East Central Motorsports puts value brands first
For Brad Tews and his stepdaughter, Raegan Yuncker, a recent trip to China wasn’t just about sightseeing; it was an inside look at the future of value-oriented powersports. The East Central Motorsports team traveled overseas with Denago Powersports to tour the company’s manufacturing facilities and get a firsthand look at the operation behind some of the fastest-growing products in the youth and entry-level off-road segment.
“It was very eye-opening,” says Tews. “Both the country and the factory. It was cleaner and more modern than I expected. The people were incredibly friendly.”
Tews, a Minnesota native, founded East Central Motorsports in 2016 after relocating to Ohio. Since then, his Brimfield-based dealership has grown into a go-to spot for value brands, youth ATVs, pit bikes, and more. Working with brands like SSR, Thumpstar, and now Denago, Tews says he’s built a reputation around products that deliver performance without breaking the bank.
Denago delivers
Denago, a U.S.-based brand backed by Chinese manufacturing powerhouse Tao Motors, is gaining traction nationwide, and East Central is a key dealership partner.
“They’re built really well,” says Tews. “Customers walk in, see the price, and can’t believe what they’re getting. It’s great value.”
During the China trip, Tews and a small group of U.S. dealers spent several days inside Tao’s main factory, a sprawling, multiline facility where much of Denago’s production is handled in-house.
“I was really impressed by their engineers and their goals for the U.S. market,” says Tews. “Most of the parts are made or finished right there, which helps them control quality and keep pricing competitive.”
He added that larger, more advanced Denago units are on the horizon, but details are still under wraps.
Fuel injection & EV
One of the brand’s standout features is its use of fuel injection in youth ATVs, a rarity in the entry-level space.
“Parents walk in, see that it’s fuel-injected, and that’s it. It’s a huge selling point,” Tews says.
Electric models are gaining ground too, with the Denago E-Hawk youth ATV leading the charge. Built with a gear-drive system, lithium-ion battery, and no chain or belt, Tews says it offers a low-maintenance solution that parents appreciate.
“I’ve handled a few electric ATVs before, but this is the first one I’m really impressed with,” he says. “It’s quiet, clean, and tough.”
Pit bikes
East Central is also deeply connected to the pit bike racing scene, a factor that has boosted sales and brought attention to the dealership’s inventory.
“We’ve got two of the top 20 pit bike racers in the country riding our bikes,” says Tews. “That’s helped a lot.”
He says pit bikes now make up about 50% of sales, thanks in part to their affordability, portability, and performance.
“They’re fun for kids and adults. Some guys prefer them over full-size motocross bikes. The power-to-weight ratio makes them a handful — in a good way.”
Navigating tariffs and market shifts
With tariffs and pricing volatility on the radar, Tews sees continued growth in the value segment.
“Some people who were buying premium are now looking for affordable alternatives,” he says. “And some customers who could barely afford the value units may be sitting on the sidelines. But Denago hits that sweet spot for a lot of families.”
Despite economic pressures, Tews says East Central is holding strong, powered by repeat business, strong word of mouth, and quality products that perform as advertised.
Youth market = Future riders
Tews and Yuncker agree; investing in the youth segment is investing in the future of the powersports industry.
“This is where we build the next generation of riders,” says Tews. “You can’t just throw a cheap product out there and hope for the best. It has to work. Denago gets that.”
The brand’s use of fuel injection, durable electric systems, and U.S.-focused engineering are all contributing to its rise.
“We’ve sold machines from 2016 that are still running, still in use,” he adds. “Some of them have been through multiple families.”
Looking ahead
East Central continues to expand, now offering more parts and accessories along with new and used inventory. Yuncker, once the store’s top salesperson, now supports the dealership part-time in marketing and sales, and even joined her stepfather on the China trip.
“We don’t sell online,” says Tews. “Most of our business is repeat and referral. That’s how you know you’re doing something right.”
As Denago gears up for new releases, East Central Motorsports looks ready to grow alongside it — helping more riders, families, and first-timers find their place on the trail without overextending their wallets.
