For Yamaha's new P&A distribution arm, Dealer Expo was something of a coming-out party. Launched at the OEM's dealer meeting last year, Yamaha's new biz already carries product from more than 20 vendors. Yamaha dealers were invited to visit the Yamaha VIP Dealer Lounge to peruse the offerings, have a snack, browse the Web or catch a screening of the Daytona 500. Dealers could also take advantage of show-specific ordering programs.
"At the largest aftermarket show in North America, we would be remiss to not show that we're a big aftermarket distributor — not just of Yamaha parts, but of other manufacturers," said Maurice "Mo" Murray, general manager of Yamaha's P&A business. The OEM also was courting new aftermarket vendors.
Yamaha unveiled its Parts & Accessories Quarterly, a publication highlighting the latest accessories and apparel, and featuring quarterly specials and sales tips for Yamaha dealers. Many vendors supply the OEM with exclusive parts, including the blue T2 handlebars from Tag Metals that are used by James Stewart. There also exclusive parts from Graves Motorsports, Harris Performance, ITP wheels and tires for ATVs, Talon billet hubs and the Excel A60 wheel.
Yamaha's P&A plan was born after the company realized that it had the warehousing, sales force and dealer network to support a small distribution business. Murray stressed that the company only stocks parts that have Yamaha applications or universal fitment, and that it's being selective about which products it picks up.
— Dennis Johnson