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AIMExpo 2026
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EICMA 82nd Edition
SAND SPORTS SUPER SHOW
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From his days as a journeyman pro motocrosser to serial entrepreneur, Eddie Cole has created some of the most memorable brands in the business!
Time to crank up the #WaybackWednesday machine! In a preview of what HRC Honda has planned for Dakar and the 2026 World Rally Championship, Monster Energy Honda HRC has released a Behind The Scenes video on YouTube, recapping the Rallye du Maroc 2025.
The Monster Energy Honda HRC Team is ready to ring in the new year at the 2026 Dakar Rally with two Top Americans.
Backed by Monster Energy, HRC is going into Dakar with a two rider Rally2 team representing the next generation of rally-raid talent: Preston Campbell (son of Baja legend Johnny Campbell) and promising up-and-comer from Portugal Martim Ventura.
As we head into the final weeks of 2025 and look ahead to a new year and a new AIMExpo, a longtime, legacy exhibitor reached out to wish me happy holidays and comment on how much he was looking forward to the show.
Shifting Gears
Parts Unlimited Booth #1115 at AIMExpo has been making global moves. Going into EICMA they announced the addition of Rikard Coro who joined the team as Head of Sales & Marketing Europe on 08.12.2025.
Changing of the guard at BRP. “We are unveiling who will lead BRP into a new chapter: Denis Le Vot will become President and Chief Executive Officer, effective February 1st, 2026, at which time José Boisjoli will retire.
After a 6-year stint with BRP (most recently as Dealer Development Manager for the OEM), industry veteran Rob Oliva is back with LeMans Corp. becoming the new National Sales Manager, effective December 15, 2025.
Just in time for the impending AIMExpo trade show, Keeway America is staffing up.
Zero Motorcycles has announced a major leadership transition.
CHIP OFF THE OLD BLOCK! PRESTON CAMPBELL JOINS HRC DAKAR EFFORT Backed by Monster Energy, HRC - Honda Racing Corporation is going into Dakar Rally with a two rider Rally2 team representing the next generation of rally-raid talent: Preston Campbell (son of Baja legend Johnny Campbell) and promising up-and-comer from Portugal Martim Ventura. Their mission is clear: Compete at the highest level in the Rally2 category, continue developing the Honda CRF450RX Rally, and strengthen the foundation of Honda HRC’s long-term sporting strategy. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/chip-off-the-old-block-preston-campbell-joins-hrc-dakar-effort/
DAKAR 2026 PREVIEW The Monster Energy HRC - Honda Racing Corporation Team is ready to ring in the new year at the 2026 Dakar Rally with two Top Americans. Two-time Dakar champ Ricky Brabec Racing and his wingman Skyler Howes 10. While this isn't his first rodeo — Brabec has 10 Dakar campaigns under his belt — the fire is still there for the former winner and the ultimate goal for challenger Howes. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/dakar-2026-preview/
COMMEMORATING 50 YEARS OF INNOVATION AT AIMExpo From his days as a journeyman pro motocrosser to serial entrepreneur, Eddie Cole has created some of the most memorable brands in the business! Highlighting its AIMExpo pavilion, Turn 14 Powersports is commemorating Cole's role as founder of Answer Racing USA, as the Answer brand celebrates its 50th anniversary. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/commemorating-50-years-of-innovation-at-aimexpo/
PRE-RUNNING DAKAR? Time to crank up the #WaybackWednesday machine! In a preview of what HRC - Honda Racing Corporation has planned for Dakar Rally and the 2026 World Rally Championship, Monster Energy Honda HRC has released a Behind The Scenes video on YouTube, recapping the Rallye du Maroc 2025 — the final round of the World Rally-Raid Championship. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/pre-running-dakar/
In Case You Missed It
According to the experts at WalletHub, 85% of American consumers planning to spend the same amount or less during the 2025 holiday season relative to 2024.
More than a month before the gate drops for A1 SX, AIMExpo is already sold out!
Despite the tariff turmoil and economic headwinds, Ducati dealerships across North America persevered.
Nothing like getting into the holiday spirit at a dealership, so Triumph Motorcycles is inviting riders to come to their dealers and join the fun on a nationwide day of good cheer with great motorcycles!
Heads up to all Drag Specialties and Parts Unlimited dealers! NVP rings in the new year by returning to Louisville January 24-26, 2026.
