MAG (Motorsport Aftermarket Group) Acquires Motorcycle Superstore

Motorcycle Superstore is now a wholly owned subsidiary of Motorsport Aftermarket Group (MAG) Motorsport Aftermarket Group, Inc. is a family of leading brands and businesses in the powersports industry. The Oregon-based Motorcycle Superstore, Inc. (“Superstore”) joins with J&P Cycles to create the MAG retail group.

Superstore founder, Don Becklin, assumes the role of president for the new Retail Group, reporting directly to MAG’s Chief Executive Officer, Brian Etter. “Since founding Superstore 14 years ago, I’ve seen it grow from a humble start-up to one of the nation’s largest retailers in the powersports industry,” adds Becklin. “Joining forces with J&P Cycles and creating the Retail Group represents an exciting new opportunity. Superstore has found a strategic partner that opens the door to more success and growth for all parties involved.”

As president of the new retail organization, Mr. Becklin will oversee operations of both companies from the Superstore headquarters in Medford, Oregon. However, Superstore and J&P Cycles will retain their unique consumer brand identities, and the two companies will continue to operate as separate businesses. “We want to create an environment where both J&P Cycles and Superstore keep their cultures and connection with the customer, while allowing both companies to benefit from the efficiencies and expertise of the group,” says Becklin.

“Superstore is a leader in street, sport and off-road motorcycle segments, excelling in the sales of motorcycle helmets, riding gear and tires. These strengths perfectly complement J&P Cycles’ position as the leading retailer in the V-Twin motorcycle segment and the world’s largest source for aftermarket motorcycle parts and accessories.” explains MAG’s Chief Executive Officer, Brian Etter.

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19 Responses to “MAG (Motorsport Aftermarket Group) Acquires Motorcycle Superstore”


  1. 1 John Jessup Mar 27th, 2012 at 8:42 pm

    Support your local shop! Not the Motorcycle Super Store.

  2. 2 Jason Hallman Mar 27th, 2012 at 8:43 pm

    This is a very good thing for our industry. Every company that MAG owns seems to be run autonomously and is successful. I can attest first hand to the downfall of the automotive aftermarket due to Jegs and Summit Racing. Us little guys need these types of business to drive our industry in the years ahead of us. Our shop benefits greatly from our association with Motorcycle Superstore and we don’t see them as competitors. Their customers are our customers and vice-verse. The internet is here to stay and while a computer sure has come a long way…I have yet to see one change a tire. Kudo’s!

  3. 3 Shanedrive Mar 28th, 2012 at 7:26 am

    @John Jessup…………..Thank you.

  4. 4 Scott Mar 28th, 2012 at 7:37 am

    Yeah John? What if your local shop charges “$100 bucks a carb” on your four barrel CB550? This is a half an hour bowl job for a tech. BS like that makes me wanna wrench myself and buy online. I’ll leave the tire jobs to the local guy. Not only that but the only local shop besides Honda is 45 minutes away and they’re open part time.
    Not only that but I’ve gone and tried to pick up goggles, helmets, etc. and the only thing Honda stocked is squid or dirtbike gear.

  5. 5 jim Mar 28th, 2012 at 7:47 am

    John Jessup said it best!!!!!!!!!!

  6. 6 Tracker Mar 28th, 2012 at 7:51 am

    The problem I’ve seen with consolodation is the steady rise in prices of parts where, when you add shipping costs, there is rarely any benefit from buying on-line. On the other hand, the retaliatory mentality of local shops for buying parts on-line, has caused me to buy my own tire machine so I don’t have to listen to the BS.

  7. 7 BlkBkr Mar 28th, 2012 at 7:52 am

    If the local guy doesn’t price match or come close the online store, then the online store gets my business going forward.

  8. 8 John Jessup Mar 28th, 2012 at 8:58 am

    Finding the lowest price is all good. Till you need someone to install it. Or fix your broken bike. If you drive the little guys out of business there will only be the dealer to take your bike to. You all know how fair the prices are at the dealer. Obviously if you live in BFE and the local guy is a duesh you don’t have much of a choice.

    At my shop I just charge extra to install parts that come from the Internet.

    Just my two cents.

  9. 9 TattooedNTx Mar 28th, 2012 at 10:06 am

    LOL@John Jessup…most shops do…and I think thats fair….if Johnny Q. Public wants to buy parts sight unseen online and risk getting the wrong part, that’s on them. Then they run the risk of having to go to a shop and telling the mechanic…”I got it online.” What he really means is “I got it online cuz it was cheaper but now I have no idea how it installs or works.” This merger has its good and its bad…

  10. 10 Shanedrive Mar 28th, 2012 at 10:10 am

    @John Jessup. That’s what I do too. tires, sure I’ll change ’em but I have the customer pick up disposal fee or take the tires w/them when done. No harm no foul.
    Generally don’t mind other parts bought elsewhere but more often than not, the quality can be an issue and “make it fit” takes more time (aka labor dollars).
    @Scott if you’ve a shop acting like that then they deserve to go out of biz.

  11. 11 Danny Mar 28th, 2012 at 10:11 am

    And why don’t you make the same accusation about JP Cycles. Same business model, selling discounted parts online.

  12. 12 Rider2 Mar 28th, 2012 at 11:05 am

    I am not sure how this is good for the industry. You now have a large group (MAG) who owns most of the heavy brands and controls the online retail market for HD with J&P Cycles and metric with MC Superstore. With the amount of money those 2 retailers do and the buying power they have collectively, who knows what they will do to control pricing and availability.
    What they might do is actually kill the smaller online retailers who are trying to make a living by selling parts over the internet to compensate the lack of customers in their shops. One good thing is that they will probably buy direct from most of the parts manufacturers, leaving the distributors.
    Would be interesting to hear the reaction of J&P Cycles who has now a “competitor” in his own group.

  13. 13 Ronnie Mar 28th, 2012 at 12:05 pm

    MAG. Just a group of financial guys in it only for the money. They benefited from aging owners (Sands, Parham, etc) wanting to cash out before retirement. They don’t care about the culture. They chase money buying and squeezing these companies to their last penny. In a few years, I bet that they will have killed half of the industry.

  14. 14 .357 Magnum Mar 28th, 2012 at 12:14 pm

    Ronnie, “aging owners wanting to cash out before retirement, they don’t care about the culture?” If you’re a neophyte to motorcycling, perhaps you don’t realize what a big impact Sands, Parham, etc. have had in CREATING the culture.

    If you’re jealous, just say you’re jealous, man. Anyone who can work as hard as those two have, and give us so many opportunities, deserves to cash out before retirement. If you can’t provide us with as much value as Sands and Parham, then you probably won’t be able to cash out like they should be able to, either.

  15. 15 Ronnie Mar 28th, 2012 at 12:17 pm

    .357 Magnum. You misunderstood. I agree with you. What I meant is that MAG is destroying the culture established by the likes of Sands & Parham.

  16. 16 Jason Hallman Mar 28th, 2012 at 1:04 pm

    The good thing about having a conglomerate like MAG is that the gene pool is not spoiled from several distributors competing for the same customers by lowering prices over and over. Also, since MAG is also a manufacturer they aren’t as interested in cutting their prices by flooding the market with their products. This also forces them into having all of us “little guys” as customers. There is a delicate balance here that must be carefully managed but to call them “sell outs” as some on here have…that is rubbish!

  17. 17 John Williams Apr 2nd, 2012 at 7:57 am

    I hope Motorcycle Superstore doesn’t raise prices now. I get good deals with them It’s the final amount that counts after other costs alre all talllied up. Someone above mentioned that J&P was a Discount dealer. They are not. Full list price/MSRP is what they charge. But I do purchase things from them tho. Direct Harley Parts is a Discount Dealer.Most items are 20% off.

    Ride on

  18. 18 John Williams Apr 2nd, 2012 at 8:02 am

    I like MSS. Good prices. It’s the TOTAL amount that counts.

    Ride on

  19. 19 Frank Stancato. CEO Apr 4th, 2012 at 8:59 pm

    Guys here is a general overview from a company owner and builder. I personally think that jp cycles and mag store ,Midwest mc and all these other conglomerates don’t hurt us in a bad way but it’s always ends up like Walmart. I love what I do and I will do anything for any any body with a bike. The problem is they don’t have a clue when you talk to them there tech support blows and they don’t know shit.

    I can tell you this , if you ever call my company I will tell you the truth, I will get you the best price, I won’t tell you it’s a bolt on item when it’s not. I will do everything in my power to help you and give you the correct information. These other companies will not. Oh just buy it it will be okay until it shows up at your house and you need a machine shop a welder and a professional mechanic. We pride ourselves in our knowledge to help our clientele, if you need a good price call us and we will be there for you will they?

    I understand it’s all about Money right now because of the economy but at the end of the day if they sell you a tire that’s a blem and you have a blowout what then. If you buy a parts and it costs you triple because you were misinformed don’t bitch. There is a ton of local shops that live the life show them your love and give them business. It’s not a sin to look around for a good price but make sure your getting what you deserve, it’s two wheels put your hands in a professional shop who cares. Think of this do you bring your own eggs to mcdonalds, no so why would you do that to your local shop who helps you get your bike on the road safely. Don’t be scared as us if we can match the price or help you in any way I bet they will. I know I would . My customers are happy and they don’t disrespect our knowledge and what we do for a living. I hope this helps!!!!!

    Frank Stancato. DRM

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