PowerSports Business

September 6, 2016

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w w w . p o w e r s p o r t s b u s i n e s s . c o m NEWS: Vandiver joins Hisun . . . . . . . . . . . . . . . . . . . PAGE 3 FINANCE: Arctic Cat sees Q1 loss . . . . . . . . . . . . . . . . PAGE 8 CYCLE: Guest Column: Statistically Speaking . . . . PAGE 39 POWER 50: Southern Honda stays engaged . . . . . . . . . PAGE 46 The Veracka family has purchased Har- ley-Davidson of Palm Beach in Florida. The acquisition gives the Veracka family ownership of five of the top 10 perform- ing Harley-Davidson stores in the U.S., according to the new owners. While there are many changes ahead, including the new name, Palm Beach Harley-Davidson, the legacy of offering great bikes and great deal- ership events will remain, the new owners report. "Harley-Davidson of Palm Beach owner Mike Lehman has done a great job for many years building both a community of Harley lovers as well as a great business that we will continue to build into the future for many years to come. Our company was founded by riders, built for riders, and we are INSPIRING SUCCESS THROUGH MARKET INTELLIGENCE Maverick debuts Can-Am Maverick X3 revealed at annual BRP dealer meeting in Orlando, Fla. SEE PAGE 28 HOTNEWS Good Vibes Arctiva unveils its newest Vibe apparel line. SEE PAGE 17 Austrian brand has taken share each year since 2009 BY LIZ KEENER MANAGING EDITOR In just eight years, KTM has seen its U.S. market share more than triple. From 1995-2009, KTM had seen it share grow from 1.5 to 2.1 percent of the motorcycle market. Fast forward to 2016, and that U.S. motorcycle market share number has grown to 6.5 percent midway through 2016. But none of that success came easy. KTM North America staff worked hard to obtain that market share increase, and they're continue to grind in order to push that number higher. READY TO RACE The work to improve market share began in earnest in 2008. When the U.S. market crashed, and KTM was only taking about 1.5 percent of the market share, KTM North America president Jon-Erik Burleson knew a plan needed to be developed to increase that share and, therefore, sales for the brand. After KTM North America moved to its cur- rent Murrieta, California, headquarters, Burle- son and others at the company mapped out the first Ready to Race plan. "Ready to Race" has been the company's public motto since then, but it's also the behind-the-scenes strategic plan for increasing share. "Since that time, when we really focused on our plan for success — it starts with the brand — that's when we started to see the uptick in our market share results," Burleson told Powersports Business during a recent visit to KTM North America headquarters. Market share improvements started in 2009, and they continued to grow. As market share has increased, sales have also improved. May represented the 66th month in a row that KTM reported month-over-month sales growth. And the OEM has no plans to slow down, with the aim to double its current market share by 2021. "Our goal is to grow with market share," Burleson explained. "We try and learn from the lessons of racing. One of the things you'll hear a lot is, 'Focus on what you can control.' In racing, if you look at a rut and say, 'Don't go in that rut,' well, probably you're going to end up in that rut, so you have to look forward to where you want to go, as opposed to the negative, which is focusing on where you don't want to go. So we've really tried hard to focus on where we want to go." He added, "What we can control is what we do, how we approach the business. We can control how we approach the industry, how we approach our dealers, and that focus tells us that PSB: FOCUS SNOW SEE PAGE 16 KTM: Ready to Race toward market share growth See KTM, Page 6 See Hot News, Page 3 September 6, 2016 • Volume 9, Number 12 • $3.99 KTM North America president Jon-Erik Burleson talks to dealers at the KTM dealer meeting in June in Montreal. Veracka family adds 6th dealership to group Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave Yamaha rides fresh wave READ THE STORY ON PAGE 12. 50 years of snow PSB sister publication, Snow Goer, celebrates 50 years of snowmobiling and its history. SEE PAGE 26 KTM: Ready to Race toward market share growth 50 years

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