Fox Powersports says they have acquired landmark dealership Peacock Limited from Jim Faiella. This acquisition adds Polaris and KTM to the family of Fox brands – increasing their powersports portfolio to 24 of the industry’s most highly regarded lines. A mainstay in Lake County since 1973, Peacock Limited, will now operate as Fox Powersports Peacock. The dealership is adjacent to the Manistee National Forest in the heart of the Lake County Trail system. The location offers a unique off-roading experience for enthusiasts, which Fox Powersports plans to celebrate with a Grand Opening at a later date.
The shop was first opened in 1973 as a grocery store. The original owners (the Panetta, Haas and Fox-Blanche Families) added Husqvarna and then Honda in 1980. After adding Honda, the Panetta family sold to Jim Faiella. The location has since then had five expansions while under Jim’s ownership. “This was a tough decision for me and my family,” said Faiella “I have been with Peacock for over 40 years and have enjoyed it all. This industry is what you make of it and our top priority has always been taking care of the people and community. It was important to me to find a team that lives out the same passion and I know that the Fox team will do just that.” “I want to thank the customers, community, and employees for this crazy journey. Sandy and I have been privileged to be a part of your world since 1980 – this is not good bye but Bon Voyage.”
“Our vision is ‘Connecting people with their passion.’ We are excited to do this by expanding our presence in Northern Michigan and in particular, by adding the popular Polaris and KTM brands. Both of these brands have been on our radar for quite some time as they are highly regarded in the industry and will allow us to offer our customers the opportunity for many adventures,” said Daniel G. DeVos, Fox Powersports Chairman & CEO. “We want to thank Jim (Faiella) and his team at Peacock. They have built a culture that mirrors our own of putting people first. We are pleased that Jim has entrusted us with the business and his hardworking team. This has been a remarkable experience and I wish Jim and Sandy a happy retirement.”
Fox Powersports Peacock will join the Powersports Division overseen by Regional General Manager, Tim Crawford. The Powersports Division includes the following locations:
Fox Powersports (720 44th Street SW, Wyoming, MI 49509)
Grand Rapids Harley-Davidson (2977 Corporate Grove Drive, Hudsonville, MI 49426)
Fox Powersports Peacock’s day-to-day operations will be managed by Assistant General Manager, Dave Gardenour. Dave has been a key team member of the Peacock family for many years and brings a wealth of knowledge and passion to his new role.
Fox Powersports hired all Peacock Limited employees, bringing the total number of employees in the Fox family to 2,175. This acquisition brings the Fox Powersports & Fox Motors portfolio to 45 locations in Michigan and Illinois, representing 49 powersports and automotive brands. The dealership will now operate as Fox Powersports Peacock, located at 276 M-37, Baldwin, MI 49304.