What draws motorcycle customers to certain brand names and reject others? According to a new study by J.D. Power and Associates, the answer lies with dealer-related issues.
The study analyzed why motorcycle buyers considered one brand of motorcycle, yet chose to buy another.
The reports says that 51 percent of new motorcycle shoppers said that dealer-related issues were the reason they rejected a brand.
One forth said that the inability to test ride a bike was a factor in their decision. Other reasons for brand rejection include lack of available bikes or that superior customer service was provided by competing dealership.
“To avoid losing customers due to dealer-related issues, it’s important for dealers to better manage customer expectations,” said Tim Fox, research manager of the powersports practice at J.D. Power and Associates. “For example, making customers aware before they arrive at the dealership why they can or cannot test ride a particular motorcycle may help brands convert more shopper visits into sales. Since dealer-related issues can be controlled to a certain extent by dealerships and brands, focusing on meeting customer expectations in this regard can result in improved customer perception of a brand as well as lower rejection rates.”