Powersports Business October 2025 | Page 24

24 • October 2025 • Powersports Business

MOTORCYCLE www. PowersportsBusiness. com

SONIC

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tory ran low, highlighting the importance of partnerships in high-volume sales events.
sales tools that allow employees to appraise trade-ins, handle financing, and sell F & I products without leaving the customer’ s side.
“ Last year, trade valuations averaged about an hour; this year, we reduced that to under six minutes,” Dyke claims.“ Once a customer makes a decision, they don’ t want to wait around. They want to get on the road, and our technology allows us to make that happen.”
EchoPark’ s one-price model, a transparent and upfront pricing model, has also been applied to powersports, eliminating negotiation and fostering trust.“ Consumers are smart,” Dyke says.“ Put the right price on the right bike at the right time, and you don’ t have to haggle. It’ s all about creating a smooth, efficient experience.”
INVENTORY STRATEGY Sonic leveraged its multilocation footprint to strategically move inventory. During Sturgis, the company shifted motorcycles from its Texas stores to meet high demand and even cross-merchandised products— placing trucks with motorcycles to attract customers shopping across categories.
“ We traded nearly 700 motorcycles at the rally, including about 150 metric bikes,” Dyke adds.“ Having multiple locations allows us to move inventory efficiently, ensuring the right bikes are in the right place at the right time. If we had more inventory, we could have easily sold 2,000 bikes instead of 1,105.”
Harley-Davidson’ s support was also key. Dyke said the manufacturer helped supply additional motorcycles when local inven-
EVENT-SPECIFIC STRATEGY The 85th Sturgis Rally was the first time Sonic could sell motorcycles directly in Sturgis, rather than requiring attendees to purchase from a nearby location. Dyke noted that being“ where the fish are” is critical. The dealership opened new facilities and purchased adjacent property to accommodate sales and merchandising, ensuring customers had a complete on-site experience.
“ Our goal is to create an environment where the customer can efficiently buy, trade, and leave happy,” Dyke says.“ We want them on the road enjoying their motorcycles, not stuck in paperwork.”
LESSONS FROM AUTOMOTIVE RETAIL Dyke repeatedly emphasized to us that automotive retail strategies are directly transferable to powersports. From CRM systems to reconditioning processes, he says the key is combining technology with well-trained staff to deliver a top-tier customer experience.
“ The world gets caught up in tariffs, cyberattacks, or the latest crisis,” Dyke says.“ We just focus on the basics— process, technology, customer experience, and taking care of our teammates. That’ s the magic dust that makes it work.”
GROWTH PLANS Looking ahead, Sonic plans to continue expanding its powersports footprint. Recent acquisitions, such as Motorcycles of Charlotte and Mancuso in Houston, provide the company with the experience and infrastructure to scale further. Dyke said the company intends to grow thoughtfully, upgrading
facilities, hiring and training staff, and leveraging technology to enhance both new and pre-owned sales.
“ The margins are good, the people are fun, and the passion from the customer base is incredible,” Dyke says.“ We want to continue building an amazing powersports business that offers an exceptional experience for everyone involved.”
The record-setting sales effort was helped achieve by the mobilization of more than 500 team members to Sturgis and introducing new activations such as a limited-edition Sturgis Rally motorcycle, a commemorative ride connecting all five de alerships, and the launch of the 85th Founders Club to recognize loyal riders.

Kymco launches into a new era of super touring scooters

Kymco USA just announced its nationwide launch of the AK550i Premium, a next-generation maxi-scooter that provides riders with an ensemble of power, comfort, and cutting-edge technology.
Whether on daily commutes or longdistance adventures, with its 550cc twincylinder, four-stroke engine, the AK550i Premium delivers performance for both the open road and city streets.
Building on the AK550i platform, the Premium model introduces rider-first features that elevate comfort, safety, and control:
• Electrically-adjustable windshield
• Cruise control
• Dual power modes
• Electronic throttle control
• Rider-focused integrated center console
• Advanced intelligent braking system
• Traction control system
• New full LED design
Available in sleek black and flat brown, the AK550i Premium is priced at $ 12,199. If you are a dealer looking to add an AK550i Premium to your showroom, learn more about how you can become a Kymco dealer by visiting kymcousa. com or calling( 864) 327−4744.
Kymco’ s AK550i Premium offers the comfort of a scooter with the performance of a motorcycle.( Photo: Kymco USA)

Husqvarna updates its 701 Enduro and Supermoto bikes

Husqvarna Mobility announced the 2026 701 Enduro and 701 Supermoto models— two machines the manufacturer says were upgraded with stronger engines, new bodywork, and advanced technology.
701 ENDURO Dynamic Slip Adjust( DSA) is a brand-new feature on the 701 Enduro. Available exclusively in optional Rally Mode, it automatically adjusts the permitted rear wheel slip based on the available traction in any given situation. Importantly, DSA is designed solely to increase rear wheel slip by lowering the level of Motorcycle Traction Control( MTC) when additional spin is needed.
In practice, if a rider is using a high MTC setting and hits a muddy patch or steep climb, the system temporarily allows more wheel spin without cutting engine power. Once traction is regained, torque and slip levels automatically return to the original MTC setting.
701 SUPERMOTO Supermoto + ABS, fitted to the 701 Supermoto, builds on the popular Supermoto ABS Modes from previous generations. This new feature allows riders to deliberately slide the rear
Both the 701 Enduro and the 701 Supermoto, pictured above, feature a redesigned LC4 engine that is compliant with the latest emissions requirements.
wheel through a limited angle when entering corners. During this maneuver, ABS remains active on the front wheel for continued stability.
Also exclusive to the 701 Supermoto, the new Sport ABS enables the rider to brake more aggressively before the ABS intervenes, with control maintained on both the front and rear wheels. Compared to Road ABS, Sport ABS permits higher brake pressure at greater lean angles, offering improved control and allowing experienced riders to brake harder before ABS engagement.
NEW UPDATES Both bikes now feature a redesigned LC4 engine that is compliant with the latest emissions requirements. This single-cylinder engine produces linear and controllable power, ensuring performance with chassis agility and handling. Additionally, the updated WP suspension and new electronics include advanced ride modes and ABS options.
Each updated 701 model includes a new 4.2−inch TFT dashboard, which offers enhanced connectivity and a modern interface. An RPM display and gear selection indicator are clearly visible, while the overall layout stays slim and minimal in its design.
From the handlebars, riders can quickly personalize their motorcycle by engaging their choice of ride modes and by activating or deactivating Traction Control or ABS.
The 2026 701 Supermoto will be available at authorized Husqvarna dealers beginning in November, while the new 701 Enduro will arrive in April 2026.