710 Route 111
Hampstead, NH 03841
Paul and Chuck daSilva
The brothers own two Bombardier dealerships. The daSilvas bought snowmobiles from a dealer in the late 1980s, then began working for him, then bought him out. They raced on the grass beginning in 1994, and were sponsored by Ski-Doo.
The Hampstead (southern New Hampshire) store, managed by Paul, was purchased in 1999 in the nearby town of Plaistow. “We outgrew that store, which was about 2,000 sq. ft., and opened this new 7,0000-sq.-ft. facility in October 2003,” says Paul daSilva.
Sales are 85% to 90% snowmobile
Brother Chuck manages the Moultonborough (northern New Hampshire store on Lake Winnipausakee, which was founded in 2001. It consists of a 2,500-sq.-ft. showroom plus a service center four miles away. “In March we’re moving the Moultonborough service center and doubling its size. That store carries Ski-Doo snowmobiles, Sea-Doo PWC and jet boats, and Traxter ATVs.” 80% of Moultonborough sales are PWC. Three employees at each dealership.
Paul daSilva’s greatest concern is “giving the consumer a great product — safe, fun, dependable, and one that’s going to last a long time. I think every manufacturer makes a great product, but we’re fortunate that we have the Ski-Doo line. Right now, for the money, Bombardier is giving customers a lot of nice features that some others aren’t.”
The Traxter Outlander lineup of ATVs is hot at daSilva, as are any snowmobiles on Ski-Doo’s revolutionary Rev chassis. When Powersports Business spoke to him, daSilva had just returned from the dealer meeting in Texas. “They introduced the ‘05 Ski-Doo lineup. Yesterday we had good sales taking deposits for the ‘05 sleds, especially the new Mach Z1000. That’s the hot ticket for next year.”
CUSTOMER BUYING TRENDS
“At Hampstead our customers run from age 25 to 55, but there’s an older crowd getting into the sport of snowmobiling,” says daSilva.
“Earlier this year, a nice couple in their mid-50s bought snowmobiles, clothing, and a trailer — everything. Then at Moultonborough, we see the same thing with watercraft. Older people are buying the $11,000, top-of-the-line watercraft and not even looking at the $6,000 unit.”
“They’re trying to close a lot of ATV trails here,” says daSilva. “People want to get into ATV riding, but then they see that someone wants to close this or that trail. Also, in the state of New Hampshire you cannot use a watercraft on any lake that’s smaller than 75 acres, unless it’s a three-seater PWC, which is considered a boat. 18 months ago they tried to enact a law to return the three-seater back to the watercraft segment.”
PARTS AND SERVICE
daSilva says the two stores are known for their excellent service. “We have a policy: if a customer buys a vehicle from us, then brings it to our shop for service between Monday and Wednesday, we’ll have it ready Thursday or Friday.”
WORDS OF ADVICE
“Really get to know your customers,” advises daSilva. “Give them their money’s worth. Even a brand-new, out-of-the crate unit is never perfect. Get your customer to trust you.” psb
Copyright 2004 Powersports Business