Dealernews Issue#7 July 2021 by Dealernews

DN 2.0 #7

Gaming The system How Barnes Became #1

MOTORCYCLE ELECTRIFICATION Is The Grid Ready?

LONG LIVE THE KING? Sportster S OEM Update

CONTENTS

06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE+ 26 OEM UPDATE Bob Althoff On Go RVing!

Robin Hartfiel On eBikes And Gaming The System The Industry On Dealernews

Breaking News Dealers Can Use Personnel Postings

Barnes Garage Co. Canada’s #1 Harley-Davidson Dealer Harley-Davidson Sportster S

Fox Raceway featured a full starting gate and plenty of people in Pala for the MX Nationals. Photo by Brandon Davis

20 4

30 INDUSTRY RESEARCH+ 32 INDUSTRY RESEARCH+ 34 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 40 INDUSTRY RESEARCH+ 45 SHOWTIME! 46 WHY SHOULD YOU GO TO AIMExpo? Dr. Paul Leinberger On Go Time!

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

Black Book On Specialty Market Insights Don Musick On Who’s Your Go-Daddy? Who, What, Where…

Vegas, Baby! And 5 Legit Reasons To Attend Your Trade Show

50 DIVERSITY+

Alisa Clickenger On Partnering With Dealers

OUR TEAM Bob Althoff World’s Luckiest Man EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Eric Anderson Vroom Network Jim Woodruff National Powersport Auctions Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/Harden Offroad Hector Cademartori Illustrations William Douglas Little Unique Powersports Charlie Williams Off Road Editor Marq Smith Holeshot Motorsports, Canada Alisa Clickenger Women’s Motorcycle Tours Don Amador Quiet Warrior Racing Joe Bonnello Joe B Photography Uncle Paul Wunsch Love Cycles The Anonymous Dealer

52 PERFORMANCE+ 55 eDEALERNEWS 56 CURRENTS+ THE GRID HANDLE ELECTRIFICATION? 60 CAN

Mark Rodgers On Payday And Making Saturdays Count Torrot Turns The Corner The Latest eNews

Scot Harden On Some Inconvenient Truths

64 PERSONNEL FILES OF A CUSTOMER 66 CONFESSIONS

Alex Baylon On Americans Reluctance To #GetAJob!

Eric Anderson On The Art Of Selling Motorcycles As Art

68 MIC RIDE REPORT 70 ADVOCACY+

What Does The MIC Do For You? Don Amador On USFS Personnel Postings

72 GEAR+ 76 PRESS PASS+ 78 PRESS PASS+ 80 VALE+ 81 AD INDEX 82 BACKFIRE+

Get On The Gas!

Take It Outside MX Outdoor Nationals Kickoff Carlsbad Raceway Commemorated

Dealer Advisory Board Bob Althoff Chairman Joey Belmont Big #1 Sports Jim Boltz Lynnwood Cycle Barn/WMDA Jim Foster Killeen Power Sports George Gatto Gatto Harley-Davidson Malcolm Hunter Deeley Harley-Davidson Robert Kay Star City Motorsports Bob Kee Destination Cycle Jerry Lenz Beaverton Motorcycles Kurt Mechling Performance PowerSports Don Owens Dothan Powersports Mark Peterson Southwest Superbikes Sandy Stroope Boat World Honda Polaris

Ave Atque Vale Nancy Davidson This issue Brought To You By… Scott Schloegel On Right To Repair

ADVERTISING Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com Brenda Stiehl Production Manager brendastiehl@dealernews.com John Murphy Publishing Consultant johnmurphydn@gmail.com

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

JULY 2021

World’s Luckiest Man By Bob Althoff

GO RVING, JUST DO IT! Ride With Us

or years, I suspect, we have all felt more than a little jealous as we thumbed our TV remotes and came upon the Great American Country (GAC) channel and its primetime, hours-long programming known as GO RVing. The neverending infomercial appears to be the second coming of GOT MILK in terms of a consumer rallying cry. The RV industry continues to rack up record results year after year. And none could doubt a major reason for that industry’s unit sales success is the mass market television exposure they generate (and continue to air round the clock). Take July 10th for example —20 episodes totaling 10 straight hours aired on GAC. That is just one summer Saturday! The format was brilliant — a half-hour segment featuring a young family. Then another featuring a road warrior business person; then a retired couple heading off into the sunset; racing teams; minorities; young lovers of every persuasion; Americans representing every demographic. All seeing themselves in an RV! What a concept!

Admit it. If you are a powersports industry participant, you have thought, “Why can’t we do that?” Well, we can. And we should. Our “content” would be more compelling, our machines sleeker, sexier, faster. Our human interest stories are more meaningful (no disrespect, but when was the last time you saw 10,000 RVs show up somewhere to raise money for a sick kid or a fallen hero?). Yes, we have all thought about it. Most of us have talked about it. Now it’s long past the time to make like Nike and just do something about it. To its credit, the Motorcycle Industry Council is currently rolling out its RIDE WITH US campaign. And while it shows great promise, the question remains: Will it reach mass market the way GO RVing certainly has? GAC reaches approximately 50% of America’s 100 million households. There is an idea that has been germinating among those of us around the editorial table at Dealernews. And, more importantly, among Dealers, who have been working hard to form an organization that could put all powersports Dealers in harness. It goes like this . . . Instead of duplicating what the RVIA and GAC have done, what if we joined forces with them in a “refresh” of their brand to include our industry’s stories, lifestyle and excitement? Go America! Show kids on STACYCs riding around their grandparents RV; feature a young couple in their toy hauler with a new Side x Side out at Pad 2 in Glamis; even Yamaha’s pedal-assist eBikes could be plugged into every segment. One way or another, this is a job we need to tackle. After a long day’s ride, what better way to relax with a cold drink, flip on the telly in your airconditioned RV and re-live the route you rode? Bob

Editor’s Note By Robin Hartfiel

OF eBIKES, GAMING THE SYSTEM & HAPPY BIRTHDAY, OF SORTS

n a week when both BMW and Harley-Davidson rolled out EV initiatives, it became a hot topic for both my dealer friends and my colleagues on the MIC Board. Granted, BMW’s scooter isn’t really ploughing new ground, but the fact that their future focus will be all EV, all the time is a concern. Honda issued a similar statement proclaiming its own 100% EV future by 2040 on the automotive side and MIC has added addressing eBikes and their role in the powersports space to an already crowded agenda. Meanwhile the launch of LiveWire as a stand-alone “omnichannel” brand modeled after Tesla and seems to fly in the face of franchise laws was the tip of the iceberg driving even the most ardent of the orange & black faithful to question some of the heavy handed tactics and total restructuring of the dealer agreements. At the intersection of all this is our dealer profile on Brian Barnes and how he has gamed the system in favor of the Barnes family’s four Harley-Davidson dealerships... and become the number one Harley-Davidson retailer in Canada in the process. Mark Rodgers spoke at length with Barnes who shares his approach to the “gamification” of motorcycle retailing… and selling to a higher authority, his mother! Even if you can’t read the entire article, do yourself a favor and make some time to watch Mark & Brian’s

Conversation, particularly Part 1 where they address gamification. Columnist Eric Anderson has been on this bandwagon for the past decade, but it takes a Canadian car dealer to figure it out? https://www.youtube.com/ watch?v=W5df5wKBSHo&t=649s The amazing thing is that Dealernews has been on this leading edge since the beginning. Thanks to the efforts of Don Musick, Lenny Sims, Jim Woodruff and Dr. Paul Leinberger, Dealernews not only has the most robust research in the industry, these experts have taken it a step further, identifying global trends and then providing actionable insight to put into play at the local Dealer level. Three years ago Dr. Musick rounded up every player in the eBike biz in a comprehensive series… about the same time that Dr. Leinberger sounded the clarion call that the Omnichannel was coming. Between LiveWire and RumbleOn, there is no question eBikes and Omnichannel are now part of the discussion. It isn’t just the research… advocacy efforts were a pillar of the Dealernews 2.0 platform when we re-launched in 2018. Don Amador, Scot Harden, Alex Baylon and Alisa Clickenger are watching the trail ahead for the industry... We may be changing to electric vehicles piloted by a more diverse group of riders in the immediate future, but Alex will make sure we have a workforce to tap into, while Don and Scot will keep blazing trails for us to ride and to get more riders riding more well into the future! Thanks to the entire team for all you have done and continue to do every issue. It is being noticed... one of the social media channels has July 4th listed as “Dealernews’ Work Anniversary” — technically it isn’t, but it is the thought that counts, right? The real work anniversary is circa 1965 when founding fathers Larry Hester and Bill Bagnall teamed up to create Motorcycle Dealer News (MDN). To set the record straight, June 5th, 2018 was when John Murphy, Eric Anderson, Bob Althoff, Alan Landry and I actually met at LAX and signed our version of the Declaration of Independence and brought back Dealernews 2.0. But July 4th was the day that Eric and I announced we had given a month’s notice to another trade magazine. From that single silly prompt, I have received congratulations from industry insiders all over the globe (see the Letters page). As Bob says what Dealernews is doing is necessary, needed and noticed!

Former Editor-in-Chief and publisher of Dealernews circa 19902003, 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.

RIDE WITH US We saw the Ride With Us initiative and would like to see how we could potentially support and become involved in this at some level. Any information you might be able to provide or connections you can make are greatly appreciated! Thank you,

DEALERNEWS ON TRACK Congratulations on the anniversary. Thanks for your help the past week getting our materials in time for the latest issue. Our elements look very solid as does the entire magazine – great job as always!

HAPPY ANNIVERSARY Congrats on your anniversary at Dealernews!

Larry Daniel, Managing Director Sextant USA Colorado Springs, CO

www.mic.org

www.sextantusa.com

Kevin Bailey, Powersports Marketing Manager Race Winning Brands/Wiseco Mentor, OH www.racewinningbrands.com

RIDE WITH US, TOO We would like to put the Piloteer Agency’s name in the hat for promotion of the new RIDE WITH US industry campaign. I suspect MIC will need to hire the new Director of Ridership first, but that sounds somewhat imminent, correct? How could we become involved... or at least get on the MIC’s radar? Is Cinnamon Kernes going to be in charge of this selection process... or the new person? Eric Anderson, The Piloteer Piloteer Agency www.Piloteer.com The final interviews were still ongoing at press time. However as you surmised, the Ride With Us campaign is about to kick into high gear, introductory ridership experiences will be going live as part of the IMS Outdoors tour and other select venues. Watch this space for more as soon as the VP of ridership is brought onboard.

Scott Schloegel, Senior VP, Government Relations Motorcycle Industry Council Arlington, VA

WHO WOULDA THUNK IT? Who woulda thunk Dealernews would survive the shift to digital and the COVID crisis? Me, for one. Since the beginning of COVID and the announcement of “policies”, I saw the opportunity within the obstacles for powersports. My sounding board has none of the reach that yours does, but I still put out articles in March and July of 2020. I’m stoked Dealernews is still at it. I go through it whenever I can and the content is sound. Have an awesome day. Kurt von Ahnen, Principal Powersport Academy Corona, CA powersportacademy.com

HAPPY ANNIVERSARY Congrats on your anniversary at Dealernews! Elina Lee, Executive Vice President Taiwan External Trade Development Council (TAITRA) Taipei, TAIWAN

DEALERNEWS IS VITAL Congrats on your Dealernews anniversary. It’s a great publication, a vital read. Dale Schmidtchen, Sales & Network Development Brough Superior Australia Brisbane, Queensland AUSTRALIA

SOUND OFF! Dealernews is indeed back. Join in the conversation via e-mail: Editor@dealernews.com Check us out on Instagram: https://www.instagram.com/ dealernews/ Like us on Facebook: www.facebook.com/DealernewsFan/ Follow along on Dealernews.com Tune into the new YouTube channel: www.youtube.com/ channel/UCZE6q4gQ5EIz0nOX4WaXw1w

GOOD NEWS OUT OF WASHINGTON?

Good news for off-road enthusiasts as the U.S. House of Representatives passed a $715 billion transportation bill, including up to 75% increased funding for the Recreational Trails Program (RTP). The RTP funds trail development, maintenance, and educational materials nationwide. “While there is significantly more work to be done getting the bill passed by the Senate and signed into law by the president, it is great to have the House on-record supporting the increase,” said Scott Schloegel, MIC senior VP of Government Relations. “We would love to have senators take up the House bill, but they also have their own bills they are working on, so we’ll continue to advocate for a similar provision in the Senate.” The multibillion “INVEST in America Act” would spend heavily on road, rail, public transit and water projects over five years. Proponents of sweeping infrastructure legislation hope that Congress can complete work on it before October 1 and send it to President Biden for signing into law. The RTP is funded with gas tax dollars that powersports enthusiasts pay each time they fuel up off-highway vehicles. The RTP currently has a funding level of $84 million, and Schloegel said that the budget is long overdue for a significant boost – particularly with the double-digit growth in new-unit OHV sales since the spring of 2020, and the nation’s increasing interest in powersports recreation. “It is estimated that we pay nearly $300 million in off-road gas taxes each year,” Schloegel said. “We appreciate that the House agrees that more of those dollars should be put into recreational trails.”

THE GREAT OUTDOORS

For more than 12 years, Yamaha has been issuing quarterly grants to non-profit organizations supporting the needs of riding groups, outdoor enthusiasts, land stewardship organizations and land managers to improve access to public land for outdoor recreation. Yamaha has contributed more than $4.5 million in aid to nearly 400 projects across the nation over the life of the program.

“Happily, we are seeing an increase in grant applications for the Yamaha Outdoor Access Initiative as the public strengthens its interest in outdoor and motorized recreation,” says Steve Nessl, Yamaha’s Motorsports Marketing Manager. “With the growing amount of people visiting state and national parks and forests, the work needed to maintain these public spaces for everyone’s benefit and enjoyment is also rising, and Yamaha remains dedicated to supporting those who want to make a difference in protecting and creating access to these lands.” The first quarter 2021 Yamaha OAI grants totaling more than $225,000 were awarded to the following organizations: • All Kids Bike / Strider Education Foundation • Central Mountain ATV Association, Pennsylvania • Darnell Hills – BLM Open OHV Area, Wyoming • Day Mountain Road Association, Maine • Interior Alaska Trails and Parks Foundation • Lakes Region ATV Club, Maine • Northwest Motorcycle Association, Washington • Osseo Area Dusty Riders, Wisconsin • Sault Ste. Marie Snowmobile Association, Michigan • Southwest Wildlife Foundation, Arizona • The Nature Conservancy, Tennessee Chapter Submission guidelines and applications are available at www.YamahaOAI.com

WE ARE THE CHAMPIONS, MY FRIENDS

“For the last 6 months I have been participating in a Triumph Champion Challenge against all of my peers at other dealerships in North America,” says Tampa Triumph GM Don Baker. “Every month they gave us some incredible challenges to do and win monthly prizes…” including a trip to Chuckwalla to ride the Speed Triple 1200 RS on last month’s cover. “I did accomplish a lot, winning many of the monthly prizes but the grand prize was a 2022 Triumph Trident that I wanted to try and win. Well, today I found out that I did in fact accrue the most points and.... I WON!!!!!!!!!! Got the call from Corporate congratulating me and asked me to pick the color I wanted. I decided to go with the Matte Black. I never really won anything before so this has been very exciting. Can’t wait for it to arrive and start riding it.” See more of Don’s thoughts regarding the Triumph Champion Challenge here: https://www.youtube.com/watch?v=0m_9DweLqE8&t=59s

POP’S GARAGE FLAGSHIP STORE

BECOMES

TRIUMPH

“I don’t think we choose to open a Triumph dealership…I think Triumph kind of choose us,” quips Gordon Erickson, owner of Pop’s Garage. The newest flagship store will be established from an existing custom motorcycle shop along Alpharetta Highway in the town of Roswell, Georgia. This prime location at the base of the Blue Ridge Mountains is expected to draw riders from northern Georgia as well as those in downtown Atlanta. The restored space, built in the late 1980s, pairs the new Flagship Triumph dealership and service center with the recently developed Pop’s Coffee Shop. In its first year of operation, Pop’s Coffee Shop has already become a popular destination for riders, offering the new dealership a strong customer base before even opening. “Since we currently have an independent motorcycle fix and repair business, we work on pretty much all brands of motorcycles,” explains Erickson. “In the last few months, I have noticed more and more Triumph motorcycles in the parking lot of our coffee shop and in our repair center, and the numbers were increasing almost daily. I asked a couple of our good customers, who I knew had Triumphs, where they had their motorcycles serviced, and they all answered that the closest dealership was about an hour away. This was all I needed to hear.” Erickson will be giving himself an employee discount on his bike… maybe. “Triumph dropped a Tiger 900 off at the shop for us to test ride. Everyone just loved the motorcycle and was very impressed with the fit and finish, along with the over-the-top performance. I have already found and pre-purchased a new Scrambler 1200 Steve McQueen Edition for my personal collection.” The dealership expects to open its doors to the public in early August when the build-out is complete, and new motorcycle inventory begins to arrive. Pop’s is one of 15 new Triumph dealers to open in the past 12 months.

DEALER NEWS: WELCOME DEATH VALLEY H-D

A landmark in California’s high desert for the past three decades, Victorville Harley-Davidson is no more... welcome Death Valley Harley-Davidson. When Cary and Marianne Fischer, owners since 1993, decided to retire earlier this year, George Chaconas from Performance Brokerage Services was ready. Meanwhile Rami Yanni was in the market to add to his family of dealerships. “With gratitude, we would like to thank George Chaconas and Courtney Bernhard of Performance Brokerage Services for putting us together with the Wise Auto Group within a few weeks of signing our agreement,” claimed Cary Fischer at the close of the deal. “After selling Ray Malzo’s Orange County Harley-Davidson in 2017, Ray introduced me to Cary and Marianne Fischer of Victorville Harley-Davidson,” adds Chaconas. “Timing is everything, and although it was not the right time then for Cary and Marianne to sell, I continued to stay in touch and build a friendship over the past four years. They hired me and our rm to sell their dealership after almost 30 successful years. Having helped Rami Yanni acquire a Harley-Davidson dealership in the past, I knew he would be the perfect buyer and it proved to be a great match.” By mid-June the deal was done and the new team in place at the re-christened Death Valley Harley. The purchase of Victorville Harley-Davidson is Yanni’s fourth Harley-Davidson dealership. His family of dealerships now includes Harley-Davidson of Yuba City, California, Redwood Harley-Davidson in Eureka, California and Reno Harley-Davidson in Nevada. “My recent acquisition of Victorville Harley-Davidson was the second dealership that I bought through George Chaconas of Performance Brokerage Services,” claims Yanni. “He knew exactly what I was looking for. It was a pleasure to have worked with George again as an industry expert and professional to help with a record closing!”

JULY 2021

H-D1 MARKETPLACE PUTS PRE-OWNED INTO DEALER CHANNEL

“The launch of H-D1 Marketplace is the first step towards our ambitious transformation of H-D.com into the leading online destination for everything Harley-Davidson,” said Jochen Zeitz, Chairman, President and CEO, Harley-Davidson. “We want our online presence to connect and support our H-D network — from enhanced online experiences, unique community engagement, to exclusive content and learning. The H-D1 Marketplace platform will connect our customers, community and our strong dealer network, with the goal to become the largest marketplace for preowned Harley-Davidson motorcycles in the United States.” Launching first in the U.S., H-D1 Marketplace will start with the entire selection of pre-owned Harley-Davidson motorcycles from our participating dealer network, that will be available for

consumers to browse and customize online. Powered by H-D Financial Services, customers will have access to innovative, industry-leading financing solutions, to make purchasing even easier. Through the ‘Sell My Bike’ feature, customers will also be able to sell their motorcycles directly into the Harley-Davidson dealer network. “H-D1 Marketplace also fulfills our Hardwire objective to include riders of pre-owned Harley-Davidson’s as an important part of the H-D customer base, recognizing their unique perspectives and contributions to the brand,” concludes Zeitz. Since pre-owned product is the key to H-D1, we turned to the experts for an explanation in layman’s term. NPA COO Jim Woodruff was kind enough to oblige. Click here for the straight talk on what this means for Harley dealers. https://www.youtube.com/watch?v=CUyo5Q3aoJY

SERVICE REVOLUTION 14

Powersports Data Solutions, providers of Service Manager Pro (SMP) to thousands of dealerships, introduces RideTrekker.com.

Billed as the first fully seamless way for Dealers to receive detailed online service requests directly into their dealer management system, RideTrekker is a mobile friendly online app that allows consumers to schedule service, request parts and OEM accessories with any of the SMP dealerships. “We realize dealerships that use SMP are the best service operators in the country,” states C.R. Gittere, President of Powersports Data Solutions. “We have thousands of locations across North America that really focus on service and really want to provide the best experience for consumers.” RideTrekker is free for consumers to use. “The consumer can create an account and choose their vehicle from a selection of more than 45,000 models,” Gittere explains. “Once they choose their vehicle, they can submit a service, parts, or OEM accessory request to any of our SMP dealership locations.” The consumer will also be able to store their vehicle under their profile and view certain pieces of technical data

such as factory recommended service intervals, common service parts, OEM accessories and even a few technical specifications. “We recognize the struggle brick and mortar stores go through every day in just answering the phone,” Gittere adds. “We felt like we needed to do something to make the communication between the consumer and the dealership easier… hopefully RideTrekker will help streamline this process.” All service, parts and accessory requests from RideTrekker come into SMP, so employees can quickly review, accept the request and respond to the consumer without leaving the SMP application. Since SMP has full integration with popular DMS systems, including EVO, NXT, Commander and DX-1, the requests can be imported directly into the DMS. To learn more about Powersports Data Solutions and the new RideTrekker, call (704) 504-1731 or click: https://ridetrekker.com/

Brought To You By MotorcycleIndustryJobs.com

Paul Langley has been named Chairman of LeMans Corporation, effective immediately. Having successfully served in leadership roles with S&S Cycle, Inc., Vance & Hines and Dynojet Research Inc. Langley is imminently qualified for the position having been a supplier to the distribution giant for decades. “I have enjoyed a strong partnership with LeMans for the past 20+ years and know that LeMans is one of the most successful and well managed companies in our industry. I am honored to serve as Chairman, which is a privilege I must earn each day forward. There will be a steep learning curve, new problems to solve and I look forward to working with familiar and new faces in our electrifying industry.” In 1967, Fred Fox founded LeMans in the basement of his house and has worked tirelessly to build LeMans into a leading global powersports distribution company with 1,100 + employees and eight warehouses. On reaching 85 years of age, Fred has decided to slow down a little in the new role of Chairman Emeritus. Langley says he doesn’t mind Fox looking over his shoulder... far from it! “Having Fred close by affords me the benefit of tapping into his wisdom on a regular basis”. LeMans is the parent company of Parts Unlimited, Drag Specialties, Parts Canada and PARTS EUROPE.

A very distinguished gentleman is now handling marketing communications for Triumph Motorcycles America, literally. Eric Van De Steeg has been the host of the Atlanta Distinguished Gentleman’s Ride since 2019 and steps into the Marketing Communications Manager position based at Triumph’s US headquarters in Atlanta, Georgia. “Eric brings an impressive skill set with extensive experience in brand management, marketing communication strategy and media placement gained from his strategic marketing role with a nationally syndicated broadcast radio network for the past nine years,” says his new boss, Adam VanderVeen. “Eric will oversee the owned and paid media communications channels for Triumph Motorcycles America. Associated responsibilities will be management of the web, social, CRM and advertising strategies.” The Atlanta native brings a deep knowledge of motorcycles in general and Triumph in particular to the position. “Eric is an avid rider and the proud owner of a Scrambler 1200 XE. With Triumph, Eric will unite his enthusiasm for the brand with his professional experience in marketing and communications.”

Ice, ice baby! Engine Ice has a new boss as former motocrosser turned auto industry exec Bryan Emrich joined the coolant company to lead a full rebrand and relaunch. Emrich has 20+ years of Powersports and Motorsports business experience, including ownership of major F1, NASCAR, NHRA and powersports programs. “My first true role within the automotive aftermarket was with Valvoline as the director of marketing and director of motorsports, but I started my career racing for, and working at, one of the largest powersports Dealers in the country at age 8. When I was in college, that really got me hooked on this type of industry.”

“I am excited to join Race Winning Brands as the Wiseco Brand Manager and look forward to the challenges ahead” says new-hire Steve Reed. “The role I have been offered provides me with some truly great and exciting opportunities, from brand management to visiting established and future customers directly. This environment, along with being at the track and trade shows for key events, is something I have greatly enjoyed over the years.” Reed comes to Race Winning Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

Brands with more than 22 years experience in the powersports aftermarket. Most recently with Tucker, Reed managed 150+ brands within the distributor’s portfolio. “With Wiseco’s deep roots in powersports and Steve’s experience and passion for the powersports industry, this is a perfect fit for RWB,” claims Race Winning Brands’ Director of Powersports Scott Highland. “Having a genuine interest and involvement with the segments we serve is crucial to connecting with customers on an organic level, and Steve brings extensive knowledge and drive that can help us continue to push performance in the right direction.” Reed begins his new role representing RWB and Wiseco Performance Products effective immediately.

Tucker Powersports’ leadership team now includes industry expert Monique Whitney, Sourcing VP. “Monique brings to the Tucker organization broad supply management, product development and manufacturing experience within the powersports and automotive industries,” notes the distribution giants President and CEO Marc McAllister. “During her 14 years with Harley-Davidson, she supported the development and manufacturing of motorcycles and components as well as collaborated with outstanding supply partners.” During her tenure at Les Schwab Tire Centers, Monique supplied automotive repair shops and developed a strong understanding of how supply management organizations support retailers. She is looking forward to utilizing these experiences to deliver outstanding products and service to Tucker Dealers.

After four successful years, Monster Energy/Star/Yamaha Racing would like to extend a thank you and best wishes to 250 Team Manager Wil Hahn as he departs the race team. Hahn, who competed for Star Yamaha as a rider from 2007-2008 and as team manager from 20172021, played an instrumental role in helping the team capture seven championships. “I have enjoyed working with Wil Hahn for the past four seasons and will miss having him around,” said Jeremy Coker, 450 Team Manager, Star Racing. Hahn has no second thoughts though as he joined GasGas just in time to be part of Justin Barcia’s breakout win at Millville!

Will Hahn moves on, Seth Rarick steps up at Star Racing. “I’m very excited to be back with the Monster Energy/ Star/Yamaha Racing Team,” says Rarick. “I have a much different role this

time around, but I’m ecstatic to expand my horizons.” With Hahn’s departure, Rarick took over the 250 manager position effective immediately. Rarick has previously worked with the Star Racing team as an assistant trainer to Gareth Swanepoel and most recently worked with several of the sport’s top racers at the Baker’s Factory. A former pro himself, Patrick brings a wide range of knowledge that will be extremely beneficial to the team. “I’m very thankful for the opportunity and everyone here for trusting and believing in me. I need to thank Aldon Baker for being so gracious and kind to me when this opportunity came up as well as Wil Hahn for helping me get caught up to speed so quickly.”

Industr y veteran trades two -wheel commute for a golf car t! “End of an era, I’ve been split ting lanes in the L A and Orange Count y area for over 15 year s to commute to work,” says Frank Van Es. Most recently customer ser vice manager at PerTronix Per formance Brands, Dealer s may remember him from his tenure with Progressive Suspension. He is swapping his moto -commute to cruise around in a car t… make that repping Yamaha Golf Car s to Dealer s. “Star ting July 6th on my new adventure as District Sales Manager — Dealer Sales for Yamaha Golf- Car Company. If you know me, you know how much I love Yamaha, so this is per fect!”

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BARNES GARAGE CO. Gaming The System By Mark Rodgers

he family owns not one, not two, not three, but four Harley-Davidson dealerships. They understand how technology, customer satisfaction and retailing all intersect. They are constantly creating new offerings and refining how they go to market. And these efforts are paying off because the Barnes Group is the #1 HarleyDavidson motorcycle retailer in Canada. Chief Operations Officer at the Barnes Garage Company is Brian Barnes, and while his family has been in the automotive industry for 40 years, Brian says he “found a home” in the powersports industry. His insights and out of the box perspective have not only changed the way the Barnes family does business but impacted how retailing happens in Canada… and it all comes down to gaming the system. Literally! “I came from the car business, but it wasn’t home,” Barnes freely admits. “I started my career in 1999 working for my dad when I was nine years old washing cars. But became a full-time employee in1999 and in 2003, my family purchased the Harley dealership in Langley, BC. I joined the Harley world in 2008, coming over from running a Nissan dealership. The day that I started at Harley, I realized ‘wow, this is home.’ I threw out all my ties and started wearing a shop shirt instead of a suit. It just felt like this is my calling, and this is the industry I really need to be in.”

Although it now seems motorcycles are woven into his DNA, his automotive roots and tech geek personal background have helped with the evolutionary process. “The car business taught me some good skills, for sure. But the passion around Harley-Davidson — what the brand means to the customers was life changing. I came home in 2008.” Since this virtual homecoming Barnes has been on the leading edge of the digital dealer revolution. The process even includes developing the dealership’s own app — Squad Wars — which is kind of the gamification of the motorcycle world. “First off, it wasn’t me that came up with it, but I’ll get to that,” he says, believing that giving credit where credit is due is just part of the integrity of the operation. “Squad Wars is the next iteration of the Game Off Barnes which was kind of an experiment. Our marketing manager, Kevin Chow, who now works for a major group in Australia, saw this movie called the Game Of G.N.A.R. It’s about a ski hill which wasn’t doing so well until they put this thing out — it was basically a passport book. So if you did certain things on the hill, do this run and take a backflip you got points. And at the end of the season, there were prizes.

“We have this whiteboard that stretches the entire length of our marketing room. And then there’s this one section for things that we will never do, things that we will never have time for and that we will never have budget for. Kevin had put “Game Of Barnes/Game Of G.N.A.R.” on the board before he left for Australia. Fast forward and we have a new marketing manager, his name is Kiran Rancourt, and he came in after about a month and said, ‘Brian, I gotta ask you, what is ‘Game of G.N.A.R. and Game of Barnes?’ So I explained the concept to him and he said ‘I’m doing it! That is one of the greatest things ever!” And it has been for the dealership. “It really takes the gamification of motorcycling to the next level.” The current iteration is called Squad Wars and anyone can download the app for Android or Apple at https://www.squadwars.ca “You sign up and you can do missions or challenges — basically, go on rides and take pictures of yourself on rides. Where Game of Barnes was kind of single player, Squad Wars is team based and it has taken on a life of its own.”

The friendly rivalry has a serious underlying benefit for all the dealers playing the game, explains Barnes. “We would see trade-ins come in with 3,000 kilometers on them — you will have to do the conversion into miles for our U.S. friends, but basically there was very little usage on these bikes. I’d ask them about it and they would say, ‘Well, you know, I just didn’t really connect the HOG Chapter, I didn’t have anybody to ride with, I don’t use it so I’m selling my bike. This was a real shame.” However, it was also the sort of situation for Brian to game the system with Game Of Barnes. “So this kind of gives an opportunity for people to use the product that we’re selling to them. Last year, over 150,000 kilometers were ridden by our game players trying to meet the challenges.” Giving more customers a reason to ride more kilometers… what a concept! This is a perfect bridge between Harley-Davidson’s past being out there riding with friends and family, and the future generations doing things with apps. What else can you tell us about how people are engaging?

“My family’s dealerships are all on the West Coast, basically, British Columbia and Alberta. But we actually had some dealers who were really good friends within the Province of Ontario, the Blackbridge group and Rocky’s Harley-Davison. So we shared the app with them. Now they’ve got their squads on the East Coast of Canada. And we’ve got our squads on the West Coast.”

“Through the years, we’ve had about 500 people per season — we kind of run seasons like TV — and we are on our fourth season now, and the feedback has been overwhelmingly great. People put their lives on hold to do these things because we have some major prizes. Every year, we’ve given away a motorcycle. But one of the biggest pieces of feedback has been, “hey, this is great. I can do this on our own, but I’d really like to share this experience with my family and friends.” That was when Game Of Barnes shifted from the single player mode to the Squad Wars multiplayer mode and the whole East vs. West competition. All well and good for some Canadian dealers playing across provincial lines but how does this work for a Stateside Dealer who may know how to do an occasional email, or may have a smartphone, but isn’t about to tackle computer coding? Can you really create an app for your store? “You can do it from scratch if you want. But the easiest way is to go into the app store, find an app that you like and just reach out to the developer. Say, ‘Hey, this is what we’re thinking about doing.’ We have had a few great development partners along the way, and it’s just been awesome.” The developers are amazed to find just how engaged the motorcycle people are. Continued on page 22

JULY 2021

Continued from page 21

“They will tell you that Squad Wars users are much more engaged than say NBA fans are. And it’s not just our customers, Squad Wars is open for everybody. You don’t have to ride a Harley…we open it up to everybody.” It isn’t just fun and games on the digital side for the Barnes Garage family of dealerships, though. Even though it is ostensibly a Dealer Spike site, Brian has hot-rodded his digital presence considerably. The navigation in particular differs from the standard package. “We’ve always looked at Apple as the most straightforward website and modeled things after that. I used to do it, but my marketing team is much more savvy at those types of things now than I am. They have really taken it to the next level, for sure. But it is still based on a design that I came up with seven, eight years ago.” Barnes was also an early adopter of the online chat feature. “We’ve used chat for a number of years, and it used to be our absolute number one lead source. However, what we found is that customers are shifting away from chat and going to text. If you are on our website, you can text us directly, or you can use the chat bot — it all goes to our sales people in our BDC. But I think that customers really like having the option to text directly, basically the same thing, but text is now our number one lead generator. We pride ourselves in 24-hour, seven day a week service through our chat.” However BDC is only a link in the chain. “I look at a BDC very much as a greeter/receptionist, getting that customer to the right person, whether that’s a parts person, whether that’s a motorcycle salesperson, or a tech/service writer type.” You may not want to start the Game Of Barnes in your shop, but do yourself a favor and go to the Barnes HarleyDavidson website. It is quite simply, brilliant. This is what motorcycle retailing should look like in the digital age!

SPEAKING OF LEAD GENERATION…

here do leads come from in the digital age? What has been the most productive source of customers outside of Squad Wars?

“Facebook Marketplace has been absolutely great for us! However, our website is still number one and things like AutoTrader. Our lead sources may be named a little bit differently than in America, but you get the idea.” The real trick is to narrow the focus, Barnes believes. “Facebook marketplace has been huge for us over the past 18 months, as well as our website. Pretty much everything we do is digital. Everything is online. We still do have some events at the store, but about 99% of our budget is spent digitally.” “What I find is that a lot of the leads that come from our website have dealt with us before. They’re familiar with a website, they’re familiar with the value that we bring, and they might already have a relationship with us. Whereas if it’s Facebook marketplace, or Craigslist, or something like that, those are great lead sources. However, they are usually somebody that has not heard about us and doesn’t have a relationship with us. It just takes a little bit longer to work those types of leads.” How do you convert more digital leads to sales? “It’s always about the basics, right? If it’s a digital lead, treat them just as you would if somebody is walking into your showroom, or phoning you —they are not a second class lead source! Internet and phone are now the first class leads so treat them that way. The other thing is to measure everything! Your response time is absolutely key. “If it’s taking you 24 hours, or even one hour, to get back to one of these digital lead sources, they are already on your competitor’s website, they already called your competitors and shopped your competitor’s Facebook Marketplace. Your response time needs to be pretty much instant — we used to have a 1- hour rule, we’ve dropped that down to a 15-minute rule… And I know that a few Dealers will be laughing at 15 minutes being too long. So it has to be instant.

“It’s different. And it’s not easy. But one thing that’s great is that we have so many young people coming into our industry, whether they’re parts people, general merchandise or motorcycle sales people they really get this technology. So hire young… and listen to them. They will teach you a lot. So what is the Social Media silver bullet? Is it Instagram? Is it Facebook? Snapchat, or something else that’s going on? What are the most important social programs? “I suggest picking your favorite two and doing a really, really good job of it. I see so many times people are trying to be on LinkedIn and Facebook and Instagram and let’s do TikTok — just pick two that you like that your customers go to, and, and do them really well. For us, based on our demographic, that’s both Facebook and Instagram. But honestly, I see a lot of dealers spending a lot of time, energy and money on Social ± maybe too much. I think social media is kind of the icing on the cake, you’re going to get better results by really having your Google AdWords and SEO dialed in rather than playing on social media all day.” The power of the Internet has definitely changed the playing field according to Barnes. “As a retailer, you now own a radio station, you now own a TV channel… we’re now media companies. Right? And the more of those channels that you do, the more content that you have to create, and it can be an absolute black hole!” My marketing manager has a really healthy mindset, and he just leads the way. The trick is to surround yourself with good people.” Social media is a weird and wacky place… ever get trolled? “Oh yeah! All the time!” So how do you deal with it? “As politely as you possibly can, always apologetically, knowing full well that you’re not going to please everybody and then some people just have an axe to grind. We get that a lot. We’re the biggest dealer group in Canada and not everybody agrees with that. A lot of customers feel that we may be too corporate. So yes, we do get trolled. It’s just part of the game. You just mentioned search engine optimization, SEO. What is your approach with that? How do you stay on top of the key words, the hash tagging, and all the other backend elements? “I used to do it myself. Back in 2000- 2010, I managed all that myself. And that was okay at that time because there wasn’t any other dealer in Canada really doing much with it. I could make a lot of mistakes. Right now, we can’t afford to make any mistakes. So we outsource that to two SEM and SEO professionals. “The biggest thing though, if you’re going to outsource, you gotta keep them honest. There’s a few companies out there that are not good players; they will send you all kinds of statistics that are of their own making. If you’re outsourcing, when you sign a contract, make sure that you have that in there that you want the data directly from Google. If they put it into their own spreadsheet,

and it’s nice, it’s got their logo on it, don’t accept it, they’re pumping their numbers. If they’re not showing you the raw data from Google, and the key words that they’re using, you can get yourself in trouble. The other thing is, you can really get yourself in trouble around DATs. Nobody’s wanting to advertise outside of their DAT but maybe they don’t quite understand the rules that we have to follow and these outsourced companies can hurt you that way. What’s your position on Pay Per Click ads? “Use it sparingly and don’t get caught in a bidding war. Pay to click isn’t necessarily bad, but if you’ve got pay to click ads, your competitors are clicking them. And they will pump your bill up. The other thing is, Google is always an auction, right? And a lot of search engines are just an auction. So if I’m purchasing a keyword, and somebody in the next DAT is purchasing that same keyword, it’s going to get into a bit of a bidding war.” What are some rough percentages of what you spend and where? “That’s a good question. I need to get that pie chart out. Probably 40% is spent on our website and its maintenance. Probably another 30-40% is spent on SEO and SEM, and then we do some social media pay to click ads, Google as well. Then maybe 5%-10% of our total budget is spent on events and stuff like that. We don’t do anything traditional as far as newspapers or radio… nothing like that. If you can’t click it, and I can’t see the data, then we don’t do it.” You can’t click it. You don’t pick it.

JULY 2021

A LASTING LEGACY

ow do you build the biggest Harley dealer operation in the country? One person at a time, says Barnes. “I wish I could tell you it was all about me, but it’s not. One of the things I pride myself on is building a great team, hiring the right people, developing people and growing your people.” Easier said than done. Things may be different in Canada, but finding techs seems to be a common problem. In fact, finding, attracting, developing and retaining top talent in every department seems to be one of the biggest issues facing a Dealer principal these days. Barnes suggests picking people, not filling positions. “Honestly, grow your own people. You are looking for characters, character traits.” Barnes believes you can coach them to excel in a role but you have to start with the underlying character. “We all kind of know those character traits, if the person’s friendly, if they’re outgoing. If they listen more than they talk… all of those things. Then have a development plan, have a training plan, and grow your people. “If you are looking to steal people from other Harley dealers or your competitor, you’re just going to get bad habits, and you’re going to create a bad culture. But if you develop your own people and grow them — whether they came from another industry, or just graduated high school, you get a lot of people that are team members for life. You can take them from say washing a motorcycle, to sky’s the limit. One of my general managers started as a lot guy, and he’s now the GM. That is ultimately the dream and goal. You have to develop people; you have to invest in people.” With the right people comes the right shopping experience. For a pre-owned, Barnes provides the Carfax, a proprietary inspection checklist, and a condition report online…. And ship it directly to the buyers home, anywhere… and offer a money-back guarantee? What was going on in your mind when you came up with this? And what has the response been to this effort?

“Well, the mindset I suppose, is how would my mom want to shop? That drives me a lot. Our pricing is completely transparent. The price you see on our website, the price you see in the showroom is the price you pay, plus taxes. We don’t have any hidden fees and will never hit you for a doc fee or a freight and PDI charge after the fact. Taking it to the next level, a lot of customers really want to shop from home these days. So we provide really good pictures of each motorcycle and good videos of each motorcycle, but pictures and videos can only go so far. So now we’re building a money back guarantee. If you buy a bike from us and it’s not exactly the way you thought it was going to be, or the way we described it, you’re unsatisfied, for whatever reason, we’ll give you your money back. Not a problem. I just want to be able to put my family’s name on it, our stamp on it and say, ‘you can trust us, you can build with us. I think for Harley customers especially it’s all about the relationship. It’s all about trust. And that’s very, very important to us.”

What would you like the Brian Barnes legacy to be? “That I changed lives, that I made a difference in people’s lives, that I built a good team. And I was able to bring people from, say, a $17 an hour wash person all the way up to a general manager that develop people and they were able to buy themselves a home and provide for their families, as well as just offered the best value in the Harley-Davidson marketplace to our customers.” As I reflect on my talks with Brian, I’m filled with optimism for our industry’s future. I’m intrigued by his ideas around the gamification of our sport, and his perspectives on digital marketing. I’m also very interested in how he’s catering to a changing consumer mindset. But what I find most compelling is how he blends forward thinking ideas with rock solid, old school values, like developing your own people and growing your own superstars. I think far too often businesses treat employees as cheap, expendable commodities, and they are most definitely not. I like his approach to full transparency. I really like how he talks about how he wants his stores to sell as if they’re selling to his mom. And I admire the fact that he’s putting his family’s name on their purchase guarantees. But what I appreciated most is that he’s creating opportunities for his people to help themselves.

1-800-665-3121

www.barneshd.com

Photos courtesy Harley-Davidson

PUTTING THE “SPORT” BACK IN SPORTSTER The King Is Dead, Long Live The King?

ccording to The Motor Company, a new chapter has opened in Harley-Davidson’s longest-running family, powered by the all-new Revolution Max 1250T. “To call it the ultimate Sportster is an understatement. A legacy born in 1957, when the KH was replaced by the XL, the Sportster has inspired racers, builders and riders for generations. Today Sportster is reborn: delivering on a new promise of performance in a way only Harley-Davidson can do.” “The Sportster S is the next all-new motorcycle built on the Revolution Max platform and sets a new performance standard for the Sportster line,” said Jochen Zeitz, chairman, president and CEO, Harley-Davidson. “This is a next generation Sportster defined by power, performance, technology and style. And it’s part of our commitment to introduce motorcycles that align with our strategy to increase desirability and to drive the legacy of Harley-Davidson.” Believe the hype? “The Harley-Davidson® Sportster® S model is an all-new sport custom motorcycle designed to deliver a thrilling riding experience and ushers in a new era of Sportster performance. A 121-horsepower Revolution® Max 1250T V-Twin engine puts the Sportster S rider in command of unrelenting, on-demand torque. A taut, lightweight chassis and premium suspension deliver responsive, intuitive handling. From stop light to stop light, and corner to corner, the Sportster S model

offers riders extraordinary power and performance and creates a new standard for the most enduring Harley-Davidson model.” “Every visual design element of the Sportster S model is an expression of the motorcycle’s raw power,” added Brad Richards, Harley-Davidson VP of styling and design. “This is a wolf in wolf’s clothing.”

Beauty may be in the eye-of the beholder, but the Sportster S specs speak for themselves. Motivation comes from the new Revolution Max 1250T engine shared with the recently revealed Pan America ADV platform. Harley says the liquid-cooled V-Twin has been tuned to make tremendous torque at low RPM, with a torque curve that stays flat through the powerband: • Displacement 1250cc • Bore x Stroke: 4.13 in. (105 mm) x 2.83 in (72 mm) • 121 horsepower • 94 ft. lbs. peak torque • Peak 9500 RPM • Compression Ratio 12:1 The Revolution Max 1250T found in the Sportster S features these key differences from the Pan Am powerplant: • Cylinder heads have smaller valves and port dimensions, and a different combustion chamber shape, which increases the velocity of flow through the combustion chambers at lower RPM and increases torque output at low and midrange RPM (providing up to 10% more torque from 3000 to 6000 RPM). • Pistons are shaped to match the combustion chamber dimensions of the cylinder heads. • The length and shape of the intake velocity stacks, combined with the airbox volume, are tuned to maximize performance across the engine speed range. • The camshaft profiles and Variable Valve Timing (VVT) phasing are also designed to match the desired performance of this engine. A 2021 model, the Sportster S will reach Harley-Davidson dealers this fall with a base MSRP of $14,999. Does this price point and hot rod motor really hearken back to the original Sportster concept? More importantly is this something the dealers and their customers will embrace?

FROM EVOLUTION TO REVOLUTION Win Some, You Lose Some…

o company in the powersports industry is under more scrutiny than The Motor Company. Harley-Davidson’s dealers are up in arms about their franchise agreements apparently being changed arbitrarily and it is no secret Juneau has been trying to eliminate “under-performing” retailers. But who defines which stores keep their franchise? Meanwhile their “loyal” fan base hasn’t seemed to agree with the model mix in years (remember when the Dyna was discontinued?). Launch of the LiveWire as a stand-alone brand modeled after Tesla was still fresh when a week later Harley introduced the replacement to the venerated Sportster… or would have if the global reveal didn’t glitch out for many global viewers. Instead of seeing Jochen Zeitz riding in Scotland much of the global audience saw a rerun of Jason Momoa and the Pan-Am video. However about 45 minutes later, the faithful were finally rewarded with the video and the website went live with the specs. Stay tuned… and tune into the 14-minute teaser that glitched out of the global reveal on July 13: https://www.youtube.com/watch?v=QCoQ2PjdLJA

JULY 2021

Continued from page 25

WHAT THEY SAID The new bike marks a remarkable leap forward in engineering, not to mention a dramatic departure from the visual bits and bobs that have come to define what most enthusiasts identify as a Sportster. It’s a seemingly small addition, that uppercase S, but a telling signal of how HarleyDavidson is addressing its future—one that also happens to include counterintuitively nostalgic racing efforts with baggers reverse-engineered to corner with 54-degree lean angles, not to mention a lifestyle sub-brand dedicated to electrification… While the march of progress doesn’t make the loss of those classic Sportster lines sting any less, the bid for relevance, performance, and reliability sure makes a compelling case for reinvention. ~ Basem Wasef, Bike EXIF It’s a completely new motorcycle that has almost zero in common with the outgoing Sportster, but the design and engineering teams knew (along with everybody else on the planet) that they needed to retain some Sportster character… It’s a shame they mostly kept some of the worst Sportster characteristics, but there it is: There’s not enough wheel travel out back, and forward foot controls are not as good for most people…I only rode the bike for one day, so don’t hold me to this. But I think the Revolution Max might not just be my favorite Harley engine, it might be my new favorite motorcycle engine. And the rest of the new Sportster S isn’t far off the pace, including its standard cruise control. I take back all the nasty things I’ve said about lame Sportsters over the years. This one makes up for all of them, and it only took H-D 30-some years to get it right. ~ John Burns, Motorcycle.com The Competition: The Indian Scout is the obvious benchmark here as a liquid-cooled, fat-tired, 100-horsepower middleweight cruiser made in the United States. The Sportster S brings 20 more horsepower with 60 pounds off the Scout’s curb weight, although the Indian is about $3,000 cheaper. Harley shortens that price gap with the S’s advanced electronics and the rowdy Revolution Max. Other contenders include the Honda Rebel 1100 ($9,299) and maybe some Eurobikes, like the Ducati X Diavel or the Triumph Bobber. More Sportsters will follow because Harley understands, as the automotive world has shown time and time again, that a legacy nameplate is priceless, even if the sequels are multiple degrees of separation from the source. ~ Andy Greaser, Common Tread An era ended at iconic American motorcycle maker Harley-Davidson on Tuesday, but as happens so often, a new and hopefully better chapter also began. Bottom line: This is arguably a return to form for the Sportster, which was originally added to the lineup way back in 1957 as a leaner, meaner, faster and more sporting alternative to the larger, heavier and more expensive cruisers. Over time, the big bikes received most of the tech updates and performance boosts; now, that trend has come full circle as it were with the new Sportster S. ~ Bill Roberson, Forbes

Dealernews Research By Dr. Paul Leinberger

IT IS GO TIME!

Put the Hammer Down – Now!

t’s July – mid-summer – and the beginning of the second half of the year. OHV sales continue at torrid pace, dirtbikes remain red hot and even Q1 new unit scooter sales were up 34/6% compared to the same period in 2020. Although supply chain issues would indicate the contrary, many commentators are predicting doubledigit growth will continue. Back in April, I suggested that we were at “an inflection point,” poised for either an extended period of growth or about to head into “a decade of disappointing growth outcomes” as the World Bank posited. I also suggested that we would know which way we were headed by monitoring consumer optimism numbers, tracking the unemployment rate, following changes in COVID patterns, and of course, matching those numbers against your own core business results.

So where are we? Gallup, the nation’s best known consumer pollster, recently (July 7, 2021) reported that the percentage of Americans who consider their lives as “thriving” reached an all-time high of 59.2%. (Gallup classifies respondents as “thriving,” “struggling,” or “suffering,” according to how they rate their current and future lives on a ladder scale with steps numbered from 0 to 10). By comparison, during the initial stages of the pandemic, the “thriving” percentage plunged to 46.4% (April 2020), tying the record low last measured during the Great Recession (2008). Meanwhile, the unemployment rate in June hit its lowest level since March 2020. The number of people filing for unemployment insurance dropped to 364,000 (seasonally adjusted) during the week ending July 3, 2021. The Atlanta Federal Reserve’s GDPNow model (as of July 9, 2021) expects that the U.S. gross domestic product for the second quarter will be 7.9%, the highest growth we have seen in decades. And the Congressional Budget Office predicts the economy will grow by 6.7% for the year, after adjusting for inflation. That would be the fastest annual growth since 1984. Finally, COVID cases “appear to be rising” (The New York Times, July 9, 2021) although “infections in the United States have plateaued at their lowest levels since early in the pandemic.” The highly contagious Delta variant could spell trouble ahead, but for the moment it is enough to closely monitor the situation. What does it all add up to and what does it mean for you? To cut to the chase: You may NEVER see a better time than now. An American renaissance has begun. It is time to put the hammer down and pull out all the stops. Name your cliché. It is time to invoke it. Sell and service like there is no tomorrow. Do whatever it takes to sell more bikes and provide world-class service to keep ‘em coming back. Beyond strong consumer confidence, low unemployment numbers and a strong economy, three trends are coming together to create a unique opportunity for the powersports industry. First, a historic rebalancing between cities and suburbs is taking place. For the past decade or so, Americans have been moving to the suburbs and to more rural places. In the beginning it was to escape rising crime and poor schools, but the pandemic accelerated the trend as Americans sought more space between each other and more “room to breathe.” Second, the pandemic disrupted old patterns and old ways of doing things. Americans discovered new ways of working and living their daily lives. This has triggered a growing interest in trying new things and doing things differently. For example, a record-breaking 4.4 million new businesses were started in 2020 and in the first quarter of 2021, U.S. start-ups raised $69 billion, 41% more than the previous record in 2018. Americans want change – and that doesn’t happen very often.

Third, COVID taught Americans that life is short. The pandemic forced Americans to stay home, and lo and behold, they discovered they liked it. They liked not having the daily commute. They liked having dinner at home and loved playing with their kids. They learned to work from home despite the agony of too many Zoom meetings. The work-life balance struggle disappeared. And they learned how wonderful it is to be close to their loved ones. Americans don’t want to go back to the way it was. They want to live in new places, try new things and maintain their newfound work-life balance. They want to sustain and build on their new way of life…

Here is where powersports come in. Want more room to breathe? Buy a powersports product. Want to maintain your newfound work-life balance? Buy a powersports product. Want to try something new that will support your new way of living? Buy a powersports product! Our industry has the perfect products for this extraordinary coming together of three important social trends. Powersports vehicles are not just the perfect social distancing machines. They are the perfect machines for the way Americans want to live their lives now, in the post-pandemic world. Don’t let this unique moment in history pass you by. It may never come again. Americans want what you are selling. So put the hammer down – now!

A perennial keynote speaker for the Motorcycle Industry Council's annual Communications Symposium, Dr. Paul Leinberger has become the powersports industry's de facto futurist/strategist. Dr. Leinberger is an expert in market/brand strategy and research with more than two decades of social trend forecasting, market strategy and strategic planning. Prior to joining TTD, he was Senior VP of GfK NOP, where he ran the company’s flagship consumer trend services, Roper Reports, as well as the company’s groundbreaking Global Visual Database. His client list reads like a Who’s Who of corporate America: Hewlett-Packard, Apple, Disney, Nordstrom, Microsoft, Levi Strauss, E.& J. Gallo Winery and Toyota, among many others. Prior to his global responsibilities at GfK NOP, Dr. Leinberger was the Corporate Manager in the Product Planning and Market Strategy department at Nissan North America. Dr. Leinberger holds a Ph.D. in organizational and social psychology and a Masters of Urban Planning (Highest Honors). He lives in Irvine, California, and his work can be seen at www.dennyleinbergerstrategy.com JULY 2021 31

Dealernews Research By Lenny Sims

BY THE BOOK

J.D. Power Market Insights

ummer is in full swing and demand for motorcycles and side-by-sides remains red-hot. Supply chain SNAFUs mean new bikes and side-by-sides are still hard to come by. Meanwhile buyers are paying historically high prices for any vehicles that do make it onto the market. There are some misgivings that the customers may go back to concerts and ball games with COVID closures coming to an end, but in the short term, dealers can make hay while the sun shines. Motorcycle pricing in the first half of 2021 is running well ahead of the same period of last year. The most recent 10 model years of cruisers averaging 11.4% higher. Sportbikes are performing even better than cruisers, averaging 13.6% higher through the end of Q2, 2021.

Side-by-sides also continue to widen the gap over last year in both the sport and utility sectors. In fact, utility models brought in 24.5% more money per unit over the prior year. While not quite as spectacular, Sport UTV models averaged 17.9% more than they did in the first half of 2020. Where do we go from here? The market will continue to favor sellers as long as parts shortages continue to limit production… and consumers have cash to spend. There are some concerns that with people going back to work they will have less time for the powersports toys and the lack of stimulus checks could soften the market as well. However, we don’t see the current dynamic changing through peak season and possibly well into the 4th quarter at least. Bottom line: The heat is on! It remains a seller’s market for any dealer fortunate enough to have inventory.

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

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

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Motorcycle & Powersports Market Update July 2021 “July normally marks the peak of both summer temperatures and Powersports prices, and this year appears to be no different. What is unique is that this peak in values comes on top of the past 18 months’ worth of steady increases in prices, though we are beginning to see signs that the pandemic fueled rise in values may be cresting.” – Scott Yarbrough, Senior Analyst, Motorcycle & Powersports

June to July Average Segment Change in Value 6.0%

5.0%

4.0%

3.5%

4.0%

3.0%

3.0% 2.0% 1.0% 0.0%

1.0%

0.5% 0.3%

0.5% 0.1%

0.1%

-1.0% -2.0% -3.0%

-3.1%

-4.0%

•

Jet Boats, Scooters, and Personal Watercraft are our hottest segments this month. All three of these segments have two things in common; they see their strongest demand when the weather is warm, and they are popular rental units at vacation destinations. The Off-Road segments continue to see exceptional demand with the Dirt Bikes up 3.5% and Utility Vehicles up 3.0%.

•

The on-road motorcycle segments are where we are seeing the first signs of prices softening. Both Cruisers and Street Bikes are up half a percent or less, while Dual Sports have barely changed in value at all. This may be the beginning of the end of our current “overheated” market conditions. In addition to the softening prices, several dealers have told us they have recently seen retail demand lessening as well.

BLACK BOOK SPECIALTY MARKET INSIGHTS Motorcycle & Powersports Market Update July 2021

fter setting another record month in June, the song remains the same for July. “In what is becoming a regular occurrence, powersports vehicle values continue to set records month after month,” noted Black Book’s Scott Yarbrough, Senior Analyst, Motorcycle & Powersports. “Just like last month, all segments except Snowmobiles are up by amounts ranging from healthy to eye-popping. Demand continues to far outpace supply for both new and used vehicles.” “July normally marks the peak of both summer temperatures and powersports prices, and this year appears to be no different,” Yarbrough adds. “What is unique is that this peak in values comes on top of the past 18 months’ worth of steady increases in prices, though we are beginning to see signs that the pandemic fueled rise in values may be cresting.” In powersports, the industry’s biggest gainers in June were the Utility, up 4.4%, followed closely by On/Off Road up 3.9%, and Jet Boat and Watercraft both at 3.3%. Interestingly, in the adjacent RV market, average selling price for an RV was $64,474, up $1,507 (2.3%) from the previous month. By comparison, one year ago, the average RV selling price was $36,470!

June To July Average Segment Change In Value Jet Boats, Scooters and Personal Watercraft are Black Book’s hottest segments this month. All three of these segments have two things in common; they see their strongest demand when the weather is warm, and they are popular rental units at vacation destinations. Meanwhile, the Off-Road segments continue to see exceptional demand with the Dirt Bikes up 3.5% and Utility Vehicles up 3.0%. The on-road motorcycle segments are where we are seeing the first signs of prices softening. Both Cruisers and Street Bikes are up half a percent or less, while Dual Sports have barely changed in value at all. “This may be the beginning of the end of our current ‘overheated’ market conditions. In addition to the softening prices, several Dealers have told us they have recently seen retail demand lessening as well,” he notes. Segment Spotlights & Industry News The Cruiser segment is following last year’s valuation trends pretty closely at this point. The biggest difference is from the initial shock the coronavirus caused, reflected in the sharp drop in values last spring that was not present this year. “We have seen a drop in demand and values that may be a sign the pandemic market is finally starting to end,” Yarbrough notes.

The Motorcycle Industry Council (MIC) Retail Sales Reporting system, which tallies new motorcycle retail sales from 14 leading manufacturers, showed a 34.6% increase in Scooter sales for the first quarter of 2021 compared to the same period last year. OffRoad bikes saw a 45.4% increase in new unit retail sales versus the first quarter of 2020. AIMExpo announced that their next show will be held in Las Vegas Jan 19-21, 2022. The show will be co-located with Tucker Powersports annual Dealer event, which had been planned prior to the pandemic. After the past 18 months of virtual meetings, it is safe to say nearly everyone is looking forward to meeting in person again! The powersports Industry is still experiencing shortages of product at nearly all levels. In particular, OEMs are still struggling with supply chain issues which limit new unit shipments. Dealers are being forced to shift that unit demand to the used side, creating shortages in the pre-owned segment as well. Dealers are having to pay retail in several sectors just to have some inventory on the showroom floor. “As we have mentioned numerous times over the past 18 months or so, dirtbikes have been exceptional performers, and continue to increase in value again this month,” concludes Yarbrough. “Other than the negligible drop in prices for March and April, they have increased in value every month since the pandemic began last spring.

JULY 2021

Recreational Vehicles Market Update July 2021

O RVing! Even prior to the pandemic, the RV industry was defying all logic, selling units to Millennials and posting double digit growth year on year. Now the rallying cry is really resonating! In July the average selling price for an RV was $64,474, up $1,507 (2.3%) from the previous month. By comparison, one year ago, the average RV selling price was $36,470! “The values of used RVs sold at wholesale auctions rose across the board once again last month. Consumer demand continues to be red hot, and Dealer inventories remain far below average,” notes Black Book’s Eric Lawrence, Principal Analyst, Specialty Markets. “Auction volumes dropped noticeably last month, which is probably due to the ongoing lack of lender repossessions and Dealers holding on to trade-ins that they would have normally sent to the auction.” Wholesale RV values set all-time records for motorhomes (including Class A, B, and C) in July. Average selling price was $68,623, up $4,149 (6.4%) from the previous month. For Towables (including Travel Trailers and Fifth Wheels) average selling price was $23,176, up $962 (4.3%) from the previous month. One year ago, the average selling price was $17,506.

Industry Highlights According to the RVIA, the total number of RVs shipped in May reached 49,241, the highest amount ever for the month, and an increase of 75% over May 2020, which was still ramping up production after COVID shutdowns. Towables totaled 44,471 units and motorhomes accounted for 4,770. Truck Campers came in at 401 and Folding Camping Trailers reached 624. RV rentals are booming, including dealer-based operations and peer-to-peer sites. Winnebago reported fiscal third quarter revenues of $960 million, up nearly 140% from the same period last year, and 14% higher than last quarter. Gross profit was $169 million and operating income was $102 million. RV Retailer announced the acquisition of dealerships in Wyoming, Georgia, and Indiana, bringing their total to 58. Lazydays purchased Burlington RV Superstore in Sturtevant, Wisconsin, which serves the Chicago and Milwaukee markets. Camping World announced it will be opening two new RV SuperCenters in Ohio, located in Sunbury and Madison. Thor announced third fiscal quarter earnings of nearly $3.5 billion, up 105% over 2020. Statistical Surveys, Inc. reported that April RV registrations came in at 62,301, a record for the month. GO RVing, indeed!

About Black Book Black Book® is best known in the automotive industry for providing timely, independent and precise vehicle pricing information, and is available to industry-qualified users through online subscription products, mobile applications and licensing agreements. Since 1955 Black Book has continuously evolved to ensure that it achieves its goal of delivering mission-critical information to its customers, along with the insight necessary to successfully buy, sell, and lend. Black Book data is published daily by National Auto Research, a Hearst company, and maintains offices in Georgia as well as the Canadian Black Book in Toronto. Contact Black Book 800.554.1026 info@blackbook.com 38 www.blackbook.com

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Dealernews Research By Don Musick

Who’s your The Usual Suspects

recent PC Magazine article evaluated and ranked the top 10 website builders for 2021 by feature set and web platform capabilities (link). From Editor’s Choice to the last man standing, their top ten picks were as follows (click logos for links):

While this selection likely reflects author bias, it’s useful to also examine these companies by client volume. According to HostAdvice.com, the market shares of the top 15 US hosting companies for June 2021 are shown above (Fig 1). While GoDaddy wasn’t their top pick, it is king of the hill when it comes to overall client volume @ 20.16%. Familiar companies like GoDaddy, WIX, SquareSpace and Weebly are well established service providers, but how do they play out with powersports dealers? In our industry, names like Dealer Spike, DX-1 and ARI are also familiar and in recent years the go to providers of choice. But are there others, including any of those mentioned above? A LOOOOONG AND WINDING ROAD! Part of our annual profiling of US & CA powersports dealer networks includes capturing actual dealer website urls (OEM-hosted “landing page” urls are replaced with actual urls). How many? Excluding big box retailers that sell powersports products (e.g. Home Depot & Vector UTV), the providers of over 15,200 website urls had to be determined (out of a pool of 17,371 dealers). One by one! This is where we cut away and come back in two weeks.

When we reached the end of the road, we had identified a total of 358 unique website providers! When ranked by client volume, 80%+ of dealer website volume was accounted for by the top 15 providers. Fig.2 below lists the top 25 providers ranked by client volume.

A couple of things to note in this table. The first gray highlighted row labeled “none” represents those dealers in the pool which do not have websites (12.45%). The second yellow highlighted row, labeled “Other” represents dealers sharing corporate websites or with home grown in-house websites (33.37%). The last notable item is those providers highlighted in blue. Sandhills Global represents multiple web providers that include TractorHouse and MachineryTrader and should be considered collectively (link). The last two columns of the table ignore the “none” and “Other” categories to give percentages and cumulative percentages of providers that are actually providing powersports dealers with websites. Note that only four of the “Usual Suspects” listed above appear in the top 25 providers (red stars) and collectively account for only 7.9% of the total. Continued on page 42

JULY 2021

Continued from page 41 WEB STATE OF THE STATES Aggregating web providers by the States of dealers serviced, results in a profile revealing the strengths and weaknesses of providers geographically. Fig. 3 illustrates this profile for the top 15 providers, which again constitute ~80% of client volume. Although the graph is a little busy, and the legend is top/down smallest to largest in volume, you can clearly see that the dominant players are Dealer Spike, ARI and DX-1. But not always in that order in every State! From Fig. 2 you can see that Dealer Spike and ARI are neck and neck in powersports dealer client base (24.96% and 20.96% of total respectively). With competition this close, it’s not surprising to see reversals in some States. Although Dealer Spike is the dominant player in most states, ARI takes a significant lead in CT, IN, KY, MA, ME, MN, NY, OH and VA. Toss-up States include MD, MI, MS, NH, OK, PA, SD, UT, WI and WV. But ARI doesn’t always take gold or silver. In NE, Equipment Locator takes the gold and in CA DX-1 takes silver. At the bronze level, DX-1 prevails although the more Ag-centric providers Dealer Web Central, TracTru, Equipment Locator and TractorHouse also compete.

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

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5 GOOD REASONS... To Go To AIMExpo

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WHY YOU NEED TO ATTEND AIMEXPO

s the powersports industry sees a rapid increase in participation and double-digit growth in sales, bringing the industry together is more important than ever to help us build on the momentum we have and maximize the opportunity at hand. For our dealers, that means getting in front of aftermarket, distributors and OEMs at the right time of the year to learn about new products and capitalize on show specials for the upcoming season to take advantage of high consumer demand. Taking place over three days, this trade-only event delivers the right products, the best deals and powerful education at the right time of the year.

This is YOUR show, where our $39.9 billion dollar industry gathers as a community to discover, explore and experience the trends and products that shape the marketplace. Learning, growth, profitability and change – it all starts here. We offer you an immersive experience you simply can’t get in a digital setting by providing a platform to engage with colleagues, key exhibitors, distributors, media outlets, and influencers, as well as learn about and discuss the important issues currently facing our industry—in one place, at one time. After a short hiatus due to COVID-19, we are bringing the industry back to Las Vegas where we can collaborate, educate, celebrate, network and have fun! 5 GOOD REASONS WHY AIMExpo is the single most important event for the powersports Industry in North America. It gathers the motorcycling market into one place, at one time… at a time when the entire industry needs to reinvent and reinvigorate itself. AIMExpo offers 5 compelling points: 1) The Show: Everything you need — in one place, at one time – the most efficient way to do business. It’s the one event each year where the entire powersports industry gathers under one roof, at one time. 2) The People: Colleagues, Peers, Thought Leaders, Thought Provokers, Industry Leaders, Influencers,Decision Makers… and You! Brands, retailers, influencers and media who share your values and goals are gathered face-to-face! AIMExpo is your chance to network, build relationships and be inspired by the change-makers and leaders in our industry. 3) The Experience: A reunion of friends, new products discovered, new partnerships found, inspiration for change, tools for growth and, oh yeah, Fun! 4) The Education: Emerging Trends, Best Practices and thought-provoking discussions that can change the way you do business. Change is the operative term… the one thing we learned from the pandemic is that doing things the same way won’t work. 5) The Brands: More than 300 exhibitors bringing you the latest products, services, vehicles, technologies and more for you to discover. It’s a launch event for new brands, new products, new ideas and new companies and you will be first to see it.

TH EXPERIENCE A mix of industry meetings, education, after hours events, and time on the show floor makes for a unique, can’t be missed experience… And did we mention it is Vegas, Baby!?! The powersports industry returns to the one and only Las Vegas in a new show hall. The General Session will expand on the MIC’s efforts to get more riders riding more. As the newly appointed VP of market expansion Cinnamon Kernes well knows, these initiatives will require the entire industry to collaborate and work together in order to accomplish this goal. Having been the GM of AIMExpo and with the team that created the event, Kernes sees the intersection of industry and ridership happening at the trade show and being advanced at the Dealer level (see sidebar).

Of course, all work and no play is not the Vegas way! The industry party and Flat Track racing on Friday. This is your industry and your night to celebrate the people that make it great. The Industry Party is your time to network and hang out with industry leaders, colleagues and peers after hours. BOTTOM LINE After more than two years, the powersports industry is coming together in Las Vegas this January. As popularity and sales of powersports vehicles gain momentum, AIMExpo 2022 is geared towards making the right connections and learning new skills to maintain this momentum and drive ongoing success. Click here for more reasons why you need to be at AIMExpo: https://aimexpousa.com/wp-content/uploads/2021/06/ AIMExpo_Why_Attend_FINAL_DIGITAL.pdf

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RIDE WITH US!

Motorcycle Industry Council Names Cinnamon Kernes VP, Market Expansion

owersports leaders have named industry veteran Cinnamon Kernes the Motorcycle Industry Council’s VP of Market Expansion as MIC builds momentum to get more riders riding more. In this new role, Kernes will lead and develop the multifaceted Ride With Us program. She sees AIMExpo as a key component of completing her now mission. “I couldn’t be more excited to lead our industry’s market expansion effort,” says Kernes. “To share my passion for riding, inspire others and to help ignite that spark that leads to lifelong riders is truly a privilege. We are going to focus on creating broad mainstream awareness and connecting that with hands-on experiences.” This strategy has already commenced with Beta test events at the Comoto RideFest in Dallas and the IMS OUTDOORS kick-off in Sonoma this month. “We have already started working on some new initiatives, including the Ride With Us Moto Intro, which gives potential riders their first taste of motorcycling, but we are just getting started,” she adds. “We can’t wait for our next riders to walk in a Dealer’s door; we must go to them and invite them into our community. We must be EVERYWHERE our next rider is and we must connect with them on an emotional level.” MIC conducted an extensive search for the best possible talent to lead the campaign, reviewing a large number of resumes from highly qualified applicants and interviewing candidates with a six-member committee, who unanimously selected Kernes. The hiring committee included MIC Board Directors Jeff Brown, co-founder and chief administrative

officer of Eagle Rider and Dealernews editor Robin Hartfiel; MIC Dealer Advisory Council Chair Rick Alcon, President and CEO of R&S; Ride With Us marketing team members Joey Lindahl, Polaris senior marketing manager, and Steve Nessl, Yamaha Motorsports marketing manager; and Erik Pritchard, president and CEO of the MIC. “We have worked closely together for several years, so I know Cinnamon is a marketer, evangelist, event guru and collaborator — qualities uniquely qualifying her to continue bringing our market expansion program to life,” notes Pritchard. MIC acquired AIMExpo back in 2015 so Kernes knows better than anyone how the trade show and MIC ridership expansion intersect. “We are excited about where our industry is headed,” Lindahl adds. “Cinnamon is exactly the right person to help turn the curious into lifelong riders.” “On behalf of the Board and the hiring committee, I want to congratulate Cinnamon and offer her our full support in her efforts leading the industry’s market expansion program,” states Brown. “This is a vital role and we are confident she will help get more riders, riding more.” With more than two decades in the powersports industry, Kernes was with the team that launched AIMExpo in 2011. Most recently she served as the Vice President of Marketing and Events for the MIC. In this role, Kernes developed foundational components being currently deployed in the Ride With Us program. “I can’t wait to get more people to Ride With Us,” concludes an elated Kernes.

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By Alisa Clickenger

SOLVING PROBLEMS & BUILDING COMMUNITIES… ONE CUSTOMER AT A TIME

ast week I organized a photo shoot for my second book, Get Started Riding Motorcycles: The Definitive Guide For Women. My photographer is in the D.C. area, and not only did I need to source models, but also equipment, apparel, etc. Not knowing how to get started, I reached out to Kim Harrison of Coleman PowerSports. With two locations in Virginia, I figured her dealerships would be a good place to start. I’d interviewed her for a dealer profile a couple of years ago, and we had kept in touch. Extremely efficient, Harrison made things easy for me and offered up everything I needed despite heading out for vacation the next day. One motorcycle and one CanAm? No problem. A female model who has a few hours to spare on a Monday morning and is a real rider? No problem. Helmets, jackets, pants, boots and gloves to fit three different models? No problem. Her contribution was beyond my wildest expectations, and it solidified my dedication to promote Coleman PowerSports whenever I can. A five-time Dealernews Top 100 winner and two-time cover dealer, Kim knows what it takes to run a successful dealership. Successful dealerships build relationships with their customers and their community. Positioning themselves as a community resource, the dealership becomes the go-to location not just for powersports, but for adjacent offerings. Offering your space to non-riding organizations for meetings intrigues others to ask about your products. Offering staff expertise opens up the powersports

conversation beyond the walls of your brick and mortar. Offering your products as display items as a backdrop for non-related gatherings creates interest and awareness. It keeps your products top of mind for the community and potential customers alike. Successful dealerships go the extra mile for their customers. The warm and fuzzy feeling a customer gets when they know they’ve been well taken care of spreads organically. Customers talk about it with their riding buddies, and on social media. Providing extra information or service facilitates customers envisioning additional products that will help them enjoy their sport more. Extraordinary assistance from your staff keeps those customers coming back for more. Successful dealerships solve problems for their customers. This isn’t just about solving mechanical or fitment problems for your clientele, it’s also about soothing worries, filling gaps in their knowledge, and heading off mechanical problems before they become a big deal. A solved problem can look like a staff member offering to tighten a loose bolt, recommending a product to help them enjoy riding more, or sharing rider-to-rider knowledge that enhances their riding experience. Beyond being a resource, going the extra mile, and solving problems, it comes down to what you want your dealership to be known for. Do you want customers to feel like they’re just a name on a sales slip, or do you want them to feel valued and appreciated for doing business with you? For me, Coleman PowerSports will always be the dealership that solved my problem and helped me feel like a hero. What customer doesn’t want that?

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

For more than 58 years, our goal has been to offer the best selection and to share the powersport lifestyle through brands including Honda, Yamaha, Kawasaki, Suzuki, Ducati, Polaris, Victory, Slingshot, Can-Am and Sea-Doo. Mr. Coleman’s daughter, Kim Harrison is currently our General Manager. She continues to run the company with some of the original philosophies of her father as well as embracing new technology and new ideas to keep the operation on the leading edge as we continue to evolve in our industry. We are always evaluating different products and brands that come into the industry. Our goal is to provide our customers with the best product lines and unparalleled service for another 50+ years.”

ABOUT US

ColemanPowerSports Since 1963

ow do we stay small and sell big? It’s simple: years of experience. At Coleman PowerSports, our mission is to offer you the latest in PowerSports products, at the best prices, and with unparalleled service. We pledge to use our best efforts to make your experience both beneficial and enjoyable. Once you give us a try, we’re sure you’ll be back for more! In June 1963, Cycle Imports opened for business in Arlington, Virginia. It sold Birmingham Small Arms (BSA) motorcycles only. In 1964, it moved to a new location and changed the company name to Cycles Incorporated. The new location offered ten times the floor space, allowing the company to grow by adding big-name franchises and additional product lines through the years 1965 and 1972. The store relocated once more before finally moving to Falls Church, Virginia — its current location — in 1986. This move brought another name change: Coleman PowerSport, which was chosen to better reflect the broad range of products carried. The present location occupies 42,000 square feet, a remarkable comparison to the initial one-man operation in a small 800 square foot facility. We credit this incredible evolution to Mr. Dillard Coleman. He built an organization with as many as 150 employees in peak season, and 80,000 square feet between two locations (Falls Church and Woodbridge). In 1995, with the thought of expanding the Woodbridge location, the company had the luxury of designing and building a dealership from the ground up. In 1996, Coleman PowerSport opened a 38,000 square foot state of the art dealership in Woodbridge. After Mr. Coleman’s retirement in 1999, the two dealerships were sold to POWERride Motorsports, Incorporated, making them part of a larger organization. As a part of the change of ownership, the company name was changed to Coleman PowerSports (with an “s”), as it remains today.

435 S Washington St Falls Church, VA 22046 (703) 237-3400 14105 Telegraph Rd, Woodbridge, VA 22192 (703) 497-1500

www.wherethepoweris.com JULY 2021

PAYDAY!

Making Saturdays Count ®

By Mark Rodgers

THE SALE!

t only comes once a week, you don’t get second chances, and it’s without question the most important day for any motorcycle dealership. Using this time well can be the difference between a great week and a weak week. That day is Saturday. Saturdays are about capacity, energy and the ability to capitalize on impulse. Do you have the mental and physical stamina to maximize your effort? Do your processes support effective Saturday retailing? Does your team have the right chemistry to create synergy and not cynicism? Is your team flexible enough to ride with the turns? Make Saturdays count by following these guidelines: Don’t Schedule Motorcycle Deliveries For Saturday Why not schedule deliveries for Saturday? You want to free capacity for that guy who stumbles in with his friends, sees your most expensive motorcycle on the showroom floor, and says in a trancelike voice, “I must possess this… now!” These are often some of your best sales and most loyal customers. They won’t grind you for price, they won’t grind you for add-ins, they won’t grind you with interminable back and forth negotiations.

So, what’s their motivation? Driving these customers with all the force of a Japanese bullet train is their desire to possess the motorcycle immediately. They want it now, and if you truly want to maximize your money day, you need the capacity to be able to roll the metal for impulse purchases. And, most importantly, this is how buying frenzies can begin. One sale begets another and before you know it, you’re ringing your sales bell more than Willie G signs autographs at a HOG rally. But many dealerships can’t because they’ve filled their money day with previously scheduled deliveries. Why? Because here’s how most motorcycle deliveries are scheduled: Salesperson says to customer, “When do you want to pick up your new motorcycle?” Customer says to salesperson, “Hmmm… how about Saturday?” Salesperson says to management, “He’s got to have it on Saturday.” In addition to the sales capacity limitations mentioned above, Saturday deliveries often shortchange the customer. The salesperson is standing out in the parking lot, away from the action, and is watching the showroom floor teaming with his future commissions, which are going to other salespeople or out the door. With this in mind, your salesperson’s final delivery conversation goes about like this: “Here’s the start button, here are the turn signals. Good luck.” As he throws the keys at the customer, and literally starts running back to the showroom floor, he calls out, “Don’t fall down!” How could you quickly and easily revamp this scenario? When a customer isn’t taking possession of a motorcycle immediately, simply pose this offer: “We’re doing new motorcycle deliveries this week on either Tuesday or Thursday evening. Which of those days would work for you?”

Approximately 85% of your customers will pick one of those days. Sure, you’re going to have a few people who will have to pick up their new unit on Saturday, but you can certainly manage that much more effectively than if everyone has to pick up their bike on Saturday. Be Well Rested Friday night is the worst night for a motorcycle dealership person to, how should I say, socialize. Staying at a Friday night keg party until 2 a.m. is the best way to ensure an awful Saturday at the store. Get your sleep. Get a little exercise. Minimize the electronic noise in your life. Spend some quiet time in the morning and hit the store Saturday ready to give it your all. When the calendar reads Saturday, you’ve got to get people burning gas, so make sure you have the fuel to do so. Be Organized Your work area should be clean, and you shouldn’t have a bunch of calls or e-mails to return. You must come into a clean desk, figuratively and literally, no matter what it takes. Have your business cards ready to go; brochures stocked and ready to hand out; showroom floor in order; bikes clean; and target units identified. You should also know what your bogie is for the day. Do you have to sell two units today or is it three? Do you have to do $3,000 on the counter or is it $4,000? Keep Beverages Up Front Want to upgrade your retail experience for customers? Offer bottles of water. Want to downgrade your retail experience? Offer every beverage under the sun and take forever to get it. Offering a beverage to a motorcycle shopper on Saturday is a great thing to do. Get a mini fridge from an office cheapo store and keep nothing but water in it. It’s easy for you and great for customers. Clean The Restrooms Frequently Nothing turns customers off more than a messy restroom. On busy Saturday’s make sure the trash can is emptied frequently, the counter is clean, and the necessary stuff is stocked. This simple task can make a huge difference in customer perception.

Sell Out Of Stock On Saturday you want to maximize your sales by selling the motorcycles you have in stock and on the showroom floor—don’t go on some wild goose chase looking for another color. Don’t get me wrong: If the person has lived his whole life pining for an orange motorcycle, by all means, do what you can to get it for them. If not, sell the one in stock, and if they love it, you can always do custom paint later. Sales Manager Stays On The Floor To make your processes run smoothly, your sales manager must be available to approve deals, not out back with a customer, not out on a test ride, not in a meeting with the general manager. He or she must be on the floor with pen in hand ready to approve or reconstruct a deal —No exceptions. Eat In Bring lunch from home, pack a couple of protein shakes, get some bags of carrots, or order out for pizza and put it in the break room for a quick slice. This isn’t the day for fine dining; this is a day for all-hands-on-deck; do what you have to do and ring the bell. (I’m pretty sure Saturday’s no time for lunch is how intermittent fasting got started!). Filter Calls Callers asking about basics like hours and directions can take away valuable selling time with customers. Have someone filter calls to keep your top gun salespeople from having to deal with this nonsense. Floor Beats Phone In the world of motorcycle dealership poker hands, floor beats phone. The person who has taken the initiative to get off their Lazy Boy to come and see you is a much higher quality prospect than the person at home who is in essence dialing for dollars. You definitely want to take the incoming phone prospect, you definitely want to handle it professionally, and you definitely want to get the contact information for future follow up. But you want to keep in mind as you juggle your customers and your day that floor beats phone. Tune in next time for more Saturday sales strategies. Until then, go sell something will ya?!

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

JULY 2021

TORROT TURNAROUND New US Distributor - Page 56

ONE GIANT LEAP FOR MOTO-KIND Giant Pushes Into Powersports - Page 56

BMW FUTURE eSCOOTER 75 MPH / 80 Mile Range - Page 57

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TORROT TURNAROUND

“It is great to see Torrot Spain concentrating on kids’ electric motorcycles again to get more new riders on two wheels,” says Central Powersports Distribution (CPD) founder Mark Berg. “Electric for kids has so many advantages, it’s the ultimate first choice!” Torrot Electric Europa has reached an agreement with CPD to distribute and represent Torrot eKids Electric Minicycles and Muvi Electric Scooters in the USA, effective immediately. “Torrot is a long-established manufacturer of 2-wheel solutions with more than 60 years history in the business,” explains John Dixon, new CEO of Torrot. “CPD is exactly the high-quality local representative that Torrot aims to work with. We see a great future for business growth in the US and believe CPD is the right partner to help us achieve success in the American market.” This isn’t Berg’s first experience with the brand — CPD is the same professional sales and support team that originally worked with Torrot Spain, distributing, and managing the GasGas and Torrot brands for the US market in 2017-2019. “We are very excited about this partnership to bring these highquality Electric Motorcycles back to the US Dealer network,” he adds. “We have all seen an extensive growth in popularity over the past couple of years for Electric Kids’ Motorcycles and even Electric Mobility product. Our previous experience with Torrot will be very beneficial, with the team, knowledge and history already in place here in the USA.” The roll-out of this new partnership is just the start for Torrot both in Europe and the USA, with some major initiatives and projects in development for future growth. “Even more excited that they trusted our company Central Powersports Distribution to be the Torrot distributor and aftersales support for the U.S. concludes Berg. “First load bikes are on the way across the ocean now.” For all the electrifying dealer details, click http://www.torrot-usa.com/

ONE GIANT LEAP FOR MOTO-KIND

Giant Pushes Into Powersports Giant Group USA utilized the Progressive International Motorcycle Shows OUTDOORS season opener at Sonoma Raceway to further push into the powersports space. The world’s largest manufacturer of performance bicycles, Giant has been an industry leader in pedal-assist E-bike technology for two decades. John Thompson, General Manager of Giant Group USA, sat down with Dealernews’ columnist Eric Anderson and videographer Cullen Schiffren at Sonoma to explain the roll-out. “Giant Group has been crafting pedal-assist bikes since 1999, longer than any brand in the cycling space,” explains JT. “Our partnerships with Yamaha for motors and Panasonic for batteries create products built to our specific specifications, and, connected with our exclusive firmware and cycling knowhow, make for the most natural pedal performance.” He adds, “As we emerge from the restrictions of COVID-19, the new IMS OUTDOORS show format has allowed Giant to increase our outreach to powersports enthusiasts with a new mobile exhibit trailer that communicates the culture of the Giant brands, from history to financing to the innovative technology that makes Giant the industry leader in Hybrid Cycling Technology.” After the Northern California roll-out event at IMS OUTDOORS in Sonoma, Giant’s new rolling exhibit will make its way across the country to the Chicago, New York and Southern California shows later in the year. All three brands will be represented: Giant, Liv — the only major bicycle brand devoted to female cyclists — and Momentum, a fun, lifestyle and urban mobility brand. See more here: https://www.youtube.com/watch?v=QB5k5NWYjvc

BMW INTRODUCES 75 MPH eSCOOTER

The CE 04 is the latest member of BMW’s all-electric vehicle family, with the company proclaiming that “all future new BMW Motorrad models for urban mobility will be pure electric.” With its electric drive, a forward-looking design and innovative connectivity solutions, BMW states its forthcoming CE 04 scooter will merge transportation and communication functions into a new brand of personal urban mobility.” The new BMW CE 04 is the logical and at the same time rethought continuation of BMW Motorrad’s electromobility strategy,” says Project Manager Florian Römhild. “Urban areas are its element. This is where it sets a new benchmark – in terms of both technology and visual style.” While it may be a micromobility solution, the design brief called for max power. Motivation is provided by a permanent magnet EMP 156

electric motor mounted in the frame between the battery and the rear wheel. The electric motor is liquid-cooled, and the radiator is installed at the front of the vehicle. Maximum output is 42 hp @ 4,900 rpm and 44 lb-ft of torque @ 1,500 rpm. A maximum speed of 75 mph means the CE 04 is ready not only for the city but for highways as well, according to BMW Motorrad. “The new vehicle architecture with flat storage battery in the underbody is what enables the numerous smart solutions that make the CE 04 so distinctive,” adds Clemens Pinnekamp, Project Manager Development BMW CE 04. “The new BMW CE 04 is a practical and forward-looking everyday vehicle for the journey from home to the office or to an evening get-together with friends. In short: it is a perfect vehicle for day-to-day use. BMW Motorrad has worked closely on the design of the ride concept to suit this purpose.” By not following traditional styling, the BMW CE 04 offers a synthesis between the lightness of a scooter and the technology of a motorcycle, concludes Edgar Heinrich, Head of Design BMW Motorrad. “CE 04 is the link between the user’s analogue and digital worlds. It is both a means of transport and a means of communication for the big city commuter. With its forward-looking design thanks to an innovative package, it sets out to redefine the scooter segment.” Charging times for 0 to 100 percent battery capacity, take 4 hours and 20 minutes with the supplied Level 1 (2.3 kW) charging cable. With the optional Level 2 charging cable (6.9 kW) charging time is reduced to just 1 hour and 40 minutes. From 20 to 80 percent, the charging time is just 45 minutes with the Level 2 charging cable. Estimated range is 80 miles. MSRP will be $11,795 when it comes to market in Q1 2022.

CURRENTS+

“We’re very excited to partner with American Flat Track to bring our electric motorbike concept to the racing community,” added Michael Cannavo, SUPER73 Chief Marketing Officer. “SUPER73 exists to bridge the gap between bicycles and motorcycles while offering a clean transportation alternative infused with American motorcycle heritage. We’re honored to be a part of this and excited to see where the momentum takes us.” As part of the 2021 partnership with AFT, SUPER73 has supplied a variety of its electric motorbikes to members of the AFT community, including the SUPER73-Z1, SUPER73-S1 and SUPER73-R. These have been sent to every rider in the Mission SuperTwins presented by S&S Cycle class, while Progressive AFT staff and officials will also use the bikes to navigate each venue during this year’s race schedule.

SHIFTING GEARS E-EDITION

I see Paris, I see France… Former Oakley director of sales, as well as serving a stint at Stance (the underwear outfit) and most recently VP of Global Market Sales & Business Development for Fox Racing Ben Masek is now charging ahead with SUPER73. “As a good friend recently put it... “I guess when you update your LinkedIn and Instagram accounts, it’s official”. So yes, It’s official, I’m excited to share that I’ve started a new role with SUPER73 as VP of Global Sales,” says Masek. “Great brand, great product.... amazing people. Let’s ride!”

AFT TEAMS WITH SUPER73

Progressive American Flat Track has partnered with SUPER73 as the Official Electric Bicycle for the 2021 season. “Flat Track fans don’t just love internal combustion engines,” said Michael Lock, CEO of Progressive AFT. “We are seeing our riders, fans and their families all having a lot of fun on the new generation of e-bikes from SUPER73 and we are delighted to forge a partnership for this season. Every race weekend you can see all of our Mission SuperTwins athletes darting around the paddock on their SUPER73-Z1 e-bikes!” SUPER73 has history with Flat Track. The brand partnered with Roland Sands Designs and joined the Superhooligan tour, taking a fleet of electric motorbikes around the country giving fans their first electric race bike experience. SUPER73 also collaborated with Roland Sands Designs to create two stunning concept bikes, which helped potential customers to realize the massive potential of the SUPER73 platform.

ENERGICA eDEALERNEWS

“I have fully embraced the quality, technology and value of Energica Motorcycles as ‘EONE’ Energica of New England,” says Rob Swartz. After working on motorcycles for the past 35 years, the last 17 as owner of Rob’s Dyno Service in Gardner, Massachusetts, Swartz has done it all from simple service to complete restorations and engine rebuilds from his state of the art facility. So what does a career ICE expert see in Energica? “We see enormous potential for premium electric motorcycles in New England, where we see more and more electric vehicles and EV charging stations virtually every single day,” he explains. “Proof of concept for us is that even in the dead of winter, we sold our first Energica bike – which was also the first RS Version to be sold to a customer in the United States.” Things are now really heating up in the region. “Unquestionably, the next major region in the U.S. to push electric aggressively will be the Northeast, especially New England.” stated Stefano Benatti, CEO, Energica Motor Company Inc. “We know that the adoption of electric cars will also benefit electric motorcycles, especially those, like ours, that can access DC Fast Charging stations and quickly power up for long-distance riding.” In addition to having Dynostar dyno updated specifically for all-electric motorcycle testing, Swartz is onboard with being an eMotorcycle ambassador. As an added convenience, Energica of New England is 100% solar and has public charging stations available for motorcycles and cars. ENERGICA OF NEW ENGLAND 45 Fredette Street Gardner, MA 01440 Phone: 978-895-1195 http://energicaofnewengland.com

more than 20 inches of suspension travel enabling classleading off-road performance. Four inboard electric motors producing more than 400 horsepower. Individually controlled motors and four-wheel steering combine to offer unparalleled maneuverability options.

CHARGE!

Vanderhall Motor Works has opened pre-orders for the muchanticipated Brawley “adventure vehicle” — an all-electric UTV being released as part of the 2022 Vanderhall model line. Prototypes were called the Navarro, but the upspec Brawley™ seems to be what will be making its way into production. Call it what you will, the Vanderhall AWD features four electric motors that allow drivers to maintain control of each wheel. It has an estimated range of over 200 miles on a single charge and features an onboard 6-kilowatt charger. Using DC fast-charging stations, drivers can charge the battery up to 80% capacity within an hour. MSRP will start at $34,950. According to the Utah-based manufacturer, the top-of-theline model variant of the Brawley will have 35-inch tires and

In its final pre-production format, Brawley boasts 404 horsepower and 480 lb-ft of torque. A regenerative braking feature helps maintain handling during deceleration, while putting energy back into the system. The vehicle can seat four adults inside its fully enclosed cabin (equipped with heating and air conditioning for ultimate comfort). A removable roof section allows for additional air flow. Additional highlights include: * Heated Seats * Bluetooth Kicker Sound System * Windshield Wipers * Internal Bypass System * 35” Tires * Four Individually Controlled Electric Motors * 22” Suspension Travel * Four-wheel Steering Vanderhall notes that some of these features may change according to trim level. Additionally, specifications and features are estimated and subject to change. For more details or to become a dealer, visit Vanderhall Motor Works: https://vanderhallusa.com

MOTORCYCLE ELECTRIFICATION Is The Grid Ready For It? By Scot Harden

he conversion to electric vehicles, and motorcycles, in particular, is gaining momentum. It’s certainly been in the news quite a bit lately. It seems like every major OEM has decided it’s about time to get “in the game” one way or another. And make no mistake, electric motorcycles have a lot going for them: impressive power, low operation costs, Zenlike feeling of floating through space. The experience of riding an electric motorcycle is unique, compelling and satisfying. Most importantly, they offer the possibility of reaching a whole new customer base — what could be better than that for the “powersports” market? However, they also face severe challenges to widescale adoption. The “pain” points can be broken down into three areas: range, recharge times and cost. These are all very real issues that electric motorcycles must overcome before they can become mainstream. For some consumers, though, they have already arrived at a state where they make perfect sense from a commuter’s perspective, as a short, exhilarating weekend ride alternative or for those wishing to make a sustainability statement. I’ve watched the latest moves by Harley-Davidson, Zero Motorcycles and others already in the game with interest. From 2010 till 2016, I was VP of Global Marketing for Zero Motorcycles. While at Zero, I heard every argument imaginable against electric vehicles. Some were quite outlandish and spoke more to the negative bias against all things “green” for some, while others had serious merit. One of the oftenmentioned arguments was the energy grid’s capacity to support widespread electric adoption. My answer back then was no problem; most electric vehicles will charge overnight when demand on the grid is at its lowest. It made perfect sense at first blush, but now I am not so sure, and here is why.

Back in April, I attended a town council meeting for a small rural community in northeastern Nevada and listened to a presentation by the local power company. They were there to warn the town managers that starting sometime in 2022, Lake Mead will hit 37% capacity (1075 ft), forcing the Bureau of Reclamation to take immediate and drastic action. Without some form of a miraculously “wet” 2021/22 winter and spring, an El Nino event to end all El Ninos, water output from Lake Mead, and in fact, all points along the Colorado River watershed will be reduced by 40% over the next five years. It will have immediate and drastic consequences for the entire southwest. Their goal is to keep enough water flowing through the system to keep the turbines turning at the bottom of Hoover Dam to keep the flow of electricity at a sustainable level. Today it is already at levels where power output is compromised. The main message for the local community: expect considerable increases in energy costs and water rationing at unprecedented levels. A recent Bloomberg report stated that due to the drought, the power output from Hoover Dam has already fallen 25%, while hydropower within California is down 40% overall. Please keep in mind that hydropower represents about 18% of all power consumed by Californians, so it is significant. What is the number 1 source of electricity in California? Natural Gas at 34% (which doesn’t exactly make the best argument for electric vehicle sustainability but let’s save that argument for another day). This is all coming during an unprecedented period of high temperatures, aging infrastructure and brownouts. Toss in the demands coming from complete electrification of the transportation network, and it’s almost a perfect storm headed our way over the next 5 to 10 years. The 100% electrification goal only works in its current form if you drastically curtail use (the number of miles traveled) or conversely, find other power generation sources. As for generating electricity, unless the current public attitude towards nuclear power is reversed, there is no short-term solution to quickly increasing the available capacity. As much as renewables like wind and solar are touted, they only make up 20% of the available power grid in California (and substantially less nationally). And they are seasonal, and in the case of solar, only generating half the day.

Without a means to produce significantly more electric power, transportation use will have to be controlled. Managing the transition to electric is key. It’s not just a question of producing electricity but storing it as well. To realize that vision, electricity from intermittent sources like wind and solar will need to be stored, probably through battery technology, so that cars can charge overnight or at other times when supply outstrips demand. Most experts agree that a doubling of the current energy grid by 2050 is required to meet the coming need for electrification if only 66% of all vehicles on the road are EVs.

All this will require substantial investment. According to Boston Consulting Group, a model utility with two to three million customers would need to invest between $1,700 and $5,800 in grid upgrades per EV through 2030. Assuming 40 million EVs on the road, that investment could reach $200 billion. According to a report last month by California’s utility regulator, if not managed carefully, the needed investments could saddle consumers with higher energy bills. Another challenge: lower-income customers often can’t afford to make the upfront investment in electric cars, home batteries and rooftop solar systems that could save them money in the long term. Utilities see this as a potential windfall in the years ahead, especially for those utilities that are currently underutilized. This is not an issue at this stage, with EVs only making up 2% of all vehicles registered in the U.S., but that could rapidly change. Suppose investment in infrastructure and the grid overall don’t keep pace with certain lawmakers and politicians’ self-imposed EV conversion mandates? In that case, the only option may be that people may very well not be able to log as many miles as they might otherwise freely choose. The cost and delivery form factors won’t allow it. Hence the reason for the big push for urbanization and, ultimately, in my opinion, the need to somehow curtail or impede “conspicuous” or “frivolous” consumption of energy. Don’t think certain lawmakers and special interest groups aren’t already thinking in these terms. The State of California has mandated that all vehicles be electric by 2035. They have also made statements to the effect that any vehicle used on public land will need to be 100% zero emissions by 2030. If this is the case, unless there is a three or fourfold increase in battery energy density from current levels, you have effectively killed off-road, dual-sport and adventure motorcycle riding as we currently know it. Lithium-ion battery chemistry won’t support the range and power demands, and when is the last time you saw major charging stations located in such remote areas? Continued on page 62

JULY 2021

Continued from page 61

Motorcycle industry leaders will need to be hyper-vigilant to ensure we don’t get legislated or effectively economized out of existence. I mentioned the challenges potentially facing the off-road community regarding zero-emissions vehicles only being allowed access to public lands. Let’s hope the political powers realize that the transition to electric vehicles needs to be carefully and thoughtfully considered. This is particularly true for motorcycles due to the limited real estate available to store batteries. Unlike a Tesla that can store an entire bed of batteries in its chassis to achieve useful range thresholds, a motorcycle only has so much real estate to work with. This is what concerns me most: motorcycles being lumped in with other EVs and the same arguments being made for conversion. And that leads me back to my main argument, the best way to manage the transition is through free-market forces. Let the advantages of electric power sell themselves and give the grid and market time to adjust. This is what the big auto manufacturers in Detroit prefer. We have a great opportunity before us. I have argued from the start that electric-powered vehicles are perfect for everyday use and genuinely make sense from a basic transportation perspective. They would reduce demand for oil and gas and help us cut-back on carbon emissions. We could have the best of both worlds. More electric cars, trucks and motorcycles lower the demand and prices for oil/gas, ultimately helping reserves last longer until even better forms of power are brought to market. Meanwhile, we can continue to exploit current ICE technology, which to its credit has undergone massive improvement from an emissions perspective over the years, to enjoy the best that current ICE technology has to offer. We could find ourselves in the best of all possible worlds if cooler heads prevail. In the meantime, where’s that hydrogen-powered motorcycle? When is that available for a test ride?

AMA Motorcycle Hall of Famer Scot Harden has enjoyed a nearly 40-year career as one of the world’s top off-road racers and compiled a set of records that few can match. From 1971 until his final professional race in 2007 — at the age of 51 — Harden mastered a wide range of off-road disciplines. He also has compiled an impressive executive management resume within the motorcycle industry as a brand builder, race team manager, sales professional and product planner with such companies as Husqvarna, KTM, BMW, Zero Motorcycles and Best in the Desert. Harden also is owner of Harden Offroad, a business consulting practice. He was inducted into the AMA Motorcycle Hall of Fame in 2008. 62

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Personnel Files By Alex Baylon

#GETAJOB!

Reentering The Workforce In A Post Pandemic World

hile it didn’t seem possible just a few months ago, we are collectively moving on from a COVID-closed world. As such, it would seem that the economy would also return to what it was before the pandemic. However, that is not entirely the case. In fact, America is currently in the middle of a very noticeable labor shortage spanning almost every industry – powersports included. Major cities and small towns alike are full of windows with help wanted signs and businesses plagued with overworked staff, shortened hours, and closed drive-thru lanes. So, why aren’t people returning to work? Is it linked to unemployment and government assistance or low wages and unfortunate working conditions... or did we just get lazy? While the labor force remains below pre-pandemic numbers, it is perplexing to understand why exactly. And with both sides of the political spectrum pointing fingers – it is near impossible to come up with a justification that explains the unfulfilled demand for employees across the country. There Are More Jobs Available Than Before COVID By mid-March of this year, the number of job vacancies soared to around 15 million. Despite a drastic uptick in job vacancies, nearly 6.759 million individuals are currently on unemployment and 2.7 million of those on unemployment have been without work for 52 weeks or more. However, as the vaccination rate rises,

businesses affected by the pandemic are making plans for permanent reopening, predicting a great demand for qualified employees ready to get back to work. While workers impacted by the pandemic were busy sending out applications in January and February, job seeker confidence declined quickly as businesses failed to reopen. In turn, many of those without employment found themselves deterred from continuing their search, even though the job market is now oozing with opportunity. Business owners nationwide lament the fact that the generosity of the government — including stimulus check and expanded unemployment payments — is actually preventing people from rejoining the workforce. With the upcoming child tax credit payments, businesses fear the trend of people choosing to remain unemployed. On the other hand, there are plenty of justifiable reasons motivating workers to hang back. Government Benefits & Poor Working Conditions: Many Americans attribute the massive number of jobless individuals to a combination of unemployment, stimulus and other government payments. Many unemployed are being branded as lazy. However, the reason for their reluctance to return to work is more likely linked to the fact that many families are earning more from said benefits than they ever made at work. This problem emanates more from poor working conditions than anything else and should be corrected internally to bring workers back willingly. Ongoing Concerns About The Coronavirus: While the vaccination rate is rising steadily, the threat of the Coronavirus is not yet over. From ongoing effects in those who contracted COVID to an everlasting fear of coming down with the virus, the world’s confidence is understandably compromised. The recent presidential campaign only served to mobilize this fear, and now the variants are dominating headlines. Childcare: Due to widespread closures of various businesses — daycares and schools included — many American families currently find themselves struggling to find reliable childcare so that they might return to work. Whether it be due to the lack of open daycares and schools or the inability to afford childcare costs – the fact remains that many children need their parents at home. With the child tax care credit payments starting in July however, parents might finally be able to afford dependable care. Remote Learning: The shift to remote learning only increased the demand for American parents to be present and ensure our children are still receiving a decent education despite the circumstances. Luckily, however, with many schools returning to normal, this should free up the schedules of Americans nationwide, allowing them to return to work.

Other Family Obligations: With 33.5 million total cases of COVID in the US since early last year, this pandemic definitely affected everyone, with many having to care for sick family members. Unfortunately, the Coronavirus has been seen to cause long-term effects including fatigue, joint pain, brain fog and lung problems. As such, many American families are left to deal with these COVID-19 “long haulers” requiring ongoing care and attention in the elderly or immunocompromised. In turn, many families find themselves busy trying to keep their impacted family members comfortable. Unemployment Within The Powersports Industry: The Coronavirus left millions without jobs in all industries – and the powersports industry was not immune. In fact,

the pandemic left thousands of employees without a paycheck altogether. The lack of people applying is not only a powersports industry problem. It’s affecting every business. Techs are always in short supply, but with the new unit inventory issues, more older vehicles are in service, driving the need for wrench-spinners to record levels. With businesses reopened, now is the time for qualified motorcycle professionals to get back to work! From motorcycle mechanics to e-commerce jobs, thousands of job opportunities can be found online, right from the convenience of your home. Ultimately, getting back to work helps us all.

MIJ Industry #PROfiles

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

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

JULY 2021

Confessions Of A Customer® By Eric Anderson

SELLING THE ART OF THE MOTORCYCLE Prove Me Wrong!

coring my used bike purchases vs. my new bike purchases ends up in an 8:1 ratio. Fortunately for dealers, I am NOT the market. I am one of those “old white guys” who has been around since dirt was new and I love working on motorcycles, ATVs or UTVs as therapy as much as I do riding them. You know the lifestyle — the one which is almost defunct now. Perhaps you “think” DIY is alive and well after watching the HGTV channel, but that is because you surround yourself with like-minded people involved in like-moto activities. It is a self-fulfilling prophecy. The ugly truth is nobody under the age of 45 turns a wrench or works on their own machines. If you know some younger riders who do —besides your trained wrenches — please speak up and prove me wrong! I would love that. With people clamoring to put their butts on a postpandemic powersports seat, it is no wonder service departments are backlogged for weeks to do oil changes, tune ups and repairs on their customers’ vehicles. New

units are hard to come by right now — as we all know — so those used machines are coming out of the darkness with dusted-off cobwebs helping to fuel a new surge in the used, vintage and “custom” motorcycle markets. Watch! There may even be a resurgence of the hipsterdriven DIY ’70s moto-movement should there be any Honda CB350s and old Triumph Trophies still left lying around. Prices and values are going up just like real estate, so consider your “investment” in older motorcycles a good one. They could be considered just old or collector’s items. And on that note, what is “old” to some is “collectible” to another. One man’s trash is another man’s treasure just like those HGTV home remodeling shows proven and inspired by This Old House now in its 42nd season! Why should powersports products be any different? The distinctions here border on what we call junk… or art. Like the Guggenheim exhibit which toured the country back in the ’90s, motorcycles are approaching something of a cult status in America by being the icon of cool, affordable and easy-to-park, plus being synonymous with adventure. Riding one is perceived as an expression of one’s soul — not simply a mechanical horse, but a wind-in-the-face, rolling, mobile virtuosity. Hollywood has traditionally never done our industry any favors with perhaps the exception of the World’s Fastest Indian which technically was NOT about motorcycles. It was the story of a man, Burt Munroe, who fell in love with an artful dream… which just so happened to involve old motorcycle parts, a love for pushing the envelope in life along with a substantial dose of speed addiction. Isn’t that what we all want anyway — an exciting life of exploration and discovery? It is not about the machine itself — it is about what, where and how it moves you… artfully speaking! Now, how can you position your dealership business for the new surge which is already upon us? Note the MIC’s “Ride With Us” campaign is on the verge of launching with the goal of having more riders riding more often — new riders to be inspired alongside current riders putting on more miles. Renaissance! Re-engagement! Re-boot! Refresh! What a concept! If it has the success of stirring souls, like we all want it to have, it will become the new boon-mantra like “Go RVing” was for the motorhome and trailer business. These are two lifestyle industries speaking to the emotions of prospective customers — not the technical specifications of the latest Palazzo Megacoach or Belchfire 1000 to hit the market. Emotions over Specifications! Get it? Can you sell emotional engagement, passionate excitement, a yearning for adventure, new friends, and new horizons to your customers all for $323 a month? As Nike said: Just Do It! Figure it out now or you will not be part of the coming surge.

What you sell is frankly “art”—new or used. Let that sink in a moment. Art! Even if it is junk to your brain, it is an opportunity to someone else. Yes, I want to appeal to your higher spiritual mind for a moment. New 21st century products appear as futuristic starships on wheels while the older patinaed machines generate an indescribable appeal to the soul. Both appeal to all of us because they move human spirits through space producing a true inner excitement. Add the single word “movements” to Webster’s definition of art and you get:

“The conscious use of the

imagination in the production of objects intended to be contemplated or appreciated as beautiful, as in the arrangement of forms, sounds,

.”

movements or words

You sell art that moves! Motorcycles, ATVs, watercraft and UTVs are beautiful! Nobody can argue that. Even the ugly utilitarian machines are beautiful in a different way, right? There are some deep meanings in that dictionary definition, but the one I would like you to focus on is using your “imagination” to enlighten new customers and re-kindle fire in old ones. Sure, I could give you some ideas on how to do that, but you know your demographic better than anyone, so be sure not to keep staring at the trees without seeing the forest in front of you.

Position your products like masterpieces and have customers “touch” and “imagine” using them for spiritually therapeutic reasons. Train your salespeople how to sell “art” on an entirely new and emotionally engaging level. Even start thinking of your service staff as art maintenance and restoration experts — not mechanics. And unlike a trip to the Louvre, your customers can ride home with the Mona Lisa of their dreams. Elevate your game! If you have ever purchased a true piece of art, it is an emotional and personal experience. Value and beauty are only in the mind of the beholder with a little help from a trained salesperson, of course. As a true lifelong powersports addict and an amateur artist, I must hand it to a master like Leonardo da Vinci who said, “Art is never finished, only abandoned.” Now, go sell some never-finished artwork!

JULY 2021

YES! Trail Funding May Get a BIG BOOST GOVERNMENT RELATIONS Recreational Trails Program Wins Funding Increase in House Approved Bill More good news for off-road enthusiasts. The U.S. House of Representatives passed a $715 billion transportation bill last week, including up to 75 percent increased funding for the Recreational Trails Program. The RTP funds trail development, maintenance, and educational materials nationwide. “While there is significantly more work to be done getting the bill passed by the Senate and signed into law by the president, it is great to have the House on-record supporting the increase,” said Scott Schloegel, MIC senior vice president of government relations. “We would love to have senators take up the House bill, but they also have their own bills they are working on, so we’ll continue to advocate for a similar provision in the Senate.” The multibillion “INVEST in America Act” would spend heavily on road, rail, public transit, and water projects over five years. Proponents of sweeping infrastructure legislation hope that Congress can complete work on it before October 1 and send it to President Biden for signing into law. The RTP is funded with gas tax dollars that powersports enthusiasts pay each time they fuel up off-highway vehicles. The RTP currently has a funding level of $84 million, and Schloegel said that the budget is long overdue for a significant boost – particularly with the double-digit growth in new-unit OHV sales since the spring of 2020, and the nation’s increasing interest in powersports recreation. “It is estimated that we pay nearly $300 million in off-road gas taxes each year,” Schloegel said. “We appreciate that the House agrees that more of those dollars should be put into recreational trails.”

Upon swearing in, Moore will serve as the first African American to hold the role of Chief of the Forest Service. On a personal note, I have ridden OHVs with Randy on several field trips to the Grindstone and Upper Lake Ranger Districts to review their sustainable trail management programs that provide world-class OHV opportunity on the Mendocino National Forest and on other National Forests in Region 5. I applaud Secretary Vilsack’s selection. When incoming Chief of the Forest Service Moore assumes the title on July 26, he is leaving the Pacific Southwest Region Regional Forester position in good hands. Eberlien will oversee 18 national forests in California, which include 20 million acres covering the North Coast, Cascade and Sierra Nevada ranges and from Big Sur to the Mexican border in the South Coast range. Additionally, she will oversee state and private forestry programs in Hawaii and the U.S.-affiliated Pacific Islands.

PERSONNEL POSTINGS By Donald Amador

WR wants to send our most sincere congratulations to Randy Moore on his appointment by Agriculture Secretary Tom Vilsack to serve as the 20th Chief of the U.S. Department of Agriculture’s (USDA) Forest Service and to Jennifer Eberlien, the new Regional Forester for the Pacific Southwest Region (she succeeds Moore upon his promotion to USFS Chief). “Randy Moore has been a catalyst for change and creativity in carrying out the Forest Service’s mission to sustain the health, diversity and productivity of the nation’s forests and grasslands to meet the needs of present and future generations,” said Secretary Vilsack. “In his role as Regional Forester, Randy has been a conservation leader on the forefront of climate change, most notably leading the Region’s response to the dramatic increase in catastrophic wildfires in California over the last decade. His proven track record of supporting and developing employees and putting communities at the center of the Forest Service’s work positions him well to lead the agency into the future at this critical time in our country.”

An agency veteran with nearly 30 years of land management experience, Eberlien is currently stationed in Washington, D.C., where she has served as associate deputy chief for the national forest system since October 2020. “Jennifer’s experience and proven leadership throughout the agency, particularly in the Pacific Southwest Region, makes her the perfect choice to become the next Regional Forester,” said outgoing Chief Vicki Christiansen, “She will bring care and strength to this critical position on the frontlines of the nation’s wildfire crisis.” “Jennifer Eberlien knows this region and is ideally suited for it, having served as Deputy Regional Forester here during her sterling career,” adds incoming Chief Moore. “She will be the first female Regional Forester in the Pacific Southwest Region and I look forward to continuing to serve with her.” Eberlien started her career with the Forest Service in 1992 on the Chequamegon-Nicolet National Forest in Park Falls, Wisconsin. She has since served as Deputy Forest Supervisor for the Rogue River-Siskiyou National Forest in southwest Oregon, Forest Supervisor of the Mount Baker-Snoqualmie National Forest in Everett, Washington, and Deputy Regional Forester for the Pacific Southwest Region in Vallejo, California. Prior to her current post in Washington, D.C., Eberlien served a year as acting regional forester for the Rocky Mountain Region headquartered in Denver, Colorado. I am glad to see Jennifer get the nod to replace Randy Moore as the new R5 Regional Forester. Over the years, I have had the privilege to work with Jennifer on numerous recreation, access and resource management issues. On behalf of QWR and AMA District 36, we wish her all the best and look forward to working with her on future projects and collaborative efforts.

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

Please tread lightly and travel only on routes and in areas designated open for motor vehicle use. Remember, Respected Access is Open Access.

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

Photo by Brandon Davis

ON THE GAS!

Led by dirtbikes, sales in all categories of powersports products continued to skyrocket leading into the July 4th Holiday. Even though inventory is still at record lows, it further reinforces the message that motorcycle sales pushed through the Pandemic. Case and point: Q1 new off-highway motorcycle sales were up 45.5%! Dual-Sport/ADV motorcycle sales were even better, posting up 47%. The Motorcycle Industry Council reported the retail sales boom continues. “Year-to-date sales of new motorcycles and scooters through March increased 37.2% among leading brands, compared to the same period last year,” notes MIC CEO Erik Pritchard. “New on-highway sales were up 31.4%, he added.” The data comes from the MIC Retail Sales Reporting System, gathering new-unit numbers from 14 leading manufacturers and distributors in the U.S., providing a strong indicator of sales trends. Stands to reason that with the surge in new unit sales, the aftermarket should be seeing solid sales for consumables like tires, lubes and drivetrain components and PG&A for those opting to upgrade when they finally do get that new bike. Let’s hope consumers can keep twisting the throttle all summer long!

JULY 2021

S&S SXS SYSTEMS

Wheel count and cylinder layouts don’t matter! S&S is the market leader in the powersports performance arena and has a long history of making big reliable power in everything they touch. Their latest efforts are focused on the off road space with a fresh line of performance exhaust for popular SxS models. Incorporating a highly engineered muffler body and dual outlet design, the systems house a spark arrestor in a 100% stainless steel muffler. Naturally S&S brings their own style to the SxS market and incorporates adjustable inserts that let the user optimize their system for both sound and performance. Their proven baffle inserts are easily removed or replaced by pulling the end cap and they’ve also shared the availability of a complete tuning kit. “The Power Tune XTO will be available in both a race as well as industry first CARB legal version that will allow a dealer to bolt the exhaust onto a vehicle on the showroom floor” states Off-road Product Line Manager, Brad Seavers. More durable, lighter and tunable exhaust makes for a solid upgrade for the RZR, RZR XP Pro and Turbo as well as Honda Talon and coming soon, Can-Am X3 and Kawasaki KRX models. For more info check out the S&S site at https://www.sscycle.com/offroad https://www.youtube.com/watch?v=MlaH834tIH8&t=111s

EVOLUTION OF DST

In his master work on the theory of evolution The Origin Of Species, Charles Darwin proposed that “survival of the fittest” actually meant those species that adapted the quickest would succeed. FLY Racing’s DST (Durable Stretch Technology) Evolution series of gear has become the apex of the moto gear species. The DST (Durable Stretch Technology) pants are constructed of four-way HEX-Stretch fabric provides excellent mobility with heavy-duty durability. Strategically placed stretch-mesh ventilation and laser-cut perforations in key areas for advanced airflow. Jersey – MSRP $59.95 Pants – MSRP $199.95 Contact your WPS rep for more detailshttps://www.youtube.com/ watch?v=o9hp5yKZH34

BEATING ETHANOL BLUES

Twin Power has added a new line of high-performance chemicals to its product line and will begin shipping them to Dealers this month. The new offerings include ETHANOT! Ethanol Stabilizer, Chain Wax, Brake Cleaner and Contact Cleaner and are sourced from a US manufacturer of premium aerosols and chemicals. James Simonelli, Brand Manager for Twin Power and Biker’s Choice says each two-ounce bottle will treat and stabilize up to six gallons of fuel, protecting it for a full year. ETHANOT! protects fuel systems by preventing ethanol separation, corrosion and sludge during storage while keeping fuel injectors and carbs clean. ETHANOT! comes in a convenient countertop dispenser box of 24 2-ounce bottles and retails for $4.95. (Twin Power part number 539061).

A PLETHORA OF PIT BIKES!

Kayo USA has rolled out its expanded 2022 Pit Bike line. From the smallest KMB60 beginner bike, to their top of the line TT140, and everything in between. Further proving that good things come in small packages, Kayo kicks things off with the KMB 60. The seat height is only 22 inches, so even the little kids can enjoy big fun! Fully automatic and equipped with an electric starter, kids can focus on riding skills right from the start. Not familiar with the brand? The Kayo brand was launched in 2002 when they recognized there was a void in the market for well-built, reasonably priced ATVs and dirtbikes. “We decided to change that,” explains Kayo Marketing Coordinator Kevin Rogers. “Our in-house team designed, developed and manufactured those early models which we sold into the European market. The demand increased, and we started branching out internationally. From those humble beginnings, we now manufacture more than 50,000 units per year.” All Kayo pit bikes come with a 30-day parts only warranty. To learn more or become a dealer, click here: ridekayo.com

SITTING PRETTY

Did you catch Ricky Carmichael’s Triumph ride… not the new MX bike, but the trip he took to Sturgis on a Triumph Tiger last summer? Even the GOAT could have used a better seat during that epic ride. Enter the Wizards at Corbin. Corbin’s Canyon Dual Sport saddle for the Tiger converts the stock two piece seat into a very comfortable one-piece, two-up saddle. Designed to maximize comfort and usability while providing a custom look and longer riding range. For an added bit of luxury, the Corbin saddle is available with electric seat heaters built in. Connecting directly to the Tiger wiring harness, both the rider and passenger seating areas warm up and maintain temperature with the OEM controls. MSRP $561 (non-heated version). Click here for details:https://www.corbin.com/triumph/ttgr920e.shtml

CRASH COURSE IN CRASH BARS

According to the crew at Twisted Distributing, “Crash Bars offer maximum protection against damage that occurs during a tip over, slide or crash. Critical components like the frame, radiator, engine and bodywork can suffer catastrophic damage in even the smallest incident. The essential crash bar is the first point of contact during a fall and is made of high strength tubular steel to support the full weight of the machine.” Enter R&G Racing, the industry leader when it comes to motorcycle crash protection, so it’s no surprise they make some of the toughest crash bars for ADV bikes! From old KLRs to the new Tenere 700 Twisted Distributing has it covered… literally and figuratively. Become a Twisted Dealer by clicking here: https://twistedthrottle.com/dealer-home-page/

JULY 2021

BACK IN THE SADDLE 2021 Lucas Oil Pro MX Kickoff By Brandon Davis

he opening round of the 2021 season in Southern California saw perfect conditions, a return to form for some and a few surprises like (spoiler alert) 450 rookie Dylan Ferrandis winning while defending champ Zach Osborne and Eli Tomac were out of the top five. Ken Roczen’s return to form after sitting out last year’s outdoor Nationals entirely and young Jett Lawrence winning in Pala again were storylines that played out. But the most excitement of all may have been the sizable crowds soaking up sun on the SoCal hillsides as if there had never been a pandemic… At least from the outside looking in. Despite being held on Tribal Land and not subject to state and local lockdowns, there were still plenty of safety protocols being enforced behind the scenes. In fact, the pits were closed to fans, and in a sign of the times, the season opening press conference was pre-recorded and presented online on Friday evening. Then the top three overall finishers from both classes participated in a “virtual” post-race press conference via Zoom after the race rather than the usual media scrum. Teams were also asked to practice

social distancing and only permit essential personnel in the team pods, with media interview opportunities permitted at the sole discretion of each team. However, outside the paddock, there wasn’t a mask to be seen on any of the spectators or vendors in the midway. While the battles on the track were awesome, the real winners of the return to Fox Raceway were the fans, and ultimately the moto-industry!

450 Class Overall Results (Moto Finish) Dylan Ferrandis, France, Yamaha (1-3) Ken Roczen, Germany, Honda (6-1) Aaron Plessinger, Hamilton, Ohio, Yamaha (4-2) Justin Barcia, Monroe, N.Y., GASGAS (3-6) Chase Sexton, La Moille, Ill., Honda (2-10) 250 Class Overall Results (Moto Finish) Jett Lawrence, Australia, Honda (2-1) Jeremy Martin, Millville, Minn., Yamaha (1-2) Justin Cooper, Cold Spring Harbor, N.Y., Yamaha (5-3) Michael Mosiman, Sebastopol, Calif., GASGAS (4-4) RJ Hampshire, Hudson, Fla., Husqvarna (3-9)

JULY 2021

team persevered through countless City Council meetings, years of wrangling with property management companies, environmental impact statements (it is a racetrack next to an airstrip… what possible impact could a monument have?) etc. The group was finally rewarded when the neighboring city of Vista slashed the red tape and welcomed the Carlsbad Raceway Monument. Vista Mayor Judy Ritter even waived the flag at the unveiling.

Larry Grismer and CMC’s Stu Peters brought MX to Carlsbad

MONUMENTAL DAY IN MOTO HISTORY

ong time coming but the hallowed ground that was Carlsbad Raceway, site of the Hang Ten USGP of Motocross, the original Superbikers competition that created the global Supermoto market, home of the Suzuki MX school, drag racing, SCCA events and even home of the world’s first skate park, has officially been consecrated and a shrine is in the works. After almost 11 years in development with fits and starts at several possible locations, the Carlsbad Raceway Monument Project was officially announced with the unveiling of the monument’s design at its permanent home in Vista, California, overlooking the original Carlsbad Raceway property. The project was unveiled on June 22, 2021… the day American (and San Diego local) Marty Moates became the first American to beat the Europeans and win the United States Grand Prix of Motocross at Carlsbad on this date in 1980. More than Moates’ One Day Of Magic, the 1,300 sq./ ft monument will highlight all the activities that went on at Carlsbad, including the various kinds of motorcycle racing, drag and sports car racing and the skateboard park during its 40 years of operation (1964 through its closing in 2004). It will also tell the story of how the park was started in 1964 by Larry Grismer and Sandy Belond who purchased the property in 1961. The project came to fruition after filmmaker Todd Huffman released his film about Marty Moates’ “One Day of Magic” in his documentary film The Carlsbad USGP:1980 in 2010. “It’s great to finally have a home for this wonderful monument that people from all over the country and world can visit, learn about and remember all the great activities that occurred here at the Carlsbad Raceway,” said Huffman, Pipeline Digital Media (PDM) Producer/Director and the man who created The Motocross Files series . Huffman and Moates’ brother, David Moates, began brainstorming the idea for a permanent monument with Encinitas resident Scott Cox more than a decade ago. This core

Todd Huffman

The monument itself will be owned and managed by the Road 2 Recovery Foundation (R2R) in Encinitas whose mission is to help AMA-licensed motocross and supercross professionals and action sports athletes with financial assistance after sustaining career-ending injuries. A registered 501(c)(3) non-profit organization, R2R will be responsible for the fundraising, construction and on-going maintenance, insurance and other responsibilities for the project. They will also benefit from on-going fundraising and awareness the monument will bring to the organization.

Broc Glover holds the USGP Trophy he won

Marty Moates’ LOP prepped YZ465

David Moates is entitled a smile after a decade

Buy a brick, build a monument

R2R is now selling the monument’s engraved bricks and other features to help get this next phase out of the gate. It’s expected the fundraising will take several months to raise the $250,000+ construction costs before the monument’s construction can begin. Depending on how these fundraising efforts go, the grand opening could be early 2022.

Local legends: Burner (Scott Burnworth), Golden Boy (Broc Glover) and The Snake (Don Prudhomme)

This project embodies the golden era of our industry and is an important part of a shared history for our community” said Lori Armistead, Road 2 Recovery’s Director of Marketing and PR. “We’re proud to be part of something that represents such a significant part of San Diego County and all the activities that took place here.”

After years of trying to work with various sites in the City of Carlsbad, miles of red tape and mountains of stonewalling the project finally found a home in a matter of weeks with the City of Vista. The Keystone Innovation Industrial Park by Baidee Development in Vista overlook the original starting gate on the northeast section of the property. Better yet, the site already hosts two microbreweries (Eppig and Dogleg) next to the monument site. Cheers to Carlsbad Raceway! To support the monument and get a brick, contact Road2Recovery: https://road2recovery.com/cause-view/ the-carlsbad-raceway-monument-fundraiser/

JULY 2021

VALE NANCY DAVIDSON 1932-2021

hey say behind every great man is a good woman. While Nancy Davidson rode pillion with William G. Davidson a.k.a. “Willie G.” Harley-Davidson’s Chief Styling Officer Emeritus and Brand Ambassador for more than 50 years, she was an equal partner and valued ambassador for the iconic brand in her own right. In fact, they were always equals and a team… a point made when the pair was honored by the Sturgis Motorcycle Museum Hall of Fame. Women Riders Now WRN marked her induction into the Class of 2010 by stating, “Nancy Davidson is recognized throughout the motorcycling community as a passionate and devoted ambassador for the sport of motorcycling. While she doesn’t ride her own motorcycle, she’s been an inspiration to her children (Bill, Karen and Michael Davidson) and countless women riders as she shared her passion and support for the sport of motorcycling. Nancy has attended numerous motorcycling events, including some 30 Sturgis motorcycle rallies most times riding to the event from Milwaukee with her husband.” When Willie G., already a pre-2001 Sturgis Motorcycle Hall of Famer, was honored with the Lifetime Achievement Award in 2017 he insisted that Nancy be included in the

award… which the Museum Board happily agreed. “Just like Sturgis Rally founders Pearl and Pappy Hoel, Willie G. and Nancy have made a long-term, positive impact on the motorcycle community as a team,” stated thenDirector Myrick Robbins. As a team, Nancy and Willie traveled to hundreds of motorcycle events around the world. Of course Daytona Bike Week and Sturgis were always on the list. The couple could be seen at bike shows, speaking engagements and at charity events, always engaged with the riders. When the Harley Owners Group was launched in 1983, Nancy connected HOG chapters everywhere. Harley-Davidson CEO, President and Chairman Jochen Zietz sent condolences to Dealers, staff and family on behalf of The Motor Company: It is with great sadness that today we announce the passing of Nancy Davidson following a long-term battle with cancer. At this difficult time, it is important that we allow the Davidson family to have their privacy, however, I wanted to share with you a small celebration of Nancy’s life and her immeasurable contribution to Harley-Davidson.

Widely regarded as the “first lady of motorcycling,” Nancy Davidson was known throughout the motorcycling community as a passionate and devoted ambassador for the sport and the Harley-Davidson brand. Born and raised in Milwaukee, Nancy Schewe’s world changed when her high-school sweetheart Bill (later to become known as “Willie G.”) Davidson, came into her life. It was through this union that Nancy was introduced to the motorcycling lifestyle and before too long, she and Bill were to be seen together at motorcycle racing events throughout the Midwest.

AIMExpo.................................................................... 44 American Landmaster............................................... 9 Best In The Desert.................................................. 83 Boost Your Confidence Through Motorcycling.... CVR4 Boyko Racing Inc.................................................... 63 DX1............................................................................ 39 EZRiderDemo........................................................... 25 Find It Now GPS Security....................................... 11 Fuel Capital Group, Inc........................................... 33 HJC Helmets............................................................. 54 Leinweber Enterprises........................................... 63 LGP Powersports.................................................... 49 MBA Insurance......................................................... 57

After high school, Nancy enrolled in a Milwaukee-area teaching college, while Willie was enrolled at art school. Upon graduating, Nancy became a first-grade teacher. The couple married in 1957. When Willie joined Harley-Davidson Motor Company in 1963, Nancy focused her time and attention on raising her family. Together, Nancy and Willie fostered in their children a deep sense of pride in their family heritage as well as their mutual passion for motorcycling. When Harley-Davidson launched the Harley Owners Group in 1983, Nancy and Willie saw the opportunity for their family to connect with Harley-Davidson customers through shared riding experiences. Together, Willie and Nancy logged thousands of miles over the years, getting to know some of Harley-Davidson’s most loyal and committed riders. Wherever Willie went, Nancy was right there with him, traveling together to hundreds of motorcycle events, including Daytona Bike Week, Sturgis and many international events. In 2010, Nancy was inducted into the Sturgis Motorcycle Museum Hall of Fame, in recognition of her long-term positive impact on the motorcycling community. Nancy is survived by her husband Bill (Willie G.) Davidson, their three children, Karen, Michael and Bill, and her granddaughter Cara. Nancy was 89 years old.

Motorcycle Industry Council (MIC)........................ 69 Motorcycle Industry Jobs (MIJ).............................. 17 National Powersport Auctions (NPA)................... 29 Piloteer Agency....................................................... 35 Royal Enfield.............................................................. 7 Sullivans................................................................... 43 Tread Lightly............................................................ 71 Triumph Motorcycles America............................... 15 Tucker Powersports................................................ 19 Twisted Distributing..................................................47 Unfiltered Marketing..................................................59 Western Power Sports.......................................... 2-3

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JULY 2021

RIGHT TO REPAIR By Scott Schloegel, Senior Vice President, Government Relations Motorcycle Industry Council (MIC)

ver the past two years, dozens of state houses across the country, and now the U.S. House of Representatives, have introduced digital Right to Repair bills. In most cases, these bills originated through frustration with two groups: those looking to repair their electronics like laptops and mobile phones, and farmers seeking the ability to repair agricultural equipment in rural areas with limited access to Dealer-certified facilities. Unfortunately for everyone in powersports, the bills also capture many other types of equipment and vehicles, including motorcycles, ATVs and UTVs. These bills call for OEs and aftermarket companies to supply their codes for free and sell repair equipment at cost. The Government Relations Office (GRO) team of the Motorcycle Industry Council (MIC) tracks and weighs in on every bill introduced across the country, requesting that motorcycles, ATVs and ROVs be excluded from them. They have been quite successful in securing language to exclude our products or defeat the bills altogether. However, they are fighting a large, extremely well-organized, and well-funded group pushing to pass and expand Right to Repair bills. Advocates for Right to Repair have now expanded their fights from the state houses to Washington, D.C. where they are trying to secure additional regulations and enforcement through the Federal Trade Commission (FTC) and secure additional law through the recently introduced bill HR 4006. The bill introduced by Congressman Morelle (D-NY) in the U.S. House of Representatives at the end of June includes language that excludes “motor vehicles,” which are most commonly defined as on-road motorcycles that are regulated by the National Highway Traffic Safety Administration (NHTSA). However, off-road motorcycles, ATVs and ROVs are not usually defined as motor vehicles because they are regulated by the Consumer Product Safety Commission (CPSC), so the MIC GRO is seeking an amendment to the bill clarifying that it does not apply to on- or off-road vehicles. Last week the FTC handed a victory to the pro Right to Repair advocates when they voted unanimously on a policy statement targeted at “Repair Restrictions Imposed by Manufacturers and Sellers” stating that “the Commission has determined that it will devote more enforcement resources to combat these practices. Accordingly, the Commission will now prioritize investigations into unlawful repair restrictions under relevant statutes such as the Magnuson-Moss Warranty Act and Section 5 of the Federal Trade Commission Act.” The FTC stressed four main areas they will devote the resources to:

1. Greater enforcement of the Magnuson-Moss Warranty Act and its implementing regulations; 2. Scrutinizing repair restrictions for violations of the antitrust laws, including repair restrictions that may constitute tying arrangements or monopolistic practices — such as refusals to deal, exclusive dealing, or exclusionary design — that violate the Sherman Act; 3. Assess whether repair restrictions constitute unfair acts or practices, which are also prohibited by Section 5 of the Federal Trade Commission Act, and analyze any material claims made to purchasers and users to ascertain whether there are any prohibited deceptive acts or practices, in violation of Section 5 of the Federal Trade Commission Act; and 4. Bring an interdisciplinary approach to this issue, using resources and expertise from throughout the agency and coordinate with state law enforcement and policymakers to ensure compliance. What this means for powersports: The damaging effects of digital right to repair regulation or legislation would be felt across the entire powersports industry. Dealers- Right to Repair regulation or legislation would mean customers tampering with their vehicles thinking that they can fix them as well as the factory-trained dealerships can. This may result in bringing vehicles to the dealership after further damaging it and expecting you to fix it under the warranty despite possibly violating the warranty. This could create significant ill-will with consumers and raise Magnuson-Moss Warranty Act issues at a time of heightened enforcement by FTC. OEs- Having untrained/undertrained people attempting to work on today’s highly sophisticated vehicles could potentially alter the effectiveness of high tech safety equipment, could damage the electronics, could negatively impact emissions, could be detrimental to performance, and could result in completely unwarranted reputational damage to their brand. Consumers- No doubt many weekend wrenchers love the idea behind this effort but having unfettered access to codes and repair equipment will be a tempting proposition to tamper with sophisticated machinery. This could jeopardize safety systems, negatively impact emissions and performance, and nullify the warranty. Repairing and maintaining these highly technical vehicles requires intense specialized training as well as continued education. This will be a topic of discussion during MIC’s annual Washington, D.C. Fly-In September 20-21st. Learn more about how you can add your voice to this discussion and participate in the fly-in at www.capitolhillflyin.com

ED STAT IT N U E H T IN E C A R OFF-ROAD Y A D E L G IN S T S E G THE LON POINTS FOR ALL CLASSES CAR / TRUCK - UTV - MOTORCYCLE - QUAD For info contact: Best In The Desert Racing Association

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Alisa Clickenger, one of Dealernews’ Top 100 industry leaders and our Diversity+ columnist, has just published her first book. Boost Your Confidence Through Motorcycling became an Amazon.com #1 bestseller in its first week. Boost Your Confidence Through Motorcycling contains ideas and inspiration for both experienced and inexperienced riders, and uses examples from Alisa’s own personal journey learning to ride.