ONE INDUSTRY. ONE PURPOSE. ENDLESS POTENTIAL.
Bob Althoff Addresses The Industry
DEALER NEWS
RideNow Reports, Sonic Accelerates, PBS Dials In Bourbon Barrel Harley
VALE
Godspeed Ray Blank
News By Category
News
After welcoming the powersports world to the world’s largest aftermarket event — The SEMA Show — Harley-Davidson rolls into Las Vegas as a foundational anchor for the new Powersports Pavilion.
Speaking of SEMA, the 2026 SEMA Battle of the Builders competition will debut a new element – a dedicated Motorcycle category, expanding the competition to include some of the finest custom two-wheeled vehicles in America.
Claiming it intends to preserve what makes each brand unique, SuperATV picked up four brands from Nivel’s powersports portfolio, including HighLifter, Snorkel Your ATV, Falcon Ridge and Side By Side Stuff, all of which were previously part of Nivel’s off-road vehicle portfolio.
“It is with heavy hearts that we announce 7 Hills Harley-Davidson is permanently closing,” says the Loomis Family.
Shifting Gears
With 2 Old Guys Racing/Dealernews columnist Bill Little going down, Beta USA has officially signed Shane McElrath to a two-year contract to campaign the Factory Beta RX 450F in the highly competitive 450SX division.
Extra! Extra! Read all about it. Veteran moto journalist joins the Motorcycle Industry Council. With the hiring of Greg Drevenstedt as Media Relations and Communications Specialist, MIC has added nearly two decades of motorcycle industry media experience to its Communications team.
Slingshotting from Polaris to Red Wing boots? “I’m happy to share that I’m starting a new position as Vice President Wholesale & Direct to Consumer at Red Wing Shoe Co.” says Joel Harmon.
American Motorcyclist Association (AMA) is “lawyering up” to better advocate on behalf of riders in the central states. Texas attorney Scott Jones joins the AMA’s Government Relations Department as Central States Representative.
Herohub has added industry hero Josh DeMoe to its leadership team as Director of Performance Groups & Strategic Partnerships.
SEMA KICKS DOWN GRANT TO TREAD LIGHTLY! As part of its SEMA Cares outreach, SEMA Truck & Off-Road Alliance - TORA (TORA) kicked down a grant to the Tread Lightly team. “We'd like to thank the Specialty Equipment Market Association for awarding Tread Lightly! with its SEMA Cares grant in 2026,” says the non-profit association’s Executive Director James Boyd. “This generous support helps advance Tread Lightly!’s mission to protect trails through responsible recreation education and on-the-ground stewardship projects. Together, we’re helping keep our trails healthy, accessible, and enjoyable for generations to come,” adds Boyd. “Thank you, SEMA Cares, for being a champion of our trails and investing in responsible recreation and the future of our public lands!” Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/sema-kicks-down-grant-to-tread-lightly/
AMA & BDR ADVANCE ADVOCACY, EDUCATION & ACCESS “The Backcountry Discovery Routes organization brings over $60 million worth of economic impact to local communities annually by making over 20,000 miles of backcountry tracks available to the riding community,” notes American Motorcyclist Association President and CEO Rob Dingman. “AMA offers a national advocacy infrastructure, government relations expertise, a network of independent clubs and promoters, and broad individual membership.” Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/ama-bdr-advance-advocacy-education-access/
OH CANADA! According to the latest edition of the Motorcycle Industry Council's RideReport, Canadian motorcycles with engine displacements greater than 800cc will be banned beginning September 29, replacing the 50% tariff that has applied to those motorcycles since August 22. "The new import ban is narrowly targeted. Its annex contains only one HTSUS classification, 8711.50.00, covering motorcycles and similar cycles with reciprocating internal-combustion engines over 800cc," states MIC. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/oh-canada-2/
In Case You Missed It
AIMExpo is bringing custom motorcycle culture to the forefront at AIMExpo 2027 with the debut of The Builders Cup Fueled by Drag Specialties.
Dealer news from New Haven Powersports: “After 54 incredible years of business, the time has come for our family to hang up our helmets and retire our dealership,” says GM Chris Green.
The online qualification test for the Honda National Technician Contest is now live.
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.
“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.
