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Powersports Business Industry's prospect satisfaction scores drop

Powersports Business
Industry's prospect satisfaction scores drop

May 2011

All but one motorcycle brand's dealers declined in their year-over-year Prospect Satisfaction Index (PSI) as measured in a benchmarking study by independent company, Pied Piper Management Co., LLC. Overall motorcycle industry performance declined across a majority of the sales process activities tracked by the study, which led to lower PSI scores for 13 of the 14 major brands. Only Husqvarna didn't decline, as it maintained its PSI score of 90 it had achieved in last year's study.

“What I find very interesting is that from 2009 to 2010, the industry PSI scores went up,” explains Fran O'Hagan, President and CEO of Pied Piper Management Co., LLC. “If you think about it, in that time period, the motorcycle industry was hating life, but the industry's scores went up. Why did the scores go up so much last year and then go back down this year?”

The drop, O'Hagan suggests, is likely due to staffing issues at dealerships. Throughout the recession, dealerships cut back on staffing, including in the sales department. Indeed, in a recent study conducted by Powersports Business, 50 percent of the dealership respondents suggested they reduced staff levels in 2010.

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Dealernews Victory Motorcycles maintains No. 1 ranking in Pied Piper study

Dealernews
Victory Motorcycles maintains No. 1 ranking in Pied Piper study

May 2011

Victory Motorcycle has again earned the top spot in the Pied Piper Prospect Satisfaction Index (PSI) U.S. Benchmarking Study. Victory is followed by Harley-Davidson in second place, and Ducati and Triumph, which tied for third, with BMW and Yamaha rounding out the top five spots. According to the report, all of these brands scored above the industry average.

The independent Pied Piper PSI study employed 1,967 anonymous “mystery shoppers” to visit motorcycle dealerships across the nation in order to “measure how effectively each brand's dealerships helped motorcycle shoppers become motorcycle buyers,” according to Pied Piper. The study is now in its fifth year.

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Press Release: VICTORY MOTORCYCLE DEALERS RANKED HIGHEST BY 2011 PIED PIPER PROSPECT SATISFACTION INDEX(R)

Press Release: VICTORY MOTORCYCLE DEALERS RANKED HIGHEST BY 2011 PIED PIPER PROSPECT SATISFACTION INDEX(R)

May 2011

MONTEREY, CALIFORNIA – May 2, 2011 – The Victory Motorcycle brand from Polaris Industries, Inc. maintained its top ranking in the newly released 2011 Pied Piper Prospect Satisfaction Index(R) (PSI(R)) U.S. Motorcycle Industry Benchmarking Study. Harley-Davidson finished second, while Ducati and Triumph tied for third, followed by BMW and Yamaha, all of which scored above the industry average.

2011 marked the fifth year for the independent Pied Piper PSI benchmarking study, which sent 1,967 hired anonymous “mystery shoppers” into motorcycle dealerships nationwide. The study measured how effectively each brand's dealerships helped motorcycle shoppers become motorcycle buyers.

Victory defended its top ranking despite a lower PSI score compared to the previous year. Overall motorcycle industry performance also declined across a majority of the sales process activities tracked by the study, which led to lower PSI scores for thirteen of the fourteen major motorcycle brands.

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