The end result of this extreme focus on creating that elusive premium experience is an audience that returns positive results. Ducati Newport’s online reviews and reputation are nearly all five-star, community events see great attendance, and the store’s branding continues to grow. Most of the attention comes from word of mouth compared to more digital channels.
“People become a part of the family here,” Guerin says. “Even if they didn’t buy their first bike here, after experiencing our service, they’re going to buy their next bike here. Give them the right experience once they’re in the shop, and they’re going to be a multiple bike purchaser. Customers have had the opportunity to watch us grow, and I think they really appreciated that, it made them feel like they were a part of it. We have a really strong customer base that has watched this place develop, and they’ve liked what they’ve seen. I think that’s part of our success. We’ve invited people to be a part of it.”
Having been in business only three years, Ducati Newport has already earned its place as the No. 1 Ducati dealer in the U.S. Of course, like any good leader, Guerin doesn’t plan on resting on his laurels. “Nobody’s really content with where we are,” Guerin says. “We are always trying to make it better. Everyone else was retracting, and we kept pushing forward. I’d love to tell you I knew what the hell I was doing, that it all went perfectly according to plan, but some of this, you’re going by the seat of your pants as best you can, according to the vision you though it would be. This was the right time, and we’ve never looked back.”
This story originally appeared in the May 2012 issue of Dealernews. Photography by Joe Bonnello..