Portland dealership ‘carves niche’ with sport brand

Sargents Motor Sports turns to Hyosung for success

By Dave McMahon
Senior Editor

With a price to fit a sport bike demographic that is becoming increasingly difficult to finance, Gary Sargent has found great success in selling the Hyosung by S&T Motors line.

Sargent, owner of Sargents Motor Sports in Portland, Ore., says the Korean manufacturer produces a quality that bike the hits an attractive price point under $5,000. To top it off, Motorcycle.com named the GT250R the third-best sport bike for 2010.

“The GT250R really sells well for us. It has plenty of punch with 32hp and it’s got the horsepower to the rear wheel for a 250,” Sargent said. “The challenge has changed a little bit in that most of the sport bike riders are younger, so we have a financing issue and we have those challenges. That’s really the hurdle.”

STRONG SALES
Sargent has carried the Hyosung line for the past two years, and offered its predecessor, United Motors, prior to that. Sargent said he sold 35 sport bikes in 2010, which “is not a large number, but when you add it to the scooters that we’re selling like popcorn, it helps. I wish I had sold more, but I’m happy with that number. Sales of Hyosung product have been very good. Retail sales across the board have been good for us. We’ve lost five major dealerships here in Portland, and we’ve carved our niche with Hyosung bikes.”

A typical customer becomes intrigued by the price, then becomes more familiar with the brand online before returning to the dealership to make the purchase. Sargent’s son, Gary Jr., spearheads the store’s sport bike sales as a fourth-generation family member in the motorcycle/ automobile sales business.

“He’s 33, so he’s right in that demographic,” Gary Sr. said. “He does a great job keeping up with the sport bikes. And he’s got the Hyosung buyer figured out. I keep telling him that he needs to ask for the sale. He says ‘Wait, I want them to go to research and then they’ll come back and buy it.’ Sure enough, that’s what happens. They go online and see what people are saying about the bike and then come in and buy it.”

Sport bike service orders are also on the rise at the dealership. Sargent recently purchased a new hoist for the shop, and is in the process of seeking two additional service technicians. “We have the hoist; we just don’t have the personnel to operate it,” Sargent laughed. “Service has gone stupid with business.”

With sport bikes sales in an overall downturn, Sargent has turned to other revenue streams to enhance his bottom line. ATVs and scooters were the top sellers at the dealership in 2010.

PERSONAL TOUCH
“Sport bike owners are known to accessorize, so we try to capitalize on that,” he said. “One guy came in with a blue bike, and he wants to have blue sprockets. He has these spike handlebar ends in blue and he has blue LED lights on it so the thing looks like a hovercraft going down the road. They personalize it with accessories. We’re getting another accessory for him that goes on the valve stem of your tire and you’re able to get a key that will tell you your tire pressure. It’s kind of like the hot rod, but there’s personalization involved.

“With dirt bikes, they personalize it with riding graphics and riding gear – pink and lavender and bright orange. It’s the hottest thing on the track. But most of the sport bike guys, the gear they’re wearing is going to be black with reflective striping, so they’re making their bikes stand out.”

Sargent said sales of Scorpion gear “is on fire — their helmets, too. They really appeal to that segment. Their four-season jackets really do well.”