Dealernews January 2019

SHOWTIME!

PRI Indy The Tucker Show Ft. Worth Western Power Sports Boise

DEALER PROFILE

Moto Liberty #1 Gear Store In Texas

INDUSTRY RESEARCH

Inside The Numbers

CONTENTS 06 THE VOICE OF REASON 08 EDITORS NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE+ 24 SHOWTIME+ 26 INDUSTRY RESEARCH+ 34 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 38 REV ’EM UP WITH REVER 41 SHOWTIME+ 42 PRI RACES INTO INDY 44 WPS NATIONAL SALES MEETING 48 THE TUCKER SHOW 52 RIDING THE RYKER 56 ADVOCACY+ 58 ADVOCACY+ 60 ISDE REUNION 64 PERSONNEL FILES 66 NORTHERN EXPOSURE 68 OPINION+ 70 CONFESSIONS OF A CUSTOMER 72 MOTORCYCLE INDUSTRY COUNCIL UPDATE Bob Althoff On Rolling Thunder

Robin Hartfiel On The Bumble Bee Theory The Industry On Dealernews The Latest Dealer News Who’s On First?

Moto Liberty: Everything Is Bigger In Texas

Q&A On The First Motorcycle Camping & Adventure Touring Show Don Musick On Industry Interuptus, Part III

Dr. Paul Leinberger On The Dealership Of The Future Lenny Sims On NADAguides 2018 Recap

What An Engaged Customer Base Looks Like, Part II

Special Trade Show Section

Charlie Williams Discovers PRI Has Motorcycle Stuff…

FLYing High In Boise

Record Number Of Brands At 2019 Show I’m Not Batman, Robin On The Ryker

NewTo2 Breaking Barriers To Entry At IMS Alisa Clickenger On Marketing Mavens

Charlie Williams Hangs With Six Days Heroes Alex Baylon On Plan B

Marq Smith On Failure To Communicate

William Douglas Little On Bury The Cat Slowly Eric Anderson On OMNICHANNEL MIC RideReport

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On the cover: Eric Anderson wheelies Scot Harden’s ex-Dakar practice bike!

Photo courtesy of Bryon Dorr from www.exploringelements.com

OUR TEAM Bob Althoff Dealer/CEO

74 ADVOCACY+ 76 ADVOCACY+ 80 GEAR+ 84 WÜNSCHISMS 88 ANONYMOUS DEALER 90 PRESS PASS+ 91 PRESS PASS+ 92 VALE+ 93 AD INDEX 94 BACKFIRE

Eric Anderson Vice President Stan Simpson Vice President

Don Amador On Beta Scot Harden On UTVs

Off-Road Rubber Round Up

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Uncle Paul On Aliens From Another Planet Nikens Just Don’t Do It! A1 Matchmaking

Taking A Shot At The ADV Show Ave Atque Vale Jerry Branch Brought To You By These Fine Folks

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John Murphy On Jeremiah Johnson & Cream Puffs

SALES/FINANCE John Murphy Publisher Alan Landry CFO EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/BITD 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

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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 John Murphy Publisher (949) 463-4319 johnmurphy@dealernews.com Tigra Tsujikawa Sponsorship Manager (949) 861-0863 tigratsujikawa26@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com

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Dealernews Magazine P.O. Box 73640 San Clemente, CA 92673 Phone (949) 463-4319 www.dealernews.com © Copyright 2019

Reason For Being

By Bob Althoff

NEVER FORGET! Rolling Thunder Must Roll On

A

s I write these words it has been exactly 50 years since I lost my best friend.

Terrance W. McFarland died a hero’s death in Vietnam.

He was not quite 21 years old.

Like countless other loved ones of the 58,220 Americans killed in Vietnam, I will never forget.

Terry sent me a letter and I got it six weeks after we buried him… there was no email; no Internet; only ships in the sea and limited air mail. He reminded me of the dangers of war. And he spoke with pride about the unit he led and the service he was providing his beloved country. Impossible to forget even after all these years.

Some weeks ago, I read that Rolling Thunder, the massive motorcycle rally staged in Washington DC as a remembrance to those lost in Vietnam, would gather only one more time in our Nation’s Capital. Rolling Thunder began in Washington in 1987 after Artie Muller, who served in the Vietnam War as an infantry sergeant, sought to call attention to veterans in need and prisoners of war. In a statement Muller said Rolling Thunder XXXII, scheduled for 2019’s Memorial Day weekend, would be “the final Thunder Run in D.C.” “As a result of changing times the organization and Mission needed to be reorganized and reevaluated,”

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the statement said. “Reasons which determined our decision were the Pentagon Security Police/Washington Police officials continued lack of cooperation, increased harassment to our supporters and sponsors.”

For more than three decades the “demonstration” was an almost perfect example of the fact that Americans — and particularly motorcyclists — will “never forget.”

What the Artie Mullers, Joe Beans and countless other leaders and volunteers did to sustain Rolling Thunder over the years is a form of service that must never be forgotten.

And Rolling Thunder itself, I contend, must go on. It simply must.

There is currently an enormous amount of behind-thescenes work that is being done to make sure that the Rolling Thunder will be heard of for decades to come.

Change is the only constant. And change can re-energize and revitalize.

Oops, change is not the only constant. The other? We will never forget!

Bob Althoff Dealer Principal, W.L.M.

Rolling Thunder XXXII details: www.rollingthunderrun.com/2019-run-info/

I founded TransWorld Motocross in November of 2000.

At the time, the motocross magazine marketplace was crowded and we were the eighth title joining in on the fun.

It was an exciting time, paired with my good friend Garth Milan and teamed with Revolution Advertising we built the foundation for what would become the world’s best-selling motocross magazine within only a matter of months…

Today, we were notified that, pending a potential sale of our business, our magazine, website, and race series are on hold. I say hold, because we are actively working on a plan to resume business as usual. ~ Donn Maeda

Editor’s Note

By Robin Hartfiel

THE BUMBLE BEE THEORY The Birds & The Bees?

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t is tough to be a powersports dealer this time of year. Unless you are selling snowblowers and plows for UTVs, the Polar Vortex probably has you counting the days until spring. That is why the big distributors host their national sales meetings and rep training in January and February (see coverage of WPS and The Tucker Show in this issue). It has also been a particularly harsh month for the moto-media.

The new year started off on the wrong note when Bonnier pulled the plug on Hot Bike. Not just in print, the online and social channels have been relegated to five-year old posts from the archives. Try to subscribe and this is what you get: “We are sorry to inform you that Hot Bike Magazine is discontinuing publication. The last issue published will be Issue no. 6, 2018.

All current subscribers will have their remaining service transferred to Motorcyclist Magazine.”

This hits close to home… my first gig as a full-time magazine editor was doing VW Trends and All About Beer at McMullen Publishing. Back then Truckin’ and Hot Bike were the company flagships. As the FNG on staff, I would sometimes get rewarded with a chance to wash the road test vehicles before they were returned, but getting to actually work on a motorcycle magazine was still a pipe dream back in 1984… of course there was some consolation in being able to drown my sorrows writing for the beer book, but I digress.

Last week when I went to see the amazing technological advances of FLY Racing’s Formula helmet, the parking area was shared space with media outfit TEN. Donn Maeda, founding editor of TransWorld MX and a dozen or so staffers were standing in the parking lot, but running late, I just assumed I would see them in the presentation. Nobody showed and this message was posted to their website:

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Coinciding with the demise of Hot Bike and the hiatus of TransWorld MX, “real world” media outlets including Huffington Post, Vice and BuzzFeed purged people, too. Dead of winter is not a good time to be a media hack... or a dealer?

Relaunching a powersports media venture like Dealernews at this time doesn’t seem to pencil out. My answer is the bumble bee.

According to the laws of physics, the weight divided by limited area of the wings and lack of sufficient lift dictate that bumble bees cannot fly. However, nobody told the bumble bees, so they just keep buzzing busily along. Rather than worrying about the factors telling us we can’t fly, let’s just keep buzzing along.

Believe it or not, it was worse when I first started consulting at Dealernews in 1990. With the loss of three-wheeled ATCs and tough financial times, the powersports industry was in a serious lull. Then PWC sales took off, quads came into vogue and Harleys started selling like hotcakes. As an industry we went on an unprecedented run of 13 consecutive years of double-digit growth.

Not sure if vehicles like the e-bicycles, on display at EICMA, Bird scooters littering the streets of Los Angeles, or even the Ryker I rode around for a month are the next big thing that gets people back into the powersports industry, but something will emerge and join the burgeoning UTV business to help restore the health of the powersports market.

Don’t let the winter doldrums get you down too much. Sled sales should be good, and according to the last MIC quarterly sales numbers I looked at, new motorcycle and ATV sales were still on pace for a better than 600,000 unit sales in 2018. In fact, going back to the “crash” of 2008, new units have been consistently hovering around the half-million mark (excluding UTV sales).

And that is just new unit sales. According to our friends at National Powersport Auctions, clean late model used vehicles should outstrip new unit sales by 3:1 if you are doing it right.

That is not driveway-to-driveway private party transactions, that is real business in brick and mortar dealerships! My poor math skills aside, that should equate to at least 1.5 million vehicle transactions in dealerships, right?

Maybe it is time to make like a bumble bee? Just this morning Bob Althoff looked out his window at the dealership and saw a motorcyclist riding by. Like the first Robin of spring, it is a harbinger of better business to come!

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

GOOD POINTS Good points raised by Josh Tolley in your Dealernews Live! Interviews, but the facts are Amazon is killing us. People like to go out and browse and walk into motorcycle stores but they feel more comfortable sitting at home, with no pressure, doing their own research, feeling like they are saving money, etc. The only reason Amazon is eyeing Brick & Mortars is to gain the service side of the business.

Pretty soon you’ll be asked at check out “would you like these handlebars installed at our Amazon-preferred dealer?”

The game has changed. I don’t have the answer but I’m trying everything.

Robert Ruggiero, Owner Speed Demon Cycles, LLC Bloomfield, CT COUNTER POINT I think that Josh Tolley makes a lot of good points in his Dealernews Live!

Interviews, but I also think there are a few big picture points he is not considering. I agree branding is everything. If a brand is to succeed, it has to have a vision, goals, and resources to obtain those goals.

E-commerce like Amazon is destroying brands because people don’t respond to the brand when they make a purchase. If you buy something from Amazon and someone asks where you got that particular item, you often will respond “Amazon.” This degrades the brand... slowly. A good brand has to have vision and it has to have

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money and resources dedicated to building that brand. You cannot make assortment decisions based on your current inventory dollars. You need to make assortment decisions based on market demand, trends, and brand fit. Also, the point about retail being better than E-commerce. This scenario only makes sense if the store is close to your vicinity, the pricing is comparable, and the experience is good. He doesn’t consider ease of business here at all.

Amazon doesn’t just offer the item you are looking for, they offer all the other things you need as well. I can buy a helmet, paper plates and laundry detergent — and in some areas of the country — delivered that same day.

Amazon is going into brick and mortar simply as a way to compete against its greatest competitor, Walmart.

I think Josh shoots himself in the foot a bit by marketing his books on Amazon.

If he truly believed in his methods, he might restrict sales to his website or business. A marketing expert should know how to create traffic to the product. (which is difficult with a limited assortment for sure).

KTMGUY95 Via YouTube DISCONNECT IN DEALERNEWS LIVE! I may not be the brightest lamp-post but I still find it hard to believe that after going Chapter 11, why would those who supported Tucker give them another go? Furthermore, as mentioned in this video it is the little person, the smaller supplier, that seems to always take the hit? I find it hard to believe after reading the “Industry Interuptus”

article in Dealernews that was just written outlining the massive decline in the market overall that reigniting and skyrocketing as planned will yield a different result — even with the top guns under the newly energized company.

The market is declining, the dealer network is getting weaker, not stronger and those that are in the game for the long haul are likely going to see some serious changes in their market-share in the not too distant future. But then again, what do I know...

Purdy man Via YouTube

DITTO ON THE DISCONNECT It’s new bike sales that drive the aftermarket business and not used bike sales. I keep watching new motorcycle sales dipping deeper and deeper. I honestly believe there is still no bottom in sight. Hopefully I’m just being overly pessimistic.

All that being said, John Potts is one hell of an outstanding guy!

Craig Erion, Founder & CEO Two Brothers Racing, Inc. Santa Ana, CA

WOW What’s going on in our motorcycle industry? I have called a few dealers

here in the Wisconsin area and now in the Florida area and all of them are saying the same thing: Poor sales, no business or very slow. No one knows WHY? Some say it started with the tariffs, some say its on-line buying.

I believe it’s a little of both. First: The tariff hurts because a lot of products are made in China. Second: On-line will hurt the smaller dealers like me that sell youth ATVs, scooters and small cc motorcycles. Even the larger dealers will be hurt on many of their products.

The government doesn’t help either.

Driver’s licenses are required for motorcycle models larger than 49cc.

This hurts the young riders just getting in the sport and that’s why we are losing the sale on younger riders. The interest is not there anymore. Kids are losing interest in bikes and want to just play on their phones and computers — not all of them, of course — some kids still like dirtbikes and that’s great. As far as street bikes go, there is very little interest, and that’s sad. Something has to be done, but what? With all these problems there is still hope and changes that could help the sport.

The dealers have to stick together and

work together. Tell your government officials to look into changing some of the laws that are holding back the youth on getting into the sport.

Support racing — that seems to be the bright spot in the industry. AFT is growing like wildfire now. TV coverage is key and it made a big difference on flat track racing.

There is no easy answer to the problem, but if everyone works together maybe we can survive.

Ron Stimac, Dealer Principal R-3 Powersports Appreciate the insights, as always Ron.

HUH? Please remove my name from your mailing list! I get too much from you!

Name & Address Withheld

Considering the fact that prior to the AIMExpo, Dealernews was last printed in 2015, weekly e-blasts and the website went dark in December of 2017 and social media shut down at the same time, it seems a bit of a stretch to say we are sending you too much. Perhaps you are confusing Dealernews with some other entity? Regardless, we respect everyone’s right to opt out of free news, information and community and you have been removed.

P.S. We will still be dropping by to see you next time we are in Wisconsin.

SOUND OFF! Dealernews is indeed back. Join in the conversation by emails Editor@dealernews.com 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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LIGHTNING STRIKE SET TO ELECTRIFY MOTORCYCLE MARKET IN MARCH

After all the buzz about the LiveWire, looks like Lightning Motorcycles is ready to charge ahead in the e-bike arena.

After dominating racetracks and setting land speed records with the LS-218 Superbike, Lightning is announcing the upcoming launch of the all-new Lightning Strike – the world’s first premium mass-market electric motorcycle — in March.

Designed to shock the industry with its specs, Strike has a claimed 150 mile range, 150 mph top speed and DC fastcharging in 35 minutes. “With an ultra-competitive starting price of $12,998, Strike offers more design, performance, range and technology than any other electric motorcycle in its segment – without exception,” according to the announcement. Full product details and unveiling will take place at the official Strike launch in March 2019.

Lightning Motorcycles manufactures the highest performing and most advanced electric motorcycles in the world. Our halo product, LS-218, pushes the boundaries of what is possible for an electric superbike.

Founded in 2009, Lightning likes to say they offer consumers the highest performance, best quality and value in each product segment. Lightning is dedicated to developing exciting new products that will attract new motorcycle riders based on ease of operation, superior user experience, and accessible performance.

Apply to become a Lightning dealer here: http://lightningmotorcycle.com/become-a-dealer/

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AMA PICKS PASTRANA AS 2018 MOTORCYCLIST OF THE YEAR

Putting A Positive Light On Powersports For one night in July, Travis Pastrana channeled Evel Knievel and captured the imagination of millions around the world.

In the process Pastrana put a positive light on powersports and was ultimately named American Motorcyclist Association 2018 Motorcyclist of the Year. Awarded annually, the AMA Motorcyclist of the Year designation recognizes the individual or group that had the most profound impact on the world of motorcycling in the previous 12 months.

“Few things or people in motorcycling today capture the fascination of today’s youth like Knievel did for me as a boy,” AMA President and CEO Rob Dingman said. “Travis Pastrana’s performance no doubt captured the attention of young people in a way that hasn’t been done since the days of Knievel. He drew positive attention to motorcycling through mainstream media in a manner that helps to promote motorcycling and the motorcycle lifestyle.”

In addition to his high-profile Las Vegas stunts, Pastrana raised awareness of the devastation caused to Puerto Rico by Hurricane Maria and helped raise money to rebuild motocross tracks, homes and a school playground.

Pastrana’s career in extreme sports began as one of the country’s top amateur motocross racers. Pastrana won his first AMA amateur national championship at the AMA Amateur Motocross Nationals at Loretta Lynn’s Ranch in 1994. In all, Pastrana won five AMA amateur titles before being awarded the AMA Motocross Horizon Award in 1999, presents annually to an amateur racer poised for excellence in the pro ranks.

In the aftermath of Hurricane Michael, Top Trails helped to organize and contributed to a relief drive with local Talladega businesses and patrons of the park to send over multiple truckloads of food and provisions to Mexico Beach, Florida.

Pope says Top Trails looks forward to an even bigger and brighter 2019 season, growing the attendance and reach of their charity-based events and showing off to the world the giving and goodwill of the off-road community as a whole.

Learn more at www.toptrails.net

TOP TRAILS

Top Shelf!

Powersports people are the best… but you already knew that. As a 501(c)(3) charity Top Trails OHV Park knows the importance of charitable giving and volunteering. The park, located in north Talladega County, Alabama, was a major driver of multiple events and activities to give back to local, regional and global causes in 2018. In all categories, the park has exceeded previous years and continued its growth towards becoming the premier off-road riding destination in the Southeast.

For example, the Ride For A Cure at Top Trails raised more than $25,000 on September 29, with all donations going directly to fund pediatric brain tumor research. Jeremey Reeves, owner of The Gridiron Restaurants and founder of the Ride For A Cure event, lost his 18-month-old daughter Elyse to brain cancer three years ago. Even though the event was a stark reminder of his daughter’s passing, Reeves was pleased to see so many people coming together under his daughter’s banner to fight cancer.

“This year was by far our biggest ever,” Reeves said. “But what took us a month’s worth of events to raise in the past took us only one day at Top Trails. I’m extremely blessed to have partnered up with Top Trails for such a wonderful cause.

I look forward to an even bigger and better Ride For A Cure next year.”

Park Director Wes Pope understands the important role that Top Trails will always play in charitable giving and community support. “In addition to Ride For A Cure, our other annual charity events, such as Kam’s Ride and Elbit Systems’ Riding Dirty for Cancer, were also huge successes this past year,” Pope said. “The people and sponsors that came out in support of these events have been amazing and we’re all very proud to be able to support so many amazing causes.”

Kam’s Ride and Elbit Systems’ Riding Dirty for Cancer raised nearly $10,000 in combined donations to the Autism Speaks Foundation and the Leukemia and Lymphoma Society. Along with the park’s role in creating charitable giving opportunities, Top Trails organized relief and cleanup efforts following the tornado devastation in Jacksonville, Alabama. Top Trails staff assisted on-site clearing roadways and helping emergency responders access critical infrastructure to restore power.

COFFEE IS FOR CLOSERS!

NPA eSale Now Closing 5 Days A Week When it comes to pre-owned inventory, your customers want what they want, when they want it! National Powersport Auctions (NPA), the world’s largest provider of powersport vehicle remarketing services, recognizes that not everyone can wait for a monthly auction to replenish preowned inventory, so NPA has upped the ante with the new eSale platform! Dealers can now leverage their buying power 24/7.

“NPA’s eSale platform is specifically designed for those dealers who need inventory between the monthly live auction events,” explains NPA Director of Marketing, Ryan Keefe. “Before we use to close on Tuesdays and Thursdays, but now we are closing 5 days a week. We are also running every vehicle for 3 full business days.”

What this means to the dealers is more vehicle availability and even faster inventory turns. New vehicles are updated daily for each of NPA’s 6 live auction locations and they remain online for 3 business days so that if you have a good weekend, you can restock immediately.

“Our landing page has been updated and we have been extensively testing the process during the holidays, so now we are ready to ring in the New Year,” says Keefe. “Remember the old movie Glengarry Glen Ross? Alec Baldwin’s character reminds the sales team of the ABCs — Always Be Closing!”

Now dealers can always be closing… “and remember, coffee is for closers!” Pour yourself a cup of coffee and click on the new eSale link: https://www.npauctions.com/eSaleStart.aspx

JANUARY 2019

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VESPA VALUES MAKE NEW YORK TIMES HEADLINES…

And Dealernews Columnist Lenny Sims from NADAguides Gets Quoted

Piaggio, which makes the Vespa, acquired a reputation for reliability even though it quit importing new models to the United States between 1981 and 2000. (Some importers brought them in through 1986.) Because the scooters were still sold worldwide, parts remained reasonably easy to get. In contrast, many notable scooter companies, such as Lambretta and Cushman, went out of business, leaving owners to scrounge for parts.

The least expensive scooters are often no better. “You will have a problem with availability of parts, and repair shops don’t want to service them,” said Lenny Sims, who tracks the motorcycle business as vice president for specialty markets at J. D. Power/NADA Guides.

What probably drives Vespa’s retention value most of all is the image it has burnished in popular culture over 72 years.

“It’s been a great brand since the ’50s,” Sims said. “When you see a movie shot in Italy, they are riding around on a Vespa.”

Across all 24 classes of vehicles considered in the Resale Value Awards, average retention value for four-wheelers was 55.7%. For all Vespas it was 72.1%, according to data from J. D. Power/NADA Guides, giving Vespa an edge by over 16 percentage points. With the exception of collectible vehicles, Vespa scooters hold their value better than anything else on the road, including other scooter and motorcycle brands.

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RIP HOT BIKE MAGAZINE

Unhappy New Year as Bonnier Corporation pulled the plug on Hot Bike magazine. Issue 6 of 2018, on newsstands now, is the iconic brand’s last hurrah. “We can’t thank Editor-inChief Jordan Mastagni and his team enough for making a great magazine,” said Bonnier Motorcycle Group Editorial Director Mark Hoyer. “But as media and ad spending continue to change, particularly in the V-Twin space, we have shifted our focus and efforts to our larger, more general interest, moto brands.”

The Hot Bike brand will continue on social media, in two to three annual special-interest publications, and through events like the Hot Bike Tour that takes place in September.

“For years Hot Bike has been spared the disruptive changes taking place in the publishing community with ad support from the motorcycle industry,” explained Bonnier Motorcycle Group SVP, Andy Leisner. “Unfortunately, two significant reductions in ad revenue from an OEM and large aftermarket company hurt the print brand in 2018, and the decision was made to channel this content across other strong Bonnier Motorcycle Group brands.”

According to Bonnier, V-Twin content will continue in Cycle World, the world’s largest motorcycle media brand, as well as Motorcyclist and Motorcycle Cruiser titles. Details of the 2019 Hot Bike Tour will be announced shortly.

THE MOTOR COMPANY FLIPS THE SWITCH ON LIVEWIRE

But Does It Sound Like Harley?

Harley-Davidson went live with the LiveWire details at the giant CES trade show in January. Dealers can now preorder the 2020 models at h-d.com/LiveWire with deliveries expected this fall. Select global markets announced at a later date. The big news is the 110 mile range and an MSRP under $30K.

“We’re at a historic juncture in the evolution of mobility, and Harley-Davidson is at the forefront,” said Matt Levatich, Harley-Davidson’s President and CEO. “Innovation that moves the body and soul has always been at the heart of our brand, and this next chapter in our history is about creating products and opportunities for existing and aspiring riders of all ages and walks of life,” he told the Consumer Electronics Show audience.

“Our vision for the future is all encompassing,” Levatich added. “For all ages, from urban professional to exurban retiree, and from commute-minded to thrill-seeking, we are creating the products and opportunities for existing and aspiring riders to feel the transformative power of the twowheeled riding experience. These two concepts are further statements towards our commitment to lead in the electric mobility space that begins this fall with the production 2020 LiveWire.”

But how does it sound? “The H-D Revelation electric powertrain produces minimal vibration, heat, and noise, all of which enhance rider comfort. The LiveWire model is designed to produce a new signature Harley-Davidson sound as it accelerates and gains speed. This new futuristic sound represents the smooth, electric power of the LiveWire motorcycle.”

For more information on the new Harley-Davidson LiveWire motorcycle (US MSRP $29,799), as well as updates on future additional bikes, visit: Harley-Davidson.com/Electric

CAT IS BACK!

Textron has changed its collective mind and is bringing the Arctic Cat brand back into the fold. “Passion can change people. Change minds. And in the end, it can take you back to where your family has been all along,” proclaims Textron.

Apparently the “Textron Specialized Vehicles (TSV)” moniker didn’t resonate within the powersports family?

“The Arctic Cat name will be returning to off-road in 2019.

With a legacy of innovation, performance and fun, this legendary brand is coming back because Arctic Cat fans and powersports enthusiasts demanded it.”

According to the company announcement, “Arctic Cat offroad vehicles will feature all the fun and performance the brand is known for, complemented with the innovative prowess of Textron. The brand will continue to build classleading vehicles such as Wildcat XX and Prowler Pro in Thief River Falls, Minnesota.”

Flashback to 2017 when TSV announced it was dropping the Cat name. “The decision to rebrand side-by-sides and ATVs under the Textron Off Road name was not taken lightly,” said John Collins, TSV vice president, consumer at the time. “As the result of consultation and research with consumers and dealers that showed that the Textron Off Road brand offered the best opportunity for future growth across all regions, particularly outside of the snow belt.”

“Off-Road enthusiasts spoke and we listened,” concludes PR spokesperson Donna Beadle. “Stay tuned for more news soon to come about the upcoming Arctic Cat model year!”

JANUARY 2019

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Dealers attending AIMExpo learned that industry veteran Jeff Whaley had joined the Vanderhall Motor Works team as VP of sales & operations. A former dealer principal, and later National Business Director at Tomberlin, Whaley was most recently COO of Petty’s Garage — Richard Petty’s speed shop prior to starting his own dealer-services consulting company. “I’m a life-long motorcycle enthusiast, and it was a dream to have a motorcycle store,” he says. “We brought our auto experience to the powersport arena, and in doing so became the largest-volume Victory motorcycle dealer in the country.

“I look forward to helping Vanderhall add more bricks to its already solid foundation,” Jeff Whaley adds. “We are going to expand our footprint in the three-wheel market.”

Also making her debut in a new position at AIMExpo was National Powersport Auctions marketing manager Jaclyn Mayer. “They may not know her yet, but many people in the powersports and lifestyle industry know her work,” says NPA VP of Marketing, Ryan Keefe. “Prior to joining us, Jaclyn was on a production team for ComicCon,

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specifically working with the title sponsor NBC on their interactive consumer experience.” Mayer got her start in marketing operations as the Program Manager for PowerBar where she oversaw and executed a large-scale promotional campaign targeting 500 endurance races across the country.

She is also big into the cycling scene having been the Event Manager for the infamous Belgian Waffle Ride in San Diego. A 2004 graduate of University of Illinois at Urbana-Champaign, Mayer says she is looking forward to the new challenges and opportunities offered by the powersports industry.

“During business school, my dad taught me how to ride a motorcycle...

I even eventually got my license. This new path with NPA reminds me of that adventurous time and getting out of my comfort zone in a big way.”

shop before joining the team at Motonation in 2017. “It is a perfect fit as I am able to work both the industries I love at the same time, cycling and motorcycling,” says Kilroy.

Meanwhile, Curtis Woolard is now Motonation’s E-com Sales Manager. He has more than a decade of e-commerce experience at both Rider’s Domain and Motorcycle Superstore. “Curtis adds additional practical e-commerce experience to our management team and he will work with the company’s Motonation and Ciclista America segment sales managers to better guide them and their e-com clients through the everchanging digital landscape,” says Motonation founder Bill Berroth.

A pair of Motonation staffers took on new duties prior to AIMExpo.

Marketing Coordinator Jason Kilroy is now doing double duty as Motonation Canada Sales Manager and Ariete North America Brand Manager. In addition, devising marketing strategies for print, digital and social platforms, Kilroy was coordinating social media, digital creative, press and public relations. Now he is communicating with Canadian sales reps and developing strategic initiatives for the market north of the border. He is also responsible for ensuring Ariete product lines resonate with current and potential customers. After managing several retail cycling stores, Kilroy left the cycling world to pursue his longtime goal of riding a motorcycle to the tip of South America in 2015. Mission accomplished, he returned to the U.S. and went to work running a motorcycle

Good things happen to good guys!

Industry veteran Rod Lopusnak was promoted from Triumph Motorcycles sales director to GM for the North American subsidiary of United Kingdombased Triumph Motorcycles Ltd.

Born into the motorcycle business, Rod’s grandparents owned and operated a BSA and Yamaha dealership.

Throughout his extensive career, he has managed multiple powersports dealerships and has held positions as VP/Director of Sales for AMA Pro Racing, VP of International Sales/ Business Development with Tucker Powersports, and spent 18 years with Suzuki in a variety of sales and marketing management roles, including VP/Director, Operations Head, of motorcycles, ATVs and scooters in the U.S. Rod joined Triumph Motorcycle America in 2016 as the U.S. National Sales Director and helped oversee Triumph’s ascendency to the number one selling European motorcycle brand in the United States.

Former magazine guy John Howell has been on the move! Howell had shifted from scribe to OEM Marketing Director at Triumph five months ago but is now Yamaha’s National Advertising & Content Manager effective February 1. After starting as an associate editor in 1991, Howell worked his way up the ranks at TransWorld Media, Time4 Inc., Bonnier and TEN. He was content director and associate publisher before venturing into the ad agency side in 2010. He went client-side as an account director for Suzuki’s agency Questus and, eventually, director of regional advertising. After a five- year stint with Questus, he joined GearShift Advertising, Yamaha Motor USA’s agency of record for three years, before joining Triumph last fall.

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Heads up, LS2 has a new head man: Industry insider Phil Ammendolia takes on the dual role of president and CEO for Allwin Powersports Corp., LS2 Helmets U.S. distributor. “My life-long passion for motorcycles keeps me focused on what I as a rider want to see in a helmet,” says Ammendolia. After starting as VP of sales & marketing, he was promoted to corporate VP in 2017.

According to Allwin, Ammendolia’s innovative marketing program during the past five years emphasizing rider feedback, critical contributions of front-line dealers and responsive distributors, have contributed to LS2’s significant growth in the highly competitive American powersports market. Dealers may remember Ammendolia from his 42 years in the industry, including building the Fox Racing brand and the relaunch of Bell Powersports.

Allwin Powersports Corporation also announces the appointment of Jon Kluiter as VP for the burgeoning LS2 brand. A 21-year veteran of the motorcycle industry, Jon started as Director of Business Development with Allwin in 2016 and has made

significant improvements in their overall business, with a concentration on improving dealer programs. In his new position, Kluiter will continue to manage dealer sales as well as oversee and improve the full LS2 customer experience. “For what we do, I keep a very short list of who I consider to be the best in the business, and Jon is at the top of that list,” says Allwin’s President/ CEO Phil Ammendolia. “Motorcycles have been a passion of mine all my life and it’s a pleasure to make a living doing what I love,” says Kluiter. Prior to joining Allwin, Kluiter played key roles in the growth of Fulmer Helmets and building the OEM business unit for H&H Sports Protection.

Dutch Schultz joins the Troy Lee Designs mob as Chief Operating Officer after having been a consultant.

“Having closely worked alongside Dutch at Volcom, I’m excited to have him join the TLD team,” says TLD CEO Jason Steris. “At Volcom, Dutch led multiple functions specific to product creation, planning and go-to-market execution, so he brings in-depth knowledge of how the engine of an organization needs to operate efficiently and profitably.” Troy Lee added, “I am super stoked to have Dutch come on board full time. We have accomplished a lot together this year, and I am really looking forward to the future and what’s next for the brand.” Schultz adds, “Having spent the last five months working side by side with Troy and the team, it became apparent that TLD is one of those brands that is uniquely positioned to leverage its existing market leadership to fuel growth moving forward, and I could not be more excited to partner with the team and our customers.”

A trio of new teammates have joined the Western Power Sports extended family. HardDrive sales representative Craig Morgan has been riding motorcycles since he was 10 years old and still loves the feeling nearly 50 years later. With more than 30 years of experience in the powersports industry, Morgan has built an impressive resume as a parts manager, service manager, inventory manager and clothing manager in multiple HarleyDavidson and metric dealerships.

He brings this wealth of experience to help expand the Harddrive brand and increase sales.

Dustin Russell also joins WPS as an outside sales rep. On the metric side Since 2014, Russell has worked in multiple areas of the powersports industry including stints in sales, parts, marketing, advertising and service. His motivation is fueled by a passion in helping bring in new riders to motorcycling and helping others enjoy success in the industry. In his free time, Russell enjoys spending time with his two children and anything with a motor, from vintage motorcycles to hot rods, trucks and any form of racing.

Meanwhile metric/HardDrive outside sales representative Isaiah Collins joins the team after starting in the powersports industry racing hare scrambles when he was 19, in addition to working at local dealerships.

Since then, he is progressively moved up in every department throughout his career eventually becoming the general manager of a dealership. Isaiah then moved onto big box retail and managed Gander Mountain stores before returning to the powersports industry and being hired on as a WPS sales rep. In his spare time, he enjoys long distance trips around the country on his touring bike.

BECOME A DEALER TODAY! WORK PLAY EXPLORE RIDE COMMUTE HUNT FARM To get involved, head to ubcobikes.com/us/become-a-dealer

Moto Liberty: Everything Is Bigger In TexaS

By Alisa Clickenger

E

verything’s bigger in Texas, so it’s a fitting place for Audrey Menarik and her supersized heart for the motorcycle industry to take up shop. Store, to be more precise, as she is the owner – and powerful marketing maven – behind Moto Liberty in Dallas, Texas. Frequented by all types of riders, the retail store is a destination unto itself for both the quality of their customer service as well as their vast selection of moto clothing.

Voted the number one gear store in the state by Ride Texas magazine, the successful operation was launched in 1987. The original Moto Liberty was very involved in roadracing and import/export of motorcycles and parts.

Menarik purchased the assets in 1999 and went solo with her own gear store in a small 1,500 square foot “odd little store,” as she describes it, on the second floor of a two story building. She kept expanding by adding 750 sq./ft. suites one at a time until moving into the new store on Lyndon B Johnson Freeway six years ago. Moto Liberty now consists of more than 6,000 square feet of retail space.

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There are very few operations in the country like Moto Liberty, and the list of things they don’t do is in some ways longer than the things they do. They don’t sell bikes, they don’t service bikes, and they don’t even change tires.

Moto Liberty solely focuses on retail sales, specializing in protective gear for motorcyclists (with a handful of accessories thrown in).

What’s the trick to remaining the number one motorcycle apparel store in the Lone Star State? Menarik keeps a tiptop team of professionals on staff, preferring to pay straight salaries rather than commissions so she can make sure their customers get the awesome service she thinks they deserve. “I would say the number one thing is an educated sales staff that really and sincerely cares about putting people in the appropriate gear for their riding needs,” she explains

“I am extremely fortunate to have a wonderful crew. Even with the youngsters that I have in here I don’t have to do much to motivate them at all. The entire crew is selfmotivated. Any time there’s a rep that will come in and talk to them, they want to sit down and learn everything they

can. If there’s a showcase in town, they’ll go on their own time. Even if it’s bad timing, or if they’re tired, they still want to go. They aren’t your typical 20-30 year olds.”

With a business mentality that doesn’t seek to define itself in solely one area, Moto Liberty is also the exclusive U.S. distributor for the RS Taichi brand of racing leathers and technical riding gear. Effectively, Menarik runs two businesses, yet still has the creative thinking capacity to cook up great events for both the store and successful distribution of the high-end Japanese brand.

Moto Liberty hosts a Midnight Madness sale once a year and they bring in live bands, feed everybody lunch, and offer free barbecue food and fixins. It’s a very good revenue generator for them and the event gets a lot of foot traffic through the store. On Easter, Menarik organizes an Easter egg hunt where they hide eggs all over the store that have discount coupons and free prizes inside. Menarik knows it’s silly, but states that it’s one of the most fun events of the year for her. The store also happens to triple its sales that day as well.

In fact, Moto Liberty is widely known for their event marketing. “I make up all kinds of things for Halloween, too, but I never try to compete with holidays like Labor Day or Memorial Day or President’s Day,” says Menarik. And I never try to compete with other retailers on big holidays like that.

I also never do anything big for black Friday. People are out doing other stuff.”

JANUARY 2019

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I don’t sit around and wait for customers to walk through my door. I’m out there doing everything I can to jumpstart business It’s not all bluebonnets and barbeques for the 6,000 foot store, however. Menarik is realistic about the state of retail and the challenges of running a brick and mortar store in the era of next day delivery. “I don’t sit around and wait for customers to walk through my door. I’m out there doing everything I can to jumpstart business,” says Menarik.

At the end of last year she doubled down and took a serious look at the industry. The adventure market is the one segment experiencing growth, so Menarik started calling around to some of her dealer buddies and asked them if they’d be interested in participating in a motorcycle show targeted towards that segment of the industry. They all jumped on board. The payoff for the 34 vendors was more than 1,000 cash-paying customers coming through the doors. (See ADV Show sidebar)

“Part of the reason I did that show is I wanted to see if I could make it a success to stimulate the local motorcycle community and it worked,” said Menarik. “I also wanted this show to serve as a template for other cities. I think I proved that it can work in Dallas and I really hope somebody else will take up the reins doing things that make people want to go back to shopping in retail stores rather than clicking & ordering.”

What’s next in Menarik’s bag of retail tricks? In February Moto Liberty is hosting a mini version of the ADV show at

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the store. This event she’s going to have reps on hand from camping suppliers like Big Agnes and Nikwax so people can learn how to take care of their high-end gear and make it last longer. They’ve invited all the dealers that displayed at the December show to bring a couple of bikes over and park them out in front on the sidewalk like a pop-up dealership event right there at her store.

It’s just this type of innovation and industry-wide cooperation that could possibly be the big wave of salvation for retail in the post online shopping era. And leading that great movement will no doubt be Menarik and Moto Liberty doing something grand. After all, everything’s bigger in Texas.

Dealer Principal: Audrey Menarik Size: 6,000 sq./ft.

Established: 1999 Franchises: NONE Moto Liberty 2821 Lyndon B Johnson Fwy Suite 110 Dallas, TX 75234 (972) 243-5995 or (800) 214-RACE https://motoliberty.com

The Motorcycle Camping and Adventure Touring Show:

By Dale Spangler

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regional event created by local Texas businesses to serve Texas riders and bring the motorcycle and camping communities together.

The Motorcycle Camping and Adventure Touring show was born to fulfill a need within the motorcycle riding community in the Dallas-Fort Worth area. Looking to help spark more interest in local motorcycling, Audrey Menarik owner of Moto Liberty decided to create an event that combined two compatible activities: camping and adventure motorcycle riding. The result is the Motorcycle Camping and Adventure Touring Show with the inaugural event taking place over the weekend of December 15– 16 in Lewisville, Texas. The show offered two days of presentations, information, fun, and inspiration to those in attendance. We reached out to Audrey for details about the inaugural show.

Tucker Powersports: Audrey, how did it go at your firstever Motorcycle Camping and Adventure Touring show?

Are you happy with the turnout and how the event was received?

Audrey Menarik: This truly was a “first ever” show. We demonstrated that the concept works because the show was very well received by the local dealers and vendors, as well as by attendees. Maybe I set the bar a little high in my expectations on attendance, but the vendors were all very happy with the traffic, especially on Saturday. I can honestly say that I’ve never seen so many smiling faces at a trade show, from vendors and attendees alike, and that’s why I consider the show a success.

TP: How does a business owner such as yourself find the time to plan an event with so many details? It had to have been difficult.

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AM: I’ve never worked so hard to make so little money and still be happy about doing it! It wasn’t all me though. I did have a partner, Red Roberts, who has been doing swap meets, races and shows for over 25 years. His expertise helped a lot in the logistics of the show, as well as getting consumers there. I thought the hardest part of my job would be getting local dealers to participate, but that was not the case. Dealers were quick to jump on board to show motorcycles. It was the aftermarket vendors that were more hesitant. But that’s OK because the whole concept of the show was to drive traffic into local dealerships to buy bikes. When dealers sell new bikes, then the rest of us will sell the PG&A. I’ve been in the motorcycle business in Dallas since 1987. If I didn’t have a good reputation and personal relationships with the local dealer community, it could not have been done in less than four months, period.

TP: Adventure motorcycle riding and camping are two very complementary activities. Was the intent of the show and its presentations to expose those with camping experience to the endless possibilities when combined with motorcycle riding?

AM: The intent of the show was to give all motorcyclists, of any brand and any style of riding ideas on how to get out of the city and find their next riding adventure, whether that be on road, off road, or dual sport. Sometimes that includes camping. We used the ADV segment for inspiration but tried to broaden the horizon with a variety of presentations from experts so attendees that may not be that experienced could maybe learn something to make their trip less intimidating.

TP: A lot of people may be intimidated by the thought of motorcycle camping. In the mission statement on the show’s website, you make an excellent point when you say, “adventure touring doesn’t necessarily mean you have to ride to Alaska, it can be about strapping a tent to the back

Fun, Information, and Inspiration of whatever bike you already have and ride to a nearby campground or State Park.”

AM: That statement was aimed at the under 25 years of age crowd, who by the way, were admitted into the show for free. We wanted to show you don’t have to spend a lot of money to go have a good time. And unlike before, there are now brand-new models from various manufacturers that are affordable for first-time buyers. About time!

TP: Speaking of camping, on Saturday after the show closed, there was a ride to Lake Lewisville Campgrounds for free hot dogs and where some even stayed overnight.

Tell us about that.

AM: In a nutshell, the perfect mix of people showed up.

Some stayed for the hot dogs, but enough campers stayed overnight to be exactly what the camping event was supposed to be for. Let old friends catch up on years gone by and at the same time make new ones.

TP: Back to the actual show, what were some of the presentations throughout the day? It looked like you had some great guest speakers on hand.

AM: I did have extremely good speakers, but that was the easiest thing to arrange for the show. These guys (and gal) are experienced riders, passionate, and want to share their experiences with new riders; they just need the venue. To have the chance to engage one on one is the whole spirit behind the show. You don’t make real friends online, but you do make them on the open road.

TP: If there is one thing you hoped those that attended walked away with, what would that be?

AM: Simple. A smile and feeling of comradery. This was as much a social event as it was a show.

TP: Thank you, Audrey, for going above and beyond to help the motorcycle community by creating such a great event, we were happy to a part of it. Will you be back again next year with another Motorcycle Camping and Adventure Touring show?

AM: Back by popular demand! And by the way, Tucker stepped up to make the scholarship to the Cedar Valley Community College mechanics course happen. Thank you!

[Editor’s note: As part of the inaugural Motorcycle Camping and Adventure Touring Show, one lucky recipient received a scholarship to the Cedar Valley Community College engine technology program. The winner was announced at the show on Sunday, and 17-year-old Matt Herling was the recipient of the scholarship.

JANUARY 2019

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INDUSTRY

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s mentioned earlier, Polaris reversed their dealer loss trend after 2011 (year of maximum loss).

Consequently the time period examined spans 2006 to 2011. Next to the John Deere dealer network, Polaris has the second largest dealer footprint. Up through 2011, Polaris’ dealer loss was much more uniformly distributed with the majority occurring in Michigan, New York and California with additional losses in the South West, MidWest, Mid-Atlantic and South East. Similar to Arctic Cat, Losses in the upper Mid-West and Northeast reflect Polaris’ snowmobile product line.

Dealernews Research

By Don Musick

Figure 12A

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Figure 12B

INTERUPTUS PART III Unlike the other motorcycle-like loss patterns (Harley-Davidson, Honda, Kawasaki and Yamaha), Suzuki experienced significant dealer loss in Texas. Since the percentage of Suzuki exclusive dealers is low and relatively constant (3-6% over the timeline), it is readily apparent that the brand coexists with other in-store OEMs. Consequently, dealer loss could be the result of competition for floor space profitability (i.e. dealer self-termination) or possibly as collateral damage from the loss of another in-store anchor OEM(s).

Figure 13A

Figure 13B

When it comes to product diversification, Yamaha has all of its powersports bases covered. The eight product lines represented (with complimentary seasonality profiles), make Yamaha dealers an attractive one-stop shop for many powersports enthusiasts. Dealer loss was largely confined to California, the upper Mid-West, the North East and Florida.

This pattern is similar to that of Honda and Kawasaki including minimal loss in Texas.

A visual inspection of OEM dealer network losses by state reveals two broad categories: 1) States with pronounced dealer loss in the South West -largely Texas, and 2) States that did not. Those states that saw the largest losses in Texas (ARC, BRP, JDR and POL) also show a pattern of loss in California, Florida, the upper Mid-west and New England. Common to all four of these OEMs is the UTV product line. In fact, if John Deere is used as a geographic signature for this product line, you can see this underlying pattern repeated with the others with boosts in dealer loss from companion OEM product lines (e.g. snowmobile in the upper Mid-west and New England; motorcycle in California). Suzuki also showed pronounced dealer loss in Texas, but again likely as collateral damage resulting from the loss of in-store anchor OEMs or self-terminations.

Continued on page 28

JANUARY 2019

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Continued from page 27

Figure 14A

Figure 3

Figure 14B

Using dealer loss as a geographic indicator for market volatility may seem counterintuitive, but much like a canary in a coal mine it can serve as an early warning signal. The connection between dealer network loss and retail potential can be seen by looking at a snapshot of dealer new UTV postings from ATVTrader.comÂŽ. The graphic below (Fig. 15) shows the distribution of new UTV dealer postings (12/22/2017) by State. Assuming that dealer inventory pressure reflects retail potential, then (except for Pennsylvania) you can see the similarities between this map and John Deere dealer loss (inset).

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Figure 15 Continued on page 30

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Continued from page 28

The OEMs of category 2 all experienced their largest losses in California (HDB, HON, KAW and YAM). Using HDB as a blueprint for motorcycle retail distribution (single product line), a similar pattern is reflected in the other OEMs of this group with the appropriate boosts for companion product lines (e.g. snowmobile in the upper Mid-west and New England).

Group 2 might be considered traditionally “motorcycle-centric”.

Cross pollination. As seen in figure 15 (page 28), only the John Deere and Harley-Davidson dealer networks are largely exclusive so for the remaining OEMs, in-store competitors could potentially impact their stability. Additionally, pressure from downward trending annual revenues could also turn a previously profitable OEM into a boat anchor to be cut loose.

Conversely, underperforming dealers are the OEM equivalent of boat anchors, ripe for termination or replacement. This leads us to examine the in-store footprint of each OEM with that of their counterparts.

The table below illustrates the degree to which each OEM footprint penetrates their competitor OEM networks in 2016.

For each row, the OEM whose network is penetrated to the greatest extent is highlighted in orange. With the exception of Harley-Davidson and John Deere, Suzuki is the OEM maximally penetrated by competitor OEMs reflecting its low degree of exclusivity. On the flip side, Suzuki itself has its largest penetration into the Kawasaki dealer network closely followed

by Honda.

An alternative way to view in-store “cross pollination” is to examine the distribution profile of the number of the competitive target OEMs carried by each network. Note that column heading ”0” refers to the sum of both exclusive dealers plus OEMs other than the target set. For example, in row “ARC” 51.8 % represents not only the percentage of exclusive ARC dealers (24.7% from Table 1 featured in Part 1 two issues ago) but also includes any other in-store OEMs which are not included in the target set. The last column represents the weighted average number of additional target OEMs carried.

As with Table 3, in Table 4 the highest percentage of additional target OEMs carried is highlighted in orange. Once again, Suzuki shows the highest number of additional target OEMs carried with an average of 2.51.

If you’ve managed to get this far, you might be thinking “Are we there yet?”. Has the industry finally stabilized or is there still a broom handle in the bicycle spokes? Clearly, the answer to that question depends on which of these nine OEMs you’re looking at as well as the product lines represented.

Polaris and BRP are the only two OEMs that have reversed course and are aggressively re-populating their dealer networks. However, even though their recovery rates are nearly identical, Polaris’ head start on BRP (2011 vs 2014) has allowed it to recoup nearly all of its network loss. BRP on the other hand, still has some ground to cover. It’s also notable that both of these OEMs are in the process of diversifying their product offerings by re-entering the marine industry.

Polaris’ acquisition of the Boat Holding’s brands Hurricane, Rinker and Bennington (cruisers, platform and pontoons) as well as BRP’s recent acquisition of Alumacraft and Manitou (fishing boats and pontoons) will bring new opportunities to their respective dealer networks.

Table 3

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Table 4

Percentage-wise (and in actual dealer count), the Harley-Davidson and Honda dealer networks lost the least and appear to be adjusting to their post-recession network footprints. This is a bit surprising for Harley-Davidson, but likely reflects their brand strength in the face of a steady decline in corporate sales (over the period) along with the largely exclusive nature of their dealer network. Honda on the other hand, second only to Harley-Davidson in motorcycle sales, also has scooter, ATV and UTV product lines which supplement dealer revenue (not including Honda PWCs which made a brief appearance during the timeframe). Again, brand strength is likely at work here albeit with a much lower level of exclusivity.

Comparing their respective dealer maps above, both OEMs show similar loss distributions mostly in California although Honda’s loss in the North East was more pronounced.

The dealer attrition rates of the remaining OEMs have slowed post-recession but are still in decline. Examination of preliminary 2018 network data, suggest that these OEMs have several more years of adjustment before they stabilize at their respective sweet spots or possibly even reverse the trend. To be sure, dealer network re-population may not be the end game for some of these OEMs. Instead, dealer attrition may be an intentional strategy for addressing dealer overpopulation. An exception to easing attrition is Arctic Cat, whose dealer loss has not significantly slowed and currently stands at~ 50 % of the base year 2006. With its acquisition by Textron in 2017, the Arctic Cat brand will move forward as a snowmobile only OEM while their ATV and UTV product lines have been incorporated into the new Textron Offroad® brand (along with Textron’s Bad Boy Buggies UTVs). With Textron’s resource diversity, it will be interesting to see how each brand fares moving forward.

So, are we there yet? During the last five years, motorcycle, ATV and snowmobile unit sales have been largely flat with the exception of modest growth in PWC and continued strong growth in the UTV segments (sources: Motorcycle Industry Council, Info-Link Technologies, Statistical Surveys Inc., Power Products Marketing & International Snowmobile Manufacturers Association). Scooters, the smallest segment of the powersports industry, have seen a consistent decline in sales over the last five years and are currently standing at ~33 % of the peak in 2008. In view of these observations and continuing dealer loss, there does not appear to be an overarching common driver that would account for all OEM losses.

Does OEM/product line exclusivity impart stability a la Harley-Davidson? Witness a counterpoint with John Deere. Is product segment diversity per Polaris and BRP a secret sauce that enables turnaround? Well, what we see with Kawasaki and especially Yamaha would argue otherwise. Does on-road or off-road product focus make a difference? Arctic Cat (off-road) and Suzuki (largely on-road) would say no.

Continued on page 32

JANUARY 2019

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Continued from page 31

So what does a dealers’ OEM/product portfolio reflect? Does it reflect dealers attempting to match their product offerings with consumer demand or does it reflect OEM “dead wooding” of underperforming dealers? Probably a little of both, but the shift towards less exclusivity would suggest the former more so than the later.

While OEM brand strength is an important feature for the growth/stability of a dealer network, there may be another factor to consider. That factor is the development and systematic execution of a plan for network growth and providing the necessary resources to achieve it.

Examples of this approach can be seen with CFMoto (CFM) and Indian Motorcycle (IND), OEMs whose product lines are polar opposites of each other (ATV/UTV and motorcycles respectively). In April of 2011, Polaris announced the acquisition of Indian Motorcycle from the private equity group Stellican Ltd and Novator Ptrs, relaunching the brand in late 2013.

In the same year CFMoto’s dealer network had begun to stabilize and in early 2014 they began an aggressive network expansion program spearheaded by a new sales team of seasoned professionals. Their results are shown in Fig. 16 below (last graphic I promise).

So, having a plan and sticking with it can succeed even while others in the marketplace are struggling. One of the best recent examples of “working the plan” can be seen with Mahindra’s new ROXOR® UTV product line where nearly 300 new dealers were assigned in less than four months in these same OEM networks!

So finally, are we there yet? The answer is probably yes for some, TBD for most and a tough road ahead for others. OEMs that are actively engaged in expanding their dealer footprint might well be dancing to the tune of “Let’s Get It Started”, while others to “Sittin’ On The Dock of The Bay, Wastin’ Time” and a few to the soundtrack from “Jaws”.

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) 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 32 B.S. in Physiology and PhD in Biochemistry from Michigan State University.

Dealernews Research

By Dr. Paul Leinberger

OMNICHANNEL: Dealership Of The Future

Well, it’s a tall order – and it goes beyond better websites, online configurators and mobile apps. It goes beyond remodeling and new incentive schemes.

To begin with, we need a better understanding of the evolving nature of motorcycle-buying behavior.

Conditioned by Amazon, Google and other online experiences, motorcycle buyers increasingly follow an omnichannel model. The classic “purchase funnel” is dead.

Motorcycle buyers now research and buy in different and more dynamic ways than their non-digital predecessors.

They increasingly expect that what they experience in their digital lives should be the same in their motorcycle buying experience. “If I can buy it from Amazon that way, why can’t I buy a motorcycle that way?”

Second, let’s learn from the experience of the retail sector and take seriously the need to transform our current business model. One good way to think about this is to imagine what the dealership of the future might look like.

If you have been to any of my presentations at the Motorcycle Industry Council’s Communication Symposiums, you may recall me saying: “The future is already here, it is just unevenly distributed.” That’s paraphrased from a famous science fiction writer, but it identifies a fundamental truth.

We can see the future in front of us, if we only know where to look.

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belated Happy New Year! I hope you had a wonderful holiday season. Did you do more shopping online this past season than you did during the holidays in 2017?

If you did, then you were like most Americans. While 2018’s final tally is not yet in, Internet Retailer magazine projected that online sales for the 2018 holiday season would reach $122 billion or a 17.4% increase over the same period in 2017.

Why is that important to us in the powersports business?

Because it is further confirmation that we are in the midst of a retail revolution. Technological innovation and changing consumer expectations are disrupting the entire buying process. Consumers have very quickly become accustomed to purchasing products anytime, anywhere, with any device, from any number of retailers. In the jargon of the trade, they have become “omnichannel” customers.

To survive, the retail industry has undergone a significant transformation over the past few years and it continues to evolve. Think “buy online, pick-up at store” – a trend that was big this past holiday season. Two-day (or even faster) free shipping – Amazon Prime and Prime Now. No checkout shopping – Amazon Go. Daily online specials, Instore augmented reality, experiential shopping… the list goes on. Retailers are making dramatic changes. And if they don’t, they may go the way of Toys R Us – out-of-business, or Sears – in bankruptcy. The once great American retail institutions are now dead or near death.

We don’t want the same fate to befall us. So, what do we need to do?

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Here are some of the changes already taking place – in the auto business and in the sharing economy. Taken together, they begin to paint a picture of what the dealership of the future might look like.

You will be a “mobility company” rather than a “motorcycle sales operation.” Today’s dealership model – based primarily on selling one motorcycle at a time to individuals and then servicing them and selling them aftermarket parts — will give way to a mobility model. Many customers will want group leases on one motorcycle to share or they will buy monthly subscriptions that allow them to switch from one kind of motorcycle or off-road vehicle to another as their needs change day-to-day. In addition, you will have a contract relationship with a large vehicle-sharing service (which now includes motorcycles and off-road vehicles) that serves either its members or the general public.

You will be a distribution center owner leasing and renting motorcycles. For the most part, the dealership of the future will be a fleet management and distribution center.

You will be an “adventure package” company, creating rideand-drive experiences/vacations for experienced and new riders.

You will be a center for new business. You will have reinvented yourself as a business. You will add more products and services to your portfolio. Besides having mobility services as a separate department, you will add “stores-within-a-store” to showcase other aftermarket products. You will also sell bicycles, e-bikes and drones. You will still work with OEMs, but you will have become more independent.

You will focus on customer service. Service has become increasingly important. As a fleet management company, your service business is dominated by repairs and maintenance to the motorcycles in your distribution center’s fleet. You still do customer-pay work, but that is dramatically reduced. You understand that your customers are part of an “ecosystem” — a long-term relationship

that extends over the life of the motorcycle and beyond.

Therefore, you focus on experiential events and you are involved in your community. Your service component has become your primary profit center.

The future belongs to those who create it. The time to act is now!

A perennial keynote speaker for the Motorcycle Industry Council's annual Communications Symposium, Dr. Paul Leinberger has become the powersports industry's de facto futurist/strategist. Dr. Leinberger is an expert in market/brand strategy and research with more than two decades of social trend forecasting, market strategy and strategic planning. Prior to joining TTD, he was Senior VP of GfK NOP, where he ran the company’s flagship consumer trend services, Roper Reports, as well as the company’s groundbreaking Global Visual Database. His client list reads like a Who’s Who of corporate America: HewlettPackard, 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.

JANUARY 2019

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The upward trending continues: Early results in 2019 are providing us with a positive outlook for the upcoming year… well, until the recent snow storms and government shut down. If Mother Nature and the politicians cut us some slack, 2019 can pick back up where we left off in 2019.

PowersportValues Values Powersport Average Retail Value by Category Cruisers

Dealernews Research

By Lenny Sims

BY THE BOOK

Sportbikes

NADAguides 2018 YearEnd Powersports Market Insights What a ride! The powersports market had a slow start in 2018, but then saw strong growth that continued in spring, summer and unexpectedly throughout the fall season. While these market trends are typical for the beginning of the year, we did not expect to see such high sales volumes after summer.

This continued growth during the fall and early winter seasons can be attributed to mild weather conditions that allowed for a longer riding season in regions that typically see snow. It was also attributed to manufacturers releasing new products for the on-road market with lower price points to entice new riders. The Indian summer and affordable bikes really helped Q4 and the entire 2018 totals.

Of course solid Side-By-Side sales help buoy the powersports market. Both the sport and utility segments saw stronger values and increased web traffic right out of the gate in 2018.

Utility Side-By-Side values were up 4% and sport UTV values finished up 3% over 2017. This increase is due in part to the flexibility and popularity of UTVs. The wide range of available accessories make it easy to stay warm during winter trail riding, effectively extending the riding season.

Unlike the UTV market, the cruiser and sportbike segments showed very similar pricing as the previous year. However, both cruiser and sportbikes finished with a stronger Q4 in 2018 than they did in 2017.

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Utility Side By Sides

Sport Side By Sides

Powersport Values vs. Traffic

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

Motorcycle Brands

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 JANUARY 2019

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REV ’EM UP WITH REVER

W

Part II Of What An Engaged Customer Base Looks Like!

hat’s REVER and what will it do for your dealership was the basic premise of Part 1. The elevator pitch version is that the free REVER app is available on both iOS and Android and it works in conjunction with the REVER website to help riders discover the world’s best roads, create custom routes, track epic rides, compete for bragging rights and share their riding experiences across social platforms.

“We know REVER users ride… a lot,” says REVER’s Corey Eastman. “As an example, the chart shows the ending points for REVER rides taken as part of a KLIM Challenge last year. This is from one challenge with just over 2,000 participants who tracked more than 52K rides, riding a total of 4.8 million miles in 2018.”

Granted, the KLIM Challenge participants are hardcore, but judging from the dot dispersion, they are just about everywhere, including on your

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dealerships customer database. “Each circle represents rides that ended in that area,” explains Eastman. “As you dig in, you can start to see ride hot spots.”

Obviously major cities have big numbers but you also start to see popular spots in more remote areas, he adds. “We are working on refining how we share this data, but having the ability to see where people are choosing to ride is very interesting.”

Even more interesting is the fact that data indicates 61% of the app’s users plan to purchase a motorcycle. Of this number, 39% plan to purchase “immediately” to within the next 12 months. Another 22% of the total have said they are interested in buying a bike some time in the next couple of years.

New bike or old, racking up all the miles that they do, REVER users burn through rubber. “Average REVER users replace their tires every 6,205 miles,” adds Eastman. “They are buying two

sets of tires each and every year.”

It isn’t just motorcycle and tire sales in play, either. The aftermarket can cash in on the fact that 94% of REVER users have upgraded their motorcycles from stock, notes Eastman. “Not a bad return on a free app!”

As master showman PT Barnum once told the media, “say whatever you want about me, just make sure to spell my name right. Same holds true for REVER… say it right! “It is not like that Midnight Ride guy, it is pronounced REV-er like revving your engine, not Paul Revere,” Eastman reminds us. “It is a French word meaning ‘to dream’ — REVER is our way of revving your engine.”

Since its launch back in 2015, REVER has racked up more the 1 million downloads and tracked 75,000,000+ miles. “And did I mention it is free,” asks Eastman.

Get more details about the app here: https://rever.co/how-it-works/

61% Currently have plans to purchase

Timing of motorcycle purchase 39% Immediately to within the next 12 months 22% Sometime in the next couple years 39% No plans at this time

a motorcycle M

A

I

N

T

E

N

A

N

C

E

94% of REVER users have upgraded their motorcycles from stock.

Types of upgrades made (totals more than 100 percent due to multiple upgrades)

Engine Performance 46% Protection (crash bars, etc) 70% Comfort (seat, windscreen, etc) 84% Controls 45% Brakes 21% Suspension 39% Tires 71% Electrical 55%

Frequency of motorcycle upgrade purchasing 35% Whenever I see something I like 5% Once or more a month 22% Every couple of months 30% Every 3-12 months 8% Every couple of months

69% of REVER users perform 50% or more of their own motorcycle work.

AMOUNT OF MAINTENANCE/ ACCESSORY/ MODIFICATION WORK REVER USERS PERFORM TO THEIR MOTORCYCLES

Frequency of motorcycle maintenance purchasing 13% Whenever I see something I like 15% Once or more a month 27% Every couple of months 43% Every 3-12 months 2% Every couple of years

On average REVER users replace tires every 6,205 miles, purchasing two sets of tires each year.

Frequency of motorcycle tire purchases by REVER users 2% Less than 1000 miles 29% 1001-4000 miles 34% 4001-8000 miles 20% 8001-10,000 miles 15% 10,001 miles or more

24%

100%

G

E

A

26%

75-99%

19%

13%

50-74% 25-49% OF THE WORK

12% 1-24%

6% NONE

R

87% of REVER users make one or more motorcycle accessory and/or gear purchases a year.

Types of motorcycle gear owned 100% Helmet 41% Goggles 97% Jacket 32% Jersey 89% Pants 96% Boots

11% Knee Braces 99% Gloves 64% Base Layer 40% Heated Apparel 64% Armor 7% Neck Brace

Frequency of motorcycle gear purchasing 26% 3% 21% 31% 18%

Whenever I see something I like Once or more a month Every couple of months 3-12 months Every couple of years

rever.co

JANUARY 2019

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SAVE THE DATE! Fresh off a fabulous show in Vegas, we are already planning for an even better show in 2019!

Be sure to get these dates on your calendar now.

You won’t want to miss it!

September 26-29, 2019 - Columbus, Ohio aimexpousa.com

PRI Races Into Indy Motorcycles Make It Into The Indianapolis Trade Show

By Charlie Williams

T

he 2018 Performance Racing Industry Show in Indianapolis was held 8 miles from my house, so despite all objections, I got the assignment! Finally, for the first time since the Dealernews Dealer Expo left town, living in Indiana pays off! Although I’ve never attended the famed PRI show, I’ve heard great things and as a first time visitor, I have to admit it lives up to the hype. Many impressive and interesting cars, trucks, machine tools, gofast parts, trick pieces, hot girls, free stickers… a show-goers dream!

My mission was to seek out motorcycle industry vendors and show ‘em some love. It seems like a natural cross-over from powersports to the Performance Racing Industry, and indeed, I found a few motorcycle guys. Another Indiana native, Hoosier Tire has made a name for themselves selling all sorts of race car tires to fellow Hoosier racers since 1957. During the past year, they have been developing a line of motocross tires. They are beautiful! You can’t tell a lot about a tire by standing next to it and drooling, but I saw no indication that is was anything other than a serious racing tire. I’m in line to get a couple of sets of the harder and softer compounds and I’ll get you the whole story soon.

Can’t wait? Get the holeshot on Hoosier’s moto tires at https://www.hoosiertire.com/tires/motocross/

Motorcycle dealers will also recognize the Lucas Oils name, especially after they took title sponsorship of the Dome where the Dealer Expo used to be held. They have long had a line of motorcycle oils… I’ve used them all and have to give Lucas Oils a thumbs up, too!

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Okay, I’m a little biased here — see, at the Las Vegas EnduroCross one year, Lucas Oil was the sponsor and Mr. Lucas himself had a suite overlooking the track. I rode the Vet Class and ended up upside down in the rocks… twice.

At 8:15 pm with my heart rate going from 60 to a million in 2 minutes, I staggered back to the dark trailer to change clothes so I could come back and watch the main event.

I’m sitting on a bike stand in the dark breathing like one of those gas construction heaters and sweating like a garden sprinkler. I’m wiping my face with a rag trying to regain some form of control. Eyes bulging like one of those ugly fish you sometimes catch near nuclear powerplant outflows, tongue hanging out, sweat pouring, me wiping, rag wet… I switch hands and immediately recognize the “comfort waist band” a feature a T-shirt does not have. So, to be clear, I was wiping my face with my underwear, they are now sopping wet and I still have to put them on!

Soggy underwear and all, I raced back across the vast parking lot, up 4 flights of stairs to the suite floor. I crashed the first one I came to, Lucas Oils. Forrest Lucas himself was sitting with Colton Haaker, who was not racing for some reason. Well, Forrest elbowed Colton and probably said something like: “Who is that?” Colton looked at me and probably said something like: “I’ve seen him around but I’m not vouching for him!” Remember I’m still gasping for air and pouring sweat like a John Candy skit. They didn’t make a move to throw me out and I couldn’t make a move to leave, so I knew I liked Mr. Lucas and continue to use their products to this day. http://www.lucasoil.com

Enough of the memory lane detour! Back to Indy and the PRI show we found YSD Screen Printing. YSD is an Indianabased company and they do motorcycle graphics. They had on display a new shiny chrome graphic kit, impossible to photograph, but it looked pretty cool. I did like the fact that YSD is a dirtbike guy bringing his services to the car racers at the PRI show: https://www.ynsdesigns.com/

Simpson Helmets had a display, I know they make motorcycle helmets, but the booth was too crowded to do any real reporting. Maybe that’s the best reporting: booth too full! However, Simpson’s new modular had dealers flipping their lids at AIMExpo when they had an advance heads up on it. Get the Simpson scoop here: http://www.simpsonraceproducts.com

Even our favorite TV broadcaster and former AMA employee Dave Despain was at PRI enjoying his retirement, at least before they drafted him to emcee some of the presentations.

Still miss his Wind Tunnel TV show... of course I still miss MotoWorld and the entire Speed Channel.

There was even a NASCAR version of Ronnie Mac standing in the middle of the show floor — who knew they made bib overall re suits — and in my size, too!

Now I’m sure there were other motorcycle products at the PRI show, but these really stood out and an interesting thing is that Hoosier Tire, Lucas Oil, YSD and Simpson Helmets are all Indiana-based companies!

I also know Vance & Hines has a race shop near Indy and Bridgestone has a big building here, too. Unabiker Radiator guards are made right up the road and Throttle Jockey not far beyond that...

Heck, maybe living In Indiana isn’t such a bad gig anyhow?

L

` ` Vu All Over Again?

PRI DEja

ike the original Dealernews Dealer Expo in Indy, the Performance Racing Industry tradeshow is not open to the public. Strictly for the racing trade, PRI connects manufacturers of racing products and technology with the all-important distribution pipeline of racing retailers, race engine builders, race car builders and distributors, not to mention thousands of professional race teams.

Also like the motorcycle market, the trade magazine was introduced before the tradeshow was launched. Published monthly, Performance Racing Industry magazine is widely recognized as “The Voice of the Racing Marketplace.” From its inception in 1986, PRI has served tens of thousands of racing entrepreneurs as their key source for industry trends, merchandising ideas, new products, business strategies and more. With issues ranging between 120-400 pages, it is “the” publication for the racing trade.

The PRI Show now annually attracts thousands of attendees from all 50 states and 70 countries. With more than 1,100

companies exhibiting in 750,000 square/feet of products, services, machinery, testing technologies, and trailer exhibits, it is the world’s largest gathering of motorsports professionals. The three-day show provides a professional business atmosphere where racing retailers, race engine builders, race car fabricators, race engineers and distributors can conduct business face-to-face.

The industry can review the next year’s hottest new racing products, make buying decisions and secure new lines in inventory for the start of the next racing season. In other words: PERFORMANCE RACING INDUSTRY means business!

If you are interested in seeing how Performance Racing Industry does a tradeshow in Indianapolis, mark your calendar for December 12-14, 2019. Registrations open in May. http://www.performanceracing.com/tradeshow/

JANUARY 2019

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of new brands being brought into the mix and the largest industry footprint the Boise-based operation has ever had. When question if they had finally bit off more than they could chew in terms of growth, CEO Craig Shoemaker responded with his customary candor and forthrightness.

“Honestly, we are taking what the market is giving us… it may seem like a lot, but we have the infrastructure and the team in place to make it work,” he says. Just on the HardDrive V-Twin side of things, WPS announced it had taken on a trio of top brands, unveiled to the reps and the media at the sales meeting (see “Brand Building” sidebar).

FLYING HIGH IN BOISE

However Shoemaker says they can handle it. “If we can’t do a good job of partnering with a brand, getting our reps to believe in a product line, communicating the benefits to the dealers and really making it work to everyone’s benefit, we will walk away from a distribution deal. We are here to service, sell and warehouse products properly… we want to earn that business. Consequently we can’t be all things to

Western Power Sports National Sales Meeting

By Robin Hartfiel

A

fter the success of last year’s meeting, Western Power Sports once again held its National Sales Meeting at the Boise Centre in downtown Boise. Unlike some of the other distributor events WPS sales meeting is focused specifically on the road reps getting individualized training from the vendors. But even with that, it takes several days to get everyone up to speed as Tuesday and Wednesday January 8-9 included full days of UTV/ATV and Off-Road vendor breakout sessions while Thursday and Friday January 10-11 showcased the V-Twin and Street Motorcycle sectors.

From the outside looking in, it seemed like WPS was always in a slow, controlled growth mode… until the past couple of years. This year’s sales meeting was marked by a number

Couple of clutch performers right there: Ron Hinson from Hinson Racing and Rick Green with Technical Touch were both in Boise to hook up WPS reps with the latest intel.

all people in every sector of the market.” WPS leaves that unlimited approach to the other guys.

Speaking of the other guys, Shoemaker believes there is a place for all the established distribution channels and he genuinely wants to see his competitors succeed. “The industry needs for Tucker to turn it around and we need Parts to be Unlimited. We want our industry to be as healthy as it can be and continue to succeed. If you look at the numbers, obviously we’re getting some market share from someplace, but we are not growing for the sake of growth — we are focusing on the needs of our dealers and gaining market share as a consequence.”

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“We’ve been blessed to keep moving forward since my wife and I bought the business back in 2000…Our goal has always been to be really good at what we do: give great service, be honest, take care of the customers and continue to earn our piece of the pie. Since 2000 we’ve never had a down year, even when the economy crashed in 2008 we still managed a slight increase… That is probably where you get your ‘controlled growth’ perception.”

“The Fresno warehouse is an important part of our west coast distribution network for dealers,” Craig claims. “This expansion means that our Fresno facility will continue to keep up with our growth while supporting our dealers with deeper inventory.”

But that was just the beginning… more than 100,000 sq./ft. was being added to Boise even as the sales sessions were taking place, and there is more to come… “Much more,” says VP Terry Baisley. “We have facilities in California, Idaho, Indiana, Pennsylvania, Tennessee and Texas already, but there is still some open points.” While Terry wouldn’t commit to additional distribution centers being opened or an exact expansion timeframe, he points out that customers (dealers and end users alike) have an expectation for same day delivery.

WPS’ Sedona brand is on a roll! Although the Sedona brand has been on dirtbike tires for nearly a decade they are really making news as the UTV tire of choice for many dealers.

“We try to be humble and appreciative of the blessings we have received as a company, but we also work hard at earning the business we have,” says Shoemaker of the family business. And “family” is the operative term for this third generation of WPS ownership. “We have a lot of really good people here that are considered our extended family.” Literally as well as figuratively as Shoemaker’s son, Executive VP Terry Baisley’s son and dozens of other husbands and wives, fathers and sons and brothers and sisters now make up the WPS ranks.

“They are all family to me, but I have to remember to let these people do their jobs. I get to steer the ship a little bit, but I learned at a young age from my father and my father-in-law, hire good people and let them do their job. It sounds easy, but it’s actually hard to get out of the way and let them do their jobs.”

EXPANSION PLANS Just before their National Sales Meeting in January, WPS announced the expansion at its Fresno, California warehouse as part of a large-scale, company wide expansion plan. This expansion has since added an additional 80,000 square feet to the Fresno warehouse resulting in a total of roughly 180,000 square feet of space.

We found Fro! ODI introduced the new Emig Pro V2 LockGrip System in Boise, but the general public wasn’t allowed to see the embargoed product line until February 1st. Dealers following Dealernews social media feed may have been given the scoop though.

“We plan to add approximately 430,000 sq./ft. of warehouse space and additional facilities before the end of 2019,” confirms Shoemaker.

Patrick Storm says Warn winches are really pulling their weight. Bad puns aside, the Warn range is definitely a WPS profit center.

“One of our reps even jokes that WPS has the best twoday delivery rates in the business, but we are expanding to meet the needs of our customers… all of our customers,” concludes Baisley. “Stay tuned for more expansion news throughout the country in 2019.”

JANUARY 2019

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BRAND BUILDING

WPS Takes On Trio Of Top Lines

I

n conjunction with the National Sales meeting WPS announced three new distribution partnerships with Paul Yaffe’s Bagger Nation, MagnaFlow Exhausts and Rekluse clutches. Interestingly the emphasis on new brands was in V-Twin sector rather than say, UTVs. “This is intentional,” says CEO Craig Shoemaker. “We have a very strong ATV/ UTV product portfolio and the FLY off-road brand is a force of its own, so we saw the opportunity to better service other market niches. (What Shoemaker didn’t say was that the game-changing FLY Formula helmet was waiting in the wings… but that is a story unto itself). Each of these brands are distinct and highly respected in the V-Twin world, giving HardDrive’s expanding dealer network even more options for V-Twin enthusiasts across the country.

“I am extremely excited to start offering these brands throughout our HardDrive dealer network,” National Sales Manager Ronnie Wehr explained. “All three of these brands are well respected in the V-Twin world and we couldn’t be happier to work with them.” Bagging Bagger Nation should be mutually beneficial.

“Paul Yaffe’s Bagger Nation is very pleased to announce our partnership with HardDrive,” says Yaffe’s National Operations Manager, Mark Goss. “As a manufacturer of the highest quality parts for Harley-Davidson touring motorcycles, including the best-selling handlebars in the world, we feel this relationship will be very complementary to both companies, but most importantly, to the end users of our products. We look forward to serving HardDrive and its dealership network throughout the country.”

Proudly made in the USA, MagnaFlow develops and manufactures their products to exacting standards to ensure that every part is of the highest quality. “HardDrive is proud to begin distributing MagnaFlow to dealerships across North America with their customer-focused service,” says Wehr.

“MagnaFlow and HardDive are both family owned and built from the ground up by good people with determination and a vision for the future,” adds MagnaFlow Director Chris McGee. “We are excited with the addition of HardDrive as a sales partner to enhance the service and support of MagnaFlow to V-Twin dealers and shops across North America.”

“Rekluse is excited to add WPS as a sales channel partner,” says Rekluse President Sean Brown. “This cooperation will broaden awareness for our expanding product segments including off-road manual clutches and accessories, along with our full line of street clutches. We are confident this new partnership with WPS will help us continue building momentum for the Rekluse brand.”

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“It’s been incredible watching Rekluse grow into the brand they are today,” Sales & Marketing Director Doug Riipinen added. “Located only a few miles away from our Boise headquarters, both WPS and Rekluse have had a similar journey in growth and development. It’s a no-brainer to carry their products.”

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attendees so that you have the tools needed to grow your business.”

Of the more than 165 participating brand partners, 21 were new to the Tucker Show line-up, and 11 were not only new to the show, but completely new to the product portfolio.

“In addition to our brand partners the Tucker sales and marketing teams are at the show to help create a fun and informative environment with the goal to provide you with the ultimate service experience over the next couple of days — and throughout the rest of the year,” added Blackwell.

For the road reps and management team the show started on Monday, but we crashed the dealer portion of the party on Thursday and Friday. Consisting of two full days of interaction with Tucker reps, execs and brand partners, dealers were afforded the opportunity to learn about new products, take advantage of show specials, network and enjoy a good time at the show-ending dealer appreciation party.

In order, Tuckers goals were: 1) Commerce — Providing an opportunity for dealers to take advantage of show specials, and stock up and prepare for the upcoming riding season.

2) Training – Dealer seminars designed to help improve operational efficiencies, visual merchandising, marketing and share “best practices” to improve consumer brand experiences and expand consumer reach.

EVERYTHING IS BIGGER IN TEXAS Record Number Of Brands At Tucker Show 2019

By Robin Hartfiel

F

ollowing the rollout of its new brand identity last June, The Tucker Show was the first opportunity for dealers, vendors and media outsiders to get a feel for the “new” Tucker. A new venue, new personnel, new vendors and new marching orders were all presented at the Fort Worth Convention Center, January 24th–25th. As new as everything was, it was still an old-fashioned order writing event.

“With over 166 brands present, the Tucker Show provides more opportunities than ever to interact with our brand partners and their product experts,” is how Senior Vice President of Sales and Marketing Greg Blackwell welcomed the dealers to Fort Worth. “We worked closely with each of these brands to offer promotions exclusive to Tucker Show

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3) Community – Build stronger relationships with the Tucker Team, its brand partners and network with other dealers that share your business experience.

A series of dealer education workshops focused on increasing customer engagement, improving selling techniques and ultimately boosting the bottom line were hosted Thursday and Friday. In addition to staff experts like Connie Lee, Dale Spangler and Justin Giles discussing the changing landscape of advertising and the influence of social media, Tucker tapped some outsiders for assistance as MIC President Tim Buche covered leveraging the used market and SEIZMIK president Steve Shankin addressed how to get a bigger share of the burgeoning UTV market.

Having seen Steve’s presentations before at events like the GIE+EXPO we can attest they are worth the price of admission!

“It’s been an awesome journey here at Tucker, and I’m very honored and excited to be here,” said an elated Potter. “It’s always been my goal to lead the sales team here at Tucker, and with Greg joining us about two-and-a-half months ago, it afforded me the opportunity to work with him directly, share my vision, create a plan and then be able to convey that plan to the sales force.”

Potter adds, “In my mind, it is critically important for us going forward to create a unique customer experience, one that is memorable and recognized by our customers. When a Tucker sales rep walks into a customer’s store, we want them to know they’re going to get that unique customer experience and there’s going to be a value-add to their business.”

But there was more personnel postings during the festivities in Fort Worth as former director of sales operations Jim Barker was welcomed back to the Tucker team on stage as part of the keynote presentation. In his new role as VP of Marketing, Barker says he will be responsible for growing and developing the Tucker brand.

“Creative marketing services will be implemented to help our dealer customers and field sales organization. I will lead the marketing team to collaborate with customers and sales to deliver high quality services on-time and to help dealer customers drive retail traffic into their stores and on their web storefronts.”

Continued on page 50

BEHIND THE SCENES: What the dealers and media didn’t see was the Team Building “exercises” hosted at Billy Bob’s Texas on Monday followed by two days of serious sales force training as select brand partners presented their wares. By the time the dealers arrived for The Tucker Show on Thursday, the reps were already up to speed — literally. The quick draw competition, mechanical bull riding and Texas Two-Step dance off narrowed the field for the Red Bull Mini Moto race finale of the team build festivities (big winners of the mini motos were Dusty DeBusk and Tyler Holm).

During the leadership presentation on day one, Senior Vice President of Sales and Marketing Greg Blackwell announced that one of their own, Jason Potter, had been appointed VP of Sales, effective immediately. The response to Blackwell’s announcement was a standing ovation from the entire Tucker sales team. Potter had spent the past three-and-a-half years with Tucker, first as the Central Area Sales Director, then as Western Area Director of Sales.

Prior to Tucker, Potter worked primarily in the consumer electronics distribution, repair, and manufacturing sectors.

JANUARY 2019

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Continued from page 49

KEYNOTE Barker’s announcement also brought a standing ovation from the reps and dealers alike. But some more immediate take-aways came from Chris Zane’s keynote. “The only difference between us and our competition is the service that we offer,” says Zane, who literally wrote the book on retailing — Reinventing the Wheel: the science of creating lifetime customers.

“You are not selling product, you are selling a solution to a problem,” he explains. “The sooner you understand this, the sooner you will begin to build clients for life.” Although Zane built one of the largest retail bicycle stores in the world with this philosophy, he believes it will work for powersports dealers.

The Tucker team welcomes Jim Barker back (top). Barker is now VP of Marketing. Promoting from within, Jason Potter (right), pictured with Barker and RSM Brian Healea is now VP of Sales for Tucker Powersports.

“I’m not a motivational speaker and here to pump you up for a couple of days… I want to help you create relationships that result in customers for the life of your business.” Dealernews has a version of Zane’s message at our YouTube channel for dealers who didn’t make it to The Tucker Show to share some of the insights: www.youtube.com/watch?v=kgoM76eR8yk&feature=share Of course all work and no play makes for a long sales meeting, so dealers were hosted to a gala appreciation party on Friday night. Food, friends and fun were the order of business. Everything from pop-a-shot and pool tables to a Texas Hold ‘Em tournament and live music made for a conducive environment to socialize in.

Commerce, training and camaraderie provided the framework for the “New” Tucker Show, but it was just the beginning. Riding with reps, dealing with dealers and building brand relationships are on the docket for the Tucker management team in the coming months. “I have a lot of windshield time coming up with the reps as we work to restore trust in Tucker. As Jason Potter puts it, we want to create a unique customer experience, one that is memorable and recognized by our dealers.”

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COAST TO COAST SUMMER - 2020

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Better Than The Batmobile?

BRP Ryker Isn’t Joking Around

By Robin Hartfiel

A

offered a ‘spirited’ romp down past Bandimere Speedway drag strip and the Thunder Valley MX park. Unlike the Spyder, the Ryker lets you get away with a fair amount of wheelspin before ABS and traction control engages. More recently we have had the opportunity to ride the Ryker at sea level and experience the full effect of “sport” mode.

decade ago, the Spyder changed people’s perception of not only Can-Am, but the entire on-road experience. BRP believes the Ryker will bring about major disruption to the status quo… and more customers the powersports industry hasn’t been able to reach in recent years. Given that BRP celebrated its 15 Anniversary as a stand-alone company in December of 2018, the Ryker could be its next change-agent and help them continue to carve out new markets.

“Wait until you try the Rally edition,” José Boisjoli told us at the time. “It will really drift!” When pressed on how he knew this, BRP’s CEO broke out in a big smile and told us about some personal product evaluation antics… when was the last time a CEO for any company this large was out playing with the products? Boisjoli believes variations like the Rally version and plenty of options to personalize all three Rykers will help make the machine a success in more market niches than the Spyder.

“Our research has shown that thousands more people around the world would be willing to consider riding on three wheels if it were more affordable,” said Josée Perreault, Senior Vice-President, Can-Am On-Road at BRP. “The Can-Am Ryker tackles that barrier head-on with no compromises – it’s highly sophisticated and has a long list of innovative features and technology... plus, it looks great and is a hell of a lot of fun to ride!” After an extended demo loan of a matte black “batmobile” test unit, we would have to agree.

With more than 75,000 customization options from three basic SKUs, dealers have literally something for every Ryker customer with minimal inventory. Better yet, dealer-phobic customers can design and build their own Ryker via an App and then pay the dealer a core charge and install fee when their “personal” Ryker is ready… check out the Can-Am configurator at: can-am.brp.com/on-road/experience/ryker/app-download.html

“Better still, the Ryker has a twist-n-go CVT set up, and MSRP under $10K (well under to the 600cc Ace engined baseline model) and can even be leased,” according to Perreault.

BRP has removed any barriers to entry they can. “Despite being the easiest to ride three wheeler ever created, the Ryker is still plenty of fun.”

During Club BRP in Denver, we were given a chance to ride the Ryker early in the morning before the dealer demo rides out at Red Rocks. Even at elevation, the 900cc model

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“A ‘ride like no other’ needs a shopping experience like no other, and that’s what the Ride Builder app is,” explains Vincent Varaldi, project manager, Can-Am Vehicle Engineering. “We’re at the forefront of bringing augmented reality to the industry. People can design and build their dream machine, and then see it right in front of them in their driveway or even their living room.”

However the Ryker isn’t something that BRP cooked up overnight. In fact the BRP Design & Innovation Group started imagining the Can-Am Ryker back in 2008. “It was a dream for something simple, minimal and with style that would be fun to ride and extremely accessible,” says Varaldi.

Photos by Brandon Davis

The Ryker is actually the fifth model built on the 2007 Spyder platform, but with a bare bones, less expensive approach and seating even lower sporty Spyder F3. There are basically two Ryker models, the 600cc and 900c (three if you count the Rally Edition José Boisjoli is partial to).

The $8,499 base model comes with the 600cc Rotax twincylinder engine, while the 900cc triple costs $9,999, and the higher-spec Rally Edition ($10,999) brings adjustable shocks and a Rally mode to the engine map. All three come with a full complement of electronics, like a Bosch-developed VSS Vehicle Stability System with ABS and traction control.

This diversity is mirrored by BRP itself. There are more than 10,500 employees — a third more than in 2003 when BRP became a stand-alone company — representing 24 nationalities and operating in more than 20 countries. They even communicate in five official business languages. “Our different backgrounds and experiences bring a wealth of perspectives that help us continue to innovate and fuel our growth.”

Continued on page 54

“We know our customers. We know why they buy a Spyder and why they don’t,” adds Josée Perreault. “We know who they are, which demographics they belong to. We know we have a massive growth opportunity. Our current Spyder customer is 62 years old, on average. Sure, that’s high, but isn’t 60 the new 50? These are people who have both a comfortable amount of disposable income and time to enjoy life. They use their Spyders to travel, to be with their friends and to have fun. They’re awesome customers, and we intend to keep taking care of them… but we need to reach a broader base with the Ryker.”

That base-building means the online configuration App, 75,000 options and in another first for Can-Am, leasing. The company says the leasing opportunities for this model are the “first in the powersports industry,” and are available in 24, 36 and 48-month increments, so new riders don’t feel locked into a vehicle that may not be right for them.

How’s that for addressing the Millennial customer’s fear of commitment (and lack of discretionary income)?

This catalyst for change and a need to reach different demographics not only drove sales of more than 100,000 Spyders by 2015 but it tapped into markets motorcycles miss. Approximately 21% of its sales are to women, and nearly 30% of Spyder owners have never previously owned a motorcycle BRP is betting that Ryker will reach even higher numbers of non-motorcycle riders.

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WHAT THEY SAID

Can-Am’s claim that the Ryker is a “game changer” may not be far off the mark—for newbies, anyway. As a longtime (and aging) motorcycle rider, I’m not the target audience for this machine, but I can sure see its appeal. This bike could very well be the bridge between motorcycles and the next generation of riders who are initially intimidated by two wheels. The price point is more than reasonable and the thing is just rip-roaring fun to ride.” ~ Andrew Cherney Cycle World “Can-Am has done their homework, and they’re positioning Ryker so that it will be in the eyeline of their target customers. They think that the affordable price and ease of learning to ride will appeal to young buyers with a moderate amount of disposable income, and to women who have been riding on the back of a bike, but are now ready to take control. The competition isn’t two-wheeled motorcycles, it’s other leisure adventures, like snowboarding, mountain biking and skateboarding.

Can-Am will push leasing as an option for buyers, offering commitments of 24, 36 or 48 months, and starting monthly prices as low as $149/month. That should attract buyers who want to dip a toe in without the full plunge.” ~ Jason Fogelson Forbes The Ryker is actually a heck of a lot of fun to ride – just don’t try to turn it into a motorcycle experience. It’s more like a go-kart with a handlebar. What remains to be seen is how well it’s received by its target market, but the new leasing program, which advertises payments on a Ryker as low as $149/month, might provide an added incentive for a generation unlikely to have a large chunk of savings to plunk down on a new toy. Even seasoned two-wheelers (and trike riders) looking for something fun to bomb around town on should give the Ryker an open-minded look though. You never know, you just might like it! ~ Jenny Smith Rider

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Continued from page 53

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BREAKING BARRIERS TO ENTRY

International Motorcycle Shows Efforts To Expand Ridership Enhanced By NewTo2

By Robin Hartfiel

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he late industry renaissance man Don Brown used to say, “a rising tide floats all boats.” It was under the stewardship of Don Brown and Dealernews-then publisher Don Emde convened the Palm Springs summit to explore ways to expand ridership in a down market… that was 1984! Flash forward to 2019 and the industry finds itself in the same boat. The International Motorcycle Shows folks are trying to break down the barriers to ridership, however unlike what ultimately became the successful “Discover Today’s Motorcycling” campaign, IMS is taking the message to the masses at IMS tour stops and beyond this season.

Billed as the industry leader for connecting powersports’ top brands with enthusiasts and buyers, Progressive International Motorcycle Shows (IMS) announces NewTo2. com, an online platform within Discover The Ride program.

Discover The Ride is comprised of five interactive activities including the New Rider Course in partnership with Zero Motorcycles and Yamaha Power Assist Bicycles, the Kid’s Zone presented by Allstate, XDL Wheelie Experience, Dyno Experience and now NewTo2.

Launched last November, IMS announced their “Discover The Ride” initiative specifically designed to introduce riding to non-riders during the 2018-2019 tour stops. “The powersports industry is evolving rapidly, specifically with the introduction of electric vehicles and a new generation of riders entering the market,” said IMS Senior VP Tracy

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Harris. “We wanted to highlight these trends in a fun and interactive way throughout the 2018-2019 IMS tour.

We are very excited to bring this new attraction to IMS, not only to present the latest developments within the industry, but also to create an educational hub for new and experienced riders alike with a goal of increasing interest in motorcycling.”

As a new series of online videos now available to consumers, NewTo2.com includes live presentations at IMS, educating new riders on the world of motorcycling via a series of videos and live presentations at the show. Hosted by experienced motorcyclists Monique Filips and Jordan Diggs, joined by surprise guests in certain markets, NewTo2 guides newbies through the different types of motorcycles, gear, how to get started tips and tons of advice for the journey into motorcycling.

“It is amazing to introduce individuals to motorcycling who are interested in riding but don’t have any experience due to the barriers to entry for new riders,” added Harris.

“Discover The Ride provides the proper gear, coupled with the proper training in a closed, safe course, and is proving to be a gateway for non-riders to get on two wheels and say, ‘This is fun, I can do this!’ Not only can attendees hop on a motorcycle and ride at the show, New To 2 offers access to continued education to interact with at their convenience.”

Discover The Ride’s Success Story New To 2 live presentations enable crowds of new and non-riders a forum to ask questions and receive answers about motorcycling. In addition to the New To 2 online educational content, the Kid’s Zone presented by Allstate introduced more than 864 kids to Stacyc’s electric balance bikes on a closed course track. Furthermore, countless experience the power and ability to shift through the gears at the Dyno Experience with Ducati, Harley-Davidson and Yamaha. New and experienced riders got a balance check busting a wheelie at the XDL Wheelie Experience.

After four shows, thousands of non-riders and experienced riders — from toddlers to adults — enjoyed the five interactive riding zones. Twenty-six percent of those were non-riders and 762 of those non-riders completed the New Rider Course. Participants started on Yamaha Power Assist bicycles then graduated to Zero Motorcycles, customized for a new rider.

Key Highlights From Discover The Ride Across the four stops on the IMS tour thus far (Long Beach, New York, Dallas and Cleveland), 3,428 consumers have participated in Discover The Ride, 26% of which were nonriders. A full 81% of these “non-riders” are now planning to start motorcycling, with nearly 450 consumers planning to learn within a year.

Of non-rider participants, 50% have been women, reinforcing the growing interest the industry and IMS alike have seen from the female demographic over the years.

The interactive nature of Discover The Ride is attractive to the younger generation as well — 62% of non-riders participating are under the age of 35.

Looks like a rising tide is still floating people’s boats! IMS engaging non-riders via the NewTo2 videos. To view all the NewTo2 video content, click here: https://newto2.com/

Photos by Manny Pandya

About Progressive International Motorcycle Shows The Progressive International Motorcycle Shows offer enthusiasts an all-access pass to the world of motorcycling.

Launched in 1982, the tour showcases hundreds of the latest street bikes, dirt bikes, cruisers, scooters and ATVs for new and experienced riders, and gives enthusiasts of all ages the opportunity to check out the latest gear and aftermarket accessories, as well as hours of entertainment. The Progressive® International Motorcycle Shows® is organized by UBM, which in June 2018 combined with Informa PLC to become a leading B2B information services group and the largest B2B Events organizer in the world.

JANUARY 2019

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By Alisa Clickenger

MARKETING MAVENS

Tips To Making It Happen In Your Store

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his month I had the privilege of interviewing Audrey Menarik of Moto Liberty in Dallas, Texas. Her passion for event marketing and the positive results she’s generated at her store inspired me to dig deeper into the world of events to see if we could make it easier for dealers who don’t have any idea how to get started to create their own events. I reached out to two other event marketing mavens, Tigra Tsujikawa, a powersports marketing consultant/professional enthusiast and Moira Zinn of Powertrip Industries, for suggestions.

The first step in planning a great event is to figure out what the goal of the event and who your audience is. (Hint: It’s always best to have your core audience at the center of your planning). Next, figure out the nuts and bolts of your event and what, specifically, you’ll need to pull it off in terms of space, staff, and supplies. Then take a look at the timing of your event because that dictates the timing of your marketing, yet it’s a background item that many event planners forget about.

“Marketing isn’t just a sign on your door, it’s really the hook for engagement,” explains Tsujikawa. “Be consistent with your messaging, so make sure your customer emails, your website, your social media, and your flyers all has the same event information. The messaging has to be cohesive.

It has to form a chain that has consistent information in all channels. Then be sure to give people a way to sign up through all the touch points.”

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Tsujikawa also says to make sure that people who do come to the event walk away with something. It shouldn’t just be a do-rag, either. Have a specific call to action like a special offer to try the service department in your dealership, road test a new model or an invitation to the next event. Bottom line: Don’t let them walk away from the event without a reason to come back!

Zinn, whose company provides production and staffing for marketing events, spoke specifically about open house events. Choose to make it a party so it’s an inviting atmosphere where people have a good time. Parties always mean offering food, but keep it simple and avoid items that are sticky or drippy, like ice cream, which you’ll be wiping off the bikes long after the event.

“Remind your staff that it’s about catering to everyone, and make it a safe place to spend money,” says Zinn. “I know that sounds strange, but there are times when people who have never been part of the motorcycling community come in with a friend because it’s a party, and then they kind of get turned off because they didn’t get attention in some way as a buyer.”

This message needs to be imparted to the entire staff.

“Everyone at the dealership is in essence acting as a host for the party, so whether they’re at the counter greeting people or taking money for accessories or if they’re working in service, everyone there is hosting the party.”

The more you get the word spread, the more likely you are to have people show up at your event. “If you have a raffle or a giveaway, that is an enticement for people, whether it’s a helmet, or tools, or a certificate for money toward a larger purchase,” Zinn adds. “Have them share something on social media in order to be entered into a drawing the day of the event. And then of course, have them need to be present to win.”

Events need to be a party, they need to create a sense of community… and they need to provide a compelling reason for the customers to come back to your store.

“It all becomes enticement for them to be present, so it’s seemingly more of the carrot, and then it also gets your dealership in front of their friends who may be people that you otherwise haven’t engaged with,” concludes Zinn.

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of the sport and trying to kindle awareness for future competitors is a worthy goal. While it may have been smaller than some of the past Reunions, it was still a great event and everyone shared fond memories.

Our host for the weekend was Moto Armory, which is an amazing collection of motorcycles located in East Moline, Illinois. Moto Armory is not open to the public, so when I learned I could get a tour of the collection as part of the Reunion, I made the drive. Well worth it! Hundreds of bikes on display and hundreds more in the back awaiting restoration.

Located in a nondescript industrial park building the size of a grocery store, it has two stories of bikes on display. Cool bikes, too! Bikes that I like, very few streetbikes, mostly dirtbikes and dirtbikes are the coolest… especially race bikes.

The Barber Museum in Alabama has a nicer building, but Moto Armory has a better collection for my tastes. They have Jeff Fredette’s Kawasaki, the one that gave up in Chile ending his 34th ISDE! The note on the handlebars said not to wash or touch anything on the bike in order to preserve the patina.

Jeff was with us over the weekend too, so he was able to explain the extraordinary journey that bike has made, where its claim to fame is failure, in person.

LAST OF THE MOHICANS? Leroy Winters International Six Days Reunion

By Charlie Williams

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he Leroy Winters International Six Days Reunion/ Ride was held in East Moline, Illinois, last October.

Combining epic bench racing with an opportunity to see some iconic enduro bikes, it’s an event I’ve visited many times over the years, so I’m sad to report its shrinking.

Unfortunately, the generation who inspired this gathering are passing away or unable to travel any more, let alone participate in the ride. Sad fact of life. The old ISDT/ISDE legends are becoming the last of the moto Mohicans. It also got me thinking about the contraction of the motorcycle industry as well.

First things first. The International Six Days Trial (ISDT) was first run in 1913 in England, but most diehards think the ISDTs of the 1950s-1970s as the “real” Six Days. Think Steve McQueen and Bud Ekins or Malcolm Smith racing in El Escorial, Spain in On Any Sunday. Recognizing the pioneers

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Rachel Gutish, her Dad Andy and Charlie Williams

Mixed in with the Six Days machines were Gerrit Wolsink’s 79 Works Suzuki, Chad Reed’s privateer Husky from 2018, a dozen old Maicos, Ossas, Bultacos and even an ultra sexy PINK 1996 TM 250, my personal holy grail of bikes. Brands I’ve never seen or heard of. Great collection, go there if possible.

Okay, back to the bad news about our event and why it’s shrinking. Well, in the beginning it was Leroy Winters’ idea to get some of his generation together for a bench racing session. “Well yeah, bring bikes, we’ll all do a loop.” It turned out to be a good time and for the next few years things ran like this. At some point American Historic Racing Motorcycle Association (AHRMA ) got involved and that’s all good, we all love AHRMA. But AHRMA’s mission statement and Leroy Winters’ vision are different. That’s cool too, it’s still a couple days of camaraderie riding.

But as it is AHRMA’s nature to create rules and regulations, they eventually squeezed every bit of fun out of it.

I understand they want to recreate events of old, but man, those old events were hard and since we are all here for fun, couldn’t we pick and choose which rules are important?

It was a very painful event, from the minute I pulled in the gate until I got to the end of the sign-up table this event hurt.

I think this may have been the second most expensive race I’ve ever entered second only to the actual ISDE. AHRMA WTF? I think the easiest way to explain is you don’t let the Accounting Department plan the Christmas party, you get the Art Department to plan the party. Sure, Accounting has to sign off on it, but you’ll have a better party.

About a mile into the trail I burst out laughing. The trail was tough, narrow, faint, vague and very technical. Steep, steep descents into pinpoint landings, side hill with punishing

consequences for any mistakes. As a fairly competent rider on a modern bike I was having a ball, if I was a fair level rider on a 1968 Bultaco Lobito, not so much… the trail would have been too hard. This made me laugh, AHRMA really screwed it’s faithful few, just compare the number of starters to finishers.

Beyond fun, my mission was to connect this event to Dealernews so I could get paid. I tried to formulate a question to ask dealers, but most of the guys are now exdealers. I started with why did you decide to close? The common answer was age and floor-plans. Okay 2008 hit a Continued on page 62

JANUARY 2019

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Continued from page 61

lot of us really hard and dealers were left making monthly payments on bikes they could not sell. Lousy question and it just made everyone grumpy. So, I came up with another question for this group: Does sport lead industry or is industry leading sport? This stopped the windshield philosophers.

Andy Gutish once drove his daughter Rachel 4.5 hours to a race that lasted 14 minutes. Another time he drove from Indiana to Las Vegas, immediately following the race in Vegas, they loaded up and headed to Louisiana for a race the next morning. Rachel added, “Dad was driving and yelling at the radio, which isn’t all that uncommon, but this time the radio wasn’t even on!”

My example of sport leading industry is that stupid rule about Enduro bikes needing working headlights… Jesus, what a pain, but in the beginning it was “sport” demanding

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better lighting. A field we have not conquered in 70 years.

Sound test? Same thing, sport demanding better products from industry. Yet that smug little sales rep comes in every week telling you what to buy. That’s industry leading sport.

Kind of the chicken and the egg story.

Andy Gutish walked in concentric circles in the parking lot, mainly because he broke his leg and it’s shorter now.

“I need more windshield time to answer this one.”

So, who leads your world? Your sport or your industry? If you didn’t like the ending to Ole Yeller, you ain’t going to like what I say next, just turn the page now. Cover your ears, there’s going to be some yelling at the radio:

Who invented “floor-planning” and why are dealers still slaves to the system?

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Personnel Files

By Alex Baylon

The Search Never Ends…

So What Is Your Plan B? You know all about high turnover rate and how difficult it can be at times to find and hire new employees. As an employer, you also know it can take months to get through the entire hiring process. There’s the advertisement you need to post, followed by a ton of time spent sorting through applications and resumes.

After carefully reading each resume and analyzing the applicants’ experience, education and trying to determine from that information how well of a fit the person may or may not be. You may go through a few dozen resumes (or more) and pick the best ten… then narrow things down from there… and on and on.

After all that, maybe you end up hiring the perfect employee who will never, ever, leave. But sometimes that new hire ends up being nothing more than a flash in the pan. They start work, they do their job, but for some reason or another, they end up leaving. Or they aren’t as good of a fit as you envisioned. As an employer, you suddenly have the opportunity to start the entire process over. Cue the advertisement, the resume reviews, the analyzing, the seemingly endless interviews… and on and on it goes.

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Plan B This process can go on and on for years. Unfortunately, for some employers, it does exactly that. So the question becomes, how to reduce the time it takes to hire someone?

It’s actually the age-old question that employers have been asking themselves. I can’t help you read through resumes and evaluate each one, but I can help you make a “Plan B” that will facilitate future hires and make that time spent with the initial resume review something more than a oneshot deal.

It’s simple. Be proactive in looking for employees. Plan ahead. And most importantly, make that time spent reading resumes count. Four steps for creating your own Plan B:

When reviewing resumes or applications, review the applicants for current openings but also consider how that person could fit in the future. Maybe there’s a technician who specializes in something you don’t need right now… but you never know when you will. So save that resume.

Maybe even go so far as to contact that potential employee and tell them you don’t have a spot now, but you may in the future. Ask if you can stay in contact.

Save ALL the good resumes, but also save those you receive from potential applicants who perhaps don’t have all the experience you desire, but are actively working on obtaining that experience. You never know when you may want to hire someone in a more “trainee” position. Sometimes it’s better to hire someone with less experience that you know will be a good fit and has a terrific work ethic. As you know, some things you can’t teach… look for those qualities and hold onto those resumes in case your plans change.

Post on a job board even when you don’t need anyone. This is an excellent way to make contacts, to determine the state of the job market, and you may suddenly realize you DO need someone.

Get on LinkedIn and connect with anyone and everyone.

Don’t focus just on people who are in the motorcycle business. You never know when someone you connect with can help build bridges, help with human resource tasks, IT or help spread the word when you DO need someone.

The Take Away Think outside the box. Doing things the way you’ve always done them just doesn’t work anymore. In order to find and hire new employees you need to be able to utilize the resources you have at your fingertips. To do that, you need to realize that every resume you have can lead to new options.

Review saved resumes periodically since you never know when something new will catch your eye. Don’t automatically assume that under-qualified applicants can’t be of use. Make opportunities where there don’t seem like any. Consider all your options and hire trainees and apprentices. Don’t discount people willing to relocate, they may be just trying to get back to their home town. Don’t be afraid to take risks. Join job boards. Connect with other people and listen to your employees.

Perhaps most importantly, keep the faith. Understand that while things in the industry are changing, you still need to be able to find and retain good employees. That means employers are going to have to change the way they do things. You can look at this as daunting or you can look at it as a way to expand your horizons and always be on the lookout for employees.

By having a Plan B, you’ll always be ready when the fairy tale ends and you find yourself looking for new employees.

MIJ Industry #PROfiles

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

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

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.

JANUARY 2019 65

Northern Exposure

By Marq C. Smith

Failure To Communicate

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everal years ago, I belonged to a group consisting of business owners from varied types of enterprises. Kind of a 20 Group, but including many kinds of businesses, not just powersports dealers. One of our workshops was on the 6 Sigma process, which is a type of business analysis created to help businesses become more efficient.

One of the things I took away from that was looking at the problems we had from the point of view of the end of the process. In other words; looking at the final outcome (usually an unhappy customer) and finding out what the events were that created the outcome. For example, a customer shows up, and the bike he was promised was not ready to be picked up… and the bill was going to be larger than was first indicated!

Other examples from the dealership:

° A customer expected his parts on Thursday, only to find out that the part will not arrive until the following Tuesday, and after the weekend during which he was to go away for a ride.

° A customer left a message on our voice mail system, but nobody called back.

° The parts came in, but no-one called to inform the customer.

° A unit price was quoted, but the PDI, Freight and Build costs were not included in the quote.

In almost every case, the problem boiled down to, somewhere, a lack of communication. The conclusion became clear in each example when 6 Sigma was applied.

The bike was supposed to be ready, but there was a snag, it took longer to repair, and more parts were required. The problem was that no-one in service called the customer to tell him. That phone call was missed, causing the cascading failure.

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In the case of the client who wanted the part to come in on Thursday, it turns out the parts guy just wanted the sale, and was shy about telling the customer that Thursday delivery was probably not going to happen.

In the case of the misquoted price, turns out the salesman involved was looking to get the customer in the door, so he didn’t tell the customer that there would be any charges over and above the price of the unit.

The message that was left on the voice mail was a bit terse, so the service writer put it off, and then forgot about it...

What each of these examples showed me was that there was a certain lack of organization in our processes. Employees were not following their training, or were overworked, or maybe just lazy.

What we did in our store was look at every step of every process in every department. We found several gaps in the processes, which we immediately attempted to bridge.

Sometimes it was as simple as adding another “IN” basket that could be used by the employees so they would know what the next step would be.

Don’t assume that the other parts person or service writer was doing a particular task. Find out if it was indeed done.

Better yet, assign people to be responsible for each task than needs doing… in writing!

Employees were encouraged to tell their customers the truth in every case, even if it wasn’t what the customer wanted to hear.

And one other thing was the putting off of tasks. The most efficient way to handle something is to handle it now. Not later, not in a minute or an hour or after a break, but NOW. This was something I was guilty of as well.

All in all, we learned a lot about our processes; what worked and what wasn’t working.

I encourage everyone to do this analysis. Get the staff together over pizza. Write down the problems that have happened in the past. Go backwards, and find out what happened. Then determine what happened to create that circumstance.

Then find out what went wrong before that to create the problem. And so on.

In our case, every problem seemed to result from some sort of communication problem. What’s yours? Let me know!

Marq C. Smith has been involved in motorcycles since he was 17 years old. He worked for Canadian HarleyDavidson importer Trev Deeley as well as being the dealer principal for his dealership Western Powersports (not to be confused with the American Distributor Western Power Sports) for 21 years. He currently works at Holeshot Motorsports, in Langley, British Columbia, Canada. He taught rider safety courses for 10 years, and still is involved in making sure new riders get proper training. When he is not working in a dealership, he tours all over North America by motorcycle. He does plenty of dirtbiking and ATV riding as well. Famous Last Words: “I know you believe you understand what you think I said, but I’m not sure you realize that what you heard is not what I meant.”

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BURY THE CAT SLOWLY!

By William Douglas Little

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hat does a dead cat have to do with running a motorcycle store? Plenty! Bear with me here, but there really is a method to the madness of this convoluted tale of the deceased feline and running your dealership.

Kahuna was a stray farm cat that found my first wife and I about two decades ago. I still remember the day she pointed him out to me; the cat was on the edge of the yard near a small shed and peeking out from the corner, watching us like an evil stalker. He was average looking – short hair and solid black, which made me think of a witch’s cat – but aside from his offering nothing special in the looks department, my wife fell immediately in love with him, and it was suddenly my job to feed him. No surprises there.

One morning, my wife had left for her usual routine of dropping the kids at school and then heading to the office.

I was guiltily enjoying a late start on the day, sipping coffee in front of the morning newscast and eyeing my watch for the last possible moment to head to the dealership, when my wife came bursting back through the door. She had returned home to inform me that Kahuna had gotten himself struck by a car during the night.

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So, it was now my duty to go scrape his lifeless body from the road and provide him with a proper burial while the kids were at school. They could pay their last respects that afternoon, but with the mid-summer heat, that cat was not going to seem so fresh by the end of the day. How can you argue with logic like that? After all, there are certain things that us men have to do.

Now extremely short on time, I put a couple of shovels into the bed of our utility vehicle and set off to perform my responsibilities like a good husband/father. With the speed of a NASCAR pit crew, I scraped the cat’s stiffening corpse from the blacktop, rushed him off into the woods and frantically dug an acceptable (albeit a bit shallow) hole, cussing tree roots and rocks throughout my mission. An hour later I emerged from the woods at the edge of our yard – drenched in sweat and covered with burrs and ticks – the cat neatly buried, complete with a headstone and a nice bouquet of wild daisies. That job complete, I ran into the house and readied myself for the office with a million now-tardy projects swirling through my mind.

Later that afternoon I was in my office with the air conditioning cranked to its coolest setting, (still recuperating from the morning’s undertaking), when my cell phone screamed to life. Great, what else had died? On the other end, my wife was excitedly yelling something that I couldn’t make out through her shrieking and a bad connection.

“Wait a minute… I can’t understand you. What?” I asked.

“I said, I’m sorry for wasting your time this morning!” she replied. At this point I couldn’t tell if she was excited or upset, thinking that perhaps the kids had taken Kahuna’s passing badly.

“What’s wrong… what do you mean?”

“Kahuna is on the front porch!” she yelled.

My first thought was that my dog had dug him up and proudly displayed him for the family to see. My heart sank, the vision of my kids arriving home to a gruesome, dirt-covered, furry stiff at the doorstep. I knew I should have dug that hole deeper.

“Wha… huh?” (I’m so good with words in these situations).

“He’s ALIVE! Kahuna is ALIVE! He’s sitting on the porch right now!”

“Then who did I plant in the back yard?”

“How should I know? It wasn’t Kahuna!”

“Are you sure? Did you check the grave? I think Stephen King wrote a book like that once…”

Abrupt ending or not, that is pretty much the close of this particular story, though there is an important life lesson to be learned from my having gone through it.

Have you ever been in a hurry to get somewhere, driving like mad, only to realize that you’d missed a turn 20-miles earlier and you’re now in the wrong town?

Have you ever gotten halfway through a phone conversation only to realize that the person on the other end is not who you thought they were? Ever go to the grocery store and return home to realize that you forgot one of the main items that caused you to go in the first place? Ever bury the wrong cat?

Many of us tend to spend our lives getting heated-up in the moment, looking so deeply toward the reaching of a specific goal, (bury the cat), that sometimes, it’s easy to miss the details that make reaching that goal worthwhile (check to see if it’s your cat).

I’ve come down hard on my employees from time to time, often asking myself (and them) how something so simple as double-checking a VIN number or verifying an address can be so difficult? I’ve rolled my eyes, slapped my palm to my forehead and screamed out “DUH!” until I was blue in the face, but the fact is, people make mistakes when they become too focused on the eventual goal and lose sight of the road leading there.

Had I slowed down that morning and actually looked at the cat that I was shoveling from the road, I might have realized that it had gray tips on the end of its fur all down its underside, (this I remember clearly now… but it clearly didn’t register at the time). Kahuna, as I mentioned, is solid black. In hindsight, it is also possible that the corpse was wearing a blue collar. In my haste I didn’t happen to think that our cat doesn’t even have a collar.

An important thing to remember in everyday life, is that the goal is the end result of the work that it takes to get there. If you want to be the top salesperson in your company, great… but did all of your customers receive the proper amount of attention during the sales process?

You want to look good to your boss by completing a project before the deadline, but did you take the time to actually look over the finished project? You want the billed hours to be high on the monthly sales report, but did you remember to submit the invoices for payment? You want the cat buried so that you can get on with your day, but did you make sure it was even your cat?

The lesson here is to simply slow down and pay attention. Having big, long-term goals in life is good, so long as you also have a corresponding list of smaller, short-term goals that lead to the end result. Look at the details of each job that you take on and complete all of the necessary steps along the way… look at the color of the fur, for Pete’s sake! Measure twice, cut once… and in hindsight, bury the cat slowly.

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

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Your store is a “brand” which offers other “brands” inside. Make sure your customers see a uniform message everywhere they search.

Confessions Of A Customer®

By Eric Anderson

OMNICHANNEL Putting Yourself On Your Customers’ Shopping List

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ou may have heard of the term “omnichannel” before.

It is the future of retailing and you need to embrace the concept now! Elsewhere in this issue, Dr. Paul Leinberger discusses the paradigm shift to the dealership of the future based on the Omnichannel. So, what does that mean to you?

Progressive retailers used to have multi-channel website and special events departments “separate” from their brick and mortar business—you likely still do. These were simply “add-ons’’ to the “old store” which remained the anchor to the entire business. However, with the omnichannel strategy, you should no longer think of them as separate entities, at least not from your customers’ points of view.

There is a massive movement by major retail chains towards a merging of web, mobile and brick/mortar shopping experiences into the omnichannel approach to retail. These merged functions operate at retail as one streamlined business unit to fuse the physical and digital customer experiences together more seamlessly. Retailers must reconfigure their dealerships to survive in the future — creating new synergizing roles, expanding distribution channels and rethinking inventory control in order to work across online and offline experiences.

You may choose to separate the online and offline into separate revenue streams on your monthly P&L, but not from a marketing and customer POV. Instead, focus on streamlining and merging it all for your customer’s benefit.

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Put yourself in your customers’ shoes and on their lists.

Have you seen recent WalMart TV ads featuring famous Hollywood cars touting their Grocery Pickup? https://adage.com/article/cmo-strategy/walmartenlists-classic-movie-cars-tout-grocery-pickup/316137/

Now, I have to try it because it’s new!! This function streamlines online shopping with physical pickup at WalMart store locations. Starbucks, Chipotle and Panera all do it with their apps as well making it easy for customers to shop on their mobile device or computer, then swing by to pick up the goods. And it’s not just for fast food — Carvana allows you to shop, finance and buy online to have the car delivered to your house (through a state-licensed dealer, of course) or from one of their massive car vending machines. New units, used units, parts and accessory sales can all benefit from going omnichannel in your store. I suppose you could even pre-sell service programs and tune-ups on your website next to where customers book their maintenance appointments.

Home Depot was named “Omnichannel Retailer of the Year” in 2017 with numerous online purchase fulfillment options and a mobile app that guides store shoppers with a 3D map. Shoe manufacturers like DSW and Ugg lead this charge toward omnichannel retail in order to protect their brand reputation when it comes to selection, customer service and returns. Watch for other powersports OEMs and aftermarket manufacturers to begin doing the same. The seamless shopping and purchasing experience build loyalty for the product brand as well as their selected retailers. Do you see how customers are now becoming more and more accustomed to this “seamlessness” between online and offline in retail shopping? Soon, customers will be placing this level of expectation on their powersports shopping experience.

According to Total Retail (www.mytotalretail.com) the research in customer shopping trends show the following: 1. The proliferation of buying online, then picking up at in- store programs.

2. Retailers focused on increasing customer loyalty.

3. Product returns are a pain for retailers.

The first two points are natural because they make the shopping and acquisition processes more convenient and seamless. Even Amazon is envious of brick and mortar stores, as odd as that sounds, and wants to open 3,000 of them by 2021: https://www.cnbc.com/2018/09/19/amazon-isreportedly-planning-up-to-3000-cashierless-storesby-2021.html

The third point is also obvious, but would be minimized since your website would be the one from which they are shopping, buying… and your store from which they are picking up. The major retailers have one website and 400+ stores across America. You likely have one website and one store location (or thereabouts). So, the question becomes “How does your website encourage shopping and buying over and above the Amazons and e-comm giants of the world?

Answer: SEO, “repeat customer” incentives and real human beings.

1. SEO: People in your area may not even know you exist… or that you offer online shopping on your website. If you offer shopping carts, do your customers know they have a choice? So how strong is your local “brand” relevant in the area online? Purchased any Google keywords lately?

2. Repeat Customer Incentives: Except for “Prime,” Amazon doesn’t give immediately redeemable coupons for frequent purchasing, but you could. Nobody likes the word “discount” but isn’t an earned points system like airline miles way better? It encourages repeat visits and (soon) parts and accessories pick-ups. Example: I am a platinum customer — what are you?

3. Real humans which most e-commerce players don’t offer: Many younger generations shirk retail environments populated by (high pressure) salespeople—that’s why they shop on a phone or computer. Younger generations are not as used to human interaction since they were raised in a more digital world. But with a technically inspired product like what you sell, there are going to be a lot of questions and suggestions which need to be answered locally.

Do you know that several DMS providers offer a website “coupon tool” for dealers to put on your website—have you done it yet? Do your customers know about it yet? Is

there an incentive to continuously check your website for good deals, coupons and incentives? How about offering a coupon with every online order placed over $100 that is picked up “in-store?” Would you be willing to deliver a $100+ parts order to a waiting car or motorcycle in your parking lot? I want to hear from the first small (non e-commerce, franchised or non-franchised) dealer that delivers an online pre-ordered part or accessory which is picked up in-store.

Done it already? Tell us about it at editor@dealernews.com You might ask why these same people wouldn’t simply rather have product X shipped directly to their doormat from a larger e-comm player. Because if that happens, they won’t have the convenience of your trained staff’s insight or orientation. Powersports products — vehicles or aftermarket -- are inherently “technical” like smart phones —that’s why Verizon and AT&T need brick and mortar stores with trained staff to sell and support smartphones.

Your website and store hopefully emphasize “easy returns,” “tech experts” and “prompt on-site exchanges” compared to what can become “hit or miss” online shopping experiences.

Powersports dealers also have the protection of being a state-licensed motor vehicle dealer, unlike a bicycle dealer.

You control the delivery of a new unit by law, but can you improve the search, shopping and acquisition experiences more seamlessly? Can you do the same for aftermarket and service experiences too?

The beauty of the store pick up is an opportunity to “addon” or “upgrade” the uninformed online purchase. Note that more and more customers are realizing their online purchasing ignorance and wish to avoid cumbersome returns and refunds. So, make it easier to shop local digitally… on your global-class website, then pick it up later that day or week.

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GOVERNMENT RELATIONS MIC Leaders Meet with Agriculture Secretary Perdue to Talk Trail Access, Partnerships, Shutdown Motorcycle industry representatives and outdoor recreation leaders met with Agriculture Secretary Sonny Perdue and Under Secretary for Natural Resources and the Environment Jim Hubbard, along with other officials, to emphasize a need for better recreation permitting processes and expanded partnerships to improve access to lands managed by the U.S. Forest Service.

“National forests are at the heart of recreation for Americans, and we made clear to Secretary Perdue that access to trails for motorized vehicles, addressing the maintenance backlog and investing in ways to expand and enhance recreation infrastructure are key to helping rural economies and the recreation economy thrive,” said Paul Vitrano, Motorcycle Industry Council board chairman and senior assistant general counsel at Polaris Industries. Read More Read more

COMMUNICATIONS Digital Trends Reviews New Tuning App for Dirt Bikes The Motorcycles.org team hosted writer Mitchell Nicholson at AIMExpo presented by Nationwide, resulting in a tech story posted yesterday about Yamaha’s new app that lets owners tune their dirt bikes with a smartphone.

One more example of how Motorcycles.org, the industry’s media outreach program, produces mainstream media coverage for the powersports business in places where you don’t expect to see it. And another example of how AIMExpo provides a variety of media opportunities far beyond powersports-only publications. Analytics firm SimilarWeb claims the Digital Trends website gets more than 40 million visits every month.

Click here to read the story.

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Preserve Protect, Promote You take care of business.

We take care of the business environment.

Strong, effective representation in Washington, D.C. and state capitals • Vigorous media outreach • Industry statistics source Sales data • Educational symposiums and networking opportunities Join MIC’s 650 member companies and strengthen the industry.

Visit the MIC Business Center on the AIMExpo show floor at Booth #141 to learn how your company will benefit from membership, including how to get $200 or more off your 2019 AIMExpo Booth.

mic.org

process. Still, the ability to cover more ground on the new bike from Beta will certainly facilitate field work.

“It’s an honor to have the support of Beta USA in 2019,” according to Amador. “I look forward to riding the 300 X Trainer to review singletrack trail motorcycle and other OHV opportunities on public lands. What a great way to kick-off a single-track trail revival for current and future generations of off-road motorcycle enthusiasts.”

Get more of Quiet Warrior Racing’s Mission directives here: http://www.quietwarriorracing.com/

BETA USA COMMITTED TO SUSTAINABLE OFF-ROAD RECREATION Supporting Sound Trails Initiative, Again

by Don Amador For the 2nd consecutive year, Beta USA is partnering with Quiet Warrior Racing (QWR) and its Sound Trails Initiative (STI). The common goal is to support environmentally responsible off-road recreational opportunities on public lands. Quiet Warrior Racing promotes a responsible trail and road ethic for both non-street legal and street legal motorized vehicles by offering quality recreation-oriented services or the benefit of our customers, stakeholders and the public good.

STI is specifically focused on federal land OHV travel management planning efforts to enhance existing off-road motorcycle trail networks or to designate additional motorized roads, trails and areas. The STI also includes trail stewardship projects, trail-ethic education and ongoing efforts to streamline the recreation event permit process. Critical to this process is the ability to traverse trail networks and

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explore alternative routes, which make a motorcycle mission critical.

“I am proud of our support for QWR’s efforts to champion responsible offroad motorcycle use on designated trails,” says Tim Pilg, President, Beta USA. “Keeping trails open for both casual riding and competition is a fulltime job! We are glad to have Don on our trail access team.”

Access is the key! “Many popular and historic travel routes were closed by recent federal agency planning efforts,” explains Amador. “This impacts everybody who depends on roads and trails to access public lands. QWR will represent supporters, sponsors, and partners by doing site reviews on the new Beta.

But it isn’t all single-track riding and Amador will be riding a conference room chair attending stakeholder group meetings and providing “robust” participation in the administrative

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 19942000. 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. He may be reached via email at: damador@quietwarriorracing.com

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UTV MARKET UPDATE: Racing’s Impact On Your Bottom Line

How To Get Your Fair Share Of T he Competition Market

By Scot Harden

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mproving economic news is trickling in from around the country. New unit sales seem to be improving and many dealers are feeling a renewed sense of optimism and confidence about what 2019 has in store… provided we get a break from the government and the weather. One segment that continues to shine for many dealers is UTV sales. While this news isn’t particularly earth shattering it is rather interesting to hear that when questioned about their primary business focus, most dealers still respond, “I’m a motorcycle dealer.” Kudos for carrying the torch for the two-wheeled industry, but a deeper dive will quickly demonstrate just what a huge impact UTVs have had on the bottom line of most powersports dealers during the past five years.

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By definition UTVs are “utility” vehicles and in truth the majority of sales still lie in the recreational, agricultural, commercial and special use categories. But racing applications and pure sport machines are the fastest growing niche within the UTV market. From short course racing to long distance off-road racing, UTVs have grown from a sideshow to center stage in many racing series across the country. From WORCS and Lucas Oils Short Course Racing to SCORE and Best In The Desert, UTV class entries have increased significantly in each of the past five years. In many cases, they are now the largest classes at these national level events. So, what’s behind all this and who is driving this surge in participation? More importantly, how can you capitalize on it? Let’s take a look under the hood at one series and see.

Best In The Desert is the largest off-road desert racing series in North America. They offer classes for cars, trucks, motorcycles, quads and UTVs. Their specialty is long distance off-road races held in the United States. The Parker 425, Silver State 300 and Laughlin Desert Classic are just a few of their events as well as the longest point-to-point race in America — Vegas to Reno. More than 500 miles in length and run over the course of a single day, Vegas to Reno is one of the largest, toughest and most prestigious races in all of off-road racing. BITD has experienced phenomenal growth over the past two years, driven largely by the UTV segment.

Some BITD events like the UTV World Championships draw nearly 375 UTV entries. More commonly they draw between 120 and 150 entries per event at races like the Mint 400, Parker 250 and Vegas to Reno. By way of comparison, a field of 20 entries would be considered huge in many of the other classes.

But it wasn’t always the case! BITD held its first race for UTVs at the 2005 Vegas to Reno event. At the request of Cory Sappington, Desert Toys Owner and UTV enthusiast, series owner/founder Casey Folks agreed to create a special UTV Exhibition class and for safety concerns started the single entry at the back of the field. Current BITD Race Operations Manager, Donald Jackson, remembers the day well, “Honestly at the time the vehicles were little more than glorified golf carts. We really had our doubts, but Cory was so passionate about it we gave it a try.”

After nearly 10 hours and only 200 miles in, the UTV broke its drive belt and required a tow out. “When our retrieval team reached the vehicle and towed it down a graded access road to the highway in a bone stock Ford Ranger, the UTV driver commented, “That was the fastest we have gone all day!” It would take another 3 years for the first Polaris UTV to cross the finish line at the Vegas to Reno event. Fast forward 13 years, as the manufacturers have delivered better and better production equipment, the UTVs are now finishing in the top 40 vehicles overall against million-dollar Trick Trucks.”

So, what’s the attraction? Why have so many gravitated to this form of racing? Well first, there is the overwhelming sense of adventure and accomplishment long distance offroad racing provides. Anyone who’s ever set out on a cross-

country trip or back road adventure knows what I’m talking about. And then there’s the team nature of the sport and the involvement of friends and family. For every racer you can count a dozen people behind the scenes supporting the effort. The camaraderie and team atmosphere brings people together in a way no other recreational activity can.

On the equipment side manufacturers like Polaris, Can-Am and Yamaha have done a tremendous job building some very competitive and reliable production equipment more than capable of taking on the demands of this type of racing. As a result, entry-level costs are the lowest of any form of four-wheeled racing. While competitors eventually push the boundaries with performance modifications — thus driving up costs to remain competitive, the series organizers have done a great job within the rules and class structures making sure entry level production classes exist for those just starting out.

Continued on page 78

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If this doesn’t have you thinking about how to get your share of this business, then maybe this fact will: Most of these UTV racers are new to powersports and motorized recreation in general. They rely heavily on their local dealer and the aftermarket for basic service and support. And for those who still self-identify as “motorcycle” dealers, these customers bring their vehicle in for a new set of tires when they get a flat and it isn’t two but four tires they are looking to replace.

They would much rather have their local dealer provide this service. And by the way, these folks really burn through parts. In fact, over the course of a single race weekend, they can put more wear and tear on their vehicle than most motorcycle customers do in a year. Typically, a fresh set of tires, a suspension rebuild, new belt and full engine tuneup are required before every race.

Continued from page 77

“We’ve been paying close attention to what is going on at our races and as rules and class structures have evolved we’ve tried to stay in front of the curve,” says BITD’s Jackson. “We recently created the Rally class to insure true production class racing remains an option and to keep costs to a minimum. Furthermore, we are seeing a trend that parents who have UTVs are buying UTVs for their kids.

At several of our events, we have added youth races where we have seen racers as young as 5 years old.”

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Last but certainly not least is the wide demographic represented in this group. BITD has racers of all ages, ethnic backgrounds, sex and economic profiles participating. It’s not uncommon to find an all girl team participating alongside fathers and sons, fathers and daughters, husbands and wives, very young to very old. Most important of all, BITD draws quite a significant number of the “M” group to its fold. Yes, Millennials are a big part of the equation!

According to BITD’s Donald Jackson, “I never know who I’m going to meet at the finish line. When that driver takes off his/her helmet it could be anyone from Robby Gordon and his son, Max to Sierra Romo and her father Randy to Brett Comiskey all the way from Rock Hampton, Queensland, Australia. UTV racing really cuts across all barriers in terms of participation and it’s the best thing I’ve seen in outdoor recreation in a long time.”

So, what does this future hold? Is this just a bubble that will burst anytime soon? The short answer is “No!” In fact, many believe we are just at the beginning. The quality and performance built in the production machines rolling off the assembly lines at Polaris, Can-Am and Yamaha are

revolutionizing outdoor recreation… and Honda has just released the Talon! More and more people see a pathway forward to getting involved in off-road racing and doing so at a competitive level without mortgaging the house or spending their child’s college fund. What was once the domain of the super rich is now open to the average Joe. “I see a sport still in its growing stages and the UTV community is a driving force in developing the future vehicles that will eventually compete for overall victory,” notes BITD’s Jackson.

UTV racing is taking place all across the country. No doubt there is a racing series of some sort in your local market. Now is the time to make sure your dealership has a presence in this form of racing, a connection to what is going on at the grassroots and is getting your share of the business. This is a huge opportunity to expand your customer base, engage a passionate and enthusiastic clientele and have some fun in the process.

The following links can get you connected to some of the key national series. If you look around, you’ll find plenty of local racing in your backyard. UTV racing is here to stay.

Time to make sure you are getting your fair share of the business!

WORCS Racing: www.worcsracing.com Lucas Oil Racing: www.lucasoiloffroad.com SCORE: www.score-international.com

Best In The Desert 3475 C Boulder Highway Las Vegas, NV 89121 (702) 457-5775 bitd@bitd.com www.bitd.com

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

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Off-Road Rubber Round-Up According to the Motorcycle Industry Council’s retail sales reports, dual sport and off-highway motorcycles consistently buck the downward trend in new unit sales. The latest figures show dual sports/ADV bike up 11.3% and dirtbikes up nearly 5% over the previous year. Add in 150,000 new ATVs and times the figure by four for replacement rubber and stocking tires starts adding up for your dealership… and we haven’t even touched upon the estimated 500,000 UTVs entering the market annually.

These numbers are not lost on the manufacturers and distributors. From AIMExpo and GIE+EXPO to the distributor shows in Boise and Forth Worth it was no surprise to see a record number of new tire roll-outs. Between the traditional tire market leaders, house brands, private label tires and brand new companies entering the fray, it is getting so that you can’t tell the players without a score card.

Who woulda thunk Hoosier making a motocross tire (and opting to roll it out at the PRI show rather than AIMExpo)? System3 Off-Road chose the Tucker Show to announce its exclusive distribution deal, Michelin continues to make its mark on the moto market via Western Power Sports alongside strong sales from house brands like Sedona and Shinko.

Having covered all the major spring shows, we rounded up all the off-road tires that really stood out. Stock up now, because as soon as the snow melts plenty of customers looking for a cure to cabin fever will be out playing in the dirt!

Skyler Howes puts the STI Tech 2 PRO DOT tires to the test.

Photo by Harlen Foley

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MOTOZ RALLZ

While you may not win Dakar with them, the new Tractionator RALLZ from MOTOZ will have you and your ADV customers winning with your wallets. Based on the popular Tractionator Adventure series, the RALLZ features a more aggressive tread pattern (80% dirt/70% street), according to U.S. importer Pacific Powersports. To quote the 1980s new wave band Men At Work, these tires come from a land down under. Designed in Australia for dependable performance in a wide variety of conditions without the need to change tire pressure between off-road and onroad. The hybrid combination of natural rubber with a high Silica synthetic compound makes for better wet/winter grip. “We feel the Tractionator RALLZ is the most technically advanced ADV tire available,” says Pacific Powersports’ Brian Cornelius.

MSRP Front $107.99 Rear $206.99 www.pacificpowersports.com

Sedona MX880ST

Seems like WPS has made a name for the Sedona brand as a UTV specialty tire. But when we were in Boise, we were reminded that the MX880ST moto tire was one of the tires that put the brand on the map nearly a decade ago. Featuring an intermediate/soft terrain compound, WPS says the Sedona is ideal for sand and mud. “The MX880ST offers performance without a high price so you can spend more time at the track or on the trail.”

• Open Cross Block supported tread pattern • Side knobs with 8 biting edges offer excellent cornering performance • Rigid 4 ply rated carcass design MSRP $51.95 - $90.95 http://catalogs.wps-inc.com/2018/sedona/

Michelin Anakee Adventure

Already an OEM spec on the 2019 BMW R1250 GS, WPS believes there will be great opportunities for the ADV aftermarket with this one. Billed as an 80/20 on/off-road tire, this is the first dual compound tire Michelin has released in the dual sport/adventure segment. The new silica tread compounds provide tremendous wet grip for added confidence on slippery wet roads, making for confidence on any adventure. “It has tremendous wet grip and offers a new level of stability,” according to the distributor. The optimized profile combined with all-new tread pattern and MICHELIN 2CT compounds are designed to provide precise handling and long-lasting performance.

MSRP $195-$287 http://catalogs.wps-inc.com/2018/tire/

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OBOR

The SEMA show was where the OBOR brand made its global debut. “Starting in the spring of 2019, we are looking to target the U.S. ATV/UTV tire market with a new brand called OBOR,” explains brand manager Brandon Tai. “Standing for ‘Our Belief On the Road’ OBOR literally represents our belief that we have the best tires in the business where the rubber meets the road, so to speak. Our brand is based on increasing performance in every terrain.” Years of R&D has led to tires that are 30% better than the competition across the board, claims Tai. “For our tire performance and quality, we had conducted extensive testing in the U.S. with top racers and experienced riders.” Not only do the tires work well, they have an application for every type of terrain, from the Antelope to the Pinnacle there are 10 uniquely different UTV tire styles alone! “Our two specialty tire manufacturing plants are among the largest in the world,” says Tai. http://obor-tires.com

STI Tech 2 MXC

The big news in Boise for STI was the fact that their Baja tire is now DOT marked.

Thanks to an updated carcass, this 80/20 intermediate terrain tire - delivering exceptional performance and value - is now proven for the road, too. The durability of the Tech 2 MXC is proven in Baja and Rally racing. The tire’s 4-ply carcass yields an ideal balance of durability and handling. The Tech 2 MXC allows riders to cross over into several different riding styles or terrains, meeting the needs of a rapidly expanding dual-sport market. An advanced rubber compound gives the tires their exceptionally low wear rate. The intermediate profile incorporates larger tread volume on the shoulder for enhanced cornering grip and acceleration.

• DOT marked, 4-ply carcass • Semi-wide tread pattern • Intermediate profile incorporates larger tread volume on the shoulder • Advanced rubber compound adds durability MSRP $67 to $88 https://stipowersports.com/product/tech-2-mxc/

Hoosier MX25 & MX30 Motocross Tires

Our own Off-Road Editor Charlie Williams had the holeshot on Hoosier new moto tires when they were soft-launched at the PRI show. He is lined up to test the tire when the polar vortex releases its icy grip, but the rest of the moto world saw the Hoosier name on the sidewall in the starting gate of Anaheim Supercross season kick off when the NBC camera’s focused specifically on it. Until Charlie can give it the acid test, we have to rely on what Hoosier has to say about their foray into the MX tire arena. “The 80/100-21 is optimal as a front tire on a 125cc, 250cc and 450cc Off Road bikes in Supercross, Motocross and GNCC. The 80/10021 has an intermediate tread pattern and 2 compounds for sandy/loam to hard pack conditions. This tire will increase cornering speed and braking. The MX25 compound is for loamy track conditions while the MX30 compound is better suited for hard packed conditions.” Stay tuned!

MSRP Fronts $115 Rears $125 https://shop.hoosiertire.com/index.php/motocross.html

System 3 Off-Road

A treat for Tucker reps in Texas was the announcement that System 3’s innovative tires and wheels are now exclusive to the distributor. “This strategic move allows Tucker to be even more competitive in the growing UTV/ATV tire and wheel market,” says System 3 Off-Road head wrangler Craig Petersen. “For 2019, System 3 offers lower pricing, an aggressive discount structure and direct sales support from its Southern California headquarters, serving dealers, Tucker sales reps and the end users with improved customer service.” The Tucker show saw the new freestanding displays, and no-charge branded promotional items, plus the launch of the 2019 catalog. “System 3 Off-Road is focused on improving traction, strength style and boosting your business.” https://system3offroad.com/

JANUARY 2019

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Wünschisms

By Uncle Paul

My Reality Check Bounced Maintenance: Keeping Aliens From Another Planet Happy

-------------------------------------------------------------------------------Wünchism #72 declares, “Things were going fine’ now they’re back to normal.” So, we’ve got this new Alien From Another Planet spinning wrenches on-line for six months. He’s doing okay for the moment, smiling, whistling while he works… Life is good. What are we going to do to ensure this state of bliss continues?

How do we hang onto this guy? Beats the hell outta me. Uncle Paul’s as confused as the rest of you. Tell ya what, why don’t we do some brainstorming (same as what Uncle Paul calls a “drizzle”) and see what comes of it. We’ll make a game of it. I’ll throw out a buzz word, you think about it, then read Uncle Paul’s take on the subject. Sounds like fun! Speaking of fun, I want you to cut out these pearls of wisdom each month and set them aside in a special folder. About a year from now, you will have a comprehensive operations manifesto for running your service department.

-------------------------------------------------------------------------------What Makes Aliens Happy?

God love ‘em… motorcycle mechanics, a.k.a. Aliens From Another Planet. Uncle Paul is an Alien From Another Planet;

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I be a High Commander. “I knows,” that’s a bit incongruous when it comes to the subject of Aliens. I suppose it’s like saying Uncle Paul understands bow-legged ladies. Been hanging out and fiddlin’ around with both for a number of years, and still don’t seem much further along than when I started (with either group).

Aliens get off on being treated like “real people.” I know that. They respond to praise and goodwill. They seem to have the same needs and desires as most humans. I know all that, too. Might as well just come out and say it: “Uncle Paul thinks motorcycle mechanics are anthropomorphic.”

I also think Aliens can morph into humans after a long period of time spinning wrenches on line. Don’t laugh, this is serious stuff. Teenagers do it. They morph from know-itall babbling idiots to know-it-all blubbering adults, happens all the time. I’m tellin’ ya, I think these guys morph!

Walk back there to the grease pit of goo, a.k.a. your service area. Uncle Paul calls it a “day-care center for adult lookalikes.” If your shop maintains three or more mechanics, one of the three will probably be a High Commander.

Take a look at his tool collection. Look at the snapshots of race bikes. Think about the weekends and days off he’s spent at the race track. He might even have special schooling certificates hanging in his work area. Do you see a commitment here? Do you realize all the time and money he’s devoted to his craft? Good, solid motorcycle mechanics do what they do because they love doing it.

They’re committed and dedicated, I’m tellin’ ya.

Can you say the same thing about your other employees?

What does that salesman bring to the job? A pencil, mouse pad and hangover, most likely. How committed and devoted is he to his craft, to your business, to our industry?

The days when Little Joey could crawl from under a car and “fix” a friend’s motorcycle are over. Our two-wheeled freedom machines are getting more and more complicated, with more and more precision fit and finish. Technology is pushing the design and development of new equipment and new innovations forward at a blistering pace. It’s tough breaking into the field of motorcycle mechanics… and just as difficult keeping up with it. Personally, I think a person choosing to become a professional motorcycle mechanic is very special. I kid them a lot, but I’m not sure owners and managers think much about the respect or appreciation afforded these guys. Might be important to think about this moment.

Fair young maidens? Females? The opposite sex? Sure, Uncle Paul knows all about them. The bride and me have been hitched for 34 years. It took her a couple of months to break me in, and a couple more to break me. Now I have her exactly where she wants me. Figuring out Aliens? Now that’s tough!

Shop Day

Once every four months, one of Love Cycles’ Aliens From Another Planet rotates to “Shop Day.” This is volunteer (without pay) labor and is used for plant maintenance, special training, shop projects, even as a learning tool – anything management needs done around the shop that is non-income producing. That’s the only rule… no

custom work. It can last a full day, or only a few hours – management’s option.

Most always, I’ll have virgins (first-timers pulling Shop Day duty) clean the main service-area floor. Out comes an electric scrubber, mop, water bucket and soap. It’s an all day work marathon. Know what? From then on, that particular Alien will tend to the shop floor like it belonged to a Marine drill instructor. “Better not walk past an oil spill without wiping it up!”

Shop Day is a great way to keep equipment serviced or repaired, too. Drain the compressor, change light bulbs, repair air hoses and electrical cords. Jobs requiring a mechanical touch, a strong back and weak mind – any little janitorial and maintenance jobs that need attending to are all addressed on Shop Day.

Uncle Paul sometimes uses Shop Day to spank a naughty Alien. We’ve got a supplies and paint cabinet at our shop.

One day, I walked by and noticed multi-colored spray-spots all around the cabinet. Seems my merry minions were too lazy to test their paint cans on a piece of cardboard or something. The wall was close, it was handy… squirt! squirt! squirt!

Now understand, Uncle Paul has a real nice place, here.

Fresh paint, wallpaper, fancy lighting… except for the supplies locker wall, which had these drippy, multi-colored, ugly test spots all over it. First I thought about going into my crazed Nazi act. Nawh, that’s more amusing than terrifying.

I thought I knew who the “main” culprit was, but no one is gonna fess up to something like this. So when Shop Day rolled around, I had a chat with the main suspect: Uncle Paul: “Yo! Alien From Another Planet! Today is Shop Day for you, right?”

Alien: “Yassum, masser.”

I glanced at a computer list titled, “Shop Day Projects.” This is a reminder list of Shop Day activities, as well as specific duties or jobs to be performed.

U.P.: “Say here ‘Paint locker wall.’ Let’s go look.”

Alien: “I didn’t do dat, Uncle Paul.”

U.P.: “Hey, no problem. Big Leroy lives in our ceiling, he musta done it. Get a paint sample off the wall, go by Home Depot and pick up a quart of color-matched paint. Purchase a brush and some thinner too. Here’s some money.

Alien: “You want me to spend my Shop Day painting this crummy wall?”

U.P.: “Yeah, kinda nasty looking, huh? And see where some idiot missed the wall and sprayed the cabinet? Clean that mess up with the thinner, too. When you finish that, we need the varsol vat cleaned, and some other odds and ends. Thanks, Bud!”

Shop Day is also a good time for special individualized training, like dyno experience, special tutoring on electrics, learning the parts system better, shop project bikes, maybe even reading a tech article that would benefit the Alien. As long as you don’t try to profit directly from Shop Day, i.e. no customer work. I haven’t had any complaints from the Aliens about this. They spend a lot of time in that shop, so the least they can do is give up eight hours (three times a year) to maintain it. Shop Day. It works.

Time Out/Time Off

We’re pretty loose about time off at Love Cycles. With Houston’s mild weather and virtually no winter, the climate kind of flops around from mild-hot to harshhotter, so we don’t have a true slow season. The shop is open six days a week, but Aliens are rotated to single mechanic status on Saturday. Some folks like Mondays off, some like a long weekend. Then there’s the annual event when you leave friends and loved ones to spend time with your family, a.k.a., the Christmas/ New Year holidays. Deer-hunting season, sick kids, motorcycle racing, flounder runs, parakeets that need a hysterectomy. Whatever.

“Tell management in advance, don’t let time off interfere with shop or personal production goals, don’t expect to be paid for it, but take whatever time off you need.”

That’s the policy at Love Cycles.

Wünschism #60 states, “The reason mechanics don’t come to work on time is because it makes their day longer.”

Tardiness is not tolerated without a phone call within 30 minutes of the normal ETA. If an Alien is expected in at 9 a.m. and decides not to come in, or can’t make it to the shop by 9:29 for whatever reason, he’d better pick a phone up and dial it. Drag in here at 9:31 a.m. without a call, and Uncle Paul gives you “time out” – the day off without pay!

Alien: “But Uncle Paul, it’s only one minute past the cutoff!?”

U.P.: “No, you’re 31 minutes late. I’ve already scheduled your work to others. I haven’t got time to juggle jobs and workers according to each person’s morning arrival. No, take the day off.”

Three days later, same Alien From Another Planet: Alien: “Honest, Uncle Paul, my Rottweiler ate the alarm clock. Didn’t make a sound. I couldn’t call until 11:00, cuz I was asleep… No! I was sick! Yes, that’s it, sick and asleep.”

U.P.: “Uh huh. Take the day off. Buy yourself a new alarm clock and some laxative for the dog. Call me at four, tomorrow afternoon.

Alien: “Tomorrow?!”

U.P.: “Yeah, I’m giving you a couple of days off, to get this tardiness business straightened out.”

Alien: “I can’t afford to lose two days of work!”

U.P.: “Then spend tomorrow looking for a clock that doesn’t look like a dog biscuit, and a job that makes coming to work on time optional. Now, get outta here ‘fore I kill ya.”

It’s not really important why Aliens need time off. The fact is, they do. As long as their absence doesn’t skew job scheduling, production, or financial goals – and as long as management knows about it beforehand – I see no problem with a lenient time-off policy. However, tardiness upsets the flow of the shop, it screws scheduling, it’s distracting and it’s hard on crew morale.

Keep the reins tight here. Record all unauthorized absences and tardiness in your Alien’s personnel file.

This is good info to have during goal and production reviews.

Continued on page 86

JANUARY 2019

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Continued from page 85

Noise & Music

Did you know our auditory system (the ear) sends signals to the brain, which instantly decides whether it’s noise, information, or music? Me neither, I just made it up. But if I was a brain builder instead of a motorhead, that’s how I’d design it. Uncle Paul has tinkered with this music-in-theworkplace thing for years. Most of what I’m tellin you is true.

Music is brain-candy. The human brain plays games with itself when it hears music, some form of mental masturbation, I suppose. It enjoys anticipating which musical notes are forthcoming. So Uncle Paul wonders, “If it’s having such a good time diddling with itself, how well is the brain handling other multi-tasking activities during playtime?” Motor skills, hand-to-eye coordination, problemsolving, that sort of thing.

Noise and most music seem to me to be distracting in the workplace. Music is not always helpful in all work environments. Studies aren’t conclusive. I know for a fact, Alien noise is at least a health hazard. Freaks with bones in their nose, screaming in Alien tongues, exploding guitars – Geezum! I’d just as well listen to some love-struck sheepherder moan about a favorite ewe that just left him for a goat.

There’s no other way to say it, but Uncle Paul doesn’t buy that elevator-music-in-the-workplace con, either. That stuff is nasty. Yuk! I even tried my personal favorite, classical music. After suppressing a bloody insurrection attempt by my crew, within a month the radio volume was cranked up to toxic, and the whole damn service area was shuckin’ an’ buckin’ to that Carmen Ho and Taco Bell Canon. So much for culture enhancement.

The psychoshrinks are now saying the best background music has 50-65 beats per minute, largo classical or newage instrumentals played at moderate to low volume. This is supposed to keep the creative juices flowing and improve the Alien’s brain-like think device when performing light mechanical tasks. Seems to me they oughta promise more than “light mechanical tasks,” though. That’s all we’re gettin’ now. If you get a real bold and decide to try this idea, check out a two-volume CD titled Winter Solstice by Windham Hill.

Moonlighting

I’m not gonna waste your time going over all the evils of moonlighting. Yes, it takes cash flow away from your business and, yes, an individual is feathering his own next at your expense. But those aren’t the only problems with Aliens working on the sly. It leads to tons of no-no’s.

I’ve heard every excuse in the world as to why an Alien “had to moonlight on this one job, for a friend.” I still don’t buy it. It’s still a direct violation of shop policy and a condition of employment. He promises not to, then he does it. They invariably violate Wünschism #1.

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What if a good employee comes to Uncle Paul and says, “Yo, Fat Man! I’ve gotta chance to trade out some scooter work for a re-build on my truck tranny. Got any problem with that?” or “Mein Fuhrer, I must werk on ze racing moto, voud you gif me your blesszinks?” or even, “Uh, Uncle Paul, I owe a friend a favor, and he’s got a little 650. Would it be okay if I threw in some plugs and oil, kinda freshen it up a bit? I’ll do it on my time, at his place. I owe the guy.” Don’t even ask me to give you the answers… Duh!

Employees know Uncle Paul’s drill. If a customer approaches one of my Aliens to do sly-work and I find out about it, I confront the customer and run his creepy butt off. Invariably, the Alien exposing this slime-bag will get slipped a “grant” for his efforts. Whenever one of your mechanics gives you that blank-face-flat-line-Alien-starelook-of-null when confronted about side jobs on the sly, remember Wünschism #39: “I may look dumb, but that is just a disguise.” Uncle Paul doesn’t tolerate that crap!

Interruptions & Disruptions

Love Cycles does not allow pagers, cell phones, Walkman radios, personal boomboxes or satellite dishes on business premises. Remember back in an earlier section when I told you about Aliens being distracted? How they work in time clumps and can be “disturbed” without the world coming to an end? Uncle Paul told you that so you could gear up scheduling procedures to handle quickie cash flow jobs (In An’ Outs). Remember dat? By designating a single wrench spinner to the task of In An’ Outs, we can restrict the disruptive nature of interruptions to a single individual.

Interruptions, particularly “outside” interruptions, must be strictly controlled in the Alien’s work environment (service area). It’s nearly impossible to eliminate interruptions and disruptions, so tight control is what we’re going after here.

Uncle Paul doesn’t play personal secretary to mechanics, either. True emergencies expected, no personal calls. What the Aliens don’t understand (until it’s explained to them), is me and the paper-lady are the only folks shagging the phone. Not only is a personal call interrupting Alien work, it’s now adding to management’s workload, interrupting our jogs. Whenever anyone calls a mechanic at this shop, we might take a message and give it to the Alien at the end of his work day. Then again, maybe not; we don’t guarantee delivery like FedEx. It doesn’t take long for telemarketers, girlfriends, drug dealers, ex-wives, mommies, drinkin’ buddies, bill collectors, probations officers or friends to figure out “They ain’t gettin’ through.”

We don’t allow buddy-visits, either. If an Alien feels a need to entertain an out-of-work pal, he should do so off-premises, on his day off. Nor do we allow customers to hang out “so they can learn something.” If they haven’t “learned something” by now, seems to me they’ve gotta bigger problem than they’re fessin’ up to. No dogs, no kitty cats, no children, no nothing. Pretty simple, actually. No interruptions, no disruptions, no distractions; just Aliens From Another Planet spinning wrenches and swaying to the new age music.

Written Warranty I think Love Cycles and Pro Italia in Glendale, California, may be the only shops in the country that offer a six-month written warranty on service work (parts and labor). Six months is probably overkill for most service shops; three months should basically accomplish the same thing. The point is, a written warranty sends the message, “Quality work is a serious matter with this outfit,” to customers and Aliens alike.

Warrant your word in writing. I know, I know, standing good for your word is contrary to all Canons of Lawyering. Do it anyway. You’ll need an attorney to draft this document.

Try to find one that’s experienced with consumer advocate laws. Prior to drafting the actual document, the warrant, you must counsel the lawyer on your far-reaching and dangerous idea.

See, lawyers are like Aliens; they operate to their own drumbeat. You must define and explain concepts, ideas, sometimes even the words like “is” and “sex.” Mainstream English, stuff normal humans take for granted. The following outline is only a communication guide for you and your attorney. “We Are Not Practicing Law Here!”

Guidelines

Your shop desires to guarantee its work with a warranty in writing.

The document is to contain wording simple enough that even another lawyer can understand it. No weasel clauses, no fine print.

You wish to guarantee parts, labor, and customer satisfaction for a period of ____ months after job completion.s Awarding the warrant will be shop-optional, discretionary.

You do not intend to issue this warranty on jobs or bikes considered incomplete or dangerous; on “split-work” or abused bikes; on bikes subject to adjusted charges or unintended use; on bikes considered to be beaters or racebikes.

If the customer returns with a problem, the shop retains the option of fixing his problem or putting the machine back to its original condition and refunding the customer’s money.

Keep it simple… not more than a half page.

Be careful here, a warranty places you in the shark-infested waters: America’s legal system. Obviously, we won’t issue this guarantee on over-the-counter parts sales or to hobby shoppers. But we routinely issue it for electrical work and the components used in those jobs. Two things I want you to think about. One: In more than 20 years of wrench spinning, Uncle Paul’s gotten two OEM electrical parts that turned out bad-in-the box, only two. Most always, the Aliens mis-diagnose the problem or burn up another unit because they failed to figure out the cause of the problem to begin with. Two: Say you needed a new generating system for your 52’ Hatteras Salon (all customers think you’ve got one dry-docked at your summer villa). The boat dealer installed a new one only 31 days ago, it failed and he’s telling you it’s “electrical, so it’s outta warranty.” How do you feel about that? Even if it’s true, even if it’s not the installer’s problem, what kind of taste does it leave in your mouth?

A generous, up-front warranty can help you. Use it as a sales tool, not a weapon. It also provides you with an excellent reminder to keep job quality at the forefront of your business. A written warranty can be a competition crusher, too. “We are not inexpensive, we turn out excellent work, and we back it up with a six-month guarantee.”

Do Your Thing

It took Uncle Paul a long time to figure out I shouldn’t let other people run my affairs or overly influence my business decisions. That’s why I don’t pay my Aliens a percentage of what I charge the customers. What does that have to do with the value of anything? Did you get half of the gross on the last new motorcycle you sold? Did the OEM say that was okay? Value is a hard thing to pin down – I wanna make those kinds of mistakes on my own.

Do you really think your shop’s hourly labor rate can’t be considerably higher than the guy’s down the street?

Especially if you do a better job in a timely manner? Uncle Paul has a hard time buying that business of “comparative shopping intangibles.” I’ve never had a problem telling the customer I’m better than my competition. You don’t have to bad-mouth anyone to make the point, either. No egotalk. Just explain your skills and schooling, your shop’s credentials, what’s been accomplished, and what you intend to do. Any disparity in rate loses significance, if you employ this technique.

Uncle Paul culls customers and work. If the customer starts bad-mouthing right off the bat, I’m steadily trying to figure out ways of sending him down the road, without hurting his feelings. If I have to do battle over every last penny on a job, I certainly don’t have enough profit built into the work for that nonsense. Ya don’t have to take on every job that comes through the door. Nor should you allow the guys down the street to set your labor rate, “cuz that’s what they charge.” And tell any mechanic who wants a percentage of your gross labor rate that you’ve been toying with the idea of a free labor promotion next month. He can have all of that.

See you next issue for part two of the Drizzle Game.

*Paul Wunsch was the owner of Love Cycles, a service-only shop located in Houston, Texas.

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

JANUARY 2019

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Anonymous Dealer

Just Do It, Again Niken Revisited Apparently, Yamaha USA has sold all of the Early Deposit Program Nikens. They brought in around 100 of them. I predicted that they would sell a few dozen. The magazine reviewers seem to like them. Great. By the time you read this, they should be on the street. However, they will be like unicorns or Sasquatch, we know that they exist, but no one will ever see them.

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At the local motorcycle show, there was lots of interest in them. The question most asked was, “Why on earth would they build this?” The second question was, “Can I test ride it?” And, of course, because of Can-Am Spyders, many people thought that the Niken should be able to stand upright when at rest. So, a little education will be required.

There were a few heated discussions in the Yamaha booth.

However, not one person asked me “When can I get one?”

Instead the motorcycle that was most asked about in the Yamaha booth was the T7. “Where is it?” When told that it was still months and months away, there was only consternation. Everyone has seen pictures of them and videos of Stephane Peterhansel and others riding one, so they think that the T7 must be moments away from production.

Were that it was true. The T7, Tenere 700, World Raid or whatever Yamaha is going to call it, was one of the hottest topics at our local motorcycle show. We heard the same thing from friends across the country who were manning other motorcycle shows.

So here we have a conundrum; Yamaha has built a bike that is interesting, different and perhaps ground-breaking.

However, I don’t believe that it’s going to sell in enough numbers to make a difference in anyone’s bottom line.

There are rumors of them building a smaller version, but nothing has been confirmed.

The T7, however, is a bike that we can sell now. The T7 is

a bike that we can make a great profit on NOW. So why the hell is it taking so long to come to market? I probably won’t ever sell a single Niken, but I know that I could sell a few dozen of the T7s if I had them for the next two years.

As a dealer, I do appreciate Yamaha’s attention to detail.

Sincerely. Their ATVs, motorcycles and everything else they make is wonderfully made, reliable and always do the job very well. But to wait almost two years for a product that we have a demand for right now is really too much.

There is also a rumor of a 1000cc parallel twin Honda cruiser. I know that the cruiser market has softened in the last while, but a light powerful twin in a low seat height model would, I believe, be a good seller. Triumph seems to be doing well with their twin cruisers. Why not Honda?

Imagine also a Yamaha with a 700cc twin cruiser made from the MT07; or a 1200cc shaft drive one using the engine from the Super Tenere! Even a Suzuki Boulevard with the 650cc V-Twin from the SV650 would be welcome.

Light and powerful.

Also, how about electric motorcycles? I realize that the range and charge time barriers are “currently” pun intended the problem currently, but e-bikes would be something else for us to sell. Let’s get cracking guys!

These are units that I could sell NOW, not unicorns or Sasquatch! I realize that things unfold as they should, but we all need these units NOW, and it’s time that our OEMs brought us some new units that will be our next crop of great sellers.

We do not need some self-congratulatory piece of machinery that might be interesting, but won’t really create new business!

The Niken just won’t do it!

Yes, our international man of mystery is a real dealer; no we are not going to tell you who he is. Saying the things that you are thinking, without risking getting the franchise pulled. The Anonymous Dealer has more than three decades experience at the dealership, in every position from porter to dealer principal.

One Color Logo: Black

Congratulations To The Trailblazers Class Of 2019

RGB: Web Color Swatches

H-345, S-0, B-60

R-255, G-0, B-0

R-0, G-0, B-0

R-145, G-145, B-145

Chris Agajanian A.C. Bakken Mark Blackwell Ed Burke John Penton Rex Staten Jim Wilson

A1 MATCHMAKING Supercross Returns

By Robin Hartfiel

T

he industry love affair with Supercross continued with the 2019 season kick-off at Angel Stadium of Anaheim.

More commonly known as A1, it brought the usual mix of something old, something new, something borrowed and something blue at the annual wedding of sport and spectacle.

Vowing not to leave history behind, The Legends & Heroes Tour Traveling Moto Museum returned for its 10th Anniversary of pit party activation at the Monster Energy Supercross events. Vintage bikes and tributes to legendary figures of moto history made sure the something old segment will be well represented this season. During opening ceremonies at each event, the tour honors a different legend of the sport, starting with Troy Lee at A1.

The original helmet painter of the stars, Lee is an entrepreneur with a successful action sports apparel company and the team owner of the TLD KTM Supercross team.

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Photos by Brandon Davis

Plenty was new at the first race of the season as the musical chairs of the silly season were finally filled (leaving Dean Wilson sitting on the outside of the factory rigs looking in).

However, the biggest “new” element of the SX spectacle was the swap of networks from Fox Sports to NBC. New year, a new network and no Fro? NBC “borrowed” the previous broadcast team of Ralph Saheen and Ricky Carmichael, but left popular Supercross TV host Jeff Emig out of the mix without warning. It was news to Jeff as much as the rest of the industry... in fact, when we spoke to him at the AIMExpo, he was looking forward to returning to the broadcast booth. However, the former SX champ still has plenty of irons in the fire, including the U.S. Motorcycle Coaching Association initiative which should help bring more riders to our industry.

As for the something blue, Justin Barcia put the bLU cRU on top of the podium in a rainy main event surprise. Well, not so much a surprise to those who saw Barcia’s qualifying laps or Yamaha legend Bob Hannah who dropped by the pits to tell Bam Bam it was his night. Honda was happy with comeback kid Ken Roczen’s second place finish.

“All in all, this is like a win to me,” said Roczen who also picked up his first heat race win of the season earlier in the night. “I mean, my first Supercross race back after my injury and I got a second here. I had to make a couple passes happen, but yeah, this is good to get out of here on the podium.”

While not on the podium, Suzuki also made some history at A1 as fan favorite Chad Reed set records with his 205th career top-ten finish by competing in his record-setting 18th consecutive Supercross opener.

Always a sold out event, even the rain didn’t dampen the A1 attendance figures. Here’s to hoping the honeymoon continues all season.

buying presents and getting ideas for presents. Sunday was slower, but still a solid showing. Being the first one, no one was sure what to expect, however every exhibitor was enthusiastic and happy with the turn out.

Dealers across the country are constantly trying to figure out how to get new riders and how to energize existing riders. This event did both! Relatively new riders attended asking great questions seeking information to be better riders. Experienced riders looking at adventure touring as a different type of experience were also on hand in equal numbers… the proverbial something for everyone.

FROM THE TRENCHES AT THE MOTORCYCLE CAMPING & ADVENTURE SHOW

by Lewis Hill

O

ver the weekend of December 15-16th, the Dallas/ Fort Worth area played host to the first Motorcycle Camping & Adventure Touring show. The brainchild of Moto Liberty proprietor Audrey Menarik, this show is exactly the type of thing to energize the powersports Industry around the country. Think of it as a template for your area.

A total of 11 DFW area shops participated in the show, shops who would normally compete for consumer spend.

Joining the dealers were manufacturers, distributors, clubs and food vendors in the 30,000-capacity event venue in Lewisville, TX. Representatives from Tucker, Parts Unlimited, WPS, Bell, Just One, Dickey’s, PJ1, Torc1 Racing, MTA, Cycle Cinch, Alpinestars, Butler Maps and GoPro were all on hand to talk to enthusiasts from north Texas and Oklahoma.

Best of all, was the local shops buried the hatchet and worked together to energize riders and give a boost to the entire region. It was a team effort — all brought together by Audrey and her staff from Moto Liberty.

Other dealers need to work together to do events like this.

This just happened to be adventure riding, but it could be any topic. It could be UTV/ATV related, a motocross/offroad expo, trikes & slingshots… anything. Look around your area — is someone stepping up? if not, it needs to be you.

Hockey great Wayne Gretsky has a saying I am fond of quoting: “You miss 100% of the shots you don’t take.”

Take a shot!

Seminars were held for the better part of each day, many were standing room only. Presentations by Alpinestars, Butler Maps, Froggy’s Tours among others proved popular. Topics varied from basic road skills, packing for camping, M/C camping on the cheap, to a Q&A session with Cannonball competitor Richard Asprey.

Saturday was busy all day with plenty of riders showing up. With Christmas just two weeks away, people were

JANUARY 2019

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Photo by Joe Bonnello

Ave Atque Vale Jerry Branch 1925-2019

A

MA Hall Of Famer, Elvis Presley’s personal mechanic, WWII Marine, head master to Harley’s factory racers… Jerry Branch lived an amazing life! Virtually anyone looking to go faster crossed paths with Branch, especially if they were trying to coax more out of older Harleys!

Appropriately enough his great ride began as a kid hanging around the local motorcycle shop. “One day the shop owner told me if I was going to hang around all the time that he was going to have to put me to work,” Branch remembers. “Of course I was thrilled. I worked there all summer and in September when it came time to go back to school I talked to my parents about staying on full-time at the dealership and that’s what I did.”

Branch worked at the Memphis Harley dealership from 1940 to 1957, interrupted by a stint with the Marines in the South Pacific during World War II. When his military service ended, he went back to work as a mechanic in a Harley-Davidson dealership in Memphis. One of the customers there in the mid-1950s was an up and coming singer named Elvis Presley. They hit it off well and Elvis always insisted that Jerry work on his bike when he brought it in for service. After Elvis hit it big time, he would have Jerry come out to his house to service the bikes.

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However, he wasn’t satisfied with his earnings at the shop in Memphis. “I was the highest paid worker they had and I was only making 65 dollars a week,” Branch said. “Plus, I was really into racing and there wasn’t much of it in that part of the country.” So he moved to California and got a job at Long Beach Harley-Davidson. It wasn’t long until he was helping owner Slim Karnes with some race bikes including Dick Hammer’s Harley KRs.

Their success put Branch in contact with Harley-Davidson race manager Dick O’Brien and the two became great friends. O’Brien was so impressed with Jerry’s technical knowledge that “OB” called on him often for his opinions and other assistance, including the 1968 project when Harley redesigned their factory roadrace bikes which Cal Rayborn used to win back-to-back Daytona 200s (1968-69).

By now Branch had left the dealership and had his own speed shop called Branch Flowmetrics, specializing in cylinder head technology. O’Brien continued to call Jerry often for advice.

However, no phone call between O’Brien and Branch was ever bigger when OB told him in 1971 that Harley had a new alloy XR750 in the works, and Dick needed Jerry to do the finishing work on all 200 sets of heads for the production run. The castings were shipped to Jerry who did the final polishing of the heads and installed all

the valves and springs, then they were shipped back to Milwaukee.

Branch continued to develop his reputation as the man to go to in order to get the most out of an engine. Honda, Kawasaki, Ducati and other factories came knocking, as did many privateer racers, teams and designers including John Britten from New Zealand looking for help with his Britten race bike.

Jerry sold his business and retired in the mid-1990s. He received many honors along the way, including induction to the AMA Motorcycle Hall of Fame and in 2011 was inducted to the Trailblazers Hall of Fame. He was a long-time attendee of the annual banquet until age and health issues slowed him down in recent years.

Semper Fi Jerry Branch

AIMExpo........................................................................40 American Lifan.............................................................93 American Motorcyclist Association (AMA)..............59 Anthony’s Leatherworks............................................11 Best In The Desert.......................................................95 DX1................................................................................29 Motorcycle Industry Council (MIC)............................73 Motonation...................................................................97 Motonation.............................................................CVR 4 Motorcycle Industry Jobs (MIJ)..................................23 MOTOTV.........................................................................33

National Powersports Auctions (NPA)...................... 9 Racer X..........................................................................63 Suffragists...................................................................51 Trailblazers...................................................................89 Tread Lightly................................................................75 Trilobite........................................................................55 Tucker Powersports....................................................17 UBCO..............................................................................19 Vanderhall....................................................................... 7 Vroom Network...........................................................47 Western Power Sports.............................................2-3

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’ weekly digital editions: www.dealernews.com

I say “pupil” because you, Joe Dealer, must take on the mantel of “Guru” to help guide some of the lost souls to the powersports promised land.

You have to get into the heads of these women and men, and tap into the inner “Jeremiah Johnson” within each person who walks into your establishment. Granted not every person who enters your, sphere of Influence has the spirit of adventure within, but you’ve got to believe in that possibility.

But first, it is IMPERATIVE that you take 20 minutes, sometime SOON, to step out of your “Dealer Reality” and go into your office, close the door, turn off the phones and computers, and sit back an reflect upon your past, your present, and your potential future in this powersports world.

There are two “realities” to contemplate:

Backfire

By John Murphy

Jeremiah Johnson Resides Within That Cream-Puff

C

ustomary engagement just ain’t working. I’m talking about the general perception that the young people of today don’t seem to understand the mind-bending possibilities that open up when you fire up the engine of a 2-3-4-6 wheeled vehicle and hit the road/trail. It is time to change that paradigm. Let the games begin.

Now those “games” may include hitting the highway on a bagger, chasing down a stray calf on the back 40, or a day out exploring the woods with your family. It doesn’t matter what the original mission of the day started out to be. What really matters is that the path to moto-enlightenment has been opened.

Hey dealers, did you ever think that you’d be given the opportunity to “enlighten” even one person? How about the chance to not only brighten the life of one non-riding Millennial but to bring about an organic movement starting right in your dealership?

The label of “Snow Flake” has been used recently, to describe the generation of wounded souls that wander through this life with downcast eyes; sour dispositions and a digital device seemingly hard-wired to their retinas. We would have called them “punks” but today they are “Wounded Souls” so let’s figure out a way to work with them.

First of all, not every “Cream Puff” (I’m calling them Cream Puffs from now on, just to be different) is a potential pupil.

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1.) As a dealer, you serve not only your immediate customer, you serve the community at large. As such, you have a RESPONSIBILITY to provide not just the products that may open new doors of perception, but also to show our new pupils the proper ‘etiquette” and mind-set with which they may enter the powersports world.

2.) You’ve identified your important role in the community that you SERVE. Yes, serve! Face it: You are a servant, and if you don’t get that, you’re in the wrong business. Look for some solutions to the problems faced by citizens in your local communities. Is there a way for your business to help with these problems?

Now back to your new “Guru” status. Nobody really chooses to be an “Enlightened One” — it just happens.It may be the knowledge gained from prior crashes (physical/mental/ spiritual), and the wisdom obtained by getting back up and trying, again, and again. Or the enlightenment might come while laying in bed. It doesn’t matter how... it just Is, and now you’ve got tremendous POWER. The power of motorsports knowledge. Knowledge must be applied to daily situations to be any good at all, so here we go: Identify the “Rebels” within the Cream-Puffs, and school them on the paradigm shifting possibilities available in your showroom. But the power to change is not the machine, it is the mind. As such it is your responsibility to give a visualization of the future for this Cream Puff. And when you show your new student a future where they have the power to make choices, based on the new-found freedoms of the open roads… it is the ultimate “experiential” moment they seem to be seeking.

Powersports vehicles are the doorways for self examination and appreciation of our existence. They provide so much more than just a way to get from point A to point B! A) They provide opportunities to take CONTROL of a FORCE, a very powerful force, and master it, (with the help of their Guru). An entire generation of Cream Puffs have been stripped of their rebellious instincts. They have had their natural defenses taken away by an educational system that treats masculinity as a crime and womanhood as an affront to Nature. How the hell did this decline of ‘moral righteousness” begin? It doesn’t really matter now. We’ll dig into that in a future rant; what’s important NOW, is the fact that our “Puffs” need leadership! They need to be shown, Continued on page 96

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Continued from page 94

repeatedly, that they truly do have the power to control their own destiny, and it can be found in your showroom, with a little help from their new Teacher/Guru...Yeah, You! B) The “Westward Ho”, call to adventure is begging to be unleashed in our youth, but they need to be shown the way.

You, Joe Dealer, are the Kit Carson’s of today, opening new territory’s of the mind for these new generations of would-be Jeremiah Johnsons.

Where the heck is a “Fonzie” when you need him! Some guy to show the ‘newbies’ that it’s cool to ride a motorcycle; to be a bit of a rebel, to question authority; but to ultimately do the right thing because that’s what “cool guys” do! You, Joe Dealer, are the New Fonzie! You, and your entire staff, represent a pathway to enlightenment for this person before you — they are begging for role models.

Technology has stripped the youth of today of their responsibilities, both as citizens of our great country, and of their responsibilities as social beings. Head’s down; don’t look him in the eye; fist-pump instead of handshake; don’t take a chance that you might offend someone by stating your honest opinions, when appropriate or just plain needed. They feel they can get all the answers by consulting Google, so who needs teachers?

You’ve got to have one of your associates greet the “Puff” as soon as they enter, preferably speaking in a language they understand, rather than the moto-speak your are accustomed to using. Take your time and present the adventure opportunities offered by motorcycling!

Big Changes always start small, often on the “organic” level: one person at a time; one Cream-Puff flipped at a time; one small victory for what must be done; one Big Win for that new “Mountain Man/Woman”, who has a new appreciation for freedom, for their fellow man/woman, and a new a perspective on life; one that is both exhilarating, but also quite profound.

Within that Cream-Puff a real Jeremiah Johnson may reside!

But we need to start drawing them out of the virtual world and get their butts on bikes… NOW! P.S. We love Tales of Victory. If you’ve got some good stories, and would like to share the details, please drop me a line and I’ll write about them here in the coming month’s. We must realize: “IT’S UP TO YOU”, but that doesn’t mean we can’t help on another with little tricks of the trade!

Everybody needs teachers... if you think you’ve seen it all, be prepared for the big fail, because you don’t know nothing, pal! Show the young that it’s not only okay to stumble, to balance on one leg; to fall. But then you show the students that you dust yourselves off, get up, and behold: temporary pain; timeless wisdom gained!

Entice the student to enter your store: That’s your local wisdom put into action. When he/she first walks through the portal to a new reality. It is your mission to instill this new open territory of the Mind and you and your staff better take this seriously! This person is the seed by which society must change, organically, one “Puff” at a time. Hell, you might just help fashion a Fonzie or two, to bring order and substance to the leaderless of today.

Flipping a “Puff” to reveal the Jeremiah Johnson within is a good thing for that person, for your community, for our nation, and for the world in general.

Knowledge is Power, but you’ve got to APPLY that Knowledge, or it’s like that beautiful machine sitting on your showroom... you’ve got to fire it up to reveal it’s potential, it’s POWER, but you’ve got to be shown where to put the key in, where the controls are; and then, like a baby bird learning to fly, it’s UP TO YOU! Give them the tools to grow, in many ways, not just knowledge of how to operate a complex machine with the power to thrust you through space rapidly. Give your student those tools, but also provide the opportunity to join a group of like minded Individuals, riders that are part of your Sphere of Influence.

Your customers who gather at your store on the weekends for planned rides and activities can provide a framework for inclusion as soon as that person walks through your door.

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A couple industry pioneers at AIMExpo “Jeremiah Johnson” Murphy and Morgan Williams, Sr. Designer at KISKA. Morgan and John last worked on Dealernews together 18 years ago.

John Murphy started his Powersports career selling booth space for the original Dealernews Dealer Expo back in 1983. He then went on to become Publisher of the magazine from 1990 to 2000 before retiring from Dealernews 18 years ago when he was diagnosed with progressive multiple sclerosis. He retired and raised his two children with wife, Patti (former production manager for Dealernews back in the day). But John has beaten the odds. The doctors were correct when they said he would never ride again, and that he would be in a wheelchair, but it ends right there. “Ironsides” Murphy is back in the saddle again and ready for the challenge of ushering Dealernews into the next 50 years.

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