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Eye On AIMExpo: Bring On The Distribution

Over the last few years, one thing show organizers have heard over and over again is the need to bring in significant distributors to make it more worthwhile for dealers to attend the show.


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Last year, AIMExpo brought in both CEOs of Harley-Davidson and Polaris Industries to speak to dealers on opening day and to display their wares on the show floor. The work that went into gathering these two companies and CEOs at the same time was incredible, as I’m sure the gang at MIC Events can confirm. But this year they’ve done it again with not just one mega powersports distributor, but two!

Parts, Garment and Accessory (PG&A) distributors are the lifeblood of the powersports industry. They keep dealers and their customers supplied with the latest apparel and aftermarket goods. The largest of which, Parts Unlimited/Drag Specialties, as well as Tucker Rocky/Biker’s Choice, will be represented at the 2018 AIMExpo presented by Nationwide in Las Vegas this October.

Over the last few years, one thing show organizers have heard over and over again is the need to bring in significant distributors to make it more worthwhile for dealers to attend the show. This is precisely what the MIC folks have done with signing Tucker and Parts as exhibitors (Parts is signed on for two years!). And it’s not even summer; there could be more!


Founded in 1967 by Fred Fox, Parts Unlimited/Drag Specialties is the world’s largest distributor of powersports aftermarket parts and accessories and is owned by LeMans Corporation, which is headquartered in Janesville, Wisconsin. Along with sister companies, Parts Canada and Parts Europe, they sell to dealerships worldwide. The company portfolio includes noted brands Thor, Icon, Moose, Z1R, Arctiva, Slippery and AMS.

“Parts Unlimited has deep roots in the industry and it’s pivotal to be among our peers to assess the health of the sport and industry while also creating the opportunity to make connections with new and existing dealers and vendors,” said Mike Collins, CEO. “The MIC-produced event provides a highly important place for powersports businesses to come together.”

While AIMExpo has proven to be an excellent platform for OEMs and consumers, it has been a challenge to bring in dealers and some of the powersports aftermarket. However, we would argue that there is no better place to do business in this industry than AIMExpo. And with the show being in Las Vegas this year, dealers may not even need luck to walk away a winner.

Tucker Rocky also recognizes the critical role dealers play in the future of the powersports business and has reaffirmed its commitment to them by engaging with dealers and joining the industry in Las Vegas. As one of the leading distributors of motorcycle and ATV aftermarket parts, accessories and apparel, Tucker Rocky offers tens of thousands of products to its vast dealer base.


“AIMExpo is a great venue to engage dealers and to showcase new products with our brand partners,” said Kenan Ikels, vice president of sales and marketing, Tucker Rocky. “The Motorcycle Industry Council-produced show serves an important purpose as the place for the industry to come together for business today while building a future path for dealers and the rest of the industry. That’s why Tucker Rocky will be in Las Vegas, and we invite our customers
to join us.”

These distributors will be a vital addition to the annual platform that brings the industry, dealers, vendors and media together in one place at one time to highlight key brands and showcase new products, conduct business, network and address industry challenges and opportunities.

“The addition of two major powersports distributors such as Parts Unlimited and Tucker Rocky to AIMExpo presented by Nationwide signifies the platform’s value and importance for all industry constituents,” said Larry Little, vice president and general manager, MIC Events. “Post-show research confirms that meeting with distributors is a top reason for dealers to attend the event, and we look forward to partnering with them to expand the core value for dealers joining the greater industry in Las Vegas and Columbus.”


The sixth-annual event makes its West Coast debut this October 11-14 at the Mandalay Bay Convention Center in Las Vegas, where it will again serve as the rallying point for collectively moving the powersports industry forward.

“This is a crucial time in the powersports business, and we look forward to working closely with these distributors, communicating to their dealers the value of attending this year’s AIMExpo presented by Nationwide and uniting the industry in Las Vegas,” Little concluded.

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