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Powersports Business • November 2025 • 11

How AI can help dealers work smarter, not harder

BY JACOB BERRY
CO-FOUNDER OF MOTOHUNT / HOST OF THE DEALERSHIP FIXIT PODCAST
Artificial Intelligence( AI) is no longer a futuristic idea— it’ s one of the most practical tools powersports and motorcycle dealers can use to save time, streamline operations, and deliver a better customer experience.
In a recent episode of the Dealership Fixit Podcast, I sat down with Brent Wees, certified AI trainer, marketing strategist, and founder of IdeaMeetPlan. Wees has been helping dealers and vendors adopt AI in simple, realistic ways. His advice shows how any dealership can use AI to work smarter, not harder.
START SMALL Wees says one of the biggest mistakes dealers make with AI is trying to use it for everything at once.“ Dealers ask AI to‘ fix everything,’” he says.“ That’ s too big of a question to ask. You’ ll get overwhelmed.”
Instead, pick one department or task that eats up time daily— writing follow-up emails, drafting blog posts, updating inventory, or creating training outlines. The goal is to earn quick, repeatable wins that free up hours every week.
Small improvements compound fast. Once you see the time savings, you’ ll be ready to expand AI into other parts of the store.
TRAIN IT LIKE A NEW HIRE When dealers ask whether AI is truly intelligent, Wees has a simple answer: treat it like a new employee.
AI doesn’ t automatically understand your tone, brand, or customer base. It has to be trained— just like a new team member. That means feeding it your dealership’ s brochures, About Us page, product descriptions, and examples of your preferred writing style.
“ The more you give it, the better it works,” says Wees.
Veteran staff often make the best AI trainers because they understand what works with customers. If they can translate that expertise into AI prompts, the results are remarkably accurate.
For example, asking AI to“ write a blog about the 2020 Street Glide” will give you something generic. But prompting it with:“ You are a Harley-Davidson copywriter. Write in our brand voice, highlight performance features, keep it under 600 words, and avoid filler,” produces content that feels authentic to your store.
USE THE RIPE FRAMEWORK To make AI easier to manage, Wees teaches a simple formula called RIPE:
• Role – Tell AI what job it’ s performing( writer, trainer, adviser).
• Instructions – Be specific about what you want.
• Parameters – Set rules like tone, word count, or style.
• Example – Provide a sample of your brand’ s voice or previous work.
This framework transforms vague commands into dealership-ready content and ensures consistency across departments.
BUILD AN ARMY OF AI AGENTS Wees also encourages dealers to build AI“ agents”— reusable digital assistants that handle repetitive tasks. You can have one for follow-up emails, another for inventory descriptions, and one that writes your monthly blog or social posts.
Over time, these agents form a small“ AI workforce” that takes on routine work so staff can focus on customers and sales. Some dealers are already using custom agents for HR, payroll, and parts ordering.
“ It’ s not about replacing people,” Wees emphasizes.“ It’ s about giving them back time to do the important stuff.”
WHERE TO START According to Wees, three dealership departments can see almost immediate benefits:
• BDC / Internet sales – Use AI for followups and lead handling. It boosts consistency and accountability.
• Marketing – Generate ad copy, social posts, and blogs faster while maintaining brand voice.
• Inventory – Clean up data files, write better product descriptions, and use insights to forecast demand.
Each area gains efficiency without losing the human touch.
DON’ T WAIT Dealers who ignore AI risk falling behind fast.“ If you sit out a year while your competitor adopts AI, they’ ll be miles ahead,” said Wees.“ They’ ll reach more customers, create more content, and run leaner operations.”
The good news? The learning curve is short. Start with one task, test results, and grow from there. As Wees summed it up:“ Start somewhere. Get your reps in. Small wins turn into big wins.”
AI isn’ t replacing people— it’ s removing repetitive, time-consuming work so your team can do what they do best: sell bikes and build relationships.
To hear the full conversation with Brent Wees, check out the Dealership Fixit Podcast on YouTube, Spotify, or Apple Podcasts.
Jacob Berry is co-founder and vice president of growth at MotoHunt, host of the Dealership Fixit Podcast, and adviser to powersports and motorcycle dealerships nationwide.

Today’ s hiring landscape: Hooking top talent

Photo by Easy-Peasy. AI
Industry recruiting expert Jan Plessner of Action Recruiting shares practical strategies for powersports dealers navigating today’ s tightening labor market— and how creativity, smart technology, and realistic hiring expectations can help attract and retain top talent.
As the post-election economy levels out and consumer spending slows, most dealers are holding staffing levels steady. This mirrors recent Motorcycle Industry Council( MIC) JAN PLESSNER data— but it doesn’ t mean hiring should pause. Now is the time to refine your team, strengthen retention, and sharpen your recruiting strategy.
LEAD WITH CREATIVITY When traditional recruiting methods stop producing results, creativity becomes your competitive edge.
Some clients facing cash-flow challenges have implemented flexible, interest-free pay-
ment plans through the year-end. While we can’ t change the economy, small, innovative steps like these can ease pressure and build long-term loyalty.
RELOCATION ROI Relocating experienced technicians remains one of the toughest challenges in today’ s job market. One of our clients in the Southeast recently hired a certified A-level powersports technician from Alaska— thanks to an open-minded HR director willing to explore new options.
Ask yourself: How long would it take to recover an extra $ 5,000 in relocation or signing bonus costs once that new technician is producing revenue?
If your local talent pool is limited, be ready to go the extra mile. Consider offering:
• Relocation or signing bonuses
• A paid visit for the candidate’ s spouse or family
• Temporary housing or moving support
• Additional paid time off
• Professional development or mentorship opportunities
• Team-based perks such as ride days or monthly lunches
BEYOND THE“ UNICORN HIRE” If a master-level technician isn’ t available, it may be time to expand your search. Many capable B- and C-level technicians are willing to relocate and eager to advance. Upskilling mid-level talent can improve retention, reduce costs, and strengthen your service department for the long term.
Key question: Are you including motivated mid-level talent with growth potential in your hiring strategy?
USING AI THE RIGHT WAY Artificial intelligence can be an effective tool for repetitive or administrative tasks— but it should never replace human judgment.
We use AI to maintain accurate job postings and match candidates efficiently based on preferences gathered during onboarding. It saves time and streamlines the process, but human touch remains essential for quality results.
Ask yourself: How can automation free your team to focus on higher-value recruiting activities?
UPGRADE FOR EFFICIENCY Technology upgrades can quickly improve productivity. This summer, we transitioned
to a new applicant tracking system with a simpler interface and better integration. The switch required training and adjustment, but the time savings were immediate.
Action item: Identify one outdated system or tool you can replace this quarter to save time or improve hiring results.
TIME IS MONEY Every operational efficiency adds up. Audit one outdated process. Add one new perk to attract stronger candidates. Explore one software upgrade that saves time.
Incremental improvements can deliver measurable gains in recruiting effectiveness and employee quality— both critical advantages in a competitive labor market.
After a 23−year career with Kawasaki Motors Corp., USA, Jan Plessner launched her motorcycle and powersports recruiting career in 2012. Action’ s client roster includes small and large individual powersports and motorcycle dealerships, as well as large multilocation dealership groups and networks. The firm also caters to aftermarket companies, service and supportoriented agencies and select manufacturers from coast to coast.