Dealernews Senior Editor Bruce Steever recently had the opportunity to spend time at RawHyde Adventures, BMW’s authorized adventure riding school in the United States and one of only nine BMW schools in the world.
While the training provided is exceptional, dealers across the country may want to look to RawHyde if they are interested in using the adventure-touring and dual-sport segments to grow their business.
Below, RawHyde's owner Jim Hyde offers the business math that may prompt dealers to join in on the fun.
Dealernews: The adventure-touring/dual-sport segment is one of the only slices of the market showing consistent growth. How do dealers make the most of this growth to benefit their dealership?
Hyde: There are a lot of powersports dealers that sell Triumph, BMW, Yamaha; each of these brands have product that fits into the adventure market segment. A lot of the dealers simply don’t have the time to maximize the profit potential of these models’ accessories sales and many of them don’t quite grasp the lifestyle. They don’t ‘walk the walk.’
We’ve created a piggyback program through our World of Adventure, which is an aftermarket company co-op marketing program. We’ve pulled together all the companies in the adventure aftermarket under one umbrella, making it easy for both customers to connect with us and to involve dealers.
What companies are already on board?
Hyde: We’ve got Klim, Touratech, Black Dog Cycle Works, AST Engineering, Jesse Luggage, ALT Rider, Baja Designs, Clearwater Lights, Giant Loop, Sena, Rowe Electrics, Wolfman Luggage, AKS engineering. We’re also working with travel companies, so Edelweiss is involved, for example.
How does a dealer get involved?
Hyde: Our program is designed to help dealers become, for lack of a better term, ‘Centers of Excellence’ in the adventure market segment. They first have to make a commitment to us, which involves dedicating a person in the dealership to become the go-to person for customers that are interested in adventure riding.
For training, we’re going to have a dealer rep out to our place for in-depth ‘indoctrination.’ We have a three-day program that we will put that dealer representative through so that he is aware of what the lifestyle is and who the companies are that are involved and so on. This includes riding lessons to give a sense of what the bikes can do and learn how to ride these bikes well.
Then they’ll have a chance to interface directly with the companies involved in the adventure segment. We’re going to run two weekends early next year, where we’ll bring dealer reps in and all the companies will be here to talk about their products to help them be experts.
Sounds like fun, but how will this help the dealership on a larger scale?
Hyde: The net benefit of the dealership for being involved in this is to introduce them to companies that can provide them with things they can sell to make the margins they need to make. Also, if the world at large knows that they stock and carry a broad variety of adventure-related merchandise, their dealership becomes more of a destination dealership for adventure riders to go to, knowing that they can find the stuff they are looking for. (continued)