Issuu

OF THE DEALER.

BY THE DEALER.

FOR THE INDUSTRY.

SINCE 1965

OCTOBER 2026

WHEELS UP!

RanchHawk Lifts Off

UTV UPRISING

Market Expansion

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CONTENTS 06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 12 NEWS+ 16 SHIFTING GEARS+ 20 DEALER NEWS 24 SHOWTIME! 25 THE GOLDEN TICKET 26 NEWS & NOTES 28 POWERSPORTS PAVILION FLOORPLAN 30 EXHIBITOR LISTINGS 32 EXHIBITOR LISTINGS 34 HOW SEMA SEES POWERSPORTS 38 CONFESSIONS OF A CUSTOMER NPDA ON SEMA 40 44 UTV UPRISING 50 INDUSTRY RESEARCH+ Bob Althoff: Thank You SEMA!

Robin Hartfiel: Confessions Of A Trade Show Junky For The Industry Fallout

Powersports Tops $48.2 Billion, AMA + BDR = Advocacy

Personnel Postings, Courtesy MIJ

Okies From Muskogee, New Team Takes The Field, End Of The Road For Route 12 SEMA Invites Powersports To The Party

CEO Mike Spagnola Welcomes Powersports Late “Braking” News From SEMA You Are Here

Powersports Pavilion Participants Truck & Off-Road Listings

Tom Gattuso & Andy Thompkins Explain What’s Up Eric Anderson Is Back To Explain The AFTERmarket Michael Maledon: How Motorcycle Dealers See SEMA Blurring The Lines Between Powersports And Motorsports

Lenny Sims/JD POWER Take On UTV Action

20 4

OUR TEAM

52 OEM UPDATE 56 INDUSTRY RESEARCH+ 57 eDEALERNEWS 58 CURRENTS+ 65 INDUSTRY RESEARCH+ 70 NORTHERN EXPOSURE 72 SURRENDER YOUR eBIKES 74 AI VS. US 76 ADVOCACY+ 78 PRESS PASS+ 82 GEAR+ 88 OPINION+ 92 VALE+ 96 BACKFIRE+ 97 AD INDEX 98 BACKFIRE+

EDITORIAL Robin Hartfiel Editor/Publisher

Wheels Up For Denago RanchHawk

Bob Althoff World’s Luckiest Man

Jim Woodruff On NPA AWP Action

Gus Stewart Creative Director

OSET Reset

Brenda Stiehl Production Manager

eHawk Charges Into SEMA, TERRA Takeover, Honcho Is Here

CONTRIBUTORS Don Musick Genesys Technology Solutions

Don Musick On Back To The Future Of Batteries

Dr. Paul Leinberger

Marq Smith On Who Will Stop The Rain? EV Market Short-Circuits

Eric Anderson Vroom Network David Gatti Ignition XD Jim Woodruff National Powersport Auctions

David Gatti On Artificial Intelligence Vs. Natural Stupidity

Lenny Sims NADA Appraisal Guides

Don Amador On The Brownfield Effect

Scot Harden AMA Hall Of Fame/Harden Offroad

Macroeconomics At The Sand Sports Super Show

Hector Cademartori Illustrations William Douglas Little Two Old Guys Racing

A Funny Thing Happened On The Rode 2 SEMA Bill Little On 2OG Race Recap

Marq Smith Charlie Williams Off Road Editor

Remembering The King Of The Desert, JN Roberts

Don Amador Quiet Warrior Racing

Elvis Has Left The Building

Joe Bonnello Joe B Photography

This Issue Brought To You By… Nash Rises From The Ashes

Uncle Paul Wunsch Love Cycles The Anonymous Dealer ADVERTISING

Cover and TOC photo by Jon Beck

Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com Blake Foulds Account Executive (760) 715-3045 blakefoulds@dealernews.com Brenda Stiehl Production Manager brendastiehl@dealernews.com John Murphy Publishing Consultant johnmurphydn@gmail.com

Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com

OCTOBER 2026

Need an example? Mike Spagnola pointed out that SEMA’s massive presence in governmental affairs will by addition represent our $50 billion-dollar powersports industry. This, in addition to all SEMA has done to so capably represent their traditional car constituency, truly does make Powersports and Motorsports better together. There is real synergy in combining the government affairs teams at the MIC; at the AMA; at Harley-Davidson and other Powersports Industry stakeholders. So, welcome to Year 1. Thanks to the Powersports pioneers who chose to come show the flag; to come be a part of the foundational discussions planned to help SEMA shape their service to Powersports.

World’s Luckiest Man By Bob Althoff

THANK YOU SEMA!

fter years of study; months of preparation; weeks of anticipation, and hours of last minute logistics, the SEMA Show is here. And so are we. The Powersports Industry is in the house! Best of all, the motorcycle gang is not crashing the party in Las Vegas. Instead, the new Powersports Pavilion anchored by Harley-Davidson makes our industry the guests of honor at the world’s largest aftermarket show. SEMA extended a Handshake. That Handshake holds tremendous opportunity for all — and for that, the most appropriate thing to say is a sincere “Thank You” to SEMA’s Board of directors, CEO Mike Spagnola, VP Tom Gattuso and their very professional team and most importantly, all the industry participants who have reached out to accept that Handshake. Over the last six months or so, I have witnessed firsthand the admirable motives that drive SEMA (Specialty Equipment Market Association) in support of the $360 billion+ specialty automotive aftermarket. The Association seeks to unite dealers, manufacturers, resellers, builders and enthusiasts under one voice to move the industry forward. As a membership‑based nonprofit, the mission is simple: foster the success of the automotive aftermarket. And with a Handshake I have experienced the sincere excitement SEMA staff have about being a force multiplier for those of us — Customers, Dealers, Aftermarket and OEMs — who aspire to success for Powersports in America.

From the initial Handshake to the helping hand SEMA can provide Powersports it is time for all of us to get our hands dirty and work together for the benefit of our combined industries They say Rome wasn’t built in a day. That may be true. But what is also true is that SEMA + POWERSPORTS promises to build a brighter future for all of us! It started with that Handshake — the perfect metaphor for working together with a community of companies and enthusiasts who believe vehicles are more than transportation. SEMA believes they are a platform for freedom, creativity and connection: “We fuel innovation, protect our industry, and provide resources that help businesses and careers succeed and prosper.” Can’t wait to get this party started! Bob

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complex in Anaheim where “facilities are second to none in the country.” A 100,000-sq.-ft. exhibit hall would hold the Show “in one huge rectangular area, so booths will be ideally arranged with wide, roomy aisles.” HRIN reserved 500 rooms for attendees at the adjacent Disneyland Hotel. Accounts vary, but most reports say there were between 90–100 booths at the Dodger Stadium trade event. The first Anaheim Show doubled that number. Brock’s postShow reporting said “201 ten-by-ten booths” were set up by 140 exhibitors, while another 30 booths “were used to display show cars throughout the floor for ‘dress-up’ and to show actual use of special performance and custom accessories.” Exhibitors “made their 1968 sales pitches to 3,800 distributors and dealers from all over this country, Mexico and Canada.”

Editor’s Note By Robin Hartfiel

HOLESHOT!

undits have always proclaimed the motorsports market is a decade ahead of powersports. Having just returned from NVP and the NPDA’s DealerConnect networking event, I take that comment with a grain of salt. As an industry we are always looking to up our game, and the innovations, educational opportunities and advances in FinTech are available to powersports dealers at the same time as the auto industry gets them.

But Dealernews — Then called Motorcycle Dealer News had the holeshot on Anaheim — think of it as the A1 of trade shows! The May 1966 issue teased a motorcycle trade show was coming to the Convention Center and in September of 1966 Dealernews hosted its first Dealer Expo industry trade show, The industry didn’t call it “Ani” like Cincy or Indy but Dealer Expo was the hub of the North American market from 1966-2014. Then in 2014 the Dealer Expo moved to Chicago in December and died a cold ignominious death. In a case of one door closing and another door opening, AIMExpo launched in Orlando in 2017 and fittingly returns to the same Convention Center it launched from. Just as MDN did in 1966, Dealernews will continue to “cover” the trade and all of its shows… We have met SEMA and they are us!

The days of playing second fiddle to the car guys are over. In fact, as comic strip character Pogo noted in the early 1970s, “We have met the enemy… and he is us.” The addition of the Powersports Pavilion to the SEMA show levels the playing field and ups the game for both industries. As NPDA likes to say, “We are better together.” And lest we forget, powersports beat SEMA to the punch… true story. Legend has it that the first SEMA Show was held in January 1967 in the basement of Dodger Stadium. It featured 98 booths and roughly 3,000 attendees. The Specialty Equipment Market Association (SEMA) itself was originally formed in 1963, by a group of speed shops and hot rod manufacturers to standardize products and provide cohesion to the industry… The concept worked and by 1967 the show moved from the bowels of Dodger Stadium straight into the limelight. According to Ray Brock’s “Publisher’s Report” in the May 1967 issue of Petersen’s Hot Rod Industry News (HRIN), the new location chosen for the Show would be “the most modern of all” convention centers, the brand-new

Former Editor-in-Chief and publisher of Dealernews circa 1990-2003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.

COVER CONCEPT Of The Dealer. By The Dealer. For The Industry… The OEMs will disagree! Positive comments from the social media manager at said OEM don’t count. Jeremy Burk, PGA Manager North End Cycle Sturgis, MI A TRIUMPH! Amazing and thank you for calling attention to our Industry. Great cover. Awesome work as always. Rod Lopusnak, General Manager Triumph Motorcycles America Atlanta, GA SEMA SAYS… What an absolutely amazing cover, I loved it the second I saw it. Thanks for sharing. Mike Ausec, Industry Sales Director, Powersports / Lifestyle Specialty Equipment Market Association has (SEMA) Diamond Bar, CA A VOTE OF CONFIDENCE YESSSSS Robin Hartfiel!!!!!!!

FOR THE INDUSTRY Our Founders and the many Publishers, Editors, Columnists and Contributors who have been stewards of this publication have hewn to a core belief: We believe that the Dealers must be served; they must be respected; they must be listened to. Turn back to our September cover. Gus Stewart, our talented Creative Director, depicted something in the Dealernews DNA — we exist not just for Dealers, but to serve our entire Industry! In the end, our mantra of “We Are Better Together” must be the mantra of our entire industry. That is why our cover tagline reads: OF THE DEALER, BY THE DEALER, FOR THE INDUSTRY. To truly be “for the industry” all of us must view one another as important and worthy of collaboration. We must be open to new avenues of cooperation, planning and execution around common goals. We must be bigger “as” an Industry than to be isolated players “in” an industry that exists in name only. Bob Alhoff, World’s Luckiest Man Dealernews

Ashmore Ellis, Co creator of Babes Ride Out and Babes in the Dirt Board of Directors for the Motorcycle Industry Council Temecula, CA BC SAYS, FANTASTIC, EH? What a fantastic image to highlight the importance of the dealers to the entire network!! Kristin Parsons, Executive Director BC Powersport Dealers Association Osoyoos, British Columbia, Canada QUITE THE CONTRARY Of The Dealer. By The Dealer. For The Industry… Who wrote this nonsense? Never ever in my 34 years in the industry have I witnessed this to be even close to true. All I have seen is greed and a lot of the bigger guys shitting on the smaller guys. What a joke! Chris Baggesi, Cheeseball Via Facebook Baroda, MI

SOUND OFF!

Join in the conversation via e-mail: Editor@dealernews.com Like us on Facebook: www.facebook.com/DealernewsFan Check us out on Instagram: www.instagram.com/dealernews Follow us on Twitter: twitter.com/Dealernews Tune into our YouTube channel: www.youtube.com/@DealernewsMedia

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2026 ECONOMIC IMPACT IN U.S. TOTAL

$48.2 Billion

THE VALUE OF THE POWERSPORTS RETAIL MARKETPLACE

1,105,400

GO WITH THE FLO

ESTIMATED NEW POWERSPORTS RETAIL SALES

DIRECT ECONOMIC CONTRIBUTIONS OF POWERSPORTS RETAILERS

10,632

112,221

$5.6 B

NUMBER OF POWERSPORTS RETAILERS

PEOPLE EMPLOYED AT DEALERSHIPS

TOTAL PAYROLL

2024 U.S. ON-ROAD MOTORCYCLE PURCHASERS 35 YEARS & YOUNGER

48% were first-time buyers

$63K was their median income

6% electric motorcycles

39% commuting to work/school

were interested in

primarily used their motorcycle for

For more information about the motorcycle and powersports industry in your district, please contact the MIC’s Government Relations Office at (703) 416-0444. To receive our weekly Ride Report, please visit mic.org. Sources: 2025 Estimated New Powersports Retail Sales, Motorcycle Industry Council, Inc., Irvine, CA 2025 MIC Retail Outlet Audit 2025 MIC Dealer Study 2024 Motorcycle Consumer Experience Study ©2026 Motorcycle Industry Council, Inc.

RIDE REPORT

Powersports Economy Reaches $48.2 Billion According to the latest research from the Motorcycle Industry Council, the U.S. powersports retail marketplace represents $48.2 billion in economic value, supporting 112,221 dealership jobs and $5.6 billion in payroll across 10,632 powersports retailers nationwide. MIC also estimates that more than 1.1 million new powersports vehicles were sold. Those figures measure the direct powersports retail ecosystem, including new and used vehicle sales, financing and insurance, parts and accessories, and dealer service across motorcycles, scooters, ATVs and recreational off-highway vehicles. But they represent just one measure of the industry’s broader economic presence. Earlier this year, U.S. Bureau of Economic Analysis data showed motorcycling/ATVing, which includes recreational off-highway vehicles, ranked fourth among conventional outdoor recreation activities by current-dollar value added in 2024. Together, the figures help illustrate powersports’ economic reach nationally and in communities across the country.

Ekho Partners With Progressive Dealers attending the National Powersports Dealer Association (Booth #60247) DealerConnect networking event were treated to the holeshot on Ekho’s (Booth #57255) partnership with Progressive Insurance, the nation’s No. 1 motorcycle insurer, to bring real-time insurance quoting directly into the vehicle purchase. Embedded, real-time insurance quoting at the point of sale is available to every dealer and OEM on the Ekho platform. “Insurance has been the last manual step in an otherwise fully digital purchase,” explains Rowan Mockler, Cofounder and CEO of Ekho. “By embedding Progressive’s real-time quoting directly into checkout, we’re removing friction at exactly the moment buyers need coverage, and giving our dealers and OEMs a more complete, end-to-end transaction.” More than 40% of buyers who are required to provide proof of insurance don’t already have coverage for the vehicle they’re buying, according to Ekho’s internal data, and secure a new policy during checkout. When a buyer reaches the insurance step, they can request a Progressive quote or provide their own coverage directly within checkout. If the buyer chooses Progressive and their vehicle and state are supported, they typically receive a personalized quote within seconds, with coverage tiers and payment options tailored to their vehicle and location. The buyer can then review and purchase a policy on Progressive’s site, and in most cases the insurance documents are returned to Ekho automatically, completing the verification step without manual uploads. Progressive insures more motorcycles than any other carrier in the United States, with coverage spanning the full range of vehicle types on the Ekho platform. That breadth means relevant, real-time quotes for the vast majority of transactions.

“These reports help put the scale of powersports into terms that people can immediately understand,” notes Buckner Nesheim, MIC’s Director of Research & Statistics. “We can talk about the size of the industry nationally, but the state reports make that impact local. They give companies, policymakers, media and others concrete numbers showing the businesses, jobs, payroll and economic activity powersports supports in their own states.”

“At Progressive, we’re continually looking for new ways to meet customers where they are and simplify how they shop for insurance,” adds Eric Doubler, Progressive Recreational Lines Business Leader. “Our work with Ekho brings insurance directly into the digital purchase experience, helping riders get personalized coverage in real time while making the path to vehicle ownership faster and more convenient.”

See the full story in the MIC RideReport: mic.org/#/PowersportsEconomicImpact

Didn’t make it to NPDA’s DealerConnect? You can still hear the Ekho here: www.ekho.com

engagement on behalf of the nation’s adventure and dual-sport motorcycling community. Moving forward AMA will support campaigns protecting and promoting BDR routes through AMA communication channels, encouraging AMA members to participate in volunteer efforts and route stewardship. BDR will support and promote AMA advocacy work, invite AMA participation in its route-release events and film tours, and actively encourage its riders to join the AMA to support motorcyclists’ rights.

AMA & BDR ADVANCE ADVOCACY, EDUCATION & ACCESS

“The Backcountry Discovery Routes organization brings over $60 million worth of economic impact to local communities annually by making over 20,000 miles of backcountry tracks available to the riding community,” notes American Motorcyclist Association President and CEO Rob Dingman. “AMA offers a national advocacy infrastructure, government relations expertise, a network of independent clubs and promoters, and broad individual membership.” AMA and BDR have signed a memorandum of understanding to mutually expand advocacy, responsible, motorized recreation, route development, rider education and community

BDR brings route-development experience, an engaged community of adventure riders, and a platform built on route promotion, resource-rich guides and documentary films. “The sections of our routes that riders love most are often the ones most at risk of closure,” adds Inna Thorn, Executive Director of Backcountry Discovery Routes. “We’ve spent years earning a seat at the table with the agencies and communities that manage this land, but protecting that access for the long haul takes advocacy at every level of government, and that’s where the AMA’s reach makes the difference.” This cooperation will translate into more coordinated advocacy on land-access issues, expanded safety and responsibility education, and a stronger, more connected community of adventure and dual-sport riders — backed by the full weight of the AMA’s national advocacy network. “We’re not just protecting today’s routes, we’re making sure they’re still here for the next generation of riders,” concludes Thom.

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AMERICA IS TUNING INTO MOTO…

MotoAmerica Reach Up 10x MotoAmerica says year-to-date growth across broadcast, attendance and digital media for its 2026 season is up 10x this season, with a 540% increase in viewership and six straight years of increased in-person attendance. The expansion is anchored by multi-platform distribution partnerships with Samsung TV Plus and Vice TV, alongside a dynamic content ecosystem that offers fans live racing access across all seven MotoAmerica classes for the first time in series history.

OEM UPDATE: BIMOTA IS BACK

Courtesy Of Kawasaki Founded in Rimini, Italy in 1973, the Bimota brand has become synonymous with groundbreaking engineering, handcrafted quality and a relentless pursuit of performance. Since 2020 we have seen exotic Bimotas under the Kawasaki umbrella at EICMA in Milan… However sightings of the Italian stallions in the United States have historically been limited to an occasional Cycle World cover back when the cycle world still had printed magazines. But now, with some help from Kawasaki USA (Booth #55237) and a dedicated dealer, Bimota is back on track. Bimota is proud to announce the limited production availability of select models in the United States through the exclusive U.S. dealer, Bimota Spirit. Available models include the KB998 Rimini World Superbike race machine, the revolutionary Tesi H2 and Tesi H2 TERA, along with the distinctive KB4 and KB4RC. Each model represents Bimota’s continued commitment to delivering exceptional motorcycles with high-end performance and timeless Italian craftsmanship. “For more than 50 years, Bimota has been designing emotions,” says Bob Steinbugler, founder and co-owner of Bimota Spirit, “And for the last 46 years, we at Bimota Spirit have been dedicated to collecting and preserving these emotions… we want to be one of the stewards of the ‘spirit’ of the company that built it.” Today, through its partnership with Kawasaki, Bimota continues to push the boundaries of motorcycle design by combining Italian artistry and craftsmanship with Kawasaki’s worldrenowned performance and engineering expertise.

“Our broadcast performance in 2026 shows there is a strong appetite for motorcycle road racing when fans have easy access to the racing,” reports Chuck Aksland, Chief Operating Officer of MotoAmerica. “Our partnerships with Samsung TV Plus and VICE TV have expanded our reach significantly, putting MotoAmerica in front of millions of motorsports fans while also introducing our racing to a new audience.” The series’ momentum across viewership, attendance and fan engagement is backed by strong distribution support and content accessibility: Samsung TV Plus: Reaching over 110 million active monthly users, Samsung TV Plus delivers live racing on Samsung TV Network (STN) and hosts MotoAmericaTV, a dedicated 24/7 FAST channel. Distribution continues to scale globally across North America and into expanding international markets, including Canada, Australia, New Zealand, and beyond. Vice TV Partnership: Serves as the official broadcast partner for the Quad Lock Superbike Championship, providing live linear cable coverage across race weekends. Mainstream Cross-Pollination: Cultural reach has been further elevated through the six-part docuseries Hooligans: The ARCH Racing Project, featuring Keanu Reeves, bringing new audiences into motorcycle road racing. Collectively, these multi-channel initiatives have brought more eyes, more fans, and more engaged sponsors to the sport, setting a strong tone heading into 2027—the second year of the landmark Samsung partnership, claims Askland. Through the first eight events of the season, total broadcast viewership surged 5.4x year-over-year – representing a 540% increase compared to the same period in 2025. Cumulative household reach similarly expanded tenfold (a 1,000% increase) across North America.

“This quarter’s recipients demonstrate the many ways responsible recreation and long-term outdoor access go handin-hand, from introducing young people to lifelong outdoor activities to maintaining the trails and riding areas enthusiasts depend on,” notes Steve Nessl, Yamaha Motorsports marketing director. “We’re also proud to continue our support of All Kids Bike for a fifth year, helping give kindergarteners at more than 50 elementary schools nationwide the opportunity to learn how to ride a bike through their physical education programs.” The latest grants fund projects ranging from youth boating, fishing, and bicycling education to trail rehabilitation, new trail development, improved wayfinding and track and ridingarea safety. The quarter also brings together Yamaha OAI and Yamaha Rightwaters to help expand outdoor recreation opportunities for young people through boating and fishing programs on California’s Catalina Island.

YAMAHA OUTDOOR ACCESS CONTINUES

Six dealerships and Yamaha Motor Corp. are awarding more than $225,000 in second-quarter funding through the Yamaha Outdoor Access Initiative (Yamaha OAI). With the dealers on point the OAI grants support responsible access to outdoor and motorized recreation through youth education, trail stewardship, ride area safety improvements and enhanced access opportunities.

Yamaha OAI accepts applications year-round and awards grants quarterly to eligible organizations working to improve access to outdoor recreation. The program prioritizes projects that promote safe and responsible motorized recreation, maintain and improve trails and riding areas, and help protect sustainable access to public lands. All outdoor recreation groups are encouraged to learn more and apply at: www.YamahaOAI.com

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Back in April, Massimo Group (Booth # 56217) announced the appointment of Quenton Petersen as Chief Executive Of ficer, ef fective April 14, 2026. David Shan transitioned to Executive Chairman and remains actively involved in the Company’s strategic direction and operations. Petersen has been with Massimo Group for 9+ years and has played a key role in the Company’s growth and development. “I’m honored to step into the CEO role at a pivotal time for Massimo Group,” claims Petersen. “Over the past nine years, I’ve seen firsthand the strength of our manufacturing capabilities and our platform across utility vehicles and electric mobility. As the industr y evolves, we are seeing growing demand for more intelligent, application-driven solutions, and we believe our existing product lines provide a strong foundation to explore the integration of advanced technologies, including AI-enabled features.” “Quenton has been instrumental to Massimo’s success, and I have full confidence in his leadership,” said Shan. “I look for ward to continuing to work closely with him and the team as Executive Chairman.”

Extra! Extra! Read all about it. Veteran motojournalist joins the Motorcycle Industr y Council (Booth #59228) With the hiring of Greg Drevenstedt as Media Relations and Communications Specialist, MIC has added nearly two decades of motorcycle industr y media experience to its Communications team. The former Rider magazine editor-in-chief, Drevenstedt will focus on media outreach and content development while suppor ting communications ef for ts across the association. Drevenstedt’s connection to MIC actually predates his new role. He represented Rider at ever y AIMExpo since the inaugural show in 2013, giving him years of firsthand experience with MIC’s industr y events and many of the companies the association ser ves. He worked his way up from Road Test Editor to Senior Editor and finally Editor-in-Chief in late 2020. In 2022, he became the Motorcycle Content Director, overseeing Rider, American Rider and Woman Rider (a femalefocused website and newsletter). Drevenstedt is already putting that experience to work for MIC and its members. He recently joined Buckner Nesheim, MIC’s Director of Research & Statistics, during “MIC Symposium #32: What’s Driving Q2 Powerspor ts Sales?”

Herohub welcomes Josh DeMoe as Director of Performance Groups & Strategic Partnerships. Herohub is excited to announce the addition of Josh DeMoe to its leadership team as Director of Performance Groups & Strategic Partnerships. With more than 25 years of hands-on HarleyDavidson experience, Josh has spent over two decades working within the Harley-Davidson (Booth #60217) dealer network, followed by five years serving on the Harley-Davidson Motor Company, Inc. Dealer Operations Consulting team, where he worked with over 125 dealerships nationwide to improve processes, train leadership teams, and implement operational systems that consistently resulted in resilient and predictable growth. In his new role, Josh will lead high-impact Performance Groups, Dealer Operations Bootcamps and one-on-one coaching, helping dealerships streamline operations, strengthen leadership, and achieve measurable results. He will also cultivate strategic partnerships with industry leaders and companies aligned with Herohub’s mission of helping dealerships succeed. “Josh has a deep understanding of dealership operations and leadership,” said Jared Burt, CEO of Herohub. “His extensive experience with Harley-Davidson dealers and expertise in building high-performing teams make him an invaluable addition to our mission of empowering dealerships to achieve sustainable growth.” Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

As part of the new leadership structure, Triumph has appointed David George as Chief Sales Officer. George joined Triumph September 1, 2026, with responsibility for leading the company’s global sales organization and dealer network. A passionate motorcyclist and respected automotive industry executive, George brings extensive international experience across sales, marketing and retail operations. He has held senior leadership positions with Volkswagen Group, Audi, Mercedes-Benz, MINI and BMW in the UK and Canada. He joins Triumph from BMW UK, where he most recently served as CEO with responsibility for BMW Cars, BMW Motorrad and MINI. Commenting on the appointment, Nick Bloor said: “David brings outstanding commercial expertise, a strong understanding of premium brands and extensive experience working with dealer networks. His leadership will be invaluable as we continue to grow Triumph’s global business, strengthen our dealer partnerships and deliver sustainable growth across our markets.”

Triumph has also appointed Nick Bell as Chief Marketing Officer. Bell has worked with Triumph for more than a decade with strategy consultancy OC&C. Since then, he has held senior commercial leadership roles spanning strategy, marketing and e-commerce, most recently serving as Chief Operating Officer at global online wine retailer Vivino. Over the past year, Bell has collaborated closely with Triumph on strategic initiatives focused on long-term growth and business development, gaining a detailed understanding of the company’s customers, operations and future ambitions. As CMO, he will play a key role in building on Triumph’s legacy, strengthening the brand’s global appeal and ensuring it continues to connect with existing customers and future generations of riders. Nick Bloor added: “Nick already has a strong understanding of our business, our customers and our ambitions. His experience across strategy, marketing and digital commerce will be invaluable as we continue to invest in the Triumph brand and strengthen our connection with riders around the world.”

Triumph trio: Triumph Motorcycles (Booth #58229) recently changed up the executive team following the announcement that Chief Commercial Officer Paul Stroud will be retiring later this year. Stroud played a pivotal role in the company’s global growth. During his tenure, Triumph’s annual global motorcycle sales have grown from approximately 45,000 motorcycles to more than 140,000 motorcycles, supported by significant expansion of the company’s international dealer network, growth in emerging markets and a substantially broader product range. Over the same period, Triumph has expanded into new segments and attracted new customers through the launch of its 400cc range and its entry into Motocross and Enduro, while continuing to strengthen its position in established markets and extend its presence in emerging markets around the world. Nick Bloor, Chief Executive Officer of Triumph Motorcycles, said: “Paul has made an exceptional contribution to Triumph over 18 years and has played a central role in establishing the company as a truly global business. His leadership and close partnership with our dealers and distributors have helped us expand our global reach, enter new motorcycle segments and welcome significantly more riders to the Triumph brand around the world. On behalf of everyone at Triumph, I would like to thank Paul for his outstanding service and wish him every happiness and success in his retirement.”

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While the ownership and name are changing, the end game remains in play… “Our commitment remains the same. We are dedicated to providing exceptional customer service, a family-oriented atmosphere, and the sales, parts, service, and financing our customers deserve. We look forward to building on the strong foundation and legacy that has been established over the past 47 years.” He adds, “This opportunity is about more than growth — it’s about honoring a legacy, investing in the powersports community, and ensuring that riders and families across Oklahoma continue to have a dealership they can trust for years to come. “I want to sincerely thank our customers, employees, friends, family, and everyone who has supported us throughout this journey. Your trust and support have made moments like this possible. We are excited for the future and look forward to welcoming both familiar faces and new customers to Oklahoma Powersports. “We’re just getting started!”

OKIES FROM MUSKOGEE EXPAND

“

few years ago, we had the opportunity to purchase Muskogee Powersports,” recollects Ron Shumard. “What started as an exciting new chapter has grown into something truly special, thanks to our incredible customers, dedicated employees and the support of our communities. I’m excited to share another major milestone. We have officially purchased Tulsa Powersports / Honda of Tulsa — a dealership that has proudly served Oklahoma riders and outdoor enthusiasts for 47 years at the legendary corner of 21st and Yale.” According to Shumard, the dealership will now operate as Oklahoma Powersports. “At Oklahoma Powersports, we are proud to carry Can-Am on-road and off-road vehicles, Sea-Doo personal watercraft, Honda motorcycles and Honda Power Products. Together with Muskogee Powersports, where we proudly offer Can-Am, Yamaha, Sea-Doo, Suzuki, CFMOTO and Kayo, we are excited to provide an even greater selection of products and services to customers across Oklahoma.”

growing regions. The new ownership group is committed to building upon the strong reputation established by Kent Powersports while investing in its employees, customers and communities. “This acquisition represents more than a change in ownership — it’s the launch of Republic Powersports and a long-term commitment to growth throughout Texas,” added Lecompte. “We are excited to build on the solid foundation that Jeff Kent, Matt Goulais and their team have created.” The transition is expected to be seamless, with customers continuing to receive the same trusted sales, service, parts, and financing support from the experienced teams at each location. “We appreciate Jeff and Matt’s stewardship of these dealerships and Congratulate Jeff on his admission to the MLB Hall of Fame and wish Matt the best in travels and retirement,” said the ownership group. “We are excited to begin this next chapter as Republic Powersports and continue serving the vibrant powersports community throughout Texas.” The transaction was brokered by Andre Lecompte of Rockmoor Consulting, whose expertise helped facilitate the successful acquisition.

PLAY BALL! NEW TEAM TAKES THE FIELD FOR KENT

About Republic Powersports Republic Powersports is a Texas-based dealership group dedicated to providing exceptional powersports sales, service, parts, and customer experiences. Operating dealerships in Austin, San Antonio, and New Braunfels, Republic Powersports is committed to serving riders with industry-leading brands, knowledgeable staff, and a customer-first philosophy while investing in the communities it serves.

ed by industry veterans Shane Talbert, Andre Lecompte and Gerald Lindenmuth, Republic Powersports has acquired Kent Powersports from former Major League Baseball All-Star and Hall of Fame player Jeff Kent and Operating Partner Matt Goulais. The transaction marks the beginning of an exciting new era for one of Texas’ premier powersports dealership groups. “Kent Powersports has built an outstanding legacy of serving powersports enthusiasts throughout Central Texas,” said Shane Talbert. “We are honored to continue that tradition while investing in the future of these dealerships. Our focus is simple: deliver exceptional customer experiences, support our employees, and strengthen our relationships with the manufacturers and communities we serve.” The acquisition includes three dealership locations serving San Antonio, Austin and New Braunfels, giving Republic Powersports’ presence across one of the nation’s fastest-

OCTOBER 2026

THE LIGHTS GO OUT FOR NEW HAVEN POWERSPORTS

ealer news from New Haven Powersports: “After 54 incredible years of business, the time has come for our family to hang up our helmets and retire our dealership,” says GM Chris Green. “Our final day open will be August 29th.” Led by the legendary “Chief” the crew from Connecticut took Dealernews Top 100 honors 9 times from 1993-2014. Founded in 1972 as New Haven Suzuki by Dave “Chief” MacQuarrie, the Connecticut-based dealership was later run by his daughter, Jodi Green, with Chris Green serving as General Manager. “When our father Dave/Chief opened the doors in 1972, he hoped to share his love of motorcycles with our neighbors. We never could have imagined the lifelong friendships, the generations of families and the countless miles we would share with all of you,” Green adds. “To our loyal customers, our dedicated team and our entire motorcycling community: thank you. Thank you for letting us be a part of your journeys, for trusting us with your bikes and treating us like family. Stop by and see us before the doors close for the last time on August 29th. Let’s share one more story and look back at the ride of a lifetime.” With deep gratitude, Jodi, Brooks & Chief

END OF THE ROAD FOR ROUTE 12

he Motor Company is showing signs of recovery, but the venerated brand is not out of the woods yet. Route 12 Harley-Davidson shut down Saturday September 26, 2026. Formerly Hamilton Harley-Davidson before it changed hands just over four years ago, it looks like the end of the road for the Sturgis, Michigan, store. “It’s been an honor and a privilege to serve our riding community” said the statement to the Route 12 Riders and customers. “Unfortunately, Route 12 Harley-Davidson will be permanently closing. This is not an easy decision, as we have poured our heart and soul into this business over the last 4.5 years.” However they went out on a high note with record participation in the Breast Cancer Awareness bash the last weekend of August (bringing more than $17,000 for charity) and events were scheduled right up through September 26. “It has been a pleasure serving the Sturgis and surrounding areas. We are saddened by the void our closure will leave in the riding community.”

Running a Dealership is Your Expertise. Selling One is Ours. The work behind a sale begins long before a dealership goes to market. Most dealers navigate a sale only a few times in their careers, making experienced representation especially valuable. At Performance Brokerage Services, we work in the market every day, helping dealership owners plan ahead, evaluate exit and succession options, and make informed decisions from the earliest conversations through closing. Backed by over 30 years of experience and 900+ transactions, our Harley-Davidson & Powersports Division brings specialized dealership M&A experience to the powersports industry.

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Powersports generates over $50 billion US dollars in consumer spending each year. An industry of this size needs an annual place to learn, network, and keep up to speed on current consumer trends. AIMExpo is that place. Open only to dealers and industry professionals, AIMExpo is North America’s powersports trade show supporting and growing the powersports industry. As a platform for brands, manufacturers and distributors to launch new products and engage with dealers, media outlets and influencers, AIMExpo provides a gathering place for powersports to engage, learn about and discuss the important issues currently facing our industry, and take part in education opportunities that drive profitability. All in one place, at one time! To help navigate the show, AIMExpo even has its own dedicated app: s23.a2zinc.net/clients/MIC/aime26/Public/Content. aspx?ID=1414

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REAL MOMENTUM. LEAN INTO YOUR BRAND’S GROWTH POTENTIAL.

RESERVE YOUR BOOTH W W W. S E M A S H O W. C O M

WELCOME TO YOUR SHOW

Welcome to the 2026 SEMA Show! As we gather in Las Vegas, there’s no better place to see how our shared industries continue to evolve — and how SEMA is evolving right along with it. A prime example is the growing powersports community you’ll find in the West Hall. This year, our expanded Powersports/ SxS/Lifestyle section joins truck, SUV and off-road exhibitors, reflecting how enthusiasts actually use and personalize their vehicles today. Dirtbikes, streetbikes, V-Twins, ATVs, UTVs and trucks increasingly share the same garages, trails, technologies and customers. Special thanks to the teams at Dealernews and the National Powersports Dealer Association to help make this vision possible. For SEMA, bringing these communities together is a natural progression. Powersports businesses face many of the same opportunities and challenges as businesses in the traditional automotive aftermarket, from vehicle modification, data and emerging technologies to emissions compliance, off-road advocacy and land access. These are all areas where SEMA already has resources, expertise and a powerful voice. Our commitment to the powersports sector also extends beyond the show floor. We’re pleased to announce the addition of a new Powersports Council to SEMA’s industry councils and networks, giving this growing community a stronger voice within the association and greater access to the resources we provide. It’s another example of how SEMA brings businesses together, helping them address common challenges and create new opportunities. SEMA’s recent acquisition of ORBA also strengthens the off-road community by expanding advocacy, industry collaboration, education and business opportunities that help protect and grow off-road recreation for enthusiasts, manufacturers, dealers, and aftermarket companies alike. These opportunities extend well beyond the powersports and off-road communities. The SEMA Show is the industry’s premier venue for meeting new customers, suppliers and technology partners, while discovering new products, ideas and markets across the aftermarket. From business and education to emerging technologies, feature vehicles, outdoor activations and industry events, the SEMA Show reflects the vibrant pulse of the specialty aftermarket. We invite you to immerse yourself in SEMA Week, starting with Tuesday morning’s Kickoff Breakfast featuring special guests Jay Leno and Harley-Davidson President and CEO Artie Starrs. Artie, who previously served as CEO of Topgolf International and held senior leadership roles at Pizza Hut, will share insights on business leadership. We also encourage you to cap off your show experience at SEMA Fest, the SEMA Show’s musical afterparty. Throughout the week, uniting buyers and sellers remains at the show’s heart. You’ll discover new products and ideas, strengthen relationships and make unmatched face-to-face business connections. In addition, the show supports the work SEMA does for your industry throughout the year in advocacy, market research, vehicle technology and other areas critical to our members’ businesses. This fall, we’ll reinforce that work with an updated Economic Impact Report measuring our industry’s economic, employment and tax impact. Our first report, released in 2023, found that the specialty-equipment industry contributed more than $336 billion to the U.S. economy annually. The 2026 report will again deliver important data — down to the congressional and state legislative district level — that demonstrate our industry’s value to the economy. As a nonprofit trade association, SEMA reinvests all the Show’s proceeds into protecting, promoting and growing this industry. That’s what makes this more than a trade gathering. It’s your Show, and your participation strengthens your business and the industry. So again, welcome, and enjoy the 2026 SEMA Show! Mike Spagnola, Chief Executive Officer of SEMA

“There’s no better place to see how our industry continues to evolve — and how SEMA is evolving right along with it.” — SEMA CEO Mike Spagnola 25 OCTOBER 2026

SEMA NEWS & NOTES

HARLEY SET FOR SEMA

Confirming its commitment to the motorcycle market SEMA announced Harley-Davidson is a foundational anchor for the new Powersports Pavilion. “The addition of Harley-Davidson brings an iconic name and a passionate enthusiast base to the SEMA Show’s Powersports section,” says SEMA VP of Events Tom Gattuso. “Harley-Davidson has helped shape motorcycle culture for generations, and its participation reinforces the strong connection between powersports and the automotive aftermarket.”

SEMA GETS SERIOUS ABOUT POWERSPORTS

The customer is always right? In direct response to requests from membership, the Specialty Equipment Market Association (SEMA) is inviting dealers to the world’s biggest aftermarket event. A dedicated Powersports / SxS / Lifestyle section is set for November 3-6 in Las Vegas. “Powersports will be anchored in the West Hall, utilizing a layout designed for long-term growth,” says SEMA Trade Show Director Andy Tompkins. “The location does offer unique access to adjacent parking lots for dynamic outdoor ‘activations’ and vehicle demonstrations.” Inside the West Hall, the showfloor will undergo an evolution to group Trucks, Off-Road and Powersports together, reflecting the “total package” approach enthusiasts take toward their adventure builds.

The Motor Company joins the show’s expanded Powersports, SxS & Lifestyle section, explains Gattuso. “The addition of HarleyDavidson highlights the growing significance of powersports within the aftermarket industry and brings one of the world’s most recognized motorcycle manufacturers to the SEMA Show. We’re seeing tremendous interest from leading brands, and this section will give attendees a front-row seat to the innovations shaping the future of powersports.” Harley joins a growing roster of powersports exhibitors that includes OEMs, distributors and aftermarket icons alike. Denago, Harley, Kawasaki, KYMCO, Mahindra, Massimo and Moto Morini are all among the early adapters. Turn 14, with its roots on the automotive side is all-in for Las Vegas with its full powersports portfolio on the distribution side. KYT helmets and Showa suspension are among those signaling strong industry support for the expanded section while FinTech firms like Ekho are betting on the market… even Find It Now will find itself part of SEMA’s new Powersports Pavilion.

“Dealers can expect an immersive and highly interactive experience that mirrors how they actually live and work,” Tompkins adds. “By grouping powersports and lifestyle gear alongside our world-class truck and off-road sections, we are providing an unmatched opportunity to see the latest in the adventure market.” The new section allows the entire ecosystem to gather, learn about the latest products, take part in cutting-edge education and unite to solve opportunities and challenges facing the powersports marketplace.

BIKES ADDED TO BATTLE OF THE BUILDERS

SEMA continues to roll out the red carpet to welcome the powersports industry to the 2026 trade show. We spotted some

of the SEMA crew scouting talent at Born Free 17 and they made it official that motorcycles have been added to the annual “Battle of the Builders.”

already produce products for at least one type of powersports or recreational vehicle, while 47% of retailers and installers sell to these segments.

“It’s always exciting to see builders push creative boundaries year after year, and the addition of powersports brings an entirely new level of energy and excitement to the program,” states SEMA VP of Marketing RJ de Vera. “Battle of the Builders continues to evolve alongside the industry, and we’re excited to see how builders push innovation at the 2026 SEMA Show.”

Even for non-members and powersports people can access the research: sites.sema.org/market-research

Now in its 13th year, the competition continues to stand as the automotive aftermarket’s premier platform for custom builders exhibiting at the SEMA Show, and for 2026 it will expand to include motorcycles, introducing an additional set of awards recognizing the Top 3 standout bike builders and an overall motorcycle champion. More details for the 2026 SEMA Battle of the Builders Presented by Mothers can be found at: www.semabotb.com

TOOL TIME SET FOR SEMA

In addition to getting in on the ground floor of the Powersports Pavilion, the new South Hall upper level will highlight the tools of the trades. From hand tools and power tools to diagnostic equipment, shop systems, lifts, fabrication tools, and specialty service equipment, the section will highlight innovations designed to improve efficiency, safety, and accuracy in every shop.

BY THE NUMBERS

The numbers are in, and SEMA’s newest market research report reveals where growth opportunities are emerging across the specialty-equipment industry. The specialtyequipment market remained steady and resilient this past year, generating $52.92 billion in accessory and performance parts sales despite mixed economic conditions. SEMA’s newly released “2026 SEMA Market Report” explores the trends, consumer behaviors and vehicle-market shifts shaping the future of the automotive aftermarket. From pickup truck modifications and performance upgrades to changing demographics and powertrain trends, the report provides data-driven insights to help businesses identify opportunities and make informed decisions. Vehicle personalization remains a cornerstone of the aftermarket. Approximately one in four vehicle owners purchased accessory or performance products to personalize their vehicles in 2025, reinforcing the continued demand for customization across a broad range of consumers. Certainly for the first-timers from the powersports world, there is no bigger growth opportunity than tapping into the adjacent automotive business. It is not as big a stretch as most motorcycle dealers think. SEMA’s membership is already a powerhouse in the powersports sector. According to SEMA Research, 60% of specialty-equipment manufacturers

“The Tools & Equipment category is fundamental to everything that happens across the automotive aftermarket,” said SEMA Vice President of Events Tom Gattuso. “Whether it’s diagnostics, fabrication, or daily service work, professionals rely on advanced tools to get the job done right. The SEMA Show brings together the industry’s most trusted legacy brands and the newest innovators, giving attendees a firsthand look at the solutions shaping the future of automotive and powersports work.” Overall, exhibitor commitments for the 2026 SEMA Show have surpassed 1 million net square feet of indoor exhibit space, with more than 2,000 brands preparing to connect with a global audience Nov. 3-6 in Las Vegas. The event remains one of the largest and most influential trade shows in the country, reflecting continued investment and growth across the automotive aftermarket. The 2026 SEMA Show will take place Nov. 3-6 in Las Vegas as part of the broader “SEMA Week” experience, which includes public access on Friday and the high-energy SEMA Fest.

OCTOBER 2026

For detailed booth locations go to: sema26.mapyourshow.com/8_0/floorplan

OCTOBER 2026

POWERSPORTS EXHIBITOR LISTINGS AGM Products...........................................................................................................56243 AO Coolers...............................................................................................................57247 APPS2Car.................................................................................................................58250 ARK.........................................................................................................................59219 Beachman................................................................................................................59222 Bilmola / KYT............................................................................................................58217 Bilmola USA..............................................................................................................58217 BLP MOTO................................................................................................................58233 Burromax.................................................................................................................60230 Changzhou FMOL Machinery Technology Co. Ltd.........................................................57232 Clore Automotive......................................................................................................57248 Cobra Electronics......................................................................................................57246 Dealernews..............................................................................................................59245 Denago PowerSports.................................................................................................57217 DUNEGEAR.COM........................................................................................................57236 E Ride Pro................................................................................................................60224 Ekho........................................................................................................................57255 Elka Suspension........................................................................................................57237 Esportlet Corp /Macfox..............................................................................................59216 Eurogrip Tires...........................................................................................................58249 Find It Now USA........................................................................................................59221 Fit-Ear......................................................................................................................59217 Geiser Performance..................................................................................................60233 Harley-Davidson.......................................................................................................60217 Inferno USA Eyewear.................................................................................................57228 INNO Advanced Car Racks.........................................................................................59239 Iron Lilly...................................................................................................................60251 JIANGSU JINSHENG AUTO PARTS CO.,LTD.....................................................................59233 Kawasaki Motors Corp., USA......................................................................................55237 Kayo USA.................................................................................................................58243 KYMCO USA, INC.......................................................................................................55245 Mahindra Ag North America.......................................................................................55229 Marstrail..................................................................................................................59225

Massimo Motor.........................................................................................................56217 McGraw Powersports................................................................................................58254 Modiseal Tech LLC.....................................................................................................60216 Moto Morini Motorcycles...........................................................................................57229 MotoHunt.................................................................................................................59235 Motorcycle Industry Council/Ride With Us...................................................................59228 National Powersport Auctions....................................................................................61246 National Powersports Dealer Association...................................................................60247 Ningbo Norwayho Auto Parts Co. Ltd..........................................................................60220 NINGBO YUTONG ELECTRIC APPLIANCE CO., LTD..........................................................57234 NiteRider Technical Lighting......................................................................................61229 Piaggio Group Americas............................................................................................56229 Pro Air Suspension....................................................................................................59255 Rabaconda...............................................................................................................58255 Risk Racing / Plews Tires / STKR Concepts..................................................................56247 Ruedamann Ramp.....................................................................................................57238 Ruian Sanshan Vehicle Parts CO.,LTD.........................................................................59231 Santa Cruz MFG........................................................................................................60234 Shock Therapy Suspension........................................................................................60239 Showa Performance..................................................................................................55217 Specialty Auto Parts USA, Inc. / Proform.....................................................................57242 Squire Locks USA......................................................................................................57251 TAIZHOU PDD AUTO PARTS CO.,LTD............................................................................56235 TERRA Motorcycles...................................................................................................60216 Torch Craft Marine....................................................................................................57223 Triumph Motorcycles.................................................................................................58229 Tuff Jug....................................................................................................................59220 Turn14.....................................................................................................................21403 Upfit UTV..................................................................................................................60227 UTV Stereo (Stinger).................................................................................................55257 WABAM....................................................................................................................58239 Zhejiang Huaxia Auto Parts Co.,Ltd............................................................................60218 ZSOUL LED...............................................................................................................56237

OCTOBER 2026

POWERING UP POWERSPORTS

SEMA’s Expanded Powersports Pavilion Brings Vehicles, Gear, Brands & Outdoor Experiences Together By Michael Imlay

ince the very first SEMA Show held at the Los Angeles Dodgers Stadium in the late 1960s, the event has grown to become an industry powerhouse and North America’s number one automotive trade show. Constantly evolving, each year brings exciting new changes to the show, which continues to reflect the vibrant and expanding specialty aftermarket. Among the biggest evolutions planned for 2026 is an expanded Powersports, SxS & Lifestyle section taking up residence in the Las Vegas Convention Center (LVCC) West Hall.

we’ve seen within this sector over the past several years. So, we’re looking forward to presenting a great package to our powersports and motorcycle dealers in November.

To better understand the significance of this development for exhibitors and attendees, we turned to SEMA Vice President of Events Tom Gattuso and SEMA Trade Show Director Andy Tompkins.

Andy Tompkins: And I’ll add that this section is a great complement to the truck, SUV and off-road section, demonstrating a lot of synergy between the communities. We’ll also have lifestyle brands joining the section, including for example, eyewear, apparel, protective gear and many other products.

DN: Let’s start with an easy question: How is the SEMA Powersports Pavilion looking? Tom Gattuso: The section is coming along extremely well. With just weeks to go until the Show, we’re really excited about the support this section is seeing. New brands are joining every day, and the momentum is unlike anything

We’re especially pleased to announce that the section is being rounded out with many endemic brands within the powersports and motorcycle industries, including some of the largest and most iconic in the OE space like Denago, Harley-Davidson, Kawasaki, KYMCO, Mahindra and Moto Morini to name just a few.

Plus, we’re seeing incredible support from the adventurelifestyle and powersports recreation communities. All combined, the brands that we’re attracting will represent the full powersports ecosystem, from the vehicles you ride, to what you’re wearing and carrying when you ride them, to the experiences you can enjoy in off-road recreational areas.

DN: It sounds like quite an extensive show section. TG: Yes, and it will be great anchor to complement the truck and restyling exhibitors we have each year in the West Hall. With these and all our other aftermarket communities, we’re going to be able to present a completely full Convention Center in November, delivering plenty of opportunities for SEMA Show attendees to see the latest products and network with brand leaders. They’ll especially gain a deeper understanding of the crossover between our industry’s many lifestyle communities, including SUVs, trucks, trailers and toy haulers, motorcycles, sideby-sides, overlanding and many other forms of motorized recreation. It’s all going to be at this year’s Show. AT: We’re also planning some exciting outdoor activations in the Diamond Lot, adjacent to the West Hall. The “Trail To SEMA,” managed by Ian Johnson of Big Tire Garage, is just one of the outdoor anchors currently in the works. These activations will recreate some of the authentic experiences made possible through powersports vehicles and products. They’ll complement the indoor exhibits, so attendees will have a lot to explore both indoors and outdoors. DN: SEMA has been expanding its support to the powersports community at many levels. How does this space reflect that outreach? AT: We’ve been working with the National Powersports Dealer Association (NPDA), and we are finding our organizations share the goal to support powersports dealers and the lifestyle they represent. NPDA has been instrumental in getting the word out to dealers, eliciting industry support, and helping us create an authentic representation of the entire powersports community. SEMA Show participants will benefit from exposure to product categories and business leaders we haven’t typically highlighted in this space. We’ll create a much more horizontally integrated powersports section than our attendees have experienced in the past.

Conversely, all the various powersports niches will gain access to a lot of small businesses within the SEMA community — something very beneficial for them. Powersports dealer attendees will be able to connect not only with their suppliers, but also with SEMA education opportunities and a larger aftermarket community that they can now see as part of their own. This crosspollination will spark new ideas they can take back to their shops and businesses. Many dealers are vehicle enthusiasts who own trucks and trailers along with their powersports vehicles. They modify cars. They also love to see new builds, so we’re really talking about kindred spirits here. DN: You’ve touched on some of the opportunities for powersports dealers. What specifically can they expect to gain from attending the 2026 SEMA Show? TG: In addition to the work we’re doing with NPDA, we’ll also have Dealernews magazine doing live interviews and bringing dealer-pertinent information to the powersports community, so the segment’s media and storytellers will be involved as well. It’s cool to see so many aspects of powersports coalescing to create this unique experience. We’re putting together an entire package that will help powersports dealers learn about new product innovations and how they can incorporate them into their businesses. AT: For a decade or longer, we’ve seen powersports dealers attend our Show to accomplish many of the goals that Tom just outlined. Now we’ll be able to deliver a lot more in an exciting, comprehensive manner that builds the community and creates further opportunities for all. DN: And how about traditional SEMA Show attendees? What will this expanded section offer them? AT: On the flip side, I think most SEMA Show attendees are in search of new products. Our surveys indicate that’s their number one reason for coming each year. This expanded Powersports Pavilion means more new products — that’s a win for any SEMA attendee. But, similar to the powersports community, a lot of our vertical buying communities — collision repair specialists, retail jobbers, builders, vehicle dealers, etc. — are enthusiasts as well. They’re passionate about the automotive lifestyle, including its intersection with powersports. It flows both ways, so they’ll also discover new products, innovations and business connections. In all, we’ll have 12 different product communities and more than 40 different buying communities at the SEMA Show. Each brings something unique while bolstering the others. Strengthening our powersports platform and adding more lifestyle components means more opportunity for all. Continued on page 34

OCTOBER 2026

Continued from page 33

DN: Switching gears, you’ve mentioned that the Powersports Pavilion goes beyond vehicle parts and accessories to embrace “lifestyle.” Can you elaborate on that lifestyle concept? AT: We’ve advanced lifestyles for many years at the SEMA Show through the many products that we showcase. Modifications are a great example when you think of businesses and enthusiasts wrenching in their shops and garages. But what’s unique about this section is how it intersects with a variety of business and enthusiast interests.

SEMA has been working with players in the powersports game, including Dealernews. Left to right CEO Mike Spagnola, VP Tom Gattuso and our own Bob Althoff.

TG: I’d also add that attendees come to the Show with their end-user enthusiasts in mind. So, when a buyer walks the show knowing what their customer is looking for, they’ll find a full gamut of products, solutions and services. For example, if you’re an off-road outfitter and lifting trucks for customers to go overlanding, you’ll also find brands selling racks, protective eyewear and a wider assortment of other gear and products in line with your customers’ passions. DN: Speaking of off-roading, SEMA also has been upping its efforts to serve that niche, notably through the acquisition of the Off-Road Business Association (ORBA). How does this section enhance those association efforts? AT: Beyond the SEMA Show itself, there’s always another important goal. Bringing our industries together enhances our collective voice for advocacy. This industry believes in the right of choice — to modify, repair and recreate freely and responsibly. We need to collectively address obstacles to those rights, whether in D.C., at the state level, or elsewhere.

There’s a whole world built around outdoor recreation and wilderness themes. For instance, think of overlanding and all the products you need to stay comfortable outdoors — generators, camping equipment and furniture, and offthe-grid power generation. And so many people who enjoy outdoors adventuring also tow and enjoy powersports vehicles. So, the ability to get to a great recreation area and enjoy an amazing powersports adventure goes far beyond the vehicle. That’s the lifestyle concept reflected here. TG: Also, when you look at a lot of global sectors like truck and off-road, overlanding, dirtbikes, street bikes, and Side-by-Sides, there’s a horizontal marketplace of services for these each of these vertical communities. Until now, we’ve never really had an opportunity to showcase them all within proximity to another. As we continue to evolve this section, our vision is to help businesses keep the full range of end users in mind. We’ll highlight what all these customer bases are looking for, what they have in common, and how your business can best serve their needs. DN: So, the recent addition of Convention Center’s West Hall couldn’t have come at a better time — it provided plenty of space for all this.

Continued access to public lands is a particular issue for this community, whether they off-road in a truck, ATV/UTV or on a dirtbike. But it’s not the only issue faced by offroaders, and SEMA is building its advocacy on all fronts. When you participate in the show, you help support all those efforts. By uniting, we create a stronger voice to preserve the automotive lifestyle for generations to come. I think that’s very powerful for many of our attendees--they want this. It’s more than just business; it’s a passion. And advocating on their behalf is one of our primary missions. We want to protect and grow all our industry’s categories for the future.

Better together! SEMA CEO Mike Spagnola and NPDA Show Runner Tigra Tsujikawa. Continued on page 36

Conquer any season with the Massimo Sentinel 570 and 770 UTVs. Equipped with fully enclosed cabs, factory A/C, heat, and touchscreen tech, these rugged workhorses redeﬁne all-terrain comfort. Visit us at SEMA:

West Hall 56217 MASSIMOMOTOR.COM

Continued from page 34

DN: Before we end this interview, are there any other special developments or surprises in store for the powersports community? TG: Definitely! One thing we picked up on very quickly while developing this section is the incredible talent and creativity of bike builders. There are some incredible builds out there, so it felt natural to incorporate a bike category into our Battle Of The Builders (BOTB) contest this year. We’ve also gathered some of the motorcycle industry’s biggest names to act as curators and judges of the vehicles that will be displayed at the 2026 SEMA Show.

TV deal? Tom Gattuso and Triple B Media’s Anthony Bailey

TG: Absolutely. Now we’re in a place where we can fully mirror the marketplace of all these growing categories. We plan to continue evolving West Hall into a highly popular venue, just as we have with the other LVCC halls. The exhibits and activities in the West Hall add a lot of value to the SEMA Show and create excitement among brands and attendees.

AT: We can’t wait to present this new BOTB category, Bike Builder Shootout, to the industry and put SEMA on the map as the place where you can see not only automotive innovation, but also powersports innovation that’s second to none. TG: People love the creativity and engineering excellence unleashed each year in BOTB. Adding a motorcycle class brings even more of what we all love. Expect that, right out of the gate, the bike builds at the 2026 SEMA Show will rival anything that motorcycle enthusiasts have seen at any other industry contest or gathering!

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Featuring Comfort Grid Technology™

Powersports customers rarely leave anything stock for long anyway. Pipes, graphics, tires, racks, lighting, seats, luggage, suspension, navigation, riding gear and gadgets are all part of the ownership experience itself. That’s the difference. OEMs manufacture products while the AFTERMARKET creates belonging. One cranks out units while the other builds tribes. Customers today no longer buy transportation alone. They buy identity, participation and affiliation. They want to feel like they belong to something larger than themselves.

Confessions Of A Customer® By Eric Anderson

BUILD IT AND THEY WILL COME

Nobody buys aluminum ADV panniers because Starbucks requires them. Nobody buys 37-inch mud tires for their truck to simply commute to work. Nobody outfits a sideby-side with beadlocks, radios, GPS systems and light bars merely to check fence lines. They buy possibility, adventure and self-expression. That customer perception of avoiding becoming “just another rider” is exactly what the AFTERMARKET understands. Powersports has always been more emotional than practical. When automotive becomes passionate — Jeep culture, overlanding, hot rods, drifting, muscle, vintage or off-road trucks — it begins behaving more like powersports. Which takes more creativity: mass producing the OEM product or fabricating the AFTERMARKET components? That depends entirely on how one defines creativity. But if the question becomes “Who builds the culture?” then the answer becomes much clearer.

The AFTERMARKET Builds The Culture

t’s been 46 years that I have worked in this industry at the highest levels of manufacturing, marketing, distribution, retailing and riding. That earns me the right to say whatever I want… especially now. I am in the process of retiring, sold my consulting companies and no longer answer to any person, marketplace or OEM. That creates a strange kind of freedom because when you are no longer trying to protect a paycheck, retain a customer list or reputation, you begin seeing the Big Picture more clearly than ever before. So here goes: THE AFTERMARKET BUILDS THE CULTURE TO WHICH OEMs WISH TO BELONG. There. That wasn’t so hard was it? Now before angry emails begin arriving from OEM friends, let me say this clearly: The OEMs are terrific. They build the best, coolest and most sophisticated blank canvases on Earth. From affordable entry-level transportation to exotic premium machinery, OEMs engineer incredible products by the thousands with astonishing efficiency, quality and scale. But the AFTERMARKET is terrific, too. The OEM creates the canvas while the AFTERMARKET provides the painting. The rider needs both.

I don’t know of an OEM whose design committee would approve of this image.

Customization and personalization drive passion… and passion drives purchasing. The AFTERMARKET lives closer to the enthusiast. The aftermarket guy usually rides, races, camps, breaks parts, scrolls forums at midnight and spends weekends at events paying retail alongside everyone else. The AFTERMARKET often sees trends before the OEM committees ever schedule the first PowerPoint presentation. That’s why the AFTERMARKET frequently innovates at the speed of imagination while OEMs must innovate at the speed of corporate approvals. Frankly, the AFTERMARKET simply moves faster. Sometimes incorrectly, yes. But still faster. Why did Ducati hire custom builder Roland Sands to help shape the Diavel? Because Sands lives and breathes that culture every single day. Ducati manufactures motorcycles brilliantly, but builders, racers and customizers often understand the emotional pulse of the customer more intimately. Why do automotive OEMs exhibit annually at the SEMA Show even though it is fundamentally an AFTERMARKET show? Because that’s where the imagination lives. At SEMA, stock vehicles become rolling expressions of personality. A factory pickup suddenly transforms into a Mars Rover while a Jeep becomes an overland expedition vehicle ready for Patagonia. Customers leave those shows wanting more than transportation — they want identity. Then they go buy it. Customers can smell fake authenticity instantly — especially in powersports. You cannot fabricate campfire stories. You cannot outsource passion. You cannot algorithm your way into belonging. Culture is earned. And the term AFTERMARKET itself deserves more respect than it receives. Perhaps we should start fully capitalizing it just like OEM. AFTERall, coming second in the food chain of Going-To-Market isn’t necessarily a bad thing. In many ways, the AFTERMARKET is the industry’s cultural R&D department.

“OEMs manufacture products

while the AFTERMARKET creates belonging. One cranks out units while the other builds tribes.

”

Also remember this: the AFTERMARKET does not merely consist of manufacturers producing bolt-on parts and replacement components. It also includes race promoters, event owners, media members, social influencers, club organizers, customizers, tuners, designers, trainers, service providers, insurers and the enthusiasts themselves. These people collectively build the ecosystem that comes AFTER the purchase. That ecosystem becomes the culture. And increasingly, OEMs are hoping for an invitation inside.

OCTOBER 2026

Kawasaki, KYMCO, Mahindra, Massimo, Showa, Triumph and other powersports exhibitors. SEMA is also adding motorcycles to its Battle of the Builders competition for the first time this year. NPDA views SEMA’s increased interest in powersports as a positive development for our industry. Powersports dealers have traditionally operated within a relatively small ecosystem of manufacturers, distributors, vendors and industry events. SEMA brings together more than 2,000 brands from across the automotive aftermarket and provides an opportunity for dealers to see products, technology and business ideas that may not otherwise make their way into the traditional powersports channels. For many longtime dealers, the annual trip to Indy for the Dealer Expo remains one of the best memories of being part of this industry. We went to see new products and learn what was coming next, but we also went to reconnect with old friends, share stories and have a little fun with people who understood the business. Dealers have been looking for an event that can rekindle that sense of community and excitement. With its growing powersports presence and thousands of exhibitors under one roof, SEMA may give us an opportunity to begin rebuilding something our industry has missed for years.

NPDA ON SEMA We Are Better Together By Michael Maledon

he powersports industry will have a much larger presence at this year’s SEMA Show, November 3 through 6 in Las Vegas. For 2026, SEMA is launching a dedicated Powersports, SxS & Lifestyle section in the West Hall, located alongside its Truck and Off Road sections. In the opinion of the National Powersports Dealer Association’s Board of Directors, “We Are Better Together.” The expansion reflects something most powersports dealers already know about their customers. The lines between automotive, off-road and powersports enthusiasts are increasingly blurred. The same customer who owns a motorcycle or side-by-side often owns a truck, trailer and other recreational vehicles — and spends money modifying and accessorizing all of them. SEMA’s own research found that 60% of specialty equipment manufacturers already produce products for at least one powersports or recreational vehicle segment, while 47% of retailers and installers sell into those segments. The powersports presence at the SEMA Show is continuing to grow. Harley-Davidson recently announced that it will participate, joining Denago,

NPDA encourages dealers attending SEMA this year to spend some time in the new Powersports section, but also to explore the broader show. Some of the most useful ideas may come from outside our own industry.

throughout the event, and we encourage dealers to stop by, meet the team and talk with us about what NPDA is working on and the issues affecting your dealership. Come see us in the West Hall at Booth #60247.

NPDA will also be exhibiting at the Show. Members of the NPDA Board of Directors and staff will be onsite

National Powersports Dealer Association Board of Directors member Michael Maledon is the President of Elway Powersports, where he has led the company’s expansion to five rooftops representing 19 leading franchises since launching the venture in 2021. He joined the Elway Dealership Group as a partner in 2017 after serving as a senior executive with the Van Tuyl Group, then the nation’s largest privately owned auto retailer with more than 100 franchises. Before his tenure at Van Tuyl, Michael practiced law specializing in mergers and acquisitions. His career also includes investment and advisory roles in several automotive technology ventures, and in 2014 he was recognized as a semifinalist for the Ernst & Young Entrepreneur of the Year Award. Michael earned a business degree from the University of Arizona and graduated with top honors from the University of Notre Dame Law School.

Your customers ﬁnd their bend. You stock the brand that shows them how. Scan and try it yourself. You'll never explain a bend again.

949.414.7884 phoenixhandlebars.com OCTOBER 2026

NPDA ON SEMA We Are Better Together

owersports has always had a place at the SEMA Show — but that place is getting a whole lot bigger. The powersports industry will have a much larger presence at this year’s SEMA Show, November 3 through 6 in Las Vegas. For 2026, SEMA is launching a dedicated Powersports, SxS & Lifestyle section in the West Hall, located alongside its Truck and Off-Road sections. NPDA Board Member Mark Peterson from Southwest Superbikes sits down with Tom Gattuso, VP of Events at SEMA, to discuss SEMA’s growing commitment to the motorcycle and powersports industry, what dealers can expect at the Show, and why powersports businesses should be paying attention to what SEMA is building. Gattuso says the expansion reflects something most powersports dealers already know about their customers: the lines between automotive, off-road and powersports enthusiasts are increasingly blurred: “The same customer who owns a motorcycle or side-by-side often owns a truck, trailer and other recreational vehicles and spends money modifying and accessorizing all of them,” he notes. From new products and business education to networking, advocacy and access to adjacent automotive markets, Tom explains how the SEMA ecosystem can give powersports dealers a broader look at where their customers — and their businesses — are headed. In this conversation: • Why SEMA is putting a bigger spotlight on powersports • What makes the SEMA Show different from traditional powersports events • New products, education and business resources for dealers

• The new SEMA Powersports Network and Powersports Council • Opportunities to connect with dealers and industry professionals nationwide • How powersports dealers and dealership employees qualify to attend • SEMA’s growing motorcycle presence and bike build competition • How manufacturers, dealers and enthusiasts come together at the Show • SEMA’s year-round advocacy, product development and emissions work • Why SEMA sees powersports as a growing part of its future Dealership owners aren’t the only ones who may benefit. Parts, service, technicians and other dealership professionals can also qualify to attend, giving your team an opportunity to bring new ideas, products and perspectives back to the dealership. And yes — powersports dealers are invited to SEMA! NPDA members also have access to an expedited registration process through the NPDA member portal. NPDA will be exhibiting at the event, with representatives from our Board of Directors and NPDA staff members onsite to discuss any aspect of the NPDA. We encourage all Powersports Dealers to visit us in the West Hall at Booth #60247. Learn more about the SEMA Show and its growing powersports presence at www.SEMASHOW.com Learn more about the National Powersports Dealer Association and NPDA membership at www.NPDA.org

HELPING FIRST-TIME POWERSPORTS DEALERS AND CROSSOVER SEMA ATTENDEES FIND THE BUSINESSES, PRODUCTS, AND OPPORTUNITIES THEY NEED.

UTV Uprising NEWS & NOTES

Starting at a U.S. MSRP of $49,999, RZR Pro R Boost will begin shipping to dealers in November 2026. For those who couldn’t make it to Nashville, visit: www.polaris.com/RZRProRBoost

SEGWAY SET FOR BAJA 1000 POWER TO THE PEOPLE!

Polaris Presents Pro R Turbo At Dealer Meeting Power to the people! At the same time Yamaha was announcing the shift from side-by-sides, the wraps were taken off the 2027 RZR Pro R Boost at the Polaris dealer meeting. Motivation comes from the ProStar Fury 2.0L Turbo engine with 275 horsepower on tap. Dealers also saw the reengineered Polaris XPEDITION, and the new Sportsman 500 – a value ATV starting at $6,999 MSRP. The brand that started the game is once again changing the game, suggests Reid Wilson, President of Polaris Off-Road Vehicles. “For more than 70 years, we’ve shaped off-road riding by listening to riders,” he told the dealers gathered at the Gaylord in Nashville. “That’s exactly what we continued to do throughout our 2027 lineup. From the styling, technology, comfort, and capability, we worked to give riders an even better experience behind the wheel. Whether you’re working, exploring, or looking for the next adventure, we’ve built a Polaris for that.” The 2027 RZR Pro R Boost will be offered in 2- and 4-passenger configurations in Ultimate and Ultra trims. Ultimate models feature desert-tuned DYNAMIX suspension with new G-out protection and rear bump control features, while Ultra models add race-proven DYNAMIX DVS with the industry’s first active sway bar links that adjust up to 200 times per second for maximum precision and responsiveness. The Ultra trim also features a carbon fiber hood and seat bezels, an MPI GT steering wheel, BFGoodrich® 32” tires and exclusive paint & graphics. Beyond its performance upgrades, RZR Pro R Boost introduces new features and enhancements that elevate the ride, including Apple CarPlay® compatibility* and a broad range of accessories. Together, these updates provide more connectivity, customization, and capability than ever before. Visit our website to learn more about all the latest RZR Pro R Boost features, technologies, and accessory offerings.

For the first time in company history, Segway Powersports and Segway Factory Racing will compete in the SCORE Baja 1000, fielding two Super Villains in one of the most demanding offroad races on the planet. The historic effort will be anchored by Jacob Zuccone, alongside global influencer Justin He and Wyatt Hastings, with the three drivers campaigning two separate Super Villains through Baja’s brutal terrain. “The Baja 1000 has always represented something bigger than racing — it’s one of the ultimate proving grounds for both people and machines,” said Gabriel Cruz, Marketing Director, Segway Powersports. “For Segway Powersports to line up for the first time is a major milestone for our brand. Everything we have learned through the development of Segway Factory Racing has helped prepare us for this moment. We know Baja doesn’t give anything away. That’s exactly why we’re going.” With Zuccone behind the wheel, the team has spent thousands of miles racing and developing the Super Villain platform across some of the toughest terrain in North American desert racing. From King of the Hammers and the Mint 400 to Silver State 300 and Vegas to Reno, every mile has served a purpose. “Everything we’ve done has been building toward bigger challenges,” adds Zuccone. “Baja is one of those races you don’t need to explain. Everyone in off-road knows what that peninsula can do to a race car. We’ve put thousands of hard miles on the Super Villain getting to this point, and now it’s time to see what we can do in Baja.” Global influencer Justin He’s involvement adds another dimension to the program, bringing the Baja 1000 experience to an international audience while demonstrating the increasingly global ambitions of Segway Powersports and Segway Factory Racing. The Baja 1000 represents more than another event on the Segway Factory Racing calendar. “It represents another line crossed. Another proving ground. Another opportunity to put the Super Villain somewhere a Segway Powersports vehicle has never been before,” concludes Cruz.

“With the new 4-Wheel Adapter Kit, we’re expanding the same portable platform riders around the world use to change their motorcycle tires to four-wheel applications,” explains Rabaconda co-founder Jakob Saks. “It allows existing owners of our Street Bike Tire Changer to change tires on their ATVs, UTVs, cars, small pickup trucks and trailers without investing in a separate machine, while giving even more riders the freedom to handle tire changes themselves at home.”

UTV UPROAR

Claiming it intends to preserve what makes each brand unique, SuperATV picked up four brands from Nivel’s powersports portfolio, including HighLifter, Snorkel Your ATV, Falcon Ridge and Side By Side Stuff, all of which were previously part of Nivel’s off-road vehicle portfolio. Note Nivel appears to be pivoting to the golf cart business although it still owns SEIZMIK, STI and other powersports-focused brands.

The 4-Wheel Adapter Kit mounts directly onto Rabaconda’s existing Street Bike Tire Changer, expanding the portable, lightweight platform beyond motorcycles. It also gives fourwheel vehicle owners a portable option for fast, efficient tire changes on the road, in the paddock, on the farm or in the workshop. Like the rest of Rabaconda’s lineup, it is backed by the Rabaconda Lifetime Warranty. Rabaconda started 13 years ago with a simple goal: make tire changes easier for dirt bike riders. The new 4-Wheel Adapter Kit, together with the Electric Tire Changer and Pneumatic Bead Breaker prototypes on display at the SEMA Show, offers a first look at Rabaconda’s next chapter.

Financial terms and other details of the transaction were not disclosed in the initial announcement. SuperATV does say no immediate changes to product offerings are planned, and operations will continue to operate on a “business as usual” basis while integration activities occur behind the scenes. The companies expect the acquisition to create new opportunities for product innovation, expanded distribution, enhanced customer experiences and continued investment across all four of SuperATV’s acquired brands.

DIRTBAG BRANDS LOOKING AHEAD…

Already known for its UTV market presence, particularly mirrors and mounts, one dirtbag is looking ahead. Not just any dirtbag, Dirtbag Brands founder Josh Salazar has taken control of the Torc1 brand. The next phase of Torc1 Racing will be a return to active market growth with a rebuilt product program, expanded dealer strategy, international distribution and a new grassroots Rider Support initiative… And that is just the beginning! “We did not acquire Torc1 to put a new logo on an old name,” Salazar explains. “We have spent months rebuilding the pieces behind the brand — products, supply, fitment, dealer support, rider support, packaging and distribution — so Torc1 can grow the right way. The goal is to create demand at the rider level while giving dealers a program they can participate in with margins and brand value they can trust.” According to Salazar, the acquisition expands Dirtbag Brands’ off-road roots from the UTV segment into two-wheel powersports while preserving a distinct identity for each brand. Torc1 Racing’s current lineup includes dirt bike lock-on and glue-on grips, ATV lock-on and glue-on grips, Vengeance brake and clutch levers, replacement lever components and related controls.

RABACONDA ROLLS OUT UTV APPLICATION… AND MORE

Already the worldwide leader in portable tire-changing tools for motorcycles, Rabaconda is rolling out its 4-Wheel Adapter Kit at SEMA. Trailers and automotive kits are hinted at as well. In addition to the debut of the 4-Wheel Kit, the full lineup of Dirt Bike, Street Bike and Mini Tire Changers are headlining Las Vegas (Booth #9408).

Founded in 2009, Torc1 Racing built its name in motocross controls and rider contact-point products. Acquired in 2026, the brand is being relaunched as part of the Dirtbag Brands family with a renewed focus on practical performance, clear fitment, strong dealer relationships and products that earn their place on the bike. Get all the details here: www.dirtbagbrands.com/torc1-racing

OCTOBER 2026

UTV Uprising NEWS & NOTES

REFINEMENTS FOR THE RIDGE ROLLED OUT

Concurrent with the 2P H2 launch, Kawasaki refined its ultimate utility platform as the Ridge gets a Platinum package and “Lifted Edition” — complete with arched A-Arms for greater ground clearance and 30-inch ITP mud tire mounted on 14-inch aluminum wheels. The end goal is to bridge the gap between a premium pick-up truck/SUV and a full cab HVAC UTV experience.

TERYX TAKEOVER AT SEMA

The balance of power continues to shift in the UTV market — literally as well as figuratively — as Kawasaki is set to let the good times roll at SEMA (Booth #55237, 71000) with the 2027 250-horsepower supercharged Teryx two-seat H2 and the revamped Ridge. The long-awaited 2-seat Teryx and the refinements to the 2027 Ridge should give Kawasaki dealers a competitive advantage on both ends of the premium UTV spectrum. The new H2 and H2 Limited eS bring the Teryx 4/5 H2 platform into a more agile two-door sport package, combining supercharged power, responsive handling, and advanced electronic rider support. Its shorter wheelbase and strong power-to-weight ratio enhance agility and responsiveness. Handling is augmented by Kawasaki TRaction Control (KTRC) — which helps manage rearwheel traction in 2WD for improved stability during acceleration and cornering. The TERYX H2 Limited eS takes capability even further with KECS+ (Kawasaki Electronic Control Suspension + E-Sway Bar), combining adaptive suspension technology with an electronic sway bar to optimize performance in both highspeed and technical off-road conditions. KEY KAWASAKI TERYX H2 FEATURES • 250 Horsepower1 999cc In-Line Four Supercharged Engine with Unique Sound • KECS+ (Limited Model) • Kawasaki TRaction Control (KTRC) • Compact 2P Chassis • Large 33” MAXXIS Carnivore Tires with 15” Aluminum Wheels • Automotive-Style Control Interface

The automotive-inspired focus on comfort and refinement is clear: spacious cabins, ergonomic seating, long-travel suspension and up to 1,000 lb. of cargo capacity and 2,500 lb. of towing capacity. “Available in a variety of configurations— including full-cab HVAC models that provide true all-season comfort—the RIDGE Series combines premium ride quality, workready durability, and everyday versatility,” claims Kawasaki. Assembled in the USA with foreign and domestic parts, every new Ridge is backed by a full 3-Year Limited Warranty. KAWASAKI RIDGE KEY FEATURES • 999cc In-Line 4-Cylinder Engine, 116-Hp, 73.8 Lb-Ft (100Nm) Torque • CVT Tuned For Improved Quietness In Higher Speed Ranges • On-The-Fly Drivetrain Adjustability • Selectable 4WD W/ Front/Rear Differential Lock • 3-Passenger Contoured Bench Seat With Premium Ride Comfort • Automotive-Style Interior • 8-In Full-Color TFT Instrumentation With Smartphone Connectivity Via Rideology The App Powersports RIDGE CREW PLATINUM SPORT HVAC KEY FEATURES: • CVT Tuned For Improved Quietness In Higher Speed Ranges • Redesigned Rear Styling With Covered Side Storage • 1,000-Lb Capacity Tilting Cargo Bed • Front High-Backed Bucket Seats, Rear Contoured Bench Seating • Front Bumper With Brush Guard • Flip-Up Windshield With IR-Cut Glass And Insulated Roof Lining • Built-In Front/Rearview Cameras • 8-In Garmin Tread® 2 With Wireless Apple CarPlay • DC Outlets, USB Ports, & Cup Holders RIDGE/RIDGE CREW LIFTED EDITION KEY FEATURES: • CVT Is Tuned With Shorter Gearing In Low Gear For Low- Traction Conditions • Elevated Triple Snorkel Air-Intakes/CVT Exhaust • 30-In ITP Cryptid Mud Tires With 14-In Aluminum Wheels • KYB Shocks With Piggyback Reservoirs • High-Clearance Arched A-Arms • High-Density Polyethylene (HDPE) Underbody Guards With Drain Holes • 4,500-Lb Winch With Synthetic Rope

CMY

Visit us at SEMA - West Hall 55237 / Diamond Lot 71000

UTV Uprising NEWS & NOTES

opportunities, including a renewed focus on all-terrain vehicle (ATV) category and business. YMMC will strategically reallocate resources, enhance procurement efficiency, streamline existing production processes, and scale-up production across other business unit products, including ATVs, Golf Cars and Personal Watercraft, to remain resilient to market fluctuations as well as afford the ability to maximize future growth opportunities, flexibility, and responsiveness.

YAMAHA POSTS PROFITS, CUTS U.S. UTV PRODUCTION

On August 4, 2026, Yamaha Motor Corporation, USA, announced a revised Side-by-Side (SxS) product line strategy to enhance operating performance as well as facilitate increased market flexibility and expansion opportunities. “Market conditions dictate it is in the best interest of the business to adjust and find ways to optimally serve our customers, dealers, and the overall powersports community,” explained Dean Burnett, Yamaha Motorsports USA President. What this “rationalization” really meant was stopping UTV production. A component of this strategy includes Yamaha stopping in-house SxS production at Yamaha Motor Manufacturing Corporation (YMMC), its manufacturing facility in Newnan, GA. It does not mean Yamaha is exiting the UTV space, according to Burnett. “Yamaha remains committed to the Sideby-Side category and to creating opportunities that deliver value for our dealers and customers alike.” Although Yamaha is not exiting the SxS business and will continue to focus on product innovation and development opportunities in key SxS categories — specifically the largest and growing multi-purpose segment — it will mean layoffs… a lot of layoffs: To improve profitability and capital efficiency across its businesses, Yamaha will optimize its global workforce through adjustments affecting approximately 300 positions in total, including a reduction of an estimated 200 full-time roles, changes to temporary staffing, and the reallocation of personnel across development, sales, and manufacturing. Noting evolving customer needs, declining demand in select SxS categories and heightened pressure on supply chain and production costs have created a business environment, Yamaha’s decided to discontinue in-house SxS manufacturing and focus on product categories and growth opportunities with strong long-term potential. YMMC will stop SxS production with the 2026 model year and immediately concentrate management, manufacturing, and engineering resources on current activities and new growth

THE BIG PICTURE… AND THE BOTTOM LINE Concurrent with the Newnan shifts, Yamaha presented its Q2 financials in Japan. Revenue is up 17.2% and operating profit is up 88.6% globally. The official financials were delivered straight from the top along with the decision to implement “structural reforms for the Outdoor Land Vehicle (OLV) business” i.e. UTV production in Newnan. From Motofumi Shitara, President, Chief Executive Officer, and Representative Director We announced our business results for the first half of fiscal 2026: Revenue – 1,498.0 billion yen (an increase of 220.2 billion yen or 17.2%) Operating profit – 158.5 billion yen (an increase of 74.4 billion yen or 88.6%) Profit attributable to owners of parent – 113.9 billion yen (an increase of 60.8 billion yen or 114.7%) In the first half of the consolidated accounting period for fiscal 2026, we saw higher revenue from increased sales across nearly all our businesses, led by the motorcycle business. We also posted higher profits thanks to increased unit sales, efforts to reduce expenses, and favorable foreign exchange rates. Additionally, Yamaha Motor recorded its highest numbers ever for revenue, operating profit, and net profit for a six-month period. At the same time, our structural reforms for our U.S. operations are proceeding according to plan. We previously stated that we would announce in August our initiatives to address unprofitable businesses, and as part of that, we have formulated our policy for implementing structural reforms for the Outdoor Land Vehicle (OLV) business. Additional details on future plans and product offerings will be made available soon. In the meantime, Yamaha will work to ensure parts availability, service, and customer service on current and legacy SxS models, as well as work closely with its dealer network to best support continued overall business health.

*Does not include tax/title, destination, or dealer setup fees

Dealernews Research By Lenny Sims

UTV UPRISING

fter a turbulent, tariff-induced contraction in Q1 — compounded by the targeted tariffs on BRP, the FTC “transparency” troubles and the high price of fuel — consumer interest remained strong across Motorcycle, Side-by-Side, Utility ATV and Snowmobile segments in Q2. Dealer views were strongest in the Touring and Cruiser motorcycle segments but UTVs are where the action was at retail. Can-Am was the surprise standout in both the Utility and Sport ATV segments in Q2, particularly among Consumers and F&I professionals. However the recent tariff threats have caused Consumer views of Utility and Sport Side-bySides to decrease coming into iQ3. The Utility SxS segment is now running behind 2025. The silver lining is that Average retail values across all

four segments continued to rise heading into the peak selling season, remaining well above 2024 and 2025 levels. Consumer and B2B interest in Can-Am increased significantly within the Utility ATV and Sport ATV segments, where the brand now ranks second in viewership in both market segments. Against the backdrop of ongoing geopolitical uncertainty, used motorcycle values continue to rise. The pre-owner pricing surge is supported by strong demand, particularly for well-maintained units in the two-to four-year age range. Despite broader external headwinds, dealers remain confident in the strength of the UTV sector. BOTTOM LINE: Consumer spending on recreational goods and vehicles continues to rise steadily, demonstrating resilience despite a sluggish economic environment.

JD Power is the largest publisher of the most market-reflective vehicle pricing and information available for new and used cars, classic cars, motorcycles, boats, RVs and manufactured homes, offers in-depth shopping and research tools including a broad range of data, products and service and informational articles as well as tips and advice. JD Power also produces electronic products, mobile applications, raw data, web services, web-syndicated products and print guidebooks. For more information about our valuation products including CONNECT web values, the MarketValues app, API products, and print editions, call 800-544-6232, e-mail valuationsupport@jdpa.com or click here: www.jdpower.com

OCTOBER 2026

RANCHHAWK TAKES OFF Leaves The Ranch By Gus Stewart, Photos by Jon Beck

ut of bounds! Not only was RanchHawk off the ranch, so was I. As the Creative Director for Dealernews, press launches are a little outside of my wheelhouse and usually handled by our Editor. Due to Robin’s more-than-busy schedule, somehow I was elected to jump in the saddle. Honestly, though, it was something I would definitely raise my hand for. As they say, “All work and no play…” That certainly applied to both me and the RanchHawk. The team at Denago selected the mountainous trails of Lake Arrowhead, California, as the launching pad for their new sport utility machine. Starting at the Pinnacles OHV staging area in the San Bernardino National Forest, the media tackled the Crab Flats Trail and put the RanchHawks to the test. We were treated to some steep, rocky hill climbs and descents, all against the scenic backdrop of the San Bernardino Mountains. My first impression of the RanchHawk 650FI was that Denago packed plenty of features into this “work” UTV — especially for the price. Trail capable standard equipment includes high- and low-range gearing, switchable fourwheel drive, electric power steering (EPS), and locking differentials. A winch, trailer hitch and tilting cargo bed are just a few of the other standard features. Behind the tilt-adjustable steering wheel is a full-color TFT instrument panel displaying all the vitals, along with a 10.25-inch color TFT infotainment screen mounted in

the center console. The infotainment system includes wireless Android Auto, Apple CarPlay, Bluetooth audio/ radio, GPS mapping, and even YouTube streaming. The screen also doubles as the display for a backup camera, which simplifies reversing in tight spaces and backing up to a trailer. The drivetrain consists of a fuel-injected 623cc overheadcam engine that’s larger and more powerful than those of its class rivals. Power is transmitted through an automatic CVT transmission and a maintenance-free shaft drive. The RanchHawk features fully adjustable remote-reservoir shocks, dual A-arm front suspension and 13-inches of

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OCTOBER 2026

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ground clearance. That ground clearance came in handy as we negotiated the large rocks coming out of Crab Flats — some of which may have made contact with the skid plate. Although the ambient temperature was on the warm side — 90 degrees-plus — the RanchHawks stayed cool no matter how hard the journalists pushed… and we pushed them close to the point of torture. The engine temperature gauge remained in the normal range, thanks to the RanchHawk’s large aluminum radiator and auxiliary oil cooler. In fact, none of the demo units suffered mechanical issues despite the thorough thrashing we gave them. At times, I had to get on the brakes hard, and the fourwheel hydraulic disc brakes — 10.2 inches up front and 9.4 inches in the rear — were up to the task. Surprisingly, we experienced no flat tires despite bouncing off some of the boulders along the tight trail. The RanchHawk 650FI punches above its class with an MSRP of $9,999 and includes standard features that competitors charge extra for, including a windshield, bumpers, doors, cargo rails, mirrors, LED overhead light bar, a backup camera, a pre-wired towing kit, and a 3,500-pound winch with synthetic rope. The fuel-injected, 623cc single-cylinder engine is fitted with a stainless-steel exhaust system and outperforms the others in its class. Bottom Line: The RanchHawk 650FI is a more-than-capable UTV that can put in the work and still have fun! It is available at more than 220 dealers nationwide and is backed by a one-year partsand-labor warranty. The RanchHawk continues Denago’s legacy of providing value in the powersports market.

STANDARD FEATURES • Electric Power Steering (EPS) • Switchable 2WD/4WD • Locking differentials • Color 6-inch TFT instrument panel: fuel gauge, tach, speedo, tripmeter, gear position • Color 10.25-inch infotainment screen with wireless Android Auto, Apple CarPlay • Wireless Bluetooth audio/radio, GPS mapping and YouTube streaming • Reverse camera • Pivoting windshield • Tilting cargo bed with single-hand latch • Remote-reservoir shocks, fully adjustable • 4-wheel disc brakes • Sturdy front bash bar • 3500-lb winch w/synthetic rope • Trailer hitch, pre-wired • Aluminum wheels • LED high/low beams, plus overhead light bar • Adjustable pivoting windshield • Tilt-adjustable steering wheel • 2+1 bench seating • Passenger grab bar • Glovebox + storage compartment below infotainment screen • Available in 6 colorways

RANCHHAWK 650FI SPECIFICATIONS Engine: 623cc liquid-cooled, OHC 4-stroke, EFI Power: 39 hp @ 5500 rpm Torque: 43 lb-ft @ 4500 rpm Transmission: Automatic CVT with high/low-range, switchable 4WD, shaft drive Brake discs (F/R): 10.2; 9.4 inches Tires (F/R): 26x9-14; 26x11-14 Wheelbase: 76.8 inches Ground clearance: 13.0 inches Turning radius: 15.9 feet Dimensions (LxWxH): 121.7 x 61.4 x 78.7 inches Load capacity: 700 lb Cargo load: 350 lb Tow limit: 1550 lb Weight: 1587 lb Fuel capacity: 8.0 gallons Colors: Red, Blue, Black, Tan, Silver, Camo MSRP: $9,999

OCTOBER 2026

WHAT THEY SAID

We arrived in Lake Arrowhead confident that Denago could build a good utility vehicle, and it has. But the thing that surprised us was the off-road capabilities of this seemingly modest UTV. Point the RanchHawk up a rocky and sandy hill, and it ascends confidently and sure-footed. Try to make time on a narrow and bumpy trail, and the RanchHawk’s well-damped suspension and generous ground clearance tolerates hammering over rocks and going faster than more basic UTVs… The RanchHawk 650FI competes at a level above its class rivals and offers more standard features. At a $9,999 MSRP, the RanchHawk continues Denago’s short history of providing class-leading value in powersports vehicles. — Derreck Bernard, UTV Action The RanchHawk is a new entry in an established segment, but it makes a strong initial case as a feature-rich utility UTV for buyers looking to get the most out of a firm budget. Its standard electronic power steering, selectable four-wheel drive, locking differentials, high/low range, fully adjustable suspension, winch, cargo bed, towing capability, and infotainment system create a spec sheet that is very compelling for its $9,999 MSRP. Core components like the chassis, suspension, and drivetrain are rock solid, but improving some small elements, like the seatbelts, chargingport location, and cupholder, can use some tweaking to bring the machine from good to great. Prospective buyers should evaluate their prospective needs and identify their local Denago dealer’s service capacity and parts availability. For buyers who want maximum standard equipment per dollar and who have dependable local dealer support, the RanchHawk 650FI 4×4 deserves a close look. — Dustin Woods, ATV Trader Denago already figured out its value proposition. Now it aims to show it off by putting more butts in seats. We think everyone’s clear on the opportunity at the affordable end of the market; we’ve seen the big players lowering prices, creating new trims to serve as entry-level models, and creating entirely new models at lower price points. Halfway through this year, the value-focused brand continues to talk up its prospects; having expanded its dealer network to more than 200 storefronts nationwide in three years, Denago now plans product initiatives to make full use of sales and support networks. — Jonathon Ramsey, UTV Driver It used to be venturing into the off-brands was uncharted territory. Sure, you could save a lot of money initially buying some Chinese import at the local gas station but these machines were unreliable, had no parts support and often didn’t even have a name (those stickers on the tank often had nothing to do with anything). Here we’re talking about a network of 220 dealers and growing, complete cataloged parts support and did we mention a full year warranty that covers both parts and labor? There’s a new player in town and it’s poised to jump right into one of the most popular segments of off-roading today. Stay tuned — Jonathon Ramsey, UTV Driver

AUGUST ‘26 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE

AUGUST AWP IN REVIEW

-1%

-5%

-8%

-10%

-6%

-7%

-6%

-8% -8%

-11%

-11% -15% -20%

-20%

RV / CAMPER

MARINE

PWC

SIDE X SIDE

ATV

DUAL SPORT

SPORT

METRIC CRUISER

-25%

AUGUST ‘26 VS. AUGUST ‘25 AVERAGE WHOLESALE PRICE CHANGE

25%

23%

20% 15%

12%

10%

3% 0%

-2%

www.npauctions.com/cp/npa-market-report *All data provided by National Powersport Auctions includes live and online transactions from all NPA locations. Closed OEM auction data is excluded. For more info visit NPAUCTIONS.COM.

RV / CAMPER

MARINE

-6%

SIDE X SIDE

DUAL SPORT

SPORT

ATV

-6%

-7%

-10%

PWC

-5%

METRIC CRUISER

Plan for Falling Values AWP remains up YTD, but dealers should plan for values to continue falling below the seasonal average. The annual cushion dealers have leaned on all year disappears after Labor Day. Anything still in stock in September gets marked against a falling comparison, so take writedowns now and shorten liquidation windows on owned inventory. Be conservative when appraising trades, as most categories are coming in well below the guidebook. The opportunity sits where volume is being absorbed with minimal price deterioration. Sport and Side x Side are maintaining flat-to-higher AWPs, providing the strongest demand signal this month. With prices trailing in nearly every other category, buyers can source high-demand inventory at attractive values while sellers need to move quickly before the market shifts again.

DOMESTIC CRUISER

AWP Trends by Category Through the lanes, Domestic Cruiser Actual Wholesale Price (AWP) settled near $7,300, down 10.9% from the prior 90 days but still 3.2% above August 2025. Sport was the only on-road category to rise, up 1.7% from last month and 3.3% above last year, despite trailing prior 90-day AWPs by about 6%. Side x Side was the most resilient, down just 1.2% against the prior 90 days while absorbing 25% more units at prices 3.4% above last August. RVM showed similar trends, with YoY AWPs continuing to outpace 2025 despite monthly and seasonal pricing dipping below the prior threemonth average. Overall Auction AWP was down 2% from July and 5% from the prior 90 days but remains 6–7% above 2025 YTD.

DOMESTIC CRUISER

Macro Headwinds Return August took back much of what July offered. Consumer sentiment reversed, falling 6.3% and sitting 11.2% below last August, near the historic lows of this spring. Pump prices went the other way from the July outlook, with regular gasoline averaging $4.07 a gallon at month-end. The Federal Reserve held its range at 3.50%–3.75%, though sentiment is shifting toward a hike, while July inflation came in at 3.4% headline and 2.5% core. Historically, macro uncertainty pushes consumers to seek “value,” nudging retail buyers toward used, a trend we’ve seen throughout 2026. This is good news for well-positioned buyers, as auction inventory continues to trend up. Auction volume remained strong, up 7% YoY.

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YOUTH MOVEMENT OSET Reset

1.21 GIGAWATTS

Back To The Future Of Batteries

CHARGING IN TO SEMA EVolution Of Powersports

CURRENTS+

TERRA TAKEOVER

E-HAWK 10 CHARGES INTO SEMA

Big news from a small machine! Denago PowerSports (Booth #57217) will be charging into the Powersports Pavilion at the SEMA show with the updated 2027 E-Hawk 6 and the all new E-Hawk 10. As they say during the holiday sales rush, good things come in small packages. “Denago’s electric ATVs are the best way to introduce kids to powersports, with silent operation that allows riding in more areas,” explains Denago GM David Garibyan. “They include double A-arm front suspension with adjustable shocks, removable/rechargeable batteries, and a clever smartphone app for unbeatable parental controls.”

Billed as “the world’s first dual-terrain electric scrambler,” TERRA is set to make their mark at the SEMA show (Booth #60254). Rather than just another amped up eBike, TERRA Motorcycles are purpose-built in Colorado’s high country to provide “215lbs, instant torque, and zero drama, this is what riding feels like when you strip away everything that doesn’t matter,” explains founder Dylan Brown. “You can’t talk about Terra without getting to know my story. Founded Terra in 2020 in the peak of the COVID-19 outbreak. My fiance and I had escaped to southern Utah to weather out the storm with my parents. We helped with the farming, would go on long walks in the desert, rode bikes and hit some slot canyons. But we weren’t just to be desert rats — we were constantly exploring what we could do with this extra bit of time we found ourselves with…”

Intended for kids 10 and up, the E-Hawk 10 launches with 3000 watts of powers and two batteries for extended run time… “even this kid wants to ride one,” interjects Denago’s national marketing manager Kevin Duke. He adds it will be priced right and in full production this fall.

Fast forward to SEMA 2026. “I took to the drawing board. I knew what I wanted, and what I didn’t want. What I came up with was the TERRA PRIME – a low-weight motorcycle, that has long travel for ripping trails, but comes equipped with a DOTapproved headlights, indictor lights, wheelsets and a horn. I designed the ‘battery enclosure’ to be water and dust proof. And of course, I maxed out the motor/battery to provide the fastest acceleration and range possible.

Can’t wait for SEMA or the Fall? The 6-and-up E-Hawk 6 starts at $1,549. Catch a cameo sneak peek here: www.youtube.com/watch?v=ObHS0kcLxGE

“What I ended up with is an ode to the classic motorcycles of my dad’s garage, but also a modern electric machine that goes beyond convention. Oh, and did I mention we don’t use plastic... anywhere!”

Can’t wait for SEMA to see more? Click here: terramotorcycles.com

HONCHO HITS DEALERS

Just in time for SEMA, LiveWire announced the arrival of the first production S4 Honcho Trail motorcycles in the United States, marking the beginning of the company’s first minimoto platform rollout across its U.S. dealer network. “The arrival of the first S4 Honcho Trail motorcycles in the U.S. is an exciting moment for LiveWire and our dealer network,” states Jon Bekefy, Head of Commercial at LiveWire. “The response to Honcho has reinforced what we believed from the beginning — there is a real appetite for a motorcycle that makes riding approachable, versatile and, most importantly, fun for riders of all backgrounds and skill levels. Now we’re delivering Honcho and making good on that promise.” LiveWire also announced Jme Thomas of Washington as the winner of its nationwide S4 Honcho giveaway, which received more than 30,000 entries. Thomas was given the choice between the S4 Honcho Street and Trail models and selected the Trail, which she received at LiveWire Bellevue, located within the Eastside Harley-Davidson dealership. Additional S4 Honcho Trail shipments will continue arriving at U.S. dealerships as inventory builds, with S4 Honcho Street following soon. The Honcho rollout will also expand internationally this fall, with the platform set to arrive in select European markets. Learn more about S4 Honcho at: www.LVWR.co/s4honcho

PRICED TO MOVE?

LiveWire ONE MSRP Reduced At the end of August, LiveWire slashed prices on its HALO eMotorcycle, proclaiming, “The electric motorcycle that defined the category is now available at a new starting MSRP of $13,999. With instant torque, premium performance, and iconic LiveWire design, there’s never been a better time to get on a LiveWire ONE.” This $2,500 drop from its previous $16,499 price represents a massive 53% overall reduction from its original 2019 launch price of $29,799 under Harley-Davidson (Booth #60217). However the glut of bikes in the pipeline — LiveWire sold just 381 electric motorcycles in all of 2025 — against an original projection of 53,341 units for that year. In Q1 2026, the company moved 91 bikes. The Internet pundits were also quick to note that LiveWire ONE was last certified by the EPA as a 2023 model, and HarleyDavidson’s service documentation also appears to stop with that model year, suggesting LiveWire could be clearing remaining inventory rather than restarting production at the new price.” Compounding the pricing conundrum is that the next gen S2 Alpinista starts at $12,999, $1,000 less than the ONE but loses the spec sheet war with less power, lower top speed, less city range, and lacks DC fast-charging capability.

OCTOBER 2026

advanced but also rooted in real-world riding experience. By combining our off-road race-winning engineering experience with OSET’s proven electric trials expertise, we have created a product line that can empower the next generation of riders.” To that end, robust safety systems ensure peace of mind for parents and create secure, confidence-building experiences for young riders. Age-appropriate controls and ergonomics support safe, confident riding. Features include magnetic safety lanyards and PIN-protected parental s “As a family business, I’m excited to see families riding Triumphs together, sharing the joy of motorcycling across generations. Riding an electric bike helps young riders develop motor skills, balance, and coordination, but it also builds confidence and a lifelong love for motorcycling,” concludes Bloor.

OSET RESET

Triumph Motorcycles (Booth #58229 at the SEMA Show) is recharging its TXP electric motorcycle range in North America with the introduction of the 2027 TXP-20 and TXP-24, powered by OSET eMotos. Building on the successful launch of the TXP12 and TXP-16, the expanded lineup now offers electric offroad motorcycles for riders from age three through adulthood. “Being part of Triumph has given OSET the platform to scale our technology and reach new riders,” says OSET Bikes Founder Ian Smith. “The TXP range carries forward everything we’ve built, from trials championships to community riding. With the support of Triumph dealers across the world we can reach more families, support more communities, and continue to evolve the technology that’s helped thousands of young riders discover the thrill of two wheels. It’s about taking fun seriously and building the future of the sport.” Since joining the Triumph family in 2022, the OSET team has been working alongside Triumph’s world-renowned design and engineering team to further develop its championship-winning trials technology. The complete TXP range is the result of that collaboration, delivering four models with scalable electric performance, premium design, and built-in safety features tailored to every stage of a rider’s development. With pre-Christmas delivery set for North American dealers, the TXP range is the ultimate gift for adventurous families. The TXP range starts with the TXP-12 for children as young as three, followed by the TXP-16 and the newly introduced TXP-20 for growing riders, culminating in the largest and most powerful TXP-24, which is ideal for riders aged 11 and above, including teenagers and adults up to 198.86 lbs. (90.2kg). “The TXP range represents an exciting new chapter for Triumph,” notes Nick Bloor, Chief Executive Officer, Triumph Motorcycles “Since bringing OSET into the Triumph family, we’ve blended our expertise to develop a range that’s not only technically

a necessary response to a physical limitation known as back-EMF (Electromotive Force). An electric motor is also a generator and the faster it spins, the more motionopposing EMF is generated. This means that the faster you go, the less available power and torque is available for safely balancing forward motion. So, manufacturers aggressively pursued greater battery capacities in order to maintain a safety margin at higher speeds. This overhead was critical to ensure that the motor retains enough reserve power to correct for bumps or sudden accelerations even at higher speeds (eliminating cut-outs and face plants!). A timeline graph of the evolution of battery voltage standards is illustrated below.

Dealernews Research By Don Musick

BACK TO THE FUTURE OF BATTERIES 1.21 GIGAWATTS

piece of cake for a Delorean, but a bit much for an EUC. Since 2015, industry voltage standards have climbed from the 67.2V of low-speed, commuter-focused models to the 210V of today’s high-speed performance machines. While battery capacity has also increased, it has consistently outpaced what speed increases alone would seem to dictate. This disproportionate growth was

However, not all manufacturers were quick to implement new standards. In fact, some chose to continue with earlier standards in support of their existing products. The following graphic illustrates the evolution of product line average voltages and voltage ranges for each manufacturer. As shown, Begode has consistently led the voltage race while still supporting some earlier standards. Also evident in this timeline is KingSong’s slow adoption of higher voltage standards which was a factor in stifling their growth beginning in 2019. While LeaperKim has remained second only to Begode, InMotion’s adoption has been slow and conservative. Nosfet, however, didn’t get into the game until 2025 but debuted with hyper-performance architecture immediately. While top speed is a function of battery voltage, battery capacity determines range. The following graphic illustrates the evolution of each manufacturer’s product line average battery capacity and capacity range in Watt hours (Wh). Once again, Begode takes the lead with the highest battery capacities in the industry, a reflection of their increasing focus on long-range touring capability. LeaperKim takes a close second place once more, distinguished by having the highest minimum battery capacity of all manufacturers. Since their debut in 2020, LeaperKim has stayed focused on higher battery capacity architecture.

KingSong and InMotion both continued to offer lower battery capacities in support of the commuter segment of the industry although InMotion jumped to greater capacities in 2022. While you might think that Nosfet is out of pace with the industry trend towards greater capacity, they have instead prioritized power-to-weight and agility over the raw power required by heavier wheels. Nosfet’s dominance in the ‘agility’ sector is clearly illustrated in the following power-to-weight graphic. Continued on page 68

OCTOBER 2026

Continued from page 67

Of course, battery characteristics aside, it’s the motor that makes things happen. This last timeline documents the steady increase in motor power (Watts) by manufacturer. Nosfet may have thrown their hat in the ring late in the game, but clearly they learned from their predecessors.

From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/dealer extranets, consumerdirect commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization. He founded Genesys Technology Solutions (GenesysTech) www.genesystech.com to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University. Contact: dmusick@genesystech.com 68

FROM

TRAFFIC TRAIL TO

SCAN FOR DEALER INFO V I S I T U S AT BOOTH 60216 SECTION: POWERSPORTS & UTILITY VEHICLES

Northern Exposure By Marq C. Smith

NPDA, SEMA, MIC, AMA… WHO WILL STOP THE RAIN? #WeAreBetterTogether

overnment regulations are usually very slow to react to new technology, often because technology now advances at an incredible rate. Take selfdriving cars for instance or the ubiquitous insinuation of AI into everything. Trying to stay informed on cutting edge advancements takes AI — and yet AI is subject to hallucinations and blatant misinformation (it is getting more like humans every second, next it will be running for public office). If you can’t trust AI, who do you turn to? One of the many websites whose sole purpose is to scam you, or extract money from you at an impressive rate? Speaking of public office, it is often the lawmakers who lack the fortitude to enact legislation that may control a bad situation, and stop it from becoming much worse. Compounding matters, it’s often the lobbyists who control the narrative. Look no further than EVs. California’s outgoing Governor had mandated EV over gas-powered vehicles, now several of the state’s DA’s are banning eBikes. Electric scooters, motorcycles, bicycles, and other last-mile mini-mobility units are creating a lot of havoc right now for our industry… and life in general. Law enforcement is having a hard time trying to decide what to do about these mini mobility units, mostly because there seems to be little guidance from the powers that be. And also because there is a lot of confusion as to what’s considered a limited speed unit, a bicycle, or a motorcycle. People For Bikes has defined what they think is a bicycle but has MIC defined an eMoto?

Then there are parents who don’t see these things as a motor vehicle, but rather a toy that they can give to their 12-year-old, even though it will travel at 40 miles an hour. Of course, since these units are considered toys, the parents don’t see the need for helmets or any other protective gear. It seems that every day I hear of another accident or the death of someone crashing one of these units. First, there needs to be more legislation with harsher penalties for those who ride them illegally; a driver’s license should be required, especially if the unit goes over 15 mph. After all, many of these scooters have the ability to travel at amazing speeds, and should be classified as a motor vehicle sold at a legitimate dealership for proper PDI and subject to the DOT rules of the road. At a very minimum, helmets should be required. And the parents of anyone under 16 found riding one should have a large fine levied against them. And the unit involved should be confiscated. An electric dirtbike ridden on the street should be treated the same as a gas-powered one. If it’s not registerable as a street legal motorcycle, it should also be subject to the same fines and even confiscation. Why should we, as dealerships care? Well, I’m glad you asked! Many of us sell either electric bicycles, scooters, or offroad motorcycles. There is a possibility that, if you are not very clear to the client about the usage and the risks of these machines, you could be taken to court because someone incurred an injury or died on a unit you sold them. For instance, Elmer buys a scooter for his 14-year-old. It’s a limited speed unit, but Junior and his buddies figure out how to get it to go 40 miles an hour, courtesy of YouTube and TikTok with some AI prompts. Junior, perhaps not wearing a helmet or any other protective gear, has a serious collision with a vehicle, and, unfortunately, passes away. Who do you think the parents are going to blame? Possibly the car driver, if he has any money. AI-generated videos online are protected as free speech so they escape the wrath of the parents, too. But who is obviously rich, and can afford it? Your local powersports dealer! “That’s not very likely” you say. Perhaps, but how many times have you heard about a frivolous lawsuit? I know it’s happened to me, and I’m sure that I’m not alone.

At least if there was some sort of registration, a minor couldn’t do so without a license. And the insurance company (something that should be applicable to any motor vehicle) should make it clear that said minor was not allowed to be on the street. Perhaps that would help to mitigate the risk. The other side of the coin is that many of these mini mobility units come from China, and are built without any oversight or standards. No UL (Underwriters Laboratories) certification, and a lot more risk to the retailer. The European units, for the most part, are certified, and pose little risk. “But the Golden Good-Time Scooter Company Ltd.” could be one guy who brings them in a container load at a time for very little cost, and sells them to anyone who asks for them. If there is a problem, he’s able to close shop and disappear before you even know that something has gone wrong. Some of them do have a UL certification, however, I have found that most of them do not. Many of the “wholesalers” will look you right in the eye, and tell you falsely that they are fully UL certified. It’s buyer beware. You can go to the UL website for a list of units that are certified. If you can’t find that particular model, give them a call. Another point is this; NPDA should push for all riders having a motorcycle license for anything on two wheels that goes 15 or 20 MPH. It could be a gateway to getting a whole new generation of riders interested in riding “real” motorcycles. They could progress from these electric machines to gas powered machines, and gear, accessories, and everything else we sell. This is right in NPDA’s wheelhouse, and is something that definitely deserves some investigation. This is a thorny subject, and you’ll have to keep your eyes open, so as not to fall into the mini-mobility trap. But, if you still want to sell them, that’s up to you. Just beware of the legal ramifications, and think long and hard before you do so. Marq C. Smith, Sales Consultant President; Western Powersports Dealernews Magazine Columnist Canadian Motorcycle Association

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

OCTOBER 2026

DA Spitzer is hosting the first eBike Buy Back Program on Sunday, September 13, 2026, at Angel Stadium, offering up to $1,000 in gift cards and tickets to a Los Angeles Angels baseball game in exchange for eBikes, pocket bikes, eScooters, and eMotorcycles, in an effort to reduce injuries and deaths. He claims eBikes have become the #1 reason Orange County children are admitted to the emergency room, with injuries increasing 430% in just the last four years across Southern California. Since January, the Orange County District Attorney’s Office has filed child endangerment charges against four parents for allowing their children to illegally ride E-Motorcycles, including filing involuntary manslaughter charges against a mother after her 14-year-old son hit and killed an 81-yearold Vietnam veteran in Lake Forest after she had been repeatedly warned that the E-Motorcycle he was riding was illegal and that she could be held criminally liable. She faces a maximum sentence of seven years and eight months in state prison if convicted.

SURRENDER YOUR eBIKES

hen they outlaw eBikes only outlaws will ride? In response to more than 100 deaths attributed to eBikes and eMotos in the United States, Orange County, California, District Attorney Todd Spitzer has issued formal warning letters to more than 80 retailers reiterating their legal duties selling eBikes/eMotos and the potential criminal and civil penalties they could face if they fail to fulfill those duties. California currently prohibits the sale of products or devices that can modify the speed capability of an electric bicycle so that it no longer meets the definition of an electric bicycle. Dealers will be subject to periodic inspections by Orange County District Attorney investigators to ensure they are following the law. Legal or otherwise, the crackdown on eBikes begins with a “Buy Back Safety” campaign to take offenders out of circulation. Modeled after law enforcement gun buyback programs, the Orange County District Attorney’s Office’s BUY BACK SAFETY E-Bike and E-Moto Buy Back Program will offer gift cards from Target, Walmart, and Dick’s Sporting Goods in exchange for E-Bikes, pocket bikes, E-Scooters and E-Motos. Store bought pocket bikes as well as homemade miniature bikes equipped with electric or gas-powered motors will also be accepted. Funded through asset forfeiture funds, which are monies seized by law enforcement from criminal enterprises, the gift cards will be issued on a first-come, first-served basis. E-vehicles can be surrendered anonymously. Working and non-working vehicles will be accepted, and no questions will be asked, according to the DA’s office.

The Orange County District Attorney’s Office has also filed felony charges against a Yorba Linda father whose 12-yearold son was critically injured after he ran a red light and was hit by a car while riding an E-Motorcycle which had been modified to go up to 60 miles per hour, after the boy and his father had been warned about the dangers of children riding E-Motorcycles illegally. He faces a maximum sentence of six years in state prison if convicted on all counts. “I will never get over the fact than an 81-year-old American hero survived flying combat missions in Vietnam, but he couldn’t survive his daily walk home from work because he was hit and killed by a child on an E-Motorcycle who knew he shouldn’t be riding it and did it anyway,” claims Spitzer. “Or that the parents of a 13-year-old boy had to bury their child because he crashed an E-Motorcycle while riding home. These vehicles are not child’s play, and the consequences are incredibly dangerous and increasingly deadly. “We are doing everything we can to protect people and save lives. I want these illegal and illegally modified vehicles off our streets and out of the hands of riders who have no business riding them. If you own one, if you let your child ride one and we catch you, we will prosecute you,” he concludes. That is not a threat. That is a promise!”

E-Motorcycles must be registered with the California Department of Motor Vehicles (DMV) as an off-highway use vehicle (OHV), have current insurance, and can only be ridden off of public highways by a rider over the age of 16 with a valid motorcycle license and a DOT-approved helmet. Riders who do not fit the legally required criteria can be cited and have their vehicle impounded at a cost in excess of $2,600 a month. California law distinguishes between E-Bikes and E-Motorcycles based on three main features: the power limit of its motor, its maximum speed limit, and whether it is equipped with operable pedals. Electric bicycles with Class 1 or Class 2 designations do not have rider age or licensing restrictions; E-Bikes with Class 3 designations require riders to be aged 16 or older. Generally, an electric bike that does not qualify as Class 1, 2 or 3, will be classified as an electric motorcycle. That means either that the bike has an electric motor that exceeds 750 watts of power or can reach speeds higher than 20-mph on motor power alone. Additionally, if the bike is not equipped with fully operable pedals, or if it has been modified to reach speeds higher than 20-mph or to attain power higher than 750 watts, the bike cannot be designated an electric bike and instead would be considered an E-Motorcycle. All riders under the age of 18 are required to wear a helmet, regardless of classification.

IT’S THE LAW

he old political saying “as goes California so goes the nation” should serve as a warning to eMoto dealers everywhere. More than 100 deaths have been attributed to e-Bikes and E-Motorcycles in the United States, including a 15-year-old boy who was riding on the back of an E-Motorcycle in La Habra, a 13-year-old boy who was killed while riding an E-Motorcycle in Garden Grove, and a 21-year-old who died five days after crashing an E-Bike in Huntington Beach. Children between the age of 11 and 14 account for 61.7% of E-Motorcycle crashes even though children under the age of 16 are legally prohibited from riding E-Motorcycles, according to the California Statewide Integrated Traffic Record System (SWITRS). Back in May 2026, Orange County District Attorney Todd Spitzer announced the creation of a new E-Bike/EMotorcycle unit – RIDE SAFELY (Smart Accountability for E-Bikes and E-Motos and Law Enforcement for Youth) to review all potential criminal charges against juveniles and adults, including parents who knowingly allow their children to illegally ride E-Motorcycles and E-Bikes. The unit is part of the District Attorney’s multi-pronged approach to reducing E-Bike and E-Moto injuries and saving lives along with increased education, prosecution of riders and their parents, pursuing additional legislation, and holding manufacturers and retailers accountable.

OCTOBER 2026

At the recent NPDA DealerConnect networking event, we did a deeper dive into topics like “Integrating AI into the Sales Process” and “Is SEO Still Worth the Money?” AI in the sales process was the primary content in Columbus, but the search and visibility warnings are what really seemed to resonate with the dealers. We did have plenty of takers for the free live site diagnostic we were running in the booth. How AI Is Reshaping The Buying Journey The powersports buying journey from first click to signed deal — and why most of the decision now happens before anyone contacts the store is important to pay attention to. If the search bots, agentic agents, web crawlers and other AI critters can’t “see” your store, or worse your AI doesn’t accept their virtual handshake, that lead goes elsewhere in seconds.

AI GATE KEEPERS

The Customers You Never See By David Gatti

I is answering your leads. That is awesome, right? Holidays, after hours, online 24/7/365… just set and forget it. Guess what, AI is also deciding whether you get a lead at all. AI is the ghost in the machine or the Key Master from Ghostbusters (the original) and it autonomously determines “who” it wants to talk in a nanosecond in cyberspace… and it never bothers to tell you about the queries that never even reach contact status, let alone becoming a viable lead.

This compounds the after-hours problem. Those leads that arrive at 11 PM and the shoppers who move on to whoever answers first. Again, if your AI isn’t talking the same language as the search AI, the humans who actually ride motorcycles will be buying from the system that responds first. The old lead path versus a better one — where the handoffs cost you time, and how the BDC shifts from switchboard to long-term relationship owner was also food for thought at DealerConnect and a subject for a deeper dive in the future. What’s Working Right Now AI-powered lead response is an efficient and effective tool. It’s always-on coverage across chat, form, text and phone is faster than us humans. However it is a tool not a replacement for an employee.

Beware of speed versus substance — dealers are answering faster than ever, but a fast reply that skips price, payment and alternatives does not close anything by itself. I would argue it is better for many dealers to slow down and present a single deal properly rather than speed lead a dozen prospects down the wrong path. However AI beats human every time when it comes to follow-up automation and CRM reactivation. The best new lead may already be sitting in your CRM, unworked and it is already paid for! Where AI Falls Flat Digital-native younger riders embrace AI, but it falls flat with experienced 40+ buyers. You make more money selling a new Goldwing to a seasoned rider than you do selling a used Grom to these digital-native buyers. Another caveat is the authenticity gap: Whether customers are buying their first bike or their 10th, they are making an emotional decision, not a data transaction. AI can certainly qualify a lead — however it can’t feel the culture of riding (see Eric Anderson’s column this month concerning the importance of culture). Speaking of culture and authenticity, there is an inherent risk of over-automating your sales process. Beware of how it actually shows up in your store: • The automated reply: A human customer can tell was automated — and that costs trust. • Nobody owns the customer: Because the system appears to have the leads handled, no human’s actually handle the leads! Catch-22.

• Optimizing Unless prompted properly AI drives “sameness” until the key differentiators in your dealership are averaged away. • A quieter sales floor: With AI working silently in cyberspace your store becomes a warehouse rather than an active bustling transactional hub. Who is ringing the bell when that new bike is sold? AI also results in a thinner bench of people who can benchrace and BS with the customers. The Bottom Line Are you the Key Master? AI is a tool, not an answer. Use it to handle the admin so your people can spend more time on the floor having real conversations. Protecting human judgment: knowing when to push, when to back off, and when to just talk rides is more important than taking hot leads to cold storage in cyberspace… And make sure your AI is speaking to their AI ASAP!

David Gatti is an industry techno-wizard dealing specifically in dealership marketing, digital trends, and Information Technology IT. He has over 30 years of experience working with powersports dealers and can be contacted at 916-214-2894 or dgatti@ignitionxd.com

OCTOBER 2026

THE BROWNFIELD EFFECT

When “Previously Disturbed” Doesn’t Mean “Recreationally Insignificant” By Don Amador | Quiet Warrior Racing

ost OHV riders aren’t sitting around reading environmental documents. I understand that. I’ve spent enough years working on public-land recreation to know that most people would rather be riding than reading a 500-page environmental document about a transmission line, solar project, mine or other proposed development. But there is a planning issue emerging across the West that the powersports industry — and every OHV rider — should understand because it can affect where we ride, how we get there and what those places look like in the future. I call it the “Brownfield Effect.” The basic idea is pretty simple: “previously disturbed” does not necessarily mean “recreationally insignificant.”

When A Road Or Trail Becomes Recreation Infrastructure When energy companies and other developers look for places to build projects, they understandably look for areas that have already been disturbed by roads, utility corridors, mining, agriculture, development or other activities. From a project-planning standpoint, that can make sense. If a road or utility corridor already exists, using it may avoid disturbing a previously untouched area. However, that same road may now be used as a connector trail by OHV riders while a project planner looking at a computer screen in San Francisco or New York City may see road-based energy corridor. Both are looking at the same piece of ground.

experience can be substantially different. That is what concerns me. A newly published leadership paper from the Anza-Borrego Foundation examining the proposed Golden Pacific Powerlink — theabf.org/wp-content/uploads/2026/08/ Climate-Ledger-1.pdf — Uses another term that I think is worth remembering: “Industrialization Cascade.” The concept is that one major infrastructure project can make additional development easier to justify or construct, with each project being reviewed individually while the cumulative transformation of the landscape becomes harder to see.

Flashing Warning Lights! This isn’t about being against energy development. In fact, OHV organizations and the powersports industry made a similar distinction in their 2024 comments on the Bureau of Land Management’s Western Solar Plan. While those groups can support using industrially disturbed lands as a potential way to reduce conflicts with recreation and other resources, they also warned that concentrating solar development around existing transmission corridors could affect unpaved roads and trail-based access to developed and dispersed OHV recreation. That distinction is becoming increasingly important. At Coyote Creek, a major solar proposal raised concerns because of its proximity to Prairie City State Vehicular Recreation Area (SVRA). At White Rock, a proposed mine raised questions about industrial development, truck traffic, dust, visual impacts and the potential for the SVRA to become increasingly surrounded by industrial uses. Regarding the Anza-Borrego Desert State Park, concerns over the proposed Golden Pacific Powerlink have focused attention on what happens when major transmission infrastructure enters a landscape where open space, scenery and access to more than 500 miles of motorized routes are placed in the project area. And now we have Ironwood… Ironwood: Look Beyond The Tower The proposed Ironwood Transmission Line would stretch approximately 86 miles between Arizona and California, including about 80 miles in California. The project would involve a new 250-foot-wide right-of-way and construction of transmission structures, access improvements, staging areas and other infrastructure through the BLM’s Imperial Sand Dunes Recreation Area. The applicant also proposes, where possible, to use existing access roads and trails associated with the existing Southwest Powerlink, pipelines, highways and county roads. The Bigger Threat: Fragmentation! There is another issue OHV riders should begin watching: It is possible to change a recreation landscape one project at a time. First comes a transmission line. Then a solar project. Then another utility corridor. Then a mine. Then a highway improvement. Then another industrial project. Each individual decision may seem manageable. But eventually the landscape starts looking different. The land may still technically be “open to OHV use,” but the quality and functionality of the recreation

This Isn’t About Being Anti-Energy! Let me be clear about something. The OHV community needs energy, too. And in many cases, using previously disturbed lands can be a smart way to reduce environmental conflicts. The answer isn’t to oppose everything. The answer is to plan better. Before calling an area “previously disturbed,” planners should ask what public uses have developed there? And before approving the next project along an existing industrial corridor, ask what the cumulative effect will be. Those aren’t anti-development questions. They’re good public-land management questions. The Bottom Line Public lands are constantly changing. That’s why I believe all OHV riders and the entire powersports industry should pay closer attention to the Brownfield Effect. And when it comes to our public lands, the path of least resistance for a project isn’t necessarily the path of least impact for recreation. That’s something worth remembering before the next project comes to a riding area near you.

Don Amador has been in the trail advocacy and recreation management profession for 35 years. Don is President of Quiet Warrior Racing LLC. Don serves as the Western States Representative for the Motorcycle Industry Council. Don is Past President/ CEO and current board member of the Post Wildfire OHV Recovery Alliance. Don is a Co-Founder and Core-Team member of FireScape Mendocino, a forest health collaborative that is part of the National Fire Learning Network. Don served as an AD Driver for the Forest Service North Zone Fire Cache during the 2022, 2023, and 2024 Fire Seasons. Don is a Northern California native and writes from his home in Cottonwood, CA.

OCTOBER 2026

MACROECONOMICS

Market Moves At Sand Sports Super Show By Gus Stewart

hree days, 400+ booths, and 40,000 attendees generating nearly 30 million impressions — Headed by UTVs, the Sand Sports Super Show has evolved from a microcosm of the SEMA show, to become the macroeconomic event for the sand segment of the market. It also serves as the official kick off to dune season! This double whammy led OEMs and aftermarket leaders to the Sand Sports Super Show Sept. 18-20 at the OC Fair & Event Center in Costa Mesa, California. From Can-Am’s new hot rod to Kawasaki’s revamped Ridge and new H2, the Polaris Pro R Boost, Robby Gordon’s Speed — the latest and greatest were on hand. Even though it is a consumer event, it has become the de facto trade show for many players — and dealers — in the game. In fact, dealers participating in the “Polaris Plaza” included Bert’s Mega Mall, Coyne Powersports, Fun Bike Center, Mountain Motorsports, Temecula Motorsports and Wheels in Motion. Dealers draw customers… and distributors! Distribution giant Turn 14 detoured on the Rode 2 SEMA with a stop at S4 in order to showcase some house brands. “The Sand Sports Super Show gives us an opportunity to bring together brands and products that are highly relevant to the off-road and sand sports communities,” said Nashona Haldane, Powersports Marketing Manager at Turn 14 Distribution.

In addition to perennial favorite proprietary brands DragonFire and QuadBoss, distributed lines like DynoJet, Hawk Performance and Nacho Offroad Lighting were highlighted just in time for dune season. Speaking of highlights, a show-stopping RZR Pro R served as a featured vehicle within the Turn 14 display, showcasing products available through the company’s powersports portfolio. Built by Turn 14 Distribution dealer ONE Offroad, the vehicle draws inspiration from the Ford GT40, which captured

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overall victory at the 24 Hours of Le Mans in 1966. The race-inspired build incorporates components from several brands available through Turn 14 Distribution. “Our goal is to give attendees an opportunity to experience these products firsthand,” adds Haldane. “We want show-goers to learn more about the manufacturers behind them, and see how the performance, technology and innovation within our powersports portfolio translate into real-world applications.” The combination of enthusiasts, credit-worthy customers and dealers drawn in from all over the region led to the OEMs taking note and ultimately becoming anchor exhibitors for S4. And given its roots in the magazine realm, Sand Sports Super Show has drawn massive media attention since the beginning. In fact, when our friends at Denago were looking to debut their dirtbike products in 2023, S4 was the obvious choice… just as it was for a sneak peek at the Ranch Hawk “covered” in this issue. Denago was back with even more pitbikes and new EVs than ever. However GM David Garibyan plans to divide and conquer both Sand Sports and SEMA with what Denago is rolling out in Booth #57217. Speaking of roll-outs, Maxxis went big, literally, with the debut of the 35” RAZR XT in their booth with a full range of fitments. Legend has it that Wright Publishing, home of Hot VWs — and 3 Wheelin’ — wanted to cash in on the sand rails and baja bugs that were filling their magazines, so they started with a small show held in the company’s backyard. Coincidentally Costa Mesa had been home to Speedway motorcycle racing since 1969, so they were able to tap into a ready-made audience in a powersports friendly venue. Eventually Wright Publishing decided to get out of the show business and shutter their ATV publications and it was acquired by Bonnier Corporation in 2014 (the same group that bought and sold Cycle World… but that is a story for another time). To this day, “the Sand Sports Super Show has been the biggest and most exciting dune and dirt sports expo in the world,” as Bonnier bills it. “Each September, hundreds of exhibitors and thousands of attendees come together to celebrate and marvel at the latest gear for Sand Sports enthusiasts. Join us for three days of fun and access to the latest Sand Rails, UTVs, ATVs, side-by-sides, accessories, apparel and a whole lot more.”

Sand Sports Super Show 2026 Sept. 17-20, 2027 Costa Mesa, CA www.sandsportssupershow.com

OCTOBER 2026

THE RODE 2 SEMA

Denago Takes A Different Route Denago PowerSports’ journey to SEMA actually started three years ago when they rolled out 5 pitbikes at the Sand Sports Super Show. Now the fastest growing dealer network in powersports, Denago is rolling into Las Vegas with the RanchHawk 650FI Custom side-by-side. What hasn’t changed since 2023 is the brand’s commitment to delivering premium vehicles at an affordable price for kids of all ages. “Denago means affordable fun… we want the whole family to get out together,” said GM David Garibyan during the debut. Denago continues to tout the value equation of its new UTV, which has more high-end features than anything else in the price range. Garibyan says the RanchHawk’s affordable price gives customers the opportunity to invest in accessories that can further personalize the UTV to individual tastes. “We embrace the aftermarket… That is part of the Denago difference,” he adds. “The RanchHawk is an amazing utility vehicle with loads of features and capabilities beyond its rivals,” explains Garibyan. “But as a longtime powersports enthusiast, I quickly began dreaming about what I’d do to the RanchHawk to customize it. The transformation began simply with bigger tires and lighting accessories, and then I kept getting more ideas to turn our UTV into this wild overland-style vehicle.” The result you see at SEMA is a long way from the first pitbikes at Sand Sports, but still right on course!

OCTOBER 2026

FORERUNNER AURORA A/T 30X10.00R14

The Forerunner Aurora A/T is an all terrain, all season tire made for ATVs and UTVs. The aggressive tread design and the special silica compound enhance the tire’s performance on all terrain surfaces. The optimized tread elements closely follow the surface at all times and increase steering responsiveness and driving stability. The Forerunner Aurora A/T offers excellent damage resistance, thanks to the special silica compound and the robust internal structure.

ALPINE LXR-SP7 AlpineStyle LXR-SP7 spotlights feature a Lexan™ 143R highimpact lens for superior clarity and resistance to rocks, debris, and UV exposure. Premium weather-sealed gaskets provide reliable protection against water, dust, and mud, while a high-quality LED chip delivers consistent, vibrant output with long service life (50,000 hours). All components are housed in a durable cast alloy body, engineered for excellent heat dissipation and long-term reliability in demanding off-road environments. They feature integrated Daytime Running Lights, with white and amber illumination options available. This allows users to switch between a crisp white DRL for everyday visibility and a high-contrast amber DRL for improved performance in dust, fog, rain, and harsh off-road conditions. By integrating both colours into the driving light housing.

BODY ARMOR 4X4 SKY RIDGE PIKE ROOF TOP TENT The tent walls and roof are manufactured with 280gsm ripstop reinforced polyester/cotton canvas and polyurethane coated for 2000mm waterproofing. Includes separate rain flyand heavyduty travel cover. Adjust privacy, natural light, and airflow with the covered entrance, skylight and three large view windows with mosquito netting, exterior awnings and interior zip-up closures. The frame is made of corrosion-resistant materials including aircraft-grade 6061 aluminum framing and marine grade stainless steel hinges and hardware easy for a single person to quickly set up and take down without tools. Heavy duty telescoping aluminum ladder extends to 90.55” (60mm) maximum length to accommodate virtually any vehicle height or camping on uneven terrain. The folding tent Base is made of sturdy aluminum structural tubing with an insulated core and scratch resistant aluminum deck to provide a solid platform.

SOLPERK 50-WATT 12V ROOFTOP SOLAR PANEL The 50W Solar Kit, equipped with a high-efficiency monocrystalline panel, meets a wide range of charging needs, from RV trailers to water pumps. This 12V battery charger supports up to a 10 Amp load. The charging controller is IP65 waterproof, safe, and efficient for extending battery life. It possesses a sturdy design, capable of withstanding up to 2400 Pa of wind and 5400 Pa of snow load. The kit includes a 10-foot SAE cable and MC4 connectors, ensuring easy setup

ANVIL 18 INCH D-GRIP SHORT HANDLE Black poly D-handle and rivet to secure the handle, 18 inch oak handle with laquered Anvil pad stamped in black. Blade head gauge 1.3 mm painted in gray. YOUIVY MOUNTS Shovel Mount for Roof Rack &Truck Bed fits for off-road vehicles, ATVs and UTVs. Features heavy duty detal clamps, brackets and rubber buckles for better weight-bearing capacity. Shovel holder holds the shovel tightly and stably both horizontally and vertically.

EUHOMY ATLAS 12-VOLT, 32 QUART REFRIGERATOR Portable compact build with a recessed handle for easy carrying. Battery-Ready equipped with a dedicated battery compartment and supports up to 6 hours of cooling with an optional battery pack. Battery sold separately. Smart App Control: Adjust temperature + settings anytime from your phone. Choose ECO for energy savings or MAX for fast cooling. Built-in LED light + USB port for added onthe-go utility. •.Product Weight: 11.4 kg（25.1 lbs） •Product Dimensions: 59×32.5×41.9 cm(23.2*12.8*16.5 inches)

OCTOBER 2026

BUILD SHEET • Tires: Forerunner Aurora A/T 30x10.00R14

• Toolbox: Milwaukee Packout 3-drawer

• Shovel: Anvil 18 in. D-Grip Short Handle & YouIvy mounts

• Lights: Alpine Style LXR-SP7 LED Driving Lights

• Fridge: EUHOMY 12-volt, 32 quarts

• Axe: Husky 1-1/4 lb. with 14 in. handle & Kemimoto UTV Hunting Tool holder

• Rock Lights: Xprite 18 LED • Bed Rack: Kurmt Overland, adapted from a pickup design • Safari rack: Soenboo Bronco • Tent: Body Armor 4x4 Pike • Rooftop Solar Panel: SOLPERK 50-watt

• Chainsaw: DeWalt cordless 20V • Rooftop Case: Apache 4800 Weatherproof • Fire Extinguisher: Oxgist Signature • Traction Boards/Mounts: FIERYRED

• Rigid Molle panels behind cab • Ceiling cargo nets, 3 pockets • Portable water tank and mounts • 5-gallon camping shower with spray nozzle • Jueachy First Aid Kit

ORBA BACK IN THE SADDLE COURTESY OF SEMA

“

ate last year, SEMA announced our acquisition of the Off-Road Business Association (ORBA), and since then we’ve quietly worked behind the scenes to add muscle to our ability to be a voice for the off-road community and the businesses who drive it forward through innovation and passion,” says SEMA CEO Mike Spagnola. “Now I’m excited to announce ORBA’s relaunch, with a new leadership team, a sophisticated set of tools to work with, and a refined mission. We’re confident that our efforts will immediately benefit businesses and stakeholders from the OHV and powersports worlds.” ORBA is now offering an expanded advocacy strategy, enhanced research capabilities, and a renewed commitment to coalition-based action to protect the future of the off-road industry and enthusiast community. By combining SEMA’s government affairs expertise and storytelling capabilities, and the reach of the enthusiastdriven SEMA Action grassroots network, ORBA will support and strengthen the work of nonprofit partners operating at the local, state, and regional levels. These organizations bring critical on-the-ground expertise that is essential to

ensuring a strong and sustainable future for the off-road community. “The future of off-road access depends on strong coalitions, shared expertise, and coordinated action. We are always stronger together…” says Spagnola. As ORBA enters a new chapter, the organization remains focused on advancing its mission through strong advocacy, collaboration, and responsible stewardship of public lands. Sean P. Holman has been named Interim Executive Director and Laura Butcher as Legislative Director. Karen Bailey-Chapman, SVP of Public & Government Affairs for SEMA, will continue to lead the organization’s strategy implementation. Fred Wiley will retire from his role with ORBA, marking the conclusion of his tenure with the organization. Wiley played a significant role in ORBA’s history and development, and we thank him for his years of service and dedication to the off-road business community. See the trail ahead for ORBA here: www.offroadbusiness.org/our-mission

OCTOBER 2026

But then, to add salt to the wound, an MRI two weeks prior to that round showed that he had re-injured the knee at therapy, with a partial tear to the graft, new tears in the remaining meniscus and a 6mm bone fragment floating around in the joint. And, as if that weren’t enough, his plans to rub some dirt on it and ride the final two rounds were dashed when he became septic a week before Round 6 and ignored the warning sigs, which very nearly cost him his life. [More on that later.]

It’s Done, But I’m Not!

By William Douglas Little; Two Old Guys Racing, LLC

he MO State Series Wraps Up for the 2OG; Bill Little Survives Close Call: When Dealernews Columnist Bill Little and his decades-long friend Mark Coffman, (Coffman Outdoors), decided to return to motocross racing, some 25 years after last racing the Missouri State Series together, they knew it would be tough… but just how tough they couldn’t have fathomed. At 54, the younger of the duo, Bill Little’s season has been plagued by health problems, following his ACL snap/Tibial Horn Fracture/Meniscus-destroying wreck at the very first Loretta Lynn’s Area Qualifier in late March. Despite the injury, he rode 3 rounds of the Series on the broken, then freshly-operated-on knee to stay in the points, which actually had him solidly in 4th Place for the +50 Vet going into Round 6.

Mark Coffman, however, was able to keep the Two Old Guys Racing, LLC effort afloat; not just making it to the Regional Qualifier for Loretta’s, but also gaining and holding onto a Series Third Place into the 7th and Final Round of the CoalTrain Energy Missouri State Motocross Championship Series at Kahoka, Missouri.

Though Mark struggled to balance building a new building for his business, moving into that new building and adding the Arctic Cat and Beta lines to the mix with racing, he was forced to literally race his way into some form of race readiness with virtually no other time on the bike throughout the season. In fact, since receiving the Beta RX450 in late January, Mark only got to ride a total of 5 times aside from races all season, but by Round 5 of the Series, he had gotten his formerly-famous holeshots back and holeshot both motos of that race, continuing into Round 7 with the confidence of gaining an early lead. Unfortunately, his lack of physical training left him still struggling with mid-moto fades. More challenging yet, that final Round was a combined Missouri State Series and Mid-America Series race, bringing even more competition to the mix. Even so, “MC39,” as he’s been dubbed by his racing partner and fans alike, was able to get great starts in both motos of Round 7 and hold second place, staying with Points leader Mike Libel for the first half of both motos. In Moto 1, Mark went down on lap three, got back up and fought his way back to a 7th place finish. Moto 2 found him with another great start, but fading midway back to 6th, where he was able to hold the position, despite a number of attacks and near-passes, bringing a 6th overall on the day. This final round result leaves Mark finishing the MO State Series in Third Place Overall for the Season, bringing a much-needed save to 2OG’s efforts, despite Little’s bad luck.

And, Speaking of Little’s Luck… It’s only suiting that September is Sepsis Awareness Month, considering Bill’s recent, serious bout with the illness. In his own words: It was 1:30AM on Monday, August 17th and my wife’s Great Dane, (Thor), was standing on his hind legs in the center of my hospital room, wearing glasses and a white lab coat, leaning forward to inspect a single-cylinder motor on a stand. In a highly-educated and snooty voice, he was stating that he was sure that the cylinder compression was too low to draw fuel into the cylinder, which is why the motor wouldn’t start. I was arguing with him, saying that the problem was much more basic than that. He’d forgotten to hook up a fuel tank to the carburetor, which is why it wasn’t drawing fuel … there was no fuel to draw! Nonetheless, the stubborn dog kept arguing that he was right, though he clearly wasn’t. Great Danes, am I right?! Fortunately, this conversation that I was having out loud while standing in the center of my hospital room was witnessed by a passing nurse — not my assigned nurse, but one who understood that I wasn’t just some crazy person to chuckle about or roll her eyes at — and she went straight to my nurse with the information. I was septic, an 8cm X 8cm X 5.5cm abscess on my liver had ruptured and my temperature had risen above 105 degrees. I was delirious, suffering from hallucinations that Continued on page 90

OCTOBER 2026

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I only remember small snippets from, (the above was the clearest of those memories), and before long, I was doubled in pain and “shivering violently” for nearly 3 hours. My nurse went into overdrive, fighting with the overnight Hospitalist and eventually calling the head of Radiology at home at 3:30 in the morning, finally convincing him to start his Monday early and do my MRI at 5:30 in the morning. She administered medications, got approvals and, very literally, she saved my life when so many others would’ve given up and waited at doctor’s advice. The actions of those two nurses combined are the only reason that I’m alive to tell the tale and I’m truly grateful. The reason I tell you all of that is to tell you this: Had I known what the symptoms meant, I wouldn’t have put it off. As it was, I was bound and determined to finish our motocross practice track before the Coffman Outdoors Beta Test Ride Event on August 15th. I’d been working on heavy equipment for a month straight, pushing to haul dirt, rough in and finish obstacles and get woods trails ready for my buddy’s mid-August shindig.

There was a heat wave for two weeks straight leading to the event, with 100 degree plus temps, making everything miserable in the Missouri August humidity, but despite my own 102-degree fever, I kept pushing. And, a week before the event when I started getting a fever and stopped eating food, with a constant pain in my abdomen and fatigue that made me feel nearly narcoleptic, I assumed it was just some weird new Covid variant or some strange virus that needed to run it’s course. After all, since 2020, there are so many viruses that its impossible to keep track. I just ignored it and kept going; kept pushing forward in the heat with the single goal in mind… finish the track. By the time the ride came around, (and yes, I finished the track in time), I was too sick to ride. I showed up for the rider’s meeting, came back to take some photos and, the next morning, I took myself to the Emergency Room. And, of course, early the following morning I almost died after arguing with my wife’s dog about a motor. Like many of you, I’ve spent my life doing dangerous stuff for fun. I’ve broken bones, destroyed knees, shoulders, ankles and even vertebrae on three separate occasions. I’ve spent a good deal of life pointing to a face on a chart and telling a doctor where my pain level was from 1 to 10, although I never claimed a 10. I always kind of thought it could be worse, so I held to a 9, even on the worst ones. However, when I was curled in the fetal position on that hospital bed, “violently shivering,” (nurses’ words, not mine), from the abdominal pain of this illness, I learned just how much distance there was between what I’d thought a 9 should be and where a 10 actually is. I wouldn’t wish that on my worst enemy while in my worst mood. Like many of my garden hose-drinking generation and those before it, my motto has always been to “rub some dirt on it” and keep pushing on. I’ve raced with a duct-taped broken ankle, a broken back and a destroyed knee and I’ve pushed through many illnesses in my life. That all changed in the wee hours of August 17, 2026. Sure, I’m positive that I’ll still push through pain to attain goals that I feel are important and I can’t even promise that I won’t again sterilize a drill bit and drill through a smashed fingernail to release a blood clot beneath, (done that enough times to know that you have to stop the drill the instant that you get through the nail or you’ll go all the way through the finger!) But, now that I know that high-fever + fatigue + abdominal pain + loss of appetite can be so much more than just some virus that needs to run its course, I can assure you that I’ll never again ignore those signs. They did every conceivable test they could while I was in the hospital, trying to figure out how such a large abscess just happened to form on my liver, (this is extremely rare), but unfortunately, we never learned the why of it all. We only know that it did. And, as I sit here in my office on September 7th, with an abdominal drain still coming from my belly and

a Picc Line for daily antibiotics in my arm, I’m truly bummed that I still haven’t gotten to ride the new track that I built. That said, I’m here, I’m healing and I’ll be here to ride it when I’m eventually healthy again. For that, I’m truly blessed. FACT: Sepsis affects 1.7 Million Americans each year and is the leading cause of hospital deaths. Recognizing the signs of T.I.M.E. [Temperature = Elevated, Infection = Signs of or potential for, Mental decline = Confusion, sleepiness or trouble waking, Extremely ill = Extreme pain, discomfort or shortness of breath] can save lives. To learn more, visit the Sepsis Alliance at www.sepsis.org, call your doctor or visit an Emergency Room immediately if you think that you or a loved one is showing signs of Sepsis.

EDITOR’S NOTE: Once and future Top 100 Dealer Bill Little is back in the saddle, both as a dealer and a racer. Given his perspective on the industry and unique skill set (think Mayhem from the insurance commercials), coinciding with midlife crisis and illadvised goal of making the field at Loretta Lynn’s while going back to work in a dealership we decided to chronicle the misadventures of www.2OGRacing.com (Two Old Guys Racing) and their quest for the holy grail... What could possibly go wrong?

OCTOBER 2026

KING OF THE DESERT

Remembering JN Roberts: The Man Who Inspired A Generation By Scot Harden

or generations of desert racers, including me, JN Roberts wasn’t just a name in the history books. He was a benchmark. A standard. A reminder of what was possible on a motorcycle when talent, courage, toughness and an almost instinctive understanding of the desert came together. When I think about JN, I think about a time when desert racing was still being defined. The desert was fresh. There were no whooped-out courses, minimal land restrictions and certainly no factory-built desert weapons developed through decades of experience. There was just a motorcycle, a vast piece of open desert, a few ribbons, some lime, a smoke bomb — and riders like JN who figured out how to go faster and farther than anyone thought possible. JN was the blueprint. He was one of the true pioneers of desert racing and one of the defining figures of the sport’s formative years. His success in events like the first Mexican 1000, the Mint 400, Barstow-to-Vegas and desert races throughout the West helped establish that desert racing could be more than a wild adventure. It could be a legitimate, highly competitive sport requiring extraordinary skill, fitness, preparation and courage.

But statistics and race results only tell part of the story.

What made JN Roberts special was the way he rode. He had an incredible ability to read terrain, carry speed, choose lines and make a motorcycle work over rough ground. He understood that desert racing wasn’t simply about twisting the throttle and hoping for the best. It was about rhythm, judgment, stamina and knowing when to push — and when to conserve. He seemed to have a natural relationship with the desert.

done. It’s the friendships, the stories, the camaraderie and the shared experience of competing on a motorcycle in the middle of nowhere. It’s the understanding that we’re all a little crazy for loving this stuff as much as we do. JN Roberts helped create that culture. That is his real legacy.

That was the part that inspired so many of us who came along later. I was fortunate to come of age when the legends of desert racing were still very real to us. We knew their names—Roberts, Smith, Berquist, Martino, Patrick, Switzer… We watched what they did. We studied their careers. We listened to their stories. And we tried to imagine what it must have been like to lead a desert race overall, in front of hundreds and sometimes thousands of fellow competitors, when the sport was still in its infancy. JN Roberts was at the top of that list. As a young racer, I looked at guys like JN and saw the possibilities. They represented a generation that pushed the boundaries of what could be done on a motorcycle in the desert. They established the culture, the traditions and, in many ways, the attitude that would define Baja and American desert racing. That influence stayed with me throughout my own career. I’ve been fortunate to win Baja races, desert races, rallies and off-road events around the world. I’ve experienced the incredible highs and crushing lows that come with racing motorcycles at speed over terrain that doesn’t care who you are. I’ve ridden factory motorcycles, competed at the highest levels and had opportunities I could never have imagined as a kid. But when I look back at that journey, I realize how much of it was built on the shoulders of the riders who came before me — none larger than those of JN Roberts. He helped establish that a desert racer needed to be more than fast. You needed to be fit. You needed to be smart. You needed to understand your motorcycle. You needed to respect the desert. And perhaps most importantly, you needed the courage to hold it wide open just a little longer than anyone else. That lesson has stayed with me. The generations that followed JN took those lessons and pushed them further. Riders like Mayes, Brooks, Roeseler, Johnson, Ogilvie, Bakken, Wallingsford, Miller, Balentine and so many others expanded the sport, each generation adding something of its own. I was lucky enough to be part of that generation. And eventually, I came to understand something that isn’t always obvious when you’re young: a racer’s legacy isn’t measured only by the races he won. It’s measured by the people he inspired. It’s the young rider who watched him and decided he wanted to race. It’s the motorcycle that got ridden a little farther and a little faster because somebody believed it could be

When I look at desert racing today, I see a sport that has grown enormously. The equipment is better. The preparation is more sophisticated. The races are bigger and the riders are incredibly talented. But underneath all that technology and progress is the same spirit that existed when JN Roberts was racing across the desert: A motorcycle. An open desert. A starting line. A smoke bomb. And the desire to see just how fast you can go. That spirit is difficult to explain to someone who has never experienced it. But those of us who have raced in the desert understand it immediately. We understand why JN mattered. For me, JN Roberts represents more than a legendary racer from another era. He represents a connection to the roots of the sport that has given me so much of my life. He is part of the lineage connecting the pioneers of desert racing to the riders who race today. I feel incredibly fortunate to have lived that life—to have raced with, competed against, learned from and eventually become friends with so many of the people I once looked up to as heroes. JN was one of those heroes.

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OCTOBER 2026

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looking for their own piece of desert, their own finish line and their own adventure. And while we mourn his passing, I think the best way to honor him isn’t simply to remember what he accomplished. It’s to remember what he gave us. He gave us a vision of what desert racing could become. He showed us how to ride with courage. He showed us how to compete with determination. And he inspired generations of racers to go

Every time a motorcycle fires up at the start of a desert race, every time a rider disappears into the dust with the throttle pinned, every time someone looks across a seemingly impossible stretch of terrain and says, “I’m going to be first,” a little bit of the JN Roberts spirit lives on. For those of us who followed, we owe you a debt we can never really repay. We can only carry it forward. Ride on, JN. The desert will never be quite the same without you.

STUNTS UNLIMITED SALUTES JN ROBERTS

tunts Unlimited mourns the loss of one of our own, JN Roberts — a true legend of desert racing, off-road motorcycling, and Hollywood stunt work.

JN was one of the greats. He won 27 consecutive desert races, took the Barstow-to-Vegas four times in a row, and won both the Baja 1000 and Baja 500 twice. He was also a pioneer in the development of protective equipment for off-road racing. His extraordinary talent, innovation, and fearless riding established him as a legend long before his career in Hollywood. Fellow motorcyclist, future film director, and Stunts Unlimited co-founder Hal Needham introduced JN to the exclusive Viewfinders motorcycle club, a group of stuntmen and Hollywood actors who shared a passion for desert racing. Among its members were Ronnie Rondell and Glenn Wilder, also co-founders of Stunts Unlimited, and legendary actor Steve McQueen. After Needham established himself as a successful director, he helped JN launch his career as a stuntman. JN quickly proved himself on both two and four wheels, performing memorable motorcycle and car stunts for film and television and doubling for stars including Charles Bronson and Paul Newman.

JN also helped push the sport of off-road racing forward through his innovative approach to safety. He adapted protective equipment from other sports — including football face guards and shoulder pads and baseball catcher’s shin guards — to create better protection for riders. But to us, JN was more than his accomplishments and his legend. He was a member of the Stunts Unlimited family. Our deepest condolences go out to his family, friends, and especially his son, Jimmy N. Roberts, who carries on that family connection as a member of Stunts Unlimited. Ride on, JN… You will be missed.

OCTOBER 2026

However, I think the broader issue is more complicated than simply saying younger people are no longer interested in motorcycles. Consumer behavior has changed considerably over the last 40 years. Electronics, cameras, watches and even automobiles that were once major purchases eventually became more affordable and accessible through global manufacturing. Powersports may be experiencing its own version of that shift. The downside is that a less expensive motorcycle purchased primarily as a commodity may not create the same dealership relationship, brand loyalty or rider activation that many of us grew up with. The other side is that the barrier to entry is becoming lower. A 22-year-old who cannot justify spending $25,000 on a motorcycle may still get on two wheels for a fraction of that amount. It may be a sportbike, a smaller-displacement motorcycle or a brand that many traditional riders would not have considered 20 years ago. But that person is still riding. Look at gatherings such as the one that took place about three weeks ago in Chicago. They attract a younger, more diverse, sport- and stunt-oriented audience that participates very differently from the traditional Rally customer. I do not see an absence of interest. I see interest being expressed differently.

ELVIS HAS LEFT THE BUILDING... Sturgis Slump? Is SEMA The Solution? By Kevin “Elvis” Vaughn

ne of our industry’s longest standing litmus tests has been the Sturgis Rally. So did the V-Twin industry groundhog see shadows of things to come? Sturgis traffic was down this year... But, that does not automatically mean interest in motorcycling is disappearing. The South Dakota DOT counted 448,166 vehicles entering Sturgis during the 10-day Rally — approximately 16.6% below 2025 and 10% below the previous five-year average. Those numbers matter. Cost, weather, changing travel habits and the aging of the traditional Rally audience all deserve consideration.

Those riders may not attend Sturgis today. But what will they ride at 35? At 45? Where will they travel, and which events will matter to them then? Is SEMA the solution?

That evolution may take another 15 or 20 years to reveal itself fully. The question for our industry is not how we make a 22-year-old participate exactly like a 52-year-old. It is how we build a meaningful relationship with that rider today so our dealerships, brands and events remain relevant as their life and riding habits evolve. Declining attendance at a traditional Rally may be a warning about cost, format and accessibility. It is not necessarily proof that people have stopped wanting to ride. Interest remains... but usage — and participation — are changing. Are we measuring a decline in motorcycling, or a decline in one particular expression of motorcycle culture?

Coreline Search is a founder-led executive search and talent advisory firm serving dealerships, dealer groups, OEMs, manufacturers, vendors, suppliers, and select emerging industry brands across North America. Founder Kevin “Elvis” Vaughn brings nearly 20 years of experience across powersports, dealership operations, and executive search. His career began on the sales floor and progressed through sales leadership to General Manager at Killer Creek Harley-Davidson, Managing Partner and General Manager at Black Wolf Harley-Davidson, and General Manager at House of Harley-Davidson. Across those roles, he led teams, rebuilt operating cadence, strengthened accountability, aligned departments, and remained directly responsible for the results of the hiring decisions made inside the business. Before founding Coreline, Elvis also led executive search engagements across the powersports industry, partnering with dealer groups and industry businesses on leadership structure, succession planning, and high-impact hiring. A U.S. Air Force veteran, he brings a leadership philosophy shaped by discipline, accountability, and operational clarity. Click here for details: corelinesearch.com

AIMExpo................................................................................. 3 Bobcat.................................................................................... 7 Dealer Intelligence Groupe David Gatti AI.....................60 Denago PowerSports.......................................................... 2 DX1.......................................................................................13 Ekho.....................................................................................57 Find It Now..........................................................................19 HJC Helmets........................................................................... 9 Kawasaki.............................................................................47 Kayo USA.............................................................................49 KYMCO..................................................................................37 Legacy Dealership Services..............................................15 Massimo...............................................................................35

Motorcycle Industry Council.............................................17 MotoMorini..........................................................................11 NCM Associates...................................................................59 NPA.......................................................................................99 NPDA....................................................................................43 Performance Brokerage Services....................................23 Phoenix Handlebars...........................................................41 Segway.................................................................................65 SEMA....................................................................................24 TMI Products.......................................................................36 Terra Motorcycles...............................................................69 Turn 14 Distribution ....................................................CVR4

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

OCTOBER 2026

To the first responders who fought bravely to contain the blaze, our deepest gratitude. To our incredible customers, partners, and neighbors who have reached out with messages of support, offers to help, and words of encouragement: your kindness has been our guiding light during a very dark week. Setbacks test what a team is made of, and while the road ahead will take time and hard work, we are facing it head-on. This is a pause, not the end of our story. We are already laying the groundwork to rebuild—stronger, better, and more dedicated than ever before. We will be back!

TO THIS...

isplaying its will to rebuild… and the Nash family sense of humor, the social media posts shifted from smoldering UTVs to this: We beat you to it… Nash Powersports Mesa is on the mend and getting some TLC. Working hard to re-open soon. Meanwhile Nash Phoenix & Nash Scottsdale have got you covered 7 days a week while we rehab our east valley location.

FROM THIS...

n Sunday, September 6, Nash Powersports suffered a catastrophic fire, but dealership patriarch Bill Nash vowed that Nash Powersports would rise from the ashes: One week ago today, our world changed in an instant. A devastating fire swept through our facility, leaving behind charred walls, smoke and a reality none of us could have prepared for. Walking the grounds over the last seven days has been heartbreaking, but amid the damage and debris, one thing has never been clearer: our foundation isn’t made of concrete and steel — it’s built on our people, our passion and our community. We want to be transparent with you: We are temporarily sidelined at our Mesa location. Daily operations have paused while we assess the full extent of the damage, coordinate with safety teams, and begin the rigorous process of cleanup and restoration.

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NPA AT SEMA. POWERSPORTS IS IN.

Heading to Las Vegas? Find us in the Powersports section.

Nov. 3-6 | Booth 61246 | Las Vegas Convention Center - West Hall

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