Issue link: https://read.dmtmag.com/i/698493
ATV/UTV Longtime DSM and powersports veteran Mike Hancock takes the helm BY DAVE McMAHON EDITOR IN CHIEF Mike Hancock didn't take long to get hooked on powersports. In fact, he chalks up his passion to the first dirt bike he received as a 3-year-old. "It was game over at that point," the 21-year industry veteran said. "I was predestined for the industry." Last month, Spartanburg, South Carolina- based KYMCO USA announced that Hancock had been selected as its new national sales manager, a position that had been vacant in recent years. Hancock earned the nod after having dis- tinguished himself at every level of the power- sports industry, from pre-delivery inspector, certified service technician, service manager, and sales and general manager at the dealership level. For the past 10 years, Hancock has been a district sales manager for KYMCO, handling as many as 98 dealers throughout Tennessee, Kentucky, Virginia and North Carolina. There's no doubt he's in familiar terri- tory with the new position. He accepted his first job with KYMCO USA on the eve of the company's 2006 launch of its mass dealer devel- opment and brand awareness program. Before joining the KYMCO team, he worked for 11 years at Jim Bennett Yacht Sales in Iuka, Mississippi, a dealership spe- cializing in yachts, sport boats, personal watercraft and pow- ersports. As national sales manager, he is committed to the cur- rent dealer network's develop- ment as well as expanding the dealer and retail customer base through the "KYMCO Cares" mantra first articulated by CEO Victor Tsai. Hancock and the rest of the KYMCO USA man- agement team plan to visit all of their dealers in the coming months to show their commit- ment to the U.S. market. "The message is that we're not just another OEM pushing product down your throat," Hancock said. "Ultimately, we want our dealers to be success- ful, by profiting from each sale and growing each year with our brand. "We launched in the U.S. at a time when so many other brands were trying to break into the market, which diluted us and made our efforts much more laborious," Hancock explained. "Through the tough times of the industry we have stayed the course. Our message is pretty clear: We are a rock solid brand delivering quality products and service through a quality dealer network, and we're here to stay." Hancock established strong dealer relation- ships that led to impressive growth in all three KYMCO segments — ATVs, side-by-sides and scooters. "In establishing those relationships that I had, I was getting a better understanding of their markets," Hancock said. "But one thing I always tell dealers is that I can study your mar- ket all day long, but no one will ever know your market better than you do." In some markets in his four-state terri- tory, Hancock helped KYMCO ATVs control upwards of 40-50 percent of the market. He'll remain based out of Nashville. "The features and benefits of KYMCO vehi- cles are huge with the dealers," he said. "We're not basically building a frame and moving suspension components. We're actually devel- oping functionality within our products, pro- viding longevity and quality." Hancock began his new position in Febru- ary and is eager to be able to showcase to deal- ers the results of a heavy focus on R&D over the past few years. Dealers also are capital- izing on a dramatic price structuring change that has lowered both the dealer invoice price and the MSRP. PSB KYMCO names new national sales manager 44 • July 11, 2016 • Powersports Business www.PowersportsBusiness.com Mike Hancock, who has spent the past 10 years as a KYMCO USA district sales manager, has been named national sales manager of the Spartan- burg, South Carolina, company. YOU'RE HIRED Here's what they're saying on Facebook.com/PSBMagazine about the Mike Hancock promotion: You leveled up, congratulations. Congratulations... So proud of you... Hats off to you and yours! Congratulations, you deserve it. Proud of you. Learn about industry news first at Facebook.com/PSBMagazine. KYMCO is giving away an MXU 450i 4x4 ATV as part of its summer-long promotion with AMA Pro Racing and the brand's renewed status as Official Scooter and Side-by-Side of the AMA Pro Flat Track Series.