Building a Brand for the Motorcycle Dealer

Is price the only buying consideration for the customer?

Motorcycles stir a sense of passion in an individual. Does the customer have the same emotion towards his dealer? Certainly, just like the brand he rides, he wants to attach to a dealer who understands his passion.

This ad doesn't talk about prices, great deals or discounts. In a very powerful way, Mission Motorsports is telling the buyer... we're not like other dealers. One of Southern California's most prestigious multi-line dealers, and the owner still works on bikes. It's all about building a brand!

After all, we're not selling Kia Spectra's or Ford Focus' but GSXRs, CRFs, KFXs, Softtails, and YZs.

Motorcycles -- Sold As Commodity Products

Let's face it motorcycles, scooters, ATVs and watercraft are sold as commodity products. Commodity products being defined as largely undifferentiated that offer little or no perceived differences between competitive offerings. As an example, pick up the this weeks Cycle Trader and you'll see ads from dealers selling vehicles for $100, $200, $300 less than any dealers advertised price. How does a dealer build a stronger brand if his brand is built on "pricecutting" or "discounts"... discount his prices even more?