BRP recognized its top-performing dealers across North America during Club BRP 2027, its annual dealer event held Aug. 17–19 in Orlando, Florida.
More than 4,400 participants representing more than 1,200 dealerships from 90 countries attended the three-day event in person and online. In addition to unveiling its 2027 Sea-Doo and Can-Am product lineups, BRP used the event to recognize dealers and distributors for their performance across its global network.
The North American Dealer of the Year awards recognized retailers in Can-Am ATV and SSV, Can-Am 3-Wheel Vehicle, and Sea-Doo PWC and Pontoon categories.
Can-Am ATV and SSV
Canada: Half-Way Motors Power Sports, Thunder Bay, Ontario
U.S.: Lone Star Powersports, Abilene, Texas
Can-Am 3-Wheel Vehicle
Canada: André Hallé et Fils, Rimouski, Quebec
U.S.: Brooks Powersports, Grantville, Pennsylvania
Sea-Doo PWC and Pontoon
Canada: Lake Life Powersports, Lac du Bonnet, Manitoba
U.S.: Dee’s Marine, Clinton Township, Michigan
BRP also introduced a new Dealer of the Year recognition focused specifically on parts, accessories, and apparel (PA&A)
For Can-Am ATV and SSV PA&A, Groupe Contant Repentigny in Repentigny, Quebec, was recognized as the Canadian winner, while SK Northwest in Portland, Oregon, received the U.S. award.
For Sea-Doo PA&A, Bay Marine in Trenton, Ontario, was the Canadian winner, with Mies Outland in Watkins, Minnesota, receiving the U.S. award.
“We created this award to recognize dealers who deliver outstanding results across Parts, Accessories and Apparel while helping customers get the most out of their ownership experience,” says Michael Long, vice president and general manager, PA&A, Global, BRP. “I’d like to congratulate these dealers for their hard work and passion for our brands.”
SK Northwest General Manager Shawn Karambelas said the dealership’s recognition reflects the importance of PA&A to its customer relationships.
“We’re incredibly proud to receive BRP’s first PA&A Dealer of the Year award,” Karambelas adds. “For our team, Parts, Accessories and Apparel are an important part of helping customers get the most out of the vehicles they buy.”
Lake Life Powersports Dealer Principal Craig Becker also highlighted the dealership’s relationship with BRP following its recognition as Sea-Doo’s Canadian National Dealer of the Year.
“This award reflects the passion and hard work of our entire team, the tremendous support of our customers, and the strength of our partnership with BRP,” Becker says.
BRP presented an additional 61 awards to dealers and distributors across the EMEA, Latin America and Asia-Pacific regions.
While dealer recognition was a major component of Club BRP, the event also served as BRP’s global launch for its 2027 Sea-Doo and Can-Am products. Among the announcements was the limited-edition Sea-Doo RXP-X Senna 350, developed in partnership with Senna Brand and powered by the new Rotax ACE 1630 engine producing 350 horsepower.
The 2027 Sea-Doo Spark lineup will receive the new Rotax 1000 ACE engine producing 110 horsepower, along with the addition of the Spark X.
Can-Am also announced updates to its Ryker lineup, along with new off-road products, including the Defender XU, the redesigned Defender HD10, the Outlander X MR MAX, and new trail-oriented packages for the Maverick Sport and Maverick Trail.
BRP also said it plans to make major off-road product announcements every six months for the next four years.
Kegel Harley‑Davidson in Rockford, Illinois, has received a new distinction from Harley‑Davidson Motor Company after newly uncovered historical records pushed the dealership’s recognized start date back to 1909.
The Kegel family announced Sept. 12 that Harley‑Davidson confirmed an Aug. 9, 1909, start date for the dealership, making Kegel Harley‑Davidson the world’s oldest Harley‑Davidson dealership, according to the dealership. The discovery resolves a decades‑old question surrounding the dealership’s history.
The Kegel family had previously relied on a March 30, 1912, date recognized by Harley‑Davidson. Family members continued researching the dealership’s history and recently uncovered newspaper records documenting the August 1909 transfer of a Freeport, Illinois, motorcycle and bicycle business to Joseph and Julius Kegel. That business was already a Harley‑Davidson agency.
According to Kegel’s historical research, Joseph Kegel was 20 years old when he purchased the business from Joseph Redlinger on Aug. 9, 1909. The Kegel family has operated the business continuously since then.
The new designation changes the way Kegel’s history is described within the Harley‑Davidson dealer network. The dealership had previously been recognized as the oldest family‑owned Harley‑Davidson dealership, while A.D. Farrow Harley‑Davidson in Columbus, Ohio, has long been billed as “America’s Oldest Harley Dealer.”
Farrow was founded in 1912 and has continued to use the “America’s Oldest Harley Dealer” designation. The dealership’s current website still identifies Farrow as America’s oldest Harley dealer.
The distinction between the two dealerships has historically involved both start dates and ownership. In a 1997 statement cited by Kegel, Harley‑Davidson identified Kegel as the oldest family‑owned Harley‑Davidson dealership and A.D. Farrow as the oldest Harley‑Davidson dealership under its then‑current ownership category.
Kegel says the newly uncovered documentation prompted Harley‑Davidson to reevaluate its historical records.
“Finally, the ad that kept the conversation going about being older than Harley‑Davidson thought,” the Kegel dealership said in announcing the discovery, referring to historical news. The dealership celebrated the newly recognized history with a community event in Rockford on Sept. 12.
Kegel Harley‑Davidson remains family‑owned and operated, with the current ownership representing the third and fourth generations of the Kegel family. The dealership moved from Freeport to Rockford in 1923 after Joe Kegel acquired an existing Harley‑Davidson dealership there.
The latest development adds another chapter to the history of Harley‑Davidson’s early dealer network — and creates a new distinction for two dealerships that have each spent decades laying claim to a place at the top of the brand’s longevity list.
Yamaha Motor Finance Corporation, U.S.A. has filed lawsuits against Motorcycles of Manchester and related MOMS entities, alleging a breach of an inventory financing agreement and seeking nearly $2.8 million.
The lawsuits were filed Sept. 17 in the U.S. District Court for the District of New Hampshire and the U.S. District Court for the District of Maine. The defendants named in the filings are Motorcycles of Manchester Inc., MOMS Middlesex LLC, MOMS Northampton LLC and Wheel Freedom LLC. Both cases list breach of contract as the cause of action.
According to a report by WMUR-TV, Yamaha Motor Finance and MOMS entered into an inventory financing agreement in 2024. Yamaha alleges that MOMS breached the agreement through what the complaint describes as failures to make timely payments on sold inventory, to pay past-due parts payments, and to pay past-due interest.
The New Hampshire federal docket confirms that Yamaha attached the Feb. 28, 2024, inventory financing agreement to its complaint, along with UCC financing statements, a Sept. 8 notice of payment default and demand for cure, and documentation related to inventory in New Hampshire.
The Maine case includes the same inventory financing agreement and related filings, such as a notice of default and collateral documentation in Maine.
The litigation comes as MOMS operates an expanding network of powersports dealerships throughout New England. MOMS describes itself as a family-owned dealership group founded in 1973, with nine locations listed on its LinkedIn company profile. Its brands include Yamaha, Indian Motorcycle, Ducati, Triumph, CFMOTO, Honda, Kawasaki and Can-Am, among others.
MOMS has also expanded through dealership acquisitions in recent years. In 2023, the company acquired Freedom Cycle in Concord, New Hampshire, expanding its dealership network.
The lawsuit is a civil contract dispute, and the allegations in Yamaha Motor Finance’s complaint have not been adjudicated. The federal court dockets do not list a jury demand.
The escalating U.S.-Canada trade dispute is creating another layer of uncertainty for motorcycle manufacturers, distributors and dealers, with both countries imposing or threatening significant tariffs on motorcycles and other powersports-related products.
Canada implemented a new 50% counter-tariff Sept. 8 on U.S.-origin motorcycles with engine displacements greater than 800cc. Moto Canada, which represents manufacturers and distributors of motorcycles, ATVs and side-by-sides sold in Canada, warned that the measure could put additional pressure on Canadian powersports businesses and consumers.
The latest Canadian tariff increases the duty on affected motorcycles from the 25% counter-tariff already in place. Moto Canada said the tariff could have unintended consequences for Canadian dealerships and distributors, many of which are small and medium-sized businesses. The organization said the Canadian powersports industry supports approximately 900 dealerships and more than 88,000 jobs nationwide.
“Moto Canada recognizes and supports the Government of Canada’s responsibility to defend Canadian economic interests and respond to ongoing trade challenges,” said Moto Canada President and CEO Landon French in a recent statement. “At the same time, Moto Canada is concerned that applying a 50% tariff to motorcycles may have unintended consequences for Canadian businesses, employees, and consumers in the industry.”
Moto Canada has called on the Canadian government to remove U.S.-origin motorcycles from the counter-tariff list. If the tariff remains in place, the organization is asking for a clear remission process covering motorcycles that have already been ordered, purchased, or are in transit.
The Canadian action follows the United States’ own escalation of tariffs on Canadian products. According to reporting by The Associated Press, the U.S. imposed 50% tariffs Aug. 22 on about 5% of Canadian imports after trade negotiations between the two countries broke down. The tariff action includes certain motorcycles with engine displacements above 800cc, as well as other products.
The AP subsequently reported that the White House announced Sept. 8 that the United States would prohibit imports of certain Canadian products, including some motorcycles and mopeds, beginning Sept. 29. The announcement came as Canada imposed tariffs on approximately $20 billion worth of U.S. imports.
The result is a rapidly changing trade environment in which motorcycles moving in either direction across the border can face significantly higher costs or, in some cases, restrictions on market access.
For manufacturers and distributors, tariffs can increase the landed cost of products entering a country. Those additional costs may ultimately be absorbed by manufacturers or distributors, passed through to dealers and consumers, or divided among the various parties in the supply chain.
For dealers, the uncertainty can complicate inventory planning, pricing and ordering decisions, particularly for higher-displacement motorcycles affected by the tariffs.
The Motorcycle Industry Council said its government relations team continues to monitor federal trade actions and their potential impact on the motorcycle industry.
The MIC has encouraged member companies to review the applicable tariff lists and their own sourcing and supply chains to determine whether individual products are affected. Businesses trying to determine the tariff treatment of specific products should consult trade counsel as appropriate, according to the organization.
The situation also illustrates the importance of understanding how individual products are classified under the Harmonized Tariff Schedule (HTS). U.S. Customs and Border Protection has published guidance and the applicable HTS codes for products covered by the new U.S. duties, according to information provided by MIC.
Meanwhile, Canada’s latest retaliatory tariff list covers 874 U.S. products, with rates ranging from 15% to 50%.
Motorcycles above 800cc are among the products subject to the 50% rate. The immediate concern for the motorcycle industry is less about a single tariff rate than the uncertainty created by rapidly changing trade policy. Dealers and distributors on both sides of the border now have to account for potential changes in product costs, availability and cross-border sourcing as negotiations between the two countries continue.
As of Sept. 8, there was no clear indication that the broader trade dispute was close to resolution. The AP reported that U.S. and Canadian trade representatives remain in contact, although neither side appears eager to move quickly back to formal negotiations.
That leaves powersports dealers and consumers stuck in the middle heading into the fall selling season — particularly for dealers carrying higher-displacement motorcycles and products sourced across the U.S.-Canada border.
One of the nation’s largest and fastest-growing powersports retailers, Sonic Automotive, continued its record-setting tradition at the country’s largest motorcycle event, the 86th annual Sturgis Motorcycle Rally, after selling 1,135 bikes.
The total included a record 511 new Harley-Davidson motorcycles, securing Black Hills Harley-Davidson as the No. 1 Harley-Davidson dealership in the nation for year-to-date new motorcycle sales, the company said in a statement.
During last year’s Sturgis Rally, Sonic’s five dealerships in the Black Hills topped the 1,110-bike mark during the 10-day event. This year, Sonic says it deployed more than 1,200 new and pre-owned motorcycles across its Black Hills locations.
“What we accomplished represents far more than another record at the Rally,” says David Smith, Sonic Automotive chairman and CEO. “It validates the strategy behind the platform we are building: expanding our Harley-Davidson footprint, investing in the selection riders want, and giving our teammates the scale and support to execute at the highest level.
Record retail performance: 1,135 new and pre-owned motorcycles sold, Sonic’s highest rally sales volume to date.
Record new-motorcycle sales: 511 new Harley-Davidson motorcycles sold during the rally.
Sturgis Harley-Davidson: 348 new and pre-owned motorcycles sold, a dealership record.
Rally operating scale: More than 550 Sonic Powersports teammates deployed across five Black Hills locations.
“Sturgis is the Super Bowl of motorcycle retail, and our team came ready to compete,” says Jeff Dyke, president of Sonic Automotive. “We brought more motorcycles, more teammates, and more resources to the Black Hills than ever before.”
Dyke adds that the company will continue with this strategy to maximize sales, not just at Sturgis, but at other major motorcycling events like Daytona Bike Week — a key benefit, he says, of having a diverse dealership portfolio throughout the country.
Across Sonic’s six-state powersports portfolio, Harley dealerships represent a little more than half, including nine full-service Harley-Davidson dealerships and four H-D retail locations focused on apparel and accessories.
In a recent Ride Report, the Motorcycle Industry Council cites a University of Michigan study showing consumers’ growing caution about spending in the upcoming months, which it says could hurt the powersports market.
The University of Michigan’s Surveys of Consumers showed the Index of Consumer Sentiment falling 6.3% in August and down 11.2% from a year ago. Consumers also said they expressed greater concern about future business conditions and the cost of living. The Conference board also found that year-ahead inflation expectations rose, and consumers are generally less optimistic about the future.
The survey results point to a declining economic environment for discretionary purchases such as powersports vehicles. MIT says that consumer attitudes don’t necessarily translate directly or immediately into purchasing behavior, but they are among the indicators the organization monitors as it tracks the market.
“Consumers are signaling more caution about the months ahead, and that’s something worth watching,” says Buckner Nesheim, MIC director of research and statistics. “The important question for our industry is whether those concerns begin to show up in actual purchasing behavior. That’s why we look at consumer attitudes alongside motorcycle sales and other market indicators rather than any one measure in isolation.”
MIC’s latest retail data showed new motorcycle sales among leading brands were up 1.9% through the second quarter of 2026 compared to the same period last year. Replacement tire shipments among leading brands were also up 3.8% through the first half of the year. Members can view the latest Retail Sales Report and Tire Sales Report in the Member Reports section of MIC.org.
National Powersports Distributors has partnered with Ekho to deploy the company’s AI Sales Agent across its pre-owned powersports dealership operation.
The New Hampshire-based dealer group, which sells used motorcycles and ATVs to customers nationwide, is using Ekho’s platform to respond to customer inquiries around the clock, qualify leads and schedule appointments.
According to Ekho, leads coming through NPD’s website, inbound text messages and third-party listings can be handled through a centralized workspace. The AI agent responds to customer questions, works to qualify prospective buyers and can schedule appointments on the appropriate dealership calendar while notifying sales staff.
Max Sanel, project manager at National Powersports Distributors, said the company has seen a significant improvement over its previous AI agent.
“The team loves this thing already,” Sanel says. “The responses are so far ahead of what our previous agent was doing, the integrations work, and we’re super enthusiastic about what we’re seeing.”
Ekho said NPD saw an after-hours customer interaction within days of launching the system in which the AI agent answered the buyer’s questions and scheduled a call with a salesperson without requiring dealership staff to intervene.
“National Powersports helped write the book on selling used powersports online, so they set a high bar for what a great buying experience feels like,” says Rowan Mockler, co-founder and CEO of Ekho. “Seeing the agent book real appointments in their first week, with the team barely stepping in, is exactly why we built the AI Sales Agent.”
NPD plans to expand the system across its dealership operation and route its main phone line through the platform. The goal is to provide an immediate response to inbound leads regardless of the time of day or the customer’s location.