
I don’t think I’m unique in looking forward to walking through the doors of any kind of establishment engaged in the commerce of motorcycles, scooters and related products. Part of the experience of riding and owning is being able to browse and dream about the machines and accessories that promise to make the riding life complete.
The dominant business model in this industry makes it relatively easy to avoid actually spending money so I should consider myself lucky that I have not encountered the perfect motorcycle dealership. I have visited a variety of large and small, old and new businesses and apart from cosmetic and spatial differences they seem to all conduct themselves in the same manner.
So what exactly is the perfect dealership? After some thought I think the perfect dealership would embrace:
Here are some of the things that the perfect dealership would embrace:
REALISTIC HOURS
I’m not talking about hours that will make the staff happy. I’m talking about hours that will make me happy. I work during the week so I don’t care a whole lot of about what the daytime Monday through Friday hours are. I want the place open when I am not at work and can actually visit the place. I don’t want to see the doors lock at 6PM on weekdays, 5PM on Saturday, and Closed on Sunday. Come on now. You need to be open until at least 10PM every day. Think about the L.L. Bean model in Freeport. Open 24 hours a day, 7 days a week, 365 days a year. The Perfect Dealership will be open when I am out riding and need to see what kind of CrampBusters they have in stock.
Now some will say that there is no reason for these hours because there is no traffic through the doors. That leads me to the next set of things. You need to make the place welcoming. Give me reasons to come and keep me coming back. Let’s visit the Barnes and Noble model for a moment.
OUR STUFF IS YOUR STUFF
When I go to Barnes and Noble I see people using it like a library. They are reading books and magazines for hours and then walk out the door without spending a cent. The Perfect Motorcycle Dealership won’t have those annoying signs the say “Please Don’t Touch” of “Don’t sit in the Motorcycles”. Instead the big sign on the wall will say “Feel Free to Sit on the Bikes, Start Them Up, Take them For a Ride.” I’ll be able to stop every Sunday afternoon and take something different for a ride and not feel like a pervert for even suggesting it.
RIDER COMFORTS
And lets not stop there. I’m a guest in this establishment and should be treated accordingly. That means a lot of big easy chairs to sit and stare at the bikes. To talk with other riders and just relax or get warm. And the place will have a small cafe to provide for the sustenance necessary to truly appreciate machines and accessories. And wireless Internet access for those riders who want to telecommute and work on projects in a warm and friendly environment. And the place will employ some people who were alive when Truman or Eisenhower was President.
INVENTORY
This perfect place will have an extensive inventory of new and used bikes and scooters, riding gear for all seasons, and well-researched accessories for every machine on the floor. Lots of downright useful gear. Just like L.L. Bean.
I really believe a place like this could make some money. But it will require a long-term vision for success, something sadly lacking in the American business mind. And it will require a cultural leap of faith to stop looking at new motorcycles as precious objects to be worships, polished, lined up, and protected from those who covet them.
So I’ll keep my eyes open for the Perfect Dealership. Maybe one already exists. If so I would love to hear about it. Until then I will have to fulfill a big part of this dream by riding to Barnes and Noble for a cup of tea, chocolate chip cookie, and Rider magazine….











