402 Vermont Route 107
South Royalton, VT 05068
Russell, Sharon, and Lucky Dimmick
Founded in 2003 next door to its sister business, Lucky’s Trailer Sales. In the process of building a new 32,000-sq.-ft. facility just down the block. Carries Yamaha snowmobiles, motorcycles, and ATVs; Ski-Doo snowmobiles; Bombardier ATVs; and Indian motorcycles. Largest-selling segment is snowmobile. Six employees.
“Many people who are not enthusiasts might have a negative view of motorsports,” says Merrill Harlan, general manager. “Take dirtbikes, for instance. People who aren’t riders might look at them and say, ‘Those guys are a bunch of hooligans.’ When they finally get to meet some folks, they realize that they’re just normal guys who like to ride their scooters in the woods. The biggest thing is to enlighten people. It’s a great sport for families, the and old and the young. It’s something the whole family can do together.”
Aces at Lucky’s: “Any of the Ski-Doo Rev model snowmobiles,” says Harlan. “The Yamaha RX-1 snowmobiles are really hot, as is the Yamaha Vector. In motorcycles, sportbikes in general are popular. As for ATVs, it’s the Yamaha Grizzly.
“Ski-Doo clothing is really big with us, as is leather for streetbike riders. We sell a lot of OEM parts for snowmobiles, and we’re going to be doing more and more with motocross accessories, parts, and performance products.”
CUSTOMER BUYING TRENDS
The typical Lucky’s customer is between 35 and 45 years of age, a blue-collar worker who is married and has a personal income of $35,000 to $40,000. “Nowadays, the customer is very well-educated,” says Harlan. “They have most of the information before coming into the dealership. Instead of looking for a general vehicle, they’re searching for a specific model and color — say, a red RX-1.”
This has changed the way Lucky’s works with other dealerships. “I try to keep a lot of different colors in stock, but if I don’t have it, I’m on the phone to another dealer,” he says. “If a dealer calls me for product, he can have it, and I expect the same in return.”
“Snowmobile trails change and close because of landowner issues,” notes Harlan. “ATV and dirtbike riders are always looking for new riding areas. Local clubs do a great job of creating places to ride on private property, but we really need a statewide program.”
PARTS AND SERVICE
Lucky’s has three technicians and two parts salespeople. What’s in store for the new, larger dealership? “We’ll expand with new tools and definitely more parts,” says Harlan. “Right now we have some constraints on storage. For example, our parts room is really small. By expanding the new building, we’ll be able to stock more inventory and manage it more efficiently.”
PROMOTIONAL HOME RUNS
The dealership is right on a snowmobile trail. “We’re working on having clubs meet here,” says Harlan. “I’m the member of a dirtbike club that rides together every Thursday night. We’ll do the same with the snowmobile club.”
WORDS OF ADVICE
“Be nice to customers and have a good attitude,” says Harlan. “Our customers tell us that they like doing business here because it’s a fun place to come. If you don’t make your dealership enjoyable, people will go elsewhere. People will always buy on price, and that’s a huge concern. But it really comes down to the fact that they usually buy from whom they like.”
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