412 Valencia St
San Francisco, CA 94103
Nick Hayman and Matthew Prentiss, Principals
Munroe Motors started in 1958, taking over for Johnston Motors. The dealership has always been a European import motorcycle dealer, originally selling Norton, Triumph, BSA, Moto Guzzi and Ducati. Currently, Munroe carries Ducati, KTM, Husqvarna, MV Agusta, Triumph and Moto Guzzi.
The showroom measures 3,000-sq.-ft., with 3,800-sq.-ft. of space in the service department. There is also some warehouse space. Munroe mostly sells street bikes, primarily MV Agusta and Ducati, though they do sell KTM and Husqvarna off-road bikes. A second location in the East Bay community of San Ledrano has been open for about four months, and will celebrate a grand opening in December 2005. Between the two stores, Munroe employs about 21 people.
“Probably discounters,” says sales manager Rory Y, who asked not to be identified by last name. “And of course, the dollar to Euro conversion.”
“The MV Agusta Brutale 910 is very hot,” says Rory. Husqvarna SM610, Ducati Monster S2R and Triumph Bonnevilles are also strong sellers. As for parts, Rory says that Munroe is a big hard parts dealer, selling lots of performance parts.
CUSTOMER BUYING TRENDS
The typical customer at Munroe is a 25-45 year old white male. As for machines, Rory says that the naked streetfighter is a big deal right now and the supermoto bikes are coming on real strong.
“They are definitely pretty hardcore on the California Air Resources Board (CARB) stuff for Husky and KTMs,” says Rory. “To a certain extent, we’re not so heavy on the two stroke stuff, we’re much heavier on the four-stroke stuff.”
PARTS AND SERVICE
Between the two shops, there are 13 service technicians. Each shop also has a service manager and a service writer. A total of six people are dedicated to the parts operation. Overall, Rory estimates that 35% of the revenue flows in through the parts and service department. “We are race oriented, we have a couple race teams that race out of the shop,” says Rory.
PROMOTIONAL HOME RUNS
“We do Cycle Trader (Online) and we have a Web site and we do local trade publications,” says Rory. “Cycle Trader has definitely been a big boost for us.”
Munroe has experimented with local newspaper, radio and billboard, but doesn’t do anything on a steady basis. Rory estimates they spend about $800 a month on advertising.
In addition, Munroe does open houses that typically draw a couple hundred visitors to the shop. “We bring in racers and cater food,” says Rory. As for the Web site, it is produced in house and has been active since 1989 or 1990.
WORDS OF ADVICE
“Love what you do and be honest,” he says.
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