By Chris Officer | Associate editor
Figuring out the best ways to put forth an effective social media campaign that promotes your business, attracts customers, and advertises products and services isn’t a new thing — far from it. But with constant change in social media trends and platform popularity, how do powersports dealers stay ahead of the curve?
Social media consultant Arik Hanson, along with powersports industry professionals trying to navigate their way towards successful online growth, offer insight on the current social media landscape and the approach they’re using to best leverage an ever-evolving business tool.
Hanson addresses two widespread myths in his article titled “Six social media myths busted” that are pertinent to powersports dealers.
One myth Hanson attacks is whether social media still drives traffic to businesses’ websites. And although social media fights users from leaving their site via embedded links, there is evidence that some platforms still drive traffic externally.
A survey by StateCounter, a web analytics service, shows Facebook has a 75% share of all social web traffic arriving on third-party websites, compared to Instagram’s 8%.
“Facebook continues to be a viable traffic driver. Now, I would argue that number is heavily influenced by paid support that brands and publishers are throwing behind content designed to drive traffic,” Hanson writes. “But brands are trying that on Insta, LinkedIn and Twitter, too, and it’s not working.”
Another question Hanson poses is whether consumers are only researching brands on TikTok and Instagram. The short answer is no. Instagram (62%) and TikTok (56%) do lead all platforms in user brand research, according to a study by Global Consumer Insights, but Facebook (53%) is not far behind.
Curt Grenier, CEO of Nault’s Powersports & Marine — a four-dealership network in New Hampshire — says he still utilizes Facebook, especially since it coincides with selling pre-owned units on Facebook Marketplace.
“I am still a believer in Facebook,” he says. “Facebook Marketplace still seems to be an active, lucrative avenue, and that’s tied in with posting on Facebook.”
It can be a challenge to determine which social platform is the most beneficial for your business. A recent study by the PEW Research Center shows 71% of U.S. adults say they still use Facebook, compared to 50% who use Instagram. Despite the chatter, Facebook is still the world’s most popular platform, although not growing as fast as other socials.
However, one thing seems to be evident, regardless of platform: short-form video is the dominant format, Hanson says. This wasn’t the case 10 years ago. Social media is much more about entertainment now.
Dominique Robinson, marketing and event coordinator for Coleman PowerSports in Washington, D.C., says she uses short-form video that is geared toward making the process of buying a motorcycle less intimidating and having the dealership seem fun.
“Overall, we’re really trying to push for that feeling of community, using local influencers, our staff, and just people who can show that our dealership isn’t scary. That we’re still people.”
Fun is important, but Robinson also stresses that it’s central to let people know you’re still a credible powersports dealership. She says the dealership’s aim is lightheartedness, not just a bunch of kids making silly social media videos.
“You have to find a balance. We don’t want to post too many goofy fun videos; otherwise, people won’t take us seriously. And we want people to take our dealership seriously.”
As for the social platforms Coleman PowerSports utilizes the most; Robinson says it’s still primarily Facebook, but its Instagram page has been growing fast. TikTok is the fast-growing platform that’s becoming more popular with younger generations, but it’s not necessarily the most ideal for dealers, she says.
“Whatever you think is a high level of being active on social media, you need to double that,” Grenier says. “And then the day will come when you’ll need to triple that.”
And with all the different platforms, and between sharing new unit sales and making fun, short-form content, Grenier’s sentiments seem to be the case. However, Hanson also writes that although businesses need to stay active on social media, they shouldn’t be slaves to a calendar telling them exactly when and how much to post.
“Do we need content calendars to plan our work? Absolutely. But do we need to plan and map out every piece of content months in advance? No, we don’t.” Hanson says.
Daily posts promoting products and services are just advertising, even if the content is fun videos. Hanson says to make sure to diversify your posts, such as employee-driven content that highlights staff, or develop content that speaks to the audience in a far less promotional way.
Creating social media content is also time-consuming, and without a designated social marketing team, producing daily videos and photos to Facebook or Instagram can take employees away from service departments and showroom floors.
“Posting different videos and photos of the dealership and inventory daily is a commitment,” Robinson says, but also admits that it’s important to show the customer your dealership’s personality.
“It’s about creating fun content for everyone,” she says. “It doesn’t matter the age, just make it all-around fun and relatable for your followers.”
Kawasaki Motors Corp., USA, announced its newest president is Eiko Kirino, a 30-year veteran of the company, where she spent her career overseeing sales, marketing, product planning, and corporate communications.
Kirino began her tenure when she was first assigned to the manufacturer’s operation in France, where she focused on growth through sales, market development, and racing, and later returned to Japan to lead the sales department for all of Europe.
Her duties then shifted to product planning for performance models like the launch of the Ninja H2, and later she was assigned as general manager of Kawasaki’s global marketing efforts.
Kirino was appointed president of Kawasaki Motors Japan in 2021, then went on to lead global strategy for corporate communications and external affairs.
As a motorcycle rider and enthusiast, Kirino says she’s excited to build on the strong momentum that Kawasaki has established in North America and will oversee all powersports and general-purpose engine operations.
“As Kawasaki pursues its vision for sustainable, long-term global growth, the U.S. remains our most important market,” says Ms. Kirino. “It is both a tremendous honor and a personal joy for me to lead Kawasaki USA, having long held a deep passion for powersports, both professionally and personally.”
After joining Kawasaki USA in 2022, outgoing president Naoki Kawaguchi will return to Kawasaki Motors, Ltd. in Japan. Kawaguchi has led North American operations as president since 2024, and his tenure culminated last year when Kawasaki reached the No. 1 motorcycle market share in the U.S.
Motorcycle Industry Council and Motorcycle Safety Foundation vice president of communications Andria Yu has been appointed to the U.S. Department of Transportation’s Motorcyclist Advisory Council.
Making the appointment was U.S. Secretary of Transportation Sean Duffy, who stated in a letter:
“Your work representing a national motorcycle manufacturing association will greatly benefit MAC and the department’s efforts to improve safety outcomes and infrastructure performance. Your experience and leadership will add valuable insights and perspectives that will help further MAC’s mission of reducing injuries and fatalities on our nation’s highways,” says Duffy.
Yu will represent motorcycle rider education and training on the 13-member council, which provides recommendations to the Secretary of Transportation, the National Highway Traffic Safety Administration, and the Federal Highway Administration on transportation issues affecting motorcyclists. The council’s work includes motorcycle safety, roadway design and maintenance, and the implementation of intelligent transportation system technologies.
A longtime on- and off-road motorcyclist and certified MSF RiderCoach, Yu has led rider training events and media rides that have helped introduce new riders to motorcycling.
“It’s a privilege to serve on the Motorcyclist Advisory Council and represent the motorcycle industry in important conversations about rider safety and transportation policy,” says Yu. “As transportation continues to evolve, it’s essential that riders and the industry have a voice in discussions about infrastructure, roadway design, emerging technologies, and policies that affect motorcyclists.”
The MAC was reconstituted in 2024 after several years of inactivity, following efforts by the MIC, MSF, and others to restore the federal advisory body. The council provides a forum for representatives from rider education, manufacturing, government, and transportation safety to help inform federal transportation policy affecting motorcyclists.
Indian Motorcycle of Racine could soon be looking for a new home
The building that houses Indian Motorcycle of Racine and its second-floor bar and restaurant overlooking the showroom floor is on the market, leaving the motorcycle shop’s future in limbo.
As Heather Asiyanbi of the Racine County Eye reported, the landmark downtown building located at 522 Sixth St. is a 17,648-square-foot, two-story building listed at $995,000. The property was a former supermarket before the current building owners, Mark and Anthony Porcaro, turned the space into Indian Motorcycle of Racine in 2015.
In 2017, the Porcaros added The Nash, a bar and restaurant on the dealership’s second floor. The project began as a plan for a small mezzanine-level kitchen or small part-time bar to serve the Indian dealership visitors and occasional outdoor events. However, the restaurant project grew to include a complete renovation, new balcony, party room, additional second-floor bathrooms, and total seating for up to 200 people.
As for the building, it is part of the Historic Sixth Street Business District, which is listed on the National Register of Historic Places. It was originally built in 1927 as a Studebaker automobile showroom, and features two stories, a quarter-acre lot, and 113 feet of frontage.
Indian Motorcycle of Racine is still in business, and it is unclear how the sale of the building will affect operations and, if the dealership remains open, where the new location will be.
With the 86th annual Sturgis Motorcycle Rally beginning on Aug. 7, Sonic Automotive is making another aggressive push to capitalize on the world’s largest motorcycle rally by bringing what it says is the largest Harley-Davidson inventory ever assembled in one location.
The company announced July 9 that its Sturgis Harley-Davidson and Black Hills Harley-Davidson dealerships will offer more than 1,200 new and pre-owned Harley-Davidson motorcycles during the 10-day rally, building on the strong retail momentum the dealerships experienced during last year’s event.
The inventory, which includes what Sonic says is the nation’s largest selection of Harley-Davidson trikes, is already arriving in South Dakota ahead of the rally. To help customers secure motorcycles before they reach the Black Hills, the retailer has also launched a new “Rally Ready” pre-sale program that allows buyers to reserve a motorcycle online and pick it up during rally week.
The strategy follows a record-setting 2025 Sturgis Rally for Sonic. As we previously reported, Sturgis Harley-Davidson and Black Hills Harley-Davidson achieved record sales during last year’s rally, fueled by strong consumer demand and expanded inventory. The company is hoping an even larger selection of motorcycles and a streamlined purchasing process will build on that success in 2026.
“The Sturgis Motorcycle Rally is a cornerstone event for the riding community,” says David B. Smith, chairman and CEO of Sonic Automotive. “This year, we are proud to bring riders an unmatched Sturgis experience through expanded motorcycle inventory, exclusive limited-edition products and a rally-week experience designed around what riders value most.”
Sonic is also introducing a limited run of 26 custom “250 Years of Freedom” Harley-Davidson motorcycles commemorating America’s upcoming 250th anniversary.
In addition to the expanded inventory, Sonic is introducing a limited run of 26 custom “250 Years of Freedom” Harley-Davidson motorcycles commemorating America’s upcoming 250th anniversary. The exclusive motorcycles feature custom silver paint, patriotic graphics and commemorative 1776-2026 badging and are available through a pre-sale program beginning immediately.
One of the limited-edition motorcycles was also awarded to the winner of the Quaker State 400 at EchoPark Speedway, tying together Sonic’s automotive and powersports operations.
The dealerships will also offer exclusive Sturgis collector merchandise, including apparel celebrating the 86th rally and a vintage reprint series inspired by Sturgis Harley-Davidson designs from the 1990s and early 2000s.
“Preparing for the Sturgis Rally is a year-round effort that starts with understanding what riders want most from their rally experience,” says Jeff Dyke, president of Sonic Automotive. “This year, we have expanded our inventory, introduced new ways for riders to secure motorcycles before arriving, and developed exclusive products that can only be found through our dealerships.”
With hundreds of thousands of riders expected to visit the Black Hills during the rally, Sonic is betting big on Sturgis as one of the premier retail opportunities of the year. The event remains one of the largest annual retail showcases for new and pre-owned motorcycles, riding gear and aftermarket accessories.
The annual Distinguished Gentleman’s Ride took place on May 17 and brought together 123,600 riders across 1,071 rides in 109 countries, making it the highest number of rides in the event’s history.
A total of $7.53 million was raised, surpassing last year’s total of $7.3 million. The funds were raised to support global programs in prostate cancer research, early detection, and men’s mental health. Since its launch in 2012, The DGR has raised more than $68 million worldwide.
As the Global Motorcycle Partner since 2014, Triumph supports The DGR through rider engagement, dealer activation, fundraising incentives and exclusive product collaborations. Triumph riders accounted for the largest single group of participants, with 26,850 riders taking part globally, collectively raising a record $2.4 million.
“This is our 13th year as the official motorcycle partner of The DGR, bringing riders together in style, community, and purpose,” says Paul Stroud, Triumph’s chief commercial officer. “With the support of our Team Triumph ambassadors, it’s inspiring to see Triumph owners around the world taking part and raising record sums to contribute to the continued success of this remarkable event.”
This year’s event also recognized leading individual fundraisers and contributors from across the global DGR community.
Prize winners and top fundraisers
Gentlefolk Prize winner: Michael Swanwick (Derbyshire, UK)
Michael Swanwick was awarded the Gentlefolk Prize in recognition of his overall contribution to the ride, including fundraising, participation and engagement. He received a one-off Triumph Speed Twin 1200 Cafe Racer DGR Edition.
Top fundraiser: Johnny Scheff (Chicago)
Johnny Scheff from Motoworks, a Triumph dealership, was the highest individual fundraiser globally in 2026, raising $85,154. He was awarded a Triumph Bonneville T120.
Second-place fundraiser: Joseph Mancinelli (Hamilton, Canada)
Joseph Mancinelli raised $64,479 and will select a motorcycle from Triumph’s Modern Classic range to auction.
Third-place fundraiser: Christopher Minks (Metuchen, New Jersey)
Christopher Minks completes the top three global fundraisers for 2026, raising $62,117, and received a Triumph Scrambler 900.
Less than two weeks after the tragic death of champion flat-track racer Dan Bromley, the American Motorcyclist Association has announced that its Amateur Athlete of the Year Award will permanently bear his name, ensuring one of the sport’s most accomplished grassroots competitors is remembered by future generations.
The newly renamed Dan Bromley AMA Amateur Athlete of the Year Award recognizes the top amateur competitor in AMA national championship competition each year. Bromley earned the honor himself in 2011 before launching a successful professional racing career.
Bromley, the 2018 American Flat Track Singles champion and 2025 Adventure Trackers champion, died June 27 following a racing incident in Lima, Ohio. The racing community has continued to honor his legacy, with the AMA’s announcement marking one of the first permanent tributes following his passing.
“AMA amateur racing represents the grassroots of the sport,” AMA President and CEO Rob Dingman said in a statement. “It’s where memories are made, friendships form, family bonds strengthen and future professional racers develop. Dan Bromley, along with the entire Bromley family, epitomizes all those aspirations, and he did so with a humility and excellence rarely matched. It is my great honor to announce that Dan’s accomplishments will be forever memorialized in the Dan Bromley AMA Amateur Athlete of the Year Award.”
Bromley’s amateur résumé remains one of the most impressive in AMA history. Before turning professional, he captured 36 AMA amateur national championships, a total the organization believes may be unmatched during more than a century of AMA-sanctioned competition. He later added additional national titles in vintage and off-road competition, finishing his career with nearly 40 AMA National No. 1 plates.
His breakout 2011 season included the AMA Dirt Track Horizon Award, Grand Championships in the 250cc Modified Two-Stroke and 250cc DTX classes, along with multiple national titles across short-track and TT competition.
Despite his success, Bromley was known for his humility. After receiving the Amateur Athlete of the Year Award in 2011, he credited his younger brother Joseph for helping shape his racing career.
“Having a brother to race and compete with is really helpful because he’s out there helping me on the track, and I’m helping him,” Bromley said at the time. “His lines are usually better than mine, so that helps. Having someone there supporting you on the track and off the track is really important.”
Beyond racing, Bromley had recently transitioned into a leadership role within the AMA after earning a business degree from Penn State. He was hired earlier this year as the organization’s assistant track racing manager, where he helped oversee amateur flat track, road racing and hillclimb competition.
“As arguably the AMA’s most prolific amateur champion, well-educated and with a strong work ethic and level head, Dan was a much-welcomed addition to the AMA Racing Department,” said AMA Chief Operating Officer James Holter. “Dan was poised to help lead AMA racing initiatives well into the future, and all of us at the AMA, who knew Dan as not just a colleague but a friend, are heartbroken over this tragic loss. Through the Dan Bromley AMA Amateur Athlete of the Year Award, future generations of racers will be inspired by Dan’s heart, integrity and indelible dedication to win.”
A third-generation racer from Warrington, Pennsylvania, Bromley grew up immersed in the sport. His family’s dealership, Bromley Motorsports in Trevose, Pennsylvania, became a launching pad for numerous racing careers over six decades, continuing a legacy started by his grandfather, Bob Bromley.
The AMA’s decision to rename its premier amateur award ensures Bromley’s impact will continue to be recognized each year, linking one of the organization’s highest amateur honors with a racer whose career embodied the path from grassroots competition to professional championship success.
In addition to the AMA’s tribute, the Dan Bromley Legacy Fund has been established through Back on Track to support Bromley’s wife, Connar, and their two young children following his passing. Those wishing to support the family can donate or share the fundraiser through the Dan Bromley Legacy Fund.