Top 5 Powersports Marketing Trends to Watch at AIM Expo 2025

The powersports industry is experiencing its most significant marketing transformation in decades. As dealers gather at AIM Expo 2025 in Anaheim (January 7-9), five major trends are reshaping how successful dealerships attract, engage, and convert customers.

At Wheeler Advertising, we've spent 30+ years helping hundreds of dealership rooftops adapt to market shifts. After analyzing performance data across our client base and studying industry-wide patterns, these are the trends that separate thriving dealerships from struggling ones in 2025.

Trend #1: AI-Powered Customer Interactions

The most significant shift in powersports retail isn't happening on showroom floors – it's happening in digital conversations between customers and dealerships.

The Reality of Modern Shoppers

Today's powersports buyers complete 70-80% of their purchase research before ever contacting a dealer. They're asking detailed questions about specifications, financing, accessories, and trade-in values. The dealerships that can answer these questions immediately – 24/7 – capture the leads. Those that wait for business hours lose them.

How AI Changes the Game

Artificial intelligence enables dealerships to provide instant, accurate responses to customer inquiries regardless of time or staffing limitations. But this isn't about replacing human salespeople – it's about ensuring every potential customer gets timely attention.

What You'll See at AIM Expo 2025:

• Conversational AI systems that understand powersports-specific terminology
• Voice-enabled product search capabilities
• Intelligent lead qualification that routes high-intent buyers to sales teams immediately
• Automated follow-up systems that nurture leads until they're ready to buy

Real Results: Dealerships implementing AI-powered customer engagement see 40-60% increases in after-hours lead capture. These are buyers who would have contacted competitors without this technology.

The Wheeler Perspective

We're tracking a clear pattern: dealers who embrace AI for customer interaction capture more of the late-night, early-morning, and weekend shoppers who represent 55% of online research activity. This isn't future technology – it's the current competitive advantage.

Trend #2: Performance-Based Marketing Over Brand Awareness

For decades, powersports marketing focused heavily on brand building through broad media placements. The dealers winning in 2025 have shifted to precision targeting and measurable results.

The Cost-Per-Lead Revolution

| Traditional Approach | Performance-Based Approach | Result | |---------------------|---------------------------|--------| | Run ads across general audiences | Target high-intent shoppers only | 2-6x lower costs | | Measure impressions and reach | Track leads and sales | Clear ROI visibility | | Hope for results | Know what's working | Budget optimization |

Our agency data shows powersports dealers achieving CPCs of $0.28-$2.15 compared to industry averages of $2.44-$9.28. The difference? Sophisticated audience targeting and continuous campaign optimization based on actual conversion data.

What's Driving This Trend

Better Data Availability Digital platforms now provide unprecedented insight into who's actually in-market for powersports products. Dealers can target:

• Users actively searching powersports terms
• Visitors to competitor websites
• Past customers ready for upgrades
• Specific demographic and geographic segments

Attribution Technology Modern marketing platforms track the customer journey from first click to final purchase, showing exactly which channels and campaigns drive revenue rather than just generate activity.

Budget Accountability Dealership owners now expect clear answers to "How many units did this marketing campaign sell?" rather than accepting vague reach metrics.

At AIM Expo 2025

Expect numerous vendors showcasing attribution platforms, conversion tracking tools, and performance marketing services. The smart dealer questions to ask: "How do you prove ROI?" and "What metrics determine campaign success?"

Trend #3: Video-First Content Strategies

Static photos of motorcycles lined up on showroom floors no longer cut it. Video content dominates consumer engagement, and successful powersports dealers are adapting their content strategies accordingly.

Why Video Wins

Engagement Rates:

• Static images: 1-2% engagement
• Video content: 6-10% engagement
• Short-form video (under 60 seconds): 12-15% engagement

Buyers want to see products in motion, hear engine sounds, understand handling characteristics, and visualize themselves using the equipment.

Content Types That Work

Product Walkarounds Detailed video tours of new inventory, highlighting features and benefits. These videos answer questions that would traditionally require a salesperson's time.

Customer Testimonials Real buyers explaining why they chose your dealership builds trust more effectively than any marketing copy.

Behind-the-Scenes Content Service department tours, technician introductions, and "day in the life" content humanizes your dealership and builds connection.

Educational Content Maintenance tips, riding tutorials, and gear guides position your dealership as the expert resource, not just a sales outlet.

Production Quality vs. Authenticity

Here's the surprise: ultra-polished, expensive production often performs worse than authentic, somewhat raw content. Buyers want real information from real people, not slick commercials.

At AIM Expo 2025

You'll see demonstrations of:

• Mobile video production tools
• Video editing platforms designed for dealerships
• Social media video optimization services
• Customer-generated content management systems

Trend #4: Hyper-Local Digital Advertising

National motorcycle brands can spend millions on broad advertising. Local dealerships need different strategies focused on dominating their specific market area.

The Local Advantage

When a buyer in your market searches "motorcycle dealers near me" or "ATVs for sale [your city]," your dealership should own those results. This requires:

Local SEO Optimization

• Google Business Profile management
• Location-specific content
• Local backlink building
• Review generation and management

Geo-Targeted Paid Advertising Modern platforms allow incredibly precise geographic targeting. You can advertise specifically to users within 25 miles of your dealership, excluding areas you don't serve.

Localized Content Generic "best motorcycles" content competes with national media. "Best trails for ATVs near [your area]" or "Motorcycle safety course locations in [your county]" captures local intent.

The Results

Dealerships focusing on local domination rather than broad awareness typically see:

• 50-70% lower customer acquisition costs
• Higher quality leads (buyers ready to visit in person)
• Better review ratings (serving a defined community builds loyalty)
• More repeat business and referrals

Wheeler's Approach

We've built campaigns that achieve 60% search impression share in specific dealer territories – meaning when buyers in that area search powersports terms, our dealer clients appear 60% of the time. That level of local dominance is nearly impossible for competitors to overcome.

Trend #5: Data-Driven Inventory Marketing

The most sophisticated powersports dealers aren't just marketing their dealership – they're marketing specific units to specific buyers based on behavioral data.

Individual Vehicle Promotion

Instead of generic "check out our inventory" messaging, advanced dealers are:

Targeting Previous Shoppers Someone viewed your 2024 Harley Street Bob page three times but didn't submit a lead? They can now see targeted ads featuring that specific bike with special pricing or financing offers.

Promoting Aged Inventory Aggressively Units sitting for 60+ days get dedicated marketing budget to specific audience segments most likely to purchase them, preventing costly depreciation.

Capitalizing on View-to-Lead Ratios Dealers track how many VDP (Vehicle Detail Page) views it typically takes to generate a lead and eventually sell each type of unit. This data informs both pricing and marketing investment decisions.

Dynamic Inventory Feeds

Instead of manually creating ads for each unit, automated systems pull inventory data and create relevant advertising dynamically:

| Vehicle Type | Typical VDPs to Sell | Optimal Marketing Window | |--------------|---------------------|--------------------------| | New Sport Bikes | 45-60 views | First 30 days on lot | | Used Cruisers | 30-45 views | Days 1-60 | | ATVs/UTVs | 25-35 views | First 45 days | | Adventure Bikes | 50-70 views | First 60 days |

Dealers using this data market units most aggressively during their optimal windows and adjust pricing when view counts exceed typical ranges without generating leads.

The Competitive Edge

This level of sophistication isn't just about technology – it's about treating inventory as individual assets requiring specific marketing strategies rather than undifferentiated product sitting on a lot.

What These Trends Mean for Your Dealership

Immediate Actions

Audit Your Current Approach How many of these five trends are you currently leveraging? Where are the biggest gaps between your strategy and industry leaders?

Prioritize by Impact You don't need to implement all five trends simultaneously. Start with the area offering the highest potential return for your specific situation.

Partner with Specialists The dealerships seeing the best results work with marketing partners who understand powersports specifically, not general automotive or small business marketers.

Questions to Ask at AIM Expo 2025

When evaluating marketing vendors and solutions:

1. "How do you measure success beyond vanity metrics like reach and impressions?"
2. "Can you show me specific examples of powersports clients and their results?"
3. "What's your approach to proving ROI?"
4. "How quickly can we expect to see measurable impact?"
5. "What ongoing support do you provide after initial implementation?"

The Wheeler Difference

At Wheeler Advertising, these aren't theoretical trends – they're strategies we've implemented across hundreds of dealership rooftops with documented results:

• 2-6x lower CPCs through precision targeting and continuous optimization
• 51% faster sales by attracting high-intent buyers instead of casual browsers
• 100% transparent reporting showing exactly what's working and what's not
• No long-term contracts because we earn your business every month with results

We'll be showcasing our latest innovations at Booth #1481 during AIM Expo 2025, including a special program for dealerships ready to transform their digital presence. Stop by for insights specific to your market and situation.

Looking Forward

These five trends aren't fads – they represent fundamental shifts in how consumers research and purchase powersports products. Dealerships that adapt will thrive. Those that continue with outdated marketing approaches will struggle to compete.

AIM Expo 2025 offers concentrated exposure to the tools, knowledge, and partnerships you need to stay ahead. The question isn't whether to evolve your marketing strategy – it's how quickly you can implement proven innovations that are already working for your most successful competitors.

See you in Anaheim, January 7-9, 2025.

---

Want to see how your current marketing stacks up against industry best practices? Get your free marketing audit from Wheeler Advertising. Or visit Booth #1481 at AIM Expo 2025 to discover what the most successful powersports dealerships are doing differently.