Bike dealers keeping up with trends, economy

By The Numbers for Week 8 of the Prep Football Season
October 28, 2015
Lafourche, Terrebone Halloweens moved to Friday
October 28, 2015
By The Numbers for Week 8 of the Prep Football Season
October 28, 2015
Lafourche, Terrebone Halloweens moved to Friday
October 28, 2015

Houma motorcycle shops are relying on their knowledge of the market and strong relationships with customers to weather the local economic malaise.


Those in the business are focused on keeping up with what’s hot in the streets to entice both first-time and returning customers. According to Brian Elliott, sales manager at Mike Bruno’s Bayou Country Harley-Davidson, touring bikes have been in high demand the past few years.

“Our touring bikes tend to be the most popular, which would be the Street Glide, the Ultra Classic, the Limited,” Elliott said.

Touring bikes are “fully-dressed,” with saddlebags and tour packs on the rear, and are designed for long-distance riding, according to Elliott. He said that the local terrain is an important factor in what’s popular at a dealership.


“Each market can vary slightly, depending on the area that they’re riding in. If it’s a lot of open roads, more longer-distance commuting for work, I would imagine they sell more of the larger bikes,” Elliot said. “If it’s a small rural town, then the small bikes would go more.”

The three bikes won’t come cheap, with some going for as much as a new car. On the Harley-Davidson website, the Street Glide starts at $20,899, the Electra Glide Ultra Classic is listed at $23,549 and the Ultra Limited costs $26,399.

Another trend that has popped up in the last few years has been the threewheel motorcycles, known as trikes. Elliott said that sometimes more customers have been coming in asking about the trikes than his store has been able to supply. Their recent appeal has to do with reducing the rigors of riding a two-wheel motorcycle for those with health conditions or leg issues.


“It allows them to still get out on the road and escape, still get their wind therapy, and not have to worry about holding a bike up at a red light in a slick, wet, oily surface in the rain,” Elliott said.

Paul Miller, owner of Motorcycle Specialties, said that he has seen an uptick in trikes at his service shop over the last six or seven years. While he also notes the health benefits associated with trikes, there is also a different feel to the new models that have two wheels in the front instead of the classic design with two in the back.

“It actually changes the whole way that it drives. The newer ones with the two front wheels are quite a bit more sporty-handling than the traditional three-wheel styles were,” Miller said.


The more enterprising owners could then come back later and start to customize their motorcycles. According to Elliott, common modifications include customizing the wheels and getting longer saddlebags to give the bike a more stretched-out look. However, one customization is king: exhaust.

Miller seconds Elliott’s opinion on exhaust. Miller said that getting new pipes to change the look and the sound on their bikes are usually one of the first additions owners pursue. A big driver for exhaust upgrades can just be a new owner riding socially, according to Miller.

“A lot of people buy new stuff, and basically if they’re riding with friends who already have exhaust systems done to theirs, they can’t hear their own running,” he said.


Miller described the exhaust mods as “not necessary, but a thing the majority of people want.” At his shop, an exhaust system can run anywhere from $400 to $1,400, depending on the bike and how close to the top of the line riders want to get. According to Miller, about three-quarters of the exhaust systems he sells are for sound rather than aesthetics.

Miller has owned Motorcycle Services since 1984. He said that about “60 to 65 percent” of his work is comprised of maintenance and regular service that bikes need. People modifying their bikes constitute the rest of his sales.

Another modification that has gained popularity has been the addition of LED lights, which can improve the lights already on the bike or add a glowing aura under it. While the lights tend to appeal to a younger rider, Miller said that he has seen some older owners adding lights to their touring bikes. According to him, the motorcycle lifestyle can override generational gaps.


“When you’ve got enthusiasm for motorcycles and motorcycling it can kind of transcend age and everything,” Miller said.

These dealers are hoping that enthusiasm for motorcycles will carry their businesses through Houma’s economic downturn. As the oil price has tumbled, jobs and money in the economy have gone with it. Miller said that he’s heard firsthand about the hardships the area is facing.

“Not a day goes by that we’re not getting another story about a guy that has either had his hours cut or gone all the way to being laid off,” he said.


Motorcycle Specialties’ owner said that the weak economy and advent of Internet and mail order parts sales present challenges for his business. In these lean times, he is working with fewer employees and doing more hands-on work when he can. He’s also trying to be as competitive as he can in pricing.

However, he’s been able to stay afloat because of the unique sense of community among bike owners. The customers he’s worked with over the last 31 years have not deserted the business during the downturn.

“Everyone builds their own customer base. I’m just really, really happy and proud that we’ve got the loyal customer base we got,” he said.


Miller said he prefers to let his work do the job of getting new business.

“Everything I do is word of mouth, referrals. I’ve got third-generation customers now. It’s kind of gratifying when it comes down to that,” he said.

That same sense of community is what those at Mike Bruno’s are banking on to get through this storm as well. The approximately 25,000-square-foot location on Martin Luther King Jr. Boulevard offers a wide selection of every different kind of bike. Customers waiting to be helped can sit down in a comfortable lounge area with couches, televisions and popcorn.


Elliott said customers like to hang out at the store for recreation instead of shopping. The store hosts events such as a steak night or Taco Tuesday, where owners will ride together to different restaurants to eat. Mike Bruno’s also hosts rides that raise money for charitable causes. Just this month, the store has had fundraising rides for breast cancer awareness, the Blue Star Mothers of Louisiana and to raise money for medical costs for a child born with a rare form of dwarfism.

According to Elliott, that sense of togetherness in the Harley community has existed for a long time.

“Now all Harley drivers are passionate about what they ride and the brand, so they have that thing in common and it’s the common interest that bonds them. Whereas a car is more of a necessity, this is more of an escape,” Elliott said.


Elliott said local sales of bikes have dipped with the economy. However, sales to customers outside of the store’s normal market have grown, according to Elliott. He credits that growth to the work of his sales staff.

“I would say just because of us being very aggressive, trying to make the most of the customer’s experience when they come in. So, we’ve sold quite a few of our bikes to areas outside of our territory, more than half our sales the last couple of months,” Elliott said.

According to Elliott, while the price of gas affects the local economy, customers do not choose to get a bike to save money on gasoline. Rather, they are usually looking at the lifestyle around bikes.


“If they’ve been in the Harley family, then [buying a bike is] just part of their lifestyle. If they’re new to Harley, it’s something they’ve wanted on average for about 18 years, so they’re finally fulfilling a dream,” he said.

Miller remembers the 1980s and how tough it was for everyone in Houma. He understands that the economy fluctuates and will eventually return with strength. While the up-and-down nature of the market poses its challenges, the hogs’ hold on his heart will keep him around.

“It’s been a long go now. I’ve really enjoyed it. If you’re a motorcycle guy, you’re a motorcycle guy,” he said. “You’re going to love motorcycles, and it’s hard to ever give them up.” •


An overhead shot of one side of the showroom at Mike Bruno’s Bayou Country Harley-Davidson. The bike shop fosters a sense of community among its customers to keep up sales.

 

KARL GOMMEL | THE TIMES