NAKED SALES

As the UTV / SidexSide market continues to heat up, we are seeing more and more aftermarket accessories. The Sand Expo last month in California was absolutely sick. My head was spinning with one awesome ride after another. Long travel seems to be a must as well as custom seats, back seats, full roll cages, sound systems, lights, doors and some of the coolest paint you have ever seen. The prices we’re consistently between 20 and 27K for a complete unit. So for the life of me I can not understand why every dealer’s shop I go into all I see is stock rides. This means the dealer is selling a unit from 10 to 13K only to let it out of their shop naked. Why would they do this? Why leave another 10K on the table when nearly 50% of the people buying a UTV are certain to go straight for the companies who offer the aftermarket fun.

We have two recommendations for the dealers, take one of your rides and dress it up as much as you dare. You will find that there are customers who will walk in a lay down cash just to take it home, but more importantly, you will increase your after sale profits substantially by selling all the accessories. We have met some really great accessories companies and they are as confused as we are as to why dealers don’t step up and start carrying all the add-ons.

This only makes sense. Let the customer see what they can do and they will do it. Not with pictures but an actual machine that’s ready to go with all the eye candy. If your letting them out naked, you’re loosing money.

I think part of the problem is that most dealers are still in the ATV mindset and are having trouble grasping the changes we see with UTV sales. There is plenty of aftermarket stuff for ATV’s but it was never to the degree that we are seeing with UTV’s. This is a whole new game and the dealers who figure it out first are going to win.

Motor cycle sales and ATV sale are off so if dealers are going to do well over the next decade, they must pay attention to the trends of one of the fastest growing sectors in the motorsports world. “UTV’s”

Written by:

James Erskin

North West Editorial Staff

Photography by Chris Ruesch