Oct 9, 2020, 12:58 PM

Indeed, it is a sad season for all of us in the H-D Canada family. I've been working with a dealership in Northern BC as a salesperson for 4 years now and I can tell you it has been an extremely difficult past few years for us in the North. We had two terrible fire seasons, and some off weather during a time when H-D head office was aggressively pursuing growth from their dealers and sending about 20% additional inventory to match those targets. Needless to say our targets were not met and the abundance of inventory built up in dealer networks. Simple economics dictate that when supply is higher than demand...you know how the story goes. H-D has been on the ropes for quite some time and as a corporation they absolutely have to respond swiftly and decisively. I personally believe that what the new CEO is doing is absolutley necessary for the brand. With production for 2021 motorcycles massively hindered by the new Covid reality they have no choice but to close the small dealers that rely on new motorcycle profit to survive. Without guaranteed inventory how is a small dealer supposed to survive?

Having said that, H-D absolutely MUST provide a sold network of service facilities for their following so that they can access exactly what H-D is meant to represent at its core. Freedom and wanderlust. They need to consider that the dealership model is not fluid enough to service their goals. It should not be a requirement to have a new unit showroom in order to hold a warranty license. This is the key for H-D right now. Instead of stripping dealership licenses and enflaming their loyal customer by announcing closures they need to , and quickly, announce a plan for a new style of dealership that is there to provide service, detached from the dealership model of sales/service.

I'm terribly sad for H-D as whole, which to me is first and foremost represented by the people that ride the product as much as it is by the people that design and build the product. Have faith though, riders, H-D will survive and continue to improve and ,especially, continue to stir our souls and inspire our hearts and minds.

On a side note, I have one criticism of the H-D community that stands out to me as a considerable problem within the community. I'll give you a scenario and you tell me where you fit in.

When you hear someone talk about a Sportster or a Street model what is the first thing that comes to your mind?

Now imagine you are a 19 year old young man, who has been working hard to build his credit, take a motorcycle course and get licensed, buy the gear, get the courage to hit the road but first you need to purchase that motorcycle you've been dreaming of since you were 14. The 883 Sportster. So you go to the dealership feeling proud and accomplished for your achievements. At the dealership you meet a nice salesperson and they go through the whole process and you think you're ready to take the next step. In that moment of decision a couple of burly dudes pull up on baggers with HOG patches and tassles and pins all over their vests. They notice you standing there with the salesperson looking at the 883, beaming a like a 7 year old getting is first Honda 50 ( another topic ) and they walk over to say hi.

One of the guys says " Hey thats a nice little bike, for a girl " and the other one laughs and says " yeah, your boyfriends will probably love the back seat " ...... hahahahaha .....
Sound familiar? That actually happens. Often. The burly dudes didn't notice the young mans parents watching from a safe distance to see how their son does and to assess the dealership. They're thinking about trading in their Goldwings for the Harleys they've always wanted and joining HOG.

Thanks. You're our best customers. I mean you keep reminding me of how much money you've spent. You've definitely earned the right to open your stinking idiotic gob in my showroom. This is not a statement of all big burly bikers, many of them have more class than the bankers and lawyers I use to sell Bentleys and BMW's to in a previous career.

If you think its funny and harmless.....you are an idiot....and you need to consider that for the past ten years H-D has been trying to create new riders to fill the void ( massive ) in sales left by the big burly guys in HOG vest with patches and pins all over their vest that cant ride anymore. The same guys that have been discouraging new riders from getting into the entry level bike ( and brand ) for decades. If you're one of them, you're just as much to blame for the decline of the brand you profess to love and support so much. If the economics of that are hard for you to comprehend....well that makes sense. Absolutely, shame on you.


And if you want to know what I think the biggest mistake H-D has ever made I'll tell you. They didn't continue making off road motorcycles for kids when they bought back from AMF.

Ask a veteran Honda salesperson how many of her loyal motorcycle customers she remembers selling z50's or CRF 50's to and now she sells them 140 hp Goldwings.....

Just some thoughts from a soon to be unemployed, career motorcycle salesperson. I love H-D and will continue to love H-D for as long as I live.

All the best!


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