Village Motorsports of Grand Rapids

3700 Plainfield Ave NE, Grand Rapids, MI
View on Google Maps:Google Maps
Type of Retail Business:
E-Tailer, Franchised (selling new vehicles), Used Vehicle Dealer
Jack Goodale
General Manager: 
Brad Schroeder
Years in Business: 
Gear, Apparel and Helmets: 
Shoei, Arai, HJC, Alpinestars, Fox Racing, Castle, One Industries, Thor, Oakley, Spy, Klim, Icon, Joe Rocket, all OEM brands
FMF, Pro Circuit, ASV, Sunline, DynaJet, Hard Chrome, Vance & Hines, Muzzy, StudBoy, Fram, Acerbis, Renthal, Tag, Burton, Metal Mulisha
Parts and Tools: 
Motion Pro, SPT, Bikemaster, K&L
Helmet House
KK Motorcycle Supply
Parts Unlimited/Drag Specialties
Southern Motorcycle Supply
Tucker Rocky/Bikers Choice
Western Power Sports (WPS)
Average Age: 
Total Facility: 
40,000 sq. ft.
15,000 sq. ft.
PG&A Departments: 
15,000 sq. ft.
Service Dept: 
10,000 sq. ft.
Total Acreage: 

Mission Statement

Village Motorsports' mission statement is "To exceed customer expectations with every interaction."

After 50 successful years of business, Village Motorsports has adapted to the ever-changing powersports industry. This will be our first full year in our new facility. As the old 17,000 sq. ft. facility across the street deteriorates, a new one is born. Many new ideas developed with this new state-of-the-art facility. It has helped VMS become a top-rated dealership in the midwest.

The new store was an old AMF bowling alley for decades. We thought we would keep that theme alive for our new store. We have a fully functional bowling lane to give people something to talk about and do while waiting for service or sales. Staying ahead of the marketplace and adding a Y Generation action sports department is just one of the things we are doing to redefine ourselfs.

Showroom Design and Layout

Beside having a bowling alley in the middle of the showroom, the sales floor has a stage with real instruments for customers to play. We concentrate on branding by manufacturer, by helping the customer see the options they have instead of searching for them. You will also notice the 30 TVs mounted around the showroom to tell the customers specials going on.

Service Department

Realizing the importance of having a great Service Department, we gave the customers and employees what they needed. The department is 10,000 sq. ft. with room for 10 technicians, with two lifts per tech. Efficiency is key to profitability, so we purchased an ultrasonic machine, which benefits everyone. Another feature the department has is the Dynojet Dyno that is built into the ground,and has it's own soundproof room.

The customers have the comfort level of watching their bike getting serviced or tuned, with four glass windows looking over the department. Making the customer feel at home was our focus of the lounge, which has a pool table, arcade game, concession stand and couches with a 60" TV. A patio is a great option on nicer days.

Training and Employee Motivation Practices

Most of our training is done online with Dealership University, and through OEM websites. We like to treat our employees as owners of the company. VMS offers commission to almost everyone at the dealership. Another way we give incentive is giving 10 percent of the net to all department managers. Our motto for the dealership has always been "We ride what we sell," which gives us credibility when selling product. Qualified team members are allowed to take demos for a weekend, to experience the quality of the product and generate interest in the marketplace. Each departmental manager is continually training the staff employees, and we also pay increased commissions based on completed training modules.

Commitment to Customer Service

Customer Service is pretty simple at Village Motorsports. Customers need service. What defines service? "HELP." Informing the staff that the only reason we have food on our table is because of customers! Going beyond their expectations will pay off in the end. I remind exmployees that I am not paying them, the customers are. I achieve this goal very easily; I'm a customer as well! Managing the staff, and training them properly helps this transpire. For the past few years, we have been focusing on word of mouth advertising. The part I like about this is that it's FREE! The only way to get it? Top-level customer service.

Involvement in the Community

Most of our community involvement is based on giving back to the ones who protect and service us, such as local fire, and police department programs. They do a great job to protect our dealership 24/7, so in turn, we try our best to return the favor. From little league baseball to children's foundations to families suffering a severe fatality, we strive to lead a Christian lifestyle and offer any assistance whenever and wherever we can. Also, supporting Michigan's trail system for snowmobile and ORV has also been a great way to contribute to the motorsports society. We have been helping out local school systems to show our appreciation of educating the youth of tomorrow. Community involvement is critical in today's business world, and we are constantly striving to find new, innovative ways to incorportate this into our business practices.