THE MOD SQUAD TAKES OVER Expansion Through Consolidation
TOP 100 DEALERSHIP SOLD
Veracka Buys Bayside WHERE POWERSPORTS MEETS THE AFTERMARKET
SEMA Invites
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EDITORIAL
Robin Hartfiel Editor/Publisher
Bob Althoff World’s Luckiest Man
Gus Stewart Creative Director
Brenda Stiehl Production Manager
CONTRIBUTORS
Don Musick Genesys Technology Solutions
Dr. Paul Leinberger
Eric Anderson Vroom Network
David Gatti Ignition XD
Jim Woodruff National Powersport Auctions
Lenny Sims NADA Appraisal Guides
Scot Harden AMA Hall Of Fame/Harden Offroad
Alex Baylon Motorcycle Industry Jobs
Hector Cademartori Illustrations
William Douglas Little Two Old Guys Racing
Charlie Williams Off Road Editor
Don Amador Quiet Warrior Racing
Joe Bonnello Joe B Photography
Uncle Paul Wunsch Love Cycles
The Anonymous Dealer
ADVERTISING
Robin Hartfiel Publisher (949) 489-4306 robinhartfiel@gmail.com
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Brenda Stiehl Production Manager
John Murphy Publishing
By Bob Althoff
As I’m writing these words, I’m watching the MotoGP Grand Prix at the Circuit of the Americas (COTA)… And I am genuinely excited to tell you this story.
It started in 2017 when American billionaire businessman John Malone’s Liberty Media pulled together $300 million or so; did some very creative financing and paid Bernie Ecclestone — British business magnate, and former racing driver — to buy Formula. Now this is where the story gets interesting.
It is probably fair to say that not many at Liberty Media knew much about F1 racing. But they knew plenty about how to tell a story. Soon we began to hear about the Netflix series Formula 1: Drive To Survive. It told stories about the drivers; the teams; the lifestyles of the “go fast” crowd.
People who never saw an F1 race tuned in and loved it. In the first seven seasons it generated upwards of 70 million viewers (and more than 90 million is Season 5 alone). Here is the twist: More than 25% of the viewers had no interest in motorsports prior to Netflix launching the show. Roughly 31% of the audience is aged 18-29, and about 46% of the viewers are female. This is a story worth telling!
Led by demographics that didn’t have an interest in motorsports, a new generation of fans emerged. And more importantly, young fans, ensuring The Drive will survive. Young people like two of my grandsons, aged 8 and 10, have seen every episode for 8 seasons — virtually their entire lives — built every F1 Lego car they could to adorn the bookshelves in their rooms… You get the picture.
Meanwhile John Malone’s investment grew to what some on Wall Street have estimated to be worth in excess of $20 billion U. S. dollars! Oh, but wait — the story has just begun!
Recently, the E.U. courts — after years of foot-dragging — finally approved Liberty Media’s purchase of Dorna Sports’ crown jewel: MotoGP. Liberty Media coughed up a reported $4 billion. Further demonstrating the significance of its acquisition of Dorna, the company rebranded the MotoGP rights-holder as “MotoGP Sport Entertainment SL” in early 2026.
Now is the time for MotoGP Sport Entertainment to rewind the F1 playbook. Tell the story of our Sport; our Heroes; our life on two wheels. Stories like what may be one of the greatest come-backs in sporting history in Marc Marquez and many more.
Are we on the cusp of a resurgence of motorcycling in North America? If so, it will be because storytellers win. They define and sustain culture. The stories they tell inform, inspire and invite audiences to join the tribe.
Our industry should take note. We need to do a much better job of telling our story — of speed and significance; of fun and friendships; of an inclusive community and our many contributions. And if we don’t, someone will do it for us. Our stories are too compelling; our history too rich, our personalities too big not to be told.
Welcome, John Malone. You have arrived just in time. Certainly the folks at SEMA have tuned in and are embracing Powersports like never before. By following Liberty Media’s F1 playbook and welcoming SEMA to the party, our industry’s “Drive To Thrive” is about to click up a gear!
To be continued...
Bob
By Robin Hartfiel
Shakespeare said “all the world’s a stage and all the men and women merely players; They have their exits and their entrances…” Certainly the motorcycle worlds’ biggest stage was deep in the heart of Texas as MotoGP took over Circuit of The Americas this past weekend and it was a passion play of epic proportions.
It is April Fool’s Day, not Saint Crispin’s Day and I am certainly no Bill Shakespeare, but motorcycles were on the world stage between MotoGP, Supercross in the “Motor City” of Detroit and the announcement that SEMA is inviting powersports dealers to the largest aftermarket trade show in the world. Even Electrify Expo announced they were transforming to the Demo Days Festival and inviting ICE fans to join the EV effort to get butts on seats at festivals around the country. Busy week!
As Althoff suggests in his column, the F1 play book has already been opened and motorcycles are about to take centerstage if Liberty Media (now rebranded as “MotoGP Sports Entertainment Group” following its $5 billion acquisition from Dorna Sports in July 2025) has their way about it.
About time, too. We have the most compelling stories to tell, and unlike an F1 car, the average Joe or Josephine can actually buy a motorcycle and ride it.
“We deserve it,” says my friend Zap, speaking from Verona, site of Shakespearian tragedy Romeo And Juliet, and more importantly the Motor Bike Expo. Before Dealer Expo exited stage left on the trade side and IMS took its final curtain call in 2021, America used to have shows on the scale of Motor Bike Expo… well, almost. EICMA in Milan and now MBE in Verona are hugely successful hybrids merging trade and consumer components with global rather than regional appeal. In fact, 32% of the 180,000+ attendees in Verona were from outside Italy.
Unlike Romeo and Juliet’s ill-fated relationship, the world’s love affair with powersports is alive and well!
“Easily the one take-away I had was just how passionate European moto enthusiasts are about motorcycles,” adds Zap. And from that thought, the question arose, “why is it that such grand motorcycle shows don’t/can’t exist in America? Don’t we love motorcycles too?”
From Althoff to Zap, the groundswell of support asking for the limelight to shift back to motorcycles. Once more is the breach for powersports! MotoGP and SEMA are here (well almost, the SEMA show hits in November, but you get the idea).
Time to bring up the lights and get this passion play started!
Former Editor-in-Chief and publisher of Dealernews circa 1990-2003, Robin returns to the magazine. In addition to having been instrumental in creating the Dealernews Top 100 program (still the industry’s ultimate accolade for a motorcycle dealership), Hartfiel has worked for most of the B2B publications in the Powersports arena. Prior to the trade side, he worked as a beat reporter for a local newspaper and was an editor of publications ranging from All About Beer to VW Trends.
Powersports Capitol Hill Fly-In is your opportunity to meet with members of Congress–or their key staff–to communicate important issues affecting your business and the business of our industry.
Our voice is stronger when we come together to advocate for the needs of the powersports industry.
ITS CUSTOMERS FIRST...THE REST WILL COME. NOT A GOOD START!!
Anthony Hartmann Via Facebook
SHIT ROLLS DOWN HILL!
Anthony Hartmann Indian treated their dealers like shit, it starts there and rolls down hill!
Steve Herrington, Via Facebook
YOU FOOL!
It’s riders who are the customers first you fool!
John Garzanti, Via Facebook
Hi, Anthony Hartmann and John Garzanti, Mike Kennedy is not saying the customers are not “first”. In this context he is speaking to “Dealer News” magazine, so he’s talking about how he wants to treat the dealers which is what this magazine wants to discuss.
So, what he is expressing is that he
will put the interest of the dealerships ahead of corporate interests. That’s all he is saying. It’s a good thing he is making this point so that Indian motorcycle owners are not worried that there will be a mass exodus of dealers leaving the network which would be bad for the customers.
I’ve spoken with Mike Kennedy directly and all he talks about are customer’s bikes, what the customers are saying about the bikes and asking if the dealership is on the right track.
“Putting the dealership first” also means investing in the dealers to get high quality continued training and having accountability.
Dealers often get the short end of the stick when the manufacturer put their own interest ahead of dealers. An example would be Polaris closing the production of Victory motorcycles completely in 2017.
Ride safe. In the wind, my friend.
Monty Hendrix
Indian Motorcycle, Greensboro Triad
The oldest existing Indian Dealer in North Carolina
YOU ARE DOING IT WRONG
A lack of focus and customer support is the reason I went back to HarleyDavidson. Mike Kennedy needs to model his dealerships like Sturgis Indian. One brand, not a “powersports “dealership…
Sean Harper via Facebook
Unfortunately, that’s not sustainable for the brand at this moment. In most locations, the dealership will need a supporting product to stay afloat. The Sturgis dealership is in a “Destination” location and will sell more bikes in a 2 week period than most dealers can sell in 6 months.
My solution at the dealership in Greensboro/High Point, NC is that my Indian Motorcycle Division has its own staff with a wall literally separating it from the “powersports division” which
has its own staff. It works for me.
If you are ever in the High Point / Greensboro, NC area stop by and see us and I’ll show you around. Would love to hear more about your story as a rider/owner. Ride safe and keep it in the wind...
Monty H.
Owner at NC oldest existing Indian Motorcycle Dealership World Class Powersports HP & Indian Motorcycle GSO Triad
Join in the conversation via e-mail: Editor@dealernews.com
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Shades of Willie Wonka! The Specialty Equipment Market Association (SEMA) is giving the powersports industry a golden ticket to join in the world’s biggest aftermarket event. The legendary SEMA show is expanding its powersports presence by launching a dedicated Powersports / SxS / Lifestyle section at the upcoming Show, set for November 3-6 in Las Vegas…. and dealers are welcome to crash the party!
“This expansion is a bold step forward in SEMA’s mission to serve the entire enthusiast ecosystem,” says Tom Gattuso, SEMA VP of Events. “Powersports has always been an integral part of SEMA’s DNA and we are now providing this community with the dedicated platform it deserves. By integrating powersports and related lifestyle products, we are creating a more powerful, unified resource for the aftermarket. This move celebrates the natural synergy between automotive and outdoor recreation, ensuring our members have the advocacy, resources and product discovery platform they need to thrive in a modern, evolving market.”
The initiative is a direct response to clear market demand and the evolving habits of the modern enthusiast. SEMA research confirms that the crossover between these worlds is seamless: the vast majority of enthusiasts do not limit themselves to a single vehicle type, often owning a combination of modified trucks, SUVs and various recreational powersports vehicles. According to SEMA Research, 60% of specialty-equipment manufacturers already produce products for at least one type of powersports or recreational vehicle, while 47% of retailers and installers sell to these segments.
The new section allows the entire ecosystem to gather, learn about the latest products, take part in cutting-edge education to grow businesses and careers, and unite to solve opportunities and challenges facing the powersports marketplace. Interested exhibitors can learn more and
reserve a booth by contacting Mike Ausec, Industry Sales Director, Powersports / Lifestyle at mikea@sema.org or 714-213-1584. Click here for more: www.semashow.com/powersports
Click here for a sneak peek: www.youtube.com/watch?v=tyP0B0flUKo
“Late last year, SEMA announced our acquisition of the OffRoad Business Association (ORBA), and since then we’ve quietly worked behind the scenes to add muscle to our ability to be a voice for the off-road community and the businesses who drive it forward through innovation and passion,” says SEMA CEO Mike Spagnola. “Today, I’m excited to announce ORBA’s relaunch, with a new leadership team, a sophisticated set of tools to work with, and a refined mission. We’re confident that our efforts will immediately benefit businesses and stakeholders from the OHV and powersports worlds.”
ORBA is now offering an expanded advocacy strategy, enhanced research capabilities, and a renewed commitment to coalition-based action to protect the future of the off-road industry and enthusiast community. By combining SEMA’s government affairs expertise and storytelling capabilities, and the reach of the enthusiast-driven SEMA Action grassroots network, ORBA will support and strengthen the work of nonprofit partners operating at the local, state, and regional levels. These organizations bring critical on-the-ground expertise that is essential to ensuring a strong and sustainable future for the off-road community.
“The future of off-road access depends on strong coalitions, shared expertise, and coordinated action. We are always stronger together…” says Spagnola.
As ORBA enters a new chapter, the organization remains focused on advancing its mission through strong advocacy, collaboration, and responsible stewardship of public lands. Sean P. Holman has been named Interim Executive Director and Laura Butcher as Legislative Director. Karen Bailey-Chapman, SVP of Public & Government Affairs for SEMA, will continue to lead the organization’s strategy implementation. Fred Wiley will retire from his role with ORBA, marking the conclusion of his tenure with the organization. Wiley played a significant role in ORBA’s history and development, and we thank him for his years of service and dedication to the off-road business community.
See the trail ahead for ORBA here: www.offroadbusiness.org/our-mission
Tariffs, fuel prices, land closures, pick your pain point, here is your chance to discuss the issues directly with your elected officials. The Motorcycle Industry Council is inviting the powersports industry to participate in the 2026 Powersports Capitol Hill Fly-In on May 18–19 in Washington, D.C. The event includes policy briefings, coordinated meetings with
congressional offices and opportunities to engage with policymakers.
Whether you represent a manufacturer, dealership, aftermarket company, or another part of the motorcycle industry, your perspective matters. The conversations we have in Washington help lawmakers better understand how federal decisions impact businesses at every level of our industry.
VP Scott Schloegel and the MIC Government Relations staff will coordinate congressional meetings. The Government relations team can also provide policy briefings and talking points so participants are well prepared for their discussions on Capitol Hill… but speak up now or forever hold your peace!
Registration for the Capitol Hill Fyl-In closes April 21. In the meantime, event details, hotel information and registration information can be found at: www.CapitolHillFlyIn.com
It is all about butts in seats, right? To support its dealer network, American Honda is ramping up its Ride Red Demo Days program for 2026. The nationwide initiative brings a dedicated Honda demo fleet to Honda powersports dealerships, giving customers easy, close-to-home opportunities to test ride a wide range of two-wheel on-road models.
“As any rider knows, the best way to understand a motorcycle is from behind the handlebars,” explains Colin Miller, Manager of Experiential Marketing at American Honda. “With the support of our amazing dealer network, Ride Red Demo Days give customers a convenient, fun, hands-on opportunity to experience the performance, comfort and technology of Honda’s extensive lineup of two-wheel on-road models in realworld conditions, helping them discover the bike that truly fits their riding style and needs.”
Supported by two Honda demo trucks operating across eastern and western regions of the country, the year-round program is set for 50 Honda dealers, starting April 3-4 at RideNow Peoria in Peoria, Arizona. In addition to test-ride opportunities, many events will include food, family-friendly activities and giveaways, while allowing attendees to connect with dealership staff and learn more about Honda’s lineup.
Miller notes additional dealerships are being added to the Demo Days. Check out the current schedule here: powersports.honda.com/events
“This isn’t goodbye; it’s about bringing more to our customers,” stated J&L Harley-Davidson in an announcement to its Glacial Lakes Family. “This move lets us focus our energy to deliver the best Harley experience possible.”
Starting March 11, the Watertown, South Dakota shop began to “consolidate its operations with its flagship store, J&L Harley-Davidson in Sioux Falls.”
All team members from the Glacial Lakes location are being offered positions at J&L Harley-Davidson or other sister stores, ensuring that customers continue to receive the same expert service from the faces they know and trust. “By centering operations at the Sioux Falls flagship location, J&L will offer riders access to a significantly larger inventory of new and pre-owned motorcycles, as well as an expanded selection of parts, accessories and riding gear,” according to the surprise announcement.
“It’s hard to put into words what this place has meant to so many of us,” says former employee Justin Ziegler. “The Entenman family gave Watertown and the surrounding communities something truly special—the Harley-Davidson experience. So many towns would beg to have that opportunity. It was more than just a dealership; it was a place where riders, friends, and a community came together around the love of the open road.”
Ziegler notes, “I was fortunate to be there from the very beginning and spent 16 years as part of that experience. During that time I met so many great people—customers who became friends and coworkers who became family. The experiences and memories made there are ones I’ll carry with me forever… Thank you to Jimmy, Joe, Jim and Lonnie for giving me the opportunity to be part of the Glacial Lakes family. It truly was an honor,” he adds.
“The doors may be closing, but the friendships, stories, and memories will always ride on…”
Skidmark Garage — Cleveland’s cool community-based motorcycle workshop — is set to close permanently:
After a great deal of reflection and care, we have made the extremely difficult and sad decision to close Skidmark Garage. We are proud of the community that has been built and will live on, after this brick and mortar closes. Our final day of operations will be 4/30/2026.
Starting April 1, we will sell all our tools, equipment and abandoned motorcycles, in addition to furniture and decor to anyone interested. Details to follow. Thank you for being a part of the most important space ever created. Memories and thank you’s coming in the days to follow.
P.S. In case there was any confusion, Motogo Cleveland is a separate business with separate books, governance, and operations and remains open, thriving and growing.
New starting 5: KYMCO put a team of pros into the game just in time for March Madness. “I’m encouraged on many levels by the number of high caliber candidates that want to join in the rebuilding of KYMCO in the USA,” says returning powersports leader Joe Wofford who has re-signed with the team as Senior Vice President. “Many are folks we have had a relationship with in the past who are excited about the changes and just want to be a part of it. I’m truly humbled by all the well wishes.” Joining Player/Coach KYMCO Joe are four passionate members to the team: Ryan Marshall, Tim Miller, Eric Gerleve and Zach Isetts. Their addition to the team emphasizes the renewed push for stronger internal OEM support for the KYMCO dealer network.
Together, this team strengthens KYMCO USA’s ongoing commitment to providing dealers with the support and resources they need to succeed. “Our plan is simply to put the bones of the business back together and make sure KYMCO Dealers have the tools in the box they need to make their work easier… We work for them,” concludes Wofford. “Hiring a strong staff is part of it. I want to welcome and, in some cases, welcome back to those that have jumped on board. Oh, and for the record, I didn’t tell them it would be easy, I just told them it’s going to be fun. We are continuing to build the team strategically, but we must take it step by step. Stay tuned!”
“I will always be available for my dealers. My goal is to help them make the most of the opportunities in front of them with KYMCO and support their success.”
Tim Miller, District Sales
“My goal is to make sure my dealers have the right product at the right time because in today’s market it’s all about availability.
Eric Gerleve, Technical
“I’m naturally detail oriented. I’ve always had a high degree of mechanical aptitude which will allow me to better assist the dealers with any technical issues that arise.”
Zach Isetts, Warehouse
“I strive to make sure we get ahead on parts orders and make sure we keep a full inventory in the future to help all of our dealers.”
Thanks for the memories, Mike! Seems like it was just yesterday Dealernews ran a Shifting Gears announcement for some kid named Mike Martinez was joining the team at Yamaha. Now Mr. Martinez, Yamaha Motor, USA, SVP and President of Motorsports since 2022, has announced his retirement after 32 years at YMUS. Mike stopped by the studio at AIMExpo during his victory lap to reminisce and told us he was actually staying on for the first quarter of 2026 to work closely with Dean Burnett to ensure a smooth transition of the Motorsports business and operations. His last official day is April 3, 2026. YMUS is promoting Dean Burnett to Senior Vice President and President of Motorsports. Burnett brings more than three decades of Yamaha experience to his new position, most recently as Vice President of Yamaha’s Marine Innovation Center, and President of Siren Marine, Skeeter and G3 Boat companies.
New top line for Yamaha. Yamaha Motor Finance Corporation, USA rang in the new fiscal year with a new president. Kevin Duck brings more than two decades of experience in financial services and captive finance organizations, with deep expertise spanning credit risk management, portfolio strategy, analytics and organizational leadership. “Kevin’s strategic leadership and deep understanding of financial services make him exceptionally well suited to lead Yamaha Motor Finance,” states Jeff Young, Chairman, YMFUS and President/CEO of Yamaha Motor Finance Corporation, the parent
Continued from page 16 company of YMFUS. “He has a proven ability to balance disciplined risk management with growth-oriented innovation, and his people-focused leadership approach aligns strongly with Yamaha’s culture and long-term vision.” Prior to his appointment, Duck served as Chief Risk & Strategy Officer for YMFUS, where he was responsible for establishing the company’s credit risk management framework. Before Yamaha, Duck held leadership roles at CarMax Auto Finance, Capital One and Home Depot. “I am honored to step into the role of President at Yamaha Motor Finance Corporation,” claims Duck. “YMFUS has established a strong foundation supporting Yamaha dealers and customers nationwide. I look forward to continuing to work with our talented team to continue expanding our capabilities, strengthening partnerships, and delivering long-term value across the Yamaha ecosystem.”
After her most recent stint with Segway, Caitlyn Williams has made the segue to the aftermarket side, signing on as Central Regional Sales Manager – Owned Brands for Turn 14 Powersports. In this new role she will lead dealer development, regional growth and sales strategy across the company’s expanding portfolio of house brands, including DragonFire and QuadBoss. “Caitlyn brings the perfect combination of energy, dealerfirst mentality and proven execution,” says Bob Schuetz, President of Turn 14 Powersports. “Her ability to build relationships, grow territories and help
dealers win aligns exactly with how we approach the market. We’re excited to have her leading our Central region and confident she will accelerate growth for both our dealers and our brands.” Williams brings a strong track record of dealer network expansion, wholesale revenue growth and fieldbased brand building at the OEM level, according to Schuetz. She joins Turn 14 Powersports with experience at Segway Powersports and HISUN Motors, where she opened new dealer channels, and strengthened dealer performance through handson training, merchandising support and event-driven sales activation. Williams will be based in Texas and will work closely with Turn 14’s sales, marketing and brand teams to further strengthen dealer support and brand equity across the region.
Old hand returns to the wild west! Parts Unlimited is proud to announce Ivan Penchansky is now calling on dealers in the West Region covering southwestern California. This is not his first rodeo: Penchansky comes to the distribution giant with several years of experience both on the dealer level as well as in aftermarket sales. He has a deep background in powersports and brand development as well. A true enthusiast, Ivan has raced off-road trucks, rides dirtbikes and e-bikes and lives the lifestyle he represents every day.
After a career that spanned 16 years at Arctic Cat (and 2 subsequent years with Textron), industry veteran Michael Morris is back in the saddle. “I am thrilled to share that I am starting a new position as Director, Service Operations at CFMOTO!” He will draw on his wealth of OEM expertise. “Joining a global leader in the powersports industry during such an innovative period is an incredible opportunity,” he claims. “I am eager to help drive a world-class service experience for our dealers and riders.”
Rumblings from RideNow: The dealer group formerly known as RumbleOn has named a new CFO. Effective immediately Joshua Barsetti steps into the dual-role of Executive Vice President and Chief Financial Officer. Barsetti has more than 21 years of experience in accounting, audit and finance roles, including at online retailers Buyerlink and AutoWeb. He succeeds Chief Executive Officer and President Michael Quartieri, who had been serving as interim CFO on top of his other duties.
It is no secret that the Harley-Davidson dealer network — and as of the late March confirmation The Motor Company would be doing global corporate lay-offs — is in a state of flux. The legacy of the Jochen Zeitz era will be debated for decades, but the short version of the story is chaos.
However as German philosopher Friedrich Nietzsche postulated “out of chaos comes order.” Of course Nietzsche also suggested that which does not kill us only serves to make us stronger and there are a lot of legacy dealerships — Harley and otherwise — who will not be coming back stronger. Enter Michael Veracka and MOD Enterprises.
Veracka’s vision is to expand through consolidation establishing a sense of order from the chaotic opportunities being presented. It was working: Collectively, MOD sold more than 8,000 motorcycles in 2025, continuing to strengthen its position as one of the largest HarleyDavidson groups in the world. As the chaos continued following Zeitz’s “retirement” the opportunities to make some really sweeping moves increased. First MOD swept through Texas, then the Virginia market combining three legacy dealerships, and with the consolidation formula proven, the Seattle market is now being rolled up.
Southside Harley-Davidson and Hampton Roads Harley merged under the Bayside Harley-Davidson banner. The first day of the combined operation, now known as Bayside Harley-Davidson, was March 3. Both landmark dealerships were acquired by Michael Veracka and
brought into the MOD Enterprises family of dealerships. MOD now has stores in California, Washington, Oregon, Kansas, Colorado, Arizona, Georgia, Utah, Texas and Virginia. And within the first 30 days, Bayside became Ironclad Harley-Davidson (see sidebar).
“I’m excited to add Bayside Harley-Davidson, expanding my national footprint into the greater Portsmouth area, and growing ridership in the great state of Virginia,” says new owner Michael Veracka. “The team at the dealerships have done a great job over the years building a large community of Harley riders, as well as a great business that we will continue to develop for many years to come.
He adds combining the staff from Southside and Hampton Roads with the Bayside H-D employees is going to give the customers the best experience with an immediate increase in staff and also inventory. This will allow the dealership to be open 7 days a week during the riding season, improving customer convenience. The timing is optimal and will allow the employees and inventory to transfer from Southside H-D and Hampton Roads H-D into the Bayside location right as the riding season begins to ramp up.
“Bayside Harley-Davidson is home to a large riding community,” Veracka explains. “We will have over 100 events this year including bike nights, group rides, open house parties and charity events. Our inventory of over 300 new & used Harley-Davidson motorcycles, along with an expanded selection of parts, accessories and clothing will cement us as the destination Harley-Davidson motorcycle dealership in the Hampton Roads area and all
of Virginia. Having the three stores’ inventories and staff combined under one roof will provide an unparalleled selection and provide customers with a one stop shop.” proclaims Veracka.
Along with the massive inventory expansion, the new owner is currently hiring for all departments to add additional team members to the staff in anticipation of increased business. The additional staff is necessary to achieve Michael’s mission statement, ‘To fulfill dreams by delivering a premium customer experience creating customers for life.’
“I founded my company as a rider, built for riders, and dedicated to passing that passion along to others from coast to coast,” he adds. “My team and I are 100% committed to the Harley-Davidson brand and the sport of motorcycling.”
Veracka has been in the Harley-Davidson business since 2003, owning and operating 10 Harley dealerships across the country. Michael and his brother Paul grew up working inside motorcycle dealerships from a young age as their father Dave has been in the motorcycle dealer business for over 50 years. (See MOD Squad sidebar).
“My company allows us to take existing stores that do an exceptional job and build them into world class operations, while often doubling or tripling the staff with top industry professionals. Providing additional training for the staff combined with increased marketing, events and inventory, has proven successful across the United States. We continue introducing thousands of new HarleyDavidson riders each year to the sport,” Veracka adds. Collectively, MOD will sell more than 8,000 motorcycles this year, continuing to strengthen its position as one of the largest Harley-Davidson groups in the world.
Of course these sweeping moves, name changes and HOG Groups all resulted in more chaos in the local riding community.
The Michael Veracka group of Harley-Davidson stores, known as MOD Enterprises, consists of Rawhide Harley-Davidson, Olathe, Kansas, Avalanche HarleyDavidson, Golden, Colorado, Riverside Harley-Davidson, Riverside, California, Huntington Beach Harley-Davidson, Westminster, California, Jet City Harley-Davidson, Renton, Washington, Desert Wind Harley-Davidson, Mesa, Arizona, Volcano Harley-Davidson, Gladstone, Oregon, Atlanta Harley-Davidson, Lithia Springs, Georgia, Summit Harley-Davidson, Lindon, Utah, The Woodlands HarleyDavidson, Woodlands, Texas and is pleased to add Bayside Harley-Davidson, Portsmouth, Virginia to the family. All these dealerships now fall under the umbrella of MOD Enterprises: www.mod-enterprises.com
In a big deal brokered by the pros at Performance Brokerage Services, Bayside Harley-Davidson in Portsmouth, Virginia, transferred from Maurice Slaughter to Michael Veracka of MOD Enterprises. Already an established Toyota dealer, Slaughter entered the motorcycle market more than 25 years ago with a strategic vision that quickly became a lasting passion.
Not only did Maurice earn eight straight Dealernews Top 100 wins, his Bayside Harley-Davidson store was named Top 10 in 2010 as well as a special merit award for Best Service Department in 2011 and 2X Best Use Of A Theme honors. Slaughter also joined a group of pioneering dealers in Texas to launch the National Powersports Dealer Association five years ago.
He attributed his continued success in the powersports industry to a strong commitment to high-quality customer service and building long-lasting relationships. This philosophy not only netted Top 100 accolades, Bayside Harley-Davidson received the Portsmouth
Small Business of the Year Award back in 2010. But that was a long time ago and Slaughter was ready to retire a second time!
Enter empire builder Michael Veracka with an offer for Bayside Although the terms not disclosed — it was part of a complicated roll up of multiple dealerships — Slaughter set sail and Bayside became Ironclad HarleyDavidson.
The transaction was completed as part of a strategic consolidation of Bayside Harley-Davidson in Portsmouth with Southside Harley-Davidson in Virginia Beach and Hampton Roads Harley-Davidson in Yorktown, Virginia to Veracka’s MOD family of dealerships. MOD Enterprises is recognized as the largest Harley-Davidson dealership group in the United States and is home to Riverside Harley-Davidson, the world’s #1 volume Harley-Davidson dealership (based on new unit sales).
MOD Enterprises has received numerous industry accolades, including multiple Harley-Davidson Bar & Shield Awards.
“It was a great pleasure to work with George Chaconas and Courtney Bernhard of Performance Brokerage Services on the buy/sell of Virginia’s #1 Harley-Davidson Dealer,” says Veracka. “Courtney did an outstanding job coordinating efforts to facilitate the buy/sell of Bayside Harley-Davidson while simultaneously helping HarleyDavidson Motor Company optimize the local dealer network, consolidating Southside Harley-Davidson and Hampton Roads Harley-Davidson in the local market at the same time. Without the support of Performance Brokerage Services, this deal would not have happened.”
Over the last 5 years, Performance Brokerage Services has advised on the sale of nearly 450 dealerships, making it the highest volume dealership brokerage firm in North America. George C. Chaconas, Senior Partner, and Courtney Bernhard, of the Harley-Davidson & Powersports Division for Performance Brokerage Services, were the exclusive sell-side advisors for this transaction.
Athree-legged stool of legendary local dealerships supports the launch of the new Ironclad HarleyDavidson operation. This was a complicated one,” admits Performance Brokerage Services boss George Chaconas. He would know since PBS dialed in the buy/sell deal for all three stores. Both Southside Harley-Davidson in Virginia Beach and Hampton Roads Harley-Davidson in Yorktown, Virginia , from the Estate of Mary Hughes were sold to Michael Veracka of MOD Enterprises.
The late Mary Hughes served as President and CEO of Hampton Roads Harley-Davidson for 45 years and is widely recognized for her longstanding commitment to both the Virginia and biker community. During her leadership, the dealership hosted numerous community events and fundraisers, and donated motorcycles to support York County first responders. In recognition of her leadership and community impact, Hughes was named a Power Woman of South Hampton Roads by Inside Business in 2006.
“It was an honor to exclusively represent the Estate of the late Mary Hughes in the sale of Southside HarleyDavidson and Hampton Roads Harley-Davidson to Michael Veracka,” adds Chaconas. “Mary built two respected dealerships that served the Virginia riding community for many years, and this transaction marks the next chapter as those locations consolidate into Bayside Harley-Davidson. We are grateful to have
facilitated this process for the estate and appreciate the cooperation of everyone involved in bringing the transaction to completion.”
Michael Veracka, Owner of MOD Enterprises, shared, “It was a great pleasure to work with George Chaconas and Courtney Bernhard of Performance Brokerage Services. Courtney did an outstanding job helping HarleyDavidson Motor Company optimize the local dealer network, consolidating Southside Harley-Davidson and Hampton Roads Harley-Davidson. Without the support of Performance Brokerage Services, this deal would not have happened.”
Since 1978, Hampton Roads Harley-Davidson built a legacy rooted in community service and a passion for motorcycles. The dealership expanded in 1990 by welcoming Southside Harley-Davidson to the family. Today, the dealership’s growth and dedication to excellence have earned its recognition by ranking in the top 1% of all Harley-Davidson dealerships for sales, and ranking in the top 10% for parts. The dealerships host a variety of nonprofit events throughout the year, including blood drives, Toys for Tots drives, and free concert series, with all proceeds donated to the local Boys & Girls Club.
The Estate of Mary Hughes was represented by Cari Lyn B. Pierce with Williams Mullen, LLP in Richmond, Virginia. Michael Veracka was represented by Mark Petti from the Motorcycle Company in Grand Rapids, Michigan.
Michael Veracka is the owner of MOD Enterprises, formerly the largest Harley-Davidson dealer group on the west coast. Now with the expansion into Virginia, Georgia, Texas and beyond, the MOD squad has expanded its vision to become the largest Harley Dealer Group in the nation. So how did Veracka get to this point?
In the late-70s, Michael’s father, Dave Veracka turned his passion for motorcycles into a career and started the family’s first motorcycle dealership by opening a Kawasaki franchise in Brockton, Massachusetts. Dave’s sons, Paul and Michael, grew up in the dealership and each started riding dirt bikes at the age of 4. Paul and Michael knew they were destined to end up in the motorcycle industry. Eventually, Dave was able to fulfill his dream of owning a Harley-Davidson dealership in 2003, partnering with long-time business associate Cooper Friend, in their purchase of Green Mountain Harley-Davidson. It didn’t take long to triple its sales and the need to expand into a larger capacity building.
In 2005, Dave and Cooper had the opportunity to purchase Schott’s Harley-Davidson located in Lewiston, Maine and the decision was made to split them into two stores (L-A Harley-Davidson & Central Maine Powersports). Taking the dealerships from 500 sold units to 1600 units in a short time. In 2007, Paul and Michael graduated college and went to work at Central Maine Powersports to learn the business, working well as a team playing off each other’s strengths.
In 2008, Paul and Michael joined the family business and moved with Dave from New England to Grand Rapids, Michigan. Despite a difficult economic downturn, they partnered with the late Ed Lemco on Grand Rapids HarleyDavidson in 2008 and as they say, the rest is history! After having sweat equity positions in Grand Rapids H-D under the direction of father Dave and learning the business, Paul and Michael naturally gravitated toward and assumed the roles they have today.
In 2010, the family made the journey from Michigan to Olathe, Kansas, to expand the business and take on a new challenge with the addition of Central H-D South, which opened under the new name Rawhide Harley-Davidson. Rawhide H-D went from one of the smallest dealerships in the country to #2 in new unit volume in 2012. Not an easy accomplishment, with the location in a more remote area and limited workforce availability!
An unplanned opportunity in 2011 brought one of the hardest business decisions to the family; accept or decline an offer to sell Grand Rapids H-D. The Verackas decided to sell Grand Rapids H-D knowing it would allow them to expand in their hometown market of Boston and also increase their presence west of the Mississippi River. In 2012, Avalanche Harley-Davidson in Denver, CO and High Octane Harley-Davidson in Billerica, MA, were added to the family.
The next opportunity to grow the Harley business landed the Veracka family on the west coast in late 2013 with the addition of Riverside Harley-Davidson in Riverside, California. The dealership, formerly known as Skip Fordyce Harley-Davidson, had decades of history and success in the Southern California market. Riverside
H-D was the first Veracka dealership located in a climate where riding is year-round.
Their second California location, Huntington Beach Harley-Davidson, located in Westminster, CA was added in 2015. Huntington Beach H-D would become #4 in new unit volume in 2016, and for the first time in the history of TMC dealerships, would receive a Platinum H-D Bar & Shield award in 2016.
In 2016, the Verackas expanded to the Southeast where Dave resides, with the addition of Palm Beach HarleyDavidson, which quickly became the fastest growing dealership in Florida. In June 2017, Avalanche H-D opened up a brand-new 60,000 sq ft dealership in the foothills of Golden, Colorado.
As 2018 kicked off, acquisition of Six Bends HarleyDavidson in Fort Myers, increased their presence in Florida from the Atlantic to Gulf Coasts! In January 2019 Six Bends Harley-Davidson started a new year with a new name, Rockstar Harley-Davidson. Same great location and team, but with increased inventory and a showroom remodel!
In the Spring of 2018 the Verackas returned to Michigan, this time to the Detroit metro area, with the purchase of Motown Harley-Davidson. With a strong history of creating new riders via their robust Riding Academy, Motown Harley-Davidson will only continue to grow along with its customer base. In November 2018, the acquisition of Jet City Harley-Davidson of Renton, WA, located in the Seattle metro area, expanded The Motorcycle Company’s reach to the Pacific Northwest. In December 2018, Desert Wind Harley-Davidson of Mesa, Arizona, located just outside Phoenix was added to the family, providing TMC coverage of all four corners of the continental United States of America.
In October 2019, The Motorcycle Company, a HarleyDavidson Dealer Consulting Group was born. Paul and Michael officially split into 2 dealer groups, owning and operating their own stores, while Dave created the new dealer consulting group. This is when Michael’s MOD Enterprises came to be!
After the Veracka brothers’ split, MOD Enterprises has been busy with improving currently owned markets and collaborating with Harley-Davidson’s Rewire of market optimization. A multimillion dollar renovation of Riverside Harley-Davidson was completed in 2020 adding additional square footage and parking to allow Riverside H-D to continue being the #1 Volume New Bike Store in the World!
Since the split, Michael’s MOD Enterprises has added Volcano Harley-Davidson, Summit Harley-Davidson, Atlanta Harley-Davidson, and more recently, HarleyDavidson of The Woodlands, to the family. Michael Veracka’s current family of dealerships includes some of the top volume Harley-Davidson dealerships in the World, including the #1 Volume New Bike Store in the World (Riverside H-D)!
Riverside Harley-Davidson (Riverside, CA) #1 in California & the World
Huntington Beach Harley-Davidson (Westminster, CA) #2 in California
Jet City Harley-Davidson (Renton, WA) #1 in Pacific NW Volcano Harley-Davidson (Gladstone, OR) #1 in Oregon
Desert Wind Harley-Davidson (Mesa, AZ) #1 in Arizona
Summit Harley-Davidson (Lindon, UT) #1 in Utah!
Avalanche Harley-Davidson (Golden, CO) #1 in Colorado
Rawhide Harley-Davidson (Olathe, KS) #1 in Kansas
Atlanta Harley-Davidson (Lithia Springs, GA) Fastest Growing!
The Woodlands Harley-Davidson (The Woodlands, TX) #1 in Texas
Ironclad Harley-Davidson (Portsmouth, VA) Welcome to the Family!
Against the backdrop of dealership consolidations and outright closures — and since the release of its quarterly statement in mid-February — HarleyDavidson has subsequently confirmed leaked stories of sweeping layoffs globally to hit in Q1. This “reduction in force” comes following a 12% decrease in global motorcycle sales and a $67 million loss being attributed to tariffs last year.
“We can confirm that some employees have been notified of a reduction in force that is impacting our global workforce,” a spokesperson for the Milwaukee-based motorcycle maker said in a March 27 email to Wisconsin Public Radio.
“We are in the early stages of a reset,” admitted new CEO Artie Starrs on the quarterly conference call with analysts and investors. He noted the need for “healthier” inventory levels, an improved product mix, and “greater flexibility” to reflect local market conditions. “We are conducting a rigorous end-to-end review of our cost base and operating expenses ordered by third-party specialists,” Artie added. “Our current corporate overhead, manufacturing capacity, and overall operating expenses are built for materially higher volumes than today’s demand—and we will be addressing this mismatch head on.”
Harley-Davidson closed Q4 down 28% in consolidated revenue, driven by a 10% revenue decline at HDMC and a revenue decline of 59% at HDFS. The consolidated operating loss was $361 million in Q4, compared to a consolidated operating loss of $193 million in the prior year period.
This decline was mirrored by the full year financials: Consolidated revenue was down 14% compared to prior year. This was driven by a 13% decrease at HDMC and a 16% decrease at HDFS. For the full year, consolidated operating income was down 7%, driven by a loss at HDMC and record-high earnings at HDFS. HDFS’s results were favorably impacted by the HDFS transaction. Meanwhile, the full year operating loss at LiveWire was $75 million, which was in-line with expectations.
“As we close out a challenging year for The Motor Company, we are taking deliberate actions to stabilize the business, restore dealer confidence, and align wholesale activity with retail demand,” stated Artie Starrs, President and CEO, Harley-Davidson. “While near-term results reflect these actions, the progress we are seeing reinforces our confidence in the reset underway and our ability to rebuild Harley-Davidson’s long-term earnings and cash-flow power,” Starrs added. “With an iconic brand, a deeply loyal rider community, and a dealer network unlike any other, we believe Harley-Davidson is well positioned as we chart a clear path forward.”
In the fourth quarter, global motorcycle shipments at HDMC decreased 4% from a year ago. HDMC revenue was down 10%, due to net pricing and incentive spend and lower volumes. Gross profit came in at a loss of $30 million compared to a loss of $3 million in the prior year period, due to increased tariff costs and net pricing and incentive spend. Operating expenses totaled $230 million, which was $19 million higher compared to prior year, primarily due to higher marketing expenses. Operating loss was $260 million in the fourth quarter compared to an operating loss of $214 million in the prior year period.
For the full year, global motorcycle shipments decreased 16% from the prior year. HDMC revenue was down 13%, due primarily to lower wholesale volumes. Gross margin was lower by 3.8 points in 2025 compared to 2024, driven by incremental tariffs, negative operating leverage and lower volumes. Operating expenses were $895 million, $18 million higher than a year ago. Operating loss was $29 million for the full year 2025 compared to operating income of $278 million in the prior year.
2025 Full Year Low Lights & Results
• Global dealer inventory levels of new motorcycles finished the year down 17% vs. end of Q4 ’24
• Global retail motorcycle sales of 132,535 units, down 12% from prior year
• HDMC global motorcycle shipments of 124,477, down 16% from prior year
• HDMC operating loss of $29 million
• Returned $434 million of capital to shareholders via $347 million of discretionary share repurchases and $86 million of dividends paid
Given the consolidation of its dealer base, reduction in workforce and continuing tariff troubles —jumping from $75 million to $105 million in 2026 — Starrs offered Wall Street the following 2026 Financial Outlook:
For the full year 2026, the Company expects:
• HDMC global motorcycle retail sales of 130,000 to 135,000 units
• HDMC global motorcycle wholesale shipments of 130,000 to 135,000 units
• HDMC operating income of a $40 million loss to a $10 million profit
• HDFS operating income of $45 to $60 million
• LiveWire operating loss of $70 to $80 million
• Harley-Davidson, Inc. capital investments of $175 to $200 million
*These figures may be impacted by the new strategic plan expected to be announced in May 2026
THE LARGEST SELECTION OF SHOWROOM READY POWERSPORTS ANYWHERE.
By Don Musick
The central role of an engine in any powersports vehicle is to generate speed. It accomplishes this by overcoming the frictional forces generated from the surface(s) it travels on (e.g. pavement, snow, water) as well as wind resistance. More speed equates to more horsepower; typically achieved through displacement, multiple cylinders, water cooling, fuel injection, torque optimizing transmissions and more. And with more, comes weight. So how do paramotors fit into this equation? Here there’s a role reversal to consider: while a motorcycle rider is carried by the engine, a paramotor engine is carried by the pilot!
If you’ve ever seen Matt Damon in “The Martian”, you probably remember that his escape from Mars involved tossing out everything in the MAV (Mars Ascent Vehicle) except for the bare essentials. He called the stripped down MAV a “convertible”. Paramotor engines follow that same principle… minimalism! And when it comes to minimalist engines, the advantage goes to 2-strokes.
According to the market intelligence firm “Global Growth Insights”, at least 70% of paramotor sales are single cylinder, air cooled 2-stroke engines with displacements from 80~300cc. And, if only footlaunched paramotors are considered (excluding trikes and quads that aren’t foot-launched), that percentage has been estimated to be as high as ~95%. The reasons are obvious; superior power/weight ratio, lightweight/compact size, simple design, easy maintenance and high revving for maximum thrust. Most paramotor engines use pre-mix fuel which is fed through a diaphragm (pumper) carb then inducted into the cylinder through a reed valve…. pretty much like a leaf blower. And, just like a leaf blower, it takes a pull-starter to get things spinning.
So, who are the leaders in paramotor engine design and manufacturing? This time, it turns out that all of the eggs are found in one basket (country)… Italy!
The Emiia-Romagna region of northern Italy, known as “Motor Valley”, is world renowned for its expertise in manufacturing high performance engines. The region is the birthplace of automotive legends like Ferrari, Maserati, Lamborghini as well as storied motorcycle brands such as Ducati, Bimota, Aprilia and ItalJet. The region supports a talent pool of highly specialized engineers, machinists, foundries, and component suppliers all focused on precision, high-quality, and high-stress engine components.
Historically, this expertise also extended to the manufacture of high-performance and ultra lightweight 2-stroke engines. It’s this plug-and-play ecosystem that paramotor engine manufacturers tapped into to develop their products. So, who are these Italian Stallions?
Here’s the lineup:
1) VITTORAZI. Considered the world leader in paramotor engine design and manufacturing, the company offers a 5 model product line with displacements ranging from 80cc-300cc. The “Atom 80” model (16 hp@ 9,500 rpm, 22.9 lbs.) is a lightweight favorite of beginner pilots while the “Moster 185 Plus” (25 hp @ 7,800 rpm, 31.8 lbs.) is the go-to choice of experienced pilots. In fact, surveys of pilot preferences have shown that the 185 accounts for ~25% of the total. Replacing the standard diaphragm carb, the engine is also available with EFI (26 hp @ 8,600 rpm, 37.2 lbs.). For larger pilots, tandems or trikes that require extra power, there’s the Cosmos300 model (36 hp @ 7,500 rpm, 55.1 lbs.). The Cosmos300 also features liquid cooling and like the Moster has an optional electric start. Images of the Atom 80 and Moster 185 are shown below.
2) POLINI. Yup… the same Polini as the dirt bikes. Their rich heritage of manufacturing high performance, lightweight racing engines made a perfect match for paramotors. In 2010, Polini introduced their “Thor” line of paramotor engines. As the major competitor to Vittorazi’s dominance, the Polini product line of 5 models mirrors that of Vittorazi. They offer engine displacements of 80cc,130cc, 202cc, 260cc and 303cc. Unique to the Thor lineup is the use of liquid cooling for all models except for the air-cooled Thor 130. Another standard feature is the “Flash Starter”, a spring-assisted manual pull-start mechanism. Instead of fighting engine compression, the pilot winds up a heavy internal spring which when released spins the motor over. This is considered to be a lightweight and
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simpler alternative to electric starters. However, the Thor 260 employs both Flash and electric starters while the 303 model has an optional electric start. Lastly, all Thor models use standard carburetors.
Specs for each Thor model are as follows: Thor 80 (18 hp @ 10,450 rpm, 25.1 lbs.), Thor 130 (21.5 hp @8,800 rpm, 30.4 lbs.), Thor 202 (33 hp @ 8,500 rpm, 37.0 lbs.), Thor 260 (36 hp @ 8,500 rpm, 46.3 lbs.) and Thor 303 (38 hp @ 8,000 rpm, 45.2 lbs.). Images of beginner favorite Thor 80 and current flagship model Thor 202 are shown to the right.
From his first motorcycles (a Honda S65 and an S90) when he was 16 to 50 years later, Don Musick has never stopped twisting the throttle. Although his accomplishments in the research arena have surpassed his MX career Don has over 25 years experience with major manufacturers in the Powersports and Automotive industries specializing in e-business solutions for retail distribution networks. His solution portfolio includes the development and implementation of manufacturer/dealer extranets, consumer-direct commerce portals, manufacturer/dealer e-channel integrations as well as development of web-based sales force automation tools. For most of his career, Don has been fascinated (his wife would say obsessed) with geographic market analytics, dealer location planning and sales territory optimization. He founded Genesys Technology Solutions (GenesysTech) www.genesystech.com to develop new tools and market intelligence products to help manufacturers understand the competitive landscape of their industries, recognize opportunities and grow their businesses. A Spartan to the core, Don earned a B.S. in Physiology and PhD in Biochemistry from Michigan State University. Contact: dmusick@genesystech.com
February 2026 continued the strengthening trend that began late in Q4 and accelerated through January, reinforcing the seasonal lift that typically emerges as the industry moves into spring. Dealer sentiment across the country remains optimistic, with most retailers describing the market as much better than it was at the same time last year. Dealer new unit inventory levels have improved significantly compared with February 2025, easing some of the pressure created by elevated stock levels over the past two years. While margins on new units remain tight, new unit retail sales are noticeably stronger than in the first quarter of 2025. The broader economic backdrop still carries a degree of uncertainty, driven by rising prices at the pump and the growing tensions in the Middle East—but those concerns did not materially impact powersports demand in February.
Wholesale pricing trends in February 2026 reflected this improving retail narrative, with most key categories strengthening both year-over-year (YoY) and compared to the trailing 90-day average. Domestic Cruisers led the charge, with Actual Wholesale Price (AWP) increasing 3% YoY and 6% versus the prior 90 days, highlighting strong dealer demand for used H-D product. Sport bike pricing also displayed a significant seasonal uptick, up 9% from the last three months. Off-road categories followed suit in MX and Side-by-Sides, outperforming 2025. Larger dollar specialty units also saw a significant rise over the trailing 90-day average. Marine and RV pricing, fueled by increased bidder activity and buyer demand, improved significantly coming out of the winter months. Overall, February’s pricing metrics confirm that wholesale values are firming sequentially as dealers prepare inventory for the spring riding season.
Looking ahead to the next 30–60 days, historical trends suggest wholesale values should continue to strengthen as retail demand accelerates into March and April. The improving balance in dealer inventory—particularly the significant YoY declines in new Side-By-Side inventory—is helping remove some of the downward pressure that affected used pricing throughout much of 2024 and 2025. For dealers, prioritizing acquisition of clean pre-owned units, maintaining tight control over aging inventory, and positioning inventory mix ahead of the peak riding season will remain critical. If current trends continue, February 2026 may represent the point where the market transitions from stabilization into expansion, setting the stage for a very solid spring selling environment.
www.npauctions.com/cp/npa-market-report
FEBRUARY ‘26 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE
FEBRUARY ‘26 VS. FEBRUARY ‘25
AVERAGE WHOLESALE PRICE CHANGE
By Lenny Sims
What a wild rollercoaster ride the powersports industry has been on with the COVID boom, the supply chain bust, the recovery and now the tariff hangover! So now that the smoke and mirrors are behind us, what did J.D. Power see for their 2025 Powersports Year-End review? Economic uncertainty was the likely factor behind muted consumer web traffic in the first half of 2025… Somewhat surprisingly powersports as a whole didn’t lose value and volume was pretty close to flat.
Cruisers dominated views across all user types, but their traffic share was slightly down year-over-year. Interestingly Indian was already starting to tick upward even before word came that Carrolwood purchased the iconic brand from Polaris. Cruisers and Sportbikes both showed the expected seasonal trends in pricing in 2025. Sportbikes are still performing particularly well compared to previous years.
But note the spikes in dealer traffic in a couple key categories: Dealers were way more interested in Touring Bikes than consumers or F&I sources. Dealers were also marginally ahead in Sportbikes, Sport UTVs and utility Side-by-Sides.
Other trends to watch from 2025:
• Snowmobiles saw more consumer interest in 2025 than 2024.
• In the Cruiser segment, Indian saw slightly more interest year-over-year.
• In the Sportbike segment, Kawasaki saw increased interest, while Honda ticked downwards slightly.
• Yamaha and Can-Am are the most popular Sport Side-by-Side manufacturers across our consumer and B2B segments.
• Sportbike values in 2025 clearly outperformed previous years.
The bottom line: Consumer spending on recreational goods and vehicles was strong and increased in 2025. If the tariff turmoil would ever settle down, powersports could expect more of the same according to the J.D. Power traffic and trends.
JD Power is the largest publisher of the most market-reflective vehicle pricing and information available for new and used cars, classic cars, motorcycles, boats, RVs and manufactured homes, offers in-depth shopping and research tools including a broad range of data, products and service and informational articles as well as tips and advice.
JD Power also produces electronic products, mobile applications, raw data, web services, web-syndicated products and print guidebooks.
For more information about our valuation products including CONNECT web values, the MarketValues app, API products, and print editions, call 800-544-6232, e-mail valuationsupport@jdpa.com or click here: www.jdpower.com
Mama Tried was founded with the intention to have a bike show with some soul! “Not bolting some bags and mirrors on it and calling it a ‘show’ bike,” is how co-founder Warren Heir, Jr. remembers it. The “social experiment with motorcycles as the glue to hold it together” has evolved into a global phenomenon over the years as an indoor invitational showcasing honest, homebuilt and unusual bikes. “Unusual” being the operative term for the February event.
“We are an event company, but really we’re an event organization that puts on parties,” notes co-founder Scott Johnson. This year LiveWire crashed the party with a
couple unusual customs: Gas Monkey Richard Rawlings and V-Twin Visionary himself, Jeff Holt built a couple custom LiveWires. “LiveWire thanks Richard and Jeff for bringing their unmatched talent, creativity, and flawless execution to their custom S2 Alpinista builds,” states Jon Bekefy, Head of Commercial, LiveWire. “Their willingness to explore new territory in electric motorcycle customization speaks not only to their vision as builders, but to where the movement itself is headed.”
Based on the S2 Alpinista platform, the two custom builds reflect the unique vision, craftsmanship, and creative DNA of each builder — demonstrating the versatility of the S2 platform while pushing the boundaries of what’s possible in electric motorcycle customization. “Together, the projects represent a new chapter in EV customization, where design, performance, and motorcycle culture converge without compromise,” Bekefy claims.
To view the behind-the-scenes building of each bike, visit Richard Rawlings’ Gas Monkey Garage YouTube Playlist: www.youtube.com/playlist?list=PLt46ozroXdND9BsH AIzfsnpdmY-TJwQhX and see Jeff G. Holt’s Instagram page for his “Hater Generator” build: www.instagram.com/ jeffgholt
“These one-of-one S2 Alpinista builds stand as proof that electric motorcycles don’t just belong in custom culture — they are helping define the next chapter,” Bekefy concludes. full year 2025 compared to the prior year. This increase in volume was offset by increased incentives implemented to drive demand in the market, resulting in a decrease in revenue of $2.3 million compared to the prior year. Operating loss decreased by $31.7 million primarily driven by a $25.0 million reduction in selling, administrative and engineering expense from cost reduction activities, including decreases in people costs and other spending, compared to the prior year.
“We will look to continue this positive momentum into 2026 as we focus on enhancing profitability and launching the S4 Honcho™ products,” concludes Donnez. For the full year 2026, The Motor Company expects LiveWire Group operating loss of $70 to $80 million.
According to BetaKit Canadian Tech & Startup News, Vancouver-based EV Hyperbike has seen a mass exodus as the C-Suite and Board of Directors began bailing out in February. “Damon announced in a short press release on Friday evening (March 6) that its board of directors, including the CEO and CFO, had resigned,” reports BetaKit. “The announcement is the latest in a steady stream of departures over the past month, including CFO Bal Bhullar (who was
replaced in an interim capacity by a longtime company contractor) and board member Karan Sodhi.”
The defections started on February 9, 2026 when the CFO was replaced by a contract worker. “Damon has appointed Dino Mariutti, a current contract consultant to the Company, as Interim Chief Financial Officer,” stated the press release. He succeeded Bal Bhullar, who informed the Company of her resignation to pursue new opportunities. Ms. Bhullar joined Damon in February 2024. “We are pleased to welcome Dino as Interim CFO,” said CEO and co-founder Dominique Kwong, CEO. “Dino has worked closely with Damon since 2017 and brings deep operational and financial insight to the Company.”
Then on February 23, Damon — a designer and developer of electric motorcycles and other personal mobility products that seek to empower the personal mobility sector through innovation — announced that Karan Sodhi resigned from the Board. “Mr. Sodhi’s resignation was not related to any disagreement with the Company.”
By March 10th only Rob Chartier, VP of Cloud and Information Systems, and Kurt Risic, VP of Vehicle Dynamics & Integration, Bay Area General Manager, were left on the “Meet The Damon Team” page on the website. Meanwhile BetaKit notes there were already three lawsuits pending, “including one from co-founder Jay Giraud that alleges the company did not pay him an owed bonus and backpay following his departure from the company. The other lawsuits allege Damon did not issue $3.2 million worth of shares to an advisor as promised, and that Damon has allegedly not paid $376,000 of rent for its Vancouver office. These allegations have not yet been proven in court.”
Take the money and run? At one point Damon’s HyperSport and HyperFighter bikes had secured a claimed 3,000 reservation deposits worth more than $100 million CAD. In December 2021, Damon secured $37.9 million in Series B funding as it went from product testing into manufacturing, following the announcement of a planned 110,000-squarefoot manufacturing facility to be built in Surrey, British Columbia (which never materialized).
Stay tuned…
After delivering 90,000+ eBike demo rides in 2025 and reaching 600,000 attendees in its first 4 years, Electrify Expo is expanding for 2026. “Electrify Expo proved that people don’t just want to look at the future — they want to experience it,” explains founder BJ Birtwell. “Demo Days takes that award-winning, hands-on festival and expands it into the largest demo event in North America. From EVs & hybrids to gas-powered vehicles & powersports, Demo Days offers the ultimate ride, drive, and demo experience for the whole crew to enjoy.”
Although EVs galvanized the early events, Birtwell felt there was a need not being met. “One question kept coming up: what would it look like if we took this same model and opened it to everything? Not just EVs. Every powertrain, every vehicle, every category. Gas and electric side-bysides. ICE Motorcycles next to eMotos. Trucks on dirt next to UTVs on dirt. Car culture, aftermarket, solar, autonomous driving, robotics and micromobility, all in one place. Let people experience everything back to back and decide for themselves.”
That’s Demo Days. Same playbook that built Electrify Expo. Now open to everything with a motor. Electrify Expo lives inside as the dedicated electric experience, still doing what it’s always done: letting the products speak for themselves, but on a much bigger stage as this shocking pivot from ebikes to ICE opens the doors for UTV demos and powersports dealers as well as the IBDs to participate.
For 2026 Demo Days Festival will be North America’s largest outdoor demo festival hitting 8 cities, offering hundreds of vehicles and purpose-built courses where you actually drive, ride and experience everything. From the Adventure Track UTV & Dirtbike Zone to the Motorcycle Demo District it is all outdoors. Every demo included. “What no website can fully explain is the feeling. The look on your kid’s face on the gokart. The stranger in line who becomes someone you’re still texting two months later. That’s what we built. We just used vehicles to get there,” concludes Birtwell.
Starting in Denver Stockyards May 30-31 and running to San Diego in December you can get butts in seats at Demo Days in your region. Dealers and potential partners can learn more at: demodaysfestival.com/pages/partners
Holding off the combined might of KTM, Triumph and Husqvarna Stark won the 2026 FIM SuperEnduro World Championship Manufacturers’ Title, marking the first time an electric motorcycle manufacturer has won the title in the series. Stark’s VARG EX competed directly against the ICE 2-strokes and 4-strokes from these established manufacturers… and beat them at their own game.
For Anton Wass, CEO and Founder of Stark, the championship victory validates the company’s founding mission: “From the beginning, our goal was simple: build the best off-road motorcycles in the world and prove their performance at the highest level of Racing. Winning the FIM SuperEnduro Manufacturers’ World Championship shows what is possible when innovation, engineering, and racing ambition come together.”
Team riders Eddie Karlsson and Toby Martyn finished 4th and 5th overall on the season, propelling Stark to the top of the manufacturers’ standings. “Our riders’ exceptional performances have culminated in a historic achievement: securing our first-ever FIM SuperEnduro World Manufacturers’ Championship title,” adds Stark Racing Director Sebastien Tortelli. “This represents a major milestone for Stark, the team, and everyone who has contributed to this journey.”
The journey from being denied entry to the championship to lifting a world title in just a few short years reflects the rapid evolution of Stark’s technology and racing program.
At the center of it all is what OMOWAY calls the OMO-ROBOT architecture, which uses vision processing with self-balancing tech to keep the bike upright, regardless of how fast it is going. That high-precision stabilization device is called the Control Moment Gyroscope, something you’d commonly find in spacecraft and satellite applications, and in this case actively stabilizes the motorcycle by rapidly adjusting angular momentum. This helps keep the two wheels upright at very low speeds or even when they’re brought to a halt. OMOWAY’s demonstration video shows the OMO X holding its own on a big seesaw, all without a rider.
OMOWAY says that the OMO X additionally adjusts its gyroscope settings based on the chosen config to account for the altered weight distribution and anticipated speeds. We’re also told that the cloud-based technology can learn frequently traveled routes and proactively adjust stabilization to match the terrain.
Starship-Inspired Front Face: Geometric triangle constructs the front face, presenting extreme aggressiveness and futuristic feeling, cutting through the air like an interstellar battleship, defining a new aesthetic of functionality.
It gets what the company calls the HALO Pilot that provides features like one-button parking capability, adaptive cruise control, and a summon feature that lets the scooter drive itself to the rider – features that were previously primarily limited to cars. The company plans to open pre-orders for the OMO X in Indonesia in late April, with an official market debut slated for late May. www.omoway.com/en/omo-x
By David Gatti
Something strange has been happening to dealership websites over the past 18 months. Google Analytics is showing a dip in organic traffic. The phone still rings. Leads are still coming in… But the numbers don’t add up the way they used to — and a lot of owners and GMs are quietly wondering if they broke something.
You didn’t break anything. Instead, the Internet changed — and once you understand what actually happened, there’s a clear path forward. A big part of that path runs through something you already own and most of your competitors are completely ignoring.
For the better part of two decades, Google worked like a library index. You typed a question, Google handed you a list of ten websites, and you clicked around until you found your answer. Every click was a visit. Every visit showed up in your analytics. The system made sense.
That model is over.
Google now answers questions directly on the search results page — no click required. Ask Google “what’s the best beginner adventure bike under $10,000” and you’ll get a synthesized paragraph at the top of the page before you ever see a dealership website. ChatGPT, Perplexity, and a half dozen other AI tools do the same thing. A rider used to visit five or six websites to build their knowledge before ever picking up the phone. Now they have a conversation with an AI, get their questions answered in minutes, and they’re ready to buy.
This is called zero-click search. It isn’t a glitch. It isn’t going away. And it explains exactly why your traffic numbers look the way they do.
Here’s the part that should give you some relief: the research traffic you lost wasn’t your best traffic anyway. Those were browsers, not buyers. The people still clicking through to your website today have already been pre-sold by AI. They know what they want. They know roughly what it costs. They just need to confirm you’re the right dealer to buy it from.
Your lead quality didn’t fall. Your lead volume from casual browsers did — and that’s a trade most dealers should be happy to make.
Before you exhale too deeply, there’s something important to understand. Zero-click search doesn’t mean your dealership is automatically included in those AI-generated answers. It means AI is doing the selecting for you — and if your digital presence is thin, outdated, or inconsistent, you won’t make the cut.
Make no mistake: the dealers who show up in AI-generated local answers are capturing an extraordinarily high-quality visitor. Someone who found your dealership through an AI recommendation has already passed through a filter. They weren’t scrolling. They were asking a pointed question — “best Yamaha dealer near Charlotte,” “who sells KTM adventure bikes in my area,” “dealership with good service reviews for side-by-sides” — and the AI handed them a short list. If you’re on that list, the visitor coming to your website or walking through your door is prequalified in a way that paid advertising almost never achieves.
That pipeline exists right now. The question is whether you’re in it.
Your Google Business Profile Is One Of The Most Powerful Levers You Can Pull Google’s local AI answers — the ones that show up when someone searches for a dealer near them — pull their information heavily from Google Business Profiles. Not your website. Not your Instagram. Your GBP. It isn’t the only factor, but it’s one of the few you can improve significantly this week with zero ad spend.
Most dealerships created their GBP years ago, verified the address, maybe uploaded some photos, and moved on. That was fine in 2018. In 2025, a neglected GBP is a direct competitive disadvantage — because AI doesn’t just look at whether your profile exists, it evaluates how complete, active, and trusted it is. And right now, most of your competitors haven’t figured that out yet.
Here’s what actually moves the needle: Complete every field. This sounds obvious, but most profiles are half-finished. Every category you list, every attribute you check (“wheelchair accessible,” “financing available,” “Spanish-speaking staff”), every service you specify — all of it becomes data that AI can match to search queries. The more complete your profile, the more queries you’re eligible to appear for.
Post consistently. GBP has a posts feature that most dealers use once and forget. Regular posts — new inventory arrivals, service specials, event announcements, even riding tips — signal to Google that your business is active. Active businesses get more AI visibility. Aim for at least one post per week. It takes ten minutes.
Populate the Q&A section yourself. Google allows anyone to ask questions on your profile and anyone to answer them. Most dealers don’t know this section exists. Get in there, ask the questions your customers actually ask (“Do you offer financing on used units?” “Do you service brands you don’t sell?”) and answer them yourself. This content feeds directly into AI responses.
Make your photos work harder. Upload highquality photos regularly — showroom, service bay, new inventory, your team. When you name those files before uploading, use descriptive language rather than “IMG_4872.jpg.” “2025-kawasaki-z900-red-in-stock.jpg” is a small thing that adds up. Freshness matters too; profiles with recently updated photos rank better in local results.
Respond to every review. Every single one — five stars or one star. AI tools assess sentiment and engagement when determining which businesses to recommend. A dealership that engages with its customers, even the unhappy ones, signals trustworthiness in a way that a silent profile never can. Responses don’t need to be long. They need to be genuine and consistent.
There’s a shift in thinking that ties all of this together. For years, your website was the first impression. A customer would find you on Google, land on your homepage, and that’s where the relationship began.
That’s no longer true for most buyers. The first impression now happens inside an AI answer, a Google map pack, or a GBP snapshot — before they
ever reach your website. Your website has become the confirmation, the place they come to after they’ve already decided you’re worth their time.
This is actually good news for dealers who are willing to adapt. It compresses the sales cycle. It means customers arrive better informed and more ready to act. But it requires accepting that the game has changed and that the work happens earlier in the funnel now — in the data, the content, and the presence you maintain on platforms like Google Business Profile.
The dealers who are winning right now aren’t necessarily the ones with the biggest ad budgets or the fanciest websites. They’re the ones who understood early that AI doesn’t reward the loudest voice in the room. It rewards the most complete, consistent, and trusted one — across every platform it reads, with GBP sitting near the top of that list.
Your GBP is a critical trust signal in this new landscape. It’s not the whole answer, but ignoring it while your competitors optimize theirs isn’t a risk worth taking.
The transition from traditional search to AI-driven discovery isn’t something that’s coming — it’s already here. Auditing and optimizing your Google Business Profile is one of the highest-leverage moves you can make right now. Fill in what’s missing. Start posting. It won’t solve everything on its own, but it opens a direct pipeline to high-quality buyers — and that’s too valuable to leave sitting on the table.
A dealer's action checklist for AI-driven local search
O T O D A Y Q U I C K W I N S
Audit categories & attributes
Add every relevant business category Check every attribute financing, test rides, open Sundays all expand your AI query reach
Write your own Q&A entries
Ask and answer 6–8 real buyer questions yourself Feeds directly into AI local answers about your dealership
Rewrite your business description
750 characters Brands, city, specialties Natural language, not ad copy AI reads this to categorize and recommend you
Verify NAP consistency everywhere
Name, address, phone identical on GBP, website, Yelp, Facebook Even "St " vs "Street" creates trust conflicts in AI data sources
D O T H I S W E E K B I G G E R L I F T S
Build out your products listing
Top 10–15 models: photo, description, price range Each product is individually indexed by AI buyers searching specific models can land on you directly
List all services explicitly
Manually add parts, service & repair, gear, financing, consignment Google won't assume each service listed expands your search eligibility
Upload a fresh photo set
15–20 photos: showroom, service bay, team, inventory Rename files before uploading "2025-kawasaki-z900-red jpg" beats "IMG 4872 jpg" every time
Respond to all unanswered reviews
Go back 6 months Reply to five stars and one stars alike AI reads sentiment a dealer that responds signals trustworthiness silence never can
K E E P D O I N G O N G O I N
Post once a week, every week
New inventory, specials, events, seasonal tips 10 minutes per post. Consistent activity is one of the strongest AI local ranking signals
Reply to every new review within 48 hrs
Set a weekly reminder Never leave a review dark. Even a brief reply signals active management to Google's algorithm and every buyer reading your profile
Refresh products & photos monthly
Update listings as stock changes, swap in new photos Stale profiles rank lower freshness signals trustworthy, current data to AI recommendation engines
Your GBP is now the first impression not your website AI sends pre-qualified buyers to dealers it trusts Make sure that dealer is you
Most competitors haven't touched their GBP in years Every box you check here is a gap they're leaving wide open for you to take
&
GBP is a direct pipeline to high-quality visitors already sold on what you sell They just need to find you first
By Don Amador
As Californians welcome the first day of spring, an unusually warm and dry start to the season serves as an early reminder of a growing reality: Wildfires are no longer a seasonal concern — it is a year-round challenge that requires shared responsibility. Rural, suburban and everywhere in between has been torched. The high profile Palisades and Alta Dena fires in Los Angeles are just the most recent reminders (and sad testaments to just how ill-equipped policymakers are to handle fires).
Over the past decade, California has experienced the most destructive wildfires in its history. In addition to last year’s high profile urban conflagrations, these events have reshaped landscapes, devastated
communities and impacted millions of acres of forests, rangelands, and watersheds. They have also affected access to public lands, damaged roads and trails and placed extraordinary demands on land managers, firefighters and rural communities. In response, a broad coalition of partners — including federal and state land management agencies, local governments, tribes, private landowners, recreation organizations and volunteer groups — is now working together to apply lessons learned and strengthen the resilience of California’s landscapes and communities. At the center of this effort is a shared understanding: healthy, accessible and wellmanaged lands are essential to both public safety and sustainable recreation.
Across the state, collaborative efforts are underway to reduce hazardous fuels, restore forest and watershed health and improve preparedness. These efforts are supported by science-based planning, increased coordination across jurisdictions, and a growing recognition that proactive management is critical to reducing wildfire risk.
Recreation communities — especially the offhighway vehicle (OHV) community — are important partners in this work. For decades, OHV riders, clubs and volunteers have contributed to trail maintenance, stewardship projects and on-theground monitoring of conditions across vast and often remote landscapes.
Equally important, the roads and trails used for recreation also serve as critical infrastructure. They provide access for wildfire response, support forest management activities and play a key role in postfire recovery. Maintaining these systems — and using them responsibly — is a shared priority.
As we move into the spring and summer months, we encourage all who live, work and recreate on public lands to take simple but meaningful steps to reduce risk and support safe, sustainable use:
• Follow fire restrictions and seasonal closures
• Use spark arrestors and maintain equipment to prevent ignition
• Stay on designated routes and respect land management guidance
• Be aware of weather conditions and changing fire risk
• Participate in local stewardship and volunteer efforts
For rural communities, continued investment in defensible space, emergency preparedness and local partnerships remains essential. For land managers and policymakers, sustaining the pace and scale of forest health and fuels reduction work will be critical in the years ahead.
We also recognize the human dimension of wildfire. The impacts extend beyond the landscape to the people who manage these lands, respond to emergencies and call these communities home. Supporting their well-being and strengthening the workforce needed to meet these challenges is an important part of building long-term resilience.
Spring is a time of renewal. It is also a time to prepare. Only by working together — across agencies, communities and recreation groups — can we reduce wildfire risk, protect lives and preserve natural resources to ensure that California’s public lands remain accessible and enjoyable for future generations.
The path forward is rooted in partnership, responsibility and a shared commitment to the lands we all value.
Don Amador has been in the trail advocacy and recreation management profession for 35 years. Don is President of Quiet Warrior Racing LLC. Don serves as the Western States Representative for the Motorcycle Industry Council. Don is Past President/CEO and current board member of the Post Wildfire OHV Recovery Alliance. Don is a Co-Founder and Core-Team member of FireScape Mendocino, a forest health collaborative that is part of the National Fire Learning Network. Don served as an AD Driver for the Forest Service North Zone Fire Cache during the 2022, 2023, and 2024 Fire Seasons. Don is a Northern California native and writes from his home in Cottonwood, CA.
Wherefore art thou? At the Motor Bike Expo! Verona is famous for being home to Romeo and Juliet, William Shakespeare’s tragic tale of star-crossed lovers from feuding families. However in modern times the city’s love affair with motorcycles has transcended all feuding factions. We saw Montagues and Capulets putting aside their differences, patch holders and priests all ogling the same custom bikes and kids young and old genuinely sharing the passion for everything from old scooters to the latest crop of Dakar Rally bikes!
The 32nd edition of Motor Bike Expo transformed Veronafiere into a global gathering for motorcycle enthusiasts January 23-25, 2026. More than 180.000 visitors attended the three-day event, an increase of 7% according to the promoters. There were also more than 700 exhibitors from 20 countries, 35 motorcycle manufacturers and over 3.000 motorcycles on display! And that doesn’t even include the demo ride areas or the full-sized EnduroCross course outside the show halls.
“These numbers confirm the continuous growth of a project that started as a dream and became a reality thanks to the intuition, teamwork and passion for motorcycles of thousands of enthusiasts and hundreds of companies,’” say Francesco Agnoletto and Paola Somma, creators and organizers of the event. ‘“Motor Bike Expo is not just a trade fair: it is the place where the world of motorcycles meets and interacts with motorcyclists…” In short, a love affair with motorcycles! But it is also a true litmus test of what is possible for powersports. “At MBE, you can discover new trends and understand where the market is headed.’”
The Motor Bike Expo got its start back in 1995 as a custom bike show, but it had grown over the years to include motorcycles of every variety. It has evolved from a local custom show with a couple dozen choppers to a global icon… second only to EICMA in Milan in terms of exhibitors, attendees and sheer scale! Yet despite this massive growth it remains true to its roots with the coolest customs from around the globe being honored. We saw the crew from Mooneyes in Japan next to a contingent of Vicla bikes
that would be right at home in Santa Ana! “Vicla” is a slang word for bicycle that Mexicans created, referring to metalflake, fishtailed Harleys we used to call “cholo bikes” — whatever you call them, the crowd couldn’t get enough of them.
Among the institutions playing matchmakers were our hosts from the ITA (Italian Trade Agency). They have become a driving force for incoming major foreign buyers and dealers alike, as part of the ITA’s mission to promote “Made in Italy” around the world. Mission accomplished as 32% of the attendees came from abroad, confirming the international appeal of the event. Exhibitors come from all over the world, including leading the United States, Japan, and somewhat surprisingly, the United Arab Emirates.
While Juliet may have been in the dark about Romeo’s whereabouts, the motorcycle world had its eyes on Verona for the show. The digital numbers speak for themselves, highlighting how Motor Bike Expo is also a media event and not just a ‘physical’ one: More than 1.2 million views on Google, 7.4 million on Facebook, 6.7 million on Instagram were recorded in
three days! There were 800 accredited members of the media covering the event from every angle, with all the major national newspapers, TV stations and blogs in attendance, as well as some distinguished international guests… and me and my long-time friend Zapata Espinoza. Zap and I started covering EICMA in Milan back in 1990 and it is always a treat to compare notes after a show.
“Easily the one take-away I had was just how passionate European moto enthusiasts are about motorcycles,” says Zap. And from that thought, the question arose, “why is it that such grand motorcycle shows don’t/can’t exist in America? Don’t we love motorcycles too?”
With the loss of Dealer Expo and the International Motorcycle Show series, the U.S. is suffering from an unrequited love affair. Time to rekindle that passion! Make a date for next year, when the Motor Bike Expo returns to Veronafiere January 22-24, 2027. Click here for details: www.motorbikeexpo.it/en
We first ran into the National Powersport Auctions crew at EICMA in Milan, where CEO Jim Woodruff, Chief Revenue Officer Ryan Keefe and as of then unannounced NPA Europe Boss Marc McAllister were on a fact-finding reconnaissance run. So much for keeping it a secret when Dealernews stumbles onto it. By the time MBE in Verona was going off, the now officially announced NPA European Managing Director Marc McAllister was in the new Hannover, Germany facility. He was busy explaining how working with NPA can now benefit European dealers by freeing up cashflow and creating faster inventory turn. Find out more by visiting: www.npa-europe.com
Once we were back from Verona, we asked Woodruff for the full story on “why NPA Europe?”
Europe’s powersports market is at an inflection point. While new unit registrations experienced impressive 10% growth across major markets in 2024, the real story — and the real opportunity — lies in what’s happening with pre-owned inventory. History demonstrates a consistent pattern across powersports and automotive markets: strong new-vehicle sales inevitably lead to a surge in trade-ins and off-lease inventory. The dealers who thrive aren’t those who simply process this preowned inventory as a necessary evil. They’re the ones who recognise it as a strategic profit centre and approach it with the same rigour they apply to new vehicle sales.
European dealers are facing this moment right now. And most are ill-equipped to capitalize on it!
European dealers face three critical remarketing challenges that directly impact profitability:
Trade-in decisions are often made without realtime wholesale data. Relying on outdated guides or guesswork leads to over-allowing on trades or passing on units that could have been profitable.
Pre-owned units sit too long. Many European dealers hold inventory for 60–90 days or more, tying up capital and increasing carrying costs with every passing week.
Market reach is limited. Dealers know certain models sell better in other regions, but accessing those buyers requires time-consuming networking and complex logistics — leaving opportunity untapped.
These aren’t problems unique to Europe. They’re the same challenges American dealers faced two decades ago, before the industry modernized its approach to remarketing. The difference is that European dealers are confronting these challenges at a time when consumers have more information, expect faster transactions, and have grown accustomed to the transparency of digital marketplaces. The old ways — gut-feel pricing, word-ofmouth sales, regional auction houses with limited reach — simply can’t compete.
The fundamental problem is data. Or rather, the lack of it. When a dealer takes in a 2021 BMW R 1250 GS with 15,000 kilometres on trade, what’s it actually worth at wholesale? Not what the book says it might retail for. Not what the customer claims they saw online. What will another dealer actually pay for it at auction today?
In North America, this question has a precise answer. Dealers access real-time wholesale transaction data covering tens of thousands of actual sales. They see what similar models sold for last week, in comparable condition, in similar markets. They know their numbers before they make the trade decision. Most European dealers are operating blind. They’re basing six-figure inventory decisions on outdated guides, competitor websites (which show asking prices, not transaction prices), and instinct. Even the most experienced dealer can’t compete with actual market data.
This data deficit creates a cascade of problems:
• Dealers over-allow on trades, eroding new unit margins
• Inventory sits longer than necessary because asking prices don’t match market reality
• Dealers miss opportunities to acquire vehicles that would sell quickly at good margins
• Geographic price disparities go unexploited because dealers lack cross-border market intelligence
The second challenge is access. European powersports remarketing remains surprisingly fragmented and regional. A dealer in Munich with excess adventure bike inventory has no efficient way to connect with dealers in Milan who are short on that exact category. Crossborder transactions that should be routine require extensive networking, travel and relationship-building. Meanwhile, the rest of the automotive world has gone digital. Cars, trucks and commercial vehicles move seamlessly across borders through sophisticated online auction platforms. Yet powersports remarketing in Europe still relies heavily on physical auctions with limited geographic reach and inflexible timing.
This isn’t a technology problem — the platforms exist. It’s an adoption problem. The European powersports industry has been slow to embrace digital remarketing tools, partly because dealers are (rightfully) cautious about change, and partly because no major player has made the investment to bring world-class remarketing infrastructure to the European market.
That’s changing…
American and Canadian dealers who’ve embraced datadriven remarketing follow a different playbook: They make confident trade-in decisions based on real-time wholesale data, not guesswork. A dealer in California considering a trade knows exactly what that model is selling for in Florida, Texas and Ontario. They factor in transportation costs and regional demand differences. They make informed decisions.
They turn inventory faster by pricing to market reality. There’s no three-month guessing game. Vehicles are priced competitively from day one based on actual transaction data, and they move.
They access buyers nationally — even continentally — through online auction platforms. A specialty sport bike that might sit for months in a small-town dealership can be in front of 5,000 qualified dealers within 24 hours.
They use multiple selling channels simultaneously. Live physical auctions for local inventory. Simulcast online bidding for dealers who can’t attend. 24/7 digital platforms for routine inventory. The right channel for each vehicle type.
The results speak for themselves. North American dealers who adopt this approach typically see:
• 30-40% reduction in inventory holding time
• 15-25% improvement in wholesale margins through better pricing intelligence
• Significantly reduced carrying costs
• Improved new unit profitability because trade-in decisions are data-driven
Three factors make this the ideal moment for European powersports remarketing transformation: First, the inventory is coming. Strong new vehicle sales in 2024 mean a wave of trade-ins and lease returns in 20252026. Dealers who manage this inventory efficiently will thrive. Those who don’t will see margin erosion across both new and pre-owned departments.
Second, the technology infrastructure is mature. The remarketing platforms that transformed North American powersports didn’t exist 20 years ago. Today, they’re proven, refined, and ready to deploy in new markets.
Third, dealer expectations are changing. A new generation of powersports dealers — digital natives who’ve grown up with data analytics and online marketplaces — are taking leadership roles. They’re not satisfied with “that’s how we’ve always done it.” They demand better tools.
European dealers don’t need to reinvent remarketing. The model exists. They need to demand that their industry provide the infrastructure that’s been standard in North America for years:
• Real-time wholesale transaction data, not outdated guides or retail price speculation.
• Efficient digital platforms that connect buyers and sellers across borders, not just within regions.
• Multiple selling channels — physical, simulcast, and online — that give dealers flexibility.
• Transparent pricing and condition reporting that reduce risk and build confidence in remote transactions.
The dealers who adopt these tools first will have a significant competitive advantage. They’ll make smarter trade-in decisions. They’ll turn inventory faster. They’ll access broader buyer networks. They’ll operate with better data than their competitors.
This isn’t theory. It’s the proven North American model, refined over decades. Europe’s powersports remarketing infrastructure is simply 15-20 years behind. That gap is about to close rapidly. The question for European dealers isn’t whether remarketing will modernize. It’s whether you’ll be an early adopter who gains competitive advantage, or a late adopter playing catch-up.
The pre-owned opportunity is here. The only question is who will seize it.
The Motorcycle Industry Council and its Board of Directors thanked Jim Woodruff, CEO of National Powersport Auctions, for a decade of “extraordinary leadership on the board, bringing strategic vision and passion to his service, and for serving as Secretary/ Treasurer since 2017.” According to MIC’s RideReport, Woodruff provided steady financial stewardship, strategic guidance and thoughtful leadership that helped position the MIC to support the industry through a period of unprecedented challenges. Dealernews jumped in with Woodruff at AIMExpo to thank him for his efforts and get an update on the state of the union while we were at it: www.youtube.com/watch?v=p8mZU8owE zg&list=PLLU8FMCVH0D5jDUc-6jd3uR0dBmK6fHL&index=11&t=34s
Noting that Woodruff’s contributions were especially impactful as the association navigated the COVID-19 pandemic, evolving PFAS and emissions legislation, tariffs and other complex policy and market issues, Derek Brooks, MIC Board Chairman and Motorcycle Product Line Manager at Yamaha Motor Corporation, U.S.A. said: “Jim’s leadership and long-term perspective were instrumental in helping the MIC remain strong and responsive during pivotal times for the industry. His contributions have left a lasting mark on both the association and the industry we serve.” Beyond his role as Secretary/Treasurer, Woodruff contributed to MIC’s market expansion efforts, supported critical research and data initiatives, and served as a trusted industry expert. He frequently advised MIC staff, engaged with policymakers on behalf of the industry, and spoke with journalists to help provide a bigger picture on motorcycle sales.
As CEO of NPA, the industry’s primary wholesale channel for pre-owned powersports vehicles, Woodruff brought a practical, market-informed perspective to the board, and his deep understanding of OEM, dealer, and lender needs strengthened collaboration across the industry. A lifelong rider and advocate, Woodruff’s contributions have helped shape MIC’s voice and helped position the industry for continued growth.
“Thank you, Jim, for your hard work and dedication to the industry and the MIC Board of Directors.”
Straight from second place at King Of The Hammers to the historic Mint 400 podium, Segway’s Super Villain continues to rewrite the history books. The Mint marked the brand’s first-ever competitive appearance at the iconic Las Vegas desert race, a part of the American Off-Road Racing Championship (AORC) series. With driver Jacob Zuccone and co-driver Samantha Rode flying the Segway Factory Racing flag, the dynamic duo took on one of the toughest off-road races in North America.
Competing in the highly competitive UTV Pro Stock Modified class, the Super Villain delivered during its debut, putting in a P3 podium finish. Maybe even cooler was cruising the Las Vegas Strip in the Super Villain! Miss the Mint 400? See Segway’s premiere here: www.youtube.com/watch?v=Xs8MvootrWY
Looking to help dealers cash in on the Mint, Segway Powersports also officially announced the MSRP of the Super Villain at $33,999. “With the race performance serving as a real-world showcase of the vehicle’s capability, pre-orders for the Super Villain are now open at authorized Segway Powersports dealers nationwide,” says Marketing Director Gabriel Cruz. “Segway is giving enthusiasts the opportunity to secure one of the most anticipated side-by-side launches in the industry.”
Want to be a winner? Sign up to become a Segway Dealer: www.segwaypowersports.us/become-a-dealer
Following the opening of pre-orders for Segway’s Super Villain the first week of March, the brand’s entire initial inventory allocation had been fully claimed in just two weeks! Sold out before it even reached the market! “Seeing the response from dealers and customers — and having the first wave of inventory spoken for so quickly — validates the work our entire team has put into this program,” says JJ Pecsok, National Sales Director of Segway Powersports. Super Villain models have already begun shipping to dealerships and will continue arriving through early April. Segway Powersports is ramping up production to meet continued demand, with additional inventory expected to become more widely available throughout Q2 2026. Dealers can begin placing pre-orders now to secure preferential allocation as additional units become available. Interested dealers are encouraged to contact their Segway Powersports District Sales Manager to reserve upcoming Super Villain inventory.
Already serious about technical track wear, Alpinestars unveils its Spring 2026 Sportswear Collection, blending the brand’s motorsports heritage with contemporary streetwear influences. Oversized silhouettes, bold graphics, and modern fleece constructions define a lineup that expands core offerings with new hoodies, tees, outerwear, shirts, headwear, bags, and accessories designed for everyday comfort and style. Tees embrace oversized silhouettes with relaxed fits and bold graphic treatments. Standouts include the oversized Alter, Focused, One, Overhang and Wild tees, alongside classic CSF styles such as the Angler, Authority, Order and Pop tees, all featuring distinctive Alpinestars graphics and branding. Shop the collection here: www.alpinestars.com/collections/2026-spring-sportswear-collection
Bigger is better! That’s the American way, so it figures the patriots at S&S Cycle would offer revolutionary performance in the M8 power struggle. Billed as “the perfect sleeper package” the 131 ci kit for 2017 and up M8 models pumps up performance without having to machine the cases. The Dyno doesn’t lie! “Boost engine performance with a bolt in kit to pump up the cubic inches of your M8,” says Howard Kelly, VP of Marketing. “With a Bore and Stroke of 4.250” x 4.625” the 131 kit brings compression to 11.0:1 and requires no machine work for installation. Cylinder finish matches stock so no one can tell you have upgraded, unless you install the included 131” cam cover badge.” All necessary gaskets are included, and the kit retains stock engine height. www.sscycle.com/products/hot-set-up-kit-131-4-5-8-stroke-updated-profile-w-cylinderspistons-wblack-no-highlight-2017-up-m8/
Just in time for March Madness, Sedona Tire & Wheel has rolled out a new starting 5 ATV/UTV wheels. This dream team marks Sedona’s most significant wheel launch in more than six years and brings new innovation, expanded fitment options and bold styling to the off-road market. Time for a full court press! “As a true partner to our dealer network, we are always asking how our brands can improve and deliver fresh products that attract new business,” says head coach Trey Turner, VP of Sales of WPS. “As a result of those efforts, we are pleased to share our new wheels and tires from Sedona. They bring improved performance with bold, fresh designs that customers are already taking advantage of.” Leading the lineup are the twin towers at the “center” of the team: Adapt Beadlock and Fusion, the first dual-drilled wheels to enter the ATV/UTV industry. Both wheels are cast from A356 aluminum and machined in 4/137 and 4/156 bolt patterns, allowing them to fit a wider range of vehicles and simplifying inventory for dealers. All five wheels will be available in different sizes exclusively through Western Power Sports beginning Spring 2026, with additional finishes and sizes planned later in the year.
Forget “artificial” intelligence, the all-new HJC i11 is really a smart choice when it comes to a full face helmet tested to Snell’s latest standard and priced to protect riders’ wallets as well as their noggins. Although HJC will neither confirm nor deny the “i” stands for “intelligence”, they do say that the i11 is “a next-generation full-face sport helmet built on the proven i10 platform, featuring a newly developed aerodynamic shell for improved stability at speed.” Certified to the latest SNELL M2025D standard, it delivers upgraded protection with lightweight comfort and efficient ventilation. With 3 shell sizes and 4 multi-density EPS liners, the i11 offers an optimized fit and balanced weight distribution. Riderfocused features include the HJ-38 visor, emergency quick-release cheek pads, and Bluetooth-ready interior compatibility. Bottom line: brainiacs and penny pinchers alike will appreciate the $179.99 MSRP for solid colors, $184.99 for graphic versions.
RST + D30 = WPS
New math? By integrating D3O’s industry-leading, CE-certified armor into critical impact zones including shoulders, elbows, knees and hips, RST delivers enhanced shock absorption while maintaining the comfort and flexibility that riders demand in the latest riding apparel. And the sum of RST + D30 will be distributed in the USA by WPS. RST will also offer D3O as an aftermarket accessory, an opportunity to upgrade existing protection already in circulation. These addons will provide significant improvements in safety, increasing protection from CE Level 1 to Level 2 performance. “The integration of D3O into this new RST collection represents a major step forward for rider protection in our market,” said Anthony Armsby, Vice President of Rider Gear at Western Power Sports. “RST already has a strong reputation for performance and value, and adding D3O’s proven impact technology gives dealers and riders even greater confidence in the protection and quality the brand delivers.” See your WPS road warrior or click here for more details:www.rst-moto.com/en-us
Missourian
By William Douglas Little; Two Old Guys Racing, LLC
Idon’t know why, exactly, but if you warn me to not do something, I can pretty much guarantee that I’m going to do it. The more someone says “don’t,” the more I want to. That’s kind of how it’s happened with my buddy Mark and I deciding to start racing again after 25 years. We might’ve gone through with it anyway — probably would have — but once people started warning against it:
“Oh, that’s a terrible idea!”
“Don’t do that at your age!”
“That’s a foolish thing to do. You’ll break a hip!”
Yeah, that pretty much ensured that it was going to happen.
Sure, we’re both red-blooded, prideful, American males and I’m sure there’s a touch of narcism in there somewhere. We’re from Missouri — the “Show Me State” — and yes, that’s a well-earned title. We’re a skeptical bunch, round these here parts, but we’re also kind of the, “Let Me Show You” state, which can easily be translated to, “Here. Hold my beer!” In other words, we don’t back down from a challenge.
And maybe some of that — or even all of that — is why I found
myself picking my bike up from the track at the first North Central Region Area Loretta Lynn’s Qualifier… in the middle of Kansas on the third weekend in March… with my right knee burning and collapsing to the side as I struggled to get of the race line. The ACL and it’s long-held title of “my good knee” are now both things of the past.
I’d known for months that Mark wouldn’t be able to race this first Area Qualifier, but I went anyway. I saw some advantage of being there and not missing a single race. Besides, we had actual sponsors who’d invested in this effort and I didn’t want to let them down.
That dedication earned me, (according to the MRI results), impact fractures on both sides of the Tibial Horn Plateau, multiple meniscus tears, a tear of the meniscus root, a bucket handle tear flipped into the knee joint, a full-width ACL tear and, oh yeah, my kneecap is sitting in the wrong place. Maybe from all of the swelling, maybe something else. (They’ll see when they get in there).
Now, you might expect me to be discouraged, especially with all of this happening at the first race. That would be logical.
However, I surprised myself. Even back in the pits, as my wife and I loaded up the toy hauler and I drove us home a day early, (a 7-hour drive was better than being stuck in a hospital in the middle of another state), I realized that my attitude wasn’t what I expected.
I was disappointed, sure, but I wasn’t devastated. Nor did I think it was over.
I knew the ACL was gone. I’ve been down that road a few times on the other knee and, well, knees aren’t supposed to just dangle like a swinging loogie as this one was — but somehow, I knew this would just add to my story.
You see, I didn’t start into this because it was easy. We all know that motocross is a brutal sport — especially on a Vet Rider’s body. And, I didn’t start this because I had delusions of grandeur, thinking that I was going to be the next superstar to leave Loretta’s with a Number 1 plate. Sure, I like to win, but that’s not what this has been about for me from the start.
I did this because that proverbial “they” say that you can never go back. Well, “they” are wrong and I’m sure of it. You can go back — you just have to be willing to try.
I wanted to feel the experience again. I wanted to go racing with my buddy Mark like we did as teens. I wanted to have a reason to pursue a huge goal, to feel alive again, smelling race fuel exhaust and nervously staring down on that worn, metal gate with two nervous fingers ready to release the clutch at its first movement.
I wanted to feel the anticipation and the hope and the adrenaline and I wanted to take it all in and have a blast doing it! And I wanted all of this, no matter the outcome… basically, I suppose, I wanted to feel… not “old.”
And frankly, I knew that all of these things can still happen.
The following weekend was the first round of the Missouri State Motocross Championship Series, held at a great track called 4-State Moto Complex in Neosho, Missouri. Months back, we’d asked our friend and former champion, Guy Cooper, if he’d be willing to join us for that round and, with me on crutches, it seemed perfect that people’s eyes wouldn’t be on me in the +50 Vet class!
All week I wrestled with the idea of riding a lap in each moto in order to at least gain last place points for the series, which might come in handy if I had to miss a couple of rounds for surgery and rehabilitation.
That morning, I woke up at 2AM and drove my wife nuts for an hour, indecisively back and forth on whether or not I felt up to it. She finally told me to get my butt in the truck.
What the hell… pain also reassures us that we’re still alive.
A few hours later, I cranked on a new Mobius X8 brace, threw my bad leg over my Beta RX450, (keeping my pain-winces to myself as I went), then gimply-pushed my bike from staging to the starting gate.
Yes, this was a bad idea, even riding just one lap. One dab of the foot in a rut, one misjudged line or simply falling over could’ve not only ended my racing, but also my ability to ever walk right again. (But then, I’ve got over 54 years of experience in bad decision-making, so I’m well-versed in how to do it).
What came next made any concerns I might’ve had wash away in an instant.
As I sat there watching the race ahead of us cross the finish line and the kid with the 30-second board made his way to the track to signal our start, I happened to glance down the line to my left. What I saw made me smile.
I realized that I was lined up with two of my moto heroes.
My buddy Mark, who is a few years older, was the person who taught me to take racing seriously at a pivotal time in my teens. And, of course, Guy Cooper, who I used to watch race on TV and who I followed in the magazines. Both had started out as people I’d looked up to in the sport that I love and now, both were my good friends. And more importantly, both were right there on the same starting line as me, waiting for the same gate to drop.
Sure, it’d have been easy to walk… er, hobble, away from this whole thing. I’m 54 with a seriously injured knee. Even the awesome sponsors who’ve supported us would’ve understood. The rest of the summer’s story simply would have been Mark’s and, frankly, I’d have been fine with that.
But I realized in that moment, as the engines began to rev and the kid’s board turned sideways, that had I done that — had I given up and not taken the risk — I’d have missed that opportunity to do exactly what I set out to do this summer… to once again enjoy the experience of racing with friends.
Hold my beer! I got this!
EDITOR’S NOTE:
Once and future Top 100 Dealer Bill Little is back in the saddle, both as a dealer and a racer. Given his perspective on the industry and unique skill set (think Mayhem from the insurance commercials), coinciding with midlife crisis and ill-advised goal of making the field at Loretta Lynn’s while going back to work in a dealership we decided to chronicle the misadventures of www.2OGRacing.com (Two Old Guys Racing) and their quest for the holy grail... What could possibly go wrong?
From RK Excel — It is with profound sadness that we announce the passing of industry icon Frank Tatsuo Miyake.
Born in Los Angeles on November 2, 1942, and passed peacefully in his sleep February 10, 2026. Frank is survived by his loving wife and business partner Barbara and he will be greatly missed by legions of friends and colleagues throughout the global motorcycle community.
After college and service in the United States Army, Frank launched his successful business life as a Los Angeles Times advertising representative. His keen interest in motorcycles eventually drew him to the industry. In 1977 Frank left his position with Sudco to launch FTM & Associates where he focused his talents and energy into sourcing, importing and marketing specialty brands.
Eventually the company brand portfolio included RK Chain, Excel Rims, SBS, Bendix Brakes, Fram-Autolite, ThreeBond, Add-Awn, AFAM Sprockets, Ken Sean Mirrors and Napoleon Mirrors. (sidenote Frank had all the inserts pre-printed and shipped to Dealernews presses in Duluth since the insert rate was less than half the price... brilliant).
As business expanded so did the need for more staff and bigger facilities, including an Oceanside, California warehouse headquarters still in operation today. In 2007, Frank rebranded the company as RK Excel America Inc., reflecting its growth and long-term vision.
Throughout his career, Frank Miyake was known as a tireless advocate for the Powersport industry. Frank dedicated his life to expanding and strengthening the motorcycle market in the United States. He played a pivotal role in the Motorcycle Chain Anti-Dumping campaign, making frequent trips to Washington, D.C. to help ensure fairness and integrity within the industry. He also contributed to the MIC ridership initiative with the stipulation that the donations remained anonymous.
Frank’s legacy of leadership, advocacy and passion for motorcycling will continue to influence the industry for generations to come.
To the leaders, builders, advocates, and riders who shape our industry:
I’m writing because I care deeply about where bicycles — and electric bicycles — are headed. We are at a crossroads. The decisions we make about language, power limits, and definitions will determine whether Class 1 e-bikes remain accepted as bicycles — or get grouped with much more powerful machines that don’t belong in the same category.
It’s time to define our language and it’s time to draw a line in the sand of when e-bikes become too powerful
Words Matter
Today, the term “e-bike” is used to describe everything from a lightweight pedal-assist mountain bike to electric mopeds and full-blown electric motorcycles. That lack of precision creates confusion — and conflict — with land managers, other trail users, parents, and lawmakers.
If we don’t define our terms, others will define them for us.
Ideally, “e-bike” would mean one thing: A Class 1 pedal-assist bicycle with a maximum assist speed of 20 mph, no throttle, and a motor not exceeding 750 watts of peak power. Instead, the label has expanded to cover vehicles with throttles, higher speeds, and significantly more power. That blurring of categories puts access at risk.
We need distinct names for distinct machines:
E-bicycle (EMTB): Class 1 pedal-assist only (20 mph max assist, 750 watts max peak power)
E-moped: Throttle-equipped or faster than 20 mph or exceeding 750 watts, incl. Class 2&3
E-motorcycle: High-power electric motorcycles well beyond bicycle-level performance
Clear labeling should be mandatory. Every electric vehicle should visibly state its category, assist speed, and peak motor power. This isn’t about enforcement — it’s about clarity and accountability.
The 750-watt peak limit is not arbitrary. It helps determine whether a vehicle is treated as a bicycle or a motorcycle — and whether it remains welcome on trails and bike paths. Maximum peak power and nominal (or average/rated) peak power are not the same.
A bike limited to 750 watts peak never exceeds that output. A motor rated at 750 watts nominal can produce much higher bursts of power. That difference is significant.
Class 1 e-bikes gained acceptance because they behave like bicycles: pedal-assist only, no throttle, limited speed, and moderate power. If we allow power creep — higher torque, faster acceleration, motorcycle-like performance — we shouldn’t be surprised when access disappears and regulations increase.
We are already seeing warning signs. In New Jersey, a bill was already signed that will require insurance, registration, motorcycle helmets, and will restrict trail access for electric bikes. In California, lawmakers are working to reinforce the 750 watt peak limit to improve safety and preserve trail legality. These debates are not theoretical — they are happening now.
To manufacturers: Resist the temptation to chase bigger numbers at the expense of long-term access. Short-term sales gains could lead to long-term collapse.
To media and marketers: Use precise language — even when it’s less convenient. Help draw and defend the line that protects this category.
To riders: Ride responsibly. Understand what’s at stake. Don’t take trail access for granted.
To advocates and trade groups: Defend Class 1 clearly and consistently. The industry must selfregulate until the laws are defined.
In order to protect what we have we must stop asking how much power we can get away with — and start asking how much power is too much. — Hans Rey
Flying Floyd. The Motorcycling Life of Floyd Emde, written and published by Don Emde, tells the story of his father, Floyd Emde’s legendary years in motorcycle racing, multiple dealerships and building race bikes for his three sons and a daughter. Those familiar with the “Harley and Indian Wars” of the 1940s will enjoy the week-to-week coverage back in Floyd’s racing years including his personal written notes after every race, plus his wife Florence’s handwritten results in many souvenir programs.
• Floyd Emde’s forty years as a pro racer, dealership owner, and race bike builder
• Floyd and Florence’s personal race notes, original programs and other period materials
• 1,000+ images taken by Bob Magill, Shorty Campbell and other top photographers
• 420-page hardbound book
