Dealernews Issue#2 February 2021

DN 2.0 #2

HAMMER TIME!

Industry Powers Past Pandemic

CONTENTS 06 WORLD’S LUCKIEST MAN 08 GUEST EDITORIAL 10 LETTERS+ 14 NEWS+ 18 SHIFTING GEARS+ 22 DEALER PROFILE+

Bob Althoff On Moving The Ball Down The Court MRAA’s Liz Keener On You — YES YOU! The Industry On NPDA

30 36

PERFORMANCE+

Mark Rodgers On Dealerships Becoming Obsolete

INDUSTRY RESEARCH+

Dr. Paul Leinberger On Five Consumer Trends To Watch Closely In 2021

38 INDUSTRY RESEARCH+ 40 INDUSTRY RESEARCH+ 46 INDUSTRY RESEARCH+ 48 SHOWTIME+ 53 eDEALERNEWS

Lenny Sims On J.D. Power/NADAGuides Numbers

News Dealers Can Use

Don Musick On Finding Waldo. Part II

Personnel Postings

Ducati Newport Beach Where Team Work Really Does Make The Dream Work

28 SUPER SERVICE

Jim Woodruff On January AWP In Review AIMExpo CONNECT Brings Industry Together, Virtually

Defense Wins Championships!

Shocking Developments

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58 Cover and TOC Photos by Mark Kariya

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OUR TEAM

54 58

CURRENTS+

Watts Up? eNews Round-Up

OFF ROAD+

Charlie Williams On Jimmy Weinert Training Facility

60 62 64 66

PERSONNEL FILEs+

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DIVERSITY+

Alex Baylon On Cross-Training

CONFESSIONS OF A CUSTOMER Eric Anderson On The Art Of The Powersports Retailer

MIC RIDE REPORT

What Does The MIC Do For You?

ADVOCACY+

Don Amador On BLM RAC Back In The Saddle

Alisa Clickenger On Singing The Praises Of NPDA

70 74 PRESS PASS+ GEAR+

Collaboration: The Sum Is Greater Than The Parts

Hammer Time! Competition Can’t Touch Can-Am

76 78 82 83 84

PRESS PASS+

Fear & Loathing In Hammer Town

PRESS PASS+

King Of The Motos

VALE+

Ave Atque Vale Don Graves

AD INDEX

This issue Brought To You By…

Parting Shot+

Lowell Anderson On Eric Anderson

Bob Althoff World’s Luckiest Man EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Eric Anderson Vroom Network Jim Woodruff National Powersport Auctions Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/Harden Offroad Hector Cademartori Illustrations William Douglas Little Unique Powersports Charlie Williams Off Road Editor Marq Smith Holeshot Motorsports, Canada Alisa Clickenger Women’s Motorcycle Tours Don Amador Quiet Warrior Racing Joe Bonnello Joe B Photography Uncle Paul Wunsch Love Cycles The Anonymous Dealer Dealer Advisory Board Bob Althoff Chairman Joey Belmont Big #1 Sports Jim Boltz Lynnwood Cycle Barn/WMDA Jim Foster Killeen Power Sports George Gatto Gatto Harley-Davidson Malcolm Hunter Deeley Harley-Davidson Robert Kay Star City Motorsports Bob Kee Destination Cycle Jerry Lenz Beaverton Motorcycles Kurt Mechling Performance PowerSports Don Owens Dothan Powersports Mark Peterson Southwest Superbikes Sandy Stroope Boat World Honda Polaris

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

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Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com © Copyright 2021

FEBRUARY 2021

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All of us know its potential for good. Together, we will share new victories; make our mistakes; and forge ahead. Through it all, we will do well to remember our essential truth:

“It’s about the ride, not the destination.”

Bob

World’s Luckiest Man

By Bob Althoff

MUSINGS

Moving The Ball Down Court

K

udos to the entire Dealernews team for their great work on last month’s issue. And to you, our readers, for your overwhelmingly positive feedback about the need for a National Powersports Dealers Association, heartfelt thanks. Now it is time to draw up the game pan, put in the starting five and move the ball down the court.

Spring is coming. COVID is going. And we can be optimistic on many fronts.

Dealernews will always champion the great work being done at retail. Our customers, and the wider industry, deserve nothing less than our very best efforts. It is our conviction that so much more is possible. We can rise to the challenge. That has been proven many times in the past — particularly in this past year of the pandemic — and we are sure will be again.

One of the greatest untold stories about dealers, large and small across our country, is the generosity they exhibit. Sharing our time, talent and treasure to help a sick kid or a fallen hero is only a partial manifestation of that spirit. We share our passion for our sport when we take the time to bring someone new into our tribe. We share our advice freely with our 20 Group colleagues.

Based upon what feedback we have already heard, that generosity will once again show itself as we watch the National Powersports Dealers Association come into being. Dealers will share that generosity with colleagues and competitors in the spirit of retail excellence.

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MAKING A CASE FOR NPDA

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n the second episode of Season 2 of Centerstand, host Robert Pandya speaks with Bob about the call to action made in Dealernews’ January issue for a National Powersports Dealer Association. Together, Robert and Bob dive into the premise for the association, the benefits to dealers, customers, and the larger industry, and what needs to happen next.

Centerstand: A Motorcycle Industry Podcast is brought to you by the creators of the Progressive International Motorcycle Shows. “We’re utilizing our unique opportunity that we sit at the center of the industry,” says Pandya. “Get in on the conversation.”

Click here to hear the podcast in its entirety: https://continuetheride.com/centerstand/ centerstand-episode-13-27UW-96085.html

GUEST EDITORIAL

By Liz Keener

YOU — YES YOU! Need A Dealer Association

A

s human beings, we’re naturally inclined to be selfish.

We worry about ourselves, our wellbeing, our health, our family, our business first. So, when you read about the effort to develop a National Powersports Dealer Association, you may only see things like membership dues, volunteering for boards, serving on committees and investing time into efforts that just don’t seem to impact you.

I hate to tell you, but you’re wrong.

Associations are critical to the success of many industries, and the businesses, big and small, within those industries. The American Society of Association Executives represents more than 7,400 organizations (yes, there are even associations for associations).

And there’s a reason these 7,400 associations exist — to support their individual or business members and the success of those members.

How do I know? I’m part of the Marine Retailers Association of the Americas, the association that represents and serves boat dealers — for dealers, by dealers. We’re a similar organization to what the NPDA is looking to become. We serve our dealers, and our sole mission is to help them, so we can all grow the boating industry.

To demonstrate how the NPDA could help you, as an individual dealership, be more successful, we have to look no further than 2020. Last year was, in simple terms, difficult for everyone and every business. There were a lot of complexities to navigate with a once-in-a-lifetime pandemic and its impact on dealerships. You had to navigate PPP loans. You had to figure out how to reopen under a variety of rules and restrictions. And then, when things

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got busy, you had to traverse through all sorts of additional challenges with inventory, the customer experience, ensuring your new buyers understood the complexities of the vehicles, consumer follow-up and more.

Without an association at your side, you had to handle these situations mostly on your own. Of course, many of you have your 20 Groups, Garage Composites’ amazing podcasts, peer business leaders, trade publications like Dealernews, your manufacturers and friends to lean on for advice. But you didn’t have an association advocating for the dealer body as a whole, fighting for you in Washington and in your own states and educating you on best practices and next steps.

In contrast, what did boat dealers get, as members of their Marine Retailers Association of the Americas? Our association fought for boat dealers to be included in COVID-19 stimulus efforts; we assisted dealers in getting reopened; we assured boating was accessible in all 50 states; we opened our catalog of 130+ educational training videos to all members for them to brush up on their skills; we hosted 16 educational webinars in less than three months; we posted 42 best practice blogs in that same period of time. We developed publications on retail operating guidelines, how to get the most of your employees working from home, COVID-19 resources, boating access, improving the customer experience and more. We took our annual dealer education-focused conference and expo online, opening the event to more dealers than ever before. All of that and even more efforts can be outlined in our annual MRAA Impact Report.

But I’m not telling you this to brag about what MRAA did. Instead, it’s to illustrate what types of resources you missed out on, what type of united front you didn’t have.

Yes, the MIC was fighting for those things on behalf of the powersports industry. And in the boating industry, the National Marine Manufacturers Association was also doing its part, as well.

But neither NMMA nor MIC are “for dealers, by dealers.” Their business models and missions aren’t focused solely on helping dealers become more successful. That makes it difficult for them to know and fight for the issues that matter most to dealership owners. While the MRAA and NMMA often work together on issues, each organization has their own primary objectives. The MRAA, having represented dealers for nearly 50 years now, knows the ins and outs of the challenges and opportunities that dealerships face, and that gives us a unique, needed perspective for helping them navigate those topics.

And that’s where the real opportunity lies in the NPDA. From my conversations with the group leading these efforts, the focus is clear: To help you succeed. They want to, like the MRAA does, give you the tools, education and resources to be better, to weather any storm, and to be the type of dealer you want to be. NPDA could do this for the betterment of your individual dealership, and the industry as a whole.

I’d strongly recommend you learn more about these efforts to create the NPDA organization, ask questions and jump in to be a part of this from the ground floor. They want to hear from dealers like you because the organization, just like the MRAA, just like the NADA, just like the RVDA, will be built for dealers, by dealers. And, as many have said, now is the time.

Liz Keener is the Certification Manager at the Marine Retailers Association of the Americas. She has spent nearly three years at the MRAA, following eight years as a trade editor in the powersports industry.

THE OLD 80/20 RULE Some good stuff in Dealernews’ first edition of 2021 including multiple articles on the topic of a National Dealers Association. It would be great to see if they can get some traction on a national body to represent powersports dealers. While the OEMs have their organization, voices of the dealers are mostly drowned out and we are excluded from most of the conversations that really matter.

There are a lot of hurdles to overcome, including who would carry the torch… and handle the heavy-lifting. As with a lot of these groups, in the end, 20% of the dealer body will do 80% of the work, and carry 80% of the costs. While that sucks, that’s just the way it normally works out. If we aren’t careful, the OEMs will soon be selling direct to consumers, and all the work we have done over the years to build those brands will be lost.

I’m interested to see how this plays out.

Mark Sheffield, Strategic Advisor Woods Indian Motorcycle New Braunfels, TX

CHEAP CHARLIES I attend the SEMA show every year. That association has a tradeonly show, scholarships, training, endowments... you name it! For years I’ve wondered, “Where’s the powersports industry on this?”

Thanks for bringing the subject to a head. I just hope all the CheapCharlies and Charlenes out there don’t kill this with muffling about “dues”. Nothing good is free.

Again, thanks. It’s about time.

Norman Gaines New Age Cycle Via The Internet

MANAGEMENT VS. LEADERSHIP Eric Anderson, you said it perfectly, “Experts from the outside don’t understand the nuances of a recreationally-based, relationshipdriven industry.”

I have heard this complaint over and over from different industry personnel. This is what causes some of these companies to lose their “Magic” in my opinion.

Great article!

Nicole Allen, Country Manager Akrapovič d.d.

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YOU’VE GOT ME ALL EXCITED ABOUT NPDA I’m Steve Shankin – president of Seizmik, a UTV accessory company. In the spirit of full disclosure, I’ve got two primary drivers that are causing me to be interested in the NPDA. Generally speaking, this industry thinks of itself as the “motorcycle” industry, but there’s more UTV units sold, more UTV dollars, and it’s been growing for years (even pre-COVID bump). The lack of attention on UTVs hurts ‘the industry’ and many dealers.

I’ve done tons of seminars on this, and I’ve spent years studying UTV customers and trying to educate dealers on how they’re different from motorcycle customers and why it’s in everyone’s best interest to treat them differently and appropriately.

I’ve had the opinion that most powersports dealers haven’t adapted very well to the impact of internet shopping pre COVID, and the dynamics of the pandemic are making that worse.

There’s plenty of data that supports this – and I’m not aware of anyone talking about it or making suggestions what to do about it in any substantial way, either pre or post pandemic.

I’ve had both of these opinions for quite a long time – not just since the pandemic started. It’s in my best interest to have a healthy powersports dealer base and not just have all the sales done online.

And it’s also something that I just want, because I want it.

I’m interested in helping in any way I can.

Obviously I’m not a dealer so I know that I don’t fit in the organization, but I’ve got some data, experience, knowledge and a track record that can possibly add value.

Regards, Steve Shankin, President Seizmik UTV Fuquay-Varina, NC

THE USUAL SUSPECTS So much to unpack....gotta say I’m conflicted, I agree to a degree with the need, but I’m not sure yet another industry association is the answer. Too often industry groups (regardless of industry) are populated with “the usual suspects”.

Disruptive thinkers need not apply, too messy and uncomfortable. Over time “group think” tends to become the norm, bureaucracy begets more bureaucracy, innovation and real change become the unintended victims.

A wise and modest man (y’all know him) once said, “you know the best and worst thing about our industry?

It’s populated with passionate motorcycle people.” He was more eloquent, but he’s right. We’re passionate; we can accomplish great things, and sometimes we just can’t get out of our own way.

The rate of change in powersports will continue to accelerate, it’s becoming more attractive to the investment community. From PE’s to investment banks to high net worth individuals the industry is “on the radar,” trust me.

Maybe an organization that equips founders, owners and entrepreneurs in powersports with the tools to navigate evolving market dynamics would be useful. The real challenge is developing a model that truly serves its intended constituents... and that ain’t easy.

Hank Desjardins. Powersports M&A Entrepreneur Chrome Asylum Marketing & Brand Solutions Walnut Creek, CA

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A RISING TIDE FLOATS ALL BOATS I just read Mark Rodger’s article on the proposal for a National Powersports Dealer Association, as well as Robin Hartfiel’s column. It looks like there is some other great content in the current digital edition I also have to read, but I wanted to raise my hand right away.

Some of you may remember my time in the powersports industry or know of my past 3 years at the marine dealer association. So my question is: How can I help?

Liz Keener, Certification Manager Marine Retailers Association of the Americas www.mraa.com/page/membership Liz should have learned from her husband in the Army: Never volunteer for anything! See this month’s guest editorial as an example of what happens to hand-raisers! In all seriousness, welcome aboard, your insights from both PSB and MRAA are invaluable.

CHANGE AGENTS Just a quick ping to say “thanks” for the shifting gears press in January. Also a very interesting issue, organization and leadership (or lack of) has been a topic of conversation in the aftermarket for years. Let’s see if “Now is truly our time” for MIC and maybe the DN team to be agents of change to make this happen.

Regards, Brandon Baldwin, Account Manager | Powersports Group Informamarkets/IMS Santa Monica, CA For the record, The National Powersports Dealer Association is of the dealer, by the dealer and for the dealer. That means with the notable exception of Bob Althoff, nobody at Dealernews can be part of the NPDA Board. However we will remain the dealers biggest cheerleaders and do whatever we can to facilitate such an organization standing on its own two wheels.

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

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BUELL IS BACK!

Debut During Daytona Bike Week “Buell is back,” exclaims Buell Motorcycles CEO Bill Melvin.

After liquidating most of its assets and dropping off the radar in 2017, the reborn brand will be making its debut at Daytona Bike week, but without namesake founder Erik Buell who has since shifted to the eBike realm. “We are excited to bring Buell back with an awesome assortment of superbikes and performance motorcycles.”

The new Buell Motorcycles will launch with 10 performance models by the 2024 model year. The models will be representative of the superbike performance and handling expected of the legendary Buell brand, claims Melvin. “We start with the fastest American production motorcycles, hand built in the USA, so that’s a nice start! We’re building out those platforms for more touring and adventure models, then we’re expanding our displacements to be competitive with other global brands. The passionate Buell Nation can grow and thrive again.”

EBR Motorcycles acquired the Buell brand in early 2020 and began developments to bring Buell back. Buell will be present at Daytona Bike Week 2021 at J&P Cycles Destination Daytona Mega Store. The models currently in production are built by hand in Grand Rapids, Michigan. and based on the original EBR 1190 platform, complete with Fuel in Frame and Perimeter Brake Rotors.

Upcoming models will include variants for dirt, dual-sport, touring and cruisers while expanding the line up to include medium and small displacement powerplants. Buell is also in the initial exploration phases for a high-performance Electric model and is open to collaboration ideas with other companies... paging Erik Buell.

“Exciting times ahead for fans — and dealers — of American Motorcycles,” says Melvin. Can’t wait for Bike Week? Click here: https://www.buellmotorcycle.com/

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SHOW ME THE MONEY!

Triumph Teams With Ironhorse To Provide Dealers Subprime Option Deals just became easier for Triumph dealers as the 2020 pilot program with Ironhorse Funding has become a multiyear financing program agreement. Triumph Motorcycles America has officially contracted with the lending and servicing company to empower the U.S. Triumph dealer network to offer additional financing options to their customers.

“We’ve already seen the mutual success of this relationship with the dealers that participated in the pilot and we are thrilled to begin working with more U.S. Triumph dealers,” said Jon Krumdick, COO of Ironhorse Funding. “Our goal is to become the preferred provider of nonprime and subprime financing for Triumph dealerships and we look forward to working with Triumph leadership to continue to expand our offerings and support as we grow this relationship.”

Triumph dealers now have access to multiple finance options to make new units available to subprime borrowers. Under the initial program, special finance options are available to subprime borrowers such as reduced required down payments, lower interest rates, and expanded front-end advances. Ironhorse Funding provides dealer support seven days a week.

“As the economy recovers, credit challenges are likely to increase for many Americans,” notes Triumph GM Rod Lopusnak. “This program is expected to be a valuable tool to Triumph dealers’ retail financing offerings as it will help increase opportunities to approve lending for customers who are just out of reach of traditional prime lending options.”

The MIC Retail Sales Reporting System gathers new motorcycle, scooter, and ATV retail sales data from 14 leading manufacturers and distributors in the U.S., providing a strong indicator of sales trends. Sales of on-highway motorcycles, which include scooters and dual-purpose bikes, were steady compared with 2019, while interest in off-highway motorcycles spiked, with sales up 46.5% yearover-year. Sales of ATVs also jumped, rising 33.8% over 2019.

THE BEST GO-KART YOU HAVE NEVER SEEN?

The team at Torque Off-Road says their TQ380 is the first gokart designed for off-road recreational riding for the whole family! “We created the TQ390 to address the need for a high quality and affordable go karting experience.” More importantly because they are a dealer themselves, Torque Off-Road has taken your needs into account (proven Honda powertrain with a 3-year warranty), bulletproof Comet clutch, generous margins and more. Designed, engineered and assembled in the USA, the TQ390 might be just what you need for a post-COVID recovery?

In Summer 2021, you’ll be able to partner with us to sell Torque Off-Road’s TQ390 in your retail business. Click the “become a dealer” button at the website: https://www.torqueoff-road.com/

SALES SURGE

With dirtbikes leading the way, new-model powersports vehicle sales increased 18.4% in 2020. Overall motorcycle and scooter sales were up 11.4%, according to the Motorcycle Industry Council Retail Sales Report. “Overall, the industry had a good year under difficult circumstances,” said Erik Pritchard, president and CEO of the MIC. “

The COVID-19 pandemic forced all of us to be nimble and to make the changes we needed to survive. In the end, many in the industry saw strong growth, and now our opportunity is to keep all of these new riders riding and to inspire even more people to join us on two, three, and four wheels.”

WANT TO WIN A WALLY?

“The scale of this launch is unprecedented in the drag racing world and it highlights our company’s technical capabilities,” says Vance & Hines President Mike Kennedy. No kidding! V&H has launched its own four-valve motor and proprietary chassis for Suzuki GS-based drag racers. The new combo will enter the staging lanes at the NHRA Gator Nationals in Gainesville, Florida in March. “This engine and the cylinder head design are applicable to several racing classes and easily adaptable to every team that is currently running a two-valve Suzuki GS.”

For the first time, Vance & Hines has integrated finger follower technology rather than a shim-under-bucket design in a drag racing cylinder head, which allows for less mass in the valvetrain and increased RPM. The four-valve head modernizes the two-valve design which has been in use since it was introduced in 1998. Even with all the updates, displacement stays at 1850cc to keep it compliant with existing rules and regulations. The intake and exhaust port spigots are modular, so they can be adapted to different air boxes and exhaust pipes without redesigning or remanufacturing the head itself.

This allows the new head to be used not only in NHRA’s Pro Stock Motorcycle class, but also in the Pro Mod and Pro Street classes.

“This launch is a proud moment for Vance & Hines and hopefully will net many victories for our Suzuki riders in 2021 and beyond,” concludes Kennedy. They are taking orders for complete motors or individual cylinder head packages. The new chassis, which leverages the learnings from thousands of runs in NHRA competition, is available as well.

FEBRUARY 2021

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HARLEY OUT OF AMAZON!

Taking a page from the Nike playbook, Harley-Davidson CEO Jochan Zeitz said The Motor Company will no longer sell branded merchandise on Amazon, choosing instead to prioritize dealers’ e-ecommerce efforts. “We want to have a fully integrated, digital e-commerce business with our dealers,” claims Zeitz. “Amazon was not really something that got our dealers into the mix.”

The decision to move away from Amazon reverses the polarity of former CEO Matt Levatich’s plans. Levatich launched the “digital storefront” on Amazon in October 2018 as part of the short-circuited “more roads to Harley” strategy. Zeitz countered with the Rewire plan when he came on board and says now it’s time for the Hardwire, — The Motor Company’s updated five-year strategic plan.

Hardwire includes skin in the game for Harley employees in the form of equity grants for all 4,500+ employees, including hourly factory workers. Stay tuned…

QUICKEST HAYABUSA… EVER!

Cutting to the chase: the 2022 Hayabusa is the quickest one in history. However the real story is how the Ultimate Sport Bike eclipsed the generation 2 version in a case of less is more in order to meet EPA/CARB/Euro 5 emissions standards. The 2022 Hayabusa has 550 new or redesigned parts, all with a focus on delivering the ultimate and balanced sportbike experience.

“When Suzuki’s engineers and designers set out to craft the all new Hayabusa, they knew they had a tremendous responsibility,” says Kerry Graeber, Vice President MC/ATV Sales and Marketing, Suzuki Motor of America. “A responsibility to continue the legacy of the first and second generations while improving the bike in every way.”

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So, the goal wasn’t to just build a new motorcycle. The goal was to build a better Hayabusa. “This is a unique, exclusive look at what goes on in Japan when Suzuki is developing a new motorcycle,” Graeber adds. “Not many people outside of our company will ever get to see or hear what goes into creating a product like this and this video delivers a fascinating look at the process.”

The new-generation Hayabusa was developed not only to achieve an even higher overall balance of ultimate performance and comply with worldwide emissions standards, but also to capture the hearts of a new generation. Although the engine, chassis and aero bodywork have all been extensively redesigned. It is the “Suzuki Intelligent Ride System” of advanced electronics that make the 2022 Hayabusa the quickest and conversely, the most user-friendly of the flock. Everything from launch control to a hill hold system has been engineered into S.I.R.S. See the full design brief here: https://www.youtube.com/watch?v=EOpiYQeu2lk&t=55s

UPLEVEL!

Dealernews Diversity Editor Alisa Clickenger will be hosting the 3rd Women’s Motorcycle Conference Online, March 12-13, 2021. The theme for the virtual event is “Uplevel” —developed specifically for all female motorcycle riders and women interested in the motorcycle lifestyle. Uplevel will include educational seminars, inspiring stories of women riders as well as provide a convenient opportunity for participants to connect with fellow female riders worldwide, in real time.

“It’s going to be an illuminating, educational and fun event in which participants will have an excellent opportunity to interact with fellow riders and learn a lot from fellow female riding enthusiasts,” claims Clickenger. “In fact, the most common feedback I get after the conferences is that once women start participating in the sessions, they’re hooked and are all-in for every single one!”

The virtual conference will feature 15+ presenters, 10+ Presentations and 3 Live Connection (networking) sessions.

These include expert panels, topic-focused workshops, round table discussions, meet & greet opportunities with presenters on Friday night (March 12) as well as virtual networking time for all registered female riders so that they can get to know each other. “Participants have the ability to take part in just a few or all of the workshops over the weekend at one very low price. We had heaps of fun with the registrants at the conferences last year and we are expecting the same positive response from the Uplevel conference as well.”

Registration fee for the 2-day conference is $25, and for those riders who find themselves unable to attend all the sessions, recordings of all educational sessions are available. Register here: https://www.eventbrite.com/e/womens-motorcycleconference-online-uplevel-registration-128560837927

KICKSTART

Bonneville & The Texas Ceegar From a late-night poker game at a dealership to a land speed record and more, there are few tall tales from Texas as compelling as the 1950s creation of the “Texas Ceegar” and how it was destroyed and resurrected in 2004. Film maker Chris Gomersall has teamed with Daniel Peirce and Richard Asprey to tell the story of this legendary motorcycle.

“I was speaking to Dennis Tackett for a micro-budget web series that fellow motorcycle friends Richard Asprey, Dan Peirce and

I have been creating over the last year entitled My Motorcycle Journey with Richard Asprey: https://www.youtube.com/ mymotorcyclejourney When I asked Dennis to tell me about his experience with the record-setting Texas Ceegar (after I came to grips with the funny name), I quickly realized the story of this revolutionary streamliner, built in Texas, was far too big in scope for an episode of our modest little series.”

Gear heads will love the tale but I’d like it to connect with any audience who wants to be engaged by the tale of stubborn men wanting to go faster than anyone else and the men who, decades later, helped preserve that legacy. Any good documentary worth its salt requires one thing: Access. Dennis Tackett, Keith Martin and other surviving members of the restoration crew are available to us for this project. The Project Manager of the restoration took loads of photos and videos, seemingly KNOWING they would be needed to tell the story in the future. The son and grandson of the original designer, Stormy Mangham, chime in with their memories.

“Once the tale of the Texas Ceegar was shared with me, I saw the documentary possibilities,” says Gomersall. Help kickstart the Texas Ceegar project here: https://www.kickstarter.com/ projects/upstairsmedia/bonneville-and-the-texas-ceegartriumph

FEBRUARY 2021

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Brought To You By MotorcycleIndustryJobs.com

Harley-Davidson has appointed Edel O’Sullivan as Chief Commercial Officer (CCO). O’Sullivan will replace existing CCO Larry Hund, who retires from The Motor Company following 18 years of service, on April 2, 2021.

Effective March 1, O’Sullivan will bring her extensive omnichannel experience to the motorcycle market, focusing on commercial excellence and organizational change. “Edel has an excellent track record of effectively building commercial and organizational strategies, based on clear market and consumer insights, that deliver strong financial and operational results,” said Jochen Zeitz, chairman, president and CEO of Harley-Davidson. “She will bring new perspectives and capabilities to our leadership team as we execute the priorities of our 5-year strategy, The Hardwire.” Most recently a partner at Bain & Company for the past 14-years, she led the development of major corporate transformations, including the strategic delivery of profitable growth initiatives across multiple industries, with an emphasis on retail, advanced manufacturing and OEMs. Previously O’Sullivan worked in financial planning and analysis for Procter & Gamble. O’Sullivan holds a Bachelor of Chemical Engineering from the Universidad Simon Bolivar in Caracas, Venezuela, and an MBA with distinction, from Harvard Business School.

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Meanwhile, Larry Hund, 64, will work with O’Sullivan through the transition to ensure a consistent handoff.

Before becoming CCO, Hund had been President of HDFS for 11 years.

Harley will continue to leverage Hund’s experience as he remains chairman of the Harley-Davidson Financial Services Board of Directors. “I want to thank Larry for his 18 years of hard work and dedication to HarleyDavidson,” said CEO Jochen Zeitz.

“I am most grateful that he took on the challenge to help build and transform the newly structured global commercial operation as part of the Rewire over the last year. Larry has been an outstanding leader and I look forward to his continued contribution as chairman of HDFS.” Hardwire is Harley’s 20212025 strategic plan targeting long-term profitable growth and shareholder value and aiming to enhance its position as the most desirable motorcycle brand in the world.

and support Royal Enfield’s fledgling efforts with BTR are just a couple of the feathers in his cap. “During Paul’s tenure, the company has seen strong growth, including the addition of an exhaust manufacturing facility, an industry-first focus on emissionscompliant performance parts and a product diversification that now includes parts for Indian and Royal Enfield machines,” said S&S Chairman of the Board Mark Platt. “My family has been incredibly supportive of my nonstop work life and it’s now time to give back to them,” said Langley. “It saddens me to leave the company, but I’m at a point in my life that I need to focus on their priorities first.” S&S plans to consider internal as well as external candidates and will immediately begin looking for a successor. “I would like to thank all of the S&S team for their commitment and I feel the company will continue on the road to success for many decades to come,” concluded Langley.

Slick move! As part of the recent change of ownership, Long-time LeMan’s stalwart Brad Kruckenberg has been named president of Klotz Synthetic Lubricants.

“Brad Kruckenberg’s resume and loyalty speak for themselves,” said Cometic CEO Bob Gorman, the new owner of Klotz. “I’ve known Brad going all the way back to S&S Cycle announced that president the ‘80s. His business acumen is second Paul Langley will depart the company to none and his experience in building in late March. “This company has been some of the most visible brands my #1 life priority and I have dedicated within the LeMans’ portfolio is very most of my waking hours to its success,” impressive. Brad’s family values and said Langley. Bringing Indian back his personality go hand-in-hand with to American Flat Track Racing (winning our group. We’re pleased to announce four championships in the process) his hiring and are very confident in his Continued on page 20

Brought To You By MotorcycleIndustryJobs.com Continued from page 18

ability to lead Klotz into the future.”

A graduate of the University of Wisconsin-Whitewater, Kruckenberg literally climbed the corporate ladder from the very bottom rung. The Wisconsin native began his career with the LeMans Corporation in 1987 as a part-time warehouse worker and forged a path over the next 33 years to become the General Manager of Moose Racing, Moose Utility Division, Z1R Helmets and Arctiva snow gear.

Let there be light… Oracle Lighting, a leader in innovative LED solutions for the powersports, motorcycle and marine markets, has promoted Melissa Parker-Boudreaux to national sales manager. “We are pleased to welcome Melissa to her new position and look forward to her success in guiding our continued growth as we close out another record-setting year,” said Oracle CEO Tiffanie Hartenstein. “Pairing her dedicated experience with the company and our focus on innovation, we are confident that this positioning will be an integral part of reaching the ambitious goals we have set for our future.”

Parker-Boudreaux will be responsible for leading Oracle Lighting’s inside and outside sales teams and managing upper-level distributor accounts.

“Moving into this new position, I see a tremendous opportunity to continue growing key markets and look forward to building higher-quality relationships with current and future customers,” added Parker-Boudreaux. “Supporting our internal team and external representatives, I will focus on driving revenue growth as well as promoting

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brand awareness and improving the overall customer experience.”

The Motorcycle Industry Council has named Rick Alcon of Team R&S Powersports Group in New Mexico, chairman of the MIC Dealer Advisory Council. “Since 2013, the Dealer Advisory Council has been an important conduit between riders, dealers, OEMs, aftermarket companies and the MIC Board of Directors,” explains Erik Pritchard, president and CEO of the Motorcycle Industry Council. “As our industry continues the work to manage legislative issues, create enhanced distribution channel experiences, and promote ridership, the MIC Dealer Advisory Council is poised to play an increasingly important role in the industry,” adds Alcon.

“We look forward to being more accessible to MIC dealer members and developing a stronger, more meaningful relationship with the MIC Board of Directors. Together we can further our mutual goal of guiding the powersports industry into the future.” Alcon has served as Team R&S Powersports Group president and CEO for the past 35 years. He is also the chairman for the New Mexico OHV Program Advisory Board, a multiyear chairman of a 20 Group, a member of the New Mexico Motorcycle Dealers Leadership Board and a lifelong member of the American Motorcyclist Association. “Rick brings decades of industry and leadership experience, which will help continue to make the DAC an invaluable resource for dealers across the country,” notes Pritchard. Alcon was selected by the members of the current MIC DAC, including Curtis Sloan, Sloan’s Motorcycle ATV; Kim Harrison, Coleman PowerSports; Bob Althoff, Farrow HarleyDavidson (and owner of Dealernews); and Kevin Lackey, Freedom Powersports.

Hey PA dealers, have you met Mike Kruszewski yet? He is the Drag Specialties sales rep covering Pennsylvania in the Northeast region. According to the powers that be, he brings a vast knowledge of parts and V-Twin experience to the road warrior role, having served in managerial roles on the dealer level. He has also been riding nearly his entire life and has owned more than 100 HarleyDavidson motorcycles. He currently owns a number of Harleys, ranging a 1974-2016 and from a chopper to full boat dresser. In his free time, he enjoys riding with his girlfriend and camping.

Cold enough for you? Central Region rep Joe Little has been trying to bring a little personal warmth to Parts Unlimited dealers in his new territory. Little has plenty of experience as a parts manager at a dealership, so he knows what it is like to be on your side of the counter. He loves streetbikes and actively participates in track days. He also enjoys ATVs, dirtbikes and mountain biking with his brother-inlaw — ATV pro racer, Cole Richardson.

Outside of riding, his interests include wakeboarding, visiting historical places and spending time with his son.

P A S S I O N

S I N C E

1 9 1 1

All figures based on the latest information at time of publication and subject to change without notice and obligation.

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TEAM WORK REALLY DOES MAKE THE DREAM WORK Ducati Newport Beach #1, Again!

A

good ‘ESI’ makes for a great CSI,” says Mike Guerin, president of Ducati Newport Beach. The Employee Satisfaction Index is more important to Guerin than just about any award. However being named the Ducati Dealer Of The Americas is not just any award. It is an accolade that only three dealers in the world receive!

However he is quick to point out this honor is a testament to the team. “They are the best!” Ducati didn’t disagree and honored the group virtually during the 2020 Global Dealer Conference (see sidebar on page 26).

Located a mile from the beach, selling more Ducati’s than any dealership in the Americas and pretty much living the dream should be enough… but it isn’t for Mike.

“What can we do better is what keeps me up at night.”

The focus is always on what’s next and what is better for his customers and his co-workers.

In fact, part time CEO/partner/wife Judy has to remind him to enjoy the Southern California sun and reflect on some of the amazing accomplishments Ducati Newport Beach has achieved since it opened the doors back in 2009. That, and a quick ride down PCH, does the trick to keep Guerin coming back to work… well that, and the team he has assembled. They are friends and family

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(literally in the case of VP of operations and Mike & Judy’s son Brandon). His sales manager Aaron Klink and service manager Adrian Stanner have been with the operation since day 1, and Mike was a customer of theirs long before that.

“We really do have some fun around here,” he admits.

Plus there are three shop dogs, with at least one on duty all the time.

LESSONS LEARNED Guerin spent 35 years in the automotive industry, but at the urging of Judy… okay insistence, he decided to make his passion his profession. He also handpicked a couple of co-workers to make the leap of faith and open a stand-alone Ducati store. “We started with three desks from Ikea and a couple of bikes from Ducati, that was it.”

Talk about a clean slate.

“It is crazy,” Guerin admits. “In the car business you can throw money and resources at it, in this industry it is a LOT different. What drove me towards this business is the passion for the brand itself.” While being selfprofessed “risk adverse” (“I’m a complete chickensh!t when it comes to taking chances with the business), he made the leap of faith to become Ducati dealer (with a healthy nudge from Judy… it is true that behind every successful man is a great woman).

In the end, it was my relationship with the brand, the response from the consumer for the brand and the opportunities it offered… Ducati has evolved a lot from being a two-model brand sitting in the corner of a multiline operation. We did start out as Ducati only… that was the whole premise in 2009 when we opened,” he recollects. “We obviously didn’t know what was going to happen with the financial crisis and how long it would last!” Timing is everything, but maybe it would have been easier for Mike to stay in the car game making some easy money…

“We did add another brand, actually two brands because we couldn’t make it as a Ducati-only dealer back then.

Of course that didn’t make Ducati very happy, but we felt that we didn’t have any choice at that time.” But things have come full circle and Ducati Newport Beach is not only back to being a standalone store, they are one off Ducati’s flagship stores. “That is where we are most comfortable… I think that is where the crew is most comfortable.” Again deferring to the team concept that has held the operation together through recessions and pandemics alike.

Focus on dealers and Ducatisti the brand is paying off for the risk-adverse Guerin, and keeping the team in its happy place. “I feel that Ducati does the same, the focus is on those that support them. That’s the feeling we get as a dealer.”

Continued on page 24

“With the evolution of the brand and Volkswagen Group buying Ducati it opened up the brand to go further along with development and make the product that much better.” Mike adds, “I knew VW had the ability to take this and really run with it! That is what we banked on a year and a half ago when we went back to being a single line store.”

He cites the new Multistrada as a prime example of the benefits that came from being under the Volkswagen umbrella. “The 36,000 mile service interval — the bike is a game-changer. As a team, for us, it is all about Ducati.

We don’t have to learn other brands, stock other parts, get other special tools and get other tech training.

Instead we are focused on the brand… and I feel Ducati is the same way.”

FEBRUARY 2021

23

Continued from page 23

There is also some of the professionalism from the car side coming through, he adds. “If you are to look at our service department, it looks like an Audi service area… they understand the importance of the service side of the operation. You can certainly see the tie-in with a high end automotive operation and how our service department is structured. Certainly a lot more organization.

SERVICE SELLS! One of the lessons learned in the auto industry that still drives the dealership forward is the importance of the service department. Mike truly believes that “sales sells the first 1, service sells the next 5! I was a Ducati owner and at that time it was hard to find dealership that even sold the product, but it was even harder to find people to work on them.

“So really, the service department was the key component to opening this store. We wanted to make sure we had a good service operation before we ever opened the doors.”

Enter service manager par excellence Adrian Stanners.

After escaping a desk job back home in the U.K. he joined the group where Mike and Brandon were working… and had been running the back end of the house since the beginning with the same mixture of passion and professionalism as Mike.

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“Adrian doesn’t even own a car, he literally rides every day of the year and on any type of motorcycle,” notes Guerin. The window from the show room into the service area is right next to Stanners’ station in the middle of everything. “Somebody has to keep that lot in line,” he says of the three techs working six lifts (BTW they are looking to hire another tech if you are looking to move to the beach and enjoy year-round riding).

There is a seventh lift, but that has Mike’s Bultaco Pursang on it and Adrian is not allowed to put that work station online. Despite the accent, “Southern… it is a San Clemente accent, Stanners quips, he definitely speaks the customer’s language and it was his masterminding of the service work that kept the operation going during the early days of the pandemic.

SALES, TOO Not that sales is an afterthought to service, but Sales Manager Aaron Klink says the bikes sell themselves.

“I’m just here to wheel them out of the show room,” he laughs. No joke, though as he was literally wheeling a new Desert Sled out of the showroom when we walked in… of course Mike was sweeping the front mat. Nobody on the team is too important to do anything and everything.

Don’t let the casual ease that Service and Sales interact fool you though. “Aaron is the best slinger of metal I have ever seen… his customers trust him and buy from him as much as they buy from the store or the brand,” Guerin claims. Again with Mike’s motto about ESI driving CSI…Klink and his customers make each other happy.

“I just help the customers find the right bike for them… not what we have on sale, or what is collecting dust in the corner or what has the best spiff,” Klink explains. His approach may be casual, but it is anything but laissez faire — he is hands on all the time! He knows his customers, how they ride, what they ride and where their next ride will be… and he will probably be out riding with them on his day off. “We all ride, that is what makes it fun.’

In years past when it came to a choice of going to the dealer meeting in Italy, or the riding intro for a new model, Aaron has always opted for the ride. Always. In fact, he has never even been to the factory once. “This year because we won the sales award for the region, the nation and overall, so I was going to get to go to Italy.”

Stupid COVID! Continued on page 27

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Ducati Global Dealer Conference Awards: United States of America Top Growth – Northeast Region – Valley Motorsports – Northampton, MA Top Sales Volume – Northeast Region – Hudson Valley Motorcycles – Ossining, NY Top Growth – Southeast Region – Touring Sport – Greenville, SC Top Sales Volume – Southeast Region – Ducati Miami – Miami, FL Top Growth – Southwest Region – Herwaldt Motorsports – Fresno, CA Top Sales Volume – Southwest Region – Ducati Newport Beach – Costa Mesa, CA

DUCATI GLOBAL DEALER MEETING GOES OFF… Virtually, Anyway

W

hile the pandemic prevented Ducati’s Global Dealer Conference from taking place in person, it didn’t diminish the honors achieved by the Borgo Panigale-based brand’s retailers. In addition to taking stock of the year just ended and previewing the new models in the range, international accolades were bestowed upon dealerships, including the North American Sales Award presented to Ducati Newport Beach.

in 2020 which we will continue with dedication through to next year.”

“Newport Beach continues to be one of our strongest dealerships, residing in the center of motorcycling culture in Southern California,” said Jason Chinnock, CEO of Ducati North America.

“The dealership consistently invests in the motorcycling community, and their sales numbers show it’s working. This year has seen challenges for our dealers when interacting with customers, and many of our dealerships made extra effort to be successful, which is obvious in the instance of the results from Newport Beach.”

The highlight of the 2020 edition of the Global Dealer Conference was the live streaming with the preview presentation of the Ducati models for 2021. Thanks to translation in 8 languages, dealers from all over the world were able to discover the new bikes simultaneously. In addition, a “closed room” was exclusively dedicated to the Multistrada V4 with direct chat to answer any dealer’s questions.

“We’re proud to be part of the Ducati family,” said Mike Guerin, dealer principal of Ducati Newport Beach. “Ducati continues to bring out great products and this year is no exception. Coupled with Ducati North America’s invaluable support, we were able to rally our team here in Newport Beach and provide the best service possible for our customers

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The complicated global health situation made it impossible to conduct the dealer meeting in person, which in years past had taken place in Italy. So Ducati chose to revitalize the event, organizing the first virtual edition in history. It worked as the Global Dealer Conference drew more than 5,000 participants from 87 different countries.

As usual, the convention ended with the Ducati Dealer Awards ceremony.

An addition to this year’s ceremony was introduction of the new “Best Adapter Ducati Cares & Online Sales” award, dedicated to the dealer who has most distinguished themselves on digital issues and the Ducati Cares program.

Despite the difficult situation, Ducati tried to communicate confidence to all its dealers. Initial feedback was positive on the organizational level of the virtual event as it “virtually” conveyed Ducati values of Style, Sophistication, Performance and Trust.

Top Growth – South Central Region – Ducati St. Louis – St. Louis, MO Top Sales Volume – South Central Region – Advanced Motorsports Ducati Dallas – Dallas, TX Top Growth – Northwest Region – South Sound Motorcycles – Fife, WA Top Sales Volume – Northwest Region – MotoCorsa – Portland, OR Top Growth – Midwest Region – Pony Powersports – Westerville, OH Top Sales Volume – Midwest Region – Ducati Detroit – Birmingham, MI Top Growth – Mid Atlantic Region – Coleman Powersports Falls Church – Falls Church, VA Top Sales Volume – Mid Atlantic Region – Coleman Powersports Falls Church – Falls Church, VA Top Sales Volume – United States of America – Ducati Newport Beach – Costa Mesa, CA Canada Top Growth – Richmond, BC

Ducati

Richmond

–

Top Sales Volume – Motos Illimitées Ducati Montréal – Montréal, QC México Top Growth – Ducati Mérida – Mérida, Yuc Top Sales Volume – DLG Moto Art – México City, DF

Continued from page 25

AWARD-WINNING! While winning Ducati’s top honors, and top sales volume in the middle of a pandemic may be a new experience, this is by no means Mike’s first rodeo.

In fact, Ducati Newport Beach’s first accolades came soon after opening in 2009, when it won Ducati’s Best New Dealer award.

1601 NEWPORT BLVD COSTA MESA, CA 92627 949.706.1616

www.ducatinewportbeach.com

The following year, the shop was runner-up in Southwest region sales.

Building on this momentum, the dealership sold more Ducatis than any other in North America and topped the Southwest sales charts again last year.

This early success launched the shop on a series of Top 100 wins from 2011-2015, including Best Use of Space honors (twice) and Best Service Department in 2015… and culminated with a Dealernews cover story.

“But what I am most proud of is that we won based on KPI — Key Performance Indicators — which includes CSI, market share, units in operation… Basically the full operation of the dealer, not just sales volume.” But for the record Ducati Newport Beach was also the top volume sales in 2020 as well. “I find KPI to be the most rewarding of all the awards the store has gotten over the years because it reflects a team effort.”

ESI drives CSI… indeed!

OUR DEALERS, OUR PARTNERS Welcome to a new era of Lightspeed.

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We listen to our powersport, marine, and RV dealers so that we can support you with the tools you love and evolve our platform to power your profit.

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© 2021 Lightspeed is a registered trademark of CDK Global, LLC. 21-9006

SUPER SERVICE DEPARTMENT An Integral Part Of A Championship Winning Team

By Michael Jones, Service Department Savant

S

ince Super Bowl weekend was this month, let’s use a sports analogy. As a Dealer Principal or General Manager, you work very hard to put together a winning team. You have a stellar sales and finance team on the offensive side of the ball, consistently putting points on the board. But as we all know, it’s not enough to have the big ring. Defense wins Championships!

All too often, service is the most overlooked, and underutilized squad on the field. As good as your Sales team is up front, it’s not enough to differentiate your dealership from the competition. Basically all dealers sell the same products, and have access to the same financing. And no amount of tailgating with burgers & hotdogs on Saturdays is going get you to the Big Game on Super Sunday.

In order to win, you must invest time and money into your service department! It’s the best way to keep the competition from scoring. Once you make the sale, service takes the field to retain that customer through proper repair & maintenance of the machine. You can’t afford to allow penalties — i.e. subpar service — to reverse your yardage. Keep the other team’s offense off the field with a service department that your customer’s rave about!

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Unfortunately, most dealers see the service department as a necessary evil. A mediocre B squad of walk-on miscreants. And typically the Head Coach appoints “someone” to keep a lid on the chaos. It doesn’t have to be that way!

Many service departments lack real leadership, purpose, and a proper mindset. Let’s face it, today’s machines require a higher level of diagnostic capabilities, and repair prowess. Customers are aware of this and will seek out service professionals to maintain their “investments.”

This is where you have a chance to make the playoffs. Take an active role in hiring quality technicians and support crew. In too many dealerships, mechanics are sorely underutilized, and by extension, underpaid. Inefficiencies and a lack of discipline are rampant. It’s not enough to just hire a service manager and forget it. The Head Coach must stay involved with all his coordinators, not just the offense.

Typically, no one pays attention until something goes wrong. Proactive leadership trumps reactive “management” any day. The service department can become just as profitable as the rest of your team with some cultivation on your part.

Hail Marys and trick plays get a lot of attention, but a defensive stand keep your dealership in the opponent’s territory. Support your service department. Become involved. Let them know you care and need them to come through on every play… let them turn the ball over to your offense on downs.

It’s easy to get down dealing with day-in and day-out problems. Service often needs a halftime pep talk from the Head Coach to get back out on the field and hold the line on customer service and keep them coming back.

Bring the service department into your inner circle. Watch the game day film with them. Coach them up on their weaknesses and commend them on their strengths. A fanny pat from the Head Coach goes a long way to keep spirits high, figuratively speaking.

Now go win one for the Gipper!

In addition to a lifetime of dealership experience, Michael Jones has appeared on Brian Croft’s Dealership FiXit podcast. He also has a couple of Instagram accounts worthy of a shout-out: https://www.instagram.com/ metiermoto/ Métier (French): a field of work, an occupation that is someone’s area of expertise and for which he or she has received specialized training.

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® THE SALE! Are Dealers Obsolete?

By Mark Rodgers

T

esla sells direct. Carvana and Vroom promise a dealer free car buying experience. Setting aside state franchise laws, and servicing, here’s the question: Is the current dealer distribution model obsolete?

Twenty-five years ago, retail consumers’ expectations were framed by doing business with the likes of Fed Ex, Subway, and Disney theme parks. Overnight delivery, make-it-your-own sandwiches, and precision, familyfriendly experiences seemed like the height of retailing.

Those days are gone. Today retail consumers’ expectations are set by one primary source: Amazon.

The Amazon Effect From the comfort of my own couch, wearing my Amazon acquired Mighty Mouse PJs, and drinking my Amazon subscriber delivered Lion’s Mane coffee, if I want to buy something, anything really, I can do it on Amazon.

And my experience has been scientifically engineered to make me do one thing: Buy.

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From the products that I’m shown (If you like that, you’ll love this!), to the way the price is presented (List price no! Current price low. Savings shown in both pragmatic dollars and mathematician percentages.), to the butwait-there’s-more! offer to get a lower price I sign up for a new Mastercard in my Amazon wallet, it’s all designed to for one objective: click the buy button.

It’s a no pressure shopping utopia. I can put items in my cart and easily take them out. I can create lists for just me to see and lists I may want others to see. If it’s a book or music, I can sample it. I can set my purchases aside, to think about because at Amazon apparently there is a be-back bus.

If it’s a complicated purchase I can instantly see FAQs posed by other curious shoppers. I can instantly see a rating system and read purchasers reviews, organized by most positive and most critical (man, these guys are good). There are close up photos, there are videos, and I can even pose a question to someone whom, presumably, knows something about the product.

Then there is the add-on selling second swing.

Comprised by “frequently bought together” suggestions (always compelling), products related to this item (kind of compelling), and suggestions based on your shopping trends (now, we’re talking!). Now that’s one enticing rabbit hole.

Not to mention Amazon even figured out the subscription trend with the ability to schedule regularly used items (often household consumables like coffee, paper towels, etc.) under their “Subscribe and Save” option with predictable sales for Amazon and an additional 15% price reduction for you.

Combine this retail precision, with a fragmented, polarized, tech connected society, mix in a bit of pandemic lockdown and you have a recipe for retail world domination.

Do OEMs Care About Dealer Profitability?

W

ell, I don’t know about every OEM and every facet of dealer profitability, but I do know that Jochen Zietz and company have made the decision to pull HarleyDavidson branded merchandise from Amazon.

In my opinion, an excellent decision. Not just for those merchandise dollars being driven back into the stores, but for the real opportunity it presents. And that is to build real relationships with people we may have otherwise never had the chance to meet.

Think You’re Fast?

Faster than a record setting Bonneville run, Amazon transactions are completed with blinding speed. With Amazon’s “Buy now with 1-Click” button you can instantly purchase your items. They’ve even done away with most of the “are you sure” type messages. Amazon wants no second guessing. You click it you bought it.

And, of course, with digital delivery the gratification is instant.

I open my iPad and my newly purchased Kindle edition book is already in my library ready to read (and when I finish the last page, I’m transported to what book I should get next). But what about physical product? Perhaps it’s because Amy and I live near an Amazon warehouse, but we have often placed an order Sunday mid-morning and had it delivered to our home by 2:00 that afternoon!

How does that compare to the dealership experience? Well, I’m embarrassed to say, I think there may still be a customer waiting for a clutch cable I ordered for him in 1989!

In terms of selection, price, reviews, add-ons, and delivery Amazon has transformed almost every aspect of retailing.

Now, mercifully enough, our customers aren’t buying books, gym bags, or heaven forefend Tide Pods. But the traces of the Amazon experience expectation remain with consumers as they do business elsewhere.

Biased Feedback?

When I asked my Harley-Davidson dealership Facebook community – an albeit self-selecting, passionate sample – if they thought the current dealer model was obsolete, here are a few of their comments. (Edited for readability, concision, and you know, profanity.):

Chad Anderson, Gruene Harley-Davidson: Obsolete no, but easily capable of losing ground to emerging technologies, certainly.

Now is the time to really consider what keeps a dealership’s doors open - immediate revenue or name evangelism.

Erik Bacon, House of Harley-Davidson: The percentage of folks buying a bike without a test ride is pretty small during the peak season. Selling direct won’t allow for this nor does it allow for the “make it your own” aspect.

Sam Watson, Salem Harley-Davidson: The human element of the dealership experience definitely sets it apart from Carvana and Vroom. But going to a motorcycle dealership and a car dealership has never been the same. Car dealership visits are historically dreaded. While motorcycle dealership visits are cherished. Also, most car transactions are made with logic and practicality based

on needs while the Harley-Davidson purchase is made with fun and style in mind and the decision will be based on passion. There will be an emotional connection to the bike unlike the grocerygetting-commute-to-work car you shopped online for the cheapest one you could find.

George Wunschel, Bergen County Harley-Davidson: If we’re not careful, it could quickly become obsolete. Many of the “new customers” want instant gratification and if they can’t get it, they lose interest. We need to educate the customer that a premium experience takes time.

Matt Laidlaw, Laidlaw’s Harley-Davidson: The dealer model isn’t obsolete, the way operators run the dealer is obsolete. People want more transparency and fewer “games” designed to screw customers for profits.

Rob Bonner, Chippewa Falls Harley-Davidson: We need to take the best of online practices and blend into our daily brick and mortar lives.

Sean Delaney, Thunderbird Harley-Davidson: Parts of the dealer model are obsolete, but not all. People want to buy differently now; they want it faster and easier. However, they still want to be treated with respect and have a kick ass buying experience. When you can combine the digital world, the Harley-Davidson dealership culture, great motorcycles, and great experiences it can only get better.

The Purchase Process To stay relevant, we need to think differently. People often talk about the “sales” process, but what you really need to consider is the “purchase” process. If you really want to understand something you have to try and see it through the other person’s windscreen.

New prospective motorcycle buyers may ask themselves: How do I do it? Is it safe? Is it fun? Which one is for me? Do I have to be licensed? Can I afford it? Is it like buying a car? Will I get taken advantage of? Will I get approved? What about insurance? Will I need boots? Will I fit in?

Repeat purchasers will have a host of different questions: Should I get another one of these or something else? Is my salesperson still there? I never used the service plan; do I need it this time? And on and on.

We need to think about how we can most effectively, honestly, and compellingly answer those questions bringing new people into the sport, I-used-to-ride people back to the sport, and increase the frequency, intensity, and duration of motorcycling by our current customers.

Whether a prospective buyer is brand new or long-term, the phases customers shift through as they consider purchasing, is something I call Mark’s Purchase Power Train.

They include: The Spark, The Search, The Bike, The Price, The Dealer, The Decision, and The Ride. And all include a dizzying array of touch points and opportunities for dealers.

But if you really want to simplify retailing, it has just two components: the shopping experience, and the checkout experience. The former, you want to make as long and as enjoyable as possible. The latter you want to make as fast and painless as possible.

FEBRUARY 2021

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World Class Retailing

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ow can you delineate your dealership from the Amazon Effect? One element is to simply be a great host. When someone has taken the time to pry themselves from their Netflix binge, put on a mask, and brave the pandemic to come and see you, it’s time for you to shine.

Take Sean Delaney, Operating Partner, Thunderbird HarleyDavidson, whom we heard from earlier.

When people express an interest in a bike or a test ride at Thunderbird either over the phone or virtually, when they show up at their brick-and-mortar location, they are greeted with their name on a huge sign welcoming them to the dealership. With their bike of interest outside, cleaned up, literally with their name on it, pointed towards the freedom of the road.

When you show up at Thunderbird, the salesperson is not dumbfounded by who you are, or what you want. They don’t fumble around looking for the keys, or have to find the bike, or cross their fingers hoping it fires up. They are ready and waiting for you.

Because your time is precious, and they want to make your Thunderbird buying experience extraordinary. Sean and his crew understand next generation retailing and the importance of faster, easier, and better.

Sean tells me that Thunderbird has one unique customer – a woman in her eighties – who has in recent years purchased four or five motorcycles. She does all of her paperwork ahead of time and when she shows up, she simply signs and rides.

Why? She realizes she doesn’t have a moment to waste and doesn’t want to spend “transaction” time at the dealership.

Of course, Thunderbird Harley-Davidson is just one example.

There are many of you who get it, too. And there are also far too many who don’t.

We need to make the motorcycle shopping experience luxurious, educational, enjoyable. We need to make the checkout as fast and as painless as possible.

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Mark’s Mothers Of Reinvention Are dealers obsolete? No way. Are we in need of reinvention?

Absolutely. We need to streamline the nuts and bolts of the transaction. Working hand in motorcycle glove, with OEMs, suppliers, and partners we need to get faster, fast.

Whether that is information self-entered, online by the customer, or self-entered with dealer guidance online, or whether this is preparation by dealership staff prior to arrival, the key is to treat the “face time” in the dealership as a precious resource to not be squandered.

•Entering customers’ information into the DMS •Preliminary information about licensing, riding, and product •Initialization or pre-approval of credit application

•Advice or guidance about potential additional loan approval requirements •Insurance estimates •The generation of documents

•The preparation of the motorcycle Some will see this, hem and haw, and say, what if the bike isn’t sold? or what if they don’t come in? or what if they can’t get approved? Well, bad things happen, but we can’t live our lives in fear about what might happen.

You have to go through every aspect of what it is you do and ask yourself, “From the customer’s perspective, how can we make doing business with us easier, faster, and better?

Remember Your First Time?

When we work at the dealership every day, we become numb to just how cool our space can be. But if you’ve ever watched a new person enter one of our stores it reminds us of what we do and why we do it. Think back to when you’ve watched a new person enter your store…

Warily entering the dealership like a rabbit suspecting a hungry fox to appear at any moment they step inside. Realizing they face no impending doom; they straighten their back and feast on the sensory stimulation coming from all angles.

Continued on page 34

Continued from page 32

An intoxicating aromatic mix of rubber, leather, Cosmoline, and just a hint of exhaust fills their nostrils. Rows of gleaming motorcycles stand like sentinels protecting their space. Their symmetry and jewel-like paint jobs amplify their magnificence.

Scanning the 25-foot-high ceilings, where huge black-andwhite photographic prints show hearty early-20th-century bikers engaged in rugged adventure that would make even the most ardent contemporary yearn for simple times and long rides.

In stark contrast, a huge high-definition screen burns brightly with footage of a rock band singing about rebellion and freedom, with a mesmerizing beat thumbing through the sound system. The rumble of throaty engines out back and the sound of laughter from a trio of friends standing near the coffee pot round out the symphony.

“First time?” A smiling, friendly face staff member asks.

“Yeah.” Our guest replies, continuing to scan his surroundings.

“Cool, huh?” Grins the staff member.

Approval comes fast and complete. Our captivated new friend says, “Yeah. Very cool.”

And so, it begins. And we can never forget what it means to provide that in-person experience.

Dealership Differential You can see the paint job online, but it can’t be appreciated until its seen in person gleaming on your dealership’s showroom or rolled outside to bask in the sunlight. You can hear a motorcycle run on YouTube, but you can’t really experience the sound washing over you until you’ve stood alongside it, twisted the throttle and felt it resonate in your chest.

You can see the grips and the seat in the pics online, but there’s few things to describe just how perfect the grip feels in your hand or how you are cradled in the seat.

You can see a jacket is a large online, but don’t know if the cut is right until you slide it on. You may think a helmet looks right, but until you tug it on, you won’t know if it fits your head.

Someone can send you a text message, but few things replace what happens in your soul, when you walk in and someone shouts from across the showroom, welcoming you by name: “Yo! Steve! Where you been, man?” Because it feels like home.

And there is simply nothing, nothing like the energy felt, when you’re hanging out with likeminded others. In a place where you know you belong.

Logic Vs. Emotion Some will deride these ideas as sentimental or emotional nonsense. After all, contemporary business is about lead conversions, dollars per square foot, and gross margin return on investment.

Logic makes us think. Emotions make us act. It’s easy to lower prices and appeal to someone’s logical economic self-interest.

It’s very difficult to create and sustain an exciting, convivial in-person experience. The former is a doom loop. The latter leads to a virtuous cycle of success.

There exists both the motorcycle business, and the business of motorcycles. We have to be good at both. Ignore the emotional components of your dealership retail experience at your future’s peril.

The Balance Sheet In a recent conversation with former long-time HarleyDavidson executive and current business consultant Jerry Wilke, he said something that really resonated with me:

“Mark,” Jerry stated emphatically, “One of the most important assets that Harley-Davidson – or any OEM has for that matter – can’t be found on their balance sheet; It’s their dealer network.”

I couldn’t agree more. Here’s to a bigger, better, faster dealer network. And to a bigger, better, even brighter future.

Vive la Dealer!

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

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Copyright ©2021 by Mark Rodgers. All Rights Reserved.

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Dealernews Research

By Dr. Paul Leinberger

DON’T BURY YOUR HEAD IN THE SAND! Five Consumer Trends To Watch Closely In 2021

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owersports sales surged in 2020 as consumers looked for activities that were both outdoor and allowed for social distancing. And our industry wasn’t the only beneficiary of this consumer trend. Year-over-year sales of paddle sports equipment was up 53%, while camping equipment sales grew by 31%. As Fall turned to Winter, the trend continued.

According to the NPD Group, a consumer trends and sales tracking service, backcountry-related equipment sales in the United States grew a combined 76% in the opening months of this snow season (snowshoe sales were up 254%, Nordic equipment sales were up 121% and Alpine touring equipment sales were up 51%). By comparison, new-model powersport vehicle sales increased 18.4% in 2020, with motorcycle and scooter sales rising 11.4% according to the MIC retail sales report.

The question we have pondered (in this column and elsewhere in Dealernews over the past few months) is: Can we sustain the growth through 2021 and beyond?

The answer to this question will depend on how we as an industry respond to the challenge… and the opportunities presented in a post-pandemic 2021. There are five consumer trends that bear watching… VERY CLOSELY:

1) Shifting Priorities Since the onset of COVID-19, consumers have focused on their immediate needs, seeking ways to make the best of a difficult situation – being stuck at home for an indefinite

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period of time. Once people return to work and start socializing again (going out to eat, going to social gatherings, heading to the mall, etc.), the focus on the “here and now” will inevitably shift.

Some of the changes consumers have made over the past year will be sustained and some of the categories that suffered during the pandemic will come back to life. For example, as consumers go back to work and life, they will seek to update their wardrobes and as they do, categories such as apparel, footwear and beauty will thrive once more.

As priorities shift, so too will time allocations. Jigsaw puzzles will go back in their boxes and board games will be relegated to a weekend activity (if at all). As time demands shift, will the new powersports vehicle owners who bought during the pandemic still have time for that weekly ride in the country – the one that saved their sanity? The accessories recently purchased won’t need to be replaced soon, so what will bring your new owners back to your dealership?

As the new normal begins to take shape, consumers will reprioritize both their spending and how they choose to spend their time. The challenge will be to make sure you give your new customers reasons to keep riding and reasons to keep returning to your dealership. This may be the most important challenge you will face in 2021.

2) Obsession With Safety We are now more than a year into the pandemic and no one needs to be told to wash their hands more frequently and wear masks in public. Due to the pandemic, consumers have an increased fear of infection and an increased health awareness. Because of that, all industries have a responsibility to implement enhanced safety measures. The powersports industry is no exception. Consumers want and need to know that we take their safety seriously. Safety and health are at the forefront of consumer attitudes and behavior.

“Touchless, cashless and clean” will become the hallmarks of companies’ consumers want to do business with.

There is another reason why we need to take consumers’ heightened concerns over hygiene seriously. In consumers’ minds, if we don’t take their basic hygiene and safety needs seriously, we may not take their product safety concerns seriously either. And, of course, nothing could be further from the truth. So, take the time to implement enhanced safety standards.

Consumers are feeling vulnerable and in need of support.

If you take their safety and hygiene concerns seriously, you will be rewarded with their commitment to you… conversely if you don’t adapt, they will take their touchless/cashless transactions elsewhere!

3) On The Road Again Consumers can’t wait to make travel plans. Pressure is building to take a long-awaited road trip. With international travel still highly restricted, consumers are beginning to make plans to travel in late summer or early fall, hoping that the combination of greater COVID testing and sufficient vaccination numbers will make domestic travel possible again.

interact with staff (contactless delivery). As the pandemic eases, many consumers will be anxious to return to your store, but they will continue to use the new fulfillment options they learned during the pandemic. A combination of digital and bricks-and-mortar fulfillment will be the new normal.

What kind of trips do they want to take? According to NPD, they are primed for outdoor adventure. Thus the question becomes: Where will they go and how will they get there?

Don’t leave them to their own devices. This consumer trend gives you a wonderful opportunity to help them plan a wonderful outdoor adventure. Remember it’s not the destination, it’s the ride!

4) Flexible Fulfillment According to a recent survey from Ernst & Young, 90% of Americans are spending more time online, using their devices to exercise, socialize, work and shop. Further, with COVID-19 precautions in mind, buy-online-pick-up-in-store (BOPUS) and curbside pick-up have become popular consumer delivery options. 34% of consumers used a BOPUS option in 2020 and 31% used a curbside pick-up option.

If you haven’t already done so, introduce a cashless payment system and make it possible for your customers to order online and pick-up in store or curbside without having to

5) Hyperlocalism COVID-19 has highlighted how one person’s actions can have a dramatic impact on the lives of many others. Consumers have become sensitive to their relationship with others at work and in the communities where they do business. Thus, they have come to expect more from themselves and more from the companies they do business with.

Instead of doing business with giant corporations headquartered in some far away city, consumers would much rather do business with a local firm — and the more local the better. As a local dealership, today’s consumers want to do business with you. And the more you are involved in the community, the more they will want to do business with you.

Don’t bury your head in the sand! Get involved and get connected – and watch your dealership grow.

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 FEBRUARY 2021 37

Dealernews Research

By Lenny Sims

BY THE BOOK

J.D. Power Valuation Guide

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owersport vehicle values across the board had a strong year. In the 2020 Year-End Review Powersports Market Insights, analysts from J.D. Power Specialty Valuation Services noted that used powersports vehicle prices began increasing in the second quarter of 2020 as the pandemic shifted consumer focus to more outdoor recreational activities. Similarly, dealers said they had record sales and very little inventory.

In the motorcycle segment, cruiser and sportbike values increased steeply once warmer months arrived. Cruisers finished the year 2.2% ahead of last year, but that difference was much greater if we compare the 2nd half of 2019 with the 2nd half of 2020. Not only did the bleeding stop in this key segment, but we saw some serious signs of recovery.

Even stronger gains were seen in the UTV market. Side-bysides really took off in the second quarter of 2020. Utility side-by-sides brought 8.7% more revenue year over year.

Sport side-by-sides brought 6.5% more revenue year over year.

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Additional findings in the quarterly report recap saw a number of interesting trends, including:

• Significant used price increase in Q2 through Q4 among all powersports categories • Surge in traffic views for the motorcycle segment starting in May 2020 • Surge in traffic views for the side-by-side segment in April through May 2020 Demand could start looking more typical once the pandemic recedes and consumers start spending more on travel.

However, the events of 2020 attracted a new crop of enthusiasts to our industry, which should support the market going forward.

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

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

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

Dealernews Research

By Don Musick

FINDING WALDO Part II DRILLIN’ DOWN

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o give you a better feel for the rich detail available in Tapestry, Fig. 6 shows a Census Block Group level zoom on the greater Miami area. Clicking on any Block Group opens a pop-up containing high-level demographic statistics as well as the dominant Tapestry segment in the Block Group. The Tapestry segment in the pop-up is actually a hyperlink which will open a detailed analysis of the segment as shown in the inset below. To see a complete profile of the “Urban Chic” segment, click on this link.

With this shiny new tool in our toolkit, how can we use it to determine the composition of our customer base?

One approach would be to overlay customer base and trade areas data that we created in Google My Maps and Google Earth into ArcGIS Online. The bad news here is that ArcGIS Online has limited data import capabilities and does not support KML. Soooo….

Back to Google My Maps!

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CONTOUR CURTAIN CALL We wrapped up last month’s article with creating and exporting a set of drive time contours (isochrones) created in ISO4API. The exported KML file was then opened in Google Earth along with “Demo Retail” location data which had been exported from Google My Maps in KML format. This time we’ll do the opposite and import the KML contours into My Maps.

As a reminder, you can access your “Demo Retail” My Map directly from Google Drive in the Google apps menu on the Google homepage as shown in (Fig. 7).

Once the “Demo Retail” map has opened, from the sidebar menu select “Add Layer” and a new “Untitled Layer” will appear on the sidebar along with an “import” option below. As always, the “Untitled Layer” can be renamed to something more meaningful before or after importing the contour KML files (Fig.8).

After each contour is added to the map, it will appear as a solid color shape. However, clicking anywhere on the shape will generate a pop-up that shows the contour name as well as “Style” icon which allows you to adjust the polygon color, transparency and and border width (Fig. 9). Set the transparency to 100% so contours don’t obscure one another.

There is also an “Edit” icon which will allow you to change the pop-up display name to something more meaningful (20 Min in this case).

If everything goes according to plan, your Google My Map should look something like Fig. 10.

Continued on page 42

FEBRUARY 2021

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Continued from page 41

The inset is a close-up showing 5, 10, 15, 20 and 25 minute drive time contours.

LIFESTYLES OF THE RICH AND FAMOUS? While we can’t (easily) import our retail location and trade area boundary data directly into ArcGIS Online, we can arrange a tandem view of My Maps and Tapestry in separate browser windows (Fig. 11). Since most online mapping services use the same set of standardized zoom levels, it’s pretty easy to navigate to near identical views. In this example, My Maps drive time contours are on the left side and Census Block Group level Tapestry data on the right. Zooming in closer and adding retail location data shows that a majority of customers are found in the Tapestry Group “Uptown Individuals” (light blue – 3 sub segments) and to a lesser extent the “Upscale Avenues” (Lime Green – 4 sub segments). Again, if you click on a Census Block Group, an info bubble will open containing high level demographic stats and a hyperlink to the Tapestry Group sub segment (“Laptops and Lattes” in Fig. 12). Details of the “Laptops and Lattes” segment can be found on this link.

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Continued on page 44

Do you dream of a simpler path to success?

You can’t fight off restrictive policies on your own.

You’re unsure how to adjust your business to meet changing customer demands.

You feel the pressure to provide for your family and employees.

Advocacy, resources and education you and your watercraft dealership need to run your business with confidence.

Become a member today on MRAA.com.

Marine Retailers Assocation of the Americas

Continued from page 42

X MARKS THE SPOT (ALMOST) ESRI’s Tapestry overview (this link) states:

“Tapestry gives you insights to help you identify your best customers, optimal sites and under-served markets by understanding customers’ lifestyle choices, what they buy and how the spent their free time”.

So, with a little detective work, you can determine the geographic reach of your customer base (as drive time contours) as well as the lifestyle factors that influence their behavior as consumers. And, although we’ve come a long way getting to this point, we’re still not done! Stay tuned for our next installment where we’ll dig into purchase potential, spending behaviors and more!

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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CONNECTING VIRTUALLY AIMExpo CONNECT Trade Show

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“

ast year, the industry faced what seemed like insurmountable hurdles, but we came together and pushed through,” said Motorcycle Industry Council President and CEO Erik Pritchard in his opening remarks for the AIMExpo CONNECT virtual trade show. “Then we saw some welcome surprises, like the surge of interest in powersports.” That surge, combined with the odd cocktail of COVID protocols at the National and State levels, changed the way we do business, but not our industry’s priorities.

“Now, the industry is focused on continuing the remarkable momentum into and beyond 2021, with the goal of more riders, riding more,” he noted. “So with that, we’re going to start the year off right with AIMExpo CONNECT presented by Dairyland Cycle Insurance. We have a packed virtual show floor with more than 60 exhibitors, two days of education for dealers and more.”

The focus on the future and need to get more riders was augmented by the MIC Gas Tank Competition — basically our industry version of TV’s Shark Tank — where powersports entrepreneurs battle for a cash prize. Unlike TV however, MIC provided mentors to assist the innovators in getting their concepts ready for prime time (see “Jumping The Shark” on page 52).

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“We set our bar high and are looking forward to the challenges and opportunities ahead,” added Pritchard. The need for the show to go on in a post-pandemic world seemed to resonate with the more than 300 dealers who participated on both the virtual show floor and enrolled in the “Profit Solutions” educational tracks.

Between the dealers, distributors, manufacturers and suppliers, 86 exhibiting companies experienced nearly 13,000 virtual booth visits according to vice president and general manager of MIC Events, Cinnamon Kernes. “We knew people were hungry for a way to connect within the industry in a more meaningful way, and AIMExpo CONNECT offered the chance to do just that,” she said.

“We look forward to more opportunities to come together through our monthly MIC Symposium Series and more importantly, we’re looking ahead and planning for an inperson event taking place early 2022, so stay tuned!”

Behind the scenes, the data acquisition functionality also acts as a CRM program. “You know the customers info, the bike(s) models and makes they want to demo, their driver’s license details and even how long they have to wait to get on a bike…

All EZRiderDemo data is CRM compatible. “We procure and save all the riders data in their customer profile, including a photo of their driver’s license, address, email, phone, and even their riding history story,” explains Denais. “All of this data is then populated into the dealership’s dashboard for them to use as a sales tool for the lifetime buying cycle of the customer. Regarding credit app and closing the sale, our version 2.0 will allow dealers to electronically send customers a deal worksheet for their approval based upon their credit score.”

GAME CHANGER

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ne of the game changers Erik Pritchard specifically addressed during his opening remarks was the change in retail operations and the need for contactless transactions at the dealership level. One of the exhibitors and new MIC member EZRiderDemo has already addressed the needs and developed the technology to make it possible for customers to “Get The Key. Contact-Free.” But that is just the tip of the iceberg as the program combines CRM functions, geo fencing, demo rides and a host of other very different ways of meeting customer needs in the face of the pandemic-driven changes.

“Let’s start with the ability for any dealer to offer demo rides in a contactless transition,” says Vince Denais, President/ Founder of EZRiderDemo. “Customers take demo rides for granted in the automotive world, but it is unheard of in the motorcycle space. With the pandemic driving a surge in new customers who are expecting that automotive-level experience we enable dealers to deliver demo rides at a local level.”

“Our market survey revealed that the motorcycle buying customer is very frustrated with the lack of available test rides,” adds Mike Shell, VP Dealer Development. “Unfortunately, 80% of powersports dealers have limited or no demo ride programs. Those that do are doing it “old school” with no technology tools. We strive to deliver this customer-centric experience through our seamless technology that allows the customer to qualify for the demo based on their driving record and riding history. We automate the process and make it ultra-easy to demo a motorcycle.”

The consumer can schedule a demo ride in realtime at the dealership, or days/weeks in advance from their home computer or phone. The motorcycle is then parked in the dealers “demo” parking area. The sanitized key is placed in a sanitized open tray for the rider to receive and return the key.

The salesperson will then walk with the rider to the delivery area to answer any questions about the bikes features before the rider departs on the demo. Upon returning the rider will leave the bike in the demo area and return the key to the key bin. The salesperson will then answer all questions about how the rider enjoyed the bike, and if they would like to make a purchase today.

And this is just the beginning of the “dealership of the future” as the technology enables dealers to make transactions cleanly, cashless and touchless. “Future versions can also track the rider via phone GPS and offer demo “riding routes” for dealers to create, allowing for a better overall riding experience, understanding of the bike, and a smarter purchasing decision,” he concludes.

Miss seeing their virtual booth at the show? Click here: https://www.ezriderdemo.com/

FEBRUARY 2021

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Allen, who has visited retailers across America during her career. “When you take people like us who are in dealers every single day, we just bring a different level of knowledge and experience. We’re there firsthand, we hear their frustrations. So I really want to bring that to the board.”

TOWN HALL MEETING

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ive members of the MIC Board of Directors opened up about a number of hot powersports topics on day one of AIMExpo CONNECT. The board members discussed better ways of engaging customers, opportunities for dealerships, MIC priorities, and the need to drive association membership. MIC Board Chair Paul Vitrano of Indian Motorcycle and Polaris Inc., Secretary/Treasurer Jim Woodruff of National Powersport Auctions, and Directors Rod Lopusnak of Triumph Motorcycles America, Tim Calhoun of Quin Design Helmets and Nicole Allen of Akrapovic, shared their thoughts.

“The more that we, as an industry, can be in-tune with that desire of consumers to have experiences, and treat it as such, versus simply transactions – we can keep this thing going,” Woodruff said. He believes that many experience-seeking consumers of the past year were not seeking a specific-horsepower vehicle with certain specifications. “They just wanted to get out and ride,” Woodruff said. “Understanding this is critical going forward.”

“It’s not just with products,” added Allen. “It’s with customizing experiences. When someone goes into a dealership, they want a customized experience that caters to their needs.” Dealerships were recognized as a key factor in continuing the industry’s success of 2020. “I kind of want to be the voice of dealerships as well,” said

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“There are those dealers that are really trying – it’s almost blatantly obvious when you walk in,” Calhoun said.

“There’s just a buzz in the air and it feels great. I think we need to really look at how we’re compensating some of the employees in these dealerships as well, being very, very honest in that. (Last year) we lost some talent and some of it will never come back. And I’m not saying you gotta break the bank, but I think that incentivizing people to sell, incentivizing them to be excited and walk people out to stuff, creating that hand-off, and that experience, is very, very important.”

“There’s 7,000+ dealers in the country,” Lopusnak said.

“Join the MIC. Get involved. Just think of the strength that we could have. The impact would be unbelievable.

When you look at some of the competitive organizations that are out there, RV, boating… they’re super strong and dealers are very, very, involved. There’s no more passionate people than a motorcycle dealer, but we gotta get them involved, we gotta get them out, speaking the same language, pushing for the same thing. We need everybody to get involved, every piece of our industry, to work together.”

Vitrano concluded the MIC’s top strategic priorities and what it must accomplish. “Number one and number two are ridership,” he said. “We can’t put more emphasis on it than we have. We’ve been putting a lot of work into it.

We’re in the execution phase now. So that’s certainly the top priority.”

PROFIT SOLUTIONS! AIMExpo CONNECT Education

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he Profit Solutions Education Track was free for all AIMExpo CONNECT attendees. “It’s more important than ever to make sure you get the most out of every sale,” according to Andre Albert, Director, Sales and Marketing MIC Events. “AIMExpo CONNECT presented by Dairyland’s Profit Solutions Education Track offered four free sessions that helped participants maximize profits.

“Recognizing opportunities to educate your customer throughout their buying journey, making the most of the F&I experience, and taking advantage of markets you may not have considered are all tools presented to fuel your dealership’s growth.”

The educational track started on Thursday, January 21 and ran through Friday, January 22, however the virtual show floor was held open until the second week of February for registered attendees to follow-up at their convenience.

Can Visa and MasterCard force me to pay their high rates?

How do credit cards get hacked, and is my dealership at risk?

How do I win the chargeback game every time?

Why do businesses pay different rates to process credit cards? Is that legal?

Increase Operating Profits With Early Education & Engagement Presenter: Jim Jabbay, Vice President Specialty, SpinCar The most progressive dealerships are enhancing their backend profits with three key principles of effective merchandising: Educate and Engage – EARLY. Shoppers want to understand F&I options to make an educated decision about the products that are right for them. (Fact: 89% of consumers would be more interested in meeting with an F&I manager after learning about available products on a dealer’s website.) We’ll also show you digital merchandising best practices that can significantly boost the performance, engagement, and conversion rates of your dealership’s VDPs while making your inventory stand out from the competition.

The “I” in F&I — Protecting Your Sale Presenter: Jason Millar, Senior Director of Business Development for Dairyland® Enhance your customers’ experiences, secure your sales, and drive more revenue to your store by leveraging a better understanding of Insurance — the “I” in the F&I process. Gain practical industry expertise and insights that you can apply to your dealership’s process today.

Unlocking The Secrets Of Processing Cost, Risk & Compliance Presenter: Gene Lydick, Senior Vice President of Sales, MIC Bankcard Learn from and ask questions to a 25-year veteran of the payment processing industry and a 25-year veteran of the motorcycle industry. Gene Lydick, with the MIC BankCard Program, has seen and heard just about everything you can think of as it relates to payment processing within a motorcycle dealership:

The Importance Of Subprime Market Share Presenter: Ben Bonnarumma, President, American Cycle Finance The subprime market serves consumers who have limited or questionable credit histories, but don’t overlook the importance of this consumer base. This workshop will help you understand the subprime market and how to capture that market share while increasing the profitability of your dealership.

FEBRUARY 2021

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JUMPING THE SHARK

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favorite part of previous AIMExpos has been the MIC Gas Tank competition, an offshoot of the original PowerLily program back in the day. Over time the program has expanded from a women’s outreach program to encompass all powersports entrepreneurs. Brake Free Technologies, led by Alex Arkhangelskiy and Henry Li, won the 2020-2021 MIC Gas Tank Competition, held live online, on day two of AIMExpo CONNECT presented by Dairyland.

Motorcycle Safety Foundation VP Rob Gladden served as the host for the competition.

After all five Gas Tank finalists presented their business plans, Brake Free claimed the $1,000 Industry’s Choice Award – with votes from the audience – for developing its helmet-mounted, high-tech safety light. Then the MIC’s panel of industry veteran judges awarded the firm another $1,000 as the overall Gas Tank winner. The Brake Free team had already been recent winners on national television securing $200,000 for a 20-percent stake, from Mark Cuban and Robert Herjavec, celebrity investors on ABC’s “Shark Tank” show.

SportBike Chic, the women’s riding apparel company represented by Sean Rucker, took second place. Electric dirtbike manufacturer Hare Motorcycles, represented by Steven Harter, came in third.

“Congrats to all of the top five contestants,” Arkhangelskiy said. “I know how hard you guys have worked to get here.

And entrepreneurship is hard and we need all the help we can get, so a huge thanks to everyone at MIC, everyone that made this contest possible. Thank you to all the judges and definitely all the mentors. A special thanks to Jayson Wickenkamp (of Fox Racing). He’s our mentor... one of the best parts about being part of this competition is being paired up with him.”

Of the second-place competitor, SportBike Chic, Judge and MIC Board member Nicole Allen said, “Obviously, you’re hitting that niche market. We’ve got so many women riders coming into this industry and we want them to feel safe and comfortable, and I love that you have this great product offering. You’ve got a lot of cheerleaders behind you and we felt that you deserved that positioning.”

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Congratulating Hare Motorcycles for taking third, Allen added, “We chose you as our third-place contestant because electrification... is something that’s coming in the industry and we have to pay attention to it. Also, you’ve got those customizable features, so good luck to you guys. We think you did a great job.”

Rounding out the five Gas Tank finalists were Street Skills (with mentor Walt Fulton of Streetmasters) and Lawson AWD (with mentor Jim Kirkland, an industry veteran). Even though he didn’t take the top prize finalist “I look forward to making connections with leaders in the motorcycle industry who have a firm understanding of the relevant issues and trends related to motorcycling,” said Gas Tank finalist Jon DelVecchio at Street Skills LLC who felt he was a winner.

“The MIC Gas Tank program is valuable to the growth of my Cornering Confidence training program because the MIC is the motorcycle industry. I was inspired after hearing previous Gas Tank winners describe their experience on a motorcycling podcast.”

Dealers Bob Althoff of Farrow Harley-Davidson and Kim Harrison of Coleman PowerSports served as Gas Tank judges, along with Allen.

e DUC DEALERS SCRAMBLE eBikes e Arrivato -

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ENERGICA EXPANDS New Flooring & Consumer Finance Options - Page 56

NIKOLA NZT GOES UNDER

UTV Platform “Discontinued” -

Page 54

CURRENTS+

SHOCKING!

Ducati eBIKE È Arrivato After teasing the world with its range of eBikes at EICMA a couple of years ago, Ducati has introduced its first products for U.S. Dealers… and we have seen them in the showrooms.

“E-MTBs have various points in common with motorcycles, including the ability to convey great emotions deriving from the sense of escape and freedom, but also the possibility of discovering new landscapes and experiencing unforgettable adventures,” say the folks from Borgo Panigale.

“For this reason, Ducati and Thok E-bikes have developed a range of products that have a strong appeal to the sporting soul of the brand and are ready to meet the needs of the most demanding riders, whether they are motorcyclists or not.”

“We understand the passion for all things Ducati, but there is a need for performance to live up to the brand’s reputation,” says Mike Guerin, principal of flagship dealership Ducati Newport Beach. “The up-spec Shimano components and Öhlins suspension on the TK-01RR make it more than wall art for our usual customers to display.” How serious? Shimano’s EP8 drive unit is billed as one of the lightest, most compact motors in the segment, delivering 85Nm max torque with a servo assistance ratio of 400% — all charged by an integrated 630Wh Shimano battery.

For the less serious Ducatisti, there is the MIG-5 All Mountain with its 150mm front and 140mm rear travel courtesy of Marzocchi Bomber Z2 forks and Fox Float TPS shock absorber.

Other highlights include: Sram Guide T 4-piston brakes, THOK e-plus 29” rims at the front and 27.5” at the rear, 12-speed transmission 11-50.

And for the eCurious, Ducati offers the e-Scrambler, an “urban ready” trekking e-bike inspired by the design and attitude of the “Land of Joy.” Two colorways — iconic yellow and elegant “Matt Grey” — help it stand out. “Perfect for getting around city traffic and exploring open country roads, the e-Scrambler gets a 250-Watt Shimano Steps E7000 motor with 504 Wh battery and Pirelli Cycl-e GT tires.

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NIKOLA UTV SHORT-CIRCUITED

Teething pains continue. Nikola Corporation dumped CEO/ founder Trevor Milton last fall and has changed its direction, according to its Q4 report —including the termination of its UTV: The Nikola NZT (Net Zero Toll). Billed as a fully-enclosed electric high-performance side-by-side (and later spun as a hybrid) the NZT is no longer a priority. ”In the fourth quarter of 2020, Nikola made the necessary changes to refocus and realign the company,” claims new CEO Mark Russell. “You have seen us restructure our agreement with GM, cancel our battery electric (BEV) refuse truck program, discontinue our Powersports program and realign the company’s resources with laser focus on our core businesses: battery electric and hydrogen fuel-cell electric (FCEV) heavyduty trucks, and hydrogen refueling infrastructure.”

This time last year Nikola was burning up the newswires with claims of 590 horsepower, 775 ft./lbs. of toque, 4.0 second 0-60 times and a 150-mile range that would be delivered by four e-axles integrating inverter, gearbox and e-motors allin-one. Now all that is left is the smell of burning wires and smoked proformas!

Cutting to the chase, Storm Sondors says his “Metacycle” sports a top speed of 80 mph (130 km/h) thanks to its 8 kW nominal and 14.5 kW peak rear hub motor. The removable 4,000 Wh battery is rated for a range of 80 miles (130 km). And the MSRP? $5,000. The goal? Electric for everyone in 2021!

“Ride wild. Ride free. Free from noise, vibration, fumes, and fueling stations,” says the eponymous eBike maker. “Metacycle brings you the freedom to unapologetically experience the joy of the ride in its purest form. Built for an elevated transportation experience, SONDORS has favorably disrupted the electric bike industry as we know it, and we’ve only just begun… “

HEAVY METAL?

Sondors Says 80 mph & 80 Mile Range Are No Problem

The problem? No provisions for a dealer network! “Our practice is to make each SONDORS to order, then deliver it right to your door. This means we are not only eliminating the expense of the middle man, we are also cutting out the added cost of warehousing inventory.” Also eliminating any dealers for necessary service and repairs?

See more of the SONDORS story here: https://sondors.com/about/

CURRENTS+

FACTORING IN FINANCIALS

Energica Expands Italian-based eMoto manufacturer Energica is planning a major expansion into the U.S., looking to expand its dealer locations in time for the spring riding season. To facilitate implementation of this plan, they have forged an agreement with Westlake Financial Services.

The agreement with Westlake gives U.S. Energica dealers more flexibility with flooring financing, enabling them to display and demo product in showrooms for longer periods of time and in larger volume, optimizing their working capital.

“Thanks to enormous consumer demand for the new Energica motorcycles, U.S. retail sales are likely to almost double versus the previous year,” said Stefano Benatti, CEO of Energica Motor Company Inc., the Energica subsidiary in the United States.

“It’s become clear that our further expansion can best be supported with this kind of financial instrument, provided by so prominent a financial institution as Westlake Financial with more than 50,000 automotive and motorcycle dealerships throughout the United States and over $3.0 billion in managed assets.”

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MO MONEY FROM ENERGICA

Energica also announces its consumer financing program for the U.S. teaming with FreedomRoad Financial. “Until now we’ve relied on the financing programs provided by our individual dealers, which means that we couldn’t communicate a consistent national offer,” said Stefano Benatti, CEO, Energica Motor Company Inc. Benatti believes one of the most important tools to help dealers sell motorcycles to prospective customers is the availability of financing.

“At least 65% of all new U.S. motorcycle sales take place as a result of financing offers either from OEM’s directly, dealer programs, or (less often) the buyer’s own credit union or bank,” he adds “Our ability to support the sale of older models and Certified Pre-Owned units was also impacted. This agreement will change all of that and we expect great things as a result.”

Riders who wish to experience the acceleration, power and purity of Energica motorcycles will be able to finance New, Used and Certified Pre-Owned Energica motorcycles of all model years, according to Benatti. “Rates and monthly payments offered will be comparable to those provided as standard throughout the automotive and powersports industries. The whole Energica lineup of premium Italian electric sport machines will be available to fans of electric on a more consistent and affordable basis than ever before.”

Autocycle maker ElectraMeccanica is starting consumer test drives at public locations in Scottsdale, AZ; Cerritos, Corte Madera, Walnut Creek, CA, and Portland, OR. The Canadian company claims their three-wheel, single-occupant, all-electric vehicle is “the smartest commuter car on the planet.”

More than 83% of Canadian commuters travel alone in vehicles not ideally suited for this purpose. This results in congestion, driver fatigue higher fuel costs and increased air pollution.

“The SOLO is the ideal commuter car that fits perfectly into your busy lifestyle being both good for you and the planet,” Designed by a world-class development team, the design brief called for spirited performance and ultimate practicality. Its small footprint makes parking and navigating traffic a snap. Its long range electric drivetrain means completely skipping stops at the pump while its affordable price and great financing options makes it easy to own.”

TIME TO FLY SOLO

Shades Of The Old Corbin Sparrow!

Click here for more details: https://electrameccanica.com/solo/

The Fuel Loan Program Is Here The One Stop Shop For Powersports Financing Rates from 4.99% • 100% Paperless • Fast funding Now financing Slingshots and Can-Ams

Call (239) 315-7535 for more information.

FuelCapitalGroup.com

OFF ROAD+

LEGENDS & HEROES Jimmy Weinert Training Facility

By Charlie Williams

I

got to meet a national hero the other day, it was awesome, not only did I meet a hero, I met a new friend. The “Jammer” Jimmy Weinert — 1974, 75, 76 National MX and SX Champion — and me! You know what they say, never meet your heroes!

Jimmy has opened a training facility and riding park in Maysville North Carolina. Down east, not far off the ocean, Long Leaf Pine country. We were pulling in the gate just as he was pulling out and our meeting only took a few minutes. We were lost and Weinert was willing to tell us to get lost… talk about kismet.

Many levels of communication were at play and since he was more interested in a 12” Subway than he was in giving me directions, I’ll just make up our conversation. You see, first and above all you have the primal conversation between two rivals. Kinda like two dogs, woof woof woof.

“What are you doin up in here new dog? You wanna race me? Cause I’ll fucken race you!” Weinert growled and toed the ground.

I really don’t have the skills to challenge a 3x National champ, but I can’t back down, either! My only move was to step out of my sandals. The white socks and sandals already scream, “Don’t Give a Shit!” But to step out of them and stand in my socks was my only play.

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Old Dogs just growling. Here is what we really said to each other:

“Mr. Ellis it’s a great honor to meet you.” I stuck out my hand.

“Weinert, Jimmy Weinert…” he said, not accepting the limp fish I had extended.

“Oops, is Jimmy Ellis here? Captain Cobalt? The 1975 SX Champion?”

“Jammin’ Jimmy Weinert, it says so on the sign.” He motioned towards the sign and we all looked up.

“Jammin’? Are you the Hawaiian guy?”

“That’s John Desoto.... I’m Jimmy Weinert.”

“First American to win a GP in Spain in 1973?”

“That’s Jim Pomeroy.”

We are all looking up at the sign again.

“Oh yeah, Jimmy Weinert! I’m a big fan! Last time I saw you was at the Pontiac Silverdome in 1976!”

“Thanks for following my career so closely... So you want to buy my lunch or what?”

“Where at?” I’m careful like that after that time in Mexico with Chuck Sun!

“Subway.”

“Six inch or twelve?”

He looked down at his belly and said: “Twelve.”

“No way, boss, I’ve got a $4 expense account. I’d have to fill out a NFW form and that takes two weeks.”

My wife senses things are going south holds up the camera and say’s: “He’s still handsome!”

Well this knocks the champ back on his heels.

The photo is snapped. Perhaps the greatest MX photo ever taken… okay, maybe second best.

Big John stayed in the car, he was disappointed, he thought we were meeting Jim McMahon of WWF.

Wife says: “We have a friend you might know, Chuck Sun.”

Jimmy perks up again. Woof woof woof. You got Chuck in there? He’s looking in the back seat, “I’ll race him too!”

“We know Chuck, we don’t own him.” At the thought of two 70-year-old men racing, I flopped my head back and made a huge snoring noise.

Jimmy got in his truck and took off. For Subway I assume.

This conversation didn’t really happen, but it sure could have (unfortunately that time with Chuck in Mexico did and the Federales are still waiting… but that is a story for another time). Jim has a great sense of humor and in just a few moments we were just two crusty old dirt bike guys joking and teasing each other, no need for pleasantries, straight to the body shots.

We drove around the property as two dozers prepared the track for Sunday’s race. It’s going to be a sand track, and we all know the best riders in the world train on sand tracks. If you’re breeding a future world champion and can’t afford to winter in Belgium? JWTF might be an option. Ever hear of Cooper Webb? He grew up in the Sand Box about 40 miles north of JWTF and there was that time Weinert showed up to a Supercross race running a paddle tire… https://www.youtube.com/watch?v=HfnCE_ dTmVA&feature=emb_logo

There are plenty of camping spots and half a dozen little cabins for rent. Wienert has a full racing schedule and being located near Camp Lejeune Marine Corps base and the Cherry Point Air Force Base, there will be no shortage of strong young competitors. JWTF has two tracks on the property and a bike wash and offers Day, Week and Month long training sessions. DO IT!

Jimmy has all this great STUFF, but the most important thing he has is SOUL. If you can set yourself up to brush against greatness, do it, schedule a class or go to one of his races. Weinert has a terrific Vintage Race that draws riders from across the country! Do whatever you have to do, because Jimmy Weinert is one of the stars of our sport, plus he rides pretty well too!

So maybe I do need to come back and race that old dog, I wouldn’t expect to win, place or show, but man, they don’t make Champions like Jimmy any more, tap into his greatness, and his greatest talent, his personality….

Although I was still wondering why he left Hawaii.

6502 North Carolina Hwy 58 Maysville, NC 28555 Phone: (845) 313-6590 Email: weinert73@hotmail.com

FEBRUARY 2021

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Personnel Files

By Alex Baylon

CROSS-TRAINING Lessons Learned From The COVID Crisis

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e have all learned some tough lessons during the past year. Traditional roles and responsibilities were among the first COVID casualties as dealers had to learn to do more with less than ever before. Throw in the counter-intuitive sales surge in dirtbikes, UTVs and even scooters and you have many employees forced out of the areas of expertise.

Now that we can finally catch our collective breath, what lessons were learned during the pandemic? How about cross-training? Assembly lines do it all the time to prevent repetitive motion syndrome and to actually increase worker engagement and productivity over the long haul.

In fact, employee cross-training is a great way of helping an employee expand his/her skills outside of their immediate role or department. So why aren’t most companies in the motorcycle industry doing this? What about dealerships? In my opinion, dealerships should be at the forefront of cross training. Let’s just stay within the dealership departments as these examples will apply to the majority of the readers, but honestly the concept is applicable to most companies, big or small. Let’s cover the advantages of cross training your employees first.

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New Blood = New Perspective & Fresh Ideas When you have a person from a different department helping and cross training it can become a great collaboration of ideas. Einstein suggested that ‘If you can’t explain it to a six-year-old, you don’t understand it yourself…” so can you demonstrate how to do your job to a co-worker in a manner that they can understand it?

Getting another perspective is also a great way to get another set of eyes on how the process can improve.

Encourage them to ask questions and to give feedback!

Maybe a parts guy working with the sales department can suggest some highly requested add-ons to be installed on the unit. If the sales department is working with parts, it might work vice versa and they get to take away processes and ideas back to their department.

Service writers, and mechanics on a slow day may also be able to go help in parts or sales. I know a mechanic not busy is unheard of these days… but why couldn’t the Parts Dept. or Sales Dept. lend a helping hand to the Service Department?

Make It Voluntary This is a great way to see which employees have some drive to learn new things. When something is voluntary there is a different feeling about working a task than when its mandatory. However, if cross training is mandatory with the employees turning this into a positive, it is always the better way to go. The biggest takeaway is you could have an employee that shines a whole lot brighter in a different position.

Cross training is also rewarding in the fact that they learn something new and it breaks up the monotony of doing the same old thing day after day… which is exactly why workers are cross-trained on an assembly line. More importantly the line doesn’t come to a screeching halt if the lead widget installer gets sick one day.

Workflow / Vacation / Sick Leave Coverage When a department is overwhelmed or busy with customers, other employees can step in and help customers — after all, customer service is more important now than ever. Have you been in a situation when a valuable employee takes time off or sick leave, and all their tasks pile up while they’re gone? Not only does this disrupt workflow, it discourages employees from taking much-needed vacations because they’re faced with a mountain of work when they return.

Cross-training allows you to get others to pitch in and get some, if not most, of the absent employee’s work done while they’re out. And face it, some of you have been working overtime since the sales surge began and are going to need a break when the vaccines are delivered and “normal” work flow resumes.

Job Sharing With work-life balance becoming a critical factor among job seekers, cross-training allows dealers to offer some flexibility in schedules to attract more qualified

candidates. At the same time, certain positions do require constant coverage. Getting creative with jobsharing options is one way to have your cake and eat it too.

It falls on management to work with these employees to provide the options and flexibility they need. Crosstraining ensures that critical tasks get done at the dealership when an employee needs a day or two off.

When cross-training, it is important to keep the individual’s primary job with the company in focus and avoid putting them in a situation where they will neglect their daily duties or cross-train in a scenario where they cannot easily grasp the information and concepts presented to them.

I know that you’re thinking “We don’t have time for that” and I get it, but making training a priority improves employee productivity and morale… And maybe even makes for a couple of vacation days without sweating it?

For this to become a priority for department managers, this needs to come from the top down. In other words, consider cross-training the next dealer principal… that is if you can explain what you do to a six year old!

Try to keep the job in which they cross-train relevant to their current job and make sure it isn’t a far reach from what they are currently familiar with, so maybe putting your mechanic with the bookkeeper isn’t the best idea.

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.

FEBRUARY 2021

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Confessions Of A Customer®

By Eric Anderson

BOUTIQUE BUSINESS

The Art Of The Powersports Retailer

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hoppers are changing their habits faster than retailers. Are you keeping up? Or are you still in denial of such change?

Techno-innovation may be accelerating, but in my opinion the Internet, social media and Costco only make it easier for customers to buy more… of the wrong stuff! It’s still your job as a retailer to enlighten us locally on what we should own, Mr. Dealer, because we truly don’t know oftentimes until it’s too late.

If we don’t know the correct question to ask Mr. Google, we’re screwed by being trapped inside our own blissful circle of ignorance and fake, self-fulfilling, algorithm-driven pop-up pablum. And since we don’t visit your destination dealership (enough) to ask dumb questions as often as we used to, the old enlightenment process is more difficult for you to deliver in old-fashioned ways. It’s time to rethink how to reach out and influence us as to what we really need.

Commodities are things all people know about, thus shopping for them will always remain price driven. But since our powersports industry offers discretionary and recreational products, it still comes down to a differentiating shopping experience… which can be either digital or face-to-face. All too often we as customers realize our cyberspace-driven mistake only after we buy something too small, too big, too cheap, too expensive, too heavy, too slow or one that does not fit.

We’ve all done it… and regret not knowing how to properly research the purchase by ourselves. The most powerful search engine on the planet is still uselessly stupid unless you know the right questions to ask it. I just re-learned this fact buying a customized laptop computer from a local shop which asked me the right questions vs. the Best Buy across town who only wanted to hawk what was on their shelf now. I never knew the

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endless options until I spent time in a small shop interacting with another knowledgeable human being. My laptop is now personalized! Wow! What a difference!

It is a fact — smaller retail stores encourage humans to interact more with each other. It sounds old-fashioned to talk “small and local,” but it is becoming popular again. Wayne and Garth are even appearing in “Eat Local” TV ads by Uber Eats. Party on!

Now, how can we encourage customers to “Shop Local” at your store instead of the mega-motorsports store across the state or BigBadBobs.com? One word: BOUTIQUE!

The term “boutique store” is not just a snooty French word for a pretentious clothing or coffee retailer. Webster’s describes the use of this adjective: of, designating, or characteristic of a small, exclusive producer or business. Perhaps we have all been trying to grow up and be BIG… while the customers lately want the smaller retail experience for non-commodity products?

Things are coming full circle now that we realize what a pain megaretail and e-comm outlets are for getting customer assistance.

Online isn’t our only option — micro-retailers are becoming the new rage. Don’t think it’s happening in powersports? Have you looked at used motorcycle sales between private parties lately?

Craigslist, Facebook Marketplace and Cycle Trader are making anyone with a machine and gear in their garage into their own ranked micro-retailer.

If you do not think micro, someone else will — like your own customers. Stem that tide locally by helping customers in your area make better choices inside your store. Begin offering Certified Pre-Owned (CPO) machines with some sort of 21-point safety inspection and aftermarket warranty included in the price — something a driveway-to-driveway “as is” sale will never include. Give customers assurance and confidence to “shop local” in your social media posts —two very sought-after entities in this post-recession, mid-pandemic world. It also gives you more profit.

Big Box Retailers (BBR) are well known for their lack of customer service and poor shopping experience, but equally well known for great prices on, well, commodities. Perhaps it would be simpler for you all to study what BBRs do… and then do the opposite. Take some lessons from the food and beverage industry. Big chains are struggling in the face of poor-quality food, increased obesity and a colorless eating environment, yet smaller local grocers, family-owned breweries and organic restaurant retailers are flourishing (COVID closures excepted).

Consumers are changing and smaller businesses can accommodate these changes much faster than the juggernauts of retail. Similarly, boutique brands like Benelli, Triumph and Ducati have been revealing knobby-tired scrambler-class machines for years while the Big 4 Japanese have not sniffed the trend yet. Do you see the small/big metaphor… which equally applies to retail stores as the products themselves?

Think smaller in order to become more popular.

Becoming a boutique store doesn’t mean you need to speak with a French accent or serve tea with your little finger in the air.

Nobody is asking you to focus on pretentious hipsters either — that’s a passing fad, not a long term trend. “Shopping” — an

evolved form of hunting and gathering — is more long-lasting with periodic seismic cycles of quantity and quality.

The economy and conveniences of technology influence shopping, but do not fundamentally change the ultimate emotional value propositions: hunt, acquire, celebrate. If it’s worth their time, people will visit your store. If you don’t show them the value, in advance, they won’t come. Can you re-brand yourself as more of a specialty store like coaches and fitness instructors have relabeled themselves as “personal trainers?”

Get personal — become a boutique — then spread the word!

The Guggenheim Museum’s most popular ticket-selling exhibit in all of its history was “Art of the Motorcycle.” Even men’s magazines are still showing motorcycles as technical art. Vintage bikes are selling through Bonham Auctions as vintage art. So, are you treating your modern machines and associated gear like futuristic art… or like “racked and stacked” commodities?

Change the way you exhibit your fleet of products from a “storeroom” and convert your dealership to more of a “showroom” for a smaller quantity, but higher quality experience. More space = more value… like a gallery instead of a warehouse. If you are not a BBR yourself, then stop mimicking the BBR warehouse shopping experience! Evolve and upgrade to become more of an interpretive experience center. See — Hear —Touch —Experience — Buy. Numbers 3 and 4 are impossible for the Internet and e-comm retailers to deliver, so capitalize where they are weak.

THE ART OF THE MOTORCYCLE

A

nother trend you need to realize is the portrayal of art in and around various local boutique businesses. It adds value to the experience and further differentiates you from plain-wrap commodity suppliers. Not only is art portrayed in such businesses, their product for sale also approaches an art form mostly in the way they are elegantly displayed— chocolates, jewelry, espressos, apparel.

Trend forecaster and futurist, Martha Beck states, “We are entering the age of micro entrepreneurs.” Micro-breweries are thriving at the expense of macro breweries like AnheuserBusch. Local coffee roasters, tea shops and even bone broth bars (yes, there is such a thing)… are thriving in the presence of mega-monsters like Starbucks.

These food and beverage examples are hopping on the “go local” trend because many Americans are much more concerned with what we put in our bodies than ever before… and we love the personal shopping experience of these smaller, boutique businesses over the Dark Side’s corporate overlords.

Check out http://thelab.com/ — LAB stands for “Little American Business.” This business in southern California is also self-nicknamed the Anti-Mall. Could you also make your business more approachable for families and newcomers?

Enlighten us, please, by further encouraging our visit to your store--an event to be remembered and ultimately shared with friends.

Do you have a “custom experience” which you could offer over and above the local “cookie-cutter competition? There was a time when mom-and-pop” stores grew into superstores… and now the trend is somewhat reversing itself back to a smaller and more intimate experience. The Big Retailers will remain in place while the smaller, more local businesses begin to leverage their ability to provide something more unique. The real message here is to first think smaller… because it will lead to eventually becoming bigger.

And that is truly the art of the deal.

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AN INSPIRING YEAR Powersports Sales Up 18-Plus Percent New-model powersports sales increased 18.4 percent in 2020, with motorcycle and scooter sales rising 11.4 percent, according to the Motorcycle Industry Council Retail Sales Report.

“Overall, the industry had a good year under difficult circumstances,” said Erik Pritchard, MIC president and CEO. “The COVID-19 pandemic forced all of us to be nimble and to make the changes we needed to survive. In the end, many in the industry saw strong growth, and now our opportunity is to keep all of these new riders riding and to inspire even more people to join us on two, three, and four wheels.” Read More.

GOVERNMENT RELATIONS Famed Oceano Dunes Recreation Area Faces Phaseout of OHV Access California officials are looking to reduce OHV use, end machine-rental concessions, and study the possibility of phasing out all riding and driving at the Oceano Dunes State Vehicular Recreation Area.

The MIC’s Government Relations Office is calling on everyone wanting to keep public riding lands open to weigh in with public comments prior to the March 2 deadline.

“The GRO team has testified multiple times in opposition to limiting motorcycle, ATV, and OHV access at Oceano Dunes, and California Parks and the California Coastal Commission need to hear from businesses and consumers that stand to lose if these changes are made,” said Scott Schloegel, senior vice president at the MIC’s Washington office. “The team also held meetings with California officials and has submitted written comments. More will be coming from us before the deadline. We are also hearing that the California Coastal Commission may separately attempt to authorize a five-year phaseout study as part of a March 18 meeting.” Read More.

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BLM RAC BACK IN THE SADDLE

By Donald Amador

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ood to see BLM Resource Advisory Council meetings starting again. Having served on a number of federal RACs over the years, I believe they provide an important forum for diverse interest groups to share ideas and build relationships in support of managed recreation on public lands.

I have to commend the Biden Administration’s relaunch of BLM Resource Advisory Council (RAC) meetings in California.

In 2019, Acting Secretary of the Interior, David Bernhardt, appointed me to serve on the BLM’s Central California RAC. Now it’s coming full circle as the first meeting of the BLM Central California RAC was February 24, 2021.

This particular RAC advises the BLM on public land issues within the boundaries of the Bakersfield, Bishop, Central Coast, Mother Lode and Ukiah field offices, which comprise the Central California District. According to the agency website, the BLM maintains 37 chartered advisory committees located in the West. These include 30 statewide and regional Resource Advisory Councils; 5 advisory committees affiliated with specific sites on the BLM’s National Conservation Lands; and two others, including the National Wild Horse and Burro Advisory Board and the North Slope Science Initiative Science Technical Advisory Panel.

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RACs are sounding boards for BLM initiatives, regulatory proposals and policy changes. Each citizen-based council consists of 10 to 15 members from diverse interests in local communities, including ranchers, environmental groups, tribes, state and local government officials, academics, and other public land users. Regular RAC meetings are also open to the public.

The Department of the Interior (DOI) established the RACs in 1995. RAC members vote on recommendations related to public land management and provide those recommendations to the designated Federal official who serves as liaison to the RAC. The Designated Federal Officer is usually a BLM line manager, such as the state director or district manager.

Although RACs are solely advisory in nature, the contributions of RAC members are of great value to the BLM and have aided in the development of balanced decisions that serve the interests of all public land users.

Upon the request of the Designated Federal Officer (DFO) the RAC may develop recommendations for BLM with respect to the land use planning, classification, retention, management, and disposal of the public lands within the area for which the advisory council is established and such other matters as may be referred to it by the DFO.

The RAC can also make recommendations on programs and policies to increase outdoor recreation opportunities for all Americans, expand access for hunting and fishing on BLM land in a manner that respects the rights and privacy of inholders, and implementation of the agency’s regulatory reform initiatives. t’s great to get to see the Administration restart RAC meetings. It is an honor to serve on this RAC since most of my recreation and resource management career has been spent on public lands within the RAC boundary.

Managed OHV recreation in the 21st Century is a sophisticated activity and has many moving parts which include construction of engineered trails, restoration of lands damaged by unauthorized use, law enforcement, maintenance of existing trail networks, protection of cultural resources, planning for new OHV areas, and education/safety programs.

OHV is a significant contributor to the economy and an important part of the California state-wide recreation opportunity matrix. OHV recreation is also an important partner when it comes to addressing the growing threat of intense wildfires on both public and private lands. I look forward to working with other user groups on the RAC in support of access to, and resource management of, lands within the RAC’s project area.

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

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

Remember, Respected Access is Open Access.

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

Big things can come to fruition quickly and easily when the right focus and determination is applied. Kirsten Midura, who started Engines for Change in 2019, started with a single beach cleanup in New York. By the time COVID-19 hit, she and her moto friends organized logistics and support for sewing masks, giving rides in sidecars to doctors and nurses as well as making hand sanitizer for frontline workers. Engines for Change became a common link between organizations and motorcyclists who were working to save their city. Ms. Midura is not the only moto-based voice in the wilderness.

Porsche Taylor of Black Girls Ride has made an entire movement giving people of color a voice. She has created a community in which they can be heard and connected to each other via her magazine and rides. Taylor has brought all types of riders together through being steadfastly and unapologetically herself, catching the attention of major sponsors, including Polaris Industries.

By Alisa Clickenger

COME TOGETHER RIGHT NOW Singing The Praises Of A National Powersports Dealer Association

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ithin the powersports industry there’s been a call to action to form a National Powersports Dealer Association (NPDA). Believe it or not, dealers don’t currently have a unified voice… and no one really seems to be addressing the dealers’ true needs. Sure, there are 20 Groups and dealer-focused magazines — however these informational tools, albeit good ones, are not a unified platform where dealers can come together with a shared vision, common interests and a unilateral voice. By the dealers, of the dealers and for the dealers, so to speak.

Dealers are where the rubber meets the road, yet this critical juncture has been curiously silent for the past 118 years.

Strong dealers focused on retail excellence would lead to a better customer experience and buoy the entire industry.

A possible mission statement for the NPDA could be to lead, strengthen and educate powersports dealers through professional programs and services that improve business skills of management personnel, as well as the technical capabilities of non-management employees.

Programs could be created to facilitate online education, co-op purchasing programs, insurance benefits for dealers, sharing best practices, as well as benchmarking and better communications. Members could have a unified body to share their views and concerns to all branches of federal, state and local government. Sounds like a major undertaking, but it may be a concept who’s time has come.

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And my own business pivot from leading Women’s Motorcycle Tours to creating Women’s Motorcycle Conferences has been enormously successful in just a short amount of time.

We’ve gathered female riders from all across the spectrum of bikes, riding styles and abilities. We’ve received major support from the industry and have been able to provide connection and community in a tie when people are stuck at home.

What do three entrepreneurs in the powersports industry have to do with creating a dealer association? Listen up NPDA: None of us had funding, committees or employees.

We simply took advantage of the opportunities in front of us and ran towards the gaps we saw, throwing our unique talents and skills at the vision we wanted to bring to life, and created something remarkable. We didn’t ignore a need, we didn’t let ourselves get chained to “it’s always been done this way so why change?” — and we didn’t listen to the naysayers.

Creating a National Powersports Dealer Association is an opportunity for dealers to combine your collective knowhow, learn from each other and bring to life something extraordinary and useful. An opportunity to lift each other up through knowledge and peer support, fill in those gaps and elevate this industry through shared knowledge and expertise. This is the dealers chance to strengthen the industry, leave a legacy and build a lifestyle for the sport we all love!

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

COLLABORATIONS

The whole is greater than the sum of its parts. Peanut butter and jelly, Sonny and Cher, FMF and 100%… wait, what? How does an exhaust pipe company hooking up with the goggle guys? There is a method to the madness and Lil D, Donny Emler Jr. shared the vision in late January.

“On behalf of Don Emler and FMF Racing, we would like to welcome you our next VISION — FMF Visionary Performance. We have been hard at work behind the scenes for the past 8 months working eye-to-eye with the #1 goggle manufacturer in the world,100%, to bring a new brand to the marketplace. These two iconic brands have teamed up to create some fresh horsepower and push the boundaries on performance and FUN.”

“After working with FMF and the Emler family on multiple projects, it’s exciting to bring together two iconic MX brands, adds Ludo Boinnard, 100% CEO and Co-Founder. “We will be manufacturing the goggles and organizing distribution globally, while collaborating on marketing efforts to bring the brand to life. Together we will be able to support the industry and sport even more with the addition of the new FMF VISION brand.”

Look for this dynamic duo to launch with a full roster of athletes led by 2020 MX National Champion Zach Osborne, FMF/KTM Factory Off-road Champion Dante Oliveira and 2020 National Enduro Champion Grant Baylor. The line launches with youth and adult sizes, two price points and 50 combos!

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Photo courtesy of FMF

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FMF VISION

“FMF Racing was built around passion for dirtbikes and performance product,” notes Donny Emler Jr, FMF Racing Marketing and Brand Director. “Teaming up with a company like 100% to bring this new vision to life is a remarkable situation. Powering global championship athletes to the podium, we look forward to this new segment for FMF Racing and sharing our VISIONARY Performance with the world.” The initial collection features more than 50 different goggles across two platforms: The PowerCore and The PowerBomb. Complete with Youth and Adult sizes, film systems, over-the-glasses models, and a full range of goggle accessories, FMF Vision is set to bring a new VISION to athletes around the world. PowerCore Goggles start from $22.50 and PowerBomb Goggles from $42.50. Visit www.FMFRACING.COM

YANKEE CLIPPER SHARES GLOBAL ADVENTURES

Veteran moto journalist Paul Clipper has been sharing his global adventures covering Six Days back in the day. However, his latest offering being made available in print after being offered on Kindle is closer to home. The Nevada Rally, planned and executed by Franco Acerbis and his Acerbis Adventure team, swept into the Silver State in 1993.This book is the story of the three years of the Nevada Rally. Originally covered in Trail Rider, this compilation is a combination of new material, reprints from the magazine and photos taken at the event.

Each year of the rally is given a chapter in the book, as seen through the eyes of the author, who participated in the rally each year; two years working for the organization and the third year as a racer. “Never before—or since—have I been able to feel so immersed in a race,” claims Clipper. “In the end, it was, just as Franco envisioned, one huge family of like-minded people brought together to experience every human emotion imaginable in one non-stop week of activity in the Nevada desert.” Relive the Acerbis Adventure: .https://www. amazon.com/gp/product/B08W7DKBF2/ref=crt_ewc_img_hu c_1?ie=UTF8&psc=1&smid=ATVPDKIKX0DER

SERVING THEM SUNNYSIDE UP

After three years of incubation, Reno-based Sunnyside OffRoad has hatched an egg-shaped off-road trailer for UTVs… and served up a new profit center for dealers in the process. The “Boony Stomper” features custom-fabbed long travel suspension and only weighs 586 pounds… perfect for towing behind UTVs. “It can be made street-legal and pulled behind a 4x4 truck or SUV as well,” confesses our staff customer, columnist Eric Anderson. “I saw one at my KTM dealership a month ago and reached out to them as a local business. They have generous 20% margins. There also will be territories available in the Midwest and east coast for independent sales reps.” “I was tired of pitching tents nightly on my long side-by-side rides, and there simply wasn’t a camper/trailer on the market that was light enough, smooth enough or tough enough to handle the extreme terrain I ride,” explains founder Jon Whipple. “Most importantly, I needed a sleeper trailer with incredible suspension that would not slow me down or affect my ride.” Scramble over to the website for more: www.sunnysideoffroad.com

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STANDS FROM STAND-UP GUYS

Despite their name, Dirtbag Brands are pretty stand-up guys. Take their work stands for example, generous margin, quality product, full range of colors and no e-tail undercutting. “We get it,” says Dirtbag Josh Salazar.

“We are the only brand available to those that actually operate a storefront operation. We want to continue to build a line of products that you don’t have to deal with the usual, “Can you match this price?” while showing you a picture from something off of a third party website!” Instead, they stick to MSRP and offer dealers quantity breaks (1-19 dealer cost is $29.99; 2049 dealer cost is $27.49 and 50+ unit orders drop the dealer cost to $25).

“You can stock these with confidence. Made out of durable steel for years of use and abuse. Dirtbag Brands are here for you and your dealership,” concluded Salazar. “Please do not hesitate in contacting us!” http://www.dirtbagbrands.com

SAWICKI BRAND SET TO SHINE

In an effort to demonstrate they are not just a one-off custom pipe company, Sawicki Speed has teamed up with Brands That Shine and added HardDrive as a distributor for their full range of exhausts for Harley-Davidson and new products for Indian Motorcycles. “We are really at an inflection point in our business where we needed someone with the depth of Jessica’s experience to help us formulate the best strategies for broadening the reach of the company in the V-Twin exhaust marketplace,” says Sawicki Speed president Jason Bowne. “The experience and reputation across the industry is important, but just as important, when we were introduced to Jessica and her team, we really just clicked.” Shine says she was attracted to the vision of Sawiki’s new management, along with its investment into quality control and new product development. Lifetime warranties on its products and the Made in USA message also helped. “That’s something that isn’t very common in the exhaust product segment, but speaks directly to the desire of providing the customer with an elevated level of service and performance,” she says. Check with your HardDrive road rep for more details: https://www.hdtwin.com/

FASTWAY GASGAS GOODIES

Fastway by Pro Moto Billet has broadened its range of trick components to include the 2021 GasGas off-roaders. “Keep an eye on Ricky Russell, Coastal Racing-GasGas, while he goes to battle in the GNCC and NEPG Series, riding on the new Stainless Steel EVO-EXT pegs,” notes the Nampa, Idaho-based manufacturer. Long known for their exotic enduro essentials like billet kickstands that really work and legal spark arrestors that stop sparks cold, Pro Moto Billet added Fastway’s trick bits of kit and has now expanded to the GasGas platform. In-Stock Orders Ship within 1-2 Business Days, Backorder Production Lead Time from Your Order Date: 6-8 Weeks Footpegs, Kickstands, Spark Arrestors. https://fastway.zone/

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HAMMER TIME!

Competition Can’t Touch Can-Am Courtesy King Of The Hammers Media

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et’s break it down, the toughest week in motorsports has become Can-Am’s private playground. For the second year in a row, BRP-backed UTV racers swept the podium… the only difference was the order of finish.

Kyle Chaney, Cody Miller, and Phil Blurton finished one, two, three at the 2021 King of the Hammers. If you have been living under a rock somewhere, KOH is motorsports equivalent of Burning Man and has been happening for the past 12 years. Classes for everything from the “Every Man Challenge” to the “King of The Motos” for bikes are raced in the Johnson Valley OHV area, but it is the UTVs that have really come into their own.

There is no denying the volume of UTVs taking over the desert. The Can-Am UTV King of the Hammers Presented by Progressive proved that with 113 side-bysides taking the start. However, King of the Hammers is known as the most brutal one-day race for a reason.

Only 46 vehicles finished. That didn’t deter Chaney from cashing in after nearly crashing out last year.

Chaney was on a roll, earning $10,000 earlier in the week at the Toyo Desert Challenge and then adding $25,000 for winning the UTV King of the Hammers. Last year Chaney was on a different kind of roll, dislocating his toes and breaking his foot when his UTV rolled on him.

Despite that adversity, he still managed to finish second in 2020, giving the competition a glimpse of what sort of resolve they should expect from the Ohio-based racer.

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“I wanted to make it through the desert loop” Chaney confessed. “It had a bunch of nasty chop in it and I knew making it through that part of the course was going to be key today. I knew I could get through the rocks. But the desert was going to be tough.” Chaney completed the 121-mile course in just three hours and 47 minutes.

The course started with a desert lap that combined tight, twisty ridgelines with mixed high-speed lakebeds.

From there the difficulty level ratcheted up as the competitors had to traverse brutal rock crawling trails including Jackhammer and Bender Alley; trails that challenged both team and machine.

Despite the difficulty in 2021, 46 of 109 UTVs finished the race within the 10-hour time limit. By contrast, in 2013 there were only 35 total entries, and only three of those reached the checked flag. This year, Chaney and the Miller brothers also entered the 4400 race on Saturday, driving the same Can-Am Maverick X3s they raced in the UTV race. “We will tear the whole thing apart tonight and have it back together by the morning,” Chaney disclosed.

Tear it apart they did and race again on Saturday, too.

Unofficial live timing and scoring had the two Can-Ams crossing the finish line together in 11th and 12th place against the V8 powered, purpose-built rock crawlers!

Definitely a good week for UTVs in general and Can-Am in particular!

Photo by Harlen Foley

TOP 10 CAN-AM UTV KING OF THE HAMMERS 1) 2) 3) 4) 5)

Kyle Chaney Cody Miller Phil Blurton Ronnie Anderson Jay Shaw

6) Jacob Versey 7) Mitch Guthrie, Jr. 8) Loren Healy 9) Jason Scherer 10) Cole Clark

Full results here: https://www.ultra4racing.com/2021-can-am-utvking-hammers-finisher-results

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THE VIEW FROM CHECKPOINT #3 Fear & Loathing In Hammer Town

By Robin Hartfiel

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“

reetings Earthling… Welcome to checkpoint 3.”

No question, weird things happen out in the high desert. Hunter S. Thompson Bat Country runs into UFO Conventioneers at Giant Rock kind of things… and then there is the Integratron where George Van Tassel was being parceled out the secrets of the universe… but this is not about that. This is about working King of the Hammers/ King of the Motos type craziness!

The day certainly did NOT start off auspiciously…3:30 a.m. wake up calls are never good. Losing my receipt for the mandatory COVID test in the early morning fog didn’t help and paying for a second test at the entrance to Hammer Town and having to wait for the results cut precious minutes off my ETA to shoot the start of King of the Motos. But breaking my camera in the mad dash to reach Chocolate Thunder fixed that “problem” about getting photos. Zero cell reception, missing my ride and burying my 2WD truck up to the axles a mile from the start is when I started getting a wee bit perturbed.

But I figured a mile run up hill in the sand would help settle my frazzled nerves… or at least cause a brain aneurysm to take my mind off missing the start.

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However in the desert, like Blanche DuBois, I have always relied on the kindness of strangers! Some random strangers saw me hoofing it away from the stuck truck and gave me ride right to the start just in time to see the first wave of bikes flagged off. When the last bike finally struggled over the crest of the hill, I looked back to see my riding buddy Paul Golde hanging out with Oscar Jackson (the man responsible for the turbos in Honda Talons) and they had a spare seat in Oscar’s personal Talon test mule… but it gets better. Much better! And there were dogs… not just any dogs, but a cute little Basset Hound. But I am getting ahead of myself.

Paul was talking to a pal he had worked with at Vetter 30 years ago — Steve Reese was the facilities manager at the the sprawling Vetter factory in San Luis Obispo during the 1970s and ‘80s. Turns out Steve had a tow strap that could pull my stuck truck out with. And then it got better... much better. Steve’s UTV was emblazoned with the logo of Barrel House Brewing Co. Shades of my days as editor of All About Beer magazine! Not only did my benefactors unstick the truck, they insisted I follow them to their oasis base camp — a full blown mobile brew pub, complete with carne asada breakfast burritos and an endless supply of cold beer…. And the aforementioned dogs, with whom I was very popular with when I dove into my burrito.

Then it got better… and weirder. This is the desert after all, and it is Hammer Time with all kinds of crazy masochists abusing their vehicles in the toughest race terrain the desert has to offer. I channeled my inner Charlie Williams and volunteered to man Checkpoint #3 with Paul and Oscar.

Very cool to spend the day talking turbos and all manner of race craft with Mr. Jackson…

Very weird to be 14 miles from anywhere on a closed course and not having seen a soul all day, crack open one beer and suddenly have King of the Motos creator Jimmy Lewis ride up out of nowhere asking if we had a spare cold one.

Apparently that sound resonates at higher frequency than humans can hear, but draws Jimmy in from miles.

So now, we are talking Hammers history, the best lines through impassable trails, beers and the nuances of GPS. Almost on cue the first racers come blasting into the checkpoint where Paul greets them as earthlings, Oscar calls out the time and I log in the race # and time through CP#3.

Meanwhile Jimmy offers sage advice to each competitor.

Like Dr. Phil, he tells each racer what they need to hear… tough love, outright ridicule for their inability to use a GPS and useful line selection tips are liberally dispensed by Dr. Lewis.

After Hart, Haaker, Robert and Webb pass though, there is a lull in the action and Jimmy vanishes. We spend the next couple hours marveling at the masochists as they struggle through the desert, Paul still cheerfully greeting them as earthlings. Finally, the call comes through on the radio that the race is over and anyone reaching CP#3 is to be sent down an easy sandwash back to Hammer Town. Work

done, Paul cracks a celebratory beer and like magic, Jimmy is back! You can’t make this stuff up.

He has already cruised around the course twice while 60% of the racers have houred out before ever reaching CP#3 once. Jimmy quaffs his beer and says, “Watch for the naked guy!” Before vanishing again. Unfortunately, we are having to tell the stragglers their race is over and send them down the wash… sure enough, one of the last guys to come though is wearing a chest protector, helmet, boots and very little else. Weird, but it is the desert and it is Hammer Time.

Exactly 28 minutes after the official closure, we hear a 2-stroke screaming down the course and the rider yelling louder than that… DON’T CLOSE THE CHECK POINT! #37 comes blasting up twice as fast as Trystan Hart did (twice) waving his watch triumphantly saying “I made it by 1 minute, you have to let me finish!” Unfortunately, he misunderstood at the rider’s meeting and was crushed to learn he was indeed 29 minutes too late. Then it got weirder…

In true Fear & Loathing fashion, the bats started swarming out of the cliffs as the sun went down. Lacking any pharmaceuticals and lamenting the fact that Jimmy Lewis had finished off the last beer, it was time to pack in CP#3… besides, we had already seen the naked guy come through.

Then it got better… much better!

We went back to the Barrel House Brewing Co. compound for tapas and libations and to watch Supercross on the big screen TV… and see the dogs again, of course. Nothing like a cold beer and warm Basset for a nightcap.

Just another day in the desert during King of the Hammers.

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KING OF THE MOTOS What A Difference A Year Makes

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ith a $15,000 purse on the line and nearly a year of no racing for most of the 90+ “gnarly good” riders, the start to the King Of The Motos was even more electrifying than usual… and the shocking results stunned some, too as Trystan Hart beat defending champ and 5X winner Cody Webb and 2X winner Colton Haaker, as well as a full field of the best desert racers in the world.

Photos by Mark Kariya

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“I’m not sure if it should be considered a changing of the guard, but Trystan Hart put it to the rest of the field with some great riding and being in the right place at the right time,” said veteran moto-photographer Mark Kariya. Kato has logged more miles covering desert races than anyone… certainly more than young gun winner Hart has raced his entire life, so we will take his word for it, along with the photos to prove it. “Hart started the hard enduro season off on the right foot with a well-deserved win over two-time King of the Motos victor Colton Haaker and five-time winner Cody Webb.”

After finishing in second last year, Hart was definitely dialed in this year, completing two laps on the brutal course before 60% of the field even made it to the third checkpoint of their first lap. “What makes this race special is not just the purse, but the live coverage with helicopters following us,” said Hart at the finish line at the base of the infamous Chocolate Thunder, just outside “Hammer Town” in Johnson Valley, California.

“It is like a city in the middle of the desert out here, and it is really cool.”

How did Hart pull off the win over Webb and Haaker?

“I guess I am older now. I have matured. I was only like 19 when I first raced here.” For the record, by “older” he means 24!

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“The difference between the top four or five guys and the others was significant, and I know that anyone who lines up for races like this has to be gnarly good,” notes Kato. “It’s just that the cream of the KoM crop must be considered equal to the best anywhere else in the world. It made for a good show, though most of the crowd that moves into Hammer Town are there for the four-wheeled shows.”

Some sideshow! Nearly 100 “gnarly good” racers took the start at 9:00 a.m. and by 3:30 p.m.roughly 60% still had not made it around the 2021 All Balls Racing Group King of the Motos course even once. The day started with a short six-mile prologue beginning and ending near Chocolate Thunder. Don’t let the length fool you into thinking that this was an easy course, though.

It went up Jackhammer, down Jack North and up Wrecking Ball, the same boulder strewn canyons used for the unlimited car race at the end of the week.

Worse, Justin Leineweber’s afternoon course was unmarked and required each rider to follow the 14mile route on their GPS. Increasing the importance of navigation may have been what it took to topple 2015 & 2017 title holder Haaker. “I’m terrible at the navigation,” he readily confessed. Haaker had been hanging back as Hart and Taylor Robert led much of the race… until Robert went down and relinquished a couple positions late in the race.

“I mean I literally just keyed off of them all the time…

I hardly even looked at my GPS,” Haaker admitted. “I didn’t want to lead. To be honest with you, it wasn’t going to be good if I was to lead… I knew I was going to go the wrong way and then I’d have to catch back up anyway. So, I just kind of sat back.”

Meanwhile Webb may have been undone by a pit stop.

The 5X winner was the only one to stop for fuel during the race, a decision that ultimately cost him time to Hart and Haaker. “I kind of hung back expecting we would get a show stopper and everyone would be hung up but there was nothing like that. So, I put myself too far back at the beginning and sprinted to catch up and I am not happy with what I did on the course, but happy to get third.”

However, there was no denying that Hart put it to everyone and was clearly the class of the field. “Trystan has proven he belongs up there,” said Webb. In years past it’s kind of been me winning a lot of these races and a couple of other guys here and there but right now I think today there could have been four guys who could have won so I think the talent is getting deeper and it’s really good for this sport.”

Kudos to Justin Leineweber and his crew! Despite finding out the race was back on only a couple of weeks beforehand, Justin laid out miles of virgin course, plotted all the GPS points, hustled up volunteers to work the checkpoints and literally (okay figuratively) moved mountains to make sure King Of The Motos came off without a hitch. As Paul Golde said, “Jimmy Lewis only cruised around the course twice, just did it 6 times in the last 6 days! He worked his arse off laying the course out and running the show.”

Changing of the guard? Trystan Hart is the new King Of The Motos!

2021 King Of The Motos Top Ten 1) Trystan Hart 6) Will Riordan 2) Colton Haaker 7) Max Gerston 3) Cody Webb 8) Cooper Abbott 4) Taylor Robert 9) Keith Sweeten 5) Cory Graffunder 10) Dustin McCarthy Justin Leineweber tells defending champ Cody Webb he has to surrender his #1 plate (below).

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AVE ATQUE VALE Don Graves

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nother pioneer of the motorcycle sport and industry has passed away. Don Graves’ good friend and associate Rob Hassay reported that Don died peacefully in his sleep back in December. Anybody who ever exhibited at the Dealer Expo or the IMS tour will always remember Don being the first one on duty during set-up days, bringing coffee and a bright smile to start off another great show!

“Mr. Graves, you were the consummate gentleman, a voice of reason, a teacher, an industry leader & advocate, and all around good man,” says IMS boss Tracy Harris. “We will miss your stories, your advice and your huge zest for living life fully every single day.”

“Our motorcycle world has a hole in it today that will never be filled,” adds Hassay. “One of our greatest, my best buddy and mentor Don Graves left us, his family and this world. Wish I had words to describe what Don meant to our industry and so many of us individually. Now Don joins his pals Everett Brashear and Ron Bishop in being Guardian Angels to us all. While we have lost an industry leader and pioneer, Don’s family has lost their loving Father and Grandfather. Please keep them in your prayers.”

In addition to being a “Trailblazer” in every sense of the word (see sidebar), Don is one of the initial group of Industry Icons included in Gene Woods Hot Shoe Hall Of Fame in Las Vegas. But that is only the tip of the iceberg for this cool cat. Everybody knew Don, but few know how much he did during the formative days of this industry.

Guess why Kawasakis are green? Mr. Graves!

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“We helped Ken Boyko prepare this interview with the late Don Graves for everyone to see what a neat, influential guy Don was for the motorcycle industry,” says Todd Huffman, producer of The Motocross Files. “Nothing fancy, just fun stories about Mr. Honda and Kawasaki’s green color from a guy who was there.”

Don Graves, Trailblazer

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ccording to motorcycle industry historian, former Dealernews publisher and long-time friend Don Emde, Don Graves, 89, was part of a group of motorcycle enthusiasts who helped get the Japanese motorcycle manufacturers established in the United States in the early-1960s. Don first became a sales rep in Texas for American Honda and in 1960 was making news with racing success on a little 50cc Honda. He rose up in the industry, moving to Suzuki, Yamaha and later Kawasaki, where in 1968 he became their National Sales Manager.

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The U.S. motorcycle aftermarket was also in need of people with business experience to run their companies. Graves eventually left the OEMs and took on numerous positions through the years with companies including S&W shocks, Interpart, K&N, LeMans Corporation (Parts Unlimited and Drag Specialties) and others.

Don always stayed busy. Based in the San Diego area, he was a partner for many years with Baja legend Ron Bishop in a Husqvarna dealership. He also managed the Accessories Pavillion at the annual IMS consumer shows and in his later years worked with his good friend Rob Hassay representing aftermarket manufacturers at the big rallies such as Sturgis, Daytona Bike Week and Biketoberfest.

“I can add personally that I will always remember Don as one of the founding fathers of the modern motorcycle industry in the United States,” says Emde. “He and fellow pioneers such as Paul Collins, Everett Brashear, Don Brown, Gary Bryson, Blaine Birchfield, Gene Trobaugh, Jack McCormack and others had their fingerprints on some or all four of the Japanese manufacturers in their careers. They also were great mentors to many of the next generation, including myself. They showed us how to make things happen and I am thankful that Don Graves and the others let me in their circle through the years.

“As President of the Trailblazers, let me say that we will miss Don Graves greatly. He was a long time member and inducted many years ago into the Trailblazers Hall of Fame.”

Godspeed old friend. — Don Emde

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

FEBRUARY 2021

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He Is Telling You The Truth!

By Lowell Anderson, Founder & CEO simplysoundconsulting.com

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read Eric Anderson’s ‘Confessions of a Customer” in the January issue and I have to admit I thought it was really spot-on. (Don’t tell him…he’ll get the big head) Working as a consultant in the motorcycle industry for the past three years after spending 20+ years on the corporate side, I can honestly say that what he is telling you is absolute truth!

Our industry has gone from a group of motorcycle enthusiasts who applied business practices to their skillsets, to large groups of self-proclaimed corporate “gurus” who haven’t got a clue what they are selling or whom they are selling it to. Riders have been replaced by groups of “educated” cronies with MBAs making huge paychecks. However, they cannot make a simple decision without reviewing tons of data and having 15 meetings.

Everything is a long, drawn-out process and if they finally make a decision, it is usually the wrong decision. These “teams” cause huge delays and financial losses for the companies they serve. The market does not wait for anyone.

Good, successful companies have strong leaders who are engaged in the industry they serve. Not the current crop of second-guessers suffering paralysis through analysis.

The best business success I have ever experienced in this industry was when I had a leader who supported his leaders and let his leaders make the decisions for the areas they were delegated. For those reasons we experienced huge financial success in a few short years. That company was KTM, and that leader was the late Rod Bush.

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Losing All Historical Knowledge Our industry was once filled with people who had firsthand knowledge and personal experience. Motorcycle enthusiasts dominated the leadership roles in our industry.

Everyone rode motorcycles and they loved the industry as a whole. These people understood the customers and often could make good decisions based on their personal knowledge alone. Between listening to their customers and their own seat of the pants expertise, they were able to make decisions quickly and correctly.

Over the years there has been an influx of corporate leaders insisting on bringing in people with MBAs to do remedial jobs simply because that is the language the new leadership speaks. I have interviewed hundreds of people over the years for jobs in the motorcycle industry.

I have had HR teams tell me that asking if a candidate was a motorcycle enthusiast was not a relevant question. Why would we not ask that question? If you’re hiring a welder would you ask them if they know how to weld?

Why would you hire a leader that cannot recognize the difference between a Honda and a Harley? I literally had a Director of Merchandising ask me what the difference was between a dirt and street tire. I also had a Director of Marketing put a Triumph® motorcycle on an ad for Harley® parts. They both had spent some time in the industry, but never had any interest in really learning about it.

Pride Many of the business people being hired for these roles have no appreciation for our industry. Their goal is simply to make as much money as they can, and then move on to the next job. Few of these people are humble enough to learn about our passion and the industry we serve. Even fewer are willing to truly experience it. They have to apply themselves to understand the customer and what really drives them.

Often, they refuse to ask these questions for fear of looking and sounding foolish, but they have no problem pointing out that the parts guy made a mistake on his spreadsheet.

This all translates to a hostile work environment where the industry people simply give up.

Working as a consultant I can tell you I have experienced the same prideful practices I experienced when I worked as an employee. Large teams all trying not to offend anyone struggling to make decisions based strictly on numbers.

Zero accountability because there is no delegated authority. All these “employees” are not operating to make the company successful.

Instead, the majority of these teams are operating out of fear and insecurity. Afraid to do anything that may cause them to lose their positions. I find myself in this same situation as a consultant from time-to-time. I evaluate a situation and give clear direction on how to resolve it and I am offered alternatives from upper-level management.

Instead of listening to the direction and following the independent consultation advice, I find myself trying to convince them this direction is correct. Why do you hire a consultant and then refuse to listen to “the expert” you hired? What makes you think these management “teams” of outsiders are ever going to listen to an engaged employee that is trying to better the company?

Leadership I agree with Eric that there needs to be a strong leader at the top. A sign of a strong leader is someone who will impart authority to their people in exchange for accountability.

They expect decisiveness from their leaders and they hold them accountable.

Strong leaders rarely give orders, they give intent to their leaders combined with support and clear direction by setting overarching goals. Strong leaders will surround themselves with people that are better than themselves at

certain areas of expertise. They are not hiring people that are inferior because they are insecure about their own abilities.

Simply put, they hire people to do a specific job, and then they let them do that job. Strong leaders build and mentor future strong leaders.

Our Current State As an industry I believe we are truly in trouble. Now more than ever we need good leadership helping to guide us in these unstable times. People who value experience in this industry and have a strong understanding of our customers while staying up to date with good business practices.

Bottom line: Sometimes the loudest voice in your business is not a trouble maker. It’s the employee who cares the most about your success.

Industry veteran Lowell Anderson established Simply Sound Consulting to be just that. Our approach is simple.

Real solutions that deliver real results. No smoke and mirrors and no acronyms to make ourselves sound intelligent. We bring experience and practical solutions delivered through clear communication to help you succeed. http://simplysoundconsulting.com/

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FEBRUARY 2021

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