Hyde seeks dealers for adventure-touring 'centers of excellence'

Publish Date: 
Dec 5, 2013
By Bruce Steever

Thirdly, we, as the companies that make up the World of Adventure, are going to promote Center of Excellence dealerships on our websites. We are going to tell our shared databases full of riders that these places are the go-to dealerships in America for service, for advice, for fun, etc.

We have about 400,000 riders in our collective database. Once we have all these dealerships established as Centers of Excellence and up to speed, when we make an email blast that says these dealers are the places to go, we believe we can do a lot for them. We’ll be able to bring more attention to them in a single email blast than they will get all year on their own.

 

Beyond marketing, what can a dealer expect to see as a result of better knowing and selling to the adventure customer? More bike sales, more accessory sales?

Hyde: Definitely. Let’s calculate what the math would be: A set of crash bars is 400 bucks, a good skidplate is another $250 to $300, so there’s $700 in components. A set of aftermarket lights is $500-$700, so now we’re at $1,400. A cruise control or throttle lock is 100 bucks, a set of knobby tires is $400, so now we’re at $1,900. GPS, and a GPS mount, that’s another 800 bucks. Aluminum panniers are another $1,000. Then you start getting into the $50 components like specialty air filters, or clutch and brake reservoir protectors. It is not at all difficult to spend $5,000 to $8,000 accessorizing an adventure bike, with at least a thousand for the bare necessities.

 

How many dealers are you looking for to create these Centers of Excellence?

Hyde: We want 20 dealers involved in this program this year. Our end goal is to have 100 dealers nationwide, loosely categorized as two dealers in every state.

Of course, some states may not have a dealership or adventure market that’s worthy. But we want a good ‘shotgun blast’ with a focus on the major metropolitan areas and on California, Texas and Florida, as those are the three largest markets. But we’ll have good representation across the U.S.

 

After you have 100 of these dealers all up and running, what’s the long-term goal for creating this community?

Hyde: It’s all tied to the growth of our sport. First off, I believe that there is room for an industry association tied around this market segment. The adventure bike market segment is very fragmented. I want a hub where information can be shared, as I see our market as lacking cohesion. That’s what World of Adventure is about.

For example, when I bought my ski boat and my motorhome, I didn’t have to lift a finger. The system worked on my behalf and began to funnel stuff to me that allowed me to enjoy my motorhome and my boat even more. Within a week or two, I had flyers coming in from the State of California on suitable boating areas and catalogs full of boating products. 

In the motorcycle world, there’s nothing. You buy a bike, the dealer pats you on the butt, says ‘thank you very much’ and you go home with a new adventure bike. But I want to make something for adventure bike owners to allow them to instantly connect with everything that they could want as part of their ownership experience.

I want to help educate and polish these dealerships, help them get engaged, be knowledgeable about the lifestyle side of it, help them put on events and understand the value of getting their customers out for a ride. I simply want the dealers to be more successful. If a dealer sells a Triumph Tiger or a GS to a guy and that guy has a really good time, he’s going to tell his friends about it. His friends are going to want to be involved, the dealer is going to sell more bikes, and basically, our industry as a whole is going to grow. Everybody wins, that’s the goal.