40 • August 2026 • Powersports Business

AI DOESN’ T CHANGE FUNDAMENTALS 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.

BACK TO THE BASICS 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.

FEATURES Both bikes are powered by a liquid-cooled 585cc paralleltwin 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 twinsided swingarm. Fully adjustable KYB suspension includes a

The Atlas represents a fusion of rugged capability with modern design and is crafted to elevate everyday exploration and adventures.( Photo: Norton) See Norton, Page 41