Iron Pony Is 2011 Dealer Of The Year

Publish Date: 
Feb 18, 2011
By Mary Green Slepicka

INDIANAPOLIS, Feb. 18 – Westerville, Ohio-based Iron Pony Motorsports Group took top honors last evening at the 20th Annual Dealernews Top 100 Dealer Awards Ceremony, held at the Indianapolis Marriott.

More than 25 individual awards were announced by emcees Robert Pandya and AMA Hall of Fame recipient Larry Huffman.

Iron Pony, owned by Chris and Tammy Jones, primarily sells parts, gear and accessories out of a massive store that once housed a Kmart. In the last two years, the Jones have taken on three vehicle franchises – Yamaha, Polaris/Victory, and Piaggio.

The Ohio store was lauded by Top 100 judges for its merchandising inventiveness, promotional excellence and success with its surrounding community.

Rexburg Motor Sports out of Rexburg, Idaho, was first runner-up, and Bob Weaver Motorsports & Marine, North Tonawanda, N.Y. was second runner-up. Rexburg also took home the Special Merit award for best dealership exterior, and Weaver won a Special Merit Award for Best Display.

World of Powersports, Decatur, Ill., was third runner-up. Honorable Mentions went to Outdoor MotorSports, Spearfish, S.D., and Signature Harley-Davidson, Perrysville, Ohio. Rounding out the Top 10 list were A.D. Farrow Harley-Davidson of Columbus/Sunbury, Ohio; Bayside Harley-Davidson, Portsmouth, Va.; Powersports of Joplin, Joplin, Mo.; and Road Track & Trail, Big Bend, Wis. Road Track & Trail also was named Best Independent Dealer.

The first annual Don J. Brown Lifetime Achievement Award was presented to brothers Bob and Jimmy Jones, owners of J&W Cycles in Washington, Mo. J&W Cycles is the only dealer to have been named to the Top 100 list all 20 years that the competition has been in existence.

The award is named for the late Don J. Brown, a founding editor of Dealernews and longtime research editor for the magazine. Brown’s good friend and AMA Hall of Fame recipient Don Emde presented the award to the Jones brothers for their lifetime dedication to retail excellence.

J&W Cycles also won a Special Merit Award in the media category for its use of Jumbotron messages during a county fair.

The first Consumer’s Choice Award, presented by the Progressive International Motorcycle Shows, was given to South Texas Suzuki. The Lytle, Texas, store received a staggering 37,000 votes during a late 2010 online voting competition on the site.

World of Powersports, Decatur, Ill., walked away with three awards, for Best E-Commerce Operation and Best Promotion in addition to its third runner-up placing.

Best Media Campaign-Radio/TV went to Strokers Dallas for its new reality TV series, “Ma’s Roadhouse,” on TruTV. Rick Fairless and daughter Lena Fairless were on-hand to accept the award.

Other Special Merit winners last evening:


  • Media Campaign-Print – Outpost Harley-Davidson, Pueblo, Colo., for its “Winter Specials” postcard mailings


Media Campaign-Online – A.D. Farrow Co. Harley-Davidson for its Facebook campaign supporting a breast cancer event

  • Service Department – Bayside Harley-Davidson

  • Employee Incentives – Outdoor MotorSports

  • Store Theme – Bayside Harley-Davidson

  • Use of Space – Ducati Newport Beach, Costa Mesa, Calif.

  • Dealer Event – McGrath Powersports, Cedar Rapids, Iowa, for its Motocross Clinic

  • Web site – Deptford Honda Yamaha, Deptford, N.J.

  • Customer Service – Powersports of Joplin for its customer focus groups

  • Community Involvement – Signature Harley-Davidson for its Ride to Recovery charity ride

  • The Top 100 Dealers, the top winners and the Special Merit winners are showcased in the Top 100 Galleries near the Top 100 Hall of Fame Walk and in the exhibit hall.