PowerSports Business

June 11, 2018

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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 June 11, 2018 • Volume 21, Number 9 • $3.99 Coming months offer sales opportunities for ATV/UTV tires: Lightspeed study Road, Track and Trail thrives through event-hosting, strategic marketing BY JIMMY GILLIGAN STAFF REPORTER Through strategic marketing and a massive inventory, Road, Track and Trail has achieved steady growth over its 20 years in business. The Big Bend, Wisconsin-based dealer- ship, named to the 2015 and 2017 Power- sports Business Power 50, takes inventory seriously, boasting the slogan of "The World's Largest Pre-Owned Powersports Dealership" on its website. While it sells pre-owned ATVs, UTVs, snowmobiles and motorcycles, the dealership also carries new Arctic Cat snowmobiles. Overall however, pre-owned motorcycles and snowmobiles are the dealership's biggest sellers. Owner Nick Rank, who founded the business in 1999, said he tries to keep about 600 units on the floor at any given time, in order to cater to the various tastes of cus- tomers — though they've had as many as 900 units on the floor. While it took a num- ber of years to build up to that inventory, Rank feels the shear number of units they turn has helped set Road, Track and Trail apart from other dealerships. "We've got a unique thing here — there were other shops doing it for awhile but we were frowned upon. Now there's some valid- ity in being here 20 years and with as much as we move in terms of units, it's a lot of iron," Rank said. Located about 15 miles south- west of downtown Milwaukee and a 90-minute drive from much of the Chicago area, the dealership sees customers from all over the region. And given the handful of expansions that the dealership has undergone over two decades — from a single, 5,000-square-foot building to mul- tiple buildings totaling 37,500 square feet — Road, Track and Trail doesn't necessarily have the need for any sort of aggressive, catchall market- ing strategy. Recently, the dealership No monkey business for successful dealer See page 16. Taiwan Motorcycle Show aims to grow U.S. business Interest from Taiwanese manufacturers in the U.S. powersports market is as strong as ever, based on attendance at a symposium that kicked off the 2018 Taiwan Interna- tional Motorcycle Industry Show at the Taipei World Trade Center. Powersports Business editor in chief Dave McMahon was among a handful of industry members selected to share professional insight, vision and market information to the Taiwan- ese exhibitors and visitors to the trade-only expo during a kickoff keynote. Hosted by Taiwan Golden Bee (TGB) presi- dent George Lin on behalf of organizer Mr. Walter M.S. Yeh, president and CEO of the Taiwan External Trade Development Council (TAITRA), "Turning New U.S. Powersports Business Opportunties" featured speakers who offered a variety of data and intelligence to those in attendance. Lin has capitalized on opportunities in the U.S. market, and envisions his fellow Taiwanese powersports suppliers being able to elevate their business propositions in America also in the near future. Established in 1960, TGB originally manu- factured stamping parts for Vespa scooters, later manufacturing scooters for Vespa as part of their partnership. The company's evolution has been impressive, as it went on to build shock absorbers, flywheel magneto ignition systems and starters before introducing its own Hawk, Express and Bullet scooter models. Engines and completed vehicles have been TGB's specialty ever since, with the launch of See Power 50, Page 38 The Road, Track and Trail staff poses with their Gorilla, dubbed "Ape Hanger," the dealership's mascot. In 2011, owner Nick Rank purchased a 5,000 square foot building across the parking lot from the dealership to house new Arctic Cat snowmobiles, as well as pre-owned inventory. It became the snowmobile showroom. Photos courtesy of Road, Track and Trail Taipei show puts supply chain out front Dealers see big, new potential with Roxor See Taiwam, Page 6 Powersports Business editor in chief Dave McMahon provided a U.S. market update in Taipei. Marie and Rusty Palmer of Rusty Palmer's in Penn- sylvania hopped inside the Roxor in San Antonio. Photo by Dave McMahon/Powersports Business San Antonio dealer event offers deep dive into newest ORV opportunities BY DAVE MCMAHON EDITOR IN CHIEF Luc de Gaspe Beaubien best describes them as "the greybeards." They are his collection of district sales managers that helped Mahindra Automotive North America's new Roxor manual trans- mission diesel off-road vehicle go from 0 to 200 dealers in five months flat. And that, as they say, is moving. Dealers were quick to come on board as Roxor part- ners in large part because they had built rela- tionships with the newly hired Roxor DSMs from a variety of other name brands. "It was five months to the day (of the San Antonio event in March), in fact, that we made our first DSM hires," said de Gaspe Beaubien, vice president of Sales and Ser- vice for Mahindra Vehicle Sales and Service, which oversees Roxor. All he did was hire 17 DSMs en masse to start and gave them each a target of signing 20 dealers. "We blew it out of the water — every metric we had. We hired more sales people and they signed more dealers, and the reaction and reception is beyond every metric and expecta- tion we had. So we're hitting the pause button. We're not appointing more dealers. We're going See Roxor, Page 8

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