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Back to the FutureHow History Can Save Harley-Davidson

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works at a real dealership. The point being is that every day we are reminded that money is tight and we need to make sure we are

getting the right amount of bang for our powersport’s buck.

At Moose Racing we understand. We are industry enthusiasts who don’t want to see you have to tear open your

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4 April 2010 www.MPNmag.com

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

u V-Twin Expo Scoop u Circumnavigate Earth with Edelweiss u Dealer Expo Recap

Back to the FutureHow History Can Save Harley-Davidson

Tech TalkCommunication Systems Product Guide

A p r i l 2 0 1 0 V O L . 3 6 N O . 4 W W W . M P N M A G . C O M


TouringStarter Kit TouringStarter Kit Luggage & Apparelfor the Long Haul

MPN (ISSN 0164-8349) is published monthly and is distributed without

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Departments

Shop Talk

22

The Road Ahead . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8Spare Parts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10Destination Dealership . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12San Diego H-D Fearlessly Moves Forward

BY MARILYN STEMP

Essentials . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44

V-Twin Product . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 46

Pit Pass . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 48

Marketplace . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Ad Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50

Back To The Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14How History Can Save Harley-DavidsonBY LEE KLANCHER

Tech Talk . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19Communication Systems Product GuideBY COLLEEN BROUSIL

Touring Starter Kit . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22Luggage & Apparel for the Long HaulBY COLLEEN BROUSIL

How To Hackett . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32Celebrating The Sales Process

BY OTIS HACKETT

Best Operators Club . . . . . . . . . . . . . . . . . . . . . . . . . . 342009 BOC Dealer Performance

BY STEVE JONES

Peak Dealership Performance 36Evidence-Based Dealership Management

BY MARK RODGERS

Lessons Learned . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 38Use Event Marketing To Score Spring Sales

BY ROD STUCKEY

Practice What You Preach . . . . . . . . . . . 40Rebuild It When They Come

BY WILLIAM DOUGLAS LITTLE

Web Savvy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42Communication is Key, Content is King

BY PEGGY OLSON

ON THE COVER – – – – – – – – –– – – – – – – – –

MPN contributor Lee Klancher takes a break from his writing duties to snap this

awesome alpine touring shot.

Contents April 2010

Volume 36 Number 4

www.mpnmag.com

– – – – – – – – – – – – – – – – –

TABLE OF

Shop Talkk

follow MPN on @MPNmag

14 Blast From H-D’s Past

er 4

om

– – –

k

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EDITORIAL

Editor

Colleen Brousil [email protected]

Assistant Editor

Doug [email protected]

Columnists

Otis Hackett, Steve Jones, William Douglas Little, Mark Rodgers, Rod Stuckey

Contributors

Lee Klancher, Peggy Olson, Marilyn Stemp

ART

Electronic Production Manager/

Art Director

Marjorie [email protected]

Production Assistant

Scott Packel

ONLINE

Online Producers

Susan Bickler, Erika Reise

Web Programmer

Alex Malyutin

ADVERTISING SALES

Associate Publisher

Dean [email protected] (866) 616-1635 ext. 130

PUBLISHER

MPN/Athletic Business Publications Inc.4130 Lien Road, Madison, WI 53704

Phone: (866) 616-1635 • Fax: (608) 249-1153

CEO

Gretchen Kelsey Brown

President

Peter Brown

Group Publisher

Shawn Gahagan

Controller

Kara Clark

Administration Director

Sharon Siewert

Audience Development Director

Jennifer Boyd

Audience Development Coordinator

Colleen Wenos

Email Marketing Coordinator

Lisa Popke

CAUTIOUS OPTIMISMShows in Cinci and Indy point to a better future

to stick around until then?

Zilch. I suggest the shows end

on Sunday evening. Vendors

who are able and want to ship

out Sunday night can do so, and

this move won’t affect attendee

satisfaction one bit. In Cincinnati,

dealers are already watching the

Super Bowl coverage by then

anyway. By Monday dealers have

either rushed home to supervise

their shops, or they’re leisurely

making their way home without

even entering the expo hall a

last time.

In Indianapolis, I witnessed

mass confusion (and frustration)

as the primary and outside expo

halls were open at different

times. On Friday, dealers

arrived to stroll the outside

hall while the primary hall was

still closed. Sunday evening,

the outside hall vendors were

closing up shop while the

primary hall vendors were still

looking to do business.

All I’m hoping for is

consistency and common

sense; Monday is the

beginning of the dealer

principal’s work week. I’ve

worked at consumer trade

shows that end on Sunday —

everyone seemed so happy

with the arrangement. What’s

worse is that I can’t even

imagine what organizers in

Indianapolis were thinking

with the hall timeframes.

Bottom line: There are still

people who want to buy fun,

and there are still folks who

want to sell it to them, so there

was defi nitely a silver lining of

optimism at both shows. So,

ride on brothers and sisters;

take whatever you can out of

2010. It will only get better. t

Dean Kelly is associate publisher

for Motorcycle Product News.

Like many of you

readers, everyone at

the MPN offi ce is still

digesting news and

new products from the V-Twin

Expo and Dealer Expo. Some of

those products are detailed in

our Essentials Gear and P&A

sections this month, while

others will surely get coverage

down the road. With the spring

buying (and riding!) season

approaching, we thought

we’d present you the latest

in touring gear and luggage;

we also have a product focus

on communication systems.

After all, people in this buying

demographic of globetrotters

and weekend warriors like

gear and gadgets, so you need

to know the ins and outs of

the latest products to hit

the streets.

But, back to discussing

the big two trade shows,

which, this year, seemed to

closely resemble one another:

Organizers of both shows

dealt with poor weather in

the Midwest, and attendance

was obviously down at both

shows, but, fortunately, an

enthusiastic crop of dealers

showed in both cities.

At the end of these shows,

I always make a few rounds

myself to get the inside scoop

on vendors’ thoughts on the

show. At both shows, vendors

said they had a lot of quality

time with interested dealers;

orders were taken and dealer

applications fi lled out. If a

dealer wasn’t spending quality

time on the show fl oor, he was

attending educational seminars.

Long story short, the lack of

party seekers — you know, the

type to have one beer in hand

and several in belly by 9 a.m.

— was apparent. (That’s not to

say Cincinnati’s Champ’s wasn’t

busy Saturday night or that the

Super Bowl crowd laid low —

far from it!)

Still, I picked up a few

common complaints along

my walk. The fact both shows

last until Monday came up

frequently. Attendance is always

very, very slow on Monday (or

nearly non-existent, as was the

case in Indianapolis this year).

With such low attendance,

what’s the value for a vendor

THERoadAHEAD

By Dean Kelly

Staff

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What A Way to Turn 30Hey, if you’re not doing anything between Nov.

14, 2010, and July 20, 2011, take a chance

on Edelweiss’s Discover Our Earth tour, the

company’s 30th anniversary ride that will guide

riders through Europe, Africa, the Americas,

Australia and Asia. Oh, you’ve got a shop to run?

Well, pass the word along to your affl uent clientele

and convince them to go, and tell them you’re

their No. 1 source for outfi tting a motorcycle to

stand the rigors of global travel. The ride begins

at Edelweiss headquarters in Austria, goes to

France and then down to Dakar, Senegal. Riders

will hop ship to Argentina next and then ride north

to Los Angeles. Next comes a fl ight to and riding in

Australia. Then Beijing before a westward journey

back to Austria. Easy, right? t

Apocalyptic Bike PartsThe only things cooler

than the cars in all of the

Mad Max movies are the motorcycles! How can

one forget the swooping fairings sported by

Toecutter’s gang and Offi cer Jim Goose on their

Kawasakis? Mad Max Cars (MMC), a company

that specializes in recreating vehicles seen in

the Mad Max trilogy, recently bought Toecutterz.

com, the fi rst production company to offer the

fairings. Using the original moldings from which

the fi rst line was created in the late ‘70s, MMC

improved on production techniques — using

vacuum-bagged, resin-infusion lamination for a

strong and light fairing — and is taking advanced

orders for another run of “Toecutterz.” The

dealer price is $1,400, with an MSRP of $1,600. If

you have customers dying for retro parts that will

help their bikes stand out, look no further than

Toecutter fairings. For more info, visit

www.madmaxcars.com. t

10 April 2010 www MPNmag com

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230 TOUR MASTER


SAN-DIEGO HARLEY-DAVIDSONFearlessly moving forward

According to tradition,

bikers are rebels, bik-

ers on Harleys even

more so. That said,

it shouldn’t be surprising that

“New York” Myke Shelby, owner

of San Diego H-D, is an intrepid

individual who unequivocally

states his beliefs without regard

for conformity. But as a Harley-

Davidson dealer, one might

think Shelby would be stifl ed

by business dynamics. Not so.

And that’s more to the benefi t

of both his customers and the

corporate structure his shop

represents. “This,” says Shelby,

opening his arms to indicate the

dealership, “is what America

is all about. Be yourself and be

free.”

See, SD H-D has a colorful

history, so you could say

daring behavior is more than

appropriate here; it’s required.

When famed engine builder

and race tuner Leonard Andres

ran the dealership from the

‘40s to the ‘70s, the shop was

a standout gem in the H-D

crown. By all accounts, Andres

was an outgoing, personable

guy. Though some say the

dealership lost its pizzazz

when Leonard retired, there’s

no question that the spark

reignited when Shelby came

on the scene in 1993. For

proof, visit SD H-D’s website

and view some of Shelby’s

TV commercials. He insists

that it’s the American made

product — the Harley-Davidson

motorcycle — that riders

identify with, not a marketing

campaign or a corporate

structure. “Everything in life

comes down to freedom,” he

says. “It’s why we’re doing this,

it’s why we’re still here.” And

that’s the message that Shelby

is emphatic about and quite

good at delivering.

Shelby is an ardent activist

for motorcyclist’s rights, whose

patriotic fervor and intensity

for riding are impressive.

After more than 15 years at

the dealership’s helm, he

still works hard every day

to maintain SD H-D’s solid

reputation. His no-compromise

attitude trickles down to

everyone on the payroll, too.

A major benefi t of this high-

energy atmosphere is the

fresh thinking and innovation

that results when people are

inspired to hustle. There’s

pride of accomplishment and

competition even between

the three separate locations

that fall under the SD H-D

umbrella, including a shop at

Seaport Village in San Diego

Harbor, the main store on

Kearny Mesa Road, and the

downtown store in Little Italy

(above), near the franchise’s

original 1915 location.

Employees at the downtown

location are happy to point

out their building’s unique

architecture and singular

spaces, unmatched, they

say, by the other “modern”

facilities. This is also where

Rider’s Edge classes are held

and is the site of frequent

“Kettner Nights” street parties.

The Kearny Mesa store

is campus-like as it spills

into adjacent buildings in its

industrial park setting. To

keep the energy pumped up,

live bands are scheduled here

most every weekend, along

with charity gatherings that

benefi t such groups as Fallen

Offi cers and Special Operations

Warrior Foundation, which is

appropriate seeing Shelby is a

U.S. Air Force veteran. Intent

on maintaining their edge, both

the Kettner and Kearny Mesa

shops have undergone recent

refurbishment and expansion

projects. In fact, they were

both under construction when I

visited. “It’s not about surviving;

it’s about thriving,” Shelby says.

Shelby’s personal ride is a

stealthy, blacked-out V-Rod, but

his attitude is inclusive as far

as the H-D brand is concerned.

“They’re all great bikes, they’re

all American made,” he says.

Shelby deals on the level,

too — no price cutting,

no gouging. And he’s

unapologetic about running

his business with intent. “I

need to make a profi t to keep

my people employed and to

make sure we’re here when

you need us,” he says.

Thanks to the balmy San

Diego weather, barbeques are

held year round and family

events are scheduled on vari-

ous holidays. Monthly New Bike

Nights bring together new own-

ers for special events. Frequent

group rides are planned by

the dealership’s HOG chapter

to the Del Mar races or other

area events. Savvy marketing

partnerships expand the shop’s

reach, too (see sidebar).

“I’m never afraid of

competition,” says Shelby.

“What I’m concerned about is

government regulation.”

And that, friends, is the

deceptively simple philosophy of

an earnest and thoughtful man.

There’s something we can

all learn from that. t

Photos by Marilyn Stemp and compliments San Diego H-D

DESTINATIONDealershipStory by Marilyn Stemp

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

www.MPNmag.com April 2010 13

DOUBLE THE FUN

San Diego’s weather allows for year-

round riding, and one way SD H-D

recently capitalized on that fact was a

partnership with the Hard Rock Hotel

to develop the “Hard Rock and a Hog” package.

Originally planned as a temporary promo-

tion, the offer has been extended and includes

two nights’ accommodations, a one-day bike

rental, goodie bag, ride suggestions, meal

credit and VIP access to the Hard Rock’s night-

clubs. According to SD H-D’s event coordinator

Trisha Marshall, “The idea was to encourage

riders to enjoy our great weather and fi ne rid-

ing. Partnering with the Hard Rock just made

sense.” They’re two great things that are bet-

ter together, and make sense and sound like

fun, too. Learn more about the promotion at

www.sandiegoharley.com or

www.hardrockhotelsd.com/harley-davidson.


“One faces the future

with one’s past.”

—Pearl S. Buck

“History is a guide

to navigation in

perilous times.”

—David McCollough

“We worked

every day, Sunday

included, until at

least ten o’clock at

night. I remember

it was an event

when we quit work

on Christmas night

at eight o’clock

to attend a

family reunion.”

—Walter Davidson

As family farms turned to dust and Wall Street bankers pancaked on concrete, Tom

Sifton was turning fast Harleys into black gold. The wunderkind tuner’s modifi ed

Harley engines were faster than the factory’s best in 1926, and he moved his shop

to San Jose, Calif., to transform it into a full-line dealership in 1933.

What Sifton lacked in timing he made up in resourcefulness. While most motorcycle dealers

were selling one or two bikes a year, he kept the doors open by servicing police motorcycles.

Sifton’s 1933 expansion was beyond bold. The motorcycle market virtually froze in

the 1930s, with Harley-Davidson production dropping by 81 percent between 1929 and

1933. A Fresno H-D dealer did not sell a single motorcycle in 1933, and the entire Harley

experimental department was consolidated from a large force to just one man.

Sifton’s moves paid off in the long run, and he went on to found a highly successful

motorcycle performance company, Sifton Motorcycle Products. Innovation in the face of long

odds worked for him, and his engineering genius overcame the times. The same can be said

for H-D during this time. Today, both H-D and its vendors face economic uncertainty, but

remembering lessons they have learned in the past can reveal paths to the future.

Harley-Davidson survived the 1930s with a mix of dedication, ruthless marketing of

clubs and racing, circus sideshow training programs, a fl ash of style, and engineering

prowess. As the times turned from bad to worse, the company worked hard to minimize

the impact on its employees, the company fostered a family atmosphere, and the leaders

took care of their own.

“Basically, Harley-Davidson spread the pain,” says motorsports author Jerry Hatfi eld.

“They cut everyone’s working hours and cut wages. They did both at least twice. In one

round they cut everybody’s pay 10 percent, except the top four, who took a 20 percent cut.”

The top four were, of course, Bill Harley Sr. and the three senior Davidsons.

Author Herbert Wagner chronicled the tale of Joseph Borgen, who was working in the

riveting department at H-D. Borgen would come in to work and, if he could scrounge up

parts, he could rivet components. If not, he was sent home. “My paychecks kept getting

smaller and smaller until fi nally it got down to 92 cents for two weeks’ work,” Borgen told

Wagner. “I’d have framed the check if I didn’t need the money so bad.”

While wages today are clearly more generous than those paid in the ‘30s, the cuts are

no less painful. Roughly 850 people lost their jobs at the manufacturing plant in York, Pa.,

and more cuts are anticipated for 2010.

At the dealership level, similar cuts have been necessary. At the House of Harley in

Milwaukee, manager John Schaller faced just such a dilemma when he needed to cut

someone from his fi ve-person MotorClothes division. When he told his employees about

the dilemma, they came up with the idea to scale back to 32 hours so that all fi ve could

stay on. The numbers worked, Schaller agreed, and a job was saved. “Our people are the

key to our success,” Schaller said. “Unselfi sh is the best word I have to describe them.”

Another way that Harley-Davidson dealt with the Great Depression was with Knuth’s

Kollege, a heavily-promoted motorcycle maintenance training program. Ring-led

by “Hap” Jameson, a well-known writer for The Enthusiast and a popular emcee at

motorcycle events, the training was a mix of a sideshow circus and information riders

desperately needed.

Today’s crop of riders is more in need of ride training than how to fi x their bikes. While

H-D has not invested as much effort into new programs, the Rider’s Edge safety training

program is helping keep dealers profi table and riders’ rubber side down.

Before 1930, H-D’s international sales were huge; the domestic market simply didn’t

purchase very many motorcycles, particularly because Henry Ford’s cars cost less and


were more practical. Overseas sales made up 55.5

percent of H-D sales in the mid-’20s. Harleys were

particularly popular in Australia and New Zealand where

the rugged machines were the preferred two-wheeled

mode of transportation.

In the early ‘30s, not only did The Motor Company’s

domestic sales tank, but several foreign countries imposed

import taxes as high as 50 percent. The result was a

double-whammy of sales contraction. Opening the domestic

market was paramount for H-D to fi ll the void. One of the

tactics the company used effectively to sell motorcycles into

the fl at 1930s market was to encourage clubs and amateur

competitions. The founders reasoned that if they could get

Americans involved in the sport, they would sell bikes as

well as parts. Clubs and amateur racing accomplished this

goal nicely. H-D ruffl ed a few feathers with the way they

strong-handed the American Motorcycle Association racing

rules to favor their company, but they also not only were

able to grow, they also steadily took market share from

arch-competitor Indian.

For Harley in the 1930s, the loss of overseas sales

meant opening the domestic market was key. In current

times, the domestic market is about as mature as

possible. The bikes are a cultural icon. While perhaps

not everyone who wants a Harley-Davidson owns one,

creating more demand is limited primarily to fi nding

ways to fi nance buyers.

Craig Kennison, an analyst at Milwaukee’s Robert W.

Baird & Co., watches H-D’s fortunes closely. He refl ected

on Harley-Davidson’s interest in increasing foreign sales

during our economic downturn..

“Harley is not interested in surviving the recession,”

Kennison says. “It plans to roll with the tough times and

come out stronger. That means cutting production to get

inventory in line, addressing its cost structure to compete

in a smaller market, and building on the worldwide appeal

of the Harley-Davidson brand.”

Curb appeal increases with style. The Motor Company

did just that in 1933 by dumping the line’s dark green paint

in favor of Art Deco colors and logos. Today, the company

has livened up the line with its dark line of machines.

Bikes like the Crossbones, Rocker, and the Forty-Eight

bring a look that appeals to the younger demographic the

company needs to attract for long-term survival.

These style-conscious changes were aimed at the do-

mestic market, but Kennison adds that stylish bikes will

need to be part of Harley-Davidson’s strategy overseas.

“Harley has a big opportunity in Europe, where its

share is close to 10 percent — but it has to get the

product right,” Kennison says. “The XR1200 it a step

in that direction. We expect faster growth in emerging

markets where Harley is an aspirational brand for

consumers accumulating new wealth. Brazil, South

Korea, and South Africa are hitting that infl ection

point. Over the next decade or more, Harley will expand

in China and India, but it has only a handful of dealers in

each market today.”

Author Dantar Oosterwal was the director of product

development at H-D from ‘97 to ‘06. The MIT-educated

engineer oversaw creation of several innovative new

products including the V-Rod. Oosterwal wrote The

Lean Machine, a book about his experience bringing a

management and manufacturing philosophy called “Lean

Product Development” to H-D.

“Tank graphics helped Harley-Davidson get through

the Great Depression,” Oosterwal says, “but new product

got people back into the dealerships.”

In 1930, H-D introduced the sidevalve-engined

VL as an intended corporate savior. The engine was

prone to failure. The company regrouped and, in 1936,

introduced the overhead-valve sixty-one, better known

as the Knucklehead, and it was this shining new piece of

technology which helped propel H-D out of the Depression.

“I fi rmly believe that what drives companies is new

product,” Oosterwal says. “The people at Harley are top-

notch, and I know they have products in place to ensure

their success.”

Oosterwal wouldn’t elaborate on the innovations

lurking in the engineering department, though.

Whatever new product cards Harley holds, the

turnaround in the market appears to be arriving, as

sales for 2010 are up from the dreadful 2009.

The company has thrived from the very beginning

by smart cultivation of hard-working folks selling their

products. “A major part of Harley-Davidson’s success [in

the ‘30s] was an outstanding dealer network,” Herbert

Wagner wrote in Harley-Davidson 1930–1941. The company

pressured dealers to sell only Harley-Davidson and then

supported them strongly.

Their dealer network was founded by guys like Frank

Ulicki, a barrel-chested weekend racer working for

a Harley dealership in Kenosha, Wis. When Frank’s

boss was presented with an opportunity to run another

dealership in Ohio, Ulicki was given the chance to

take over the helm. He agreed, but he had to meet

personally with Arthur Davidson before being allowed to

“When Harley-Davidson encouraged

competition, racers who participated in

fi eld events, hill climbs and TTs bent a lot

of parts. Parts sales provided a steady

income for Harley dealers and the factory

during the lean Great Depression years.”

— Herbert Wagner,

author of Harley-Davidson 1930–41


purchase the place. He passed the test, and

forked over about $250 to buy what is now

Uke’s Harley-Davidson.

Frank’s grand-daughter, Brenda Ulicki,

says the stories about the dealership’s

Depression-era survival are legend at her

dinner table. “His fi rst sale on his fi rst day

was a nut he sold for four cents,” she says.

“Times were tough, but he supported his

family with the dealership.”

Frank went on to become a successful race

promoter and owner of a likewise successful

dealership. He fed his family through the

economic crisis and beyond.

House of Harley-Davidson’s Schaller can

relate. He’s upbeat about his facility’s sales

growth in the past few months and says that

House of Harley continued to be profi table

throughout the past few years.

“Recession brings opportunity,” he says.

“You adapt or you fall behind.” His dealership

has worked hard to keep people coming in

the door, doing everything from selling parts

on Amazon and eBay to making sure that

customers who walk in the door are treated to

good cheer and fi rst-class service.

Schaller is proud of his group’s accomplish-

ments, and he appreciates that success in the

current environment is not a given.

“I truly say ‘thank you’ when I go to sleep each

night,” he says. “I can’t say I got to sleep quickly.”

Herbert Wagner believes that the Great

Depression helped H-D focus on its core

market and develop a great product. “For

all its agony, the Great Depression may

have been a blessing in disguise for Harley-

Davidson,” Wagner writes. “The years

of coasting on the export market while

neglecting the American enthusiast brought

the chickens home to roost.”

While the economics of The Motor

Company’s current situation are less dire

than those it experienced 70 years ago,

they are more complex. Financing, union

labor, and changing demographics are all

challenges the company will have to meet.

But it all comes down to product, and

innovation on that front requires more than

sexing up the line with fl at black paint and

crinkle-fi nish cases. Skin-deep improvement

got the company through the worst of the

Great Depression, but true innovation in the

form of the 61 OHV Knucklehead was required

to save the company in 1936. In order to stay

competitive, the brand that made Milwaukee

famous will need to take that hard-won history

lesson to heart. v

“The cumulative effect of Harley-Davidson’s

cuts in the 1930s was a 30 percent

reduction in offi ce salaries except for the

four offi cers who experienced a cumulative

cut of 50 percent.”

— Jerry Hatfi eld, author of Indian Motorcycles

and Flat Out: The Rollie Free Story


OO ffering so much more than helmet-

to-helmet communications, today’s

high-tech communication devices

integrate a multitude of sophistocated

systems, including cell phones, MP3 players,

GPS navigation and just about any Bluetooth

goodie today’s tech nerds can concoct. While

some may argue that the whole reason to

get out on your bike is to unplug from the

world around you, there may be nothing

more freeing for a rider than to be able

to make his 9 a.m. conference call

in the saddle instead of from some

boardroom. Kit out your selection

of communication aids with this

selection of six go-to gadgets.


BikercomBikerCom wirelessly enables rider-to-

passenger communication and offers the

fl exibility to connect a mobile phone, two-way

radio, navigation device, radar detector and

audio player. This unique system uses innovative

Bluetooth technology and gives riders the

freedom to connect with wires or wirelessly. The

unit retails at $749, and while the company is still

looking for a U.S. distributor, you can stock up online.

www.bikercom.com

BT1Ever play biker charades? You know that game of pointing,

nodding and inaudibly shouting with your spouse on a ride?

The BT1 Rider to Passenger communication system makes

chatting simple, no pointing or prodding required. The

rider unit connects to a Bluetooth device or it can connect

to non-Bluetooth devices by auxiliary cable. The passenger

unit is intercom only, and the pair gives riders up to eight

hours of usage. The weather-resistant microphones are

noise cancelling while Automatic Gain Control speakers

round out the system, which retails at $289.95.

www.marshalldistributing.com

BlueAnt WirelessBlueAnt fi rst introduced the Interphone F4 in December.

Easily attached to either full-faced or open-faced helmets,

the fully weatherproof, water-resistant Interphone F4

incorporates stereo capability and differentiating voice

technology so bikers can enjoy wireless entertainment

and mobile phone communication on the road. The F4 will

pair with up to eight Bluetooth devices and multipoint

technology allows the F4 to connect to two phones

at once. Additionally, bikers can listen to turn-by-

turn directions from motorcycle-friendly Bluetooth

GPS devices and enjoy up to 10 hours talk-time

— answering calls with a simple “hello” — and

up to 700 hours of standby time. The Interphone F4

communication system is supported by BlueAnt’s committed

customer service program and a two-year warranty.

www.blueantwireless.com

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ChatterboxThe Motocam360 GPS Rear Vision

System paired with the XBi² allows a

rider to load his favorite MP3s on an SD

card used for mapping navigation. The

system will provide hours of musical

entertainment via the wireless Bluetooth

link from the GPS unit to the Xbi² helmet

receiver! The Bluetooth feature can

also be used for turn by turn directions

from the GPS navigation. A maximum of

three Xbi² can be set up on the same broadcasting

channel for rider-to-rider communications up to

500 meters away.

www.motocam360.com

VCANVCAN Sports has unleashed the fi rst ZERO model helmet,

the V600. The V600 is a full-face, DOT approved helmet,

including top and chin ventilation and an adjustable

face shield. It comes standard with the ZERO Bluetooth

module, which allows the rider to take and make

cell phone calls and to listen to music via A2DP MP3

technology, all for a very affordable $99.99.

www.vcansports.com

Cardo SystemsCardo Systems’ new Scala Rider G4 bike-to-bike Bluetooth headset offers

compatibility with any number of Bluetooth-enabled devices with its embedded

FM radio, mobile phone support and voice activation. The G4 is also the fi rst

Bluetooth headset to offer group intercom among up to three riders, as well

as communication among two riders and their two passengers on two bikes at

distances up to one mile. Encased in a rugged and fully redesigned form factor,

the G4 gives the user access to all of their compatible communications and

entertainment through one lightweight unit.

www.cardosystems.com

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W here the interstate ends,

adventure begins, and

riders of all ages and

experience levels yearn to escape.

Create gear checklists for all types

of touring, and share them with

every adventurer that walks in your

door. If he's heading for a 200-mile

weekender, his needs will be vastly

different from the rider embarking on a

transcontinental trek. Stock the goods

to outfit every traveller and you'll

reap some serious coin this touring

season. Start your stocking list with

this collection of luggage and apparel.

Round it out with MPN's online Buyers

Guide at www.mpnmag.com.


FlywThe Fly Racing Milepost sport touring boot is loaded with comfort and

protection at an affordable price. Premium features include a waterproof

membrane, breathable Airweave interior, comfortable leather construction,

removable/replaceable comfort insoles and E-Z Walk soles. The $109.95

boot has built-in ankle, shin and toe protection, along with shifter wear

protection and refl ective safety striping on the rear. The result is a

waterproof and breathable sport-touring boot for all riding conditions.

www.fl yracing.com

vJoe RocketJoe Rocket’s tried and true Ballistic series evolves yet again

with the 8.0, which the company brands as “the ultimate

environmental control system for your ride!” The 100

percent waterproof jacket features a resistant Rock Tex

600 outer shell; CE-rated armor in shoulders and elbows;

removable spine pad with pocket for optional CE spine

protector; and a removable insulated full sleeve liner.

Perhaps the most impressive feature is the patent-pending

BigAir Waterproof ventilation system — A 20-inch-by-4-inch

FreeAir mesh panel integrated into the main zipper.

www.joerocket.com

vFirstgearThe Kenya boasts an outer shell made of Hypertex

waterproof and breathable, high-density, 600

denier polyester for abrasion resistance. It keeps

the rain out, but allows humidity to escape.

Protection includes CE-rated armor in the

shoulders and elbows, plus an EVA foam back

pad. The $249.95 jacket gets a whopping eight

exhaust options, and the main front, two-way

YKK zipper is shielded from moisture by a

double storm fl ap with rain gutter held in place

by hook-and-loop closures. For a custom fi t,

adjustments can be made to the waist, sleeve

cuff and collar with hook-and-loop closures.

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CortechwCortech’s Super 18-liter Tank Bag boasts a 1680 denier ballistic

polyester construction; protective non-slip, non-scratch base;

expandable main compartment; top fl ap internal organizer; soft

tricot lining; hideaway backpack strap set-up; and an internal

removable shield tote. The features don’t stop there as the bag

also gives riders a Clear-Vu removable map pocket; easy access,

external eyeglass case; Media Center personal media pocket;

and a built-in sip tube and headphone exit ports. The laundry list

is topped off with an integrated stowaway rain cover.

www.cortechperformance.com

vCorbinCorbin's Beetle Bags are designed

for specifi c bike models, so they

emulate the visuals of the bike

and integrate perfectly. Lines and

details of the OEM bodywork are

incorporated into the shape of the

bags to create a very balanced look

and disguise the generous storage

capacity. Corbin's saddlebags are

specially engineered for each motorcycle so they fi t the

profi le of the bike, and this enables the bags to carry the

weight of the contents closer to the centerline of the bike and

maintain balance. This also provides a smaller overall width

for less wind resistance.

www.corbin.com

tGIVIThe new GIVI monochrome Tech series is designed to offer

the functionality and style of a large top trunk without

detracting from a bike's styling. Supplied with smoked

lenses and dark trim, the Tech series has produced a truly

integrated top trunk solution. Both the V46 and E55 Monokey

series cases are capable of taking two full face helmets

and have an available back rest, top rack, brake light and

inner bag option. The V46NT retails for $273, and the E55NT

version retails for $340.

www.giviusa.com

u FirstgearThe $169.95 Laguna saddlebags expand from

1,805 to 2,166 cubic inches. Non-abrasive, non-slip

material on the exterior inward-facing sidewall

protects your customer's ride, and a heat-resistant

base helps protect the bag from contact with

exhausts. Double pull, top access zippers provide

easy access to contents without gear falling out,

and a light colored inside liner makes fi nding

items easier. The sidewall and base are reinforced

for strength and shape retention, and plenty of

external pockets make organization a snap.

www.fi rstgear-usa.com

www MPNmag com April 2010 25


OlympiawWhether touring, dual sport riding or daily commuting, Olympia

Moto Sports four season X Moto jacket is ready for any challenge. Its

Mega Vent Panel System allows the X Moto to transition from solid

body to adjustable airfl ow construction in seconds, as its front, back

and underarm vent panels zip down and fold neatly into self storage

pockets. A zip-off integrated back pack with hydration bladder and

expandable zip-off luggage system offer major versatility. An authentic

cordura shell with 2000 denier cordura reinforcement ensures

maximum abrasion resistance. The X Moto is also equipped with a

sporty, waterproof/breathable, two-stage, Thermolite insulated liner

to deliver multi-season, all-weather riding comfort at $429.99.

www.olympiamotosports.com

vPower TripThe 100 percent waterproof Dakota II not only

features removable CE-rated armor, but it also has

what the company boasts as the most aggressive

ventilation in the industry: the patent pending BigAir

system. An 80-square-inch FreeAir mesh pane is

integrated into the main zipper. Once open, the

SureFit adjustment system keeps the outer zipper

panels snug to prevent fl apping when riding. Seen

here in its women's iteration, the Dakota II also

comes in a men's cut; both retail for $169.99.

www.power-trip.com

vNelson RiggDon't let your customer embark on his journey

without the proper rain protection. The VTL-700

Volante two-piece rain suit is made using a 100

percent wind/waterproof, trimax nylon/PVC that

makes this all-season suit waterproof even in the

harshest conditions. The jacket features adjustable

zippered ventilation, elasticized belt and cuffs for a

perfect fi t, and refl ective safety striping. The pants

sport adjustable suspenders, heat-resistant leg

panels and large 17-inch zipper gussets with stirrups

for easy boot entry. There are also two large outer

pockets and one inner zippered pocket for convenient

storage. Sized small to 4XL, the $89.95 suit has a “no

hassle” 24-month warranty.

www.nelsonrigg.com



Joe RocketwAn industry leader in motorcycle apparel, Joe Rocket also knows

a thing or six about luggage; the company has six sportbike-

specifi c luggage selections, to be exact. In each luggage

model, expect the same innovative designs for which

Joe Rocket apparel is known, from the versatile

Space Pak 2.0, which can hold a spare helmet,

to the minimalist, stylish and sleek Manta

XL Tank seen here.

www.joerocket.com

tMustangMustang’s new line of Nostalgic Luggage is durably constructed

and completely covered in high quality, expanded black vinyl to

complement Mustang seats. Mustang’s Journey Bag offers a

classic look with surprising capacity, handling extended trips

with ease. The total storage capacity, including the three side

compartments, is 3,744 cubic inches. Whether mounted on the

passenger seat or a luggage rack, the combination of the semi-

rigid construction and the integrated adjustable backrest provide

ample lumbar support. Mustang’s Journey Bag with chrome

studs is $199; without studs it runs for $189. The Journey Bags

include a free rain cover for added protection.

www.mustangdealer.com

uMarshallTwo-wheel travel isn't limited to massive

touring units. The scooter crowd has been

known to hit the open road, and this Scooter

Travel Trunk adds the extra storage space

necessary for overnight jaunts. Constructed of

strong ABS plastic, Marshall's Scooter Travel

Trunk's top lifts open from a hinged rear. The

lock will help keep valuables safe, and the

package comes complete with all mounting

hardware, lock and two keys.


v Nelson-RiggThe Triple Threat Mounting system is new for 2010, and it now

comes standard on all Nelson-Rigg bags. With the purchase

of any three additional but inexpensive mounting kits (starting

at $12.95), riders can convert each bag to mount in a number

of different ways. Any of the bags in this line can convert to be

used as a strap-, magnet-, or suction cup-mounted tank bag,

or the same bag can be used as a tail pack. All mounting kits

are quick release and fully interchangeable. With this versatile

systems, riders don't need to own an arsenal of different

luggage to suit their changing needs.

www.nelsonrigg.com

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River RoadwRiver Road says its waterproof,

breathable, 3⁄4-length, heavy-duty nylon

Taos jacket knows no boundaries. It

gets a two-way front zipper covered by a snap-down external

storm fl ap. Venting comes from two front shoulder intakes

and two rear vertical exhausts protected with high quality

waterproof zippers. Its removable, insulated, fully-sleeved

liner has a built-in pocket for most mobile devices, and high

quality and fl exible CE-approved armor is used on shoulders

and elbows for protection. Two chest storage pockets, protected

by waterproof zippers, and two lower front pockets with snap

closure offer plenty of storage space.

www.riverroadgear.com

ShifttWhen the going gets tough what rider would think of

turning around? Shift says its Trooper Storm series textile

jacket is up to any challenge with its 600 denier polyester

fabric construction, articulated design for superior comfort

in the saddle and removable CE-approved shoulder

and elbow armor for impact protection. Its waterproof,

seam-sealed mid-liner keeps riders dry in wet riding

conditions, while waterproof zippered front shoulder and

rear exhaust vents allow riders to control airfl ow based on

riding conditions. This $229.95 jacket comes in black camo

(pictured), desert camo and orange.

www.shiftstreet.com

uRoadkromeThe new Roadkrome Defender Textile Jacket is

constructed of a durable 600 denier cordura and

168 denier nylon balistic mix. Inside, riders will

fi nd CE-approved shoulder and elbow protection,

as well as a breathable and waterproof liner and

a removable thermic liner. Available in sizes

medium to 5XL and retailing at $179.99, the

Defender is a sure seller this touring season.

www.nhjpowersports.com

www.shiftstreet.com


SaddlemenwSaddlemen’s BR1800 Dresser Back Seat or Sissy Bar Bag can either be

used as a sissybar bag or as a back seat bag, set between the rider and

tour back on dresser style motorcycles. The bag includes two mounting

systems: a seat harness or an adjustable sissy bar strap system that

easily attaches the bag to a motorcycle's seat, luggage rack or sissy bar.

Detachable backpack straps make for easy off-the-bike jaunts, and its

spacious top-loading main compartment is large enough to hold one 3⁄4-helmet and other cargo.

www.saddlemen.com

River RoadwRiver Road's Rigid Zip-Off Saddlebags with Security

Lock offer riders a new two-number combination lock

for added security. Its synthetic leather looks so real

you’ll look twice, and it's UV protected to prevent wear.

The zip-off bags feature a quick-release and handles for

easy carrying. Rigid side walls and bases give the bags

strength and shape retention. The classic iteration retails

at $139.95, while studded bags ring in at $149.95.

www.riverroadgear.com

v RapidTransitThe Division Tail Frame Bag features a wind- and

water-resistant 1000 denier nylon shell and an

integrated tail frame/sissy bar mounting system.

It also has multiple expandable compartments,

a waterproof garment bag, and roll pack — it's

even backpack convertible. Riders can score this

loaded bag for $169.99.

www.rapid-transit.com

v RoadkromeThe Roadkrome Nashville Removable Saddlebag is made of Tek leather,

giving a black synthetic texture that looks like the real thing. Designed

with the rider in mind, the Nashville is a great choice for riders looking

for traditional style and lasting quality. All conchos, studs and buckles

are nickel chrome, and the back panels and sidewalls are reinforced. The

Nashville measures 19 inches long by 14 inches high by 6 inches wide and

retails at $269.99, plus an additional $249.99 for the chrome mounting kit.

www.nhjpowersports.com


TyphoonwTyphoon cycle gloves

are constructed from

a deluxe washable

and waterproof

leather that stays

soft even after

repeated soakings.

Hands stay dry thanks

to the Aquatex waterproof,

breathable and windproof

insert. The Typhoon gets boxed

fi ngers and sidewalls for a relaxed

and comfortable fi t, and its longer

length fi ts snugly into a jacket

cuff. Adjustable velcro straps and a

reinforced palm round out this $49.95

glove's list of bells and whistles.


v Tour MasterThe Tour Master Centurion One-Piece Suit has

a 600 denier Carbolex shell with 1680 denier

ballistic polyester panels in the shoulders,

forearms and knees. It features an Aqua-Barrier

under-the-helmet hood to eliminate seepage

in the collar area. A waterproof and breathable

rainguard barrier allows rain protection without

perspiration buildup, and Carbolex accordion

stretch material increases fl exibility. Waterproof,

zippered three-position shoulder vents combine

with chest vents, adjustable under-sleeve vents,

thigh vents, rear exhaust vents and the Pipeline

Ventilation System for fl ow-through ventilation.

www.tourmaster.com

vScorpionPart of the extensive XDR (Xtreme Distance Rider) technical riding gear

series, the Fury jackets starts with a high-density 600 denier outer shell. The

full-sleeve EverHeat thermal liner keeps riders toasty in adverse conditions,

while the removable storm collar and waterproof/windproof inner shell pops

right out when conditions are less extreme. As riding conditions heat up, a

lightweight perforated nylon lining offers maximum airfl ow over the body’s

core. A connector zipper across the lower back ensures the matching

Hellina pant stays secure.

www.ScorpionUSA.com

u WildRiderWildRider Leathers black

leather chaps have an adjustable

front belt buckle and 2⁄3-length

zippers with snaps. The legs are

unhemmed, which makes it easy

to trim and hem as necessary.

Plain chaps retail at $101.02

while the fringed have a slightly

higher pricetag at $124.46.

www.wildrider.com


v SumaxSumax offers a wide variety of hard composite

fi berglass saddlebags. They are offered in stock width

and a 2.5-inch wider width with a choice of stock

or extended length. Models for '93 and newer Road

Glide, Electra Glide, Street Glide and Road King, along

with all-year Softail models, are available. Installed

LED lighting options plug into the rear harness. All

saddlebags have a fi nished rich charcoal trunk lining.

Brackets and mounting hardware are also available.

www.sumax.com

u WildriderLarge and jumbo size Wildrider Express Saddlebags

are universal, over-the-fender, slanted style

saddlebags and allow clearance for most turn

signals. Both sizes feature composite construction

and come standard with lockable roller buckles.

The $129.15 large gives riders more than 736

square inches of space, while the jumbo rings in at

$179.24 and offers a whopping 1,100 square inches

of storage. It also includes composite construction

with lockable roller buckles, and riders can opt for

decorative chrome studs on the face top cover.

www.wildrider.com

Tour MasterwThe Nylon Cruiser III Sissybar Bag offers riders heavy-duty, weather-

resistant 840 denier and 1000 denier nylon construction. The universal

mounting system expands from 6 to 14 inches and fits most styles of

backrests. A removable neoprene layer is included to protect the motorcycle,

and a hinged lid provides storage space and easy access to the main

compartment and zippered retractable floor. Dark colored reflective piping

and Tour Master’s reflective triangle provide nighttime visibility. Internal

support panels hold the shape of the bag when empty or full, and an

integrated rain/dust cover deploys from a small pocket on the top of the bag.

www.tourmaster.com

t Willie & MaxThe Revolution Series features an even wider range

of contemporary, fresh and edgy allure with the

recent addition of the Grommeted, Swooped and

Studded designs. All three are available in either

hard-mount or throwover styles. The exclusive hard-

mount system fits most cruisers on the market. The

hard-mount bags feature injection-molded backs

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www.willieandmax.com


WHAT ARE WE HIDING?Celebrating the sales process

The encounter I’m

going to relate showed

some very strong ele-

ments of a great sales

process. I saw a well executed

sales procedure, evidence

of good sales training, good

salesmanship and good sales

management systems.

I think the thing that hit me

the hardest was the fact that

the people in this company

were so open and honest

about their sales procedure,

as though they had nothing to

hide. This openness allowed

me to let my guard down as

a customer. I knew they were

trying to make a sale, and I was

perfectly okay with it.

Allow me to set the scene:

One of our clients has a rather

disjointed cashiering system; I

am also aware that an unnamed

chain of music stores has an

excellent system, so I went

into one of their stores near

my house to check it out. The

following is an account of what

I experienced when I walked

through their door. Remember, I

arrived to simply observe.

Within a matter of seconds,

I was greeted by half a dozen

smiling faces, all equipped

with a warm, friendly, natural

sounding but uncannily similar

greeting. I was asked by one

particular employee if I had

come in to look at anything

specifi c, and when I responded

that I hadn’t, he announced

that he would help me get my

bearings by giving me a quick

tour of the place. We ended up

in the pro audio room where

they keep all the big sound

reinforcement systems. The

salesperson again announced

his intentions and sort of set the

agenda for what was next by

saying, “Let me give you a few

minutes to look around, and I’ll

be right back to help you with

any questions.”

I thought his whole approach

was really very cool. He simply

told me through his words and

actions that he knew what I was

there to do, that it was his job to

help me do it and that he fully

intended to do so. This guy was

so comfortable with his sales

procedure that he was not only

not hiding it from me, he was

letting me in on it.

When he came back, he

asked me questions, he

listened to my answers, he

showed me a few things he

thought I might like based on

those answers, starting with

the lower priced stuff in the

category and then moving up

in price until the point when

I asked, “How much?” Then

he gave me a comprehensive

presentation of the system he

thought I liked the most and

calmly and unobtrusively asked

me to buy it. When I hesitated,

he simply asked me some

more questions, listened some

more and then formulated a

“Magic Question” (If I could,

would ya?) based on my

objections and asked me to buy

again by using that question.

He was operating so naturally, I

was blown away. I wanted one;

he wanted me to have one; he

made no bones about it.

When I looked to Mrs. Hackett

for approval and got none, (you

married guys know the look!)

I told him that we would have

to wait until I got home from

my next road trip before I could

fi t it in the budget. He then

announced that he would like to

put me into his follow-up system

so that he could get in touch with

me when I returned.

Again, he had absolutely

nothing to hide from me.

He even took me behind the

counter and explained how their

follow-up system worked as

he entered my information into

the computer. It was designed

much like our day planner

system in that the manager

would help determine the next

action to be taken, hold daily

meetings with each salesperson

to help them plan how to best

complete those actions and

get reports as to how each

customer was treated, how far

they got through the buying

process and what the fi nal

results were. Now, the coolest

part: He did all of this before

he knew that I was in sales

training; once he found that

out, he made absolutely no

changes in his approach. He

was so confi dent with his sales

procedure, that he was okay

with me knowing that he was

working a sales procedure.

I think the reason I could

see what was happening was

because he had no reason to

hide what was happening. He

was trying to help me get the

sound system I wanted, so

what’s to hide? By showing me

his follow-up system, he was

telling me that he wanted me to

have one when I’m ready, and

when I am, he wants me to buy

it from him. And it was working!

My wife and I wandered

around the showroom for a

few minutes trying to fi gure

out a way to shuffl e some

money around to make this

thing happen. I know this

doesn’t sound like anything too

remarkable, but let me remind

you of something: I went in the

place to observe a cashiering

system, and suddenly I was

trying to buy a sound system.

As salespeople, all too often

we try to hide the fact that we

want the customers to buy

something from us. What these

guys did so amazingly well was

what I try to preach all the time:

He wants one and I want him to

have one. So why do we try to

hide the fact that we want our

customers to have one and that

we have a process for helping

them get one? Is it just me? t

Otis Hackett is the founder of Otis

Hackett Group. OHG provides

general management services for

powersports dealers across the

U.S. The OHG team brings real-

world experience, having all been

motorcycle dealership employees

working on the front lines of

the industry every day. Click on

www.otishackett.com or e-mail

[email protected]. Join us on

Facebook or follow us on Twitter!

w

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

HackettHOW TO

BY OTIS HACKETT

Washington

Oregon

Nevada

Idaho

California

Utah

Arizona

Wyoming

Montana

Colorado

New Mexico

Texas

Oklahoma

Kansas

Nebraska

South Dakota

North Dakota

Minnesota

Iowa

Missouri

Arkansas

Louisiana

Miss.

Alabama

Georgia

SouthCarolina


Kentucky


WestVirginia

Virginia

Pennsylvania

Michigan

Wisconsin

UP Michigan

New York

Maine

VT

NH

Mass.

Conn.RI

MD

DEL

NJ

Florida

DC

Boise

Fresno

Memphis

Elizabethtown



Chart 3 reveals P&A gross

profi t per vehicle sold is very

strong. This is due to reduced

unit sales and the focus on

maximizing P&A sales. I hope

this effort won’t be lost when

the market returns. Surveys

prove that customers who

purchase more P&A at the

time of the vehicle sale return

higher CSI scores.

The service end of the

business remains strong.

Dealers are learning to

concentrate on maximizing

technician work time and

eliminating non-producers.

As a result, the gross profit

is up.

F&I is weak due to poor

fi nance approvals and credit

limitations. Yet, this is an

importance profi t center; be

sure you have the strongest

performer you can fi nd in this

position — look for them now.

As you can see, it is not all

“gloom and doom” out there.

Last month we

looked at the 2009

year-end national

norm numbers. This

month, we’ll explore the year-

end numbers for the TBOC.

In chart 1 you can see that

these dealers were getting

close to 25% gross profi t and

actually showed over 2% net

for the year. This is primarily

due to the huge effort they

have made to get expenses in

line with benchmarks.

Chart 2 shows the effects

of reducing new motorcycle

inventory. Flooring expense

was still high. Advertising

was coming down as dealers

focused on shows and events.

ATVs and pre-owned sales

were areas of profi tability.

I’ve been extolling the virtues

of pre-owned in this column

for some time, and these

numbers show why it is

important to grow this area of

your business.

2009 BEST OPERATOR CLUB PERFORMANCE

Chart 1

Total Store Benchmark TBOC

Total store gross profi t 25% 24%

Total store net operating profi t 7% 2.1%

Total store selling expense as a percent

of total gross profi t25% 27.6%

Total store personnel expense as a

percent of total gross profi t36% 35%

Total store admin as a percent


Total store facility expense as a percent


Revenue change n/a -19%

Chart 2

New Sales Benchmark TBOC

New motorcycle gross profi t 17% 10.8%

New ATV gross profi t 16% 16.3%

New UTV gross profi t 14% 9.2%

New PWC gross profi t 15% 11.9%

Preowned Sales

Pre-owned motorcycle gross profi t 18% 21.3%

Pre-owned ATV gross profi t 15% 24.7%

Pre-owned UTV gross profi t 15% 22.8%

Pre-Owned PWC gross profi t 15% 11.9%

Sales Dept. Overall

Sales department’s personnel expense

per vehicle soldn/a 515

Flooring expense per vehicle sold 75 196

Total advertising and marketing

per vehicle sold75 91

Table 3

Parts Benchmark TBOC

Total parts and accessory gross profi t

per vehicle sold$525 $930

Parts margin 39% 35.6%

Accessory margin 34% 30.6%

Table 4

Service Benchmark TBOC

Service department labor margin 70% 74.5%

Parts sold to labor ratio 1 0.90

Table 5

Finance & Insurance Benchmark TBOC

Finance gross profi t per vehicle sold $500 $321

Finance net operating profi t

per vehicle soldn/a $131

Deals fi nanced 70% 38.1%

Service contract penetration 50% 22.6%

Pre-Paid maintenance penetration 30% 9.7%

Security system penetration 20% 7.9%

Financed deals with GAP protection 30% 11.6%

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY STEVE JONES

OperatorsCLUB

BEST

Note: TBOC: Top of the BOC is the average of top fi ve BOC members (based on store gross profi t)


dealer 20-groups. The TBOC data

comes from the groups that are

in the a real-time, web-based

data reporting system. National

Norms are compiled from the

groups that report in the former-

RPM data system.

Steve Jones, general manager

of GSA, outlines dealership best

business practices to boost

margins, increase profi tability

and retain employees. His

monthly column recaps critical

measurements used by the

leading 20-group dealers. GSA is

recognized as the industry’s #1

authority on dealer profi tability.

Dealers are making money

by controlling expenses and

hiring top quality employees.

As I have said before, there

is no reason to have “B”

and “C” players when there

are “A” performers looking

for jobs.

Track your numbers, keep

your inventory under control,

hire the right people and

provide exceptional customer

service. These are still the

keys to success. t

At GSA we track benchmarks

through our involvement with

Note: The Voyager 4 data reporting and analysis system

is available for any dealership to use for a very nominal

fee. For more information on GSA’s data reporting

system, dealer 20-groups, on-site consulting or training,

drop Steve an email at [email protected] or visit

www.gartsutton.com.

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EVIDENCE-BASED DEALERSHIP MANAGEMENT Use data wisely to increase your bottom line

If you didn’t read last

month’s feature,

“Motorcycle Business

Myths,” hop onto

www.mpnmag.com and

catch up — go ahead, I’ll wait.

This month’s column is part

two, and it’s time to discuss

customer intelligence.

Customer intelligence is

information about customers

and their purchases that helps

us understand and guide

consumer behavior, increasing

their interaction and loyalty

to our dealership. Following

are the “Five Ws of Customer

Intelligence.”

Who bought?

• Demographics: age, gender,

residence

• Psychographics: key

motivators

• Bike-o-graphics: what they

ride, how they ride, where

they ride

• How can we stay in touch

with them: cell phone

number and e-mail address

What products did they buy?

• Motorcycles: make, model,

year, color

• Accessories: show, go or

touring

• Riding gear: what and what

sizes

• Services: rewards program,

maintenance program, other

• Events attended: corporate-,

dealer-sponsored

When did they buy?

• Time of year: fall, winter,

spring, summer

• Seasonal event or holiday:

bike blessing, Christmas, etc.

• Weekend versus weekday

• Personal event or holiday:

birthday, graduation, tax return

Where?

• Online

• Telephone

• In store

Why did they buy?

• Need

• Want

• Whim

us to run reports giving us a

percentage breakdown of size

and gender, so that we have a

scientifi c approach to ordering

product for inventory.” Now,

that’s smart retailing.

Crucial to becoming a peak

performing dealership is

knowing who your customers

are, when, where and what

they buy. Understanding why

and how they buy just might

put you in the stratosphere of

high performing dealerships.

For many, the mind reels

when debating the endless

marketing and business

opportunities for the customer

intelligence suggested.

The challenge, of course, is

knowing how to obtain and

organize this information?

Really progressive retailers

use reward programs to

capture this information and

as profi t centers.

Evidence-Based Dealership

Management

To improve, you should be

using better, deeper logic and

employing facts to the extent

possible to permit leaders

to do their job better. Based

on the belief that facing hard

facts about what works and

what doesn’t will help your

dealership perform better now

and in the future.

Is this really a new

idea? Aren’t we already

practicing evidence-based

management? Unfortunately,

in most instances, the answer

to that question is no. People

do what they’ve always done.

When we believe something is

true, we look for information

to support it. And when you

don’t believe something,

almost no amount of evidence

can get you to change your

mind. That’s what makes

How did they buy?

• Cash

• Check

• Credit card

There are important and

obvious (and not-so-obvious)

insights that can be made from

this customer intelligence.

Obvious examples include:

• Service labor dollars are

down, target 4K mileage

customers for 5K service.

• Notice luggage rack

purchasers who didn’t

purchase luggage

• Track event participants for

next event

Less obvious observations

include:

• Realizing customers of a

given age display certain

buying habits

• Realizing people in a given

zip code have certain buying

tendencies

• Realizing people of a given

age in a particular zip

code have certain buying

tendencies

“For us, gear sizes are a key

component of our customer

information,” a dealer I

recently spoke with said.

“We capture size specifi cs

for pants, shirts, jackets and

shoes. Then we identify slow

and non-moving inventory and

e-mail special opportunities

to customers whose sizes

are in stock. This appeals

to them specifi cally, and, as

opposed to sending a mass

mailing to all of our customers,

it protects us from being

seen as a spammer. It also

protects us from disappointing

customers for whom we don’t

have a particular size in stock.

A side benefi t of capturing

both gender and size allows

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY MARK RODGERS

DealershipPERFORMANCE

PEAK


the execution of this idea so

daunting and not for the weak

at heart. In an interview from

CIO Insight, Robert Sutton,

one of the authors of the book

Hard Facts, talks about why

managers don’t often look for

contrary information.

Sutton writes, “There’s

a whole term for it called

‘escalating commitment to

a failing course of action.’

If you look at the conditions

under which it happens, a

lot of times managers make

a public commitment to a

course of action and spend a

lot of resources. They mobilize

a whole base of support

around it, and their medium-

term fi nancial well-being is

dependent on it.

“At that point it’s very

hard to pull the plug and to

convince others they should do

so. The thing to do is to build

in organizational checks and

balances so you’re allowed to

question things and allowed to

fi ght such projects.”

You can probably name

several examples of an

“escalating commitment to a

failing course of action” within

your dealership. So how do

we develop our thinking and

subsequently make decisions?

Where do we come up

with notions like “racing is a

great promotional tool,” or

“commissions are the only way

to drive salespeople”?

Sometimes we get an idea

from a book or an article

that we’ve read, or we hear

someone in our dealer

association or our 20-group

suggest it. Occasionally

we take the advice of a

consultant. Sometimes we

take actions based largely

on fear (we have to discount;

if not customers won’t buy) or

from the actions of our peers

(everyone is discounting; we

should too). Still, on other

occasions we let hope rule the

day; we hire a superstar and

cross our fi ngers they will get

us out of a jam. Or we develop

an opinion based on perceived

expertise (we have a couple of

car guys in our 20-group, and

they say …).

I’m not saying these are

not great places to develop

ideas for various performance

interventions. I’m simply

proposing you don’t accept

them as gospel until you

have tested your execution or

interpretation of an idea for a

policy or program.

In next month’s column,

we’ll tackle those tests and

move one step closer to

debunking the motorcycle

business myths that are killing

dealers across the country. t

An award-winning author, top-

rated trainer and founder of

Peak Dealership Performance,

Mark Rodgers holds a master’s

degree in adult education and the

National Speakers Association

Certifi ed Speaking Professional

designation — only 500 people

in the world have this coveted

recognition. Contact Mark@

PeakDealershipPerformance.com

to improve your performance.

Mark RodgersPeak Dealership Performance® Newsletter

Sometimes funny. Sometimes irreverent.Always insightful.

Sign up today!

www.PeakDealershipPerformance.com


have been into your dealership

before are clearly the most

likely to visit you again. Studies

repeatedly show that it costs

signifi cantly more money to

get a new customer in the door

opposed to those who’ve already

shopped with you before. This

database style marketing will

get you more bang for your buck

than anything else in terms of

promoting your upcoming open

house event. Perhaps a multi-

step e-mail, direct mail, and

telemarketing campaign is all

you need to do to drive traffi c to

your store. If time or budget is a

concern, you could always drop

the direct mail and just do a two-

step drip e-mail campaign with

a follow up phone campaign.

Once you’ve determined your

external media, it’s time to look

at all of the hidden marketing

assets within your dealership

that you can leverage to make

your event a success. Internal

signage in the restrooms and at

the parts and service counters,

event fl yers stuffed in every

merchandise bag, personal

invitations from your staff to

each and every customer, an

updated website and updated

on-hold message are all

important here.

The more poles you have in

the water, the more fi sh you’re

going to catch.

So maybe you aren’t

looking to celebrate national

plumbers day this April, but

maybe a Countdown To Spring

celebration will work just fi ne?

One thing’s for sure: The selling

season is short, and in this retail

environment, it’s time to walk

fast and take big steps! t

Having owned and operated four

dealerships in the Atlanta market,

Rod Stuckey knows fi rsthand how

hard it can be to get targeted

dealer information, so he founded

Dealership University. His

monthly column gives dealers the

lessons they need to learn to be

more successful.

been working on it during the

middle of February, right?

Well, maybe — it depends

on which media methods you

choose to promote your event.

If you prescribe to relationship

style marketing rather than

transaction style marketing you

may be able to pull something

together sooner than later.

I’m personally a big believer

in open house style events,

as they are great customer

affi nity builders. Plus, when

you drive traffi c to the store to

celebrate an event, it creates

excitement and sales begin to

happen as a by product of all

of the enthusiasm in the air.

With that in mind, it’s time to

look at the calendar and see

what upcoming weekend you

can fi nd in the next two to six

weeks to throw a nice size

shin dig. Once you’ve identifi ed

something on the calendar,

you can consider how your

event theme will tie into the

big day.

Next, check your ad budget

and see what you have available

to promote your event. This will

allow you to consider which

promotional media you’ll use.

Ask yourself if you are using the

most effective media to get your

message to the direct target

audience? Just to be clear,

when I say media method, I’m

referring to the overwhelming

range of choices you have to

deliver your marketing message,

including everything from mass

media TV and radio to new age

media like web banners, e-mail

and texting.

Here’s something to consider.

If only 3% of households own a

motorcycle and you’re looking to

target that 3%, then you should

fi rst consider the media methods

that will allow you to hit that

niche directly. Obviously, if you

also prescribe to relationship

style marketing, the fi rst

place to look is your customer

database. Hopefully you have

a good one, as the people who

CELEBRATE SPRINGUse event marketing to score spring sales

What do April

Fool’s Day,

National Peanut

Butter and

Jelly Day, Good Friday, Easter,

National Reading a Roadmap

Day, World Health Day,

National Cheese Fondue Day,

Rubber Eraser Day, National

Cheese Ball Day, Earth Day

and Plumbers Day all have

in common? If you guessed

nothing, you’re almost right.

However, the one small

thing they do have in common

is being recognized by some

culture or sub-culture during

the month of April. So what

does this have to do with the

price of tea in China? We’re

talking about marketing

opportunities here.

The famous, late ad man

Robert Collier recognized value

in what he called “tapping

into the conversation already

going on in the head of your

customers.” The above list of

April events is just a sampling

of the number of events each

and every month of the year.

The Collier concept is about

substantiating your marketing

campaigns by explaining

why rather than doing it just

because. Any kind of holiday or

theme — whether related or

unrelated to our industry — is

a great excuse to reach out

to your customers. It’s also

a great way to make your ad

copy interesting and personal.

Unfortunately, too many times

dealers’ marketing message

are as plain as white toast.

On the other hand, new and

relevant information related to

the current time of year injected

with a little personality and an

attractive offer is much more

appealing to your prospects.

You’ve gotta make hay while

the sun shines, and the prime

selling season is here! What

better way to jump start your

season than by planning a solid

marketing campaign with the

right message, to the right target

audience, via the right media,

right now? However, here’s

the challenge: If you want your

campaign to launch immediately

and drive showroom traffi c this

coming Saturday, you should‘ve

y

W

w

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY ROD STUCKEY

LessonsLEARNED


Keep rocking with MPN enews.

Get in the know, and stay there with weekly updates.

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IF THEY COME, THEN YOU CAN BUILD IT

for a minute and decided that

it had to indicate that more

people were working.

“What about credit turn-

downs? Have you seen an

increase?” I asked. The

answer was yes. This seemed

to justify my suspicions. “Think

about it,” I said. “I’m not sure

how excited we can be about

the increase in commuter

lot usage. You said that the

volume was really low a

year ago. Of course, with the

Chrysler plant closing, the GM

plant laying off and the vast

decrease in home building,

that makes sense. But, that’s

an awful lot of union-wage

jobs that were lost.

“First off,” I continued,

“those people spent a lot of

time out of work. That means

that they maxed-out their credit

cards and probably barely

stayed afl oat during the time

that they were unemployed.

I’m sure a great deal of them

ruined their credit. Second,

even though they’re back to

work now, they probably had

to take much lesser-paying

to spend money on. A guy

will purchase a new car if he

needs it. He’ll purchase a new

refrigerator or washer and

dryer if the old ones die — his

wife will make sure of that. If

the water heater or furnace go

on the fritz, you can bet that

he’ll write that check. But a

new ATV? Not so much.

So, while it’s not what

anyone wants to hear, I have

to remain skeptical about the

market growth in this season.

Yes, people are fi nding new

jobs here and there, but the

federal economic recovery

programs have been a huge

failure. High-paying jobs have

been replaced by low-paying

jobs, and, for those of us in

the powersports industry,

you can expect the “have-

to-have” industries to grow

sooner than ours will.

Of course, I’d love to be

proven wrong. But for now,

you may want to wait to regrow

your business until you notice

that you can’t handle the

increased volume, no matter

how many cars are stacked up

in commuter parking. t

Columnist William Douglas

Little writes from experience,

having built a multi-line

dealership from the ground up.

His store, Unique Powersports,

has earned accolades for

excellence in retail sales,

community involvement and

customer satisfaction. Little’s

debut book, Mexican Bowl

Fishing, was released in 2008

and is available at

www.WilliamDouglasLittle.com.

jobs. So, while they again have

money coming in, they probably

don’t have anything that’s

expendable. Sorry to be a buzz-

kill. What else do you have?”

I really didn’t want to

ruin Larry’s outlook on the

future, but, as you know,

in business we have to be

realistic. We can’t hire another

salesperson or stock up on

product in anticipation of

a traffi c increase that may

never happen. Hopefully most

of us have learned recently

that it pays to be proactive in

reductions and reactionary in

growth. Unlike Kevin Costner,

we must build it after they

come, not before.

In the past several months,

we’ve looked at all kinds

of indicators in search of

potential market rebounds.

Fluctuations in classifi ed “Help

Wanted” ads, the number

of homes that have sold in

the area, credit-worthiness

percentages, local car dealer

sales volumes, new business

openings and old business

closings — you name it, we’ve

tracked it. Unfortunately,

traffi c and sales numbers

have continued to be cyclic, no

matter what else seems to be

happening around us.

As I’ve told every

salesperson I’ve ever

hired, “There is absolutely

nothing that we sell in this

dealership that someone has

to have.” Let’s face it, we’re

in the business of fun. When

someone is coming out of a

hard fi nancial time, there are

certain things that they have

‘I’ve been watching,”

said Larry Davis, the

general manager of

my dealership. “The

commuter parking lots are

full again. Last January, the

lots were a third full at most.

Now, the lots are at least

two-thirds full. I’d say that’s a

promising sign.”

Larry and I try to meet up at

least once per week. I’ve been

busy with our other companies

and, to be honest, there hasn’t

been a fl ood of overwhelming

traffi c at the dealership, so

I’m pretty comfortable with

my trusted friend running the

show in my absence right now.

However, our weekly meetings

are a great way for me to

review the numbers with him,

discuss marketing strategies,

defi ne ineffi ciencies within the

company and identify areas of

missed revenue. This particular

meeting’s focus was primarily

to identify any trends that may

point toward the future.

Larry’s idea of watching the

commuter parking lots was

a good one. I thought about it

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY ROD STUCKEY

LessonsLEARNED

jjj

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY ROD STUCKEY– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

BY WILLIAM DOUGLAS LITTLE

PracticeWHAT YOU PREACH


Spring riding season

will be in full swing this

month, and for many

powersport enthusiasts

the excitement of riding outdoors

and planning their adventures

is just one click away from

your website. Customers are

thinking about new apparel,

service, accessories, vehicles,

spring/summer events and so

much more. I’ve worked with

hundreds of dealers throughout

my years, and when spring

riding season arrives, there’s

a sense of excitement within

the dealership and within

customers that enter the store.

That excitement starts with your

website! You will see an increase

in visitors to your website in

the spring because customers

have a need or a want, and your

website should provide your

customers with information

that gets them excited to come

to your dealership for all their

powersport needs.

The job of your website is to

provide your customers with rich

content and current information,

so the call of action is the

customer wanting more. Just

sentence, I recommend “Spring

Apparel” as a link to a specifi c

catalog or section of your site

so customers can browse to

see the new product you have

at the store and online. Add

links where it’s appropriate,

and just remember never to

make your customers work to

fi nd additional information that

you’re promoting.

Proofread: Always proofread

your text for spelling and

grammatical errors. A customer

could interpret these errors as

your store’s lack of attention

to detail, and these errors are

simply unprofessional.

It can be a challenge to

add fresh content to the

site every month. However,

I recommend you get your

department managers involved.

I understand they already

have a lot on their plate, but if

they can spend fi ve minutes

every month putting together

a list of their announcements,

specials, department news,

tips and more, it can make

a huge difference. In your

monthly or weekly meetings

one of the topics should always

be the website, especially if

you’re discussing your monthly

marketing strategies. The more

people that are involved with the

site, the more you’ll get out of

the site. Everyone’s input at the

dealership helps create fresh

new content for the site! Just

remember the basics mentioned

above and keep it simple. Give

your customers what they want:

updated content about what’s

going on at your dealership.

Follow these tips and your site

will be a success. t

Peggy Olson is the president/

owner of Duo Web Solutions. She

has over eight years of experience

helping powersports and marine

dealers get more out of their

websites. Learn more about Olson

and Duo Web Solutions at

www.duowebsupport.com.

type faces are recommended

with titles or to highlight

something of importance within

your text, but that’s it. Keep it

simple. If you can easily read

the text and if your eye is drawn

to a section that’s highlighted in

a different color, that’s a great

setup. Keep it professional

looking and easy to read.

Keep focused and concise:

Always try to put the most

important information fi rst. If the

title states “What’s New at ABC

Dealership for Spring,” make

sure you start it off with one of

the main focuses to your title

to draw the customer in. Think

about the order of importance

when writing your text. Also,

remember to keep your content

concise and to the point,

especially if it’s content for the

homepage. Use keywords like

“Just In,” “What’s New” or “A

Must See” to help engage your

customers to read your text. If

there’s additional information

for a customer to read, add this

information to another page and

provide a “Read More” link.

Repeat without copying:

Repeating information in different

sections of the site is benefi cial,

however, try not to copy and paste

the exact same phrasing. Every

page should have some fresh

content, and if you do have the

same content on different pages

throughout the site, try changing

the title or intro text to vary your

content. This technique is also

good for the search engines.

Links within your content:

Linking to other sections of the

site is a great way to keep visitors

on your site browsing for more.

If you’re talking about a service,

vehicle, event or anything within

the site where you can access

additional information, create

a link within your content using

specifi c keywords. For example:

“New Spring Apparel Now

Available Online.” Within this

remember that your website acts

as a virtual customer service

and sales representative for your

dealership, and I guarantee the

majority of your customers are

coming to your website before

stepping foot in your store. I can’t

stress enough the importance

of having a website that not only

engages the customer but also

provides content of value.

Every month your site

should have a stream of new

and relevant content. Don’t

over-think this process; your

content can be simple.

Here are a few recommenda-

tions and tips to make sure your

content is web ready.

Content setup as a visual aid:

Visually you want your content

to be legible and easy to read.

The content throughout the

site should have a consistent

font size, color and style. When

highlighting text, bold the

words or use a different font

color, but don’t incorporate

the colors of the rainbow all

over your site. Another no-no

is using a large type face within

the whole paragraph. Larger

COMMUNICATION IS KEYContent is king

w

y

A

w

– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

WebSAVVY

BY PEGGY OLSON

EXPERIENCE LEGENDARY BUSHTEC PERFORMANCE

All dealers of Bushtec Performance Sport Trailers™ enjoy:

• Strong margins on the best trailer made.

• Hassle-free communications with a company that has an excellent reputation forservice and quality.

• Peace of mind knowing you are selling customers one of the safest, best-handlingtrailers on the road.

No other motorcycle trailer offers the total package of rider benefits for your customers.

• Exclusive air ride adjustable suspension means no bouncing or swaying.

• Lighter weight wheels and “run flat” motorcycle tires deliver better handling.

• Superior fit and finish insures longevity and higher resale value.

• Customer-first service backed by a 3 year warranty and a “not happy until you’re happy” Bushtec team.

• Inspired designs with customized options to create a trailer to meet most travel and cargo needs.

DEALERS WANTED

Visit www.bushtec.com or call 423-562-9900 for more details about joining the Bushtec Dealer Network.

Six great models & over65 accessories available.

“Manufacturing the best performingtrailers on the road will alwaysbe our goal. Our new model,Entourage™, demonstrates that.For 27 years, the Bushtecteam has delivered the bestproducts and service. Andin the future, I promisethat will continue.”

Andrew Preston, General Manager


Leather Road Racing SuitScorpion Sports Inc.Designed for serious street riding and days at the track, the

one-piece “Hurricane” made its debut at Dealer Expo 2010

and will be available to dealers May 1.

– – – – – – – – – – – – – – – – – – – – – – – – – – –

Sure Sellers:• Constructed of race-spec 1.2-1.4mm full grain leather

• Feature’s exclusive ExoTec CE-approved armor at the elbows, shoulders, knees and hips

• Double-leather panels at all high impact areas

– – – – – – – – – – – – – – – – – – – – – – – – – – –

Retail Price: $899.95

Adventure Rally PantKlim USA

This pant is for serious riders

and Klim guarantees it will

keep them dry. It sports a

laundry list of features, so

check Klim’s site for the

full run-down. An equally

impressive jacket is also

available.

– – – – – – – – – – – – – –

Sure Sellers:• Extreme-durability gortex

fabrics

• Articulated, leg and seat, and YKK zippers throughout

• d3o armor is lax while riding but locks together on impact for protection

• Polyester moisture-whicking liner

– – – – – – – – – – – – – –


– – – – – – – – – – – – – –

For More Info:Klim USA3753 E. County Line RoadRigby, ID 83442(208) 552-7433www.klimusa.com

Bluetooth-Ready Modular HelmetHJC HelmetsFeaturing an integrated recess for ChatterBox’s XBi2-H system,

HJC’s IS-Max BT modular helmet is just asking for some sweet,

sweet Bluetooth connectivity.

– – – – – – – – – – – – – –

Sure Sellers:• Built-in internal recesses for speakers

• DOT-approved advanced polycarbonate composite shell with adjustable polycarbonate chinbar

• Easy-to-operate, three-stage, integrated and adjustable SunShield

– – – – – – – – – – – – – –


– – – – – – – – – – – –

For More Info:HJC Helmets16918 Edwards RoadCerritos, CA 90703(888) 452-2269www.hjchelmets.com

For More Info:Scorpion Sports Inc.25921 Atlantic Ocean DriveLake Forest, CA 92630(888) 672-6774www.scorpionusa.com

EssentialsGear

Klim USATh

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Performance Sport TrailerBushtec Bushtec unveiled its 22-cubic-feet Entourage trailer — the

company’s fi rst new model in 10 years — at Dealer Expo 2010.

Also, Bushtec is endeavoring its fi rst dealer-direct business

model after 27 years of customer-direct dealings.

– – – – – – – – – – – – – –

Sure-Sellers:• Air adjustable suspension with anti-sway bar

• Fully carpeted interior and heavy duty run-fl at tires

• Limited lifetime chassis warranty

– – – – – – – – – – – – – –

Retail Price: $3,495 (standard)

– – – – – – – – – – – –

For More Info:Bushtec180 Mt. Paran Road, P.O. Box 459Jacksboro, TN 37757(423) 562-9900www.bushtec.com

Carburetor Kit for Triumph Bonneville & ThruxtonSudco InternationalSudco is keeping in mind contemporary café racer bikes with its

Keihn FCR 39mm Performance Carburetor Kit.

– – – – – – – – – – – – – –

Sure Sellers:• Fits ‘01-present Bonnevilles and Thruxtons

• A pair of Keihin FCR 39mm carburetors are racked together with the correct throttle/cable location and pre-jetted

• Includes Open Velocity Stacks for full track performance, as well as K&N Air fi lters and adapters for street use

– – – – – – – – – – – – – –

For More Info:Sudco international3014 Tanager Ave.Commerce, CA 90040 (323) 728-5407www.sudco.com

Racing Street TiresPirelliThe Diablo Rosso Corsa is the newest model in Pirelli’s Diablo family,

and Pirelli is proud to boast of its WSBK-caliber technology.

– – – – – – – – – –

Sure Sellers:• Enhanced Patch Technology optimizes contact patch area at all

lean angles on road or track

• Aggressive tread design for quick warm-ups and consistent water drainage

• Optimized for long mileage

– – – – – – – – – – – – – –

Retail Price: $205 to $326 each

– – – – – – – – – –

For More Info:Pirelli Motorcycle Tire Division

100 Pirelli DriveRome, GA 30161-7000

(706) 368-5426

EssentialsP&A

ealings.

y bar

un-fl at

Racing Street Tires


Tricked out BootsWesco aims to provide the high degree of customization bikers love. The Boss (pictured), is just one of the company’s fi ve pull-on boot styles.

Sure Sellers:

• Sweat-resistant full-leather insole• Non-corrosive, ribbed, slightly arched

steel shank• Rolled-leather top facing and full-

leather midsole

Retail Price: as shown w/ double midsole, $488

For More Info: Wesco, 52828 NW Shoe Factory Lane, PO Box 607, Scappoose, OR 97056-0607; (800) 326-2711, ext. 200www.westcoastshoe.com/wesco

Head TurnerPerformance Machine is at it

again, releasing wheels worth drooling over. New for 2010 is

the Element.

Sure Sellers:

• Five spokes with deeply engraved lines originate at the hub and reach to the rim lip

• Offered with matching discs and sprockets• Pictured Contrast Cut Platinum is black ano against stock

chrome fi nish

For More Info: Performance Machine, 6892 Marlin Circle, La Palma, CA 90623; (714) 523-3000www.performancemachine.com

Low Ridin’ LadiesIf you’re sick of hearing the “I’m too short to ride a motorcycle” excuse from ladies (or guys), fi re back with details on Legend Air Suspension’s D1 kit. It fi ts a wide range of H-D, Lehman, and Boss Hoss bikes and trikes.

Sure Sellers:

• Handlebar control gives instant ability to lower seat up to three inches, or to raise the height for highway or heavy-gear riding

• Exclusive Gates Kevlar Air Spring technology and defl ective disc damping eliminates annoying pogo effect

• Parts bolt-on in stock shock location so modifi cations are unnecessary

Retail Price: $1,600 to $1,800

For More Info: Legend Air Suspensions, 3461 Whitewood Road, Sturgis, SD 57785; (605) 720-4202 www.legendsuspensions.com

HeaPerforman

again, releasidrooling over. Ne

the Element.

Sure Sellers:

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For More Info: Wesco, 52828 NWFactory Lane, PO Box 607, Scapp97056-0607; (800) 326-2711, ext. www.westcoastshoe.com/wes

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Super SeatMustang’s Super touring seat provides both riders and passengers of ‘08-’10 FL models with “the most comfortable seat possible.”

Sure Sellers:

•Deep, 19-inch-wide seat is moved 13⁄4 inches back from stock• Seat sits lower than stock so feet can go fi rmly on ground•Two fl avors: plain or with studs

Retail Price: Driver seat & backrest, $719

For More Info: Mustang Motorcycle Products Inc., 278 Town Hill Road, Terryville, CT 06786-0029; (800) 243-1392; www.mustangdealer.com

Satin SlashersTAB Performance is one of the few companies to offer aftermarket pipes for the hulking V-Rod Muscle. Just one of its 17 styles for the V-Rod family from TAB, these pipes maintain the Muscle’s dual side exhaust look.

Sure Sellers:

• Aggressive slash and 21⁄2-inch baffl e• Factory-matched satin nickel coating• Pipes up the ante for sound, looks and power

For More Info: TAB Performance, 1232 Volunteer Parkway, Bristol, TN 37620; (888) 822-0070www.tabperformance.com

Renegade’s RacineContinuing with the aftermarket trend of releasing more affordable products, Renegade’s R2 Series carries a price tage “we can all live with.” Pictured is the Racine model.

Sure Sellers:

• Available in 16- to 26-inch diameter, and 2.15- to a massive 14-inch width

• Standard chrome fi nish• Special fi nishes available include Ebony Chrome, Black

Powder-Coat or Renegade’s new Phantom Cut

Retail Price: starting at $899

For More Info: Renegade Wheels, 2180 North Batavia, Orange, CA 92865; (714) 998-7241www.renegadewheels.com


re e

Renegade’s Racine


ph

otos

by

Dea

n K

elly

The annual V-Twin Expo in Cincinnati took place Feb. 6-8. Like last

year, we chopper and bobber faithful were plagued with snow,

but dealers showed up. They didn’t show up in numbers we were

accustomed to, but, given the weather and cutbacks at their shops

this year, attendance was good. Nevertheless, dealers came to do

business, and exhibitors enjoyed the interaction. Custom bikes again

adorned the hall, while Motion Pro and loads of other exhibitors

displayed outstanding and creative bikes; at the bottom of the page,

you’ll see Ron Finch’s “Outsider” sidecar rig, which was a big draw.

The Rebel Girls warmed visitors to their booth, while and industry

insiders like John from Vee Rubber, Jamie from Cardo and Greg from

Continental were all busy educating dealers about their new product

offerings. In fact, almost all the exhibitors I spoke with enjoyed quality

time with dealers and felt it was a productive show. If you missed it,

you may want to add it back on your calendar for 2011. There is no

substitute for one-on-one visits with manufacturers and suppliers.

—Dean Kelly

Next week at Dealer Expo, more snow…

go fi gure, it must have been following me!

Exhibitors and dealers were obviously scaling back

on expenditures, but like V-Twin Expo, dealers who

did attend were there for a reason, and it wasn’t

for the parties. Booths like K&L Supply, Helmet

House, National Powersport Auctions, Western

Powersports Inc. , Rick’s Motorsport Electrics,

Marshall’s, Tucker Rocky, Parts Unlimited, NHJ

and too many more to list here were actively

interacting with dealers (and Ben Spies showed

up at the HJC booth to sign autographs!), while

manufacturers were not only busy with the same

people but also spending quality time training

reps. My take on this is that everyone came away

with a world of product knowledge. The show may

have been smaller, but quality time spent with key

people makes a huge difference down the road to

recovery and success. Face-to-face meetings are

always more meaningful, thus the value of shows

like this. On a side note, I tried to convince the Cycle

Country snowmobile/plow rep to make a few bucks

clearing sidewalks outside, but, somehow the Idea

didn’t fl y!

—Dean Kelly



t

Find out more about advertisers in this issue

online atwww.mpnmag.com/resourcecenter

Quickly locate an advertiser in

this issue with the list below:

A&J Cycle Salvage ................................ 50

Bushtec Manufacturing & Sales Inc. .... 43

Cardo Systems Inc. ............................... 35

Chatterbox U.S.A. .................................. 18

Clarke Manufacturing Co. ..................... 50

Dealership University............................ 39

Exceed International/Hot Products ...... 50

Helmet House Inc. .............................. 6-7

J&D Walter Distributors Inc. ................ 50

K&L Supply Co. ..................................... 51

McCarthy Distributors LLC ................... 37

Mustang Motorcycle Products Inc. ....... 50

Parts Unlimited ....................................... 3

Peak Performance Group ..................... 37

Powerlet ................................................ 50

Sudco International Corp. ..................... 52

Tucker Rocky ........................................... 5

Unique Powersports ............................. 41

Western Power Sports Inc. ..................... 2

Western Power Sports Inc. ..................... 9

Western Power Sports Inc. ................... 11

Western Power Sports Inc. ................... 33

Yuasa Battery Inc. ................................. 17

Z1 Enterprises, Inc ................................ 50

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