Dealernews Issue#12 December 2020

DN 2.0 #12

DEALER PROFILE Kon-Tiki’s Epic Voyage

OEM UPDATE Sherco, For Sure

FLAT TRACK FUN Enrolling In Slide School

CONTENTS 04 WORLD’S LUCKIEST MAN 06 EDITORS NOTE 08 LETTERS+ 10 NEWS+ 14 SHIFTING GEARS+ 18 DEALER PROFILE+ 24 OEM UPDATE 28 INDUSTRY RESEARCH+ 30 INDUSTRY RESEARCH+ 32 INDUSTRY RESEARCH+ 39 SHOWTIME+ 40 AUCTION ACTION 42 PRI ROAD SHOW 44 SEMA 360 46 AIMEXPO CONNECT

Bob Althoff On Everything Is Fine…

Robin Hartfiel On How The Grinch Stole 2020 The Industry On Dealernews News For A New Year

Getting Back To Work In 2021

Kon-Tiki’s Epic Journey

Sherco 450 For Sure!

Dr. Paul Leinberger On Sustainability Lenny Sims On NADAGuides Numbers Don Musick On Being Stuck In The Chimney Events Virtually Getting Around COVID Closures NPA Stages Live Event, Schedules 2021 Replacing Indy Trade Show

How The Auto Industry Is Virtually Getting Around COVID Closures Digital Powersports Event Dates Set

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24 Cover photo by Jen Muerke

49 50 60

eDEALERNEWS

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CONFESSIONS OF A CUSTOMER

64 66 68

MIC RIDE REPORT

70 74 78 80 82 83 84

BEHIND THE SCENES

Shocking Developments

CURRENTS +

Watts Up In The eBiz?

PERSONNEL FILEs+

Alex Baylon On Finding Motorcycle Industry Jobs During The Holidays Eric Anderson On Facing The Giant Asteroid Of Change What Does The MIC Do For You?

ADVOCACY+

Don Amador On A Titanic Plan

DIVERSITY+

Alisa Clickenger On Kitty Litter & Customer Service Royal Enfield Talks BTR, Slide School & Winning!

GEAR+

Flat Out Flat Track Products

PRESS PASS+

Blackmore Ranch: If It Ain’t Fun…

PRESS PASS+

Max Matters MX Racing For A Cause

VALE+

Ave Atque Vale Babe DeMay

AD INDEX

This issue Brought To You By…

PARTING SHOT+

CARB Oversteps Itself

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OUR TEAM Bob Althoff World’s Luckiest Man EDITORIAL Robin Hartfiel Editor Gus Stewart Creative Director Brenda Stiehl Production Manager CONTRIBUTORS Don Musick Genesys Technology Solutions Dr. Paul Leinberger Denny+Leinberger Strategy Eric Anderson Vroom Network Lenny Sims NADA Appraisal Guides Scot Harden AMA Hall Of Fame/Harden Offroad Hector Cademartori Illustrations William Douglas Little Unique Powersports Charlie Williams Off Road Editor Marq Smith Holeshot Motorsports, Canada Alisa Clickenger Women’s Motorcycle Tours Don Amador Quiet Warrior Racing Joe Bonnello Joe B Photography Uncle Paul Wunsch Love Cycles The Anonymous Dealer Dealer Advisory Board Bob Althoff Chairman Joey Belmont Big #1 Sports Jim Boltz Lynnwood Cycle Barn/WMDA Jim Foster Killeen Power Sports George Gatto Gatto Harley-Davidson Malcolm Hunter Deeley Harley-Davidson Robert Kay Star City Motorsports Bob Kee Destination Cycle Jerry Lenz Beaverton Motorcycles Kurt Mechling Performance PowerSports Don Owens Dothan Powersports Mark Peterson Southwest Superbikes Sandy Stroope Boat World Honda Polaris

ADVERTISING Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com Blake Foulds Account Executive (760) 715-3045 Blakefoulds@dealernews.com John Murphy Publishing Consultant johnmurphydn@gmail.com

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Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com © Copyright 2020

DECEMBER 2020

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World’s Luckiest Man

By Bob Althoff

EVERYTHING IS FINE…

W

e need to celebrate. Our industry has achieved a level of success that is simply staggering! Our factories are producing at peak capacity; our showrooms are full, and profits are piling up.

Our industry tradeshow is now reaching EICMA levels of attendance among dealers and the public.

Signs of customer satisfaction show up everywhere: Five-star online reviews; CSI measurement and learn-to-ride programs are bursting at the seams.

At the dealership level, our professional staffs are well-trained, deeply engaged and making record wages and commissions.

Relationships between our O.E.’s and us dealers couldn’t be better.

With memberships at the AMA counted in the millions, our advocates who roam the halls of Congress are more effective than ever...

We’re on a roll!

What could be better? We get to do what we love. We get to infect others with the contagion of fun, freedom, friendships and family.

Oh. Wait. Ah… what?

Not so much. All is not well in the powersports world.

We have work to do. Big, important work. For some of us, it’s all-hands-on-deck stuff; for all of us, it’s time to do the gut check and ask, “Why aren’t we enjoying the kind of success that will sustain our industry well into the future?”

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To an extent, we all may feel uncomfortable admitting that we are guilty of being a part of the problem. Certainly during this crazy year, it has been a full time job just to figure out how to do business with our customers as pandemic restrictions and a paradigm shift in shopping habits have all of us in the weeds! However, we must focus on the road ahead and start accelerating beyond the flattening of the curve.

Now is the time to forever break the “silo mentality” that has resulted in our current less-than-optimal performance. Why aren’t our staffs better trained? Why aren’t profits piling up?

More than ever, we need to come together to pursue our collective goals.

The Motorcycle Industry Council’s long-awaited Ridership Initiative needs our full support. OEs need to respect the critical role dealers play in creating final demand for all of our goods and services. We need to be listened to. The old zerosum game of squeezing the dealers only works when there is anything left to squeeze. Those days are over.

It is long overdue for there to be a National Powersports Dealers Association. It should be seen as an additional strong arm on the oar; a path to retail excellence; a place for dealers at the table.

Yes, there is work to be done. Good, important work. Industry saving work. It is certainly not without risk. But, done well, this collective work is the way to great rewards.

What we do is of enormous value to millions of American families… hopefully, for millions more in the years ahead.

Find a way to lead. Find a way to collaborate. Find it easier to say “Yes!” when asked to contribute your time and treasure in support of our “Everything is Fine” future.

Bob

season, sales were up 3%, a testament to the holiday season and strength of retailers and consumers alike.”

Key findings from MasterCard SpendingPulse underscore the shift to online spending, with e-commerce accounting for 19.7% of overall retail sales, up from approximately 13.4% in 2019.

These figures backed the National Retail Federation forecasts of a 3.6% to 5.2% year over year rise in holiday sales. NRF accounting called for between $755.3 billion and $766.7 billion to be spent at the retail level. “With even more online shopping emphasis this year due to the pandemic, customer service will play a larger role, particularly after the holidays as more people leverage online channels for customer service issues and merchandise returns.”

Omnichannel indeed!

Editor’s Note

By Robin Hartfiel

HOW THE GRINCH STOLE 2020

D

espite the COVID clamp-down, sales somehow continue… and it isn’t just the motorcycle market.

According to MasterCard SpendingPulse, holiday retail sales, excluding automotive/powersports and gasoline, increased 3% during the expanded holiday season (October 11 through December 24). Obviously online sales continued to surge, up a whopping 49% compared to 2019. As Dr. Paul Leinberger predicted back in the June, 2019 issue, the omnichannel is here! https://issuu.com/dealernews/docs/issue__8_final/26

Leading up to the holiday shopping spree, MIC reported a new-model sales increase for the third quarter of this year.

Year-to-date sales of new motorcycles and scooters through September increased 10.2% compared to the same period last year — coincidentally the same 10.2% department stores slumped. Maybe dealers are doing something right?

At the time, MIC CEO Erik Pritchard said, “Many of us have faced tremendous challenges and genuine hardship. Think back on all the ways you’ve adapted your business to meet this crisis and get through the pandemic. Think back to how quickly you adapted to online commerce. Think back on your first home delivery. Recall all of your hard work.

Recall the relief when the MIC’s government relations team persuaded the federal government to declare dealership employees essential.”

I will echo Mr. Pritchard’s sentiments: “Our industry is enjoying the results of those efforts and you should enjoy the moment.” And to all, a goodnight!

According to the MasterCard SpendingPulse findings, which measures overall retail spending trends across all payment types, including cash and check, department store sales declined 10.2% overall, but online sales grew 3.3%.

Although this was below 2019’s 4% gain, it was well ahead of the 2.4% growth of online sales that had been forecast for 2.4 percent. MasterCard believes this reinforces the importance of omnichannel offerings. “Buy online, pick up in-store as well as technologies like contactless pickup were key for retailers.”

“American consumers turned the holiday season on its head redefining ‘home for the holidays’ in a uniquely 2020 way. They shopped from home for the home, leading to record e-commerce growth,” says Steve Sadove, senior advisor for MasterCard and former CEO and Chairman of Saks Incorporated. “Consumers shopped earlier than ever before. Across our expanded 75 day holiday shopping

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Former Editor-in-Chief and publisher of Dealernews circa 19902003, 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.

ROLLING FILM… Great article Scot! Neat that Robin tied in Pipeline Digital Media’s video tribute from the Penton Movie at the end.

RIP Carl!

Todd Huffman Pipeline Digital Media Fullerton, CA

EA ON CC I don’t really know why the death of Carl Cranke has hit me so hard personally.

I think it was because I idolized him and his natural talent when racing at Carlsbad in the mid 70s. He was a top notch mechanic and a rider who made it all look easy.

I will never forget how he could wheelie the last 50 yards before finishing his moto on the grand prix track… just before my Junior race. I wanted to be like him — he motivated me for decades to ride smoothly with confidence. I never actually met the man, but I had incredible respect for him.

R.I.P. Carl and thank you for the inspiration — your smooth confidence it is still working on me personally… and my riding style.

Eric Anderson Vroom Network/Piloteer/Dealernews Carson City, NV

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AARP! It was a good article Scot. We are all getting older... I get those AARP card crap mailings now, too! What a joke! I’m gettin’ cranky... better get back to my nap...

OMS VS. AARP I always enjoy the knowledge Scot Harden provides in his articles and postings. I had a great conversation a few weeks back with a former business associate. He asked if I ever considered representing clients again. I told him the trick would be if I started OMS Sports again my clients would no longer be teams, events or racers. In today’s world to be successful I would have to represent social media influencers. This potential career path did not even exist a few years back.

My hurdle is I was never the “smartest guy in the room”. I am not sure I ever was even the 2nd smartest unless there was only two people, LOL. Thanks again for sharing your knowledge with us on AARP eligibility, great read!

Fred Bramblett Vine Grove, KY

Lowell Anderson Simply Sound Consulting Trophy Club, TX ANOTHER MINT MEMORY Another good read! I too met Carl at Casey’s shop for that infamous Mint 400.

However being younger, my experience was ogling over all of my heroes being in one place at one time! I remember Carl telling my dad to go out to the van you mentioned to pick whatever tee shirts we wanted. It was better than any Disneyland trip, my memory is of hundreds of Penton tee shirts and I could have any one of them! Then to top it off, I was part of Team Penton that week and at the race!!

Thanks for sharing your Carl Cranke story...

Jeff Phillips Race Operations Manager, Best In The Desert Las Vegas, NV

SOUND OFF! Dealernews is indeed back. Join in the conversation via e-mail: Editor@dealernews.com Check us out on Instagram: https://www.instagram.com/ dealernews/ Like us on Facebook: www.facebook.com/DealernewsFan/ Follow along on Dealernews.com Tune into the new YouTube channel: www.youtube.com/ channel/UCZE6q4gQ5EIz0nOX4WaXw1w RIP CARL CRANKE Thank you Scot, for paying tribute to Northern California‘s own Carl Cranke.

Simply one of the smartest, most talented riders in the country.

Rest in peace Carl.

Dave Duarte, Founding Member Dirt Diggers North MC Loomis, CA

E D A C E D A OVER I N E S S

IN BUS

velopers of ECURITY e D l a in g ri O S ORTS GPS POWERSP

SCOT HARDEN SAYS… Carl Cranke was, without question, one of the most interesting human beings I ever met… and one of the best off-road racers this country ever produced.

God Speed Carl!

Scot Harden Harden Offroad/Best In The Desert Menifee, CA THANKS SCOT Nice tribute to Carl. He was a very special person in so many ways. He will always be a treasured friend.

Jack Penton Amherst, OH

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TUCKER LAUNCHES ROAD SHOW

Knowledge is power and Tucker is looking to empower dealers with a free training initiative. The “Tucker Road Show” will take training to dealers in a series of live events at major racing venues around the country. The distribution giant has also revamped its online training as a virtual version of the Road Show. The whole program, which started at the end of December, runs through May 2021.

“The key to a retailer’s success is great customer experiences delivered by knowledgeable dealership staff,” notes Tucker President and CEO Marc McAllister. “The Tucker Road Show is based on supporting dealers and their staff so that they can represent great products from dozens of the manufacturers we work with.”

Tucker dealers are given free access to online training via Tucker U, a custom-designed training portal, which features interactive training programs addressing all types of powersports products. Dealership staff members earn points for completing levels of training, which translate into preferred pricing programs for their dealership and ultimately, an invitation to participate in one of the four Tucker Road Show tour stops.

“Tucker’s Road Show events are an opportunity to take a deep dive into the newest and coolest products in the industry,” explains Brad Turner, Tucker’s VP of Sales. “All of the industry’s biggest companies have committed to participating in the four events with displays and experts who can speak to their product’s features and consumer benefits.

We’ll also include lots of opportunities for socializing with other dealers and chances to experience NASCAR speeds on the paved racetracks.”

The company’s events will take place at Texas Motor Speedway (March), Las Vegas Motor Speedway (April), Charlotte Motor Speedway (April) and Kentucky Speedway (May). Each event takes place in the speedway’s infield in both open garages and outdoor displays. Product manufacturers will showcase their latest products and dealers will be able to order with special pricing, based on the points earned through online training. Tucker and participating vendors will encourage COVID safety and will operate within each region’s prevailing safety protocols.

Tucker U is available to dealers immediately and is set up to log dealer training points for the program.

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ROXOR WINS ITS DAY IN COURT

Christmas came early for ROXOR Off Road! The International Trade Commission (ITC) has issued its final ruling and determined that the redesigned 2021 ROXOR does not infringe on the “Jeep Trade Dress” claimed by FCA. This follows on the heels of earlier ITC and Federal District Court rulings that Mahindra did not infringe on any of FCA’s registered trademarks. The ruling comes after a longrunning trade dress dispute between FCA and Mahindra.

The ruling validates Mahindra’s redesign of the highly popular ROXOR off-road vehicle which remains true to its spirit for hard work and adventure. Mahindra is now permitted to manufacture and distribute the redesigned 2021 ROXOR.

“ROXOR was a success from the beginning with off-road enthusiasts and people with active outdoor lifestyles,” stated Rick Haas, President and CEO of Mahindra Automotive North America. “The vehicle has also proved extremely popular with people who want to work with it – they like that it can withstand the rigors of rugged everyday use.

This ‘ruggedness’ was at the heart of the redesign as we wanted an aggressive look that reflected just how tough and capable ROXOR is.”

MIC OFFERS ADDITIONAL COVID RESOURCES

The Motorcycle Industry Council continues to track federal, state and local COVID guidelines, as well as the small business programs being offered by local jurisdictions. All of this information can be found on the COVID resources page on the MIC website.

In addition, while staying open comes with challenges and new ways of conducting business, MIC suggests we can also be creative while encouraging safe practices. They are offering downloadable powersports-themed signs and floor-clings, reminding customers to wear masks and remain six feet apart.

Check out all the resources and latest COVID-19 updates here: https://mic.org/#/covid

LANDMARK DEALERSHIP CHANGES HANDS

After 27 years of ownership, Myke Shelby a.k.a “NY Myke” has sold San Diego Harley-Davidson to racecar driver Rodin Younessi and his Phoenix Group of dealerships. San Diego Harley-Davidson joins the Phoenix Investments Partners (the “Phoenix Group”) family this month, bringing Younessi’s family of Harley-Davidson dealerships to eight with 10 total retail locations across the country.

“We are very excited to now have a presence in San Diego,” said Younessi. “Through years of building some of the top performing dealerships in the world, we have found success through ethically-driven business principles that riders can trust and appreciate. We plan on following through with that philosophy here in San Diego, as well.”

Phoenix Group’s desire to further expand in Southern California actually began in 2018 with the purchase of Los Angeles Harley-Davidson in Fullerton, CA and later Top Rocker Harley-Davidson in Canoga Park. The people, the riding culture, and passion for the brand as a lifestyle made San Diego Harley-Davidson the perfect addition to the Phoenix Group, according to Younessi, a former professional racecar driver and motorsports aficionado. He sees opportunities to cultivate a premium customer experience at the dealerships and in the motorcycle community in the San Diego area.

“I’ve seen Rodin’s Harley-Davidson dealerships grow to some of the most impressive and successful dealerships in the country,” said Shelby. “There has never been a doubt in my mind that this would be the best way to ensure a great future for San Diego Harley-Davidson.”

San Diego Harley-Davidson is now in the company of top performing dealerships from coast to coast, including Los Angeles Harley-Davidson in Fullerton, California; Top Rocker Harley-Davidson in Canoga Park; Space Coast HarleyDavidson in Palm Bay, Florida; Miracle City in Titusville, Florida; Treasure Coast Harley-Davidson in Stuart, Florida; Raging Bull Harley-Davidson in Durham, North Carolina; and Falcons Fury Harley-Davidson in Conyers, Georgia.

LATE BRAKING NEWS

First came word that SBS brakes had been bought out by Brembo and now the news is Vortex-EK North America (Vortex Racing) has become a distributor for SBS Brake Pads in North America. The American manufacturer and international brand celebrated its 25-year anniversary in 2020.

Leading the charge to distribute SBS Brake Pads is Chris Jensen, the former brand manager for SBS in the U.S. He joined the Vortex-EK team in June of 2020 as director of sales and brand management and brings more than 20 years of motorcycle racing industry experience to the position.

“We are pleased to become an SBS distributor and to have Chris join our team to facilitate the expansion of our growing product offering,” says Matt Griffin, president of Vortex-EK.

“SBS Friction is happy to join forces with Vortex Racing as new distributor for the North American market. Vortex has been an SBS partner for many years and we are certain that the SBS brake pads, clutch kits and products in general, fully equipped with indestructible NUCAP NRS bonding and R90 quality certified, can support their position in the American motorcycle aftermarket”, says Christel Munk Pedersen, CSO of SBS Friction A/S.

The SBS line is now available on the Vortex-EK web site at: https://www.vortexracing.com/

DECEMBER 2020

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HARLEY VIRTUALLY INVITES THE WORLD TO ITS DEALER MEETING SUZUKI RESTRUCTURES FOR THE FUTURE

Executing a comprehensive plan to build a strong foundation for the future, Suzuki Motor of America, Inc. has announced it will restructure its operations in the United States. This new direction will reorganize the Suzuki Motorcycle/ATV and Marine Divisions into two separate companies set to begin operations on April 1, 2021. This new organization is designed to give both new companies the best opportunity to optimize their success in their respective industries.

Suzuki Motor USA, LLC. will be headquartered in Brea, California, Suzuki’s corporate home in the United States since 1981. Suzuki Marine USA, LLC. will be based in Tampa, Florida in the heart of the marine business in North America. Suzuki first entered the United States in 1963 and was originally based in Santa Ana, California before moving to its landmark, Pagoda-inspired building in Santa Fe Springs, California.

Satoshi Uchida will serve as Chairman and Masami Haga will serve as President of the new motorcycle/ATV company.

Masahiro Yamamoto will serve as President of the new marine company. “Both the Motorcycle/ATV and Marine Divisions are enjoying solid success in their respective businesses,” said Uchida. “As we proceed in reorganizing into two separate companies, we look forward to the Suzuki brand continuing to thrive in the United States.”

The primary goal of this reorganization is to strengthen each business. Key objectives are to achieve greater efficiencies, speed up decision-making, and position each company for increased sales and growth in the United States.

The location of Suzuki Marine USA, LLC. in Tampa was strategically chosen to expand Suzuki’s business, improve collaboration within the marine industry, and strengthen its relationship with boat builders, dealers, and vendors.

The Gulf Coast location also provides convenient access to Suzuki’s new Marine Technical Center opened in Panama City, Florida in June, 2020.

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Throughout Harley-Davidson’s 118-year history, the brand has never before brought the entire world together to experience the debut of all-new motorcycles… until now! On January 19th, 2021 a single event will invite everyone to a virtual dealer meeting, new product roll-out changes global strategy session.

“During H-D 21, the company’s first virtual launch experience, Harley-Davidson will announce new 2021 motorcycles, parts and accessories, riding gear and apparel,” says the party invite.

The global virtual launch is part of the company’s streamlined and overhauled approach to bringing products to market for customers. Earlier this year, Harley-Davidson announced significant shifts including streamlining its planned product portfolio by 30 percent, shifting its new model year debut to align with the start of the riding season and amped-up marketing efforts to drive desirability and maximize impact in the market.

“We’re thrilled to bring the world together virtually to showcase the inspiration and passion behind our 2021 motorcycles, including a glimpse of our first adventure touring motorcycle, Pan America,” said VP Marketing Theo Keetell. “We look forward to sharing this moment with our customers and dealers from around the world.”

American actor, producer and motorcycle enthusiast Jason Momoa will play a key role in the Jan. 19th event. Forever seeking new adventures, Momoa will share his thoughts on how HarleyDavidson’s upcoming Pan America motorcycle has expanded his passion for Harley-Davidson and created new opportunities to explore endless horizons beyond paved roads.

“Harley-Davidson has unlocked opportunities for me to find adventure with amazing people, awe-inspiring places, and expand my inspiration seen in the United We Will Ride content series,” said Momoa. “I was excited to collaborate with HarleyDavidson for a first look and chance to ride the Pan America 1250 motorcycle. It’s the perfect vehicle that combines my love of the outdoors, the unknown, and Harley-Davidson. People are going to be completely stoked about this bike that HarleyDavidson has created.”

See the sizzle reel here: https://www.youtube.com/watch?v=5-iq6wMyTUE

ISLE OF MAN TT SCRATCHED FOR 2021

The 2021 Isle of Man TT Races have been scuttled, latest COVID casualty. “The TT relies on thousands of volunteers and officials across a wide range of organizations and we could not move responsibly towards operating to that date and commit to welcoming tens of thousands of people to the Island in

June, despite the progress towards a vaccination programme globally and on the Island,” said Laurence Skelly, MHK, Minister, Department for Enterprise, Isle of Man Government in announcing cancellation of the 2021 Isle of Man TT. This follows the COVID-caused shutdown in 2020.

“We do not underestimate the disappointment that this decision will cause to many people,” he noted. “However, we are making an early and logical decision to provide certainty and clarity to race fans and everyone else involved in our event.” Despite positive news due regarding vaccinations and planned roll out across the UK, the Isle of Man government are unable to predict exactly what that means for the travel and tourism sector; which has forced the cancellation. The Island’s borders currently remain shut.

“We evaluated all possible options including moving the TT to a date later in the year but there are complexities and risks, including scaling up of certain infrastructure and critical delivery elements of the TT, as well as existing resident and visitor travel in late August, which would cause further disruption to thousands of people.

“We remain hopeful that the Classic TT and Manx Grand Prix can take place later in the year and we look forward to welcoming visitors to our Island again,” concludes Minister Skelly. A new date for the 2022 TT has already been set which will see the event run from Saturday 28th May to Saturday 11th June, 2022.

Tribute to the 2020 TT that never was by Scott F Odell Art.

DECEMBER 2020

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Brought To You By MotorcycleIndustryJobs.com

MIC Bankcard credited with a gold standard staffer! After a decade at the dealership level, a career with Yamaha and a lifetime of motorcycle racing, Ray Smith has joined the Motorcycle Industry Council Bankcard Program team in the business development/MIC membership coordinator role. “I am very excited to be able to give back to the dealers and the industry that I love through this new opportunity with the MIC,” says Smith, admitting his heart is still in the trenches from his start at Pacific Beach Honda (San Diego) in 1983. But he believes his new role is critically important, “MIC Bankcard provides financial support to the MIC legislative advocacy efforts.

It brings powersports dealers voices to the table in Washington DC, and it saves those same dealers money that will fall directly to their bottom line. It is really a win-win for everyone involved.” While moving up the ladder as a senior technical coordinator and DSM/Regional manager for Yamaha, Smith stayed on the gas at the track.

“I am an avid roadracer and have been racing at many levels since 1985.” In fact, he was the 2014 AHRMA Open Two Stroke National Champion on his RZ 350 and currently assists the Westby MotoAmerica Superbike team with their transportation logistics. Dealers can contact Smith at: Rsmith@MICbankcard.com

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Speaking of MotoAmerica, Jordan Miller is the new VP of Media & Promotions, effective immediately.

For Miller it marks a return to two wheels after spending almost a decade at Red Bull leading its North American motorsports communications efforts.

“Sometimes you don’t miss something until you’re not involved anymore, and that’s how I felt about motorsports,” says Miller. “I was fortunate to be deeply involved in the racing world for several years, and even worked with some of the current MotoAmerica riders when they were teenagers in the Red Bull Rookies Cup. I’ve followed MotoAmerica as a fan and love the direction the series is heading, and I’m really excited to join such a passionate, talented team and do my part to take the series’ visibility and awareness to the next level, excite our existing fans, and introduce MotoAmerica to new fans.” Miller will work with teams, riders, sponsors, racetracks, media and broadcasters to drive ticket sales, viewership and general awareness of the series. “We’re happy to welcome Jordan to the team,” adds MotoAmerica President Wayne Rainey. “He comes to us with a solid background in both media and promotions and we know he will be a great addition to our team at MotoAmerica.”

In more media news Editor-InChief Mark Tuttle is hitting the road after nearly four decades in the saddle

at Rider Magazine. “I’ve enjoyed an amazing 36 years at Rider Magazine, for which I’m eternally grateful to a great many people,” he says. “The memories are priceless, and I’m proud of what I accomplished at the magazine, from shop grunt in 1984 to Editor since 1989.

Now it’s time to step down from the EIC’s chair and ride my own ride. One day to go! When and if the world gets back to normal, I look forward to seeing all of my friends at the usual events and on the road! Hang in there and take care!”

Automatic shifting gears? For more than 50 years Automatic Distributors has been delivering parts and accessories to the nation’s dealers from their Bangor, Maine HQ. Now they are clicking things up a gear by bringing industry veteran Paul Davis onboard.

Davis joins the growing team as the Director of Sales & Marketing. “Paul is a seasoned sales and marketing expert with a proven record for driving growth,” says Automatic President Jeff Graham. “As we continue to grow and look at expanding our footprint, his deep understanding of our consumercentric industry will play a major role in advancing our growth strategy and mission to deliver the best products to not just our dealers, but also their customers.” Davis has more than a decade of experience in brand building and driving growth for a range of regional and global consumer brands.

Davis will oversee and drive all sales and marketing initiatives for the Automatic brand portfolio and its internal brands as they continue their expansion across the United States. “I am honored for the opportunity to tackle this new role and join the entire Automatic team,” says Davis. “The vision for the future and the passion brought by the team is truly inspiring. Our future is bright!”

Continued on page 16

Brought To You By MotorcycleIndustryJobs.com Continued from page 14

Just in time for the craziest election cycle in history, veteran campaign manager Peter Stockus joined the American Motorcyclist Association staff as the Government Relations Manager for off-highway issues, reporting to AMA Government Relations Director Mike Sayre. “The addition of someone with Peter’s experience and expertise further bolsters the AMA Government Relations Department and our efforts to protect and expand access to public lands for responsible motorized recreation,” says Sayre. Stockus most recently oversaw land-use, candidate campaigns and other issues for the Calvert Street Group, a political consulting firm in Nashville, TN. Stockus’ responsibilities include expanding and preserving motorcyclist’s trail-access rights, working with landowners who are interested in creating off-highway vehicle parks and lobbying state and federal agencies on behalf of the motorcycling community. “Motorcycle riding is a rich part of American history, and I will fight to preserve and expand our rights,” Stockus said. “I also would like to convey that the motorcycling community is a diverse and welcoming place. It is never too late to jump on a motorcycle and enjoy time with your friends and family.” Stockus has a bachelor’s in history from DePaul University and a master’s in history from Auburn University.

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American Honda recently made a number of staffing changes to the Powersports PR Department. Following a five-year R&D stint with Honda, Ryan Dudek transitions to a new position as the coordinator for on-road motorcycles and the CRF Performance family.

Prior to joining Honda, Dudek spent 10 years as Cycle World magazine’s off-road editor. He has also achieved considerable success in racing, finishing on the podium in the Baja 1000, winning the Glen Helen 24 Hour Endurance Race a record eight times, finishing the grueling Erzberg Rodeo in Austria and earning a national number in AMA Pro Motocross. Ben Hoang continues as coordinator for all ATV, side-by-side and CRF Trail models. Meanwhile Colin Miller has been promoted to assistant manager, and the PR Department is currently managed by Lee Edmunds, senior manager of powersports marketing at American Honda.

Upshifting to an OEM gig! Industry veteran Greg Reich is the new District Sales Manager - Great Lakes Region at Husqvarna Motorcycles USA. Dealers may remember Reich as the Magura guy for the better part of the past decade. Before that, Reich kept things rolling as the North American Sales/Marketing Manager - Motorcycle Tires at Continental Tire North America, Inc. His first day on the job was certainly impressive: “Today I had a once in a lifetime opportunity to meet Roger DeCoster who was the 5 time world motocross champion in the 70’s and one of my heroes. Now Roger is the Motorsport Director for KTM Husqvarna N. America. Thanks to my employer KTM Husqvarna for this wonderful opportunity!”

Lucas Oil Products Inc. has promoted Melissa Wonser to VP of Marketing. Wonser joined the company in 2011 and has advanced up the ranks in both the Art and Marketing departments, where she played a crucial role in managing and ensuring the success of the brand’s wide-reaching campaigns. “Melissa brings a coveted level of professionalism and direction to the Marketing Department through her wealth of experience in marketing, brand awareness, and advertising,” explained Lucas Oil Products President Morgan Lucas. “To be a leader at Lucas Oil takes a considerable amount of hard work, passion, and critical thinking skills. Melissa checks all those boxes and provides a level of enthusiasm that motivates our entire company. She has certainly earned this promotion and I look forward to seeing all of the great things to come.” In the new role, she will be responsible for developing and implementing a cohesive and integrated marketing communications plan to increase Lucas Oil’s brand awareness through the extensive number of industries and sectors it serves.

Wonser received Bachelor of Science degrees in Business Administration, Marketing, Management and Operations Management from California State University-Long Beach in 2004.

One-time Dealernews and HiTorque associate editor turned Marketing Specialist for Kawasaki for a decade, and most recently National Advertising Manager Yamaha Motor Corp. for the past 12 years, Jason Davis has left the powersports industry in his rearview mirror. His new gig is Manager, Brand Marketing & Advertising for Genesis Motor America. He joins Hyundai’s luxury brand just in time for the launch of the 2021 GV80, Genesis’ first-ever SUV. For us two-wheeled types, Genesis has been J.D. Power’s #1 ranked luxury brand in initial and long -term quality for four consecutive years.

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THE EPIC VOYAGE OF KON-TIKI MOTORCYCLES From Argentina To Pacific Beach

By Scott Cox

F

or more the 55 years Kon-Tiki Motorcycles has remained a go-to place for San Diego area motorcyclists – especially for those with unique needs beyond the capabilities of mainstream service departments. Established by the late Jorge Arrues, the motorcycle repair and restoration shop remains in the same Garnet Avenue location in Pacific Beach, CA its founder landed in back in the 1960s. A good number of original customers still seek out Kon-Tiki for repairs of all kinds and to relive the good old days in what is by every measure, a living – and very active – motorcycle museum. Every manner of trophy, race memorabilia and classic race bikes cover the shop from wall-to-wall.

Recently Dealernews stopped in to catch up with proprietor Alex Arrues, who years ago took over the business when health forced founder Jorge to retire. Not surprisingly Alex was there on duty helping customers, answering calls, spinning wrenches and breathing life into motorcycles that only his shop would consider. As we arrived, Alex and his long-time sideman Mike Cortez fired up something most of us have never seen in the flesh: a Service Honda CR500!

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DN: What’s the story on the CR500?

AA: “It belonged to a customer friend who passed. The family asked us to get it running so his 80-year old father could ride it in the desert. The e-starter we installed will make it a little easier for pops!”

DN: So in other words, just another “routine” service at Kon-Tiki, right?

AA: Very true. It’s fun that we never know what the next phone call or delivery van will bring us. This year we’ve seen more service work —more than at any time in my life. And I literally grew up here in the shop!

DN: It does look like your floor space is at a premium.

AA: We’re probably backlogged up to three months on some bikes, but we’re still able to get routine service in and out without a lengthy delay.

DN: How has the COVID situation affected Kon-Tiki’s business?

AA: We’ve had a big increase from our regular customers and at least a 75% new business increase.

DN: Are you seeing more of your normal repairs and service or exotic stuff like the Service 500 2-Stroke?

AA: People everywhere are spending more time at home now because of the COVID deal and they’ve got more time to clear out their sheds and garages. The result is that lots of those old used bikes that had been personal projects are coming here. The reasons vary from the guy running out of time, or out of skill or a project got to a certain point and needed to be handed off to somebody with the experience and ability to make it right.

This little Yamaha is an example of that. It’s complete and in pretty good shape for a 50+ year-old motorcycle but it had problems the customer wasn’t able to detect or repair. We spent a little time with it and made him happy. Look around the place. The front area is packed with customer bikes. Our back alley lot is equally as full of motorcycles. I can’t remember it ever being this busy.

DN: Has there been an increase in your normal business as well?

AA: Nobody really knows what’s going to happen in the future so we’ll be making hay while the sun shines for some time to come. Now in December is the heart of the desert riding season in our area and people have more time because of COVID shutdown to ride. We’re doing a

ton of carb cleaning and repairs this season! There has also been an increase of older bikes from all around, including our regular customers; bikes that they have had but may not have been used in years. They’re now putting these bikes back into service. It’s not gravy work, but it is a lot of work… like the old saying goes, “Beggars can’t be choosers.”

DN: What are some of the most unusual repairs you’ve seen this year?

AA: Besides rarities like that Service Honda CR500 over there, we’re known to work on almost anything with a carburetor, so we see a lot of generators. We just repaired a log-splitter for a customer who’s decided to spend a lot more time at his cabin up in the mountains.

He’ll be prepared for whatever comes! We also have seen a COVID-related second wave that I dubbed “Desert 2.0.”

Without a doubt our normal quantity of desert bikes and ATVs has easily doubled… and a lot of those are back for the second time; a second wave.

DECEMBER 2020

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Continued on page 20

Continued from page 19

DN: Besides time constraints what other challenges are you facing?

AA: Of course, getting supplies is a challenge for us just as it is for all of the franchised dealerships we work with (Note: San Diego area dealer service departments are among the top referrals for Kon-Tiki). By now it’s no secret to anyone of the shortage of any items that arrive here on boats from China but we always try to maintain an inventory. We have the ability to machine parts here on our own equipment, including the same boring bar and lathe that my dad used back in the early days and some tools he brought with him from Argentina.

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We’re good at improvising and in uncertain times we shift into “caveman mentality” like my dad did 50+ years ago and I think it’ll pull us through. It’s never lost on me that we have a big responsibility because so much of our work is on bikes that likely never would have been considered for repair elsewhere.

The work to repair and revive them is important and it’s lead to decades long relationships with great people because we’re the only guys around willing to do it. Most of all I’m proud that my dad’s spirit is still very much alive and well here at Kon-Tiki!

1335 Garnet Avenue San Diego, CA 92109 +1 (858) 272-6751 http://www.kontikimotorcycles.com/

A DREAM CALLED KON-TIKI

J

orge “George” Arrues 1928-2008 founder of Kon-Tiki Motorcycles embarked on a voyage of discovery many years ago. As a young man with talent and a dream of establishing himself in the motorcycle business, he decided to leave violence-torn 1950s Buenos Aires, Argentina, during the infamous reign of President Juan Peron.

From George’s younger days when he had seen Ernesto “Che” Guevara speak at his university to dodging bullets on his way home from his motorcycle & machine shop, Arrues Bros. & Verdier, a Norton, Matchless, Bultaco and Zanella dealership, he concluded Buenos Aries was no place to build a business or raise a family. So he set his sights on America. George negotiated his flight north and packed all he needed for work: toolbox, some machine equipment (including lathe and boring bar), clothing and a few personal effects.

The journey across South and Central America was arduous, abbreviated only by bad weather, endless refueling stops and a host of equipment maladies. By the time they reached Mexico City, major mechanical issues brought this journey to a halt. After days of waiting for repair parts, George seriously weighed the realities that Mexico might be his final destination. Undeterred, he unpacked his trusted tools and repaired the battered old plane himself, (George received his aviation mechanic certification at age 15) and continued north all the way to California.

Despite not being able to speak English, he found work at Milne Brothers in Pasadena as a motorcycle mechanic and machinist. He used public transport to haul himself and his tools to work each day. Months later his wife Olga and his children joined him. By late 1964, the Arrues family moved to San Diego’s Pacific Beach community where George ran the service department at the new Pacific Beach Honda before striking out on his own, setting up a machine shop to cater to dealers, racers and local small equipment engine needs.

Business was so good that George opened Kon-Tiki Motorcycles in 1965 and soon signed on as Kawasaki dealer #13 in the USA. As Kawasaki grew, so too did Kon Tiki. Introduction of the powerful H1, H2 and Z1s proved a boon for the little shop. Dealers might remember that crankshafts in these machines were fragile and spare cranks non-existent.

Kon-Tiki’s service department became Kawasakí USA’s crankshaft rebuilding station. “My dad, brother and uncle Cacho spent hours rebuilding Kawi cranks shipped in from all over the country with tools they made, like this lead hammer,” says George’s son Alex, hefting the same hunk of metal.

Over the years, Kon-Tiki has continued to service the racing community. Riders like Marty Smith and Marty Tripes were regular customers. “My mom was the best, and fastest wheel builder anyone has ever seen,” says Alex. “Back when Tripes was riding, he was hard on wheels and my mom would rebuild six or seven sets in a single day for him.”

In 2006, health issues forced George to finally step aside and let Alex guide the shop that he was raised in.

As it has remained from day one, Kon-Tiki continues to specialize in service and repair for motorcyclists, from daily commuter, to weekend warrior, to San Diego’s racing community. “Kon-Tiki Motorcycles started as nothing more than a dream and it was built on my family’s willingness to work hard, and never give up,” says Alex. “I can’t think of a better way to do business.”

Finally, why the name Kon-Tiki? George took the name from the book, Kon-Tiki: Across the Pacific in a Raft by Norwegian explorer Thor Heyerdahl about his 1947 expedition across the Pacific Ocean from South America to the Polynesian islands. To George this book symbolized his journey to the United States.

The expedition was a major factor in the “Tiki” craze with bars, restaurants, fashion and music in the 50’s and 60’s… and the perfect name for a beach community motorcycle shop!

DECEMBER 2020

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PARADIGM SHIFT Sherco For Sure!

By Charlie Williams

I

recently rode a bike that changed my mind. A mind that had been firmly made up years ago: I don’t like 4-stroke race bikes!

There, I’ve said it. I’ve tried, over the years I owned a 1989 510 Husky, that bike changed my mind too, in an Apocalypse Now kinda way. I also rode a 605 ATK until it was ruined. In fact, I’ve ridden many of the modern four stroke race bikes… believe it or not, my favorite was the Honda 450L — and it’s a detuned street/trail bike. The “detuned” is what I liked about it.

Then I rode a 2021 Sherco 450. I liked the bike already, it’s name is an amalgamation of Sherpa and Bultaco, two of my favorite words! It’s a beautiful work of art, the French Engineers and craftsmen build a very attractive machine. But I had already made up my mind — I was not going to like the bike — way too much power, too much weight, general piggyness. Remember in the in the 1960s when it was discovered that smaller, lighter, quicker bikes were better? Well, I am firmly ingrained in this thinking.

I’ve just written “French Engineers” for the first time in my life. It jagged a flashback to my only experience with French Engineers.... It was early in the ’60s. When I was born my Dad drove a Triumph TR-4, it had a tiny back seat, just perfect for a baby, but within a short amount of time I became a limp 50-pound bag of shitting, puking, squalling baby fat and impossible to lift in and out of the Triumph. So he traded in the sports car of his dreams and brought home a late 1950s Peugeot sedan.

Who in the world buys a used Peugeot in 1964? I remember Mom towing Dad on his Zundapp (another nightmare) trying to get it started. Doom. Then one summer on the way home from

24

family vacation, the old Peugeot gave up. We were stranded in Charleston West Virginia in a 10-year-old Peugeot! The car needed a valve job and I remember it taking 4 days. Now in kid day’s that’s 42 days in a motel, in Charleston West Virginia, with a broken Peugeot. But by looking at the Sherco all those nuances have been worked out.

We were at the Muddobbers National Enduro in Indiana and Sherco’s Gary Hazel topped off the tank with race gas and handed me a brand new, BRAND NEW 2021 Sherco 450 Enduro!

We were riding the National Enduro trail and it’s reasonably tight woods. The suspension being brand new and sprung for a champion not a duffer, I can’t really offer deep thoughts on them, everyone raves about the KYB forks and I can say they track the ground well and holds the front end on the ground for good turning. But as far as blitzing the whoops and doubling?

Consult an expert, maybe you could ask Grant Baylor, he just clinched the 2020 National Enduro Championship on a 450 Sherco...

Brakes were superb! Yet there I was, repeatedly pulling the bike backwards out of the weeds where I’ve overshot another corner. But the pedal was where it was comfortable and felt controllable.

The motor was very powerful. We were crossing a freshly picked soy bean field where traction is maximum. We had to make a 90 degree turn around a corner post and when I started going across the rows I got scooted back on the seat and I was about to slide off the back! Eventually my right hand got the message and slowed down, but I really almost slid off the back at 117kph!

Oh it was great fun! The motor was also very light too, revved quickly and slowed quickly… I’ll admit 4-Strokes are getting better, but I still missed the next turn in the woods.

Now, I’ve spent plenty of time developing my distain for 4-Strokes.The 89 510 Husky would be barbaric by today’s standards! Built during the long long Swedish nights, the kick lever looked like the femur bone of a Sasquatch! I’ve never had a harder experience than handling that bike. Killing it often led me to tears. I am not man enough. On a brighter note, Enduro Engineering’s Alan Randt set me up as a test pilot for a day one year. I got to ride Mike Lafferty’s KTM 400 after he hurt his knee, again, and dropped out of the series. The bike still had his score card on the fender, 0,0,0,3,0 out... Busted his knee and I was next on the bike. Hated it!

Back to the Sherco, at mile 21, we had to stop and wait for the farmer to pick a few rows of beans so we could cross the field.

We all sat around admiring the Sherco, it is one of the most striking bikes out there. We went over every detail and could see nowhere that Sherco has skimped on quality.

At some point while we were waiting on the farmer I thought about Mike Lafferty and his 400 KTM. 10 years ago or so, we were riding a National Enduro in New Paris, Indiana. We were in a woods section and the ground was completely covered in sticks, branches, limbs, logs, twigs. At no time were your tires touching dirt, just sticks. Well here comes Lafferty from behind, I can hear his bike long before I needed to let him slide by. I remember hearing his bike “wuf”. It wasn’t WOOF, it was wuf like when your dog tells you somethings up. One quiet wuf.

All hell breaks loose when the doorbell rings, but first there was a quiet wuf. That’s the noise Micheal’s bike was making wuf wuf wuf…

Eventually the farmer gave us a wave and we were back on the trail. This time, for the very first time, I started using less of the throttle cable, more of the wuf style. Now, that I was not spending all my time trying to get the bike back on track I started making forward progress!

The suspension had started breaking in and I could dive into the corners and confidently hit angled logs. Then things got tight and I needed to finesse the clutch against the throttle and wow, did that system work well. I mean sure, we talk about clutches working well, will it allow you to start it in gear? Will it hold itself at a stop? Will it hold solid? Will it sling all the oil out and burn it up across the playa? But what never gets mentioned is the engagement point.

Picture a straight line with a dot in the middle, the line represents lever action. The dot represents the engagement point.

Everything on one side of the dot is disengaged and everything on the other side is engaged. Well, Sherco has polished that dot and it preformed magically.

When Cody Webb and the EnduroCross gang do those wheelie turns, it’s their expert control of the clutch that allows them to do these turns reliably. It’s a predictable and forgiving engagement point.

The throttle action is smooth as silk too and combined with the magic spot in the clutch, I was tip toeing through some of the gnarliest sections today’s National Enduros have, then, across a field at 117kph. Oh yeah!

You owe it to yourself to ride one of these bikes and enjoy the quality clutch action, you’ll like other things about the bike too, cause for me, by the 40 mile marker I had made peace with a 4-Stroke and had fallen right in line with the guy’s I always ride with on these trails and well, for me that’s a success, to start with a bike I just knew I didn’t like and in a couple of hours change my mind, my style and I’m right back in line where I usually ride.

There are a lot of exciting bikes out there today, but Sherco is something special. Sure I’ve got a soft spot for Sherco — my friend Gary Hazel works there in Dealer Development. It’s always cool to see one of your friends doing a job he loves. Sherco has more than 80 dealers on the roster — and that number grows all the time — but Gary is always looking for good dealers. Email: dealer@rypusa.com or call (800) 607-8742 and say: Sherco, for sure!

DECEMBER 2020

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Continued from page 27

WHAT THEY SAID Having never ridden a 450 Sherco before and having heard how much of a brute it was, I approached the 450 with a bit of trepidation. But I quickly discovered it was all for naught. The 450 is anything but a monster; instead, it was a pleasure to ride. The 450 was surprisingly agile and responded well to rider input. I found the best way to ride the 450 was to click it up a gear and let all of its torque and bottom-end do the work while keeping the R’s as mellow as possible. It worked quite well, and I felt comfortable on the bike right away. ~ Kit Palmer, Cycle News

The Sherco 450 does not feel any heavier than a 300, which already feels light!

The power is very manageable but if you want to go, it goes! The 450 does have a ton more power than the 300 but again, it is controllable. ~ Steve Bonecutter, Bonecutter Off Road Blog

Sherco‘s plan is to extend engine life, reduce engine noise and unleashes more power at higher rpm. A new connecting rod bottom end bearing which is now a plain bearing for 2021 replaces the old roller bearing. There’s also a new connecting rod helping reduce stalling which in turn means a slight change to the engine cases to adapt and allow better circulation of oil inside. ~ Adam Duckworth, MotoHead

When I rode the newly presented 2019 models in France, the 450 was a beast that was too intimidating for narrow trails. I didn’t feel that way at all this year. It’s fascinating how reductions in rotating mass can make such a huge difference in manageability. The big 450 is probably the most improved bike in the Sherco offroad range. ~ Ron Lawson, Dirt Bike

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Dealernews Research

By Dr. Paul Leinberger

SUSTAINABILITY? Looking Forward To 2021

W

hen the history of the powersports business in 2020 is finally written, it is likely to mark a turning point in many ways. So much has changed – and while it is too soon to know which changes will last, there is a growing consensus that we must capitalize on the strong – and surprising – gains made during the course of the year.

The question on everyone’s mind as we head into the new year: How do we sustain the growth we experienced in 2020?

That was the topic of last month’s column (“Are Double-Digit Sales Sustainable?”). However, it is such an important topic that I want to expand on it this month. The strong growth in sales in 2020 fell into our lap. Very few, if any, commentators predicted that the powersports industry would be one of the (few) businesses to benefit from the COVID-19 pandemic.

It was one of those “once-in-a-lifetime” events. We had the right products at the right time. Hallelujah!

However, we didn’t plan for it; it just happened. And therein lies a hidden danger. Recent research from McKinsey indicates that “companies that prioritize business building (during times of crisis) tend to grow faster than their peers, respond with greater resilience to volatility and economic shocks, and see more success from it.” The research goes on to say that only 24% of businesses successfully prioritize business growth. Many talk about doing it, but few actually do it.

The businesses that succeed coming out of a crisis period are those that strategically prioritize new business building.

They do more than support organic growth. They identify new markets to serve, identify one or more market needs,

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understand customer expectations in those new markets, and then build a portfolio of products and services to meet those needs. They are also laser-focused on execution.

They understand what valuable customers look like and invest the necessary resources to meet their needs. The most successful firms build a series of new businesses, thus diversifying their risk.

You can’t just rest on your laurels; you need to invest in new ventures and commit to growing in 2021. But where should you put your money? How do you go about identifying a market need?

You have heard me say it on numerous occasions. Follow consumer trends and do qualitative and quantitative market research. Consumer trends will tell you where the market is going and consumer research will tell you what consumers are looking for. You know from your experience that you succeed when you solve problems. So ask yourself (and everyone who works for you and with you): “What is a problem that needs to be solved – and can I come up with a solution?”

For example, one of the most important consumer trends is the changing nature of the American household. Here are three important demographic trends shaping the modern American family:

1) A record number of multigenerational households A record 66 million people, roughly 20% of the U.S. population, live with multiple generations under one roof and that number has grown during the pandemic. When two or three generations are living in the same household, what does that mean in terms of the kinds of transportation needs they have and the kinds of recreational activities they are – and want to be - involved in? As we have learned in 2020, more families have discovered the joys of riding together and this has spurred additional sales – especially of small displacement bikes, e-bikes and scooters. Going forward, ask yourself: “What kinds of powersports equipment will multigenerational households be looking for?” Is this a need you can fulfill?

2) Nearly one-in-three adults are ‘doubling up’ In 2017, 31.9% of the adult population (over 79 million) lived in a shared household. A shared household is defined by the U.S. Census as a household where adults share a home with other adults (with whom they are not romantically involved).

This can be adult children living with their parents (a category that grew during 2020 due to COVID-19) or the other way around – parents living with their adult children, or unrelated adults living together. In this living situation, what are their transportation needs and recreational interests? Should you target this – very large and underserved - market?

3) Moving at historically low rates Moving was once a mark of upward mobility. There was a time in the 1950s when 20% of American households moved every year. Today, with the notable exception of California, under 11% of Americans move each year – a historic low.

With Americans staying put, how does that change the kinds of powersport equipment they (might want to) invest in?

Bigger garages and more powersports equipment? How can we help them fill up their garages?

Beyond identifying a market need and then fulfilling it, what else should you be doing? As we discussed nearly two years ago (“Dealership of the Future,” January 2019), now is a great time to envision your dealership of the future. Is now the time to add e-bikes, bicycles, and perhaps even drones to your product mix? Should you become an “adventure package” company creating ride-and-drive experiences for new and experienced riders? Is now the time to begin thinking of yourself as a mobility company or a fleet management and distribution center? Huge opportunities await.

2021 will either go down as the year we built on the successes of 2020 or the year sales began to stall yet again. Let’s make it a year of exciting change and amazing accomplishments.

Happy New Year!

A perennial keynote speaker for the Motorcycle Industry Council's annual Communications Symposium, Dr. Paul Leinberger has become the powersports industry's de facto futurist/strategist. Dr. Leinberger is an expert in market/brand strategy and research with more than two decades of social trend forecasting, market strategy and strategic planning. Prior to joining TTD, he was Senior VP of GfK NOP, where he ran the company’s flagship consumer trend services, Roper Reports, as well as the company’s groundbreaking Global Visual Database. His client list reads like a Who’s Who of corporate America: Hewlett-Packard, Apple, Disney, Nordstrom, Microsoft, Levi Strauss, E.& J. Gallo Winery and Toyota, among many others. Prior to his global responsibilities at GfK NOP, Dr. Leinberger was the Corporate Manager in the Product Planning and Market Strategy department at Nissan North America. Dr. Leinberger holds a Ph.D. in organizational and social psychology and a Masters of Urban Planning (Highest Honors). He lives in Irvine, California, and his work can be seen at www.dennyleinbergerstrategy.com

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Dealernews Research

By Lenny Sims

BY THE BOOK

NADAguides Market Insights Power The Market Values

A

lthough we are still tallying relatively strong Q4 numbers, we thought it would be interesting to see where we were in Q4 of 2019. Motorcycles finished the year strong last year, with cruisers performing better than the previous two years, and sportbikes on par with a strong 2018, ultimately beating Q4. Both segments brought an average of 3.6% more money year-over-year in 2019. Thus far in 2020 most segments of the powersport industry rebounded nicely from the early stages of the nationwide shutdown, with all but sportbikes showing a typical seasonal increase in pricing.

Cruisers recovered their steep early spring decline and are now averaging only 1% lower pricing than 2019. Sportbikes were not quite as good as 2019, but average pricing is still 1.7% ahead of last year.

Back in 2019 side-by-sides had a mixed year. Pricing for units in the sport segment was essentially identical to 2018 on average, starting the year on higher ground, then not seeing as strong a midyear bump, and ultimately remaining stable

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to close out the year. Pricing for utilities was lower than 2017 and 2018, averaging 3.3% less than last year. This year’s UTV preliminary numbers show the utility segment outperforming May-June 2019 by 2.8% on average, although still slightly behind 2018 levels. The sport segment continues to bring pricing stronger than in the past two years, 4.3% ahead of 2019 and 1.0% ahead of 2018.

In 2019 we said: “Looking forward, employment figures remain extremely strong, supporting record levels of consumer spending. We don’t foresee much change in most economic measures in the first half of the year.” While we couldn’t have predicted the pandemic sales have surprisingly been in line with our forecasts.

Since enjoying motorcycles and side-by-sides is a mostly solo endeavor, our industry is largely unaffected by the need to social distance. Pricing in the most recent period suggests buyers are eager to get back on the roads and trails. We anticipate the Q4 and 2020 totals will be more robust than 2019 in almost all segments.

About NADAguides.com NADAguides.com, the largest publisher of the most market-reflective vehicle pricing and information available for new and used cars, classic cars, motorcycles, boats, RVs and manufactured homes, offers in-depth shopping and research tools including a broad range of data, products and service and informational articles as well as tips and advice. NADAguides. com also produces electronic products, mobile applications, raw data, web services, web-syndicated products and print guidebooks. NADAguides.com is operated by National Appraisal Guides, Inc., a division of J.D. Power.

J.D. Power/NADA Guides, Inc. 3200 Park Center Drive, 13th Floor Costa Mesa, CA 92626 (800) 966-6232 Fax (714) 556-8715 www.nadaguides.com/Motorcycles

Dealernews Research

By Don Musick

STUCK IN A CHIMNEY

I

n last month’s article we made reference to and described how to build a drive time histogram using the Google Sheets Chart Editor. Regrettably, that graphic (figure 9) was stuck in a chimney and didn’t make it to press time. Better late than never, so let’s do a quick rewind to see how this works.

In the Chart Editor, we created a series of five minute “buckets” and counted the number of customers whose drive time corresponded to each range. The resulting frequency profile is shown below.

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In our analysis, we noted that ~80% of total customers were within a 35 minute drive from the dealer’s location and we used this percentage as representative of the dealers “core” customer base (shaded blue in the graphic). Clearly this threshold is influenced by local geography as well as road network complexity so your results will vary. In this example the optimal drive time range falls in the 5 – 20 minute range with a secondary peak at ~30-40 minutes. It’s important to note that drive time histograms are dealer-specific fingerprints representing market area reach. Keep in mind that market reach (hence histograms) can also vary by product line as discussed in our pre-COVID19 February issue.

Last month, we wrapped things up with a sneak peek of our drive time “bucket list” translated into contours on a map. These contours or “isochrones” represent boundaries of equivalent drive times and that’s where we’ll pick up again in this article.

HOW BIG IS YOUR BUCKET? In our example, drive time buckets were set to intervals of 5 minutes which worked well for the metropolitan area of San Francisco. In less populous markets, larger intervals may be a better fit. There’s a certain amount of subjectivity involved with choosing intervals that optimize the appearance of the drive time profile. A bucket size that’s too big can obscure detail while one too small can introduce a lot of noise. The following YouTube video is a walk-through tutorial on how to tweak your results.

At this point we can say adios to Google Sheets/Charts and take our bucket list of drive time ranges to a new (and free) tool that can be found at www.iso4app.net/demo.jsp.

CONTOURS No…. not those Contours (is there a group named ‘The Isochrones’?).

When you first launch the ISO4APP demo site, you’ll be greeted with a map that will likely show your current location (not necessarily the dealership location). You’ll also find a toolbar on the right and a menu icon in the upper left as shown in fig 1. below.

Zooming in and out on the map is accomplished by scrolling the mouse wheel up (zoom in) or down (zoom out) while holding down the “Ctrl’ key. The map is panned by left-click dragging the mouse.

To center the map on a specific location (your dealership), select the search icon (magnifying glass) from the tool bar and enter your target address. As you type, a list of possible matches appear in a drop down list. Select the matched address from the list and the map will re-center on that location (indicated by a blue circle).

By default, the demo restricts the selection of drive times to a single 10 minute contour. In order to plot multiple contours simultaneously, you first need to get an API Key. Simply left clicking anywhere on the map opens a dialog containing a link to a registration form which once submitted will send you an email with an API Key (Fig. 2). Once you’ve received your API Key, click the map again to re-open the dialog then copy and paste it into the “your key” field. Alternatively you can paste your key directly into the API Key field found in the main menu (Fig. 3). Now we’re good to go!

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Continued from page 33 THREE EASY CONTOURS It’s time to check out the options in the menu panel by clicking on its icon.

We’ll leave most of the options at their default values, but there are a few that need our attention. First and foremost, “Isochrone” needs to be selected as the “Isoline type”. Next, select “Motor vehicle” as the “Travel type”. Finally you need to set the detail level of your contours with the “Polygon concavity” option. Higher numbers equate to more detail which may be unnecessary for map views spanning larger areas. They also equate to longer calculation times which can limit your usage of the demo.

In our example we used a value of 7 (the range is 0-8). The ISO4APP demo is based on “credits” which are consumed with usage. The demo issues 1,000 credits initially and the API Key expires in one month so you need to be judicious with how much you experiment. After you’ve created your contour sets, an Info Window in the lower right of the map keeps a tally of your remaining credits, estimates the credit cost of each map click and reminds you of the API Key expiration date (see Fig. 3).

So let’s transmogrify our bucket list into map contours! From the “Distance” drop down you can select multiple time values corresponding to the desired bucket ranges. For this example we’ve selected 5, 10 and 15 minute drive time boundaries (Fig. 3).

Choosing your time ranges won’t automatically generate the map contours. This is accomplished by hovering the “+” cursor over your target location (it will change to a pointing finger) then left clicking the mouse. A “working” spinner appears over the map and the contours are successively plotted from first to last as shown in Fig. 3. Each contour is shaded in a different color (sorry…. colors aren’t user selectable).

THE WHOLE ENCHILADA Using an all too familiar 2020 buzzword, it’s time “Zoom” out and take a look at all of the buckets in our drive time profile.

Refreshing your browser window will clear the deck of contours so you can enter a new set of bucket ranges. In Fig 4., we’ve entered all of our ranges up to the 80% threshold value corresponding to a 35 minute maximal drive time (magenta).

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Continued on page 36

NPAUCTIONS.COM | 888.292.5339

Continued from page 34 As we stated in last month’s sneak peek: “The impact of network geography is immediately evident and clearly illustrates potential areas of opportunity”.

So ISO4APP gets us a nice set of contours on a map that correspond to our drive time bucket list, but that’s basically all it does. To be sure, there are other fun features that you can play around with (check them out in this YouTube video), but it’s not intended to be a more full featured mapping application. Even Google My Maps and Google Earth fall short in this regard although they are excellent visualization platforms.

However, there’s one more trick up ISO4APP’s sleeve and that’s the ability to export contour sets in a format that is compatible with both Google applications. If you look back at the toolbar in Fig. 1 you’ll see two icons (Fig. 5) which will allow you to export your contours in Google-friendly KML or KMZ formats. We’ll export in KML format and enter San Francisco.kml in the dialog box then click Ok to save.

While the KML file can be opened in either Google My Maps or Google Earth, we’ll wrap up with a look at the 5, 10 and 15 minute drive time contours along with customer locations using Google Earth. Red icons represent customer locations while the blue sphere is the dealer location. Next time we’ll check out how we can interactively identify areas of opportunity!

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) http://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

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SHOWTIME AUCTION ACTION!

NPA Goes Live, Again

Page 40

BEHIND THE SCENES

Remembering Marty Smith Page 48

PRI ROAD SHOW

Replaces Indy Trade Show Page 42

SEMA 360

AIMExpo CONNECT

Virtual Reality

Page 44

Digital Powersports Event

Page 46

apply it to new processes. What we have been able to do is stay true to our core, focus on the things we do well which is to process a vehicle, working with dealers providing the ultimate platform for all parties to interface and then saying how can we integrate the processes to solve the problems of those individual lenders or OEMS.”

“First and foremost it is important to have a shared, clear common vision,” notes Woodruff. “To me a key part of that vision is what value are we providing to the people we serve, the customer.” To maximize that value the auction lanes are divided into product categories, he explains.

AUCTION ACTION!

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fter the long lockdown, National Powersport Auction hosted its first in-person event on November 6. “There is nothing like a live Auction,” said CEO Jim Woodruff.

Even though the NPA Simulcast technology has been a proven commodity for the past decade, dealers from half a dozen states trekked to NPA flagship operation in Poway, California, to kick tires and bid on units in person rather than just participating online. “We are super excited to be back live and have everyone here today.”

There is just something about the magic of a live auction!

National Powersport Auctions is the nation’s leader in powersports remarketing, providing a complete range of auction-related services to our customers. “Founded by dealers, for dealers, we have been dedicated to serving the powersports industry since 1990,” says founder Cliff Clifford.

“Just a little background, I’ve always known since I was a young child that I would be involved in the motorcycle business. I went to motorcycle mechanics school… I thought that was going to be my claim to fame, but then worked my way into sales at the dealerships,” Clifford recollects. “That was an interesting time in the late 1980s-early ‘90s. There was no serving the dealer channel for used product and there were some relatively new finance companies coming into the market, but no clear game plan on the liquidation of repossessions so it was the perfect time. The lights went on for me and my partners and there were regularly scheduled live auctions starting in 1990… until COVID closed off gathering in person.”

“Our relationship with the OEMs has certainly changed over the years,” adds Tony Altieri, NPA VP of Business Development. “What we tried to do is take the things we do really well and apply them into different buckets so when we talked to different OEMs, lenders or strategic partners, we asked them ‘where is the future of their business’ and tried to take those answers and apply them to the processes we have in place… you take what you do really really well and expand into other verticals or you take the know how and

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“We may have 500-1,000 units in a single auction… that would be a long day! So we put the domestic cruisers in a lane, that would be Harley-Davidson and Indian. Typically sportbikes have their own lane and then everything else goes into its own lane, that would be off-road bikes, Side-By-Sides, ATVs, PWCs, boars… even trailers and RVs. “NPA got started with live auctions nearly 30 years ago, but today you can buy online, via our e-sales platform, but there is just something about the magic of a LIVE auction where everyone is here to see the product, they can experience what it is like, they can talk to the auctioneer through hand motions, eyewinks and whatever” concludes Woodruff. “The energy and the excitement is just unbeatable — you don’t get that anywhere but NPA. Even though our condition reports are the best in the world, being able to see the bike and make those decisions on the fly is a really important part of the process.”

See the full video on NPA’s return to the live auctions here: Video play box: https://www.youtube.com/ watch?v=Jgg0cKfXQgc&feature=emb_logo

NPA 2021 SCHEDULE

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ime was that every NPA Auction had its slot on one of four Fridays in the month… then National Powersport Auctions expanded its reach with key new markets, most recently opening the Lakeland, Florida, facility in the fall of 2020. Now there are eight locations but only 4 Fridays in most months. To accommodate all the auction action, the 2021 calendar features a host of strategic changes, including doubling up in Dallas.

The “Cliff’s Notes” cheat sheet from founder Cliff Clifford should help. “We’ve made a few changes, but it sort of makes sense,” claims Clifford. “And all auction times remain the same.”

NPA Denver moved to the Thursday before the first Dallas auction

NPA Sacramento moved to the Thursday before Atlanta

NPA Madison moved to the Wednesday after Atlanta

NPA Lakeland is the Thursday before the second Dallas auction

To make it even easier, dealers can download the entire 2021 schedule on Outlook, Google & Apple calendars: https://www.npauctions.com/cp/NPA2021ics

AUCTION CALENDAR

ATLANTA | CINCINNATI | DENVER | DALLAS | LAKELAND MADISON | PHILADELPHIA | SACRAMENTO | SAN DIEGO

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NPAUCTIONS.COM | 888.292.5339

DECEMBER 2020

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PRI ROAD SHOW REPLACES INDY TRADE SHOW

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or the past couple of years, Dealernews has sent OffRoad Editor Charlie Williams to snoop around to see how the other half lives at the annual Performance Racing Industry trade show each December. Even though they are car guys, Charlie has dug up some real scoops like Hoosier Tires entry into the dirtbike biz and the insider view of Lucas Oil’s powersports plans, highlighted last month. When COVID first flared its ugly head, PRI was still on the schedule. Even when the bigger shows like SEMA and EICMA scrapped their 2020 plans because of the pandemic, PRI President Dr. Jamie Meyer issued an open letter saying PRI was still set for December as scheduled, which ran in the August issue

However, PRI finally threw in the towel in September stating that despite working closely with the Visit Indy team, the Indiana Convention Center staff, and other Indianapolis officials to develop a plan for a safe and productive PRI Trade Show, the show was not going on. Despite health and safety guidelines that would have been in place, mounting uncertainty related to the Coronavirus resulted in an environment that would not be conducive to a productive trade show.

“It is with great disappointment that we announce that the 2020 PRI Trade Show will not take place,” said Dr. Meyer.

“Our goal is to always do what is best for the motorsports industry, and PRI will continue to lead with business solutions for an ever-changing future.” However, to demonstrate the organization’s committed to motorsports parts manufacturers, resellers, racetracks, race teams, sanctioning bodies, media, and racers themselves, PRI launched a road show to take the message to the industry.

Running from October through December 15, the first-ever PRI Road Tour, resulted in hundreds of race-related news pieces reaching millions of individuals. Featuring motorsports parts manufacturers, race tracks, and other performancerelated businesses and professionals, the content has been featured on the PRI website and social media channels, as well as distributed through industry media partners, like SPEED SPORT TV.

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“The content produced during the PRI Road Tour is being developed by the world’s best photographers and videographers, and it’s available for all media to use,” explained Dr. Meyer. “This amazing content resonates with the racing world, and media groups have begun to use it in its coverage of the racing industry.”

The PRI Road Tour took the PRI team directly to manufacturers, wholesalers, retailers, race teams and race tracks throughout the country over a two-month span, where production specialists collected, generated and distributed professional content for the racing community. Designed to help increase awareness of the motorsports industry and the companies featured in the stories, the content is used across PRI’s channels, as well as made available and used by media outlets that want to support the industry by amplifying the news and information it gathers.

To date, the content on PRI2020.com/RoadTour and across Facebook, Instagram, LinkedIn and Twitter has reached more than 8.7 million individuals, generating 13 million impressions. Additional exposure has been generated from several media outlets, including Grassroots Motorsports, Power Automedia, and RACER. SPEED SPORT has also partnered with PRI to produce eight weekly episodes showcasing the best content from the PRI Road Tour, with well-known motorsports broadcaster Ralph Sheheen.

“The content produced by the PRI Road Tour crew is stellar, and we’re excited for the opportunity to package it into a compelling, easily-accessed production,” said Sheheen, who joined the PRI Road Tour during stops in North Carolina. “This partnership with PRI enables us to further support the racing industry by sharing their news and stories.”

The PRI Road Tour kicked off October 10 at the Indiana Convention Center and visited businesses in Indiana, Illinois, Michigan, Ohio, North Carolina, South Carolina, Georgia, Texas and California. Content may be king, but much of the value of PRI’s trade show comes from education. With that in mind PRI hosted an online education session during the days PRI was originally scheduled to run.

PRI EDUCATION, DECEMBER 9–12, 2020 “World-class business and management education is a hallmark of PRI, and this year’s virtual lineup features an impressive array of topics and speakers to benefit motorsports businesses of all types and sizes,” said Dr. Meyer.

“The PRI Education program runs the gamut from Social Media Strategy to Pricing Policies, Sponsorship Activation, Building Brand Awareness, and much more.”

The event kicked off with Dr. Meyer offering a keynote address: Change & Adapt: The Year of Challenge and Uncertainty Followed by Dr. Meyer sharing a recap of PRI and the racing industry challenges and achievements that were part of year 2020. Time was also spent answering questions from the health and safety professionals that serve the racing community.

The Road to Recovery: A Digital Marketing Game Plan for a Triumphant 2021 Speaker: Corey Perlman The way we navigate the next 60-days will directly determine the speed at which we are able to come back from a challenging 2020. This 30-minute virtual workshop delivered a list of specific action steps to supercharge your website, online directories and social media sites for a successful start to 2021!

Search Engines’ Impact on Your Performance Racing Products Speaker: Jason Dodge Search engines are a constant moving target. Google updates can happen overnight and leave your brand sitting on the starting line. In today’s world of “on-demand” services and online retailers, the challenges of keeping up with Google, and your competitors, can often feel endless. This session shared actionable insights to help you and your brand determine how consumers are searching for your products, and what you can do to be in tune with their requests.

Refine & Re-imagine Your Brand Speaker: Mike Brown Even the strongest brands saw challenging times in 2020.

Learn quick and easy strategies to refine and re-imagine your brand so you can adapt and pivot throughout 2021. Learn actionable steps to: Imagine new ways to deliver your brand benefits Use the EAR model to pivot your brand Explore new ways to deliver core benefits Use big questions to generate amazing ideas Find future-oriented ideas in other business models

The Secrets Your Web Visitors Are Keeping from You Speaker: Brian Lewis Over 60% of web visitors leave a site without visiting a second page. Upwards of 98% choose not to purchase on any given visit. Don’t count on your visitors to tell you what’s wrong with your site … they won’t. But there are ways you can outperform those averages, delight your visitors, and increase your online sales.

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“The SEMA Show has always been the best way to see new products before they hit the market, and SEMA360 continues that tradition alive,” said Barry Kellerman, owner of Truck Stuff And More. “This year I will miss the hands-on experience that the SEMA Show offers, but SEMA360 is the next best thing. Attending SEMA360 keeps us informed about the innovations and new products so we can better-serve our customers.”

SEMA 360

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iven that SEMA Show has become one of the world’s largest trade shows in terms of both size and attendance, changing direction is akin to trying to maneuver an ocean liner. Rather than going the route of the Titanic, the captains at SEMA made an early (and now proven to be correct) course correction early on. Cancellation of the physical trade event did not mean the industry was going down with the ship, though.

“A resilient specialty equipment industry continues to converge at www.sema360.com to conduct much-needed business in preparation for a successful 2021,” claimed the non-profit organization. Held online November 2-6, SEMA360 enabled attendees all over the world to connect with top manufactures who showcased their latest products and technology. Since Dealernews covered the last two shows with an eye on cross-overs and the blurring of industry lines because of UTVs, we signed up for the virtual reality of SEMA 2020.

The trade-only event was created as an alternative when uncertainty due to the COVID-19 pandemic forced the postponement of the in-person SEMA Show in Las Vegas in 2020. The online platform makes it possible for manufacturers and buyers to connect in an effective and efficient manner.

“SEMA360 is a fantastic opportunity to digitally see new products, vendors and services that we would have missed due to the pandemic situation,” said Donnie Eatherly, president of P&E Distributors. “Our goal at SEMA360 was to find those new vendors and new products from our current vendors that will help us continue the growth curve that we are experiencing now through 2021.”

More than 650 manufacturers, featured 2,200+ products in the New Products Showcase. There were also 300 some odd custom vehicle builds showcased and exclusive education seminars during the course of the five-day event. The plan was for SEMA360 to provide attendees a complete and immersive online event experience.

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About SEMA360 Taking place entirely online, SEMA360 is a five-day event available exclusively to the automotive aftermarket industry.

With a focus on new products, custom vehicles and doing business, SEMA360 consists of a New Products Showcase with more than 2,200 products, a Builders Showcase with 330-plus custom vehicle builds, more than 30 industryfocused educational seminars, live and pre-recorded activities, manufacturer/buyer/media interactions, and more than 650 Manufacturer Showcases from companies that produce products that enhance the performance, styling and functionality of cars, trucks and SUVs. Buyers, resellers, distributors, installers and re-stylers in the industry are invited to attend.

AIMExpo CONNECT

Digital Powersports Event Dates Set

D

ealers! Now is the time to get the holeshot on AIMExpo CONNECT. Registering for the show gives you access to the industry town hall kick off session, four education tracks as well as the virtual tradeshow that will showcase new products and exclusive show specials. Presented by Dairyland, AIMExpo CONNECT will be held during the same dates — January 21-22, 2021 — bringing the powersports industry together for the first time since the onset of COVID-19.

“AIMExpo has always focused on providing a platform that brings the industry together, in one place, at one time,” says Cinnamon Kernes, VP and general manager of MIC Events.

“We created AIMExpo CONNECT to kick off 2021 and provide a central, digital marketplace to showcase the newest and best powersports products in the market. Nothing will replace face-to-face meetings and events, but we didn’t want to wait to gather. We’re here to help the industry connect, and our unique matchmaking system will help exhibitors and dealers make real connections.”

Things will kick off with an opening keynote address by Erik Pritchard, president and CEO of the MIC and feature a series of timely educational seminars and a product-launch platform to help manufacturers and service providers connect with dealers. Simultaneously a virtual exhibit hall will showcase new powersports vehicles, parts, accessories, gear, news and content on both days. Dealers will be able to view products, access show specials, and make appointments to discuss products and orders with exhibitors.

Following in the steps of AIMExpo’s education program, there will be multiple education sessions available during the two days focused on “Profit Solutions.” Topics include a conversation facilitated by Dairyland about powersports insurance offerings that can help maximize dealer profitability, and an MIC Bankcard presentation that will talk about unlocking the secrets of credit card processing fees, costs, risks and compliance.

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“Dairyland is thrilled to connect with powersports’ industry leaders in our partnership with the MIC and AIMExpo to bring AIMExpo CONNECT to life,” says Jason Millar, Senior DirectorMotorcycle for Dairyland. “It’s great to work alongside those who are equally passionate about this industry, exceptional service, and keeping riders safe and protected.”

AIMExpo CONNECT presented by Dairyland will also host a special MIC Gas Tank Competition featuring the year’s top industry innovators and entrepreneurs. “Gas Tank” is the powersports industry’s version of TV’s Shark Tank. Gas Tank finalists, who have been paired with an industry veteran for mentorship, will present their business plans to a panel of judges who will select a first-place winner.

The Backstory Deciding to scratch the January 2021 date did not come easy. “We have made the difficult decision to postpone the 2021 AIMExpo, the industry’s annual trade show, and while this wasn’t an easy choice it is certainly the right one,” said Cinnamon Kernes, VP and general manager, Motorcycle Industry Council Events at the time. “With local directives limiting gathering size, travel restrictions, and a myriad of other obstacles created by the pandemic, there are too many unknown factors limiting our ability to create a safe environment that will also deliver the experience and ROI our exhibitors and attendees expect.”

Hosting a show just to keep a date on the calendar is not what AIMExpo was after. “We do not want to deliver a show that doesn’t live up to the exhibitors and the dealers high standards. Also impacting our decision to postpone are the dealers working to rebuild their businesses after suffering devastating damage from fires, hurricanes and floods that have hit both the East and West Coasts.

“There is tremendous value in face-to-face meetings and in-person events and we believe in their ability to create irreplaceable opportunities to connect with people and businesses to drive commerce. The AIMExpo team will continue to work with key industry partners, including Tucker Powersports, to explore options that deliver relevant and important educational content for dealer attendees in 2021. Likewise, the team will be looking for opportunities to connect the powersports brands through quality networking events later this year.”

The AIMExpo CONNECT virtual event is the result of the soulsearching and meeting the needs of the industry to come together in some format.

SHOW SCHEDULE (all times are shown in Pacific Standard Time zone) Thursday, January 21 9am – 10am Industry Town Hall moderated by David Nour

10am AIMExpo CONNECT Virtual Tradeshow Opens

10am – 12pm Dedicated Digital Tradeshow Hours

12pm – 2pm Profit Solutions Education Track, Session 1&2

Friday, January 22 All Day AIMExpo CONNECT Virtual Tradeshow Opens

9am – 10am 2020 Gas Tank Presentations & Winner

Showcases

10am – 11am Dedicated Digital Tradeshow Hour

11am – 1pm Profit Solutions Education Track, Session 3&4

In order to access the show floor, connect with exhibitors, SEE new products and SAVE with exclusive show specials, you will need to complete your attendee profile. Once registered, you will receive email updates from the AIMExpo CONNECT team on how to do this.

FLOOR PLAN https://s23.a2zinc.net/clients/mic/aime20/CUSTOM/ images/CONNECT_Floorplan.pdf

REGISTER HERE: https://events-na6.adobeconnect.com/content/ connect/c1/2413029712/en/events/event/shared/ default_template/event_registration.html?scoid=2420462283&_charset_=utf-8

DECEMBER 2020

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MORE POWER TO FLATTEN THE CURVES. With up to 350 cold-cranking amps for reliable start-ups in any condition and up to 21 Ah reserve capacity to power all your accessories, the YTX series by Yuasa sets the standard by which all powersports batteries are judged.

yuasabatteries.com

e THE ULTIMATE CHRISTMAS GIFT...

At Least For Indian Dealers -

Page 50

AMA SANCTIONS eSPORTS

National Champions To Be Crowned -

DAMON TOP OF THE POPS Popular Science, That Is -

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CURRENTS+

AMA SANCTIONS eSPORTS

“Esports has become another way to connect with fans, and INIT ESPORT is happy to provide this tool for the AMA and its disciplines,” explains INIT ESPORTS President Stefy Bau. “Riding and racing can be expensive, especially for a newbie, but esports can provide that first taste with a lower barrier to entry. The younger demographic is already playing video games, and now with motorcycle esports championships, anyone from across the globe can become an AMA eSports National Champion.”

THE ULTIMATE CHRISTMAS PRESENT FOR INIDAN DEALERS The gift of another generation of riders courtesy of Indian Motorcycle’s eFTR Jr, the company’s first electric youth offering. The minibike provides a way for motorcyclists to hand down their love of riding to their children… and dealers to capture customers for life.

With design inspiration from the championship-winning FTR750, the eFTR Jr provides parents with an approachable way to teach kids how to ride. Indian says the eFTR Jr is safe for kids 8 years and older, with a maximum weight of 175 pounds.

But rather than talk about it, Indian decided show it.

In the latest promotional video for the Indian’s eFTR Jr video series features Freestyle Motocross Icon (and Indian brand ambassador) Carey Hart who is shown teaching his daughter Willow how to ride. Talk about the gift that keeps on giving!

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Bau, a 3X women’s MXGP champ in the real world, adds that virtual esports expands exposure to two-wheel competition, for both new and existing riders. “The intention is to create a path to turn gamers into consumers of the sport and allow riders to have fun when they are not on their motorcycles by participating in or watching esports events,” claims Bau. “This agreement with the AMA is a first of its kind and will be a model for other sports to follow. In a digital world, sports can really expand on diversity and inclusion.”

The AMA-sanctioned esports calendar will include twowheel video game competitions of varying size and scope, culminating in an annual national championship that will award AMA National No. 1 plates to class champions as early as 2021. The AMA and INIT ESPORTS will announce schedule and registration information as it becomes available.

“Esports events require a technical infrastructure, rules packages and competitor engagement that make them as distinctive as any traditional racing discipline, and as such, area expertise is necessary,” adds AMA Chief Operating Officer James Holter. “INIT ESPORTS is the right partner to bring that expertise and provide our participating members with the fair, structured and inclusive events that they expect. With this agreement, the AMA is proud to acknowledge esports as its own classification of competition and sanction it accordingly.”

Click here to gain admission to the virtual world: https://www.initesports.com/

“While we build our factory northwest of Austin, we’ve acquired a temporary manufacturing facility for the Grunt in Round Rock, Texas, where production will begin in Spring of 2021,” says CEO Andy Leisner. To facilitate a Spring 21 launch, Leisner adds they open for investment. “We are inviting the powersports community and EV start-up investors to be part of the industry’s evolution to electric by investing in the only 100% electric, outdoor powersports company.

“This way, our customers and EV fans can be part of a company they believe in, while gaining equity in an industry that is accelerating its move to electrification.” So far, so good: The public crowdfunding round closed on December 15 after raising more than $2.5 million. Since September of 2020, a total of more than $4.5 million has been raised for Volcon through a seed round of funding and through WeFunder.

VOLCON IS COMING

The first model has been announced and EV start-up Volcon is ready to start charging ahead. Is first model, the “Grunt,” is an electric dirbbike with an expected delivery of spring 2021.To be followed up by its other two electric models, the two-seater Stag and the four-seater Beast UTVs.

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The bike’s 37 kW (50 hp) motor is roughly equivalent to a Zero FX in terms of power. The Grunt offers 102 Nm (75 lb-ft) of torque and can reach a claimed top speed of 60 mph in 6 seconds… with a claimed 100 mile range on a charge. MSRP is anticipated to be $5,995. Click here for more: https://volcon.com/

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CURRENTS+

DRIVING THE EBIKE INDUSTRY

“As electrification momentum builds, our new MudPort sprockets advance technology for vehicle manufacturers who appreciate the silent, smooth, low-maintenance features of belt drives, and need this now for both dirt and pavement,” says Joe Menzel, general manager of Gates Carbon Drive & Global Mobility. “We expect this innovation to result in increased use of belt drives for both gas & electric powersports around the world.”

MudPort builds on Gates Carbon Drive’s 14-year legacy of designing sprockets that are perfectly paired to its carbon fiber belts. Menzel notes that an early version of MudPort technology was first used on bicycles back in 2007. Since then, the technology has been improved and scaled up in power rating by optimizing port design, tooth shape, and materials, and by eliminating flanges where possible. “The end-result is a belt-drive system that is expected to increase lifetime in high-debris riding conditions while also reducing weight vs. standard sprocket designs.”

MudPort sprockets are currently available as an upgrade on the Cake Kalk and will become a standard feature on the Kalk starting in model year 2021. They come standard on the Cake Ösa, a utilitarian electric scooter for a wide range of riding terrains. MudPort is also featured on the newly upgraded Sur-Ron Light Bee electric dirtbike that made its debut at the 2020 China International Motorcycle Show.

MudPort is compatible with the entire line of Gates Carbon Drive 11mm polyurethane belts and comes in a range of widths and diameters to fit most two-wheel applications. To learn more about products from Gates, visit: www.gates.com/mobility

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DAMON TOP OF THE POPS… Popular Science, That Is

Each year, Popular Science reviews thousands of new products and innovations and chooses the top 100 winners across 10 categories. To win, a product or technology must represent a significant step forward in its category… The new HyperSport eMotorcycle from Canadian-based Damon Motors checks all the boxes.

“The Best of What’s New Awards showcase the year’s greatest feats of human ingenuity,” says Popular Science Editor-in-Chief Corinne Iozzio. “Even in a year like 2020, innovation has helped us glimpse a future that’s safer, smarter, and more enjoyable than we might have thought possible. This collection, which includes everything from a new generation of Mars explorers to ultra-hygienic print-toorder eyeshadows, is full of items we’re proud to call the Best of What’s New.” The HyperSport was launched at CES in January of 2020, establishing Damon Motors as the leader in a new era of motorcycling that addresses social issues like climate change, safety and security. Damon has prioritized datadriven thinking at the epicenter of the company, employing unprecedented, radical innovations in sensor fusion, robotics and AI to set a new standard in motorcycle safety, awareness and connectivity.

“Damon Motors continues to push the boundaries and redefine modern motorcycling as we know it,” said Jay Giraud, founder & CEO at Damon Motors. “We’re making motorcycling smarter, safer and cleaner than ever before.

To be recognized by Popular Science for our innovation is a great honor.”

See the sizzle reel here: https://www.dealernews.com/ Home/post/shocking-news/2020-12-11

VIVE LA DIFFERENCE The MoonBike Takes Off

The aptly named “MoonBike� is a French made all-electric snow bike set for pre-orders in January. The concept calls for a snowmobile-style rear track drive and front ski for maneuverability. The 3 kW motor is claimed to generate speeds up 28 mph.

Instead of using a single fixed battery, the MoonBike hold two 2-kWh batteries, allowing riders to double up on range.

According to MoonBike the single battery has a range up to 21 miles, depending on conditions and how aggressive the rider is. The dual-battery configuration can double that range, and the batteries are removable for even more range.

Click here for more details: https://www.moonbikes.co/

Please tread lightly and travel only on routes and in areas designated open for motor vehicle use.

Remember, Respected Access is Open Access.

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

I got my first taste of Rally competition in 1987 when I was contracted to race two of the large feeder rallies for Dakar, the Rallye De Atlas in Morocco and Djerba “500” Rally in Tunisia. Each Rally was about seven days long and covered 2000 miles (plus or minus), and although this style of racing was entirely new for me (i.e., using the Roadbook), I did quite well right from the start. I won two stages in the 1987 Rally De Atlas, and had I not blown a gearbox in one of the special tests (and taken a huge time penalty for the subsequent DNF that day) would have possibly finished on the podium. Later that year, I won the Djerba “500” Rally overall, overcoming some major setbacks in the early stages only to come from behind and win in the end against Europe’s best. A very proud moment indeed.

BUILDING A TEAM OF RIVALS Pulling A Page From The Rally Playbook

By Scot Harden

NOTE: My column this month is dedicated to all the Powersports Dealers in America. It’s a parable about racing and dealership health and well-being.

uring my racing career, I competed in a wide variety of off-road racing disciplines. As a racer, I never wanted to limit myself to just one form of racing.

Sure, my first love was high-speed desert races, Barstow to Vegas, Hare & Hounds, long-distance off-road races like the Baja 1000 and the Mint 400. But over the years, I always looked for new challenges and ended up racing on just about every type of terrain and competition there was. From GNCC to National Enduro, National Hare Scrambles, ISDE Qualifiers, the ISDE itself, Grand Prix and even Pike’s Peak (when it was still mostly dirt), east coast, west coast, Baja, Europe, Africa and South America… I’m proud to say I’ve competed in just about every type of offroad race there is and on almost every continent. I feel fairly qualified to speak on this subject and, it’s why I hope you can appreciate that when I say, of all the forms of offroad racing, nothing compares to Rally competition for intensity and overall experience.

I’m talking about Marathon Raid Rallies like Dakar. Ultralong distance, multi-day stage rallies where navigation and the ability to read a Roadbook account for your final result as much as your ability to ride a motorcycle. Where fortitude, endurance and one’s ability to think clearly and perform under extreme pressure are tested daily over two-three weeks, and thousands of miles against the best competition the world has to offer.

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I returned to Africa in the following year and took 2nd overall at the 1988 Rally De Atlas after a tremendous battle with Gaston Rahier and, just one month later, finished 3rd overall at the Incas Rally in Peru. By then, my sights were set on winning Dakar, and with the results I had achieved, I thought I had a good shot at being selected for one of the big European factory Dakar teams of the day. At the time, the tobacco companies were investing a lot of money in Dakar, and I wanted some of it. It was not to be though as the motorcycle distributors from France, Italy and Germany where the teams were based, and national team politics kept me from being selected for any of the big factory efforts. After spending the better part of two years on the road and several long stints away from home, I came home and gave up my Dakar dream.

It wasn’t until almost 20 years later Dakar beckoned again. In 2003, KTM and Red Bull approached me about generating interest in the U.S. for Dakar and Rally racing in general and appointed me Team Manager of the U.S. Red Bull/KTM Dakar team. My assignment: put together an American team that could compete at Dakar and generate interest in the U.S. I agreed with the caveat I would not race, as I felt I was too old and did not want to suffer or take the enormous risks that it entailed. Instead, I selected three other veteran U.S. riders for the team, but as fate would have it one of them broke his leg just three weeks before the race.

It’s like joining a traveling circus where you are bound together with a bunch of strangers in a common quest for glory and redemption. Like the circus, there are plenty of wild animals and crazy things that occur along the way. Each day a thousand personal stories unfold along with other dramas where life and death often hang in the balance. The bonds that form in a setting like this are intense and deeply emotional. Camaraderie is at a premium; the revelry in the bivouac each night quite moving. Living and working in such close quarters, under such pressure, while sharing meals, sleeping quarters, even showers leads to the breakdown of interpersonal barriers.

With no other riders available, and more specifically with all the required visas in place to travel into Central Africa, I was talked into riding by KTM and Red Bull. I ran as high as 6th overall in the 2004 Dakar Rally before DNFing with a broken ankle midway through the race. Oh, how I wish I had finished! Because I had started and DNF in 2004, I had to go back and finish. I spent all of 2005 preparing to return to Dakar so that I could see the mythical Lac Rose at the finish line. In the end, I finished a respectable 17th overall out of 250 riders. Not bad for an old washed up desert racer who turned 50 years old later that same year. In 2005, besides my personal goals, my main job was to help train two young American riders, Kellon Walch and Chris Blais, to win Dakar someday. Both finished with Chris taking Rookie of the Year honors and Kellon winning a stage. Both went on to have impressive rally careers of their own, Chris finishing on the podium at Dakar in 2008 and Kellon serving as a navigator for many top teams, including Robbie Gordon.

As mentioned, Rally racing is in a league of its own in my book, especially when it comes to the experience’s totality.

Racing for hundreds of miles each day, waking up well before sunrise, finishing well after dark on some days, battling the terrain, the roadbook, the cold, the heat and the competition, nothing quite compares to the experience of rally competition. Factor in the strange lands, the wildly divergent cultures, the language differences, and it all adds up to one very unique environment in which you are thrust.

An esprit de corps emerges amongst the competitors, heightened by the realization that you are all experiencing a peak life moment, a moment that you will most likely remember forever. In this environment, working relationships are formed even amongst hardened competitors, and many unwritten rules emerge, all based on the understanding that you are all in this together. It’s not uncommon for fellow riders, even top competitors, to work with and help each other. Everything from working together to navigate a difficult section, stopping to help a fellow competitor get his bike unstuck from a bottomless sandpit, a water crossing, a steep hill, or sharing a spare part or tool on the trail to help someone else keep going.

And, of course, always stopping to check on a fellow rider after a fall. I’ve seen top racers from competing factory teams help each other repeatedly because you never know when the time might come when you are the one needing assistance, where you require a little help and are on the receiving end.

From this spirit of cooperation and with the understanding, “we are all in this together,” I assert our industry should be coming together like never before to protect our mutual interests. I say this because, much like Rally racing, the challenges facing the powersports industry are daunting.

The days are long, and the course is very tough, the way forward unclear, the finish line still far off in the distance.

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Continued from page 55

Never before have political and commercial forces aligned themselves such that the powersports industry and especially dealers, in my opinion, are in the fight of their lives. They will either survive collectively or fail individually.

Brick and mortar stores, the foundation of our business, are under severe attack from online retailers, big-box outlets, and national chains. It’s time for everyone to come together and work for the common good of all, to advocate for each other, to promote retail excellence and business skills, to share best practices and data.

This past year has taught us just how vulnerable we all are and how urgent it is that we should organize and

prepare to protect our future business interests. There is undoubtedly strength in numbers. I know I’m not alone in arriving at this conclusion. Let the discussion continue, and let’s see where it leads.

As I learned over years of competition in some of the toughest races on earth, sometimes your best friend, your closest ally, the person that you can count on the most when the going gets tough are your fellow competitors.

Who else knows exactly how you feel, what you are going through and what remedies you need to just keep moving forward? And just like Dakar, it’s going to take a real team effort, a team of rivals in some cases to win!

AMA Motorcycle Hall of Famer Scot Harden has enjoyed a nearly 40-year career as one of the world’s top off-road racers and compiled a set of records that few can match. From 1971 until his final professional race in 2007 — at the age of 51 — Harden mastered a wide range of off-road disciplines. He also has compiled an impressive executive management resume within the motorcycle industry as a brand builder, race team manager, sales professional and product planner with such companies as Husqvarna, KTM, BMW, Zero Motorcycles and Best in the Desert. Harden also is owner of Harden Offroad, a business consulting practice. He was inducted into the AMA Motorcycle Hall of Fame in 2008.

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BY DON EMDE

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The Speed Kings: The Rise and Fall of Motordrome Racing includes 600 illustrations and 40 chapters over 372 pages. Four-color sepia tone throughout, and printed right here in the United States of America! Foreword

by Kenny Roberts.

An imprint of Don Emde Inc.

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DEALER PROGRAM: Dealer Price: $45 each (Shipping included) Books come only in 5-packs for dealer orders (Total per case $225).

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the result. Think about it: you go to the restaurant where the service and food is consistently good. Not terrific one time, and awful the next.

Great processes also help problem solve. Much like a motorcycle’s wiring diagram, if you have an intermittent electrical problem i.e., some sort of performance issue, simply follow the diagram to see where your connection is broken:

For slow season process retooling, start with your revenue generating actions: Incoming phone or internet leads.

Outgoing phone prospecting.

Steps to the motorcycle sale.

Accessory consults.

Riding gear consults.

Service-plan follow up.

Acquiring and leveraging referrals.

These are all areas to work on that can yield immediate revenue benefit.

Here are some process creating tips: Reverse engineer. Start with the end result and work backwards.

What’s the best way to capture contact information from incoming callers?

How do you convert callers to shoppers?

How do you create an email dialog with web visitors?

How do you establish a trusting relationship with prospective ® buyers?

How do you complete a CRM record, so you always have a Something Wicked This Way date, time, and next step?

Comes, Part II Create a reasonable number of steps. A four, five, or six step

By Mark Rodgers process is good. A 17-step sales process is ridiculous.

his year is the perfect time to work on your business Test it. Under varying conditions (real or simulated) and and not in your business. Last time we focused on the with different people. Does it work when you are busy? one-two punch of dramatically increasing revenue and Does it work when you are short staffed? If it doesn’t, don’t ruthlessly decreasing expenses. Now, we pick up with two necessarily throw the process out. Often what’s required is a more retailing strategies to help you handle whatever comes brief adaptation or contingency plan to help. down the pike.

Simplify it like your life depends on it. If you can’t explain your Strategy Number 3: Create Bullet-Proof Processes process on a one-page checklist, it’s too complicated.

A bullet-proof process is one which when followed with a modicum of mastery produces consistent results. You don’t Some final thoughts about process creation. Your process want to have series a of steps that only a Gretzky or Jordan improvement doesn’t have to be management driven, in fact could pull off. And you want it to be relatively simple to follow. it rarely should. Have one person, who actually does the task,

identify what they do and then work with others to improve The slower season is the perfect time to retool your processes. and simplify. (The person who does it is often too close to the Asking a store to retool processes in the height of the busy task to see it objectively.) season is like trying to rewire the house while the lights are still on. Now, you have the time to think and experiment.

The death for far too many new dealership processes is when

someone is intractable in their position. For example, “I’m not Bullet-proof processes enable faster onboarding (Here’s how doing that it’s not my job.” Or “I don’t move bikes, I don’t talk we do it.), more reliable results (We close two-thirds of all with customers, I don’t fill out paperwork.” trade evaluations.), and consistency for your customers (They always do a great job). Consistency is the Willy Wonka Golden Really? Well, you don’t work here either.

Ticket for dealerships.

Strategy Number 4: Be Special Forces-Like In Your Talent What do great brands like Apple, Amazon and Netflix have Development in common? You know what you’re going to get. Customers It’s been said that police officers receive six months’ worth of want to do business with those from whom they can trust in training for an entire career and that members of the Navy Seals get six months’ worth of training for a single op. If that’s even close to accurate it’s a fascinating contrast. You should 58 probably fall somewhere in the middle.

THE SALE!

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And this is a two-way street. Dealership management should provide structured and non-structured developmental opportunities, and employees are responsible for contributing to their own growth.

I’m always amazed at the disparity between technicians and other dealership roles. Technicians understand the need to invest in the tools to do their job, yet others seem steadfastly against anything that might require effort or investment.

I’ve seen dealerships with more than 50 employees spend less on development in one year than I spend on myself! I’ve had people tell me they would never buy a business book with their own money. One person told me they would never view an online training program on their own time. Another Einstein proudly boasted, “I don’t read.”

There’s a name for people who have this mentality today’s economy: Unemployed.

The whole idea here is wrapped up in this quote from Ben Franklin, “If a man empties his purse into his head, no man can take it away from him. An investment in knowledge always pays the best interest.”

Here are some ways that you and your people can invest in their own development:

Self-Study: With the preponderance of high-quality information available today either at low or no cost there is simply no reason you’re not spending time in this area. Find reputable sources in topics that are immediately of value. If I’m a finance person I might listen to the free daily podcasts of Dave Ramsey. If I’m a dealer principal, perhaps the daily

podcasts of the Wall Street Journal. Get a Kindle device or other e-reader and download sales books, goal setting books or time management stuff (email me and I’ll give a few recommendations). Or … go to your library and check out a few books (yes, a Ben Franklin innovation). There is simply no excuse for you not to be putting effort into your own self development.

Training: But learning on your own can only go so far. There really is something to getting into a Zoom room with peers who are seeking to develop similar skill sets. A talented facilitator and a high-quality program can enable you to skyrocket your results. It does this because of the divergence of skills and perspective, but also the sense of community you’ll develop.

Deliberate Practice: Just because you’ve read something, listened to something, or tried it a bit in a workshop, doesn’t mean you’ve mastered a skill. It takes many, high-quality repetitions in order for you to translate a new skill into what’s known as unconscious competence.

Coaching: A person told me once that if his people needed coaching, he didn’t hire the right folks. I quickly pointed out that even Michael Jordan, Payton Manning and Tiger Woods all had coaches when they were at the heights of their powers.

No matter the skills of the people you’ve brought onboard they will need reinforcement when they perform well, correction when they veer off course, and a push to acquire new skills.

Mentoring: In my view mentoring is really career guidance for the longer term. Where coaching my focus on a specific skill, how to effectively get the customer’s contact information, mentor helps to develop, what your life and career may look like in three years. Both coaching and mentoring are key to the development of a person.

Exemplars: The definition of this is “an ideal example of something, being worthy of being copied or imitated.” Not that you would copy someone else’s career, per se, but rather someone has had a terrific impact on the dealership, great relationship with customers and most people speak well of them. Exemplars serve as our north star.

It’s about how you do what you do, and how well your people can do it. Bullet-proof processes can consistently create results for both you and your customers. Team members who have been prepared to execute with military precision are the key to not only your dealership’s success, but to that of the entire industry.

Build your processes. Build your people. Build your future.

And you’ll be prepared for whatever wickedness is headed our way.

Be sure to tune into: SALES SUCCESS IN 60 SECONDS OR LESS as sales expert and award-winning Dealernews columnist Mark Rodgers shares how to accsellerate® your sales. Watch Mark explain the guiding principle of how to succeed in the motorcycle business even in these stormy times. (FYI, Mark only counts the content after the whizbang video open in his time limit, so start your stopwatches then!) Mark Rodgers is an awardwinning speaker, best-selling author, and sought-after consultant, who has spent 33 years working in the Harley-Davidson industry. Check out his 60-second sales tips twice a week at Dealernews social media channels or contact him via e-mail: Mark@RodgersPC.com Copyright ©2020 by Mark Rodgers. All Rights Reserved.

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Personnel Files

By Alex Baylon

BAH HUMBUG!

Finding Motorcycle Industry Jobs During The Holiday Season

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suppose you will be wanting the WHOLE day off tomorrow as usual,” says Ebenezer Scrooge when Bob Cratchit has the temerity to celebrate Christmas with his family. Getting a gig can be challenging in the best of times, but working for a skinflint like Scrooge is no holiday, either. There are two sides to every tale, of course… and strategies to negotiate these COVID crazy times.

Scrooge complains that it is not “convenient” or “fair” for him to be expected to give his employee a day off for Christmas. Scrooge claims Cratchit, would certainly think of himself “ill-used” if he refused to pay him for the day. When Bob points out that it really is just the one day a year, Scrooge retorts this is “A poor excuse for picking a man’s pocket every twenty-fifth of December!”

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The long winter predicted by politicians is upon us, delivering cold winds and dismal prospects for some.

While the holiday season is a busy time for some of those shops deemed as essential, the number of vacant motorcycle jobs slows significantly. From November through the early part of the year, the job market has historically been at its slowest… and now all bets are off until the vaccines/political scene/spring riding season kick in. Therefore, your efforts to gain a motorcycle job should come with much patience on your part.

Of course some companies are indeed hiring right now, but the rate of onboarding new employees is relatively slow. Based on the track record for motorcycle industry job openings, your best bet is to refocus your efforts to the months of January through early March.

In the meantime, the majority of motorcycle industry job hiring gets put on hold due to budgetary issues.

Now is the time for you to perfect your resume and cover letter. By the time the New Year rolls around, and companies receive their annual budgets, you will be fully equipped to nab the job of your dreams.

Tips For Job Hunting Motorcycle Jobs This Holiday Season Just as Spring sees growth in flower sales, every industry has its peak time of year — the motorcycle industry is no different. From mechanics to F&I gigs, the right career opportunity may be just around the corner. To get ready for the upcoming busy hiring months, do yourself a favor and review the top five tips for heating up your job hunt this winter.

1) Revamp Your Resume: Take the time to update your resume before it is viewed by hiring managers. Since hiring managers are not spending a ton of time reviewing this winter, you want to be sure your resume stands out!

2) Expand Your Network: Sites like LinkedIn have made networking a breeze. This winter use your time productively and spread the word about your talents. By reaching out, new opportunities are just around the corner.

3) Pick Up The Phone: We live in a digital age, and the art of talking on the phone is all but lost.

Instead of staying silent, you should be proactively speaking with HR and experts in the motorcycle industry. Don’t be shy!

4) Build A Routine: Everyone has their unique ways when it comes to job hunting. Luckily, there is no right or wrong way to search for a motorcycle job, as long as you have a productive routine.

5) Perfect Your Frame Of Mind: Motorcycle industry Job searching in the winter can be daunting; there is no doubt about that. However, remaining patient, proactive, and positive makes all the difference.

Motorcycle Industry Jobs And The New Year While new hires take somewhat of a backseat in the winter, it is NOT impossible to gain a new gig this time of year. Keep in mind, however, this mission does require a great deal of patience and preparation.

We live in unprecedented times, and COVID-19 has made it challenging for most of us especially where work and income are concerned. Rather than lose all hope, use this time to better prepare. In the end, you will find yourself right where you need to be to land any number of motorcycle industry jobs…

And yes, take the WHOLE day off to be with your family!

MIJ Industry #PROfiles

Dealernews is honored to work with Motorcycle Industry Jobs to recognize the people who make up this great industry.

“When you start reading the Industry #PROfles, you will notice that 80-90% of them get their start at a motorcycle dealership,” says MIJ founder Alex Baylon. “The dealers are on the front lines and have always been the heart and soul of the industry. Without motorcycle dealerships, most of us wouldn’t be where we are today, so part of our message is always going to be ‘support your local motorcycle shop.’”

In addition to recognizing industry pros, Dealernews is also working with MIJ to create a job ticker tape of the latest positions opening in the industry at the Dealernews.com site. Check it out at: www.dealernews.com/Industry-Jobs “Tell us your story,” adds Baylon. “We would love to feature you! Click here to fill out the questionnaire: www.motorcycleindustryjobs.com/industry-profiles/

MotorcycleIndustryJobs.com founder Alex Baylon has been hiring and firing people in the powersports industry for 25 years.

Currently with a major distributor, he has also been with Dragon Alliance, Ceet Racing, MX GP Services in Europe, Acerbis USA, Motonation/Sidi Boots and Scott USA. He started MIJ as he saw a need in the industry for people who are passionate about the motorcycle industry to have an employment outlet. The motorcycle industry like many others has always recycled employees from one company to another and it has always been done by word of mouth. MIJ allows companies in the industry to post their openings and give others in and out of the industry a chance to apply and insert new blood and fresh ideas in the many opportunities in the motorcycle industry.

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Disruptive new manufacturers coming to market all want to “own the customer” if they can — especially if they sell high-tech electric vehicles. It appears e-manufacturers want to emulate the Tesla model but haven’t yet realized how tough it is to first build the brand, then sell volumes of units, each involving a plethora of prospecting, geo-targeting, closing, interrogation, lead generation, customer service and more… all to sell a single unit!

And that doesn’t include arranging and possibly paying for the logistics of delivering it with a “walk-around” orientation.

Dealers who want to be in business 5 years from now will need to keep their fingers on the pulse of the industry more than ever before while also convincing “Tesla-biz model wannabees” how much it costs to skip the traditional retail service providers.

Confessions Of A Customer®

By Eric Anderson

FACING THE ASTEROID OF CHANGE! What’s Your Legacy?

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he dinosaurs never saw it coming! Although the motorcycle market has evolved, somewhat, it is time to get ready for the next giant meteor strike-type mass extinction event. The final stages of the “graying of American powersports dealers” are upon us. Motorcycle manufacturers recognized this future event in the early 2000s when they analyzed the increasing age of their dealership owners/principals. We all know Boomers are aging “up and out” as customers, but so are the owners of retail dealerships in America. Will the transfer of retail knowledge make the transition or will much of it be lost, re-learned or re-imagined into a new form of digital, social and AI-driven technology?

No one will ever PDI and deliver a motorcycle or perform an oil change through an Internet cable or a WiFi network. Sure, curbside delivery and “Welcome Mat” service is now more available than pre-COVID, but customer shopping habits still continue to change almost monthly. It’s crazy how fast new retail processes and mobile services are popping up.

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New products of all kinds continue to stream into the industry, offering a buffet of choices for new and old customers. E-bicycles, e-motorcycles, balance bikes, scooters, UTVs, PTVs (Personal Transportation Vehicles), Slingshots, Spyders, trikes and more are just some of the offerings on the Sunday brunch menu. Powerplants — gasoline or electric — are easily available to any assembly factory so plan on seeing very innovative “vehicle platforms” coming down the pipeline. Is your dealership ready to accept the “newness” of all this including retailing in new ways perhaps never thought of before? You managed to “change on a dime” for the evolving shopping habits brought about by COVID, didn’t you?

Fortunately, or unfortunately, the pandemic forced us all to either “change or die” — what is sometimes in Darwinian evolutionary terms called an extinction event.

Dinosaurs couldn’t change fast enough after an asteroid hit the Yucatan Peninsula 65 million years ago — the big ones are all gone! The smaller ones who managed to survive actually evolved into what we now call birds.

Then mammals came along and evolved 4 times faster than any remaining reptiles. Boy! That’s sure screw up for the old ways of the “survival business.”

In the Cretaceous Period there wasn’t any centralized Fauci-led health organizations or National Association of Reptiles to consult about surviving 4 months of darkness and starvation. There were no mass communication devices either… like TV, radio or Zoom with which to share best practices, public service announcements or fresh ideas on how to better survive the pending extinction.

Hmmm! That brings up a powersports-related question.

Why doesn’t our industry have a National Powersports Dealers Association to help centralize communications, establish benchmarks, share new ideas and provide retail-based leadership? The subject has been brought up several times in the past, but times were not hard enough, critical enough or… opportune enough for the concept to get traction.

Business in the past three decades was moving along “as expected” other than a recession and some major governmental issues which the MIC and AMA promptly addressed. The automotive, RV, truck and marine retailers’ associations have been around for as much as 100 years — why isn’t there an association specifically for powersports retailers? The answer is likely because YOU didn’t think you needed one or you don’t like to “join things.” Business was good (enough) without one.

Kudos to the Motorcycle Industry Council for handling government affairs in all our best interests at federal and state levels, but it may be time for specific focus on expanding the American powersports retail business “pie” as part of an upcoming industry-wide “Ridership” initiative while simultaneously protecting what dealers already have.

Once organized, the list of services could go further and deeper to serve the needs of more than 9000 franchised and independent powersports retailers in the U.S. If you are thinking about selling your business, you might collaborate with your dealership peers first. Is there a state dealer association to which you belong? It would help if they could validate your “worth” in the scheme of things while also painting a bright picture of the future in powersports. A national association of powersports dealers might be a place to start, especially if your state has no centralized body for dealers.

Dealernews has been receiving lots of positive feedback from surveys, emails and phone calls. It feels like this may be a good time to step up, step out and further preserve the industry and your store’s longtime legacy into the future. Are we ready to unite as retailers yet? Or are we going to face an asteroid-of-change… all alone?

How about now?

Think ahead. You carry a spare tire on your truck along with a fire extinguisher, snow chains and a first aid kit, right? One wears a helmet or a PFD while riding a motorcycle or watercraft respectively. How about an AA and AMA card for roadside assistance? Building an association which can offer more than just safeguards could make dealers “stronger as one” while also offering services like garage liability insurance and online employee training. How about business benchmarking like the 20 Groups, best practice sharing, group purchasing benefits and legislative representation?

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MIC EVENTS AIMExpo Goes Digital Next Month

“It seems like a lifetime has passed since we’ve connected with one another and in some ways, it has been exactly that,” said Cinnamon Kernes, MIC Events vice president and general manager. “As we count down the few short weeks remaining in 2020, we couldn’t think of a better way to kick off the new year than to gather with our powersports friends and family in a new digital way.”

AIMExpo CONNECT presented by Dairyland is a digital product launch platform and showcase, connecting the industry with dealers and retailers. Read More

COMMUNICATIONS In Vogue: Motorcycling

Fashion magazine Vogue recently published a feature story on an editor’s journey into motorcycling: Sourdough Starter?

Learning to Knit? My COVID Hobby Is Riding Motorcycles. The story also featured several MIC member brands.

And in October, TV correspondent Mike Caudill and his family showcased the fun to be had at a Motorcycle Safety Foundation DirtBike School in a live CNN Headline News segment. Read More

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and organizational structures to support an entrepreneurial, service-oriented, creative and collaborative culture within the Department.

On the surface, Transformation sounded like it might offer some opportunities for highly-skilled OHV specialists and land managers within the Off-Highway Motor Vehicle Recreation Division (OHMVRD) to cross-pollinate with their counterparts at non-motorized units. But below the waterline, the titanic “transformation” plan was a problem.

After reading Transformation documents and attending related public hearings in 2016, it was apparent it could devastate OHMVRD’s ability to manage its highly acclaimed system of State Vehicular Recreation Areas (SVRAs). And that it might also negatively impact the grant program that supports managed OHV recreation on local, county, and federal lands.

TITANIC PLAN CA OHV Program Headed For An Iceberg

By Donald Amador

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n April 15, 1912, the Titanic sank after hitting an iceberg while crossing the North Atlantic Ocean on its way from England to New York. It was considered a state-of-theart ocean liner and was thought to be unsinkable. Many think misguided agendas and ill-advised plans were to blame for that disaster… same can be said for California’s current OHV Program.

There has been a bitter and constant fight to preserve and protect the California OHV Program since its creation in 1971.

For almost 50 years, public and private sector opponents of motorized recreation have used overt and covert means to “redirect” monies from the OHV Trust Fund to support nonmotorized units of the State Park System.

In the early 1990s, one of my first battles was to help stop an effort by the California Natural Resources Agency to redirect almost 100% of the monies from the OHV grant program that allocates funds to the Forest Service, BLM and counties that manage legal OHV recreation on public lands in their jurisdictions. Another fight that I joined was to stop California State Parks from using OHV Trust Fund monies to purchase private property that provided no benefit to the Program.

Over the past 25 years, OHV organizations have defended the Program against a myriad of similar schemes to eviscerate or defund the Program.

In 2014, California State Parks launched the Park Transformation Process. At that time, the State Park Director said the California Department of Parks and Recreation was going through a series of initiatives supporting strategic goals, such as improving visitors’ experiences and making the system more relevant to a broader and more diverse population. The effort, dubbed “Transformation” would alter policies, procedures, guidelines,

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In fact, I echoed those concerns and similar warnings voiced by former OHMVR Commissioner, Ed Waldheim, at the 2016 CA State Parks Joint Commissions meeting about the OHV Program being absorbed into the CA State Park System.

And, reminded the Transformation Team that back in 1982 the OHMVRD and OHMVR Commission were both created to address California State Park’s failure to effectively implement the 1971 bipartisan bill that created the OHV Program.

The hallmark of that 1971 bill was the creation of the OHV Trust Fund to provide an independent, sound, ongoing funding source. OHV gas tax and Green & Red Sticker fees continue to fund the OHV Trust Fund that is now threatened

by Transformation.

I believe that active forms of recreation such as OHV and boating are most effectively managed by line-staff at the local level where they have on-the-ground knowledge and meaningful relationships with their customers. Historically, decisions to administer event permits, designate routes, and manage other park operations have been made by SVRA District Superintendents. The same on-site decision-making holds true for units managed by county park departments, the Forest Service and BLM. On page 5 of the 2017 Operational Transition Plan, it states, “District boundaries and grouping of state parks were evaluated as part of this process, and the number of districts will be reduced from 22 to 21. In addition, districts will now be structured to include multiple forms of recreation, including off-highway motor vehicle recreation. As such, state vehicular recreation areas (SVRAs) will be incorporated into districts with different types of park units including state parks, state recreation areas, and others to create equal footing with other state park activities. As described in this Plan, the remapping of district boundaries will create more effective management and unified operation of park districts, which will in turn provide greater services to the public.”

LINK TO TRANSFORMATION TRANSISTION PLAN: https://www.parks.ca.gov/pages/29225/files/DPR%20 Operational%20Transition%20Plan%20October%202017.pdf I believe that statement highlights a strategy on how the independence of the OHMVR Program that made for a successful world-wide recognized program has been reduced to a dependent, fiscally combined neutered transformation where OHV Trust Fund monies can easily be redirected to support non-OHV operations at State Parks. That would be in direct conflict to the 1971 bill that created the program and the 1982 legislation that created the Division and Commission.

The Transformation Process has now morphed into Path Forward 2026 and was scheduled for presentation at the upcoming OHV Commission meeting on December 3, 2020.

PATH FORWARD 2026 http://www.ohv.parks.ca.gov/ pages/1140/files/07-Staff%20ReportPath%20Forward%20120320.pdf Again, it is important to remember the OHMVR Division has a distinct mission that is carried out by a highlyskilled team of OHV-trained trail specialists, environmental scientists, law enforcement personnel, and grant administrators. Those staff members at Division Headquarters are then led by an on-site management team that consists of an appointed Deputy Director, Division Chief and Senior Environmental Specialist.

Don Amador has been in the trail advocacy and recreation management profession for almost 29 years. Don is President of Quiet Warrior Racing/Consulting. Don served as a contractor to the BlueRibbon Coalition from 1996 until June, 2018. Don served on the California Off-Highway Motor Vehicle Recreation Commission from 1994-2000. He has won numerous awards including being a 2016 Inductee into the Off-Road Motorsports Hall of Fame and the 2018 Friend of the AMA Award. Don currently serves as the government affairs lead for AMA District 36 in Northern California. He may be reached via email at: damador@quietwarriorracing.com

Since 1982, there has been a direct chain of command/communications between the Division and SVRA District Superintendents that is necessary for the Program to continue delivering sustainable world-class OHV recreation to CA residents and tourists. Thanks to Transformation that effective chain of command no longer exists because the SVRAs have been moved into mega park districts.

The OHV districts and their District Superintendents had separate but equal management and budgeting powers compared to “regular” state park districts that were essential to the fast-paced recreation needs of the OHV community.

That local decision-making power has been diluted by routing many decisions to a mega district with 20 or more park units competing for workload.

Based on my current observations of the Division and Program, I fear those concerns expressed in 2016 and at subsequent meetings have been realized as there appears to be a significant turnover of personnel at key leadership positions with no visible signs of urgency

by Parks to fill, and/or if filled, the Division Chief position would not be sited at the Division headquarters. This turmoil is not good for Division employee morale nor does it do anything to address the historically deep level of distrust that exists between the OHV community and State Parks HQ. The greater OHV community must stand up to mount a vigorous challenge to illadvised proposals in the Transformation Process and urge Parks to amend serious flaws in their plan so our Program will not meet a similar fate as the Titanic.

Alisa Clickenger, one of Dealernews’ Top 100 industry leaders and our Diversity+ columnist, has just published her first book. Boost Your Confidence Through Motorcycling became an Amazon.com #1 bestseller in its first week. Boost Your Confidence Through Motorcycling contains ideas and inspiration for both experienced and inexperienced riders, and uses examples from Alisa’s own personal journey learning to ride.

By Alisa Clickenger

OF KITTY LITTER & CUSTOMER SERVICE Something Stinks!

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ast month I went to my local NAPA auto parts store to purchase some power steering fluid for my truck. I parked right in front of the doors, where they had posted a large poster saying that masks were required per the Governor’s order. I pulled my mask over my nose and mouth and entered, wound my way around to the right aisle, and eventually found what I was looking for with no help from sales staff.

When I got to the counter, not a single employee (there were five of them behind and beside the counter!) was wearing a mask. Incredulous, I exclaimed that I couldn’t believe none of them was wearing a mask, put my power steering fluid on the counter and walked out. I decided to vote with my dollars. I don’t really care whether my power steering fluid has NAPA, Advanced or Total Auto Parts on the label, but I do care about the companies I do business with respecting me, especially for abiding by their posted mandates.

I fumed all the way home and decided to write the corporate office. I did so through the comment form on their website and hit submit. Now 3+ weeks later, I still have not heard from them.

Contrast that with another example from this week. I am fostering a litter of kittens at the moment for an animal rescue organization. Pisgah Paws gave me the crazy cat lady starter kit including a litter box, scoop and some litter, and told me about Chewy.com when I mentioned the 30-

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mile drive into town to get supplies. I ordered some litter and food and treats from the online retailer… unfortunately the kittens hated the litter I chose for them and acted out in ways I’d rather not discuss.

I, too, found the litter offensive both in aroma and in clumping capability, and can’t blame the kittens for turning up their noses. So sitting in my chair that evening I wrote Chewy.com on their website. The next morning, drinking my tea and perusing my email, there was already an email from Chewy customer service saying they were so sorry the cats didn’t like it, they’d already refunded my account, and that I could keep the litter and give it to someone else or donate it to my local animal shelter.

Holy heck! I immediately placed another order for a different brand of litter. And I’ve been telling everyone I know what a great experience I had with Chewy.com, and some people immediately responded with similar stories. Want to guess which company turned me into a raving fan? Want to guess which company I am going to continue doing business with and the one which will never see another dollar of mine again?

Know that I am a big proponent of shopping locally and supporting small businesses. Yet Chewy dazzled and amazed me with their customer service. I am going to continue to order from them because they knocked my socks off.

Brick and mortar businesses have the advantage of being able to create personal relationships in order to attract and retain customers. But without that authentic connection or fantastic customer service, it’s hard to remain loyal to local even if my heart is with them.

As the winter slows down some aspects of a lot of our businesses, consider reviewing and perhaps revamping your customer service policies and spending time with your staff to educate them about how you’d like your customers to be treated. The connection you want between your business and your customers should come from the top down — don’t let your staff improvise on their previous training or bad habits they came to you with.

Lead by example and reconsider your entire customer experience with your brand. Who knows? You might just create a CRM database full of raving fans!

Alisa is a two-wheeled world traveler, author, tour operator, and event producer. She has been featured in a variety of media outlets as a woman pursuing a life of adventure and helping others to access their inner wisdom and be free to lead lives they are passionate about. Her book Boost Your Confidence Through Motorcycling: A Woman’s Guide to Being Your Best Self On and Off the Bike became an Amazon.com #1 Bestseller. In 2019 Alisa was also named to Dealernews TOP 100 People in Powersports. Her personal mission is to empower women through motorcycling and adventure while being a strong advocate for the powersports industry at large. Alisa’s motorcycle touring company is www.WomensMotorcycleTours.com.

DEALERNEWS LIVE!

Royal Enfield’s Breeann Poland Is Crazy… And It Is Contagious

By Robin Hartfiel

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reeann Poland is crazy. Who else would willingly take a difficult gig like being the director of marketing for Royal Enfield North America, add-in Latin America and then double up as the global Brand Manager for the Continental GT 650 platform? And in her spare time, she decided to get women racers onto the track with the BUILD.TRAIN.RACE. initiative, enter into AFT competition with an unproven machine… oh yeah, take the BTR concept and go roadracing with it!

We can’t question her commitment to her brand, dedication to diversity or passion for racing, however her sanity is clearly suspect… and that is what we like about her. Throw in the fact that she checked off a big bucket list item by opening up Slide School to Dealernews (see page 72), and it is clear Breeann Poland is crazy. Rather than conduct a Rorschach test we decided to delve right into racing!

“The reason why we get to do all these really cool programs is that we are making waves,” Poland says of the method of her madness. “We are selling units, people are getting excited about Royal Enfield so now we get to have these fun projects that get the brand in front of an audience that we might not necessarily reach on an organic level.” With that in mind, it was time to shatter some glass ceilings.

“The first thing we did was last November was launch the BUILD.TRAIN.RACE. flat track edition. I selected some movers and shakers in the motorcycle industry with various backgrounds. We had such a success with BTR, even with the COVID curve balls that we received. American Flat Track was a great partner and Johnny Lewis being able to train the women racers worked out really well.

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“Then everyone was asking, so what’s next?” Rather than keeping her mouth shut, something she is admittedly not very good at, Bree busted out the Slide School idea to help boost the Himalayan into a decidedly different market niche. “And then COVID came and we had to cancel a bunch of dates for the Slide School and all our event activation plans.”

Rather than being deterred, Royal Enfield doubled up, literally, by taking the Continental GT racing in AFTs Production Twins Class with Johnny Lewis as the development rider. “The brand has been around forever, but in modern history we have never positioned ourselves as a performance machine. Royal Enfield is going professional Flat Track Racing? Really?”

Really! The very first weekend, Lewis put the bike into the main events, finishing a solid 6th and 7th in the maiden voyage.

“That was not without a lack of drama… we had to rebuild the motor in an hour and 21 minutes! It was three and a half of us frantically tearing it down. Everyone was saying ‘we aren’t going to make it,’ but I said ‘we are making the Main! We are not backing down!”

In retrospect, maybe being crazy can be beneficial? “When we finished it was better than winning a million dollars. It was just the most amazing experience to have everyone come together as a team.” But wait, it gets crazier! “A month and half later, Johnny said ‘I’m going to win Daytona.’ Sure Johnny, whatever. And then we won… we won Daytona in our first year in professional flat track racing and then finished a solid 2nd on the second night to close out the season.”

How do you cap that kind of Cinderella story? Not a problem for Poland! She had another hare-brained idea already top of mind. Take BTR roadracing! “Melissa Paris has been a friend of the brand through the BTR flat track program and she and

BTR TAKES TO THE TRACK, AGAIN

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I have a 30-year friendship and racing history. It only seemed fitting because she has been such a proponent and is one of the fastest women in professional roadracing history to have her lead this new effort into BTR Roadracing Edition.”

Although it was early in the submission stages, it was clear the wild idea to take women roadracing would work. “We have already received 50-55 video submissions and we are only two weeks into this. All of the women are amazing and the attitude they have towards the program is phenomenal.” Sorry ladies, the cut-off was December 1.

“I want to be challenged to make the picks… and I want the women to be challenged as well. I want the women to really focus on learning how to build the bike and not rush through it or feel like they have to skip a step because they don’t have the time. I think the ‘build’ portion is really important. I want the take away for women to say ‘I can build a bike, I can train on a bike and I can turn into a roadracer.” Crazy talk, right?

Fortunately for Royal Enfield, women riders and our industry in general, it will take more than the COVID to deter Breeann’s crazy ideas from coming to fruition… and if a crazy concept becomes a winning reality is it really crazy? Where is that ink blotter?

Tune into Dealernews LIVE! on YouTube for the full series of interviews with Poland. Click here for Part I: https://www.youtube.com/watch?v=vwmAppMqok8

fter a successful launch of its BTR program for AFT flat track, Royal Enfield is ready to go roadracing! Royal Enfield North America has announced phase two of their BUILD TRAIN RACE (BTR) program for women motorcyclists to customize, train and roadrace Continental GT 650 motorcycles in 2021.

“Building upon the success of the flat track BTR program, we decided to carry the momentum into the roadracing segment,” explains Breeann Poland, Global Brand Manager - Continental GT platform. “This is a unique opportunity for women interested in roadracing and to make a name for themselves on a national level. The participants will have the opportunity to learn from world class racer, Melissa Paris, which is not a chance many people get. The ladies will also be some of the first people to race the Continental GT 650 platform, so the motorcycling world will be watching.”

Speaking of watching, the women were selected by Royal Enfield for the program via an online video process. Professional racer and BTR flat track participant Melissa Paris has agreed to mentor the women during each phase of the program. She will consult each participant on the development of a Continental GT 650 roadracer, including design and parts selection, offer insight into sponsorship and provide training on and off track for the four participants.

“When I watch the video submissions I’ll be looking for entries that display the same passion and desire to get into roadracing that I had when I first started out,” says Paris. “This program will be such an amazing opportunity and I’m looking forward to working with these female racers who have always dreamed of lining up on a roadrace grid.”

The participants were selected by Poland, Paris and racer/ journalist Anne Roberts. Winning women needed to display a passion for roadracing and answer a series of questions about their background and motorcycling experience. The selected participants will have several months and a budget to convert a 2021 Continental GT 650 Twin into racing trim. The ladies will then race in conjunction with a national event once they’ve completed the build and training aspects of the program… and don’t worry AFT fans, BTR for flat track will be back, even bigger because Breeann is crazy.

DECEMBER 2020

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SLIDE SCHOOL!

Royal Enfield & Moto Anatomy Team Up

By Robin Hartfiel, photos by Jen Muerke

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roof of concept for the Himalayan-derived FT411 flat trackers took place at AIMExpo in September 2019 at the AIMExpo, to the amazement and amusement of the raucous post-trade show crowd. “Sideways Saturday” saw four purpose-built flat track racers, based on the Royal Enfield Himalayan motorcycle and modified for flat track by S&S Cycle and Moto Anatomy take to the track. “Now Royal Enfield and Moto Anatomy are presenting an opportunity to experience flat track racing at its purest…” Or that was the plan before 2020 happened.

“We had planned for a full schedule of the ‘Flat Track Experience’ with the Royal Enfield BUILD.TRAIN.RACE women competing, Johnny Lewis racing select AFT rounds to develop our Twins platform and the Slide School to give fans the ultimate flat track experience,” says mastermind Royal Enfield North America’s Breeann Poland. But you know what they say about best laid plans...

Social distancing/fan bans and all the other COVID craziness did its best to derail the AFT debut, but somehow Slide School survived, BTR went big and in the ultimate Cinderella story, lead instructor Johnny Lewis won a main event! Hollywood has got nothing on Royal Enfield for feel-good stories.

“This whole program has been pretty unbelievable,” adds Lewis.

“Going back to the AIMExpo… when the previous race organizer couldn’t do it, we stepped in at the last minute. My wife even did the artwork for Sideways Saturday.” Dealernews also used that art as the cover of the AIMExpo directory. “Even with all the limitations, we trained about 150 Slide School students this season.”

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Among these students were Dealernews’ creative director Gus Stewart and one overweight, out of shape editor (thanks again for making a bucket list dream come true, Bree!). Although Slide School is designed for beginner to intermediate level riders, Lewis can improve anyone’s flat track skills from novice to pro in 3.5 hours. “Developing the fundamentals to breakdown the slide technique used by professional riders in the American Flat Track series is what we do,” explains Lewis.

“Every motorcycle rider is unique and must be treated so in order to reach their highest potential.”

“This program is designed to provide you with the knowledge that takes riders a lifetime to figure out on their own, the slide is an art and once experienced it’s hard to get away from the feeling,” Lewis adds. He ought to know… he may be the only rider in AFT history to put every make of motorcycle onto the podium, including KTM, Ducati and now Royal Enfield with his 2020 Production Twins win at Daytona. Career highlights include AMA Sports Athlete of the Year in 2004, 4 X Games appearances (Supermoto and Flat Track) and even representing Team USA at the Supermoto of Nations in 2014.

Training is only on oval tracks going left, no right hand corners or TT style jumps. Fortunately for us, Blackmore Ranch had the perfect facility (see Press Pass). Classes are limited to 8 riders per session, with a max of 4 riders on track at once for optimum engagement and instruction. Our four-rider group included the world’s fastest woman on a conventional motorcycle, land speed motorcycle racer, Erin Sills and Lewis himself, fresh off his AFT win in some of our sessions… no pressure!

Actually, the level of instruction, pacing and spacing of students is ideal so there really is no pressure. Add in the fact that the bikes are left in 1st gear means you run FT411 wide open until it bangs off the rev limiter and then pitch it into the turn! No really, even an editor can do it. Slide School even provides the prepped FT411 models, so you don’t have to feel guilty about wringing the bike’s neck.

Royal Enfield dealers and your customers can get all the details and register for Slide Schools coming in 2021 here: https://www.royalenfield.com/us/en/himalayan-flat-track/

There is good news for non-Royal Enfield dealers. You can request Moto Anatomy come to your track. That’s right, Johnny Lewis will bring the experience to your shop! “You provide the track and bring your people, I bring the bikes (*optional), the expertise and the fun,” says Lewis. He even provides the insurance for the school as part of the 1-3 day programs.

Click here for dealership details: https://www.moto-anatomy.com/request-us Erin Sills, world’s fastest woman on a conventional motorcycle, land speed motorcycle racer.

DECEMBER 2020

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AFT ON THE RIGHT TRACK Can Dealers Cash In?

Even outside the industry, people are taking notice of flat track racings return to prominence. Back in 2018, Inc. magazine ran a feature titled: “How American Flat Track Became the Fastest Growing Sport in Motorcycle Racing!” Their summary: “More manufacturers. More sponsors. More talent. And a lot more fans. How? By using a simple approach any business can follow.” The groundwork laid by AFT CEO Michael Lock continued to pay dividends in 2019… then COVID coincided with the start of 2020’s racing.

That didn’t stop AFT! In short order they created a stringent COVID protocol, expanded their TV package and returned to racing at a time when virtually every other form of racing on two and four wheels was parked. A surging fan base, some of the best racing in the series history, compelling personalities, Harley Vs. Indian rivalry and the Cinderella story of Royal Enfield not only making main, but winning in its abbreviated maiden run, helped drive ratings through the roof…. In turn feeding more OEMs, more sponsors, more talent formula Inc. called out.

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Now tracker-style bikes are in vogue, Slide Schools and Super Camps are signing up students like never before and Super Hooligans are lurking on the fringe of becoming mainstream. What’s this mean to dealers? According to Lock, 30% of first-time attendees at an AFT race are between the ages of 25 and 34 — which is basically the opposite of the motorcycle purchase demographic — and they have money and, courtesy of COVID, time to invest into their infatuation with flat track.

Can you cash in? Everyone from OEMs like Indian and Royal Enfield to the aftermarket players like S&S and RSD is banking on it!

Photo courtesy Quin

DECEMBER 2020

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RSD IS A BFD FOR FTR

The crew at Roland Sands Design was ready and waiting for the flat track-inspired FTR from Indian! They had a full range of product ready to roll as soon as the bike made its debut. “From the oval to your garage, we’ve put the racing heart back in the Indian FTR1200 by creating a line of exclusive custom parts to transform a stock street bike into a sleek super hooligan machine,” says RSD. “Whether you’re building your FTR 1200 for the track or street, our billet triple clamps, aluminum gas tank, custom swingarm, tracker tail section and seat will decrease weight and improve performance.” See all the RSD FTR components here: https://rolandsands.com/ftr-1200/

RACE SPEC RUBBER

You can’t build a proper tracker without the correct tires. Dunlop’s DT4 tire is the Official Tire of American Flat Track, and the DT3 has long been the benchmark for professional and amateur flat track racing alike. Since these are real race spec tires, Dunlop even offers a handy online tech guide with inflation recommendation (broken out for Short Track, 1/2 Miles and Miles) and the durability of the various compounds.

Check it out at: https://www.dunlopracing.com/product/flat-track-tires/

DIRECT PIPELINE

As the official tech partner with Indian, S&S has more than 300 specific components for Indian’s FTR750 racers. However, Harley-based Hooligans have not been forgotten. Take for example their new 2-2 high pipes for the 1991-2018 Sportsters. In addition to a free-flowing, stainless steel set of pipes, the kits come with Grand National® end cap and styling is the same as on the S&S championship winning professional systems.

More importantly, they are “Crash-tested, Hooligan-racer approved,” according to S&S. For those ready to race (or at least looking race-ready), there is a heatshield/number plate kit: https://www.sscycle.com/products/ss-cycle-heatshield-kit-forhooligan-2-2-exhaust-system/

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TANKS ALOT

Omar’s dirt track fenders, tanks and other parts are popular with vintage dirt track racers. Despite all literature clearly stating their tanks are not DOT-approved and for “off-road use only” some customers have been known to ignore this warning and converted their street bikes to a dirt track look. Fenders (tail pieces with seat cushion) are made of thicker fiberglass to resist crashes. Omar’s tanks are also stronger and are made with VRS™ Isothalic resin which resists the resin-dissolving effect of oxygenated (alcohol) fuels. All fiberglass tanks and fenders come with an unpainted white gelcoat surface. Scofflaws and race builders can get more of the trick bits of kit here: https://www.omarsfiberglass.com/dirt-track

XG750R PRIVATEER SPECIALS

Although Vance & Hines won’t be fielding the factory Harley squad in 2021, they are still in charge of the official privateer program for The Motor Company and will be building all the XG750R race bikes moving forward.

This is good news for the dealers liking to field a privateer team. Specs include: Engine Type: H-D 60º V-Twin XG750R Cooling: Liquid Fuel Delivery: Fuel Injection Displacement: 798cc Bore: 87.75mm Stroke: 66mm Compression Ratio: 12.6:1 Gearbox: 4 speed Air Induction: 38mm Throttle Body Clutch: Hinson Multi-Disc Slipper Clutch Exhaust: Vance & Hines 2 - 2 Suspension: Ohlins Body Work: XG750R Carbon Fiber Wheels: Performance Machine Flat Tracker (Front 2.75 / Rear 3.0) Order here: https://vanceandhines.com/pages/production-twins

PERFORMANCE MACHINE FORGED FLAT TRACK WHEELS

The same spec wheels that are found on the factory XG750Rs are available to privateers and builders alike from Performance Machine. PM has a rich history in Flat Track wheels sponsoring championship riders like Jay Springsteen and Scott Parker. PM Flat Track wheels were engineered using the company’s proven forged wheel techniques and tested in-house to TUV and JASO standards. PM 19” wheels are the strongest, most durable, and weighing in at 8.8 lbs. for the front and 10.9 lbs. for the rear - these wheels are super lightweight and ultra-competitive for the track. https://www.performancemachine.com/motorcycle-wheels/flattrack/flat-track-forged-wheels.aspx

Photo by Jen Muecke

DECEMBER 2020

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BLACKMORE RANCH If It Ain’t Fun, We Ain’t Doing It

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ounded on the philosophy of “Friends-Fun-Moto” Blackmore Ranch was the perfect facility to host the Royal Enfield MotoAnatomy Slide School… well, that and a perfectly groomed 1/8th mile oval.

Hidden away in Murrieta, California, (same town that KTM /Husqvarna HQ is in) the ranch is like Disneyland for motor heads. Historic dragsters, vintage farm equipment, multiple motorcycle tracks, a pump track, six bay service shop and the ultimate man cave made for the ideal setting to learn how to slide.

“Our family has been in the valley for over 5 generations, being an instrumental part in the history of building the area,” says the host with the most, Jeff Blackmore. “Our Ranch is located in Old Murrieta, providing a private motorcycle flat track, a TT track, and it houses one of the most unique collections of motorcycles in the country.”

He isn’t kidding, while the Royal Enfield Slide School bikes were coming off the track, Blackmore was taking delivery of a cherry 1974 CZ. A couple of unobtainable works bikes share space with relatively mundane cult classics like an immaculate little XR75 and a KX500 (Jeff’s old racebike). Jeremy

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McGrath’s party bus (his garage wasn’t big enough, so I let him store it here) is parked next to a blackedout Hummer and a bright red Ferrari, while the walls are lined with moto-memorabilia like Jeff Ward’s first leathers, a genuine Evil Knievel pin ball game, posters, jerseys and more. Then there are the helmets…

“These are okay, but the really good helmets I keep in the house,” he says.

The Blackmore Ranch we see today is much different than it was back in the 1800’s... the property was the location for the old Linda Rosa Santa Fe Railroad Train Depot at one time. The property still has a Santa Fe Railroad easement that sits in the middle of the 20-acre parcel. On the south side of the property, there are several large eucalyptus trees that the railroad planted 120+ years ago for shade and to use as wood for the railroad ties to build the tracks from Murrieta to Oceanside. This sense of history makes the perfect backdrop for the antique CAT Equipment Museum, comprised of equipment owned by the family for generations.

“We’re passionate about our family, our friends, and providing a fun place to get together,” says Blackmore before sharing his next big idea: A vintage MX track with a fleet of identical old Huskys and six motorhomes on their own pads. “That way you can socially distance at your own motorhome and race all weekend.” Now that sounds almost as fun as Slide School!

“Our invite-only events are always free and are a way for us to give back to the people and community we love,” concludes Blackmore. Learn more at: www.blackmoreranch.com

DECEMBER 2020

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donations from Dunlop and 100% and the overwhelming generosity of the motocross community brought in more than $7,500 for a first time event with little or no advance warning.

MAX MATTERS MX Shedding A Little Light On A Dark Subject

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intage Iron owner Rick Doughty recently lost his son Max to the devastating effects of depression. In Max’s honor, he reached out to Road 2 Recovery to create an event designed to generate funds specifically geared for injured riders and racers that may need the resources to deal with the onslaught of depression. What better way to shed a little light on a dark subject by airing it out at the track?

To that end, the First Annual Max Matters Motocross was staged at Glen Helen Raceway, San Bernardino, California, back on October 4. Classes included 85cc and up, vintage to modern, young to not so young. American Retrocross, the host club organizing the event, designed the hillside course to be challenging, but deliberately accommodating to all skill levels. Dealernews crashed the party to see the BIG check being presented at the ARX race of the season.

Although there were the usual trophies and raffles, the real winner was the #MaxMatters mental health initiative.

“We had hoped to raise $5,000 to help kick off the program,” says Doughty. However American Retrocross club members, sponsors like Yamaha and Fox Racing,

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“Wait until the next one,” he promises.

Fighting The Dark “Depression is so much more than the disappointment of not making the podium or being sidelined with an injury… and the signs are not nearly as obvious as crutches, but no less debilitating,” notes Doughty. “Depression may start harmlessly with disappointment, but unchecked it can advance like many other illnesses, to the point that it becomes crippling or even fatal.” Yet so little is really understood, let alone correctly diagnosed,

“Depression is not the result of a negative attitude, but quite the opposite,” he adds. “The real physical manifestations are many: Distortion of thinking and reason, body and joint pain, appetite loss and worst of all, loss of hope.”

Recent studies have shown another consequence of COVID has been a huge surge in depression in teens.

According to the Centers for Disease Control and Prevention (CDC), 40% of U.S. adults reported struggling with mental health or substance use. “During June 24–30, 2020, U.S. adults reported considerably elevated adverse mental health conditions associated with COVID-19.

Younger adults, racial/ethnic minorities, essential workers, and unpaid adult caregivers reported having experienced disproportionately worse mental health outcomes, increased substance use, and elevated suicidal ideation.”

In fact, young people are at the highest risk, claims CDC.

Photos By Brandon Davis

“The percentage of respondents who reported having seriously considered suicide in the 30 days before completing the survey was significantly higher (25.5%) among respondents aged 18–24 years.” However it doesn’t have to be this way says Doughty.

“People don’t choose to be depressed, but they can choose how to combat it. Joining together it is a winnable fight.

The life you save may one day be your own or someone you love.”

Stay tuned to the ARX site for the 2nd Annual Max Matters Motocross: www.americanretrocross.org

#MaxMatters

ABOUT ROAD 2 RECOVERY

S

ince its founding 20 years ago, Road 2 Recovery has raised nearly $10 million and was on track to close out 2020’s ambitious $350,000 goal… then came COVID, cramping their style of VIP access at major races as one of the key fund raising tools. With traditional tools taken away, Road 2 Recovery was on board with the #MaxMatters campaign immediately!

“Huge THANK YOU to Rick Doughty, American Retrocross and all who donated towards the Max Matters Mental Health Initiative,” says Lori Armistead, Chairman of the Board and Director of Marketing & PR. “We are honored to be a part of something so special!

“Our goal of Road 2 Recovery would be to build enough assets in the endowment fund to completely provide for an athlete under our description for the duration of their life if they are unable to ever generate revenue again,” Armistead explains.

“We can strive towards this goal with the help of everyone in the motocross and action sports community who is passionate about these sports. The Road 2 Recovery is out there to make our sports a better, safer place.”

The Road 2 Recovery Foundation is a 501(c)(3) nonprofit organization founded in 2000 to help AMA-licensed motocross and supercross professionals and action sports athletes with financial assistance after sustaining career-ending injuries as well as providing motivational, emotional and spiritual support to these individuals and their families. These last three pillars are particularly important to the #MaxMatters campaign because depression has such a devastating impact on injured racers and even worse, youth during these dark times.

Road 2 Recovery is dedicated to making sure that every dollar donated to one of the athlete’s funds goes as far as possible.

We also feel that transparency is key with our donors and the athletes we fund for. In fact, they freely share their Tax Returns going back to 2010. “We want your complete confidence and trust, so we show supporters and donors of R2R exactly what we do with the donations we’re given,” adds Armistead. “We are extremely careful with how we spend the dollars you entrust in our care, and offer you an inside look at our financials. Our 501 (c) (3) Non-Profit Federal Tax ID# is 86-0996104.

Learn more or donate to the various causes here: https://road2recovery.com/

DECEMBER 2020

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AVE ATQUE VALE BABE DEMAY 1932-2020

C

yriel “Babe” DeMay, an AMA Grand National competitor who raced from the early 1950s to the late 1960s before becoming a leading tuner and team owner on the AMA Grand National circuit, died Oct. 26 at his home in Rossville, TN. He was 88.

DeMay won the flat track national at Lincoln, IL, in 1966 and was a Harley-Davidson-supported rider for most of the 1960s. He was inducted into the AMA Motorcycle Hall of Fame in 2001. He was the owner of DeMay’s and Memphis Shade’s Motorcycle Race Team and also retired from Dial Soap Co. in Illinois and The International Corp.

DeMay’s first exposure to motorcycling was through his older brother, who owned a 1948 Indian Chief. At 13, Babe got his own bike — a Whizzer — for a paper route. “It was a terrible machine, and always broken,” he remembered. “I graduated right away to a Cushman scooter, then figured out I couldn’t jump the curbs with it, so I got rid of it and got a Mustang.”

During his high school years, DeMay went to work for International Harvester, which indirectly led him to his professional racing career.

“I earned about $40 a week, and one weekend I rode my Brother’s Indian up to the races at Mendota and watched Bill Tuman win $400. I said to myself, ‘I can do that!’”

DeMay got his AMA novice license in August, 1952, and went racing with an Indian Warrior. “All I did with that Warrior for the rest of the summer was crash a lot, and I didn’t earn any points, so my real novice year began in 1953,” he said.

The following year, future fellow Hall of Famer Bill Tuman mentored DeMay. That season, Bill Tuman took DeMay under his wing, built his engines and set up his machines. As a result, DeMay finished the year as one of the top novices in the nation, earning over 700 points. His amateur year was equally successful, finishing not far behind top amateur Brad Andres.

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Courtesy of American Motorcyclist Association

In 1960, Harley-Davidson racing chief Dick O’Brien gave DeMay a factory-built KR to race. He rode for Harley-Davidson until 1969, when he retired from racing and started helping Harley build racing engines.

DeMay’s work at Harley-Davidson in the early 1970s put a series of young champions on fast machines, including Garth Brow and Dave Sehl and future Hall of Famers Mark Brelsford, Corky Keener and Rex Beauchamp.

After a stint with Yamaha, helping maintain Kenny Roberts’ bikes in 1978 and 1979, DeMay returned to Illinois, working for both International Harvester and John Deere, and sometimes in dirt track racing on a full-time basis. In the late 1990s, he spent four years with the Coziahr Harley-Davidson team, on which Johnny Murphree earned 7th in the Grand National standings.

In 2002, DeMay formed his own team, which carried Kevin Varnes to both 505 and 750cc AMA Hot Shoe national championships, and to 4th place in the AMA Grand National standings. For 2003, he has signed J.R. Schnabel. He continued to develop talent and build race winning bikes right up to the end, including AFT champion Briar Bauman.

Read Babe DeMay’s complete biography at the AMA Hall Of Fame: motorcyclemuseum.org/halloffame/detail.aspx?RacerID=156

GODSPEED BABE

By Don Emde

A

nother old friend to many of us in the motorcycle sport has passed away. Babe DeMay from Illinois had a long and amazing life in motorcycling.

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He started racing on Indians back in the 1950s, later switched to Harleys. His biggest day in racing was July 10,1966 when he won the AMA National flat track race at Lincoln, Illinois. Some of the biggest legends of the sport ever followed him that day, including Bart Markel, Fred Nix, Sammy Tanner, Neil Keen, Roger Reiman and others.

After he retired from racing, Babe worked as a race tuner for a time on the Harley-Davidson factory team.

He later opened his own race shop and worked for years developing Yamaha singles and twins to be competitive in AMA and later AFT competition.

Many top riders rode his machines during their careers, including Briar Bauman who went on to join the Indian factory team and just a few weeks ago clinched his 2nd straight AFT National Championship.

Despite dealing with some various health matters in recent months, a mutual friend of Babe and I told me that he had remained busy almost to his last day, having just bought a new crankshaft for one of his race bikes two weeks ago.

He was a really nice and decent man who I always enjoyed talking with when I saw him. He will be missed.

Godspeed Babe

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

DECEMBER 2020

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However, MIC/AMA note that CARB just built a new $419 million facility in the midst of the pandemic, no less. So is this huge disparity in fees simply a cash grab to pay for the new digs? And what of the powersports related businesses attempting to hang on in the Golden State during these uncertain times... let alone the impact on the millions of drivers and riders in the state.

Remember the old adage “As goes California, so goes the nation”? Curiously many newspapers in the state declined to accept the op-ed piece...

From its inception in 1967, the work of the California Air Resources Board has helped improve our air quality and assisted in our collective fight against climate change.

Recently, however, CARB built a new $419 million stateof-the-art facility in Riverside, Calif., staffed with an everexpanding stable of employees. These enhancements have contributed to the massive increase in the proposed new fees on all of the new vehicle riders and drivers purchase.

CARB CASH GRAB? Agency Proposes Fees 500% Higher Than EPA

I

n a jointly signed op-ed piece, American Motorcyclist Association President/CEO Rob Dingman and Motorcycle Industry Council President/CEO Erik Pritchard called out California Air Resources Board (CARB) for proposing a fee structure 500%-900% higher than existing EPA fees. At a time when California Governor Gavin Newsom issued an executive order to end sales of internal combustion enginepowered vehicles by 2030, it would appear that CARB should be scaling back rather than ramping up?

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Californians are used to paying extra to live in this beautiful state, but CARB’s proposed new vehicle emission certification fees take this to an extreme. In some cases, the proposed fees are 900 percent more than what the U.S. EPA assesses for similar on-highway motorcycles, and 500 percent more than the fees assessed by the EPA for off-highway vehicles. This will impact consumers through higher prices and severely reduced selection of new motorcycle, scooter, dirtbike, ATV and side-by-side models.

CARB’s proposed new fees are crippling and will have a devastating effect on every Californian. Drivers and riders will have fewer options because manufacturers will be forced to limit the models sold in California as a matter of dollars and cents (and sense). California dealerships, including their thousands of employees, will suffer economically as consumers opt to pay less for the same vehicles from an out-of-state dealer. And the impact will not be limited to dealerships, as the economic activity supported by riders recreating in California’s state parks and on federal land. This will be especially challenging as California claws its way out of the pandemic and its ongoing harm to California’s economy.

The unintended consequence of the new CARB fees is that Californians will be forced to hang on to their older, less efficient vehicles, or be forced to pay higher prices for new models.

Manufacturers will continue to pay their share to ensure Californians benefit from more efficient cars, trucks, motorcycles, dirt bikes, ATVs, and side-by-sides. But CARB’s proposal goes too far, at the expense of every Californian.

HARDEN & ASSOCIATES

Bringing a Unique Perspective to the Powersports Business

Specializing in Adventure, Dual Sport, Off-Road and EV market segments.

Delivering solutions in today’s rapidly evolving marketplace.

Over 35 years of senior level executive management experience.

• • • • • •

Brand Development Advisory Services Strategic Planning Product Development Motivational Speaking Advocate for the Sport

INDUCTED 2008

FOUNDER

Scot Harden scot.harden@harden-offroad.com

harden-offroad.com

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