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OF THE DEALER.

BY THE DEALER.

FOR THE INDUSTRY.

SINCE 1965

SEPTEMBER 2026

WE ARE BETTER TOGETHER

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CONTENTS 06 WORLD’S LUCKIEST MAN 08 EDITOR’S NOTE 10 LETTERS+ 14 NEWS+ Bob Althoff For The Industry

60 OEM UPDATE 64 PRESS PASS+ 68 GEAR+ 72 OPINION+ 75 AD INDEX 76 VALE+ 78 BACKFIRE+

Smokin’ Fantic 300 2-Stroke

Robin Hartfiel On Too Big To Fail

Born Free 17

The Industry Speaks

Kids!

KTM Recovery, BRP Makes Bank, NPA Hosts Financial Summit

One Step Forward, One More Trip To The ER For Bill Little

16 SHIFTING GEARS+ 20 Dealer News+ 22 Dealer News+ 24 Q2 FINANCIALs 28 Dealer News+ 30 INDUSTRY RESEARCH+ 34 INDUSTRY RESEARCH+ 36 INDUSTRY RESEARCH+ 39 eDEALERNEWS 40 CURRENTS+ 44 OEM UPDATE 48 INDUSTRY RESEARCH+ 50 ADVOCACY+ 56 ONE MAN’S OPINION

Personnel Postings Courtesy Of MIJ

This Issue Brought To You By…

Supersonic Dealership Group Accelerates Roll Out The (Bourbon) Barrel

Godspeed Ray Blank Hank Desjardins On Leveraging AI

RideNow Reports Results

RideNow Tallahassee Takeover Don Musick On A Balancing Act, Part III Jim Woodruff On NPA AWP Action JD Power Reports The Battle Is Heating Up TEWA Takes Off!

Energica Is Back, Honcho Ready To Go Racing LiveWire Losses Continue In Q2 David Gatti On Fuzzy Logic

Don Amador Announces We Really Are Better Together Serge Says Pay Attention To DealerConnect

22 4

Juan Pardo, Steven Towers & Logan Parker

OUR TEAM 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 Michael Maledon Elway Powersports Group 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 Blake Foulds Account Executive (760) 715-3045 blakefoulds@dealernews.com Brenda Stiehl Production Manager brendastiehl@dealernews.com

Ken Vreeke, Gary CHristopher & Ray Blank

John Murphy Publishing Consultant johnmurphydn@gmail.com Dealernews Magazine 3250 Knoll Dr. Columbus, OH 43230 www.dealernews.com

SEPTEMBER 2026

As fans, we have watched in horror the demise of almost every monthly general interest motorcycle publication in print. While we are a hybrid of two or three print issues per year and feeding the digital sphere with 80-100 pages per month of virtual editorial content, not to mention countless social media postings reaching into the hundreds of thousands of “impressions” per month, we are proud to still be here, staying true to our mission.

World’s Luckiest Man By Bob Althoff

FOR THE INDUSTRY…

ur Dealernews team thinks about “why” we say what we say as much or more than “what” we actually say. As always, over our six plus decades of existence, our North Star is the Dealer. Our Founders and the many Publishers, Editors Columnists and Contributors who have been stewards of this publication have hewn to a core belief: We believe that the Dealers must be served; they must be respected; they must be listened to. The reason? Not because they are inherently more important than anyone else in the Powersports ecosystem. Not because they are smarter, or more passionate. Rather, it is because as Arthur H. (Red) Motley said, “Nothing happens unless Someone Sells Something.” Ipso facto Dealers matter. Turn back to our cover. Gus Stewart, our talented Creative Director, has depicted something else in the Dealernews DNA — we exist not just for Dealers, but to serve our entire Industry!

In the end, our mantra of “We Are Better Together” must be the mantra of our entire industry. That is why our cover tagline reads: OF THE DEALER, BY THE DEALER, FOR THE INDUSTRY. To truly be “for the industry” all of us must view one another as important and worthy of collaboration. We must be open to new avenues of cooperation, planning and execution around common goals. We must be bigger “as” an Industry than to be isolated players “in” an industry that exists in name only. When all is said and done, we will have failed when Elon’s million Optimus robots are the only ones riding their Self-driving motorcycles (wonder if they will meet up to raise money for sick kids and fallen heroes?). What we build, we must build together. What we leave, we must leave better than we found it. What we do is too profoundly important to be left to those who cherish “market share” more than sharing the love of this market. As you read these words; as you consider our “bigger mission” and as you weigh your personal commitment to this incredible industry, please know this: Dealernews will sometimes lead; sometimes follow; but always strive to be the glue that binds us to one another. For the Industry, Bob

Find the why... As Bob Althoff so astutely notes: “The reason? Not because they are inherently more important than anyone else in the powersports ecosystem. Not because they are smarter, or more passionate. Rather, it is because as Red Motley said, “Nothing happens unless Someone Sells Something.” Dealers selling something keeps the collective “industry” rolling along, but Bob posits we are an industry in name only. Too many mavericks in this herd of cats to really speak with a collective voice, provide for common good and remain ultimately sustainable. As the cover art illustrates, if the wheel bearings at the center of the hub fail, the whole powersports wheel can spiral out of control. We are certainly not too big to fail… but maybe we are big enough to succeed?

Editor’s Note By Robin Hartfiel

TOO BIG TO FAIL N

obody is too big to fail.

As we learned from the banking industry crisis in 2008 where it was assumed the financial institutions were on the brink of collapse. The subsequent bailout of Wall Street banks and other financial institutions deemed too big to fail changed the world economy forever. Following the collapse of Lehman Brothers, Congress passed the Emergency Economic Stabilization Act (EESA) in October 2008. The rescue measures included the $700 billion Troubled Asset Relief Program (TARP), which authorized the U.S. government to purchase distressed assets to stabilize the financial system. However, the FDIC is not going to step in and bail out powersports’ ship… But maybe, just maybe, the powersports business is big enough not to fail? MIC estimates put us at nearly $50 billion a year. As my friend Scott Schloegel, SVP Government Relations for the Motorcycle Industry Council tells the powers that be in Washington, “We are all connected and we each have a stake… We are a $48.2 billion recreation and transportation industry with taxpaying businesses, big and small, in every state and in Congressional districts across the country – adding up to many thousands of constituents.” All that cash flows from one central hub: the nation’s Dealers. All the OEM, Aftermarket, F&I, Distributors, DMV fees, payroll taxes, power & water, property taxes, fuel taxes, you name it — the rubber meets the road at your friendly neighborhood Dealer!

For more than a century the Motorcycle Industry Council has to protect and promote powersports (The Motorcycle Industry Council name originated in 1970, but the association has existed under other names since 1914). AMA has focused on Riders, Rights & Racing since 1924. For 60+ years Dealernews has chronicled and sometimes led the horses to water. For 10 years AIMExpo has been the right place at the right time to Connect/ Engage/Unite the industry. For the past 5 years the National Powersports Dealer Association has been onto something with its belief we are better together; and starting this year SEMA, adds its collective horsepower to the powersports industry. Instead countless acronyms (AMA, MIC, SEMA, et al.) arguing semantics on things like OEM vs. Aftermarket or “right to repair” vs. “right to modify” maybe we should be talking about the common good? Let’s move the conversation to the hub in the center of all those spokes. “Ipso facto Dealers matter,” concludes Althoff. But for dealers to succeed and the entire economic ecosystem to thrive instead of just survive, we have to grease the bearings in that hub depicted on the cover. The bottom line? We really are better together, but divided we may prove that no entity is too big to fail.

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.

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FOOD FOR THOUGHT A thought for the Harley-Davidson dealer network... PLAN TO SUCCEED, OR FAIL TO PLAN… Asking a Parts Manager or Dealer Principal to commit to inventory eight months before they’ll sell it is no small request. Markets change. Weather changes. Consumer demand changes. Cash flow matters… There are countless reasons to wait. And yet, the dealers who consistently outperform are rarely the ones reacting to the market; they’re the ones preparing for it. Will every forecast be perfect? Of course not. But I’ve learned throughout my career that a thoughtful plan almost always outperforms no plan at all. To every dealer, buyer, and parts manager working through another booking season: I know it’s a big ask, and I genuinely appreciate the trust you place in your vendor partners when you make those commitments. Planning for success doesn’t guarantee it, but it certainly improves the odds! Teri Lynn, National Sales Director Troy Lee Designs As General Patton said: “A good plan violently executed now is better than a perfect plan next week.”

The Motor Company provides ranking reports for Sales, Parts, and Apparel & Licensing, and those reports naturally drive focus and healthy competition. It got me thinking… Why isn’t there a dealership ranking based on labor hours billed and/or labor sales? Service departments are often the largest source of long-term customer retention and profitability. They’re also where we invest heavily in technician recruiting, training, equipment, and facilities. A labor-based ranking could recognize dealerships that are: • Keeping technicians productive • Building strong service operations • Retaining customers after the sale Growing one of the most important parts of the business I’m not suggesting it should replace the existing rankings, just complement them. Would a labor hours or labor sales ranking be valuable? If not, what service KPI do you think would best measure dealership performance? David Bayman, General Manager Skyline Harley-Davidson

I AM BIASED, BUT… This is what a great trade magazine looks like: dealernews.com/Home/post/ issue/august-2026 It is full of good, useful business information that is not only interesting and vital for success, but presented in an engaging and “easy to read” creative layout. Well done. John “Ironsides” Murphy, Publishing Consultant Dealernews Magazine THANKS FOR SHARING I really appreciate the work that the Dealernews team continues to do for the industry. I was honored to be included in the June, July and August issues. More than anything, I appreciate that Bob Althoff, Robin Hartfiel and your team continue to give dealers and the NPDA a serious and credible voice. #WeAreBetterTogether Michael Maledon, President Elway Powersports Group/NPDA Board of Directors

SOUND OFF!

Join in the conversation via e-mail: Editor@dealernews.com Like us on Facebook: www.facebook.com/DealernewsFan Check us out on Instagram: www.instagram.com/dealernews Follow us on Twitter: twitter.com/Dealernews Tune into our YouTube channel: www.youtube.com/@DealernewsMedia

THE EVOLUTION CONTINUES AT SEMA 2026

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THE FUTURE OF

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KTM GAINS TRACTION

“Today my Executive Board colleagues Gottfried Neumeister and Petra Preining presented the H1 and Q2 figures for KTM AG and Bajaj Mobility,” said KTM Chief Commercial Officer Stephan Reiff. “With the Q2 figures we are sending another strong commercial signal: momentum is building.” “Motorcycle sales increased by another 20.7% compared with Q1, reaching approximately 48,700 units, while motorcycle revenue grew to EUR 307.3 million,” claims Reiff. “In a market that remains challenging, these results stand out. They show that our brands are performing strongly and that customers continue to respond to the products we are bringing to market. For us on the commercial side, the focus now is clear: keep that momentum going. With a strong product lineup, close collaboration with our fantastic dealer network and an uncompromising focus on our customers, there is a lot to build on in the second half of the year. According to the numbers presented by Neumesiter, “Bajaj Mobility AG Q2 2026 results are showing further improvement across key operating metrics: Revenue reached EUR 370.2 million, up 11.7% compared with Q1. Motorcycle sales across KTM, Husqvarna and GASGAS increased by 20.7% to 48,672 units, while motorcycle revenue grew to EUR 307.3 million.” Profitability also improved significantly. The EBITDA margin increased from 1.7% in Q1 to 8.7% in Q2, and operating EBIT turned positive at EUR 1.3 million for the first time since the restructuring proceedings were completed. “The results reflect the continued impact of the restructuring measures, lower overhead costs and a more efficient organization. At the same time, demand for our motorcycles remains strong, even in a challenging market environment.” “A big thank you to our teams and especially our retail partners around the world who are making this possible,” concluded Reiff.

BANK HOLIDAY? BRP FINANCIAL SERVICES UPDATE

“Our dealers are at the heart of everything we do and we are committed to making it easier for them to do business with us. BRP Financial Services will provide financing solutions that support their sales growth, give them credit flexibility to close more deals, and strengthen their long-term customer relationships. The offering aims to make product ownership more accessible to consumers, while maintaining the premium brand experience they expect from BRP.” - David Baker, Vice-President and General Manager, Powersports North America at BRP. Following the Club BRP dealer meeting in Orlando, BRP Financial Services officially went live on August 24, 2026. “The launch of BRP Financial Services represents an important milestone for our business,” added Benoit Chevrier, VP Finance & Treasurer at BRP. “It aligns with our long-term strategic objectives and positions the Company to capitalize on untapped opportunities within our industry. By introducing our own branded finance offering, we expect to improve operational efficiency for BRP, while strengthening our competitive position in the market.” Powered by Octane, BRP Financial Services is said to combine the strength and trust of the BRP brand with the proven expertise and capabilities of a long-standing partner in underwriting, funding and loan services. “The program was developed to provide a financing solution tailored specifically to BRP products and riders. It will provide customers and dealers with an end-to-end BRPbranded experience, from purchase through ownership.”

California, for a two-day, oceanfront retreat focused on the ideas, relationships and strategies shaping the powersports and recreational vehicle markets. The immersive experience featured curated activities, candid conversations, keynotes and workshops led by NPA CEO Jim Woodruff, who shared exclusive industry insights drawn from NPA’s proprietary data. Noted economist Elliot Eisenberg, and other experts in powersports lending talks some sense about the dollars involved. The result was a meaningful mix of relationship building, knowledge sharing and best-practice exchange, with plenty of thoughtful discussion about the opportunities and challenges ahead.

SUMMIT MEETING

NPA Shaping What’s Next The pros from Dover brought industry leaders and lenders together for some triage and a mash-up of what’s next. National Powersport Auctions (NPA) recently welcomed more than 60 lenders, OEMs and partners to Carlsbad,

“To everyone who joined us: thank you for your trust, your candor, and the partnership that makes an event like this possible,” says Woodruff. “To those who couldn’t make it this year, you’re going to want to be in the room in 2027.” Interested in joining NPA next year? DM the pros to get on the list for next year’s Client Advisory Meeting.

SEPTEMBER 2026

REPPING THE REPS

Attention to the 1009 Road Warrior’s out there… If you are a courteous business professional that advocates for the Dealers needs and would like to be on the list to be called when emerging brands look to enter the North American market, please fill out the following form.: d o c s . g o o g l e . c o m / f o r m s / d / e / 1 FA I p Q L S f x c e a L H T P w t w Z Y d _ H0jJfgjEB1VXW6XqOpPZZ-gNjIRT0Oaw/ viewform?usp=header

MIC + MIJ

The Motorcycle Industry Council has acquired MotorcycleIndustryJobs.com, bringing the long-standing powersports employment platform under the MIC umbrella and creating new opportunities to strengthen the industry’s workforce.

“We are proud to announce that we are working with various exciting and profitable brands for the reps AND dealers,” explains PRA co-founder Sid Humphreys. “Part of our mission is to work with attractive brands that have the same values as the PRA and our National Powersports Dealer Association dealer network.”

“One of MIC’s pillars is to support the expansion of the powersports market, and MIJ gives us a tremendous opportunity to do just that by connecting employers with the people they need and helping more people discover the many career opportunities in powersports,” notes Christy LaCurelle, MIC President and CEO. “MIJ has been serving job seekers in our industry — as well as employers — for more than two decades, and we are excited to keep that momentum rolling while also exploring the new benefits it can create for MIC members.” MIJ was founded in 2004 by Alex Baylon, who had been looking for a job in the motorcycle industry and realized that openings were often circulated through word-of-mouth or classified ads. “MIJ has been a labor of love for many years, and while selling the website was not an easy decision, I’m incredibly optimistic about its future,” adds Baylon. “MIC has the vision and the resources to take MIJ to the next level, helping it grow and serve the industry in even bigger ways. I truly believe this is the perfect home for MIJ, and I can’t wait to see where MIC takes it and how it can continue to serve the industry that has looked to it as a resource for so long.” MIJ’s administrative team will continue in their roles, helping ensure users see no change in service or support. www.motorcycleindustryjobs.com

HONDA TECH CHALLENGE RETURNS

The online qualification test for the Honda National Technician Contest is now live. A 75-question, multiplechoice test will determine the eight finalists (four in the 2-Wheel Division, four in the 4-Wheel Division), who will earn an all-expenses-paid trip to Honda’s Georgia Training Center for a weeklong, in-person competition. “The first two editions of the Honda National Technician Contest have successfully showcased the impressive capabilities and know-how of technicians at Honda Powersports dealerships from coast to coast,” says Jeremy McGuire, Director of PS&P Sales Operations. “The level of competition is sure to ratchet up even higher for year three, as we’ll not only declare two new National Champions for 2027, but also finalize the six contestants who will compete for a chance to represent Team USA in the Honda Global Technician Contest.” Email myhondatrainingsupport@ahm.honda.com to enter.

NPDA ADDS FTC

“The decisions you make today will shape how prepared your dealership is for 2027,” says National Powersports Dealer Association show runner Tigra Tsujikawa. “DealerConnect brings together leading industry professionals and subject-matter experts to help Dealers understand what is changing, what it means for their businesses and what they can do next.” To stay ahead of what’s next, NPDA has added a special session to address FTC regulations and the compliance responsibilities facing Powersports Dealers. Dealers will receive practical information to help them better understand the requirements, identify potential areas of risk and strengthen their dealership practices. “DealerConnect’s education sessions are designed to do more than describe what is happening,” adds Tsujikawa. “It connects Dealers with credible experts who can help them respond, improve their businesses and make stronger decisions for the year ahead.” Set for September 20-21 in Columbus, Ohio, Dealers can register here: www.npda.org/event-details/dealerconnect-2026

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Brought To You By MotorcycleIndustryJobs.com experience in operations, strategic planning and client service to every dealership transaction,” adds Chaconas. “Her hands-on approach, real estate experience and ongoing study of business law give dealers an informed, well-rounded resource throughout the sale or acquisition process.” Chaconas notes team players like Pardo and Ross are why PBS is North America’s highest volume dealership brokerage firm, with 900+ dealerships sold and a 90% closing rate.

“Thank you Segway Powersports US for the opportunity to join the team,” said an elated Kellen Kerbs. “I am excited to get to work, and start showcasing the current line up of Side-By-Sides.” Segway marketing director Gabriel Cruz added, “Kellen is widely recognized for his dealerfirst mindset and hands-on approach to support. He built a reputation as a trusted advisor within his dealer network, helping partners improve operational efficiency, reduce aged inventory, and implement strategies that drive both wholesale and retail success. His experience managing factoryto-dealer relationships across multiple premium brands — gives him a deep understanding of what it takes to build high-performing dealer networks.” Most recently with KTM, this is definitely not Kerbs’ first rodeo. “I have 20+ years of B2B Sales Experience in the industry. I started my powersports journey as a tech support advisor and customer service agent for a well-regarded motorcycle parts distributor,” he said. “Through this experience I was offered a sales position for a long time motocross sponsor of mine and powersports supplier competitor whom I worked with for 10+ years. Through my tenure with this company, I cultivated hundreds of relationships within powersports dealerships and companies across the United States. I also achieved the title of Top Salesman during the majority of my employment.”

Promoting from within: Performance Brokerage Services is doubling up to keep their position as powersports #1 volume brokerage in North America. Juan C. Pardo moves up to Managing Partner. In his expanded role Pardo brings more than 15 years of mergers & acquisitions experience to helping powersports dealers navigate complex buy-sell transactions with clarity, integrity and a strong understanding of both buyer and seller priorities. “Juan’s relationship-driven approach and attention to detail have made him a trusted advisor to dealership owners nationwide,” notes PBS Senior Partner & Director, HarleyDavidson & Powersports Division George C. Chaconas, CBI/M&AMI.

Meanwhile Morgan G. Ross moves up to Senior Associate at Performance Brokerage Services. “As Senior Associate, Morgan takes on a broader role within the division, bringing more than 10 years of

The whole package? Effective June 19th, Polaris Inc. has given Dustin J. Semach a seat on the company’s Board of Directors. Concurrently president and CEO of Sealed Air Corporation — a global provider of packaging solutions — Semach brings extensive finance, operations and technology to the table. Prior to Sealed Air, he served as CFO of TTEC Holdings, Inc. and Rackspace Technology, Inc. and held leadership roles at DXC Technology, Computer Sciences Corporation and IBM. “On behalf of the Board, it’s a pleasure to welcome Dustin, an accomplished leader in the industrial and technology sectors whose experience across finance, strategy and operations brings valuable perspective to Polaris,” said Polaris’ Board Chair, John Wiehoff. “His background complements the Board’s strategic focus on advancing our powersports strategy and positioning the company for its next phase of growth, while delivering longterm value for shareholders.” Semach will serve on the Board’s Audit Committee and Compensation Committee. Continued on page 18

Brought To You By MotorcycleIndustryJobs.com Continued from page 16

“I am incredibly excited to share that I’ll be joining Sonic Powersports as the new General Manager of San Diego Harley-Davidson, beginning July 7th,” says Anthony Williams. “This is an opportunity I’m truly honored to accept. San Diego HarleyDavidson is one of the most iconic and recognized Harley-Davidson dealerships in the country, with a rich history, an exceptional team and a passionate riding community. I’m excited to help build on that legacy while continuing to elevate the customer experience, strengthen the culture, and drive outstanding performance across every department.” Most recently West Coast Regional Sales Trainer for the RideNow group, Williams wanted to get back into the game on the sales floor. “As I begin this new chapter, I’m incredibly grateful for the mentors, leaders, teammates, and friends who have invested in me throughout my career. Your guidance, support, and belief in me have played a significant role in this journey,” he said. “The powersports industry has given me opportunities I could have only dreamed of, and I’m excited to give back by leading an exceptional team, serving the San Diego riding community, and helping make an already great dealership even stronger…Here’s to new challenges, new relationships, and an exciting future. I can’t wait to get started.”

Sales pro Reid Douglas says “after 12+ years at VerticalScope, a very meaningful chapter of my career has come to a close. I never would’ve guessed I’d spend over a decade helping grow the powersports side of the business, working with amazing brands, agencies, OEMs and a lot of great people along the way. What I’ll remember most are the relationships that came out of it. Many clients became long-term partners, and a lot of those partnerships turned into genuine friendships over the years. I learned a lot — not just about the business, but about myself, how I work, and the kinds of relationships and teams I value most. Right now, I’m taking some time to think about what’s next, reconnect with people, and stay open to new conversations and opportunities. And to everyone I worked with over the years: thank you. I appreciated the collaboration, partnerships, and trust more than you know.

newest Marketing Manager,” enthuses Kyle O’Grady. Most recently with Trader Interactive as Senior Marketing Manager, Thought Leadership, Events & Partnerships, she brings a decade of energy, enthusiasm and expertise to the lending giant. “After spending the last several years working with dealers and OEMs across the powersports, marine, RV and commercial vehicle industries, I’m excited to bring that experience to a company that’s revolutionizing the buying experience across these markets.” Old home week? “I’m also excited to be reunited with my Trader alum, Kensey Edwards,” concludes O’Grady. “Looking forward to learning, building, and seeing everything this next chapter has in store.

Head hunter hired: Specializing in talent searches for Powersports, Marine and RV companies, V20 Recruiting + Consulting has helped themselves to recruiting pro Louis Dodaro. A Chicago native and a graduate of University of Illinois, Dodaro has built a strong career starting with The North Face before devoting 20+ years recruiting talent from entry-level roles to C-Suite positions for privately held firms to Fortune 500 organizations. “We are happy to have Louis join the V20 Team,” says V20 Recruiting President Doug Sexton.

Although Octane cut Cycle World and Motorcyclist from the portfolio, the team is still expanding. “I’m excited to share that I’ve joined Octane as their

“It was important to me that I find the exact right fit for the next phase of my career, and I am excited and find myself re-energized as I become part of the V20 team,” adds Dodaro.

DEALER NEWS

SUPERSONIC! FASTEST GROWING DEALERSHIP GROUP ACCELERATES

onic, one of the nation’s largest powersports and auto retailers, announced a significant expansion of its Sonic Powersports division through the acquisition of five Harley-Davidson dealerships across California, Florida, Georgia and North Carolina. Sonic’s expansion secures its dominance as a top-tier powersports innovator, strengthening its presence in some of the country’s most active riding markets and bringing its rider-first approach to more Harley-Davidson customers. “This acquisition represents a pivotal step in our long-term growth plan for Sonic, extending our reach within the highgrowth powersports business and further diversifying our business portfolio,” said Sonic’s Chairman and CEO David B. Smith, Chairman. “Our proven ability to integrate and scale operations, coupled with our relentless focus on leveraging Sonic Automotive’s processes, people, and cutting-edge technology to deliver an exceptional customer experience across all our platforms, forms a foundational piece of our success.” This expansion reflects the group’s disciplined growth strategy and rising momentum across the business. Sonic now operates 173 automotive and powersports franchises at 145 locations. In its fourth quarter and full year 2025

earnings report, the company reported all-time record annual revenue of $15.2 billion and record gross profit of $2.4 billion, while its powersports segment delivered record annual revenue of $202.9 million and record annual adjusted EBITDA of $11.5 million.

The recent dealership acquisitions include: San Diego Harley-Davidson – San Diego, California Falcon’s Fury Harley-Davidson – Conyers, Georgia Space Coast Harley-Davidson – Palm Bay, Florida Treasure Coast Harley-Davidson – Stuart, Florida Raging Bull Harley-Davidson – Durham, North Carolina

Davidson, Horny Toad Harley-Davidson, Black Hills HarleyDavidson and Sturgis Harley-Davidson. This significant increase in its footprint over the past few years powerfully underscores its operational success and solidifies its position as an increasingly impactful powersports dealer group, now expected to rank among the top five in the U.S.

Sonic Powersports has already established a strong foundation across its Harley-Davidson network, operating two of the most iconic Harley-Davidson destinations in the world, Black Hills Harley-Davidson and Sturgis HarleyDavidson. During the 85th Sturgis Motorcycle Rally, the location set a record with more than 1,100 motorcycles sold and welcomed riders from all 50 states, underscoring Sonic’s ability to serve the Harley-Davidson community at scale while still delivering a local, rider-first experience (see sidebar).

This strategic acquisition brings Sonic closer to the heart of the nation’s most active riding markets, creating more opportunities to support riders year-round and strengthening the local dealership relationships that are core to the Harley-Davidson experience.

“Harley-Davidson is proud to expand our relationship with Sonic Powersports,” said Jonathan Root, Chief Commercial Officer and Chief Financial Officer at Harley-Davidson. “Sonic’s commitment to operational excellence, customer engagement, and community-building reflects the core values of our brand. We’re excited to see these additional dealerships strengthen connections with riders and further grow the Harley-Davidson network in some of the most vibrant riding communities in the country.” With this expansion, Sonic Powersports, seen as the fastestgrowing powersports retailer in the country, now operates 20 powersports rooftops nationwide, representing 46 franchises, including premium brands including BMW, BRP, Ducati, Honda, Indian, Kawasaki, Polaris, Suzuki and Yamaha. The network now includes nine full-service Harley-Davidson dealerships, four Harley-Davidson retail locations focused on apparel and accessories, and a growing portfolio of multi-brand powersports stores, including five Team Mancuso Powersports locations, Motorcycles of Charlotte and Motorcycles of Greensboro.

“This investment in Powersports is a clear indicator of Sonic Automotive’s ongoing commitment to diversification and expansion across dynamic growth markets,” added Jeff Dyke, President of Sonic Automotive. “It further solidifies our leadership position across both automotive and powersports markets, showing our ability to identify and capitalize on valuable opportunities that drive sustained growth.” These new dealerships will enable Sonic Powersports to deliver a comprehensive and efficient customer experience across all touchpoints. Sonic’s focus extends beyond dependable service, encompassing new and pre-owned motorcycle sales, a wide variety of parts and accessories, authentic merchandise and dynamic community events. By merging local Harley-Davidson tradition with Sonic Automotive’s operational excellence, Sonic Powersports is committed to maximizing customer engagement and enriching every aspect of the rider’s journey.

Across its existing Harley-Davidson platform, Sonic operates iconic destinations such as Mancuso HarleyAbout Sonic Automotive Sonic Automotive, Inc., a Fortune 500 company based in Charlotte, North Carolina, is on a quest to become the most valuable diversified automotive retail and service brand in America. Our Company culture thrives on creating, innovating, and providing industry-leading guest experiences, driven by strategic investments in technology, teammates, and ideas that ultimately fulfill ownership dreams, enrich lives, and deliver happiness to our guests and teammates. As one of the largest automotive and powersports retailers in America, we are committed to delivering on this goal while pursuing expansive growth and taking progressive measures to be the leader in these categories. Our new platforms, programs, and people are set to drive the next generation of automotive and powersports experiences.

SEPTEMBER 2026

DEALER NEWS: ROLL OUT THE BARREL!

s one of the nation’s largest dealerships, Four Rivers Harley-Davidson in Paducah, Kentucky, is set to become Bourbon Barrel Harley-Davidson following Eddy Soberon and Eric Sternberg sale to Steven Towers. The dealership is a hot commodity having earned 15 Bar & Shield Awards from The Motor Company in recognition of its outstanding commitment to its customers, employees and the Harley-Davidson brand.

who has entrusted my partner, Juan Pardo, to represent him in each of his acquisitions. I am very proud and want to thank Juan Pardo, Morgan Ross, and the entire Performance Brokerage Services team for their professionalism, industry expertise, dedication, and support. I would also like to recognize Harley-Davidson Motor Company and HarleyDavidson Financial Services for their partnership and assistance in bringing this transaction to a successful close.”

Back in 2017, Performance Brokerage Services represented the sale of Four Rivers Harley-Davidson to Soberon and Sternberg and after 9 years of ownership, Eddy and Eric returned to Performance Brokerage Services to advise on the transaction. “My business partner Eric and I have had the privilege of working with George Chaconas of Performance Brokerage Services for nearly 20 years,” says Soberon. Chaconas also helped them to acquire Tifton HarleyDavidson in Tifton, Georgia, at the same time as the Four Rivers deal went down.

Steven Towers shared, “Sometimes life comes full circle, as one of the first Harley-Davidson motorcycles I ever bought was at Four Rivers Harley-Davidson in Paducah, Kentucky. Since that time, I have not only become a 6-rooftop HarleyDavidson dealer but have now been able to acquire that same dealership, Four Rivers Harley-Davison, as my 7th dealership. I continue to be passionate and bullish about Harley-Davidson, and I am excited to make this dealership my flagship store which will be now named, Towers’ Bourbon Barrel Harley-Davidson. I want to thank my broker, Juan Pardo of Performance Brokerage Services, and my attorney, Logan Parker from Bass Sox Mercer, who helped make this deal happen!”

“When it came time to sell Four Rivers Harley-Davidson, we exclusively engaged George Chaconas, Juan Pardo, and the team at Performance Brokerage Services to represent us. They navigated us through a very complex transaction. The buyer, Steven Towers, was a pleasure to work with, and Juan’s longstanding relationship with him helped facilitate a successful closing. We highly recommend George Chaconas, Juan Pardo, and the team at Performance Brokerage Services to anyone buying or selling a Harley-Davidson or Powersports dealership. Their experience, professionalism, relationships, and industry knowledge make them trusted advisors in the buy/sell market.” Following the closing, Chaconas commented, “It was an honor and a privilege to exclusively represent Eric Sternberg and Eddy Soberon in the sale of Four Rivers Harley, to Steven Towers. This marks our 7th buy/sell transaction with Steven,

With more than a decade of automotive retail experience and a lifelong passion for the Harley-Davidson brand, Towers joined the dealer body in 2023 with the acquisition of Boneyard Harley-Davidson in Winterville, North Carolina. He continued to expand his portfolio, adding Frontier HarleyDavidson in Lincoln, Nebraska, in 2024 and Historic HarleyDavidson in Topeka, Kansas, in 2025 — with each transaction successfully facilitated by Performance Brokerage Services. The acquisition of Four Rivers Harley-Davidson marks another milestone, bringing his portfolio to seven locations and establishing his first dealership in Kentucky. Four Rivers Harley-Davidson will be renamed Towers’ Bourbon Barrel Harley-Davidson and will remain at its current location.

*Does not include tax/title, destination, or dealer setup fees

RIDENOW REPORTS Q2 FINANCIALS

ith 50+ active storefronts spread across the nation, RideNow is a good litmus for the state of dealership health. And with more than 15,700 units sold in Q2 alone, the RideNow Group of dealers is larger than some OEMs. The good news was that new unit sales were up 12.1% for the quarter and pre-owned turnover was up 4% in Q2. However, total revenue was down 1%. “We believe our powersports business is the largest powersports retail group in the United States, offering a wide selection of new and pre-owned motorcycles, allterrain vehicles, utility terrain or side-by-side vehicles, personal watercraft, snowmobiles and other powersports products,” said Chairman, Chief Executive Officer and President Michael Quartieri. Key Second Quarter 2026 Highlights (Compared To Second Quarter 2025) • Total revenue decreased 1.0%, primarily due to store consolidation effort coupled with former transportation services which ceased operations at the end of December 2025.

• On a same store sales basis, Powersports Revenue was up 3.0%, driven by a 1.7% increase in unit sales. • Total gross profit was $84.8 million, up 1.1% as compared to $83.9 million. • Selling, general & administrative expenses (“SG&A”) were $65.0 million, or 76.7% of gross profit, compared to $66.7 million, or 79.5% of gross profit. • Net income improved to $6.5 million as compared to a net loss of $32.2 million in the prior year, which included a franchise right impairment charge of $34.0 million. • Adjusted EBITDA increased to $20.5 million from $17.2 million, up 19.2%. “I am incredibly proud of our team’s execution and the substantial progress we have made on our “back to our roots” strategy,” added Quartieri. “Our performance gains over the last year demonstrate that we’re on the right trajectory. We remain committed to driving sustained profitable growth, and delivering long-term value for our shareholders.”

About RideNow Group, Inc. RideNow Group, Inc. is a premier powersports dealership group and is believed to be the largest powersports retail group in the United States. The Company offers an extensive selection of new and pre-owned motorcycles, all-terrain vehicles, utility terrain or side-by-side vehicles, personal watercraft, snowmobiles, and other powersports vehicles. RideNow also offers parts, apparel, accessories, and finance and insurance services, including aftermarket products from a wide range of manufacturers. As a leading purchaser of pre-owned inventory, the Company leverages its proprietary RideNow Cash Offer tool to acquire vehicles directly from consumers. Learn more about RideNow at: www.ridenow.com

SEPTEMBER 2026

RIDENOW JOINS RUSSELL 2000 INDEX

rom NASDAQ to the Russell 2000 and 3000 Index, RideNow is riding on Wall Street! RideNow Group, Inc. (NASDAQ: RDNW) announced it is joining the smallcap Russell 2000 Index and the broad-market Russell 3000 Index as part of the 2026 reconstitution of the Russell US Indexes. The reconstituted indexes took effect after the U.S. equity market close on Friday, June 26, 2026. “We are incredibly proud to join the Russell 2000 and 3000 indexes,” said Michael Quartieri, RideNow Chairman, CEO, and President. “This inclusion marks an important milestone for us and validates all of our hard work over the last year, as well as reinforces our strategic path forward. This is a testament to our commitment to driving value for our shareholders.” For those of us on Main Street USA instead of Wall Street, FTSE Russell is a global index leader that provides innovative benchmarking, analytics and data solutions for investors worldwide. Russell calculates thousands of

indexes that measure and benchmark markets and asset classes in more than 70 countries, covering 98% of the investable market globally. FTSE Russell index expertise and products are used extensively by institutional and retail investors globally. For RideNow, membership in the US all-cap Russell 3000 Index guarantees automatic inclusion in the small-cap Russell 2000 Index, as well as the appropriate growth and value style indexes. The Russell reconstitution ranks eligible U.S. companies by total market capitalization to ensure the indexes remain an accurate reflection of the current market. Quartieri concludes, “We believe this milestone will significantly enhance our visibility within the investment community and help us broaden our institutional shareholder base as we continue our operational improvements.”

TALLAHASSEE TAKEOVER!

RideNow Dealership News

ideNow Group’s new 27,000-square-foot facility is now the “Panhandle’s premier powersports destination,” according to Cam Tkach, Chief Operating Officer of RideNow Group, Inc. RideNow Tallahassee. The new flagship facility for Florida has tripled its footprint to 27,000 square feet, creating a comprehensive destination designed to better support the needs of the Florida Panhandle riding community. “Moving into our new powersports facility is a huge milestone for our team and customers,” says Jon Buck, General Manager of RideNow Tallahassee. “With nearly three times the space, we can bring in more inventory than ever before – giving our customers the largest selection in the Florida Panhandle for on-road motorcycles, offroad machines, personal watercraft, Polaris Slingshots, and Yamaha boats, along with a massive lineup of riding gear and accessories. We’re beyond excited to welcome everyone into our new showroom and deliver an even better buying and riding experience.” The new facility represents a total reimagining of the customer experience. By increasing staffing levels by 25% and creating a site with easier entrance and exit for customer parking, RideNow Tallahassee is prioritizing the convenience and service standards that riders demand. The expansion also features a state-of-the-art service department and a massive new accessory and clothing section, boasting a large selection of riding gear. The dealership now offers an extensive roster of the top powersports brands, including Honda, Yamaha, Suzuki, Kawasaki, CFMOTO, Royal Enfield and Club Car. A major highlight of the move is the addition of Polaris Off-Road vehicles to the Tallahassee market. With a vast selection of both new and used ATVs, UTVs, personal watercraft, and motorcycles, riders of all levels will find a machine suited for any adventure.

the full lineup of Polaris off-road vehicles to riders across the country. Together with Polaris, we’re proud to bring world-class powersports experiences to the Florida Panhandle.”

“This expansion marks another exciting chapter in our long-standing partnership with Polaris Industries,” concludes Tkach. “RideNow Tallahassee is now our 30th Polaris store, reinforcing our commitment to delivering

Looking ahead, RideNow Tallahassee plans to expand its service to seven days a week and will serve as a community cornerstone by hosting monthly Bike Nights and other onsite events.

B R O K E R A G E

S E R V I C E S

TRANSACTION ANNOUNCEMENT

FOUR RIVERS HARLEY-DAVIDSON PADUCAH, KENTUCKY

ACQUIRED BY Steven Towers from Eddy Soberon and Eric Sternberg

Sellers were exclusively represented by Performance Brokerage Services, Inc. “We have had the privilege of working with George Chaconas of Performance Brokerage Services for nearly 20 years. When it came time to sell Four Rivers Harley-Davidson, we exclusively engaged him, Juan Pardo, and the team at Performance Brokerage Services to represent us. They guided us through a very complex transaction, and Juan’s longstanding relationship with the buyer helped facilitate a successful closing. We highly recommend George, Juan, and the team at Performance Brokerage to anyone buying or selling a Harley-Davidson or Powersports dealership. Their experience, professionalism, relationships, and industry knowledge make them trusted advisors in the buy/sell market.” EDDY SOBERON | SELLER “I continue to be passionate and bullish about Harley-Davidson, and I am excited to make this dealership my flagship store which will be now named, Towers Bourbon Barrel Harley-Davidson. I want to thank my broker, Juan Pardo of Performance Brokerage Services who helped make this deal happen!” STEVEN TOWERS | BUYER

GEORGE C. CHACONAS

For a confidential consultation and complimentary estimate of value on your business, please contact us: Harley-Davidson & Powersports Division George C. Chaconas, Senior Partner, CBI/M&AMI 813. 569. 6250 | George@PerformanceBrokerageServices.com Juan C. Pardo, Managing Partner 727. 709. 6076 | Juan@PerformanceBrokerageServices.com 2102 West Cleveland Street, Tampa, Florida 33606

JUAN C. PARDO

MORGAN G. ROSS

B R O K E R A G E

S E R V I C E S

949. 461. 1372 • PerformanceBrokerageServices.com California • Utah • Texas • Iowa • Illinois • Ohio • New Jersey Alabama • Florida • North Carolina • Virginia • Alberta • Ontario

Dealernews Research By Don Musick

BALANCING ACT PArt III KNIVES OUT he the InMotion hegemony would be shortlived. As the enthusiast market expanded and diversified, it began attracting a new

wave of competitors to the field. The first direct challenge to InMotion came from Begode. Founded in 2014, the Chinese company Dongguan Kebye Intelligent Technology Co., Ltd., originally operated under the brand name Gotway. From the beginning, Begode prioritized performance over design, instead focusing its engineering prowess on developing proprietary controllers and high-voltage motors. By minimizing time spent on industrial design aesthetics, Begode gained an edge over InMotion and allowed them quickly to catch up to their more conservative competitor. If InMotion was an Apple Mac, Begode would be a Gamer PC. As a sidebar, Begode also has a sister brand “Extreme Bull” that manufactures basically the same models under the “Commander” name. Then along came KingSong. With a foundation in industrial electronics, King Song was an established manufacturer of power bank protection boards and BMS (Battery Management Systems). This expertise, coupled with an in-house SMT (Surface Mount Technology) manufacturing capability, gave them a significant “vertical integration” advantage over competitors who outsourced their electronics. Throw in a focus on polished firmware, redundant safety features and reliability and KingSong quickly rose to become a viable challenger to InMotion and Begode. Ironically, while KingSong was an early adopter of higher voltage architectures (84 V vs 67 V industry standard), they were caught flat-footed when competitors upped the ante to 100 V and beyond. In addition to being underpowered, the first of KingSong’s suspension wheels were also plagued with reliability issues and fragile plastic internal structure. And then there was a CPSC warning consumers of KingSong battery fires. A perfect storm that crippled KingSong’s growth beginning in 2019.

Frustrated with Begode’s “quantity over quality” philosophy, a group of core engineers defected in 2019 to launch LeaperKim. Also an early adopter of 100+ V architecture, their goal was to prioritize structural integrity and reliability over fast-paced production. But, unlike the sleek appearance of InMotion and Begode products, LeaperKim EUCs were built like tanks. In fact, many of their “Veteran” product line were named after tanks (e.g. Sherman, Abrams, Patton). Industrial appearance aside, they quickly asserted themselves as a leader in long range and high speed stability. Last to throw a hat in the ring was Nosfet. Launched in January 2025, Nosfet was founded by former KingSong lead engineer Sen Chen and EUC advocate Jack Hsu. The startup leveraged LeaperKim’s high-end manufacturing capabilities to produce its debut wheel, the Nosfet Aero. By partnering with LeaperKim, Nosfet gained access to their advanced magnesium alloy frame expertise and production quality. This allowed them to launch with a polished product from

the start and avoid typical startup quality issues. While the industry was trending towards larger, heavier wheels, Nosfet set its sights on lightweight powerhouses with superior agility. If the industry was building tanks, Nosfet was building Shelby Mustangs. Fun fact: The Nosfet name was a mashup of NOS (Nitrous Oxide) and FET (Field Effect Transistorsused in their controllers). Nerds. A market share timeline for each manufacturer is illustrated in the graphic below.

Continued on page 32

SEPTEMBER 2026

Continued from page 31

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

JULY ‘26 VS. AVG OF PRIOR 3 MONTHS AVERAGE WHOLESALE PRICE CHANGE

-10% -15% -13%

www.npauctions.com/cp/npa-market-report *All data provided by National Powersport Auctions includes live and online transactions from all NPA locations. Closed OEM auction data is excluded. For more info visit NPAUCTIONS.COM.

-5%

-11% -11%

RV / CAMPER

-23%

PWC

SIDE X SIDE

ATV

DUAL SPORT

SPORT

METRIC CRUISER

-25%

MARINE

-17%

-20%

JULY ‘26 VS. JULY ‘25

AVERAGE WHOLESALE PRICE CHANGE

25%

25% 20%

17%

15%

10% 4%

-3%

SIDE X SIDE

-3%

-5%

ATV

RV / CAMPER

MARINE

PWC

10%

DUAL SPORT

Five-year seasonal price trends project AWPs to decline 2%–4% in August, followed by a similar decrease in September, before broadly flattening in October and November. Prices have trailed seasonal norms since May, putting September values below today’s levels. With AWP expected to retreat monthover-month into the winter, write-downs and expedited liquidation timelines for owned inventory are a must. While pricing has certainly softened, clean product continues to command a premium. Be cautious with book values when taking trades, as AWP in most categories remains well below guidebook thresholds. Keep your focus on the lanes by tracking values and availability. With market bottoms approaching, this is a great time for well-positioned buyers to take advantage of seasonal trends.

-10%

SPORT

Plan Ahead

-3%

-5%

July Performance

Through the lanes, Domestic Cruiser AWP was down 12.7% from the prior ninety days while remaining 3.4% above last July. That overall shift conceals more than it reveals, as clean units brought 11.6% more than last July; a gap that has widened every month since April. Other on-road categories also declined significantly against short-term comparisons, with most segments running double digits below their spring peaks. Side-bySides were the month’s standout, with AWP remaining relatively stable against both the prior ninety days and last July, while smaller-volume segments experienced more severe price compression. Marine also held its ground, improving 2.6% against the prior ninety days as higher-value products represented a larger share of available inventory.

METRIC CRUISER

Average Wholesale Prices (AWP) in 2026, measured against the five-year average, landed almost exactly where they did in prior years, with most AWPs softening significantly from previous months. What sets this July apart is supply. Roughly 6,500 units crossed the block, compared with 5,000 a year ago; a 30% increase in available auction inventory and the highest July volume dealers have had in at least three years. The macro backdrop also cooperated, with consumer sentiment rebounding 11.5% to a five-month high of 55.2% and the Energy Information Administration (EIA) expecting pump prices to average roughly 41 cents per gallon below the Q2 average. Despite some relief, inflation remains a concern. In response, the Federal Reserve held rates at 3.50%–3.75% in July, with some speculating that a rate hike could come in the second half of 2026.

DOMESTIC CRUISER

July Supply Surge and Seasonal Trends

DOMESTIC CRUISER

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Dealernews Research By Lenny Sims

THE BATTLE IS HEATING UP…

Who Is Winning And Who Is Losing The Sales Game?

t is half time and the scoreboard has some interesting results. Despite maintaining the largest audience, cruisers and touring motorcycles experienced declining viewership in Q2. Meanwhile, sportbikes and side-by-side vehicles gained momentum leading up to the 2027 Club BRP Can-Am announcements, Kawasaki’s 2P H2 and 275 horsepower RZR Turbo charging into the UTV fray. After the heated PR campaign initiated by Indian, consumer interest in cruisers remains centered on Harley-Davidson heading into Sturgis… but emerging gains from Indian and Triumph suggest a gradual shift in shopper consideration may be coming in the second half. Sportbike interest continues to surge. Kawasaki retains its dominance in sportbikes with sustained growth in viewership, while BMW is generating increasing attention and showing one of the strongest upward trends among competitors.

At a time when Yamaha announced it was ceasing American production of Side-By-Sides, consumer and B2B interest in Can-Am increased significantly within the Utility ATV and Sport ATV segments. The BRP brand now ranks second in viewership in both market segments. Show me the money? Average retail values across all four segments continued to rise heading into the peak selling season, remaining well above 2024 and 2025 levels. Another uptick worth noting is that consumer spending on recreational goods and vehicles continues to rise steadily, demonstrating resilience despite a sluggish economic environment, tariff backlash and the ongoing crisis in the strait of Hormuz. It is still anybody’s ballgame going into the second half of 2026… Here’s to hoping your team wins.

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 SEPTEMBER 2026 37

HIGH TENSION LINE

TEWA Launches

OEM UPDATE

LiveWire Q2 Financials

HONCHO HITS DEALERS Ready To Race?

CURRENTS+

OEM UPDATE: TEWA IS IN IT TO WIN IT!

Noting that U.S.-based TEWA MOTO is more than just another clone from China, the upstart EV operation is on a mission. “We aim to become a leader in high-performance, cleanenergy powersports,” says founder/visionary Wayne Wang. “Our vision is to create the most advanced, most fun and most inspiring clean-energy power products for all riders.” Even the name is a synthesis of the mission: TErra WAtt TEWA MOTO brings together the best global talents in design, engineering, and manufacturing. “We are not just building vehicles — we are building a new way of moving, playing and living with energy” Wang adds. “We deliver clean, powerful and fun mobility experiences for the next generation of riders.” With the emphasis on fun, class leading suspension is combined with an upspec powerplant housed in a proprietary seamless chromoly “double wing” cage. With 21-inch front/18-inch rears and a 35-inch seat height, this is definitely a full-sized eMoto rather than an eBicycle. With limitless torque, 0-30 mph time is 2 seconds, flat and a top speed of 60 mph. “Our mission is to redefine the world of powersports through clean energy and cutting-edge technology. We believe that performance and sustainability can coexist — and that the future of adventure should be both thrilling and responsible. Motor Type PMSM Motor Battery NCM Lithium 72 V 50 Ah Peak Power 21 kW Maximum Torque 720 N·m Rated Power 10.5 kW Maximum Range @ 25mph 80 Miles Acceleration time from 0–30km/h 2.0 seconds Front-Rear Weight Distribution 1:1 Length*Width*Height 82 x 32 x 46 inch Seat Height 35 inch Ground Clearance 13 inch Wheelbase 55 inch Weight 242 lbs Learn more here: www.tewamoto.com

SHIFTING GEARS

Upstart EV OEM TEWA MOTO Inc. adds an old hand as powersports industry veteran Colin Preiser becomes Brand Director for North America. “Colin brings a unique skillset to TEWA MOTO, and we are very excited to have him on board,” notes TEWA MOTO CEO Wayne Wang. After starting as the lot porter for Kawasaki of Tullahoma, Preiser worked his way up through the dealership ranks holding increasing levels of responsibility as Sales Team Leader at Cool Springs Powersports, GSM for America’s Motorsports, GM for Motogear Warehouse and ultimately Director of Operations for Tims Ford Powersports before joining BRP on the OEM side. “I spent a decade telling OEMs what dealers needed. Then I spent over five years on the other side of that conversation, telling dealers what the OEM needed. I know what both sides of the table want, what they can and cannot deliver on… And ultimately, how it affects the end user — because I’ve been one my entire life.” In his new role Preiser will be overseeing all aspects of network development, sales strategy and marketing campaigns. Focusing on growth of the dealer network and brand alignment within the motocross segment of the industry. “I am extremely fortunate to have this opportunity,” claims Colin. “And I’m blessed to have the leadership of TEWA trust my vision and trust the process.”

The collaboration kicked off in Sturgis, where Richard Rawlings officially took delivery of Honcho to customize for Mama Tried. “Working with LiveWire on the S2 Alpinista was a very cool challenge and experience,” noted Rawlings. “Now we’re taking it a step further with the S4 Honcho Trail. It’s a totally different canvas, and we’ve got some wild ideas.”

HONCHO RACE BIKES?

Straight from Sturgis to sliding sideways in Milwaukee: LiveWire, Gas Monkey Garage and Jeff Holt Reunite to create custom S4 Honchos for a new flat track race class. at Flat Out Friday 2027. The custom S4 Honcho Trail build will make its public debut at the 2027 Mama Tried Motorcycle Show in Milwaukee, Wisconsin, after lining up for the inaugural S4 Honcho Class at Flat Out Friday on February 19th, 2027, a new race category created specifically for LiveWire’s minimoto platform. “Richard and the entire Gas Monkey Garage team brought incredible creativity, craftsmanship and enthusiasm to our first collaboration,” said Jon Bekefy, Head of Commercial at LiveWire. “The response from riders and custom builders exceeded our expectations. Bringing Gas Monkey back to build an S4 Honcho Trail was an easy decision, and we’re excited to see what they create for Mama Tried and Flat Out Friday.” Developed in partnership with Flat Out Friday and Mama Tried, the class will feature a mix of motorcycle industry personalities, builders, creators and enthusiasts all competing aboard LiveWire S4 Honcho motorcycles. Confirmed participants include the crew at Gas Monkey Garage, Jeff G. Holt of V-Twin Visionary, and members of the founding teams behind Mama Tried and Flat Out Friday, with additional riders to be announced. Rawlings’ custom-built S4 Honcho Trail will serve as one of the marquee machines on the starting grid, bringing the project from his garage directly to the racetrack.

READY TO RACE FLAT OUT?

The S4 Honcho Race Class at Flat Out Friday 2027 is open to any aspiring flat tracker. “More than a celebrity exhibition, the S4 Honcho Race Class will be open to any LiveWire S4 Honcho owner who wants to join the action,” explains Jon Bekefy, Head of Commercial at LiveWire. “We are creating a new entry point into one of motorcycling’s most entertaining and accessible racing events.” The S4 Honcho Street and Trail are LiveWire’s first entry into the mini-moto category. Both Bikes feature dual swappable batteries, reverse, multiple ride modes, 12-inch wheels and purpose-built Street and Trail variants tailored to different riding environments. Weighing approximately 250 pounds including batteries and capable of speeds up to 59 mph, the S4 Honcho platform delivers agile performance, flexible charging options and everyday practicality, adds Bekefy. Delivery to dealers began in August, with a starting MSRP of $4,999, while the S4 Honcho Street has a starting MSRP of $5,499. Learn more about S4 Honcho at: www.LVWR.co/s4honcho

SEPTEMBER 2026

engineering, “the Ducati of EVs” — Energica — is back in business. New partners. New energy. New home in Modena, where engineering, development and testing are moving forward once again… and Energica is returning to America. “For our US riders who have been waiting for news: we’re back,” claims Sales & Distribution Associate Lorenzo B. “And this is only the beginning.” “It’s been a long road,” he concedes. “But the road ahead is finally clear... But what’s been happening on the road lately is arguably more interesting than the racing pedigree: riders are putting real, sustained mileage on these bikes in ways no other high-performance EV motorcycle has matched.” Ed Darmanin recently started an 18,000 km journey around Australia on his Energica. This is not an isolated case — a growing number of owners are using Energica for genuine cross-country touring, not just weekend rides. “That’s the part worth underlining: right now, Energica is the only high-performance EV motorcycle brand where this kind of distance riding is actually happening at scale. For a category that’s constantly questioned on range and reliability, that’s a real-world answer. On top of that, there’s fresh momentum on the business side - Energica recently secured investment from Jules Koundé, the French international and FC Barcelona defender, adding to a slate of new backers as the brand rebuilds. Between the on-road proof points and the renewed investment, the timing feels right to dig into where Energica is headed.

STARK SELLS OUT!

The limited edition of Stark works bikes “covered” here last month, sold through almost immediately. “All 500 Factory Editions — 200 VARG MX, 300 VARG EX — were all gone in seven days,” exclaims founder Anton Wass. “That was a single global production run, so that is it,” he adds. “No more Factory Editions will be built.” Distinguishing marks for each Factory Edition include CNC machined triple clamps individually numbered from 1 to 500, full KYB Factory A Kit suspension, titanium bolt kit and footpegs, and the same chassis tune Stark race technicians run.

ENERGICA IS BACK

With deep roots in MotoE racing and Italian high-performance

Reach out for orders, servicing and spares: sales@energicamotor.com

LIVEWIRE Q2 FINANCIALS

oting that LiveWire’s consolidated net loss for Q2 was $18.2 million (compared to $18.8 million in the same period prior year), the 2026 Q2 financials were released on July 23, 2026. The losses were, in part, “driven by an increase of $1.8 million of non-operating income related to the change in fair value of the outstanding warrants as of June 30, 2026, (see sidebar).” Meanwhile STACYC continues to hold its own. “The second quarter marked an important step forward in the execution of our strategic growth plan,” claims LiveWire CEO Karim Donnez. “We successfully commenced production of our all-new S4 Honcho platform, expanding LiveWire’s portfolio into a highly accessible segment of the electric motorcycle market which we believe lays the foundation for future growth.” LiveWire also collected Dust from its founders in Bend, Oregon. “At the same time, we closed the acquisition of Dust Motorcycles, which we expect will accelerate our expansion into the rapidly growing electric offroad category and strengthen our long-term product roadmap.”

Second Quarter & Year-to-Date Through June 30, 2026 Highlights And Financial Results * Consolidated revenue increased 55% in the second quarter of 2026 compared to same period prior year driven by increased unit sales in both the Electric Motorcycle and STACYC segments. * Reduced net cash used by operating activities yearto-date through June 30, 2026 by 18%, driving a 19% improvement in year-to-date free cash flow as compared to the same period 2025. • Year-to-date through June 30, 2026 market share of 76% in the U.S. electric motorcycle 50+ kilowatt on-road EV segment1. • Commenced production of the S4 Honcho™ with the first units expected to arrive at authorized LiveWire retail locations later this summer. • Completed the acquisition of Dust Motorcycles, Inc. (“Dust”) in May 2026 and continued to advance the platform toward production.

The Company’s consolidated net loss was $18.2 million for the second quarter 2026 as compared to $18.8 million in the same period prior year driven by the segment results noted below and an increase of $1.8 million of non-operating income related to the change in fair value of the outstanding warrants as of June 30, 2026, primarily offset by an increase of $1.5 million in related party interest expense as compared to prior year. Adjusted EBITDA was $15.1 million for the second quarter 2026 as compared to $15.7 million in the same period prior year driven by the segment results noted below and excluding expenses related to the Company’s At-TheMarket program and acquisition costs related to Dust in the current year. The silver lining? “Electric Motorcycle unit sales increased by 386% compared to the prior year same quarter, resulting in an increase to revenue of $2.8 million,” explains LiveWire. “Operating loss was flat compared to the prior year, reflecting a decrease in selling, administrative and engineering expense of $1.0 million,

offset by an increase in cost of goods sold primarily from net realizable value adjustments on the purchase of S2 inventory during the quarter as compared to the same quarter in the prior year.” Bottom line: LiveWire has a net loss of $18.2 million on a volume of 5490 units in Q2 — Take STACYC out of the equation and LiveWire sold 267 units in Q2 2026 up from 55 units total in Q2 2025. Donnez believes that 386% increase in units, combined with Honcho and Dust line expansions are enough to keep LiveWire from short circuiting. Wall Street may be another matter, but for now LiveWire is in compliance with NYSE continued listing standards. “Operationally, we delivered meaningful improvements in our financial performance, increasing consolidated revenue by 55% in the second quarter of 2026 compared to same period prior year and improving year-to-date free cash flow by 19% over 2025 through continued focus on commercial execution and disciplined cost management,” concludes Karim Donnez, CEO, LiveWire.

SEPTEMBER 2026

products; and Electric Motorcycles – focused on the sale of electric motorcycles and related products. In Q2 STACYC sold 5,223 bikes, and was essentially net neutral.

THE STACYC STORY

iveWire Group, Inc. is comprised of two business segments: STACYC – focused on the sale of electric balance bikes for kids, electric bikes, and related

“STACYC unit sales increased by 7% compared to the prior year same quarter, resulting in an increase to revenue of $0.5 million. Operating loss improved by $0.3 million in the second quarter of 2026 compared to 2025 primarily due to increased gross profit resulting from recoveries on previously paid tariffs of $0.5 million.

LIVEWIRE EXCHANGE

he Milwaukee Business Journal and other media sources reported LiveWire was in danger of being de-listed by the New York Stock Exchange after the EV bike builder received a warning from NYSE on July 23, 2026. However LiveWire Investor Relations issued a statement that the group “regains compliance with NYSE Continued Listing Standards” as of August 11th. “LiveWire Group, Inc. (“LiveWire” or the “Company”)(NYSE: LVWR), announced that on August 3, 2026, the New York Stock Exchange (“NYSE”) notified the Company that, based on the average closing share price of the Company’s common stock for the 30-trading-day period ended July 31, 2026, the Company had regained compliance with the NYSE’s minimum share price requirement.” The minimum threshold is $1 a share. “As previously disclosed, on July 23, 2026, the Company received notice from the NYSE that it was not in compliance with

Section 802.01C because the average closing price of the Company’s common stock had fallen below $1.00 per share over a consecutive 30 trading-day period. “The Company’s common stock will continue to be listed and traded on the NYSE, subject to the Company’s continued compliance with all applicable NYSE listing standards.”

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FUZZY LOGIC

To AI Or Not To AI…That Is The Wrong Question By David Gatti

he tool is the easy part. Your process, your people, and proving any of it worked — that’s the hard part. Every month I get some version of the same question, usually from a dealer principal who just got off a demo call: What AI tools should I be using to make my store more efficient? It’s a fair question. And I almost never answer it right away. Instead I ask a few foundational questions of my own. How is your sales team organized? Who owns the up? When a lead comes in — a phone call at 10 a.m. on a Saturday, a form fill at 11 p.m. on a Tuesday — who touches it first? Who touches it second? What happens if that person is with a customer, or off that day, or just doesn’t feel like it? Where does the lead go when it goes cold, and who decides it’s cold? Most of the time the answers come back fuzzy. Not because the dealer doesn’t know their store — they know it better than anybody — but because nobody has ever had to write it down. That’s the real starting line. The buying decision is downstream of a question most stores have never sat down and answered: what is our sales process, actually?

The “W” Word — And Who Owns It? I hate the term “workflow.” It’s been beaten to death by software vendors. But it’s the right word, so we’re stuck with it. A workflow is who does what, in what order, and what triggers the next thing. Defining yours — honestly, on paper, embarrassing parts included — is the single biggest step in understanding what an AI tool will do for you. Here’s why that matters more than the tool selection: bringing AI into the sales funnel almost always means rethinking the process, not bolting something onto it. If you drop an AI lead-response tool into a store where three people all sort of handle internet leads, you haven’t automated a process. You’ve automated confusion. Now you have three people and a robot all sort of handling internet leads, and the robot is faster.

“You haven’t automated a process. You’ve automated confusion.”

This Is Your New Workflow Here’s the map somebody is going to hand you. I’ve been shown some versions of the same diagram more than once this year, and the shape is always about the same. AI takes the lead the moment it lands — qualifies, answers the question, schedules, follows up. A sales manager makes first human contact and structures the deal. The right salesperson, not the next one up, takes it from there and closes it. And the BDC stops being a lead-triage desk and becomes a retention desk: equity opportunities, service-to-sales, relationships that outlast the unit. I see a lot of failed implementations. Very few fail because the software was bad. They fail because the process underneath was never defined. The tool exposed the gap; it didn’t create it. But the tool takes the blame, the contract doesn’t get renewed, and the dealer walks away convinced this stuff isn’t ready for powersports. So do the unglamorous part first, and be specific about what “map” means here — it isn’t a flowchart exercise. The box on this page is the short version. It’s boring, it runs about four pages, and almost nobody has one. Which raises the question nobody in the building gets assigned: who writes it? Not the vendor. They’ll offer, and they’ll be helpful, but a vendor maps your process through the lens of the product they sell. Not a consultant either, and I say that as someone who does this work — I can ask the annoying questions, but I can’t tell you what really happens on your floor on a Saturday. Somebody inside the building owns it, by name, before go-live and after. Usually your GM or sales manager. One caution: be careful handing the map to the person whose department looks worst if the map is honest. That’s not a character judgment. It’s human nature. Then build it with the people who do the work. Walk one lead end to end with your internet lead person, your top producer and a newer salesperson. You’ll find gaps in twenty minutes. You’ll also find your top producer has quietly been running a better process than the one on paper — and that’s often the one worth scaling.

“Your top producer has

quietly been running a better process than the one on paper — and that’s often the one worth scaling. ”

I think that’s roughly where this is heading, and the gap it’s aimed at is real. DAS Technology’s 2025 lead response study, which looked at 1,700 dealerships, found 61% now answering a web lead inside 15 minutes — genuinely better than a few years ago. But 74% never included a price. Worse, 91% left out payment information and 89% offered no alternative unit. Speed is getting solved. Substance isn’t. Two things to note before you print that diagram and hang it in the sales office. The first is that it’s car-dealer data, collected by a company that sells lead-response software — directionally useful, not gospel and not powersports. The second ought to stop you cold. Look at what that diagram does to your floor. A manager taking first human contact, and the right salesperson getting assigned instead of the next one up, is not a workflow tweak. That’s the end of the up system as most stores run it. Which is why the map you just drew matters. You can’t tell what a new diagram breaks if you never wrote down the old one — and you can’t spring it on people who haven’t been told it’s coming. Your Veterans Are Going To Feel This The process change lands on people, and some of them have been selling units since before your website existed. Old-school salespeople resist this, and the reflex is to write them off as dinosaurs. Don’t — because two very different things sound the same coming out of the same mouth. One is fear of the unfamiliar. The other is the best feedback you’ll get all year. When a 22-year veteran tells you the automated text reads like a robot and it embarrassed him in front of a customer he’s sold four bikes to, he isn’t being difficult. He’s doing your quality control for free.

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SEPTEMBER 2026

Continued from page 49

“He isn’t being difficult. He’s doing your quality control for free.”

You tell them apart by how specific the complaint is. Useful resistance names a thing: this one went out too fast, this one went to the wrong customer, the scoring says she’s ready to buy and she isn’t. Fix the configuration. Unhelpful resistance stays general — I’ve always done it this way — and no setting you change will answer it. Then there’s the question nobody asks out loud: is this here to replace me? Every salesperson on your floor is wondering. If you don’t answer it, they’ll answer it themselves and quietly work around the tool — leads worked off a personal phone, notes that never reach the CRM. That’s not sabotage, it’s self-preservation, and it wrecks your data on the way through. Now The Harder Question Say you’ve done all of that — mapped the process, named an owner, brought the floor along. Now you go shopping, and there are genuinely good tools out there. Lead response, call coaching, unit descriptions, service scheduling, follow-up sequencing. I’m not here to talk you out of any of it. But consider this as you start with a product: how will you tell which knob you turned? This is where a lot of strong tools fall apart. Not at deployment — at measurement. Most of them are islands. Silos, if you want the industry word. Each reports on itself, using its own definitions, and each is very confident it deserves the credit.

first is the only one keeping score. Speed gets you the conversation. Your process gets you the deal. That’s not an argument against the tool. It’s an argument for knowing your process well enough to tell the difference. If you can’t, you’ll renew the wrong contract and coach the wrong behavior, and both will feel like they’re working.

“Speed gets you

the conversation Your process gets you the deal.” Can You Get To The Truth, Or Are You Guessing? So here’s what I’d put to any vendor before you sign: Can I get my data out, and can I bring my other data in? Will this connect to my CRM and my DMS so I can follow a lead all the way through to a delivered unit? Not a report that tells me the tool is working — a view that lets me overlay spend, lead source, salesperson and close rate, and decide for myself. If the answer is a shrug, or “our dashboard shows you everything you need,” understand what you’re buying. That’s not a measurement system. It’s a vote of confidence.

“That’s not a

Your lead tool says response time dropped 80%. Terrific — did that turn into units? Your chat tool counts a conversation as an engagement. Your CRM counts that person as a lead. Your DMS doesn’t count them until they sign. Three systems, three numbers, one human being who came in looking for a side-by-side.

measurement system. It’s a vote of confidence.”

Then there’s the input nobody puts on a dashboard: your own read on the store. Your intuition is data too — unstructured data that lives in your head. But checking your gut against a number is hard when the numbers don’t agree with each other.

To AI or not to AI was never really the question. The question is whether you know your process well enough to change it, whether your people are coming with you, and whether you’ll be able to prove any of it six months from now.

And underneath all of it sits the question no dashboard will answer for you: was it the lead, or was it the sales process, that made the deal?

Define who does what. Name who owns it. Bring your team along. Then buy the tool.

Your response tool got to the customer in four minutes. Your manager structured it right. Your salesperson knew the unit cold and followed up on a Tuesday when nobody told her to. One of those closed it, or some combination did — and the tool that touched it

2. Can I export my own data, in full, without calling support? “We’ll run a report for you” is not data access. 3. How does this tool define a lead, a contact and an engagement? Write the answers down. Compare them to how your CRM defines the same three words. 4. When this tool touches a lead, who gets the credit — and can I change that rule? If the answer is baked in, it will fight your comp plan.

What Goes On The Map

5. Who configures it after go-live — you or me? Somebody in your building needs the keys, or else every tweak becomes a support ticket.

tart with every door a lead can come through — phone, form fill, website chat, text, marketplace, OEM referral, the service lane….

Then answer these for each one. 1. Who touches it first? By name or by role, not “whoever’s around.” 2. Who touches it second, and when? Including nights, weekends and days off. 3. What triggers the handoff? What has to be true before it moves. 4. How fast is the response supposed to be? The real standard, not the poster. 5. What does “worked” mean? Touches, channels, over how many days. 6. Which system holds the record? And who is responsible for entering it. 7. Who declares a lead dead? And where does it go after that. 8. Who keeps this document true? Processes drift. Somebody owns it after go-live.

Before You Sign: Five Questions For Any AI Vendor

1. Does this connect to my CRM — both directions? If it only reads and never writes back, you can’t follow a lead through to a delivered unit.

David Gatti is an industry technowizard dealing specifically in dealership marketing, digital trends, and Information Technology IT. He has over 30 years of experience working with powersports dealers and can be contacted at 916-214-2894 or dgatti@ignitionxd.com SEPTEMBER 2026

WE REALLY ARE BETTER TOGETHER Why Process Matters As Much As The Product By Don Amador

ver the past 35 years, I have been fortunate to participate in numerous collaborative efforts involving recreation organizations, conservation groups, industry representatives, local governments, state and federal agencies, tribal governments and elected officials. Some of those efforts have produced lasting successes, while others have struggled to achieve their intended goals. Throughout that journey, I have learned one lesson that continues to shape my view of public policy: people are generally willing to support difficult decisions — even decisions they may not completely agree with — if they believe the process was fair, transparent and respectful of everyone’s contributions. That lesson was on my mind as California continued its discussion of Assembly Bill 1613,

the proposal to establish a statewide Off-Highway Vehicle Safety and Stewardship Program, at the August 6 OHMVR Commission meeting at Kings Beach, CA. CALSPAN VIDEO OF COMMISSION MEETING cal-span.org/meeting/ohmvr_20260806 Before anyone misunderstands my perspective, let me be perfectly clear. I support improving OHV safety. I support rider education. I support responsible recreation and stewardship. In fact, I have spent much of my professional career working toward those very goals. The question before us has never been whether California should improve safety. The real question is whether the process used to reach that goal honors the collaborative work that made the idea possible in the first place.

For four years, California State Parks convened annual OHV Safety Summits that brought together an impressive cross-section of the OHV community. Recreation organizations, conservation interests, law enforcement, federal land managers, OHMVR commissioners, volunteer non-profits, local governments, rider training providers and State Parks staff all came to the table. Many of us invested hundreds of hours discussing safety trends, identifying emerging challenges and searching for practical solutions that could improve rider safety while preserving recreational opportunities. Those meetings were not always easy. There were disagreements, spirited debates, and difficult compromises. But that is precisely what meaningful collaboration looks like. Over time, common ground began to emerge. We were not simply concepts of creating an online OHV safety education program; we were building relationships and developing trust. That trust became every bit as valuable as the recommendations themselves. Today, much of the frustration expressed at the commission meeting concerning AB 1613 does not appear to stem from opposition to safety education. Rather, it comes from the perception among many participants that the collaboratively developed work product was not fully reflected in the legislation that ultimately advanced through the Capitol. Whether everyone agrees with that perception is almost beside the point. The perception itself has become a significant issue because collaboration depends as much on confidence in the process as it does on the final outcome. One irony has not been lost on many stakeholders. The current version of AB 1613 calls for the creation of yet another stakeholder process to develop the details of the new safety program. That raises an understandable question. If participants believe the recommendations from one four-year collaborative effort were not fully carried forward, what confidence will they have that a future stakeholder process will produce a different result? That question extends well beyond this bill. It speaks to the credibility of other state-led collaborative governance models. My perspective on this issue has also been shaped by experiences where collaboration worked

exceptionally well. One of the best examples is FireScape Mendocino, where I have served as a Co-Founder and Core Team member. FireScape brought together the U.S. Forest Service, CAL FIRE, conservation organizations, county governments, private landowners, scientists, and community leaders to address forest health and wildfire resilience. We certainly did not agree on every issue, but participants trusted the process. Ideas were openly debated, recommendations were refined together, and everyone understood that their contributions mattered. That trust allowed FireScape Mendocino to become a nationally recognized example of collaborative conservation. The California OHMVR Commission meeting illustrated why this issue deserves careful consideration. The public testimony reflected genuine concern from several long-time OHV leaders regarding the current direction of AB 1613. Interestingly, none of the speakers argued against improving OHV safety. Instead, the discussion focused on stakeholder engagement, legislative intent, governance, implementation, and preserving the integrity of the collaborative process that had taken place over the previous four years. The Commission recognized that these concerns warranted additional discussion and requested that State Parks provide a future report to help clarify the issues. That was an encouraging step because healthy organizations ask difficult questions, and effective collaborative programs welcome those conversations. One concern that particularly resonates with me is the potential long-term effect this experience could have on future stakeholder processes. California increasingly relies on collaborative groups to address complex issues involving recreation, forest management, wildfire resilience, watershed restoration, wildlife conservation, and public land management. These collaborations succeed because people often volunteer their time with the expectation that their knowledge, experience, and recommendations will receive meaningful consideration. If participants begin to believe that years of collaborative work can simply be set aside without explanation, it becomes much harder to convince experienced stakeholders to invest their time in future public processes. Continued on page 54

SEPTEMBER 2026

Continued from page 53

I remain optimistic that California can develop an outstanding Off-Highway Vehicle Safety and Stewardship Program. The objective is worthwhile, and I believe there is broad agreement within the OHV community that education and stewardship should continue to be strengthened. But I also believe we have an opportunity — and perhaps an obligation — to ensure that the final legislation reflects the collaborative spirit that originally inspired the effort. As someone who has spent much of his career working around collaborative tables, I hope California chooses the path that strengthens, rather than weakens, confidence in stakeholder engagement. Good public policy is rarely built by the loudest voices or the quickest victories. It is built through respectful dialogue, careful listening, thoughtful compromise, and mutual trust. In the end, the true measure of a successful collaborative process is not simply the policy or legislation it produces. It is whether the people who devoted countless hours to building consensus are willing to return to the table the next time they are invited…

That may ultimately be the most important lesson of all.

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 CoFounder 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.

Please tread lightly and travel only on routes and in areas designated open for motor vehicle use. Remember, Respected Access is Open Access.

THIS PUBLIC SERVICE ANNOUNCEMENT IS POWERED BY

ONE MAN’S

After seeing all of that, I believe my original impression was right. In fact, I may not have gone far enough. What I Did Not Understand When I Owned My Dealership I spent close to 25 years as a dealer and small-business owner in the motorcycle industry. I sold thousands of motorcycles, built a good reputation, survived difficult years, adjusted when I had to, and always found a way to keep moving forward. At the time, I thought that meant I knew how to handle most things myself. Looking back now, I realize how much help I actually needed. That is not easy for an experienced business owner to admit. When you spend years solving problems, making payroll, managing inventory, dealing with customers and lenders, leading employees, and carrying the weight of an entire business, you become accustomed to believing every answer has to come from you.

INVEST IN YOURSELF One Year After My First NPDA DealerConnect, My Perspective Has Only Grown Stronger By Sergey Tokman

ast year, I attended my first NPDA DealerConnect in Columbus, Ohio. I went without an agenda. I wanted to listen, observe, meet the people behind the organization, and decide for myself whether the National Powersports Dealer Association truly lived up to what it claimed to represent. When I returned home, I wrote an article titled, “Who the NPDA Really Is: My Firsthand Industry Perspective.” That article was based on my first impression. This one is based on everything I have seen since. Over the past year, I have sat in on calls, listened to educational sessions, followed the work happening behind the scenes, and watched people such as Mark Sheffield, Jayson Davis and the rest of the NPDA team consistently invest their time and energy into helping powersports dealers become stronger. I have also seen the value of NPDA bringing in proven companies such as Garage Composites, led by Sam Dantzler and Tony Gonzalez, to educate dealers. Sam and Tony work directly with dealerships every day, so what they teach is not theory. It comes from seeing what dealers are doing well, where they are struggling, and what they must change to keep improving. That combination of experienced dealers sharing openly and trusted professionals providing ongoing, real-world education is what makes this organization so valuable.

There were difficult periods when I did not know whether other dealers were experiencing the same problems. I did not always have someone I could call who understood exactly what I was facing, nor did I have regular access to dealers, educators, and industry professionals willing to share what they were learning in real time. I truly wish I had found an organization like the NPDA when I was operating my dealership every day. It would not have made every problem disappear, nothing can, but it could have helped me recognize problems earlier, make better decisions, learn from people who had already fought the same battles, and understand that I was not facing those challenges alone.

The systems that helped a dealership succeed ten or fifteen years ago may not be enough to carry it through the next five. Every dealer must be willing to examine whether leads are being answered, managers are fully using the CRM and DMS, inventory is being measured properly, departments are working together, and employees are being developed. Dealers must also prepare for artificial intelligence, cybersecurity threats, changing customer expectations, succession, and the next generation of leadership. You may be able to work through those issues by yourself, but why would you want to when experienced people are willing to share what they have already learned? The Value Is Not Just Information. It Is Access. There is no shortage of business information online. You can watch videos, download guides, listen to presentations, and read articles about nearly any subject. But information without context can take you only so far. The real value of the NPDA and DealerConnect is access to people who have lived the problems being discussed. These are not theories from people who have never stood behind a parts counter, managed aging inventory, dealt with an unhappy customer, struggled to hire a qualified technician, or wondered how to protect margins in a difficult market.

The Old Ways Are No Longer Enough The powersports business is changing rapidly. Dealership acquisitions are accelerating. Automotive groups and larger organizations are entering the market. Technology is reshaping lead management, customer communication, inventory control, digital marketing, financing, and nearly every other part of dealership operations. Meanwhile, independent and single-store dealers are competing against organizations with deeper capital, larger management teams, specialized departments, and access to better data. Hard work, experience, and relationships still matter, but they are no longer enough if the business around you is advancing faster than your willingness to learn.

Continued on page 58

SEPTEMBER 2026

Continued from page 57

DealerConnect Is Built Around The Problems Dealers Are Facing Now A conference agenda matters only when it helps dealers solve problems waiting for them back at the store. DealerConnect 2026 is built around issues dealership owners and managers are working through now, including unanswered leads, staffing and career development, cybersecurity, used inventory, and changing customer expectations. The September 20–21 program also covers insurance, AI, succession planning, profitability, customer experience, and dealership culture. Each subject connects to a decision dealers are already making or a risk they are already managing.

These are dealership owners, general managers, department leaders, educators, and industry professionals who have been in the same trenches dealers are in today. They can explain what worked, what failed, what they would do differently, and what they see coming next. Dealers can ask questions, challenge ideas, compare experiences, and build relationships with people they can continue learning from long after a session ends. That kind of access is difficult to place a dollar value on. $400 Is Not The Real Cost The current NPDA Basic Membership is $395 for a full year for a primary dealership location. Additional stores under the same ownership or management group can join as Affiliate Members for $195 per location. A threeyear Basic Membership is currently available for $1,000. I understand that every expense matters, especially when margins are tight. But $395 a year is not simply another bill. One better inventory decision, one recovered lead, one retained employee, or one improved process could repay that investment many times over. The greater cost is standing still while larger competitors continue investing in stronger systems, better technology, and employee development. In many other industries, associations, continuing education, peer groups, and professional development are treated as necessities. Powersports has historically been more fragmented, with too many dealers operating on islands and trying to solve every problem internally. Asking for help is not a weakness. The strongest business people I know never stop asking questions, comparing results, and looking for weaknesses in their organizations before the market exposes them. Education is not an admission that you do not know what you are doing. It is proof that you take your future seriously.

If you do not want to attend personally, send your general manager, sales manager, department leaders, or management team. They know your dealership, but exposure to successful professionals outside the store can help them see familiar challenges from a different angle, learn proven approaches, and bring practical ideas back to your business. Better yet, send the talented people who have earned your trust and remained loyal to your company. Investing in their education tells them that you recognize their value and care about their future. You are not simply paying for them to attend a conference; you are helping them become stronger leaders, better decision-makers, and more valuable members of your organization. DealerConnect also creates something no recording can duplicate: the opportunity to sit beside another dealer, have an honest conversation, and discover that the problem keeping you awake at night may already have been solved by someone sitting ten feet away. That is what “stronger together” should mean, not a slogan or sales pitch, but dealers helping dealers and leaders developing the next generation of dealership professionals. Review the full DealerConnect program and registration information: lnkd.in/gm8RZeSe Not an NPDA member yet? Click here: lnkd.in/gPTUHD7q

STRONGER TOGETHER

Support The Organizations Willing To Stand Beside You

ince founding Cycles Worldwide, I have tried to look at this industry from underneath the entire umbrella. My goal is to help dealers regardless of their size, location, brand, or financial strength. That position allows me to listen without favoring one dealership group, technology provider, or business model over another. When I hear valuable information and see people giving their time to help dealers improve, I recognize it. Over the past year, I have seen how much work the NPDA staff, board members, educators, partners, Dealernews and the larger support system put into this mission. They keep dealers informed, create educational opportunities, bring the dealer voice into conversations where it needs to be heard, and connect people who might otherwise continue struggling alone. But organizations like this cannot exist without dealer participation and support. You cannot say the industry needs stronger dealer representation while ignoring one of the few national organizations built specifically to provide it. And you cannot dismiss education as unnecessary, then complain when competitors develop better systems, stronger teams, faster processes, and more capable leaders. That may sound blunt, but I say it with respect and from experience. I once believed I could solve nearly everything myself too. Today, I know better. My Message To Dealers If you own a dealership, manage one, lead a department, or intend to build a long-term career in this industry, make

the investment. Join the NPDA. Attend DealerConnect or send the people you are counting on to help lead your company forward. Ask questions, meet dealers outside your immediate market, and listen to people who have already made the mistakes you are trying to avoid. You do not have to agree with every speaker or adopt every idea. That is not the point. The point is to remain curious, informed, connected, and willing to improve. The dealers who continue learning will be best positioned to adapt. The dealers who develop their people will build stronger teams. And the dealers who stand together will have a louder voice than those trying to fight every battle alone. After another year of watching this work from a much closer seat, my belief is stronger than ever: Support the NPDA. Support DealerConnect. Get in the room or send someone whose future is worth investing in. We are stronger together as my close friend Robin Hartfiel always says! This is “One Man’s Opinion” — and you know what they say about opinions! Sergey Tokman, CEO / Founder Cycles Worldwide sergey@cyclesworldwide.com

SEPTEMBER 2026

SMOKIN’

Fantic XE300 Hits Dealers

ust in time for the ongoing 2-Stroke More than a re-spec on the spark plug, 2002, but Motori Minarelli’s roots go back to 1951 (see sidebar). In 2020, Revolution taking place in the U.S. powerplant highlights include: Fantic purchased the Motori Minarelli marketplace this summer, the 2027 Fantic XE300 smokers are here • New cylinder head geometry with engine manufacturing plant in Italy in the U.S. commencing with Dealer revised compression ratio and squish from Yamaha. The Italian facility had been a subsidiary of Yamaha Motor deliveries in July. “This evolution of the XE platform is set to lead the 2-stroke • New expansion chamber designed to Europe and primarily produced twostroke engines, but it now belongs revolution,” quips importer Mark improve low-to-mid RPM torque solely to Fantic. Between this facility Berg. “Power, price point and product positioning… This is what we have • Revised engine timing focused on and its headquarters in Santa Maria stronger low-to-mid-range response, Di Sala (VE), Italy, Fantic Motor is been waiting for.” improved control, and smoother independently owned and operated. According to Berg, the XE300 is one power delivery Berg suggests now is the time to join of the first major Enduro models the Fantic Motor dealer network to introduced under Fantic’s new • Updated cylinder design featuring: get the bike that is all the buzz this Evolution Series philosophy—an Revised cylinder height summer. “With a brand known for approach focused on meaningful Optimized transfer ports innovation and passion, you’ll stand technical updates when they are Optimized exhaust ports proven, mature, and ready to deliver Increased reed valve block distance for out in a growing market and attract riders looking for Italian moto flair and a real performance advantage. An more efficient engine breathing craftsmanship.” updated 300cc Minarelli 2-stroke with dual-injector indirect fuel injection is at But it is just a Yamaha, right? Not the heart of this evolutionary edition. really Berg explains. Yamaha did Dealers apply here: buy the Italian 2-Stroke specialists in www.cpd-usa.com/dealer-inquiry

SEPTEMBER 2026

A HISTORY OF ENGINES SINCE 1951

2002: Motori Minarelli develops engines up to 660cc capacity at the cutting edge of their category, in line with the requirements of a constantly evolving market. Equipment and human resources are invested into R&D in collaboration with Yamaha’s engineers and know-how.

otori Minarelli roots go back to 1951 when F.B.M. (Fabbrica Bolognese Motocicli) was launched by Vittorio Minarelli and Franco Morini. The original Gabbiano (125cc) and the Vampir launched the company and 48cc powerplants were sourced by dozens of scooter companies starting in 1954.

2008: The ambitious landmark 10 millionth engine is produced.

1956 The two partners split up and Vittorio Minarelli builds F.B. Minarelli where up to 70 engines are produced daily by about 20 employees. Motorcycle production ceases so that F.B. Minarelli can concentrate on the production of two-stroke engines for mopeds and motorcycles. 1967 B. Minarelli changes company name to Motori Minarelli and opens what is still the main building in Lippo di Calderara di Reno. Motorcycle production resumes and the company keeps on growing. In the 70s, 200,000 twowheelers and 50,000 agricultural engines are produced annually. Between 1978 and 1981 Motori Minarelli wins four manufacturer titles and two rider titles in the 125cc world championships. 1990 The Motori Minarelli enters the 50cc era. The company supplies engines to most of the European manufacturers: MBK, Yamaha Motor España, Aprilia, Malaguti, Beta, Rieju, etc… This boom brings production to 700.000 units in 1998 and the staff reaches 500 employees. 1998-1999 End of the 90s, the four-stroke 125cc scooter engine is added to the production of two-stroke models tempi. Motori Minarelli doubles its covered area by opening Building 2, where Engine Assembly takes place. 2000 The two-wheeler market suffers a sharp downturn due to the saturation of the “fifty” segment and the difficult European economic situation. Ownership by Yamaha with progressively increasing corporate control at the beginning of 2002.

2020: Fantic Motor acquired 100% of Motori Minarelli at the end of 2020. An event that binds two companies that have made the history of two wheels in Italy.

BORN FREE 17

orn Free has become the ultimate weekend for fans of vintage Brit bikes, chopper purists, full customs and old rat bikes alike. It has come a long way since Mike Davis and Grant Peterson started a small vintage chopper gathering in Orange County, California, back in 2009. Over 16 years, it has grown into a big deal drawing 25,000 enthusiasts, 200+ vendors, Harley-Davidson and S&S Cycle, live music, and most importantly, the Invited Builder Show. The show has since spilled out of Silverado Canyon and created satellite gatherings at shops and watering holes throughout SoCal. This year’s mayhem roared into local biker landmark Cook’s Corner on Friday night, June 26th, with the Biltwell People’s Champ. No trailer queens here: The final six had to survive a mandatory 50-mile rip on Ortega Highway to even qualify for the crowd vote.” If it doesn’t run, it doesn’t count!”

And that was just the beginning. Inside the showgrounds, there is an Invited Builder area where 32 up-and-coming motorcycle builders from all around the world displayed the bikes they’ve been building just for this event over the past year. “These builders are not cable TV stars but craftsmen, small shop owners and garage builders doing their best to push themselves to build something unique, well thought out, and finely finished,” explains Davis. The Best In Show winner gets a trip to the Mooneyes Hot Rod & Custom show in Yokohama, Japan, in December and the promoters of the world’s largest custom bike show in Verona were also inviting builders to bring their bikes to Italy in January (see sidebar).

SEPTEMBER 2026

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Time to get started for Born Free 2027! Follow the socials or click here for more details: bornfreeshow.com/california-born-freemotorcycle-show/california

SEPTEMBER 2026

TALENT SCOUTS

tars want to get discovered in Hollywood, but bike builders go to Born Free instead of a Los Angeles soda fountain like Lana Turner to make their mark. Standing out at the bike show can be that big break for the next Arlen Ness or Indian Larry. Case and point were some Italian visitors coming to California on a mission. Following the success of the 2026 event — the biggest in MBE history — Motor Bike Expo is accelerating into the future. In fact co-founder Paola Somma and her son Federico were at Born Free talent scouting builders to invite to the 19th MBE scheduled at Veronafiere January 22-24, 2027.

In the past two decades Motor Bike Expo has quietly grown from a small regional bike show to the second biggest motorcycle trade event in Italy, closing in on EICMA in Milan which had a 100-year head start. The 2026 show saw 180,000 visitors, more than 700 exhibitors from 20 countries (7% growth over 2025) and more than 120,000 square/meters of exhibition space filling the 8 halls of the Verona fairground. Dealernews covered it in the March issue: issuu.com/dealernews/docs/issue_4_april_2026/53

SEPTEMBER 2026

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Continued from page 69

“We believe Motor Bike Expo is the place to be,” says Federico. “Exhibiting at MBE means connecting with a unique community: 180,000 visitors, 76,000 subscribers to our exclusive newsletter “Privilege Club”and over 170,000 social media followers. We have a network that lives MBE 365 days a year, well beyond the days of the show.” Getting an invite to join the world’s best custom builders is no small feat. Although it has a full contingent of OEMs — we saw Artie Starrs at the Harley Pavilion and the very first post-Polaris Indian in Verona — as well as plenty of P,G&A offerings. MBE leans into its roots of recognizing builders. “We are now the world’s largest custom show,” adds Federico. “The world’s most influential companies and customizers gather in Verona to experience it. This is where the industry elite come together in a truly unique atmosphere.” The message resonates with American builders. “MBE is the largest and most beautiful custom motorcycle event in the world,” says Cory Ness. Ray Drea, Harley-Davidson’s former principal stylist, readily agrees that it is a great source of inspiration. “I look forward to attending. MBE because it offs the largest indoor custom motorcycle show showcasing everything from major manufacturers, the aftermarket industry and many of the most influential custom builders worldwide.” Now that AIMExpo has moved back to March, MBE has the holeshot on the motorcycle world in January. Get the scoop here: www.motorbikeexpo.it/en

The motorcycles will be displayed inside The Builders Club, a dedicated show-floor destination designed to connect custom culture with manufacturers, distributors, dealers, media and other leaders from across the powersports industry.

CULTURE CLASH! BIKER BUILD-OFF BATTLE SET FOR AIMEXPO

IMExpo is bringing custom motorcycle culture to the forefront at AIMExpo 2027 with the debut of The Builders Cup Fueled by Drag Specialties. With S&S Cycles support, The Builders Cup Fueled by Drag Specialties will invite selected custom builders to AIMExpo 2027, taking place March 3–5 in Orlando, Florida. “Custom builders have long served as an early indicator of motorcycling trends,” says Cinnamon Kernes, VP of Market Expansion, Motorcycle Industry Council. “Before new styles, technologies and rider preferences reach production motorcycles and showroom floors, builders are already experimenting with one-off machine. Their work provides an authentic view into what riders value, how motorcycles are being used, and how the culture surrounding them continues to evolve.”

“At Drag Specialties, we’ve always believed that when builders have access to the right products and the right support, they don’t just create incredible motorcycles, they inspire the entire powersports industry,” said Paul Langley, Chairman and CEO, LeMans Corporation. “And when you bring the industry’s best custom builders together, you’re showcasing more than the machines — you’re celebrating the creativity, craftsmanship, and innovation that define powersports. AIMExpo is where this competition belongs; it’s a show dedicated exclusively to powersports and it’s where the entire industry shows up.” In addition to the Builders Cup, The Sturgis Buffalo Chip will present the Spirit of the Chip Award to the builder whose motorcycle best captures the spirit of freedom and individuality at the heart of motorcycle culture. For decades, the Sturgis Buffalo Chip has created experiences that bring together motorcycles, music, art, and community. Its involvement in The Builders Cup brings that rider-facing perspective directly to the AIMExpo show floor. “Custom culture has an influence that reaches far beyond the hand-built bikes themselves,” concludes Andre Albert, MIC Director of Market Expansion & Events. “It creates aspiration, introduces motorcycles to new audiences, and gives riders a powerful way to express who they are. Bringing that energy into AIMExpo strengthens the connection between the motorcycle industry and the community it serves. There is no more appropriate trade show stage for The Builders Cup.” The Builders Club will serve as the home of The Builders Cup throughout AIMExpo 2027, giving attendees the opportunity to meet the builders, hear the stories behind their motorcycles, and engage with the brands supporting the competition.

SEPTEMBER 2026

ONE STEP FORWARD, ONE MORE TRIP TO THE HOSPITAL! By William Douglas Little; Two Old Guys Racing, LLC

t never rains, it pours! First the Missouri State MX round was rained out, then Bill had to make a run to the hospital (pun intended) and his reconstructed knee ballooned up to watermelon size. Then race day to make up for the rain out (complete with two holeshots for Mark) track prep for the Coffman Outdoors’ Beta Ride (more on that later) culminating with yet another trip to the hospital for Bill (this one was serious… so much so he missed his own Ride Day). Here is his medical report: “A Screeching Halt to all of my other goals, but there are two positives… A giant win for my weight loss goal. And, I’m still alive! “Until last night, I never knew that “non-stop, violently shaking in pain” was a thing that could happen. Apparently, it is; and, it can go on for three hours — impervious to multiple doses of Morphine, Dilaudid and even Fentanyl. I haven’t eaten in 6 days and I should’ve paid attention to my sudden “blah!” food avoidance and the pain below my sternum. It wasn’t some bug or covid variant to be kept distant from others and

ignored. It was a 7-1/2 centimeter, (correct, not millimeter), abscess on my liver that decided to become a problem.” Bill is on the mend, but off the bike for the foreseeable future. RESET To reset leading up to the Coffman Outdoors Beta Ride Day, the end of July saw Round 4 (Rain-out Make-up) CoalTrain Energy Missouri State Motocross Championship Series at Grain Valley MX, Grain Valley, Missouri… and it was another positive weekend for the 2OG at Round 4 of the Mo State Series with another pair of 4th/5th finishes. Perhaps the most notable gain for the team came from Mark Coffman getting the holeshot in both motos. While he faded back to his previous position late in each race, MC39 took the early lead and ran with the prior race leaders for much of both motos, which definitely hints at things to come. “I went down on Saturday to get a feel for the track, which neither of us have seen since Bill and my boys raced the same series back in 2001. It was good to get some extra time on the bike. When we initially decided to do this, I had no idea that I’d be so swamped with work that I wouldn’t be able to make time to practice, but that’s what it has been all season. I’ve been trying to race my way back into shape and form and that just isn’t a good way to go. My starts were great and the first 2-3 laps felt good, but I’ve got to work on stamina so I can hold the pace for the whole race. I’m getting there.” Bill Little has been racing himself while the knee continues to get stronger, focusing on improving each race. While his overall was equal to the 5th place finish in the previous round, he wasn’t personally happy with his ride.

licked my post-crash mental hangup with ruts in the last round at Bar 2 Bar MX, but for some reason that came back in the second moto this weekend. “I rode better in Moto 1 than I’ve ridden since coming back from the injury, but for some reason in Moto 2, I started hyper-focusing on every single rut and actually went down on the final lap because of it... and Grain Valley isn’t even a rutty track for the most part! It’s just something I’ve got to get past. I’ll be working on it at home for the next three weeks and hopefully I’ll find my speed and clear my head of this block by Round 6 in mid-August.” Official standings are now posted with Mark in 3rd overall 15 points out of 2nd and Bill now in 4th overall for the Series. Time for Mark to get back to work at the shop and Bill to get well soon!

“It’s like one step forward and two steps back at this point. I re-injured the knee at therapy early last week and can’t seem to get the swelling down, but that has nothing to do with my performance at Grain Valley. I thought I’d finally

captured two AMA National Championships aboard his Beta RX 450F. Competing in both Open Pro Sport and the Junior (25+) division, Osborne demonstrated he still has worldclass speed along with veteran discipline to secure Beta’s first-ever motocross national titles at the Ranch.

SPEAKING OF OLD GUYS GOING TO LORETTA LYNN’S…

ark and Bill aren’t the only two old guys looking to race at Loretta’s on a Beta. But former champturned Beta brand ambassador Zach Osborne had considerably more success than 2OG Racing at the 2026 Monster Energy AMA Amateur National Motocross Championship at the iconic Loretta Lynn’s Ranch. Osborne

Zacho kicked off the week with a statement victory in Moto 1 of In the Open Pro Sport class. Shades of Mark Coffman snagging the holeshot at the Missouri State MX round, Osborne grabbing the lead, but unlike Mark kept the big Beta pulling away from the pack, taking the win by 10+ seconds. Moto 2 saw another fierce battle at the front, with Osborne leading the majority of the race before taking a solid runnerup finish. With the championship in sight, Osborne executed a strong start and rode a calculated race to finish 5th. His 1-2-5 moto scores earned him 8 total points, securing the Open Pro Sport AMA National Championship overall. Osborne was utterly dominant throughout the week in the Junior (25+) class. Commanding every session from the drop of the gate, he executed wire-to-wire performances to sweep all three motos on his RX 450F, claiming a perfect score and his second AMA title of the week. “Loretta’s went great for me and the Beta squad,” said Osborne. “We went there with some lofty goals and we were able to deliver. My Beta 450RX was perfect all week and I felt so comfortable in all of the conditions we faced. I’m so happy to bring home Beta’s first titles on the motocross scene and I hope there are many more in the future!”

SEPTEMBER 2026

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BACK IN THE SADDLE WITH BETA

ell that didn’t take long… Zach Osborne had so much fun racing at Loretta’s, he decided to return to racing the nationals. Beta USA is thrilled to officially announce that Zach Osborne will be returning to the AMA Pro Motocross Championship to compete in the final three rounds of the 2026 season. After an almost five-year hiatus from professional racing, Osborne lined up at Unadilla MX, Budds Creek, and Ironman Raceway aboard his Beta Factory Racing RX 450F. “Zacho is Back! After a great week at Loretta Lynn’s, Zach was feeling comfortable and having fun,” said Race Team Director Carlen Gardner. “We are already loaded up, so let’s keep the ball rolling. There is no pressure, no points to chase. Just simply the opportunity for a rider to go enjoy the weekend riding his dirt bike and hanging out with the pro motocross fans. Can’t wait to see how he stacks up on his RX 450F.” For Osborne, this three-race stint is all about getting back behind the gate at the pro level on the RX 450F, sharing the experience with dedicated fans, and having some fun in the process. “I’m excited at the opportunity for a short return to pro motocross,” added Osborne. “A huge thanks to Tim and Carlen for the opportunity to race again at the top level on a factory bike. I have no expectations for results, but I want to go there and enjoy my time in that setting, learn more about our bike and what we can improve on, and be an ambassador for Liqui Moly Beta Factory Racing and all of our partners. It’s a unique opportunity with the team doing outdoors this year, and the timing just worked out! Let’s have some fun!” Osborne brings an impressive list of career accolades to the starting gate, highlighted by his 2020 AMA 450MX National Championship. His resume also includes the 2017 AMA 250MX Championship and back-to-back 250SX East Championships in 2017 and 2018. Osborne’s return to the professional ranks follows a highly successful trip back to his roots at the Monster Energy AMA Amateur National Motocross Championship at Loretta Lynn’s, where he recently secured a championship victory and reignited his competitive fire.

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 illadvised 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?

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Shameless Plug – For the most up to date dealer news, check on the news feed at Dealernews.com, be sure to like us on Facebook and click on Dealernews’ monthly digital editions: www.dealernews.com

SEPTEMBER 2026

INDUSTRY LOSES A LEADER Godspeed Ray Blank

merican Honda is deeply saddened to mark the passing of former Motorcycle Division Senior Vice President Ray Blank. Blank leaves behind a remarkable legacy, having helped guide Honda and influence the powersports industry for nearly three decades before his retirement in 2012. His tenure included multiple influential leadership roles during a period of significant growth for the motorcycle business. “Honda is indebted to Ray for his visionary leadership during a very important era for the company,” said Bill Savino, Director and Powersports Division Lead at American Honda. “His influence extended far beyond Honda, helping shape the direction of the entire powersports industry, and he oversaw many projects whose impacts are still felt today. Ray approached his work as a calling, and he had the confidence to commit to daring projects — and time and time again, he was proven right. Our thoughts are with his family and friends.” A New Jersey native, Blank was fascinated early on by all things mechanical, riding motorcycles since his teens and earning his private pilot license. He received his education at Flint, Michigan’s GMI Engineering and Management Institute and did a brief stint with General Motors before returning to New Jersey to join Volkswagen/Porsche/

Audi. He moved to American Honda’s Gardena, California, campus in a technical role with the Automobile Division in 1983 before transitioning to the Motorcycle Division a few years later, initially overseeing areas including press relations and product development. Blank ascended quickly, taking on the Vice President of Powersports role. Known for his strong leadership style and unwavering confidence in his vision for the market, Blank coined Honda’s “Performance First” tagline and was a driving force for new-product development, championing bold models like the Valkyrie Rune. A passionate believer in the importance of racing, he was instrumental in supporting Nicky Hayden’s Honda career in AMA Superbike and MotoGP, culminating in Hayden’s 2006 premier-class World Championship. He also played a key role in bringing AMA Supercross and Motocross Champion Ricky Carmichael to Honda. In addition to his work guiding Honda, Blank felt a calling to serve the industry at large, sitting on the American Motorcyclist Association’s Board of Directors for 17 years, as well as a stint on the AMA Pro Racing Board. He served the Motorcycle Industry Council for more than 25 years, including two years on the MIC Board of Directors. Blank is survived by his sons Cody, Erik and Justin.

THE LAST TITAN: RIP Honda’s Ray Blank By Dean F. Adams

e lost Ray Blank last night. He passed away after battling an illness for some time.

People will say that, as head of American Honda’s motorcycle division, Ray Blank was a giant in the motorcycle industry. They’re wrong. Ray Blank was a titan of the motorcycle industry. For three decades, Ray shaped Honda’s American motorcycle business in his own image. His fingerprints were everywhere. He helped bring iconic motorcycles to life, including the RC51, Hawk GT, Rune and Valkyrie, among many, many others. He understood not only what riders wanted, but what they would want years from now. Ray’s influence extended far beyond motorcycles. He brought Hollywood to American roadracing with sponsorship from The Scorpion King. He championed racers, teams, engineers and ideas. Time and again, when others failed to convince Honda Japan to support a new motorcycle for the American market or back a rider or racing program, Ray found a way.

No American before or since has enjoyed the trust, respect and influence inside Honda Japan that Ray Blank commanded. His touch was on hundreds of motorcycles, riders, teams and projects during his years at American Honda. No American had more influence within Honda Motor Company, and few people anywhere in the motorcycle business commanded the respect that Ray earned on both sides of the Pacific. Ray was also instrumental in Discover Today’s Motorcycling, the operation of the Motorcycle Industry Council and AMA Pro Racing when it enjoyed the best success and professionalism. The motorcycles remain. The championships remain. The riders he helped and the careers he shaped remain. But there will never be another Ray Blank. See Dean Adams’ full tribute to Blank at Superbike Planet: superbikeplanet.com/story/2185/the-last-titan-riphonda-s-ray-blank

SEPTEMBER 2026

LEVERAGING AI/AEO Time To Futureproof Powersports By Hank Desjardins

he Clock is Ticking. Whether the industry is ready or not, AI/AEO is here now, with true agentic capability right around the corner. But are we really prepared to leverage this new game-changing tech? If I’ve learned anything in my time in the powersports aftermarket, it’s that, if we’re being honest, as an industry, we’re typically not at the forefront when it comes to the rapid adoption of cutting-edge digital technology. As an industry, early adopters we ain’t. Let me clarify: this is not to say that in regards to product and brand innovation/development there aren’t numerous brands in powersports at the bleeding edge of their segments. Obviously there are, and the list is nearly endless: Alpinestars, Cardo, 100% Racing, Dunlop, Shoei, Öhlins, Akrapovič and hundreds of other brands are all worldclass innovators in their own right. What I’m suggesting is that when it comes to leveraging new digital technology to innovate business operations or adopting new process methodologies, we in powersports have historically tended to “lag”. In some cases we’ve even actively resisted innovation at scale to the detriment of sustainable growth. And just why is that? What are the root causes of powersports tendencies toward slow rates of tech adoption?

The Root Causes Of Glacial Adoption First and foremost, many powersports aftermarket companies from OE dealers, independent retailers, product brands, and distributors tend to be chronically under-capitalized small businesses operating with tight margins and limited access to growth capital. While that landscape has been evolving in the past decade with the influx of PE capital, the above dynamic is pretty much the norm. Unlike our cousins in the automotive space or tech sectors, on balance powersports hasn’t benefited from the same scale-driven innovation cycles. As we know, tech adoption during previous waves, such as early e-commerce platforms (our first one at CG wasn’t exactly “Amazon-esque”), digital inventory systems, or advanced diagnostic tools, was hit or miss, and always behind the curve. Ask any powersports business owner why the adoption of new tech has historically been glacial, and they’re likely to cite high upfront costs, steep learning curves, fear of disrupting proven workflows, and a cultural preference for hands-on “analog expertise”. There’s a reason distributors still depend on print catalogs to move the goods. Unfortunately, in a time of rapid technological acceleration, this inertia risks turning a strength (community/customer focus) into a vulnerability (market irrelevance).

The Clock Is Ticking Fast forward to today, and the clock is ticking. The rate and pace of change is simply unprecedented. The powersports aftermarket cannot afford to sit on its hands, or worse, resist the generational changes on the horizon. Widespread adoption of artificial intelligence (AI) and Answer Engine Optimization (AEO) could not only address age-old challenges but also fundamentally future-proof the sector, notwithstanding our industry’s historical reluctance to readily and rapidly embrace major technological shifts. What AI And AEO Actually Deliver AI and AEO offer a compelling path forward precisely because they can deliver “force-multiplying” returns even at modest scales and with reasonable investment. Current AI solutions tend to encompass a broad toolkit, for example: predictive analytics for inventory, machine learning for personalized recommendations, computer vision for fitment verification, and generative tools for marketing content. AEO, the optimization of content for AI-powered “answer engines” like ChatGPT, Google Gemini, Perplexity, and emerging search interfaces, ensures businesses appear in conversational, intent-driven queries rather than traditional keyword-ranked results. Together, they represent a shift from reactive selling to proactive, datainformed engagement. And with end-use customers soon to engage their own “agents” to do their shopping for them, ignoring AEO capabilities will effectively put a “closed” sign on a given e-commerce site. Inventory Management: The Perennial Headache Consider inventory management, a perennial headache in the aftermarket where SKUs proliferate across OE make/model/years. AI-driven demand forecasting can analyze historical sales, seasonal trends, regional riding patterns, vehicle parc data (or VIO), and even macroeconomic signals to predict which parts will move and when. For a small shop stocking thousands of items, this reduces overstocking of slow-movers and stockouts of high-demand upgrades, freeing up critical working capital. For a multi-line distributor with tens of thousands of SKU’s in stock at any given time, the benefits are even greater. In the broader automotive aftermarket, similar systems have already demonstrated efficiency gains in supply chains handling millions of SKUs. Powersports, with its enthusiast-driven variability, stands to benefit even more.

of custom builds, enhancing online presence without requiring large marketing teams. For dealerships and aftermarket specialists, AI fitment tools can instantly verify compatibility, reducing costly returns — a major pain point for both distributors and retailers. AEO And the End Of The Blue Links AEO takes this even further by positioning businesses in the new search/discovery landscape. As consumers increasingly ask AI tools “What’s the best aftermarket exhaust system for my 2025 Yamaha R1?” or “Recommend reliable UTV suspension upgrades under $2,000 near me,” optimized content reveals a retailer’s expertise/product availability directly in its answers. This isn’t traditional SEO; it requires structured data, authoritative content, real-time inventory signals, and transparent expertise that AI models trust and cite. Gone will be the “blue links” of the past. Overcoming The Adoption Obstacle The future-proofing benefits will compound at the industry level, while overcoming the adoption obstacle will require targeted strategies. For instance, industry associations, manufacturers, and larger distributors should play a leading role: offering training workshops while sharing success stories from early AI adopters in the powersports ecosystem — demonstrating quick ROI through efficiency or sales lifts — can build momentum. Most importantly, adoption must respect the industry’s culture: framing AI as an enhancer of human expertise, not a replacement for the trusted mechanic or sales advisor who “gets it.” Our Best Days Are Ahead The powersports aftermarket’s resilience has always stemmed from adaptability and community. We will find a way to adopt this new, game-changing tech without straying from the passion for the sport that is the hallmark of the powersports industry. I have no doubt that our best days are ahead. I founded Eight Foot Brands (eightfootbrands.com) precisely to bridge the gap between today and the amazing new AI/ AEO driven paradigm that awaits. We aim to partner with those brands who share our vision of enhanced business operations, world-class customer experiences, and value creation never seen in our industry before. The future is going to be one hell of a ride. What are we waiting for… Ride Hard, Take Chances

Customer Experience Will Transform Customer experience will transform dramatically too. AI-powered chatbots and virtual assistants, trained on shop-specific data, can handle routine inquiries 24/7 — recommending compatible exhaust systems for a specific bike model or suggesting maintenance schedules based on mileage and riding style. Generative AI can create detailed product descriptions, installation videos, or even augmented reality previews

SEPTEMBER 2026

Issue #9 September 2026