Dealernews Issue#5 March 2019

DN 2.0 #5

VALE+

Arlen Ness

AIMExpo+ #ColumbusRolls

DEALER PROFILE+ Carson City Motorsports

INDUSTRY RESEARCH+

By The Numbers

016 Verge 2X Dual Compound Radial ShinkotireUSA.com

010 APEX

SR 777 Reflective

Classic 240

804/805 Adventure Trail

SR267/268 Flat Track

SR723 Scooter

CONTENTS 06 THE VOICE OF REASON NOTE 08 EDITORS

10 LETTERS+

12 NEWS+

GEARS+ 16 SHIFTING

PROFILE+ 20 DEALER

RESEARCH+ 24 INDUSTRY

RESEARCH+ 26 INDUSTRY

RESEARCH+ 28 INDUSTRY

30 REVER RESEARCH 33 SHOWTIME! 34 WHY COLUMBUS? 36 RENTALS IN PARADISE 38 EAGLERIDER ON FRANCHISES 40 KAWASAKI CRASHES OG PARTY 44 OPINION+ 46 OPINION+ 50 OPINION+ 52 KENDA ON A ROLL 54 CHEVRON READY TO EARN ITS STRIPES 56 DIVERSITY++

58 PERSONNEL FILES 60 NORTHERN EXPOSURE 62 OPINION+ 64 CONFESSIONS OF A CUSTOMER 66 MIC RIDEREPORT 68 ADVOCACY+ 70 ADVOCACY+ 74 WÜNSCHISMS

Bob Althoff On The Quickening

Alex Baylon On Getting A Job

Robin Hartfiel On Arlen Ness

Marq C. Smith On Conspicuity

The Industry On Dealernews

William Douglas Little On The Couch?

The Latest Dealer News

Eric Anderson On Looking A Gift Horse In The Mouth

Who’s Who & Where

What Does The MIC Do For You?

Carson City Motorsports Bonanza!

Don Amador On Red Sticker Red Alert

Don Musick Industry Twister, Part II

Scot Harden On GoMotorcycling!

Dr. Paul Leinberger On The Digital Revolution

Uncle Paul On Flat Rate & Aliens From Another Planet

Lenny Sims On NADAguides PWC Numbers Building Community DIY

#ColumbusRolls & OG Show Rocks Because #ColumbusRolls Hidden Profit Center In The Beginning…

Retro Cafe Bike Steals Limelight At Outliers Guild Show Lowell Anderson Op-Ed On Harley Josh Tolley On Your Operation

The Anonymous Dealer Says: Prove Me Wrong!

Thinking Outside The Box Retail Rollout

Dirty Girls Broadening The Market

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OUR TEAM

80 GEAR+ 84 GEAR++ 86 PRESS PASS+

Spring Fling Apparel Gonzo Rider Charlie Williams Looks Into Moose Goggles March Madness In Hoosier Country

90 VALE+ 91 AD INDEX 92 BACKFIRE+

Ave Atque Vale Arlen Ness This issue Brought To You By… John Murphy On Dealers Wanted

Bob Althoff Dealer/CEO Eric Anderson Vice President Stan Simpson Vice President SALES/FINANCE John Murphy Publisher Alan Landry CFO EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/BITD Hector Cademartori Illustrations William Douglas Little Unique Powersports Charlie Williams Off Road Editor Marq Smith Holeshot Motorsports, Canada Alisa Clickenger Women’s Motorcycle Tours Don Amador Quiet Warrior Racing Joe Bonnello Joe B Photography Uncle Paul Wunsch Love Cycles The Anonymous Dealer Dealer Advisory Board Bob Althoff Chairman

ON THE COVER: Ray Drea, “The man who replaced Willie G.” is the Chief Stylist, Vice President and Director of the Willie G. Davidson Design Center at Harley-Davidson. His portrait of Arlen Ness was the highlight of Michael Lichter’s gallery at Sturgis and a fitting tribute to an industry icon. Godspeed Arlen!

Photo by Joe Bonnello

Joey Belmont Big #1 Sports Jim Boltz Lynnwood Cycle Barn/WMDA Jim Foster Killeen Power Sports George Gatto Gatto Harley-Davidson Malcolm Hunter Deeley Harley-Davidson Robert Kay Star City Motorsports Bob Kee Destination Cycle Jerry Lenz Beaverton Motorcycles Kurt Mechling Performance PowerSports Don Owens Dothan Powersports Mark Peterson Southwest Superbikes Sandy Stroope Boat World Honda Polaris ADVERTISING John Murphy Publisher (949) 463-4319 johnmurphy@dealernews.com Tigra Tsujikawa Sponsorship Manager (949) 861-0863 tigratsujikawa26@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com

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

Reason For Being

By Bob Althoff

QUICKENING

Speaking of inspiration and new initiatives, AIMExpo will be here before we know it. Very creative and important work is going into making it bigger, better and more rewarding for you and your staff. You should come. Your presence will send a message. Your voice will be heard.

Together.We.Rise they say. Truer words…

Columbus is a great city. A city with scale, momentum and a love for motorcycles: what better place to welcome our industry? Our city leaders have looked at our industry and see a very big and bright future! Throw a leg over and ride to AIMExpo.

Dealernews will be there. Won’t you?

There will be great riding weather, great roads, attractions and compelling content both inside and outside those convention hall walls. Sure, you could blow this off. After all, we are all busy, right?

Do yourself a favor. Do your industry a favor. Come be a part of an industry on the rise.

Together.We.Rise… and #ColumbusRolls!

Bob Althoff Dealer Principal, W.L.M.

Together.We.Rise

F

or most of us, the Spring season is what we live for.

Back to riding. Back to business. Three great seasons ahead. Time to shake off the cobwebs and get on the gas!

The pace is quickening at Dealernews, too. Our team of experienced professionals is doing good and important work on behalf of our brother and sister Dealers, as well as the industry as a whole. The work is getting noticed.

By you. By folks across the expanse of our industry…

And beyond.

Talent, experience, perseverance, passion, being willing and able to take a risk, all a part of our formulae. We are fortunate to have no strings, no corporate oversight, no boundaries at all. And I couldn’t be more proud of our entire team and what we are building.

We care deeply about this industry. That much is, by now, abundantly clear. We have a concern for our Dealers first and foremost. But here in real-town, we also have to care about customers, about the well-being of the OE’s, about the suppliers, vendors, reps, the entire spectrum that comprises an “industry.”

The passing of Arlen Ness is a poignant reminder that our industry has lost much. Lost many. But there is so much more to celebrate, to fight for, to sustain. Our friend Arlen’s legacy is that he inspired. Stay tuned for big new initiatives…

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Columbus’ latest landmark, the National Veterans Memorial & Museum is a living tribute to more than 40 million Americans who have served this nation.

Columbus is a a great city. A city with scale, momentum and a love of motorcycles. #ColumbusRolls

Photo : Dingo Photographie

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Editor’s Note

By Robin Hartfiel

INSPIRED

H

ow do you pay tribute to, or even begin to acknowledge the achievements, of an icon like Arlen Ness? One look at the websites and social media channels and it seems as if everyone was influenced, intrigued by and inspired by “The King Of Custom Motorcycles” at some point in their career. It would also appear that virtually everyone who ever was fortunate enough to spend time with the man has essentially the same story about his humility, friendliness and genuine caring. It also seems that everyone in the industry has a picture of themselves with Arlen.

The highest honor any magazine can offer is the front cover. Certainly, there is no one more deserving of it than Arlen… who graced more covers with more custom bikes than anyone in this industry. However, we wanted to do something more than a blurry snapshot of a star-struck staffer posing with Arlen back in the day.

Enter Ray Drea. Known as “The man who replaced Willie G.” Ray is the Chief Stylist, Vice President and Director of the Willie G. Davidson Design Center at Harley-Davidson. His portrait of Arlen was the highlight of Michael Lichter’s gallery at Sturgis. It was asking a lot, but when our creative director Gus Stewart reached out for permission to use his art to honor Arlen, Ray was very gracious and humble... much like Arlen himself.

When it came to writing the story of his life, who better than the man himself? A couple years ago I was lucky enough to have Arlen tell me his life’s story, so the Vale tribute on page 90 is in his own words. With that in mind, the send off from his family and co-workers at Arlen Ness Motorcycles in Dublin, California, is far better than just another “me and Arlen” story from some magazine hack. This is what the shop posted:

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It is with heavy hearts that we announce Arlen Ness the visionary, loving husband, father, grandfather and leader of our family passed away last night March 22, 2019. Arlen passed away comfortably in his home surrounded by loved ones after the most creative and inspirational life anyone could imagine.

The most important things in Arlen’s life were his wife of 59 years Beverly, his children, grandchildren, friends and motorcycles. Arlen once said that “Motorcycling has been a great ride… my whole life since I’ve been motorcycling has been wonderful. I’ve met so many nice people. Friends all over the world... We can go almost anyplace and stay with friends. It’s been great.” With few words Arlen conveyed his priorities every day, family and friends.

Everyone who knew Arlen respects him for his achievements and for who he was as a person, both of which are superlatives. The respect is how Arlen came to deserve the commonly spoken nickname “The King of Custom Motorcycles”. Arlen rarely reflected on his own success. He never planned for it, this is because what he achieved had never been done before; it had never been dreamt of.

Arlen has touched the lives of our family, the Arlen Ness team and thousands of others around the world with his genuine character. We will announce a memorial service and celebration of life after some private time, and appreciate your understanding. We thank you for your respects and condolences.

Although the Ness family cannot put their loss into words, they can look up and smile knowing Arlen has done something that few men do in a lifetime of trying. He has inspired.

The Ness Family & Arlen Ness Motorcycles Dublin, California

Ave atque Vale Arlen Ness

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

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very informative and each department would benefit from what they found in Dealernews. It would be interesting to read about dealers that paid the high interest rates in the early 1980’s and survived.

Dealernews has been very valuable to my dealership and I thank you for all the information and work you put into it. We have used Dealernews for 50+ years.

Del D. Hofer West Fargo, North Dakota VALE GAVIN TRIPPE This is really great. Thank you, Dealernews, for doing this. My Dad would have loved it.

50+ YEARS IN THE SADDLE Thank you ever so much for putting me onto your Dealernews distribution list. I started riding at the age of 14 and purchased my first motorcycle (1947 HD Knucklehead) at age 16. I purchased my first HD dealership at age 26. After 53 years as a dealer I retired November 2013, but I still ride. Like to keep up on what is current in the motorcycle world as I still love it. I still ride each year on my birthday 5 Feb rain or shine, but some years it gets really cold riding here in North Dakota.

Being a motorcycle dealer for over 50 years comes with many challenges, everything from insurance, finances, flooring, weather, economy, help, computers, promotions… just to mention a few. When I started in 1961 it was quite easy, get to know your banker, run a clean operation, advertise and take on a good franchise, one that will work with you. It all worked quite well as I was the salesman, parts guy and one of the mechanics.

As business got bigger and growth could not be stopped. I ran into more challenges as our staff grew up to as many as 40. One of my dealer friends told me about a publication called “Motorcycle Dealer News” and I subscribed to it. After reading the first issue I asked if I could receive three copies for my store, which I got. Each department head was given one to read, sign and share whatever information in the issue of Dealernews that pertained to that department.

We used the information as it came from all over the US. The articles were

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Gavin Trippe, Jr. www.2Wheel.com San Juan Capistrano, California

ABOUT THAT COVER… I would like to purchase a copy of the magazine with the awesome motorcycle art on the cover... I think Feldman did it?

Ave atque vale is the Latin phrase for “hail and farewell.” An example of ave atque vale is those attending a highranking Roman officer’s funeral would say “Vale” as a salute to the person who had passed. The entire motorcycle industry owes Gavin Trippe a salute for bringing motorcycle racing to TV, redefining roadracing and creating Supermoto single-handedly. As a journalist, race promoter, impresario and visionary, Trippe did as much to popularize motorcycling in America as anyone since Soichro Honda and Bruce Brown. Vale, Gavin Trippe!

Justin Wynieski Cuyahoga, Ohio Mad Media, the folks responsible for bringing back The Mint 400, shocked the off-road world by announcing the return of motorcycles after a 45-year hiatus.

Artist Joey Feldman was commissioned to create “Special Breed” a limited-edition poster combining the spirit of desert racers with Hunter S. Thompson’s twisted musings in his seminal book, Fear and Loathing in Las Vegas. See more of Feldman’s original artwork at www.joeyfeldman.com and via Instagram @joeyfeldman_artist GREAT READ Really great read. Love what you guys are doing.

David Zemla, VP - Marketing S&S® Cycle, Inc. Viola, Wisconsin

PARDON MY FRENCH… Excuse the French, but I love every F***ing thing about this issue! LOVE LOVE LOVE the cover! When did this industry stop pushing the edge and having some fun along the way? Keep kicking ass and never ask for forgiveness.

Great job to all and love having the magazine back!

Tim Calhoun, National Sales Manager Helmet House Calabasas Hills, California

issues are at the top of our wish list, too Mike!roadracing and creating Supermoto single-handedly. As a journalist, race promoter, impresario and visionary, Trippe did as much to popularize motorcycling in America as anyone since Soichro Honda and Bruce Brown. Vale, Gavin Trippe!

TOP 100?

I work with Indian Motorcycle Charlotte and we were wondering if the Top 100 competition will be resurrected in 2019? It’s great to see Dealernews coming back online. I know the cost of a printed monthly edition and a separate Top 100 Yearbook may make that cost prohibitive, but I always thought the Top 100 was part of the glue that held dealers’ interest.

Michael Zapiecki, Principal Team Z Marketing Maumee, Ohio The Dealernews Top 100 will be making a comeback once we get back up to speed. Hard to believe that Dealernews ceased monthly print publication back in 2015, but Top 100 program and monthly print

ROYAL WELCOME I just wanted to drop you a quick note letting you know that I’m enjoying reading the new Dealernews and I just wanted to congratulate you on an excellent re-introduction of the magazine. I am sure it has been

quite busy and a bit crazy lately.

Thanks for taking the leadership role with Dealernews — the motorcycle industry needs this publication and will benefit from your leadership and experience.

Please let us know if/when you feel it is appropriate to tell the Royal Enfield story to your audience. I truly believe Royal Enfield can and will help drive growth in the USA motorcycle industry over the next decade. The middleweight segment is ripe for excitement and we are 100% invested in this space.

Enjoy the long-awaited spring weather warm-up coming soon…

Cheers, Rod Copes, President Royal Enfield North America Milwaukee, Wisconsin

SOUND OFF! Dealernews is indeed back. Join in the conversation by emails Editor@dealernews.com Like us on Facebook: www.facebook.com/DealernewsFan/ Follow along on Dealernews.com Tune into the new YouTube channel: www.youtube.com/channel/UCZE6q4gQ5EIz0nOX4WaXw1w

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The flooding in the midwest continues... Passport Aerial Photography captured this Iowa Harley-Davidson dealership under water. The bikes were saved, but the facility is another story. However Loess Hills Harley-Davidson is not going down without a fight!

LANE SPLITTING LEGAL IN UTAH

The ability for for motorcyclists to filter in traffic is the buzz in the Bee Hive State! According to the AMA, Utah became the second U.S. state to formally recognize a type of lane splitting, with the governor’s signature on a bill legalizing the filtering of motorcycles between lanes of stopped traffic.

“This is a major victory for motorcyclists in Utah and across the country,” said Mike Sayre, on-highway government relations manager for the American Motorcyclist Association.

“As more states acknowledge the benefits of lane splitting, motorcyclists can become safer on the roads, and motorists can find some relief from traffic congestion.”

LOESS HILLS HARLEY-DAVIDSON TAKES THE HIGH GROUND

Motorcycle people really are the greatest people in the world… but you already knew that. Loess Hillsl HarleyDavidson in Iowa is underwater… literally, not figuratively.

Even though the flood waters were as high as the door handles, the motorcycles were moved a farm implement store on high ground and the sales team was hard at work Monday morning when this photo was taken.

“This was the water level at our front door earlier today,” noted the dealership’s social media channels. “Imagine what was going through all of our minds. Yep, fear, uncertainty, sadness, hopelessness. Then this came, a quote from our owner Ray Croghan: “That is tough to see. But you know what that is not our dealership. That is just our building. Our dealership is a partnership between the owners, the staff, the customers and The Motor Company. None of those elements are underwater.

Watch us rise as the water recedes!”

Is that bad ass or what! Your Home In The Hills will be back and better than ever!”

A tip of the helmet to the entire team at Loess Hills Harley!

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It used to be claimed that “as goes California, so goes the nation” — and in the case of California Air Resources Board legislation impacting the powersports industry goes, still holds true. For years the rest of the nation has been slow to accept it. In fact, it wasn’t actually codified until January 1, 2017, when section 21658.1 was added to the California Vehicle Code defining lane splitting, which is now explicitly legal in California for the first time. The California Highway Patrol released new lane splitting safety tips as of September 27th, 2018.

Provisions for H.B. 149 in Utah allow motorcyclists traveling no faster than 15 mph to filter between lanes of stopped traffic traveling in the same direction on roads where the speed limit is 45 mph or less. The bill, sponsored by state Rep. Walt Brooks (R-St. George) and state Sen. David P. Hinkins (R-Orangeville), was signed by Gov. Gary Herbert on March 21, but doesn’t actually take effect until May 14.

There are also provisions in the bill automatically repealing the law on July 1, 2022, if the legislature takes no action to extend it.

The AMA endorses lane splitting, given the long-term success in California and the University of California study by Berkeley researchers showing that it enhances motorcycle safety. And the AMA will assist groups and individuals working to bring legal lane splitting and/or filtering to their state.

The full AMA position statement on lane splitting can be found at: www. americanmotorcyclist.com/About-The-AMA/lane-splitting-1

SAVE THE SALT!

In addition to approving Lane Splitting, the Utah State Legislature passed a $5 million appropriation to restore the Bonneville Salt Flats as part of the state budget. According to SaveTheSalt.org Utah legislators received upwards of 1,000 emails from the motorsports community in recent weeks, which helped focus much needed attention on the critical funding request. The money will help support a program to restore the iconic land formation in northwestern Utah.

“This marks the first public dollars appropriated to restore the depleted salt surface since the land speed racing community began its quest more than 30 year ago,” said Save the Salt Foundation Vice Chairman Tom Burkland. “This is a job well done. Land speed racers the world over say, ‘Thank You Utah!’”

Lawmakers authorized the Utah Department of Natural Resources to create a “Restore Bonneville” program to increase the volume of salt being pumped onto the Bonneville Salt Flats by Intrepid Potash, Inc. Racing community representatives have worked with lawmakers, regulators and Intrepid Potash, Inc. to craft the 10-year project. Salt brine pumping levels will dramatically rise as a result of infrastructure upgrades. The racing venue should gradually expand from its current length of about 8 miles with the goal of reaching its original 13-mile length.

State funds become available on July 1, 2019. Utah lawmakers made the appropriation contingent on securing a commitment for monies from outside sources. The bulk of the estimated additional $45 million needed over 10 years will come from the federal government, with contributions as well from the motorsports community. Attention will now turn to the U.S. Congress and the U.S. Bureau of Land Management to appropriate funds and make commitments so that Restore Bonneville becomes a reality.

The Bonneville Salt Flats is listed on the National Register of Historic Places. The Save the Salt Foundation is a nonprofit organization whose mission is to restore the Bonneville Salt Flats working with the Utah Alliance, a Utah-based organization with the same mission. The Save the Salt Coalition is an umbrella group comprised of automotive and motorsports companies and organizations with a vested interest in this national treasure. For more news, information: www.savethesalt.org

PARTS UNLIMITED NORTH AMERICAN NVP Parts Unlimited, Drag Specialties and Parts Canada are teaming together this August to present the first NORTH AMERICAN NVP. This is the first Expo that will unite the three companies to introduce the fall buying season. With this collaboration, exhibitors will have the best of all teams in one location to roll out new products, programs and to educate both dealers and sales reps.

“Parts Canada, its staff and I are very proud to be a part of the LeMans global family,” says James Danyluk, President of Parts Canada; “We are very excited to celebrate our 20th anniversary with our corporate family in Madison at the 2019 North American NVP.” Mike Collins, LeMans Corp. CEO adds “I’m very excited to have our Canadian team join us for our first North American NVP. It’s another step forward in our quest to service all our dealers the very best we can. What an opportunity to share ideas and experience and to learn from one another.”

Twenty years ago, Fred Fox started Parts Canada and has never looked back, notes Danyluk. “Back then, Parts Canada was the smallest distributor in Canada. In typical fashion, Fred, along with the U.S. and Canadian teams, turned the tiny distributor into Canada’s largest powersports distributor.

We look forward to being a part of the largest powersports distributor expo and to seeing dealers and suppliers from across the continent.”

The North American NVP runs 2 full days featuring opportunities to connect with the industry’s leading brands on the expo floor, through dealer training sessions and socially at the Meet & Greet/Bike Show.

Save the August 24-25, 2019 date and join the industry’s top brands along with Parts Unlimited, Drag Specialties and Parts Canada for the 2019 North American NVP!

MARCH 2019

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LIGHTS OUT FOR BAJA DESIGNS STREET LEGAL KITS 2-STROKES TO MIX IT UP!

“We can already smell the premix in the air,” proclaims Scott Highland, Director of Powersports for Wiseco. Wiseco Performance Products has stepped up to become title sponsor of the Two-Stroke MX World Championships to be held at Glen Helen on April 20, 2019. According to Highland, the Two-Stroke MX World Championships have been an annual favorite at Glen Helen and provide an opportunity for the 2-stroke faithful to mix it up with other premix loyalists. “Glen Helen is honored to have Wiseco on board as the title sponsor of the Wiseco Two-Stroke World Championships,” adds Lori Wilson, Events & Sponsorships Director for Glen Helen Raceway. “The event has grown every year and with Wiseco’s support for 2019, the event will be the largest ever.” For more information log on to www.glenhelen.com

Baja Designs is phasing out dual-sport lighting kits after more than 25 years of producing the light that started it all. Orders for new Dual Sport Kits will be accepted until August 1, 2019, after which Baja Designs will continue to support the product line while components are available, with an anticipated total phase-out by Q1 of 2020. (Replacement parts will be determined by manufacturer availability and will require minimum order quantities.) “It is a bittersweet decision,” says Alan Roach founder of Baja Designs. “I engineered the first Dual Sport Kit in my garage.” While Baja Designs has seen a slight down-shift in sales of Dual Sport Kits, the line still produces healthy numbers. However with LED and Laser light sales growing exponentially, the company has decided to prioritize development. For more information or for business-opportunity inquiries, please contact Baja Designs, 800.422.5292, www.bajadesigns.com

CARDO SAYS WHAT?

Cardo combines with JBL to set a new standard for in-helmet sound. Cardo’s 2019 PACKTALK lineup features world-class audio technology from JBL. “Through intensive research and rider feedback over the past 15 years, we discovered that performance, ease-of-use and sound quality are the most important factors for riders when looking for a communications system,” said Dan Emodi, Cardo VP Marketing. Founded more than 70 years ago, JBL is the world’s No. 1 sound company and is synonymous with audio excellence and innovation. The Cardo-JBL partnership delivers the ultimate listening experience for all motorcyclists – whether riding through a mountain pass or commuting through city streets.

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RUNNING OF THE BULS!

The Atlanta Short Track on March 23 played host to the first of three “Astro Invitationals” to benefit the Rookies of 79 Charity For Injured Racers — American Flat Track Racing’s official charity. The running of the Buls brings former pros and vintage flat track competitors together to compete on purpose-built 2-stroke Bultaco Astros. “The Astro Invitational was a hit with our Atlanta Short Track fans in 2018,” said Cameron Gray, COO of AFT Events. “Fans love seeing some familiar stars of professional flat track rip around Dixie Speedway on these classic flat track machines. We are excited to have them back again this year.” The Astros will also compete at the Laconia Short Track on June 15 and the New York Short Track on July 13.

MORE ROADS TO HARLEY-DAVIDSON

When Matt Levatich unveiled Harley-Davidson’s plans to roll out 100 new motorcycles and build 2 million new riders, the skeptics came out of the woodwork! However Harley’s 10 year plan just accelerated with the purchase of STACYC e-drive balance bikes.

BRAKING INTO THE U.S. MARKET

Accossato Group, a leader in racing components — including brake master cylinders, throttle controls, brake calipers and rotors — is now available exclusively in the U.S. and Canada through MOTO-D Racing.

“Confidence to keep going when your competition is slowing because you have the best in brake stopping power, control, and feel can be the difference between earning a podium or not in today’s competitive series” says MOTO-D President Scott Diamond. “We are extremely proud and excited to offer the best from Italy in brake master cylinders and stopping components to our customers.”

Produced in Italy, Accossato Racing products are known around the world for their leading design and strict adherence to the highest quality standards possible. Accossato radial brake master cylinders are used extensively throughout World Championship racing in addition to Moto 2, Moto 3, British Superbike, Italian CIV, and MotoAmerica where maximum brake feel and power is required. Accossato also has a long history of racing and has worked with top racers including Troy Bayliss, Troy Corser, Max Biaggi, Kenan Sofuoglu and PJ Jacobson.

“We are very excited to work with MOTO-D Racing” said Francesco D’Agostino, Sales Director for Accossato Racing.

“Accossato loves motorcycle racing and now thanks to the team at MOTO-D we can share our premium components with riders and racers in North America.”

For more information about Accossato Racing products, including detailed specs and performance figures, parts and service, click on: www.motodracing.com/accossato-racing

“We’re thrilled to have STACYC become part of the HarleyDavidson family,” said Harley-Davidson Senior VP of Marketing & Brand Heather Malenshek. “The STACYC team shares the same vision we have for building the next generation of riders globally and we believe that together, we will have a significant impact in bringing the fun and enjoyment of riding to kids everywhere.”

STACYC has inspired more than 6,000 new riders to join the sport since its inception. The company continues to serve as a catalyst for engaging riders at an early age and has been first to market with an entirely new category in both the motorcycle and bicycle markets. “After a few conversations with HarleyDavidson, we realized that the ethos of our brands and our commitment to bringing more riders to motorcycling were incredibly aligned,” said STACYC founder Ryan Ragland.

“We’ve said previously that we believe electric vehicles are where global mobility is headed and they hold great appeal for existing riders as well as opportunity to build new riders,” said Malenshek of the latest example of its “More Roads To HarleyDavidson” plan. “As we lead in the electrification of motorcycling, we’re demonstrating our commitment by delivering a full range of electric products for a vast audience who will be inspired to imagine and discover what is possible from Harley-Davidson.”

As a subsidiary, a Harley-branded version of STACYC’s 12-inch and 16-inch models will be available to select Harley-Davidson dealers. The branded products will be available in the U.S. in Q3. Non-Harley branded bikes will continue to be sold through STACYC’s existing distribution network. STACYC entered the market in 2016 and sells their kids’ bikes for an MSRP range of $649 to $699 through powersports dealerships, including 29 Harley-Davidson dealerships, online and via independent bicycle retailers.

MARCH 2019

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After 8 years with American Honda, Robin Fiore who has joined the UBCO team as the US Sales Director. “When I saw the UBCO 2×2 I immediately recognized there was something about it in its DNA that resonated with me,” says Fiore. “I could see what it represented and the multiple advantages its design offers. The all-electric 2×2, a low center of gravity, great battery capacity, step-through design and near silence – just to name a few of the competitive advantages offered by UBCO. It is not just for recreation, it is tool… When I first met the team I realized this is a team of people who are passionate about mobility and thinking a little bit different on how to solve problems.” See more of Fiore first impressions here: https://lnkd.in/gDd9zFm

Have you tuned into the initial American Flat Track broadcasts on NBCSN this season? The on-air talent team has been changed up.

Racer X editorial director and veteran commentator Jason Weigandt returns to the booth, now joined by former Monster Energy NASCAR Cup driver A.J. Allmendinger and seasoned motorsports sideline reporter Kristen Beat. “I’ve announced plenty of racing, but I’ve seen nothing that provides the close finishes and last-lap action of American Flat Track,” says Weigandt.

“I’m pumped to be back for this year’s broadcasts, and we plan to get even more in depth with the AFT culture and storytelling than ever before.”

Allmendinger joins Weege as color commentator in 2019. “I have been a huge fan of professional flat track my whole life,” adds Allmendinger. “I

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grew up going to the San Jose and Sacramento Miles with my dad. I’m really looking forward to being part of the AFT NBCSN broadcast team and working with Jason Weigandt — he is definitely the right guy to learn from.”

With nearly a decade of motorsports broadcasting experience, Beat was the sideline reporter for the Amsoil Arenacross Series. “Since 2017, our NBCSN telecasts have been crafted to tell the story of the sport both on and off the track,” states AFT CEO Michael Lock. “The story of American Flat Track goes beyond the racing — there are real personalities piloting those machines. As we enter a new season, we look forward to working with NBCSN and its expert team to share the more personal, first-person perspective of American Flat Track with our fans.”

Back in the day of conventional forks Daystar fork boots were de rigueur for any aspiring Marty Moateswinning-the-USGP-at-Carlsbad fantasy.

Daystar is still inspiring passion with powersports products, but more on the UTV side these days, says new performance accessories sales manager Steve Rezek. With more than 30 years hands-on experience in aftermarket product sales, operations, and vertical manufacturing, Steve is an avid enthusiast. Formerly president of Performance Accessories prior to its acquisition by Daystar Products, Rezek will be responsible for developing new products and processes for the company.

Industry veteran Chris Wall is on the gas with VP Racing Fuels! In this newly

created role, Wall will be overseeing VP’s Race Fuel Sales on the East Coast, as well as leading national sponsorships and leading OEM relationships as senior director. “Chris brings a unique blend of experience in aftermarket and motorsports required to tackle these diverse, but related initiatives,” claims VP CEO Alan Cerwick. “His industry knowledge and established relationships are second to none, and we expect accelerated growth activity in his areas of responsibility.” Wall joined VP as chief marketing officer in 2014 and more recently, served as senior director of branded retail, expanding that division to nearly 300 VP-branded c-stores in less than two years. Prior to joining VP, Wall was with Porsche Cars North America, Pirelli Tire and Yamaha Motor Corp.

Former dealer Kevin Templeton is the shot caller for National Powersport Auctions new Sacramento facility.

“Kevin has a wealth of industry experience having been in involved in sales, marketing and management in both the automotive and powersports industries for 35 years,” notes NPA COO Jim Woodruff. “He also has real world experience at the dealership level, which is critical to meeting the needs of dealers participating in the auction process.” In fact, Templeton had served as GM for this month’s Dealer ProFile Carson City Motorsports in Nevada for the past 7 years! “I grew up watching my dad, uncles and cousins desert race Barstow-to-Vegas, flattrack at Ascot and moto at Saddleback Park.” When he was old enough to get a license for the street he also took annual trips to Laguna Seca to watch MotoGP for 10 years straight. “I got my first motorcycle when I was 5 ½ — a Honda Z 50,” says Kevin. “I bought my oldest son a Honda 50 for his 5th birthday, which has been passed through my Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

other sons all the way to my youngest grandson over the years.” When he is not getting NPA’s new facility up to speed or tooling around on one of his KTMs, Templeton is spending time with his family. “I married my high school sweetheart who I met when I was 15… we have been married 30 years. We have 3 sons Jeff, Jordan & Jaime, and two grandsons… as of now.”

After serving as a sales manager at a leading Harley dealership on the Eastern Seaboard for the past 8 years, Christopher Whitesel joins National Powersport Auctions In his new role as Mid-Atlantic Regional Sales Manager, Whitesel will be calling on dealers in New Jersey, Delaware, Maryland and Virginia. “Christopher has been part of a top performing team at Harley-Davidson of Baltimore for nearly a decade and he has lead the sales team to 10% yearover-year growth as sales manager for the past five years,” says NPA VP of sales Mike Murray. “He is well aware of what dealers in the region need to succeed. He is well versed in the managing inventory at the dealership level, appraising trade vehicles as well as purchasing auction/ wholesale units.” Whitesel adds, “I am looking forward to sharing some of the success I have experienced with my colleagues on both the V-Twin and metric side. Like they say, you make your money when you buy… at least you do when you buy right at an NPA auction.” A long-time rider, he is happy to have his vocation match is avocation. “My first bike was a 600cc Suzuki Katana and I currently ride a Road Glide Ultra, so there is nothing like seeing all the bikes lined up on auction day.”

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All in the family as the Ohio Motorcycle Group welcomes David Tyson as Director of Dealer Operationsfor the family of dealerships, including Adventure Harley-Davidson (Dover), Mad River Harley-Davidson (Sandusky), Rubber City Harley-Davidson (Cuyahoga Falls), Rock-N-Roll City HarleyDavidson (Cleveland) and Lake Erie Harley-Davidson (Avon). A graduate of the University of Arkansas, Tyson had spent the past 12 years with HarleyDavidson Motor Company in various leadership roles, including Director of Market Operations for the Mid-Atlantic and Southwest regions. “David is one of the most respected leaders in North American Sales for Harley-Davidson and is very well respected both at the Motor Company and in the Dealer Network,” says dealer principal Franscene Davis.

“David brings extensive retail experience with 25+ years at Wal-Mart and Kohl’s where exceeding customer expectations and developing leaders are his core values.” An avid rider since 1977, Tyson exemplifies the Harley-Davidson Brand and Culture with a true commitment to understanding the past, present and future. Tyson and his wife Sherry have been married for 35 years and have a son, daughter, 3 grandbabies, and 2 dogs. He says he is an ex-artist, an ex-basketball player, and an avid donut lover!

MotoAmerica has picked a pair of winners to help elevate roadracing in America.

First Dennis Kanegae was named

Director of Sponsorship, most recently Lance Bryson was brought on board.

Kanegae comes to MotoAmerica with more than 30 years motorcycle industry experience where he has served as a marketing director, advertising agency management supervisor, chief marketing officer and creative director. The native Southern Californian has expertise in digital, print, broadcast, collateral production, promotions and events.

“Dennis aligns perfectly with the goals of MotoAmerica and we know he’s going to perform well in his new role as Director of Sponsorship,” said MotoAmerica’s Senior Vice President of Sales and Marketing, Jeff Nasi. “I’m really excited to get started at MotoAmerica,” Kanegae added. “I’m a lifelong motorcyclist, a former racer and a huge racing fan. I’ve been watching MotoAmerica since they started, and I’m beyond thrilled to be joining their team and helping them get to the next level.”

Lance Bryson comes to MotoAmerica with a career in the motorcycle industry that dates back to 1982, including his most recent responsibility as the Director of Special Events for the Bonnier Corporation where he managed all aspects of the AMA EnduroCross Series. Bryson was not only involved in all levels of the EnduroCross Series operations, but he also directed local and national sponsorship and sponsorship fulfillment. “We are thrilled to be able to bring Lance to our team,” said MotoAmerica President Wayne Rainey.

“A lot of us here have known Lance for a long time. We know he’s very respected within our industry and he will be a nice addition to the MotoAmerica team. This is just one more piece of the puzzle that will push us forward to the next level and we’re excited about it.”

Bryson also believes it is a good fit: “I’m pumped to get the opportunity to help MotoAmerica reach the next level with their sponsorship strategy,” he says. “As someone who was involved in so many levels in the EnduroCross Series, I’ve always paid attention to MotoAmerica and have watched them grow. When I saw that they were part of two networks for the coming season, I knew they were going big time.” MotoAmerica will begin its fifth season of racing, April 5-7, when the 2019 series kicks off at Road Atlanta.

Parts Unlimited wins another trifecta of talent! Ladies first as Parts Unlimited is pleased to announce Megan LenhartCroft as the newest sales rep for the South Central region covering dealers in the Louisiana/Florida area. Laura Croft… um, Lenhart-Croft grew up riding 3-wheelers in the Mojave Desert. She also has a number of dirtbikes including Kawasaki KX80, Yamaha YZ125, YZ250, YZ426F and TTR125L. In addition, she has experience providing track-side support for motocross and superbike events. During her free time, Megan enjoys off-roading, trail riding, camping, hiking, and just spending time outdoors.

Joseph Kopp the newest sales rep for the Northwest region covering the Seattle, Washington, area. Kopp grew up riding dirtbikes, ATVs and stand-up Jet-skis before racing SuperMoto and becoming a track day junkie. “Basically, if it had a motor, I rode it,” says Kopp. In his down time, Joseph also enjoys scuba diving, snowboarding, hunting, fishing and camping.

And the talented trio is rounded out with Parts Unlimited adding Zack Layne to the sales team roster. He is now covering dealers in the SE Missouri/Western Kentucky area.

Layne’s experience includes working in Sales and Parts Manager roles with several dealerships. He has also been riding motocross for 15 years and currently owns a 2018 Yamaha YZ 450F. In addition to moto, Layne likes drag racing. He plans to get his dealers the holeshot on all the latest go-fast goodies in the Parts portfolio!

BECOME A DEALER TODAY!

To get involved, head to www.ubcobikes.com/us/become-a-dealer/ fill in the online form and we will be intouch.

WORK PLAY EXPLORE RIDE COMMUTE HUNT FARM

BONANZA!

Carson City Motorsports Set To Strike It Rich By Doing Things Differently

By Eric Anderson

R

emember the old Bonanza TV show? The opening scene showed a map of the giant Ponderosa spread in the heart of Nevada mining country during the silver boom. Fast forward to today as Carson City Motorsports is looking to strike it rich in their Carson City, Nevada, location, coincidentally right on the edge of the mythical Cartwright family empire. Owner Chris Kassity and GM Maya Keller are definitely shaking things up in the Silver State. But instead of semi-precious metals, horses and cattle, they are hoping to mine customers by selling pig iron and iron ponies…

More specifically adding Harley-Davidson iron to what had traditionally been a dirt bike shop. Kassity comes from outside the powersports industry with some new ideas and a solid understanding of what it takes to make a franchise function. In less than a year the dynamic duo has achieved a successful turn-around of the business. The former KTM/ Husqvarna/Textron/Arctic Cat dealership has tapped into their own version of the Comstock Lode with the addition

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of streetbikes and a complete re-think of how to run the business.

Time to tune in to a new “Bonanza!”

HUSKYS & HARLEYS? The Huskys and Harleys mash up has proven to be a map to success. “We have doubled sales in 1 year by redirecting marketing efforts, adding a few new lines and incorporating pre-owned machines into the mix,” explains Keller. “Our head count went from 6 to a total of 16. The service capacity has been doubled too, as more customers owning all makes and models of powersports machines are now welcomed here.”

Kassity’s vision combined with Keller’s real-world dealership experience has paid off as they have expanded on what worked along with changing some things up. “We now offer more special events at the store and focus much more on social media than previous ownership,” adds Keller. “The addition of the Osset, Strider and STACYC lines of electric

bikes for the youth market are going to assure us of having customers for a long, long time.

“Unlike the powersports retail tradition of closed on Sunday-Monday, we are also now open on Sundays and Mondays because weekends are when our customers want to spend money and enjoy themselves… and Monday’s see our service bays filling up with machines that may have been broken having too much fun.”

Speaking of fun, local customers can also look forward to Carson City Motorsports being the sponsor of the Carson City/Fuji Park Flat Track event and official sponsors of the Street Vibrations in Reno. “We are going to keep twisting the throttle to the stops!”

The balance between Kassity and Keller is key to staying on the gas. Hiring the right GM is critically important to any dealership, especially for a dealer principal from outside the industry. Kassity didn’t have to look far for Keller, though.

“Chris found me locally across town at another dealership. I am a former Marine and a rider since 1998. I also am a gold member graduate of all of Harley-Davidson’s Pace, PHD and ProSell training programs.”

PowersportsU.com is also on Keller’s resume. “I wanted to know more about all the aftermarket accessory brands offered there… and it is free! I wish there were more online training courses available for me and my staff — the online management and product courses are the most efficient way to learn because we usually don’t have time during business hours or want to take away from our employees’ family time.”

A LITTLE SLIVER STATE HISTORY CMS has been around since 2003 when the previous owner left his master tech position in another dealership and relocated the operation to its present location along Highway 365 just south of Carson City, Nevada. The old store was KTM/Textron/Arctic Cat, focused on off-road markets, especially desert racing. In fact, the famous off-road and EnduroCross racer Ty Tremaine, operated out of this shop which also offered the Alta brand until they pulled the plug.

Now the store also has Husqvarna, STACYC and OSET trials bikes, plus plenty of pre-owned street motorcycles sourced from the new NPA Sacramento facility.

The extensive inventory of pre-owned Harleys sitting outside the shop is definitely a change of pace for what had been a dirt bike shop. What prompted this new addition, especially knowing there is already a franchised HD shop in town?

“Harley franchises are over-priced to acquire, plus the preowned market is super strong,” explains Keller. “The bikes are mostly all low mileage and fairly new at reasonable prices for us to buy wholesale and offer at retail. NPA makes it pretty easy once you know how…” Keller knows the formula from the inside out. “I was a GM at a Harley franchised store before, so I know where we can succeed and expand in the Carson City and Lake Tahoe area… without the Milwaukee Motor Company breathing down our neck.”

Ironically the Comstock Lode is located under the eastern slope of nearby Mount Davidson, a peak in the Virginia Range. It just happens to be the site of the first major discovery of silver ore in the United States. Kassity and Keller are hoping history repeats itself with the HarleyDavidson connection.

STRIKING IT RICH WITH FRANCHISES? New owner Chris Kassity’s background is from outside powersports, but all about working within the franchise business model. His extensive experience in the food industry includes owning 15 McDonald’s franchises in northern California and Nevada. He is also a huge motorcycle enthusiast! “Under Chris’ direction, we simply picked up the ball where the former owner left off, but we are bringing some new ideas to what might be called an old Continued on page 22

MARCH 2019

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Continued from page 21

industry. Chris knows how to look at a P&L statement …and how to make money,” adds Keller.

“Why would you want to work for an owner who doesn’t make money rather than one that does,” questions Kassity. “We saw opportunity here with the location, the demographics and the opportunity to add more franchises, plus pre-owned machines.” Seems like a formula for success.

“The opportunity we saw was to serve a broader market than previously done,” he adds. “This place was a dirtbike shop before and we didn’t need much research to see where growth could occur.” CMS had dabbled in some street machines once KTM offered more Dukes and big adventure bikes, but it still focused on off-road because of the local access to BLM lands, the Virginia City Grand Prix and local MX tracks.

“Now, we have added focus to the domestic cruiser markets with 8 Harleys on our showroom floor right now. We also offer many more service options… from UTVs to sportbikes — it is not just dirt anymore,” interjects Keller. “We are also looking and some new brands to bring in now that we acquired the building next door. Yes, we are growing!”

BY THE NUMBERS Saying Carson City Motorsports is growing is almost damming them with faint praise. “We doubled retail sales of new units in the past 12 months,” according to Keller. “We now average 15 pre-owned sales per month… which didn’t exist at all before. The F&I area has actually become its own separate department, so we have drastically increased the focus and sales of three products: extended warranty, batteries-for-life and preferred maintenance for new and pre-owned machines.”

The preferred maintenance program is not limited to vehicle buyers — anyone owning any motorcycle who visits the store has the option of buying it. “The other big change has been a big ramp-up in social media and website homepage pop-ups offering sales, parts and service coupon incentives.

As a relative outsider, Kassity was looking at powersports retail as an investment opportunity, however he knew he had a lot to learn. Chris joined a couple 20 Group right away

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and began listening to two groups of dealer members. One, the old guys who have been successful in their formulas for a long time, and two, the new young investors in powersports.

He says the old guys have offered some very wise advice which equate to basic, unwavering fundamentals in the powersports business. The newcomer investors bring fresh ideas which “test” the market and even question some of the original fundamentals in the first group.

“This is how we got a ‘big picture’ view of the industry opportunities quickly,” he believes. In other words, why couldn’t a KTM/Husky dirtbike shop expand to also serve the Harley market? Or the sportbike market? Or the UTV market? Or the electric bicycle market? Now, we are looking for growth with more adventure brands and eventually more locations.”

Kassity’s outside the box vision and Keller’s view from the trenches have been tempered by the wisdom of the 20 clubs and the power of pre-owned sector. “We are very happy with the Powerhouse 20 Group and what it offers in terms of new thinking, metrics/benchmarks and the sharing of best practices. NPA is also becoming more of a partner in the pre-owned market while we shop via simulcast in Sacramento, San Diego and Dallas.

“On the retail side, I think our new thinking relating to events is really making one of the biggest differences. That travels by word-of-mouth… with a little help from the Internet and smart phones via our website and social media outreach.

The biggest lesson we could tell anyone looking to acquire a retail location is to be cautious, be more knowledgeable of ‘buy-sell agreements’ and beware the danger of buying ‘blue sky. — Hire a really good lawyer… first!”

Conclusion: Come back and see us in two months from now when we will have added a 7,500 sq./ft. showroom and +1000 sq./ft. to the service area. We will also be adding service to all makes and models of machinery as well as “pick-up and delivery” services.

Not a bad Bonanza for what used to be called the “local dirtbike shop.” Stay tuned!

Carson City Motorsports 951 Jacks Valley Road, Suite A Carson City, NV 89705 (775) 267-3767 fax (775) 267-3768 http://carsoncitymotorsports.com

One of the challenges facing OEMs in the UTV industry is to determine where the market place lives. Apart from an OEM’s own warranty registration data, there really is no comprehensive source of retail “where” and “when”.

Sources of retail data such as IHS are limited to a handful of OEMs which they have VIN decoders for and data availability is further restricted to those States which require UTV registration.

Enter Vector Victor! With a nearly 2,000 Home Depot® locations nationwide, Vector UTV makes an ideal “listener” or “antennae” for both retail “where” and “when”. So let’s start with the “where”. By monitoring individual store inventory levels, it is possible to deduce the retail volume of each. Since individual store locations are also a known, a distribution of volume by location can be generated.

Fig. 5 below illustrates both a dot-density retail map (each dot represents a unit retailed) with a heat map overlay to emphasize relative distribution (yellow to red color ramp).

The period spanned is from 11/2017-02/2019.

Dealernews Research

By Don Musick

WHAT’S YOUR VECTOR VICTOR? Part II of II

O

f the Vector UTV models available, the Vector 500 4WD 500cc model was selected for analysis due to the high volume of favorable consumer website reviews and apparent stocking levels (store inventory can be queried online – Fig. 4).

Figure 4

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Figure 5

A comparison to Fig.2 (in the February Issue) shows that despite the non-stocking status of most Home Depot® stores, Vector retail activity is largely independent of store type! Another take-home from Fig. 5 is the degree to which big box retailers penetrate local markets and do so with minimal stocking levels.

So that was “where’s your Vector Victor”, what about “when”? Aggregating relative inventory levels and retail volume on a timeline is shown in Fig. 6.

So “when’s your Vector Victor” shows a fairly typical late spring seasonality curve (save a dip in Mar-18 retailavailability?) and inventory levels seem to have stabilized at ~ 75% of initial inventory levels. According to “The Ultimate Guide to Selling At The Home Depot®” published by AskUity, Home Depot® uses a Centralized Auto Replenishment (CAR) system based on seasonally adjusted sales history, maintaining a specified inventory position for each SKI in each store. CAR parameters include supplier turnaround time, transit time and minimum order quantities. Notably, the sales volume of the last 4 months of the time period was significantly lower than the first 4 months, a factor sure to be considered in Hisun’s distribution strategy.

In addition to Home Depot®, Massimo UTV product was also sold (over the same timeline) through the Tractor Supply Co®. retail network of 1,763 locations (Hisun’s second largest distribution chain). Similar to Home Depot®, Tractor Supply UTV inventory can also be queried online and similar analyses performed. But that would be a subject for another time!

Time for a cup of coffee!

Figure 6

From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle.

Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/dealer extranets, consumerdirect commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization. He founded Genesys Technology Solutions (GenesysTech) to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University.

MARCH 2019

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Dealernews Research

By Dr. Paul Leinberger

GET IN THE GAME!

Digital Advertising Surpasses Print & TV For The First Time

H

ow will you remember 2019? Hopefully you will remember it as the year that sales and revenue began to tick up… and as the year that the powersports industry began the great turnaround!

In the world of advertising and marketing, 2019 will be remembered as the year that changed EVERYTHING. It is the year that everyone knew would someday come, but many hoped would be delayed indefinitely. In 2019, the inevitable happened. Digital advertising became bigger than “traditional” advertising (including TV, radio, magazines, newspapers and billboards).

New estimates from eMarketer predict that U.S. advertisers will spend more than $129 billion on digital advertising in 2019 compared to a projected $109 billion on “traditional” advertising. It will mark the first time EVER that the digital ad business will make up more than 50% of the market. To give you a sense of how FAST this change has occurred, in 2015 — just four years ago — the digital market was HALF the size of the “traditional” ad industry. By 2023, digital ads will capture more than TWO-THIRDS of all ad spending, according to the estimates. That’s what you would call a sea change!

That’s why you can be forgiven if you aren’t yet completely up-to-speed with the world of digital marketing. However, if you want to get the word out about your new product or new features in your dealership — and reach more

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Millennials and Post-Millennials (Gen Z) — you better think about shifting most, if not all, of your advertising and marketing to digital.

What is digital advertising, you ask? Simply put, digital advertising is marketing products to consumers through the internet, mobile phones and other digital media — such as social media. Digital advertising is just what it sounds like – advertising that takes place in the digital realm.

Twenty years ago, in the early days of the Internet, digital advertising was just a bunch of annoying banner ads placed prominently on websites. They were irritating and we learned quickly how to ignore them. We became “bannerblind.” Today, however, digital advertising is complex and sophisticated. Besides banner ads (which still exist), there are hundreds of different types of digital advertising, including Adsense, native advertising, Facebook ads, YouTube ads, sponsored tweets, website takeovers, rich media ads, pop-up ads (and pop-unders), pre-video ads…

The list goes on-and-on.

Do these changes mean that we all need to become digital marketing experts? Happily, no. However, there are a number of digital trends that you should be aware of if you are launching a digital marketing campaign. NOTE: you SHOULD LAUNCH A DIGITAL MARKETING CAMPAIGN IN 2019!

First, remember the power of SEO – that’s Search Engine Optimization. Here you see the overwhelming power of Google (for better and worse): Google is responsible for 94% of total “organic” traffic on the Internet. “Organic” means traffic that comes to your website as a result of unpaid search results. Further, 75% of people never scroll past the first page of search engine results. While at the same time, 80% of people IGNORE paid search results.

Want more sales? The single most important digital marketing technique is to rank on the first page of Google for keywords specific to your business.

Organic Search: Search engines (like Google) drive 300% more traffic to sites than social media. So, while you should be advertising on social media, think of SEO first. Leads from search engines have a 14.6% conversion rate, while outbound leads (those that you send to your digital mailing list) have a 1.7% conversion rate. That’s a difference that makes a difference.

Also think about the power of LOCAL SEO. 72% of consumers who did a local search visited a store within FIVE miles.

And if your ad was on mobile devices, 50% of mobile users doing a local search visited a store within ONE day. Local searchers are motivated buyers.

Social Media: Are you advertising on Facebook, Twitter, Instagram and/or LinkedIn? You should be. If you are advertising on Facebook, here are a few things to remember: 1. Blog posts longer than 1,500 words receive 22.6% more Facebook likes. That seems counterintuitive in an age where nobody seems to read. However, the data speaks for itself. Second, images account for 75% to 90% of Facebook advertising effectiveness. So develop ads with lots of pictures.

Advertising on Twitter? Remember that tweets with videos get 6 TIMES as many retweets as tweets with photos. Are you advertising on Instagram – which is a great way to capture the attention of Millennials and Gen Z? Roughly 60% of Instagram users discover products on the site. And 75% of users take action like visiting a company’s website after a brand’s post.

If you do any B2B (business-to-business) marketing and sales, LinkedIn is a good place to advertise. In the world of B2B, 86% of B2B leads come from LinkedIn versus 13% from Twitter and 7% from Facebook. No contest. LinkedIn generates 3 times more conversions than Twitter or Facebook. And a bonus: Every article you publish on LinkedIn is indexed and will show up in Google searches and help you to rank higher than other native content on Google.

The inflection point has been reached. From now on, digital advertising rules. Time to get in the game!

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

MARCH 2019

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Dealernews Research

By Lenny Sims

BY THE BOOK NADAguides Market Insights Power The Market Values

W

e have had a couple of unseasonable, but very welcome, warm days lately. This pleasant reminder that selling season is here again prompted us to take a look at the marine market. Last year was yet another year of growth for the marine industry. Does your dealership carry watercraft or put a toe in the marine market? Maybe you should: New boat sales in 2018 were up from prior years.

A riding tide floats all boats? The combination of steadily improving employment figures, tax cuts and healthy consumer confidence all contributed to an upsurge in the boat/PWC buz. Dealers actually reported difficulty in obtaining used inventory, keeping supply tight and values strong.

Most segments of the marine industry performed notably stronger year-over-year. Outboards brought 10.2% more money year-over-year, stern drives brought 13.1% more, inboards brought 5.6% more, and personal watercraft revenue was up 2.1%.

There was also growth and interest in the pontoon and ski/ wakeboard boat segments. We expect this trend to continue in 2019. Economic measures look somewhat less certain this year, but marine dealers should remain optimistic for the selling season.

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By comparison, the powersports market had a slow start in 2018. Fortunately, we saw strong growth in spring, summer, and unexpectedly throughout the fall season. Frankly we did not expect to see high sales volumes after summer. The continued growth during the fall and early winter can be attributed to “Indian Summer” conditions that allowed for a longer riding season. It could also be attributed to OEMs releasing new on-road motorcycles with lower price points to entice new riders.

Side-by-sides saw stronger values and increased web traffic right out of the gate in 2018, with utility side by side values up 4% and sport side by sides values up 3% from 2017. The wide range of available accessories make it easy to stay warm during winter trail riding, extending the riding season.

Unlike the side-by-side, PWC and marine markets, the cruiser and sportbike segments showed similar pricing and slowing web traffic during the year, but finished with an uptick in Q4.

Early results in 2019 are providing us with a positive outlook for the upcoming year.

A couple more weeks of unseasonably warm weather and an end to snow and flooding in the Midwest and 2019 could pick back up where we left off in 2018.

A little Spring fever could be just what the doctor ordered!

Get the latest PWC market values here: https://www.nadaguides.com/Boats/Personal-Watercraft

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 2019

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Build A Riding Community For Your Dealership

N

othing sells powersports products like people using their powersports products. Yet, many dealers do not have an easy way to share great rides, show legal riding areas, and connect riders with each other. Those activities increase the amount a consumer rides, which increases demand for service, accessories, and new products.

Last year, members of REVER Communities took 165,089 rides, rode a total of 20,859,882 miles, and spent a total of 466,475 hours riding! Plus, they planned 52,363 rides within REVER. That sort of use can be a major revenue driver for your store.

The simplest way to make your dealership a hub for local riding/driving information is with a REVER community.

What does a REVER Community do for your dealership?

• Share rides in the area • Plan rides, utilizing REVER Discovery for street and off-road routes and areas • Easily share routes for group rides • Easily track riders on a group ride • Learn from each other - community member’s rides are shared within the community • Share event dates and information • Share news and information • Drive your social media efforts by posting rides and other community activities Building and maintaining a REVER Community is easy. It does require a Premium membership $4.00 a month, or $48 a year, which also allows access to Premium content such as Butler Map Recommendations, and more. The six steps to building an online community for your dealership utilizing the REVER app can be summarized in six easy steps. The screen captures demonstrate these basic building blocks.

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Community’s are created from a.rever.co’s Community Search page.

Simply click “Add Community from the top right corner.

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When everything is filled out, click “Create Community” button.

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Fill out the form and drop in your logo and image.

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From the created Community page, you can easily add more content.

Simply select from the choices in the top right corner.

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“Add Event” allows you to input event dates and information that all of your community can see.

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“Announcements” allows you to promote upcoming dealer happenings, specials, or reasons to ride.

With REVER’s Communities, Dealers can directly reach real riders from their store. By sharing their Community on their website and social media, dealers can engage and build a lasting relationship with their consumers.

Since its launch back in 2015, REVER has racked up more the 1 million downloads and tracked 75,000,000+ miles. Get more details about how you can REVitalize your rider with the REVER app here: https://rever.co/how-it-works/ The Community admin can add in Featured Rides for all community members to see, review and enjoy. Community members can share their rides by simply making any REVER ride they track “Public” which populates the Member Rides area.

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SHOWTIME

RENTALS IN PARADISE PAGE 36

#COLUMBUSROLLS PAGE 34

OG PARTY PAGE 40

TOGETHER.WE.RISE

AIMExpo 2109 Rolls Into Columbus

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he late Don Brown used to remind us that a rising tide floats all boats. Fittingly the AIMExpo team has adopted this philosophy for the show’s 2019 return to Columbus.

Not only is it a catchphrase, it is essentially the strategy and rallying cry for the September show.

For many years the powersports industry has “talked” about working together because we are stronger when united. Now it is time for action… And it is the express purpose of AIMExpo presented by Nationwide to facilitate this unity. It provides a platform for dealers, OEMs, distributors, aftermarket manufacturers, media and consumers to talk together and work towards progressing the industry forward.

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For 2019, AIMExpo presented by Nationwide is themed Together.We.Rise as a direct reference to the collective benefit of working as a united industry and moving forward in unison. By taking this initiative, the show is able to provide a unique forum for dealers to communicate with the OEMs and distributors as well as parts suppliers and, uniquely for a trade show, interact with consumers during the public show days. Similarly, the powersports manufacturers and parts suppliers are able to meet their existing dealers and discover new ones.

More importantly, in addition to face-to-face meetings on the show floor, AIMExpo gives dealers access to the newest products on the market along with education and dealer development seminars deigned to make their business stronger and more profitable. There are also numerous opportunities to meet industry leaders and peers in meaningful interactions that can open the door to many future opportunities.

“Coming together as a group gives us the opportunity to better understand and overcome the challenges that are impacting our business,” said Bill Jenkins, MIC Board member and senior VP sales & operations, Kawasaki Motors Corp. “It gives us the ability to adapt, overcome and, with a united front, grow the powersports industry.”

Jenkins’ message is echoed by Cinnamon Kernes, VP & general manager of MIC Events: “The industry needs a single place to come together — to share ideas, to collaborate, to communicate and be inspired. When an industry comes together, it moves forward and paves the way for progress so our business can grow.”

To facilitate this interaction, the 2019 AIMExpo presented

by Nationwide has been re-imagined to create the perfect platform for the industry. It will incorporate the second annual Powersports Industry Week, which will feature a number of business and social-focused activities in addition to the usual dealer training and seminars.

The showfloor will feature three powersports lifestyle “neighborhoods.” They are dedicated to Street/Urban/Sport riders; Two and Four-wheel Off-Road and Adventure; and

the V-Twin/Cruiser/Custom segments, respectively. These “neighborhoods” will allow trade visitors and consumers to quickly identify their areas of interest and create an immersive experience.

Each “neighborhood” will highlight the latest machinery, parts and accessories specific to each market sector and help show dealers how they can better interact with today’s buyers.

Another major aspect of the 2019 show is the return of AIMExpo Outdoors, which will continue to offer on-road motorcycle demo rides for the industry and consumers.

There will also be a dirt demo area, which returns to the show in response to the growing significance of the ATV and side-by-side market.

Both segments of AIMExpo Outdoors give manufacturers the opportunity to demonstrate their latest technology, while visitors will be able to compare machines or even get behind the wheel of vehicles like the Vanderhall three-wheeler or the ROXOR off-roader for the first time.

Visit the AIMExpoUSA.com to stay updated on the 2019 program as it unfolds. And follow AIMExpo social media on facebook.com/ aimexpo, instagram.com/aimexpo and twitter.com/aimexpo

AIMExpo is getting ready to rock and #ColumbusRolls! Dealer registration went live on March 26 so you are already burning daylight! Qualified dealers can click here to register for free: https://www.xpressreg.net/register/AIME1019/landing.asp?s c=DN2019&src=&hkey=&iq=&tm=

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Sunbelt: The long riding season tempts many onto a motorcycle.

Large college campuses: College students often want to ride but lack the down payment and credit history to buy.

FLYING HIGH

Can Rentals Be An Additional Profit Center For You?

By Margie Siegal / photos EagleRider and Margie Siegal

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t may be late February, but winter is not everywhere.

While much of the nation is still shoveling snow, I am riding down a scenic road. The sun is warm, the palm trees are swaying in a very gentle breeze, and I am not dreaming.

Due to the recent availability of rental motorcycles in Hawaii and many other vacation spots, you and your customers can ride through tropical flowers and stop to gaze at the tranquil ocean in the dead of winter… or any other time for that matter.

In the past few years, motorcycle rentals have really taken off. As of last year, EagleRider, the largest U.S. motorcycle rental agency, had more than 200 locations. More than a few dealers have organized their own rental fleets and are doing rentals as part of their business plan. In the right location, rentals will increase customer traffic and can be an excellent profit center.

Location, Location Location: The success (or lack thereof) of a rental operation largely depends on dealership location.

Chris McIntyre, founder and CEO of EaglerRder, says that four types of location lead to rental success:

Major metropolitan areas: In a large metro area, there will be a certain percentage of people who want to ride a motorcycle occasionally without the expense of buying one, or who want to try out a certain model on an extended basis.

Tourist destinations: Some tourist destinations might surprise you. Chicago is not often thought of as a “destination” by touring riders, but it is the start of historic Route 66.

Asheville, North Carolina, is close to the Blue Ridge Parkway, Deals Gap and the Tail of the Dragon. The trick is to think of where a motorcyclist would want to go.

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EagleRider offers an opportunity for franchise ownership: Harley-Davidson dealers who don’t want to buy a rental fleet, arrange insurance and a breakdown service… let alone train staff and create a rental website, may be able to partner with EagleRider. Many of EagleRider’s rental facilities are in conjunction with a local dealer. Chris McIntyre says that with EagleRider, the dealer can remain focused on sales, service and parts.

“Dealers have their hands full, there is a lot on their plate,” says McIntyre. “The dealer and EagleRider work together to create success for both. It’s a win/win situation.”

A rental facility, whether through EagleRider or through your own dealership, can have these extra benefits (besides bringing in some green): chiefly, bringing In New Riders: One caveat, people renting bikes must have a motorcycle endorsement applicable to the state the rental is picked up from. Not infrequently, a prospective renter has to be turned down due to lack of a motorcycle endorsement.

When this happens, staff should be trained not to simply turn the person away, but to provide them with information on motorcycle training. “We encourage new riders to work with a coach,” says McIntyre. “We suggest that they experience motorcycle riding after they get ready.” EagleRider works with the Motorcycle Industry Council, the Motorcycle Safety

Foundation and Harley-Davidson to train new riders. Once the new rider has his or her motorcycle license, Chris suggests they join Club EagleRider, a new initiative that allows a member to accumulate “points” that translate into a day of riding. “The membership program gets people into the motorcycle ecosystem. It’s a low cost entry into our sport that’s been proven to increase ridership.”

Rentals also lead to increasing confidence to buy: “Think about golf, skiing or snowboarding,” says McIntyre. “The first few times most people try out these sports, they rent their equipment. If they like what they are doing, eventually they purchase. Millennials, especially, don’t have a lot of disposable income, and renting gives them a chance to try out motorcycling in a safe, controlled fashion.”

Chuck Lathrop, Rental Manager for Big Island HarleyDavidson, the Harley-Davidson rental facility on the island of Hawaii, says that a small but significant number of his rental customers are renting because they want to try out something they are thinking about buying, either from the Big Island or from their dealer back home (who may be snowed in at the time).

“We have seen the more times a customer rents from us, the more likely he or she is likely to buy,” says McIntyre.

If you are in the right location, rentals can get customers coming in the door, provide an income stream, and an uptick in sales… even in the dead of winter.

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The original EagleRiders was four bikes in a garage in Newport Beach, California!

Image courtesy EagleRider archives.

BECOME A FRANCHISE Why EagleRider?

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rom humble beginnings of four bikes in a garage to becoming the largest powersports rental and tour company in the world, EagleRider has been flying high.

The company raced from zero to nearly 100 locations by 2017, when a strategic alliance with Harley-Davidson really twisted the throttle on touring and rental operations.

“This strategic deal with EagleRider supports our efforts to grow ridership by making it easier for more riders to throw a leg over and experience the thrill of riding a HarleyDavidson motorcycle across our great country,” said Mike Kennedy, Harley-Davidson VP and Managing Director U.S. at the time. “EagleRider’s advanced nationwide reservation system, proven customer service and extensive travel industry expertise will allow our 700 U.S. dealer locations to seamlessly deliver premium motorcycle rental, travel and tour experiences.”

The very first EagleRider location was launched Chris McIntyre and Jeff Brown from a garage in Newport Beach, California, with four Harleys back 1992. By the time the deal with the Motor Company went down, EagleRider had grown to serve more than 100,000 riders annually.

“It’s a dream of millions of riders across the world to explore America in the most authentic way possible, on an iconic Harley-Davidson motorcycle,” said McIntyre. “For the past 25 years, we’ve seen riders return from their trips completely

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transformed by finding freedom of the open road to be the ultimate adventure vacation.”

Looking to augment your business with tour/travel/rental revenue? EagleRiders is always looking to franchise dealers.

“An EagleRider franchise inside an OEM dealership can drive incremental traffic through a dealership, which can drive sales to all departments,” claims the company.

“Depending on your location, an EagleRider franchise can also give you a piece of the motorcycle tourist customers searching for a brand they can trust. Re-branding of an existing powersport rental facility (non EagleRider facility) to EagleRider allows you to operate under a brand recognized as an industry leader.”

EagleRider is looking for franchisees in key tourist destinations and major metropolitan markets domestically and internationally. “We look for business acumen and a passion for providing superb customer service. We are particular about our franchisees because they all contribute to our success, one franchise location at a time.

We are seeking only top visionaries who are committed to building a customer focused and performance-driven business.”

Think you meet these standards? Check out their website or cut to the chase and apply for an EagleRider franchise here: https://columbia2.franconnect.net/eaglerider/leadpage.jsp

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LET THE GOOD TIMES ROLL

Kawasaki Crashes OG Moto Show With W800 CAFE Launch

By Robin Hartfiel

S

eems like the coolest shows are the “underground” events that take the pulse of the local scene. For every Born Free in SoCal, Mama Tried in the Midwest, Handbuilt deep in the heart of Texas or One Moto in Oregon that makes it onto the national radar, there are dozens of others like the OG Moto Show emerging (see sidebar). Now celebrating its third year, the event gathers thousands of motorcycle enthusiasts… and provided a perfect backdrop for the “re-introduction” of Kawasaki’s retro W800 CAFE.

We say “re-introduction” because most of the motorcycle media took little note of the EIMCA show unveil last fall… and for those not fortunate to be in Milan for the world’s oldest and largest motorcycle trade fair, U.S. attendees of the International Motorcycle Shows were treated to the W800 locally in Long Beach and the other venues on the IMS 2019 tour. However, dealers and consumers alike may not have noticed it after all the hoopla surround the H2 SX SE (rhymes with “sexy”), Versys 1000 SE and Z900RS retro rockets highlighting Kawasaki’s display. Even the hot-selling baby Ninja Z400 seemed to be stealing the limelight at the Green Team’s pavilions.

“We wanted to remind people that the W800 CAFE was available,” explained PR specialist Joslyn Petty at the VIP presentation on the eve of OG Moto. “The event is perfect and the timing with dealers taking delivery of the units was an ideal opportunity to show it off. Kawasaki’s ‘Original Icon’ is ideally suited to be shown at the OG Moto Show.”

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The W800 CAFE captures the look and feel of Kawasaki’s original, iconic W1 model of 1966. A leisurely riding position accompanied by the pulse and throaty roar of an AIRCOOLED vertical twin engine certainly harkens back to a kinder, gentler era than the Supercharged H2 we had our hands on last issue! The 773cc SOHC lump is fitted with a 360-degree crank and old-fashioned 5-speed gearbox.

But don’t let the retro good looks fool you. Modern EFI makes the old-fashioned air-cooled engine fully Euro4 compliant.

That drivetrain gets Kawasaki Assist and Slipper Clutch to ensure efficient, reliable transmission of the Twin’s pulses to the pavement. Kawasaki’s advanced analysis designed frame looks the part with none of the vintage road handling issues, while fork gaiters and wire spoke wheels are offset by giant 320mm disc brakes and ABS. A couple more modern touches include an LED headlight and a multifunction LCD screen in the gauge cluster.

“It’s a true throwback to its 1960’s predecessor, the famed Kawasaki W1,” claims Kawasaki’s Croft Long. “The 1966 Kawasaki W1 is the motorcycle that has come to represent the ethos of Kawasaki’s quest for speed. It had the largest displacement and was most powerful Japanese motorcycle of its time, and inspired the birth of the legendary machines such as the Kawasaki Z1 and Ninja H2™ sportbikes.”

“We are proud of our performance heritage, but we believe there is a market for a more relaxed, casual ride… the W800 CAFE is uniquely Kawasaki,” concludes Long. “It is time to ‘Let The Good Times Roll’ again.”

OG Fusion Fuels Moto Culture

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ueled by artesian coffees, handcrafted cocktails and local wine from Moto Doffo, the Outliers Guild motorcycle show is quickly becoming a phenomenon. Fusing art, music and culture, the OG Moto Show is ostensibly an annual motorcycle event located in downtown Los Angeles.

Unlike the played-out proliferation of Big Wheeled Baggers that have plagued some of the traditional shows, the electric mix of builds was a welcome breathe of fresh air.

The vision of Jay LaRossa of Lossa Engineering, Stan Chen, John Pangilinan and Ralph Holguin of RMD Garage, OG Moto Show is bringing motorcycle culture to Southern California.

Cafe’ Racer, Bobber, Classic, Tracker, Scrambler, Old School Chopper, Modern Classic, Brat and full customs comfortably mingled in the unique setting of The Container Yard.

Select vendors, including Aether (in a bitchin’ vintage Airstream in the center of the food court), Bell Helmets, Dubya and Roland Sands Design, mingled with OEM displays Indian, Kawasaki and Royal Enfield hand offering goods for purchase with the highlight of the event centered on the custom motorcycles on display.

Want to see what is really cool as well as what (and who) is influencing the motorcycle market moving forward? Mark your calendar for the next OG Moto Show: http://www.ogmotoshow.com/

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WHAT THEY SAID “…it’s commendable that Kawasaki was able to pass emissions regs with an honest-to-goodness air-cooled, 360-degree parallel twin. There are bikes that tip their caps to nostalgic archetypes and those that doff their caps entirely. As it gets about as old-school as is feasible in 2019, Kawasaki seems to be trusting that consumers will know the difference.” ~ Seth Richards, Motorcyclist “Maybe the retro craze has to do with the current crop of motorcyclists wanting to forget their shitty economic reality, and try to recall a time they never experienced when it didn’t take two incomes for a household to survive or the idea of a pension wasn’t something that would make a human resources drone laugh out loud. Maybe on the side of the manufacturers it’s a look back to the glory days when a simple twin motorcycle was a modest, affordable luxury, rather than a sumptuously extravagant purchase that an increasing number of motorcyclists will come to enjoy later in life than their forebears… or perhaps never at all. Or maybe it’s easier not to think about it and call it just another hipster bike for the millennial snowflakes.” ~ Lemmy, RevZilla.com “Kawasaki has dubbed the new model a true throwback to the W1 offered in the 1960s, with a nice blend of modern-day performance and timeless styling. To Kawasaki’s credit, the sport-heritage market in the United States continues to grow and the W800 is an excellent fit. Of course, this isn’t the first time a neoretro “W” was offered in the States: Kawasaki first imported this bike’s forebear, the W650, way back in 2000 but stopped selling it here after the 2001 model year.” ~ Michael Gilbert, Cycle World “We had a little bit of sticker shock when pricing was announced for the Z900RS, but we learned that the price is justified and Kawasaki is certainly having no problem selling those things. We had similar feelings today after seeing the W800 Cafe’s five-digit price tag after destination, but if it impresses us as much as its big brother, all will be forgiven. Going retro is working out great for Kawasaki, and we wouldn’t be surprised to see more old-school, non-green bikes like this going forward.” ~ Eric Brandt, The Drive

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Continued from page 40

By Lowell Anderson, Founder & CEO Simply Sound Consulting

Harley-Davidson And The Millennial Dilemma

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f you follow the motorcycle industry at all you know that Harley-Davidson is really struggling to find its next customer. Last year Harley experienced double digit declines in sales for 3 out of 4 quarters and many people are wondering where the bottom is for this iconic American brand.

To compound the sales problems, they had to recall thousands of bikes due to safety issues (brakes and clutches). This of course led to a shortage of parts. The shortage of parts led to an inability to ship new bikes, and so on…. You know the saying, “When it rains it pours!” and the executive group at Harley seem to be experiencing a torrential downpour.

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Not Really Innovation

Harley has known for years it needed to figure out how to appeal to a new customer base. The old school marketing techniques that were so successful in the past have fallen short and they are simply struggling to fill the gap between a new generation and one that is dying off.

Recently Harley released a new electric bike called the LiveWire in an effort to reach out to a new demographic.

The $30,000 price tag and the inability to compete with current products on the market left many people scratching their heads. What the hell is Harley doing?

If you are trying to sell to Millennials and you are offering an “innovative” product, that product needs to be a dramatic improvement over existing offerings or you are just making things much worse.

A Big Ego

One of the issues I think Harley is experiencing has to do with an inflated ego. They have survived for years by offering products that in some ways were far inferior to other brands. Actually, they didn’t just survive, they thrived!

The older portion of their customer base would defend Harley’s obvious shortcomings which enabled Harley to continue down a path of inferiority.

To me one of the glaring shortcomings was always the brakes. When you produce one of the heaviest bikes on the market and you are still installing single and dual piston brakes, you obviously have become a little complacent. I wrote an article some time ago called “10 Things I Hate About My Harley” where I spoke about some of the obvious shortcomings of the product.

The response was better than anticipated. When we published the article, my colleagues and I cringed a bit in fear of the backlash that we would endure. Surprisingly, many of the comments were positive. Many of the customers agreed that the products were indeed inferior, but they were willing to overlook those shortcomings for love of the brand.

The Millennial Purchase Decision

The Millennials that Harley needs to reach are not going to have that same endearment. Many industries that have survived for so long are significantly being affected by the perceptions of the new generations. Doing things the same way and expecting a different result is crazy!

Popular restaurant chains are losing sales because Millennials prefer to order food in. Breakfast cereal sales are dropping because Millennials like the convenience of eating a breakfast bar. Retail stores are quickly becoming a thing of the past as e-commerce establishments are now able to provide better service with less risk and much more convenience.

The Millennial decision process is much more focused.

They consider things like convenience, value, public perception and control of the transaction process. The net they can cast when doing research on a potential purchase is vast and detailed. Public opinion and social perception are important considerations in their purchase decision process.

Many Millennials are also entering the workplace with years of college debt so the products they choose need to have a high public rating and present a certain value threshold in order to be appealing at all.

What Is The Answer?

Harley-Davidson is in a tough spot. The current core customer represents a lifestyle and set of values that the new customer doesn’t necessarily align with. The task of meeting a new customer without alienating your current core customer is daunting to say the least and the current moves are not helping improve existing or new relationships at all.

Harley needs to consider that the new customers are budget-minded, convenience oriented and have a completely different set of values than the customers of the

past. In order to bridge the gap between the old customer and the new, Harley-Davidson needs to take their existing products and pay close attention to the details. They need to improve on the obvious shortcomings and get back to producing a product that produces a high value for the cost.

No more $30,000 bikes that come with inferior brakes and $5 hardware. If you want to survive you need to stop nickel and diming your customers for optimum profits.

For the new customer they need to look at producing products that are convenient, innovative, and meet the needs of the new generation. Produce products that are affordable, easy to maintain, and really easy to maneuver.

Develop motorcycles that offer conveniences that are outside the scope of the traditional Harley customer. The Millennial customer is much more likely to be interested in tooling around town instead of spending hours on the open road. There is a marketing saying that states you are supposed to, “sell the sizzle not the steak”, but with the amount of research the new customer can do, you better be sure there is some quality meat in that steak.

Bottom Line: Harley needs to spend less money on high dollar marketing schemes and spend more time understanding the Millennial’s wants, values and desires.

Lowell Anderson was Director Of Content & Private Label Brands for the MAG Retail Group before founding Simply Sound Consulting LLC in mid-2018. He was also Director of Merchandising for J&P Cycles for five years and spent nearly a decade as Hard Equipment Product Manager for KTM. http://simplysoundconsulting.com/

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WHAT’S YOUR BRAND?

Purple Monkey Garage On Soup To Nuts!

By Josh Tolley

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id you catch the news that Harley-Davidson has hired a new Brand President? Former Campbell’s Soup and Clif Bar exec Neil Grimmer has been brought in to evolve the iconic brand. Talk about going from soup to nuts! We’ve noticed many dealers are relying so much on the “brand” (OEMs) to drive in business, that they may have missed the business skill sets to create the business for themselves. As demographics are changing, we are seeing the brand itself isn’t the pull it once used to be.

To their credit, the brands are putting great effort into trying to maintain it, and grow again, but it isn’t like it used to be. That means a lot of dealers are now having to ask themselves how do we market, how do we sell… what’s the difference between advertising and marketing? How do we get people in the door? Once they are in the door, how do we make sure they leave with something, too?

The dealership experience has been catastrophic, to be honest. We did a test run to see how bad it was. I was kind of frustrated with my local Harley dealer and since we have done this for a living for the past 23 years, we ran this test in several stores. We presented ourselves as a customer and we told them we wanted to make a purchase. Yet five out of five had no follow-up. Not one!

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Wait a second. In an industry that is saying we need every dollar that we can find, why is it that five out of five dealers didn’t get back to us with some form of, ‘Hey, here is something we would like to sell you.”? That is alarming.

We work with other industries from coast to coast, so we had a benchmark. In the dealer space I want to see this industry to at least have the competence that we would expect from any other industry, especially since I am a rider. Those other retail-based industries, whether they be independent dealers or franchises, don’t have a 40-year track record of just relying on a brand. It is disappointing and frankly, it is something that has to change!

As we march through time and the current rider base gets older, there is going to be more and more need for that solid business skillset. In addition to Purple Monkey Garage, Monday through Friday I host a nationally syndicated talk show — there are weeks when our ratings beat America’s Got Talent —with an audience of approximately 31 million and 200,000 social media followers. Our largest market is New York City, but we are broadcast coast-to-coast. So not only do we have the skillset to help this industry, we also have the microphone to help this industry.

Continued on page 48

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Continued from page 46

As more and more dealers are going to bed every night thinking, “how do I survive until next week,” we want to help! There is this expression “it’s hard to turn a big ship” there is a lot of that inertia in the motorcycle industry. Just because we love this, we weren’t even going to charge to try to help some of the brands better assist their dealers and reach more customers. But the lack of even a call back is crazy!

I can get the White House on the phone easier than reaching an OEM… no joke! I can get the White House on the phone faster than I can get to the people who need the help in this industry because they are so stuck in their ways.

Unfortunately doing the same things in the same old way doesn’t cut it anymore!

Real quickly you have to realize a brand is not a name, it’s not a log, not a color scheme… those are just things that are associated with a brand. A brand is an expression of belief.

So, if you are going to market to Millennials, or anybody for that matter, what you really have to do is give your target audience the experience of that brand.

That is way bigger than inviting customers to come out for a test and ride. Here’s the reality: if you’re a 20-something Millennial who has never thought about riding a motorcycle, a test and ride IS NOT going to get me to come out and ride a motorcycle. I’ve never thought about making sushi, so a class on sushi in not going to get me out there!

You have to attach to something they already believe in.

Remember, a brand is a belief system! Find something they already identify with and attach your brand to that. That serves as an escalator if you will, to carry them up to the product or service you are offering. In a sense, you meet them where they are at, give them an experience of the brand and then deliver that customer base up where your product or service offering is.

Unfortunately in this industry, too many of the big players are trying to do it the opposite way. The big players are saying, “we will redesign bikes, that will get them in.” NO! There is no reason to even expect that to work.

“

That is way bigger than inviting customers to come out for a test and ride. Here’s the reality: if you’re a 20-something Millennial who has never thought about riding a motorcycle, a test and ride IS NOT going to get me to come out and ride a motorcycle. I’ve never thought about making sushi, so a class on sushi in not going to get me out there!

”

I won’t name names, but we went to a fairly large player and I said take me to your marketing department because that is my hot spot. So, we went to the marketing department and I asked them what they were doing to market the brand. They said we have a new PR campaign and a new ad layout… stop right there, that is advertising, not marketing.

So, they said we have these five people doing social media… um, no, that’s not marketing. What are you doing to market?

This big company got a “deer in the headlights” look and admitted they might not be doing anything to market!

Nuts, right? As a rider and a fan of the brand, I sincerely hope Neil Grimmer can bring something from the Soup brand experience to broaden The Motor Company’s reach.

It is not like there is a council of Millennials out there coming up with new bike designs. They are not expressing anything they want. You have to go to them. This is something that takes a completely different skillset.

ABOUT PUPRLE MONKEY GARAGE Home to one of the Top 100 Business Trainers, Josh Tolley, Purple Monkey Garage has been in operation for 20 years. In a world dominated by motivational speakers, failing dreams, and economic turmoil, we have created what is believed by many to be the most complete coaching/consulting company in the world. Instead of building engines or realigning tires, we’ve forged a comprehensive toolbox that’s already helped thousands. Purple Monkey Garage’s teachings have been raved about by huge names from governors of states, presidential candidates, network television, billionaire CEOs, and householdname brands. We don’t have to name drop because we are the name to drop. Now, literally 20 million people have been exposed to our brand of teaching. Learn more at: http://purplemonkeygarage.com

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PRIME

GLOVE

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after rolling her eyes (there is a theme here) was to say it was horrible. No one knew what the owner wanted. She had moved from parts to accessories and back several times, and had even been the service manager for a few weeks.

That, she admitted, she was in no way qualified, but no one else wanted the job and every service manager they had ever hired couldn’t stand it for more than a few months.

I suppose that there are auto dealership owners who have purchased powersports companies and made them work.

I personally don’t know of any, but, oddly enough, I don’t know everything. I do, however, know enough to wonder why a powersports distributor would even contemplate letting an auto company owner anywhere near one of their stores.

No matter what my car dealing friend says, we all know that the fundamental difference is passion. Not the “My Ford is better than your Chevy!” passion, but the passion that keeps people in this industry even if it’s not as lucrative as some others. The passion where someone, as I did, will put everything on the line to buy their own store. The passion whereby, with few exceptions, if you ride a motorcycle you are immediately my friend and my brother. No matter the brand that you ride.

To me, a car, or especially a truck, is not unlike an appliance. ecently, a dealership in our town was purchased by a I like my truck. It does a good job carrying my family and my local import car dealer. Nothing exceptional in that, motorcycles, but do I wish I had saved the first truck I ever I suppose. However, when I dropped in to introduce owned? Do I run across the parking lot to look at F150s with myself, I made a statement that the auto and powersports a 5.0 liter in it? I might look at that truck, and smile, but it industry are widely different. He looked at me, and said, gives me nowhere the thrill I get when I see a T500 nearby.

“They are exactly the same.” I was surprised. He went on, saying that there is no difference at all: it’s just selling That’s what I believe is the difference between the two vehicles. I nodded my head as though I saw that he had industries. While there are people who really enjoy cars — struck upon the secret of selling powersports equipment. and the driving and racing and wrenching of them — the Inside, I was rolling my eyes back far enough to see out my process of buying a new or used car is far, far different than purchasing a motorcycle. ears!

He moved a sales manager from his car dealership. He fired I recently delivered a dirtbike to a woman whose eyes the only people who knew anything about the brand (and absolutely sparkled, she was so excited. This was her were very passionate) and replaced them with people who first bike, and if I could have bottled that excitement, and sprayed it around the showroom, not one person would had no clue, and weren’t even riders. ever leave without buying a new unit.

He has since added another powersports brand to his lineup that absolutely does not fit with the mix he had. He’s Sure, there are people that get excited about their new car, showing another line of side-by-sides that he, at last count, but that excitement is soon gone. Owning a motorcycle or has sold 2 of during the winter. He also added agricultural ATV is a whole different thing: now you can get out and equipment… and is now selling used cars in the parking lot. explore the world. You can customize it; make it your own.

It’s part of your life.

Since he purchased the shop, it has been a revolving turnstile, with people coming and going, mostly because Going to the motorcycle shop is an event. I really don’t of the total disintegration of any processes. He got rid of believe that many people go to a car dealership to just look the powersports DMS, and installed an automotive system at the new models. So, while I wish this fellow well, I believe that he uses in the car dealership. In so doing, of course, all he will ultimately fail. Which will leave a big hole in a lot of history, going back many years, was lost. As I found out the people’s lives. I hope he proves me wrong. hard way myself, auto systems will never do what a good powersports DMS will do.

Yes, our international man of mystery is a real dealer; He goes through service managers and parts people like no we are not going to tell you who he is. Saying the Attila the Hun through Europe. No one wants to stay. There things that you are thinking, without risking getting is too much chaos. I met a young woman who worked there the franchise pulled. The Anonymous Dealer has more for a while. When I asked what it was like, her first reaction,

Anonymous Dealer

Prove Me Wrong!

R

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than three decades experience at the dealership, in every position from porter to dealer principal.

Believe it or not, one of Kenda’s top selling tires across all categories is the “Hole In One” golf cart tire. “It is the #1 selling golf cart tire globally,” claims Baldwin. “You probably won’t sell a lot of golf cart tires to your average motorcycle customer, but if you are near a retirement community where they are a means of transportation or a municipal golf course, this could be a great bit if incremental business for a powersports dealer.”

KENDA ON A ROLL!

Thinking Outside The Box To Expand Beyond Traditional Tire Niches

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ires tend to get a bum rap in some unenlightened circles. They are all round and black, smell bad and take up space, according to the naysayers. However, the tire Illuminati know better! By pushing into specialty niches as well as accelerating R&D into the fastest growing segments in the market, including ADV applications and UTV-specific tires, Kenda continues to push the parameters of the powersports industry.

The “Kenda” name comes from the Chinese 肯达 “Kěn dá” which means “never stop growing”, explains Jimmy Yang, Chairman of Kenda’s global operations. “Producing quality tires has always been Kenda’s first priority.

In order to make tires that perform well and maintain the integrity of the brand and the quality level of the tires, a good product department is critical.”

“Akron is where the magic happens,” adds Jason Baldwin, Director of Powersports for American Kenda. “We get to play with the rubber… we do drum testing, we do long-term durability testing, we do development, speed testing, DOT testing… basically a little bit of everything that ensures success when we put these tires on a machine in the marketplace.” This magic is not limited to powersports tires, however.

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Around The World Of Kenda “We sell everything that has to do with rubber: trailer tires, car tires, lawn mower tires, wheelchair tires, bicycle tires, motorcycle tires… you name it,” elaborates Jason Baldwin. In fact, we saw Kenda in a seemingly endless loop of trade shows from SEMA for the car crowd, GIE+EXPO for the lawn & garden guys and then into the spring with the big distributor events. We finally had a chance to catch up with Baldwin deep in the heart of Texas during the Tucker Powersports show.

Although the focus is on powersportsspecific tires, Baldwin has been on a mission to get road reps and dealers to realize there are plenty of potential profits being left on the table. “Trailer tires! Every customer who has a riding mower, snowmobile or UTV has to have a trailer to transport these vehicles.

Kenda is a leader in the trailer tire market, like everything else we do, but too many times a dealer won’t think twice about getting an extra pallet of ATV tires, but won’t even consider adding a couple trailer spare tires.”

Thinking outside the box even a little bit can be a real win-win. “You can provide one-stop shopping and enhance the overall customer experience… and you don’t have to send a good powersports customer down the road to a discount tire automotive store the next time they realize a spare tire on their trailer is flat.”

The Dealer Perspective “Their motorcycle offerings for both street and dirt perform well and are competitively priced, but the addition of offerings like golf cart tires and trailer tires are bringing in new revenue that our dealerships are always looking for,” says Chris Jones CEO/Owner Iron Pony Motorsports Group/Pony Powersports Group.

Iron Pony Motorsports has been a Kenda dealer for many years, but Jones notes it is their new product releases and ancillary products like the golf cart and trailer tires that have really increased sales and opened new markets for the business. “Kenda continues to be a great partner and we always like working with them.”

“Over the past two years, Beckley Honda has seen huge growth in the Kenda brand,” adds dealer principal Jim Lucas, “With increased customer demand, industry-leading dealer support and ease of mounting, my customers and all departments of my dealership are excited to be part of the Kenda family, and look forward to the continued expansion of the already diverse Kenda line.”

What The Reps Say As a former brand manager for a large distributor, Baldwin has an affinity for and a unique understanding of the importance of the road reps. “Kenda has been working very hard to support reps and dealers with new products and promo items and training to help with the sales at all levels,” says Parts Unlimited/Drag Specialties rep Todd Sheedy.

“Jason gets it when it comes to helping reps and dealers promote and sell Kenda products,” says Sheedy. “This is what we need in today’s environment to be successful, so a big ‘thank you’ to Kenda and Jason for their support.”

That’s How We Roll “The products change really fast, there are a lot of new vehicles, new requirements new materials,” says Jimmy Yang.

“But Kenda still comes out with the most innovative products in the quickest timeframe.”

“If its round and it rolls, we probably make something for it,” quips Baldwin. “That’s how we roll! Kenda is all about the journey that’s why we put tires on our machines is to go, to travel — it’s not necessarily the destination. At Kenda we’re designed for your journey.”

American Kenda Rubber Industrial Co., LTD 7095 Americana Parkway Reynoldsburg, OH 43068 Phone: 1-866-536-3287 https://powersports.kendatire.com/en-us/contact-us/ “With aggressive marketing/advertising, dealer/rep support/ training and wide product range, Jason and the team at Kenda have become a legitimate contender for shelf space at the dealership level,” adds fellow Parts Unlimited rep Eric Brewer.

“The dealers I call on are having huge growth in the brand.”

Distributors Round-Up Kenda has the products, the programs and more importantly, the margins for dealers and distributors to succeed without breaking the customers’ bank. “Kenda and Tucker are working together to create additional value for our mutual customers,” says Tucker Powersports VP of sales Jason Potter. “Kenda’s innovative portfolio of products continues to enhance the value it’s bringing to customers.

“Over the past two years, Kenda’s presence in the market has changed the identity of the brand and the perception in the market place,” points out Potter. “This innovation of product lines proves Kenda is on the gas and wide open.”

“We have seen great growth with Kenda in the last two years.

They continue to come out with new products and offer a more diverse line. Our sales reps have got behind Kenda and the support that Kenda offers to both our sales force and our dealers. Revenue has increased for our sales team and more importantly our dealers.” ~ Dan King – MTA National Sales Manager

M

oto.Men, a group of dedicated riders will be making a 10,000+ mile quest from Galveston, Texas to the Arctic Circle in Alaska and then back to the eastern United States concluding the trip in Roanoke, VA in the summer of 2019.

Kenda tires will be the official tire for the journey with K784 Big Blocks and K678 Big Block Pavers in the arsenal for the ride.

Kenda Powersports Director, Jason Baldwin, will be joining the group on the Canada to Alaska section of the ride. “Our tagline at Kenda is ‘Designed for Your Journey’. This journey fits right into our core values. It’s all about the journey!” said Baldwin when asked about the trip.

En route, Moto.Men will be raising funds for charities serving cancer victims, disabled veterans, and military service dogs.

They will also be stopping in communities along the way aiming to bring together motorcycle enthusiasts from around the globe and energize others to pursue their dreams.

For more details on Moto.Men and their quest, visit www.motodotmen.com to learn more.

MARCH 2019

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“Techron Protection Plus stabilizes fuel up to 24 months,” says DeFina. “It delivers performance benefits with every fillup. Test data has shown that Techron Powersports & Small Engine provides best-in-class corrosion protection. Techron is committed to developing superior fuel additives for all internal-combustion engines.” That goal includes powersports and Outdoor Power Equipment… hence his appearance at the lawn & garden guys’ trade show to get the world out.

“Our industry research revealed a distinct need for a more powerful solution in the powersports and small engine market,” he explains. “As a result, we engineered the most comprehensive, high-performance fuel additive and tested it for the harshest environments. It is restores power and performance while optimizing fuel efficiency as it cleans fuel injectors, combustion chambers, throttle bodies and carburetors.”

Claims for the additive’s formulation include performance detergents to minimize cold-start problems and depositrelated knock and ping by removing carbon deposits in the combustion chamber. It dissolves and prevents intakevalve deposits for smoother idling and enhanced throttle response… and it cleans and controls gum and varnish build-up in the fuel system.

Recommended for use in all gasoline engines, including carbureted, two- and four-stroke, port or electronic fuel injected, Techron Powersports & Small Engine is ideal for ethanol-free gasoline and equipped to fight off the many harmful effects of ethanol-blended fuels, from E10 to E85.

“Whether customers are seeking everyday reliability, working power or maximum performance at wide-open throttle, our Powersports & Small Engine Fuel System Treatment combines ultimate protection with the cleaning power of the Techron brand,” concludes DeFina.

CHEVRON READY TO EARN ITS STRIPES WITH POWERSPORTS DEALERS Techron Protection Plus Retail Rollout

By Robin Hartfiel

H

ard to believe that petrol giant Chevron hasn’t had a powersports dealer program in place for its oils, lubes, coolant and fuel additives. However, that changes with the retail rollout of its new Techron Protection Plus Powersports & Small Engine Fuel System Treatment. We ran into Joe DeFina, Chevron’s North America Fuel Additives Business Manager at the GIE+EXPO of all places and asked for details on the newest additive in the portfolio.

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With only 1 oz. of this formula required to treat four gallons of fuel, a little protection goes a long way. Techron Powersports & Small Engine Treatment is offered in three package sizes to accommodate distributors, dealerships and enthusiasts. Easily stored 4 oz. bottles offer a convenient way to treat up to 16 gallons of fuel; 10 oz. bottles treat 40 gallons; and for shop use, 1-gallon jugs treat 512 gallons of fuel.

Dealer inquiries: 1(800) 822-5823 or for more information visit TechronClean.com

By Alisa Clickenger

types of mentoring activities that WMF had been offering at its festival venues. Sue and Gin began to make plans for a new way to inspire women to join the ranks of motorcycling and began a series of cross-country relays to raise both the awareness of motorcycles as well as breast cancer.

In 1993 Sue and Gin organized their first dual sport event, a ride to the Arctic Circle which raised $25,000 for the Susan G. Komen Foundation (now Komen for the Cure). With that event the direction of WMF changed. Throughout years of Pony Express nationwide relays, to their first dual sport fundraising adventure in Colorado, they focused more and more on fundraising events for cancer cures.

While some might think that putting together fundraising events for more than 30 years and raising more than $2.5 million would be a great place to call it done, Sue and Gin see it as a beginning. DIRTY for GOOD is an opportunity for riders to develop and hone their adventure riding skills while making worthy charitable contributions. “We knew we had a good template from having done our first dual sport event in 2009 as well as the dual sport camp in Hollister. So, we retooled the template and invented DIRTY for GOOD,” Sue explained.

DIRTY for GOOD

D

“

IRTY for GOOD” is the first of a series of multi-day, female-focused off-pavement riding camps in the Eastern portion of the United States. Organized by the Women’s Motorcyclist Foundation, Inc. (WMF), the dates for WMF’s first camp are August 7-12, 2019. Working in conjunction with Xplor-International Off-Road Training Centers and SheADV, DIRTY for GOOD will provide four days of professional dual sport training, starting with closed range exercises and then moving out to situational training on the trails.

“We were inspired by the Backcountry Discovery Routes moving to our side of the country,” says WMF co-founder Sue Slate. The Mid-Atlantic Backcountry Discovery Route (MABDR) is going to bring a lot of attention to dual sport riding on the East Coast. “We have always known that there is good dual sport riding here, but a lot of people don’t actually know about it... yet,” she adds. “We want to help promote the MADBR and at the same time offer more opportunities for dual sport training East of the Mississippi.”

Sue Slate and Gin Shear formed the Women’s Motorcyclist Foundation, Inc. (WMF) more than 30 years ago. Originally formed as a way to bring female motorcycle riders together, WMF hosted its first event in 1984. Billed as the ‘Women’s Motorcycle Festival,” that event was designed to provide a multi-day, economically feasible, fun-filled learning environment. In the intervening three decades WMF has grown and morphed in the scope of its events, expanding to nationwide relays and now dual sport events.

For many years, WMF was the only organization of its kind based on the intention of bringing women riders together. By 1991, female-focused national and international motorcycle clubs were gaining traction and providing many of the same

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Steph Terrein and Sue Slate

After concluding their fundraising for Breast Cancer, WMF decided to focus its full attention on off-road motorcycle riding with three new fundraising initiatives. Their program provides great potential for introducing females to off-road riding as well as the creation of multi-generational families of dirt, dual sport and adventure riders.

Registrants must raise a minimum of $300 for the Women’s Motorcyclist Foundation’s three initiatives. The split is 50% to Final Salute, a Female Veterans Organization which helps women veterans with their transition to civilian life; 25% goes to the Women’s Coalition of Motorcyclists’ “Train-TheFemale-Off-Road-Trainer” Scholarship fund, and 25% to Youth Off-Road Rider Training scholarships for those 17 years old or younger.

While the DIRTY for GOOD program is female-focused, they are not excluding men, dealers or OEM sponsors! In fact, Scorpion gear has already been donated for the Military Scholarship winner at the 2019 Dual Sport Camp. WMF is a 501(c)(3)... See sidebar for sponsorship opportunities.

While there are no exclusions, there are some restrictions for safety reasons. Registrants must have a motorcycle endorsement on their licenses along with a suggested 500 miles of recent riding. Additionally, riders must have the health, strength, stamina, agility and balance to be successful riding in the dirt and on trails.

To register for the camp online, visit https://womensmotorcyclistfoundation.org/dirty-forgood-registration/

Expanding DIRTY For GOOD “Never doubt that a small group of thoughtful, committed citizens can change the world. Indeed, it is the only thing that ever has.” ~ Margaret Mead

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MF is looking to acquire new or used small displacement bikes on the East Coast, either donated or deeply discounted. They are also looking for donations of clutch and brake levers, front and rear inner tubes, model-specific protective accessories such as skidplates and hand guards, helmets, goggles and chest, elbow and knee protectors in all sizes.

PREMISE: The base of life-long motorcyclists is shrinking.

Multi-generational growth in ridership is needed for sustainability of the motorcycle industry as well as the broad spectrum of motorcycling communities.

Females control the budgetary decisions in 80% of households in the United States. This greatly effects the use of discretionary funds and the use of recreational time. Growing the base of female dirt & dual sport riders will create more female friendly motorcycling advocates.

For more information, visit: http://bit.ly/DirtyForGoodWMF

MARCH 2019

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Personnel Files

By Alex Baylon

REMOVING THE MASK Using Behavioral Interviews

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nterviewing can be done successfully many ways. It’s probably the most important step to hiring new employees… and it takes a certain skill.

A company needs to be able to not only discover what a potential hire has done (via the resume or application) but also determine — within an hour or less — whether that potential employee will be a good fit with the company. Can you imagine meeting someone for the first time and determining whether they are your perfect mate just by asking a few questions?

Yet starting what could become a lifelong work relationship is based on that hour (or less) interview? That’s essentially what you are doing when you hire someone. So, in all fairness, you want to be able to spend that critical time during the interview wisely. Cut through the stuff that doesn’t matter; avoid the canned answers, skip the fake lines and get to the real heart of the matter: Is this applicant the one you want to hire?

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There are different ways of interviewing that “work.” The traditional approach is to use the applicant’s resume and talk about things they have accomplished and maybe, if there’s any time left, ask some questions about how they heard about the open position or what they know about the company.

Don’t get me wrong, these things can be useful in some circumstances, but don’t you really want to know more than whether they have worked on the new BMW, Ducati or Hondas than where they heard about your shop?

Don’t you care about more than where they received their education and what their main weakness is? Really, when was the last time someone shared with you a weakness that wasn’t actually a strength? (Think: well, I really like to help people too much so at times I jump in and help instead of letting people figure out things for themselves. Wow, what a tragedy… said sarcastically.)

Dr. Sigmund Freud reviewing resumes... don’t slip up!

If you want to hire people by actually learning something about them first, and then realistically be able to tell if they’ll be a good fit, check out what the big companies are doing.

For example, during an interview at Zappo’s they ask people how lucky they are and how weird they are.

There’s actually a right and a wrong answer. If you score yourself a 10 on the weird scale, you are probably a little too psychotic. If your answer is the number one, you’re a little too “straight laced” as Zappos says.

The actual number you pick doesn’t tell Zappos much, but it does help Zappos discover a potential applicant’s real personality. And that’s exactly what Zappos is looking for… people who can be themselves and create real relationships with their coworkers.

Because that’s when employees are more productive and can create the most value.

This type of interview is called behavioral interviewing. The questions

asked are more geared toward learning an applicant’s soft skills which enable the interviewer to see if the applicant has the skills needed to be able to problem solve, use critical thinking and whether they have interpersonal skills.

Behavioral questions give information about past performance because past performance is a good indicator of future performance.

It’s easy to use behavioral interviewing to learn more about applicants. Most behavioral interview questions allow the applicant to tell a story. It doesn’t even have to be a fantastic story — I’ve heard stories about work, about home and about applicant’s hobbies.

It doesn’t matter how they answer, but just that the applicant can paint you a picture of how they accomplished the task.

Tips For Behavioral Interviewing:

Don’t ask yes or no questions. These don’t really answer anything.

Force applicants to give real-life answers by asking questions that start questions with: Tell me about a time when…

Give me an example of….

Sample questions Give me an example of a time when you used logic to solve a problem.

Give me an example of a goal you reached and how you reached it.

Give me an example of a goal you missed reaching and why.

Give me an example of a time when you had a difficult co worker and how you handled the situation.

Tell me about a time when you had a deadline to reach and how you ensured you reached it.

Tell me about a time when you handled stress at work and how you handled it.

By utilizing behavioral interviewing, you will be able to learn more about an applicant’s decision-making skills, how they resolve conflict, how well they get along with others, team building skills, how flexible a person is, how well they verbally communicate, and what kind of technical skills they have that relate to the job.

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 2019 59

Northern Exposure

By Marq C. Smith

CONSPICUITY Can You See Me Now?

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e all talk about “conspicuity” and making sure that our headlights are on at all times. A lot of us ride with our high beams activated on sunny days. We want other drivers to see us, no matter what the conditions.

Any bright colours also attract attention, and hopefully avoid having an accident.

Photos by Joe Bonnello

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In our store, and, I’m sure yours too, most customers want black gear, and dark helmets. When I first started riding, we wore black gear — mostly because that was all there was, plus by the time you adjusted, tickled and tightened the leaking bits, then changed the plugs while you were out on a ride, your gloves and clothing became much darker as you went along. Now, of course, clothing is available in all kinds of colours, patterns, materials and various accents of retroreflective striping. Of course, the bikes almost never need any adjustment while they are out on the road trip.

So why the dichotomy? Why do we, on one hand, talk about being seen, yet we are consciously stocking mostly dark gear? I wear a bright yellow HJC Sy-Max. The people I ride with are always giving me a hard time about the colour, but also often remark that when they look in the mirror, they cannot help but see me behind them.

When I go into most powersports stores, I do see helmets with graphics, and clothing that has bright patches, but mostly there is still plenty of black. I’ve seen some stores that stock only black clothing and helmets. There is a local place that displays only black helmets, and has the coloured ones in the back. Their philosophy is that if someone wanted a coloured helmet, they can get it out for them. We should be pushing brightly coloured helmets, and clothing with flashy colours and reflective striping.

But, above all, we should be educating our customers. There are many of them who buy black safety gear because they have always bought black safety gear. Once you talk to them about colours, and how conspicuity is greatly enhanced by items that drivers will actually see, most of them get it. It’s really not a hard sell. Everyone knows someone who’s been hit by a car, and the first thing the driver says is “I just didn’t see you!”

I believe that we should be pushing this conspicuity angle a lot more than we have been. Is your staff trained to do this? Do they understand? I’m sure that any distributor rep worth his or her salt would be only too happy to show your staff the lines they have, and all of the features built in so

Can you see me now?

that the others on the road are always aware when there are motorcycles around. Bright clothing also comes in different colours. The mercenary in me is only too glad to point out to the client that his blue jacket now clashes with his orange motorcycle. A black jacket or helmet, however, doesn’t clash with anything. Doesn’t it make sense to not only push the safety side, but also the fashion side?

The manufacturers also have to get smarter, marketing the safety of brighter colours along with the protection and fit qualities that they are already pushing. I went to get a yellow Sy-Max for my son, but HJC no longer manufactures that colour. I got one with yellow stripes, but in my mirror it seems not nearly as effective as a full yellow helmet. He does, however, wear a jacket with large orange panels that are very easy to see. That makes quite a difference.

Hopefully we can all look at this situation, and bring in more coloured clothing and helmets. Train your staff to sell conspicuity. Point out that the ability to be seen is just as important as wearing good gear that will protect the customer if the unthinkable happens.

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

MARCH 2019

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to fail which, in turn, would cause the recliner on one side to suddenly fling back with a huge amount of force and a loud “Thunk-Twannnngggg” sound, not unlike a bullet ricochet in an old John Wayne Western.

Of course, when the recliner sprang back, the footrest would also fling upward from the front, catapulting anything in front of it across the room.

Actually, the word “catapult” is interesting in this case. The first time I recall the thing springing like that was when “Boots,” our elderly, one-eyed cat, was carefully lowering himself from the edge of the seat to drop down to the floor.

You see, the combination of being old and only having one eye means that he’s somewhat fragile and has horrible depth perception. So, rather than jumping off of furniture, old Boots just kind of slides down off of things; but not this time!

Midway through Boots’ dismount, the couch decided to spring into life and poor old Boots shot through the air like the circus guy leaving the cannon; an endless “Y-O-O-OW-W-W-L-L-L-L!” tracked his flight across the room, which ultimately ended in an audible “thud” and a puff of shed hair that resembled a small nuclear mushroom cloud on the horizon.

Hungry, Hairy & The Flinger…

By William Douglas Little

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e finally got rid of “Flinger” awhile back, only to replace him with “Hungry, Hairy.” Yes, I spelled that right … “H-A-I-R-Y,” not “Harry.”

Yeah… that’s gonna require some explaining.

Okay, I have a habit of naming some of the inanimate objects in my life. (Not all things, mind you… I mean, that would just be weird). But then, things with extreme character — even inanimate things — just deserve to have a name, ya know?

So, years ago I’d bought a couch for my living room that I really rather liked. It was this over-stuffed sofa with hidden recliners built into all 3 seating positions. The design was such that, during the day, it functioned as a mild-mannered, everyday couch, (perfect for weekend napping). But, when you decided to watch a little TV in the evening, you could press a hidden release button and, Voila! Instant recliner!

The problem with this particular couch wasn’t the comfort, it was the quality. The frame must’ve been slightly bent, which created a binding that was apparently only relieved when one of the recliners was fully-reclined. That constant pressure didn’t take long to cause the release mechanism

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From then on, “Flinger” wreaked havoc in our house, launching countless cell phones and remotes; surprising unsuspecting guests and our already-jumpy Great Dane, not to mention whacking countless shins of passersbys. It got to the point that we questioned whether ‘Flinger” was actually a living, breathing, alien-being who, disguised as a sofa, was carrying out some evil world takeover, one victim at a time.

So, the wife and I went off to the store where a nice Ashley brand sofa called out to us, complete with a hidden center console and, wait, are those cupholders?!

Yep… cupholders on a couch. I have to admit, I always poked fun at that concept.

“Cup holders on a couch? Really? How lazy have we become that we can’t lean forward to pick up our drink from the coffee table?” But then, my being a “hater” was based purely upon ignorance. Now that I’ve experienced a couch with cup holders, I’ve found that it’s among the most ingenious inventions ever brought about by mankind! In fact, the only thing better would be a full-service bar and a Star Trek-style food replicator! (Add some plumbing, a potty seat and Netflix, I’d probably never get up again!)

But I digress… As comfy as the new sofa is, it’s also not without its drawbacks.

For one thing, the microfiber upholstery is nice. But, anyone with pets knows that microfiber acts as a hair magnet! It’s as if the material literally sucks the hair off of passing pets. I’m not even sure they need to be shedding at the time.

And, the overstuffed back on this couch makes for a comfy spot for cats to congregate; lying in sunbeams and looking out of windows. So, unless someone stands behind the couch, constantly running a lint-roller back and forth, it quickly gathers a snowcap of light-colored hair that looks as out of place on the dark sofa as Donald Trump’s hair would look atop Lex Luthor’s head.

That’s not all — because of the reclining seats, the strategically-placed center console and the cupholder, the sofa also has a ton of cracks and crevices, through which it eats a constant diet of TV remotes, cell phones, iPads and even the occasional small child. In fact, this thing has stolen more valuables than Lindsay Lohan, Britney Spears and Winona Ryder combined! (All celebrities who’ve been arrested for shoplifting, in case you missed the connection).

Now don’t get me wrong… I’m not complaining about these sofas; I’m merely explaining their characteristics so you’ll understand why they were dubbed “Hungry, Hairy” and “The Flinger.” In fact, I’m very glad to be at a point in life that we can afford to have a decent sofa. I’ve definitely been on the other side.

In fact, about 25-years ago, my “sofa” was merely an old, ratty 2X8 that spanned between two stacks of concrete blocks! (I called that one “Splinter.”)

So, what’s this have to do with the powersports business, you might ask?

Absolutely nothing! Unless we stretch to find a hidden lesson in the benefits of adapting, or focusing on the “fun” of everyday life to help us better cope with the endless string of tough lessons that dealership life throws our way. Otherwise, it’s just a tale of two sofas. And frankly, I spend more time riding my sofa than any of my bikes. Maybe I should work on that?

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

MARCH 2019

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Confessions Of A Customer®

By Eric Anderson

Gift Cards Yea Or Neigh

T

he scene under the tree last Christmas was almost depressing. The gift boxes were smaller than usual.

What’s going on? More jewelry and cuff links, maybe?

Yeech! No more neckties or socks, please, unless they are moisture-management motocross socks. I want toys, riding accessories and tools — all big, bulky man-things. Anything I could have possibly wanted could not have possibly fit in those little gift boxes laying wrapped in sparkling paper and bright ribbon. It must be a plot designed to foil the fun of a man trying to relive his gift-receiving youth.

Damn! At least I didn’t have to haul out as much trash.

It all turned out OK. The only hassle is that I must go redeem the darn gift cards. The responsibility of the giftgiver’s ability to read my mind and do all the shopping is gone. Now I, the gift recipient, need to trudge down to the mall, Starbucks, Sears and the motorcycle shop to redeem my generously provided prepaid man-credits. It’s good… and it’s bad.

It’s good because I can pick out the colors and sizes I really want. It’s bad because I now must drive to four or five different places and shop. Oh, the drudgery. But it’s good again because it’s not my money. Yeah!

Ode To S&H The concept goes back to pre-paying at retail with S&H Green Stamps. If you’re over 45 you know what I’m talking about; if not, understand they were like gift card credits

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you earn via frequent buying. Buy a toolbox at Sears and they’d give you a pile of green stamps. Collect enough of the stamps, paste them into an official S&H book, and you could trade them in for free stuff from a catalog. Cool idea… until you realize there is no free lunch.

Airlines picked up on this concept in the ‘80s with frequent flier miles. It forces loyalty and return customers. They then started co-marketing airline mileage with credit card dollars. I recall buying a new roof on my house with a credit card, just so I could earn enough miles on my American Airlines VISA to take the family to Hawaii.

Gift cards aren’t all that new of an idea, but they certainly work for the customer, and encourage repeat business for you.

The local frozen yogurt place punches my frequent buyer card 10 times and I get a free quart. My dry cleaner punches a card permanently attached to the bag, so I can earn a $20 credit on my 10th load. In my wallet still lurks a Starbucks card which has some unknown dollar amount still credited on it since my birthday. There is also a big bulky restaurant gift certificate in my medicine cabinet because it won’t fit in my wallet. Every time I remember to use it, I don’t have it.

(Maybe there’s a lesson here for you retailers.)

Do you offer a gift card? It’s easier for a non-rider to spend money in your store without knowing what to buy. The lesson is: Make it easy and they will buy.

Just imagine how much time it saves your staff from interrogating the generous gift buyer about what her friend or relative might want. With a gift card, nobody needs to know. Pay the money, get the card, then leave. Zappos will even allow you to buy their card online and dropship it to a distant relative or friend—nice! It’d be nice to have the card wrapped first, though, so it at least looks like some time went into the purchase for a birthday, Father’s Day or Christmas.

Now I get it. My wife and daughters receive gift cards from me for Victoria’s Secret, LuluLemon and Anthropologie, while I receive cards from Griot’s Garage and Carson City Motorsports. Tools and motorcycles are two things I can never get enough of, so it’s perfect. My kids would never know I need a wire feed arc welder, and I would never know they need new underwear (they’re in their late 20s), but with a gift card, the giver only needs the thought that counts (and the credit card).

Gift cards make it easy for customers to spend more and for you to sell more. Don’t look this gift horse in the mouth any longer; start a gift certificate program before Father’s Day!

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The largest showcase of the motorcycle and powersports industry in North America will highlight the exciting and diverse lifestyles represented by the modern industry and desired by today’s riders. It will be more experiential than ever, with lifestyle vignettes in the exhibit hall allowing dealers and consumers to immerse themselves in the different segments that powersports has to offer. AIMExpo Outdoors will provide visitors with two-wheel test rides as well as new-to-Columbus four-wheel dirt experiences. Read More

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community voiced strong opposition in 1998 due do potential fiscal impacts to local dealerships and severe use area limitations imposed on racing interests.

To CARB’s credit, they met with concerned riders and shop owners to develop a temporary compromise to “certify” nonair emissions compliant competition offroad motorcycles.

That compromise became what is known today as the California “Red Sticker” program which allowed for certification, sale, operation and resale of competition motorcycles with no emission controls.

CARB also identified specific Red Sticker riding seasons to reduce ozone levels in non-attainment areas during the summer months.

However that “temporary” compromise has now reached its 20th birthday. To celebrate that benchmark, CARB staff have worked closely with competition motorcycle stakeholders to develop a proposal to eliminate the Red Sticker program and start regulating nonemissions compliant competition motorcycles.

RED ALERT!

What Happens In CA Does Not Always Stay In CA

by Don Amador

C

alifornia is either credited with or blamed for being the de facto birthplace of large public land off-road motorcycle competition events.

It is also where conservation-minded government officials, legislators and OHV enthusiasts first recognized the need in the late 1960s to manage that use in a sustainable manner by creating a State OHV Program. The Golden State also plays host to the California Air Resources Board (CARB).

The 1971 Chappie-Z’berg Off-Highway Motor Vehicle Act directed various state agencies to promulgate regulations to register and operate OHVs on local, state and federal lands. A few years later, that effort led to the creation of the California Off-Highway Motor Vehicle Recreation (OHMVR) Division.

Today the California OHV Program is recognized as a national model for environmentally sound OHV recreation. It also has become an important part of the state’s economy. According to the 2017 OHMVR Commission Program Report,

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OHV recreation has a $20 billion dollar economic impact to the state, with a lot of those benefits being realized in rural communities. A significant contributor to that figure is sanctioned competition offroad motorcycle events including practice riding to train and tune for a race.

While the popularity of motorized recreation has continued to increase since the program’s inception, the number and scope of related regulations and restrictions including those emanating from CARB have been on the rise as well.

In 1997, CARB set exhaust standards for both competition motorcycles and trailoriented off-road motorcycles to comply with the 1990 Amendments to the Clean Air Act. The U.S. Congress directed the Environmental Protection Agency to set emission standards for all off-road engines including motorcycles and allterrain vehicles. Off-road vehicles “used solely for competition” were exempted from having to comply with emission standards.

The California powersports dealer network and competition motorcycle

On March 8, 2019 CARB published their PROPOSED AMENDMENTS TO THE RED STICKER PROGRAM FOR OFF-HIGHWAY RECREATIONAL VEHICLES which started a 45-day public comment period. The deadline to submit public comments is April 22, 2019, at 5:00 p.m.

Let’s hope CARB continues to engage with competition stakeholders to find a workable solution so their final proposal is not an extinction event that spells doom for the sale, operation and use of competition off-road motorcycles in California!

LINK TO CARB RED STICKER REPORT https://www.arb.ca.govrulemaking/2 019redstickeramendments Don Amador has been in the trail advocacy and recreation management profession for almost 29 years. Don is President of Quiet Warrior Racing/ Consulting. Don served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 19942000. He has won numerous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award.

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

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To maintain or increase the RV and campground industry’s share of the discretionary dollars of consumers aged 30-64, including the vast “baby boomer” generation, through a major advertising and marketing communications campaign that promotes the benefit of RV travel for families with children and active empty nesters.

To attract past owners back into the RV market.

To keep current and new owners satisfied with their investment by working as an industry to maximize RV quality and service.

Time To GoMotorcycling Borrowing A Page From The RV Industry Playbook

By Scot Harden

O

ur industry is tripping over itself these days to find solutions to the challenge of remaining relevant in a rapidly changing social and economic environment.

We are looking under every rock; throwing program after program together, all in an attempt to find new riders; drive customers to dealerships, attract the attention of younger audiences. The MIC, AMA, IMS, Harley-Davidson and even grassroots efforts like my Plus 1 Rider Initiative are doing their best to shake things up and turn the tide of declining ridership. While all should be commended, I realize now more than ever that something is seriously missing.

What’s missing you say? An overall strategic plan! The more I think about it, the more I realize that what’s needed now more than ever is an overall strategic plan for promoting motorcycling; a plan that ties everything together; a plan that applies structure to the programs and campaigns that our industry currently supports, a well-defined campaign that allows our industry to speak with a collective voice. Without it I’m afraid we’re pissing in the wind, diluting our efforts with token efforts and falling far short of the critical mass we need to attain to have the impact we desire. What is needed right now is an overarching communications plan that presents motorcycling to the masses much like what the RV industry has been doing through its GoRVing campaign.

You’ve seen their advertisements on TV, in print and on the Internet, the compelling images of friends and families enjoying the great outdoors, getting away from it all in an RV. Formed in 1994 GoRVing is a partnership between America’s RV manufacturers, suppliers, dealers, campground hosts, and affiliated trades. GoRVing debuted as a national campaign in February 1997. The goal:

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Phase I of the GoRVing campaign generated 2 billion impressions over three years from three different TV and five print ads. Over the next 20 years, the RV industry continued to invest launching Phase II, III, IV, V and on with increasingly sophisticated marketing campaigns taking advantage of developments in social media and expanding digital communication platforms while at the same time refining its message and reaching out to an ever-expanding demographic including millennials. Nationally recognized celebrities like Tom Selleck and Jenny Garth served as the face and voice of the campaign. By 2015 GoRVing’s media budget had grown to $15M and was generating more than 4.2B impressions a year. Through good times and bad the RV industry has never stopped investing in GoRVing and is currently reaping the rewards for having the foresight and commitment to bet on its future.

Despite the recent drop in RV sales (the result according to industry analysts of recent trade wars with China) the RV industry as a whole has been growing steadily since bottoming out in 2008. More importantly, they are having success reaching out to younger audiences including millennials.

According to GoRVing Vice President Karen Redfern who said in a July, 2017 interview in USA Today, “We have been targeting the millennials over the past few years in an effort to help them understand how RVs fit with what they already enjoy doing and that RVs aren’t the stereotypical vehicle they might imagine... and it’s working.”

CNN corroborated their success, in November 2017 they reported, “Millennials are driving the growth in camping in America, totaling 38% of active campers”. First-time buyers made up 34% of RV purchases in 2016, according to the Recreational Vehicle Industry Association. A typical RV owner is now 45 -- down from 48 in 2015 -- the group found. “The current expansion has been driven largely by new consumers adopting the RV lifestyle,” Thor said in an investor release at the end of 2017.

More recently GORving launched an all-new campaign called “Unexpected” focused on using smaller and more versatile RVs as basecamps for active outdoor lifestyles and adventures.

As a demonstration of this new campaign, Go RVing commissioned professional adventure skier, Brody Leven, and filmmaker, Adam Clark, to produce a four-part video series featuring four RV types. What better ambassadors and spokespeople to speak to fellow millennials than millennials?

Currently their 2019 campaign “Kick Off to Camping Season” is in full swing with a full media blitz including digital and traditional ads, RV dealer point-of-purchase materials, public relations and local tie-ins to amplify the message and further increase consumer awareness.

They are even speaking to powersports people: https://gorving.com/discover-rving/why-go-rving/gooffroading

How great would it be if some of these success stories were ours? Which brings me to back to my original point.

When is our industry going to get its act together and put together a strategic plan designed to communicate our value proposition and start selling motorcycling as a lifestyle to the masses?

The time has come for our industry to stop the fragmentation and develop a coordinated campaign that promotes motorcycling on a national level using the latest in digital communication platforms, PR and broadcast channels to reach Gen Z, Millennials, GEN X, ethnic and female audiences.

I fear the time and money currently being spent by all our independent campaigns won’t move the needle to the extent required and, more importantly, since it’s not part of a coordinated, long term effort designed to shape perception and preference won’t have the desired effect.

I realize the U.S. RV industry is about twice the size of the US Motorcycle industry; roughly $55B in economic impact compared to $23B annually according to estimates, and

Continued on page 72

MARCH 2019

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Continued from page 71

without question has more resources to throw at the problem. This doesn’t mean we can’t still have a significant impact if we pool our resources. What if we added a $5.00 surcharge to each new motorcycle sale? By my math, that would add up to approx. $2.5M in revenue in the first year alone. What could we do with $2.5M? Plenty if we ‘re smart.

The big question is who is going to take the lead. While I admit this question is above my pay grade, as I look around our industry, the only association capable of speaking for motorcycling and managing such an undertaking is the MIC. The MIC is the only organization that currently serves manufacturers, dealers and the aftermarket… and quite frankly, it has the infrastructure to lead such an effort. Yes, a campaign of this nature would require additional staffing and some guidance, and I might also suggest would benefit from locating a great media partner to develop the campaign. If adequately funded, it could be done.

Time is against us, but fortunately, a roadmap already exists; a roadmap with a proven track record that has reinvented another industry that was also coming very close to aging out. I know I’m not alone thinking this.

Recently I held a conversation with a long-time industry associate and friend, someone I deeply respect about this issue. We both came to the same conclusion. The motorcycle industry should borrow a page from the RV industry and start the process of reintroducing itself to the American public. We have such a rich and compelling story to tell. (For goodness sake, we aren’t selling soap).

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Let’s sit down and start putting a strategic plan together, one that five years from now we can all look back on and the only thing we will ask ourselves is, “What took so long?” #GoMotorcycling

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kick the IRS’s money-grubbin’ butt!” is what I said. For some reason, he didn’t share Uncle Paul’s enthusiasm about his turn of luck.

We corresponded by mail all during his “tenure of rehabilitation,” mostly with me pissin’ an’ moanin’ about the latest crisis in our shop. He shared with me a consultant’s tip that’s helped us considerably over the last few years.

Listen up now, this is a biggie.

Jain Bird told me to list all of the shop’s problems. Identify and record one-liners on everything that was giving us trouble. He told me to take that list, study it, then locate and identify only The Three Biggest Problems. Very specific. The three biggest. “Now,” he wrote in a whisper, “concentrate all your efforts toward solutions to only these three… The others will disappear or change, once those are handled.”

Uncle Paul calls these “The Jail Bird Three.”

Wünschisms

By Uncle Paul

I’m Not Sure I Understand Everything I Know About This

-------------------------------------------------------------------------------If we were to pick up where we left off in the previous installment, the last sentence reads “Look at your ownself.” Most of what we cover in this installment should be addressed and handled prior to the new mechanic’s trial period. Using Love Cycles as our example, we’ll cuss and discuss some issues common to all service shops and dealerships. Although Uncle Paul will try to stay away from subjects not directly tied to our search for motorcycle mechanics, some overlap is inevitable. I don’t apologize for this. It seems to me this enigma we face is a lot like a yard full of hungry chickens. Uncle Paul throws out some corn, but if you wanna get fed, you’ll be the one doing the scratchin’ and peckin’. Brings to mind Wünschism #51, “I’m not sure I understand everything I know about this.” Each month, I want you to cut these out and set them aside in a special folder. About a year from now, you will have a comprehensive operations manifesto for running a dealership.

-------------------------------------------------------------------------------Jail Bird Three Six or seven years ago, our shop’s CPA got himself thrown in federal prison for five years. Luckily, he was convicted on some accounting scam unrelated to Love Cycles. The way I looked at it, if they send a bean-counter to prison for creative rule interpretation, i.e. plying his profession, he’s got real impressive credentials. “I want that guy! He tried to

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Menage A Trois Although Jail Bird’s financial manage a trois can apply to all areas of your business, we’re gonna restrict this effort only to the service department. There will be some overlap and influence, but this whole exercise is basically about finding, hiring and maintaining motorcycle mechanics, a.k.a., Aliens From Another Planet.

In the first two installments, we covered how to find Aliens ¾ we know what we’re looking for. And we’ve found a victim, a newbie, who will soon enter our infamous “Trial Period.”

Before he shows up, we can address and cure some of the underlying problems found in any service department. This will go a long way toward helping the new Alien over the trial hurdle, and tighten up our own operation, as well.

The following JBT (Jail Bird Three) problem list may or may not apply to your organization’s unique problems. If you have identified a JBT that’s not covered, it’s okay. Do a little scratchin’ and peckin’ yourself; start your own list.

Uncle Paul’s just giving ya something to work with. If you’re not comfortable with the solutions I’ve provided here ¾ I’m thinking of Wünschism #34, “Everybody’s Got Good Ideas, But It’s Damn Hard To Make One Work” ¾ read on. Companion solutions, clarifications and additional exampling will be found when we cover the actual “Trial Period” and “Alien Maintenance.” Nor have I listed JBTs in any particular order of importance. The numerical designations are merely there so your lawyer can identify the basis of his slander suit when Uncle Paul exposes your ghastly business practices.

JBT #1: Workplace As a shop owner, I’ve sometimes thought the institution of slavery maybe wasn’t all that bad of an idea. “Enslave the Aliens! It’d sure as hell slow down happy feet.” Hey, it might work… but who’d wanna own one? Looking at the overall work conditions found in may dealerships are already employing that concept. Do you realize that Houston, Texas, the city-sauna of the universe, has franchised dealerships right here in town with no air conditioning in the service departments? Head north, and you can find Nanook in Nebraska attempting to perform his job in a dealership’s tin barn, without heat and insulation. Tell me it ain’t so.

Performing work in a service department shouldn’t be a survival test. It’s not just a morale thing, either. It’s not touchy-feelie, nor a perk or benefit. Spend an eight-hour work day back there with the Aliens. Now, what do you think? Look, if you don’t provide safe, top-notch working conditions for any technician, it’s gonna affect everything in that department. Employee morale? Quality control? Job production? You betcha!

I know of no other way of putting this (sorry): “Get The Shit Off My Floor!” Now, clean and paint the shop. We need good overhead lighting with daylight bulbs… outlaw drop lights.

Air hoses and electrical cords should be on reels mounted throughout work areas. Take the naked-lady calendars down and paint the walls. Put steel work benches, a vice, two or three lifts and a bench grinder in each work station.

Clean it, paint it, organize it, make it “a nice, safe place to work.” Outlaw those self-coiling air hoses, too. Aliens play games with them to see what speeds the hose can attain upon re-coil when released at full-stretch. Basically, we want our shop to be a safe, professional workplace: Clean, well-lit and organized. Uncle Paul will share additional ideas and details in subsequent sections of this manifesto.

try it for a while and watch what happens in the last week of every month. It’s plumb scary what Aliens can product when they’re goal-oriented.

Individual Production Individual production goals are nearly identical to the example used for the service department’s effort, except it’s linked to the Alien. This information is maintained and monitored on the Alien’s Mr. Memory Sheet (I’ll cover this later). Individual production goals are particularly helpful when a shop has entry-level mechanics and new hired help.

When we get to the actual workings of the trial period, you’ll see how indispensable this information is in negotiating wages and rewards. This data is proprietary and sensitive, so be careful not to use it unfairly (or to bludgeon the Alien senseless). And never express or discuss goals and production in dollars. Start talkin’ money to an Alien, and he thinks he’s getting’ cheated or under-paid.

Service-related, reasonable goals should be set by management, as well as shared, reviewed and maintained in an on-going manner by everyone. If you don’t like the two examples I’ve given you, make up your own. But you can flag production impediments, scheduling problems and other potential trouble spots before they swell into world-

Wünschism #22, “Flat Rate Sucks.” If you are bound and determined to use it (by the book), there are a few things you can do to offset the inherent evils of this practice. Raise your base hourly labor rate. Pump factory-recommended at-rate estimates by at least 25% for non-warranty work.

JBT #2: Goals Imagine watching an NBA game where the hoop jumped around, swiveled on its axis or sometimes even disappeared.

Wild thought, huh? You’re sittin’ there grinnin’ like ya know what Uncle Paul’s getting’ ready to tell you, aren’t ya? Oh, I’m saying we won’t discuss goals here, or even that you may not have any. Maybe you do. But there are only two goals that you absolutely must have and maintain yearround in a service department.

Department Production When you get down to the get-go, everything in a service department revolves around actual production. Not just how many units you shove out the door, but how many billable (collectable) labor hours are generated. Check it out: If a service department logs eight-hour days and averages 21 work days a month, multiply the number of mechanics on line and establish your potential production at 100% efficiency.

Most shops should be able to float along in the 75% range of potential hours to actual billable hours. Say your shop maintained three full-time mechanics that month. A 75% production goal would be: 8 hrs. x 3 mechanics x 21 working days = 100% potential (504 hrs.) x 75% (.75) – (378) hrs).

Potential is 504 billable hours, our 75% goal is 378 hours.

Only completed jobs (collectable labor hours), will be used in goal maintenance. Unfinished work can roll into the following month’s production goals. Management should post a year-to-date chart as well as a separate monthly chart in the service area. Updates should be made weekly.

If you don’t think this production goal thing is important,

order fires if goals are in place. Stay away from hard dollar figures to avoid exposing any trade secrets, lawsuits, or mo’ money issues (see September’s article for a discussion of mo’ money). You’ll get to where you’re going, even if it’s in circles, through the group of folks you’ve assembled in your service team. Give them a sense of direction. Get them involved. Make your goals their goals.

JBT #3: Financial Review A comprehensive financial review is one of the most difficult tasks to accomplish. This is something only a manager or owner can do. Delegating this job to an employee or beancounter will result in bogus data. It’s a “personal” thing.

Uncle Paul’s telling you to gather up last year’s operating records, then conduct a detailed, hard analysis of what went on in your business the previous year. This process will probably take the better part of a month. We need to zero-in on two profit centers within your business: The parts department, because the service department is its biggest customer, and the service department, because that’s what we’re most concerned with here.

A part department’s biggest customer is the dealership’s own service center. Aliens “buy” a lotta stuff. Up to 90% of your hard part sales will originate from your shop. Figure out how much you “sold” these mullets. That goes for OEM as well as aftermarket goods. Then look at accessory sales.

How much did you sell in accessories that were installed by the service department? Those sales should also be recorded. What you’re going to find is over-the-counter, Continued on page 76

MARCH 2019

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Continued from page 75

walk-in parts sales are not that big of a deal. What’s even more surprising is the large amount of accessory sales going to the grease pit of goo.

Now figure out, by pro-rating, what it costs you to operate the parts and accessory departments. See where we’re headed? We need to find out exactly (plus or minus a few percent) what bottom line we were able to generate from each profit center’s activities. We should do the same thing with our service department.

Take the time and effort to work up a good analysis. Prorate every expense, every cost, every write-off attributable to each profit center ¾ everything. Plug in gross sales, as well as gross receipts, for each department. Then make up a pie chart and start plugging in bottom-line (I gotta pay taxes on this stuff) profits. See? See what you’ve just shown yourself?

Amazing what those guys generate back there, huh?

Tell Uncle Paul again. Sing doz no-money blues just one mo’ time… then shut the hell up! Everybody knows you’re making money back there. You just never got off your butt to find out how much. If you can’t recover a decent profit from the kind of gross sales that service center is generating, you’re an idiot. Quit isolating the service department from your parts & accessories, especially when there’s a direct link.

The true value of a service department will distort if you continue to do so. Until you find out exactly where you’ve been, there’s no way to predict where you are going. Even if you get there, you’ve no clue as to what made it happen.

Have I made myself clear?! (Uncle Paul is smiling.)

Bike comes in, WO is filled out and signed by owner, key tag number is marked on the bike’s mirror, then a shout is heard: “Yo! I needa R&E (review and estimate). Who wants it?” Most of the time, the entry-level guy will want it because it pays “scale two” and he’s anxious to learn (this is startin’ to sound like a fairy tale).

Alien drains oil, covers key hole with duct tape and marks the tape, “NO OIL.” Next, he blows off the right engine cover and pulls the clutch assembly. Armed with a factory service manual, the Alien specs components and works up a parts list. The youngster then confirms diagnosis and parts requested with another mechanic or the shop manager (if a line mechanic or High Commander is conducting the R&E, we forego “parts confirmation”). See, if something isn’t broke in three spots, entry-level Aliens usually need help. They will also stop their review the minute they find anything out of the ordinary, never suspecting what they found may only be part of the problem, a contributing factor, and/or not what caused it.

None of the info presented under policy and procedures is text-book learnin’, so don’t start wringing your hands if my ideas don’t jive with your buddy who’s holding a Masters in management (a little levity on the “buddy” business, nobody hangs out with those guys). Policies are philosophical, and I’ll cover these shortly. For now, let’s look at something easier ¾ procedures.

Then the Alien installs (temporarily) the right engine cover and rolls the machine to customer bike storage.

Alien then works up a parts list using all OEM part numbers.

He ensures the VIN#, key# and mileage are recorded on the WO. When the parts are boxed up, he marks the box with the owner’s name and puts it in customer parts storage.

He then cleans and puts away tools, then tidies up his work area. He logs all job time spent on the WO and turns this in to the shop manager. He records the WO# and time on his Mr. Memory sheet, then goes back to doing what he was doing before the R&E interruption.

Owner is called and informed of the final estimated costs for the job.

Parts are ordered and, when received a few days later, the motorcycle, parts and WO are rescheduled to any Alien for job completion.

When job is completed, the bike is finaled out, tested and checked. WO goes back to manager for customer paperwork and pricing. On the Mr. Memory Sheet, notes are recorded regarding the hours required, along with applicable bonus hours (if any).

Owner is called with exact amount due and pick-up date.

Parts are ordered and, when received a few days later, the motorcycle, parts and WO are rescheduled to any Alien for job completion.

When job is completed, the bike is finaled out, tested and checked. WO goes back to manager for customer paperwork and pricing. On the Mr. memory Sheet, notes are recorded regarding the hours required, along with applicable bonus hours (if any). Owner is called with exact amount due and pick-up date.

Uncle Paul looks at procedures as the flow of the shop: How things operate and the daily running of the business.

Procedures are established and evolve over time. New Aliens learn shop procedures during their trial period. I’m going to describe the steps a routine clutch job would take on a ’93 CB750 Honda Nighthawk at a three-mechanic shop (maintaining one each: Entry-level Alien, line mechanic, and high commander):

Did you notice that someone was tearing that job right away getting a parts list, figuring out what was wrong? When the parts were gathered up, the bike was moved back on the line, then any Alien could be assigned for reassembly? Did you check out how the work was boxed up and the bike stored when not being worked on? All that’s what I call “procedures,” how we do things at our particular shop.

They evolve as the shop matures.

JBT #4: Shop Policy & Procedures When I first started drafting poop for this section, I was gonna tell ya you need a policy and procedures manual or written guide for the service department. Then I thought, “Nawh, nobody reads those things ‘cept the person writing it and the person paying for it.” At Love Cycles, most of the policies and procedures we go with are in the form of Wünschisms… pretty loose, huh? See, most “hard” policies and procedures are to a scooter shop what philosophy is to religion. They all start out with good intentions, but end up so complicated and screwy as to be useless, except to a few fanatics.

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The best way to find out whether your procedures are necessary and productive is to ask your employees about it. “Is there anything out there the shop’s requiring you to do that’s slowing you down, adding to your frustration level, or appears to you as overly stupid?” Be prepared to listen.

Most Aliens know more than you do about everything… just ask them.

Shop policy, now that’s something we can really get excited about. Policy, to Uncle Paul, concerns our attitude when faced with problems. Problems offer non-routine business opportunities to do a better job. At first glance, problems and opportunities don’t appear to be congruent. But good policy allows two opposites to work together, if you recognize them as such. Trying to have a hard and fast policy on every quirky business occurrence that’ll pop up is loony. Just tell your team to use their brain-like device and make decisions that will please both the customer and the boss without costing the shop an arm and a leg.

Most always, policy questions can be solved through liberal doses of Wünschisms.

am along for the ride. My crew is the group powering this business. They’re gonna get us where we’re goin’. Sure, I work the throttle and gears, I even counter-steer occasionally, but, basically, my Aliens are the forces of production.

What’s important to them is important to me, whether it’s an idea or problem, a situation or occurrence. Good or bad, all issues affecting the business or the people within our employ need addressing. Encourage communication at all levels, from everyone.

JBT #6: Leadership & Morale Once the Medicos fixed me up with an electronic ignition system (pacemaker) they told me I could no longer employ open displays of displeasure by throwing myself on the floor and rolling around foaming from the mouth like a crazed Nazi. On the flip-side, male bonding, sensitivity training and new-age psychostupid hand-holding seem kinda fruity to me. Uncle Paul’s the guy in the pick-up truck with a bumper sticker that reads, “Nuke The Gay Whales For Jesus.” Gotta problem with that? There’s a happy medium here somewhere with that? There’s a happy medium here somewhere, and I’m forever lookin’.

My pappy always used to say, “Boy, most of the time when we find ourselves in a box, we put ourselves there.” So this future thing has to do with us, management and owners, for a big part. What we are willing to do to build and maintain a service crew that sticks around and does a good job?

Although I don’t promote it, there is always the option of not making a decision. I’m thinking the fear of making a wrong decision is what intimidates most folks. Are we talkin’ life and death here? No, we’ve just gotta problem that needs to be handled by keeping with the philosophy or goals of the shop. Policies and procedures should never be obstacles to production. Do something. Don’t allow inaction or misunderstandings to grow into catastrophes.

JBT #5: Communication Remember that Cool Hand Luke movie? Did that old warden not hit the nail on the head? “What we have heah is a failure to communicate.” Yeah, buddy! Uncle Paul thinks most all of our problems originating with humans, as well as Aliens From Another Planet, come from a failure to communicate.

I’m not blubbering about the lip-biting, feel-your-pain psychobabble this generation has embraced. I’m talkin’ about laying issues on the table, telling it like we see it, in plain English, without spin or deception. If there’s a glitch, let’s identify and address it, not prance and bob like a bunch of finger-pointing Washington layers. Studies have shown that most disgruntled customers never tell a business that they’re dissatisfied with a product or service ¾ they just don’t come back. Aliens are not always forthcoming with things that are bugging them, either.

At Love Cycles, everyone knows I’m the boss the fella that does everything beneath the dignity of his employees. I change light bulbs, sign checks, keep the Aliens informed of weather changes, talk on the phone… important stuff. See, I mostly look at myself as hanging onto the handlebars. I

Volumes of books have been written concerning leadership.

Buy one. Read it. Uncle Paul is obviously no expert. But, there are a couple of leadership tips I’ve violated over the years that fit nicely into this topic, and these I’ll share: Believe in your heart there’s more good in people than bad.

Maintain your dignity and stay true to yourself.

Others can help you get to where you’re goin’.

Refrain from gossip and disparaging remarks about others.

Lead by example.

Gain respect by giving it.

Never diddle with Wünschism #1: “Ya can’t lie, cheat or steal, ‘lest it’s about war stories, whiskey or bow-legged ladies.” Not with customers, not with Aliens or employees, not with anyone.

You don’t have to be Mr. Perfect to have decent leadership at your shop. Leadership greases the skids and makes the going easier during hard times or when problems occur that require a team effort. You don’t need much of it to be successful, either. It just makes the journey to success a little easier if you’ve got friendlies with you. Think about it.

Back in the ‘60s,’ when Uncle Paul was a lowly private protecting our motherland from the impending ravages of Communist hordes, there was a parable floating around about the infantryman’s plight. It went something like this: “We, the unwilling, led by incompetents, accomplish the impossible, for the ungrateful.” (Whadda ya expect for 78 bucks a month?) I wonder if that farcical metaphor doesn’t Continued on page 78

MARCH 2019

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Continued from page 77

apply to all of us, sometimes, in every level of our business organization. At some point in time, we all experience some form of this morale-killing mind set. It can be catastrophic if left unattended.

Maintaining high levels of morale is fairly easy to accomplish.

If you implement some of the ideas I’ve laid before you in this article, you’ll have taken the first step. See, what you have been offering Aliens before has been “more of the same.” Now you are building a really neat shop and a great place to work. If you differentiate your shop from everyone else’s, improve it through change, then self-promote those differences, Aliens From Another Planet will recognize this effort. The Alien you’re needing to hire might even consider relocating to your business (see “Done-Solved” sidebar) ¾ stranger things have happened.

Smiles and frowns are contagious. My pappy used to say, “Boy, you haven’t got problems. People laid up in the hospital, they’ve got problems. Do a ‘one-eighty.’ There’s plenty of folks out there in a lot worse shape than you.”

That was one smart old man. I miss him. So my advice to you is to wear your happy face at all times during business hours.

If an employee cops an attitude at Love Cycles, I invite him to my office and tell him he’s upsetting the tranquility of the shop. No kidding, “Tranquility Of The Shop” are my exact words. If we can’t work out what it is that’s bothering the mullet, I send him home. Not for punishment. Uncle Paul just doesn’t want him influencing my other Aliens. Come to work with a frown, and you’re treading on thin ice.

Listen to Uncle Paul, now. If you’ve got an Alien From Another Planet with a chip on his shoulder, get rid of that boob, quick! His constant bitchin’ and complainin’ are gonna sour the whole crew.

JBT #7: Flat Rate The most diabolical aberration devised by man is our industry’s misuse of “Flat Rate.” Read my article “That Dog Don’t Hunt” (Dealernews, February 1997). Then read the June ’97 issue’s “Exhaust Notes,” where Uncle Paul responds to some mullet with a phony name and address.

He attempted to defend factory-recommended flat rate.

Uncle Paul is still not over that one.

Wanna kill job quality? Wanna see mechanical initiative go out the window? Perhaps a high turnover rate among Aliens is what you’re lookin for? Playing that “low-bidder game” with the competitor down the street? Comparing hammers to mallets? Lyin’? Cheatin’? Stealin’? Keep using factory recommended flat-rate time as a basis for customer pricing (or paying mechanics), and you’ll do all that. I call it the wage-to-flat-rate shell game: “Here’s a four-hour job. I’ll pay you $90 an hour. Do it properly in 37 minutes. Oh! Have a nice day.” Talk about fairy tales.

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Wünschism #22, “Flat Rate Sucks.” If you are bound and determined to use it (by the book), there are a few things you can do to offset the inherent evils of this practice. Raise your base hourly labor rate. Pump factory-recommended flat-rate estimates by at least 25% for non-warranty work.

Learn to squeeze the required paperwork for everything you can get, short of committing fraud. I’m startin’ to hyperventilate and my eyeballs are bleeding. Uncle Paul needs to move on before he hurts himself.

JBT #8: The Future Uncle Paul would really appreciate it if you’d get into a ponder-noggin mode and case an evil eye on this subject of “The Future.” Think about your new Alien From Another Planet. What are you going to change? What improvements will you make that will keep this newbie with you awhile?

What’s his future with your organization? Where’s he gonna be positioned in the food chain five years from now? What do you offer that’s different from your competitor down the street? How many mechanics have you run out of the industry playing shell-games with wages and flat-rate? Is it more of the same? Will you try something different this time around? Huh? My pappy always used to say, “Boy, most of the time when we find ourselves in a box, we put ourselves there.” So this future thing has to do with us, management and owners, for a big part. What we are willing to do to build and maintain a service crew that sticks around and does a good job? It’s about changing attitudes and emphasis. We need to commit to a new look and follow through, or sure as hell we’ll be right back in this same box a year from now. We should polish up our management and leadership skills, too. Do a better job with and for our people. What is your shop’s future? What is the Alien’s future with your shop?

Wrap Up If you can knock out some of your own JBTs before the newbie shows up for the trial period, it’s gonna help both of ya’ll survive the experience. When we get into Hudgens Law (in a later installment), you will find the JBT technique extremely helpful in keeping your organization fine-tuned and running smoothly. Now that’s an oxymoron. “Small business?” “Fine-tuned and running smoothly?” Hmm, Uncle Paul must be dropping voltage in his brain-like think device… See ya next issue.

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

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

SPRING FLING

By Alisa Clickenger

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ne look at the summer schedule of motorcycle events announced so far, and you can clearly see the adventure riding segment of the market is booming. From the new Mid Atlantic Backcountry Discovery Route (MABDR) – the first BDR East of the Mississippi -to the just-announced “DIRTY for GOOD” female-focused training camp, the 2019 riding season is chock-full of ADV events. The industry’s apparel companies have already geared up and have had their reps trotting out samples nationwide. If your customers are looking for that special something, most probably it’s on the market now and at the warehouse… all you have to do is place an order.

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Image courtesy of FLY Racing/Western Power Sports

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FLY Terra Trek Jacket

The Terra Trek features anatomically correct construction for reduced fatigue and enhanced riding comfort. Waterproof, wind proof, and breathable, the multi-material construction has excellent abrasion and tear resistance thanks to an advanced poly-fabric textile main shell. The Terra Trek comes with CE-certified elbow and shoulder armor and a PE back and spine protector. There’s a removable long sleeve thermal liner for climate control and a two way main zipper.

The jacket features an inner pocket and a YKK main zipper. There’s an internal waist connection zipper to allow attachment to FLY riding pants. The Terra Trek comes in three colors: black, black/hi-viz, and sand. MSRP $219.95 http://www.flyracing.com

Pursang Waterproof Textile Jacket

A versatile all conditions ¾ length riding jacket, the Pursang has numerous intake vents with zippered closures. It features a removable waterproof full liner plus removable and washable zip-in quilted thermal full insulating liner. Maximum air flow is achieved with four vents in the chest and shoulder area, two vents in the upper arms combined with 2-way sleeve zippers. Two large rear zip open lateral vents serve for the exhaust. The Pursang comes with removable high impact CE approved dual-density armor on elbows and shoulders and an 8mm thick memory foam back pad. YKK zippers are used throughout, and there are three interior pockets including a waterproof wallet pocket on the shell. Colors available are black, black/hi viz yellow and sand. MSRP $179. www.motonation.com

SHARK ATV-Drak Helmet

Made from a lightweight composite fiberglass, the ATV-Drak helmet was created with the specific needs of ATV and UTV riders in mind.

This helmet has six large vents along the top, keeping the rider cooler even at slow speeds. The ear pads are optimized to so that riders and drivers can be aware of surrounding sounds, and it is eyeglass compatible. There’s both a removable peak as well as a removable/ washable inner liner. What’s nifty about this helmet is that it comes “naked” and there are four different accessories, sold separately in ‘packs’. There’s a fly pack for bug protection, a sun pack with both a sun shield and neck protector, and an anti-noise pack. The ATVDrak comes in two shell sizes: SM-MD and LG-XL, and four colors: Red, White, Yellow, and Matte Green. MSRP $199 https://us.shark-helmets.com/collections/atv-drak

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Trilobite Rally Men’s Gloves

The Rally gloves are constructed from a combination of A+ quality cowhide leather on the palm and top-quality denim with a stitch design plus steel fashion studs on top. Inside all that, there’s an Aramid fiber lining made with Kevlar® by DuPont™. There is high density molded protection on the knuckles and palm for safety. The Trilobite Rally has a short wrist fit with Velcro closure and leather pull. Sizes are available from S-2XL in the single Blue Denim colorway. MSRP $49 www.motonation.com

Atomic 5.0 Jacket

The Atomic 5.0 is a comfortable, waterproof treated, UV resistant riding jacket. There is external access to the CE certified armor at the shoulders and elbows and removable spine armor. The Atomic comes with a Variable Flow™ ventilation system, waterproof zippers, Cross Linked Ventilation™ with Wind Tunnel Cooling (patent pending), and Full Flex™ articulated back expansion panels. For when it’s cool there is a removable full sleeve insulated liner, and for storage there are two outside pockets, one internal chest pocket and a large padded lower back storage pocket. Sizes range from Small to 3X Large. Colorways are black/black, black/ red, black/ blue, black/ hi-viz, black/ orange, black/ gray. (3X Large only comes in black/white) MSRP starting at $169.99 http://www.joerocket.com/textile-jackets/atomic-50

Highway 21 - Winchester Jacket

This new Highway 21 Winchester jacket is a replicated Army field jacket built for the outdoors. It has four front cargo pockets plus a concealed carry pocket, and two hand warmer pockets. It’s built with a poly/nylon outer shell, removable armor in the shoulders which conforms to CE EN1621-1 standards, and a removable PE comfort back pad. The gusseted shoulders and adjustable side snaps ensure optimal range of motion and overall fit. The Winchester comes in two colors, black or green, and sizes run from SM-4XL. MSRP $149.95 https://www.highway21.com/product/winchester-jacket/259957

Clima Surround Gore-Tex Boots

The Clima utilizes GORE-TEX SURROUND® technology, which up to now was exclusively used to produce outdoor footwear or dedicated to urban use. The innovation is the structure of the sole, which channels all moisture and heat towards the holes on the sides. Made with a breathable and wear-resistant CORDURA® upper, the GORE-TEX Extended Comfort membrane ensures allround climate comfort in a climate range of between 5 and 35 degrees. The closure is an elastic zip concealed by a discreet Velcro band. It’s reinforced with a PU shift pad. The boot is CE Certified according to EN 13634 regulations. Sizes range from (US) 3.5-13 and the Clima Surround only comes in black. MSRP $299.99 http://www.tcxboots.com/eng/prodotti-dettaglio.php?prodotto=279

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MOOSE RACING XCR GOGGLES Must See From NVP

By Charlie Williams

My dedication to the Off-Road dogma was repaid with mediocre results, which led to a mediocre writing career, which led me to striving to become a goggle reviewer in Louisville Kentucky!?!?

What a strange path I wander.

I visited the Moose Racing booth at the Parts Unlimited Dealer Show in Louisville Kentucky recently. Good experience, Darren Carlson took his time to show me all the 2019 off road gear, but he was most excited about the launch of the new Moose XCR goggle. He started with the features, and finished with the hook, $55 retail.

I’ll start with the hook and add the features: $55 for a premium goggle is a great price. I have a number in my head for what I want to spend so I usually buy the mid-point goggle, grab a lens or two and plan on buying a new pair in a couple of years. But now I can stay with in my budget and get a premium product.

I pulled up a similar pair of top name goggles, $80+ and compared the list of features. Pretty much the same product...

In English here’s the run-down of features: Tear-off posts, tinted lenses, removable nose guard, triple density foam padding, sticky strap, fog resistant polycarbonate lens, tested and certified to European Standard EN blah, blah, blah… and a wide eyeport!

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ear Reviews are like pulling teeth for me. Just the facts, the who, what, when and where of an inanimate object… who wants to read or write that? Oh, I could easily write a page-long story ABOUT goggles, but write a story about one particular goggle? Sorry chief, I’m going miss this deadline in favor of some elective oral surgery… without anesthesia!

However, duty calls and I will postpone my root canal to bring you a report on the coolest goggles I saw at Parts Unlimited’s NVP in Louisville.

Remember in Butch Cassidy And The Sundance Kid, when they were interviewing for the job guarding the gold? Struther Martin asked if Sundance could shoot? He promptly missed twice. Sundance was then asked if he could move, and he hit the next 4 targets. I’m like Sundance, I need room to move, and a wide peripheral eyeport…

Here, I’ll show you: My entire riding career was determined by the price of goggles. I was being a whiny 13-year-old kid who wanted some Carrera MX goggles like Roger DeCoster wore…

But they were $19 and Dad wasn’t buying into it. Jeff Larkin, of Jeff’s Cycle in Crawfordsville, Indiana, said why don’t you get some of these $5 HiPoint Enduro glasses, it’s what BIlly Uhl wears, then he showed me a picture of Billy in CycleNews.

From that moment on, I was a woods rider. My backyard became Day Three behind the Iron Curtain... I lived in those HiPoint plastic glasses. School, shop class, couch. I would ride down the gravel road and practice pulling them off and throwing them in the weeds. It happened in the movie, the movie that ran in my head all the time... Off Road.

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Ask your Parts Unlimited/Moose rep to show you a pair, compare them yourself. I think you’ll like the product and the price is a bonus. How do they do it? Look at the bottom of the box, Parts Unlimited, Parts Canada, Parts Europe… that’s buying power that you can use.

MARCH MADNESS IN HOOSIER COUNTRY

By Charlie Williams

F

orget basketball, we had a whirlwind weekend of moto here in Indianapolis in mid-March. The big dance started Friday night as Dreyer’s Motorsports hosted their annual Supercross party. Before we get into the SX, lies and videotapes, first a word about our host. The Dreyer family was actually the first Honda dealership east of the Mississippi and the ninth one in the country. Now that the first eight have closed, Dreyers is now the oldest Honda dealer in the country! That’s pretty amazing, happening right under my nose.

Pop Dreyer got the wheels rolling over 100 years ago working on bikes and cars racing them too. A broken back in a sidecar racing accident led Pop to working on them more than racing, but he excelled at that, too. He became a Duesenberg factory welder and body fabricator for the Indianapolis 500 race team. Pop designed and built his own midget car chassis and was nicknamed “Poppa of the Midgets” I’ll bet that got shortened by his friends!

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Pop Dreyer signed up in 1958 to become a Honda dealer, same location 60 years later... Recently, the state of Indiana was convinced by a group of enthusiasts to post a historical marker marking the location of Dreyer’s shop and recognizing his contributions to the racing world. They had an official proclamation and everything. It is a very high honor for the Dreyer’s. How many of you have your own historical sign?

Oh I’ve left a mark in a truck stop or two after some bad firehouse chili, but there’s no sign...

For years and years, since purple and teal were in vogue, the Dreyer’s have hosted a Supercross party. They push everything aside, set up tables and chairs and Factory Honda sends their top riders to sign autographs. Yamaha, Suzuki and Kawasaki get their areas too, since Dreyer’s is now a multi-franchise dealer… Cannondale too (but that is a story for another trade rag).

The moto kids love getting to see their heroes. I enjoy it too, but the aspect I enjoy is “they” are taking this young stud of an athlete, trained for years to WIN at all cost, strong as a Marine, spoon bending focus, jacked up on whatever can’t be detected by WADA or black light. Strung tighter than a bongo, brains looser than jello. Winning, killing machines. You have the picture, but now we ask him to sit and sign autographs and be super personalities.

My wife, who I later asked — “Just how big was that one glass of wine?” — thought it was a good idea to ask Justin Barcia about the Motocross of Nations! Ho boy! But it is a big ask of the world for these riders to be killers on the track, yet have to sit on their hands and bite their lips. Back in the day, Bob Hannah would have told my wife about something, but Barcia nods and smiles, just like he’s supposed to.

Fly Racing was heavy in the house, top sales dog, Ronnie Wehr had Indiana reps, Austin Woodrum and Jake Rakowski on the floor and they were working it hard. Fly has just introduced their new Formula Carbon helmet, and it looks really nice, I say “looks” because I can’t actually get my hands on it. Instead, my wife, who is still enjoying her wine, and Jake Rakowski are handing the helmet back and forth trying to determine the best way to present a helmet to an unsuspecting customer.

You see my wife, Wilma Stoughton Williams, ran Stoughton’s Cycle Ranch for years and was a student of our friend John Wyckoff, and John would have been smiling at the retail wisdom being passed back and forth between these two.

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COAST TO COAST SUMMER - 2020

Every Rider Has Her Own Story

This Ride Honors the Story of WOmen Host a Women of the Road SCMR2020 lead up event at your dealership and bring more female customers to your door: - Includes an interactive presentation about long-distance touring - We’ll show a cool video about the Van Buren Sisters ride in 2016 - Includes information tailored for your dealership and riding areas Inspire and encourage women riders and passengers, as well as families, to ride more be involved in the event.

Ready to bring more customers to your door?

CONTACT US NOW: Events@CentennialRide.com @CentennialRide @SCMR2020 www.CentennialRide.com

The Suffragists Centennial Motorcycle Ride (SCMR2020) is a multi-route cross-country motorcycle event and it will be the most inuential ride in 2020 inspiring riders before, during, and after the ride.

Presented by Alisa Clickenger

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Eventually it was decided, two hands at sternum height was the proper technique. As the “customer” I was finally handed the helmet with two hands at sternum height…. DAMN that Fly Formula lid is LIGHT! See, if the salesman had used one hand and presented it low and off to the side, I would have taken it with one hand at an awkward angle and it might have felt heavier.

Even without the tricks, the Formula Carbon is in fact a very light carbon fiber helmet. But Jake insisted that even more interesting than the weight was the “Impact Energy Cells.” A newly developed magic foam rubber that does everything, reduces rotational, shearing, improved impact absorption, cures baldness... and that blue color looks like Viagra (or so I have been told… I don’t know nothing about no ED).

Saturday night was the Supercross race and Marvin Musquin won, it was a great race, it’s well documented and I don’t really have anything to report other than the racing was terrific and I enjoyed the show. Since this is Dealernews, and I’m supposed to be reporting cool dirt bike stuff I’ve seen, Kyle Chisholm’s LS2 helmet had the most amazing light reflecting graphics I have ever seen. Under the giant lights the helmet truly looked like it was illuminated and you could easily pick it out anywhere on the track. The LS2 has great looks and I’ve worn one, it fit like a glove. But I’ve looked at the helmet on TV and pictures and they don’t show the luminescence.

Sunday morning, after the big show, they opened the doors to “Supercross Futures” so I flashed my trusty press pass (two twenty dollar bills) and got the scoop. It’s the new pathway for amateur racers to earn the points to make it to the big show. There were a lot of them too! A total 758 entries! That seems to be a pretty encouraging number for our industry.

They put on a good show too, there was lots of good racing and good riders, I was impressed. Yes, there were some injuries as predicted, but it was a fairly safe day with some really good racing going on. The skill level of the riders is amazing and they run a tight program, good job guys!

Walking the pits, we saw license plates from nine states but I’m sure there was more. Hoosier Tire had the big rig on the lot and Irish Saunders was all smiles with the success Hoosier is having with their new moto tires. Every single person I have talked to rave about the Hoosier knobby tires on the MX track.

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It’s tough here in the Mid-West in March, we’re in our 8th month of winter so any activity outside is still harsh windy and cold conditions. I’d like to have seen the atmosphere of the pits had it been 60 and sunny, not windy and pneumoniainducing out, but spring is still a few weeks away.

Something I just realized, with Supercross in Indy that truly puts it in the center of the racing universe again… reminded of the Dealer Expo glory days when the motorcycle world came to us. Sure, the spotlight shines away for SX to the Formula 1 race the next morning, but yay rah Indy! Yay rah Indy riders! Yay rah Dreyers!

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Ave Atque Vale Arlen Ness

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“

otorcycling has been a great ride… my whole life since I’ve been motorcycling has been wonderful,” said Arlen Ness.

Sadly, the ride came to an end for the King of Custom motorcycles on March 22, 2019, after battling with bone cancer. Seems like everyone in the motorcycle industry has an Arlen Ness story. They all say the same thing of the man being gracious, humble and genuine. So how about Arlen’s view of things?

With few words, Arlen conveyed his priorities every day: family and friends. “I’ve met so many nice people. Friends all over the world… We can go almost anyplace and stay with friends.

It’s been great.”

The most important things in Arlen’s life were his wife of 59 years Beverly, his children, grandchildren, friends and motorcycles… in that order. However, motorcycles almost never happened. “I discovered motorcycles when I was in high school… I loved them,” said Arlen when he was honored with the inaugural Lifetime Achievement award by the Sturgis Motorcycle Museum & Hall Of Fame in 2016.

“Of course my father wouldn’t let me have one.”

Instead, he married his high school sweetheart Beverly soon after graduation. “And my wife didn’t want me to have a motorcycle either.”

Arlen admitted he saved a little money “on the side” and actually bought a bike a couple years after he and Beverly had been married.

“It was a 1947 Knucklehead with a suicide clutch… I stalled it 10 times trying to get it half a block. The garage door was open and I pulled in and gunned the engine a couple of times.

She opened the back door, took one look and SLAMMED the door. She didn’t talk to me for a couple of days.”

Despite this inauspicious start, “she got used to it. I’ve had that same bike over 50 years, so I guess she is okay with it.” In 1970, Arlen and

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Beverly opened their first store. Arlen kept his day job and worked on bikes at night. “It was really hard when we first opened the store because nobody wanted to rent space to a motorcycle shop.”

Even after he found the space, rent was $75 a month. “We were really sweating whether we could afford that.” After a week or so, a customer came in and spent $300! “I made $100 profit, so I called my wife and she came down to the shop and we had a couple of cocktails to celebrate. I thought, ‘Man, this is something! I would have to work a whole week at my other job to make that much.’”

One year later Arlen quit his day job and began concentrating on his passion for custom motorcycles. “Ram Horn” handlebars were Alren’s first product. “Then I made a fiberglass rear fender to fit on a Sportster… those were my first parts and I just kind of added to it and added to it.” Pretty soon there was enough to fill a little catalog, then a larger catalog. The current version of Arlen’s little catalog is now 200 pages packed with parts and accessories for Harley-Davidson, Victory and Indian motorcycles.

“We just kept getting busier and busier.” Arlen stripped down his Knucklehead and began experimenting with his spray gun. Soon there was a growing list of people asking Arlen if he could do a nice paint job like that on their bikes.

So what is the best bike Arlen ever built? “The Smooth Ness bike is probably my favorite of all.” In fact, it is still on display at his Dublin, California, dealership because he can’t bear to sell it. Derived from an early coach-built Bugatti, Smooth Ness demonstrates Arlen’s ability to create flowing lines and mastery of paint… hallmarks of all his bikes over the decades.

“I’m lucky that some of my bikes turned out likable.” He and Beverly also created a bike building dynasty. The Ness custom family now includes son Cory and grandsons Zach and

Photo by Scott Cox Max making them the only three-generation family of custom builders.

Eventually Arlen caught the eye of Victory Motorcycles. They gave him a bike to build and it ended up on a couple of magazine covers so Victory put Arlen under contract to design parts and accessories for America’s other motorcycle. Eventually Victory had the Ness family designing entire motorcycles for them.

“We were under contract with Victory Motorcycles for 15 years.” Ultimately Arlen, Cory and Zach all made indelible marks with a series of signature models and product for Victory. “We did a lot of stuff for them and they did a lot of stuff for us, that’s for sure.” Then they have turned their collective talents to Indian Motorcycles and the legend continued to expand.

Not bad for a guy whose father and wife wouldn’t let him have a motorcycle!

Ave atque vale Arlen Ness July 12, 1939 March 22, 2019

AIMExpo........................................................................32 American Lifan.............................................................91 Best In The Desert.......................................................73 Big Bike Parts..............................................................11 Beta...............................................................................69 Joe Rocket....................................................................49 Kenda............................................................................85 McGraw Powersports.................................................43 Motorcycle Industry Council (MIC)............................67 Motonation...................................................................39 Motonation (Vemar)..............................................CVR 4 Motorcycle Industry Jobs (MIJ)..................................23 MOTOTV.........................................................................55

National Powersports Auctions (NPA)...................... 9 Performance Brokerage Services.............................51 Racer X..........................................................................89 SHARK Helmets............................................................. 7 STACYC..........................................................................79 Steelcore.......................................................................65 Suffragists...................................................................87 Trilobite........................................................................93 Tucker Powersports....................................................17 UBCO..............................................................................19 Vroom Network...........................................................47 Western Power Sports.............................................2-3

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

MARCH 2019

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Backfire

By John Murphy

WANTED: DEALERS ALIVE… NOT DEAD! #ColumbusRolls

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emember Wanted: Dead Or Alive the old TV show where motorcycle racer-turned actor Steve McQueen played Josh Randall? Like being a bounty hunter, being a dealer is a tough way to make an easy living! Unlike the TV show though, we want dealers who are ALIVE to STAY ALIVE! Saddle up. We’re on a mission and we’ve got a target.

We are targeting the upcoming AIMExpo coming September 26-29, 2019, in Columbus, Ohio with our own #ColumbusRolls outreach program. Rather than an old B/W western rerun, we are looking forward to a return of a vibrant, action-packed dealer expo, shades of the old Cincy and Indy days!

Dealernews is proud to announce that we are producing the “Official Show Directory” for the upcoming AIMExpo. We are committed to demonstrating the importance of this event to dealers… a bounty for your business, as it were.

On March 26th & 27th, pre-registrations were opened to qualified dealers throughout North America. The message was e-blasted on March 26th, and also attached to the Dealernews Dealer Down Load on Wednesday, March 27th. If you missed these materials, let me know and I will personally send you the link for priority dealer registration.

Check it out, it details some of the new features being added to the program in Columbus this year: • New Floorplan, Lifestyle Features and Schedule makes it easier to access the products, tools, and education that are most important to the growth of your business • Increased emphasis on four-wheel products - one of the fastest growing segments in our industry • Expanded New Product Showcases • Dirt demos at AIMExpo Outdoors!

• More powerful education designed to help your business grow and keep you ahead of current buying trends • Industry Celebration! Thursday Night

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#ColumbusRolls! More than 50% of the nation’s dealers are within a 500 mile radius of the AIMExpo show site. This is where you’ll see the new OEM offerings for 2020, plus all the new Aftermarket products. Everything from tires to helmets; Off- and on-road apparel for 2020, to the latest E-Bikes… and that’s just the tip of the iceberg!

Although September 26 & 27th are the TRADE ONLY days, savvy dealers will want to stick around on the 28th & 29th for the public days. Observe your customers acting like kids in a giant candy store. See where the end users are gravitating; which new machines are stopping traffic, and aftermarket goodies are drawing the eyes of your customers.

Join the Dealernews Team at the AIMExpo, September 26-29, 2019 in Columbus, Ohio, to collect your bounty of exclusive show deals, invaluable educational opportunities and the tools to stay alive in this business!

That is Because #ColumbusRolls

P.S. As I write this, the news of Arlen Ness’ passing just broke. I knew he was ill, for I spoke with his wife Beverly, and son Cory, up at Jeff Fox’s funeral last May, but it’s always a shock when a Legend passes.

Arlen Ness, and the entire Ness family, is a class Act, and show us all what it means to be truly, “Cool” — ironically The King Of Cool Steve McQueen would have been 89 years old on his birthday today.

On behalf of the entire Dealernews Team, please know our prayers are with the Ness Family.

John Murphy Publisher, Dealernews

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

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