Category: Powersports Market

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Powersports Market Uncategorized

The Value of Loyalty

Adam Ouart Powersports Blog Author

I had big plans last weekend to take our side-by-side out for a little excursion to our neighborhood pumpkin patch with the family. To my annoyance, all we got was a disappointing ‘click….click….click…’ That’s right – the battery was dead. My loyal, never-fail, always ready for road or mud ride was not up for anything!

We expect our vehicles to work when we want, but not when they are improperly maintained. I pondered this inevitable truth as I trailered the side-by-side, drove to the dealership, and spent valuable time and cash to get her up to speed. Needless to say, the trip to the pumpkin patch was postponed to another day.

I’m not alone in my dead battery frustration. A dead battery is one of the most common issues facing powersports vehicle owners, followed by engine, transmission, and other powertrain tickets. Fortunately, the team at my local dealership knows me well and is dedicated to keeping all of my ‘toys’ up and running. This relationship serves us both well. I am a frequent customer, and they are invested in supporting me. There is value in this kind of loyalty — for both of us.

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Powersports Market

Lean In to Generate Back-End Revenue

After a few years of strong revenue growth, 2023 has marked a firm reversal of this trend in the powersports space. According to composite data from U.S. dealers who use Lightspeed DMS, powersports dealers continued to see overall revenue declines in the third quarter. However, there are some bright spots. That same report reflected small increases in service revenue across the nation. In addition to service revenue, smart powersports dealers are recognizing the value of back-end F&I profitability. Additionally, while it remains unclear how the Federal Reserve will address interest rates in 2024, some recent signs of inflation easing this month could free up some cash for consumers and prompt them to return to their powersports dealer.

According to a U.S. Commerce Department report issued in early December, prices for durable goods declined for five straight months as supply chain delays eased. A University of Michigan Surveys of Consumers December report revealed that consumer sentiment soared 13 percent from November metrics, reflecting an improvement in the expected inflation trajectory . Simply put, consumers are feeling a little better about the economy.

For 2024, we recommend powersports dealers take four simple steps to stay on the path to profitability.

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Business Growth Dealership Training Powersports Market

Managing Negative Equity

The powersports market hit a wall in July 2023 versus July 2022, notching declines across sales, parts, and service, with combined revenue declining an average of 6.9 percent across the country, according to 1,700 dealerships who use Lightspeed DMS. This is a dramatic change from the previous month when dealerships saw a combined revenue bump of 4.9 percent. The average dealership reported a 7.3 percent decrease in new and preowned sales revenue versus a year ago.

What happened? Some dealers posit that customers were looking for premium models which remain in short supply. Others shared that consumers continue to feel the pinch of high interest rates, prompting them to press pause on their purchases and retain their existing models a bit longer. As major OEMs debuted their 2024 models this summer, are your buyers simply waiting for the latest and greatest? Or were the July numbers the harbinger of a rough landing for the end of the year?

Either way, it is imperative that dealer principals keep an eye on one key metric – negative equity. During the pandemic, supply chain issues and COVID stimulus checks prompted many buyers to purchase a new unit at record high prices. Interest rates were still manageable, and consumers were stuck at home, looking for an outside recreation option for the family. Fast forward to 2023 and Americans have bought into the lifestyle of getting away from it all and enjoying time with the family, but it’s time for a new unit. Efforts to trade in their entry vehicle reveal a disappointing outcome – they are underwater on financing and the lender is unwilling to take on the negative equity with a new purchase.

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