The new bike reflects the company's drive to build bikes that will drive customers into the stores. This, Burleson, explained, is very important given that new and improved technology is increasingly important to consumers who demand not only bigger-and-better, but brands that are involved with their lifestyles. And given that KTM already has a hardcore following of customers who are "orange bleeders," it's up to the company and its dealers to capitalize on and invest in that customer base.
While dealers are focusing on increasing P&A sales, they may also want to turn their attention to the service department. The number of KTMs on the road has increased by about 69 percent (up from about 63,000 to about 115,000) while the number dealers hasn't increased, he said. This means there's a big opportunity for potential service dollars out there, he added. "From a business perspective we all know the importance of having enough business to be a profitable brand in your dealership."
With only a slight improvement predicted for the country's economy, he said that the key to this entire approach, he explained, is to build a business model that has a chance of being successful in a absolutely flat market.
"Success in a flat market means absolutely one thing, there will be winners and there will be losers," he said. "This is about winners and losers and our brand is a ready to race brand. We have to be the dealers and the OEM together that takes this thing. We want to be on the top step of the podium."