Full Throttle Motorsports – Lansing, MI – March 12, 2007

CONTACT
Full Throttle Motorsports
9555 Woodlane Drive
Lansing, Mich. 48821
(517) 646-9840
www.fullthrottlemotorsports.com
OWNER
David Burgess
BUSINESS PROFILE
Full Throttle Motorsports is doing everything it can to realize its motto: “Live the Adventure, Ride the Dream.” Powersports enthusiasts populate the Michigan capital’s dealership, which is involved in its community and aims to become even more involved. General Manager Chad Tefft joined the team two years ago, following occasional stints in pretty much every facet of the business whenever he wasn’t working for General Motors. “You’re selling fun and you’re around it everyday,” Tefft said. “How can you not get enthused about some of the products out there? More and more people are starting to come in [to the industry] and the more you grow the market, the more it improves for those of us that ride.” Full Throttle’s super store, with a 30,000-square-feet showroom to showcase its ATVs, boats, motorcycles, scooters, snowmobiles, utility vehicles and personal watercraft, opened 10 years ago. It carries Aprilia, Big Dog, Polaris, Schwinn, Suzuki, Victory and Yamaha products. The dealership is eventually looking to add more lines, but is holding for now.
GREATEST CONCERN
With Michigan already in a slow economy and recent automotive manufacturing jobs cut, Tefft cites economic climate and job security as hindrances to Full Throttle’s success. “We thrive on people living on the fruits of their labor,” Tefft said. “If they can’t, that affects us. People are not secure about having a job in the next couple months. Also, emissions and noise laws are putting a black eye on the powersports industry and making folks out to be fearless daredevils when that isn’t the case.”
WHAT’S HOT
In the middle of winter, Full Throttle might expect to sell lots of snowmobiles. Unfortunately, like many dealers throughout the snowbelt, the company has had disappointing sled sales throughout the season. They are at the top of the selling chain along with ATVs, for the time being, but unit sales are down compared to years past. The number of customers interested in street legal cruisers is quite high for the time of year, Tefft noted.
CUSTOMER BUYING TRENDS
Disposable funds determine if consumers can purchase a powersports vehicle and their potential price range. The economy generally dictates disposable funds. Full Throttle definitely feels the squeeze of economic restraints from time to time and sees how it affects its customers. Buying trends at Full Throttle are largely intertwined with the economy, particularly the health of the state’s automotive industry. “We’re very tied into General Motors and whatever their climate is,” Tefft said. “With a downturn in jobs and unemployment rate, this is the slowest season we’ve ever encountered, probably. Shoppers are being more frugal with money, educating themselves more, making a better purchase.”
PARTS AND SERVICE
Parts and accessories sales haven’t suffered as much at the dealership as unit sales have. Cruisers hold the largest bite of accessory business. The dealership is also big on promoting purchasing the proper gear to ride safely at the original vehicle purchase, since its harder to convince people of the necessity of good gear for safe riding after the sale. Full Throttle also guarantees its service work and tries to accommodate customers as much as it can, going so far as to pick up a bike and bring it back to the owner’s home if they’re unable to bring it in.
PROMOTIONAL HOME RUNS
Full Throttle believes in self-promotion. Dealership personnel get out to as many shows and motorcycle swap meets as they can. They also have bike nights at local watering holes. The dealership also raises its image in the community by engaging with local government and helping out at area schools to talk about riding safety.
WORDS OF ADVICE
“Try and surround yourself with a good support staff that knows the goals of the company and can work as a cohesive unit to meet those goals,” Tefft offered.
— Lisa Young