In writing this story, I probably tried on four or five different approaches to say that exact same thing: here is a video that makes me want to drop off a pile of cash at my local Husqvarna dealership, and brap off into the sunset with a new Husqvarna 701 Supermoto.
I had trouble articulating this thought though, not because I was at a loss of words for my inner-hooligan, but because what impressed me more was the fact that this high-octane video clip comes not from Husqvarna, but instead from one of the company’s Czech dealers: Dypree.
When I think of the reasons I visit one dealership over the other, reputation is probably the most defining trait.
If I want my bike fixed, I’m most concerned with the reputation of the shop’s service department. If I’m buying a bike, maybe I’m more concerned about a reputation for having the cheapest prices or the widest selection of bikes that are in stock.
Honestly though, I think a lot of it just comes down to name recognition, and other extraneous factors that we use to triangulate some sort of bearing on whether a motorcycle shop is “good” or not.
When it comes to dealership experiences, motorcyclists are victims of location most of the time, but I have seen owners drive past several competing dealerships, all in the name of going to the “good” one that’s a little farther away.
That’s an interesting thought, and it comes back to the concept of building brand.
The old school way of doing sees a motorcycle dealership sponsor a race team or motorcycle event. I bet A&R readers have the Hudson Valley Motorcycles dealership on the brain, after seeing the very touching #RideHVMC Freeman Racing Ducati Panigale R yesterday, in its FDNY tribute livery.
With domestic racing showing a diminishing return each year though, a new school way to build brand has evolved, unsurprisingly from social media.
You might laugh at the idea of motorcycle mechanics posed as pinup girls, or off-roading a 195hp superbike in the woods, but the fact that Portland’s MotoCorsa can consistently be one of Ducati North America’s top-selling dealerships is certainly brow-raising.
The only thing that surprises me when it comes to dealership promotion through engaging online media is…well, the lack of it that we actually see…