Dealership’s Rider’s Kit promotion brings traffic

By Kate Swanson

Sea-Doo Spark accessories package gains attention at Florida dealership

With summer winding down, watercraft dealers are looking for new ways to move their personal watercraft inventory and keep customers interested. North Miami Motorsports, of Miami, Florida, held a Sea-Doo “Fun Starts Now” event that offered consumers a chance to put no cash down on a new Sea-Doo Spark, and the dealership threw in a free rider’s package.

Michael Sherman, North Miami Motorsports’ marketing manger, said it was the first time the dealership had offered a rider’s package promotion. 

“We wanted to make this a one-stop shop. They could get all the accessories they needed at the same time, get a great ski and go straight to the water with it,” he said.

North Miami Motorsports offered a free rider’s package included with the purchase of a Sea-Doo Spark during a June promotion. Photo courtesy of BRP

The rider’s package was available with the purchase of a 2017 Sea-Doo Spark 3 Up Rotax 900 unit. The package included bumpers, two life jackets, trailer straps, a deluxe PWC cover and a dock line.

Sherman said that the parts department worked with the sales team to pick the in-stock products used in the package.

The response to the rider’s package was very positive. “We had a bunch of phone calls and inquiries, people coming in and asking about it, the response was great,” he said. The promotion didn’t have a set event date, but instead took place on a rolling basis as a way to gain more foot traffic in the store.

North Miami Motorsports carries Yamaha and Sea-Doo watercraft and Sherman said that the dealership is on plan with its sales goals. “Overall we sell motorcycles, ATVs and UTVs, but our biggest seller here is the personal watercraft.”

Between the two lines, Sherman said that Yamaha and Sea-Doo sell at an equally impressive rate, with Team Blue having a slight advantage in share.

“There’s a bit more Yamaha just because everybody knows the brand,” he added.

With the release of Yamaha’s WaveRunner EX series, the dealership has seen an increase in interest from entry-level riders. “The EX line is very popular, but there’s also people who really like the competition-type units. Those are a little bit more expensive and have a lot more horsepower than some of the more entry-level models,” said Sherman. “But for the casual rider and families, the EX has been selling really well.” 


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