Issue #4 April 2022 by Dealernews

BOB & SARAH KEE

DN 2.0 #4

Never A Dull Moment At Destination Cycle

NPDA Dealer News DIVERSITY WITH SEN. JONI ERNST

CONTENTS 06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE+ 24 OEM UPDATE

32 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 38 INDUSTRY RESEARCH+ 40 INDUSTRY RESEARCH+ 43 eDEALERNEWS 44 CURRENTS+ 49 NPDA DEALER NEWS 50 AN OPEN LETTER TO ALL DEALERS Fran O’Hagan On Pied Piper Findings

Bob Althoff On Future Shock

Lenny Sims On J.D. Power Valuations

Robin Hartfiel On Never A Dull Moment

NPA’s Jim Woodruff On Pre-Owned

The Industry On Dealernews

Don Musick Could’a Been A Contender

All The News That’s Fit To Print

Watts Up?

Personnel Postings

Destination Cycle Deep In The Heart Of Texas

Tucker Takes eTour, Petersen Presents EVs Updating Dealers On The Association

Royal Enfield Classic 350 & Scram 411 Coming To America

26 WHAT THEY SAID 28 PERFORMANCE+

The Moto Media Responds To Classic 350

National Powersports Dealer Association Call To Arms

Mark Rodgers Talks On The Single Most Important Thing

12 4

OUR TEAM

52 54 DIVERSITY+ 100 WOMEN IN POWERSPORTS 55 TOP NPDA LIVE!

Cover Dealer Bob Kee On NPDA Senator Joni Ernst, Motorcycle Caucus Co-Chair

#powerwomen Class Of 2022 Continued

56 MIC RIDE REPORT 58 PERSONNEL FILES 62 ADVOCACY+

What Does The MIC Do For You?

64 66 GEAR+ 70 PRESS PASS+ 72 VALE+ 75 AD INDEX

CONFESSIONS OF A CUSTOMER

Eric Anderson On Go Small… To Go Big! Dirtbag Brands

North To Alaska With The Himalayan Ave Atque Vale Mel Harris This issue Brought To You By…

Good Help Is Hard To Find Don Amador On Good Vibes & Chainsaws

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

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

APRIL 2022

What are the elements that got our industry back on the growth curve? Let us count the ways: 1. Education became important and 24 x 7 x 365 availability by job function became a fully certificated (and in many careers, a degreed) reality.

World’s Luckiest Man By Bob Althoff

FUTURE SHOCK! A Growth Story

magine it is 2032.

You are still around (Victory #1). As you look back at the decade just past, a smile crosses your face. “What a ride it has been!,” you think. Let’s see … way back in 2022, there was the wreckage of the pandemic, inflation, broken supply chains, war in Europe, political discord, rising interest rates. People were worried — rising crime; borders out of control. Yep, it was a laugh-a-minute. Out of all that chaos, something happened. Something that changed our industry massively. Something good. The National Powersports Dealers Association (NPDA) was formed. First, Dealers joined. Then forward thinking aftermarket companies stepped up. Eventually even the OEMs came aboard (Victory #2). Increasingly, all the oars started rowing in the same direction. Before you know it, here we are: It’s 2032, and the powersports industry is humming right along. Candace Owens is President — she is often seen in her electric SXS near her Western White House in Wyoming. Life is good.

2. We built our own Powersports Network, broadcasting all the good news that we are into tens of millions of new households. It was slow at first — 2 or 3 hours a week rotated back in 2 or 3 times a week. But within a year, our incredible “content” full of the fun, friendships and adventure; full of our colorful characters; full of our great new products; full of the stories of all the good our customers do in their communities; full of races and events; full of our history and our heroes… it just started rolling! Feature films came along, which celebrated all that we are, but first and foremost, our sense of community! People wanted in. Our industry got its traction back when we reclaimed our soul. If our inclusive customer community was (always) the model, perhaps our Dealers and OEMs and Aftermarket players needed a new sense of respect for one another. And as we found it again, we found our way. Could it happen? Hell, yes, it is already happening… And 2032 is going to be a hell of a year! Bob P. S. Tell us about your decade of growth, plans, hopes and dreams for our businesses, our industry and our customers…Where do you see yourself in 2032.

thunder, but the panel addressed the tough topics, with an eye on what a shift from ICE to EV might mean from the dealers’ perspective. So do dealers short circuit when we run out of gas, or do they charge ahead into Bob Althoff’s vision of the future? Quick cut to the chase. “As the leader in the electric motorcycle field Zero believes the customer experience is critical and dealers are integral to the process.” As opposed to the LiveWire Teslastyle company store model, he points to Zero’s just announced “CX” Customer Experience program. “The new department will be bifurcated between the creation and distribution of technical training materials and the public-facing service handling for the global dealer network and owners alike.” But the bottom line will be dictated by the dealer’s traditional role at the point of purchase. Chalk one up for charging ahead.

Editor’s Note By Robin Hartfiel

A SHOCKING FUTURE

Will The Market Short Circuit… Or Charge Ahead?

ob Althoff has a clear vision of the future. In fact he says 2032 is going to be a Hell of a year for Dealers… and he means that in the utopian sense where we have universal dealer education, professional training and even our own Powersports Network broadcasting the good news to millions of new households. This is a far cry from the dystopian Hell for the internal combustion industry being mandated by California Governor Gavin Newsom. CA Executive Order N-79-20 calls for 100% of in-state cars and light trucks to be zero emission by 2035 and 100% ZEV for off-road vehicles, where feasible. Compounding that California ICE elimination mandate is the fact that 14 other states have already adapted similar California Air Resources Board timelines… That is just two years after Bob’s banner year forecast. The intersection of utopia and dystopia would appear to be EVs. Recognizing this critical timeline, the Motorcycle Industry Council held its 17th Communications Symposium at the end of April to address the EV elephant in the room. “The electrification of vehicles affects lifestyles, the economy and our industry,” explains Scott Schloegel, MIC’s Senior Vice President Government Relations. “We have challenges to face and opportunities to realize, including consumer acceptance, dealer support, policy and regulatory demands, range, charging infrastructure and battery life, to name a few.” To prepare for this change, it is essential to understand how plug-in technology will be used in the powersports industry and issues surrounding social acceptance. Schloegel was joined by Rod Lopusnak, General Manager, Triumph Motorcycles North America; Dan Quick, Director of Communications, Zero Motorcycles; and Laurence Kuykendall, Marketing Director, Energica Motor Company. Not to steal MIC’s

Kuykendall addressed the issues of range, infrastructure and battery life, adding that Engergica has already had eBikes running the Cannonball route from New York to Los Angeles in 110 hours… and that is before the EV charging corridors that were proposed by the stalled Build Back Better infrastructure initiative fizzled out. Nor will the rider experience be diminished by ebikes… it will be enhanced substantially. “We grew up believing clutches, loud pipes and gas-power were the only way to experience motorcycling… however I find myself being a better rider and going faster and smoother than I ever have without all the sound and fury of an ICE bike.” Kuykendall does concede the timeline to overcoming battery limitations could be 5-6 years down the road — a possible purgatory half-way between now and Newsom’s mandate timeframe. “If you are waiting for a technological revolution tomorrow, it ain’t happening.” He recommends buying into the mindset now and charging ahead into this brave new world. However battery range is a perception issue rather than a performance problem in the eyes of all three panelists. “We passed the 100 mph/1 hour/100 mile range standard a couple years ago,” claims Quick. And the MIC motorcycle usage stats confirm the average motorcycle usage is for trips 20 miles or less. After a lifetime of being in the motorcycle industry with the family dealership, stints with AMA and Tucker, plus 20+ years at Suzuki before becoming GM of Triumph, Lopusnak has a unique and very pro-dealer perspective. “The thing about the powersports industry is that we are the ultimate chameleons. Dealers have been here many times before… think back to three-wheelers, then the PWC wave and now the UTV surge… next it will be EVs.” “EV is our present at Zero, it is our past and it Is the future for all of us,” concludes Quick. Do you believe Bob and the EV proponents or will the ICE opponents win by 2035? Either way, it promises to be a Hell of a ride!

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.

ICK.

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CFMOTO DOWNUNDER Thanks for sharing, my video has surpassed 20,000 views! Thanks all! The new 800MT from CFMOTO really is a landmark model in the brand’s history. It is the first truly open class motorcycle in their range and the first model to reap the rewards of the collaboration with Austrian industry leader, KTM the 800MT Sport manages to impress our two experienced reviewers.

https://issuu.com/dealernews/docs/ issue_2_february/28 Please feel free to use our Living for the Ride YouTube channel story links regarding the new CFMOTO 700 and 800s, including the CFMOTO 800MT - Raving reviews about this new motorcycle game-changer here: https://youtu.be/OXSiCg50Yyc Living for the Ride - New CFMOTO 700 CL-X: https://youtu.be/aWmI3wAxFN0 Fitting factory accessories to your CFMOTO CL X 700: https://youtu.be/mtLffUnxv5w I hope we can help more in the future. Best regards, Laszlo Nyerges @LivingForTheRide https://www.youtube.com/c/LivingfortheRide

Actually Scott and I have known each other since I was at CCI. He also knows the value that Mark brings to the industry and was very complimentary of Mr. Rodgers skill set as well.

Watch the review to the very end to see why! Dale Schmidtchen, Industry Commentator @Living for the Ride Brisbane, Queensland AUSTRALIA We shared Dale’s comments in the “What They Said” OEM Update on CFMOTO in the February issue since he was one of the very first journalists we know to have ridden the various iterations and worked in dealer development in the U.S. in the past.

SPEAKING OF YOUTUBE, HEADS UP FROM KYT Regarding Dealernews LIVE interview at AIMExpo, NX race vs NZ race differences? Bosu Via YouTube As we noted on YouTube, it is best to go straight to the source for that answer. What we do know is that the NZ-Race is an up-spec carbonfiber racing lid in the $450-500 range. The shell is a Triaxial Composite (Carbon, Kevlar, Fiberglass) with high resistance to crashes. NZ-Race shell is produced in two sizes: M and L. Brandon Cretu from KYT Americas adds: The NX is an older model year than the NZ. The NZ model began in 2021 in the US and continues for 2022. The @dealernews response was spot on related to the difference between the NF-R and the NZ Race. Hope that helps.

BUT WAIT, THERE IS MORE Thanks for using our comment regarding the new CFMOTO bikes in your Dealernews February Issue:

MARK RODGERS CONVERSATIONS Got a phone call from Scott Miller (retired VP at HDMC) and he raved about our interview Mark Rodgers Conversations With “Dangerous” Dan Stern: https://issuu.com/dealernews/docs/ issue_2_february/58 He said it looked like two guys having a conversation in a bar. He went on to be very complimentary and that every HD exec as well as dealers should heed my advice. HA! Fooled him.

I was on a ride yesterday to Big Sur for lunch. Just the perfect weather on the coast (yes, rubbing it in a little) and a few friends of mine couldn’t stop talking about the Conversation. Seems one friend passed it along to many others. Two of the guys on this ride are a little older than me and are business owners, longtime HD owners and simply asked, “Why don’t all the other dealers get this?” They went on to tell me some recent horror and I mean horror stories. I have always said what I do is not rocket science, but I am starting to believe it must be since I’m somewhat of an outlier. Wanted you to know that the Conversation is having an impact farther than just the dealer network. Interesting and entertaining. All The Best, Dan Stern All three segments of Mark’s Conversations with Dan Stern are archived and available 24/7— as are his Sales Success In 60 Seconds... Or Less segments — at Dealernews YouTube channel and can be accessed here: https://www.youtube.com/c/Dealernews50

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

of Columbia Circuit determined that the waiver misinterpreted the Clean Air Act and the waiver was struck down. To learn more and take action, visit: https://www.votervoice.net/Motorcyclist/ campaigns/94109/respond

BAD GAS STRIKES AGAIN!

Something stinks and the American Motorcyclist Association aims to do something about it. The riders’ right association strongly opposes the emergency waiver that would allow summertime sales of E15 recently announced by the Biden administration. AMA is also opposed to any attempt to weaken the already inadequate labeling standards at the pump that put motorcyclists at risk of misfuelling. “E15 has been shown to damage carbureted and fuel-injected motorcycles, reduce gas mileage and decrease shelf life of the gasoline,” said AMA Director of Government Relations Michael Sayre. “The fact that it is illegal to use in motorcycles, and that clear labeling at the pump is not required, poses a significant risk for misfuelling.” None of the estimated 22 million motorcycles and ATVs in use in this country are certified by the U.S. Environmental Protection Agency to use fuel containing more than 10% ethanol by volume. E15, which contains 15% ethanol, is in fact illegal to use in motorcycles, boat engines, lawn mowers, chainsaws and other outdoor power equipment products. The planned EPA waiver is set to be finalized before summertime sales begin on June 1. E15 sales are traditionally barred between June 1 and September 15 due to the blends’ higher volatility, which contributes to smog in the warmer months. According to the White House, the EPA will also consider working with states to expand E15 availability and modifying labeling at the fuel pump. The AMA greatly opposes modifying labels at the pump that could potentially misinform customers. The AMA instead advocates for stronger labeling at the pump to make the potential dangers of E15 clear and concise. The inadequacy of labeling can be seen in the rise of Unleaded 88, a fuel that contains 15% ethanol and is deliberately mislabeled. The EPA has acknowledged the growing scientific consensus that ethanol-blended fuels are worse for the environment than nonethanol fuels, and economists and analysts doubt the waiver will have any measurable impact on lowering prices at the pump. A similar EPA waiver in 2018 to allow for year-round sales of E15 was challenged in court by the AMA and the American Petroleum Institute (API). A three-judge panel on the U.S. Court of Appeals for the District

MUSTANG SEATS SOLD TO VETERANS

A group of U.S. Army veterans has acquired the iconic Mustang Seats brand from VC firm Monomoy Capital Partners for an undisclosed amount. Known for high-quality motorcycle seats, Mustang was founded by Al Simmons and named after his favorite warbird, the P-51 Mustang in 1980. Operating from a historic old mill, Mustang employs 85 people at its Three Rivers, Massachusetts, manufacturing facility. “Mustang Seats presents a tremendous opportunity for us at LDR,” said William Brame, partner at LDR and co-head of its acquisition business. LDR, founded in 2011 by three US Army officers, is a private investment firm focused on acquiring and growing unique, cash flow generating businesses in the manufacturing, industrial products, and transportation sectors. “Our unique approach is in providing growing companies the resources they need to continue to expand while identifying areas for new value creation. We’ll invest in people, technology, and the machinery the company needs to help deliver the iconic Mustang Seats to motorcycle riders looking for our products domestically and internationally.” He adds LDR intends to keep Mustang’s operations in its current primary location as it adds manufacturing technology, production capacity and marketing capabilities to the organization. The company has added nearly 20 employees since September of 2021 and the new owners anticipate hiring additional resources in the coming months to accomplish their goals. “We believe in Mustang’s product, in its people and in the strength of the motorcycle accessory market,” continued Brame. “Our leadership is excited about entrenching ourselves in this company and in the riding community. We look forward to meeting our loyal customers and partners at rallies and events this year.” “The leadership and employees here at Mustang couldn’t be happier about the news,” claims Mustang GM Mike Cornelius. “The additional investment from LDR will help us take the next step forward. Our orders show that riders want Mustang Seats and our team is excited to continue to deliver them to our loyal dealers and customers.”

Building sales on road and expanding its presence into everything from eBikes to the ADV arena has seen the brand retail more than 300,000 units since the acquisition. Despite the global issues of the past year, Husqvarna set a sales record of 60,801 units in 2021. Topped by streetbikes, a number of new machines contributed to Husqvarna Motorcycles’ latest sales successes. The Norden 901 “travel motorcycle” launched in the Spring of 2021 solidifying Husqvarna’s presence in the street segment. The first quarter of 2021 also saw the arrival of the Svartpilen 125, further extending Husqvarna’s footprint with singlecylinder street series to an even wider audience.

HUSKY HAS RECORD YEAR!

There was a time not that long ago when Husqvarna was synonymous with success… in the off-road racing game. Now the measure of success is unit sales of streetbikes, not enduro racing podiums (although you can still find Husky there, too. After becoming part of the PIERER Mobility AG in 2013, Husqvarna Motorcycles entered its most successful era in nearly 120 years of motorcycle production.

Along with the launch of these models, the brand set out its objectives in the world of e-mobility with the introduction of various e-concepts at the beginning of 2021. This commitment to emerging technology yielded immediate results, with Husqvarna Motorcycles winning the inaugural Junior E-Motocross series, that was introduced in cooperation with Infront Moto Racing in 2021. The ground-breaking series will continue in 2022 with five rounds within the MXGP World Championship. However, they haven’t forgotten their racing roots. To date, Husqvarna Motorcycles has won 108 international competition titles, most recent being Billy Bolt’s 2022 FIM SuperEnduro World Champion title. Continued on page 14

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proximity to their other powersports dealerships. The family was excited about the opportunity. Working with the HarleyDavidson Motor Company, they were able to close the main dealership in Goldsboro and convert the secondary retail location in Smithfield to a full-service dealership. Closing the Goldsboro location fell in line with the Motor Company’s consolidation movement in over-saturated markets. We are very excited for Carson and his wife to take Shelton’s long legacy to the next level. I also want to thank the Davis family, Sharon, Shelton and their daughter, Hannah, for trusting me again to sell their second family-owned dealership after 33 years.” Following the sale, Carson Baker stated, “My family and I have known George Chaconas and Performance Brokerage Services for many years. I met his associate Courtney Bernhard last year and mentioned I was looking to grow my powersports portfolio. Several months later, I connected with George and we discussed a Harley-Davidson dealership that seemed to be a strategic fit within my existing dealerships. Courtney and George worked to help make this a smooth and successful transaction, and I look forward to working with them in the future as we continue to grow.” The Smithfield location will remain at its current address at 1043 Outlet Center Drive in Smithfield, North Carolina, and has been renamed Bulldog Harley-Davidson. The Goldsboro location has been closed.

DEALER NEWS:

Shelton’s Sold, Becomes Bulldog Shelton’s Harley-Davidson of Smithfield and Goldsboro, North Carolina, has changed hands as Shelton and Sharon Davis have retired and sold the operation to Carson Baker of Baker American Cycles and renamed Bulldog Harley-Davidson. Established by the Davis family more than 30 years ago, Shelton’s love of the Harley-Davidson brand combined with Sharon’s commitment and passion for family, created a legacy that will not soon be forgotten. “We are thrilled to finally announce that Carson Baker of Bulldog Harley-Davidson will be the new owner,” says the Davis family. “Carson is a phenomenal person, and we are so excited for him to experience the thrills and connections we have established over the years!” Known for his vintage bikes and tremendous knowledge of Harley-Davidson history, which was displayed throughout his dealerships, Shelton had amassed quite a YouTube following. Shelton’s HarleyDavidson was heavily involved in local community outreach with everything from H.O.G. chapter meetings and Toy Runs to bike shows and a Poker Run that supported multiple causes and organizations. Bringing Baker into the mix was a deal engineered by George Chaconas of Performance Brokerage Services. “We recently had the pleasure of helping Carson Baker’s father, Fred, sell his Chevrolet store in North Carolina,” notes Chaconas. “I reconnected with the family at the Powersports Business Accelerate Conference in Atlanta last year, and suggested they consider buying Shelton’s Harley-Davidson, given the

ATTN: GENTLE FOLK, WE RIDE TOGETHER IN 2022

Organizers for The Distinguished Gentleman’s Ride say that “2022 is the year for connecting with your fellow gentlefolk. On Sunday, May 22nd around the world, the global DGR community will come together and celebrate in trademark dapper fashion.” The Distinguished Gentleman’s Ride was founded in Sydney, Australia, by Mark Hawwa to raise funds and awareness for prostate cancer research and men’s mental health. It was inspired by a photo of TV Show Mad Men’s Don Draper astride a classic bike and wearing his finest suit. Mark decided a themed ride would be a great way of connecting niche motorcycle enthusiasts and communities while raising funds to support the men in our lives. Since its 2012 founding, DGR has united to raise $31.6 Million for men’s health and engaged 340,000+ classic and vintage riders in 115 countries around the world. After the global pandemic the mantra is: In 2022, #WeRideTogether Register here: https://www.gentlemansride.com/register

“There has long been a need for a place where all the professional women working in motorsports can come together to collaborate and elevate their opportunities,” said 7X Indy 500 racer and cofounder Lyn St. James. “Beth Paretta and I had spoken about this subject on a number of occasions, and we decided to develop a platform and bring in some of the many talented professionals currently employed in the sport to join committees and build a charity to be a place women could go for resources who want to work in motorsports.”

WOMEN IN MOTORSPORTS LAUNCHES WEBSITE

Diversity is a fact. Equity is a choice. Inclusion is an action. Belonging is an outcome. Founded on these pillars, The Women in Motorsports North America (WIMNA) has been launched as a community of professionals supporting opportunities for women across all disciplines of motorsport. By creating an inclusive, resourceful environment, the 501 (c)(3) charity looks to foster mentorship, advocacy, education and growth to help ensure a successful and effective future for women in professional motorsports roles.

“We are proud to have such a strong, varied Working Group of professional women and men who have helped shape our purpose and strategy. Our strength is in our members and the breadth of their perspectives across many disciplines including engineers, drivers, team management, PR/marketing, track operations, sponsor relations, and event promotions,” added Paretta. “As we strive to increase opportunities for women to work in motorsports, WIMNA will be a resource for people considering or advancing their careers. The organization will help us all work together to identify, train, and support new talent to continue to produce a pipeline of future experts in our sport.” The outreach already includes Stefy Bau, first woman to win every round of the WMA National Championship in 1999. Her career led her to seven Italian National Championships, 5 US National Championships, and 3 Women World Championships and she is currently CEO of InitEsports. Join the likes of Lyn St. James, Beth Paretta and Stefy Bau at: https://womeninmotorsportsna.com/

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Former Director of Marketing for Tucker Powersports and most recently Global Brand Director for EVS, Taz Sobotka is back in the field calling on dealers. “I’m happy to share that I’ve started a new position as Regional Sales Manager over the East Region at HISUN Motors Corp., U.S.A. It’s been a wild couple of weeks so far. But I love it,” he says. “It will be awesome to get back into the dealers and support this fast-paced growing brand. I will be in charge of developing, cultivating, and leading the Eastern half of the American market for HISUN. It will be a welcome challenge to identify opportunities for improvement within the organization and support the senior leadership direct change for HISUN that brings an increase in brand awareness and strength in the dealer network. I will spearhead the charge for presenting HISUN to dealers as a legacy rich, quality focused and profitable business partner.” HISUN’s National Sales Manager Jason Walling, notes, “Taz is one of the most intuitive people I’ve met in our industry. He is precisely what we’ve been looking for to fill this role. Someone with the intellect and assertiveness to help us carry HISUN to our next milestone. I trust in Taz’s ability to help us continue to develop our team around those same principles, as he embarks on this new chapter in his career.”

Industry veteran and former U.S. Army Combat Engineer Tom Moore is now GM for Doc’s Harley-Davidson. Most recently with Los Angeles Harley-Davidson, Moore has been part of winning teams that were Platinum, Gold, Silver and Bronze Bar & Shield Award recipients during his tenure. “I am an experienced General Manager, General Sales Manager, Finance Manager at a $2430 per copy average, Service/Parts Director with a demonstrated history of success in the powersports industry,” is how he sums it up. His leadership, process training, operations management, sales, Talon software, deal link, dealertrack, menu link, vehicle ordering, and team building should serve Doc’s HarleyDavidson well.

Robert Pandya takes a road trip to Sturgis! After serving as the face of the brand for the International Motorcycle Shows Discover The Ride Program Manager from 2000-2021 and host of the Centerstand Motorcycle Industry podcast for the past two seasons, the motorcycle industry veteran and new rider advocate turns his considerable talents to the “Best Party Anywhere” as COO for the Sturgis Buffalo Chip. Pandya dropped the bombshell on IMS media types attending the season finale in Costa Mesa

and has been on the gas during the winter months getting ready for this summer’s blast. Starting as a simple keg party in a field to host Black Hills Motorcycle Rally attendees who had been pushed out of Sturgis City Park, the Sturgis Buffalo Chip has grown into a 600-acre venue that hosts the industry-leading concerts, camping and biker hospitality. “It’s been a great run and we are proud to keep growing,” says founder and CEO Rod Woodruff. “Now is the time to reset, refresh and start planning our 50th anniversary in 2031. The family is ready to tackle big ideas and bringing Robert onto the team is going to help us deliver.” Pandya comes to the Sturgis Buffalo Chip family with nearly three decades of powersports experience working for European and American brands, including Aprilia, Victory and Indian Motorcycles. “I’m beyond fired up to work with the Woodruff family and team at the Buffalo Chip,” says Pandya. “I’ve gone to the Chip for 15 years, and successfully launched many initiatives there through my work with Victory and Indian Motorcycles. Every year we talk about ideas for the future, and to be in a position to help the team polish and execute new event ideas with a focus on our attendees, vendors and sponsors is truly a dream gig for me!” As COO, Pandya will oversee the strategic planning for the coming decade while Woody remains the CEO, with son Daymon taking the title of Executive Vice President. CFO is Carol Woodruff overseeing box office operations and daughter Toni Woodruff is the Vending and Biker Belles Director.

In advance of the 2022 season, International Motorcycle Shows has announced a couple of additional changes. In addition to Robert Pandya moving to Sturgis, Hot Bike’s Jordan Mastangi joins the team and a new title sponsor for the Ultimate Builder Custom Bike Show (UBCBS) enters the fray as Dennis Kirk replaces long time builder program sponsor J&P Cycles. “UBCBS is a staple program that people return to year-after-year, as competitors

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Brought To You By MotorcycleIndustryJobs.com Continued from page 18

and attendees to see all-new unique builds,” notes Tracy Harris, SVP of Progressive IMS Outdoors. “The program is a highlight of each event, as builders travel from all over the nation and compete alongside their peers to showcase the bikes they have been working on for months and, in many cases, years. We’re excited to see new and returning faces on this year’s IMS tour under Jordan’s new management.” Mastangi adds, “It’s an honor to work alongside the Progressive IMS Outdoors team this year. I’ve worked closely with the custom motorcycle community throughout my career and have so much respect for the time and creativity it takes to produce a custom build and I look forward to seeing what this year’s group brings to the competition.” Most recently the head of sales and marketing at ARCH Motorcycle Company, co-founded by Gard Hollinger and Keanu Reeves, Mastangi purchased the intellectual property of Hot Bike and is working hard to return this 50-year-old brand to its former prominence.

Speaking of V-Twin people, Drag Specialties newest sales rep for the Northeast region covering New Jersey is Ralph Bonin. He started his career on the right side of the counter at the dealership level having held positions ranging from service to sales to management. Bonin is also actively involved in motorcycle safety and rider training. His extensive riding experience includes growing up on dirtbikes, racing ATV MX and riding 10-15k miles a year on one of his six (6!) motorcycles. His current “daily” ride is a 2015 FLHP hot rod. In his free time, Bonin enjoys

spending time with his two sons and their hobbies as well as being a musician, playing guitar, bass, drums and writing and recording his own music. Keep on rocking, Ralph!

Another former dealership type joining Drag Specialties is Mike McKee. Just in time for baseball season, McKee makes the sales team roster covering the Central Pennsylvania area. McKee makes the cut after 15 years of experience at the dealer level managing parts, service and inventory for multiple locations. He also has a long history of racing flat track as well as pleasure riding. His current favorite ride is his 1998 Sportster. In his free time, McKee enjoys spending time with his family at their various sporting events that include everything from football to fishing. Play ball!

Parts Unlimited is proud to announce the newest sales rep for the Central Region calling on dealers in Tennessee, Kentucky and Virginia – Lori Dusky. Her industry experience includes sales management on the manufacturer level as well as being a product specialist and demo rider

for Kawasaki. Dusky is an avid racer and has won several Virginia Championship Hare Scramble Series championships, as well as other out of state series, riding a 2021 Husqvarna. She also spent several years as the VCHSS Awards Coordinator. In her spare time, Dusky enjoys camping with friends and family, outdoor activities and playing in the dirt.

All Kids Bike, the non-profit whose mission is to teach every child in America how to ride a bike in kindergarten has added to its outreach team. “We’re excited to welcome our newest national ambassador Genevieve Schmitt.” Founder of Women Riders Now, Schmitt was recently named one of the Dealernews Top 100 Women In Powersports and profiled in Alisa Clickenger’s Diversity column in January’s women’s issue: ht t ps:// issuu.com/dealernews/ docs/issue_1_ january/58 “She has a passion for all things two wheels and we’re looking forward to working with her to get more kids active and on bikes in her home state of Montana.” “I’m honored to be part of the All Kids Bike ambassador program as it is the perfect complement to the mentorship initiatives I’m developing,” says Genevieve. “How rewarding it is to inspire youngsters to get on two wheels. I’m so grateful to Ryan McFarland and his team for their incredible efforts thus far in getting more children on bikes and can’t wait to join them in promoting the program.” Schmitt joins fellow motorcycle industry icons Andrew Short, Roland Sands and Brian Klock as All Kids Bike ambassadors.

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DESTINATION CYCLE Never A Dull Moment!

ou will generally find Bob Kee — owner and co-founder of Destination Cycle — welcoming customers with an open door and a passion for turning dreams into reality. Unless he is out on a ride himself; or prepping the track with his skip loader; engaging in local charity work or even volunteering to launch a National Powersports Dealer Association, that is. Bob and his wife, Sarah saw the need for a new business in the Texas Hill Country which stemmed from their shared love of motorcycles. During a lifetime of motorcycle trips, they had met many other cycling enthusiasts who agreed that the Texas Hill Country was the best destination for riding, not only in Texas, but the greater Southwest United States. “We have the greatest roads for motorcycling with just the perfect blend of smoothness and curves,” Bob believes. “The ruggedness of the off-road Hill Country terrain is a dream come true for ATV, UTV and dirtbike riders.” It was also a prime location for a full service dealership… with the emphasis on “service.” Bob and Sarah opened the aptly named Destination Cycle in the fall of 2000 with Yamaha as their first OEM partner. Over the years, they have added Can-Am, Royal Enfield, SSR and Benelli. Since day one, they have had a strong emphasis on pre-owned machines.

“Kerrville is a small city of only 23,000 residents,” notes Kee. Well, maybe small by Texas standards, but the finite market does present some challenges for big thinkers like, Bob and Sarah, so they thought outside the box — and county lines — as it were. “We realized early on that for us to grow to any size we would have to reach outside our city limits to attract customers.” “Getting someone to come from across state or even across country to shop at our dealership meant one of two scenarios,” he adds. “1) Either we would give away new bikes at close to cost, or 2) we would focus on unique, clean and desirable pre-owned product. We chose the latter and it has worked out beautifully.” Note this paradigm shift took place 20 years prior to the pandemic and subsequent supply chain issues.

“Jason brings a ton of industry experience to the table, with specific expertise in parts and accessories,” says Bob. “His energy and vision drives the dealership forward to new levels of performance.” This has made it possible for the Kee’s to squeeze in some riding time and to attend events like AIMExpo, TMDA meetings and even the Marine Retailer’s Association’s Dealer Week. Moving pre-owned product outside the traditional showroom setting was part of Destination’s business plan for two decades before many other dealers even considered the possibilities. “Over the years, Destination has sold and shipped a Moto-Guzzi to Hawaii; a Hayabusa to England; several scooters to Seattle, and recently, a custom chopper to New England,” Kee recollects. But don’t sell the traditional setting short, the business is named “Destination Cycle” for a reason! An additional element that serves to draw off-road customers is their two acre on-site test track. It features a large tabletop, a whoop section, off-camber corners, a figure eight, a pit and several straights (to make sure the throttle works well). Bob trailers in his John Deere skid steer annually to groom and improve the course. Most dealer principals come from a sales background. But Bob was an automotive service technician for close to 30 years before starting Destination Cycle. As a result of that bias, Destination has a dedicated 9,000 sq./ ft. centrally heated and cooled building specifically for service operations. In fact, seven of the 15 employees work in the service department.

Continued on page 22

Although he isn’t turning wrenches full-time anymore, Bob stays highly involved in the operations of Destination Cycle. “I enjoy every aspect of our fun-loving customers, exemplary products and even the accounting challenges that the business creates.” However, in the past several years, he has started backing off time spent at the dealership, handing over the reins of daily operations to his General Manager and partner, Jason Herod.

APRIL 2022

Continued from page 21

When Bob and Sarah are not in the store, at industry events or cycling throughout the country on their annual RV trips, they enjoy the outdoors working on their ranch just outside of Fredericksburg, TX. However they both find time to give back to the community. “Dealers are the hub of their communities… that is just what we do.” See more of his take on NPDA on page 52. Bob is a long-time member of the local Salvation Army Advisory Board and has served lengthy terms on both public and private school boards. He most recently became a founding Board member of the newly formed National Powersports Dealer Association. Beyond the extended family of fellow dealers, Bob and Sarah are devoted to their immediate family as well. Son Tyler, his wife Molly and grandsons Jonah and Wyatt bring much delight when visiting. Meanwhile daughter Anne, who calls Austin, Texas home, enjoys a successful career there.

“I am grateful to work in an industry that allows me to meet so many wonderful people with the shared passion and appreciation of cycling,” concludes Kee. “It is very rare to meet a dull and boring motorcyclist!”

3341A TX-534 Loop Kerrville, TX 78028 Phone: (830) 896-2453 www.destinationcycle.com

COMING TO AMERICA Royal Enfield Launches Classic 350 “

hroughout Royal Enfield’s history, we have been consistent in our pursuit to build timeless, beautiful motorcycles that are great fun to ride, and the new Classic 350 does just that,” said Siddhartha Lal, Managing Director of Eicher Motors Ltd. “The all-new Classic 350 combines this quintessential, retro design with a modern and refined ride experience. We are confident that the all-new Classic 350 will once again redefine the midsize motorcycle space, globally.”

Although the styling cues may be ‘classic’, modern touches include electronic fuel injection, plush 41mm forks, front and rear disc brakes with dual channel ABS. The running gear comes from the all-new 349cc air-/oilcooled single-cylinder DOHC engine that made its debut with the Meteor 350 we covered in the May 2021 issue:

Already a sales leader with more than 3 million motorcycles sold in 75 countries, the Classic is the bestselling Royal Enfield in the 120-year history of the brand. The 2022 Classic has been completely redesigned from the ground up, and ready to roll out in the U.S. notes Breeann Poland, Marketing & Communications Lead, Royal Enfield North America.

The design inspiration is a direct descendent of Royal Enfield’s G2 350 Bullet in 1948, a motorcycle that revolutionized the industry with the introduction of the articulating swingarm. “While this innovation transformed the performance of motorcycles at the time, the modern Classic 350 invites us to rediscover the experience of pure motorcycling,” she adds. “Nostalgic styling cues blend with a confidence-inspiring ride, with modern touches and a refined overall feel that celebrates the original unhurried, uncomplicated feel of an authentic handcrafted motorcycle.”

https://issuu.com/dealernews/docs/issue_5_may_ low_res

Dealers are taking delivery of the first four colorways now, with a $4,599 MSRP. Later this season, look for the release of the Halcyon collection, styled after the original 1950’s British roadsters. Halcyon Forest Green, Halcyon Black and Halcyon Blue will be available for $4,499. The Chrome Red and Chrome Brown models, featuring a mirror finish and special badging, will also be arriving later in 2022 with a $4,699 uptick in the MSRP.

ROYAL ENFIELD SAYS SCRAM!

oncurrent with the Classic 350, but not due to hit the U.S. shores until late summer is Royal Enfield’s version of evolution: the Scram! Charles Darwin’s Voyage Of Discovery and the subsequent theory of natural selection makes a case for survival of the most adaptable. Fittingly as the oldest motorcycle company in continuous production in the world, the Scram 411 is Royal Enfield’s evolutionary take on its flagship Himalayan ADV bike. It is a new subspecies combining scrambler vibes and adventure touring in its DNA. With long-travel suspension and class-leading ground clearance paired with a 19-inch front wheel and 17-inch rear, the Scram 411 is a new breed of bike entirely, evolved so that exploration doesn’t end when the pavement stops. Speaking about creating a new subspecies of motorcycles, Royal Enfield’s Chief Of Design Mark Wells notes, “Most scrambler motorcycles focus only on aesthetics and looks. When we began work on the Scram 411, we were determined to create a motorcycle that would be distinct in design and purpose and bring the best of rough-road capability to urban riding. With its distinctive look and design, playful colorways, and accessible riding proposition, the Scram 411 is an ultimate ADV crossover for the urban environment.” Driving evolution is its 411cc, fuel-injected, 4-stroke, SOHC, air-cooled single-cylinder engine. A counterbalancer ensures smooth power delivery and strong bottom-end torque. According to Wells design brief, the wide spread of useable power makes it easy to manage over long urban commutes with minimum gear shifts, and the confidenceinspiring low-revving torque allows it to tackle bad road, and off-road sections easily.

Soaking up those transitions from tarmac to turf, telescopic 41mm forks with 7.4 inches (190mm) travel are combined with a link-mounted monoshock offering 7 inches (180mm) travel on the rear. A 19-inch front/17-inch rear wheel pairing make for more nimble handling in the urban jungle. The total package delivers a class leading 7.8 inches (200mm) of ground clearance with an accessible 31.2-inch seat height. The global unveil was March 15, but the new Scram 411 is already available in India, and will be reaching Europe, Asia Pacific, North America and Latin America later this year, according to Royal Enfield North America’s Breeann Poland. “The Scram 411 is scheduled to arrive in the U.S. late summer/early fall. Pricing and colorways will be announced in the coming months.”

APRIL 2022

WHAT THEY SAID

Things move at their own pace in the South. When it’s not stifling, the warm, humid breeze gently blowing through the Spanish moss-strewn southern live oaks relaxes in a way that you’d be hardpressed to find elsewhere. It puts you in a southern state of mind – one where slowing down and living in the moment just feels like the thing to do. Royal Enfield’s new Classic 350 is the perfect pairing for such a place. A historic setting for a historic machine. The Classic 350 delivers on all of its promises. Everything you need, nothing that you don’t. The machine looked great in the Dark and Signal trims that we got to sample, with nice styling touches that elevate the machine’s presence. They feel tight and well-assembled, the transmission is smooth as southern bourbon and the 350 mill is as sweet as a Savannah praline. ~ Ryan Adams, Motorcycle.com In general, criticizing the Classic 350′s brakes, suspension, and overall performance feels severe, even unfair, like judging a dachshund for not being a greyhound. Quite simply, it’s a different breed of motorcycle than we’re used to judging. That may be exactly what the American motorcycle market needs. According to the Motorcycle Industry Council, 357,000 on-highway motorcycles were sold in the US in 2020. At the same time, 75% of all registered on-highway motorcycles were over 749cc. Small-displacement motorcycles like the Classic 350 represent a small niche of the motorcycle market in the US. By contrast, in India, where it’s considered an aspirational model, Royal Enfield sells close to 500,000 units per year. In that light, the numbers no longer express a barrier to Royal Enfield’s success in the US. They represent an opportunity. ~ Seth Richards, Cycle World The Royal Enfield Classic 350 is so much better than any £4500 single has any right to be. A charming blend of modest power, exceptional build quality and quaint styling harking back to the glory days of British motorcycling, it’s a delightful backroad companion that’s happiest chugging away below 65mph. It also sounds terrific at any speed, is comfortable to ride, handles itself amicably in a bend and doesn’t dive under braking. Although Euro5 and fitted with two-channel ABS, its metal tank, chunky mudguards, glistening spoked wheels and analogue single clock are pure ‘50s nostalgia and if there was a sideways numberplate over the front wheel, you’d easily mistake it for the real thing. I can’t really work out where they’ve scrimped on it, to make it so affordable. It makes you question why other smaller-capacity bikes cost as much as they do… ~ Dan Sutherland, Motor Cycle News The 2022 Royal Enfield Classic 350 is a solid, unpretentious little workhorse of a bike, made by the world’s longest continuously-operating motorcycle OEM. That means it’s not just any old bike inspired by historic designs—it’s got plenty of its own history to back up those design choices. If you’re a person who loves a vintage aesthetic, but you still appreciate modern niceties like braided stainless steel brake lines and ABS, then it’s hard to go wrong for the price Enfield is asking. It’s no speed demon, but it could be your faithful, everyday city companion. ~ Janaki Jitchotvisut, RideApart

MSRP@ $369.99 SIZES: SM THRU 5XL

(Black/Black (Tall) only available up to 3XL)

BLACK | BLACK

TO FIND YOUR LOCAL DEALER VISIT:

Three Profit Components A motorcycle sale has three components of profitability: • The front-end profit on the motorcycle (selling price – cost of goods sold). • The “back-end” profit (margin dollars earned on finance and insurance offerings). • And finally, the referral is the one almost all of you are overlooking. The friends, family, and other acquaintances in your primary purchaser’s life who would benefit from knowing you.

The Single Most Important Sales Activity You’re NOT doing... And Why It Will High Side Your Success By Mark Rodgers

kay, so you’ve been on a tear selling everything in sight for the last several years. Phenomenological demand paired with low supply has made you feel like a sales superhero.

Well, I’m not going to say I told you so, but when we posted this video https://vimeo.com/419633388/464bd52271 we talked about how the pandemic might lead to “motorcycling’s moment.” With the frenzy of market pricing, the scrambling to find inventory, and the challenge to find people, one component is getting lost in the shuffle. And you don’t want to overlook this because there is no better time for you to be doing this than now. And it means everything to your future success: Earning referral business. I’m tempted to end the article here. But you probably have questions, so I’ll set about answering them.

Defining Referrals Like putting nitrous in your combustion chamber (I’m not indifferent to electric bikes, I just like things that go bang), referrals allow for more oxygen into your fuel-air mixture, giving you a more complete combustion event — the more complete, the more beat … your competition, leaving them in the dust. Far too many salespeople get stuck working with intractable, unreasonable, or apathetic “prospects” or the hordes of online leads. Leave those to the DLP crew. What if, instead, you focused your efforts on high-potential referral business? Let me clarify what I mean by referrals. Referral business is business acquired through direct reference by an existing buyer. “Buyer A” recommends you contact prospective “Buyer B,” or “Buyer A” contacts prospective “Buyer B” on your behalf. (The former is preferable because you’re in control.) The preferred action is when “Buyer A” actually introduces you to “Buyer B” either face-to-face or via email or text message. Why do referrals provide such a nitrous-like performance boost? Referrals minimize acquisition costs. They don’t cost dollars, but they do cost effort. The referral discipline costs ounces. Referral regret costs pounds. They accsellerate your closing success by providing a credible (warm) introduction. The trick today is to cut through the noise. Referrals dramatically improve the likelihood of success by giving your third-party credibility and leveraging the persuasion principle of social proof.

They allow your customers to contribute. Often, especially in the motorcycle business, your customers like to feel as if they are on the “inside.” We’ve all seen customers brag, “I got Mark into motorcycling!” (This driver comes not from a place of altruism, but rather psychologist opine, it’s confirmation that they have made a good choice of brand, dealer, and or salesperson.

I have been to this concert. Have the ticket stub. Far too many have such a tenuous relationship with their buyer that this is their thinking. You want to make sure you are doing things for and with your buyer and not to them—a big difference.

USS Nimitz of Referrals Without question, the most crucial piece of military innovation, including nuclear weapons, hands down, is the aircraft carrier. It would help if you lent an aircraft carrier mindset to your referrals.

Customers don’t want to interact with stereotypical highpressure salespeople. (The only reason customers put up with that nonsense is if you’re the only person with the make, model, and color they must)

An aircraft carrier is 360 degrees worth of lethal. In the air, on the sea, or in the deep, there is nowhere they can’t reach. It’s essential to expand your scope beyond the basics of friends and family. Are those important? Of course. Are they the only opportunities for referrals? Not by a long shot.

You don’t want to sound like a telemarketer slinging auto service plans?

Salespeople don’t want to put the customer in an awkward position. You can, so don’t. They don’t know how to ask.

Friends and family are the first and most common first places people think about referrals. Want to know who might be even more likely to buy? Coworkers. In my experience, whenever someone has had crushing referral success, it has almost always come from coworkers.

The notion that someone should innately know how to ask for referrals is simply ridiculous. Asking for referrals is a specialized skill, unlike any other aspect of selling. It’s relatively complicated, so don’t beat yourself up if you’ve not been doing it well. Few do.

We know one person who implemented our referral ideas and, in their first month, sold 11 additional motorcycles, bringing that month’s personal unit total to 31. He was very excited when he called to share this news with me. When I ask, “Where did they come from?” He beamed, “They all work together!”

The real problem here is creating the mindset, the skills, and a system that consistently produces referral business.

Here are some additional untapped referral opportunities: • Service providers: dentists, accountants, and doctors are great places to look. • Neighbors are excellent sources for potential buyers. • Associates: fellow churchgoers, gun club members, golf club members, or fellow gym rats are other terrific options.

Dearth of Accountability I know, I know you want to measure transactions to sales. You get this many transactions, this many write-ups, this many sales. I can’t be sure whether a t-shirt sale leads to unit sales, but one thing I do know that ultimately leads to more overall business is referrals from motorcycle buyers. We should measure that don’t you think? If the adage, “what’s measured, gets improved,” has any validity (it does), should we measure your referral ratio?

And like the ever-expanding universe, each of these people has friends, family, coworkers, service providers, neighbors, and associates who can be tapped. The key here is to think big. Getting serious about referrals is vital if you want to futureproof your sales success. Universal Oversight And this isn’t a new phenomenon. For 35 years, I have asked dealers, “Are referrals important to your business?” I get a resounding, “YES!” I always follow up, “Could you please show me how you capture referral information?” To which, I almost always receive a Homer Simpson-like stare and blink. I know, I know, some of you have an inelegantly expressed “bird dog” program printed on some business card stock that you hand out occasionally when the thought occurs to you. Still, my point is that if you want to ride this current wave of success a bit further, you’re going to have to get serious. The Jackassery Problem The problem isn’t that people don’t know that acquiring referrals is essential. They don’t know how to do it without offending their original purchaser. They don’t want to ruin a new, positive relationship. People will say, “But Mark, I’ve just closed the deal; I don’t want to mess it up by asking for more business!”

Transactions are measured because they’re easy. Referrals don’t get measured because it’s hard. If something is easy to do, the results are hard to take. If something is hard to do, the results are easy to take.

Continued on page 30

APRIL 2022

Continued from page 29 Mark’s Metrics To create a performance culture means focusing on the habits critical to results. The challenge is measuring we often measure what’s easy not what matters. For example, consider the customer service call center that measures call duration … prompting agents not to help customers, but hang up on them! It’s easy to measure transactions. Easy to measure products per ticket. But I’m not sure that will take us where we need to be. Einstein had a great quote, the first part of which is: “Not everything that can be counted, counts.” Man, you got that right. Nothing accelerates cash flow more effectively than referral business. There is simply no better marketer for you and your dealership than a deliriously happy motorcycle purchasing customer. So, don’t you think we should measure it? Referral-to-Customer Ratio (RCR) Here’s my approach: Simply take the monthly number of new referral customers that can be linked – as directly as possible – to your monthly motorcycle purchasers. For example, 15 new referral customers divided by 60 motorcycles sold would yield a Referral-to-Customer Ratio (RCR) of .25:1. You can apply this idea any way you’d like. I would simply start with motorcycle sales. I would define a referral as “a new person added to our marketing list as a direct result of an existing customer.”

Referral Culture If you want to be convincing, you must be convinced. Convinced you’re providing great value, an unparalleled experience, that you are really improving people’s lives. It’s about doing something for your customers and not to your customers, a big difference. You need to be so excited about what’s going on at your dealership that you want to shout it from the rooftops. You know you’ll be on your way when most of your people leave interactions with your customers with fun turns of phrases that constantly reinforce the idea of spreading the good news. Conversation closers like: • Don’t keep us a secret! • Tell your friends! • We’re starting a gang, bring your friends. Memorably Referable Another key to creating a great referral culture is when your people start branding themselves. This is the idea of creating a title, catchphrase, or descriptor that is memorable and attracts customers to you. I call it being “memorably referrable.” I walked into one dealership and was greeted by a salesperson who stuck out his hand and said, “Tom Bradford your sixsecond salesperson.”

Now you could try and do this in every department (I wouldn’t) you could more narrowly define a referral only counting those that purchase a new unit (I wouldn’t do that either.) Why? I like to start reasonably ambitious. Plus, if we grow our marketing list, I like our chances.

Stunned, I replied, “You’re my what?!” “Tom Bradford, your six-second salesperson.” (You’ll notice he was able to repeat his marketing statement!)

Avoid the Muck Now, you could get mired in the complexity of the measure, but you shouldn’t. Like, “How do you prove beyond the shadow of a doubt that this person came to us as a result of a referral from that purchaser?”

He quickly responded, “I am the fourth person in the world to break the seven-second barrier on a NHRA pro-stock motorcycle, running a 6.98 at 192 miles per hour.” Now, you have my attention.

This is an example of someone worrying about the color of the curtains when the house is on fire. You’re not an attorney striving for legal standards of proof, you’re an entrepreneur working to improve your business. Would adding new customers to your marketing list give you the potential to improve your business? The answer is an unequivocal yes. Therefore, referral acquisition needs to be a strategic, purposeful, and integral part of your overall sales process to which you consistently monitor, measure, and adjust. Also, I would take a page out of the Federal Reserve Playbook and only use .25-point increases. I.e., Steve either has a .25:1 RCR or a .75:1 RCR ratio. I wouldn’t spend too much time on Corey’s .000017:1 RCR. Making Referrals a Reality Money isn’t the only salesperson motivator, but it works in the short term and is perfect for this. I would come up with a reasonable monthly bonus for getting to .25:1, .5:1, .75:1, and 1:1. (If you consistently beat those levels, call me.)

“What does that mean?!”

Another salesperson in Florida wore a beret-style cap when others were wearing baseball caps. He called himself, “Jack in the hat.” I darn near passed out laughing when I heard the call over the speaker system, “Jack in the hat, line one!” Another approach I like is Lance McKellips at Rock City HarleyDavidson in Little Rock, Arkansas. His tagline is “Give Lance a Chance!” I love this catchphrase. Referral Framing Speaking of branding, Bobby Ross -- home of The Bobby Ross Experience -- and I were working together on increasing referral business. I explained that it’s good to plant the seed of referrals early in your relationship with the customer. The language I suggest is something like, “Here at our dealership our objective is singular. We want to make you so deliriously happy that when we’re done, you’re going to want to tell everyone about us! Fair enough?” It’s a fun, unique statement that captures the customer’s attention and does great things.

When Bobby first heard this approach, he was very excited. He ran on the floor and with the first customer he worked with said, “Here our objective is singular. We want to make you …. We want to make you … We want to make you… He blanked on the word deliriously. His brain scrambled. “We want to make you so … deliciously happy …

The customer blinked. “Deliciously happy?” “I don’t know what that means,” the customer chuckled. “But I want to find out!” Everyone laughed, Bobby went on to remember deliriously, and dramatically improve his referral business.

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 channels or contact him via e-mail: Mark@RodgersPC.com Copyright ©2022 by Mark Rodgers. All Rights Reserved.

was conducted between September 2021 and March 2022 by submitting website inquiries directly to a sample of 8,859 dealerships nationwide representing all major brands. Pied Piper submitted customer inquiries through the Dealerships’ websites asking a specific question about a vehicle in inventory, and providing a customer name, email address and local telephone number. Pied Piper then evaluated how the dealerships responded by email, telephone, and text message over the next 24 hours. ILE evaluation of a dealership aggregates 20 different measurements to create a total score, between zero and 100.

HARLEY-DAVIDSON, INDIAN & POLARIS DEALERS RANKED HIGHEST IN RESPONSE TO WEBSITE CUSTOMERS

ost-pandemic inventory issues still make it a sellers market… but for how long? Many dealers have been developing bad habits in the lack of new units… why bother responding to an Internet lead when the lead time is going to be six months or longer, right? WRONG! “Quick response to web customers is critical to selling, placing an order, or building the foundation for future sales,” explains Fran O’Hagan, CEO of Pied Piper. “Dealers who respond quickly, personally, and completely to website customer inquiries on average sell 50% more vehicles to their web customers as opposed to dealers who fail to respond.” And that gap will continue to grow between the dealers who lack a cohesive and complete Internet lead response strategy, suggests O’Hagen. Worse, more than 42% of the dealerships he surveyed completely failed to respond to business leads served up on a silver platter! METHODOLOGY The Pied Piper PSI® Internet Lead Effectiveness® (ILE®) Studies have been conducted annually since 2011. The 2022 Pied Piper PSI-ILE Study (U.S.A. Motorcycle & UTV)

To be clear, each brand’s industry study ILE score is an average, including top-performing dealers as well as poor performers. In a traditional bell curve of performance, 22% of all dealerships industrywide scored above 70 (providing a quick and thorough personal response), while 42% of dealerships scored below 30 (failing to personally respond to their website customers). By comparison, for the top scoring Harley-Davidson brand, 45% of their dealers scored above 70, while only 19% scored below 30. Harley-Davidson dealerships ranked highest in the 2022 Pied Piper PSI® Internet Lead Effectiveness® (ILE®) Motorcycle/UTV Industry Study, which measured responsiveness to Internet leads coming through dealership websites – behaviors tied directly to retail sales success. Dealers selling Polaris Inc’s Indian motorcycles were ranked second, followed by Polaris Side-by-Side/UTV dealers. Dealers for four of the top scoring brands, HarleyDavidson, Indian, Polaris and BRP’s Can-Am not only scored well in 2022, but also have dramatically improved their web response behaviors over time. Over the past five years, dealers for those four brands have on average more than doubled how often they answer web customer questions by email or text, from 27% of the time in 2018 to 59% of the time in 2022. THE FINDINGS Industry average ILE performance increased three points to 43, the industry’s highest average score to date. This year for the first time, dealers for two brands, HarleyDavidson and Indian, performed better, on average, than typical car dealers, who in general began focusing on web customers years before powersports and ag dealers. On the other hand, the study also shows that many powersports and ag brands are still not paying enough attention to poor dealer web response or aren’t doing anything effective to fix it. The performance for 11 brands declined over the past year. “Poor performance of declining dealers can be partly attributed to the complacency that comes from recent low inventories,”

Pied Piper Prospect Satisfaction Index® (PSI®) Motorcycle & UTV Brands Internet Lead Effectiveness® (ILE®) Scores 2018 through 2022 ILE Score

Brand

Harley-Davidson Indian Polaris Can-Am (BRP) BMW Triumph Royal Enfield Husqvarna Ducati Moto Guzzi KTM Honda Yamaha Suzuki Kioti Kawasaki Aprilia Zero CFMoto Arctic Cat HiSun Cub Cadet John Deere Club Car Yanmar Kymco Kubota Tracker (Bass Pro Shops) Bobcat INDUSTRY AVERAGE Memo: Auto Industry Avg

Change Change 2021 to 2018 to 2022 2022

2022

2021

2020

2019

2018

60 58 51 45 45 44 44 42 41 40 40 39 38 37 37 37 37 36 33 33 31 31 30 30 26 26 24 14 12 43

56 55 46 40 46 40 39 38 43 40 37 32 37 36 36 35 40 42 40 32 33 31 33 38 25 26 26 17 22 40

56 54 43 41 45 43 N/A 37 46 36 39 38 42 41 25 42 37 37 31 31 28 25 37 30 30 34 30 11 19 42

43 36 32 32 40 33 N/A 31 40 29 32 33 31 33 N/A 35 29 28 23 32 21 28 29 30 31 25 22 N/A 16 33

31 39 27 26 42 36 N/A 36 37 25 31 34 26 28 N/A 35 27 29 18 30 18 29 26 26 35 24 27 N/A 23 30

7% 5% 11% 13% -2% 10% 13% 11% -5% 0% 8% 22% 3% 3% 3% 6% -8% -14% -18% 3% -6% 0% -9% -21% 4% 0% -8% -18% -45% 8%

94% 49% 89% 73% 7% 22% 17% 11% 60% 29% 15% 46% 32% 6% 37% 24% 83% 10% 72% 7% 15% 15% -26% 8% -11% -48% 43% -4%

Source: 2018-2022 Pied Piper PSI® Internet Lead Effectiveness® Studies (USA) - Scale 0 to 100 www.piedpiperpsi.com Continued on page 35

APRIL 2022

BOTTOM LINE: YOU ARE DOING IT WRONG!

here is a right way to do things, and then there is the way you have always done it. Fran O’Hagan is a fan of powersports and first started applying his “mystery shopping” of powersports dealers because he wanted the industry to succeed rather than a profit center for his Pied Piper program. Since then, Pied Piper providing monthly Internet Lead Effectiveness measurement/reporting to the OEMs… and it has helped drive dramatic improvement in web-response behaviors for some of these brands: Harley, Indian, Polaris and BRP. “Check out the 5-year chart and you’ll immediately see the impact on dealer web-response behaviors and which OEMs have used ILE measurement/reporting for their dealers to drive change… and which ones do not,” he points out. The bottom line for the brands in this study? “They were ALL terrible back in 2018,” states O’Hagan. “NONE of them were doing anything to improve how their dealers responded to web customers, and it was reflected in the average ILE score: a 30. Worse, you will see from the chart that many of them still haven’t improved.” Harley-Davidson was the first to start paying attention in late 2018, then Polaris and Indian 6 months later, and then BRP another 6 months or so later. “All of those brands used Pied Piper’s monthly ILE measurement/reporting for their dealers to drive the improvement. Roughly half of the rest of these brands are STILL not paying any attention to dealer web response. The other half know that it’s a problem but aren’t doing anything effective to fix it. Some, like Honda and Kawasaki, have tried initiatives to improve, but their initiatives have had little effect.” The same situation existed in the auto industry five years ago.

“Reminds me of our experience with Mercedes-Benz five or so years ago. They were spending millions on consultants who would visit dealerships and advise how to improve the web response process. Yet by Pied Piper’s industry study measurements, Mercedes’ dealer web response performance was average and remained unchanged from year-to-year. Midpack of 33 brands. M-B contacted us and asked us to provide 3 or 4 ILE evaluations per dealer every month (the powersports brands usually get 1 or 2 per month). Less than a year later the M-B dealer performance had improved so much that their national average ILE score placed them 3rd of 33 brands, and their national average web-lead close rate had increased 37%.” O’Hagan knows that not every dealer is a Mercedes-Benz level operation, but insists the system works for the littlest lawn & garden guy as it does for the luxury auto dealership… and the numbers prove it. “Check out Polaris’ improvement. That improvement is for 1,200 dealers who sell their off-road products, not the top percentile,” he adds. “Some of their dealers are large and as sophisticated as any auto dealership, but plenty of others are tiny, rural and unsophisticated. The point is that Polaris has driven huge improvement across their entire dealer network. To be fair, one key is that their products are hot and very profitable for the dealers. “What Harley has accomplished is impressive by any measure. However Harley’s 600 dealers are much more homogeneous. I would tell you that what Polaris off-road has done is arguably even more impressive. If Polaris can do it, what are you waiting for Honda, Kawasaki, Yamaha, John Deere, etc.?

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O’Hagan notes. “However, slacking off – compared to responding and building relationships with customers, especially local customers – could result in multiple lost sales for years to come, especially once inventory levels improve.”

• More than 25% of the time on average: Harley-

Other notable industrywide trends in behavior over the past year include:

How often did the brand’s dealerships use a text message to answer a website customer’s inquiry?

• Dealerships were more likely to email an answer to a website customer’s inquiry – 48% of the time, compared to 39% of the time by phone and 17% by text. But texting is on the rise: Two years ago, dealers responded by text a mere 3% of the time.

• More than 30% of the time on average: Harley-

• Customer spam filters are a dealership’s enemy. Emails landed in a customer’s junk mail folder more than 25% of the time for Zero, CFMoto, Moto Guzzi, Royal Enfield, BMW, Aprilia, Honda, Husqvarna and Yanmar dealers. Dealers representing brands that fared the best in avoiding spam filters: Polaris, Can-Am, Indian and Harley-Davidson — all less than 10% of the time.

How often did the brand’s dealerships respond by phone to a website customer’s inquiry?

• One in ten of all dealerships contacted failed to

respond in any way to the study’s website customer inquiries. In an era when powersports shoppers largely use the Internet to initiate first contact with a dealer, a non-response is equivalent to a lost sale. THE DEVIL IS IN THE DETAILS Response to customer web inquiries varied by brand and dealership: How often did the brand’s dealerships email or text an answer to a website customer’s question within 30 minutes?

Davidson, Indian, KTM, Polaris

• Less than 15% of the time on average: Tracker, Bobcat,

Kubota, Zero, Kymco, John Deere, Cub Cadet, CFMoto

Davidson, Indian

• Less than 1% of the time on average: Tracker, Yanmar,

Bobcat, Cub Cadet, Kubota

• More than 35% of the time on average:

Harley-Davidson, Indian, Suzuki, Triumph, Polaris, Royal Enfield, KTM, Can-Am, BMW

• Less than 10% of the time on average: Kioti, Cub

Cadet, Yanmar, Club Car

Although technically not part of ILE scoring, Pied Piper also measured dealer-website responsiveness to a site’s chat function (if offered). How often did a “human” respond to a customer question within 30 seconds? • More than 55% of the time on average: Honda,

Kawasaki, Yamaha, Bobcat, Suzuki

• Less than 25% of the time on average: John Deere,

Royal Enfield, CFMoto, Club Car, HiSun, Triumph

About Pied Piper Management Company, LLC

After starting as a financial analyst for Wells Fargo, Fran O’Hagan went on to a number OEM automotive gigs, including managing Land Rover North America, Mercedes-Benz USA, BMW of North America and VP of Jaguar North America before joining the team attempting to revive Indian. O’Hagen then founded Pied Piper Management Company, LLC, in Monterey, California, back in 2003. Since then, Pied Piper has become well-known for its work in the motor vehicle industry, including automotive, powersports/motorcycles, agriculture, outdoor power equipment, heavy trucks, RV and marine. Pied Piper helps brands improve the omnichannel sales performance of their retailers. Examples of other recent Pied Piper PSI studies are the 2022 PSI-ILE U.S. Auto Industry Study (Nissan’s Infiniti brand was ranked first), and the 2021 Omnichannel PSI for UTVs Industry Study (Dealers selling Polaris UTVs were ranked first). Complete Pied Piper PSI industry study results are provided to vehicle manufacturers and national dealer groups. Manufacturers, national dealer groups and individual dealerships also order PSI evaluations — in-person, Internet or telephone — as tools to measure and improve the omnichannel sales effectiveness of their dealerships. For more information about the Pied Piper Prospect Satisfaction Index, and the fact-based PSI process, go to: www.piedpiperpsi.com APRIL 2022 35

Dealernews Research By Lenny Sims

WHAT GOES UP MUST COME DOWN? Q1 Flattening Of The Curve

he old adage is true… maybe. Seasonality returned to pricing in the first quarter, something we haven’t seen in more than two years. Year- over-year pricing is still very favorable, but compared to the 4th quarter of last year, has pulled back mildly. However significant value is still there for the powersports market

In the side-by-side category, values for the utility segment averaged 2.5% lower in the first quarter of 2022 compared to the first quarter of 2021. Year-over-year, values were 14.6% higher in the first quarter of each year. Sport sideby-sides averaged 2.6% lower this quarter, and 23.4% higher year-over-year.

In the motorcycle segment, values for the most recent 10 model years of cruisers averaged 0.7% lower in the first quarter of 2022 compared to the last quarter of 2021. However, year-over-year, values were 13.1% higher in the first quarter of each year. Sportbikes mirrored cruisers, bringing in 3.1% less money this quarter, and 11.7% more money year-over-year.

What caused this return to seasonality? Prior to the Russian invasion of Ukraine, consumer spending on powersports equipment was strong despite increasing inflation, the end of individual stimulus, and more competition for dollars coming from the long dormant service and travel sectors.

The spike in gas prices and general inflation resulting from the invasion may have finally pushed demand for powersports vehicles past the peak. Is the sky falling? We’ll know whether we’re in a transition period as the spring progresses.

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

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

0% PWC

SIDE X SIDE

ATV

DUAL SPORT

SPORT

-5%

SNOWMOBILE

-10%

-11%

-15%

MARCH ‘22 VS MARCH ‘21 AVERAGE WHOLESALE PRICE CHANGE

-30% -40%

ATV

SNOWMOBILE

9% 3%

0% -10%

12%

PWC

13%

10%

SIDE X SIDE

21%

20%

-20%

*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

0% -5%

The first quarter of 2022 is in the books for the powersport marketplace, and the market looks as solid as ever. Spring typically has an increasing effect on AWP and dealerships are stocking their floors with pre-owned in time for the riding season, especially with continuing shortages on new inventory. Summer is right around the corner, and riders are ready at the starting line for a Summer full of excitement.

DUAL SPORT

First Quarter Holeshot

SPORT

In Domestic Cruisers, average model age and average mileage trended upward. All other categories in the On-Road section experienced an opposite effect in metrics. The average model age increased in the Side-by-Side category. Most categories are currently following the five-year Price-to-Book ratio trend. Overall, model age was up slightly in March. Condition ratings held steady on average in March over February after a decline in January.

10%

METRIC CRUISER

Mileage and Model Age Fluctuations

15%

METRIC CRUISER

On-Road categories continue to show strong Average Wholesale Pricing (AWP) as we round out the first quarter of 2022. Domestic Cruisers, Sport, and Dual Sport unit AWPs are up over 5% compared to previous three-month averages. Off-Road units were slightly up compared to three-month averages but were smaller increases than On-Road. Compared to March of 2021, most categories are trending up (except Metric Cruisers), with Sport and Off-Road up the most.

DOMESTIC CRUISER

On-Road Strength Continuing

20%

DOMESTIC CRUISER

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-5% -35%

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Dealernews Research By Don Musick

I COULD’A BEEN A CONTENDER! T

ime to take a deeper dive into who are the contenders... and who were the pretenders! To answer that question, we need to 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! The following table spans the time period from 2004 through 2022. Each OEM is grouped by their assigned segments and listed in alphabetic order. The horizontal gray bars indicate the number of UTV dealers by year by OEM up to the discontinuation of their respective product lines (red cells). Dealer totals by year and OEMs counts are shown at the bottom of the chart.

Not surprisingly, John Deere has enjoyed the longest run of all (19 years) as indicated by the appropriately shaded green bar. 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. They signed off again in 2021, however with their recent acquisition of Intimidator; they’ll likely shake the dice again. The most striking thing about this chart is the number of OEMs that have exited the UTV market. Of the 25 OEMs we’ve examined, nearly 50% (12/25) have thrown in the towel. If we take into account the Covid19 years of 2020/2021 where half of the defections occurred, that still leaves an exodus of 25%. In contrast, in the “mainstream” Powersports Industry, we have yet to see a single case where an OEMs existing UTV presence has been dropped. Sure, there are lots of OEMs that have come and gone in our industry, but it’s usually binary… here today and gone tomorrow! If anything, the footprint of UTVs in the industry continues to grow with new entrants all the time! And, with the introduction of electric UTV’s that is likely to accelerate! Graphically, the participating OEM count by year looks like this.

As you can see, OEM participation peaked about 5 years ago and has been in decline since. Perhaps these OEMs found that the allure of a quick revenue fix with minimal risk as too much to ignore? Without a long term commitment to its success, bananas will have a tough go in the hardware store! Maybe the best advice for our adjacent vertical friends comes from Ned Miller’s “Do What You Do, Do Well!” (link).

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

APRIL 2022

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TUCKER TAKES eTOUR 100 City Road Trip Page 44

ELECTRIC REVOLUTIONARIES Petersen Plays Host To EVs Page 45

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

CURRENTS

With the mission to get “more people riding bikes more often” the People For Bikes coalition is out to make bike riding better for everyone. Since 1999, PeopleForBikes has created a prominent place for bikes in transportation, mobility and recreation decisions at all levels of government. “We ensure bikes are prioritized and positioned as a real solution to improve Americans’ health, connect communities, boost local and state economies, strengthen our nation and protect our planet.” Learn more here: https://www.peopleforbikes.org/

WHEN ARE BIKES MOTORBIKES?

Electric Bicycles will remain classified as motor vehicles according to PeopleForBikes, but new Forest Service guidance does offer new tools for land managers to determine electric bicycle access. On March 31, 2022, the U.S. Forest Service (USFS) finalized guidance for electric bicycle access on National Forest System trails and grasslands. Electric bicycles will remain classified as motor vehicles, but local land managers can now recategorize trails from non-motorized to motorized to allow electric bicycle and e-mountain bike access, according to the non-profit group. “Expanding opportunities for electric bicycle riders to access National Forest System trails is an important step forward,” said PeopleForBikes President and CEO Jenn Dice. “While we will continue to urge the U.S. Forest Service to reclassify Class 1 electric bicycles as non-motorized, we encourage local land managers to implement this guidance for more accessible, equitable and diverse electric bicycle ridership on our public lands.” Specifically, this new guidance will: •Establish new criteria for designating Class 1, 2 and 3 electric bicycles on National Forest System trails, roads and lands. •Create specific criteria for designation of motor vehicle use on trails and guidance for designated electric bicycle use on trails. This includes an additional category (Trails Open to Electric Bicycles Only) to identify classes of motor vehicles on a motorized vehicle use map. •Add an objective to consider emerging technologies, such as electric bicycles, that are changing the way people access and recreate on NFS lands. PeopleForBikes remains a strong advocate for the reclassification of electric bicycles as non-motorized across federal public land jurisdictions. “Electric mountain bikes (eMTBs) offer a low impact, emissionless and quiet solution to helping more Americans enjoy the outdoors and our public lands,” she added. “Ample studies and pilot projects like that in the Tahoe National Forest show that Class 1 eMTBs and traditional mountain bikes are similar modes of recreation in terms of components, speed, impacts to trail and health benefits. Class 1 eMTB use does not create any different effects to singletrack trails or social experiences while riding.”

TUCKER TO TAKE eTOUR

100 City ePower Road Trip Rather than taking a detour around EVs, Tucker Powersports is heading straight into the industry’s most extensive effort to expose dealers to electric mobility products from its ePower portfolio. The “Tucker ePower Experience” takes to the road this month and will make stops in more than 100 cities around the country, offering test rides and product information on five of the program’s brands. Stops will be at powersports dealerships and staffed by Tucker reps along with brand ambassadors and representatives from some of the participating companies. “The Tucker ePower Experience is the easiest way for powersports dealers to understand the opportunity that exists with electric mobility products,” explains Jamie Kempinski, Tucker’s Director of Business Development. “Experiencing the products will help each dealer determine what products may be a great match for their own business plan.” Tucker will execute the tour with four event rigs, each one stocked with a full complement of ePower vehicles and point-ofsale information. Fantic and FUELL ebikes, Evolve skateboards, Dualtron scooters and UBCO electric adventure vehicle (EAV) will all be available to ride, Safety equipment and riding gear will also be provided. Host dealers will be supported with digital assets to help them promote the tour stop at their location. Each of the rigs will function in a designated region. The Southwest, Northwest and Southeast legs kick off this week in Las Vegas, Portland and Jacksonville, Florida. The Northeast route starts next week in Windham NH. The ever-expanding schedule of tour stops is available on the ePower page of the Tucker website. Dealers interested in hosting the Tucker ePower Experience should contact their Tucker representative.

“Human mobility is undergoing a massive shift today,” he notes. “With an electrical supply infrastructure already in place, a revolution in battery technology in the 1990s, and 150 years of research into the uses and control of electricity, most designers and manufacturers are betting on the future of EVs.” Despite billion-dollar investments into proposed EV automotive manufacture, the percentage of EVs on the road is still small. In the world of motorcycles, that percentage is even smaller, and only one major manufacturer offers a full-size e-Moto today: Harley-Davidson via its LiveWire division. Smaller manufacturers have jumped into production of a wide range of sizes and styles of e-Bikes and e-Motos, hoping to capture a slice of this new mobility market. Smaller e-Bikes have been the most successful to date, attracting new customers who may not consider themselves motorcyclists despite buzzing around urban areas on two wheels.

ELECTRIC REVOLUTIONARIES

Designers At The Edge Opens At The Petersen Museum According to curator Paul D’Orleans Electric Revolutionaries celebrates a dozen pioneers in the EV scene, with an emphasis on designers working with two wheels.

Each of our electric revolutionaries brings a unique contribution to the emerging EV space, from Ghanain teenager Samuel Aboagye repurposing scrap into vehicles, to artists and professional designers working to invent a new EV aesthetic, to racers proving the superior power of EVs, to manufacturers like LiveWire, SONDORS, and CAKE, whose EVs are already in production. Open now through February 26, 2023. Click for details: https://www.petersen.org/electric

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CURRENTS

POLARIS & ZERO IN FAST COMPANY

What’s that about being judged by the company you keep? Fast Company has judged Polaris and Zero to be among the World’s Most Innovative Companies for 2022. The annual list of Innovative Companies has been the definitive source for recognizing the organizations that are transforming industries and shaping society since 2008. “The combination of our industry-leading electric powertrain technologies and expertise with Polaris’ category-leading products will accelerate electrification within the powersports industry,” notes Sam Paschel, CEO of Zero Motorcycles. “The RANGER XP Kinetic is the first proof point of that and we look forward to many more game changing collaborations to come.” “As the global leader in powersports, we are committed to rider-driven innovation – to listen and learn from our customers and design our products accordingly,” adds Polaris CEO Mike Speetzen. “We are moving to electric in a purposeful manner. Polaris and the Zero Motorcycles teams have capitalized on their respective strengths and shared passion for innovation, to accelerate our development of category-defining vehicles that take advantage of the benefits of electric powertrains. The RANGER XP Kinetic is the first example of what this partnership will deliver: by leveraging an electric powertrain we were able to deliver the most capable, most durable and highest performing Polaris RANGER ever, designed specifically for our utility customers’ needs.” In 2020, Polaris and Zero Motorcycles announced a 10-year exclusive partnership with the goal to offer category-defining electric vehicles in off-road vehicles and snowmobiles. The partnership is leveraging Polaris’ powersports leadership and scale, and Zero Motorcycles’ proven expertise in electric motorcycle powertrains and technologies to produce transformative electric off-road and snow vehicles. Just a year after the partnership was announced, Polaris and Zero launched the first vehicle – the all-electric RANGER XP Kinetic. The resulting combination was the entire production run sold out in just over two hours. That is some pretty fast company, indeed.

eSHIFTING GEARS

“It is my great pleasure and honour, that as of the 7th of March, I will be Sales manager at TORROT,” announces Lee Westbrook. “I have a strong belief that electric is the saviour of offroad motorcycle sport and that we need to move our future generations to E power. I believe Torrot represents everything that I hold dear. History, a passionate team, class leading product, huge future plans, exciting new projects in the pipeline and technical knowledge to rival any manufacturer. My first aim in the role will be to reach out to Distributors in FRANCE, ITALY, GERMANY and PORTUGAL. Along with ANY motorcycle, outdoor, electric bike, electric car dealerships in the USA. View the range at Torrot.com

Former Apple exec Jens Stark is now with CAKE, the maker of premium lightweight, electric motorcycles. Stark joins the Swedish OEM as Chief Commercial Officer. “Having initiated an aggressive global expansion, with local and regional sales teams in our key markets, we are building for a new chapter of our growth,” says Cake founder and CEO Stefan Ytterborn. “Jens’ experience and contribution will be paramount to our success.” Stark joins CAKE after eight years at Apple, where he held several leading positions in sales and business development. Prior to his stint at Apple, he held positions within sales and business development at Nike and Carlsberg Beer. “My focus is to create real value for both the company and our customers throughout the journey that is ahead of us. Joining a brand that is already premium, my initial contribution will be to provide leadership and guidance in a constantly changing environment,” he claims. “Setting a clear plan ahead, building structure and processes to support our expanding global organization are the priorities.” Stark started on April 18th and will be based at CAKE HQ in Stockholm, Sweden.

Industry pro Gina D’Ambrosio has changed polarity on her career, switching from Triumph to emerging ePowersports

powerhouse Volcon. She flipped the switch to become Communications Manager for Volcon earlier this year. D’Ambrosio will lead global communications efforts with the goal of increasing awareness of and affinity for the Volcon brand through media channels, including endemic and mainstream media outlets, consumer events, ambassadors and media projects. She is also tasked with developing an annual national communications plan and contribute to overall brand marketing efforts and company growth.

Electrify Expo is amping things up by engaging trade show and media industry veteran Peter MacGillivray to lead the company’s B2B growth, development and expansion of

future trade show offerings. “We have big plans to expand our industry-facing events, education, and media channels with the leadership and expertise from Peter’s 20+ years in the trade show and media business,” said BJ Birtwell, Electrify Expo Founder and Executive Producer. “With Peter on board, we will lean aggressively into our B2B strategy and launch the products and services we’ve been developing for the past couple years.” This year, MacGillivray has expanded Electrify Expo’s ‘Industry Day’ footprint in both Long Beach and Austin, adding a full day of networking, programming and industry leadership to the schedule, including breakout sessions for the Micromobility market. “This industry is ripe for a B2B experiential platform that will properly support manufacturers, buyers, and media with opportunities to grow their businesses via a trade show marketplace, product launch mechanisms, and press opportunities,” adds SEMA and MotorTrend vet MacGillivray. “Alongside Electrify Expo, and the recent announcement launching Electrify News, the addition of our B2B offerings positions this organization with strength and scale to serve the electric mobility industry.” To attend Electrify Expo, including Industry Day, visit: https://www.electrifyexpo.com/industry-day

B R O K E R A G E

S E R V I C E S

POCONO MOUNTAIN HARLEY-DAVIDSON

TRANSACTION ANNOUNCEMENT ACQUIRED BY

TANNERSVILLE, PA Acquired by Steve & Anne Deli of American Road Group from Jim & Linda Schlier

This transaction was exclusively facilitated by our Powersports Division.

“We would like to thank George Chaconas and Courtney Bernhard of Performance Brokerage Services for their hard work in getting this sale to the finish line. As you can imagine, selling a dealership of this size is no easy undertaking. They successfully identified the most strategic buyer that made an offer we felt was in the best interest of everyone involved. We appreciate George and Courtney’s professionalism, problem solving skills, and always being available as needed. While fully retiring may not be our end game, we look forward to the next chapter in life, and being able to enjoy what Linda and I have worked so hard to build.” JIM SCHLIER, SELLER | POCONO MOUNTAIN HARLEY-DAVIDSON

For a confidential consultation and complimentary

estimate of value on your business, please contact us: Powersports Division George C. Chaconas, Partner, CBI/M&AMI 813. 245. 2535 | george@performancebrokerageservices.com Courtney Bernhard, Associate 813. 753. 7262 | courtney@performancebrokerageservices.com 2102 West Cleveland Street, Tampa, Florida 33606

B R O K E R A G E

9 4 9. 4 6 1. 1 3 7 2

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NPDA Officers: Bob Altoff, Kim Harrison And Bob Kee

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Npda DEALER NEWS MEMBERSHIP HAS ITS PRIVILEGES Thank you for believing in the National Powersports Dealer Association (NPDA). Even though you may have not heard too much from us, we have been hard at work over the past few months: • We have grown rapidly and have more than 150 •dealer members and a significant list of strategic partners. See the “Partner Profile” on National Powersport Auctions in this issue. • We just completed our migration to our new association management system. All of our membership data was uploaded, along with prospect information for every dealer in the country. • The board was very active in the recent AIMExpo in Las Vegas. We are currently working on an NPDA Summit for this fall. We believe in giving the dealers the opportunity to get together for training and networking. Stay tuned. • We have established a number of committees within the association to focus on priority needs. These committees include education, partnerships and the newly formed Harley-Davidson Council. These committees meet on a regular basis and report their findings to the Board. • We have strong partners that have already joined and we are working on multiple others that all come with great savings and benefits to the members… Stay tuned! • We have a constant contact account set up and you will be seeing regular correspondence from us. • We have assembled a massive dealer database that will allow us to communicate our message and solicit more members. • We still do not have full -time staff so bear with us as the board is volunteering their time to get everything done. We soon will be looking to hire an executive director to take over the day-to-day association management.

And now for the ask: We humbly ask you to do your part to build this organization. Become part of growing our industry; keeping Dealers healthy and respected; and serving a customer, who writes all our paychecks. We need members to serve on the board. We want to hear from our members on what is critical for your business. Help us spread the word to your dealer friends and competitors. Click here to join us: https://www.npda.org/ The NPDA Founding Board, Bob Althoff, Chair Farrow Harley Davidson (OH) Bob Kee, Vice Chair Destination Cycle (TX) Kim Harrison, Sec Coleman PowerSports (VA) Chris Watts America’s Powersports (TN) Dia Matteson Harley-Davidson (3 AK, 2 AZ) Gail Worth, Gail’s Powersports (MO) George Gatto, Gatto Harley-Davidson (PA) Mark Peterson, Southwest Superbikes (TX) Maurice Slaughter, Bay Harley-Davidson (VA) Robert Kay, Star City Motorports (NE)

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

NPDA STAND WITH US! Bob Kee, Vice Chairman

ore than 20 years ago, Bob Kee transitioned from the automotive industry to the motorcycle business… and he has never looked back! When Bob Althoff accepted the Chairman’s role, he did it with the caveat that he would step aside as soon as NPDA was up on its own two wheels and the Vice Chairman would succeed him. With the confusion between Bob Althoff, Bob Kee and Bob Kay the founding members agreed to Bob’s succession plan with the caveat that Mr. Kee become “BK” and Mr. Kay become “Robert Kay’ — the motion was made, seconded and voted on as BK became the first Vice Chairman of the National Powersports Dealers Association. He also heads the education committee. “My name is Bob Kee, I own Destination Cycle, a multi-line metric store in Kerrville, Texas. We’re about 60 miles west of San Antonio on Interstate 10 in the heart of the Texas Hill Country.” This is not BK’s first rodeo, but it is certainly the ride he has appreciated the most in his storied career. “Coming off a long term career in automotive repair — and as an enthusiast —I saw an opportunity in our community to bring motorcycle sales, service and parts to our little town. And so 21 years ago, my wife and I built the dealership. We opened with Yamaha and grew… and grew! We now sit on a four-and-a-half-acre site. We’re kind of lucky because we have a two-acre off-road test track on our premises, so people can take ATVs and UTVs out and really test them in their element.” From chaos comes opportunity and Destination Cycle continues to grow despite these crazy times. “We enjoy being a part of this industry, which is vibrant, changing and challenging.” The challenges come with the territory, but from BK’s perspective, now is also the greatest opportunity. “I think that we recognize a situation where

there’s a lot of opportunity for Dealers around the country to raise their game.” However kicking it up a gear is easier with a little help from your friends. “I’ve always been a big advocate of 20 Group membership. I did it on the automotive side… I’ve done it for the 20+ years we’ve been in powersports, and I can say not everyone is taking advantage of that opportunity.” Think of NPDA as a 20 Group on steroids, suggests BK. “With NPDA we want to bring education on an affordable, accessible basis to the industry. We want to become a voice nationally for the issues that all powersports Dealers face. We want to provide an opportunity for group purchasing, and possibly legal advice for those Dealers that may be of a smaller size where the scale, opportunity and group membership could really make a meaningful impact to the cost of bringing benefits to their employees.” “I want to appeal to folks out there who are in the powersports industry to think long and hard about why they have challenges and how being part of a larger organization that helps deal with those challenges on a collective basis could be a powerful mover for your business.” Bottom Line: “NPDA is being formed by dealers for dealers. We recognize that this is an opportunity that doesn’t come along very frequently. We want your support in growing this organization so that it can have the impact it deserves. I thank you for taking the time. Looking forward to seeing us as members!” Bob Kee, Vice Chairman Destination Cycle TEXAS 830-459-2453 bobkeefjr@gmail.com

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In fact, when Senator Ernst was sworn into the United States Senate on January 3, 2015, she became the first woman elected to represent Iowa in either house of Congress. But it is her time in the saddle that she finds most enjoyable. “As many Iowans know, there are few things I enjoy more than riding my Harley across our state,” says Senator Ernst. “While our bikes might be in the garage for the winter season, I can tell you I’m already looking forward to getting back on the road this spring.” MIC Senior VP of Government Relations Scott Schloegel has been fortunate enough to ride with Senator Ernst while she was on the campaign trail and convinced her to help make some sense out of the 2020 election and what it meant to your business. More recently she co-hosted an MIC Communications Symposium. “She is a real supporter of motorcycling and a champion for riders,” notes Schloegel.

By Alisa Clickenger

She is also a fan of the Top 100 Women in Powersports and adds, “In a field often dominated by men, it is especially rewarding to receive this honor alongside so many strong women. Together, we can continue growing the powersports community and encouraging many other female leaders to join us in the fun.”

SENATOR JONI K. ERNST

Heading The Motorcycle Caucus

otable for literally riding her Harley-Davidson to all 99 counties in Iowa while on the campaign trail, Senator Joni K. Ernst (R-IA) has been a lifelong, avid member of the motorcycle community. Learning to ride much earlier than before she entered politics, Senator Ernst is the co-chair of the Motorcycle Caucus and champions motorcyclists and the motorcycle cause in Washington, D.C. “In the Senate, I’ve been proud to work across party lines to advance the interests of my fellow motorcyclists — and an industry that helps generate nearly $600 million a year for Iowa’s economy. Most recently, I helped lead a bipartisan effort to designate May as Motorcycle Safety Awareness month. By encouraging drivers and bikers to share the road, drive smart and stay aware, we can stop accidents before they happen so we can all keep enjoying the ride,” explains Senator Ernst. Back in 2017, Senator Ernst teamed with co-chair Senator Gary Peters (D-MI) to create the Senate Motorcycle Caucus. Senator Ernst currently serves on several key committees in the Senate, including Environmental and Public Works; Judiciary; Agriculture; Nutrition: Forestry, and the Small Business Administration. A former Army officer, she is well qualified for her role on the Senate Armed Services Committee. After graduating from Iowa State University, Ernst joined the United States Army Reserve. In 2003–2004, she spent 12 months in Kuwait as the company commander of the 1168th Transportation Company during the Iraq War. She served in the Iowa Army National Guard from 1993 to 2015 before retiring as a lieutenant colonel when she was elected.

Alisa is a two-wheeled world traveler, author, tour operator, and event producer. She has been featured in a variety of media outlets as a woman pursuing a life of adventure and helping others to access their inner wisdom and be free to lead lives they are passionate about. Her book Boost Your Confidence Through Motorcycling: A Woman’s Guide to Being Your Best Self On and Off the Bike became an Amazon.com #1 Bestseller. In 2019 Alisa was also named to Dealernews TOP 100 People in Powersports. Her personal mission is to empower women through motorcycling and adventure while being a strong advocate for the powersports industry at large. Alisa’s motorcycle touring company is www.WomensMotorcycleTours.com.

Joanne Donn, GearChic.com Founder Joanne is the founder of GearChic.com and is a tireless crusader for getting riders into safe and comfortable motorcycle safety apparel. A walking encyclopedia of apparel brands and the human shapes that fit each one, she’s passionate about helping others learn about gear and riding motorcycles but mostly helping people. Whether it’s figuring out what to wear, or figuring out what to ride, she loves being of service. She is especially passionate about helping other women of color to make an impact and have their voice heard. She is known as someone who has inspired and helped an immeasurable number of riders overcome any obstacles they have to achieve their riding dreams. Deb Drinan, Director of Business Development Nelson-Rigg Deb’s passion and enthusiasm for powersports began in May of 2002 when she got her first bike, a Kawasaki Ninja 250. She was hooked! Three months later, a colleague recruited her to take the Regional Sales Manager position at an accessory company; and so her journey began. One of Deb’s specialties is training/educating/ motivating sales people. In this role she’s had the opportunity to work with a large and diverse group of distributor’s reps, educating them on aftermarket products. When promoted to National Sales Manager, she was able to stretch her design skills working in the OEM product development segment, a dream coming true. Just when she thought a job couldn’t get any better; she found her best, last job at Nelson-Rigg as Director of Business Development seven years ago. And while constantly on the go, Deb is also an active fundraiser for the National MS society.

Jen Dunstan, Media Lead For her Sweet Sixteen birthday, Jen asked her parents for the greatest gift of all — tuition to attend the MSF course. It turned out to be the gift that’s kept on giving as Jen’s enjoyed more than 20 years of motorcycling adventures and over 10 years of involvement within the motorcycle industry. Being a “Jen of All Trades” has meant that her professional career has spanned a wide variety of roles from design, marketing, and sales for marquee brands including Troy Lee Designs, ThorMX, Alta Motors, Husqvarna and currently at RevZilla as media lead. She has 11 motorcycles at this time, her Graves-built Yamaha R6 and Husqvarna FE250 are in the highest rotation of the herd. Jen is a woman who always rises to the challenge and extends a helping hand for those in need.

Jen Emde (Rose) Production Manager, Don Emde, Inc. Jen Emde is the third generation of the famous motorcycle family and was literally born into this business. You may not know it, but as the production manager for Parts Magazine (as well as Drag Specialties, and Parts Europe) Jen Emde’s handiwork is probably sitting on your parts counter right now. In addition to reaching every LeMans dealer in the world with every issue, she is also the liaison between the vendors and the dealers… and she knows what is happening 30 days before the industry does! “She’s certainly a big contributor to the success of Don Emde Inc, serving as Secretary of our Corporation while also handling the bookkeeping and billing in addition to coordinating the advertising artwork with our customers,” says her father/boss/former Dealernews publisher Don Emde. “Nice to see her work recognized by her peers.”

Beth Ernst, Dealer Principal, Lone Wolf Harley-Davidson Beth’s first motorcycle position was as an Owner, opening Lone Wolf Harley-Davidson in May 2008... at 50 years old. Her family moved from St. Louis, Missouri, to Coeur d’Alene, Idaho, to open the new store. Her background was in retail sales, so she became not only part owner but also GM, MotorClothes Manager, Marketing Manager and anywhere she was needed. Her only thought was “This was so worth the move.” Now she is the sole Owner and General Manager of Doc’s Harley-Davidson in St. Louis, Missouri. She remains passionate about the teams she can bring together at the dealership level benefitting the customer experience.

Debbie Evans, Stunt Woman The writing was on the wall from the age of six for Debbie when she started riding motorcycles. By nine she started competing in motorcycle trials, and in 1976 she became the first woman to reach the rank of expert, successfully competing against the men. She earned herself a Yamaha factory sponsorship and is now considered one of Hollywood’s top stunt women with more than 300 movies and TV credits to her name. After starting with halftime shows at stadium events, she eventually accepted the challenge of jumping over a 30-foot ravine for the movie Deathsport. Her career exploded when she tied for 2nd in the 1978 CBS Stunt Competition as the only female competitor. In 2002, Debbie won one of the highest acknowledgements in the industry with two Taurus World Stunt Awards for doubling Michelle Rodriguez in The Fast And The Furious, and has continued with the franchise. Since then, she has won 7 Taurus World Stunt Awards. She has also been inducted into the AMA Hall of Fame and The Hollywood Stuntman’s Hall of Fame. In addition APRIL 2022 55 to the Fast And The Furious franchise, Debbie’s electrifying stunts have been seen in Matrix Reloaded, Ghostbusters II, Charlie’s Angels II, Kindergarten Cop, Herbie and many more.

RIDE WITH US Market Expansion Program Takes Different Approach To Welcoming More Motorcyclists

Coaches and staff are preparing for the first of 11 scheduled Moto Intro events, as the MIC’s Ride With Us market expansion program shifts into high gear for the 2022 season. And the fun, brief experiences are aiming again at welcoming and encouraging first-time rides for potential new motorcyclists across the country. Some of the Moto Intros will be held near the major markets of Atlanta, the Bay Area, Chicago, New York City, Philadelphia, and Southern California. “I can’t wait to get back on the road with the Ride With Us team,” said Kyle McCarty, MSF RiderCoach and CO MOST project manager in Colorado. “I love coaching and I like to think my passion for riding influences people, helps them discover the spark, and gets more of them to try riding. Moto Intros are designed for folks who have never ridden before – or ones who maybe didn’t have the best first ride in the past – and they’re designed to provide a really positive encounter with motorcycling. We take the time with participants to meet and greet, discuss their goals for the session, and establish rapport with the coaches. This rapport creates the no-pressure, high-challenge experience that new riders need.” “Some of our guests also need this type of approach to un-learn past experiences from classes, family, or friends who tried to teach them how to ride,” McCarty said. “One of the most amazing things about the Ride With Us Moto Intros is that I see complete transformations in 30 minutes. A majority of people leave with huge smiles, a sense of accomplishment, and the determination to take the next step toward becoming riders.” A primary Moto Intro goal is to help participants decide if riding is something they can do, if motorcycling might be for them. With further contact from the Ride With Us team, guests are encouraged to consider local training sites for an on- or off-road training course to help them continue on the path to becoming a motorcyclist. Moto Intro riders from the inaugural 2021 season have followed up with Ride With Us to confirm that they later took formal classes and bought motorcycles. The Moto Intro Difference

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

employees going to come from? Are they planning to get Marine folks to jump ship? Or displace the motorhome RV industry types? Just like our industry — and many others — auto dealerships are needing to expand the number of service technicians. In fact, that is the highest priority for car dealership leaders, with 60% planning to increase the number of service technicians this year, followed by new-vehicle sales associates (54%) and used-vehicle sales associates (48%).

Personnel Files By Alex Baylon

GOOD HELP IS HARD TO FIND! Tech Talent Tribulations

he only constant is change… and a lack of quality techs! In the past two decades Motorcycle Industry Jobs has been posting positions better than 1 out of every three is a shop in desperate need of an experienced wrench-spinner. Our counterparts in the car business and marine industry are in the same boat, so you are definitely not alone!

While I have not had a study done or published, MIJ does get to see the same trends with “help wanted” postings for powersports dealerships. To be honest, I feel those percentages seem a little low. This might have to do with compensation, size of industry or maybe the mainstream-ness (is that a word?) of the automotive side. For decades, the auto and motorcycle industry have had issues attracting and retaining top service technicians, regardless of brand. After just a bit or research I find that we are not that different from each other, and some of the statistics I found might be closer to the truth than we would like to admit… and the problem is just getting worse. According to a 2020 survey of 17,500 automotive service technicians across 17 brands in the US and Canada: •13% expect to leave the brand within the next 1-2 years

According to the experts at BI WORLDWIDE (www.biworldwide.com) good help is officially hard to find, However it may be even better to retain great employees than to hire new ones. It is no coincidence that Newsweek and many others consistently name this firm one of the most loved places to work in the world… a case of practicing what they preach.

•The majority wouldn’t recommend their workplace to others

The economy is showing signs of returning to prepandemic levels, and the auto business is booming, just the motorcycle industry has been booming for the past two years. Now many other market segments are catching up — from fast food to all levels of retail, the struggle is real, but the added skillset and training required for techs impacts Automotive, RV, Marine and Powersports in particular. In 2021, the Cox Automotive Dealership Staffing Study published that, “72% of franchised auto dealers surveyed say that finding and hiring the right employees is currently a challenge.”

Two of the biggest noted dissatisfiers are:

They also reported that a majority of dealership leaders — approximately 65% — report that they plan to increase the total number of employees in the dealership this year, while approximately 34% said they plan to maintain their staffing level. But where exactly are these

•Only 24% say they and the service advisor properly communicate to “Fix it right the first time” •Fewer than 1% are women

➀ Flat-rate pay for repairs, which represents 25% of their time on average and doesn’t cover time for diagnostics. ➁ Multi-point inspections, which they only get paid for if the inspections result in customer-paid work. A standard practice has been to recruit technicians from neighboring dealerships for higher pay. But what managers find is the people who will leave other dealerships to come work for them are the same people who will leave their dealership to go work for someone else. Compensation isn’t the only answer. So how do you attract and retain the best talent during a time when US workers are setting records for quitting their jobs?

RATE EMPLOYEES ARE LEAVING It starts with knowing where to focus your energy. Recent analysis of a major OEM revealed a pattern we’ve seen across the industry. While overall retention of service technicians is better than other dealership roles (sales, for example), the average rate of turnover is still in the 20% range. Nearly 75% of that turnover occurs within the first three years, with 50% in the first year alone. Continued on page 60

Continued from page 59

BI WORLDWIDE Automotive OEM Analysis, Service Technician Retention – November 2021

Another dealer specifically targeted Army veterans, finding them more mature and more disciplined.

Focusing on attracting the right talent and onboarding them effectively will not only reduce turnover but have a direct impact on productivity and revenue improvement. In recent studies, those companies deploying best-inclass onboarding methodologies saw:

The shift to EV has created excitement within an entirely new talent pool.

•Revenue improvement of 17% versus 9% in all other groups •The percentage of first year employees who met their performance objectives jumped from 49% to 77%, an increase of 57% Here are six ways to improve the way you recruit and onboard service technicians: Change If your business has changed (and whose hasn’t in the past 18 months?), who you are looking for should change. Many auto OEMs now offer a complimentary two-year maintenance plan, increasing the need for lower-level techs to address basic orders. Dealers are getting creative about exploring new sources for talent: One dealership hired a former Master Technician, who was teaching at a local vocational school, to lead their own training program and bring on entry-level techs.

Understand What prospective employees want most from their employer might surprise you. Understanding your dealership’s current strengths, specifically in the areas most important to potential hires, will help you craft the right recruitment message. Brand Defining your Employee Value Proposition (EVP) helps create your unique employer brand. Because employee engagement has such a strong influence on your customer’s experience, your brand may look and sound similar for both audiences — but now is the time to tailor your messaging to the things that matter most to your employees. Source A strong candidate pool should include those in the socalled “passive talent market,” who aren’t looking for a new job but would be interested in a compelling offer that fits their career goals. For example, one dealership attracted entry-level technician students with more than $8,000 in tools. While developing their skills, the techs leased the tools from the dealership at $25 a week for four years, at which point they owned them for a maximum cost of $5,200. If they left the program before then, the dealership retained the tools. Not only did this approach broaden the talent pool of new hires, but it also had a major impact on their longevity.

to tell a story that helps prospective employees learn about the job you are asking them to consider and the culture of your organization. Help them see there’s a good match between their goals and your open position. Always Be Looking! The best time to hire a tech was yesterday… well, any time prior to the pandemic would be better than trying to hire tomorrow. Even if you’re not hiring today, you should have an ad posted so you’re ready for tomorrow. Having resumes on file ready to go is a smart way to be proactive and have potential candidates ready. Appeal When you do find the right candidate, the most effective onboarding practices begin long before their first day. In fact, they should begin with a job posting. You need

Don’t be afraid to post a help wanted ad stating that you’re not looking today but would love to reach out to the perfect tech when you are ready and see if you guys can match up.

MIJ Industry #PROfiles

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

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

APRIL 2022

The other good news is that the Forest Service and non-profit partners have — or are in the process of — restarting chainsaw certification classes for agency fire staff, recreation personnel and volunteers. Properly trained crews can safely and efficiently facilitate much needed trail maintenance. The new Region 5 (CA National Forests) Chainsaw Class Video is real cool. Full of good vibes — and 2-stroke chainsaws at full song — it is a great sign that things are getting better. Watch it… it will make you smile. You might even recognize yourself or somebody you know:

VOLUNTEERS RISING

https://vimeo.com/698362331?ref=em-share Thanks to all of you out there who already serve as volunteers or want to join that force.

Good Vibes Coming From Chainsaws By Donald Amador

t’s no secret the prolonged COVID-19 shutdowns had a devastating impact on many non-profit organizations. In particular, the groups that provide both contract and volunteer workers to help land agencies deal with post wildfire related trail clearing and other recreation projects saw their ranks decimated. But it is hard to keep passionate volunteers in check! Despite the hammer dropping on large-scale volunteer efforts during the lockdown, some outside the box thinking and select strike teams were able to step into the breach. The good news is that some burn area jurisdictions allowed small 2-5 person teams to make some surgical cuts. These teams consisted of long-time private sector partners helping with clearing downed trees off of trails and other routes. These smaller work parties were often the difference between a trail network being reopened to the public vs. closed indefinitely. They also helped to reduce the off-route impacts from users creating their own unauthorized reroutes to bypass trails sections blocked by downed trees. While there is always strength in numbers, these smaller teams managed to have a bigger impact than anyone believed possible.

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!

look better to larger groups of men, women, and teens. Why? Because the frames and engine sizes are finally shrinking. Technology has improved. Metallurgy has improved. Designs have improved. Gasoline and/or battery ranges are way up. Women have become a larger part of the market. And finally small can become cool in America. Various “small” configurations now range from a Honda Grom, a Trail 125, a Rebel 300, and a Navi all the way to a KTM 300 Adventure, a Kawasaki Versys-X 300, a Royal Enfield 350, and a Zero S. The Chinese brands are also adding to the selections with examples like the CF Moto 300SS. Even the European OEMs are dabbling in smaller markets with the BMW G310R and a Scrambler by Ducati Sixty2 with a pulsing 41 horsepower 390cc engine.

Confessions Of A Customer® By Eric Anderson

Go Small… to Go BIG!

Commit To Becoming A “Small Motorcycle” Dealer To Expanding Powersports

istorically, Americans have always prided themselves on riding behemoth-sized, 2-wheeled land yachts crosscountry versus the smaller European theory of tootling along on Vespas (means bee) and small Aprilias through narrow cobble-stoned streets. The U.S.’s interstate highway system and huge 48 contiguous-state land mass set us all up in the 20th century for long distance travel as a regular form of adventure while European’s visons were much more localized on a smaller continent. Now it appears an entirely new American customer may be liking the “small motorcycle craze” …and it isn’t just young people. The kid’s sector is growing with help from the innovative Strider and electric STACYC bikes while scooter sales continue to be linked to the undulating sine wave of gas prices. But true “small motorcycles” under 400cc and 400 pounds are starting to pick up steam everywhere in America as they have been in Europe for more than half a century. American OEMs and their dealers originally bought into selling bigger bikes because there was more money to made in that end of the market… and Baby Boomers wanted them. More accessories, more services, more tires and more of everything could be sold and fitted onto a larger machine than a smaller one, so motorcycling pigeon-holed itself as an adventurous activity for a larger man who could reach the ground at a stop light and balance a 500+ pound mechanical monstrosity. But with smaller EVs rapidly populating the powersports market — including bicycles — smaller is beginning to sound and

Recall in Europe and Japan that motorcycles are taxed more heavily on their engine size in addition to bumping the owner’s insurance rates substantially related to the cc displacement. Newer, inexperienced riders in these countries must also work their way up in engine size by starting with a “Learners Permit” on a small motorcycle before going to a medium cc-sized bike and eventually a larger 700cc+ machine. Americans on the other hand can buy a ‘Busa at age 16 if they want, thus reinforcing the old idea that big bikes are better (or more macho). Big bikes in the USA never really cost us that much more money to ride than smaller ones, but now with $5.00+/gallon gasoline and increasing insurance premiums the rules are starting to change customer behavior beyond the immediate toward the longer term. “Perhaps a small motorcycle would be a better investment now than 5 years ago?” becomes the question in many people’s minds. Watch how e-bicycles will fuel this surge toward smaller motorcycles almost blending the two into the same conversation when posing the proposition at the family dinner table. I think its great to now see both e-bicycles and small motorcycles (ICE or EV) on the same showroom floors — it gives customers a direct comparison. Commuting, recreation, exercise, cost saving? What’s your pleasure? Is there a swing away from selling new, over-engineered, expensive, big motorcycles? According to David Sanglovitz of Competitive Analytics in Newport Beach, CA the Motorcycle Affordability Index (MAI) was 17.7% at the end of 2020 (prepandemic). This means the average Median Household Income during 2020 was greater than 5 times the average MSRP for new motorcycles sold in 2020. One-fifth of the median American’s annual salary would go toward buying a motorcycle. That feels steep for what may likely be a discretionary, recreational purchase. Total motorcycle sales experienced negative sales growth from September 2015 to April 2019. Pre-COVID the motorcycle industry underperformed compared to the national economy during these years. It was only the pandemic which saved our bacon with individual and family sales of “outdoordistancing vehicles” from May 2020 to April 2021. Baring another pandemic to ignite more sales, what would happen in the Motorcycle Affordability Index dropped to 15%? Would a new set of flood gates open? If major supplying OEs don’t start offering smaller and simpler motorcycles, then competitors from India and China will do it for them. It’s already happening if you have been watching. Offering smaller motorcycles in your store at below average MSRPs will bring in new customers never seen in your business. Then more people will be on 2-wheels and the MIC’s “Ride with Us” campaign will become more contagious across multiply diverse demographic sectors. Simply said, if the machines become simpler and smaller, more new customers must become attracted to motorcycles. Before now, we men were all guilty of over-adorning our machines while suffering from Chrom-itus, Widget-i-tis and Doo-Dad Syndrome all related to our inherent preening, peacock-driven maleness. Will American men continue to overdress their

motorcycles to park as some form of “Driveway Jewelry” to attract would-be mates? We may just begin super-accessorizing smaller motorcycles instead of big ones. These 3 similarly related debilitating diseases have forced the tunnel-visioned, white males leading our big bike’d industry for decades to build what sells to current customers rather than to whom our future customers might be — the self-fulfilling prophecy. The industry finally got the word on women as a market and now they are 20% of the owners out there. Keep going toward new customers with shorter legs that can’t bench press 300 pounds! We need to continue breaking out of the closed-loop system of big bike-buying riders who are rapidly retiring, switching to “cages”, or dying off. Look to the huge opportunity with men, women and teenagers having inseams under 32”. “Small bike invasions” have happened multiple times in our history. In the 1950s Brits brought in lighter weight single cylinder and vertical twin brands like Triumph, Norton and BSA naming only a few…to win American races against the heavier American-centric Harleys and Indians. Boom! New markets opened. Then it happened again with Soichiro Honda’s “Nicest People” machines--Super Cub 50s and Trail 90s put even more pressure on both domestic and British manufacturers by expanding the market logarithmically… by going small. I see history repeating itself now with smaller e-bicycles and motorcycles using either ICE (Internal Combustion Engines) or batteries. Boom! New markets are opening. Make “small motorcycles” cool in your store and surrounding area. Take a lesson from Mini (now owned by BMW). They make “small” cool and edgy. Hell, I bought one and I’m 6’2”. I also recently had a giggle-fest ride on a Grom recently — I love to ride small bikes (fast?) even if I look like an elephant straddling a football. Isn’t it time to take the “Middle Ground” between e-bikes and big motorcycles to new levels of coolness, fun and acceptability? Legitimize the category and reach out to new customers who have never been inside your store or on your website. Pop up some displays of small motorcycles inside the movie theater or at local events. Stage a “Small Motorcycle Only” open house. How about setting up a display of small motorcycles in the middle of the Saturday’s Farmers Market? Begin advertising yourself as a “Small Motorcycle Specialist” in addition to being the regular ADV, sport bike, dirt bike, cruiser and UTV dealer. Minimize the levels of intimidation to new customers who like “small.” Greet them more softly than your regular macho-man motorhead customers — without beating your chest or flexing biceps mid-handshake while rattling off a techno-jargon’d list of interrogatives. They were brave to enter your store at all, so be kind. And if they aren’t visiting your store, then reach out to them with geo-targeted social media messaging. Spread the word.

It’s hard to believe this is a 2022 Kawasaki 300cc “small motorcycle.” It’s designed beautifully, functional, simple to operate and super affordable.

Royal Enfield’s Meteor 350 is a down-to-Earth basic “small motorcycle” well under the average Motorcycle Affordability Index. MSRP is under $4600.

The new Zero FXE is certainly considered a “small motorcycle” but with a big price of around $12,200. Some will pay that, but perhaps not as a first motorcycle.

Now, think bigger about selling smaller.

Another EV “small motorcycle” but specialized gpt off-road use, the Volcon Grunt is considered a small motorcycle with fat knobby tires and a low seat height of 32 inches.

Boomers grew up on small, 2-wheeled machines before buying into full-sized motorcycles in the 1970s. I rode a Taco 44. Rupp and Bonanza were other big suppliers of “small motorcycles” which acted as gateway drugs to bigger things.

Vespa’s step-through design was to accommodate wearing a skirt.

APRIL 2022

DIRTBAG BRANDS

We were minding our own business in the booth at AIMExpo when some dirtbag rolled up. Not just any dirtbag, it was the head of Dirtbag Brands Josh Salazar. Not to be pejorative but we had to know if this was truth in advertising. Is he really a dirtbag? And what does Dirtbag Brands bring to dealers? “You know, my entire life my dad always called me his “dirt bag” — so now I think it’s safe to say I became the head dirt bag for Dirtbag Brands.” What is Dirtbag Brands? Dirtbag Brands was built on a premise of serving the dealer — I was a rep for many years in the industry, and a lot of times complaints would come to me from dealers and we’d escalate up the food chain, but more often than not fell on deaf ears. So I saw a niche in the market for a brand that focused specifically on the dealers. That is where it was born. I took all the complaints that we heard of for the last 20 years from dealers and decided we can do a lot better than what’s going on right now. And so far, it seems to be working. Product specific for Side X Sides? Side X Sides and some dirtbike stuff, Dirtbag Brands is an off road company. That’s what we want to focus on… that’s our specialty. There’s a lot of big brands out there that I had the pleasure of working with along the way and helping develop… we kind of want to continue that. We started with a grab and go UTV toolkit. With the industry growing so much, it just seemed a natural option — you can just grab pretty much whatever you need. There’s plenty of room to add to it. We expanded the lineup based on that and focus on niche products. The grab and go toolkit is a starting point? Absolutely. It’s a complete toolbox, and it’s got a mini compressor, it’s got the metric tools they need with room to add your own. If you want to add an impact drill, or you want to add belts, come-alongs or a tow strap as well. What’s the concept behind the marketing and the packaging? Regarding the packaging itself, we started with so many different dealers complaining about plain brown boxes, they said “we’re setting it out, customers are asking us what it is.” And we said, if you just pay a little bit more attention to detail and make the packaging work so they can display it as soon as they unpack it. It’s good to go and kept packaging uniform You know from those years of complaints, you can’t “hang and hope” — especially if it’s a brown paper box.

Absolutely. We just came out with our new latching go system for the Polaris for both the Ranger General and the RZR. The thing that astounded me was everybody sells individual tie down points. Well, if I don’t need one tie down point I need two! Common sense would dictate that, right? So what we did is roll it out in a two-pack. You know, convenient, it was our first packaging deal. We kept it clean, we put a lot of emphasis in that we run it by some of our actual dealers asking if this was displayable? What would you change? One of the biggest things that we found is so many dealerships are receptive. That’s what we want to encourage. We really want to hear from the dealer. What do you need? And why do you need it. How do you stay on top of stuff? When I worked for a distributor that’s no longer around, I opened up the Midwest for them and established relationships. And we are a Colorado company, I’m a Colorado native, and we are only an hour and a half from Moab, Utah so I can see what’s going on. The West typically does more of the sport stuff, whereas the Midwest and the South will do a lot of the utility stuff. And where we came from, we have a lot of contacts on both sides. When we came out with a fire extinguisher mount we decided to make it universal. So we did our research. It fits every tubular roll bar from CFMOTO being an inch and a half to Polaris in a 1.75 inch roll bar to up to a two inch roll bar for the Talon and the new Pro and even the 1.87 for the Can-Ams. We want to do one part number one SKU — let’s make it simple and let’s make it clean. Oh, and let’s do something else. Let’s include a fire extinguisher with it. Who would have thought so and we make sure that we provide stuff like that and it’s been absolutely incredible for us. Is there a dealer minimum? We don’t ask them…there is no minimum at all. There’s been so much emphasis put on the Mega dealerships, and we wanted to pay attention to the smaller dealerships. So we thought, let’s keep it clean. Let’s keep it simple. $100 free freight, no buy in minimums. I’m a big believer of the KISS rule, and I think a lot of people have let that fall by the wayside and neglected that these days. You’re not above a sense of humor, your social media channels demonstrate that! We definitely try to do that. I want dealerships to tag us and we want to post our products in the dealerships. Every dealership that buys from us we make sure to follow. We like to reshare their stuff as well. Anytime we go out and visit the dealerships, we take pictures ourselves, we take video ourselves, I’ve had some customers actually make comments… I get more exposure on social media from you stopping by the store than I do from my marketing manager. The good news is I really like seeing what’s going on with the magic of everything. All the new people that are twisting the throttle for the first time, all the new people that are pushing the pedal for the first time and we will try to make easy go products that just make sense. Click here to become a dealer: https://dirtbagbrands.com/become-a-dealer-1

APRIL 2022

BAILOUT BOX

As could be expected from the DirtBAG name, a storage container would be high on the list of product offerings. However the Bailout Box is no ordinary stowage system! Weighing in at only a mere 35 pounds, this is the ultimate grab and go UTV Tool Kit. Waterproof and dustproof gasket to protect tools from the elements. Heavy duty zinc plated latches. From RZR Turbo S to Pro XP, and KRX1000 to Pioneer, it fits in the back of just about every make and model out there. https://dirtbagbrands.com/bailout-box

ATTENTION TO DETAIL

It is the little things that get overlooked by the big guys where Dirtbag Brands shine. Case and point: Latch & Go anchor points for Polaris. Ribbed and expanding rubber will work for both sizes of Polaris units: RZR/Sportsman and Ranger/General. • Why not use a solid core knob that makes it easy to tighten down? • Brass insert in knob for longevity? • Rubber compound that won’t split and is durable? • Why not sell it in pairs instead of singular? • Significant margin and MAP policy for our dealers? • Ease of use? • Brand you can trust? MSRP $29.99 per pair https://dirtbagbrands.com/latch-%26-go-for-polaris

DEVO: WHIP IT GOOD!

Latch & Go Whip Mounts for Polaris Ranger/General and RZR were designed with the casual rider in mind. Easy and toolless install with OEM-specific mounts. The Ranger/General mount has a 90-degree bend in it to prevent rubbing for whips on the bed itself. The RZR fitment will work with any RZR OEM holes as well. Be it in the bed or sides of the bed. This does not have a 90-degree angle, due to so many options for placement. MSRP $24.99 https://dirtbagbrands.com/latch-%26-go-for-polaris

TIRE REPAIR KITS

Two kits, one great idea! Both in incredible displayable boxes. We are designing all of our items to not be in the same brown box as everyone else. We make it pop for your shelves. The “BASIC KIT” is an 18-piece kit which includes 20 plugs. 10 plugs of each size 6x100mm and 4x100mm for smaller holes, heavy duty T-bone handles, valve core tool, needle nose pliers with wire cutter in soft zippered pouch. The “DELUXE KIT” comes in its’ own case with everything the basic kit has, plus lubricant, replacement tips for the t-handles, Allen wrenches to replace tips, 4 replacement valve cores, 4 replacement black plastic valve stem caps, 4 replacement chrome caps, upgraded utility knife, solid core handles with rubber grip coating, and 20 additional plugs for total of 40 plugs with 20 of each size 6x100mm and 4x100mm. MSRP starts at $24.99 https://dirtbagbrands.com/tubeless-tire-repair-kits

STAND UP GUYS

We believe that the niche market is the best place to start and we are only warming up. We listen to what our dealers tell us with open lines of communication for product and product development. Your voice needs to be heard for products and what consumers want. With that philosophy in mind, The Perfect Moto Stand was introduced. All steel construction ensures quality while .8” thick tubing ensures durability. Grooved to help channel fluids away. Larger opening to successfully drain a bike’s fluids without an issue. https://dirtbagbrands.com/the-perfect-moto-stand

LOAD AND LOCK TIRE BONNET SYSTEM

Sometimes products can be improved upon… other times they can’t. This is one of the times that improvements have been done dramatically, with the Dirtbag Brands twist, that can only be derived from experience and making things even better. The new Load And Lock Tire Bonnet System comes with two tire bonnets, two sets of chocks, and 2.5” grade 8.8 bolts with oversized washers and nuts. Everything you need to strap down two tires to the trailer, WITHOUT COMPRESSING SUSPENSION. Easy load and lock tie down system for loading and unloading in under a minute, once bonnets are sized to a 28”-36” tire. MSRP $174.99 https://dirtbagbrands.com/load-%26-lock-tire-bonnet

APRIL 2022

EPIC RIDES: NORTH TO ALASKA ON HIMALAYANS

o highlight the 2022 Himalayan’s versatility and capability, Royal Enfield headed North To Alaska… and took a diverse group of riders and a camera crew with them. The ensuing film — part of a planned series of Epic Rides films — EPIC RIDES: ALASKA made its debut at Doffo Winery in Temecula, California, in front of motorcycle media, industry guests and friends. “We started the Epic Ride series to not only showcase the beautiful landscapes our world has to offer but to show how motorcycling itself builds communities, friendships and memories to last a lifetime,” said Breeann Poland, Marketing & Communications Lead – Royal Enfield Americas. “Beyond the capabilities of the Himalayan motorcycle, it’s the camaraderie, the bonds that people forge through a once-in-a-lifetime adventure that we set out to capture, and EPIC RIDES: ALASKA showcases that so beautifully.” In contrast to the prevalent solo-style of modern adventure riding, EPIC RIDES: ALASKA, a testament to how the calling of the unknown can bring people together, explains Poland. “Six strangers came together for the first time in Alaska to plan out and ride an adventure tour aboard Royal Enfield Himalayan motorcycles… six strangers quickly became friends, bound together by their journey. The post-viewing discussion became an impromptu roundtable between media and the cast and crew of the film. The immediate reaction clearly demonstrated that the sentiment of the film – the indomitable spirit of adventure, the call of the outdoors and the bonds of the motorcycling community – resonated with everyone.

“We needed an epic venue to premiere our film and what could be more beautiful than a vineyard in Temecula Wine Country surrounded by our friends and motorcycle community?” said Poland. “The discussion that followed after was even more amazing. We hope this film, and more to come in the series, inspires people everywhere to get out and ride, meet new people, have adventures, twist a throttle and live your best life. This is absolutely what Royal Enfield is all about.”

HIMALAYAN FOR 2022

pic ride indeed! When it was first launched at EICMA in Milan it was billed as the ultimate all-rounder budget bike. It fit the bill when we first slung a leg over it in Texas back in 2018 and it has begun to build a cult following around the globe. With success has come some tweaks for the U.S. market, which Bree was good enough to walk us through during the premiere of EPIC RIDES: ALASKA. “The Himalayan is a distinct subcategory within the adventure-touring segment,” she notes. “It has been hugely successful in the U.S. market and has a growing community of dedicated adventure riders around the globe.” While we didn’t get to join the cast of characters that rode through Alaska on the new Himalayans, some media types did get to sample the updates and see the movie premiere at Doffo Winery. Sandwiched between the Meteor 350 launch we covered last May (https://issuu.com/dealernews/docs/ issue_5_may_low_res) and the Classic 350 that appears in this issue’s OEM Update, the refined 2022 Himalayan made its way into dealerships starting in November. As pointed out by Poland, the 2022 Himalayan has a couple of ergonomic upgrades, focused on increasing comfort and capability. The revamped seat offers extended saddle time while a new windscreen helps when connecting tarmac to

trailhead. Royal Enfield reduced the length of the Himalayan’s front rack by 3.5 inches and redid the rear carrier with an additional plate for securing luggage. Reduced height of the rear carrier is intended to make it easier for riders to swing a leg over the motorcycle. During the intro, we ran into former Dealernews Executive Editor Tom Roderick who was covering the Himalayan for our friends at Motorcycle.com. “It is no fire-breather, but the Himalayan gets the job done in the dirt with notable efficiency while its streetability is solely utilitarian in purpose,” says TRod. “Bombing down a moderately technical dirt trail of rocks, sand and water ruts, I was at first throttle-to-stop banging off the rev limiter using revs to maintain forward thrust. Then, after upshifting, I realized that even though it doesn’t feel like the diminutive engine is even spinning, riding its torque curve is how the Himalayan prefers to be ridden.” For a bike that “conquers nothing” as it was first introduced in Milan, the Himalayan has been winning over converts around the globe based on its versatility, simplicity and competence. It is now a sales leader for Royal Enfield in many key markets, including Europe, America, Latin America and Southeast Asia.

APRIL 2022

VALE MEL HARRIS 1946-2022

ndustry leader, mentor, dealer champion, family man… Mel Harris was one of the building blocks of the powersports industry. If the motorcycle industry had a Mount Rushmore, you would find Mel Harris on it, according to his long-time colleague Rod Lopusnak. “You look back and he was one of the four heads of Mt. Rushmore in his time with Suzuki, along with Ray Blank at Honda, Jim Gentz at Yamaha, and Bob Moffit at Kawasaki,” says former Suzuki exec and current GM of Triumph, Lopusnak. “He has an incredible impact on our industry in one of the most amazing times in so many areas. Reflecting back over the last few days, I just remember how hard he fought to make Suzuki a real contender in every racing aspect — it is incredible. In roadracing with Mat Mladin and Ben Spies; then there was the battle he went through to sign Ricky Carmichael (don’t forget, he fought to sign McGrath for a year, but the bike was not good enough and he left) and even ATVs. Look at the support I had back then for ATV racing, two semi’s, racers like Doug Gust and many championships, plus, GNCC teams were amazing with Rodney Smith. One year we won Daytona… all of it from the Daytona 200 to the Alligator Enduro and even the drag races! That is how I came up with the tag line ‘Champions Choose Suzuki!’”

of us that all went through the Mel years at Suzuki, and it was the best years of my professional career. Mel and I didn’t always agree — the sign of a good boss teaching — it has taken me time to learn this in all my new positions, but I finally understand what he was doing now. He was a great mentor and gave me the opportunity to do what I’m doing today. He taught me many lessons along the way. He will be missed. — Rod Lopusnak, General Manager, Triumph North America

However, Harris never forgot his days in the field and it was his relationship with the dealers that Lopusnak and virtually everyone in the industry remembers. “Mel had very good relationships with many dealers, Jeff Cernic is at the top of that list, but Mel knew and remembered virtually every one of ‘his’ dealers. He always kept them top of mind when it came time to make a decision at Suzuki. “I first met Mel when I was working in the family dealership and immediately wanted to be a part of his team. There is a group

Me and Mel in 1996. I was the GM of Suzuki of Ramsey in NJ. Mel was awarding me the Top Suzuki Salesman in the nation award. This was at a dealer meeting in Las Vegas.

Today the motorcycle industry lost a great man. Many may not know him but at one time this man was responsible for selling over 200,000 Suzuki’s in one year. He put together a sales force that made the other brands very nervous… and he taught me so much about the motorcycle business. Mel Harris — who I always called the “Grand Poobah” — was a great man from Pennsylvania. He was the man that brought Travis Pastrana, Ricky Carmichael, Chad Reed, James Stewart, Broc Hepler and so many other racers to Suzuki. He was also responsible for countless Roadracing championships… Mel was the guy to make the contracts work and make sense for both rider and Suzuki, he was the guy behind Makita Tools, Rockstar Energy Drink and many other huge sponsors… Mel Harris was the man! The last time I spoke with Mel was a few months ago, he said he was still working and doing fine, but I could hear in his voice he was weak. The last words I said was “Boss Man, I love ya!” Mel will be sadly missed but his pain is gone. The motorcycle industry lost one hell of a great husband, father, leader and a great champion. Rest In Peace my friend. — Jeff Cernic, MXTire.com

Jeff Cernic and Mel Harris Continued on page 74

Continued from page 73 My father-in-law, Mel Harris, passed away from cancer. He was one of the greatest men I have ever known. Mel was an incredible example of a husband, father, grandfather, colleague and friend, and he will be forever missed. As the former head of Suzuki’s Motorcycle division in the U.S., his favorite aspect of motorcycling was unquestionably racing. He helped the careers of legends such as Kevin Schwantz, Travis Pastrana, Ryan Dungey, Jeremy McGrath, Ricky Carmichael, Guy Cooper, Greg Albertyn, Mat Mladin and many others. I have a tremendous amount of respect for him and often turned to Mel for guidance, counsel, and his opinion. Rest in Peace, Mel Harris, and thanks for everything you did for Amy, Hannah, Wyatt, myself, the rest of our extended family and the motorcycling community. — Ken Faught, Pole Position Raceway SUZUKI SALUTES MEL HARRIS Suzuki joins the rest of the powersports industry in remembering former executive Mel Harris who passed away after a long battle with cancer. Mel was a long time Suzuki employee, first joining the company in June 1981 and remaining with Suzuki through December, 2008. During his long tenure with Suzuki, Mel held many sales positions ranging from Regional Sales Manager to his last position as VP, Sales & Marketing. Mel was also Suzuki’s representative on the AMA Board of Directors.

Suzuki staff picture from a Top Performer Dealer Trip (one of Mel’s favorite things taking care of Suzuki’s best dealers and building those special relationships).

Perhaps Mel’s greatest strength was his relationship with Suzuki dealers. He knew many on a personal level and took pride in being a strong advocate for their businesses. Mel was also a passionate supporter of racing and was involved in many Suzuki championships in the past.

Front row L to R: Mike Logan, Tom Decker (Regional Sales Managers) – Both close friends of Mel’s, Mike actually worked with Mel at Arctic Cat before Suzuki – then Mel brought him over to Suzuki. Both are retired. Pat Hausmann(Mel’s long Time assistant at Suzuki), The ME (yes I was young back then), Mel of course in his famous white jacket, Rick Suzuki (President of American Suzuki at the time), Ron Klimke and Jim Best Regional Sales Managers.

Many will remember the Suzuki dealer meetings that Mel oversaw.

Back Row L to R: Steve Grosso, Walt Cantrell, Bill “Omar” Scharff, John Palmer, Terry Knott (a very good friend of Mel’s for many years who also passed a few years ago), Tom Traxler, Gene Driscoll, Denny Allen – All Suzuki District Sales Managers (the ones in RED are still at Suzuki in the same positions)

Determined to entertain dealers at all costs, Mel loved to try and top himself year after year. Whether he came on-stage astride an elephant, by jetpack, or suited up as “Melvis” (Elvis Presley), Mel loved to put a smile on dealers’ faces while delivering important product and sales information. Mel was truly one of a kind and will be sadly missed. Please join Suzuki in offering our thoughts and prayers to Mel’s wife Gail and the rest of his family.

MIC REMEMBERS MEL HARRIS Mel Harris was part of the foundation, the bedrock of the modern-day powersports industry. His passing in March has many in the business recalling his many contributions during a long and successful career and remembering the man that he was in person. Harris’ LinkedIn page chronicles his nearly 30 years with Suzuki, climbing to vice president of the motorcycle division in the U.S., and his most recent executive position with SSR Motorsports as VP of operations. In honor of his efforts as a lifelong supporter of the industry, the MIC made a donation in his memory to the American Cancer Society. Harris went beyond brands with his efforts at the MIC, as a board member and as a longtime subcommittee member of Discover Today’s Motorcycling, the media and influencer focused image-enhancement and market-expansion program. His work at the association, while not as well known to many across the industry, benefited the entire world of powersports and riders everywhere. Continued on page 76

Action Recruiting......................................................... 74 All Balls Racing............................................................. 34 Bobcat............................................................................ 19 CanDo Diagnostics, Inc................................................ 23 DX1/Travel Log Pro..................................................... 39 Evolution Electric Vehicles......................................... 47 Find It Now GPS Security............................................ 11 FXR Racing...................................................................... 7 Get Started Riding Motorcycles................................. 77 MaxOpp Marketing....................................................... 42 MBA Insurance.............................................................. 73 Motorcycle Industry Council (MIC)............................. 57 Motorcycle Industry Jobs (MIJ)................................... 17 Nelson-Rigg.................................................................. 59

National Powersport Auctions (NPA)........................ 53 National Powersport Dealer Association (NPDA).... 51 Performance Brokerage Services.............................. 48 Piloteer Agency....................................................... CVR4 Rambo Electric Bikes.................................................. 45 Red Line Synthetic Oil................................................ 15 Sullivans........................................................................ 27 Torque Off-Road........................................................... 31 Tread Lightly................................................................. 63 Triumph Motorcycles America.................................... 13 Tucker Powersports....................................................... 9 Twisted Distributing................................................... 37 Western Power Sports.............................................. 2-3

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APRIL 2022

Continued from page 75 But Harris himself was known, very well, to many colleagues across the years, as well as dealerships, district and regional sales managers, racing organizations, teams, and dozens of topranked and aspiring racers on both pavement and dirt. Just a few of them share their thoughts here: “Over the last seven years, I saw Mel lead SSR by laughter, iron fist and fatherly love. Most notable is his devotion to his work in the industry. In good health, he worked long hours and kept an open door policy to the staff and dealers 24/7. When he fought cancer, he talked more about selling motorcycles on the phone than his health from the hospital bed. As an industry professional, I wish others to remember Mel’s big heart and work ethic and to honor his dedication to this industry. As a friend, I wish him a well deserved rest and will forever remember the influence he’s had in my life.” — Jeff Li, General Manager, SSR Motorsports “There wasn’t anybody like Mel Harris in our industry. He was passionate about the motorcycle business and had a tireless work ethic. Mel and I shared a common love for motorcycle racing and motorcycling in general and worked together over many years. Mel was first and foremost a salesman and was absolutely committed to Suzuki’s success. He will be missed.” — Kerry Graeber, Vice President, Division Manager Motorcycle/ATV Sales & Marketing, Suzuki Motor USA, LLC

Mel was a treasured colleague and he was my friend.” — Gary Christopher, Former executive American Honda Motor Co., Inc., Chairman of the Discover Today’s Motorcycling Subcommittee Old Joke and almost true: “Everyone in the motorcycle industry at one time must have worked for Mel Harris.” He was a gem. A brilliant, humble and unselfish man. Funny, too. Rest In Peace Mel. It was a blessing to work with you on the board at the Motorcycle Industry Council. — Frank Esposito, Motivational Speaker at Frank Esposito Consulting, Retired Motorcycle Industry President/COO A lifetime spent in this industry, simple words just don’t seem worthy. The last of the true hero’s. All of us that remember what the business used to be like, we will miss this man. I will never forget our last conversation. “Rod, you know how to do the job, but remember, it’s my job to tell you how to do it anyway.” I have so many other quotes, but those are mine to keep in memory of my friend. I miss him already. — R.A. Overstreet, SSR Motorsports Godspeed Mel Harris. May you rest in peace. Mel was always so very kind and encouraging to me during my time at Barnes Suzuki, Inc.. Mel’s family and loved ones are in my prayers. — Al Roof, formerly Gastonia Suzuki

“I was fortunate to work with Mel starting in 1984 and I am grateful for his friendship, support, and all the memories. He was a leader, friend, advocate, competitor, and family man. Mel made friends and kept them. He was quick to ask about your family and provide updates on his. He could also tell you about ‘his’ dealers’ families, their kids, their sales figures, and more. His advocacy for ‘his’ dealers, teammates, brands, race teams, and our industry is legendary. His competitiveness extended from racing circuits to retail sales goals, and even to local softball league tournaments. The powersports business benefited greatly from Mel’s work on the industry’s collective efforts.” — Tim Buche, Former Suzuki executive, MIC President & CEO “Mel was both a genuine character in the best possible way, as well as being very serious about the overall business of powersports. I got to witness both while serving together on the MIC Board of Directors over a number of years. He had a passion for racing, and many champions across a spectrum of motorcycle racing wore the yellow and blue of Suzuki under his leadership. He also had a remarkable relationship with Suzuki dealers that is legacy to this day. There’s no question that the business of motorcycling and powersports was a genuinely better place because of Mel Harris. Godspeed, Mel.” — Larry Little, Former executive Cycle World, AIMExpo co-founder, former MIC Chairman “Perhaps best known for his sales and marketing expertise, Mel also had a keen understanding of all facets of the business from product development to production, and on through the supply chain from wholesale to retail. He had a strong kinship with the dealers and advocated for them. His work with the MIC and its sister organizations was crucial for the protection and success of the industry. Mel was a true motorcycle enthusiast and loved racing. He had a keen eye for emerging talent and helped scores of young racers move from amateur to the professional ranks – and many on to championships. I had the privilege to work with Mel on several MIC projects and I’ll always remember his keen industry insight along with his cheer and good humor.

RIP Mel you were one of the best in the motorcycle industry — passion for motorcycles, truly a nice person and a true professional! — Brad Hagi, President KTM Japan Mel will be deeply missed. I really enjoyed my time working with Mel, he was so kind and really put his neck on the line for me personally when I came to Suzuki. I will forever be grateful to him for that. Aside from me, he was always so respectful to everyone he was around and worked with. He never singled anyone out and always made each individual feel like they were just as important as the next person, no matter their position. It takes a special person to have that approach in life, and he was that guy! He loved his family so much and my deepest condolences go out to them. — Ricky Carmichael

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