American Cycle Centers – Pelham, AL – Feb. 9, 2009
CONTACT
American Cycle Centers
1775 McCain Parkway
Pelham, Ala. 35124
205/978-4200
www.victorysuxuki.com
OWNERS
Mark Martincic and Amy Martincic Calvert
BUSINESS PROFILE
In the world of dealerships, Victory Suzuki is a youngster that had to grow up quickly. The dealership opened on March 15, 2003, as American Cycle Centers, a Victory-only dealership. Ten days before the doors opened, owner Mark Martincic was in a serious motorcycle accident. His daughter, Amy, quit her job and took over as general manager — a job she’s held ever since. Within about three years, the business outgrew its 5,000 square-foot building. When the dealership started negotiations to carry the full line of Suzuki powersports products, Amy Martincic Calvert knew two things: They needed a new location and a more inclusive new name. In March 2008, the dealership moved 10 miles north to what Martincic Calvert calls a “campus” of three buildings and nearly 18,000 square feet of space. It was christened Victory Suzuki Warehouse. About the same time, the company picked up the KYMCO ATV and Ridley Automatic Motorcycle lines.
GREATEST CONCERN
“The economy as a whole,” Calvert said. “As a small business guy who’s struggling with the economy and the fact that people are afraid to buy, I want to say, ‘Where’s my bailout?’” But she also believes that economic swings are cyclical and that it will eventually turn around. “I just hope that the little guys can hold on and keep getting customers through the door and on the road.”
WHAT’S HOT
Scooters were a surprise big-seller the past summer, Calvert said, and after just one year make up 15-18 percent of sales. January is typically a slow month, though it’s been slower than usual in the beginning of 2009. “It’s a lot of things: the election, the economy, the weather,” Calvert said, noting she’s expecting service to pick up in mid-February. “That’s when people realize that Daytona is coming and they suddenly want everything done.”
CUSTOMER BUYING TRENDS
“It seems that women are really coming out of the woodwork in terms of buying motorcycles and ATVs,” Calvert said. “They really seem to be the deciding factor in about 80 percent of purchases.” She said the dealership takes a family oriented approach to sales and atmosphere. “It probably helps to have a woman running the store,” she added. “It’s easier for a woman to talk to me than some big, hard biker.” She’s also encouraged by the scooter sales, noting she’s seen a lot of people who would never otherwise be interested in two-wheel riding come through the door.
PARTS AND SERVICE
Victory Suzuki is service without prejudice: “We service everything,” Calvert said, regardless of brand or age. “We say, ‘It’s not what you ride, it’s that you ride,’ and we try to treat everyone equally.” The dealership employs two techs in the winter and up to four in the peak season. The dealership averages about $2,500 in PG&A sales for each unit sold, and it has a high parts-to-service ratio of three or four parts for every service it does.
PROMOTIONAL HOME RUNS
The dealership doesn’t have a large advertising budget; most marketing is done via grassroots means, such as event sponsorships or involvement in the local biking community. It has a Web site and MySpace page. But the biggest promotion boon was sponsoring major rides, such as a March of Dimes run and a Ride for Kids. It gave the store exposure to riders outside the local riding community, Calvert says. She also says she has not had as much time lately to put into grassroots marketing, and she’s noticed a difference in terms of traffic.
WORDS OF ADVICE
“Become a part of your biker community,” Calvert said. “If you sell motorcycles, ATVs or scooters you have to hire people who you feel represent your company well and those people really need to live the lifestyle.”
— Lynn Keillor
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