DEALER NEWS:
Sonic Boom Set For Sturgis Dealerships
DEADWOOD DROPS…
Harley Stock Rises
VALE
Godspeed Roger Marshall
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News
From a Senna Edition Sea-Doo, 5th Anniversary updates to the Switch pontoon platform and an all-new Spark X, Club BRP in Orlando this week saw Can-Am cast a wider net in its marine, off-road, motorcycle and 3-Wheel vehicle markets.
Club BRP saw the launch of a partnership between Sea-Doo and Senna Brand with the debut of the RXP-X Senna 350 flagship model.
With 50+ active storefronts spread across the nation, RideNow is a good litmus for the state of dealership health.
Axtion Factory is ready to get young rippers racing back to school in style with the launch of its youth apparel brand to powersports retailers nationwide.
Heads up! Chris Martinez has been promoted to managing director for ScorpionEXO.
Shifting Gears
New OEM Tewa Moto Inc. adds an old hand as powersports industry veteran Colin Preiser becomes Brand Director for North America.
“After nearly 9 incredible years with Fox Racing, today marks the end of an unforgettable chapter in my career,” says veteran road warrior Ryan Osborne.
“Thank you Segway Powersports US, for the opportunity to join the team,” said an elated Kellen Kerbs.
U.S. Secretary of Transportation Sean Duffy has appointed Andria Yu, VP of Communications for the Motorcycle Industry Council and Motorcycle Safety Foundation, to the U.S. Department of Transportation’s Motorcyclist Advisory Council (MAC).
A seasoned pro Todd Hinrichs has made the rounds from Kuryakyn, Tucker Powersports, Baker Drivetrain — he even worked at a big Bobcat Dealership — but the last time Dealernews spoke to Todd was at AIMExpo about All Balls Racing Group.
The Milwaukee Business Journal and other media sources reported LiveWire was in danger of being de-listed by the New York Stock Exchange after the EV bike builder received a warning from the NYSE on July 23, 2026. However LiveWire Investor Relations issued a statement that the group “regains compliance with NYSE Continued Listing Standards” as of August 11th. “LiveWire Group, Inc. ("LiveWire" or the "Company")(NYSE: LVWR), announced that on August 3, 2026, the New York Stock Exchange ("NYSE") notified the Company that, based on the average closing share price of the Company's common stock for the 30-trading-day period ended July 31, 2026, the Company had regained compliance with the NYSE's minimum share price requirement.” Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/livewire-exchange/
#DEALER NEWS: ROLL OUT THE BARREL! As one of the nation’s largest dealerships, Four Rivers Harley-Davidson in Paducah, Kentucky, is set to become Towers' Bourbon Barrel Harley-Davidson following Eddy Soberon and Eric Sternberg sale to Steven Towers. The dealership is a hot commodity having earned 15 Bar & Shield Awards from The Motor Company in recognition of its outstanding commitment to its customers, employees and the Harley-Davidson brand. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/dealer-news-roll-out-the-barrel/
WHAT’S NEXT? DealerConnect Adds FTC Session “The decisions you make today will shape how prepared your dealership is for 2027,” says National Powersports Dealer Association show runner Tigra Tsujikawa. “DealerConnect brings together leading industry professionals and subject-matter experts to help Dealers understand what is changing, what it means for their businesses and what they can do next.” Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/whats-next/
MIC + MIJ Better together: The Motorcycle Industry Council has acquired Motorcycle Industry Jobs, bringing the long-standing powersports employment platform under the MIC umbrella and creating new opportunities to strengthen the industry's workforce. "One of MIC's pillars is to support the expansion of the powersports market, and MIJ gives us a tremendous opportunity to do just that by connecting employers with the people they need and helping more people discover the many career opportunities in powersports," notes Christy LaCurelle, MIC President and CEO. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/mic-mij/
In Case You Missed It
Welcome to Marne, Iowa. Population 110! In motorcycling’s version of Field of Dreams, Royal Enfield announced our friends from Baxter Cycle were the first flagship dealer for the brand in North America.
Speaking of Royal Enfield flashbacks, it seems like just yesterday our friend Bree Poland was explaining here crazy concept for Royal Enfield’s Build.Train.Race. Then COVID came and she doubled up on the BTR Flat Track program, for women, added Slide School to the mix and added BTR roadracing to the mix.
The latest bikes from four OEMs will be juxtaposed with some of the oldest motorcycles in the USA during AMA Vintage Motorcycle Days next week.
As the presenting partner supporting FMF Racing, Wiseco and ProTaper at AMA Vintage Motorcycle Days July 24–26, 2026, Turn 14 will also be “personally” invested at Mid-Ohio Sports Car Course in Lexington, Ohio.
Meet Carson Young! Carson is the new General Manager of Rahal Ducati Indianapolis.
