AMA enlists dealers to help increase membership


The American Motorcyclist Association hopes to grab new members where they’re most excited about motorcycling — on the dealership sales floor. The association used Dealer Expo to launch its Dealer Incentive program, which awards dealers with a $15 rebate for every new membership they sell. Dealers also can use AMA membership perks — 24-hour roadside assistance, hotel room discounts, subscription to American Motorcyclist magazine, to name a few — as incentives for new bike buyers.

Given that there’s anywhere from 6 million to 10 million motorcyclists and there are only about 230,000 AMA members, there is definitely room to grow. The program reflects a shift in the AMA’s focus that began about five years ago when it announced it was getting out of the race promotion business. The focus from that point on was to represent its members, and to promote the sport and protect the future of motorcycling.

To help with these efforts, the AMA wants to hear from dealers on what they’d like to get out of the incentive program and how it can help them sell memberships.

Retailers can e-mail their thoughts to, or they can call 800-AMA-JOIN.

This story originally appeared in the Dealernews April 2011 issue.