Despite being such a solo activity, the motorcycle community is stronger than many others and few brands have built a culture of comradeship like Harley Davidson. Sun City Motorcycles has used their flagship Harley Davidson store to build on that culture and grow a thriving business for the motorcycling community of Townsville. From actively competing in and supporting community events through to providing a club house and activities for the Harley Owners Group (HOG), Sun City Motorcycles has been much more than just a place to buy a bike and have it serviced.
Sun City Motorcycles Director Brent Storey takes great pride in his staff and their attention to customer service. Brent joined us recently to answer some questions about his business.

Words by Lara Wilde.

How does your choice of staff reflect your customer base?

BS: When I first started in the industry 10 per cent of our customers were female. Over time that has changed with more and more women taking up riding motorcycles. Today approximately 30 per cent of our customers are female. As a result, we have employed staff who our customers can connect with. Today we have an even split of staff who are male and female, young and old.

What is your focus when you take on new staff? 

BS: The first thing we do with new staff is to get them using the products. If they don’t have a motorcycle licence, we support them to get one and then we get them out using the motorcycles. The best staff are the ones who love the product and talk to customers from a base of personal experience.

How do you support staff to start riding and get their licence?

BS: New staff and new customers who haven’t ridden before and don’t have their licence yet are both supported in the same way. We have a close relationship with Streetwise Motorbike Training who provide rider training and the Q-Ride course. We contact the team at Streetwise to discuss the new rider, the style of bike they are looking at, the type of riding they are looking to do and the training they require. After their training is complete, Streetwise provides some recommendations to us to find the best bike to suit the rider.

So you see your customers and your staff as having a lifelong relationship with your brand?

BS: Very much. Once they are the proud owners of a new set of wheels, we work with them to build their confidence by inviting them to ride days and other community events. We also host our customers at the racetrack so they get to experience their new motorcycle at its fastest in a safe environment.

Is this a key part of your marketing strategy?

BS: When we first opened the doors the focus of our marketing was very much traditional media. We promoted our products and services on television, radio, and in print media. Now, the marketing strategy is focussed heavily on community engagement and event participation. Townsville has a strong motorcycling community and we like to be involved wherever possible as a sponsor, a participant or by providing support to run events.

Tell us about the products and services offered by Sun City Motorcycles?

BS: Sun City Motorcycles has three trading entities: Sun City Harley-Davidson, Sun City Yamaha and Sun City Powersports. We have Harley-Davidson, Yamaha, Sea-Doo and Can-Am dealerships offering new and used vehicles, workshop facilities and of course parts and accessories.

What are your thoughts on the new electric Harley Davidson motorcycle?

BS: The electric Harley Davidson is awesome for long-term growth. There may be very low sales for a few years, but the way the world is moving we need to be on the front foot and Harley Davidson has done just that. I was lucky enough to ride the Livewire in Nashville in 2015 when they first launched the concept. Very impressive, very fast.

What is your background in the automotive industry?

BS: I have always been an avid motorsport enthusiast. I completed my trade as a motorcycle mechanic and spent some time working on the tools. Eight years ago, in 2011, my father Marc and I kicked off Sun City Motorcycles with the establishment of the Harley-Davidson store. Since then we have added the Yamaha and Powersports divisions. A new workshop for the Yamaha store is being completed now to provide specialised servicing and repairs for our Yamaha customers.

Are you hands on in the workshop today?

BS: Very much so. Although the business has grown to a point where I cannot always be on the tools, I still love serving customers. Every Friday morning, I do four hours in the workshop on retail customers’ bikes. It is my favourite part of the week.

Who is your current team?

BS: Sun City employs 20 local men and women. We operate with a simple hierarchy structure. For the most part all team members operate on the same level.
I have some great long-term employees and some recent employees who bring a fresh perspective.

What role does MTA Queensland play in your business?

BS: Our membership with MTAQ has proven invaluable when seeking industry specific advice, particularly when it comes to staff. What might take me days to research becomes a simple phone call to MTAQ to get to the bottom of best practice human resource management and employment contracts.

What are your plans for the next few years?

BS: Refine what we do. I am not looking for growth as such, rather getting better at what we currently do. More training, more focus and essentially deliver a better product. The business has grown substantially in the last three years. It is time to refine.

What advice would you give to a young Brent Storey starting out in the industry?

BS: Enjoy the process. I am fortunate enough to work with three of the most exciting brands in the world. Sometimes I get caught up in the business and have to remind myself that every day I get to work with products that people work their whole lives to own.

What do you do with your spare time?

BS: I ride, ha ha! Sounds cliché but if I am not working or spending time with my wife and son, I am riding.

Lara Wilde is a writer, motorsport commentator and car enthusiast from northern Queensland. Follow her automotive adventures at www.wildedrive.com

Source: Motor Trader E-Magazine (Aug 2019)

9 Aug 2019