Dealernews Issue#12 October 2019 by Dealernews

DN 2.0 #12

DEALER PROFILE AMS Dallas Named Ducati Dealer Of The Year

OEM UPDATE

Honda Hosts Africa Twin Adventure

INSIDE LINE

Dunlop Rolls Out Trailmax Mission

rock-a-billy Designed for performance UTV’s and ATV’s.

rip saw rt An aggressive radial for extreme terrain.

mud rebel rt The top pick for upgrading stock tires.

coyote Unmatched ride quality and performance.

taking tread to the next level

At Sedona Tire & Wheel, we push the boundaries to ﬁnd the ultimate ride for your machine.

sedonatires.com

bucksnort Functional deer hoof tread design.

CONTENTS

06 WORLD’S LUCKIEST MAN 08 EDITORS NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 22 DEALER PROFILE+

26 INDUSTRY RESEARCH+ 28 INDUSTRY RESEARCH+ 30 INDUSTRY RESEARCH+

Bob Althoff On An Inconvenient Truth Robin Hartfiel On Being At The Spot The Industry On Dealernews News Dealers Can Use Who’s On First?

AMS Ducati Made Top Dog In The Americas

Dr. Paul Leinberger On One More Thing

Lenny Sims NADAguides On Q3 Don Musick On eVolution Of eBike Biz

34 37 eDEALER NEWS DIVERSITY+

Alisa Clickenger On Accepting Scooters

Watts New?

38 eNEWS 42 WELL MADE IN AMERICA 46 OEM UPDATE+ 52 OPINION+ 54 PERSONNEL FILES 56 ADVOCACY+ Currents

ROXOR Factory Tour

Honda Hosts Africa Twin Adventure

William Douglas Little On The Fabric Of Society Alex Baylon On Get A Job!

Scot Harden On Dunlop Developments

OUR TEAM Bob Althoff W.L.M.

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 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

60 62 64 66 68 72

CONFESSIONS OF A CUSTOMER Eric Anderson On Adventures In Retail

MIC RIDEREPORT

What Does The MIC Do For You?

ADVOCACY+

Don Amador On NOVHCC

WÜNSCHISMS

Uncle Paul On War Stories

GEAR+

Tire Round-Up

76 PRESS PASS+ 78 PRESS PASS+ 80 PARTING SHOT 81 AD INDEX 82 VALE+

Bruce Brown’s Day In The Sun Inside Honda’s Heritage Center LiveWire Galvanizes Industry

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 Superbike Sandy Stroope Boat World Honda Polaris

This issue Brought To You By… Ave Atque Vale Ron Wood

ADVERTISING John Murphy Publishing Consultant johnmurphy@dealernews.com

PRESS PASS+

REVER Teams With Ride For Kids

Tigra Tsujikawa Sponsorship Manager (949) 861-0863 tigratsujikawa26@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com

W.L.M.

By Bob Althoff

AN INCONVENIENT TRUTH?

e only learn the hard way that the easiest time to fix a business is when it isn’t broken. It’s hard to fix when broken because “resources got scarce” in lean times. And over the past decade, we have heard the refrain “resources are scarce” far too many times. Innovation is delayed; staff gets cut; marketing curtailed, events cancelled, training tabled, etc. — all suffer equally! But here is the truth: our industry doesn’t lack resources. What it lacks is imagination. There are too many silos; too many reliances on “this is how we do it.” Too little bold leadership willing to tear down the silos and rebuild the institutions that serve us. MIC Leadership shared with those of us gathered at the AIMExpo their results of a year-long engagement with the consulting firm CENTAURIC — a solid re-statement of the issues/problems we face. The exhaustive “state of the industry” was done by “outsiders.” Outsiders necessary, we were told, in order to get “fresh perspectives” about our predicament. That’s logical. I have an enormous amount of personal respect for the leaders of the MIC and of our leading OEM’s. Having

worked beside many of them for years, I know the good and important work they do to keep our industry healthy. Many of them I consider good friends. All of them deserve our respect and appreciation of the difficult jobs they do. Having said that, there is something more to be said… What we need now is solutions. We need investment. We need a comprehensive industry wide cohesive marketing plan. We need to know what the RV industry has done with “Go RVing” — They have told their story well. However, we have far better stories to tell! Our “content” is far more compelling, far more emotional, far “cooler” than a motorhome. This campaign hasn’t started because “resources are scarce” — Or are they? Our leadership needs resolve to finally deal with what ails us. Somewhere along the way we simply forgot how to tell our story. We focused on selling “products” — Not fun, not community, not friendships, not adventure; not identity, not leaving a few bucks for a sick kid or a fallen hero. If the “solution” required an annual investment of $25 million, would we find it? In a 40 billion dollar industry, we sure as hell should find it! But, accepting the excuse that “resources are scarce” while stock buybacks and dividends are being done by the many billions makes no sense. It is time. It is beyond time. It is now time to bring leadership of this industry into a room, as my predecessor here at Dealernews Don Brown did in Palm Springs almost 40 years ago. He held them there with nothing more than pizza and did not allow them to leave until they exercised their talent and wisdom and hammered out the Discover Today’s Motorcycling program and the means to fund it. We need to hunker down and darn well find the $25 million needed to get “more riders riding more” as was hinted at during the AIMExpo precursor. The full program is to be presented at the MIC Communications Symposium. They will issue our marching orders then... And when they do, we need to follow their lead — suppliers, dealers — all of us will do our part. It is time for us to act!

IF SO, THEN GET WITH THE TIMES. A lot of Powersports DMS providers claim they’re keeping you strong, but older features and integrations can make them feel a little weaker. It’s hard to find new leads when the technology doesn’t recognize that flexibility and agility are what keep businesses moving forward. If you’re looking for a DMS that’s ready to pump you up, then schedule a CDK Lightspeed®EVO demo. We’ll provide a workout you won’t forget.

READY TO LEAVE THE PAST BEHIND?

Call 800.521.0309 or visit cdkglobal.com /anewera-powersports

© 2019 CDK Global, LLC / CDK Global and Lightspeed are registered trademarks of CDK Global, LLC. 19-5254 © 2019 CDK Global, LLC / CDK Global and Lightspeed are registered trademarks of CDK Global, LLC. 19-5254

Editor’s Note By Robin Hartfiel

BEING AT THE SPOT… Living The Dream

onda believes the power of dreams drives us toward the future. It says so right on the wall of the Heritage Center in Marysville, Ohio. Just prior to the AIMExpo, journalists were treated to the 2020 Africa Twins and a tour of some of the Honda America Mfg. facilities. The experience was eyeopening, thought provoking… and just damned impressive! There is no question the industry is at a pivotal point in history. I agree with MIC board chairman Paul Vitrano when he told the best and brightest industry people in Columbus during the AIMExpo General Session that it is not an “us” problem (meaning MIC) but a “we” problem (meaning the entire industry) as to how we right the ship — but I also think it is a “you” problem. It is easy to point out the dwindling numbers of riders, the higher prices, smaller margins, tariff threats, etc. but what can “you” do? Soichiro Honda’s answer? Dream… dream big! “We have consistently chosen a most difficult path filled with hardships. We must possess the will to challenge difficulties and the wisdom to create new values without being bound by established standards. We do not wish to imitate others.” Although it almost sounds like part of a 12-step recovery program, maybe that is exactly what the powersports industry needs? Replace some of the doom and gloom with some dreams of recovery? How about applying Niebuhr’s Serenity Prayer to our business realities: “Grant me the serenity to accept the things I cannot change, the courage to change the things I can, and the wisdom to know the difference.”

Rather than imitating others or buying into the downward industry spiral, Mr. Honda dared to dream about different ways to win… on the race track, in business and bucking the system in general. Including becoming the first Japanese OEM to begin large scale manufacturing operations in the U.S. When faced with conventional “supply and demand” arguments for not moving manufacturing to America, Honda’s answer was to change the paradigm. “We do not make something because the demand, the market, is there. With our technology we can create demand, we can create the market. Supply creates its own demand.” Mr. Honda certainly put his money where his mouth was and now the company is celebrating joint anniversaries of 60 years in America and 40 years of manufacturing in Marysville. From Honda’s initial $35 million investment in the Marysville Motorcycle Plant, the Ohio operation has grown to more than $11+ billion invested in Ohio, and a total investment of over $21 billion in Honda’s U.S. operations. Honda now employs more than 25,000 associates at its 12 plants in America. Honda also has steadily increased its local purchasing of parts and materials with more than 600 equipment suppliers in America and cumulative parts purchases of more than $440 billion. In addition to the commitment to local manufacturing, Honda has invested over $1.1 billion in Honda’s U.S. R&D operations, including major centers in Ohio, California, North Carolina and Florida. This year, Honda also marked the 60th anniversary of its business in the U.S., with sales operations established in Los Angeles, California, in June 1959. Beyond having the courage to change things, Mr. Honda also offered a blueprint for our industry to create new values without being bound by established standards. This message is also up on the walls of the factories and Heritage Hall: “Go to the spot!” The message is now accompanied by a photograph of Mr. Honda positioned at the spot right in the apex of a turn as a Honda Works bike flashes past inches away from the man at the Isle of Man. Honda’s racing history started with the childhood dream of just one person. Mr. Honda’s impossible dream was nothing less than to win a motorsport World Championship with a machine built by himself. Whether it was achieving his goal of racing the TT and Grand Prix events, or making and marketing products in America, Honda’s strategy was to be all-in and be at the spot where the goal was. For winning the Manufacturer’s Team Award at the TT in 1959 Honda was engaged and totally immersed in being at the spot to implement change. For the U.S. market, that meant manufacturing in Marysville. In other words, it is high time this industry “Goes To The Spot” and starts changing the paradigm… at least that is my crazy dream after seeing what the Power Of Dreams has wrought for Honda in America. We all have the right to our crazy dreams ~ Soichiro Honda

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 was an editor of publications ranging from All About Beer to VW Trends.

THOUSANDS OF REASONS TO BE THANKFUL Thank You to All of Our Dealers, Clients and Partners

NPAUCTIONS.COM | 888.292.5339

VALE DICK KRYDER Just read through the new copy of Dealernews. Looks great. I also wanted to thank you for putting in Dick’s obit. Keep up the good work, hope you are doing well. Ken Boyko, VP Cobra Engineering Yorba Linda, CA LOCATION, LOCATION, LOCATION Love the placement of our ad next to Dr. Paul Leinberger’s Research article in the September issue. Well written! To put it in context, I have a background in organizational development so Generational Workforce issues have been top of mind since the ‘90s. United States Warranty Corporation is privately held; our CEO and employees are driven to uphold our values of Service, Integrity and Trust in everything we do, for our internal and external customers. We have been operating under the Roundtables commitment statements for some time. This is not controversial. It’s how we have survived 43+ years in the industry. I appreciated Dr. Leinberger’s style, approach and insights. I agree, get on board… the cohorts are here! Patty Emser, VP Marketing & Communications United States Warranty Corporation Mayfield Heights, OH www.uswceagle.com

PROFILING The dealer profile is outstanding! It was a pleasure meeting you at AIMExpo. I appreciate you taking the time to interview me and helping get the word out on Skidmark’s community and Motogo outreach efforts. Brian Schaffran Skidmark Garage/Motogo Cleveland, OH

WE HAVE BEEN HERE BEFORE… Your Editor’s Note rightly notes that we have indeed been here before… But by nature, moto people pick their own lines, even when riding together on the same trail so that might explain the always numerous, yet similar campaign messages. Me thinks this new MIC stuff ain’t no differ’nt. Thanks for the shoutout on RIDE MORE. Corey Eastman and I thought it was a good fit for then re-emerging Husky. Very well received by the Germans and dealers and even most of Varese… except for a few design studio guys who’d rallied behind some crazy Monty Python-ish campaign twists. However, KTM began calling shots and things changed. Funny, RIDE MORE is just what those Husky hipster 401 and 701 retail customers need. In recent months Simon Cudby and Chris Glaspell have also recycled RIDE MORE for UPSHIFT. Scott Cox Happily Retired Encintas, CA

#TESTIMONIALTUESDAY What an honor to meet Tim Chambers, “The Saluting Marine” — Each year at Rolling Thunder Tim stands at attention for hours saluting the motorcade of riding veterans that descend on Washington DC. It was just announced that in 2020 the Rolling Thunder Demonstration Ride will visit Columbus, Ohio, and our National Veterans Memorial thanks to Dealernews’ boss Bob Althoff. Tim is the real deal and a great example of a patriotic American. Scot Harden, President Harden Off-Road Menifee, CA

A paradigm shift in the way the industry thinks about the annual event starts with a deep understanding of the needs of dealers and of the industry as a whole in their effort to increase ridership and provide the ultimate customer journey to riding. Leadership efforts from MIC, Dealernews and key OEMs will help AIME and the motorcycle industry thrive in the next decade…

AIMEXPO ON TARGET Compare AIMExpo 2019 to Indy Motorcycle Dealer Expo in 2009 and we see a microcosm of the evolving powersports landscape and consumer behavior trends. My participation in AIME this past week gives me renewed optimism for opportunities over the coming decade for current and future powersports enthusiasts as well as the dealers, distributors and OEMs that adapt and focus on executing a customercentered strategy.

And most importantly the Dealernews Top 100 Dealers Competition will return, recognizing dealers for customer-centric business ideas implemented successfully at their dealerships. #TogetherWeRise Jared Burt Managing Principal Hero Hub Inc. New York, NY

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

TECHNOLOGY DIVISION

POWERSPORTS Dealer Software

CRM / ILM / INVENTORY MANAGEMENT DESKING / F&I MENU

OCTober 2019

HOT NEWS!

Yamaha OAI Grant Goes To Wildfire Recovery

The Post Wildfire OHV Recovery Alliance (PWORA) is pleased to announce it has received a Yamaha Outdoor Access Initiative (OAI) grant of $15,000 to purchase and outfit a post natural disaster Rapid Response Trailer. The grant was awarded as part of Yamaha’s OAI to promote responsible riding and sustainable management practices at OHV recreation areas. “It is truly an honor to have been selected by the Yamaha OAI to receive fiscal support for the purchase of our rapid response trailer, says PWORA President/CEO Don Amador. “This grant will allow PWORA to deliver important post fire recovery assets to public land recreation areas that have been damaged by intense wildfires or other natural disasters so that access can be restored in a timely manner.” The grant will be used to purchase an enclosed cargo trailer approximately 8 feet by 20 feet and to help outfit the trailer with supplies, tools, and equipment for volunteer work efforts. “This project on the Mendocino National Forest is an excellent example of how local land managers and stewardship groups can deploy Yamaha OAI funds to help solve critical access challenges to public land,” adds Steve Nessl, Yamaha’s motorsports marketing manager. “Our support of the Post Wildfire OHV Recovery Alliance ensures resources are available to assess trail damage and put a plan in place to restore them for public recreation.” The primary objectives of this project are to provide a rapid response volunteer labor pool to respond to OHV areas devastated by wildfires, assist US Forest Service and Bureau of Land Management with skilled volunteer labor to help quickly restore and reopen OHV areas devastated by wildfires, and support OHV recreation along with all forms of Outdoor recreation on public lands through volunteer labor efforts. For more information about Yamaha’s Outdoor Access Initiative, go to: https://www.yamahaoai.com PWORA details here: www.pwora.org

DIVIDE & CONQUER

Veracka Family Splits Harley Dealerships

One of the world’s largest Harley-Davidson dealer group has split into two companies representing another chapter of the Veracka Family’s 40-year motorcycle industry legacy. Paul Veracka and Michael Veracka, owners of the Veracka Family Harley-Davidson Dealer Group have officially separated themselves as of October 1, 2019. They will no longer own or operate any of their Harley-Davidson dealerships together. “It’s exciting as we go our separate ways with our own companies. We’ve been in the Harley-Davidson business together for 11 years now, growing our footprint to cover the entire United States,” said Michael Veracka. “I’m looking forward to my stores competing with Paul’s stores.” “This move simply gives us the chance to establish our own visions for our own companies,” adds Paul Veracka. “Owning our individual stores has been something we’ve discussed for a few years now and in anticipation of this split, we have been restructuring operationally. This will allow a seamless transition for the current staff at the dealerships.” As the brothers go their separate ways, they will be creating new roles within their respective companies, including opportunities to promote current staff and attract additional experienced talent from outside the industry. “The systems and procedures we’ve created and implemented at the stores allow the average skilled performers to do a great job, and the highly skilled performers to excel. It’s no secret that our stores have historically been some of the highest volume stores across the country while achieving industry leading customer service and employee experience ratings,” said Michael Veracka. The Veracka brothers have accumulated numerous sales awards and dozens of Bar & Shield awards from HarleyDavidson. The company split comes at a time where both brothers are eager to expand into new markets and acquire more stores on their own. Michael and Paul both anticipate acquiring multiple stores each in the coming years. “Our business model of explosive growth will only intensify as we branch out on our own,” says Paul Veracka. “We bought 5 stores over the last couple years as one company, now it’s going to be a race to see which one of us can grow more quickly on our own.”

In addition to the brothers split, their father, David Veracka, will continue to be involved in the motorcycle industry taking over The Motorcycle Company and becoming a consulting company. TMC will provide services to Harley-Davidson dealers as well as all other brand motorcycle dealers in the form of sales training, marketing, and accounting. David will be actively pursuing new clients outside of Veracka-owned dealerships.

AUCTION ACTION IN ATL!

NPA Has Dealers Seeing Double In The South

POWERSPORTS HIGH GEAR

SUPPORT

SHIFTS

INTO

In order to better connect the digital dots and assist dealers in doing more business, Powersports Support has revamped its site and launched a series of informational videos. “We wanted the user experience to be as streamlined as the timesaving software solution we offer,” says Business Development manager Jason Nichols. “We’re very fortunate to have such a talented team here at PSS, so we wanted the website to closely emulate that same level of expertise and professionalism.” Powersports Support combines integrated Software as a Service (SaaS) and industry leading experience and strategies to grow your online sales while streamlining the entire process. “We’re here for your success,” adds Nichols. PSS covers dealers in all aspects of their business. From selling more units, to selling more parts & accessories, PSS provides complete catalog data from all the aftermarket distributors and OEMs. But one of the challenges of the business has been properly educating the customer on all of the solutions they offer. So, Nichols believed the answer to this challenge was creating a series of informational videos that show the client how to navigate through all of their product offerings, whether it be information on PSS Websites, Third-Party Integrations, Catalog Cleaning or the many marketplaces they offer to dealers to help grow their business. “These new tools help the customer optimize their eCommerce presence like no one else can,” concludes Nichols. call (800) 633-4374 or click on the new site to see it for yourself: https://powersportsupport.com/

National Powersport Auctions is doubling up in Atlanta in order to better service dealers in the South. Already one of the largest auctions in the NPA family, Atlanta has additional room to grow. “I know we’re headed into winter, but things have definitely been heating up in Atlanta,” says NPA COO Jim Woodruff. “Along with an increase in inventory, we are also seeing increased demand from both our buyers and sellers wanting to turn their inventory quicker.” NPA Dallas was the first location to add a second monthly live auction date and now it is Atlanta’s turn. “The inaugural second Atlanta auction launched on Wednesday, October 30th, with two lanes running. It offers the same inventory mix and dealer resources — like online bidding and transportation assistance — as our existing Atlanta auction,” adds Woodruff. In the future, the second Atlanta auction will normally be the second Wednesday after the existing Atlanta auction the 3rd Friday every month. This will give buyers and sellers the opportunity to acquire or liquidate inventory twice as often on alternating weeks throughout the year. “When it comes to pre-owned powersports, October, November and December are the ideal months to start stocking up for the Spring selling season,” Woodruff explains. “The Spring market is the strongest time of the year and our most seasoned dealers take advantage of the winter pricing.” For dealers looking to offload their aged inventory or unwanted trade-ins, NPA Atlanta has trucks running north and south continuously throughout the eastern seaboard. To set up transport contact the NPA Transportation Department at 858.726.2209. Preview the Atlanta inventory here: https://www.npauctions.com

OCTober 2019

WPS SP1 IS A BFD

CORBIN CONTRIBUTES

Seat Maker Sends Bronze To Wheels Through Time & Sparrow To Petersen If you have been to Corbin’s Daytona facility during Bike Week any time in the past two decades, you have seen the Jeff Decker bronze of the legendary Joe Petrali. However, Mike and Bev Corbin want even more motorcycle enthusiast to share in this work of art, so they are donating the life-sized statue to Dale Walksler’s Wheels Through Time Motorcycle Museum in Maggie Valley, N.C. “Our precious piece of motorcycle art that we have had on display in our Florida facilities for over 20 years will now be enjoyed for many years to come under the passionate and loving care of the Walksler family,” says Corbin Saddles founder, Mike Corbin. Back In 1996, the original Sparrow concept vehicle made its debut at the San Francisco Auto Show. Heralded as both “Quirky” and “Brilliant” the overall positive reaction led to the production of the World’s First Single Passenger EV. The Original “ Bug Eyed Sparrow “ is being donated to Petersen Museum for the viewing enjoyment for all to see for generations to come. The Sparrow is and has been an inspiration for the modern day electric car. Now that is leaving a lasting legacy! For information on Dale’s Wheels Through Time Motorcycle Museum, click here: https://wheelsthroughtime.com/ To see the Petersen Museum details, go here: https://www.petersen.org/home

Just in time for snow season Western Power Sports launches their latest exclusive brand: SP1 Products. Part of WPS’ continuing mission to offer products that help fulfill industry needs and grow dealerships by fueling customer demand. “SP1 is a snow-specific lineup of replacement parts, accessories and aftermarket tools for snowmobiles and the emerging snow bike industry,” explains WPS. “Reimagined packaging and a state-of-the-art fitment based website guide consumers to the specific items they need. The new fitment tool is a perfect opportunity for customers to research products based on their exact make and model of sled. Finding these items is what will drive consumers into SP1 dealerships.” This initiative is part of a push to give customers the knowledge and brand awareness to step into their local dealership and demand for SP1 by name. The SP1 catalog features a diverse array of accessories like food warmers and beverage holders to highly specific suspension, starters and engine repair parts. SP1 is part of the WPS mission to keep the fun rolling for customers and stocking dealerships with the most relevant products on the market. Check out the website at: www.sp1products.com

THE GRASS IS GREENER At Least At The GIE+EXPO

They say the grass is always greener… which is certainly true in the case of the GIE+EXPO. America’s largest showcase for outdoor power equipment, lawn & garden products and light construction equipment was held in Louisville at the Kentucky Exposition Center from October 16–18. Show promoters say this year’s event drew a record-breaking attendance in excess of 25,000 trade-only visitors. Part of the crowd came from the co-located Hardscape North America trade show, however GIE+Expo 2019 featured more than 1,000 exhibitors (including nearly 40 UTV OEMs) on its own and a 20+ acre outdoor demonstration area “road test” all sorts of machinery from mowers to bucket loaders! Our friends at Powersports Business hosted UTV University once again to show the OPE guys how the powersports side utilizes Side-x-Sides and there were even three free concerts. Never to late to register for next year’s event at: https://www.gie-expo.com/

OCTober 2019

Brought To You By MotorcycleIndustryJobs.com

In a great example of promoting from within, Sullivan’s Inc is pleased to announce that Courtney Weber is now National Sales Manager. Weber will oversee the dedicated sales force already in place, as well as being responsible for training new associates and driving sales through best practices. Weber originally joined the Sullivan’s team back in 2014 and has most recently served as National Brand Manager. With more than 15 years in the powersports industry consisting of both dealership and distribution experience, Courtney has a unique skillset that gives her the ability to connect with Sullivan’s sales force as well as the dealer network. “I am extremely excited to be taking on this next role with Sullivan’s Inc.,” she says. “We have an excellent line-up of new products coming for the Fall and Spring. I look forward to increasing our sales footprint with our team.”

You don’t say? Long time Renthal guy David Kaiser is shifting gears. On November 1, he took on a new role of Street Brand Manager. “I am excited to announce this new role which has been created with David’s input to help us grow the road side of our business,” says Renthal President Tom Wade. “David has been a critical part of our US operations for 18+ years and I know that he will bring the same level of passion

and dedication to this new position.” Commercial Director Rees Williams adds, “Despite Renthal’s successful history in road racing, winning 18 World titles, 15 AMA titles and more than 60 Isle of Man TT wins this will be the first time in the company’s history where we have someone who’s daily focus is on how we can better serve our Street and Sportbike customers.” “I am really excited to establish this new role at Renthal,” says Kaiser who has been an integral part of Renthal’s US operation for the past 18 years, acting as National Sales Manager. “We have always discussed needing more street focus but have never been previously able to tackle it. I am really looking forward to using my passion for street motorcycles to make it a bigger focus for Renthal,” concludes Kaiser.

After working his way up through the ranks, Tucker Powersports has promoted Kyle Frederick to Brand Manager for ATV/ UTV house brand DragonFire Racing. Frederick has been with DragonFire for the past five and a half years, starting in the warehouse assembling and packaging product. Within a year he became supervisor of assembly, then transitioned to the sales team. “I’m ecstatic to take on this role, as it has been a goal since I started at DragonFire,” Frederick said. “I see so much potential in the brand and look forward to being part of it as we grow and further expand our reach while serving our customers and dealers better than ever.” Frederick has been an off-road enthusiast for nearly a decade, keeping his eye on the development of the UTV market since the launch of the RZR 800. His diverse background and familiarity with the brand make him the ideal choice as DragonFire Racing’s new brand manager, according to Tucker management. “I’ve worked with Kyle for the last two years, and have seen him grow,” said Justin Lasater, Director of Off-Road Brands for Tucker. “I know he will carry the vision and direction of DragonFire Racing.”

Tucker Powersports has also announced changes within its two historic motocross brands ProTaper and Answer Racing. Randy Valade is now Brand Manager for ProTaper replacing Paul Perebijinos who went to work for archrival Renthal. A former pro (and past Canadian MX2 champ) Valade moves over from his previous role at Answer and industry veteran Kobi Iseri transitions to Answer. Valade brings 14 years of industry experience to ProTaper, having worked with industry-leading brands like MSR and Answer. Valade will continue ProTaper’s commitment to quality and push the envelope with innovative ideas. “I have always been a fan of the brand, as it continually strives to be the leading innovator in motorcycle controls and supplies the best riders in the world with top-notch products. The current ProTaper staff that is in place has great drive and determination, so I can’t wait to see what this team is capable of,” says Valade.

Former Fox global marketing manager and Suzuki off-road motorcycle PR coordinator Kobi Iseri has spent the past 18 months leading brand marketing efforts to re-launch Tucker’s street motorcycle apparel brand Speed and Strength. But he jumped at the chance to return to his dirt roots: “The opportunity to lead one of the most historic motocross apparel brands is a great honor,” he said on being named Senior Global Marketing Manager for Answer Racing. “I’m really proud of what our team has accomplished with Speed and Strength, but I’m excited to get back to the dirt side with Answer which is where my heart is. I know we already have a great team of people in place and look forward to seeing the future of Answer Racing,” stated Iseri who will lead the brand’s marketing and communication efforts. Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

Answer also elevated Kayla Mead to the role of Athlete Manager in order to support all amateur and professional motocross racing activities. Together with Answer Racing’s Product Line Manager Brent Harden, the team will continue to focus on delivering new and exciting creative energy while also driving the global creative, marketing strategies and product innovation across the brand, claims Tucker.

Cycle Volta’s new editor Toby Hill is a “real” journalist with a degree in Journalism from Cal State Fullerton and stints with the Orange County Register and the Hollywood Reporter. Most recently he was with the bicycle industry’s leading B2B media source Bicycle Retailer and Industry News, so he has the inside track on the eBike biz. “About eight years ago, an opportunity arose to meld my career in journalism with my passion for bikes: I went to work as an editor for a respected trade magazine covering the international bicycle industry,” says Hill. “The experience was a true eye-opener. Little did this mountain biker know how complex the supply chain was for bicycle manufacturers, or how challenging it was for independent bike shops to survive in a fiercely competitive environment both at brick and mortar and, increasingly, online.” He adds that Cycle Volta will have something for the powersports industry. “In addition to ebikes, we’ll also cover the latest developments in other forms of electric mobility, including escooters and electric motorcycles. If it has two wheels and an electric motor and helps get you safely to your destination, we’ll bring it to you.”

Shifting gears at Harley-Davidson! After much fanfare of hiring Plum baby food and Habit founder Neil Grimmer as newly created President of Global Brand Development back in April, the guy is gone effective immediately according to the Milwaukee Business Journal. “His departure comes after an internal inquiry along with a third-party investigation into concerns that his judgement and conduct as a senior leader did not align with our culture and the values we expect all our employees to demonstrate,” a HarleyDavidson spokesperson said via e-mail to the newspaper. Harley-Davidson president and CEO Matt Levatich told employees about Grimmer’s departure in an internal memo acquired by the Milwaukee Business Journal. The memo indicated that Levatich would be assuming Grimmer’s responsibilities as president of global brand development in the interim. “Based upon our internal inquiry along with the findings of this third-party investigation, we determined that Mr. Grimmer leaving Harley-Davidson was the appropriate course of action. Harley-Davidson takes all matters related to workplace conduct and our Valued Behaviors very seriously. All Harley-Davidson employees, regardless of level, are expected to follow our Code of Business Conduct and Valued Behaviors.”

“To all my moto industry friends, my time with my good friend Malcolm Smith has come to an end,” says the dealership’s former general sales manager Todd Baldwin. “I first started working for Malcolm back in 1978 while still in high school. My second stint started in 2009 when the industry had taken a huge hit with the economy… I was very motivated to take Malcolm’s store to the next level in sales, hiring a great staff and implementing my proven sales system. But as they say, parting is such sweet sorrow, as I have decided to open a new chapter in my professional motorcycle industry career. Thank you Malcolm!”

Must run in the family? Former Motion Pro Sales & Marketing Director Brandon Baldwin has a new gig for the first time in 21 years! He has headed over to LS2 Helmets U.S. distributed by Allwin to head up retail as the National Sales Manager. “As Director of Special Events, I had the pleasure of working with Brandon on numerous events over 24 years and personally observed his knowledge of brand focus and leadership skills,” says MotoAmerica’s Senior Sponsorship Manager Lance Bryson. “His attention to detail and professional execution is off the charts… Brandon is a unique individual that is passionate, creative and great team player.”

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the green flag for AMS, Nash raced and ran Ducati North America teams, engaged in R&D and product development for the Ducati factory and was a member of the AMA Board of Directors and AMA Pro-Racing Board of Directors. A winning racer, Nash knows it is more than just the rider that wins championships… or Dealer of the Year honors by winning over customers. “It is the sum total of our touch points that the public experiences from sales to service, social events and track days where this culture is delivered in an approachable and exciting way,” he explains. “We eat, sleep and breathe Ducati and want everyone, even those just slightly interested in the brand, to feel that in a welcoming and comfortable way to hopefully build their passion like ours.”

Racer-turned top dealer, Jeff Nash

ADVANCED MOTORSPORTS DUCATI By Robin Hartfiel

here is a rolling scroll at the bottom of the Advanced Motorsports Ducati website that pretty much sums it all up. By the numbers it currently shows AMS having serviced 12,718 Ducati engines; 9,482 motorcycles sold; 55 National Ducati Dealer Awards and 10,874 Happy Customers… Dealer principal Jeff Nash needs to adjust the scroll, though. The shop was just named “Ducati Dealer Of The Year 2019 for North & South America.” So how does a shop deep in the heart of Texas become one of the top performing dealerships in the world? “I think our success comes from a variety of factors, but the main one that comes to the top of my mind is our staff and our desire to create a culture that immerses the public into the world of Ducati,” says president, founder and head wrench spinner Jeff Nash. A six-time national roadracing champ, his passion for Ducati and extensive resume has served as the foundation and guiding force behind Advanced Motorsports Ducati Dallas. Before taking

SHOWROOM Since 1995, AMS has been a leader in Ducati service and sales in the United States… make that THE leader in 2019! “In order to provide our clients with a premium buying experience, we created a 11,000 square foot showroom which allows us to display every family of Ducati motorcycle that is currently available,” notes Nash. “We wanted our customers to be able to see, touch and ride each available bike to get an understanding of what each family is all about within the Ducati brand.” Since you can’t sell from an empty shelf, AMS stocks a full range of Ducati and Dainese apparel as well as Arai helmets.

AMS has a state of the art service facility with a complete in-house machine shop providing customers with factorytrained technicians (including three AMA Pro-Racing Mechanics of the Year), in-house dynamometer, full suspension service, restoration project service, scheduled maintenance, performance modifications, engine building and track side support. In fact, so much effort went into the race shop that it eventually became a stand-alone facility. “Honestly this happened because we were running out of room in our original location,” he admits. “We built a stand-alone facility (135 Leslie St) that would provide our Service Department plenty of room for future growth, house our dyno room and give the customer a unique experience to watch their motorcycle being worked on in a lounge setting.”

SERVICE CENTER In addition to being the dealer principal, Nash is also a Master Tech (and probably still the fastest dealer in the nation)... begging the question how to balance these three very different and exceptional attributes? “I learned long ago to never stop learning and take that knowledge and apply it to solving problems not creating more of them. That being said, as I have added more years to ownership, more time on the track, more hours wrenching, I can say with certainty that you can’t do it all on your own and you are only as good as the people you surround yourself with.”

OCTober 2019

Continued on page 24

like treat each customer like you would like to be treated and be fair and respectful should be at the core of any successful business.”

Lola, the AMS back of house companion is top dog! That being said AMS does do somethings differently, including

THE AMS FAMILY At AMS, we take a lot of pride in our large community of Ducati riders and enthusiasts. Through our track days, open house events, and dinner rides we try to offer many different Ducati lifestyle experiences which aim to cultivate positive relationships among those we call our AMS family. “Again, our team is everything. How they interact with customers directly impacts the dealership and I would like to thank each and every one of them for their efforts to make this dealership into what it is and what it means to many of our customers.” Given his personal championships and having a couple “mechanics of the year” on staff, you might think track days with customers would be more like an AMA Superbike round rather than a family picnic! “It’s actually the opposite of what you might think, Nash explains. “Anytime we run a track day, our top priority is to ensure the safety of all riders at all levels of riding ability.” Duly noted. “We also like to keep our track days smaller so we can provide a more personal approach with each rider. Outside of the track, we run various public events to bring in riders on other marquees into our showroom for new model launch parties, dinner rides, cookouts at the store and demo days.” THE SECRET TO SUCCESS “There is no secret here,” claims Nash. “Simple golden rules

having some very rare/collectible motorcycles in inventory. “We have customers from all over the world that come to visit AMS Ducati Dallas to check out these bikes… and some of them purchase. I enjoy sharing these bikes with everybody, but it also shows the incredible history of the Ducati brand and what they have achieved.”

National Powersport Auctions has a facility nearby, but that is just one of the means Nash employs to take non-Ducati bikes in on trade. “We have a couple of wholesalers that we worked with for years that will buy anything we don’t want to retail. Our preowned selection is imperative for the success of the business. Not only does this allow current customers to trade in and upgrade, but allows a new customer that may be looking for a lower price point to join the brand knowing they are purchasing a bike that has been checked out by our service department.” BOTTOM LINE AMS Ducati already had the holeshot on “more riders, riding more” being presented by the Motorcycle Industry Council. “As general interest in motorcycle riding and ownership is plateauing in the USA, we make every effort to welcome all riders into AMS to build interest in our great motorcycles along with the community aspect of Ducati ownership,” concludes Nash. As the stick and ball sports guys say: Scoreboard! AMS Ducati is #1

SHOWROOM 1318 N Riverfront Blvd Dallas, TX 75207 sales@advancedmotorsports.com SERVICE 135 Leslie St Dallas, TX 75207 service@advancedmotorsports.com advancedmotorsports.com Phone: (214) 466-6540 Fax: (214) 593-4810

and strengthen – and our dealerships do. Everyday. From Mexico City to our new flagship location in Montréal, all the way to our exclusive new showrooms like those in Newport Beach, California and Richmond, British Columbia, we are one team. To have the opportunity to gather everyone together in our home country of Italy and celebrate our achievements is something special. It’s what being part of the Ducati family is all about.” “We are incredibly honored and excited to receive this award,” adds Nash. “Since 1995, our team has been a leader in Ducati sales and service in the United States and we have always strived to provide our customers with the best experience possible when visiting our dealership. From sales to service our team is made up of passionate, knowledgeable Ducatisti and we hope that our customers see and feel this in their experiences with us. We are grateful for our customers and friends who reach out to us both local and abroad as we would not be able to achieve Ducati boss Claudio Domenicali, Francesco Milicia (VP Global this honor without them.” Sales), Man Of The Hour Jeff Nash and DNA head Jason Chinnock The full list of winners from the Ducati Global Dealer Conference:

Ducati Global Conference Shines Spotlight On North American Dealer Network

s Ducati continues to grow in influence and importance within the global motorcycle industry, North America remains an integral market for the Italian brand. This international significance of North America was recently reflected during a private award ceremony at the Ducati Global Dealer Conference, which took place along the shores of the Adriatic Sea in Rimini, Italy. A total of 19 award-winners were recognized, including regional categories for sales volume and growth. AMS Ducati Dallas was singled out for special recognition by global CEO Claudio Domenicali as “Ducati Dealer of the Year 2019 for North & South America” for the dealership’s dedication and performance. The award was personally presented to Nash by Domenicali alongside Ducati North America’s Chief Executive, Jason Chinnock. “Our dealer network is the cornerstone of our success,” said Chinnock. “Ducati’s reputation for exceptional customer service is something we must value, preserve,

United States Top Growth – Northeast Region – Cross Country Ducati – Metuchen, N.J. Top Sales Volume – Northeast Region – Ducati New York – New York, N.Y. Top Growth – Southeast Region – Bloodworth Motorcycle – Nashville, Tenn. Top Sales Volume – Southeast Region – Ducati Miami – Miami, Fla. Top Growth – Southwest Region – A&S Ducati – Roseville, Calif. Top Sales Volume – Southwest Region – Ducati Newport Beach – Costa Mesa, Calif. Top Growth – South Central Region – V1 Moto – Houston, Texas Top Sales Volume – South Central Region – AMS Ducati Dallas – Dallas, Texas Top Growth – Northwest Region – Ducati Las Vegas – Las Vegas, Nev. Top Sales Volume – Northwest Region – MotoCorsa – Portland, Ore. Top Growth – Midwest Region – Ducati Indianapolis – Zionsville, Ind. Top Sales Volume – Midwest Region – Ducati Detroit – Birmingham, Mich. Top Growth – Mid-Atlantic Region – North American Warhorse – Dunmore, Pa. Top Sales Volume – Mid-Atlantic Region – Coleman Powersports – Falls Church, Va. Top Sales Volume – United States – Ducati New York – New York, N.Y. Canada Top Growth – Canada – Motos Thibault Sherbrooke – Sherbrooke, Québec, Canada Top Sales Volume – Canada – GP Bikes – Whitby, Ontario, Canada Mexico Top Growth – Mexico – Ducati Polanco – Mexico City, Mexico Top Sales Volume – Mexico – Ducati Puebla – Puebla, Mexico

OCTober 2019

Dealernews Research By Dr. Paul Leinberger

TECHNOLOGY UPDATE…

Plus, One More Thing

emember when Steve Jobs would roll out the latest Apple updates with his “one more thing,” line? In an earlier column (May 2019) I talked about the importance of having a digital strategy and how technology was changing the way we all interact with companies and brands. We all know that increasing smartphone ownership is driving a movement away from home and office broadband to mobile. However, you might be surprised to learn how fast the shift is taking place. The number of Americans who own smartphones has risen dramatically in the past decade — from 35% in 2011 to 81% in 2019. Currently 93% of Millennials own smartphones. As smartphone ownership has risen, so too has the way we use them to go online. Most companies with a digital strategy have focused primarily on optimizing their broadband website and have given less thought to their mobile site. However, given the changes that are taking place, that needs to change – and change quickly! As of September 2019, more than one-inthree (37%) U.S. adults say they mostly use a smartphone when accessing the Internet —double the number from 2013. More striking than that — and far more important for powersports dealers who know they need to be thinking about increasing future ridership — is the stunning number

of younger adults (18- to 29-year-olds) who use their smartphones as their primary way to access the Internet. Fully 58% of 18- to 29-year-olds use their smartphones as their primary access point, up from 41% in 2013. That means you would be well advised to optimize your mobile site… NOW! In addition, the shift from broadband to mobile, the other dramatic change taking place has to do with online usage. Ask yourself: How often do you go online daily? Almost constantly? Several times a day? About once a day? Several times a week? Less often? Or never? Overall, 81% of Americans go online every day, with 28% going online almost constantly, 45% going online several times a day and 9% going online about once a day. Anyone who has a teenager at home or who works with a young adult will not be surprised by this number: 48%. That’s the number 18-to 29-year olds who say they are online almost constantly. An additional 46% of the same age group say they go online multiple times a day. Taken together, that’s 94% of young people who are almost constantly connected. There’s a simple lesson here for all of us: The future of powersports dealers is mobile. Fish where the fish are. Whatever your strategy for gaining new riders is going to be, it must go through mobile. Doing it any other way is like throwing money away. And One More Thing... As Steve Jobs so famously said on many product launch occasions: “There’s one more thing.” And here it is: Here comes 5G and it may well be the answer to your prayers. A dream come true. After years of speculation and anticipation, fifth generation (5G) wireless networks are almost here. There are beta sites already in operation and a number of wireless carriers are already offering 5G phones. However, the real push will begin in earnest next year – 2020. The 5G mobile network technology will run at speeds at least 10 time greater than today’s 4G networks. That means, for example, if you want to download a feature film to your 5G smartphone, it will take just a matter of seconds versus the several minutes it would take to do so on today’s 4G phones. There has been a lot of hype about 5G, but it is NOT an exaggeration to say that 5G could change our lives more dramatically than any technology since the invention of the internet itself. 5G will make the Internet of Things (IoT) possible and will allow us to realize the potential of a fully connected world. Now stay with me here. One of the reasons autonomous vehicles have been slow to enter the market is the lack of 5G. For driverless cars to become fully autonomous, they’ll need to communicate with the vehicles (and objects) around them. They’ll need to communicate with sensors in the other vehicles, with sensors embedded in road signs and traffic lights, etc. And they’ll need to get responses in milli-seconds. That’s where 5G networks come in. They will be the backbone of the autonomous vehicle revolution.

What does that mean for you? Two possible huge upsides: 1. Autonomous vehicles powered by 5G networks have the potential to cut traffic accidents by 95% (according to the NHTA). The chances of a motorcycle being hit by a car will go down dramatically. 2. I envision a day when all new motorcycles will have embedded sensors and will be part of the autonomous vehicle network. When paired with AI and machine learning systems designed to keep the bike upright, motorcycle accidents will also go down dramatically. So, the No. 1 fear of potential owners is totally eliminated. No more new rider problem. And the really good news: We are less than a decade away. So hang in there!

STEVE JOBS BIKER?

alter Isaacson’s biography of Steve Jobs notes that he parked his BMW motorcycle alongside a Bösendorfer piano in the lobby of Apple. Jobs felt he would inspire an obsession for craftsmanship and design. Jobs’s bike of choice was the 1966 BMW R60/2. The image of Jobs cruising on his classic R60/2 first appeared in an issue of National Geographic highlighting life in Silicon Valley for tech’s movers and shakers circa 1982. “Success seems not to have spoiled the first folk hero of the computer age,” wrote freelancer Moira Johnston’s feature “High Tech, High Risk, and High Life in Silicon Valley,” published in the magazine’s October 1982 issue. Jobs still preferred according to an unnamed friend quoted, “to drive his motorcycle to my place, sit around and drink wine, and talk about what we’re going to do when we grow up.” More recently ABC News did a profile of Jobs in early 2010 where they showcased video footage of a young Jobs riding his bike through California. “I did not know him in those early BMW days,” says Dr. Leinberger. “But did you ever see a shot of Steve’s living room — where the only thing in the room was a vintage Indian motorcycle? He used to say that if he couldn’t find something that was the ultimate best in any category, he would not buy it. Thus, no furniture AT ALL in his living room. Just the bike.”

Apple founders Steve Jobs and Steve Wozniak

“You know, there is probably some sort of story there about Steve’s love of motorcycles ... and the world’s best design.” Indeed!

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

OCTober 2019

Dealernews Research By Lenny Sims

BY THE BOOK

NADAguides Market Insights Power The Market Values

ave you checked the NADA site lately? The latest lookups give you a thumbnails sketch of what the most researched vehicles are by category, by brand and by model. There is even a new category for Electric Motorcycles. That is on top of the pricing and comparison tools. Even the quarterly NADAGUIDES MARKET INSIGHTS reports are available in downloadable .pdf format. Everything our valuation guides in print can do… and much more. But we get it, some of you still prefer the print product. How’s the view from 30,000 feet? The motorcycle market has moderated, with cruisers doing nicely, and sportbikes holding steady, especially the smaller displacement bikes. On the SxS side, utility side-by-sides are still underperforming slightly and sport side-by-sides have stabilized after a strong start to the year.

Looking at motorcycle values, cruisers are bringing 4.5% more money in 2019 compared to the same period of 2018. This result suggests the segment still has legs despite demographic trends. Sportbikes are outperforming last year by 3.9%, but the segment saw a less notable secondquarter bump than usual, which leaves it behind 2017 by 1.5%. Moving over to side by sides, the utility segment is underperforming the previous two years, currently running 3.3% behind 2018. Sport side by sides started the year strong but had only a moderate bump in the second quarter. This segment is averaging essentially equal pricing year-over-year. The mix of category views among consumers, dealers and finance companies is also interesting. The strong activity on the touring side and cruiser category is coming from dealers going where the money is! ATV and Side-By-Side look ups are driven by consumers looking for bargains.

Although UTV activity is still running 3.3% behindÂ 2018 there is still signs of life, especially with a flood of new models coming out. Sport Side-by-Sides started the year strong, but had only a slight bump in the second quarterâ&#x20AC;Ś however look for that to change with Kawasaki and Honda getting serious about overtaking Polaris RZR, Can-Am X3 and Yamaha YXZ. Stay tuned to this segment as things heat up.

Overall consumer spending is trending upward because people have jobs. According to the Bureau of Labor Statistics, the unemployment rate is at a two-decade low, even with the GM automotive strike idling a large segment of the workforce. This should bode well for the future.

About NADAguides.com NADAguides.com, the largest publisher of the most market-reflective vehicle pricing and information available for new and used cars, classic cars, motorcycles, boats, RVs and manufactured homes, offers in-depth shopping and research tools including a broad range of data, products and service and informational articles as well as tips and advice. NADAguides. com also produces electronic products, mobile applications, raw data, web services, web-syndicated products and print guidebooks. NADAguides.com is operated by National Appraisal Guides, Inc., a division of J.D. Power.

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 OCTober 2019

Dealernews Research By Don Musick

One More Thing!

n our journey from Esgaroth Hobbits to Escondido eBikes we’ve seen striking growth in consumer interest and demand, new market segments emerging, rapid innovation in product design and technology as well as increasing adoption by competing retail channels. What we have yet to explore are the demographics of the eBike buyer. The first documented profile of 553 eBike owners was conducted by Portland State University (PSU) in 2013 with a follow-up on-line survey in 2017. The later survey was distributed through social media platforms such as Facebook, Twitter and Instagram and received promotional support from both retailers and OEMs. The survey received 1,796 respondents from owners and regular users of eBikes. Their analysis of the geographic distribution of these respondents is shown in Fig. 1. With concentrations around major metropolitan areas, the geography of survey respondents is not surprising. In fact, we saw a nearly identical distribution of Google Trends “eBike interest” data over the period of 2004-2019 in part 1 of this series (Fig. 2.). This observation implies that consumer eBike interest and ownership are strongly correlated geographically. This survey was largely independent of eBike OEM influence as data was sourced from PSU’s own Electric Bicycle Research Facebook page as well as more generic LEV – centric social media (e.g. Figs. 3.). In a more recent survey conducted by Evelo Electric Bikes in Q1 2019, data was also sourced from social media but the majority came from their email subscriber base (1,013/1,157 or 88%). While this survey parallels some of the 2013/2017 PSU research, respondent data is more reflective of existing Evelo owners/users.

Figure 1

Figures 3 Although both surveys are only two years apart, the eBike market place has grown dramatically in the last several years, so comparing survey results might provide insight into demographic shifts. Since the PSU survey is much more extensive than the Evelo survey, only categories common to both will be compared.

When I’m Sixty-Four! While Gender results for both surveys were similar at 70.5% male (PSU) and 74.0% (Evelo), there were significant differences in age profiles. As shown in Fig. 4. below, the Evelo survey was shifted to a much older demographic peaking at 65+ years old vs the PSU survey with a maximum in the 55-64 year range. The PSU profile was also much stronger in the 18-44 year segments accounting for 32.8% of the total vs 9.5% with Evelo. Notably, both surveys are weighted towards riders over age 45 (67.2% PSU and 90.5% Evelo). These differences in survey profiles could indicate an actual shift in eBike owner age demographics or alternatively just a reflection of Evelo’s user base.

Figure 2 Figure 4

Continued on page 32

OCTober 2019

Continued from page 31

Show Me The Money! With age skewing towards an older demographic in both surveys, it’s reasonable to conclude that age-related disposable income might be a driving factor. Respondent annual income profiles for both surveys are shown in Fig. 5 below. While there are no obvious patterns or similarities shared by these profiles, both have median values of ~$75k which is significantly higher than U.S. median household income as shown in Fig. 6. Since eBike ownership/usage is found in all income brackets, age-related disposable income is likely not a factor. However, both survey profiles indicate higher median income levels than found nationally.

Fit as a Fiddle? Once again, the older demographic seen in both surveys might indicate that owners/users are most interested in the potential health benefits provided by eBikes (i.e. cardiovascular, weight loss, arthritis etc.). Fig. 7 shows respondent evaluation of their current health status.

Figure 7

Figure 5

While there are clear benefits to riding eBikes, it appears that owners/users overall are in good to excellent condition (87.1 % PSU, 81.5% Evelo). However, when compared to a 2017 survey by the National Center for Health Statistics, eBike users show a significantly weaker health assessment (despite an overall positive profile) vs the population at large (Fig. 8).

Figure 8 Figure 6

This comparison is consistent with the notion that owners/users consider the potential health benefits as an important aspect of riding eBikes.

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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By Alisa Clickenger

ALTERNATIVE LIFESTYLES

Scooter Fun Means More Motorcycle Enthusiasts

’m just back from almost four weeks of riding in Southern Europe and Northern Africa (Morocco). With half our industry getting ready to get on planes to go to Milan for EICMA, my thoughts remain across the pond with regards to riding. Europeans and the European motorcycle marketplace seem to take a much more serious approach to riding motorcycles, not just their graduated licensing system but also their focus on safety standards for protective apparel with the CE regulations. But this trip I also learned that there’s also a fun side to riding on two wheels in Europe. Enter scooters: Just like in the USA, there is no special license required to operate scooters which are under 50cc. It’s not surprising that commuters, especially the younger demographic with limited budgets, are flocking to these machines as the narrow city streets become even more congested with vehicles. What is surprising is that several clever companies, including Northroad Rentals and Tours in Porto, Portugal, are finding a flourishing tourism market for these machines. There is a burgeoning market for ‘self-guided’ tours. Rent the small cc scooter with a GPS and a nightly plan for accommodations and presto! Instant adventure. Smaller machines mean that the cost to the tour operator is less, even when factoring in that any organized scooter tours

deploy a chase vehicle because of the limited storage capacity on these machines. Smaller machines mean shorter consecutive days that are comfortable in the saddle, so the rental companies are shortening the itineraries, and the combination means that these mini excursions are affordable, easily accessible, affordable, and insanely fun. Consumers initially see the scooters as less intimidating than motorcycles, so in Europe scooters have earned a delightfully fun position as the perfect gateway vehicle even when compared to the larger two-wheeled vehicles. And once these tourists — including many Americans — experience the fun and excitement (as well as the limitations that a 50cc offers), suddenly the larger machines aren’t so intimidating and “unsafe”. And voila’ — A motorcyclist is born. So, my question is this: How do we bring this easy trajectory-to-two-wheels back to the United States? How do we leverage this bit of fun to not only enhance our industry, but also grab the attention of those individuals who are the holy grail of the new motorcycle marketplace: Millennials and women? To me it makes sense to stop size-shaming what anyone rides. Let’s offer scooter “experiences’” Stateside and see if we can grab those two-wheel curious people. Instead of shunning scooter riders, show them a heck of a good time, and get them riding before they think about all the reasons the naysayers say they should not. To me it makes sense to keep working towards images of people having fun on scooters AND on motorcycles in mainstream magazines and in consumer events so that more people can self-identify with the ads and catch the two-wheeled fever. Hmm… I think I just identified the next step in my business plan. What makes sense to you?

Alisa is a world traveler, author, professional experience maker and confidence coach. She has been featured in a variety of media outlets as a woman pursuing a life of adventure and helping others to access their inner wisdom and be free to lead lives they are passionate about. Her book Boost Your Confidence Through Motorcycling: A Woman’s Guide to Being Your Best Self On and Off the Bike became an Amazon.com #1 Bestseller. In 2019 Alisa was also named to Dealernews TOP 100 People in Powersports. Her personal mission is to support and empower other riders, particularly women, to be their best selves on and off the bike. #ByWomenForWomen

Thank You for being a part of the Powersports Industry and joining us in Columbus! We will see you next year. October 1-4, 2020. Columbus, Ohio

AIMEXPOUSA.com

HAPPY BIRTHDAY TARFORM MOTORCYCLES Proof Of Concept Page 40

FOUR SEASON EV SEEKING DEALERS Home Grown Kart Company Page 39

DUCATI EXPANDS eBIKE RANGE In Advance Of EICMA Page 38

COBRA SET TO STRIKE Mini Moto Coming Page 38

Photo by Ryan Handt

CURRENTS+

COBRA SET TO STRIKE... Twice!

American mini manufacturer Cobra announced its first competition e-moto machine at the AIMExpo. The CX-E5 battery electric motorcycle is intended to compete in the Electric Limited youth classes in AMA competition. Performance will be on par with the current Cobra 50cc internal combustion engine offerings and it features a quick-change battery and several operation modes so parents can meter out performance according to skill level. Attendees at the Columbus show discovered Cobra’s first entry into the e-bicycle market. The “Iron Man” model e-bike is designed as both a training tool for hard-core minicycle racers and as a race bicycle in its own right. “We’re doing essentially the same thing in the e-bicycle market as we did in the minicycle market nearly 30 years ago,” explains Cobra President Sean Hilbert. “We’re forging new territory by bringing to market a high-end competition e-bike for youth racers.” The Iron Man will be powered by Shimano’s DU-E7000 e-driveline and will feature full suspension, 24-inch wheels, and high-end components. It will be ready for the most demanding off-road conditions. “The entire Cobra team has been working incredibly hard,” Hilbert adds. “We are never going to stray from our core mission of manufacturing the finest youth competition vehicles in the world, and we have been laser focused on the emerging technologies that will help define our evolving market into the future. The allnew products we debuted at the AIMExpo will revolutionize youth racing on two wheels.” This CX-E5 model will be competition read for the 2021 model year, claims Hilbert.

DUCATI EXPANDS EBIKE RANGE 3 Trick Two-Wheelers Roll Out In Advance Of EICMA

The motorcycle OEMs’ move to eMTBs was one of the major trends at the EICMA show in Milan last year. This year a full two weeks before the worlds’s largest two-wheeled trade show, Ducati took the wraps off line extensions for the eBike business. Ducati CEO Claudio Domenicali actually opened the Ducati World Première 2020 live streaming event on October 23 with the new eBikes stating, “Today we are unveiling a number of dream motorcycles, but also three new eBikes that will complement the Ducati MIG-RR, presented last year at EICMA. “The MIG-RR Limited Edition represents the top of the range and has truly excellent components, such as carbon rims and electronic gearshift, and it can also be customized with the customer’s name and a dedicated suspension setting. The MIG-S has premium equipment but a more affordable price and, finally, there is also a City Bike for the Scrambler world.” “The Ducati E-bikes family, powered by Thok grows bigger,” is how they teased the latest line extensions. “Discover the new Ducati E-bikes models: the MIG-RR Limited Edition and MIG-S that will be added to the already available MIG-RR…” something we certainly plan to do when we are in Italy to cover the show in the next issue. But what about Ducati eBikes coming to North America? “As an avid bicyclist I’m excited about the opportunity to bring this incredible product to North America in 2020 with details and timing will come in the new year,” added Ducati North America CEO Jason Chinnock. “I was discussing the eMTB concept with ‘King’ Carl Fogarty when he was with us this summer and how it was a great tool to keep him in shape when he needs to suit up for the track. Stay tuned!”

4 SEASONS EV SEAKING DEALERS

Momentum MotorWerks Wants You! Customers complaining about having to put away their ATV, UTV or golf cart in the fall because the weather is starting to get cold and they can’t enjoy a nice cruise? Hunting season has also kicked off but gas-powered vehicles may be too loud? Momentum MotorWerks says they have the solution for these concerns… and more. The Sioux Falls, South Dakota-based manufacturer knows a thing or two about cold weather operations, so their MomentumTREK and the MomentumCOUPE models feature enclosed cabs that keep all the elements outside. An AS1-rated glass windshield with wiper system help keep the line of sight clear at all times. This is combined with a climate-controlled interior with heat, A/C and defrost! Lastly, all Momentum vehicles are 100% electric and are whisper quiet. Now there is no more worries about how much use you will get out of your recreational vehicle since you can use a Momentum vehicle year-round! “We are also actively looking for dealers throughout the United States,” claims the company. “If you or someone you know is interested in becoming a dealer, email dealers@ momentummotorwerks.com call (605) 220-8675 or click on www.momentummotorwerks.com

GOOD THINGS IN SMALL PACKAGES

Holeshot On The Holidays For Husky Husqvarna’s new EE 5 electric Minibike continues the brand’s pioneering motocross journey by delivering a complete and fully adaptable, five-kilowatt machine. Husky claims it is perfect for pure beginners and experienced riders alike. Features include quick-charging EE 5 motor, high-quality components and bodywork specifically designed to give young riders an ergonomic riding experience. The first-ever electric model from Husqvarna’s first eMoto offering, the EE 5 offers youngsters an environmentally friendly way to learn, compete and have fun. The ride height can be simply adjusted to keep pace with an improving or growing rider. Delivering two hours of ride time for beginners and 25 minutes for faster riders, the supplied charger takes just 70 minutes to fully charge the lithium-ion battery. EE 5 TECHNICAL HIGHLIGHTS State-of-the-art electric motor with 5 kW peak performance Six different ride modes, easy to select 907 Wh lithium-ion battery Quick charging High-end chassis with race proven technology Ergonomic bodywork and adjustable seat height WP suspension – XACT air fork and rear shock

OCTober 2019

CURRENTS+

HAPPY BIRTHDAY TARFORM

NIKOLA FINANCIAL NEWS

Just Charge It! Upstart EV PWC/UTV/Truck OEM Nikola Motor Company received a $1.7 million grant from the U.S. Department of Energy to help reach their goal of a zero-emission future. Specifically, the grant is earmarked for fuel cell membrane electrode assembly (MEA). “This award provides an opportunity for the highly talented Nikola team to leverage expertise in academia and exceptional resources within the DOE Fuel Cell Consortium for Performance and Durability to accelerate a breakthrough that will benefit the entire hydrogen and fuel cell industry and community,” said Jesse Schneider, executive vice president, Hydrogen & Fuel Cell Technologies, Nikola. Nikola is pursuing a new approach and unique MEA architecture to satisfy high-power output and durability requirements with its academic partners: Carnegie Mellon University Prof. Shawn Litster, Northeastern University Prof. Sanjeev Mukerjee and Georgia Institute of Technology Prof. Younan Xia. It is all Greek to us but Nikola will bring together “advanced concepts in catalysts, ionomers, proton exchange membranes, and gas diffusion layers within a robust MEA by using appropriate, scalable fabrication methods.” The company is privately-held and headquartered in Arizona. For more information, visit nikolamotor.com

“Today we celebrate our one-year anniversary,” noted CEO/cofounder Taras Kravtchouk on October 9. “This year has been remarkable and we are truly humbled. We have been awarded gold in European Product Design and received an Honorary Mention by Fast Company (Innovation by Design 2019). The Petersen Auto Museum had our motorcycle on display at their exhibition “Electric Revolution” and Automobili Pininfarina invited Tarform to be showcased at Pebble Beach next to their masterpiece — Pininfarina Battista.” Pretty lofty recognition for an e-start up that is still in pre-order mode. Based both in Brooklyn, New York and in Stockholm, Sweden, Tarform unveiled its first concept prototype at NewLab innovation center in the Brooklyn Navy Yard on October 9th, 2018. “Tarform’s mission is to set a new standard for two-wheeled transport by developing fully electric, zero-emission premium motorcycles, using sustainable materials and smart connectivity,” said Kravtchouk at the time. A designer and tech entrepreneur with a background in industrial design, he noted the clear consumer interest in electric vehicles and the rise of modern vintage motorcycles and set out to design a new kind of electric motorcycle for the 21st Century. “We look to revive the classic form, and unite it with modern day technology to create a new riding experience,” he explains. “An electric vehicle that embodies the spirit of craftsmanship, advanced manufacturing and clean technology. The integration of artificial intelligence and computer vision enables us to create a machine that’s aware of its surroundings and informs the rider of any potential danger.” The design brief calls for Tarform Motorcycles to be built around a modular platform making personal customization more accessible. As technology improves over time, consumers will be able to upgrade various parts, such as the battery pack for increased range. As a result, the motorcycle will have a longer lifetime and less wasted parts, they claim. Tarform’s digitally integrated smart system will optimize the riding experience by monitoring the health of the vehicle. If any maintenance issues are detected, the rider will be alerted via smartphone and if needed, reserve an appointment directly from the app. Follow their progress at tarform.com, instagram.com/tarform or e-mail: info@tarform.com

Steel is real! The body and chassis are shipped into Michigan.

ROXOR ROCKS! Touring The Factory And Drinking Beer

ver read Peter Reid’s iconic book Well Made In America: Lessons From Harley-Davidson On Being The Best? Back in 1991 it offered a look at a company that committed most of the mistakes American companies make and then find themselves in financial straits. Rather than giving in to a “me-too” attitude of providing an inferior product with cheap foreign labor and cost-cutting at every turn, The Motor Company did things the American way — they connected with their customer base and created a unique selling proposition after the AMF era. ROXOR has taken a page from Harley’s playbook and is making a unique product employing a domestic workforce.

The boxed frames are old school overkill.

Originally produced in India as a Willys-Overland contracted product, the UTV traces direct lineage back to the original U.S. military contract. But in a case of bringing coals to Newcastle, ROXOR is now based in the Detroit suburb of Auburn Hills, Michigan. Approximately 20 vehicles roll off the dyno at the end of the line each day at the 100,000 square-foot facility. In addition to employing locals, roughly 40% of the components come from U.S. vendors, including tires from Kenda, BFGoodrich and Goodyear; windshields from Milton Auto Glass; winches from Warn Industries; paint (450+ colors, plus custom wraps) from PPG; along with wire looms, ROPS and a host of optional upgrades. “Some 75 years ago, the military vehicle from WillysOverland was manufactured here outside of Detroit,” says Mahindra Automotive North America (MANA) media guy Eric Anderson (but you may know him as our long-time Confessions Of A Customer columnist). “Here we are again in 2019 and we’re back. It’s a full circle story. Mahindra & Mahindra in Mumbai, India, was originally licensed by Willys-Overland to build this vehicle for the Pacific Rim,” Anderson told the group of journalists gathered to see the launch of the new A/T models featured last month. “Now 75 years later, were back in Detroit. As Anand Mahindra says, ‘We’re outsourcing to Michigan, from India,” explains Anderson.’ This is rapidly becoming an American business model.’”

Shhh! Don’t tell anyone, but a new front grill is forthcoming.

For now, the bodies, engines, axles and transmissions are globally sourced by Mahindra & Mahindra in India. However, Anderson hints that production of body panels and other key components are being transferred to the Auburn Hills plant in the near term. The current model is being phased out in India as a new vehicle is developed, which could mean production for the entire vehicle could occur in the U.S. in the near future.

For model year 2020, dealers and customers can expect to see new optional features and accessories, such as an industry first factory-installed lift kit, an all-new grill design, and four new standard color options. With ROXOR offering complete customization, the configurations are endless with the amount of optional features, accessories and colors.

The chassis starts upside down to bolt in the differentials... Then flipped right side up to drop in the turbo diesel powerplant.

Dana-style diffs are definitely overbuilt for UTV use. The body is dropped on top and the peripherals like controls and seats are added.

“We are extremely pleased with the success we are seeing with ROXOR,” stated Rick Haas, CEO, Mahindra Automotive North America. “Our first year has been successful largely due to our premium network of ROXOR dealers who continue to be very supportive of our plan. We’ve worked together to clear out inventories making way for the new 2020 product, and I am confident our dealers will be excited with what is coming in November.”

OCTober 2019

While it may appear that Harley has strayed from its Well Made In America game plan, ROXOR has definitely taken a page from the playbook as it enters its third model year. Connecting with its diverse customer base, introducing new programs, model changes and all-new accessories and shifting more production to America is paying off. ROXOR reports continued sales growth heading into the fall hunting season and MANA expects the momentum to continue into 2020.

Drinking BeeR

W After adding fluids, every ROXOR gets a dyno run.

hen ROXOR rolled out the A/T model and introduced some of their 2020 strategy, they did so at a Michigan Hop Farm (Tall Hops was featured last issue). However, you can’t very well have a ride and drive function at a hop farm without offering the finished product. Enter Kickstand Brewing Co. and new head brewer Adam Beratta. Not only did Adam conduct a crash course on brewing and the vital role played by hops during the lunch break, but the local craft brewing company catered the meal… and after you surrendered your keys for the day, you could sample the fruits of Adam’s labors. THE BREW The world of craft beer is our passion, claim Kickstand founders Scott Emerick and Brendan Rogers. “It allows us to express our creativity and challenge ourselves in unique ways, by delivering a wide variety of styles and flavors to all the craft beer enthusiasts. What makes our brews so special is that they appeal to not only these enthusiasts, but to anyone looking for a cold pint to satisfy their palate,” they say.

Hundreds of color schemes and graphics are available from olive drab (above) to the Nashty Customs “ROX Crawler” trim designed specifically for the dealership (below).

Follow ROXOR on social media via www.facebook. com/roxoroffroad and @roxoroffroad on Twitter and Instagram, or click on www.roxoroffroad.com

Why Kickstand? “Actually, we get that question a lot. Perhaps it is due to the parallels that can be drawn between the history and evolution of the bike and the advances and rich history of beer! Well, we could make up some really creative idea like that. How the two are so closely aligned and the perfection that goes into crafting a good bike is very similar to the perfection, creativity and artistry that it takes to create a full bodied, robust, solid beer. But hey, that’s not how we roll. (See what we did there?) In all honesty, what does a kickstand represent? “Putting it down means you have finished a ride or a journey, putting it up means you are just getting started on another chapter. That’s the way we look at our friendship and our shared passion for what we are trying to accomplish. To provide world class beer that is uniquely our own. It has been a dream of ours for many years. So, we suppose the kickstand represents not only the beginning of the journey pursuing our passion, but also all of the intermediate steps in between. Each batch represents a new opportunity for another journey. Thanks for coming along for the ride!

3050 Union Lake Road, Suite 4A Commerce Township, MI 48382 (248) 301-5941

www.kickstandbrewingco.com

HOST A WOMENâ&#x20AC;&#x2122;S MOTORCYCLING EVENT CONTACT ALISA TODAY FOR A BOOK SIGNING AT YOUR DEALERSHIP ALISA@WOMENSMOTORCYCLETOURS.COM

Photos by Jen Muecke

HONDA HOSTS AFRICA TWIN ADVENTURE Exploring DCT Deep In The Heart Of Ohio

By Charlie Williams

onda had a van full of “Journalists” and “influencers” for the short drive to the AMA Hall of Fame Museum. We had been invited to the unveiling of the 2020 Africa Twin 1100cc Adventure bike. I quickly realized I was in over my head. Conversation batted back and forth establishing dominance among the pack of young scribes. I kept my mouth shut… better to let them figure out I’m an idiot than prove it by talking. Eventually 3rd or 4th in hierarchy turns on me and asks my background, “Who are you with?” “Dealernews!” I proclaimed proudly. I couldn’t help but notice Robin slump further in his seat and pull his hat over his eyes. These young techhungry, hit happy, cyber poets are about to rip me apart. I was under-qualified 35 years ago when I started and I’ve not become any more competent in my old age. “In 1980 when silver hit $117, I put my camera down and illustrated my articles with stick figure drawings I mailed in and a stamp cost 15 cents.” This statement left ‘em speechless, but only briefly. I could see it in their faces, what’s a stamp and why silver prices and camera. I threw up some more smoke screen, “Black&White” got some polite head nods but “Ektachrome, Kodachrome or Fujichrome” just drew blank stares. It was going to be a long, long weekend if the rest of our group discovered just how dysfunctional I am so Robin straightened up and tried to save me. “He’s with me, I met him 15 years ago, he was on an adventure ride around Mexico with AMA Hall of Famer and 500 MX National Champ Chuck Sun. They rode 50 days and 10,000 miles on donations made online. Charlie is also the only guy I’ve ever heard of who snuck into the Six Days and brought home a medal.”

This met with approving smiling nods, welcome aboard! New category among the press corps, eccentric! Fortunately, we reached the AMA Hall of Fame Museum. It’s a beautiful campus, with a winding wooded drive leading to the museum and administrative offices of the American Motorcyclist Association. Honda’s new Africa Twin was on display downstairs and it is truly a work of art. The top model, the African Twin Adventure Sports ES DCT offers everything and more... DCT stands for Dual Clutch Transmission, no clutch lever, no shift lever. Just hit the start button and twist the throttle. The next morning our group met again where we all picked a bike to ride and I pulled the Africa Twin, win! It’s an absolute magic carpet ride. At one point, two Honda employees were explaining the buttons and paddles, modes and memories to me. I was getting nervous when the nice lady assured me I couldn’t do anything too wrong, the computer wouldn’t let me. Wanna bet? Our group on all sorts of Honda bikes headed away from the AIMExpo demo area in downtown Columbus and roughly followed the Scioto River north out of town. Our destination would be the Honda manufacturing factory in Marysville, Ohio, about 80 miles away. I’ve never dreamed of a ride this luxurious. Suspended above the earth on 9.1 inches of suspension travel, isolated from vibration by dual axis counter balancers, instructions on a 6.5 inch touch screen display, adjustable wind screen for protection and 60 years of Honda striving to make me comfortable. Honda has succeeded. It’s as if they crossed a dirtbike and a Gold Wing. Of course, 80 miles of highway does not make for a true test of an Adventure bike, so I can’t speak on the off-road aspects of the bike. I did hit every bump and manhole cover

in an effort to “test” the suspension. I have to check “perfect” on suspension. The engine, being an 1100cc twin I expected a rocketship, there is one in there, it was just toggled “off” for the day. What? Among the plethora of electronic gizmos and gadgets, there is an “anti-wheelie” button with no less than 3 settings. Wait, what? Anti-Wheelie button?

years. So when I saw a pretty girl, I gave her a little beep of the horn. Problem was I actually down shifted three times and threw myself forward and took the top of the adjustable windscreen in the throat. Lady said the computer wouldn’t let me do anything wrong. Ha!

Dual Clutch Transmission, DCT, electronically controlled of course. No clutch lever, no shift lever. Simply hit button 3a two times and you’re good to go. From a dead stop, you can pin the throttle and you just magically whisk through time. So smoothly you could hold a cup of coffee in your left hand and never spill it. Zero to 94, one-handed, quickly. So naturally my first question is “where is the anti-wheelie button”? No one would tell me... That’s cool, because I am the reason there is an anti-wheelie button. Under normal acceleration away from a stop the DCT shifts very quickly to the most appropriate gear selected by the computer. A nearly inaudible click, mostly felt between the feet was the only sign the transmission was upshifting. By the time you crossed an intersection, the bike was in 3rd headed to 4th gear. Personally, I would have revved each gear out much further, but the computer knows better. Efficiency, proficiency and economics are the language of the Dual Clutch Transmission. Here’s a funny story, Chuck Sun and I were on like week 5 of our infamous Mexico trip and Chuck was convinced he had contracted Gout in his left foot, his toe joints were getting sore. Sure enough a couple of days later, I noticed I was having toe joint pain in my left foot! Leaping Gout, Chuck assured me, lay off the shrimp, we’ll be okay. Well it got worse, we were both suffering from left toe joint pain. Another long day in my helmet and I realized our toes hurt because we had been shifting 15,000 times a day for 5 weeks! Headlines for the DCT should read: Honda Cures Gout! The transmission seemed to run in a much higher gear than I would and I need to learn from this. But in turns, the engine was so low in the revs I couldn’t use it to steer the bike. No worries, simply hit button 2b on the left side handlebar and the bike downshifts and the revs go up and you can use the engine to lift the bike coming out of turns. This worked wonderfully, all but one little detail. Button 2b just happens to be where the horn button has been for 80

We crested a small rise in the road and on our left was a parking lot FULL of cars, thousands of cars, Honda cars. We had arrived at the Marysville Honda factory. There is not just one building that makes up the factory, there are dozens of buildings, most owned by Honda with others owned by suppliers and vendors of Honda. We rode to the entrance of the Honda Heritage Museum.

OCTober 2019 Continued on page 48

Continued from page 47

Honda history is on display and open to the public. From the tiny Honda Civic car and first Elsinore 250 to roll off the assembly line, to the Asimo robot and the last Gold Wing made in Marysville, a history of engineering that is simply amazing. From the simplest mini bike engine up through Formula One and into the sky with HondaJet. I told Robin I could probably flip the original Honda Civic on its side. It’s that small and sparse. Robin, didn’t think the museum was quite that interactive. The little robot dude kept looking at me, his one eye followed me around the room. There was a DCT transmission on display with holes so you could see the internals of the masterpiece, I’ll describe and explain it here. Ha! I can’t explain the DCT transmission! It’s one of the most complicated things I’ve ever seen! It’s the size of a big plastic cooler. Through peep holes cut for display, you can see helicut gears and stuff running in every direction. The transmission boggles my mind, the level of engineering, the quality of finish, to the smoothness of operation, I’m in awe. I hadn’t seen anything yet...

Loaded up in vans again, we drive across the campus to the actual factory building, 3.6 million square feet, it’s the biggest building I’ve ever been in. I stood in one isle and tried to see the end of the building, it was too far, the isle stayed full of people and carts and buggies and I couldn’t zoom far enough to see the end. Let me put it in perspective ya’ll can relate to, the building is the size of 39 Walmarts. Some 4,200 associates churn out a Honda Accord every 60 seconds. The Accord is a very nice car with gobs of technology and engineering, but what impressed me was the machine they had built to actually build the Accord. Hundreds of workers, all dressed in their Honda “Whites” uniforms lined up at their stations and what came in one door on a pallet, gets driven out the other end. The robotic welding area was the coolest, it was kinda dark in this area, making it even more interesting to see. Giant machines moved gracefully together welding every seam and joint on the shell of the car. I really have seen the future here. Next stop on our tour of Honda Land was the Transportation Research Center, 4,500 acres of test tracks, skid pads and crash simulators. They have a 7.5 mile, high banked oval for high speed testing. There were 9 of us in a passenger van, actually going faster than I had gotten the Africa Twin going. We were on the high line, gravity pulled me oneway, centrifugal force pulled me another, I looked over the driver’s shoulder, and yes, we were going faster than the bike had gone. Too soon it was all over, we loaded back on the bikes for our hour ride back to downtown Columbus and the AIMExpo. I came away more impressed than ever, not only are the Honda bikes engineering treasures, the machine that builds the machines is more impressive. For every engineer designing bikes, there is another engineer building the machine that builds the machines, an engineer for building buildings, an engineer building the tools. As futuristic and fantastic as the new Africa Twin is, the machine that built it is more impressive. Thank you Mr Honda for allowing us to visit and see inside the machine.

WHAT THEY SAID In addition to fast, nearly seamless gear changes, a major advantage of the DCT is that, since it always shifts into neutral when coming to a stop, the bike never stalls. On the other hand, in the automatic modes gear changes can occur unexpectedly and, in technical situations, not having a clutch lever to feather can limit one’s sense of control. On the street, even during aggressive riding, the DCT works like a charm… That’s exactly what an adventure bike should do—have the comfort, the range and the capability to take you wherever you want to go. ~ Greg Drevenstedt Rider One of the most hyped motorcycles of the year has finally shown up and things look brighter than we anticipated. The new Africa Twin ups the ante on many fronts, including emissions, power, and even weight! When the rumor started circulating that the next-generation CRF flagship was receiving a bigger engine, concerns were understandably raised about its weight. Bigger engine equals higher weight was the logical equation—however, in that regard, we were wrong to worry. In fact, Honda confirms that the new 2020 CRF1100L is lighter than its predecessor, now tipping the scale below the 500lb mark. The entry-level CRF weighs in at 498 lb. while the DCT model now weighs 520 lb. The company has taken a number of weight-saving measures to achieve this, including a lighter gearbox. ~ Sabrina Giacomini RideApart The third generation of Honda Africa Twin has finally matured into the bike that so many of its fans hoped it would be from the outset. Armed with enough of the latest electronic technology and a bit more go in its super-sized motor, it is a serious contender in the adventure bike market. But is Honda’s decision to move the stock bike more towards the off-road side the right one? ~ Jon Urry MCN Honda announced sweeping changes to its 2020 Africa Twin platform. And yes! Honda was listening, there is cruise control. And even more exciting and useful, the standard and Adventure Sports models (each of which are still available with either an improved manual transmission or a more advanced version of Honda’s automatic DCT) are lighter, despite receiving larger, more powerful engines. ~ Jamie Elvidge ADV Pulse

Continued from page 48

NOTHING BUT THE FACTS

“

ince the Africa Twin’s 2016 rebirth, it’s been gratifying to see riders gravitate to a practical-but-fun adventure bike,” says Chris Cox, American Honda’s Manager of Experiential Marketing/Public Relations. Chris is more than just another professional spokesman… he and Dealernews Off-Road Editor Charlie Williams have raced countless enduros against each other for the past 40 years. However, he does know his job… despite knowing Charlie.

Honda introduces the 2020 CRF1100L Africa Twin platform, whose two model versions return with even more ability to take riders anywhere while broadening options for how they can do so. Both Africa Twin iterations — the standard version and the Adventure Sports ES — are lighter despite receiving a larger, more powerful engine, and they also benefit from a much more advanced suite of electronic rider aids. The two types diverge in terms of specialization for 2020, with the standard Africa Twin honed to improve sporting and offroad performance, while the Adventure Sports ES benefits from technology to bolster comfort and confidence when tackling long distances. The 2020 Honda Africa Twin Adventure Sports ES is 3 pounds lighter than the 2019 Adventure Sports, features new Showa Electronically Equipped Ride Adjustment suspension (EERA), cornering lights, tubeless wheels, heated grips, an accessory socket, a larger adjustable windscreen, a larger skid plate, a lower seat than last year’s model, an aluminum rear rack and a 6.5-gallon tank. It will be available in March 2020 in Pearl Glare White/Blue for $17,199 with a 6-speed transmission or $17,999 with DCT.

Chris Cox, Chris Jonnum and Charlie Williams talk Africa Twins and DCT.

“For 2020, Honda has amplified what customers appreciate most about the Africa Twin platform — its ability to go anywhere, whether that means safety and comfort on the road, or performance and maneuverability in the dirt,” adds Cox. “With a long list of important updates to both model types, riders will find even more ways to pursue ‘True Adventure.’”

OCTober 2019

my nearly half-century on this planet. You’d think I’d have gotten it replaced by now). Anyway, as I mentioned, that was about 2-months ago. Fastforward, (“Skip-forward” for you younger folks), to a week before the production, which is where you’ll find my wife and I finally rushing to the local hardware store, Lowe’s and Wal-Mart with a list of items to construct what I’d envisioned 7-weeks earlier — The Little’s infamous procrastination strikes again. Over the course of the next several days, I spent hoursupon-hours doing something that I actually love to do: cutting, shaping, painting, molding and fabricating an idea into reality. The end result of those many hours of labor being a complex, yet lightweight candelabra “headpiece” and “hands,” complete with functioning, flickering-chaser LED candle flames that are bright enough to be seen easily from the darkened theater stage! I was stoked with the result! So much so, in fact, that I put the three pieces on and posed for photos that I quickly uploaded to my social media account for the world to see! So much for modesty, but then, these things did turn out to be pretty awesome. The candelabra bases were a shiny gold with Gold Flake Sequin overspray, topped with “Candles” that I did in a shiny metallic off-white to give them the look of an old paraffin-wax candle.

THE FABRIC OF OUR COMMUNITY So-Sew… By William Douglas Little

art of being powersports dealer is being woven into the fabric of your community. That means supporting the local little league, participating in the parades with those wacky Shriners, buying Girl Scout Cookies… you know the drill. For better or worse, your customers become a part of your extended family and you become part of the community. So about two months ago, my wife’s sister called to tell us that my niece had landed the role of “Lumière” in her Middle School production of Disney’s Beauty and the Beast. To properly appreciate the significance of this, you have to understand a couple of key things… One, we all live in a small town, so the school forking-out the money for rights to a Disney musical for 7th and 8th Graders is pretty much unheard of; And two, if you ever have the pleasure of hearing this child sing, you will understand completely. Think Mariah Carey’s voice packed into Dora the Explorer’s body and you’ll pretty much have a mental image of what is happening here! Now, whether I thought I was in contention for an “Uncle Of The Year Award,” a reflex action from my dealership days or I just momentarily lost my sanity, I’m not quite sure. But, for whatever the reason, an idea for her costume unexpectedly popped into my head from nowhere and, before I could trip the Brain-To-Mouth safety switch, I piped up with something like, “Hey! I’d really like to make her costume for this!” (That slow safety switch has caused me a lot of problems during

To finish the look, I took expanding crack-filler foam and made a “melted-wax” ooze over the tops of the candles, which then “ran” down the sides to fill the bases. Yeah, it was definitely brag-worthy.

However, as with many things in life, I found myself realizing too late that I wasn’t finished. The fun part — the part that I could fabricate with tools — now complete, my wife reminded me that there was the issue of the actual clothing portion. Unfortunately, you can’t just walk into a Thrift Store or Goodwill a week before Halloween and find a Lumière costume hanging there in the correct size, (or any size). This was something we were going to have to construct using other pieces of clothing, which meant sewing - Gulp! Worse, my wife doesn’t sew! Okay, look; most of my home efforts do fall under the traditional male role. I handle much of the outdoor stuff, (lawn care, farm work and livestock, fixing vehicles, drinking beer on the porch… um I mean studying meteorological atmospheric conditions), while my wife handles most of the indoor, (dishes, laundry, cleaning, etc.). Of course, we’re both more than willing to cross those boundaries to help the other. There is only one exception — litter box cleaning! I’m a giant-breed dog guy. I’ll tolerate her cats and their bad attitudes. I’ll even feed them and pet them from time to time, but I draw the line at letting them view me as a servant who flushes their royal commodes! I also do most of the meal preparation in our home, (if you ever tried my wife’s cooking, you’d understand). However, no matter how willing I am to help with the domestic side of life, I have never before tried to sew. I mean, like any good Scout, I can sew with a needle and thread, but when it comes to sewing machines, seam bindings, rickrack and that sort of thing, I’m dangerously lacking. Nonetheless, I set out to finish the project I’d started. I got my hands on a sewing machine and watched a couple of YouTube videos for training, then dove into making a beautiful costume for my niece’s play! In no time, I had that machine hammering away, stitching beautiful rows along the edge of a coattails jacket; opening arms and adding brilliant bling to a formerly-hideous gold sequin oldlady vest and sewing edging onto some stretch-pants that I’d later spray with a shiny gold glitter… At least, that’s what I thought I was doing. In reality, I learned that there are some tasks that are simply not suited to some people. Operating a sewing machine, for example, when you have huge paws that are too large to maneuver close to a needle-head that is hammering up and down at a high rate of speed — very bad idea. When that thing comes down and smashes a finger, it’s far worse than cracking a knuckle on a corroded cylinder head! And, the frustration involved in running the thread through its intricate windings, then threading it through the head of a needle is enough to drive any man to madness! The things we do for family, friends and customers! How “sweet little old ladies” are able to perform this task, day-in and day-out, while still remaining “sweet” is completely beyond my understanding. Once I had overused all of the known curse words in the English language, I started making up new ones before finally frothing at the mouth and speaking in tongues! An hour into the task, I realized that I had sewn seam binding, (a process of folding a long piece of thin material and holding it in place along the edge of the material with one hand while you line everything up beneath the sewing foot with the other hand and lower the mechanism into place with your tongue), onto the wrong edges of the jacket, completely rendering the jacket’s buttons useless. After two hours, I realized that I’d sewn the vest to one leg of the pants. The end result being a snagged, uneven set of clothing that I ultimately tried to spray paint, (yes, with regular rattle cans of spray paint from Lowe’s), then dusted with the glitter paint in an attempt to hide the imperfections. Long story short, if you attend the Middle School musical, you’ll see Lumière on stage. She’ll have the voice of a flock of angels, the candelabra components of a Broadway production, and a mixture of store-bought clothing obtained by her mother and grandmother the day before the play. Believe me, that last part is far better than the custom-made clothing. As for me, I’ve learned my limitations as a costume designer. I’ll leave the sewing with the litter box cleaning where it belongs… in the capable hands of someone else!

William Douglas Little is a former radio personality, stand-up comic, an auctioneer, a former multi-line dealership owner an author and a father of three. He lives on his farm in rural Missouri with his wife Beth. Find William’s book, “Mexican Bowl Fishing: And Other Tales of Life” on Amazon.

OCTober 2019

and even then it’s still not long enough. I’ve been in the game for 28 years and I would have a hard time calling myself an expert, but I am confident in knowing the do’s and don’ts the unwritten rules and the culture of this industry.

Personnel Files By Alex Baylon

HIRE OUTSIDE THE INDUSTRY… Are You Crazy?

ire outside the industry. People think I’m nuts to blaspheme the motorcycle market by even suggesting a “car guy” — or even worse — could help. “The motorcycle industry is too specialized” or “the powersports market doesn’t pay enough to attract true talent” yada, yada, yada! If we had enough motivated, talented and available motorcycle industryspecific candidates available, then I would be willing to go back to the well first… However our talent pool has dried up in many key areas. People in this industry are pretty picky about what they want, especially given what they are willing to pay compared to many other fields. Should You Hire Outside Your Industry? Why is our industry so finicky? Everything I’m about to write is strictly my opinion, but I have a feeling that i could get 99% of the industry insiders to agree. So let’s cover what makes someone an industry expert or insider… or even remotely qualified to have a job in the powersports industry. If you asked people how long it takes to become an expert in a specific discipline, most would share the so-called “10,000hour rule of deliberate practice” to reach mastery (courtesy of Malcolm Gladwell). So roughly 5 years. Personally I feel you need experiences in different jobs and roles to really get the lay of the land…

There is a real need for skilled management in the majority of our industry — i.e. dealers, aftermarket parts manufacturers, service repair shops, gear and accessories operations. Not big enough to need to hire an outside pro, you say? I can definitely name plenty of “mom and pop” businesses that easily clear seven figures! Or how about a brand created by an ex-racer that grew past his abilities? He might still be the fastest guy around the track, but that doesn’t always translate to being the sharpest knife in the business drawer, if you know what I mean. This industry tends to recycle its employees… and that’s just the way it’s always been. A lot of the hires happen because you are well connected and know the right people. Honestly I don’t see that changing anytime soon,.. but have you ever noticed what happens to companies in the motorcycle industry that decide to hire new management, VPs and even presidents without industry experience? Are you looking for immediate impact, or a long-term bump in your talent? Sometimes, a new hire is expected to produce immediate results. That is not likely to be a position that will be filled adequately by a candidate from outside your industry… I get it! But if you are looking to boost leadership and general talent capacity, then a left-field hire can be a perfect fit. Many of the world’s largest companies – IBM, eBay, American Express, Ford, AT&T and General Motors to name just a few – have enjoyed various levels of success by bringing in CEOs who previously toiled in significantly different industries. Why is it that the opposite seems to happen in the motorcycle industry? Most of us have seen, heard or even worked for companies that have handed the reigns over to leadership without industry experience. Why could I get most of the industry insiders to agree with me that this isn’t a good idea? So What Happens? Why don’t the typical rules of business apply to powersports? Take for example “if nothing changes, nothing changes” scenario — if a company continues to hire people with the same experience and background, they will continue to hire people who will get them same

results. Like it or not, this is going to be true down to the dealership level. However, hiring in a newcomer from an outside industry clearly sends a message that change is needed. Unfortunately this is where in the motorcycle industry the employees tend to get fired up and the “new guy” is seen as a threat. Rather than recognizing change is needed, the resistance to the “outsider” is going to mount as everyone secretly waits for the new guy to fail rather than making any of the needed changes. “Hiring a newcomer from an outside industry helps sends an inescapable message that change is necessary,” says Robin Silverman, Senior Consultant, Talent Management, Right Management, a global leader in talent and career management workforce solutions. “However, it’s critical that current employees understand that change doesn’t necessarily equal loss.” Devil’s Advocate The article goes on to say that the left-field candidate – a top talent that comes from a different industry with an atypical resume – can be, under the right circumstances, a tremendous advantage. Among the key reasons cited is the fact that the candidate can inject energy into a stagnant workforce. This new hire does not view the work as the “same old-same old.” As an armchair quarterback, it’s easy to say, but one surefire way to change things up within any organization is to hire outside your industry…. And I can see you rolling your eyes! We have all experienced cases of car guys coming in telling us how they are going to “revolutionize the backwards motorcycle business” only to go slinking out the back door with their tails between their legs almost as quickly as they came in. Okay, change isn’t always good… and even though something may sound great on paper. I will be the first to admit the outside guys need to be viewed through an insider’s filter and closely monitored in the beginning. The recent example of the Microsoft executive who purchased Hinshaw’s Motorcycle Store changed it to NobleRush and promptly dragged Indian Motorcycle of Auburn, Ducati Seattle and iconic Ride West BMW Motorcycles straight into bankruptcy. But I would offer that was a case of no adult supervision or the Microsoft guy ignoring senior management’s concerns. Pros & Cons “Regardless of the goal for the hire, he/she may never get the acceptance necessary to move things forward,” says Silverman.

“However, if present employees understand the reasons behind the hire and have a hand in selecting the new person, it’s possible that the addition will generate enthusiasm and excitement that old, annoying problems will finally be solved by the inclusion of fresh ideas and approaches.” Silverman listed these pros and cons of hiring outside your industry: Pros 1. Drives innovation; brings in fresh approaches that can be applied to Gordian knots that have resisted all internal efforts. 2. Can potentially diversify the worldview of employees and their ability to accept and adapt to others. 3. Can accelerate the implementation of business strategy if the newcomer brings unique skills that are critical to its execution. Cons 1. Can trigger a higher resistance to change among those who already dislike it.

2. New approaches may not be appropriate or achievable in the new environment. 3. Newcomer may be shunned or excluded from intact teams, or have his/ her ideas marginalized. Another article titled Why You Should Hire People Outside Your Industry concluded that constantly hiring within one’s industry “can cause you to lose focus on other important skills like problem solving, leadership, team-building, project management and adaptability. These traits, often known as soft skills, go with employees to any job, regardless of company or industry.” Street Cred? The team at Naviga Recruiting and Executive Search says hiring outside your industry can help with your company’s reputation: “Companies that restrict hiring to industry-only candidates give off the perception that they’re resistant to change. Top talent is attracted to companies that are using best practices and offer the opportunity for growth, not companies that always want to stick with

what’s safe and comfortable.” Hiring from the same, like-minded group of people is ideal if you want to keep ending up with the same results, points out the experts from Naviga. “If you want to promote change and innovation, consider hiring outside of your industry. Someone who is not familiar with your industry can provide a fresh perspective and outlook on the way things are done at your company.” Should you consider hiring outside our industry? As these points prove – yes you should. In my opinion it’s perfectly okay to source good people from outside our own insular and evaporating talent pool… with one key caveat. Hire outside talent into this business under experienced industry leadership, not to run a company. Change things up without losing sight of what has gotten you where you are!

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. OCTober 2019 55

INSIDE LINE ON DUNLOP’S TRAILMAX MISSION Dunlop Re-Asserts Itself In The ADV Market By Scot Harden

here is no question that the Adventure motorcycle market, and its sibling Dual Sport sector are two of the hottest segments in motorcycling today. Record sales and younger trending demographics have led to increased focus and attention by all the major manufacturers with hot new models pouring out of factories. Couple this with a robust — some might even say, hyperactive aftermarket — and there’s never been a better time to be an adventure/ dual sport enthusiast. The market is so hot now, with so many new products and services being launched lately, it would be easy for any company bringing an all-new product to the category to get lost in the shuffle.

Not so for Dunlop. From my perspective, Dunlop is to motorcycle tires what Apple is to computers. So when I caught rumors Dunlop was bringing an all-new Adventure tire to market, I was immediately curious about what they would deliver. After all, Dunlop as a brand is synonymous with performance both on- and off-road. They’ve dominated Supercross and Outdoor Motocross competition for years while at the same time racking up numerous off-road titles and championships. On the on-road side, Dunlop is heavily involved in MotoAmerica and AMA Superbike competition using it as a test bench for its on-road offerings. No doubt, the company has serious cred in both segments, but what about where the two meet? This is the inside story of what happened when one of motorcycling’s premier tire manufacturers brought its considerable design, technical, and manufacturing capabilities to bear on a single goal; creating the world’s best 50/50 Adventure motorcycle tire. We were given allaccess to the all-new Dunlop Trailmax Mission and how it came to market… but first some background. Backstory In the interest of full disclosure, I’ve known VP of Sales & Marketing Mike Buckley and the staff at Dunlop for years. I’ve been sponsored by Dunlop or associated with them as a contracted racer, through race team sponsorship at the OEM level (e.g., KTM and Husqvarna), tour operator and as a race promoter. I have a deep and abiding respect for their commitment to racing and their dedication to motorcycling. I can tell you from personal experience that motorcycle product lines that co-exist alongside automobile and truck product lines often play second fiddle to their much larger corporate counterparts. It’s a continuous struggle for resources and attention from shareholders and boardrooms when it comes to making additional investments in new product offerings. However, Mike and the team at Dunlop have successfully navigated this landscape for years keeping the Dunlop Motorcycle Tire brand at or near the top in terms of market share and brand image. When Mike contacted me a few months back asking if I wanted to work with them on the inside story of their latest foray into the Adventure motorcycle market, I didn’t hesitate to jump on board. I knew it would be an interesting story, a story relevant to the overall motorcycle market, and more importantly, to my favorite group of riders, adventure motorcycle riders. So with that as background, let’s start by setting the stage for Dunlop’s Trailmax Mission project. The Mission For the record, the Trailmax Mission isn’t Dunlop’s first foray into the ADV tire market. Dunlop has had product offerings focused on the street side of the on-road adventure touring market with the 100% street dedicated RSIII line and the 90/10 TrailSmart line for years with great success. On the other end of the spectrum, Dunlop has offered the 20/80 dirt-oriented D908RR (a model yours truly logged thousands of miles on during its initial launch period in 2006-07) and the ever-popular D606 series supporting riders looking for pure dirt performance in a street-legal DOT package.

A quick look at both ends of the spectrum and Dunlop has the bases covered. The premise going into the Trailmax Mission project was that a hole remained in the middle of Dunlop’s ADV tire product line strategy, the area where arguably most modern adventure riders live, a true 50/50 tire. But before Dunlop started the project or cut a single tread pattern in a blank carcass, they wanted to understand the typical “rider” better. As far back as 2017 they started doing their homework. Dunlop undertook an in-depth market research program to understand what the market truly wanted. What bikes were being ridden? Where did riders spend their time? On-Road? Off-Road? Percentage? Where were people actually riding? Road Conditions? Highways? Back Roads? Gravel? Sand? Single Track? Likes? Dislikes? Dunlop attended rallies, talked to riders and conducted surveys. They closely followed the sport through social media. They especially wanted to understand the difference between perceived rider needs and actual needs. After all, most every adventure rider dreams of doing Dakar, but few ever see serious off-road conditions, and in most cases, the performance balance lies somewhere in the middle rather than at either extreme. For two years, Dunlop did its homework and in the end, came to the following conclusions. First, as simple as it may sound, Dunlop found the majority of Adventure riders are merely looking for the capability to go wherever they want, a tire up for the widest variety of conditions possible and most important of all a tire with decent mileage. The research revealed that on-highway performance was an essential part of the performance profile of the tire as long sections of highway were unavoidable, even for the most die-hard off-road adventure rider. The breakdown of factors going into the purchase decision revealed that for 34% of the riders surveyed on-road performance, and in particular, stability at high speed, was crucial. For 32% off-road handling and performance were paramount. Most interesting, and probably the most telling of all the feedback they received, was that of all the negative comments they received the single most often complaint was in regards to tire longevity/mileage, the lifespan of the tire. From the data, they determined a 50/50 tire with excellent performance both on- and off-road road that yielded upwards of 6K miles in real-world range would be classleading and anything above 8K — off the charts! At least now the product development team had its marching orders… its “Mission” as it were. Starting With A Clean Slate I am fascinated by product development and manufacturing. I have been fortunate to witness world-class companies including KTM, Husqvarna and Zero Motorcycles start with a blank piece of paper and an idea, then create a design and a prototype, validate it through rigorous testing, turn it over to production, sourcing and manufacturing, and ultimately watch raw materials go in one end of the factory, and amazing finished goods come out the other. I’ve experienced this same process with several aftermarket accessory manufacturers as well.

For Dunlop, the process was no different. I was fortunate to tour the Dunlop’s Buffalo headquarters and manufacturing facility and watch tires being made from scratch, from the blending of the raw materials that make up the various rubber compounds to the creation of the fresh carcasses (i.e., “green tires), to that green tire going into a mold to be cured. I actually felt a “hot” tire just after coming out of the mold. What a beautiful thing to experience! I also had an opportunity to spend time with the product development team to learn about the process and methodology that went into creating the new Trailmax Mission. Dunlop project managers Ryan Kuhlman and Ron Winkleman walked me through the process step-bystep. Both were deeply involved with the project, including field trips to attend Rallies and to interact with customers as often as they could. They shared early on that the enthusiasm and passion they felt amongst the adventure crowd were infectious and a significant factor driving their commitment and dedication to the project. After confirming the various tire sizes required to address the majority of the market, the real work of testing tread patterns and designs began. Fortunately for Dunlop,

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OCTober 2019

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they weren’t working from scratch. Their long history and experience with tread patterns; profiles and compounds established a fantastic baseline to start the project. Added were an array of resources including high tech computer modeling showing contact patch, relative grip and heat profiles to the more low tech ability to have a continuous flow of hand-cut sample tires for real-world testing meant the project could proceed at a rapid pace. In addition to their in-house capabilities and resources, Dunlop benefited from its relationship with sister company Falken Tires as well. Falken Tires and their highly popular Wild Peak All-Terrain tire have been making a real splash in the off-road car/truck tire market in recent years with some innovative new tire design features on the sidewall as well as it’s rugged and rigid “tread blocks.” Falken’s contributions helped improve design aesthetics for the Trailmax Mission

while also helping serve performance by assisting the tire eject gravel and small rock build-up. Real World Testing Once the most promising designs were settled on, realworld testing began, and what more could you ask for than the world-class test facility Dunlop has in Huntsville, AL? With a road course and motocross track, plus access to hundreds of miles of trails and back roads in nearby West Point, AL, Dunlop has everything it needs for serious tire testing. Most important of all Dunlop has Clark Stiles and Taylor Knapp on their testing team. Clark’s background as a former professional Supercross and Motocross racer covers the off-road side of the testing while Taylor’s history as a former AMA professional roadracer ensures the street side of performance wasn’t overlooked. Between the two of them, the amount of product knowledge, pure riding skill, and feel for the bike was a tremendous asset to the project. Not to be confined to eastern conditions, testing was also undertaken on the west coast and in the California desert to make sure the concept worked for a wide variety of riders and conditions. After touring the Dunlop factory and talking to the product development team, I traveled to Huntsville to spend time with Clark and Taylor testing at the Dunlop test facilities in Huntsville and West Point. We also met in California to test in western conditions as well. To say participating in the testing process was an eyeopening experience would be an understatement. As a professional racer, I have been involved in many a tire test session, but nothing on this level. Suffice it to say I have a whole new level of appreciation and respect for all the hard work and dedication the team put in on just this project alone.

You could tell it was important not only to them but the entire Dunlop team and that everyone had a stake in its failure or success. It was clear throughout that this was a Dunlop “Team” project and a US Team project at that since the new Trailmax Mission would be manufactured in Buffalo. With this as the backdrop, I’d like to share my thoughts about what Dunlop has achieved with the Trailmax Mission. Design Brief Let’s put tire selection in perspective as far as its role in the adventure riding experience. From my viewpoint, no other item on an Adventure motorcycle is as important as the tire selection. By its very nature, the task of finding the right tire combination is complex, and ultimately a matter of compromise. We want a tire that can work across a wide variety of conditions and because today’s machines have so much performance and capability, tire selection is the most critical factor. It not only impacts your ride experience, but ultimately the control you have over the machine, and your safety as well. For years everyone has sought the holy grail of legit offroad performance and grip while still offering predictable cornering and stability on the street. And for most that remain a compromise. I have ridden practically every combination and model of adventure tire available today. Some work quite well off-road, but leave a lot to be desired on the street, a condition that you can only experience when riding a good street tire back-to-back with a more aggressive off-road oriented adventure tire. Some approach a fair compromise, but may leave a sour taste due to wear factors that are less than ideal. The good news is that the industry as a whole is focused on finding solutions, and that’s where the Dunlop Trailmax Mission comes in. “Rode” Tested I spent a considerable amount of time testing the Trailmax Mission on both street and off-road conditions, east and west coast, and on a wide variety of bikes including a KTM 1290, Honda Africa Twin, Suzuki VStrom and BMW 1200 GS. Across this group of bikes, it thoroughly lives up to its billing as a 50/50 Adventure tire. Honestly, the street performance was almost a given in my book simply because of Dunlop’s on-road performance reputation. The amount of cornering grip and adhesion was phenomenal even after getting caught out in wet conditions in a thunderstorm in one of our western test sessions. More importantly, and a handling characteristic I find of increasing value the more I ride, was the straightline stability and tracking of the tire at high speed. Frankly, I had not noticed how compromised some of the more aggressive off-road adventure tire tread patterns had become in this area until testing the Mission back-to-back. Where I was most impressed was when we hit the dirt. The Mission more than lives up to the billing as a 50/50 Adventure tire. If anything, it tends more towards a competent offroad tire, especially up front. I live and die based on the feel of the front tire. I have to have confidence in the amount of grip it provides since in most cases, I steer using the rear tire. The Mission front tire flat out works on loose gravel and decomposed granite roads always feeling planted and secure. The rear tire as well supplied a surprising amount

of grip. In fact, the more you measure the overall gripping surfaces on the Mission, the more favorably it compares to 60/40 and even 70/30 biased off-road tires. One of the first things you’ll notice about the Dunlop is the overall stiffness and strength of the tire itself. This is one well-built tire… so much so I felt comfortable running a few pounds less pressure than I normally do. While Dunlop recommends never running less than 10 lbs. below placard, I felt comfortable running the tires near those limits. On my KTM 1190 ADV R that meant 35 lbs in the rear and 30 lbs in the front. In addition to the outright performance of the tires, the other bright area for the Mission is its longevity. Initial durability testing has been extremely positive with 8K miles achieved under normal riding conditions. Of course, actual results will vary depending on the rider, the motorcycle and the terrain, but at least the initial results are very positive. The Bottom Line No matter how you measure it, Dunlop has at least checked the box on the most important of its design targets, which bodes well for the tires. Factor in a competitive pricing strategy at retail, include a re-sizing of the popular D908RR to 150/70-18 and it’s clear Dunlop is staking out a claim to being a serious competitor in the adventure motorcycle tire market. They have also paired the D908RR with the class leading D606 front tire further assuring Dunlop’s adoption by serious off-road adventure riders. Of course, time will tell, and the market will be the final judge on all this. But, at least for now, ADVmotorcyclists have a whole new player to consider when it comes to their tire needs. The new Dunlop Trailmax Mission was well worth the wait and is the cornerstone of renewed commitment toward the adventure and dual-sport market by Dunlop. Sometimes it’s better to be fashionably late to the party to draw the most attention. You could say Dunlop just pulled a page out of that playbook. Now, let’s see what the rest of the world thinks.

OCTober 2019

Confessions Of A Customer® By Eric Anderson

ADVENTURES IN RETAIL!

Are You Just A Dealer... Or Are You An Adventure Center?

he clinical definition of insanity is doing the same thing, the same way over and over yet expecting a different result! The paradigm has shifted, but many of you are still stuck in low gear. Time has come to click it up into 6th and twist the throttle to the stops! Maybe you have been going about this all wrong? Many dealers still think they sell powersports machines, parts and accessories to make a living. WRONG! What if you owned a SCUBA store in winterized Canada or a Colorado ski dealership in summer? What would you sell in the off season? Other adventure-related products, of course! In the case of Canadian SCUBA guys, you would offer snorkeling tours to Aruba in the winter. And the Rockies ski retailer takes tours to Chile during our summer months. If you own a powersports dealership in the sunbelt, you still should be asking yourself what you are really selling each and every month of the year. Are you just offering motorcycles... or selling music to my ears? If you look at typical brick and mortar retail operations, things are tough all over. Malls, chains, outlets and corporate stores share your same problems: a decrease in floor traffic coupled with continually increasing expenses. Time to break out of the downward spiral! FYI the vacation industry is booming right now! A study from research firm Mintel (www.mintel.com) states “... the strongest growth from any spending category is

vacation travel.” Just ask AirBnB. The American consumer is shifting his POV. People are spending more money on “experiences” rather than “products.” To customers this means less cluttered garages and more expensive trips (to you this should mean it is time to find another profit center, pronto). It’s not just the GoPro/selfie generation that is experiencing this behavioral re-boot. EagleRider, the industry rental and tour company, is thriving right now, both nationally and globally across all demographics. Why? Because they sell adventure (travel) first — then all the other goodies come along for the ride. Club EagleRider offers adventures, not product rentals… for only $29 a month. Notice it is a (pre-paid) subscription model — NOT a rental or purchase model. The goodies (earned credits) can include bike rentals, gear, souvenirs, travel, group tours… they even sell used motorcycles. They are a well-branded adventure center which also happens to offer temporarily what you offer permanently. Polaris Adventures is doing the same off-road with their UTVs. Flip flop? Time for you to flip on how you perceive the market... or flop in the wake of the adventure businesses’ successes. My Millennial-aged daughter and son-in-law spend more of their time figuring out how to be “outside” than they actually spend outside. Why? Because their generation is burdened by fluorescent-lit labor pools brought about by the Age of Information & Technology. They are trapped in cyber-savvy, dog-friendly, Red Bull lubricated, beanbagequipped prisons. Just getting outside is increasingly becoming a problem in our society... even if you live in the sunbelt, there just isn’t time to get outdoors! This paradigm shift in society is also cutting back on your floor traffic. Even with flex schedules and tele-commuting, it’s tough for many people — Baby Boomer or Millennial — to escape during business hours. Since we can’t easily breathe fresh air and put a little daily adventure in our lives... we can dream about it and research it on the Internet. The very definition of the word “adventure” may have devolved as a result of these Disney-esque societal and glamorized generational changes, but that has also made the word itself more applicable to the masses, not just the Thor Heyerdahls and Sir Edmund Hillarys of the world. “Adventure” has meant so many different things to so many different people and different generations. To some, it’s a ride to the local tavern on a cruiser and to others it’s a trek to the tip of Tierra del Fuego. To others it’s donning a pair Oculus VR goggles (including at recent OEM dealer conventions) in order to “go for a ride.” Patagonia’s Yvon Choinnard, the inventor or modern mountain climbing equipment, describes adventure as “beginning after everything goes wrong!” Hey, the adrenaline really starts to flow then so maybe he is right! Regardless of the location, the definition of “adventure” should remain a personal decision. It “means what it means” to the customer. Rather than trying to impose your definition of what “real” adventures are in your world, you should be cashing in on this word’s broader societal meaning.

What if your business started selling adventures instead of motorcycles? Interpret that two ways — literally and metaphorically. Provide new customers honest-to-goodness ways to escape their self-imposed “boxes” on these marvelous machines in more ways than simply selling them. At the same time, offer experienced customers terraced levels of trips, clubs, tours and trails where they can use the machines — either theirs or yours! No cost to you, really — only ideas on where to use their motorcycle, ATV or UTV. Voila! an adventure combo pack. Everyone else is doing it with adventure packages: zipline tours in Costa Rica, hiking treks in Grand Canyon, skydiving over Maui, snorkeling through the Keys, yoga paddleboarding on Lake Tahoe, horseback camping in Idaho, meditation escapes in Joshua Tree National Park, Spartan races on military bases, Indiana Jones Adventure at Disneyland — oops! Did I really say that? The point is that every other Mickey Mouse industry in the world has gone after the “adventure” aspect. Why not you? The question is why aren’t you offering similar adventures for your local (and global) customers? Or are you just a powersports dealer rather than the ultimate adventure center? Dealers have tended to leave the “adventure” part of the equation to their more creative and self-initiating customers of the past. No longer! Modern customers don’t have the creativity or time to figure out the full-escape puzzle. After selling the “why” the dealer also needs to demonstrate how, where and when to use these machines. Get creative! We know adventure experiences are what people want to buy now more than ever. However, they don’t necessarily want to invest in expensive heavy equipment — it’s hard to carry around! Trying a new sport is often experienced on vacation when there is time and a convenient opportunity. Money is never an objection because all bets are off when you are on vacation. Bring on the scooter rentals, parasailing, resort SCUBA diving, zip lines, boat tours and more. How about opening up a travel agency desk in your store... whether your store is in a travel destination or the opposite? Could you offer this “try before you buy” renting scenario so it feels like a mini-vacation in your dealership? Renting becomes a solid option — perhaps better than allowing risky demo rides (for free). Would you rather have customers going to EagleRider to “test ride” a current model rental bike? There is a chance they could love it and end up buying it out of their fleet instead of your showroom. Customers are also not as “hard core” as we (they) used to be. We don’t want to spend a lot of money for something that sits in the garage 6 days of the week or more, so booking a two-week travel adventure “experience” somewhere becomes a better option. Customers have changed and need your help to paint the picture of adventure... and make it easier to experience it. You need to change too by upping the experiential factor a few more notches with a remake of your new adventure center.

FIVE THINGS TO DO

s Master Yoda said in Star Wars, “there is no try… only do!” You definitely need to do some things differently in your business to entice new customers to come in. In no particular order, here are five ideas to try… scratch that, five things to do in order to add some adventure to your business: 1) Become a travel agent, tour organizer or adventure club. Like a Canadian SCUBA dealer once told me, “In winter, we have movie nights, sell package tours and dive in the Caribbean.” Maybe some of your customers would want to stretch their wings a bit and adventure to a nearby national park... whether it’s better weather or not. Can you help organize their trip or lead one for some of your customers? Heck! Provide a sign-up sheet, a GPS track and a departure date, then leave the rest up to them. At least it creates a sense of urgency... and a need to buy more accessories from you. 2) Develop and share local points of interest to be seen by motorcycle or an OHV. Specialize in your region... and attract riders from inside and outside of your area. Advertise or share this information via social media and geo-location so customers from outside your community will make you a destination... buying and adventuring. 3) Bolster your community’s support of motorcycle and off-road adventures. I was in Moab, Utah, last week and all I saw were adventure tours on every corner! Get into downtown city parades. Offer “Newbie Nights” at your dealership. Ask the mayor to declare a Motorcycle Week in your town? Stage an Adventure Rally starting and finishing at your dealership. Organize OHV clean-up days with clubs, BLM or USFS... All this becomes social media fodder and builds the word-of-mouth (SEO for you Millennials) attraction to your area. 4) Do a better job displaying and selling gear. I have met more people lately—men and women—who tend to get into a sport because they love how the gear makes them look. Skiers, mountain climbers, SCUBA divers, motorcycle riders. Sheesh! It sounds so self-centered to say but remember how customers have changed the way they take photographs in recent years — they’re IN all their own photos. These selfies get constantly posted on social media sites in an attempt to out “badass” their peers. Instagram is now how many people perceive themselves. Sell them a motorcycle so they can wear the cool gear and become the person they have always wanted to be! 5) Do you organize occasional track days or off-road trail rides for your customers? Why not stage adventures for the non-racing customers? Help them get over their fears and intimidations by making it safe physically and emotionally. Time to go WFO and bring the “experience” to the masses. The bottom line is that you are crazy if you don’t transcend beyond being a simple seller of machines! Become an “Adventure Center” so customers of all ages will come to join the new exciting culture offered by your business. As Master Nike admonishes: OCTober 2019 61 Just Do It!

MEMBERSHIP Dealers! Save Money and Get Free MIC Membership Matt Tanzy and Gene Lydick of the MIC BankCard Program tell dealers how to save money, get free MIC membership, get access to MIC data and statistics, and much more.

MIC PROGRAMS “Mimi and Moto” Creators Win 2019 MIC Gas Tank Competition Nancy Gerloff and Mark Augustyn, creators of Mimi and Moto, cartoon monkeys that help introduce children to the joys of the motorcycle lifestyle through books and other products, were named winners of the 2019 Motorcycle Industry Council Gas Tank Competition. Gerloff and Augustyn were among five finalists who got a chance to present their idea and business plan to a panel of judges during AIMExpo presented by Nationwide last month. All finalists were also given exhibit space at North America’s largest powersports trade and consumer show held in Columbus, Ohio. Read More

Nancy Gerloff and Mark Augustyn talk about how Mimi and Moto can help introduce kids to motorcycling and inspire them to ride in the future. Their two children’s books and kids’ T-shirts are available at mimiandmoto.com. Books are also available on Amazon.

Preserve Protect, Promote You take care of business. We take care of the business environment. Strong, effective representation in Washington, D.C. and state capitals • Vigorous media outreach • Industry statistics source Sales data • Educational symposiums and networking opportunities Join MIC’s 650 member companies and strengthen the industry. Visit the MIC Business Center on the AIMExpo show floor at Booth #141 to learn how your company will benefit from membership, including how to get $200 or more off your 2019 AIMExpo Booth.

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and sustainable trail development. Although not officially affiliated with NOHVCC’s Conference, attendees were treated to the premiere of “Strong” — the Destry Abbott documentary.

FROM HUMBLE BEGINNINGS NOHVCC Congregates In Reno by Donald Amador

hile half the Dealernews team was in Caliente, Nevada, with the Honda folks for the Talon 4 unveiling, I was joined by fellow columnist Eric Anderson on the other side of the Silver State in Reno for the 2019 NOHVCC Conference. The National Off-Highway Vehicle Conservation Council (NOHVCC) is one of those unsung nonprofit public benefit organizations that is an important part of the broader national OHV advocacy team. Over the past 30 years, the OHV advocacy “industry” has grown from humble beginnings (often starting in somebody’s garage or basement) into a highly effective fighting force of professional consultants, non-profit educational and stewardship organizations, clubs and associations, supporting foundations, and lobbyists. Since its founding in1990, NOHVCC has been on a mission to create a positive future for OHV recreation by providing educational resources for individuals, clubs and decisionmakers to promote safe and responsible OHV recreation. More than 100 movers and shakers came together at NOHVCC’s 2019 Annual Conference, kicked off by a mobile workshop held at the Prison Hill Recreation Area in nearby Carson City and included a tour of the area with discussion regarding successful management practices

However, the key component on the conference agenda was the workshop focused on the various leadership roles of the powersports dealer was highlighted in several forum discussions. In some cases, a dealership will host important OHV club or stakeholder meetings to discuss local access issues. Or, shop owners can support trail maintenance volunteer projects with post-event prizes or a BBQ to recognize the contributions made by clubs and their members. Dealers can also include a free membership with the purchase of a new vehicle to an advocacy organization to help support their programs to protect and promote sustainable OHV recreation at the local, state or federal levels. Powersports dealers who are exploring new marketing strategies might want to consider partnering with advocacy organizations to help ensure their customers have access to legal trails and riding areas. NOHVCC has a mission to further a positive future for responsible OHV recreation. Dealerships wanting to build a similar future for their business and clients might want to consider embracing a comparable theme. Attending the 2019 NOHVCC Conference in Reno this year reminded me just how important events like this are to the OHV community. It provides not only a lot of classroom and field education opportunities but more importantly, a chance to enhance existing relationships and develop new friendships. Annual conferences of this size require a huge commitment and team effort and that dynamic was in full force at this event. Thanks to NOHVCC and partners for helping make this happen. Thanks also to Polaris, Kawasaki, and ROXOR for supplying off-road vehicles for the field tours at Carson City’s Prison Hill OHV Area. For more details on NOHVCC, click here: https://www.nohvcc.org

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.

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Wünschisms By Uncle Paul

A War Story About Repeats & Referrals

t’s such a time-worn cliché, I hate even usin’ it: “Your best form of advertising is a satisfied customer.” Yuk!... But it’s true. Do your repeats come to you because you’re the only game in town? What’s your “street” reputation? Have you held on to customers 10, 15, 20 years? Are your customers the kind of people you’d want to hang out with during off-hours, maybe like friends? Is your service business going to flourish because you’ve gotta lot of advertising dollars to keep new mullets revolving through the system, or will it flourish because of repeats and referrals, customer loyalty? Anybody can get customers into your shop with enough advertising dollars, any time. Excellent work and up-front attitudes are what get them back. Every day, remind your service crew, “I can get them in the first time, you Aliens are what keeps the customers coming back.” We might oughta remind management (ourselves) of this from time to time, too. One of the reasons we get the reputation we have is because we’ve earned it. A lot of lip-flapping is going around out there, especially among scooter trash. Clannish damn bunch of yappers you ever saw. Uncle Paul realizes, of course, if the situation were really as bad as most customers portray it, the shop owner oughta be dragged out back and shot between the eyes. I’m also one of those types that if we can’t get both sides of the story, I don’t much care to hear about it.

Your kids and the bluetick hound you just bought may love ya, but take a long, hard look at how your customers feel about you, your organization, and what you’re trying to do down there. “Perception is reality,” Wünschism #2. Customers do talk among themselves — a lot. Years ago, the owner of a multi-line dealership here in Houston prematurely passed to the Big Beyond. He was the type of misguided individual who would brag to his salesmen and Aliens about how he just socked it to another “chimp” (his word for customer, not mine) on a bike or accessory sale. He got the biggest kick out of telling anyone who would listen how he ripped off this latest slob. When he died, his widow took over and started going through the books, and stumbled across widespread theft and dirty doings in the business. Seems everybody who knew this dead idiot had been snatchin’ and grabbin’ for years. Know why Uncle Paul thinks all that got started? The dead man had bad character, no moral fiber… flawed rule interpretation. Your Aliens From Another Planet know what’s going on throughout your organization. If you start that bottomfeeding business (gross violation of Wünschism #1, which clearly states: You can’t lie, unless it is about whiskey, war stories or bow-legged ladies), you have no moral high ground to stand on. Nothing’s there to prevent them from doing to you as you do to others.

You can’t lie, unless it is about whiskey, war stories or bow-legged ladies. Wünschism #1 Perception is reality! Wünschism #2 The word gets out. Your good work — your reputation for honesty and fair play — will provide sound footing for a healthy career in this industry. Reputation and respect are things you work on daily. Cherish your reputation, protect it, make it important to your business and self-worth. It’s one of those “lead by example” deals that sorta trickles down.

*Paul Wunsch was the owner of Love Cycles, a serviceonly shop located in Houston, Texas. “Wunschisms” are truisms that, according to the author, are often plagiarized or modified clichés – statements quoted so often that the employees of Love Cycles have numerically designated the most popular. Paul passed away November 21, 2003 but his wit and wisdom live on in the pages of Dealernews.

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TIRE MARKET ON A ROLL

hey may all just be round and black, but the tire market is where it is at for many dealers! According to the Motorcycle Industry Council’s Motorcycle Tire Sales Report nearly 1.5 million tires sold just in the January-June 2018 time frame alone. That figure is just for motorcycles and scooters… throw in all the ATV/UTV tires X4 and we are talking about a lot of tires!

This fact is not lost on the manufacturers. Scot Harden’s insider view of what it took to bring Dunlop’s new ADV tire to market featured in this issue helps illustrate just how much time, effort and resources go into a new tire… but it is worth it, at least in Dunlop’s view. As we saw at AIMExpo and Parts Unlimited’s North American NVP before that, there has been a ton of new rubber roll-outs recently. It isn’t just tires, either. Did you catch that trick tire mounting stand on the show floor in Columbus? Here is a round-up of some of the tire-related products that caught our eye in the past couple of months… and we are sure to see more in Milan during the EICMA show covered in the next issue.

Photo by Jeff Allen

OCTober 2019

GOOD THINGS COME IN SMALL PACKAGES

A two-year partnership agreement between the nonprofit Ohio Mini Roadracing League and Ohio-based Kenda resulted in a standardized tire for the popular mini roadracing competition class. Prototypes of the tire were tested by select OMRL races in 2019, and the new model, the Kenda Kuza, will be the spec tire for the OMRL’s Stock Moto Class for the 2020 and 2021 seasons… and hopefully to mini road racers across the nation in the years to come, notes Kenda’s Jason Baldwin. “Kenda Kuza tires will be produced in a 100/90R16 size and will feature a semi-soft rubber compound. Additional sizes and compounds may be released at a later date.” Stay tuned at: https://powersports.kendatire.com/en-us/

GET THE SCOOP FROM SEDONA

It is dune season when the lunatics come into the shops wanting paddle tires to spank the competition in Glamis. That is where Sedona’s “Dunatik” sand paddle shines! “The Dunatik gives you serious sand performance with its ultra-light carcass and paddle design,” says exclusive distributor WPS. “It gives serious dune performance at a seriously good price. It also brings traction and flotation to a new level. Ultra-light 2-ply nylon carcass design with an MSRP of $85.95 - $89.95 Dig into the details here: https://www.sedonatires.com/product/dunatiksand-paddle-tire/212399

DUNLOP CHANGING TIRES

Hot on the heels of the Trailmax Mission 50/50 tire profiled by Dakar racer Scot Harden in this issue, Dunlop announces it is changing the D908RR tire. Long a favorite of hardcore ADV riders, a new 150/70B18 size has been added, replacing the previous 140 size to accommodate more current models, including Honda’s Africa Twin, KTM 1190 and 1290R. Additionally, pricing for the D908RR line has been decreased. The new size will be available to dealers in November. Paired with the D606 front tire, customers have found the set-up optimal or tackling seriously difficult terrain. These DOT-approved tires perform well in hard packed terrain, road sections and even in sand and mud, and the D908RR tires incorporate heavy-duty casings for effective bump absorption and durability in severe conditions. Visit www.DunlopMotorcycleTires.com

TOOLS OF THE TRADE

Where the rubber meets the road is critical in virtually any forms of racing according to the pros at Intercomp. “The best tuned engine and most skilled racer will still be at the back of the pack without properly adjusted tires. Intercomp’s complete line of Digital and Analog Air Gauges allow for precise monitoring of tire pressures while Tread Depth Gauges and Durometers show the physical properties of a tire. If you are really getting serious about race rubber, Intercomp’s IR Temp Gun, Deluxe Pyrometer and Thermal Imager show the results of heat buildup across the tread. Celebrate Intercomp’s 40 year of providing tools for the trade at: https://www.intercompracing.com/

WHO’S THE BOSS

No, we are not talking about a Tony Danza sitcom! This “boss” is the QBT 454 Utility tire. “The greatest thing you can have on your ATV adventure is grip,” claims Tucker Powersports, exclusive distributor of the QuadBoss product line. The new QBT454 Radial Utility Tire is designed to provide a smooth and consistent ride as well as optimal traction in a variety of terrain. The non-directional tread pattern gets a 6-ply rating on 12” sizes and a full 8-ply rating on 14” sizes. Retail Prices start at $91.99. More Info at: ttps://quadboss.com

TALL BOYS

STI suggests that when you are drinking tall boys, you should stick to lite… oh wait these “tall boys” are the new Out&Back Max 9.5 tire line, not beer. Lighter weight doesn’t mean watered down features though. “All four new sizes for UTV owners seeking the best allaround mud tire that also happens to be lighter and a better value,” says STI brand manager Colt Brinkerhoff. “By designing these new tires at 9.5 inches wide, STI was able to deliver tires that are lighter, better handling and available at a 15-percent lower retail price — all with top-notch performance — compared to similar 10-inch Out&Back Max tires.” Out&Back Max 9.5 tires are available in four sizes, from 28-inch up to 33-inch. Like the original Out&Back Max mudders, the new 9.5 offerings use stepped 1.5-2.0 inch deep allterrain tread that tracks through mud and cleans well. And while the new sizes are lightweight, they remain durable thanks to their 8-plyrated carcass. Suggested retail prices range from $230 to $294. Click here: https://stipowersports.com/product/outback-maxd/

OCTober 2019

Having Honda helping to raise money and awareness is making a big difference, with the medical community now having a much better understanding of this complicated disease and how to treat it. However, we can and must do more.

Kids are the reason for Ride for Kids, offering them support and a fun day with motorcycles brings out big smiles!

WHAT A DIFFERENCE 30 DAYS MAKES

Traditionally, RFK events engage local clubs, dealerships, individual riders and other riding groups within certain geographic areas. In Los Angeles, RFK supporters gathered on Sunday, Oct. 20 at American Honda’s headquarters in Torrance, CA, to donate and participate in fundraising activities, hear from the foundation, and best of all, share motorcycling with patients (called STARS) and their families. Riders from all over Southern California came out to the event, including a contingent of sidecar and Polaris Slingshot owners offering seats for STARS to enjoy a ride. Complete with a police escort, more than 315 riders rode a 30-mile loop, enjoying ocean views and miles of smiles. After the ride, riders enjoyed lunch and a presentation highlighting everyone’s fundraising efforts. In the end, $125,646 was raised!

Honda Challenges The Pediatric Brain Tumor Foundation’s Ride For Kids Supporters To Track 250,000 Miles In Just 30 Days! By Corey Eastman

otorcycle people are good people, but you already knew that. The Pediatric Brain Tumor Foundation’s Ride for Kids (RFK) was founded on this very principle. Since 1984, RFK has helped make the Foundation the leading funder of research, treatment and support for kids with brain tumors. And Honda has been a supporter of RFK for nearly three decades.

“Let’s go!” Taking STARS (Kids who have survived or are currently fighting a brain tumor) for a ride is a great part of these events!

In the past, the ability to tie motorcycle riding to donations has not existed. However, with REVER, riders can track their miles and raise money with various types of sponsors, a motorcycle version of a jog-a-thon. To help test this new fundraising opportunity, as well as offer the best excuse ever to go for a motorcycle ride, REVER and Honda created a 30-day challenge, asking the community to collectively track 250,000 miles in the REVER mile challenge. If we reached that goal, Honda would kick in an additional $10,000 to RFK on top of their already generous support. Any reason to ride a motorcycle is a good one. Ride for Kids is perhaps the best reason ever!

The response was amazing. The motorcycle industry helped spread the word. Cycle News Magazine (sign up for free) not only published an announcement, but provided promotional ads to get the word out. REVER users shared on social channels and the miles kept piling on. By noon on Oct. 20th, 252,686 miles had been tracked. Job well done to all that helped reach the goal. Moving forward, REVER and the Pediatric Brain Tumor Foundation will be working together to create opportunities for riders to raise money for kids with brain tumors based on the riding they track in REVER. This will help extend RFK fundraising efforts and make an even bigger impact in finding a cure, as well as supporting the brave families currently battling this disease. Stay tuned for more information soon. In the meantime, join the Ride for Kids Community on REVER here: https://a.rever.co/groups/944 And check out Ride for Kids for event information and to contribute: http://www.pbtfus.org/rideforkids Honda’s David Wells and Peter Eastburn are joined on stage by REVER’s Corey Eastman to present the grand total of 252,686 miles tracked and an additional $10,000 donation from Honda!

OCTober 2019

On Any Sunday’s opening sequence of the kids screaming around the track on their bicycles was shot just up the hill from where the statue now stands. Brown mustered out of the Navy and made Dana Point his base of operations in 1958. Outside the motorcycle world, he is best known for the film, The Endless Summer (1964), which received a nationwide theatrical release in 1966. In fact, the iconic photo used on the film poster for the movie was taken at Dana Point’s Salt Creek Beach… where the bronze Bruce is still aiming his camera. “Bruce originally called The Endless Summer ‘a glorified home movie’ —That ‘home movie’ broke all box office records and put surfing on the world map,” said Dana. “Then he turned around and did the same thing for the motorcycle industry with On Any Sunday.” The Endless Summer was actually Brown’s sixth surfing film. But it was On Any Sunday that garnered an Academy Award nomination and is still regarded as one of the best motorcycle documentaries of all time. Bronze Bruce is good company along friends and fellow pioneers Hobie Alter (inventor of the eponymous Hobie Cat) and Surfing magazine’s first media star Phil Edwards’ statues located within the Watermen’s Plaza that honors prominent men and women in Dana Point’s history.

BRUCE BROWN’S ENDLESS SUMMER Filmmaker Immortalized In Bronze

lanked by a couple of vintage motorcycles and his favorite camera and tripod combo, the larger than life Bill Limebrook bronze statue of Bruce Brown was presented to the public. Although we thought it should have been on a Sunday, any Sunday, Dana Point City fathers decreed September 19, 2019 to be the day set aside to celebrate the life and accomplishments of the surfer-filmmaker turned motorcycle legend. “Wait, I thought we were here to talk about my movies,” joked Brown’s oldest son, Dana Brown (who did Dust To Glory, On Any Sunday The Next Chapter and Dust 2 Glory among other films). “Seriously, on behalf of the Brown family I would like to thank everyone who was able to make it to the Bruce Brown Statue ribbon cutting. It was a special honor to be recognized by the City Of Dana Point while surrounded by friends and family.”

Should you ever find yourself cruising down Pacific Coast Highway On Any Sunday during your own Endless Summer, stop by Watermen’s Plaza, located adjacent to the South Cove residential development and the entrance of Dana Point Harbor and check out Bruce Brown’s view.

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HONDA HITS MILESTONE 40 Years Of Made In America

ust before AIMExpo, Honda celebrated the 40th anniversary of production at Honda of America Mfg., Inc. in nearby Marysville, Ohio. Now the largest manufacturing employer in the state, Honda has come a long way from 1979, when the first 64 associates (including 11 engineers from Japan) were brought into the factory. The first president of Honda of America Mfg. Kazuo Nakagawa rode the very first CR250R Elsinore out of the dyno booth on September 10, 1979. Despite the fact that none of the first 53 American associates had ever assembled a motorcycle… and most had never even worked in a factory, their ability to come together as a team so impressed Mr. Honda himself, that the go-ahead was pretty quickly given to begin car production. Honda became the first Japanese automaker to build products in the U.S., on Nov. 1, 1982, at the adjacent Marysville Auto Plant. From 1980-2010 Gold Wings were made in Marysville and after that the factory switched to car production. Now Honda has five U.S. auto plants and in 2018, nearly two-thirds of all Honda and Acura automobiles sold in the U.S. were made in America. With 12 major plants in the U.S., Honda also produces engines and transmissions, ATVs and side-by-side vehicles (see our tour of the Talon factory in South Carolina a couple issues ago), a variety of outdoor power equipment products and even the new HondaJet plant. “Honda’s success in Ohio has always been driven by the dedication and innovative spirit of our associates and this 40th anniversary milestone is a tribute to Honda associates,

Honda of America President Kazuo Nakagawa rode the first CR250 Elsinore of the line on September 10, 1979.

Icons produced at the Marysville plant include everything from MXers to Gold Wings.

Sign of the times!

Mr. Honda had a hands-on appreciation for the Ohio plant.

past and present, who have provided their energy, ideas and passion to create high-quality products for our customers,” said Mitsugu Matsukawa, president of Honda of America Mfg. “Based on the team we have in Ohio, and the opportunities ahead, I’m excited for the future of Honda in America.”

Honda also manufactures the HondaJet advanced light jet and GE Honda HF120 turbofan engines in America. Cumulatively, Honda has invested more than $20.2 billion in its American manufacturing capabilities, including more than $5.9 billion over the past five years. The company also works with more than 600 original equipment suppliers in America with cumulative parts purchases of nearly $400 billion over 35 years. Quick Facts: Honda in Ohio Since Honda began production in Ohio in 1979…

From Honda’s initial $35 million investment in the Marysville Motorcycle Plant, the operation has grown to more than $11+ billion invested in Ohio, and a total investment of over $21 billion in Honda’s U.S. operations. Honda now employs more than 25,000 associates at its 12 plants in America. Honda also has steadily increased its local purchasing of parts and materials with more than 600 equipment suppliers in America and cumulative parts purchases of over $440 billion. In addition to the commitment to local manufacturing, Honda has invested over $1.1 billion in Honda’s U.S. R&D operations, including major centers in Ohio, California, North Carolina and Florida. This year, Honda also marked the 60th anniversary of its business in the U.S., with sales operations established in Los Angeles, California, in June 1959. 40 Years Of Made In America Honda marked 40 years of manufacturing in America in Sept. 2019. Over the course of four decades, Honda has steadily grown its manufacturing capabilities in the region. Honda now employs more than 25,000 associates at 12 plants in America with the capacity to produce more than one million automobiles, three million engines, 400,000 outdoor power equipment products and 330,000 powersports products each year, using domestic and globally sourced parts. As of 2018, nearly two-thirds of all Honda and Acura automobiles sold in the U.S. were made in America.

• Employment has grown to 15,000 Honda associates in Ohio. • Investment has surpassed $11 billion in its Ohio operations. • Auto production totals nearly 20 million vehicles at Honda’s three Ohio auto plants. • Engine and transmission production exceeds one million units per year. • Purchasing of parts and materials has grown to $10 billion annually. • Operations expanded to include R&D and parts procurement. • Charitable contributions top $100 million to Ohio community organizations.

OCTober 2019

PARTING SHOT

Off The Grid, Harley-Davidson’s LiveWire Production Goes Dark And Then Comes Back To Life By John W. Lyon, Wilkins Harley-Davidson

ast week, Harley-Davidson temporarily hit the proverbial “red button” on producing the Electric Motorcycle, LiveWire, based on a “non-standard condition” which “was discovered during a final quality check”. An issue was discovered and out of an abundance of caution, production came to a halt in order to evaluate what had already been produced. That move came with no shortage of criticism from media outlets like Reuters with its sensational clickbait headline “Harley struggles to fire up new generation of riders with electric bike debut” and the Wall Street Journal headline “Harley-Davidson Halts Electric Motorcycle Production.” There was also serious criticism from so called “financial services company” named Motley Fool, using phrases like “massive blow” and “short circuited.” Many of the headlines led the reader to believe that production was stopped and the product was dead on arrival. Thankfully, not every news outlet saw it the same way, with Forbes jumping in with a more appropriate headline and observation of “Harley-Davidson’s LiveWire SNAFU Wasn’t A Death Knell, It Was Good QC.” Good Quality Control. A special thank you to Forbes Magazine for being the first (that I could find) outlet to recognize the positive perspective this decision lends. As a Harley-Davidson dealer, stopping production in these instances is exactly what I feel the Motor Company should do. It costs a great deal of money to shut the assembly line down. Suspending production upsets the dealer network that expects the product to be on their floor. The decision

disappoints our customers who have prepayments on LiveWires they want to ride — now. Advance ahead to today, and Harley-Davidson has restarted production of LiveWire. My understanding was that the “non-standard condition” was a charging issue relating to Level 1 (household charging). The LiveWires could still be ridden. The LiveWires could still be charged with DC Fastcharging (our preference since it is quick). In the end, the issue was with one (1) Harley-Davidson LiveWire Electric Motorcycle. Yes folks, Harley-Davidson shut down production based on a “non-standard condition” that ended up impacting one single unit. Uno. This decision, in itself, will create plenty of controversy, but remember, this company has been around 116 years. Harley-Davidson has learned a thing or two about making difficult decisions. In a world where so many companies are in the mindset to get the product into customer’s hands as fast as they can, this difficult decision should be recognized as rare. Producing quality is expensive and terribly complex. That sometimes means taking some cheap punches from internet media outlets (cough cough Motley Fool) designed purely to get clicks. As a consumer, don’t we want companies to make the tough calls on ensuring their quality product is ready for the marketplace? Personally, I applaud them and hope to see other companies following suit.

AIMExpo........................................................................36 Cardo.............................................................................33 CDK Global...................................................................... 7 Fuel Capital Group, Inc...............................................81 Harden & Associates...................................................77 Lexin..............................................................................19 Motorcycle Industry Council (MIC)............................63 Motorcycle Industry Jobs (MIJ)..................................17 Motonation (SIDI)........................................................83 Motonation (SIDI)..................................................CVR 4 MOTOTV.........................................................................49

National Powersports Auctions (NPA)...................... 9 Newtech........................................................................11 Performance Brokerage.............................................35 Piloteer Agency...........................................................67 Red Torpedo...........................................................74-75 Rolling Thunder.....................................................20-21 STACYC..........................................................................41 Tread Lightly................................................................65 Tucker Powersports....................................................15 Western Power Sports.............................................2-3 Women’s Motorcycle Tours........................................45

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10/2/19 9:42 AM

OCTober 2019

Photo by Joe Bonnello

Ave Atque Vale Ron Wood 1929-2019

emorial services were held for legendary flat track tuner and WoodRotax collaborator Ron Wood on October 13th at the Costa Mesa Country Club, near his Southern California home. Even at 90, Wood was still building bikes in his shop, playing golf every now and then for fun, and he attended some flat track races in Southern California, Arizona and Sacramento. He was even named Grand Marshall for the Eddie Mulder’s West Coast Dirt Track Series, Digger Helm Memorial race weekend, May 4 & 5, 2019, at Willow Springs. Mulder paid tribute to his fellow legend as part of this historic event, which serves as a fitting salute to Wood:

Ron Wood was born in South Pasadena, California. His dad was a general contractor as well as being educated in animal husbandry at UC Berkeley. During the second World War construction dried up leading the Wood family to move to a 20-acre hop farm in Oregon where his mother kept a Victory Garden and young Ron learned all about the farming of hops, working on the farm after school and on the weekends. It was there that Ron’s passion for creating things was born. Ron’s creative fabrication journey began with roadsters and coupes. He built and raced a 1927 T V-8 that his folks didn’t know about. When they found out they made him sell it and at 18 he bought his first motorcycle, an AJS 500 brand new, black and gold single, built in England, that he used for transportation. With that bike he discovered his passion for motorcycles and at age 20 he moved back to California due to the hay fever he suffered with in Oregon. Ron went to Ascot to watch the races and while sitting in the stands he got the idea that it would be fun to build a flat track race bike. He built a Ducati 250cc for the local tracks.

His bike was a regular on the podiums. In the meantime, he had opened a 50,000 square foot warehouse, named his new company Wood Lighting, and created custom lighting for both commercial and residential applications. He produced lighting for 25 years with 100+ employees. While creating lights Ron decided to build a bigger bike and used a part of the lighting warehouse to begin his new projects. He built his first Norton and Eddie Mulder set fast times in qualifying on it at Ascot. Wood Lighting was sold in the mid 70’s and Ron began his full-time adventure building bikes. He built a couple more Nortons and a Ducati V Twin. Over the years Ron had the pleasure of providing rides for 40-50 pro racers and won his first AMA Grand National at Ascot with Alex Jorgenson aboard the only Norton twin to ever win a Grand National Flat Track event. The Norton win with Jorgenson put Ron in the spot light. Jorgenson consistently won at Ascot, also winning the season Championship there. Prior to the season championship win with Jorgenson, Rob Morrison, also aboard Ron’s bike won the Ascot Championship. Ron then decided to purchase a couple of HarleyDavidsons for AMA competition that were piloted by Ricky Graham but Ron didn’t really care for them and sold them two years later. Still looking to build the best and fastest flat track motorcycles, Ron got involved with Bombardier and Can-Am in Canada, they were building 2 strokes and eventually a 500cc bike that led to him receiving a call and being asked to build bikes to run the Grand National races. He went on to build about 500 500cc and 600cc bikes for Can-Am with Rotax engines and was very fortunate to have some of the best riders aboard them winning many AMA Grand National events.

When Can-Am Canada decided to discontinue building bikes Ron contacted Rotax in Austria, and began dealing with them directly. He imported the engines, built the frames and sold the bikes complete without the rear sprockets and tires. Ron’s Wood-Rotax bikes became famous and dominated in Grand National competition from the early 1980s until the AMA banned them from competition in the 1990s. However, that didn’t end Ron’s passion for building fast race bikes. In 2016 AMA Grand National #23, Jeffrey Carver showed up to the Eddie Mulder West Coast Dirt Track Series race at Willow Springs with Ron and a Wood-Rotax mono shock bike that Ron built. Carver won, beating a field of top Grand National Riders. Ron and Jeffrey teamed up again at the Digger Helm Memorial race with Carver twisting the throttle in hopes of repeating another victory. At the end of our interview Ron said “winning includes three components: a good rider, a good bike and luck.” Vale Ron Wood!

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Dealernews Issue#12 October 2019

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