In a world where mega dealerships with boutique atmospheres have become de rigueur, Vince’s Motorcycle Store (Lacey, Wash.) is almost the anti-dealership. Tucked away in the back corner of a small industrial park off the main thoroughfare, it exhibits none of the flash and shine of a modern Honda or Harley-Davidson megastore.

That doesn’t bother owner Vince Palazzo, since he doesn’t sell the big brands. Vince, along with his wife, Teri, and son, Matthew, operate a Royal Enfield dealership and also sell Hyosung, Q-Link, and Schwinn. Not that you’d know it by the lack of signage. Out front is a simple sign reading, “Vince’s Motorcycle Store.”

The path to selling Royal Enfield began over 35 years ago, when Vince rode and raced bikes and got a job as a gunk boy, eventually working his way up to parts manager at a dealership. It was then that Vince realized he didn’t always like the way the owners did business. So, in the early ‘80s he loaded his Ford van up
with his tools, bought $100 worth of advertising and began his own business: Mobile Motorcycle Repair. It was a gutsy move for a newlywed. Vince had no financial backing, funded the operation out of his pocket and put in a lot of extremely long days, and plenty of late night sorties to fix his customers’ bikes.

“After awhile, it just got crazy,” recalls Vince. “I was getting phone calls in the middle of the night to come over and tune up a bike. I finally realized that I needed a fixed location with fixed hours so that I could have a life with my family.”

He set up shop in nearby Olympia in 1984 and, ever the workaholic, he also kept the mobile repair service running, dubbing his entire operation Mobile Motorcycle Repair. It was a name that would not last. In his stint as a mobile repairman, Vince had developed quite a reputation among area bikers. They kept telling their friends about Vince’s new store, but never mentioned the business by name, referring to it as “Vince’s Motorcycle Store.” So, on his wife’s suggestion, the name was changed.

Like most repair shops, Vince’s sold a few used bikes and occasionally would dabble with an off brand bike. However, nothing really took hold until a customer asked about the Indian-built Royal Enfields.

“I had really never heard of Royal Enfield before becoming a dealer,” Vince says. “I had a good customer who wanted one, so I did some research and bought one on spec. Then the word got out, and I started carrying them.”

If you know anything at all about Royal Enfield, it is that these quirky, single-cylinder bikes aren’t for everyone. They aren’t freeway blasters, need a bit of regular tinkering to keep them running properly, and above all, need an owner who understands and appreciates their 1950s British technology. Simply put, they aren’t designed for the average rider.

Luckily, Vince immediately understood this and spends a lot of time educating his customers about the pros and cons of riding Enfield. He considers customer education an important part of the sale and will frequently talk a customer out of buying one if he feels it is not the right bike for them.

“If they think they can buy this bike and use it as a freeway commuter,” he says, “I try really hard to discourage them — It is not that kind of bike. If they buy the Enfield thinking they can do that kind of riding, they won’t be happy. I educate the customer about the type of bike this is and its purpose; it generally pays off. I get a satisfied customer and fewer problems with maintenance. I want customers who are happy with their bikes; it’s a better experience for them and it is good for us and for Royal Enfield.”

Vince has always made a point to spend a lot of time on customer education, and it has rubbed off on the rest of his family and his two full time mechanics, Kris Beasley and Richie Layburn.

“We really try to help our customers learn about the bikes and find what they want,” Teri Palazzo Says. “It is something that Vince has always done.”

In fact, according to Kevin Mahoney, president of Classic Motorworks, the importers for Royal Enfield, it is Vince’s dedication to customer service and education that has made the store a standout.

“We all like to say that we provide good service, but Vince and Teri actually walk the walk,” Kevin says. “He is a strong customer advocate and is successful for two reasons: hard work and customer service. We do not have one other dealer that we get so many compliments about. He is one of our very best dealers.”