Issue#8 August 2020 by Dealernews

DN 2.0 #8

DEALER PROFILE:

Indian Motorcycle Of Sturgis

Royal Enfield

Shattering The Glass Ceiling

STURGIS:

Road Tripping In The COVID Era

RACING THROUGH THE PANDEMIC Flat Track Is Back!

CONTENTS 04 WORLD’S LUCKIEST MAN 06 EDITORS NOTE 08 LETTERS+ 10 OPEN LETTER FROM PRI Bob Althoff On The Funhouse

Robin Hartfiel On Any Sunday The Industry On Dealernews

And A Statement From SEMA

20 2

12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER PROFILE+ 26 ROYAL ENFIELD

New Normal Is Old News Getting Back To Work

Indian At The Epicenter Of Sturgis Breeann Poland On New Direction

30 INDUSTRY RESEARCH+

Dr. Paul Leinberger On How COVID Changed Customers

32 INDUSTRY RESEARCH+ 34 INDUSTRY RESEARCH+ 38 COUNTERING COVID

Lenny Sims On NADAGuides Numbers Don Musick On Mapping Made Easy Larry Daniel On A Compass

OUR TEAM Bob Althoff World’s Luckist Man

41 eDEALERNEWS 42 OEM UPDATE 44 CURRENTS+ 47 SHOWTIME+

Charging The Long Way Around Yamaha MORO Stuns Market Watts Up?

Road Tripping With RC, KAT Tales, Flat Track FITES Back

48 THE GOAT GOES TO STURGIS 52 PERFORMANCE+ 56 OPINION+ 60 PERSONNEL FILEs 62 CONFESSIONS OF A CUSTOMER 64 MIC RIDE REPORT 66 ADVOCACY+ 68 DIVERSITY+ 70 GEAR+ 74 PRESS PASS+ 76 PRESS PASS+ 78 PARTING SHOT+ 79 AD INDEX 80 VALE+ What A Difference A Year Makes

Mark Rodgers On “AccSELLerate” Through The Curves Travels With Charlie, KAT Tales

Alex Baylon On The Summer Of COVID

Eric Anderson On What Customers Pay For What Does The MIC Do For You? Don Amador On The New Girl

Alisa Clickenger On Travels In A Time Of COVID Twisted Tenere

Flat Track Is Back

Covering Artist Scott Odell

Lowell Anderson On Bikers Are Guilty! This issue Brought To You By…

Ave Atque Vale Billy Ray Hilton

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

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

AUGUST 2020

In this tilt-a-whirl world, with a pandemic still on the prowl, an election (THE election!) only 65 days away, supply chains still disrupted, OEs reeling, banks nervous — it may be time to step out of this House of Mirrors and re-focus. On, what, pray tell? I’d suggest a laser-like pivot to the guy or gal who writes your paycheck — the customer. At times like these, nothing, no one is more important. All the rest is distortion and noise. If the customer sticks with us, we’re good. If they found us during a time when they wanted “to social distance” on one of our freedom machines, only to later decide that their experiences with our dealerships weren’t particularly fantastic… well, shame on us. This is the opportunity of a lifetime! Tell our story, share our sense of community. Evangelize all the richness, diversity and plain fun we sell.

World’s Luckiest Man By Bob Althoff

WELCOME TO THE FUNHOUSE!

s a kid, going to the carnival was where I learned about something called “sensory overload.” From the first step past the box office, it was sights, sounds, whirling rides, clowns, smells of food and exotic animals. The “comeons” from the carneys implored us to toss a ball at some milk bottles or shoot at some balloons or whatever. As an older kid, there was the allure of the “tunnel of love” — a story for another time perhaps. But always there was a “funhouse” — a place where mirrors distorted our faces and bodies into strange, grotesque and unrecognizable shapes. Ahhh, those were the days. I’m recalling all this because somehow our industry has morphed from shut-down-dead-in-the-water to throttlepegged-WFO! How could this be? We went from too much inventory and no customers to too many customers and no inventory! It is hallucinogenic to see today’s headlines about a record first half for our industry, knowing that most of us had our lights off for weeks or months (what seemed like an eternity). Welcome to the funhouse, circa 2020! And, if you called this one, please call, I’d like you to manage my 401(k). So, where do we go from here?

I’ve carried a tattered 3” x 5” index card for too many decades to count. It has these words typed on it: ENTHUSIASM IS THE HIGHEST PAID TALENT ON EARTH! A dear (now departed) friend gave me that bit of advice/ wisdom, and for that, I am deeply indebted. When he did, I replied, “I already am an enthusiast--a motorcycle enthusiast.” “Not what I meant,” he said. But perhaps it was. Bob

Editor’s Note By Robin Hartfiel

NEAT

efore the COVID craziness changed our world, I had the last week in April marked in red letters on my calendar (yes, the old-fashioned paper kind where I still schedule everything despite all the electronic aids). That was when the 21st Annual Newport Beach Film Festival would have the world premiere of A Life of Endless Summers: The Bruce Brown Story as its Opening Night film. Like everything else, the film festival was put on hold, then moved from the theaters to a pop-up drive-in at a parking structure and then postponed again until after summer has ended. Meanwhile the movie released without fanfare for online streaming. That is our “new normal” in action. This worst of times did remind me of the best of times. In fact, my best day ever as Dealernews editor was sitting in the studio with Bruce Brown himself, Dana Brown who made A Life Of Endless Summers as a tribute to his father and some guy named Malcolm Smith talking about On Any Sunday! BEST. DAY. EVER! As much as I hate retrospectives, seems like the tall tales and industry topics we covered back then are still relevant to this day... I wrote: Remember the immortal refrain from On Any Sunday: Neat, Malcolm.” Smith wins Baja, rides Widow Maker or just plays around on a trials bike and Bruce Brown’s stirring narration captures Malolm’s all-encompassing enthusiasm with a single word: “Neat.” Or how about the current Malcolm Smith Racing ad campaign “My Best Day Ever?” Getting to talk movie-making with Bruce Brown has to rate right up there at the top of my best days ever. A couple of weeks ago, a clip in Cycle News “looking back” column noted “Famous Endless Summer moviemaker Bruce Brown was busy filming a movie about motorcycles

that would be out in 1971. He would call it On Any Sunday.” Almost 30 years to the day, I’m in Monterey Media studios recording an interview with Bruce and his film-maker son Dana for the DVD version of On Any Sunday Revisited. How cool is that? Most people in this industry still remember the first time they saw the definitive motorcycling movie of all time. In fact, it is the reason many of us are even in this business. The huge surge in motorcycle popularity that followed On Any Sunday’s release in 1971 makes Brown one of the singlemost influential forces in the American motorcycle market. Even 30 years later, the film still has a powerful effect on people… I’ll spare you most of the rest of my hero worship blathering, but will tie it back into industry numbers, dark times and the best of times. Remember this was 10 years ago, talking about a movie that was 30 years old, but maybe the silver lining is that like in 1971, post-COVID 2021 will see us back on track for the best of times. That would be neat. Who knows if On Any Sunday Revisited (or a Life of Endless Summers) will have the same effect on the motorcycle marketplace as its forebear, but another famous Brown (Don Brown) says, considering the way things are going, we maybe on the verge of selling 2 million new units as early as 2004. It seems like just yesterday that Don was cautiously optimistic about the industry being on the verge of selling 1 million units after a decade of declining sales. It looks like we are all in for our best day ever. Or as the latest MSR ad featuring Malcolm Smith himself states, “I’m glad that I didn’t listen to my parents when I decided to drop out of college to race dirt bikes. My best life ever.” Neat, Malcolm, Bruce, Dana and Don Brown. Neat! P.S. The movie can be streamed from here… make it a double feature and watch On Any Sunday again, too. It was Neat: https://vimeo.com/ondemand/brucebrown

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

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Tim Commers Cushman Motor Company Minneapolis, MN https://www.cushmanmotorco.com/

RC SAYING SAYONARA TO SUZUKI After 15 years with Suzuki, I wanted to take this time to say thank you and express my gratitude to the entire staff at Suzuki of America, Suzuki Japan and to all of the other regions I have been fortunate enough to work with over the years. We were able to accomplish some great things together, both as a rider, and as a team owner and I am very fortunate to have made many great friendships along the way. As times change, I have been looking at other opportunities within the motorcycle industry and exploring options where I feel my experiences can best be applied to help grow our great sport. As everyone knows, I also enjoy challenges and seeing what a team of people can do to produce a great result when working together on new projects. As I continue to build upon my years of experience as a racer, I am now transitioning to enjoy other aspects of the motorcycle community. This hasn’t been an easy decision, but the future is exciting for me. My love of bikes has grown beyond just offroad riding and I am looking forward to exploring those opportunities more in the future. I will forever work to promote our sport and continue to give back to the up and coming riders who hope to see their dreams realized, just as I did many years ago. With that, I want to wish everyone at Suzuki continued success in the future. Friendships go well beyond working relationships, I am fortunate to have many of you as friends, and look forward to seeing you at the races and on the road! My warmest regards, RC

#TESTIMONIALTUESDAY The quiet of the morning has always been my favorite part of the day; there is something about seeing the sun come up while holding a good cup of coffee that sparks creativity, at least for me anyway! Among all the things that have changed since the beginning of COVID-19, my morning routine is one of them. What I do hasn’t changed, but certainly what I have been choosing to read. Is it just me, or has mainstream media turned to complete garbage? Thank goodness for Dealernews, Roadracing World and sometimes the Weather Channel… these guys bring me into everyday with a smile! Teri Lynn, Director of Sales & Marketing Motosense Aska, Georgia

P.S. People often confuse us with the company that manufactures Cushman vehicles. That’s not us. That’s the Textron-Cushman company based in Augusta, GA. We are an independent, family owned company located in Minneapolis, MN. We do not have stickers… yet. Our 50+ logo was designed by Ross Berlanga, former creative director for Mustang Seats, DragonFire, K&N and more recently JE Pistons, Wiseco and Race Winning Brands. He might be willing to create something unique to your business.

GEEK OUT! I’d like to speak to someone about motorcycle dealers statistics. I’m looking to see how I can show how important they are to the industry as a whole and how we have to support them. I’m a sales rep in Colorado. If anyone has anytime to geek out on some statistics, I would really appreciate it. Davey Gonzales Colorado

STICKERS ARE THE CURRENCY OF OUR INDUSTRY? Do you have the Dealernews 50th logo available as a vinyl graphic or decal?

The Motorcycle Industry Council produces a Statistical Annual that breaks out the economic impact of our industry by state, by region, by model type… plenty of parameters to geek out about. If the company you rep is an MIC member, you should have access to this member benefit. They also have Retail Outlet Audit, IHS (Polk) Data, Tire Reports, Helmet Reports and more: https://www.mic.org/#/statistics

Check us out on Instagram: https://www.instagram.com/dealernews/ Like us on Facebook: www.facebook.com/DealernewsFan/ Tune into the new YouTube channel: www.youtube.com/channel/UCZE6q4gQ5EIz0nOX4WaXw1w

After looking at this list I don’t think it will be hard to compile as you don’t have anyone in there from The Motorcycle Company (Veracka Group), RideNow, Freedom PS, Del Amo, Calculated Risk Group, & Windy City Group just to start with. A significant amount of all powersports sales probably come from just that list and I know there are a bunch of incredibly talented people there that are changing our business daily. Plus, all the other smaller groups that are selling volume and shaping the consumers retail trends. Also, there are a bunch of OEM and aftermarket vice-presidents, GMs, and

TOP 100 I am the Marketing Coordinator at Addictive Behavior Motor Works in SLC, UT. Our owner asked me to reach out to you guys to inquire about the Dealernews Top 100 award that you give out every year. We’ve been in the Top 100 in the past, but I’m wondering how I go about getting us on the list of consideration for this year? Please get back to me at your earliest convenience. Thank You! Taylor Clark, Marketing Coordinator Addictive Behavior Motor Works Salt Lake City, UT

product managers that aren’t getting the credit like the CEOs do, but quite possibly are making a bigger difference in the industry today and the future. Just some ideas I want to bring up, I think it would be an exciting list and probably get more eyes on your publication as everyone wants to know who is really shaping our future. Thanks, Steve Morris North Carolina Points well taken, Steve. We had to start somewhere, but there is always room for improvement.

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Hi Taylor, it has actually been five years since the last Top 100 awards were presented, so your shop hasn’t missed out. We did break out the Top 100 industry people last year and will hopefully be getting the Top 100 Dealer program back in action in the postCOVID era.

TOP 100 PEOPLE, PART II I was going through archived issues last night and was looking through the Top 100 people issue again from April. While the list is a great “Hall of Fame” list, most of these people either don’t work in the industry anymore or serve only as figure-heads of the businesses. You should use this year’s historical “Top 100” issue to identify the Top 100 people that are actually doing all the heavy lifting now, the future difference makers and the ones pulling the strings today.

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OPEN LETTER FROM PERFORMANCE RACING INDUSTRY PRESIDENT

ear PRI Exhibitors and Attendees,

Thank you for your continued interest and support of the PRI Trade Show. I have been attending the PRI Show for over 20 years, but there has never been a year like this. The impact of the COVID-19 pandemic has hit all aspects of American life, including the racing industry. This letter is intended to help inform you of the latest news on the 2020 PRI Trade Show, as well as to help you understand what the PRI team is working on to ensure that the Show can go on. Above all, I want you to know that we will do what is right for the industry. I know that you have a lot of questions and concerns right now, and I want to help answer those. To be clear, at this moment, the 2020 PRI Trade Show will be held at the Indiana Convention Center on December 10-12 as scheduled. We have over 940 exhibitors who have registered in anticipation of displaying their racing products. We are working closely with the Visit Indy team, the Indiana Convention Center staff, and other Indianapolis officials including the Office of the Mayor of Indianapolis to ensure that we can offer you a safe and productive Trade Show. There is a lot of momentum in the racing industry, and we intend for the PRI Trade Show to continue that momentum into the 2021 racing season. NASCAR, NHRA, Street Car Takeover, NMCA/NMRA, SCCA, and IndyCar are all running events in the Indianapolis area with planned crowds of several thousand people. While many local and national crowds are being limited in size, these racing events are still going on, safely.

Currently, the city of Indianapolis is at Stage 4.5 (out of 5) through August 27. What this means to PRI is that we could not hold an event larger than 250 people without approval of the Marion County Public Health Department. Fortunately, the Visit Indy team has already had great success gaining this approval for events that are being held at the Indiana Convention Center right now. This includes several weekend high school basketball tournaments with over 7,000 people in attendance. These events have been held with sensible safety measures in place, and with no outbreaks of COVID-19 reported. In addition, the entire city of Indianapolis (hotels, restaurants, transportation companies, and many more) is looking forward to, and preparing for, the PRI Trade Show. Here is the challenge that the PRI Trade Show is facing: We will have to obtain the approval of our safety plan from the Marion County Public Health Department. The PRI safety plan will include the use of what are now regularly accepted health precautions like wearing a mask, sanitizing your hands, going through a health screening, and social distancing throughout the event. This assumes that Indianapolis stays at Stage 4.5, and, as we all know, these safety guidelines can be changed at any time to adjust to changes in COVID-19 cases. I liken these safety guidelines to the rules of any racing sanctioning body. You are required to wear safety equipment as part of normal precautions to competing in your race car. You will be asked to follow similar safety guidelines and wear safety equipment to participate in the 2020 PRI Trade Show. I wish you the very best during these uncertain times, and I ask for your patience and support as we all work through the challenges that I have presented to you. As racers have always done, we will be optimistic, realistic, and win together. As a follow-up, if you have additional questions, please direct them to us at the following email: President@PerformanceRacing.com Sincerely, Dr. Jamie Meyer President Performance Racing Industry Trade Show & Media Company

Statement From SEMA About The 2020 SEMA Show

providing manufacturers and buyers with the best opportunity to connect, promote new products and discover new trends,” said Chris Kersting, SEMA president and CEO. “We appreciate the spirit, hard work and innovation our industry puts into the SEMA Show each year. While we are disappointed circumstances prevent us from hosting the Show in November, we look forward to getting everyone together in 2021 for another outstanding event.” Full refunds for SEMA Show exhibitor booth deposits and attendee registration fees will be issued. Updates will be posted to SEMAShow.com

EMA, the Specialty Equipment Market Association, announced today that due to COVID-19 and concerns that event facilities and services will be unavailable, the SEMA Show will not be taking place in 2020. While both event organizers and industry members have been working tirelessly to deliver an outstanding SEMA Show in November, mounting uncertainty has rendered continuing with the event inadvisable. SEMA expects the decision will bring much needed clarity to an uncertain picture and will help exhibitors, attendees and partners plan accordingly. Recent SEMA Show survey results indicated interest in a possible virtual tradecshow with related live elements. SEMA will be working with industry members to determine interest levels on specific alternatives. “The SEMA Show is committed to furthering businesses in the automotive specialty equipment market, and to

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SPEAKING OF THE GREAT OUTDOORS…

OHV WINS IN WASHINGTON

More than 800 groups representing state and regional tourism, local businesses, veterans, sports enthusiasts, engineering & planning firms, conservation organizations and the outdoor recreation industry proved there was strength in numbers. The Great American Outdoors Act, one of the biggest land conservation bills in a generation, became law in August after it was passed by huge bipartisan majorities. “There’s so much to celebrate here,” exclaims Scott Schloegel, SVP of the MIC Government Relations Office. “Powersports enthusiasts will benefit from the improved trails, riding and driving areas across national forests, parks and other lands. This is a shot in the arm for the entire outdoor recreation industry that, prior to the pandemic, contributed $778 billion in economic output, accounted for 2.2 percent of U.S. gross domestic product, supported 5.2 million jobs, and was growing faster than the economy as a whole in every indicator.” More than 100,000 new jobs nationwide are forecast for an outdoor recreation economy that has struggled during the pandemic, just as Americans are seeking more opportunities to get outside and visit rural communities, parks, and wilderness. For off-highway vehicle enthusiasts, the GAOA goes a long way toward addressing the $20 billion deferred maintenance backlog confronting public lands and waters. It will build up infrastructure and improve many trails and areas enjoyed by motorcycle and ATV riders and side-by-side drivers.

Putting their money where their customers are, Yamaha Motor Corp. continues its Outdoor Access Initiative (OAI) program. The goal is to continue building meaningful partnerships with leading local and national outdoor recreation and land stewardship organizations across the U.S. “Mirroring the goals of Yamaha’s Outdoor Access Initiative, the recent passing of The Great American Outdoor Act will help public land managers across the country tackle the enormous backlog of necessary maintenance and conservation projects, allowing everyone to continue enjoying our nation’s lands,” said Steve Nessl, Yamaha’s Motorsports marketing manager. “Yamaha OAI funds can extend and accelerate the effort in restoring America’s lands, supporting safe and sustainable outdoor recreation and access for all. Workready community or outdoor enthusiast organizations with an interest in land stewardship for outdoor recreation are encouraged to reach out to us for help.” The first and second quarter 2020 Yamaha OAI grants totaling more than $155,000 were awarded. For more than 10 years now, Yamaha has been issuing quarterly grants to non-profit organizations supporting the program’s mission. To date, the program has contributed more than $4.25 million in aid to more than 370 projects across the nation. Yamaha’s OAI-supported efforts work to improve access to public land for outdoor activities including riding, hiking, biking, camping, hunting, fishing and motorized recreation.

For questions regarding the Outdoor Access Initiative 1-877-OHV-TRAIL (877-648-8724) Email: OHVAccess@yamaha-motor.com Website: https://www.yamahaoai.com/ Write to: Yamaha Outdoor Access Initiative Yamaha Motor Corp, USA 3065 Chastain Meadows Pkwy Bldg. 100 Marietta, GA 30066

MEMBERSHIP HAS ITS PRIVILEGES

Remember the old credit card slogan? Well, being a member of National Powersport Auctions (NPA), preferred dealer program really does have benefits as all-new tools and services have been added to its recently launched membership program. For $99 a year, dealers will benefit from a more detailed NPA Value Guide, plus an Inventory Valuation tool, VIN Decode and Digital Ad Packages. Along with getting access to these additional tools, membership will give dealers exclusive access to buying inventory at NPA Auctions. “NPA made the decision several years ago to begin instituting a membership fee to participate in our auctions,” explains NPA CEO Jim Woodruff. “However, part of our mission is to provide value to our customers in everything we do, so we decided to wait until we could roll out new benefits with the membership program including an enhanced version of NPA Value Guide with key features our dealers have been asking for. The NPA Membership Program will help fuel the development of new features and capabilities for all our members and adds an extra layer of exclusivity to dealers who have made the commitment to powersports.” According to the dealer-only auctioneers, the new NPA Value Guide Plus is the first to offer dealers actual vehicle transaction information that can be searched by location and time frame. With over 75,000 transactions annually, this gives dealers the details needed to estimate the value of any powersport vehicle accurately. To help dealers find out what their current pre-owned inventory is worth, NPA also created the Inventory Value tool. Dealers can simply upload vehicle VINs in bulk, and the NPA Value will be displayed, including average miles, condition, number of units. “We have received terrific feedback on the new features we launched with the program,” Woodruff continued. More than 400 dealers have already signed up to gain early access. “These tools will more than pay for themselves. We appreciate you, our customers, and look forward to continuing to provide you with the best products to grow your business.” Call dealer registration at 888.292.5339 ext. 1 for more details or click: www.NPAuctions.com/cp/MembershipOverview

FUEL ON THE GAS!

Got GAP? Fuel Capital Group has partnered with SafeGuard Products International, the leading provider of third-party private label protection products for the automotive, RV, marine and powersports industries. “Joining forces with Safe-Guard provides a tremendous boost to our organization, our dealers, and their riders,” said Fuel’s SVP of Sales & Marketing, Stephen Pietrowicz. The new program enables the Fuel Capital Group to provide a complete, branded protection product solution to dealers under the “Fuel Capital Protect” name. This includes Vehicle Service Protection (VSP), Guaranteed Asset Protection (GAP), and Tire & Wheel Protection. Additionally, Safe-Guard will support the Fuel Capital Protect program through technology integration, sales and marketing content, and dealer training as well as the administration of the program. At the core of Fuel Capital Group’s strategy is a technology driven platform that provides dealers with near immediate approvals, 100% paperless DocuSign contracting and 48hour funding commitment. Fuel’s mission is to become their dealer partners’ preferred funding solution by offering dealers and consumers a full credit spectrum of options with a fast seamless application, approval, and funding process. “This partnership enables Fuel Capital to bring new, industry-leading solutions to the table for our dealers, which enhances their business by driving revenue and customer retention while improving the owner experience for the customers they serve,” concludes Pietrowicz.

AUGUST 2020

CASTOR OIL CURE FOR COVID?

Dust off your Ratio Rite and grab a couple extra spark plugs for the toolbox, the Wiseco 2-Stroke MX World Championships hosted by Fasthouse is back on the calendar! After being previously postponed due to COVID-19, the 2-Smokes will gather at Glen Helen October 3, 2020. As an industry leader in manufacturing and innovating two-stroke performance components, from forged pistons to crankshafts to clutches, Wiseco is stepping up as the title sponsor for the second year in a row, noting it aligns perfectly with their dedication and passion for the sport. “Wiseco Performance Products was built by grassroots racers from the passion for two-stroke competition and performance over 78 years ago and has been supplying two-stroke performance parts to the industry ever since,” says Scott Highland, Director of Powersports for Wiseco. “We are all avid racers and share a passion for the sport, so we’re thrilled to have the opportunity to continue our support of the iconic Two-Stroke Championships at Glen Helen. We can already smell the premix in the air!” The Wiseco 2-Stroke MX World Championships hosted by Fasthouse will offer a combined pro purse of $10,000 as well as 40+ classes covering 50cc to Open displacements, youth to 70+ age ranges, and beginner to pro skill levels. The young 50cc and 65cc racers will even get their own specially designed REM and peewee tracks for their races. Additionally, Pasha Afshar will be adding Pasha Racing 125cc 30+ Pro and 50+ Pro classes in the mix as an encore to previous Pasha Racing 125 races. “Glen Helen is honored to have Wiseco on board as the title sponsor of the Wiseco Two-Stroke World Championships,” concludes Lori Wilson, Events & Sponsorships Director for Glen Helen Raceway. “The event has grown every year, and with Wiseco’s support for 2020, the event will be the largest ever.” For more information about the Wiseco 2-Stroke MX World Championships, including online preentry, log on to: https://glenhelen.com/6355-2/

FLAT TRACK NOT LOOKING BACK

Rather than looking back at last year’s attendance figures, AFT is on the rev limiter. Following in the tracks of MotoAmerica’s modified season launch and a couple of made-for-pay-TV FITE Klub events, American Flat Track announces that its seasonopener Volusia Half-Mile featured increases in viewership, setting the tone for a record-breaking season. Preliminary numbers from Volusia Half-Mile on NBCSN as reported by Nielsen: • Largest single-show audience to ever watch American Flat Track with a quarter-hour peak of 266,000 viewers. • 184,000 households watched American Flat Track, a 0 133% increase over the 2019 season opener. • 218,000 viewers tuned in, a 114% over 2019 season 0 opener. • There was a 10-fold increase in the number of viewers in 0 the key 18-34 demographic. With the highly-anticipated return of the fan-favorite Indy Mile (coverage coming next issue, (and as a doubleheader no less, it seems that American Flat Track has only scratched the surface of its potential for growth in 2020.

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Now hear this! Ex-Bose audio exec Jagdish Krishnan is now the “CDO” (Chief Digital Officer) for Harley-Davidson as part of its “Rewiring” effort. The Rewire includes overhauling Harley’s operating model. The Motor Company also plans to announce its new “Hardwire” 2021-2025 strategic plan in Q4. “Harley-Davidson is all about experiences, and an enhanced digital experience is absolutely critical for us to make our GIS and digital capabilities more customer-centric,” notes president and CEO Jochen Zeitz. “We need to be a high-performing team with cutting edge leadership to move us forward. Jagdish is exactly the right leader, and he will ensure we connect with our customers at all touchpoints.” Krishnan has more than 20 years of experience in digital transformation, serving as VP and CDO at Bose Corp. Prior to Bose, he was a senior consultant with Deloitte & Touche and Patni Computer Systems. Krishnan will be responsible for developing a new digital strategy for an improved customer retail experience through online platforms and in dealerships. This will include increased dealer digitization and direct-to-consumer technology to support e-commerce.

Lost in the trials and tribulations of the COVID crisis was the news that Josh Roper signed with SHERCO. Now in his 2nd year of competing professionally, Roper finished 5th overall in his debut season. Team manager Christy Williams-Richards says, “I am pleased to have Josh on the FactoryONE team. It’s easy to forget that he’s ONLY 18 because he’s part of a trials dynasty and so he has been around the national series for so long. 2020 was supposed to be the year that he went overseas to challenge the 125 class, and it’s a real heart break, because I think he would have been outstanding.” Even without the 2020 European experience, Roper’s resume still speaks volumes:2015 East Coast Champion, 2017 Youth National Champion.2016-17 AZ State Champion, 2018 Expert National Champion and 2019 Trials des Nations Participant. “I am looking forward to riding with FactoryONE and contending for a Pro Championship,” Roper adds. “I am hopeful we will have a full national season after this virus is finally behind us. Overall, I’m super stoked to be on this amazing team and can’t wait to see what the future holds!”

Skipping out? Industry veteran Skip Johnson is retiring. “To all my friends and industry associates. I am retiring from V20 Recruiting + Consulting. I have been contemplating this move for some time, as I entered my 50th year in the powersports business a few months ago. I decided it was time to call it a career and focus on making sure my wife, family and I are well prepared to enjoy the years ahead. I have always been able to operate in enthusiast environments and markets that I loved and cared about. I have been

the luckiest person alive. Along the way, I have made so many friends and acquaintances through my years in the business and I hope to be able to speak to as many of you as I can soon. I will be wrapping things up with Doug Sexton, the President of V20 Recruiting + Consulting over the next few weeks as they move Powersports and Specialty Market Recruiting to the next level. Let’s keep in touch. I will be easy to find. Look me up or on the road, on the trail, in the garage, maybe the shooting range or at a Vegas Golden Knights Hockey game.

Data-driven: Powersports Data Solutions welcomes former American Honda national service manager Brad Little to the team. “Brad brings a wealth of knowledge to the Powersports Data Solutions team,” says president C.R. Gittere. “Having someone with over 35 years of experience, at an OEM, managing those relationships will allow me to focus on other things within the organization. When you couple that knowledge and experience with the long-standing relationships he has with dealers, it really makes for an exciting addition for us.” Little started his career in dealerships working as a technician and held various sales and service roles within American Honda. “After a long career with a major OEM in the powersports industry, I’m excited about the opportunity to try something new and really make a difference,” adds Little. “I look forward to helping dealers and OEMs realize their true potential in service.” In this newly created position at Powersports Data Solutions, Little will be in charge of software sales to dealerships and managing relationships with various OEMs. Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

“Declaring the investment in talent and culture is job #1 as we set our sights on the future of Fox,” explains CEO Jeff McGuane, who joined the brand one year ago. “Our promise to deliver the most inspired experiences begins with building the most inspired team.” That means a shake up in senior management for the iconic brand. Fox has always been driven to make the best products available, and to make great products, you need a great team. “I am extremely confident in our team and excited about what we have in the works, right now and for the future. The experience and vision they have will propel us into the next chapter of Fox,” adds McGuane.

Kelly Carioti, GM North America, is overseeing Fox USA and Fox Canada business units and joined Fox in January, 2020. Carioti comes from a 22year stint with PepsiCo, where she most recently led strategy and transformation for customer solutions. She has a proven track record building brands and businesses by developing creative strategies to drive consumer trial and conversion across multiple channels. At Fox, she is focused on earning the position of preferred partner with retailers by better understanding their needs, providing rider-first apparel solutions and adding value to their businesses. “Our retailers have told

us that time and labor are two of the biggest challenges they have today,” claims Carioti. “We listened and have changed our go-to-market approach. First, we moved to a direct sales force to provide better customer service and created virtual tools for our retailers to view our innovative Spring 2021 line at their convenience. We are committed to helping our retailers succeed and are providing flexible solutions to create a great experience with Fox.”

Shane Wallace joined Fox in February of 2020 as VP of Sales/National Accounts, overseeing retail division, national accounts and visual merchandising. He has a 30-year background in the multi-channel retail apparel industry. Shane spent several years as a Sales Director at VF Corporation. Shane’s vast understanding of retail combined with his wholesale experience will only enhance Fox’s partnerships and brand leadership position.

Chad Hilton joined Fox in 2020 as VP Brand Creative & Design. Born, raised and steeped in the lifestyle of Southern California, he built his career delivering cohesive brand, creative and design ethos for motorcycle, surf and cycling’s most iconic brands. Many Fox designs have been recognized for their superior performance with product test wins. Virginia Tech named Fox the top tested helmet, and rider surveys place Fox in the leading position for intent to purchase. “With a head-to-toe line of

apparel and protective gear, Fox has become the essential go-to brand in cycling and powersports,” says Hilton.

On the product side, Jayson Wickenkamp was recently promoted to VP Merchandising after working across Shift and Fox for the past five years after a stint at Scorpion. He now heads the Global Product Marketing team and works closely with regional leadership to drive merchandising strategies that shape the future of Fox and Shift across MX, MTB and Lifestyle.

Working with Wickenkamp is Vanessa Celati, VP Development of hard goods and soft goods. She joined Fox in 2017 and brings with her a deep background in product development and sourcing across leading action sports and fashion brands.

Marci Gerlach joined Fox as Global VP People and Culture in 2019. She is a Human Resources leader with more than 15 years of experience in consumer products across the Action Sports, Apparel, and Lifestyle industries. Marci has dedicated her career to developing great teams across the globe.

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INDIAN MOTORCYCLE OF STURGIS Motorcycling’s Version Of Mecca By Buck Lovell

hile the purists may debate which is the oldest American motorcycle company still in production, there has never been a question that Sturgis is Indian Territory! The COVID-19 pandemic may have dampened the 80th anniversary somewhat, but it could not change history. Back in 1938 local Indian dealer JC “Pappy” Hoel and his wife Pearl hosted the first halfmile dirt track race and launches the Jackpine Gypsies MC which leads to a field meet, rides around the area and a good reason to go to the Black Hills in August! It was only natural that the “new” Indian have a dealership in Sturgis.

Founded early in 2014 by auto industry scion Bruce Eide (owner/shareholder/cheerleader of Vern Eide Motorcars, Inc in Sioux Falls), Indian Motorcycle of Sturgis was a huge hit by any measure. Eide’s newly established Indian Motorcycle of Sturgis quickly outgrew the approximately 2,500 square foot building located on Lazelle Street that he had purchased from Competition Distribution in 2014.

In less than two years Indian Motorcycle of Sturgis was on the move! Ground was broken for the new building immediately to the rear of the existing Lazelle location in 2017. This new facility has since established itself as an almost religious experience for the brand faithful. Think of it as a mecca for Indian riders from all over the United States, having the mantle of both the Sturgis location and the Indian marquee in place for the 80th Anniversary, Stupid COVID!

This latest building has two levels comprising of more than 15,000 square feet of Indian Motorcycle Americana. As with another American motorcycle brand, the new Indian Motorcycle has developed a devoted following of owners and riders from hardcore touring, to week-end social cruisers. And this dealership sells them all! More than 800 motorcycles were sold here in 2019, giving credence to the claim of being the number 1 Indian dealership in the world.

Continued on page 22

AUGUST 2020

Continued on page 22

Continued from page 21

Just being an Indian owner makes you part of the Indian family which in the past had a fiercely loyal following (see sidebar). This is the supreme candy store for Indian motorcycle riders equaled by few others. If it says Indian on it, you can find it here. A full line of Indian apparel including leathers, hoodies, all manner of footwear and of course, the obligatory Sturgis T-shirts, are on hand.

However, this dealership is more than a pop-up Rally T-shirt shop! A complete menu of services is available Tuesday through Saturdays, including routine warranty work, maintenance and installation of all those optional accessories that make your motorcycle complete. Just east of the main building is a 5,500 sq./ft. facility called “The

Barn” which houses previously owned Indians, trade-in two wheelers and other vehicles needing protection from the elements in the winter or severe weather events.

When we visited, GM Lauren Hensley was expecting a new addition to the family last March, so if you visit the dealership make sure you congratulate her on the new Indian rider. Parts manager Zsanna Straurer will help find that part you’re looking. When visiting the dealership for service Josh Heying, and Randy Ehlers will git ‘er done. On behalf of the Indian faithful who braved the pandemic to ride to Sturgis this year, thank you!

2130 Main Street Sturgis, SD 57785 605-206-7830 22

https://www.indianmotorcyclesturgis.com/

INDIAN AFFICIANDO A Lifelong Love Affair

f you have been an Indian rider for as long I as I have, the marquee’s revival is one of the greatest things you have ever experienced since learning to ride. Although the debate of 1901 vs. 1903 will continue between Indian and Harley enthusiasts, the facts are the facts: Hendee Manufacturing Company was first established in Springfield, Massachusetts, and gets credit for being the first American motorcycle brand, two years earlier than Harley-Davidson. However it wasn’t until 1923 that the company’s name changed to “Indian Motocycle” Company (without the “r”)… so does that make the Indian moniker 20 years junior to The Motor Company?

And then there is the whole stop/start in the 1950s, Phillip Zanghi, Rey Sotelo, the Gilroy Indians vs. the Stone Mountain Indians and now the Polaris Industries Indians… but I digress. Fact is, my first motorcycle was an Indian and I will always have a soft spot for the brand, regardless if it is really the oldest or not. That first motorcycle was a 1946 Indian Chief, with sidecar, that I purchased in Shell Beach, California, from a Chino Men’s Institution guard back in 1968. It cost me $500. I could not have imagined what this purchase would lead to. I knew nothing about motorcycles. Somehow I managed to ride this thing home 18 miles South on Highway 101 to Santa Maria, California, in second gear at 35 miles per hour. It was only running on one cylinder, but I didn’t know any better! A clutch assist device called mousetrap had been installed and a cable activated the clutch (stock is foot clutch). The rocker pedal was clutch attached to the shift tower (improvised foot shift). I got it home without receiving a traffic citation… and I was in love. A mechanic friend cleaned the distributor cap, installed new points, replaced the spark plugs and Shazam! I could suddenly go 65 miles per hour. I was now an Indian owner/rider. I am still an Indian aficionado, so Indian Motorcycle of Sturgis has become special to me. Buck Lovell Lovell Photography & Design B.L.A.B.B. (Buck Lovell’s American Biker Blog) bucklovellsblog@gmail.com

ROYAL ENFIELD

Breeann Poland On The Pandemic Paradox By Alisa Clickenger

hile a good portion of the motorcycle industry is thriving in the time of COVID, Royal Enfield’s rising star has actually transcended the events of the past six months. Right now, their North American division is the highest retailing entity of Royal Enfield globally. Courtesy of COVID-19 and the resulting factory shut down, dealers are nearly sold out of their inventory. Demand for Royal Enfield in America is increasing, due both to the marketing campaigns and extensive brand awareness programs that were implemented in the prepandemic era. “Obviously we’ve grown with the pandemic and we are actively bringing on dealers,” notes Breeann Poland, Marketing lead – Americas and Global Brand Manager Continental GT platform. “We recently brought on four dealers, and have two more in the works.” Product, price or pandemic? “Dealers are definitely interested in the brand,” she says. “I think some of the things that we were able to develop and implement are what’s providing some traction and brought us to the point where we are getting approached by dealers.” A far cry from just five years ago. “Compared to the first couple of years when we were essentially just knocking on doors and having to explain the differences and what the brand is.”

HISTORY Royal Enfield has been around since 1901. Committed to their growth and retail opportunities in the North American market, they have a solid product strategy for the next five years that Poland believes will help Enfield expand into the Americas even further. January 1st of 2015 Royal Enfield established a North American headquarters in Milwaukee, Wisconsin, and now they’re up to around 125 dealers. Demand for the bikes — and for dealership franchises — has been growing exponentially. Whereas in the beginning the marque was knocking on dealer’s doors, now the opposite is true. Dealers are now coming to them and asking them for the right to open a franchise. A direct testament to what Poland has done. WHAT GLASS CEILING? Poland started at the company as a Digital PR Marketing Manager, and nine months later she was promoted to Head of Marketing for North America, which covered Canada and the USA. Last April she was promoted to the position of Head of Marketing and Communications for all the Americas, which includes North America, Central America and South America. Poland now manages small teams in each of those regions who report to her.

In addition to her marketing position, this month Poland was promoted to Global Brand Manager for the Continental GT Platform, which Royal Enfield released a year ago. “I love it. I am the only female Global Brand Manager within Royal Enfield. I’m also the only non-Indian employee that is part of this new brand of managers, so it’s really nice for them to include someone from a market outside of India, as well as a woman in the program,” said Poland. At present she occupies both positions simultaneously. As if that’s not impressive on its own, in our interview I learned that Poland also just started back at Marquette University, focusing on a degree in Strategic Communication. She attends online school every night. At present she is taking two summer courses, and then in the fall she’ll have six courses, which will mark her as a fulltime student as well as a dual-role corporate executive. There is no doubt that Poland is a very inspiring woman. Her rapid ascent at Royal Enfield plus the fact that she’s grown so quickly into a visionary marketer at Royal Enfield, makes her one of the truly shining examples of leadership in our industry. “It’s about aligning yourself with the right people and being motivated. You have to constantly create opportunities for yourself. Things aren’t always going to get handed to you, and it’s not always going to be easy.” CATWALK TO BOARDROOM Poland’s footing in the powersports industry came in a non-traditional way. She started as a moto sports model, but all through college and working with a team she modeled for, she identified opportunities for herself. They weren’t just handed to her. “I had to let them know that I was interested in the opportunity, and that I was willing to do the groundwork. I started from the bottom in order to obtain more roles and responsibilities, and through that I was able to gain trust,” she remembers. When Royal Enfield contacted Poland about her first position at the company just over 5 years ago, she left behind everything she knew, which was roadracing and running her own events. Being an entrepreneur she’d never had a supervisor before, but luckily got teamed up with the perfect mentor who has experience both inside and outside the industry. Former Royal Enfield President Rod Copes helped her to understand how leaders operate and inspire. Poland made herself accessible on every level in order to learn the ins and outs of everything she needed to know at the company. “I’m still learning, but I realized early on that it takes an army to do things and everything is collaborative. I go to other people, I place a call to somebody like Robin Hartfiel, and we’ll talk on the phone for two hours.”

One of Poland’s keys to success within the powersports industry is believing in the importance of staying openminded. As long as you give yourself opportunities to learn, she believes it does pay off in the end. “None of us have the answers all the time. It’s a matter of being collaborative but also exploring opportunities and not segmenting yourself into the one thing,” said Poland. There are numerous opportunities for women and girls in the moto sports industry, according to Poland. But you need to be strategic about how you arrive at the end goal. “You have to be persistent, educate yourself and align yourself with the right people,” she explains. “You just have to stay open to having conversations — you don’t know if there’s going to be an opportunity down the road, but there’s a good chance there might be.” THE BOTTOM LINE Poland is convinced that it’s important to let people know you’re interested in a position or opportunity. Then make sure you’re equipping yourself with the appropriate education and staying motivated. Not getting discouraged and not getting disheartened is a big part of making your own opportunities. One company may say no, but the next company might say yes. Poland herself has experienced plenty of both. “I know it sounds easy, but if you believe in your job and your passion, it will be reciprocated. I love the opportunity that Royal Enfield has given me as well as the passion that they’ve reignited in me towards motorcycling and helping me grow in the industry,” said Poland. Are you open to the opportunity to join RENA’s ranks? Click here: https://www.royalenfield.com/us/en/support/become-a-dealer/ https://www.facebook.com/RoyalEnfieldNorthAmerica/

AUGUST 2020

In Fall of 2019 Royal Enfield also launched their Build Train Race(BTR) program. The program highlights women and motorcycle culture, featuring four lady riders from four different backgrounds, who will compete in a flat track events throughout the year. The four women include professional road racer Melissa Paris, founder of the Womenâ&#x20AC;&#x2122;s Moto Exhibit Lana McNaughton, motorcycle enthusiast Jillian Deschenes, and DIY shop owner Andrea Lothrop from Canada. There are three phases to the program that will highlight Royal Enfield INT 650 Twin as the base platform. First, the riders will build a custom flat track motorcycle. Then each rider will receive expert race training from Johnny Lewis. Then, as the final test, theyâ&#x20AC;&#x2122;ll race. The program was delayed due to COVID-19, but last month Royal Enfield was able to gather three of the four ladies together to train with ex Royal Enfield racer Johnny Lewis through his Moto Anatomy racing program. The ladies will race in October at Dixie Speedway during the Atlanta AFT round and then again at the Daytona Beach season finale. The Royal Enfield AFT exhibition race will be aired on NBC Gold, and the purpose is to demonstrate to women that anything is possible when it comes to motorcycling. The INT 650 has an air/oil cooled parallel twin configuration, and the 648cc engine is built for real world riding. The frame offers superior balance and handling and was developed in conjunction with legendary Harris Performance.

ROYAL ENFIELD GOES FLAT TRACKING

oyal Enfield has just signed a one-year partnership with American Flat Track. Marking the first year the manufacturer has fielded a professional flat track racing team, it rings in a development year for the brand. Veteran flat track racer Johnny Lewis is piloting the Moto Anatomy x Royal Enfield entry in the Production Twins class. Performance partners Harris Performance and S&S Cycle are working together to develop the Royal Enfield FT as well as distribute the technological advancements over the next year. In addition to the partnership, Royal Enfield is also now the official track prep bike of American Flat Track. Fans will see Royal Enfield motorcycles testing out the track surfaces before every race. Additionally, wherever AFT racing can safely host it within the local COVID protocols, there will also be media bikes. Journalists will be invited to take a couple spins around the track on the Royal Enfield 650 Hooligan. The pre-pandemic plan also called for Royal Enfield demo rides at select AFT venues, but that his proving a little problematic.

Royal Enfield is about to launch the second phase of this initiative, which is the road racing version. This program will utilize the Continental GT650 platform. Melissa Paris will be the mentor for all the women who are chosen for this program. Participant selection will be via video submission. Women will have to submit a compelling video stating why they want to be part of the roadracing program. Stay tuned for more details!

ANSWERRACING.COM

Recent research has concluded that it takes an average of 66 days for a behavior to become automatic. Habits die hard; however, given enough time (66+ days) and a reason to change, new habits form. COVID-19 has transformed the way we live, work and shop and because we have been living with it since March, the new habits that have formed can be expected to stick. Because consumers have changed, you need to change — if you want to thrive in the post-pandemic world. In other words, it is time to turn and face the strange!

Dealernews Research By Dr. Paul Leinberger

CH-CH-CHANGES TURN AND FACE THE STRANGE How COVID-19 Has Changed Consumers

avid Bowie was right, it is time to turn and face the strange! The past few months have been a wonderful surprise. While much of the economy has been hit hard by COVID-19, the powersports industry has put up surprisingly strong numbers. Now the question is: How can we sustain this growth through the rest of the year and into 2021 (and beyond)? How do we keep the momentum going? What Do We Need To Do? Eric Anderson, in his column last month, suggested the way forward with eight “post-pandemic strategies.” His sage advice included: 1) Do more “deals” online and over the phone. 2) Home delivery and curbside pick-up are not temporary changes 3) Engage customers more on social media 4) Place your products online… more! 5) Make showroom customers feel SAFE! Eric’s advice is excellent because it is based on an understanding of how consumer shopping habits have changed in response to COVID-19.

How Have Consumer Shopping Habits Changed… And What Should You Do In Response? Online shopping is here to stay. The rise of online, click & collect, frictionless retail and direct-to-consumer (D2C) have been fast-tracked by COVID-19. What was expected to take five years to develop has happened in five months. The shift to digital is accelerating… and at this point it is do-or-die. “The fundamental reality is that the accelerating speed of digital means that we are increasingly living in a winner-take-all world,” says Kate Smaje, the global coleader of McKinsey Digital, the consulting firm’s digital practice area. By going digital (as much as you can), you can create a unique and personalized experience for your customers and, at least for the time being, gain competitive advantage. There are four things to watch: 1) No brand loyalty. According to McKinsey, an amazing 75% of US consumers have tried a new shopping behavior in response to COVID-19. Consumers are shopping at different stores and websites; they are shopping different brands; they are increasingly buying private label/store brands; and trying new digital shopping methods. More importantly, between 73% and 80% intend to continue their new habits once COVID-19 subsides. This means you can’t assume your best customers will remain your best customers and you cannot rest on your laurels. As Alisa Clickenger said in last month’s Dealernews, “it’s time to double-down on our customer service and double-up on great value.” 2) Return to back-to-basics and value-for-money. You may recall that a similar consumer trend developed after the 2008 recession and it is developing again. Consumers have cut back their spending and they are worried about a possible recession. Consumers are buying only what they need and when they buy they are looking for basic items and making value purchases. They are putting discretionary items (like many powersports products) on the back burner… for now. (This new habit seems to run counter to current dealer sales experience. However, the argument goes, once pent-up demand has been met, the stronger trend will emerge and begin to dominate).

3) What should you do? Increase the number of basic and “value” products you have in stock and make sure your customer experience is stellar. A good place to start is by doing the kinds of things Eric Anderson and Alisa Clickenger suggested in last month’s issue (such as frictionless home delivery and curbside pickup, creating a technical advisory hotline, and building strong relationships with your customers). 4) Rise of the home-centered economy: Over the past decade, Americans have expressed an increasing desire to slow down their lives and spend more time at home with family and friends. COVID-19 made their wish come true and, for the most part, Americans are loving it. They are doing more cooking, working on home improvement projects, exercising more, reading more, watching more movies (on Netflix, Amazon Prime, etc.), and spending more time online. And they are resolved to continue many of these new habits when the pandemic eases.

Companies that focus on the home market (like online entertainment platforms and at-home fitness equipment) are growing and are expected to continue to grow. The powersports industry has benefited from this trend as more and more families have discovered the joy of riding together and this should continue. As a dealer, you should continue to focus your attention on this (new) market. You may not think of yourself as part of a “home-centered” industry, but you are. Embrace and celebrate the change! Bowie was right when he sang: “Ch-ch-changes, just gonna have to be a different man.” These changes are here to stay. Consumers’ changes include a focus on family and friends; changing to online purchases; and changing their interest in new brands. These ch-chchanges to new ways of purchasing and a return to essentials and value-based products have created new opportunities for you. Heed the trends and prosper.

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

AUGUST 2020

Dealernews Research By Lenny Sims

BY THE BOOK

NADAguides Market Insights Power The Market Values

look at NADAguides.com consumer traffic trends, used values, dealer and financial institution focus, and other data for the 2nd Quarter of 2020 indicates most segments of the powersport industry rebounded nicely from the early stages of the nationwide shutdown. In fact, all segments but sportbikes are showing a typical seasonal increase in pricing and activity. In the motorcycle segment, cruisers have recovered from their steep early spring decline and are now averaging only 1% lower pricing than the time last year. Cruiser retail values follow the “V” shaped recovery curve modeled by many financial pundits, dropping precipitously in March/ April and rising just as rapidly in May/June.

As noted, the sportbike sector has not reached the bottom of the “V” yet, let alone post a recovery. There was no MayJune rebound. However, average pricing for this segment is still 1.7% ahead of last year and trending well above 2018. Side-by-sides looked strong in the May-June period, with the utility segment nicely outperforming May-June 2019 by 2.8% on average, although still slightly behind 2018 levels. The sport segment continues to bring pricing stronger than in the past two years — 4.3% ahead of 2019 and 1.0% ahead of 2018. Since enjoying motorcycles and side-by-sides is a mostly solo endeavor, our industry is largely unaffected by the need to social distance. Pricing in the most recent period suggests buyers are eager to get back on the roads and trails.

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

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Dealernews Research By Don Musick

UNDER THE HOOD This Is Where The Fun Really Begins!

e wrapped up last month’s search for Waldo with a shiny new Google My Map of customer locations from data uploaded to Google Sheets

and saved on Google Drive. Congratulations Padwan! Five hundred points for making it to the next level! So now we’ve got a visual of the “where” but it’s time to dig deeper and understand the “why” of the “where”. Back to Google Sheets, where we’ll take a dive into the Google “Script Editor”. This is going to be a bit “techie” so buckle up! If you’re a regular Microsoft Excel user, you’ve probably been exposed to its “Macro” recording feature. While this feature allows you to automate repetitive keystrokes or operations in Excel (or any Office product for that matter), it also provides a rich scripting language VBA which allows you to extend the functionality of the base application. Similarly, Google Sheets also provides a scripting language called “Google Apps Script” that supports customization of the Sheets App. The next step in determining your retail footprint will require the use of a custom “Apps Script” for calculating customer-to-dealer drive times. But before we go all code-jockey, we need to make some modifications to our original “Test Retail” Google Sheets app. As a reminder, you can access your “Test Retail” Google Sheet from the “Google Apps” menu (upper right @ www. google.com) then selecting it from either the “Sheets” or “Drive” app.

The figure above shows our “Test Retail” Google Sheet with the addition of a couple of new columns “Start Address” and “End Address” (shaded in blue). The Drive-Time Apps Script that we’ll be using requires start (customer) and end (dealer) addresses to be in a specific format: “Address, City, State, Zip”. Since our “Test Retail” file has separate columns for each of these data fields, the “Start Address” field contains a formula which joins them together into a single field “=B2 & “, “ & C2 & “, “ & D2 & “, “ & left(E2,5)”. Note that the last entry “left(E2,5)” selects only the 5-digit zip code from the 9 digit zip+4 field. If your data is 5 digits only, you can substitute “E2” for “left(E2,5)”. Also note that there is a space after each comma in the formula. Once the formula has been entered in the first row, it can be copied and pasted to the remaining records in the data set. A quick way to accomplish this is to select the formula cell and then double-click the square blue “handle” in the lower right corner of the cell to auto-fill the rest of the cells in the column. In order to avoid unnecessary recalculations as the Sheet is updated (remember, this is a cloud application that continuously auto-saves), I recommend copying the entire “Start Address” column of formulas and pasting it back as the corresponding values: “Click on the Column Heading to highlight column then>Right-Click>Copy” followed by “Right-Click>Paste Special>Paste Values Only”. So this takes care of building all of the customer or “Start” addresses, but there is only one “End Address” to deal with. Using the same format as above, enter the same dealership address data for each record. No formulas here, just text. You can copy the first entry as before and then paste it into the remaining records as described above. CODE JOCKEY 101 You might be wondering where the Google Apps Script Editor is hiding (with Waldo maybe?). Hiding in plain sight in this case! From the “Tools” menu in the Google Sheets App, select the “Script Editor” and there you are! First things first… you’ll need to create a new “Project” for your Apps Scripts to call home. From the Apps Script Editor window, select File>New> Project as shown below. This will open a new “Untitled Project” with a default empty script named “Code. gs”. To give the project a relevant name, clicking on the “Untitled Project” label will open a dialog which allows you to assign a new name to your project (Drive Time Calculator in this example).

AUGUST 2020

Continued on page 36

Continued from page 35

Although the default “Code.gs” script is well… “empty”, this is where we’ll insert the Apps Script code for determining drive time. But what code to insert? The code is called “GOOGLEMAPS” and it looks like this:

Yikes! What does all this stuff mean? Not to worry, for us it will just be a copy and paste exercise! Obviously I don’t expect you to manually pound this code into the Apps Script Editor, so here’s a link to the code source where you can grab the necessary code and paste it into the Editor (code source). Stay tuned next issue for part II.

From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/dealer extranets, consumer-direct commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization. He founded Genesys Technology Solutions (GenesysTech) http://www.genesystech.com/ to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University. Contact: dmusick@genesystech.com

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IMPACT OF COVID-19

Views On The Pandemic From Top Change Agents By Larry Daniel

OVID-19 has generally wreaked havoc across the US economy this Spring. The suddenness with which a string of 20 quarters of US GDP growth came to a halt, unemployment rocketed and corporate revenues fell was unprecedented. As shown in these graphics compiled by McKinsey & Company (www.mckinsey.com) below, springtime projections the impact of COVID-19 represented the deepest draw-down on the American economy since World War II and at times seemed perilously close to driving us times unparalleled since the economic interruptions of the Great Depression. While it now appears that the downtown trend hit nadir toward the end of April, consumer confidence has been shaken to such a degree and the workplace has been recast so quickly, that even the most optimistic of pundits are hesitant to suggest that the economy will return to preCOVID conditions in the near future. As the US population shifts to a new normal redefined with Personal Protective Equipment (PPE) and Social Distancing, the public is rightfully still concerned about how long the COVID virus will linger or whether the virus could return. Consumer and workplace concerns are themselves obstacles for a speedy recovery. Interestingly, the “new normal” has stimulated a surprising level of increased interest in the powersports world, and several OEMs are reporting surges in sales despite the surly nature of the overall US economy. Can the industry momentum last? Could Social Distancing translate into new consumer behaviors that actually revitalize this marketspace? Are we near the end of repercussions from COVID-19 and bound to ride a wave of increased

economic health during the back half of the year, or are we doomed to an extended period of the craziness? In our role supporting various OEMs and dealers across the motor vehicle spectrum, we assist multiple organizations to interpret the dynamics of the pandemic, and have examined related research from some of the top strategy firms in the world, such as Accenture, the McKinsey Group, DeLoitte, KPMG, Price Waterhouse Coopers, the Boston Consulting Group and Bain Capital. A tour through the COVID sections of their websites can help businessmen from all fields gain a stronger understanding of what is likely in motion. The high-level introductory view might be best presented by McKinsey (www.mckinsey.com) whose material clearly identifies and describes four mega-forces that are in motion and affecting our business world: •0 The unfolding understanding of the virus •0 New requirements and adjustments that are being enforced by governments trying to protect the safety of the public •0 Adjustments by corporate organizations at the workplace to keep their workforce safe •0 Changes in consumer behaviors that have been triggered by COVID-imposed adjustments Nearly all the strategists emphasize that corporate supplychains have been especially affected and exposed for their vulnerabilities when the upstream linkages break down in a just-in-time world. Accenture (www.accenture.com) does a particularly solid job conveying COVID’s impact on the supply-chain.

All the “think tanks” emphasize, though, that COVID’s impact on the US economy has been far from uniform across industry. Widespread economic damage was evident nearly immediately after President Trump’s State of the Nation address declared a state of emergency on March 11, however the magnitude of economic disruption was widely variable by industry. As reported by the US Bureau of Labor Statistics (www.bls.gov), unemployment

rates coming in April relative to March 2020 shot higher in nearly all sectors. Some sectors such as hospitality, retail trade, education and business services experienced tectonic shakes, while others such as information services, utilities and financial service organizations were less affected. More on that next month!

Larry Daniel is the Managing Director of Sextant, a Colorado-based firm focused on Development, Operations and Marketing for Dealers and OEMs across the motor vehicle industries. Feel free to reach Larry at 719-362-0070 or email at ldaniel@sextantusa.com.

AUGUST 2020

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Page 44

OEM UPDATE

Yamaha Produces A Pair Of MORO eMTBs Page 42

FIRST STRIKE

LiveWire Goes To COVID Relief

Page 45

CLIMB EVERY MOUNTAIN! Yamaha Produces A Pair Of MORO eMTBs

“

his is the bike that Yamaha fans… and dealers have been asking for, a full-suspension e-Bike crafted through a collaboration of Yamaha designers and engineers to create the best handling, best assist-feeling all-mountain e-Bike on the market, hands down,” says Yamaha’s Power Assist Bicycle group sales & marketing manager Drew Engelmann. “Yamaha just redefined the ‘all-mountain’ category – to ‘every mountain.’” Yamaha’s Power Assist team makes its massive leap into the all-mountain e-Bike segment with two new models: The YDXMORO and YDX-MORO Pro. The MORO delivers a new level of balanced power, performance and handling for riders on all types of e-mountain bike trails, according to Engelmann and it all starts with the frame. “Yamaha has designed a frame like no one else before, developed a new drive unit with all-new features, and, true to Yamaha’s engineering legacy, put together a total package that works so well together, it’s going to raise the bar for the allmountain e-Bike segment from here forward.” FROM THE FRAME UP The YDX-MORO’s Dual Twin Frame is the first ever bike frame to feature a split design on both the top and down tubes, claims Engelmann. This allows for a reduced saddle height and stand over height, and the unique design is said to ensure frame rigidity while optimizing weight balance. This design improves the MORO’s handling while also increasing durability by cradling the battery and rear shock in a protective cage configuration.

Yamaha’s design employs a steep angle downtube design which moves the battery rearward to keep weight centered under the rider improving the handling. By tucking the rear shock into the twin tube frame, riders gain the benefit of more clearance when standing over the bike, while also keeping the bike’s center of gravity low to help with cornering and maneuverability. “Yamaha has designed a frame like no one else before,” adds Engelmann. Within this exclusive frame design, the drive unit is rotated in alignment with the downtube angle. Placed more vertically in the frame, flex is decreased, clearance is increased, and the rear center measurement is shortened, keeping the chain stay short. Because the drive unit is in a fixed position in the frame, it is tucked in and tracks with the frame while cornering.

MOTO-VATION This patent pending Dual Twin Frame™ cradles an all-new PWX2 drive unit and 500 watt-hour lithium-ion battery. “The bikes deliver the most natural feeling assist and ride experience available courtesy of a proprietary Quad Sensor System which includes Automatic, MTB and Walk Assist modes,” he explains. The smooth and natural assist is critical for MTB enthusiasts who demand a pure ride experience, and also appreciate the benefits of a pedal assist bike that allows them to ride farther and longer than other bikes.

The YDX-MORO models are Class 1 e-Bikes, delivering pedal assist up to 20 mph. They have five assist modes including Eco, Standard, High, new MTB mode, and EXPW. The new PWX2 provides assist up to 120 rpm in Eco, Standard, High and MTB modes and 170 rpm in EXPW mode. The motor also adopts a new helical gear design, reducing noise output. Key features include: Quad Sensor System: The new Quad Sensor System adds an angle sensor to Yamaha’s existing Triple Sensor System, which measures pedaling torque, cadence and rolling speed of the bicycle. Automatic Mode: A new Automatic mode for the YDX-MORO seamlessly and automatically switches the support modes between Eco, Standard and High, allowing the rider to focus on the trail and not their power assist levels. Walk Assist: Also new on a Yamaha Power Assist Bicycle, Walk Assist provides a slight power assist for riders to walk their bike through difficult terrain or challenging sections. MTB Mode: Created to provide a direct response feeling according to the rider’s pedaling force. MTB mode is especially suited for off-road riding such as tight corners and when riding tight-line trails. EXPW Mode: Provides assist up to 170 rpm, which is especially helpful in technical sections and on steep climbs when beginning from a stop and a fast movement pedal rotation is often needed to get started again. SHOCKING CONLCUSION The YDX-MORO’s feature Yamaha’s first dual suspension in an eMTB. The geometry was designed to handle big hits with short travel feel and improve rider control. With a neutral rider position and low center of gravity, the bike’s new Horst link suspension is fully active regardless of the rider’s input. Whether pedaling or braking, the horizontally positioned rear suspension provides traction to the trail, predictable feeling in corners, and a connected feeling to the ground even over rough terrain. This allows for aggressive riding with predictably fun handling. The long and low geometry also allows the rider to navigate down steeper trails without losing traction on the front end of the bike. “The all-new YDX-MORO models represent the forward thinking, design capability, legendary performance, and manufacturing quality the Yamaha brand is known for delivering across multiple outdoor recreation segments in the U.S. and around the world,” concludes Rob Trester, who leads the Yamaha Power Assist Bicycle group in the U.S. “The allmountain category is one of the fastest growing segments in e-Bikes, and the YDX-MORO and YDX-MORO Pro are ready to capture the excitement and passion of riders and Yamaha’s bicycle retail partners.”

AUGUST 2020

CURRENTS

CHARGING THE LONG WAY UP! LiveWire To Star In “Long Way Up” On Apple TV+ Star Wars star Ewan McGregor and his riding buddy Charley Boorman are back at it again! This time riding LiveWires

the Long Way Up from Latin America in a new original series on Apple TV+ that follows their previous adventures in Long Way Round and Long Way Down. McGregor and Boorman are reunited more than a decade after their last motorbike adventure around the world. The first three episodes of Long Way Up will debut globally on Apple TV+ on Friday, September 18, and new episodes will roll out weekly. “Covering 13,000 miles over 100 days through 16 border crossings and 13 countries, starting from the city of Ushuaia at the tip of South America, Ewan and Charley journey through the glorious and underexposed landscapes of South and Central America,” teases Apple TV+. “Their most challenging expedition to date uses cutting edge technology on their electric Harley-Davidson LiveWire motorcycles in order to contribute to the sustainability of the planet.” The new series will follow Ewan and Charley as they ride through Argentina, Chile, Bolivia, Peru, Ecuador and up through Colombia, Central America and Mexico. Also joining them are their longtime collaborators, directors David Alexanian and Russ Malkin following them in their electric Rivians.

crashed and broke his back on. Billed as “hands down the most powerful production electric bicycle on the planet,” CAB claims it will outperform vehicles in much higher classes. “It will keep you on your toes, no matter what your skill level!” Maybe that should be “talent” level? “Some good advice … If you buy an electric trail bike, read the manual before you ride it for the first time,” the America’s Got Talent host and American Idol judge tweeted. “I have broken part of my back. Thank you to everyone for your kind messages.” Cowell underwent six hours of surgery to have a metal rod inserted in his back. If your customers have got the talent to ride a Recon, you can get more details on the Huntington Beach, California, firm here: https://www.cabmotorworks.com/Electric-Bikesp/2019-recon.htm

NOT ENOUGH TALENT

Maybe not the kind of notoriety that CAB Motorworks was looking for, but it was their Recon model Simon Cowell

AUGUST 2020

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THE GOAT GOES TO STURGIS What A Difference A Year Makes Page 48

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Travels With Charlie On The Kentucky Adventure Trail Page 56

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Flat Track Back PAGEFITES 48 Page 74

It was amazing to see the people who came up to us and were following along with our journey. We had one guy in Escelante, Utah, waiting alongside the road just to see RC ride by! We picked up another guy at a gas stop in Cheyenne, Wyoming, who followed us all the way to Sturgis and was pumped that he actually came across us on the way. It truly was a great experience.

THE GOAT RIDES TO STURGIS

What A Difference A Year Makes By JH Leale

ast year at this time the “Greatest Of All Time” Ricky Carmichael swapped an RM for Suzuki’s M109 and rode to the Sturgis Rally, stopping at National Parks, Dealerships and even a couple children’s hospitals along the way. Rather than dwell on the continuing COVID crisis, Dealernews asked me for a look back at Ricky’s ride and some of the shenanigans that lead up to Sturgis last year… you should have seen RC flat tracking that massive M109… oops, I wasn’t supposed to mention that. Never mind! Here is what I can say about the ride of a lifetime with the GOAT going to Sturgis: Wow what a trip! First off thanks to all of the sponsors for their support of this project. Thanks also to our riding partners Anthony Paggio (from Oakley) and Jason Beam (from Beam Designs) for making the trip… and of course the crew from Klock Werks building the bike. Not only did we have a great time, but the bike became a great story piece along the way.

As for the details of the trip to Sturgis, the details were: 3 days 1,342 miles 28 hours 6 States 5 National Parks: Zion NP, Bryce Canyon NP, Dixie National Forrest, Capital Reef NP, Arches NP, Rocky Mountain NP, Black Hills National Forrest

Continued on page 50

AUGUST 2020

Continued from page 49

Once we got to Sturgis, we took the first day to spend time in the Klock Werks display to show off the bike and share the story with customers and industry people alike. We also had a couple interviews lined up telling the story. After the dirt excursion… um, a slight detour off the paved motorway, Brian Klock was able to make some quick fixes and the sturdy Suzuki was ready for Sunday’s ride with RC’s pal Carey Hart — remember that time when RC and Carey Hart ran a factory race team?

Sunday RC participated in Carey Hart’s Good Ride, which raises money for the Infinite Hero Foundation: http:// goodriderally.com/ Following the Good Ride, we headed into Deadwood for some site seeing and then on to Mt Rushmore, making it 6 National Parks visited on this trip. That evening we went and watched the American Flat Track TT races, making time for a couple interviews and also doing an impromptu NBC Sports TV appearance.

On Monday RC was the Co-Captain of the Legend’s Ride, which raised money for the local Special Olympics and the Sturgis Motorcycle Museum & Hall of Fame. We ended up back at the Buffalo Chip and went to check on the new Motocross track that has been built out there. RC spent some time with some riders who were out there at the track signing autographs. Monday night we checked out the Hooligan racing at the Sturgis Fairgrounds track.

RC’s Ride

Klock Werks M109

Tuesday was an open day, so we took advantage of the opportunity to do more riding and headed back to Deadwood to meet up with Clint Bowyer and his group for a great little ride before heading down to Rapid City for the 1/2 mile Flat Track race. RC once again spent some time with the fans and again made an NBC Sports TV appearance. Each afternoon and evening we spent a little time on Main Street. It was amazing to see how many people recognize him and ask for an autograph or photo. The rally is for the most part is a V-Twin event but RC has tons of fans in this space! We also had a meeting with the City about having RC become a bigger part of next year’s rally. Unfortunately, the best laid plans for the 85th Anniversary Ride went right out the window with the COVID curse. Maybe next year… This was just the beginning of the journey last year. There were countless more interviews at every stop there and back, and then the bike went on tour with the IMS folks. After the IMS tour, the Klock Werks Suzuki M109 was supposed to travel on the SX circuit to help boost the Supercross raffle for St. Jude… but that also had to be put on hold when the abbreviated series was run in the quarantine bubble in Salt Lake. As they said in Animal House when everything hit the fan, there is only one thing to do: ROAD TRIP!

n July 31, 2019 Ricky Carmichael picked up his custom Suzuki M109 from Carter Powersports in Las Vegas to launch an epic ride to Sturgis… and beyond. Despite having less than 30 days to get the project done, the crew at Klock Werks stepped up and made it happen (almost overnight) when plans fell through at the zero hour. In retrospect, it might have been easier to start the ride at Klock Werks in South Dakota and ride West after Sturgis… but where is the fun in that? Although better known for their work with a certain American V-Twin manufacturer, and more recently the UTV market, Klock Werks was in uncharted waters with the M109 (and this is before the shop was flooded 9/11/19 but that is a remembrance for another time). Fortunately, Suzuki dealers, M109 riders forums and the aftermarket community really came through for Brian Klock. While it wasn’t easy, the late nights paid off and the bike made it to Las Vegas in time for the GOAT to do Sturgis 2019. “We had some amazing support in putting this project all together,” says Carmichael. “I would like to thank Suzuki for donating the bike and Brian Klock for donating his time to build it, first and foremost!” The Who’s Who of contributors to this special bike includes Yoshimura for the exhaust, Gjerde Production Paint, PPG Paint, Corbin for the saddle bags, Kuryakyn for the pegs, Saddlemen for the seat, Avon Grips, Liquid Designz for the cerakote on the pipe, Klock Werks for the all new Flaring Air Management system windscreen, Cardo Communications and Dunlop tires (does Dunlop offer a knobby for the M109? Asking for a friend). Of course, RC’s personal sponsors were also a big part of this trip: Monster Energy, Fox, Oakley, Cometic Gaskets, Arai Helmets and Jason Beam for the paint job on his helmet. With all of the proceeds going to the St. Jude Children’s Hospital, the cause was certainly worth it! Klock Werks 915 S. Kimball St. Mitchell, SD 57301 shop: (605) 996-3700 fax: (605) 996-9900 info@getklocked.com https://getklocked.com/

AUGUST 2020

® THE SALE! Accsellerating through the Curves By Mark Rodgers

ife throws curves. They can be momentous (pandemics, soaring unemployment, no college football!), or mundane (difficult people, conflicting objectives, alternative approaches). For many “normal” people this heightens anxiety, spikes caution, and basically slows down progress. However, motorcyclists aren’t known for normalcy. See for motorcyclists we understand that you can accelerate through a curve. You pick an entry point, see the “line,” get a sense for where to twist the wick, look through the arc, and if you do all of those things well, you can come roaring out the other side. It’s both art and science. Sales exchanges often contain more curves than San Francisco’s Lombard Street. Who are you? Why should I listen to you? I don’t trust you! I don’t need it! I don’t want it! It’s too much! However, if you know how to handle these curves, you can come blasting out the other side leaving your competition in the dust. But before I show you how to do just that, I want to talk a bit about technology. Tech Talk Far too many of you are hung up on technology. How do sell online? How do I sell using Zoom? Should I use Facetime?

Who’s the best online chat company? Which social media platform is the best? Here’s what you should know: Technology changes quickly, humans don’t. The crowning achievement of human mental development is your brain’s neocortex responsible for language, spatial reasoning, and conscious thought. Many anthropologists feel has been about the same size and computing power since Homo habilis (nickname: handyman) walked the earth roughly two million years ago. So, although the technology through which you are communicating with has changed, the Neanderthal on the other end, hasn’t. It doesn’t matter if you’re working face-to-face (mask-tomask?) or sending DMs to your customers’ IG account, the psychology doesn’t change. You’re still a person communicating with a person. Don’t get hung up on the how, focus on the what. And what we’re talking about here are sales objections. For some, the curves presented by sales objections create angst. But if you think about it, objections prove buying interest, a willingness to engage, and tell you what problem you need to solve to move forward. Successful Simplification Successful people create ways of seeing the world that help them navigate complexity. They simplify everything. There are simply only five true sales objections: No Need (I’ve got the two-year factory warranty, I’m set.) No Money (That’s way too expensive!) No Hurry (I’m going to think about it.) No Desire (I’m not sure I’m down with the green metal flake paint.) No Trust (I’ve heard those things are a rip off!). When you can accurately categorize your prospective buyer’s concerns, you’ve picked your entry point for this particular curve. Then you need to see your line i.e., what’s your strategy to surmount the issue? Objection Handling Strategies No Need: Communicate previously unconsidered relevant benefits. (Which is why I never tell the prospective buyer everything I know. I tell them what they need to know and hold some information in reserve for this very reason!) No Money: Justify the value of the product, of doing business with the dealership, and the value of doing business with you. You can also break down costs to the reasonable (monthly or yearly) or the ridiculous (daily). (The former is very persuasive; the latter is the realm of used Yugo salespeople.) No Hurry: Prove to the customer why buying now, benefits them. E.g. Flat tires are covered today, you can make sure you get this bike, you can finance now, you can’t later. No Desire: Create positive mental images. E.g. “Imagine your friend’s faces when you show up with this! (Fiendishly ambiguous!)

No Trust: Here you need to leverage objective third party perspectives. Expert insights or customer testimonials are most effective here. Now that you know what to do, you smoothly roll on the throttle and artfully deliver your response. Mark’s ART Of Communication ART is an acronym I use for the art of communications: Acknowledge, Respond and Transition. First, you’ll want to acknowledge your customer’s issue, psychologically preparing them to hear your response (and not unimportantly, buying yourself some time to keep your composure and collect your thoughts). Next, you can openly, honestly, and substantively respond using the ideas above to overcome your prospective buyer’s hesitancy. Then, transition the conversation to what’s next. I want you to see yourself as taking the customer by the hand and with your flashlight you are leading them through the darkness. Example: “I don’t need GAP protection; I’ve got replacement coverage through my cycle insurance.” Acknowledge: I know how you feel and at one time I felt the same way, but I found out some things that changed my mind, and they might change yours. Respond: These are really two different coverages. Insurance replacement coverage covers your motorcycle; GAP insurance covers your loan. Here are some other ideas to keep in mind:

Replacement coverage is often good for just six or twelve months. GAP covers the entire term of your loan. If you get a traffic violation your replacement coverage can be cancelled or not renewed. This doesn’t happen with GAP. Often cycle insurance protection doesn’t cover theft, our GAP coverage does. Transition: So, as you can see one doesn’t negate the other. We recommend both GAP and replacement coverage, that way you have layered protection. What do you think? This classic acknowledgement statement shows empathy, gives your prospect face-saving permission to change their mind with the addition of new information, and by using the word “might” versus a more aggressive “will” or “should” softens the approach. I then provide honest and substantive information which your prospective buyer perhaps heretofore hadn’t considered (I chose this example because it often throws even experience salespeople, too! So, it may be new information for you as well.) Next Level Responses Once salespeople become practiced with these approaches you can always kick it up a gear by factoring in personality types. Many psychologists break down personality styles into the following types: Socializers: gregarious and outgoing; normative pressure is important Drivers: hard-charging, get-it-done-yesterday people Relators: rely on interaction with peer groups Analytical types: want to know how (not just if) something works Analyzing different personality types and objection types in tandem provides you with a valuable perspective on interpreting and combating objections.

Continued on page 53

Continued from page 53

Your most challenging objective (we all have them) is the one you have not yet reasoned through in your own mind. Thinking about the issue, reading about the problem, talking to others can put you on the road to success. Be assertive and not aggressive. This is a nuanced difference. Some knuckleheads will tell you, “ABC, baby! Always be closing!” or some other nonsense. I learned how to sell in Philly. That would get you punched. Here’s how to make that real. Take two shots and salute. I usually make two attempts to influence someone’s decision, and then after that, if they still say no, I live to fight another day. Now, I may revisit this “ask” with them in the future, but for right now, I salute and proceed however they see fit.

Most salespeople have one or two specific objection types and one or two personality groups they are comfortable dealing with, but a prerequisite for accsellerated sales is the ability to handle all five objections and all four personality types. Performance Notes I get a lot of questions about how to handle sales objections from clients, and I share a few additional pieces of advice that they always find helpful. Whether they are executives pitching a leadership committee or field person working with a dealer principal, or a salesperson working with a new prospective rider these ideas hold true.

Close Whether you’re riding a brand-new Arc Vector, or a 1949 Harley-Davidson Panhead, the physics of accelerating through a curve don’t change. Whatever your vehicle, to accelerate through a curve you must pick a line, keep looking forward, and choose the right moment to twist the throttle. Sales objections are much the same. It doesn’t matter if you’re communicating with your prospect in person, on Zoom, or via Snap Chat… the psychology doesn’t change. You won’t prevail in every objection situation, but it’s unacceptable to not be prepared. Use the strategies and approaches outlined here and you’ll come blasting out of the curves and leave your competition in the dust. Now, go sell something will ya?

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

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I asked a seller of another bike if his had an electric start? He replied “No”. I replied “thank you, but I’m not man enough”. He replied, “Yea, you’re not.” Hahahaha! I bought a 525 KTM EXC, which translates to a freaking hot rod with a top speed of 103! My thinking is the best way to wake up a sleepy “Adventure” road is to add about 70 miles an hour! Yee-haw! Then there was the challenge of downloading the map and the GPS and all that stuff I’ve always avoided. I’m not exactly a Luddite, it’s just gadgets and I don’t get along. When I was in school we didn’t have computer science. No, we had Agriculture Class and actually had studies on animal castration, so when you hand me an electronic gadget I might as well be the monkey with the Coke bottle! With minimum effort and a great deal of satisfaction, I was able to download the map on my phone and got it strapped to my bars… in my mind, it would work. But I was equally confident I had downloaded a map of Mammoth Cave and I wouldn’t know it until after I’d ridden down 270’ of steep metal stairs in the dark that the “Recalculating Route” voice would come back to haunt me!

KAT TALES

Travels With Charlie By Charlie Williams

n odd twist of events got us here. A year ago our friend and ISDT hero, Ron Lamastus passed away of a heart attack while riding his KTM Adventure bike on the Kentucky Adventure Trail (KAT). A very sad event and I’ll tell you more about it next month, but for today I’d like to tell you about the KAT itself. Jeff Stoess and Kent Anness, among others, have created a 1,000 mile loop AROUND Kentucky on the worst roads they could find. They have a GPS map and well, it sounded okay, but I was not interested. An Adventure loop on GPS? Meh, I’m a single track purist! I say that as I sit at home because good single track is hard to find these days. Then one day I changed my mind. That’s not an easy thing to do. But a mind unwilling to change will soon sit on his couch ‘cause he’s bored with the single track around him. I changed. I set myself up for success. It is rare that I do this, but when I picked a bike, I nailed it. I don’t want one of those giant Adventure streetbikes… less is more when it comes to my dirtbike philosophy. I prefer a single cylinder four stroke because that’s what Jeff Smith rode before the European Invasion. I was patient, that’s rare too, and eventually a friend owned exactly what I was looking for so we struck a deal. It was wonderful dealing with a friend and not some kook off Craigslist....

Next, being a loop that can be started anywhere, every single plan we could dream up wound up with one of us bombing down the Interstate after dark with a flickering 40-watt headlight and a broken tail light headed to a pickup truck filled with dirty clothes and ham sandwiches floating in cooler water while the others stood shivering next to bikes with empty gas tanks next to a sign reading: “Hazzard Kentucky 40 Miles.” “Its an adventure!” They said. “You will enjoy it!” “I hear banjo music!” I said, sphincter tightening. So, it was a great relief when X really did mark the spot and we were on the Kentucky Adventure Trail. A two-lane road led us out of town and soon we were powering along low gravel roads along creeks. We were able to follow the GPS tracks pretty easily. Up and over mild mountains, up and down every holler and back and forth across shady rocky creeks. Hey, this is fun! With the 525’s abundance of power, slides, skids and wheelies make the most mundane road fun. Then the hook really got set. The action of following the cursor became a game, as if the little arrow was a Pac Man and the further and faster I rode, the more kibble he got. Oh no, an inexhaustible riding buddy that you can not keep up with! The attraction was amazing, I was changing again, I was entering the 90s of navigation and it was fun! Hello, my name is Charlie and I’m a KAT trailaholic. Hi Charlie... It was fun enough I came home and ordered a bunch of stuff for my bike! I have nerve damage in both hands caused by my trailaholism, so I started with the bars, I got a set of Phoenix bars with 90mm rise. Next, I added an XC Gear Mako bar clamp system. Beautifully machined aluminum clamps the bars inside polymer bushings. It dramatically reduces vibration and adds cushioning in all directions. Very nice product that works!

On the throttle side I installed a G2 Ergonomics Throttle Tamer. This is an excellent addition that really smoothed out the lurch between idle and on! Before the G2, the power would snap on and unsettle the machine, now it’s magic. The Delrin bushings of this hidden product make actuation smooth and good.

I chose the Enduro Engineering hand guards, I’ve used them for years and they fit very well, their clamps are bar brand specific, but they practically snap in place. No need for hammers and tongs or torches, pry bars, sledgehammers, vices, grinders, band aids and blood blisters. I also added an EE tall soft seat, another item I’ve used for decades. They create their own base that can add an inch of bonus foam over a stock seat pan. Soft enough to be comfortable, but firm enough to keep my posterior perched on top of the bike, not sunken down in it. All the Enduro Engineering products work.

Continued on page 58

AUGUST 2020

Continued from page 57

I opted for the Motoz brand of tires from a land down under. Their knobby tires are amazing and I’ll have to let you know how well their Dual Sport tires do. But so far, so good: they hook up well and I should get many more hundreds of miles out of them. Enough about this hard parts stuff, it’s the ride I’m supposed to be talking about. How will this help a dealer 9 states away? Well routes like this are popping up all over — there is the Smoky Mountain 500 and 1000. There is the Mid Atlantic Backcountry Discovery Route and there is even the Trans America Adventure Trail running coast to coast. Then the granddaddy of them all the Tour of Idaho, a border-to-border 1,400-mile endurance route hung off the back sides of Idaho’s most remote mountains. In fact, this is where Jeff and Kent (founders of KAT) are right this minute! Dealers, promote routes around you or create your own! Facebook is full of them, go try one! The KAT is the perfect environment for that Honda 450L demo you have. Try it you’ll like it. Do you see the excitement that I’m experiencing? Do you see the list of creature comforts I added to my bike? Stock these items, SELL these items. Stock two levels of gear, one they can afford and one they can’t. For my Dual Sport gear I choose Klim, it fits. I got a brown jacket without a lot of logos; my goal is to fit in any where I go. Again, Klim fits.

I don’t mean to sound like a commercial, but I haven’t been this motivated to fix up a bike in a long time. How about you and your customers? All this excitement courtesy of KAT! Find it on Facebook: https://www.facebook.com/groups/ KentuckyAdventureTour/about/

I’m going back to the KAT September 11, we are placing a marker for our friend Ron Lamastus, I’ll tell you about that and more riding next month. I lost a friend but he led me to another aspect of riding. I said it was an odd twist of events, the man I followed off road for years just introduced me to a new game to play with my bike and I like it! Join Friends of Greenwood Cycle on FB to find out more about the Ron Lamastus marker: https://www.facebook.com/trailridercharlie/

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THE SUMMER OF COVID Hunting Unicorns

owersports, RV and Boat sales surged as people seek outdoor recreation. The Summer of COVID has definitely been good for our industry as we are now dealing the benefits of increased unit sales as families trade in concert tickets, season passes to stick & ball sports and cruises in favor of the great outdoors. Some dealerships are experiencing 100% growth and supply continues to dwindle. Times are good, so why are there so many questions running through my head? I don’t even know where to start. Motorcycle and UTV manufacturers, apparel brands, aftermarket hard parts brands and many others in our industry are experiencing sometimes up 1000% growth (yes…1000% that extra “0” is not a typo) during this pandemicdriven frenzy. How do you even begin to forecast for the future? I’m sure it’s safe to say — and most of us would agree — this rampant sell-through is not sustainable. But in the meantime, I have seen brands sell more in the past couple of months than their average yearly totals. Replacing that inventory as fast as possible and having the crystal ball to place just the right amount of product without knowing how long we are going to sustain this surge can be a big trouble for some brands. The supply chain is seriously congested especially out of China… and, depending on the product, we are not seeing replenishment until December. The million-dollar question is will these brands still need all that product come 2021? Will we receive a 2nd stimulus

check? If I recall correctly, the surge in the industry started right around the time we got a stimulus check. What are the best brands to sell? The ones you have! I think dealerships that are purchasing brands that are currently having supply issues really need to consider purchasing a 3-4 months’ supply. Talk to your reps and find out how the supply chain is doing and determine if your brand of choice is going to be able to keep up demand. Shifting Gears Now, let’s shift gears (pun intended) and talk about employees since that’s my thing. Right now dealerships are already going full throttle in almost every department. RV, Boat and Powersports dealerships that are currently crushing it and only have 40% or less of the new and used units they normally carry are eventually going to have to service all these units they are shoving out the door. Good Mechanics/Technicians have always been a challenge to find and certainly more so over the past 5-8 years. COVID is not going to cure this problem. I have been seeing the trend of mechanics leaving the industry for quite some time now. This is not just in our industry, but the automotive, RV, Boat and just about every industry. Finding an unemployed experienced A level tech in your city and state, has about the same odds as you winning a 450 Supercross championship (hopefully Eli Tomac is not reading this). So, what is going to happen when it comes time to service all these new vehicles on the road and water? All those families that purchased new RVs, motorcycles boats and PWC are going to be left high and dry! More now than ever before, dealerships need to take care of their employees! Just like the housing market is now a sellers market, the employment market is going to be an employee’s market. Qualified and experienced employees will have their pick of the dealership litter. Maybe it’s a good time to refresh yourself on the earlier “Failure To Communicate, Recognize Employees of Lose Them” personnel file: https://www.motorcycleindustryjobs.com/a-failure-tocommunicate/ The Law Of Supply & Demand Mark my words… there will be a huge need for motorcycle mechanics coming! It may already be here in many markets. Oddly dealers who should know better seem to forget the law of supply and demand. They are under some strange expectation that if they post a “help wanted” ad for an A-level mechanic they will have 12 applicants and will be able to choose one the day after they advertise. That ain’t happening in the “new normal” workplace! Unless your ad states you’re offering 6 figure salaries, relocation fees, catered lunches and a personal masseuse, chances are highly unlikely a good tech is going to jump ship. The process is long and more drawn out than ever — it takes time to find that unicorn who is master certified in the brand you happen to be selling. Dealers who look ahead and plan for the future will be the winners of capturing those hard to find techs. Start planning now… and hire a Michelin Chef and Helga the masseuse while you are at it.

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.

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Confessions Of A Customer® By Eric Anderson

WHAT CUSTOMERS PAY FOR

--Leading A Customer To Water

e won’t pay for what we already know. We won’t feel obliged for info we can get more conveniently elsewhere. We won’t go 2 minutes out of our way to come see you. We’ve become a razoredged crew of hardened shoppers who have vendors effectively coming directly to our royal highness’ palm, desktop or doorstep. First the Great Recession and now COVID coincidentally timed with advancing technology has effectively modified our predatory behavior to the next evolutionary level. Our psyche is evolving to a lower level of allegiance and a higher level of attitude. Is it ugly… or is it progress? Shopping and buying is a primeval behavior that will always be part of the human animal. It was called “hunting and gathering”--it’s all the same whatever generation or mindset you take. “Merge and acquire” in the stratospheres of finance is directly metaphorical to a snake stalking a frog in the rainforest. At a retail level, customers hunt differently—bows gave way to rifles and hunters didn’t have to hike so far. Rifles then gave way to Google and our perimeter of travel closed to an even smaller circle inside the house. Our hunting treks to your store in search of knowledge and product suddenly gave way to “6 clicks” on our iPhone or computer mouse. A UPS box miraculously shows up days later.

But wait, there’s more. House-calling mechanics. Independent service shops. On-line dealers. Search engines. Apps. Social media. Mobile marketing. E-shopping 24/7/365. Facebook Marketplace. Cycle Trader. Craigslist. It all changes the rules for shopping and buying things. If you rely 100% on selling things out of a “confined” brick-and-mortar retail operation which is open only 5 days a week during hours when only the geriatric and the unemployed are free, you should take heed. Get it! A third of your loyal customers are out of work while another third are more electronically enabled to “hunt” the entire western hemisphere than in the history of mankind. The final third is all you have left and can you make it on those alone…or not? It’s a bleak picture unless you really take the time to slow down and study your customers and their evolved habits. In your haste to stay alive from fear, have you looked inspirationally at what might create abundance for you and your customers? Lose any arrogance which might remain about you influencing your customers— the Age of Information has reversed that power a decade ago. We are a market-driven society and no longer a manufacturing-driven one. Ford no longer tells the market what it will deem acceptable in next year’s model— customers tell Ford what they want and Ford makes it. Look and listen, don’t tell and sell! Manufacturers, retailers and service providers now can feel the pulse of the American consumer quickly, inexpensively and instantly… if they care and open their eyes. If it’s purely about the money to you, it usually doesn’t work out in the long run. You see, if the concept it right, the money will come—not the other way around. It’s somewhat sad that much of the money-grabbing capitalistic society we live in doesn’t take the time to really understand and communicate with their customers in chat rooms, forums, conventions, shows and social media. It has a quicker return-on-investment if we just throw out some sexy photos and a snazzy press release so their SEO can be maximized while hooking internet spiders which hopefully turn into sales via some website’s shopping cart. Even autos and motorcycles will someday be sold via shopping carts using a talking avatar of my choice who basically animates the FAQs via a news-like video screen. Wouldn’t you prefer to buy a vehicle (virtually) from a comic book superhero or animated celebrity talking to you on the Zoom screen? Real people are great, but a superhero is better; just look at Hollywood movie content recently.

your staff as “experts” and train them in the art of polite interrogation. Get to know your customers’ habits and you will get to know their needs. Get involved with them or get out…of business. EXPERTISE There are 2 kinds: retailing expertise and information expertise. First, when is the last competitive analysis (Google “SWOT”) you and your employees did on other brands and retail operations in the area? Do you really know and understand where you need to improve? How is your “Conversion Rate” compared to your competitor? If it cannot be measured, it cannot be improved, so become a coach and start collecting stats. Observe your rival from across the street and count the number of customers walking in empty-handed vs. those walking out with a bag, box or bike. Are they converting shoppers into buyers more effectively than you? Why? Then comes your informational expertise—have your Enough scare tactics. It’s still fun to go out and buy a employees taken all the training available for technical new motorcycle. The thrill of hunting and acquiring is product information, display techniques and sales? They still exhilarating, but much of that hunting happens first are your commandos—prepare them for war and collect from a desk chair or home sofa. Still dealers can keep your dividends. the floor traffic building if they subscribe to 3 basic rules. DISCOVERY Customers will still pay for: Have you ever heard of the best salespeople…who make it their customer’s idea to buy? You have to admire a trained Insight salesperson who makes it “so easy” (to buy) because he Expertise knows how to match cadence with curiosity. The delivery Discovery and timing of just the right amount of information along with just the right amount of interrogation inspires the customer to continually want more. This is engagement at a high level—your supreme goal in a physical… and now virtually remote environment. Afterall, they came out of their way to visit your store or call you, so it’s expected you will take time and lead us to discovering what’s new to us… and not necessarily just you. “Just looking” is a lie in these days of the internet. Dig deeper because he likely didn’t stray 8 miles from his couch or computer to just look. Door swings may be down even if your sales are up. Still, what are you doing to maximize the virtual shopping experience… encouraging more dollars spent per visit or Zoom call? Gain some insight. Grow your expertise. Lead us to water… and we will drink. INSIGHT We can’t read everything on the internet. We have families to raise, jobs to perform and a life, hopefully riding more motorcycles or UTVs. Even with all the information at our fingertips, we customers most often don’t even know the right questions to ask. Google sucks if you don’t know to ask what a worn sprocket or an adventure bike looks like. Your insight and advice for our specific predicament is valuable… and we will pay for that if you ask us to. Do you build that value of insight or leave it on the table as an assumed part of your business. Hey! Most retail businesses don’t provide insight any more—they seem to want to become self-service like a gas station or the Home Depot self-checkout station. Position you and

Would you virtually buy a new vehicle from a superhero, videogame heroine or celebrity likeness? It may happen someday sooner than you think. Are your customers using ZOOM more and more to work remotely? Why aren’t you using it to sell? Become a “Zoom Friendly” sales force. Label your staff as off-road, touring, apparel, service and sales… experts! Don’t let your customers “assume” who you are by having terrific nametags for everyone!

AUGUST 2020

GOVERNMENT RELATIONS Off-Highway Community Wins Big in Washington

Celebrations are in order for more than 800 groups representing state and regional tourism, local businesses, veterans, sports enthusiasts, engineering and planning firms, conservation organizations, and the outdoor recreation industry. The Great American Outdoors Act, one of the biggest land conservation bills in a generation, became law this month after it was passed by huge bipartisan majorities. More than 100,000 new jobs nationwide are forecast for an outdoor recreation economy that has struggled during the pandemic, just as Americans are seeking more opportunities to get outside and visit rural communities, parks, and wilderness. For offhighway vehicle enthusiasts, the GAOA goes a long way toward addressing the $20 billion deferred maintenance backlog confronting public lands and waters. It will build up infrastructure and improve many trails and areas enjoyed by motorcycle and ATV riders and side-by-side drivers. Read More

RIDERSHIP Social Takeover Generates 15,000 Online Interactions MIC staff members are thanking everyone who joined in the Ridership social takeover late last month. Across Instagram, Facebook, and Twitter, more than 50 organizations encouraged potential and returning riders to practice and enjoy Commuter Distancing on a motorcycle and avoid crowded buses and subways. Read More

AMADOR ALERT! Sacramento Shuffles The Deck by Donald Amador

et the election year deck shuffling begin! California has a new voice in Sacramento as Sarah Miggins has been appointed by Governor Gavin Newsom to be the new deputy director of the California Off-Highway Motor Vehicle Recreation (OHMVR) Division at the Department of Parks and Recreation. Unlike some of the jokers that have been dealt to the department in the past, the OHV community has a pat hand this time. “I have known and worked with Sarah for a number of years during her tenure on the CA OHV Commission,” says Don Amador, former chairman of the CA OHV Commission and spokesman for sustainable OHV recreation. “Her strong commitment to sustainable recreation management, volunteer programs, and conservation efforts will serve the OHMVR Division well as it seeks to provide continued public access to high-quality and environmentally responsible motorized recreation or motorized access to non-motorized opportunities.” Shortly after Miggins appointment, word came from Washington that The Great American Outdoors Act, one of the biggest land conservation bills in a generation, became law this month after it was passed by huge bipartisan majorities.

“There’s so much to celebrate here,” explains Scott Schloegel, SVP of the MIC Government Relations Office. “Powersports enthusiasts will benefit from the improved trails, riding and driving areas across national forests, parks and other lands. This is a shot in the arm for the entire outdoor recreation industry that, prior to the pandemic, contributed $778 billion in economic output, accounted for 2.2% of U.S. gross domestic product, supported 5.2 million jobs, and was growing faster than the economy as a whole in every indicator.” More than 100,000 new jobs nationwide are forecast for an outdoor recreation economy that has struggled during the pandemic, just as Americans are seeking more opportunities to get outside and visit rural communities, parks, and wilderness. For off-highway vehicle enthusiasts, the GAOA goes a long way toward addressing the $20 billion deferred maintenance backlog confronting public lands and waters — much of it in Miggins court now. “I also think her significant experience in managing conservation-oriented non-profit volunteer organizations will add an important element to the CA OHV program,” adds Amador. “In addition, I believe her appointment will help bring stability, transparency, and accountability to the OHMVR Division and Program.” Gov. Newsom’s official announcement: Sarah Miggins, 47, of Marina del Rey, has been appointed deputy director of the Off-Highway Motor Vehicle Recreation Division at the Department of Parks and Recreation. Miggins has been executive vice president and chief of staff at the American Conservation Experience since 2018, where she was California state director from 2016 to 2018. She was center director at Audubon California from 2015 to 2016, executive director at Southern California Mountains Foundation from 2005 to 2015 and program director at Los Angeles Conservation Corps from 2001 to 2005. She is a member of the Off-Highway Motor Vehicle Recreation Commission. Miggins earned a Master of Arts degree in management and business from the University of Redlands. This position does not require Senate confirmation and the compensation is $141,588. Miggins is a Democrat.

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

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

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

What we saw on the road was astonishing. In Lewiston, Idaho, we came across a bus tour of senior citizens exploring the Pacific Northwest. We saw Yellowstone National Park with one third the visitors they normally have pass through, which is still quite a large number. We experienced lots of outdoor dining, breakfast grab bags, and hoards of people traveling in self-contained units like us in RVs and campers. We also saw a record number of “Help Wanted” signs, with a great many businesses being run by a skeleton crew. Being out on the road reminded me that the most difficult part of any journey is always starting it. With the entire nation living in fear of a dreaded virus, it is easy to be home and forget that there’s a big world waiting to be explored out there. It is also easy to forget that we, as powersports enthusiasts, have been making choices about risk vs. reward for a long time. And that’s just it: the choice is ultimately up to the individual. More people are making that choice than ever before — just look at the numbers of new motorcycle riders and the dearth of motorcycles on dealer floors.

By Alisa Clickenger

TRAVEL IN THE TIME OF COVID

OVID-19 has wreaked havoc on a lot of businesses, mine included. As a motorcycle tour and event company, when COVID first appeared on the scene I was terrified that I would go out of business. Luckily, I have a very creative team and when we took a critical look at the heart of our business and realized that we are community builders. It was through that lens that the next evolution of our business then presented itself and we shifted to online women’s motorcycle conferences. But there still remained the problem of all the deposits we had for a large women’s motorcycle event we had planned for 2020. We were very clear on our registration forms that deposits were non-refundable. But offering refunds was the right thing to do, and so we wrote each event registrant and offered a refund. The responses were quite surprising as well as illuminating. Yes, some customers asked for refunds, but the majority of them left their money on deposit with us in the hopes of participating in a postponed event in 2021. And a surprising number offered their deposits as a good will gesture, helping to keep a small business afloat in trying times. One thing became clear for me in the course of my honest and direct dialog with my customers: many still wanted to experience an epic event this year. In fact, they needed it to counteract the stress that they were experiencing and were looking to “reset”. Motorcyclists never cease to amaze me, and since I had the dates of the event already blocked off on my calendar, I offered a small group tour, appropriately socially distanced with solo rooms and plenty of al fresco dining, and a cross-country “scouting trip” was born. I admit that I was terrified once again. What if me and my company were the brunt of some of the “super spreader” shaming that’s going around? What would I do if I caught COVID while leading the group? What if one of my tour members got sick on my watch?

I think that the best thing that we can do as a powersports community is to continue evangelizing the idea of free choice and best practices, and not get caught up in the fear. We can lead by example and embrace the notion that there’s no one right way to enjoy our lives, and certainly no right way or wrong way to navigate these waters. We can stop the COVIDshaming in its tracks by not breathing life into it on social media, and by continuing to show images of people in masks and appropriately socially distanced. We can show more images of children and families being safe and enjoying powersports, positioning our industry as the solution to bringing together families through common activities. We can also continue to lead with a service heart just like the powersports-led “Sturgis Meals On Wheels” fundraising initiative, which successfully raised a total of $17,158. The program was spontaneously conceived in the wake of the negative media focus on Sturgis, and it had brilliant results. What I now know is that whether the world thinks we did right or we did wrong, I offered my ladies a marvelous time, an experience they will never forget by traveling in the time of COVID. You, dear powersports dealer, also have that opportunity to help your customers make beautiful memories that they’ll remember for the rest of their lives. Lead with a service heart and continue to uplift your community. The rest will take care of itself.

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

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TWISTED TENERE

The crew at Twisted Throttle was quick to jump on the Yamaha Tenere 700 bandwagon. In fact they have created a product specific blog and YouTube channel for the new ADV bike. They have been dropping new videos every week specifically about the T7 here: https://www.youtube.com/channel/UC_aexvrqdA30Q6iwDKpBOLA What you may not be aware of is Twisted Throttle’s exclusive dealer programs. “We offer the most complete motorcycle outfitting solutions of any company in North America, with bike-specific, perfect-fit equipment for long-distance, adventure and sport riding,” explains Ron Santos, Director of Dealer Sales at Twisted Throttle. “We are focused on an elite group of manufacturers who are experts at luggage, lighting, protection and ergonomics.”

AUGUST 2020

The very first thing we’ve added to our Tenere 700 is protection i.e. the most likely things to get damaged or broken if it falls over. Critical components include the engine, radiators, and the brake/clutch levers. As adventure riders, we know that great routes often take us far away from any help, so being prepared is important! We installed a set of Barkbuster Jet handguards to protect the hands and levers. We also added a set of the SW-Motech upper and lower crash bars to protect the engine, radiator, and fairings. Finally, we upgraded to the SW-Motech skid plate to give more rugged protection to the lower engine and exhaust headers. For luggage, we wanted an option that was as tough as the bike, so we went with the DrySpec H35 side cases. These military spec side cases are crush proof and completely waterproof. The cases are side loading, but we added the top load liners which make it really easy to get your things in and out without spilling them all over the ground. You can also add the external Molle panels which give you more space to strap small organizer bags or extra fuel bottles to the outside. The cases are mounted using an A frame adapter onto the SW-Motech side carriers. We also added the SW-Motech ADV top rack along with the soft luggage adapter so we could strap the DrySpec D38 dry bag on for extra storage. With this set up you will be able to carry everything for your next adventure!

AUGUST 2020

Photos by Scott Odell

FLAT TRACK FITES BACK

ven before the American Flat Track season could get back on track, the folks at FITE Klub were ready to go racing. Hosted by Rob Buydos, of Parts Unlimited/ Drag Specialities NVP and dealer hospitality at racing venues around the world fame, the made-for pay-perview program was just what the doctor ordered for the COVID blues. Featuring a four-on-four, legends vs. AFT stars throwdown, the FITE took place at Ohio’s Western Reserve MC grounds in early June. It also offered some track time for the AFT pros who had not been on the track since February in preparation for AFT’s official return to racing season July 17-18.

The FITE began with some smack talk the night before as the legends weighed in against the current pros as 9-time champion Scotty Parker, 7-time Grand National champ Chris Carr, 3-time winner Jay ‘Springer’ Springsteen and 2000 Grand National Champ Joe Kopp squared off against 2106 AFT champ Bryan Smith, five-time champ Jared Mees, Dealernews cover boy ‘Slammin’ Sammy’ Halbert and do-it-all FITE contender Ryan Sipes. What the legends may have lost in reaction time was offset by years of honing their bench racing skills! “The youngsters were mostly left-slack jawed by the crap rolling off the veterans’ tongues,” said Carr.

932 McGee Roadster on National Display

Carr was able to hold his own on the track the next day, making the main after a series of ‘knock out” rounds. Unfortunately for legends fans, Carr had to face Jared Mees (the active rider with the most wins on the AFT circuit). Mees made the main event with a 2-0 rout of Halbert in the opening round, followed by a 2-1 win over former champ Bryan Smith. But Halbert would live to fight another day as the Legends vs. Pros Flat Track FITE Klub event was followed up on July 11 for another flat track event on FITE.tv – Clay by the Bay (it was held at East Bay Raceway Park in Tampa, Florida,

hence the catchy name). East Bay Raceway is a 1/3-mile clay track which made for some tight racing. The program was also expanded to include a variety 450 amateur, Open Vintage, 50 Plus, Twins and Open Pro Singles classes. AFT Super Twins contender Halbert was joined by Pro riders Brandon Kitchen and Justin Jones. Bubba Blackwell jumped in as the flag man and the vivacious Jacqui Van Ham replaced Buydos as announcer, commentator, spokesperson, brand ambassador and event host. Both events are part of the pay-per-view archives on FITE. tv: https://bit.ly/2ZcD86b

AUGUST 2020

CREATING THE COVER Scott Odell Gallery

ur man ringside for the FITE Klub flat track racing was Scott Odell. Back in the day, this veteran photographer shot some of our favorite Top 100 winning dealerships… and allowed us to live vicariously through his trips to the Isle of Man for the annual TT races. With the COVID canceling his travel plans for 2020, he was getting cabin fever and volunteered to jump into the FITE Klub ring to get the shot of Slamming Sammy for the cover. But a little of the backstory of Scott’s art. “What do I say about myself? I’m older than dirt, clawed my way up through print film, slide film and digital. I have had my work printed in 6 different countries including Germany and Japan.” Pretty legit credentials! Being a rider himself, Scott gravitated to two-wheeled work, where we first met him. “In my heyday I was continuously used in the pages of Super Streetbike, 2 Wheel Tuner and occasionally for fun, I would do something with Robin Hartfiel in Dealernews.” The print magazine work may have dropped off as one-by-one motorcycle magazines have exited the newsstands, but it proved to be an opportunity for Odell. “I now find myself doing more and more digital artwork since there are thousands of photographers shooting the exact same things I do. Love it or hate it, I just wanted to break away from the pack,” he says. Instead of magazine covers, he is now creating on-off pieces of art, but he still likes motorcycles.

“The Isle of Man became my passion back in 2013 and I haven’t looked back since,” says Scott. One-off T-shirts, murals and commissioned pieces from IoM competition became his all-consuming focus… until 2020, that is. “This year I have been shooting roadracing in Florida and applying my techniques to the images. I didn’t go back to the IOM this year thanks to COVID-19!” Fortunately for us, he agreed to shoot FITE Klub flat track and apply is unique interpretation for the cover. “None of my images are the same. Honestly, I don’t know where I am going with them as I put it on my computer screen. “I literally deconstruct my photographs leaving just an outline of the image. I may add other images as I go along adding in textures, color, random lines and such. I start in Photoshop and a digital pad and stylus using up to 2530 different brushes to get my final image. It could go into Adobe Illustrator and back into Photoshop or a couple of other programs I use.” “My art is not for everyone and I have taken some criticism,” he readily admits. “But that is OK, I am happy with what I am doing and where I am at. I am always available to apply my techniques to other people’s work to create something really unique from a favorite image.” The Isle of Man and digital art may not be everyone’s cup of tea, but if it appeals to you, e-mail Scott and check out his work on his website at: Mrscottodell@gmail.com https://www.scottfodell.com/

AUGUST 2020

ALREADY GUILTY! The Sturgis Rally And The Media By Lowell Anderson, Founder & CEO simplysoundconsulting.com

ou barely have to try to see a bias in the media these days when it comes to subjects that can be used for some political agenda. It seems the media will do anything to create more division in hopes that it will somehow benefit them. The Sturgis Motorcycle Rally was one of the subjects this year that really got some attention for these same reasons. The Sturgis Motorcycle Rally If you are not familiar with the Sturgis Motorcycle Rally, it is an annual gathering of bikers in Sturgis South Dakota. Every year thousands of bikers arrive in the tiny town of Sturgis to celebrate the history of Sturgis, the camaraderie that bikers share, and simply just to have a good time. Camping, concerts, bikes and fun is what Sturgis offers for the people that attend. There is a lot of great riding in the area, and people come from all over the country to participate in this week-long event every year for the last 80 years. This was the 80th Sturgis Rally and before the “China Virus” it was expected to see over 1 million visitors for the rally. This was comparable to the numbers that attended during the 75th Sturgis Motorcycle Rally. The 2020 attendance numbers are far below that expectation with most reporting between 200 and 300,000. Many of the people that would usually attend the rally simply decided to stay home due to the China Virus. However, if you read the media headlines, you would believe this was the

biggest rally that ever took place. Words like “massive” and “huge” were used to describe a much smaller rally than would normally occur. Rally Visitors The people that visit the rally are more than just bikers. Many of them are professionals, parents, grandparents, veterans and patriots. It is a diverse group of people and if you spend some time talking to these bikers, you will realize that. Unfortunately, if you read the majority of the articles about the rally this year, you would think these bikers were nothing more than a group of Trump-loving, careless, law-breaking, conservative alcoholics looking to spread the corona virus and conspiracy theories. The coverage of the rally is simply pathetic. The media reported headlines about huge crowds of Trump loving bikers, and T-shirts with anti-Covid slogans. Then the media switched gears and started posting stories online talking about how many traffic violations and arrests were made during the rally. Anything to make the rally participants look irresponsible and careless. Media Bias It takes nothing more than a simple comparison search on Google to help you see things clearly. I took a moment to search “BLM (Black Lives Matter) protest and the coronavirus” and then did a comparison search for “Sturgis rally and coronavirus”. The results tell a tale of the media doing what they always do. Some of the headlines consisted of “Sturgis Motorcycle Rally attendees pack Bars like COVID-19 isn’t real”, and “Scenes from the 2020 Sturgis Rally, Undaunted by the Coronavirus”. These headlines were blatantly different from the BLM protest headlines that read, “Black Lives Matter Protest Didn’t Contribute to the COVID-19 Surge” and the “Black Lives Matter protests did not cause an uptick in COVID-19 cases”. The agenda is blatant and obvious. They spin a story that fits the agenda they want to push and a majority of the public gobble it up without a second thought. They don’t question anything anymore. They simply agree. The Results The fact is it will be impossible for anyone to see if there is a China Virus, Corona virus, COVID-19 (whatever you want to call it) spike due to the Sturgis Rally. I do think there will be more effort from the left to try to prove there was a spike. I would bet money that the media will write stories that claim they have proven there was a spike and they will use lies or whatever it takes to do so. We can get into the numbers and lay out some statics here, but that is not the point of the story. The point is the media painted a picture of guilt before anything could be proven. When it came to the BLM protest the media gave them a pass before any statistics were gathered. They didn’t even bother to see if the statement was true.

Don’t let the media label these people for you. We need more unity and less division these days. These people are not just “careless bikers”. They are your fellow Americans, your

6D Helmets.............................................................. 15 ACAS Works............................................................. 61 AIMExpo.................................................................... 46 Christini AWD.......................................................... 45 Cycle News.......................................................... CVR4 DX1............................................................................ 19 Find It Now GPS Security......................................... 9 Fuel Capital Group, Inc........................................... 33 Wiseco Pistons.......................................................... 7 PSX Digital............................................................... 23 McGraw Powersports............................................. 11 Motorcycle Industry Council (MIC)........................ 65

doctors, your nurses, and your veterans. Question what you read before you make judgements based on a paragraph you read on social media. You will be better off for it.

Motorcycle Industry Jobs (MIJ).............................. 17 MotoTV...................................................................... 81 National Powersports Auctions (NPA)................. 37 Piloteer Agency....................................................... 59 REVVtalks................................................................ 69 Royal Enfield.............................................................. 5 Sullivans................................................................... 55 Tread Lightly............................................................ 67 Tucker Powersports/Answer................................ 29 Western Power Sports...................................... 24-25 Yuasa.............................................................................40 Ziggy......................................................................... 44

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

AUGUST 2020

Photo by Joe Bonnello

Ave Atque Vale Billy Ray Hilton 1935-2020

ormer Carmichael Honda Manager and lifetime motorcycle ambassador Billy Ray Hilton has passed away. Born November 13 1935 in New Mexico to Stamford and Jewell Hilton. Died April 6th 2020 in Sacramento CA from congestive heart failure. Billy married his high school sweetheart, Sally Jane Cruickshank and moved to the Sacramento area where they raised their family. Sally preceded him in death in 1992.

Skwirlers MC in the 60’s, the Sacramento Jammers MC in the 70’s, the Sierra Old Timers MC in the 80’s and the Dirt Diggers North MC in the 90’s until 2018. While being a member of the DDNMC he along with his son and grandson made the national news by having the unique distinction of being a family with 3 generations as members of the very prestigious motorcycle club known for promoting the Hangtown Motocross Classic.

Billy had a lifelong love of motorcycles and motorcycle racing, especially motocross. When he was 11 he went with his cousin Clyde and got his first motorcycle and was never without one since. At one time he boasted of a collection of nearly 30 motorcycles of different brands and displacement sizes. He was the manager of the original Carmichael Honda in the 1960s.

In 1969 Billy started his career with the Sacramento County Sheriff’s Department patrolling the North Division. Sergeant Hilton received various commendations from the Sacramento County Sheriff’s Department during his career with the department. Billy retired from the Sacramento Sheriff’s Department in 1997. While with the department, Billy met and married Phyliss Roberts in 1994 and moved to Clarksburg to help operate Stan’s Yolo Marina after he retired.

He passed his love of motocross to his son, his grandson and his great granddaughter. He was able to combine his love of motocross and his law enforcement career by competing and winning medals in the Police Olympics at the State and National level in the senior division of Motocross and Cross-country off road racing. Billy was a lifetime member of AMA and District 36 motorcycle associations. He was a member of the Board of Directors of the

While at the marina he learned to love life on the river and was often cruising up or down the river on his pontoon boat. He hosted many gatherings for friends and family at the marina. Billy often said that he could not have had a more perfect retirement. He loved spending his days in his big shop ‘tinkering’ on things. He had friends from the Department, friends from the river and his friends from motorcycling all come together and play at the marina.

After Phyllis’s passing, Billy moved to West Sacramento where he stayed. Billy is survived by daughter Janet Jones (Bruce), son Mark Hilton (Corey), and daughter Tammy Passarelli (Jimmy), grandchildren; Amber, Lya, Jessica, Billy, Chelsea and Kelly, and nine great grandchildren. Also survived by Sister Wanda Thomas, sistersin-law Wanda Hilton, Peggy Hilton and Sandy Oreb.

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