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  • Dealernews
  • Feb 03, 2023


Mark Svir hands off the key of 4 Season’s Motorsports to GO AZ CEO Gina Marra. Photo credit: Tom Burns


GO AZ Motorcycles, an Arizona-based powersports group founded in 2008, has added 4 Seasons Motorsports in Payson, Arizona, to its family of dealerships. As the seventh dealership for the group owned by Bob Parsons of GoDaddy fame and led by Chief Executive Officer Gina Marra, it joins GO AZ Motorcycles’ locations in Scottsdale, Peoria, Cottonwood, Flagstaff and Prescott Valley along with Harley-Davidson of Scottsdale — the world’s largest Harley-Davidson dealership.

“I am very excited to add this crowning piece to the GO AZ Motorcycles family of dealerships,” says Marra. “Strategically, this acquisition finalizes my plan for securing key OEM partnerships across northern Arizona.” The purchase of 4 Seasons Motorsports from proprietor Mark Svir adds Polaris and Can-Am UTVs as well as Yamaha motorcycles and Kioti Tractors to the GO AZ product portfolio. 

“We’re always enthusiastic about bringing a new dealership into the family. Four Seasons Motorsports was a logical step in our growth as a powersports group and we’re anxious to introduce the riding community in another part of the state to the GO AZ Motorcycles’ experience.”

Parsons and Marra have been focused on expansion in Arizona, a market which provides for consistent sales largely unaffected by seasonality. Since opening GO AZ Motorcycles in Scottsdale in 2008 and spending the first few years consolidating OEMs under that dealership’s moniker, the duo added Harley-Davidson of Scottsdale (2011), GO AZ Motorcycles in Peoria (2015), GO AZ Motorcycles in Cottonwood, GO AZ Motorcycles in Flagstaff (2019) and GO AZ Motorcycles in Prescott Valley (2021).

“We have every reason to believe that the Payson acquisition will follow in the footsteps of Cottonwood, Flagstaff and Prescott Valley,” explained Marra. “We’ve had a great reception each time we’ve entered a new market and always seen success in optimizing sales and performance.”


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