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EDITOR-IN-CHIEF
ROBIN BRADLEY robin @ dealer-world. com
GENERAL MANAGER
SARA VINEY sara @ dealer-world. com
DESIGN & PRODUCTION DIRECTOR
BEN OAG ben @ dealer-world. com
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OCTOBER 2025(# 315)
COMMENT: Meet The New Boss, Same As The Old Boss?........................................ 4
Robin Bradley follows up his comments last month- about the non-engineering, nonmanufacturing, non-motorcycle industry background of Harley ' s new CEO, he sees the mistake repeated in the two new Independent Board Directors- a missed opportunity to Bring Balance to the Force.
STURGIS MUSEUM: Pearl ' s Jam a big hit................................................................................. 10 The Sturgis Motorcycle Museum and Hall of Fame pushed the envelope this year with a slew of popular new visitor initiatives that achieved much improved in-person and online visitor numbers as the new management team start to deliver on a new era for the Sturgis institution.
AMRA: Heavy weather curtails Byron............................................................ 16-18 The Penngrade1 AMRA Illinois Nitro Nationals at Byron Dragway in August saw two things- some great Nitro Harley qualifying, but also race disappointment as the rains did come! Michigan runner-up Paul Anderson claimed the Circle M Ranch Top Fuel number one qualifier with a 6.52 at 202 mph with legendary tuners Mike and Jack Romine in his corner.
GBRAKES: A new brand for an experienced team..................................................... 8 Nevada based Giocar, historically best known for its operation of Galfer USA, has a new brand of brake pads, rotors and lines to offer to dealers- a range backed by three generations of brake industry experience and an established reputation for customer service.
MOTORCYCLE STOREHOUSE: MCS and Hoco Parts combine resources...... 48 Two Netherlands-based heavyweights of the European P & A aftermarket- Motorcycle Storehouse and Hoco Parts- have become more than just PDG owned ' kissing cousins ' by combining their resources to give the V-twin / custom market and ' mainstream ' dealers unprecedented and seamless access to ' both sides of the street '.
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‘ World Championship of Custom Bike Building’ is a registered trademark of Robin A. Bradley, Dealer World
P O S T M A S T E R
AMD( ISSN 1465-7627) is published monthly by Dealer World, 5, Rendlesham Mews, Rendlesham, Woodbridge, Suffolk, IP12 2SZ, United Kingdom. Subscription price $ 200 per year. Postmaster: Please send address changes to: AMD, Dealer World, 5, Rendlesham Mews, Rendlesham, Woodbridge, Suffolk, IP12 2SZ, United Kingdom or e-mail to sara @ dealer-world. com
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AMERICAN MOTORCYCLE DEALER- OCTOBER 2025 3