DragonFire, RideNow to expand store-in-a-store UTV display

Publish Date: 
Sep 27, 2012

MESA, Ariz. - DragonFire and dealership group RideNow are expanding their store-within-a-store concept that highlights the aftermarket company’s extensive line of UTV accessories.

Launched in early 2012, the display features a fully-accessorized Polaris RZR and a fixture showing off DragonFire’s products. DragonFire’s GM, Dave Asher says the concept will grow from the two pilot stores where it was started to now include three more RideNow dealerships — RideNow INA, RideNow Tucson and RideNow Surprise.


Read more about DragonFire and RideNow's UTV display concept


“We started off with a pilot program in two Arizona dealerships — RideNow Chandler and RideNow Peoria,” said DragonFire GM Dave Asher. “We expected this program to help create brand awareness, but honestly, we had no idea how well it would do in terms of actual product sales. When customers were able to see products physically installed on the UTV, sales have been greater than even our highest expectations going into the program!”

Nash added that the store-in-a-store not only increased DragonFire accessory sakes, but also helped push unit sales at the pilot dealerships. The display RZRs helped give customers an idea of just how far they can personalize and enhance a side-by-side vehicle, he said.

RideNow COO Bill Nash added, “I agreed to test the concept in two stores to determine if the concept would be successful. As it turns out, the pilot program was overwhelmingly successful and we are now in the process of expanding it to several more of our RideNow family of dealerships.”

Posted by Dennis Johnson