Issue link: https://read.dmtmag.com/i/316641
28 • May 26, 2014 • Powersports Business MOTORCYCLE www.PowersportsBusiness.com www.PowersportsBusiness.com MOTORCYCLE Powersports Business • May 26, 2014 • 29 At the Supercross race in New York, Cycle- Trader.com teamed up with the Motorcycle Mall in New Jersey to host a race team event at the dealership. The autograph signing party report- edly attracted 1,000 consumers to the dealership. "We do that in each race city," Webber said. "It's allowed us to reach audiences that we may not have been reaching through our existing channels. Based on the demographics, it's a great chance to bring CycleTrader to a younger generation of future riders." In addition to old-school marketing tactics, Webber added that the company is now paying nearly 300 percent on paid marketing that bol- sters search engine optimization enhancements. "That balance of SEO and SEM continues to drive our efforts on the digital and mobile marketplace," he said. PSB Bike had more March views than any other 2013 model For the first time, Kelley Blue Book is present- ing to Powersports Business readers exclusively the top 20 motorcycles for the most cur- rent model year of used bikes, based on views on KBB.com. The 2013 Kawasaki Ninja 300 soared above all the other 2013 model year bikes to claim the No. 1 spot on the list. The Ninja 300 received 47 percent more KBB.com web hits for March 2014 than the No. 2 bike, the 2013 Harley- Davidson FLHX Street Glide, which in turn received 81 percent more KBB.com web hits than its nearest competitor. "These top two bikes clearly dominated interest in the 2013 model year," said Lisa Pelissier, senior powersports analyst at Kelley Blue Book. The top 20 list is populated exclusively by three manufacturers (in order of appear- ance): Kawasaki, Harley-Davidson and Honda. The bikes on the list represent a variety of motorcycle types, from sport bikes to cruisers, touring bikes, and even a dual sport bike and a trike. All models on the top 20 most researched list show hefty increases in page views com- pared to February 2014, just a month ago. Interest is up 11-80 percent for the bikes on the list in just one month. "Interest in metric bikes is strong," Pelissier said. T h e t o p 1 0 m o s t researched metric street bike list is dominated by Honda, which holds eight spots. Only two Honda families appear on the top 10 list, including the VTX1300 and the Shadow 750. Seven out of the eight Honda models received fewer page views on KBB.com for March 2014 than in March 2013. Meanwhile, the two Yamahas featured on the list both saw their page views increase. Overall, street bikes earned an average of 1 percent fewer KBB.com web hits for March 2014 than in March 2013, with an average 2 percent drop for the models named on the top 10 list. Pelissier noted that interest in sport bikes has dropped from a year ago. Sport bikes received 3 percent fewer KBB.com web hits for March 2014 than in March 2013; although, the average for the bikes on the top 10 most researched list is closer to a 5 percent drop. No model newer than the 2009 model year appears on the top 10 most researched sport bikes list, and all are in the 600cc class except for the 2009 Kawasaki Ninja 250R. Only the top two models saw an increase in page views for March 2014 com- pared to this time last year. Both touring bikes and dual sport bikes saw an increase in KBB.com web hits for March 2014 compared to March 2013. Touring bikes received 7 percent more interest, while dual sport bikes are up 11 percent. PSB 2013 Ninja 300 lands at No. 1 on KBB.com list cent close rate on those come-back test rides, so even if I have a bike on the showroom floor, and I have to take it off and prep it and run the risk that I'm turning it into a slightly used bike, I need to do that," O'Hagan said. When immediate test ride offers are added with suggestions of future demos, the numbers look even brighter, with 52 percent of dealers offering one or the other, compared to 39 per- cent in 2013. "Pretty much everybody agrees that test rides sell motorcycles. The only bone of con- tention is well, it's kind of difficult to provide test rides, and we could list a dozen reasons why test rides for motorcycle dealers are complicated. Logistically, they're difficult," O'Hagan said. "On the other hand, we see this math that says some dealers who have figured it out. They figure out a way to make it happen, and let's look at how many bikes they sell — well, lo and behold, they sell a whole lot more bikes than the dealers that don't." The improvement in test rides, mixed with increases in other categories, shows that the industry is on an upswing in terms of prospect satisfaction. "The math is just so clear that dealers who follow these very simple behaviors religiously end up selling a whole lot more motorcycles," O'Hagan said. "So when the PSI scores go up, that's telling you that the dealer networks are selling more effectively, and selling more effec- tively means higher sales, so it's great for the industry when the PSI index goes up." PSB Visits to CycleTrader.com making 'dramatic turnaround' touring bikes, and even a dual sport bike and a trike. All models on the top 20 most researched list show hefty increases in page views com- pared to February 2014, just on the list in just one month. "Interest in metric bikes is T h e t o p 1 0 m o s t researched metric street bike list is dominated by Honda, which holds eight spots. Only two Honda families appear on the top 10 list, including the VTX1300 and the Shadow 750. Seven out of the eight Honda models received fewer The 2013 Kawasaki Ninja 300 was the most viewed 2013 model motorcycle on KBB.com in March. Difference from March 2013 (1) Difference from March 2013 (1) Difference from Feb 2014 KBB Suggested Retail Value KBB Suggested Retail Value KBB Suggested Retail Value KBB Trade-In Value KBB Trade-In Value KBB Trade-In Value 1 2006 Honda VTX1300C down 6% $3,540 $5,150 2 2003 Honda Shadow 750 Spirit down 11% $1,865 $2,755 3 2007 Yamaha V-Star 650 Classic up 1% $2,335 $3,430 4 2006 Honda Shadow 750 Aero down 2% $2,375 $3,480 5 2003 Honda Shadow 750 ACE Deluxe down 13% $2,020 $2,975 6 2005 Honda Shadow 750 Aero down 4% $2,210 $3,250 7 2004 Honda VTX1300C down 3% $2,835 $4,130 8 2009 Yamaha FZ6R up 4% $2,855 $4,160 9 2007 Honda VTX1300C up 13% $3,930 $5,710 10 2006 Honda Shadow 750 Spirit down 3% $2,265 $3,325 1 2007 Suzuki GSX-R600 up 10% $3,335 $4,850 2 2007 Honda CBR600RR up 5% $3,725 $5,410 3 2006 Suzuki GSX-R600 down 1% $3,015 $4,390 4 2007 Yamaha YZF-R6 down 14% $3,425 $4,985 5 2009 Kawasaki Ninja 250R down 15% $1,690 $2,510 6 2006 Honda CBR600RR down 13% $3,380 $4,915 7 2006 Yamaha YZF-R6 down 5% $3,085 $4,490 8 2008 Honda CBR600RR down 3% $4,115 $5,975 9 2009 Yamaha YZF-R6 down 4% $4,205 $6,105 10 2005 Yamaha YZF-R6 down 7% $2,880 $4,195 1 2013 Kawasaki Ninja 300 up 14% $2,600 $3,800 2 2013 Harley-Davidson FLHX Street Glide up 38% $15,450 $19,125 3 2013 Harley-Davidson Iron 883 up 44% $5,660 $7,750 4 2013 Kawasaki Ninja 650 up 35% $3,360 $4,885 5 2013 Harley-Davidson FLHTK Electra Glide Ultra Ltd up 33% $17,500 $22,360 6 2013 Kawasaki Ninja ZX-6R up 32% $5,200 $7,525 7 2013 Harley-Davidson FLTRX Road Glide Custom up 33% $15,950 $19,695 8 2013 Honda CBR500R up 49% $3,405 $4,950 9 2013 Harley-Davidson FLHTCU Electra Glide Ultra Clsc up 27% $14,900 $19,435 10 2013 Harley-Davidson FLSTC Heritage Softail Classic up 42% $12,975 $16,160 11 2013 Honda CBR250R up 47% $2,035 $3,005 12 2013 Harley-Davidson FXDB Street Bob up 21% $9,380 $11,830 13 2013 Harley-Davidson FLHR Road King up 44% $12,400 $16,535 14 2013 Harley-Davidson XL1200X Forty-Eight up 39% $7,510 $10,250 15 2013 Harley-Davidson XLC Sportster 1200 Custom up 23% $7,050 $9,625 16 2013 Harley-Davidson FLD 103 Switchback up 80% $11,275 $15,150 17 2013 Harley-Davidson FLS Softail Slim up 49% $11,275 $15,150 18 2013 Harley-Davidson FXDC Dyna Super Gld Cstm up 32% $8,920 $12,125 19 2013 Honda CRF250L Dual Sport up 11% $2,420 $3,545 20 2013 Harley-Davidson FLHTCUTG Tri Glide up 48% $25,200 $30,555 Year Make Model Year Make Model Year Make Model TOP 10 MOST RESEARCHED METRIC STREET BIKES ON KBB.COM: MARCH 2014 TOP 10 MOST RESEARCHED SPORT BIKES ON KBB.COM: MARCH 2014 TOP 20 MOST RESEARCHED 2013 MODEL YEAR MOTORCYCLES ON KBB.COM: MARCH 2014 Source: Kelley Blue Book (1) Compares March 2014 to March 2013 (1) Compares March 2014 to March 2013 Helping With Horsepower kick starts youth program Joel and Jacki Tomkinson, head of the Res- ervation Restoration project, are utilizing the Helping with Horsepower Bike Rebuild Program curriculum to provide students with hands-on repair and customization skills using an Ironhead Sportster donated by Black Hills Harley-Davidson of Rapid City, S.D. Throughout the program the youth will be developing problem-solving skills, self-con- fidence and learning an important life lesson: You can repair and rebuild anything in your life with the right tools and inspiration. "My husband Joel and I are heading up Pastor Mike Brennan's Reservation Restora- tion Project. We work with the youth and train them to restore motorcycles, while teaching them how the Lord restores our lives," Jacki said. Many industry-leading companies recog- nized the value of this project, and provided donations, including Klock Werks Kustom Cycles and Black Hills Harley-Davidson. The Rez Rocket Garage was built specifically for the project with a lot of donated time and materials. The Reservation Restoration project is a part of Youth Evangelism Strategies, Inc. and a larger vision of the restoration of the Lakota Nation, headed up by Pastor Mike "TwoShad- ows" Brennan. "The Helping With Horsepower curriculum and mission fits well with the mission of Youth Evangelism Strategies, Inc. and their efforts to provide restoration as well as valuable life skills to youth in Pine Ridge and the surrounding areas," said Laura Klock, co-founder of Help- ing With Horsepower. "We are excited to help them have a very successful program!" In addition to providing practical expe- rience and life skills, Reservation Resto- ration will benefit from Helping with Horsepower, as the finished motorcycle will be raffled to raise needed funds for Youth Evangelism Strategies, Inc. "Industrial Arts are undervalued and our educational system has systematically elimi- nated shop class," Brennan said. "Where it is not undervalued is in the marketplace, which has seen a greater and greater demand for the skilled craftspeople. Reservation Restoration provides a new option for graduates, as Black Hills Harley will hire a number of the builders who complete the training." PSB Black Hills Harley, Klock Werks lend support The Reservation Restoration project brings life skills to children in Pine Ridge, S.D. Black Hills Harley-Davidson donated an Ironhead Sportster to the Helping with Horsepower Bike Rebuild Program. CycleTrader's race team sponsorship has provided an ideal marketing partnership for the brand. Source: CycleTrader.com P26x29-PSB7-Cycle.indd 29 5/14/14 2:17 PM