DENAGO GOES BIG!
UTV Unveiled At AIMExpo
HARLEY-DAVIDSON
Under New Management
SHOWTIME
AIMExpo 2026
News By Category
News
A letter From The Pediatric Brain Tumor Foundation
AIMExpo co-founder and former Cycle World Publisher dropped by the Dealernews LIVE booth to give us an update on the Pediatric Brain Tumor Foundation latest outreach.
Mike Martinez, Yamaha Motor Corp., USA, SVP and President of Motorsports since 2022, announced his retirement after 32 years at YMUS.
Catch Jim Woodruff, CEO of National Powersport Auctions talking about the state of the industry with Robin Hartfiel, the editor and publisher of Dealernews Live from AIMExpo today.
DragonFire Racing has been creating cutting edge UTV performance products since 2005, but they shocked dealers at AIMExpo by springing new suspension components on them at AIMExpo.
Shifting Gears
Beta Motorcycles — Booth # 1975 at AIMExpo has been staffing up for the 2026 season.
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.
SHOCKING NEWS FROM DRAGONFIRE RACING DragonFire Racing has been creating cutting edge UTV performance products since 2005, but they shocked dealers at AIMExpo by springing new suspension components on them at #AIMExpo: Shocks, engineered for most popular Polaris Inc. and Can-Am Off-Road UTV models. "Customers are expecting higher levels of performance and more opportunities to use their vehicles," said Justin Lasater, #DragonFire Racing Brand Manager. "Our team has worked to develop products like our new shocks and lighting products for exactly that reason. This year we really delivered on style and performance products." Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/shocking-news-from-dragonfire-racing/
LARRY LITTLE LIVE! AIMExpo co-founder and former Cycle World Publisher dropped by the Dealernews LIVE booth to give us an update on the Pediatric Brain Tumor Foundation latest outreach. For decades, the PBTFUS Ride for Kids program has been a cornerstone of the powersports community’s charitable legacy. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/larry-little-live/
ALL FOR ONE CHALLENGE ANNOUNCED AT AIMExpo Long a favorite charity of the powersports industry, The Pediatric Brain Tumor Foundation (PBTF) used AIMExpo to launch its "Ride For Kids All For One Challenge, a transformative initiative designed to unite the powersports industry & community under a single, urgent purpose. With a collective goal to raise $1 million by December 31, 2026, this challenge seeks to fuel lifesaving research and family support programs for children battling brain tumors. Subscribe To #Dealernews To See The Full Story: https://dealernews.com/Home/post/exciting-new-initiative-join-pbtf-ride-for-kids-in-the-fight-against-pediatric-brain-tumors/
Mike Martinez retired? Mike Martinez, Yamaha Motor USA SVP and President of Motorsports since 2022, announced his retirement after 32 years at YMUS. Martinez will stay on for the first quarter of 2026 to work closely with Burnett and ensure a smooth transition of the Motorsports business and operations. He will officially retire on April 3, 2026.
In Case You Missed It
Did you catch the launch of Western Power Sports “FlyFam” initiative?
As Faber College founder Emil Faber so astutely noted, “Knowledge is good.” However the powersports industry education being presented at AIMExpo 2026 is even “gooder” um, more goodly.
Dennis and the kids at Martin Moto have been very good this year! And they are celebrating this weekend with a great marketing idea courtesy of the dealership’s marketing maven Arielle Boyer.
Fair dinkum! Australian-made Barkbusters have earned a reputation for being tough enough for the outback.
Although it sounds like a sequel to Raiders of the Lost Ark, the Return of Rabaconda is more relevant to your dealership.
