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INSPIRING SUCCESS THROUGH MARKET INTELLIGENCE
May 25, 2015 • Volume 18, Number 7 • $3.99
February 16, 2015 • Volume 18, Number 3 • $3.99
September 17, 2015 • Volume 18, Number 11 • $3.99
THE MOST AUTHORITATIVE ANNUAL REFERENCE TOOL FOR POWERSPORTS
$79.95
PSB: FOCUS Industry Leaders
PSB: FOCUS Nifty 50 Awards
SEE PAGE 12
SEE PAGE 16
www.powersportsbusiness.com
Mohr develops
new culture
at Küryakyn
FOCUS
www.PowersportsBusiness.com
w w w . po w e rspo rt sbusine ss. c o m
HOLGER
MOHR
Team focuses on shared
vision, mission and goals
Powersports Business • September 17, 2015 • 17
This issue:
Snow
Next issue:
Metric
Motorcycles u
INNOVATION
Boisjoli plays key
engineering role with new
Pilot TS adjustable track
BY KATE SWANSON
perature was -10 degrees Celsius, and riding
conditions were icy. All day I had a hard time
controlling my snowmobile, even though
I’m an experienced rider. My snowmobile
was always darting. Needless to say, I did not
enjoy my ride.
The next morning, 3 to 4 inches of snow
had fallen during the night, and the weather
was around -2 degrees Celsius, which made
for very nice riding conditions.
Contrary to the previous
day, my snowmobile rode
magnificently. I realized
that something had to
be done to make sure
that our clients would
consistently enjoy riding our products. The
following Monday
I went to see our
Ski-Doo engineering team
to brainstorm
on how we
could resolve
the problem.
It took a few
years, but
we did
FROM WITHIN
“
PSB: FOCUS SNOW ”
2015
President,
Küryakyn
ASSISTANT EDITOR
For snowmobile terrain, Ski-Doo’s new Pilot
TS adjustable track solves headaches faster
than any medicine. With a slight turn of
the hand, the Pilot TS adjusts to more than
20 positions to fine tune handling to accommodate changing trail conditions.
The idea for the innovative ski came
from BRP’s CEO José Boisjoli, who shared
his thoughts on the engineering process and
idea behind the Pilot TS ski with Powersports
Business.
PSB: What made you first think of this
idea for an adjustable ski?
JOSÉ BOISJOLI: In the winter of 2009-
10, I was snowmobiling on a trail
between Québec City and
the Charlevoix region.
On Saturday, the tem-
Our goal is to make Ski-Doo
customers’ ride the most
enjoyable possible.
— José Boisjoli, CEO of BRP
SEE PAGE 17
read more from José on page 18.
BY LIZ KEENER
View the full list of winners - Page 16
MANAGING EDITOR
Taking a SHOT
Powersports companies seek sales from outdoors
enthusiasts at SHOT Show in Las Vegas.
SEE PAGE 8
WPS displays growth at
vendor show
New entrant
Yamaha introduces its latest side-by-side, the
708cc Wolverine R-Spec.
SEE PAGE 24
A step forward
Bates Footwear launches its first four shoes
designed for motorcyclists.
SEE PAGE 28
NEWS:
Kendon announces new ownership . . . . . . . PAGE 3
MOTORCYCLE:
KBB .com’s top-searched bikes . . . . . . . . . PAGE 30
PWC:
PWC sales increased in 2014 . . . . . . . . . . PAGE 32
SNOW:
Arctic Cat earns X Games gold . . . . . . . . . PAGE 34
New reps from Marshall,
new brands and a new format
BY DAVE McMAHON
EDITOR IN CHIEF
Sales reps for Western Power Sports and its American
V-twin sister brand HardDrive Parts spent a full week
off the dealership path in January.
There was work to be done in Boise, Idaho, home
of WPS, however, and the WPS reps logged plenty
of extended workdays during the newly formatted
National Sales Meeting.
Out was the old 2-3 day gathering that showcased
both street and off-road products. Instead, the off-road
vendors had the Century Link Arena floor on Monday
and Tuesday to start the show. While they departed
Wednesday, the on-road vendors moved in, and WPS
reps scattered throughout the city to undergo regional
sales and training meetings. Fans of blue football fields
were in for a treat when the weeklong event ended
See WPS, Page 11
Top left: Western Power Sports CEO Craig Shoemaker
shows off his new digs — with some gadgets — at the
company’s Boise, Idaho, facility. Top right: Brand manager Jeremy Weismann displays the entry products for
new WPS house brand, Highway 21. Above: The arena
floor at Century Link Arena served as the weeklong
home for WPS reps.
DOLLARS AND SENSE
What has
changed?
As I write this, it is
January of 2015. I
first landed at a desk
in a Honda motorcycle dealership in
January of 1972, and
have been in the
industry almost
every day since.
That’s 43 years in
motorcycle.
HAL ETHINGTON
So, what has
changed? Let’s take a look.
In 1972 there was no computer system
available for motorcycle. Auto had it, but it cost
$100,000 or more, and was out of reach for any
motorcycle dealership. I know. I worked for
ADP right out of college, and the thought of
marketing to motorcycle was laughable.
So, no computer system. That meant that
all accounting was done with a #3 pencil and
13-column accounting paper. Or perhaps a
legal size 4-column pad for journal entries.
Parts invoices were listed, footed and crossfooted by hand. You did it twice to prove your
balances. If you didn’t get the same total, you
started over. I had a permanent half-moon
dent in the finger where my pencil lay.
Major unit deals were hand calculated and
handwritten. Contracts were handwritten,
with payments interpolated from payment
books you carried in your hip pocket next to a
blue book. If the customer at pickup wanted to
add something to the deal, he had to pay cash,
or you gave it to him. It was just too hard to
re-do the contract.
Repair orders were handwritten. Amounts
were figured on electronic desk calculators
that were just coming into use in the early
See Ethington, Page 37
UTV takeover
Yamaha’s Wolverine R-Spec manuevers through the
trails at the Brimstone ATV park in Huntsville, Tenn.
SEE PAGE 24
Customer care
Ducati surpasses competitors to rank first in the
2015 Pied Piper PSI study.
SEE PAGE 29
Birthday bash
Wildcat H-D celebrates sixth year with one of
Kentucky’s largest fireworks displays.
SEE PAGE 38
NEWS:
Moose Racing’s apparel at EnduroCross . . . PAGE 3
FINANCE:
Polaris and Harley share Q1 results . . . . . . PAGE 10
ATV/UTV:
AMSOIL unveils new lubricants . . . . . . . . . PAGE 28
CYCLE:
Guest column by Tim Woodsome . . . . . . . PAGE 30
When discussing the success Küryakyn has had
over the past year and a half, company president
Holger Mohr has a hard time talking about
the impact he’s had on that success. Instead,
he defers to praising his team, which includes
everyone working under the roof of Küryakyn’s
Somerset, Wis., headquarters.
“People are our most important resource,”
he told Powersports Business from his office in
Somerset. “You can have any process planned, but
if you don’t have the right people to execute it, it
doesn’t get you anywhere. Having the right team
in place and now adding the right processes and
procedures, that’s where the magic comes.”
Anyone who has managed a team knows
Mohr is correct. The right people are essential
for driving change, developing new ideas and
products and delivering on the processes and
procedures passed down by management.
Mohr has put much of his efforts in 2014
and 2015 into building that ideal team and
refining the culture at Küryakyn, which are
two of the many reasons Powersports Business
chose Mohr as the 2015 Executive of the Year.
Mohr’s leadership in 2014-15 also helped
the company to launch the new Crusher and
Bahn brands, expand its branding expertise,
increase and improve product development
and prepare the company for the next 25 years,
all while producing profitable growth.
THE KÜRYAKYN TEAM
Since Mohr joined Küryakyn as president in
January 2014, new hires have been in abundance. Notable new employees include:
vice president of product development Pete
Amenda, who was most recently VP of marketing for S&S Cycle; director of international
sourcing and supply chain Kevin Miller, a former source development manager at Safco
Products; director of sales — International
Business John Kear, previously responsible for
INDUSTRY
LEADERS
PAGE 12
Best in snow
Arctiva revamps its snowmobile apparel line for the
2015-16 season.
SEE PAGE 26
New Cats
EXECUTIVE
OF THE YEAR
dealer commercial and network development
with Honda Motorcycles Europe; and events
manager MJ Berst, who has worked for Polaris
and Harley-Davidson in the past.
But those were by far not the only hires.
As part of its 25th anniversary NXT 25 initiative that started in 2014, Küryakyn filled new
positions across the company. NXT 25’s goal
is to set Küryakyn up for its next 25 years in
business. As Mohr developed his new management team, that team also began making hires
BRIAN KLOCK
TIM McKERCHER
President
Klock Werks Kustom Cycles
President
LOOK Marketing
Mattighofen, Austria-based KTM
announced record sales for the fourth
consecutive year. Unit sales of KTM
and Husqvarna were 158,760 units,
an increase of 28.2 percent from 2014.
Revenue increased to 864.6 million
Euro ($979.4 million), a 20.7 percent
increase. Also, the company now
employs 2,143, an increase of 294 from
2013 and an all-time high number of
employees.
In 2014, KTM invested 85 million
Euro ($96.2 million) in its Mattighofen
See Mohr, Page 4
Arctic Cat launches its 2016 side-by-side and
ATV lineup.
SEE PAGE 32
BY THE
NUMBERS:
Motorcycle | Scooter | Side-by-Side/UTV
ATV | Snowmobile| PWC | Dealers | Aftermarket
Service attitude
Motoprimo Motorsports in Lakeville, Minn.
increases sales with the right attitude.
SEE PAGE 36
E EVER!
FIRST TIM
E SIDE-BY-S
WORLDWID
ID E S ALES
75th STURGIS RALLY
REVS UP
attendance
Vendors say 2015
was a banner year
BY LIZ KEENER
MANAGING EDITOR
Final attendance numbers aren’t in yet, but to
say there were a lot of people and a lot of motorcycles at the 75th annual Sturgis Motorcycle
Rally would be an understatement. The South
Dakota Department of Transportation reported
510,749 vehicles entered the city of Sturgis during the official rally days of Aug. 3-9.
But those were just the official days. In
the 10 days prior to the Aug. 3 start, another
454,381 vehicles were reported entering the
small South Dakota city that’s usually home to
6,627 people, according to the sign on the edge
of town. And, of course, the DOT’s number
only includes those who made the trek into
Sturgis, though activities were also going on in
Rapid City, Deadwood and other nearby areas.
And it only includes vehicle numbers, not the
number of people on or in vehicles.
Anecdotally, many of those working at
vendor booths said the crowds were heavy,
starting the middle of week prior.
“I got here on Friday [July 31], and in talking to the mayor and some of the city officials,
FOCUS:
Dealers look forward to snow season . . . . PAGE 23
CYCLE:
POWER 50:
Electric Victory set for
2015 launch: Analyst
KTM announced worldwide record
sales for the fourth consecutive year.
See Hot News, Page 3
Victory will launch an electric motorcycle in the second half of 2015 with a
range of 70 miles city/120 miles road
range, according to a research note provided to Powersports Business by Wells
Fargo Securities analyst Tim Conder
following a Polaris meeting with analysts in Iowa in April. Pricing on the
electric Victory is TBA.
In addition, Conder reports that the
majority “of paint systems issues [have
been] addressed, with volume slowly
ramping. Indian Scout began meaning-
ing the record-attendance-setting 60th rally
in 2000, reported the Meade County TimesTribune. And some vendors were open as early
as Saturday, July 25, when Black Hills HarleyDavidson’s Rally at Exit 55 launched its prerally festivities.
Three exhibitors that were more than
excited for the big anniversary year were
OEMs Harley-Davidson, Polaris (Indian, Victory, Slingshot) and Can-Am.
HARLEY-DAVIDSON
It had been clear for more than six months that
California’s wine country
provides ideal backdrop
for work, play
Record numbers for AIMExpo . . . . . . . . . . . PAGE 3
Vice President/General Manager &
President
Marketplace Events Motorcycle Group
they said that … at least the front tail, really
there was a lot more traffic and attendees than
they’ve seen in the past,” said Mike McCann,
director of North American Events and Strategy for Harley-Davidson.
He added, “You can definitely feel the excitement, and you can notice it after having come
for a number of years that this one’s a little special, and there are more people out there.”
Knowing that the 75th would be a banner
year, the industry and others who frequent
Sturgis to sell their wares were ready. The city
issued 903 temporary vendor licenses this
year, only 40 less than were distributed dur-
See Sturgis, Page 6
Big launch for Kawasaki Mule Pro-FX
NEWS:
LARRY LITTLE &
MIKE WEBSTER
The South Dakota Department of Transportation reports that 965,130 vehicles entered the city of Sturgis from July
24-Aug. 9. This photo was taken on Monday, Aug. 3, the first official day of the rally, and the day the most vehicles
(96,409) were reported entering the city.
BY DAVE MCMAHON
EDITOR IN CHIEF
Dealer focuses on adventure bikes . . . . . . PAGE 34
Motorcycle Mall’s 40th anniversary . . . . . . PAGE 46
The Kawasaki Mule Pro-FX features a 812cc 3-cylinder engine.
Sitting inside a well-appointed hotel in Paso
Robles, Calif., the media launch of the Kawasaki Mule Pro-FX and Pro-FXT Ranch Edition
HOTNEWS
HOTNEWS
4th record sales year
in a row for KTM
as well. Miller hired a new quality manager, and
Amenda brought on an engineering lead and a
design lead, among others.
And the hiring continues. Küryakyn is
still looking to fill designer, engineer, product
manager and sales positions, and in early May,
Küryakyn announced Steve Veltri will serve as
the company’s new VP of brand management.
Küryakyn has also increased the scope of the
work completed by contract designers.
PSB
was still a day away. Yet key players in the
development of the Mule Pro-FX platform
from Kawasaki Heavy Industries in Japan had
just entered the lobby and were grinning earto-ear. The group had just returned from an
afternoon of shopping at some outdoor- and
powersports-industry retailers, and had gained
a much better understanding of the side-byside marketplace.
Minoru Kanamori is a jack-of-all-trades for
Kawasaki Motors Corp., technically the R&D
See Mule, Page 13
HOTNEWS
ful shipments in March, should catch
up by late Q315. Indian Dark Horse
selling very well. 360 global retailing
dealers by YE2015. Victory brand repositioning as ‘American Muscle’ with
690 global retailing dealers YE2015.”
Demand for Slingshot is 50 perSee Hot News, Page 3
Major retail financer exiting
powersports industry
Powersports Business has learned
that Capital One recently informed
its OEM partners that it will no longer be renewing contracts with them;
it will be reducing investments in
powersports and will eventually exit
the business.
Capital One’s lineup of OEM
partners for its factory credit card
business includes Can-Am, Indian,
Kawasaki, Polaris, Sea-Doo, SkiDoo, Star Motorcycles and Yamaha.
In fact, Kawasaki was the first power-
2016 MEDIA PLANNING GUIDE
sports OEM to offer retail financing to
its customers, beginning as a Capital
One partner in 1988. Yamaha became
a Capital One partner in 1994, Polaris
in 2005 and BRP in 2013.
Each OEM will experience a different status as a result of the announceSee Hot News, Page 3
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POWERSPORTS BUSINESS IS THE LEADING PUBLICATION
AND NEWS SOURCE IN THE INDUSTRY.
Our readers include powersports dealers, industry professionals, repair and service
shops and retail locations — virtually every powersports-related business. Top professionals gain beneficial information on trends, best practices and key business statistics
that help them develop more profitable and sustainable businesses. Our readers have
come to rely on Powersports Business as the definitive source for timely statistics,
news and information.
OUR UNIVERSE, YOUR OPPORTUNITY
Readership by Job Function
30%
29%
25%
20%
18%
15%
BY PURCHASING POWER
16%
14%
13%
10%
Franchised Dealer Product Offerings
5%
0
PWC
33%
Snowmobile
37%
Motorcycle
82%
4%
Owner, Partner, VP,
Sales
President, Director, Manager
CEO Gen. Manager,
Dist. Manager
Sales &
Marketing
Other
R&D
2%
1%
Manufacturer Service
Representative Manager
Parts,
Apparel/
Accessories
Manager
By Company Sales Volume
40%
35%
34.9%
30%
UTV
77%
3%
28.1%
25%
ATV
80%
20%
17.8%
15%
11%
10%
8.2%
5%
0
Over $20 million
$10 to $20 million
$5 to $10 million
$1 to $5 million
Up to $1 million
Source: Powersports Business Reader Survey August 2014
www.powersportsbusiness.com • 2
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October 5, 2015 • Volume 18, Number 13 • $3.99
FOCUS
Powersports Business • October 5, 2015 • 19
PSB
This issue:
Metric bikes
Next issue:
Helmet &
Apparel u
METRIC
SPORT
BIKES:
[
First-of-its-kind 5-speed
manual starts at $19,799
[
SEE PAGE 19
SALES GROWTH
FROM Q2 2011
TO Q2 2015
GROWS BY
8 PERCENT
Work and play
Yamaha develops 2016 models: The Grizzly for play
and the Kodiak for work.
SEE PAGE 34
THE MOST AUTHORITATIVE ANNUAL
REFERENCE TOOL FOR POWERSPORTS
Yamaha, the YXZ1000R. That would come the
following day in Long Beach, Calif. But he had
a hunch about what was coming, and he — like
all of the other dealers who were invited to the
exclusive event (store owners only, thanks) —
can’t wait to get his first product shipment
Yamaha Motors Corp., USA, officials outdid
themselves with the global launch production,
placing bleachers, a stadium-style video board
and a dirt demo track — complete with about
300 feet of whoops that were the talk of the
ride — on a swath of an undeveloped pier at
the Port of Long Beach. “Transportation” to the
event included a double-decker bus or trolley
to a marina. Upon boarding a Harbor Breeze
BY DAVE MCMAHON
EDITOR IN CHIEF
The all-new 2016 Yamaha YXZ1000R left dealers smiling at the
global launch in Long Beach.
Mike Goff, co-owner of Snake River Yamaha, a
single-line dealer in Meridian, Idaho, didn’t need
to think twice when asked when he last anticipated a product launch with such excitement.
“It’s the most buzz I’ve seen in 19 years in
the business,” Goff said.
Goff had not yet witnessed the memorable
launch of the all-new sport side-by-side from
LIFT YOUR DEALERSHIP
TO NEW HEIGHTS WITH
$79.95
Yamaha YXZ1000R: ‘Most buzz I’ve seen in 19 years’
Trending upward
PSB: FOCUS Metric bikes
INSPIRING SUCCESS THROUGH MARKET
F&I AND
INTELLIGENCE
SALES TRAINING
2015
See Yamaha, Page 38
Unlimited
opportunities
ONLINE
The latest news first makes
our website the #1 choice
for powersports news and
information online.
NVP in Madison might
have been the best one yet
Go off-road
After its Polaris acquistion, Hammerhead Off-Road
sees 20 percent growth in 2015.
SEE PAGE 42
Light it up
Brite-Lites shows off its new products at Parts
Unlimited/Drag Specialties’ NVP.
SEE PAGE 57
FINANCE:
Jury returns Sea-Doo verdict. . . . . . . . . . . PAGE 16
NEWS:
Power 50 dealers honored at AIMExpo . . . . PAGE 3
FOCUS:
Exculsive metric motorcycle study . . . . . . PAGE 20
POWER 50:
Adam Smith buys two more stores . . . . . . PAGE 61
BY KATE SWANSON
ASSISTANT EDITOR
Another month, another industry first. In August,
I had the opportunity to cross another “must”
off my list, the Parts Unlimited/Drag Specialties
National Vendor Presentation. With the same
nerves as a new student on the second day of
school, I made my way to the Monona Terrace
Event Center in Madison, Wis., anticipating my
first interviews at the show and preparing for
the rumored massive turnout of dealers. What I
found was a venue brimming with powersports
enthusiasm and an educational experience for all
who attended.
I arrived in time to join the dealer preview on
Saturday, registering on the top floor and taking
several escalators down to the exhibition hall, a
change new to this year’s show.
“We had a really good turnout, I think, with
more vendors than ever,” said Jim Matchette,
Drag Specialties’ national sales manager. “We
expanded the front entryway where you came
down the escalators and moved registration
upstairs to add extra booths — that was a real
success. For us, it couldn’t have gone any better.”
My first booth stop of the day was to see Jay
Savignac and his crew at Arctiva, the Parts Unlimited snowmobile apparel line. After a photo op
of the Arctiva gear, Savignac walked me through
some new products, including Z1R Helmets,
which complement Arctiva’s apparel options.
Next I ran into Sukoshi Fahey, senior
account manager for Avon Tyres, who has a
BY THE
NUMBERS:
Above: (From left) Steve Weir, Jimmy Rauser, Brandon
Mueller and Jay Savignac posed for photo op in new
Arctiva gear. Right: ICON had a presence both inside and
outside the show, with an indoor display within the expo
hall and an ICON Limiter Live show outside.
long history with the NVP and commented on
this year’s expansion: “This year they’ve added
more vendors, more enthusiasm with the ICON
show and display bikes. They’re trying to add
more value to the dealers coming and keeping
that excitement going.”
It’s clear that Parts Unlimited definitely succeeded in drawing more dealers this year. Dealer
attendance was up this year over last, and with
more than 175 reps and 200-plus vendors, NVP
was the perfect recipe for a good time. Walking
TV
Motorcycle | Scooter | Side-by-Side/U
ATV | Snowmobile| PWC | Dealers |
IME EVER!
FIRST TID
E SIDE-BY-SID
WORLDW
Aftermarket
E S ALES
through the carefully planned aisles, I saw many
people catching up like old friends and displaying
genuine interest in what each vendor had to offer.
“We try to mix up the rows with V-twin
and metric products to keep the dealers active
and keep the vendors engaged. It really keeps
Brought to you by
See NVP, Page 4
HOTNEWS
Manheim to sponsor
networking event at
AIMExpo in Orlando
After last year’s inaugural Powersports Business Institute @ AIMExpo
Kickoff Networking Reception was
met with great attendance and positive
feedback, PSB is bringing the event
back for 2015.
Join PSB and host Manheim Specialty Auctions from 5-6:30 p.m. on
Wednesday, Oct. 14 on the pool balcony overlooking the pool at the Rosen
Centre Hotel adjacent to the Orange
County Convention Center.
The Kickoff Reception will include
beer, wine and appetizers, thanks to
Manheim Specialty Auctions. Bring
your AIMExpo badge to the door, and
you’ll be able to join dealers, PSBI@
AIMExpo speakers, exhibitors and
others from the industry during this
08715S-PSB-RPM Case
Study C.indd 1
8/25/15 4:50 PM
Powersports Business magazine
Published 14 times a year,
Powersports Business is packed
with valuable trend information,
statistics and news.
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leaders and proactive powesports dealers
by sponsoring the industry’s leading
dealer educational event held at AIMExpo in
Orlando each fall.
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phone, offer unique ways to interact
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50 is an awards program recognizing the top 50 powersports dealers on multitude of business criteria.
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August 17, 2015 • Volume
September 17, 2015 • Volume 18,
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INSPIRING SUCCESS THROUGH
MARKET INTELLIGENCE
INTELLIGENCE
INSPIRING SUCCESS THROUGH MARKET
Powersports Business • September
FOCUS
POWERSPORTS BUSINESS/RBC
PSB
th
This issue:
Snow
Next issue:
Metric
Motorcycles u
INNOVATION
FROM WITHIN
riding
perature was -10 degrees Celsius, and
time
conditions were icy. All day I had a hard
controlling my snowmobile, even though
I’m an experienced rider. My snowmobile
did not
was always darting. Needless to say, I
enjoy my ride.
The next morning, 3 to 4 inches of snow
had fallen during the night, and the weather
made
ASSISTANT EDITOR
was around -2 degrees Celsius, which
Pilot for very nice riding conditions.
For snowmobile terrain, Ski-Doo’s new
faster Contrary to the previous
TS adjustable track solves headaches
of day, my snowmobile rode
than any medicine. With a slight turn
than magnificently. I realized
the hand, the Pilot TS adjusts to more
that something had to
20 positions to fine tune handling to accombe done to make sure
modate changing trail conditions.
that our clients would
The idea for the innovative ski came
shared consistently enjoy ridfrom BRP’s CEO José Boisjoli, who
and ing our products. The
his thoughts on the engineering process
following Monday
idea behind the Pilot TS ski with Powersports
I went to see our
Business.
Ski-Doo engithis neering team
PSB: What made you first think of
to brainstorm
idea for an adjustable ski?
on how we
could resolve
JOSÉ BOISJOLI: In the winter of 2009- the problem.
10, I was snowmobiling on a trail
a few
between Québec City and It took
the Charlevoix region. years, but
On Saturday, the tem- we did
Boisjoli plays key
engineering role with new
Pilot TS adjustable track
“
PSB: FOCUS SNOW ”
Our goal is to make Ski-Doo
customers’ ride the most
enjoyable possible.
— José Boisjoli, CEO of BRP
SEE PAGE 17
Arctiva revamps its snowmobile
2015-16 season.
SEE PAGE 26
Arctic Cat launches its 2016
ATV lineup.
SEE PAGE 32
Service attitude
Minn.
Motoprimo Motorsports in Lakeville,
increases sales with the right attitude.
SEE PAGE 36
NEWS:
Record numbers for AIMExpo . . . . . . . . . . .
Dealers look forward to snow season . . . .
Dealer focuses on adventure bikes . . . . . .
Motorcycle Mall’s 40th anniversary . . . . . .
Big launch for Kawasaki Mule Pro-FX
in the
was still a day away. Yet key players
platform
development of the Mule Pro-FX
had
from Kawasaki Heavy Industries in Japan
earjust entered the lobby and were grinning
from an
to-ear. The group had just returned
and
afternoon of shopping at some outdoorgained
powersports-industry retailers, and had
side-bya much better understanding of the
EDITOR IN CHIEF
side marketplace.
for
Minoru Kanamori is a jack-of-all-trades
in Paso
the R&D
Sitting inside a well-appointed hotel
Kawa- Kawasaki Motors Corp., technically
Robles, Calif., the media launch of the
See Mule, Page 13
Edition
saki Mule Pro-FX and Pro-FXT Ranch
California’s wine country
provides ideal backdrop
for work, play
PAGE 3
BY DAVE MCMAHON
PAGE 34
PAGE 46
Above plan
22%
plan
42%
On plan
36%
Source: Powersports
Business/
RBC Capital Markets Dealer
Survey
but to
Final attendance numbers aren’t in yet,
of motorsay there were a lot of people and a lot
cycles at the 75th annual Sturgis Motorcycle
South
Rally would be an understatement. The
entered the city of Sturgis from July
reported The South Dakota Department of Transportation reports that 965,130 vehicles
vehicles
Dakota Department of Transportation
day of the rally, and the day the most
dur- 24-Aug. 9. This photo was taken on Monday, Aug. 3, the first official
510,749 vehicles entered the city of Sturgis
the city.
(96,409) were reported entering
ing the official rally days of Aug. 3-9.
In
But those were just the official days.
60th rally
another
tail, really ing the record-attendance-setting
the 10 days prior to the Aug. 3 start,
the they said that … at least the front
the Meade County Times454,381 vehicles were reported entering
attendees than in 2000, reported
to there was a lot more traffic and
home
usually
some vendors were open as early
that’s
city
small South Dakota
said Mike McCann, Tribune. And
the edge they’ve seen in the past,”
25, when Black Hills Harley6,627 people, according to the sign on
Events and Strat- as Saturday, July
its prenumber director of North American
Davidson’s Rally at Exit 55 launched
of town. And, of course, the DOT’s
trek into egy for Harley-Davidson.
festivities.
rally
excitethe
only includes those who made the
feel
than
He added, “You can definitely
on in
Three exhibitors that were more
Sturgis, though activities were also going
after having come
areas. ment, and you can notice it
anniversary year were
Rapid City, Deadwood and other nearby
one’s a little spe- excited for the big
Vicnot the for a number of years that this
OEMs Harley-Davidson, Polaris (Indian,
And it only includes vehicle numbers,
are more people out there.”
there
and
cial,
tory, Slingshot) and Can-Am.
number of people on or in vehicles.
Knowing that the 75th would be a banner
at
Anecdotally, many of those working
who frequent
heavy, year, the industry and others
The city HARLEY-DAVIDSON
vendor booths said the crowds were
Sturgis to sell their wares were ready.
more than six months that
starting the middle of week prior.
licenses this It had been clear for
See Sturgis, Page 6
talk- issued 903 temporary vendor
“I got here on Friday [July 31], and in
distributed durofficials, year, only 40 less than were
ing to the mayor and some of the city
PAGE 23
CYCLE:
POWER 50:
Visiting Alaska?
The Motorcycle Shop has all
riders need to fly in and
ride a bike home, unforgettable
memories included.
SEE PAGE 19
Vendors say 2015
was a banner year
BY LIZ KEENER
The Kawasaki Mule Pro-FX features
a 812cc 3-cylinder engine.
Major retail financer exiting
powersports industry
Powersports Business has learned
that Capital One recently informed
its OEM partners that it will no longer be renewing contracts with them;
it will be reducing investments in
HOTNEWS
powersports and will eventually exit
the business.
Capital One’s lineup of OEM
partners for its factory credit card
business includes Can-Am, Indian,
Kawasaki, Polaris, Sea-Doo, SkiDoo, Star Motorcycles and Yamaha.
In fact, Kawasaki was the first power-
Ural invited
Two dealerships co-host the
3rd annual Midwest
Ural Gathering.
SEE PAGE 36
Style for miles
Divas SnowGear, a women-only
snowmobile
apparel line, adds four new pro
riders.
SEE PAGE 42
NEWS:
EBR goes to auction, Hero buys .
. . . . . . . . PAGE 6
FOCUS:
Giant Loop parnters with Rally Raid
. . . . . PAGE 20
PWC:
Warner sets record for Kawasaki
. . . . . . . PAGE 40
POWER 50:
Motos Illimitées opens new dealership
. . . PAGE 46
Bad Boy, E-Z-GO
parent: Not just a
golf car company
p1x11-PSB10-News.indd
Q3 outlook
See Survey, Page 10
Textron Specialized Vehicles
brings two brands to the
powersports market
Ever since Textron
acquired E-Z-GO in 1960,
the company has been
known for its golf car
expertise. But E-Z-GO
is
just one of Textron’s dozBY LIZ KEENER
ens of brands, and one
MANAGING EDITOR
of
five that fall under the Textron Specialized Vehicles
With its headquarters based
in Augusta, Ga., just division.
miles from Augusta National
The Bad Boy side-by-side
Golf Club, home of CushmanTSV also includes
line
the annual Masters golf tournament,
commercial and
newest, as Bad Boy productionat TSV’s Augusta, Ga., headquarters is one
of the
E-Z-GO has utility vehicles,
moved from Natchez,
tron acquired Bad Boy
Miss., to Augusta after
been producing golf cars
TUG and
in 2010. TSV headquarters
Texfor 55 years and is one
totaling 775,000 square
consists of six main buildings
Douglas aviation ground
of the market leaders in
feet.
that industry. But E-Zsupport equipment and
GO’s parent Textron Specialized
Vehicles (TSV), Bad Boy,
a division of Textron Inc.,
a side-by-side company
wants
that was TWO BRANDS
more than a golf car company. to be known as acquired in 2010.
FOR POWERSPORTS
Instead, it wants to
Textron acquired Bad Boy
Though E-Z-GO golf cars
reach a broader audience,
in October 2010, givare
including powersports
known products, the division TSV’s most well- ing the company its first brand
dealers and their customers.
that already had
in
begun putting more resources recent years has a footprint in the powersports
“We want to be a more
industry. But as
into and emphasis the
broadly recognized, on
company has begun learning
its Bad Boy side-by-sides
more legitimate player in
more about the
the powersports indusand its E-Z-GO industry,
personal transportation vehicles
try,” explained John Collins,
its distribution models and
(PTVs), and the ers, TSV
its customvice president, Con- company
has found that it can bring
sumer for TSV.
is looking to distribute
not only
both through Boy but
powersports dealers.
also E-Z-GO into the powersports Bad
market
AIMExpo announced that
S&S
will become the newest exhibitorCycle
for
the 2015 show. The addition
of S&S
Cycle further expands the
growing
contingent of V-twin exhibitors
in the
Q2 2015 DEALER SURVEY
more than 47 brands of
motorcycles, ATVs,
side-by-sides, snowmobiles
and
of 128 of the 141 respondents PWC. A total
After seeing business progress
(91 percent) are
in
remained cautious but positive the Q2, dealers single-store owners.
heading into the
next quarter. Varying customer
traffic, weather DOOR
and buying interest were
SWINGS
among the reasons The
majority of customer traffic
they’re feeling this way, based
responses in Q2
on
2015 Powersports Business/RBC results of the Q2 were “about the same” or “somewhat
Capital Markets comparison
better” in
Dealer Survey. A total of
to the same period
141 dealers from 40
all segments. Among motorcycle last year across
states and two Canadian
provinces completed
dealers, 31 percent of dealers thought that
the survey.
customer traffic was
“somewhat better.”
The states not represented
are
Louisiana,
Mark Moses, owner and
North Dakota, Oklahoma,
general manager of
Oregon, Rhode Indian
Island, South Carolina,
Motorcycle Charlotte in
N.C., says as far
Vermont, Virginia, as
customer traffic is concerned,
West Virginia and Wyoming.
his
Dealers
from
saw
somewhat better door swings dealership
those states who are interested
and was on
in the second quarter survey in participating plan for Q2.
should send an
From the responses of
email to PSB Editor in Chief
dealers in
Dave McMahon at vey,
the majority reported inventory the surdmcmahon@powersportsbusiness.com
as “about
and right” across all
request to be added to the
segments, with heavyweight
list.
motorcycles and sport bikes
Overall, the responding
teetering on “too
dealerships sell
S&S Cycle to sponsor
AIMExpo V-twin event
to
sports OEM to offer retail financing
its customers, beginning as a Capital
One partner in 1988. Yamaha became
a Capital One partner in 1994, Polaris
in 2005 and BRP in 2013.
Each OEM will experience a different status as a result of the announce-
CAPITAL MARKETS
A cautious but positive
BY KATE SWANSON
ASSISTANT EDITOR
Ç
MANAGING EDITOR
New Cats side-by-side and
PERFORMANCE
RELATIVE TO PLAN?
SEE PAGE 16
È
Below
attendance
18.
Best in snow
apparel line for the
FOCUS:
PSB: FOCUS Adventure Bikes
REVS UP
BY KATE SWANSON
read more from José on page
HOW WOULD YOU CHARACTERIZE
YOUR CALENDAR Q2
(APRIL-JUNE)
BUSINESS
75 STURGIS RALLY
17, 2015 • 17
HOTNEWS
show’s third year.
Established in 1958, the Viola,
Wis.-based S&S Cycle has
grown to
become arguably the most
recognizable
name in V-twin aftermarket
performance. The “Go-Fast” mantra
that was
founded chasing speed on
the Bonneville Salt Flats now defines
the brand
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DID YOU KNOW THAT POWERSPORTS BUSINESS READERS ...
76%
Read 4 out of 4 issues
82%
Agree that Powersports Business is the best magazine for thorough
powersports industry coverage
79%
Agree that Powersports Business is the industry leader for providing
in-depth market analysis and reports
79%
Agree that Powersports Business helps them think
strategically about their organization’s future
See Bad Boy, Page 8
and its products, which are
aimed at
maximizing the performance
of V-twin
motorcycles.
S&S Cycle’s participation
at AIMExpo will be highlighted
by its sponsorship of the Freestyle class
at the
new AIMExpo Championship
of the
See Hot News, Page
3
1
8/5/15 8:49 AM
Powersports Business magazine is published 14 times a year,
offering marketers ample opportunities to reach and influence your
audience. Each issue of Powersports Business is packed with
valuable trend information, statistics and news that powersports
dealers and industry professionals need including:
Company news and information
Performance reporting on dealers by region. Dealers can
review how they are doing vs. their region/competitors, and
manufacturers can use this information to access a region.
85%
OUR READERS ARE ENGAGED IN THE BUSINESS OF IMPROVING THEIR BUSINESSES.
POWERSPORTS BUSINESS READERS ARE ACTIVE …
82%
Aftermarket trends are important to stay on top of. Powersports professionals can get the latest trends information as
reported by several industry sources that provide data to PSB.
Substantive, strategic solutions from industry leaders help
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Unit sales, pre-owned unit values, inventory levels, same
store sales, accessories data and regulation statistics are just
some of the data points that we report on each issue of
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Make sure your message reaches the
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#2
#3
#4
#5
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#7
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#11
#12
#13
#14
#15
Jan. 25, 2016
Feb. 15, 2016
Mar. 14, 2016
Apr. 4, 2016
May 2, 2016
May 23, 2016
Annual MDB
June 13, 2016
July 11,2016
Aug. 15, 2016
Sep. 6, 2016
Oct. 3, 2016
Nov. 7, 2016
Nov. 28, 2016
#1
Dec. 26, 2016
11/30/16
12/30/16
1/20/16
2/17/16
3/9/16
4/6/16
4/27/16
5/5/16
5/18/16
6/15/16
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10/12/16
11/2/16
MATERIALS DUE
1/4/16
1/25/16
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MAIL DATE
1/15/16
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8/26/16
9/23/16
10/28/16
11/18/16
12/16/16
2016 EDITORIAL CALENDAR
ISSUE
FOCUS
5, 2015 • 19
PSB
This issue:
Metric bikes
Next issue:
Helmet &
Apparel u
METRIC
SPORT
BIKES:
FOCUS SECTION
#2 / JANUARY 25: SERVICE DEPARTMENT - A look at top dealership service deptartment growth strategies, effective promotions and revenue drivers.
#3 / FEBRUARY 15: NIFTY 50 AWARDS - Our 17th annual roundup of the top products, accessories and services released in 2016 as selected by the PSB editorial staff. We’ll let dealers know why they need to consider the products as potential additions to their dealerships’ offerings.
#4 / MARCH 14: UTV - UTLITY - Discover winning P&A promotions, find out how to target the unique UTV-work buyer and view the latest utility UTV trends.
#5 / APRIL 4: V-TWIN MOTORCYCLES - Learn which accessories are hot for V-twin bikes, the segment’s growth area, exclusive parts data and growing companies.
#6 / MAY 2: ATV - Top ways to target the hunting and outdoors buyer, top-moving P&A and effective sales events.
#7 / MAY 23: EXECUTIVE OF THE YEAR, INDUSTRY LEADERS - Our annual selection of the powersport industry’s top movers and shakers features five can’t-miss reads, including an extensive interview with the Executive of the
Year and Q&As with the Industry Leaders.
#8 / MARKET DATA BOOK: Powersports Business • October
Trending upward
[
[
AD CLOSE
SALES GROWTH
FROM Q2 2011
TO Q2 2015
GROWS BY
8 PERCENT
THE MOST AUTHORITATIVE
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$79.95
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s.com
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2015
MARKET INTELLIGENCE
ANNUAL MARKET DATA BOOK - Compiles critical powersports information from the most respected data sources in the industry. The Powersports Business Annual Market Data Book is the definitive planning guide for industry pros who are developing their business plans for the next year.
BY THE
NUMBERS:
#9 / JUNE 13: TIRE & WHEEL - We’ll provide the latest in technology and innovations by manufacturers, dealer promotional success, as well as exclusive data.
#10 / JULY 11: UTV - SPORT - This fast-growing segment gets an overview, from OEM product to P&A growth to its next growth area, along with exclusive data.
#11 / AUGUST 15: ADVENTURE/TOURING MOTORCYCLES - The adventure/touring segment of the industry has maintained its hot streak over the past year, and we’ll take a look at how the top dealers capitalize on the segment. Motorcycle | Scooter | Side-by-Sid
e/UTV
ATV | Snowmobile| PWC
| Dealers | Aftermarket
FIRST TIME EVER!
WORLDWIDE SIDE-BY-SID
E S ALES
What aftermarket parts and accessories help them grow their profits? How do they make their mark as the go-to store in their market for the adventure/touring rider? We’ll also showcase some successful dealership events for the market.
#12 / SEPTEMBER 6: SNOW - We’ll reveal some of the top selling trends heading into the winter season, including showroom tips, fast-moving PG&A and demo events.
#13 / OCTOBER 3: UTV ACCESSORIES - The hottest growing segment in the marketplace will take the spotlight, with a look at aftermarket products that dealers can turn to when selling UTV accessories. We’ll share stories of dealers who capitalize on
accessory sales, offering tips and best practices for up-selling accessories. * BONUS DISTRIBUTION at AIMExpo Show and PSBI.
#14 / NOVEMBER 7: PARTS, GARMENTS & ACCESSORIES - How do the top performing dealers generate revenue from PG&A? We’ll take a look at some of the top-moving segments and products, along with data trends that will help dealers become better-
equipped to serve their PG&A customers.
#15 / NOVEMBER 28: MADE IN THE U.S.A. - An inside look at the some of America’s top powersports companies that stamp their products with a “Made in the USA” seal of approval.
#1 / DECEMBER 26:
AUCTION/PRE-OWNED - The state of the auction industry will be presented with industry executives. If you’re not yet in the pre-owned business, we’ll examine the reasons why you should be. Plus, how dealers benefit from consigning inventory.
IN EVERY ISSUE
þ COVER FEATURE
We launch each edition with the most current
industry topics on the cover.
þ HOT NEWS
Want to know which executives and
companies are making news? Hot News
provides it all.
þ FINANCIAL ROUND-UP
From the stock market highs and lows to industry retail trends for units, parts and service, we
provide you the information you need to know.
þ FROM THE EDITOR
Editor-in-chief Dave McMahon shares his
thoughts on industry trends and topics of
the moment.
þ MOTORCYCLE
From American to Japanese to European, we
cover the entire segment with a variety of data
points and analysis.
þ PWC
The PWC market is back to trending upward,
and we share the stories behind the positive
sales trends in the industry.
þ AFTERMARKET
An inside look at the businesses and
products that can add to your dealership’s
product offerings.
þ F&I SOLUTIONS
Columnist Steve Dodds has spent decades as
an F&I trainer at the dealership level, and shares
his ground-floor insights in each edition.
þ ATV/UTV
Traditional ATVs and side-by-sides get top billing
in this section each month, with a look at new
OEM units and aftermarket parts to consider.
þ SNOWMOBILE
From the latest new sleds to the important
aftermarket products, snowmobiles get the
spotlight in every edition, all year.
þ SOLUTIONS
Industry experts tackle the most current
dealership topics of the day.
þ HOT PRODUCTS
Our showcase of the most recent product
releases provides a look at their features,
benefits and pricing.
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The Annual Market Data Book includes:
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BY THE Motorcycle | Scooter | Side-by-Side/UTV
ATV | Snowmobile| PWC | Dealers | Aftermarket
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5
6
7
NUMBER OF LOCATIONS
8
9
2013
2012
2011
10
11
12
Grand Total
Seasonal ASP
Sport
One-location dealers represented most of those surveyed.
130%
120%
120%
6 or more locations
2%
110%
110%
100%
90%
100%
80%
90%
70%
80%
60%
50%
70%
70%
60%
50%
50%
39%
2
2010
36%
30%
1
1 location
81%
2
3
2010
4
5
6
7
8
9
2013
2012
2011
10
11
12
Grand Total
20%
10%
0%
8
Side-by-sides
Traditional
ATVs
Snowmobiles
MARKET DATA BOOK 2015
Motorcycles
Marine
(PWC, etc.)
Source: Powersports Business
Seasonal ASP
MX
| POWERSPORTS BUSINESS |
18
130%
9/10/15 2:02 PM
12
Seasonal ASP
by Side
-Side
MARKET DATA BOOKATV
2015
Motorcycle
INTERNATIONAL
Dual Purpose
300,000
250,000
40,984
1,600,000
350,000
45,000
1,200,000
30,000
200,000
25,000
20,000
150,000
100,000
50,000
March
June
15,000
10,000
5,000
1,000,000
800,000
2009
2010
2011
First Half
2012
2013
2014
March
2015
Scooter
ATVs
600,000
0
0
Total ORVs
1,400,000
40,000
35,000
15,098
14,045
15,876
17,266
16,517
20,003
11
Grand Total
2009
June
2010
2011
First Half
2012
2013
2014
2015
400,000
200,000
ATV
SXS
25,000
300,000
20,000
15,000
250,000
200,000
150,000
10,000
5,000
100,000
50,000
0
244,366
10
166,424
125,414
103,730
109,567
106,686
109,155
9
3,178
3,005
2,780
2,816
2,922
3,585
4,201
8
2013
3,129
3,134
4,150
4,324
3,463
3,668
3,702
7
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015E 2016E
Source: PII company reports and Wells Fargo Securities, LLC estimates
Note: 2015E/2016E are Wells Fargo Securities, LLC estimates
Note: 2000-2014 are Polaris estimates of the respective markets as published in the company’s 10-Ks.
Comments and Yr/Yr change may be inconsistent due to changes in classification.
WORLDWIDE SIDE-BY-SIDE MARKET SHARE
36,913
27,847
20,209
17,669
17,760
18,720
19,568
6
2012
297,491
254,382
258,762
266,061
255,817
263,833
277,336
5
UNIT SALES
Side-by-side market share leader Polaris gained share again in 2014 and is projected to continue to do so through 2016.
0
0
March
2009
June
2010
2011
2012
March
First Half
2013
2014
2009
2015
Off-Highway
June
2010
2011
First Half
2012
2013
2014
100%
2015
60,000
50,000
40,000
2%
16%
90%
80%
On-Highway
12%
70%
250,000
200,000
13%
4%
12%
9%
6%
8%
8%
9%
10%
6%
4%
4%
4%
4%
11%
12%
12%
14%
14%
14%
14%
12%
11%
10%
11%
10%
9%
8%
40%
42%
43%
44%
45%
46%
14%
13%
10%
9%
5%
4%
3%
7%
3%
6%
3%
6%
7%
8%
9%
9%
2012
2013
2014
Can-Am
Yamaha
60%
J.Deere
150,000
40%
100,000
30%
Kubota
!
50%
30%
36%
17%
16%
Polaris
Kawasaki
30,000
20,000
10,000
50,000
Arctic Cat
10%
March
2009
June
2010
2011
2012
March
First Half
2013
2014
2015
2009
June
2010
2011
2012
0%
First Half
2013
2014
2015
Source: Motorcycle Industry Council
1%
9%
2%
6%
4%
2009
2010
2011
11%
0
0
46
Honda
20%
Note: 2014 global SxS retail sales ~413,000 vs. ~385,000 units in 2013
56
2015E
2016E
Source: PII, ACAT and DOO company reports, Wells Fargo Securities, LLC estimates
120%
120%
p8x17-PSB15MDB-Dealers.indd 8
4
2011
212,129
181,542
187,565
193,287
183,332
186,394
199,873
1
60%
40%
60%
50%
3
49,512
30,901
28,601
23,044
24,489
21,436
21,039
80%
70%
50%
2-3 locations
13%
79%
90%
80%
60%
15-20%
27%
4-5 locations
4%
86%
80%
90%
70%
Dealers surveyed carry a variety of powersports vehicles.
90%
100%
2
2010
43,166
36,325
38,865
37,368
38,076
37,520
42,318
10-15%
33%
20-25%
26%
See Dealers on Page 10
PRODUCT SEGMENTS OFFERED
110%
100%
2014 RESULTS
Revenue grew for 64 percent of dealers in 2014 when compared to 2013, with nearly one-quarter of dealers saying
revenue was up 10 percent or more. Another 18 percent
of dealers saw no revenue change from 2013 to ’14, and
18 percent reported a revenue decrease.
Sales of new units were up for 61 percent of dealers
polled, with 27 percent reporting growth of 10 percent or
more. New unit sales were unchanged for 13 percent of
130%
120%
110%
1
price) for side-by-side
WHOLESALE POWERSPORTS SEASONAL VOLUME
units remained stable,
suggesting the drop in
14%
Seasonal ASP
AWP was mostly due
12%
ATV -Sport/Utility
to a lower price-point
120%
mix versus softening
10%
110%
market demand. In
8%
100%
general, the mix of
product sold overall90%
6%
remains older than80%
4%
months past with70%
some slight improve2%
60%
ment in average vehi50%
0%
cle condition.
1
2
3
4
5
6
7
8
9 10 11 12
When compared
Grand Total
2013
2010
2012
2011
to NADA Clean
Wholesale values,
2011
2012
2013
2014
2015
5 Yr Avg
wholesale pricing
Source:
trends are more conSeasonal ASP
ATV -Side by Side
sistent, thanks in part
to book values more
closely resembling fell, while off-road volumes rose in com120%
auction results as well
as the fact that price parison. Wholesale volumes sold were
110%
to book values are less
sensitive to product roughly flat with the prior month and
100%
mix. Unlike most other
categories, metric were roughly the same as July last year. In
90%
2010
cruisers are averaging a lower price to contrast to the spring season, dealers are
80%
2011
book ratio than prior
years, as are MX now willing to unload inventory they had
70%
bikes. This is likely a2012
function of the older previously held.
60%
mix of metric cruisers
being in lower conBidder participation was solid in July,
2013
50%
dition than clean book
suggests, and book both live and online. The ratio purchased
1
2
3
4
5
6
7
8
10 11 12
values of MX bikes Grand
risingTotal
slightly
faster
online
via9 Simulcast
and eSale platforms
Grand Total
2013
2010
2012
2011
than market values.
remained
steady
over the prior year. There
mix of volume among product appears to be fewer lookers and more
10 The
11 12
categories shifted in July. The percentage active bidders than last year. Vehicle model
Grand Total
of domestic cruisers sold (which remains age remained steady in May at an average
the most common product category) of more than six years old. The average
condition of units sold improved slightly
Seasonal ASP
from prior months and last year.
VEHICLE VIEWS (ESALE,
LIVE
PREVIEW, ETC) BY CATEGORY
PWC
Seasonal ASP
Inventory views in July remained
ATV -Sport/Utility
80,000
roughly the same as the prior month, suggesting a leveling of demand compared to
120%
70,000
recent months.
110%
60,000
MSRP of units varied in July, remain100%
ing flat for domestic cruisers, declining
50,000
for metric cruisers and increasing slightly
90%
for off-road products. Slight rises in MSRP
40,000
80%
are normal over time as original vehicle
30,000
prices
increase over time. The decline in
70%
1
2
3
4
5
6
7
8
9 10 11 12
metric cruiser MSRP is consistent with
20,000
60%
Grand Total
2013
2010
2012
2011
the average age of units sold growing from
50%
10,000
roughly seven years last year to more than
1
2
3
4
5
6
7
8
9 10
11 12
Domestic
Metric
Off-Road
eight years in 2015. Interestingly, although
0
side-by-side MSRPs are growing on aver2010 1 2 3 4 2011
2012
5 6 7 8 9 1011 121
2 3 4 5 6 7 82013
9 1011 121 2 3 4Grand
5 6 7 8 Total
9 101112 1 2 3 4 5 6 7 8 9 1011121 2 3 4 5 6 7
age, July showed a notable drop in side-by2011
2012
2013
2014
2015
side MSRP as compared to prior months,
Sale Year/Month
reflecting a reduced supply of higher-end
units that month. PSB
Source:
INDUSTRY CLOSE UP
WORLDWIDE OFF-ROAD VEHICLE UNIT SALES
42,042
39,107
41,893
43,292
32,914
33,467
35,436
25-30%
11%
Seaosnal ASP
Cruiser -Domestic
120%
12
DEALERS
INTERNATIONAL
Side-by-side sales have increased each year since 2010, while total ORV sales have been up since 2011. For more detail, contact PSB managing
editor Liz Keener at lkeener@powersportsbusiness.com.
16,079
14,122
18,198
19,208
17,691
17,664
15,701
30%-plus
3%
11
Grand Total
UNIT SALES
54,185
Most dealers were bringing in 10-25 percent gross margin through
the first six months of 2015.
10
INDUSTRY CLOSE UP
2015 UNIT SALES BY MONTH
December
2015 FIRST HALF GROSS PROFIT MARGIN
9
2013
July
60%
50%
8
October
70%
7
November
90%
80%
$3-$5 million
14%
6
2012
May
$5-$10 million
17%
5
September
$1-$3 million
28%
4
2011
April
100%
The year 2014 was a positive one for many dealers, with
overall revenue, new unit sales, pre-owned sales and service
department revenue growing over 2013. Dealers are also
positive 2015 is heading in an upward direction, as they
expect sales to show growth year-over-year.
Powersports Business surveyed 111 dealers from 36
U.S. states and Canada about their 2014 performance,
expectations for the full 2015 calendar year and staffing
practices.
The survey drew responses from a wide variety of dealers. More than three-quarters of those polled carry side-bysides, traditional ATVs or motorcycles. More than one-third
sell snowmobiles or PWC. Several different revenue categories were also represented, with respondents coming
from dealerships that bring in less than $1 million annually
all the way up to those who have an annual revenue over
$10 million. Most dealers surveyed — 81 percent — have
only one location. Another 13 percent run two to three
locations, while 4 percent have four or five locations, and
2 percent have six or more stores.
3
Jim Woodruff, COO of National Powersport Auctions (NPA), analyzed the average price and volume trends for common
Seasonal
ASP
powersports product
categories.
Data was
Sport
drawn from about 200,000
NPA non-factory sale transactions from 2011-15YTD,
an approximately four-plus-year period.
The following is his commentary on
the data:
Average wholesale pricing (AWP) continued its summer softness in July. Street
categories declined approximately 5-9 percent from the prior three-month average
and2 were
mixed
as
compared
to 2014.
1
3
4
5
6
7
8
9 10 11 12
Domestic cruiser pricing Grand
declined
Total
2013
2010
2012
2011
7 percent from the prior three-month average, but is generally following the seasonal
trends. Metric cruiser pricing declined
9 percent from the prior
three-month
averSeasonal
ASP Seaosnal
ASP
MX last year, while
age and 15 percent from
Cruiser -Metric
continuing to fall well below the typical
120%
seasonal variation. This is largely due to
a shift to metric cruiser inventory averag110%
ing more than a year older than last year,
100%
which is unique to that category.
90%Off-road products remained fairly stable over the prior three-month average
80%
and up over 2013 values, with the excep70%
tion of side-by-side vehicles. Off-road has
1
2
3
4
5
6
7
8
9 10 11 12
60%
performed
well
most
of
this
year, with
Total
2010
2012
2011
increasing
demand
and 2013
limited Grand
supply
for
50%
pre-owned
1
2vehicles.
3
4 Side-by-Side
5
6
7 pricing
8
9
can vary month to month, however, due
2010
2011
to product
mix. Indeed,
the2012
price to 2013
book
ratio (as compared to average wholesale
June
110%
Grand Total
Monthly Volume Contribution
120%
BY LIZ KEENER
MANAGING EDITOR
2
2010
Less than
$1 million
17%
2013
January
More than
$10 million
24%
2012
70%
50%
1
Dealerships with a variety of different revenues were represented in
the dealer survey.
2011
80%
Wholesale pricing consistent with book values
60%
50%
DEALERS
2010
90%
44,673
37,123
36,300
38,277
39,742
40,984
100%
60,495
49,366
50,783
49,507
51,290
52,761
56,508
60%
INTERNATIONAL
110%
56,784
54,196
60,168
60,393
46,905
47,263
49,977
UNIT SALES
70%
Overall revenue, service sales
were also up in 2014
10 3/4”
11”
10 3/4”
11”
4 7/8”
7 3/8”
3 1/8”
9 3/8”
3 1/8”
4 7/8”
2 1/4”
6 1/4”
*All type and other copy should fall within dimension specified, but must
remain a minimum of 3/8” clear of outside-edge, top and bottom trim lines.
3,934
3,775
3,996
3,850
4,266
4,474
3,698
INDUSTRY CLOSE UP
80%
REVENUE BREAKDOWN
5/5/16
5/12/16
10,217
6,261
5,146
5,473
6,026
7,182
6,291
100%
90%
Dealers increase new,
pre-owned unit sales
15 3/4”
16”
7 7/8”
8 1/8”
7”
4 3/4”
7”
2 1/4”
4 1/2”
3 3/8”
4 1/2”
2 1/4”
120%
DEALERS
110%
August
INTERNATIONAL
March
UNIT SALES
February
INDUSTRY CLOSE UP
HEIGHT
Spread Trim Spread With Bleed
Full Page Trim
Full Page Bleed
1/2 Page (vertical)
1/3 Page (vertical)
1/4 Page (vertical)
1/6 Page (vertical)
DATES
Ad Close
Materials Due
WIDTH
Seaosnal ASP
Cruiser -Metric
120%
DEALERS
$5,765
$3,600
$2,470
$2,015
$1,705
$1,315
2,583
2,240
4,056
4,617
2,743
2,425
2,416
WORLDWID
Spread
Full Page
1/2 Page
1/3 Page
1/4 Page
1/6 Page
9,030
9,715
10,069
8,160
8,055
7,703
8,423
www.powers p o r ts b u s i n e s s . c o m
AD SIZES
RATES
110%
110%
p18x45-PSB15MDB-IndustryCU.indd 18
9/10/15 2:28 PM
100%
100%
p46x61-PSB15MDB-UnitSales.indd 46
9/10/15 2:50 PM
p46x61-PSB15MDB-UnitSales.indd 56
9/10/15 2:51 PM
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
1
2
3
2010
4
5
6
7
8
9
2013
2012
2011
10
11
12
Grand Total
120%
110%
100%
90%
80%
70%
60%
50%
2
2010
3
4
2011
5
6
2012
7
8
2013
9
2
2010
3
4
2011
5
6
2012
7
8
2013
9
10
11
12
Grand Total
Seasonal ASP
PWC
130%
1
1
10
11
12
Grand Total
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#2 Jan. 25 edition publishes Jan. 15
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ad. Breeze past your competitors and
have your message on the front cover.
Price: $350
1 spot
The digital edition of the
Aug. 12, 2013 issue of
Powersports Business
has arrived
UNLEASH THE
POWER OF DIGITAL.
Powersports Business’ Digital
Edition notification and Issue
COVER CURL
EVENTS
1 spot
LEADERBOARD AD
#7 May 23 edition publishes May 13
#9 June 13 edition publishes June 3
#10 July 11 edition publishes July 1
Send your message to 10,000+
Powersports Business email
subscribers. Top Leaderboard for
issue $650 per edition; Bottom
Leaderboard $550 per edition.
#11 Aug. 15 edition publishes Aug. 5
TEXT AD
#14 Nov. 7 edition publishes Oct. 28
Promote the message of your choice
with a text ad within the Digital Issue
notification which will reach more
than 10,000 email subscribers.
$325 per edition.
#12 Sept. 6 edition publishes Aug. 26
#13 Oct. 3 edition publishes Sept. 23
#15 Nov. 28 edition publishes Nov. 18
#1 Dec. 26 edition publishes Dec. 16
Ad materials are due 15 days prior to posting date.
ABOUT US
PRINT
EDITORIAL CALENDAR
RATES
DIGITAL
EVENTS
CONTACT US
WEBINAR
Build your company’s brand recognition and respect by sponsoring a webinar by Powersports Business.
Powersports Business has effectively hosted FREE
webinars for the industry since 2010! Our webinars
deliver 150+ attendees on average and deliver
results for our sponsors. Here’s a sampling of some
of the topics we can cover:
REACH decision makers, ENGAGE your
audience with expert content and INFLUENCE powersports industry professionals
by partnering with Powersports Business
magazine and be identified as a thought leader
in your field with 2016 Powersports Business
WEBINAR PARTNERSHIP OPPORTUNITIES.
F &I Compliance
Pre-Owned Sales
Event Sales
P&A Profitability
Social Media
Staffing for Max Profits
Hiring Best Practices
AS A WEBINAR SPONSOR, YOU WILL:
Speak directly to your potential customers
Generate qualified leads
Share your company’s expertise, vision a nd solutions
Participate with content in front of your key prospects and clients
Raise your profile
Capitalize on the Powersports Business brand
Don’t see your topic? Let us know …
PRICING
Sponsor three or more webinars within 12-month period.....................................$6,000 per webinar
Single webinar sponsorship...................................................................................................$8,500
ABOUT US
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DIGITAL
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EVENTS
CONTACT US
POWERSPORTS BUSINESS INSTITUTE @ AIMEXPO
Develop relationships with industry leaders and proactive powersports dealers
by sponsoring the industry’s leading dealer educational event held at AIMExpo
in Orlando each fall, Powersports Business Institute @ AIMExpo.
“Powersports Business
has a history of
providing outstanding
in-person dealer
training events, and this
year in Orlando will be
no exception ...”
PARTNERSHIP OPPORTUNITIES
EDUCATIONAL TRACK SPONSORSHIP PACKAGE
Ideal for companies that want to demonstrate their dedication to the improvement and
education of dealers.
PREMIER SPONSORSHIP PACKAGE
Ideal for companies looking to gain maximum exposure before, during and after the event
through an integrated marketing campaign, onsite benefits and post-event coverage.
PACKET INSERT
Put your company literature into the hands of Powersports Business Institute attendees.
SPECIAL OPPORTUNITIES
Offer unique opportunities to gain exposure for your company.
NETWORKING RECEPTION
Gain valuable industry contacts at the poolside Powersports Business Institute @
AIMExpo Kickoff Networking Reception in Orlando.
Contact your sales representative for more information and sponsorship rates.
QUICK
FACTS:
Education developed for dealers
October 2016
Held during AIMExpo on Orlando, FL
Industry experts and panels
Managed by editorial staff of
Powersports Business magazine
5 distinct tracks
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POWERSPORTS BUSINESS POWER 50 DEALER AWARDS PROGRAM
Developed by the editors of Powersports Business magazine, the Power 50 is an awards program recognizing the top 50 powersports dealers on multitude of business criteria:
Business Operations
Customer Service
Professionalism
Inventory Management
Marketing
Service Department Efficiency
AND MUCH MORE!
Built upon the Powersports Business mission of “Inspiring Success Through
An opportunity to align your company with the top powersports dealerships
Market Intelligence”, our editorial staff will select 50 dealerships for the list, and
in North America!
will rank the top group of 5 dealerships, recognizing them for their elite status in
Sponsoring the Power 50 program enables you to show your true support
the industry. The top ranked dealer will be recognized as the “No. 1 Powersports
of powersports dealers, congratulating them on being the successful busi-
Dealer in North America.”
nesses that keep this industry forging ahead.
Powersports Business will also select several Best in Class award winners. Those
Your Sponsorship package includes multi-dimensional exposure to the en-
Best in Class awards include Customer Service, Events and Service Department.
tire powersports industry in print, online, e-news and in person at the awards
Information will be gathered through an online application, and the final list of
presentation!
Power 50 dealers will be celebrated at an industry dinner at the American Inter-
The lifetime of the program will span year round, with pre, during and post
national Motorcycle Expo in Orlando, FL. The gala will be held in concert with the
event coverage all designed help you build relationships, brand recognition and
Powersports Business Institute @ AIMExpo, PSB’s dealer education seminars.
meaning with the powersports dealers.
ABOUT US
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BUILD YOUR BRAND, INFLUENCE BUYING DECISIONS AND INCREASE SALES AMONG THE MOST POWERFUL POWERSPORTS PROFESSIONALS IN THE MARKET.
May 25, 2015 • Volume 18, Number 7 • $3.99
SEE PAGE 12
EDITORIAL TEAM
OPERATIONS
PSB: FOCUS Industry Leaders
ADVERTISING SALES
Mohr develops
new culture
at Küryakyn
Allison Gruhn
763-383-4467
HOLGER
MOHR
President,
Küryakyn
Team focuses on shared
vision, mission and goals
Dave McMahon
763-383-4411
David Voll
763-383-4421
BY LIZ KEENER
MANAGING EDITOR
UTV takeover
Yamaha’s Wolverine R-Spec manuevers through the
trails at the Brimstone ATV park in Huntsville, Tenn.
SEE PAGE 24
Customer care
Ducati surpasses competitors to rank first in the
2015 Pied Piper PSI study.
SEE PAGE 29
Birthday bash
Wildcat H-D celebrates sixth year with one of
Kentucky’s largest fireworks displays.
SEE PAGE 38
NEWS:
Moose Racing’s apparel at EnduroCross . . . PAGE 3
FINANCE:
Polaris and Harley share Q1 results . . . . . . PAGE 10
ATV/UTV:
AMSOIL unveils new lubricants . . . . . . . . . PAGE 28
CYCLE:
Guest column by Tim Woodsome . . . . . . . PAGE 30
When discussing the success Küryakyn has had
over the past year and a half, company president
Holger Mohr has a hard time talking about
the impact he’s had on that success. Instead,
he defers to praising his team, which includes
everyone working under the roof of Küryakyn’s
Somerset, Wis., headquarters.
“People are our most important resource,”
he told Powersports Business from his office in
Somerset. “You can have any process planned, but
if you don’t have the right people to execute it, it
doesn’t get you anywhere. Having the right team
in place and now adding the right processes and
procedures, that’s where the magic comes.”
Anyone who has managed a team knows
Mohr is correct. The right people are essential
for driving change, developing new ideas and
products and delivering on the processes and
procedures passed down by management.
Mohr has put much of his efforts in 2014
and 2015 into building that ideal team and
refining the culture at Küryakyn, which are
two of the many reasons Powersports Business
chose Mohr as the 2015 Executive of the Year.
Mohr’s leadership in 2014-15 also helped
the company to launch the new Crusher and
Bahn brands, expand its branding expertise,
increase and improve product development
and prepare the company for the next 25 years,
all while producing profitable growth.
THE KÜRYAKYN TEAM
Since Mohr joined Küryakyn as president in
January 2014, new hires have been in abundance. Notable new employees include:
vice president of product development Pete
Amenda, who was most recently VP of marketing for S&S Cycle; director of international
sourcing and supply chain Kevin Miller, a former source development manager at Safco
Products; director of sales — International
Business John Kear, previously responsible for
INDUSTRY
LEADERS
PAGE 12
National Sales Director
agruhn@powersportsbusiness.com
Editor-in-Chief
dmcmahon@powersportsbusiness.com
Group Publisher
dvoll@powersportsbusiness.com
EXECUTIVE
OF THE YEAR
dealer commercial and network development
with Honda Motorcycles Europe; and events
manager MJ Berst, who has worked for Polaris
and Harley-Davidson in the past.
But those were by far not the only hires.
As part of its 25th anniversary NXT 25 initiative that started in 2014, Küryakyn filled new
positions across the company. NXT 25’s goal
is to set Küryakyn up for its next 25 years in
business. As Mohr developed his new management team, that team also began making hires
BRIAN KLOCK
TIM McKERCHER
President
Klock Werks Kustom Cycles
President
LOOK Marketing
as well. Miller hired a new quality manager, and
Amenda brought on an engineering lead and a
design lead, among others.
And the hiring continues. Küryakyn is
still looking to fill designer, engineer, product
manager and sales positions, and in early May,
Küryakyn announced Steve Veltri will serve as
the company’s new VP of brand management.
Küryakyn has also increased the scope of the
work completed by contract designers.
See Mohr, Page 4
LARRY LITTLE &
MIKE WEBSTER
Victory will launch an electric motorcycle in the second half of 2015 with a
range of 70 miles city/120 miles road
range, according to a research note provided to Powersports Business by Wells
Fargo Securities analyst Tim Conder
following a Polaris meeting with analysts in Iowa in April. Pricing on the
electric Victory is TBA.
In addition, Conder reports that the
majority “of paint systems issues [have
been] addressed, with volume slowly
ramping. Indian Scout began meaning-
Liz Keener
763-383-4413
Dodi Vessels
763-383-4446
Vice President/General Manager &
President
Marketplace Events Motorcycle Group
HOTNEWS
Electric Victory set for
2015 launch: Analyst
Mark Rosacker
763-383-4433
ful shipments in March, should catch
up by late Q315. Indian Dark Horse
selling very well. 360 global retailing
dealers by YE2015. Victory brand repositioning as ‘American Muscle’ with
690 global retailing dealers YE2015.”
Demand for Slingshot is 50 perSee Hot News, Page 3
Powersports Business is published by
EPG Media, LLC, the leading source
of information in the powersports and
marine industries, with titles such as
Boating Industry, Rider, Thunder Press,
and Snow Goer, in addition to a number
of events, websites and electronic
media options.
National Account Manager
mrosacker@powersportsbusiness.com
Kathy Johnson
480-988-3658
kjohnson@powersportsbusiness.com
Michael Kula
949-466-7833
mkula@powersportsbusiness.com
Managing Editor
lkeener@powersportsbusiness.com
Kate Swanson
763-383-4412
Assistant Editor
kswanson@powersportsbusiness.com
Shauna Spencer
763-383-4410
Digital Marketing Coordinator
sspencer@epgmediallc.com
Managing Art Director
dvessels@powersportsbusiness.com
Andrea Schneider
763-383-4451
Associate Art Director
aschneider@epgmediallc.com
Kelsey Houle
763-383-4450
Production Artist
khoule@epgmediallc.com

2016 media planning guide

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