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EDITOR’S NOTE
LETTERS
SHIFTING
OEM UPDATE: FANTIC Cuore Italiano!
INDUSTRY RESEARCH+ Lenny Sims On J.D. Power Numbers
InDUSTRY RESEARCH+ Don Musick On Who Was That Masked Man, Part IV
INDUSTRY RESEARCH+ Jim Woodruff On NPA AWP In Review
INDUSTRY RESEARCH+ Pied Piper ILE Results, Indian Wins, Again
eDEALERNEWS
Ducati Charges Into MotoE For Season 3
CURRENTS+ eNews From Around The Circuit
NPDA HOLESHOT
NPDA Introduces EDGE
NORTH CAROLINA MOTORCYCLE DEALER ASSOCIATION Meeting Of The Minds
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Following is a piece I wrote 5 years ago--the last time Harley-Davidson fired a CEO. It is reprinted word-forword. Whatever unwanted advice I may have offered was ignored. The Motor Company continued to pour billions of dollars down the stock buyback shitter; tone deaf management left Juneau and never returned; the staff parking lot became one of the most lavish homeless encampments anywhere. Meanwhile, customers and dealers are holding on for dear life.
The current Boardroom drama is undecided.
We were approached by H Partners, and what we heard was no surprise. A great (greatest?) American brand has been run down the well-intentioned (?) path to hell.
It is long past time for big change.
Harley (and our industry) needs an Evangelist — a passionate rider and salesman or saleswoman who will rebuild our culture; who will celebrate our community; who will remind the world why life on two wheels is a richer and fuller life.
There is no time for more missteps.
I don’t know if I’ll be vertical in five years... but I pray that if I pen another piece on Harley, it will not be a reprint of this one. Rather, may it be about how the Eagle was freed for a second time. And it flew high.
A START
Reserving The Right To Be Wrong...
I’ve always had a keen sense of the obvious.
What is not so obvious is where Harley-Davidson should go from here. So, at the risk of getting it wrong…
I’m writing this in the week after Matt Levatich’s resignation. For the past five years it has been his show. A truthful way to describe his tenure is to say that he “managed decline.” In his final statement, he claimed he was proud of what was accomplished “during challenging times.”
Matt is a guy you would enjoy having a burger and beer with. He is smart, thoughtful, and I believe, truly loved the brand he spent 26 years with and that made him a very wealthy man. He is an engineer by trade, coming out of western New York and Rensselaer Polytechnic Institute (RPI). The awesome renaissance of Harley’s manufacturing prowess (a result of steps initiated by Matt’s predecessor, Keith Wandell) and the technology being dialed into not only products like the flagship electric Livewire, but into bikes across the product line — and more is on the way — gave Matt something to be proud of. Sales and marketing of the iconic brand, not so much.
So, what about that “managed decline”? Was it inevitable? What has Harley’s decline meant to our industry? And, most importantly, what can be done to turn this ship around?
Harley needs a salesman (or woman) and industry champion at the helm. Not an engineer. Not an operations expert. Certainly not a finance person. Not even a “sustainability” chief. What Harley needs is a sales zealot. A person who thinks every hour of every day about how to evangelize our sport, our lifestyle, our community. Someone who can proselytize for the moto life in all its rich diversity; for all its pure joy, fun, freedom and friendship! Harley needs someone who cares about our industry and will generously reach out to the AMAs and the MICs and the AIMEs and the world’s other OEMs and listen. The industry needs Harley... And Harley needs this industry. The next leader of Harley must be at every turn an industry leader. Good things will happen when Harley is back to the industry table.
Harley has a long history of ups and downs. Many of each. But when it has been at its best, it has listened to its Dealers. Imagine that? Not just perfunctorily with advisory boards that no one wants advice from, but real dialogue between respected colleagues, all of whom have enormous stakes in the game; and all share a love of this industry and this brand. Yes, talking to people who know how to sell motorcycles would be good.
Finally, Harley needs to hire a leader who will walk away from the finance people who have so ruinously led them down the path of stock buybacks and dividend increases. Nothing wrong with those things in moderation, but Harley has been anything but moderate. In the last nine years Harley did share buybacks of in excess of 90 million shares at an average cost of over $50 per share. The stock traded at $23 today. That is a “marketto-market” loss of $2.4 billion. And massive debt was incurred to finance those ill-advised stock purchases. By the way, the Board just authorized an additional 10,000,000 share repurchase. Imagine what even a small percentage of those dollars had been used to hold prices, fund industry new rider initiatives, assist Dealers with better training and technology and all the other things that build a brand.
Precious financial resources need to be focused on selling. Selling what? How about campaigns that celebrate our customers — tell their stories of adventure and all the
enormous good they do on behalf of countless charities. How about more accessible financing? How about letting the world see themselves in seeing our inspiring and diverse customer base? Selling what? How about a plan for profitable Dealers? No, not the one where you talk about it, but nothing gets done.
Selling what? Here’s where I reserve again the right to be wrong. But it is my conviction, after a lifetime on two wheels, that I could be happy on any two wheels! Yes, happiest, I suppose, on a Harley. Forgive me that. But Harley represents approximately half of the North American market and it simply must be healthy and do its part to lead our industry in so many important ways.
Jochen, listen to your Dealers. Their passion is legendary. Their sales skills indisputable. With your past sales success at Puma and healthy Dealers in harness, you’ll be unstoppable!
Bob Althoff, W.L.M.
MAX MARGIN. FAST MOVERS .
SERIOUS OPP ORTUNIT Y
Editor’s Note
By Robin Hartfiel
DEJA VU, ALL OVER AGAIN... Again
Déjà Vu is the feeling that we have been here before… From the hour glass cover and Bob Althoff’s prescient Jack Welsh-inspired column looking around the corner to the 20/20 hindsight of Peter Thoeming warning us from down under about the “Sustainability Taliban” what is playing out with Harley-Davidson is uncannily familiar ground. Even something seemingly as mundane as the Shifting Gears column announcing Jochen Zeitz was stepping in as interim CEO, the Board was being shuffled and former CEO Matt Levatitch was wished well in his future endeavors eerily familiar!
There was even a rogue investor challenging the Board! Instead of H Partners, it was Impala Asset Management’s preliminary proxy materials for its nomination of candidates at The Motor Company’s 2020 Shareholders Meeting… you can’t make this stuff up: issuu.com/dealernews/docs/issue__3_mar_2020/48
What has changed since 2020 is that Harley-Davidson has lost market share and EBITDA (see the quarterly financials in this issue for the facts). Worse, they have lost a lot of legacy dealerships that just walked away from 80+ year operations because the land was worth more than the store. We may have overcome the COVID crisis that hit the first time we ran this cover, but Harley-Davidson is still sick.
Is the ouster of a CEO the cure for what ails Harley? Perhaps if another visionary like Rich Teerlink can be found… unfortunately, Rich recently passed away and his type of leadership is sorely missed in Milwaukee and the legion of Dealers who shared his vision of what Harley-Davidson could be. Godspeed Rich.
Another legendary leader from the gang of 13 that saved Harley from the AMF era back in 1981, Jeff Bleustein, served as CEO from 1997-2005. I connected with his son David to see what the RX might be. “With Harley-Davidson, there is history, passion, camaraderie, aspiration and sometimes even a sense of belonging to something larger that is unlike any other brand. Unfortunately, much of what makes HD so special has been damaged by a series of actions taken by the company… and the spirit of partnership that existed between The Motor Company, its employees and dealers has deteriorated. In my view, hope is not lost — but the time for change is very clearly upon us.”
As Jeff’s son and as a shareholder Bleustein shares 4 near-term focus items for whomever ends up in leadership roles… First and foremost is to restore the symbiotic relationships that made Harley-Davidson special. “Repair the relationship between the leadership of The Motor Company and its employees, dealers and customers.” A critical step in that process is every member of the ecosystem must RIDE!
“Executives should participate in rides and events to better understand the product and culture, as well as create personal relationships with dealers and customers,” David says. “It wasn’t all that long ago that executives committed to two dealer events per year.” We would also add at least one dealership visit a month should be mandatory backed by quarterly DAC meetings for the Board and C-Suite folks at Juneau Ave.
To keep leadership in lockstep with dealerships, David suggests a little fiduciary responsibility would go a long way. “Realign management incentive programs to focus on system profitability. System profitability defined to include dealer profitability and incentives delivered to non-executive workers. It’s critical that dealer profitability improves, which in turn will drive dealer investment in their stores and events. Trust and partnership can be restored. I believe The Motor Company needs to extend the olive branch...
“Increase motor company management accessibility at all levels. I believe Harley-Davidson should revisit its headquarters strategy. Does that mean reopening Juneau Ave HQ? “In my view, ‘working from home’ has impaired inter-department coordination and the building of relationships between coworkers. The company should also revisit the LiveWire program, reinvigorate the Harley Owners Group (HOG) and design communication programs to let the core rider understand that change is afoot.”
Sounds like a solid start, David. Let’s hope we can end this cycle of deja vu all over again… Check in with me in 5 years.
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.
MOVING ahead
A VOICE IN THE WILDERNESS
The next Harley-Davidson CEO will determine whether the world’s most iconic hard goods brand survives in current form to see the next decade. Harley-Davidson doesn’t need reinvention: It needs reconnection — with its riders, its dealers, its roots and its future.
This brand was built on grit, freedom, rebellion, and loyalty. Not through digital clicks or influencer campaigns, but through the visceral experience of riding — and the brotherhoods and sisterhoods forged on the road.
The next chapter requires a leader who:
-No one saw coming
-Has a proven track record of growing and curating brands its customers have a love for, beyond reason
-Knows what it’s like to hand a rider the keys to their first Harley-Davidson motorcycle
-Understands the Harley-Davidson dealer network is the Brand’s heartbeat
-Believes in innovation, but not at the cost of identity
-Knows the ridership pipeline begins not in a social feed — but in a spark of imagination
The soul of Harley-Davidson still burns.
It just needs to be led by someone who remembers why it caught fire in the first place.
Let’s reunite Harley with the people who made it legendary — and introduce it to the ones who will carry the torch from here.
Now hire from within. Someone who maybe started on the loading dock or pushed a broom while taking night courses at the Community College. All because of the love the brand. You know, that person who rode his old Ironhead to work every day even in the snow. All because they loved the brand. It’s spring time… send them to all the bike events undercover and talk to all riders and check out the bikes. See what is actually going on with the bike scene and what people are thinking. Willie G did it and helped save the company. The next move is on you Harley-Davidson and it could be your downfall.
George Romano Via Facebook
HARLEY NEEDS DIRT BIKES
Harley needs to enter a Dirt Bike and a 300, and 700 Dual Sport Bike. But they need real riders to guide the process. Problem solved for the younger generations and generating interest from new riders. Never lose the core line, this is just an addition.
Motorcycles & Coffee Gilbert, AZ
HOW?
How does Harley attract more beginner riders?
How can they diversify the lineup without losing the HD brand loyalty.
How can they lower production costs and still keep the “made in America” tag?
Harley has huge problems. Can’t offshore production. Can’t add smaller bikes. The boom HD had in the 2010’s was largely due to demographics. Gen X and young Boomers hit their 50s and sales spiked. A 30 year old today couldn’t care less about a $17,000 bike. I don’t see them surviving another 5 years.
Alan Eads Via Facebook
PS Don’t get me wrong, I want Harley to survive but all motorcycle manufacturers have to figure out how to get new riders while keeping costs down. I don’t want HD to have to go through what KTM is doing. The new CEO has a tough job ahead.
SPOT-ON
Alan Eads — a spot-on summary — or at least the beginnings of one. It is an undeniable squeeze from all sides. I think it’s pretty clear Zeitz was in it to win it and was well aware of the squeeze. I haven’t followed it well enough to be an expert on the subject, but my sense is he is admitting not only his own defeat but HD’s, too.
A TRULY COMPLETE reimagining of the company and its products is the last hope. Zeitz tried to save it by balancing on the wire between old and new. It didn’t work. Things have worsened considerably in the meantime. Fans should be commending him for his efforts to find a balanced way forward while there was still a chance that could succeed…
That phase is over.
Now it’s TOTAL REINVENTION or fade out and die just like the VAST
SOUND OFF!
majority of HD riders are personally doing right now. Time stands still for NO ONE. Not even a life-long Harley rider. Time marches on. Adapt FULLY or slowly become irrelevant to the point that you’re a ghost, haunting those living in the present.
It brings me great sorrow to see this and to say this. But reality sometimes BITES. Denying reality does no one any good in the long run. It sure didn’t help HD.
David Mickelberg Via Facebook
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SILVER LINING
Alan Eads, our local dealer is breaking records! You cannot tell me H-D is in a slump because we are in a small town and are still on top and we are on trend to break a record this month as well. So many people love ‘The Brand’. Harley-Davidson is here to stay!
Meredith May Banks Via Facebook
ARCTIC CAT’S 9 LIVES
More lives than a cat? The embattled snowmobile OEM had been put on hiatus and its dealers left in limbo by Textron this spring, but word dropped as we were coming live with this issue that former Arctic Cat executive and current ARGO chief, Brad Darling has teamed up with an investment group to acquire the Thief River Falls-based manufacturer of snowmobiles, ATVs and Side-by-Sides. The deal was a buzzer beater, superseding an offer from Tao Motors from China that had been presumed fait accompli!
Newly appointed CEO and President of Arctic Cat, Brad Darling is eager to start moving the brand forward, stating “The pursuit of the checkered flag is in Arctic Cat’s DNA. It’s what we were built on. Like anyone who has ever grabbed the throttle – it’s a relentless drive that pushes us forward and sparks our passion. Today is the start of a new chapter, one where Arctic Cat returns to the race, but with a powerful understanding: this race is never-ending, and our intent is to lead.”
Since taking ownership of Arctic Cat in 2017, Textron Specialized Vehicles invested a great deal of time and resources to keep the brand and its technology at the forefront. This dedication was most recently proven with the release of the all-new Arctic Cat 858 C-TEC2 engine and Catalyst snowmobile chassis.
“We seek to continue Arctic Cat’s investment in its brand, products, people and dealers, extending its positive momentum. As a permanent fixture of Thief River Falls, MN for over 63 years, this iconic brand has benefited from the passion of not only the employees but also the entire community. We are now able to wipe away any uncertainty and are looking ahead with great excitement,” continued Darling.
After a 17-year tenure at Arctic Cat, Darling assumed the role of CEO and President of ARGO in 2016, where he remains today. Founded in 1967, ARGO is the worldwide leader for amphibious Xtreme Terrain Vehicles (XTVs). Their unmistakable 6- and 8wheeled amphibious vehicles are well known for their ability to “Go Anywhere.”
Darling will continue to lead both companies into the future while leaning on potential synergies shared within the offroad segment. While each brand will be owned and operated separately, the brand alignment of ARGO alongside Arctic Cat is a perfect match as Arctic Cat’s line of machines bring the passion on and off the trail, while the ARGO adventure starts where the trail ends.
TIME TO SCOOT
A couple of the scooter market leaders have combined forces as Scooterworks USA has officially merged with Parts for Scooters. With this merger, Scooterworks expands its product lineup to include the strong brands Parts for Scooters has been known for while also adding increased parts support for Genuine, Honda, Yamaha, Vespa and GY6/QMB. Starting in May, customers will find the full range of Parts for Scooters products available directly from Scooterworks.
Stronger Together: “This merger marks an exciting milestone for Scooterworks USA,” states Adam Sawyer, National Sales Manager at Scooterworks USA. “Parts for Scooters has been a pillar of this industry, known for providing top-quality scooter parts and unmatched, toptier customer service. By integrating their catalog into Scooterworks USA, we’re making it even easier for riders, repair shops and scooter dealers to find everything they need in one place.”
“This merger ensures that customers will continue to receive top-tier products and support,” adds Matt Maney, former President at Parts for Scooters who will join the Scooterworks Team. “We are excited to see our products become part of the Scooterworks USA family and remain committed to serving the scooter community.” For more information, visit: Scooterworks.com
DEALER NEWS:
Red River Harley-Davidson Becomes Copperhead Harley
It is the end of an era at Red River Harley-Davidson. Jim & Vickie Gilmore would like to thank everyone who supported them over the past 40 years! “It was one hell of a ride! Red River Harley-
Davidson Family Owned & Operated Since 1985! LET’S RIDE!”
The Gilmores opened Red River H-D back in 1985 as two young lovebirds with a big dream! As RRHD came to an end, Jim was reminiscing with friends as he fondly recalled the moment that he knew this was the life for him. It may feel like yesterday but many years ago he took Vickie out on a lunch date, riding his 1974 Sportster...that he had keenly removed the backrest after their first date way back when they were in High School because he knew if removed it would force Vickie to lean on him...Jim you sly dog!...
As they rode away from lunch he pulled over to check out the window of the then Harley shop in downtown Wichita Falls and he told Vickie, “What a dream to sell & service Harleys…I sure would love to do this someday.”
With a WHOLE LOT of hard work & dedication Red River H-D became the award winning dealership with a reputation for honesty, integrity, & an undying passion for riding Harley that it is today! Jim, Vickie, Jason, Bobbie, Ace & Hank the Shop Dogs would like to personally thank you all from our family to yours for your support over the past 40 years!
“Unfortunately we were unable to make it another year. 2025 marks our 40th year anniversary but it was bittersweet for RRHD as we had to sell our dealership. Jim, Jason, Bobbie and Alyssa will continue to work the Service Dept. under the new ownership.
DEALERSHIP REVEAL PARTY
Congratulations! It’s Another Hannum’s Harley Store “We are beyond excited to announce that we officially have the permits for Hannum’s West Chester Harley-Davidson,” says proud patriarch Tommy Hannum of his latest Dealership Reveal. “Thank you to West Chester and West Goshen Township for all of your support and township meetings making this possible.” Of course it takes two to tango, and Hannum is quick to credit his better half for expanding the family. “Thanks to our great team for leading the charge for the new store.” However, this is just the beginning! “We have more in store for the new store,” quips Hannum. May 5th was the official “shovels in the ground party” celebrated with Rita and Tonda Hannum.
NEW DEALER PORTAL OPENS
Kayo USA is proud to announce the launch of its completely redesigned dealer portal, offering an upgraded, professional
platform that aligns with industry standards and provides dealers with a significantly improved user experience. “This update represents a major step forward in our commitment to supporting our dealer network,” said Anthony Fay, Parts & Service Director, Kayo USA. “Our new portal is not only easier to navigate but also aligns with the expectations of today’s powersports professionals.”
According to Anthony, the new portal has been developed with direct dealer feedback in mind, combining a more intuitive interface with robust functionality to better support dealership operations. Familiar tools such as parts ordering and warranty submissions remain at the core, now accompanied by new features that elevate day-to-day efficiency—including access to historical orders and invoices for enhanced tracking and reporting.
The updated platform is now live and accessible to all authorized Kayo USA dealers. Dealers who need assistance accessing the new system can watch the online tutorial up at Kayo’s YouTube channel, reach out to their Kayo rep or contact dealer support at info@ridekayo.com
For more information about Kayo USA or becoming part of its growing dealer network, click here: www.ridekayo.com
THE DIRT ON TRIUMPH CONTINGENCY
In dishing the dirt on the new contingency program, Triumph Motorcycles America General Manager Rod Lopusnak says, “The launch of this program is a major milestone in Triumph’s emergence to top-level off-road competition.” The Triumph Racing Contingency Program supports and rewards amateur racers competing in motocross, supercross and off-road racing events throughout the United States and Canada.
“With the potential for millions in cash payouts, the Triumph Racing Contingency Program empowers riders of all skill levels, whether seasoned vet riders or rising amateurs, to turn their race-day success into real rewards.” Promoters can also apply to have their race series or events added to Triumph’s expanding list of supported competitions.
Getting started is easy. Riders simply register their eligible Triumph machine on the all-new contingency platform, compete in approved races, and earn cash payouts for top results. Triumph has partnered with race contingency leader, Brandecation, to have rewards sent directly to the rider’s prepaid card, bank account, or preferred digital payment service, with no red tape, no hassle.
“We’re proud to stand behind our amateur racers and provide meaningful support as they chase victory on the track and trail,” concludes Lopusnak. “We’ve built world-class motorcycles, now it’s time to reward the grit, grind and glory of grassroots racing.” Non-factory racers can register for the program now at: www.triumphracingcontingency.com
MAVTV IS NOW RACER NETWORK
MAVTV, the nation’s premier motorsports cable TV, FAST channels and streaming platform has been acquired by the RACER media group. The combination will provide the Irvinebased RACER brand with a substantial additional base of operations in another of the United States’ motorsports and
automotive centers, Indianapolis, where MAVTV is located. The company expects no changes to staffing or operations, ensuring continuity in operations and production.
“This is an exciting day for motorsports media,” said CJ Olivares, president of MAVTV. “We are deeply grateful to the Lucas family and Lucas Oil Products, whose support and vision shaped MAVTV into the success it is today. Now, under the RACER banner, we will redefine the way content for motorsports and its adjacent sectors is delivered and experienced, and establish the largest, most comprehensive motorsports media platform in North America.”
“Since we completed our capital raise last September, our business, our content offering, our marketing solutions and our team have evolved rapidly. Additional signals of our change and our future are literally days away, and we can’t wait to share those with the marketplace, as well,” added RACER founder and Chief Executive Officer Paul Pfanner. “This acquisition fortifies two of the four strategic pillars we’re pursuing as a brand, pillars we call ‘follow’ and ‘market’, which relate to amassing the largest motorsports following in North America –the most important motorsports and automotive market in the world – and offering our partners, customers and brands the tools they need to succeed.”
Real Suspension Seat Technology
S&S Cycle, Inc.
Howard Kelly (608) 627-0209 ext. 1209
HKelly@SSCycle com
Feb 24, 2025
Industry veteran Suzie Kirby has joined the Seven MX team as National Sales Manager With a wealth of experience in the motorcycle industry, along with extensive knowledge in the apparel and helmet sectors, Suzie brings a strong background that will be instrumental in supporting Seven’s growing dealer network and expanding the brand’s footprint across the U.S. “We are excited to welcome Suzie to the Seven family,” says CEO Dennis Bloch “Her industry expertise and proven track record in sales and brand development make her the perfect fit for our team. Suzie has spent years working with top brands in the industry, building strong relationships and driving success in the retail and distribution sectors.” Kirby adds, “I am truly honored to join Seven and be part of a dynamic team that shares my passion for motocross and innovation I’m excited to contribute to the company’s growth, enhance our premium product offerings and strengthen relationships with our valued dealers across the country . The future of Seven is bright, and I look forward to being a part of its continued success!” For more information about Seven, click here: www.sevenmx.com
FOR IMMEDIATE RELEASE
S&S CYCLE WELCOMES BACK JEREM
[Feb 24, 2025, Viola, WI] —
Mina Hami is the newest member of the Beta Motorcycles team. She is focusing on creating high-quality video content that showcases Beta USA’s motorcycle models, race teams and brand, further strengthening the company’s digital presence and connection with the riding community . “We are thrilled to have Mina join the Beta USA family,” says Marketing Manager Bryan Wunsch “Her talent and enthusiasm for the sport will bring a fresh perspective to our media efforts, helping us share the
OEM update: “I’m happy to share that I’m starting a new position as Powersports Media Coordinator at American Honda Motor Company,” says Madison Ebberts. “After 2 1/2 years with Jonnum Media as the 4-wheel PR Coordinator, I am happy to now have been brought in-house at Honda. I will now coordinate 2-wheel and 4-wheel media activities along with logistics, inventory and service shop management. I have learned so much and am extremely grateful for my time with Jonnum Media. I am glad to still be working with the Jonnum Media team
S&S Cycle is excited to announce Gilbert as the Senior Manager of Special Projects. Gilbert was from 2004 to 2014, working everywhere from manufacturing Jeremy returns, bringing with him his extensive experience manufacturing sphere.
Back in the saddle again! Industry stalwart Jeremy Gilbert joined the team as Senior Manager of Special
We’re excited to introduce fuel injection to some of our most popular models—Predator 125 EFI, Bull 125 EFI, Storm 150 EFI, and Bull 150
These new machines are CARB and EPA approved, meaning they’re legal to sell and ride in all 50 states. No more tuning jets or struggling with cold starts—EFI delivers smoother power, easier maintenance, and improved performance at any altitude.
We’ve also taken things up a notch on the Predator 125 EFI and Bull 125 EFI, equipping them with a new LCD display, upgraded grips, and grease service points for better durability and an enhanced riding experience.
Now’s the time to stock up—these will move fast! If you’re not already a Kayo dealer, don’t miss out on this opportunity to bring the latest in small-displacement powersports to your customers. Contact us today and join the Kayo family!
EFI!
Continued from page 16 Projects. This is not Rodeo’s first stint in the S&S saddle: Gilbert was originally with S&S Cycle from 2004 to 2014. “I was very eager to bring Jeremy ‘Rodeo’ Gilbert back to the S&S family and have not been disappointed,” said Director & Shareholder, Brett Smith. “He started out as Sr. Manager of Special Projects and quickly earned a promotion to Director of Logistics, a position we haven’t filled in quite some time. Having such dedicated, experienced, and passionate leaders at S&S like Jeremy is why we’re going to win and win big in 2025 by providing the ultimate customer experience through Proven Performance in the powersports industry!” Gilbert adds, “I am looking forward to using my passion for motorcycles and leveraging my previous experiences working at the industry-leading provider of V-Twin Proven Performance.” He holds a Bachelor of Science in Industrial Engineering with an Emphasis on Manufacturing Engineering from the University of Wisconsin-Stout as well as a Black Belt in Six Sigma… But most importantly, he is a member of the S&S Cycle 11-Second Club
Did you catch the Gryphon Moto crew in action at AIMExpo? Industry veteran Randy McBee joined the Canadian apparel innovator just in time for the trade show. McBee is now calling on Gryphon’s dealers in his role of Sales/Development for Western Canada. Having spent more than 35 years working at the distribution level — as well as significant time at the retail level in dealerships, Randy brings
a wealth of experience and industry knowledge to this position. “Randy’s deep understanding of both sides of the industry makes him an invaluable addition to our team,” notes Gryphon owner Gary Cuzner. “We are confident that his expertise will enhance our ability to serve the dealers better.” Randy currently resides in Kelowna, British Columbia, where he’s an avid motorcyclist, snow biker and mountain biker. “Gryphon being a family business aligns with my values,” adds McBee. “It is a great match to support all of western Canada as traveling and having a close working relationship with all the powersports dealers is important to me.”
Former Ducati North America director of sales planning and GM/ Owner of Ducati New York/ Triumph New York Steven Radt is now the headmaster for old school motorcycle marque Norton. “I’m honored to step into the role of Head of Sales, U.S. for Norton Motorcycles — a brand with a rich heritage dating back to 1898 and a legendary reputation in the motorcycling world. Norton’s legacy is built on innovation, craftsmanship, and performance, and I couldn’t be more excited to lead the charge in establishing U.S. operations and bringing this storied brand to a new generation of riders.” Most recently the head of sales for automotive innovator Polestar , Radt says he is ready to get back in the saddle at a motorcycle operation. “I’m looking forward to working alongside industry veterans and subject matter experts as we relaunch Norton in the U.S. and reignite the passion for this iconic marque.”
Denago is “clinking it up a gear” with the addition of industry veteran Craig Clinkenbeard as the Regional Sales Manager calling on dealers in the Western U.S. “Craig brings more than 25 years of experience in the powersports industry to Denago,” says GM David Garibyan . Growing up in his family’s marine dealership , Clickenbeard gained hands-on knowledge of retail while developing a passion for dirt biking across the California desert and area motocross tracks . After college, he worked with top brands, including Suzuki, Can-Am/BRP and CFMoto , where he focused on building dealer networks and supporting their success in a highly competitive market. “I’ve been following Denago for some time and was impressed by the quality of their products at such a competitive price,” claims Craig. “I’m excited to help grow the brand in California and partner with dealers to deliver exceptional value to their customers.” Based in Orange County California , Clinkenbeard is clearly out to strengthen Denago’s presence and drive continued success for its dealers.
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HARLEY HAPPENINGS: THE CLOCK IS TICKING
HARLEY-DAVIDSON DEJA VU?
Five years ago, Dealernews ran the news that Jochen Zeitz had been named CEO and Board Chairman unexpectedly after quarterly financials were released. Meanwhile Boeing VP Michael Cave was named “presiding director” per The Motor Company’s bylaws and former President/CEO Matt Levatich was out because motorcycle sales continued to fall in 2019.
“Despite new models and expanded overseas operations, project revenue was flat at $4.6 billion,” explained Levatitch in an analysts call a week before Zeitz took over. “Wes have a lot more work to do... and you can see that in the numbers.” Citing demographic changes with the customer base that were impacting sales and noting the Baby Boomers who drove sales for motorcycles and other recreational vehicles for decades were aging and buying fewer new models, Levatitch concluded, “we need to accelerate our pace.”
Sound familiar? That was five years ago... LiveWire, Rewire and Hardwire notwithstanding it would appear that the sands are still trickling through the hourglass as Harley’s once vaunted market share continues to erode?
H-D CEO TO RETIRE?
Reuters, Milwaukee Journal Sentinel and a number of credible sources are reporting that Jochen Zeitz plans to retire in 2025. While Reuters was curious about what Wall Street thought about the announcement citing a number of investment analysts, Dealernews wants to know what Harley-Davidson dealers think and who they believe is right for the role to lead The Motor Company moving forward.
April 8 (Reuters) – Harley-Davidson’s (HOG.N) Jochen Zeitz plans to retire as CEO in 2025, the company said on Tuesday, ending a five-year tenure marked by efforts to revive the American motorcycle maker struggling with plummeting demand.
Zeitz, who had helped revive German footwear brand PUMA (PUMG.DE), near-bankrupt business, joined Harley’s board in 2007 and was tapped as CEO in May 2020.
“Jochen has done a nice job of shrinking Harley’s global footprint and refocusing the company on its core Touring bikes and large Cruisers,” said Raymond James analyst Joe Altobello. “Unfortunately, the industry has been challenged by several factors, including higher interest rates; at the same time, consumers appear to prefer smaller and more affordable bikes, which is not Harley’s strength.”
Harley in February forecast 2025 profit and motorcycle revenue to be flat to down 5% as consumers temper bigticket purchases.
“Lack of end-market demand looks likely to continue for the foreseeable future and has undermined the turnaround plan and shaken the confidence of dealers & investors,” Longbow research analyst David MacGregor said…”Prospects for meaningful progress appear further out of reach at Harley as it gets caught in the crossfire of an emerging global trade war.”
Harley’s shares were up about 1% at $22.9 in morning trading amid a rebound in the broader markets. They are up more than 11% through Monday’s close since Zeitz took charge, compared with the 77% rise in the benchmark S&P index.
HARLEY-DAVIDSON CONFIRMS CEO SEARCH
The headlines coming from The Motor Company have been confirmed. The official statement was issued by H-D Investor Relations on April 8: The Board of Directors of Harley-Davidson, Inc. (the “Company”) (NYSE: HOG) today confirmed that it is engaged in an on-going CEO search process, as part of the Board’s succession planning responsibilities.
The search process was initiated in Q4 2024 with the retention of a leading executive search firm after Jochen Zeitz, the current CEO, expressed his interest in retiring from the Company in 2025 after five years in the CEO position, and subject to the appointment of a suitable successor. Mr. Zeitz will remain as CEO until such a successor is identified to ensure an orderly leadership transition.
The Board is grateful to Mr. Zeitz for his many significant contributions to the Company as CEO. These contributions include, but are not limited to, the creation and successful execution of the Hardwire, the Company’s five-year strategic plan (2021-2025), reinvigorating the brand, and his leadership during one of the most challenging operating environments in the history of the Company.
theories begin! According to a by-lined Bloomberg blurb, The Motor Company could be considering selling HDFS. However, the cryptic lack of facts, an unnamed adviser, citing “sources familiar with the matter,” etc. smacks of clickbait. So much so that an unnamed Harley source has declined to comment on “the people’s” assertions:
“…the people, who asked to not be identified because the information isn’t public. The business could appeal to potential buyers including regional banks, private equity firms and private credit players, the people added… Harley-Davidson hasn’t made a final decision on pursuing a sale of the unit and could opt to keep it, the people said. A representative for the Milwaukee-based company declined to comment.”
Harley-Davidson (NYSE:HOG) is evaluating options for its financing unit, including a sale, which could see at least $1 billion. Shares of Harley-Davidson rose 2.1% in after-hours trading. The motorcycle maker is using an adviser to garner interest for Harley-Davidson Financial Services, according to a Bloomberg report on Thursday, which cited people familiar with the matter. The financing arm may be attractive to regional banks, private equity shops and private credit firms.
Harley-Davidson (NYSE:HOG) hasn’t made a final determination on the business and may decide to retain it, according to the report. “The company declined to comment to Bloomberg, but shares of the motorcycle maker have dropped 48% over the past year.”
H PARTNERS POTENTIAL COUP
H Partners Management, LLC (“H Partners” or “we”), one of the largest shareholders of Harley-Davidson, Inc. (NYSE: HOG) (“Harley-Davidson” or the “Company”), which beneficially owns approximately 9.1% of the outstanding shares of the Company, announced today it has filed a preliminary proxy statement with the U.S. Securities and Exchange Commission (the “SEC”) to solicit shareholders of Harley-Davidson to vote WITHHOLD on the election of three incumbents – CEO and Chairman Jochen Zeitz, Presiding Director Thomas Linebarger and 29-year director Sara Levinson – at the Company’s 2025 Annual Meeting of Shareholders (the “Annual Meeting”). Additionally, H Partners issued an open letter to shareholders regarding the reasons for immediate change at the Company.
The full text of the letter follows:
Continued on page 22
POINT COUNTER-POINT
Continued from page 21
UNITED STATES
FORM 8-K
CURRENT REPORT
Pursuant to Sec on 13 or 15(d) of the Securi es Exchange Act of 1934
Date of Report (Date of earliest event reported): April 5, 2025
Harley-Davidson, Inc.
(Exact name of registrant as specified in its charter) Wisconsin 1-9183
(State or other jurisdic on of incorpora on) (Commission File Number)
3700 West Juneau Avenue, Milwaukee, Wisconsin 53208 (Address of principal execu ve offices, including zip code) (414) 342-4680
(Registrant ’s telephone number, including area code)
Not Applicable
(Former name or former address, if changed since last report)
Check the appropriate box below if the Form 8-K filing is intended to simultaneously sa sfy the filing obliga on of the registrant under any of the following provisions:
☐ Wri en communica ons pursuant to Rule 425 under the Securi es Act (17 CFR 230 425)
☐ Solici ng material pursuant to Rule 14a-12 under the Exchange Act (17 CFR 240 14a-12)
☐ Pre-commencement communica ons pursuant to Rule 14d-2(b) under the Exchange Act (17 CFR 240 14d-2(b))
☐ Pre-commencement communica ons pursuant to Rule 13e-4(c) under the Exchange Act (17 CFR 240 13e-4(c)
Securi es registered pursuant to Sec on 12(b) of the Act: Title of each class Trading Symbol
Name of exchange on which registered COMMON STOCK, $0 01 par value per share HOG New York Stock Exchange
Indicate by check mark whether the registrant is an emerging growth company as defined in Rule 405 of the Securi es Act of 1933 (§230 405 of this chapter) or Rule 12b-2 of the Securi es Exchange Act of 1934 (§240 12b-2 of this chapter)
Emerging growth company ☐
If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transi on period for complying with any new or revised financial accoun ng standards provided pursuant to Sec on 13(a) of the Exchange Act ☐
Harley-Davidson Board Timeline
April 8, 2025
Jochen Zeitz announces he will retire as CEO later in 2025, after a successor is named. Harley-Davidson tates the leadership transition is planned and underway. The stock sees little immediate reaction, but concerns about long-term strategy resurface.
April 9–12, 2025
Analysts and media note mixed reviews of Zeitz’s tenure: Credited for cost-cutting and brand streamlining. Criticized for weak EV momentum and sales stagnation. Shareholders begin voicing concerns about board leadership and succession transparency.
April 15, 2025
Reports emerge that H Partners, Harley-Davidson’s second-largest shareholder (9%), is preparing a campaign to challenge board control. They argue Zeitz has held too much influence for too long (18 years on the board), and blame the leadership for underperformance.
April 16, 2025
H Partners formally calls for shareholders to withhold votes for three board members at the upcoming annual meeting (May 14, 2025): Jochen Zeitz, Thomas Linebarger, Sara Levinson. The firm criticizes Harley’s poor shareholder returns, lack of urgency in finding a successor.
A “culture of complacency,” including remote leadership.
Ongoing (as of April 21, 2025)
Harley-Davidson has not yet named a successor. Proxy battle expected to escalate leading up to annual shareholder meeting on May 14, 2025. Media and investors closely watch for: Board’s next moves. Potential nominations from H Partners. CEO shortlist or internal candidates surfacing.
H Partners Proxy Play
Following Jared Dourdeville’s resignation on Apirl 5, H Partners initiated the www.FreeTheEagle.com campaign. The group then issued an extensive proxy statement on April 28, 2025:
Fellow Shareholders, H Partners has been one of the largest shareholders of Harley-Davidson for almost five years. Harley-Davidson is a rare company whose significance extends far beyond its immediate stakeholders; its legacy is deeply embedded in loyal rider and dealer communities, as well as in the broader fabric of American culture. We continue to be inspired by the hard work, dedication, and deep commitment of thousands of Harley-Davidson employees, and we continue to believe that the Company’s future can be bright.
We originally engaged with leadership and the Company’s Board of Directors (the “Board”) in 2021 regarding concerns around executive compensation, corporate governance, and board composition. One of our principals, Jared Dourdeville, joined the Board as the result of a cooperation agreement with the Company in February 2022. Since then, we have worked constructively and collaboratively to support Harley-Davidson.
wever, over the last year, it has become increasingly apparent to us that there have been major execution issues, overseen by an absentee CEO; that the CEO and Presiding Director have not been fully transparent with the rest of the Board; and that certain long-tenured Board members have been unwilling to hold the CEO accountable for severe value destruction and the cultural depletion of this iconic American company.
We are not the only stakeholder who has observed these issues: dealer sentiment is near a decade-long low1; and in late summer 2024, a large association of dealers wrote a letter of no confidence in management, effectively calling for CEO Zeitz’s removal due to “brand mismanagement” and “the destruction of dealer profitability..
We believe an absentee CEO who has already announced his intention to retire should not be making decisions that could affect the long-term prospects of the business. We also believe that the current Board, which is tightly controlled by a small number of entrenched Board members, cannot be trusted to oversee crucial decisions, including CEO succession. Therefore, we are seeking shareholder support to remove CEO and Chairman Jochen Zeitz, Presiding Director Thomas Linebarger, and their fellow long-tenured director Sara Levinson, from the Board.
The underperformance of Harley-Davidson under Mr. Zeitz is undebatable. Since Mr. Zeitz was appointed Chairman and CEO on February 28, 2020, the Company has underperformed the S&P 500 and the S&P 400 Consumer Discretionary Index by 104% and 81%, respectively.3 This degree of underperformance corresponds to an approximately $1.8 billion decline in Harley-Davidson’s market value.
See the full 8 page dissertation here: https://cdn.prod.website-files.com/67fa35c6dab923564bf86cb4/680f5d58c475485db9a9a16a_H%20 Partners%20HOG%20Fight%20Letter_4.28.25_Final.pdf
POINT COUNTER-POINT
SETTING THE RECORD STRAIGHT ON DISINGENUOUS & HARMFUL CLAIMS
In a proxy play of its own, The Motor Company refuted H Partners claims in an extended point by point explanation of why shareholders should exercise their proxy as a vote of confidence in the current Board.
MILWAUKEE, April 29, 2025 -- Harley-Davidson, Inc. (the “Company” or “Harley-Davidson”) (NYSE: HOG) has released two presentations detailing Harley-Davidson’s execution of its strategic plan as well as its fit-for-purpose Board of Directors’ strong governance and effective oversight. The presentations expose the misleading campaign being run by H Partners, which Harley-Davidson believes is destructive to the interests of all shareholders.
As Harley-Davidson shareholders submit their votes for the May 14, 2025 Annual Meeting, these are the critical facts to consider:
Harley-Davidson’s Board is acting in the best interests of all shareholders by:
• Overseeing management’s execution of an ambitious strategic plan that is building on Harley-Davidson’s legacy and that we believe is transforming the business in the face of an extremely challenging operating environment (especially for discretionary products in the leisure/powersports sectors) and delivering value for all stakeholders well above the Company’s peers.
• Leading a rigorous and comprehensive CEO search process, as well as ongoing Board refreshment efforts, that demonstrate strong governance practices.
H Partners is taking the opposite approach. Despite having had every opportunity to address issues that were important to them during their three years on the Harley-Davidson Board – during which time they fully supported the Company’s leadership and strategy and always voted with the Board on decisions – H Partners has decided to:
• Abruptly launch a disruptive campaign that we believe profoundly disregards good corporate governance, offers no constructive solutions that will benefit Harley-Davidson or its shareholders, and is in our view designed to enable H Partners to appoint unelected and unnamed Directors – including an H Partners representative after their representative just resigned from the Board – depriving shareholders of their right to choose their own representatives.
• Spread misleading claims regarding everything from appropriate peer groups, to Harley-Davidson’s CEO’s performance, to their own track record of support for the Company’s strategy and for Directors while on the Board.
The Company urges shareholders to protect their investment by voting “FOR ALL” of Harley-Davidson’s highly qualified Directors, and visit www.VoteHarleyDavidson.com to view the presentations, which detail the key points.
The Board is overseeing the execution of Harley-Davidson’s Hardwire strategic plan, which is delivering strong performance relative to industry peers, amid very challenging and volatile macroeconomic conditions…
H Partners has demonstrated their profound disinterest in good governance, good-faith collaboration and an orderly CEO transition, and we believe their misguided and disruptive campaign offers no constructive solutions and is destructive to the interests of all shareholders.
Click here for the full document: https://investor.harley-davidson.com/news/news-details/2025/Harley-Davidson-Sets-the-Record-Straight-onH-Partners-Disingenuous-and-Harmful-Claims/default.aspx
HARLEY-DAVIDSON Q1 2025
51% Decline In HDMC Operating Income
Harley-Davidson, HDI, or the Company) (NYSE: HOG) reported first quarter 2025 results on May 1, 2025. “Our first quarter results were ahead of our expectations in many areas, while retail sales in the U.S. came in softer than anticipated” claims Jochen Zeitz, Chairman, President and CEO, Harley-Davidson. “We remain focused on navigating the challenging economic and tariff environment, through diligent execution of our cost productivity measures, supply chain mitigation, tight operating expense control and reducing dealer inventory. In addition, we remain committed to driving retail sales through increased marketing initiatives as we enter the riding season.”
First Quarter 2025 Highlights
• Delivered diluted EPS of $1.07
• HDMC operating income margin of 10.8%
• HDFS operating income margin of 26.1%
• Global motorcycle retail sales down 21% year-over-year
• HDMC revenue down 27% year-over-year, primarily due to a planned decrease in motorcycle shipments
• Repurchased $87 million of shares (3.4 million shares)
CONSOLIDATED FINANCIAL RESULTS
Consolidated revenue in the first quarter was down 23%, driven largely by an HDMC revenue decrease of 27%. Consolidated operating income in the first quarter was down 39%, driven by a decline of 51% at HDMC, partially offset by an increase of 19 percent at HDFS. At the LiveWire segment, the operating loss improved by $9 million or 32 percent lower than the prior year’s loss. Consolidated operating income margin in the first quarter was 12 percent relative to 15 percent in the first quarter a year ago.
HDMC Results
First quarter global motorcycle shipments decreased 33%, which was mostly expected but also reflects the softer than expected demand environment. Revenue was down 27% driven primarily by the planned decrease in wholesale shipments and unfavorable foreign currency, partially offset by favorable mix and favorable global pricing and net incentives. Parts & Accessories revenue was down 14% and Apparel revenue was down 11%, due to lower customer traffic at dealer stores.
First quarter gross margin was down 2.1 points due to the negative impact of lower volume on operating leverage, partially offset by favorable pricing. First quarter operating income margin was down 5.4 points due to the factors above, while operating expense was $24 million lower than a year ago.
RETAIL MOTORCYCLE SALES
HDFS RESULTS
Harley-Davidson, Inc. Other Results – First Quarter 2025
• Generated $142 million of cash from operating activities
• Effective tax rate was 27 percent
• Paid cash dividends of $23 million
Global retail motorcycle sales in the first quarter were down 21% versus the prior year, reflecting weak demand due to a high interest rate environment and an uncertain economic outlook, which has led to unfavorable consumer confidence. North America retail performance was down 24%, while EMEA retail performance was down 2%. APAC retail performance was down 28%, with significant weakness in China and Japan. Latin America experienced modest declines in both Mexico and Brazil.
HDFS’ operating income increased by $10 million in the first quarter or 19%. This was due to a lower provision for credit losses and lower operating expenses relative to a year ago, as financing receivables declined modestly. Interest expense in the first quarter was largely flat relative to a year ago. Total quarter ending financing receivables were $7.4 billion, which was down 6% versus prior year, due to a decrease in retail loan receivables and commercial finance receivables.
• Repurchased $87 million of shares (3.4 million shares) on a discretionary basis
• Cash and cash equivalents of $1.9 billion at the end of the quarter
2025 Financial Outlook
Due to the uncertain global tariff situation and macroeconomic conditions, we are withdrawing our full year 2025 financial outlook from February 5, 2025.
WHAT THEY SAID
Forget the noise. Forget the distractions. It’s 2025. It’s time to get back to what matters: The open road, the rumble of a Harley, and the best damn riding community in the world. We build the bikes. You build the legends. Let’s Ride! — Luke Mansfield Chief Commercial Officer via LinkedIn
I can’t help but think about all the hard working employees at HOG and how they must feel. As a lifelong HD dealer, I greatly appreciate what they do, and what they have been through. Regardless of the outcome of this battle, it’s these people that will turn the company around and breathe life back into the brand. I appreciate and believe in each and every one of you. Let’s bring the bar & shield back to where it belongs, on top!
— George Gatto, Three Rivers Harley-Davidson, Chair NPDA Harley-Davidson Council
George Gatto, let’s put Mike Kennedy in as CEO. He’s available. It’s all fixable. Beals and Teerlink fixed it and gave a blueprint to follow with the dealers and customers. I think we all would love to come back to help! You could have asked any exHD employee about his proposed strategy and they would have pointed out the flawed thinking. The issues started before Zeitz but the board and DEI management ignored them to fill their pockets. It’s a shame!
— Greg Heichelbech Harley-Davidson Director of Sales circa 2000-2010, CEO Triumph North America 2010-2014
This great company, brand and network deserves great leadership - I’m hopeful they get it.
— Matt Levatitch CEO, Retired
Teddy Morse, CEO of Ed Morse Automotive Group, has acquired six Harley dealerships over the past three years, including one in Florida that is the center of the annual celebration known as Daytona Bike Week. Morse said the next leader needs to be personable, passionate and focused on dealers, many of whom have sunk their fortunes into their businesses. “Connect with the people,” he said. “Make us believe that you care as much about the brand as we do.” — Teddy Morse in the Wall Street Journal:
With Harley-Davidson, there is history, passion, camaraderie, aspiration and sometimes even a sense of belonging to something larger that is unlike any other brand. Unfortunately, much of what makes HD so special has been damaged by a series of actions taken by the company… and the spirit of partnership that existed between The Motor Company, its employees and dealers has deteriorated. In my view, hope is not lost, but the time for change is very clearly upon us.
Many of you know me as either an industrial analyst or a head of equity research. I am also the son of Jeff Bleustein, one of the individuals who bought HD from AMF in 1981 and CEO from 1997-2005. It is in my role as Jeff’s son and as a shareholder that I write the following list of near-term focus items for whomever ends up in leadership roles.
1) Repair the relationship between the leadership of The Motor Company and its employees, dealers and customers. Executives should participate in rides and events to better understand the product and culture, as well as create personal relationships with dealers and customers. It wasn’t all that long ago that executives committed to two dealer events per year.
2) Reintroduce an HD manufactured entry level motorcycle. A starting point here would be a listening tour, where motor company representatives fan out and solicit input from all dealers as to what the entry level motorcycle should be… and what the MSRP needs to be. Based on a smaller sample size, amongst the most common suggestions was the return of the 883cc Sportster at an MSRP of $9,999. I fully understand that this might dilute near term margins, but it’s critical that riders have a more affordable HD option.
3) Realign management incentive programs to focus on system profitability. System profitability defined to include dealer profitability and incentives delivered to non-executive workers. It’s critical that dealer profitability improves, which in turn will drive dealer investment in their stores and events. Trust and partnership can be restored. I believe the motor company needs to extend the olive branch.
4) Increase Motor Company management accessibility at all levels. I believe Harley-Davidson should revisit its headquarters strategy. Reopen Juneau? In my view, “working from home” has impaired inter-department coordination and the building of relationships between coworkers.
With those four deliverables stated, the company should also revisit the LiveWire program, reinvigorate the Harley Owners Group (HOG) and design communication programs to let the core rider understand that change is afoot.
Shareholders will need to vote their Harley-Davidson shares in advance of the Annual Meeting on May 14th. I hope to have further communications with both the HD Board and H Partners before deciding how to vote my shares. Regardless of how the proxy voting plays out, I look forward to working with the company to ensure the points above are addressed. — David Bleustein
H-D has faced many challenges throughout its storied history. The Motor Company is at a crossroads. Shareholders, employees, dealers and many riders feel a great deal of sadness in the current state of the business while remaining steadfast in their commitment to the brand. The H-D brand promise has consistently stood for escapism, adventure and community. It delivers an unparalleled ability to simultaneously clear your mind from the stresses of life, be alone in your own head while riding and come together in community with a diverse group of enthusiasts. I know of no other brand that delivers this unique blend of open road adventure and community.
I urge you to find new leadership that leans into the dealer network, reconstitutes a passionate employee base and invests in attracting the next generation of enthusiasts. The H-D brand lives and breathes at 1400 dealer locations worldwide. Dealerships are the brand touchpoint that deliver authentic experiences for customers to come together, organize rides and revel in community pride and civic engagement. Not long ago the dealers would crawl through glass for the company. Sadly, that is currently not the case. I believe most dealers are willing and eager to “save the marriage” and invest in the future however it takes two to tango.
I have spent 40 years marketing and selling capital equipment and lifestyle products and no company had the breadth and depth of world-class talent I experienced in my time at The Motor Company. The company and the mission attracted the best and brightest from across the globe. These people could have worked anywhere, and they chose H-D. Remote work has its time and place, however it is infinitely more difficult to build and sustain a community centric brand when employees are not communicating on a regular basis. Please reconsider your remote work policy and reconstitute the global headquarters in Milwaukee, a mecca for the motorcycle industry.
Finally, many of us who love and admire Harley-Davidson are cheering for the company to rise again. We understand there is no instant fix, brand culture and relevancy must be nurtured and passed on from one generation to the next. The Motor Company can thrive once more if we appeal to seasoned riders and put the resources into introducing the next generation to this compelling experience. There is room for everyone at H-D and opportunity for meaningful growth, however success demands a robust product offering, motivated channel partners and employees and a sustained commitment to delivering on the universal human desire for adventure and community. Harley-Davidson has a bright future if the Board takes decisive action and prioritizes the needs of its customers, dealers and employees.
With infinite respect and hope for a prosperous future, — Sean Cummings – former HDMC executive, current H-D dealer operator and lifelong rider
AMA DEALER-LEVEL MEMBER BENEFITS
u Business Member ad in American Motorcyclist with current year Business Member company logos
u Discounted advertising rates
u Consumer data from product surveys sent to AMA members
u Magazine copies to dealers including member information
u Encouraging AMA organizers/state chapters to use dealerships for meeting places (bring more people to the dealers)
u Connect dealers to clubs/organizers for local events
u Dealer listings on the AMA website
u Right to display AMA Business Member logo with year on website
u Window cling acknowledging membership
Apply here https://form.jotform.com/amatech/business-member-app For more information contact Michael Kula at mkula@ama-cycle.org • (949) 466-7833 or Alex Boehm at aboehm@ama-cycle.org • (310) 662-1724
Dealernews Research
By Dr. Paul Leinberger
Saving AN ICON
Few brands are as iconic as ________ , and ________ is one of the oldest companies in America. It was a brand I grew up with and had an emotional connection to. The story of its founding is well known.”
Fill in the blanks. What company is the quote talking about? The quote could easily have been about Harley-Davidson, one of the world’s – not just America’s — most iconic brands. Moreover, its unique power is that consumers have an emotional connection to it. Very few brands have ever reached that exalted status.
The quote, however, is not about Harley-Davidson, but rather Levi’s and Levi Strauss & Co. The quote comes from Chip Bergh, the President and CEO of Levi Strauss & Co., who took over at Levi’s when the company was in a very similar situation to today’s Harley-Davidson. Sales had peaked at $7 billion in 1997 and then fallen to $4.1 billion by 2002. In the first decade of the 21st century, sales never exceeding $4.5 billion. Nothing management did to grow the business worked, and one of the world’s most storied brands was in grave danger.
No, Levi Strauss & Co. was not about to go bankrupt. Just like Harley, its top line revenue numbers were strong. However, it was not growing; it was treading water… And just like Harley today, its reputation was in jeopardy. Other companies were taking their brand share and worse, consumers were beginning to think of Levi’s as a has-been. Young people, especially Millennials, were no longer buying Levi’s… sound familiar, Mr. Harley Dealer?
Levi Strauss & Co. was at a turning point. It had to find a way to grow or be relegated to the dustbin of history. Chip Bergh, who had made a name for himself by putting up big numbers running the Gillette division of Procter & Gamble, wanted to take on the challenge: “I saw it as a noble cause. I wanted to leave a legacy and make the company great again.”
Under Bergh’s leadership, Levi Strauss & Co. is on the way back. It is growing again and more importantly, it has become a “hot” brand – the kind of brand teenagers and young adults want to be seen in (“Look at my drip in these Levi’s”). Anyone who has been to Europe recently knows what I mean: walk the streets of Berlin or Stockholm and you see the Levi’s brand everywhere.
How did Bergh do it and what lessons can Harley learn from the Levi’s experience?
First, Bergh did what Procter & Gamble executives have always done (when faced with product challenges). He went on a “listening tour.” P&G relies heavily on what they call “in-homes” — In-homes are visits with consumers in their homes. Not focus groups and not quantitative surveys.
Senior executives – including the CEO and his/her senior team – make personal visits to homes of consumers who may or may not own/use their product(s). How about an “in-dealership” tour by Harley’s CEO and senior executives?
Bergh went all over the world and asked consumers about their lifestyle and interests. Later in the discussion, he would ask them if they owned Levi’s and if they did, how they used the product and how they viewed the category. In the process, one consumer told him: “You wear other jeans, but you live in Levi’s.” So powerful was that revelation that it has become their advertising tagline: “Live in Levi’s.”
That is lesson No. 1: Begin by listening to consumers. Yes, talk to Harley owners and intenders, but also talk to consumers who have never owned a motorcycle. Find out how they live their lives and what they want and need. Bergh learned, for example, that consumers are looking for authenticity and want a brand that stands for something.
Picked up from March 2020
Go to the homes of riders and non-riders and find out about their lives and the brands they use. My bet is that Harley’s new chief and his/her management team will be pleasantly surprised by the insights they’ll gain. Who knows, they might come away with a new advertising tagline?
Second lesson: Bergh knew that to turn the company around, he needed more than consumer insights and a new tagline – important as those are. He needed a new strategy. So, he spent the first six months of his tenure studying the company’s history, spending at least an hour each with the company’s top 60 executives, asking the advice of his retail partners, slicing and dicing the financials looking for ways to grow revenue and profits, and doing numerous company-wide “town halls.”
All became input that would result in a four-part strategy:
1) Build our profitable core
2) Become a leading omnichannel retailer
3) Achieve operational excellence
4) Create an innovation lab
What was most important about the strategy was its simplicity. It was memorable and easy to understand. Everyone knew where they fit in and everyone had a stake in bringing the strategy to life. The strategy was premised on an insight that came from talking to consumers: Find the right balance between highlighting their heritage and being contemporary.
As Bergh explained it: “If a seasoned brand dwells too much on its history, it can feel old and dusty. But if you disregard your history, you’re walking away from one of your strongest assets.” A wonderful lesson for Levi’s, and, I think, a good piece of advice for that other American icon – Harley-Davidson.
Levi Strauss & Co. is growing again because their products are relevant with consumers. They are working closely with their retail partners and they are known for their bold marketing and new retail experiences. They are successfully “transforming an icon” (which, by the way, is the title of their 2019 Annual Report, available on their website: investors.levistrauss.com/financials/annualreports/default.aspx).
For Harley, learning from the recent experience of Levi Strauss & Co. is a good place to start.
A perennial keynote speaker for the Motorcycle Industry Council's annual Communications Symposium, Dr. Paul Leinberger has become the powersports industry's de facto futurist/strategist. Dr. Leinberger is an expert in market/brand strategy and research with more than two decades of social trend forecasting, market strategy and strategic planning. Prior to joining TTD, he was Senior VP of GfK NOP, where he ran the company’s flagship consumer trend services, Roper Reports, as well as the company’s groundbreaking Global Visual Database. His client list reads like a Who’s Who of corporate America: Hewlett-Packard, Apple, Disney, Nordstrom, Microsoft, Levi Strauss, E.& J. Gallo Winery and Toyota, among many others. Prior to his global responsibilities at GfK NOP, Dr. Leinberger was the Corporate Manager in the Product Planning and Market Strategy department at Nissan North America. Dr. Leinberger holds a Ph.D. in organizational and social psychology and a Masters of Urban Planning (Highest Honors). He lives in Irvine, California, and his work can be seen at www.dennyleinbergerstrategy.com
FANTIC FINDING
U.S. DEALERS
Fantic Motor, the historical Italian motorcycle manufacturer, is excited to announce the expansion of its global presence with XE300 2-stroke and the XEF 250 TL 4-stroke motorcycles to the USA. Fantic USA, already with a presence in the American market as an importer of e-bikes, is adding two models to its U.S. portfolio. But wait! There’s more: Fantic Motor will continue development on additional models for future distribution in the USA.
Taking the lead in the USA is Gary Hazel, National Sales Manager. Gary’s experience includes years of successfully growing dealer networks and sales throughout the US for other brands. He’s also recognized in the off-road world for having owned a nationally known dirtbike business, Thumper Racing Company. “I am thrilled and honored to join the Fantic brand. The foundation they have established is impressive, and I am excited to build upon the brand in the USA,” stated Gary.
“Fantic Motor, known worldwide for its racing heritage and passion for building premium performance motorcycles for competition, starts its American legacy with the XE300,” he adds. “This revolutionary design has an electric start, fuel injection, oil injection, 10 modes of traction control, two different maps and even more other unique, performance-driven items; allowing it to be the best-in-performance competition model available in the market today.”
Fantic’s XE300 will not be debuting alone; however, since the Fantic XEF 250 TL will also be available. The XEF 250 TL is the ultimate racing starter for enduro trails suitable for all ages and levels of riders. It has a liquid-cooled engine and electronic fuel injection and is the perfect combination of power and ease of riding, resulting from advanced technology and continuous research for improvement.
Central Powersports Distribution (CPD) will be handling all of the logistics from its Marshall, Texas location. “With CPD’s expert support team’s knowledge of off-road OEMs like Reiju, AJP and EM; Fantic is well-positioned to offer outstanding products and services to our dealer partners with CPD’s logistics,” Hazel adds. “I look forward to us delivering unparalleled value to the new Fantic partners and customers.”
These motorcycles will be available for purchase in late May / early June 2025. Any dealer interested in becoming a Fantic dealer can begin the application process by visiting www.fanticmotorusa.com/dealer-inquiry
About Central Powersports Distribution
CPD is a leading importer, logistics and distribution company, specializing in providing efficient and reliable solutions for the powersports industry. With a commitment to excellence, CPD ensures superior service and support to dealers and customers.
Inquiries,
CUORE ITALIANO: FANTIC’S HISTORY
By Mason Simmons
With Fantic Factory Racing MXGP’s Glenn Coldenhoff putting the bike on the podium already this year, some U.S. Dealers are starting to flip through their mental Rolodex to see where they remember the brand from. However it is not what is behind the historical brand, but where it will be going in this country moving forward. The proven 2-stroke XE300 and the XEF 250 4-Stroke will make for a fresh introduction for the next generation of Fantic fans.
But as a point of reference, Fantic is not some flyby-night. Fantic Motor S.P.A. was founded in 1968 in Barzago (Lecco-Milan, Italy). In the 1970’s, Fantic became the second largest Italian motorcycle manufacturer and one of the most recognized motorcycle brands in the region, thanks to Caballero, a true legend for the young people of that period. After great successes in the Enduro, including victories at the Six Days of Elba Island, European and National Championships, Fantic became a leader in the world of trial competitions, winning three World Titles with Thierry Michaud in 1985, 1986 and 1988.
Fast forward to a decade ago. On October 1, 2014, Fantic was acquired by VeNetWork. Dr. Mariano Roman, who worked for more than 20 years as technical director of Aprilia, Moto Guzzi and Laverda, was appointed CEO. In 2015, Fantic entered the e-bikes market with a new range of urban and off-road vehicles, alongside the enduro and motard motorcycle ranges. Just like motorcycles, Fantic e-bikes are characterized by their design, Italian craftsmanship and innovative technical solutions. Summer 2016 saw Fantic entering the U.S. market with its full range of e-bikes.
Continued on page 36
The new Fantic XF1 Integra, e-bike trail and enduro with integrated battery was presented in 2017. XF1 Integra 180 was awarded with the 2018 Design & Innovation Award, the most important European award for the German cycle market. At EICMA 2017, Fantic presented the new Caballero range in 2 models (Scrambler and Flat Track) and 3 engines (125cc, 250cc, 500cc).
In 2018 Fantic celebrated its 50-year anniversary with a big event in Treviso and announced at EICMA Milano of the same year: ISSIMO, Caballero Rally 500 and the concept of E-Cab, Fantic’s first electric motorcycle. ISSIMO is the connecting link between mopeds and e-bikes, winning the prestigious international 2019 Eurobike Award for its design (aluminum frame with specific shape) and innovation in mobility.
However, 2019 will be remembered especially for the announcement of the industrial cooperation between Fantic and Yamaha Motor Europe that allows Fantic to create new off-road models combining Italian design with Yamaha technology. Today, Fantic’s off-road range features 9 different models: 5 Enduro and 4 MX bikes. The latest result of this collaboration can be seen in the XE300 2-stroke enduro bike, competing in the biggest enduro segment in Europe and equipped with a new engine featuring cutting-edge technology developed by Motori Minarelli. Fantic’s acquisition of Motori Minarelli was another milestone in the collaboration with Yamaha: Motori Minarelli, an historic Italian company with proven technological and production excellence, was part of Yamaha Group since the ‘80s.
In fact, Fantic is the only Italian brand competing in four different disciplines — motocross, enduro, rally and Grand Prix motorcycle racing — through its dedicated racing division, Fantic Racing. In just five seasons, its recent history boasts an impressive total of 40 international and national titles. Fantic’s “New Racing Era” began in 2020 with its official debut in the premier Enduro and Motocross championships. In 2022, Fantic entered the Dakar Rally, followed by its debut in the FIM Grand Prix World Championship with the Fantic Racing Moto2 team in 2023.
Racing is in Fantic’s DNA: competition, the pursuit of excellence, and passion are the beating heart of the company that designs, develops, and manufactures in Italy. The experience gained on the racetrack continuously enhances its production range. The latest example of this seamless transfer of expertise is the introduction of two brand-new street sportbikes: the naked Stealth and the fully faired Imola, both set to arrive on the market in 2025. These models complete an already extensive range, which includes everything from motards for young riders to a comprehensive selection of Enduro and Motocross bikes. The common thread between past and present is the Caballero family, which has recently expanded with the twin-cylinder Caballero 700.
All Fantic products, motorcycles and e-bikes, are 100% made in Italy. With more than 50 years of experience, Fantic designs, engineers and assembles all its products in house, reinforcing its premium image in its 4 facilities with state-of-the-art components and technology. The HQ is in Santa Maria di Sala (Venice), in a new building constructed in 2021. Veneto region is also the production site for the e-bike range, while 20,000 motorbikes per year are assembled in the Motori Minarelli Factory in Bologna.
At EICMA 2024, Fantic unveiled a new 460cc DOHC single-cylinder engine, developed and manufactured by Motori Minarelli. This new Italian heart joins the recent 300cc Enduro model, ready to power the new Caballero 500 and, in 2025, the new street models Stealth 500 and Imola 500. For Fantic, Cuore Italiano – the “Italian Heart” – is more than just a slogan; it embodies a true passion and deep love for two wheels. It represents a full commitment to the development of every new model, from quality and design to the relentless pursuit of excellence in racing and competition. Cuore Italiano means reaching into the soul of every enthusiast, conveying Italian pride and emotion through each and every bike.
Today, the Fantic range is more complete, and its models are even more capable of satisfying the needs of modern mobility, always looking at the passion for two wheels, in every situation and at every age.
Fantic Motor USA
5015 US 59 N, Marshall, TX 75670
email: info@fanticmotorusa.com
Instagram: @fanticmotor_usa
Facebook: fantic motor usa
Dealernews Research
By Lenny Sims
MARKET INDUSTRY OVERVIEW
Dealers are preparing for what will likely be a turbulent few months, as the first effects of newly imposed tariffs begin to ripple through the industry. The full picture of the tariff fallout is still coming into focus – but one thing is clear: The impact won’t be uniform. “Asymmetry makes it almost impossible for highly tariffed brands and models to increase prices without large volume declines,” explains Thomas King, President of Data & Analytics at J.D. Power. “In order to maintain reasonable volumes, a large portion of tariffs must be absorbed.”
Prior to the tariff turmoil, Sportbikes were on track to be the leading segment in powersports, with values comparable to 2022 — and not showing seasonal downward movement — of course that was pre-tariffs. Other segments were already reflecting the realities of higher inventories and reduced customer demand.
Looking at motorcycles, values for the most recent 10 model years of cruisers averaged 3.5% lower in Q4 and 6.1% lower year-over-year. Sportbikes averaged 0.5% higher in September-October compared to July-August, and 5.4% higher year-over-year.
In the side-by-side segment, the utility segment averaged 3.6% lower in September-October compared to JulyAugust, and 4.9% lower year-over-year. The sport segment averaged 3.3% lower in September-October compared to July-August, and 4.7% lower year-over-year.
Even before the tariff wars, Dealer feedback was not overly positive as the industry continues to contend with sluggish demand and increased inventories. Dealers have reported needing to lure potential buyers with significant rebates and discounts due to elevated new and used inventory.
“However, as multiple manufacturers have committed to keep MSRPs stable through the early summer months, and uncertainty about tariffs in general persists, the rush to dealer showrooms has slowed significantly,” claims King. He cites the automotive industry as a bellwether, “In the first week of April, the sales pace was 28% above normal levels, but by the third week, sales were just 6% above normal. In showrooms, shoppers are finding deals that are comparable to recent months, although discounts from manufacturers and dealers have moderated slightly.”
J.D. Power Specialty Valuation Services (formerly NADAguides) is a leading provider of specialty vehicle valuation products and services to businesses. The team collects and analyzes tens of thousands of wholesale and retail transactions per month, and delivers a range of guidebooks, web service data, analysis and digital data solutions. J.D. Power is a global leader in consumer insights, advisory services and data and analytics. A pioneer in the use of big data, artificial intelligence (AI) and algorithmic modeling capabilities to understand consumer behavior, J.D. Power has been delivering incisive industry intelligence on customer interactions with brands and products for more than 50 years. The world’s leading businesses across major industries rely on J.D. Power to guide their customer-facing strategies.
Dealernews Research
By Don Musick
WHO WAS THAT MASKED MAN? PART IV
Unfortunately, we can’t hire (or afford) a Coulter Shaw. So, what are the alternatives? Maybe the first thing that comes to mind is LoJack, and in fact the company did offer solutions for motorcycle theft. However, their original RF-based technology became obsolete, and after several automotive-focused acquisitions, motorcycle support was phased out by 2017. The Google Trends graphic shows that LoJack interest peaked around 2008 and has steadily declined to the present. For comparison, relative interest in Apple’s “AirTag” tracking device (introduced in 2021) is also shown.
In fact, AirTags were quickly adopted by the motorcycle community as a cost effective ($29) means for tracking stolen motorcycles.
About the size of a silver dollar and weighing a scant 0.39 oz., Apple claims the AirTag has a battery life of about a year on a standard CR2032 coin battery. But AirTag technology is not GPS-based, instead it relies on periodically pinging (every 5-10 min.) a Bluetooth signal off nearby iPhones (range ~30-40 feet). AirTags also include support for ultra-wideband (UWB) which provides directional navigation to within 1 foot. Since the iPhone ecosystem has well over a billion (with a B) users, the likelihood that a thief is close to an iPhone(s) is reasonably good. But there’s a catch. Out of privacy concerns, Apple has engineered the AirTag to send a notification if it detects an AirTag which is moving and not associated with a user’s iPhone account. So, if the thief has an iPhone, they could receive a notification along with an option to locate the AirTag by making it play a sound. Once located… into the trash it goes, and the thief is on his way!
Fortunately, there’s a relatively simple hack that defeats the audible alert. Since the AirTag has a replaceable battery, it’s relatively easy to remove the backing plate beneath it and remove the speaker magnet. Tracking functionality of the AirTag is not affected but the audible alert is disabled making it much more difficult to find. A YouTube video describing how to disable an AirTag speaker can be found here.
Great, but what about Android users? Not surprisingly, there are also Android-centric Bluetooth trackers available such as Life360’s “Tile Mate”, Samsung’s “Galaxy Smarttag2”, Chipolo’s “One Point”, Pebblebee’s “Clip” and the Motorola “Moto Tag”.
Google introduced its “Find My Device” network in April 2024 and like the Apple “Find My” network, it operates by pinging off Android-based phones nearby. While Androidbased trackers have a greater range than AirTags (200-400 feet depending on Bluetooth class), their effectiveness is limited by a much smaller network (at the moment) of Android users. The rollout of the “Find My Device” network has also been hampered by Google’s decision to limit the default tracker reach to areas of “high traffic” (e.g. airports, heavy foot traffic). Changing this setting to maximize reach is easy, but it requires the user to select the “With network in all areas” option manually. If you’re not aware of this default behavior, the effectiveness of the tracker is significantly impaired. Hopefully, as Google expands their network, this will be corrected.
Notably, the SmartTag2 only works with Samsung phones which further restricts access to the Google “Find My Device” network although it does use UWB like the AirTag. The Motorola Moto Tag also uses the Google network exclusively while Chipolo trackers are available in versions that use either the Google network or Apple’s “Find My” network (i.e. Chipolo “One Point” and “One Spot” respectively). Pebblebee trackers on the other hand work on both networks, with the preferred network selected during setup. Finally, Tile trackers
are limited to their own opt-in network, but their “Life360” app is available for both IOS and Android phones. It’s also worth noting that while Chipolo and Pebblebee trackers can utilize the Apple “Find My” network, they lack many of the features unique to the Apple-AirTag ecosystem.
In addition to the Android devices listed above, there’s another Bluetooth tracker from Atuvos , which like the AirTag uses the Apple “Find My” network on IOS exclusively.
A detailed analysis of Apple and Android tracker capabilities (published by Engadget) can be found here.
CATCH ME IF YOU CAN!
Finding lost luggage or a misplaced laptop is a long way from actively tracking a stolen motorcycle. Remember, the clock is ticking and while periodic updates may suffice to locate stationary items, your bike is on the move and not waiting to be found. So how well do Bluetooth trackers fare when trying to locate a moving motorcycle? There are plenty of videos on YouTube that document actual thefts/recoveries as well as simulated thefts meant to assess the effectiveness of Bluetooth trackers. Not surprisingly, interpretation of a simulated theft is inherently subjective and consequently conclusions vary from “don’t waste your money” to “sort of works”, to “great cost-effective solution”.
Unfortunately, results from simulations only provide limited insight into the usefulness of Bluetooth trackers (at best). However, a comprehensive analysis benchmarking the performance of Bluetooth trackers from several vendors vs a GPS standard can be found here . In this experiment, the Bluetooth trackers included the 1) Apple AirTag (IOS), 2) Motorola Moto Tag (Google), 3) Pebblebee Clip (Google), 4) Chipolo One Point (Google), 5) Samsung SmartTag2 (Google), 6) Life360 Tile Pro (Life360-Android) and 7) Chipolo One (Google). The test bundled all 7 Bluetooth trackers together along with a LandAirSea54 GPS tracking device in a box shipped in a package containing a laptop. The package was shipped from the UPS facility in Addison IL to a destination in NC.
Since the LandAirSea 54 GPS update frequency can be as fast as 3 seconds, the package was followed in near real time on its “SilverCloud” app. In parallel, the Bluetooth trackers were followed on their respective networks as shown below. Unfortunately, the experiment concluded prematurely when the GPS battery died just short of its final destination. The table below summarizes Bluetooth tracker performance based on the last check-in time on their respective apps.
While it might appear that the Apple AirTag was the clear winner, it’s entirely possible that the UPS driver was also an iPhone user, accounting for more frequent updates. That said, it’s pretty clear that Bluetooth trackers have serious limitations when it comes to their ability to follow a moving target.
So, what are the cost-effective alternatives to Bluetooth trackers? Is there a better mousetrap? Hint, the LandAirSea 54 GPS tracker has a retail price of $29 – with caveats!
TO CATCH A THIEF
GPS Tracker Analysis… more to come.
From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/ dealer extranets, consumer-direct commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization. He founded Genesys Technology Solutions (GenesysTech) 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
MARCH AWP IN REVIEW
The Spring Thaw Begins
As we cross the threshold into March, dealers nationwide are shifting gears into the Spring selling season. The final weeks of winter delivered normalized seasonal price behavior and encouraging dealer sentiment around preowned. Historically March has been a launching pad for Average Wholesale Prices (AWPs), and the early signals this year suggest we’re on a familiar path. While macroeconomic pressures and uncertainty remain—such as lingering high interest rates and the potential impact of tariffs—the wholesale market appears resilient. Dealers are again leaning on pre-owned inventory to bridge affordability gaps and meet consumer demand this Spring.
Steady as She Goes
Rising preowned values across the product spectrum in March paint a picture of momentum as we push forward into Spring. Domestic Cruisers led the way, with short-term gains exceeding 6%, while Sport and Metric Cruisers posted slight upticks. While year-overyear trends are less impressive, stability in an uncertain market is a positive sign. All off-road segments—MX, Side-by-Sides (SxS), and ATVs—posted noticeable increases versus the prior 90 days, driven by a cleaner mix of product in the lanes. RVs and Marine products outperformed pricing metrics in both the short and long-term comparisons with strong performances in the Southeast and Rocky Mountain regions. Last month’s AWP performance aligns with current and historical trends as values look to hit their peak in Q2.
Green Shoots or False Spring?
All signs point to a textbook seasonal trend in motion: stable-to-rising AWPs through early Q2, fueled by increased retail activity, tax refund injections, and improving weather. However, it’s worth noting that many consumers who purchased at COVID peak pricing remain underwater on their loans—limiting trade-in volume and keeping auction lanes busy with hungry dealers. Inventory management remains the name of the game. Buy what you know will turn in the next 30 days, avoid margin traps, and plan for a more competitive April landscape. The pre-owned market is holding strong, and success this Spring will depend on speed, strategy, and staying one step ahead of price shifts. If you haven’t already, now is the time to align your strategy with the season. Stay aggressive, stay informed, and lean on your partners at NPA for the insights and tools you need to win this Spring.
MARCH ‘25 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE
MARCH ‘25 VS. MARCH ‘24 AVERAGE WHOLESALE PRICE CHANGE
INDIAN WINS AGAIN, HARLEY PIPPED IN PSI AGAIN
Pied Piper Internet Lead Effectiveness Results
The numbers are in and Indian is on top, again. Polaris Inc’s Indian Motorcycle dealerships ranked highest in the 2025 Pied Piper PSI Internet Lead Effectiveness (ILE) Powersports Industry Study. The ILE measures responsiveness to Internet sales leads coming through dealership websites. Following Indian were Harley-Davidson, BMW and BRP’s CanAm Off-Road dealers.
There was a time when Harley-Davidson was the industry leader in training and dealer support… and those efforts paid off with top PSI scores in 2020-2021, but Indian has pipped them three straight years. In fact from 2021-2025, The Motor Company has dropped 9% (only HiSun and Cub Cadet dropped more precipitously). “Overall industry average score unchanged: improvements in phone behaviors and overall response rate offset by fewer personal email responses,” explains Pied Piper CEO Fran O’Hagan. That is good news given the economic headwinds, right?
Definitely not! As he cautioned last year when Indian won its second consecutive title, O’Hagan says the rest of the industry is collectively missing the boat. “Dealers answered customers’ questions by email 27% of the time on average in 2025, down from 35% last year.” Despite the tougher conditions, less than one third of the e-mails are being answered. That equates to business being left on the table according to Pied Piper’s research. So what is Indian’s secret sauce?
What Sets Indian Apart?
The 2025 study marks the third year in a row the Indian brand achieved the top ILE score. The Indian brand improved their
average score by one point for 2025, reaching an average ILE score of 56. As a point of reference, the industry average score was 44. Three key differentiators were:
• Answering Customer’s Question More Often: Indian dealers this year answered their customer’s question by email/ text 67% of the time on average, improving six points over last year and 17 points higher than the 2025 industry average.
• Higher Rate Of Phone Response: Compared to the industry overall, Indian dealers maintain an eight point lead in the rate of phone response to customer inquiries, occurring 58% of the time on average.
• “Did Both” For More Inquiries: Indian dealers “did both” (answering an inquiry by email/text and also phoning, improving the odds of a response reaching the customer) 46% of the time on average, eight points higher than last year and 20 points higher than the industry average.
“The Indian motorcycle brand has maintained industry leading web-response behaviors during a challenging time in the powersports industry,” explained Cameron O’Hagan, Pied Piper’s Vice President of Metrics & Analytics. “Two years ago, when market conditions were more favorable, dealers could easily afford to expand their staff and refine operations. Today, however, tougher conditions have many dealers battling just to keep the lights on.”
How Did The Industry Compare To 2024?
The overall powersports industry average ILE score remained the same over the last year, both with average ILE scores of 44. Powersports dealers in 2025 improved phone behaviors and rate of response, but also experienced declines in other important areas, resulting in no overall change in total ILE Score
Behaviors That Improved:
Powersports dealers in 2025 performed better in phone and text response, and the rate of dealers failing to respond occurred less often:
• More Phone Response: Dealers this year were 5 points more likely to respond to online customer inquiries by phone, occurring 50% of the time on average.
• Better Use Of Texting: Customers were more likely to receive a text response answering their question, increasing 5 points to an overall rate this year of 30%.
• Fewer Failures To Respond: Dealers failed to respond to online inquiries less often this year, occurring only 9% of the time on average.
Behaviors In Decline:
There were two notable declines in behavior that held back overall industry score improvement:
• Less Emails Answering Questions: Dealers answered customers’ questions by email 27% of the time on average in 2025, down from 35% last year.
• Not Offering Appointments: Only 10% of customers in 2025 received a response that included an offer to set up an appointment, in contrast to last year where it occurred 13% of the time on average.
2025 Pied Piper Prospect Satisfaction Index®
Indian (+1)
Harley-Davidson (-1)
BMW (-1)
Can-Am (BRP) (+3)
Ducati (+4)
KTM (+0)
Polaris Off Road (-3)
Triumph (-3)
Segway (N/A)
Honda (+0)
Aprilia (+0)
Moto Guzzi (+4)
Royal Enfield (-4)
Industry Average (+0)
Suzuki (-3)
Yamaha (+1)
Zero (+4)
Husqvarna (-1)
Kawasaki (+1)
Kubota (+6)
Arctic Cat (+3)
CFMoto (-1)
John Deere (+3)
Kymco (+3)
Roxor (-7)
HiSun (-12)
Tracker (Bass Pro Shops) (+0)
Cub Cadet (-1)
Memo: Automotive Avg (+3)
1520253035404550556065
What Is The “80/40 Rule”
In the 2025 powersports industry study, 13% of all dealerships scored above 80 (providing quick and thorough personal responses), while 42% of dealerships scored below 40 (failing to personally respond to website customers). The “over 80” and “under 40” segments each shrank by 1% since last year, with a larger pool of dealers performing in the space between both categories.
“The effort to improve from the under 40 bucket into the over 80 is worth it,” said O’Hagan. “Historically, we have found that dealers who improve their ILE performance from scoring under 40 to scoring over 80 on average sell 50% more units from the same quantity of website customer leads.”
How can the industry beat the law of averages? Answer your emails for starters! However, both Fran and Cameron believe there are other ways to move the needle and improve ILE scores.
How Can The Industry Improve?
There are two different key areas of improvement for powersports dealers, depending on their current performance level. One in four powersports dealerships currently fail to personally respond to website customer inquiries. For this group of dealers, the sole focus should be a commitment to always personally respond to online customers at least once each day.
“Just as you wouldn’t lock up at the end of the day with a physical customer still wandering around the showroom, don’t leave your digital customers hanging overnight in your digital showroom waiting for your reply,” added O’Hagan.
For the rest of the dealers, the step with the greatest opportunity is to embrace a reliable multi-channel communication strategy, rather than responding to customers using only email, only phone, or only text. In this year’s study, powersports dealers failed to use multiple paths 74% of the time, leaving many of
Powe r s por ts ILE Sc or e Com pa r is on
their responses susceptible to communication breakdowns beyond the dealer’s control.
“Emails can land in spam/junk and be missed, customers often ignore calls from an unknown number and don’t listen to voicemail, and even texts can be lost or ignored among
the large volume of messages many people receive per day,” said O’Hagan. “A consistent multi-pronged response to every customer is critical since you never know in advance which communication method will be most effective at reaching a specific customer. Then, once contact is established, adopt the successful method for future interactions with the customer.”
2025 Winners & Losers:
Who was the biggest loser? Response to customer web inquiries within a 24-hour period in 2025 had large variations by brand, as shown by these examples:
“Answered Question” - How often did the brand’s dealerships email or text an answer to a website customer’s question?
More than 65% of the time on average: BMW, Moto Guzzi, Indian, Ducati
Less than 35% of the time on average: Roxor, Kymco, Tracker (Bass Pro Shops)
“Phoned Customer” - How often did the brand’s dealerships respond by phone to a website customer’s inquiry?
More than 50% of the time on average: Harley-Davidson, Indian, Honda, Can-Am
Less than 30% of the time on average: Arctic Cat, ROXOR, Moto Guzzi, Cub Cadet
“Offered an Appointment” - How often did the brand’s dealerships offer to set an appointment for specific date/ time?
More than 15% of the time on average: Can-Am, Indian, Polaris, Segway
Less than 1% of the time on average: John Deere, Tracker (Bass Pro Shops), Cub Cadet
“Did at Least One” - How often did the brand’s dealerships email or text an answer to a website customer’s question and/or respond by phone?
More than 80% of the time on average: BMW, KTM, Moto Guzzi, Harley-Davidson
Less than 50% of the time on average: ROXOR, Cub Cadet
“Did Both” - How often did the brand’s dealerships email or text an answer to a website customer’s question and also phone the customer?
More than 30% of the time on average: Indian, HarleyDavidson, Triumph
Less than 10% of the time on average: Kymco, Tracker (Bass Pro Shops), Cub Cadet
Why Was This Study Conducted?
“Customers today visit dealer websites first, and how dealers respond to those customers drives today’s sales success,” said O’Hagan. “The trouble is that website customers can be invisible in day-to-day operations which makes them too easy to overlook.”
ABOUT PIED PIPER MANAGEMENT COMPANY, LLC
For more than 15 years, Pied Piper has independently published annual industry studies that rank the omnichannel performance of brands and dealer groups. These studies track how industry performance changes over time and let clients understand how their own performance compares.
The methodology matters: Pied Piper submitted customer inquiries through 2,523 powersports dealership websites representing 27 brands. Each inquiry asked a specific question about a vehicle in inventory and included a new customer name, email address and local telephone number. Pied Piper then evaluated the speed and quality of dealership responses by email, telephone, text message and chat over the next 24 hours.
Each brand’s overall ILE Score is a combined average of their individual dealer ILE performances. ILE evaluations consist of over 20 differently weighted measurements, based upon best practices that are mathematically most likely to generate sales, combining into an overall ILE score ranging from 0 to 100.
Left to right; Gabe Mezzenga - Director Sales, Kenny Smith - Regional Retail Manager, Alwyn du Toit - Vice President, Clients & Partnerships (Pied Piper), Cameron O’Hagan - Vice President, Metrics & Analytics (Pied Piper) and Joel Harmon - Vice President, Sales.
Monterey, California-based Pied Piper helps brands and national retailer groups improve the omnichannel sales and service performance of their retailers. Pied Piper’s PSI process applies data science analytics to determine the omnichannel sales and service best practices most likely to drive unit sales and loyalty. PSI then uses a combination of artificial intelligence, machine learning and human actors to measure and report how effectively retail locations follow those best practices.
Pied Piper clients order ongoing Prospect Satisfaction Index® (PSI®) measurement and reporting – internet, telephone or in-person – for their dealerships, as tools to improve and maintain omnichannel sales and service effectiveness. Pied Piper clients have found that the key to driving dealership improvement is showing what sales and service customers are really experiencing – which is often a surprise.
Examples of other recent Pied Piper PSI studies include the 2024 Service Telephone Effectiveness (STE) Powersport Industry Study (Triumph brand was ranked first), the 2024 Telephone Lead Effectiveness (TLE) Pontoon Boat Industry Study (BRP’s SeaDoo brand ranked first), and the 2025 Internet Lead Effectiveness (ILE) Auto Industry Study (Subaru was ranked first).
CURRENTS+
VOLCON’S PIVOT TO GOLF CARTS REFLECTED IN Q4 FINANCIALS
“The Company has substantially changed over the last 12 months,” claims Volcon CEO John Kim. “We have significantly improved our balance sheet; we have no debt and have cash that we expect will allow us to operate into 2026. We have revamped our product line and will continue to look for new products to complement our existing products. The supplier and exclusive distribution agreements with Super Sonic will allow us to avoid the high tariffs that other golf cart OEMs are facing with products coming from China.”
Company Highlights:
• Signed exclusive golf cart distribution agreement with Super Sonic Company Ltd.
• Launched the HF1 UTV in the fourth quarter of 2024
• Received the first prototypes of the FT1 dual sport motorcycle
• Raised $19.5 million in February 2025 from At the Market and Equity Offerings
“The supply agreement and initial purchase from Venom is the first of what we hope are many more to come,” Kim adds. “It has been a lot of work to move the Company forward and I want to recognize the dedication of our employees who have embraced these changes to put us in a position to be successful.
As previously announced, in January 2025 we signed an agreement to be the exclusive distributor of Super Sonic Company Ltd. golf carts in the U.S. Super Sonic is also our supplier for the MN1 Adventurer and MN1 Tradesman and manufactures their golf carts in Vietnam which currently has a 2.5% tariff compared to China’s tariffs of 150% or more.”
In the fourth quarter of 2024 Volcon received the first HF1 UTV shipment which has a single row bench seat and a dump bed. Testing was completed and sales of the HF1 began in December 2024. “We received the first prototypes of our next generation motorcycle, the FT1, in February 2025 and we are currently performing testing and will undergo regulatory compliance testing in the second quarter of 2025. We expect this model to be available in the third quarter of 2025.”
Operating Expenses: “Our product development costs declined since we no longer develop our vehicles which reduced prototype costs and payroll costs due to lower headcount requirements,” Kim explains. “Our general and administrative costs have declined in the fourth quarter due to lower headcount. The Company continues to focus on reducing operating costs while continuing to make investments in product sourcing and our sales team to continue to build our dealer network to generate sales of our new products.”
SET PHASERS TO STUN!
Ride it like you stole it? LiveWire is looking for law enforcement agencies to add Del Mar and Alpinista to their patrol fleets. Dedicated “Patrol” versions of its S2 platform are said to be being built in York, Pennsylvania. Coinciding with the launch of the dedicated S2 Patrol models, LiveWire announced its first fleet deal providing the police department of the city of St. Cloud, Florida, with S2 Patrol Del Mar models (price and quantity were not mentioned).
Augmenting the stock motorcycle, all S2 Patrol models receive added protection, lighting, storage and controls, admittedly increasing the price accordingly. The standard Patrol kit includes tip-over protection, top case and side cases, 120dB sired, 12 SpeedTech LED lights, AUX power supply, hand guards and the requisite controls for additional functionality.
Claimed benefits of S2 for Law Enforcement & Security Use include simple twist-and-go operation (no clutch, no shifting), low heat signature, minimal vibration, excellent low speed maneuverability which lend to lower levels of rider fatigue and enhanced focus and concentration. Additionally, the quiet operation and zero emissions offer benefits not only on the street but also indoors where the S2 Patrol models have been identified as ideal for convention and stadium use.
Any departments, municipalities, or agencies interested in S2 Patrol models can learn more online at www.livewire.com/fleet-electric-police-motorcycles
DUCATI CHARGES AHEAD
Third time’s a charm? Ducati is charging into its third season with the V21L spec bike for the FIM MotoE World Championship. Created to study alternative technologies to internal combustion on the most demanding test bench in the world, Ducati declares, “the V21L is the true MotoGP protagonist of electric motorcycles.”
As worked out with FIM and Dorna, Ducati delivered a total of 23 motorcycles (18 for the riders, plus 5 as reserves) supporting the nine teams involved in the MotoE World Championship. Updates for the V21L included everything from the powertrain to the electronics and the chassis. The improvements were confirmed in the track tests by new MotoE test rider for Ducati, Franco Battaini.
The V21L battery pack now has a higher energy density of 5 Ah compared to the previous 4.2 Ah. This has led to a reduction of cells needed — dropping from 1152 to 960 without a loss of performance or range. Ducati Corse technicians have removed one cell every six, resulting in a weight saving of 8.2 kg. According to simulations, the lighter load should offer an improvement in lap times of between three and four tenths of a second depending on the circuit. Traction Control is now adjustable turn by turn. The technicians of each team can
define three different mappings, selectable by the rider, with different Traction Control calibrations for each section of the track.
Thanks to the latest updates, total weight of the 2025 version of the V21L drops from the previous 225 kg to 216,2 kg.
The 2025 calendar includes a final test on May 8, on the eve of the first round of the championship, at Le Mans. There will be seven World Championship rounds, for a total of 14 races:
French GP (Le Mans), 9/10 May
Dutch GP (TT Circuit Assen), 27/28 June
Austrian GP (Red Bull Ring-Spielberg), 15/16 August
Hungarian GP (Balaton Park Circuit), 22/23 August
Catalan GP (Circuit de Barcelona-Catalunya), 5/6 September
San Marino GP (Misano World Circuit Marco Simoncelli), 12/13 September
Portuguese GP (Autódromo Internacional do Algarve), 7/8 November
HYBRIDS ARE HERE!
Kawasaki dealers were teased with a prototype at the Phoenix dealer meeting last year and now the world’s first “strong hybrid” motorcycle is here in production form. The new Ninja7 Hybrid offers a mid-size package with the instant acceleration of a 1,000cc-class supersport model from a standing start (with e-boost)! Other bonuses for going green include fuel economy on par with smaller displacement models, and numerous innovative features for riders to explore.
With a power unit that combines a 451cc internal combustion engine and a compact electric traction motor, the power delivery is said to be linear with almost unlimited torque. Working in conjunction with seamless power is a button-shift sport riding system. Three different drive modes each offer a distinct riding character, according to the engineering team.
Let the good times roll!
THE HITS KEEP ON COMING
Welcome to Holeshot, the monthly newsletter of the NPDA that’s built to keep you out in front. Thanks for your support as a Dealer Member and we look forward to a successful 2025 alongside you!
Although AIMExpo has left Las Vegas, the hits keep on coming! Dave McMahon, Executive Director of the NPDA, was a guest on Garage Composites Garagecast #265 that was part of the live broadcast from the show floor .
The podcast, hosted by Garage Composites principals Tony Gonzalez and Sam Dantzler, describes it thus: “Dave, a wellknown industry leader with experience as an editor, content director, and even on the manufacturing side, now serves as the Executive Director of the National Powersports Dealer Association (NPDA).”
Got questions on how to keep your dealership rocking and rolling? Dave McMahon, an industry member since 2011, has been Executive Director of the NPDA since 2024. Contact him at: dave@npda.org
COMING TO COLUMBUS
DealerConnect Early Bird Registration Ends June 5
Early bird gets the worm! NPDA’s DealerConnect conference — set for Sept. 21-23 at the Hilton Columbus Downtown in Columbus, Ohio — already has Dealer Members signing up. Act now to take advantage of the Early Bird Registration fee of $249... but be warned! The last day for NPDA Dealer Members to take advantage of the Early Bird registration rate is June 5.
In the meantime, we’re continuing to put together a 5-star list of educational seminars and the networking room remains in growth mode with participation from our NPDA Partners exhibiting with 10x10 booths and sponsorships. Among our first presenters to confirm their participation is Mark Sheffield, who is always one of the most sought after speakers and will surely make things interesting with his insights. He will have a pair of different presentations over the duration of DealerConnect.
Head on over to npda.org/dc25 for more details. If you need to become an NPDA Member and register, you can take care of both at the same link.
Click here for the early bird registration.
THE BEST FOR LAST!
NPDA celebrated another successful outreach at the 2025 AIMExpo in Las Vegas. Dozens of NPDA Dealer Members visited our booth and a large number of current and prospective Partners also engaged at the show. Thanks to the support of our Partners at Rollick and 700Credit, NPDA Co-Founders Bob Althoff and Bob Kee shared all the latest NPDA updates with AIMExpo attendees who were visiting the Digital Tech Hub on the show floor.
Kee, current Chairman of the Board, and Althoff, Immediate Past Chairman, shared growth plans for 2025 and engaged with attendees on a range of dealership-focused topics. Dave McMahon, Executive Director of the NPDA, was also a guest on Garagecast #265 that was part of the live broadcast from the AIMExpo show floor
But the NPDA saved our best for last when Vice Chairman Jayson Davis (Powersports of Greenville in South Carolina) brought down the house with an impassioned oration on the Open Mic stage. Please do yourself a favor and watch the video: www.youtube.com/watch?v=hMmuDA_GDxI
ABOUT THE NPDA HARLEY-DAVIDSON COUNCIL
As Harley-Davidson dealers navigate an evolving powersports landscape, the need for a unified voice has never been more critical. Recognizing this, the National Powersports Dealer Association (NPDA) established the Harley-Davidson Dealer Council—a dedicated platform designed to address the unique challenges and opportunities faced by HarleyDavidson retailers.
This council aims to foster collaboration among dealers, advocate for their collective interests, and enhance profitability across the network. By providing a structured environment for dialogue and strategy development, the council empowers Dealers to share insights, tackle common concerns, and influence industry practices.
The National Powersports Dealer Association (NPDA) was organized for times like these. The recent turmoil in the Harley-Davidson Motor Company (HOG) board room has spilled into the open and there is now a rising tide for change in HDMC leadership. A board member, Jared Douderville, has resigned for many of the reasons that align with issues we have been communicating for a long while. Jared is a member of H Partners, who own approximately 9.1 percent of the outstanding shares of HOG. They have launched a public website urging shareholders, dealers and riders to participate in their efforts to bring about changes to the Harley-Davidson leadership and brand. The website link is: www.freetheeagle.com and it provides details about their position on issues and their vision for the future of Harley-Davidson.
We urge our members and all Harley-Davidson Dealers to visit this website as soon as possible to understand the current circumstances, add your contact information to be kept informed on future updates and provide anonymous feedback of your views. This is a crossroads for the Harley-Davidson brand and its future.
Stay connected with the NPDA and the Harley-Davidson Council to stay informed of developments as they occur. Please contact us via email or phone with your views and concerns.
Here is a link to HD Council members who await your comments: www.npda.org/copy-of-councils
Respectfully,
Harley-Davidson Council of the NPDA
Key Issues & Sources
Leadership & Governance
• CEO Retirement: Jochen Zeitz announced plans to retire in 2025 after five years as CEO. He will remain in the role until a successor is appointed.
• Activist Campaign: H Partners, holding a 9.1% stake, launched the “Free the Eagle” campaign, urging shareholders to withhold votes for Zeitz and two other board members, citing concerns over leadership performance and strategic direction.
DEI Policy Rollback
Scaling Back DEI Initiatives: In April 2024, Harley-Davidson discontinued its Diversity, Equity, and Inclusion (DEI) programs, including hiring quotas and supplier diversity goals, following pressure from conservative activists.
Financial Performance
Stock Performance: Harley-Davidson’s stock has declined significantly, underperforming the S&P 500, raising concerns among investors about the company’s strategic direction and market competitiveness.
Sources
Reuters: Harley-Davidson CEO Jochen Zeitz to retire
Business Wire: H Partners Launches Withhold Campaign
The Guardian: Harley-Davidson drops DEI initiatives
Reuters: Harley-Davidson faces calls for CEO to leave now
MEMBERSHIP HAS ITS PRIVILEGES
NPDA’s EDGE-ucation Platform Launches Plan on gaining some traction with the NPDA starting this month! Going forward with the association’s monthly update we will continue to showcase many of the reasons why we are better together with Dealership owners as members. Membership fees are $395 annually. Franchised or independent, Harley-Davidson or snowmobile dealer — if you sell powersports units, we have a home for you at the NPDA.
Our NPDA Dealer Members stayed busy during April as part of our new EDGE platform, allowing Dealers to capitalize Education, Development, Growth & Excellence via live webinars.
EDGE stands for:
• Education – Industry-leading training programs tailored for Dealership roles;
• Development – Career pathways that support Dealership employee growth and retention;
• Growth – Elevating Dealership performance through knowledge;
• Excellence – Setting new standards for professionalism in powersports;
“The NPDA was formed to give our Dealer Members an ‘edge’ in profitability, so it’s exciting to get EDGE underway,” notes Bob Kee, co-owner of Destination Cycle in Kerrville, Texas, and Chairman of the NPDA Board of Directors. “Our goal is to provide Dealership owners and staff with tools for sustainable profitability, and the EDGE curriculum is an important component.”
The EDGE platform launched in April, with the first in a year-long offering of live, interactive webinars. Owners and staff at NPDA-member dealerships can join the webinars at no cost. The fee for non-members to attend a webinar is $79.99.
The NPDA will be promoting the Dealerships that have the most attendees at each live webinar. The NPDA EDGE Leaderboard will feature a list of Dealerships who had the most webinar attendees, as the sessions and topics will target a wide range of management and staff. The EDGE Leaderboard will be found in a variety of public-facing locations, including social media posts and on NPDA.org
EDGE LEADERBOARD
Thanks to the hefty reception of the EDGE platform and attendance by our Dealer Members, here’s what the whiteboard in the back of the NPDA shop looks like following webinars that provided an EDGE in Sales - Digital Leads & OperationsDealership Financials:
1. Destination Cycle – TX (Member since 2021)
2. Cycle Country – OR (Member since 2021)
3. Champion Harley-Davidson – NM (Member since 2022)
4. Ledgewood Powersports – NJ (Member since 2024)
5. Antelope Valley Harley-Davidson – CA (Member since 2023)
6. Schaeffer’s Harley-Davidson - PA (Member since 2021)
7. Sierra Steel Harley-Davidson - CA (Member since 2022)
8. Keystone Harley-Davidson - PA (Member since 2021)
9. Legacy Harley-Davidson - IL (Member since 2022)
10. SF Moto - CA (Member since 2023)
11. Toms Snowmobile & Service - CA (Member since 2024)
12. Fred Cummings Motorsports - CA (Member since 2023)
13. Pony Powersports Westerville - OH (Member since 2024)
14. Texas Motorsports - TX (Member since 2021)
15. Tim Surdyke’s Gold Star Harley-Davidson & Outdoors - MO (Member since 2024)
Stay tuned! The May webinars will provide an EDGE in Sales — Pre-Owned Units & Operations — as well as offering competitive dealerships a change to move up the leaderboard.
NPDA DEALER NEWS Strength In Numbers
By Dave McMahon
North Carolina Dealers turned out in numbers at NCMDA Annual Meeting… and where Dealers gather, the National Powersports Dealer Association wants to be in on the action! NPDA Executive Director was invited to join Dealers at the North Carolina Motorcycle Dealer Association’s Annual Meeting. President Chris Brewer, an NPDA Member and Owner of Brewer Cycles, presided over the meeting at the always-inviting Aloft Hotel in Durham. NCMDA Executive Director Lisa Brewer once again ensured that the event was enjoyable for all with an efficient and effective schedule for the March 1-2 meeting.
“It’s smart business to come to the NCMDA meeting,” said Van Paul Etheridge, Eastern Regional Director of the NCMDA and an NPDA Member who has owned Cyclemax in Wilson, NC for more than a quarter century. “I was hearing about new laws and legislation that I should be hearing about, but I simply didn’t know about. It’s real easy to pick up a lot of best practices with other dealers and share our own things that have worked, just passing along information.”
Like many Dealer attendees, Etheridge flipped the calendar to a new beginning. “We’re excited about 2025. We’re looking forward to an increase. Things are looking up,” he added.
Greg Couchois, Floor Manager overseeing Sales & Finance at Capital Powersports in Wake Forest, made his debut at the NCMDA Annual Meeting. Capital Powersports, an NPDA Member since 2023 thanks the support of GM/DP Kevin Dunn, figures to take another step forward from the 1,200 units that the dealership sold in 2024. Pretty ambitious, even by Dunn’s standards!
“The meeting was very enlightening,” Couchois said. “Very informative with lots of great takeaways and time well spent. I learned a lot from the marketing guys (Motorsports Marketing Group) and made some connections.”
Zach McKenna, F&I manager at Team Charlotte Motorsports, was another first-time attendee to the NCMDA meeting. “I wanted to meet some new people,” he said. “We all have the same goal and want to help each other, build a better brand for all of us as dealers. I learned a lot about the different legislation, I liked hearing the different points of view. We all do the same thing, but there’s a lot of different ways to do it.”
Team Charlotte has big plans for 2025, said McKenna, a New Hampshire native who formerly was in sales at Naults Powersports & Marine. “We’re looking to crush what we did last year, and we’re on pace so far. We just take it one day at a time,” he noted.
With Brewer continuing to guide a highly successful NCMDA operation, Dealer members have a valuable tool as part of their business operations. “We had another really good turnout, about the same as last year with some new faces coming for the first time,” Chris claimed. “This year we tried to have more breaks, a longer lunch, more networking
Mark Sheffield (Woods Cycle Country) shares an update on the NPDA to the TMDA Annual Conference.
(From left) Chris Brewer/Brewer Cycles and Greg Couchois/ Capital Powersports at the prize ceremony.
(From left) Chris Brewer/Brewer Cycles, Justin Alpiser/Team Powersports and Jayson Davis/Powersports of Greenville (SC) renewing acquaintances.
time. That’s part of why people come — one of the biggest parts of it.”
It wasn’t all breaks and networking, though. Brewer shared several serious legislative updates from the General Assembly, including optional titling of ATVs and side-bysides in North Carolina that began on Oct. 1, 2024.” It’s been a positive move for Dealers as they aim to do better business with their lenders. Also, as of July 1, 2025, streetlegal side-by-sides will be permitted on any highway with a posted speed limit under 55 miles per hour.”
As for the shop itself?
(From left) Steve and Brandon Prokupek/PowerMaxx Motorsports were in familiar territory with some Supercross action at dinner Saturday night.
“If I do what I did in 2024, I’ll be happy,” Brewer said. “Unfortunately 2023 was a year that we’ll never see again. I think 2025 is going to be a reset year.”
NPDA Partners Torque Group, Rider’s Advantage, ZiiDMS and Sheffield Financial also participated in the NCMDA event as Sponsors. McMahon explained that, “Thanks to state associations like the NCMDA, the NPDA continues to tout and promote the benefits of non-profit state dealer associations. In fact, as part of the buzz being created in Durham by NCMDA Dealers about their dual support of the NPDA, North Carolina Dealers hopped online to join the NPDA. North Carolina is now the No. 3 state for Dealer membership in the NPDA, trailing only Texas and California.”
Envious of the financial value of dealerships that reside in states with active state powersports dealer associations? Could you see you and your staff capitalizing on the camaraderie in your own state? Let’s make 2025 your year to launch a state association. — Send an email to NPDA Executive Director Dave McMahon at Dave@npda.org for more information.
(Middle, from left) William Harper/Harper Cycle & Marine, David Andrew/Iron Horse Motorcycles and Willie Bradshaw/ Fun Cycles were all smiles during a coffee break.
Brewer Cycles
NORTH CAROLINA MOTORCYCLE DEALER ASSOCIATION
The North Carolina Motorcycle Dealer Association was established more than thirty years ago to protect motorcycle dealers in the state of North Carolina. Today NCMDA strives to protect, promote and keep the powersports businesses and sport thriving in the state of North Carolina. We encourage a friendly competition and business atmosphere among our dealers and members.
The NCMDA website is a resource and information site for our members. Please contact us via email with information related to our sport and please join our association by filling out the application on our website: www.ncmda.com
Membership in our association will help us all to stay strong and be able to unite to face the issues that affect the powersports industry in our state. The North Carolina Motorcycle Dealer Association is here for you. If you have information concerning the powersports business in North Carolina please contact us. The more informed we are the stronger we become.
We welcome all dealers, repair shops, accessory stores, and pre-owned bike centers to join our association. We also invite insurance companies, finance banking, and any business that will benefit by joining the NCMDA. During our annual meetings members are able to speak and have exhibits at the meetings. Members can also sponsor meetings or purchase ads on the homepage of our website as well as put ads in our annual newsletter.
The North Carolina Motorcycle Dealer Association is here for our members and we will always strive to keep motorcycles and related products growing in the state of North Carolina.
Sincerely,
Chris Brewer Brewer Cycles INC NCMDA President
DealerConnect 2025
A meeting for Dealers by Dealers September 21-23, 2025
The Hilton Columbus Downtown | Columbus, OH
From expert-led sessions to spontaneous hallway conversations, Dealer Connect 2025 delivers the kind of impact you can only get face-to-face. And yes—there’s still plenty of time to have fun. With networking events throughout the schedule, you’ll leave inspired, informed, and better connected than ever.
REGISTER TODAY BOOK YOUR ROOM
Member’ s Early Bird Rate...$249
New Member + Early Bird....$644
Early Bird Rates ends June 5, 2025
Reserve your room at the special rate of $209 per night Available September 19-24, 2025.
PROTECTING ACCESS TO FEDERAL LAND RECREATION
Must See Video
By Don Amador
Ihad the honor to serve as a panelist at a recent important discussion of recreation on public lands in CA and the West... This bipartisan/nondenominational session brought all sides to the table and demonstrated that we can work together for the common good.
The CA Natural Resources Agency hosted a fast-paced, highly-informative and bipartisan panel of recreation leaders from a wide-array of non-motorized and motorized organizations who shared their views, concerns and action items related to the initial round of layoffs of 5,000 to 6,000 seasonal and probationary federal recreation and forestry staff. See the YouTube video of the CNRA session here:
The panel talked about the ongoing national grassroots campaign by recreation organizations to have their members contact Congress and the Trump Administration about the layoffs.Other topics covered
included disposal or selling of federal public lands, national monuments, support from volunteer and non-profit groups and partners for Ranger Districts and BLM Field Offices and collaboration... We even covered Reagan’s 80% Rule which I had mentioned in Dealernews in January:
dealernews.com/Home/post/issue/january-2025/
This one hour video is a must watch for agency staff, elected officials, and outdoor recreation stakeholders as it shows our joint commitment to the federal boots on the ground workforce and management of our public lands.
Big thanks to the Outdoor Alliance and CA Natural Resources Agency for organizing this event and to the panelists who participated in his valuable discussion.
Don Amador has been in the trail advocacy and recreation management profession for over 33 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 served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 1994-2000. He has won numarous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don served as the government affairs lead for AMA District 36 in Northern California from 2019 – 2023. Don is a Core-Team member on FireScape Mendocino. Don is a contributor to Dealernews Magazine. Don writes from his home in Cottonwood, CA.
RUMBLINGS FROM THE OMNICHANNEL
RumbleOn Reports Q4 Results
The rollercoaster ride of the largest powersports retail group in the United States — RumbleOn — continues. RumbleOn, Inc. (NASDAQ: RMB —released its Q4 and full year ended December 31, 2024, financials. The new year also sees a new CEO as ex-Harley exec Mike Kennedy is out and Michael Quartieri is in as Chairman/CEO, among other key personnel postings (see Shifting Gears at RumbleOn Sidebar). The watchword for Q4 2024 was: “Balance Sheet” with a focus on Liquidity & Cash Flow.
According to the filings, “The Company generated $99.4 million in operating cash flow during 2024, ending the year with $85.3 million in unrestricted cash and $146.2 million of availability under its powersports floor plan lines of credit. During the year, the Company reduced inventory $106.9 million and amounts payable under floor plans by $81.4 million.”
“Despite the macroeconomic challenges of 2024, we remained focused on disciplined execution, operational efficiency, and building a strong foundation for long-term value creation,” stated Michael Quartieri, RumbleOn’s Chairman and Chief Executive Officer. “While our powersports segment faced headwinds, we exceeded our goal of reducing new inventory levels and generated positive free cash flow for the year.”
Key Q4 2024 Highlights
• Revenue of $269.6 million decreased 13.4%
• Net loss totaled $56.4 million compared to net loss of $168.5 million, including intangible asset impairment charges of $39.3 million in 2024 and $60.1 million in 2023. Net loss in 2023 also included an increase in the deferred tax valuation allowance that resulted in income tax expense of $59.3 million being recorded on a loss.
* Selling, general & administrative expense (SG&A) was $64.2 million compared to $81.7 million
• Adjusted EBITDA of $2.2 million compared to a loss of $0.3 million
The “macroeconomic headwinds” mentioned by Quartieri played havoc with the balance sheet. Topline revenue was down 11.5 %. Although it was lower than 2023, net loss was
still $78.6 million for 2024. Adjusted EBITDA was down 12% on the year as well.
Key Full Year 2024 Highlights (Compared to Full Year 2023)
• Revenue of $1,209.2 million decreased 11.5%
• Net loss totaled $78.6 million compared to net loss of $215.5 million
• Selling, general & administrative expense (SG&A) was $275.4 million compared to $347.3 million
• Adjusted EBITDA of $32.9 million decreased 12.0%
The devil is in the details! “The Company generated $99.4 million in operating cash flow during 2024, ending the year with $85.3 million in unrestricted cash and $146.2 million of
availability under its powersports floorplan lines of credit,” details the filing. While they were not the only dealer to suffer floorplan issues in 2024, they are the largest, so this is a significant amount of money by any measure. “During the year, the Company reduced inventory $106.9 million and amounts payable under floor plans by $81.4 million.”
The good news is the debt load was reduced. “The Company also repaid principal debt amounts of $36.0 million during 2024. In addition, the Company generated $9.8 million of cash through the issuance of 2.4 million shares of common stock through its rights offering in December 2024. In January 2025,
the Company repaid its $38.8 million principal amount and the accrued interest of its 6.75% convertible senior notes at their maturity.”
BOTTOM LINE
“I’m incredibly proud of our front-line store operations team for delivering exceptional performance in a tough environment,” claims Quartieri. “There’s more work ahead to strengthen profitability in 2025, but with the right inventory mix and a well-developed plan, we’re confident we can deliver sustained, improved results.”
SHIFTING GEARS
Kennedy Out, Quartieri In At RumbleOn
On the eve of AIMExpo, the largest powersports dealer in North America, RumbleOn, shuffled its C-suite deck. Effective as of January 13, 2025, current Chairman of the Board of Directors Michael Quartieri was appointed Chief Executive Officer; Cameron Tkach, VP of Dealership Operations, was promoted to Executive Vice President and Chief Operating Officer of the Company; Becca Polak, Chair of the Compensation Committee of the Board of Directors, has been named Vice Chairman and Lead Independent Director. Former CEO Michael Kennedy is no longer an officer of the company or a member of the Board of Directors.
“On behalf of the Board, I am extremely excited to have Mike Quartieri serve as RumbleOn’s next CEO,” said Polak. “As a key member of the Board, Mike has had a tremendous impact on our financial planning, recent recapitalization efforts and the continuation of the development of our business strategy.” Quartieri is said to be a tenured C-suite executive with significant leadership and strategic planning experience, in addition to having strong financial acumen and corporate governance expertise.
“Together with Cameron, an industry veteran with operational expertise, we believe that they have the experience, capabilities and strategic vision to accelerate RumbleOn’s success into the future,” added Polak.
Tkach has more than 15 years of experience in the powersports industry and is a life-long enthusiast having grown up in the dealership environment. He rose through the ranks at RideNow Powersports, holding key operational positions including Sales Manager, Finance Manager, General Manager and Operations Director to his resume. After RumbleOn’s acquisition of RideNow in 2021, Tkach continued to hold a variety of leadership positions, including Vice President of Retail Operations, where he focused on optimizing retail performance through business strategy and customer focus.
“I am excited to serve as Chief Operating Officer of the company and leverage my unique operational and strategic expertise,” says Tkach. “I look forward to working with Mike Quartieri and the leadership team as we continue striving towards operational excellence and market leadership in the powersports industry.”
“With the payoff of our convertible notes earlier this month, we have made significant progress in strengthening our balance sheet,” claims Quartieri. “As we move forward, my focus will be on driving growth, improving profitability and producing strong cash flow.”
This time last year, Dealernews was “covering” Mike Kennedy’s transition from long-time Harley exec and Vance & Hines leader to taking on the CEO role at RideNow and RumbleOn. “On behalf of the Board, I want to thank Mike Kennedy for his contributions and dedication to RumbleOn,” concludes Quartieri. “We are grateful for his leadership and wish him well in all of his future endeavors.”
Michael Quartieri
Cameron Tkach
Becca Polak
Michael Kennedy
DIGITAL LEADER JOINS THE FRAY
After 17 years running dealerships for Scott Fischer Enterprises , launching Digital Lead Performance and co-
founding LeadHelm a couple years ago, industry pro Aaron Barney is the new National Digital Director for RideNow Powersports and RumbleOn. “After 23 years in the powersports dealership world — operating stores, building teams and obsessing over the customer experience — I’m excited to share a new chapter in my journey,” he states. “I’ve joined RideNow Powersports as National Digital Director, backed by RumbleOn, the nation’s largest omnichannel marketplace in powersports.”
Barney explains his focus remains the same… but different than leading LeadHelm. “My mission? Still the same at its core: to influence the emotional journey of the customer — digitally. What’s different now is the scale. I’m honored to help lead digital strategy across a national footprint, bringing people, process and technology together to elevate the way we serve customers — and grow our dealerships.
“From the showroom floor to CRMs, from late-night follow-ups to lead conversion strategies — I’ve lived and breathed this world. That passion has led to co-founding LeadHelm, and now fuels my next chapter and evolution at RideNow Powersports Because if we don’t change the way we do business, our customers will change who they do business with.”
“To my friends, partners and mentors in the industry: I appreciate you. Your influence and collaboration have helped shape my thinking, challenged me to grow, and inspired what’s next. The next chapter is about growth, evolution and never losing sight of the journey that matters most — the customer experience ,” concludes Barney.
“I’m beyond excited to gear up, lean in, and ride this next chapter full throttle — with purpose, people and passion leading the way.” The new role with RumbleOn was announced April 7, 2025.
Aaron Barney
Confessions Of A Customer®
By Eric Anderson
TARIFF-IED
Trusted supply chains interrupted once again
The key word is “trusted.” When I was building protective riding apparel and helmets for 30 years in the industry, it took us years and years to build up trust in our overseas suppliers. Trust for quality, sizing, sub material acquisition, paint application, sewing technologies, fitment, sampling, timelines, lead times, communications and lots more.
Countless trips overseas for inspections and quality control were necessary with known factories which were already established. Speaking in only powersports terms, does our president really think we will bring this type of manufacturing of feature-laden leather jackets, carbon fiber helmets, hightech communication systems, CNC widgets and batteries back to the United States inside his limited 4-year term in office? Impossible!
When I became National Sales Manager for the Hein Gericke brand of leather apparel in the mid-1980s, some of the leather products were still made in Germany but were rapidly being transitioned to Korea for manufacturing. The chemically intensive tanning process and labor-intensive sewing of heavy leather was better quality and less expensive in Korea than the USA. Some leathers like Vanson, Brooks and Johnson still existed stateside, but only in limited quantities or for smaller volume, custom-fitted productions. No one in the USA was interested in building a factory that would hold 200 pattern cutters, 2000 seamstresses, 80 skiving machines, 50 perforation machines (for our patented ventilation at the time) and all the packaging materials for shipping. Americans had moved on to more middle-class jobs in the automation and tech sectors.
Fast-forward 20 years and Korea’s middle class grew upwardly “above and beyond” monotonous apparel manufacturing toward middle class jobs like America did. The leather industry then moved from Korea to Indonesia with Koreans building factories using their experience. This move included the sneaker shoe companies Nike, Adidas and Reebok because much of their designs included leather back then and required technical sewing techniques. The Koreans invested and built leather tanneries and factories in Indonesia following where the labor market kept them competitively priced. Then the same evolution occurred in Indonesia, so Korean factory owners moved to China, and 20 years later to Vietnam leaving behind each time a growing middle-class.
Routine task jobs have been outsourced to counties with lower labor costs, but the USA’s total manufacturing output has increased steadily… except for the 2008 Recession and COVID periods.
Free enterprise drove brand names and associated trusted factories to keep their prices down and their feature-benefit values up. It’s a constant process of competing in the “value for money” race we call free enterprise. Some brands choose to race to the bottom (price and quality) while others choose the opposite in the form of the premium market. The powersports media always did its job to point out the difference between the two — economy and premium — in their honest product reviews. Media and good advertising helped all of us make personal purchasing decisions based on our budgets and commitment to the powersports lifestyle.
Would Americans build clothing if brands brought labor-efficient sewing factories “back to America?”
But now, the world is turning, and wildly exorbitant tariff rates are upon us. For the life of me, I cannot comprehend how the President’s newly established “External Revenue Service” will “collect tariffs” from foreign countries when the x-factory price + freight (landed cost) is completely paid for by the importer. Depending upon the chosen distribution channel (distributor, dealer direct, B2C), each adds its operating margin to sell to you, Mr. Dealer, who should make between 35-50% margins (or more in some cases). Where in that supply chain does China (or Italy) pay the U.S. Government a fee? The importer will pay it when it lands in the port of Long Beach, CA. The only penalty Asian factories might pay if I get this right…is in the form of smaller and less frequent orders for what is now a much higher-priced product. Meanwhile those factories will be re-focusing on non-American markets while we tussle with our country’s own economic issues.
Even the MIC’s webinar this week on Tariffs told us the President is not correct when he says, “the countries will pay the tariffs.” The American consumer will pay them. MIC also pointed out the difference between “manufacturing jobs” and “manufacturing volume.” America still leads the world in manufacturing technology and pure manufacturing, albeit in the form of more technically advanced productions including automotive, aviation, aerospace, semi-conductors, diversified manufacturing. “Manufacturing jobs” of pure assembly (sewing, molding, machining), have been taken offshore in recent decades simply due to labor cost savings. Bringing those pure assembly jobs of low-level goods back to America will simply increase costs in addition to taking decades. Who wants to build a factory in the USA to build Christmas ornaments and plastic toys if there is nobody who wants to do that type of work for that low level of pay?
Right or wrong, it is the “uncertainty” that is killing businesses of all types in our country currently. Nobody including the President seems to have a long-term plan on what the goal
Americans used to build both hardware and software for electronic devices. Now jobs have shifted toward building the more creative software here while the hardware manufacturing has been off-shored to keep prices globally competitive.
in 2026 should look like. The rules change from hour to hour, so it becomes impossible for companies with 1–2year lead times to plan new products or “print” an annual price list. It also becomes impossible to “predict” what quantities we will need to order from overseas suppliers when we don’t know the “landed price” yet. The tariffs go up, then they come down, then they are paused. So, all brands, distribution channels and orders go “on hold” until things calm down. But how long can we all “hold out” until that happens. Tariff-ied!
TAKE ACTION AND OPPOSE TARIFFS
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THRASHIN BRINGS THE METAL
Open House Rocks
By Gus Stewart
Last month while catching up on some two wheel action on YouTube — I watched a video of the Thrashin Supply crew head over to Dealernews cover dealer Laidlaw’s Harley-Davidson where they picked up two 2025 bikes — a Lowrider S for product development and a Street Bob to customize and giveaway at their up-coming open house. This piqued my interest and motivated me to ride my Trashin-equipped Road Glide ST to the event.
Since this was Thrashin’s first open house, no one really knew what to expect. They did post an itinerary of the upcoming day’s activities: 10:00 am Doors Open — 1:45 pm Bike Giveaway Announced — 2:00 pm Open House Ends. Sounds simple enough, but things blew up!
The night before I detailed my bike, topped it off with gas and planned my route to Trashin — I-405 N for 38 miles, CA-188 W for 24 miles, exit Princeton Ave, left on Moorpark Ave, right on Poindexter Ave and left on Tech Circle. Saturday morning I rolled out from Huntington Beach at 8:15 am for the projected hour and 45 minute
ride. On the way to Moorpark the weather was perfect and it seemed like other riders were heading to the same destination… A lot of other riders.
Trashin mentioned several times, “Open House starts at 10AM, DO NOT SHOW UP BEFORE THEN”. I guess I was one of the few that took that decree seriously… on arrival at 10 am there were already thousands of bikes there. It was a chore to find somewhere to park and hundreds more were pouring into the neighboring industrial complexes. After sitting in bike gridlock for too long — I asked a guy If I could just wedge in with his group and he obliged. He and his three friends just rode in from Las Vegas. By the looks of things riders came in from around the country.
At the front of the building was the band, 805 beer, merch, bikes and the giveaway amongst a sea of people. There was a long line around the building to go inside — For every $10 spent you earned 1 entry for the bike raffle. In the R&D shop the Fueling boys were wrenching on a 2018 Sport Glide with a 128 CI build. Chanos Tacos and Habit Burger were selling food. The Eastcoastin and The Concrete Cowboys stunt show provided more entertainment in the back. Even though it was really crowded, the atmosphere was fun and family oriented. Speaking of family, Lance’s dad, Big Lance of 2 Lane Life was on the scene celebrating his son’s success.
In an attempt to beat the infamous LA traffic, I confess I cut-out before the event concluded. That afternoon they did the giveaway drawing and since I wasn’t present to win, Eric Lawson from San Gabriel was the lucky winner of the 2025 Harley-Davidson Street Bob.
Thrashin posted the following on their blog “WOW! We never imagined our first official Open House to be as big as it was! Over 4,000 people came in from all over the world to come hangout with us for the day. The city showed up and almost shut us down, the turnout was that big!”
For those few who may have missed the party, check out Thrashin’s YouTube channel. “The day was insane and we can’t thank everyone that showed up enough for the love and support. Hit play and take a look at how insane the day was!”
LOUISVILLE NVP
Onward & Upward
While we were slammed with both a digital and print issue for the AIMExpo and had to miss the trip to Louisville, our friends from LeMan’s say this year’s Spring NVP was the best one yet… despite the snow storms disrupting travel for reps and dealers alike. Dealer attendance was up, the number of vendors was up and the overall mood was upbeat!
The NVP Product Expo, hosted by Parts Unlimited and Drag Specialties, successfully concluded its 2025 event at the Kentucky International Convention Center (KICC) in Louisville, Kentucky, on January 25-26. “This marked the fifth consecutive year of the expo, which has become a significant event in the powersports industry.
“The Parts Unlimited and Drag Specialties NVP Expo continues to solidify its position as a premier gathering for industry professionals, innovation and the exchange of expertise,” said Paul Devine, Vice President of Sales & Marketing, commented on the event’s success.
The NVP featured a diverse range of new products and brands, providing dealers with exclusive discounts and incentives. Attendees had the opportunity to engage with industry-leading brand representatives and explore the latest innovations in the market. Unlike AIMExpo this year, NVP included E-bike demonstrations, E-Bike sales, and a drawing on Sunday where two E-bikes were given away to dealers.
On Saturday evening, participants gathered for the iconic Meet & Greet at The Sports & Social Club, located in Louisville’s vibrant 4th Street Live Entertainment District. The event offered a blend of food, drinks, games and live entertainment, fostering networking and camaraderie among industry professionals.
Looking ahead, the next NVP is scheduled for September 6-7, 2025, at the Baird Center in Milwaukee, Wisconsin. We can attest to the fact that the Milwaukee facility can easily accommodate the upward influx of exhibitors and attendees, offering an expanded space for future events: dealernews.com/Home/post/issue/october-2024
NVP PRODUCT EXPO
PICKS TO CLICK
Long-time friend and Drag Specialties road warrior
Tim Buechele was our go-to guy to compare notes with after a tradeshow going back to his days in a dealership when we would debrief following every Dealer Expo in Indy. Tim tragically passed away on February 3rd. In searching for photos to accompany his obituary Vale column in the March issue (issuu.com/dealernews/docs/ issue_3_march_2025/76), we found his picks to click from Louisville were already shared via social media. Thanks for the recap and godspeed, my friend! — Robin Hartfiel
1) A game changer from the show in Louisville! Beginning in approximately June, Custom Dynamics will be offering replacement TSM modules for all Harley-Davidsons, just four part numbers. They will have integrated load equalizers and other features in the event you want to add or convert to LED lighting… How cool is that? There are more features as well but this is merely a tease! There will be no security module. I don’t think that’s gonna be a dealbreaker because with this, a customer’s bike will still run just no alarm system.
2) There were way too many details on the two bikes from the crew at Thundermax, but the shining beacon could be seen all over KICC. There is no headlight as you would think a headlight should be. The inside of the bucket was milled in a corkscrew pattern and a long strip of super bright LED lighting laid in the channel. Believe me when I use the words… bright as fuck.
3) It is the little things that count. One of our vendors, Cycle-Pro, is ready to release Brembo brake rebuild kits for all Brembo brake calipers! There are two different kits depending on year and model… And the kits include the pistons as well as o-rings/seals. Harley offers no brake caliper rebuild kit and wants you to purchase a new caliper, approximately $700 to $800… each!
MIKE COLLINS SHIFTING GEARS
NVP in Louisville saw the surprise announcement that LeMans’ Corporation president Mike Collins was retiring. After shifting from being a finish carpenter to a career in powersports, Mike Collins spent nearly 7 years at Malcolm Smith Motorsports before becoming GM at Kawasaki of Riverside for a couple of years. After a stellar career at the dealership level, Collins was called up to the big leagues, becoming a buyer for LeMans in 1993. He proceeded to work his way up the ranks for the next three decades.
“After an incredible journey at LeMans, I’ve decided to begin my next chapter and I am retiring from my role as President of the company,” said Collins. “I’m looking forward to spending more time with family and pursuing personal interests that have taken a back seat during my rewarding career.”
Collins is quick to claim he won’t forget his friends and colleagues, however.
“The relationships built over four decades in this remarkable industry are precious to me, and I’m excited to keep up these connections while finding new ways to contribute my experience where valuable. I’m grateful for the countless friendships formed and look forward to crossing paths with many of you at industry events and gatherings in the future.
NEWS EVENTS AND
Mike’s tenure was not without its challenges. The 2008 economic downturn tested the company’s purchasing acumen, while more than a decade later the Covid-19 pandemic presented a myriad of obstacles, including converting to a work-from-home protocol literally overnight. Another critical moment in
THOR, started sponsoring Supercross and helped evolve the off-road segment into a cornerstone of LeMans’ business. He was onboard for the creation and success of Parts Europe, “We did what everyone said we couldn’t do,” he recalls, and witnessed Parts Canada flourish.
MIKE COLLINS SAYS GOODBYE TO LEMANS
OUTGOING PRESIDENT LOOKS BACK AT 32 YEARS OF SERVICE
Story by Dennis Johnson
It was late February and, with his retirement date on the near horizon, one might think that Mike Collins would take some time and coast a bit, being a shorttimer and all. But not Collins, not as his 32-year career with LeMans Corporation came to a close.
In his final few weeks since announcing his retirement as President of LeMans Corporation at the Louisville NVP, Collins said he was working harder than ever to get things done before he called it a day at the end of February. “Like I told everyone here when I said I’m retiring, ‘I’m still working. I’ll work right up to the last day,’” Mike says.
In those final days, Mike took the time to talk with Parts Magazine about his long career at LeMans. “Yeah, I would have never guessed I’d be anywhere for 32 years when I was younger,” he says with a laugh... READ MORE
Mike Collins Says Goodbye to
THE GRYPHON MOTORCYCLE CLOTHING STORY
Founded in 2020, by Gary and Jenny Cuzner, Gryphon Moto was not exactly the first brand to market “Let’s start a ‘Protective Motorcycle Clothing’ Brand!” And there is certainly no shortage of them,” Gary readily admits. The upside to the available options in the market is that it forced Gryphon to think outside the box with designs in order to put themselves at the forefront of a competitive market.
I was fortunate enough to grow up in the best industry in the world, within one of the best parts of it. When I say best, I don’t mean wealthy or safe or anything like that. I mean best based on my experiences and opportunities to view the full marketplace. Having the opportunity to travel the world developing life long relationships based on the love of motorcycles in a career spanning 42 years. A career that allowed me to
take part in product development and design, laying the foundation for a keen understanding of the market needs.
On top of that, I believe I grew up in the Golden Age of motorcycles. With a career beginning in the ‘70s, I have been exposed to many influential subcultures that have molded today’s motorcycle industry. The birth of the Sport Bike, Sport Touring, Gold Wing, the explosion of Harley-Davidson, the coming of age of Adventure Touring, development of the Naked Bike and the timeless Café Racer.
Gryphon is the culmination of these experiences allowing for the creation of a product line based on sound fundamentals of quality and design. We look to develop an unbeatable riding experience that will provide you the peace of mind to enjoy the ride.
But why the Gryphon name? When Gryphon was in the creation stage and trying to come up with the name, Gary had recently taken an ancestry DNA test to learn more about his heritage. He discovered that his Irish descent mother’s family coat of arms had a Lion on it. His father’s Welsh lineage brought him to find the Welsh flag had a Dragon on it. Gary’s high school mascot was a Gryphon. A Gryphon symbolizes courage and protection which seemed fitting for motorcycle protective gear. He thought what if I combine these creatures? So, he did and a modern-day Gryphon was born.
We wanted to bring protective gear to the market that the everyday rider could afford without sacrificing protection. Which is why we always use CE level 2 armor in the back, shoulders, elbows in every moto jacket and pants in our product offering.
Gryphonmoto Plus Five LLC
sales@gryphonmoto.com
MEN’S WANDERER ADVENTURE TOURING JACKET
Built for long-distance adventures, the Wanderer offers weatherproofing with Gryphon’s proprietary Nova Shield membrane. Shoulders outfitted with highly reflective ballistic nylon for added visibility, ergonomic fit adjustments, and an adaptive layering system make it the ultimate companion for adventure touring riders.
MEN’S VANCOUVER 2 ADVENTURE TOURING JACKET
One of Gryphon’s best-selling jackets gets an upgrade: keeping all the beloved features of the original, with modifications to fit and functionality. A streamlined thermal puffer jacket liner allows the outer shell to have an improved fit when worn alone. Velcro adjustments have been swapped for slider adjustment straps and upgraded storage solutions have been added. The Vancouver 2 is built to handle any terrain and weather condition, keeping riders safe and comfortable on every adventure.
MEN’S MAVERICK
The Maverick flew off the shelves in 2024 and a second color was added for 2025. This jacket features a revolutionary material out of Germany that is waterproof by nature; no membrane necessary, which greatly improves the breathability of the fabric. The new Sand colorway with CE Level 2 armor gives riders the style and safety they desire.
ODYSSEY WATERPROOF PANTS
Constructed in the same material as the Maverick jacket, the Odyssey pants, for men and women, offer comfort, safety and a lightweight sleek style. Heat shields on the inner lower leg offer an added layer of protection. Naturally waterproof with lots of added venting allows the rider to stay comfortable and confident in a variety of weather conditions.
COASTAL RAIN SUIT
Built to extend the ride, the Coastal waterproof rain suits offer 3M reflective materials and hi-vis colors for maximum visibility in low light situations. A removable hood and heat shields on the inner lower leg allows for extra protection. The easy to pack Coastal rain suit will keep the ride going no matter what the weather brings.
EXPLORER OUTDOORSMAN SUIT
Designed for four-wheeling, hunters, anglers, adventurers, and all outdoor enthusiasts, this premium two-piece suit, featuring a high-tech jacket and bib pants, combines superior waterproofing with an ultra-lightweight design to handle the toughest environments.
VALE RICH TEERLINK
The American Motorcyclist Association mourns the loss of AMA Motorcycle Hall of Famer Richard Teerlink, who served as Chief Executive Officer of Harley-Davidson in the 1980s and ’90s. He was 88 years old.
Teerlink’s lifelong love for motorcycles kickstarted when he was 14 years old, despite his father’s hesitancy to allow him to own his own bike. He became enamored with the Harley-Davidson 125s and Cushman motor scooters that his friends would ride. Later in his life, Teerlink turned to the motorcycle industry and relied on those childhood memories to help the rebuild of Harley-Davidson throughout the 1980s and ’90s.
Teerlink joined the famed motorcycle marque in 1981 as the chief financial officer, where he quickly went to work on finding new financing for HarleyDavidson. His persistence was rewarded quickly,
and the brand found new financing, serving as the first step toward its remarkable rebuild during his time at the company.
Soon after, Teerlink took over as Harley-Davidson’s president and CEO, utilizing his personal vision and values to rebuild the famed brand in his image. As CEO, Teerlink was known for ingraining himself at all levels of the organization, working with employees at all levels. He also forged relationships with motorcycle dealers, suppliers and riders to boost the brand nationwide.
Teerlink’s impact was seen in Harley-Davidson’s economic rebound during his tenure. In his first year as CFO, Harley posted an operating loss of $15.5 million on revenue of $210 million, which expanded to operating profits of $416 million on revenue of $2.45 billion when he retired in 1999.
For his efforts within the industry, Teerlink was inducted into the AMA Motorcycle Hall of Fame in 2015. See his Hall Of Fame posting here.
UNTIL WE MEET AGAIN...
In memory of a great leader. I just learned of Mr. Richard Teerlink’s passing earlier this month. If you didn’t have the opportunity to know him, then I’d like to tell you that he was the type of person and outstanding leader we so dearly need again today. Please allow me to fill you in, albeit briefly. Rich Teerlink joined Harley-Davidson in 1981 as Vice President and Chief Financial Officer during a pivotal moment for the company.
At the time, Harley-Davidson was struggling — our market share was shrinking, and we faced intense competition from Japanese motorcycle manufacturers. The company was dealing with ongoing quality issues and financial instability, making long-term survival uncertain. Rich played a crucial role in acting to reshape HarleyDavidson’s corporate culture. He believed that our people were, in his words, “The organization’s only sustainable competitive advantage,” while emphasizing collaboration, teamwork, and mutual respect over traditional command-and-control management. Yes, even our unions embraced his
direction. His leadership helped Harley-Davidson rebuild its brand based on five core values: truth, fairness, keeping promises, respect for individuals and intellectual curiosity.
During the 1980s, Harley-Davidson underwent a management buyout and worked to improve product quality, dealer relationships, and customer engagement. He believed in and strongly supported our authorized dealers/distributors; they believed in him. By the late 1980s and early 1990s, the company had successfully turned itself around, reclaiming its position as a strong, dominant force in the motorcycle industry. Rich’s philosophy of people-centered leadership became a defining aspect of Harley-Davidson’s resurgence. His approach helped transform the company into a global powerhouse, proving that investing in employees and fostering a strong organizational culture could drive long-term success.
Rich was and remains my own “north star,” an everguiding influence and inspiration — until we meet again. — Jon
Syverson
HINDSIGHT+
Picked up from March 2020
SUSTAINABILITY SHARK REPLACES LEVATICH AT HARLEY-DAVIDSON
Is The Motor Company Dipping Its Toe Into New Waters?
By Peter Thoeming
There’s blood in the water in Milwaukee. As ex-president and CEO Matt Levatich disappears beneath the winered waves, mortally wounded by the Great White Shark of the stock market, The Motor Company is looking for a bigger boat. In fact, they may already have found it in Levatich’s so-far ‘acting’ replacement, Jochen Zeitz.
My first encounter with Matt Levatich was at a press conference at the then-HD owned MV Agusta factory in Varese, northern Italy. Levatich, who was The Man From Milwaukee, shared the podium with the legendary (not necessarily in a good way) Giovanni Castiglioni and the body English was astounding. The two men faced noticeably away from each other and each refused to acknowledge the other. Castiglioni interrupted and contradicted Levatich, who bore the boorishness without acknowledging it. I formed a high opinion of Matt Levatich, and although even he couldn’t manage to control Castiglioni, he clearly gave it the old college try.
Speaking to him recently when he visited Australia, I saw no reason to change that opinion. In the speech he gave at the press conference, he struck just the right note by asking the attending journalists to encourage people, especially young people, to consider motorcycling by making more of its fun, recreational elements than the decline of the industry.
Levatich had been president and CEO since May 2015 and was president and chief operating officer for six years in the US and Europe, including general manager of the parts and accessories division and custom vehicle operations. He had paid his dues, and the Board clearly felt that he was on the right track with “More Roads To Harley-Davidson.”
Unfortunately, the stock market disagreed.
With Harley’s bike sales in the US in 2019 the lowest in at least 16 years, the market has grown increasingly concerned over the U.S. sales slump during one of the strongest economies in decades. Harley and other heavyweight motorcycle manufacturers have been caught between two customer demographic trends: Young people aren’t widely embracing the big cruiser and touring bikes and welded-on older riders aging out of the sport.
Harley-Davidson share price has nearly halved during Levatich’s tenure, but that was not entirely on his plate. The Motor Company had been ignoring the growing trends in the motorcycle industry for decades. In fact, it was Levatich’s outreach to younger riders, the creation of non-cruiser motorcycle offerings, and the introduction of a full-sized electric motorcycle that seemed to be pointing to a successful future. But falling sales figures (and a similarly fated balance sheet) have raised concerns amongst investors, and that is always a terminal blow for CEOs at publicly traded companies.
“The Board and Matt mutually agreed that now is the time for new leadership at Harley-Davidson,” said Harley-Davidson board member Jochen Zeitz in HD’s press release. “Matt was instrumental in defining the More Roads To HarleyDavidson accelerated plan for growth, and we will look to new leadership to recharge our business.” The implication is clear – Levatich was yesterday’s man.
Zeitz will take on the title of acting president and CEO, while Harley-Davidson begins a talent search for a permanent posting. In his time with various international luxury brands in Europe, Zeitz was known as the ‘Sustainability Taliban’ and appears to have been advising Levatich along similar lines.
When Zeitz was encouraging Levatich to think about sustainability, he focused not just on the moral justification for electric engines, but on the needs of Harley-Davidson customers to have healthy natural landscapes in which to ride. So, who is the ‘Sustainability Taliban’?
Zeitz is in his mid-50s with a formidable record of success in business. In 1993, at the age of 30, he became CEO of Puma –making him the youngest ever CEO of a German company at the time – and turned the near-bankrupt business into one of the world’s top three sports brands. The company was acquired by luxury goods conglomerate Kering in 2007, and a few years later Zeitz served as Kering’s Chief Sustainability Officer.
He now runs his own charitable foundation and co-chairs
The B Team, a non-profit that he co-founded with Richard Branson in 2012 to promote sustainable business practices. He has won the Financial Times Strategist of the Year award three times, been awarded the German Federal Cross of Merit, and co-authored two books – one of which, a dialogue with Benedictine monk Anselm Grün called ‘The Manager and the Monk: A Discourse on Prayer, Profit and Principles’, has been translated into 15 languages.
Across his many endeavors, Zeitz has one overarching aim: making businesses sustainable in a way that improves both society and the natural environment, and that creates economic growth. Central to his vision is redefining the role of business in society in a way that promotes sustainability on all fronts: social, environmental and financial.
The new definition, he says, needs “to create a kind of shareholder value that is socially just and environmentally sustainable. I believe that creating shareholder value is necessary because it creates jobs and all the things that we need on a planet with a rising population. But it can’t be at the expense of everything.”
We will hear more of Jochen Zeitz. I’d love to have a chance to talk to him. As far as I’m concerned, the Motor Company has already found its new leader, one who will no doubt reassure shareholders with his attitude. Let’s hope he can redefine Harley-Davidson, and do more than tread water in the bloodied waves of Lake Michigan.
Peter “The Bear” Thoeming is founder and Editor Emeritus of Australia’s top motorcycle magazine Australian Motorcyclist. He has been writing about bikes since he rode a Honda XL250 around the globe in the late ‘70s and aside from his magazine work has a newspaper column and several books on the subject to his credit.
Starting a new magazine is never easy, but Peter had done it three times with Bike Australia, Australian Road Riderand Chopper + Trikebefore launching Australian Motorcyclist eight years ago.
