Issue link: https://read.dmtmag.com/i/288267
26 • April 8, 2014 • Powersports Business MOTORCYCLE www.PowersportsBusiness.com www.PowersportsBusiness.com MOTORCYCLE Powersports Business • April 8, 2014 • 27 EDITOR'S NOTE: Gart Sutton is in the midst of a continual series of rides with his 20-group clientele, the results of which you can read on gartrides.com. After talking with Gart and several of his dealer clients at the inaugural AIMExpo in Orlando, we wanted to learn more. Here's a closer look at Gart and his renewed rid- ing and writing interests, as told to Powersports Business editor in chief Dave McMahon. PSB: When did you first create gartrides.com and how many readers are checking it out? GS: I bought a new motorcycle last February [2013] for my birthday and started the blog in April. Today there are over 4,000 friends and family on it. At the rate it is going, I suspect there will be over 10,000 by the end of 2014. PSB: Why did you create the blog? GS: Anyone who knows me knows that I can be a passionate evangelist. I was a boater for many years and was just as passionate about boating as I am today about riding. Every ride is special and deserves to be relished. My blog maximizes the experience and solidifies the memories. PSB: So, what is motivating you to share your riding experiences? GS: The best way to explain my motivation is to tell you about my "blog mission statement." My mission is to savor, share and inspire. Recently, I ran into Jim Hurkman, the dealer from North County Yamaha, at the annual International Motorcycle Show in Long Beach. He asked what happened to me that I became such a zealot about riding. I explained that I'm just like many Americans today. I'll explain what I mean by this. There was a speaker at the MIC Symposium in October who talked about the change in American culture. Before the Great Recession, we were a MORE/MORE society. During the Great Recession we became LESS/LESS. Now that we are emerging, we have a LESS/MORE attitude. Americans (and Gart Sutton) are looking for new experiences, new skills, new destinations and new "buckets." We want less clutter/confusion and more meaning- ful events in our lives. PSB: How does this change in American cul- ture affect the powersports industry overall? GS: The effect of the LESS/MORE culture can prove to be very positive for the powersports industry. However, it requires us to finesse how we sell our products. During the sales probe, our staff needs to inquire how the customer is specifically going to use our product. The goal is to have them identify their dream "buckets" and feed it. For example, if a customer is inter- ested in a touring bike, ask where they intend to travel and what would be the ultimate trip. A dealership staff's support of the customer's dream will build a greater sense of urgency: "Why wait, Mr./Ms. Customer? Let's get the gear and accessories now, so you can achieve your dream sooner than later." PSB: What has been the favorite ride for your followers? GS: The Mulholland Drive ride was popular because it symbolizes the California celebrity scene. I guess the Jack Daniel's Tour was popular because many of the East Coasters have taken the distillery tour. Or, maybe there are a lot of viewers who drink Jack Daniel's? The California- to-Colorado ride got lots of attention due to the "biblical" rain I rode through. Incidentally, the Q4 2012 to Q4 2013. "Also appearing on the cruiser and touring bike top 10 list are the 2011 and 2013 Harley- Davidson FLHX Street Glide models, demon- strating that newer bikes are becoming more common on the used market," Pelissier said. As in Q3 2013, all of the top 10 most viewed pre-owned cruiser and touring bikes are Har- ley-Davidsons. All but one are touring bikes, with a single sportster holding on to the ninth spot on the list. "Demonstrating unfailing consistency, the sport bike top 10 is dominated by 600cc motor- cycles, with the 2009 Kawasaki Ninja 250R being the exception," she said. "The Ninja 250R also is the newest bike on the list." KBB.com web hits for sport bikes were up between 26 percent and 44 percent in Q4 2013, compared to Q4 2012. Larger-displacement dirt bikes are showing an increase in KBB.com hits with an increase of 26-73 percent from Q4 2012 to Q4 2013, whereas smaller-displacement motorcycles grew 10-48 percent. The dirt bike top 10 list is exclusively composed of motocross bikes and dual sport bikes, heavily favoring the motocross bikes in the smaller displacement category. The only scooters to fall in KBB.com web hits from one year ago were the two Suzuki Burgman 400s. A newcomer to the list, the 2013 Honda PCX150 was the most-researched scooter for Q4 2013 and is the only 2013 model among the top 10 scooters and mopeds. Only three of the scooters in the top 10 are larger dis- placement, suggesting that customers are more interested in smaller-displacement vehicles. "Only six of the top 10 scooters for Q4 2013 were on the list in Q3 2013, demonstrating volatility among the top 10 rarely seen in any of the other categories," Pelissier said. PSB The 2012 Harley-Davidson FLHX Street Glide saw a 103 percent increase in hits on KBB.com in Q4 2013, compared to Q4 2012. Change from Q4 2012 KBB Suggested Retail Value KBB Trade-In Value 1 2007 Honda CRF250R up 29% $1,845 $2,730 2 2009 Kawasaki KLX250S up 48% $2,045 $3,015 3 2006 Honda CRF250R up 13% $1,635 $2,435 4 2013 Honda CRF250L N/A $2,420 $3,545 5 2005 Honda CRF250R up 20% $1,455 $2,175 6 2008 Honda CRF250R up 31% $2,080 $3,065 7 2009 Kawasaki KX250F up 35% $2,025 $2,990 8 2008 Yamaha YZ250F up 13% $1,910 $2,820 9 2007 Yamaha YZ250F up 10% $1,690 $2,510 10 2004 Honda CRF250R up 17% $1,300 $1,970 Year Make Model MOST RESEARCHED DIRT BIKES UNDER 400CC Change from Q4 2012 KBB Suggested Retail Value KBB Trade-In Value 1 2013 Honda PCX150 N/A $1,710 $2,540 2 2009 Yamaha Zuma 125 up 44% $1,210 $1,840 3 2009 Honda NPS50 Ruckus up 37% $920 $1,435 4 2008 Suzuki Burgman 400 down 5% $2,200 $3,235 5 2005 Yamaha Zuma 50 up 19% $660 $1,080 6 2010 Honda NHX110 Elite up 20% $1,085 $1,665 7 2007 Suzuki Burgman 400 down 28% $2,020 $2,975 8 2009 Yamaha XP500 TMAX up 73% $3,040 $4,425 9 2007 Vespa LX 150 up 32% $1,620 $2,410 10 2011 Honda PCX125 up 52% $1,435 $2,150 Year Make Model MOST RESEARCHED SCOOTERS & MOPEDS TOP 10 MOST RESEARCHED MOTORCYCLE/POWERSPORTS VEHICLES ON KBB.COM: Q4 2013 Source: Kelley Blue Book KBB CONTINUED FROM PAGE 25 To savor, share and inspire on the road P24x28-PSB5-Cycle.indd 26 3/27/14 11:25 AM