Big Dog Emphasizes Dealer Development in 2005
Nick Messer, president of Big Dog Motorcycles, says the company is “positioned for further growth” in 2005 and ready to expand its dealer base in key United States markets “through an aggressive dealer program.”
Big Dog, Wichita, Kan., recently named new dealers in several cities: Charleston, W.V.; Ft. Lauderdale, Fla.; Pittsburgh, Penn.; and San Antonio and Fort Worth, Texas. Founded in 1994, the manufacturer currently distributes to 90 dealers, eight of which are Big Dog Motorcycles branded dealerships. The company plans to have 100 dealers by the end of the year and expects to sell more than 5,000 units.
”Big Dog Motorcycles has enjoyed an amazing surge of growth in the past several years and continues to increase our market share,” Messer said. “But to ensure continued success over the long-term, we have placed a renewed focus on recruiting new dealers while improving our current dealer base.”
Messer oversees the company’s Dealer Recruitment Program. He said average dealer growth from 2003 to 2004 was 20%. In 2004, Big Dog Motorcycles had its first 200-bike dealer, Big Dog Motorcycles of Tampa, and seven other dealerships sold over 100 units.
For 2005, Messner says, Big Dog Motorcycles plans more television exposure, including national advertising on American Chopper, Biker Build-Off, and other motorcycle-related programs; increased dealer training and support; a broader line of apparel and collectibles; and an expanded line of BDM Performance Products, the company’s line of proprietary accessories. The company’s 2006 line-up is slated for launch in late summer.
