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WORLD’S LUCKIEST MAN
Bob Althoff On Turning The Corner
EDITOR’S NOTE
Robin Hartfiel On Parkinson’s Law
LETTERS+ The Industry On Dealernews
NEWS+ News & Notes
SHIFTING GEARS+ Personnel Postings, Courtesy MIJ
Road TRIP Guess Where Gus Is Now
DEALER PROFILE (S)+ Emerald City Harley-Davidson
DEALER PROFILE (S)+ Eastside Harley-Davidson
DEALER PROFILE (S)+ Jet City Harley-Davidson
DEALER PROFILE (S)+ Lynnwood Motoplex
DEALER PROFILE (S)+ Skagit Powersports
INDUSTRY RESEARCH+ Lenny Sims On J.D. Power’s 06 10 16
INDUSTRY RESEARCH+ Don Musick On Tonight’s Forecast Part II
INDUSTRY RESEARCH+ Jim Woodruff On NPA AWP In Review
INDUSTRY RESEARCH+ Fran O’Hagan Points Out Your Service Customers Are On Hold
eDEALERNEWS
Electrifying Times Around The EV World
CURRENTS+ The Future Of LSV, EVolutionary Theory, CAKE Rises Again…
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
World’s Luckiest Man
By Bob Althoff
TURNING THE CORNER
Jack Welch Was Right…
What this industry needs is another Jack Welch! We are at a major inflection point in the postCOVID recovery process and it will take some real vision and tough measures to apex the turn and accelerate into the future.
Welch was a legendary businessman. A chemical engineer, he rose to become the youngest Chairman and CEO of General Electric in 1981. Under his leadership, GE increased its market value from $12 billion to $410 billion. By 1999, he was named “Manager of the Century” by Fortune Magazine.
There are two things that Jack did that always stayed with me:
One, his “rank and yank” style led him to fire the bottom 10% of his staff every year. He certainly earned his “Neutron Jack” nickname by eliminating employees while leaving buildings intact. GE had 411,000 employees at the end of 1980, and 299,000 at the end of 1985. Brutal!
Two, he developed hundreds of brilliant managers over the years. He once said that he hired “people who had the ability to see around corners.”
I suppose I could see the wisdom of cutting the dead wood in any organization for a few years. But I admit I couldn’t ever get my mind around firing 10% of my staff EVERY year. However finding talent that could read between the lines; predict the near future; and act in preparation — that was Neutron Jack’s genius.
If you are reading this page, you are a serious observer of our industry. And likely “a player” as they say. You have a point of view about the trajectory of our business — and I’d bet, you have some serious concerns about the future.
I do, too.
Back in the early 80’s, the industry was target fixated on decline… we needed a racer’s ability to see through the turn and get on the gas! Industry leaders of the era had serious enough concerns that they convened the now-legendary Palm Springs Summit — a multiday meeting attempting to “see around corners” — In 1986, Dealernews publisher Don Emde asked Don Brown to deliver the keynote address in an effort to solve an ongoing downward sales trend.
DJB not only delivered the needed inspiration for the group to pinpoint the key elements of a recovery program, he stayed on to work with Emde and MIC’s Keith Van Harte to create an industry-funded promotional campaign called “Discover Today’s Motorcycling” — which in turn has morphed to the Ride.With.Us initiative of today.
Out of that meeting came consensus and momentum that fueled our industry for decades.
It is time to do this again.
Our industry simply must stand shoulder-to-shoulder to not only defend what we have but, more importantly, to grow what we have. Growth cures lots of ills. Failure to grow dooms us to whittling away at one another’s share of a diminishing pie. We don’t want to go there…
Marshaling the talent and passion we collectively possess to paint the vision of what our industry can be — and effectively sharing that vision will result in a selling mentality. We don’t have Jack Welch or Don Brown to help… we have YOU to sell our collective story.
And we have much to sell.
They say a brand is a story. We all believe our stories to be compelling. Finding ways to share these stories with the world will help us turn the corner.
Bob
Editor’s Note
By Robin Hartfiel
PARKINSON’S LAW
Dealers may not know the term or scientific formulae for Parkinson’s Law, but they are intimately familiar with the process. As our Creative Director Gus Stewart notes in this month’s cover story: “What’s the first thing anyone getting into the powersports industry does? Park their ride, roll up their sleeves and spend the next 40 years working 80 hours a week!”
Bob Althoff always reminds us we are in the business of selling fun and have the best story to tell to compel folks to Ride.With.Us…
But when was the last time any of us really went riding? Seems like as soon as our passion becomes our profession we run out of time to play with the toys. My own shaky grasp of Parkinson’s Law is that work will always expand to fill the time allotted for its completion. Need to get something done, start your day at 7 a.m. — guess what, that one thing that you allocated the extra hour for still didn’t get done!
This brings us to science fiction guru Isaac Asimov’s Corollary On Parkinson’s Law:
“In 10 hours a day, you have time to fall twice as far behind your commitments as in 5 hours a day.” Sadly that seems to be scientific fact, not fiction!
Cyril Northcote Parkinson first published his thoughts in The Economist in 1955, but he wasn’t a motorcycle dealer. Instead, he derived the dictum from his extensive experience in the British Civil Service. He cited the rampant expansion of the British Admiralty and Colonial Office even though the number of ships and colonies was declining rapidly with the end of Colonialism!
Parkinson even posited a mathematical equation describing the rate at which bureaucracies expand over time, with the formula x=(2k^{m}+P)/n}, in which k was the number of officials wanting subordinates, m was the hours they spent writing minutes to each other. Snark and sarcasm aside, that formula really does pertain to life in the powersports industry as the number of hours in a day gets overwhelmed by the added number of tasks we all face.
Certainly in the case of Dealernews, the deadlines for the monthly issues, twice weekly eblasts, daily social media updates on half a dozen platforms, plus the website and the YouTube videos… no matter how far in advance we stage a social post or turn an interview into a feature, there rarely is time to go riding. The whole reason I was able to convince Gus to take the gig for a massive cut in pay was that the job would only take a couple hours a week and he could go riding anytime he wanted. Sucker!
So what does he do on his first vacation in 7 years? Goes riding, of course… to visit dealerships? Of course!
I confess I did the same thing when I took a long weekend to visit my former neighbors Eric and Judy Anderson. This was the first time in a decade since they moved to Carson City that I finally found the time to stop for a visit… So what did we do? Go visit dealers!
Bob Althoff is right, dealers really do have the best stories to tell and the coolest toys to sell! We just need to make some time to go for a ride once in a while.
Former Editor-in-Chief and publisher of Dealernews circa 1990-2003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.
DOES NPDA HAVE STANDING?
As usual, an excellent piece, Bob. Good balance between the realities of disagreements and the goal of teamwork and excellence, though some OEMs may still bristle at the implications. I especially like your reminders at the beginning of the significant, irreplaceable benefits that dealers bring to OEMs — I sometimes wonder how many of them may have forgotten — and that working together to serve end users trumps all.
Jim Woodruff, CEO National Powersport Auctions Poway, CA
OUTSTANDING
Well put Bob!
Brett Tekavec, Dealer Principal Queen City Harley-Davidson Harley-Davidson of Washington, D.C.
PIED PIPER CAN BLOW IT OUT THEIR…
Pied Piper is a joke. They use people who have no idea about the business and rate based on something they know nothing about. Companies should be
embarrassed that they waste mostly commissioned salespeoples’ time….
Jay Gee Via the Internet
I think I actually understand some of it, however that particular comment from Jay doesn’t appear to be relevant to measuring the effectiveness of service telephone calls.If instead the comment is about measuring and reporting how effectively a dealership sells in person, no question that some dealerships don’t like the idea of measuring in person selling. We would argue that in many cases they are right; often dealerships don’t need any help selling in person.
On the other hand, if our client is a manufacturer, and the manufacturer finds that certain dealerships are underperforming — not achieving the sales or market share that they should — then if it turns out that an ineffective sales process is holding them back it’s a straight-forward fix.
Dealerships with the highest sales and market share nearly always have something in common: they have a well-established sales process that everyone follows. If a customer walks into the dealership interested in buying something, that customer shopping experience will be very similar to the experience of the next customer, regardless of salesperson and regardless of customer. Pied Piper learned a long time ago to pay no attention to the opinions of manufacturers, dealers, customers or worst of all – mystery shoppers. Instead Pied Piper simply uses mystery shoppers as actors and fact gatherers
Fran O’Hagan
PERRY’S HARLEY-DAVIDSON?
We have a gift card for Perry’s HarleyDavidson. Now that they are closed, can we use it anywhere else?
Michelle Halverson Via www.dealernews.com
SOUND OFF!
Is it a Harley-Davidson gift card or one issued by the defunct dealership? If it is from Harley/Visa the customer support team can be contacted here: www.h-dvisarewards.com/Home/Contact
Since the family closed the business rather than selling it to a new owner, best guess is that all bets are off if it was store-specific.
Eli Whitney — 40+ years with Helmet House passed away last month. He had an iconic career and would be a great tribute for Dealernews to highlight his career and life. Bob Miller, Phil Bellomy, and Dennis Yohman would be great sources.
Mark Wright, Powersports Rep Regional Manager HiSun Motors Corp
See this month’s Vale column
THE BEST OF US
One of the outstanding guys in the motorcycle business who makes you feel good that you are in the motorcycle business. I would see Eli at a trade show or some other motorcycle event and I always get a friendly greeting!
Paul Flanders, Retired Flanders, Co. Pasadena, CA
ESPN TURNS THE CAMERAS ON MOTORCYCLE MARY
The folks from ESPN Films are getting ready to air MOTORCYCLE MARY about AMA Hall Of Famer and motorcycle pioneer Mary McGee as part of their acclaimed 30 For 30 series. “ESPN Films announced it has acquired the 22-minute documentary short MOTORCYCLE MARY,” according to the sports network. “Directed by Haley Watson (in her directorial debut), produced by Rachel Greenwald, and executive produced by two-time Oscar winner Ben Proudfoot and seven-time Formula One World Champion, Lewis Hamilton, MOTORCYCLE MARY tells the untold story of legendary motorsports pioneer Mary McGee a.k.a. “Motorcycle Mary”, whose racing career spanned 30 years and saw her shatter gender norms while mastering multiple racing disciplines. The documentary short will feature stunning never-before-seen archival footage and photographs from McGee’s life.”
See the official ESPN teaser here: www.youtube.com/watch?v=rGaM2Z7CMT0
And for a real flashback, watch Eric Anderson’s exclusive three part series on Dealernews’ YouTube channel: www.youtube.com/watch?v=M9cpliaYENs
www.youtube.com/watch?v=xVn6EWwhluk&t=30s
www.youtube.com/watch?v=UGMlb0VMtIM&t=23s
AMA HOF CLASS OF 2024
The ballots have been tabulated and the AMA Motorcycle Hall of Fame Class of 2024 has been announced: Mike Lafferty, Debbie Matthews, Mat Mladin, Rob Rasor and Kevin Windham beat out a field of exceptional candidates. These five legends will be honored during the 2024 AMA Motorcycle Hall of Fame Induction Ceremony on October 10 in Pickerington, OH.
“This year’s class represents a wide range of individuals who have helped push motorcycling forward, both as a sport and as a lifestyle,” claims AMA President and CEO Rob Dingman. “Without the contributions of these racers, ambassadors and leaders, motorcycling would not be where it is today. We look forward to enshrining the legacies of these five outstanding motorcyclists into the AMA Motorcycle Hall of Fame.”
The Induction Ceremony will headline the AMA’s Hall of Fame Days, which is set for Oct. 10-13, and will include an AMA Motorcycle Hall of Fame Bike Night and open house at the Hall of Fame Museum. The Induction Ceremony will take place at the nearby Violet Township Event Center on Oct. 10, followed by a cocktail reception at the AMA Motorcycle Hall of Fame. For sponsorship opportunities, please contact AMA Business Development Manager Michael Kula at (949) 466-7833 or e-mail: mkula@ama-cycle.org
TRAILBLAZERS CLASS OF 2025
Following in the tracks of yet another completely sold out gathering at the 79th Annual TrailBlazers Banquet back in April, the 2025 TrailBlazers Honorees have been named. On Wednesday, June 12th, the TrailBlazers Board of Directors met to decide on the honorees for the club’s 80th annual banquet to be held in Carson, California, on April 5, 2025.
Billed as “a social organization of pioneer motorcycle enthusiasts” the group was founded in 1936 by A.F. Van Order as a way to round up fellow enthusiasts for bench racing and camaraderie.
Originally
the “Old
The new TrailBlazers Hall of Fame inductees will be:
Steve Baker - Daytona 200 winner/Formula 750 World Champion
Eddie Castro - Speedway racing veteran
Tony Dodge - AMA Grand National Championship team owner
John & Rita Gregory - Founders of JT Racing
Bruce McDougal - Southern California motocross pioneer
Roy Turner - Motocross team mechanic, manager, product designer
Additionally Howie Zechner will be the recipient of the Earl & Lucile Flanders Lifetime Achievement Award. Former Dealernews publisher Don Emde will receive the 2025 Dick Hammer Award.
SAD NEWS FROM SUDCO
Since 1968 when three partners combined their initials to create the name, Sudco International had been the dealers’ source for go-fast goodies and replacement components for CB750s, Z1s, H1s, H2s and a whole lot more. Before the Internet, Sudco was in every parts manager’s rolodex, so it is ironic that the news of Sudco shutting down came via social media.
First came the Facebook post that the warehouse was being cleaned out, but the April 1 dateline didn’t say it was everything and permanent. However it has since been amended to say: “Unfortunately, the rumor is true.”
Sudco was one of America’s oldest and largest importer/ distributor of motorcycle replacement parts and high-performance accessories. “For decades we have provided dealers with the best available parts and services so they can serve their customers even better. We will continue to do this now and into the future, thanks to your continued support in allowing us to provide you with the high quality parts you need… We will do everything we can to make sure Sudco remains one of your main sources for quality replacement parts and accessories.”
Sudco served as importer and distributor for top brand replacement parts, many of which were from the original equipment manufacturers that provide the OEM parts to the major Japanese and European manufacturers. Poduct lines included Keihin, Mikuni, ART, JE, NGK, Vesrah, RK, Sunstar, Nology, Dynatek, Pingel, K&N and Motion Pro.
DEALER NEWS: BAY AREA ICON CLOSED
Details are still sketchy, but San Francisco Harley-Davidson unexpectedly closed after a century of operation today. Formerly known as Dudley Perkins Harley-Davidson, San Francisco HarleyDavidson was billed as “the Bay Area’s premier Harley-Davidson motorcycle experience,” by dealer principal Cliff Chester.
“Our Northern California Harley dealership has quite a unique history, starting in 1914 when it was founded by Mr. Dudley Perkins Sr. The dealership, previously known as Dudley Perkins Harley-Davidson, was the world’s longest-running family-owned Harley-Davidson dealership.”
In a deal brokered by Performance Brokerage Services back in January 2018, Dudley-Perkins Co. Harley-Davidson was purchased by Chester and his former business partner Rich Gargano.
HARLEY DEDICATES DAVIDSON PARK
While word of internal layoffs and the closure of a landmark dealership was breaking, Harley-Davidson, Inc. formally unveiled the newly created community park, Davidson Park, at its Juneau Avenue campus in Milwaukee. “When we started this project, we did so with one main goal, and that was to further connect the Company with our hometown Milwaukee, a place that we’ve been proud to call home for over 120 years,” said Jochen Zeitz, Chairman, President and CEO, Harley-Davidson. “No matter how fast you move forward, you can never forget where you’ve come from –this project both celebrates our heritage and reinforces the power of the Harley-Davidson brand to be a force for good within our communities.”
Pioneered by the Harley-Davidson Foundation, Davidson Park has been created in partnership with Heatherwick Studio to transform the 4-acre parking lot just south of The Motor Company’s 3700 W. Juneau Avenue building. “Davidson Park has been an extraordinary collaboration between the studio and local partners, schools, artists and the Forest County Potawatomi community, to transform an uninspiring concrete parking lot into a new public park and events amphitheater for Milwaukee,” claims Thomas Heatherwick, Founder and Director, Heatherwick Studios.
As part of the next phase of development, a couple of additions are coming to Juneau Ave – a STEAM Lab and the Harley-Davidson Factory Racing Headquarters. The return of racing HQ follows the earlier news that LiveWire was also being relocated to the Juneau Avenue campus…. And did we mention beer? In partnership with Molson Coors, 1903 Tavern brings together two iconic Near West Side anchor institutions to offer Davidson Park visitors a relaxed openair environment to socialize while enjoying a cold beverage. A portion of the revenue from 1903 Tavern goes back into amplifying Davidson Park’s ambition.
Powersports industry veteran JJ Pecsok joins the Segway Powersports team as Sales Operations Manager The off-road manufacturer continues to turn heads in the U.S. with its highperformance machines garnering more market share by the day. Backed by a robust dealer network and impressive year-over-year growth, Pecsok has already hit the ground running. “We’re pleased to have JJ join our sales team,” says Segway VP of Sales & Marketing Jason Walling. “He is talented and dedicated that many of us here have already worked with. We want to continue building Segway’s legacy by combining industry experts with passionate, hardworking individuals who live for this stuff. Our staff is, and always will be, integral to our continued growth and success.” Gabriel Cruz , Marketing Director for Segway Powersports, adds, “I’ve worked with JJ before, and he will be a fantastic addition to our sales team.” Pecsok has been in the powersports industry for the majority of his life, racing AMA Supercross and Pro Motocross ranks. From there, Pecsok pivoted to a career in powersports, working for Fox Racing, Tucker Powersports and most recently, Greenger. “Jason has put together a passionate, all-star team at Segway Powersports,” shares Pecsok. “Each person brings value in their own way. I’m excited to add my skill set to the group and help elevate the overall experience for our dealers and business partners.”
Speaking of segues, Segway Powersports has transitioned Caitlyn Williams to business development manager. In this role, Williams will assist Segway’s current dealer partners and help expand the company’s dealer network in the UTV and ATV markets. Prior to taking this role, Williams was a business development manager for the Northeast, Mid-Atlantic and Southeast territories at HiSun. In 2022, she was awarded Rep of the Year, Highest Increase in Sales and Most New Dealers. “I am looking forward to building and maintaining long-lasting partnerships with dealer principals and guiding my customers to achieving more success with the brand. A personal goal as the business development manager would include setting a new industry standard with Segway Powersports and creating valuable experiences for our partners.”
Shane Wilson, Vice President of Segway Powersports adds, “We are thrilled to welcome Caitlyn to our team as the new business development manager. With her impressive track record in the powersports industry and her passion for building strong relationships, we are confident that Caitlyn will play a pivotal role in expanding our dealer network and driving sales growth.”
Motorcycle Works. Effective immediately he becomes the General Operations Manager (GOM) for National Powersport Auctions (NPA) facility in Atlanta. “We’re excited to welcome a knowledgeable and enthusiastic motorcycle manager to our expanding team in Atlanta,” notes Jeff Kinney, NPA Vice President of Operations. “We already know Nathan from his previous business dealings with us as an NPA member, and we are confident he will excel in his new role.” Currin adds “Having been a previous client, I knew the standard-bearing staff of NPA Atlanta were second to none in professionalism and providing overwhelmingly positive customer interactions. It’s increasingly clear that NPA is a forward-thinking, value-driven company that genuinely cares about its employees and clients. NPA is the best in the business and was first to mind when I began considering my next destination.” Currin’s love for motorcycles began at age seven when he rode with his dad on the back of a Honda GoldWing. Today, he enjoys riding adventures on his 2023 BMW R nineT 100 Years Edition and 2015 BMW R1200GS Looking ahead, Currin claims he is eager to get on the NPA saddle and lead the expansion of NPA’s Atlanta operations. “I’m thrilled at the opportunity to augment our tenured Atlanta team and expand our market area and physical footprint. My goal is to continue delivering the high standard of service that NPA is known for while also exploring new avenues for growth and innovation,” closed Currin, outlining his vision for the future of NPA Atlanta. He can be reached at 678.272.3786 or by email at: ncurrin@npauctions.com
Onward and upward! With Nathan Currin taking over longtime NPA ATL leader Buffy Huffman’s post, it frees her up for a new role within the company. Huffman is currently working with Currin to help get him up to speed since she helped build the NPA Atlanta business from the ground up and knows all the nuances. “There is nobody better qualified to help lead the team in Georgia than Buffy,” said NPA VP of Operations, Jeff Kinney back when Buffy first became GM. “She started full
For the past seven years, Nathan Currin has been the General Manager at Atlanta
Continued from page 16
time as a consignment administrator with NPA back in 2005 and has been working with the dealers and financial institutions on a daily basis since then.” While she has a new role, her heart will always be with NPA ATL. “I was originally introduced to NPA back in 2003 when I worked parttime during the monthly auction in Atlanta as a flag girl,” recollects Huffman. “After a few months, I was given the opportunity to work in the office assisting dealers on auction day. At the time, the powersports industry was all very new to me. However, there was something about working at NPA, and the people there that drove me to want to be a part of the team. So, when the opportunity arose for a full-time position in Atlanta in 2005, I didn’t hesitate.”
With the planned retirement of CFO Blake Lawson after the annual shareholders meeting set for June, RumbleOn announced the appointment of Tiffany Kice effective June 24, 2024. Most recently with Pegasus Logistics Group, a privately held logistics company where she served as CFO since 2020. Kice brings more than 25 years of experience in financial leadership roles for public and private companies across various industries, including extensive expertise in multisite retail. “Her experience makes her a perfect fit for RumbleOn as we continue to transform our business,” notes RumbleOn CEO Mike Kennedy. “We are thrilled to welcome Tiffany to the RumbleOn team as our new CFO… Her experience with growth-focused, public and privately held companies and her expertise with multilocation retail businesses make her a perfect fit for RumbleOn as we continue to transform our business.” Kice started
her career at professional services firm KPMG in Dallas, and her background includes strategic financial planning, risk management and leadership of IT, finance & human resource professionals. She holds a B.B.A. in Accounting from the University of Texas, Austin “I am excited to join RumbleOn at such a pivotal time in the company’s history,” she adds. “The evolution of the company and its rapid movement to becoming the largest, fastest growing retailer in powersports will make this an exciting and challenging role. I look forward to helping RumbleOn execute its strategy and continue to deliver value for customers and shareholders.” Not only is she a financial expert, Kice is also an enthusiast. Growing up in Texas, she and her brother enjoyed waterskiing and riding ATVs as children. Today, along with her husband of 25 years and two adult daughters, she enjoys time at the lake where she’s the expert pilot for wakeboarding and tubing.
Speaking of CFOs, in a move that adds up, LeMan’s Corporation is pleased to announce the addition of Larry Ruedinger as its new Chief Financial Officer. With a rich accounting background with multinational corporations, Ruedinger brings his financial expertise to the Parts Europe and Parts Canada portions of the equation. He joins LeMan’s with 25+ years of experience working first in public accounting and then for both publicly traded and privately held organizations ranging in size from $350 million to over $15 billion. According to Ruedinger, his primary focus has been manufacturing and distribution with global companies, two of which were in the automotive and powersports markets. He has held all positions in accounting and finance, covering strategic planning, reporting, forecasting, audit, tax, treasury and mergers & acquisitions “Larry is sure to be a great asset to the LeMans team,” adds the announcement. A Wisconsin native, Ruedinger developed an interest in motorsports from working on cars alongside
his father, who owned a garage. In his free time, Larry’s interests include car shows and track days, traveling, running, biking, golf, attending concerts and spending time with his wife and family. “The LeMans Corporation extends a warm welcome to Larry and looks forward to his success and that of the entire organization.”
In an effort to straighten out supply lines, LeMans Corporation has hired logistics expert Kipp Podlewski as its new Vice President of Supply Chain. With more than 12,000 dealerships worldwide and Parts Europe and Parts Canada subsidiaries to handle, Podlewski will draw on his rich background of senior-level roles in multinational corporations to get the job done. “In his role as VP of Supply Chain, Podlewski will be responsible for overseeing purchasing and all other facets of supply chain,” explains the announcement from Parts Unlimited/Drag Specialties parent company. “This includes developing and implementing innovative strategies for procurement, logistics and distribution, further enhancing LeMans Corporation’s position as a key player in the powersports aftermarket sector.” Podlewski has held multiple management roles at HarleyDavidson for more than 24 years, and 30 years in supply chain and operations in total. Kipp claims he “looks forward to rekindling long standing supplier relationships and building new ones throughout the industry.” His extensive knowledge and expertise are expected to be invaluable in guiding LeMans Corporation through its next phase of growth and development. Originally from southwest Michigan, Podlewski now calls Waukesha, WI home. Beyond work, he spends time with his wife and two sons at family gatherings and enjoys culinary pursuits, hiking, travel and riding his Road Glide. “LeMans Corporation is confident that Kipp Podlewski’s addition to the leadership team will be a differencemaker in the company’s success,” concludes the announcement. “The entire organization extends a warm welcome and looks forward to achieving shared goals in the coming years.”
WHAT DO POWERSPORTS PROFESSIONALS DO ON THEIR DAY OFF?
Go Riding, Of Course…
By Gus Stewart
What’s the first thing anyone getting into the powersports industry does? Park their ride, roll up their sleeves and spend the next 40 years working 80 hours a week…
It started with a call from a long-time friend, Dan Mycon in Everett, Washington — Dan asked what I thought about taking some time off to ride his new Pan America Special around the Pacific Northwest. Before looking at our production cycle for the magazine, I quickly replied with “I’m in!” and booked an airline ticket. Deadlines be damned!
So what is the first thing somebody at Dealernews does on a day off? Go to a dealership!
After landing in Seattle, Dan and I were off to visit some of the shops in the area — the first one being Jet City Harley-Davidson in Renton. Unfortunately, they were closed, but we looked around anyway. So much for win on Sunday, sell on Monday… They are open Wednesday through Sunday. Jet City is one of 11 Mod Enterprises’ family of dealerships owned by Michael Veracka. It is also the first place I am going on a Wednesday next time I play hooky in the area!
Next we stopped by Eastside Harley-Davidson in Bellevue and ran into Johnny Waterbury. Johnny not only sold Dan the new Pan America but also his 2016 Road Glide. Todd Thompson is the dealer Principal of Eastside Harley-Davidson and Emerald City Harley-Davidson in Lynnwood. Sidenote: Dan purchased his 2014 KTM 1190 and his 2014 Street Glide from them as well.
The next day we headed to Mukilteo from Dan’s place, a short two-mile ride to catch the ferry to Whidbey Island. Dan was riding his 2016 Road Glide and I was on his new Pan America Special with just 455 miles on the odometer. Even though it still had the break-in oil in it, Dan had already outfitted the Pan Am with a Vance & Hines pipe, adjustable shift lever kit, skid plate and Onyx day bag… He is the kind of serial customer dealers dream off!
After we got off the ferry, our first stop was Seabolt’s restaurant in Oak Harbor for a big bowl of clam chowder for lunch. It wasn’t a dealership, but well worth the detour! We continued up SR 20 to Deception Pass and crossed over the bridge that connects Whidbey Island to Fidalgo Island.
From there we continued north up to Anacortes to stop and look around. Victoria, British Columbia is only 34 miles away as the crow flies, but to get there is a fourhour trip including a ferry ride. From Anacortes we rode south to La Conner, over to Conway and down to Arlington for some fuel. U.S. Route 9 was the route we took south to Lake Stevens and then we cut across the 2W back to Everett. It was a great day trip even without any dealer visits.
Our next dealer stop was the next day with a pilgrimage to the legendary Lynnwood Motoplex, a multi-line dealer that sells BMW Motorrad, Centurion Boats, CFMoto, Ducati, Giant Bicycles, Indian Motorcycle, Kayo, Kawasaki, KTM, Montara Boats, Polaris, Sea-Doo, Specialized Bicycles, Supreme Boats, Ural, Veranda Pontoons, Yamaha (motorcycles, watercraft and boats). Local hockey legend Jim Powers opened Lynnwood Motoplex in 1970 as a full-line Yamaha dealer. Prior to that ‘Jumbo’ played right wing for the Seattle Totems and the Vancouver Canucks.
Just 3/4 of a mile down the road from Lynnwood Motoplex is Emerald City Harley-Davidson — a sister store to Eastside Harley-Davidson. We stopped in to look around and say hello to some of the guys that Dan knows… surprised that Johnny Waterbury hadn’t already sent them Dan’s credit app! However we hit the road for lunch without picking up another bike for the Mycon Collection.
After the tour at Emerald City we rode over to Edmonds and stopped at Dick’s Drive-In for some Dick’s Deluxe burgers. They originally opened in Seattle in 1954 and have been a must-see ever since! After lunch it was a quick four-mile ride over to Marina Beach Park on the Puget Sound. You can see the ferries going back and forth from Edmonds to Kingston along with some kiteboarders and paddleboarders on the Sound.
A few hours later we rode to the Buzz Inn Steakhouse located in Snohomish at the Harvey Airfield. The “Buzz” as Dan likes to call it has great steaks and good prices. We like to sit in the bar… You can see Skydive Snohomish out the window.
Our final ride of the trip was up to the North Cascades. We left Everett and headed north up SR 9N to SR 530E. The first stop was the Oso Landslide Memorial. The disaster occurred on March 22, 2014 at 10:37am — it was the single deadliest landslide in US history killing 43 people. The memorial site was opened this March 22, the 10th anniversary. The two-acre memorial was designed in collaboration with families, survivors and responders, and is intended to be a place of hope and healing. The site features a steel sculpture by Seattle artist Tsovinar Muradyan.
We continued north on SR 530 up to the North Cascades SR 20 which follows along the Skagit River. Our next stop was at the North Cascades National Park — The park owes its rugged topography and extreme relief to the glaciers and rivers that have deeply incised and shaped the North Cascades. More than 300 glaciers remain active at the heads of valleys and make up the greatest concentration of glaciers in a national park outside of Alaska.
After a quick snack we headed up the SR 530 to Gorge Overlook Trail where water cascades 242 feet down the mountain before entering Gorge Lake. We walked to viewpoints of Gorge Lake and Gorge Dam then back on the road to Diablo Lake. Just past Diablo Lake is Ross Lake which stretches 23 miles north into Canada.
It was now time to turn back as we only planned for a day ride. We traveled south on SR 20 and stopped off in Marblemount — population 286 for a bite to eat at the Upriver Grill & Taproom. On the way back to Everett we switched it up and took the SR 20 versus going south on the SR 530. This put us in Burlington so we could stop off at Skagit Powersports and catch up with owner Bill Cameron — unfortunately we arrived late and they were closed. Bill was the 2010 Dealernews Top 100 Grand Prize Winner and I had ridden to the store in the past, but it is always fun to catch up with him and have him whip up one of his world famous sandwiches.
After our stop at Skagit Powersports we ripped down Interstate 5 back towards Everett. We passed by Cycle Barn in Marysville but did not have time to stop. Jim Boltz opened Cycle Barn in 1972 — they sell CF Moto, Honda, Kawasaki, KTM, Polaris, STACYC, Yamaha and Yamaha Power. When we put the bikes back in the garage I glanced down at the odometer and it read 955 miles — exactly 400 more miles than the Pan America had at the beginning of the adventure. It was an easy and fun bike to ride, especially where we went.
Another dealer that we drove by but did not have time to stop at was Ride Motorsports in Woodinville, a multi-line dealer with Honda, Sea-Doo, Ski-Doo, Yamaha, Can-Am, Suzuki and Husqvarna. Definitely have to go back to the Pacific Northwest and swing back by Skagit Powersports, Cycle Barn and Ride Motorsports!
Unfortunately, the fun had to end as somebody had to put this issue to bed. Dan drove me back to the Seattle airport to fly back to Orange County and another 24-hour thrash to get everything laid out. Should I have skipped town at deadline time? Probably not. Would I do it again? In a heartbeat! It was a great time and a great way to spend a few days off from work! The bikes, weather, roads, sights and company were perfect, thanks Dan!
JULY
EMERALD CITY HARLEY-DAVIDSON
In addition to sharing its Dealer Principal with Eastside Harley-Davidson, Todd Thompson makes sure the same modus operandi is maintained at the Lynnwood location. “At Emerald City Harley-Davidson, our customers come first,” he states. “Our mission statement is: Building lasting relationships with our customers and employees while serving the recreational and travel community. Our core values shall be based on Honesty and Integrity and Service to the Community.”
Emerald City Harley-Davidson is managed by riders for riders. Actually, Emerald City Lynwood and Eastside are part of a local family owned dealership group that also includes Mt. Rainier Harley-Davidson in Seattle.
“Regardless of our location, we truly believe in experiencing the freedom of the open road, that is why we are here and what drives us to continually provide awesome customer service and deliver on the Harley-Davidson experience,” notes Thompson. And by tapping into this network of family owned dealerships, the group has more Harley inventory than any dealer in the area.
“We have the largest new Harley-Davidson® and used inventory of anyone on the West Coast, with more than 500 motorcycles between the four stores, as well as the biggest Parts, Accessories and MotorClothes inventories to match.”
Bottom line according to Thompson: “Our philosophy has been simple. As fellow riders, we want to treat you like we like to be treated. We promise to deliver exceptional service to you, day after day and have fun doing it!”
EASTSIDE HARLEY-DAVIDSON
Building lasting relationships with our partners and employees while serving the recreational and travel community,” says Eastside Dealer Principal Todd Thompson. “Our core values shall be based on Honesty and Integrity and Service to the Community.”
This isn’t just lip service… My riding buddy Dan has bought multiple bikes from this dealership, including the new Pan America I was riding, the 2016 Road Glide he was riding as well as his 2014 Street Glide. Seems like salesman Johnny Waterbury has Dan’s credit app on speed dial! We didn’t come away with another new bike, but did develop an appreciation for the shop, particularly their pre-owned operations!
Billed as the Pacific Northwest’s best motorcycle dealership, Eastside stocked deep during the pandemic and still has a healthy inventory on hand at all times. “Between our Seattle, Bellevue and Lynnwood locations we carry more than 200 new Harleys at any given time,” notes Thompson. “Plus there are pre-owned motorcycles of all makes and models.”
It isn’t all about unit sales, Thompson adds (although Johnny and I would disagree). “Whether you’re looking for a new or used motorcycle, looking for parts to fix up your current ride, or wanting to schedule a service appointment for your motorcycle then we are the place for you,” concludes Thompson.
JET CITY HARLEY-DAVIDSON
Part of Michael Veracka’s MOD Enterprises family of dealerships, Jet City Harley-Davidon is part of the largest Harley-Davidson dealer group on the West Coast. It is also the #1 New Sales Volume Harley-Davidson Dealer in the world. “We are one of the fastest-growing Harley-Davidson dealer groups in the USA and we can’t wait to share our passion for riding and the Harley-Davidson community with you,” says Veracka.
During the late 1970s, Michael’s father, Dave Veracka, transformed his love for motorcycles into a lifelong profession by establishing the family’s inaugural motorcycle dealership in Brockton, Massachusetts. At just four years old, Michael began racing dirtbikes, fostering a deep connection to the world of motorcycles. Growing up working in the dealership, Michael cut his teeth in an immersive motorcycling environment. It became evident that his path was intertwined with the motorcycle industry.
After graduating business school, Michael first applied his knowledge and existing understanding of the business at Central Maine Powersports in Lewiston, Maine.
In 2008, despite a challenging economic downturn, Michael joined the family business, partnering with the late Ed Lemco at Grand Rapids Harley-Davidson in Michigan. Michael put in sweat equity in the dealership under the mentorship of his father Dave, and through further immersion in the business, Michael grew into a successful leader with a knack for management. Riding on this success, the family acquired more dealerships across the US where he was able to come into his own and solidify his expertise in dealership operations.
In 2019, the family chose to split the large dealer group in two, but continue to work toward success: One for Michael, one for his brother Paul, and a consulting agency headed by their father, Dave. Michael hit the ground running, dominating the West Coast. Fast forward to today and Michael stands as the proud owner of the Largest HarleyDavidson Dealer Group on the West Coast, with the majority of his dealerships firmly holding top 25 spots in the HarleyDavidson dealer network of approximately 600 dealers.
LYNNWOOD MOTOPLEX
Professional hockey brought Jim Powers Sr. down from Canada where he had played for the Seattle Totems and the Vancouver Canucks. Upon retiring Jim Sr. changed gearsa opening up a Yamaha dealership that has since grown… and grown!
In the late 60’s the state of Washington closed down one of its liquor store locations along Scriber Lake Road. The location reopened in March of 1970, as a motorcycle dealership run by Powers flying pretty much solo. Not so now with a full staff of passionate players! “Our employees are very passionate about our products and services and we ride what we sell,” claims Powers. “That’s what makes our staff so knowledgeable when it comes to helping you get the right products to suit your needs.”
The original store location boasted 3,500 square feet, but in six months Powers had to move the store and opted for a location along WA-99 that doubled his size to 7,500 square feet. That lasted until 1999 when Powers made a big step and a major splash on Hwy. 99 moving his store to the old Jack Roberts Appliance Center providing the dealership with 32,000 square feet. Today they carry Yamaha, KTM, Polaris Victory, Indian, Kawasaki, Sea-Doo, Family Sport and Surf boats from Yamaha, Centurion and Supreme.
Throughout that time the dealership has been a family affair. “I actually ran the store myself in the beginning putting the ‘back in 15 minutes’ sign on the door anytime I had to go to the bank or the restroom” says Powers. But slowly he got help from his wife and kids, and today his sons, Garrett and Jim Jr. manage various aspects of the store, while his daughter, Janice, functions as the bookkeeper.
SKAGIT POWERSPORTS
Bill Cameron opened their Skagit Powersports back in 1992. By 1997, the dealership garnered its first Dealernews Top 100 award. By the time the dealership earned Grand Prize honors in 2010, Cameron had collected 12 more before being retired to the hall of fame. Even without the Top 100 bragging rights on the line, the dealership has continued to grow, offering a number of Japanese and Euro lines.
Skagit grew to a multi-line dealership selling everything from Argo, Husqvarna, Kawasaki, Kayo, KTM, Oset, Royal Enfield, Stark, Suzuki to Yamaha. Even with so many lines, Cameron realized the need to connect with each customer, no matter what they ride. Back in the day, that meant track days selling race bikes throughout the region. But he saw the shift to ADVs coming two decades before the rest of us did!
In 1995, Bill hit a hole-in-one during a golf game in South Carolina, but more importantly he introduced his customers to the Monkey Butt 300 ride, leading them from his store Burlington to Winthrop and back over State Route 20, stopping for a barbeque lunch mid-way. Brilliant!
Even though the shop was closed, we called Bill to see what was new and asked about the new dealership — Lifestyles Honda down the street from Skagit Powersports. Bill said Lifestyles is one to watch! It is owned by Gregg Hecht and they carry lines Skagit never did, including Honda, ROXOR, Ski-Doo, Can-Am Sea-Doo Honda Power Equipment, Scarab and Krash Industries watercraft.
Dealernews Research
By Don Musick
TONIGHT’S
FORECAST…
DARK! Part II
The Whole Enchilada!
In the Google Earth image below, the 211 Nielsen DMAs are shown outlined in green. The size of the symbols centered on each DMA, represent their relative UTV/
SXS search volume during the 2018-2019 time period (larger area=larger search volume). The symbols are further subdivided into segments (up to 8) that represent the relative search volumes for each OEM (search shares). This format allows easy identification of consumer UTV/SXS interest by geography, relative volumes and OEM shares. Google Earth can also reveal the data underlying each DMA by clicking on a symbol as shown in the following graphics (Salt Lake City DMA). The first image illustrates the pop-up window where the data is segmented only by OEM while the second image breaks the data out by both OEM and model segments. Consistent with our observations on the 20-year timeline, Polaris once again dominates search volume and for nearly all Nielsen DMAs.
In this analysis we’ve only examined 18 models representing 8 OEMs but clearly it could be extended to include additional OEMs and/or model segments.
We’ve seen how Google Trends can be used as an indicator of prepurchase intent, however there is another, more targeted approach that gets closer to the purchase decision.
I WANT MY PS-TV
That’s PowerSportsTV! Since 2005, PowerSportsTV (PS-TV) has been a go-to source of comprehensive product data for the powersport industry. Founded by entrepreneurs Mark Campbell and Jason Weinandy, their mission was:
“We’re in the business of identifying people in the market to buy powersports vehicles and then ensuring they have the best possible buying experience with our network of ‘Best of Breed’ Dealers throughout the United States.”
Continued from page 33
Product specifications on the website are continually updated and provide detailed comparative data to help prospective buyers with their purchase decisions. So how does this give us a clearer picture of UTV/SXS interest beyond what Google Trends provides?
In the same way that Google Trends tracks location via user IP address (which is aggregated at State, DMA & City levels), PS-TV does as well. Furthermore, PS-TV can tag individual user views of specific product pages to IP address which can then be geo-located. Since the PSTV website covers literally thousands of UTV/SXS year/ make/model product specs, clearly there is potential for a more of a granular view of pre-purchase interest. While Google searches might be considered as less specific, users of PS-TV and their associated page views represent a more targeted level of interest and hence are more of a reflection of purchase intent.
APPLES TO APPLES
To be consistent with the Google Trends analysis above, we reached out to PS-TV for a sample of their data (shout out to Jason Weinandy for his help!). The data sample obtained is a snapshot of UTV/SXS page views that covers the period 3/1/2018-3/31/2018 representing 2,336 unique product page views. Due to the small sample size, the data was only analyzed at the OEM level and did not include a breakout of individual models. The following table represents a summary of page views by OEM (19 total) ranked by volume.
Qualitatively, the volume ranking of PS-TV page views follows the same trend found with the Salt Lake City data above. The shares for each source are summarized in the following table (note that percentages are relative to these 7 OEM totals).
Of course, the Google Trends comparison only reflects the Salt Lake City DMA while PS-TV page views are nationwide (albeit only for a single month). However consistently (and unsurprisingly), Polaris dominates both.
CONNECTING THE DOTS
As described above, PS-TV page views can be geo-located. However, accuracy is limited to the location of a user’s local ISP (Internet Service Provider) …. but it’s far more granular than Google Trends aggregates. The graphic below shows the geo-located page views for all 19 OEMs in the sample as dots each representing a location. The graphic shows a heat map overlay (yellow to orange) to accentuate areas of higher volume. Fun fact… our neighbors to the north can also be seen as represented in this sample.
So here we are. We’ve gone from eclipses to search trends to page views. There’s always more than one way to skin a cat (metaphorically). Seems like a good place to stop.
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, consumerdirect commerce portals, manufacturer/dealer e-channel integrations as well as development of webbased 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
MAY AWP IN REVIEW
Summer has Begun
As we officially leave spring and move quickly into summer, Average Wholesale Prices (AWP) continue to follow our forecasted trends. May values show strength versus 2019 comparables while trending below last year’s pricing. AWP trends generally follow season norms but at levels that suggest additional softening in the market should be expected. Dealer DMS data exhibited solid trends in new unit sales through the first four months of the year while continuing to display a build-up of unsold inventory at dealerships. With new inventory levels significantly above that of 2019, expect OEM promotional activity to continue to increase through summer and fall, influencing buyer bid behavior in the lanes.
It’s Time to Act
Diving into the category pricing, nearly all On-Highway segments fell versus short-term (prior 90 days) and long-term (Year-over-Year, YoY) comparables, with the only exception in the Domestic Cruiser category. In contrast, Off-Road AWPs climbed in May with ATV, SxS, and Snow strengthening versus YoY and 90day comps. Generally speaking, values begin to fall in summer, but the subtle differences between on-highway and off-road trends last month highlight how microseasonality within the categories can shift and move in slightly different directions. With the weather heating up across the country and the volume of new inventory continuing to be of concern, dealers must ramp up turn times and move product as swiftly as possible to avoid potential losses. The time to act is now.
Seasonality Trends
As we enter June, dealers, OEMs, and lenders are pulling out all the stops to increase consumer interest and spur sales on new products. Promotional activity, incentives, and discounts are running high as dealers navigate the rising costs of aging inventory. As we’ve continued to beat the drum of turn times and sales velocity, the trends in auction values continue to support our narrative that the back half of this year will be difficult for dealers who continue to sit on product. Historical trends tell us AWPs will continue to slide MoM until late Q4, meaning today’s prices will be better than tomorrows. Our advice to dealers regarding moving inventory is to err on the side of speed versus margin. Expect June AWPs to come in 3-5% below MoM and YoY values, supporting “normal” seasonal price behavior.
SERVICE, LINE #1 PIED PIPER POINTS OUT YOUR CUSTOMERS ARE STILL
ON HOLD!
Well-run service departments focus on increasing customer loyalty, and the first service experience to drive that loyalty is a customer’s phone call to schedule an appointment,” notes Pied Piper CEO Fran O’Hagan, as a preface to the 2024 Service Telephone Effectiveness (STE) study. He points out powersports is failing — miserably — at picking up the phone. “Industrywide, 1 in 7 customers failed in their attempt to schedule a service appointment within a reasonable amount of time…” and that number is dropping for most brands.
Don’t think this matters to your dealership? After all techs are hard to find everywhere, right? O’Hagan warns you can kiss that customer goodbye if you don’t pick up the phone! “Powersports customers who find scheduling service difficult vote with their feet by moving to another dealership or independent shop, or even getting rid of their vehicle.” Can you hear me now?
It is not all bad news, Triumph surged 9 places from the 2023 STE study to lock in the top slot by a country mile. Other brands with the greatest improvement from last year were KYMCO, CFMoto, HiSun and Kawasaki, all of whom improved their STE scores more than four points since the prior study. However, the performance of 16 brands declined, including Harley-Davidson, Zero, Suzuki, Moto Guzzi and Indian.
“Triumph was ranked first of 27 powersports brands in Pied Piper’s 2024 PSI Service Telephone Effectiveness Study, which measured the efficiency and quality of service telephone calls from a customer’s objective of quickly and easily setting up a service appointment,” explains O’Hagan. “Following the Triumph dealers in the rankings were dealers who service Harley-Davidson’s electric LiveWire brand, BMW, Aprilia and Polaris Off-Road.”
As a point of reference, Triumph’s top marks were still 3 points BELOW the auto industry average! In fact, one in seven (15%) of the study’s powersports customers hung up their phone having failed in their attempt to schedule service. “Only 33% of the customers quickly accomplished their objective, speaking with a service advisor within one minute, and scheduling an appointment within one week,” adds O’Hagan. The silver lining is that 13% of the powersports dealerships nationally actually went further, achieving STE scores over 70, by also providing a proactively helpful experience that went above and beyond the customer’s basic expectations.”
Compared to last year, the national average STE score dropped three points, from 46 to 43. Powersports dealers in this year’s study were more likely on average to place customers on hold, less likely to give their name to the customer, less likely to ask for the customer’s contact information and less likely to provide an estimate of how long the repair would take or what it would cost. Not good!
There were a couple bright spots, however. Dealers on average offered an earlier appointment, six days out on average, compared to nine days out last year! Dealers were also more likely on average to ask if there were any other services needed while the customer’s vehicle was in the shop.
Triumph, this year’s top scoring brand, improved their STE score by nine points over the previous year to achieve a score of 55, close to the automobile industry average STE score of 58. Triumph customers spoke with a service advisor within one minute and scheduled service within one week 47% of the time on average, compared to only 18% of the time last year. Similarly, last year Triumph customers waited on hold more than two minutes 24% of the time, which improved to only 8% of the time this year.
Performance of each measurement varied by brand and dealership, and the following are examples of performance variation by brand:
“Mission Failure” How often did a customer hang up their phone having failed to schedule a service appointment?
• Less than 10% of the time on average: Aprilia, Can-Am, Polaris, Triumph
• More than 25% of the time on average: Ducati, Indian, Moto Guzzi, Tracker, Zero
“Mission Acceptable” How often was a customer able to speak with a service advisor within one minute and schedule a service appointment within one week?
• More than 40% of the time on average: Harley-Davidson, Indian, KTM, Moto Guzzi, Triumph
• Less than 20% of the time on average: Cub Cadet, John Deere, Zero, Arctic Cat
2024 Pied Piper Prospect Satisfaction Index® Service Telephone Effectiveness® (STE®) Study (U.S.A.)
Powersports Brands Ranked by Pied Piper PSI® Service Telephone Effectiveness®
Triumph (+9)
Livewire (+2)
BMW (+0)
Aprilia (+1)
Polaris Off-Road (-2)
Kawasaki (+4)
Can-Am (+2)
Royal Enfield (-1)
KTM (-1)
CFMoto (+5)
HiSun (+5)
Indian (-5)
Harley-Davidson (-9)
Husqvarna (-2)
Kubota (+3)
Kymco (+8)
Industry Average (-3)
Ducati (-2)
Honda (-2)
Moto Guzzi (-6)
Roxor (N/A)
Suzuki (-6)
Yamaha (-3)
Arctic Cat (-4)
Tracker (-2)
John Deere (-3)
Cub Cadet (-3)
Memo: Auto Industry Avg Zero (-7)
(+/-) vs Previous Year
How many days out was the first available service appointment?
• Less than 5 days on average: Harley-Davidson, Indian, KTM, ROXOR
• More than 9 days on average: Arctic Cat, Kawasaki, LiveWire, Suzuki, Tracker
How often was a customer placed on hold for more than two minutes?
• Less than 5% of the time on average: BMW, Cub Cadet, HiSun, Husqvarna, Kawasaki, Kubota, Moto Guzzi, Polaris
• More than 15% of the time on average: Arctic Cat, Indian, KTM, Tracker, Yamaha
How often was a customer asked if they were experiencing any other issues?
• More than 35% of the time on average: Arctic Cat, Indian, John Deere, Kawasaki, Royal Enfield, Triumph
• Less than 25% of the time on average: Cub Cadet,HarleyDavidson, LiveWire, Moto-Guzzi, ROXOR, Tracker, Zero
BOTTOM LINE
The first step toward improving the service telephone experience is to understand what is really happening when customers call, which is often a surprise. “The effort is worth it,” said O’Hagan. “Satisfied service customers are more likely to be long-time loyal customers not only for service work, but also when it’s time to buy another vehicle.”
Compared to last year, the national average STE score dropped three points, from 46 to 43. Powersports dealers in this year’s study were more likely on average to place customers on hold, less likely to give their name to the customer, less likely to ask for the customer’s contact information, and less likely to provide an estimate of how long the repair would take or what it would cost. However, dealers on average offered an earlier appointment, six days out on average compared to nine days out last year, and dealers were more likely on average to ask if there were any other services needed while the customer’s vehicle was in the shop.
So was your dealership one of the 13% or one of those getting a failing grade in the STE? And how did your brand fare when it came to Internet Leads? The May issue featured a deep dive into the shallow end of the pond… Refresher course here for those with a below average ranking: issuu.com/dealernews/docs/issue_5_may_ cff028f530371f/34
PIED PIPER IS NOT FOR EVERYONE?
Even before this issue went live, the industry began weighing in on the rankings from Pied Piper’s 2024 Service Telephone Effectiveness (STE) study. It struck a nerve with OEMs and dealers alike. Comments ranged from thanks for the much needed benchmarking to flat out disdain: “they waste mostly commissioned salespeoples’ time” (see the Letters page this month). Rather than attempt to explain it, rationalize it or apologize for the truth, we went straight to the source.
I think I actually understand some of it, however that particular comment from Jay doesn’t appear to be relevant to measuring the effectiveness of service telephone calls. If instead the comment is about measuring and reporting how effectively a dealership sells in person, no question that some dealerships don’t like the idea of measuring in person selling. We would argue that in many cases they are right; often dealerships don’t need any help selling in person.
On the other hand, if our client is a manufacturer, and the manufacturer finds that certain dealerships are underperforming — not achieving the sales or market share that they should — then if it turns out that an ineffective sales process is holding them back it’s a straight-forward fix.
Dealerships with the highest sales and market share nearly always have something in common: they have a well-established sales process that everyone follows. If a customer walks into the dealership interested in buying something, that customer shopping experience will be very similar to the experience of the next customer, regardless of salesperson and regardless of customer. Pied Piper learned a long time ago to pay no attention to the opinions of manufacturers, dealers, customers or worst of all –mystery shoppers. Instead Pied Piper simply uses mystery shoppers as actors and fact gatherers.
Do specific sales behaviors happen or do they not? Simple as that. And those behaviors are the ones where the dispassionate math says, “Dealers who follow these behaviors on average sell more units, more profitably than dealers who do not.”
But back to my first comment; many dealerships don’t need help selling in person — what happens in person is visible to any general manager or dealer principal. That’s in
contrast to what happens when a sales customer reaches out via the dealer website, or a service customer calls for an appointment, either of which can be invisible to management.
Of all our clients, the ones who LOVE Pied Piper are the large auto dealer groups. They are the ones who — if they find something that works — can quickly implement it across all of their dealerships. They try Pied Piper services, find that it drives measurable financial improvement, and implement it across their network. No one complains, everyone gets behind it. Big improvement happens and that improvement is sustained. These are also some of the most process-oriented retail organizations you’ll find.
Contrast all of that with independent powersports dealerships. Some of them are every bit as processoriented and sophisticated. But for many it’s still a bit of the wild west. “I run my dealership the way that I do because that’s what I want to do.” That type of dealership, often without well-defined processes, also attracts a certain type of salesperson. Maybe someone who just likes motorcycles, but has never actually learned to sell. I don’t have a problem with that… it’s the owner’s store, he or she can run it however they wish. I like motorcycles too, and I’m personally rooting for those owners and those salespeople.
But… if they ever want to know—factually—what the industry sales best practices are, and want someone to measure and report whether their sales team follows those best practices, we’ll be here. — Fran O’Hagan
The Pied Piper PSI® Internet Lead Effectiveness® (ILE®) Studies have been conducted annually since 2011. The 2024 Pied Piper PSI-ILE Study (U.S.A. Powersports) was conducted between May 2023 and February 2024 by submitting website inquiries directly to a sample of 3,718 dealerships nationwide representing all major powersports brands.
Founded in 2003, Pied Piper Management Company, LLC is a Monterey, California, company that helps brands improve the omnichannel sales & service performance of their retailers, by establishing factbased best practices, then measuring and reporting performance. Examples of other recent Pied Piper PSI studies are the 2024 Pied Piper PSI® ILE® Auto Industry Study (Nissan’s Infiniti brand was ranked first), and the 2023 Pied Piper Service Telephone Effectiveness® (STE®) Powersport Industry Study (Harley-Davidson was ranked first).
Complete Pied Piper PSI® industry study results are provided to vehicle manufacturers and national dealer groups. Manufacturers, national dealer groups and individual dealerships also order PSI® evaluations – in-person, internet or telephone – as tools to measure and improve the omnichannel sales and service effectiveness of their dealerships. For more information about the Pied Piper Prospect Satisfaction Index, and the fact-based PSI® process, go to: www.piedpiperpsi.com
SHIFTING GEARS AT PIED PIPER
Alwyn du Toit Joins The Band
When motorcycle and auto industry exec Fran O’Hagan was forced to make a career change by an OEM that lost its way, he launched Pied Piper Management Company, LLC back in 2003. The specific goals included making retailers more profitable, creating faster inventory turnover, maintaining higher profitability and building increased customer loyalty. The mission remains the same to this day, but Fran the front man now has some back-up joining the band.
In announcing that Alwyn du Toit becomes Pied Piper’s Vice President, Clients & Partnerships, effective July 1, 2024, O’Hagan notes, “We are thrilled to welcome Alwyn to the Pied Piper team… Pied Piper clients will benefit from his thorough understanding of the auto and powersports industries and proven track record helping OEM clients improve their operations.”
In this role, du Toit will be responsible for helping new and existing OEM clients improve the effectiveness of their dealers by selecting and implementing Pied Piper measurement and reporting.
“It is truly an honor to have been selected for this role, and I am eager to bring my industry passion and experience to contribute to the long term goals of the company and its partners,” adds du Toit, expressing his enthusiasm for joining Pied Piper. “I am particularly enthusiastic about the opportunity to work closely with Fran and his team and am confident that, together, we will reach new heights while continuing to provide outstanding value to our clients.”
A wealth of dealership experience in both motorcycle and automotive markets, du Toit is also an engineer, holding a Bachelor of Science degree from the University of Pretoria.
Prior to joining Pied Piper, du Toit was dealer principal and general manager of a group of five BMW dealerships in South Africa, which sold and serviced both autos and motorcycles. More recently du Toit was U.S. country manager and director for ASE Global, providing business management solutions to automotive OEMs.
Writing Aug 5–Aug 8 Parts and Accessories Management Aug 13–Aug 15 Service Management Aug 19–Aug 22
Dealernews Research
By Lenny Sims
A RETURN TO SEASONALITY...
Is Soft
Channel Stuffing” is such a harsh term! Let’s call it “a return to traditional seasonality.” With that semantic issue out of the way, the values tend to make more sense this spring as the kinks in the supply chain have been straightened out and new unit supply has exceeded demand. Q1 2024 started out notably lower than the same period of the previous two years, but the difference has narrowed in the most recent period with values increasing from January into April.
In the motorcycle segment, values for the most recent 10 model years of cruisers averaged 5.4% higher in MarchApril compared to January-February. For comparison sake, this was 10.8% lower in the first four months of 2024 compared to the same timeframe in 2023.
Sportbikes averaged 6.3% higher in March-April compared to January-February. This was 5.8% lower year-over-year, however. “Soft” seems to be the operative term for the start of 2024.
CURRENTS+
FORE! THE FUTURE OF GOLF CARTS IS ELECTRIFYING
Our friends at Evolution Electric have some thoughts on the future of the market. “As the world increasingly leans towards sustainable and convenient modes of transportation, the golf cart market has seen a remarkable evolution,” states the company’s FOREcast. They note market shifts and advancements in the Low Speed Vehicle (LSV) and Neighborhood Electric Vehicle (NEV) segments — where Evolution Electric Vehicles made a significant impact with the debut of their D5 Series models: the D5 Ranger 2+2 and Maverick 2+2.
“Amidst this growth, consumers are met with a plethora of choices, ranging from emerging brands offering seemingly attractive deals to established manufacturers known for their reliability and innovation. The golf cart industry has been on an upward trajectory, with 2023 marking a year of significant advancements and growth. The shift towards electric and other clean energy carts underscores a collective move towards environmental stewardship and efficiency.
However, this growth is not without its challenges, including the competitive pressure that could potentially push some players out of the market by 2025. Issues such as supply chain inefficiencies, legal challenges, and the quest for street legality have become critical considerations for manufacturers…
Tee up the full story here: evolutionelectricvehicle.com/navigating-the-future-ofgolf-carts/
SPEAKING OF THE FUTURE…
In his ground breaking treatise Origin Of Species, Charles Darwin outlined the theory of evolution. Darwin posited that evolution was a process of integrated variations that increase the ability to compete and survive in a changing world…The folks at Evolution have foreseen the future of the golf cart and have incorporated variations and improvements for the next generation of vehicles.
“As communities around the world consider their transportation needs in a post-pandemic world, golf carts offer a promising, practical, and environmentally friendly alternative for local travel,” states Evolution’s own version of Origin Of Species called Golf Carts: The Future Of Urban Mobility. “With careful planning and consideration of the associated challenges, golf carts could play a starring role in the future of urban mobility.”
“Evolution is our name and continuously improving the product is in our DNA… but we still can’t tell you what is coming,” say our friends on the inside. What they can say is it will be “evolutionary.”
“The concept of urban mobility is rapidly evolving. While most people envision a future with self-driving cars, hyperloops, and flying taxis, a less glamorous but incredibly practical vehicle is quietly revolutionizing local transportation: the golf cart. EVolution is proud to be part of the leading revolutionary forces in the market.”
CAKE RISES AGAIN?
After burning AMF — the ironically named Swedish pension fund — and expending a shocking $75 million before declaring global bankruptcy, eBike innovator CAKE is set to rise again. CAKE pulled the plug on February 1, 2024. Shortly after, the Norwegian company Brages Holding AS acquired the brand and its intellectual property, according to an announcement from the new owner. “Since then, a new and small team has been established, and they are now sharing some of their initial plans for CAKE’s future.”
“As a car retailer in Norway, we have witnessed how fast the electrification shift can go when people set their minds to it,” explains Espen Digernes, owner of Brages, on why they acquired CAKE. “Now, we believe the transformation in the micro-mobility sector will accelerate as well. Not only for motorbikes, but also for scooters, mopeds and electric bikes. When we first connected with CAKE as a retailer, we fell in love with their products, the design, the craftsmanship and the story behind CAKE.”
Since the acquisition in March, a business plan has been crafted for the new CAKE, according to Digernes. This plan is an ambitious quest to lead the premium electric two-wheeler segment in targeted markets. “At the same time, we aim to sustain the passion and enthusiasm for the brand through our CAKE team and the devoted community of riders.”
Today, a small core team, including key employees from the former CAKE, is working hard to continue developing highquality, high-performance products with standout designs that inspire customers and drive us toward a zero-emission society. This team is led by former CAKE CTO, Petra Färm, who adds, “It is an honor to be part of the next chapter in the CAKE journey. The original journey of CAKE was on the brink of success. However, there was obviously a need to pivot in certain strategic areas, and I believe there is great potential now in making these changes to evolve CAKE into a profitable company.”
The CAKE headquarters and brand store in Stockholm have reopened with our core team, and already produced bikes are available for sale again. “Our goal in acquiring CAKE was to evolve the brand,” concludes CAKE’s new owner. “We aim to scale CAKE by building a robust retailer distribution network and transforming a remarkable Swedish initiative into a Scandinavian success.”
TAIGA TEAMS WITH FREEDOMROAD FOR FINANCING
As the business model shifts from D2C to B2B via traditional dealers, Taiga has teamed with FreedomRoad Financial. Now US Dealers will have access to flexible financing options for Taiga’s complete range of electric snowmobiles and personal watercraft. “Our vision has always been to make sustainable exploration more accessible than ever,” claims Taiga’s CEO and co-founder Samuel Bruneau.
“We are very excited to establish a strong partnership with FreedomRoad to provide instant financing that allows powersports enthusiasts the opportunity to experience all the fun and benefits of electric powersports vehicles,” Bruneau explains. “FreedomRoad has a reputation for exceptional client service, something that’s very important for all of us here at Taiga.”
Bruneau believes Taiga’s value proposition makes sense for FreedomRoad. “Taiga is a pioneer in key powersports segments, offering the first mass-produced fully electric snowmobiles and personal watercraft. These purposebuilt EVs deliver high performance with zero engine noise, zero emissions and incredible performance. Essentially maintenance-free powertrains, customizable riding settings, and hyper-precise throttle controls, Taiga’s Orca watercraft and Nomad snowmobiles provide cost-effective thrills for outdoor enthusiasts.”
“FreedomRoad looks forward to supporting Taiga in its mission to electrify the powersports industry, creating innovative products for consumers to experience the benefits of EV technology on the trails and in the water,” adds Jerry Miceli, Vice President, Dealer Relations at FreedomRoad Financial. “FreedomRoad supports the adoption of EV’s and is excited to support Taiga in the US market.”
Actually this is kind of a big deal since FreedomRoad Financial is one of the national lending arms of Evergreen Bank Group. The Illinois-chartered community bank is wholly owned by Bancorp Financial, Inc with more than $1.4 billion in assets! FreedomRoad has full credit spectrum programs in the US covering powersports dealerships nationally. For more information about FreedomRoad Financial, visit: www.FRF1.com
The funding program Is clear, but what is a taiga? For those of us south of the Arctic Circle, taiga is a subarctic forest which lies between the tundra to the north and temperate forests to the south. Alaska, Canada, Scandinavia and Siberia have taigas… and now North American dealers have Taigas and financing, too.
For a better definition of what this might mean for your dealership, click here: www.taigamotors.com
CURRENTS+
A ROYAL WELCOME FOR EV OEM
Verge continues its world conquest of electric superbike by its first brick-and-mortar store in the Principality of Monaco. The flagship store functions as a showroom and “experiential” center offering customers an opportunity to learn more about EVs and find out about Verge’s unique technology – the integrated rim motor inside the rear wheel.
“It is an honor for us to open our first store in the home of world motorsports,” says Tuomo Lehtimäki, CEO of Verge Motorcycles. “Monaco is an important place for us in terms of both its location and the purchasing power of the clientele.” The new flagship store in Monaco serves as a permanent test ride centre all year round, he notes. “Now Verge fans, especially those living in Southern Europe, can easily get to know our bikes at any time,”
The opening reception took a royal turn when Prince Albert II of Monaco visited the store in conjunction with the Monaco GP. Other special guests included top names from the world of motorsports. Alongside Verge’s core team, His Serene Highness Prince Albert II was welcomed by F1 legend Mika Häkkinen, whose exclusive signature edition model with a limited run of just 100 bikes, was recently unveiled.
The Monaco flagship store of Verge Motorcycles is located at Le Park Palace, 27 Avenue de la Costa, 98000 Monaco.
VERGE FLAGSHIP STORES LAUNCHED
Unless you are a Peter Sellers fan, you probably don’t remember “The Mouse That Roared” when the Duchy of Grand Fenwick declared war on the United States… However Verge Motorcycles has invaded California, with two locations: Los Angeles and San Jose. The Finnish company believes California is the perfect place in North America to roll out its new directto-consumer retail format. The first store opened at Westfield Century City Shopping Center in Los Angeles on June 1st. Verge’s second store opened at Westfield Valley Fair Mall in San Jose on June 6th.
Verge Motorcycles’ international retail strategy is being driven by technology visionary George Blankenship, who was instrumental in developing Apple and Tesla’s ground-breaking showrooms. Blankenship’s excellent retail networks and industry experience will play an important role as the electric motorcycle pioneer opens its first U.S. stores.
“I see the same potential in Verge as I did at Apple two decades ago and Tesla one decade ago when those companies set out to completely redefine their industries,” says Blankenship, Verge’s Chief Revenue Officer. “I want Verge to be positioned wherever lots of people are spending time on a regular basis finding new things they might be surprised to see. Westfield Century City is one of the best shopping centers in the world, making it a perfect place for us to start our store operations in the United States.”
“The United States is already seen as one of our most important markets,” explains Pekka Parnanen, Chief Operating Officer of Verge USA. “Many of the pre-orders for our bikes have come from the western region of the U.S. and California consumers in particular are widely known for appreciating and adopting new innovations. Our new stores in Los Angeles and San Jose will begin the rollout of our Verge experience to as many American motorcycle enthusiasts as possible.”
Further demonstrating the California connection, Verge launched its’ new Starmatter platform In November, at the LA Auto Show. Starmatter brings software updates, sensor technology, artificial intelligence and an advanced user interface to motorcycling for the first time. Throw in Starmatter Vision upgrades, including multiple cameras and high-resolution radar, and Verge TS Ultra becomes the first motorcycle equipped with the sense of sight…
eSHIFTING GEARS+
Olle, Olle Oxen Free!
“It’s a wrap, bye bye Stark Future SL,” says departing Stark CCO Olle Olsson “With the company’s business strategy moving forward, all agree it’s better that someone else takes the leadership role of the global sales, marketing/brand and service/support for Stark.” After founding one of Scandinavia’s largest powersports dealerships — Oktan Sverige AB — back in 2010, Olsson had been consulting with BRP and others before going to Stark to launch the Varg.
“It’s with a saddened heart I have to inform you that we have agreed that Olle Olsson and Stark Future will part ways,” adds Anton Wass, Stark CEO and founder. “Olle has been an instrumental part of building Stark, joining us when the team was only 20 people until today almost 300, developing our global presence to what it is today. And I’m very grateful for everything he has done to build this company. I’m glad that Olle will remain as a shareholder and advisor to the company moving forward.”
“We have with very limited resources in a very short time accomplished what not many thought would be possible. In just a few years we have together made a big impact in the motorcycle industry creating a unique global brand and business. I love big challenges, and navigating through them is my strength and passion. I want to thank my team and the people I have worked with during these years, and of course all the amazing dealerships, customers and partners - You are all true legends!,” concludes Olson. “Today I’m so pumped for my new adventures, it’s a great time to be alive!”
It’s A Bear Market For Rawrr?
Heads up! Noting that the eMoto biz is a Bear Market, industry veteran and Motorcycle Industry Council Aftermarket Committee head Tim Calhoun has stepped back from his role with Rawrr and heads over to KYT Americas in a newly defined role as “Fractional National Sales Manager” for the helmet brand. Calhoun’s appointment comes at a significant time for KYT Americas, as the company continues to innovate and introduce new products designed to perform at the highest level of motorsports. His leadership will be key in navigating the market’s challenges and capitalizing on emerging opportunities.
“We are incredibly excited to have Tim join our team,” says Nathan Fitzgerald, Vice President of Marketing at KYT Americas. “His extensive experience and proven track record in sales management make him an invaluable asset to our company. We are confident that Tim will be pivotal in expanding our reach and enhancing our relationships with customers and partners.”
Calhoun’s career spans more than four decades, during which he has worked with leading distributors and a number of leading products. “Tim has demonstrated exceptional leadership and the ability to build powersports brands,” notes Fitzgerald. “His strategic vision and deep understanding of the market will drive KYT Americas’ growth and strengthen its presence across the United States, Mexico, Central America and South America.
”I am honored to join KYT Americas and look forward to contributing to the company’s continued success,” adds Calhoun. “KYT is a globally recognized brand synonymous with quality and innovation, racing at the highest levels. I am excited to work with such a talented team domestically and internationally to drive our sales efforts and deliver exceptional quality and value to our fast-growing family of customers.”
Yuasa On a Charge
Yuasa Battery Inc. is commemorating their 45th anniversary by bringing in battery business pro Rio Okubo as their new President and CEO, effective immediately. Okubo succeeds former President and CEO, Yuuka Moriya, who headed things up at Yuasa Battery in Laureldale, PA for the past five years. This is not Okubo’s first time working for Yuasa in the USA as he previously spent time as OE Sales Manager where he aided in expanding the Yuasa GYZ series product range, manufactured in America, for the V-Twin market.
“I am really excited to be back again with Yuasa Battery, and returning once again to the U.S., but more importantly, to be joining members of our Yuasa Team who all play a role in making products that help enthusiasts all over the world enjoy their powersport vehicles to their full potential.”
With more than 25 years in the battery industry, Okubo started his career with OEM sales at Yuasa Corporation Japan where he was in charge of Japanese OEM business, with Honda being one of his major clients both in Japan and globally. This led to a shift into a new role as an international salesman with GS Yuasa Japan where Okubo worked with manufacturers such as BMW, KTM, Piaggio and more. Okubo believes that, while the powersport market may not be growing at an exponential rate, it is very stable – backed with innovation and technology leading the way.
“I think COVID-19 was a huge blow to the US economy and all manufacturers… Yuasa went through a difficult time as well,” says Okubo. “We were not able to manufacture and ship enough product, which caused inconvenience and disappointment to our customers. We continue to invest into new technology, materials, and machinery while evolving our processes to provide the quality Yuasa has come to be known for.”
Yuasa has been manufacturing batteries in the United States since 1979. They are the largest American manufacturer/distributor of batteries for motorcycles, snowmobiles, scooters, ATVs/UTVs and PWC.
ELECTRIFY EXPO COMES OF AGE
By Brenda Stiehl
When we crashed the party at the Great Park of Orange for the very first Electrify Expo, we witnessed the early E-dapters and EV curious mingle with the markets’ pioneers. Operating under the old “Life” cereal mantra of “try it, you’ll like it” model the goal was to get butts in seats to debug the EV myths. In the intervening years the EV show has EVolved to reach venues coast-to-coast and moved from Orange County to the Long Beach Aquarium/Convention Center area. However the one thing that has not changed is the focus on getting people to demo the product.
Electrify returned to Long Beach for its third year and reported the highest attendance yet! EVen more impressive were the 50,000+ EV demos were conducted during the weekend. Although state subsidies for EVs have subsided and some of the forefathers have stubbed their toes (CAKE, Fisker, ONYX, etc.) there were plenty more energized innovators taking their booth space and demo ride slots in Long Beach in early June.
“EV interest and demand from consumers is growing, not shrinking,” notes BJ Birtwell, CEO and Founder of Electrify Expo. “Evidenced from our record-setting festival in Long Beach, and even in a mature EV adoption market like LA County, Southern California residents showed up in massive crowds to experience this festival. Exhibitors sold out of product, broke demo records, and attendees enjoyed 1 million square feet of the best brands the EV industry has to offer.”
Much of that 1 million sq./ft. footprint was taken up by multiple demo ride areas. The main area was a meandering trail around the Long Beach Aquarium for the pedal-assist products. However for the faster Surron-style bikes, there were closed courses since they could hit higher speeds. There was also a new “Electrify Outdoor Rec” section complete with the “Electrify Showoff” custom EV show.
With more than 150 custom electric show cars, e-bikes, motorcycles and scooters, including a collection of Super73s, MacFoxes and JackRabbits, the eBike show component was a success, according to Neil Tjin, Director of Electrify Outdoor Rec and Electrify Showoff. “From camping gear to customized vehicles, there was something for every outdoor enthusiast,” claims Tjiin. “Next up is Denver, and we can’t wait to see even more outdoor rec vendors and exciting products in 2024!”
Specifically from the powersports side, we saw familiar faces from BMW Motorrad, Kawasaki, NIU and Rawrr joined by new exhibitors like GoWow taking the cake — who we also saw at EICMA in Milan last fall and AIMExpo in February — with their CAKE-style Moto offerings. Birtwell points out Long Beach was the first time for BMW to share their eMobility scooters at Electrify, but won’t be the last based on the “positive” response.
Kawasaki catered to kids with their Electrode demos. However, the Green Team also had something for big kids, and technophiles on hand, including the Ninja e-1 and Hybrid that their dealers saw in the North American dealer meeting in Phoenix (Kawasaki’s first dealer meeting since before COVID).
From kick-scooters and electrified skateboards to drift trikes, the crew from Madd Gear stood out, bringing up big from down under. “MGP Action Sports was inspired by the vision of bringing Australia’s outdoor culture to the world,” says CEO Mike Horne. “MGP has always been at the forefront of bringing design, quality and affordability to everyday kids. This has been our focus from the outset and will always be an integral part of our DNA,” adds the Aussie-based innovator. More on Madd Gear here: us.maddgear.com/pages/about-us
Where does the EV market go from here? On the eve of the event, Birtwell cited global technology intelligence firm ABI Research’s latest forecast. “ABI is predicting that global EV sales in 2024 will increase by 21% and increase by 19% in 2025. This is all according to ABI’s EV Market Slowdown application analysis report, which studies electric vehicles’ sales growth and was published in early April 2024.”
Regardless of where it goes, we will be there. Dealernews has covered the emergence of the eBike/eMoto market with a dedicated section in every issue since 2019 and we were at the inaugural Electrify Expo: issuu.com/dealernews/docs/issue_10_october/54
The next stop on the Electrify Expo tour is set July 13-14 in Denver, the festival’s first-ever stop in Colorado. Dealers and vendors looking to display at the event or retail tickets, should contact Birtwell and crew, or click here: www.electrifyexpo.com/denver
TRANSACTION ANNOUNCEMENT
SLOAN’S MOTORCYCLE & ATV
MURFREESBORO, TENNESSEE
ACQUIRED BY Kirk Auto Group from the Sloan Family
“As a third-generation, family-owned dealership established in 1960, selling was not on our radar. However, family health issues brought us to consider it. Juan Pardo of PBS visited our dealership and helped us understand the buy-sell process and how to maximize the value of decades of labor. Juan and his team were instrumental in finding a buyer that fit with our family values and culture. Having never gone through a buy-sell, and 64 years of hard work and success in the community, emotions ran the spectrum, and we appreciate Juan’s calming personality. That steady, warm, and professional demeanor helped us get to a successful close. If you are looking to sell your powersports dealership, we would highly recommend Juan Pardo and his team at PBS.”
CURTIS SLOAN | SLOAN’S MOTORCYCLE & ATV
“I want to thank Juan Pardo of Performance Brokerage for guiding us through the buy-sell process. Having been a long-time family-owned automotive and powersports dealer in Mississippi, we knew this opportunity was a perfect fit for our growing group. As with most deals, there are complexities that come up. His professionalism and availability helped get this deal to a successful conclusion. I look forward to working with Juan again and recommend PBS if you are considering buying or selling your powersports dealership.”
CANNON KIRK | KIRK AUTO GROUP
For a confidential consultation and complimentary estimate of value on your business, please contact us:
Harley-Davidson & Powersports Division
George C. Chaconas, Senior Partner, CBI/M&AMI
Office: 813. 569. 6250 | Cell: 813. 245. 2535
Email: george@performancebrokerageservices.com
Address: 2102 West Cleveland Street, Tampa, Florida 33606
JUAN C. PARDO
COURTNEY A. BERNHARD
GEORGE C. CHACONAS
JUNE 2024 News from YOUR National Powersports Dealer Association
Welcome to the June 2024 newsletter from the NPDA! Our Dealers and Partners have joined us in our Mission: “To advance our industry by elevating Dealers to be well prepared, sustainably profitable and exceed the expectations of a growing Powersports customer base.” We welcome you to join us as a dues-paying member.
Window Clings En Route to New Dealer Members
Thanks for continuing to spread the word about the National Powersports Dealer Association. Our recent Window Cling mailing (above) for new Dealer members was a hefty one thanks to a recent surge of new members. Dealer groups joining the ranks recently were Mountain Motorsports (which also has eight locations in Georgia, Alabama and Tennessee) and Hattiesburg Cycles, with four dealerships in Mississippi in its group.
Among some of the other recent additions to our over 400 locations, dealers are interested in the State Council formations, have questions related to taxes on off-road vehicles in their state and more! We will be inviting NPDA Dealers on a state-by-state basis to gather on a video call soon as part of our State Council growth plans.
Send a note to dave@npda.org if you are interested in being the point person for your state’s NPDA members or if youwant to accept our invitation to join as an NPDA Dealer.
Realigning Focus: Prioritizing Common Goals In The Powersports Industry
Dealers - via emails, phone calls and in-person conversations with staff and Board members at the National Powersports Dealer Association - have expressed a litany of concerns in 2024 about perceived overreach by their Original Equipment Manufacturer (OEM) business partners. Recurring themes include:
• Mandates to procure costly displays and fixtures.
• OEM intrusion into dealer-operated platforms such as websites, Dealer Management Systems and CRMs.
These demands, among others, are consolidated into overarching certification frameworks intricately linked to incentive schemes positioned above the vehicle margin— the delta between dealer invoice and Manufacturer’s Suggested Retail Price (MSRP). Dealers opting for non-compliance with these program prerequisites find themselves at a financial disadvantage compared to their conforming counterparts.
When confronted with such challenges, NPDA’s initial guidance to dealers emphasizes a thorough grasp of franchise laws governing each state. These legislative frameworks delineate the parameters within which OEMs operate across the national landscape, with nuances varying from state to state. Transgressions against these laws risk forfeiture of market access within the affected jurisdictions. Check out our full position statement here: www.npda.org/general-5
Please Take Our Short Survey Related to State Associations
As a follow-up from the email you received earlier this month, you might know that the NPDA is beginning to facilitate the formation of State Dealer Councils at your request. As such, we are seeking feedback from our Dealer members.
We appreciate your participation in taking the survey to help us down that path.
Click the link to complete the survey: forms.gle/xKdarNST6dgij25r6
Credit Card Acceptance Insights from EDPS
Card present transactions offer several advantages over card not present (CNP) transactions, primarily in terms of security and fraud prevention, according to Electronic Data Payment Systems.
In card present transactions, the physical card is swiped, inserted, or tapped at a point-of-sale terminal, allowing for instant verification of the cardholder’s identity through a PIN or signature.
This reduces the risk of fraud, as the card and cardholder are physically present. Additionally, card present transactions typically incur lower fees for merchants compared to CNP transactions. This is because the perceived risk of fraud is lower when the card is physically present, leading to fewer chargebacks and disputes. The presence of the card also allows for the use of EMV chip technology, which provides enhanced security through encryption, making it more difficult for fraudsters to clone or replicate the card.
On the other hand, CNP transactions, commonly used in online shopping, phone orders, and mail orders, rely solely on the information provided by the cardholder, such as the card number, expiration date, and CVV code. This makes them more susceptible to fraud, as stolen card details can be used without the physical card. Consequently, merchants face higher risks and costs associated with fraud and chargebacks in CNP transactions.
To learn more about the NPDA member processing program, contact EDPS at 866-578-9740.
The Bigger We Are, The Better We’ll Be - JOIN THE NPDA!
Since its founding in 2021, the NPDA has grown to more than 400 Powersports Dealer members from all 50 States plus Puerto Rico.
And since the beginning of the year alone, we’ve had conversations and offered strategic advice to our Dealer members who have encountered the following issues and concerns:
• OEM in potential violation of state laws by requiring dealership to take specific actions
• State legislation that could potentially shut down ride parks due to unreasonable expense
• Dealer seeking assistance on how to push back against unreasonable ordering demands by OEM
We are better together and we are here to help you solve your problems. Click here to join: www.npda.org/dealer
Thanks for Reading and keep an eye on October 2024
Hope your July has plenty of sun-drenched days to make up for a generally drenched June across much of the country. Reach out anytime to let us know how we can assist in maintaining sustainable profitability at your dealership. Dave McMahon, Executive Director, NPD dave@npda.org; 612-226-8904 mobile.
In the meantime, hold the dates of Oct. 20-22, 2024, on your calendar. A little birdie tells me that a debut gathering in Big Ten country is going to be the place to be for our NPDA Dealers and Partners on those dates. Plenty of more details to share in the coming weeks.
Check out our Partner Profile discussing the loss of K&K Insurance as a Dealership Insurance option, and what that means for Powersport Dealer Insurance policies. — Zach Materne
Garage Insurance Market Further Strained with Underwriter Exiting
Apiar Commerical Risk Management reports to NPDA Dealers that the Garage Insurance market faces another significant setback as K&K Insurance exits. This marks the fourth major underwriter to leave in as many years. K&K Insurance recently decided to cancel their Motorcycle & Powersports Franchised insurance program.
Notably, K&K was the only underwriter that covered dealers of all sizes across all 50 states. This departure follows those of Philadelphia, Harco and Sentry (for non-Harley dealers), further straining an already stressed market.
For dealers, this means increased pressure on the remaining underwriters, likely leading to higher premiums and stricter underwriting guidelines. The frequent exits of underwriters stem from various factors, including profitability concerns, risk management, regulatory changes, and strategic realignments.
Carriers continually assess these factors to maintain financial stability and regulatory compliance.Even so, long-standing icons in the industry like Sentry and K&K are tough to take!
For current K&K clients, a notice of cancellation will be sent at least 30 days before policy renewal, per state laws. However Dealers should proactively contact their brokers to discuss alternative options NOW. Effective communication is crucial during this transition.
If brokers have limited options, it’s essential for dealerships to collaborate with brokers who have access to diverse insurance markets. Specialized brokers with expertise in dealership markets and strong underwriter relationships can secure the necessary coverage.
The departure of K&K underscores the importance of working with knowledgeable brokers to navigate the evolving insurance landscape and protect dealership assets effectively.
NPDA dealers still need help? Reach out to Zachary Materne, Commercial Property & Casualty Risk Consultant Specializing in Powersport Dealers at Zachary.Materne@CellBrokerage.com or (504) 236-0120 (mobile).
CELL BROKERAGE/APIAR
Apiar is a Cell Brokerage Risk Management company. Since 2009, our client-centric group of brands has been disrupting what it means to manage risks. As an idea company, our culture thrives on innovation and an entrepreneurial spirit. Our ownership has built and invested in an abundance of highly successful companies. Linking our ecosystem of cells relies on a connected network of collaborative support making us an organization companies want to partner with.
We call this shared service model, “resources for growth” providing our family of brands a solid foundation for their success.
The verticals we serve are part of a connected network of cells, the cells of Cell Brokerage Risk Management Group. While each cell may operate independently, provide different services, and operate independent verticals they are connected to form hives that provide the structure and framework from which we operate. This strength in structure gives us a competitive advantage to operate as a community with dedicated leadership and a shared vision to connect today and plan for tomorrow.
MSF NEWS
Website Simplifies RIDE Days
The Motorcycle Safety Foundation is continuing efforts to make it easier for training sites and communities nationwide to introduce formal coaching to aspiring motorcyclists and connect with veteran riders. The MSF RIDE Day program now has a well-developed web page designed as a primary resource for coaches and training providers.
“Among other things, the web page features a form that providers can use to schedule their own RIDE Days,” said Corey Eastman, MSF Director of Rider Education Expansion. “It helps with creating important assets such as hold-harmless waivers and promoting events through organic and sometimes paid methods. It has useful templates and many resources for learning how to produce and host a RIDE Day. We also now have a recap and video from each of the three RIDE Day webinars we recently hosted. Now that we have these deep reserves of video, photo, and produced content, we’re going to focus on encouraging training providers to host their own RIDE Days.”
The MSF RIDE Day program had a huge May – during Motorcycle Safety Awareness Month – with eight events spanning the country from Alaska to New York and more than 400 guest participants.
ATV SAFETY INSTITUTE NEWS
Free Online Training Courses Added
Two new, free online courses from the ATV Safety Institute provide riders of all ages the opportunity to learn important safe-riding strategies and techniques. These courses – Coaching Young Riders and the ATV eCourse – combine with ASI hands-on training to offer new riders the best way to get started. For those already riding, the courses serve as a great source of information. Spanish language versions will be available in early summer.
“Riding an ATV expands how you can enjoy the outdoors, but it takes skills and safe-riding techniques to get the most out of your ride,” said Scott Schloegel, acting ASI President and CEO. “This is why we encourage every rider to take our free online courses, and the corresponding hands-on course, before they get out on the trails. You will learn safe-riding practices and understand the importance of wearing proper safety gear. These new ATV eCourses and the hands-on training are also the best preparation for anyone needing to use ATVs for work.”
The online courses are available to all riders at no charge. Free hands-on training is available with every purchase of an ATV from an ASI member and classes can be found at ATVsafety.org
The four Chairs of the Congressional Motorcycle Caucus hosted their first annual ride to work to promote motorcycle safety and awareness. Representatives Troy Balderson of Ohio, Donald Norcross of New Jersey, Derrick Van Orden of Wisconsin, and Tim Walberg of Michigan were there in the nation’s capital. Closer to home, at the MIC headquarters in Irvine, California, Jim Woodruff, CEO of National Powersport Auctions – and Secretary/Treasurer on the MIC Board of Directors – joined Association staff in the 33rd annual Ride to Work Day
“Not only do we love to share this passion, but we appreciate the opportunity to bring safety and awareness issues up at a national level,” they stated in a news release. “There’s no better way to raise awareness than joining with nearly two dozen others to ride past the historic sites on the National Mall and into work at the Capitol Building. The estimated 30 million members of the motorcycling community across America are an important constituency, and we’ll continue our work to improve safety and awareness.”
Personnel Files
By Alex Baylon
I SPY
Spotting & Dealing With Bad Managers
Ihave been in this industry for a long time — the majority of the time dealing with managers at the dealership, aftermarket and distributor levels. I have also been a manager myself, dealing with my own employees. Based on this lifetime in powersports, I can confidently say the common ground, greatest opportunity and biggest chokepoint in this industry has always been management! One caveat to remember: “We sell fun, we work in the motorcycle industry, where passion for powersports is the main reason most of us are here!”
When our passion wanes, the reasons to be in this business diminish... dramatically! I don’t know why, but lately it seems like the managers in the industry have had the life sucked out of them. They are becoming more grumpy and sometimes just flat out mean! I’m not going to go into a deep dive into this, but the V-Twin guys have more of a “grumpy guy reputation” than their siblings on the metric side.
I wish I dealt more with senior leadership at the dealer level to get a better picture of where this latest sense of grumpiness is coming from. I hear that OEMs are putting a lot of pressure on dealers with flooring, higher unit allotments and even more “genuine” accessories. Maybe it’s the slowdown in door swings combined with sky high interest rates and the kcal if wholes and retail financing sources? And history shows our industry tends to slow down on election years…
Regardless of the reason(s) a bad manager can throw a wrench in the works. They can hurt morale, reduce productivity and drag the overall vibe of the workplace down. At a time when there are so many external pressures, it’s important for both employees and supervisors to recognize the signs of poor management.
Signs Of A Bad Manager
For Employees: If you’re an employee, one of the most obvious signs of a bad manager is micromanagement. When a boss is constantly breathing down your neck and controlling every detail, not only is it annoying, but it can kill your creativity and confidence. Unfortunately this is only the tip of the iceberg.
Another big issue with a bad manager is a lack of communication. Poor communication can lead to misunderstandings, missed deadlines and general chaos. If your manager doesn’t set clear expectations or provide enough guidance, it’s easy to feel lost and frustrated.
Favoritism is another major red flag I have personally witnessed. When a manager plays favorites, it can create a toxic work environment and cause resentment among the other team members. Similarly, if your boss never gives constructive feedback or only criticizes, it can be demoralizing. Managers who are unapproachable leave their team feeling unsupported, which is particularly an issue in a fun industry like ours. Finally, unprofessional behavior, whether it’s inappropriate comments or unreliable actions, can seriously harm the work environment.
For Supervisors: As the supervisor of the manager and you notice high turnover rates in a team, it often points to management issues. In the motorcycle industry, losing skilled employees can be especially costly in any department and absolutely crippling if you have to replace mission critical employees like techs.
A noticeable drop in team performance, whether in productivity or quality, also suggests poor management. You would hope employees feel safe enough to make complaints about their manager. If the team seems demotivated, disengaged, or stressed, it’s a clear indicator of bad management. Inflexible managers who resist new ideas can stifle innovation, which is crucial in our ever-evolving field. And if a manager can’t handle conflicts effectively, it can create a tense and unproductive atmosphere.
Strategies For Addressing A Bad Manager
For Employees If you’re dealing with a bad manager, start by documenting specific incidents that have negatively impacted your work or well-being. Asking for feedback from your manager can help clear up misunderstandings and improve communication. If things don’t improve, have a candid conversation with your manager about your concerns and how their behavior is affecting your work. If direct communication doesn’t work, take your concerns to human resources or your GM/Dealer Principal. Also, pay attention to whether the manager’s behavior is a pattern affecting the whole team or just certain individuals, as this can be important when addressing the issue.
For Supervisors Supervisors should regularly check in with employees to get their feedback on management. Providing management training can help improve leadership skills and address specific areas that need improvement. Make sure managers understand their roles and the company’s expectations for leadership and conduct. Keep an eye on performance metrics like turnover rates and productivity to spot potential management issues early. Encourage open communication and create a culture where employees
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
feel safe voicing their concerns without fear of retaliation. Finally, when necessary, take action to address management problems, whether through additional training, reassignment, or disciplinary measures.
Bottom Line
Change doesn’t come easily for most of us in the business of selling fun. Spotting and dealing with bad management is key to keeping us from all getting grumpy. By recognizing the signs of poor management and taking effective steps to address these issues, both employees and supervisors can help create a more positive and efficient workplace. Open communication, clear expectations and a commitment to professional development are essential for everyone’s well-being.
One last thing; in an industry driven by passion and fun, keeping the work environment positive is crucial. If you haven’t heard of Simon Sinek I highly encourage you to google him and watch his very viral video on how great leaders inspire action. Hard to believe it was 14 years ago, because it is more true now than ever!
See his TEDx Talk here: www.youtube.com/watch?v=u4ZoJKF_VuA
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.
PUBLIC SERVICE ANNOUNCEMENT
Mission Critical Wildfire Info App
There is an app for that, has been the common refrain for the current generation for the past decade, but it didn’t really resonate in the real world where we pilot UTVs and ride motorcycles on public lands… or so I thought. Those of us who recreate, live and work in the West know all-too-well the grave impacts that wildfires can have on lives, homes, property, businesses and public lands. We also know just how important it is for us to have access to a rapid and accurate alert system when a fire starts nearby that could threaten our homes and family and use that information to take the appropriate action.
Now there truly is an app for that!
Over the years, access to that rapid and accurate wildfire information has been spotty at best. Fortunately, the WATCH DUTY app was created in 2021 by a team of tech savvy and deeply committed first responders, fire professionals, and seasoned communication experts. And like proverbial “better mouse trap” it works and should have the folks in the fire prone zones flocking to their digital doors. Cut to the chase for how it works here: www.watchduty.org/how-it-works/overview
WATCH DUTY states their mission is to publish only the facts that provide true situational awareness in case of emergency, without editorialization or prediction. There is a strict code of conduct and procedures at the heart of the app. “We honor integrity and correctness over speed or sensationalism so we can build and maintain trust with not only our community but our first responders,” claims CEO and co-founder John Mills. “Our service is powered by real people – active and
retired firefighters, dispatchers and first responders — not crowdsourced! — who diligently monitor radio scanners and collaborate around the clock to bring you up-to-the-minute life saving information,” he adds. “Our reporters undergo extensive training as well as background checks before joining our elite team.”
I downloaded the free app in 2022 when I joined the emergency wildfire response effort in Northern California. It proved invaluable as I was driving wildfire suppression supplies from the North Zone Fire Cache located at the Redding Airport to fire camps throughout the region. Today, it keeps me updated on fires that I am driving on and if there is a new fire start or a fire start near my home or that of a friend.
In fact, I purchased the $25 app upgrade so I could add a larger number of counties to my alert package to better keep track of wildfire starts near homes of friends or at popular recreation sites that we visit for OHV and other forms of outdoor recreation. My wife also got the WATCH DUTY app so she could keep track of her family and friends as well… and we aren’t the only ones sold on the free resource. Check out the testimonials from the first responders.
TESTIMONY FROM FIRST RESPONDERS www.watchduty.org/about/newsroom
In addition to the testimonials from first responders, I was prompted to post this alert since much of California is currently in a Red Flag Warning and there are wildland fires burning state-wide as fire season started early this year. I want you to get this free app now! My own version of a public service announcement: “This is a mission critical program used by a lot of the fire professionals and first responders that I know and work with and may just help save your life or that of a family member or friend.”
Get it on Apple’s App Store or Google Play or via their website: www.watchduty.org
Dealernews Advocacy Editor Don Amador has been in the trail advocacy and recreation management profession for more than three decades. Don is President of Quiet Warrior Racing LLC., Core-Team member on FireScape Mendocino, serves as the Western States Representative for the Motorcycle Industry Council and is Past President/CEO and current board member of the Post Wildfire OHV Recovery Alliance. Over the years, Amador served as a contractor to the BlueRibbon Coalition from 1996-2018; served on the California OffHighway Motor Vehicle Recreation Commission from 19942000 and was the government affairs lead for AMA District 36 in Northern California from 2019 – 2023. He has won numerous awards, including beinag a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award.
WHEN TRAILS CLOSE
Confessions Of A Customer®
By Eric Anderson
HEALTH AND WELL BEING OF THE SHARED ECONOMY
Money Can’t Buy Happiness, But It Can Get You A Motorcycle!
They say money can’t buy you happiness, but if your money is spent on ‘experiential purchases’ rather than consumer goods, perhaps it can?
Harley-Davidson’s success story started with their club HOG (Harley Owners Group) in the ‘80s building a family of riders who were then provided with further “reasons to ride” centered around social circles and local events. It was only assumed and implied you needed to buy a Harley and the associated black leather outfit to participate in that lifestyle. It worked marvelously.
Companies like MotoQuest, Edelweiss, Chris Haines Baja Adventure Tours (chrishaines.com) and EagleRider have built hugely successful businesses supplying globally mobile motorcycle experiences, adventurous lifestyles with their “fly ‘n ride” tours. RidersShare is also in the process of trying to become a nationwide AirBnB-like sharing app for privately owned motorcycles. Polaris launched Polaris Adventures in 2017...carefully avoiding the “r” word (rental) in their marketing program. Do you see the trend? Old and young generations alike are flocking to the “experiential world” while shirking the hassles of day-to-day ownership.
This experiential angle could become the gateway drug to powersports in lieu of what dealers can’t legally offer anyway — test drives and rides.
Old and young generations alike are flocking to the “experiential world” while shirking the hassles of day-today ownership…
This is consistent with the overall societal move toward shared economy businesses like Uber, ZipCar, Lime, KickStarter and AirBnB. It’s the experience these new customers are after — not necessarily the ownership of an automobile, time share condo or vacation home. My neighbor shares ownership of 1/3 of an airplane. My son-in-law shares one of my cars on a 50/50 basis. Another friend splits ownership of a boat which they cooperatively rent out on weekends…
How different this is from our Man Caves of the 1980s filled with “toys” we used only 10 to 12 days a year? Maybe the day of a shared economy is about to outdate our old school “boy toy” garage-mahals?
Maybe the day of a shared economy is about to outdate our old school “boy toy” garage-mahals?
Research from Cornell University has found that spending money on material goods only brings short term happiness, while experiences provide greater satisfaction long term. When buying consumer goods, shoppers deliberate about their purchases, doubt their choices and agonize over missed deals, leading to less satisfaction overall. Experiences, however, are more easily decided upon because they meet a set of expectations and are therefore less painstakingly weighed against other options. They are also highly subjective, and thus less likely to be compared in a negative light to other choices
How a person views a purchase can also affect their satisfaction — for example, “a person may see an old boxset of 80’s music materially, as a collection of CD’s, or experientially, as hours of musical enjoyment.” These are the words of Tannith Cattermole after reading the Cornell University study entitled “The Relative Relativity of Material and Experiential Purchases” in an issue of the American Psychological Association’s Journal of Personality and Social Psychology).
Prospective customers may see a new motorcycle or UTV as a great materialistic addition to the garage (which many no longer have) or a machine to deliver wondrous experiences… or both. But, if prospective customers don’t live near a terrific riding area or have a circle of friends to ride with, they won’t see the value in owning a dream machine because it rarely leaves the garage. It may be easier to travel to a beautiful spot 3 or 4 times a year and “experience” something new on a (rented) dreammaking machine like a motorcycle, SCUBA apparatus, ultra-light, skydiving parachute, mountain bike, zip line, wakeboard boat, Baja racer, or UTV?
If you live in a tourist area, could your business expand to offer “adventures” in addition to the products you offer now? Remember, get out of the pure “rental business” and migrate into the “experiential business” —people now need to know where to go and who to go with. Sell the experience and not the machine (unless that is important to the customer). Lead customers by hand with a GPS track, similarly aged adventurers and an optional guide (to follow). Tack on insurance fees and gear rentals, too. Would you know how to promote this new experiential aspect of your business to incoming conventioneers, families, domestic and international tourists?
Have you also noticed how community colleges are offering all sorts of active introductory courses? Intro to Golf, Horseback Riding, Archery, Wine Tasting and Outdoor Cooking are only a
few. How about you pitch your local adult education program on teaching a 4-hour course on “Intro to Motorcycling” or “Intro to Adventure Motorcycling?” This could be a precursor to the hands-on MSF course as well as a lily pad for those who simply have questions about how to use a motorcycle, how to acquire it, license it and insure it—not just how to ride it.
In other words, overcome their intimidation before you attempt to teach them to ride it or buy it. Sell them the “sizzle” first! Before they even know if they want to buy one, lease one or rent one. Offer the excitement to the public, encouraging their curiosity toward visiting your store and ultimately enrolling in a local riding course. Build the “bridges” so prospective customers can gradually have their apprehensions overcome by actual hands-on experiences and excitement.
You might also consider offering rentals… without calling them “rentals.” Sell them as mini-escapes, moto-vacations, a day in the woods, a weekend adventure or off-road riding experiences. People don’t have the imagination to just “rent” a vehicle unless you show them where, how, why and when.
Wine-tasting experiences help sell cases of wine — why couldn’t “moto-tasting” experiences help sell more vehicles? Similarly, I will never forget my first underwater breath of air in a community college pool — it changed my life forever. I didn’t rent the gear to learn—I paid a single fee for an introductory underwater experience and have been a SCUBA diver and lobster hunter ever since. My first experience on a motorcycle wasn’t related to a dealer, but it could have been. How can you get more butts on “experiential” seats at your dealership, at a community college, away from your dealership, or rented from your dealership?
Get it! Parking and praying won’t sell more units. “Selling packages instead of pieces” has been a concept I have pushed for over 30 years since McDonald’s offered Value Meals. Make it easier to say “yes” to multiple packaged products rather than adding-on line items. Take the same advice and apply it to selling “packages of experiences” instead of the old-fashioned a la carte methods you are still using in your store. How about selling a digital Coupon Book of Adventures? It works for beginners and advanced riders—we all want more friends and experiences!
Your business’s health and well-being will improve as you do the same for your customers.
Make It Easy
There are too many “niches” in powersports — it is intimidating to most newcomers. Newbies don’t even know where to start with questions. FAQs on your website would be a help, but also have a printed flyer or trifold brochure to pass out to potential new customers who are snooping around your showroom but tell you “they are just looking” (lie). They likely are too embarrassed to even ask a question which might make them look dumb. “Is that UTV street legal?” Hmmm…
It is likely they have a friend, relative or peer who already has a powersports machine and your prospect is looking around to learn more. Time to ask yourself some key questions:
• How do you pick out those people in your showroom?
• How do you get more of them into your store?
• How do you address them without frightening them off?
When I was new to white water rafting, a little tri-fold brochure got me over the “hump” by giving me the choices right there in the hotel lobby and the rafting headquarters. Yes, I didn’t feel too stupid after reading it.
Did you know the Motorcycle Safety Foundation is bringing free motorcycling experiences to 15 cities across the USA this year? See how you can tag along — call MSF’s Corey Eastman at 949-202-6520 or click here: msf-usa.org/msf-news/free-motorcycling-experiencecoming-to-15-cities-across-us/
GIVE THE GIFT THAT KEEPS ON GIVING…
My 92-year-old mother-in-law walked into my local motorcycle shop a week before my June birthday this year and wanted to buy a gift certificate or coupon for my gift. She was told “We don’t do that anymore.”
BIG MISTAKE!
Instead of directing me to the dealership with a gift certificate, she gave me a birthday card with a couple $100 bills in it — which I will promptly spend elsewhere. Worse, I will probably spend it online! Rethink your gift certificates and team up with the local motorcycle training facility to offer Rider Courses. They can be purely introductory like RideWithUs or MSF Ride Day Intros for first-timers, basic riders course/license or advanced Skills Check.
A skills course — what a great gift! Learn from other outdoor recreation industries and keep customers like me coming to your store.
HELMET DEALER NEWS
HJC WINS
Fabio’s Le Mans Livery Is Fab
TRUE GRIT
AXEL’s UTV Sequel
HEADS UP!
FABIO’S FLAGSHIP
Quartararo Le Mans Special Takes The Lead
The RPHA 1N is HJC’s flagship, roadracing lid, but you already knew that from one look at the MotoGP and WorldSBK starting grids! Featuring the innovative P.I.M. Plus (Premium Integrated Matrix Plus) reinforcement materials, including carbon and carbon-glass hybrid fabric, the RPHA 1N is engineered for unparalleled durability and strength. While its sleek aerodynamic shell ensures optimal airflow and ventilation and for top level racing, RPHA 1N is equipped with a Pinlock-Ready, anti-scratch shield. Inside, the helmet features moisture-wicking technology, along with removable and washable crown and cheek pads for customizable comfort. What you may not have known is that the Quartararo Le Mans Special colorway Fabio unveiled in France has become the most requested graphic around the globe in HJC’s already impressive palette. Trusted by both MotoGP and WorldSBK professionals, the RPHA 1N boasts the FIM safety homologation. For mere mortals it also exceeds all ECE and DOT certifications.
FEATURES
P.I.M. Plus Reinforced Shell with Carbon/Carbon-Glass Hybrid 5 Intake, 4 Exhaust Vents
Speaker Pockets for Bluetooth Communication /li> 3.33 lbs / 1508 grams
FIM, ECE, & DOT Approved
TRUE GRIT
Rooster Cogburn had it and now AXEL Off-Road has it… no, not John Wayne, but the new GRIT helmet designed specifically for UTVs. “We set out to innovate by combining the best elements of Bicycle, Kayak and Moto designs, creating an entirely new category of helmets,” says eponymous company founder Axel Stammel. “GRIT boasts massive venting, ultralightweight construction and is specifically designed to accommodate UTV radio headsets, all while maintaining an optimized minimal design.”
This helmet offers DOT-level protection and is so light and comfortable, you might forget you’re wearing it. Key features include:
• Lightweight Fiberglass Shell: Weight is just 1.6 pounds.
• EPS Inner Shell Liner: Provides superior impact protection both on and off-road.
• Superior Ventilation: 12 air intake slots and internal circulation channels ensure excellent airflow, even at low speeds.
• Comfortable Detachable Liner: Made from durable, easy-to-clean fabrics that prevent sweat buildup and optimize air circulation.
• User-Friendly Design: Low-fitting style with optimized ear cut-outs for ear-muff intercoms and large goggles.
• Quick-Release Buckle: Features an extra-strong chin strap material for added security.
However the biggest differences are that unlike his popular Trail helmet, GRIT will be DOT certified and available dealerdirect. See more about the existing non-DOT product here: www.youtube.com/watch?v=DBj-IbdBNUM
Stay tuned for the release date and prepare to experience the next level of helmet innovation with the GRIT Helmet offerings for the UTV market. Or get the holeshot here: www.axeloffroad.com
MIPS MXGP MEETING
On the eve of the MXGP German round, helmet safety technology specialist Mips conducted the first European Safety Symposium in Teutschenthal. Joining Mips CEO Max Strandwitz on stage were Infront Moto Racing CEO David Luongo and FIM CMS Director Antonio Alia plus representatives of three brands choosing to adopt the Mips safety system – Fox/Bell, Shot and Thor. Highlighting the rider
perspective was Team Mips ambassador and five-time
World Champion Tim Gajser.
Youth riders from the MXGP Academy and their parents were joined by the media for the heads up on safety. “We want to elevate the conversation around helmet safety, and bringing together some of our great brands and of course our own ambassador Tim Gajser along with MXGP and the FIM was a really important step in pushing that awareness and action,” explained Mips CEO Max Strandwitz, “We’re really happy with the discussions as we continue with our mission to lead the world to safer helmets.”
“The sport is developing really fast, the bikes are getting faster, so it is only right that the safety equipment is also being developed faster,” added Gajser. “As a rider and an athlete, we all want to have as little equipment to be as light as possible, while still keeping us safe… I haven’t ridden without Mios since I signed with Fox in 2018.”
The Mips safety system is patent-protected and based on 25 years of research, testing and development in cooperation with the KTH Royal Institute of Technology, and the Karolinska Institute, both located in Stockholm, Sweden. Currently, Mips has partnered with over 150 helmet manufacturers. Since its inception, the Mips safety system has been included in more than 1,000 helmet models worldwide. Click here for details: www.mipsprotection.com
SMK NOW HEADED TO U.S. DEALERS
SMK Helmets is a global leader in the helmet game…
At least outside the U.S. Parent company Studds Accessories Ltd, is a player around the world and they claim to be the largest helmet manufacturing company in India — and since India surpassed China as the #1 two-wheeled market, just meeting domestic demand is saying something! After 50 years, the business is still run by the same family, but high-tech factories and design facilities have replaced the garage and family stove (see sidebar). The main plant in New Delhi now has 3,000 skilled and passionate employees, while SMK has headed out of their home market to serve more than 55 countries, including America… finally.
SMK had officially announced its intent to enter the U.S. market at AIMExpo 2022… but the path to market had some hidden potholes! Since then, SMK has been hard at work establishing its U.S. operations. It now has set up Bikerz, its U.S. distribution arm, built a national sales team from coast to coast, and plans for product expansion have come to fruition with the Patriot premium half-helmet developed specifically for the U.S. launching in June 2024.
With top shelf fit and finish, initial feedback from dealers and consumers has been incredible, notes Bikerz U.S. Inc. President Shilpa Arora. Since we first met with Shilpa at AIMExpo, plenty has happened including solving the supply chain SNAFUs and fulfilling SMK’s dealer-direct channel. We followed up with Shilpa at EICMA in Milan last fall and she gave us the heads up that June 2024 was going to see SMK make its mark.
“2023 was a big year for the family as it represents the 50th anniversary of the creation of Studds Accessories,” says Shilpa who was literally born into the business and is the daughter of the founders as well as President of Bikerz. “But 2024 is the year for SMK here in the U.S. We look forward to continuing our great relationships with our riders and dealers, whom we consider as part of our SMK family.” She continues: “Our focus has not changed in the last 50 years – Quality, Safety and Customer Service — that’s what makes us unique and keeps us focused.”
“A lot of people in the US don’t know about our brand just yet,” Shilpa readily admits. “But we have been around for 50 years. This company was started by my Dad in 1972-1973. — he doesn’t remember the exact date,” she laughs. “Today, we have a capacity of manufacturing about 15 million helmets a year. In 2018, JD Power acknowledged us as the largest manufacturer in the world for motorcycle helmets. Last year, we
made about 13 million helmets. So we do know a little bit about manufacturing helmets…” even if U.S. dealers don’t know the SMK name, yet.
“We have a presence in about 55 countries right now. Globally we have two brands. So SMK is the premium brand and then we have an entry level brand called Studds that is not being sold in the U.S.” Brand names notwithstanding SMK is still all in the family. “It’s a family run business, my Dad oversees long-term strategies and he still works at the factory every day. My mom has always been involved in the part of the factory that’s responsible for stitching the inner liners, so she still goes to the factory three to four times a week, and my brother takes care of day-to-day operations.”
Around 2017/2018, the family decided it was time to come to North America. And then came COVID! Suddenly Shilpa was second-guessing her decision to come to the USA. “I said, ‘I will help the North American operations and COVID came to detour us off course. So last year is when we finally launched SMK and so far we’ve had tremendous response. I honestly was very nervous about entering this market, but the welcome that we’ve received from the dealers from the consumers has been unbelievable. People love the product, and they are starting to recognize the brand. So here we are…”
AIMExpo and the U.S. market are great places to be. And you are going dealer-direct, rather than going through the traditional distribution channels?
Last year as we were entering the market, one of the key things that we had to think about… we thought working directly with a dealer network was something we wanted to do. So we have our own warehouse, based just outside Atlanta and Lithia Springs. And we handle distribution from there. I think we’ve got all the states covered with independent reps now — we have a fantastic Independent Sales Rep team. In the digital world, you don’t get to meet everybody face-to-face all the time. Here at AIMExpo was the first time I met our entire sales team in person. We had dinner together and I can’t be more proud of the sales team that we’re working with.
If I’m a dealer and haven’t been visited by one of your independent reps, how can I get a hold of you?
Go to our website, send us an email or fill out the dealer application form. We will be in touch with you immediately and we’ll get one of our sales reps to come out and visit you.
We saw some pretty interesting helmets at the SMK pavilion in Milan, including the Patriot prototype half-helmet and some amazing carbon fiber offerings and even a “gull wing” style modular…
Titan carbons are already one of our top sellers both in the U.S. market and in Europe as well. It’s a lightweight carbon composite — I think it only weighs about 1600 grams — and it’s super comfortable. It has an intermediate oval shell so it fits really well and is very comfortable for touring and long rides. Like all of our helmets in the US, Titan is DOT and ECE certified. We also have modulars that are priced right —we take pride in saying we produce premium quality helmets, but at a very affordable price range. 100% of our manufacturing is done in house — we don’t outsource anything! One of the reasons we do that is so we can fully control the quality of helmets we put out in the market.
You have a look at the helmet, feel it… the quality is really good. The graphics are amazing, the fit is very good and you’ll never be disappointed with the quality of the helmet. Dealers won’t run into issues where customers are not happy or whatnot. SMK is not a helmet that’s going to give you issues! Put it on your head and take it for a ride and then decide for yourself”
SMK TODAY
With products that punch well above their MSRP, dealer margins approaching 50% and product designed specifically for the U.S., SMK is quickly winning over the market. Currently, the entire line of products features dual homologation (ECE and DOT) and convenient features like quick-release chinstraps and available Pinlock inserts. In 2024, the company aims to grow brand awareness amongst consumers who have had limited product choices in the high-quality, mid-priced helmet segment. That is some story… but this tale of overnight success actually began more than 50 years ago as a half-baked idea — literally using the family stove to cure the first lids!
SMK Helmets and its parent company Studds Accessories, are a true family-run success story. The founder, Madhu Bhushan Khurana, a motorcycle enthusiast and a former test rider, continues to be actively involved in the company’s daily activities. Madhu and his wife, Chand, continue to provide strategic oversight while day-to-day operations are now led by their son, Sid Khurana, who has been instrumental in the brand’s global expansion and growing success. Their daughter Shilpa Arora joined the company to spearhead SMK North America operations and has overseen its rapid expansion. Although a far cry from the family garage in 1972, the company has relied on a sense of family, passion and experience to become the world’s largest manufacturer of motorcycle helmets.
“Our goal at SMK remains to provide our riders with helmets that have the highest safety ratings and are built using the most advanced technology and materials currently available,” reiterates Madhu Khurana, Chairman at SMK. “We are passionate about creating the safest, most stylish and best-fitting helmets on the market.”
SMK’s parent company STUDDS Accessories Ltd., is where the journey began in 1972 when two motorcycleloving brothers encountered a lack of helmets at a motorcycle rally in India. They hand-produced their first helmet in their family garage, and dried the paint on the helmets using the family oven which Madhu, who had recently married, had received as a wedding gift, and his new wife, Chand, shaped and hand stitched the helmet liner. From that very first helmet, the company grew steadily, but their journey was not without setbacks. A fire destroyed their factory in 1979, just as the company was seeing considerable growth. However, instead of giving up, they persevered and rebuilt.
Fast-forward to daughter Shilpa Arora’s move to Chicago to establish the exclusive U.S. distribution entity, Bikerz U.S. Inc. in 2022.
May is Motorcycle Awareness Month and the Motorcycle Safety Foundation is using it as the perfect opportunity to make training even more accessible via four eCourses. These virtual sessions could be a great way for your dealership to pre-run a Ride Day/Skills Check in your region. “Previously only available through training providers as part of an MSF RiderCourse, we are making all of our eCourses available to the public on our website,” explains Robert Gladden, MSF VP of Training Operations. “These courses are the perfect way to get your rider mindset back after the winter break,” notes Gladden. “And as always for new riders, the best way to get started riding is with the complete Basic RiderCourse, which includes an eCourse and hands-on training. Once enrolled, students may repeat the eCourses as a refresher in the msf-usa.org/online-learning
ALLTERRA-IOR MOTIVES
KYT PLAYS DIRTY
SMK has an ulterior motive for Allterra off-road line, with the goal being the best balance of price and performance without sacrificing protection. It features a double-shell constructed of EIRT (Energy Impact Resistant Thermoplastic) that meets or exceeds DOT and ECE standards. An oversized eye port accommodates all MX goggles on the market while expanding a riders’ field of vision. The washable and removable hypoallergenic liner combined with multiple vents provide all day comfort. The Allterra is available in several graphics or solid colors and is available in sizes XS to 2XL. Dealers can contact SMK’s U.S. distributor directly: smkhelmets-us.com/contact-us
PAC-MAN IS COMING!
Already available in Europe, HJC says their V10 retro helmet featuring PAC-MAN’s distinctive retro gaming-inspired design will be reaching U.S. dealers in July! Competitively priced the V10 has got game under the PAC-MAN graphics. “The V10 goes beyond the vintage look with new-age features such as a lightweight fiberglass shell, aerodynamic performance, emergency tabs for extra safety, detachable and washable interior, and easy bolts for a quick shield replacement.” This helmet is Bluetooth compatible with SMART HJC. (Sold Separately). Check with your HJC distributor on exact availability: hjchelmets.us/pages/v1
KYT has made some real headway in the U.S. since the brand’s debut at AIMExpo three years ago. But most dealers recognize them from the MotoGP and MotoAmerica grid, or Josh Herrin heading the field at the Daytona 200. The high flying “Skyhawk” is about to change this perception, however. The shell is made ofa top flight TRI-fiber composite that makes for a lighter shell without sacrificing protection. The outer shell, made of ”tricarboco fiber” — a mix of kevlar, carbon and fiberglass, connected via aramid resins to ensure a lighter, harder and greater impact resistant shell. If you missed the full KYT story, cut to the chase and hear what importer Brandon Cretu told us: www.youtube.com/watch?v=eWeYEfP2FTg
ALPINESTARS BRINGS BACK SUPERTECH R10
When it was introduced as an early release on July 10, 2023, the entire run of limited edition launch models priced at $1,500 each sold out in seconds! Flash forward to February of 2024 and a full range of colors of the Supertech are available now. After a decade of R&D and testing by Andrea Dovizioso and Alpinestars’ Helmet Product Development Department, the S-R10 Road Racing Helmet is here. Available in 6 sizes – XS through 2XL – and in both solid and graphic colorways. Even at the new $1,199 MSRP the Team and Element colorways are already sold out! See Keanu Reeves in the 20 minute livestream launch here: www.youtube.com/watch?v=FzN6cfpcQkc
ICON ELSINORE MONOTYPE
Like Honda turning the motocross world on its rear with the launch of the iconic Elsinore prototype in the 1970s Icon is looking to put the helmet market on its ear with the ICON Elsinore “monotype” lid. A modular moto helmet? Hybrid mutant modular? We don’t know how to classify it… and neither does Icon. “It appears someone snuck into the lab and created a helmet that’s part modular, part motocross. The Elsinore Monotype Helmet has an under-the-radar color scheme, but that just makes the unique lines of the design stand out that much more.” Check it out for yourself at: rideicon.com/gear/helmets/elsinore/monotype/red
KLIM EVERY MOUNTAIN
Klim’s TK1200 Modular is a bit more conventional than the Elsinore Monotype, but chock full of its own innovative touches. They call it the “world’s first Grand Touring helmet. Revolutionizing modular helmet design and setting a new precedent for the lightest, highestperforming modular helmet for the world’s longest rides. The TK1200 provides massive comfort, adapting to changing riding conditions with ease while setting the standard in lightweight performance. Everything from Transition’s adaptive lens technology to a break-away chin bar and “engineered aero acoustics” has been incorporated into Klim’s flagship lid. www.youtube.com/watch?v=GEI7BxJEW6g&t=8s
ELI WHITNEY MARCH 4, 1940-APRIL 1, 2024
By Jeffery Boaz
What can you say about a man who reached so many of us in powersports? Like other legends of deals and companies I’ve met, Eli Whitney was brilliant, passionate and professional. But he was more than that. From my first meeting with the man, until our last conversation Eli Whitney was simply the best!
Reaching back into the early 1990s he was traveling with one of the other reps from Helmet House, Tom “Frog” Beatty. The leather ½ shells were just launching from HJC and we couldn’t keep them in stock at Dudley Perkins Harley-Davidson! They came in and met with my boss and as they closed the business I was asked, being the expendable one, to give a quick tour of the “Oldest Harley-Davidson shop in the world.” Frog introduced us and Eli shook my hand and gave me the same level of genuine respect he had shown Dud Jr. himself earlier.
As we walked the shop — all 3 floors — we chatted and it became quickly apparent that we had many similar tastes in motorcycles, cars and riding/racing of all types of both. By the end of the tour, we became fast friends.
Initially, being he shared his birthday with my mom, it was always a phone call that was easy to remember. This was all before the cell phone and email, so he would get a message and he always made time to call back, even if a week or two out due to traveling. This was Eli Whitney and his way of business… It
was not always a “sales” call. There was not the ABC (Always Be Closing) mentality that is pushed around as a recipe to success. It was building genuine relationships with not only the customers, but his coworkers as well. One would come away knowing he wanted you to succeed as much he did and together it was going to happen.
He was just as open with consumers. Years later as we worked events all over the USA, he was a leader by example and well respected by staff at shows and the consumers alike. Both would seek him year after year.
He was disarming and funny and confided once he felt it was a good challenge to help someone who looked like they needed to be helped but were reluctant to ask. No matter how tired or ready to go home he was, if a consumer needed help, he was there for them and ready to stay till it was done!
As the years moved him into retirement and just doing shows part time, I found the best way to keep awake on the long road trips with reps was to call Eli. We not only learned what was going on in our businesses that had effects industry-wide, but also tidbits of Eli history that to me were just more reasons to learn as much as I could from him. He once brokered the largest sale of US Air Force transport planes in history to Taiwan. (He also said he thought he made more on the deal than the government did)
The coolest part about this was as I moved up and around the industry he was an honest assessor of any opportunity that came to conversation. His instincts and perspective were insightful and
I
I think of him every day as a trusted family member in my life as an “Uncle” — outside of my father no other person had mentored or taught so much. He was the rarest of men, but in a way that I and many others I know inspired us to do better and enjoy our journey.
Godspeed Eli, but I doubt that’s fast enough for you. — Jeffrey Boaz
THE BEST OF US
You were the best of us. Thank you for being such a good role model. — Kevin T. Nixon
RIP ELI
In my very young professional career you taught me many important lessons. But most importantly you taught me friendship. Although we were many generations apart, your joy for life and helping others inspired me and made me desire more time. Time learning and lots of laughing! I cherish the many dinners we had while traveling together because of the awesome conversations. I pray your family knows how much you positively impacted the life of so many. RIP my friend! — Ryan Brown
RIDE IN PEACE
Eli you will be missed. I’m sure your heavenly calendar is booked full of motorcycle rides with many of your friends that are there waiting for you to join them. Please say hi to my dad Boyd Bernard. Godspeed! — Derreck Bernard
PAY IT FORWARD
It’s hard to expand upon everything that’s already been said, Eli was a kind soul. I’m so grateful that our paths crossed. I said everything that I needed to say in tears in his presence before his passing. He will certainly be missed. If we feel we’ve learned something positive from him let’s do our best to pay it forward... — Evilio Sierra
ISLE OF MAN AND OTHER WEIRDNESS
Editor’s Note: It is Isle of Man time and although he didn’t make the trek on the ferry this year, my friend Tom Hicks has been following the feed for a fortnight! He is weird like that… then again, most of us in this business are! Tom’s Tidbits newsletter for his Top 100 winning dealerships — collectively known as Southern California Motorcycles — struck a chord this month beyond the bucket list of the Isle of Man. Growing up poor or having parents that prohibited motorcycles only served to drive some of us weirdo’s further astray and into the motorcycle industry! What motivated you to become a dealer when there are much easier ways to make a living? And why haven’t you been to the Isle of Man?
Most of you won’t know his name but he is one of the greatest motorcycle racers of all time and is still racing at 52! He has been racing all of his life, won 250cc championships, countless superbike wins, and has won 23 TT races on the Isle of Man. In fact, he has won more races at the Isle of Man than anyone not named Dunlop! I need to talk about this incredible man and how much I weirdly relate to his life.
I just read John McGinness’s book Built for Speed that was published 7 years ago. I had the privilege of meeting him and he is an absolute legend TT racer. My life has given me the opportunity to meet and call many motorcycle champions my friends and special acquaintances. Names like Gary Nixon, Sammy Tanner, Don Emde, Freddie Spencer, Eddie Lawson, Kenny Roberts are just some of the incredible riders that I have spent time with and gotten to know. They are a special breed of human, and John’s book reminded me of so many aspects of their struggles and mine too on a much smaller scale.
Like John, I grew up poor, and in order to ride or enjoy motorcycling I had to sacrifice and work my ass off. To me, there were two ways of being able to enjoy my hobby. One way was to have a job that paid enough for me to buy my motorcycles and pay for my bikes and racing. Unfortunately with just a high school education and a minimal resume that way was not available to me. Instead, I chose to make my living in the motorcycle industry and that allowed me to immerse myself in my passion and make a living at the same time.
Although I have won many races and even set world speed records, I don’t begin to compare myself to these legends. John’s book, though, reminded me of the challenges and obstacles that constantly presented themselves to me and that I had to figure a way to break through them. I am rambling a bit, but the point I am trying to make is that if you set your mind to achieving something and truly put your entire effort into it the odds of your success are monumentally higher! Just look at what John has done with his motorcycling career!
I love motorcycles and motorcycling to a degree that most people would just say “he’s weird”. But motorcycles have brought me more joy in my life than I can possibly explain. Riding, working in the motorcycle industry and just being around motorcycles and motorcyclists are what I live for! When you see another rider, wave, and when you get a chance to talk, enjoy each other’s passion for our sport.
Live, Love and Ride,
Southern California Motorcycles
515 W. Lambert Rd. Brea, CA 92821
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Our Vision is for the NPDA to advance our industry by elevating Dealers to be well prepared, sustainably profitable, and exceed the expectations of a growing Powersports customer base.
