Changes at Gengras

By Bud Wilkinson 

Ever since Gengras Harley-Davidson bought the BMW and Triumph franchises from Canton Cycles in Winsted and brought them to East Hartford in mid-2006, pairing them with Ducati, it has acted much like a nerd in an unlikely relationship with a supermodel – unsure of how to treat its striking European brands.

Initially, Gengras gave the Euro brands their own separate store, but later them brought into the same building as the Harley franchise, merging the parts and service departments in the process. Talk about an unlikely marriage of disparate motorcycle cultures. Over the past 4½ years, Gengras has also ripped through general managers on a seemingly annual basis.

From a rider’s perspective, Gengras has always seemed like a slick car company that just happens to be selling motorcycles on the side, putting unit sales ahead of relationships. That’s not a recipe for appealing to riders. Unlike car buyers who shop for the best deal, make a purchase and drive off, motorcyclists seek a more lasting bond. The best motorcycle dealers position themselves as destinations, as gathering spots, as places to find a bad cup of coffee, a good conversation and some ideas of what models might be fun to consider in the future.

The benefits to this approach are good word of mouth – the best advertising there is – as well as the sales of parts and accessories. How many times have you wandered through a friendly dealership and decided on the spur of the moment to purchase some logo-wear, some bling for your bike or even some chain lube? How many times have you sat on a new (or used) bike, gone home and thought about, come back and been pleased to find the same knowledgeable sales person or owner just willing to chat?

I’ve had those experiences many times at other dealerships. That’s not to say I’ve ever been displeased with Gengras, either, as I’ve had good experiences with their service department. It’s just that I’ve never felt that Gengras understood or truly appreciated the mentality of motorcyclists – no matter their brand allegiance. I’ve always felt a bit like I was getting a car dealer hustle instead of a motorcycle dealer soft-sell when I walked through the doors.

That may be slowly changing – finally. Plans are underway to separate the Harley and BMW-Ducati-Triumph parts and service departments. As of a week ago, the Harley and Euro stores have separate general managers as well. Jim Taylor, who had overseen the entire operation since May, is now in charge of the Euro lines and Bob Szymanowski is running the Harley store.

During a visit by RIDE-CT, Taylor reported that BMW-Ducati-Triumph parts and service will move by the end of February into a separate facility across the parking lot from Harley and Euro showrooms, which are in the same building but with separate floor plans. He also announced that Ralph DeLuco, the former majority owner of Canton Cycles, (has been hired) as director of parts and service.

Other changes are being contemplated, including a name change for the Euro store that wouldn’t include the Gengras name.

As we walked through the upper showroom, Taylor also emphasized the need for the dealership to bulk up on riding gear and accessories. Meanwhile, a redesigned website at gengrasmotorcycles.com was unveiled this week, too.

In chatting, Taylor refuted a report this week in the Yankee Beemers motorcycle club’s newsletter “Boxer Shorts” that “Ducati will no longer be carried” by Gengras. “We haven’t terminated. We’re still an authorized retailer and service center,” he said, explaining that the dealership did quibble with Ducati when the Italian bike maker requested a minimum order for 2011. Taylor said he initially balked because of unsold inventory from previous years that has now largely been sold.

The Ducati situation does remain under review.  “We would love to keep the brand and keep all the brands intact. It’s an economic decision,” he said.

Here’s hoping that Gengras is now truly coming to the realization that selling motorcycles is different from selling cars because the customers have different mindsets and different expectations. There may be different cultures that separate Harley riders with the Euro counterparts, but all riders seek a welcoming place to congregate and recognizable faces who know bikes, love bikes and actually ride bikes – something car owners don’t require.

DUCATI DROPPED BY MAX BMW

Unlike Gengras, Max BMW in Brookfield (formerly Cliff’s Cycle Revolution) has abandoned Ducati and made its new Connecticut store exclusively Beemer – just its stores outside Albany, N.Y. and Portsmouth, N.H.

“Ducatis are great and so are the customers. However, I feel that it is best to remain the Northeast’s only exclusive BMW dealer,” said dealership owner Max Stratton in an email. “I like to stay focused and keep our staff focused. It’s the best thing for our customers.”

(Originally published “The Republican-American” on Jan. 8, 2011.)