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Powersports Business • May 2026 • 29

Yuasa Battery has appointed Thomas Charno as vice president of sales and marketing, underscoring its ongoing focus on growth across dealers, distributors and OEM partners.

Charno succeeds Kazuhi Yoshioka, who has led the company’ s sales and marketing efforts since 2021. Yoshioka will return to Japan to take on a new role with parent company GS Yuasa, where he will continue supporting global operations.

LEADERSHIP TRANSITION During his tenure, Yoshioka helped strengthen distributor relationships, navigate market challenges and position the company for long-term growth.

“ On behalf of the entire Yuasa team, we want to thank Kazuhi for his leadership and the strong foundation he has built. We are excited to build on that momentum as

Tom steps into this role,” says Ryo Okubo, president and CEO.

Yoshioka expressed confidence in the transition, noting Charno’ s ability to further develop the sales organization and leverage Yuasa’ s global strengths.

DEALER AND DISTRIBUTOR FOCUS For dealers, the leadership change signals continued emphasis on strengthening distribution channels and improving the company’ s go-to-market strategy.

Charno brings more than 20 years of experience in sales, marketing and commercial strategy within engineered manufacturing sectors. His background includes building customer-focused programs, developing key account relationships, and leading high-performing sales teams.

“ As an industry outsider, he offers a fresh

perspective that can help drive innovation and customer value,” the company said in a statement.

GROWTH STRATEGY AHEAD In his new role, Charno will oversee sales and marketing strategy, lead growth initiatives and work closely with OEM and distributor partners. He will also help align product development with market demand while leveraging Yuasa’ s U. S. manufacturing footprint.

“ I’ m honored to join Yuasa at such an important time,” Charno says.“ I look forward to working with our distributors, OEM partners and internal teams to build on that foundation and continue delivering value to the market.”

Yuasa Battery supplies powersports batteries for motorcycles, ATVs, UTVs and personal watercraft, with products distributed through OEM and aftermarket channels worldwide.

Thomas Charno( left) succeeds Kazuhi Yoshioka, who has led the company’ s sales and marketing efforts since 2021. Yoshioka will return to Japan to take on a new role with parent company GS Yuasa.( Photo: Yuasa Battery Inc.)

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are packaged for efficiency in dealership service departments and can be used during routine tire installation or replacement.

“ Adding Counteract’ s motorcycle and offroad balancing solutions gives our dealers access to internal balancing options that span multiple powersports segments,” says Alex Lesslie, divisional purchasing director at Turn 14 Distribution.“ This product line supports both on-road and off-road applications and fits naturally within the service workflows of powersports dealers and service departments.”

Internal balancing products can streamline tire installs by eliminating the need for external weights

WHY IT MATTERS Internal balancing products can streamline tire installs by eliminating the need for external weights, potentially reducing labor time and providing an additional upsell during tire replacement.

The expanded catalog also allows dealers to source more service-related products from a single distributor, simplifying ordering and inventory management. With demand for UTV and ATV service continuing to grow, especially in off-road-heavy regions, products like Counteract’ s balancing kits offer another way for dealerships to capture service revenue and differentiate their maintenance programs.

Turn 14 Distribution said the addition aligns with its broader strategy of providing dealers with access to specialized aftermarket solutions that support modern vehicle service and maintenance needs. Authorized dealers can access the new product line through the company’ s online ordering platform.

OWNER / PARTNER / PRESIDENT / CEO MANAGER VP & GM

have more than 2 locations

September 2024 • Volume 27, Number 9

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Offering daily touch-points for a well-rounded industry experience!

November 2024 • Volume 27, Number 11

www. powersportsbusiness. com INSPIRING SUCCESS THROUGH MARKET INTELLIGENCE

Father-daughter duo share passion for dealership

NVP impresses in Milwaukee!

Events, Podcasts, Webinars, Market

Data Book & Custom Content

20 18

Father-and-daughter duo Mike Venziano and For 2025, Polaris offers an expanded warranty across

Misty Rohdes own Rich’ s Yamaha of Lockport, the Ranger lineup, new trim offerings, refreshed style,

Illinois, and passionately run their dealership updated colors, and graphics on select models, and alongside other family members. upgrades to its RZR Pro line. Photo courtesy of Polaris

Accelerate opens early bird registrations!

23

For those adding the Powersports Business Accelerate Conference to their 2025 calendars, we invite you to register today to receive the early bird discount!

3

In a nostalgic return to its roots, the Best Operators Club( BOC) just celebrated its 36th anniversary in Madison, Wisconsin— the very place where it all began in 1988.

Service tech buys dream dealership, continues wrenching

4

The 2024 North American NVP Product Expo at the newly expanded Baird Center on September 7−8 exceeded expectations and broke new ground with its extensive floor plan.

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See page 24

Dealer shares racing and b