American Motorcycle Dealer AMD 230 September 2018 | Page 29

“We will never abandon our heritage, we supply parts
for Harley-Davidsons back to the Knuckleheads, but
when we see a change, naturally we embrace it.
“The new generation of riders are into Retro. The
Triumphs, Scramblers, the R nineTs and the like, so we
are engaging with the younger customer as our core
customers age. We are trying to engage at an earlier
age too, so that as they transition to bigger bikes in
later years, we will be able to continue supporting
them through their life journey as riders.
“I think that as an industry we are not yet quite where
we need to be in that regard. A lot of people are
buying lightweights such as the Ninja 300 and the
390 Superduke, and as a parts and accessory industry
we have the opportunity to redefine our offer just as
riders are redefining their riding needs and
preferences just as the Boomer did 40 years ago.
“The market needs to move with riders and that is
difficult at present as a lot of the models being ridden
are transitional platforms. Not platforms for deep
spending or customization, but there are still ways of
reaching them. We’ve done this through gear sales -
a large proportion of our sales are jackets, boots and
gloves - and service items of course. Price point is an
issue, it always will be when you are addressing a
younger audience, but we have to be looking at
where the next stages of their riding journey takes
them.”
I asked Zach what trends he is seeing in terms of home
wrenching - if we are now looking at a largely forever
staples market with new consumers, or will there be
customizing, and will new generations develop a
‘mojo’ for independent stores?
“It’s not out of the question. It’s a great question, and
this is something that we are looking at very closely.
‘regular, intense and
comprehensive’
Everybody needs to be.
“We are seeing a surprisingly large proportion of our
customers being comfortable doing a surprisingly
large proportion of complicated work themselves. It
isn’t just all bolt-ons and oil changes.
“The more complex videos we have on our website
and social media feeds, such as changing an engine
out or doing a stage 3, get as many views as an oil
change, helmet review or putting new grips on the
bars. This is very interesting and, potentially, very
significant for the industry.
“We think that although a lot of the business is still
centered on the Boomer demographic, and they are
still the majority of our customers, there is no doubt
that this is changing.
“Statistically what we are seeing now is almost a one-
on-one relationship with what we call ‘next Gen’
riders – the Millennials and X-ers – and they are
interested in learning how to do things on their own
and have the bragging rights of doing it themselves,
rather than completely depending on the dealer for
service and installation. They are watching our videos
and talking with our call center, and they are learning
how to do it.
“So, the opportunity is for us to give them the tools
that they need so they are confident enough to be
able to do it on their own, or if they get stuck part
way through, then rather than hauling the bike down
to their local dealer on a trailer, they can call us and
we can help them finish it.
“Another thing we are seeing is the opening of more
www.AMDchampionship.com
J&P Cycles' event tour - the Tour Truck program
consists of two 53 foot semis at 12 events a year
and more shop co-ops, especially in metropolitan
areas, downtown. I think we can help them a great
deal too. Downtown urban riders are just not going
to ride out of town to go to a dealership.
“Whatever we can do to help the consumer feel they
can do for themselves has got to be good for the
future of the market. It is really our main goal to do
that, and we are trying to serve the customer in a new
way - to teach them how to work on their own bike,
and hopefully they’ll buy the parts from us, of course.
“The community garages are essentially the same -
they are also all about helping people to learn how
to work on their own bikes, not being afraid to be on
a lift alongside another person and ask questions or
call us to get help.
“It’s easy to think that maybe it’s not so good for the
conventional brick and mortar stores, or businesses
such as our sister company Tucker, but in terms of the
long term health of the parts market and the dealer
network, especially those who are specialist in
performance work and custom work, it is a good
thing. You can’t operate a successful business in an
unpopular market – as we all contribute to re-
growing the popularity of riding, its popularity grows,
so will we all.
“The more work being done on bikes and the more
comfortable people are to buy a bike and be a part
of a peer group scene, just as the Boomers were at
the start, just as the H.O.G groups and clubs are, the
market will grow. More parts and accessories will be
sold and, eventually, the more bikes there will be on
the road. The growth must start with the riders. Then
it is up to the businesses, at all levels of the market,
to follow them and serve their needs and tastes. Just
as it always has been.
“Another shift we are seeing is the move to mobile –
well over 50 percent of our website traffic is from
mobile devices now. A large portion of our sales are
therefore off mobile too. A big initiative here at J&P
J&P store at Daytona Beach
is to make sure we can make the mobile experience
a good one, with Techs who can chat and see what
the rider is doing, see the bike he or she is working
on and what they are doing. We are making a big
investment in the nature of the mobile experience we
offer.
“Increasingly people now carry a smart phone in the
way they used to carry a wallet. We are in the process
of updating our site to make it easier for customers
to browse and shop for products on their
smartphone.”
Zach is simultaneously positive about the future,
about the market, and about the role that J&P can
have in the market of the future.
“Down the years we have helped hundreds of
thousands of riders connect with vendors, and we
have especially been able to bring the small
manufacturers closer to customers than they ever
‘it isn’t just bolt-ons
and oil changes’
would otherwise have got - J&P’s longevity means we
have been among the first businesses to genuinely
help to grow brands, and doing so that remains an
opportunity for us to benefit from being associated
with something unique. It gives us differentiation - it
helps our brand stand out in turn.
“In the future it is that differentiation that all
businesses need. Competitive advantages are there
to provide the opportunity to do different and unique
things, and if you do them well, then the consumers
of the future, those who are emerging now, will value
your role in their riding lifestyle.
That is how the shops and all the small businesses did
it in the past and that hasn’t changed - it’s not just
business, it’s personal and it’s up to all of us to be the
partner that delivers a unique and distinctive
experience.
“Our philosophy hasn't changed. Being able to offer
riders the widest variety of brands and products for
the bikes in their garage, and inspire them with ideas
to customize and personalize is what J&P Cycles
started out doing, and everything we are seeing
points to that being an ever-bigger part of the market
moving forward.
“Dealers are in suburbia not in urban areas. There are
very few downtown dealers or even custom shops, so
as populations continue to shift, continue to urbanize,
whether they are home-wrenching or using a
community garage space, J&P can help them towards
achieving a goal that the non-local shops can’t.
“We are everywhere, the shops are not.”
AMERICAN MOTORCYCLE DEALER - SEPTEMBER 2018
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