10380 SW Cascade Ave.
Tigard, Ore. 97223
Beaverton Honda was started in 1964. Robert Lanphere currently owns the dealership. Lanphere is a former desert racer and hill climber with a passion for motorcycles. The dealership is 32,000 square feet on 2.5 acres of land and has ATVs, motorcycles, scooters, utility vehicles and personal watercraft. Lanphere also owns Renton Motorcycles in Renton, Wash., which is approximately 130,000 square feet on 11 acres and has ATVs, personal watercraft, snowmobiles and motorcycles. This location includes an indoor motocross riding arena and a restaurant. The two locations sell Honda, Yamaha and Suzuki products. In addition, the Beaverton store sells ETON, Derbi, Beta and Monteso products. The Renton store retails Kawasaki, Polaris, Swift and Beta lines. The locations are home to more than 150 employees.
“Retail financing is one concern,” said Jerry Lenz, Beaverton Honda’s general manager. “There aren’t many people who want to finance (powersport buyers). And there are a lot of things out there that compete for the dollar: joining a golf club, vacation homes, even home theater systems.”
“Right now, they’re all pretty hot,” Lenz said. “Sport bikes are coming around because of loan structures not requiring insurance. Under 45s don’t want to ride a cruiser. ATVs are still pretty hot. We’re in a more urban area, so we’re more of a sport ATV store than utility.”
CUSTOMER BUYING TRENDS
“The bulk of people come for accessories,” Lenz said. “We have $1.2 million in accessories in our store and huge areas dedicated just to that. There is 12,000 square feet in Beaverton just for accessories. It sets us apart because we have a variety of accessories and vehicles on the floor. You don’t have to wait for us to build it. You can take it home.”
PARTS AND SERVICE
Beaverton Honda holds parts and service events every month, but is trying to encourage people to get more service work done throughout the offseason through winterization and summarization promotions. The dealership is also trying to convince customers of the importance of regular maintenance. The vast majority of parts it sells go out the door, rather than into the service shop, Lenz said. “Everyone wants to tinker with their own stuff,” Lenz said. “It’s their baby. We’re trying to get people to understand the importance of taking care of the vehicle.”
PROMOTIONAL HOME RUNS
A November warehouse closeout ranks at the top of Beaverton’s events. Vendors display and customers can find bargains on last year’s hot accessories and clothing. The dealership also hosts freestyle events twice in the summer, and rides that begin and end at the store once a month.
WORDS OF ADVICE
“We have a big women’s program,” Lenz said. “It gives us more customers, but we’re looked at [by customers] in a different light than just being the guys’ place to go. A lot of women who might not even ride but come in for stuff for husbands or kids. We’re more family oriented.”
— Lisa Young
Copyright 2006 Powersports Business