ROUTE 3A MOTORS INC.
170 Tyngsboro Road
North Chelmsford, MA 01863
The 8,000-sq.-ft. dealership was founded in 1980 and has been at the present location for 10 years. Carries Kawasaki, Polaris, Bombardier, and Yamaha. Largest-selling segment is ATV. 12 employees.
“My greatest concern is manufacturers burying dealers with excessive product,” says Caggiano. “That's going to flood the market. I hope that the OEMs pull back a bit, especially with ATVs. Polaris is notorious for having dealers heavily stocked with inventory. It forces us to sell it at a lower price, which in turn depreciates the value of a trade-in and the ATV itself. Overbuilding is a big concern for me.”
Hot sellers at Route 3A include the Kawasaki Brute Force 750 ATV, the Kawasaki 636 sportbike, the Yamaha WaveRunner VX1100 Deluxe four-stroke watercraft, and the Polaris Predator 90 youth ATV. Caggiano says the biggest sellers in PG&A are helmets.
CUSTOMER BUYING TRENDS
The typical Route 3A customer is in his mid-30s and works in the construction industry. “Our customers are all financing their vehicles,” says Caggiano. “A decade ago there was a lot more cash by far. But the finance promotions through the OEMs are unbelievable right now, like 4.9% or $49 per month. They can't beat it.”
“There is very little ATV riding area left, that's for sure,” notes Caggiano. “Legislators have really been cracking down on watercraft, and regulations have been getting pretty tough. Development has just taken all the land to build houses. If there's a 100-acre parcel, it's being eaten up. As a matter of fact, there are two huge fields down the street from my dealership that are being developed. Not a lot of riding went on there, but it's indicative of what's happening all over.”
PARTS AND SERVICE
Route 3A Motors has three technicians and one setup assistant, plus two full-time parts salespeople. “We send our technicians to all the schools and training, and they are all manufacturer-certified,” says Caggiano. “Also, we perform all the in-field updates. We've been a Kawasaki Silver Ichiban Dealer three years in a row, and hopefully this year, too.”
WORDS OF ADVICE
“Stay positive, stay focused, and do a good job,” advises Caggiano.
Copyright 2005 Powersports Business