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New unit sales expected to continue rise in 2013

Liz Hochstedler, Managing Editor
February 18, 2013
Filed under Features

Nearly 60 percent of dealers saw new unit sales boost in 2012

The buying market may still have its challenges, but dealers reported increased sales in both new and pre-owned sales in 2012, and many expect to see further growth this year.

Of the 168 dealer participants in Powersports Business’ annual Gameplan Survey, 58.5 percent reported a new unit sales increase in 2012, with 30.4 percent reporting the department as the biggest gainer for the year. However, 62.2 percent of dealers reported pre-owned sales increased during the year, with more than half of those reporting gains of 10 percent or more.

About a third of the dealers polled invested in new and pre-owned sales in 2012, and another 28.3 percent invested in the P&A department.

Service was also key for many dealerships this past year, as 28.6 percent reported it was their highest-gaining department. Of those who added to their staffs in 2012, 57.1 percent hired new personnel in service.

Other popular departments for new hires were sales, with a 32.9 percent increase in manpower, and P&A, with 38.6 percent adding staff.

When it came to marketing, most dealers focused their efforts on their website and social networking, with nearly 60 percent saying they improved on each.

For 2013, dealers seem optimistic that the upward trends will continue. Nearly one-third expect new unit sales to make the most gains this year, with pre-owned sales and service forecasts also high. About 40 percent of dealers plan on investing in pre-owned sales.

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