Sturgis

Sturgis: 85th Rally Brings Record Breaking Results for Museum

 

The Sturgis Motorcycle Museum & Hall of Fame announced that the 2025 Sturgis Motorcycle Rally was "it's most successful to date, with record-breaking attendance, sales, and community support." The museum's success mirrors the overall rally's impressive turnout, which saw a significant increase in visitors over previous years.

"The increased attendance we saw this year reflects the connection the museum has with this passionate community of riders," said Executive Director Heidi Haro. "We are thrilled by the enthusiasm and generosity shown by everyone who visited."

The City of Sturgis reported a strong rally with vehicle traffic up 14.1% over last year and an 11.3% increase over the five-year average. Mobile device tracking also indicated a higher number of unique visitors than in previous years.

Against this backdrop of heightened visitation, the Museum posted a 15% increase in overall attendance and a 20% rise in merchandise sales compared to the previous year. The annual Hall of Fame breakfast, a cornerstone event for the museum, sold out months in advance, underscoring the strong interest of the rally attendees.

The success was bolstered by several key events and notable contributions. A new event, "Pearl's Jam," drew hundreds of attendees and focused on celebrating women in motorcycling.

The event featured notable figures such as Rally Grand Marshal Gloria Struck, acclaimed designer and fabricator Theresa Contreras, and Harley-Davidson's Karen Davidson. It also featured the debut of the long-form trailer for upcoming feature film "Iron Lilly," about the life of Sturgis Hall of Fame inductee Lillian Farrow. "Pearl's Jam" also generated $11,000 in sponsorships and grants.

Philanthropic efforts and generous donations further propelled the museum forward. Well known riding group The Hamsters donated a remarkable $109,000 in auction proceeds from their annual Sturgis banquet and in another show of support, collector and television personality Richard Rawlings contributed a generous $10,000. There were numerous additional donations throughout the week.

The museum's robust performance was also reflected in its digital communications, with social media traffic surging by 293% during the rally period. Tagged or mentioned content saw a parallel rise of 245%, showcasing a dramatically increased online presence and engagement.

"We couldn't be happier with the results of the rally," said Museum Board Chair Paul "Fozzy" Fosdyck. "This is a direct result of the creative approach and hard work of the Museum's staff and volunteers."

www.sturgismuseum.com

News Briefs

Polaris is to donate $1m to advance ATV and UTV safety through its home state's 4-H Youth Development program - part of University of Minnesota's plan to expand critical all-terrain and utility vehicle safety education and training programs. 4-H adult volunteers will also have the opportunity to be certified in the ATV Safety Institute's "Train-the-Trainer" safety certification.

Polaris Inc. (NYSE: PII) declared a regular quarterly cash dividend of $0.67 per share payable on September 15, 2025, to shareholders of record at the close of business on September 2, 2025.

Dainese, the Italian motorcycle gear and apparel company, has been sold by Carlyle Group for € 1 to London based Arcmont Asset Management and HPS Investment Partners. The transfer of ownership follows a period of financial losses at Dainese, with the company reportedly being some € 300m in debt. The new owners have acquired Dainese as part of a restructuring plan - essentially a debt for equity swap (aka a 'debtor in possession' acquisition) that gets Carlyle off the hook for part of their original acquisition cost only. This is the latest stage in a fall from grace at the hands of sequential Private Equity investors. Founder Leo Dainese first sold the business he had loving built to Investcorp (the Bahrain Sovereign Wealth Fund) for € 285m in 2014. Investcorp financed that acquisition with credit provided by Arcmont and HPS. Investcorp flipped Dainese to Carlyle Group for an eyewatering enterprise value of € 630 million in 2022. 

An 11-year-old youth motocross racer - Raycin Kyler of Florida - made history as the first female to capture the AMA National Championship in an open class (65 cc, 10-11 Limited class) at the 44th Monster Energy AMA Amateur National Motocross Championship (the world's single-largest motocross event) at the Loretta Lynn ranch.

At the end of July, Zero Motorcycles announced that it had made the first dealer deliveries of its X Line models to dealers. "The delivery of the first X Line bikes is a major milestone for Zero and for the future of off-road EV performance," said CEO Sam Paschel. "It's the start of a new chapter in how adventure riding is experienced. With the XB [$4,395] and XE [$6,495], we're making electric motorcycles more accessible and approachable for riders everywhere. Over the next two years, we will introduce six new models priced under $10,000 across multiple new vehicle segments, expanding access to more riders."

John Penton

John Penton Passes Away 

AMA Motorcycle Hall of Famer and founder of Penton Motorcycles John Penton - one of motorcycling's most influential and well-known figures - has passed away, just a few days after celebrating his 100th birthday. 

Born in 1925, Penton and his brothers learned to ride after reviving an old 1914 Harley-Davidson they found in their barn. But when World War II began, Penton shifted his emphasis to defense of the country, serving during the war as a Merchant Marine and in the Navy.

After the war, he bought a used Harley-Davidson Knucklehead, heading with his brother Bill to Lansing, Michigan, to ride in the grueling Jack Pine 500-Mile Enduro in 1948. It was at that race that Penton realized that the days of larger bikes like Harleys and Indians were likely numbered in races like the Jack Pine when he saw a lighter, nimbler BSA beating the more powerful bikes.

Penton returned to the Jack Pine the next year on a B-33 BSA and finished second, which was the beginning of his mission to find a smaller, lighter and better-performing enduro motorcycle.

Penton went on to open a motorcycle dealership with his brothers while also continuing to race, winning the Ohio State Enduro Championship and many other enduros throughout the Midwest. In 1960 he won the AMA's Most Popular Rider Award.

Later becoming a Husqvarna distributor after winning the Jack Pine aboard a Husky in 1966, Penton toured the Husqvarna factory in Europe in 1967 and tried to convince the manufacturer to begin building lightweight off-road machines, which Penton saw as the future of off-road riding and racing.

His idea was met with a lukewarm reception, so he went to visit the KTM factory in Austria, where his idea of a lightweight off-road bike was greeted with slightly more enthusiasm. He offered to put up $6,000 of his own money if KTM would build a handful of prototypes to his specifications, and KTM agreed.

In early 1968, Penton took delivery of six Penton 100 cc prototypes, promptly entering them in races and putting other top riders on the bikes. Right from the start there was a big demand for the Pentons, which were lightweight and inexpensive, and in the first year over 400 were sold. More than a decade later, over 25,000 highly-competitive Penton motorcycles had been sold in America.

Penton's innovations also included improving boots for off-road riders by working with Alpinestars of Italy to produce the legendary Hi-Point boots.

For his innovation and contributions to the industry Penton was inducted into the AMA Motorcycle Hall of Fame in 1998.

www.AmericanMotorcyclist.com

Motorcycle Storehouse

MCS adds Italian Made VPerformance Exhausts

Netherlands-based specialist Custom and V-twin parts distributor Motorcycle Storehouse has announced the addition of VPerformance Exhausts to its brand line-up.

VPerformance is an established brand designed and manufactured near Milan by Arcas Industrie (of QD Exhaust fame). Noted for its performance, quality materials, finish and looks, its exhausts are backed by a generous, extendable warranty program.

The range includes a wide range of homologated exhausts for American V-Twin models – selected Indian motorcycles as well as Harleys.

Engineered for maximum output and throttle response, while delivering a deep, aggressive sound the range includes full systems and slip-ons manufactured in top-grade stainless steel and titanium, with ceramic coatings and carbon fiber detailing options.

"We've always believed in partnering with companies that share our passion for the industry," said Manuel De Liso, Founder of VPerformance. "Motorcycle Storehouse is one of the most respected names in the European aftermarket, with a proven ability to connect premium brands with passionate riders. We're proud to join its portfolio and confident that, together, we can bring the unique sound, style and quality of VPerformance to a wider audience than ever before."

MOTORCYCLE STOREHOUSE BV

www.motorcyclestorehouse.com

S&S Cycle

S&S - HPT496 Cam for M8 Models

Available in chain and gear drive versions, this all-new cam "is everything you have wanted in a bolt-in cam," says the Viola, Wisconsin based Masters of 'Proven Performance. 

"The idle lope sounds racy, but under power it really starts to sing, and, best of all, it makes significant power jumps. Designed to work with stock or S&S rocker arms and springs, the HPT496 is a very straightforward install. Bolt it in and it really wake up any M8. 

"How awake? Well, when we installed it in a 2023 ST117, there was a 29 hp gain and a 7.8 lb-ft torque gain. When installed in a 2022 Touring 114, we saw a gain of 47 hp and 22.9 lb-ft of torque. For transparency, both of these bikes have an S&S air cleaner and exhaust. But who bolts in a cam and leaves the airbox and exhaust stock?"

But is this really a bolt-in cam? "We know that the internet-certified mechanics will tell you that the HPT496 won't work in a stock M8, but they are wrong.  The stock rocker arms have different ratios of allowance from our upgraded S&S Cycle Rocker Arms. If you choose to leave them stock (we're not sure why you would, but you could) the HPT496 will have a lift of .485, which is the limit for bolt-in lift. 

"With our S&S Cycle Rocker Arms the HPT496 has a lift of .496 (hence the name). Either way you are looking at a huge upgrade over stock performance!"

S&S CYCLE INC.

www.sscycle.com

Zodiac International

Zodiac International - Additions

Performance Machine C4-Series Air Cleaners

Performance Machine's C4 Series Air Cleaner features a "ground-breaking appearance" with weight savings and performance gains "that embody the essence of racing and modern design." Features include a stylish, sculpted ultra lightweight, UV-resistant carbon fiber shell and a forward-facing reverse cone filter element. A rain sock is also available.

Fitments include Keihin CV carbs on Evo Big Twins 1993-2000 and Twin Cam 1999-2006; cable operated Delphi Fuel Injection on Dyna 2001-2017, Softail 2001-2015 and Touring 2002-2007; TBW Delphi Fuel Injection on Touring 2008-2016, Trike 2009-2016, Softail 2011-2017 and Dyna Low Rider S 2016-2017; 107/114 ci Touring 2017 to present; 117 ci Touring 2017-2023; all Trikes 2017 to present; all Softail 2018-2024; 121ci Touring 2023 to present; 117 ci Touring 2024 to present and all 2025 Softails.

Rick's Aluminum Clubstyle Handlebars

Made in Germany from high-strength, lightweight 6061-T6 aluminum, Rick's Clubstyle handlebars have a 3.6 mm wall thickness and 1.25" (31.8 mm) diameter in the riser clamping area - "offering 25% more stability than other manufacturers." They are finished with a hard black anodize and tapered to a 1" (25.4 mm) diameter at the ends - to take OEM HD switches, levers and grips.

TBW-Gen.1 bars are notched for electronic throttle as on CVO Softail 2011-2015; all Softail 2016-2024; 110ci FXDLS 2016-2017; all Trike 2009 to present; 96, 103, 107, 110 and 114 ci Touring 2008 to present and 117 ci Touring 2018-2023. These bars are notched and approx. 17/32" (13.5 mm) shorter at the right side for the Throttle Grip Sensor that slips into the handlebar.

TBW-Gen.3 bars have the dowel pin holes for the handlebar controls and electronic throttle as on 121ci CVO Touring 2023 to present; all 117 ci Touring 2024 to present and all Softail 2025 to present. They are available in 1.9" (48 mm), 3.2" (82 mm) and 4.35" (110 mm) rise.

Solo Grips for Helix TBW models

These grip sets are available in chrome or black finish for CVO Touring 2023 to present, 2024 to present FLHX Street Glide and FLTRX Road Glide and all Softail 2025 to present.

Tuck & Roll Spring Solo Seats

Black vinyl covered solo seats with a steel base, featuring two 5/16"-24 UNF threaded inserts in the rear to mount on the seat springs. Two of these inserts in the front also mount the seat on the seat hinge. Mount kit or springs and seat hinge must be ordered separately. They are available small, 10" (25cm) wide and 11 1/2" (28cm) long or large, 11 1/2" (28cm) long and wide.

Thundermax Fuel Injection

ThunderMax claims to be the most powerful self-tuning fuel management system designed specifically for fuel injected Harley-Davidson motorcycles. 

The ThunderMax EFI system with AutoTune is purpose built to deliver uncompromised performance. It works on any bike, no matter if it is plain stock, has a performance exhaust, and/or performance air cleaner or any other performance upgrade installed. 

The AutoTune function of the ThunderMax will continually tune any fuel injected Harley engine for maximum performance. It is a Wide-Band, Closed Loop system which means it continually and automatically adjusts air/fuel ratios every time you ride, regardless of changes on the motorcycle or any ambient condition, such as temperature, barometric pressure, humidity or a change in the fuel quality. 

Once installed, the ThunderMax with AutoTune will fine tune the base map to your customer's riding conditions and habits, automatically, every time they ride. Riders will notice easier starting, a smoother running engine, crisp and dramatically improved throttle response, increased performance at all riding levels without sacrificing fuel economy. 

It will also eliminate popping, spitting and backfiring for a better sounding exhaust. The ThunderMax also gives the ability to adjust idle speed for a cooler running engine. The ThunderMax is an industry award winning product that outperforms all other tuning systems in every riding and performance category and comes with a three-year limited warranty.

Note: Installation of a ThunderMax requires an exhaust with 18 mm exhaust sensor bungs as used on 2007-2009 models or modification of the stock exhaust to accept 18 mm O2 sensors.

Most model configurations and set-up options are available through Zodiac International - including adapters, pigtail harnesses, extended cables, connectors, O2 sensors and bungs.

Now also available for all 2025 Helix models, including the VVT equipped engines.

ZODIAC INTERNATIONAL BV

www.zodiac.nl

MATRIS

M40T-F - New Italian Made Bagger Twin-Shock Series

Italian suspension specialist MATRIS is celebrating its 25th anniversary this year, and says it is taking this occasion to up-date all its Twin-shock line (M40KC and M40D) for all classic and custom bikes.

The company is also adding a Twin Shock line that has been engineered specifically for Harley-Davidson M8 'Big Baggers' - they fit most Road Kings, Road Glides, Street Glides and Electra Glides.

The company's advanced new 2025 M40T-F twin-shock line has been based on and developed from its popular and established M40D twin series - one of the best twin shock series to come out of Italy in recent years. 

Thanks to this experience, the new M46K-F shocks are said to be a genuine step-up in Bagger shock absorber durability and performance and are equipped with a rugged, durable high performance Nitrogen gas pressurized external remote reservoir, connected by a steel braid flexible hose that is equipped with a floating piston for greater fading resistance and enhanced performance parameters.

These are seriously capable shock absorbers that are among the first to be engineered specifically to meet the very particular challenges that heavy duty touring models and performance baggers place on the motorcycle's suspension.

The fully adjustable hydraulic damping in compression and rebound is performed by a 40 mm main piston diameter and task specific valve sets. The alloy steel 14 mm diameter shaft has been hard chromed and has a lapped finish for lower friction and optimal, smooth response.

Spring preload is by millimetric rings - included in the box a "C" tool for easily setting changes to tune the ride and handling for rider weight, load and riding style. On demand, as option, the ride height adjustment unit allows to set -2/+7 mm the length from the standard setting.

As with all Matris designs, the shocks can be fully rebuilt and re-valved. The Twin set is supplied complete with the brackets to fix the remote external tanks - the brackets have been machined from solid aluminum alloy, black anodized and come with hardware and spacers for a real "ready to fit" system. They are designed to work with the H-D original detachable Tour-Pack. All parts (shock body, reservoir tank, flex-hose and spring) are totally in black for that hardcore bagger look.

MATRIS S.R.L.

www.matrisdampers.com

TAB Performance

From Stock to Shock – Part Deux

Last month AMD featured new Redline Performance Slip-Ons for Harleys, by Lincoln, Nebraska based TAB Performance – "crafted to deliver the ultimate upgrade for Harley-Davidson Grand American Touring (M8 models)."

In addition to HD fitments, TAB offers its Redline Performance Slip-Ons for Indian Touring motorcycles with hard bag setups.

Described as being designed for "riders who demand top-tier power, sound, and style," these 4.5" Redline slip-ons "unlock significant horsepower and torque gains. They feature our new Redline Performance baffle, which combines high-performance engineering with a bold and aggressive sound - reminiscent of the iconic Zombie baffle - precision machine-cut end cap." 

"The result is an exhaust note that growls with authority," said TAB Performance co-owner Casey Pflanz, co-owner, "turning every ride into a statement. These slip-ons don't just perform - they're built with precision and style in mind." 

TAB PERFORMANCE, INC.

www.tabperformance.com

Drag Specialties

Drag Specialties

Milwaukee NVP Product Expo

September 6-7, 2025

The annual Drag Specialties NVP Product Expo at Milwaukee, WI. is now the kick-off industry event for the coming year's new product and dealer marketing cycle.

It was staged again at the Baird Center, Milwaukee in September, for the second time since it relocated from the smaller Frank Lloyd Wright inspired Monona Terrace Convention Center in Madison.

As the market eyes its immediate and long-term future with tariff triggered downturn concerns the overwhelming sentiment among vendors was two-fold. First that, in all probability, the inconsistency of the tariff program's implementation so far will likely continue and that while instability is the enemy of all businesses, the final outcomes may not be as draconian as the worst-case scenarios that are being presented.

Second, that whatever the effects and outcomes of the current slew of issues facing all businesses and international trade, the full picture is likely still 12-months away from resolving.  

That is not a very useful suite of perspectives, but it is one that commends doing the business that can be done in the hope that it will turn out better than feared. Being prepared for the worst is not a reason to not make the most of the door swings the industry generates in the meantime.

Unsurprisingly, of equal concern to the tariffs issues is the fate of Harley-Davidson. The year end 2024 fiscals and results for the first two quarters of 2025 do not paint a pretty picture but, to judge by what was seen at the Drag Specialties Product Expo neither of those, or the other concerns in the market, have slowed the all-important R&D investments in new and updated products.

New product investments took at least three years to start showing signs of recovery following the 2020 Pandemic crisis, but, so far, the momentum seen last year among Drag Specialties diverse vendor community has not yet been slowed.

Attendance numbers and Drag Specialties' own take on the weekend had not yet been released at the time that this edition went to press but look out for some new product reports in the October edition of AMD and further news to come in subsequent months.

Foe what it's worth, our anecdotal impression was of very good dealer attendance at an excellent show that was just as well organized as we've all become able to expect – kudos to the organizing team! 

News Briefs

The motorcycle industry publishing sector mourns the passing of motorcycle industry magazine and trade show pioneer Larry Hester. As founder of Dealernews and Dealer Expo, those of us who have enjoyed careers in the wake of Hester, Joe Teresi, who also passed recently, must keep the flame of institutional memory alive.

LiveWire e-motorcycles are being made available for training at Bartels' Harley-Davidson Riding Academy in Marina del Rey, California - the first new rider program in the U.S. to offer certified training on LiveWire's all-electric S2 motorcycles.

The MIC says that AIMExpo 2026, taking place January 7-9 in Anaheim, California, has already surpassed 250 exhibiting companies - the fastest pace in show history - "as momentum continues to build around North America's premier powersports trade event."

The Motorcycle Industry Council (MIC) is warning that recently imposed and expanded U.S. tariffs could carry serious consequences for the powersports sector. Scott Schloegel, MIC's senior vice president of government relations said: "The MIC government relations team remains actively engaged with legislators and policymakers on the issue of tariffs. We continue to monitor the effects that broad-based tariffs may have on the powersports industry and advocate for measures to mitigate these impacts."

Heritage Global Partners (HGP) put the remaining assets of the Erik Buell-endorsed, NYC-headquartered Fuell Motorcycles up for sale in an auction that ended in August. Assets included completed and partially built Fuell models, IP (including patents), machinery, inventory, parts and tools.

Dealer registration is now open for the National Powersports Dealer Association's annual networking and educational event DealerConnect. A meeting for dealers, by dealers, the annual session is set for September 21-23, 2025 at the Hilton Columbus Downtown. "This isn't a trade show," insists Tigra Tsujikawa, NPDA Membership Marketing Director. "It's not about walking aisles and collecting brochures. It's about making sure our side of the industry is represented, heard and taken seriously;" www.npda.org

A record 127,000 riders participated in The Distinguished Gentleman's Ride (DGR) this year, raising $7.6m USD for men's health. The top three fundraisers each received a brand-new Triumph Modern Classic motorcycle. Officially the world's largest charity event for classic and vintage motorcycle enthusiasts, 1,038 rides took place in 108 countries simultaneously on Sunday 18 May 2025. The overall winner, who is rewarded with a Bonneville Scrambler 1200 Icon Edition, was Canadian Joseph Mancinelli. He raised $62,625 this year riding in Hamilton, Ontario, bringing his total raised since his first ride in 2017 to an incredible $550k. Also winning their choice of a Triumph Modern Classic motorcycle, were Andrew Cook from Idaho, US, who raised $56,640, and Nick Politis from Florida, US, who raised $46,999. The 2026 Ride is slated for May 17; www.gentlemansride.com

Despite revenue coming in ahead of Wall Street investor expectations, Harley's Q2 global unit shipments declined 28%, and the company's net income fell to $108m - down over 50% year-over-year. Those expectations must have been really bad!

Continuing the downward trend in the Harley dealer eco-system, another dealer shuttered its doors permanently in June. After 25 years in business, High Country Harley-Davidson, with locations in Frederick, Colorado and Cheyenne, Wyoming, has closed both its stores - merely the latest to find itself impaled on Harley's hubris. Several high-profile stores closed in 2024 alone, including legacy locations in San Francisco, New York City, and Illinois. Reasons cited ranged from economic challenges to ownership changes and corporate restructuring. Reporting the news PSB said that "despite having more than 650 dealerships nationwide, the closures reflect broader challenges in the powersports retail sector as brands, dealers, and customers adjust to changing market conditions."

MIC

Motorcycle and ATV Sales Through Q2

The MIC is reporting that among the leading brands that it monitors, sales of new motorcycles and scooters decreased by -9.1% through the second quarter of 2025, compared with the same period the previous year. ATVs decreased -2.6% among leading brands.

"While overall motorcycle sales dipped in Q2 2025 compared to the same period last year, there are encouraging signs," said Buckner Nesheim, MIC Director of Research and Statistics. "Sport and trail bikes each saw 10% growth, and sport ATVs were up 14%, even as the broader ATV segment declined."

Motorcycles and scooters accounted for 76.3% of total new-unit sales through Q2, and ATVs represented 23.7%. 

www.mic.org 

AIMExpo

AIMExpo and Supercross Join Forces in Anaheim

For the first time, AIMExpo will run alongside the kickoff of the 2026 Monster Energy SMX World Championship and Round 1 of the Monster Energy AMA Supercross season - "creating one high-energy week in Anaheim, California."

Photo credit: Feld Motor Sports

The 2026 show is set for January 7-9 at the Anaheim Convention Center, with Supercross Round 1 taking place Saturday night at Angel Stadium.

"This collaboration with Round 1 of Supercross, the most iconic race of the year, brings two major forces together in a way that's never been done before, giving the whole industry more reasons to get excited and show up," said Andre Albert, MIC's Director of Marketing and Events.

"This is what makes AIMExpo more than a trade show," said Cinnamon Kernes, MIC's Vice President of Market Expansion. "We've worked hard to create an experience that connects the dots between business, culture, and community, and that's what this event delivers.

"The collaboration with Feld Motor Sports ties the business of powersports to the thrill of competition, and underscores Supercross' place in the motorcycling culture."

www.aimexpousa.com

ACEM

January - June 2026 ACEM Key Markets Registration data

ACEM, the Brussels based international motorcycle industry association has released its motorcycle registration data for the first six months of 2025.

Clouded by the shadow of 2024 Q4 motorcycle pre-registration data (as OEMs and dealers ought to register new models that didn't mee the January 01, 2026, Euro 5+ regulation update), registrations of new motorcycles and mopeds in key European markets reached 542,361 units - a theoretical decline of -11.3% compared to the first six months of 2026 (611,145 units).

The data covers the 'Big Five' main markets that represent some 80% of total European (all markets) registration data - France, Germany, Italy, Spain and the UK.

Motorcycle registration volumes increased in Spain (111,363 units, +5% year-on-year), while in other countries, the market has (theoretically) shrunk: by -4.2% in Italy (195,025 units), by -14.8% in France (98,499 units), by -19.8% in the UK (47,464 units) and by -29% in Germany (90,010 units).

Low displacement moped registrations reached a total volume of 68,690 units in the six European moped markets monitored by ACEM (Belgium, France, Germany, Italy, the Netherlands and Spain). This registration volume represents a reduction of -19.2% in comparison to last year (84,974 units). 

All markets declined - Spain by -2.0% (5,628), Germany by -5.9% (8,333 units), Belgium by -9.7% (13,304 units), Netherlands by 17.4% (13,199 units), France by -27.7% (21,607 units) and Italy by -32.4% (6,619 units).

ACEM Secretary General Antonio Perlot is quoted as stating: "The first half of 2025 confirms the market adjustment expected after the transition to the Euro 5+, with a decline in overall registration volumes across several key European markets. 

"Despite this short-term downturn motorcycles remain a popular choice for individual mobility in many parts of Europe. "As the transport landscape undergoes a profound transformation, it is essential that L-category vehicles are fully recognised and supported as an integral part of the future mobility mix. 

"These vehicles offer flexible, efficient and sustainable solutions to meet diverse mobility needs. European decision-makers must continue to support the sector's competitiveness by integrating L-category vehicles into future transport policies and long-term citizen's strategies."

www.acem.eu

SBS Friction and Kodlin USA

SBS 7xxx Specialized Rotors by Kodlin USA

The latest collaboration between Danish brake component manufacturer SBS Friction and Kodlin USA, "High demand meets high performance" are these new SBS 7xxx Specialized rotors by SBS and Kodlin USA. 

Launched earlier this year, "this latest collaboration has quickly become a standout in the premium brake component market, and for good reason. Precision engineered to meet the specialty needs of custom builders and performance riders, the SBS 7xxx rotors offer a unique blend of style, strength, and stopping power," says Thomas Midtgaard-Jorgensen, Product and Marketing Manager at SBS.

"These rotors are not just about aesthetics - they're built to perform under pressure, delivering consistent braking performance with reduced fade and improved heat dissipation. They are also the only rotors on the market that keep their dark-toned color."

The market has responded enthusiastically with SBS reporting strong demand for the 7xxx series, with interest coming from both regular and high-end customizers and performance-focused Harley-Davidson dealerships.  

The distinctive design has been developed in partnership with Kodlin USA and has "resonated with riders looking to elevate both the look and braking performance of their bikes. Harley-Davidson dealerships and independent mechanics looking to upgrade their braking offerings can now explore the SBS 7xxx Specialized rotors firsthand. 

"Drag Specialties is stocked with samples, and reps are ready to assist. To view the samples firsthand, simply contact your Drag Specialties sales representative - they'll help you get the right fit for your shop and customers. This is a key opportunity for dealers to get ahead of the curve and bring a premium product to their customers. These samples are a dealer's gateway to showcasing one of the most talked-about brake upgrades in the custom V-twin scene today."

SBS FRICTION

www.sbs.dk

www.kodlin-usa.com

National Powersports Dealer Association (NPDA)

NPDA - DealerConnect II

The National Powersports Dealer Association (NPDA) has announced its 2025 'DealerConnect' industry networking convention for September 21-23, 2025, at the Hilton Hotel, in downtown Columbus, Ohio.

Under the promise of 'Bigger. Better. Together.' NPDA promises a "powerhouse lineup of speakers for two days packed with real strategies, real connections and real results," said Bob Kee, NPDA Chairman of the Board.

"DealerConnect brings dealers together with topflight trainers, educators, service providers and 20 Clubs, so we can learn from our peers and come away with real strategies that will drive results. Top names such as NPA's Jim Woodruff and Mike Murray, Mark Sheffield and Lightspeed's Bryan Tierney and Danny Orendain are already confirmed with more to come."

'Garage Composites' will be back to lead several sessions. "This was founded on the principle of show me your numbers and I will show your behaviors," explains co-founder Sam Dantzler. "Our 20 Clubs are centered wholly around our progressive, buildable, and seamless composite that is simple to upload your numbers to."

The NPDA is dedicated to "empowering franchized and independent powersports dealers through services, products, programs, education, and advocacy - amplifying dealer voices to build a stronger, more successful, and more professional industry."

www.NPDA.org

Colby Raha

Raha Hurrah!

Motocross daredevil and longtime Rockstar Energy partner Colby Raha, a 30-year-old professional MX athlete from California, successfully launched himself 205 feet on a Harley V-twin Motorcycle at the Record Breakers event at the annual Sturgis Motorcycle Rally.

In doing so he established a new world record for the longest ever jump on a Harley-Davidson motorcycle. 

After years of preparation, Raha successfully soared 205 feet, over half the length of a football field, at the Record Breakers event at the historic Thunderdome in Sturgis, ND on Saturday August 09. The new distance broke the standing 15-year record previously held by Seth Enslow.

The monumental jump marked Raha's longest ever on two wheels, sending 550 lbs of motor and metal through the air in front of more than 5,000 fans.

"We're thrilled for Colby and his groundbreaking new world record," says Steve Mateus, director of sports marketing, Rockstar Energy. "At Rockstar Energy, we're committed to empowering athletes to push boundaries and chase their dreams, fueling them with the sustained mind-body energy they need to perform at their best.

Colby said: "This jump at the Thunderdome in Sturgis channeled the spirit of Evel Knievel, an absolute legend of the sport and I'm beyond stoked to have landed it as part of my Record Breakers event. It was a dream to push the limits at the Thunderdome, and I felt really dialed in the whole time. I'm grateful for the support from Rockstar Energy and all the partners who helped make this world record attempt possible."

Raha's record-breaking jump comes on the heels of his seventh X Games gold medal in Salt Lake City, where he currently holds the record in the Moto X QuarterPipe High Air competition with a height of 53 ft. 6 inches, and a jaw-dropping, record-breaking 200 ft. to flat leap at Palm Springs Surf Club earlier this summer.

Since his breakthrough gold medal win there, Raha has become one of the sport's most fearless competitors. He has earned 11 X Games medals, including 6 golds. Most recently, the Rockstar Energy athlete made headlines by breaking a 51-year-old world record at Palm Springs Surf Club, jumping 197 feet over 23 BMW cars at 110 mph at his inaugural Record Breakers event. 

Known for his gritty work ethic and fearless approach to massive jumps, Raha has established himself as one of motocross's most breathtaking performers.

LiveWire

LiveWire - 'Twist & Go' Promotion in Europe

Harley-Davidson EMEA (or should that be Livewire EMEA?) has announced a sales promotion for select international markets that sounds more like a fire-sale than a love-sharing exercise from a brand in a position of strength.

The news comes not long after 'Milwaukee' had announced the sale of part of its historic Juneau Avenue Headquarters building to house a distillery, and the sale of a 10% chunk of one of the undoubted jewels in it crown - the HDFS Loan Book - to a pair of reputationally challenged investment houses not known for their positive 'bedside manner'.

It looks like 'Cash Really is King' for Harley at this time and that the search is on to find themselves some Kings. Small change down the back of the sofa anyone?

The LiveWire 'Twist & Go' promotion is billed as incorporating expansion into new European markets and updates with new features for the S2 models - "LiveWire makes it easier to enter e-mobility on two wheels with attractive price advantages, optimized machine availability, expansion into new European markets and the introduction of new, driver-oriented functions."

S2 Alpinista (left), S2 Del Mar 

Describing itself as a "leading manufacturer of electrically powered motorcycles," Livewire says its announcements represent "three strategic initiatives" that are aimed at making it easier to get started with e-mobility on two wheels, making more machines available in Europe and optimizing the riding experience on the bikes.

"The first initiative is the global Twist & Go campaign, which offers significant incentives for the S2 model range.

"The second initiative is to expand into seven additional European countries; the third initiative is a free software upgrade that will equip the S2 models with a reverse function and roll-forward brake recuperation.

S2 Mountaineer

"For a limited time, the LiveWire Twist & Go promotion offers attractive incentives that make it easier than ever for riders to experience the power and innovation of LiveWire e-motorcycles. From August 28 to October 31, 2025 (or until available stock is sold out), customers will benefit from significant price savings for the entire S2 product range (from 18 years of age; subject to availability; T&Cs apply)."

Those incentives appear to be close to a half-price sale in some instances with savings of up to £10,000 ($13,650) in the UK (for example). The S2 Del Mar can now be bought for prices starting at € 9,999 in Germany (8,599 CHF in Switzerland); with the S2 Mulholland priced from € 10,999 in Germany (9,499 CHF in Switzerland) and the S2 Mountaineer from € 12,099 in Germany (10,399 CHF in Switzerland).

S2 Del Mar 

LiveWire models have already been available (at least to some degree or another) in France, Germany, the Netherlands, Great Britain and Switzerland, with market expansion now bringing Spain, Italy, Poland, Finland, Belgium, Portugal and Luxembourg on-stream. The expansion is for the full Livewire range - including the 'ONE'. LiveWire models will be available "through the growing network of European dealers" in each of the new markets. 

The free software update for all S2 models (reverse and roll-forward brake recuperation) will be additionally available to all US owners of an S2 model. 

Motorcycle Industry Association (MIC)

U.S. Commerce Dept. Expands Steel and Aluminum Tariffs

The U.S. Department of Commerce has expanded Section 232 tariffs to cover more than 400 additional product categories that include steel or aluminum. As of August 18, these items have faced a 50% tariff on their metal content as of August 18.

In a release dated August 20, 2025, the Irvine, California based Motorcycle Industry Association (MIC) Senior Vice President of Government Relations Scott Schloegel stated that "despite our opposition to these new tariffs and our request to be excluded from them, the Department of Commerce decided to move forward with tariffs that broaden the range of products now covered under Section 232.

"The powersports industry depends on high-quality steel and aluminum for frames, engines, components, and accessories, and we welcome comments from MIC members as to the potential impacts to their bottom lines - whether that be financial harm or particular vehicles that they will have to stop selling in the U.S. as a result of the unreasonably high tariffs. 

"As a nearly $51 billion industry, we will continue to engage with the administration and policymakers to push for balanced trade rules that don't cripple our industry."

The MIC commented that it is unclear how Customs will assess the steel and aluminum content of finished goods, but the update doesn't alter core reporting rules. Importers must still note country of origin and follow foreign-trade zone requirements. 

However, it does significantly widen the scope. The expansion now reaches beyond raw metals to a variety of finished goods and components, meaning powersports parts and accessories could fall under the higher tariff.

Importers are urged to review HTS codes (Harmonized Tariff Schedule) with suppliers right away. "Because there is no exemption for in-transit shipments, anything entered for consumption on or after August 18 is subject to the new rate."

This is the first round of tariff inclusions; another review process is expected in September.

www.mic.org

Russ Wernimont Designs V-Twin Division (RWD)

Dustin Boyko Acquires the Russ Wernimont Designs V-Twin Product Line

Dustin Boyko has officially acquired the Russ Wernimont Designs V-Twin Division (RWD) as of July 29, 2025. The business will operate under the new name RWD V-Twin – "signalling a new era of innovation and growth rooted in the company's legacy of quality American Made V-twin parts," said Dustin.

Founded by legendary fabricator and designer Russ Wernimont, RWD has long been known for its high-performance suspension systems and premium Harley-Davidson fenders and accessories. "With decades of experience and a deep understanding of rider needs, Russ built a brand that earned respect throughout the V-Twin community."

Dustin Boyko brings over 15 years of experience in the Powersports industry. Prior to this acquisition, he served as Vice President of Marketing and Sales for Tolemar, LLC, where he played a key role in growing businesses such as LA Choppers, Todd's Cycle, Baron Custom Accessories, Trinity Racing and more.

Dustin's vision for RWD V-Twin focuses on "expanding product offerings, continuing to provide great customer service, and growing the brand's market presence."

"I've admired what Russ built for years. This brand represents craftsmanship, originality, and American ingenuity. With RWD V-Twin, we will honor that legacy while driving forward with new ideas, new products, and a customer centric model."

RWD V-Twin will operate out of its new facility in Orange, California, offering a full line of premium suspension systems, fenders, fairings and other accessories designed for Harley-Davidson riders.

www.rwdvtwin.com

SBS

SBS Brake Academy Certification Program

Initially aimed at distributors and their sales teams, Danish brake components manufacturer SBS Friction has expanded its SBS Brake Academy to additionally include a dealership certification program. 

The initiative is aimed at both on-road and off-road motorcycle dealers seeking to elevate their technical expertise and customer reputation. 

"Positioning participating dealerships as specialists in motorcycle braking, offering a clear value-add in a highly competitive market, becoming an SBS Brake Academy Certified Specialist gives dealers the opportunity to demonstrate a deeper understanding of brake systems and component selection - an increasingly important factor for today's safety-conscious riders," says Thomas Midtgaard-Jorgensen, Product and Marketing Manager at SBS.

Certified dealers receive a recognized credential from SBS, providing clear proof of technical competence. This can be used in customer interactions, marketing, and showroom visibility to reinforce the dealer's credibility in braking systems.

Completed in approximately two hours, the program allows sales staff, parts department personnel, workshop technicians and race –product specialists covering compound selection, heat management, design, rotor pairing, and usage scenarios." The curriculum includes both theory and real-world application.

"At SBS, we believe that the more support we can give to dealerships and mechanics, the better they are able to service riders. This is a confirmation we are getting every time we visit dealerships around the world. They are hungry to learn and know more about technical aspects and report that customers respond positively knowing that they are talking to knowledgeable and recognised dealership personnel.

"We see this next stage as a suitable steppingstone for the SBS Brake Academy – a program that already has more than 80 percent of all worldwide SBS Distributors enrolled."

www.sbsbrakes.com

Ride 4 Mary

Ride For Mary

Starting this August, riders worldwide are invited to "Ride 4 Mary", a tribute to honor the late Mary McGee - motorcycling trailblazer and icon.

At the heart of this global tribute is a solo cross-country ride being led by Mary's longtime friend and fellow motorcyclist Ruth Belcher. Starting from Marysville, Washington on August 30, the ride will head for Portland, Maine, to attend the Women's International Motorcycle Association (WIMA) Rally and 75th anniversary, where riders from nearly 20 countries will gather in celebration. 

She will be making two key stops along the way: on September 4, Wailin' Wayne Weekend, at Nelsonville, Ohio, to connect with ADV riders, and on September 5, a visit to the AMA Hall of Fame, Pickerington, Ohio to visit the Mary McGee exhibit with fellow riders.

Mary McGee was the first woman in the U.S. to race motorcycles professionally. She earned her competition license in 1960, competed in the legendary Baja 1000, and became the first woman to race in an AMA-sanctioned motorcycle event. But Mary's influence goes far beyond milestones and medals.

Sarah Schilke writes that "her humor, grit, and generosity made her a mentor and role model to generations of riders. She told stories of riding in borrowed gear and falling in the dirt more times than she could count, always getting up and going again. Mary showed us courage isn't the absence of fear, but the choice to ride through it."

Mary passed away in November 2024 at the age of 87. The ride aims to arrive at Portland, Maine by September 7, 2025.

www.ride4mary.com

Barnett Clutches

Barnett Clutch Tools for Harley-Davidson/Victory

Best known for its large range of cables, hoses, clutches and Harley-Davidson primary components, Barnett Clutches, which was founded in 1948 and also known as Barnett Tool and Engineering ever since (there’s the clue, right there!) is a manufacturer of one of the market's longest established lines of tools for use on Harley-Davidsons - specifically clutch tools.

From diaphragm spring compression tools to clutch 'lock plates' that assist in removing inner hubs, Barnett clutch tools make clutch replacement and maintenance a lot easier. 

Barnett clutch tools are available for Sportsters through 1970, 1986-2020 Sportsters, 1941-1984 Big Twins, 1990-1997 Big Twins and 2001 and later Victory models. Also available are clutch tools designed specifically for use with the Barnett Scorpion line of clutches. As always, these tools are made by Barnett at its headquarters facility in Ventura, California.

BARNETT CLUTCHES & CABLES

www.barnettclutches.com

NAMZ Custom Cycle Products

NAMZ Additions

Oreland, Pennsylvania based NAMZ Custom Cycle Products (NCCP) continues to add it its burgeoning range of electrical accessories – all designed to help their dealers to "Do It Right".

Electrical power connection for navigation, audio, heated grips or charging ports. Supplies ground and switched 12 volt power without CAN/Bus interference. Fits: 2021 through 2025 Pan America and Sportster S Models.

Seen here is a navigation, audio, heated grips or charging ports power connection for 2021 through 2025 Pan America and Sportster S models, it supplies ground and switched 12 volt power without CAN/Bus interference.

Indian Challenger Trailer Isolator Module, fits 2020-2024 Indian Challenger models only - for use with four-wire trailers.

Also new from NCCP founder Jeff "Ideas Man" Zielinski is the Power Port Y-Adapter seen here for 2021-2025 Softail, FL and Trike models and isolators, with 12-position Molex for four or five wire trailers on 2023.5 and up CVO Road and Street Glide and all 2024 and up Road and Street Glides and for Indian Challengers with four wire trailers.

Port Y-Adapter, fits 2021-2025 Softail and 2021-2025 FL and Trike Models.

NAMZ celebrated its 25th anniversary last year, and added to its existing NCCP, Badlands and Letric Lighting product brand programs with NOS - NAMZ Original Stuff. The new brand concept is a small but passionately dedicated, personally curated line of "parts that have been overlooked for too long," says CEO and founder Jeff Zielinski. 

Trailer Isolator with 12-Position Molex, fits 2023.5-Up CVO Road Glide, Street Glide, all 2024-Up Road Glide and Street Glide Models (four-wire trailer version).

NAMZ CUSTOM CYCLE PRODUCTS

www.namzccp.com