276 South M 37
Baldwin, Mich. 49304
When it first opened in the 1970s, Peacock Ltd. was a grocery store. How does a business move from selling groceries to powersports? The store was located in the middle of federal and state forest lands and powersport enthusiasts who rode in the area started stopping by in search of parts and accessories, or last-minute service help. Eventually, visitors created enough demand that Peacock owners thought it would be fruitful to fulfill those needs and began adding product offerings. Today, the dealership sells Arctic Cat, Cam Am, ETON, Honda, Kawasaki, Polaris, Sea-Doo, Ski-Doo, Victory and Yamaha products. Jim Faiella came to the company in 1980, eventually purchasing Peacock from its former owners. In addition to its Baldwin, Mich., location, Peacock has a motorsports clothing store in a mall in Grand Rapids, Mich. Peacock Ltd. sells ATVs, motorcycles, scooters, snowmobiles, utility vehicles and personal watercraft. The company employs 28 people.
“One of the biggest concerns is land use in the future,” Faiella said. “Over-inventory of products seems to be an issue, also. And the Indonesian market; the influx of products [from there].”
Road bikes and scooters are hot products at Peacock Ltd. so far this season, Faiella said. He attributes high sales of those products to the rising price of gasoline. Good scooter and road bike sales are a trend he believes will continue in the future. “We’ve seen a three-year trend of continuing [road bike and scooter] business across the nation with steadily increasing gas prices,” Faiella said. “In developing nations, you see that the two-wheel market is huge compared to four-wheel.”
CUSTOMER BUYING TRENDS
Customers are always looking for something new and exciting, Faiella said. They want to see innovative products and good deals. Consumers also are buying more and more accessories and products to enhance their riding passion, Faiella said.
PARTS AND SERVICE
“We do a lot of clothing and accessories, so we continue to look for new products and deals,” Faiella said. In conjunction with appearances at snowmobile and motorcycle shows, Peacock emphasizes snowmobiling and leather apparel.
PROMOTIONAL HOME RUNS
Holding events at the beginning of a riding season is one of the best ways to get people excited about their sport, Faiella said. While Peacock is associated with a number of such events, the annual Blessing of the Bikes may be the most unique. Initiated by a local priest more than 20 years ago, motorcyclists of every age gather from all over Michigan to have their bikes blessed. Between 10,000 and 12,000 riding enthusiasts show up for the event, during which the priest gives a blessing for safety and good times throughout the riding season, Faiella said.
WORDS OF ADVICE
“Take care of your customers,” Faiella said. “They’re the key to any business and it’s important to fulfill their desires and meet their expectations and hopefully do it at a fair level of profit.”
— Lisa Young
Copyright 2006 Powersports Business