Overview
Preston Automotive Group’s success with transparent pricing is providing a clear blueprint for how motorcycle dealerships can modernize their retail models. While the automotive industry has pioneered transparent digital workflows, the motorcycle retail sector has traditionally lagged behind, often relying on opaque pricing and high-pressure F&I tactics. By examining Preston’s results, motorcycle dealers can see how transitioning to transparent, digital-first transactions builds buyer trust while maintaining strong profitability.
The central premise of this shift is that transparency does not require a race to the bottom. As JB Burnett, Executive General Manager at Preston, asserts, “Transparency doesn’t mean the race to the bottom. I can be transparent and sell you something at sticker.” This model demonstrates that providing clear payment terms and fee breakdowns can actually strengthen transaction prices rather than eroding dealer margins.
Summary
- Implementing transparent digital tools (such as iPads and AutoFi) at a pilot store increased per-vehicle revenue (PVR) from $1,600 to $2,100 within nine months.
- The model challenges the assumption that transparent pricing forces dealers to lower prices, proving that margins can be maintained through clear menu-based F&I structures.
- This automotive success story offers critical lessons for motorcycle dealerships looking to increase F&I protection plan penetration and streamline customer transactions.
What Happened
In a recent industry presentation on Daily Dealer Live, JB Burnett shared how Preston Automotive Group leveraged digital retail tools and iPads on the showroom floor to transform their sales process. By allowing customers to submit financial information online prior to visiting, the dealership eliminated negotiation friction and improved sales floor efficiency. Furthermore, Burnett reported that keeping a traditional F&I manager, rather than moving to a single point of contact, allowed the store to capture more finance revenue.
The transition resulted in front-end gross climbing to a range of $1,700 to $2,500, while F&I gross held between $1,600 and $2,100-plus. Additionally, self-serve gap insurance and protection plan penetration saw massive increases. This successful digital retail process has since been scaled across additional stores at a rate of about one new location per quarter, demonstrating the scalability of transparent transactional structures.
Why It Matters
The success of Preston’s model directly addresses a major pain point in the motorcycle industry. Motorcycle buyers frequently complain about hidden fees, unexpected F&I markups, and long finance waits. By adopting similar digital workflows, motorcycle dealerships can eliminate the traditional “no-haggle” friction and replace it with a structured, transparent menu.
This approach proves that digital-first retail does not compromise profitability. Instead, it respects customer intelligence and automates protection plan selections, which increases front-end yields. For motorcycle dealerships aiming to capture younger, tech-savvy riders, modernizing the showroom experience is becoming an operational necessity.
Industry Impact
Implementing transparent, digital-first workflows could significantly shift the competitive landscape for motorcycle dealerships. Currently, dealers that offer clear, upfront pricing stand out, attracting buyers who prefer to avoid traditional back-and-forth negotiation. As digital retail tools become more widespread, dealerships that resist this transparency risk losing market share to tech-enabled competitors.
Furthermore, Preston’s model highlights the importance of the physical dealership environment. Burnett described their Ford store’s layout as “very freeing… like a luxury lobby for a hotel,” where customers move comfortably during their visit. For motorcycle dealerships, creating open, welcoming spaces where customers can browse accessories or interact with staff without pressure can build brand loyalty.
User Impact
For the average motorcycle buyer, this transparent pricing model turns a stressful negotiation into a straightforward transaction. Rather than spending hours in a closed finance office, buyers can submit their credit information, receive multiple lender offers, and select protection plans directly from an iPad. This menu-based selection removes the pressure of the traditional F&I pitch, making the buyer feel in control.
As Burnett noted, self-serve screens allow customers to choose their coverages: “Most people know what gap is by now… Now they’re just going in [and] clicking that themselves.” This shift respects the buyer’s agency, leading to higher satisfaction and fewer disputes over surprise fees or financing terms.
Future Outlook
As digital-first pricing proves its scalability, the motorcycle retail sector is poised to see increased adoption of transparent workflows. Over the next few years, forward-thinking motorcycle dealer groups are likely to pilot similar iPad-based sales structures. This will help them appeal to digital-native buyers and streamline their F&I departments.
Widespread adoption will, however, require motorcycle dealers to invest in new software integrations and retrain sales staff. Dealerships that successfully navigate this transition will establish a sustainable competitive advantage, while traditional stores may struggle to adapt. The continued growth of digital retail networks will serve as a key indicator of this industry-wide shift.
Image Credit: Car Dealership Guy News / Julie Walker
Source: Car Dealership Guy News
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