Johnson: Biker’s Choice increases inventory

Biker’s Choice has announced it’s renewing its commitment to the American V-twin market by adding depth to its product selection and bringing in more sales representatives.

The distributor, which has been serving the industry for more than 40 years, is adding vendors to its product portfolio and inventorying a higher level of product at more locations to allow for faster delivery times and better product availability.

Steve Johnson, president and COO of Tucker Rocky, told Powersports Business that Biker’s Choice is focusing more on the V-twin arm of the company because riders are looking for those products.

“You look at the numbers,” he said. “The number of Harleys that are out registered on the road today, it’s massive.”

Most Harley-Davidsons, he said, withstand time and are recycled from owner to owner. When most riders buy a Harley, they immediately want to customize it to make it their won.

“It’s the exciting part of our business today,” Johnson said.

To enhance Biker’s Choice’s lineup, Tucker Rocky has added several brands of late and will soon announce the addition of more vendors. Recently added brands include T-Bags, the Rock-N-Ride Saddlebag Speaker System, Freedom Exhaust and Mustang Seats.

“It was time to ramp up our game to gain a bigger market share,” Johnson said.

Additional sales reps will also be hired to better serve Tucker Rocky’s V-twin dealers.


“At the end of the day, this industry still seems to run on personal relationships,” Johnson explained.

Biker’s Choice has also announced that it has launched a new and improved website at

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