The State Of The Industry

By Ty Van Hooydonk

The MIC Board of Directors and MIC President and CEO Erik Pritchard stepped up on the main stage for the first of AIMExpo’s Disruptive Thinking: MIC Symposium sessions, providing their insights on the state of the industry, the year ahead, market expansion, and how powersports businesses can unite for future growth.

“I think for me the message is that we have to really embrace what we did prior to 2020, and that’s making sure the customer is special,” said Bill Jenkins, senior vice president of sales and operations of Kawasaki Motors Corp., U.S.A. “We know, and you know, that during COVID, supply was very limited and you could say ‘take it or leave it.’ Those times are changing quickly. We are back into pre-COVID times right now. So, you need to prepare yourself and your staff to readjust to that climate.”

“Most of us have changed to some degree as consumers,” added Derek Brooks, motorcycle product line manager of Yamaha Motor Corporation, U.S.A. “How we consume entertainment, how we consume information, how we recreate. If we’re not considering how they are engaging in something entertaining, I think we’re missing the point. I think we really have to understand…the ease that there is to get entertainment. Everything seems to be much more easily obtainable. We have to have that mindset. It’s up to us to provide that ease of access to not just returning riders but especially these newer riders, make it as easy as possible for them to adopt powersports, motorsports, into their lifestyle.”

(who was our dealer profile hero in the 2022 show issue) and Brett Smith of motorcycle media brand “We Went Fast.” Brett and Ian were also kind enough to put their project bikes on display at the Dealernews booth… Do yourself a favor and watch Little Giant the film Brett and Ian collaborated on: www.youtube.com/watch?v=AV-qohQcVjA&t=211s

“Embrace your customers,” Riley said, suggesting dealers help connect them with other riders. “Take the time. Listen to them. Interact with them. Try to find a way to get them to the right places.”

Smith asked the audience members if they followed their customers on social media. “I see you,” he said. “You see me. You gotta earn that trust.”

The trio also had a pair of refurbished, older off-road machines on stage, and talked about how so many people they met wanted to talk about their project bikes. They’re a way to start relationships and make connections.

Social media and technology are important for dealerships today, Burt concluded — with one caveat: “It doesn’t matter unless it creates human connections.”