Ray C’s Cycle and Sports
1381 Imlay City Road
Lapeer, Mich. 48446
Ray and Janet Clemens
Even though Ray C’s has more than 30 employees, it’s a family run, grassroots-type of dealership, says Ray Clemens Jr., manager. In 1981, Clemens’ parents bought an existing powersports dealership in Michigan. By 2004, the Clemens and their three sons’ familes expanded the dealership into two locations. Now there’s Ray C’s Harley-Davidson/Buell of Lapeer and Ray C’s Extreme Store, which is right across the street. The Extreme dealership carries Yamaha, Kawasaki, Suzuki, BRP and Schwinn. The stores, however, are run under one set of books.
“Manufacturers have cut back production,” said Clemens. “Our concern with the industry is that we’re going to have shortage of product. That’s with us being optimistic that we’re going to have a lot of buyers coming in.”
Touring bikes have always been a big seller for the dealership. With Harley-Davidson being the most popular brand at the store, the Ultra Classics are in high demand, says Clemens.
CUSTOMER BUYING TRENDS
Spring hit earlier than usual in the Midwest, and it definitely helped boost sales for Ray C’s. “Our numbers have been up the last two months over last year,” said Clemens. “That early snap of spring got things going quicker than in years past. We’re optimistic it’s going to be a good season.”
PARTS AND SERVICE
The service department is really where Ray C’s shines. “We’re real proud of our service department,” said Clemens. “We carry anywhere up to nine techs. We do full modifications and customizations.” The dealership also posts service tips online for each of the powersports segments, along with service specials and request forms.
PROMOTIONAL HOME RUNS
Ray C’s does a little bit of everything, including TV, radio, direct mailings, but the marketing avenue that works best is the Internet. The dealership uses 50 Below and V-SEPT to stay on top of the e-marketing trend. “E-marketing is the best,” said Clemens. “A lot of leads are coming from the Internet.” The dealership sends out at least one e-mail a week to its customers, and it’s also on Facebook and Twitter.
WORDS OF ADVICE
Take advantage of e-mail marketing and the Internet to promote your dealership, notes Clemens. “More people are heading that way.”
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Ray C’s – The Extreme Store – Lapper, MI – Jun. 14, 2010