Electronics Market Report 2009
“The customer profile is evolving. We still sell a lot to racers and weekend warriors looking for the best performance and the most adjustability, but there is also a huge proportion of recreational riders out there who are mainly looking for a more comfortable ride and products that are easy-to-use,” stated Patrick Tellier of Elka Suspension. No matter which group they belong in, your customers need you to be educated on the benefits and features of these products and to help, we’ve contacted a number of ATV suspension providers to get the skinny on their latest products.
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The Pro Air front shocks for ATVs, UTVs and snowmobiles are very tunable on the racetrack, informed Custom Axis Racing Shocks spokesperson Andy Lambert. “We have a patented dual air chamber for ride height and main spring adjustments, as well as crossover control,” he explained. There are more lightweight shocks and components now available, Lambert told us, and weight savings have become their main focus. There are too many new shocks to choose from and the average customer/racer gets so confused as to whether they should buy the best looking, or the best performing product, he noted, adding, “We try to achieve both.” Air suspension is the future, he continued, and it has become a huge opportunity for Custom Axis to innovate. “Our new air products work great and are patented so that no other brand can compare,” Lambert stated. Sales are slightly down, due to the economy, he reported, however, the company is experiencing a nice incline in sales with some new upgrades to their current product line. “Trust the manufacturer with setup questions,” he advised dealers, “They know the products inside and out. In many cases, it’s our own technicians, as well as professional racers, that test our products. We know how to diagnose and correct any issues the rider may be experiencing because we have experienced them ourselves.”
Custom Axis Racing Shocks
www.customaxisshocks.com
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Race Tech spokesperson Todd Davis reported the company now offers hp spring kits, gold valve shock kits, rebuild and replacement parts, accessories, etc. for KTM 450/525
SX, Yamaha YFZ 450R, and Can-Am DS 450 models. “Race Tech’s DVS system calculates custom setup and personal settings for each rider based on their weight, riding style and vehicle,” Davis said. He added, “Each model’s OEM suspension can be serviced,
re-valved and/or parts replaced. This is a huge benefit available to customize the stock suspension components for the rider on all ATV models.” There has been an increase in demand for OEM shock services and replacement parts since stock units are much more re-buildable than they have been in the past, he noted. Davis told us he has noticed two main issues concerning the ATV market. “First the worsening economic situation as it affects recreational vehicle use and travel and second, the youth bike/ATV ban is a terrible situation for dealers who are already struggling,” he explained. Race Tech’s ATV sales are up in 2009, he continued, and the company has worked very hard to introduce a complete product line for sport model ATVs. “Consumers should be educated about the suspension on their vehicle and how a proper setup will help the riding and control of the vehicle,” he reminded dealer/retailers. “Gather as much information as possible about the customer’s wants and needs, riding style, terrain and skill level,” he advised.
Race Tech
www.racetech.com
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Glen Urquhart, director of the ATV segment at Tucker Rocky Distributing, stated, “Our newest suspension item is a custom kit, which includes front shocks from Elka and A-arms from Lone Star.” The Elka shocks are custom built to the rider’s specific weight, riding ability and riding type, he explained, and they are matched with a set of high-quality Lone Star A-arms. Front end suspension kits are becoming more popular, Urquhart noted, and the new
Elka/Lone Star kit makes it possible for parts departments to have all of the needed components in one box. Thanks to the new concept of kitting, Tucker’s suspension sales are up over the prior year, said Urquhart, who concluded by reminding stores, “We do all of the mixing and matching for them under one part number.”
Tucker Rocky Distributing
www.trdealer.com
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Whether your customers are looking to upgrade the performance of their quad, or to just make their riding experience smoother, knowing the benefits and features of the various ATV suspension systems can help them find just the right system for their needs. We’d like to thank all of the companies who participated in this segment and urge our readers to take a look at our coverage of ATV exhaust, elsewhere in this issue.
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