Best-In-Class – New Unit Sales: Pensacola Harley-Davidson

Pensacola Harley-Davidson continually follows a set sales process and finished 2021 with a 71 percent increase in new motorcycle sales.

“We have a process that we do, we stick to it, and it works,” notes Jaynie Sieber, marketing manager of the dealership. “We’re big on pushing new [units] and selling new but it’s definitely not as strong as it started last season.”

Sieber explains with current interest rates higher than they were in 2021 and 2022, it’s a challenge. “And the Motor Company doesn’t fund as many customers,” she says. “There’s been a lot more credit challenge and there’s a lot of uncertainty about the economy. The cost of living has gone up, so you have a lot of people holding on [to their money]. Last year they had more expendable money.”

But she was thrilled to report an increase in inventory after it had begun to dwindle. “We’re super excited. Fortunately, since we do sell a lot of new, we have more inventory than a lot of the dealers around us.”