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North Honda Motorsports – Menominee, MI – Jan. 20, 2003

January 20, 2003
Filed under Power Profiles

CONTACT
3700 10th Street
Menominee, MI 49858
906/863-5592
www.hondamcdealer.com/
northhondamotorsports/

OWNERS
Mike and Sue Bellisle

BUSINESS PROFILE
7,000-sq.-ft. dealership that the Bellisles purchased in June 1995 at present location. Carries Honda’s full line, including PWC, plus Triton, Shoreland’r, and Rugged Road trailers. Largest-selling segment has always been ATVs. 7 employees. Mike and Sue are hands-on owners and son Todd Bellisle serves as general manager. “When we took over the existing dealership it was 30th out of 30 in the district,” says Mike Bellisle. “We turned it around and have been Number One in the district for the last two years.”

WHAT’S HOT?
The hot-selling ATV at North Honda is the Rincon 650. “Our Honda Gold Wing Sales are a big part of our business, too. We have the complete Hondaline accessories in stock since we are a Powerhouse dealer.” Besides Hondaline, Bellisle relies on Parts Unlimited for stock. The best-selling accessories include winches and plows for ATVs, and “probably 90% of the helmets we sell are HJC.”

CUSTOMER BUYING TRENDS
North Honda’s customers use ATVs for hunting and leisure — “these are people with cottages and camps. We’re in a farming area and every farmer owns one,” says Bellisle. He adds that Honda’s beefed-up American Honda Finance/Honda Card program “has been a big help to us.”

ANTI-POWERSPORTS ISSUES
Bellisle believes that Honda’s four-cycle, “environmentally safe” watercraft have helped to negate anti-powersports sentiment in his area. “Honda has a jump on the market there. Other companies are making four-cycles now, too, and I’m sure they’re aware of all the pollution problems. And the four-cycles are considerably quieter.” To help be a vital part of the community, “we sponsor just about everybody who knocks on the door or calls for a donation. And we’re just forming a Honda Rider’s Club chapter, which takes into consideration all riders, whether they’re on a 250cc Rebel or an 1800cc Gold Wing.”

PARTS AND SERVICE
North Honda has three service technicians plus one service writer. Bellisle says the techs are “crammed in here for the volume of sales we’re doing and the size of the building.” Will they expand? “In the future, sure.”

WORDS OF ADVICE
“We believe in our product and we’re happy selling Hondas,” says Bellisle. “I don’t know if there is any other brand I’d rather be selling. The company has been absolutely great to work with. It’s right on top of all the programs and is competitive with everybody. It’s easy to go to work every day.”

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