• Wholesale and retail financing options
• 6-month parts AND labor warranty
• Amazing dealer margins
• Protected selling areas
• Robust parts support
• MAP enforcement
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
David Gatti Ignition XD
Jim Woodruff National Powersport Auctions
Lenny Sims NADA Appraisal Guides
Michael Maledon Elway Powersports Group
Scot Harden AMA Hall Of Fame/Harden Offroad
Alex Baylon Motorcycle Industry Jobs
Hector Cademartori Illustrations
William Douglas Little Two Old Guys Racing
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
Blake Foulds Account Executive (760) 715-3045 blakefoulds@dealernews.com
Brenda Stiehl Production Manager brendastiehl@dealernews.com
John Murphy Publishing Consultant johnmurphydn@gmail.com
Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com © Copyright 2026
By Bob Althoff
Most of you need no introduction to SEMA (Specialty Equipment Market Association). Think “automotive” and “aftermarket” — what began in the basement of Dodger Stadium at the same time Motorcycle Dealer News was being launched in 1965 has become one of the biggest events in Las Vegas (just behind Consumer Electronics Show) in term of exhibitors and trade attendees.
Over their 60+ year history, the automotive aftermarket has managed to put on a prodigious show — 160,000+ attendees with 2,000+ exhibitors annually fill the Las Vegas Convention Center (LVCC). This puts the SEMA Show on par with the world’s biggest motorcycle trade fair, EICMA in Milan which had over 730 exhibitors representing more than 2,000 brands from 50 countries in 2025.
Recently, LVCC expanded into the new West Hall giving rise to the possibility of a dedicated powersports pavilion. SEMA studied their membership. It should be no surprise that the
majority of their members had garages filled with motorcycles, SxSs, snowmobiles, personal watercraft, etc. However they were surprised by the fact that 700+ attendees self-identified as motorcycle dealers! Given this epiphany, it is only logical that SEMA would invite the entire powersports community to come join them in that new West Hall in Las Vegas this coming November.
Robin and I spent three days last week at their SEMA Show Exhibitor Summit. It was a master class on how new SEMA exhibitors could see immediate ROI from their presence in the new SEMA Powersports Pavilion. We joined in breakout sessions, met SEMA executives; toured the new facilities… and came away thoroughly impressed! We are very much looking forward to participating in this inaugural powersports year at SEMA.
First, a little history. I have been attending our industries premiere trade show — Dealer Expo which ultimately morphed into AIMExpo — for decades. And Dealernews has even deeper roots... The first Dealer Expo was staged by Dealernews founder Larry Hester in the brand new Anaheim Convention Center back in 1966. The original Anaheim #1 before there was Supercross or SEMA.
Here’s why — SEMA has extended a handshake to POWERSPORTS. They are about to share their very big spotlight and let it shine on our Industry. For that, we should be very appreciative. Time for the next generation of industry leaders, innovators and legends to launch the next 60 years of our mutual industries.
Powersports is — and should rightfully so — going to be under a big tent. The question is not why? Rather it is why not go all-in for a dedicated pavilion at the SEMA Show?
All things considered, a show (SEMA) in November and another in the spring (AIME), in March sounds good to me!
See you at SEMA in November and then on to Orlando in March of 2027!
Bob
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By Robin Hartfiel
The SEMA Show is kind of a big deal! Arguably the largest trade show in Las Vegas it has grown since the first event was held in the basement of Dodger stadium in January of 1967 with 3,000 hot rod industry insiders in attendance. By way of comparison, the 2026 SEMA Show is projected to have 160,000+ attendees, 2,200+ exhibitors, and over 2 million square feet of space, including outside exhibits and the totally revamped West Hall where the new Powersports Pavilion will debut in November.
I think the statute of limitations has finally expired so I can confess to possibly sneaking into SEMA back in the day, however my first “official” trip to the big dance was when I was still a car guy and the newly minted editor of VW Trends circa 1984. At that time McMullen Publishing had a dozen different automotive titles… and zero T&E budget for staff, so the editors and ad guys would borrow a station wagon from Ford (Bill Stroppe handled the press fleet and the race team) and road trip to Las Vegas.
It was life changing! Nothing in business can replace the tradeshow experience… but I didn’t know it at the time.
We met at the office at 4 a.m. and piled into the family truckster to get to “Lost Wages” in time for the show to begin. Not exactly Hunter S. Thompson’s journey through “bat country,” but there was plenty of fear and even more loathing between Truckin’ and Trends staffers. A pit stop at Baker meant blowing through our $5 per diem in one fell swoop at the Bun Boy and with a glance at the World’s Tallest Thermometer fading in the rear view mirror, the fun began!
It was like deja vu all over again walking through the Las Vegas Convention Center for the SEMA Exhibitor Summit “covered” in this issue. Intended to give first-time exhibitors a head
start on a successful show, it was a far cry from my first trips to Las Vegas. In his break out session, VP and showrunner Andy Thompkins asked for a show of hands from anyone who had ever been to Las Vegas — a couple guys had been to Sin City for a bachelor party in college — but there were a couple folks who had never even been to Las Vegas, let alone work the automotive world’s largest trade show!
Certainly for the first-timers from the powersports world, there is no bigger growth opportunity than tapping into the adjacent automotive business. It is not as big a stretch as most motorcycle dealers think. SEMA’s membership is already a powerhouse in the powersports sector. According to SEMA Research, 60% of specialty-equipment manufacturers already produce products for at least one type of powersports or recreational vehicle, while 47% of retailers and installers sell to these segments.
“This Summit is about more than just a single event; it’s about your business and our mission to support you every step of the way,” says SEMA CEO (and UTV racer) Mike Spagnola. “SEMA’s commitment to our members extends far beyond the halls of the Las Vegas Convention Center — SEMA operates as an association dedicated to your growth. We take the resources generated by our events and pour them back into the industry to protect and advocate for your rights.”
My friend Mike Ausec, who had been Sales Director for the International Motorcycle Shows back in the IMS hay days, has been brought on board to facilitate powersports people bridging the gap. He says the growth opportunities for powersports dealers are significant. “It’s like-minded people that are either connected or one degree away from potentially getting on two wheels or four wheels.”
“The opportunity is bigger to scale, but it’s a similar opportunity from the dealer standpoint because they’re the ones that benefit from us opening eyes and creating excitement around powersports,” adds Ausec, noting it goes well beyond the show itself. “Beyond the show floor, SEMA offers members tools to modernize their businesses, including data resources, technical services, and a powerful unified voice to protect the industry’s future.”
Even Boss Man Bob Althoff was impressed by the opportunity being presented to powersports. “If you are not busy growing, you are dying,” is Althoff’s admonition to any business, particularly powersports. Certainly growth will cure many of the industry’s current problems, so let’s go to SEMA and live it up in November. Dealernews is all-in for Las Vegas.
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.
AN OPEN LETTER TO THE INDUSTRY
Harley-Davidson:
More Than a Motorcycle, An American Institution
In an era where brands come and go, few American companies can claim what Harley-Davidson can. Since 1903, Harley-Davidson has remained continuously in operation, building motorcycles and shaping a culture that has become uniquely American. Through world wars, economic downturns, changing consumer preferences, and increasing global competition, Harley-Davidson has endured without interruption for more than 120 years.
That continuity matters.
Many motorcycle manufacturers have experienced closures, bankruptcies, ownership changes, and periods where production ceased entirely. Harley-Davidson’s story is different. For over a century, the company has maintained its identity as an American motorcycle manufacturer, producing motorcycles that have become symbols of freedom, independence, and the open road.
But Harley-Davidson’s greatest achievement isn’t simply surviving. It is the culture the company helped create.
Unlike many brands that appeal to a narrow demographic, Harley-Davidson attracts riders from every walk of life. The Harley community includes blue-collar workers, business owners, doctors, lawyers, military veterans, first responders, factory workers, and retirees. It is one of the few communities where a person’s profession, income, political beliefs, or background matter far less than a shared passion for riding.
At its core, Harley-Davidson has always represented inclusiveness within the riding community. Whether someone rides every day of the year or only on weekends, whether they own their first motorcycle or have spent decades in the saddle, there is a place for them within the Harley family.
That sense of belonging cannot be manufactured through marketing campaigns alone. It has been built over generations through dealerships, riding groups, charity events, rallies, and countless miles traveled together. HarleyDavidson riders don’t simply purchase a motorcycle; they join a community that spans states, generations, and social boundaries.
The company’s longevity is also rooted in a commitment to building motorcycles that riders connect with emotionally. Harley-Davidson motorcycles have never been just transportation. They represent craftsmanship, heritage, and a uniquely American approach to motorcycling. The sound, the styling, and the riding experience have become recognizable around the world.
For more than a century, Harley-Davidson has stood as a symbol of American manufacturing and American culture. Its success has never been measured solely by units sold or market share, but by the loyalty of riders who continue to choose the brand generation after generation.
The Harley-Davidson story is not merely about motorcycles. It is about continuity, community, and culture. It is about a company that has remained true to its roots while welcoming new generations of riders into the fold.
For 123 years and counting, Harley-Davidson has been more than a motorcycle manufacturer. It has been an American institution built on the simple idea that the road is better when it is shared with others.
Jay Goodart, Dealer Principal
Lawless Harley-Davidson
2100 E Outer RD
Scott City MO 63780
The members of the National Powersports Dealer Association’s Harley-Davidson Council represent Harley-Davidson Dealers across the United States who are committed to serving riders, supporting our local communities, and strengthening the future of the Harley-Davidson brand.
In recent weeks, there has been renewed public discussion surrounding Harley-Davidson and its leadership. While outside voices may choose to focus on past affiliations, speculation, or commentary, the dealers we represent are focused on what matters most: The future of the Harley-Davidson brand, the success of our dealerships, and the satisfaction of our customers.
Based on our direct interactions and experiences, the NPDA Harley-Davidson Council supports the leadership of Harley-Davidson President and CEO Artie Starrs. Since assuming leadership of Harley-Davidson, Mr. Starrs has demonstrated a clear commitment to strengthening relationships with dealers, improving communication, listening to Dealer concerns, and aligning the interests of the Harley-Davidson Motor Company with the long-term success of its Dealer network.
These efforts have been welcomed by Dealers throughout the country.
Harley-Davidson has endured for more than a century because of the passion of its riders, the dedication of its dealers, and the strength of its products. The future of this iconic American brand will be determined by how well we serve customers, grow ridership, develop compelling motorcycles, and create a strong and sustainable business for generations to come.
Our Council believes the current leadership team understands these priorities and is moving the company in a positive direction. As dealers, we are less concerned with headlines and outside commentary than we are with the actions being taken to support riders and strengthen the Harley-Davidson experience. We believe constructive collaboration between Harley-Davidson Motor Company and its Dealer network remains the best path forward.
The NPDA Harley-Davidson Council remains committed to working with Harley-Davidson leadership, fellow Dealers, and industry partners to ensure that the brand continues to thrive and that riders remain at the center of every decision.
At a time when unity, focus, and leadership matter most, we believe Harley-Davidson is best served by working together toward shared success rather than becoming distracted by divisive narratives. We look forward to continuing our partnership with Artie Starrs and the Harley-Davidson leadership team as we build a stronger future for the Harley-Davidson brand, its dealers, and the millions of riders who proudly represent this great American institution.
NPDA Harley-Davidson Dealer Council Includes:
Chairman: George Gatto - Three Rivers Harley-Davidson (Pennsylvania)
Mark Adamec - Adamec Harley-Davidson of Jacksonville (Florida), Adamec Harley-Davidson of Orange Park (Florida) and Adamec Harley-Davidson of St. Augustine (Florida)
Bubba Boswell - Boswell’s Harley-Davidson (Tennessee)
Chad Clark - Battleship Harley-Davidson (Massachusetts), Sheldon’s Harley-Davidson (Massachusetts), Hartford Harley-Davidson (Connecticut), Old School Harley-Davidson (Connecticut) and Spitzie’s Harley-Davidson (New York)
Ray Clements - Ray C’s Harley-Davidson (Michigan)
Preston Douglas - Corpus Christi Harley-Davidson (Texas)
Bob Eggstein - Keystone Harley-Davidson (Pennsylvania)
Jay Goodart - Freebird Motorsports dba Lawless Harley-Davidson (Missouri)
Michael Maledon - Elway Powersports (Wyoming, Colorado, Nebraska)
Mike McGuire - McGuire Harley-Davidson (California)
Donald Meyers -Harley-Davidson of Baltimore (Maryland)
Brett Tekavec - Queen City Harley-Davidson (Ohio) and Harley-Davidson of Washington, D.C. (Maryland)
David Tull - Susquehanna Valley Harley-Davidson (Pennsylvania)
Erik Vandervest - Vandervest Harley-Davidson (Wisconsin) and Bull Falls Harley-Davidson (Wisconsin)
Pokey Weiss - Steel City Harley-Davidson (Pennsylvania)
Ozzie Giglio - Harley-Davidson Council Advisor
About The Harley-Davidson Council:
The NPDA Harley-Davidson Dealer Council was created to give H-D dealers a unified voice in a rapidly evolving industry. Focused on collaboration, advocacy, and profitability, the Council provides a platform for dealers to address shared challenges, shape strategy, and drive positive change across the network.
Just in time for the moto world to focus on the outdoors with the start of the National Motocross kick-off at Pala Raceway, Kawasaki finally dropped its teased 2-strokes this week. Details are coming out now, but with a $9,699 MSRP and dealer deliveries beginning at the end of 2026, the KX 327 is definitely generating some buzz!
Featuring Kawasaki’s first fuel-injected 2-stroke powerplant, the KX stroker is said to deliver “the perfect balance of raw power and sophisticated control that ushers in a new era of off-road performance. The new engine offers a linear power character with crisp throttle response and strong traction at ultra-low RPM.” The torquey 2-stroke is housed in a lightweight aluminum perimeter frame, paired with factory-style KYB 48mm coil-spring fork and New Uni-Trak rear suspension.
Available in both MX and cross-country X configurations, the KX 327 is the start of the 2-Stroke Revolution according to Team Green.
Made in America, again. Harley-Davidson has announced that it was bringing production of the Revolution Max engine platform back to the United States as part of The Motor Company’s “Back to the Bricks” strategy. The move brings machining, powertrain assembly, painting and final vehicle assembly back to facilities in Pennsylvania and Wisconsin, supporting skilled union jobs. The transition is expected to be completed in time for Model Year 2028 production in 2027. Harley-Davidson expects to manufacture over 100,000 motorcycles out of the York facility in 2027. The Motor Company shared this statement on June 9:
For more than a century, Harley-Davidson has invested in American manufacturing, skilled workers, and the communities that build our motorcycles. Today, we’re proud to announce another step forward by bringing production of the Revolution Max platform for North America — including Pan America, Sportster S and Nightster models — back to the United States. This move returns machining, powertrain assembly, painting, and final vehicle assembly work to our facilities in Pennsylvania and Wisconsin, supporting dozens of additional American manufacturing and union jobs.
Bill Davidson, Vice President, Special Advisor to the CEO and Global Brand Ambassador, said, “My family has spent generations working in this company, and I’ve seen firsthand the pride, craftsmanship, and hard work that go into building Harley-Davidson motorcycles in America. My father, Willie, my sister, Karen, and I are incredibly excited about what’s happening at Harley-Davidson. Bringing this work back home is another important step in getting back to the bricks, investing in American manufacturing, and building on the values that have made Harley-Davidson one of the most iconic brands in the world.”
FXR Racing has signed a strategic distribution deal with Helmet House. The partnership is said to mark a significant step forward for FXR that will provide greater access to the complete product lineup of motocross, snowmobile and lifestyle gear through an expanded network of U.S. dealerships.
“Helmet House is the most respected distribution partner in U.S. powersports and is driving a lot of innovation in the dealer and customer experience,” notes FXR CEO Brian Danielson. “This partnership lets us do more of what FXR Racing does best—designing and building the best snow and moto gear in the world — while getting it into more dealers’ hands faster. Our dealers and riders are going to
feel the difference in availability and service…”
The partnership also creates new opportunities for dealers that may not have previously carried the brand. By utilizing established Helmet House relationships and programs, dealers can more easily bring FXR Racing’s industryleading product offering to their customers.
“Helmet House is honored to partner with FXR in the U.S. market and excited to help accelerate the brand’s continued growth,” adds Helmet House CEO Dave Bertram. “FXR has built one of the most respected names in powersports by consistently delivering premium snow and moto products that riders trust and dealers believe in. By combining FXR Racing’s world-class product development with Helmet House’s proven sales organization and dealer support infrastructure, we believe this partnership will create tremendous value for dealers and riders for years to come.”
Dealers are currently being notified, introduced to their new sales representatives, and onboarded into Helmet House systems. FXR Racing will continue to fulfill existing dealer pre-book orders through the fall, while Helmet House assumes responsibility for new orders and ongoing dealer support. Already stocked by approximately 300 active U.S. dealerships, FXR expects the partnership to significantly increase dealer coverage over time, bringing the brand to new markets and customer segments while strengthening support in existing territories.
While many dealers were taking time off to commemorate Memorial Day, Find It Now was on the job recovering two stolen powersports vehicles in separate incidents in New York and Maryland. “FIN would like to extend a special thank you to Island Powersports in New York and Pete’s Cycles in Maryland for their expert installation of FIN devices on these recovered vehicles,” notes CEO Rob Martin. “They’ve each been protecting their customers’ valuable assets for many years.
“We also greatly appreciate the efforts of all law enforcement agencies and authorities involved in helping safely recover these vehicles and return them to their owners,” he says.
“These recoveries are a perfect example of how valuable realtime GPS technology can be when every second matters,” he adds. “Our mission is to help customers stay connected to their vehicles and provide law enforcement with accurate, reliable information that can lead to fast and successful recoveries.”
FIN continues to provide cutting-edge GPS tracking and theft recovery solutions for motorcycles, ATVs, side-by-sides, boats, jet skis, and other powersports vehicles nationwide… even on Memorial Day.
According to the crew at Garage Composites, Livium is the technology tool to put your dealership on the TrueTrack to real-time insights and actionable intelligence. “The powersports industry continues to evolve at a rapid pace, placing increasing demands on dealers to make smarter, faster, and more informed decisions every day,” notes Garage Composites CEO Tony Gonzalez. To address these challenges head-on, Garage Composites and Livium announce a strategic partnership designed to deliver industry-leading performance insights and operational excellence to powersports dealers nationwide.
“After an extensive review of available performance software platforms, Garage Composites has determined that TrueTrack is the best platform available in the market,” claims Gonzalez. “We plan to fully incorporate TrueTrack into all Garage Composites’ services to significantly expand the value dealers receive from our programs.” While dealers may not be familiar with Livium (yet), TrueTrack parent Jackson Dawson’s services are utilized by a major OEM and large dealer group.
By aligning two companies with complementary missions and a shared focus on elite dealer performance, this partnership creates a powerful new standard for the industry. Under the agreement: Garage Composites will designate TrueTrack powered by Livium as its preferred performance and composite platform provider. In turn, Livium will designate Garage Composites as its preferred 20 Group provider for powersports dealers.
“Livium is excited to bring the TrueTrack platform together with Garage Composites’ 20 Group services,” concludes Bryan Stiekes, President & CTO of Livium. “Combining the powersports industry’s two leading companies focused on elite dealer performance creates unbeatable value for dealers.”
Attention Dealers: Turn 14 Distribution has added Elektric Offroad Designs to its line card. The partnership expands Turn 14 Distribution’s UTV product portfolio with protection, storage, suspension and accessory-mounting products for authorized dealers. “Elektric Offroad Designs brings strong coverage across modern UTV platforms and a focused
approach to product development,” explains Mike Malloy, head of business development & industry relations at Turn 14 Distribution. “This partnership expands product availability for our authorized dealers across multiple OEM applications.”
Elektric Offroad Designs brings new applications to market in step with OEM vehicle launches, helping dealers support demand for current-generation Side-by-Side models across sport, recreation and utility segments. “Adding Elektric Offroad Designs to our line card gives our dealer network another focused option in the UTV accessory category,” adds Brian Patrias, director of product management at Turn 14. “The brand’s protection, storage, and accessorymounting products support dealers serving popular Polaris, Can-Am, and Kawasaki SxS platforms.”
Authorized Turn 14 Distribution dealers can view and order Elektric Offroad Designs products by logging into their dealer portal at: www.turn14.com
Largest product suite available in Powersports
Streamlined products going back as far as 20 years
Customized coverage built for Harley Davidson & Metric PS Dealers
Lead generation technology designed to increase quality leads by 50–100% or more
Dealer-branded onboarding and training platforms for recruiting, onboarding, coaching, and employee development Private label offerings
Daily dealership training focused on improving sales performance and customer experience
High-impact F&I product presentation training and non-confrontational sales techniques focused on customer trust and long-term relationships
KYMCO continues to rebound by bringing in a power forward and investing in its dealer network with the expansion of its sales team, highlighted by the addition of a returning sales professional, Steve Fischer, and the promotion of an existing team member, Austin Terrell . “I personally welcome Steve Fischer back with KYMCO,” says Senior Vice President, Joe Wofford . “I feel his experience will help the team and the organization continue to grow. He’s a class act.”
Steve Fischer - District Sales Manager (Southwest - AZ, CA, NV) Rejoining forces with Wofford and other returning KYMCOalums, Fischer brings decades of invaluable motorsports industry experience back to the region. His deep familiarity with the territory and strong dealer relationships will be invaluable in driving mutual growth and success for all KYMCO partners. “I’m excited to rejoin the team here at KYMCO to strengthen the brand, work with our partner dealers and bring success back to this organization,” adds Fischer.
Austin Terrell, District Sales Manager (Southeast - AL, FL, GA, NC, SC, TN)
Terrell has been a dedicated member of the KYMCO USA team for five years, initially coming on as an Account Manager. But his talent for sales and passion for helping dealers quickly set him apart, inheriting a pivotal role in logistics. He has built exceptional, trust-based relationships with KYMCO dealers , making it a natural transition into his new role. “My goal is to help our dealers thrive and keep their floor moving.” Wofford notes, “Austin Terrell is young and ambitious and has well established his relationships with our dealers . He now has earned his place here, and we all support him in his new role. Stay tuned!”
Drag racer Matthew Maldonado trips the lights and races into Drag Specialties’ South East Region. He is now calling on V-Twin dealers in the North Carolina area. Maldonado’s Harley-Davidson experience includes serving as a service advisor in a California dealership and fixedoperations management at HarleyDavidson Louisville — where he also organized an entry level drag
racing series . His riding expertise includes competing in the Bagger Racing League on his 2024 CVO ST and occasional drag racing on his 2006 Dyna Street Bob . When he is not racing , Maldonado enjoys working on motorcycles , attending track days and motorcycle travel/ camping . Welcome to the Drag Specialties team, Rat!
After cutting his teeth at the dealership level, industry pro Brenden Gill joins Turn 14 Distribution as a new Outside Territory Sales Manager Noting that Gill has a proven record of streamlining processes and overcoming roadblocks — as evidenced by the growth of RideNow Southwest sales during his tenure, he will bring this talent for growth to the customers at Turn 14, where he looks forward to contributing to an environment with a significant powersports presence . “We are committed to bringing the best and brightest to our Powersports Team,” says Zya Braun, Regional Territory Manager at Turn 14 Distribution . “The addition of Brenden Gill fully aligns with that goal,” adds Braun. “He has the experience and insight to expand Turn 14’s reach even further into the powersports sphere.” Longtime UTV enthusiast, Gill’s intimate knowledge of the industry has helped him develop a one-of-a-kind perspective, due in large part to his prior experience as both buyer and seller. Serving as a Parts Manager, Gill outperformed all projected sales goals at RideNow, a business
Low Minimum Order Flooring & Financing Margins up to 27% 3-Year Warranty
Continued from page 16
known for its high standards and knowledgeable staff. Before that, Gill also served seven years as a Service Advisor with Edge Performance Sports in Oregon . This unique proximity to all sides of the customer experience solidified Gill’s reputation as an authority in the powersports market. As Outside Territory Manager, Gill will oversee sales in Arizona and California . In addition to serving the smallbusiness owners that Turn 14 supports , he spends time dialing in his 2022 Polaris RZR Turbo R Ultimate . If your shop is located in the Southwest territory, visit www.turn14.com for more information about Brenden Gill and Turn 14 Distribution.
Heads up! Shifting Gears at Helmet House as industry pro James Mullen takes on a new role. “I’m happy to share that I’m officially starting a new position as Director Of Merchandising at Helmet House! After well over a decade representing Helmet House as a District Manager in MN & N/S Dakota I am stoked to become a full-time member of this amazing company!” Helmet House head man Dave Bertram adds, “After years of representing Helmet House with excellence, we’re excited to have him officially join the team full-time. James brings a wealth of industry experience, strong relationships and a passion for our business that will help drive us forward. Welcome to the team James!”
Top of mind: Schuberth GmbH is making more U.S. inroads. The German-based premium motorcycle helmet manufacturer founded in 1922 has expanded its North American rep force with the addition of Register One Sales and The Xplor Group . Long established in the powersports industry, Register One’s Doug Register and Brett Gaylord will cover dealer relations and sales in Florida and Puerto Rico . Meanwhile Brandon Olsen with The Xplor Group will focus on growing Schuberth’s dealer base in Wisconsin, Illinois, Missouri, Kansas and Nebraska The announcement is part of a comprehensive plan by Schuberth to grow its North American presence. Last month, Schuberth named motorcycle industry veteran Chris Bogue as president, and he has quickly established a sales force now covering the continental U.S. and Puerto Rico
In addition, Schuberth named Hayter Industries as its public relations agency of record to manage communications around its corporate
and product initiatives. Company founder Ryan Hayter has more than 25 years of experience working with global brands in the motorsports and adventure lifestyle markets. To become a dealer or discover the latest German- and Italian-made motorcycle helmet collection, visit Schuberth’s digital home: chuberth.com/us/motorcyclehelmets
LaCheryl E. Jones , a leader in motorcycle safety policy, has joined the Motorcycle Safety Foundation as Director of Curriculum & Training Strategy . At MSF, Jones will help guide curriculum development and oversight across training programs. She will also serve as a key representative for MSF with strategic partners on issues related to rider education, testing and licensing . “LaCheryl brings deep experience in public service, motorcycle safety and quality assurance frameworks,” says MSF CEO Christy LaCurelle “Her background with NHTSA and with the Maryland Department of Transportation gives her a strong understanding of the issues shaping curriculum development today.”
Before joining MSF, Jones served as NHTSA’s subject matter expert on motorcycle safety . She is a licensed motorcyclist with a longstanding connection to MSF rider training . “I’m honored to join the Motorcycle Safety Foundation and contribute to an organization whose work has had such a lasting impact on rider education worldwide,” Jones adds. “I’m excited by the opportunity to contribute my experience, strategic perspective, and passion for rider safety to an organization whose work saves lives and shapes the future of powersports education .”
Talk about feel good stories coming out of the corn fields in Iowa! Royal Enfield has launched its North American Flagship at Baxter Cycle in Marne, Iowa. However this Field of Dreams story is even historic than Ray Kinsella’s baseball diamond and ghost of the past as it merges motorcycling’s past with the future of the North American market.
“What a blast!,” exclaims GM Jeremy Pendergast. “Winding up our Royal Enfield Flagship Grand Opening celebrations with Royal Enfield North America. We are very excited about the future, and we are humbled and honored that you all have chosen to ride along with us this far.” But? “We’re just getting started!”
As the first Royal Enfield flagship dealership in the US, Baxter’s new facility features a dedicated Royal Enfield retail environment, complete with exclusive branding, a dedicated showroom area, and a purpose-built workshop designed specifically for Royal Enfield servicing and maintenance. It is a far cry from the first time Dealernews profiled the operation back in September 2020: issuu.com/dealernews/docs/issue__9_september_draft
“It’s a proud moment for us to be opening our first Flagship store in North America, and Baxter Cycle was the natural choice,” said Ross Clifford, Head - Royal Enfield Americas. “They are passionate Royal Enfield brand ambassadors who consistently deliver an exceptional experience to our customers.”
Definitely a deserved honor. For more than 50 years, Baxter Cycle has built a strong reputation among British bike enthusiasts and collectors, making it an ideal partner to advance Royal Enfield’s roots with the flagship retail store of the future. “The flagship dealer location will serve as a destination for both existing Royal Enfield owners and riders discovering the brand for the first time,” Clifford adds.
Actually, Baxter is not only the #1 selling Royal Enfield dealership in the nation (see sidebar), they are also the oldest RE dealer by a country mile! “Baxter Cycle is the oldest Royal Enfield dealer in North America and our passion, experience, and inventory runs deep, explains Pendergast. “From the first 1955 Royal Enfield 250 Randy Baxter restored when he was first starting out, to uncrating
the latest Himalayan 450, we have had our hands on the brand since 1977 and have been proud dealers since 1995.
“Being able to open the first flagship dealership in North America is such an honor,” notes Pendergast. “Having our customers come in and feel the same things we feel when we look at these bikes, and in this new beautiful environment, is so gratifying that after all these years really symbolizes how much we love the brand.”
Since the day things started in Randy Baxter’s chicken coop to becoming the North American flagship, the passion, professionalism and personal touch has made Baxter Cycle the source of riders’ dream machines for half a century.
“Since our beginning days in ‘The Chicken Coop’ Baxter Cycle has been providing parts, sales and service for all British motorcycles from 1945 and up. Our excellent customer service and attention to detail are prominent in our parts, service and sales departments, as they are tailored to your wants and needs. Whether you need the correct parts to work on your motorcycle, you want an expert to service your bike, and/or you want to get one of the motorcycles of your dreams, Baxter Cycle is your destination!”
Bottom line: “The doors are always open, the coffee is always on, bikes always have gas in them — if you want to ride a Royal Enfield you come to Baxter Cycle,” concludes Pendergast.
“
Being recognized as the #1 Royal Enfield dealer in North America for 2024 was the absolute most gratifying award I have ever received,” recollects Baxter Cycle GM Jeremy Pendergast. “To think that all started 25 years ago when I bought my first kick-start Bullet 500. You never know where the road will go if you don’t start down it…”
In February 2025 Dealernews celebrated Baxter’s win as the #1 Royal Enfield dealer in North America… But what do you do for an encore after a performance like that? And remember, we are talking Marne, Iowa — population 125! Wait, Royal Enfield is commemorating 125 years in a dealership in the middle of the cornfields with 125 people… coincidence? Probably not, but it gets even more improbable as it spurred an even crazier idea the children of the corn teased on social media:
Okay, so we have a crazy idea… Bear with me, We’re having this open house coming up (June 20th, in case you haven’t heard), and we’ll be celebrating our new Royal Enfield Flagship Showroom. The first in North America, in fact. It’s kinda of a big deal to us.
This happens to be Royal Enfield’s 125th year of consecutively manufacturing motorcycles. Non-stop, no gaps. That’s a pretty big deal, too.
Okay, the crazy idea: We’re really close to clocking our 125th sale of the year. We’re not there yet, but we’re close. Just thinking out loud. What if we were able to clock our 125th sale of the year during our Flagship Store Grand Opening while the Royal Enfield team is here on June 20th celebrating 125 years of continuous production. Might be a big deal.
Think about it. If you’ve been wanting to get one (or ANOTHER one, LOL), let’s just say we may be super motivated. We may be willing to make some big deals…
So did they make it? Remember the entire population of Marne is only 125 people!
The same week that the flagship store was being unfurled in the U.S. Royal Enfield was celebrating the brand’s historic British roots in Redditch, England. The installation of a ‘World Origin Site’ plaque commemorates the legacy of Royal Enfield’s first factory location in their 125th anniversary year. Founder of World Origin Site, Martin Wilkie said: “It’s just a wall in Redditch today, but 125-years-ago, somebody did something that changed the world and we’re here to mark the exact spot.”
The unveiling took place at the site of Royal Enfield’s Hunt End Works, on what is now known as Enfield Road, with motoring journalist and TV personality Richard Hammond joining Redditch Mayor Susan Eacock; flanked by members of the local community, Royal Enfield staff, Riders Club members and surviving workers from the original Redditch manufacturing plant.
“My heart lies with two wheels, motorbikes are my private passion and as a local boy by birth, growing up nearby to this area, it’s a great pleasure to mark this World Origin Site celebrating Royal Enfield; a longstanding, proud brand that rings with familiarity around the world and continues to honour the workers that laid the foundations here in Redditch,” commented Top Gear icon Richard Hammond.
Five generations of Royal Enfield motorcycles fined Enfield Road, highlighting the brand’s title as the oldest motorcycle brand in continuous production, with a legacy spanning 125 years. From the modern ‘Project Origin’ replica of Royal Enfield’s first motorcycle, launched in 1901, to a fully
restored first edition 1932 Bullet, the iconic model that began Royal Enfield’s journey to manufacturing in India and is still in production today.
It was also the ideal opportunity to take the wraps off the 2026 Royal Enfield Classic 650 125th Anniversary Edition. Embossed with a 125 Year crest in gold on classic red, the limited edition model, due on sale in Europe from August, is a meticulously crafted physical tribute to the brand’s enduring legacy.
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Fighting for land access and open trails.
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The intelligence you need to navigate industry shifts.
Industry-wide initiatives like Ride With Us.
Access to major platforms like AIMExpo and USMCA.
Iguarantee you will never look at a cinder block the same way again…” and SEMA VP of Events Tom Gattuso is right. Unheard of in the powersports world (or just about any industry) The Specialty Equipment Manufacturers Association stages a comprehensive summit for first-time exhibitors realizing full well that an event of this magnitude — 150,000+ attendees and more than 2,300 exhibitors — can be a little overwhelming.
With this year’s re-dedication to the powersports industry, the percentage of first-time exhibitors was up… there were even exhibitors who had never been to Las Vegas before. But what does this have to do with a cinder block or Simone Biles?
Gattuso promised to get to that, but first brought up SEMA CEO Mike Spagnola to kick off the general session. There is a method to the madness of the association picking up the tab for hotels, food and education. “Over the next two days, you will gain the tools needed to ensure your success at the 2026 SEMA Show. Just as importantly you’ll have a chance to build relationships with SEMA staff and the vendor partners who will support you throughout the show… and beyond.”
As a not-for-profit association, SEMA treats the show as a member benefit rather than a revenue source. “SEMA’s commitment to our members extends far beyond the halls of the Las Vegas Convention Center,” says Spagnola. “SEMA operates as an association dedicated to your growth. We take the resources generated by our events and pour them back into the industry to protect and advocate for your rights.”
Both Spagnola and Gattuso say the SEMA Show is about growth. Certainly for the first-timers from the powersports world, there is no bigger growth opportunity than tapping into the adjacent automotive business. It is not as big a stretch as most motorcycle dealers think. SEMA’s membership is already a powerhouse in the powersports sector. According to SEMA Research, 60% of specialtyequipment manufacturers already produce products for at least one type of powersports or recreational vehicle, while 47% of retailers and installers sell to these segments.
Mike Ausec, who had been Sales Director for the Progressive International Motorcycle Shows before joining SEMA, has been brought on board to facilitate power sports people bridging the gap. He says the grwoth opportunities for powersports dealers are significant. “It’s like-minded people that are either connected or one degree away from potentially getting on two wheels or four wheels,”
“The opportunity is bigger to scale, but it’s a similar opportunity from the dealer standpoint because they’re the ones that benefit from us opening eyes and creating excitement around powersports,” adds Ausec, noting it goes well beyond the show itself. “Beyond the show floor, SEMA offers members tools to modernize their businesses, including data resources, technical services, and a powerful unified voice to protect the industry’s future.”
The recent acquisition of the Off-Road Business Association (ORBA) is a prime example of mutually beneficial horsepower SEMA has, further strengthening its presence in Washington, D.C., and Sacramento to fight for land-use protection and motorized recreation access — issues that are critical to the survival of the powersports industry.
As for the Summit specifically, individual break out sessions proved incredibly insightful. VP of Sales Warren Kosikov and showrunner Andy Tompkins’ presentation was particularly well received by the first-time powersports exhibitors. Alternating show hacks with marketing tips, the dynamic duo presented the top 10 tricks to maximizing any exhibitor’s SEMA Show experience. The crew from KYMCO was particularly interested, taking furious notes and immediately implementing what they learned in Las Vegas (see sidebar). The only thing missing is the cinder block…
“Why does all this matter as we prepare for the 2026 SEMA Show? Because this Summit is about more than just a single event; it’s about your business and our mission to support you every step of the way,” concludes Spagnola. “When we meet again, we will be part of the world’s premiere automotive — and powersports — marketplace.” It’s where connections are made and growth begins for nearly 160,000 trade professionals and 2,300 exhibiting companies!
But what about that cinder block? And the bit about the best booth at the 2025 show being a cardboard box? You will have to find Tom Gattuso in Las Vegas and ask him!
Find It Now found its way to the SEMA Summit in preparation for exhibiting in the fall. “Alongside our proven, wired powersports GPS tracker, FIN is now shipping battery-powered devices built for a wider range of use cases — dirtbikes, golf carts, trailers and other equipment with little or no onboard power,” says CEO Rob Martin. He believes SEMA will be the ideal event to showcase FIN EEL (a hybrid tracker featuring a highcapacity rechargeable battery) and FIN AA-RAY (designed for equipment without power).
New and returning manufacturers are already showing excitement for the expanded section. “We’re proud to represent KYT Helmets at SEMA 2026,” said TJ Jira, Chief Executive Officer of KYT Americas. “We believe it’s an opportunity to elevate powersports and bring more visibility to our brand in the market.”
Denago PowerSports will participate in SEMA 2026, notes Denago GM David Garibyan. “This marks a significant step forward for the brand. Every gearhead knows about the massive SEMA show held annually in Las Vegas, and we’re thrilled to see that the powersports industry will play a significant role in 2026. We’d like to toot our horn by announcing that Denago Powersports was the first powersports OEM to sign up for this year’s show in November. We hope to see you there!
Digital Throttle (home of Cycle News) will be at SEMA as well. “We’re looking forward to exhibiting at the 2026 SEMA Show! Michael Parra and Joe Didato attended the First-Time Exhibitor Summit sponsored by the Specialty Equipment Market Association (SEMA).”
The SEMA Show Exhibitor Summit was a master class on how first-time SEMA exhibitors could see immediate ROI from their presence in the new SEMA Powersports Pavilion. We joined in breakout sessions, met SEMA executives; toured the new facilities… and came away thoroughly impressed! We are very much looking forward to participating in this inaugural powersports year at SEMA.
— Bob Althoff, Dealernews
Why attend SEMA… and why now? Here’s why — SEMA has extended a handshake to POWERSPORTS. They are about to share their very big spotlight and let it shine on our Industry. For that, we should be very appreciative. Time for the next generation of industry leaders, innovators and legends to launch the next 60 years of our mutual industries.
Betting on a sure thing, KYMCO is going all-in for the upcoming SEMA show set for November 3-6, 2026, at the Las Vegas Convention Center. As SEMA continues to expand its commitment to the powersports industry, this year’s event will feature an increased emphasis on powersports manufacturers, products and innovations, creating new opportunities for industry professionals to connect and explore the future of the segment.
“We simply couldn’t pass up the chance to take part in the first ‘Powersports Pavilion’ at SEMA,” notes Senior Vice President Joe “KYMCO Joe” Wofford. “We believe it will open new pathways for KYMCO in the industry while reinforcing our brand to new eyes and potential business partners. The excitement of SEMA and the sheer volume of attendees will offer a great boost for our staff and the brand.
According to Wofford, KYMCO USA’s presence at SEMA reflects the company’s ongoing commitment to expanding its footprint in the U.S. market and strengthening relationships throughout the powersports and aftermarket industries. In addition to showcasing select vehicles from
its current lineup, the company will provide attendees with an early look at upcoming developments that signal the next chapter of KYMCO USA’s growth and evolution.
Visitors to the KYMCO booth will have the opportunity to explore featured vehicles, meet with members of the KYMCO team, and learn more about the initiatives, programs and product strategy driving the brand forward. Whether discussing dealer opportunities, industry trends, or future product direction, the booth will serve as a destination for meaningful conversations about the future of powersports.
Attendees are encouraged to visit the KYMCO USA (Booth #55245) during the event to experience firsthand how the company is building for the future and continuing its mission of delivering reliable, value-driven powersports vehicles to riders nationwide. “We are happy to participate in this historic addition to this great event,” concludes KYMCO Joe.
After going underground for a few years, KYMCO is back in the headlines with a new team, new models and new programs like KYMCO Extended Program (see sidebar) and even going all-in at Las Vegas for the SEMA show’s Powersports Pavilion. Leading the charge (at least on the scooter side) is the latest middleweight from the factory in Taiwan.
Last August KYMCO USA staged a resurgence, bringing in a premium maxi scooter — Dealernews featured the 550i Premium in the November issue: https://issuu.com/ dealernews/docs/issue_11_november_2025/45. In February the Premium flagship was followed up by the 125i, which returning GM Joe Wofford was worried might be a bit small for US commuters. “There is a model that I would really like to have,” he hinted when we met with him in March.
Well, the wait is over and KYMCO Joe gets his wish with the launch of the Downtown GT 350i. It is like Goldilocks, suggests Wofford — the “GT 350 is just right.” The premium middleweight scooter is nimble enough to traverse college campuses, sporty enough to ride recreationally and big enough to keep up with the 5501 Premium product. “It is designed to bridge the gap between suburban commuting and long-range exploration.”
After going up town with its luxury 550i, they are going down town with the new middleweight literally as well as figuratively: The Downtown GT 350i is packed with the ridercentric features found on the flagship and building on the success of the 125i, the GT 350i brings more muscle and sophisticated tech to the pavement.
Engine: 321cc SOHC liquid-cooled, fuel-injected engine producing 28.2 hp.
Traction Control & ABS: Standard for maximum confidence in all road conditions.
Emergency Stop Signal (ESS): Automatically flashes the rear lights during sudden, hard braking to alert following traffic.
Updated Dash: A large seven-inch digital color TFT display for clear, easy-to-read instrumentation.
Convenience: Keyless electronic ignition for effortless starts and enhanced security.
Colors: Available in Starry Night Blue, Flat Brown and Black
The KYMCO Downtown GT 350i is arriving now at authorized dealers nationwide with a starting MSRP of $6,599.
KYMCO USA is the official North American distributor for KYMCO, a global leader in scooters, motorcycles, ATVs, and side-by-sides. Established in 1963, KYMCO is known for its commitment to quality, reliability, and value across its full line of powersports vehicles, empowering riders to choose their own path with confidence. Headquartered in Spartanburg, South Carolina, KYMCO USA supports a growing network of dealers nationwide with industry-leading support, highmargin products, and a legacy of performance on both pavement and trail. For more information, visit: www.KYMCOUSA.com
Looking to stand behind their dealers, KYMCO USA has relaunched its KYMCO Extended Protection Program (KEPs rhymes with “keeps”). “This gives our dealers an easy way to increase per-unit revenue while delivering added value and peace of mind to customers,” explains Senior VP, Joe Wofford.
“The updated program features flexible coverage terms, simplified enrollment, and new add-on protection options designed to support dealership sales efforts and improve the ownership experience.” According to “KYMCO Joe” the KEP relaunch also includes enhanced backend support and improved claims processing to help create a smoother experience for both dealers and consumers.
• Increased F&I opportunities
• Fast, streamlined enrollment
• Flexible coverage options that are easy to present and sell
• Transferable protection that adds resale value
• Dedicated internal support from CornerStone United for dealer assistance and claims guidance
In addition to extended coverage, dealers bridge the gap by offering Guaranteed Asset Protection (GAP) — helping protect customers financially in the event of a total loss — and Tire & Wheel Protection has been rolled out as well. The Tire is & Wheel package covers eligible road hazard damage, creating an easy value-add opportunity at the point of sale.
Ready to play for KEPs? Learn more about the program, here: www.kymcousa.com/kymco-extended-protection
The Downtown GT 350i gives riders a great balance between city convenience and highwaycapable performance, with a liquid-cooled fuel-injected 321cc engine, automatic CVT transmission, two-up comfort, large under-seat storage, and modern safety technology.... the design, seating position, storage, dashboard, keyless ignition, ABS brakes, traction control, LED lighting, Emergency Stop Signal, are why this scooter could be one of the best values in the mid-size/maxi scooter category. — The Scooter King
The Downtown GT 350i is designed for those commuting farther than a few city blocks and offers capabilities to handle longer distances and higher speeds... It’s a step up from the brand’s existing Downtown GT 125i, featuring more power and tech to handle serious commuting duties. — Greg Drevenstedt, Rider Magazine
There probably isn’t any other bikemaker in the world that’s more synonymous with scooters than KYMCO. It ranks right up there among top global scooter brands like Honda, Yamaha, and Piaggio/Vespa. Even in the USA, it’s relatively well-known, despite its small dealer footprint when compared to those other brands... But the question hanging over it is not whether it’s good, but whether the US market even knows what to do with it. Because in Europe or Taiwan, a GT scooter like this makes perfect sense – comfortable, practical, weather-friendly, easy to ride, and surprisingly capable on long highway stretches.
In the US, though, scooters still have to fight an image problem. For a lot of riders stateside, two-wheelers are either giant cruisers, adventure bikes, or liter-class toys for the weekend. Sitting somewhere in the middle with step-through practicality and touring intentions feels almost culturally out of place. But then again, practicality has never really been a huge selling point for motorcycles in the US. And that’s the uphill battle Kymco faces. It doesn’t need to convince US riders that the scooter works, the company needs to try and convince them that they should actually want it. — Utkarsh Sood, New Atlas
KYMCO must be doing something right? Since 2009, when the first generation KYMCO Downtown 350i ABS launched, the original Downtown 350i proved popular by selling more than 100,000 units across more than 40 countries. — Bike Review Austalia
Bigger than ever before, dozens of companies from across the powersports industry came together in Washington, D.C., for the Powersports Capitol Hill FlyIn. OEMs, aftermarket brands, dealerships, and industry leaders met with members of Congress and their staff to discuss the issues affecting our industry, from tariffs and PFAS regulations to public land access, rider safety and recreational trail funding.
When constituents speak, Congress listens: Your voice counts – make it heard! Plus the fact that powersports is a $50.9 BILLION industry helps open some doors when the Motorcycle Industry Council comes calling. MIC’s Powersports Capitol Hill Fly-In offers a unique opportunity to meet directly with Members of Congress or their key staff to address critical issues impacting your business and the powersports industry.
“Another awesome Capitol Hill Powersports Fly-in in the books,” noted MIC VP and ringleader for the Fly-In Scott Schloegel. “We had 114 House & Senate meetings in 7 hours.” As if this wasn’t amazing enough, “National Highway Traffic Safety Administration NHTSA Administrator Jonathan Morrison, USDA Under Secretary Mike Boren and Congressmen Troy Balderson, Donald Norcross, Pete Stauber and Morgan Luttrell all spoke at our breakfast.”
By coming together with industry peers, we strengthen our collective voice and ensure policymakers hear from those directly affected as they shape legislation that influences our industry’s future, said Schloegel. “A meeting with USTR Ambassador Jeff Goettman and another 13 in-person meetings with Congressmen and Senators, plus 101 more meetings with Congressional staff were on the docket…
“It was a great day for the Motorcycle Industry Council, Specialty Vehicle Institute of America, and the Recreational Off-Highway Vehicle Association. Thank you to all of our powersports executives who traveled to D.C. to make it a record year!!”
Protecting the future of powersports takes showing up, speaking up, and working together as one. Just a few days later, we are already seeing the impact of the Fly-In. More on this soon.
Thank you to everyone who joined us and helped us advocate for the industry.
Here’s the pitch: Join 400+ companies helping to shape the future of the industry.
Becoming an MIC member is being part of the unified voice shaping the future of motorcycling.
From advocacy and industry insights to growing participation and defending the issues that matter most, MIC helps ensure motorcycling continues to thrive for generations to come.
Testimonials:
It was a fantastic event. You and your entire team did an amazing job! — JH Leale, President Ricky Carmichael Racing
A very momentous day in my career. Over 23 years in the Motorcycle and Powersports industry and today is one day I will never forget! To be here in the nation’s capital with the Motorcycle Industry Council is a huge achievement. Special thanks to MIC for arranging this event. — David Garibyan, GM Denago Powersports
The executives, the organizations, the riders — we’re all part of the same ecosystem, and when we show up together, we stand as equals. And advocacy has always belonged to the ones who show up. When you walk into a meeting on Capitol Hill, it’s easy to feel small. You’re sitting across from staffers and legislators who help shape policies that impact millions — public lands, emissions standards, access to trails, land use regulations that determine whether we ride freely or watch gates close. And yet, here’s what often gets overlooked...
They don’t live your life.
They’re not the ones waking up early to find the best single track. They’re not the ones loading the mountain bikes, paddle board, and coolers before the kids wake up, or mapping routes for your riding crew, or feeling the direct impact when access disappears or becomes restricted / limited. You are… And that’s your leverage. — Ashmore Ellis Babes Ride Out Co-Founder & MIC Board Member
By Bob Kay
Before Ride To Work Day, bikers were already rolling to Capitol Hill. The Independent Motorcycle Aftermarket (IMA) and supported by 300+ biker constituents (including many Independent Dealers) recently converged on Washington, D.C. for the MRF’s (Motorcycle Riders Foundation) Bikers Inside the Beltway grassroots lobby event. The MRF applauds both the House Transportation and Infrastructure Committee and the House Energy and Commerce Committee for advancing H.R. 8870, the BUILD America 250 Act (the Highway Bill), with measures supporting motorcyclists.
The House Energy and Commerce, which has jurisdiction over portions of the highway bill, included several motorcycle related priorities addressed by the MRF/IMA. Among those provisions are enhanced protections for the RIGHT TO REPAIR. In addition, the House Transportation and Infrastructure Committee advanced provisions extending authorization for MAC (Motorcyclists Advisory Council), ensuring riders continue to have a formal voice in federal transportation. This legislation also strengthens protections against motorcycle profiling by expanding existing language.
MRF recognizes the collaboration with the IMA and whose leader, Bob Kay, remains an outspoken advocate on the Right To Repair and Right To Modify, helping protect riders’ ability to access repair information, replacement parts, diagnostics, software and independent service options. Additionally, MRF recognizes the AMA (American Motorcyclist Association) for its support, particularly the
input of Zach Farmer and support from SEMA (Specialty Equipment Manufacturers Association) joining in our walk through the halls of Congress.
This event was open to all and well planned out. Starting with a preview meeting the night before and teams were put together by State and District. By day’s end, more than 300 constituents had completed 535 visits leaving specific requests for our representatives to act on.
“Without riders and independent dealers contacting lawmakers, attending meetings and remaining engaged in the legislative process, these victories would not have been possible,” concluded MRF President Kirk “Hardtail” Willard. “This is the first step. It is a big step, but the work is not finished. The full House must still pass this legislation, then to the senate and then the President can sign it into law.”
The IMA would like to gratefully acknowledge the tremendous, uncompromising support the MRF has provided since the IMA focus on the Right to Repair and Modify for motorcycles four years ago. Additional credit goes to National Council of Clubs, National Coalition of Motorcyclists and National Council of Informed Riders.
Thanks to Jim Bengstin and the MRF for providing the updated information
MANASSAS, VIRGINIA
ACQUIRED BY PVM Enterprises from Lindsay Automotive Group
ACQUIRED BY
“We exclusively engaged George and his team at Performance Brokerage Services to help facilitate the closure of the dealership and work with Paul Veracka of Patriot Harley-Davidson, knowing this would be an ideal strategic opportunity for Patriot Harley-Davidson to expand its market share and strengthen its position in the region. We would like to thank George and the entire team for their professionalism, industry knowledge, and expertise throughout this complex process. Their guidance was invaluable in helping us successfully close the dealership while separately marketing and selling the real estate, allowing us to move forward and focus on the continued growth of our automotive dealership operations.”
“When Lindsay Automotive Group decided to close Bull Run Harley-Davidson, George connected with us to help manage the transition for the local market. By supporting HDMC and welcoming these riders, Patriot Harley-Davidson is proud to help strengthen the regional dealer network and ensure uninterrupted, excellent service for the local riding community. It was a pleasure working with George, Juan Pardo, and Morgan Ross again—they are absolute professionals and true industry leaders.”
For a confidential consultation and complimentary estimate of value on your business, please contact us:
Harley-Davidson & Powersports Division
George C. Chaconas, Senior Partner, CBI/M&AMI
Office: 813. 569. 6250 | Cell: 813. 245. 2535
Email: george@performancebrokerageservices.com
Address: 2102 West Cleveland Street, Tampa, Florida 33606
By Don Musick
As a student at St Edward’s School in Poole England, Sam Goodburn used his unicycle as his daily mode of transport. In fact, it was his primary way of getting around. Sam’s first exposure to unicycles came at age 14 when the local “Poole Park Fest” featured a “circus skills tent”. Impressed by his son’s enthusiasm, Sam’s father built his first unicycle soon after. It was the highwire unicycle act that had captured Sam’s imagination, and he spent years of trial and error mastering the feat. Unaware that circus performers rode on tireless rims to improve stability, Sam learned the hard way — on standard rubber tires (image inset). Later, after becoming a performer himself, this oversight became his signature style. Since the rubber tire naturally wobbled, it created a sense of real danger that complemented Sam’s eccentric, slightly panicked persona. In fact, his quirky performance earned him a spot in season 22 of “Britain’s Got Talent” (2022). You can check out Sam’s balancing act here.
Across the pond, inventor Dean Kamen had been experimenting with a secretive technology codenamed “Ginger”. The prototype, revealed on the “Good Morning America” show in Dec. 2001 was a 2-wheeled self-balancing scooter named “Segway HT” (Human Transporter - later renamed to PT or Personal Transporter). Balancing was accomplished through an array of 5 gyros, 2 inclinometers and 10 microprocessors which processed sensor data 100 times/sec to control each wheel’s electric motor. The goal was to mimic human balance (à la Sam Goodburn) and to feel like an extension of the rider’s body.
Leaning forward moved you forward while leaning backward would slow you down, bring you to a stop or reverse direction. Initially, a handlebar twist grip was used for steering but that was later replaced with “Lean-Steer” technology with the PT models. Sounds simple enough, or so I thought. A colleague from my BRP days who had taken a Sr. VP position at Segway, brought a PT by for a demo. Both of my kids took to it like ducks to water. I drove it into a fence.
Early on, the HT was hyped to be as revolutionary as the Internet and included proponents like Steve Jobs and Jeff Bezos (although Jobs famously said the design sucked). While Kamen had predicted sales of over 10,000/week, during its first 6 years of production only ~30,000 had been sold. Ironically, at nearly 100 lbs., the PT was hardly portable and it’s $5,000 price landed it in used car territory. And then there was the geek factor (also known as the Paul Blart effect) that effectively relegated the PT to Mall Cop and city group tour status. But the PT soldiered on.
By 2020, Segway officially retired the PT after a 19-year run. Despite continual improvements, its appearance and basic design remained largely unchanged. In the end, lifetime sales had only reached ~130,000 units.
Kamen’s stewardship at Segway (and any future involvement) ended in 2009 when the company was acquired by British millionaire Jimi Heselden. Tragically Heselden died in a Segway accident less than a year later. In 2013 Segway was once again sold to the private equity firm Summitt Strategic Investments and then again in 2015 to Chinese competitor Ninebot. The acquisition followed a bitter legal battle in which Segway accused Ninebot of infringing on its patents by mimicking its selfbalancing technology and signature appearance. And Ninebot wasn’t alone… there were other Chinese clones also entering the market. Faced with stagnant sales and the high cost of global patent litigation, Segway’s owners chose to merge with Ninebot. This allowed Segway to trade its intellectual property (and brand) for Ninebot’s massive manufacturing scale and the financial backing of tech giant Xiaomi. A textbook example of “If you can’t beat ‘em… join ‘em”.
Prior to the merger, Ninebot had launched a series of single wheel self-balancing models named Ninebot ONE (Models C/E/E+). Each iteration refined the technology and in 2016 the more compact and lighter Ninebot ONE S1/S2 models were released in the U.S. under the Segway brand. But this wasn’t the
Continued on page 44
first electric unicycle (EUC) to appear in the U.S. market. Pioneered and patented by Californian inventor Shane Chen, his “Solowheel” EUC made its debut at the New York Toy Fair in 2011. Weighing only 25 lbs., it featured a top speed of about 10 mph, with a range of 12 miles and a price point of $1,500. Its performance was comparable to Segway’s PT of that era but at a fraction of its weight and $5,000 cost.
Within a year of its release, knockoff brands began to appear in China with nearly identical-looking designs. By 2017, Solowheel was struggling to compete with highvolume low cost clones from Chinese rivals like Airwheel, IPS, InMotion and Gotway (now Begode). After rejecting a $5 million investment offer from Ninebot, inventor Shane Chen chose to form a high-tech joint venture with InMotion. By trading IP access for cutting-edge engineering and manufacturing scale, Chen found a way to stay competitive without selling out. This strategy gave InMotion a legal pathway into the U.S. via the Solowheel name, while ensuring Solowheel kept control of its original patents. Another example of ‘if you can’t beat ‘em, join ‘em’!
Although Solowheel had established itself as the market leader several years before the Ninebot ONE appeared, Ninebot’s partnership with tech giant Xiaomi provided the resources and manufacturing scale that allowed the Ninebot ONE to retail well below the Solowheel’s $1,500 price tag (@ $600-$800). Their market position was also strengthened by the Segway acquisition, which granted Ninebot the instant credibility of a world-renowned brand name. And then there was the cool factor. Marketed as the “Apple” of the EUC world, Ninebot prioritized a sleek, minimalist aesthetic with an intuitive user experience. This focus helped them transform a specialized gadget into a mainstream, premium tech product. All of these factors contributed to Ninebots’ domination of the early EUC landscape (2015-2018).
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
Spring Strength Begins to Normalize May 2026 reinforced what dealers have been reporting for much of the spring: pre-owned demand remains healthy, but the rapid increase in Average Wholesale Price (AWP) appreciation seen in late Q1 has begun to moderate as the market transitions toward summer. Auction volumes and buyer participation remained solid, supported by continued interest in pre-owned inventory and stronger margins compared to new units. At the same time, rising fuel prices driven by ongoing tensions in Iran and uncertainty in global energy markets are creating additional pressure on larger discretionary purchases. Historically, elevated fuel costs have softened demand for RVs and Marine products while boosting interest in more fuel-efficient recreational segments, a trend that is beginning to surface again.
Wholesale pricing trends in May remained positive on a year-over-year (YoY) basis, although sequential performance suggests the market has plateaued following the strong spring run-up. Domestic Cruisers continued to outperform prior-year levels, increasing 1.8% YoY, though pricing dipped 0.8% versus the prior 90-day average, signaling that the spring peak may have passed. Sport Bikes remained one of the strongest on-road categories, climbing 11.0% YoY and 1.4% over the trailing 90 days, while Metric Cruisers improved slightly overall. Off-road categories remained largely positive, with MX up 19.2% YoY and 3.1% versus the prior 90 days, while ATV Side-by-Side pricing increased 2.4% YoY and remained modestly positive sequentially. Marine values softened to -1.9% YoY and -10.7% versus the prior 90 days, while RV pricing remained comparatively strong at +12.1% YoY and +5.7% sequentially.
Looking ahead, pricing trends suggest the market has moved past its peak, with June expected to bring broader softening across all categories, following its typical path toward the late-summer trough. While wholesale values remain stronger than they were in 2025, the buying frenzy that characterized March and April has clearly slowed. Dealers should begin evaluating trades and acquisitions based on expected August values rather than current market conditions, while remaining focused on quickly turning inventory purchased during the spring run-up. As seasonal depreciation returns, inventory discipline and turn rate management will become increasingly important to preserving margin and reducing risk.
www.npauctions.com/cp/npa-market-report
MAY ‘26 VS. MAY ‘25 AVERAGE WHOLESALE PRICE CHANGE
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By Lenny Sims
Any port in a storm! Seems like many powersports dealers are paying attention to the marine market these days. MRAA’s Dealer Week had a number of familiar faces from “motorcycle” dealers at the event while the auction lanes at NPA’s facilities are flooded with PWC and pontoon boats, particularly the Poway, Kansas City and Lakeland campuses. Face it many dealers have had to turn their attention to pre-owned units and PWC to stay afloat during the tariff turmoil.
The marine market might not float everyone’s boat, but for those powersports dealers looking to stick a toe in the waters, there are some basic trends coming in over the transom. Note that Personal Watercraft values are stronger than 2025 but slightly lower than 2024.
Outboard Boats remain the most popular segment across all customer channels. Meanwhile, interest in Inboards was subdued going into spring 2026. Pontoon Boats saw notable increase year-over-year in F&I traffic, suggesting a strong closing rate in that segment.
▪ Overall traffic remains active across main marine categories, although dealer feedback indicates consumers are more selective and are shopping without urgency.
▪ From an economic standpoint, unemployment and labor participation remains relatively stable. Consumer spending on recreational goods and vehicles remains elevated, which points to financially strong buyers still in the market.
▪ F&I traffic in the Pontoon segment remains hot. Bennington Marine is the make most heavily researched by those clients, suggesting that customers are writing checks for those models even if showing initial interest in other makes.
▪ Outboard Boats are the most-researched segment across all customer channels. Going by relative F&I traffic, Lund Boat Co. and Lowe Ind. saw healthy yearover-year increases, while Tracker Marine saw less activity.
Bottom Line: PWC and pontoons can keep your (dealer) ship afloat if you are waterway adjacent and outside the shadow of Bass Pro shop!
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The highly charged eBike scene in California finally reached “Ride. Drive. Demo Everything!” Formerly known as the Electrify Expo, Demo Days charged into 2026 season on June 27-28, 2026. In addition to shifting its focus from EVexclusivity to the more broad-based appeal of demo days, the series kick-off moved its season debut in the legendary Rose Bowl in Pasadena. Demo Days runs through multiple metro centers before wrapping up in San Diego, December 12-13. Stay tuned for the full story in the next issue or find out what all the buzz is about at: demodaysfestival.com
Volara Motorsports Group, an Austin-based holding company, has picked up electric mobility pioneer Monday Motorbikes. The addition of Monday Motorbikes further diversifies Volara’s portfolio and establishes a new vertical in urban and recreational electric mobility, according to Christian Okonsky, Founder & CEO, Volara Motorsports Group.
“Monday Motorbikes is exactly the type of brand we built Volara to acquire — authentic, design-forward and operating in a category with enormous long-term potential,” claims
Okonsky. “Electric mobility is not a trend; it is the future of how people move through cities and enjoy the open road. We are proud to welcome the Monday team and their community into the Volara family, and we are committed to providing the resources and support they need to reach their full potential.”
According to Okonsky, Monday has built a devoted following for its range of electric bikes spanning entry-level micro e-bikes to moped-class electric two-wheelers. Under Volara’s ownership, Monday Motorbikes will gain access to expanded operational infrastructure, capital resources, full marketing execution and global distribution capabilities that have driven growth across the company’s broader brand portfolio. The brand will operate as an independent subsidiary, preserving the design identity and community ethos that define its appeal.
“The acquisition of Monday Motorbikes represents Volara’s first move into the electric two-wheel segment, complementing its existing portfolio of performance automotive, motorsports, and off-road brands,” claims the ex-Volcom exec. “With consumer demand for electric mobility accelerating across urban and recreational markets, Volara views Monday Motorbikes as a high-growth platform with a significant runway for product expansion and international distribution.”
Volara Motorsports Group is a holding company focused on acquiring and scaling enthusiast-driven brands across motorsports, performance, cycling, and lifestyle sectors. Through strategic capital, operational expertise, and centralized financial and marketing leadership, Volara partners with companies to drive sustainable growth while preserving brand heritage and identity. The company is committed to building a portfolio of enduring brands that deliver long-term value: www.volaramotorsports.com
Yamazuki Violates CPSC Consent Decree Sold Online via Amazon.com and Walmart.com from October 2025 through December 2025 for between $500 and $600, the Yamazuki XW-A17 Electric Youth All-Terrain Vehicle
pose a risk of serious injury or death from crash according to the U.S. Consumer Product Safety Commission Bulletin:
“The recalled youth ATVs violate the mandatory safety standard for ATVs because they are missing brake lights, reducing visibility of the youth ATV to other vehicles, posing a deadly crash hazard…” This recall involves XWA17 Electric Youth ATVs sold under brand names including Sunderwell in blue, green, orange and pink. “Model:XW-A17” is printed on the identification plate located on the front left side of the frame column. “Yamazuki, Inc. certifies that this ATV complies with ANSI/SVIA 1-2023 Standard. “This ATV is subject to the Yamazuki, Inc. ATV Action Plan filed with and approved by the U.S. Consumer Product Safety Commission” is also printed on the identification plate.
Recall Date: June 25, 2026. Rather than touching this third rail, Dealers should refer customers directly to Yamazuki. Consumers can Contact Yamazuki at 626-4206433 from 9 a.m. to 5 p.m. PT Monday through Friday, email at info@yamazukipowerports.com, or online at: yamazukipowersports.com/pages/recall or yamazukipowersports.com and click “Recall” at the top of the page for more information.
Manufacturer(s):
Yongkang Ruihe Metal Products Co. Ltd., of China Importer(s): Yamazuki Inc., of Ontario, California
What started as a way to boost acceptance of electric motorcycles, Erzbergrodeo evolved into something much more significant in 2026. More than 500 riders started the world’s toughest enduro… 15 finished. For 30 years, riders have travelled to Austria’s Iron Giant to test themselves against one of the toughest challenges in motorsport. Stark Future proved its point, sweeping the REMUS Rocket Ride Hill Climb, placing three riders inside the Prologue top 10 and finishing the world’s toughest one-day hard enduro with two riders inside the overall top 12.
The REMUS Rocket Ride is one of the most iconic hill climbs in off-road racing… Stark VARG dominated from start to finish, sweeping the top 4 positions. Racing Director Sébastien Tortelli took victory after winning every qualifying heat and securing the holeshot in the final. Marc Sans finished
second, David Herbreteau third, and Austrian guest rider Ossi Reisinger fourth. “Winning the Rocket Ride was special, but what made me most proud was seeing the entire team perform,” said Tortelli from the top of the podium. “We came here to compete, not to participate. To leave Erzberg with a victory, a complete Rocket Ride podium, multiple top-ten Prologue performances and two riders inside the top 12 of the main race shows how far this program has come.”
Stark stresses this was not an exhibition or EV-only class. The VARG competed against a field packed with factorysupported internal combustion machinery, David Herbreteau finished 6th overall, Marc Sans 7th, and Sébastien Tortelli secured a top-five result on Day One. Joining in the historic Stark run at the Iron Giant was American racer Cooper Abbott “Erzberg is unlike anything else,” Abbott added. “The mountain keeps asking questions all day, and you just have to keep finding answers. To finish the race and bring another VARG to the line is a strong result for the team, and something we can keep building from.”
“After six years at Zero Motorcycles Inc., it’s time to close this chapter. Started on social. Ended up owning global marketing automation. In between, a bit of everything.” says hard charging EV exec Patrick Flynn. “Worked with influencers and press, and found ways to get riders to share and participate. Spent time on the road at The One Show, Touratech Rally and Get On! Adventure Fest running demos and leading rides. Worked through two CRM migrations and built lifecycle journeys for prospects, owners and dealers. Eventually led a global strategy for marketing automation across regions. Spent time with the EMEA team in the Netherlands. Got pulled into product launches behind the lens and in front of it. Saw the brand from just about every angle… Somewhere in there, I lined up on a DSR/X at the Biltwell 100 and took first in class. Mostly though, it was the people. Worked with some of the best in the game and built friendships that will last…
“Appreciated every mile.”
Now Flynn has leveled up. “A little overdue,” he admits, “but I’m excited to finally share that I’ve joined Bonnell as Director of Marketing. I’ve always gravitated toward aspirational brands. The kind where the product matters, the community cares, and the people behind it are obsessed with getting it right. Over the last several weeks, I’ve had the chance to get under the hood at Bonnell, and it’s been easy to see why so many people are excited about what’s coming. I jumped straight into a major content shoot in the Colorado backcountry, spending long days with the team bringing upcoming projects to life”
Great people. Serious passion. Ambitious plans. Plenty of work ahead…
LiveWire Group, Inc. officially announced the start of production for the S4 Honcho Trail and S4 Honcho Street, on June 9, 2026. This mars a major milestone in the company’s next phase of global growth, claimed LiveWire CEO Karim Donez. First unveiled as concepts at Harley-Davidson Homecoming in Milwaukee and EICMA in Milan, the S4 platform represents LiveWire’s strategic expansion into lightweight, more accessible electric motorcycles built to meet accelerating global demand.
“S4 Honcho is about opening up electric riding to a much broader audience,” Donnez added. “It’s lightweight, approachable, and built to be used — whether you’re new to riding or just looking for something more fun and flexible day to day. The S4 Honcho platform brings the core advantages of electric propulsion — instant torque, simplicity, and low operating cost — into a compact, highly approachable package. Designed for urban mobility, outdoor exploration, and everyday versatility, Honcho targets new riders, commuters, RV travelers, and adventure-minded consumers.”
Both Trail and Street models are 125cc-equivalent mini-motos, qualifying for A1 licenses in Europe and the U.K., as well as standard motorcycle endorsements in the U.S. Doonez believes this will significantly expand LiveWire’s global addressable market.
The S4 Honcho platform is produced by KYMCO, leveraging global manufacturing expertise alongside Harley-Davidson’s established international dealer network. These partnerships support scalability, efficiency, and expanded global reach — key enablers of LiveWire’s long-term growth strategy. Production is now underway with the first units expected to arrive at authorized LiveWire retail locations later this summer and broader global availability continuing throughout 2026.
By David Gatti
You paid for it. You launched it. You even told your customers about it…
But right now, while you’re reading this, riders in your area are searching online for exactly what you sell — and your website is nowhere to be found. Not on page one. Not on page two. Nowhere.
Your website isn’t working. It’s taking a dirt nap… And there’s a good chance the reason is something called “NAP.”
NAP stands for Name, Address, and Phone Number — the three pieces of information that identify your dealership across the Internet.
NAP — Name, Address, and Phone Number — is the foundation of your dealership’s entire online identity.
That’s it. Sounds almost too simple to matter, right?
But here’s the thing. Google is constantly crawling hundreds of websites, directories, and listing platforms — cross-referencing your dealership’s information
everywhere it appears online. Google Business Profile. Yelp. Facebook. Manufacturer dealer locators. Industry directories. It’s checking one against the other, over and over, asking one simple question:
Does this business’s information match up?
When it does, Google trusts you — and rewards you with visibility in local search results. When it doesn’t, Google gets confused, loses confidence in your listing, and quietly buries your website in the dirt.
That’s the dirt nap. And more dealerships are taking one than you’d think.
Picture this. Your website says Riverside Powersports. Your Google Business Profile says Riverside Power Sports LLC. Your manufacturer’s dealer locator still has your old address from three years ago when you moved across town. And that old phone number from before you switched providers? It’s still floating around on half a dozen directories nobody has touched in years.
To you, that’s obviously the same dealership.
To Google, that looks like several different businesses — none of which it can confidently verify. So when a rider nearby searches “motorcycle dealer near me” or “Can-Am dealer open Saturday,” Google serves up your competitor instead. The one with clean, consistent NAP data across the web.
“Your website is laying in the dirt while your competitor rides right past you.”
Your website is laying in the dirt while your competitor rides right past you. And here’s what makes it sting even more — that rider who couldn’t find you online didn’t give up on buying. They just bought somewhere else.
The OEM inventory plugin on your website may be the single biggest hidden threat to your local search rankings. Here’s the one that will make you stop and look twice at your own website:
“To a customer it looks completely seamless. To Google, that content belongs to someone else’s domain, not yours.”
Most dealerships use OEM-provided plugins to power their new unit search and model inventory pages. A customer lands on your website, clicks “Search New Inventory” and a sleek unit search experience loads right there on your page. Looks great. Works fine. Customers use it every day…
But look a little closer at what Google actually sees.
Many of these OEM inventory tools are built on manufacturer dependent URLs — where your inventory search page looks like it lives on your website but is actually pulling content from an OEM platform domain or a third party system baked into your site. To a customer it looks completely seamless. To Google, that content belongs to someone else’s domain, not yours. No local NAP signal. No credit for your dealership.
Others are delivered as iframes — essentially a window that loads content from the manufacturer’s platform directly into your page. Google’s ability to read and index content inside an iframe is extremely limited. Which means that page on your website that gets the most customer traffic — your new unit search — may be delivering almost zero local SEO value back to your dealership.
But the problem doesn’t stop at the technical level. Look at the visual experience those plugins deliver.
In many cases the OEM inventory search looks and feels overwhelmingly like the manufacturer’s own website. OEM colors. OEM typography. OEM photography. Generic manufacturer branding dominating every page. Your dealership name might appear in a small header or tucked into a corner — if it appears clearly at all.
What’s worse, sometimes the dealer branding inside the plugin is just plain wrong. A dealership that rebranded two years ago still showing its old name inside the OEM inventory tool. A dealer group whose new location was set up in a hurry with the wrong store name populated in the plugin settings. An acquisition where the previous owner’s branding is still baked into the system nobody thought to update.
So your customer is on what they think is your website, looking at what feels like the manufacturer’s website, with your name either barely visible or incorrectly displayed. That is a trust problem and a conversion problem on top of the NAP problem. Google is crawling your most important page and finding OEM branding, OEM meta tags, content it can’t fully read, and NAP signals that either belong to the manufacturer or don’t match your dealership’s information anywhere else on the web.
That page isn’t helping your website get found. It’s helping it stay in the dirt.
Your OEM’s dealer locator is one of the most powerful sources of traffic and credibility your dealership has online. When a rider goes to a manufacturer’s website looking for a local dealer, that locator is sending them — and Google — a signal about who you are and where you are. The problem is that OEM dealer locator data is frequently wrong.
Dealerships move. Phone numbers change. Ownership transfers happen. And manufacturer databases don’t always keep up. In fact they are often surprisingly slow to reflect changes that dealers submitted months ago. Meanwhile that outdated information is sitting on a high authority website — the manufacturer’s own domain — telling Google something different than what your website says.
OEM dealer locator data is frequently wrong — and it is hurting your search rankings every single day. Here’s where it gets frustrating, because this part is often completely out of your hands.
“It’s not your fault the data is wrong. But it is your problem.”
That contradiction hurts you. Google sees the OEM listing as a credible source. When it conflicts with your own website data, it creates exactly the kind of NAP inconsistency that pushes your site down in local search rankings.
The fix? Don’t assume your OEM has it right. Go check right now. Pull up every manufacturer’s dealer locator for every brand you carry and verify your Name, Address, and Phone Number are current and correct. If something is wrong, get on the phone with your dealer relations contact and get it fixed in writing.
Then follow up. And follow up again. It’s not your fault the data is wrong. But it is your problem.
Running Multiple Rooftops? Your NAP Problem Just Multiplied If you operate more than one location, everything we’ve talked about just got significantly more complicated.
Multi-rooftop dealer groups face a NAP challenge that single location dealers don’t — because every location needs its own clean, distinct, consistent NAP across every platform, every directory, and every OEM dealer locator. And every one of those OEM inventory plugins needs to be correctly branded and configured for each specific location.
That means if you run three stores, you’re managing three Google Business Profiles, three sets of directory listings, three sets of OEM locator entries — and three sets of plugin configurations that need to display the right store name, address, and phone number for each location.
Here’s where groups get tripped up. When a second or third location opens, the focus is on getting the doors open, the staff hired, and the inventory moving. Updating directory listings, syncing NAP data, and auditing OEM plugin configurations across the web is nobody’s priority in those first few months. Which
means the new store launches with incomplete or inconsistent listings — and that problem quietly compounds over time…
And it gets messier. Dealer groups often share phone numbers, use a central marketing email, or list a corporate address alongside individual store addresses. Each of those shortcuts creates NAP confusion that hurts individual location rankings. The riders searching near your Riverside store aren’t finding your Riverside listing — they’re finding a confused tangle of corporate and location data that Google can’t make sense of. So they find someone else.
For multi-rooftop groups, NAP management isn’t a one-time cleanup. It’s an ongoing operational discipline that needs to be owned by someone specific — whether that’s in-house marketing or an outside agency that knows what they’re doing.
The good news is this is fixable. Here’s where to start:
Audit your listings. Search your dealership name across Google, Yelp, Facebook, every OEM dealer locator for every brand you carry, and any industry directories you’re listed in. Look for variations in your name, old addresses, and outdated phone numbers. Even small differences matter to Google — “St.” versus “Street,” a missing suite number, an old phone number still attached to a listing. Write down every inconsistency you find. The list may surprise you.
Lock down your Google Business Profile first. If you haven’t claimed it and fully optimized it, stop reading and go do that today. It is the single most important NAP asset your dealership has online.
Audit your OEM inventory plugins. Pull up your new unit search pages and look at them critically. Is your dealership name correct? Is your branding clearly visible or is the manufacturer’s brand running the show? Ask your website provider or OEM platform contact how the inventory tool is delivered — iframe, external URL, or native integration — and what NAP and meta tag data it is passing to Google. If the answers are vague, that is a problem worth pushing on hard.
Tackle your OEM locators. Contact your dealer relations representative for every brand you carry. Verify your listing data is current and correct. Get confirmation in writing and check back to verify the changes were actually made. Don’t assume. Verify.
Go wider across the web. Tools like BrightLocal, Moz Local, and Yext can help you find and manage your listings across dozens of platforms at once, identifying inconsistencies and pushing corrected data out simultaneously. For multi-rooftop groups especially, this kind of tool is a necessity not a luxury.
Make NAP hygiene a permanent habit. Build a simple checklist for any time something changes at your dealership — a new phone number, a new location, a rebrand, a new brand added to your lineup. Every change triggers a full listing and plugin audit. Every time. Because that trail of outdated information doesn’t clean itself up, and every day it sits out there it is costing you customers you never knew you lost.
“Your website should be your hardest working salesperson — open 24 hours a day, seven days a week, pulling in riders who are ready to buy.”
Your website should be your hardest working salesperson — open 24 hours a day, seven days a week, pulling in riders who are ready to buy. But if your NAP is inconsistent, your OEM inventory plugin is running the manufacturer’s brand instead of yours, your OEM locators are showing wrong information, and your multiple locations are creating confusion across the web — your website isn’t selling anything.
It’s just taking a dirt nap.
Time to pick it up, dust it off, and get it back on the road
By Don Amador
Forget Big Foot, there was a new creature spotted in the woods this fire season: Donsquatch! The official OHV wildfire prevention and post-fire recovery mascot for Quiet Warrior Racing LLC. made his debut during the 2026 National OHV Safety Week that ran June 13 – 21. His message is designed to remind the motorized recreation community to help prevent wildfires from destroying natural, cultural and recreation resources.
As summer temperatures rise across the West and fire danger increases on our public lands, Donsquatch wants to remind riders that protecting our riding opportunities starts with each of us. Wildfires are no longer isolated seasonal events. Across California and the Pacific Northwest, repeated megafires have damaged trail systems, destroyed recreation infrastructure, impacted
wildlife habitat and stretched the capacity of firefighters and land managers to keep up with recovery efforts. The good news is that the OHV community can play an important role in preventing human-caused fires and helping keep our public lands open for future generations.
One of the most important wildfire prevention tools for OHV users is ensuring your motorcycle, ATV, UTV, Jeep or 4x4 is equipped with a properly functioning spark arrestor. The USDA Forest Service specifically requires spark arrestors that meet Forest Service standards for OHV operations in fire-prone environments because hot carbon particles expelled from exhaust systems can ignite dry vegetation under the right conditions. The Forest Service Wildland Fire OHV Standard repeatedly identifies spark arrestors as mandatory safety equipment for wildfire operations and public land vehicle use.
Donsquatch also reminds riders to inspect vehicles before every ride. Dry grass and pine needles can accumulate near exhaust systems, skid plates, brakes and engine compartments where heat can create ignition risks. Carrying a small fire extinguisher, shovel, and basic emergency gear is becoming increasingly important during peak fire season. Riders should also avoid parking vehicles in tall dry grass and should never idle vehicles unnecessarily during extreme heat events.
Responsible riding behavior matters too. Stay on designated routes, obey seasonal closures, and respect emergency fire restrictions. Land managers often implement temporary closures not to punish recreation users, but to reduce ignition risks and allow firefighters safe access during critical fire conditions. Ignoring closures or driving around barriers not only damages natural resources but can jeopardize future access for everyone.
Another growing concern involves overloaded or improperly modified OHVs operating in rugged terrain during extreme summer conditions. The Forest Service OHV safety guidance emphasizes the importance of proper vehicle maintenance, safe modifications, adequate cooling systems, and compliance with manufacturer recommendations to reduce breakdowns and operational hazards in wildfire environments. Many riders take pride in customizing their rigs, but safety and reliability should always come first when operating on public lands during fire season.
Donsquatch also encourages the OHV community to support local volunteer trail crews, post-fire recovery projects, and stewardship partnerships with agencies and nonprofits. Across the West, volunteers and recreation groups are helping reopen trails, repair damaged infrastructure, remove hazard trees, restore watersheds, and educate the public about sustainable recreation. Those partnerships are becoming increasingly important as agencies struggle with staffing shortages, deferred maintenance, and the growing pace and scale of wildfire impacts.
The bottom line is simple: every rider has a role to play in protecting the lands we love. Responsible OHV use, proper equipment, wildfire awareness, and good stewardship are no longer optional — they are essential to keeping trails open and helping forests recover.
Donsquatch likes to say: “We Ride. We Care. We Restore.” And together, we help protect our forests, our trails, and the future of responsible OHV recreation.
Don Amador has been in the trail advocacy and recreation management profession for 35 years. Don is President of Quiet Warrior Racing LLC. Don serves as the Western States Representative for the Motorcycle Industry Council. Don is Past President/CEO and current board member of the Post Wildfire OHV Recovery Alliance. Don is a CoFounder and Core-Team member of FireScape Mendocino, a forest health collaborative that is part of the National Fire Learning Network. Don served as an AD Driver for the Forest Service North Zone Fire Cache during the 2022, 2023, and 2024 Fire Seasons. Don is a Northern California native and writes from his home in Cottonwood, CA.
“You meet the nicest people on a Honda.”
“Let the good times roll.”
“Our CEO is more motorcycle-y than your CEO.”
By Michael Maledon
In the early 1960s, American motorcycling had a major image problem. Fueled by movies like Marlon Brando’s The Wild One, the public viewed it as a dangerous subculture for outlaws and speed demons. Honda, and later Kawasaki, helped rewrite that narrative through iconic advertising campaigns convincing a new generation that the “nicest people” are still out there, waiting to “let the good times roll.”
Decades later, that spirit of industry-wide invitation feels entirely absent from modern marketing. Compare those classic campaigns to the recent political attack ad style campaign by Indian Motorcycle mocking Harley-Davidson, in part because of its new
CEO’s non-motorcycle background. Political attack ads can be effective in the short term because it is easier to make voters dislike the other candidate than it is to persuade them to support your own. The problem is that they frequently leave voters feeling more cynical about politics generally. The motorcycle industry should be careful not to make the same mistake.
This column is not really about how Indian chooses to compete against Harley-Davidson. The larger issue is that the motorcycle industry is once again facing an identity challenge. Ridership has hit a demographic wall. The median age of motorcycle owners continues to climb, while younger generations are largely sitting on the sidelines. If we want to bridge that gap, the industry needs to find ways to build community around motorcycling and make the next generation feel welcome.
Before I go any further, let me be clear that I have no objection to competition. Healthy competition between strong brands often makes both brands better. Ford and Chevrolet have been taking shots at each other for more than a century, but their rivalries were always fought on the showroom floor — debating muscle, reliability and design to push both manufacturers forward. But cars are a cultural given. Motorcycles are not.
Right now, less than five percent of Americans ride motorcycles. The other ninety-five percent are not deciding between brands. They are deciding whether to ride at all. To many, motorcycle culture can seem intimidating or even unwelcoming. In my youth, you couldn’t pay me enough money to enter a bar lined with motorcycles outside and packed with guys in leather jackets and tattoos. But once I became exposed to the culture, I found it to be an extremely welcoming community.
This generation is full of potential riders who won’t take the first step. They worry about showing up on the “wrong” brand, riding “too small” of a bike, or not fitting in. If we want this industry to thrive, those of us who promote it should be focused on making everyone feel welcome, not dividing riders by politics, demographics, or background.
The good news is that most dealerships and riders understand this. When I attend bike nights, I see a diverse group of riders. Experienced riders encourage new riders, no matter the brand or size of engine. Dealerships become gathering places for riders regardless of what they ride. They host events, group rides, training classes, charity rides, and customer appreciation gatherings. They understand that growing the number of riders is more important than just winning a single transaction.
From what I have seen, aside from a few paid social media influencers, the people cheering for the Indian ad were not riders. At least not riders interested in building community. Critics recognized that the campaign was aimed at dividing a community that should be expanding. My friend, Helen Trickey, a new rider herself, summed it up well:
”You surely can’t be a growth industry by selling the same things to the same people. The world I wanted to be in, when I got on my first bike three years ago, celebrated people on motorcycles. It wasn’t a closing of the ranks because someone doesn’t come from the right background. The future of motorcycling depends on attracting more riders. We need more people on bikes, not a load more reasons to tell them no.”
The future of our industry will be determined by whether we create a culture that welcomes the next generation of riders. Let’s get back to the values of camaraderie, respect and a shared love for riding.
The industry does not need more gatekeepers. It needs more ambassadors.
”You surely can’t be a growth industry by selling the same things to the same people. The world I wanted to be in, when I got on my first bike three years ago, celebrated people on motorcycles. It wasn’t a closing of the ranks because someone doesn’t come from the right background. The future of motorcycling depends on attracting more riders. We need more people on bikes, not a load more reasons to tell them no.”
Michael Maledon is the President of Elway Powersports, where he has led the company’s expansion to five rooftops representing 19 leading franchises since launching the venture in 2021. He joined the Elway Dealership Group as a partner in 2017 after serving as a senior executive with the Van Tuyl Group, then the nation’s largest privately owned auto retailer with more than 100 franchises. Before his tenure at Van Tuyl, Michael practiced law specializing in mergers and acquisitions. His career also includes investment and advisory roles in several automotive technology ventures, and in 2014 he was recognized as a semifinalist for the Ernst & Young Entrepreneur of the Year Award. Michael earned a business degree from the University of Arizona and graduated with top honors from the University of Notre Dame Law School.
By Marq C. Smith
We all have problems with the OEMs, insurance companies, the Government, losing riding areas to development, the Government (there is a trend here), online stores supported by our P&A suppliers, floor plan costs that are quickly rising; and did I mention the Government?
The recent FTC witch hunt vs. car dealers had the added unintended consequence of the Government lumping in powersports. OEMs have added surcharges onto their shipments, while dealers have offset razor thin margins with freight, PDI and doc fees to keep the bottom lines above water. But with the Government here to help, we are all under the microscope and this has affected all of our bottom lines.
As a dealer, how are you supposed to make quotes when you do not know the cost of an item? While we are at it, what about franchise laws that allow your OEM to open another dealership blocks from your shop? I could go on forever. And I’m sure that many of you have your own pet peeves that you’d love to concentrate on.
At dealer meetings, we all sit around the bar moaning about this and whining about that, but 90% of us do nothing about it. Do we talk to our local governments about these problems? Do we write letters to congressmen, or senators, or governors? I’ll bet that almost no dealer principals have done any of that.
We, as dealerships, need a voice that will approach local, or national governments to voice our concerns. The National Powersports Dealer Association (NPDA) has 400 to 500 dealerships, but considering that there
are over 7,000 dealerships in the US, there should definitely be a much larger membership.
Here in Canada we’ve been attempting to get a dealer association going for more than 20 years. While we finally have an Executive Director who is a fireball, we cannot seem to get the traction we need to make it a ubiquitous organization that every dealership wants to join.
I hear excuses like “Well, it doesn’t do any good anyway.”
It becomes a self-fulfilling prophecy… Especially when you don’t even try.
“I’m too busy!”
How busy will you be if you start to lose business and profits because of the above noted problems?
I’ve even had dealer principals say, “Well, you just speak for me!” Great; but without actual membership, me alone talking to anyone about any of our concerns means almost nothing. Dealers need a voice, and it helps to be able to say to local, state, or national leaders that you represent members who have sales of several billion dollars. Instead of 5 dealerships who might sell 20 or 30 million.
Employment figures, sales numbers, and dollar amounts of product sold gets politicians’ attention. Bitching to each other at the bar… not so much.
I know that motorcycle principals tend to be loners, and are often just trying to get ahead of other local shops, but if we all work together, we can be a force to be reckoned with.
The NPDA is an organization that we have needed for decades, yet I believe that we, as dealers, are not realizing the possibilities of a country wide dealer voice, and are definitely not joining in enough numbers to present a strong unified voice. Less than 10% of us are taking advantage of an organization that has access to the “Halls of Power,” and can turn influence into action in our favor.
An organization like this, who can have a very large voice that our suppliers and representatives should be something that ALL of us would want to be part of. Yet, only 400 to 500 of us see the value?
By now — five years in — the NPDA should have 4000 to 5000 members. There is absolutely no reason not to join. None. It’s not expensive, and the value for the membership relative to the fees are astronomical. And it’s tax deductible!
You are either part of the problem or you are part of the solution.
Which one would you rather be?
It’s all about numbers, and a focused voice that can be raised on our behalf. It behooves us to belong to not only state organizations, but also the NPDA, which is an organization that can speak for all of us…
But only if you join.
Marq C. Smith has been involved in motorcycles since he was 17 years old. He worked for Canadian Harley-Davidson importer Trev Deeley as well as being the dealer principal for his dealership Western Powersports (not to be confused with the American Distributor Western Power Sports) for 21 years. He currently works at Holeshot Motorsports, in Langley, British Columbia, Canada. He taught rider safety courses for 10 years, and still is involved in making sure new riders get proper training. When he is not working in a dealership, he tours all over North America by motorcycle. He does plenty of dirtbiking and ATV riding as well. Famous Last Words: “I know you believe you understand what you think I said, but I’m not sure you realize that what you heard is not what I meant.”
For the past 56 years, the faithful have been flocking to the Orange County Fairgrounds for their weekly Speedway fix! Alcohol fueled (bikes and some spectators), 500cc and no brakes is a recipe for a good time. And despite the freewheeling action in Costa Mesa Speedway’s bull ring, the event has been family friendly since the beginning. Dealernews staff were regulars in the magazine’s formative years and our editor was there unattended in the pits every weekend that first season in 1969! Some things never change.
Speedway traditions like the evening program beginning with all the racers walking the track and high-fiving kids of all ages hanging over the crash wall, the flag salute, singing of the national anthem and an invocation to the non-stop action with a race every 3 minutes and paced by legendary announcers like Larry Huffman, Bruce Flanders and now Terry “Ike” Clanton means there is never a dull moment. Include the cast of characters in Larry’s Lounge, Mean Gene dancing down in Turn 1 “More Beer! More Red Snapper!” Live bands and you are in for a wild night.
Even the track itself is uniquely part of the lore: Costa Mesa Speedway is a 185-yard oval on the pole, just 1/10 of a mile long. The track surface consists of a clay base with decomposed granite. This dirt combination can support the wheel spin and develop a “blue groove” for total traction on the race line simultaneously.
The season starts with the Jack Milne Cup in early April and wraps up with the United States National Speedway Championship in October and then throw in hardcore bikers on Harley Nights, pro motocrossers and desert racers on Knobby Nights, and unpredictable Junior Speedway Racers… you get one hell of a show!
Speaking of the tradition and the showmanship, Speedway’s family tree doesn’t fork much! Back In 1967 Harry Oxley went to work for Jack Milne, owner of a motorcycle shop on Colorado Blvd in Pasadena, CA. In the late 1960s, Harry Oxley and Jack Milne (1937 World Speedway champion) promoted speedway events in Van Nuys until they ultimately found what they were looking for at Costa Mesa. “He’s the godfather of speedway,” Brad Oxley says of his father. “He’s the one that has made all that is here at the Costa Mesa Speedway possible.” Brad Oxley (2X National Champion) followed in his father’s footsteps and is the current event promoter at Costa Mesa Speedway with his wife Jaleen Oxley.
Local dealerships have sponsored riders and had displays at the track since the beginning. Most recently Junior from Lifestyle Cycles — one of the nation’s largest independent pre-owned Harley Davidson dealerships — has made Speedway the shop’s home away from home every summer. Turnabout is fair play and Lifestyle just hosted Brad Oxley on their new podcast: www.youtube.com/watch?v=BA8_rKQq1Gs
By William Douglas Little; Two Old Guys Racing, LLC
You know what stinks? COVID stole my sense of smell. I haven’t smelled so much as a dog’s wind break in months.
Now, I’m not complaining about my inability to smell dog flatulence. We have 7 Great Danes so that’s probably the only good part of losing the sense of smell. However you really don’t realize how important smell is… until you don’t have it.
I think the thing that stands out the most is how much a person’s sense of smell is tied to memories. Case in point, following the AIMExpo, I was excited about the commitment from our new friends at ELF, who agreed to provide us with race fuel. When I was racing 25 years ago, I could only dream of running race gas. Despite owning a multi-line dealership, I was young and had my first kid on the way, so 93 octane pump gas was the best that my bikes ever got.
In fact, I hadn’t run race fuel since my teenage years — 1988, to be exact — which was arguably the hay day of my racing career. (I broke my back the next year and didn’t race for 9 years to follow). And so, every time I smelled race gas over
the years since, it’s taken me right back to those carefree days of excitement, the bike in the back of my pickup and driving from race to race; every possibility in the world ahead of me.
Fast-forward several months into my return, again separated from the sport I love by injury, as I’ve ridden two-laps at two rounds of my State’s Series to stay in the hunt and hung around the pits to cheer Mark on, I’m noticing that something important is missing … I can’t smell the race fuel.
I have to admit, I was looking forward to being mentally transported back to my youth each time I lined up, but at least I’m not smelling the dog farts.
Speaking of sponsors, Mark and I have been extremely fortunate to return to the sport with some unbelievable support from some of the key companies in our industry. As I mentioned, ELF supplied us with race fuel and oil for the bikes, which — even if I can’t smell it — is running great in the Beta RX 450s.
And, while I’m personally not racing out front as the new ACL takes hold, I definitely look like I should be with the flashy new Answer Race Gear that I’m wearing! (Thankfully Mark is making the gear look good!)
We’ve been wearing the Just1 helmets proudly and, in all of my years of riding and racing, I’ve never felt more confident about a kid than with these lightweight, great-looking helmets! (Coming from a guy with over 30 concussions - 9 of them with ER trips and now I get concussed so easily that I can sneeze myself into confusion, this claim means a lot!)
But it doesn’t stop there … the Beta bikes we’re riding were so impressive that Mark brought them into his dealership.
And, while I’m giving these shout-outs to sponsors, I’d be crazy not to talk about the supporters who’ve been pushing us on, even if they’re not among the moto elite. WrecKing.com is the St. Louis-based demolition and construction company owned by a good friend of mine who has supplied us with excavators, dump trucks and other heavy equipment to build our 1.6-mile-long practice track.
And, considering my back and other issues, we’d be cut short without the support, (and X-Rays), from Hill Chiropractic — a local chiropractor who is an absolute genius and has, this far, been keeping my back and neck aligned.
Missouri Possum Radio on iHeartRadio is my creation, owned and operated by my Good friend, Jim Bartle, who’s been supporting us with promotion, as well as banners, graphics and other stuff through his other company, Sullivan Printing.
The bike graphics and sponsor logos look amazing, thanks to the talent and great product from Top Secret Designs, who has not only supplied us with tough graphics, but also with tips and advice, as a successful racer himself.
As for Two Old Guys Racing, Mark is chasing his initial goal of making it to Loretta Lynn’s. He raced an Area Qualifier and is now getting ready for our Regional. Still healthy, he’s also currently 4th in the CoalTrain Energy Missouri State Motocross Championship Series standings with 49 points after 3 Rounds.
Of course, my hopes for a National presence went out the window with that crash at the first Area Qualifier, but, through some painful riding on a destroyed knee and some really good luck, I’m happy to say that I’m sitting in 5th for our State Series with 26 points after missing only one of the first three rounds! (Thankfully the guys who were ahead of me didn’t make it to round 3).
And, as if that’s not impressive enough, I’m sitting one point ahead of my buddy Guy Cooper! (Of course, he only planned to race a single round of our series with us and he went 1-1 at that round, but still, when else will I ever be able to say that I’m leading Guy Cooper in a championship series?!)
Mark is in the hunt, I’m on the mend and even though I can’t smell the race gas, I can definitely smell some good things coming!
EDITOR’S NOTE:
Once and future Top 100 Dealer Bill Little is back in the saddle, both as a dealer and a racer. Given his perspective on the industry and unique skill set (think Mayhem from the insurance commercials), coinciding with midlife crisis and illadvised goal of making the field at Loretta Lynn’s while going back to work in a dealership we decided to chronicle the misadventures of www.2OGRacing.com (Two Old Guys Racing) and their quest for the holy grail... What could possibly go wrong?
By Tammy Kidd
Michael Wayne Kidd, 72, of Jacksboro, TX, passed peacefully among his family at his home on May 7, 2026. Born July 20, 1953, in Fort Worth, TX, Mike’s passion for racing began early. At age 11, he won a national title racing quarter midgets, and by 13 he was racing motorcycles, quickly earning numerous Texas championships.
In 1972, Mike turned professional, finishing second in his rookie race at the Astrodome. In 1974, he claimed his first Grand National victory riding Triumph at the Charity Newsies in Columbus, OH. In 1975, he won the Race of Champions, a made-for-TV on ABC. He went on to achieve 12 AMA Grand National race wins, earned a major sponsorship with the US Army, and became Winston Series Grand National Champion in 1981. He was inducted into the AMA Hall of Fame in 1998 and the Hot Shoe Hall of Fame in 2023.
Mike retired from professional racing after the 1983 season, but his influence on the sport only grew. He was named AMA Promoter of the Year in 1984, opened and operated Boyd Raceway in Texas (1983–1990), and created the AMA
National Arenacross Series in 1985 and the Scramblecross Series (2016-2018). Over his lifetime, he promoted more than 1,000 amateur and professional racing events, selling more than 2 million tickets. In 1995, he helped establish AYRA, the largest Youth Rodeo Association in the country, and supported his daughter Tammy in founding Wild West Promotions, now one of the top barrel racing producers. Mike and his wife purchased the Jacksboro Country Club in 2016, enjoying it together until 2023.
Mike cherished golf, and most of all, the time he spent with his children and grandchildren. He is survived by his loving wife of 52 years, Sandra Crow Kidd; children Tammy Kidd and Randy Kidd and spouse Julie Kidd; grandchildren Taylor Coward, Jaycee Kidd, and Bailee Kidd; great-grandchild Jasper Barrow; and sibling Gary Kidd. He was preceded in death by his parents, Donovan Kidd and Vera Sands Kidd.
Special Message:
Mike lived life in the fast lane — on the track and off — but he always made time for family, laughter, and leaving a legacy that will inspire generations. His passion, dedication, and kindness were felt by everyone he met, and he leaves behind a world forever enriched by his energy, spirit and love for the sport he helped shape.
AMA Pro Racing joins the motorcycle racing community in mourning the passing of Mike Kidd, the 1981 AMA Grand National Champion, AMA Motorcycle Hall of Famer, race promoter, series builder and former AMA Pro Racing executive. Kidd was 72.
A native of Fort Worth, Texas, Kidd authored one of the most respected careers in American motorcycle racing, first as a rider who overcame repeated adversity to reach the sport’s highest level, and later as a promoter and executive who helped shape the future of flat track and indoor motorcycle racing.
Kidd turned professional in 1972 and quickly established himself among the elite riders of the Grand National era. His first AMA Grand National victory came at the 1974 Charity Newsies Half Mile in Columbus, Ohio, and he went on to collect 12 AMA national wins during his professional racing career.
His greatest competitive triumph came in 1981. Riding for the Lawwill/Roberts team, Kidd earned eight podium finishes and victories at the Ascot Park TT national and the Du Quoin Mile. The championship battle came down to the final race at Ascot Park, where Kidd finished second to secure the AMA Grand National Championship by five points over Gary Scott. After the 1981 title, Kidd joined Honda’s newly formed dirt track effort and played an important role in the development of machinery that would help power Honda riders to multiple Grand National Championships in the years that followed.
Kidd retired from professional racing after the 1983 season, but his influence on the sport only expanded. He was named AMA Promoter of the Year in 1984, built and operated Boyd Raceway in Texas, and created the AMA National Arenacross Series in 1985. He later worked as a vice president with Clear Channel Motor Sports and continued to shape motorcycle racing through event promotion, sponsorship development, and television initiatives.
Kidd also served the sport from within AMA Pro Racing, including leadership roles with AMA Pro Flat Track and later as AMA Pro Racing Director of Sales. Across those roles, he brought the same racer’s determination and promoter’s vision that defined his life in motorcycling. Inducted into the AMA Motorcycle Hall of Fame in 1998, Kidd leaves behind a legacy that reaches far beyond his 1981 Grand National Championship. He was a racer, promoter, innovator, salesman, and advocate whose work helped sustain and grow the uniquely American discipline of flat track racing.
AMA Pro Racing extends its deepest condolences to Kidd’s family, friends, former competitors, colleagues, and the many fans whose lives he touched.
The AMA Motorcycle Hall of Fame mourns the passing of Hall of Famer Mike Kidd, and extends its sincere condolences to his family and friends. He was 72.
The 1981 AMA Grand National Champion, Kidd’s racing career was defined by his perseverance in the face of much adversity. Beyond his chops as a racer, Kidd was a top promoter of AMA races in the 1980s and 1990s, and founded the AMA Arenacross Series in 1985.
Born in Fort Worth, Texas, in 1953, Kidd’s love for racing started on four wheels, not two, where he saw great success, winning a national title in his age category. By the time he was 13, Kidd found his true calling on a motorcycle, competing in local dirt track and motocross races.
In 1972, Kidd turned pro, falling just short of a debut victory at the Houston Astrodome — registering a second-place finish behind fellow rookie and future AMA Hall of Famer Kenny Roberts. In 1974, Kidd joined
Triumph’s factory racing team and earned his first AMA Grand National victory at the Columbus, Ohio, Half-Mile.
Seven years later, and after enduring much misfortune out of his control, Kidd reached the pinnacle of his craft, winning the 1981 AMA Grand National Championship. He did so in dramatic fashion, entering the final race of the season at the Ascot Half-Mile in Gardena, Calif., in a tie with fellow AMA Hall of Famer Gary Scott. Kidd finished second in the tiebreaking race, but since Scott registered only a fourth-place finish, Kidd took the championship by a mere five points.
Kidd retired from racing in 1983, tallying a total of 12 AMA Grand National wins alongside his iconic 1981 title. Kidd’s impact on the motorcycling community did not end there, however. In the 1980s and 1990s, Kidd became one of the leading promoters of AMA races in the country, going on to create the AMA Arenacross Series in 1985.
For his efforts as a racer and promoter, Kidd was inducted into the AMA Motorcycle Hall of Fame in 1998.
By Sergey Tokman
Itruly believe something is deeply wrong with modern society… and it’s not because younger generations are weak, broken, or hopeless. It is because many of them have been lied to since birth about what life truly is and what it was always supposed to be. They were taught to live through screens instead of experiences, validation instead of values, followers instead of friendships, and isolation instead of community. Somewhere along the way, staring down became more normal than looking around, and now we are watching an entire generation grow up more digitally connected than any generation in human history while simultaneously feeling more emotionally alone than ever before.
You can see it almost everywhere now once you start paying attention. Families sitting together at restaurants texting and scrolling while nobody speaks. Parents handing children iPads before they can even fully communicate with the people around them. Kids on road trips no longer staring out the window wondering
what exists beyond the next town, the next mountain, or the next adventure waiting somewhere down the road. Instead, their heads are down, their headphones are in, and their worlds exist almost entirely through screens. An entire generation is growing up consuming life instead of experiencing it.
Then social media entered the picture and poured gasoline on the fire. Judgment, validation, followers and the nonstop pressure to look perfect, act perfect, think perfect and somehow live up to standards that are completely unrealistic for real human beings. One wrong opinion can turn thousands of strangers against you overnight. One awkward moment can follow you forever online. One mistake can suddenly become your identity in the eyes of people hiding behind screens.
Instead of teaching younger generations confidence, individuality, and real-world connection, society slowly trained many of them to fear judgment, fear failure, fear rejection, and constantly seek approval from people they do not even know — and we wonder why suicide rates among teenagers continue to climb?
Then came COVID and whatever remaining connection many people still had to the real world was suddenly ripped apart almost overnight. Isolation. Fear. Distance. Masks. Schools separated. Sports canceled. Human interaction was treated like danger while news channels pumped fear into people around the clock and social media amplified panic every second of the day.
Politicians went on television telling families they could not gather during holidays while many of those same leaders were caught attending private parties, expensive dinners, and large gatherings themselves completely unmasked. Small businesses were labeled “nonessential” and shut down while massive corporations continued operating and profiting. People lost jobs over personal medical decisions and highly trained doctors, scientists, and professionals who questioned narratives were attacked, censored, discredited, or completely silenced.
Whether people agree or disagree with how everything was handled is almost beside the point now because an entire younger generation sat there watching fear, division, anxiety, isolation and distrust become normalized on a level most of us have never witnessed in our lifetime. Whether people want to admit it or not, that period changed people and most importantly the younger generations psychologically forever.
That is why I believe the powersports industry may be sitting on something much bigger than motorcycles, boats, ATVs, side-by-sides, or dirt bikes. It may be sitting on one of the last real sensory experiences left in modern society. And if the powersports industry completely f$&ks this up now by continuing to market the next generation the exact same way it marketed previous generations, it may never regain their attention again!
This younger generation has been conditioned to consume life in short emotional bursts where trends, influencers, opinions, and even identities change at the speed of the next viral reel. Their attention is constantly being pulled in a thousand different directions every single day. That means the companies that survive moving forward will not be the ones screaming the loudest about horsepower, rebates, or specifications. The companies that survive will be the ones that emotionally reconnect younger people back to real experiences, real adventure, real community and what it actually feels like to be alive outside of a screen.
Because the moment you throw a leg over a motorcycle, something changes. Your phone and the notifications disappear. Your brain wakes back up to the world around you. You feel the wind, smell the air, hear the engine, see the road, notice the trees, and feel the temperature change against your skin. The same thing happens on a boat, an ATV, a side-by-side, or anything that pulls people out of the digital world and throws them back into the real one. Sun. Water. Mud. Sand. Dust. Adrenaline. Laughter. Fear. Focus. Freedom.
Real people. Real experiences.
And maybe that is exactly what this younger generation is starving for without fully realizing it yet. They are starving for real life, real friendship, real adventure, real confidence, and real connection. That is where the powersports industry has a massive responsibility.
OEMs, dealerships, parts companies, gear companies, riding schools, event promoters and media platforms all need to understand something very clearly. If this industry keeps trying to reach the next generation with the same tired playbook, the same cold spec sheets, the same rebate ads, the same staged lifestyle commercials,
and the same corporate marketing language, it is going to lose them and not because the products are bad, but because the message is dead.
This generation needs an invitation back into the real world.
Show them what it feels like to belong. Show them learning without being judged. Show them fathers, mothers, sons, and daughters sharing something real. Show them friends around a campfire after a ride. Show them a kid on a dirt bike building confidence one mistake at a time. Show them a young woman finding freedom on two wheels. Show them veterans, bluecollar workers, business owners, families, and everyday people using powersports not to escape life, but to reconnect with it.
Maybe this is one of the last remaining places in modern society where people still feel something real.
This industry is no longer just about selling. It is about whether an entire generation will get a chance to actually experience freedom, adventure, friendship, risk, confidence, and real human connection outside of a screen. And if the powersports industry cannot figure this out, then maybe the industry does not deserve their attention in the first place.
Agree with me or completely disagree with me, but when was the last time you looked around and truly felt like society was mentally healthy?
This is “One Man’s Opinion” and you know what they say about opinions?
Sergey Tokman CEO/Founder Cycles Worldwide sergey@cyclesworldwide.com
