Working with Motorcycle Manufacturers

Establish or expand a franchise by working with motorcycle manufacturers

While the economic climate has shredded vehicle manufacturing in general, it can prove to be a boon to motorcycle manufacturers. Any vehicle that uses half the tires and weighs one-tenth of a car consumes far fewer resources to make and maintain, making it far easier for purchasers to justify as a second or commuter vehicle.

Although manufacturers of motorcycles continue to look for distribution channels as brands and markets expand in the US and worldwide, they want to ensure solid, lasting relationships. Motorbike manufacturers look for experience, a solid financial foundation, and business campuses with adequate floorspace for sales and service. Beyond these basics, bear in mind three factors when considering a partnership with a particular motorcycle manufacturer:

1. Check your market's territory.

2. Include novelty or custom motorcycle manufacturers in your mix.

3. Capitalize on motorcycle maker brand integrity.

 

Strike a balance between saturation and drought with motorcycle companies

Weigh benefits and liabilities in showcasing a particular motorcycle supplier. Although you don't want to blanket the market with your product competing against too many other dealerships, you risk offsetting the advantage of being the only game in town with the drawback of difficulty getting product shipments or service assistance to keep that brand on the road and your customers happy.
Try: Triumph has a detailed outline of its expectations from prospective dealerships on its site, including its desire to minimize overlap among dealerships. Cyril Huze Custom Motorcycles of Palm Beach County Florida, also welcomes prospective dealers.

Serve up some novelty from motorcycle suppliers

Wake up even the most jaded market with some forward-looking or truly retro products from an Old World motorcycle company. Although your dealership wouldn't revolve around any one product, it could catch customers' attention and generate foot traffic on your sales floor.
Try: Piaggio’s Vespa site offers franchise opportunities for a futuristic, leaning three-wheeler that leans into turns. On the other end, Russia’s Ural produces an old-school bike with opposed-twin engine and sidecar. They are recruiting for dealerships in several states including FL, GA, NC, NY and MA.

Harness the power of brand name motorcycle makers to create a full-service supercenter

In the era of superstores, if you service a major metropolitan area, consider a vehicular supercenter that not only offers products from a given manufacturer of motorcycles but also sells that manufacturer's other vehicles as well. Work with the manufacturer to establish any back office, finance, warranty or maintenance services they could streamline by combining vehicles under one umbrella dealership.
Try: Suzuki manufactures two-wheels, including scooters and motorcycles, four-wheels from ATVs to crossover SUVs, and watercraft. Not only does Honda match Suzuki’s breadth, it also manufactures light aircraft.

 

• Think about your territory quite literally: the terrain determines the ride. Do you serve urban, suburban, rural areas? Does the environment best suit leisurely cruises, aggressive commutes, recreational rides? Seasonal or year-round riding? Look hard at who and what you see on the road most frequently when working with motorcycle manufacturers, and base your lineup on what sells, resisting the urge to stock all bikes for all people.

Copyright © 2011 Business.com, Inc. All Rights Reserved.

---