Expansions, acquisitions, remodels — let’s GO!

GO AZ Motorcycles expands to enhance customer experience

By Abby Larson, Staff Reporter

When it comes to providing the best in customer service, GO AZ Motorcycles is pulling out all the stops.

New locations, line acquisitions and ongoing expansion projects are just a few of the latest endeavors for the multi-line dealership. GO AZ Motorcycles, which has locations in Scottsdale, Peoria, and a recently announced location in Cottonwood, has long been a hub for motorcycle enthusiasts in the Phoenix area, supplying customers with a variety of model lineups.

For two locations, GO AZ in Scottsdale and Peoria, expansions and remodeling projects promise an exciting future for each dealership. While expansions can be a necessary endeavor for dealerships, continuing operations as usual while under construction can be a difficult undertaking. At the Scottsdale and Peoria locations, however, conducting business as usual has been a smooth process. 

“We really haven’t skipped a beat,” Gina Marra, VP of the Powersports Division at YAM Worldwide, described to Powersports Business about the flow of business throughout the construction process. “We recently completed the expansion at Peoria and we’re still working on Scottsdale. I really thought we would be more impacted than we have been. Our customers have been very gracious through it all, and they seem excited to see the completed work.”

As the flagship store, GO AZ Scottsdale is expanding to accommodate more inventory while enhancing the experience for its loyal customers in a way uncommon to the powersports industry.

“We’re building Scottsdale to be a ride-up service,” Marra said. “It will be a modern design following the auto industry. It will have a roll up door where you pull up and the service greeter is there to greet you and do a walk-around in an air-conditioned environment. From there, they’ll be able to dispatch the motorcycles to the technicians. It will be more of a luxury experience, really.”

While Scottsdale is currently under construction, projects at the Peoria dealership, which opened in 2015, were recently completed. With an additional 11,000 square feet now ready for use, the store will have more space to showcase a slew of new brands that were recently added, including KTM, Zero, Royal Enfield, Vespa, Moto Guzzi and Aprilia.


“We’ve continued to grow year over year in Peoria, even during the expansion phase,” Marra said. “The construction did not affect us whatsoever.”

While the extra square footage will be used to accommodate the service area, the new look will also be a big drawing point for customers. With a tentative completion date of September for the Scottsdale location, the new happenings at each location are the start of a new experience for customers.

“We’re really trying to enhance the customer experience,” Marra said. “We’re excited to add the new brands and to showcase them properly in each of the stores. I thought construction would hinder us more than it has, and our customers have been very gracious. We have a lot of renderings around the dealership to keep everybody positive. In the meantime, we’ve asking them to pardon the dust while we grow and make their experience better.”

Meanwhile, GO AZ in June announced it had acquired Cottonwood Motorsports and renamed it GO AZ Motorcycles in Cottonwood. The acquisition gives GO AZ its first entry into the Polaris off-road vehicle and Slingshot lineup, in addition to having another Kawasaki dealership point.

Weeks later, the GO AZ acquisition train chugged onward, this time purchasing Northland Motorsports in Flagstaff, Arizona. Now named GO AZ Motorcycles in Flagstaff, the newest location carries Honda, Kawasaki, KTM, Suzuki, Yamaha, Can-Am and Polaris. PSB

A rendering of the newly renovated GO AZ Motorcycles of Scottsdale, a Powersports Business Power 50 Hall of Fame dealership.

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