Powersports dealers shift gears as new riders enter market

Powersports dealers are placing greater emphasis on customer service as a new wave of riders enters the market, reshaping how units are sold, financed and supported. First-time buyers and returning former customers make up a growing share of showroom traffic, Jay Le , general manager at Lemon Grove, Calif.-based powersports dealer Onyx Moto , told Auto Finance News . These customers, he said, often require more education and hands-on support than traditional buyers. “They need a little bit of extra care, coaching and mentorship,” he said. “A lot of it's all new to them, so spending the extra time to really explain the things that might be super-obvious to you as a long-time rider, it's key to making a happy customer.” The shift is reflected in broader market data, with sales in the sport bike category up 13% year over year in 2025, Buckner Nesheim , director of research and statistics for the Motorcycle Industry Council (MIC), said in a video accompanying its 2025 yearend sales report released on Feb. 4. Meanwhile, U.S. motorcycle and scooter sales fell 7.6% YoY in 2025, while ATV sales declined 3.5% YoY, according to MIC data. “Customers are moving toward smaller, affordable, versatile and performance-focused models, while sales in traditional large-displacement, on-highway segments like touring and cruisers continue to decline,” Nesheim said. New riders support industry health New riders are also key to industry growth and health, two aspects vital to commercial success, Steve Bontempo , president of powersports gear providers Revzilla and J&P Cycles , as well as chief marketing officer at powersports aftermarket parts supplier Comoto , said during a Feb. 19 MIC webinar. “From the commercial side, if the industry is not growing, then it's a market share game, and it's a lot less fun to compete in a market share game in an industry that is flat or not growing,” he said. “If the industry is also healthy, we get a bigger share of wallet, because people are coming to us again.” If the share of customer wallet that goes to powersports purchases becomes an issue, powersports dealers face competition for disposable income with other industries and priorities, Bontempo added. Changing buyer expectations Powersports customer expectations also continue to shift as the buying journey becomes more digital and research-driven, Jacob Berry , co-founder and vice president of online powersports marketplace Motohunt , said during an April 2 National Powersports Dealer Association webinar. “We're all online customers at this point, but understanding the motorcycle purchase through that buyer's eyes, we need to take a step back and understand them a little bit more,” he said. “They're not a stranger to the product; they're more of a stranger to you, the dealer selling it.” As a result of the shift, 54.1% of buyers browse online for units outside normal business hours, according to powersports and equipment dealer website developer Dealer Spike ’s 2026 State of the Dealer report, published April 3. The report looked at data from the company’s more than 6,800 users. The change comes as dealers using online and digital retailing tools generate 47.9% more high-quality leads. Dealer Spike did not publish a version of the report last year. Additionally, new riders are driving a shift in powersports marketing and sales, Andre Albert , director of market expansion and events for MIC, said during the Feb. 19 MIC webinar. “It's not so much about the machine as it is about the experiences in the community that the machine allows you to access,” he said. “Traditionally, marketing in our industry has been very product-centric, and a shift is coming where we're getting more about the community.” Auto Finance News will present multiple invaluable events for industry professionals in 2026, starting with Auto Finance Summit East and Auto Finance Capital Summit in May. To see event agendas and register, visit autofinance.live .

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Powersports dealers shift gears as new riders enter market

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