Dealership Year-End Data

Year-end data from Gart Sutton & Associates


The following compares the year-end 2008 and 2009 National Norms data compiled and averaged from multiple GSA groups. We have included the H-D National Norms as well.

In Table 1 we see just how tough this year has been for both metric and H-D dealers. That said, H-D dealers still hold much better profits than metric dealers.

Table 2 shows why H-D dealers are pulling more profit: better new-unit margins. Also, although not shown, they are now pulling used margins similar to the metric dealers. This has not always been the case in the past.

Note: Our Voyager 4 data reporting and analysis system is available for any dealership to use for a very nominal fee. For more information on our data reporting system, dealer 20-groups, on-site consulting or training, drop me an email at [email protected] or visit www.gartsutton.com.

P&A sales margins are mostly higher for metric dealers with the exception of apparel. The H-D apparel permits both higher volume and margins based on the strength of their branding.

As we have stated in the past, the goal for service is to hold tech compensation (not including benefits) to 30% of revenue in order to achieve the 70% gross profit necessary to pay the bills. Metric dealers did a slightly better job here.

Use this information to see what you can improve in your dealership operation. Get a handle on every aspect of your business. Measure, monitor and manage it so you will be around when this thing finally runs its course.

Moving on, the traffic log data in Table 5 reveals the huge difference in floor traffic between metric and H-D dealers. It should be noted that there are significantly fewer H-D dealers. However, metric dealers do a much better job of closing the deals.

Please use this data to help you in the coming year. Our goal is to provide you with the road signs to guide you. It is vital that you begin to track these numbers so you can take control of them. Survivors are proactive, not reactive.


You May Also Like

Misconceptions About Digital Retailing

They’re not buying online — they’re shopping.

digital retailing, online shopping, marketing

One of the effects of the COVID pandemic is that it sped up the evolution — and adoption — of digital retailing services. If they didn’t already before, consumers now expect to be able to research, purchase and have delivered almost everything from the convenience of a phone. Especially in light of how the automotive industry responded to the pandemic, with at-home test rides and easy online selling through sites like Carvana, whether you like it or not, consumers now expect the same of powersports dealerships.

Good Business as Usual for Pre-Owned Powersports

A snapshot of the pre-owned market and how to drive success this year.

NPA, pre-owned, powersports
Destination Dealership: I-90 Motorsports

I-90 Motorsports caters to both the techies in Seattle the rural folks of Central Washington with their varied interests.

Why Do Dealers Become Dealers?

Sometimes, you’re left wondering, why do we do what we do? I’m sure there are varying answers.

sales, technique, selling, motorcycles, dealership
How to Sell Upgraded UTV Tires

Displaying upgraded tires and wheels on showroom vehicles can drive up profit margins.

tires, UTV, side-by-side, tire

Other Posts

Apparel Pro: Sport Leather Jackets

When the classic leather jacket isn’t enough.

sports leather jacket, pants, sports bike, rider
The Story of Dainese

As technology evolves, so has Dainese.

Advances in PWC Technology

Integrated digital technology, use-specific functions and electric PWCs are the major focuses for OEMs today.

Taiga Orca Carbon
Selling to First-Time PWC Buyers

Address any misconceptions and become a key part of their research.

Sea-Doo, first-time buyer, PWC