PowerSports Business

October 2, 2017

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w w w . p o w e r s p o r t s b u s i n e s s . c o m INSPIRING SUCCESS THROUGH MARKET INTELLIGENCE October 2, 2017 • Volume 20, Number 13 • $3.99 A Power 50 dealership group has added a pre-owned store to increase sales. See Page 46. Dealership celebrates anniversary with party, museum opening BY LIZ KEENER SENIOR EDITOR "Fifty years is a very long time," Alex- ander Smith exclaimed at the 50th anniversary party for Malcolm Smith Motorsports. But for his father, the founder of the deal- ership, the time moved at a more rapid pace. "Fifty years has gone way too fast. Alexander said 50 years takes a long time. It really doesn't; it goes real quick," Malcolm Smith countered. The Smith family welcomed a couple hun- dred friends, employees, former employees and business partners to the Malcolm Smith Motor- sports 50 Legendary Years anniversary gala on Aug. 18, as they celebrated and unveiled the new Malcolm Smith Museum. Powersports Business gladly accepted its invitation. "When we talked about having a 50-year celebration, I wanted to invite 100 good friends and people who helped me along the way in life. There seems to be a lot more than 100 here tonight. Some of the people I haven't seen in a long time; some of the people I do business with; and some of the people worked for me for a long time and don't anymore, retired. I'm glad to know all of you, and it's really, actually humbling to be here," Malcolm Smith said in an address to those in attendance. BUILDING THE DEALERSHIP Malcolm Smith Motorsports started from hum- ble beginnings. Smith, who owned his first scooter at the age of 13 and his first motorcycle See Malcolm Smith, Page 4 Exhaustive web leads study released Pied Piper: BMW dealers have best responses to web leads BY DAVE McMAHON EDITOR IN CHIEF The good news? A recent study shows that U.S. motor- cycle dealerships responded to customer web inquiries within 24 hours 91 percent of the time in 2017. Back in 2013 that same measurement was 72 percent of the time, and in 2008 it was only 30 percent of the time. However, less good news is the fact that about half of the time, today's motorcycle customers receive only an automated response acknowledging their inquiry, and then receive no further contact from the dealership. For the past 10 years, Monterey, California-based consultancy Pied Piper has provided Prospect Satisfaction Index (PSI) industry studies to measure how effectively each street-legal motorcycle brand's dealers sell in-person. More recently, Pied Piper has also measured how effec- tively each brand's dealers respond to customer inqui- ries received through dealership websites. For its 2017 study measuring web response, Pied Piper sent customer inquiries through the individual websites of 2,197 motor- cycle dealerships, then evaluated how the dealerships responded over the next 24 hours. According to the study, dealers selling BMW finished at the top of the industry, with a score of 36. However, years of years of years of MALCOLM SMITH MOTORSPORTS Photo courtesy of Malcolm Smith Motorsports See Pied Piper, Page 9 PHOTO BY LIZ KEENER/POWERSPORTS BUSINESS Source: 2017 Pied Piper PSI® ILE® U.S. Motorcycle Industry Benchmarking Study

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