Issue #3 March 2022 by Dealernews

DN 2.0 #3

STEADY DOES IT!

Building A Brand

HONDA’S NEW NAVI

Mini-Moto Market Monster?

BTR GOES ROADRACING

Royal Enfield Women Back To MotoAmerica

CONTENTS 06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE+ 24 OEM UPDATE 26 WHAT THEY SAID 28 WHISPERED WISDOM, PART II 32 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 38 INDUSTRY RESEARCH+ 41 NPDA DEALER NEWS 42 AN OPEN LETTER TO ALL DEALERS 44 NPDA LIVE! 46 DIVERSITY+ 47 TOP 100 WOMEN IN POWERSPORTS Bob Althoff On Springing Ahead

Robin Hartfiel On Getting Small The Industry On Dealernews

Extra! Extra! Read All About It Personnel Postings Steady Does It!

Navi Finds Its Way

The Moto Media Responds

Don Musick On What You Really Want, Part II Don Musick On Square Pegs

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

Updating Dealers On The Association

National Powersports Dealer Association Call To Arms Gail Worth On NPDA, AIMExpo & Women In Powersports Karen Davidson On Growing Up Davidson #powerwomen Class Of 2022 Continued

Sur Ron says now is the time to jump into a robust, dedicated dealer network throughout North America!

16 4

OUR TEAM Bob Althoff World’s Luckiest Man

48 59 eDEALERNEWS 60 CURRENTS+ 64 MIC RIDE REPORT 66 #LEGENDS 68 ADVOCACY+ 70 ADVOCACY+ 72 PERSONNEL FILES BTR IS BACK!

Royal Enfield Women Go Roadracing Watts Up?

Honda Goes Green(ger). Sur Ron Set What Does The MIC Do For You? Look At Who Says “Ride With Us” Scot Harden On Deflate Inflation Now! Don Amador On A Perfect Storm

Alex Baylon on Custom Service Vs. Customer Experience, Part II

74 CONFESSIONS OF A CUSTOMER 76 TRAVAILS WITH CHARLIE 80 PRESS PASS 82 GEAR+ 86 VALE+ 87 AD INDEX 88 BACKFIRE++

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

Eric Anderson On The Power Of Triangles Gonzo Rider “Meats” The Goat

Updating USGP Carlsbad Monument FXR Daytona Debut

Ave Atque Vale Mike Thome

This issue Brought To You By… HighLifter Comes Up Short

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

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

MARCH 2022

columnist Mark Rodgers moderating the 20 Group Moderators as a keynote (for those of you who were snowed in and could not make it to AIMExpo, note MIC is offering video coverage of the education sessions). And then there was Dealernews’ booth presence with a steady flow of dealers and advertisers stopping by; video interviews being taped; industry leading ladies being recognized, $100,000 worth of vintage motorcycles borrowed from our friends at Mecum Auctions and much more… Admittedly, I am biased, but it was the place to be on the show floor.

World’s Luckiest Man By Bob Althoff

SPRING HAS SPRUNG! I

t is the Vernal Equinox as I write this. The time of rebirth, renewal and riding!

If you are a rider (and for goodness sakes, if you are reading these pages, you certainly should be!), this is your favorite season of the year. For many of us, the arrival of Spring means there are three seasons of riding to look forward to. And for those of us Dealers in the northern tier, Spring brings an end to those winter months of little floor traffic and lots of dollar losses. But, here we are again: Time to ride; time to ring the cash register; time to reflect on our collective good fortune to do what we love. Symbolically this Spring represents an end to wth the long Winter of our COVID discontent. Time for renewal philosophically as well as physically. It’s been a busy, productive winter at Dealernews. The team once again did a superb job leading up to the rebirth of AIMExpo; facilitating some terrific educational offerings in Las Vegas with

Beyond the support of our Motorcycle Industry Association at AIMExpo, our Editor Robin Hartfiel has been elected to a second term on the MIC Board of Directors, and continues to earn his consensus “Dean of North American MotoJournalism” reputation… Look no further than this issue for confirmation of that fact. The National Motorcycle Dealers Association (NPDA) continues to build momentum, thanks in no small part to the efforts of many Dealernews contributors including Robin, Eric Anderson, Mark Rodgers, Lenny Sims, Jim Woodruff and others. While we at Dealernews sometimes lead and we sometimes follow, it seems we are always the glue that helps paste our Industry together. This is a role we honor, cherish and deeply appreciate. Yes, Spring has sprung, let’s all renew our shared commitment to one another. Brighter, longer, more profitable days are ahead. Ride far, ride safe. Bob

on the Billboard Pop Albums Chart and won the Grammy Award for Best Comedy Album… but I digress. Honda needs no excuse for getting small. If the new Navi captures the cult-like appeal of the Ruckus and the Grom — and more importantly facilitates “More Riders, Riding More” to paraphrase MIC’s Ride With Us mantra — maybe the rest of the industry should consider getting small once in a while? For the pundits predicting Navi will only cannibalize existing Grom sales… it would appear to be there is plenty of meat on the bone. For the record, Honda sold around 15.1 million motorcycles worldwide in the 2021 fiscal year. Of that big number, the little Grom has been Honda’s top selling streetbike in the U.S. and nearly 800,000 have been sold globally since it was introduced in 2014.

Editor’s Note By Robin Hartfiel

LET’S GET SMALL

teve Martin, that wild & crazy guy from Saturday Night Live, beat our industry to the punch with the punchline of his debut comedy album back in 1977. While some of his sight gags and balloon animals may have missed the mark, his suggestion Let’s Get Small still rings true. No, not the gasoline-powered turtleneck sweater or the dumb stuff he bought. “I love to get small,” Martin claimed in the title track, admitting he probably shouldn’t get small while on the road, but “it is wild to get small!” Certainly Honda product planners have taken the message to heart, releasing the Ruckus and the Grom, then adding the ADV150 scooter and the return of the Trail 125 trail bike in short order. Now the Navi “covered” this month and the forthcoming Dax 125 (looking for all the world like my CT70, circa 1972) Big Red is maximizing the mini-moto market to its fullest extent and embracing the aftermarket as part of the process. While there is considerably less margin on an $1,800 Navi, it is a gateway drug to a fully accessorized Goldwing down the road. Certainly the global success of the Grom would indicate that it is okay to get small once in awhile… and it is even street legal in some states. Still don’t think it is okay to get small? Well, excuse me! BTW the “Excuse Me” comedy bit from Let’s Get Small went on to become a national catchphrase. The album went platinum, peaked at No. 10

With an $1,807 MSRP, there was already a waiting list for the Navi even before the pandemic pushed deliveries back this spring. And it isn’t just bargain hunters or entry level riders… We know of a number of seasoned industry folks who are still waiting for theirs, in fact. Certainly the aftermarket has noticed the potential as everyone from Icon to Vance & Hines has announced trick bits of kit for the new Navi. Cover dealer Steady Garage already had 100 accessories in stock the day of the press launch! What isn’t getting any smaller is the rising cost of gas. With the threat of $10 a gallon petrol looming in Southern California and national fuel prices jumping 3.90% - higher than the global average of 2.86% in the past week alone, concepts like last mile mobility and getting small might just be ideas whose time has come? Priced within reach of most commuters the Navi is charting a new course for a big OEM… and some in the aftermarket are following its progress. “The Navi is a dependable way to get around town and it is also more convenient than public transportation or carpooling,” says my friend Colin Miller from Honda. I will add it is a heck of a lot more fun than public transit, too! “There’s never been a better way for new riders to discover just how enjoyable, convenient and practical motorcycling can be,” concludes Colin. Who knew Steve Martin was such a visionary?

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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cool! Mr. Motorcycle right there where I was. Vic Longmire Via YouTube

RIDE REPORT I want to thank the MIC for featuring Kavich Reynolds Productions in a recent Member Spotlight in the Ride Report and shining a light on our company for the many successful partnering outcomes accomplished over the years. We have survived and thrived during the pandemic, adapting to a complete makeover in the way video and live event productions are being conceived and executed. Here’s a quote from Dennis McNeal, former MIC chair and top executive at Yamaha Motor Corporation: “Whether you are communicating to employees, business partners, the media or consumers, you won’t find a better team to position your brand and communicate your vision.”

GODSPEED JUNIOR! Thanks for everything! The Vale article was great! I’ve always like reading Dealernews. Thanks for your efforts! Keep up the good work! If you need our help on anything we are always here to help. Mike Dreyer Dreyer Honda Indianapolis, IN Junior’s send off is in the February issue, in fast company with fellow industry icon Preston Petty. Godspeed to a pair of legends! https://issuu.com/dealernews/docs/issue_2_ february/86

Dennis “Ketchup” Cox Via Facebook

I would appreciate getting to know more about your company to see if our communication skills and industry knowledge might be a good fit for something you are planning this year. What is your greatest challenge now that business is coming back?

P.S. Oops My mistake, sir. I “assumed” he was being named “Dealer Of The Decade” which of course made an ass out of U and me! I see now that it was a reference to when Motorcyclist name him “Motorcyclist Of The Century” Just saying, Ketch

Thanks again to the MIC and “let the good times roll!” All the best, John Reynolds, Partner Kavich Reynolds Productions www.kavichreynolds.com The Motorcycle Industry Council’s RideReport is a weekly powersports email update about MIC’s activities and initiatives, with an occasional call to action as the organization works to protect and preserve our industry. RideReport is open to everyone, but only MIC members can access additional information, downloads and more. If the monthly Ride Report recap Dealernews provides isn’t enough, sign up for the weekly reports straight from the source here: https://mailchi.mp/11fa39907daf/6ryox011tw

MORE MALCOLM! Why wasn’t Malcolm Smith featured on your cover of the magazine? Just wondering why the “Dealer of the Decade” did not make that issue’s cover. I have been in the Moto publishing business my whole life (40+ years) at various motosport magazines and do not know how that could happen? Just my opinion.

MALCOLM SMITH SIGHTING! I saw where you posted that it was Malcolm Smith’s birthday on March 9. Happy Birthday Malcolm! I met Malcolm years ago at an Iron Man Poker Run near Vantage, Washington. He was so cool. I rode a 1983 CR 500 Husky 4 speed. He rode a KTM. He flew up a boulder strewn hill where a bunch of people were crashing. He looked at me as I fought the hill and blew past like he was on a paved road. Then he waited a moment at the top. I made it and he disappeared into the desert so fast I could barely see his dust as I watched... it was really odd how fast he goes. Later I took a photo with him and got an autograph. So

No harm, no foul, Ketch. We would love to have a print issue with Malcolm on the cover every month! For the record, we have had Malcolm on the cover a number of times over the years, including when he was the Dealernews Top 100 Grand Prize winner in 2009 and ace photographer Joe Bonnello shot him sitting on the porch, which Mitch Boehm later used for Malcolm’s autobiography. He was in the magazine back in the old K&N building days going back 50 years. Most recently, he was just on the cover with Joyce, Ashley and Alexander when Malcolm Smith Motorsports added Ducati in September: https://issuu.com/ dealernews/docs/issue_9_september As for that photo on the social media posts, it was simply a shot we had handy from the TrailBlazers a couple years ago and it was the last print issue Dealernews produced.

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

RUMBLEON CLOSES ON FREEDOM POWERSPORTS

Billed as “the nation’s first technology-based omnichannel powersports platform,” RumbleOn has completed its acquisition of Freedom Powersports. Kevin Lackey, formerly Freedom’s CEO, joins the RumbleOn management team at its Irving, Texas HQ as the President of Retail for all Freedom locations (Freedom has 15 franchises and 13 retail locations in Texas, Georgia and Alabama). This addition expands RumbleOn’s national presence to more than 55 locations. “We are transforming the powersports industry and remain singularly focused on offering unparalleled choice and unmatched experience to our customers both online and in our retail locations,” claims Marshall Chesrown, RumbleOn’s Founder and CEO. “Adding Freedom to our portfolio further strengthens our consumer offering, expands our national footprint, and deepens our leadership position in powersports. We are more excited than ever about our future and are thrilled to officially welcome the Freedom team to the RumbleOn family.” Lackey adds, “RumbleOn is reimagining and rebuilding the customer experience within the powersports industry. The company has already demonstrated the use of innovative technology to drive scale efficiencies across the entire value chain. On behalf of the entire Freedom team, we are thrilled to join RumbleOn on its mission to transform the powersports industry.” Daniel Arriaga, an operational executive at Freedom, has been appointed Regional Director of all Freedom retail locations, reporting to Lackey. In his new role, Arriaga will continue to lead daily operations for Freedom and round out the Company’s recently announced regional management structure. Freedom has a history of unit growth, revenue expansion and EBITDA profitability. Freedom recorded over $220.0 million of revenue and over $25.0 million of adjusted EBITDA for 2021 (unaudited). RumbleOn also affirmed its prior revised pro forma combined company revenue outlook of $1.55 billion to $1.60 billion, and adjusted EBITDA outlook of $115.0 million to $120.0 million for full year 2021.

AMERICAN MOTORCYCLIST ASSOCIATION, CANADIAN MOTORCYCLE ASSOCIATION & FIM - FÉDÉRATION INTERNATIONALE DE MOTOCYCLISME CONCURRENCE

On March 5, 2022, the Board of Directors of the Fédération Internationale de Motocyclisme (FIM) announced its condemnation of the Russian invasion of Ukraine and its decision to suspend the Motorcycle Federation of Russia (MFR) and the Belarusian Federation of Motorcycle Sport (BFMS) as a result. The FIM Board also recommended that all affiliated members of the FIM and FIM Continental Unions take similar action. In keeping with this decision and the FIM Board’s recommendation, the Board of Directors of FIM North America unanimously concurred with the FIM Board’s action and will honor its request by prohibiting riders from the Russian and Belarusian motorcycle federations from participating in FIM North America activities. Consistent with this action, riders from these federations will also be prohibited from participation in the activities of both FIM North America member federations, the Canadian Motorcycle Association and the American Motorcyclist Association. Riders are typically required to secure start permissions from their home federations to race in a foreign country or be released from their home federations to the federation of the country hosting the event. Since the rights and privileges of the Russian and Belarusian federations have been suspended by the FIM, neither can grant a start permission nor provide a release. As a practical matter, riders from those federations are already prohibited from riding in other countries by the original FIM action.

customers begin their purchase journey online and Cycle Trader is helping to amplify the Yamaha dealer presence in this arena.” “The success of dealers is at the core of our business,” claims Nicole Schantz, Vice President of OEM and Strategic Partnerships at Trader Interactive. “This agreement with Yamaha will allow our clients to focus on managing their business while we support marketing their brand.”

CYCLE TRADER TEAMS WITH YAMAHA DEALERS

Cycle Trader announces an agreement with Yamaha to assist dealers with a dynamic marketing campaign just in time for the busy buying season. Aimed at expanding brand recognition, gaining exposure for their units and driving leads more affordably through Cycle Trader’s marketing solutions… and it seems to be working. Yamaha dealers utilizing the program thus far have seen 28% more search result page views. “We want our dealers to spend their co-op dollars effectively and efficiently,” explains Martin Vivanco, Dealer Network Strategy Manager for Yamaha Motorsports Group. “Cycle Trader is providing our dealers with options that meet these goals. Most

This co-op is a powerhouse in large part due to Cycle Trader’s spot as a marketplace leader providing a suite of dealer services, including: • Largest audience of qualified buyers with 1 in 4 site-generated leads turning into buyers • Top-notch lead enrichment programs • A seasoned co-op team to guide the journey • A hands-off co-op submission process In addition to experiencing a 28% increase in page views as a result of co-op partnerships with Cycle Trader, Yamaha dealers utilizing the program thus far have seen 43% more vehicle detail page views per listing, and a 14% increase in email leads. To learn more on how you can leverage this program to your advantage, visit: https://go.cycletrader.com/yamaha Continued on page 14

Continued from page 13

DEALER NEWS:

MOMS Family Grows MOM’s Day came early as the family-owned leader in New England powersports dealerships added two new stores to its family of dealerships and rang in the new year with the acquisition of Enfield Motorsports in Enfield, CT and Valley Motorsports in Northampton, MA. Founded in 1973 as Motorcycles of Manchester, MOMS added the established operations to its existing network of seven dealerships in New Hampshire and Massachusetts. Like MOMS, both Enfield Motorsports and Valley Motorsports have been family owned and operated businesses that developed outstanding relationships with customers over 50 years in business. “Dealership founders Bruce and Shirley Miller earned their excellent reputation with great customer service and community involvement over the years,” says MOMS President Joel Wheeler. “Their children ensured that Enfield Motorsports has remained a top choice among the region’s riders, and we are honored to take over for Dale and Diane as they ease into retirement.” Wheeler added the dealership’s existing sales, service and parts department staffs will stay onboard. Pending OEM approval, the store continues as MOMS Enfield in its existing facility. Jerry Randall and John Schieffelin founded Valley Motorsports in 1973, and Randall and his family have delivered the dealership’s legendary customer service in recent years. “It is the support of this community, our loyal customers, and employees that have made our business a success,” said Randall. “I am grateful to all of you that I’ve had the honor to know over the years… It was important to me that my life’s work and passion for powersports would be carried on after my retirement. I am confident that the MOMS dealership group is the right choice to continue as the enthusiast-oriented dealership we’ve always been. They will provide the same excellent customer service.” Wheeler added MOMS will retain the dealership’s personnel to ensure continuity and a smooth ownership transition.

DUCATI CLOSES BOOKS ON 2021

Conceding that the pandemic problems, supply chain issues and now the conflict in Ukraine has called for extraordinary measures, Ducati CEO Claudio Domenicali reported the best revenues and operating profit in company history. Ducati delivered 59,447 motorcycles to dealers around the globe, a 24% increase over 2020 (48,042) and +12% over 2019 (53,183). This accounted for record revenues € 878 million, up 30% over 2020 and +23% over 2019. “It is difficult to comment on the economic results without taking into account the ongoing conflict in Ukraine,” said Domenicalli. “I really hope that the hostilities will come to an end as soon as possible, with a cessation of violence and a return to diplomacy to resolve disputes. We come from an already particularly complex year, during which, like all players in the production industry, we have faced difficulties related to the ongoing supply crisis. “However, thanks to great flexibility and constant dialogue with our partners and the trade union, at Ducati we were able to satisfy a record number of passionate customers, while also achieving excellent numbers on financial performance. These achievements are the outcome of a team effort that has involved every single employee working at Ducati in Borgo Panigale, in the subsidiaries and in the dealerships all over the world, as well as a select group of high quality suppliers. I want to thank all of them for their passion and commitment, as well as all the Ducatisti who have put their trust in us by choosing our bikes.” He believes these positive results were facilitated by retail expansion. Ducati opened 84 new dealerships in key locations, contributing to the extension of a global sales network that now numbers more than 790 dealers in over 90 countries.

Under Investcorp, Dainese more than doubled its sales to over $275 million and increased EBITDA at a double-digit rate each year. During Investcorp’s ownership, Dainese evolved from an Italian product-focused business into the global standard for dynamic sport protection. “Six years ago when we invested in Dainese, the founder Lino Dainese said he wanted a partner that shares his passion and ambition for his company,” explains Hazem Ben-Gacem, Co-Chief Executive Officer at Investcorp. “It’s satisfying to know that Investcorp has been that partner to Dainese, and under our leadership we facilitated EBITDA growth of more than five times and created a business well positioned for continued success.”

DAINESE DIVESTED

Speaking of iconic Italian brands, parent company Investcorp, a leading global manager of alternative investment products, has sold Dainese SpA to global investment firm Carlyle (NASDAQ: CG) for an enterprise value of more than $690 million. Taking a step back, Investcorp acquired Dainese in January 2015 from its founder Lino Dainese a bit over a year ago. Dainese got the boot brand TCX to complete its head-to-toe protective gear portfolio.

Nicola Ferraris, Managing Director at Investcorp’s European Private Equity group, added: “In 2015 we saw the opportunity to transform a strong brand and a product-led organization into a global platform, by professionalizing the business, driving organic international expansion and carrying out add-on acquisitions. It was an immense pleasure working with the Dainese leadership and we wish Cristiano and his team continued success in their next phase of growth.” “Investcorp has been a true partner to us over the last seven years supporting the transformation of Dainese which is now in great shape for further international expansion,” concludes Cristiano Silei, CEO of Dainese.

Coverage for over 30 brands including Harley, Indian, Ducati, BMW, Triumph, CanAm , Polaris and many, many more! The MOTO Pro is a comprehensive, full-functionality scan tool for motorcycles and recreational vehicles. With today’s modern motorcycles having computer systems controlling not only the engine, but brakes, transmissions and much more, it is now imperative to have a scan tool that can access these systems and make diagnostics and repair much faster. The MOTO Pro covers all major manufacturers from Europe, Asia and North America. Furthermore, PWC, or personal watercraft is also covered, as are recreational vehicles, such as ATVs and Side-by-Sides.

Brought To You By MotorcycleIndustryJobs.com

National Powersport Auctions promotes a pair of pros: First, Austin Robinson who has been with the auction house for the past 13 years and has worked in most roles with the operations team at NPA San Diego is now the new general operations manager of its Sacramento facility. Robinson will be responsible for all day-to-day operations along with the growth and leadership of the NPA Sacramento team. “I look forward to this new adventure with NPA and moving to Sacramento,” says Robinson. “I enjoy working with and being surrounded by motorcycles and a diverse team that is always willing to help one another. This new position provides me with the ability to work with a great team and build new relationships with dealers and clients.” VP of Operations Jeff Kinney adds. “We are very excited to have Austin transfer to our NPA Sacramento location. Austin has worked his way through the ranks, starting as a condition report (CR) writer, became a factory production manager and then CR manager for all locations. He has proven himself through hard work and dedication while having integrity and a strong character.”

Back in the saddle: NPA has a new shot caller in Cincinnati facility. Mark Knollman is the new General Operations Manager and will be responsible for all day-to-day operations along with the growth and leadership of the NPA Cincinnati team. “We are very excited to welcome Mark back to the NPA team, and eager to see what he’s able to accomplish at our Cincinnati facility,” says VP of Operations Jeff Kinney. “Mark is passionate about powersports, which is a huge bonus, but he also understands what it takes to run a facility and grow and manage a solid team of people. He has a positive attitude, and I’m confident he will be successful in this new role.” Actually, Knollman is no stranger to NPA, having worked in the original Cincy operation in years past. “I worked with NPA for seven years, starting as a Condition Report writer, so I am excited to be back on the team in this new management role,” he adds. “I am looking forward to helping steer Cincinnati back to a place that dealers look forward to coming to and that our employees are excited to show up to work for in the morning.” Preview inventory at www.NPAuctions.com

Feld Entertainment, Inc. has promoted Dave Prater to Vice President of Supercross, where he will oversee the Monster Energy AMA Supercross Championship. In his new role, Prater will be responsible for the supervision and growth of the global brand. Since joining Supercross as Director of Operations in 2000, Prater has contributed tremendously to the operation and expansion of the industry. “In particular, he has demonstrated excellent leadership over the last two years as Supercross was the first sport to complete its season through the unprecedented circumstances of the pandemic,” according to Feld. In the years since Feld Entertainment purchased Supercross in 2008, Prater has been instrumental in several changes, including a revamped points structure, the introduction of the Triple Crown race format, the expansion of the Dave Coombs, Sr. East/West Showdown events, Supercross Futures, the Monster Energy Cup and the move to NBC Sports.

Arrowhead Engineered Products, parent company to All Balls Racing Group, Western Power Sports and Stens, among other brands, congratulates Chera Gibb on her recent promotion to Senior Vice President of Marketing for North America. “Chera joined the company just over a year ago and has elevated the marketing function to support complex dynamics of Arrowhead’s multi-brand, multi-channel global ecosystem,” notes Travis Springsteen, President, North America. “Her collaborative and customer-focused strategic planning efforts have been instrumental to our increased sales. The Arrowhead team looks forward to greater success in working with Chera.”

Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 18

New look for The Motor Company? “Join me in welcoming Erica Bullard as SVP of Apparel & Licensing and Louise Goldin as Creative Director,” said Jochen Zeitz, Chairman, President and CEO, Harley-Davidson. “We are pleased to have Erica and Louise on the team as we increase our focus on growing Harley-Davidson’s business, drawing from our 119-year heritage as one of the most desirable lifestyle brands that defines moto-culture in America and around the world. As one of the most iconic brands in the world, the potential to grow our overall Apparel and Licensing business is significant and is one of the core pillars of our Hardwire strategy.” The announcement coincided with the strategic renaming of Harley-Davidson’s “General Merchandise” (GM) function to ‘Apparel & Licensing” (A&L). This newly created function will leverage Harley-Davidson’s recently opened creative studio in Tribeca, NYC, in addition to Harley’s design studio in Milwaukee.

Former Nike exec Erica Bullard is now SVP Apparel & Licensing for HarleyDavidson: “Erica brings decades of experience from within the apparel industry, with a demonstrable track record of leading and growing

businesses and strategic regions” claimed CEO Jochen Zeitz. In this newly created role, reporting directly to Zeitz, Bullard will lead the global apparel and licensing business for the brand. “There are few brands as iconic as HarleyDavidson, a brand built on a unique combination of authenticity, adventure and self-expression,” noted Bullard. “I am excited to extend the brand through apparel and invite new and existing consumers around the globe to the Harley-Davidson community.”

New York City? Louise Goldin is Harley’s new Creative Director and heading the studio and design teams in HarleyDavidson’s recently opened creative studio in New York City. Karen Davidson, the company’s former longtime creative director and granddaughter of Harley-Davidson cofounder William A. Davidson, will continue to play an ambassadorial role. “Louise is a true creative with a proven track record in designing and building some of the world’s most desirable brands,” said CEO Jochen Zeitz. “I feel a deep connection between Harley-Davidson’s design language and my own DNA as a designer,” said Goldin. “I’m inspired by the unique combination of engineering, functionality, craftsmanship and soul that lies at the heart of Harley’s iconic heritage and brand aesthetic. My goal is to work that spirit and purpose into new pieces that will carry the brand forward into the future.” A graduate of Central Saint Martins School of Art & Design, Goldin has shown her eponymous collection on runways in London and New York and between 2011 and 2018, she worked closely with Kanye West on the creation of his line, Yeezy.

Shocker! Sean Delshadi hit the brakes on Performance Machine and is now Marketing Director for Italian suspension specialists Bitubo S.R.L. “I have worked on integrated campaigns for major brands in the motorcycle industry such as Performance Machine, Progressive Suspension, Burly Brand and a few others that have been recognized with several successes and awards during my career,” including the past five years as PM’s Brand Manager. Until recently, I led marketing for the Powerhouse Group, owned by (MAG) Motorsports Aftermarket Group, which manages several manufacturers in the custom aftermarket motorcycle industry. Successes included creating a social media and online advertising campaign that generated enormous media buzz and was key to the successful launch of relatable lines of products that are cornerstones of the brand today.

Who knew Dakota was par t of Oklahoma? Actually Dakota Doughty is the newest Parts Unlimited road rep for the Southwest region covering Oklahoma. His industry experience includes sales at the dealer level as well as 15 years of racing motocross and riding off-road. Doughty’s current ride is a 2020 KX450. In his spare time, Dakota enjoys riding his dirtbike and spending time camping with his family where the wind blows.

STEADY DOES IT!

Thinking Small Leads To Big Business

hen American Honda wanted to make a big splash with the Grom press launch in 2020, the only choice was small-minded folks at Steady Garage! A group of three gear heads got together and launched their little business with some big ideas back in the Fall of 2012 (see “Story Time” sidebar). Fast forward to the fall 2021 introduction of the Navi — once again Honda turned to the experts to host the launch and provide some aftermarket inspiration of what the newest mini-moto machine could become. Steady was ready, willing and more than willing to create the project bike on the cover… and slot in nearly 100 accessories for the launch.

“Derived from the minds and hands of true gear-head aficionados, Steady Garage is established with the commitment in bringing you professional services and products that will satisfy your wants and needs,” explains Web/Media Director Duy Nguyen. Together with partners Kevin Dunn (Technical Director) and Francis Clemente (Art/Creative Director), the trio decided to pursue their passion, build some truly unique bikes and create an authentic brand in the process. Creative Director Clemente feels the aesthetic follows their basic beliefs to this day. “The personality of Steady Garage is simple; build what you want and love… then ride the wheels off it!” READY, STEADY, GO! Although Dealernews got its first look at Steady Garage during the Grom launch at their new digs in the shadow of Irwindale Raceway https://issuu.com/dealernews/ docs/issue_10_october/24, the boys began by raising a ruckus with the Honda Ruckus. An odd hybrid of a scooter/top fuel dragster, the Ruckus developed a cultlike following around the world. Reflashed ignitions, performance pipes and a host of trickery was available around the word… except in the U.S., that is. Enter Steady Garage.

“The number one source and your first choice for all things mini-moto,” he adds. “Here at Steady Garage we carry all the parts you need for your motorcycle or scooter (Grom, Z125, Ruckus) whether it’s an exhaust,

clutch, grips, sprocket, tires, wheels, chains or headlights from all your favorite brands including Honda, aRacer, Koso, Chimera, Brembo, Yoshimura and many more. “We’re proud to say we have the most inventory around and are always stocked up with the newest and latest stuff. If you heard of it, we probably carry it.”

“Over the years we’ve built our reputation as the go-to shop for moto-lovers worldwide by maintaining Steady’s standard of excellence. From the work on our custom builds for companies such as Honda and Yoshimura to servicing the needs of our customers daily, our attention to detail and technical know-how come second to none. From the design process all the way to the engineering and final execution, we leave no stones unturned… aspiring for a certain refinement in quality that comes with 14+ years of experience.” Even the Steady crew admits to being a bit over the top at times. “Our love for the culture is undeniable… borderline obsessive. Whether through putting on our own events or supporting local community rides, our goal to service the riders has never changed. We support the brands, shops and dealers alike. Focus on the little things, and mini-motos seems to be working. “People come to us because we’re constantly striving to innovate, testing and scavenging for new parts and providing technical knowledge to further grow your love for the sport,” concludes Clemente. “Let’s do it till the wheels fall off!” In fact, Steady Garage has been a mini-moro movement trailblazer from the beginning. “In this increasingly digital world, the preservation of gasoline culture and our commitment to the community at large remain our sole priorities. We’re here to give you guys the support and knowledge needed to kickstart your dream builds, providing inspiration to the next generation to keep riding and pushing!

861 Meridian St Duarte, CA 91010 Phone: (626) 509-9571 / 626-531-6339 support@steadygarage.com www.steadygarage.com

MARCH 2022

STORY TIME By Kevin Dunn

ate Autumn 2012, Francis, Duy and I met together to brainstorm and to exchange our individual ideas, visions and goals. The three of us aimed to create an endeavor that will fulfill our goals to build a successful independent company. After many weeks of nightly meeting in the frigid backyard of Francis’ house or crowding up our living rooms, somewhere between beers, hookah and music, we drafted a plan in hopes that it will lead us somewhere. We understood that it will take more than just hard work to reach our goals, especially with limited resources. All we had was our youth, dedication and the desire to do whatever possible to ‘make it work.’ Shortly after the three of us committed to a plan, we knew that this project would be a journey… and we have absolutely no clue what to expect… …of course, nothing ever goes as intended. A few friends and family members joined the team after hearing about our project. There were conditions, but we needed all the help and resources that we could get. Before we knew it, we had a 6 member team. Originally, we were going to acquire a small office space next to Francis’ house, however more people meant we needed a larger space. Ultimately the space would be the future home of Steady Garage. We scoured all around San Gabriel Valley searching high and low for our new home.

After coming up short many times and losing hope, we couldn’t afford to be picky anymore. We almost settled for an un-ideal location just to get started. A day before signing the lease, we decided to take a last look around an industrial area by our neighborhood. Our plan was to drive through street-by-street looking for availability signs until we are out of the industrial areas. We came across the first sign and called the number. Within 20 minutes, an agent shows up and allowed us into a building. The moment we stepped inside and looked outward, everything felt right; it felt like “home.” December 2012, right after we received the keys, we began to work quickly. Long days turned into longer nights, it was our home away from home. Together we worked and did our best to build our dream shop for Steady Garage. We did whatever we could to utilize the work space and ran additional electrical and plumbing to better suit us. For two years, Suite F was our home base, we never once took a break. Sometimes we begin to wonder, whether or not we’ve created a monster. Thanks to everyone who has supported us from the beginning and for believing in us. It’s been quite a journey and we are excited to see what the future will bring. A very big thank you to Chuck, Hannah, Peter Heng, Dillon, Ray, Duy, Francis, Jessica, Yvonne, Jimmy, Christine, Wiljai, Anthony, Joe, the tea guy, Ted, Linda, Stephen, Peter Ngo, HM, and our family/friends that lent us their hands and back to help move during any of the times!

the rider’s legs straddling the fuel tank and their feet placed on side-mounted pegs, rather than the scooter-style stepthrough/floorboard design of the Ruckus. The rear brake is actuated by a foot lever on the right, as opposed to a left hand-lever as with scooters.” That said, the engine is located at the rear like a scooter, freeing up space in front of the seat for a convenient, lockable storage pod. Perfect for tooling around Back Bay and Balboa Island or strapping onto the bumper of an RV. “Small, accessible, enjoyable and priced extremely competitively, the Navi appeals to a wide range of customers, especially those just learning to ride,” added Miller. However the seasoned moto-journalists at the press launch seemed to be having a hoot with the little Honda, too.

NAVI LAUNCHES

Mini-Moto Movement Expands By Gus Stewart Photos By Drew Ruiz

orget Flight Of The Navigator for a feel-good story that appeals to people of all ages, the launch of Honda’s new Navi is set to navigate new markets for Honda dealers and aftermarket innovators like Steady Garage! Blurring the lines between a scooter and a motorcycle and fitting in the middle of its own cult classics Ruckus and Grom, the Navi is tough to pigeonhole, but Honda believes it will have some real appeal. “From the original Cub to the Grom, Honda has a proud legacy of producing miniMOTO models that open doors to new riders, and the Navi is set to extend that trend even further,” explained Brandon Wilson, Sports & Experiential Manager at American Honda, during the press launch ride around Newport Beach, California. “This miniMOTO checks all the boxes for new riders, like simple operation, a fun design, low operating costs and Honda reliability – all for well under $2,000. We’re pleased to make motorcycling possible for more riders by offering the Navi in the U.S.” The twist-and-go approach of an automatic seems to appeal to scooter customers in India — which surpassed China as the #1 powered two wheel market in the world a couple of years ago — when it rolled out in 2016. However Honda has shifted allocation of the 2022 Navi to the U.S. because of the potential they see here. With the prospect of $10 gallon gas looming on the horizon, this course correction makes sense. Delivering a claimed 110.3 miles per gallon, range is right around 100 miles from the .9 gallon tank… even when twisting the throttle to the stops at every opportunity like a bunch of junior hooligans! Between the Ruckus, but with a bit more beans (110cc) and even more ease of use than the Grom, Honda sees the Navi’s sweet spot as U.S. customers. “Scooters have historically been a tough sell in the U.S.,” admits Honda’s Colin Miller. “So the Navi was designed with a motorcycle look and feel, with

“The model has a fuel-efficient, user-friendly 110cc engine and an automatic transmission – so no shift lever or clutch lever,” noted Wilson. “The look is sporty and fun, and the seat has a low, 30.1 inch height, so most riders can touch the ground with both feet. The combination is a bike that’s nimble for navigating city traffic, easy to carry on an RV bumper rack and lightweight to simplify maneuvering into tight parking spots.” Speaking of light weight, the little Honda tips the scales at 236 lbs, with a full load of fuel! For the pundits predicting Navi will only cannibalize existing Grom sales… there would appear to be some meat on the bone. For the record, Honda sold around 15.1 million motorcycles worldwide in the 2021 fiscal year. Of that big number, the little Grom has been Honda’s top selling streetbike in the U.S. and nearly 800,000 have been sold globally since it was introduced in 2014. With an $1,807 MSRP, there was already a waiting list for the Navi even before the pandemic pushed deliveries back this spring. And it isn’t just bargain hunters or entry level riders… We know of a number of seasoned industry folks who are still waiting for theirs, in fact. Certainly the aftermarket has noticed the potential as everyone from Icon to Vance & Hines has announced trick bits of kit for the new Navi. Cover dealer Steady Garage already had 100 accessories in stock the day of the press launch!

“The Navi is within reach of almost any customer – especially when one considers the long maintenance intervals — every 2,500 miles for oil changes and every 10,000 miles for air-filter replacement, for example. With Honda’s proven quality and reliability, the Navi is a dependable way to get around town and it is also more convenient than public transportation or carpooling,” Miller pointed out. We will add it is a heck of a lot more fun than public transit, too! “There’s never been a better way for new riders to discover just how enjoyable, convenient and practical motorcycling can be,” concludes Miller.

WHAT THEY SAID Will the Navi be the icebreaker that finally brings small-displacement machines into the American urban transportation mainstream? Looking at it from a financial standpoint compared to using public transportation or rideshare apps for a month, owning a Navi compares favorably even when factoring in registration and insurance… It not only significantly undercuts the $2K price barrier, it’s also cheaper than the sea of scooter competition out there. Any scooters that can compete with the Navi’s price can’t come anywhere near the build quality and established dealer/parts network of a Honda. ~ Kent Kunitsugu, Cycle World Look, don’t shoot me. I’m just the messenger. I was as excited as you were to hear about an honest-to-God-under-$2,000 brand new motorcycle I could buy with a warranty and dealer support. And after that, I showed it to everyone I know who’s even remotely interested in bikes. No one cared. I’m sure Honda will sell some as pit bikes and to beginners, but those sales are almost certainly going to be cannibalistic, eating into the Grom’s share. This will be bought in America by the well heeled as a fifth motorcycle, not as primary transport by a starving college kid. Good luck and best wishes to Honda. My guess is that about 5,000 to 10,000 people will write a check for one of these in the first year in the U.S. market. And it will mainly be irrelevant. ~ Lemmy, Common Thread This is a rather unique machine in that it straddles the divide between motorcycles and scooterdom. People familiar with the brand will know what I mean when I say that it looks like the love child of Honda’s own Ruckus scooter and its Grom pit-bike model. Now there’s a picture you’ll never get out of your head. Too bad it’s kind of on the slow side, but perhaps Honda will come out with a repowered version that can tackle the 55 mph roads in the foreseeable future (wink nudge). ~ TJ Hinton, Top Speed Take a look at your city, and chances are you’ll have a raft of transportation options on the table. Rideshare apps, e-scooters, and much more are all available within a few taps on a smartphone but could end up costing more than Navi’s MSRP in the long run. Heck, most e-bikes far exceed the MSRP we’re working with on the Navi, and you won’t have to wait hours to refill the proverbial tank. Those looking for a cheap way to commute locally can turn to something like the Navi with confidence, as it handles well, is ridiculously user-friendly, and, above all, doesn’t break the bank. ~ Nic de Sena, Ultimate Motorcycling

“Not taking the step to leave my first dealership when I had an opportunity to change jobs… I was too scared to stick my neck out there and give it a shot.” — Rob Miller, GM Laconia Harley-Davidson

George Wunschel “Not having the “courage of my convictions” on several occasions.” — George Wunschel, Service Advisor, Bergen County Harley

MORE WHISPERED WISDOM

Ageless Advice from Those Who have Done It By Mark Rodgers

he knowledge passed from a successful seasoned veteran is often referred to as “whispered wisdom.” Those few words, those guiding ideas, can see you through the trials and travails of your career. We surveyed 35 motorcycle industry veterans with 10 or more years of dealership success. They were not just punching their timeclock but making real contributions to the industry.

Judi Almeida “Dealing with BAD people, and not getting rid of them sooner. “ — Judi Almeida, Harley-Davison of Scottsdale

In Part 1, we asked about some of their successes. If you missed that, click here: https://issuu.com/dealernews/docs/issue_12_december/20 This time we asked about mistakes! What would you tell your younger self if you could go back in time? We asked them about their career perspectives and their advice and guidance for others. What follows is 775 years’ worth of accumulated advice and guidance… of what NOT to do! Here’s what they had to say: What Is Your Biggest Professional Regret? “Not taking another risk and moving somewhere for more career growth.” — Jolene Krizan, GM Mad River HarleyDavidson

Scott Gundle “I don’t have any regrets; I look at regrets as a steppingstone to learn from and move on.” — Scott Gundle, GM HarleyDavidson of Durham “Not creating more time to help train and assist other employees in reaching their work and financial goals.” — Dustin Hughes, GSM Thunderbird Harley-Davidson

Matt Minton “Not pushing myself to grow faster in my earlier years in the industry.” — Matt Minton, Sales Manager Harley-Davidson of Frederick

Sterling Taber “Not being more aggressive with my personal goals. Staying at dealerships fighting battles that I would never win. Not finding a way to get my own dealership.” — Sterling Taber, General Manager Coziahr Harley-Davidson

Tom Brenen “I have given up on some employees.” — Tom Brenden, GM Apols Harley-Davidson “Not buying my own dealership.” — BT Bryan O’Dougherty, Business Manager Renegade Harley-Davidson

Scott Milks “Mixing personal life with work… Dating a staff member.” — Scott Milks, GSM Capital Harley-Davidson “Only focusing on one brand.” — JT Horn, Parts Manager The Ranch

Charlie Madsen “I’ve lashed out at people rather than guiding them.” — Charlie Madsen, Sales Manager Woodstock Harley-Davidson

Josh bebeau “Not pushing myself in the early stages /mid-stages of my career to be a sales manager sooner. Being afraid that I could fail or get chopped. The hindsight of that is also that those may not have been the right organizations.” — Josh Bebeau, GM Wild Prairie Harley-Davidson

Continued on page 30 Evan Noel “Trying far too long to control that which I cannot.” — Evan Noel, GM Harley-Davidson of Bowling Green

MARCH 2022

Continued from page 29

What advice would you give to new people entering the business?

David Nemecek “Be committed. It seems this generation would rather walk away from a problem than fix it.” — David Nemecek, Sales Manager, Conrad’s Harley-Davidson David Pearson “Learn everything you can. Join a 20 Club, track your success (and failures), and remember that people are the most important asset you have. How you treat them will set the stage for how they treat each other and the customers they interface with.” — David Pearson, National Powersports Dealer Association

“Learn, learn, learn, never stop learning! And know, we are all “Salesmen,” whether we are selling a bike, service, parts, MotorClothes or ourselves, we are all in sales!” — Peggy Santiago, GM Miami Harley-Davidson North Dade “Learn to ask for career mapping twice a year, or at the very least once a year. From the GM to every single employee.” — Jason Boever, Regional GM Windy City Group

“Don’t be greedy, and don’t be lazy. Long-term success comes from the customer being happy and the dealership being profitable. Spend adequate time on both.” — Jolene Krizan, GM Mad River Harley-Davidson “Dive headfirst into the deep end of the training pool; there is nothing you can do that will earn you more money and more sales. Role-playing with your peers or managers is probably the one training that is the most important.” — Rob Miller, GM Laconia Harley-Davidson “Be straightforward, honest, transparent. Empathize. Go “ugly early” and work together to solve concerns.” — George Wunschel, Service Advisor Bergen County Harley-Davidson “Smile and make it fun. Make customers feel at home.” — Judi Almeida, Harley-Davison of Scottsdale

Jason Taylor “Be yourself, learn the product, learn the process. Trust the fundamentals of sales at the end of the day. They will never let you down!” — Jason Taylor, Harley-Davidson Tier One Events

“Control your expenses and keep your overhead under control. Most know how to make money; keeping it is the hard part.” — Jonny Johnston, Sales Manager Lima Harley-Davidson Listen and learn, listen and practice, listen, and apply. Practice all the time, do not be afraid to ask questions, don’t pretend you know everything as there is always someone who knows more than you.” — Scott Gundle, GSM Durham HarleyDavidson “Take notes and move those notes periodically to a journal. Learn the basics, then practice them daily!” — Dustin Hughes, GSM Thunderbird Harley-Davidson “I’ve told every salesperson here that they have an opportunity to build their own business here. I tell them you don’t want the customer to tell their buddy, “You need to go to Apol’s,” and you don’t need them saying, “Hey I know a guy at Apol’s” you need them to say, “you need to go see Bill at Apol’s, He’s the ONLY guy I deal with!” — Tom Brenden, GM Apols HarleyDavidson

Cam Blackstock “Be prepared to work hard. The rewards come to those that put in the time and stick with it. Treat every customer like they are buying a new CVO, even if they are buying a 10-year-old Sportster! After 4-5 years, your pipeline will be so full that you will be primarily working on repeat and referrals!” — Cam Blackstock, Dealer Principal Mountainview HarleyDavidson

“Learn as much as you can, but more importantly, listen and ask questions. We tend to think we know what the customer wants before finishing his sentence. Also, give yourself time, and don’t beat yourself up if you don’t know the answer. There is so much product within H-D whether you are in sales, P&A, or GM. You can’t learn everything overnight.” — Crystal Mundt, GM Harley-Davidson of Madison

First, it, is a great business to be in, so great choice! Find your lane within the business that excites you and fits your personality. If you are “All about the money,” you will probably have a short career. Do what’s right, be loyal and go the extra mile. The pay will come, I assure you.” — Terry Rymer, Black Hills Harley-Davidson What Would You Tell Your Younger Self? I love the question: If you could travel through time and go back and give advice to your younger self, what might that guidance be? I like the thought of time travel, and I like the idea of improving on past mistakes. However, that’s just shortterm reverie. But for the advice from all these experts, you don’t need a time machine. And as a matter of fact, it doesn’t matter if you are in the beginning, middle, or the latter parts of your career; this guidance still holds.

Chuck Bell “You only have so much time on this earth. Don’t waste it!” — Chuck “Dream Maker” Bell, Wolverine Harley-Davidson

So, take a page from their playbook; we all only have so much time: don’t waste it. Now, go sell something will ya?

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 awardwinning speaker, best-selling author, and sought-after 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 Copyright ©2022 by Mark Rodgers. All Rights Reserved. channels or contact him via e-mail: Mark@RodgersPC.com

Dealernews Research By Don Musick

ACE® IS THE PLACE WITH….?

o, not “The Helpful Hardware Folks”. Turns out that its groceries too! In recent years, Ace® has adopted a dualpronged strategy of partnering with independent grocers to add Ace® mini-stores as well as adding groceries to existing Ace® hardware locations. The former “store within a store” approach seems to be gaining momentum with Kroger®, the largest supermarket chain in the country, investigating a potential partnership with Ace® (link). So what about existing Ace® hardware stores… how’s that working out? In the absence of refrigeration equipment, they’re pretty much limited to shelf-stable goods. A quick visit to our neighborhood Ace® website confirms this as shown below. Curiously, the “Food” category is located in the “Home and Décor” department.

In this case, the selection of Food items is pretty limited and stock quantities are almost at one-to-go, one-to-show levels. So is this meant to address customer impulse purchases or provide incremental store income or both? Is the loss of shelf space for “traditional” hardware products offset by a bare-bones Food department? Or is this an example of trying to stuff a square peg into a round hole? THE ROUND HOLES It’s no secret that side x side utility vehicles are the fastest growing segment of the powersports industry. So it’s also no surprise that adjacent industry OEMs would want a piece of the action too. In this article, we’ll take a look at adjacent industries that include agriculture, lawn and garden, construction equipment, golf and grounds and finally material handling. Of the 58 UTV OEMs that we currently profile, 25 fall under these adjacent headings as shown in the tables below.

While some OEMs can be aligned with more than one industry segment, the segment that was most representative of each OEM was selected. A couple of observations from the ‘Manufacturer’ columns. First, the name ‘Textron’ appears in nearly one third (8/25) of the OEMs! Sure, Textron legacy brands do include Jacobsen, Cushman and E-Z-GO but what about the other 5? Prior to the Textron acquisition of Arctic Cat in 2017, Arctic Cat had been implementing a program to expand their UTV footprint by partnering with the CNH companies Case IH and New Holland, but also with eXmark, Toro and Caterpillar. However, Textron/Arctic Cat is not alone in re-branding their products such as Branson sourcing ODEs UTVs, Mahindra with Intimidator, Yanmar with Yamaha, Gravely with Polaris and Bobcat/Husqvarna with Ingersoll Rand. It’s an all-around winwin! An OEM distributes its manufacturing capabilities across other non-competing verticals and they in turn get to tap into new markets without the manufacturing headache. Nothing new in that regard, just take a look at the Powersports industry for examples of rebadge-it is! Nevertheless, some of the OEMs above are charting their own courses (e.g. John Deere, Kubota). If you have any doubt about the bona fides and target markets of these adjacent vertical OEMs, let’s take a closer look at their product offerings. Continued on page 34

MARCH 2022

Continued from page 33

THE SQUARE PEG In the following table, representative UTV samples from each OEM are illustrated. Spoiler Alert! OEM Table entries containing the Ø symbol are members of the ‘Dearly Departed’ Club. As you can see, all of these products are clearly designed to target the mainstream UTV buyer. So by adding UTVs to their existing product lines, are these OEMs mimicking buying a banana and a hammer at an Ace® Hardware store? Are UTVs the square peg to their round holes?

Continued on page 36

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Continued from page 35

I COULD’A BEEN A CONTENDER? Next time we will take a deeper dive into who are the contenders and who were the pretenders! To answer that question, we will take a look at the timeline of when the OEMs threw their hats into the UTV ring. Could be good brands with bad timing, bad brands with bad timing or a combination of why some would-be contenders were knocked out early on. We began mining powersports dealer network data back in 2004, so that seems like a good place to start! Specifically we will focus on the time period spanning 2004 through 2022. Each OEM will be grouped by their assigned segments and listed in alphabetical order. Curious to see when some of should-be champions took a dive? So were we! Not surprisingly, John Deere has enjoyed the longest run of all (19 years). Others, such as Branson Tractor dipped a toe in the UTV waters only to abandon it after 2 seasons. Toro is also worth noting as they offered a UTV called the “Toro Twister” for one season only to jump back in after a two year hiatus. Then they signed off again in 2021, however with their recent acquisition of Intimidator; they’ll likely be back in the ring again...

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

HARDEN & ASSOCIATES

Bringing a Unique Perspective to the Powersports Business

Specializing in Adventure, Dual Sport, Off-Road and EV market segments. Delivering solutions in today’s rapidly evolving marketplace. Over 35 years of senior level executive management experience. • • • • • •

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

INDUCTED 2008

FOUNDER

Scot Harden scot.harden@harden-offroad.com

harden-offroad.com

Dealernews Research By Lenny Sims

PWC MARKET STILL BOUYANT A Rising Tide Floats All Boats

ith the days getting longer, the watercraft industry is on the verge of taking off, so we decided to take a look at the adjacent market results for last year. The good news is that the market remains buoyant, despite the supply chain issues of the past year. In fact, the positive take-away has been a spike in values during the last 12 months. Values in all segments of the marine industry increased throughout 2021, making the year a high- water mark in recent history. Looking at individual segments, the most recent 10 model years of used outboard boat values averaged 30.9% higher in calendar-year 2021 vs. 2020, and 39.6% higher than 2019. Personal watercraft brought 21.1% more money year- over-year, and 28.4% more than 2019.

By way of comparison, the motorcycle industry increases — driven by the same demand and the lack of supply — saw a similar surge in values. The most recent 10 model years of cruisers average 15.2% higher in calendaryear 2021 compared to 2020. Better yet this was 17.7% higher than 2019. Sportbike values saw a bump of 18.2% in 2021… up 23.9% more than 2019! A rising tide does indeed float all boats! With trucker’s strikes and continuing supply chain issues, look for new vehicle shortages here to continue throughout Q1, 2022. Fingers crossed the Feb figures out how to slow the recession and people go back to work as the pandemic restrictions are lifted As we enter the spring selling season, buyers are still searching for scarce inventory and are accustomed to higher pricing. This seller’s market should remain in place until the parts supply returns closer to normal and vacation travel becomes more viable.

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

FEBRUARY ‘22 VS AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE

FEBRUARY AWP IN REVIEW

*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

14% 5%

9% PWC

SIDE X SIDE

ATV

-5% DUAL SPORT

-20%

SPORT

-10%

METRIC CRUISER

10%

SNOWMOBILE

20%

FEBRUARY ‘22 VS FEBRUARY ‘21 AVERAGE WHOLESALE PRICE CHANGE

25%

19%

18%

20% 16%

15% 10%

PWC

ATV

SIDE X SIDE

-10%

-5%

-4%

DUAL SPORT

SNOWMOBILE

20%

SPORT

As the industry races towards the Spring selling season, expect auction pricing and dealer demand to continue climbing over the next 90 days. While the momentum of 2022 may feel different than the prior COVID-inﬂuenced years, many within the industry are anticipating another strong year with solid consumer demand and excitement across the product spectrum.

30%

METRIC CRUISER

New Model Years Arriving With OEMs pushing to get new units into dealerships, inventory remains the primary concern for dealers, lenders and consumers. This has many dealerships focusing on Used inventory to supplement the projected deltas in new unit availability.

40%

DOMESTIC CRUISER

Mileage and Model Age Trending Down In recent months model age and mileage were trending up, but in February we witnessed some shift in the opposite direction. This can be attributed to the source of auction inventory. As lender delinquency remains low and portfolio performance remains at all-time highs, repossession volume (which trends towards later models) has been unseasonably light. With lender volume ticking up through the ﬁrst 60 days 2022 (YoY), some reversal in this trend is expected. Interestingly enough, condition rating in most Off-Road categories in February trended down, reﬂective of higher levels of vehicle usage. Product mix has also shifted slightly since last quarter, with SXSs volume-share increasing and Sport bike dropping slightly over the same period of time.

61%

DOMESTIC CRUISER

Strong February Across Categories On-Road and Off-Road categories both showed strengthening in Average Wholesale Pricing (AWP) in February versus previous months. In the On-Road categories, Domestic and Metric Cruisers both increased (3% and 1% respectively) compared to previous three-month averages. Sport Bikes showed the highest upswing in pricing, increasing by 8% over the previous three-month AWP. Not to be outdone, nearly every major segment in the Off-Road categories increased in AWP, with ATVs (13%) being the most notable.

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DEALER NEWS BEHIND THE SCENES WITH GAIL WORTH Founding Board Member Offers NPDA Update Page 46

A CALL TO ARMS Open Letter To Dealers

Page 44

SPONSOR SNIPPETS

Vendors Step Up

Page 46

Npda update

AN OPEN LETTER TO ALL DEALERS Powersports Dealer, It is our honor to announce to you the new National Powersports Dealer Association (NPDA). We have been hard at work since the beginning of 2020 in its formation. Those early days were full of uncertainty about the future of our businesses, but we knew it was long past time to start up an organization that would stand up for all of us. Our Founding Board Members, along with many other talented and dedicated leaders from our industry shared their experiences. They also passed the hat and contributed more than $60,000 to start this organization. We have grown rapidly gaining hundreds of new members and a significant list of strategic partners. We are putting in the work… and ready to take on more! Our Mission Statement Is simple . . . NPDA empowers franchised and independent Powersports Dealers through special services, products, programs, education and advocacy of Dealer views and concerns to create a professional, successful and profitable industry. We have assembled a massive database that will allow us to know who we serve; to communicate with you regularly and to impress OEMs, lawmakers and regulators with the scope of our collective business. We are working with even more partners who will bring value to you and your businesses. We are building a vast training and education suite exclusively for our members. We have interviewed lobbyists to identify capable and affordable representation in Washington, D.C. Remember, Outdoor Recreation generates $689 Billion and more than 4 Million jobs in the United States.* We have begun exploration with experienced national media firms for the outlines of a potential mass market exposure of all that we have to offer to new entrants to our sport. We are planning a truly objective and verifiable baseline analysis of Dealer Profitability, which will measure our success over the years and provide a fair basis for our conversations with OEMs, regulators and others. And now for the ask… We humbly ask you to do your part to build this organization, join the NPDA today! Become part of growing our industry; keeping Dealers healthy and respected; and serving a customer, who writes all our paychecks. Click Here To Register: https://www.npda.org/join-npda We want to hear from you on what is critical for your business and when you join, you can help direct our path! “Well, I don’t have to join,” you may think . . . “They will still be looking after my interests.” And you would be right! We all know there is strength in numbers and real family in this business. Every single one of our Brother and Sister Dealers needs to join us in order for our collective leadership to once again grow this industry! You can count on us. Can we count on you? Signed, NPDA Founding Board Of Directors *Bureau of Economic Activity numbers show outdoor recreation generates $689 billion in economic output and creates 4.3 million jobs. This is the fourth consecutive year that BEA, an agency of the U.S. Department of Commerce, has released government data on this critical industry sector.

stand with THE WE DO! Bob Kee, Vice Chairman, NPDA Destination Cycle

Kim Harrison, Sec/Treasurer, NPDA Coleman PowerSports

Bob Althoff, Executive Director, NPDA Chairman, Farrow Harley-Davidson

Gail “Harley Chick” Worth, Founding Board Member - Gail’s Powersports

George Gatto, Founding Board Member - Gatto Harley-Davidson

Dia Matteson, Founding Member - Harley-Davidson

Mark Peterson, Founding Board Member - Southwest Superbikes

Robert Kay, Founding Board Member Star City Motorports

Maurice Slaughter, Founding Board Member - Bayside Harley-Davidson

“Looking forward to seeing us as members!”

“Together is better: We’re NPDA. Join us!”

“This is a great time and a great place to get the ball rolling and really make a difference!”

“Join the National Powersports Dealers Association and find out what we’re all about.”

“It’s just something you got to do. I can’t imagine not not being part of this organization.”

“Join NPDA and climb every mountain!”

“Join us. Let’s get this done. Let’s help one another, become better at what we do…”

Board

“Having more females feel comfortable working in the industry would also result in more women feeling comfortable purchasing and participating.”

“It has to be a passion, and it has to be a joy.” Joining NPDA will help keep the passion and joy in this business.

Do you dream of a simpler path to success? Associations do for us what we can’t do alone. Take the next step and www.npda.org

JOIN NOW

Oh, wow. The Shawnee Honda Kawasaki store is just exploding, as you would expect. Gale’s Powersports has also found its niche now that I am focused on pre-owned Harley-Davidsons. It took us a little bit to get going and to figure things out. We’ve tried so many things. I mean, we tried everything. We even tried lawn mowers! I lost my butt on some things and come out with a home run on other things. But now we’ve finally gelled. Now we’ve got something going and we’re going in the right direction. And I was super excited.

DEALERNEWS LIVE!

Gail Worth On NPDA, AIMExpo & Women In Powersports

ast time we spoke with Gail Worth, it was deep in the heart of Texas during the formation of the National Powersports Dealer Association. Half a year a year into the launch NPDA made its first public showing at AIMExpo. Since NPDA’s Booth was directly across from Dealernews it was a perfect opportunity to catch up with one of the founding Board Members (and a Top 100 Women In Powersports winner). How is NPDA faring? Incredible! This organization has real legs. Every single dealer, manufacturer and distributor… every single person I’ve talked to in the powersports industry is into it. They are all super excited because it’s an organization that gets us all together. We can discuss things. Manufacturers now have direct access to the dealers themselves. The dealers have access to each other. This is a win-win deal, we are all rising together with the NPDA! AIMExpo is the first show we’ve had in two years so that faceto-face interaction that NPDA is going to provide is actually taking place: Exactly. I’m glad you mentioned that because this show demonstrates how important the NPDA is. For the first time in two years, we’re all together seeing each other in person at an annual event, with NPDA we will be able to meet together more often than once a year. Congratulations on being honored as one of the initial Top 100 Women In Powersports. Oh, thank you so much. What an honor. That was so cool! To be sitting in the middle of all those incredible women I was with was so neat. I was honored amongst people like Karen Davidson, Tigra Tsujikawa, Sen. Joni Ernst — oh, my goodness — Maggie Hicks, Dee Diamond… I mean, I could go on and on. Because these are amazing women that I have looked up to for years… And here I was with them. Thank you so much! That’s funny, because every one of the women said the same thing: “My heroes were there.” However, you’re one of those heroes for all the other women. Oh, that is so funny. I think that’s what makes all these women amazing is they don’t realize how amazing they really are, you know? Actually, it’s just what they do. They have all increased awareness in the industry and helped women in powersports. It’s just an amazing group of women. You could feel the power in that room. Speaking of ‘feel the power’ how are things at the dealership?

We also have a riding group that is so strong. It’s our HOG Chapter that we had when we were the Harley dealer but it has grown to include all brands. They’ve gone out and they found their friends who ride other brands, and they’ve all just come over to the dealership, Gale’s Powersports. They’re now called the Heartland Riders Adventure Group. And man, we have so much fun! Just in 2021 one guy lead over 100 rides himself. Is that amazing? As a group I think we had like 300 rides through the year it was just so cool. Some rides were really long you know like some rides were across the country over to California wherever and then there’s some rides were shorter like our rides, but everybody had a good time as we have rides for everybody. We have a route we call a ‘double nickel ride’ which is under 55 mph. So we only take back roads for people who don’t want to get on the highway. And it just makes everybody feel welcome. And that’s what it’s all about. NPDA’s foundation, the MIC’s Ride With Us efforts, all of these things are to guarantee that we have more riders riding more and building a future for our industry as a whole. We are starting to mesh as an industry just as things are meshing in your store. Absolutely. I’m glad you mentioned that. I was just talking with Andria Yu from the MIC about that. Growing the riders portion of the powersports industry. She and I are going to get together to work on that. She said that she would help me more through the dealership with the beginning riders, because I have a rider’s class, but it would be really cool to hook up with the MSF on that!

SUPPORTER SNIPPETS NPDA Gains Traction

ostering the belief that the industry is better together, the National Powersports Dealer Association (NPDA) continues to bring dealers in under its PURE banner (Promote, Unite, Represent, Educate). This belief is shared by a number of the industry’s leading service providers to dealers, so an industry partnership program was created with Garage Composites being the very first to step in. At the recent AIMExpo, it was announced Arrowhead Engineered Products, the parent company to All Balls Racing, Vertex, Hot Cams, Pivot Works and most recently Western Power Sports, stepped up as a Strategic Partner for the new dealer association. Find It Now, Law Tigers, LiquiMoly USA, MaxxOpp Marketing, National Powersports Auctions and Performance Brokerage Services were among the other “early adapters” showing their dedication to dealers and the industry by joining the National Powersports Dealer Association at the industry’s trade show. “Partnering with NPDA is a true commitment to the long-term excellence and success of powersports dealers,” notes NPDA Chair Bob Althoff. “Dealers are the interface between brands and retail customers and have always been the critical link in the powersports ecosystem. Support of these charter sponsors elevates our entire industry.” As of its AIMExpo roll out, NPDA is gaining traction as a unifying force for the entire industry. “The Articles of Incorporation are finalized, the 501c6 status has been issued, bylaws have been adopted and more than 80 Dealerships are dues paying members. We are grateful that our new partners share the vision and support the mission of NPDA,” concludes Althoff.

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The MotorClothes visionary started going to rallies and events with her family at a very young age. Being around riders and enthusiasts, observing the freedom of expression through apparel would naturally drive inspiration. From custom leather detail on both apparel and bike accessories to eclectic diversity of graphics, pins and patches, Davidson took notice. She helped her father create the first Willie G. jacket, based on handcrafted custom details he liked that she hadn’t seen before. She was able to engineer the custom idea into production. For Davidson, the focus on the trifecta of design, form and function was always important. As a rider herself, Davidson was inspired to invent new riding apparel — one example is her leather front stretch back pants for riding. She cultivated new ideas through a passion for leather but wanting improved comfort. With her knowledge of materials and what was possible with leather, along with strong voices from a growing number of women riders, new engineering of riding apparel enhancing better fit and comfort was initiated by Davidson.

By Alisa Clickenger

KAREN DAVIDSON The Family Business

ommunity first, riders first, dealers first. Growing up in the “family business,” Karen Davidson learned to be a good listener. An apparel design graduate with couture training, she has an eye for art design that is backed up by technical training. She also has an innate sense of style, inherited from her father, Willie G. Davidson. When The Motor Company developed and launched their apparel division, they quickly realized how much of a market there was for Harley-Davidson branded apparel. Their apparel lines became incredibly diverse, ranging from casual to performance motorcycle apparel — in no small part due to Davidson’s activity in the motorcycle community as well as her interest in improving technology and innovation in gear. Her drive to expand apparel came from a global perspective on what customers wanted. “My family has always had the drive to keep improving product and experiences for the betterment of our customers and enthusiasts stemming from a one-on-one connection with riders through events and rallies,” said Davidson. “When we start talking about improving product development and apparel, the focus was always to serve enthusiasts better by following their desire for style diversity. Harley-Davidson has stood for freedom and expression across global cultures for decades.” Harley-Davidson continues to connect and bring people together around the globe. Striving for improvement in what H-D could offer customers to improve their comfort and protection was always important. Diversification of design covering both functional and casual wear for customers allowed for expansion of apparel and accessories.

Customization has been an integral part of the brand ethos and a source of continual inspiration for Davidson. “HarleyDavidson allows for freedom of expression; you never see the same bike twice, and H-D apparel design needs to mirror the spirit of brand uniqueness,” Davidson explained. With the apparel division now well established and everexpanding, Davidson is now moving into more of a global marketing role within The Motor Company. A de-facto ambassador for the eponymous company, Davidson acknowledges the excitement for apparel moving forward with new marketing channels and new ideas to reach more people. Karen Davidson has a passion for connecting with the younger demographics, especially all the new faces of women curious to get involved in the sport. She’s got her finger on the pulse of how they are finding their way into the sport, as well as what they desire. She’s also a world traveler on two wheels and continues to draw inspiration from fans of the brand from all over the globe... most likely being as much inspiration to them as they are to her.

Leticia Cline, Freelance Journalist, Marketing Director Legends Motorcycle Co., City Council Member, Etc. Hooligan racer, bar owner, Smiley’s Garage patron, City Council… Leticia Cline is running wide open, as always! “The past few years have been very busy for me and though it may appear on social media that I don’t do as much in motorcycling anymore, I can assure you that I’m still very much in it. I just don’t have time to post about it. Currently I’m working as the director of a 3300 mile antique motorcycle run called the Legends And Legacies Memorial Run, set for September 7-25th, this 16 city and 8 state ride is done on motorcycles pre-dating 1930 and is a huge undertaking to plan. I would appreciate if you all could follow along by following @legendsandlegaciesrun on social channels… And if you would like to see if you got what it takes to be a LEGEND yourself then click the website on the page or shoot me a message.” https://www.legendsandlegaciesrun.com/ Kim Coleman Harrison, Coleman PowerSports Kim was literally born into the business and is a two-time Dealernews cover dealer, 5 X Top 100 winner, actively involved in riders training, state dealer association, MIC (including serving as a Gas Tank judge on multiple occasions... the list goes on. However, it is her efforts as one of the three women founding board members of the National Powersports Dealer Association and stepping up as the association’s very first Secretary/Treasurer that is her most recent achievement. “NPDA was long overdue and it’s finally time for the Dealer to have a voice in directing our future, whether it’s from educating our staff to developing programs that can save us money, or just even having a place to call to get an answer to a question. I’m thrilled that now is the time that dealers can join and have a voice and protect their future. Join the National Powersports Dealer Association and find out what we’re all about.”

Daniela Colton Daniela is a marketing professional with more than 14 years of experience in motorsports. She has produced various tours, tradeshows and other experiential marketing events across the US, South America, Europe and Asia. Her combined experience in tech, philanthropy and entertainment have contributed to the growth of her husband’s brand; RedBull Motorsports Athlete, Aaron Colton whose successful custom bike building series has turned into the most watched episodic program on RedBull TV and RedBull Motorsports YouTube channel. The husband and wife team conduct his brand as a family business and produce projects to authentically reach his audience focused on genuine influence in the world of motorsports. Her current ride is a 1991 Honda CT70 Aaron restored for her.

Carrie Coombs Russell, President MX Sports, Racer Productions GNCC, CFO Racer X Illustrated “There was no real place for me in the family business,” says Carrie Coombs-Russell of her decision to pursue a career in law. Being the daughter of legendary off-road promoter Dave Coombs Sr. wasn’t a career path, it just meant you were bound to work sign-up, scoring and trash duty at his events. So she went to West Virginia College of Law (graduating in 1987). Specializing in Personal Injury and Criminal Defense, she moved to Pittsburgh and set up shop far from powersports. But back home, Racer Productions and MX Sports were raising the bar with events like the infamous Blackwater 100, Loretta Lynn’s Amateur Nationals, GNCC, as well as the High Point and Steel City National MX rounds. Called home to help when her mother was stricken with cancer, Coombs raised her toddler son, established a successful law practice, served as CFO for Racer X and established the National Promoters Group in short order.

Rita Coombs, Director Racer Productions, MX Sports Back in 2009 after the big industry collapse, Rita Coombs, matriarch of GNCC Racing, prophetically said, “Seems like things are pretty bad all around. We had the gas prices, now everyone is talking about the economy… I think everyone is just going into survival mode right now.” Same as it ever was. “We’ve been through all kinds of problems and changes, but we’re still here. We started the Blackwater in the ‘70s. We were racing motocross nationals before people even knew what they were. We’ve been through a lot, and we’re not going anywhere.” Her guidance and voice of reason still resonates in the face of recession: “We will get through this — we all will.”

Liz DiGennaro, VP/GM Bergen Harley-Davidson For me, with Harley’s, it was love at first sight! I bought my first bike at 18, then started working at Bergen Harley in 1986. We were a small 3,000 sq./ft. dealership with 8 employees. Now, I’m one of three owners of Bergen Harley, the Vice President, Treasurer and GM. We have 35,000 sq./ft. with 50 employees. I love the people I work with and I love the motorcycle riders… they have both become family to me. My current ride is whatever I feel like throwing a dealer plate on and claiming as my own! It’s definitely a great perk!! Harley has always represented my personal freedom, and to this day, it’s what excites me most about motorcycles and the brand. I hope I’m long remembered for my MARCH 2022 49 humanity, sincerity, integrity, love of Family and love of Country.

THE RIDERS Kayla Thiesler, Michaela Trumbull, Alyssa Bridges, Trisha Dahl and Bridgette LeBer make their return to the Royal Enfield Build. Train. Race. program, with LeBer crossing over from the flat track side and returning to her road racing roots. They will be joined by 10 new women joining the program, which was opened up to racers of all experience levels for 2022, rather than focusing on new riders.

ROYAL ENFIELD ANNOUNCES 2022 BTR ROAD RACING PROGRAM A Bigger BUILD. TRAIN. RACE. Is Back

he field is set for the 2022 Royal Enfield Build. Train. Race. (BTR) season, and as promised, the new program is the largest yet. The BTR Road Race roster doubles in size from the previous season, with 15 women on the grid, and the Royal Enfield exhibition is set to visit six MotoAmerica venues in 2022. Professional roadracer and crew chief Melissa Paris also returns to Royal Enfield BTR as the mentor to the women through each phase of the program. “The excruciating process of selecting the participants from hundreds of applicants is now over, and we have our BTR Road Race field in place,” said Breeann Poland, Marketing and Communications Lead – Royal Enfield Americas. “We are excited to welcome back four women from previous seasons, plus one making the switch from flat track, along with 10 new faces. Royal Enfield, MotoAmerica and all the BTR sponsors are looking forward to sharing the stories, personalities and progress of these amazing women from different backgrounds and experience levels as they go through the season.” Each of the 15 participants receive a Royal Enfield Continental GT 650 motorcycle that they will spend the next three months (the “Build” phase of the program) designing and building. Melissa Paris will work with each rider to create a design and build their race bike before they begin training. The 2022 Royal Enfield Continental GT 650 is the base motorcycle for BUILD. TRAIN. RACE. Road Race at MotoAmerica.

2022 BTR Road Racing Roster Kayla Thiesler, 26, Milwaukee, Wisconsin Michaela Trumbull, 29, Sheridan, Wyoming Alyssa Bridges, 31, Orange County, California Trisha Dahl, 31, Minneapolis, Minnesota Bridgette LeBer, 29, Port Angeles, Washington Ash Truxal, 31, Oakland, California Chloe Peterson, 31, Steger, Illinois Cora Tennyson, 36, Brandenburg, Kentucky Crystal Looy, 34, Thousand Oaks, California Hannah Stockton, 23, Kansas City, Missouri Jenny Chancellor, 46, Tumwater, Washington Jessica Martin, 38, Savannah, Georgia Kayleigh Buyck, 30, Sodus, New York Nicole Pareso, 34, Carrolton, Ohio Patty Paul, 57, Berrien Springs, Michigan “Holy smokes, I get to do this again!” exclaimed returning BTR Road Race rider Alyssa Bridges of Dana Point, California. “This program has changed so many things in my life and I can’t believe we get to do it again. I’m honored to be asked to return for a second season. This time last year I had never modified a motorcycle to such a great extent, and never set foot on a racetrack. I’m sure this year will be different from last, but I’m so grateful to be asked to join again.” “This whole experience is a dream come true,” said BTR Road Racing newcomer Kayleigh Buyck of Marion, New York. “I never would have thought I would be chosen to be a part of something so inspiring and motivational. I only hope this encourages many more women to chase their dreams and help the sport grow!” THE SPONSORS Along with a number of riders, many sponsors are back for the 2022 Royal Enfield Build. Train. Race. program. The Road Racing program sees the return of S&S Cycle, Maxima Racing Oils, BOXO USA and Öhlins USA Suspension while new sponsors Arai Helmets and AGV come on board for the 2022 season. The BTR Road Racing women will each build out their own unique sponsor deck that can extend to include a different number of sponsors and/or parts. Stay connected for more information on each race bike throughout the Build phase of the program at https://buildtrainrace.com/road-racing/. “It means the world to us to have such generous support from these great companies,” said Poland. “Being able to send the Royal Enfield BTR women out onto the track with premium parts, support and protection is everything. Huge thanks to everyone who is behind our 2022 BTR Road Racing program. We can’t wait to see it all come together this season.”

ALYSSA BRIDGES Alyssa Bridges, 30 years old living in Orange County, California. Despite living by the beach, she prefers twisty motorcycle rides over surfing. Alyssa is a professional photographer and videographer who works in the motorcycle industry as Sena’s Content Production Manager. As she explains, “I basically get paid to ride motorcycles and pay with cameras.” Although she enjoys riding both on and off road, Alyssa has yet to participate in a formal track day or race. She plans to build her BTR bike in her own garage allowing her to spend late nights learning and fixing things if needed. Alyssa in a nutshell: Motorcycles, Cameras, Whiskey. (preferably in that order) When asked why Alyssa was keen on being part of the BTR program she responded “This is certainly the opportunity of a lifetime and I couldn’t be more grateful and excited to participate.”

MICHAELA TRUMBULL Michaela Trumbull is a small-town cosmetologist living life in the mountains of northern Wyoming. Originally from the river country of South Dakota, she didn’t grow up riding or wrenching on motorcycles but since moving to Wyoming 8 years ago you can’t keep her away from all things two wheels. You’ll often find her shredding her dirt bike up a mountain trail or ripping the highway twisties with her friends and husband. She is an adventure junky who strives to challenge herself and is constantly searching to learn new things. Michaela is a second-year BTR participant and is as excited as ever to get back on track with the speedy ladies of Royal Enfield to continue developing new skills. A motivating goal of hers is to show the world that it doesn’t matter who you are or where you are from, you can do anything if you want it bad enough! When asked why Michaela was keen on being part of the BTR program she responded “I am beyond words excited and grateful to be a part of the Build Train Race Program! This company and the people involved are making my dreams come true and I can’t wait to work hand in hand with them! Let’s BUILD. Let’s TRAIN. And Let’s RACE!!”

TRISHA DAHL I live in a small town just west of Minneapolis, Minnesota. By day I am a low voltage technician. My love for two wheels started just 7 years ago, I always had a curiosity for motorcycles and finally told myself at the age of 23 that I was gonna learn how to ride. So I took the motorcycle safety course, got my endorsement, bought my first bike and life felt like it got drastically better from then on. That was the best decision I’ve maybe ever made for myself, not only did it help my self confidence by learning a new skill, but I met my husband and I’ve met my most dearest friends, all because of motorcycles. I went from casual street riding to racing on a track for the first time at Flat Out Friday. Flat track quickly became my next passion, going on to race in my local AMA District 23 flat track series. My experience on a road course is very little, so I’m excited to have Melissa Paris as our mentor for this program, she will be a good source to go to and will help me learn a whole new set of skills while building my Continental GT 650 into the best race bike I can. When asked why Trisha was keen on being part of the BTR program she responded “I’m so excited to learn all there is about road racing and I appreciate Royal Enfield North America for giving me this oppurtunity and all they do for everyday riders like me.”

MARCH 2022

KAYLA THEISLER Kayla Theisler is a 25 year old mechanical engineer living in Milwaukee, WI. Originally from a small family farm in Northeast Ohio, Kayla has had a lifelong passion for tinkering and fixing things and got her start to motorcycles at age 18. Since then, she’s gotten her feet wet in most riding disciplines but has a true love for vintage bikes. In 2020 Kayla made her racing debut in D16 AMA flat track and also as a sidecar passenger with American Historic Racing Motorcycle Association (AHRMA) where along with her pilot, Mike, she took the SC1 Vintage Sidecar National Championship in her rookie season. Outside of motorcycles Kayla can be found working on home renovations and tinkering in her woodshop, restoring her 1972 Chevy van, Vanis Joplin, hitting the slopes on skis, or trying to keep all 70 houseplants alive. When asked why Kayla was keen on being part of the BTR program she responded “I’m super excited to not only share my passion for bikes with the world, but also to learn and grow as a rider and racer with such incredibly inspiring women!”

ASH TRUXAL Western Pennsylvania native Ash Truxal originally came west to pursue her PhD in chemistry, but quickly found herself also pursuing a love of two wheels. In Oakland, California, Ash found herself relying on a motorcycle as her mode of transport, started learning to wrench on bikes, as well as honing her skills as a rider. Rising to become an accomplished academic has shown the 31-year-old what hard work and persistence can do, and that overcoming self-doubt and “diving in anyway” can take her to incredible heights. Ash remembers completing her first top-end rebuild on an XR250R—she wasn’t sure it would even fire, yet it roared to life just in time for her to line up for her first-ever enduro race. Ash now has her sights set on getting herself on a road race grid, and is thrilled at the opportunity to be a part of the BUILD. TRAIN. RACE. program. “More than anything, I want to show people who think they aren’t made for building awesome machines or competing alongside ‘the guys’ that they are absolutely capable and should never let assumptions or self-doubt inhibit them from being their own heroes,” said Ash.

BRIDGETTE LEBER Coming from a background in downhill mountain bike racing, Bridgette LeBer confesses she always dreamed of racing a motorcycle. Her first taste of road racing was a track day in 2017, and the immediate draw prompted her to drop everything in move to California to pursue more. Bridgette joined the Royal Enfield BTR Flat Track program in 2021, but missed out on much of the season after suffering a broken femur. But this setback was no match for her determined spirit; she returns for 2022, this time on the Road Race side, in a relentless pursuit of a passion that was awakened five years ago. “This is a dream opportunity and I can’t believe it’s really happening,” Bridgette said. “Melissa Paris is my road racing hero. She’s the woman who showed me that it’s possible for me to make it in road racing even though I didn’t grow up racing motorcycles. To have her as my mentor and be racing at MotoAmerica is truly a pinch-me moment. Thank you from the bottom of my heart to Breeann Poland and Royal Enfield for putting this program together and believing in me.”

When asked why Bridgette was keen on being part of the BTR program she responded “This is a dream opportunity and I can’t believe it’s really happening. Melissa Paris is my road racing hero.

CHLOE PETERSON Chloe is a 31-year-old graphic designer and artist currently living in Steger, Illinois, a suburb of Chicago. Chloe’s track riding days go back to 2015, but she only started racing last year, and also as a “monkey” or sidecar copilot, in the AHRMA road racing circuit. Now with a taste for checkered flags, Chloe is eager to fine tune her race skills under the tutelage of Melissa Paris. The part she is most excited about? “The build portion,” Chloe stated. “I have never gotten the opportunity to take a brand-new motorcycle from street trim to full-on race mode.” This artist is also looking to understand more about the tools of the road-racing craft—namely “suspension voodoo.” “For me, the more I learn how my motorcycle works, the better I can ride it,” said Chloe. “Thank you, Royal Enfield, for choosing me!”

CORA TENNYSON Before attending the Motorcycle Safety Foundation new rider course in 2017, Cora had never ridden a motorcycle. But from the moment she first swung a leg over a bike, the 36-year-old from Brandenburg, Kentucky was hooked. The next day she bought her first motorcycle. After spending two years riding rural Kentucky back roads, Cora attempted her first track day in 2019. “It was on a rented bike in the pouring race,” Cora said with a laugh. “But I was hooked.” Cora spent the entire 2021 season supporter her husband as he pursued an amateur championship with FMRRA (now known as PanAmerican Superbike), but is now ready to get herself out onto the track and compete. “I knew it was something I wanted to apply for when they said they were looking for riders with some experience this time,” said Cora. “There’s something about going fast around a racetrack that you can’t get anywhere else, and I would love to help more women get into this sport.”

CRYSTAL LOOY International traveler, ER nurse, teacher, and now road racer, Crystal Looy from Thousand Oaks, California, has covered a lot of ground in her life. From growing up riding horses and dirt bikes in Southern California, Looy moved to South Korea to be an English teacher at age 22. It was then she began to utilize two wheels as a primary mode of transportation, and also where her passion for motorcycles was awakened. “The monotony of daily travel turned into a daily adventure,” Crystal said. “I spent as much free time as I could exploring the country and it allowed me to connect with fellow riders.” Three years later Crystal moved back to the U.S. and pursued a nursing degree. Today the 34-year-old works as an ER nurse while also spending as much time at the track as possible, recently trying her hand at racing, which has elevated her passion to a new level. “I’ve only had the time (and nerves) to race two times, but the feeling I got was unlike anything I’ve ever experienced,” said Crystal. “I’m so excited to participate in the BTR series. Seeing these other women from all walks of life who not only raced but built their own bikes is nothing short of inspirational and I hope I can inspire women in the same way.”

MARCH 2022

HANNAH STOCKTON For 23-year-old Hannah Stockton, all it took was a visit to a track day as a spectator to get her hooked on the experience. Hannah knew she needed to be out there rather than on the sidelines, and less than 12 hours later, she had purchased her first motorcycle. Two weeks later, she borrowed a trailer and drove 12 hours away to her first out-of-town event, having never pulled a trailer or strapped a bike down. It’s this kind of passion and drive that fuels racers of all levels, and what immediately drew Royal Enfield to Hannah’s story. The hard-working 23-year-old is an ICU nurse at a major hospital in Kansas City, Missouri, and is no stranger to facing a challenge. “I learned so much about myself in one season and grew monumentally as a person and a rider,” Hannah said. “I’ve been riding for just over one year with one season of track-day experience.” When Hannah is not at the track, you can find her and her dog “Benny” hanging out with friends, racing go-karts, lifting weights, and seizing just about any spontaneous adventure she can.

JENNY CHANCELLOR Passion for motorcycles can emerge at any age. Jenny Chancellor from western Washington didn’t get her start until her late 30’s but found herself immediately excelling on two wheels. “After attending a women’s VIP track day, I was instantly hooked and never looked back,” Jenny said. “I’ve always told people that learning to ride at the racetrack was the best decision I ever made in my life.” Today, the 46-year-old coaches and control rides for Track Time, the premiere track day provider in the Pacific Northwest, as well as races with the Washington Motorcycle Road Race Association (WMRRA). She enjoys helping new riders improve their skills, especially other women. More than anything, she loves to encourage women to try out racing, and helping them find their confidence both on the track and in the pits. “I feel so lucky to be selected to participate in Royal Enfield’s BUILD. TRAIN. RACE. program,” said Jenny. “Motorcycling has become an integral part of my life and I can’t imagine a life without riding.”

JESSICA MARTIN When did her obsession for motorcycles begin? “I was born this way,” says Jessica Martin with a smile. The 38-year-old from Savannah, Georgia, is a self-taught motorcycle enthusiast who bought her first motorcycle at 18 years old and hasn’t stopped riding since. Her love of two wheels is rivaled only by her love of the sky. She not only works as a materials manager for an aviation company, but can be found flying a plane, skydiving or hang gliding when she’s not twisting a throttle. Her early days consisted of street riding until a horrific accident in 2015 that changed her life. Since then, she has ridden primarily track. In 2019 Jessica began racing on a club level and co-founded Hotmess Racing (an all-women race team) with the goal of encouraging more women to get into riding and racing. She also became an instructor for Sportbike Track Time, which she calls one of her most rewarding endeavors.

“There aren’t enough words to describe my excitement and gratitude to be a part of this program,” Jessica says. “My goal is that someone sees me out there and thinks to themselves, ‘I can do this.’ I know what it’s like to doubt yourself; sometimes we just need that splash of courage, and I want to be that splash of courage for someone else.”

KAYLEIGH BUYCK For 30-year-old Kayleigh Buyck of Sodus, New York, learning to ride a motorcycle was as simple as moving up from the passenger seat. Having spent a lot of her childhood on her dad’s motorcycle in upstate New York “where the backroads are endless and motorcycle rides are long,” as she describes, Kayleigh finds life on two wheels to be quite natural. But it was a track weekend that really ignited her passion for road racing. “I fell in love,” Kayleigh said. “I then purchased a sport-bike and felt like I was on cloud nine!” Today, Kayleigh coaches with N2 Track Days and Ruts to Racelines, an all-female event. “The women’s events are my all-time favorite,” said Kayleigh. “It’s possibly the coolest girl gang anyone could ask for!” Although she admits to not knowing much about building a race motorcycle, Kayleigh plans to use her background in home remodeling to learn everything she can. “Learning new skills and seeing something completed makes all of the hard work worth every second,” said Kayleigh. “This is a huge reason why I dreamed of being part of this program. I am excited to put my head down and get my hands dirty.

NICOLE PARESO Nicole Pareso didn’t grow up around motorcycles, but her passion began—as so many do—as a passenger. From her teenage years on the pillion, Nicole went on to buy her first bike, and spent many hours in parking lots sharpening her skills before trying her hand at her first track day. In 2019, Nicole began her racing career along with an all-ladies race team called Hotmess Racing. “The main reason we started a team was to show and encourage women to get on the track,” said Nicole. “This camaraderie has certainly helped me become a better rider and racer and I’m looking forward to continued growth on the track and possibly helping others do the same.” Now living in Carrolton, Ohio, the recently married 34-year-old is working as a mechanical designer and finds herself a stepmom to a six-year-old. “He claims he hates motorcycles just to punk me,” Nicole says with a smile. “Although he does like it when we are tearing them down in the garage or working on them in the pits.”

PATTY PAUL Patty Paul of Berrien Springs, Michigan describes herself as a mild-mannered software development manager by trade. But her alter-ego is an adrenaline junkie. At 57 years young, Patty enjoys a love for speed and adventure and shares her passion for motorsports with her husband. Along with riding motorcycles, the pair are avid snowmobilers, and even held their winter wedding trailside in Michigan’s Upper Peninsula. After 14 years of riding everything from trail bikes, to touring bikes, Patty decided to try track riding—an experience she says she will never forget. “Five years ago, I attended California Superbike School at Barber. Those first two laps, I was clueless. I was terrified. But I was in love! That day changed my life, and my track addiction began.” As part of a personal challenge to grow as a rider and improve her fitness, both physically and mentally, Patty applied to be a part of the 2022 Royal Enfield BUILD. TRAIN. RACE. program. “I’m beyond excited and honored to participate in BTR this season—what a dream come true!” Patty exclaimed. “The team of women is amazing, diverse in talent and backgrounds. Through this journey, I hope I can inspire other potential riders, young and not so young, to pursue this sport.”

MARCH 2022

THE MENTOR MELISSA PARIS Professional Road Racer and former BTR Flat Track Participant Melissa Paris is the mentor for the women during every phase of the program. She will work with each participant on creating a design for their builds, building sponsorship decks, and training on and off the track. Melissa began riding motorcycles much later than most. She learned to ride at age 20 and a year or so later she started competing in local club races. After a few years racing primarily on 125cc and 250cc machinery she made her professional debut in the 2009 Daytona 200. That same year she became the first woman to qualify for a World Supersport event. Since then she’s had the opportunity to race in MotoAmerica, Spanish CEV championship and several 24 hour World Endurance events. In her spare time Melissa likes to train by riding motocross and flat track.

B.T.R. MOTOAMERICA SCHEDULE

oubling up from the 2021 schedule of three rounds, BTR Road Racing is slated to run six rounds within the MotoAmerica FIM North American Road Race Championship for the 2022 season. Along with returning rounds at Brainerd, Pitt Race and Barber Motorsports Park, BTR has added VIR, Road America and New Jersey to the 2022 schedule. “The Royal Enfield BUILD. TRAIN. RACE. racers and crew were a pleasure to have in our paddock last year,” said MotoAmerica

Communications Manager Paul Carruthers. “The series was embraced by our fans, the rest of the paddock and the industry. We’re excited to welcome them back this year for twice as many rounds, and with even more racers.” 2022 Royal Enfield BTR Road Racing Schedule May 20-22 (Rnd 1) Virginia Int’l Raceway, Alton, VA Jun 3-5 (Rnd 2) Road America, Elkhart Lake, WI Jul 29-31 (Rnd 3) Brainerd Int’l Raceway, Brainerd, MN Aug 19-21 (Rnd 4) Pittsburgh Int’l Race Complex, Wampum, PA Sep 9-11 (Rnd 5) New Jersey Motorsports Park, Millville, NJ Sep 23-25 (Rnd 6) Barber Motorsports Park, Birmingham, AL

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THE WORLD’S TOUGHEST ELECTRIC ADVENTURE BIKES

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Start your adventure with UBCO today. Contact your Tucker rep for more details.

SUR RON SET To Electrify eBike Biz Page 62

HONDA GOES GREEN(GER) The Power Of Dreams Page 60

TUCKER FUELLS UP Expanding EV Effort Page 62

CURRENTS+

HONDA GOES GREEN(GER)

Talk about the power of dreams! Honda dealers can now inspire the next generation of eDreams. “We’re pleased to partner with Greenger Powersports to offer an innovative, approachable electric dirt bike to our customers and dealers,” said Bill Savino, American Honda Senior Manager of Customer Engagement. “One of Honda’s mission statements is ‘ensuring the joys for the next generation,’ and the CRF-E2 clearly aligns with that objective. We look forward to working together with Greenger to grow motorcycling well into the future.” Moto-vation comes from a low-voltage 48-volt BLDC electric motor. Greenger claims the CRF-E2 produces 3.4 horsepower and 18.4 foot-pounds of torque. Its lithium-ion battery has a bestin-class range of approximately two hours in ideal conditions with a full charge. The battery can be fully charged in four hours, or two-and-a-half hours with the optional quick-charge system. With an available spare battery, it can be swapped out in seconds – a Greenger exclusive feature in this class. It looks the part as well, thanks to red plastic bodywork and graphics mimicking Honda’s CRF450R and CRF250R. Trick bits include a twin-spar aluminum frame, front and rear hydraulic disc brakes with petal-style rotors, adjustable aluminum brake levers and 12-inch aluminum wheels complete with Kenda Millville K771 knobbys. A 33mm telescopic hydraulic fork and a DNM shock with adjustable preload and rebound damping deliver front- and rear-wheel travel of 3.9 and 8.3 inches, respectively. With adjustable hand levers and the ability to alter seat height between 24.8 and 25.5 inches, the CRF-E2 physically accommodates a range of riders weighing 99 pounds or less. In addition, maximum power output can be switched between two levels in order to adapt for varying skill and experience levels. “The CRF-E2 will expand the enjoyment of riding off-road on two wheels to more families,” added Brad Chapman, Greenger Powersports Manager of Sales & Marketing. “The appeal to traditional enthusiasts is obvious, as it’s just a cool little dirt bike. At the same time, it breaks down barriers with people who wouldn’t otherwise consider powersports, but who are already comfortable with electricity’s increasingly ubiquitous role in our society. We can’t wait to see more kids getting the chance to discover what dirt bikes are all about.” Through this new collaboration, the CRF-E2 is available exclusively through American Honda’s nationwide network of participating powersports dealerships. MSRP for the CRF-E2 is $2,950.

SET FAZERS FOR STUN!

Volcon Celebrates 60 Dealerships Just four months after launching its National Dealer Network Initiative, Volcon celebrated its first Dealer milestone… and continues to charge! In just 160 days, 365 applications were submitted by interested dealerships across the country. The newly assembled dealer development team at Volcon has officially signed 60 dealerships as of March 3, 2022, as they build out a robust group of early adopters. Volcon logically anticipates that its list of dealers will continue to grow. “We are privileged to have the opportunity to launch our dealer network with such a great group of people” Melissa Coffey, Director of Global Sales and Service, explained. “Each individual we work with shows a similar passion for the brand’s success as we do. Our dealers are not just business partners. They are part of a community that embraces powersports as a way of life. They see Volcon as an opportunity to provide a product that is currently missing in their customer offering and a whole new market opportunity.” Potential Dealers are closely vetted against Volcon’s dealer guidelines intended to facilitate the success of the dealer relationships, both in sales and in operating with a positive relationship that resonates through to the end customer. Among the current dealers are several well-known names in the powersports business, including Power Lodge with four locations in Florida and Minnesota, MOM’s with nine locations across the Northeast, and World of Powersports with four dealerships in Illinois. “When we received a demo bike, everyone from the dealership was anxious to test it out,” explained Matt Jackson, owner of World of Powersports, “Needless to say we liked what we experienced because we signed up to become a Volcon dealer that day. We are excited to add the Volcon products to our lineup.” “Our initial interest came from an existing relationship with the sales team at Volcon, which gave us the confidence to look into the brand” explained Tom Dehn of Power Lodge, “After looking at the current and future product offering, it was an easy decision to add the brand at our four locations. Volcon vehicles are state of the art with a unique look that is not just a copycat of other products we already have on the showroom floor. We are especially excited about the all-electric UTV products coming in the future.” “I have always been a fan of electric vehicles and what they will bring in the future. It’s exciting to see this technology evolve into the off-road segment. Volcon’s offering of fully-

electric models that I haven’t seen other manufacturers offer, is an exciting segment that we needed as we move into the future of electric vehicles” explains Noah Johnson, Marketing Manager with MOM’s, “Being able to offer fully electric vehicles to those customers who are conscious of their carbon footprint or who love the power and performance you get with an electric vehicle is a huge advantage as we currently don’t have anything similar to what Volcon offers. Electric is the future and we’re always looking for ways to stay ahead of the curve at MOM’s.”

Future-Forward Financing Program is available at a payment as low as $286 a month for 47 months with only 10% down, plus a final 48th payment of $9,948.97. At the end of the 48-month term, consumers have the option to:

Volcon continues to receive interest in electric-powered powersports products and expects to start delivering products to dealers in May 2022. For more information about becoming a dealer and to see open points, check out the Volcon Dealer Locator: www.volcon.com/dealer-locator

- Refinance or pay off the remaining balance, owning the LiveWire outright.

- Return the LiveWire ONE motorcycle to the dealership, simply ending the program. - Trade in the LiveWire ONE for any new LiveWire model, beginning a new 48-month program.

The fine print: Subject to credit approval. Excess wear, mileage and other contractual charges may apply. Visit a LiveWire store or visit LiveWire online for complete details: www.livewire.com

LIVEWIRE FACTORY STORE GOES LIVE

Not only can customers place an order at the new LiveWire ONE Experience Center or online and take delivery at home or locally, courtesy of an authorized LiveWire dealer, they now have “Future-Forward Financing.” The LiveWire FutureForward Financing Program provides a 48-month LiveWire ONE ownership experience, with a shorter, simplified, lease-like term with multiple ways to end the program. Unlike a traditional loan where the buyer may be responsible for higher monthly payments and longer terms, the LiveWire

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About FUELL: Founded in 2018 with the Franco-American convergence of Erik Buell, legendary engineer and founder of Buell Motorcycles, and Francois-Xavier Terny, serial entrepreneur with a sharp focus on innovation in product, process and business models, FUELL is a manufacturer of premium electric mobility solutions for urban center dwellers. FUELL presents the best of personal mobility and freedom for premium customers, while offering unparalleled safety and advanced technology integrated with all the benefits of electric powertrains.

TUCKER FUELLS UP EV EFFORT

This is an energizing time for electric bikes as gas prices climb through the roof, but even before the crisis, the electric bike industry was experiencing tremendous growth worldwide. It is expected to grow more than 50% and reach nearly $70 billion by 2027. To that end, Tucker Powersports and FUELL announced a collaborative effort to bring EVs to powersports dealers, effective immediately. As part of this multi-year, renewable partnership, Tucker will distribute the complete line of FUELL’s premium Flluid e-Bikes as well as FUELL’s branded accessories and replacement parts. “Our dealers have been tremendously receptive to having ePower products in their dealerships,” notes Jamie Kempinski, Director of Business Development at Tucker Powersports “They will absolutely love the addition of FUELL e-bicycles to our offering. The outstanding performance and stunning design of FUELL Flluid, along with the personal touch offered by Tucker dealers is a great combination to offer consumers looking for an electric bicycle.” With a support team of nearly 100 regional sales staff, 7000 active dealers and strong marketing capabilities, Tucker is the ideal partner for FUELL to bring the brand to a wider audience and develop the brand, while adding a US premium brand to its portfolio of e-vehicles, claims Kempinski. “This new partnership is a real success for both brands,” adds Erik Buell - CTO at FUELL Inc. “Providing desirable products through an exceptional dealer network that provides outlets and service near every rider has been Tucker’s forte for a long time. FUELL’s strengths are in innovative product design and manufacture. “In the exploding marketplace for electric mobility, this makes a dream pairing for enthusiasts who want cutting edge designs but need solid local support. Tucker’s leadership team has the breadth of knowledge and experience to go full bore into this emerging marketplace, and the leadership at FUELL is very excited for the future together,” concludes Buell.

SUR RON ELECTRIFIES eDIRT BIKE BIZ

Sur Ron is on a charge! After launching in 2014, the company is now ready to connect with U.S. Dealers. “This is an exciting and important moment for Sur Ron in North America,” said Graeme Jones, Director of Marketing for Sur Ron/DIAN Motors Inc. “We’re excited to get to word out in Dealernews.” Sur Ron is actively seeking powersports dealers to join its expanding dealer network in the United States and Canada. “With the popular Light Bee X already in dealerships and the full-size Storm Bee on the way, now is the time to build a robust, dedicated dealer network throughout North America,” adds Jones. In less than a year, that network has already grown to more than 50 dealers across the US and Canada. Blurring the lines between a downhill mountain bike and an off-road dirtbike, the Light Bee X combines a 6 kW powerplant with a lightweight 110 lbs. (50 kg) chassis. Fully adjustable suspension and 60 miles (100 km) of effective range make a strong case for prospective dealers. Need more? The Storm Bee — a full-size MX-style motorcycle boasting 520 Nm (384 ft-lb.) of torque, 22.5 kW of power, multiple riding modes and a 60 mile range — will be arriving in dealerships this Spring. Initially released as a motocross model, the Storm Bee will also be sold in enduro trim and, eventually, a street legal version. Sur Ron was founded in 2014 by a group of motorcycle and hi-tech enthusiasts. With a team of 40 engineers and $30 million in capital, the team developed its “e-dirt bike” concept and released the Light Bee to positive reviews in 2018. DIAN Motors, Inc. was established as the North American

distributor for Sur Ron in 2021, with a mission to build a strong dealer network to best serve the Sur Ron community in North America. “Our team of industry-leading specialists developed and implemented intelligent systems, cuttingedge technology, vehicle design, product development and manufacturing to bring these bikes to market,” Jones notes. Today, Sur Ron has more than 100 employees developing and manufacturing the highest quality electric bikes in the

business. Already achieving an internationally-coveted Red Dot design award, Sur Ron is just at the start of a range of ground-breaking performance products, according to Jones. All authorized Sur Ron dealers will receive full, direct support for sales, service, parts, accessories and apparel, as well as training. To inquire about becoming a dealer, click here: https://surron.ca/dealer-applications

AIMEXPO EDUCATION Valuable Insider Insights Available to All

Videos of the 10 DISRUPTIVE THINKING education sessions at AIMExpo 2022 – featuring nearly 20 presenters and loaded with valuable insider insights – are now available online to revisit or see and hear for the first time. “AIMExpo’s DISRUPTIVE THINKING education sessions were led by industry leaders and covered everything from the most challenging issues facing leaders today to the electrification of powersports in the future,” said Andre Albert, MIC director of sales and marketing. “It’s all about thinking differently today for a better outcome tomorrow.” Some of the presentations at the January AIMExpo in Las Vegas were part of the MIC Symposium, the first to be held in-person since 2019. The List of Education Sessions You Can Watch

Closures for vast acres of public riding and driving lands, to reduce dust allegedly caused by the Oceano Dunes State Vehicular Recreation Area, are now on hold after a court order and a public meeting held by the California Off-Highway Motor Vehicle Recreation Commission. Following legal efforts by the Friends of Oceano Dunes, the San Luis Obispo Superior Court ordered in favor of a temporary restraining order on Oceano Dunes SVRA closures and informed the California Department of Parks and Recreation that it has no authority to proceed with further limiting access as had been planned. And in another positive development, the California Off-Highway Motor Vehicle Recreation Commission wants a review of research presented by the San Luis Obispo County Air Pollution Control District – in support of reducing access – which includes data that the commission now sees as questionable. Back in December, the California Coastal Commission, without deliberation, voted to shut down more than 100 acres of riding and driving area. The Fight to Keep the Dunes Open

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

MIC SIGNS UP INDUSTRY LEGENDS TO GET MORE RIDERS RIDING MORE

ack in the December issue, the Motorcycle Industry Council shared an open letter from industry legends encouraging everyone to support the Ride With Us ridership initiative. “Ride With Us is the right program, at the right time and led by the right team,” noted MIC President and CEO Erik Pritchard. “The industry needs to rally as we recover from the pandemic and accelerate into the future.” (See the letter in its entirety on the following page). A host of industry legends agree with this sentiment and have added their reasons for signing onto the program. Mark Blackwell: I want to support the Ride With Us initiative as I believe it has the potential to be truly embraced, industrywide. Helping new and returning riders have a safe and enjoyable experience is a great way to get them excited. But I believe we need to show them pathways for continued education and skills-building, to help ensure they become safe, skilled, life-long riders. — Mark Blackwell, AMA Hall Of Famer, former OEM executive and former MIC Board Chair Tim Buche: Ride With Us is the most important initiative of our time. However, as wise as the effort is, it only succeeds when each industry leader fuels it with investment. The MIC toolkit can help you identify the synergistic way that you can help prospective riders 1) find their ride, or 2) Ride With Us. The many market expansion efforts over the decades have corrected image challenges, invited the underrepresented, and lowered barriers to entry. While they had various levels of success, Ride With Us is the first to comprehensively engage all with a commercial interest in the sport we love. This counts on you doing your part. Please, Ride With Us! — Tim Buche, former Suzuki executive and MIC President circa 1996-2019 Gary Christopher: I support Ride With Us because motorcycling—and our industry—desperately needs it to survive and grow. I wanted to sign the introductory letter to give back, in some small way, to the industry which has so blessed me with the work and people that I love. My hope is that the letter will rally enthusiastic support and commitment from every facet of the industry toward the growth of motorcycling. I believe that with the industry’s support and commitment, Ride With Us can reach generations of younger people and start them on the road to the joys, friendships and fulfillment that motorcycling provides. — Gary Christopher, Former American Honda Honda Motor Co. executive Scot Harden: The MIC’s Ride With Us program is just what our industry needs and has my full support. It’s the right program at the right time and place. It’s not just about attracting new riders to the sport but taking advantage of all the new riders and enthusiasts that have recently taken up motorcycling to ensure they stay with us for years to come. The multi-layered outreach approach and tailored communications should address a wide range of socio-economic and demographic groups. It’s important that motorcycling is presented as something that everyone can enjoy regardless of age, gender or ethnicity. Motorcycling truly offers something for everyone. — Scot Harden AMA Hall Of Fame, Off-Road Champion & Powersports Advocate Michael Peyton: We all play a critical role in shaping and securing a successful and sustainable future for our industry. Programs like Ride With Us help to facilitate and coordinate our efforts, in this regard. As a rider, I want others to know and experience the accomplishment, sense of freedom, and community our sport offers, which is why I felt compelled to show my support. — Michael Peyton Vice President BMW Group Bob Starr: My passion for motorcycling began at about age 10 for me and I’ve been riding since age 12 when I bought my first bike from earnings working on a farm in New Hampshire. Even today, riding my Yamaha FJR 1300 to work, the feeling and the passion I feel is exactly the same as it was all those years ago! It’s just something so special about motorcycling you never, ever lose! — Bob Starr, Corporate Communications Manager Yamaha Motor Corporation, USA

This is an open letter to the industry from Motorcycle Industry Council President Erik Pritchard and a host of industry legends: Motorcycling has been good to us. We are fortunate to have built our careers in the best industry in the world. Collectively, we have more than 400 years in the industry. We’ve seen great innovation in new models bringing about tremendous performance enhancements and safety and convenience features. We’ve witnessed talented riders rise up through the ranks, dominate, and retire into roles helping to shape the future of our industry. And we worked to help the industry navigate tough times, especially during the Global Financial Crisis, which brought about a steep sales decline. Every company worked hard to pull itself out of that decline. And while we are not fully back to pre2008 levels, our industry has generated some great numbers, especially in the last 18 months. We are on the right path, but we must continue to ensure we are building lasting connections with an everexpanding group of potential riders. We must also acknowledge that the potential rider of today doesn’t necessarily resemble the potential rider of 10 years ago. The renegade “go it alone” approach won’t work now. Our competitors are not within the industry, but rather video games, autonomous vehicles, and travel, among others. Thirty years ago our industry started MIC’s Discover Today’s Motorcycling (DTM) to influence mainstream media to positively portray motorcycling. This indirect approach worked to meet the needs of the time by integrating motorcycles into news coverage and into national advertising campaigns. We still see the benefits of this work in everything from Banana Republic ads to pharmaceutical commercials. But, as an industry we’ve lacked a unifying market expansion program that speaks directly to consumers, building interest, strengthening opportunities, and most importantly, increasing the number of consumers. Now is the time for a direct, unified market expansion effort. Such a program must be welcoming to anyone interested in trying out life on a motorcycle. The new market expansion program launched by the Motorcycle Industry Council, RideWithUs, is what our industry needs now and for the future to reach potential riders and help us build a strong future together. From the hands-on first-ride Moto Intros being deployed across the country, the new tools available online at RideWithUs.com, to the dealer tools helping make social connections easier and more productive, this program thoughtfully meets potential and returning riders where they are and helps guide them in their journey to becoming a rider. The messaging reaches across the digital and realworld communities, highlighting benefits of adding motorcycles to one’s lifestyle. And this is just the start. How much time have we collectively spent talking to non-riding friends, beseeching them to “try it, try taking a class,” so they can go for a ride with us? Ride With Us amplifies this message across the nation, welcoming everyone to our community and breaking down the barriers associated with riding. And the MIC is the right team to lead this effort. If you want to be part of our industry’s sustained renaissance, please reach out to Cinnamon Kernes (ckernes@mic.org), the MIC’s vice president of market expansion. She brings the perfect mix of marketing expertise and a passion for riding that will benefit the industry, current riders, and future riders.

MARCH 2022

How it affects demand, discretionary spending habits, and overall economic activity remains to be fully realized. We are heading into new territory. Q2 will provide a strong indication of where this is all headed. Fortunately, for powersports it isn’t all bad news, especially for those companies willing to innovate, bring additional value to the market and highlight the benefits motorcycling has to offer for the consumer. While the underlying macroeconomic forces sort themselves out, here are some unique opportunities already in play for powersports businesses, and motorcyclists specifically, to combat the challenges ahead.

DEFLATING INFLATION

Thriving In Challenging Economic Times By Scot Harden

ell, the proverbial chickens have come home to roost. Our country’s unchecked fiscal policies, record deficits and rampant spending, combined with the impacts of the pandemic on demand and the supply chain, have finally caught up with us. Now we are in the throes of record inflation — somewhere between 8% and 12% depending on which metrics you measure. While I realize this isn’t particularly news to anyone, I think it’s important to point out that we are just at the beginning of what most economists forecast as a reality we will be living with for some time to come. Not the best news to start your day. As I write, gas is hovering right at $6.00/gallon in California, $4.50/gallon nationally, and headed even higher as the war in Ukraine and the economic sanctions we’ve placed on Russia come into effect. The corresponding impact on global oil markets and the supply chain are just starting to be felt as petroleum struggles to establish a new equilibrium that could go as high as $200/barrel. No person, no family, no business and no industry will be spared from this. It will undoubtedly have a profound impact on our industry.

First, increased gas prices should foster an added stimulus to ride more. With the average motorcycle delivering 40-60 mpg, it certainly makes sense to hop on that trusty steed and use it as much as you can. Getting back and forth to work, school, running errands, going to dinner — basically any activity that doesn’t require transportation of more than two people or large packages should have you nod to the motorcycle over the family car. Take this logic one step further and apply it to electric motorcycles, and the decision to go twowheel is even more of a no-brainer. Ride.With.Us. For commuting, going to school and most of the other activities just mentioned, electric motorcycles are “currently” more than up to the task, plus they are a hoot to ride. This could tie in nicely with the messaging around the MIC’s new “Ride With Us” market expansion program. Ride With Us could become synonymous with “Save Money By Riding With Us” as motorcycles are a great way to cut back on everyday transportation costs. This is an excellent opportunity for the U.S. motorcycle industry to add “transportation” to “recreation” as a primary driver for ownership. Never have motorcycles made more sense for everyday use. According to MIC’s Vice President of Market Expansion Cinnamon Kernes, “Motorcycling has always been accepted as a great form of recreation in the U.S. Now is the time for people to start viewing motorcycles as solutions for everyday transportation. With gasoline prices at record levels, motorcycle ownership lowers fuel bills, leads to less congestion on our roadways and less time wasted sitting in traffic.” www.mic.org

Riders Share In addition to helping save money on fuel costs, your motorcycle can also be used to bring in additional income through companies like Riders Share. Riders Share has been operating for more than four years now.

With over 180,000 members and growing, it is the largest motorcycle-sharing community globally. Some 15,000 people have trusted Riders Share with their motorcycles as rental vehicles, offering the largest selection of rental motorcycles in the U.S. Thousands of riders have used Riders Share as a source of revenue renting out their motorcycles to fellow motorcycles. Riders Share uses advanced data to vette riders and ensure that only the safest are eligible to book rentals. Riders Share is the gold standard, the Air BNB or Turo of the motorcycle industry as it were. They understand that most motorcycles are ridden less than 3,000 miles a year and are underutilized in most cases. According to Riders Share founder Guillermo Cornejo, “We’ve had a few people take this very seriously and have expanded from a couple of vehicles to small fleets. They are generating an average of $800/Mo for each motorcycle they own in the process. It’s a great way to offset increasing costs. With things opening back up, there is much demand for motorcycle rentals. The time has never been better to get involved.” More details here: www.riders-share.com

VOOM Insurance has launched a pay-per-mile program that, on the surface, makes a tremendous amount of sense based on most riders’ riding habits. Their program is not only perfect for low mileage riders but also infrequent/weekend riders, riders who store their bikes seasonally, and riders with multiple motorcycles. Riders could save as much as 60% by using pay per mile. Currently available in five states (Arizona, Illinois, Ohio, Indiana & Wisconsin) but set to expand soon into many more, VOOM Insurance has looked at the marketplace and developed products and services that make sense during these challenging economic times. VOOM Head of Marketing Amir Shneider explains, “We surveyed hundreds of motorcycle riders and found that 70% of them ride 2,000 miles a year or less. These riders are actually ‘overpaying’ to cover the risk of a few other lucky riders that do ride a lot. Instead of paying high insurance rates when the motorcycle sits in the garage for weeks or months at a time, with VOOM, riders pay a low monthly base rate, plus a few cents for every mile they ride. Riders report mileage simply by sending a picture of their odometer so no hardware or tracking is involved.” Shneider points out that VOOM is in talks with major dealerships in the 5 states they currently serve and plans to expand its reach soon. This might make some real sense to your customers: www.voom-insurance.com Bottom Line As one of the original industry cosigners endorsing MIC’s “Ride With Us” market expansion initiative, and because of my close affiliation with Riders Share and VOOM Insurance, I feel comfortable speaking to the underlying motivation and strategy behind all three organizations. They all have in common a strong desire to innovate, break out of the mold, turn their backs on the status quo, and try new approaches to the market.

VOOM VOOM Insurance is another company that understands the cost of ownership and they know that most motorcycles are ridden less than 2,000 miles a year. VOOM is an innovative InsurTech company, creating next-gen insurance products for New-Mobility segments. Their expertise lies in various mobility verticals across various platforms, including drones, light planes, e-scooters and motorcycles. Insurance is the single biggest annual expense for most motorcyclists, something they pay for regardless of whether they ride.

As we move forward into what will no doubt be very challenging economic times it’s imperative we all take a page from their playbooks. We need to innovate and find new ways of engaging with our sport, engaging with current customers, welcoming new riders, offering new paradigms for value, and demonstrating savings through participation. We have a lot going for our industry, including a lot of momentum right now. So much so we sometimes take things for granted. The bottom line: Innovation will be essential moving forward, especially if we are to thrive during the coming storm.

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 MARCH 2022 69 inducted into the AMA(2008), Trailblazers(2020), Hot Shoe(2021) and MRAN Hall of Fames(1996).

and mandates to protect public health. But it did not take long for some to see that political science was driving a lot of policy. Recent revelations appear to back up that impression. I am still trying to process the national political malaise that infected our national body politic. It wreaked havoc all the way from the family dinner table to Washington D.C. However, I remain optimistic. From recent wins in the Oceano Dunes closure efforts to seeing firsthand spring budding out in the burn areas prove the Phoenix is ready to emerge from the ashes. The views seen along my recent motorcycle ADV recon ride to review impacts of the Zogg Fire near Redding, California, inspired me to write this piece (it also doubled as physical therapy for my rotator cuff surgery). Those scenes include a dirt road through green hills, a seasonal creek crossing and an historic toilet at a Forest Service lookout that was spared from the Zogg Fire.

PERFECT STORM LEADS TO RECOVERY By Donald Amador

Growing up in Humboldt County, I always appreciated the simple things in nature. Riding along dirt roads and seeing creeks, mountains, and valleys inspired me then as they do now. Upon reflection I remain inspired and recommitted to Quiet Warrior Racing’s mission to promote a responsible trail and road ethic for both non-street legal and street legal motorized vehicles by offering quality recreation-oriented consulting services to its clients for the benefit of their customers, stakeholders and the public good.

ver the past three years, many in the greater OHV recreation community experienced a perfect storm that consisted of dealing with massive wildfires in the West, flooding and tornados in the midwest and eastern seaboard, COVID shutdowns and continued political unrest. Now we are facing World War III in Ukraine, drought in the west (which means even more fires) and I just saw a storm blew through Iowa devastating the historic Riverside Raceway MX track and large swaths of public lands. The pandemic, environment and politics have upended our lives, families and our very nation. On top of that, some of us lost a loved one, suffered a serious illness/injury, or lost a job. For me it has been a long and difficult journey. Including surgery, relocation and serious reevaluating. Just how we respond to those trials defines who we are or teaches us what we should be. The good news is that we are resilient people. Our collective positive attitude is often helped by signs we see along our pathway. Specifically for public lands and recreation in the west, we are seeing signs that the Phoenix will emerge from the fire. We remain optimistic and committed to recovery and restoration of recreational rights. While the wildfires were some of the largest and most intense in recorded history, many historic structures and recreation facilities were spared by an unexplained combination of dedicated firefighters, community grit and providence has played out. In the early days of COVID, it appeared that government officials and health officers were trying to enact guidelines

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

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

Keeping trails open is everyone's responsibility. By working together as one motorized community, we can keep our trails open, healthy and beautiful for generations to come. Do your part by riding responsibly, keeping trails clean and trash-free, and volunteering with organizations that are working to keep access open for everyone. Do your part, support Tread Lightly! and it's mission by becoming a member at treadlightly.org.

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

making a dinner reservation for you. Delta Diamond Medallion customers get a customer experience when they get upgraded to business or first class seating. They are then offered a drink while others are still waiting in the boarding line. We all enjoy having some sort of status because it makes us feel important. It strokes our ego, and most importantly it gives us a sense of belonging and being part of that exclusive club. I’m not sure if there are any brick and mortar dealerships out there that have a VIP customer “Diamond Medallion Club” — but I have seen it in online stores! Take for example Rocky Mountain ATV/MC offering RM Cash for customers on their next purchase. While I may not have the exact formula for dealers to create a customer VIP program, I can give some ideas on creating a better customer experience.

Personnel Files By Alex Baylon

THERE IS A DIFFERENCE

Customer Service Vs. Customer Experience, Part II

ordstrom vs. Zappos? What the heck does this have to do with the motorcycle business? As mentioned, this gets tricky, but bear with me. In the last issue we covered customer service and the baseline of customer service… everyone is doing it, but are you doing it well or are you barely doing the bare minimum? If you missed the last issue, I recommend going back to the Dealernews archive and reading this first: https://issuu.com/dealernews/docs/issue_2_ february/72 In this issue we are going to dive into ideas of providing a “customer experience” vs. basic customer service. Think of it as customer service on steroids. The simplest distinction is that customer service is reactionary, while providing a customer experience is being proactive. Don’t wait for something to go wrong to step up your game! American Express Platinum and Black Card members receive a customer experience when they remind you of your upcoming anniversary and suggest concerts or

Knowing your customers. For example, if you know your customer has a Can-Am X3 and telling him/her about the latest and greatest stereo, lights, cargo cooler or whatever the item is and saying you thought about them when you saw it, will go a long way to creating a customer experience. Offering customer a ride home after dropping off their bike for service within X amount of miles from the dealership, will create a customer experience. Many customers will not take the dealers up on this offer, as they are excited to come get it themselves, but offering to deliver the customers new bike, ATV, UTV or Watercraft is going the extra mile toward creating your customer experience. Don’t make your customers feel like the conversation is insincere. There is a difference between asking someone “Hey, how’s it going?” This is the new hello in a sense we don’t really expect and answer, but if you ask How’s your day going so far? Every department needs to engage with the customers asking them questions about their toys and how many bikes they have. What riding gear, jacket or helmet do they wear and why. What tires or oil do they use? Get to know your customers. Have you heard at least one Zappos’ story? Their main focus is customer service and focusing on creating customer experiences, they take every opportunity to create an emotional impact and a lasting memory with their customers. One of the stories that sticks out in my mind is when a customer missed the return deadline, because of a death in the family and Zappos not only accepted the return, but also sent flowers. This kind experience makes customers for life. In fact, Zappos spends most of their marketing budget on customer service and then lets the customers do the marketing for them via word of mouth. Creating true customer experiences takes work… that is why it’s called “going the extra mile.” But it can be well worth the effort.

To sum it all up: Customer service is a transactional happening between your company and the customer. Customer service is what I’m doing because I have to, not because I want to. it’s forced and it’s a bare-bones offering that we all do because it’s part of running a business. Reactive. Customer experience on the other hand is much more robust. It is a “we’re here because we want to be here” approach. Creating a customer experience makes you keep your customer in mind… what is the customer going to see? How are they going to feel? It’s being almost OCD about that journey that the customer is on and leaving a lasting impression on your customers. Now you’ve created more of an experience and less of a transaction. Proactive!

MIJ Industry #PROfiles

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

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

MARCH 2022

attempt with a clean slate. Even if the retail process is eventually reduced to texting or emailing, there still needs to be a state-licensed motor vehicle dealer involved in the delivery, registration and taxing of said vehicle. Of course, bicycles and OHVs are exempt in many states--remember it said “simply” at the beginning of this long paragraph. Stick with me for a conceptualization. Manufacturers, service and associated trades have been organized for a long time and we all should appreciate that. Our industry associations — namely MIC/ROHVA/ SVIA — have preserved, protected and promoted the 3Ps of our industry so the rest of us could go on about our business. Similarly the American Motorcyclist Association (AMA) has also been very organized its 3Ps. They organize groups of riders and racers while also being legislative watchdogs for riders’ rights. But that is only two largely parallel lines…

Confessions Of A Customer® By Eric Anderson

BUILDING A STRONGER INDUSTRY TRIANGLE Taking A Three-Sided Approach To Expanding Powersports

sosceles? Right angle? Obtuse? Equilateral? Do you remember taking trigonometry in high school? Of course, you do! You might also remember the strength of triangular or pyramidal shapes and structures — they last! The 3-sided geometric figure we call a triangle has been the foundation for buildings, mathematics and metaphors for centuries. The Great Pyramids. The Bermuda Triangle. The Power of Prisms. The Louvre… and Love Triangles, of course. Our industry’s evolution is now at a point where we need to embrace some simple triangular diagrams to envision the industry’s future growth, strength, and stability. Simply put, there are 3 basic components to our industry: the riders, the manufacturers/service providers and the dealers. It’s easy to go to the next level of complication and add in wholesale distributors, importers, e-commerce players, etc. but one can still find a place for them inside the 3 basics. We could go the other way and eliminate dealers a’la Tesla, but that doesn’t seem in the cards because most established OEMs are already committed to their retail strategy… unlike Elon Musk was able to

Enter the dealers, many of whom have been in business 60 or more years. Some are organized into state dealer associations so they could help one another grow in a welcoming environment and rally together for common interests. Others have nobody but themselves, industry magazines and an occasional 20 Group training organization to help build a better retail mousetrap. There has never been a successful national association of powersports dealers — until now. Formation of the National Powersports Dealer Association (www.npda.org) can transform the parallel lines of AMA and MIC into a much stronger triangle. This addition changes the dynamics of the other 2 sides. It is like adding the 3rd leg to a two-legged stool. Voila! Stability! What you will notice in the diagrams is how the internal surface area (industry growth) multiplies rapidly as each leg grows. An equilateral triangle with equally “long and strong” legs is where the most growth can be expected. The length of each leg is proportional to the strength of that specific industry sector. This being a metaphorical concept, I can only refer to “strength” and “growth” empirically. If someone wants to mathematically base leg strength/length on some sort of growth algorithm, be my guest — it might further prove the concept laid out here. The point being how important it is for all 3 legs to work together to increase the growth area (or volume) inside the geometric shape.

The weakest leg of the three has always been the lack of dealer organization. Dealers are truly entrepreneurs who re-invent the retail wheel each time they open a new door or set up a new rooftop. They continuously re-invent sales processes, procedures, inventory methods, F&I, accessorizing, customer service, service training, hiring and tons more in the absence of a national organization or standardization. Amazingly it has been this way for more than100 years! There are more than 200 retail associations listed on www.directoryofassociations.com site, including dealers for shoes, groceries, advertising, confectioners, liquor stores, RV dealerships, boat dealers, automobile dealers and 200 others. It seems every industry has a national dealer association except powersports. It’s almost as if the industry has purposefully ignored retailers as the tail on the dog, yet our dealers are point-of-sale and delivery mechanisms are where the rubber meets the road. And yes, even in the new digital world. OEMs cannot look a customer in the eye and shake their hand when they take delivery of a new unit. A real “walk-around” done by humans vs. a YouTube tutorial builds trust in the machine, the brand, and the dealer so follow-up servicing and accessorizing can be performed down the line. The National Powersports Dealer Association can help share the wealth from dealer-to-dealer by capturing the systems of retail and multiplying them as a set of standards across the nation. NPDA can also provide the training, group purchasing benefits and networking needed to build a stronger, more professional dealer base. Qualify and quantify retailing nationally! What a concept. If all 3 sides of the triangle — AMA/MIC/NPDA — begin to focus and synergize their respective efforts and messaging, what would happen? MIC’s growth program called “Ride With Us” is already in place, so what can the other 2 sides of the triangle do to put some additional gas on that industry fire? How about all of us ring the 3 sides of this dinner bell equilaterally for more growth inside our industry and in your stores!!

Other Strong Triangles To Live & Learn By

o build a great organization, you need to integrate the powers of people, process and structure so they work in unison to build a company culture. Without a culture, your organization will be soulless and less than the sum of its parts… rather than greater. If you need to build a quality product, service team of people, you will need to focus on assembling these 3 ingredients in the correct proportions and balance. Businesses lose quality when there is too much of one and not enough of the other two.

Even our own government’s structure is based on the 3 branches providing “checks and balances” on one another to preserve and protect the Constitution, our rule of law and our democracy.

###

A MODEST PROPOSAL What would it take for the 3 boards of MIC/ROHVA, AMA and NPDA to sit in a room together with a 2-day agenda for increasing the strength of the entire powersports industry? A 3rd party moderator from outside our industry could keep things fresh and moving while assisting everyone in thinking “out of the industry”— the direction from where growth and new customers will come. May I suggest Dr. Paul Leinberger, Dealernews columnist, as such a moderator? What do you say Boards? How about it, Paul? ###

The 6500-year-old triskelion represents the triumvirates lifedeath-rebirth, past-present-future, mind-body-spirit, powerintellect-love, creation-preservation-destruction and motherfather-child. Some even say it represents the powers of God, The Son and the Holy Ghost. You may recognize the 3-legged Isle of Man coat of arms more than the original form—thou shall not fall! FOOTNOTE: Our industry stool finally has a third leg, NPDA. The 3 sides of our industry are now represented by AMA, MIC and NPDA. Existing state associations, clubs and local racing sanctioning bodies can all be included once we have a precedent set by the larger national associations. ROHVA and SVIA can be included with MIC as a body of 4-wheel manufacturers, as can watercraft, associated trades and service providers.

MARCH 2022

Once Kammy’s brother saw her riding the bike, he was next and he took off like a champ, he was surprised at how easily it came to him. I’m not sure if they are going to be “Lifers” but they both want Fox shirts to wear to school now. Winning hearts and young minds!

TRAVAILS WITH CHARLIE Much To-Do About Nothing By Charlie Williams

very year we have Ride Day at Big Johns. It’s more of a family day and admission is you have to bring a kid who wants to ride. It’s hardly a GNCC or Supercross — I think we had 10 riders this year — but it is a winner! The most important thing is we had two first-time riders, enjoying their very first ride. They will remember it forever. My new friend Kammy, 12, stomped around with me in below freezing temperatures driving stakes in the ground and tying up ribbon marking our course. She even passed up the chance to go to a Colts game to be here! The next day she rode a quad for hours in the cold then on Ride Day she stepped up and rode a regulation dirtbike! Truly a strong effort for a young girl.

We are limited because we are in Big John’s backyard, but we have been riding here since Junior High. Hidden under the carpet of lawn are some sweet sweeping berms and a great little track naturally built over years of use. Perfect for little kids and perfecter for us bigger kids, too. Plus, the grass always seems to grow back after the roots are properly aerated by knobbies!

Speaking of knobbies, Rory O’Neal from Bridgestone Tires brought his 1997 TM 250 and his fiancee’s 1985 Cagiva 250 — Thats a rare one. We had some really cool vintage bikes this year, including a couple of GasGases… um, Gas-eye… well whatever the plural is we had two of the old 2-strokes, an old Honda and some new KTMs and Kawasakis. Dave brought two beginner bikes and they ran constantly. There was a Husaberg 510 and a Husqvarna 430 in the barn, but none of us are man enough to start them anymore. Rory’s girl JoAnne Halpin surprised him and bought this 97 TM for him 6 years ago. He has had it ready to ride for two years but wanted to ride it with her the first time. Just one catch, she lives in Ireland and well, with COVID she hadn’t been able to visit, so Big John’s Ride Day was the maiden voyage. Awwwwe!

Henry as a second grader has taken a great interest in Badgers — his spirit name is even Black Badger. Rory on the other hand, hasn’t had a hair cut or trim in two years, he’s got the coolest bike and matching TM gear. Plus, he’s got a hot red headed girlfriend who rides like the wind! Oh yeah, his nickname is even “Honey Badger.” It was as if Henry had been transported to the top of Mount Olympus, rather than Big John’s backyard. He just watched Rory in awe but was too shy to speak. Henry just stood there chomping on gummies watching Rory’s every move. Much to Henry’s mother’s dismay, Rory gave him a packet of stickers and her Subaru is now covered in dirtbike stickers.

After a long honeymoon ride, Rory let me ride it and WOW! What a wonderful bike! Sure, it’s easy to shine up and polish a vintage bike to make it look good but most old bikes I’ve ridden are terrible. The owner’s excuse is usually “oh yeah, I still need to fix this, that and the other, but I spent my money on polish and reproduction stickers...” Not this TM! It was perfectly set up, every circuit was perfect, the 50mm Marzocchi forks, the brakes, the clutch action, the Öhlins shock, everything was perfect and my first lap on it was my fastest of all day. But Rory pried me off his bike with the reminder that some of the other kids wanted to ride on the track, too.

After all, fun is what the day is about… and man did the kids have fun! My grandson, Henry ran his KTM 50 out of gas twice and when he wasn’t on his bike he was on the back of the quad or the tractor or chasing the dog or eating chili or sneaking gummy bears and Pepsi! Henry and I got our picture taken on the bikes and that was so cool that I would drive 100 miles of stakes to get another shot like that.

Continued on page 78

MARCH 2022

Continued from page 77

HOT ROD LINCOLN! Shhhh, Don’t Tell Grandma…

Our patron: Big John

Young Henry was star struck, you would have thought he’d met Joe Exotic, The Tiger King! All the way home he had to talk about his new idol: “Rory this, Rory that.” “Shut up!” “Then Rory…” “Shut it!” “Rory Rory Rory”! I remember it was Lars Larsson back in 1968 that changed my world. I had gone to the track that morning as a Tonka enthusiast, after the race I spoke of nothing but Lars Larsson and his Husky. Today I saw the same thing happen to my grandson. He will never forget Ride Day or the Honey Badger. So with little more than a large backyard and a variety of bikes, we changed the life narrative for three young people: “Yes, I can ride a motorcycle,” they will tell their little friends and suffering parents about it, too! Big John’s Ride Day is a day they will never ever forget!

y pappy said, “Son, you’re gonna’ drive me to drinkin’ If you don’t stop drivin’ that Hot Rod Lincoln.”

Commander Cody and His Lost Planet Airmen were definitely onto something when they topped the charts with their version of Hot Rod Lincoln. While I wasn’t exactly racing up the Grapevine, I had to borrow Wilma’s Lincoln to help set-up for Big John’s Ride Day. Just needed something to stow the stakes, ribbons and sledgehammers… and Henry’s KTM 50. After swearing my grandson to secrecy with a bribe of tacos, I managed to hit the road, with Grandma none the wiser. Stopping by Spyke’s KTM & Husqvarna Motorcycles on the way, we dropped off the little bike for David Quillen to wave his magic wand and fix the brakes. Barely any fuel had leaked onto the back seat and the tear in the upholstery was hardly noticeable, so it was off for the promised tacos. When Chuck Sun and I rode in Mexico, I acquired a fondness for tacos de cabra and wouldn’t you know it, I only had to detour as far as Calumet City to get authentic goat meat tacos. With the speed of the hot rod Lincoln, I could easily get there for lunch and back to John’s to unload the course markers without Wilma ever suspecting a thing. For those following along on my “don’t tell grandma about her car” series, I stopped by Juancho’s Tacos and got their signature goat meat dipping tacos. Delicious. But I got green salsa and goat fat all over Grandma’s car.

The good news is that I was eating them out of the trunk so as not to spill any incriminating evidence on the floorboards… and because the Lincoln reeked of gas when not flying along at 65 mph with all the windows down. So while I was eating out of the trunk of her car, Juancho himself came out to bring me more napkins to clean up the mess. Here’s the good part: he asked if he could make a video commercial of me eating. Sure! I’m too slathered in deliciousness to do anything else! He then asked me if I would like a burrito to go… Last time I was chawing breath mints at the International Motocross Museum and the time before that, it was Kentucky Fried Chicken stranded on the KAT… this time, Juancho himself is feeding me!

If this motorcycle thing doesn’t pan out, I’m going to become a food blogger! Eat your heart out Guy Fieri. I have been thrown out of dumps, dives and ptomaine emporiums around the globe! Just don’t tell Grandma that I need to borrow her Hot Rod Lincoln.

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Backstory: Long time coming but the hallowed ground that was Carlsbad Raceway, site of the Hang Ten USGP of Motocross, the original Superbikers competition that created the global Supermoto market, home of the Suzuki MX school, drag racing, SCCA events and even home of the world’s first skate park, has officially been consecrated and a shrine is in the works. After almost 11 years in development with fits and starts at several possible locations, the Carlsbad Raceway Monument Project was officially announced last year with the unveiling of the monument’s design at its permanent home in Vista, California, overlooking the original Carlsbad Raceway property.

CARLSBAD UPDATE

hen the project was publicly unveiled last June, The Carlsbad Raceway Monument was commemorated with a white flag, rather than the green flag or the checkers for a reason. “Racers know that waving the white flag is not a sign of surrender. To us it means we are on the last lap and the checkered flag for the finish is in sight,” explained filmmaker Todd Huffman as the wraps came off the Carlsbad Raceway Monument’s design at its permanent home overlooking the original Carlsbad Raceway property on June 22, 2021. As any racer knows, that last lap in the lead is the scariest, so Huffman hosted an update meeting in March, focused on the drag racers and car guys who raced at the historic venue. “We are so close… and yet so far,” he noted. “We need fans of motorcycles, car racing, skateboards and more to help spread the word and make it happen! We hope to build a small army of folks to join us in getting this done! Spread the word… and bring friends!” This informational outreach marks the start of what could be the home stretch for a project that has been in the works for more than a decade. “A great, great first get together for meet and greet, updates, information on going forward and great beer courtesy of Eppig Brewing,” claimed Huffman. There were equal drag racing and moto people, plus one skateboarder! (Who came from England in 1976 to skate the park at Carlsbad!). Even Carlsbad Raceway founder Larry Grismer showed up with his famous sidekick (the dog). “We sold more bricks, T-shirts and most importantly, made more friends!” If you couldn’t make it to a brewery on a weeknight, you can still support the monument and get a brick built into the walk of fame by contacting Road 2 Recovery. Upon completion, the Carlsbad Raceway Monument will be owned and administered by the non-profit Road 2 Recovery Foundation. https://road2recoverybricks.com/

The project was unveiled on June 22, 2021… the day San Diego local Marty Moates became the first American to beat the Europeans and win the United States Grand Prix of Motocross at Carlsbad on this date in1980. More than Moates’ One Day Of Magic, the 1,300 sq./ft monument will highlight all the activities that went on at Carlsbad, including the various kinds of motorcycle racing, drag and sports car racing and the skateboard park during its 40 years of operation (1964 through its closing in 2004). It will also tell the story of how the park was started in 1964 by Larry Grismer and Sandy Belond who purchased the property in 1961.

The project came to fruition after filmmaker Todd Huffman released his film about Marty Moates’ “One Day of Magic” in his documentary film The Carlsbad USGP:1980 in 2010. “It’s great to finally have a home for this wonderful monument that people from all over the country and world can visit, learn about and remember all the great activities that occurred here at the Carlsbad Raceway,” said Huffman, Pipeline Digital Media (PDM) Producer/Director and the man who created The Motocross Files series. While the website is being revamped, updates are being posted via Facebook: https://www.facebook.com/carlsbadracewaymonumentproject

DAYTONA DEBUT FOR FXR

Dealers, did you catch Garrett Marchbanks’ 450 Class debut during the Daytona SX? It was hard to miss his trick new gear! But this was far more than a fashion statement. FXR is serving notice that they offer dealer-direct, top quality gear with better fit and functionality and some of the highest margins in the moto-market. Add in dealer support, a 3-year manufacturer’s warranty… not to mention the high visibility on the backs of elite athletes, and you have a value proposition worth checking out! “For FXR Moto, there’s simply no other location more fitting to launch the Podium Pro LE Motocross Collection than Daytona,” explains Brand Manager Andy White. “We are thrilled to introduce a bold new graphic design into the most innovative pant and jersey chassis on the market. There is simply no comparison in motocross today. When you launch gear at a place steeped in racing history, we make sure we continue to raise the bar with our own history. We are FXR.” What is FXR? Because the brand was literally born in a dealership, they have continued to think of things from the dealers’ perspective rather than a global conglomerate. And they are Canadian, eh? At age 17, FXR owner Milt Reimer started working part time at a Honda/Polaris dealership in the small town of Morris, MB, about 50 kms south of Winnipeg. It was there he started racing motocross. He continued to work at that dealership for 10 years, and after realizing he really liked it, he bought the company. Even then, Milt says he believed being a dealer was just another step towards the next project. It was during the next 6 years that the business plans for a clothing company called FXR were created. Milt noticed that nobody was making high performance snow rider wear and started to design some items to be made up by a local garment manufacturer. The first beginnings were operated in the basement of his house… fast forward to FXR’s Podium Pro debut at the Daytona SX!

MARCH 2022

PODIUM PRO LE JERSEY

Offering a choice of three colorways FXR continues to infuse its fashionforward, functionally first philosophy with the new Podium Pro LE Collection that made its debut in Daytona. The Omni-Stretch material in FXR’s Podium Pro LE jersey was developed to give riders the ultimate combination of 4-way stretch with the maximum amount of airflow. The Podium Pro LE jersey’s hybrid vented material is constructed in a performance fit pattern that allows the jersey to flex and move without restriction while helping riders maintain a lower core temperature. MSRP $79.99 https://fxrracing.com/collections/podium-pro-le-2022-5-kit?sk us=223322-0120-04,223334-0120-28

PODIUM PRO LE PANT

FXR has refined and improved the fit and performance of the Podium Pro LE Pant based on the M-2 Motion Pant chassis, to offer the all-new Podium Pro LE model. Keeping all the same benefits of the Helium chassis with extra ventilation for maximum amount of airflow. An allnew industry-first Auto-Buckle front closure system works with FXR’s fool-proof Hook & Loop side hip adjusters to further secure the waist closure and provide a positive feeling under hard acceleration or seat bouncing scenarios. MSRP: $199.99 https://fxrracing.com/collections/podium-pro-le-2022-5-kit?sk us=223322-0120-04,223334-0120-28

LEGEND JERSEY

What is Legendary? Simply defined, it is one who achieves a Gold Status, through timeless longevity, endless durability and a long history of winning in the world’s most demanding sport. FXR acknowledges the continued demands of our athletes and honors those who have become legends by introducing the Revo 2022.5 LE Legend Series. Blending optimal breathability and performance, this provides the rider with world class comfort while racing or riding like no other gear set has done before. The Revo line gets the same function follows fashion approach the Podium series gets, but in gold! MSRP: $79.99 https://fxrracing.com/collections/revo-moto/products/revolegend-series-mx-jersey

LEGEND PANT

Breaking it down by the bullet points, Revo pants come fully loaded! • M-2 chassis design to give the rider class-leading fit & mobility • Lightweight perforated Omni-Stretch fabric which offers high levels of ventilation with maintaining strength and mobility • Auto-Buckle waist closure system offers a precise and secure fit • Slim fit knee design with added pre-curve provides less restriction and increased contact area • New updated yoke panel for improved mobility • Dual-layer knee fabric with full-grain leather and abrasion-resistant inner fabric • New durable mesh inserts on the back of the leg for added ventilation • Triple topstitching in critical areas for extra strength and durability • Adjustable Hook and Loop side waist system for a personalized fit • Silicone printed inner elastic waist for extra grip and security • Polyester mesh lining for breathability and comfort • Fade-free sublimation prints MSRP $199.99 https://fxrracing.com/collections/revo-moto/products/revolegend-series-mx-pant

COMP JERSEY

The Omni-Stretch material in FXR’s Revo Comp jersey was developed to give riders the ultimate combination of 4-way stretch with the maximum amount of airflow. This jersey’s hybrid vented material is constructed in a performance fit pattern that allows it to flex and move without restriction. Highlights include: • Lightweight polyester-spandex mesh for increased breathability and rider comfort • Slim fit design • Bonded sleeve cuffs for reduced friction • Shaped front collar for improved comfort • Drop-tail hem and long length protect midriff exposure • Fade-free sublimation prints MSRP $79.99 https://fxrracing.com/collections/revo-moto/products/revo-compmx-jersey

COMP PANT

Passion for purpose-built products continues to define FXR. The 2022.5 Revo Comp collection combines market-leading freedom of motion with breathability to deliver an unrestricted experience. This allows riders like Muc-Off/FXR/ClubMX Garrett Marchbanks to feel more comfortable and connected, which in turn helps them maintain focus during demanding SX main events. MSRP $199.99 https://fxrracing.com/collections/limited-edition-moto/products/ revo-comp-mx-pant

MARCH 2022

VALE MIKE THOME 1951-2022 By Mark Thome

ost folks in Mitchell, South Dakota, knew Mike Thome from almost his entire adult life working alongside our brother Marv in the shop at Honda of Mitchell. I’d ballpark it was something like 40 years straight he spent behind the parts counter and on the phone grinding out the decades helping customers get whatever they needed to keep their Honda motorcycles and ATVs running and working well. I’ve been back in a very similar dayto-day job at a family-owned Honda dealer in Missoula, Montana now for something approaching 10 years, and not a day goes by that I don’t think about our place in Mitchell, growing up around motorcycles and motorcycle people. I can tell ya, working in a family-owned dealership isn’t always a cakewalk, but you learn to be good at it, and there’s a lot of satisfaction when occasionally you’ve made a customer really happy with whatever you’ve sent them out the door with. It’s hard to leave the shop behind after you lock up and go home for the night — it’s your life during the daylight hours for the past 4 decades, it was largely Mike’s life, too. Mike & Marv have been running Honda of Mitchell all these decades — it’s indescribably gratifying to have had an integral part in the riding experience of so many people in this area over the years that have become lifelong acquaintances, and many are some of our very best lifelong friends. Despite these sad circumstances, it was really great to see everyone at Mike’s service.

Most everyone has a favorite ‘Mike story’ (or a few stories). We shared stories at the service and later that night at The Moose — watching the Daytona Supercross, having a few beers with friends, and telling old stories. Mike would have loved to have been right in the middle of all that – and in a way, he was. As a lifelong motorcycle enthusiast & having worked at some really great dream jobs in the industry over the years, I’ve always taken a lot of satisfaction in knowing I had some little part in helping untold numbers of riders have their best experiences riding. And I know (again, especially from being back working in a retail motorcycle shop at ground level), it can be a hair pulling experience (as evidenced by my two older brothers with less hair than I still have) but is also a damn good honest way to be here for our friends and customers we’ve grown to know over all the years. Indianapolis Motorcycle Dealer Show Many of my friends in the motorcycle industry knew Mike from meeting him there over the years he’d make the trip to Dealer Expo. We found this little “hole in the wall” pub in Indy with the most amazing Oyster Po’ Boy Sandwiches and had a tradition of hitting that place the first night we’d get to town. I took him a couple times to the Weber Grille, too. Mike was a purist with cooking his steaks at home on a Weber Grill using nothing but charcoal briquets. No propane, couldn’t get him on board with the Traeger. So at the Weber Grille Restaurants, they do the same thing, except they cook on these massive grills… and the steaks are just absolutely perfect every time. Mike could’ve gone to Indy once a year just to hit that place. Another place Mike really looked forward to every year in Indianapolis is a world-class blues bar called The Slippery Noodle.

That place has live blues bands every night of the week – on three levels. We’d get Mike there, find him whatever table or spot worked for him, and just park him there at “The Noodle” the rest of the night – happy as a clam, every night, all weekend long. Dual Sport Rides In CA Mike wasn’t much of a dirt rider, but he made it through a couple of those with me, and once in a while years later we’d remember what amazing days we had riding in the woods and the desert. We put in a handful of hundred mile days, and those rides with him were priceless. I was really glad to be able to show him a completely different experience on the bike, and to be able to do those rides with a few hundred other folks all riding the same routes & terrain in a day – it’s hard to beat for squeezing in that much fun into a day. Mike was definitely much more of a street rider. He loved going fast, and of course in some of the parts of South Dakota, there’s plenty of room to open the throttle and let ‘er go. Mike told me about some of the weekend day-trip rides he’d do, out past Platte to the Missouri River — finding max top end speeds up the hill past the bridge going up that hill west of there. I’m thankful I was able to spend some great times with Mike in this life. I know when he was along, everything was a little better, a little more fun. Kinda like bacon. Bacon just makes everything better. Mike was the bacon of brothers, and of friends. Since the announcement of Mike’s passing, it’s been amazing and really gratifying to see countless notes of condolence that mentioned what a good guy Mike was, how helpful he was to many customers at the shop over the years, and that he’ll be missed very much. Indeed. We’re gonna miss you, Mike. Take care of Mom and Dad if you see ‘em, and hopefully go out for some rides with them and our other motorcycle friends if that’s an option up there. Cheers to you, Mike, rest in peace.

Action Recruiting......................................................... 39 Bobcat.............................................................................. 9 CanDo Diagnostics, Inc................................................ 15 CDK/Lightspeed .......................................................... 79 DX1................................................................................. 41 Find It Now GPS Security............................................ 11 FXR Racing.................................................................... 27 Get Started Riding Motorcycles................................. 89 Harden Off-Road..............................................................37 HJC Helmets.......................................................................23 KTM/Synchrony............................................................ 19 MaxOpp Marketing....................................................... 57 MBA Insurance.............................................................. 63 Monimoto...................................................................... 42 Motorcycle Industry Council (MIC)............................. 65

Marv Thome, Mike Thome & Mark Thome

Motorcycle Industry Jobs (MIJ)................................... 17 National Powersport Auctions (NPA)........................ 47 National Powersport Dealer Association (NPDA) ... 45 Nelson-Rigg.................................................................. 81 Rambo Electric Bikes.................................................. 61 Red Line Synthetic Oil................................................ 35 Royal Enfield................................................................... 7 Torque Off-Road........................................................... 31 Traffic Log Pro ............................................................. 41 Tread Lightly................................................................. 71 Triumph Motorcycles America.................................... 13 Tucker Powersports..................................................... 58 Twisted Throttle...............................................................25 Vroom Network....................................................... CVR4 Western Power Sports............................................... 2-3

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

MARCH 2022

At the end of 2021 new leadership came in. Within a few short weeks the cultural shift was obvious. The desire to understand problems and make changes appeared to be replaced with ill-informed actions. The rules were changing with no communication as to those changes. What was okay the month before became a sin without notice. Those of you who really know me, know I am not quiet, nor soft-spoken, nor a pushover. I’m also not an angel. To that end I was vocal about the changes. In all fairness, they did offer me an alternative position. I was offered to be the brand ambassador of Nivel or Nivel UTV, (I never really grasped the specifics of it, nor did I agree to it) at the same salary. I was told if I didn’t accept that there was nothing else for me at Nivel. I did not accept that offer. After more than 25 years in off-road, I was told I had no authority or voice or “seat at the table.” Truthfully, being a UTV ambassador is a position I would have enjoyed at the right time. But not now, not while things are changing so fast. I’m unemployed today because of my choice to sell to Nivel, however, don’t mistake that with I chose to leave or willingly resign, I did not. It is interesting that, before High Lifter, there were no lift kits for ATVs or UTVs. There were sport quads and hunting quads. There were plenty of people that liked playing in the mud, but there were no accessories for them, there was no powersports off-road market. We helped drive the creation of this market. There are other great companies that also sprang up to drive that growth. And while High Lifter did not sell the first arched control arms or snorkels, many of the first ones were developed at High Lifter for our own use.

HIGH LIFTER SHAKEUP!

Life Update From Scott Smith & Rachel London Smith

fter 25 years I have a new email address. I can no longer be reached at scott@highlifter.com nor scott. smith@highlifter.com. The change was sudden and swift. Regardless of the semantics, I did not choose to leave High Lifter. I was escorted from the building. It was a fitting conclusion to the last month and indicative of leadership’s mindset. Make no mistake, I will always love High Lifter and all the staff of High Lifter. Nivel, on the other hand, is a different animal altogether. Current Nivel leadership is not reflective of their staff. I formed bonds with several people at Nivel and continue to hold those people in high regard. Rachel and I chose to sell High Lifter to Nivel last year. After 10 months it still felt like the right decision for the company. I repeatedly sang the praises of how good the company was and how proud I was to be a part of it. By joining the Nivel “family” (I use that word loosely because words and actions matter) we were able to offer much more to our High Lifter family, both team members and customers. There were plenty of struggles during that time, but all worked together diligently to resolve those challenges. That sounds overly rosy, and it is, but that was the net result.

There were no “mud” editions from the OEMs. My dad and I started the High Lifter Mud Nationals almost 20 years ago. These off-road events — now there are many — simply didn’t exist. We brought the leading companies in the industry together with the customers for days of fun, action, entertainment and business. Since those early days we continued to drive progress in portals, axles, long travel suspensions and heavyduty control arms. We never stopped. We tested, broke and fixed our kits in the pursuit of high-quality products. I realize I drifted back in time, but these driving improvements are still alive today and not just history. The High Lifter family did that. The “secret sauce” was always in the passion, not the company. The passion comes from people. On Monday February 14, 2022, one of the most passionate people in the off-road industry was escorted from the building in an unreasonable exercise of power. I am so proud of the nearly 100 High Lifter team members in Shreveport, LA. We accomplished all of the above together. It was never one person. I was fortunate enough to find and build this team through the years and together we accomplished a lot. I will see you on the trails my friends. Please feel free to share my new contact information since I don’t have access to many of my friends any longer. Scott Smith New contact information: scott@laokranch.com

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