'New day' dawning for Biker's Choice

Publish Date: 
Jan 2, 2012

For the past year, the new leaders of Biker’s Choice have been aggressively revamping Tucker Rocky’s V-twin division with not only edgier advertising, but logistical tweaks to increase fill rates. Dealers will get a firsthand look at the changes next month at the American V-Twin Dealer Show, where the distributor will serve as an anchor tenant.

“Perfect timing” is how Hank Desjardins describes the new show within a show, which allows Biker’s Choice to have its own 30’x50’ booth far removed from Tucker’s usual area. Desjardins became Tucker Rocky’s VP of marketing this past summer after working 21 years for Cycle Gear, the powersports industry’s largest retail chain.

Charlie Hadayia Jr. has been director of business development for Biker’s Choice since late 2010. An industry veteran of 22 years, he spent the previous 12 years working for S&S Cycle. He’s been busy recruiting new Biker’s Choice reps (there’s now 15) and making the aforementioned changes to the distributor founded in 1971 and bought by Tucker Rocky in 1992.

“It’s a long-term process, but it’s a new day for Biker’s Choice,” Desjardins says. “You’re going to see a completely different tone and feel.”

Among the brands that will be on display at Indy: Drop-Tail Trailers, Freedom Performance and Skid Lids. Twin Power will be launching new battery and oil lines. Rush Racing has expanded its portfolio to include motorcycle seats. Kuryakyn has added 300 parts to the distributor’s catalog. Also on display will be Xtreme wheels. Biker’s Choice began stocking them after Performance Machine bought Xtreme Machine last summer. “And extreme they are,” Desjardins says. “There are some wild designs. Their mellowest design is pretty off the hook.”

Select apparel items will be on hand from River Road, Firstgear and Speed and Strength. Dealers also will get a look at the latest merchandising fixtures and even a couple of custom motorcycles.

Desjardins’ boss, Tucker Rocky president Steve Johnson, calls the V-twin market a “growth part of our industry,” adding, “We’re looking forward to it being a bigger part of our business.”

This story originally appeared in the Dealernews January 2012 issue.