Dealernews Issue#3 March 2020 by Dealernews

DN 2.0 #3

BEATING THE VIRUS A Cure For The COVID-19 Slump?

DEALER PROFILE

Southern California Motorcycles

IS TIME RUNNING OUT FOR HARLEY-DAVIDSON? Taking Stock Of The Motor Company

CONTENTS 06

WORLD’S LUCKIEST MAN

08 EDITORS NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE+

Robin Hartfiel On What Happened To Harley?

Alisa Clickenger On Wash Your Hands!

News Dealers Can Use

What Does The MIC Do For You?

Who’s Where?

Don Amador On COVID-19 This Too Shall Pass

Southern California Motorcycles: 20 Years Of Excellence

20 4

Alex Baylon On Sh!t Happens

Eric Anderson On The Other Side Of The Counter

The Industry On Dealernews

24 26 28 30 37 38 41 42 44 46 48 52

54 Opinion+ 56 PERSONNEL FILEs 58 CONFESSIONS OF A CUSTOMER 60 DIVERSITY+ 62 MIC RIDE REPORT 64 ADVOCACY+ 66 WÜNSCHISMS 68 GEAR+ 72 PRESS PASS+ 74 PRESS PASS+ 76 PARTING SHOT+ 77 AD INDEX 78 VALE+ Scot Harden On Breaking New Ground

Bob Althoff On A Start… At The Risk Of Getting It Wrong

Uncle Paul On Carb Kit Quandary

BEATING THE VIRUS

Jared Burt On 10 Ways To Protect Dealerships In The Post-Coronavirus Era

INDUSTRY RESEARCH+

Spring Fling!

ROXOR Recovery Program

Dr. Paul Leinberger On Lessons Harley Can Learn From Levi’s

INDUSTRY RESEARCH+

Kawasaki KRX 1000 Demo Tour

Lenny Sims On Latest Numbers

OEM UPDATE+

Honda’s 2020 Rancher, Foreman & Rubicon

eDEALERNEWS

The Anonymous Dealer On Who Wants A Big Fat Cruiser?

This issue Brought To You By…

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Watts Happening?

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SUPER TUESDAY

The Ballots Are In and Harley’s Next CEO Is…

OPINION+

Impala Vs. Puma Harley’s Board Of Directors Battle

THUNDER FROM DOWN UNDER The Bear On Matt Levatich

OUR TEAM Bob Althoff W.L.M.

EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Eric Anderson Vroom Network Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/Harden Offroad Hector Cademartori Illustrations William Douglas Little Unique Powersports Charlie Williams Off Road Editor Marq Smith Holeshot Motorsports, Canada Alisa Clickenger Women’s Motorcycle Tours Don Amador Quiet Warrior Racing Joe Bonnello Joe B Photography Uncle Paul Wunsch Love Cycles The Anonymous Dealer Dealer Advisory Board Bob Althoff Chairman 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 Publishing Consultant johnmurphy@dealernews.com Tigra Tsujikawa Sponsorship Manager (949) 861-0863 tigratsujikawa26@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com

W.L.M.

By Bob Althoff

A START

Reserving The Right To Be Wrong...

’ve always had a keen sense of the obvious. What is not so obvious is where Harley-Davidson should go from here. So, at the risk of getting it wrong… I’m writing this in the week after Matt Levatich’s resignation. For the past five years it has been his show. A truthful way to describe his tenure is to say that he “managed decline.” In his final statement, he claimed he was proud of what was accomplished “during challenging times.” Matt is a guy you would enjoy having a burger and beer with. He is smart, thoughtful, and I believe, truly loved the brand he spent 26 years with and that made him a very wealthy man. He is an engineer by trade, coming out of western New York and Rensselaer Polytechnic Institute (RPI). The awesome renaissance of Harley’s manufacturing prowess (a result of steps initiated by Matt’s predecessor, Keith Wandell) and the technology being dialed into not only products like the flagship electric Livewire, but into bikes across the product line — and more is on the way — gave Matt something to be proud of. Sales and marketing of the iconic brand, not so much. So, what about that “managed decline”? Was it inevitable? What has Harley’s decline meant to our industry? And, most importantly, what can be done to turn this ship around? Harley needs a salesman (or woman) and industry champion at the helm. Not an engineer. Not an operations expert.

Certainly not a finance person. Not even a “sustainability” chief. What Harley needs is a sales zealot. A person who thinks every hour of every day about how to evangelize our sport, our lifestyle, our community. Someone who can proselytize for the moto life in all its rich diversity; for all its pure joy, fun, freedom and friendship! Harley needs someone who cares about our industry and will generously reach out to the AMAs and the MICs and the AIMEs and the world’s other OEMs and listen. The industry needs Harley... And Harley needs this industry. The next leader of Harley must be at every turn an industry leader. Good things will happen when Harley is back to the industry table. Harley has a long history of ups and downs. Many of each. But when it has been at its best, it has listened to its Dealers. Imagine that? Not just perfunctorily with advisory boards that no one wants advice from, but real dialogue between respected colleagues, all of whom have enormous stakes in the game; and all share a love of this industry and this brand. Yes, talking to people who know how to sell motorcycles would be good. Finally, Harley needs to hire a leader who will walk away from the finance people who have so ruinously led them down the path of stock buybacks and dividend increases. Nothing wrong with those things in moderation, but Harley has been anything but moderate. In the last nine years Harley did share buybacks of in excess of 90 million shares at an average cost of over $50 per share. The stock traded at $23 today. That is a “market-to-market” loss of $2.4 billion. And massive debt was incurred to finance those ill-advised stock purchases. By the way, the Board just authorized an additional 10,000,000 share repurchase. Imagine what even a small percentage of those dollars had been used to hold prices, fund industry new rider initiatives, assist Dealers with better training and technology and all the other things that build a brand. Precious financial resources need to be focused on selling. Selling what? How about campaigns that celebrate our customers — tell their stories of adventure and all the enormous good they do on behalf of countless charities. How about more accessible financing? How about letting the world see themselves in seeing our inspiring and diverse customer base? Selling what? How about a plan for profitable Dealers? No, not the one where you talk about it, but nothing gets done. Selling what? Here’s where I reserve again the right to be wrong. But it is my conviction, after a lifetime on two wheels, that I could be happy on any two wheels! Yes, happiest, I suppose, on a Harley. Forgive me that. But Harley represents approximately half of the North American market and it simply must be healthy and do its part to lead our industry in so many important ways. Jochen, listen to your Dealers. Their passion is legendary. Their sales skills indisputable. With your past sales success at Puma and healthy Dealers in harness, you’ll be unstoppable! Bob Althoff, W.L.M.

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answers). While I don’t have an opinion on Levatich leaving, I do have a very strong opinion regarding Harley-Davidson management and the man or woman, who succeeds Matt! Rather than the board basing its decision on an individual they think is right for the gig, how about asking their longsuffering dealer network for some ideas? Forget Wall Street for once and do what Main Street needs to survive! Harley-Davidson could reset to 1903 and go back to giving people a motorcycle experience they want, serviced by the strongest (at one time) dealer network in the world. Continue catering to the last of the Baby Boomers as they ride off into the sunset, while simultaneously building the future Harley riders with the Boomers’ great grandchildren via their acquisition of STACYC.

Editor’s Note By Robin Hartfiel

BACKFIRE!

was on an airplane coming back from Dallas when the news dropped.

By the time the plane landed, my voice mailbox was completely filled! And my e-mail box was equally jammed... everyone seems to have a very strong opinion on the sudden departure of Matt Levatich from Harley-Davidson. Everyone but me, that is. Like it or not, the health of Harley still impacts all of us in the U.S. motorcycle marketplace. After the MV Agusta situation, where I had a front row seat as Matt and Claudio Castiglioni had that spat in front of the media who had been flown in to see what was supposed to be a peaceful coup, I wasn’t sold on the fact that Matt was the right guy for the job back then. When Harley sold the storied MV marque back to Claudio for $1 I really had some doubts. However, Harley’s board of directors felt differently. Not sure who exactly pushed the death of the FXR; killing off Buell (only to bring out the Brooklyn and Pan American concepts that Erik Buell already had going with a sportbike and the Ulysses); the rise and fall of V-Rod, who hired the disgraced Neil Grimmer as Global President of Brand Development, etc. but they all happened on Matt Levatich’s watch, so ultimately he is the guy who has to fall on the sword. And the pundits are already asking what took so long! Rather than blaming Mr. Levatich, we should be questioning the talent drain as talented execs like Rod Copes, Anoop Prakash, Heather Malenshek, etc. were pushed off The Motor Company’s depth chart (I asked, but NDAs prohibited

Rather than jockeying to beat the ‘Street (Wall Street stock expectations), how about beating arch rival Indian in a dirt track race once in awhile? Give the dealers something to cheer about rather than arbitrarily telling them what key models will be cut from the product line or how much the LiveWire requirements will cost in terms of tools, training and floor space? This is nothing new, and not entirely Matt Levatich’s fault. I was at Harley’s dealer meeting when the techs discovered they would all have to invest in a set of metric wrenches to work on the VRod... a collateral damage casualty that the dealers had to bear the brunt of, not the board room. Former CEO Jeff Bleustein led Harley for seven years — during which The Motor Company tripled revenues before he resigned back in April 2005 — wasn’t focused on flooding the market as much as he was looking at retaining value. His stated goal was to manufacture one less bike a year than was ordered by the dealer network so there would always be demand. My thought is that we all need to listen to the dealers and their customers. Focus on what the world has been begging Harley to be for years: be THE MOTOR COMPANY — not just some stock ticker symbol. Be the leader! Drive value, even if that means making less motorcycles... Harley-Davidson is still a premium brand and one of the ultimate aspirational purchases the world over. There may be more Toyota Camrys being sold in America than any other vehicle, but I have yet to see a single “Camry” tattoo on anyone. I doubt any kids grew up dreaming of driving Camry. Harley is in a pivotal time in its history, and with the right leadership choice and listening to what their customers want, they can leave the Levatich era in the rear view mirror and rumble on for another 117 years. Or they can bring in another outsider like Neil Grimmer. Former Editor-in-Chief and publisher of Dealernews circa 19902003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.

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blessings and the rest is HISTORY. The EARLY team at Triumph brought the old girl back!

SAVE THE DATE

Cheers Mate! Double G, Gary Galleher Via Facebook P.S. Make sure I get a copy of that issue! Thanks, Double G.

Dealer Profile (and former Triumph exec) Tom Hicks with former Dealernews publisher and ex-Triumph exec Mike Vaughan

NOrth AMerica’s Most Important Powersports Tradeshow

PAGING MIKE VAUGHAN… My name is John Merritt, I’m trying to get in contact with Mr. Vaughn about his time at Kawasaki USA in the early eighties. My Dad, Dennis Merritt, worked at the advertising agency that handled Kawasaki at that same time. Recently I’ve located some of my Dads early work from that era and was trying to get some background information regarding that. I know that my Dad was involved with the marketing of the NINJA at this time and I was looking to fill in some gaps of knowledge. If it’s possible could you please forward this e-mail to him. If it’s of no interest to contact me I’ll understand.

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October 1-4, 2020 | Columbus, OHIo

SPEAKING OF ANALOG ISSUES… ATGATT ALERT! Do you offer a paper copy of I was flipping through the excellent Dealernews magazine? digital edition linked from the Thanks! Testimonial Tuesday e-blast and was surprised to notice the lead rider (on Brandon Bollinger the right) in the Save the Date ad for Brandon’s Motorcycle & ATV Repair AIMExpo was wearing shorts and Navarre, Ohio sandals. I know we’ve talked about how Brandonsatvmcrepair.com I get too overly focused on this, but it just doesn’t seem to go with the trade Sorry Brandon, digital editions only… for show for Dealers or the whole culture now. code. Tigra Tsujikawa, Sponsorships 2020 Suffragists Centennial Motorcycle Ride San Clemente, CA

Thanks so much, John Merritt Merritt Productions, Inc. North Hollywood, California John, we passed your note on to former Dealernews publisher Mike Vaughan and then we hit him up for some new columns for the magazine. MIKE VAUGHAN Hi Folks...I just had a wild idea... what about a little piece and interview with a real gentleman of the MC industry Mike Vaughan? He is a Veteran, Rider, Executive and has great insights. Loved his “Out Of My Mind” columns. Bring his column back and call it “Road Rap” or something. We worked at Triumph together...in fact, we had a little interview in the rain at Loudon Speedway in NH before they hired me... he gave me

HEADING INTO SPRING

S CONCERNS COVID-19 Dear Robin, Sharing three things: 1) About the new Corona virus infection, the Chinese government is currently taking the most powerful measures, and everything is under control. This week, MOTEX has already returned to work. 2) MOTEX will attend the Colombia motorcycle parts fair in May, will you be there? 3) The clutch catalog can be sent as a reference if interested. A hug,, pring may be in the air, but helmets are what’s hot. With the flurry of distributor events running non-stop from January through the middle of February, there were literally hundreds of new helmets hitting all at once! From Alpinestars M10 at A1 to the latest Formula from FLY and GMAX at WPS, just about every letter and alphanumeric combo was unveiled. The new management team at Helmet House had HJC and Shoei to show off. Tucker shared SENA’s expanded helmet range, the newest Nolan N70 2X ADV and N70 2GT Touring toppers along with the Arai super premium helmets and Speed & Strength house brand. Parts Unlimited presented an almost unlimited array at their NVP from Moose F1 to THOR. Meanwhile Shark was circling with their dealer-direct range and smart helmet source Quin was waiting in the wings to announce the debut of their Dallas design center… And it is only February!

SAFETY FIRST Safety Alert! Page 68 of the February 2020 edition has a rather incorrect ATGATT photo provided by Shoei who should know better. The guy is riding with an open face helmet with no eye protection, low top Keds and riding with his left hand on his hip through the twisties. Paul J. Golde, Senior Product Planner Kawasaki Mission Viejo, CA

Photo courtesy of Shoei

FEBRUARY 2020

Lara Lu, Export Manager MOTEX Chongqing, CHINA

DN 2.0 #2

TOP AMERICAN Ricky Brabec Wins Dakar

DEALER PROFILE

Honda Of Covington Powersports

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DAKAR ISSUE Just finished reading the Dakar commemorative edition — great issue! Nice work, and thanks to you and your team for all the Honda coverage.

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

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WINNING DAKAR

Why Ricky Brabec… And Why Now? By Scot Harden

istory has been made! Whether you’ve followed the sport from a distance or have been deeply involved as I have for more than 40 years, Ricky Brabec’s win at the 2020 Dakar Rally will go down in the record books as one of the greatest accomplishments of any American motorcycle racer ever. Dakar had remained the last unclimbed mountain for America racers — the last unchartered territory that the U.S. had failed to claim victory over as a motorcycling nation — and now it is ours. Last years’ ever so promising run at the top of the leader board and the subsequent frustration and disappointment that ensued when Ricky suffered mechanical problems near the end are now all but a distant memory. Today is our day to shine as a country, and we have an unassuming, polite, hard-working and respectful young man from Hesperia, California, to thank for it. I have a unique perspective on what it takes to win a rally race and Dakar in particular. I was the first American to win a North African Raid Rally and led the U.S. KTM Red Bull Dakar effort for three years. I know a little about the sacrifices and risks. I have multiple overall wins at the Baja 1000, ridden numerous other rallies, and have competed in three different ISDEs. So, when I say Ricky’s accomplishment ranks at the top of all American off-road racing accomplishments, I do have some valid points of comparison. I’ve written about America’s history in Rally racing and questioned why we haven’t won the big one.

Now that we have, you have to ask yourself why now and why Ricky Brabec? First, like any racing achievement, it came down to the supporting team around Ricky. The deeper you dig, the more you realize Ricky’s victory was an American “team” effort as much as a Honda Factory Rally Team victory. Sure, Honda has seriously been gunning for a Dakar victory for the past six years now and has certainly paid its dues. Much like KTM in its early attempts to win Dakar, Honda had to go through the school of hard knocks. After 18 straight years of Dakar domination, no one quite remembers all the years KTM suffered through heartbreak after heartbreak, to lead late in the event only to succumb to technical issues or rider error. The year 2020 would be the year that Honda finally sorted out the niggling mechanical problems that always seemed to raise their ugly head at some point in the event and put together a flawless effort. They had the patience and commitment to stick to their program, learned from their mistakes and came back stronger each succeeding year. Most important of all, they had confidence and faith in Ricky Brabec. And what about Ricky? Second, like Honda, Ricky paid his dues as well. Rally racing is as much an art as science, and the only way to victory is learning the game and developing sufficient confidence in your ability to read your roadbook and to be able to lead. Ricky plied his trade with real-world rally experience over four years of actual competition, supplemented by a rigorous training program during the off-season.

BRABEC ISSUE, PART II Nice issue, that looks awesome!! Thank you! Colin Miller, M/C Public Relations – On-Road Media Coordinator コリン·ミラー American Honda Motor Co., Inc. Torrance, CA

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SUPPORTING SUFFRAGISTS CENTENNIAL MOTORCYCLE RIDE 2020

International Women’s Day was the perfect time to announce that Find It Now GPS is stepping up to support the Suffragists Centennial Motorcycle Ride (SCMR2020) in honor of the 19th Amendment to the Constitution, giving women the right to vote. “My reason for supporting the SCMR2020 is simple,” says Mike Connors, Founder and CEO of FIN. “I think what Alisa Clickenger and Women’s Motorcycle Tours are doing by encouraging women riders is important for many reasons, not least of which is bringing new riders to our industry. New ridership is of paramount importance for our industry to continue to grow.” “Personal security is an important issue for female motorcyclists, and our bike’s security is of paramount importance to all motorcycle riders,” adds Clickenger. “As an event organizer I am committed to ensuring the safety of everyone’s motorcycle during the event, and I am thrilled that Find it Now is supporting us and offering a very special price on their devices for our participants. “Plus, the synergy between our event charity being Final Salute Inc., which supports homeless female veterans, and FIN being veteran-owned and operated makes FIN a sponsor particularly aligned with everything we stand for at Women’s Motorcycle Tours and on the SCMR2020.” The SCMR2020 ends in Women’s Motorcycle Tours’ three-day Women’s Motorcycle Conference in Arlington, Virginia August 20-22, 2020. Click here for more: www.centennialride.com

CONGRATULATIONS GAIL WORTH!

After beginning as a local celebration in California, Women’s History Month organizers selected the week of March 8 to correspond with International Women’s Day back in 1978, setting the stage for a month-long celebration. Perfect for a history-making woman (and a Dealernews Top 100 original) to be recognized for another honor! Gail Worth, dealer principal of Gail’s HarleyDavidson, has been selected as a 2020 Enterprising Women of the Year Award honoree by Enterprising Women magazine. However, this isn’t her first magazine appearance. Gail graced the cover when the family business Worth’s Harley-Davidson made the Dealernews Top 100 for the first time. Worth Harley-Davidson South was also the 1996 Top 100 Grand Prize Winner. Gail later won a Top 100 spot for her own Gail’s Harley-Davidson in 2014. She told Enterprising Women she is beyond proud to be the visionary and dynamo behind the leading Harley-Davidson dealership in the Midwest, not to mention Kansas City’s fastest growing import powersports dealership. Gail is also the owner of Shawnee Cycle Plaza, another former Dealernews Top 100 winner in its own right. She founded Gail’s 20 years ago with the dream of building not just a motorcycle dealership, but a destination that would leave her customers saying WOW! Gail is a firm believer in the power of positive thinking and in people manifesting their own destiny. Congratulations, Gail!

HARLEY CATCHES CORONA BUG

Harley-Davidson had to shut down its Pilgrim Road Powertrain Operations when a worker tested positive for the COVID-19 coronavirus. “We recognize the unprecedented nature of this global crisis. In order to best support our employees and following the social distancing guidance issued by public health authorities, we are temporarily suspending the majority of production at our U.S. manufacturing facilities,” said Jochen Zeitz, acting CEO and president, after a local media outlet reported on it. “We will continue to monitor the situation and take necessary steps to prioritize employee health and safety.” Harley-Davidson had been watching the COVID-19 contagion carefully, taking proactive measures in the interest of health and safety of its employees, dealers and consumers, claims Zeitz. This includes suspending the majority of production at its U.S. manufacturing facilities from March 18, through March 29 to help support employee health and further bolster coronavirus containment efforts. Facilities temporarily suspending production included York Vehicle Operations in Pennsylvania and Tomahawk Operations and Pilgrim Road Powertrain Operations in Wisconsin. On Monday, March 16, Harley had asked employees at its Milwaukee HQ and Product Development Center to work remotely at least through the end of March. Additionally, the company is proactively working with its dealers to assess individual impacts and it encouraging dealers to follow the public health guidelines in their communities for the safety of its consumers. In accordance with social distance guidelines, all Harley-Davidson sponsored events have been cancelled until at least mid-April.

MIC GETS OUT IN FRONT OF DEALER CLOSURES

While Harley was announcing it was shutting down on March 18, the Motorcycle Industry Council, in conjunction with SVIA and ROHVA and in partnership with ARRA (Americans for Responsible Recreational Access), was petitioning the White House to protect the nearly $40 billion powersports industry during the COVID-19 crisis. “This can be done quickly, easily and without bail out,” wrote MIC/SVIA/ROHVA president Erik Pritchard. “We request that you ensure that powersports manufacturing facilities, distribution centers and the dealerships be allowed uninterrupted operation during the emergency declarations. Motorcycles, ATVs, and ROVs are used for critical daily activity including transportation, farming, law enforcement, emergency response for fires, remote rescue and military operations.” MIC requested the simple addition to the Phase 3 legislation being considered… basically giving us the same parameters as the car guys. As soon as this message was crafted and delivered to the President, Vice President, Senate Majority Leader and Speaker Of The House, ARRA stepped into action with a mass blast to its 20,000 members and a streamlined online mechanism. Dealernews then pushed the ARRA link out to our 17,000+ industry constituents. Here is where to have your voice heard on Capitol Hill: https://arra-access.com/action/

MARCH 2020

AMA ISSUES AN OPEN LETTER ON COVID-19 MEME BREAKS THE INTERNET

Although we were only half-joking when we posted our COVID-19 ADVISORY, the tongue in cheek message resonated with the readership and the ridership… even AMA CEO Rob Dingman saw it. The post has reached more than 120,000 people via Dealernews Facebook alone! In the first week since it was posted, the “Be Advised” meme was shared 2,500+ times and brought in 300+ comments. That is what you would call “engagement” on Facebook! Of course you can’t please all the people all the time… in addition to the 4,194 reactions, positive comments and shares, we did get 1 angry dislike emoji! Seriously, motorcyclists have been practicing social distancing on every ride and rather than watching the bad news while working from home, go out and ride! It is good for what ails you… and gas hasn’t been this cheap since the 1970s! https://www.facebook.com/DealernewsFan/ photos/a.195223228898/10158158066063899/ ?type=3&theater

American Motorcyclist Association President Rob Dingman issued an open letter to its members, partners and sanctioned event promoters on March 18, at the same time as MIC and ARRA were mobilizing the industry insiders and dealers. “Community is at the heart of what we do,” Dingman wrote. “As a membership organization, community is the source of our value, our influence and our power. By building our community, we strengthen our hand. With a stronger hand, we can do more for our community.

“Certainly, we have all been affected by COVID-19. Much of our AMA activity is built around events, and new federal, state and local laws and regulations are unfortunately impacting those events in big ways. Many rides and races have been postponed, some have been cancelled and others have been pared back to keep attendees and organizers safe. We encourage all AMA members and event organizers to comply with all federal, state and local guidelines.” He even referenced a meme that has gone viral (including reaching 120,000+ via Dealernews Facebook page alone). “While the meme is intended to be a humorous diversion from the anxiety caused by a global pandemic, I intend to take its advice. I recommend you consider it, too. Stay safe, plan for the future… But also join me. Get out there and ride your motorcycle.

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Harley-Davidson unexpectedly shuffled their management shortly after their quarterly financials came out, as current board member Jochen Zeitz took over as CEO and board chairman. He had a meteoric rise with German apparel outfit Puma and is the co-founder of the B Team, a not-for-profit initiative that supports sustainable business practices. “The Board and Matt mutually agreed that now is the time for new leadership at Harley-Davidson,” Zeitz claims. Zeitz will remain chairman of the board after a new CEO is to replace the departing Matt Levatich. As a passionate Board Member of HarleyDavidson, I look forward to continuing to work with my colleagues and other Harley-Davidson stakeholders to advance and deliver the Company’s strategy and execution during this important time,” Zeitz continued.

Meanwhile Michael Cave became the presiding director for The Motor Co. (company bylaws call for a presiding director when the chairman isn’t an independent director). Cave, formerly a senior VP at Boeing, has served on Harley-Davidson’s board since 2012. Matt Levatich will

assist with the transition through the end of March, the company said, adding that another announcement would be made at a later date. “Matt was instrumental in defining the ‘More Roads To Harley-Davidson’ accelerated plan for growth, and we will look to new leadership to recharge our business,” said Jochen Zeitz. “He has worked tirelessly to navigate the Company through a period of significant industry change while ensuring the preservation of one of the most iconic brands in the world.”

Former President and CEO Matt Levatich, who joined HarleyDavidson in 1994, was credited for helping Harley navigate through the ups-and-downs and changing times while preserving the brand. However, while Harley still dominates the domestic market for large motorcycles, it is encountering demographic changes in its customer base that continue to impact sales. The baby boomers who drove sales of motorcycles and other recreational vehicles for decades are aging and buying fewer new models. Harley financials reported motorcycle sales fell in 2019, despite new models and expanded overseas operations that the company rolled out to boost demand. It projected similar or slightly higher revenue of up to $4.66 billion this year. “We have a lot more work to go, and you can see that in the numbers,” Levatich said during a call with analysts the week before the announcement. “We need to accelerate our pace.”

Joining the ranks of the gainfully unemployed, Tire Maven Sukoshi Fahey is ready for the next challenge, from marketing to technical and beyond. “Just to let everyone know I am no longer with Avon Motorcycle Tyres. I would like to say how humbled and grateful I am for all the support shown by so many industry colleagues and that it has been an honor to work and represent the Avon brand for 20 years. I hope everyone will continue to support the brand that I care dearly about. Along with sales and marketing I have a lot of technical expertise in tires (40 years) and in training dealers, reps and consumers. If you need to contact me, just do so through LinkedIn or Facebook.”

James Holter steps up as Chief Operating Officer for the American Motorcyclist Association. Holter, most recently the AMA’s VP of Communications & Marketing, takes over for Jeff Massey. As COO, Holter reports to AMA President/CEO Rob Dingman. Holter, 45, has worked at the AMA for 15 years, with responsibilities in editorial, communications, marketing and membership. Prior to his work at the AMA, he was a financial journalist with a focus on Chicago’s Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

commodity and financial markets. A graduate of the E.W. Scripps School of Journalism at Ohio University, Holter has ridden and competed in various amateur disciplines for nearly four decades. He owns both street and dirtbikes, including vintage machines. “I’ve been a motorcyclist since my dad put me on a Tecumseh-powered minibike in the early 1980s, and it was a choice that fundamentally altered the trajectory of my life. I’m looking forward to my expanding role with the AMA, particularly any and all opportunities to work with those inside and outside the organization to pursue our mission,” says Holter. “James has demonstrated remarkable leadership skills as a member of our executive team,” added Dingman. “It is a pleasure to welcome him to the role of Chief Operating Officer, where he oversees the department directors who are primarily responsible for the day-to-day work to fulfill the AMA’s mission to promote the motorcycle lifestyle and protect the future of motorcycling.”

Meanwhile former AMA COO Jeff Massey moves on. “Jeff Massey served with distinction and great integrity during his tenure here,” said AMA CEO Rob Dingman. “Jeff and James Holter have worked closely together on many levels, and a seamless transition is already underway,” explains Dingman. “While Jeff is leaving AMA employment, I fully expect he will remain one of our most

active members, and we will continue to find ways he can contribute to the AMA mission.” Massey had served as AMA COO since September 2014. He will return to his hometown of Indianapolis and resume a career in education.

One more AMA move is Mike Burkeen being named Motocross Manager. Burkeen now oversees AMA MX sanctioning, working closely with AMA racers, districts, promoters and organizers. “The knowledge and experience with AMA motocross that Mike brings to the department is just what we need as we continue to evolve and look to the future,” said AMA Director of Racing Kevin Crowther. “I am confident that, with his attitude and expertise, Mike will help the AMA continue to provide the best motocross sanctioning services possible.” Burkeen has been a member of the AMA Congress and the AMA Motocross Commission for many years. Most recently, he served as general manager for the South of the Border Motocross Training Facility in Hamer, S.C. Burkeen also has experience promoting races and officiating and is one of three AMA motocross master level referees in the nation. Burkeen grew up racing motocross in the Midwest, served as the national sales and race team manager for Cobra Motorcycles and has more than 20 years of experience on the local and national racing scene. “After 40 years of enjoying motocross, I am beyond excited to give back to the sport I love,” Burkeen said. “I am looking forward to the task of helping to make AMA motocross the best it can be.” Alexandria Kovacs continues as the AMA motocross coordinator.

National Powersport Auctions (NPA), the leader in powersport vehicle remarketing services, has come a long way since its 1990 launch. What hasn’t changed in the past three decades has been co-founder Cliff Clifford in the CEO role… until now. Clifford has stepped away from dayto-day operations and Chief Operating Officer Jim Woodruff becomes the second CEO in NPA history. “After 30 years at the helm of this amazing company there comes a time to pass the torch, and I feel that starting a new decade is the proper time to make such a change,” says Clifford. “The management team and I have been laying the groundwork for a transition for quite some time.” After starting as the Chief Technology Officer in 2003, Woodruff has helped guide the company for the past 16 years, including serving as COO the last 10 years. Despite turning over the reins, Clifford isn’t going riding every day just yet! “I will still be actively involved as Chairman of the Board and will work with the executive team on strategic projects going forward.” Woodruff adds, “It has been a great ride so far and I’m looking forward to clicking it up another gear. Companies don’t do things, people do… and Cliff has created a culture of success driven by an amazing and talented crew. With outstanding people come outstanding results and the entire NPA team will remain dedicated to the innovation and superior service the industry relies on every day.”

In addition to his new role with NPA, Jim Woodruff was recently re-elected to his third term on the Motorcycle Industry Council’s Board of Directors, demonstrating his commitment to the industry that is both his profession and his passion. “We are all in this industry for the right reasons… I think that people in powersports, whether they’re consumers or working in the industry, are driven by dreams and desire, not necessity or greed,” says Woodruff, “My goal is to make sure NPA specifically and the industry as a whole continues to innovate and succeed.”

Veteran moto-journalist Kevin Duke is back in the saddle as Brand Manager for CSC Motorcycles. He will be fulfilling key marketing, public relations and media relations roles, as well as directing the brand’s content creation and social media presence. “We are very excited to welcome Kevin into our CSC family,” says CSC president Steve Seidner. “With his extensive motorcycle experience and marketing background, we know he will elevate CSC Motorcycles to another level and give us an opportunity to reach riders who haven’t yet been able to learn about

our bikes.” Duke has more than 20 years of motorcycle journalism experience, including stints with Motorcyclist, MotoUSA and more than a decade as Editor-inChief of Motorcycle.com. “I’m delighted to join the CSC Motorcycles team,” Duke adds. “I was intrigued after learning about CSC and their products, but what really hooked me was the ethical attitude exemplified by this family-operated business. They deeply care about the people in their orbit, and that holds true for their customers. After examining their business model, it became obvious that my skills are a perfect fit for CSC’s needs.”

Zack & Ari Make A Porno, Part II — after a recent hitch with the MotorTrend Network folks, Ari Henning, Zack Courts and producer Spenser Robert are back in the moto-biz. The crew has joined the Comoto media team (Comoto is parent company to the Cycle Gear chain of brick & mortars, J&P Cycles and RevZilla). “With their abilities as riders and writers and working both in front of and behind the camera — we’ve already tapped their talent for the Highside/Lowside video and podcast — expect to see Ari, Zack and Spenser expanding, diversifying and raising the bar on RevZilla’s original content in all forms,” claims Comoto CEO Ken Murphy. “These three gentlemen are amazing ambassadors for the sport of motorcycling, and I couldn’t be prouder to call them my friends,” added RevZilla Director of Content Programming Spurgeon Dunbar. “And as of today, I am also fortunate to be able to call them my colleagues.” The three will work out of a new satellite office in Southern California, expanding and diversifying Comoto’s West Coast presence.

As Zack, Ari and Spenser were joining the team, longstanding front man Lemmy was leaving RevZilla. “Did RevZilla do me dirty? Have I just had enough? Is there a juicy story you’ll never hear? The answers are all no,” posited the big guy. “The truth in this case, as usual, is not very interesting. Plainly, RevZilla has changed a lot, and so have I… I’m not trying to be cryptic. On the macro end of things, the motorcycle industry and the American economy both concern me, especially as a guy who makes his living selling stuff primarily to American motorcyclists. I’m Lem, and I’m outta here.”

“We need aggressive, industry passionate leaders who can drive our business,” says Maxxsonics President and CEO Alden Stiefel, “We have really been focusing on creating a culture that is youth-spirited led, but also demonstrates great experience and knowledge on all phases throughout the industry, Maxx Stiefel will become our tip of the spear in this company culture movement.” Stiefel has been promoted to VP/GM of the powersports and marine audio leader. In his new role, Maxx will be overseeing the company’s business initiatives while working with overseas vendors and project management. “In my time at Maxxsonics, I have focused on the Finance and Business Analytics groups,” says Stiefel. “This includes our 2019-2020 work in preparing Maxxsonics for ISO. Our US and foreign based team for real growth within our core aftermarket and OEM business.” Maxxsonics is home to Hifonics, MBQuart and Crunch among other brands.

MARCH 2020

online parts request program, F&I services and plenty of inventory listed online. “We continue to lead the country in Triumph, Ducati and Royal Enfield sales and plan to stay that way, whatever the ‘new norm’ may be.” Necessity being the mother of invention, Southern California Triumph & Off-Road as it was originally known, has always had to think ahead. “I was riding trials back in those days, so hanging a Beta trials bike from a support beam was one way to maximize floor space.” He also was the largest stocking Arai dealer on the West Coast because it was the most profitability per square foot he could pack in.

SOUTHERN CALIFORNIA MOTORCYCLES

A 20 Year Commitment To Excellence By Robin Hartfiel

hen Tom Hicks first strapped on his tool belt and framed out his little shop himself, few, including the banks, had any idea where Southern California Motorcycles would end up. Starting with just six motorcycles and 3 employees, the little shop that could ended up winning Dealernews’ “Best Use Of Space” honors in its first full year in operation. A succession of franchises and additional buildings followed, as did the OEM accolades including being named the Ducati Dealer Of The Year and then Triumph Dealer Of All Time! “The World has gone a little crazy lately, but we’re still here,” said Hicks somewhat prophetically the Thursday before the COVID-19 mandated shutdowns. “We’re still the #1 Triumph Dealer of all time and we are currently number one in North America… we’re still selling motorcycles, riding them and having a lot of fun.” Seeing the writing on the wall Tom pointed out that they have always had online service scheduling, an

“With the help of Sammy Tanner, who was a friend of mine before I opened the store anyway, we had a whole room full of Arai helmets.” Like most everything Tom has set his mind to, the little shop that could “did a whole lot of Arai business over the years.” He has since added Ducati-branded helmets from other manufacturers as well as bringing in HJC for the mid-price market. As business succeeded, Tom reinvested in the operation and added adjoining buildings with additional franchises. “We have always had pre-owned because the banks wouldn’t front me more money for new bikes,” he quips. Pre-owned has always been considered a “brand” unto itself. “Each one of our brands is set up as a separate franchise,” complete with its own standalone entrance, totally different look and feel… even the staff is brand specific. “This is all done with the enthusiast in mind,” explains Hicks. “If you are a Ducati enthusiast and you come to a dealer for the first time, you don’t want to trip over 15 Triumphs and 18 Hondas to get to your beloved Ducati buried in the back corner with a couple of T-shirts.” Hicks begins to get animated

as he speaks. “No! My expectation and the way I have set up every one of my franchises is that if you are an enthusiast of that brand when you walk in, your legs are going to get weak and you’re going to instantly think oh my God, I’m never going to need to go anyplace else again!” Hit them straight between the eyes as soon as they clear the threshold. “It is all built around the enthusiast,” he exclaims, now totally fired up. “Each one of my franchises is named differently — Southern California Triumph, Southern California Ducati, Southern California Royal Enfield, Southern California Suzuki and now, Southern California Giant. All of them collectively fall under the Southern California Motorcycles umbrella, but all are completely unique.” About the eBikes, stay tuned for the next issue for Tom’s take on Giant and the opportunity to become a powersportsbased test bed for Giant eBikes. “This year Triumph came out with an electric bicycle… Ducati came out with three electric bicycles, Yamaha has electric bicycles, Harley-Davidson has been spending millions of dollars with their electric division, including the acquisition of STACYC… the list goes on.

“I thought to myself, ‘wow, maybe for the first time in business I could be on the tip of the sword instead of just having it hanging over my head. So, I got together with the Giant people at the IMS Long Beach Motorcycle Show… saw Eddie Lawson and Eric Bostrom who I have known for years standing there and I asked them what they were doing there. Next thing you know, I’m talking to the Giant Electric Bicycle people. Now we have opened Southern California Giant Electric Bicycles and it is a complete — and the only one in the United States — and exclusive Giant Electric Bicycle franchise built into a motorcycle complex.” Different times call for different strategies, even branching into eMTBs if that is what it takes. “With the changing of our society and the changing of buying habits… frankly the changing of motorcyclists, there has clearly been a changing of the guard. I perceive that it happened sometime around the Recession. Baby Boomers officially, for all intents and purposes, handed off motorcycling to the next generation and the newer generation’s buying habits are diversity different! Continued on page 22

MARCH 2020

Continued from page 21

“Even their riding styles and tastes are different than us Baby Boomers,” he notes. “Trying to stay ahead of that curve is a real challenge, let me tell you!” In 2003 Southern California Motorcycles was name Best New Ducati Dealer In The U.S. and by 2007 they were the #1 Ducati dealer in the nation. The following year they went on a 10-straight year roll of being the #1 Triumph Dealer in the U.S. while remaining top 5 with Ducati consistently. “We have been top two or three with them ever since.” “We’ve been the number one Triumph dealer in North America for a decade and the #1 Triumph Dealer Of All Time, something that I have to say I have the utmost appreciation for my customer base and Triumph for recognizing what we are all about… it has been a great ride.” With 6 Triumphs, some T-shirts, three employees and a vision, the store opened on April 4th, 2000. “I didn’t have money to put things up on the walls so Hector Cadematori put up a gallery of his artwork on the walls, so the dealership looked really nice for the grand opening.” Those Cademartori originals have been replaced by ten straight Triumph #1 awards, a baker’s dozen Ducati honors and even the original eight Top 100 plaques and a couple framed Dealernews covers.

The Midas Touch Timeline April 4th, 2000 Southern California Triumph opens its doors… 16 months later named the #1 Triumph dealer in the U.S. 2000 Southern California Pre-Owned opens 2002 Top 100 Dealer April 2003 Southern California Triumph expands and adds Southern California Ducati. 2003 Top 100 Dealer 2003 Ducati North America names its “Top New Ducati Dealer in the U.S.” The company continues to rank as one of the top selling Ducati dealers in the U.S. to this day 2004 Top 100 Dealer August 2005 Victory motorcycles added. Southern California Victory offered total commitment to the brand in the same fashion as Southern California Triumph and Southern California Ducati 2005 Top 100 Dealer Special Merit Award (Best Use of Space) 2006 Top 100 Dealer Special Merit Award (Best Use of Space) 2007 Southern California Ducati ranked #1 Ducati dealer in the U.S. 2008 Top 100 Dealer 2008 Ranked #1 Triumph dealer in the U.S.

2008 November Dealernews Cover Dealer 2009 Top 100 Dealer 2009 Ranked #1 Triumph dealer in the U.S. 2010 Ranked #1 Triumph dealer in the U.S. 2011 Southern California Royal Enfield opens. Now #1 dealer in the nation for Royal Enfield 2011 Ranked #1 Triumph dealer in the U.S. 2012 Ranked #1 Triumph dealer in the U.S. 2013 Ranked #1 Triumph dealer in the U.S. 2014 Southern California Suzuki opens 2014 Ranked #1 Triumph dealer in the U.S. 2015 Ranked #1 Triumph dealer in the U.S. 2016 10th year in a row for Southern California Motorcycles to rank #1 Triumph dealer January 2017 Polaris ceases the manufacturing of Victory motorcycles. Southern California Motorcycles continue as a Victory dealer to service and support its extensive Victory customer base. 2017 Southern California Ducati gets total dealership remodel 2020 March Southern California Giant eBikes Opens

515 West Lambert Rd. Brea, CA 92821 Phone (714) 256-6700

www.socalmotorcycles.com

The CANsmart™ Controller provides plug-n-play installation of up to four accessories to enable dozens of customizable settings that can be controlled right from your bike’s original switches or our Accessory Manager Software. www.TWISTEDDISTRIBUTING.com DEALERS@TWISTEDDISTRIBUTING.com DEALERS@TWISTEDDISTRIBUTING.ca

BEATING THE VIRUS 10 Ways To Protect Dealerships In The Post-Coronavirus Era

By Jared Burt

national emergency has been declared and most retailers have still not taken significant measures to mitigate the risks of an infectious disease outbreak. OEMs and other B2B firms are scrambling to navigate through work-from-home and travel policies. But what should dealers do? Automotive, powersports, RV and other dealerships are simply not prepared for a pandemic. No one saw this coming. But it’s not too late to get organized and do the right thing. With some proper prophylactic measures dealers can survive the virus and come back healthy. The Post-Coronavirus Era Obviously, consumers are more likely to stay away from nonessential public places during an epidemic escalation such as the unprecedented case of novel coronavirus. Shopping for a motorcycle, side-by-side, boat, RV and even cars becomes non-essential compared to medicine, toilet paper and Hot Pockets. Parts and accessories are more likely to be purchased online. Customers will delay service visits or start performing their own vehicle maintenance at home. Even after the coronavirus dust settles in an unknown period of weeks or months, there is substantial risk that hesitancy to frequent public venues will persist or potentially become the new norm. This is a huge cultural shift to address. Welcome to the Post-Coronavirus Era! Customer behavior based on fears can be overcome as dealers and OEMs proactively remove threats. The initial reaction will be to slow down the flow of inventory and consider options to cut potential losses. Although these countermeasures may be necessary in the short-run, OEMs and dealers that prioritize a customercentric strategy to maximize employee and customer safety will earn trust and be rewarded with sales. We’re not just talking about a need for a short-term fix in reaction to coronavirus here. A dramatic pivot in the dealer model will be necessary to thrive in the future. Dealer’s Coronavirus Nightmare Dealerships in the Seattle market were among the very first in the nation to experience the effects of a coronavirus outbreak. A dealership employee at a Seattle-area dealership was a confirmed to have contracted coronavirus a full week before most of the other outbreaks. The dealership

responded by closing over the weekend. They sanitized the entire store and confirmed that other employees did not have any symptoms before opening again. Good first steps… but not nearly enough! Three days after reopening, I contacted the dealership’s service department to inquire about servicing my vehicle. Expressing that I was uneasy bringing my vehicle to the dealership, I requested pickup and delivery service. The Service Advisor was very courteous but stated they “do not have that option available” and that I would “need to bring my vehicle in for the service or talk to management.” Unfortunately, I was not convinced that I should visit the dealership. I went from being hesitant to being uncomfortable and ultimately unwilling to go to the dealership even though they claimed to have sanitized the shop and quarantined the tech. And, instead of “talking to management” I offer this challenge and call-to-action to both dealers and leaders at the OEMs. Dealer Action Plan Implementing a comprehensive customer and employee safety program will save lives while providing the best possible service to customers. Dealers have the opportunity to be heroes to their customers. Every motorcycle, automobile, powersports, marine and RV dealership has the talent and resources available for immediate action. If you haven’t already, the time to act is now. This is your moment of truth! Although concentrated outbreaks may force dealerships in affected areas to close temporarily, dealerships that remain open for business must take proactive steps to provide the highest possible safety for employees and customers. Dealerships that are able to remain open during an infectious disease outbreak, such as the current global epidemic, should seriously consider implementing the following: No “Gold Star” for Perfect-Attendance: Dealership policy prohibits employees to come to work with symptoms of any illness. The badge of honor for employees showing up for work sick is history. Sanitary Dealership: A Dealer Sanitation Specialist provides ongoing sanitation of all high-traffic areas including doors, counters and check-out stations. Hand sanitizer, disposable gloves and other supplies are replenished as needed. This might be an employee walking around in white gloves with Clorox Bleach wipes and other sanitizing supplies. Smiling In — Hugging Out: Handshaking, hugging and fist bumping are strictly prohibited. Leave No Trace: Dealership employees operating customer vehicles will wear disposable gloves that are discarded after handling a vehicle. Virtual Showroom: Dealers that think they have this today are wrong. No dealership has an acceptable Virtual Showroom in 2020, and that needs to change fast. A virtual showroom must include virtually “everything” in the dealership. Every item (including vehicles, accessories, parts, apparel and service jobs) available for sale in a dealer’s inventory must be represented online, in real-time. Customers should be able to quickly identify that the dealership has a winch kit for their Kawasaki Mule in stock, what the installation cost is and

when it could be installed. In addition, customers should be able to purchase or reserve every item in inventory (including vehicles) online. Virtual Advising & Sales: All dealer salespeople are available through FaceTime, Google Hangouts or other customer preferred platforms to provide personalized virtual shopping and advising experiences. This is not limited to the Sales Department. Every Department needs to provide this experience. “Smart” dealers will provide this level of virtual accessibility. Eventually, virtual reality headsets integrated with dealer showrooms will provide another option for a selfhelp experience without a live dealership associate. Scheduled Shopping Sprints: When customers prefer or need to visit the dealership, scheduling appointments (especially for vehicle purchases) is even more important now for “crowd control”. It should be unacceptable for customers to spend more than 60 minutes at the dealership. The 6-hour used car buying process is unthinkable now. Close The Doors On The Open House: Dealers and customers love open houses with free hot dogs and cookies. This virus marks the end of dealer events where the goal is to pack as many bodies in the showroom at one time as possible. Personalized experiences are the future. Dealers should provide scheduled personalized experiences for customers to engage with their products. Local Pick-Up & Delivery: It now needs to be easy for customers to purchase vehicles, parts and accessories from dealership inventory with same-day delivery service (within specified proximity to dealership). All products in the dealership are available for this service whether you’re buying a new Indian Scout, a roof rack for your RZR or just need a gallon of XPS snowmobile oil. Mobile Tech Service: Mobile tech service is when a technician performs maintenance or simple repairs where the customer’s vehicle is. When needed, the technician will provide pick-up and delivery for more in-depth repairs, maintenance and installations. This should be an option for every customer, every time. This list of 10 things may seem overwhelming. A plan of action should be created to implement as much as possible now while providing clear communication to employees and customers. There may be some things that require collaboration between OEMs and dealers to execute.

The most prudent action during a concentrated local outbreak may be to temporarily lock the front doors. In the case that customers are not able to visit retail locations due to voluntarily or mandated restrictions, that doesn’t necessarily mean technicians and supporting staff won’t be able to continue servicing customers from the dealer’s facilities with elevated precautionary measures. Virtual-Mobile Dealer Solution Even if the front doors are locked temporarily, purchasing will be enabled by virtual-mobile dealer services. Creating this hybrid digital-physical ecosystem provides the solution for dealers to survive in a time of crisis and thrive after a major cultural shift. Customer adoption of these dealer services will be greater if they are implemented now (before a voluntary or mandated closure results in a lapse in dealer services). Immediate investments in redeploying dealership resources to provide the highest standards of safety for customers and employees is a bold step that OEMs and dealerships should prioritize and customize for their customer’s specific needs and dealership capabilities. OEMs should partner with their dealers and to implement best practices on a national level and provide support by training dealers, helping implement these services and executing a robust communication plan that informs current owners and potential customers. Brands and dealers have the opportunity today to become heroes to their customers. Dealers shouldn’t wait for OEMs to tell them what to do. OEMs can’t assume all their dealers have got this. Who will lead the way?

Jared Burt is the co-founder and CEO of HeroHub®, home of DealerHero®. Jared is the former owner/operator of a Top 100 winning multi-line powersports dealership, and leader at a major powersports OEM for a combined 24 years in powersports. He is an adjunct professor of business at BYU-Idaho. Contact Jared at jared.burt@herohub.digital. Twitter @jrdbrt MARCH 2020

Dealernews Research By Dr. Paul Leinberger

TRANSFORMING AN ICON It’s In The Genes?

“

ew brands are as iconic as ________ , and ________ is one of the oldest companies in America. It was a brand I grew up with and had an emotional connection to. The story of its founding is well known.” Fill in the blanks. What company is the quote talking about? The quote could easily have been about Harley-Davidson, one of the world’s – not just America’s — most iconic brands. Moreover, its unique power is that consumers have an emotional connection to it. Very few brands have ever reached that exalted status. The quote, however, is not about Harley-Davidson, but rather Levi’s and Levi Strauss & Co. The quote comes from Chip Bergh, the President and CEO of Levi Strauss & Co., who took over at Levi’s when the company was in a very similar situation to today’s Harley-Davidson. Sales had peaked at $7 billion in 1997 and then fallen to $4.1 billion by 2002. In the first decade of the 21st century, sales never exceeding $4.5 billion. Nothing management did to grow the business worked, and one of the world’s most storied brands was in grave danger.

No, Levi Strauss & Co. was not about to go bankrupt. Just like Harley, its top line revenue numbers were strong. However, it was not growing; it was treading water… And just like Harley today, its’ reputation was in jeopardy. Other companies were taking their brand share and worse, consumers were beginning to think of Levi’s as a has-been. Young people, especially Millennials, were no longer buying Levi’s… sound familiar, Mr. Harley Dealer? Levi Strauss & Co. was at a turning point. It had to find a way to grow or be relegated to the dustbin of history. Chip Bergh, who had made a name for himself by putting up big numbers running the Gillette division of Procter & Gamble, wanted to take on the challenge: “I saw it as a noble cause. I wanted to leave a legacy and make the company great again.” Under Bergh’s leadership, Levi Strauss & Co. is on the way back. It is growing again and more importantly, it has become a “hot” brand – the kind of brand teenagers and young adults want to be seen in (“Look at my drip in these Levi’s”). Anyone who has been to Europe recently knows what I mean: walk the streets of Berlin or Stockholm and you see the Levi’s brand everywhere. How did Bergh do it and what lessons can Harley learn from the Levi’s experience? First, Bergh did what Procter & Gamble executives have always done (when faced with product challenges). He went on a “listening tour.” P&G relies heavily on what they call “in-homes” — In-homes are visits with consumers in their homes. Not focus groups and not quantitative surveys. Senior executives – including the CEO and his/her senior team – make personal visits to homes of consumers who may or may not own/use their product(s). How about an “in-dealership” tour by Harley’s CEO and senior executives? Bergh went all over the world and asked consumers about their lifestyle and interests. Later in the discussion, he would ask them if they owned Levi’s and if they did, how they used the product and how they viewed the category. In the process, one consumer told him: “You wear other jeans, but you live in Levi’s.” So powerful was that revelation that it has become their advertising tagline: “Live in Levi’s.” That is lesson No. 1: Begin by listening to consumers. Yes, talk to Harley owners and intenders, but also talk to consumers who have never owned a motorcycle. Find out how they live their lives and what they want and need. Bergh learned, for example, that consumers are looking for authenticity and want a brand that stands for something.

Go to the homes of riders and non-riders and find out about their lives and the brands they use. My bet is that Harley’s new chief and his/her management team will be pleasantly surprised by the insights they’ll gain. Who knows, they might come away with a new advertising tagline? Second lesson: Bergh knew that to turn the company around, he needed more than consumer insights and a new tagline – important as those are. He needed a new strategy. So, he spent the first six months of his tenure studying the company’s history, spending at least an hour each with the company’s top 60 executives, asking the advice of his retail partners, slicing and dicing the financials looking for ways to grow revenue and profits, and doing numerous company-wide “town halls.” All became input that would result in a four-part strategy: 1) Build our profitable core 2) Become a leading omnichannel retailer 3) Achieve operational excellence 4) Create an innovation lab

What was most important about the strategy was its simplicity. It was memorable and easy to understand. Everyone knew where they fit in and everyone had a stake in bringing the strategy to life. The strategy was premised on an insight that came from talking to consumers: Find the right balance between highlighting their heritage and being contemporary. As Bergh explained it: “If a seasoned brand dwells too much on its history, it can feel old and dusty. But if you disregard your history, you’re walking away from one of your strongest assets.” A wonderful lesson for Levi’s, and, I think, a good piece of advice for that other American icon – Harley-Davidson. Levi Strauss & Co. is growing again because their products are relevant with consumers. They are working closely with their retail partners and they are known for their bold marketing and new retail experiences. They are successfully “transforming an icon” (which, by the way, is the title of their 2019 Annual Report, available on their website: https://investors.levistrauss.com/financials/ annual-reports/default.aspx). For Harley, learning from the recent experience of Levi Strauss & Co. is a good place to start.

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

MARCH 2020

Dealernews Research By Lenny Sims

BY THE BOOK

NADAguides Market Insights Power The Market Values

ccording to our friends at Morningstar, “Cooling worries about potential trade war damage and geopolitical concerns, as well as multiple rounds of Federal Reserve interest-rate cuts in 2019, resulted in a bull market for both U.S. stocks and bonds in fourth-quarter 2019.” The bond market was mirrored by a bull market in powersports and we remained “cautiously optimistic” transitioning from Q4 2019 to the new decade… Then we all got bit by the COVID-19 bug! First it was Chinesesourced powersports products seeing production halts and import restrictions, then Italy shut down production of everything from Aprilia to Vespa followed by Germany/ Austria shutting down Husqvarna and KTM and on May 18, Harley-Davidson saw a confirmed case of the Coronavirus at its Pilgrim Road plant which resulted in The Motor Company ceasing production altogether.

Since all bets are off as to how long it will take the pandemic to run its course and how long we will be facing a bear market, the best we can do is look at last year’s numbers and hope we get back to business sooner than later. Looking at last year’s motorcycle values, cruisers performed strongly, bringing 4.1% more money in the first 10 months of 2019 than the same period back in 2018. Sportbikes edged out year-prior results as well, with this segment bringing 4% more money. The SxS market was up… and down as the utility segment fell behind the previous two years by roughly 3.3%. Meanwhile Sport UTVs experienced a healthy summer surge, almost catching up to year-prior pricing. This segment finished on par with 2018 in terms of average pricing.

Even though it is an election year, which historically means a slight slump, the employment rates were good, the stock market booming and we were starting to see some light at the end of the 2019 tunnelâ&#x20AC;Ś then everything came to a crashing halt in Q1.

Demand for motorcycles and powersports products was set to remain consistent throughout early 2020. Maybe used bikes are the cure for COVID-19 or dealers will be able to sell enough new units from virtual showrooms and free home delivery to offset some of the slowdownâ&#x20AC;Ś but for how long?

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

J.D. Power/NADA Guides, Inc. 3200 Park Center Drive, 13th Floor Costa Mesa, CA 92626 (800) 966-6232 Fax (714) 556-8715 www.nadaguides.com/Motorcycles MARCH 2020

HONDA 2020 FOREMAN, RANCHER & RUBICON ROLL OUT Simplify, Simplify! By Robin Hartfiel

enry David Thoreau wrote “Our life is frittered away by detail. Simplify, simplify.” Rather than overthinking all the options and variations of the 2020 Honda ATV line-up, perhaps dealers should focus on the simple fact that ATVs continue to sell, and sell well! In fact, Honda remains #1 in 400cc-600cc multipurpose ATV sales.

Photos by Kevin Wing

MARCH 2020

Honda dealers and the media first saw the 2020 ATV lineup during the Power Lab presentation in Texas last fall, but frankly the opportunity to pilot the Talon around the TexPlex track far over-shadowed the new Rancher, Rubicon and Foreman by a country mile! It shouldn’t have though. More than 2 million Ranchers and Foremans have been sold in the U.S. Recognizing our obvious infatuation with the Talon (https://issuu.com/dealernews/docs/issue__8_final/50). We headed off to the Tanque Verde Ranch outside Tucson to learn the facts and features of the newest ATVs. Made in the same Timmonsville, South Carolina, facility we toured back when the Talon was rolled out (https://issuu. com/dealernews/docs/issue__4_final/52). “Let me give you the simple elevator pitch,” said Honda’s 4W media coordinator Ben Hoang (not sure why he was looking at me when he said that). “Honda’s ATV lineup is the industry’s most popular, offering models that are ready for hard work and serious play, and they are user-friendly… simple enough?” “Honda’s history in the ATV market is unmatched, thanks in part to a consistently strong lineup of capable, versatile models,” said our host at Tanque Verde Chris Cox, American Honda’s Manager of Experiential Marketing/Public Relations. “For 2020, we’re excited to offer significant improvements to our three most important models, which now perform better than ever.” The biggest change for all 2020 Foreman, Rubicon and Ranchers is an improved reverse lever, making the process of changing directions easier than ever, according Hoang. “In

addition, all three now come with racks that readily accept Honda’s new Pro-Connect line of modular cargo accessories. Although not necessarily simpler, bigger is still better as a selling point, so the Foreman and Rubicon both get larger engines for increased power. To their credit, the team at Honda is trying to simplify their range of top-selling ATVs. No really, they are despite the fact that there are seven variants of the TRX520 Rubicon and eight models with multiple colorways and trim options for the 2020 Rancher (see Cracking The Code sidebar). And credit where credit is due, hopping on the machines you can instantly ascertain whether it has the IRS suspension or the swingarm and engaging the gear clues even editors in as to which transmission option is equipped on the unit you are riding. Speaking of riding, the morning session focused on chores around the ranch. Pulling a harrow around the ring or trying to back a trailer loaded with bales of hay into a narrow chute helped demonstrate the versatility, torque and power of the bigger engine in the Foreman and the Rubicon and the easier to use reverse set-up on all three models. All the journalists except for one notable bleary-eyed exception were able to excel at the working portion of the program. Then it was off into the Saguaro Cactus forests of the spectacular Sonoran desert! Kevin Wing is one of the world’s best motorsports photographers, but even he couldn’t do the cactus forests full justice. The simple joy of riding in this amazing area reminded several of the journalists why they started on ATVs in the first place. Honestly, I couldn’t tell you if the 42cc bump in displacement really made a difference as I frittered the day away on the trail.

On the trail, I can tell you the details and complexity of the tech specs were magically filtered away. The simple message is that the Hondas work well for work or play. However, we had to pin Ben down for some real take-aways before riding until it was too dark to shoot any more photos. So here are the Cliffs Notes version of what each of the three Honda ATV families offer: The 2020 Honda Rancher is the value play for farmers and ranchers with these basic bullet points: • Torquey 420cc Single • Wider front driveshaft guards • DCT and ESP models get new reverse lever • DCT models have new shift logic set-up • New Pro-Connect racks • Added storage The Foreman and the Rubicon share the DCT & ESP benefits, including the reverse lever, as well as the Pro-Connect compatible racks. New for these machines are: • 518cc single (bumped from last year’s 475cc displacement), said to offer even more low and mid-range torque. • New grilles • New axle guards • Updated lights Bottom line? Henry David Thoreau was on to something with his simplify philosophy. Distilling the Rancher, Foreman and Rubicon down to essence of why they are the dominant players in the 400cc-600cc multipurpose ATV field is simple: they work (and play) well… okay, so the big conclusion sounded much better after a couple too many cactus apple margaritas. The sobering truth is that they sell, and sell better than all the competition.

Cracking The Code!

rying to figure out the differences between the Foreman VS Rubicon VS Rancher? So was I! It wasn’t just the cactus apple-infused margaritas at Tanque Verde Ranch’s Doghouse Saloon either. Although Honda has been been trying, consolidating their ATV model lineup, discontinuing certain ATV offerings and reducing model variations in recent years, it was still enough to give me a headache. Actually, Honda has done a decent job of streamlining and “rationalizing” its ATV range. However, dealership personnel can still be forgiven since there are seven variants of the TRX520 and eight models with multiple variations of the 2020 Rancher. Fortunately for simple-minded magazine hacks, HondaPro Dealer Training has a cheat sheet to cracking the code. The set of letters at the end of the model code indicates the drive and transmission type, according to the HondaPro tip. There are 5 transmission options: TM= 2WD Manual TE=2WD ESP FM=4WD Manual FE=4WD ESP FA= 4WD DCT Automatic The number at the end of the model code indicates the suspension type, since there swingarms and IRS options (just don’t ask what happened to 3 and 4): 1=Swingarm 2=Swingarm EPS 5=IRS 6=IRS EPS So in the example HondaPro offers: TRX420TM1 It is a base 420 Rancher with a “TM” 2WD Manual Transmission and a “1” swingarm instead of the EPS or IRS option. Simple, no? Okay, it gets more complicated. Take the FourTrax Foreman Rubicon DCT EPS Deluxe (TRX520FA7) for example. First there are actually four Rubicon’s: Rubicon DCT EPS (TRX520FA6), Rubicon DCT (TRX520FA5), Rubicon 4x4 EPS (TRX520FM6) and the aforementioned TRX520FA7. Exactly what is a TRX520FA7L? It is a 520 Rubicon Deluxe Four Wheel Drive with a DCT Automatic transmission with EPS and is a 2020 model. TRX = ATV / 520 = 520cc / F = Four Wheel Drive / A = Automatic DCT / 7 = will always mean it’s a Deluxe and by default has DCT, IRS and EPS / L = 2020. Got It? Continued on page 34

MARCH 2020

WHAT THEY SAID The 2020 Honda Rubicon 520 Deluxe DCT / EPS… The baddest and most expensive 4×4 utility ATV that Honda has ever built! Is it worth the hefty pricetag though for all of the technology Honda is cramming into this four-wheeler for 2020? Cut to the chase: Yes! ~ HondaPro Kevin The Honda Rubicon is a standard in the industry, and this latest version is just the best version of the Rubicon yet. I like the boost in power, ground-breaking improved reverse engagement system, and added storage on the 2020 model. I appreciate the fact Honda regularly updates its ATV models in order to continually make them better. I appreciate the look, feel, and capability of the Rubicon. Then there is the level of quality Honda is known for that is obvious on the Rubicon and every other ATV in the Honda lineup. The Rubicon is just a solid all-around ATV. ~ Casey “Air” Cordiero ATVEscape.com Overall, this trip alone has reignited the reason I like to ride off-road. I started riding ATVs very young and it is so much fun to have a machine that has enough power to give you that working capability as well as the ability to stretch that envelope a little when you just want to squeeze the throttle all the way to the stop. The 2020 Honda Foreman and Foreman Rubicon are great examples of well-built products that should provide years of fun and excitement to many in the process. ~ Rick Sosebee ATV.com Many people who buy Rubicon’s aren’t as concerned about horsepower as I am. In fact, most Rubicon buyers would put horsepower way farther down the list of buying criteria than I ever would, which means while 30 hp wouldn’t cut it for me, it is not a problem for others —and I can accept that. Honda has done a great job of giving both current Rubicon owners and all ATV buyers shopping in the 500 class a real reason to take a look at the 2020 Rubicon 520. The updates aren’t just fluff… they are legitimate improvements that make the Honda 520 a better ATV for any user and any purpose. For any buyer out there looking for a top quality, dead reliable, good performing vehicle with a geared transmission that also rides and handles well, I honestly can’t think of a better option than Honda’s new Foreman Rubicon 520! ~ Luke Lester DirtTrax TV

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Partners With Intense To Launch eMTB Line Page 39

THEY SAID THERE WOULD BE CAKE Fast Company Goes Electric

Page 39

APPEALING TO MILLENNIALS

Damon Cracking The Code? Page 38

CURRENTS+

APPEALING TO MILLENNIALS

One of the biggest challenges the motorcycle industry has faced is the relatively lower numbers of young motorcycle riders in North America, especially Millennials. They just haven’t been buying bikes like their parents and grandparents did. In 2018, the median age of motorcycle buyers was 50 years old, according to a MIC survey. “As avid riders ourselves, we decided to build a motorcycle that’s safer, smarter and fully-connected to match the technology-focused lifestyles of this younger generation,” explains Damon Motorcycles Chief Technology Officer, Derek Dorresteyn. “For electric motorcycles to go mainstream, they have to outperform their internal combustion counterparts.” In fact, the majority of Damon Hypersport pre-orders are from young riders ages 25-34 years old. “It’s too early to say that we cracked the code, but we think we’re definitely onto something here.”

HERO INVESTS $1 MILLION INTO EV SOLUTIONS

In addition to pursuing Rally racing, Pawan Munjal, chairman and managing director of Hero MotoCorp, has invested $1 million into Ola Electric Mobility through his family trust. Hero MotoCorp, which sells one out of every two motorcycles in India, stated it would spend Rs 10,000 crore on alternative mobility solutions. The Pawan Munjal Family Trust has been allotted 18 preferred shares of Ola Electric Mobility. In addition to the funding from Hero, Ola raised $250 million from SoftBank, valuing the company at close to $1 billion. Ola will initially place 10,000 E-rickshaws into service in the next 12 months. India has been actively pushing for electric vehicles in a bid to bring down oil imports and curb pollution. The intent is to electrify all new vehicles by 2030 and the government is asking motorcycle and auto OEMs to draw up plans for electrification, in line with its commitment to the Paris Climate Change Treaty.

LEMAN’S LAUNCHES EMTB LINE

THEY SAID THERE WOULD BE CAKE…

Who knew Fast Company would take the CAKE electric motorcycles to the top of their list? The Swedish eMotorcycle company named one of the Most Innovative Transportation Companies 2020 by Fast Company… The only 2 wheeled company to make the list. Fast Company’s “Most Innovative” list honors businesses making a profound impact on both industry and culture. “By establishing new categories of vehicles, combining excitement and responsibility, and serving a variety of different user groups with specific needs, CAKE aims to be a point of inspiration for people across the globe to speed up the journey toward a zero-emission society.” “It is an extreme honor to reach through to the jury in the haze of zillions of interesting transportation initiatives happening around the globe,” claims CAKE CEO Stefan Ytterborn. “And considering the variety of companies in the category, including space, aero, automotive, public transport, rail, digital and more, it’s extra rewarding that an electric motorcycle explorer has made it to this list,” he remarks. “This is the kind of boosterism that brings the team to the next level. Thank you, Fast Company!”

LeMans Corporation shocked Parts Unlimited and Drag Specialties dealers at this year’s NVP by announcing they were entering the eBike business. Electric Mountain bike innovator INTENSE showcased their new moto-inspired concept eMountain bike. A forum was then provided for dealers and vendors to share their experience and opinions on this emerging market. The INTENSE Tazer MX E-bike certainly sparked a number of discussions in Louisville, as the e-mobility category gains a foothold in Powersports dealerships across the country. “Pedal-assist bicycles are quickly becoming a significant segment in our industry,” said Jeff Derge, VP of Sales for LeMans. “Many of the motorcycle OEMs are now selling E-bikes in Europe and the U.S. and offering models that cover many riding styles. E-MTB, Road, Gravel, Commuter and Urban are some of most popular styles that are interesting for the Powersports channel.” INTENSE CEO Jeff Steber added: “We have always engaged in and been inspired by motorsports with motocross and off-road motorcycling closely tied to our company’s history and products. With the development of the Tazer, we created a true E-performance category in bicycling – innovating how eMTB’s ride and perform while elevating the overall performance of the entire segment. With our new partnership with Parts Unlimited, we will be able to deliver a powersports-industry specific Tazer model to motorsports dealerships that’s made just for them.” “Mark your calendars, we will be launching the INTENSE Tazer MX and an initial line of PG&A at our 2020 Fall NVP Expo in Madison, WI on August 22nd and 23rd,” proclaimed Derge. “We’ll have products and experts on hand to speak with you about this new category, and like always we will have the top brands, and manufacturer representatives showing their new and top-selling products from every category in Powersports and American V-Twin segments.”

MARCH 2020

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ear two was an absolute success,” said Parts Unlimited VP of Sales Jeff Derge following the mid-February event. “Thank you to the dealers, vendors and our team for working the weekend with us.” From February 13-16, the Kentucky International Convention Center (KICC) played host to LeMans Corp. and boasted the best attendance numbers of any Expo. It also exceeded all the other U.S. distributor shows, according to Derge. More than 88,000 sq./ft. of show space was packed with 330+ booths, including 10 new brands. “Our industry needs to provide an unmatched shopping experience,” added Derge. “One key to that is product

knowledge, and we feel it’s our responsibility to deliver a mechanism for that to occur. Last year we talked about how important product knowledge is to the shopping experience, and this year’s show saw a significant increase of attendees per Dealer. It was wonderful to see the Dealers finding the value and engaging more of their staff.” The Expo weekend kicked off on Thursday with training for the Parts Unlimited and Drag Specialties Road Reps which extended into Saturday. Friday night the Drag Specialties and Parts Unlimited sales force were recognized for their 2019 achievements at the Night of the Stars Award Banquet. Dealer training from Custom Dynamics, Legend Suspensions,

Metzeler and S&S was held on Saturday. Dealers were also treated to plenty of time to see the newest products due to the expanded Expo hours on both Saturday and Sunday. Saturday evening brought the industry together for the Meet & Greet at The Sports & Social Club in downtown Louisville’s 4th Street Live Entertainment District. Food, drink, games, live entertainment and the Tampa Supercross playing on 60 TVs was the perfect way to wrap up the day. The Expo energy

carried over into Sunday where trips to the Drag Specialties Ride and the Parts Unlimited Ride were awarded. The Parts Unlimited and Drag Specialties Spring NVP Product Expo proved once again, to be the biggest Expo ever put on by LeMans Corporation. “2020 is going to be a great year if this show is any indication,” concluded Mike Collins, President of LeMans Corporation. “We need only to carry this enthusiasm and optimism into the rest of the year.”

At 2 p.m. they put out the biggest display of glazed yeast donuts I’ve ever seen. My wife took the nearest table. Two hours later that’s where I found her. Everyone at the show had come to her and the donuts at one point in time, so she got to visit everyone and not leave her chair. Genius. Now I can’t even act interested in the Harley side of the show, I’m sorry, it’s just not in me. Picture Cleavon Little holding the pistol to his neck in Blazing Saddles, that’s me forcing myself to write something I’m not interested in, it’s a luxury and a curse. Luxury for me, curse for Robin upstairs. “Charlie, is it too much to ask to look at the chrome?” “Oh I just can’t Robin, it clashes with my art.” Charlie and 7’4” Rik Smits... We hear he is a BIG VMX fan!

GONZO GOES BACK TO LOUISVILLE Parts Unlimited NVP Redux

By Charlie Williams

h sweet baby Jebus help me! I’ve sat down to the keyboard with a difficult topic, something I’ve written about before... See, my first lap through a section is usually my fastest. My first pass on a subject is usually my best. I get to cover all the high points, skimming the top of the whoops, it’s all good. Also, I have never been invited back to an event I have covered before! But I was here last year, covering the same event, only difference, this time due to a recent procedure, I’m legitimately in a diaper, not just recreationally. Second lap through the section, I no longer see a blank canvas. Instead, I’m easily lured into whatever line the last 400 riders took, it’s probably the fastest line, but it’s not pulling out my interpretation of what I feel the most beautiful line is. But when in doubt, throttle out! Today I’m tasked with attending and reporting on the 2020 Parts Unlimited & Drag Specialties NVP Product Expo in Louisville, KY. I was here a year ago. Oh sure, the show is awesome. No, it really is, it’s in the convention center in downtown Louisville once again. Easy parking, lots of entertainment in the area, a short walk from the banks of the Ohio River. Not far off site is the Hunter S. Thompson monument. Also, a short drive from downtown is an abandoned mine/bomb shelter turned indoor mountain bike trails, zip lines, climbing walls, MILFs and all sorts of stuff for the kids to do in a unique setting. Louisville is a good place to visit, I’m fascinated by the Ohio river and there’s a Joe’s Crab Shack right on the water, complete with MILFs. The Expo was very well attended, just the right amount of people, you could move around but just about every booth had a group of dealers and reps talking to vendors, getting the elevator spiel on the product, just exactly how it’s supposed to work. But the icing on the cake was yet to come…

Franco Acerbis liked Cycra so much, he bought the company in 3 days. Ciao Cycra!

Scar, scary!

Actually, I saw that Rekluse clutch has been added to the Parts Unlimited stable… they make flat track clutches for Indians and Harleys… AFT is run on a dirt track… voila I’m suddenly talking to a Drag Specialities guy about EXP auto-clutch applications in Big Twin Harleys. Duty done and my artistic muse satisfied, I backed slowly away from the show chromed accessories and moved toward the Moose Racing display. Long-time Parts Unlimited Ambassador Dick Burleson, 8-time National Enduro Champion, was on duty and I got to say Hi to him. Of course Dick has always hated me, that’s okay, I don’t care. Actually, it’s no big surprise. Dick is a Mechanical Engineer by trade and schooling; me, I’m from the Art Department and we we’re never going to get along. Now we could probably be married and live happily ever after, but that first night in the Honeymoon Suite is going to be awkward! Who wants to PPV that!?!? Uh oh, I’d better sign off, now, even I know when art has turned its back on insanity… Plus it is time to change my diaper. I’ll wrap this up with some witty captions and get started on my apology letter.

Brian Fullerton doing his best Charlie Williams impression

The V in the cover creates an eddy in the turbulent oil pattern.This eddy allows oil to move to the center nib, where it turns 90°s and is actually fed into the center of the clutch.

MARCH 2020

OFFICIAL DEALERNEWS BALLOT

Electronic Ballot

Harley-Davidson Poll In the wake of Matt Levatich leaving, where does Harley-Davidson go from here? What should the board and management team be looking for in a replacement? We have seen everything from “Bring Back Erik Buell” and “Bill Davidson Is Harley Royalty And A Real Rider, Put Him On The Throne,” to “Ask Harley’s DAC For The Answer” and “Harley needs a new board of directors, and bring Willie G out of retirement. Listen to your people, biker people!”

WHO SHOULD REPLACE MATT LEVATICH? Your answer

WHAT ATTRIBUTES DOES THE NEW LEADER NEED MOST? Your answer

WHAT IS HARLEY-DAVIDSON’S BIGGEST PROBLEM THE NEW LEADER NEEDS TO ADDRESS? Your answer

HOW HAS THIS IMPACTED THE INDUSTRY? Your answer

WHAT WILL SUCCESS LOOK LIKE? Your answer

SUPER TUESDAY

The Ballots Are In And Harley’s Next CEO Is…

s the old political cliche’ claimed, “As goes California, so goes the nation.” Well, as Harley-Davidson goes, so goes the motorcycle industry. Nearly half of the motorcycles over 500cc sold are still Harleys, so CEO Matt Levatich leaving impacts us all moving forward (did he jump, or was he pushed? See Impala sidebar) On Super Tuesday we polled Harley dealers and industry insiders and tabulated those results from a targeted mailing list of 1,000+ Harley dealer personnel, plus an additional 3,000+ industry insiders who do business with The Motor Company. The consensus, other than making Bill Davidson CEO, is that Harley is at a crossroads, and needs a road sign... desperately. The rift between Main Street/customer demand and Wall Street’s profit at any price philosophy is growing. Harley stock price has declined by 44% in the past five years alone. By comparison, the S&P 500 Index. SPX has gained 63%, according to Reuters.

But in the real world, Harley’s motorcycle revenue in 2020 was expected to be between $4.53 billion- $4.66 billion, compared with $4.57 billion last year — pre COVID-19 mandated shut downs. Now all bets are off, but operating margins had been projected to improve by at least 70 basis points, helped by lower tariff bill and higher savings. AsiaPacific sales rose 2.7% in 2019, led by improved demand in Southeast Asia and China. The Motor Company also planned to launch a new small displacement motorcycle in China later this year, COVID-19 notwithstanding. BTW, since when did $4.5. billion worth of new motorcycle sales become the measure of abject failure? Dr. Leinberger deals with this warped value system from a non-endemic viewpoint... have we been so insular in the powersports world for so long that units sold isn’t really a measure of success? Here is how the vote turned out, with 10 random sample ballots filled out via our electronic polling station:

What attributes does the new leader need most?

What is Harley-Davidson’s biggest problem the new leader needs to address?

How has this impacted the industry?

Who should replace Matt Levatich?

What will success look like?

Someone able to put the needs of the dealers at least equal to the needs of the Motor company

A lot of dealers feel that, even though they helped Harley Davidson get to where they are today, Harley has forgotten that, and doesn’t seem to care about the dealers.

I think a lot of Dealers are looking in other directions to make their business a success.

???

When the Motor Company and it’s Dealer Network, truly feel like they are on the same page, and everybody wins. Right now, it seems like Harley-Davidson is only looking out for their best interests.

Business knowledge and how to run a multinational company

Aging demographic of customer base

H-D dominates the heavy cruiser market and is not a player in any other segments

Alan Mulally

H-D has a competitive (from a sales standpoint) model in most every segment and the average age of their customers is going down

Understand the market, riders, people, real world economics, women, millennials etc

Be more transparent, to many secrets etc figure out how to hire more people again.

All ya have to do is look at corps earnings report, compared to other manufacturers that are growing.

Big question for sure and while Bill Davidson, Willie G are gut reactions etc, not the cure, I do not know who would be the best leader, its in their hands

More entry level bikes, lower prices, more sales

More entry level bikes, lower prices more sales

Not evolving fast enough to a changing motorcycle culture and continuing to only build huge and very expensive cruisers.

Confidence is shaken when a Fortune 500 Company falters.

Michael Lock

Not losing market share and stock value for almost every fiscal quarter since Q2 2014.

Passion, a commitment to the dealers & customers as well as to shareholders

Lack of a marketing plan, no direction... dying greybeards

No new rider prospects, no growth

Bill Davidson

Having a passionate rider at the helm, with an open eye & ears!

Inspiration to the cause. An ability to communicate in a positive way.

Inspiring the young rider to join the adventure.

Minimal

A True Hard Core Rider with mad management skills. Inspire us to Ride

Increase riders.

Someone fiercely American, well traveled, good listener, generational, historical,common sense, business savvy, maybe out side the box thinker. Leads from data from the front lines, surrounds themselves with successful innovators, humble.

Making most of factory that makes stale products , giving the people what they want (quickly!) low margins in less expensive products, keeping dealers profitable, on line sales and yet maintain quality.

Whole industry is a conundrum Me, Andrew Hocker

Harley-Davidson branding on everything. Global, sporting goods, yoga pants, guns, trails, parks, forests, solar farms, ev, oil, energy, where ever the market takes it. Something for everyone.

He is a genius of motorcycles

Stop blaming a younger generation for low sales. Many European Manufactures are booming.

You look like old fools blaming millennial. You have been worrying about the younger generation vs the boomers since the V-Rod was released in the 90s. You are making yourself appear as a relic of the past, not an innovator.

Erik Buell

You are where you are today. Success will be judged by how you grow from here, not what your sales were during the OCC/SOA trends. Look to HD& non-HD models that hold their resale value, because that is obviously what the consumer market is interested in.

Born into the business. Knows everything needed to know about the brand. Is a people person who can rebuild the relationships the past two CEOs ruined. Harley believes will become deciples for Bill.

Stop running the company as if its selling vacuum cleaners. Embrace and nurture the culture

Where goes Harley-Davidson goes the other brands of street machines.

Bill Davidson

Respect and faith in HarleyDavidson’s executive leadership from the employees, the dealers and on to the riders.

He/she needs to know how to envision, promote and sell H-D’s future, not H-D’s heritage. The heritage will always exist, but it’s not going to drive sales for very much longer. Let the Sportster and Electra-Glide live forever, but wipe the slate clean on everything else. Let the Bronx and the Pan-America and the Street be the platform for all new model development.

Respect and faith in Harley-Davidson’s executive leadership from the employees, the dealers and on to the riders.

Everybody has an opinion, and all the opinionated pundits are saying that this is the Motor Company’s long-overdue death knell, and the beginning of Harley-Davidson as a clothing manufacturer. Make them eat their words. Make them choke on it.

Someone from inside the motorsports industry but OUTSIDE of The Motor Company. I’m not of the belief that inbreeding creates a healthy future for Harley-Davidson.

Success will look like a HarleyDavidson parked in a garage where a BMW R1250RT used to be. More importantly, success will look like a Harley-Davidson in the driveway of someone who has never owned a motorcycle before. Don’t let the old riders (I’m an old rider -- bought my first Harley in 1972) dictate your future. When we’re gone, what will you have left?

MARCH 2020

IMPALA SPRINGS AWAY FROM PUMA? Harley’s Board Of Directors Battle

mpala Asset Management LLC, a shareholder in HarleyDavidson Inc. since 2008, has filed preliminary proxy materials for its nomination of two director candidates for the Board of Directors at The Motor Company’s 2020 Shareholders Meeting. Impala is said to be one of Harley’s largest shareholders. “We have had significant concerns about the strategic direction and actions taken by the Board under former Chairman Michael Cave’s stewardship for some time – and we have voiced these concerns privately to Harley,” says Robert Bishop, Impala’s Founder and Chief Investment Officer. “Notably, it took our urging to convince the Board to terminate the prior CEO, Matthew Levatich, despite years of poor performance.” So now it is confirmed where the push to get Levatich to leave came from. But Bishop believes it was warranted, “In 2019, Mr. Levatich’s reported compensation increased to a new annual record of more than $11 million, even as adjusted motorcycle operating income declined by more than 20% and the stock underperformed Harley’s peers.” Nor is Impala sold on ex-Puma exec and acting CEO Jochen Seitz. “The Board has still not shown that it is focused on positive change. To the contrary, one of the first decisions the incumbent directors made after firing Mr. Levatich was to reward their longstanding colleague, Jochen Zeitz, the new acting President and CEO, with a pay package that could provide up to $8.5 million in salary, bonuses and restricted units for a short assignment. This is yet another instance of this Board being tone deaf to the plight of shareholders and further demonstrates the need for new perspectives on the Board.” All is not lost… at least not yet. “Impala believes that with the right leadership, Harley-Davidson can return to its former position of strength. This is why we have nominated Leo Hindery, Jr. and Brent Dewar – both are exceptional leaders who can provide valuable perspectives on Harley’s strategic direction, as well as critical input on the hiring of a new CEO,” adds Bishop.

“At the appropriate time, we at Impala will present our detailed case to investors in full. Given the ongoing national emergency posed by COVID-19, and out of respect for all stakeholders of Harley during this time of duress, we believe that now is not the appropriate time to hold this discussion. We will be in touch with our fellow shareholders in due course, as necessitated by the Company’s Annual Meeting timeline.” In the meantime check out the qualifications of the two candidates being put forth by Impala: Leo Hindery was the President and CEO of TeleCommunications, Inc., then the world’s largest cable television system operator. He later became the President and CEO of AT&T Broadband. Hindery is an avid rider and was a professional race car driver. His racing resume includes a Class win at the 24 Hours of Le Mans in 2005 and a secondplace finish in 2003. Hindery is currently the Chairman and CEO of Trine Acquisition Corp., a NYSE-listed SPAC that went public on March 15, 2019. Brent Dewar was most recently President of NASCAR… after four years as its Chief Operating Officer. Previously, Dewar was a senior executive at General Motors, serving as the General Manager for the largest volume brand, Chevrolet, across the globe. He also held the positions of Executive Vice President of General Motors Europe and Chief Marketing Officer of General Motors. His assignments at General Motors included leading businesses in Brazil, Asia, Europe and North America.

Leo Hindery pictured above and Brent Dewar below

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Speaking to him recently when he visited Australia, I saw no reason to change that opinion. In the speech he gave at the press conference, he struck just the right note by asking the attending journalists to encourage people, especially young people, to consider motorcycling by making more of its fun, recreational elements than the decline of the industry.

SUSTAINABILITY SHARK REPLACES LEVATICH AT HARLEY-DAVIDSON Is The Motor Company Dipping Its Toe Into New Waters? By Peter Thoeming

here’s blood in the water in Milwaukee. As ex-president and CEO Matt Levatich disappears beneath the winered waves, mortally wounded by the Great White Shark of the stock market, The Motor Company is looking for a bigger boat. In fact, they may already have found it in Levatich’s so-far ‘acting’ replacement, Jochen Zeitz. My first encounter with Matt Levatich was at a press conference at the then-HD owned MV Agusta factory in Varese, northern Italy. Levatich, who was The Man From Milwaukee, shared the podium with the legendary (not necessarily in a good way) Giovanni Castiglioni and the body English was astounding. The two men faced noticeably away from each other and each refused to acknowledge the other. Castiglioni interrupted and contradicted Levatich, who bore the boorishness without acknowledging it. I formed a high opinion of Matt Levatich, and although even he couldn’t manage to control Castiglioni, he clearly gave it the old college try.

Levatich had been president and CEO since May 2015 and was president and chief operating officer for six years in the US and Europe, including general manager of the parts and accessories division and custom vehicle operations. He had paid his dues, and the Board clearly felt that he was on the right track with “More Roads To Harley-Davidson.” Unfortunately, the stock market disagreed. With Harley’s bike sales in the US in 2019 the lowest in at least 16 years, the market has grown increasingly concerned over the U.S. sales slump during one of the strongest economies in decades. Harley and other heavyweight motorcycle manufacturers have been caught between two customer demographic trends: Young people aren’t widely embracing the big cruiser and touring bikes and welded-on older riders aging out of the sport. Harley-Davidson share price has nearly halved during Levatich’s tenure, but that was not entirely on his plate. The Motor Company had been ignoring the growing trends in the motorcycle industry for decades. In fact, it was Levatich’s outreach to younger riders, the creation of non-cruiser motorcycle offerings, and the introduction of a full-sized electric motorcycle that seemed to be pointing to a successful future. But falling sales figures (and a similarly fated balance sheet) have raised concerns amongst investors, and that is always a terminal blow for CEOs at publicly traded companies. “The Board and Matt mutually agreed that now is the time for new leadership at Harley-Davidson,” said Harley-Davidson board member Jochen Zeitz in HD’s press release. “Matt was instrumental in defining the More Roads To HarleyDavidson accelerated plan for growth, and we will look to new leadership to recharge our business.” The implication is clear – Levatich was yesterday’s man. Zeitz will take on the title of acting president and CEO, while Harley-Davidson begins a talent search for a permanent posting. In his time with various international luxury brands in Europe, Zeitz was known as the ‘Sustainability Taliban’ and appears to have been advising Levatich along similar lines. When Zeitz was encouraging Levatich to think about sustainability, he focused not just on the moral justification for electric engines, but on the needs of Harley-Davidson customers to have healthy natural landscapes in which to ride. So, who is the ‘Sustainability Taliban’? Zeitz is in his mid-50s with a formidable record of success in business. In 1993, at the age of 30, he became CEO of Puma – making him the youngest ever CEO of a German company at the time – and turned the near-bankrupt business into one of the world’s top three sports brands. The company was acquired by luxury goods conglomerate Kering in 2007, and a few years later Zeitz served as Kering’s Chief Sustainability Officer.

He now runs his own charitable foundation and co-chairs The B Team, a non-profit that he co-founded with Richard Branson in 2012 to promote sustainable business practices. He has won the Financial Times Strategist of the Year award three times, been awarded the German Federal Cross of Merit, and co-authored two books – one of which, a dialogue with Benedictine monk Anselm Grün called ‘The Manager and the Monk: A Discourse on Prayer, Profit and Principles’, has been translated into 15 languages. Across his many endeavors, Zeitz has one overarching aim: making businesses sustainable in a way that improves both society and the natural environment, and that creates economic growth. Central to his vision is redefining the role of business in society in a way that promotes sustainability on all fronts: social, environmental and financial.

The new definition, he says, needs “to create a kind of shareholder value that is socially just and environmentally sustainable. I believe that creating shareholder value is necessary because it creates jobs and all the things that we need on a planet with a rising population. But it can’t be at the expense of everything.” We will hear more of Jochen Zeitz. I’d love to have a chance to talk to him. As far as I’m concerned, the Motor Company has already found its new leader, one who will no doubt reassure shareholders with his attitude. Let’s hope he can redefine Harley-Davidson, and do more than tread water in the bloodied waves of Lake Michigan.

Peter “The Bear” Thoeming is founder and Editor Emeritus of Australia’s top motorcycle magazine Australian Motorcyclist. He has been writing about bikes since he rode a Honda XL250 around the globe in the late ‘70s and aside from his magazine work has a newspaper column and several books on the subject to his credit. Starting a new magazine is never easy, but Peter had done it three times with Bike Australia, Australian Road Riderand Chopper + Trikebefore launching Australian Motorcyclist eight years ago.

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Breaking New Ground

Lessons Learned From A Lifetime On The Trail By Scot Harden

f we were out on a ride, this would be the part where we crossed over into a new unexplored area, where the terrain suddenly became all new and unfamiliar… and getting rougher by the minute! Not only are familiar reference points long gone, but we are also past the point of turning back — the only option is to continue forward. In situations like these, it’s normal to feel mildly to severely anxious… especially as darkness falls. The events of the past few weeks feel just like we’ve ridden into some unchartered territory, the sun is setting and we don’t have a map or a GPS.

The COVID-19 virus and ensuing changes to our way of life and our economy have everyone worried, unsure of what lies around the corner. I have to admit it raises all sorts of concerns, especially what it may mean for the powersports industry. Let’s face it, many businesses have been living on a razor’s edge already when it comes to profitability and financial well-being. Even the almighty Harley-Davidson was ailing before the flu bug bit. Dealing with the impact of the COVID-19 virus is the last thing most moto-businesses can afford to do, but here we are. The best words of encouragement and advice I can think of come from years in the saddle rather than the time I have spent in the boardroom. Competing in events like the Dakar Rally, racing in remote regions in Africa, the Andes, all over Europe, Baja and North America, I’ve had to face similar challenges. On trail rides and adventure rides with buddies and alone, I have gotten into some pretty harrowing situations out exploring new routes and new country. Before the era of GPS and satellite imagery, it really was quite daunting. Some of these experiences led to the most challenging moments of my life. Do or die. And since these situations are similar in many respects to what we are facing now with the COVID-19 virus, the same strategies and decision-making processes from the trail can be applied to business as well. Here is my advice: 1) Don’t make quick or rash decisions. At moments like these, it’s best to stop and give some serious thought to what your next move should be. Instead of running off in every direction, burning up fuel (and in this case, financial resources), give it a second thought and look before you leap. Think calmly and rationally… now is not the time for acting out on raw emotion! The best advice I ever got in times like these was from Dick Burleson. He told

me before the start of one of the toughest ISDE’s ever “Never give up. You will experience some of the toughest conditions you have ever faced; you will want to quit a thousand different times, just remember it’s never as bad as you think it is.” You know what? He was right. By calmly putting one foot in front of the other no matter how tough the section was, I managed to finish and finish well, by staying in the moment. 2) Follow your path. At times like these, your riding buddy, or in the business world, your competitor, may pass by you wide open out of sheer panic or fright. Decisions made out of fear never turn out well. Now is the time to follow your path, no matter what. If you follow Step 1, you have an extra measure of confidence because you’ve evaluated the situation and made smart, measured decisions to help lead you to the best result. 3) Once you’ve made your decision on how to proceed, regularly check your progress. Be ready to adapt and to modify your business plan as new information presents itself. After all, you are in unchartered territory. As the reality of the new business environment shows itself, be ready to make changes to your plan. Take advantage of new opportunities and information as they present themselves. Don’t be afraid to cut losses if the path you’ve chosen isn’t working out as planned. Those that recognize their mistakes early on and aren’t afraid to change direction usually have the best result. 4) Look for markers of others who may have gone before you. There’s a good chance someone else has been this way before, so look for signs of their progress. In the case of the powersports industry, guys like Jared Burt have looked ahead and provided sound advice and a direction. His article in this issue is about as good as it gets when looking for direction and trail markers on how to get through this uncharted territory. If you are a member of a dealer management group, look for support and advice on what is working for them… they are all pros and just like I had DB and Jack Johnson to tell me the hot line, your fellow dealers can help you navigate the COVID-19 crisis. 5) Lastly, keep your friends, and even your competitors close by. To be able to survive tough situations, it helps to have a good team around you, a team that can work together for everyone’s good. In Rallys like Dakar, I experienced special tests that were almost impassable, dune crossings so deep you were constantly getting stuck, navigation so tough you were continually getting lost. In times like this, riders would always work together to help each other through. An unwritten code existed whereby you knew you were all in this together and needed each other if any were to see the finish line. I can’t stress enough how important it is to look at the team around you, to pull together, to remain committed to a common goal even if it means having to work with your toughest competitor. There is something to be said

for subverting one’s own self-interest to ensure that collectively you live to fight another day. The COVID-19 virus has created a whole new business landscape. Applying best practices from the sport itself is the best advice I can give right now. We will make it through this. We always have. Motorcyclists are some of the toughest and most resilient people I know.

AMA Motorcycle Hall of Famer Scot Harden has enjoyed a nearly 40-year career as one of the world’s top offroad 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.

MARCH 2020

upset that they don’t have a slew of applicants. Never mind that not only are they looking for a unicorn, they are getting upset when the unicorn doesn’t come running to them instantly as if they were ordering food from Doordash. It’s interesting to see how the expectations change with a similar situation like using Match.com or some dating website and/or selling something on Craigslist, and the buyers aren’t flocking to whatever it is you’re selling. Why does the expectation of instant gratification change in this situation? Why are we more patient? Wouldn’t it be or at least sound ridiculous to call Match.com and be upset because they didn’t find you a soulmate in 15 minutes? What about calling Craigslist and blaming them for not instantly supplying a buyer for whatever you’re selling? By the way neither of these two websites have a phone number you can call.

Personnel Files By Alex Baylon

S#!T HAPPENS!

Harley Hangs Out Help Wanted Sign?

hat kind of crazy world do we live in when a company forecasting $4.5 billion in revenue is suddenly seeking a new president? What kind of common core math am I missing when Harley-Davidson’s failure to meet Wall Street’s wants is suddenly an abject failure that calls for them to hang out the old “Help Wanted” sign? Do you remember the saying “Shit Happens”? The meaning of that phrase was to simply describe that life is full of unpredictable events that can sometimes be out of our control. I feel that, we as a society are growing more impatient, less sympathetic, and sometimes just plain cruel. Now, I’m not talking about being wronged by someone on purpose or when someone failed to do their part because of lack of competency, but a world where our most iconic motorcycle institution — Harley-Davidson — is suddenly having a cattle call for a new president has me thinking about unrealistic expectations. Obviously, we are in an age of Smart phones, Amazon, Uber, Doordash, Google, Alexa and her sister Siri can supply us with almost instant gratification. As these things become more and more prevalent in our lives, our patience decreases and impatience increases. It makes me wonder what the future equivalent of an old man sitting on the front porch yelling at kids to get off his lawn will be like. Hopefully they don’t just shoot them or have some type of geo-fenced Face ID technology enabling grass to shock a kid for just for stepping on the lawn! I’m already seeing this trend with MIJ. For example, a couple of random customers have placed ads for an “A” Level Master Tech with 20 year’s experience willing to work for minimum wage. Then they start calling MIJ 3 days later

Let me tell you about two recent experiences. The first one — without knowing all the details from the dealers’ point of view — can be argued, but you be the judge. Here is the scenario. A dealer received a pallet of product that was mis-shipped to the wrong dealer by accident. This pallet had about $15K worth of parts and accessories on it. The pallet was shipped to dealer “B” instead of Dealer “A”. You would think that dealer “A” would be furious because he didn’t receive his stuff, but what happened was dealer “B” went absolutely crazy. The shipment was delivered at the end of the day and he told us that he was going to leave the pallet on the sidewalk, and It wasn’t his product and he wasn’t a storage facility. He wanted it gone within the hour… remember it was the end of the day. We know he had the room for it, he is a good customer and I thought we had a good relationship. We apologized, we asked him for help, we offered to rent a U-haul that same night and just drive over there, load the product into the enclosed trailer and store it there until the will call tag arrived. That was the solution that almost happened, until he finally calmed down enough to help in a case of “Shit Happens” Let me give you another example. This one really ground my gears and was actually the reason why I decided to write this article. A dealership placed an order for some parts and accessories. The items were shipped to the dealer and everyone moved on with their daily jobs, business as usual. A simple transaction that happens millions a times per day across the USA. Well, a few days later I received a call from this dealer who was very upset because their order didn’t arrive as scheduled. After looking into it, tracking it down and getting some people to help figure it out, we found out that the FedEx truck had caught on fire… But here is the best part! After telling the dealer the reason he didn’t receive his order was that the FedEx truck caught on fire, he was still angry. “I’m sorry, maybe you didn’t hear me say the FedEx truck caught on FIRE?” I told him this was a simple case of “Shit Happens” and we could re-ship his order immediately. While still getting more verbal abuse I asked, “How is this my fault if I wasn’t the one that set the truck on fire?” Just when I thought I had stumped him with my clever comeback and didn’t ever think he would have an answer for that one, he did! It’s my fault because we didn’t tell him in advance the FedEx truck caught on fire with his stuff in it.

In order for that to have even been remotely possible I would have had to track the package on a daily basis, and even then, it would have still been delayed an extra day or so because it showed “enroute” rather than “en Fuego.” So, let’s put this in the context of MIJ and technician ad. The expectation is not there when the user is selling something or finding a soulmate. Or at least I’m assuming that since in reality I don’t know because I don’t work at those places and already found my Soul Mate years ago! I think it is safe to say they don’t get angry phone calls simply because they don’t have phone numbers… the consumer never gets the opportunity to be heard, and it’s just not the same to e-mail complaining that your Unicorn didn’t magically appear the instant you posted to Craigslist. Anyway, if this dealer would have ordered from Amazon, would he have had the same expectations? I seriously doubt it! So how is it that some companies get a pass and others don’t when something goes wrong that isn’t within their control? Maybe the answer is to just simply get rid of your phone number? I know the fast pace of modern life, with long working hours and the desire to get quick results and achieve many goals

is not helping our patience and understanding. This kind of life leads not only impatience, but to stress and lack of inner peace, and might harm one’s health…. Especially if I could reach through the phone and punch their lights out! I don’t know if there is a solution to this growing problem or not, but at least for me awareness helped. I started actually practicing patience, which is not an easy exercise, but it can be almost fun if you allow it to be. Next time you’re on the freeway, deliberately get behind a slow car or a semi-truck for 10-15 minutes. Or when you only have a few items at the grocery story, let the person with a full cart go in front of you. At the very least, it created interesting conversations for me when I did it. Remember, we are all in this industry because it’s supposed to be fun, so let’s start being mindful and aware of the situations we are in and our reactions to them. In the face of inconvenience, discomfort, or difficulty which is going to happen at any time, let’s do our best to persevere calmly and with understanding of the situation. Meanwhile, somebody call Harley and tell them MIJ has a unicorn waiting to replace Matt Levatich right now... we can send it out via FedEx yesterday.

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. MARCH 2020 57

Confessions Of A Customer® By Eric Anderson

COACH FUNDAMENTALS TO WIN AT RETAIL!

ith Harley’s leadership shake-up making headlines, it might be time for all of us to get back to the basics. Have you ever coached an athletic team before? Did you realize that it’s not about you but rather that it’s all about the team? Now take that example and overlay it onto your retail business. Just because your life’s savings are attached to your dealership, is building a better dealership about you or about the team? Which comes first? Perhaps it’s time to take a step back... or up? Remember Felix Baumgartner, the man to parachute out of his Red Bull capsule 24 miles above the planet? In the process he got a good, objective view of a round globe called Earth. He then plummeted earthward at speeds up to 830 mph knowing full well his training and planning would get him to his goal… with a little help from the force of gravity! Have you seen an objective view of your business moving forward while training or planning differently? Or are you one of those who keep doing the same things while hoping for different results? We can only wonder if Harley-Davidson and departing CEO Matt Levatich ever really took a long, hard objective look at the changing market dynamics? Stepping out of your own, past-proven point-of-view is never an easy thing to do.

There is plenty of data and information available to help us make new decisions and change the direction of our businesses, but where is the wisdom and leadership these days? Is the forest of trees confusing us? I happen to have a couple of degrees... one of which is in coaching. My training always tells me to go back to “fundamentals” when in doubt. John Wooden, perhaps one of the greatest coaches who ever lived, used to tell pro basketball players they still needed to practice dribbling, passing and shooting... fundamental drills. Yes, even Kareem Abdul-Jabbar and Michael Jordan had to train on the fundamentals to stay sharp before entering the world of strategies and complex plays. Ugh. Drills. Really? Yes! Retailers need drills too. If you have never seen Coach Wooden’s “Pyramid Of Success,” do yourself a favor and stare at it for 5 minutes or more until you “get it.” Print it out, place it above your desk and study it every day as an inspiration to make a difference and edge out your competitor by 1% every single day. That small difference adds up to a huge competitive advantage over time. If you insist on repeating history and hoping for a different result, good luck! (You do know that is the clinical definition of crazy, don’t you?) Don’t go crazy, go with Coach Wooden’s approach to the fundamentals: “Success is a byproduct of good teamwork.” If you can dramatically improve your team’s retailing skills first, then the overall score will come up. Unfortunately, the “score” comes first and skills come last all too often. Example: “We’re too busy and cash-strapped for sales training. We have sales goals to reach.” This is the perfect example of backward strategies preventing growth and advancement — fundamental skills are back-burnered by high scoring. Duh! “The key to developing people is to catch them doing something right,” claim Ken Blanchard & Spencer Johnson in One Minute Manager. They note if you only criticize your staff when they’re doing something wrong, you aren’t a coach, you’re a disciplinarian. “Development” in the true sense of the word includes growth, mentoring and leading by example. Mouthing the words won’t help

unless you are also demonstrating the behavior you’re encouraging. Do it… if you want the rest of the staff to mirror this approach. The Presidential election is approaching — some will be happy while others will be disappointed. The fact is, very few of us are going to leave the country or switch to a new career anytime soon. Figure it out for your situation and re-commit to what’s now being called “The New Normal.” Business will never be the same again. Things are upside down and reversed from what they were. Businesses are no longer looking from the inside out at customers, but are now all about looking from the customer’s views back at the business. The digital age and instant delivery of information to customers’ palms now forces businesses to be more competitive and transparent… it also means it is more important than ever to focus on the fundamentals.

Push a façade of smoke-and-mirrors out and the truthseeking Internet chatter will spread the word virally and kill you. Be true to your community and you will reap the benefits in word-of-mouth and return business. It’s probably time to sit your team down and have a chalk talk about what needs to change. It’s half-time and the home team is down on the scoreboard. Showing unwavering confidence, then leading with a specific plan by assigning fundamental duties will rally the troops and push you forward with a renewed winning effort. You may have survived the Coronavirus economy, but will you survive the recovery? It’s those who doubt themselves and their team who will perish in this second half. General Eisenhower, supreme commander of the Allied Forces in the second half of WWII coached his troops fighting against the Nazis by stating “To get where we’ve never been, we must do what we’ve never done.” Break!

MARCH 2020

By Alisa Clickenger

WASH YOUR HANDS! What If Women Ran Our Industry?

t’s exciting and challenging times in our industry right now. We’ve got absolutely the best motorcycles ever built and already en route to dealerships for delivery this spring, yet this past month we’ve withstood two big blows. First, the CEO of the largest motorcycle manufacturer in America leaves his position, shaking our foundation. Then we find ourselves struggling to redefine our daily lives, as well as our shopping strategies, amidst the COVID-19 crisis. Families are forced to consolidate. Schools and churches are closed, kids are sent home from college and parents are quarantined at home suddenly facing redefining family life. While we wonder how this pandemic will affect our country, our community, our businesses, we are all suddenly back to basics. According to the Centers for Disease Control, the first step to protecting yourself against this pandemic is washing your hands. Just like your momma taught you! What would it be like if women ran our industry? Family and community would be redefined. I imagine dealerships being more child-friendly. Play areas for the younger tots, and a strider bike gallery where kids can develop their two-wheeled skills on an indoor track. I imagine collaboration between stores, with shared resources such as parking lots for classes, job-share for dealership mechanics, so that people are employed to the extent they want to be, and shops get the help they need. Dealerships would be well lit, the changing rooms would not double as bathrooms, and there’s plenty of women’s gear

on the rack. Women would be welcomed as humans first, assumed to be riders and decision makers when they walk in the door, and educated about the how motorcycles work. There would be monthly workshops where men and women come to learn about the basic maintenance of their machines and new riding relationships are formed. With family-style management in place, there would be less turnover. Women are natural-born community builders, so the motorcycle shop would become the social and cultural hub of the community. After-school activities at the dealerships would include coloring, finger painting and model-building of motorcycles, of course. The cool kid’s mom would be running the motorcycle dealership, so there’s one bay in the back of the shop for teenagers to trick out a beater bike and learn mechanical skills--and keep the kids off the street. More kids are gear-headed, moto-focused young adults, and time is spent in the back-lot learning to do tricks (and probably burnouts). Kids would take off to the woods in groups to race each other and test their off-road skills against one another, building mastery over machine at an early age. Fine motor skills would be built, future racers would emerge from the pack, and the open road would call to many of them. More riders, more adventures, more machines sold. More Riders, Riding More to coin a phrase! Since women are typically the family CFO, they control the family purse strings. They would be powersports-friendly from an early age and therefore encourage their kids to take up a motorized sport. In fact, they would incentivize and inspire their kids to good grades and good community deeds through threat of withdrawal of the powered machine. These kids grow up healthy and strong and powersportsfriendly because they grew up hanging out with their friends at a motorcycle shop. They would go off to college and opt for the cheap and independent type of travel — motorcycles. They would grow up and always have a bike or two in the garage as a way to tinker and relax, or for a fast fling on the freeway…. And they would always remember to wash their hands!

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

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

DEALER MEMBER SPOTLIGHT More Horsepower for the MIC’s Dealer Team Kevin Lackey of Freedom Powersports, and Curtis Sloan of Sloan’s Motorcycle & ATV, have joined the MIC’s Dealer Advisory Council, adding more veteran talent to represent the needs and interests of dealerships across the nation. Lackey is the president and CEO of Freedom Powersports, LLC, and the largest individual owner of the company, which includes 13 dealerships in Texas, Georgia, and Alabama. Sloan is the vice president and general manager of his family owned and managed dealership in Murfreesboro, Tennessee, featuring 13 major brands of powersports vehicles. Read More

MEMBER SPOTLIGHT Former MIC Chair Dennis McNeal Now at KYMCO USA Past vice president of motorcycle operations at Yamaha Motor Corporation, USA, and past MIC chair Dennis McNeal is now the executive advisor at KYMCO USA. With more than 40 years of powersports industry experience, McNeal will “assist KYMCO in identifying industry leaders who can establish the brand and dealer network in both the U.S. and Canada,” according to the company. “His initial focus will be on strengthening the U.S. and Canadian markets by providing guidance to the management team.” Read More

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

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STATEMENT ON COVID-19 “This Too Shall Pass” by Donald Amador

GUIDANCE FROM GOV. NEWSOM’S OFFICE https://www.gov.ca.gov/2020/03/12/governornewsom-issues-new-executive-order-furtherenhancing-state-and-local-governments-ability-torespond-to-covid-19-pandemic/ Also, some jurisdictions may decide to allow outdoor group events based on site-specific information. However, local government agencies may have a lower number of people that may be gathered at an event. Always check with your local health agencies. COVID-19 has now become a political issue with an uncertain outcome at this point. It is the hope of many that the virus will run its course in a short period of time so we all can get back to a normal life. However, there is the possibility that things could get much worse before the situation gets better. We just don’t know. As OHV, MTB, MotoGP, Supercross, and other competition events continue to be cancelled or rescheduled, it is important to know that both motorized and nonmotorized recreationists can still get out and enjoy casual trail use with family and friends in small group settings. We will get through this natural disaster as we have so many times before. That is what we do!

he outdoor recreation community in California is all too familiar with having significant natural disaster events — such as the recent 2018 wildfire season — disrupt access to both casual trail use and permitted events. We may not like it, but we have always managed to persevere… until now. Today, we are facing the novel coronavirus (COVID-19) that is another type of natural disaster. Unfortunately, this disaster is not just restricted to forest lands in California, but is impacting people and their activities — including powersports related events — on a worldwide basis. The federal government has been directing the public to follow recommendations from the Centers for Disease Control and Prevention and to follow mitigation measures and other guidance from state and local government agencies. CDC GUIDANCE ON COVID-19 https://www.cdc.gov/ QWR would like to support guidance from the AMA, Society of Outdoor Recreation Professionals and other recreation groups who have issued statements about working in a cooperative manner with government officials and our land agency partners when it comes to cancelling or postponing scheduled permitted events or conferences.

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

Please tread lightly and travel only on routes and in areas designated open for motor vehicle use. Remember, Respected Access is Open Access.

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Being a High Commander himself, God love ‘em, the newbie started eye-balling the pilot jets he installed. The kit used had several model applications. He figured he might have put the wrong jet size in (it came with a set of #40s, the size we needed, and another set of #45s). Nope, worse than that. The pilots were wrong. Suzuki/Mikuni called for VM 30/96 type jets, the aftermarket kit supplied VM 22/210 jets. When we pin-gauged the aftermarket jets, they were the equivalent of a size #55 in the jet style required. Get this, the aftermarket jets gauged differently too, from .020” to .024” (#55-#65). They weren’t even consistent in their mistake. Then I got to thinkin’! The more I thought, the madder I got. See, Uncle Paul knows better. In the past, we’ve gotten aftermarket main jets (marked with a size) that have no hole or the wrong hole bored in it, rubber float bowl gaskets that didn’t quite fit, replacement float valve assemblies that wouldn’t hold fuel, and egg-shaped flow holes that oughta be round… All this aftermarket carb stuff started seeping outta my old bald noggin! Damn again!

Wünschisms By Uncle Paul

Carb Kit Quandary

ears back, Kawasaki had an ad campaign centered around the nation, “A lot of people have good ideas, but damn few can make one work.” Sometimes great ideas are nothing more than that. Executing and delivering on an idea is the tough part. It’s also why Uncle Paul just got whammy’d. It all started with a new mechanic. We had just hired a new Alien From Another Planet. On jobs requiring fuel system cleans and make-runs, the Alien kept requesting “Carb Repair Kits.” Personally, I’ve never been real keen on them, for several reasons. But heck, he’s a newbie, and he be High Commander, so I okayed several different part #s for upcoming jobs. I’ve had a long enough relationship with a particular aftermarket company, and knew they were probably the leading supplier of hard-part components, so we ordered the kits from them. The motorcycle that kicked our butt was an 80s-era 1100cc Suzuki. While finagling out the fuel system clean, we could never get the low-speed (pilot circuit) emissions to come out right. We figured we would need about 250ppm HC, 2-4% CO, 8-12 CO2, maybe 7% 02 (if we got lucky for this old of a beater). When we got on the dyno (we’ve got our analyzer rigged to work with it), we couldn’t get HC below 600ppm. CO was 2%, C02 max’ed, 02 zeroed. Damn! The motor wasn’t smoking or making weird mechanical noises, but we confirmed its mechanical condition anyway with a leakdown test. Plugs were fuel fouling, but it ran and idled okay. Big-end and cruise circuits were good on both “horsepressure” and emissions. So we guessed it had to be the pilot circuits were still crudded up. After another complete teardown, acid bath, and alcohol-check through all the carb passages, those puppies were cleaner than my ole lady’s dishes, I’m tellin’ ya. Since Love Cycles gives a six-month warranty on our work, Uncle Paul doesn’t figure “close enough” is acceptable. Back to the drawing board, Bubba.

Look, this shop’s got a dyno, four-gas analyzer, $300 set of pin gauges − got all that, and know how to use it, too. But what about the mullets out there spinning wrenches who don’t have all this equipment? Or experience? Or skills? Or time? Most shop owners have these kids on flat-rate, the numberone killer of job quality. What about the majority of shops and service departments that can’t afford to turn out good work on every job? Who pays the opportunity costs lost (at $60 an hour) while we fiddle around looking for this kind of problem? The bald-headed ole Nazi that’s who! This shop probably dropped $600 jerking around with the problem. And what about the poor schmuck who is told his carbs must be replaced, that they’re worn out and can’t be rebuilt? That dude’s really getting the green weenie. I’ve had a lot of folks called here the last few years checking on carb prices. I always figure was the crummy carb cleaner we’re forced to use because of the grass-eaters. This has probably been going on a long time. It all comes down to that “good idea” I first referenced – supplying a complete rebuild kit that contained all the components usually needed to rebuild a carb. It is a good one, as far as ideas go. Selling that puppy cheaper than what OEMs would charge for the same parts is an even better idea. Then package it under one order number… Maybe even list it to the application model and year of the motorcycle. Well, it was a great idea. Still is. But that’s all it is – just an idea. This morning, we opened an aftermarket GL Honda kit and found the taper wrong on the air/fuel screws supplied in the kit. You know, that’s the jet you pre-set by the number of turns out (if you haven’t got a $9,000 gas analyzer to help you set them).

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

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SPRING FLING!

pring, the time when young menâ&#x20AC;&#x2122;s fancy turns toâ&#x20AC;Ś mud! With the growing need for social distancing to flatten the COVID-19 curve we need more people pitching it sideways in the dirt than pitching woo! With gas prices reaching lows not seen since the 1970s and a real need to escape the burgeoning flow of bad news, our advice is a healthy dose of throttle therapy. ATVs, UTVs and dirt bikes are the RX to get through the SX and MX seasons being put on hold.

Photo by Kevin Wing

MARCH 2020

XTR370 RADIALS ROLLED OUT

If 360-degrees is full coverage, does that make System 3 Off-Road’s new XTR370 tires 10-degrees better? Certainly these 8-ply radials are tough enough, but how’s the ride? “The XTR370 high-performance radial excels across terrain types and conditions,” claims Colt Brinkerhoff, brand manager. “The tire’s 8-ply carcass and advanced sidewall construction deliver sure-footed traction on tough terrain with unmatched ride comfort.” Traction ain’t half bad, either. Deeper tread depth ranging from 0.75 in. to 1.0 in. and the aggressive shoulder setup with multi-angle lugs increase side bite for even better traction and control. A deep rim guard helps protect wheel and also reduces pinch flats. Now available in 28-in. to 32-in. sizes, with a line expansion coming soon. Suggested retail prices range from $185 to $229. Contact your Tucker Powersports rep for more details or click here: https://system3offroad.com/

CLUTCH PERFORMER FOR PARTS UNLIMITED

Rekluse revealed its RadiusX and RadiusCX auto-clutches are now being distributed by Parts Unlimited just in time for the NVP featured in this issue. RadiusX is a bargain, delivering the benefits of a stallpreventing auto clutch with just a clutch pack swap. The RadiusCX is the top-of-the-line package featuring an EXP auto clutch disk, billet aluminum Core components, and TorqDrive friction disk technology. “We’re very happy to now be offering the full line of Rekluse products with the addition of the off-road RadiusX AND RadiusCX Auto Clutches,” says Parts Unlimited VP of Sales & Marketing, Jeff Derge. Contact your Parts Unlimited sales rep for more information on these Rekluse products, including part numbers and pricing. Still not clear how the magic happens, shift your attention here: https://rekluse.com/

TIMKEN TOUGH BELTS

For more than a century Timken has developed a reputation for reliability. Now the company has turned its long history of engineering expertise to the UTV industry with the release of the Ultimax CVT drive belt line. Timken Ultimax XP belts are flexible, durable and heat resistant — and backed by an unheard-of 3-year warranty. Constructed of fiber-reinforced advanced polymer compounds and stable aramid cord for superior resistance to shock loads, all Ultimax belts are made in the USA. The family includes Ultimax MAX, Ultimax PRO and Ultimax XS snowmobile drive belts; Ultimax HQ, Ultimax UA and Ultimax XP drive belts for ATVs and UTVs. Shop staff and customers can find the correct belt part number for their application by using the handy “belt finder” tool at: http://www.ultimaxbelts.com/belt-finder

HURRICANE WARNING!

Made from UV-coated Tarpaulin PVC with electronically heat-welded seams, the new Rigg Gear Hurricane tankbags are 100% waterproof! Offered in 2 sizes, the smaller SE-3060 tank bag is perfect for enduro and dual sport bikes offering 2.6L of storage which is big enough for most compact cameras, phones, battery packs or even small tools. The larger SE-3070 at 11L can easily hold a day’s worth of riding needs for bigger adventures! Under the lid is a mesh pocket for storing maps, cards and documents which also allows you access to the waterproof clear map pocket that is touch screen friendly. Mounting is easy and secure with a 4 point quick release system on top of a protective base pad that helps prevent slipping or marking and allows easy access when refueling. Like all Nelson Rigg luggage, these bags are covered by a lifetime warranty. SE-3060 MSRP $134.95 SE-3070 MSRP $89.95, For more information go to www.nelsonrigg.com

SEE THE LIGHT!

Safety first! QuadBoss introduces Daytime Running Lights (DRL) for UTV applications with a new look, lower-profile mounting hardware. A “low beam” type accent light can be turned on and used for loading onto a trailer, driving through camp, or into oncoming traffic on the trail without blinding the oncoming traffic. As a bonus, QuadBoss includes the wire harness and switch with each unit. Key features include: • White daytime running light • 50,000+ hour life expectancy • Abrasion and shatter-resistant lens • Heavy-duty cast aluminum housing • IP67 waterproof rating • Stainless steel military-spec breather • One-year manufacturer’s warranty See the light at: https://quadboss.com/blog/daytime-running-lights-drl-for-utvs/

Photo by Kevin Wing

MARCH 2020

One look at the completely sold-out Anaheim Stadium, the kids waiting in line to buy toy monster trucks and total engagement by the crowd pinned to the edge of their seats when they aren’t spending money on licensed merchandise or immersed in live social media updates from their favorite driver makes the question why didn’t ROXOR do this sooner? And the engagement lives well beyond the live Monster Jam events. The viral video clip-friendly, family sport added half a million new followers and subscribers last year alone. On average, 200,000 viewers are also tuning into FS1 to watch Monster Jam by the week. Getting to see Son-uva Digger driver Ryan Anderson in action doing an impromptu Facebook Live and Instragram drop on the new ROXOR recovery vehicle be part of the spectacle that is Monster Jam was pretty amazing… he hit all the talking points, built his fan base and did it with genuine interest and enthusiasm in one take… right before going out onto the track to crush the competition! To become the “Official Recovery Team Vehicle for Monster Jam” ROXOR actually had to audition for the role in the show to make sure it could operate safely, swiftly and efficiently so that the show can go on. Diesel powerplants were a key selling point because of the fire danger. The rigs are fully equipped with everything the rescue personnel may need, including multiple fire extinguishers and “jaws of life” in case a driver needs to be extricated from a crashed monster truck in a hurry. Once they were given the okay by Feld’s first responders, Mahindra North America actually had to supply three identical Recovery rigs since on any given night there are three Monster Jam events happening is a stadium somewhere. As for the initial question about King Of The Hammers being a more appropriate audience for ROXOR? Well, they were busy winning the Every Man’s Class at KOH!

ROXOR MONSTER JAM Playing On The Big Stage!

hy would a relative newcomer to the U.S. like ROXOR decide to join the Monster Jam tour as the official recovery vehicle for the monster truck racing series? Wouldn’t King Of The Hammers be more their speed? Do the math: Feld Entertainment, which acquired Monster Jam in 2008, has transformed a bastion of redneck entertainment into a global phenomenon reaching 31 million rabid fans at events 300 times a year in 60 cities on six continents! “It has grown into a vibrant lifestyle brand,” said Juliette Feld, COO for Feld Entertainment. “This sports entertainment powerhouse will be known for more than just spectacular live events, as we look for innovative opportunities for the franchise in television, OTT platforms, licensing, consumer products, publishing and more. Monster Jam also continues to see incredible growth around the globe due to the international appeal of our larger-than-life Monster Jam trucks and the lack of language and cultural barriers surrounding the property.”

In fact, Mahindra Marketing Manager Dan Proffer and our own Eric Anderson were at the World of Concrete trade show in Las Vegas, blasted across the desert to hit Hammer Town and then roll into Anaheim less than 12 hours later for the debut of the Official Recovery Team Vehicles. And you thought your schedule was hectic? If you missed the Monster Jam, check out the ROXOR video that plays on the Jumbotrons at the stadiums: https://www.youtube.com/watch?v=O0x2fgS7R7E

SON-UVA DIGGER!

aving seen the well-oiled Feld crew in action from the floor of Anaheim Stadium and AT&T in Texas the following week, we were blown away by the level of professionalism and clockwork precision that happens behind the scenes. Contrary to popular belief, Monster Jam is anything but The Dukes Of Hazard. Son-uva Digger driver Ryan Anderson (son of the original Grave Digger driver and founding member of the Monster Jam franchise Dennis Anderson), was kind enough to drop everything and hang out with the ROXOR crew before the Anaheim event. Fan favorite and champion in his own right, Ryan unveiled the next generation of the Grave Digger legacy at the 2011 Monster Jam World Finals. As Anderson was busy winning Rookie of the Year honors driving Monster Mutt, the plan was already in the works for him to launch Son-uva Digger with its attention-grabbing purple murals on the 1950’s Willy’s body. And he really was interested in the ROXOR since he certainly didn’t have to spend the afternoon in the pits or do the social media drops that he knocked out to hundreds of thousands of followers at the drop of a hat! “Spending time with my son Race and doing fun things with him that include motorsports and riding ATVs are my favorite things away from Monster Jam,” says Anderson. “I can see a ROXOR in my future.” He also has some advice for kids considering becoming a Monster Jam driver: “Ride ATVs, dirtbikes, or anything else you can get your hands on!” More riders, riding more… we like the sound of that!

MARCH 2020

In addition to everything from PlayStation terminals to cornhole and a food truck, the KRX Experience features cut-away vehicles, display units and, since it was part of the Monster Jam Tour, a couple of Monster trucks are up close and personal. Then there is the opportunity to take to the track on the floor of the stadium. Trust me, those jumps are much bigger in person than watching Monster Jam on TV or sitting in the cheap seats! Kawasaki contracted Feld Entertainment (parent company of Monster Jam and Supercross), to coordinate the Demo Tour. Like everything they do, the Feld crew was a well-oiled engagement machine. From the initial data collection to the full Fox fitting station for riding gear, to the vehicle walk-around and safety briefing to driving the course, the Feld team is top notch.

KAWASAKI KRX 1000 DEMO TOUR Let The Good Times Roll! By Robin Hartfiel, Photos by Douglas Henry

he trick to selling a vehicle is to get butts in seats and let the product sell itself, right? What better way to get customers excited about something… especially something as exciting as the first sport UTV to enter Kawasaki’s product line-up? We first ran into Jon Rall, Senior PR Coordinator, and the Kawasaki crew during the King Of The Hammers debut of the Kawasaki Teryx KRX 1000 Demo Tour. Race fans, potential customers and random journalists wandering around the high desert were welcomed to come play follow the leader on a mile-plus desert course outside of Hammer Town. But the best was yet to come… at least for select dealers. In addition to stops at King of the Hammers and Rally on the Rocks, the KRX Demo Tour gave people an opportunity to not only get their butt in the seat of the 1000cc sport machine, but they were treated to track time on the Monster Jam course! For free! The ride component was just one component of a comprehensive interactive display at select stadium tour stops in conjunction with Monster Jam, starting with Angel Stadium in Anaheim on Feb. 21-22 and AT&T Stadium in Arlington, Texas, on Feb. 27-28. “Kawasaki is taking over the Monster Jam obstacle course inside of AT&T for a unique Teryx KRX1000 demo experience, and you’re invited,” was how the official invite read… and Kawasaki didn’t have to ask me twice! (Well, actually they did when a scheduling SNAFU meant missing the Anaheim round). However Rall rolled out the red carpet in the parking lot outside the House That Jerry built deep in the heart of Texas.

But what is the hook for dealers? In addition to gaining access to data capture for every customer who registers to drive, Kawasaki schedules dealer-only drive times and area shops can send their staff over for presentations on accessories (conducted by our pal Paul Golde), hands-on Q&A from Kawasaki staff and access to all the amenities the customers have. But the best part is they get to drive too! We all got into this business to play

with the toys, but that is the last thing you get to do once you are in, right? Rall explains the method to the madness. “By treating our dealers to a little seat time, they are going to be that much more excited to talk about this product back in their showrooms.” Proof is in the pudding as they say and the dealers were even more excited than their customers for the opportunity to take the KRX out onto the Monster Jam track! Conveniently scheduled for after work, the evening experience drew a full house of shop personnel. Plus a couple magazine hacks weren’t the only ones to crash the party, Camden Murphy, driver of the Bakugan Dragonoid Monster Truck, snuck in some seat time in the KRX and was grinning just as much as the dealers and their customers after a couple of hot laps around the stadium! Now the bad news… with the Monster Jam tour cancelled because of the COVID-19 crisis, the future KRX Demo days are on indefinite hold. When we do come out of quarantine, you do owe it to yourself to check out this program even if you are not a Kawasaki dealer. Sneak in with the consumers and see what you have been missing!

MARCH 2020

Anonymous Dealer

THE DEFINITION OF INSANITY

Who Wants A Big Fat Cruiser?

o, Matt Levatich is going? Many are talking about this. A lot of people are asking “What now?” I have read lots of praise about his tenure… and seen lots of criticism. The bottom line is that he’s been at the head of HD while it’s been in a marked decline, both sales and profit wise. Let’s look at recent history: Harley-Davidson has gone through a tough patch. Profits are little to non-existent. Sales are dropping each quarter. Here is a company which has had half of the BFC (Big Fat Cruiser) market for decades, but is still somehow struggling. Here is a company that has some of the best marketing in the world, selling machinery that was basically designed in the middle of the last Century. Here is a company whose riders are so loyal that they look at owners of other brands as pretenders. They have customers who proudly wear their branded clothing, from jackets to underwear, wherever they go. Here is a company whose products are held, by their users, in a higher regard than any others. They have a market position that is amazing. Hundreds of other companies would kill to have such an aura about them! Here also is a company who is looking more and more like the new Kodak; a company who once had the world beating their doors down, but has since all but disappeared. They need some entirely new thinking. Why are so many manufacturers so successful, while HD is struggling? From where I sit, no matter what the new CEO of Harley-Davidson wants to do, he, or she, will fail! That is unless they completely revamp the outlook of the entire corporation. I’m sure you have all heard the definition of insanity widely attributed to Albert Einstein (look it up — consider that your homework!). It’s time for The Motor Co. to adapt entirely new modes of thinking.

Every time I enter a Harley-Davidson dealership, I shake my head. Go into a few HD dealerships yourself. I bet if you ask about the “Street” series of bikes, you will be told that those are not “Real” Harleys. “Come and look at the Sportsters!” This is a symptom of the HD disease. There doesn’t seem to be any room in their lineup for anything new. At least not as far as the attitude of the staff. Sure, they have the LiveWire (yawn) and, maybe someday soon, the Pan America adventure bike, which may sell, but I would be surprised if it does. BFCs are becoming a smaller and smaller segment of the market. Look at Yamaha and Honda; almost no BFCs. Suzuki has less than ever. Even Kawasaki has been making fewer cruisers. Triumph is making parallel twin cruisers, and seems to be having great success with them. But as far as the metric companies are concerned, there are less and less V-Twin Cruisers to be found! Over the years, Honda and Yamaha has been able to bring out machines that sell, no matter what type they are, whether it be a small trail bike or a new type of streetbike, and done well. If they do bring out a bike that fails in the market, they just stop manufacturing them. If they hit a home run; i.e. the MT07/09 or the Africa Twin, they go with it. HD seems to be bringing out new engines to put in the same frames with some new chrome bits and new wheels. Of course, while these engines are more powerful, they are also more expensive. There seems to me virtually no concentration on the less expensive lines, where growth is sorely needed. When you come into my store, you can get a PW50, or a CRF125, or an MX racer. You can get a small, medium, or large adventure bike. You can get a Goldwing or a 390 Duke. You can buy a Ninja 600, or a Hayabusa, or an R1. I can get you on an SV650 or one of the wonderful Yamaha MT motorcycles. In other words, I can sell you a bike for your 4-year-old, or a long-distance touring bike and everything in between. And I mean everything! It’s my belief that even if HD built a bike that could out perform an R1, or travel long distances more comfortably and reliably than a Goldwing, or move down a gravel road faster than a KTM 790R, they still would have a very tough time selling them. To sell them, they would have to completely retrain not only the staff, but the dealer principals as well. Hire sales people who are adept at selling everything, not just BFCs. In my dealership we always have prided ourselves to be able sell any type or size of bike that the client wants. Imagine going into a Honda shop, asking to look at the CRF250F, and being told that those are not real Hondas; you really need an Africa Twin! What kind of leader does HD need? They need to try a new type of leader, one with a new outlook, and a new mindset. They need someone who understands the culture of The Motor Company, but also realizes that that culture has to evolve, much like our society has evolved over the last half century, with civil rights and gender equality. I believe that HD needs new blood; someone who has experienced the HD philosophy, but has not relied on the company for a career. Perhaps a powersports industry alum who has worked in metric dealerships as well as been involved at the distributor level? The Motor Company can do it, but they are going to have to retool, from the sales people, to the parts team, to the techs, and the owners. It can be done, but if they hire someone who has been immersed in only HD culture for many years, I believe they’ll continue this death spiral. We live in interesting times, indeed!

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Ave Atque Vale Mr. Bill Cooper 1958-2019

ve Atque Vale Bill Cooper. “Mr. Bill” —the long-time Van Leeuwen sales rep, Trailblazer and industry legend, passed away 12/26/19. From the Van Leeuwen family: It is with a heavy heart and great regret that the Van Leeuwen family announces the loss of William “Mr. Bill” Cooper. Mr. Bill, as he was known in the industry, passed away in his sleep in the early hours of Thursday December 26th. He was 61 years old and leaves behind his sister Carol and his niece Caitlyn. Mr. Bill was a 24-year employee of Van Leeuwen Distributing and a motorcycle industry icon. He started working at a motorcycle shop at the age of 16. This was the beginning of a lifelong passion for motorcycles and he has never worked outside of the motorcycle industry. Mr. Bill’s entire life was dedicated to the love and support of the motorcycle industry. He actively supported every event, fundraiser, organization and legislation that would promote and protect the use of motorcycles. His greatest joy was volunteering his time to the Trailblazer’s Motorcycle Club where he got to work with the industry legends that inspired him so many years ago.

Mr. Bill will be dearly missed by literally hundreds of friends, from both his personal life and those within the motorcycle industry & community. He will be remembered for his encyclopedic knowledge and memory for everything motorcycle. He will be appreciated for his incredible energy and powerful personality. Most of all, he will be missed because he was the most dedicated friend one could ask for. He will forever be part of the Van Leeuwen Family. Carol Cooper Yarbrough, Mr. Bill’s little sister hosted a Celebration of Life for him on March 14th where friends and family shared special stories,

thoughts, photos and memories. His favorite food (pizza of course!) and snacks were provided. Vale Mr. Bill!

HARDEN & ASSOCIATES

Bringing a Unique Perspective to the Powersports Business

Specializing in Adventure, Dual Sport, Off-Road and EV market segments. Delivering solutions in today’s rapidly evolving marketplace. Over 35 years of senior level executive management experience. • • • • • •

Brand Development Advisory Services Strategic Planning Product Development Motivational Speaking Advocate for the Sport

INDUCTED 2008

FOUNDER

Scot Harden scot.harden@harden-offroad.com

harden-offroad.com

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