Chaparral Motorsports

555 South H Street, San Bernardino, CA
View on Google Maps:Google Maps
Type of Retail Business:
E-Tailer, Franchised (selling new vehicles)
David Damron
General Manager: 
Rajan Saluja, Dale Enright
Years in Business: 
Gear, Apparel and Helmets: 
Fox Racing, Alpinestars, Thor, Leatt, Oakley, SIDI, Troy Lee Designs, Shoei, HJC, Icon
National Cycle, Dunlop, Bridgestone, Kuryakyn, Nelson Rigg, Maxxis, Kenda, Acerbis
Parts and Tools: 
OEM Parts, Bikemaster, Motion Pro
Helmet House
Parts Unlimited/Drag Specialties
Southern Motorcycle Supply
Tucker Rocky/Bikers Choice
Western Power Sports (WPS)
Average Age: 
Total Facility: 
186,000 sq. ft.
45,000 sq. ft.
PG&A Departments: 
141,000 sq. ft.
Service Dept: 
15,000 sq. ft.
Total Acreage: 
186,000 sq. ft.

Mission Statement

Chaparral Motorsports strives to provide high-quality, brand-name motorcycle parts and accessories at fair, reasonable prices.

Chaparral Motorsports strives to exceed needs and demands of the off-road/on-road enthusiast by stocking over 50,000 motorcycle parts and accessories.

Chaparral Motorsports strives to provide fast and efficient fulfillment of customer orders.

Chaparral Motorsports strives to find and introduce new innovative products that improve our customers' motorcycle experience.

Chaparral Motorsports strives to offer a full range of products for all segments of motorcycle and ATV riding.

Showroom Design and Layout

Our showroom is 186,000 sq. ft. in total. Roughly 45,000 sq. ft. are dedicated to vehicle sales, while the remaining sections feature parts and accessories. Chaparral has recent updated its parts and accessories to include an adventure-touring department in recognition of the growing segment. Our PG&A showroom is divided into several departments and the sales associates in the department specialize in the products sold in each department. The departments include: off-road, MX gear, adventure-touring, goggles, protection/footwear, helmets, casual wear, street apparel, street parts, accessories, OEM parts, tires/wheels/oils.

Service Department

Our 15,000 sq. ft. service department features trained factory technicians and vehicle service advisers to help our customers resolve any warranty or service issues that they encounter with their vehicles.

Training and Employee Motivation Practices

Each sales team has a sales manager that conducts weekly meetings with the sales team. In addition to management training, we utilize customer service webinar training for employees that covers customer service, phone etiquette, sales training, product information training provided by vendors, and product video training that we produce in-house.

Commitment to Customer Service

Good customer service should be a key part of your business strategy. Stressing that our employees listen to customers, dealing with issues as they arise, and working to prevent issues from happening are the simplest ways to ensure quality customer service every time. Chaparral has instituted several initiatives to provide superior customer service. Each sales associate has access to a company portal and can report customer issues, lost sales, and inventory discrepancies that allow the company to resolve potential problem areas before the problem arises.

Every in-store receipt has a URL printed that allows the customer to visit the website address and answer a survey on his/her experience. In exchange for answering the survey, the customer is sent a discount coupon for future use. These surveys are sent to our management team for review, and the customers can resolve issues quickly. It also gives great insight on how our team is performing. We also use Bizrate Reviews online to essential perform the same task of gather customer service data on how the website and our team are performing. It is a great tool to access how we are doing in meeting the customers' needs.

Involvement in the Community

By helping to improve the quality of life for those around us, we believe that our own lives will be enriched in the process. This year, Chaparral Motorsports held a bone marrow registry drive, and donation for the Be The Match Foundation.