Secrets the Motorcycle Industry Doesn’t Want You to Know

For you, the individual, motorcycling is likely all about freedom, enjoyment, and excitement. But in a larger context, it’s also a profit engine inside a capitalist society.

As a result, even if you may want to purchase a motorcycle, and a manufacturer, via its dealer network, wants to sell you one, your goals won’t always align perfectly.

Now that doesn’t mean they’re out to cheat or scam you, just that there is leverage to be had for a well-informed consumer who understands the game at play.

Here are some “secrets” that a motorcyclist can use to level a playing field more typically slanted in the other direction.

You Probably Don’t Need the Latest and Greatest

Bold new graphics shouldn’t inspire you to rush out to your dealer. Even an all-new model, sporting numerous incremental advancements compared to an already ridiculously sophisticated machine, doesn’t automatically necessitate an upgrade.

Modern motorcycles are incredibly competent and have been for decades. While you may suffer from GAS (Gear Acquisition Syndrome) and itch to hand over your paycheck for the latest RRR-RR-R model, the bike you have is probably already better than 99% of the street riders out there.

Perhaps a better way to get more out of your two-wheeled adventures would be to invest in yourself. Up your skills so that you can better tap into the full potential of, and extract more fun from, a bike already paid for.

The Dealer is Driven by Their Own Motivations

While your dealer will almost certainly look to meet your needs, they’ll likely do so in a way that also best meets theirs. If they don’t have exactly what you want, it only makes sense to steer you to the next best option – one they have in stock and are the most eager to get off their showroom floor.

Additionally, profit margins are awfully skimpy on new models. Dealerships need to make money to stay afloat (and unfortunately many have gone out of business as of late), so they are heavily incentivized to make up the difference by upselling you on various options, in-house financing, extras, and gear you may or may not need or desire. 

These are trained professionals in the art of the sale, so they understand how to apply pressure without it feeling unwanted or unwarranted. Therefore, you need to be prepared and know what you will say ‘yes’ or ‘no’ to before finding yourself being sold on the spot.

MSRP is Not the Final Price

How much is a brand-new Yamaha MT-09? A Ducati Panigale V4R? A Harley-Davidson Road King Special? 

A simple google search will immediately tell you the MSRP (Manufacturers Suggested Retail Price) for these and any other available bike.

However, your bank account won’t reflect these numbers following a purchase. Taxes, license fees, extended warranties, extras, options, freight, set-up, tariff-associated fees (often tagged with more anodyne tags such as supply chain or import duty surcharges), and so on can tack on several hundreds of dollars, sometimes moving into the four-digits, beyond the MSRP you initially decided you could swallow for your acquisition. 

There Can be Serious Value in Buying Used

It’s a well-known fact that a bike loses a considerable % of its value the second it rolls off the showroom floor. That can work to your advantage if you allow another buyer to absorb that loss and be ready waiting when they look to sell.

There’s a big, healthy post-COVID used market out there, and there are deals to be found on huge numbers of nearly new motorcycles. 

You can avoid many of the aforementioned hidden fees if you will to shop around for preowned merchandise and sidestep the new bike dance.

There Can be Serious Value in Selling Used

While this may seem like a contradiction following the previous ‘secret,’ you’re likely to get the most bang for your bike by selling your own motorcycle privately, rather than trading in with a dealer. Again, the dealer isn’t looking to cheat you, but they need to turn a profit on both the new bike and the trade-in for the deal to make sense for them.

They will also need to service the used motorcycle and dedicate a spot for it on the showroom floor for an indefinite amount of time, plus put in the effort required to sell it. All of this takes time and money. So while they may advertise top-dollar trade-ins, that’s in comparison to other dealers, not what you’re likely capable of getting yourself if you’re willing to, admittedly, take on the additional hassle of selling it independently. 

Basic Knowledge of Maintenance Can Save You Thousands

You’re likely going to need a trusted and talented mechanic to help look after your bike. But with a bit of education, you can limit those visits to when it’s really necessary. For example, it won’t require that much training to perform your own break-in service and oil change. 

And with this knowledge, you’ll be better equipped to assess the actual condition of your bike, fluids, and battery rather than simply leaning on mileage-based rules of thumb. This will keep both your motorcycle and your wallet in as good a shape as possible.

Timing Matters

Leverage shifts back and forth from dealer to buyer based on the buying season. At the start of the riding season with brand-new bikes just hitting the floor, the dealer has the power. 

Late in the year, with unsold motorcycles just about to become year-old stock, the power shifts to the buyer.

This is cyclical and generally understood by both sides. However, there are bigger trends at work as well.

The current market crisis has dealerships overstretched and saddled with way too much stock on hand and too little foot traffic to adequately address it.

Even if this may make you feel like a juicy target when you set foot inside a dealership, it also lends you plenty of leverage if you’re armed with the right knowledge.

Aftermarket Upgrades Are Often as Much ‘Show’ as ‘Go’

Aftermarket exhausts are among the most common and popular upgrades. They look cool, they sound cool, and they feel right when you twist your wrist.

But do they actually deliver a real performance upgrade? The results are often pretty debatable. Modern bikes are supremely designed, and it’s not easy to engineer an exhaust that can deliver genuine, full powerband improvements over stock. 

Again, do your research, and understand what you’re really getting before laying out your cash.