By Brendan Baker | Editor-in-Chief
If the last few years have taught powersports dealers anything, it’s that the customer buying journey has changed for good. Shoppers no longer begin their search by walking into a dealership or waiting for the weekend to browse inventory. Instead, they’re researching vehicles from their couches after dinner, comparing prices across multiple websites, watching walkaround videos on social media, and narrowing their choices long before they ever speak with a salesperson.
That evolution has fundamentally changed the role of the dealership website. It’s no longer just a digital brochure. It’s often the customer’s first impression of the dealership, the primary source of product information and, increasingly, the deciding factor in whether that customer ever visits the showroom. According to LeadVenture’s new State of the Dealer report, dealerships that recognize this shift and execute the fundamentals consistently are separating themselves from the competition. Ironically, while artificial intelligence dominates industry conversations, the report suggests that the biggest opportunities for dealers still come from getting the basics right.
Drawing on data from more than 6,800 dealership websites, along with feedback from dealer advisory councils, 20 groups, and retail partners, the report examines how today’s consumers discover, evaluate, and purchase powersports vehicles. Hayley Holland, head of brand and client marketing management for LeadVenture, said during a recent Power Hour podcast that the goal wasn’t to overwhelm dealers with marketing jargon or complicated analytics. Instead, the company wanted to translate the data into practical strategies dealers could implement immediately.
“The fundamentals still matter,” Holland says. “What has changed is where customers experience those fundamentals. They’re making decisions online long before they ever walk into your dealership.”
That insight serves as the foundation for nearly every recommendation in the report. While technology continues to evolve rapidly, successful dealerships aren’t necessarily the ones adopting every new digital tool. They’re the ones making it easier for customers to find inventory, trust the information they’re seeing, and receive prompt, personal service throughout the buying process.
One of the report’s most striking findings illustrates just how dramatically shopping behaviors has shifted. LeadVenture found that 54% of dealership website traffic now occurs after 5 p.m., when most dealers have already locked their doors for the evening. Customers are spending those hours researching inventory, comparing models, checking financing options, and submitting lead forms while relaxing at home after work.
For dealers, that means the website has effectively become an overnight salesperson. Every inventory listing, every photograph, every pricing detail, and every contact form is working long after employees have gone home.
The implication is significant. A customer who submits an inquiry at 9 p.m. isn’t simply waiting until the next business day; they’re often continuing to shop that same evening. If another dealership responds more quickly or presents more complete information online, the opportunity may disappear before the original dealer even opens the following morning.
That changing behavior also reinforces another major conclusion from the report: today’s buying journey isn’t linear. Consumers bounce between Google searches, dealership websites, Facebook Marketplace, YouTube videos and social media before making a purchase decision. Rather than moving neatly through a traditional sales funnel, buyers repeatedly compare products, revisit pricing, research financing, and evaluate dealerships throughout the process. Dealers don’t necessarily need to dominate every platform, Holland says, but they do need to ensure they’re visible wherever their customers are shopping. More importantly, they need to create a consistent experience across every digital touchpoint.
If there’s one takeaway Holland believes every dealership can implement immediately, it’s improving response times.
LeadVenture’s research found that dealerships responding to leads within 24 hours generated nearly 48% more — and higher-quality — leads than slower responders. Even more compelling, the company’s recommendation is to aim for an initial response within five to fifteen minutes whenever possible. In today’s marketplace, consumers frequently contact multiple dealerships simultaneously. The first dealership to respond with helpful, personalized communication often earns the opportunity to make the sale.
Holland shared the example of one customer shopping for a new powersports vehicle who contacted six dealerships in her region. Five either failed to respond promptly or eventually sent generic replies days later. The sixth dealership, located roughly 50 miles farther away than the others, responded within minutes with a personal message inviting the customer to visit the store. Distance ultimately became irrelevant; the customer purchased from the dealership that acknowledged her first.
The lesson isn’t simply about speed. It’s about demonstrating attentiveness and respect for the customer’s time. Dealers don’t need scripted sales pitches or aggressive follow-up campaigns. They simply need to acknowledge inquiries quickly and begin building a relationship while the customer is still actively engaged in the buying process. As Holland notes, responding faster doesn’t cost dealerships additional money, yet it can dramatically improve lead quality and conversion rates.
The report also challenges dealers to rethink how inventory is presented online. Too often, listings rely exclusively on OEM stock photography, incomplete descriptions, or inconsistent pricing. Yet the dealerships with the strongest inventory performance are doing just the opposite.
Among the high-performing dealers LeadVenture analyzed, 83% displayed pricing on their inventory listings, while nearly three-quarters included at least one photo. Those dealers also tended to maintain healthier inventory turns, with roughly 80% of inventory moving within 90 days. Rather than allowing units to age online with stale information, successful dealers continually refreshed listings and ensured inventory accurately reflected what was available on the showroom floor.
Holland encourages dealers to go beyond stock photography by taking their own photos and short walkaround videos using nothing more than a smartphone. Those images not only build greater trust with shoppers by showing the actual unit for sale, but they can also be repurposed across Instagram, Facebook, TikTok and digital advertising campaigns. A single piece of original content can support multiple marketing efforts while reinforcing authenticity.
Consistency also plays an increasingly important role in online visibility. Pricing discrepancies between inventory platforms, outdated listings or inaccurate availability can confuse search engines and AI-powered search tools, ultimately making dealerships harder for consumers to find. Dealers should regularly audit inventory listings to ensure pricing, photos, availability and business information remain synchronized across every digital platform.
Although artificial intelligence has quickly become one of the industry’s hottest topics, Holland cautions dealers against viewing it as either a silver bullet or an existential threat.
Customers are increasingly using AI-assisted search tools to research products and compare dealerships before visiting websites. At the same time, dealerships can leverage AI to improve marketing efficiency, organize information and streamline customer communications. However, none of those capabilities replace the elements customers value most.
The report repeatedly returns to what Holland calls “the basics.” Keep your website current. Maintain accurate hours, phone numbers and contact information. Feature real employees on staff pages, so customers know who they’ll be working with. Make inventory easy to search and navigate. Remove sold units promptly. Respond quickly. Most importantly, treat customers like people rather than transactions.
“I love when I see a dealership that has its staff pictured,” Holland says. “I know exactly who I’m going to ask for when I walk in.”
That emphasis on authenticity extends to social media as well. Holland believes platforms like Instagram and TikTok aren’t necessarily retail channels; they’re opportunities to showcase dealership personality, culture and community involvement. Customers increasingly want to know who they’re buying from, not just what they’re buying.
Perhaps the biggest surprise from LeadVenture’s research is that a report focused on digital retailing ultimately reads like a reminder of timeless business principles.
The dealers succeeding today aren’t winning because they’ve discovered a revolutionary technology. They’re winning because they’re executing consistently. They respond to customers quickly, present inventory accurately, invest in their communities, maintain an active online presence, and make the buying process easy.
Artificial intelligence will undoubtedly continue reshaping how consumers search for information and discover dealerships. But as Holland emphasizes throughout the report, technology should enhance, not replace, the customer experience.
“The basics are working,” she says. “There’s no need to reinvent the wheel.”
This may be the report’s most encouraging conclusion: The future of retail isn’t about abandoning proven sales practices. It’s about delivering those same
fundamentals — speed, transparency, authenticity and great customer service — through every digital touchpoint long before the customer ever walks through the front door.
In January at AIMExpo, British motorcycle brand Norton announced its U.S. return with four new models. Then, in June, Norton released details on two of those bikes — the 2027 Atlas and Atlas GT ADV — and our friends at Rider Magazine gave us a sneak peek at what to expect.
The Atlas and Atlas GT share an engine, chassis components, and features, with their differences mostly coming down to tire size and suspension setups. Additionally, both models will be available in an Apex variant that adds electronic combined braking, vehicle hold functionality, tire pressure monitoring, an adjustable windscreen, a rear luggage frame, heated grips, cornering lights, and a puddle lamp for low-lit parking conditions.
Both Atlas models — as well as the Manx models, also announced in January — are part of the company’s resurgence strategy that seeks to “reinterpret Norton’s visual identity through a contemporary lens that balances heritage with technical integration,” and says the design “avoids decorative excess” in favor of a simple and modern style with a focus on functionality and practicality.
Both bikes are powered by a liquid-cooled 585cc parallel-twin that makes a claimed 69 hp at 9,300 rpm and 42 lb-ft of torque at 7,500 rpm, with a 270-degree crank. Norton says its engine design emphasizes usable torque. The bikes also come with a slipper clutch and a standard up/down quickshifter.
The Atlas models share a steel trellis frame that uses the engine as a stressed member and a cast-aluminum twin-sided swingarm. Fully adjustable KYB suspension includes a 43mm inverted fork and a rear monoshock, both of which offer 7.1 inches of travel on the Atlas and 5.5 inches on the Atlas GT. The Atlas also gets a larger 19-inch front wheel compared to the GT’s 17-inch wheel. The Atlas has a seat height of 33.3 inches; the GT has 32.1 inches.
Electronics on the Atlas include lean-sensitive ABS and traction control, cornering cruise control, rear wheel slide control, wheelie control, hill hold assist, and multiple ride modes (Urban, Rain, Sport, Tour, and Enduro on the Atlas; full details to be announced for the Atlas GT). An 8-inch touchscreen TFT display offers Bluetooth connectivity and connection to the Norton Rider app, which allows over-the-air updates, ride statistics, service reminders, and other features. A USB-C port is also included for connecting and charging devices.
While the Norton Atlas is priced in the U.K. at 8,250 euros (approximately $10,898) and the Atlas Apex at 9,450 euros (approximately $12,483), official U.S. pricing hasn’t been released.
Suzuki Motor USA has kicked off its 2027 model year with a diverse lineup of new motorcycles, highlighted by the introduction of the all-new SV-7GX and SV-7GXV sport crossover models, updated RM-Z motocross bikes, and pricing and availability for the GSX-R1000 40th Anniversary Edition superbikes.
Headlining the announcement is the new SV-7GX sport crossover, which builds upon Suzuki’s venerable 645cc 90-degree V-Twin platform while adding modern touring technology and rider-focused features.
Designed to serve as a versatile motorcycle for commuting, weekend rides and touring, the SV-7GX includes ride-by-wire throttle, the Suzuki Intelligent Ride System (SIRS), a 4.2-inch TFT display with Suzuki Ride Connect+ smartphone connectivity, selectable ride modes, traction control, bi-directional quick shifter, adjustable windscreen, full LED lighting and an integrated rear carrier.
Suzuki also introduced the value-priced SV-7GXV, which carries an MSRP of $8,399, compared to $8,599 for the SV-7GX. The SV-7GXV includes the same V-Twin platform while offering riders a more affordable entry point into Suzuki’s crossover lineup.
Suzuki also announced official pricing for its 2027 GSX-R1000 40th Anniversary Edition models. The updated superbikes feature a revised 999.8cc inline-four engine, new Bosch six-axis IMU, updated electronic rider aids, enhanced traction control and cornering ABS systems. The flagship GSX-R1000RS adds carbon-fiber winglets inspired by Suzuki’s Suzuka 8-Hour endurance race machine.
The anniversary lineup includes:
GSX-R1000 40th Anniversary Edition — MSRP $16,399
GSX-R1000R 40th Anniversary Edition — MSRP $17,939
GSX-R1000RS 40th Anniversary Edition — MSRP $18,639
Fresh off Ken Roczen’s 2026 AMA Supercross championship, Suzuki’s RM-Z motocross lineup returns with several updates.
Suzuki is also expanding its RM Army Package for eligible RM-Z buyers. New 2027 RM-Z250 and RM-Z450 purchasers will receive a Ken Roczen Championship Replica Graphics Kit along with a Pro Circuit T-6 exhaust system.
Suzuki says additional 2027 motorcycle models will be announced as the model year rollout continues.