Dealernews Issue#8 August 2021

DN 2.0 #8

stand with us!

National Powersports Dealer Association Stands Together For Dealers

www.npda.org

CONTENTS

06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 NPDA: STAND WITH US 32 NATIONAL POWERSPORTS DEALER ASSOCIATION Bob Althoff On Dealers Unite, Stand With NPDA Robin Hartfiel On Ride With Us, Too The Industry On Dealernews Intel Dealers Can Use

Post Pandemic Personnel Postings

National Powersports Dealer Association Up On Two Wheels Mission, Vision, Services

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35 SHOWTIME! 36 EVERYTHING IS BIGGER IN TEXAS 38 IMS OUTDOORS 42 INDUSTRY RESEARCH+ 46 INDUSTRY RESEARCH+ 48 INDUSTRY RESEARCH+ 50 INDUSTRY RESEARCH+

36 The National Powersports Dealer Association photos by Fred Mahusay.

Who, What, Where…

AFT Washes Out, Ride On Reaches Fans, NPDA Launches Teaching Old Dogs New Tricks

Don Musick On Who Is Your (Go) Daddy, Part II Dr. Paul Leinberger On Five Easy Pieces

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

38 www.fredshots.com https://www.facebook.com/fredshots/

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

52 PERFORMANCE+ 55 eDEALERNEWS 56 CURRENTS+ 60 THE FUTURE OF RACING 64 PERSONNEL FILES 66 CONFESSIONS OF A CUSTOMER 68 MIC RIDE REPORT Mark Rodgers On Payday, Part II The White Album?

The Latest eNews

Scot Harden On Casey Folks Vegas To Reno Alex Baylon On A Buyer’s Market

Eric Anderson On Texting

70 ADVOCACY+ 72 GEAR+ 76 PRESS PASS+ 78 VALE+ 79 AD INDEX 80 BACKFIRE+

Don Amador On PWORA

Wiseco Project Bike Pays It Forward

7th Annual Kurt Caselli Foundation Fundraiser At MotoDoffo Ave Atque Vale Derek Rickman

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

This issue Brought To You By… Lowell Anderson On Stop Making Assumptions!

What Does The MIC Do For You?

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

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

© Copyright 2021

AUGUST 2021

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World’s Luckiest Man

By Bob Althoff

DEALERS UNITE Stand With NPDA

T

he NPDA is here.

It almost seems like a fairytale, but the National Powersports Dealer Association is the real deal.

More than 18 months of weekly meetings; tons of help from generous, smart and experienced trade association professionals and assistance from many of our industry’s leaders have combined to bring us to a time when we Dealers must step up to the plate. This space is inadequate to document the hard work, the passion and the incredible commitment of so many to get this done.

Imagine for a minute that we had formed NPDA some 40, 50 or 70 years ago? Imagine the strength of 5,000+ Dealers, a talented staff, trainers, lobbyists, etc. — all working to ensure that we Dealers are sustainably profitable and exceeding the expectations of an ever-expanding customer base? Imagine our version of an even more compelling and successful “Go RVing” campaign…

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Time to stop imagining things. All of this is now within our collective group. We can do this! We are doing this! And I humbly ask you to do your part: Get involved; tell us what you need; but at a very minimum, become a National Powersports Dealer Association Member!

Your $395 investment will be foundational. And over the months and years ahead will pay you and the community you serve many dividends.

Still in doubt? If you haven’t already visited www.npda.org and joined, then turn back to the cover of this issue. You know these men and women — they represent all brands; all geographies; they are Dealers, large and small, franchised and independent. In short, they are you! And they have all given generously of their time, talent and treasure to stand NPDA up on your behalf.

Our solidarity and commitment to one another and our customers are all that is needed.

Aesop, in the fifth century, b.c., taught us all we ever needed to know, much of it we learned in kindergarten. He said, “United We Stand; Divided We Fall.” That was no fable, that is an undying truth.

Dealers unite and join us today!

But I certainly understand the confusion since the Dealers have graciously allowed me to chronicle the progress of NPDA from Day 1. Bob Althoff and the founding incorporators can explain it better, but although Bob is involved with both Dealernews and NPDA (as well as formerly being a member Harley-Davidson’s Dealer Advisory Council and heading the MIC Dealer Advisory Council before Rick Alcon was recently appointed), NPDA is not a Dealernews organization. The process was self-selecting as dealers from around the country raised their hands and opened their wallets to stand this Association up.

Editor’s Note

By Robin Hartfiel

RIDE WITH US, TOO

H

istory was made at 3:30 pm CST May 24, 2021 when recent cover Dealer Gail Worth nominated Bob Althoff to Chair the National Powersports Dealer Association. The motion was seconded by Bob Kee from Destination Cycle in Kerrville, Texas. No other candidates were nominated, allowing Mr. Althoff to be voted in unanimously. Just like that, 115+ years of historical oversight was overcome. However NPDA’s founding is just the first step toward “retail excellence” for the nation’s Dealers.

Dealernews was fortunate to have had a front row seat to witness history in the making. Literally. Like the legendary Knights Of The Round Table, forward-thinking Dealers came together for a common cause at a round table (deep in the heart of Texas rather than in Camelot). Although we were physically seated at the table, we do not have a seat at the table, so to speak. NPDA has been established by Dealers for Dealers and Dealernews can not be a member of the Association by virtue of the fact that we are not dealers.

Granted, it gets a little confusing since the magazine has been covering the efforts of the “Founding Incorporators” for the better part of two years, starting with the surveys of the Dealers appetite for such an Association (you may remember the results in the April 2020 issue: https://issuu.com/dealernews/docs/ issue__4_apr_2020/36) and many of our contributors were part of an ad hoc committee assisting with some of the fact finding and dealer temperature taking exercises leading up to the historic moment in Texas. For the record NPDA is now stood up on its own two wheels, has duly elected officers, a bank account and operating budget, incorporation filed and 501 (c) status applied for.

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However Dealernews will support the cause in any way we can.

Just as we have done since the beginning when Larry Hester and Bill Bagnall had the vision to launch a trade magazine for Dealers (since there was no National Association with a newsletter in 1965). Over the years a number of Dealernews dynamic duos have stepped up… like that time when Don Emde and Don Brown orchestrated the Palm Springs Summit that led to the creation of Discover Today’s Motorcycling, or the time when former Publisher John Murphy and I cooked up the Top 100 Program 30 years ago, and more recently Bob and I serving the MIC, he on the DAC side and me with the MIC Board. Dealernews’ mission is to support the dealers and our industry in any way and every way we can.

With all of us — OEMs, AMA, MIC, NADA, MRAA, RVIA and all the other associations who graciously offered words of wisdom and support to the fledgling NPDA — communicating and working together to support the dealers, the industry will be sustainable and successful, continuing to exceed the expectations of the consumers we collectively serve. To borrow a phrase from our friends at MIC, Dealernews wants everyone to Ride With Us, too.

Get the straight scoop starting on page 20 and hear it right from those early adapters themselves. Each of them offers insights on why they believe you should be a member of NPDA. In addition to their comments in this issue, we have archived all of them on YouTube so you can hear it in their own words and feel their passion for why the Association is critical to the future success of our entire industry. Each Founding Board Member’s comments are embedded into a player box, just hover your cursor over the player arrow… or cut to the chase and hear them archived in one place: https://www.youtube.com/channel/ UCZE6q4gQ5EIz0nOX4WaXw1w As Bob says, the birth of NPDA is needed, and needed now. “We are focused on Retail Excellence because as they say, if you’re not busy being born, you’re busy dying! We’re in a position of being the creators of final demand for these wonderful products… Let’s help one another become better at what we do…”

Thanks to the NPDA for allowing Dealernews to tag along for the ride so far! I can’t wait to see where the Dealers take NPDA in the next 115 years!

Former Editor-in-Chief and publisher of Dealernews circa 19902003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.

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This message from Brad Turner, Tucker Powersports VP of Sales, was sent to Tucker dealers announcing the postponement of the 2021 Tucker Road Show Tour is shared with permission from Tucker Powersports. Tucker is now focusing its efforts on the partnership with AIMExpo and encouraging dealers to join them in Las Vegas for the show in January.

¡FELICIDADES FROM ARGENTINA ¡Felicidades por tu aniversario de trabajo en Dealernews.

DEAR TUCKER DEALER We want to inform you that the Tucker Road Show tour, which was announced earlier this year, has been postponed.

Recent input from dealers indicates that you would prefer to focus your time on maximizing sales to the numerous customers who are visiting your dealership, rather than travel to events such as the Road Show this Fall.

While we love the Road Show program as a way for the Tucker Team and our suppliers to celebrate and thank our dealers, we understand the time and staffing challenges that you are having in this year of amazing growth. We hope to launch the Road Show program in the future.

In the meantime, AIMExpo is coming in January and we hope all of our dealers will join us in Las Vegas. Tucker will have a great presence for our house brands and our suppliers in the expo. Our sponsorship of the show will allow us to host a hospitality area for Tucker dealers right on the show floor. Here’s a link for more information about AIMExpo and how to register.

We look forward to connecting with all of you in the months ahead. We will continue to deliver great service to you through your Tucker reps, through our great customer service staff, through our dealer portal and in January at the AIMExpo.

Best regards, Brad

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Oscar Villagra, Gerente General Vicomand Fabricación Cables de Comando y Ejes Flexibles Para Motos Buenos Aires, ARGENTINA

DIALING IN OPEN ROAD RADIO You guys are the best!! Thank you soooo much!!!

Gina Woods / President Open Road Radio - Moto Lifestyle Talk Celebrating 24 years!

LIVE every Sat 11 am – 12 pm cdt From:

The Motorcycle Safety Lawyers Studio & FB:

CHARGE! Congrats on Dealernews 2.0 three-year anniversary. It’s a good read with lots of ideas and knowledge… a win-win situation.

Chuck Schram, U.S. Sales Director Stealth Electric Bikes Springvale, VC AUSTRALIA

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

OCTANE UPS THE ANTE

HAYABUSA PREMIUM CARE TAKES FLIGHT

The launch of Suzuki’s third generation Hayabusa features a unique customer benefit called “Hayabusa Premium Care.” Intended to boost traffic at the Dealership level while enhancing the customer experience for Suzuki’s flagship sportbike, the program provides the first three scheduled maintenance services on a completely complimentary basis. “It’s great to see a company like Suzuki stand behind their products like the Hayabusa with a great program like Hayabusa Premium Care,” says Mark Shinder, General Manager of Suzuki Van Nuys. “Our customers have been very intrigued after reading about the Hayabusa and Hayabusa Premium Care gives them the peace of mind of having their new motorcycle serviced by Suzuki trained technicians for the first three services.”

“The Hayabusa is a premium level product and we want to elevate that experience for new Hayabusa customers,” explains Kerry Graeber, VP, Division Manager MC/ATV Sales & Marketing. “Suzuki and our Dealer body are enjoying great success with the sales of this incredible new motorcycle and the new Hayabusa Premium Care program will further build on that sales momentum.”

Graeber points out that goals of the program include enhancing the customer/dealer connection and providing owners a reason to return to their Suzuki Dealer. “We encourage all of our customers to have their Suzuki products serviced by qualified Suzuki technicians. Hayabusa Premium Care paves the way for owners to receive elite level maintenance of their new bike while building on the important customer/Dealer relationship.”

Hayabusa Premium Care is complimentary with the purchase of a new 2022 Suzuki Hayabusa until December 31, 2021.

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The finance company that bought Cycle World from Bonnier has made more headlines as Octane Lending Inc. announced it raised $52 million in Series D funding. This brings the company’s valuation to more than $900 million, with over $192 million in total equity funding raised to date. Progressive Investment Company, part of the Progressive Insurance group, led the round. “We’re thrilled to embark on the next phase of growth backed by Progressive Insurance and our existing partners, who wholeheartedly believe in our mission of connecting people with their passion,” said CEO Jason Guss.

“We are winning in the market because we offer a faster lending experience that also covers more consumers than competitors, and we engage shoppers earlier in the process to streamline transactions.” The new capital will be used to expand Octane’s family of 3,800 Dealership partners and 40 OEM s, including BRP, Suzuki and Triumph. Partnerships with select OEMs enable Octane to offer loans with promotional rates through its in-house lender, Roadrunner Financial. For more on Octane’s Dealer program, click here: https://octane.co/o/dealers/

BRING ON ANY SUNDAY TO YOUR TOWN!

Dealers can team with Gathr to become an On Any Sunday Movie Captain at no charge. Go to the link, select your theater in town and date you want the screening to take place, Gathr will send you a “link” to your individual screening. With that link will be the required minimum tickets that have to be reserved for the theatre to officially book On Any Sunday to come to your town! This is called the “Tipping Point” and varies from market to market but is usually around 75 tickets. Find out more here: https://gathr.com/film/on-any-sunday

2021 Business Outlook: Given the 2021 first half results, and the expected continued solid retail demand and current dealer preorder sales from consumers, the Company is increasing its full year earnings guidance and now expects adjusted net income to be in the range of $9.35 to $9.60 per diluted share, compared with adjusted net income of $7.74 per diluted share for 2020. Full year 2021 sales guidance was narrowed and is now expected to be in the range of $8,375 to $8,500 million, up 19 to 21%.

DUCATI MAKING IT RAIN!

POLARIS POST PROFITS

Polaris Inc. released Q2 2021 results with sales of $2,117 million, up 40% from reported sales of $1,512 million for the second quarter of 2020. Polaris net income was $158 million compared with a net loss of $235 million for the 2020 second quarter. “Ongoing robust retail demand requiring little or no promotional assistance, along with favorable product mix and pricing continued to drive improvements in the Company’s performance,” according to Polaris.

Off-Road Vehicle and Snowmobile segment sales, including PG&A, totaled $1,314 million for the second quarter of 2021, up 38% compared to $953 million for the second quarter of 2020. PG&A sales for ORV and Snowmobiles combined increased 31% in the second quarter of 2021 compared to the second quarter last year.

Gross profit percentage increased 132 basis points during 2021 due to robust demand and historically low Dealer inventories, which supported lower promotional and floor-plan finance spending.

Motorcycle sales, including PG&A, totaled $212 million, up 50% compared to the second quarter of 2020, driven by increased sales of Slingshot, Indian Motorcycles and related PG&A. Gross profit for the second quarter of 2021 was $24 million compared to $4 million in the second quarter of 2020. The increase in gross profit margin was driven by increased volume and lower promotional costs, partially offset by increased input costs from supply chain constraints.

Text June 2021 marked the best month ever for the Ducati marque with 8,598 units sold worldwide. This banner month helped close the first half of 2021 on a strong growth trajectory! By the end of Q2, 2021, Ducati delivered 34,485 motorcycles, a 43% increase over 2020 and + 9% bump over the same period of 2019.

“The month of June was the best-ever for the company, confirming the positive trend that began with the excellent second half of 2020 and with the significant growth in the first quarter of this 2021,” says Francesco Milicia, VP and Global Sales Director for the Bologna-based brand. “Despite the great complexity recorded in the supply sector and transport, with delays in deliveries and a scarcity of various raw materials, and the difficulties generated by the many lockdowns experienced in these first six months of 2021 in various parts of the world, Ducati recorded truly significant growth, exceeding pre-COVID values by almost 10%. The order portfolio is also excellent, demonstrating the fact that enthusiasts are appreciating the 2021 range and the family of Ducatisti is expanding more and more”.

In fact, the order portfolio (motorcycles to be delivered) is the highest ever recorded by the company at the end of the first half, up + 63% compared to the same period in 2020 and growth of + 284% compared to 2019, according to Milicia. This growth is coming from Australia (+ 82%), Italy (+ 55%), Japan (+ 53%) and North America (+ 51%).

“Sales in the first half of 2021 are some of the best we’ve ever experienced in North America,” adds Jason Chinnock, North America CEO. “Not only do we have an outstanding product lineup coupled with an incredible team at DNA, but we must also recognize the outstanding role played by our Dealer network who have adapted to the market opportunities and focused on delivering the experience that our new owners and loyal Ducatisti deserve.”

Ducati is present in more than 90 countries around the world with 769 Dealers globally.

AUGUST 2021

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GO DADDY GOES BIG(GER)

GO AZ Motorcycles, an Arizona-based powersports group founded

by American entrepreneur, philanthropist and powersports enthusiast Bob Parsons in 2008, announced the acquisition of Star Island Motorsports in Prescott, Arizona, from proprietors Gary Hengeveld and Scott Walz. Prescott is now the sixth dealership for the group as it joins GO AZ Motorcycles locations in Scottsdale, Peoria, Cottonwood and Flagstaff, along with Harley-Davidson of Scottsdale, the world’s largest Harley-Davidson dealership.

“We’re very excited to continue to expand in Arizona,” says Gina Marra, Vice President overseeing Parsons’ powersports operation.

“Star Island Motorsports has been incredibly successful and is wellregarded in the community. We look forward to building on that success, as well as introducing the GO AZ Motorcycles’ experience to the Prescott Valley riding community.”

Parsons and Marra have been focused on expansion in Arizona, a market which provides for consistent sales largely unaffected by seasonality. Since opening GO AZ Motorcycles in Scottsdale in 2008, the duo added Harley-Davidson of Scottsdale (2011), GO AZ Motorcycles in Peoria (2015), GO AZ Motorcycles in Cottonwood and GO AZ Motorcycles in Flagstaff (2019).

“The GO AZ Motorcycles’ team thrives on the challenges presented by expansion and enjoys the opportunities that come with it,” Marra adds. “We’re extremely proud of what we’ve accomplished with the more recent acquisitions in Cottonwood and Flagstaff — the growth it’s provided the staff there and the enhanced experience it’s afforded the powersports community.

We are anxious to do the same in Prescott.”

MOM’S GOES FOR 2-POINT CONVERSION

In business since 1973, MOMS has become the powersports leader in New England and has successfully completed a twopoint conversion. The Family-owned powerhouse expanded its presence in the Boston metropolitan area through the acquisition of Route 3A Motorsports, the multi-line dealership

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in North Chelmsford, MA and its Indian Motorcycle division, Indian Motorcycle of North Boston, located in Tyngsboro.

These new stores complement existing MOMS dealerships in Revere and Foxboro.

“The acquisition of these outstanding dealerships increases our ability to provide greater selection and service to powersports enthusiasts throughout the Boston metro area and the Merrimack Valley,” says MOMS president Joel Wheeler. “We can transfer vehicles and products among our dealerships to make it even easier and more convenient for riders to get the exact vehicles and accessories they need to enjoy their outdoor recreation to the fullest.”

The two newly acquired dealerships will retain their preacquisition business names and will operate with their existing personnel in order to maintain their outstanding customer service and relations. Pending OEM approval, each store will continue to offer the same product brands, including Polaris, Suzuki, Yamaha, Kawasaki, ZERO Motorcycles, Can-Am and KTM. Wheeler said the stores are being acquired from their longtime owner Steve Caggiano, who developed the highly successful dealerships through nearly a quarter-century of providing outstanding customer service. He will retire in part to focus on his health.

“Steve and I have known each other for many years and I have the utmost respect for him as a fair and honest businessman and a tremendous person,” adds Wheeler.

“The dealerships are so strong that we don’t foresee making sweeping changes. MOMS hopes to build on what Steve has built through his years of ownership, and we wish him all the best in retirement.”

Wheeler also announced that Rob Ninkovich, a two-time Super Bowl champion in his eight seasons with the New England Patriots, joined MOMS as a full partner in these newly acquired stores. Ninkovich is also an ownership partner with MOMS in its Gorham, N.H., dealership.

“It’s exciting to have Rob involved as a partner. He will be deeply involved in the operation of these new stores, just as he has been with our Gorham, N.H., location. He brings a lot of great ideas and a true rider’s enthusiasm to our business every day.” Ninkovich, who has been an ESPN analyst since retiring from the NFL in July 2017, is a powersports enthusiast and long-time MOMS customer. His passion for riding dirtbikes and snowmobiles fueled his interest in joining MOMS as a business partner.

“We are incredibly proud to see the results our skilled team has gained for our dealers not just in this quarter but over the last two years we’ve been in operation,” says DLP CEO Aaron Barney. “It’s truly rewarding to see our clients’ success, and we are confident in our ability to build on these numbers as the year progresses.”

Digital Lead Performance handles all of the day-to-day activities of the digital sales process for their Dealers seven days a week across multiple time zones. They ensure a timely, positive experience for the customer and ultimately convert those online inquiries into face-to-face showroom appointments.

The start-up is impressively servicing more than 70 Dealers nationwide and employs more than 60 individuals.

DIGITAL LEAD PERFORMANCE TAKES LEAD

Closing The Books Of The First Half Of 2021 Developed by Dealer Scott Fischer, Digital Lead Performance (DLP) reported strong second-quarter results for its dealers.

The company conducted a total of 388,423 outbound activities, processed more than 23,000 incoming leads, and set more than 9,500 appointments, nearly 7,000 of which were kept with nearly 2,000 bikes sold. Dealers that partner with DLP are reported as achieving 41% of leads converting to a set showroom appointment, 71% of appointments showing up, and 29% converting to a sale.

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Brought To You By MotorcycleIndustryJobs.com most robust marketing initiative to get more riders, riding more, as announced in the last issue. Ride With Us is the powersports industry’s first multifaceted market expansion program, launched by the MIC earlier this summer. As a part of the Ride With Us program, MIC is delivering 45-minute first-ride experiences for people who have never ridden a motorcycle before at select shows across the country.

The Motorcycle Industry Council, the Motorcycle Safety Foundation, the Specialty Vehicle Institute of America and the Recreational Off Highway Vehicle Association hired Lisa Delaney to lead the associations’ membership division and Eli Ralston to oversee information technology at the organizations. “I am unbelievably pumped to be leading the charge for MIC as membership manager,” says Delaney. “I will be working with major motorcycle manufacturers, aftermarket companies, and Powersports dealers to increase membership and awareness about all the Motorcycle Industry Council offers.”

As membership manager, Delaney will be reaching out to more powersports companies to help grow the industry.

She brings 25 years of experience to the associations and has worked with numerous powersports companies, including Honda, Kawasaki, KTM, Suzuki and Yamaha.

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“As the associations continue to expand the services we provide our members, we need strong talent to round out our leadership team,” said Erik Pritchard, president and CEO of the associations.

“Lisa and Eli bring the right mix of expertise, experience, and passion for service that will make them invaluable members of the team.” As the new director of information technology, Ralston will put his decades of technical expertise in system development and application services to use. “Websites and applications need to be easy to use and secure,” said Ralston. “I’m eager to create better user experiences that also bring a strong level of confidence in our ability to protect user data.”

These hires come on the heels of the MIC announcing Cinnamon Kernes as VP of market expansion, the industry’s

Seasoned industry pro Jason “JD” Walter is now North West District Sales Manager for HISUN Motors Corp., USA. With three decades of experience, Walter has spent time at the dealership, aftermarket distribution and OEM levels. After a stint at BRP, Walter was a fixture with Parts Unlimited for years.

“When we first spoke with JD, National Sales Manager Jason Walling and I quickly realized JD encompassed all the qualities we were looking for in a DSM,” says Western Regional Sales Manager JJ Pecsok. “JD’s industry knowledge, optimistic attitude, hard work and his dedication to provide exceptional customer service is further going to elevate our Dealer network.

I am very excited to have JD join the HISUN team and I look forward to the positive impact he will provide to our dealers and the rest of our team for many years to come.” Walter will be tasked with developing and overseeing Dealer operations in the North Western Region of the United States. Dealers can reach him directly at: (406) 2233873 or jd.walter@hisunmotors.com

Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

Drag Specialties is pleased to welcome Tim Buechele to the sales team roster covering Dealers in the Gulf Coast region. Most recently working for a powerhouse Honda Dealer and a well-established HarleyDavidson Store in Louisiana, Buechele is excited to see life from the other side of the counter. “Tim comes to us with a background of V-Twin parts and sales management on the Dealership level and editorial contributions to various industry magazines,” says Drag Specialties. Buechele has also ridden and built many bikes, including a 4-speed rigid he rode for 16 years and his favorite, a 1989 FXR-SP… “the one that got away.” In his free time, Tim enjoys camping, hiking, travel and the great outdoors.

Parts Unlimited is proud to announce the newest sales rep for the Northwest region covering dealers in Southern Idaho — Abe Mingo. His industry experience includes sales management on the Dealer level as well as racing motocross and riding off-road on his Husqvarna FC350 and TC 250.

Mingo is deeply involved with his local MX series and MX, trail and snowmobile

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clubs. In his spare time, Mingo is a Pee Wee motocross dad and has aspirations of working on project bikes, cars and trucks.

Denver local and longtime powersports enthusiast Marshall Van Thorre has shifted from the dealer side to National Powersport Auctions’ team as Central Territory Sales Manager. With 24 years of experience as a Dealer principal, sales manager and finance manager, Van Thorre has the knowledge and understanding needed to provide unparalleled service to Dealers in Colorado, Nebraska, Wyoming and Kansas. “As NPA continues to grow our new Denver facility, which just opened for live in-person bidding, we saw the need to break up the Central Region and bring in another territory sales manager to help with this effort,” explains NPA VP of Sales Mike Murray.

“Marshall is local to the Denver area and will be able to dedicate even more time and resources to providing the best experience to our dealers.” Van Thorre has been in the industry since 1997 when he and his father purchased a Honda Dealership in Northern Colorado. Since then, he’s stayed within the dealer network, working as a Sales Manager and in the finance department at Sun Enterprises. “I’ve worked in several dealerships and been in many different roles for a long time, so I understand the inner workings of each department,” he says. “While I was at Sun, I was responsible for buying and consigning units through NPA, so I experienced the benefits of NPA firsthand.” Dealers can reach Marshall Van Thorre at mvanthorre@npauctions.com

Clicking into high gear! Heather Wilson, a lifelong motorcyclist who literally grew up in her folks’ Dealership, is putting her decade of industry experience into High Gear Success, a motorsports communications and marketing strategy company. Located in Pataskala, Ohio, High Gear was established to help businesses, event organizers and racers to get noticed… and make more money.

“I’ve been riding motorcycles since the age of 5 and have enjoyed contributing my communications and marketing expertise to an industry I’m passionate about,” Wilson notes. “My prior roles and experience have given me insight into the industry and the challenges that businesses, event organizers and riders face. I want to shift those struggles into success.” That experience includes nearly 7 years at the American Motorcyclist Association, most recently as the Director of Member Activity. Prior to her time at the AMA, she was the Communications Specialist at the Motorcycle Industry Council. Wilson grew up in motorcycling, as her parents established Wheelsports in central Ohio in 1977, and still own and operate it today. The family spent most weekends camping and riding motorcycles together or at enduros serving as pit crew for her dad, a former ISDE Trophy Team rider during the ’80s. Wilson’s current garage includes a KTM Freeride 250R and a KTM 690 Duke for the road. She serves as a chief trainer for Motorcycle Ohio, the motorcycle safety program operated by the state, as well as being a Motorcycle Safety Foundationcertified instructor. She holds a Bachelor of Science in Journalism from Ohio University, with specializations in public relations and marketing. Learn more at HighGearSuccess.com

MAXIMUM POWER

NPDA: STAND WITH US!

National Powersports Dealer Association Up On Two Wheels

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n May 24, 2021, history was made as the National Powersports Dealer Association was stood up on its own two wheels. After nearly two years of fact finding, buttonholing, exhaustive research, continuous dialog with every conceivable type of consultant, legal counsel, association professional (including not one, but two management teams from Associations of Associations), the Automotive industry, the Marine industry and the RV industry — and most importantly, fellow powersports Dealers — eight “founding incorporators” (plus one via Sat-phone) gathered at COPART’s WJ Ranch in Celina, Texas, and in the course of three days, launched a national association of the Dealers, by the Dealers for the Dealers.

“More than 18 months of weekly meetings; tons of help from generous, smart and experienced trade association professionals and assistance from many of our industry’s leaders have combined to bring us to a time when we Dealers must step up to the plate,” notes Bob Althoff, who is a Dealer first and foremost, but also the leader of Dealernews and with the election held in Texas, the first NPDA Board Chair.

“Networking, Legal affairs, government oversight... there are a lot of small regional dealer organizations, but having something national is missing,” states George Gatto. After serving in the National Bicycle Dealers Association for a decade, he was always amazed the powersports industry

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didn’t have the same national association looking out for the best interests of its Dealer members. “I don’t understand how it hasn’t happened yet. It really helped the bicycle industry and I think it’ll really make a massive improvement in improving motorcycle dealers across the board.”

It has been 115 years in the making, but now there is a national association dedicated to protecting, educating, leading, and growing professional powersports dealers in the United States, adds facilitator, adviser and ad hoc committee member Eric Anderson. “There are literally tens of thousands of associations representing manufacturers, wholesalers and professionals of all types, but there have only been a few disparate state dealer associations in powersports’ past—never a national beacon to look towards.” Anderson was the ringleader for the countless Zoom calls for the better part of the past two years even though as a non-dealer, he cannot be an NPDA member.

Now is the time, even if it is 115 years late, says one of the very first Dealers to raise her hand, Gail Worth. “I think this is a perfect time for us to grab it and throw it forward.

I think the NPDA will help Dealers work together because we need to work together. We’re in this industry to help each other grow and to make money and have fun. And we could do that together. Why reinvent a wheel? Why not use our abilities to help each other learn more?”

TIMELINE After all the groundwork and hours upon hours of Zoom time, the ad hoc group of advisors and eight of the founding incorporators finally met face-to-face on May 24, 2021. These “Founding Incorporators” formally introduced themselves and made clear their motivations for establishing a national dealer association. Then the priorities were established; the top two being education/ training and leadership/guidance. However, there were four additional topics tied for a very close third: research, legal assistance, government relations and ridership were all important to these Dealers.

Harrison nominated Bob Kee to be that Vice Chair, which was also uncontested. Kee then returned the favor of nominating Harrison to be Secretary/Treasurer, which in turn was unanimously agreed to.

Formalities out of the way, bylaws were reviewed lineby-line, the Mission and Vision statements drafted and the Founding Incorporators officially transition to the Founding Board of Directors. While this was taking place, newly elected Secretary/Treasurer Harrison opened the bank account and immediately initiated the 501 (c6) paperwork!

So how come it took 115 years for this to happen? Now the hard work really begins… bringing fellow Dealers to the table.

“The 80/20 rule unfortunately can be a problem where 80% of the work is done by 20% of the people... I’d like to see that not be the case for us as Dealers,” says Robert Kay. Beyond distribution of the work needed to get this organization to succeed, there are also tangible benefits to redistributing the wealth. “I think there are a lot of personal benefits for Dealers to join us. Whether it’s saving money on your credit card use, getting better rates for medical insurance or access to training, there are some selfish immediate reasons to join NPDA.”

After the introductions were made and the priorities established at a Camelot-style round table, the work began… and 115 years was compressed into 15 hours as a Mission and Vision were determined (see page 32). The new association launched with a diverse agenda as well as a diverse group of founders as NPDA seeks to represent all powersports retailers. The founding members include Harley-Davidson dealers, metric dealers as well as independent (non-franchised) shops. The nine-member board also includes 7 men and 3 women who are Dealer Principals in locations across America from Alaska to Virginia.

“A national organization for Dealers and by Dealers is something our industry has needed dearly for a long time,” says Althoff. “With a goal of promoting “retail excellence” the NPDA will offer and engage in providing leadership, research, training, group purchasing benefits, legislative affairs, benchmarking and more. We are so excited to finally offer Dealers a lifeline to so many aspects which retailers in other industries have had for a long time.”

Once the mission and the focus were determined it was time to formalize the Board in order to file for incorporation, create a bank account and apply for 501 (c) tax status. At 3:30 CST Gail Worth nominated Althoff as the Chairman Of The Board. The motion was seconded

by Bob Kee and no other candidates were nominated enabling Althoff to be voted in unanimously… sort of.

The dissenting vote was from Althoff himself who asked that he be voted in for one year — the “transition year” — after which he would step down and turn the reins over to a vice chair. The group agreed to these terms and Kim

NOTHING BUT THE FACTS The National Powersports Dealer Association (NPDA), was founded in 2021 to help the franchised and independent powersports Dealer through special services, products, programs, education and advocacy of Dealer views and concerns to create a professional, successful and profitable industry.

“Our vision is for the NPDA to advance our industry by elevating Dealers to be well prepared, sustainably profitable and exceed the expectations of a growing Powersports customer base,” explains newly elected Vice Chair, Bob Kee. “NPDA is an association dedicated to direct interaction with our members. We welcome feedback as to what we can do to improve our services and site for your needs.”

For the NPDA to become a productive and powerful force we need to expand our membership base and bring all of the franchised and independent dealers in the country together. The Articles of Incorporation are finalized, the 501c6 status has been issued, bylaws have been adopted and mission/vision statements are all listed on the new website.

Now it is time for Dealers to stand with NPDA. See more at: https://www.npda.org/about-us

AUGUST 2021

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NPDA: STAND WITH US! Gail Worth, Founding Board Member

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ail Worth is on a mission: she wants the biggest, baddest toy store in the country! Now the #1 independent pre-owned Harley dealership in the Midwest, there was a time not that long ago that Gail’s Harley-Davidson was the #1 franchised dealer in the entire region and dealer principal Gail Worth was the #1 Finance Manager in the entire Harley-Davidson Motor Company (HDMC) dealer network. She was one of a small number of female dealers in the history of The Motor Company, and one of the most successful dealers regardless of gender. Then after three decades of her family’s affiliation with Harley, she decided to go it alone! Now our March 2021 cover dealer knows firsthand just how hard it can be to an independent dealer vs. having a H-D franchise, access to training and some of the best financing in powersports world. That is where the National Powersports Dealer Association can help.

“Hi, I’m Gail, and I own two dealerships: Gail’s Powersports and Shawnee Cycle Plaza. Both are in Kansas City. I have worked really hard my whole life and didn’t want to work harder for less in the last part of my years in business. Right? It took a couple of months of talking about it, rounds of negotiations and they made me an offer I couldn’t refuse. So as of October 1, 2020, I became a “powersports dealer” not a Harley-Davidson dealer,” she explains.

For Dealers to service these turbulent times, they need to be adaptable. “I don’t believe everything Charles Darwin said. But there is one thing that I do believe: It is not the strongest of the species that survives. Nor is it the most intelligent. It is the most responsive to change that survives. I’m here to tell you, you’ve got to be able to pivot, especially in the world today.”

“You’ve got to be able to switch directions and keep on going and not lose faith. Just keep on staring at that star because you’re going to grab it... you might have to take a different path to make it to that

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star, but you’re going to make it if you’re able to pivot. That’s my number one thing.”

The corollary to Gail’s evolutionary theory is that pivoting and adapting is much easier with some help! Having just made the leap of faith, Gail is adamant that an entity like NPDA is vital.

“Almost all of us rely on our controllers, our business partners and our general managers to give us information. We rely on it, just as we look at our 20 Group composites, that sort of thing. By relying solely on that information, we don’t really see everything that’s happening, and your business can slip away. My business looked fine to me, at one time... a very recent time. I believed everything that was being told to me, and I nearly lost my business because of that if I could have used NPDA!”

“There are so many reasons why I think other shops will love NPDA. Number one is NPDA’s commitment to help grow ridership across the country. I think that up until the pandemic hit, ridership seemed to be slacking off, going away. And now it seems to be coming back.”

Retail excellence is the key to enhancing any customer’s experience.

“I think this is a perfect time for us to grab it and throw it forward.

I think the NPDA will help dealers work together because we need to work together. We’re in this this industry to help each other grow and to make money and have fun. And we could do that together. why reinvent a wheel? Why not use our abilities to help each other learn more?”

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

Gail “Harley Chick” Worth, Founding Board Member Gail’s Powersports MISSOURI 816-582-4245 gail@feelthepower.com

NPDA: STAND WITH US! George Gatto, Founding Board Member

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t is like deja vu all over again for George Gatto. “I’ll back up and tell you that when I was in the bicycle industry for so many years, I was a proud board member of the National Bicycle Dealer Association.”

Gatto served on the NDBA Board for nearly a decade before going back to his motorcycle industry roots… and finding out he was right where he started. “I saw how much the NBDA was able to do to basically improve dealerships. They were able to bring shops up… whether it was information, getting more people out to ride or just networking with other dealers. We started 20 Groups, we had a lot of training, and even ties to the tradeshow — we actually sponsored all the training at the tradeshow, and we would bring in the speakers and people to train you.” Coming full circle on two wheels!

“Hi, I’m George Gatto, I have three dealerships in Pittsburgh: Gatto Harley-Davidson, Gatto Cycle shop, which is a multi-line powersports store, and Three Rivers Harley-Davidson. As with many family businesses I started when I was a child, basically cleaning oil spots off of the concrete floor that the bikes used to drip. I went through high school and college still working for my parents at the shop.”

“We picked up Harley-Davidson in 1981, we expanded into some other lines as time went on, but I actually took a sabbatical from motorcycles and went into the bicycle industry. I had five bicycle stores for a good 12-15 years. And then that industry changed as much as the motorcycle industry is changing right now, is when I left the bicycle industry. It was very emotional to do because I had a lot of friends, and there were a lot of vendor relationships and so forth. But I left that industry and jumped into the Harley-Davidson business.” Great moments in bad timing?

“We had one store at the time, so I bought a second store right before the recession, great timing on my part. And then we split the powersports store off and picked up several different brands. But

I got started as a child, and here I am almost 60 years old, and I’m still in it. What I found in the bicycle industry — and I’m also finding in the powersports industry — is that the level of business acumen is from here to here. In the Harley industry, the level of business acumen is a lot higher, because over the years Harley has spent a fortune on training their dealers. Unfortunately most of which training has now been a budget cut. But on the powersports dealer side, I think there’s a lot of opportunity for training.

“Networking, Legal Affairs, government oversight... there are a lot of small regional dealer organizations, but having something national is missing. I don’t understand how it hasn’t happened yet. It really helped the bicycle industry and I think it’ll really make a massive improvement in improving motorcycle dealers across the board.

Bottom Line: “I personally invite you to join the National Powersports Dealer Association. Reason being, if you want to improve your dealership, you got to do it via NPDA because it’s so hard to do anything on your own. It is possible when you have a group of peers that you can talk to; when you have information at your fingertips; when you have people that can help you with anything from legal affairs to knowing what to stock…It’s just something you got to do. I can’t imagine not not being part of this organization.”

George Gatto, Founding Board Member Gatto Harley Davidson PENNSYLVANIA 724-224-0500 X130 george@gattocycle.com

AUGUST 2021

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NPDA: STAND WITH US! Dia Matteson, Founding Board Member Dia Matteson is going places… literally. After building up the family business and branching out, she is now Owner/CEO at Kenai Peninsula Harley-Davidson, Denali Harley-Davidson and House of Harley-Davidson in Alaska as well as Legends Harley-Davidson, Grand Canyon Harley-Davidson, Whiskey Row Harley-Davidson and Sedona Harley-Davidson in Arizona! When Dia originally purchased the three dealerships in Alaska back in 2012, she became the youngest female sole owner of a Harley-Davidson Franchised Dealership at 25. Then she found the opportunity to purchase the dealerships in Arizona and closed on the purchase on 6/17/2019. “I am excited to bring a fresh set of eyes to the Dealerships and focus on reinvigorating the community of riders in the area as well as providing an exciting place to visit for events and good old school motorcycle culture and community.”

“Hi, I’m Dia Matteson, and I want you to join NPDA to help motorcycling and powersports go into the next century!” Forward thinking from a Dealer in Alaska… then again, you have to be able to think out of the box to do business on the last frontier.

“Things are changing so fast. It’s happening in all industries… there are a lot of game changers hitting the market, the Internet being such a big part of that.” The pandemic-induced socially distanced customer experience can be hard for any retailer to get their head around, particularly powersports Dealers.

“I think that the Dealers have been so siloed, and especially me in Alaska! I never really experienced being able to work with Dealers across other brands, or in different industries. I thought that I was this really small, little Alaska Dealer, you know? But coming into Arizona, I started to realize that I was kind of a bigger Dealer, comparatively speaking.” “There are a lot of things that we just don’t talk to each other about, and we don’t help each other with. And so I thought that

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NPDA could provide an opportunity to get Dealers to not look at each other as competitors, but to collaborate. We need to really look at our sport and determine how can we make sure that we’re viable 10 years from now, 20 years from now?” Break out of the silo, share some information and find common ground… this will lead to even more questions.

“How do we get more people riding motorcycles? How do we make sure that we’re working with not only local government, but also the Federal government to ensure that we are protected. As a small business owner, you may not understand all the HR things that you need to know as an owner.” And it is the Dealers who need it the most who have the least access to help.

“I think a lot of small Dealerships suffer with that lack of access and not having the background or the education. So there are tremendous opportunities for training. I think that NPDA would bring all that together and really focus on the Dealer network to really help them elevate their operations and come up to the next level. We need to make sure that we are all viable.” Viable and inclusive, not just another good old boys club.

“With having three females on the Founding Board of NPDA, we provide an opportunity to educate and bring more women into the industry. It will also help recruitment of more riders. I think that’s a big part of it, too.”

Bottom Line: “Having more females feel comfortable working in the industry would also result in more women feeling comfortable purchasing and participating. I believe inclusivity is something that NPDA offers.”

Dia Matteson, Founding Board Member Harley-Davidson ALASKA/ARIZONA dia@harleyalaska.com

NPDA: STAND WITH US! Mark Peterson, Founding Board Member

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ark Peterson has long been a maverick. An independent dealer for the Lone Star State, he is used to going it alone.

No OEM training, no 20 Groups to bounce ideas off of and share benchmarking numbers with… basically making it up as he goes. A need for speed, hard work and some savvy horse trading have made “Motorcycle Mark” a success, but he is the first to admit a little support would have been nice along the way!

It doesn’t matter if it is going 200 mph on the Bonneville Salt Flats or being the very first one to recognize the value of picking up clean late model sportbikes at auction, Southwest Superbikes’ owner has been on the gas since day one! Going a mile a minute, Peterson parlayed his need for speed and love of motorcycles into a successful business by daring to pioneer new concepts and recognizing new opportunities.

“Hi, I’m Mark Peterson. I own Southwest Superbikes in Dallas, Texas.

I’ve had my store for over 30 years now. I’m super passionate about my business and have been in it to win it from the beginning… that’s what has kept me in for so long.” Peterson has been in the saddle since scoring his first motorcycle at a garage sale. “I started working at a printing press when I was 13,” admitting he had to stretch the truth a little claiming he was 16. “I took the money I made running commercial cutting machines to trade/buy/sell cars and motorcycles.”

“I’m in the powersports business I think for the same reason as a lot of my fellow Dealers: I was super interested in motorcycles when I was a kid and just made my passion into my career. I still, after all these years, am as passionate as I ever was!” This drive comes without an OEM safety net… or perhaps that is the freedom to succeed on his own?

“I’m in the pre-owned space only… And have been for, like I said, for over 30 years. I really enjoy the independence and the freedom it gives me.” Don’t think his operation is some sort of used car

huckster trying to fleece bike buyers, though. “We are a full service motorcycle dealer,” says Peterson. “While we offer the largest preowned sportbike selection in Texas, we also have plenty of ADV bikes, cruisers and collector bikes on hand. We are proud to provide services to the motorcycle community because we are part of the motorcycle community… Each of our employees rides! Commuting, trail riding, cross country touring, adventure touring, as well as track time on road and dirt; We Ride!” However it is time for more…

“When I was invited to be a part of the National Powersports Dealers Association, I was honored and then in the same breath thought how important this is.” There has never been a moment in time like this for the powersports industry. “To help all the people like myself and the independent Dealers like myself with decisions that I have to make every day that I don’t get any help with is amazing. Whether it be with health insurance, merchant services, or the things that you get 50 calls a day on that you don’t have time to deal with, we all need a little help.”

Where to start? “Health insurance for my employees is huge. I don’t have any coverage for them right now, and that bothers me. To have an avenue to do something like that would be huge for me!”

Bottom Line: “I’m here to invite you to join the NPDA for the betterment of your dealership, my dealership and the whole motorcycle economy around the United States. This is a great time and a great place to get the ball rolling and really make a difference!”

Mark Peterson, Founding Board Member Southwest Superbikes TEXAS 972-418-0555 mark@southwestsuperbikes.com

AUGUST 2021

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NPDA: STAND WITH US! Robert Kay, Founding Board Member

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obert Kay almost didn’t make it to Dallas for the founding of the National Powersports Dealers Association. Not because he doesn’t believe in NPDA’s mission or methodology but be because he had something big come up. Mount Everest big… literally! An active climber, Kay has climbed the Seven Summits — the highest point on all seven continents, including Everest! The same week that NPDA was launching, Kay was scheduled to be in Nepal on a big climb. However, kismet created a change in plans and he was all-in for this game of Texas hold ‘em.

“My name is Robert Kay. I own Star City Motorsports in Lincoln, Nebraska, and Platte River Harley-Davidson in Grand Island, Nebraska. I would encourage my fellow dealers to join the NPDA for a number of reasons. Number one: we can’t do it without your help! We need everybody on board.” Certainly there is strength in numbers, but Kay believes it is not only time for a National Association, but past time for a paradigm shift at the Dealer level.

“The 80/20 rule unfortunately can be a problem where 80% of the work is done by 20% of the people… I’d like to see that not be the case for us as Dealers. Let’s break that stigmatism.” Beyond distribution of the work needed to get this organization to succeed, there are also tangible benefits to redistributing the wealth.

“I think there’s a lot of personal benefits for Dealers to join us.

Whether it’s saving money on your credit card use, getting better rates for medical insurance or access to training, there are some selfish immediate reasons to join.” But it is important that his fellow Dealers step up.

“I think that it’s going to be a ‘strength in numbers’ thing. If a small number of Dealers join, we don’t have the power that we would have otherwise.” Change is never easy, but after a lifetime of climbing his way up the dealership ladder (along with a few mountain peaks),

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Kay sees the value of a higher cause, based on a lifetime in the trenches at the Dealership level.

“I answered an advertisement at Fay Myers Honda in 1981. I was going to be the cashier’s assistant. The plan was I would start off at that position, and I was going to work there for three months and make some money for my next semester of school. Somehow three months became 40 years!” To expand his world view and gain a little perspective on what happened at the Dealerships, Kay began climbing mountains while he was in Colorado

“I like to climb mountains all over the world… I find that a great way to kind of justify traveling and seeing the world. I’ve climbed all the 50 state high points in the US and I’ve climbed the Seven Summits — the highest point on all seven continents, including Everest.” Yes, that Everest!

So what is the next hurdle for fellow Dealers to surmount? “We have so many issues that we have to take care of… Dealerships are complicated businesses. So any extra source of help that we can get, I think is valuable and necessary. If I can rely on somebody else to handle things like finding medical insurance or a better rate on a credit card, or an issue with government regulations or whatever the issues are that come up, that is a good thing.” I don’t have to spend my bandwidth handling those things that aren’t directly related to running the company. That’s a win for me.

Bottom Line: Join NPDA and climb every mountain! “The goal is to make it so I don’t have to spend my bandwidth handling those things that aren’t directly related to running the company. That’s a win for me!”

Robert Kay, Founding Board Member Star City Motorports NEBRASKA 402-474-7777 heliskier402@netscape.net

NPDA: STAND WITH US!

Maurice Slaughter, Founding Board Member

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aurice Slaughter had a great excuse for missing NPDA’s first Board meeting… his wife surprised him with a trip to the Bahamas. However, that didn’t stop him from tracking down a sat-phone and sessioning in on the inaugural meeting in Texas. This wasn’t the first time his Cynthia has surprised him, the local media reported the chairman and chief executive officer of MS Family Enterprises Inc. — which owns Bayside Harley- Davidson/Ducati in Portsmouth — just received a 2020 Ducati Superleggera V4 from his bride of almost 37 years” back in September of 2020. Since we didn’t get to interview Maurice id Dallas, we can share some of the other observations made by Tribune Publishing’s Inside Business section has made.

“Laser-Focus” — That type of sharp determination serves Slaughter well as the first African American owner of a Harley-Davidson dealership in the company’s history.His stores consistently place in the top dealers list, with his Portsmouth and Kitty Hawk, N.C., stores in 2008′s Top 10 and his Outer Banks store in the Top 100 of Dealernews magazine. His Bayside megastore in Portsmouth is a must-see for any motorcycle enthusiast and a testament to the the hard work he has done and the sacrifices he has made.

The Importance Of Education: Growing up on the historically black campus of Southern University in Louisiana, where his parents graduated and worked, education was the foundation of all his goals. His father served as the head of the university’s continuing education department and ran a real estate company.

Slaughter recalled when his mother, an elementary schoolteacher who helped write math books, forbade him to work while he was still a student. As motivation, she clipped articles of success stories and potential opportunities for him. “She didn’t want me to have any type of confusion or diversions from what I was trying to accomplish,” Slaughter said.

After he earned his degree from Southern and a master’s of business administration from Atlanta University, he set out on his own path in life – franchise ownership. Slaughter owned and operated franchises where he flipped burgers for Burger King and peddled sedans for Toyota. At Toyota, the brutal hours would find him leaving home in the mornings with his daughter still asleep only to return that evening as she was going to bed. Even when the long hours took their toll, he never wavered on his goals. Slaughter contends his supportive family helped him become the successful entrepreneur that he is today.

Janelle Elliott, his company’s chief financial officer, said Slaughter creates a work environment in which employees can bring in their kids and take a day off, if needed. “With some successful businessmen, their families fall by the wayside,” Elliott said. “Not only does he keep family first, he treats us all as family as well.”

Slaughter said he would love for his legacy to continue through his children, because he noticed that a lot of other Harley-Davidson dealerships are second- and third-generation-owned. “I’m hoping once they venture out and pursue their own professional goals, they will come to realize maybe this isn’t such a bad profession and come back,” Slaughter said. “I’m keeping the door open.”

Bottom Line: Slaughter says it’s important to be passionate if you want to run your own business.“That’s the biggest part – because you really have to believe in it because there are a lot of hours you put in a business,” he said. “It has to be a passion, and it has to be a joy.”

Joining NPDA will help keep the passion and joy in this business.

Maurice Slaughter, Founding Board Member Bayside Harley-Davidson VIRGINIA 757-397-5550 AUGUST 2021 harleybay@aol.com

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NPDA: STAND WITH US! Kim Harrison, Secretary/Treasurer

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im Harrison is one of the best, but Dealernews readers already knew that! She is one of a very small group of people to have been on the cover of Dealernews… and an even smaller number to have done it twice! Currently serving her state dealer association in a similar role, Harrison was voted in as the National Powersports Dealers Association’s first secretary/ treasurer. In addition to recording the meeting minutes for the summit session in Texas, she filed for incorporation and opened a bank account for NPDA simultaneously! She also filed for 501 (c) non-profit status and spearheaded the logo and website committees.

“Hi, my name is Kim Harrison, and I’m from Coleman PowerSports, which is in Northern Virginia, just outside of Washington, DC. The storied history of her business started in June 1963, when Cycle Imports opened for business in Arlington, Virginia. The shop sold BSA motorcycles only.

In 1964, it moved to a new location in Falls Church, and changed the company name to Cycles Incorporated. The new location offered ten times the floor space, allowing the company to grow by adding big-name franchises and additional product lines through the years 1965 and 1972. The store relocated once more before finally moving to Falls Church, Virginia — its current location – in 1986.

This move brought another name change: Coleman PowerSports, which was chosen to better reflect the broad range of products carried. The present location occupies 42,000 square feet, a remarkable comparison to the initial one-man operation in a small 800 square foot facility founded by Kim’s father, Dillard Coleman.

He built an organization with as many as 150 employees in peak season, and 80,000 square feet between two locations (Falls Church and Woodbridge).

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“I was actually born into the powersports business as my Dad started the dealerships in 1963. I started working there when I was 13 years old and have never left.” In a lifetime spent in this industry, Kim thought she had seen it all, except for a national Dealer association.

“I’m very excited to be a part of the founding board of the National Powersports Dealers Association. It was long overdue! It’s finally time for the Dealers to have a voice in directing our future, whether it’s from educating our staff to developing programs that can save us money, or just even having a place to call to get an answer to that question.” The question is why haven’t Dealers had this opportunity before?

“NPDA is something that we don’t have now and we haven’t had in the past. I’m thrilled that now is the time that Dealers can join and have a voice and protect their future. Associations do for us what we can’t do alone.”

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

Kim Harrison, Sec/Treasurer Coleman PowerSports VIRGINIA 703-237-3410 kharrison@wherethepoweris.com

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NPDA: STAND WITH US! Bob Kee, Vice Chairman

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ore than 20 years ago, Bob Kee transitioned from the automotive industry to the motorcycle business… and he has never looked back! When Bob Althoff accepted the Chairman’s role, he did it with the caveat that he would step aside as soon as NPDA was up on its own two wheels and the Vice Chairman would succeed him. With the confusion between Bob Althoff, Bob Kee and Bob Kay the founding members agreed to Bob’s succession plan with the caveat that Mr. Kee become “BK and Mr. Kay become “Robert Kay’ — the motion was made, seconded and voted on as BK became the first Vice Chairman of the National Powersports Dealers Association. He also heads the education committee.

“My name is Bob Kee, I own Destination Cycle, a multi-line metric store in Kerrville, Texas. We’re about 60 miles west of San Antonio on Interstate 10 in the heart of the Texas Hill Country.” This is not BK’s first rodeo, but it is certainly the ride he has appreciated the most in his storied career.

“Coming off a long-term career in automotive repair — and as an enthusiast —I saw an opportunity in our community to bring motorcycle sales, service and parts to our little town. And so 21 years ago, my wife and I built the dealership. We opened with Yamaha and grew… and grew! We now sit on a four-and-a-half-acre site. We’re kind of lucky because we have a two-acre off-road test track on our premises, so people can take ATVs and UTVs out and really test them in their element.” From chaos comes opportunity and Destination Cycle continues to grow despite these crazy times.

“We enjoy being a part of this industry, which is vibrant, changing and challenging.” The challenges come with the territory, but from BK’s perspective, now is also the greatest opportunity. “I think that

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we recognize a situation where there’s a lot of opportunity for Dealers around the country to raise their game.” However, kicking it up a gear is easier with a little help from your friends.

“I’ve always been a big advocate of 20 Group membership. I did it on the automotive side… I’ve done it for the 20+ years we’ve been in powersports, and I can say not everyone is taking advantage of that opportunity.” Think of NPDA as a 20 Group on steroids, suggests BK.

“With NPDA we want to bring education on an affordable, accessible basis to the industry. We want to become a voice nationally for the issues that all powersports Dealers face. We want to provide an opportunity for group purchasing, and possibly legal advice for those Dealers that may be of a smaller size where the scale, opportunity and group membership could really make meaningful impact to the cost of bringing benefits to their employees.”

“I want to appeal to folks out there who are in the powersports industry to think long and hard about why they have challenges and how being part of a larger organization that helps deal with those challenges on a collective basis could be a powerful mover for your business.”

Bottom Line: “NPDA is being formed by dealers for dealers. We recognize that this is an opportunity that doesn’t come along very frequently. We want your support in growing this organization so that it can have the impact it deserves. I thank you for taking the time.

“Looking forward to seeing us as members!”

Bob Kee, Vice Chairman Destination Cycle TEXAS 830-459-2453 bobkeefjr@gmail.com

NPDA: STAND WITH US! Bob Althoff, Executive Director

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ob Althoff has a family of dealerships in the Columbus, Ohio, area — Farrow Harley-Davidson. Coincidentally he is also part of the Dealernews team and was the unanimous choice by the founding members to be the first Chairman of the National Powersports Dealers Association.

“It is a little bit of a historical accident that we are not among the 15,000-30,000 trade associations in the United States. Some people say as many 70,000 trade associations in America, representing folks who are in industries that are smaller and less important than ours.” However NPDA is here to correct this historical oversight by providing real value to the nation’s Dealers.

From SEMA and RVIA to NADA and MRAA, similar trade associations have all been generous in their advice and support. “It’s really wonderful to know that we can learn from those who are providing Dealers with great goods and services and helping pursue retail excellence. You know, the great thing is we don’t have to reinvent the wheel. We can learn from a lot of generous folks that we’ve consulted with, and I think we’re going have great success!”

“As we know, all of us Dealers are part of our community. We have all been involved in charitable organizations and religious organizations, so we know what associations do for their members. It ranges from advocacy to training and education to the procurement of goods and services on a more efficient basis.” Ultimately associations provide access to greater resources, but Althoff believes NPDA has a higher calling than an “ordinary” association.

“What I’m most excited about is the fact that if we can keep a focus on how to help our brother and sister Dealers be better, crisper at retail, i.e. retail excellence, NPDA can help us exceed the

expectations of our consumers and we can grow this industry.”

Timing couldn’t be more critical with COVID literally changing retail around the globe.

It’s really important that we are focused on Retail Excellence because as they say, if you’re not busy being born, you’re busy dying! We’re in a position of being the creators of final demand for these wonderful products.” COVID be damned, Althoff wants NPDA to go viral.

“I just want to spread the contagion of powersports. I know what it’s meant in my life, all the friends and all the adventures… and maybe a few misadventures… that being a dealer has afforded me. That’s what this is all about.”

Bottom Line: “To you, my brother and sister dealers, I say, having gone to work pretty much seven days a week for the last several decades doing what you do, I have an incredible appreciation for the enormous good work you do in your communities. Dealers are the soul of their local communities.

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

And let’s spread this contagion!”

Bob Althoff, Chairman Farrow Harley-Davidson OHIO 614-477-4311 bob@bobalthoff.com

AUGUST 2021

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out the raison d’etre with both a Mission and a Vision statement to guide the group through the three days... and well into the future!

“Our association empowers all franchised and independent powersports dealers through special services, products, education and advocacy of Dealer views and concerns to create a professional, successful and profitable industry,” was the consensus from around the table.

With a focus on retail excellence being the lodestone, the Mission and the Vision can guide NPDA as it raises the level of the powersports industry.

Mission Statement To lead, strengthen and educate powersports Dealers through professional programs and services that improve business skills of management personnel and the technical capabilities of non-management employees.

Online education, co-op purchasing programs, insurance benefits, sharing of best practices and benchmarking along with the promotion, enhancement and effective communication of Dealer views and concerns to all branches of the federal, state and local governments are all-inclusive to the mission of the NPDA. Vision NPDA is the recognized voice of independent and franchised powersports retailers/dealers and their premier source for leadership, advocacy, industry relations, news and education. NPDA membership is integral to a Dealer’s business.

NATIONAL POWERSPORTS DEALER ASSOCIATION Mission, Vision, Services

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ll for one, one for all! Like the legendary Knights Of The Round Table, forward-thinking dealers have come together for a common cause. It was Celina, Texas, rather than Camelot, but the gracious hosts at COPART’s WJ Ranch did provide the requisite oval table for the National Powersports Dealer Association to convene. The first order of business was to spell

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“For the NPDA to become a productive and powerful force we need to expand our membership base and bring all the franchised and independent Dealers in the country together,” concludes Founding Chair, Bob Althoff. “All of this is now within our collective group. We can do this! We are doing this! And I humbly ask you to do your part: Get involved; tell us what you need; but at a very minimum, become a National Powersports Dealer Association Member!

“Your $395 investment will be foundational. And over the months and years ahead will pay you and the community you serve many dividends.”

If you are interested in joining, please complete your membership application today. If you have suggestions to what you would like added to our website, or what direction you would like to see this new Association go in, give any founding board member a call or send an email, whichever is more convenient.

Founding NPDA Board Members are Bob “BK” Kee, George Gatto, Kim Harrison, Bob Althoff, Mark Petersen, Gail Worth, Robert Kay, Dia Matteson and Maurice Slaughter.

JOIN NPDA here: https://www.npda.org/join-npda

YOUR INDUSTRY’S TRADESHOW IS BACK!

NEW PRODUCTS NETWORKING EDUCATION INDUSTRY PARTY SHOW SPECIALS DEALER MEETINGS

MORE INFO AT WWW.AIMEXPOUSA.COM

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SHOWTIME IMS OUTDOORS

Old Dog, New Tricks Page 40

RIDE WITH US

Everything Is Bigger In Texas Page 36

PRESS PASS

KC66 Foundation Fundraiser Page 76

Intended to reimagine what a motorcycle show is, these new motorcycle-specific outdoor events aim to break down barriers to riding and serve all kinds and styles of riders, from experienced motorcyclists to new riders and even aspiring riders who are looking for a way to get into motorcycling. These three-day, family-friendly, inclusive events will feature demo rides, educational seminars, bike shows, racing and a chance to meet representatives of top brands in motorcycling.

SHOWTIME!

Everything Is Bigger In Texas?

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ensory overload for motorcycle people emerging from lock-down as the AFT Flat Track races, COMOTO’s inaugural Get On! Moto Fest event, beta test of the MIC Ride With Us first ride program, Moto Anatomy Slide School with Johnny Lewis, dealer visits… oh yes, and the launch of a National Powersports Dealer Association. Everything really is bigger in Texas the third weekend in May. And even though the Texas Half Mile was a rain-out, the show must go on… and did!

“COMOTO’s family of brands exists to provide the best riding experience to all riders all over the world, whether V-Twin, adventure, off-road, street, dirt, men, women, youth — you name it,” says CEO Ken Murphy. “Motorcycling has become one of the fastest-growing activities in the U.S., and we designed Get On! Moto Fest to build on the momentum by giving new and existing riders more reasons to ride. The weekend is all about connecting with other riders, testing newly released models all in one place, and sharing the passion of motorcycles with others.”

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“You can blame Mother Nature for the rain, but we still need to do some fine-tuning,” added COMOTO Senior VP of Business Development Stevan Popovich. “I would say we get an A grade for the concept, but a C for some aspects of execution.” The crowds at Texas Speedway would beg to differ, giving the demo rides from Royal Enfield, Kawasaki and Indian high marks, while the AMD World Championship Round had some world class bike builds on hand. Even the EV crowd was on hand as Texas-based Volcon made its public debut alongside Super73 and STACYC ebikes.

Like the Get On Moto Fest, the active engagement of first time riders for the Ride With Us beta test faced a steep learning curve, but Cinnamon Kernes and her team came out of Texas with high marks… and some homework.

“In late 2019 at MIC’s Communication Symposium, we shared the MIC’s vision for growing ridership: more riders, riding more,” explains MIC Chair Paul Vitrano. As a part of the ‘Ride with Us’ program, the MIC delivered a new 45-minute first-ride experiences for people who have never ridden a motorcycle before in Texas.

“We learned some key lessons, but proof of concept was an overwhelming success,” concludes Kernes. “This is the best way for anyone who is curious about riding to give it a try. Some may decide it’s not for them, but in our experience, most are eager to take the next step, and we’ll be here to support them in their journey.”

Of course, all work and no play makes for a long weekend, so Dealernews’ Confessions columnist Eric Anderson put his customer hat on and enrolled in the Royal Enfield/Moto Anatomy Slide school that Creative Director Gus Stewart and our erstwhile editor took last fall.

As a former biology teacher, Eric had an appreciation for Johnny Lewis’ ability to educate the students. As a lifelong desert racer however, he had some habits that had to be broken. Nothing than another session or two of seat time can’t cure… we will be back!

After taking in the COMOTO show and Slide School, it was time to get to work and off to the NPDA’s launch.

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before getting into First Grade (and by the time IMS returns to town again, ensuring a new generation of riders and show goers. Brilliant!

While he had the stage, McFarland announced he had just met with the Los Angeles Unified School District (comprised of more than 500 campuses) and the Department of Wellness.

The endgame being placement of 150 Strider programs into Kindergartens next year. His Strider education program (www.allkidsbike.org) is seeking donations to make it happen and this program is snowballing!

OPERATIVE TERM: OUTDOORS

International Motorcycle Shows 2021 Kick-Off

By Eric Anderson

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he key word is OUTDOORS. Not just butts on seats in a convention center in the dead of Winter, but hands on throttles in the Summer and Fall. The International Motorcycle Shows have evolved into Progressive IMS Outdoors, the powersports industry’s leading consumer motorcycle tour connecting enthusiasts with industry leading brands. IMS is now an interactive, immersive riding event for motorcycles, UTVs and eBikes. It is an ideal way to spread the reach of our industry and enable everyone to experience two wheels, even if it is for the very first time.

However, IMS still retains favorite elements from the past for its traditional attendees. Vintage bike displays and an expansion of the 11th annual J&P Cycles Ultimate Builder Custom Bike Show, were added to UTV demo rides from Kawasaki, plus and opportunity to test Harley’s new Pan America “Dirt Glide” at the Sonoma Raceway in Northern California kick-starting the eightcity 2021 tour. Talk about being a kid in a candy store!

In addition to the move OUTDOORS, there has been a revitalization of the engagement activations at the event, with a focus on our future customers. Ryan McFarland, founder of Strider Bikes, announced that one school in every town IMS OUTDOORS visits will receive a full compliment of Strider balance bikes. Every kid in Kindergarten will know how to ride

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But kids would rather play than talk about school during their summer vacation, so McFarland rolled out the Strider GP to get the groms running around and acting like, well kids. LeMansstyle racing is now a thing at IMS! Kids run the first lap on feet; the second lap they stride on a Strider; and the third lap, parents install pedals at a pit stop — 60-seconds and one bolt to convert the balance bike to pedals — before sending the kids racing out on lap three pedaling around the track. The whole family gets involved in this crowd-pleasing activation.

Big kids want to have fun, too. Fortunately a full slate of demo rides including Kawasaki’s KRX experience beckoned. But it was an opportunity to ride with Eddie Lawson on the Giant pedalassist that really turned my crank! Each tour stop will host a number of attractions, including the Discover The Ride, IMS Vintage, Adventure Out!, J&P Cycles Ultimate Builder Custom Bike Show as well as two and four-wheel demos from a number of exhibiting brands.

“After over a year apart, we are so excited to be bringing the Powersports community back together,” says Tracy Harris, SVP, IMS Outdoors. “Our goal is to showcase the diverse lifestyles and offerings across the Powersports industry in fun and inviting atmospheres. With our Tour’s new outdoor format, we are thrilled to be able to bring more opportunities than ever to allow our attendees to truly interact with the products and sport, not matter one’s age or skill level.”

Discover The Ride returns to all venues, providing a variety of interactive ways for attendees to learn riding skills in a safe and controlled environment. In partnership with Zero Motorcycles, the New Rider Course allows non-licensed motorcyclists to experience, first-hand, the thrill of two-wheels on speedlimited electric Zero Motorcycles and learn riding basics from Motorcycle Safety Foundation (MSF) instructors.

2021 SCHEDULE · Northern California Sonoma Raceway (Sonoma, CA – July 16-18) · Chicago: Goebbert’s Farm (Pingree Grove, IL – August 20-22) · Pennsylvania: Carlisle Fairgrounds (Carlisle, PA – September 10-12) · Texas: Texas Motor Speedway (Fort Worth, TX – October 1-3) · Nashville: James E. Ward Agriculture Center (Lebanon, TN – October 8-10) · Central Florida: SUN n’ FUN Campus (Lakeland, FL – October 15-17) · Atlanta: Georgia International Horse Park (Conyers, GA – October 29-31) · Southern California: Venue and Date TBA Get more details here: www.motorcycleshows.com

Winners from IMS Sonoma UBCBS include: CUSTOM STREET Winner: Former Custom Chrome exec-turned Harley Dealer Dan Stern teamed painter Art Himsl to win with a 2004 Harley-Davidson Softail/sidecar that features handmade fenders and body panels.

The sidecar featured exotic wood flooring, full aluminum louvered polished belly pans and custom luggage behind the seat. The custom also features handmade taillights and trim work, hidden handlebar controls, a bronze powder-coated engine and much more. “Just goes to show you us veterans of the motorcycle world still can compete,” says Stern.

Runner-up: Phil Susoev secured runner-up with a 2003 HarleyDavidson Softail standard, custom-built by Ricky Bray at RKB Kustom Speed.

OLD DOGS CAN LEARN NEW TRICKS

CUSTOM CLASSIC Winner: Hugo Eccles with Untitled Motorcycles won with a 1975 Moto Guzzi Supernaturale. The custom is a minimalist café racer that features an 844cc engine and a 23% lighter build than its original 1975 donor. The hand-formed aluminum gas tank is a contemporary reinterpretation of the classic LeMans and encloses a state-of-the-art electrical system and much more. Runner-up: Dave Kelly secured runner-up with a custom-built 1939 Flathead.

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lthough IMS shifted to an “Outdoors” format for this season, the Ultimate Builder Custom Bike Show (UBCBS) continues to showcase the talents of small shops, home builders and the world’s best street bike customizers. “We designed the competition to spotlight professional and amateur builders alike, attracting world-class builders at each stop along the tour that come to showcase their rolling works of art,” notes Bob Kay, director of UBCBS. “Not only do the participants receive well-deserved recognition, but the custom motorcycles on display provide event attendees the opportunity to engage with some of the finest customs across the U.S.” UBCBS has a rich history as the nation’s largest motorcycle builder competition, featuring hundreds of motorcycles and offering the chance to win tens of thousands in cash and prizes across the 2021 IMS tour.

Each stop along the tour holds a competition at the event comprised of three classes — Custom Street Class, Custom Classic Class and Freestyle Class — plus, the People’s Choice Award. Winners from each category are entered into the championship round to be held in Atlanta, competing for the grand prize and King of Builders title.

FREESTYLE Winner: Gino and Denise Ilacqua with Jezabel Customs and painter Shane Leasure won with a 1976 Custom Chopper. The motorcycle features throwback rocker boxes, a custom oil tank, twist bar, plus bent metal pieces using camper propane tanks and a vise to shape fabricated pieces, and so much more. Runner-ups: Dave Kelly secured co-runner-up with a custom-built Pan Shovel. Andrew Harris secured co-runner up with a 2018 Sur Ron Lightbee. The allelectric on- and off-road supermoto features regenerative breaking, and a complete lighting system including ambient RGB under glow.

“Congratulations to the winners in Sonoma—this year’s bunch is truly a remarkable group of builders, with each bike telling a unique story. We are still accepting applications for the upcoming eight cities and welcome all creatives and builders to be a part of the fun,” continued Kay.

PEOPLE’S CHOICE Winner: Joe Stoesser won the People’s Choice award with a 1994 Harley-Davidson FXR. The custom, known as The Team Dream, is a perfect example of the last of the FXR. The motorcycle was built in a one car garage in San Francisco, features a nickel-plated frame, one-off swingarm, candy paint and a few hundred hours of hand engravings.

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To learn more and enter your shop project bike in a future UCBS round, click here: https://motorcycleshows.com/UBCBS

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Dealernews Research

By Don Musick

Who’s your ?

PART II The Usual Suspects

WHEELHOUSES ON THE WEB

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nother feature of our annual powersports survey is a profile of products carried by each dealer. Since a dealer typically carries products from multiple OEMs, the product line profile is a composite of all.

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In Fig. 4, the top 15 web providers (80% of total) are mapped against the product lines carried by their respective client base.

Each product category (motorcycle-MCY, scooter-SCT, ATV, side by side-UTL, snowmobile-SNB and personal watercraft-PWC) is expressed as a percentage of individual provider totals to ensure an apples to apples comparison.

The first thing that jumps out is that some providers appear to be product line centric. For example, Morillian BWS and Firestorm (circle 1 & 2) skew heavily towards motorcycle dealers while Dealer Web Central and TracTru (circle 3 & 4) almost exclusively serve utility vehicle dealers. On the other hand, the “Usual Suspects” WIX, GoDaddy and Weebly appears to be more product line agnostic, as do the top 3, Dealer Spike, ARI and DX-1 (bracket 5). Another distinctive feature of this last generalist group is the dominance of utility vehicle dealers.

To dig a little deeper into the apparent product line specificity of some providers, we examined the provider profile for HarleyDavidson dealers. Unsurprisingly, Dealer Spike has the majority share @ 33.5% with DX-1 once again placing 3rd @13.5%.

However, finishing in a strong second place is Morillian BWS @ 21.5% while Firestorm and DealerInspire fill out the top 5 with a combined 18%. So using Harley-Davidson as a baseline for motorcycle dealers, it’s clear that Morillian BWS and Firestorm do cater to this segment.

Next, we took a look at the web provider profile of John Deere dealers as representative of the utility vehicle segment (Fig. 6).

A characteristic of Ag dealers is that they tend to be subsidiaries of a larger group vs. single a location. Consequently their web presence reflects corporate level development rather than independent web providers. This is evidenced by the dominant “Other” category accounting for some 33.9% of the total.

Continued on page 44

AUGUST 2021

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Continued from page 43 After the corporate sites, Dealer Web Central finishes first at 20.0% followed by Dealer Spike and ARI at 14.6% and 5.7% respectively.

Other Ag-centric providers EquipmentLocator, Element-Team SI, Sedona Technologies, EQHarvest and TractorHouse fill out the next 5 slots for a combined total of 17%. So as we found with motorcycles, we see that some providers also cater to utility vehicle dealers. Of the “Usual Suspects”, only GoDaddy made the list at 0.4% of the total.

But what about the generalists? Do their product line profiles simply reflect the powersports industry as a whole or is there another pattern to be found?

MIRROR MIRROR? As a last measure, let’s take a look at the profiles of the top 3 providers (Dealer Spike, ARI and DX-1) to see how they relate to the product profile of the overall powersports industry. In Fig. 7 below, the blue bars correspond to the industry’s product profile as represented by dealers. The product profiles of the top 3 providers are overlaid as line graphs on the industry chart. The composite clearly shows that the profiles of these providers do in fact mirror the profile of the overall industry! The takeaway is that these providers represent powersports dealers uniformly with no apparent product line focus or bias.

NOT THE USUAL SUSPECTS Despite PC Magazines’ picks of the litter and the provider volume rankings by HostAdvice.com, powersports industry dealers have charted their own course. Only 4 of the “Usual Suspects” make it into the top 25 of powersports web providers and collectively amount to only 7.9%.

So why the roads less travelled? Maybe we could ask Keyser SÖze (if we could find him)!

From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/dealer extranets, consumer-direct commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization.

He founded Genesys Technology Solutions (GenesysTech) http://www.genesystech.com/ to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University. Contact: dmusick@genesystech.com

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Dealernews Research

By Dr. Paul Leinberger

FIVE EASY PIECES What Motivates Today’s Consumers?

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ver wonder why some bikes sell better than others?

For more than 20 years I have been interested in understanding what motivates consumers to buy one product over another. I bet it won’t surprise you to learn that in the time I have been studying consumer buying behavior the top two motivators have remained the same – price and quality. In fact, price and quality have been the primary motivators for as long as there has been market research (circa 1925).

However, while price and quality remain the dominant motivations in consumers’ decision-making, the pandemic and other converging consumer trends, have lessened their influence. As I have noted before, the pandemic has accelerated trends that were already evident and developing. For example, consider the shift to digital technologies. Nearly 38 million U.S. households purchased new Internet service in the previous 12 months (April 2020 to April 2021) – an increase of more than 46% year-over-year (BroadbandNow Research May 2021). Extraordinary!

More importantly, the way consumers are using digital technologies is changing the fabric of daily life. Such platforms as Google and Amazon make it easy for consumers to check prices and get a strong sense of product quality (through recommendations and reviews – Amazon even gives its own recommendations). The ability to easily cross-reference price (comparison shop)

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and quality (ratings/reviews) changes the game. While price and quality remain important, they are no longer the differentiators they once were. Today they are table stakes and other motivators have become more important.

The pandemic not only accelerated developing trends, but it also caused consumers to question their own motivations. Consumers looked inward and asked themselves: What is most important in my life? Why am I doing what I am doing? Why am I buying what I am buying? Consumers began to re-evaluate their own priorities and, in so doing, began to look beyond price and quality as motivating decision factors.

Accenture, the management consulting firm, recently (June 2021) surveyed more than 25,000 consumers across 22 countries in order to better understand what motivates purchase decisions beyond price and quality.

In the United States, 50% of consumers told Accenture that “the pandemic caused them to rethink their personal purpose and re-evaluate what’s important to them in life.” 42% said that “the pandemic made them realize they need to focus more on others than on themselves.”

These consumers, which Accenture calls “Reimagined” consumers, are changing their buying habits to better fit their new priorities. This change is important to understand because it represents a new direction in American consumer buying behavior. It represents the future – your future!

What does the consumer walking through your door want beyond a good quality bike at a good price? According to Accenture, the Reimagined consumer is motivated by five distinct drivers: 1. Service and personal care; 2.

Health and safety; 3. Trust and reputation; 4. Ease and convenience; and 5. Product origin.

At the top of the list is service and personal care. A full 72% of the Reimagined expect the companies they do business with to understand how their needs and objectives have changed due to the pandemic and to address their new needs. Therefore, ask yourself: Do you know how your customers have been impacted by the pandemic? Have you changed your product and service offerings to meet their new needs?

Second on the list of new motivators is health and safety. Some 63% of Reimagined consumers think it is crucial for businesses to actively promote consumer health and safety policies. Another 68% said they would switch companies if they felt health and safety standards

were lacking. Ask yourself: Are we taking the safety and hygiene concerns of our customers seriously? How have we changed our attitudes and behavior in the past year?

Third is trust and reputation. Consumers are asking: Can I trust you to do the right thing for me and not just for your business? Can I trust you to be who you say you are and stand for the things you say you stand for? A majority of Reimagined consumers said they would switch businesses if the business did not “take visible actions for a positive social impact – e.g., related to inclusion and diversity, environmental protection or protecting the health of the population.”

Fourth is ease and convenience. Consumers are asking: Are you meeting me where I am, in the digital world, the physical world, and through a blend of both? Are you able to deliver what I need, when I need it, across all channels? 57% of Reimagined consumers would switch companies if they did not “offer new fast and flexible delivery options of goods such as click-and-collect and curbside pickup.”

The fifth factor is product origin. Reimagined consumers want to know what goes into the products you sell.

Where are they produced, how are they produced, who produces them and how far have they been transported (to get to your dealership)? Three quarters (76%) say they are attracted to businesses that are concerned about the ethics of their suppliers and the materials they use.

Additionally, 65% are attracted to businesses who sell brands that are environmentally-friendly.

Consumer expectations have changed. Today’s consumers demand more than just good products at good prices. If you want to attract new customers and keep the customers you have, you need to prove to them that you understand their new needs.

The “consumerism” rant found Five Easy Pieces — 1970 featuring Jack Nicholson—has a new post-pandemic context. But there are still five components to take into account when addressing the “Reimagined” consumers.

A perennial keynote speaker for the Motorcycle Industry Council's annual Communications Symposium, Dr. Paul Leinberger has become the powersports industry's de facto futurist/strategist.

Dr. Leinberger is an expert in market/brand strategy and research with more than two decades of social trend forecasting, market strategy and strategic planning. Prior to joining TTD, he was Senior VP of GfK NOP, where he ran the company’s flagship consumer trend services, Roper Reports, as well as the company’s groundbreaking Global Visual Database. His client list reads like a Who’s Who of corporate America: Hewlett-Packard, Apple, Disney, Nordstrom, Microsoft, Levi Strauss, E.& J. Gallo Winery and Toyota, among many others. Prior to his global responsibilities at GfK NOP, Dr. Leinberger was the Corporate Manager in the Product Planning and Market Strategy department at Nissan North America. Dr. Leinberger holds a Ph.D. in organizational and social psychology and a Masters of Urban Planning (Highest Honors). He lives in Irvine, California, and his work can be seen at www.dennyleinbergerstrategy.com AUGUST 2021 47

Dealernews Research

By Lenny Sims

BY THE BOOK

J.D. Power Market Insights

O

nline is where it is at as the world gradually returns to “real” in-store retailing. The number of online views and look-ups for remains at record highs for the first half of 2021. Driven by the Delta variant and continuing inventory issues at the Dealership issue, J.D. Power expects the volume of online traffic to continue at its heated pace all through the summer and well into the fall!

With summer is in full swing and demand for motorcycles and side-by-sides remains red-hot. New bikes and side-by-sides are still hard to come by, and buyers are paying historically high prices for vehicles that do come on the market. Some surprises to be seen as well: Views of the Cruiser category were the highest of 2021 look-ups. Nearly 30% of all views were for Cruisers this year… less surprising was the fact that SxS views were in second place at 20%.

Show me the money! With the strong traffic of on-line look-ups, Side-by-sides also continue to widen the gap over last year, with utility models bringing 24.5% more money and sport models bringing 17.9% more. Motorcycle pricing in the first half of 2021 continues running well ahead of the same period of last year, with the most recent 10 model years of Cruisers averaging 11.4% higher, and Sportbikes 13.6% higher.

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Given that Cruiser values and volumes were high, no surprise at all that Harley-Davidson was the top research brand in 2021 Q1Q2 (see chart #2). With 60% of the online research being done (even more for Touring models at 78%), no other brand was even close… in fact all the other brands added together couldn’t match the volume of research achieved by Harley-Davidson preowned units. This could explain the launch of Harley’s Certified program and HD-1 Marketplace in July?

Kawasaki edged Yamaha in terms of top-researched sportbike brands (see chart #3). However it was almost a dead heat in the top researched Off-Highway brands in 2021 Q1-Q2!

KTM, Yamaha and Honda accounted for 75% of the online research conducted at J.D. Power’s Valuation Guide site.

Overall, the market will continue to favor sellers as long as parts shortages limit production and consumers have cash to spend.

We don’t see this dynamic changing through peak season and into the 4th quarter at least.

J.D. Power Specialty Valuation Services (formerly NADAguides) is a leading provider of specialty vehicle valuation products and services to businesses.

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

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

MAY ‘21 VS AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE

JULY AWP IN REVIEW

*All data provided by National Powersport Auctions includes live and online transactions from all NPA locations. Closed OEM auction data is excluded. For more info visit NPAUCTIONS.COM

15% 10%

-15%

SIDE X SIDE

ATV

MX

SPORT

3%

-12% SNOWMOBILE

0%

-3% -11% DUAL SPORT

-10%

METRIC CRUISER

-5%

-2%

DOMESTIC CRUISER

0%

-3%

5%

PWC

6%

5%

JULY ‘21 VS JULY ‘20

AVERAGE WHOLESALE PRICE CHANGE 60% 50% 40% 30%

10%

17%

20%

19%

ATV

10%

19%

MX

20%

38%

34%

29%

13%

PWC

SNOWMOBILE

-10%

SIDE X SIDE

-5%

DUAL SPORT

0%

SPORT

Sliding Through Summer Although wholesale prices are showing a return to seasonal declines in late summer & fall, demand for pre-owned powersports remains strong. AWP is still elevated compared to historical trends during this time of year. We think prices will remain above prior years the remainder of 2021.

20%

METRIC CRUISER

Prices Following Attributes The double-digit drop in the ATV category is due to age and lower condition scores.

Demand for all ATVs remains strong.

No significant changes were seen in the Domestic and Metric Cruiser mileage and age averages, which is normal seeing the pricing trends. The Sport category saw a drop in average mileage by approximate 2,000 miles along with a younger model age. This is coupled with a recent increase in average condition report scores over the past two months.

25%

DOMESTIC CRUISER

Steady Start To the Second Half The midpoint of 2021 came and went as mid-summer brought some consistency in Average Wholesale Prices (AWP) in the powersports auction market. Domestic and Metric Cruiser pricing dropped slightly compared to the prior three-month average, while units in the Sport and Dual Sport categories saw a 6% and 5% increase due to product mix. For Off-Road, ATV units saw an 11% decrease and the MX and Side-by-Side categories dropped minimally compared to previous threemonth averages. All categories are still trending higher than July 2020. The ratio of prices to book values fell due to increases in book values.

This looks like a good spot to talk about our new Off-Road Financing options.

Announcing The Fuel Off-Road Program ATVs, UTVs, Side-by-Sides, Dirt Bikes

Your One-Stop Shop For Powersports Financing Full Credit Spectrum • 100% Paperless • Fast funding Call (239) 315-7533 for more information FuelCapitalGroup.com

website, then have a customer computer terminal on your showroom floor and guide interested parties to it. A preorder interest form and a deposit is a great way of making Saturday work for you.

Think Of The Kids If you give children something to do, parents will shop longer and harder. Have a corralled kid’s area where they can color, have some toys available for them to have fun while still in sight of their parents. Then, assign someone to the task of entertaining them.

Public Purchase Celebrations Put a little PT Barnum into your Saturdays by scheduling one or two delivery celebrations for your busiest times. Picture it: as AC/DC’s Thunderstruck plays on the sound system, you get on the mic and introduce your new customer. “Please join us in welcoming the newest member of the Mark’s Harley-Davidson family, Corey Williamson! Beep horns, ring bells, rev engines (OSHA be damned) and make it a big deal.

MAKING MONEY DAY WORK FOR YOU

AccSELLerate The Sale — Seizing Saturday, Part 2

By Mark Rodgers

L

ast time we covered several strategies for seizing the most important day of the week: Saturday.

It only comes once a week, you don’t get second chances, and it’s without question the most important day for any motorcycle dealership. Using this time well can be the difference between a great week and a weak week. That day is Saturday.

Saturdays are about capacity, energy and the ability to capitalize on impulse. Do you have the mental and physical stamina to maximize your effort? Do your processes support effective Saturday retailing? Does your team have the right chemistry to create synergy and not cynicism? Is your team flexible enough to ride with the turns?

Here are more ways to maximize your sales results.

Push Pre-Orders With inventory challenges what they are, now is the time to revisit the ideas of pre-orders (It was a good bit in the 80s and its relatable today). Have a pre-order page on your

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This leverages the persuasion principle of Social Proof. We follow the lead of similar others. On Saturday’s you really want to play up the idea of showing that others are buying.

So, whatever it is you do when someone buys a motorcycle in your dealership — ringing a bell, clapping, shooting off a canon, whatever — do it big and lay the groundwork for others to see, hear and feel just how exciting it is for them to buy from you.

Roll Out An Ultra Cool Bike Take a really cool custom bike, or a unique and clean previously owned unit, and roll it on the floor during the height of your customer traffic. Picture it: The service doors swing open, and a couple of your service guys roll a gorgeous hunk of metal right into the crowd like handlers bringing a prize fighter to the ring in a huge Las Vegas championship fight. Then, when you have the bike positioned (in the spot you have previously cleared and designated for this cool unit) the sales manager comes over and carefully puts the hang tag on the unit. Next: Get ready because someone’s going to buy it.

Test Rides Aren’t For Everyone I think of test rides as a rifle shot, a targeted approach to sales. I carefully cultivate the prospect, the relationship, and my efforts. To execute a proper test ride, a.) you need to go with the customer, and b.) the whole process from orientation, to ride, to after ride write up takes about 40 minutes. With that sort of commitment, you want to be very judicious to whom you offer a Saturday test ride. My advice, unless they are as hot as Tucson in July, I nudge to schedule rides for the coming week.

“Here’s what I’m going to recommend, so you can have a real ride, and so I can give you all the attention you deserve, let’s find some time this week, and you and I can burn some gas and do it right. I have either Tuesday or Wednesday afternoon available. Do either of those days work for you?”

Set Minimums And Maximums For Deals You want to be able to roll motorcycles on Saturdays, but it’s difficult if you’re promising to do extreme amounts of customization or accessorizing on new units. Set a minimum and maximum of what can be done for motorcycles to be purchased and delivered on Saturdays. The minimum might be to roll the bike with temp tags while the maximum might be to roll it with a sissy bar, pad and slip-on exhaust. The customer can always come back for further customization at a later date or take delivery sometime mid-week.

Stay Balanced Move fast and work efficiently, but don’t rush; stressful times amplify personality traits. Expand your margin of flexibility while understanding it can be a stressful day for everyone; be more forgiving of others.

Have A Place For Staff To Hide In airports you’ll sometimes see a place behind the ticket counter that is cordoned off for “staff only.” Airlines do this for times when the gate agent just can’t take any more disgruntled travelers. You should do the same thing. Often, the difference between a staff member losing their mind and blowing up at a customer or handling things smoothly and professionally is a quick respite. Have a place where, if needed, a harried staff member can find a moment to take a deep breath before heading back to the floor.

Create And Communicate Contingency Plans Every store and every crew has different strengths and different processes. These plans should be flexible enough to respond to whatever is happening in your business and your marketplace. Have a Saturday morning huddle to confirm any processes or plans for the day.

This shouldn’t be any longer than 10 to 15 minutes. You’re not launching new policies on Saturday. You’re not engaging is some sort of training session. You’re setting the game plan for your day. Save training and policy announcements for Tuesday’s huddle.

Cling On Contingency We’ve all been there. The showroom floor is teaming with opportunities, but you’re stuck with the person who wants to review every motorcycle ride he’s ever taken with you.

You need a lifeline.

One very creative person we know, used to have a small, laminated card in his back pocket. When he found himself in this situation, he would keep an eye out for passing employees. When someone was within arms-reach, he would pull out this laminated card and hand it to the fastmoving co-worker.

The card read simply: Help Me! This was notice for that employee to head to an office, get on the PA system and call for his assistance. Classic!

Group Therapy It’s common for small groups of 3 or 4 people to be standing on floor simultaneously looking at a bike. That’s a real opportunity to fish with a net and not a line. I’ll approach the group and say something like, “Would you like me to tell you all something about this bike?”

I can tell you that I’ve never had anyone say no to that offer.

Why? Well because they either truly want to learn something about the bike, or more likely, they want to match wits with you. And either way, I’m okay with that.

So, when I say, “Would y’all like me to tell you something about this bike?” (In Pittsburgh its “yins,” in Philly its “yuze guys”) and they say yes, I start dropping some beyond the brochure knowledge and see where we end up. But the key is that I’m taking care of multiple people at one time.

Saturday Special I don’t know about you, but I love Saturdays. They feel different. They feel fun. The energy is high, and the end of the week is in sight. You need to anticipate, prepare and execute for Saturday… When you do, you’ll make the most of what many call: Money Day.

Be sure to tune into: SALES SUCCESS IN 60 SECONDS OR LESS as sales expert and award-winning Dealernews columnist Mark Rodgers shares how to accsellerate® your sales. Watch Mark explain the guiding principle of how to succeed in the motorcycle business even in these stormy times.

(FYI, Mark only counts the content after the whizbang video open in his time limit, so start your stopwatches then!) Mark Rodgers is an award-winning speaker, best-selling author, and soughtafter consultant, who has spent 33 years working in the Harley-Davidson industry. Check out his 60-second sales tips twice a week at Dealernews social media channels or contact him via e-mail: Mark@RodgersPC.com AUGUST 2021 53 Copyright ©2021 by Mark Rodgers. All Rights Reserved.

e

THE WHITE ALBUM?

Looking To Make Records - Page 56

HOT WHEELS

Super73 Collab With Hot Wheels - Page 56

PINT-SIZED POWER-PACK TWIG Carries A Big Stick - Page 58

CURRENTS+

HOT WHEELS!

Super73 Collab With Mattel Upstart eBike builders SUPER73 have some hot wheels... literally. They have teamed with Mattel to release a limited edition Hot Wheels collaboration. “We’re incredibly excited and honored to partner with the iconic Hot Wheels brand for the release of the limited edition Hot Wheels x SUPER73-RX.” claims SUPER73 co-founder Aaron P Wong. “For decades, Hot Wheels has captured the imagination of both the young and the young at heart. And they continue to push the boundaries of creativity, driving towards the future while always remaining true to their roots. We created the Hot Wheels x SUPER73RX to celebrate the incredible legacy of Hot Wheels, but have greater hopes that our collaboration will inspire the next generation of trailblazers.”

The collab bikes have been customized to celebrate the influence of Hot Wheels on two- and four-wheel culture. The unique livery will be immediately recognizable to Hot Wheels fans, combining the famous logo with distinctive orange WHITE ALBUM? Just as The Beatles rocked the world with the White Album, and blue graphics. Additionally, the bikes feature a custom another English upstart is sounding off in the EV space. embroidered Hot Wheels edition seat and handlebar pad Designed to shock the world with its sheer speed, the created by motorcycle industry leaders, Saddlemen. Utilizing WMC250EV incorporates revolutionary aerodynamic concepts more specialist suppliers, the Hot Wheels x SUPER73-RX will and technical innovations that will not only allow the bike to be fitted with Ruffian ATV Lock-on grips by ODI, plus Stamp 1 break current electric Land Speed Records but will impact on Large pedals by Crankbrothers. the future of mass-market electric motorcycles. “We have produced the most aerodynamically efficient motorcycle “For more than 53 years, Hot Wheels has proven its influence in the world,” claims Rob White, Founder and CEO of White in car, motorbike and pop culture with incredible designs, unrivaled performance and world-class collaborations in action Motorcycle Concepts. sports and beyond,” adds Ricardo Briceno, Vice President of

“The company is an environmentally focused motorcycle Franchise Marketing at Mattel. “Working with the passionate concepts organization delivering efficiency improvements to and talented team at SUPER73 has been an extraordinary design. Our first concept is looking to set Electric British and journey, and we hope that these beautifully designed Hot World Land Speed Records.” So how to set the records and Wheels x SUPER73-RX electric bikes, as well as these premium die-casts, will encourage vehicle fans of all ages to enjoy a rock the world? One word: Aerodynamics! piece of true Southern California lifestyle.”

A two-wheel drive system generating just over 130 hp should be more than enough to do the trick, according to White. To complete the collaborative project, every purchase of the Current sportbikes require at least 200 hp, and MotoGP has Hot Wheels x SUPER73-RX will include a collectible Hot Wheels been adding winglets to add downforce to the front end, but diecast of a SUPER73 Ford Bronco adventure vehicle. Designed that comes with the cost of increased drag. Problem solved on and manufactured by Hot Wheels, the Bronco graphics match the WMC250EV as White claims the bike’s shape is designed to the RX. The Hot Wheels car can also be purchased separately add massive downforce to the front end with no wings required. at select Hot Wheels retailers.

See how it works at: https://whitemotorcycleconcepts.com/

56

CURRENTS+

PINT-SIZED POWER-PACK

TWIG Carries A Big Stick…

AMADA Weld Tech, a leading manufacturer of welding, marking, cutting, sealing and bonding technology, supplied a 300 ADP Capacitive Discharge Battery Pack Welding System to Michigan-based TWIG Power for use in Cobra’s new CX-E5 Electric Motorcycle. TWIG and Cobra have partnered to develop high-performance electric motorcycles designed to compete in AMA youth class EV competition.

The AMADA welder helped TWIG achieve the integration of electronics and high-performance materials that was key to making the pack a reality. Battery pack technology is absolutely critical for the development of the electric powertrain,” said Jesse Beeker, TWIG Power President. “We needed a battery manufacturing system that would ensure a high performance, high quality, no compromise solution. AMADA WELD TECH helped take us from the first design concepts to understanding pack design challenges and difficulties, to changes that helped make the battery more manufacturable, all the way to building the first pack in their lab.”

TWIG will be manufacturing the battery packs and other powertrain components to enable the race level electric powertrain. Limited volumes will be produced for the racetrack later this year and volume production is set to begin early in 2022.

SUPER73 SHIFTING GEARS

On a charge! After promoting the SUPER73 brand of ebikes as Director of Global Sales for the past couple of years, Garrett Turk has been promoted to Head Of Business Development and Brand Partnerships. He joined the EV company after serving time as the Director of Sales for Loser Machine and a 7 year-stint at Stance Socks. With Turk’s move on up, another former Stance stalwart has joined the team as Ben Masek is now Director Of Global Sales for SUPER73 (as noted last issue).

58

THE NEED FOR SPEED

“From the moment I met Richard Hatfield and saw the Lightning for myself at Bonneville, I knew there was the potential to create an electric trike unlike anything in the history of motorcycles,” claims Bob Mighell, Arcimoto’s Chief Tilting Officer.

Mighell set the land-speed record for 3-wheeled motorcycles at the 2013 Motorcycle Speed Trials held at Bonneville Salt Flats in Utah. “This will be the first time we outfit an electric bike with the TRiO kit, and it certainly won’t be the last, as we drive toward a sustainable future faster than ever before.”

The Lightning SuperBike set a record as the world’s fastest production motorcycle, electric or otherwise, with the SCTA official World Record of 215.960 mph and a best timed run of 218.637 mph at Bonneville during Speedweek in 2011. The record-setting run was powered entirely by solar energy at an estimated cost of only 8 cents. But that was on two wheels… now it is time for a TRiO.

“As the world’s leading manufacturer of high performance electric motorcycles, we are excited to bring our technology

and know-how to the collaboration with Arcimoto for the threewheel market,” adds Richard Hatfield, Founder and CEO of Lightning Motorcycles. “The convergence of our proprietary technology, the market adoption of EVs, and the widely recognized environmental benefits of clean energy propulsion make this an excellent and exciting time to bring these vehicles to the mass market. It’s an honor to build the first electric bike outfitted with the TRiO alongside ‘Bonneville Bob’ Mighell, who has proven throughout his career that trikes can, and should, fly.”

“This collaboration is something that could only happen between two legendary speed demons of Bonneville,” concludes Mark Frohnmayer, Arcimoto Founder and CEO. “While Plaidlevel performance has never been a part of the Arcimoto narrative, proving our tilting trike technology beyond ludicrous speed will give us, and our customers, added comfort that our future micromobility solutions are stable under the most demanding conditions. Further this first adaptation of the TRiO for an electric motorcycle is in full alignment with Arcimoto’s mission to catalyze sustainable, emissions-free mobility.”

What an awesomely amazing, strange, exciting and ultimately rewarding trip this has been! Not only am I associated with all these fine folks but another incredible brand Best In The Desert! Here are some shots from this past weekend courtesy my good friend Harlen Foley at DirtNation, and some courtesy of Mark Kariya. A big shout out to my friend Ed Rosco who joined me on this latest adventure at V2R and made the long hours supporting the event much easier to endure.

Our Live Broadcast of Time Trials was as fine a production as I have seen anywhere… including the major networks.

The race itself had some of the closest racing I have seen in off-road racing. Factory Husqvarna riders Dalton Shirey and Jacob Argubright teamed to beat 2020 Dakar Rally winner and defending V2R Open Pro champ Ricky Brabec in a heads-up race. Ricky said at the finish line that this year’s race was way tougher than any other V2R he has ridden and simply didn’t have anything for the Shirey/Argubright team in the end.

BEST IN THE DESERT Casey Folks Vegas To Reno Race Sets Records, Launches Thousands Of Stories

By Scot Harden, photos by Harlen Foley & Mark Kariya

I

just returned home from the largest and the toughest Vegas To Reno ever. There were more than 400 entries, with 120 motorcycle and quad teams, and 135 UTV entries alone. There was even the lunatic who iron-manned a three-wheeler for 14 and half hours and finishing where many high dollar teams did not. The size and scope of the 25th Maxxis Tires “Casey Folks” Vegas to Reno presented by Fox broke all records.

I have been very fortunate to have experienced many great moments and adventures in my life. Professionally as an offroad motorcycle racer on some of the biggest stages in the world and in my corporate career working for some of the biggest brands in the sport. I have met countless people, traveled all over the world, shared in many great experiences.

This past week helping put on the Maxxis Tires, “Casey Folks” Vegas To Reno Presented by Fox off-road race reminded me all over why I choose to associate with off-road racers. They are quite simply the most passionate, committed, fun-loving, energetic and amazing people on the planet! And now I am engaged with all types, Truck racers, Car racers, UTV racers, Quad and Motorcycle racers!

60

“It was a tough race this year. I got away from a good secondplace starting position, but I hit a rock early on and it caused a lot of pain in my foot throughout the race,” said Brabec.

“I pushed hard the whole race, but I crashed once and had to change the wheel towards the end. I kept my team busy!

Congratulations to Dalton and Jake, who rode well. Thanks to the JCR team, Honda, HRC and Monster Energy for their support — I’ll be back next year to reclaim the number 1!”

The UTV classes had some of the tightest competition around.

There were 44 UTV Turbo Pros and the race was in doubt all the way to the end. Any one of 8 racer’s vehicles could have won. When the dust settled, Can-Am’s Austin Weiland took the hard-earned victory with a time of 8:49:43 and 29th overall — an excellent example of how far UTVs have come since they entered the scene. Dustin Jones in the T978 Can-Am was a mere three minutes behind in 8:52:49 followed by Branden Sims in the T913 Polaris.

Four-time defending V2R UTV Turbo Production Class champ Phil Blurton had a tough day suffering a serious illness and mechanical issues while the UTV Pro Open Class was won by Can-Am’s Dan Fisher and the UTV RS1 NA class was won by Polaris racer Jonathan Mcvay in 11:04:48 followed by Jimmy Rodriguez and Jared Cozzocrea.

and delivered as one of the premier motorsports events in North America this past weekend,” noted BITD CMO Bryan Folks. “From our historic Method Race Wheels Live Broadcast of V2R Time Trials we set a tone for professionalism and excitement that only off-road racing can provide.

The UTV Unlimited Class was ultra-competitive with 26 entries including 2021 Jimco Racing Silver State 300 champion Chris Blais who battled up front for most of the race with Randy Raschein, Jim Beaver and Michael Isom. Shortly before Pit 11, the Blais team suffered mechanical issues and DNF leaving Can-Am’s Randy Raschein in the lead which he held to the finish, winning the class in a time of 9:50:54 followed by Jim Beaver in his Polaris in 9:52:40 and defending 2020 Best In The Desert UTV Unlimited Series champ Michael Isom’s Can-Am in third in 10:10:30.

The UTV Production N/A class drew a 40 entry field and was won by Carson Wernimont in his Kawasaki who kept his class win streak alive putting in a great race and finishing in 9:49:54.

Wernimont had to put in a great race because right on his tail was JD Marsh in his Polaris just two minutes behind. Polaris racer Dodge Poelman came home a very well-deserved third with Honda’s Elias Hanna in fourth.

In Quad Pro Competition, a field of five entries left the starting line with Jose Roberto Villalobos, Travis Damon, and Beau Baron taking home the win followed by Dylan Walraven and Daulton Keyes in second and Humberto Valenzuela in third.

Not to be outdone by their four-wheel counterparts, three fanfavorite three-wheelers lined up, with Wrangell Gubler winning the class in 14:34:25.

“Our Race Operations team has been working hard for this result and we are very pleased that so many racers chose to come join us in this great adventure. I am quite sure our father Casey Folks is pleased with the final result. I want to thank our staff, volunteers, sponsors, and racers for believing in our mission and helping make this the biggest V2R ever.”

However the last vehicle to cross the line in 17 hours and 40 minutes was a Subaru station wagon. Talk about adventures, these guys had one of the most amazing stories ever at Vegas To Reno. The last vehicle to cross the finish line as an official finisher in a time of 17:40:22 this painfully stock Subaru had everyone rooting for them to finish the toughest V2R ever.

They had all their camping and personal items stored in the vehicle. Rumor has it they left from the finish line to head straight to Baja on another off-road adventure. Hats off to John Frana, Ryan Brumund and Dallas Van Wyk. Tremendous story!

Tremendous accomplishment! Everyone was rooting them on.

Rumor has it they were headed to Baja for another adventure but not before stopping in Disneyland for a family vacation.

Without question one of the longest and toughest weeks of my life recently, but worth every second because Best In The Desert is accomplishing its mission to be the biggest and best off-road race series in North America. “Without question, the 2021 ‘Casey Folks’ Vegas to Reno race lived up to all the hype

Continued on page 62

AUGUST 2021

61

Continued from page 61 The impact this single race has on the powersports industry is measured in the millions of dollars and so too was our social media following. We had our biggest day ever on race day by almost four times over our previous best. Our Facebook Live Coverage developed a loyal and enthusiastic following. All together I’m pretty pleased with how it all turned out. The best part for me was meeting three 14 year old boys who had just ridden their first V2R. I spent time with Steven Wheeler, Anthony Nolan and Maleana McKnight at the awards celebration on Saturday night and couldn’t help but be reminded of where it all began for me. The future of the sport is bright, alive and well with fresh faces like theirs.

There are thousands of stories coming out of a race like V2R. So proud of the BITD team for taking on such a monumental, no make that astronomical, challenge and making it happen.

CEO Daryl Folks said it best: “This year’s V2R not only lived up to its reputation as the largest and longest single-day offroad race in the U.S., it would also appear it might have been the toughest. I’m pretty sure my dad wouldn’t have wanted it any other way. The Best In The Desert team, our staff, and volunteers put an enormous amount of effort into this race and it was great to see a record number of racers come out to support the event my father launched some 25 years ago.

“I want to thank everyone involved. We have been working extremely hard these past two years to keep off-road racing alive and viable during the pandemic and we are happy to see some light at the end of the tunnel. I am confident things will only get better from here.”

Standings 1 Shirey/Argubright 2 Ricky Brabec 3 Hintz/Hunter 4 Zane Roberts 5 Jeff Trulove 6 Joseph Wasson 7 Gregory Pheasant 8 Jim Herrero

Husqvarna Honda KTM Beta KTM Beta Honda Yamaha

7:44’10 7:53’53 8:03’26 8:07’45 8:12’31 8:19’35 8:36’17 8:45’13

Scot Harden is recognized as one of the best off-road racers ever produced by the United States. From 1971 until his final professional race in 2007 — at the age of 51 — Harden excelled at the toughest races in the world including the Baja 1000, Baja 500, Las Vegas 400, Mint 400, Dakar, B to V and the ISDE. He is a Desert/ Baja specialist and the first American to win an African Raid Rally. He also possesses an impressive executive management resume as a brand builder, race team manager, sales professional and product planner with such companies as Husqvarna, KTM, Zero Motorcycles and Best in the Desert. Harden owns and operates Harden Offroad, a Powersports business consulting practice. He has been inducted 62 into the AMA(2008), Trailblazers(2020), Hot Shoe(2021) and MRAN Hall of Fames(1996).

949.874.2645 piloteeragency.com

LET’S DO THIS!

WE’RE PILOTEER, A FEARLESS MARKETING AGENCY WHO PERFORM ALL OUR OWN STUNTS.

and underemployment issues, many dealerships and factories alike are seeking out ways to entice new employees to join their ranks while also showing existing employees the appreciation necessary to keep them motivated and happy in their current positions. Some of these incentives can include bu:

Personnel Files

By Alex Baylon

SUPPLYING DEMAND

Its A Job Seekers Market

I

t is no secret that the past two years have been a rollercoaster ride that left many of us in professional peril, not knowing if or when we would return to work as usual. Luckily the powersports industry was one of the beneficiaries of the pandemic. From the 1,000s of customers who decided to social distance via motorcycling, those 1,000s who fixed their parked motorcycles and the 1000s of new riders that were born from the pandemic, we now face the problem of supplying a demand OEMs can’t meet.

Many dealerships are still seeing record sales numbers.

Service departments are backed up, sometimes more a month. New and used units are hard to come by, and then there is the shortage of parts and accessories.

Seems like dealers can’t catch a break.

Our industry, like many others, is desperate for employees. Just as the housing market is a “sellers market” it is a “job seekers market” in the employment world. There are many opportunities for employment within the industry ranging from the always-in-need motorcycle mechanic jobs to upper management — and everything in between! If you have experience and an intermittent pulse, the ball is in your court, all you have to do is take your shot!

Taking Advantage Of Dealership Incentives It is currently a job-seekers market, and not only because of job vacancies themselves. As the motorcycle industry faces a transitional point with market growth

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• Paid time off • Health insurance • Bonuses, sign-on or otherwise • Workplace perks • Higher wages • Relocation assistance • Employee recognition programs

As someone in an upper management position, it can be incredibly valuable to consider these factors and utilize some of these incentives within your operation. Given that is is a job seekers market, it is imperative to show your support and appreciation of your employees in order to maintain a healthy, proactive environment. If you are in a hiring position and seeking fresh candidates, these enticements are great motivators for the right applicant! If you are losing an employee to a competitor, you really need to weight the pros and cons, because finding a replacement may not be as quick, cheap or easy as you hope.

Taking Advantage Of A Job Seekers Market As a motorcycle industry professional on the hunt for gainful employment, now is the time to consider upgrading your job prospects as well! Motorcycle industry jobs are currently up for grabs in practically every area. From your local motorcycle shop to the the full factory gig — KTM, Yamaha, Polaris and other OEMs have all been on a hiring spree. Now is the time to explore industry openings in your area and take advantage of the ever-increasing opportunities. Some of the best ways to maximize your job-seeking efforts are also the simplest: Update And Personalize Your Resume Once you have some idea of the vacant industry jobs you are interested in, you want to align your resume with the roles of that job by exemplifying your qualifications.

With an updated resume that includes your unique personal summary and relevant skills and experience, you can quantify your professional success. In turn, hiring managers can see the value you would add to their team.

Networking This industry has and always be primarily a networking industry. More jobs in the industry are discovered through who you know, and more importantly who knows you — especially in senior-level positions.

Networking is helping more professionals find work than responding to jobs ads. Spread the word that you are seeking employment within the motorcycle industry.

You also want to expand your network by reaching out

to the professionals you admire, even if only for an informational interview. In the end, these connections could land you your next job.

Look Before You Leap The pandemic brought a lot of things into perspective for many of us. We have all lived out something most of us have never faced before. If you currently find yourself wanting to switch jobs and stay in the industry, you should make sure this is the right thing for you. Don’t just switch jobs for the money, but be honest with yourself and looking within. Before sending out applications, ask yourself the following questions: •

• • •

Is the grass really going to be greener? Talk to people who are familiar with that company.

What motivates me to do my best work?

What do I like and dislike?

What is my preferred location?

Finding honest answers to these questions will help you create a framework from which you can identify the right role or seeing if a new position is right for

you. Ultimately, this is one of the best ways to ensure you know exactly what you are looking for, rather than settling in a position for which you have no passion.

Thinking about these questions before an interview will also help when it comes time to answer these and other similar questions.

Kickstart Your Career Pandemic or not, the motorcycle industry is growing, and key positions are scarcer than ever before. Wrenchspinners have historically been in demand, but now IT, marketing and other positions have become equally important because of the pandemic. Whether you are seeking a gig or not, a new job could be seeking you.

Now is the time to supply those skills that are in high demand!

Whether you are looking to kickstart your career or kick it into high gear, there will never be another opportunity like right now. With a polished, targeted resume and the adoption of a few of these suggested job-seeking approaches, you might just find yourself in the position of your dreams with a company that truly values your abilities.

MIJ Industry #PROfiles

Dealernews is honored to work with Motorcycle Industry Jobs to recognize the people who make up this great industry.

“When you start reading the Industry #PROfles, you will notice that 80-90% of them get their start at a motorcycle dealership,” says MIJ founder Alex Baylon. “The dealers are on the front lines and have always been the heart and soul of the industry. Without motorcycle dealerships, most of us wouldn’t be where we are today, so part of our message is always going to be ‘support your local motorcycle shop.’”

In addition to recognizing industry pros, Dealernews is also working with MIJ to create a job ticker tape of the latest positions opening in the industry at the Dealernews.com site. Check it out at: www.dealernews.com/Industry-Jobs “Tell us your story,” adds Baylon. “We would love to feature you! Click here to fill out the questionnaire: www.motorcycleindustryjobs.com/industry-profiles/

MotorcycleIndustryJobs.com founder Alex Baylon has been hiring and firing people in the powersports industry for 25 years.

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

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Retailers in other commodity-based and recreationally based industries are claiming a 400% higher ROI on their text (SMS) promotions than emails. Its simply easier for customers to text you about sales, service, parts ordering and promotions than it is to email you or navigate through your voicemail to find a real human.

Texting is super-efficient for both parties, but you need to be careful to not accidentally send the “wrong message.”

A few carelessly selected words might be smoothed over later if the misplaced message were to your wife or daughter, but not so if it’s a prospective customer. Here are a few lessons I am learning from talking to B2B text providers, 20 Group leaders and online tutorials.

• Differentiate Yourself Using The Secret Weapon Of Texting! It’s novel in the powersports space, be the first.

Confessions Of A Customer

®

By Eric Anderson

TEXTING IS… NEXT-ING

How Do You Communicate?

D

o you think texting is only for you, your friends and family? Think again. I am hearing and seeing more and more about the successes of automotive and powersports dealers using texting as a daily retail communications tool. My local service manager now texts me when my motorcycle is ready to pick up. My pharmacy texts me when my prescription is ready.

Even the dry cleaners, auto mechanic, Jiffy Lube, FedEx, hotels, restaurants, gyms and my dentist are using texts to remind me of an appointment, delivery or simply to communicate an opportunity or sales event directly to my palm.

Even real estate agents are also using texts to build more personal (yes) relationships with clients during the sometimes-arduous process of finding and then buying a home!

Recent research shows 9 out of 10 people wish they could text with a business. Why not you and your staff?

It is awesome and I want more businesses to be doing it since it is so convenient and fast for me. Soliciting emails have an open rate of about 20%, but texts are opened 98% of the time — they are more real and have a larger sense of urgency and excitement than one of 200 emails in my inbox. They are so quick and easy, that I will need to carefully watch myself and those “text neck” tendencies.

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• Keep Details To A Minimum And Curiosity To A Maximum! Keep it super short, build curiosity.

• Surprise And Delight Your Customers Unexpectedly With A Text! Surprises are fun.

• Time It Right! Send during business hours or whenever you think they need to hear from you.

• Be Human! Use abbreviations, emojis, LOL, even typos are all okay.

• Use Your DID (Direct Dial) Phone Number, Preserve Trust, Make It Easier! K.I.S.S. for customers.

• Build Your Phone Number List! Use a widget on your website, have staff enter into your database.

• Click-To-Text Is Instagram Friendly, Too! I don’t even know what this is. Another column soon.

• Text Blasts Create Event Urgency! Act now! Sale Ends! New Models are Here! 15% off Coupon here.

• Connect In-Store & Text Experiences! Signage reads “Text “Goggles” to this # for 10% discount.

Without getting off into the “technical weeds” there are a few companies out there to help you. Danny McBride of TextRequest (www.textrequest.com/dealerships) told me he has nearly 1,400 auto dealerships now using their easy-to-use product. Ford, Harley-Davidson and Honda are already listed as customers on their website. Multiple dashboards are available within a single account and each dashboard can have its own phone number if you like (service, sales, accessories, parts, pre-owned). There are too many options to list here, but know it is the wave of the future.

You will likely want to connect with a provider who uses the “10-digit long code” which is the name number of digits in your phone number. EZ Texting on the other hand uses a 5-digit short code which brings along some complications, but check them out nevertheless at www.eztexting.com/industries/auto-dealerships.

If you know of other providers, please ping us at editor@ dealernews.com.

A complete and secure dashboard allows you or your person handling incoming communications to keep track of all arriving and outgoing texts from your mainline number. Plan on putting more manpower toward this rapidly growing technology as opposed to your floor staff since many new customers are trending in this “offsite and online shopping” direction.

Door swings are down, sure, but your text-related business should soar wildly once your customer base knows you are text-enabled. Check out the website for www.airstreamofutah.com and you will see how they engage new and current customers with the widget screen on the right. Of course, we retail customers will opt-in for texting in lieu of phoning or emailing you!

You used to feel your “retail palace” was the destination of all destination stores, right? Now, the destination will be in the palm of your customer’s hands… where they get all the rest of the world’s information delivered. Get to that palm now or be left in the proverbial dust. Your store is still valuable for occasional visits and special events to some of these techno-savvy prospects, but it will take some coaxing to get them inside… even if it’s after they buy, finance and have delivered a new unit without ever stepping foot in your lovely store.

Text me your thoughts at 949-874-2645

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GOVERNMENT RELATIONS U.S. Court Rules Against Bad Gas In welcome news, the U.S. Court of Appeals for the District of Columbia Circuit ruled that the Environmental Protection Agency exceeded its authority by lifting summertime restrictions on the sale of a 15 percent ethanol fuel blend known as E15.

The MIC, the Specialty Vehicle Institute of America, and the Recreational Off-Highway Vehicle Association oppose further expansion of E15 in the marketplace as this fuel significantly harms engines in a wide range of products and results in performance degradation, emission increases, fuel leaks, engine failures, and voids manufacturer warranties.

The court ruled that Clean Air Act provisions prohibit the sale of certain fuels with higher volatility from June 1 through September 15 to limit smog. In 2019, the EPA extended a waiver that allowed year-round sales of E15, expanding sales of the blend.

E15 is not approved for use in motorcycle, ATV, and side-by-side engines, small engines, and lawnmowers and its use in these applications is illegal.

More on Bad Gas

IN CASE YOU MISSED IT Dealer Roundtable, Part 2 MIC members can catch July’s Symposium dealer roundtable if they missed it live. Moderated by powersports industry management consultant Gart Sutton and joined by Curtis Sloan, owner of Sloan’s Motorcycle-ATV in Tennessee, and Brent Gyuricza, owner of Maverick Motorsports in Montana, speaking on behalf of smaller dealers. “We’ve got a great future,” Sutton said. “We’re smarter than we’ve ever been as an industry. Our dealers are getting smarter. They’re paying attention to their numbers and their metrics and their benchmarks.” MIC members can tune in here: https://online.mic.org/InfoMIC/login.aspx?ReturnUrl=%2fInfoMIC%2fEvent%2fSymposium2021.aspx

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LIGHTING THINGS UP!

As of August 23, the Dixie Fire had become the second biggest fire in state history, burning 725,821 acres and only 40% contained at this point. A summary of all 2021 incidents, including those managed by CAL FIRE and other partner agencies, indicates more than 1 million acres are estimated to have already burned this season. There have been more than 6,000 incidents in the 2021 Fire Season, and 400 structures have been damaged or completely destroyed. Fortunately there have been 0 fatalities as of this writing.

In addition to all the other devastation, intense wildfires can destroy important OHV management tools such as trail delineators, signs, kiosks, and campground facilities. Costly soil erosion and water quality trail structures can often be obliterated by dozers creating access routes for firefighters or blading fire lines around the blaze. Enter PWORA.

Your sponsorship and support will be directed to post-fire recovery projects that are centered on soil stabilization, certified chainsaw training for volunteers, resource protection, and other immediate and/or on-going fire related maintenance efforts. Here are just some of those site-specific project areas:

Roads/Trails: Restoring drainage - Clean the ditches and culverts - Pull floatable debris from uphill of the culverts - Erosion control measures - Trail stabilization - Hazard tree mitigation - Install route markers - Install public warning signs gates and barricadesCultural resource protection

Volunteers: Facilitate chainsaw training – Organize crews – Prework event planning and staging materials

For information on program sponsorship or other support opportunities, please contact Don Amador at: damador@quietwarriorracing.com

Post Wildfire Recovery Strike Team Reminder

By Donald Amador

I

t is that time of year: FIRE SEASON! It is shaping up to be one of the worst on record, so it is time for a reminder that Quiet Warrior Racing has developed its “POST WILDFIRE RECOVERY STRIKE TEAM” (PWORA) module in response to current and future impacts from catastrophic wildfires to sustainable OHV recreation programs on public lands. The program helps facilitate numerous volunteer post-fire recovery projects at OHV recreation sites in collaboration with our OHV stakeholders such as OHV clubs, volunteers, OHV Industry and other grant programs, land agencies and conservation groups in the delivery and implementation of post-fire mitigation efforts.

“While wildfires are a natural part of the landscape, the fire season in California and across the West is starting earlier and ending later each year,” notes Cal Fire. “Climate change is considered a key driver of this trend. Warmer spring and summer temperatures, reduced snowpack, and earlier spring snowmelt create longer and more intense dry seasons that increase moisture stress on vegetation and make forests more susceptible to severe wildfire.

The length of the fire season is estimated to have increased by 75 days across the Sierras and seems to correspond with an increase in the extent of forest fires across the state.”

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Don Amador has been in the trail advocacy and recreation management profession for almost 29 years.

Don is President of Quiet Warrior Racing/Consulting.

Don served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 1994-2000. He has won numerous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don currently serves as the government affairs lead for AMA District 36 in Northern California. He may be reached via email at: damador@quietwarriorracing.com

Please tread lightly and travel only on routes and in areas designated open for motor vehicle use.

Remember, Respected Access is Open Access.

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

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Photo courtesy Wiseco

OLD SCHOOL!

Wiseco Going Back To Its Roots To Pay It Forward

In celebration of its 80th Anniversary, Wiseco has partnered with Road 2 Recovery to pay it forward with a two-stroke YZ250 project bike. “80 years is an incredible accomplishment for Wiseco and we couldn’t be more excited to celebrate that with all our fellow riders, racers and enthusiasts,” explains Scott Highland, Director of Powersports for Wiseco. “Wiseco wouldn’t be where it is today without the contributions and support of countless dedicated employees and customers.

We’re proud to have the opportunity to give back to our off-road community through Road 2 Recovery and we can’t thank them enough for their partnership!”

Road 2 Recovery is dedicated to supporting injured professional athletes in our industry, adds Lori Armistead, Director of Marketing and PR for Road 2 Recovery. “This new partnership with Wiseco for their 80th Anniversary gives us the ability to further our mission by raising much-needed funds and helping us educate a new audience on our foundation. We are honored to be a part of this sweepstakes and Wiseco’s 80th anniversary celebration.”

The Wiseco 80th anniversary two-stroke giveaway opened August 11th, 2021 and will close December 10th, 2021. For more details, click: WinWiseco80.com

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BEST MANUAL CLUTCH…EVER!

Rekluse claims their CoreManual TorqDrive is the best manual clutch available, period. TorqDrive provides more disks in less space, allowing us to add up to 4 additional frictions disks over stock. More friction = more torque capacity thus unlocking the full power of your engine without the need to add stiffer pressure plate springs. Proven in racing at the highest levels, it’s not just good, it’s rEvolutionary! https://rekluse.com/product/core-manual-torq-drive-clutch/

GOING ProX

At the heart of the matter is the ProX piston. ProX Piston Kits for sleeved cylinders are available in standard size and a wide range of oversizes.

The availability of oversizes up to 2mm significantly helps to increase the lifespan of a cylinder by offering more re-boring possibilities. Take advantage of the additional oversizes to extend the lifespan of plated cylinders. All ProX Piston Kits are supplied complete with Piston Rings, Wrist Pin and Circlips, ready to install. https://www.pro-x.com/product-line-category/pistons/

WHAT GOES AROUND COMES AROUND

Dubya USA stepped up to support the Road 2 Recovery project by lacing up the best wheels in the business. They are committed to building great wheel sets using only the best components from Talon, Haan, Excel, D.I.D., Kite and more. Never satisfied by the status quo, the company has expanded their offerings to include adventure motorcycle wheel sets and components and building services for Vintage wheels.

This is why Dubya USA truly is “All things wheel.” https://www.dubyausa.com/

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PASS MORE GAS!

Smoother power delivery with less hassle, this bike build gets a 38 H-Series Lectron carb and a throttle cable. There are a couple good reasons why: *Lectrons provide superior throttle response and power delivery by utilizing our patented metering rod. *Our simple design does not incorporate multiple jets to replace. *Our taper bore squeezes the air to increase speed and create fuel lift behind our flat metering rod. https://www.lectronfuelsystems.com/sbm/yamaha/two-stroke/ yz250-250x.html

SMOKING PIPE

Since this bike is intended to be an all-rounder, Pro Circuit’s Platinum 2 Pipe was picked. Made for people who ride or race off-road, it is constructed from heavy-duty 18-gauge metal offering increased protection from rock or crash damage. Like the Platinum and Works Pipe, the Platinum 2 offers incredible performance with substantial power gains in the low and mid-range part of the powerband. https://www.procircuit.com/platinum-2-pipe.html

PEGGED!

Fastway Evolution 4 footpegs are precision engineered for the best ride, every ride! Featuring patented height, traction, and camber (tilt) adjustability, for the most individualized footpegs you’ll find. Our patented replaceable traction cleat system allows you to customize the shape and traction level of your foot bed. Being cast in a stainless steel body makes these pegs nearly indestructible! The EVO 4’s measure 2.25” front to back by 3.50” wide. https://fastway.zone/product/22-5-003-0031s/

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Park, FL. The Kurt Caselli Scholarship enables current or former off-road racers to further their education and reach career goals for themselves and their families.”

The application form will soon be open again for new applicants looking for support in the Spring 2022 semester.

FOUNDATION FUNDRAISER FOR RACER SAFETY

T

he 7th Annual Kurt Caselli Foundation/MotoDoffo winery event in KTM’s backyard, Temecula, California, was one for the record books. A shift to a 4:00 p.m. start time resulted in an even bigger crowd gathering in celebration of Kurt Caselli and the Foundation’s accomplishments. Even better, big money was raised to protect future generations of racers.

“The numbers are finally in,” says the Caselli Foundation.

“Together, we were able to raise over $50,000 for The Kurt Caselli Foundation’s mission of Protecting and Supporting the Lives of Off-Road Riders. The funds raised will be used for safety initiatives and educational scholarships.” During the event, the Foundation announced that the Northern Nevada organization, MotoMedX, is receiving a Can-Am Defender safety vehicle to aid in their rescue efforts at MRANN and other local riding and racing events.

The Foundation was able to award $2,500 scholarships to six recipients this year. The Fall 2021 Kurt Caselli Scholarship awards went to Sarah (Whitmore) Smage of Elkhorn, WI, Brittany Brooks of Alpine, CA, Ashlee Gage of Shoshone, ID, Grant Kawell of Crestline, CA, Justin Ferrari of Atascadero, CA, and Bobby Munro of Winter

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Even though Doffo graciously plays host each year, this event is far more than just a wine tasting! Geoff Aaron Trials Demo, food, raffles, silent and live auctions were part of the festivities for KC66. Kurt’s Rally Bike and the MotoDoffo collection appealed to the moto-heads, while the State of Ethos Art Show/Gallery played well with the less mechanically inclined.

Speaking of playing well, ex-MAG boss Brian Etter and the Working Man Band kicked things off with a rocking set at 4 o’clock while 805 Beer and Doffo poured drinks and Fuego Y Sal and Tito’s Tacos served up some serious food. Guests were able to bid on artists’ renditions of Kurt and other images of off-road scenery in the State of Ethos silent auction art show. Meanwhile, Red Bull Trials 10-time Champion Geoff Aaron had the crowd cheering during his two trials performances.

Since its inception in 2013, with support from sponsors and donors, The Kurt Caselli Foundation has raised more than $1.5 million, spent $800,000 to fund various off-road motorcycle safety initiatives, and awarded $75,000 in scholarships to racers who are enrolled at an accredited college or trade school.

A big thanks goes out to event sponsors Doffo Winery & family, KTM USA, FMF Racing, GasGas USA, Rocky Mountain ATV/MC, K&N Filters, Torco USA, Red Bull, 805 Beer and State of Ethos and event attendees for making this possible. For more information check out the Foundations website at: https://www.kurtcaselli.com/

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VALE DEREK RICKMAN

By Mitch Boehm, AMA Hall Of Fame Museum

M

otorcycle icon Derek Rickman passed away on July 3, after a short battle with cancer. He was 88. Derek, born in 1933, along with his younger brother Don, commanded British motocross superiority in the 1960s, produced thousands of their own highquality and lightweight motorcycle frames, and helped manufacturers with various design improvements for decades.

The Rickmans attained success in motocross as competitors. They both represented Britain in the 1960s in Motocross des Nations. In 1963 and ’64, they had the honor of being on the team together. “We realized if we were going to get anywhere in the international sport we were going to have to have lighter machines,” Derek said.

“We built our own frames and they turned out to be very successful.”

The two brothers found success as motocross racers in 1960s England, and were soon designing and building their own highly distinctive motorcycle frames. Rickmanframed sportbikes, especially popular in America, were influential to the development of the sport from the late 1960s throughout the ’70s. The two brothers were heavily influenced by their father’s involvement in the sport, who unfortunately died at an early age, leaving the family’s garage to the two sons.

In the 1950s, the Rickmans dabbled in modifying standard BSA motorcycles. They dubbed these machines Metisse — a Gallic expression for a mongrel. The modifications became more and more extensive until, in 1960, they produced their first frame and christened the complete motorcycle the Mark 3, which utilized either a Triumph or Matchless engine.

“We started entering motorcycle competition in the late 1940s,” Derek Rickman told American Motorcyclist in a Hall of Fame interview. “At first we got into trials, and later into scrambles and motocross.”

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Rickman motocross bikes became highly prized, and the bulk of them were shipped to America to supply the burgeoning sport of motocross in the 1960s and ’70s.

Rickman machines were 30 to 40 pounds lighter than the standard versions and were also beautiful to behold, with striking, nickel-plated framed made of largediameter Reynolds 531 tubing. They also were compact, and eliminated the need for an oil case by the ingenious method of carrying the engine oil inside the frame itself.

BSA in America came to the Rickmans and commissioned them to build 125 and 250cc motocross bikes. They found 250 Montesa and 125 Zundapp engines they could buy and produced prototypes…and BSA America decided to import them. At one point, Rickman was producing nearly 4,000 bikes a year that went mainly to America.

When the British motorcycle industry went bust, the Rickmans found themselves standing as the biggest motorcycle producer in England. “That was quite amazing,” Derek said. “Especially for two brothers who just started tinkering around in our workshop in the 1950s.”

With their motocross and off-road machine success, the two brothers also built roadracers following the urging of a major sponsor. The roadracing part of the business really took off in the late 1960s and early 1970s when the Japanese companies began producing big, multi-cylinder motorcycles such as the Honda CB750 and Kawasaki Z1.

“The Japanese produced very good engines, but they put much less attention into their chassis,” Derek explained.

“We developed our own frames to accept those new four-cylinder engines. Our kits handled very well as compared to the production models. We also produced kits for Triumph engines, as well.” The Rickman Honda and Kawasaki, with nickel-plated frames, powerful disc

AIMExpo.................................................................... 34 American Landmaster............................................. 57 Bobcat......................................................................... 9 Best In The Desert.................................................. 81 CDK Global/Lightspeed.......................................... 37 Cycle News.......................................................... CVR4 DX1............................................................................ 41 Find It Now GPS Security....................................... 11 Fuel Capital Group, Inc........................................... 51 LGP Powersports.................................................... 15 MBA Insurance......................................................... 49 Motorcycle Industry Council (MIC)........................ 69

brakes and gorgeous Rickman-made fiberglass fairings, were some of the most beautiful and highly-desirable motorcycles of the 1970s. American motorcycle magazines raved about the handling and designs of Rickman machines.

The Rickman roadracers, like the motocross bikes, found great success in competition. A Rickman Triumph ridden

by Alan Barnett finished second at the Isle of Man in 1969. Rickman developed a loyal following and the company earned the Queen’s Award for Industry. At its peak, Rickman employed 130 workers at its shop in New Milton.

Eventually, the market changed for the Rickmans. First, the Japanese vastly improved their motocross machines by adapting many of the concepts the Rickmans pioneered. And beginning in the early 1980s, Japan Inc. also greatly improved sportbike chassis designs.

The Rickmans then diversified, the company producing garden furniture, hospital beds and, later, kit cars using Ford engines. The Rickman brothers sold their company in the mid 1980s.

Derek and Don Rickman were together inducted into the AMA Motorcycle Hall of Fame in 2007.

Look for more coverage of Rickman’s legacy and career in future issues of American Motorcyclist.

Motorcycle Industry Jobs (MIJ).............................. 17 Marine Retailers Association of the Americas.... 29 National Powersport Auctions (NPA)................... 45 Piloteer Agency....................................................... 63 Royal Enfield.............................................................. 7 Sullivans................................................................... 54 Tread Lightly............................................................ 71 Triumph Motorcycles America............................... 39 Tucker Powersports................................................ 19 Unfiltered Marketing..................................................59 Western Power Sports.......................................... 2-3 Wiseco...................................................................... 33

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

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Times Have Changed It should be pretty obvious to business owners that times and customer habits have changed drastically. Customers have a very powerful computer in their hands these days that can give them all the data points they need to make an educated purchasing decision. If the product is not complex, they rarely need to speak to anyone. This means there is a much lower percentage chance that you will have the opportunity to convert them into a sale. Knowing all this, have you adjusted your business to accommodate these changes in customer habits?

Even brick and mortar dealers need to be savvy on how to sell via ecommerce. Even if your walk-in sales are currently going really well, you must have learned the importance of selling via the internet during the pandemic? If I walk into your dealership and you don’t have the item I need, telling me you can order it is almost laughable. Yeah… So can I, and I will probably get it before you do.

HAVE YOU LEARNED ANYTHING? Stop Making Assumptions!

By Lowell Anderson, Founder & CEO simplysoundconsulting.com

O

ne of the issues that has absolutely driven me insane over the years is the ability of large companies to only see five feet in front of themselves. Many management teams get so caught-up in the day-to-day, that they completely lose sight of what really needs to happen. They are running around with their hair on fire paying attention to silly things that literally will have no contribution to the bottom line. Management starts making assumptions that carry over into decisions that lead them down a path of failure. I have seen this in both large and medium sized organizations and it always surprises me. It doesn’t matter if you are selling a service or a product. You cannot make assumptions that the customer base knows who you are or what you do. If you think that is the case, you are mistaken. You need to take a step back and see what the customer sees.

I remember starting a job as a marketing manager for a company that had been around for many years. I went to an event to see how we were communicating our brand to the consumer base and what I saw simply blew my mind. There in the midst of a plethora of potential customers was our booth. Our marketing effort consisted of a pop-up tent with fold out tables and stacks of catalogs. I stood there watching potential customers come and go. Some would pick up a catalog, and simply walk away.

Some would ask questions about what we sold. Others would just look and leave. There was no data acquisition. We had very few interactions with customers that were not already familiar with our brand, because we were not trying to engage with them.

Putting a catalog on a table is not a good way to communicate your company values, benefits, and service goals. As a company, we were making a lot of assumptions. This was a result of getting comfortable and not seeing our business through the eyes of our customer.

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Amazon And Ease Of Business It’s pretty obvious these days that you have to be on-the-ball to beat Amazon at a game they have perfected. Ease of business used to be a big topic for many ecommerce businesses. “How do we do this?” Amazon has pretty much defined the term these days. How many of us have the Amazon app on our phone?

Within 3 clicks you can have an item on the way to your house.

This makes impulse purchases almost criminal because it’s so easy. Nothing is sacred.

If you don’t make it that easy for your returning customers… you aren’t doing it right. Amazon showed us how it’s done..learn from it. You already have a great website? Awesome…when is your app going to be complete?

Don’t Skimp On Content!

This one drives me crazy. Skimping on content or on content resources. Creating a product is only part of the recipe for success. You can make the best product in the world, but if you don’t know how to communicate the benefits of that product, you are destined to fail. You need content for each product and each variation of that product. Relying on manufacturers to provide your content, is simply not realistic. If they do provide content, it’s probably not going to be unique content. Skimping on content only hurts your sales.

Amazon requests 6 separate pictures for each product and a video. Descriptive SEO (Search Engine Optimized) copy and bullet points that describe each item you are selling in great detail. This is what you are competing against. If you don’t have a private label brand that is desired by your consumer base, content and service are the only things that will separate you from Amazon. If you don’t know how to write decent descriptions, and you don’t have unique images of your items, you are not planning for the future. You are living in the moment. Get those resources now and start planning for the future.

Stop putting it off! The content team should be as involved as your merchandising team. They add a lot of value for your business. Invest in that team. Content is king when selling products online. Don’t miss out!

Industry veteran Lowell Anderson established Simply Sound Consulting to be just that. Our approach is simple. Real solutions that deliver real results. No smoke and mirrors and no acronyms to make ourselves sound intelligent. We bring experience and practical solutions delivered through clear communication to help you succeed. http://simplysoundconsulting.com/

A Special Event Promoted by Scot Harden and Johnny Campbell Scot Harden

A private party/reception with presentations, interviews and an autograph session celebrating the Baja/Desert motorcycle fraternity with champions from across all generations followed by a private screening of On Any Sunday commemorating its 50th Anniversary. Plenty of bench racing, camaraderie and good times.

“We want to bring the Baja/Desert motorcycle racing community together in a way never done before. We want to honor the heritage and legacy of the sport and pay tribute to those who have dedicated their lives to it. Here’s your chance to visit with past SCORE/BITD/D-37/D-38/MRAN and ADRA champions, friends and associates from the 60’s, 70’s, 80s, 90s, 00s and today along with some of the bikes that made history.” Johnny and Scot.

Johnny Campbell

All activities to be based out of the spectacular Doffo Winery in Temecula, CA Reception / Party / Autograph Signing and Movie: $49 per ticket (Includes taco plate, drink coupon, movie and $10.00 donation to the Kurt Caselli Foundation)

Optional Dual Sport Ride - Includes Reception, Party and Movie: $85 per rider (limited to 75 riders). (Includes GPs route, taco plate, drink coupon, $10.00 donation to The Kurt Caselli Foundation)

When: Saturday October 16th, 2021 Dual Sport Ride: Starts 8:30am - Finishes 3:00pm Reception / Party / Autograph Signing / Movie: 4:00pm - 9:00pm Where: Doffo Winery, Temecula, CA How: Register Online at www.harden-offroad.com Contact: 951-491-1819 or scot.harden@harden-offroad.com

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