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u V-Twin Expo Sc Scoop coop u Circu Circumnavigate umn navig gate Earth with Edelweiss u Dealer Expo Recap

April 2010 VOL.36 NO.4 WWW.MPNMAG.COM

Touring Starter Kit Starter Kit

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Back to the Future How H ow H ow History iist story ry C Can an S Save avve eH Harley-Davidson arl rle eyy-Daviid dson

Tech Talk Communication C ommunica cation S Sy Systems yst ys stems P Product rro oduct ct G Guide uide

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TABLE OF

Contents

April 2010 Volume 36 Number er 4 – – – – – – – – – – – – – – – – –

www.mpnmag.com om

Shop Talk k How To Hackett

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32

Celebrating The Sales Process BY OTIS HACKETT

Best Operators Club . . . . . . . . . . . . . . . . . . . . . . . . . . 34 2009 BOC Dealer Performance BY STEVE JONES

Peak Dealership Performance 36 Evidence-Based Dealership Management BY MARK RODGERS

Lessons Learned . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38 Use Event Marketing To Score Spring Sales BY ROD STUCKEY

Practice What You Preach . . . . . . . . . . . 40 Rebuild It When They Come BY WILLIAM DOUGLAS LITTLE

Web Savvy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42 Communication is Key, Content is King BY PEGGY OLSON

Departments The Road Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Spare Parts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Destination Dealership. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Blast From H-D’s Past Back To The Future

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14 14

BY LEE KLANCHER ................................................................

19

BY COLLEEN BROUSIL .....................................

44 46 48 50 50

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Communication Systems Product Guide

Touring Starter Kit

BY MARILYN STEMP

Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . V-Twin Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Pit Pass . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Marketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ad Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

How History Can Save Harley-Davidson

Tech Talk

San Diego H-D Fearlessly Moves Forward

22

Luggage & Apparel for the Long Haul

22

BY COLLEEN BROUSIL

u V-Twin Expo Scoop u Circumnavigate Earth with Edelweiss u Dealer Expo Recap

April 2010 VOL.36 NO.4 WWW.MPNMAG.COM

Touring Starter Kit

MPN (ISSN 0164-8349) is published monthly and is distributed without charge to qualified motorcycle retail professionals by Athletic Business Publications Inc., 4130 Lien Rd., Madison, WI 53704-3602. Change of Address: In order to ensure uninterrupted delivery of MPN, notice should be made at least five weeks in advance. Direct all subscription mail to MPN, PO Box 47705, Plymouth MN 55447, call 800-869-6882 or fax 866-658-6156. For faster service, visit us online at mpnmag.com. Single copy price is $8 (Buyers Guide–$50). Subscription price is $55 for 12 issues in the U.S.A./Canada/Mexico. International subscription via air mail is $130. Periodicals postage paid at Madison, Wisconsin, and at additional mailing offices. Postmaster: Send address changes to MPN, PO Box 47705, Plymouth MN 55447. © Athletic Business Publications Inc., 2010 ALL RIGHTS RESERVED. Reproduction in whole or part is prohibited. MPN is a trademark of Athletic Business Publications Inc.

Starter Kit

Luggage & Apparel for the Long Haul

Canadian Publications Agreement No. PM40063731. Canadian Mail Distribution Information: PB IMS, Station A, P.O. Box 54, Windsor, ON N9A 6J5.

ON THE COVER

– – – – – – – – –

MPN contributor Lee Klancher takes a break from his writing duties to snap this awesome alpine touring shot.

4 April 2010 www.MPNmag.com

Back to the Future How History Can Save Harley-Davidson

Tech Talk Communication Systems Product Guide

follow MPN on

@MPNmag

Shoei proudly introduces two new helmets that define the future: the RF-1100 and X-Twelve. Both helmets boast aggressive, advanced aerodynamic shapes developed in our own wind tunnel, a new Quick Release Self-Adjusting Base-Plate System for a new, larger CW-1 shield, plus Snell M2010 safety rating.

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The RF-1100 delivers enhanced venting capabilities using the negative pressure area on the shell and a next-generation dual liner system freely routes cooling air between the two layers. A new fully detachable interior provides superior comfort and replaceable cheek pads come in six different sizes to yield a precise fit. Shoei’s premier X-Twelve offers ventilation that is literally unmatched, courtesy of its five intake and 10 exhaust ports, including all-new side extractor vents for improved anti-fog performance. A fully detachable, 3-D Max-Dry liner delivers superior comfort and a firm hold, and the X-Twelve also features our Emergency Quick Release System to ease helmet removal by emergency medical personnel. With all this and more, the future looks great—from inside a Shoei helmet. See more at www.shoei-helmets.com

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THE

RoadAHEAD

By Dean Kelly

CAUTIOUS OPTIMISM Shows in Cinci and Indy point to a better future

L

ike many of you readers, everyone at the MPN office is still digesting news and new products from the V-Twin Expo and Dealer Expo. Some of those products are detailed in our Essentials Gear and P&A sections this month, while others will surely get coverage down the road. With the spring buying (and riding!) season approaching, we thought we’d present you the latest in touring gear and luggage; we also have a product focus on communication systems. After all, people in this buying demographic of globetrotters and weekend warriors like gear and gadgets, so you need to know the ins and outs of the latest products to hit the streets. But, back to discussing the big two trade shows, which, this year, seemed to closely resemble one another: Organizers of both shows dealt with poor weather in the Midwest, and attendance was obviously down at both shows, but, fortunately, an 8 April 2010 www.MPNmag.com

enthusiastic crop of dealers showed in both cities. At the end of these shows, I always make a few rounds myself to get the inside scoop on vendors’ thoughts on the show. At both shows, vendors said they had a lot of quality time with interested dealers; orders were taken and dealer applications filled out. If a dealer wasn’t spending quality time on the show floor, he was attending educational seminars. Long story short, the lack of party seekers — you know, the type to have one beer in hand and several in belly by 9 a.m. — was apparent. (That’s not to say Cincinnati’s Champ’s wasn’t busy Saturday night or that the Super Bowl crowd laid low — far from it!) Still, I picked up a few common complaints along my walk. The fact both shows last until Monday came up frequently. Attendance is always very, very slow on Monday (or nearly non-existent, as was the case in Indianapolis this year). With such low attendance, what’s the value for a vendor

Staff to stick around until then? Zilch. I suggest the shows end on Sunday evening. Vendors who are able and want to ship out Sunday night can do so, and this move won’t affect attendee satisfaction one bit. In Cincinnati, dealers are already watching the Super Bowl coverage by then anyway. By Monday dealers have either rushed home to supervise their shops, or they’re leisurely making their way home without even entering the expo hall a last time. In Indianapolis, I witnessed mass confusion (and frustration) as the primary and outside expo halls were open at different times. On Friday, dealers arrived to stroll the outside hall while the primary hall was still closed. Sunday evening, the outside hall vendors were closing up shop while the primary hall vendors were still looking to do business. All I’m hoping for is consistency and common sense; Monday is the beginning of the dealer principal’s work week. I’ve worked at consumer trade shows that end on Sunday — everyone seemed so happy with the arrangement. What’s worse is that I can’t even imagine what organizers in Indianapolis were thinking with the hall timeframes. Bottom line: There are still people who want to buy fun, and there are still folks who want to sell it to them, so there was definitely a silver lining of optimism at both shows. So, ride on brothers and sisters; take whatever you can out of 2010. It will only get better. t Dean Kelly is associate publisher for Motorcycle Product News.

EDITORIAL Editor Colleen Brousil colleen@mpnmag.com Assistant Editor Doug Dalsing doug@mpnmag.com Columnists Otis Hackett, Steve Jones, William Douglas Little, Mark Rodgers, Rod Stuckey Contributors Lee Klancher, Peggy Olson, Marilyn Stemp ART Electronic Production Manager/ Art Director Marjorie Schultz marj@mpnmag.com Production Assistant Scott Packel ONLINE Online Producers Susan Bickler, Erika Reise Web Programmer Alex Malyutin ADVERTISING SALES Associate Publisher Dean Kelly dean@mpnmag.com (866) 616-1635 ext. 130

PUBLISHER MPN/Athletic Business Publications Inc. 4130 Lien Road, Madison, WI 53704 Phone: (866) 616-1635 • Fax: (608) 249-1153

CEO Gretchen Kelsey Brown President Peter Brown Group Publisher Shawn Gahagan Controller Kara Clark Administration Director Sharon Siewert Audience Development Director Jennifer Boyd Audience Development Coordinator Colleen Wenos Email Marketing Coordinator Lisa Popke

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SPARE

Parts Apocalypt Apocalyptic Bike Parts The only things cooler than the cars in all of the Mad Max movies are the motorcycles! How can one forget the swooping fairings sported by Toecutter’s gang and Officer Jim Goose on their Kawasakis? Mad Max Cars (MMC), a company that specializes in recreating vehicles seen in the Mad Max trilogy, recently bought Toecutterz. com, the first production company to offer the fairings. Using the original moldings from which the first line was created in the late ‘70s, MMC improved on production techniques — using vacuum-bagged, resin-infusion lamination for a strong and light fairing — and is taking advanced orders for another run of “Toecutterz.” The dealer price is $1,400, with an MSRP of $1,600. If you have customers dying for retro parts that will help their bikes stand out, look no further than Toecutter fairings. For more info, visit www.madmaxcars.com. t

What A Way to Turn 30 Hey, if you’re not doing anything between Nov. 14, 2010, and July 20, 2011, take a chance on Edelweiss’s Discover Our Earth tour, the company’s 30th anniversary ride that will guide riders through Europe, Africa, the Americas, Australia and Asia. Oh, you’ve got a shop to run? Well, pass the word along to your affluent clientele and convince them to go, and tell them you’re their No. 1 source for outfitting a motorcycle to stand the rigors of global travel. The ride begins at Edelweiss headquarters in Austria, goes to France and then down to Dakar, Senegal. Riders will hop ship to Argentina next and then ride north to Los Angeles. Next comes a flight to and riding in Australia. Then Beijing before a westward journey back to Austria. Easy, right? t

TWO NPA GIRLS ARE DEFINITELY BETTER THAN ONE! 10 April 2010 www www.MPNmag.com MPNmag com

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DESTINATION

Dealership – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

Story by Marilyn Stemp

SAN-DIEGO HARLEY-DAVIDSON

Photos by Marilyn Stemp and compliments San Diego H-D

Fearlessly moving forward ccording to tradition, bikers are rebels, bikers on Harleys even more so. That said, it shouldn’t be surprising that “New York” Myke Shelby, owner of San Diego H-D, is an intrepid individual who unequivocally states his beliefs without regard for conformity. But as a HarleyDavidson dealer, one might think Shelby would be stifled by business dynamics. Not so. And that’s more to the benefit of both his customers and the corporate structure his shop represents. “This,” says Shelby, opening his arms to indicate the dealership, “is what America is all about. Be yourself and be free.” See, SD H-D has a colorful history, so you could say daring behavior is more than appropriate here; it’s required. When famed engine builder and race tuner Leonard Andres ran the dealership from the ‘40s to the ‘70s, the shop was a standout gem in the H-D crown. By all accounts, Andres was an outgoing, personable guy. Though some say the dealership lost its pizzazz when Leonard retired, there’s no question that the spark reignited when Shelby came

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on the scene in 1993. For proof, visit SD H-D’s website and view some of Shelby’s TV commercials. He insists that it’s the American made product — the Harley-Davidson motorcycle — that riders identify with, not a marketing campaign or a corporate structure. “Everything in life comes down to freedom,” he says. “It’s why we’re doing this, it’s why we’re still here.” And that’s the message that Shelby is emphatic about and quite good at delivering. Shelby is an ardent activist for motorcyclist’s rights, whose patriotic fervor and intensity for riding are impressive. After more than 15 years at the dealership’s helm, he still works hard every day to maintain SD H-D’s solid reputation. His no-compromise attitude trickles down to everyone on the payroll, too. A major benefit of this highenergy atmosphere is the fresh thinking and innovation that results when people are inspired to hustle. There’s pride of accomplishment and competition even between the three separate locations that fall under the SD H-D umbrella, including a shop at

Seaport Village in San Diego Harbor, the main store on Kearny Mesa Road, and the downtown store in Little Italy (above), near the franchise’s original 1915 location. Employees at the downtown location are happy to point out their building’s unique architecture and singular spaces, unmatched, they say, by the other “modern” facilities. This is also where Rider’s Edge classes are held and is the site of frequent “Kettner Nights” street parties. The Kearny Mesa store is campus-like as it spills into adjacent buildings in its industrial park setting. To keep the energy pumped up, live bands are scheduled here most every weekend, along with charity gatherings that benefit such groups as Fallen Officers and Special Operations Warrior Foundation, which is appropriate seeing Shelby is a U.S. Air Force veteran. Intent on maintaining their edge, both the Kettner and Kearny Mesa shops have undergone recent refurbishment and expansion projects. In fact, they were both under construction when I visited. “It’s not about surviving; it’s about thriving,” Shelby says.

Shelby’s personal ride is a stealthy, blacked-out V-Rod, but his attitude is inclusive as far as the H-D brand is concerned. “They’re all great bikes, they’re all American made,” he says. Shelby deals on the level, too — no price cutting, no gouging. And he’s unapologetic about running his business with intent. “I need to make a profit to keep my people employed and to make sure we’re here when you need us,” he says. Thanks to the balmy San Diego weather, barbeques are held year round and family events are scheduled on various holidays. Monthly New Bike Nights bring together new owners for special events. Frequent group rides are planned by the dealership’s HOG chapter to the Del Mar races or other area events. Savvy marketing partnerships expand the shop’s reach, too (see sidebar). “I’m never afraid of competition,” says Shelby. “What I’m concerned about is government regulation.” And that, friends, is the deceptively simple philosophy of an earnest and thoughtful man. There’s something we can all learn from that. t

DOUBLE THE FUN an Diego’s weather allows for yearround riding, and one way SD H-D recently capitalized on that fact was a partnership with the Hard Rock Hotel to develop the “Hard Rock and a Hog” package. Originally planned as a temporary promotion, the offer has been extended and includes two nights’ accommodations, a one-day bike rental, goodie bag, ride suggestions, meal credit and VIP access to the Hard Rock’s nightclubs. According to SD H-D’s event coordinator Trisha Marshall, “The idea was to encourage riders to enjoy our great weather and fine riding. Partnering with the Hard Rock just made sense.” They’re two great things that are better together, and make sense and sound like fun, too. Learn more about the promotion at www.sandiegoharley.com or www.hardrockhotelsd.com/harley-davidson.

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A “One faces the future with one’s past.” —Pearl S. Buck

“History is a guide to navigation in perilous times.” —David McCollough

“We worked every day, Sunday included, until at least ten o’clock at night. I remember it was an event when we quit work on Christmas night at eight o’clock to attend a family reunion.” —Walter Davidson

s family farms turned to dust and Wall Street bankers pancaked on concrete, Tom Sifton was turning fast Harleys into black gold. The wunderkind tuner’s modified Harley engines were faster than the factory’s best in 1926, and he moved his shop to San Jose, Calif., to transform it into a full-line dealership in 1933. What Sifton lacked in timing he made up in resourcefulness. While most motorcycle dealers were selling one or two bikes a year, he kept the doors open by servicing police motorcycles. Sifton’s 1933 expansion was beyond bold. The motorcycle market virtually froze in the 1930s, with Harley-Davidson production dropping by 81 percent between 1929 and 1933. A Fresno H-D dealer did not sell a single motorcycle in 1933, and the entire Harley experimental department was consolidated from a large force to just one man. Sifton’s moves paid off in the long run, and he went on to found a highly successful motorcycle performance company, Sifton Motorcycle Products. Innovation in the face of long odds worked for him, and his engineering genius overcame the times. The same can be said for H-D during this time. Today, both H-D and its vendors face economic uncertainty, but remembering lessons they have learned in the past can reveal paths to the future. Harley-Davidson survived the 1930s with a mix of dedication, ruthless marketing of clubs and racing, circus sideshow training programs, a flash of style, and engineering prowess. As the times turned from bad to worse, the company worked hard to minimize the impact on its employees, the company fostered a family atmosphere, and the leaders took care of their own.

“Basically, Harley-Davidson spread the pain,” says motorsports author Jerry Hatfield. “They cut everyone’s working hours and cut wages. They did both at least twice. In one round they cut everybody’s pay 10 percent, except the top four, who took a 20 percent cut.” The top four were, of course, Bill Harley Sr. and the three senior Davidsons. Author Herbert Wagner chronicled the tale of Joseph Borgen, who was working in the riveting department at H-D. Borgen would come in to work and, if he could scrounge up parts, he could rivet components. If not, he was sent home. “My paychecks kept getting smaller and smaller until finally it got down to 92 cents for two weeks’ work,” Borgen told Wagner. “I’d have framed the check if I didn’t need the money so bad.” While wages today are clearly more generous than those paid in the ‘30s, the cuts are no less painful. Roughly 850 people lost their jobs at the manufacturing plant in York, Pa., and more cuts are anticipated for 2010. At the dealership level, similar cuts have been necessary. At the House of Harley in Milwaukee, manager John Schaller faced just such a dilemma when he needed to cut someone from his five-person MotorClothes division. When he told his employees about the dilemma, they came up with the idea to scale back to 32 hours so that all five could stay on. The numbers worked, Schaller agreed, and a job was saved. “Our people are the key to our success,” Schaller said. “Unselfish is the best word I have to describe them.” Another way that Harley-Davidson dealt with the Great Depression was with Knuth’s Kollege, a heavily-promoted motorcycle maintenance training program. Ring-led by “Hap” Jameson, a well-known writer for The Enthusiast and a popular emcee at motorcycle events, the training was a mix of a sideshow circus and information riders desperately needed. Today’s crop of riders is more in need of ride training than how to fix their bikes. While H-D has not invested as much effort into new programs, the Rider’s Edge safety training program is helping keep dealers profitable and riders’ rubber side down. Before 1930, H-D’s international sales were huge; the domestic market simply didn’t purchase very many motorcycles, particularly because Henry Ford’s cars cost less and www.MPNmag.com April 2010 15

“When Harley-Davidson encouraged competition, racers who participated in field events, hill climbs and TTs bent a lot of parts. Parts sales provided a steady income for Harley dealers and the factory during the lean Great Depression years.” — Herbert Wagner, author of Harley-Davidson 1930–41

were more practical. Overseas sales made up 55.5 percent of H-D sales in the mid-’20s. Harleys were particularly popular in Australia and New Zealand where the rugged machines were the preferred two-wheeled mode of transportation. In the early ‘30s, not only did The Motor Company’s domestic sales tank, but several foreign countries imposed import taxes as high as 50 percent. The result was a double-whammy of sales contraction. Opening the domestic market was paramount for H-D to fill the void. One of the tactics the company used effectively to sell motorcycles into the flat 1930s market was to encourage clubs and amateur competitions. The founders reasoned that if they could get Americans involved in the sport, they would sell bikes as well as parts. Clubs and amateur racing accomplished this goal nicely. H-D ruffled a few feathers with the way they strong-handed the American Motorcycle Association racing rules to favor their company, but they also not only were able to grow, they also steadily took market share from arch-competitor Indian. For Harley in the 1930s, the loss of overseas sales meant opening the domestic market was key. In current times, the domestic market is about as mature as possible. The bikes are a cultural icon. While perhaps not everyone who wants a Harley-Davidson owns one, creating more demand is limited primarily to finding ways to finance buyers. Craig Kennison, an analyst at Milwaukee’s Robert W. Baird & Co., watches H-D’s fortunes closely. He reflected on Harley-Davidson’s interest in increasing foreign sales during our economic downturn.. “Harley is not interested in surviving the recession,” Kennison says. “It plans to roll with the tough times and come out stronger. That means cutting production to get inventory in line, addressing its cost structure to compete in a smaller market, and building on the worldwide appeal of the Harley-Davidson brand.” Curb appeal increases with style. The Motor Company did just that in 1933 by dumping the line’s dark green paint in favor of Art Deco colors and logos. Today, the company has livened up the line with its dark line of machines. Bikes like the Crossbones, Rocker, and the Forty-Eight bring a look that appeals to the younger demographic the company needs to attract for long-term survival. These style-conscious changes were aimed at the domestic market, but Kennison adds that stylish bikes will need to be part of Harley-Davidson’s strategy overseas. “Harley has a big opportunity in Europe, where its 16 April 2010 www.MPNmag.com

share is close to 10 percent — but it has to get the product right,” Kennison says. “The XR1200 it a step in that direction. We expect faster growth in emerging markets where Harley is an aspirational brand for consumers accumulating new wealth. Brazil, South Korea, and South Africa are hitting that inflection point. Over the next decade or more, Harley will expand in China and India, but it has only a handful of dealers in each market today.” Author Dantar Oosterwal was the director of product development at H-D from ‘97 to ‘06. The MIT-educated engineer oversaw creation of several innovative new products including the V-Rod. Oosterwal wrote The Lean Machine, a book about his experience bringing a management and manufacturing philosophy called “Lean Product Development” to H-D. “Tank graphics helped Harley-Davidson get through the Great Depression,” Oosterwal says, “but new product got people back into the dealerships.” In 1930, H-D introduced the sidevalve-engined VL as an intended corporate savior. The engine was prone to failure. The company regrouped and, in 1936, introduced the overhead-valve sixty-one, better known as the Knucklehead, and it was this shining new piece of technology which helped propel H-D out of the Depression. “I firmly believe that what drives companies is new product,” Oosterwal says. “The people at Harley are topnotch, and I know they have products in place to ensure their success.” Oosterwal wouldn’t elaborate on the innovations lurking in the engineering department, though. Whatever new product cards Harley holds, the turnaround in the market appears to be arriving, as sales for 2010 are up from the dreadful 2009. The company has thrived from the very beginning by smart cultivation of hard-working folks selling their products. “A major part of Harley-Davidson’s success [in the ‘30s] was an outstanding dealer network,” Herbert Wagner wrote in Harley-Davidson 1930–1941. The company pressured dealers to sell only Harley-Davidson and then supported them strongly. Their dealer network was founded by guys like Frank Ulicki, a barrel-chested weekend racer working for a Harley dealership in Kenosha, Wis. When Frank’s boss was presented with an opportunity to run another dealership in Ohio, Ulicki was given the chance to take over the helm. He agreed, but he had to meet personally with Arthur Davidson before being allowed to

“The cumulative effect of Harley-Davidson’s purchase the place. He passed the test, and forked over about $250 to buy what is now Uke’s Harley-Davidson. Frank’s grand-daughter, Brenda Ulicki, says the stories about the dealership’s Depression-era survival are legend at her dinner table. “His first sale on his first day was a nut he sold for four cents,” she says. “Times were tough, but he supported his family with the dealership.” Frank went on to become a successful race promoter and owner of a likewise successful dealership. He fed his family through the economic crisis and beyond. House of Harley-Davidson’s Schaller can relate. He’s upbeat about his facility’s sales growth in the past few months and says that House of Harley continued to be profitable throughout the past few years. “Recession brings opportunity,” he says. “You adapt or you fall behind.” His dealership has worked hard to keep people coming in the door, doing everything from selling parts on Amazon and eBay to making sure that customers who walk in the door are treated to good cheer and first-class service. Schaller is proud of his group’s accomplishments, and he appreciates that success in the current environment is not a given. “I truly say ‘thank you’ when I go to sleep each night,” he says. “I can’t say I got to sleep quickly.” Herbert Wagner believes that the Great Depression helped H-D focus on its core market and develop a great product. “For all its agony, the Great Depression may have been a blessing in disguise for HarleyDavidson,” Wagner writes. “The years of coasting on the export market while neglecting the American enthusiast brought the chickens home to roost.” While the economics of The Motor Company’s current situation are less dire than those it experienced 70 years ago, they are more complex. Financing, union labor, and changing demographics are all challenges the company will have to meet. But it all comes down to product, and innovation on that front requires more than sexing up the line with flat black paint and crinkle-finish cases. Skin-deep improvement got the company through the worst of the Great Depression, but true innovation in the form of the 61 OHV Knucklehead was required to save the company in 1936. In order to stay competitive, the brand that made Milwaukee famous will need to take that hard-won history lesson to heart. v

cuts in the 1930s was a 30 percent reduction in office salaries except for the four officers who experienced a cumulative cut of 50 percent.” — Jerry Hatfield, author of Indian Motorcycles and Flat Out: The Rollie Free Story

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www.MPNmag.com April 2010 17

O

ffering so much more than helmetto-helmet communications, today’s high-tech communication devices integrate a multitude of sophistocated systems, including cell phones, MP3 players, GPS navigation and just about any Bluetooth goodie today’s tech nerds can concoct. While some may argue that the whole reason to get out on your bike is to unplug from the world around you, there may be nothing more freeing for a rider than to be able to make his 9 a.m. conference call in the saddle instead of from some boardroom. Kit out your selection of communication aids with this selection of six go-to gadgets.

www.MPNmag.com April 2010 19

Bikercom BikerCom wirelessly enables rider-to-passenger communication and offers the flexibility to connect a mobile phone, two-way wo-way radio, navigation device, radar detectorr and audio player. This unique system uses innovative innovativ Bluetooth technology echnolo and gives riders the freedom to with wires or wirelessly. o connect wit lessly. The unit retails while the company ails at $749, and wh pany is still looking you can stock up online. ng for a U.S. distributor, yo www.bikercom.com ww.bikercom.com

BlueAnt Wireless Blue BlueAn first introduced the Interphone F4 in December. BlueAnt Easily attached to either full-faced or open-faced helmets, fully weatherproof, water-resistant Interphone F4 the ful incorporates stereo capability and differentiating voice incorpo inc technology so bikers can enjoy wireless entertainment techno hno and mobile mo obile phone communication on the road. The F4 will pair with up to eight Bluetooth devices and multipoint p technology allows the F4 to connect to two phones technolog once. Additionally, bikers can listen to turn-byat once directions from motorcycle-friendly Bluetooth turn d GPS devices and enjoy up to 10 hours talk-time — answering calls with a simple “hello” — and up tto 700 hours of standby time. The Interphone F4 communication system is supported by BlueAnt’s committed comm mu customer cust stom service program and a two-year warranty. www.blueantwireless.com www.b w

BT1 Ever play biker charades? You know that game me of pointing, nodding and inaudibly shouting with your spouse on a ride? The BT1 Rider to Passenger communication system make makes chatting simple, no pointing or prodding required. The rider unit connects to a Bluetooth device or it can connect to non-Bluetooth devices by auxiliary cable. The passenger unit is intercom only, and the pair gives riders up to eight hours of usage. The weather-resistant microphones are noise cancelling while Automatic Gain Control speakers round out the system, which retails at $289.95. www.marshalldistributing.com

20 April 2010 www.MPNmag.com

Cardo Systems Cardo Systems’ new Scala Rider der G4 bike-to-bike Bluetooth headset offers ers compatibility with any number er of Bluetooth-enabled devices with th its embedded FM radio, mobile phone support ort and voice activation. The he G4 is also the first Bluetooth headset to offer group roup intercom among ong up u to three riders, as well as communication among two o riders and their th two passengers on two bikes at distances up to one mile. Encased cased ased in a rugged and fully redesigned form factor, the G4 gives the user access ccess to all of their compatible communications and entertainment through one li lightweight ghtweight unit. www.cardosystems.com

Chatterbox Ch tt b The Motocam360 GPS Rear Vision System paired with the XBi² allows a rider to load his favorite MP3s on an SD card used for mapping navigation. The system will provide hours of musical entertainment via the wireless Bluetooth link from the GPS unit to the Xbi² helmet receiver! The Bluetooth feature can also be used for turn by turn directions from the GPS navigation. A maximum of three Xbi² can be set up on the same broadcasting channel for rider-to-rider communications up to 500 meters away. www.motocam360.com

VCAN VCAN Sports has unleashed the first ZERO model helmet, et, the V600. The V600 is a full-face, DOT approved helmet, including top and chin ventilation and an adjustable face shield. It comes standard with the ZERO Bluetooth module, which allows the rider to take and make cell phone calls and to listen to music via A2DP MP3 technology, all for a very affordable $99.99. www.vcansports.com

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22 April 2010 www.MPNmag.com

W

here the interstate ends, adventure begins, and riders of all ages and experience levels yearn to escape. Create gear checklists for all types of touring, and share them with every adventurer that walks in your door. If he's heading for a 200-mile weekender, his needs will be vastly different from the rider embarking on a transcontinental trek. Stock the goods to outfit every traveller and you'll reap some serious coin this touring season. Start your stocking list with this collection of luggage and apparel. Round it out with MPN's online Buyers Guide at www.mpnmag.com.

www.MPNmag.com April 2010 23

vFirstgear The Kenya boasts an outer shell made of Hypertex waterproof and breathable, high-density, 600 denier polyester for abrasion resistance. It keeps the rain out, but allows humidity to escape. Protection includes CE-rated armor in the shoulders and elbows, plus an EVA foam back pad. The $249.95 jacket gets a whopping eight exhaust options, and the main front, two-way YKK zipper is shielded from moisture by a double storm flap with rain gutter held in place by hook-and-loop closures. For a custom fit, adjustments can be made to the waist, sleeve cuff and collar with hook-and-loop closures. www.firstgear-usa.com

Flyw The Fly Racing Milepost sport touring boot is loaded d with w comfort and protection at an affordable price. Premium features inc include clude a waterproof membrane, breathable Airweave interior, comfortable le leather l construction, removable/replaceable comfort insoles and E-Z Walk k ssoles. oles. The $109.95 boot has built-in ankle, shin and toe protection, along g with w shifter wear protection and reflective safety striping on the rear. The e result is a waterproof and breathable sport-touring boot for all rid riding ding conditions. www.flyracing.com

vJoe Rocket Joe Rocket’s tried and true Ballistic series evolves yet again with the 8.0, which the company brands as “the ultimate environmental control system for your ride!” The 100 percent waterproof jacket features a resistant Rock Tex 600 outer shell; CE-rated armor in shoulders and elbows; removable spine pad with pocket for optional CE spine protector; and a removable insulated full sleeve liner. Perhaps the most impressive feature is the patent-pending BigAir Waterproof ventilation system — A 20-inch-by-4-inch FreeAir mesh panel integrated into the main zipper. www.joerocket.com

24 April 2010 www.MPNmag.com

vCorbin Corbin's Beetle Bags are designed for specific bike models, so they emulate the visuals of the bike and integrate perfectly. Lines and details of the OEM bodywork are incorporated into the shape of the bags to create a very balanced look and disguise the generous storage capacity. Corbin's saddlebags are specially engineered for each motorcycle so they fit the profile of the bike, and this enables the bags to carry the weight of the contents closer to the centerline of the bike and maintain balance. This also provides a smaller overall width for less wind resistance. www.corbin.com

Cortechw Cortech’s Super 18-liter Tank Bag boasts a 1680 denier ballistic polyester construction; protective non-slip, non-scratch base; expandable main compartment; top flap internal organizer; soft tricot lining; hideaway backpack strap set-up; and an internal removable shield tote. The features don’t stop there as the bag also gives riders a Clear-Vu removable map pocket; easy access, external eyeglass case; Media Center personal media pocket; and a built-in sip tube and headphone exit ports. The laundry list is topped off with an integrated stowaway rain cover. www.cortechperformance.com

tGIVI The new GIVI monochrome Tech series is designed to offer the functionality and style of a large top trunk without detracting from a bike's styling. Supplied with smoked lenses and dark trim, the Tech series has produced a truly integrated top trunk solution. Both the V46 and E55 Monokey series cases are capable of taking two full face helmets and have an available back rest, top rack, brake light and inner bag option. The V46NT retails for $273, and the E55NT version retails for $340. www.giviusa.com

u Firstgear The $169.95 Laguna saddlebags expand from 1,805 to 2,166 cubic inches. Non-abrasive, non-slip material on the exterior inward-facing sidewall protects your customer's ride, and a heat-resistant base helps protect the bag from contact with exhausts. Double pull, top access zippers provide easy access to contents without gear falling out, and a light colored inside liner makes finding items easier. The sidewall and base are reinforced for strength and shape retention, and plenty of external pockets make organization a snap. www.firstgear-usa.com www.MPNmag.com www MPNmag com April 2010 25

vPower Trip The 100 percent waterproof Dakota II not only features removable CE-rated armor, but it also has what the company boasts as the most aggressive ventilation in the industry: the patent pending BigAir system. An 80-square-inch FreeAir mesh pane is integrated into the main zipper. Once open, the SureFit adjustment system keeps the outer zipper panels snug to prevent flapping when riding. Seen here in its women's iteration, the Dakota II also comes in a men's cut; both retail for $169.99. www.power-trip.com

Olympiaw Whether touring, dual sport riding or daily commuting, Olympia Moto Sports four season X Moto jacket is ready for any challenge. Its Mega Vent Panel System allows the X Moto to transition from solid body to adjustable airflow construction in seconds, as its front, back and underarm vent panels zip down and fold neatly into self storage pockets. A zip-off integrated back pack with hydration bladder and expandable zip-off luggage system offer major versatility. An authentic cordura shell with 2000 denier cordura reinforcement ensures maximum abrasion resistance. The X Moto is also equipped with a sporty, waterproof/breathable, two-stage, Thermolite insulated liner to deliver multi-season, all-weather riding comfort at $429.99. www.olympiamotosports.com

vNelson Rigg Don't let your customer embark on his journey without the proper rain protection. The VTL-700 Volante two-piece rain suit is made using a 100 percent wind/waterproof, trimax nylon/PVC that makes this all-season suit waterproof even in the harshest conditions. The jacket features adjustable zippered ventilation, elasticized belt and cuffs for a perfect fit, and reflective safety striping. The pants sport adjustable suspenders, heat-resistant leg panels and large 17-inch zipper gussets with stirrups for easy boot entry. There are also two large outer pockets and one inner zippered pocket for convenient storage. Sized small to 4XL, the $89.95 suit has a “no hassle” 24-month warranty. www.nelsonrigg.com

26 April 2010 www.MPNmag.com

Joe Rocketw An industry leader in motorcycle apparel, Joe Rocket also knows a thing or six about luggage; the company has six sportbikespecific luggage selections, to be exact. In each luggage model, expect the same innovative designs for which Joe Rocket apparel is known, from the versatile Space Pak 2.0, which can hold a spare helmet, to the minimalist, stylish and sleek Manta XL Tank seen here. www.joerocket.com

tMustang Mustang’s new line of Nostalgic Luggage is durably constructed and completely covered in high quality, expanded black vinyl to complement Mustang seats. Mustang’s Journey Bag offers a classic look with surprising capacity, handling extended trips with ease. The total storage capacity, including the three side compartments, is 3,744 cubic inches. Whether mounted on the passenger seat or a luggage rack, the combination of the semirigid construction and the integrated adjustable backrest provide ample lumbar support. Mustang’s Journey Bag with chrome studs is $199; without studs it runs for $189. The Journey Bags include a free rain cover for added protection. www.mustangdealer.com g

uMarshall uMarshal ll Two-wheel travel isn't limited to massive touring units. The scooter crowd has been known to hit the open road, and this Scooter Travel Trunk adds the extra storage space necessary for overnight jaunts. Constructed of strong ABS plastic, Marshall's Scooter Travel Trunk's top lifts open from a hinged rear. The lock will help keep valuables safe, and the package comes complete with all mounting hardware, lock and two keys. www.marshalldistributing.com

v Nelson-Rigg The Triple Threat Mounting system is new for 2010, and it now comes standard on all Nelson-Rigg bags. With the purchase of any three additional but inexpensive mounting kits (starting at $12.95), riders can convert each bag to mount in a number of different ways. Any of the bags in this line can convert to be used as a strap-, magnet-, or suction cup-mounted tank bag, or the same bag can be used as a tail pack. All mounting kits are quick release and fully interchangeable. With this versatile systems, riders don't need to own an arsenal of different luggage to suit their changing needs. www.nelsonrigg.com www.MPNmag.com April 2010 27

River Roadw River Road says its waterproof, breathable, 3⁄4-length, heavy-duty nylon Taos jacket knows no boundaries. It gets a two-way front zipper covered by a snap-down external storm flap. Venting comes from two front shoulder intakes and two rear vertical exhausts protected with high quality waterproof zippers. Its removable, insulated, fully-sleeved liner has a built-in pocket for most mobile devices, and high quality and flexible CE-approved armor is used on shoulders and elbows for protection. Two chest storage pockets, protected by waterproof zippers, and two lower front pockets with snap closure offer plenty of storage space. www.riverroadgear.com

Shiftt When the going gets tough what rider would think of turning around? Shift says its Trooper Storm series textile jacket is up to any challenge with its 600 denier polyester fabric construction, articulated design for superior comfort in the saddle and removable CE-approved shoulder and elbow armor for impact protection. Its waterproof, seam-sealed mid-liner keeps riders dry in wet riding conditions, while waterproof zippered front shoulder and rear exhaust vents allow riders to control airflow based on riding conditions. This $229.95 jacket comes in black camo (pictured), desert camo and orange. www.shiftstreet.com

uRoadkrome The new Roadkrome Defender Textile Jacket is constructed of a durable 600 denier cordura and 168 denier nylon balistic mix. Inside, riders will find CE-approved shoulder and elbow protection, as well as a breathable and waterproof liner and a removable thermic liner. Available in sizes medium to 5XL and retailing at $179.99, the Defender is a sure seller this touring season. www.nhjpowersports.com

28 April 2010 www.MPNmag.com

v RapidTransit The Division Tail Frame Bag features a wind- and water-resistant 1000 denier nylon shell and an integrated tail frame/sissy bar mounting system. It also has multiple expandable compartments, a waterproof garment bag, and roll pack — it's even backpack convertible. Riders can score this loaded bag for $169.99. www.rapid-transit.com

River Roadw River Road's Rigid Zip-Off Saddlebags with Security Lock offer riders a new two-number combination lock for added security. Its synthetic leather looks so real you’ll look twice, and it's UV protected to prevent wear. The zip-off bags feature a quick-release and handles for easy carrying. Rigid side walls and bases give the bags strength and shape retention. The classic iteration retails at $139.95, while studded bags ring in at $149.95. www.riverroadgear.com

v Roadkrome The Roadkrome Nashville Removable Saddlebag is made of Tek leather, giving a black synthetic texture that looks like the real thing. Designed with the rider in mind, the Nashville is a great choice for riders looking for traditional style and lasting quality. All conchos, studs and buckles are nickel chrome, and the back panels and sidewalls are reinforced. The Nashville measures 19 inches long by 14 inches high by 6 inches wide and retails at $269.99, plus an additional $249.99 for the chrome mounting kit. www.nhjpowersports.com

Saddlemenw Saddlemen’s BR1800 Dresser Back Seat or Sissy Bar Bag can either be used as a sissybar bag or as a back seat bag, set between the rider and tour back on dresser style motorcycles. The bag includes two mounting systems: a seat harness or an adjustable sissy bar strap system that easily attaches the bag to a motorcycle's seat, luggage rack or sissy bar. Detachable backpack straps make for easy off-the-bike jaunts, and its spacious top-loading main compartment is large enough to hold one 3 ⁄4-helmet and other cargo. www.saddlemen.com

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vScorpion Part of the extensive XDR (Xtreme Distance Rider) technical riding gear series, the Fury jackets starts with a high-density 600 denier outer shell. The full-sleeve EverHeat thermal liner keeps riders toasty in adverse conditions, while the removable storm collar and waterproof/windproof inner shell pops right out when conditions are less extreme. As riding conditions heat up, a lightweight perforated nylon lining offers maximum airflow over the body’s core. A connector zipper across the lower back ensures the matching Hellina pant stays secure. www.ScorpionUSA.com

Typhoonw Typhoon cycle gloves are constructed from a deluxe washable and waterproof leather that stays soft even after repeated soakings. Hands stay dry thanks to the Aquatex waterproof, breathable and windproof insert. The Typhoon gets boxed fingers and sidewalls for a relaxed and comfortable fit, and its longer length fits snugly into a jacket cuff. Adjustable velcro straps and a reinforced palm round out this $49.95 glove's list of bells and whistles. www.marshalldistributing.com

v Tour Master The Tour Master Centurion One-Piece Suit has a 600 denier Carbolex shell with 1680 denier ballistic polyester panels in the shoulders, forearms and knees. It features an Aqua-Barrier under-the-helmet hood to eliminate seepage in the collar area. A waterproof and breathable rainguard barrier allows rain protection without perspiration buildup, and Carbolex accordion stretch material increases flexibility. Waterproof, zippered three-position shoulder vents combine with chest vents, adjustable under-sleeve vents, thigh vents, rear exhaust vents and the Pipeline Ventilation System for flow-through ventilation. www.tourmaster.com 30 April 2010 www.MPNmag.com

u WildRider WildRider Leathers black leather chaps have an adjustable front belt buckle and 2⁄3-length zippers with snaps. The legs are unhemmed, which makes it easy to trim and hem as necessary. Plain chaps retail at $101.02 while the fringed have a slightly higher pricetag at $124.46. www.wildrider.com

v Sumax Sumax offers a wide variety of hard composite fiberglass saddlebags. They are offered in stock width and a 2.5-inch wider width with a choice of stock or extended length. Models for '93 and newer Road Glide, Electra Glide, Street Glide and Road King, along with all-year Softail models, are available. Installed LED lighting options plug into the rear harness. All saddlebags have a finished rich charcoal trunk lining. Brackets and mounting hardware are also available. www.sumax.com

Tour Masterw The Nylon Cruiser III Sissybar Bag offers riders heavy-duty, weatherresistant 840 denier and 1000 denier nylon construction. The universal mounting system expands from 6 to 14 inches and fits most styles of backrests. A removable neoprene layer is included to protect the motorcycle, and a hinged lid provides storage space and easy access to the main compartment and zippered retractable floor. Dark colored reflective piping and Tour Master’s reflective triangle provide nighttime visibility. Internal support panels hold the shape of the bag when empty or full, and an integrated rain/dust cover deploys from a small pocket on the top of the bag. www.tourmaster.com

t Willie & Max

u Wildrider

The Revolution Series features an even wider range of contemporary, fresh and edgy allure with the recent addition of the Grommeted, Swooped and Studded designs. All three are available in either hard-mount or throwover styles. The exclusive hardmount system fits most cruisers on the market. The hard-mount bags feature injection-molded backs contoured to fit the mounting system, and rock-solid adjustable brackets and hardware. Revolution’s throwover style bags have reinforced backs to provide superior stability, as well as reinforced yokes for secure universal mounting above or below the seat. Zip-off yokes and carry handles make removal and transporting a breeze. MSRP starts at $179.99 for the throwover versions and runs up to $319.99 for the hard mount versions. www.willieandmax.com

Large and jumbo size Wildrider Express Saddlebags are universal, over-the-fender, slanted style saddlebags and allow clearance for most turn signals. Both sizes feature composite construction and come standard with lockable roller buckles. The $129.15 large gives riders more than 736 square inches of space, while the jumbo rings in at $179.24 and offers a whopping 1,100 square inches of storage. It also includes composite construction with lockable roller buckles, and riders can opt for decorative chrome studs on the face top cover. www.wildrider.com

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HOW TO

Hackett

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY OTIS HACKETT

WHAT ARE WE HIDING? Celebrating the sales process

T

he encounter I’m going to relate showed some very strong elements of a great sales process. I saw a well executed sales procedure, evidence of good sales training, good salesmanship and good sales management systems. I think the thing that hit me the hardest was the fact that the people in this company were so open and honest about their sales procedure, as though they had nothing to hide. This openness allowed me to let my guard down as a customer. I knew they were trying to make a sale, and I was perfectly okay with it. Allow me to set the scene: One of our clients has a rather disjointed cashiering system; I am also aware that an unnamed chain of music stores has an excellent system, so I went into one of their stores near my house to check it out. The following is an account of what I experienced when I walked through their door. Remember, I arrived to simply observe. 32 April 2010 www.MPNmag.com

Within a matter of seconds, I was greeted by half a dozen smiling faces, all equipped with a warm, friendly, natural sounding but uncannily similar greeting. I was asked by one particular employee if I had come in to look at anything specific, and when I responded that I hadn’t, he announced that he would help me get my bearings by giving me a quick tour of the place. We ended up in the pro audio room where they keep all the big sound reinforcement systems. The salesperson again announced his intentions and sort of set the agenda for what was next by saying, “Let me give you a few minutes to look around, and I’ll be right back to help you with any questions.” I thought his whole approach was really very cool. He simply told me through his words and actions that he knew what I was there to do, that it was his job to help me do it and that he fully intended to do so. This guy was so comfortable with his sales procedure that he was not only

not hiding it from me, he was letting me in on it. When he came back, he asked me questions, he listened to my answers, he showed me a few things he thought I might like based on those answers, starting with the lower priced stuff in the category and then moving up in price until the point when I asked, “How much?” Then he gave me a comprehensive presentation of the system he thought I liked the most and calmly and unobtrusively asked me to buy it. When I hesitated, he simply asked me some more questions, listened some more and then formulated a “Magic Question” (If I could, w would ya?) based on my objections and asked me to buy again by using that question. He was operating so naturally, I was blown away. I wanted one; he wanted me to have one; he made no bones about it. When I looked to Mrs. Hackett for approval and got none, (you married guys know the look!) I told him that we would have to wait until I got home from my next road trip before I could fit it in the budget. He then announced that he would like to put me into his follow-up system so that he could get in touch with me when I returned. Again, he had absolutely nothing to hide from me. He even took me behind the counter and explained how their follow-up system worked as he entered my information into the computer. It was designed much like our day planner system in that the manager would help determine the next action to be taken, hold daily meetings with each salesperson to help them plan how to best complete those actions and get reports as to how each customer was treated, how far they got through the buying process and what the final results were. Now, the coolest

part: He did all of this before he knew that I was in sales training; once he found that out, he made absolutely no changes in his approach. He was so confident with his sales procedure, that he was okay with me knowing that he was working a sales procedure. I think the reason I could see what was happening was because he had no reason to hide what was happening. He was trying to help me get the sound system I wanted, so what’s to hide? By showing me his follow-up system, he was telling me that he wanted me to have one when I’m ready, and when I am, he wants me to buy it from him. And it was working! My wife and I wandered around the showroom for a few minutes trying to figure out a way to shuffle some money around to make this thing happen. I know this doesn’t sound like anything too remarkable, but let me remind you of something: I went in the place to observe a cashiering system, and suddenly I was trying to buy a sound system. As salespeople, all too often we try to hide the fact that we want the customers to buy something from us. What these guys did so amazingly well was what I try to preach all the time: He wants one and I want him to have one. So why do we try to hide the fact that we want our customers to have one and that we have a process for helping them get one? Is it just me? t Otis Hackett is the founder of Otis Hackett Group. OHG provides general management services for powersports dealers across the U.S. The OHG team brings realworld experience, having all been motorcycle dealership employees working on the front lines of the industry every day. Click on www.otishackett.com or e-mail otis@otishackett.com. Join us on Facebook or follow us on Twitter!

North Dakota

Washington

Minnesota

Montana

UP Michigan Maine

Oregon

South Dakota

VT

Wisconsin

Boise

Michigan

Idaho

NH

Wyoming

New York

Mass.

Iowa Nebraska

Conn.

Pennsylvania

Elizabethtown

Nevada Illinois

Indiana

RI

Ohio

NJ

Utah MD

Colorado West Virginia

Kansas

Fresno

DEL DC Virginia

Missouri Kentucky California

Memphis

Oklahoma

North Carolina

Tennessee Arizona

Arkansas

New Mexico

Alabama

South Carolina

Miss. Georgia Louisiana Texas

Florida

Boise, ID / Fresno, CA / Memphis, TN Elizabethtown, PA / www.wps-inc.com

BEST

Operators CLUB

Chart 1

Total Store Total store gross profit

Benchmark 25%

TBOC 24%

Total store net operating profit

7%

2.1%

Total store selling expense as a percent of total gross profit

25%

27.6%

Total store personnel expense as a percent of total gross profit

36%

35%

Total store admin as a percent of total gross profit

12%

13.3%

Total store facility expense as a percent of total gross profit

15%

14.9%

Revenue change

n/a

-19%

New motorcycle gross profit

Benchmark 17%

TBOC 10.8% 16.3%

Chart 2

New Sales – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY STEVE JONES

2009 BEST OPERATOR CLUB PERFORMANCE

L

ast month we looked at the 2009 year-end national norm numbers. This month, we’ll explore the yearend numbers for the TBOC. In chart 1 you can see that these dealers were getting close to 25% gross profit and actually showed over 2% net for the year. This is primarily due to the huge effort they have made to get expenses in line with benchmarks. Chart 2 shows the effects of reducing new motorcycle inventory. Flooring expense was still high. Advertising was coming down as dealers focused on shows and events. ATVs and pre-owned sales were areas of profitability. I’ve been extolling the virtues of pre-owned in this column for some time, and these numbers show why it is important to grow this area of your business.

Chart 3 reveals P&A gross profit per vehicle sold is very strong. This is due to reduced unit sales and the focus on maximizing P&A sales. I hope this effort won’t be lost when the market returns. Surveys prove that customers who purchase more P&A at the time of the vehicle sale return higher CSI scores. The service end of the business remains strong. Dealers are learning to concentrate on maximizing technician work time and eliminating non-producers. As a result, the gross profit is up. F&I is weak due to poor finance approvals and credit limitations. Yet, this is an importance profit center; be sure you have the strongest performer you can find in this position — look for them now. As you can see, it is not all “gloom and doom” out there.

Note: TBOC: Top of the BOC is the average of top five BOC members (based on store gross profit)

34 April 2010 www.MPNmag.com

New ATV gross profit

16%

New UTV gross profit

14%

9.2%

New PWC gross profit

15%

11.9%

18%

21.3%

Preowned Sales Pre-owned motorcycle gross profit Pre-owned ATV gross profit

15%

24.7%

Pre-owned UTV gross profit

15%

22.8%

Pre-Owned PWC gross profit

15%

11.9%

Sales department’s personnel expense per vehicle sold

n/a

515

Flooring expense per vehicle sold

75

196

Total advertising and marketing per vehicle sold

75

91

Sales Dept. Overall

Table 3

Parts

Benchmark

TBOC

Total parts and accessory gross profit per vehicle sold

$525

$930

Parts margin

39%

35.6%

Accessory margin

34%

30.6%

Service department labor margin

Benchmark 70%

TBOC 74.5%

Parts sold to labor ratio

1

0.90

Benchmark $500

TBOC $321

Finance net operating profit per vehicle sold

n/a

$131

Table 4

Service

Table 5

Finance & Insurance Finance gross profit per vehicle sold

Deals financed

70%

38.1%

Service contract penetration

50%

22.6%

Pre-Paid maintenance penetration

30%

9.7%

Security system penetration

20%

7.9%

Financed deals with GAP protection

30%

11.6%

Check the c

er

ur

ce

t en

At GSA we track benchmarks through our involvement with

g.c

ma

pn

w. m

dealer 20-groups. The TBOC C data comes from the groups thatt are in the a real-time, web-based ed data reporting system. National onal Norms are compiled from the he groups that report in the formerrmerRPM data system. Steve Jones, general manager nager of GSA, outlines dealership best business practices to boost margins, increase profitability ity and retain employees. His monthly column recaps critical ical measurements used by the leading 20-group dealers. GSA SA is recognized as the industry’ss #1 authority on dealer profitability. ility.

ww

Dealers are making money by controlling expenses and hiring top quality employees. As I have said before, there is no reason to have “B” and “C” players when there are “A” performers looking for jobs. Track your numbers, keep your inventory under control, hire the right people and provide exceptional customer service. These are still the keys to success. t

om

/re

Online Resource Center

so

Note: The Voyager 4 data reporting and analysis system m is available for any dealership to use for a very nominal al fee. For more information on GSA’s data reporting system, dealer 20-groups, on-site consulting or training, ng, drop Steve an email at steve@gartsutton.com or visit www.gartsutton.com.

See page 50 for more information about this issue’s featured suppliers.

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www.MPNmag.com April 2010 35

PEAK

Dealership PERFORMANCE How did they buy? • Cash • Check • Credit card There are important and obvious (and not-so-obvious) insights that can be made from this customer intelligence.

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY MARK RODGERS

EVIDENCE-BASED DEALERSHIP MANAGEMENT Use data wisely to increase your bottom line

I

f you didn’t read last month’s feature, “Motorcycle Business Myths,” hop onto www.mpnmag.com and catch up — go ahead, I’ll wait. This month’s column is part two, and it’s time to discuss customer intelligence. Customer intelligence is information about customers and their purchases that helps us understand and guide consumer behavior, increasing their interaction and loyalty to our dealership. Following are the “Five Ws of Customer Intelligence.” Who bought? • Demographics: age, gender, residence • Psychographics: key motivators • Bike-o-graphics: what they ride, how they ride, where they ride • How can we stay in touch with them: cell phone number and e-mail address

36 April 2010 www.MPNmag.com

What products did they buy? • Motorcycles: make, model, year, color • Accessories: show, go or touring • Riding gear: what and what sizes • Services: rewards program, maintenance program, other • Events attended: corporate-, dealer-sponsored When did they buy? • Time of year: fall, winter, spring, summer • Seasonal event or holiday: bike blessing, Christmas, etc. • Weekend versus weekday • Personal event or holiday: birthday, graduation, tax return Where? • Online • Telephone • In store Why did they buy? • Need • Want • Whim

Obvious examples include: • Service labor dollars are down, target 4K mileage customers for 5K service. • Notice luggage rack purchasers who didn’t purchase luggage • Track event participants for next event Less obvious observations include: • Realizing customers of a given age display certain buying habits • Realizing people in a given zip code have certain buying tendencies • Realizing people of a given age in a particular zip code have certain buying tendencies “For us, gear sizes are a key component of our customer information,” a dealer I recently spoke with said. “We capture size specifics for pants, shirts, jackets and shoes. Then we identify slow and non-moving inventory and e-mail special opportunities to customers whose sizes are in stock. This appeals to them specifically, and, as opposed to sending a mass mailing to all of our customers, it protects us from being seen as a spammer. It also protects us from disappointing customers for whom we don’t have a particular size in stock. A side benefit of capturing both gender and size allows

us to run reports giving us a percentage breakdown of size and gender, so that we have a scientific approach to ordering product for inventory.” Now, that’s smart retailing. Crucial to becoming a peak performing dealership is knowing who your customers are, when, where and what they buy. Understanding why and how they buy just might put you in the stratosphere of high performing dealerships. For many, the mind reels when debating the endless marketing and business opportunities for the customer intelligence suggested. The challenge, of course, is knowing how to obtain and organize this information? Really progressive retailers use reward programs to capture this information and as profit centers. Evidence-Based Dealership Management To improve, you should be using better, deeper logic and employing facts to the extent possible to permit leaders to do their job better. Based on the belief that facing hard facts about what works and what doesn’t will help your dealership perform better now and in the future. Is this really a new idea? Aren’t we already practicing evidence-based management? Unfortunately, in most instances, the answer to that question is no. People do what they’ve always done. When we believe something is true, we look for information to support it. And when you don’t believe something, almost no amount of evidence can get you to change your mind. That’s what makes

the execution of this idea so daunting and not for the weak at heart. In an interview from CIO Insight, Robert Sutton, one of the authors of the book Hard Facts, talks about why managers don’t often look for contrary information. Sutton writes, “There’s a whole term for it called ‘escalating commitment to a failing course of action.’ If you look at the conditions under which it happens, a lot of times managers make a public commitment to a course of action and spend a lot of resources. They mobilize a whole base of support around it, and their mediumterm financial well-being is dependent on it. “At that point it’s very

hard to pull the plug and to convince others they should do so. The thing to do is to build in organizational checks and balances so you’re allowed to question things and allowed to fight such projects.” You can probably name several examples of an “escalating commitment to a failing course of action” within your dealership. So how do we develop our thinking and subsequently make decisions? Where do we come up with notions like “racing is a great promotional tool,” or “commissions are the only way to drive salespeople”? Sometimes we get an idea from a book or an article that we’ve read, or we hear someone in our dealer

association or our 20-group suggest it. Occasionally we take the advice of a consultant. Sometimes we take actions based largely on fear (we have to discount; if not customers won’t buy) or from the actions of our peers (everyone is discounting; we should too). Still, on other occasions we let hope rule the day; we hire a superstar and cross our fingers they will get us out of a jam. Or we develop an opinion based on perceived expertise (we have a couple of car guys in our 20-group, and they say …). I’m not saying these are not great places to develop ideas for various performance interventions. I’m simply proposing you don’t accept

them as gospel until you have tested your execution or interpretation of an idea for a policy or program. In next month’s column, we’ll tackle those tests and move one step closer to debunking the motorcycle business myths that are killing dealers across the country. t An award-winning author, toprated trainer and founder of Peak Dealership Performance, Mark Rodgers holds a master’s degree in adult education and the National Speakers Association Certified Speaking Professional designation — only 500 people in the world have this coveted recognition. Contact Mark@ PeakDealershipPerformance.com to improve your performance.

Mark Rodgers Peak Dealership Performance® Newsletter Sometimes funny. Sometimes irreverent.

Always insightful. Sign up today!

www.PeakDealershipPerformance.com www.MPNmag.com April 2010 37

Lessons LEARNED

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY ROD STUCKEY

CELEBRATE SPRING Use event marketing to score spring sales

W

hat do April Fool’s Day, National Peanut Butter and Jelly Day, Good Friday, Easter, National Reading a Roadmap Day, World Health Day, National Cheese Fondue Day, Rubber Eraser Day, National Cheese Ball Day, Earth Day and Plumbers Day all have in common? If you guessed nothing, you’re almost right. However, the one small thing they do have in common is being recognized by some culture or sub-culture during the month of April. So what does this have to do with the price of tea in China? We’re talking about marketing opportunities here. The famous, late ad man Robert Collier recognized value in what he called “tapping into the conversation already going on in the head of your customers.” The above list of April events is just a sampling of the number of events each and every month of the year. The Collier concept is about 38 April 2010 www.MPNmag.com

substantiating your marketing campaigns by explaining why rather than doing it just because. Any kind of holiday or theme — whether related or unrelated to our industry — is a great excuse to reach out to your customers. It’s also a great way to make your ad copy interesting and personal. Unfortunately, too many times dealers’ marketing message are as plain as white toast. On the other hand, new and relevant information related to the current time of year injected with a little personality and an attractive offer is much more appealing to your prospects. You’ve gotta make hay while the sun shines, and the prime selling season is here! What better way to jump start your season than by planning a solid marketing campaign with the right message, to the right target audience, via the right media, right now? However, here’s the challenge: If you want your campaign to launch immediately and drive showroom traffic this coming Saturday, you should‘ve

been working on it during the middle of February, right? Well, maybe — it depends on which media methods you choose to promote your event. If you prescribe to relationship style marketing rather than transaction style marketing you may be able to pull something together sooner than later. I’m personally a big believer in open house style events, as they are great customer affinity builders. Plus, when yyou drive traffic to the store to celebrate an event, it creates excitement and sales begin to happen as a by product of all of the enthusiasm in the air. W With that in mind, it’s time to look at the calendar and see w what upcoming weekend you can find in the next two to six weeks to throw a nice size shin dig. Once you’ve identified something on the calendar, you can consider how your event theme will tie into the big day. Next, check your ad budget and see what you have available to promote your event. This will allow you to consider which promotional media you’ll use. Ask yourself if you are using the most effective media to get your message to the direct target audience? Just to be clear, when I say media method, I’m referring to the overwhelming range of choices you have to deliver your marketing message, including everything from mass media TV and radio to new age media like web banners, e-mail and texting. Here’s something to consider. If only 3% of households own a motorcycle and you’re looking to target that 3%, then you should first consider the media methods that will allow you to hit that niche directly. Obviously, if you also prescribe to relationship style marketing, the first place to look is your customer database. Hopefully you have a good one, as the people who

have been into your dealership before are clearly the most likely to visit you again. Studies repeatedly show that it costs significantly more money to get a new customer in the door opposed to those who’ve already shopped with you before. This database style marketing will get you more bang for your buck than anything else in terms of promoting your upcoming open house event. Perhaps a multistep e-mail, direct mail, and telemarketing campaign is all you need to do to drive traffic to your store. If time or budget is a concern, you could always drop the direct mail and just do a twostep drip e-mail campaign with a follow up phone campaign. Once you’ve determined your external media, it’s time to look at all of the hidden marketing assets within your dealership that you can leverage to make your event a success. Internal signage in the restrooms and at the parts and service counters, event flyers stuffed in every merchandise bag, personal invitations from your staff to each and every customer, an updated website and updated on-hold message are all important here. The more poles you have in the water, the more fish you’re going to catch. So maybe you aren’t looking to celebrate national plumbers day this April, but maybe a Countdown To Spring celebration will work just fine? One thing’s for sure: The selling season is short, and in this retail environment, it’s time to walk fast and take big steps! t Having owned and operated four dealerships in the Atlanta market, Rod Stuckey knows firsthand how hard it can be to get targeted dealer information, so he founded Dealership University. His monthly column gives dealers the lessons they need to learn to be more successful.

Rock On

Keep rocking with MPN enews.

Get in the know, and stay there with weekly updates. It’s fast, it’s free, it’s digital. Log onto mpnmag.com today and register.

Oh yeah…

and rock on!

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.COM www.MPNmag.com April 2010 39

Practice Lessons WHAT YOU PREACH

LEARNED

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY ROD WILLIAM STUCKEY DOUGLAS LITTLE

IF THEY COME, THEN YOU CAN BUILD IT

‘I

’ve been watching,” said Larry Davis, the general manager of my dealership. “The commuter parking lots are full again. Last January, the lots were a third full at most. Now, the lots are at least two-thirds full. I’d say that’s a promising sign.” Larry and I try to meet up at least once per week. I’ve been busy with our other companies and, to be honest, there hasn’t been a flood of overwhelming traffic at the dealership, so I’m pretty comfortable with my trusted friend running the show in my absence right now. However, our weekly meetings are a great way for me to review the numbers with him, discuss marketing strategies, define inefficiencies within the company and identify areas of missed revenue. This particular meeting’s focus was primarily to identify any trends that may point toward the future. Larry’s idea of watching the commuter parking lots was a good one. I thought about it

40 April 2010 www.MPNmag.com

for a minute and decided that it had to indicate that more people were working. “What about credit turndowns? Have you seen an increase?” I asked. The answer was yes. This seemed to justify my suspicions. “Think about it,” I said. “I’m not sure how excited we can be about the increase in commuter lot usage. You said that the volume was really low a year ago. Of course, with the Chrysler plant closing, the GM plant laying off and the vast decrease in home building, that makes sense. But, that’s an awful lot of union-wage jobs that were lost. “First off,” I continued, “those people spent a lot of time out of work. That means that they maxed-out their credit cards and probably barely stayed afloat during the time that they were unemployed. I’m sure a great deal of them ruined their credit. Second, even though they’re back to work now, they probably had to take much lesser-paying

jjobs. So, while they again have money coming in, they probably don’t have anything that’s expendable. Sorry to be a buzzkill. What else do you have?” I really didn’t want to ruin Larry’s outlook on the future, but, as you know, in business we have to be realistic. We can’t hire another salesperson or stock up on product in anticipation of a traffic increase that may never happen. Hopefully most of us have learned recently that it pays to be proactive in reductions and reactionary in growth. Unlike Kevin Costner, we must build it after they come, not before. In the past several months, we’ve looked at all kinds of indicators in search of potential market rebounds. Fluctuations in classified “Help Wanted” ads, the number of homes that have sold in the area, credit-worthiness percentages, local car dealer sales volumes, new business openings and old business closings — you name it, we’ve tracked it. Unfortunately, traffic and sales numbers have continued to be cyclic, no matter what else seems to be happening around us. As I’ve told every salesperson I’ve ever hired, “There is absolutely nothing that we sell in this dealership that someone has to have.” Let’s face it, we’re in the business of fun. When someone is coming out of a hard financial time, there are certain things that they have

to spend money on. A guy will purchase a new car if he needs it. He’ll purchase a new refrigerator or washer and dryer if the old ones die — his wife will make sure of that. If the water heater or furnace go on the fritz, you can bet that he’ll write that check. But a new ATV? Not so much. So, while it’s not what anyone wants to hear, I have to remain skeptical about the market growth in this season. Yes, people are finding new jobs here and there, but the federal economic recovery programs have been a huge failure. High-paying jobs have been replaced by low-paying jobs, and, for those of us in the powersports industry, you can expect the “haveto-have” industries to grow sooner than ours will. Of course, I’d love to be proven wrong. But for now, you may want to wait to regrow your business until you notice that you can’t handle the increased volume, no matter how many cars are stacked up in commuter parking. t Columnist William Douglas Little writes from experience, having built a multi-line dealership from the ground up. His store, Unique Powersports, has earned accolades for excellence in retail sales, community involvement and customer satisfaction. Little’s debut book, Mexican Bowl Fishing, was released in 2008 and is available at www.WilliamDouglasLittle.com.

Web SAVVY

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY PEGGY OLSON

COMMUNICATION IS KEY Content is king

S

pring riding season will be in full swing this month, and for many powersport enthusiasts the excitement of riding outdoors and planning their adventures is just one click away from your website. Customers are thinking about new apparel, service, accessories, vehicles, spring/summer events and so much more. I’ve worked with hundreds of dealers throughout my years, and when spring riding season arrives, there’s a sense of excitement within the dealership and within customers that enter the store. That excitement starts with your website! You will see an increase in visitors to your website in the spring because customers have a need or a want, and your website should provide your customers with information that gets them excited to come to your dealership for all their powersport needs. The job of your website is to provide your customers with rich content and current information, so the call of action is the customer wanting more. Just

42 April 2010 www.MPNmag.com

remember that your website acts as a virtual customer service and sales representative for your dealership, and I guarantee the majority of your customers are coming to your website before stepping foot in your store. I can’t stress enough the importance of having a website that not only engages the customer but also provides content of value. Every month your site should have a stream of new and relevant content. Don’t over-think this process; your content can be simple. Here are a few recommendations and tips to make sure your content is web ready. Content setup as a visual aid: Visually you want your content to be legible and easy to read. The content throughout the site should have a consistent font size, color and style. When highlighting text, bold the words or use a different font color, but don’t incorporate the colors of the rainbow all over your site. Another no-no is using a large type face within the whole paragraph. Larger

type faces are recommended w with titles or to highlight something of importance within yyour text, but that’s it. Keep it simple. If you can easily read the text and if your eye is drawn to a section that’s highlighted in a different color, that’s a great setup. Keep it professional looking and easy to read. Keep focused and concise: A Always try to put the most important information first. If the title states “What’s New at ABC Dealership for Spring,” make sure you start it off with one of the main focuses to your title to draw the customer in. Think about the order of importance w when writing your text. Also, remember to keep your content concise and to the point, especially if it’s content for the homepage. Use keywords like “Just In,” “What’s New” or “A Must See” to help engage your customers to read your text. If there’s additional information for a customer to read, add this information to another page and provide a “Read More” link. Repeat without copying: Repeating information in different sections of the site is beneficial, however, try not to copy and paste the exact same phrasing. Every page should have some fresh content, and if you do have the same content on different pages throughout the site, try changing the title or intro text to vary your content. This technique is also good for the search engines. Links within your content: Linking to other sections of the site is a great way to keep visitors on your site browsing for more. If you’re talking about a service, vehicle, event or anything within the site where you can access additional information, create a link within your content using specific keywords. For example: “New Spring Apparel Now Available Online.” Within this

sentence, I recommend “Spring Apparel” as a link to a specific catalog or section of your site so customers can browse to see the new product you have at the store and online. Add links where it’s appropriate, and just remember never to make your customers work to find additional information that you’re promoting. Proofread: Always proofread your text for spelling and grammatical errors. A customer could interpret these errors as your store’s lack of attention to detail, and these errors are simply unprofessional. It can be a challenge to add fresh content to the site every month. However, I recommend you get your department managers involved. I understand they already have a lot on their plate, but if they can spend five minutes every month putting together a list of their announcements, specials, department news, tips and more, it can make a huge difference. In your monthly or weekly meetings one of the topics should always be the website, especially if you’re discussing your monthly marketing strategies. The more people that are involved with the site, the more you’ll get out of the site. Everyone’s input at the dealership helps create fresh new content for the site! Just remember the basics mentioned above and keep it simple. Give your customers what they want: updated content about what’s going on at your dealership. Follow these tips and your site will be a success. t Peggy Olson is the president/ owner of Duo Web Solutions. She has over eight years of experience helping powersports and marine dealers get more out of their websites. Learn more about Olson and Duo Web Solutions at www.duowebsupport.com.

DEALERS WANTED

EXPERIENCE LEGENDARY BUSHTEC PERFORMANCE

Six great models & over 65 accessories available.

All dealers of Bushtec Performance Sport Trailers™ enjoy: • Strong margins on the best trailer made. • Hassle-free communications with a company that has an excellent reputation for service and quality.

“Manufacturing the best performing trailers on the road will always be our goal. Our new model, Entourage™, demonstrates that. For 27 years, the Bushtec team has delivered the best products and service. And in the future, I promise that will continue.”

Andrew Preston, General Manager

• Peace of mind knowing you are selling customers one of the safest, best-handling trailers on the road.

No other motorcycle trailer offers the total package of rider benefits for your customers. • Exclusive air ride adjustable suspension means no bouncing or swaying. • Lighter weight wheels and “run flat” motorcycle tires deliver better handling. • Superior fit and finish insures longevity and higher resale value.

• Customer-first service backed by a 3 year warranty and a “not happy until you’re happy” Bushtec team. • Inspired designs with customized options to create a trailer to meet most travel and cargo needs.

Visit www.bushtec.com or call 423-562-9900 for more details about joining the Bushtec Dealer Network.

Essentials Gear Bluetooth-Ready Modular Helmet HJC Helmets Featuring an integrated recess for ChatterBox’s XBi2-H system, HJC’s IS-Max BT modular helmet is just asking for some sweet, sweet Bluetooth connectivity. –––––––––––––– Sure Sellers: • Built-in internal recesses for speakers • DOT-approved advanced polycarbonate composite shell with adjustable polycarbonate chinbar • Easy-to-operate, three-stage, integrated and adjustable SunShield –––––––––––––– Retail Price: $199.99 –––––––––––– For More Info: HJC Helmets 16918 Edwards Road Cerritos, CA 90703 (888) 452-2269 www.hjchelmets.com

Adventure Rally Pant Klim USA This Th pant is for serious riders and an Klim guarantees it will keep ke them dry. It sports a laundry list of features, so la check Klim’s site for the c full f run-down. An equally impressive jacket is also i available. a –––––––––––––– Sure Sellers: S • Extreme-durability gortex fabrics • Articulated, leg and seat, and YKK zippers throughout • d3o d armor is lax while riding but locks together on r i impact for protection • Polyester moisturewhicking liner –––––––––––––– R Retail Price: $849.99 –––––––––––––– For More Info: Klim USA 3753 E. County Line Road Rigby, ID 83442 (208) 552-7433 www.klimusa.com

44 April 2010 www.MPNmag.com

Leather Road Racing Suit Scorpion Sports Inc. Designed for serious street riding and days at the track, the one-piece “Hurricane” made its debut at Dealer Expo 2010 and will be available to dealers May 1. ––––––––––––––––––––––––––– Sure Sellers: • Constructed of race-spec 1.2-1.4mm full grain leather • Feature’s exclusive ExoTec CE-approved armor at the elbows, shoulders, knees and hips • Double-leather panels at all high impact areas ––––––––––––––––––––––––––– For More Info: Retail Price: $899.95 Scorpion Sports Inc. 25921 Atlantic Ocean Drive Lake Forest, CA 92630 (888) 672-6774 www.scorpionusa.com

Essentials P&A Carburetor Kit for Triumph Bonneville & Thruxton Sudco International Sudco is keeping in mind contemporary café racer bikes with its Keihn FCR 39mm Performance Carburetor Kit. –––––––––––––– Sure Sellers: • Fits ‘01-present Bonnevilles and Thruxtons • A pair of Keihin FCR 39mm carburetors are racked together with the correct throttle/cable location and pre-jetted • Includes Open Velocity Stacks for full track performance, as well as K&N Air filters and adapters for street use –––––––––––––– For More Info: Sudco international 3014 Tanager Ave. Commerce, CA 90040 (323) 728-5407 www.sudco.com

Performance Sport Trailer Bushtec Bushtec unveiled its 22-cubic-feet Entourage trailer — the company’s first new model in 10 years — at Dealer Expo 2010. Also, Bushtec is endeavoring its first dealer-direct business model after 27 years of customer-direct dealings. ealings. –––––––––––––– Sure-Sellers: • Air adjustable suspension with anti-swayy bar • Fully carpeted interior and heavy duty run-fl un-flat tires • Limited lifetime chassis warranty

For More Info: Bushtec 180 Mt. Paran Road, P.O. Box 459 Jacksboro, TN 37757 (423) 562-9900 www.bushtec.com

–––––––––––––– Retail Price: $3,495 (standard) ––––––––––––

Racing Street Tires Pirelli The Diablo Rosso Corsa is the newest model in Pirelli’s Diablo family, and Pirelli is proud to boast of its WSBK-caliber technology. –––––––––– Sure Sellers: • Enhanced Patch Technology optimizes contact patch area at all lean angles on road or track • Aggressive tread design for quick warm-ups and consistent water drainage • Optimized for long mileage –––––––––––––– Retail Price: $205 to $326 each –––––––––– For More Info: Pirelli Motorcycle Tire Division 100 Pirelli Drive Rome, GA 30161-7000 (706) 368-5426

www.MPNmag.com April 2010 45

Low Ridin’ Ladies

Head Turner Hea Performan Machine is at it Performance again, releasi releasing wheels worth drooling over. New Ne for 2010 is the Element. Sure Sellers: • Five spokes with deeply engraved lines originate at the hub and reach to the rim lip • Offered with matching discs and sprockets • Pictured Contrast Cut Platinum is black ano against stock chrome finish For More Info: Performance Machine, 6892 Marlin Circle, La Palma, CA 90623; (714) 523-30000 www.performancemachine.com m

Tricked out Boots Wesco aims to provide the high degree of customization bikers love. e. The Boss (pictured), is just one of the he company’s five pull-on boot styles. Sure Sellers: • Sweat-resistant full-leather insolee • Non-corrosive, ribbed, slightly arched hed steel shank • Rolled-leather top facing and fullleather midsole Retail Price: as shown w/ double midsole, $488

46 April 2010 www.MPNmag.com

If you’re sick of hearing the “I’m too short to ride a motorcycle” excuse from ladies (or guys), fire back with details on Legend Air Suspension’s D1 kit. It fits a wide range of H-D, Lehman, and Boss Hoss bikes and trikes. Sure Sellers: • Handlebar control gives instant ability to lower seat up to threee inches, or to raise the height for highway or heavy-gear riding g • Exclusive Gates Kevlar Air Spring technology and deflective disc damping eliminates annoying pogo effect • Parts bolt-on in stock shock location so modifications are unnecessary Retail Price: $1,600 to $1,800 For More Info: Legend Air Suspensions, 3461 Whitewood Road, Sturgis, SD 57785; (605) 720-4202 www.legendsuspensions.com

For More Info: Wesco, 52828 NW W Shoee Factory Lane, PO Box 607, Scapp Scappoose, OR po 97056-0607; (800) 326-2711, ext. 2200 www.westcoastshoe.com/wesco www.westcoastshoe.com/wes sc

Satin Slashers TAB Performance is one of the few companies to offer aftermarket pipes for the hulking V-Rod Muscle. Just one of its 17 styles for the V-Rod family from TAB, these pipes maintain the Muscle’s dual side exhaust look. Sure Sellers: • Aggressive slash and 21⁄2-inch baffle • Factory-matched satin nickel coating • Pipes up the ante for sound, looks and power For More Info: TAB Performance, 1232 Volunteer Parkway, Bristol, TN 37620; (888) 822-0070 www.tabperformance.com

Super Seat Mustang’s Super touring seat provides both riders and passengers of ‘08-’10 FL models with “the most comfortable seat possible.” Sure Sellers: •Deep, 19-inch-wide seat is moved 13⁄4 inches back from stock •Seat sits lower than stock so feet can go firmly on ground •Two flavors: plain or with studs Retail Price: Driver seat & backrest, $719 For More Info: Mustang Motorcycle Products Inc., 278 Town Hill Road, Terryville, CT 06786-0029; (800) 243-1392; www.mustangdealer.com

Renegade’s Racine Continuing with the aftermarket trend of releasing more re affordable products, Renegade’s R2 Series carries a pricee tage “we can all live with.” Pictured is the Racine model. Sure Sellers: • Available in 16- to 26-inch diameter, and 2.15- to a massive 14-inch width • Standard chrome finish • Special finishes available include Ebony Chrome, Black Powder-Coat or Renegade’s new Phantom Cut Retail Price: starting at $899 For More Info: Renegade Wheels, 2180 North Batavia, Orange, CA 92865; (714) 998-7241 www.renegadewheels.com

www.MPNmag.com April 2010 47

48 April 2010 www.MPNmag.com

photos by Dean Kelly

he annual V-Twin Expo in Cincinnati took place Feb. 6-8. Like last year, we chopper and bobber faithful were plagued with snow, but dealers showed up. They didn’t show up in numbers we were accustomed to, but, given the weather and cutbacks at their shops this year, attendance was good. Nevertheless, dealers came to do business, and exhibitors enjoyed the interaction. Custom bikes again adorned the hall, while Motion Pro and loads of other exhibitors displayed outstanding and creative bikes; at the bottom of the page, you’ll see Ron Finch’s “Outsider” sidecar rig, which was a big draw. The Rebel Girls warmed visitors to their booth, while and industry insiders like John from Vee Rubber, Jamie from Cardo and Greg from Continental were all busy educating dealers about their new product offerings. In fact, almost all the exhibitors I spoke with enjoyed quality time with dealers and felt it was a productive show. If you missed it, you may want to add it back on your calendar for 2011. There is no substitute for one-on-one visits with manufacturers and suppliers. —Dean Kelly

T

ext week at Dealer Expo, more snow… go figure, it must have been following me! Exhibitors and dealers were obviously scaling back on expenditures, but like V-Twin Expo, dealers who did attend were there for a reason, and it wasn’t for the parties. Booths like K&L Supply, Helmet House, National Powersport Auctions, Western Powersports Inc. , Rick’s Motorsport Electrics, Marshall’s, Tucker Rocky, Parts Unlimited, NHJ and too many more to list here were actively interacting with dealers (and Ben Spies showed up at the HJC booth to sign autographs!), while manufacturers were not only busy with the same people but also spending quality time training reps. My take on this is that everyone came away with a world of product knowledge. The show may have been smaller, but quality time spent with key people makes a huge difference down the road to recovery and success. Face-to-face meetings are always more meaningful, thus the value of shows like this. On a side note, I tried to convince the Cycle Country snowmobile/plow rep to make a few bucks clearing sidewalks outside, but, somehow the Idea didn’t fly! —Dean Kelly

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www.MPNmag.com April 2010 49

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