Powersports Business January 2026 | Page 5

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NEWS

Powersports Business • January 2026 • 5

Piaggio, Vespa top U. S. scooter market as dealer network expands

Piaggio Group Americas closed out 2025 as the top-selling scooter manufacturer in the U. S., capturing a 39 % market share behind continued dealer expansion and strong Vespa brand momentum, according to a Dec. 17 press release.
The company added more than 25 new scooter franchises during the year— including 11 in the third quarter alone— underscoring Piaggio’ s ongoing investment in the U. S. market. One of the newest additions, Moto- Plex Fairfield in Connecticut, has already emerged as a strong performer in the highly competitive Northeast region.
“ Our growth this year is a testament to the incredible work happening on showroom floors every day. Dealers like Moto- Plex Fairfield demonstrate what’ s possible when product passion meets exceptional customer engagement. As we continue to strengthen our network, we’ re seeing renewed energy from both long-established partners and new franchises alike.”— Michael Angeli, vice president of sales for Piaggio Group Americas.
Piaggio added more than 25 new scooter franchises during 2025— including 11 in the third quarter alone
Vespa remains the cornerstone of Piaggio’ s scooter success in the U. S., where the brand has become synonymous with the category over the past eight decades. The company’ s broader Piaggio and Vespa lineup spans entrylevel 50cc models through highway-capable scooters exceeding 300cc, appealing to both urban commuters and lifestyle-focused riders.
Piaggio executives point to product diversity and Italian design as key drivers of sustained demand. The brand has continued to expand displacement offerings to better serve metropolitan riding needs while maintaining Vespa’ s iconic styling and premium positioning.
Looking ahead, Vespa will celebrate its 80th anniversary in 2026 with a global
event in Rome and a special-edition 80th Anniversary scooter lineup, including Primavera and GTS models. The commemorative series features a heritage-inspired Verde Pastello colorway and exclusive badging, creating limited-edition opportunities for dealers.
Piaggio Group is also preparing to re-enter the U. S. scooter segment under its Aprilia brand in 2026 with the all-new SR GT 400. Positioned as an“ adventure scooter,” the SR GT 400 blends urban commuting capability with light off-road versatility, expanding Aprilia’ s reach beyond traditional performance motorcycles.
“ Vespa has been an icon for more than eight decades, and seeing its momentum accelerate in the United States is both a privilege and a responsibility,” adds Andrea Gucciardi, president of Piaggio Group Americas.“ We remain committed to investing in the U. S. market, expanding access to our products, and supporting a dealer network that shares our vision for the future of scooters.”

Teri Lynn elected to MIC board; Robin Hartfiel wins reelection as industry faces 2026 headwinds

Motorcycle Industry Council( MIC) members have elected Teri Lynn, U. S. sales director at Troy Lee Designs, to the MIC board of directors and re-elected Robin Hartfiel, editor of Dealernews, for another term. Jim Woodruff, CEO of National Powersport Auctions, will conclude his service when his term ends in January.
The leadership changes come as the association and its members prepare for continued economic and regulatory pressure heading into 2026. MIC Board Chairman Derek Brooks of Yamaha Motor Corporation, U. S. A., pointed to tariffs, technology shifts, and policy changes as key challenges facing the industry.
For dealers, the board’ s composition matters as MIC advocacy and priorities increasingly center on profitability, regulatory clarity, and long-term market access. Lynn brings a brand-side, field-informed
Newly elected board member Teri Lynn of Troy Lee Designs( left) and returning board member Robin Hartfiel of Dealernews.( Photo: MIC. org)
perspective from Troy Lee Designs, while Hartfiel’ s re-election maintains continuity from the dealer and media side.
Lynn called her election both a professional and personal milestone, emphasizing support for riders, retailers, and manufacturers across the ecosystem. She highlighted a focus on strengthening dealer networks, improving the end-to-end rider experience, and helping the industry adapt to changing consumer expectations and rapid technological advancement.
Hartfiel, who has been involved with MIC since the early 1990s, underscored the importance of steady leadership amid mounting challenges. He cited the association’ s work navigating Covid-era disruptions and addressing emerging regulatory issues such as PFAS as examples of why sustained engagement is critical.
MIC President and CEO Christy LaCurelle said the board will play a central role as the association navigates ongoing economic, regulatory, and market pressures, noting that collaboration among members, the board, and staff remains key to delivering value to the industry.
MIC BOARD OF DIRECTORS BEGINNING IN 2026:
• Chairman: Derek Brooks, Yamaha Motor Corporation, U. S. A.
• Vice Chairman: John Hinz, KTM North America
• David Baker, BRP
• J. R. Burke, Polaris
• Ashmore Ellis, Babes Ride Out / Babes in the Dirt
• Kerry Graeber, Suzuki Motor USA
• Robin Hartfiel, Dealernews
• Paul Langley, LeMans Corporation
• Erik Larson, Piaggio Group Americas
• Rod Lopusnak, Triumph Motorcycles America
• Teri Lynn, Troy Lee Designs
• Shawn McLean, BMW Motorrad USA
• Bill Savino, American Honda Motor Co.
• Eric Sievers, Kawasaki Motors Corp., U. S. A.

U. S. techs shine at Yamaha World Technician Grand Prix

Two U. S. dealership technicians delivered standout performances on the global stage at the 2025 Yamaha World Technician Grand Prix, held Nov. 18 – 21 at Yamaha Motor’ s global headquarters in Iwata, Japan.
Brian Ladner of Macomb Powersports in Chesterfield, Michigan, earned a thirdplace finish, competing against top Yamaha technicians from around the world in one of the industry’ s most demanding service competitions.
Also representing the U. S., Aaron Lawson of MOMS Foxboro in Foxborough, Massachusetts, impressed judges and peers alike with a dramatic late push, successfully reassembling and delivering his MT−07 in the final minutes of the event— a display of technical skill and composure under pressure.
“ We are incredibly proud of Brian and Aaron for representing the United States with such professionalism and dedication,” says John Grubb, Yamaha Motor University manager.“ Their performance reflects the highest standards of Yamaha service excellence and the commitment of our dealer network to customer satisfaction.”
The Yamaha World Technician Grand Prix, held every two years, brings together elite technicians from Yamaha dealer networks worldwide to compete in rigorous hands-on technical challenges. The event underscores Yamaha’ s continued investment in technician training and service quality— a key differentiator for dealers in today’ s competitive market.
A full recording of the 2025 World Technician Grand Prix livestream is available on Yamaha’ s official YouTube channel, offering dealers a behind-the-scenes look at the competition and the technical standards required to compete at the global level.
Two U. S. dealership technicians delivered standout performances on the global stage at the 2025 Yamaha World Technician Grand Prix, held Nov. 18 – 21 in Japan.( Photos: Yamaha Motor Corp.)