Focus: Dealer Expo 2004

Chaparral Motorsports, one of the largest powersports dealerships in the U.S., is planning to get even bigger, according to published reports.

The San Bernadino, Calif., company occupies 260,000 sq. ft of space and is planning a 66,000 sq. ft., $3.5 million expansion. The move is a direct result of the company’s continued growth, which has been fueled by increased demand for motorcycles, parts and accessories.

The new building will house an expanded collection of helmets and apparel, says Dave Damron, owner of Chaparral. Damron expects the facility to be completed within a year.

In the spring of 2003, the company opened a 40,000-square-foot tire center. “You can ride in, pick up your tires and ride out,” said Todd Baldwin, Chaparral’s general sales manager. “It sets us apart from other retailers. We have become a one-stop shop.”

The tire center is in addition to a separate facility for assembling motorcycles, and a warehouse that handles online and mail orders. The store also offers repair services and has a parts department.

The dealership sold an estimated 9,047 vehicles last year, according to published reports, which was up from 7,600 vehicles in 2002.

“We sold 1,300 vehicles in December alone,” according to Baldwin. “My father used to say, you can’t sell from an empty basket,” said Damron. “Put it out for sale.”

Chaparral was founded in 1980 as a mail order business specializing in motorcycle-related apparel.

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