An ADP Lightspeed study of 219 V-Twin dealers from Jan.-Sept. 2012 shows that helmets represent 3 to 9% of total parts & accessories sales. The 219 V-twin dealerships polled sold $3.1 million in helmets during the first nine months of 2012, part of $60 million in total P&A sales. The state of Indiana ranks number 1 with helmets comprising 9.1% of P&A sales, the state of West Virginia ranking last with only 2.9% of P&A sales.
But how different state laws affect the sales of helmets? ADP Lightspeed data shows that states without a helmet law make up 7 of the top 10 states when considering helmet sales as a percentage of total P&A sales. Indiana, Hawaii, Idaho, Nevada, Alaska, North Dakota and Puerto Rico are all states without helmet laws, and they ranked among the top 10 for helmets sales as a percentage of total P&A sales.
Among V-Twin dealers, Harley-Davidson, Tucker Rocky and Parts Unlimited are the source of 87 percent of helmet sales. In fact, nearly 2 out of 3 helmets (64 percent) sold by ADP Lightspeed V-twin dealerships is a Harley lid. Dealers who use ADP Lightspeed sold $2.07 million in Harley-Davidson helmets and helmet accessories over the January to September period. Tucker Rocky (12 percent) and Parts Unlimited (11 percent) follow, ahead of Western Power Sports (6 percent) and Fox Racing (3 percent).
Metric dealers who use ADP Lightspeed, meanwhile, generated $21.4 million in helmet sales from January to September, part of $287.3 million in total P&A sales. Helmets and helmet accessories by metric dealers run from 3 to 13% of total P&A sales. Delaware checks in highest, with helmet sales making up 13.3 percent of total P&A sales. Wyoming is lowest at 3.3 percent. Seven of the top 10 states in the study are states that require riders to wear helmets.
Among Metric Dealers, Helmet sales from Tucker Rocky lead the way at metric dealerships, with 36 percent of all helmet sales coming from the Texas-based distributor. Parts Unlimited follows with 22 percent, with Western Power Sports at 18 percent. Fox Racing claims 8 percent of the metric helmet sales market by ADP Lightspeed dealers, with Sullivans (5 percent) and Helmet House (3 percent) also eclipsing the $600,000 in sales mark from January to September.
ADP Lightspeed works closely with dealers to create high performance Powersports dealer management solutions that help increase profitability, improve customer retention and speed efficiency.