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?