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WORLD’S LUCKIEST MAN
Bob Althoff On Growth... The Only Thing That Matters
INDUSTRY RESEARCH+
EDITOR’S NOTE
Lenny Sims On Market Overview
Robin Hartfiel On A Few Of My Favorite Things
LETTERS+ The Industry On Dealer News
NEWS
All The News That Is Fit To Print, Delivered Digitally
SHIFTING GEARS+ Personnel Postings, Courtesy MIJ
DEALER PROFILE+ Back To The Future With Laidlaw’s Harley-Davidson
THE
Matt Laidlaw On YouTube
OEM UPDATE+ Discovering The Denago Difference At AIMExpo
INDUSTRY RESEARCH+ Lenny Sims On Q3 Marine Market Insights
InDUSTRY RESEARCH+ Don Musick On Who Was That Masked Man, Part III
INDUSTRY RESEARCH+ Jim Woodruff On NPA AWP In Review
eDEALERNEWS Flying Flea Jumps Into AIMExpo
CURRENTS+ The Shadow Knows, Electrify Expo Amps Up, Evolution Electric Expands
NPDA HOLESHOT Dealers Are Better Together
NPDA press pass TMDA Dealers Convene
OUR TEAM
EDITORIAL
Robin Hartfiel Editor/Publisher
Bob Althoff World’s Luckiest Man
Gus Stewart Creative Director
Brenda Stiehl Production Manager
CONTRIBUTORS
Don Musick Genesys Technology Solutions
Dr. Paul Leinberger
Eric Anderson Vroom Network
Jim Woodruff National Powersport Auctions
Lenny Sims NADA Appraisal Guides
Scot Harden AMA Hall Of Fame/Harden Offroad
Alex Baylon Motorcycle Industry Jobs
Hector Cademartori Illustrations
William Douglas Little Unique Powersports
Charlie Williams Off Road Editor
Don Amador Quiet Warrior Racing
Joe Bonnello Joe B Photography
Uncle Paul Wunsch Love Cycles
The Anonymous Dealer
ADVERTISING
Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com
In a previous life I spent a quarter of a century chasing Wall Street before shifting gears to sell motorcycles on Main Street. The one thing these careers had in common was a fundamental need to grow. In business, the word “growth” is often treated as an aspiration, a desirable outcome among many. But this perspective misses the bigger picture. Growth isn’t just one factor among several — it is the defining factor that determines whether a company, industry, or even an entire economy thrives or withers away.
Without growth, industries stagnate, lose relevance and ultimately fail.
Growth is not just important… It is, in fact, the only thing that matters in any industry. From financial sustainability to innovation, competitive positioning and long-term survival, growth is the foundation upon which all business success is built.
A business that does not grow is a business that is dying. This is because the costs of doing business — labor, materials, regulatory compliance and overhead — are always increasing. Inflation erodes purchasing power, competition pushes margins downward and technological advancements require constant reinvestment. Without growth, a company cannot absorb these rising costs or reinvest in itself.
Industries are not static; they evolve due to technological advancements, consumer behavior shifts and new market entrants. An industry that remains stagnant while competitors grow will inevitably lose market share. Top talent gravitates toward growing industries because they offer career progression, financial incentives, and the excitement of being part of something dynamic.
Growth is necessary to maintain or strengthen a competitive position. Consumers expect continuous improvements in products and services…. Growth enables businesses to meet changing consumer demands, improve customer experience and expand into new demographics.
Markets are inherently volatile. Economic downturns, technological disruptions, or an unforeseen crisis (such as COVID) test the resilience of businesses. Companies that prioritize growth build financial and operational buffers, enabling them to weather economic shocks. Growing industries have diversified revenue streams, strong brand equity and access to capital — all of which help them survive and rebound from downturns.
Every industry must prioritize growth. It is the foundation of financial health, competitive strength, innovation, talent acquisition, economic contribution, customer satisfaction, and resilience. Without growth, businesses become obsolete, unable to adapt to changing environments, consumer expectations, or market forces. Eventually, only those who embrace growth as their primary objective will survive and thrive. Growth isn’t just a business strategy — it is the only strategy that guarantees long-term success.
An objective observer of our industry would see some growing companies… and some shrinking ones, too. But if we are all only able to focus on our own companies rather than finding time to collaborate and grow our overall industry, we deserve our fate.
Editor’s Note
By Robin Hartfiel
A FEW OF MY
FAVORITE THINGS
Last month I lambasted the Internet for being the source of all industry ills — nothing but clickbait generated by AI chatbots phishing for likes! This month I am lauding online content creator Matt Laidlaw? WTF?
Perhaps Steve McQueen said it best: “Every time I start thinking the world is all bad, I start seeing people out there having a good time on motorcycles. It makes me take another look.” Every time I think the world is all bad because of the Internet, tariffs, PFAS, land closures etc, I talk to a dealer!
Getting to go around the world to attend tradeshows, cover press launches, tour factories, spectate at the biggest races in the world or ride ATVs, motorcycles, PWC and UTVs definitely makes Dealernews a dream job for any enthusiast. But my favorite part of the gig is going to dealerships and talking shop. Bench racing about business, past rides, new bikes or old friends is always a treat.
Case in point the trip to landmark dealership Laidlaw’s HarleyDavidson. We were on deadline and worse I was late to interview a YouTube content creator. Adding insult to injury, traffic was a living hell — even by SoCal standards where we measure distance by time rather than mileage and give our freeways honorific titles akin to “The Ohio State University” — you know The 5 and The 405 and The 10… As soon as I stepped into the oasis of Laidlaw’s showroom, it turned into a good day.
The looping video in Laidlaw’s lounge showing the family riding in local deserts, dealer principals ripping wheelies down residential streets and the historical images of a dealership
that has been in operation since the Korean “Conflict” made me take another look.
Matt may be a YouTube sensation, but he is a third generation motorcycle guy who literally grew up in his grandfather’s dealership. His motorcycle is not a prop to solicit clicks… it is his pride and joy literally parked in the showroom next to his office. He rides the wheels off it and won’t hire anyone on his sales team unless they ride, too.
However it is when I meet Matt’s dad Jerry and his uncle Brent who took over the store from their father Bob that I know I am in the right place. Matt has to call his dad from back in the bowels of the service department. Jerry had aggravated his bad hip leading Matt on a merry chase through the desert on dirtbikes and was using one of those kneeler scooters to get around, he has nitrile gloves on from servicing a bike and is wearing a shop shirt rather than a sport coat.
He happens to catch sight of the cover of Dealernews with Marc McAllister’s Sportster on it and he lights up. He knows the year from the hubs and the pipes. He can tell at a glance which parts are NOS and which are repops… my kind of dealer! We start talking about his legendary father, the dealership over the years and before you know it, it’s time to brave rush hour traffic. Like Steve McQueen, seeing the Laidlaw’s in action made me take another look. I even checked out Matt’s YouTube channel to see more of his bike. Matt’s 2024 CVO Road Glide ST: www.youtube.com/watch?v=yoHHIzZ8Ohg&t=58s
Maybe this Internet thing isn’t all bad. If you can spread the enthusiasm and joy of motorcycles to millions as Matt Laidlaw has done, maybe there is hope for us all? And proving what a hypocrite I am, be sure to click on my YouTube videos with Matt and smash the like button: www.youtube.com/watch?v=LdJLR5Vrjj8
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.
at time of
and subject to change without notice and obligation.
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LOCALS ONLY!
My parents had a dealership from the late 1960s until 2000. I remember how good your magazine was! One particular article still sticks with me. It was how “regular/Local customers are sometimes ignored for other customers. Something about the dealer thinking “they’re local, they can wait”, or something along those lines. It WAS a long time ago. Wish I would have kept it, as it is still very relevant in some dealerships today.
Jim Ernest, Retired Via Facebook
HOW’S YOUR MEMORY?
How is your memory? Cincinnati trade show years? What was the last year? Indy trade show years? Last year? The 19972008 run was fantastic — great times at the shows!
Fun seeing you at Malcolm’s celebration of life and TrailBlazers.
Sincerely,
Andrew Horton A.H. MacLaughlin’s FSO N. Hollywood, CA
Last year of Dealer Expo was December 2014 in Chicago and a blizzard kept everyone away as the show ended with a whimper instead of a bang. But the decline had already begun 2 years before that as this story from the tradeshow media of the era indicated:
“The move to Chicago may be the boost that Dealernews International Powersports Dealer Expo needs. This year’s show in February 2013 at the Indiana Convention Center & Lucas Oil Stadium had a 30-percent drop in attendance to 10,904, compared with last year’s show, and a 27-percent drop from the 2011 event. Excluding exhibitor personnel, verified attendees totaled 5,452, with approximately 3,700 verified as traditional franchised and independent retailer buyers. The overall industry has seen a 36-percent decrease in the number of dealers operating in the U.S. since 2009.”
Industry observer John Siebenthaler called it even earlier following the 2008 show shortcomings: siebenthalercreative.com/ opinion/080312_Indy-Expo2.htm
Dealernews International Powersports Dealer Expo was in Indy 1998-2013 Cincy: 1984? -1997
Bonus Points Paisano took over Cincy for V-Twin Expo circa 1999-2017
AIMExpo ended its 4-year run in Las Vegas with the industry coming away from the table as the big winner. The preliminary payoff was that 2,000+ dealers and 400 exhibitors – including more than two dozen OEMs and nine distributors – came together on the 300,000 sq./ft. show floor. See you in Anaheim in 2026. In the meantime, tune into our YouTube archives for exclusive content: www.youtube.com/@DealernewsMedia
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SPEAKING OF MEMORIES… Ahhh! I just watched your video recap of AIMExpo… looks like the good ole days of the IMS show!
Motion Activated @motionactivated Via YouTube
SCOT HARDEN TESTIMONIAL
I started tracking my engagement on LinkedIn this past year and for what it’s worth, I’m pretty stoked with the results. I have no idea how it compares to others, but I was pleasantly surprised by the number of impressions and members reached.
Most of all I’m stoked with the growth rates for both. Almost 1000% up in Impressions and 400% up in members reached
The bottom line is I’m pretty sure a lot of this growth is due to my relationship with Dealernews and the fact I not only have a platform there but also your support through sharing my LinkedIn posts. I just want to say thanks. Your friendship and support means more than you know.
Scot Harden Harden Offroad
Ammon, ID
SOUND OFF!
THE LAST WORD FROM AIMEXPO
The last word on AIMExpo 2025: Thanks! Vegas was a big hit this year and we appreciate all the participation and teamwork from all who attended!
Join in the conversation via e-mail: Editor@dealernews.com
Like us on Facebook: www.facebook.com/DealernewsFan
Check us out on Instagram: www.instagram.com/dealernews
Follow us on Twitter: twitter.com/Dealernews
To everyone who showed up and helped make history – to all of our exhibiting distributors, manufacturers, service providers and aftermarket partners; to every dealer, industry representative and enthusiast; to the journalists, influencers, thought leaders and decision-makers – we thank you.
Your participation made this year’s show one for the record books. Here’s to you! We can’t wait to see you in Anaheim, January 7-9, 2026!!
The AIMExpo Team
FREE DEMO UNIT WITH 1ST
PRODUCTION RESUMES AT KTM
Embattled Austrian OEM KTM AG reported the production lines were rolling again on the first day of spring (March 20). “After three challenging months, the moment has finally come: Production at KTM has resumed, and the first bikes rolled off the production line today.” Plans call for full capacity of the four production lines in single-shift operation to be achieved within three months.
CEO Gottfried Neumeister claims, “The restart begins with a single shift production line and our employees are delighted with this positive step forward.” As part of Pierer Mobility’s restructuring plan for KTM, the first requirement was: Liquidity of EUR 50 million secured for the ramp-up of production in March 2025. The next milestone will be coming up with 30% for the creditors — 30% is payable by May 23, 2025!
To wit: “In order to fulfill the quota of 30%, KTM AG must deposit an amount of EUR 548 million with the restructuring administrator by May 23, 2025 at the latest. The court will then confirm the restructuring plan at the beginning of June 2025 and the restructuring proceedings of KTM AG will end once it becomes legally binding.”
“A huge thank you to all our employees—because they are our most important driving force,” exclaims Neumeister. “We look forward to a bright future with confidence. Together, we can achieve great results!”
TRIUMPH TAKING CARE OF BUSINESS!
Triumph sold more than 100,000 motorcycles around the world in 2024, passing the landmark figure for the first time in its 122-year history. Overall, 134,635 Triumph motorcycles were sold to customers around the globe last year — growth of 64% of 2023 totals. Triumph’s sales were up in all its regions with the greatest growth achieved in India, where sales reached 29,736, and the Americas region — which includes Brazil, Canada and the US — where sales were up 44%. This was echoed in 30% growth in Asia and 18% growth across its European markets, which remain Triumph’s largest region.
“This level of global growth is a tremendous achievement that has required a great effort from everyone at Triumph, and our business partners across the world,” says CEO Nick Bloor. “Everyone involved should be very proud of the part that they have played in helping Triumph thrive across the world and achieve this record sales performance.”
This sales growth is reflected in the expansion of Triumph’s Global Dealer Network, which has increased to 950 dealers with more than 230 new dealer business partners joining the brand since 2019. “Our decision to enter two new segments has been very well received by our dealers and customers and has helped us to bring new riders to the Triumph brand,” adds Chief Commercial Officer Paul Stroud. “This is reflected in our growing international dealer network, and expanding aftersales programs.”
Stroud admits Triumph is keeping a weather eye on the market. “Whilst the international economic conditions continue to look challenging as we look ahead, we have lots of reasons to remain optimistic. We have a strong new model pipeline which will see our range develop further to appeal to an even greater range of riders, we have a globally admired brand, and a superb network of professional dealer partners across the world. That’s why we continue to make ambitious plans, forecasting continued progressive growth, which will see us welcome even more customers to the Triumph Brand over the coming years.”
HONDA NAMES TOP TALON/PIONEER TECH
Following an intense 75-question online qualifier open to all Honda Powersports technicians in the country where wrenchspinners were judged on technical knowledge, technique, procedures, precision, and speed, a total of 8 top qualifiers (four from two-wheel, four from four-wheel) were selected to earn an all-expenses-paid trip to the National Finals at Honda’s Alpharetta Training Center. When the dust settled at the conclusion of the 2025 Honda National Technician Contest, Jacob Curtis of Honda of Fairfield (Fairfield, Ohio) was named the 4-Wheel National Champion.
“Winning really helps me further my career and really get the name—not only myself, but our shop—out there to the world. It
really means a lot to win the first year,” says Curtis. “Just to be selected for the final eight was a great accomplishment for me, but to win is something I couldn’t have dreamt of. I’ve got almost two decades now working on Honda products, and I was just looking to further that history that I have with Honda.”
Beyond the reputational benefits, the two- and 4-wheel Honda National Technician Contest winners each also earned a Grand Prize including a 40-inch Snap-On® tool cart, an 18-volt half-inch drive Snap-On impact wrench, a $3,000 Snap-On gift card and a customized Honda Motocompacto.
“Congratulations to our winners, and to all of our finalists for the inaugural Honda National Technician Contest,” notes Jeremy Merzlak, American Honda Director of the Aftersales Experience Division. “This group is the best of the best, and we’re proud to have them representing Honda’s powersports aftersales program. It was exciting to see them in action this week, and I’m gratified that they’re receiving the recognition they deserve. Our hope is that through this initiative, Honda Powersports technicians around the country will be inspired to work hard to achieve their own potential, elevating service standards across our dealership network and enhancing customer satisfaction.”
The second annual Honda National Technician Contest is planned for early next year, and a 2027 edition is in the works as well. National Champions from the three years will compete for the chance to travel to Japan for the Honda Global Technician Contest in 2027.
DEALER NEWS: BOBCAT HONORS DEALERS
Bobcat Company announces its 2025 Dealer Leadership Groups. The 55 Bobcat dealerships honored this year are the company’s highest-performing dealers across respective business divisions in North America.
The honorees were chosen through a comprehensive evaluation, honoring top-performing dealers in each division: construction, grounds maintenance equipment, material handling and portable power.
“We are thrilled to honor the highest performers of Bobcat’s dealer network,” said Mike Ballweber, president of Doosan Bobcat North America. “Our dealers are the face of the Bobcat brand at the local level across North America. Each dealership is integral to our work across the Bobcat portfolio, bringing expertise and customer service to their loyal customers.”
Bobcat believes the process not only allows dealers to benchmark their performance against peers but also assesses key performance metrics to identify the top-performing dealers within Bobcat’s extensive North American network, consisting of over 660 dealer enterprises across the United States and Canada. Each year, the dealerships that excel in their respective category are named to Bobcat’s Dealer Leadership Groups.
Each year, Bobcat Company continues to grow its North American dealer network. As part of the Bobcat dealer partner program, dealerships are provided with development opportunities, ongoing training, and educational and marketing resources to help position their customers, employees and businesses for long-term success. Considering expanding your product range with a global brand in a powersports adjacent market? Need UTVs for that hole in your showroom? Click here: www.bobcat.com/na/en/company/contact/dealershipopportunities
DEALER NEWS: CYCLE SPRINGS MAKES BANK!
Shout out! Yamaha Financial Services recognizes Cycle Springs Powersports as its inaugural Dealer Spotlight. The Clearwater, Florida-based operation had a successful CY2024, leading all dealers in finance originations and earning them a spot as a 2025 Top Tier Dealer.
“Our strong relationship with YMFC has allowed us to thrive as the ‘dealership of choice,’” says GM Nick Waddell. “Our people have the availability and the ability to contact someone directly and work through our deals directly with a decisionmaker.” This close-knit strategy fosters a strong partnership between the dealership and the brand, allowing Cycle Springs to succeed with their customers.
Yamaha Financial Services honored Cycle Spring’s exceptional performance by presenting an award plaque and providing a catered lunch to all dealership staff. Representatives from Yamaha Financial Services corporate and the local Florida Financial Products Sales Manager (FPSM) were in attendance for the occasion.
Yamaha Motor Finance Corporation, U.S.A., dba Yamaha Financial Services will be doing more dealer shout outs in the coming months as an opportunity to highlight key business partners, their successes and notable accomplishments. Yamaha Financial Services values its dealer network and their contributions to the growth of the finance business. Nominations for this recognition are accepted year-round, and the Yamaha leadership team ultimately decide which dealers to highlight based on a variety of criteria, ranging from business achievements to inspiring personal stories.
POLARIS PREDICTS GROWTH
As part of its “2025 Capital Markets Day” presentation on March 13, Polaris provided an overview of the powersports industry and presented the company’s long-term strategy to remain the global leader in powersports. Proclaiming Polaris has the “unwavering support of dealers” and complete confidence in our mid-cycle financial targets” top brass also discussed its commitment to innovation, customers and dealers, as well as progress on its operating efficiency strategy.
“The actions we are taking today give me confidence we will emerge stronger when the powersports market returns to growth,” claimed Mike Speetzen, Polaris Chief Executive Officer. “Our teams are focused in the right areas to not only continue our leadership in powersports, but to also improve the financial strength of Polaris, which I believe will ultimately lead to creating shareholder value.”
Speetzen did concede there has been “a prolonged downcycle in powersports” including four consecutive quarters of contraction in the off-road sector; contraction of its on-road industry offerings six of the last seven quarters; and consistent decline in the marine industry over the last eight quarters. Using terms like dealer caution and “Inventory destocking,” category exits, financial distress at multiple OEMs and EV adoption for short of expectations, to describe the current market, Speetzen countered with a couple of key points:
• 1.1 million new customers since pre-COVID
• Lowest Warranty Claim Rate in 10 years
• 10% Increase in ORV Ridership vs. pre-COVID
The long-term growth will come from winning with the dealers. This started with investing in both front- and back-end Dealer Operations, including training 7,500 Dealer Techs. “Polaris has a proactive partnership and the tools to drive retail and Dealer Profitability… we have the #1 Sales Team and the #1 Service Team,” concluded Speetzen. “Strength through the cycle allows greater investment in dealer success.”
Real Suspension Seat Technology
Upshifting at Turn 14! “I am a newcomer to the industry, but a long-time speed enthusiast, whether it’s cars or any vehicle that can go fast,” confesses Magali Tranié, Vice President of Marketing for Turn 14 Distribution/ Turn 14 Powersports. “I love ATVs as well.” Perfect since DragonFire and QuadBoss are part of the family of brands in the distribution giant’s portfolio. Tranié brings more than 25 years of marketing expertise across B2B and B2C businesses of various sizes and industries, from regional shops to large multinational corporations. “Magali has a track record of driving awareness, creating demand, and deepening customer engagement,” says Turn 14 Chairman Jon Pulli. “She builds growth strategies with measurable and actionable results, optimizes brand and marketing plans aligned with company objectives and the sales cycle, all while creating compelling stories for target audiences. After graduating with a bachelor’s degree in communications from Millersville University, she learned the ropes by working in a number of different marketing roles, from digital marketing, product management, sales, branding, public relations, research and more. Magali’s manufacturing and distribution experience came from her years at Sara Lee and Mars Inc . She later obtained her master’s in business administration degree from Pennsylvania State University.
Born in France, Magali moved to the United States some 30 years ago. Outside of work, she is a speed junky, loves traveling and sailing with her husband.
LeMans Corporation — the powersports powerhouse behind Parts Unlimited and Drag Specialties — is shifting into high gear with the appointment of Rob Schlueter as the distribution giant’s new Director of Marketing & Brand Development. With a dynamic mix of industry expertise and brand-building horsepower, Schlueter is set to drive LeMans’ marketing strategy forward, strengthening brand awareness, generating leads, and accelerating revenue growth. “Rob will ensure a cohesive and compelling brand presence across all channels in this pivotal role while strategically positioning LeMans’ house brands for success in an increasingly competitive market,” according to the company statement. “Think of it as fine-tuning a highperformance machine—every element working together for maximum impact.”
Most recently VP/CMO for Saddlemen Seats, this is not Schlueter’s first time in the saddle. With leadership roles at global heavyweights including Nike, Icon Motosports, Under Armour and SGK, he has built and elevated brands across industries, blending creativity with strategic execution. His experience in design, sales and marketing gives him a well-rounded approach to growing brands and engaging customers “We’re excited to have Rob Schlueter on board,” notes Paul Devine, Vice
President of Sales & Marketing at LeMans Corporation. “His ability to amplify brands through strategic marketing aligns perfectly with our vision for the future. With Rob leading the charge, we’re ready to twist the throttle and take our marketing efforts to the next level.” With Parts Canada and Parts Europe expanding its global reach, LeMans Corporation is the world’s largest distributor of aftermarket accessories in the powersports sector, serving more than 12,000 dealerships worldwide. “LeMans Corporation has a legacy of innovation and passion for the powersports industry,” concludes Schlueter. “I’m honored to be a part of it. I look forward to working with the talented team to build on that strong foundation and drive greater success.”
In more distributor doings, Chris Kasabula takes flight from FLY and HardDrive : “After an incredible journey at Western Power Sports , I am thrilled to announce that I am embarking on a new adventure as Marketing & Communications with Kraus Motor Co. ! I am grateful for all the experiences, friendships, and growth I’ve gained during my time at WPS. Thank you to my amazing colleagues and mentors for your support and encouragement along the way! It truly changed me as a person through my growth and will continue to support Fly Racing, HardDrive and WPS . As I step into this new role, I look forward to the challenges and opportunities that lie ahead. Here’s to new beginnings and the thrill of the ride! Stay tuned for updates on this exciting chapter…”
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Now’s the time to stock up—these will move fast! If you’re not already a Kayo dealer, don’t miss out on this opportunity to bring the latest in small-displacement powersports to your customers. Contact us today and join the Kayo family!
EFI!
Continued from page 16
Just prior to the Daytona 200 , MotoAmerica announced former Piaggio CMO Shane Pacillo was the new VP of Media & Promotions for North America’s premier roadracing series. For the past 20 years, Pacillo has worked with PR agencies and the OEMs in a career that has included management in music, art, automotive and powersports , providing him with a unique ability to fuse motorcycling and racing with cultural relevance, according to MotoAmerica President Wayne Rainey . “As MotoAmerica continues to grow, Shane’s experience and passion for racing makes him the perfect guy to help drive our media and promotional efforts,” Rainey notes. “His knowledge of MotoAmerica’s teams, riders and industry partners will serve him well as we work together to keep moving forward this year and beyond.” Pacillo spent a decade with Piaggio Group Americas , where he oversaw iconic brands Aprilia, Moto Guzzi and Vespa as Piaggio’s Chief Marketing Officer. Pacillo will spearhead MotoAmerica’s veteran team, working together to optimize the series’ media strategies, enhance promotional activations, and strengthen partnerships to further amplify its MotoAmerica’s presence across digital, broadcast and liveevent platforms . “MotoAmerica is growing, and Shane’s experience in media, branding, and audience engagement is going to be a huge asset as we keep expanding the
series,” concludes MotoAmerica COO Chuck Aksland . “He brings a fresh perspective and a good understanding of the powersports industry. We’re confident he’ll help us create new opportunities and add even more value for our partners, teams and sponsors .”
Piaggio has picked a new President. “It is with great pleasure that we announce Andrea Gucciardi as operating President and CEO of Piaggio Group Americas . With more than two decades of experience as a Senior Executive with premium brands in the automotive and sport industries, Andrea will bring extensive knowledge and innovation to the local markets.” Prior to Piaggio he was Sales & Dealer Network Director for the BMW Group in the Italian market, GM for Rolls Royce Motor Cars Italia and BMW Roma Motorrad Director. “At Piaggio Group Americas, Andrea will oversee operations across the USA, Canada and Latin America , and will usher in new strategies and achievements for the powersports industry,” according to the announcement. “We are excited for this new chapter of Piaggio Group Americas.”
TLD promotes from within: “We are thrilled to announce that Cody Swansboroug h has been promoted to Director of Global Merchandising at Troy Lee Designs ,” says TLD Director of Sales Teri Lynn . “Cody’s journey with TLD is the definition of “homegrown” success—starting as a sponsored downhill mountain bike athlete, advancing through the sales ranks, and now stepping into this critical role to elevate TLD on the global stage. Cody isn’t just a leader—he’s a visionary. With an exceptional eye for premium retail, he masterminded the beautifully merchandised TLD store in Whistler, British Columbia , setting the standard for how our brand comes to life in retail spaces. From his beginnings in North Vancouver during the golden era of mountain biking to becoming a vital part of TLD over the past 15 years, Cody’s passion for two wheels and his deep connection to our brand have shaped his journey. Now based in Squamish, BC, the heart of mountain biking and off-road riding in Western Canada , Cody continues to embody the spirit of TLD.
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BACK TO THE FUTURE
Laidlaw’s Harley-Davidson
Three generations driven by passion, with a commitment to total professionalism! Since 1958, Laidlaw’s Harley-Davidson’s goal has been to make the sport of motorcycling the best investment you can make of your free time. The mission statement says it all: “We are committed to providing superior products and service while striving to build quality relationships with our customers.” And according to the third generation of Laidlaw’s General Sales Manager Matt, the dealership still holds true to its motto:
Satisfaction Guaranteed or Your Old Life Back.
Matt, you are third generation of a well-established Harley-Davidson dealership, an icon here in Southern California, but now known within the Harley community worldwide because of your video efforts.
I was lucky enough, and blessed enough, to be born into a family where we had a Harley-Davidson dealership. So my grandfather, Bob Laidlaw, got back from the Korean War, worked as a technician for a long time at a shop in Rosemead, off of Garvey, and he eventually bought the dealership from the owner at the time in 1958. He has basically built it to what it is today.
Along the way, my dad, Jerry and my uncle Brent have become owner operators. They’ve spent pretty much their entire professional lives operating and contributing to the business. I’m here as third generation. Actually have a brother named Scott, who’s also here. He’s the preowned manager right now. That makes us a true family run dealership that’s been around for 67 years serving the San Gabriel Valley here in Southern California.
Maybe we should ask Scott, but how is the pre-owned market here in Southern California?
It’s good. It was especially good during COVID, when everybody was buying bikes! It’s one of those things that ebbs and flows like anything, but pre-owned is always going to serve that market. Someone that sees value in getting a bike that has a little bit of mileage… they can save some money on it and still get basically the same product. Take a Road Glide that is $30,000 brand new, but they can get into a pre-owned one that is 3-4 years old for $20,000. So, yeah, it’s decent right now.
There’s a lot of exciting new products that Harley has just put onto the market. We saw the carryover models, and just recently we saw the new stuff… what’s the sleeper bike of the season you think?
They did a lot of new refreshes on the Softtail line. This year, they introduced a lot of technology like ride modes, additional rider aids and things like that. The Low Rider ST has been a really popular one for us. They had a few cosmetic updates this year, offered in a chrome trim.
Then there is the Pan America ST… to answer your question, the Pan America ST is a rad bike. We haven’t even gotten our first one yet, but I feel like — and this is just me speculating a little bit — think there is a market of riders that like a fast, 150 horsepower bike that is on the lighter side. But I think there’s a group of riders that don’t buy that bike because they don’t go off-road, and because they don’t go off-road, they’re gun shy about buying that bike because they don’t want an off-road capable bike. The street orientated Pan America has the benefits of that Revolution Max motor, super nice suspension and all the technology in it. I think that’s probably the sleeper this year.
You aren’t afraid of going off-road here at the shop. Ty built his desert sled, and he’s gonna go race in Baja: www.youtube.com/watch?v=xowf6oS1VJA
It’s been kind of an unexpected thing. Ty was able to get Street 750 I don’t even know where he got it. He got it really inexpensive, but yeah, he decked it all out with the help of Tetsuya, one of our technicians from Japan, really talented guy, by the way, and he’s going down to Baja.
Continued on page 22
As we’re sitting here, I’m seeing the scrolling of the videos, and I see your dad and your uncle out there riding dirtbikes in the desert, popping wheelies in the middle of the street…
We’re definitely a family that is truly in love with the sport of motorcycling, and not just Harley-Davidson’s. I actually grew up riding dirt bikes, because that’s a big passion of my dad’s and my uncles as well, is off-roading, and so that’s actually where I got my start. It is dirtbike riding out in the deserts, Adelanto and El Mirage. Now, I go down to Ocotillo once in a while with my family.
Off-roading has always been a really big underlying discipline in the motorcycle world, We still ride. I still ride with my dad, even though he’s getting a little bit older now, I always joke and say that up until this point, I’ve never been able to keep up with my dad, even into his 70s. Now, I think this last trip was the first time I’ve ever been able to maybe beat my dad off-road... and that is only because he needs a hip replacement! Whatever it takes I’ll take the win!
THE BIG PICTURE
Dealers Are The Ambassadors Of Excitement!
We need to excite people about the sport of motorcycling. The appeal of motorcycling isn’t as vast and as wide as it used to be with the Baby Boomer generation. I think getting people excited about the sport of motorcycling is important. We need to be the ambassadors of that excitement as dealerships
How do we best do that? Media! It’s content creation, you know, that’s the best way to get people excited. And you have to be excited in a dealership as well. Me for example, I won’t even hire someone on my team unless they are an avid rider. You have to ride… That’s part of both gaining
knowledge but also being able to instill your enthusiasm in our customers.
As dealerships, we need to instill that enthusiasm in riders and potential riders. We are trying to not only preserve our customer base, we’re also trying to get new customers. The best way I know is to create content that excites people. Whether it be Instagram, YouTube or TikTok, there’s a million platforms now to get people excited.
We’re the professionals… we’re the guys that have been out there that know how to do things. But we have to impart that to riders, especially new ones. There’s this level of intimidation surrounding our sport. And new riders — and I think a lot of people would agree — can find it intimidating, especially a very heavyweight Cruiser. We need to bring some of that intimidation down — we need to be welcoming and inviting to new riders and show them what we have to offer.
I always tell people, you don’t have to be a big, strong, burly guy to ride a Harley-Davidson if you have the proper technique. Technique always makes up for brute strength, in my opinion. This is kind of a long-winded answer to the question of what dealers should do, but we have to do a couple things:
1) Entertain people
2) Break down those barriers of intimidation
3) Instill entertainment and show people how fun the sport of motorcycling can be.
SOCIAL MEDIA MAKES IT HAPPEN
With 211,000+ subscribers, more than 575 videos, including half a dozen videos topping 1 million views each — Matt Laidlaw was an early adopter of YouTube. After 13 years in the game he has officially become an “influencer” — but he would prefer to be known as an enthusiast or an ambassador for motorcycling. Call him what you like, he has made Laidlaw’s a virtual landmark to match its IRL status.
Matt, you’re passionate about this industry, but you’re also seeing opportunities that your dad and your uncle didn’t see with the video production. It started out just because you wanted to do it, but now it’s 10,000 views. It’s 50,000 views. It’s 100,000 views on some of your videos and climbing.
I wanted to bring an advertising element to the business that my dad and uncle couldn’t bring. I wanted to be a value-add rather than “the son of the owner is here, and he gets the job because of nepotism.” I wanted to actually be valuable here, so I asked myself, “what can I bring to the table that I know they couldn’t do” and with web 2.0 and the rise of social media I saw and opportunity.
Around 2010 I saw YouTube, and I thought, “you know what, people on this platform are getting attention. I wonder if I could be the Harley guy on YouTube?” So I started off with some terrible videos, bad audio, shaky camera work… And I just kept going and kept going. Then I started getting traction, where people started actually watching my stuff. Then around 2015-2016 timeframe,
I remember my first video that kind of went viral, so to speak. It was when the Milwaukee Eight first came out. I was at the dealer meeting when the Milwaukee was launched for the 17 model year. I did a video and it got over a million views. I was like, okay, we have something here.
This is a great platform to get attention and draw people into the dealership. Now I produce maybe one video a week. And I do ride videos all over the country. I do a lot of review videos, highlighting the models. What I want to do is, is what I do here on the floor: I want to educate people on the best bike for them. That’s really the crux of the core of the content that I try to produce, is educating people about the product,
It’s not something that everybody can just jump into, because the post production and all the editing and all of this stuff that it takes to do it, and then you’ve got to keep feeding that algorithm to do that. So as soon as you slack off, even two weeks that things start stopping.
It’s a beast that you have to feed constantly, definitely, because, like you said, as soon as you take a month off, someone else picks up where you left off. It’s very competitive… I look at YouTube now, as opposed to 1012 years ago, when I started doing it, and there’s just a lot more people trying to get people’s attention. That’s really what it’s all about, is people’s attention online, right?
Continued on page 26
It’s been a skill that everybody asked me, “did you go to school for it? Did you have classes or an instructor or whatever?” I’m self-taught and I’m still not the best. There’s still a lot I have got to learn. But, yeah, editing is one of those art forms… The more you do it, you kind of get your style. And it never really gets shorter. In fact, it probably gets longer, some of these videos I spent 20-30 hours editing.
But you still have your day to day responsibility. So that editing time coming out of your time and your family’s time, because you’re still working here in the dealership.
Yeah, my day job, so to speak, as the sales manager here, so working with my team on the floor every day trying to sell motorcycles, work deals, order the bikes, do all that stuff. When I started off it was just nights and weekends. It’s now gotten to the point where I’m given one day a week where I edit from home, now to do all the online marketing stuff, which is primarily YouTube.
With a million views and that Laidlaw name going out there, that’s priceless. So they can afford to give you one day a week to keep that kind of level of return or eyes on laidlaw’s Harely-Davidson.
It’s taken about 10 years to convince them. But it is working… 30 minutes ago, we had a couple from Australia in here. So we really get people from all over the world coming in to say hi. They may not be buying bikes, probably because they’re from a different continent, but, they are buying t-shirts and stuff. I can easily say a very high percentage of the people that buy bikes from us have seen my videos in some way, positively influenced by the videos they saw online.
The National Powersport Dealer Association and fellow dealers have taken notice of what you’ve done. So well done.
Thank you, sir. Yeah, a lot of dealers, I think, from around the country, do the social media thing. I would even go as far as to say that if you aren’t involved in social media in some way, like you’re not even in the game anymore, just web 2.0 that’s the world we live in now, right? Everyone is looking at that tiny screen they keep in their pocket everywhere. And if you’re not on that tiny screen in some way, you’re just gonna get left behind. So yeah, I think most dealers, in one way or another is on Instagram or YouTube or whatever. It’s just how much of a time commitment do you want to put in and really try to get to the high level of, I guess, production and notoriety and subscribers, which will then, you know, create the snowball effect where you get more and more, you know.
THE LAIDLAW STORY
Laidlaw’s Harley-Davidson Sales, Inc. had humble beginnings. Just back from serving in the military, Bob and his young wife purchased the shop from previous owner Johnny Gregurich. Shortly thereafter in 1958, the name was changed to reflect Laidlaw’s HarleyDavidson®.
Hard work, dedication, attention to detail, and a focus on customer satisfaction helped Bob on the inevitable climb to success, and the success of the dealership. The word soon spread that in a small town in the San Gabriel Valley, a person could purchase a motorcycle for a reasonable price, have it worked on by a qualified mechanic, and be treated with common courtesy and consideration in a family-run store.
After 44 years in Rosemead, California, Laidlaw’s HarleyDavidson® is now located in Baldwin Park. The 45,000+ square foot, state-of-the-art building is located at 1919 Puente Avenue in Baldwin Park. The building has 500 feet of store frontage which runs within feet of eastbound Interstate 10 between the Francisquito and Puente Avenue off-ramps. The original store would literally fit inside the service area of the new store. The 70-foot monument sign is difficult to miss. It advertises not only the dealership name but also that we are a HarleyDavidson® Authorized Rental Center.
These days Bob’s sons, Jerry and Brent, are diligent at keeping up the same standards associated with the Laidlaw family name. Attention to detail and focus on customer satisfaction is still the number one priority.
Satisfaction Guaranteed or Your Old Life Back.
ALL THINGS GREAT… And SmAll
Dealers Discover The Denago Difference At AIMExpo
More dealers experienced the Denago Difference at AIMExpo this year, and fuel injection for its pitbikes was a major draw, but the biggest news literally as well as figuratively was a holeshot for folks in Las Vegas to see the Freelander 550. “We actually had dealers seek us out on the show floor this year,” declares Denago Powersports GM David Garibyan.
“We are proud to celebrate another successful year at American International Motorcycle Expo,” he added. “This year, we were thrilled to unveil the all-new Freelander 550FI 4x4 ATV.” Garibyan was kind enough to do a quick walk-around of the big bore Freelander for us, but cautions that dealers will have to wait until the end of the year before production models are available.
In addition to the big prototype on display, running changes to the production models of ATVs and motorcycles were shown to dealers at the trade show and available now. “Our redesigned MX models, now featuring fuel injection and electric start— demonstrate our continuing commitment to innovation and performance.”
GREAT...
Joining the big Freelander 550 prototype on display in Las Vegas was the great news that the production model 2WD Workhorse 300FI is being delivered to dealers now. The Freelander 300FI has been hitting Denago Powersports growing network of dealerships across the nation and is ready to work in 2025! “Although we introduced a full range of vehicles for the Youth market at AIMExpo last year, our new Freelander 300FI was the biggest news, literally and figuratively,” explains Denago GM David Garibyan.
“Despite the price-point, we have added plenty of features to this vehicle… one of them is fuel injection and it is liquid-cooled and shaft-driven so it’s basically maintenance free,” he adds. “ It comes with a 2500 lb. winch with a synthetic rope, aluminum wheels, disc brakes all the way around, and a large TFT display.”
Another Denago difference David points out is the convertible seating. “The really cool thing about it is a One-Plus-One configuration so if you have a second person who wants to come along with you for the ride, you can easily accommodate a passenger. If you don’t have the need for a 2-up, you can easily take out the backrest and the foot rest.”
This vehicle comes with LED lights, adjustable suspension dual A-arms in the front, mono rear swingarm in the rear. It is automatic CVT belt-driven for smooth and seamless operation. And it has dual USB ports and a 12v outlet. Its pre-wired receiver with a removable hitch makes trailer hauling easy. Ideal for outdoor enthusiasts and professionals, the Denago Freelander 300 FI is reliable and efficient.”
” But the real value proposition is the price and warranty,” according to Garibyan. “This vehicle comes with a oneyear bumper-to-bumper warranty on parts and labor — it covers the majority of the items on this vehicle.
“As for the dealers, we offer great margins — and there’s no hold back,” notes Garibyan.
transmission and advanced safety features, Garibyan claims the TrailHawk is designed for young riders who crave excitement with confidence (like his son).
And SmAll
Proving that good things still come in small packages, the TrailHawk 10FI took flight in time for the upcoming season. Since there is no where better than Glamis for a desert shoot, David even drafted his son as the test pilot for the sizzle reel — lucky kid! Featuring a 120cc EFI engine, a smooth fully automatic
The Denago TrailHawk 10 FI for young pilots ten and up is the ultimate youth quad for Looks and Performance. The TrailHawk boasts a 120cc 4-stroke Electronic Fuel Injected Overhead Cam Engine mated with a Fully Automatic Transmission offering Forward & Reverse. To manage all that power, the TrailHawk utilizes Dual A Arm Independent Front Suspension paired with Front & Rear Hydraulic Disk Brakes activated by Dual Handlebar Mounted Levers with Integrated Parking Brakes.
When it comes to Safety & Style, the TrailHawk delivers here as well with an Electric Start and Wireless Shut Off with a Remote Key Fob, A Manually Adjustable Throttle Limiter and Keyed Ignition with Tether Type Safety Lanyard, Color Matched Hand Guards, and complete running boards for your feet. The Denago Trailhawk looks fast while sitting still, but don’t worry, with all it has to offer, there’s no chance of that.
For more details or to become a Denago Dealer, contact Johnny Hayes, National Sales Director via phone (800) 276-8521, e-mail johnny@denagopowersports.com or click here: denagopowersports.com/pages/become-a-dealer
WHAT THEY SAID
During AIMExpo, Denago communications guru Steve Lawler and sales manager Johnny Hayes talked about what being at the trade show for a second year meant to the upstart OEM. “Last year was a little different,” Hayes is quick to admit. “We were the new kid on the block and not very many people knew of us. But this year it has been kind of overwhelming actually with the amount of dealers and prospects who have walked up and now know who we are. It’s been good!”
“We are proud to celebrate another successful year at AIMExpo. This year, we were thrilled to unveil the all-new Freelander 550FI 4x4 ATV and our redesigned MX models, now featuring fuel injection and electric start—continuing our commitment to innovation and performance,” adds Lawler. “To our incredible dealers—thank you for your continued support and belief in our vision. To everyone who visited our booth, we appreciate your enthusiasm and can’t wait to see you again next year!”
The Show has been tremendous… Fantastic. A lot of great exhibitors. I am very excited to see Denago with a great representation! Speaking from the sales side, Denago’s offerings are what the nationwide powersports market has been needing. There has been a void in the market for something that is affordable, quality and its got all the support that we need. Here in California we have been needing green sticker certification and Denago literally checked all the boxes. — Jacob ATV Wholesale Outlet, Sacramento, CA
Denago has a couple of really cool new products, specifically their fuel injected dirtbike line-up was the highlight of AIMExpo for me. — Isaac ATV Wholesale Outlet, Sacramento, CA
“I think that the Denago brand brings people into the industry that maybe couldn’t get in otherwise. Customers have a quality product that they can ride. Denago’s multiple levels of product — you guys are coming out with this prototype 550 behind me — we can bring people up from the entry level and hopefully make them a brand-loyal Denago customer for many, many years! — Mike Davidson, Swampfox Motorsports, Princeton, West Virginia
When prospecting for a Denago dealer, we’re looking for a top tier dealers that are currently out there in the industry — the Tier A/Tier B level dealers with a major manufacturer because we are going to be the next major manufacturer! — John Walker, Regional Sales Manager, Denago Powersports
Dealernews Research
By Lenny Sims
MARINE MARKET INDUSTRY OVERVIEW
The ebb and flow of the marine market is always interesting, but 2024 was even more dynamic than! Powersports players entered — and exited — the pontoon boat space, Taiga shocked the industry by transforming from a snowmobile EV to an electric watercraft company, PWC saved some motorcycle dealers’ season... and sank others!
Wrapping up 2024, the year had its challenges with high interest rates, political uncertainty and elevated inventory levels. Marine values showed a typical seasonal decrease for the winter months. Looking at individual segments, the most recent 10 model years of used outboard boat values brought 3.2% less money in the November-December period than SeptemberOctober but 2.5% more year-over-year.
Closer to home for most powersports dealers, personal watercraft brought 2.6% less in the NovemberDecember period than September-October. This was actually .25% less year-over-year.
Despite dealers having to increase discounts to help with high inventory levels, things are looking up. Moving into 2025, dealers are optimistic for the upcoming selling season and overall economic stability.
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.
Dealernews Research
By Don Musick
WHO WAS THAT MASKED MAN?
PART III
TRENDING!
Using the search term “motorcycle theft” over a similar period as above, Google Trends also shows a downward trend followed by an uptick in interest (although not nearly as pronounced in NICB theft data). Clearly this trend is seasonal, peaking during the summer months. An analysis of the trend data by Metropolitan area shows a similar geographic distribution to the NICB map from last month.
On the other hand, the trendline for the search term “car theft” (graphic on the rigt) is much more prominent, likely a consequence of their relative fleet size (and relative payouts!).
Motorcycle
Motorcycle Alarm
Another interesting comparison can be made using the search terms “motorcycle alarm” and “motorcycle tracker” as shown in the following trend plots. Trendlines for each of these search terms closely follow the “motorcycle theft” trendline. Additionally, maps of the trendline data show many of the same features as the thefts map.
While you might think that these search term trendlines are merely a reflection of seasonality (which they might be), you also might think that alarm and tracker interest would be more broadly distributed throughout the year. It’s also notable that “motorcycle alarm” trendlines tend to mirror “motorcycle theft” while “motorcycle tracker” trendlines show parallel but somewhat delayed interest levels. Pro-active vs re-active? Maybe.
FINDING ELANOR
The Motorcycle Action Group (MAG) is an organization that advocates for “a more robust response” to motorcycle theft by law enforcement in the UK. In a 2022 report from the MAG, they surveyed 2021 theft data for cars and motorcycles across all 45 police precincts in the UK. The analysis found that per 1,000 registered cars/motorcycles, motorcycles had 11 X the theft rate of cars. The study also found that motorcycles accounted for ~25% of all motor vehicle thefts that same year. The report clearly demonstrated that motorcycles are disproportionately affected by theft in the UK. Could the same disparity be found in the U.S.?
According to statistical data firm Statista, there were ~32.55 M cars and ~1.33 M motorcycles registered in GB by the end of 2023. Therefore, the fleet size of registered motorcycles accounts for ~4.1% of that of cars. By comparison, statistics from the Federal Highway Administration show ~99.95 M registered cars to 9.95 M motorcycles in 2022 for a relative M/C fleet size of ~1.0%. Considering the relative expanse of U.S. geography compared to the UK, it’s not surprising that U.S. automotive fleet sizes would be significantly larger than that of motorcycles.
But let’s compare apples to apples. According to the Insurance Institute for Highway Safety (IIHS.org), the U.S. fleet of registered motorcycles was 8,725,361 in 2022. For the same year, the NICB documented 54,736 stolen motorcycles (as noted above) or 0.63% of the existing fleet. On the other hand, Federal Highway Administration (FHA.dot.gov) data shows a total of 99,946,870 car registrations in 2022. The corresponding NICB theft data for the same year totals 1,008,756 or 1.01% of the fleet. So, on a per registration basis, the U.S. theft rate for cars and motorcycles are of the same order of magnitude and far from the 11-fold differential found in the UK. Lucky for us, not so much for motorcycle owners in the UK!
Nevertheless, motorcycles continue to be prime targets for thieves in the U.S. Taking only seconds to steal and a few hours to either part out or resell on the black market or online marketplaces, the countdown to recovery starts as soon as you find it gone. First things first, you need to notify the police and your insurance company, but what else can you do? If you’re lucky and it’s not being parted out (immediately), you can always monitor online services like Craigslist, Facebook Marketplace or eBay. You could also try posting on the Reddit “Stolen Motorcycle” forum for Facebooks “Motorcycle Stolen!” group. In the U.K. there’s a network of bikers that crowdsource to help identify stolen motorcycles. Unfortunately, nothing like that is available in the U.S. (at least that I could find).
But all of this means waiting for your bike (or parts of it) to surface… and the clock is ticking!
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) 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
FEBRUARY AWP IN REVIEW
February Powersports Value Trends
As we anticipated in recent months, February’s market performance continued to reflect the sustained demand for pre-owned units within the dealer network. Dealer appetite for used inventory remains strong, with preowned supply levels trending lower year-over-year (YOY). However, trade-in volumes continue to fall short of dealer expectations, leaving many retailers understocked as they prepare for the critical Spring selling season. This supply constraint has driven increases in dealer demand, competitive bidding, and, ultimately, higher values. Despite ongoing challenges in new inventory sales, the consistency of these value trends reinforces our confidence that last month’s performance was not an anomaly.
On-Highway, Off-Road, and RV/Marine
On-highway motorcycle values continued to rise as we move into the heart of the Spring season. February’s values saw an upward shift across both major metric segments, with Domestic Cruisers experiencing the least significant near-term gains. While these increases are noteworthy, they remain consistent with long-term, predictable market patterns. Off-road segments posted softer performance when compared to both YOY and short-term benchmarks. While this is largely attributable to seasonal trends, it is important to highlight that offroad inventory levels remain elevated, with unsold new units weighing on the segment’s performance. Meanwhile, RV and Marine segments saw a notable spike in February values, driven primarily by an influx of newer, well-maintained inventory entering the auction lanes. This aligns with seasonal expectations and underscores continued demand for cleaner, late-model units in these categories.
Looking Ahead: Potential Shifts in Market Timing
The upticks in auction pricing trends started to materialize 45–60 days earlier than expected, with values beginning to improve as early as December of 2024. This acceleration in demand coincides with the buildup of new inventory at dealerships—why? Historically, new retail sales drive higher trade-in volumes, feeding the used inventory pipeline — declines in 2025 new retail sales led to less trade-in opportunity, pushing more dealers to source used bikes at wholesale. This begs the question; If retail remains soft, will Spring price improvements end 45–60 days earlier than normal? While the answer remains uncertain, dealers who focus strategically on inventory management and turnover will be best positioned to navigate potential market shifts in the months ahead.
FEBRUARY ‘25 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE
FEBRUARY ‘25 VS. FEBRUARY ‘24
AVERAGE WHOLESALE PRICE CHANGE
AMA DEALER-LEVEL MEMBER BENEFITS
u Business Member ad in American Motorcyclist with current year Business Member company logos
u Discounted advertising rates
u Consumer data from product surveys sent to AMA members
u Magazine copies to dealers including member information
u Encouraging AMA organizers/state chapters to use dealerships for meeting places (bring more people to the dealers)
u Connect dealers to clubs/organizers for local events
u Dealer listings on the AMA website
u Right to display AMA Business Member logo with year on website
u Window cling acknowledging membership
Apply here https://form.jotform.com/amatech/business-member-app For more information contact Michael Kula at mkula@ama-cycle.org • (949) 466-7833 or Alex Boehm at aboehm@ama-cycle.org • (310) 662-1724
CURRENTS+
ELECTRIFY EXPO AMPS UP!
With more than 1 million square feet of EV technology to explore, Electrify Expo is on a mission to make EV adoption a reality by putting the power, literally and figuratively, in the hands of consumers. Electrify Expo’s 2025 tour is expanding to new markets, now including Dallas and Chicago! “Electrify Expo has leapfrogged every other major event platform to lead the way in driving EV adoption,” says BJ Birtwell, CEO and Founder of Electrify Expo. “Adding Dallas and Chicago helps us move into areas of the South and Midwest where EV curiosity is spiking.”
Merit, not mandates? “Mandates and sustainability messaging have played their part in driving innovation, but Birtwell warns against relying too heavily on them. Instead, he advocates for a dealer-centric, market-driven approach. “Focus on the features that make EVs relevant to everyday life – lower cost of ownership, ease of charging and the fun factor,” he adds. This practical focus appeals to a broader audience and sidesteps the politicization that often stifles progress.
As North America’s largest EV and technology festival, this year’s tour is expected to draw record-breaking crowds, all eager to experience the latest in electric vehicles, micromobility, solar technology and more. Each location offers brands — and dealers — an unparalleled opportunity to engage with thousands of potential customers who are actively exploring electric products and ready to shop!
Whether you’re in EV manufacturing, micro-mobility, solar, charging solutions, or beyond, this tour is designed to give you access to the growing electric community across eight premier U.S. cities. The 2025 tour kicks off in Orlando in March and concludes in New York in October, visiting key markets across the United States:
March 22-23: Orlando, FL
April 12-13: Phoenix, AZ
May 24-25: Dallas, TX (new)
June 21-22: Los Angeles, CA
July 12-13: Seattle, WA
August 23-24: San Francisco, CA
September 13-14: Chicago, IL (new)
October 17-19: New York, NY
Interested in plugging into the complete circuit for Electrify 2025, or just wanting to connect with regional EV market opportunities? Click here: www.electrifyexpo.com/exhibits-press
THE SHADOW KNOWS?
Speaking of EVs, what’s next for Stark? “At Stark Future, we’ve always challenged the status quo in performance and innovation,” hints CEO Anton Wass. “With the VARG SKUGGA, we’ve taken our first humble steps into a new segment—one focused on enforcement, security and defense.”
Built upon the foundation of the VARG EX, the SKUGGA (Swedish for “shadow”) takes stealth and adaptability to the next level. With its near-silent operation, almost nonexistent thermal profile, and fully adjustable power, it’s designed for Police, Military, Escort, Surveillance and Park Rangers.
“And with no restrictions on the use of titanium or specialized materials, we’re delivering a machine built for uncompromising performance,” adds Wass. “We recently showcased the VARG SKUGGA at IDEX and Enforce Tac, where it was met with great success and overwhelming interest. It’s clear there is a need for highly capable, silent, and electric mobility solutions in this space, and we’re excited to continue exploring what’s possible.”
This is just the beginning. If you want to have more information on the VARG SKUGGA products, email: Ian.Calvesbert@starkfuture.com
THE FLYING FLEA DOUBLES UP IN VEGAS
The Flying Flea is not just another electric motorcycle! Taking inspiration from the 1940s, Royal Enfield utilized by British paratroops and reimagined for a sustainable future, the “Flying Flea by Royal Enfield operates at the intersection of technology and lifestyle, pushing beyond the expected and
into clear space in two-wheel mobility,” claims the marketing materials. All we know is it certainly caught our eye when it dropped at EICMA last fall.
The FF.C6 marks the Indian OEM’s EV entrée (Himalayan EV prototypes notwithstanding) and it has the potential to reach far beyond Royal Enfield’s historic customer base. In fact, it was first shown in Las Vegas at the CES electronics event even before U.S. dealers had a chance to experience it at their dealer meeting held in conjunction with AIMExpo.
“This is a significant step in our evolution as a brand and an opportunity for us to distill the essence of Royal Enfield DNA combined with all the great benefits of EV technology and bring something absolutely delightful and differentiated to the world of city-plus mobility,” explains Managing Director Sid Lal.
The Flying Flea delivers a city+ offering, for those who think forever forward, who desire something truly connected, heightened experiences and altogether fun to ride.
NAV PTV SHOCKER!
After an extended in-your-face social media teaser campaign, Kawasaki finally took the wraps off their new NAV. For those who guessed it was a golf cart early on, you were right… sort of. Kawasaki calls the NAV 4e a “Personal Transportation Vehicle (PTV)” noting it is lifted like a UTV combined with the easy egress found in a LSV like a golf car.
“Kawasaki’s first-ever electric four-wheeled vehicle is more than just a way to cruise the neighborhood or run errands, it is a new way of life,” claims Team Green. “You will no longer be going to your neighbors, or the local pickleball court, you will ‘NAV’ to your desired location. Once you slide inside, you will be amazed by the well-appointed interior with amply padded seats and plenty of leg and shoulder room to conveniently NAV the neighborhood in comfort and style.”
For 2025, the NAV 4e lets the Good Times Roll in three different model configurations with the NAV 4e, the NAV 4e LE and the flagship NAV 4e Limited. The NAV 4e LE model offers an upgrade to lithium-ion batteries while the NAV 4e Limited model includes lithium-ion batteries, 7” full-color
TFT instrumentation, audio system, brush-guard style front bumper, a flip-down windshield, premium seats and steering wheel along with floor lighting and more.
KEY FEATURES
● Smooth, simple induction electric motor rated at 4 kW output
● Two battery Types: Lithium-ion (LE, Limited) and lead acid
● Premium lifted style
● 14” wheels with 23” off-road style tires
● Unique Kawasaki front-end styling
● Roomy interior layout
● Elegant and comfortable seats
● Passenger-centered convenience
● Comfortable chassis design
● First in category* fold-flat rear seat
● Spacious front and rear storage
DRR REDUX:
SAFARI 4x4 2.0
DRR USA commemorated 25 years in the powersports industry by re-launching the Safari 2.0, a full-size electric ATV. “With over two decades of experience, we’ve engineered the Adventure 2.0 to exceed the expectations of even the most demanding electric ATV riders,” said Lou DeCuzzi, President at DRR USA. “This ATV is built for those who crave adventure, sustainability, reliability and customizability without compromise.”
The Safari 2.0 features the largest battery in the company’s fleet, delivering an extended range capability that empowers riders to explore further and longer than ever before. Equipped with a larger electric motor and a 2-speed selector, the Adventure 2.0 ensures optimal efficiency and performance. Understanding that every adventure is unique, DRR USA offers optional custom speed ranges available upon request, providing enthusiasts a personalized riding experience.
For more information, click here: www.drrusa.com
SHIFTING GEARS
RAD DTC REDO, NEW CEO
Rad Power Bikes revamps its strategy and changes its leadership. Kathi Lentzsch is the new CEO replacing former CEO Phil Molyneux. Rad Power also announced it was laying off a number of employees from its direct-to-consumer sales staff. This most recent round of layoffs was the sixth in three years. “Rad Power Bikes is at an inflection point, shifting from a direct-to-consumer model to a more retail-focused approach, and it’s an incredible time to come on board,” claims Lentzsch — while re-emphasizing and growing its Rad Retail and local bike shop locations. “This shift creates new opportunities to reach more riders, strengthen customer relationships, and evolve the brand in meaningful ways.”
EM EV UPDATE
While Rad Power was experiencing tribulations, Electric Motion was succeeding in the trials market. With its 15-year track record of success, EM is
strengthening its management team in preparation for clearing the next section. Chairman & CEO Philippe Aresten has appointed industry veteran Vincent Thommeret to the position of General Manager.
After a 32-year career at Yamaha Motor France, including the past 11 years as GM, Thommeret strengthens a very experienced team. Given Yamaha’s recent investment in the motorcycle manufacturer (see the December issue) based in Saint Brès in the Hérault province, it makes Thommeret the perfect minder for EM’s expanding EV and trials programs.
In addition to bringing in an experienced GM, EM bolstered its design department, with Aresten announcing “the company is beginning an in-depth approach to gradually expand its market by developing new models. The new strength given by these new resources should make it possible to open a new phase in the life of Electric Motion in the years to come.”
Interested in joining Electric Motion in the United States as a dealer? Contact Central Powersports Distribution at infousa@ cpd-usa.com or call (903)742-4270
As reported in the last issue, Damon replaced founder-CEO Jay Giraud with cofounder Dominique Kwong. Now comes news that Chief Technology Officer Derek Dorresteyn has left Damon in the most recent round of musical management chairs for the hybrid Canadian/Californian EV company. “It’s been an incredible journey working with the talented team at Damon Motors, leading engineering and developing the revolutionary HyperSport and the groundbreaking HyperDrive platform.” he says. “Realizing a vision like this takes passion, dedication, and a
relentless drive to push the boundaries of possibilities in motorcycling. I am proud of what we accomplished together, including more than 40 patents issued or filed and the creation of an EV motorcycle platform and initial product that fundamentally changes range, performance, and cost while introducing innovative features that tech savvy consumers expect in product. We also took the company public on the NASDQ.” adds the ex-Alta exec. “As I look ahead to new opportunities, I remain deeply committed to innovation in twowheeled electrification. The road does not end here — exciting things are on the horizon. More to come…” In the meantime, get all the insights in the exclusive INSIGHT EV interview: insightev.com/derek-leaves-damon
Nikola no more? After short-circuiting its UTV launch at Sand Sports Supershow Nikola shifted its focus to a much bigger market with deeper pockets than powersports to fund its vaporware concepts. The electric vehicle maker finally filed for Chapter 11 bankruptcy protection on February 19. Once valued higher than Ford at $30 billion, it went public in 2020 but was plagued by a series of leadership dramas — including the conviction of its founder for fraud — and struggled to find a market for its hybrid hydrogen/electric trucks.
EVOLUTION ELECTRIC EXPANDS
Big news! As part of its mission to expand excellence in the EV space, Evolution Electric Vehicles has expanded. “We’ve officially moved into our new 200,000 sq. ft. warehouse and headquarters in Chino, California,” they shared the love in a Valentine’s Day message. “A huge thank you to every individual who helped make this move possible.”
Mission accomplished: “Our mission transcends beyond crafting exceptional vehicles. We strive to foster deeper connections, listening actively to our global clientele and responding with solutions that bring about tangible transformations in their
driving journeys. With every innovation, with every cart, we inch closer to our vision: a world where driving is not just about moving but a personalized experience.”
However this is just the beginning. “With expanded inventory, we’re ready to better serve our dealer network faster and more efficiently. This addition brings our total warehouse space to more than 1 MILLION sq. ft. across CA, TX and FL. We are looking forward to the bright future ahead!”
Learn more at the dealer portal: evolutionelectricvehicle.com/dealer-portal
ABOUT US
Helping Dealers Buy & Sell Dealerships
As the highest volume dealership brokerage firm in North America, we are perfectly suited to guide you on the sale or purchase of a dealership. After 30 years, 900 dealerships sold, and with a 90% closing rate, our reputation is unmatched and our actions are governed by the utmost integrity and honesty. These core values are the foundation for our success. As a family-owned company, we ensure that every client gets the attention he or she deserves, treating clients like family. Trust that your best interests are always at the forefront of our actions and that all communications are kept confidential. Operating out of 13 regional offices, we provide our clients national exposure to the largest and most qualified dealers across all dealership verticals. Expect the full force of a powerhouse brokerage firm with a personal touch. We pledge to do it right, every time, one client at a time.
For a confidential consultation and complimentary estimate of value on your business, please contact us:
Harley-Davidson & Powersports Division
George C. Chaconas, Senior Partner, CBI/M&AMI
Office: 813. 569. 6250 | Cell: 813. 245. 2535
Email: george@performancebrokerageservices.com
Address: 2102 West Cleveland Street, Tampa, Florida 33606
MORGAN G. SLATER
JUAN C. PARDO
COURTNEY A. BERNHARD
GEORGE C. CHACONAS
Welcome to Holeshot, the monthly newsletter of the NPDA that’s built to keep you out in front. Thanks for your support as a Dealer Member and we look forward to a successful 2025 alongside you! We were pleased to see so many of you at AIMExpo and the North Carolina Motorcycle Dealers Association getting a head start on the year. Also, a warm welcome to our newest Gold Partner — Lightspeed. NPDA Dealer Members that become new Lightspeed customers will receive 3 free months of the entire Lightspeed DMS system. Depending on the size of the dealership, this could equal savings of $10,000!
The latest offering from Lightspeed is just part of the value NPDA Partners bring to the table. All tolled, more than $60,000 worth of benefits are being offered to NPDA member dealers — and that interest is compounding daily! View all of the Member Benefits being offered by our Partners by clicking here: www.npda.org/benefits
WE ARE BETTER TOGETHER:
THE NPDA ADVANTAGE IN 2025
By Kim Harrison, Coleman Powersports
NPDA
Co-Founder & Secretary/Treasurer
As a founding Board Member and Secretary/Treasurer of the National Powersports Dealer Association (NPDA), one of my key goals has always been to ensure that NPDA delivers real, tangible benefits to our Members. While our work in industry growth, education and representation is essential, we also want to provide direct value to every Dealer who joins us. Right now, NPDA members have access to more than $60,000 worth of benefits from our Partners — ranging from discounted services and waived startup fees to in-depth financial planning consultations at no charge. These benefits exist because our Partners believe in our Members and our mission. They want to see our Dealers thrive, and they’ve created powerful offers designed to support your business.
But being an NPDA Member is about more than just financial perks. It’s about investing in the future of our industry and recognizing that we are stronger together. By joining NPDA, you’re standing with Dealers across the country who share the same passion and commitment to building a sustainable, thriving Powersports industry... And here’s the best part: all of this will only cost you $395 a year.
I challenge you to Help Us Grow! If you’re already an NPDA Member, you believe in our mission. Now, I’m asking you to take one simple step: Find one Dealer in your state who isn’t yet a Member and ask them to join — or even pay for their first year! The more Dealers we bring together, the stronger our voice, our impact, and our ability to drive meaningful change for all of us.
Let’s make 2025 the year we solidify the NPDA as the Voice of the Dealer. Together, we can grow, support, and shape the future of the powersports industry. Spread the work. Take action. Let’s get this done — together.
STRENGTH IN NUMBERS
North Carolina Dealers turned out in strong numbers at the Annual Meeting... and Dave McMahon, Executive Director of the NPDA, was invited to attend the North Carolina Motorcycle Dealer Association’s Annual Meeting March 1-2. President Chris Brewer, an NPDA Member and Owner of Brewer Cycles, presided over the meeting at the always-inviting Aloft Hotel in Durham.
“It’s smart business to come to the NCMDA meeting,” said Van Paul Etheridge, Eastern Regional Director of the NCMDA and an NPDA Member who has owned Cyclemax in Wilson for over a quarter century. “I was hearing about new laws and legislation that I should be hearing about, but I simply didn’t know about. It’s real easy to pick up a lot of best practices with other dealers and share our own things that have worked, just passing along information.”
Like many Dealer attendees, Etheridge flipped the calendar to a new beginning. “We’re excited about 2025. We’re looking forward to an increase. Things are looking up,” he added.
(From left) Chris Brewer/Brewer Cycles and Greg Couchois/Capital Powersports at the prize ceremony.
Greg Couchois, Floor Manager overseeing Sales & Finance at Capital Powersports in Wake Forest, made his debut at the NCMDA Annual Meeting. Capital Powersports, an NPDA Member since 2023, thanks the supp ort of GM/DP Kevin Dunn, figures to take another step forward from the 1,200 units that the dealership sold in 2024. “The meeting was very enlightening,” Couchois said. “Very informative with lots of great takeaways and time well spent. I learned a lot from the marketing guys (Motorsports Marketing Group) and made some connections.”
Thanks to state associations like the NCMDA, the NPDA continues to tout and promote the benefits of non-profit state dealer associations. In fact, as part of the buzz being created in Durham by NCMDA Dealers about their dual support of the NPDA, North Carolina Dealers hopped online to join the NPDA. North Carolina is now the No. 3 state for Dealer membership in the NPDA, trailing only Texas and California.
NPDA partners Torque Group, Rider’s Advantage, ZiiDMS and Sheffield Financial also participated in the event as Sponsors. With Brewer continuing to guide a highly successful NCMDA operation, NCMDA members have a valuable tool as part of their business operations.
Envious of the financial value of dealerships that reside in states with active state powersports dealer associations? Could you see you and your staff capitalizing on the camaraderie in your own state? Let’s make 2025 your year to launch a state association, email: Dave@npda.org
CHEERS! SPONSORSHIPS STARTING TO TAKE SHAPE
Save The Date For DealerConnect #2
Sponsorship opportunities are coming together for the ultimate Dealer networking event — the 2025 NPDA DealerConnect Conference. As returning supporters, Gold Partners Rollick and CBIZ are among the first to make their commitment for the Sept. 21-23 conference in Columbus, Ohio.
Rollick will be back as Lanyard Sponsor, while EDPS is looking to up the ante for 2025 hints bossman Bill Treciak. CBIZ said “yes please” when asked if they would like to maintain their sponsorship of a Specialty Drink prior to Dealer Dinner on Monday, Sept. 22. The question is will the CBIZ Sidecar return... or will they toast the Dealers with something different this year?
TUNE IN AND TURN ON 50 MILLION HOUSEHOLDS!
Join us for the ride! Powersports World is powering the future of streaming through cutting-edge technology and reaching 50 million households in the US and worldwide!
There is no more active, engaged and compelling community than the powersports world. Street, track and trail, snow and water. Rallys, races, collections, history, competitions — our community has the greatest stories to tell… and now with the advent of Powersports World, we have a place to curate this great content and nurture our Content Creators.
We have a place to invite; to inform and inspire the powersports world to join us for the ride! Best of all, Powersports World is free!
SHORT STROKES
SEE BEHIND THE DEALER PORTAL
Dealer Members are encouraged to make it a habit to visit the NPDA Dealer Portal to view the latest News posts, learn about NPDA Partners, engage with fellow Dealers, and more. Here are some headlines from recent posts on the Portal:
· NPDA Dealer Celebrates 71st Anniversary
· Dantzler: Simply Look Inside Your Operating GP
· NPA Grows Again: Kansas City Becomes 10th Auction Site
· Research Note From Northcoast Research Reveals ORV Retail Trends Click here to access the Dealer Member Portal.
HARLEY DEALER COUNCIL CONVENES
Dealerships have been taking delivery of new model-year bikes from Harley-Davidson since late January, which was the topic of conversation during the February 2025 NPDA Harley-Davidson Dealer Council call. Several Dealers reported a traffic uptick thanks to the new release date. Others lamented that the enthusiasm for motorcycling is limited in January and yearned for the summertime delivery date of yore. George Gatto, owner of Three Rivers Harley-Davidson in Pennsylvania, chairs the H-D Council. Reach him at: george@threeriversharley.com
SPEAKING OF DEALER MEETINGS...
Per its bylaws, the NPDA Annual Meeting webinar took place at 3:00 p.m. EST on March 18. Board Members took a look back at 2024 and peered into what’s ahead for 2025, among other can’t-miss topics. Stay tuned for access to the full webinar up at the Dealer Portal soon.
ENCOURAGED TO JOIN ABOUT NPDA
The National Powersports Dealer Association (NPDA) was founded in 2021 and is an association dedicated to direct interaction with our members.
Our Mission Statement is for the NPDA to empower franchised and independent Powersports Dealers through special services, products, programs, education, and advocacy of Dealer views and concerns to create a professional, successful, and profitable industry.
Our Vision is for the NPDA to advance our industry by elevating Dealers to be well prepared, sustainably profitable, and exceed the expectations of a growing Powersports customer base.
NPDA DEALER NEWS
TMDA Celebrates Wins At Annual Conference
By Dave McMahon
They say “the devil is in the details” — especially when it paperwork! Tthe Texas Motorcycle Dealers Association celebrated a recent doc fee increase at its annual Conference. Conducted at the Lone Star Court hotel in Austin, TMDA brought with it a celebratory mood thanks to the efforts of the NPDA and its full-time lobbyist at the nearby Capitol, Royce Poinsett.
Poinsett and the TMDA Board of Directors worked with the legislature to increase the maximum documentation of up to $200 per contract, supplanting the previous maximum of $125. The new fee was enacted in September 2024. The passage took years to complete, according to TMDA President Trey Sralla of Eddie Hill’s Fun Cycle in Wichita Falls. As a benchmark, the new doc fee would equate to an additional $7,500 in revenue per 100 units sold.
“With the title work that’s required by the state — plenty the paperwork — we wanted to get the doc fee raised to where it’s a reasonable price, so that dealers are not losing money on the time they were spending doing the paperwork,” Sralla said. “So that was one of our huge wins for 2024. It took a lot of phone calls and a lot of talking to people, and showing them why this was a good piece of legislation or a good rule change. We worked on it for over two years.”
Dealers who gathered for the Conference noted that the passage of the doc fee increase was a testament to all dealers being in lock step with their support of the TMDA, and of their strength in numbers. It was that idea of support nationwide that the National Powersports Dealer Association was formed in 2021. In fact, Texas has more NPDA Dealer Members than any other state.
For those states that don’t have their own nonprofit state dealer association already set up, Sralla encourages participation in the NPDA’s recently launched State Dealer Council meetings. Sralla is so supportive of the idea that he has attended the Zoom calls and offered insight and perspective on various NPDA State Dealer Council calls.
“It’s massive for us as dealership owners to have the TMDA,” Sralla said. “Our businesses are worth more because they are in the State of Texas than in almost any other state… Let that sink in. That’s a serious thing. And it’s because of the dealer protections, many of which have been generated through the works of the Texas Motorcycle Dealer Association over the years,” he noted.
The Texas Motorcycle Dealer Association has been existence since the late 1960s and has continuously operated, Sralla explained. “If you don’t have a state organization and you’re in the business of owning a powersports dealership, get connected with the NPDA and get one started.”
The long-running annual TMDA event included a heavy turnout by dealership owners who are Members of both the TMDA and NPDA. Several NPDA Partners also had representation at the conference. Fellow TMDA Board executives Wade Hoak, Vice President (Family Powersports, San Angelo); Kip Niles, Treasurer (Arlington Motorsports, Arlington); and Preston Douglas (Corpus Christi Harley-Davidson, Corpus Christi) joined Sralla in ensuring the meeting was a worthy investment. On Saturday, Jan. 12, early arrivals gathered for an informal Meet and Greet. Then it was time to get down to business. The Sunday conference started with breakfast, followed by introductions from Sralla.
Mark Sheffield (Woods Cycle Country) shares an update on the NPDA to the TMDA Annual Conference.
The Lone Star Court Hotel in Austin attracted a crowd to the TMDA Annual Conference.
(From left) TMDA Board Members and NPDA Members Kip Niles
and Trey Sralla
talk about something humorous prior to the start of the meeting.
Several highly informative educational seminars followed. The morning got started with a session on cybersecurity. Mark Sheffield (Woods Cycle Country), who sits on the Boards of both the TMDA and NPDA, followed with an engaging session titled “You Only Have to Be Bad in Order to Be Better Than 90% of Your Competition” that pulled insight and data from his role as moderator for 20 groups at NCM Associates.
“I enjoyed Mark Sheffield talking about following up on leads, and the lack of professionalism or quality that can come with those if you don’t focus on it,” said Jeff Rowan, owner of Action Sports in College Station, who described being “very happy” with his store’s 2024 performance. “The TMDA meeting is always just a good place to come to get caught up on legislation and other things you just might miss while you’re running your dealership.”
Speaking of which, keynote speaker Curtis Dubay, Chief Economist at the U.S. Chamber of Commerce, presented a somewhat rosy outlook for 2025 growth, pending a host of potential outliers.
Company culture was next on the lineup, with HR specialist Diana Gwin.
considered the prospects for success in 2025 at their multi-location dealerships.
(From left) Perk Bearden of Texas Motor Sports and brothers Trey and Tanner Gearn from Lone Star Powersports are members of both the TMDA and NPDA.
(Arlington Motorsports)
(Eddie Hill’s Fun Cycles)
(From left) Tanner Gearn (Lone Star Powersports) and Wade Hoak (Family Powersports) were all smiles when they
The afternoon sessions included news from Texas Department of Motor Vehicles Assistant Chief Investigator Dara Benoit that beginning on July 1, 2025, powersports dealers in Texas will receive an inventory of metal license plates for units that require them. Dealership customers will later return to the store to pick up their tabs. Representatives from the State Comptroller’s office provided updates on sales and use tax.
And with that, Sralla once again thanked the sponsors and speakers prior to the Board gathering for a meeting following the 2:00 p.m. adjournment of the conference.
“We had a great turnout — we basically outgrew our room,” Sralla concluded. “I don’t remember having this good of a speaker lineup like we had this year. Just a great diversity of topics that are very important to us as powersports dealership owners.”
The Texas Motorcycle Dealers Association (TMDA) is the statewide trade association representing powersport dealerships in nearly every community throughout the state of Texas. It represents the dealer body before the Texas Legislature and all regulatory agencies as the voice of Texas’ franchised powersport dealers in public policy and regulatory matters. Click here for more details: www.txmda.org
FEDERAL CUTBACKS
OHV Facilities Remain Under Threat
Courtesy MIC RideReport
Staff with the MIC Government Relations Office continue to be on the lookout for any effects on OHV facilities as a result of cutbacks being pursued by the Department of Government Efficiency led by businessman Elon Musk.
“We continue to engage with our national and regional recreation partners in helping Congress and the Trump administration understand the concerns of the powersports community,” said Don Amador, MIC Western States Representative. “Permanent layoffs at outdoor recreation areas could have significant longterm impacts and may even deny access for enthusiasts during the 2025 tourism season. Businesses serving those recreation areas could see less traffic from riders and drivers, so there could also be damage to local economies.”
Based on feedback from agency staff and colleagues in Amador’s regional and national recreation/ conservation networks, he said that many seasonal and probationary resource-management staff who were first hit with layoffs were “rehired” with back pay and then immediately placed on administrative leave.
“Since many Forest Service and some Bureau of Land Management units are still under winter closures out West, I have not seen any meaningful info on DOGErelated hard closures of motorized or non-motorized recreation areas,” Amador said. “In California and Nevada, the BLM and Forest Service continue to authorize historic OHV competition events, mostly at facilities that have strong partnerships with OHV groups who largely run events with a limited amount of work required by federal agency staff.”
The MIC, the Recreational Off-Highway Vehicle Association, and the Specialty Vehicle Institute of America are still asking OHV groups, clubs, and enthusiasts to email the Government Relations Office at MICGR@MIC.org if they encounter any decline in trails access or facilities maintenance in national parks, forests, or at locations overseen by the BLM.
“We want to know if OHV enthusiasts and powersports customers are being affected by staff reductions at facilities across the country,” said Scott Schloegel, MIC Senior Vice President of Government Relations. “This information can help our efforts with state legislators.”
Don Amador has been in the trail advocacy and recreation management profession for over 33 years. Don is President of Quiet Warrior Racing LLC. Don serves as the Western States Representative for the Motorcycle Industry Council. Don is Past President/CEO and current board member of the Post Wildfire OHV Recovery Alliance. 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 numarous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don served as the government affairs lead for AMA District 36 in Northern California from 2019 – 2023. Don is a Core-Team member on FireScape Mendocino. Don is a contributor to Dealernews Magazine. Don writes from his home in Cottonwood, CA.
Confessions Of A Customer®
By Eric Anderson
WHISTLE BLOWN! HELP!?
Are General Liability Insurance Costs Killing Local Moto Events, Schools, Tours and Rallys?
Is there an insurance dilemma facing the powersports/motorcycle event side of our industry? Is no one talking about it? I am excluding product liability and mechanically related lawsuits only because I am hearing of more (needless or frivolous) related lawsuits in the industry and of course, the closely correlated insurance rate increases, particularly for organized industry events and schools involving riding a motorcycle. What I need to know from you is if I am the only one seeing this? More small and mid-sized motocross tracks appear to be shutting down. Rallys, rentals and training schools are having trouble obtaining GL policies too. I don’t know about the road racing world but would love to hear from someone about it.
I am on a fact-finding tour here, it’s not meant to investigate as much to determine if this is a much bigger problem than anyone thought. My fear is that it’s a huge problem and we should have learned about it sooner! Is it because prosecuting attorneys only talk amongst themselves and not to industry powersports executives? Is it because our industry
only has “legislative watchdogs” and not “legal watchdogs?” Could someone in the industry tell us if lawsuits involving private land use, special events, race promotions, tour companies and motorcycle rentals are on the rise? Curious people want to know!
Insurance companies assess risk profiles based on historical data, and given the nature of motorcycle racing, rallies, and other high-speed activities, the risk of accidents, injuries, and property damage is significantly higher than many other types of events. This has resulted in increasing premiums, which are becoming too costly for small local track businesses, local event promoters, tour companies, and training schools that depend on hosting physical events to remain operational.
Could this be one option for our industry’s “special event” problem?
Are more local MX tracks closing due to high insurance premiums? Is this affecting your business?
When General Liability insurance costs get too high for local service businesses like training schools, tour companies, rentals and racetracks, your dealer business will suffer too.
“What I need to know from you is if I am the only one seeing this?”
An unnamed source from a well-known motorcycle tour and rental company offering services around the world stated, “Our motorcycle industry issues are a drop the in bucket compared to home/auto/ liability insurance carriers. After recent fires and nation-wide weather-related events, all insurance companies have become increasingly “risk averse.” We have been turned down many times for GL policies simply because our company promotes “motorcycling” and “rentals” in our tours.”
Because I am not the insurance expert in the room — only the possible whistle blower — I ask for some experts to either “correct or consolidate” my thinking around possible solutions for these boutique, local support businesses in our industry. These include “local services” including training schools, off-road tracks, rally events, enduros, tours and rentals. Without these businesses, overall participation in local riding will eventually decline and a dealer’s business will drop along with it. Think big while considering an industry-wide solution. One concept discussed with another industry executive was the power of a possible 3rd party “risk retention company” in the industry to hold a Master Policy and offer industry event and service providers special bundle-specific rates. Could it work?
So, what’s your answer to my question in the title? Yes? No — it ain’t so? To be continued…
WHO ELSE NEEDS COMPETITIVE INSURANCE RATES, for Rallys,
Schools, Tours, Tracks?
Email eric@vroomnetwork.com to add your name to the growing list below.
Subject: Competitive GL Insurance Needed
• Arizona Dirtbike Training
• Grinding Stone Hard Enduro
• Jimmy Lewis Offroad Riding School
• Pro Dirtbike Riding School
• Touratech Rallys
• US Hard Enduro Series
• Austin Moto Adventures
• Silver Kings Hard Enduro
• Wailin’ Wayne Rally
• MotoQuest Tours
• California Dual Sport Riders
• Every Motocross Track in USA
• Roadracing Tracks in America
TRUE GRIT
Success Is Earned!
They say he has grit,” says Mattie Ross in the 1969 John Wayne classic True Grit. She needs someone with a reputation for courage and determination and she is told that a U.S. Marshal named Rooster Cogburn possesses this quality, which she believes is essential for the task at hand. The term highlights the importance of reputation and the expectations placed on individuals in a society where self-reliance and action are valued… a perfect segue to the Western Power Sports 2025 National Sales Meeting in Phoenix.
At a time when this industry needs to live up to expectations, confirm its reputation and deliver some action, WPS brought its global network of valued vendors and passionate sales representatives because they all have grit!
“A heartfelt thank you to everyone who contributed to making this event a resounding success,” says WPS President Travis Springsteen. “Your participation, unwavering enthusiasm, and deep dedication to the
powersports industry was truly inspiring. Together, we’re not just pushing boundaries — we’re transforming them and setting new standards for excellence.
“This conference was a dynamic showcase of cuttingedge products, forward-thinking strategies, and a celebration of the outstanding achievements of 2024. It was a powerful affirmation of WPS’ true grit, unwavering commitment to innovation, and the shared vision for the future of powersports!”
Head wrangler? “More like chief disrupter,” laughed Springsteen of the Wild West approach to the 2025 sales meeting. “It was time to change things up. New lines, new ways of working and even some new people… the shift from Boise to Phoenix is a prime example of these disruptions.”
The new venue made for plenty of more vendors as WPS added a host of new lines and announced new partnerships, like Twitch and Dirt Bike Kidz’ collab with FLY. But even within the house brands, look for some bold moves by lines like Firepower — how about an expanded range of bars and grips… including lockons? Heads up on GMAX is back in black as they get back to basics with a rationalized product range and price points. Scorpion will take on a European flair for its street bike lids and dump the dirt helmets so they don’t compete with the FLY off-road offerings. And then there is the true grit of HardDrive (see sidebar).
Even the rain didn’t dampen the mood at the party! And since Supercross was in Phoenix, the stars aligned for several top flight FLY racers to join the festivities. It was the first chance many of the WPS posse had a chance to meet with Cooper Webb since he signed on to fly the FLY banner: www.youtube.com/watch?v=GejlBRV31VA
Known for his gritty riding style, the 5X champ’s words were in line with the WPS message to the entire team to be better by 1% at everything… be 1% better at every dealer interaction, be 1% better every day, be 1% better overall every week… the incremental increase will add up. “Every day, I strive to be a better version of myself on and off the racetrack and it’s satisfying to have a group of people behind me who are just as committed,” claims Webb.
“Cooper Webb is known for his tenacity and desire to win at any cost,” concluded Anthony Armsby, Senior Director of Marketing. “His championship mindset and no-compromise attitude align perfectly with FLY Racing’s future.” True grit, indeed.
While it took a lot of effort to herd the cats to Phoenix, it certainly demonstrated grit at a time when the powersports industry could use some larger than life characters to ride up on a white horse… or a bunch of FMX bikes as the case may be!
KINETIC MESH TAKES FLIGHT
One of the things reps and media party crashers had the holeshot on was the new FLY gear. However it was under embargo… until now! Introducing the FLY Racing 2025.5 Kinetic Mesh! Featuring the revolutionary BOA Fit System and collaborations with Jeremy “Twitch” Stenberg and Dirt Bike Kidz, this is the hot ticket for dealers in warmer climates — like Arizona — this summer!
These partnerships will actually cross several lines of FLY Racing, as well as many signature DBK items. WPS is thrilled to offer their growing dealer network — the say they are the fastest gun in the West… um, fastest growing distributor in powersports — the ability to sell this fast growing brand, notes Anthony Armsby, VP of Marketing. “The DBK brand aligns perfectly with FLY Racing’s future and adds another level of depth to the WPS catalog. Their deep connection to all things moto mirrors how FLY Racing envisions the next evolution of our brand. We couldn’t be more excited to have Twitch and DBK in our FLY Racing Family.”
Specifically for the Kinetic Mesh kit, “The Kinetic lines have more pound-for-pound punching power than any other line... bar none,” says racer turned FLY Racing Sr. Media & Communications Manager. “With a standard Mesh version, Kinetic is the most versatile line in moto.” Just in time for a hot summer the 2025 Kinetic Mesh range takes flight.
“In addition to features like the BOA Fit System and technical materials, FLY Racing has the widest racewear offering in the industry and shows no signs of slowing down,” is what JT told WPS reps gathered in Arizona for the 2025 National Sales Meeting. Now that the embargo has been lifted, enjoy the launch video here.
“Another successful launch,” adds new VP of Sales Trey Turner. “I am excited every day to show up and see all the wonderful offerings we have and the value that Fly brings to this awesome industry and all of our riders across the globe.”
HARDDRIVE
How many of you are HardDrive reps? How many are HardDrive/WPS dual line reps,” challenged Krys Brown, Segment Director V-Twin & Street at Western Power Sports. “Well, I got news for you, you are all V-Twin reps now!” She pointed out the spate of long-time Harley dealer closures and explained that for every franchised dealership shutting down, there was actually a huge upside for every metric dealer and repair shop in the region!
Brown commandeered the bar at the resort for her hard-hitting shots. Her team rolled-out a full range of opportunities for WPS reps to work with virtually every dealer in their territory — V-Twin or not.
“Do you know what it costs f or a Fat Boy’s oil change? We do, and we have the complete set of gaskets, o-rings, filters and replacement fluids in a HardDrive kit that will make it possible for any C-level tech to beat flat rate,” she noted. “And how about replacing a drive belt? Again we have the complete kit, with a belt that is an upgrade over stock and we sell it to every shop that doesn’t have a Bar & Shield over the door… and our fitments go back more than 10 years!”
Dealers wanting to see what is up, the 2025 HardDrive catalog is hitting right now. Delivering 700+ new items the catalog is chock full of profit. “In a dynamic and ever-evolving industry, HardDrive remains driven to provide innovative brands and products to our dealer network.” Backing Brown’s bar presentation, many of the newest additions like Cerwin-Vega / Diamond Audio, Cobra USA and Wild-Ass Seats could be found in the show hall.
“HardDrive strives to bring its dealers top quality service items, while holding a competitive market value,” explains Brown. “This year we have expanded into carburetors, drive belts and covers. The portfolio will continue to expand its vast variety of products and applications, so stay connected via our social media channels.”
To view the new online catalog or fill out a dealer application to cash in, click here: www.hdtwin.com
HEADS UP! AIROH ARRIVES AT U.S. DEALERSHIPS
Straight from Italy! With a dealer-direct business model, a host of top racers and distribution via James Stewart’s Seven, AIROH Helmets is headed to your store. Described as a “Ferrari for your head,” by AIROH USA head, Dennis Bloch, the line celebrates the better part of three decades of operation by launching into the U.S. this spring.
Although AIROH has achieved great success — 150 World Titles since Antonio Locatelli started making helmets in 1997 — the brand remained a mystery to many U.S. dealers, admits Bloch, CEO of the new AIROH USA operation. “Even though AIROH has had a presence in the USA Supercross field for about 10 years, we are now equipped with a broader product lineup and an exceptional sales team to make a significant impact.”
He adds, “From off-road and street to cruiser and sportbike helmets, AIROH is poised to offer it all. The brand captivates anyone who sees it — and truly impresses once they pick it up. Known for its deep racing heritage, lightweight design, and striking aesthetics, AIROH stands apart.”
What AIROH was lacking has been a runway to get the brand off the ground in the U.S. They have found that by collaborating with James Stewart and his Seven apparel infrastructure, Bloch explains. “The first time I went to the headquarters in Bergamo, Italy, I was struck by a global map with a big gold star stuck on the U.S. as an open territory.” To fill the gap, AIROH USA is staffing up with topflight talent to support top tier dealerships.
Look for AIROH Helmets on the heads of top pros including Jason Anderson, Tom Vialle, MRP Husqvarna, Cody Webb and Cooper Abbott this year in the USA. On the international circuit, Jeffrey Herlings, Antonio Cairoli, Liam Everts, David Alonso, Andrea Locatelli, Danilo Petrucci and many more will be flying the AIROH colors.
The brand will be available directly to dealers through AIROH USA in Spring 2025.
AIROH USA
38444 Sky Canyon Dr. #160 Murrieta, Ca. 92563 www.airoh.com
ADV UPGRADE
The Commander has been AIROH’s best-selling ADV helmet for the past couple of years. The convertible helmet has been a true chameleon that offers a full face street helmet, add the visor to make it an ADV/tourer-type lid or go full moto. It is easy to see the Commander 2’s upgrades for 2025: With an extra wide view port engineered into the shell, the updated A3S (AIROH Automatic Antifog System) shield and lock systems. In addition to all of this, every box includes the Pinlock 120 XLT Max Vision lens, to exponentially increase riding pleasure without ever losing sight of the style. Three different shells — including carbon (Full Carbon 6K) or in carbon fiber (Composite Carbon — and a wide range of sizes combined with a sophisticated ventilation system optimized via wind tunneltesting, the Commander 2 should be a perfect fit for many dealers.
A NEW TWIST ON MOTO
The Twist 3 is a spin on a tried and true moto helmet. Starting with the Double HRT shell integrating an optimized ventilation system developed in AIROH’s wind tunnel, its design has been completely revised and renewed — not only on an aesthetic level but also on a functional and technological point of view. It gets AIROH’s patented ASN and AEFR systems, and is even set up for Bluetooth communication systems.
AVIATOR
The price is right! Aviator provides top tier protection at a midpoint price. The shell is made of HPC (High Performance Composite) material and comes in three different sizes. It features a removable, hypoallergenic lining and the AEFR system (AIROH Emergency Fast Release). In terms of safety, the Aviator does not compromise and is equipped with the revolutionary AMS² system (AIROH Multiaction Safety System). It also has five vents as well as rear vents that always keep your head cool.
GO PRO? GP 800!
Go with the pros even if you are not taking to the track! The GP 800 combines race-ready features with all-day comfort. GP 800 comes in three shell sizes made of HPC carbon. The extra-large field of vision is complemented by a high-quality visor with Pinlock 120 XLT Max Vision anti-fog lens. A tinted Dark Smoke visor is also included and can be changed quickly thanks to the ATVR system (AIROH Tool-Less Visor Removal). The advanced ventilation system optimally regulates the temperature. The breathable interior features innovative technologies such as ASN (AIROH Sliding Net), AMLS (AIROH Magnetic Lining System) and AEFR (AIROH Emergency Fast Release) for maximum comfort and safety - even on long journeys.
CONNOR THERE CAN BE ONLY ONE!
Like the Connor McCloed of Highlander fame, there can only be one best in class/best bargain street helmet. Connor comes in three different shells and a state-of-the-art ventilation system developed in the wind tunnel at a price targeted to be under $100!
SPARK 2
A cut above the Connor, the revamped Spark 2 features two different shells and comes complete with a Pinlock 70 shield, which is included in the box. The Spark 2 also gets the ASN and AEFR systems as well as an inner lining made of innovative moisture wicking fabrics.
WALTER ROBERT LAIDLAW 1931-2024
By Jerry Laidlaw
Walter Robert Laidlaw left his mortal life on November 26, 2024, as part of his progression in our Lord and Savior’s plan of eternal progression. Walter or Bob, as he preferred to be called, was the son of Walter Laidlaw who hailed from Orange City, New Jersey and Grace Barton of Mt. Pleasant Utah. They built a home in the early 1920’s on Elizabeth Street in Monterey Park California. Bob was the third of four brothers and was born in his parents’ home on the 6th of April 1931.
As a child growing up, he soon learned the importance of work and earning his own money. He got up at 4:30 am each weekday morning and delivered newspapers on his bicycle to homes in Alhambra. On weekends he and his brothers sold weekly magazines that made only a modest profit each, but it was money. In the summers he and his brothers would ride their bicycles up to Alhambra Bowl and would work down in the pit setting bowling pins by hand for the patrons at the bowling alley. It was hard work and super-hot as there was no AC in those days. They received 15 cents pay for each game and if they were fast the patrons would roll dime or a quarter down the alley as a tip. Bob saved his money and purchased
a whizzer bicycle engine kit and soon he was delivering more papers and earning and saving more money. At the age of 14 Bob purchased his first motorcycle. It was a 750 cc Indian Scout. He knew his mother wouldn’t approve so he stashed it at his friend’s house part way down the block. His cover was blown a few days later when his mother saw him riding it while commuting in the family car. She knew she could never keep him off it and any attempt to do so would be a wasted effort. And thus began his love affair with Motorcycles.
A couple of years later another love affair began to evolve. Her name was Frances Palmer from Thatcher Arizona. They began dating each summer at the age of 16 when Frances visited her sister in South San Gabriel. Things evolved and their relationship became rather serious after high school.
Frances attended BYU university that fall, and Bob knew it was time to make his move. He borrowed a car and drove to Thatcher Arizona when Frances was home for Christmas break. Bob proposed and Frances said yes a day later. Frances’s mother Eliza wasn’t that keen on Bob at first. He didn’t own a car, he rode motorcycles and worked on them for a living, and lived in Calif. He did have a ring however,
and her daughter Rachel knew Bob’s mother and family and assured her the Bob was OK. He was only 19 but once again there was no stopping Bob, so she gave her consent.
They were married one month later in the Mesa Arizona temple. WThey moved in with Bob’s brother Malcolm in Alhambra California. Bob could outrun and outride most anybody he cared to on a Motorcycle, but he couldn’t outrun Uncle Sam. About a year later he was drafted into the U.S. Army and was sent overseas to Germany. He wasn’t happy about the situation but fortunately his tour of duty only lasted only about 18 months, and he sent his pay home to Frances. When Bob returned from military service, he worked again for the local Harley Davidson dealership after he got rid of the Indian, and they soon had the money for a down payment on a home. They began raising their 4 children there, Jarold, Franceen, Brent, and Laurie.
They moved two more times and eventually ended up in Arcadia Calif. In 1962 Bob was called to serve as the Bishop of their Monterey Park church congregation. He raised quite a few eyebrows when he would walk out of a Church meeting in his suit hop on a Harley and speed away. They never really got used to that.
In 1963 Bob built a new Harley-Davidson dealership building from the ground up in Rosemead California. He worked tirelessly and it was successful. He became the number one volume Harley Davidson dealer for new motorcycle sales in the world two years in a row 1971-72.
Later in life he purchased an airplane and experienced the joy of flight and the art of the crash landing a couple of times... but as they jokingly say in aviation “any landing you can walk away for is a good one” Eventually the business outgrew that building and he built another building in 2002 located in Baldwin Park where it is today.
Bob was always focused on the business loved talking to customers greeting them at the door and having his sons and grandsons involved in the family Dealership. He could fix almost anything and as he told me on one occasion…
“I have probably forgotten more about Harleys than most people will ever know.”
He gave unselfishly his time and gave service to others and was always friendly to those around him. We will all miss him, he will long be remembered, he did it his way and was a selfmade man. Those who remember him and whose lives he touched will most certainly agree that the world was a better place with Bob Laidlaw in it.
BIG DADDY
By Matt Laidlaw
My Grandpa Bob Laidlaw aka Big Daddy passed away last week.
He was 93 years old. There’s too much to say to fit into a single Instagram post but he is one of the top 3 most influential men in my life. Having him as a grandpa has been one of the greatest blessings in my life.
Bob was a people person. To this day I get people telling me stories about how Bob Laidlaw made them feel special when they came to his motorcycle dealership. Or how he taught them how to ride or how he took them on a test ride or how he fixed their bike or how he remembered them after 5 years of not seeing them. A lot of people didn’t get to see this side of Bob, but he was a gangster on a Harley-Davidson. He could ride. He was very frugal but always had toys and took the trips he wanted to take. He could fix anything as he was a mechanic long before he was a business owner. He was a man of strict morals and integrity although he bent some of the “unimportant” rules. He was old school and very practical. If he didn’t make sense to him no one could convince him to act contrary to his convictionsexcept maybe Frances.
In addition to riding motorcycles Bob loved to fly his Mooney air plane. Every time he took me up I got air sick and almost vomited. He got a good laugh out of that.
Bob taught me the importance of getting good grades, being honest, working hard, saving money, operating vehicles responsibly, exercising faith in Jesus Christ, and the list goes on.
I had the opportunity to work with my grandpa for many years at Laidlaw’s Harley-Davidson. I listened to him give customers oldschool biker advice, much of which I use and share with people today. Honestly his secret sauce was just being super nice to people and treating everyone like they were the only customer he had. He made sure everyone was happy at the dealership. A couple times he had me extend financing to customers that was just based on a handshake and someone’s “word”. No banks involved. He was constantly doing “risky” things that were outside the bounds of “best practices”.
Bob is arguably the single most influential man in Southern California involved with Harley-Davidson over the last 65+ years.
EV MARKETING MADE EASY…
Don’t Piss Off Your Dealers!
By BJ Birtwell
Ilooked the VP of Marketing right in the eye and told him, ‘Respectfully, no you won’t.’ Just a couple years ago I found myself in the boardroom of a large powersports company that was launching electric motorcycles... much to the disgust of their core audience base. Their new marketing team was super smart & highly seasoned in digital marketing. They explained their plan to meet sales goals: lean entirely on digital marketing with highly produced ads, videos, influencers and virtual engagement. There was a lot on the line for the company to succeed in this new endeavor.
I wasn’t invited to help coach their marketing strategy, but I happen to live nearly everyday of my life in the sales trenches of consumers shopping for electric vehicles of all types. I hear from thousands of shoppers and hundreds of DEALERS who need to fill sales pipelines with quality leads. I am a huge fan of digital and spend a ton of money there. It’s an essential ingredient in any marketing strategy, but relying on it this much would crush their dealers with hours, days and months of follow ups with low engaged prospects not serious enough about going electric.
After sharing their strategy, presented mostly by middle management, the VP of Marketing looked at me. ‘So what do you think of our strategy? Do you think we will be successful with this approach?’ At this point, I knew exactly why he had brought me there. I just looked at him and said,
‘No, no you won’t be successful. This strategy will fail. And it will frustrate your dealers who need to fill the pipeline now with mid-purchase funnel prospects.’
What followed was a two-hour long strategy session directly aimed at middle management about the unique qualities of a motorcycle owner & the importance of adding hands-on experiences and demo tours to their digital strategy.
The visceral connection with a gas motorcycle: the rumble, the growl, & the sound of RPMs climbing...these sounds are what give a motorcycle its soul. An electric motorcycle, in comparison, is silent. And for many who have never ridden one, it might seem like it lacks a soul. Imagine trying to overcome that idea with digital ads.
When you actually ride an electric motorcycle, you discover it has a soul—it’s just different. Instant torque delivers a rush of acceleration like nothing else. The smoothness of the ride makes it feel like you’re flying. And the connection to the road is amplified because you hear and feel more of how the bike is behaving. You have to feel it to understand it. And research backs this up: McKinsey & Ipsos research shows that shoppers with demo experience have significantly higher sales conversions than relying on digital strategies alone.
Demos transform doubt into desire, and curiosity into conversion. At Electrify Expo, I’ve seen firsthand how powerful demos can be. Riders who were skeptical about ‘anything electric’ leave our courses wide-eyed, grinning, and asking, “How much?” Now that’s the prospect you want.
BJ Birtwell is the founder of Electrify Expo — North America’s largest electric vehicle festival filled with more than 1 million square feet of the world’s top electric brands! Experience electric cars & trucks, ride E-Bikes, E-Motorcycles, E-Scooters, E-Skateboards and E-Watercraft. Enjoy great food, music, a huge kids zone, and learn about all things electric. Click here for details: www.electrifyexpo.com
