Champion Motorsports

Dealer Website:
2801 W 2nd St., Roswell, NM
View on Google Maps:Google Maps
Type of Retail Business:
Franchised (selling new vehicles)
Jimmy and Crystal Allison
General Manager: 
Alyse Allison-Dowson
Years in Business: 
Gear, Apparel and Helmets: 
River Road, Speed & Strength, Metal Mulisha, Fox, Rock Star, Fulmer, MSR, Thor, Arai, Scorpion, Skid Lid, Answer
Harley, Honda, Kawasaki, Suzuki, Yamaha, Kuryakyn, Quadboss, Moose, Rush, Vance & Hines, Screamin Eagle, Drag Specialties
Parts and Tools: 
Harley, Honda, Kawasaki, Yamaha, Suzuki, Bikemaster, K&L, Motion Pro, CruzTools
Custom Chrome
Helmet House
Parts Unlimited/Drag Specialties
Tucker Rocky/Bikers Choice
Western Power Sports (WPS)
Average Age: 
Total Facility: 
26,000 sq. ft.
8,700 sq. ft.
PG&A Departments: 
9,300 sq. ft.
Service Dept: 
8,000 sq. ft.

Mission Statement

To provide "Out of this World" customer service.

We will provide our customers a fun environment to be in; a staff that is passionate and dedicated to our customers, the products we sell and our jobs; a place where the customer is priority by making sure they are happy with the services they receive in our dealership; a business that cares about the community we live in and a professional and organized staff and enviroment.

Showroom Design and Layout

Champion Motorsports is unique in that we carry Harley-Davidson, Honda, Kawasaki, Eton, Suzuki and Yamaha. Since we carry both Harley-Davidson and all the major Japanese brands, our showroom is divided by a wall. When you enter Champion Motorsports, you first arrive in our foyer where a collection of used inventory is displayed and a bulletin board with all of the upcoming events. From here, you can go right and enter the Harley-Davidson side of the showroom or you can go left and enter the import side of the dealership.

The Harley-Davidson side of the showroom has a rounded window area where we display motorcycles and have a Oil can table for customers to sit at. All the other Harley-Davidson motorcycles are displayed in the front of the store with the accessories and MotorClothes displayed behind them.

Roswell's claim to fame is the 1947 UFO crash. A 1947 Ford pickup with military personnel and alien are displayed in our MotorClothes department and is available for cameo photos with all our customers. The bed of the truck has been converted to display merchandise for sale.

The import side of the store displays a large array of motorcycles and ATVs and sometimes a UTV or two when space allows. You will see a mezzanine where 10 vintage motorcycles are displayed. The vintage motorcycle display rotates twice a year and there is always something interesting to see. There are tables and chairs throughout the showroom of the salespeople to sit down customers and work their deals. The tables are spread out in order to provide privacy to the customers.

The sales manager's office is located in the middle of both sides of the showroom allowing for a great view of the showroom to see customers and staff. The status board is located in the office and can be seen from the showroom floor. Down the half wall that separates the two showroom floors there are two phone stations for the salespeople to make outgoing and take incoming phone calls. Directly behind that is a work station with computers for logging customers, taking training and having access to our webpage for printing brochures and responding to online leads.

Service Department

The service department has a counter with two workstations for taking in customers' units. The area is open and has two benches and glass doors and a window for customers who are waiting. There are two slatted walls for displaying merchandise to customers such as "Free installation of these items with any service." The displays are rotated every couple of months. We have a tech library where all the service manuals and training materials are kept. There is also a computer with an internet connection for research and training. The service department has five bays with two benches per bay. There is a tool room which houses all the special tools and a moveable cart houses the digital tech for the Harley-Davidsons. The service department also has a wash bay for cleaning all the motorcycles we work on.

Training and Employee Motivation Practices

Our training and incentive philosophy is to provide extensive and continual training for all employees with incentives to provide "Out-of-this-world service." Our training consists of phone training for all staff when they are first hired, regardless of whether they will be answering phone calls. We also record phone calls to monitor performance of phone calls taken and provide refresher training when needed. We provide copies of Departmental Procedure Manuals to new staff so they can familiarize themselves with the rules of the road and how to use our dealer management system.

We also provide training from all of our manufacturers and Dealership University. Employees are not limited to just training for their specific job but are encouraged to complete training in other areas. We also provide cross-training during the winter months. Salespeople go to service and parts for a week and so on. It has really allowed our staff to truly understand what their co-workers tasks are and experience each day. They have become more understanding of why things are done a certain way and obstacles that occur. They have even come up with ways to make things work better. We participate in the Harley-Davidson mystery shop program. We use these mystery shoppers as a training tool in department meetings. We talk about what was done well and anything we can improve on. We also use CSI reports this way. Any employee who receives a 90 percent to 100 percent mystery shop score receives a Above and Beyond reward for a soda and snack of their choice. We have department and store meetings each Friday to go over what is happening in the coming week and any training or kudos we have. We have a Above and Beyond recognition where any employee can recognize a fellow co-worker for catching them providing "Out of this world service."

This year we began the 5 stars experience with Powersports Marketing to obtain reviews about their experiences at Champion Motorsports. The department that receives the most positive reviews in the month receive free lunch and the employee who receives the most positive reviews gets a $50 spiff. We provide spiffs that change each month as an incentive to the staff. We provide a 401(k) plan that pays employees based on the profitability of the store as a whole not based on their salary. Employees do not have to contribute to the plan to receive money.

Commitment to Customer Service

Our customer service philosophy as stated in our mission statement is to provide "Out of this world service." We achieve this with our extensive and continued training with employees as described above. We offer all of our customers a Rider Reward Card -- we do not charge for our card. This card rewards loyal customers through their store purchases. Customer's earn points that can be redeemed for gift cards. They receive a point for each dollar they spend. There are 5 levels.

Once a level is reached, the points can be redeemed for a gift card or they can continue to accumulate points for a larger gift card. We also use them to promote events by offering double points at special promotions or for items we want to move. We use our CRM to continually reach out to our customers and thank them for their business. Customers who purchase a vehicle will receive a thank you email with a $10 spend as you wish gift card within 24 hours of the sale.

Over the next two years, customers will receive the following emails:

1. Asking for referrals of friends and family who do not reside at the same address. Once the referrals are verified the customer receives a $25 gift card no strings attached. Each person they refer will receive a $20 gift card to use any way they wish in the store. If a referral purchases a vehicle the customer who referred them will receive another $25 gift card.

2. Parts and accessories email goes out 30 days after purchase.

3. Service email goes out at 45 days after purchase with a $10 gift card.

4. Happy 1/2 Birthday with a $10 gift card.

5. Happy Birthday with a $10 gift card.

6. Anniversary with $10 gift card.

7. Two years trade-up email.

Involvement in the Community

Our community involvement philosophy is to be active members of the community by participating in community activities. We do this by hosting events that our customers say are important to them. We support the local Motorcycle Safety Foundation by providing them motorcycles for training purposes. We encourage all new riders to attend this training. This year we held an event that supported Operation Wounded Soldiers. All monies raised go to assist veterans with expenses getting to and from the nearest veterans hospital located 180 miles away. We hosted an event to raise funds for the Humane Society to find homes for some of the animals at the shelter. We support two toy runs each year: One put on by all the riding groups for Roswell and one that benefits the local CASA program, which is a nonprofit organization that specifically deals with children from abused families.