delivering enough product will diminish. The cycling industry has been challenged this year to meet the demands of dealers, especially for categories like mountain bikes, high-end road bikes and some transitfitness bikes. Even now, the situation is beginning to turn around. In fact, NPD inventory data for the specialty bike market indicates that sales-to-stock ratios for many of these critical bike categories are improving.” See all of Sorenson’s predictions for the new year here: https://www.npd.com/news/blog/2021/the-potential-for-asecond-bike-boom-in-2022/

From bikers to eBikers? After being affiliated with “The Best Party Anywhere” former Director, Global Brand Alliances & Business Development Director, Global Brand Alliances & Business Development for the Sturgis Buffalo Chip Music Festival from 2007 - Nov 2021, Lon Nordbye is continuing to charge things up! Nordbye has joined Electrify Expo, North America’s largest Electric Vehicle Festival, to lead Business Development and Sponsorship efforts. “Our team is excited for Lon to join the company and know he will make immediate contributions that will benefit our partners and fans,” said BJ Birtwell, Founder and Executive Producer of Electrify Expo. In his new role with Electrify Expo, Nordbye will lead development of Electrify’s e-motorcycle, e-bike, e-scooter, e-skate, and e-surf lifestyle categories. He will also oversee larger scale activations with national, non-endemic brands looking to reach the e-mobility consumer. “BJ and the dynamic team have not only pioneered how consumers engage and interact with e-mobility, they’re pushing the industry, culture and lifestyle of electric mobility forward,” adds Nordbye. “I couldn’t be more excited to join an enterprising team and get immersed into the day-to-day work to achieve the high expectations we have for Electrify as well as ourselves.” Shifting Gears Shocker: Veteran sales manager Johnny Hayes is now with EV hard charger Volcon. Stints as a DSM with Suzuki, Yamaha, CFMoto and Regional Sales Director for ROXOR. Most recently, he led the sales efforts for Navistar – a leading electric class 6-8 heavy duty truck manufacturer – in 20 states and three provinces in Canada, including managing Navistar’s biggest client, Rush Truck Centers in 62 locations in the US and 14 in Canada. Hayes is now riding the Texas range as RSM-South Region with Volcon. Steven Christian is now calling on Volcon Dealers in the Northwest. Having spent a lifetime in powersports and sales, Christian is responsible for Washington, Oregon, Idaho, Montana, Wyoming, Utah and Colorado. His 20-year sales career started with BRP (Can-Am) where he managed a large dealership network, expanding his territory by exceeding wholesale and retail sales goals. Since his days at BRP he has helped bring emerging brands to market like CFMoto and Mahindra, most recently bringing the ROXOR brand to the Northwest. “Having people like Steven and Johnny join the team really increases our ability to vet and select the best dealership partners in the US and will build upon our momentum heading into key buying seasons,” concludes Melissa Coffey, Volcon’s Director of International Sales & Business Development.

“At RINDEV, we have designed a vehicle to take you into the future,” claims Founder and CEO Art Kronish. “Nothing has been spared in the development, design, and especially in our conservation efforts. We have merged our passion and responsibility to provide the ideal outdoor experience, one that will be unparalleled by any other side-by-side!”

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

To combat global environmental issues, RINDEV is engineering a technology platform to electrify the powersports industry. These vehicles will replace the traditional internal combustion engine with electric motors. With consumer driven engineering, RINDEV is providing a solution for each of its vehicles that will be durable and resistant to all seasons and all weather conditions. In order to remain at the forefront of sustainable practices, RINDEV has partnered with Tread Lightly!, the nonprofit committed to protecting access to public lands and promoting responsible outdoor recreation through training, education and stewardship. RINDEV’s vehicles sport a sharp, modern look presented by world class Chief Designer, Steve Jennes. RINDEV is also supported by seasoned powersports consultant Gary Gustafson. Click here to see the future of the UTV market: https://rindev.com/

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EV SYMPOSIUM SHOCKERS AIMExpo Charges Up Dealers

“

he addition of electrification in powersports is inevitable,” says Tucker Powersports CEO Marc McAllister. “From an aftermarket perspective, we recognize the need to support dealers and the industry by offering new products and accessories that complement all levels of electrification, from high-performance electric motorcycles to eBikes and eScooters. Dealers need to understand the importance of integrating electric vehicles and accessories into their product offering – it won’t be an option, it will be a requirement for a dealer’s viability.”

McAllister led the charge into AIMExpo hosting the first of two EV panel discussions at the trade show. In turn, we hosted him as our Dealernews LIVE! guest between the two sessions to share some of the highly charged content with industry folks who couldn’t make it to Las Vegas. We thank him for his candor and for Tucker to take the lead in this discussion at AIMExpo. “At Tucker, we’re investing in an E-power portfolio, because it’s really clear that electrification is here. The OEMs are investing in their own platforms, and we are seeing e-power wherever we go. I think it’s important that we get our dealers ready and give them a selection of products that keeps them relevant with those EV customers.”

“So we’re not only investing in the products, we’re also investing in training and support so that the dealers feel comfortable entering the e-business, and being able to confidently speak to their customers about what are the differences with the power. They can answer ‘why choose e-power over internal combustion?” THE FUTURE IS NOW, NOT EITHER OR Although the future is here, ICE is not going anywhere, according to McAllister. “We feel confident that internal combustion is not going away. This is not an ‘either/ or’ this is an ‘AND’ — this grows the pie. This grows the number of people that are able to access powersports in different ways. And it adds to the selection, the variety and the excitement around our industry. And I think that’s really important.” So what is the next big thing beyond eBikes? “Wow. Well, if I could tell you that, I’d be investing.” However, he does have a vision of how we get there from here. “I think we have to really get to a position of maturity, particularly with the e-power space. I think there’s a lot of products and brands making great new products, and we are going to see over the next decade, people come and go… it will ebb and flow a little bit. Just like our internal combustion engine products have over the years.”

Speaking of innovative new e-products, Tucker announced a shocker at the show. “We just launched our relationship with UBCO, a great two-wheel-drive electric motorcycle that we’re going to be representing here in the United States. And you know, two-wheel drive is not a new idea. But when you do it with in-hub electric motors, it becomes a really accessible idea. And actually works really nicely because it’s balanced, you can manage it. The previous versions of internal combustion 2WDs are all a little clunky. So I think it gives us access to new engineering, which is kind of exciting for powersports, too.”

BABY STEPS McAllister knows we have to walk before we can run, but believes the industry is on the right track. “I think we have to go through these steps. Over the next decade, we’re going to see a few of these innovations come and go. But hopefully 10 years from now, we’ll have a collection of internal combustion and e-power driven vehicles that really cover a broader gamut.” No question the lines are blurring with e-motorcycles, pedal-assist and eBicycles all attempting to share the space. “We’re coming from a place where we had bicycles that were very separate compared to motorcycles that were very separate compared to other power units, I think it’s all becoming more and more gray. Dealers need to be able to be a bit more fluid going back and forth between the spaces because the consumers are participating in all of them.” Now to the philosophical difference, between powersports dealers and the independent bicycle dealers. We’re seeing powersports dealers being accepting of pedal-assist and full e-powered bikes versus the IBD network which seems to be resisting the encroachment of EVs. It’s a good opportunity for Tucker’s dealer network, but what’s wrong with the IBD network? Why don’t they see this vision? “That’s a good question. Selfishly, I’m happy for powersports dealers. But I do hope that we are able to bridge that gap. We have a few independent bike dealers in the Tucker network now, because of our e-power bicycles. They’re buying bikes from us. So I think there are a few that are leading the way and crossing over. And I think that’ll continue to happen. I hope! I also think if they cross over, it offers their customers somewhere to go as well.” Introducing ICE to IBD customers… now there is a concept. “I think there is a real opportunity… if they see it as an opportunity and not a crisis. That’s my opinion.”

JANUARY 2022

NOW CHARGING

Electrification Panel Peers Into A Charged Up Future

in new customers to powersports by giving them easier entry points into the industry with a twist-and-go or less intimidating experience and building a bigger broader church,” noted McAllister.

“Electric vehicles will play an integral role in the future of powersports – there is no doubt about that – but there are a lot of questions that still need to be answered” added Andre Albert, director of marketing and events for the Motorcycle Industry Council. “We hope that by bringing together these experts, they can help us prepare for what’s to come so we can best serve our customers.”

Representing Kawasaki – which announced its EV motorcycle intentions at EICMA the month before – Jenkins noted that he sees many electric-assist bicycles around Southern California where he is based, but that he seldom witnesses the pedals on these two-wheelers being used. That reliance on motor power is helping to set them up for future motorcycle experiences, he feels. Jenkins also said that the industry needs to engage in selling the electric option to customers, while acknowledging that price points could remain an issue for buyers until certain economies of scale are reached.

ccording to the Motorcycle Industry Council, more and more electric powersports vehicles will be coming to market in the next five years and the industry will be adapting and changing as more customers get charging. A key component of the “disruptive thinking” behind dealer education at AIMExpo was this notion of electrification. So much so that there were two separate panels presented in Las Vegas.

“That’s just the way it is,” said Marc McAllister, president and CEO of Tucker Powersports. “I mean whether we like it or not there is going to be continued pressure to be carbon neutral from government agencies.” That said, gasoline and internal combustion engines aren’t going anywhere for a long time, McAllister added – with agreement from Bill Jenkins, senior vice president, sales and operations, Kawasaki Motors Corp., USA, and Dan Quick, communications director for Zero Motorcycles. But the upshot is that electric motorcycles, in particular, may well help expand the market with their clutchless, shiftfree ease of operation. “I would much rather have this conversation be about how we are adding to those ICE customers...or bringing

Speaking about dealerships, and trepidation regarding sales of EV units, Quick said that the industry also once saw some resistance to ATVs and other non-motorcycle products – resistance that faded when the vehicles began selling. “We’ve seen this movie before,” he said. “People who are not in the market for a motorcycle but ended up going to a powersports dealership because they had something that they wanted. That’s exactly what’s happening right now.” The three panelists also noted examples from the past, from the dawn of the automobile age to the beginning of widespread mobile phone use, where industries and infrastructure had to adapt and change with the times. The same will be true for powersports and dealerships in many ways. Retailers will have to learn the language of EVs, electric motors will change service center operations, and battery recycling will become a part of that.

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LAND ACCESS More than 100 Oceano Dunes Acres Now Closed to OHVs

The California Coastal Commission, without deliberation, unanimously voted in late December to further restrict OHV use at the Oceano Dunes State Vehicular Recreation Area, immediately shutting down 108 acres of riding and driving area. Commission staff cited dust control and dune restoration as reasons to propose the shutdown, despite evidence that dust in the area is primarily caused by the wind and dunes themselves, not any human activities. “The Coastal Commission rammed the closure through during the holidays with minimal public notice,” said Scott Schloegel, MIC senior vice president of government relations. “This will further diminish the recreational experience and access for the millions of visitors to Oceano Dunes each year.” The MIC sent a letter to the CCC in December noting that claims about dust from OHVs have been debunked in two separate reports authored by Dr. Lynn Russell of the University of California, San Diego, Scripps Institution of Oceanography. And the MIC’s Mario Mairena, senior manager, federal affairs, spoke at the commission meeting opposing closure during the public comment period. “Throughout the public works plan process, we submitted comments and testified at public hearings suggesting ways to responsibly and safely preserve OHV access and resources at ODSVRA,” stated the letter, signed by Erik Pritchard, president and CEO of the MIC, the Specialty Vehicle Institute of America, and the Recreational Off-Highway Vehicle Association. “We repeatedly offered to partner with State Parks to enhance safety, training, and awareness of sensitive areas at ODSVRA.”

REMINDER: MIC MEMBER BENEFIT See Who Sells Powersports Vehicles, Parts, Accessories, Apparel, and Service Nationwide The annual MIC Retail Outlet Audit is available to members on the MIC website. The report includes outlets – nationwide by state – selling new motorcycles, scooters, ATVs, and side-by-sides, plus stores specializing in parts, accessories, riding apparel, related products, service, and used vehicles. American Profiles and 38 brands contributed dealer information including business names, the owners or managers, addresses, and phone numbers. MIC members can log in to open the Member Reports section and click on General Research to reach the audit – and members are reminded to honor MIC copyrights for these confidential reports provided as a member benefit.

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Project. And now with funds from both the California OffHighway Motor Vehicle Recreation Grant Program and the FOX Trail Trust, the St. John’s Mountain Restoration Project is geared up for completion in 2022. Both of these projects are vital to sustainable recreation opportunities in the area. “We’re very proud to be partnering with the FOX Factory’s Trail Trust Program in an important effort to recover and reopen critical multi-use recreation facilities after they have been devastated by intense wildfires or other natural disasters,” said Don Amador, Post Wildfire OHV Recovery Alliance President. “Our post-fire volunteer projects are a great way to bring the motorized and non-motorized recreation communities together so that our sustainable trail networks can be protected for current and future generations.

TRAIL TRUST SUPPORTS PWORA By Donald Amador

he Post Wildfire OHV Recovery Alliance (PWORA) team is very proud to be the recipient of a significant grant from the FOX Factory Trail Trust Program. Trail Trust is closely aligned with PWORA’s mission of helping recover and reopen critical multi-use recreation facilities after they have been devastated by intense wildfires. FOX Factory — parent company to BDS Suspension, Easton Cycling, FOX, JKS Manufacturing, Marzocchi, Outside Van, RaceFace, Rocky Ridge and Zone Off-Road — recently launched its signature community investment program called Trail Trust, aiming to deliver sustainable adventure to everyone with nonprofit partners worldwide. This means promoting the conscientious use of land amongst outdoor enthusiasts and protecting our shared playgrounds. It also requires expanding opportunities within the outdoor sporting industry, diversifying the populations that participate in powersports — because everyone deserves the thrill of adventure. “Trail Trust represents FOX Factory’s commitment to the future and plays a pivotal role in activating the Planet Pillar of our FOX Factory Frontiers sustainability strategy. This is the beginning of our pursuit of a future where people and planet come first, and where adventure is never done,” said Jackie Martin, FOX Chief Purpose and Inclusion Officer. “We’re in a unique position to do more to positively impact the environments where we live, work and play — both from a responsible and safe land use perspective as well as connecting people of all backgrounds and abilities to the outdoors.” PWORA worked on two post-Ranch Fire projects on the Mendocino National Forest of northern California during 2021. PWORA completed the Mason Trail Connector

“PWORA commends the Trail Trust program for its commitment to enhance responsible recreational use of public lands and is an excellent example of the important role that industry has in partnering with non-profits to improve access to diverse environmentally sound backcountry adventures in the great outdoors.” While government grants are critically important to help pay for post-fire recovery efforts, often, a nonprofit has to cover significant upfront costs since some grants take time to travel through the bureaucracy. As part of this launch, FOX Factory has already awarded approximately $500,000 in Trail Trust funding to OHV and cycling organizations, including PWORA. The generous grant from the FOX Trail Trust will ensure that projects get off the ground and are completed on time.

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

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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. • • • • • •

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We ride motorcycles with eyes wide open. Why would we do it with ears closed? Three years ago, I met an acoustic engineer who showed me how my brain works to “paint a picture” of what’s behind me. The brain instantly weaves together input from 3 or more of the 5 human senses to make the image — smelling or tasting will never really make me a safer or better motorcycle rider unless the Klotz-burning Maico riding up my backside is waiting to pass. Reciprocally, vision, auditory and tactile senses make up most of our proprioceptive sensors while riding. If I were hunting in the wild or involved in a specialops military mission, olfactory and tactile sensitivities would certainly add to my general awareness and safety more than the smell of fresh cut grass or a BBQ smoker up the road. Get it? At least 3 of our 5 senses will make us a better or safer rider… and we have been blocking some of those senses for decades while overly depending on only one — vision.

Confessions Of A Customer® By Eric Anderson

CAN I HEAR THEM NOW? The Science Of Sound

e all wear helmets for protection, not necessarily insulation from our surrounding environments. I was recently enlightened on a trail ride how blocking my ears with a full-faced helmet and foam plugs has de-sensitized my proprioception. Say what? Definition Of Proprioception: The sense of self-movement and body position where input from all human senses is integrated, combined and interpreted. It is sometimes described as the “sixth sense.” Interesting! Seeing, hearing, touching, smelling and tasting are our 5 senses by which we communicate with our environment. These senses are interdependent upon one another in creating full awareness including the elusive “sixth sense” — superhero hyper-awareness complete with goosebumps. During my recent trail ride, I used a new nonelectrical “ear-like” acoustic device on my helmet created by RESONAR. I was encouraged to begin sensing more of what was “in” or “around” my blind spot which they call the “deaf spot.” Since racing unmuffled 2-strokes in the 1970s-‘80s I have always worn foam or custom ear plugs for pure hearing protection. Little did I realize I was also cutting back my 360-degree awareness of all that was happening around me. My eyes and vision were excellently focused for riding and racing, but my sense of hearing had become irrelevant for 35 years. Huh?

Do you recall when you first wore ear plugs or got a new pair of glasses? It takes a few rides or days to get used to them. This bit of vertigo or dizziness sometimes turns people off to ear plugs or readers, but it gets better in a day or so. This experience is your brain “readjusting” its proprioception to the new combination of enhanced… or desensitized sensory experiences. In the case of wearing a full coverage helmet with foam plugs in the ear canals, a rider’s brain becomes more sensory-dependent on vision with the exclusion of auditory input. It’s natural — blind people’s hearing improves, and deaf people’s vision becomes more acute. In reverse, once using the patented RESONAR technology on the trail I had to grow accustomed to the reintegration of hearing with 2 ears into my riding experience. Wow! It was weird at first, but gradually became more natural especially while riding with other motorcycles in the group. I heard my chain slapping on the guide and my buddy was riding his typically quiet 4-stroke dual sport bike closer than usual behind me. It especially worked below 45 mph and even with attenuated ear plugs — the ones which simply protect above a selected dBA range without plugging everything off. Yes, one can be hearing-protected while also gaining back access to binaural hearing, but note it gets “blown away” by natural wind noise at 45 mph and above. Definition Of Binaural Hearing: Having to do with the perception of sound with both ears; intent to create a 3-D stereo sound. In survival situations binaural hearing via the brain provides approximate direction (locality) and distance to a sound source.

The fraction of a second difference between when your right ear hears a sound, and your left ear picks up the same sound is calculated by the brain to assign a “directionality” and “distance” to the source. This is binaural hearing, a new term to me. Think of a twig breaking in the forest at night. Your brain will calculate the source’s direction and provide an approximate distance even though you didn’t “see” where it came from. The well-evolved brain is “painting a picture” in hopes of increasing your chances of survival.

heavy traffic mix including diesel trucks and buses, almost like a school of fish or a flock of birds. If a single fish or bird changes direction, the school or flock moves with him… together in a swarm to avoid collision. This requires an incredible level of sensitivity between all the individuals in the flock, school, or swarm.

Maybe We’ve Been Doing It Wrong? Your two ears work like your two eyes for determining direction and distance. I was taught in my biology classes that having 2 eyes helps us triangulate direction and distance. We have a wider range of view with two eyes, but we also have improved depth perception for the same reason. When one loses eyesight in one eye, depth perception is often lost. When one loses vision in both eyes, the 4 remaining senses become hyper-sensitive. This proves how “integrated” all our senses are with one another while the brain remains at the helm as Master Integrator. Adding back my sense of hearing from two ears while riding began to add a new dimension. I could hear the other bike in my “blind spot” before he passed. I also knew which side he was on before he passed (on the left) so I experienced no frightening jerks of surprise. These helmet “ears” were a bit like rearview mirrors. Mirrors are certainly safety items, but sometimes they require a rider to look away and down at a critical moment in heavy or fastmoving traffic. Or consider a motocross racer with no mirrors at all — would it be an advantage to know on which side you are about to be passed? Likewise, I see a use for it beyond motorcycle helmets in everything from football, lacrosse, equestrian, bicycle and construction helmets. Those helmet designs could eventually begin to increase their protective coverage over the ears if natural hearing levels were maintained in the design. Many helmets are now designed as half-helmets, so the wearer’s hearing is not affected. Would more full-coverage models in the future be a good idea if integrated hearing functions were not lost?

The original concept for this new technology called bat 8-D (Binaural Acoustic Technology) interestingly was created for crowded noisy urban environments in developing nations. Thousands of scooter riders commute daily to work in a

I am a riding customer and I just learned something new about my favorite activity after all these years. I can hear better now without going deaf. My riding experience has been enhanced and I hope to see RESONAR providing more data soon which may prove we have been doing it wrong. After all, if we ride a motorcycle with eyes wide open, why would we do it with ears closed? Here’s to change and new ideas… Can you hear me now?

JANUARY 2022

for the win before withdrawing because of injuries sustained in a hard crash at the end of Stage 5.

2022 DAKAR RALLY WRAP-UP Close Racing, Controversy & A Big Win For The Organizers By Scot Harden

hile it may not have been the 2020 watershed year when Ricky Brabec defied all odds to become the first American to ever win the infamous Dakar Rally, 2022 may actually have a bigger impact on the entire sport. And the impact of multiple American riders was definitely felt on the world stage. The dust has barely settled, and already the teams are looking forward to next year with a clear understanding the sport of rally racing has changed… and in a big way! The recent rule changes governing the navigational elements of the rally were the big story this year, making for one of the most mentally challenging Dakar’s ever. Factory GasGas racer Sam Sunderland racked up his second Dakar overall victory (and a first ever for GasGas). Retaining its truly global nature, the British rider was followed by Monster Energy Honda’s Pablo Quintanilla from Chile and Red Bull KTM’s Matthias Walkner from Austria. Sam’s win is well deserved and clearly showed his ability to manage extreme pressure to the end, winning by just 3:27 seconds over Pablo after almost 39 hours of special tests. The other big news, of course, was the Americans’ performance. For the first time, four American riders battled for stage wins and top overall positions. Monster Energy Honda’s Ricky Brabec came home top American, 7th overall just 4 seconds ahead of Monster Energy Yamaha’s Andrew Short in 8th. U.S. Dakar rookie phenom BAS World KTM Racing Team’s Mason Klein was in close pursuit in 9th. The other top American, Husqvarna’s Skyler Howes, ran as high as 4th overall and was in excellent position to contend

As usual, a thousand stories came out of this year’s Dakar Rally. Here are the top stories from my perspective: 1) The Overall Level Of Competition: Typically, at any given Dakar Rally, three to perhaps a maximum of four riders at the start can be viewed as prohibitive favorites to win the race. This year, as many as eight and possibly ten different riders could legitimately win the race if things went their way. It has as much to do with the global stature of the event drawing the best offroad racers from all over the world as it does the current scope of factory involvement. In years past, two or three manufacturers put forth serious efforts — this year no less than seven factories were competing! These included KTM, Husqvarna, GASGAS, Yamaha, Honda, Sherco and even Hero, who by some good fortune of the starting order won Stage 3 of the rally. In addition to the factory teams, satellite teams such as the BAS World Team that Mason Klein rode for put forth extremely professional efforts on very similar equipment to the factory teams. The switch several years ago to 450cc-based production machinery certainly has paid off with more manufacturer involvement lowering the hurdle for a competitive entry.

2) New Rules: Several rules recently changed concerning the navigational elements — none more challenging than the new rule implemented this year resulting in the roadbooks being held until just before the start of each stage. The Roadbook is the rider’s bible and the most critical element in rally racing. The word “Rally” means to find the way. The Roadbook is how you do it. No longer would riders be able to study the roadbook all night before each stage developing a mental picture of the route the following day, drilling down on potential navigation challenges and dangers. While I thought this might be a significant issue, each of the riders I spoke to after the rally said it wasn’t a big deal. Mason Klein told me he had plenty of time to do a quick review and even mark up some of the trickier sections as he loaded the book into his bike each morning. Skyler Howes reported the same and went even further stating it didn’t matter because it was the same for everyone. What did create major headaches was locating some of the hidden waypoints in the open dune sections. With extremely tight radiuses around each waypoint, the riders often spent a lot of time circling to find a waypoint, losing large chunks of time — especially to riders who started behind and were mainly following tracks. In addition to the waypoint issue, there was more CAP averaging than usual this year. CAP averaging requires the rider to pick a point on the horizon and ride in the general direction of a compass point (0-360 degrees) noted in the Roadbook for specific distances. Sometimes those notations were followed by other notations that superseded them. This is what led to Ricky

Brabec’s debacle on Stage 1 losing almost 50 minutes to the field as he struggled to find the way that started with a Cap average note. The 50-minute loss put him in such a deep hole it would be impossible to recover from.

3) Overall Strategy: Dakar, in recent years, has become more of a challenge of mitigating loss rather than trying to consolidate large gains. Leading a stage, or “opening the road,” as we would say, is often a considerable penalty. With three-minute start intervals between the top riders, a 10th place starting position can effectively pull back 30 minutes on his competitor that started first by just following tracks and picking off riders till he gets to the lead. Meanwhile, the rider who started first is doing the backbreaking work of navigating the route (with no tracks to follow) and has lost 30 minutes by the time his counterpart in 10th catches up. For riders starting further back the gains can be even more impressive. Because of this, there is little incentive to win stages and why it is better to be more strategic each day in your overall placing. This was such a big issue for Mason Klein that the factory teams went to the organizers and got them to change the rules early on for Mason so he would have to start up front even though he was competing in the Rally 2 class. The Rally 2 Class was a separate class below the factory Rally GP race class and was supposed to start from 30th position back each day no matter how they did in the preceding stage. If the rule was not changed, Mason most likely would have won this year’s Dakar by a mile! To Mason’s credit when he realized what an advantage it was to start back each day, he did not argue the point and let the rule be changed on the spot. As he told me after the race, “I didn’t want to win that way.” While the new rules have led to some exciting racing from a spectator perspective, with continuous changes to the leaderboard, the top racers are starting to feel like they are being “gamed” a bit, and it will be interesting to see what happens in the future. 4) The Route: While there was much talk before the rally that this year would be a race of “sand and more sand,” meaning many dune crossings, this did not play out. Instead, this year’s rally was very high speed, which had some racers complaining that organizers needed to make it more technical. In talking to the U.S. riders, they seem to take the approach “it is what it is.” Since everyone is racing the same route, it should not be an issue. However, it will be interesting to see how the organizers respond to next year’s route layout and what changes they may try to make. Continued on page 80

JANUARY 2022

Continued from page 79 5) The U.S. Contingent: The biggest news coming out of this year’s Dakar was the arrival of the Americans. And while the best finishing American was 7th, the strength and depth of the field of American riders at the event has never been higher. Ricky Brabec will be the first to admit this was probably one of his toughest Dakars ever. The fact he lost so much time the first day of the rally was a punch in the gut. It is very hard as a racer to know at the start of the race that your chances of winning are impossible because of some minor technical issue or a crash, but you must put in the hard work of riding to the finish. The difference between Dakar and other races is that in other events that feeling last’s one day, or until the next moto or the following weekend. At Dakar, you must live with it for 12 straight days and thousands and thousands of miles in the saddle. Not a very comfortable feeling, but one that Ricky would not shy away from and testament to the strength of his character that he soldiered on and fought hard each day for a top finish and still came home Top American. I’m sure he will learn from this and be back and stronger than ever. Andrew Short finally had his equipment hold together and put in a rock-solid performance. I think Andrew learned a lot from this year’s Dakar and will only be better prepared next time around. It’s incredible to think he finished just 4 seconds behind Ricky after 12 days and 5,200 miles of racing. Incredible!

Of course, the biggest disappointment was when we got the news Skyler Howes had to withdraw while running in 8th place overall, just 15 minutes out of the lead. Skyler had run a very strategic race up to that point and positioned himself to contend in the back half of the race. It just goes to show that Dakar can bite you at any time. When you ride hundreds of miles day after day, all it takes is the smallest of errors and it all goes away in an instant. The good news is Skyler is healing up nicely and preparing for his next rally in Abu Dhabi in March. We wish him well.

This leaves young Mason Klein, who finished 9th overall, winner of the Rally 2 class, and Top Rookie in his first Dakar rally, finishing in front of former Dakar Champion Toby Price. I first met Mason three years ago when he told me it was his dream to do Dakar someday. Mason was barely 17 years old at the time, but something about his sincerity made me take notice. After the 2022 Dakar Rally, everyone around the world is taking notice. Mason put in a fantastic ride. He rode smart, fast and consistent. The pressure did not seem to bother him, and after talking to him at length after the rally, he appears to have a good head on his shoulders for handling the politics and controversies that pop up in the bivouac from time to time. He has a bright future ahead of him and hopefully will be picked up by one of the factory teams this year.

Dakar is the biggest racing spectacle on the planet. Its tradition now to start each new year watching the drama play out over the first two weeks in January. The skill level, intensity, and sheer speed the riders possess is something to admire and respect. The commitment and dedication to make it to the finish line is legendary. The relentless pressure impossible to put in words. Fortunately, we had no significant injuries or deaths this year, which is always a bonus. If things continue to evolve as they have, we can expect to have even more to root for from an American perspective. After all, we invented desert racing; now it’s time to show the world we haven’t forgotten what that means.

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

It’s Tuesday afternoon, and based on his communication preferences in Hawthorne’s HubSpot CRM, Corey has indicated he prefers text messages in the afternoon. And this text is not just some bot-created template message, but rather a personal message from Mark Rodgers, the service advisor at Hawthorne’s. Sure, the CRM may have prompted Mark to send the message, but at Hawthorne’s, they consider customer communication too important to leave to an autoresponder! Mark and Corey have known each other for years and consider each other friends.

Corey clicked the Fresha Scheduler link, selecting Friday as his service day, as he would like to have the bike back for the weekend. He opts to have the bike picked up, as he has a busy week listening to accountants talk about Q3 EBITDA.

YOUR DIGITAL FUTURE A Tale Of How Things Ought To Be By Mark Rodgers

n almost imperceptible vibration alerts Corey to an incoming text message. Desperate for anything to distract him from the boring Q3 financials meeting, Corey checks his phone. Immediately he lights up with a big grin. “It’s my Harley dealer,” he whispers, leaning over showing his screen to co-worker Zach. Bobbing his head, Zach sighs, “Man, I should get a bike!” “Yes, you should!” says Corey as he returns to his phone. “In fact, my guy does blogs and videos about how to buy a bike, how to ride, which models are for what… the whole shebang.” “Hawthorne’s Harley-Davidson, right? I think I saw a bunch of great reviews on Yelp about them,” says Zach, suddenly more interested in Corey’s phone than the endless Q3 presentation. “Yeah, they’re terrific. You know,” Corey says, looking up, “I think my guy even has his own YouTube channel. Want me to send you a link?” “Anything to get out of listening to this guy,” Zach jerks a thumb towards the monotone accountant droning on in the front of the room.

Wednesday Morning Corey’s cell phone rings. He sees Mark’s smiling face on his caller id. Mark and several other key players at the dealership gave Corey their digital business cards when he purchased his bike. This makes staying in touch easy, and now their calls don’t look like spam. Plus, it linked them on social media as well. After catching up a bit, they decide Hawthorne’s should pick the bike up Thursday morning, helping ensure it would be ready for the weekend. Corey mentions that he and his wife would like to pick the bike up around 3:00 on Friday. They want to get a head start on the weekend. Mark asks, “Would you like Herbie to do the work?” Herbie gave Corey his operational overview of the bike when he bought it and has done all of Corey’s work since then. Herbie is Corey’s “guy.” “Damned right I do, and you never have to ask that question again,” in a bit of good-natured chiding. Preparing For Company Using their intranet service advisor, Mark informs Pete, their delivery driver, of the Thursday morning pickup with an email and calendar “invite” attached for the appointment. Pete immediately adds it to his Google Calendar, updated on the web and, more importantly, on Pete’s phone with an alert. His week is getting busy. Mark also advises Herbie – Corey’s preferred technician, Bob in parts, and Monica in gear, that Corey’s bike is coming in for service. He also includes Joe, Corey’s salesperson, and Steve, the business manager, to let him know that Corey and Sara Williamson will be in around 3:00 on Friday.

Hawthorne’s gang has been doing this for about a year now. Every day they have posted on their intranet and then ultimately on their giant LED welcome board the known visitors they have coming that day. They got the idea from visiting Apple Stores and their Genius Bars.

Corey to upgrade his belt guard and sprocket cover. If Corey’s down with that, will Herbie have the time to put them on?”

Hawthorne already has seven known appointments scheduled for Friday between sales, chrome consultant, personal shopper and service appointments. The welcome sign stuff is good, but what’s exciting is what happens behind the scenes.

Bob waits until early afternoon to call Corey, and he picks up immediately (You have to love those digital business cards!) After catching up, Bob alerts Corey to the noadditional-labor opportunity. “Can we do a quick Zoom call, and you can show me in the catalog what you’re talking about?”

When a customer visit is scheduled, every manager then uses the CRM, investigating the customer’s record, refamiliarizing themselves with them, their family, their preferences and identifying ways to help them during their visit. At Hawthorne’s, they know how crucial it is to have someone in-store, so they make the best use of everyone’s time. Accessorizing Opportunities It’s after lunch, and parts manager Bob settles in with his cup of coffee and checks their intranet for upcoming guests. He does this at the same time, the same way, every day. Successful people have routines and organize their day. This is just one of Bob’s rituals. He sees Corey on the list and pulls him up on the CRM. “Ah yes,” Bob smiles to himself, “Corey Williamson, that dude!” See, Bob loves his customers, but he’s terrible with names. So as a matter of policy, every Hawthorne’s CRM entry includes a picture of the customer. This helps everyone know their customers. Mr. Hawthorne always says, “If this is the relationship business – and it is – the least we can do is know our customers’ names and what they look like!” Bob remembers working with Corey, he knew the bike was accessorized, but he didn’t remember to what extent. He cross-referenced his CRM listing and purchase history in their Lightspeed DMS record and re-familiarized himself with the bike. “Okay, so, Stage 1 and a couple of smaller accessories,” Bob mutters to himself. Why do parts managers always seem to mutter to themselves? “He’s getting a 10,000mile service done. Interesting …” Knowing the rear wheel bearing servicing will require that rear wheel coming off, Bob knows this is an excellent opportunity to replace the belt guard and belt sprocket with something cool. He quickly checks his inventory. Yep, both chrome and flat black belt guards and sprocket covers. And, of course, he has them in stock. You gotta love the LightspeedEVO cycle count system. He picks up the phone. “Hey Mark, I see Corey Williamson is coming in on Friday for a 10,000-mile service. Is Herbie doing the work?” Of course, the HubSpot CRM indicates this preference as well. “With that rear wheel coming off anyway, I thought this would be a great opportunity for

“Absolutely,” came the reply.

Absolutely! Bob can show Corey precisely what he’s talking about using the dealership’s Zoom Room, the online catalog, and Zoom’s screen share feature. After the accessories and hearing about no additional labor charges, Corey gives the green light, and Bob processes the additions. Additional Opportunities Simultaneously, Business Manager Steve is doing his routine, including researching upcoming guests for the value he may add. He looks at Corey’s record and sees his Extended Service Plan is roughly 90 days from expiration. This is the perfect time to talk to Corey about potentially “re-upping” his coverage. With the H-D ESP Future Guarantee, if the bike meets the age, condition and underwriting guidelines, the Williamson family could extend their factory-backed protection. Steve makes a note to check the bike when it comes in. *** Later Wednesday evening, while chilling out to Netflix, Corey and Sara talk about the rest of their week. “Oh, I scheduled Hawthorne’s to pick up the bike on Thursday. It’s due for service, and I want to get that taken care of. Can you run me over Friday afternoon? I thought we could spend some time riding this weekend. What do you think?” “Sounds great.” She says, still looking at her phone, obviously scrolling. “Have you been following Hawthorne’s on Facebook?” “No, should I?” “Yeah, you should. They’ve been posting cool videos of people learning to ride, new bikes and a bunch of customer videos. They’re a pretty good IG follow as well,” she added. ‘Hey, how come they never asked us to do a video?” “You got me. Is the new season of Ozark out yet?” He scrolls through the thumbnails. *** Continued on page 86

JANUARY 2022

Continued from page 85

Thursday Afternoon Pete picked up the bike with no problems, and by early Thursday afternoon, Corey’s bike was going on the lift. If Mark learned one thing, it’s to give yourself some fudge factor for what Mr. Hawthorne always called “unforeseen problems.” Corey wants the bike Friday afternoon; we start on it Thursday. Mark swings by checks with Herbie. Everything looks great; the additional belt guard and sprocket cover are already in Herbie’s Bay.

“Mary, if you would, please put a handful of items you think the Williamson’s might like on a separate rack so we can show them when they arrive. Let’s give them the Hawthorne VIP treatment. Use your best judgment, but I’m thinking shirts and sweatshirts, no big dollar stuff.”

Mark does a quick walk around and surmises this bike would be a solid trade-in. Age and Mileage wouldn’t allow it to be a Certified Pre-Owned, but it might be a great first Big Twin for a young rider. Mark notifies Joe in sales, and they immediately start to collaborate on a trade offer, should Corey be interested.

This same sort of meeting is happening in every department.

“That bike doesn’t have a big inch kit in it, does it?” Steve calls out, walking across the shop floor. They all laugh, knowing it’s only had the exhaust and air cleaner changed. “I just want to make sure the bike qualifies to re-up the service plan.” “It does,” says Mark. “But you may not have to worry about it because we’re thinking of asking Corey if he wants to trade up.” “Great idea!” exclaimed Steve. “Whatever Corey wants to do, I’m here to help. I’ll call him and present the ESP opportunity. I’ll leave the trade conversations up to you guys.” Steve sends Corey a text message with the ESP information. Corey hits him back with an “I’ll think about it.” Later that day, an in-store reminder message goes out to all department managers informing everyone of known customer visits planned for tomorrow. The managers know precisely what to do. Friday Morning Huddle Hawthorne’s huddle practice is for each department at the start of every shift to brief team members on what’s hot. During the huddle and other business, there is time spent on known customer visits that day. Monica, the MotorClothes manager, reviews the Williamson CRM record with the group. “So around 3:00 p.m. this afternoon, we have a terrific couple, Corey and Sara Williamson, who are scheduled to pick up a bike they have in service. Here’s what they look like for those of you who haven’t met them before;” she points to the HubSpot CRM record. “If you’ve already met them, please welcome them back; if not, please introduce yourself.” Monica continues to review the CRM record. They are recent “empty-nesters” with their two girls attending college out of state. He’s a bigger guy who is a fan of anything with a wolf on it. She is on the other end of the spectrum, an extra small.

We’ll be starting to get busy then, so all hands-on deck. We don’t want to rush them, but we’ll need to be prepared for the Friday afternoon rush.

Friday Afternoon As Sara drives Corey to the dealership, they receive a text notification about five miles out. The car’s text reader voice says, “Your bike is ready, and we’re all looking forward to seeing you! Please come to the front entrance; we’ll meet you when you arrive.” The Williamsons smile at each other. “These guys are great. How did they know we were on the way?!” Well, of course, the Williamson’s know. The dealership uses geofencing for both outbound communication and inbound arrivals. This was covered in their dealership orientation when they bought the bike. Although the parking lot is filling up with Friday afternoon customers, there are still plenty of spots. The lot and the grounds are meticulously maintained. Their sales consultant Joe greets them at the door. “Corey, Sara. Great to see you two again. As he holds the door open and welcomes them inside. He received a geofence notification the moment they pulled into the lot. They glance upon the vast flat-screen visible to all who enter: Hawthorne’s welcomes back the inimitable Sara & Corey Williamson! They look at one another with huge grins. “We love it here!” Joe, never missing an opportunity, says, “And we love having you.” “Hey,” says Sara playfully, “how come you never asked us to do one of those rider videos for you guys?” “A terrible oversight by us. And one that we will rectify! I can see your bike is out in the lot, serviced, cleaned, filled with fuel. Let me tell Mark you’re here. While I do that, would you like to wander around MotorClothes and say ‘Hi’ to the gang?” “Of course,” says Sara. *** Upon entering the MotorClothes area, a bright and enthusiastic person appears and says, “You must be the Williamsons! We’ve not had the pleasure of meeting; I’m one of the new apparel people, my name is Mary.” After exchanging pleasantries, MotorClothes manager Monica comes over and joins them. Continued on page 88

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P E R F O R M A N C E B R O K E R AG E S E RV I C E S . C O M

Continued from page 86

After more small talk, Monica says, “We knew you were coming, Sara, and know you often have a difficult time finding apparel, so we took the liberty of setting some things aside for you. Would you like to see them?” “Oh yes!” “Mary, why don’t you and Sara look through the rack?” Corey excuses himself and grunts, “I’m going to look at the bikes.” Mary and Sara head to the racks. “So,” Mary inquires, “You’ve got two girls in college ….” *** After perusing bikes for a bit on his own, Corey stops on a brand-new, jaw-dropping Road Glide Special. Joe, of course, notices and comes over to answer any questions. “You know Corey; it’s interesting you’re looking at this bike … a conversation about a trade-in and trade-up begins. *** While perusing the just-my-size culled selection of new apparel, Sara casually asks Mary, “Do you ride?” “Not yet,” Mary replies enthusiastically. “But I’m starting the Riding Academy course next week, and if I pass that, I’m planning on getting a Sportster or something. How about you?” “Well, I’ve been riding on the back for years, but I’ve been thinking about taking the class as well. Do you have any info on it?” “I can do better than that; Joel Morris, our Riding Academy Director, is in his office right now. Would you like me to introduce you?” “Please, and by the way, I’ll take these two tops, and let’s get this wolf sweatshirt for Corey.”

“You got it.” Mary had performed her turnover flawlessly. At Hawthorne’s, they are taught the “Name–Frame–Same” method of introducing customers effectively and professionally to one another. ** Meanwhile, back on the showroom floor. “But I just paid to have the bike serviced! I just installed chrome stuff!” Corey exclaimed. “This is not an obstacle,” Joe spoke calmly. We will pay for every penny of what you’ve spent in service. We’ll take care of everything. Here’s what I’m going to recommend. Take the bike overnight. Enjoy it. You and Sara go ride it this afternoon, ride it tomorrow morning, and swing by tomorrow afternoon. If you want it, it’s yours. If not, your old bike will still be here.” You can see the wheels turning in Corey’s mind. Joel arrives with Sara in tow. “Well, it looks like we have a new Riding Academy participant!” Corey grinned; I wondered when she might do that. Good for you. Smiles all around. Hearing the laughter on the floor, Steve, the business manager, emerges from his office, “Hey everybody! Sara, Corey, how are you?” Sara, did I hear right, you’re taking the riding academy course?” “You did!” “You’re going to love it,” Steve smiled. “I graduated in the last session.” “Barely,” joked Joel. More laughter and smiles. “Speaking of new, what do you think about this bike?” Corey asks Sara. “I love it, but don’t we already have a bike?”

Joel smiles as Mary and Sara enter his doorway, looking up from his computer. “Got a minute?” asks Mary.

“We do, but we might like this one better. Should we try it out?”

“Sure.”

Okay, but you realize when I pass this course, I’m getting my own, right?”

“Joel, I’d like you to meet Sara Williamson. She and her husband are long-time Hawthorne’s customers, and Sara is interested in possibly taking the course and perhaps getting her own bike. Sara, please meet Joel Morris. He is our Riding Academy Director. He’s been with us for decades and has helped thousands of people learn to ride safely. And one thing you should know, you both have daughters in college!” “While you talk,” Mary adds, “Sara, I’ll get your purchases ready for you. Joel, could you please bring Sara back to the floor when you’re done?”

“Whatever you want, dear.” Laughter all around. Later that day, from the saddle of the Road Glide, Corey and Sara call Joe back at the dealership. “Get the paperwork ready, we want this Road Glide, and Sara wants to put a hold on that pre-owned blue ’48 you have on the floor.” “I’ll have Steve call you right away to get the paperwork started,” Joe replied, “We’ll be ready for you in about 45 minutes.”

Almost ready to hang up, “Oh, one more thing,” Corey continued. “Is it ok if I shoot your digital business card to my co-worker Zach? He should get into this motorcycle thing.” “Sure. If you would just copy me on the text so I can follow up with him. And, oh yeah, and tell Sara to bring that Hollywood smile of hers. We’re keeping our promise and shooting some video of you two and publishing it on our site, newsletter and social media. Cool with you?” “You got it.”

Your Digital Future Wow, wouldn’t it be great if this is how things worked? Now, I used a fictional narrative device to communicate this choreographed, synchronized, customer-centered utopia. But you know, if you think about it, all the tech I talked about here exists today. It’s just a matter of using it. Now, it’s easy to get overwhelmed. Deep breath. You start where you are, with what you have, and do what you can. But do, you must! Because the digital future is now.

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

SHOW STOPPERS!

After two years in hibernation, the innovation presented at the AIMExpo trade show was off the charts. Everything from French-made Beringer Brakes to out of the box thinking by Vizyonair Box was on display in Las Vegas, and that was just one booth! From Fussini’s $30,000 Burmese teak/24 karat gold helmets to affordable entry level motorcycles from Benelli and SSR, the variety of new products on display was wild... even by Las Vegas standards. Simply brilliant ideas like gas bags and SW-MOTECH’s new lineup of ADV soft bags were interspersed with innovations like Service Manager Pro’s High Viscosity Blinker Fluid could be found in the aisles of the Las Vegas Convention Center’s South Hall. Our picks to click appear here, but what were the goods and services that stopped you in your tracks at AIMExpo this year?

JANUARY 2022

SHOW-STOPPERS

Beringer Brakes was live in Las Vegas and the AIMExpo with a sneak preview of a brand new rotor. The new gold standard for performance binders was unveiled at the industry’s trade show in Las Vegas. Adjacent to the Beringer booth was the “unboxing” of Vizyonair Box. “We are introducing to the US market a revolutionary, modular and connected motorcycle shipping / storage / display crate that can also be split in half to create a paddock work table for the bike and a desk for the crew.” says Beringer USA’s Philippe Danh. “Appropriately we are directly across from MotoAmerica’s display where this revolutionary system is perfect for transporting race bikes.” Click here and see what’s in the box: http://www.beringerbrakes.us

MORE POWER!

Dayco presented its portfolio of POWER CVT belts at AIMExpo. The new line includes a full range of specially engineered belts for various riding levels and engine sizes, including POWER CTX, an extreme performance belt for heavily modified vehicles over 800cc. “We believe our passion for powersports coupled with our experience in engineering and technology gives us a unique perspective when we set out to develop new products,” says Jay Buckley, Director of Product Management, North American Aftermarket. Buckley, along with his tech team, all own and/or race side by sides, motorcycles or snowmobiles. “We are all in when it comes to advancing belt performance and cannot wait for more riders to test out our belts.” To access the full product portfolio, visit Dayco’s featured product page online: https://na.daycoaftermarket.com/en/dayco-power-cvt-belts/

GET A GRIP

Speaking of belts, DragonFire Racing had a good handle on AIMExpo, literally. Already known for its array of lap belts, the UTV aftermarket experts made a good thing even better. The new Grab Handle Harness features an integrated handle sewn into the shoulders providing an extra hold point for passengers. An automotive style buckle, and an adjustable sternum clip make for a great fit and easy in-and-out for riders. And that wasn’t all DFR introduced in Las Vegas. “These new products are so right for our brand,” said Kyle Frederick, brand manager for DragonFire Racing. “Cool looking doors, high quality replacement axles, an innovative trunk system and a harness that works for almost every UTV out there. We’re here to help every UTV owner create their perfect machine.” Click here to see what’s hot at DragonFire: https://www.dragonfireracing.com/

CLAMP DOWN

PanaVise made the trek from its nearby Reno HQ to Las Vegas looking to clamp down more accessory business. Founded in 1956, PanaVise Products, Inc. is a world leader of precision holding tools, camera mounts and mobile electronics mounts. The PanaVise PortaGrip Phone Holder is specially designed for today’s smartphones with large touchscreens, thin bezels and various button and charging port configurations. This mount will fit round and oblong bars and handlebars 7/8” to 1.25”. To clamp down all your customers’ devices, click here: https://www.panavise.com/

BAR FIGHT!

ProTaper announced an industry first at AIMExpo: a carbon fiberreinforced, aluminum handlebar! ProTaper’s ACF Handlebar uses a revolutionary Carbon Core system to maintain strength while creating the lightest 1 1/8-inch handlebar in the industry. “The handlebar is the most critical element in a rider’s control of the bike,” explains Randy Valade, brand director for ProTaper. “This innovation in design offers greater control, greater comfort, increased ability to mount crucial controls and reduces weight by up to 20%. Riders have been seeking this advantage for years and now ProTaper delivers it.” Use of unidirectional, unwoven carbon fiber creates a core for the bar with a maximum longitudinal tensile strength that is twice the strength of a traditional carbon fiber weave. The ACF Handlebar is available in four bends: CR High, Carmichael, Henry/Reed and SX Race bends are available in black and retails for $139.99. https://www.protaper.com/

IT’S IN THE BAG

Dealers attending AIMExpo were the first in line to experience SW-MOTECH’s SysBag WP Soft Adventure Luggage. Best known for their hard case systems and ingenious QUICK-LOCK carriers, SW-MOTECH is charting a course to become the premier adventure soft luggage supplier in the U.S. Expanding on the release of two fully waterproof tank bags in the spring of 2021, SWMOTECH has added two new PRO WP tank bags to the line. The body of all four PRO WP models is made of drybag-type TPU material featuring no seams, no holes and no exposed zippers. A completely waterproof sanctuary for valuables or essentials that absolutely must stay dry. The sturdy EVA lids have a convenient magnetic closure to keep contents easily accessible. https://sw-motech.us/en/

JANUARY 2022

VALE EARL HAYDEN 1947-2021

he Flat Track family lost one of their own as dynasty founder Earl Hayden passed away in December. Progressive American Flat Track offers its condolences to the family and friends of Earl Hayden, patriarch of the fabled Hayden family, who passed away today following a long battle with cancer. He was 74 years old. The news will be deeply felt across the two-wheeled racing community. Hayden was a universally beloved figure whose presence graced dirt track and roadracing paddocks across the globe for decades. A dirt track racer for some twenty years, Hayden brandished the #69 himself before it became synonymous with his late son (and 2006 MotoGP World Champion) Nicky. The story of its origins (Earl claimed he had to choose a number that read the same whether he was upright or upside down) remains an eternal reminder of Earl’s legendary sense of humor. As a father, Earl fostered an environment that produced three of the most successful and popular motorcycle racers of the past generation. Along with Nicky’s crowning achievement on the world stage, he

and his brothers, Tommy and Roger, were each AMA national roadracing champions. Additionally, all three were top flight dirt trackers; Nicky and Tommy boasted premier class Grand National Champion race victories, and Roger joined them on the podium in a historic allHayden sweep of the podium at the 2002 Springfield TT. There was a direct line connecting their combined success to the incredible support and many sacrifices of Earl and his wife, Rose, who together moved mountains with regularity to ensure their children had every possible opportunity to maximize their potential. Rather than run dry, that well of generosity spilled out beyond just his immediate family, as Hayden served as a mentor and supporter of countless other aspiring racers, particularly those from the Owensboro, Kentucky area. He is survived by his wife Rose, sons Tommy and Roger, daughters Jenny and Kathleen, and his grandchildren. Nicky preceded him in death following a tragic bicycling accident in 2017. Earl’s good nature, gravelly voice, and easy smile will be sorely missed.

AMERICAN MOTORCYCLIST ASSOCIATION SALUTES EARL HAYDEN By Kali Kotoski

ew families in the motorcycle racing community can leave such lasting legacies. But Earl Hayden, who died Wednesday at the age of 74 after a long battle with cancer, built a foundation that produced three of the most popular and successful multi-disciplined motorcycle racers of the past generation. As the patriarch of the Hayden motorcycle family, Earl was one of the most loved and admired figures in motorsports. His loss will be deeply felt by fans, racers and the industry, and the AMA offers its deepest condolences to the Hayden family and friends. “Earl Hayden was one of the very best examples of the ‘racing parent’ — along with wife Rose, of course,” said AMA Editorial Director Mitch Boehm. “He and Rose gave those kids as much opportunity to excel as they could, and they certainly took advantage of it. Earl will be greatly missed, just as Nicky is…” Earl was born in Newman, Ky. on March 27, 1947, and bought his first motorcycle while in high school. He later went on to open a Honda shop with a friend in Owensboro, KY. In 1976, he married Rose Marie Kamuf and pursued a dirt track racing career for 20 years. The couple raised five children (Tommy, Jenny, Nicky, Roger Lee and Kathleen) with four of them becoming renowned racers that made the family a household name. Earl and Rose built a dirt track on their property so the children could start riding and racing at a young age. First was Tommy,

AIMExpo...................................................................................47 American Landmaster............................................................64 Beyond Creative.....................................................................43 Bobcat........................................................................................9 CanDo Diagnostics, Inc..........................................................35 Digital Lead Performance (DLP)..........................................41 DX1...........................................................................................59 Find It Now GPS Security......................................................11 Fuel Capital Group, Inc..........................................................15 Get Started Riding Motorcycles...........................................49 Harden Off-Road....................................................................77 HJC Helmets............................................................................61 KTM/Synchrony......................................................................37 LGP Powersports...................................................................25 LS2 Helmets................................................................................ 83 Mad Maps................................................................................38 MBA Insurance........................................................................89 Mecum Auctions.....................................................................45

who started competing before the age of 3, followed by Jenny, Nicky, Roger Lee and Kathleen. While Jenny and Kathleen shifted to other sports despite showing a natural skill for racing, Tommy, Nicky and Roger Lee all turned pro at the age of 16. The three Hayden brothers made history in 2001 after sweeping the podium at the Springfield TT, placing 1st, 2nd and 3rd — an accomplishment that has not been repeated. The Hayden boys all became AMA champions, with Nicky winning in Supersport in 1999 and Superbike in 2002, Tommy in Supersport in 2004 and 2005, and Roger Lee in Supersport in 2007. In 2006, Nicky was crowned MotoGP World Champion, placing the family on the world stage. Nicky was the first winner of the AMA Horizon Award that recognizes amateur competitors who are poised for greatness. Following Nicky’s tragic death in 2017 while bicycling in Italy, the AMA renamed its award to the AMA Nicky Hayden Horizon Award. In 2010, Earl was diagnosed with throat cancer. In 2014, he released The First Family of Racing, a book that chronicles the Hayden family, their faith, traditions and racing careers. Earl was passionate about his faith and was a long-time member of Precious Blood Catholic Church. He also helped mentor many young racers and was generous in charitable works that included the St. Joseph Peace Mission, The Hayden Home for Girls and The Nicky Hayden Apartments. Earl is survived by his wife Rose, sons Tommy and Roger, daughters Jenny and Kathleen, and several grandchildren.

Merrick Bank..........................................................................57 Motorcycle Industry Council (MIC).......................................75 Motorcycle Industry Jobs (MIJ).............................................17 National Powersport Auctions (NPA)..................................29 National Powersport Dealer Association (NPDA) ........CVR4 Performance Brokerage Services........................................87 Red Line Synthetic Oil..........................................................46 Royal Enfield.............................................................................7 Sullivans..................................................................................19 Sur Ron....................................................................................69 Triumph Motorcycles America..............................................13 Tucker Powersports...............................................................73 Twisted Throttle......................................................................... 30 Unfiltered Marketing................................................................. 33 Vanderhall...............................................................................25 Vroom Network......................................................................97 Western Power Sports.........................................................2-3

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JANUARY 2022

After all, pedal assist is not throttle assist. Just a few weeks ago I was witness to an ironic discussion among a crew of Mt. Wilson drop-off riders who were enthusiastically chiding the concept of e-bikes. What seemed to escape these guys was that, as they sat there throwing shade on the countless e-bike riders, young and old, who now count themselves as part of the cycling family, here these guys were wrapped in full-face helmets and pure moto attire (Troy Lee Design, Fox and Fly) and having just paid to be driven to the top of the mountain for their e-ticket descent. WHO IS THE “THEM” & “US”? The most dispiriting notion of hearing so many mountain bikers harsh on e-bike riders is the air of separatism and antagonism that seems implicit in their words. Worse is the anti-e-bike sentiment coming from so many newer dirt converts who A. have little knowledge of the sport’s history of fending off the anti-mountain bike effort posed by hiking and equestrian groups, B. voice alarm about the danger of trail conflicts posed by e-bikers while ignoring the reality of so many over-suspended “senders” who care little about shared trails if it impairs their downhill runs, and C. feel as though they are the “real” voice of the sport and know better than the many lifelong veterans of the sport who have embraced e-bikes.

ZAP’S COLUMN: WHO’S AFRAID OF E-BIKES?

ountain bikers sure are a funny lot. I guess, not really any funnier than any other group of two-wheeled social misfits (and since I do group road rides, trust me, I know!). But, just like their skinny-tire riding brethren, I’m always amused to see and hear all the commotion that often surrounds the arrival of new technology. The technology that so many modern-day mountain bikers now enjoy and take for granted, like suspension and disc brakes, was not so widely celebrated back in the day. In the early ’90s there was many a high-pitched battle between those who advocated the arrival of new technology and those who did their best to fend it off. For this latter group, disc brakes and suspension were the stuff of the “moto crowd” and represented some kind of existential threat to their idealized version of what the ultimate bike was, aka the rigid mountain bike.

Of course, the truth is, those technologies really were only made possible due to actual “moto crowd” personalities like Mert Lawwill, Robert Reisenger, Paul Turner, Steve Simons, Horst Leitner, Rich Williams and Doug Bradbury. But, while the accusation had merit, just imagine where the sport would be without their throttle-backed input?! THE NEW FRONTIER And now all these decades later we have so many mountain bikers going on about the threat posed by e-bikes. For this new lot of NIMBY (not in my backyard) mountain bikers, I hear repeated cries of, “It’s not a mountain bike, it’s a motorcycle.” Well, sorry if my first response is, “Yeah, I’ve heard it all before!” As someone who spent ample years twisting throttles in pursuit of a pro career (as well as years spent as a staffer for our sister zine Motocross Action), I know what a motorcycle is. And given that the e-mountain bikes being marketed and ridden today lack a throttle, it’s pretty accurate to say that they are not motorcycles.

One such off-road lifer is Joe Murray. In addition to his two wayback-then NORBA XC titles, in his time spent racing/working for Gary Fisher, Marin, Kona, Voodoo and Shimano, Joe has had a heavy hand in the evolution of dirt bike technology. Today, Joe remains both a fervent mountain biker as well as an e-bike partisan. I still recall seeing one of his Facebook memes that stated, “In the not-too-distant future, trails will have mostly e-bikes on them. The analog bikers will be like hardtail riders are now.” THE FLIP Yes, following an eye-opening meeting in the e-bike pavilion at the 2010 Eurobike show, I initiated a conversation with our publisher about e-bikes wherein he decided to start Electric Bike Action magazine. And while I remain both a fan of the breed and the editorial director for EBA, I also remain dedicated to only pushing the pedals of non-assist bikes. Funny thing, but the notion that sparked this column was an e-mail I received from Yeti Cycles inviting me to the launch of their new e-bike. Yeti doing an e-bike?! The request reminded me of when Santa Cruz bikes eventually disavowed all their previous anti-ebike sentiment when the need to stay relevant and maintain market sales took precedence over their earlier vows to “keep it real.” So, although in accepting the invitation I’m now going to have to actually ride an e-bike (along with those silly 800mm-wide “yard bars”), I’m happy to see a brand I grew up with finally join every other mainstream mountain bike brand giving mountain bikers the choice of a new ride.

Don’t let the spandex fool you, Zap is moto to the core, despite being the Editorial Director for Electric Bike Action, Road Bike Action and Mountain Bike Action. He has seen the crossover between powersports and pedal power better than anyone and this recent column offers unique insight that could only come from someone firmly entrenched in both camps. According to Wikipedia: “Zapata “Zap” Espinoza is a journalist and current editorin-chief of Road Bike Action, a Hi-Torque Publication. He was formerly editor of two American mountain biking magazines, including Mountain Bike Magazine. Zapata was inducted into the Mountain Bike Hall of Fame in 1995.”

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