Delta Powersports-Lathrop, Calif.-July 13, 2009

CONTACT
Delta PowerSports
17605 S. Manthey Road
Lathrop, Calif. 95330
209/858-1151
www.deltapowersports.com

OWNERS
Kevin Williams and David Adams

BUSINESS PROFILE
President Kevin Williams and Vice President David Adams were both in different careers and looking to do something “more enjoyable,” noted Adams. Polaris ATVs and Rangers were largely under represented and Victory wasn’t represented at all in and around San Joaquin County in California, which is now what they carry, says Adams. They are, however, considering expanding their model lineup. “That’s necessary for the success,” he noted. “It’s not that we haven’t been keeping those lines of communications open. It just hasn’t come around yet.” The dealership also sells used vehicles, but can’t keep them in stock. “We do get a few (used units), and as soon as we get them, they’re sold,” he said. “It’s tough to get used of anything right now.” Located on what is said to be the largest highway in the West, I-5, Adams says about 180,000 cars pass the dealership every day. Attracting people to the dealership isn’t the issue, Adam says. “The problem for all of us is moving the new units with the banks and lack of confidence with people.” He adds Delta PowerSports is located in the worst part of the country as far as the foreclosure rate. “The banks look at us negatively just because of the location,” he said. “They claim they don’t, but it’s pretty obvious they do. You have to call them on it and fight with them, push and show them that there’s an error in their ways. You have to be a lawyer almost and argue your case. As hard as it has been, we feel good that we’re able to stay in business. There are dealerships of every kind that are dropping like flies.” To help boost business, Adams and other staff have been visiting people in the farming industry, including ranches and wineries, to sell ATVs and UTVs. “That’s really the best way to sell to the farming community,” Adams said, adding that they also joined the Farm Bureau.

GREATEST CONCERN
Government intervention was the first thing Adams brought up when asked his greatest concern. He said that includes everything from the ban on certain youth ATVs and off-road bikes to, “squeezing down the available land that can be used to ride on.”

WHAT’S HOT
“Ranger RZR S because it was a new model this year and it was a derivative of the popular RZR,” said Adams. “They upgraded it to more or less mimic what people were building the RZRs into. The suspension package is already complete, and they can buy it right from the factory. It’s cheaper to do it that way. It’s been a real hot seller.”

CUSTOMER BUYING TRENDS
“(Consumers) are slightly, and I say slightly, more confident in their shopping,” said Adams. “They believe they can buy something. Where just even a month or so ago, there was no confidence whatsoever. I’m not saying it’s good, but it’s slightly better.”

PARTS AND SERVICE
Delta PowerSports has a 3,000-square-foot service department. Adams says the bright spot is their staff. “We have a 17-year veteran technician and 10-year veteran service writer,” he noted. “They have been our shining stars. Service is
100 percent, and there’s nothing wrong there. We hope to eventually have three techs.”

PROMOTIONAL HOME RUNS
Being that Delta PowerSports is one of the very few Victory dealers in and around the Lathrop area in California, Adams says events have helped the dealership attract a lot of attention. Delta PowerSports hosts a bike ride one Thursday night a month, and they attend numerous other events. “When we take Victory Motorcycles to events, they’re very unique,” he said. “That puts a spike in our Web site use better than anything.” The dealership also has done traditional advertising, including radio, Cycle Trader, penny savers, and Adam notes they use the newspapers sparingly. “The radio brought a lot of people, but it didn’t bring a lot of buyers,” he said. “We still have a lot of people come through the store. We’re not concerned about that part. They just have to be able to buy.”

WORDS OF ADVICE
“Be out in the public and support the events. That’s definitely been the biggest thing that’s helped us,” Adams said. “They see the machines and they say, ‘Oh yeah, those are real. I just didn’t see them on TV or Internet.’ It does something to them. It changes their perception.”
— Karin Gelschus