Denago goes electric with the E-Hawk 6, an ideal way to get kids into powersports.
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WORLD’S LUCKIEST MAN
Bob Althoff Asks, Do Tariffs Matter?
EDITOR’S NOTE
Robin Hartfiel On The China Syndrome
LETTERS+ The Industry On Harley-Davidson
NEWS+
Harleys Shareholders Have Spoken, Honda Hits 500 Million Mark, BRP Boss Bounces
SHIFTING GEARS+ Personnel Postings, Courtesy MIJ
DEALER PROFILE
Greg Mackey, Cycles Of Jacksonville
MACKEY AS MEDIA MOGUL Lights, Action, Podcast!
DEEP ROOTS BRANCHING OUT
Denago Dealer #1
SHANGHIED! Dealers Discover The Denago Difference
THE HOST WITH THE MOST
GM David Garibyan Explains The Denago Difference
TARIFFS? ANYONE? Anyone?
TARIFFS & MOTORCYCLE PARTS
Lowell Anderson On Global Sourcing Issues
THE SHIRTS OFF OUR BACKS
Jayson Wickenkamp With An Unsolicited Hot Take On Tariffs
CONFESSIONS OF A CUSTOMER
Eric Anderson Confesses Tariffs Will Not Induce Birth Of U.S. Manufacturing
INDUSTRY RESEARCH+ Lenny Sims’ Take On Tariffs
InDUSTRY RESEARCH+ Lenny Sims’ Take On Tariffs
INDUSTRY RESEARCH+ Jim Woodruff On NPA AWP In Review eDEALERNEWS
Stark Future Looking Up?
OUR TEAM
EDITORIAL
Robin Hartfiel Editor/Publisher
Bob Althoff World’s Luckiest Man
Gus Stewart Creative Director
Brenda Stiehl Production Manager
CONTRIBUTORS
Don Musick Genesys Technology Solutions
Dr. Paul Leinberger
Eric Anderson Vroom Network
Jim Woodruff National Powersport Auctions
Lenny Sims NADA Appraisal Guides
Scot Harden AMA Hall Of Fame/Harden Offroad
Alex Baylon Motorcycle Industry Jobs
Hector Cademartori Illustrations
William Douglas Little Unique Powersports
Charlie Williams Off Road Editor
Don Amador Quiet Warrior Racing
Joe Bonnello Joe B Photography
Uncle Paul Wunsch Love Cycles
The Anonymous Dealer
ADVERTISING
Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com
The global tug-of-war on tariffs no doubt has profound effects. But to the average American, it is profoundly confusing; profoundly troubling; and profoundly unfair. Ideally, “free trade” should be free, fair and nonpolitical. Unfortunately, it has become anything but that.
Our industry is certainly one that is in the crosshairs given the current haze of geopolitics. And the issue is currently one more pain point we are all feeling. There is definitely dread that we become the unintended roadkill in the international game of chicken that is playing out.
Some 40 or 50 years ago, the United States was a global economic behemoth. We had won a war. Our people were back at work; our productivity, inventiveness and work ethic were no doubt daunting to the rest of the world. Trade barriers arose, but at the time were minor irritants to our political and business leaders…
And then the world changed!
Oil took our riches to the Middle East. Further east our factories, once the pride and power of the American heartland, found new homes. However we are not innocent victims in all of this. While our politicians were (always) asleep at the wheel; our bean counters saw the benefit of cheaper off-shore labor.
So, here we are amid a painful, but necessary, reset.
Our President and his trade team will, of course, be criticized from all quarters… Watching the sausage get made is like that.
From my perch, I simply must side with smalltown Ohioans who have lost their factories and their jobs; their tax base and their schools. While I support the near-term pain we are all feeling, I know that all of us recognize that truly fair, reciprocal and ideally zero tariffs would serve the entire world well.
And, from our industry’s standpoint, I still believe that we have much bigger issues than tariffs. We need to focus on the real issue at hand. We need to recapture our mojo. We need to educate, inspire and invite new participants to our sport. We need to grow.
In the end, low cost products, while important, are not as important as low numbers of door swings in our Dealerships. Just sayin’…
BOB
Editor’s Note
By Robin Hartfiel
IF THERE IS A TRADE WAR, AMERICA MAY HAVE ALREADY LOST…
No question, we are all tariff-ied about what is happening… even with a 90-day cease fire. Dealernews had the unique opportunity to talk tariffs with U.S. dealers and the chief executives of Tao and Denago at the factory in China! Remember this was at the height of the tariff turmoil — weeks before the 90-day pause — and yet all the dealers on the junket were cautiously optimistic. Invitees included Greg Mackey, CEO of Cycles of Jacksonville, Florida; Brad Tews and Raegan Yuncker from East Central Motorsports in Kent, Ohio; Mike Davidson, owner of Swampfox Motorsports, Princeton, West Virginia; and Jacob Stabler from ATV Wholesale Outlet, Sacramento, California. These dealerships represented a diverse geographic and product specialty — Tews is the king of pitbikes in the midwest, Jacob and his family have a lock on scooters and eBikes in the Sacramento area while the old Swampfox himself sells ATVs to rural hobby farmers.
“I believe the tariff war is going to sort itself out, and everybody is going to be just fine,” says Mackey. He is a third generation dealer whose grandfather was instrumental in establishing the Florida Dealers Association back when he was an Indian dealer in the 1940s and later sold his distribution business to some guy named Ed Tucker. Mackey has been at the top of an $80 million multiline/ multi-state operation to just about losing it all in the 2008 crash, so I will defer to Greg’s gut feel.
I will also go with MIC’s government relations bulletins. The good news is that “a trade war truce between the United States and China on May 14 may offer powersports companies a short window for restocking vehicles, parts and accessories destined for sale nationwide as the spring/ summer sales season continues,”said Scott Schloegel, MIC Senior VP of Government Relations. “Industries and businesses across the country continued to call for an end to the China tariffs, and there is now a 90-day pause… This is a step in the right direction.”
The joint statement said that both the U.S. and China recognized “the importance of their bilateral economic and trade relationship to both countries and the global economy,” as well as “the importance of a sustainable, long-term, and mutually beneficial economic and trade relationship.”
The bad news is if the cold war ignites after our 90-day cooling off period, America may have already lost. I saw this firsthand flying from LAX to Shanghai. With a population: 24.87 million, Shanghai makes Los Angeles look like the third world! Shanghai has the world’s largest metro system, Los Angeles can’t even connect LAX to the city’s light rail system. The roads in China are well maintained and efficient, LA has potholes, sinkholes and A-holes creating gridlock! Despite nearly doubling the number of residents — 24.87 million vs. 12.9 million — Shanghai has zero graffiti (even down in the port and the oldest sections of the city), Los Angeles has skid row, empty mansions being tagged and the dubious distinction of an estimated 75,312 “people experiencing homelessness.”
“The city has changed a lot since I first started coming here,” says our host and old China hand David Garibyan. “All of China has changed, particularly in the past 5 years.” He isn’t kidding — from the observation platform of the 1,500 foot tall Oriental Pearl Tower, we could see Shanghai Disneyland and a new F1 race track installation juxtaposed by the original Bund district across the river.
Shanghai is one of the world’s major centers for finance, business (13 Fortune Global 500 companies are based here), research, science manufacturing, transportation, tourism and culture. P.S. the Port of Shanghai is the world’s busiest container port… convenient for shipping plenty of powersports products around the globe!
If there is a trade war, Shanghai is looking more like a winner than Los Angeles these days.
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.
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GOOD COVERAGE
Good coverage of the H-D “situation.”,
Jon Flickinger , Retired Senior VP Harley-Davidson Motor Company 2009-2010 President/COO Buell Motorcycle Company 2004-2010 VP North American Sales & Dealer Services HDMC 1996-2004
ALL GOOD THINGS MUST COME TO AN END
Hey Robin. I just read the H-D demise editorials from Bob and your good self. I also read all of the comments. At IFW, I was deeply immersed in the Motor Company for 15 years, albeit from the MotorClothes aspect… But I had a front row seat to the success at HOG rallies and dealer meetings.
My one and only H-D bike purchase took almost a year and it was a great motorcycle that I was proud of for many reasons, including what it stood for. It seemed they could do no wrong and making money for the stockholders and the dealers was like falling off a log.
I chalk the impending demise of H-D to several things including demographics and the economy but mostly greed. Pure, unadulterated global greed. As the great scribe Geoffrey Chaucer famously said so many centuries ago, “All good things must come to an end”.
Chaucer’s use of the word “end” is significant, as it implies that everything has a natural conclusion, whether it is good or bad.
I expect the Dealernews update on HD to be in 2026, not 2030. Same thing for another iconic, passionate brand from Austria that suffers from greed. Gordon Gekko was wrong. Greed is not good.
Paul J. Golde, Proprietor Rancho Relaxo Dirt Bike Resort
STELLAR
Thanks Robin — I just perused the whole issue and your compilation/ reporting on HD is stellar! The look-back at the end of the issue detailing JZ’s (I say) blind passion for “sustainability” is chilling. Where did that get him? Keep up the good work and enjoy your time in the heartland.
Jim Williams, Retired MIC, AMA, KMC, etc.
HARLEY WAS RIGHT… DEALERNEWS IS WRONG!
Someday you will realize you were wrong and Harley-Davidson was right. There is not a thing wrong with hiring all those qualified. We should all embrace Diversity, Equinity and Inclusion. Try it at Dealernews and be a role model by hiring some individuals with different perspectives and maybe you can help the Industry grow instead of helping it die.
I trained Vocational Students to be Power Equipment Technicians and
some of my best certified technicians (EETC) were minorities. It is sad that most dealers refused to hire them because of their color. Those same dealers had no problem telling me that is why they didn’t want them.
Please don’t say these were isolated dealers because I went on “Industrial Visits” across the United States and noticed the blatant discrimination nearly everywhere. I challenge anyone that reads this to try taking off your blinders and you will see what I mean and ask yourself is this good for all?
Joseph Wahrer Wapakoneta, OH
PS
I just sent an email to sound off about DEI and Harley Davidson. I then flipped through the pages of Dealernews and I was only able to find one photo of a minority in your whole issue. Sad, that isn’t who we are as an Industry it is who you represent us to be.
Is it time to make changes at Dealernews?
Joseph Wahrer
OUT OF TOUCH
The issue for me, is The Motor Company is not being run by motorcycle people, but by people that know running shoes and sweatpants. This iconic brand will suffer under them and...
Bill Alford
Orange County Harley-Davidson Irvine, CA
FOOD FOR THOUGHT
Hmm, I worry this might be the final straw that sinks the company. I like how they are focused on lower priced units for the younger generation, but how long will that take? 2 years at a minimum, probably 3. They don’t have 2-3 years. And then they added they are
SOUND OFF!
doubling down on a division of electric bikes that have only lost money now for what, like 7 years? Electrics will have a part going forward, but never enough to have good ROI for the niche market it is and will continue to be, especially for Harley fans who hate this direction. I expect profits to continue to shrink and potentially a hostile takeover could happen. Beware. Any company who has been sinking this fast and this long who sticks with the same old people and a leader who is obviously way out of his depth is a big red flag.
Kevin R. Dunn, General Manager
Capital Powersports
Wake Forest, NC
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I think the truth is that current economic conditions have been unfavorable for a while, and while Harley is doing what they do as well as can be, that’s a shrinking market, and their main competition is their own used bikes, which tend to stay on the road. The Sportster should be what we see racing in Super Hooligan, but with lights. They should sell a sport-touring machine that’s a reliable replica of what we see in KOTB. Not that $110k turd they just released that can’t lean and has the wrong size wheels, give it the same ride height, seat height, cornering clearance, suspension, wheels, brakes, swingarm and shocks that the race bikes are running... And give it a special motor, that makes 200hp all day and twice on Sundays, for 100k miles before it needs service. It would be pretty awesome. They could really earn that “Motor Company” name again.
Sean Smith, Former Motorcycle Stuff
One Moto Cafe Portland, OR
THE SHAREHOLDERS HAVE SPOKEN...
Harley-Davidson Board Retained
The acrimonious war of words between Harley-Davidson, H Partners, Dealers and Shareholders comes to a vote May 14. Allegations of backdoor deals, improprieties and incompetency had been Internet fodder for weeks. However, Harley-Davidson, Inc. (NYSE: HOG) announced that the preliminary results of its 2025 Annual Meeting of Shareholders indicate that Harley-Davidson shareholders have elected all of Harley-Davidson’s Director nominees. Based on preliminary results, the elected Directors are:
Jochen Zeitz , Chairman, President and CEO
Norman Thomas Linebarger , Presiding Director
Troy Alstead , Director
James Duncan Farley, Jr. , Director
Lori Flees , Director
Allan Golston , Director
Sara Levinson , Director
Rafeh Masood , Director
Maryrose Sylvester , Director
Concurrent with the voting process, on May 14, the Board of Directors approved a cash dividend of $0.18 per share for the second quarter of 2025. The dividend is payable June 18, 2025 to the shareholders of record of the Company’s common stock as of June 2, 2025.
“We appreciate the valuable perspectives and feedback our shareholders have provided leading up to our Annual Meeting, and we look forward to continuing to engage going forward. The Board remains committed to executing its duties in the best interest of all the Company’s shareholders,” concluded Presiding Director Norman Thomas Linebarger.
WHEN PIGS FLY?
MotoGP Bagger Series To Take Flight 2026
Ahead of the heated proxy battle, Harley-Davidson has reiterated its intention to go global with its bagger racing series next season. Teaming with MotoGP, the 12-race series will be contested at six Grands Prix across Europe and North America. Some 6-8 teams are expected, each fielding two riders — supported by Harley-Davidson Factory Racing.
“This is a bold new step for Harley-Davidson’s global racing ambitions,” notes Jochen Zeitz, Chairman, President and CEO. “Harley-Davidson has been pioneering performance on and off the road since our beginnings over 120 years ago. Most recently, we showcased performance through our racing at the MotoAmerica Mission King of the Baggers series and through performance differentiated product such as our new CVO RR motorcycle and our CVO Road Glide ST.”
Deflecting some of the headlines away from the hotly contested Board of Directors vote, racing still resonates with dealers and their customers. “We’ve seen how performance has resonated with riders and fans, and we know that they’re keen for more,” claims Zeitz. “With this new series, we’re excited to bring a new form of racing to the world stage. Not only is this a bold and new chapter for our brand, celebrating our heritage while pushing into the future, but it will add an amazing spectacle to the greatest motorcycle show in the world.”
More details will be revealed soon. Those looking to join the growing field or explore sponsorship and media opportunities can contact: factoryracing@harley-davidson.com
THE POWER OF DREAMS:
500 million motorcycles being produced when the Dream D-Type — the first major motorcycle model for Honda — rolled off the line in 1949. However he did believe in dreaming big. “We only have one future, and it will be made of our dreams, if we have the courage to challenge convention.” – Soichiro Honda
“For Honda, the motorcycle business is our founder’s business, and will continue to be the company’s core business,” said Toshihiro Mibe, Honda Motor Co., Ltd.’s President, CEO and
Representative Director. “In the motorcycle business, we have built the trust of our customers through our many products and services, which has enabled us to achieve a cumulative production volume of 500 million units. I would like to thank our customers and all stakeholders who were involved in achieving this milestone, from development to production, sales and service. Honda will continue to take on the challenge of expanding the joy of our customers around the world.”
American Honda Motor Co., Inc., was Honda’s first overseas subsidiary. The wholly owned sales division of the parent company, Honda Motor Co., Ltd., was founded on June 11, 1959. Honda began North American production of motorcycles in 1979, at the Honda of America Mfg., Inc. plant in Marysville, Ohio, where 64 associates began producing the CR250R dirt bike. That first motorcycle rolled off the production line on September 10, 1979. By April 1980, the GL1100 Gold Wing was being assembled by associates at the Ohio plant.
In total, Honda has produced 30 motorcycle models in the U.S. and just over 1 million units, including cruisers, standard bikes and touring bikes. Two of the most heavily produced models were the Shadow and Gold Wing platforms. Currently, Honda’s side-by-side and ATV production takes place at plants in South Carolina and North Carolina, respectively (using domestically and globally sourced parts).
Honda’s cumulative global production of engine/motor-powered motorcycles reached 500 million units 76 years after the company began mass production of the Dream in 1949. “I wanted to be Number 1 in the world, not just Japan,” said Mr. Honda. Mission accomplished!
DEALER NEWS: TRIUMPH ROARS INTO WARHORSE CAMP HILL
Warhorse Camp Hill, a premier powersports dealership in South-Central Pennsylvania, announces the addition of Triumph Motorcycles to its already extensive lineup. In addition to new models, Warhorse Camp Hill offers a selection of preowned Triumph motorcycles. This expansion enhances the dealership’s commitment to offering a diverse range of highquality motorcycles to enthusiasts in the region.
“Integrating Triumph Motorcycles into our offerings is a significant milestone for Warhorse Camp Hill,” claims General Manager Zach Pentz, “Triumph’s rich heritage and commitment to innovation resonate with Warhorse’s values, and we’re excited to provide our customers with these exceptional motorcycles.”
Warhorse Camp Hill has built a reputation for excellence, offering Yamaha, Ducati, KTM, Aprilia, Moto Guzzi, Vespa, Piaggio and BMW Motorrad. Pentz believes the inclusion of Triumph aligns with the dealership’s mission to provide top-tier options for riders seeking performance, style and reliability.
See the store at 3809 Hartzdale Dr., Camp Hill, PA 17011 or click here: www.warhorsecamphill.com
BRP BY THE NUMBERS
BRP published its financial results for the first quarter of 2025, and to no surprise, the numbers were flat. “The first quarter of Fiscal 2026 was marked by continued softer consumer demand exacerbated by the uncertainty surrounding changes to global tariffs and trade regulations,” BRP announced on May 29. As the Company continued to focus on reducing network inventory
levels on Seasonal Products and managed industry slowdown on Year-Round Products, the volume of shipments and revenues decreased compared to last year.
“We delivered a sound first-quarter performance despite the current context, with results in line with expectations,” explains outbound President/CEO José Boisjoli. “Driven by a solid endof-season in Snowmobile, we slightly outperformed the North American powersports industry with retail sales holding steady compared to Q1 last year,” he said.
“Looking ahead, given the uncertainty, we are still refraining from making financial projections at this time. In the short-term, although demand remains soft due to a challenging macro environment, our strong product portfolio and leaner inventory levels position us favorably for a rebound,” claims Boisjoli, who said he is staying onboard with BRP for the fiscal year. “Over the longer term, our decision to double down on our core powersports activities, combined with our team’s ingenuity and our commitment to pushing technology and innovation, provide the foundations for sustained leadership.”
BRP BOSS BOISJOLI BOUNCES
After 22 years as President and CEO, José Boisjoli will be retiring and stepping down from his role as Chair of BRP’s Board by the end of the fiscal year. During his tenure, Boisjoli spearheaded BRP’s transition from a Bombardier spin-off to a publicly traded, global leader in powersports.
“Leading BRP has never been a job: it’s been a work of passion and a true honor,” said José Boisjoli, President and CEO. “During my 36-year career at BRP, I have had the privilege to shape its DNA alongside brilliant minds and talented people who have relentlessly pushed the limits of innovation to offer the best experiences to our riding communities. Reflecting on my journey, I am proud that we have proven ourselves capable of changing the name of the game within the powersports industry and built a strong organization that is well positioned for the long-term. I am grateful for everyone who contributed to BRP’s success.”
Back in 2003, Boisjoli, who was then President of the Snowmobile & Watercraft division of Bombardier, became President and CEO of BRP the day it became a standalone company. Boisjoli laid out his vision for the making of BRP, including diversified its product portfolio, focus on dealer and distributor network and expanding the manufacturing footprint. His plan worked, propelling growth and more than tripling BRP’s revenue. With seven product lines covering all 4 seasons, BRP’s market share increased threefold over the past two decades. Today, one out of every three powersports products sold worldwide carries the BRP logo.
DEALER NEWS: UNDER NEW OWNERSHIP
New name, renewed commitment! Now known as 7 Hills Harley-Davidson, the former Eastgate Harley-Davidson, is under new ownership and management, bringing fresh energy, expanded inventory and a renewed commitment to the Cincinnati riding community. Now part of The Loomis Group — alongside Piqua Harley-Davidson, No Cages Harley-Davidson and Napoleon Harley-Davidson — 7 Hills is hosting its belated open house to officially kick off the riding season on Saturday, May 31st.
“We’re here to earn the trust and business of Cincinnati riders,” explains Jim Loomis, owner of The Loomis Group. “We’ve put together a strong team, a massive inventory, and a commitment to service that reflects our belief in what a Harley-Davidson dealership should be: local, passionate and built for riders by riders.”
Although the dealership quietly transitioned back in November, this spring marks the perfect time to reintroduce itself. “The Grand Opening event will highlight what sets 7 Hills apart: an experienced, riderfocused team, four times the inventory, and a renewed dedication to customer experience,” Loomis adds.
Real Suspension Seat Technology
Turn 14 Powersports has tabbed industry pro Eric Maurer as its new Marketing Manager . Texasbased Mauer will be riding herd on brand building, overseeing strategy and execution for a growing stable of powersports staples, including Answer, Biker’s Choice, BikeMaster, DragonFire Racing, FirstGear, Kuryakyn, ProTaper, QuadBoss, River Road, Speed & Strength and TwinPower . “I’ve always straddled both worlds — marketing and creative leadership — combined with a passion for enthusiast industries,” says Maurer. “This opportunity brings it all together. Turn 14 has real momentum in powersports, and I’m excited to help drive that forward.” A lifelong rider and custom motorcycle builder , Maurer brings more than 20 years of experience in marketing, creative direction and strategy across the powersports , automotive and high-tech industries. His background includes work with the Motorcycle Industry Council, Microsoft, Todd’s Cycle and industry publications . With Maurer now leading marketing, the company is doubling down on its commitment to brand-building, consumer engagement and community-driven growth. “Powersports is more than a market—it’s a culture,” concludes Maurer. “We’re building something here that honors the past while charging into the future.”
After 20+ years on the dealership side, including stints as General Sales Manager at landmarks like Eurosports and Hermy’s BMW and Triumph , Bobby Brown has gone corporate! Most recently the National Sales Director for Motos America Inc . Brown moves from the dealership ranks to the OEM ranks. “I’m proud to announce that I’ve stepped into the role of Corporate Sales Manager for the BMW Performance Center for both the East and West Coast,” relates the industry veteran. “From the moment I first experienced the BMW Performance Center back in 2014, I knew it was something special. Their world-class training didn’t just make me a better rider and drive r— it actually saved my life. The advanced techniques I learned on both two and four wheels have had a profound impact on me, improving my skills, awareness and confidence on- and off-road. Now, I have the incredible opportunity to work with a team that helps others discover this memorable experience! Looking forward to this next chapter and all the exciting opportunities ahead! If you’re interested in an unforgettable corporate event or team-building experience, let’s connect!”
Dealer news: We are proud to introduce Steve Mascorro — the General Manager of Lucky Peach Harley-Davidson! Originally from the desert heat of Arizona, Steve made his way to Cincinnati and climbed the ranks at CinCity H-D with grit, hustle, and heart. Now he’s bringing that same energy (and maybe a little Midwest charm) down to Georgia! With years of Harley-Davidson experience and a passion for the ride, we know Steve’s going to lead Lucky Peach into something legendary. Come say “hey” and see what he’s all about!
Promoting from within. When S&S Cycle needed a new Sales & Technical Services Manager, the V-Twin experts needed to look no further than under their own Viola, Wisconsin, roof. Rob Andolsek steps into this role with 23 years of S&S Cycle experience under his belt. “With all his years of experience in Product Development and Product Line management, Rob is a perfect fit for this new role,” says EVP Charlie Hadayia . “I look forward to seeing the innovation he creates in both departments.” Andolsek started his powersports career with PSI Performance developing exhausts and two-stroke engines for snowmobiles. His
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Continued from page 16 PSI efforts primed him for S&S by focusing on drag race, hill climb and oval racing sleds. At S&S Cycle Andolsek has held a number of significant roles preparing for his new position, including Product Development Project Lead, Product Line Manager and Sales Engineer. Notably Andolsek led both the Stealth Air Cleaner and T-143 Projects. With a new dealer catalog in the market, Rob steps into his role at a time when dealers and distributors have more S&S Cycle product information than they have had in a long time. “I am excited to jump into this newly created role and deliver the best possible service to our dealers, distributors and customers,” adds Andolsek. “With oversight of both sales and technical support, it places me in a great place to really understand what is happening in our market—and that will translate to helping our internal engineering and product development teams as well.”
Chanler Hartwick is the Motorcycle Industry Council’s new Membership Manager. She brings more than a decade of powersports industry experience in marketing, project management, and communications. A lifelong enthusiast, Hartwick began racing off-road motorcycles in her youth and maintained that passion throughout her career. After graduating college, she joined the marketing department at KTM North America. Hartwick later worked at Troy Lee Designs, where she quickly advanced to the role of Global Marketing Operations Manager, working with leadership on strategic initiatives and successfully heading up cross-functional projects from concept
to execution. During this time, she also earned her MBA, further strengthening her business and leadership skills.
Oh Canada? James Matthews has assumed the helm as President of Yamaha Motor Canada . According to our northern neighbors, Matthews began his Yamaha career in 2017 as General Manager of Yamaha Motor Finance Canada . Two years later, he was promoted to Vice President and shortly thereafter served as President. Last year, James moved to Yamaha Motor Canada to lead the Corporate Services team as Senior Vice-President. “I am very proud to accept this new role,” says Matthews. “Yamaha Canada is focused on providing lifelong memories by connecting people through unique Canadian outdoor experiences . In our busy, sometimes chaotic lives, this purpose is meaningful.”
Yamaha Canada, Eh? As Mathews was moving up, former MD Dean Burnett was moving on. “We celebrate and bid farewell to Dean Burnett, who has served as President and Managing
Director of Yamaha Motor Canada Ltd. for the past three years. Dean’s leadership and dedication have been instrumental in steering our company through with a passion that inspired us all.” Burnett began his Yamaha journey more than 30 years ago, and his time with Yamaha Motor Canada has been marked by significant achievements and a deep commitment to the team. “His ability to chart a course to success has been a testament to his exceptional leadership. We will always save a little bit of our maple syrup reserve for Dean and his family.”
And that didn’t take long… Yamaha U.S. Marine Business Unit has appointed Dean Burnett VP of Marine Business. In his new role, Burnett oversees the Yamaha U.S. Marine Development and Advanced Development teams and Yamaha’s Boat Business Unit, which includes the WaterCraft Business Group, G3 Boats and Skeeter Boats Burnett is also president of Skeeter Products, Inc. and leads Yamaha’s Connected Division as president of Siren Marine, Inc. “Dean has a deep understanding of the marine industry, and his leadership plays an integral role in Yamaha’s success,” said Ben Speciale, president of Yamaha U.S. Marine Business Unit. “His tenure with Yamaha is marked by strategic growth, operational excellence and a strong commitment to our customers and partners. We are grateful to have him back in the U.S. and confident he will drive success in his new role.” A 30-year veteran of Yamaha, Burnett grew up in the marine business, learning the retail side from his father and uncle at the family marine dealership in Louisville, KY. He worked in many aspects of the family business, including parts sales, inventory management, servicing outboards and working at local trade shows. He began his career with Yamaha in 1987, spending four years in sales and marketing roles for the company in the California market.
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CYCLES OF JACKSONVILLE DISCOVERS THE DENAGO DIFFERENCE
There are early adopters and then there is Greg Mackey, Denago Dealer #1.
Mackey’s Cycles of Jacksonville operation does well with Vespa scooters because of the proximity to the beach, his sportbike customer base is well served by Aprilia and Triumph, the occasional “eclectic” buyer gravitates to the Moto Guzzi on the floor and for everything else from ATVs to UTVs his Honda franchise covers all the bases! But he still felt there were opportunities in the market — a need for something different in his diversified and balanced powersports portfolio. Think of it as the “Denago Difference.”
Dealernews had the unique opportunity to discuss that difference, talk tariffs and see his experience with the factory and the chief executives of Tao and Denago at the factory in China! Remember this was weeks before the 90-day pause at the height of the tariff turmoil, and yet Mackey (and all the other dealers on the junket), were cautiously optimistic. After touring the factory, joining in on product planning and engineering sessions with R&D — things he had never experienced with any of his longstanding OEMs — Mackey was even more confident in the opportunities offered by Denago for his dealership.
We put him on the spot by putting him on camera with no warning, prep time or second takes to get his gut reactions on China, Tariffs and the Denago Difference!
So legend has it, you are Denago dealer number one. Who are you and what is your dealership?
I’m Greg Mackey, Cycles of Jacksonville. We are in Jacksonville, Florida. We took on Denago after we met with the team. They shared the vision and really a great value proposition… We were excited to get on board.
You drank the Denago Kool Aid. To put it into perspective, what other lines do you currently carry?
We have Honda, Piaggio and Triumph in our Jacksonville location.
So this is a nice adjunct to all your existing lines. It doesn’t cannibalize anything?
Correct! The line fits in pretty seamlessly. It’s additional business for us, not cannibalizing what we’ve got and a great fit for our area.
We’re at the height of the trials and tribulations of the tariff wars, but we are here in China. You have just seen where your Denago product comes from. What are your takeaways first from this? Will the tariff threats kill your business?
First of all, the factory is amazing! The compound here, and the fact they make everything in house, is really impressive! It allows them to control the quality of the product, allows them to move the product quickly along and get it to dealers quicker. I believe the tariff war is going to sort itself out, and everybody is going to be just fine.
You just saw behind the curtains some of the wrangling that goes into determining what products can come into the country and when. What are the price points, what are the considerations of what goes on to the machine… So how do you feel after sitting through that process?
Continued from page 21
That was interesting. That’s the first time I’ve ever sat through something that thorough… And the amount of thought that goes into it. Determining what they’re really trying to bring to the US market is very thorough and I think they’ve got a bright future.
You’ve seen some product firsthand — sneak peek stuff that you couldn’t take pictures of, but you may or may not have actually been in the saddle on. What do you think is coming down the pipe that’s going to be good for your customers?
I think they’re going to have some very competitive products… very competitive! I think they’re going to be getting a great price point. Denago products are going to bring some excitement to the market at a great price pool!
And that is the Denago Difference according to Dealer #1.
MEDIA MOGUL
Since Greg Mackey had already stepped up as an early adapter, it is no surprise that Denago GM David Garibyan tapped into Dealer #1 for the new Inside Denago video series first season.
“What we decided to do was visit the first 10 Denago dealers in person,” explains David. “National Sales Manager Johnny Hayes and I wanted to get some feedback. What they experienced with Cycles Of Jacksonville was a clean, organized well-oiled machine! “There was even a wonderful fragrance in the air,” adds David… no joke Greg Mackey says that was an idea he “stole from some somewhere.” But the whole atmosphere made David want to buy something, not sell a line of products to the dealership!
See the full episode here: www.youtube.com/watch?v=lxTrZ4CWefA
Because Sam Dantzler is a fellow FSU alumn, Greg responds to some good-natured ribbing on the recent Garage Composite’s GarageCast with the fact that the ratio of girls to guys at FSU is 3:1 so he was smarter than the average undergrad!
Join us for an insightful episode of GarageCast as we sit down with Greg Mackey, the owner and operator of Cycles of Jacksonville and Interstate Cycles. With decades of experience in the power sports industry, Greg shares his journey from a motorcycle dealer to a multi-rooftop operator, navigating the challenges of growth, market dynamics, and the impact of economic downturns.
Whether you’re a seasoned dealer or just starting in the power sports industry, Greg’s experiences and insights offer valuable lessons on managing a successful dealership in today’s ever-changing landscape. www.youtube.com/watch?v=3M9Cmt_WdCs
DEEP ROOTS LEAD TO BUSINESS BRANCHING OUT
In addition to Cycles Of Jacksonville, Mackey has Interstate Cycles (and experience dealing with Yamaha, CFMoto and other lines not carried by Cycles of Jacksonville — but that is a story for another time). Greg graduated from Florida State University in 1996 — not exactly with honors but he already had an advanced degree in hard work and being open to opportunities from his time in the family business.
His Grandfather had an Indian dealership back in the 1940s and was instrumental in the founding of the Florida Motorcycle Dealers Association. He also started Florida Cycle Supply after Indian went belly up… interestingly enough, the senior Mackey sold his distribution business to Ed Tucker!
“I got out of Florida State and immediately went to work in the family business at Cycles of Jacksonville. ”The dealership had a semi truck and a strong presence at motorcycle rallies around the country, so Greg saw more of the industry than just standing behind the counter in the Jacksonville store! “I cut my teeth on the rally circuit… that was a very intense operation! Typically we would leave on a Monday or Tuesday, set-up on Wednesday, sell Thursday, Friday, Saturday and Sunday, break down on Monday and head to the next motorcycle rally. Lots of trials and tribulations out on the road. I probably had at least half dozen employees call it quits while we were on the road!”
It was like drinking out of a firehose, but Greg wanted more and jumped in with one of the early 20 Clubs. “I learned a lot from Mr. Ed Lemco … I remember going to my first 20 Club meeting in my 20s and it was a very intimidating situation — there were a lot of excellent operators in that room — I was fortunate enough to learn from them.” He is still in the same group to this day!
Along the way, the family business expanded to multiple dealerships throughout Florida and Georgia. “We were up to $80 million in sales across multiple rooftops in multiple states… Then the bottom dropped out in 2008!
“I think the industry lost about half of its rooftops during the crash and we certainly weren’t immune to that. My Dad who was a fighter pilot said we were running out of altitude and airspeed real quick and we had to do something. Like many at the time, the family was overleveraged. We sold off a couple of stores, put a key in a couple others and just shut them down. It was a very expensive education.” Sound familiar?
The take-way is that Cycles of Jacksonville became a cash-dealer. “We own all of our inventory, we own our buildings… I won’t say we are recession-proof, but we are certainly much better off than we were back in 2008!” Greg defines the new business model on the dealerships’ website: www.cyclesofjacksonville.com
Cycles Of Jacksonville was established in 1983, but the roots go much deeper. The principals and operators come from a long line of motorcycle history dating back to the 1940’s. We are passionate about motorcycles and know that our job is to deliver a first class experience to all levels of motorcyclists. If you are just starting out, or an experienced rider, this is the place to find what you are looking for. We carry a wide selection of new and used sports ATVs, utility ATVs, motorcycles, and scooters. Come visit us at our Jacksonville dealership located near Orlando and St. Augustine, Florida.
Our employees also share our passion. Most of them are powersports and motorcycle enthusiasts themselves and can speak from experience when providing advice about your next motorcycle purchase or your scheduled service. Our department managers have decades of combined experience to help you with whatever it is you may need. Our technicians are all manufacturer certified. You can ride with confidence knowing your motorcycle has been taken care of by our service team. Our parts
department boasts the largest selection of riding apparel to make sure your riding gear needs are covered. Do you need tires? If so, this is the place to be. We always quote the installed price on all tires and have the best prices on all brands of tires. Having intermittent service issues? We have a state of the art dyno machine to diagnose the toughest service issues.
The brands we carry represent who we are. All of our products have a long and storied past in the motorcycle business. They represent a strong position in the motorcycle business for the hardcore enthusiast to the weekend warrior. Our product lines are sure to have you covered whether it is an adventure bike, heavyweight cruiser, cutting edge sportbike or the fuel efficient daily rider.
We are a family owned and operated business. With that comes a level of personal service you just can’t duplicate. We appreciate every single one of our customers and understand we can’t continue our passion without catering to yours. It has been our pleasure to serve the Jacksonville motorcycling community for decades and look forward to continuing to do so for decades to come. My door is always open and I look forward to seeing all of you on the road or at the dealership. — Greg Mackey, President, Cycles Of Jacksonville
SHANGHAIED!
Dealers Discover Denago
During the Gold Rush crews would routinely jump ship looking to strike it rich in California’s gold fields.
Enterprising types known as “crimpers” would go to the waterfront bars, slip a mickey into a drink and deliver an able bodied, but unconscious seaman to the crewless ships. By the time the mark regained their senses, they were bound for Shanghai and obligated to work off their passage back to the U.S. While the dealers invited on the Denago PowerSports recent trip to China were not drugged, they were drinking the kool aid after seeing the factory firsthand!
Denago invited dealers and media to China for a look inside the factory where Denago’s dirtbikes and ATVs are made. Invitees included Greg Mackey, CEO of Cycles of Jacksonville, Florida and Denago dealer #1 (see this issue’s Dealer Profile); Brad Tews and Raegan Yuncker from East Central Motorsports in Kent, Ohio; Mike Davidson, owner of Swampfox Motorsports, Princeton, West Virginia; and Jacob Stabler from ATV Wholesale Outlet, Sacramento, California. A couple of media types — Derreck Bernard (Hi-Torque Media), and Robin Hartfiel (Dealernews) joined Denago dealers and staff for the eye-opening adventure.
Appropriately enough, the April 17-25 junket began in the port city of Shanghai, China’s biggest city and home to its Stock Exchange in recognition of the fact that parent company Zhejiang Taotao Vehicles is publicly traded. Forget anything you thought you might know about China…. this is not some third world port! Shanghai is one of the world’s major centers for finance, business (13 Fortune Global 500 companies are based here), research, science manufacturing, transportation, tourism and culture. The Port of Shanghai is the world’s busiest container port… convenient for shipping container loads of powersports products around the globe!
“The city has changed a lot since I first started coming here,” says our host and old China hand David Garibyan. “All of China has changed, particularly in the past 5 years.” He isn’t kidding — from the observation platform of the 1,500 foot tall Oriental Pearl Tower we could see Shanghai Disneyland and a new F1 race track installation juxtaposed by the original Bund district across the river.
With a population: 24.87 million, Shanghai makes Los Angeles look like the third world! Shanghai has the world’s
largest metro system, Los Angeles can’t even connect LAX to the city. There are more new Tesla’s in Shanghai than the City of Angels. The roads in China are well maintained and efficient, LA has potholes, sinkholes and A-holes creating gridlock! Despite nearly doubling the number of residents — 24.87 million vs. 12.9 million — Shanghai has zero graffiti (even down in the port and the oldest sections of the city), Los Angeles has skid row, empty mansions being tagged and the dubious distinction of an estimated 75,312 “people experiencing homelessness.”
A Shanghai vs. Los Angeles comparison would indicate that if there is a trade war coming, we already lost! Traveling to Tao’s factory five hours inland from Shanghai shows many public works and new construction taking place. In fact, Tao’s own factory was built in 2018 and now encompasses 1.3 million sq./ft.!
tuned for Part II for the full factory tour…
Stay
THE HOST WITH THE MOST
Although Denago PowerSports has been in the U.S. market since July 2023, the brand was largely under the radar… Until AIMExpo 2025. “We had dealers seeking us out at the tradeshow rather than the other way around,” says General Manager David Garibyan. For those dealers who missed the trade show in Las Vegas, Denago PowerSports is the premium brand of Zhejiang Taotao Vehicles, akin to how Lexus is related to Toyota. In addition to being traded on the Chinese Stock Exchange Taotao (and its affiliated brands of eBikes, pitbikes, golf cars, ATVs, scooters and even hover boards) is the largest exporter in the powersports market.
Dealernews discovered the Denago difference during their debut at the Sand Sports Super Show and were impressed by the vision for the brand expressed by Garibyan and National Sales Manager Johnny Hayes. “Our vision is to go beyond the basics and incorporate innovation, intelligent AI technology, and unique designs — in a premium powersports vehicle without the premium price tag.” The operative term being “premium” David assembled an experienced team of 25 U.S.-based professionals in all areas, including sales, marketing service, parts and administrative support. “The Denago PowerSports team brings well over 100 years of combined experience to the brand,” he adds.
“We also wanted to add an excellent vehicle warranty and responsive customer support for all Denago PowerSports consumers and dealers from coast to coast. At Denago PowerSports, we are passionate about our vehicles, and we want to change the industry to provide durability and
affordability in every product we make. Our American team of riding enthusiasts intends to bring affordable value to customers with experienced manufacturing globally.”
So, David, what is the “Denago Difference?”
The Denago Difference is obviously not just the factory. It’s the people behind the scenes who run this factory, and it is our dealers in the States… it is also our customers and how we listen to them. That is the Denago Difference.
And listen to them indeed. Mr. Tao sat with the dealers, and he had his notepad. He took actual notes from feedback from his dealers. That is unprecedented.
I think one comment that he made, as you obviously heard, which was he said, “hey, I want more feedback. I want to hear what you have to say. And the more feedback you give us, the better we can improve and get to the next level.
That next level is coming soon. Tao is a publicly traded company, indicated by the equivalent of the New York stock exchange bell here at the factory.
Absolutely. We are very proud of that. Our CEO and Mr. Tao worked on getting the company to be traded for many years. They did it, and it was a landmark thing for them and the company. And as you know, in the city we’re currently in (Jin Yang), we are the only publicly traded company in the entire region.
That’s another thing, all sorts of construction is going on. This region is thriving. This is not the third world that everybody imagines China to be.
Definitely. With my years of coming here I can say this region has changed a lot… the country as a whole has changed a lot. Especially in the last five years, when the changes have been incredible for the entire country.
Speaking of big changes we can’t talk about it, we weren’t allowed to take pictures of some of the things we saw in the factory. But there are big things literally on the horizon for Denago.
Definitely!
How soon can we start expecting to see some of the new developments… tariffs notwithstanding?
We expect to start releasing those types of products in Q1 of next year, but Q4, of this year. 2025, we will be releasing pictures, technical details and pricing for those new products that are coming up.
In the meantime you have an equally aggressive growth plan for powersports. In fact, Denago just surpassed the 50 dealer mark, and now you’re going to go for 100 Denago Dealers by the end of the year.
That’s right. So we hit the 50 — that was a huge accomplishment for our sales team. Now we’re at the 100, and our ambitious goal is ark, is going to be the 200 by the end of this year. And I think the most important thing about that is the dealers understand the value proposition in this brand, what we’re doing with this brand and the products that we’re selling.
You have generous margins. You’ve got warehouses full of spare parts. You’ve got parts manuals in English. You have a staff in the US to support them. You’ve got the greatest team of road reps and regional managers that anybody has ever assembled. That is an all-star lineup that you’ve brought together.
I think it’s possible, yeah, it’s aggressive, but it is possible. We’re definitely going to do it, and we have for the way I see this, nothing can stop us at this point.
TRADE BATTLES
China Motorcycle Export Boom!
While the Denago dealers were Shanghaied for a special event, the rest of the domestic market will be focused on CIMAMotor in Chongqing. Set for September 19-22, 2025, the 23rd China International Motorcycle Trade Exhibition (CIMAMotor Show for short) is billed as “your gateway to the China market!”
Is this a case of taking coals to Newcastle or an opportunity to reverse the moto-trade deficit? What we can say is that it is the only national level motorcycle trade show in China, according to event organizer Chongqing Chamber of Commerce and the China Chamber of International Commerce. “It is an important platform for launching new products and technologies, leading the development trends of the motorcycle industry.” Covering 160,000 sq. meters, with more than 860 exhibitors and 3000 vehicles, it is certainly large enough to take note of for the 200,000 attendees!
The theme for 2025 is “Leading the Development of the Industry, Creating a Better Future” and CIMAMotor plans to champion electric, intelligent and connected vehicles. Their goal is to create a “comprehensive industry ecosystem that integrates exhibitions, forums, races, performances and festivals” (read demo rides and races). Beyond the bikes, CIMAMotor enhances the exchange of frontier concepts, aggregation of high-quality resources, trade development, and cultural exchanges.
“CIMAMotor aims to promote the continuous iterative upgrading of the Chinese motorcycle industry and the full realization of innovation capabilities across the entire industrial value chain,” according to the promoters.
In advance of the September event, CIMAMotor shared some facts and figures regarding the export market:
From Jan–Apr 2025, China exported 5.59M units (+41.14% YoY), worth $3.52B (+44.35%), according to the China Chamber of Commerce for Motorcycles (CCCM). Buoyed by emerging in Latin America and Africa, Chinese OEMs anticipate steady growth. Even exports to North America were up 20% yet imports into China were down 7.07%, claimed CCCM.
Top Markets:
Latin America: 2.21M units (+55.31%), $1.32B (+64.27%) Africa: Fastest growth! 1.67M units (+72.58%), $882M (+75.85%)
Imports: down 15.8K units (-7.07%), $90.4M (-29.12%)
Key Insights:
Strong growth in Latin America and Africa: Export value increased by 64.27% and 75.85% respectively, with volume growth of 55.31% and 72.58%. Meanwhile, the Asian market was the only region in the red, showing a 6.55% decline in value and 3.83% decline in volume. Even with the drop in shipments to Asia, China exports still experienced significant overall growth: Total export value grew by 44.35% with volume increasing by 41.14% year-over-year.
Steady growth in Europe: 51.47% increase in export value and 45.87% increase in volume.
North America and Oceania showing healthy growth: Both regions demonstrated over 20% growth in both value and volume metrics.”
More details here: en.cimamotor.com
TARIFFS ANYONE? ANYONE?
Tariff” is just another word for “Taxes” according to Ray Dalio, founder of Bridgewater Associates, author of #1 New York Times bestseller ‘Principles’ and a self-proclaimed “professional mistake maker.” He was among the first to step up as a Devil’s Advocate posting this to X on “Liberation Day” — Tariffs are taxes that raise revenue for the country imposing them that both the foreign producers and the domestic consumers pay (how much paid by each depends on their relative elasticities), which makes them an attractive, tax.
The Motorcycle Industry Council elaborated the powersports industry position in its Symposium in early April (see below). Call it a tariff or a tax, the result was the same as many companies and consumers circled the proverbial wagons and adopted a wait and see attitude. However as our own resident “customer” Eric Anderson confesses in his column this month, from chaos comes orders! He who blinks first will lose to those who keep their eye on the prize!
Back on December 8 CBS Sunday Morning boiled down the basics of tariff being synonymous with taxes and also offered a forecast of how they saw it playing out. “President-elect Donald Trump has promised to impose across-the-board tariffs on imported goods from some allies and adversaries, claiming that foreign nations will pay such taxes to the U.S. Treasury. But it’s American consumers who would actually be opening their wallets to pay for tariffs. Correspondent David Pogue talks with Dartmouth economics professor Doug Irwin about the unintended consequences from such trade barriers.” https://www.youtube.com/watch?v=DQyru0xEBYM
Bloomberg believes that The Trump Administration is betting it is the rest of the world who will blink first and stand down on the tariff demands. However, the Dow and the S&P 500 bounced on April 22 after U.S. Treasury Secretary Scott Bessent, Trump’s primary negotiator on tariff deals, said that he believes the Trump Administration’s ongoing tariff war with China will de-escalate soon because the ongoing rift is not sustainable, according to a rough transcript read-out obtained by Bloomberg.
“The next steps with China are, no one thinks the current status quo is sustainable at 145% and 125%,” Bessent said at JPMorgan’s closed-door investor summit in Washington, DC. “So I would posit that over the very near future, there will be a de-escalation.”
Some analysts were concerned that the U.S. has not started any conversations with anyone in China, so Bessent’s comments could have been premature. However the dealers we joined on a factory tour — and our Chinese hosts – were all convinced the parties would come to the table much sooner than later. As it played out, the dealers were right. Being right didn’t change public perception — or prevent a panic by many in the industry — and the slowdown was already underway:
For the week ending May 3, the number of freight vessels leaving China and headed to the Southern California ports, the main U.S. ports receiving Chinese freight and other Asian trade, was down 29% week-over-week, according to Port Optimizer, a ship tracking system. Year-over-year, the data shows a 44% drop in vessels scheduled to arrive the week of May 4 through May 10. The shipping data is updated daily based on the vessel manifests declaring the port destination. These vessels are either scheduled to leave Asia or are on the water and headed to these ports.
We will see what, if any, changes come about with the 90 suspensions in place.
MIC SYMPOSIUM TALKS TARIFFS
The tariffs have placed the powersports industry in turmoil… but is the sky really falling? Motorcycle Industry Council Senior Vice President of Government Relations Scott Schloegel attempted to set the record straight at the recent MIC Symposium. However many may have missed this landmark session, so the recording of the MIC’s special webinar on tariffs and a growing global trade war is now available for anyone to view. The presentation slide deck is also online. MIC is also calling on industry leaders to write to their Representatives and Senators in Congress. “Tell them how increased taxes and retail prices will affect their livelihoods, and invite lawmakers to their businesses to discuss the impacts of tariffs in-person,” suggests Schloegel.
“Members of Congress, they are the ones who really need to understand what that impact is,” he explains. “Each member of Congress is looking at his or her district, and if a member comes in and says to the President, ‘This is what’s happening in my district, this is not good, this is costing us jobs in my district,’ the President is eventually going to listen to that.”
Note that these tariffs will remain in effect until such a time as President Trump determines that the threat posed by the trade deficit and underlying nonreciprocal treatment is satisfied, resolved, or mitigated. The April 5th EEPA Order also contains modification authority, allowing President Trump to increase the tariff if trading partners retaliate or decrease the tariffs if trading partners take significant steps to remedy non-reciprocal trade agreements and align with the United States on economic and national security matters.
Schloegel was joined during the webinar by Tori Smith, a trade and tax specialist from government and public affairs advocacy firm Forbes Tate Partners. Together, they discussed how tariffs work, what led to today’s standoffs, how the tariffs differ from those during President Trump’s first term, the current state of play and retaliation among nations, and more.
“It’s really a giant game of chicken between the United States and China and someone is going to have to swerve – otherwise there will be a crash and both economies will be worse off,” Smith said. “And right now, it really feels like we’re getting close to that. We’re doing things that are inflicting harm on ourselves. And China, through their retaliation, they’re doing things that are inflicting harm on their own economy as well.”
The full recording is now available to watch here: www.MICSymposium.com
OEM SENTIMENT SURVEY
According to the Motorcycle Industry Council’s RideReport, OEMs remain confident despite the MIC’s first-quarter report showing that sales of new motorcycles and scooters among leading brands have decreased -7.8% in Q1 2025, despite strong sales in certain motorcycle segments and on the four-wheel side. “Overall, we feel the industry is still healthy and strong,” said Bill Savino, MIC Board member and Director, Powersports National Sales at American Honda Motor Co., Inc. “While Honda has seen a small dip in two-wheel sales, especially among smaller bikes, our 50th Anniversary Gold Wing and other larger-displacement models are doing quite well, as are our four-wheel powersports models.”
Derek Brooks, MIC Chairman and Motorcycle Product Line Manager at Yamaha Motor Corporation, U.S.A., shared a similar sentiment. “Although January started a bit slow due to some unusual weather – snow on Florida beaches! – first-quarter retail sales for Yamaha motorcycles were quite good and on pace with our forecast,” he said. “Sportbikes are a segment where we’re seeing an encouraging number of new and younger riders, and it continues to be one of the strongest in the industry. At the same time, the number of competition and off-road bike sales remain higher than the pre-COVID era. This is encouraging because we all saw the big bump during COVID, but the question was, would that added volume be sustainable? It appears it is.”
“There continues to be uncertainty in the market regarding forthcoming tariffs and their impact on powersports OEMs and customers,” added Anthony J. Kestler, Vice President, Sales & Marketing at Kawasaki Motors Corp., U.S.A. “The U.S. motorcycle market is down in the first four months of 2025, but Kawasaki has realized strong retail results in overall motorcycle sales.”
“Ensuring we have the right inventory to the dealers at the right time is key,” Savino said. “Where we are off (on sales), we know why.” With the fast-changing economic news, many in the powersports industry are approaching the sales season with caution.
“We’re monitoring this daily and are making plans to ensure we’re ready to react quickly,” Brooks added. “In the end, we still feel confident that the interest, excitement and family fun around motorcycling has never been higher.” Federal Highway Administration data supports this view. According to 2023 figures, the latest year available, there are 9.5 million registered motorcycles in the United States, a record high.
Continued on page 36
April 21, 2025
Dear President Trump,
On behalf of the Specialty Equipment Market Association (SEMA) and its more than 7,500 members that drive innovation in the specialty automotive aftermarket industry, we write to commend you and your administration for your commitment to restoring the greatness of American manufacturing. We agree with you that U.S. manufacturing is critical to our nation’s economic prosperity and national security.
The specialty automotive aftermarket industry is comprised of manufacturers, distributors, and retailers of specialty parts and accessories for motor vehicles. The industry supports over 1.3 million jobs across the U.S. and contributes nearly $337 billion to the American economy each year through the production, sale, and installation of performance, functional, restoration, and styling-enhancement products for use on passenger cars, trucks, SUVs, and special interest collector vehicles. The specialty automotive aftermarket is a true asset to the nation’s economy and proof of America’s manufacturing superiority and ingenuity, which is led by its small business entrepreneurs.
Your return to the White House has given significant hope to our industry, including the businesses that manufacture products to modify internal combustion engine vehicles, as well as those supporting customers who seek motorized access to federal lands for recreational purposes. SEMA and our members are steadfast in our belief that your Administration will deliver much-needed regulatory relief and support that will allow small businesses to thrive.
Because you’ve shown a commitment to the success of small businesses and our industry, I write to highlight several challenges that the specialty automotive aftermarket industry faces because of tariffs on auto parts, steel/aluminum, and components imported from around the world, including China. It is our hope that you will continue to stand with our industry and businesses nationwide by providing the necessary support they require for continued success. Additionally, our industry needs longterm certainty that the investments our member businesses make to bring manufacturing to America is sustainable in the long term. This can be achieved through positive tax policy and regulatory reform.
Our primary request is that American automotive parts manufacturers, including our members, be provided a transition period to re-shore their manufacturing, as well as some form of economic relief to assist in that transition. That relief could include tariff exemptions for things like molds,
SEMA’S STANCE
The automotive aftermarket’s Specialty Equipment Market Association (SEMA) shares common concerns with its powersports counterparts… and they swing a bigger club than the motorcycle aftermarket! In a letter to the White House SEMA states the trade association supports more than 1.3 million jobs across the U.S. and contributes nearly $337 billion to the American economy each year through the production, sale and installation of performance, functional, restoration and styling-enhancement products… The specialty automotive aftermarket is a true asset to the nation’s economy and proof of America’s manufacturing superiority and ingenuity, which is led by its small business entrepreneurs.
“We know that among a diverse membership, we’re going to see different impacts and a variety of opinions on how tariffs will affect business. One thing we can bring to the table is SEMA’s reputation in Washington, D.C., so that your stories and perspectives are known by President Trump, his administration and by lawmakers in Congress,” says Mike Spagnola, President and CEO of SEMA.
“We shared some of those perspectives in a letter to the White House, and we’ll continue to impress upon the President and his team how important American manufacturing is to our industry, and how we can continue to ensure Made in America is a calling card of the automotive aftermarket.” See the full letter detailing SEMA’s stance here
As we all can see and hear, there are many changes going on with our government and how imported items are being handled. About a month ago, our President announced a 10% Tariff on items coming in from Europe, three days later he announced an additional 25% for a total of 30% tariffs. Four days after that, he put a 90 day hold on the additional 20% and left the 10% intact. With our motorcycles being manufactured in Italy, we obviously have been hit with the 10% tariff on all remaining containers arriving at the USA port.
However, we have elected to keep all of the 2025 model pricing intact with no additional increases. Our 2025 models have been selling extremely well so we decided to absorb the tariff and keep the prices the same.
We do not know what will happen after the 90 days is up however. If the additional 20% is enforced, this will change things for the future as we all know that you cannot “absorb” a 30% hit so we will see what happens for the 2026 model year. We all hope that the tariff will not go above the current 10%.
We have a good stock of 2025 models and the remaining 2025 models should all arrive at our USA warehouse or to dealers by the time the 90-day possible hike happens so it may be a great time to pick up a new Beta.
We will keep everyone posted as this evolves.
Sincerely,
Tim Pilg, Beta USA, Inc.
BETA BEATS TARIFF TROUBLES Hello Everyone,
NPA offers the Nation’s Largest Selection of Quality Pre-Owned Powersports. Buy or Sell through Live Auctions, Simulcast and 24/7 NPA eSale. Find the auction
TARIFFS & MOTORCYCLE PARTS
Global Sourcing Issues
By Lowell Anderson
Uncertainty
The current trade war with China is definitely a scary thing. It seems in the last 5 years the only thing that is consistent is uncertainty. Everything is changing in the world around us and it leaves most of us with an unnerving sense of chaos. We have little control over what is going to happen next, and that feeling can really be disorienting. In any case, life moves on. Most of us just have to get comfortable with focusing on the things around us that we can have influence over. The rest of it is going to change and we just have to accept that.
Expertise
I have been working in the motorcycle industry for over 25 years. For a good portion of that time, I have been involved in sourcing product for many of the private label lines in the industry. I have been involved in creating over 30 brands that many of the motorcycle consumers would be familiar with. Street, cruiser, off road, it doesn’t matter. If it rolls on two wheels I deal with it.
Over the years I have had the pleasure of working with people from all over the world. When I was at KTM I dealt with a lot of people in Europe. Later in my career I started dealing with many manufacturers in China and Taiwan. Different countries have different skill sets. It’s just the way it is. If you are looking for quality, you go to one place. If you are looking for better cost, you go somewhere else. The goal is always to get the right balance of quality and cost so you can make your clients happy.
The Secret
Most of the motorcycle community may be surprised to discover that a large portion of the aftermarket products available are sourced from China. Parts for street bikes,
dirt bikes, and yes, even those parts for American made Harley-Davidson®. I have toured factories and seen many products and components for Harley Davidson® being produced in the same factories that supply many of the private label distributor brands. I have seen those same products state-side marked “Made in the USA”. This is the result of regulations that allow U.S. companies to bend the rules and deceive the customers. Everybody knows it, but still it happens. A lot!
The Why
As a consumer you may not understand why someone like me would produce all of the product overseas. Some people may even have some animosity toward me because of it, so let me give a little explanation. I have tried many times over the years to produce products in the USA vs going to China. It has never worked. Even when I give the American manufacturers every opportunity to succeed, they just cannot get it done. The cost and the service levels are dramatically different in the United States. It’s unfortunate, but it’s reality.
Service
The first issue is service. You would think it would be the cost, but it’s not. The service level from American companies is usually terrible. If you don’t believe me, try to call a U.S. based customer service line sometime. You will have to navigate a labyrinth of computer-generated garbage in the hope of getting a human being on the phone. If you are lucky enough to finally get a human on the phone, they are often foreign, uninformed or completely incompetent. I cannot tell you how many times I have been hung-up on after spending 45 minutes talking to a computer. The U.S. companies almost always do not list phone numbers on their websites, and if they do, there is nobody there to answer the phone. If you try the e-mail, that often leads to an endless pit of NO REPLY. In reality, most of these companies are treating people like they don’t want the business.
This is not the way it is in China. If I send an e-mail at 10 PM in China, I will often get a response within 5 minutes from someone at the factory who is informed and speaks English. Yes, you can get someone from China that speaks better English than the US company you contacted that is outsourcing their calls to call centers in India. They are eager to meet your needs. That’s the reality of it. I have sent e-mails at 2AM and literally had someone on the phone at 2:05 AM. There isn’t one company in the states that I know that is willing to offer that kind of service.
Cost
Many of the factories making these popular motorcycle parts work on really low margins (usually 5-15%). They use cheap labor and have a culture that literally has been formed around product production. They have knowledgeable people in the factories that know how to make good quality products with reasonable cost. Tooling for products is almost ½ of what you would pay in the US, and they will produce your products in ½ the time. If I offer the same product to a U.S. consumer that looks exactly
the same and is 25% of the cost, the U.S. consumer is going to choose that product over the American product almost every single time. That’s just the reality of it. My job is to make products the consumers want and can sell for a profit. As much as I would love to produce these products in the United States, it is simply not possible.
It is important to note here that many of the people in other countries are not much different than you and me. The media paints with broad brush strokes, but most of the people I have met in the world are decent people. They don’t have a say in what is happening with their government, just like we have little control over what is happening with ours. They are just looking for a purpose and want to be happy. That’s pretty much a common theme everywhere.
The Tariffs
The current trade war with China is going to have a major effect on the motorcycle community. Over 70% of these aftermarket products are produced in China and Taiwan. Currently everything is being negotiated, but I can tell you for sure, the prices are going to go up. The U.S. based companies operate on high margins and they are not going to eat those costs. Distributors will raise prices to compensate for increased cost while they scramble to find new sources outside of China. Many of the products in Taiwan use Chinese sourced materials. They will have to adjust in order to stay competitive in the market. Items like batteries have a high risk of significant cost increases.
All those Lithium batteries in your new garden tools are going to skyrocket as China owns 76% of the Lithium battery market. Many lead based and Lithium-based powersports batteries come from China. Other categories like lighting will also have significant price changes. All the wonderful LED lighting is made in China, and finding new sources for items like that is going to be difficult. If you are thinking of modifying your bike, I highly recommend you do it now.
The Future
Nobody knows what the future holds. All of these tariff regulations can literally change in a day. Companies that adjust too quickly could actually really hurt themselves financially. The best course of action is to keep your ear to the ground and your eyes open. Start setting up those potential sources now so you can adjust quickly if needed.
Everything is in flux at the moment, but it will eventually settle down. When it does, the motorcycle industry needs to be ready to adjust. It would be great to see some U.S. companies really establish themselves during this transition, but it remains to be seen who can handle the workload and has the business acuity to execute and succeed.
As for me, I’m going to take my own advice. I will do what I can but I will focus on what I can control. It’s going to be a bumpy ride for sure. Industry veteran Lowell Anderson established Simply Sound Consulting to be just that. Our approach is simple. Real solutions that deliver real results. No smoke and mirrors and no acronyms to make ourselves sound intelligent. We bring experience and practical solutions delivered through clear communication to help you succeed. simplysoundconsulting.com
THE SHIRTS OFF OUR BACKS!
An Unsolicited Hot Take On Tariffs
By Jayson Wickenkamp, Senior Vice President, General Manager
Even after some of the tariffs were suspended for 90 days to sort things out, this is not the end of the discussion. Noting that the uncertainty will not go away any time soon — “think of this as a plateau, not a ceiling” — long-time powersports industry exec (Fox Racing, ScorpionEXO, etc) Jayson Wickenkamp offered an unsolicited hot take on what was happening… and more importantly what will continue to happen as our industry is carried along by enforced evolution. “This isn’t just a “trade” story, it’s a real-time economic shockwave across pricing, strategy, and consumer behavior globally.”
Tariff Impact – The Big Shift
To set the table, let’s start with the global snapshot here’s a visual comparison of average tariff rates by country in 2024:
• The United States has maintained one of the lowest average tariff rates globally (~1.6%).
• Countries like India, Brazil and China impose significantly higher tariffs on imported goods, including those from the U.S.
• Even developed economies like the EU and Japan have slightly higher average tariffs than the U.S., though they are much closer in range.
So what? Trump’s tariff strategy was based on rebalancing perceived trade inequities. But the long-term effectiveness of these retaliatory moves is hard to rationalize — especially when the near-term pain falls squarely on consumers and importers.
Today’s News (April 2): Tariff Shock
Here’s the potential impact of today’s sweeping rate hike:
• The United States is now shown with an estimated effective average tariff of 15%, up from just 1.6%.
• The U.S. bar is now highlighted in red to distinguish the shift in position, showing it as one of the highest average tariff rates among major economies.
• For good measure, here’s a secondary source on impact courtesy Investor’s Business Daily:
So... now what? The retail impact is going to have ripple effects… fast! And the Consumer will feel it first (especially in apparel). Imports are Big Business: Using apparel (my industry) as a benchmark, over 95% of US apparel is imported (it is simply not viable to manufacture apparel domestically and hasn’t been for a long time). Currently ~30% of that comes from China due to its speed, quality and capacity. It’s not just factories — it’s the entire supply ecosystem, from mills to production to logistics.
Tariff Costs Don’t Vanish, They Travel Brands and Vendors are faced with absorbing the increases (hurting margins), passing it to distributors, passing it to customers (risking sales), or rapidly shifting sourcing strategies to lower-cost countries of origin (risking quality and harder than it sounds). A basic generalization:
Tariffs over 10% are hard to absorb. Over 20%? Expect it to hit shelves.
Let’s Do The Math, A Shirt Example:
• In January the cost of a landed shirt in the US being imported from China was $10.
• Initially, Trump imposed a 20% tariff: $10 x 20% = $2.00, the new landed cost is $12.
• As of April’s “Liberation Day” announcement there’s an additional 34% added on: $12 x 34% = $4, the NEW NEW landed cost is now ~$16
Who absorbs that money? For this example, let’s assume the suppliers and brand’s pass it along to the customer, fun. Retail price impact – let’s say the shirt is marked up by both the brand and the retailer by 50% for easy math:
Pre-Tariff: $10 x 2 = $20 (wholesale) x 2 = $40 (retail)
Post-Tariff: $16 x 2 = $32 (wholesale) x 2 = $64 (retail)
That is a 60% price increase, in just a few months! Of course, good brands and retailers will work to not make it so linear, some will absorb costs, cut costs elsewhere, delay price adjustments in hopes of additional changes, or blend pricing across SKU’s. But in aggregate, retail prices are going up.
So, Why Are We Doing This Again?!
Honestly, I have no idea why the administration is doing this — I just wanted to write an article to see if it helped process the situation, and also share some context of what a lot of many businesses are working through in real time. Goldman Sachs indicates Trump is using tariffs for multiple reasons:
• Negotiation leverage
• Push to reshore
• Raising tax revenue
• Geopolitical pressure
Uncertainty will not go away any time soon, “think of this as a plateau, not a ceiling.” For importers and brands a few things are quite clear, here’s what’s coming next:
• Accelerated Supply Chain Evolution: The tariff may serve as a catalyst for U.S. industries to diversify their supply chain more rapidly than previously planned.
• Potential Revival of “Made in America”: Increased interest in bringing manufacturing back to the U.S., though this faces challenges related to cost and infrastructure (highly unlikely move for most apparel companies).
• Planning for Consumer Behavior Shifts: Potential changes in consumer purchasing patterns in response to price increases, possibly leading to decreased demand for certain products.
At the end of the day, we are all in this together. This isn’t just a “trade” story, it’s a real-time economic shockwave across pricing, strategy and consumer behavior globally. Buckle up kids… and remember to hold hands.
PS: If you are curious about tariffs in general, @raydalio has a great post on them here: The Effects of Tariffs: How the Machine Works x.com/RayDalio/status/1907489922359132627
After an extensive career in powersports, Jayson Wickenkamp is Senior Vice President, General Manager for Image Solutions,Inc. providing concierge design, development, procurement, and distribution services to Fortune 500 clients in corporate apparel, uniforms, and promotional products. Our in-house teams build custom solutions for every client’s unique needs, leveraging our proprietary technology platform and service structure. Powersports roles include 9 years as GM North America for Fox Racing, North American Director of Sales & Marketing for ScorpionEXO and an outside rep for OGIO.
Confessions Of A Customer®
By Eric Anderson
TARIFFS WILL NOT INDUCE A STATESIDE MANUFACTURING REBIRTH
— At Least In Powersports
Manufacturing in the United States has seen tremendous growth in the value of products and services originating domestically. As noted in last month’s column, the growth has been in more software and services than repetitive-task manufacturing. Those tasks are either automated or outsourced to other countries with lower labor costs. The high cost of labor in the U.S. poses significant challenges to repetitive manufacturing in large quantities… and tariffs will only make things worse. For instance, while American brands such as Harley-Davidson and Indian can produce motorcycles domestically in smaller numbers at premium prices, it is not economically viable for companies like Honda or Yamaha to follow suit. These manufacturers find it more cost-effective to produce motorcycles in their countries of origin and ship them overseas.
A clear example of this economic reality is the closure of Honda’s Gold Wing plant in Marysville, Ohio, in 2010. The company opted to move production back to Japan, where manufacturing costs are more favorable. Today, assembly in the U.S. is largely limited to specific powersports products such as larger UTVs and marine products with larger fiberglass hulls. Even then, many of the components used in these products, such as engines, are sourced from overseas. Reshoring any OEM or aftermarket manufacturing back to the USA is a monstrous challenge requiring 5 to 10 years of
forward planning — well past the current administration’s term. Will the next administration change it back to a free market strategy? If they do, then the best laid plans now… to “reshore long-term manufacturing” will again become outdated with the next administration. The new term of the month — “uncertainty” is killing all of us long-term planning domestic manufacturers, brand owners and importing businesspeople who understand lead times, sub-material supply, minimum order quantities (MOQ), turnover rates, cash flow, factory communications and trusted relationships along with 1000s of other details.
The Impact of Tariffs on Small Aftermarket Manufacturers
One of the largest concerns for small American-based aftermarket powersports manufacturers is the increased cost of imported machinery and raw materials due to tariffs. This issue is particularly acute in our industry, where aftermarket manufacturers rely heavily on specialized imported components. The global supply chain for motorcycles and related products spans the globe: suspension components often come from Japan, electronics from Germany, brakes from Spain, tires from Asia, and engines from Austria or China. These countries have become specialists in their trades, so how can the USA enter this already well-trained and competitive world market without the decades of experience held by these international manufacturers who have become so successful?
Container shipments into the USA sped up under the threat of tariffs early in the year but are now slowing severely in Spring. This will cause shortages in Fall and Winter.
This level of specialization reflects a hard economic truth: the U.S. cannot excel at producing everything at every price point, every quality level, or every production scale with lightning speed. In a freer market without tariffs, the best products at competitive prices dominate, regardless of their country of origin. Tariffs disrupt this equilibrium by artificially inflating costs, making it still harder for U.S.-based manufacturers to compete. The ripple effects extend to distributors, dealers and consumers, who face higher prices for both their powersports products and their related accessories. American aftermarket manufacturers depend on affordable imported sub-materials and components to produce American-made motorcycle seats, exhaust systems, shock absorbers, air filters, windscreens, batteries, performance clutches, oil, CNC parts, chrome goodies, sprockets, and the myriad collections of brackets, braces, holders and widgets.
Specialization and the Global Market
The global nature of the motorcycle supply chain is driven by the specialization of manufacturers in different regions on the planet. Each factory focuses on what it does best, whether it produces high-quality suspension systems, or engines optimized for performance. Enthusiasts demand the best value, whether that means top-tier quality or the lowest price. By imposing country-specific tariffs across all product categories, the U.S. risks alienating allegiant customers who expect diverse options and competitive pricing.
The unintended consequences of tariffs will hurt the very manufacturers they aim to protect. Secondary and tertiary effects, such as increased production costs and disrupted supply chains, product delays, temporary employee layoffs, can undermine the competitiveness of U.S.-based manufacturers. Most everything in the powersports supply chain was “moderately balanced” save for the OEMs’ hiccups at the beginning of COVID and the over-production immediately following it. As the cost of importing critical components for American-manufactured aftermarket accessories rises, and manufacturers must either absorb these costs or pass them on to consumers, thereby reducing demand. We haven’t felt this yet due to various increases, decreases and “holds” on implementing the tariffs. The Administration’s desire to “flatten the playing field” has its costs particularly when we don’t know how long this “leveling behavior” is going to take. I don’t think they know either, thus the “uncertainty” word emerges again.
Polaris stock is reflecting the effect of tariffs in their stock price because they import a lot of products to build ATVs, UTVs, Indian Motorcycles here in the USA.
The Reality of Overproduction and Consumer Behavior
Another critical factor to consider is the shifting landscape of consumer demand in the powersports industry. We need some serious ridership increases…NOW! Recent years have seen an overproduction of motorcycles, spurred by a temporary spike in demand during the COVID-19 pandemic. This has left manufacturers and their dealers with excess inventory and a declining pool of new buyers as the economy shows signs of possible recession.
The economic uncertainty of 2022 and 2023 further exacerbated the situation, as potential buyers prioritized essential expenses like heating bills or financing vehicles over purchasing luxury items such as motorcycles. This reality underlines the precarious nature of the motorcycle market and the risks of relying on tariffs to drive domestic
manufacturing. Increasing production costs through tariffs could make motorcycles even less accessible to consumers, further dampening demand and hurting the industry.
A Path Forward
Rather than relying on tariffs, the U.S. motorcycle industry should focus on leveraging its strengths. Investments in high-value, niche manufacturing and innovation can create a sustainable competitive edge. For example, HarleyDavidson and Indian have successfully cultivated a market for premium, American-made motorcycles that command higher prices while still having nothing (smaller) to offer priceshopping newcomers to the market. Similarly, encouraging partnerships and collaboration within the global supply chain can help American manufacturers remain competitive while benefiting from international specialization.
March 2025 to April 2025 Comparison of U.S. Import Volumes from Top 10 Countries of Origin. The increase in volume from China, Vietnam, India and Italy likely reflects quick ordering to prompt quick productions before tariffs take effect. May and June will likely show large negative numbers.
The new term of the month— “uncertainty” is killing all of us long-term planning domestic manufacturers, brand owners and importing businesspeople… “ “
Tariffs are unlikely to induce any form of manufacturing rebirth in the U.S. motorcycle industry. The high cost of domestic labor and environmental restrictions plus the strength of the current global supply chain will be too difficult to overcome. Shifting consumer preferences alongside increased prices predicts an economic decline coming soon. Instead, the industry should embrace its connectivity with the global market and re-focus on areas where American innovation and premium level craftsmanship can truly excel.
Dealernews Research
By Lenny Sims
TARIFFS — A MOVING TARGET
As of April 22 J.D. Power completed its newest analysis of the recently imposed tariffs on imported vehicles and parts, but stressed this point before delving into the data and breakdown: “Please note, however, that this issue is extremely fluid, and this analysis could change at any time.” Indeed, multiple court filings saw the situation change several times on May 29th alone!
However at the start of April, J.D. Power president of data and analytics and chief product officer Thomas King, believes that the competitive nature of the market — coupled with tariff asymmetry — will make it challenging for highly tariffed brands to simply pass on those price increases to buyers while still maintaining profitability.
“Asymmetry makes it almost impossible for highly tariffed brands and models to increase prices without large volume declines,” states King. “In order to maintain reasonable volumes, a large portion of tariffs must be absorbed.”
That landscape prompted this question. How will manufacturers, dealers and shoppers respond?
King explained that manufacturers will need to decide whether to keep low-margin, high-tariff models. “This may involve reallocating vehicle supply to less tariff-affected markets and leveraging excess manufacturing capacity in North America to ramp up local production and reduce exposure to tariffs,”
If the current market persists, he adds, “Manufacturers also will need to optimize their parts sourcing strategies, carefully balancing the cost efficiency of global suppliers against the added burden of tariffs.”
To maintain a balance between consumer demand, managing vehicle lineups and existing inventory and supply, J.D. Power anticipates that manufacturers will absorb a great deal of the increased cost created by tariffs. Starting in May or June, J.D. Power said the industry may see the first wave of price increases as new, tariff affected vehicles start arriving at dealers.
“Moving into Q3, there will be emerging clarity around manufacturer responses to tariffs. By Q4, the market is likely to settle into the first phase of a ‘new normal,’ Manufacturers will need to fully assess their respective strategies, and any tariff mitigation measures, such as localized production, revised sourcing and market reallocation, will start to yield results.
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 V
CATCH A THIEF
Under a program originally called “NAVSTAR” (Navigation System with Timing and Ranging), the U.S. Department of Defense launched the first in a series of Global Positioning Satellite tests in 1973. These initial tests would lead to a more robust set of prototype satellites beginning in1978 (named Block 1) for further assessment of the GPS system. Through 1985 a total of 10 block 1 satellites were successfully deployed and have since been retired.
Deployment of the more sophisticated Block 2 satellites was suspended for 32 months following the January 1986 loss of the Challenger space shuttle (it was scheduled to deploy 3 NAVSTAR satellites in 1987). The table below summarizes all 3 GPS satellite Blocks (and sub-Blocks) deployments to date. The nearly 3-year GPS program suspension between 1986-1988 is denoted by the red hashed line. By 1993 the constellation of 24 GPS satellites became functionally complete and by 1995 had reached full operational capacity.
Since the service lifetime of a GPS satellite is typically 7.5 to 15 years, all of Block 1 and some Block 2 satellites have since been retired.
In 2011, the constellation of 24 GPS satellites was expanded to 27 with an additional 4 serving as maintenance reserves. Arranged in 6 approximately circular orbits around the Earth, each orbital plane is inclined by 550 to the equator and from each other. Satellites in each orbit are not equally spaced but staggered to ensure that a minimum of 4 satellites are always visible from nearly any location on Earth. Each satellite orbits at a distance of ~12,500 miles, circling twice a day at a speed of ~7,000 mph relative to Earth. In the animation below, satellite visibility as seen from Golden CO (red lines) are depicted in their respective orbits as the Earth rotates through 24 hrs.
Fun facts: As a consequence of GPS orbital velocities, the effects of Special Relativity kick in and cause the atomic clocks aboard each satellite to slow down (relative to Earth clocks) by about 7 μsec each day due to time dilation. On the flip side, due to the weaker gravitational attraction at this altitude (~1/4 Earth gravity), satellite clocks run faster by about 45 μsec/ day, an effect of General Relativity. The net effect is that satellite clocks run fast relative to Earth clocks by ~38 μsec/day. If these relativistic effects were not corrected for, GPS location accuracy would drift by ~ 6.2 miles/ day vs today’s actual non-drifting accuracy of about 16 feet. Thank you, Albert Einstein, for revealing that the devil really is in the details!
LOST IN SPACE
HONEY, I SHRUNK THE GPS!
Capitalizing on a growing constellation of GPS satellites, in 1989 Magellan released the first consumer-ready handheld GPS receiver, the “Magellan NAV 1000” at an introductory price of ~ $2,900 USD (the equivalent of ~ $7,500 today). Others were quick to follow such as Garmin (1991) and Tom Tom (2002) and GPS navigation began to appear in automobiles throughout the 1990’s from manufacturers including Mazda, Mitsubishi and Toyota. The first map-enabled GPS mobile phone came from Benefon in 2001 and GPS functionality has since become a ubiquitous feature of all cell phones.
Advances in GPS receiver technology and reductions in manufacturing costs have driven prices so low that DIY hobbyists can now purchase GPS modules (commonly used in drones) for about a buck! So, with ultra-affordable GPS receiver technology and GPS satellite signals accessible from anywhere on the planet, is this the ultimate tracking solution?
Keep in mind that GPS satellites are orbiting at an altitude of 12,000+ miles, not an insignificant distance for radio signals to travel (reminder: signal strength decreases as 1/(distance)2). Traveling unimpeded through the vacuum of space, GPS signals first encounter the Ionosphere at a distance of ~30-600 miles above the Earth. Here, solar radiation knocks electrons from atmospheric oxygen and nitrogen molecules creating a region of free electrons, O2+ and N2+ ions which can scatter and refract incoming signals. A little closer to home, in the troposphere (up to ~ 30 miles), turbulent weather conditions, precipitation and cloud cover can take an additional toll for a potential signal loss of ~40% due to atmospheric interference. Once earthbound, signal strength is also impacted by absorption or scattering from physical barriers such as those shown in the graphic above (green bars). Unsurprisingly, the most significant interference comes from buildings either blocking satellite line-of-sight (LOS) or by materially absorbing the signal. The latter
Continued on page 48
is the principal reason for the poor performance of GPS inside of structures. The next significant factor comes from signal reflection from surfaces like the pavement in roads or parking lots, bodies of water, metal surfaces, vehicles and more. Since GPS receivers can’t distinguish between multiple reflected signals, differences in signal travel times result in “ghost” positional errors. Other factors that lead to weakened signal detection are also illustrated in the graphic.
So, under optimal conditions (4+ LOS satellites, clear weather, outdoors, minimal physical obstructions or reflective surfaces), GPS is an incredibly accurate and reliable tool. But most thieves won’t leave your bike out in the open, so how do GPS trackers address marginal conditions?
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
APRIL AWP IN REVIEW
Demand For Pre-Owned Keeps Values Strong
Market momentum remained robust in April, with wholesale price trends outperforming trailing 90day comparables across nearly all major segments. Pre-owned inventory continues to lead the channel narrative, with dealers citing strong gross margins and sustained consumer appetite as driving forces. While new unit volumes remain below 2024 benchmarks, used inventory remains the operational focus for most retail networks. Elevated values in the secondary market persist, though many consumers remain underwater on units purchased during the pandemic-era demand surge. This lingering equity imbalance continues to weigh on trade-in flow, further tightening supply and applying upward pressure on auction lane values.
What’s Hot? Everything
On a year-over-year (YoY) basis, April Average Wholesale Prices (AWP) posted strong gains in several key on-highway categories. Metric Cruisers led with a 12% YoY increase, followed by Metric Sport at 6%, both continuing to command a premium. Domestic Cruisers, despite ongoing problems in new retail, posted a modest 2.7% gain, extending their March strength. Performance across off-highway segments was more varied. ATV Side-by-Sides—by far the largest off-highway category—showed signs of softening in April versus last year. However, near-term indicators suggest broad-based strength, with all major categories posting approximately 5% gains versus the prior 90-day average. Adjacent segments such as RV and Marine also posted positive sequential growth, with ~4% price gains in the same period, consistent with typical seasonal trends.
Making The Most Of May
Looking ahead, the historical price ceiling in May looms, as consumer activity begins to taper into June. However, Retail signals remain mixed. Dealer feedback reflects caution amid persistent challenges: bloated new unit inventories, shrinking profitability windows, elevated financing costs, and geopolitical noise around tariffs remain structural headwinds. We maintain our tactical guidance to prioritize velocity and margin management. Auctions remain hyper-competitive but an essential tool for dealers, offering the most liquid and reliable path to acquire high-margin, quick-turn inventory. The window to optimize Spring’s momentum is closing. Disciplined aged inventory management, opportunistic buying, and real-time market responsiveness will be key to avoiding inventory misalignment as the summer cycle approaches.
www.npauctions.com/cp/npa-market-report
ENCOURAGED TO JOIN ABOUT NPDA
The National Powersports Dealer Association (NPDA) was founded in 2021 and is an association dedicated to direct interaction with our members.
Our Mission Statement is for the NPDA to empower franchised and independent Powersports Dealers through special services, products, programs, education, and advocacy of Dealer views and concerns to create a professional, successful, and profitable industry.
Our Vision is for the NPDA to advance our industry by elevating Dealers to be well prepared, sustainably profitable, and exceed the expectations of a growing Powersports customer base.
CURRENTS+
PIERER PULLS THE PLUG
The PIERER Mobility Group will withdraw from the bicycle business in the 2025 financial year ahead of plan, according to the preliminary audit report filed as part of the restructuring plan. “The stocks of Husqvarna and GASGAS electric bicycles will be sold off. Strategic options are being evaluated for the 70% stake in Felt.”
Specifically in the eBike sector, Pierer brands sold 106,311 electric bikes and MTBs in 2024. This was down a whopping 32% compared to 2023 (total 2023 sales: 155,859). The decline is attributed to the sale of the R Raymon brand…. But one look around EICMA the past couple of years saw a host of expensive eMTBs on the GASGAS, Husqvarna and KTM stands without a whole lot of local interest.
No word from Bajaj on the disposition of eMTBs as of yet.
PEOPLE FOR eBIKES
They say politics make for strange bedfellows, but with the surge in popularity of eBikes the Motorcycle Safety Foundation
has teamed up with their counterparts on the bicycle side — People For Bikes. Both entities believe there is a critical need for education programming to help keep new and inexperienced riders safe. To address this growing demand, MSF and PeopleForBikes collaborated to launch the eBike eCourse.
“The Motorcycle Safety Foundation has been a leader in twowheel safety education for more than 50 years,” explains Christy LaCurelle, President and CEO of the MSF. “Collaborating with PeopleForBikes allows us to extend our expertise to the growing eBike community. While designed with younger riders in mind, the course offers valuable information for people of all ages, and we encourage parents and guardians to take it alongside their children.”
The comprehensive course, accessible at eBikeCourse.com, equips riders with the knowledge and skills necessary to ride eBikes with a safety mindset. It covers essential topics including:
• Rules of the road and general rider etiquette
• Interacting safely with vehicular traffic and pedestrians.
• Strategies to avoid crashes
• Developing skills and confidence to ride an eBike
• Battery charging, maintenance, and secure parking and storage
“Our policy team actively monitors proposed legislation affecting bicycles and eBikes in all 50 states. Communities nationwide are looking for ways to increase safety while simultaneously encouraging active transportation and e-mobility,” adds Jenn Dice, PeopleForBikes’ President and CEO. “We believe a safety education course for new and inexperienced eBike riders plays a powerful role in the solution to increasing safety for both riders and everyone else on the road.”
The interactive course utilizes videos and quizzes to keep participants engaged and reinforces key safety concepts. It also provides guidance on setting up a practice area for new riders to hone essential skills before taking on the road. Upon completion, riders receive a certificate that can be validated by schools, law enforcement, homeowners’ associations, and other organizations for eBike use on campuses or private property.
Learn more and sign up for the eBike eCourse at: eBikeCourse.com
ELECTRIFYING NEWS FROM STARK FUTURE
At a time when LiveWire’s consolidated net loss was $19.3 million for the first quarter 2025 in order to sell 66 units globally, Stark Future recording its highest-ever monthly revenue of €18.3 million while delivering a positive EBITDA of €2.8 million. Positive cash flow from an eMoto company? Stark believes this signifies an even greater moment for the viability and sustainability of the EV market.
“This achievement comes barely two years after Stark Future’s first commercial sales, remarkably faster than incumbent EV leaders, and more resembling the growth rates of some of the world’s most successful technology firms in history,” claims Stark CEO Anton Wass. “We have been steadily approaching this profitability event, driven by the popularity of the off-road VARG MX, but the phenomenal reception of the newly available Stark VARG EX, the company’s groundbreaking street-legal Enduro model, has brought this landmark occasion.”
In a period where the broader EV industry is facing headwinds, Stark Future’s accomplishment represents positive news to markets and consumers alike. Comparatively, Tesla needed nearly 17 years to achieve sustained profitability, all while earning billions of dollars annually selling regulatory credits to other automakers. By contrast, Stark Future’s operations are funded through motorcycle sales alone.
“Through deep technical vertical integration and focus on sourcing, we managed to develop game-changing technology at competitive costs, all while still manufacturing in Europe,” states Wass. “This result validates our disciplined approach and marks an important step toward consistent profitability.” Looking to the future, Stark Future is focused on repeating the success it has found in the motocross and enduro segments, in much larger motorcycle categories.
“We will continue to innovate at the component level and in the greater model range so electric motorcycles in all categories can outperform traditional machines in every way,” adds Paul Soucy, Stark Future CTO. “With a burgeoning global network of dealers at over 400 retail locations, expansions into over 50 countries, and recent developments for security and military applications, Stark Future’s precipitous growth will continue to climb even higher.”
BRP BAGS IF DESIGN AWARD
With more than 11,000 submissions from almost 70 countries, the iF DESIGN AWARD is one of the most prestigious design competitions in the world. Since 1954, the iF label has served as a reliable sign of excellent design for both consumers and the design community. An international jury 130+ independent design experts provide a transparent and fair jury process. This year it was Can-Am Pulse and Origin eNotorcycles.
“We are incredibly honored to receive this recognition from the iF Design Award,” said Denys Lapointe, Chief Design Officer at BRP. “I want to acknowledge the work of the passionate team who designed these motorcycles, reaffirming once again BRP’s commitment to developing products that shift the paradigm. The Can-Am Pulse and Can-Am Origin redefine electric motorcycle riding. They have distinct personalities, but have one major thing in common: they blend iconic style with forward-thinking technology, providing people with unparalleled riding experiences.”
According to the judges, “Technological advances were thoughtfully embedded into the design of the Can-Am motorcycles to enhance the user experience.” To achieve this, the Design & Innovation team worked hand-in-hand with BRP’s engineers, EV experts and riders to optimize vehicle systems and integrate key components into the Can-Am Pulse and CanAm Origin’s compact frames.
LIVEWIRE LOSSES MOUNT
Q1 Financials Short Circuited, Again
“Recognizing the heavyweight 2-wheel EV market remains limited in size for now, we remain focused on what we can control, explains Karim Donnez, CEO, LiveWire. “Expenses are down by over 30% compared to the prior year same quarter with continued efforts to optimize. We opened four new countries in Europe and introduced LiveWire S2 Alpinista globally, as well as the first pedal assist STACYC product for teens and adults looking to join the ride. We also secured our first fleet customers: thank you Police Department of St Cloud, Florida for your trust and business,”
First Quarter Highlights & Financial Results
• Consolidated operating loss decreased by $9.7 million from same quarter 2024 driven by a decrease in consolidated selling, administrative and engineering expense.
• Reduced consolidated selling, administrative and engineering expense by $7.8 million from same quarter 2024 due to initiatives taken in the later half of 2024 to streamline headcount and other costs.
• Reduced net cash used during the quarter by $8.7 million, or 32%, from the same quarter 2024.
• Entered four new markets – Poland, Portugal, Finland and Belgium.
The Company’s consolidated net loss was $19.3 million for the first quarter 2025 as compared to $23.6 million in the same period prior year driven by the segment results noted below, offset by a decrease of $3.9 of non-operating income related to the change in fair value of the outstanding warrants as of March 31, 2025 and a decrease of $1.5 million in interest income as compared to prior year.
LiveWire Group, Inc. is comprised of two business segments:
Electric Motorcycles – focused on the sale of electric motorcycles and related products STACYC – focused on the sale of electric balance bikes for kids, electric bikes, and related products
Electric Motorcycles revenue decreased in the first quarter of 2025 compared to the same quarter in the prior year due to lower unit sales and product mix. Operating loss decreased by $9.6 million primarily driven by a $7.4 million reduction in selling, administrative and engineering expense from cost reduction activities taken in 2024, including decreases in people costs, other spending and the relocation of LiveWire Labs to Milwaukee, Wisconsin compared to the same quarter in the prior year.
BOTTOM LINE
Electric Motorcycles revenue decreased in the first quarter of 2025 compared to the same quarter in the prior year due to lower unit sales and product mix. Operating loss decreased by $9.6 million primarily driven by a $7.4 million reduction in selling, administrative and engineering expense from cost reduction activities taken in 2024, including decreases in people costs, other spending and the relocation of LiveWire Labs to Milwaukee, Wisconsin, compared to the same quarter in the prior year.
Due to ongoing market volatility and evolving macroeconomic conditions, the current level of uncertainty limits our ability to provide updated unit projections with the necessary level of precision and reliability, we have chosen to withdraw our previously issued units guidance at this time. We are, however, now targeting an Operating Loss below $60 million, down from the previously issued guidance of $70-80 million.
STACYC FOLLOWS SUIT
STACYC revenue decreased in the first quarter of 2025 compared to 2024 by $1.4 million, with $0.9 million related to units and product mix and $0.5 million related to parts, accessories and apparel. The revenue reduction was driven by a delay in product availability as a result of supply chain issues, product mix, and decreased sales to the Company’s third-party distributors. Selling, administrative, and engineering expenses decreased by $0.4 million driven by a reduction in advertising and marketing spend.
BIG NEWS FROM STACYC
Hoping to recoup Q1 revenue shortfalls, STACYC launched its first pedal-assist electric bike for adults — the 20hDRIVE. With the addition of this adult focused product, the 20hDRIVE is an exciting expansion for STACYC into new categories and markets, according to projections. With large high-volume tires, two batteries, and a frame offering a more traditional design than the brand’s e-series of competitive balance bikes, the 20hDRIVE makes for a welcoming recreational pastime, where parents and their children ride together across a range of STACYC products.
With STACYC’s removable power-tool style battery connection, replacing and recharging batteries is a quick and hassle-free effort. As families invest in additional STACYC products, the batteries and charging platforms remain consistent, protecting money invested in the hobby.
Features & Specifications
Class 2 E-Bike: Twist throttle and pedal assist up to 20mph Range: 25-35 miles on a full charge
Charge Time: 45 minutes per battery
500W Brushless Hub Motor: Quiet and efficient performance Interchangeable Battery Platform: Powered by two STACYC 36V 6Ah batteries, compatible with all STACYC 36V bikes
Seat Height & Weight: 29.5” and 57lbs
The STACYC 20hDRIVE was available at select STACYC retailers and online at www.stacyc.com for $2,199 as of March 11, 2025.
EARLY BIRD GETS THE WORM!
June 5 Deadline For Early Bird DealerConnect Registration
All current and prospective NPDA Dealer Members are reminded that the June 5 deadline for the Early Bird Registration rates for the DealerConnect conference is just around the corner. The second annual DealerConnect networking event is set for September 21-23 in Columbus, Ohio at the Hilton Downtown. Plan to arrive on Saturday, Sept. 21, since there will be Bonus Sessions offered to early arriving attendees on Saturday. Things officially get started with Breakfast on Sunday, Sept. 21, wrapping up with lunch on Tuesday, Sept. 23.
We value your time! From sharing Dealer-to-Dealer insights to engaging with your current and future Partners, Dealers can expect a wide-range of profit-driving engagements at DealerConnect. With one room set for Education Sessions and another for Networking with exhibitors, the time to interact and learn from fellow NPDA Members just like you is plentiful!
Member Dealers, if you miss the early bird special you can still register for $299 after June 6… but why wait? Prospects bundle your registration with your annual dues for an added discount. Click here to register for just $249: npda.weblinkconnect.com/atlas/events-v4/register/6
KNOWLEDGE IS POWER!
The educational seminar lineup for DealerConnect is coming together nicely as we gather our Dealer and Partner Members for the second annual event. Check out the initial sampling of some of the sessions on tap and CBIZ and DigniFi are already in for Bonus rounds on Saturday afternoon, so make plans to arrive early.
More to be named as the date draws closer, but here is a partial presentations at DealerConnect already includes: The team from Garage Composites
Mark Sheffield, Strategic Advisor at Woods Cycle Country
Jim Woodruff and Mike Murray from National Powersport Auctions
George Gatto and the NPDA Harley-Davidson Council
Chris Yeloushan from Rollick
Bryan Tierney and Danny Orendain from Lightspeed
Sponsor and exhibitors as of June 1: The Stanek-Haack Group at Morgan Stanley, Protective, Brightline Dealer Advisors, American First Finance, Apiar Commercial Risk Management, AppOne, CBIZ, DigniFi, DX1, Electronic Data Payment Systems (EDPS), Lightspeed DMS, Line\5, National Powersport Auctions, Performance Brokerage Services, Rollick, Sheffield Financial, ZiiDMS, 50 State DMV and 700Credit.
SHORT STROKES
• NPDA’s Harley-Davidson Council, helmed by NPDA Co-Founder George Gatto (Three Rivers Harley-Davidson northeast of Pittsburgh), was exceptional in their commitment and communication to the NPDA’s Harley-Davidson Dealer Members prior to the Motor Co.’s May Board Meeting. The work that goes on behind the scenes from our H-D Council Members to represent our Harley-Davidson Dealership Members is incredibly impressive, all while owning and operating their own Dealerships. Just like that of our H-D Dealer Members, their passion for the brand is insurmountable.
• NPDA celebrated its 4th Anniversary on May 24, 2025. There’s no better way to show your support for your Dealer peers who are making things happen on your behalf than to join your fellow Dealers: we are better together! It’s the best $395 you will spend all year, and you know where to find us if it’s not! We will even send consumers your way when you join via our Dealer Member Locator. Get your Dealership signed up today by clicking here
• Kevin Dunn, General Manager at Capital Powersports in Wake Forest, N.C. (Member since 2023), enjoyed a trip to Japan alongside other Dealers in honor of being a top Suzuki Dealer. Dunn and his fellow Dealers spent 10 days touring, including a Suzuki factory tour in Hamamatsu and the Suzuki Plaza Museum next door.
• Wheeler Powersports in Fort Smith, Arkansas (Member since 2021), celebrated their 58th Anniversary Open House last month. Wheeler is the ninth oldest Kawasaki Dealership in the U.S. Kawasaki District Manager Dennis Hawthorne has not been alongside the Wheelers for all of those years, but most of them! He made the presentation to Dealer Principal Tom Wheeler and Tom’s son, Simon (Sales Manager).
• That was indeed Matt Laidlaw of Laidlaw’s Harley-Davidson in Baldwin Park, California, (Member since 2022) gracing the cover of the store’s supremely updated digs on the April 2025 cover of Dealernews
Three generations driven by passion, with a commitment to total professionalism! Since 1958, Laidlaw’s Harley-Davidson’s goal has been to make the sport of motorcycling the best investment you can make of your free time. The mission statement says it all: “We are committed to providing superior products and service while striving to build quality relationships with our customers.” And according to the third generation of Laidlaw’s General Sales Manager Matt, the dealership still holds true to its motto: Satisfaction Guaranteed or Your Old Life Back.
• In case you missed it, the North Carolina Motorcycle Dealer Association’s Annual Meeting in Durham got heaps of coverage in the May 2025 edition of Dealernews. North Carolina Dealers have joined the NPDA in droves, taking the third spot on the podium among all states for NPDA membership. The Tar Heel state trails only Texas and California. Chris and Lisa Brewer from Brewer Cycles in Henderson, N.C. (Member since 2025) always get rave reviews for the Annual Meeting. Chris (President) and Lisa (Executive Director) continue to do great things for Dealers in the state on behalf of the NCMDA.
EDUCATION EXPANSION:
EDGE Gains Traction
The NPDA’s Top 25 EDGE Leaderboard has expanded, with participation from Dealer Members from 16 different states and Puerto Rico. The third live EDGE webinar, held earlier this month, helped our Dealer Members continue to be the best they can be. Webinars are free for NPDA Members. Non-members can attend for $79.99 per webinar.
Sales guru Tom O’Connor from Gold Partner Tom O’Connor Sales Academy provided another gem with his “Used Bike Masterclass.” Tom and fellow trainer Natasha Brooks were so kind as to offer attendees a free month of training at the conclusion of the webinar for NPDA Dealer Members. Thanks to all attendees for your time commitment.
Learn about the following upcoming webinars by clicking the links below:
June 12, 2025 at 2:00 p.m. EST — Stricter Guidelines, Fewer Options: Protecting Your Dealership Now with Zachary Materne from Apiar Commercial Risk Management/Cell Brokerage: npda.weblinkconnect.com/atlas/events-v4/register/1009
June 25, 2025 at 2:00 p.m. EST — Pre-Owned Unit Sales: A Market Update with Tony Altieri from National Powersport Auctions.
��. Arsenal Harley-Davidson – MI (Member since 2022)
4. Champion Harley-Davidson – NM (Member since 2022)
5. SF Moto – CA (Member since 2023)
6. Harley-Davidson of Baltimore – MD (Member since 2021)
7. Ledgewood Powersports – NJ (Member since 2024)
8. Antelope Valley Harley-Davidson – CA (Member since 2023)
9. Schaeffer’s Harley-Davidson – PA (Member since 2021)
10. Sierra Steel Harley-Davidson – CA (Member since 2022)
11. Keystone Harley-Davidson – PA (Member since 2021)
12. Legacy Harley-Davidson – IL (Member since 2022)
13. Toms Snowmobile & Service – CA (Member since 2024)
14. Fred Cummings Motorsports – CA (Member since 2023)
15. Pony Powersports, Westerville – OH (Member since 2024)
16. Texas Motorsports – TX (Member since 2021)
17. Shawnee Motorsports – OK (Member since 2024)
18. Woods Cycle Country – TX (Member since 2021)
19. Tim Surdyke’s Gold Star Harley-Davidson & Outdoors – MO (Member since 2024)
20. Evinmotors – PR (Member since 2022)
21. Team Powersports, Garner – NC (Member since 2022)
22. Plano Kawasaki Suzuki Aprilia – TX (Member since 2022)
23. Coleman Powersports, Falls Church – VA (Member since 2021)
24. Route 1 Motorsports – FL (Member since 2021)
25. Smoky Mountain Harley-Davidson – TN (Member since 2021)
Dave McMahon, an industry member since 2011, has been Executive Director of the NPDA since 2024. Contact him at dave@npda.org
MEETING OF THE MINDS
Trail Partner Hosts Field Trip
By Don Amador
In keeping with its charter, Americans for Responsible Recreational Access (ARRA) has been reaching out to all interested parties. On May 2, ARRA partner Don Amador —National Off-Highway Vehicle Conservation Council CA State Representative, and Western States Representative for the Motorcycle Industry Council (MIC) — hosted a Sideby-Side field trip. Joining in the fact finding expedition were the Mendocino National Forest supervisor, Grindstone Ranger District recreation lead, and the Region 5 North Zone Partnership coordinator to review various travel management prescriptions being used at the Stonyford OHV Area in Northern California.
On-trail discussions focused on the many post-wildfire recovery and restoration projects of recreation facilities on that unit. Other topics included the critical role that FS roads have in providing connectivity for both recreation opportunities and pre-/post-fire related fuel projects, ingress/egress for public and firefighter safety, and recovery efforts.
Credit should be given to the recreation management team for the hard work they put in to keep that unit open for public recreational activities, given the many
ongoing challenges they face, and should also highlight the vital role that volunteer partner groups and clubs have in supporting post-winter storm or wildfire recovery projects. Don has been a long-time volunteer partner with the Mendocino National Forest and appreciated sharing the history of how the Forest has been one of the agency’s pioneers in implementing modern managed recreation tenets over the last 40 years.
The field trip concluded with discussions about the function of rolling dips and sediment catch basins, trail maintenance, equipment and training, signing, resource and cultural protection techniques, route delineators and repairing washed-out roads.
This spirit of interaction and cooperation was endorsed by ARRA, which was formed to ensure that Americans are not arbitrarily denied the right to responsibly experience and enjoy the public lands that belong to the citizens of the United States. The members of ARRA, which include horseback riders, personal watercraft users, off-highway vehicle and snowmobile riders, and vacationing families, have joined together to provide input on decisions regarding land use designation, recreation opportunities, and preservation. Its members seek responsible consideration of competing activities, which are based on sound environmental principles.
Learn more about ARRA here: arra-access.com/about-us
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.
FS Recreation Specialist, Les Hill and QWR’s Don Amador Getting Ready for Start of Field Trip at FS Work Station Grindstone Ranger District - Mendocino NF
TRAILBLAZERS COMMEMORATES
THE CLASS OF 2025
80th Annual Banquet Was A Blast!
The TrailBlazers have been meeting annually since 1940 (back when it was known as the “Old Timers”), however this year’s event was even more special than usual… at least to those of us at Dealernews and the Class of 2025 inductees, that is. Our former publisher and current president of the TrailBlazers was honored with the club’s highest honor, the Dick Hammer Award (see sidebar), but it was a toss-up between Speedway legend Fast Eddie Castro and the Flander’s Lifetime Achievement honoree Howie Zechner who was more stoked to be at the Carson Center in March for the annual Hall Of Fame banquet.
Originally founded in 1936 by A.F. Van Order, TrailBlazers continues to bring together the industry’s pioneers to this day. After barnstorming tracks around the country with the famed Harley-Davidson “Wrecking Crew” in the 1920’s, he began telling the story of racing in a series of articles for Motorcyclist Magazine. Van Order was not only an active participant in the Golden Age of American motorcycle racing, but he later became the first great champion of our history, spending the last half of his life dedicated to preserving and documenting those early days of this great culture.
For those who couldn’t make it to the 80th Banquet (seating was limited to the first 800 folks and it sold out in minutes) or the Live Stream from the Carson Center, film historian Todd Huffman collection of tributes to the Class of 2025 has been collated here.
The Legend Of The TrailBlazers
One of America’s longest running motorcycle events, the first Trailblazers banquet was held in Los Angeles in 1940 and except for a few interruptions along the way due to World War II; the passing of a club president in the 1970s; and recent COVID pandemic, has continued annually. The early Trailblazers banquets were originally only social functions, but an awards program was later added to recognize the achievements of selected members during their active years in motorcycle racing, industry or otherwise in the sport. The TrailBlazers Motorcycle Club has operated as a 501(c)(3) non-profit organization since 2021.
In addition to the banquet, the Bike Show presented by Tom White’s Early Years of Motocross Museum is always a huge draw. The threat of rain didn’t dampen the spirit of the pioneers and some exceptional rarely seen bikes braved the elements.
Following the Bike Show, plenty of bench racing and the banquet came the star-studded main event: the TrailBlazers Hall of Fame Class of 2025 inductions... plus two special awards.
Trailblazers Class Of 2025
• Steve Baker: 1977 Daytona 200 winner and 1977 Formula 750 world roadracing champion.
• Eddie Castro: Veteran of the Speedway world who has been entertaining race fans for over 45 years.
• Tony Dodge: Second-generation race team owner. In 2013, Dodge Brothers Racing won the AMA Grand National Championship with rider Brad Baker.
• John & Rita Gregory: Founders of the world-famous JT Racing motocross and off-road apparel company.
• Bruce McDougal: One of the winningest motocross riders in Southern California in the late-1960s and into t he ‘70s.
• Roy Turner: Former factory motocross race mechanic, team manager, product designer and patent holder.
Two special annual awards were also presented:
• Howie Zechner will be this year’s recipient of the Earl & Lucile Flanders Lifetime Achievement Award.
• Don Emde, 1972 Daytona 200 winner and current Trailblazers President, will receive the Dick Hammer Award.
HAMMER TIME!
The Dick Hammer Award is the highest honor the TrailBlazers can bestow and it goes to the person who exemplifies Hammer’s hard-charging, never say die approach to racing and life off the track. As a racer, Hammer was fast and was soon winning on Half-Miles and TTs. In 1961, Dick’s first year as a Pro Expert, he was ranked fifth in the nation in TT and road race events. The following season, he hit the National circuit and won the Peoria TT National. He finished seventh in the 1962 National point standings.
Hammer always gave every race his all. He won a lot of big races, and led more, sometimes breaking or crashing in pursuit of victory. He raced with broken bones and concussions, and he never gave up.
Dick Hammer’s grit and determination was shown in the 1967 Daytona 200. Hammer matched eventual winner Gary Nixon stride-for-stride for the first 100 miles of the race. In the pits, a mechanic handed Dick a rag to wipe his face shield. Dick sat on the rag, figuring he would clean the shield after he got back on the track. However, the rag was sucked into one of the bike’s Amal carburetor throats. With the reduced horsepower Dick had to ride harder to catch Nixon. A few laps later, the hard charging Hammer got into turn one too fast and fell at over 100 miles per hour. The crash broke Hammer’s collarbone. Ignoring the pain, Dick got up and bump started his bike. He then raced nearly 100 miles to the finish and ended up seventh. Only then, did he go for medical attention for his broken collarbone.
In 1988 Dick was diagnosed with cancer. Not one to give up, he attacked the cancer like he had so many races. He fought, had chemo and surgeries, and won remission several times. Then a new cancer would spring up and Dick would start the battle again. Dick Hammer out-raced cancer for nearly 14 years.
In 2000, Skip Van Leeuwen, Tom Cates and Jim Feuling came up with the idea of honoring motorcycle racing legend Dick Hammer. A special perpetual trophy was created and Dick Hammer was the first recipient. Throughout his life, Hammer had demonstrated a rare level of “Drive, Determination and Desire” in everything he pursued.
DIRTBAG HAS EYES ON THE PRIZE
Line Locked & Loaded
Well will you look at that… Seems like Dirtbag Brands became a mirror company when I wasn’t looking,” quips company founder Josh Salazar. After attempting to make a name for niche UTV products like its popular Pro Fit fire extinguisher, whip and Rotopax mounts, his look into the mirror market is what will see Dirtbags through the tariff turmoil this spring.
Although Josh plays it off as an oversight, the success in the UTV mirror market is a prize he has had his eye on for quite some time. The targeted IronSight logo and brand ethos were strategically targeted for a push into mirrors well before the Sand Sports Super Show last fall and AIMExpo in February… and the IronSight line was fired down range with a full complement of applications for almost all UTVs on the market.
“We engineer premium UTV accessories designed to fit a wider range of side-by-side vehicles than any other manufacturer, particularly excelling in billet mirror offerings,” said Salazar in Las Vegas. “Our commitment to precision engineering and innovative designs has established us as a leading name in the UTV mirror market.”
But one target his spotter’s scope missed was the Polaris Xpedition… until now. “We’re excited to announce that our Mirror-03, previously designed for Can-Am Defender door mount applications, now fits the Polaris Xpedition A-Pillar mount—a timely upgrade as Polaris OEM mirrors remain on backorder,” he astutely notes.
This updated fitment gives your customers a premium option that checks all the boxes:
• 6061 Billet Aluminum construction
• 360° Rotation for total adjustability
• Built-in pod light mounting
• Easy installation with included hardware and instructions
And because Josh spent his early career as a road warrior calling on dealers, DMS integration was top of mind (BTW Dirtbag believes dealer-direct is the best way to bring this product to market). “Lightspeed price files have been updated with new product descriptions, and if you carry our files, the changes should already be reflected in your system. If you do not currently pull our price files, contact us directly and we’ll get you squared away.”
The website has a dealer locator and Josh was the first aftermarket hardparts brand to join with the Powersports Rep Association: powersportsrepassociation.org
This is a great time to position the Mirror-03 as a high quality alternative — ready to ship now, built to last, and priced for solid margins. “At Dirtbag Brands, we’re committed to pushing the limits of off-road innovation and supporting our dealers with premium, adaptable solutions,” concludes Salazar.
For questions, inventory requests, or media assets, reach out to your Dirtbag Brands rep or contact us at info@dirtbagbrands.com or click here to become a dealer: dirtbagbrands.com/become-a-dealer-1
BRAKE FREE, BE SEEN!
The merry month of May may have been Motorcycle Safety Awareness Month…but Brake Free is the everyday solution to making motorcyclists more visible. “As a team of motorcycle riders ourselves, we saw the need for a product that truly makes a difference on the road,” explains co-founder Alex Arkhangelskiy. “We created Brake Free to be the ultimate helmet-mounted LED brake light designed to drastically improve rider safety and visibility.” Check out their dealer program and help everyone #seemotorycles www.brakefreetech.com/pages/partner-withbrake-free
BRIDGESTONE ROLLS OUT SPIFFY NEW PROGRAM
Bridgestone has rolled out a new dealer SPIFF (sales performance incentive funds) program through its recently enhanced training platform. The formula is simple: 1) Complete training 2) Sell tires 3) Earn rewards! The Bridgestone Moto University & Rewards, powered by Brandecation is designed to support dealers with tools that make a difference on the sales floor by combining online product training with real earning opportunities. Current users can log in and activate rewards today. New dealers can get started at: bridgestone.brandecation.com
NICE JUGS
BikeMaster is expanding its Utility Jug line with new 2.5-gallon and 1.25-gallon sizes. These jugs are designed with convenience and safety in mind. Their square shape allows for a flush fit against flat surfaces, minimizing the risk of rolling and spills in a service vehicle or race van. Constructed from durable high-density polyethylene (HDPE), the jugs offer toughness, strength, stiffness and resistance to chemicals. The natural color of the jugs ensures optimal visibility of the contents inside. A key feature of the BikeMaster Utility Jugs is the new 3/4-inch flexible clear hose with an automatic shut-off feature. This innovative design prevents over pouring and allows for quicker pouring, as the fluid flow automatically stops when it reaches the end of the hose. BikeMaster Utility Jugs are made in the USA.
S&S GOES OLD SCHOOL!
THAT’S A LOCK!
ProTaper came to grips with the fact that the competition has been offering lock-on grips for the past couple seasons, so at AIMExpo they launched the new Pro Series Clamp-On Grips. “We’re really happy to introduce this innovative new grip system to our customers,” said Paul O’Brien, Brand Manager for ProTaper. “Our Pro Series Clamp-On Grips offer the perfect balance of performance and comfort. ProTaper was the innovator behind the original pillow-top grip, now we’re offering the clamp-on line.” The new grips are available in Full Diamond, Pillow Top and Half Waffle styles. The Pro Series Clamp-On Grips are compatible with all ProTaper handlebars and feature a durable polypropylene core and a Torx drive for a more secure grip.
Analog is the way to go… and nothing replaces an old school paper catalog at the parts counter according to S&S VP of Marketing Howard Kelly. “Digital is nice, but sometimes you want the real thing. So many times at events, shop open houses, and even gas stops on rides, we have been asked to release a paper catalog again — the last one came out in 2015! “S&S listened to the voice of the customer and brought back a limited run of old fashioned paper catalogs. We have 1,000 of our 2025 Dealer Catalogs available on our website.” But act fast since your customers can score them too, he cautions. Packed with more than 550 pages of Proven Performance parts, these massive tomes can be ensconced at your parts counter for only $21.95 + shipping. Click here to order your analog catalog: www.sscycle.com/products/ ss-cycle-dealer-catalog-67-2025
SMK HEADS TO US DEALERS
“I’ll tell you a funny story,” confides Shilpa Arora, President of Bikerz US Inc. Bikerz is the exclusive distributor for India’s largest helmet brand — SMK. “The SMK name actually comes from the initials of the founders. So “K” is the last name, which stands for Khurana. “S” is my brother Sidarth’s first initial, and “M” is my dad Madhu’s first initial. So that’s how the name SMK came around. There’s always a lot of discussion and dialog in the house about why my name is not listed… I like to say the first initial is mine, but that’s another story.” Now Shilpa is looking to pay it forward to U.S. dealers by offering safety, solid margins and plenty of innovation to U.S. Dealers! See the whole story here: www.youtube.com/watch?v=sUVKmkHZSik
Godspeed to one of the best guys in the industry!
VALE JUMPIN’ JOHN LEALE
By JH Leale
For those of you who haven’t heard, my Dad passed away early December. It has been a rough and sad couple of months as we have been going through the process of grieving and adapting to the void that has been left with his passing. My Dad was a fantastic person and amazing father to my brother and I and husband to our mom for 55 years and Grandpa to his 5 grandkids. I am selfish in wishing he could have spent more time here with us and with my kids but I know he lived the life he wanted to live, doing it his way. Not a surprise a Marine from Brooklyn would be stubborn in that way.
As we have been cleaning out the house and going through all the boxes of memories it is truly amazing to reflect on the life my dad lived. Without question he got every bit out of it he could each and every year, although it was only 76 years, the amount of things he did seemed like much more than that.
To everyone who has reached out to share a memory or call with condolences in support for my brother and mom we appreciate each and every one of you. For those who are just hearing this for the first time feel free to leave a memory, share a photo or give us a call. My mom just had knee replacement surgery a few weeks ago so she would surely appreciate a call or text while she is in the tough part of her rehab. I also want to say a special thank you to Betsy Gustafson for making the trip to Florida to help my brother and I get their house sorted out so we could get my mom up here with me for her surgery.
We had a Celebration of Life on May 3rd at the Lutheran Church in Effort, PA. Below is the obituary that we will soon be sharing with the local papers:
John Harold Leale Sr., 76, passed away with his family by his bedside on Dec 4, 2024 in Davenport, Florida. Son of Harold N. Leale and Janet M. Leale (Kramer) He was born
November 24, 1948 in Brooklyn, NY. John graduated from Sparta High School, NJ in 1966 and proudly joined the Marine Corps the same year. He was a lifelong motorcycle industry veteran.
He began his career as a professional flat track racer who held a national number for 3 years before switching to Speedway in 1972. He then moved into the business side of the industry by opening a Bultaco and Montesa dealership in Washington, NJ, followed by a Yamaha franchise in Great Meadows, NJ. John was recruited to Join the SureFire Distributing team shortly after which was the start to a 40+ year career working for various leading companies in the motorcycle industry including Carlisle Tire, Torco Oils, Bombardier, Arctic Cat, Kenda and Vee Rubber.
His passion for motorcycles and the industry saw him help start the High Rock and Ridge Riders motorcycle clubs. Post-racing career he worked on multiple projects helping to promote speedway racing on the East Coast. If there was a need to help fix or grow something in the industry John was there to help and lead the way.
John’s other passion was sports and coaching. After moving to Pennsylvania in 1986 John and a close group of friends realized the need for a youth sports program for his son to play in so they formed the Youth Association of Pocono Mountain and started the Football and Cheerleading teams for youth sports in that area. He coached his son’s little league baseball, football and wrestling teams. After his sons moved on to college he received his refereeing certificate and began a 25 year career as an official on the football fields and wrestling mats in Pennsylvania and Virginia.
Once retired John and Betsey enjoyed camping up and down the east coast and served as camp hosts at several campgrounds along the way before settling down in central Florida.
His biggest passion though was his family. He is survived by his wife of 55 years Elizabeth (Betsey) and their 2 sons, John Harold Jr (J.H.) and his wife Jennifer, their son John and daughter Sydney; Daniel Stuart (Dan) and his wife Betsy, their Children Daniel, Riley and Gable; And his sister Karen Knight. John was a deeply beloved father, uncle, brother, coworker and friend. His passing was sudden and unexpected but quick, just like he always hoped it would be.
While we lost our most beloved dad, many others have lost a friend and loved one in him. He has been a rock to many, a master at his witty humor, and even a glorious pain in the neck, to what I’m sure is a small select few (because no matter what happened between you in your lives, once you were marked as important to him, he’d be there if you needed him). There was so much more to him than just dad, though to us that was his greatest role — he was also a friend, a coworker and colleague, brother, a racer, a coach, a stand-in paternal figure to many… and the list goes on and on.
John also had a profound love for animals and had rescued many over the years. In Lieu of flowers a contribution can be made to The Animal Shelter Foundation of Tallahassee, FL or The Louisa County Animal Shelter in Virginia or a local shelter in your area.
SHOW UP FOR SUCCESS!
By Brandon Prokupek
Ihave by no means reached the level of success that I believe I can achieve, but here are a few things along my journey I have learned that it takes to be successful.
#1 - You got to show up. What I mean is that you have to show up to your place of work or business every day. Not only physically but also mentally, you got to give it 100% or whatever you have to offer that day. Have you ever known someone who gets lucky a lot? It’s because they showed up. You can’t get lucky if you don’t show up.
#2 - Tke action. It’s not enough to merely show up. Showing up is step one. Step two is taking action. Taking action proves to the world that you’re willing to do whatever it takes to get what you deserve.
#3 - You’ve got to have a great attitude. Your reality is what you think it is. If you have a great attitude and believe you deserve better you will have It. Your attitude affects everything and everyone around you.
#4 - You got to help people. There’s an old saying that says, “If you help enough people get what they want you will inadvertently get what you want”. It’s not enough to just do what’s best for you. You have to do what’s best for others and what’s best for others is for you to help them achieve what’s truly important to them.
#5 - Stay consistent. Success doesn’t come to those who try real hard one day and then do a half ass job the next. Consistency is the key to success in any area of your life whether that be your finances, your relationships, your health or your business.
#6 - Success isn’t just measured by how much money or wealth you have. I deem myself more successful in my relationships, my health and my marriage more than I do my finances. At the end of the day, your money isn’t what makes you successful. It’s the impact you have on those around you and living a healthy life that’s full of meaningful connections and experiences.
Bottom Line:
True success is measured not by the size of your bank account, but by the quality of your relationships, the joy you bring to others, and the fulfillment you find in your daily pursuits.
Powersports dealership owner at Powermaxx and Great Western Outdoor in NC. We are currently building a dealership group by buying additional locations and branding them under the Powermaxx name. Owner at Motorsports Marketing Group. We are a powersports specific digital marketing company. We have created an approach that helps dealers integrate their online marketing strategy with their dealership to convert marketing dollars into profit. Powersports enthusiast. I’ve always been a rider, first dirtbikes now UTVs and watercraft. I’ve been in the Powersports industry for 15+ years. I worked my way through every department in the dealership for the first 8 years. I was promoted to General Manager in 2017. During my time as GM we grew the store from 7M in revenue to 23M+ (2021). Since then we have bought two additional dealerships and plan to expand into a multi-roof top organization.
