By Dave Mcmahon | Contributor
Powersports dealers in North Carolina have shown their organizational strength for years via their support of the NC Motorcycle Dealers Association. With President Chris Brewer (Brewer Cycles) at the helm, the NCMDA is among the top two most productive associations in the country, alongside Texas.
So it was no surprise that the speaker lineup at the NCMDA Winter Meeting at the Washington Duke Inn and Golf Club in March featured State Sen. Steve Jarvis. In 2021, Jarvis worked alongside Kyle Wrightenberry (Unseen Pass), Brewer and the NCMDA to gain support for the eventual laws that allows outfitted side-by-sides to be street legal in North Carolina by bringing a modified side-by-side to the State Legislature. Politicians buckled in for their demo ride. When the wind blew their ties one way and their hair the other during the ride, dealers in the state were nearly assured that a successful passage of the bill was pending. The lawmakers’ smiles said it all. Jarvis also guided the successful ATV/side-by-side titling bill.
Today, it’s not uncommon for dealerships in the state to sell a variety of street-legal accessories like turn signals, horns and windshields when a side-by-side is purchased. In fact, it’s a penetration rate of anywhere from 30-50%, according to dealers we talked to. And for those additional lines on the Purchase Order, North Carolina dealers can thank the NCMDA. So, if your dealership is not yet a member, head on over to NCMDA.com to join.
Jarvis and Brewer pointed out at the Durham meeting that they will now be tag-teaming efforts to lower the state’s tax rate on powersports vehicles, which at 7-plus percent on a big-ticket side-by-side can make a prospective buyers consider making their purchase from a dealership in a neighboring state in order to save thousands of dollars.
“That’s our main goal now – decreasing the tax rate,” Chris Brewer said. “The prices of side-by-side vehicles are so expensive that the tax rate adds thousands of dollars on certain units.”
Senator Jarvis also will be trying to add dirt bikes to the titling legislation.
Dealers appear to be catching on that the NCMDA brings influence at the capitol. That’s likely why there was an impressive number of statewide dealerships represented at the meeting.
“It’s great to have legislators in attendance who support powersports dealerships,” said NCMDA Vice President Justin Alpiser of Team Powersports. “It’s helpful to talk about our concerns because we’re an important part of our local economic engines.”
The barstool chatter included January and February sales results that were, in general, positive and strong.
A sprucing up that might as well be called a complete interior renovation at the Garner location of Team Powersports certainly has helped customers take notice. From new flooring to slatwall and more, there’s plenty for customers to notice.
“It’s like walking into a new store,” Alpiser said. “We figured it was going to be nice, but yeah, it really turns your head when you walk in compared to the old space.”
Rider’s Advantage and Synchrony teamed up to sponsor cocktails and hors d’oeuvres on March 14. It started a great two days of successful planning and preparation by NCMDA Executive Director Lisa Brewer.
The meeting started at 8:45 a.m. on March 15, with registration, check-in, and coffee sponsored by Farris Insurance and Live Oak Dealer Services. The general membership meeting included Jarvis taking the stage to discuss legislative issues that are of concern to dealership owners.
The lineup also featured speakers representing First National Bank, Federated Insurance, Rider’s Advantage, Triangle Risk Advisors, Live Oak Dealer Services, Motorsports Marketing Group, Synchrony, Torque Group, Farris Insurance, Aegis Powersports, Law Tigers, Sport Bike Chic, Vitu, ZiiDMS, Sheffield Financial and B.U.D.S. Foundation.
Door prizes sponsored by Triangle Risk Advisors, Synchrony, Torque Group, Sheffield Financial and ZiiDMS brought a late afternoon close to the day. Federated, First National Bank and Aegis sponsored a catered southwestern luncheon buffet.
After they join the NCMDA, North Carolina dealers are encouraged to become members of the PowersportsDealerShowcase – North Carolina Collective, a private LinkedIn group that I host. Send an email to davemcmahon68@gmail.com to get your invitation to join for free. State-specific surveys, polls, articles, videos and more content have been viewed more than 200 times by members of the NC Collective. The NC Collective has more members than any other state Collective.
Contact McMahon at Dave.McMahon@Ready2Ridemobile.com.
Sonic Automotive is accelerating its push into powersports retail, announcing the acquisition of five Harley-Davidson dealerships across key U.S. markets as part of its ongoing growth strategy.
The newly acquired stores — located in California, Florida, Georgia and North Carolina — include San Diego Harley-Davidson, Falcon’s Fury Harley-Davidson, Space Coast Harley-Davidson, Treasure Coast Harley-Davidson and Raging Bull Harley-Davidson. The additions expand Sonic’s reach in some of the country’s most active riding regions and deepen its presence within the Harley-Davidson dealer network.
The move builds on strong financial momentum for the Charlotte, North Carolina-based retailer. Sonic reported record 2025 revenue of $15.2 billion and gross profit of $2.4 billion, while its powersports division generated a record $202.9 million in revenue and $11.5 million in adjusted EBITDA — reinforcing the segment as a growing contributor to overall performance.
“This acquisition represents a pivotal step in our long-term growth plan… extending our reach within the high-growth powersports business and further diversifying our portfolio,” says David B. Smith, chairman and chief executive officer of Sonic Automotive.
Following the acquisitions, Sonic Powersports now operates 20 rooftops nationwide, representing 46 franchises, including nine full-service Harley-Davidson dealerships. The company has rapidly scaled its powersports presence in recent years and is now expected to rank among the top five dealer groups in the U.S.
Sonic has also leveraged marquee destinations such as Black Hills Harley-Davidson and Sturgis Harley-Davidson to build brand equity and drive volume. During the 85th Sturgis Motorcycle Rally, the retailer reported selling more than 1,100 motorcycles at its Sturgis location, highlighting its ability to execute high-volume retail operations tied to major events.
Jonathan Root, chief commercial officer and CFO of Harley-Davidson, said the expansion strengthens the OEM’s retail network.
“Sonic’s commitment to operational excellence, customer engagement, and community-building reflects the core values of our brand,” Root says.
The company’s powersports portfolio also includes multi-brand stores such as Team Mancuso Powersports locations and Motorcycles of Charlotte and Greensboro, representing OEMs including Kawasaki, Polaris, BRP, Yamaha, Ducati, Indian Motorcycle and BMW Motorrad.
President Jeff Dyke said the investment underscores Sonic’s broader diversification strategy.
“This investment in powersports is a clear indicator of Sonic Automotive’s ongoing commitment to expansion across dynamic growth markets,” Dyke says.
With continued consolidation across the dealership landscape, Sonic’s latest acquisitions highlight the increasing role of large, well-capitalized groups in shaping the future of powersports retail through scale, operational efficiency and expanded customer engagement.
The North American Trailer Dealers Association (NATDA) has announced a strategic partnership with NCM Associates aimed at strengthening education, peer networking and operational support for trailer dealers.
As part of the agreement, NCM Associates has been named NATDA’s education partner and exclusive service management training provider. The collaboration will focus on delivering programs tailored specifically to the needs of trailer dealerships.
The partnership introduces access to trailer-focused 20 Groups, leadership and service workshops, benchmarking data and training incentives designed to help dealers improve profitability and performance.
A central component of the partnership is the expansion of NCM’s 20 Group program within the trailer segment. These groups bring together non-competing dealers to share financial data, compare performance metrics and exchange best practices in a confidential, facilitated setting.
Mark Spader, a 20 Group moderator with NCM Associates, said the collaboration will provide trailer dealers with access to benchmarking and peer collaboration tools that support stronger decision-making and long-term growth.
NATDA members will now have access to 20 Groups built specifically for trailer dealers, along with a new “Express” format designed for smaller operations. The hybrid option combines virtual and in-person engagement, allowing dealers to participate with reduced travel costs while maintaining regular collaboration and insights.
NCM Associates will also play a visible role at the upcoming NATDA Trailer Show, scheduled for Sept. 1–3 in Nashville. The company will host three education sessions focused on improving dealership operations: Parts management strategies; Service department performance; And a Mock 20 Group session.
Corey Langley, NATDA’s director of exhibits and partnerships, added that the agreement is intended to deliver practical, cost-effective resources that help dealers improve performance and build more resilient businesses.
The sessions are designed to give dealers practical tools they can apply directly to their businesses, while also introducing the peer-group model. Additional details on future programs and initiatives tied to the partnership will be released in the coming months.
A recent tariff revision by the Trump administration could reshape the outlook for the motorcycle industry, offering targeted relief for certain finished units while leaving broader cost pressures in place.
The updated Section 232 proclamation, which took effect April 6, removes some finished motorcycles from the derivative-product list tied to tariffs on steel, aluminum and copper. As a result, those motorcycles are no longer subject to Section 232 duties — a move welcomed by industry stakeholders after months of concern about potential expansion of the tariff structure.
Industry advocacy groups, including the Motorcycle Industry Council, Recreational Off-Highway Vehicle Association, and Specialty Vehicle Institute of America, had pushed back against broader inclusion proposals. Hundreds of letters were submitted through the MIC’s channels, urging a more balanced approach to trade policy.
Despite the adjustment, the policy stops short of a full rollback, according to the MIC Ride Report. Tariffs remain in place on many core metal imports, and the revised structure introduces new calculation methods, including full-value assessments and material-content thresholds for downstream goods.
“This appears to create more favorable treatment for some finished motorcycles, but aftermarket and replacement parts are still likely to be captured at 25%,” says Scott Schloegel, senior vice president of government relations for MIC, ROHVA and SVIA.
Schloegel added that the changes could also significantly impact certain imported four-wheel products, with effects varying based on classification, sourcing and intended use. He advised companies to consult trade counsel to better understand how the revised rules apply to their specific product lines.
The updated framework also leaves the door open for further changes. The U.S. Department of Commerce and the Office of the United States Trade Representative retain authority to add derivative products on a rolling basis and have been directed to report back within 90 days on the program’s effectiveness.
For dealers and manufacturers, the takeaway is mixed. While the exclusion of certain finished motorcycles may ease pricing pressure in some segments, continued tariffs on materials and parts — particularly in the aftermarket — could still impact margins, inventory costs and consumer pricing.
MIC is encouraging companies to closely review supply chains and product classifications as the revised tariff structure takes hold. The associations say additional guidance or adjustments are possible in the coming months.
Be sure to check out the latest episode of Power Hour with MIC’s Scott Schloegel as we discuss the latest on tariffs, the Capitol Hill Fly-In, and the effects of PFAS legislation.
Central Powersports Distribution (CPD) has appointed Erik Hoagenson as its new marketing and social media coordinator, expanding the company’s digital marketing and dealer engagement efforts.
Based in Marshall, Texas, CPD distributes several boutique European motorcycle brands in the U.S. powersports market, including Rieju, Fantic, AJP, Electric Motion and YCF. The company also distributes aftermarket brands such as X-Grip, Rtech, Hebo and WRP.
In his new role, Hoagenson will lead CPD’s digital marketing initiatives, coordinate dealer-focused promotional programs, and help strengthen the company’s online presence across the U.S. powersports market.
His responsibilities will include coordinating marketing campaigns with dealers, developing social media strategy, supporting collaborative promotions with CPD’s OEM partners, and expanding digital communication with the company’s dealer network.
Hoagenson brings more than 20 years of experience in design, marketing and brand development, with a background that blends creative design with operational marketing.
“I’m excited to join CPD and contribute to a growing network of dealers and riders who are passionate about these unique European brands,” Hoagenson says. “There’s tremendous opportunity to support dealers with strong marketing tools and help bring more attention to these machines in the U.S. market.”
CPD said the hire reflects its ongoing focus on strengthening dealer support and expanding awareness of niche European off-road and trials brands in the United States.
The distributor works with a nationwide network of dealers and riders, providing product distribution, dealer support programs and marketing initiatives aimed at the off-road, trials and specialty powersports segments.
The previously reported consolidation of Harley‑Davidson dealerships in Virginia’s Hampton Roads region is now clearer following the completed sale of Bayside Harley‑Davidson in Portsmouth.
As we reported in February, Hampton Roads Harley‑Davidson and Southside Harley‑Davidson announced plans to combine operations at the Portsmouth location of Bayside Harley‑Davidson, signaling a broader strategic shift in the market.
That move coincides with the March 6 transaction in which Bayside Harley‑Davidson was sold by longtime owner Maurice Slaughter to Michael Veracka of MOD Enterprises. The deal was brokered by Performance Brokerage Services, which served as the exclusive sell‑side advisor.
The acquisition is part of a larger effort to streamline operations in the Hampton Roads market, bringing multiple dealerships under a unified ownership structure. Operations for the combined stores are centered at the Portsmouth location, where Bayside will be rebranded as Ironclad Harley‑Davidson.
The consolidation aligns with earlier messaging from the dealerships, which emphasized continuity for customers and staff. According to a joint announcement in February, the transition brings together more than a century of Harley‑Davidson experience, with employees from all locations offered positions within the new organization.
For Veracka and MOD Enterprises — widely recognized as the largest Harley‑Davidson dealership group in the U.S. — the move reinforces a multi‑store strategy focused on scale and operational efficiency. The group also operates Riverside Harley‑Davidson, known as the world’s top‑volume Harley‑Davidson dealership by new unit sales.
Slaughter, who spent more than 25 years in the motorcycle business after entering from the automotive sector, built Bayside Harley‑Davidson into one of the industry’s most recognized stores. The dealership earned multiple national accolades, including Top‑10 and Top‑100 rankings from Dealernews, as well as recognition for its service department and dealership theme.
The transaction also highlights the continued role of buy‑sell activity in reshaping the powersports retail landscape. Performance Brokerage Services noted it has advised on nearly 450 dealership transactions over the past five years, underscoring the pace of consolidation across the industry.
The Hampton Roads realignment reflects broader trends impacting the Harley‑Davidson network and powersports retail overall. Market pressures, succession planning, and the pursuit of operational efficiencies are increasingly driving multi‑store ownership models and regional consolidation strategies.
Michael Veracka, Owner of MOD Enterprises, shares, “It was a great pleasure to work with George Chaconas of Performance Brokerage Services on the buy/sell of Bayside Harley‑Davidson, Virginia’s #1 Harley‑Davidson Dealer! They did an outstanding job coordinating efforts to facilitate the buy/sell of Bayside Harley‑Davidson while simultaneously helping Harley‑Davidson Motor Company optimize the local dealer network, consolidating Southside Harley‑Davidson and Hampton Roads Harley‑Davidson in the local market. Without the support of Performance Brokerage Services, this deal would not have happened.”
The recently renamed dealership, Ironclad Harley‑Davidson, will remain at its current location.