Here are a few stories that came across my desk that I think are relevant and interesting to the powersports business community.


Automatic Distributors is welcoming Scott USA as the latest addition to the Automatic brand portfolio. This new distribution agreement creates a new opportunity for Automatic to enhance its line of action-sports eyewear and grips, and it unlocks Scott’s expansive product catalog to Automatic’s vast coast-to-coast dealer network.

Beginning in 1958 as a ski pole manufacturer, Scott USA, the now iconic action-sports company, has grown in fame to become one of the most worn off-road goggle brands in the industry. It entered the motocross market in 1970 and has continued to build innovative, high-performance and quality products loved around the world. Every product emphasizes the company’s mission: “Innovate-Technology-Design,” and “No Shortcuts.”

“Scott is the pinnacle of combining innovation and technology to create some of the best sports products in the world. Our purpose at Automatic is focused on these same principles to enhance the dealer experience and increase their ability to serve powersports enthusiasts everywhere,” said Jeff Graham, Automatic Distributors president, about the new deal.

Automatic Distributors will offer Scott motosport products, with dealer orders now being accepted and product ready to ship. For more information on how to become an Automatic dealer, visit To learn more about Scott, visit

2 – NGK SPARK PLUGS TO CHANGE COMPANY NAMEFrom Motorcycle and Powersports News

NGK Spark Plugs (U.S.A.) Inc. announced that effective April 1, 2023, the company name will become Niterra North America, INC. The name change follows the strategy to unify the global brand NGK Spark Plug Co., LTD, which will begin operating under the English trade name Niterra Co., LTD next April. The Japanese language corporate name will not change. 

“As we prepare, create and lead our company into the future, we continue to grow and expand inside and outside the automotive business and other ICE [internal combustion engine] industries,” said Michael Schwab, president and CEO. “We are becoming an increasingly progressive corporation as we strive to meet our vision for the future. However, it became apparent several years ago that our global corporations’ name in English, although very well established, presented certain limitations, creating a narrow image of our identity to the outside world and not lending itself to evolution.” 

The new name, not specific to spark plugs, combines the Latin words niteo, “shine,” and terra, “planet earth,” reflecting the company’s future vision and already expanding portfolio of products and services. The company has been preparing and creating for the future for some time, most recently with the development of the Venture Lab, which contributes to society by developing solutions to customer pain points. In addition, the team identifies and curates new ideas in the areas of mobility, medical and utilities. 

The company will not change the brand of its products with this transition, stating the NGK and NTK brands will remain the trusted brands of their portfolio or products. However, other brands may be added in the future as they continue to evolve. 

“This is an exciting time for our company. We are expanding our core ceramic technologies and challenging ourselves to develop solutions and services that use technologies to resolve social issues while contributing to a sustainable society. We have a strong team with strategic, functional, and operational expertise that will allow us to maximize our growth potential for many years to come,” Schwab added.

3 – Polaris unleashes new RZR Pro R content seriesFrom Polaris

Chad “Ochocinco” Johnson, Rose Namajunas, Roy Jones Jr. & Chad Mendes Ride Shotgun for Extreme Joy Rides with Five-Time Off-Road Racing Champion RJ Anderson

MINNEAPOLIS, MN (August 16, 2021) – Polaris Off-Road, the leader in off-road vehicle innovation, today unleashed a thrilling content series, featuring four of the world’s toughest athletes, including four-time All-Pro wide-receiver Chad “Ochocinco” Johnson, five-time boxing champion Roy Jones Jr., two-time UFC strawweight champion “Thug” Rose Namajunas and veteran UFC fighter Chad “Money” Mendes. At the wheel, piloting a series of extreme joy rides in the Polaris RZR Pro R, is five-time Polaris UTV off-road racing champion RJ Anderson.

Showcasing in grand fashion just how thrilling off-roading can be, Sunday Strolls tests the courage of these four fearless athletes, each with little-to-no side-by-side experience, as they ride shotgun with Anderson while he pushes the limits of a near-stock RZR Pro R around the Los Angeles County Raceway Motocross (LACR) track in Southern California. With nearly a mile of track to work with, Anderson is in full “send” mode, backing his RZR Pro R into hairpin turns, flying through whoops, and grabbing tons of air* off the track’s multiple table-top jumps. With talent fully wired for audio, the Pro R outfitted with multiple GoPro cameras, and a total of nine cameras around the track, including hand-held cameras, drones, and a camera-equipped RZR XP 1000 – not a single “oh crap” moment was missed.

Sunday Strolls is what we live for – to introduce new people to side-by-sides and demonstrate exactly why so many riders around the country eat, sleep and breathe off-roading,” said Reid Wilson, Vice President, Polaris RZR. “This was an extremely fun series to bring to life, as we connected world-class athletes from various genres who all share a passion for living life at full speed. Our four guests walked away with an entirely new perspective on the thrilling experience that a RZR, and side-by-sides in general, have to offer.”

Debuting today on the Polaris RZR YouTube channel, the complete Sunday Strolls publishing schedule is as follows:

August 16: Chad Johnson

Chad Johnson, aka “Ochocinco,” is a retired pro football wide receiver and four-time All-Pro. Ochocinco was widely known for his outgoing personality, but highly respected as a fearless receiver always willing to cross the middle of the field, despite the wrath countless receivers faced from hard-hitting defensive players.

August 23: Rose Namajunas

Arguably the toughest MMA fighter in the women’s strawweight division, “Thug” Rose Namajunas is a two-time champion and current #1 contender. In 2017, as an underdog, Namajunas defeated the undefeated strawweight champion via knockout. In 2021, Namajunas re-earned the title and became the first female fighter to regain a championship belt.

August 30: Roy Jones Jr.

Roy Jones Jr. is a former professional boxer and five-time world champion. Currently a commentator for nationally televised boxing events, Jones Jr. is the only boxer in history to begin his career in the light middleweight division and go on to win a heavyweight title. His grit and determination earned him a silver medal as the youngest boxer on the 1988 men’s U.S. Summer Olympics team. He’s highly regarded as one of boxing’s greatest champions and true legends, willing to step into the ring with any competitor throughout his illustrious career. 

September 8: Chad Mendes

Most known as a fierce featherweight MMA fighter, Chad “Money” Mendes has competed in a variety of combat sports, including collegiate wrestling and bare-knuckle fighting. With a career MMA record of 18 wins and five losses, Mendes is a proven competitor with an unrivaled willingness and aggressive tenacity to step up to any fighter in the octagon. Mendes is also an avid outdoorsman who enjoys bow hunting and fishing.

With the launch of RZR Pro R, Polaris changed the game for high-performance, Wide Open side-by-sides. Featuring unrivaled power, strength and control, the Pro R packs the industry’s most powerful engine ever put into a stock side-by-side. The naturally aspirated ProStar Fury 2.0L, four-cylinder engine puts out a class-leading 225 horsepower. Its commanding 74-inch stance delivers rider confidence, while selectable ride and handling modes, and the industry’s most sophisticated suspension system, DYNAMIX DV, provides exceptional control and comfort.

To learn more about Polaris RZR and to stay up to date on testing and demo opportunities, visit or join the conversation and follow on Facebook®Instagram®YouTube® and Twitter®.

*Do not attempt. Professional driver. Closed course.

About Polaris

As the global leader in powersports, Polaris Inc. (NYSE: PII) pioneers product breakthroughs and enriching experiences and services that have invited people to discover the joy of being outdoors since our founding in 1954. Polaris’ high-quality product line-up includes the Polaris RANGER®, RZR® and Polaris GENERAL™ side-by-side off-road vehicles; Sportsman® all-terrain off-road vehicles; military and commercial off-road vehicles; snowmobiles; Indian Motorcycle® mid-size and heavyweight motorcycles; Slingshot® moto-roadsters; Aixam quadricycles; Goupil electric vehicles; and pontoon and deck boats, including industry-leading Bennington pontoons. Polaris enhances the riding experience with a robust portfolio of parts, garments, and accessories. Proudly headquartered in Minnesota, Polaris serves more than 100 countries across the globe.

4 – Tucker Powersports to be highlighted on Viewpoints with Dennis Quaid From Powersports Business

Tucker Powersports will be featured this week in an episode of Viewpoints with Dennis Quaid. The dealership’s portfolio of E-Power products will be highlighted.  

Tucker is a noted distributor of products for motorcycles and utility vehicles (UTV’s), with thousands of dealers in the U.S. After launching a full lineup of electric-powered bicycles, scooters, skateboards and related gear in April of 2021, Tucker has become a leader in electric powered recreation and transportation.  


5 – Dorman Products to Acquire SuperATV, a Leading Supplier to the Powersports AftermarketFrom Dorman Products


  • Dorman Products to acquire SuperATV for $490 million in cash at closing, plus a two-year earn-out of up to $100 million in the aggregate based on achievement of 2023 and 2024 performance targets. Adjusted for estimated tax benefits, the transaction value before earn-out is approximately $445 million.
  • SuperATV provides Dorman with a new growth platform by adding a leading independent supplier of aftermarket parts and accessories to the powersports industry who has a track record of growth fueled by new product innovation.
  • The transaction is expected to be immediately accretive to margins and adjusted diluted earnings per share (“adjusted EPS”), excluding one-time charges and acquisition-related intangible assets amortization.
  • In connection with the transaction, Dorman expects to obtain a $500 million incremental credit facility under the terms of its existing credit agreement.

COLMAR, PA – August 18, 2022 – (Motor Sports NewsWire) – Dorman Products, Inc. (the “Company” or “Dorman”) (NASDAQ: DORM), a leading supplier in the motor vehicle aftermarket industry, today announced that it has entered into a definitive agreement to acquire Super ATV, LLC (“SuperATV”), for $490 million in cash at closing, plus an earn-out of up to $100 million in the aggregate payable over a two-year period subject to certain performance targets being achieved in 2023 and 2024. When adjusted for approximately $45 million present value of estimated tax benefits, the transaction value before earn-out is $445 million. The transaction is subject to customary closing conditions, including clearance under the Hart-Scott-Rodino Antitrust Improvements Act, and is expected to close in the second half of 2022.

SuperATV is a leading independent supplier to the powersports aftermarket with a family of highly respected brands spanning functional accessories and upgrades, as well as replacement parts for specialty vehicles. SuperATV represents a unique opportunity to leverage Dorman’s “New to the Aftermarket” engine in a highly attractive and rapidly growing adjacent market, consistent with Dorman’s strategic priorities. SuperATV generated $211 million in net sales in fiscal 2021. Dorman expects the acquisition of SuperATV to be immediately accretive to margins and adjusted EPS, excluding one-time charges and acquisition-related intangible assets amortization. Additionally, Dorman anticipates significant opportunities to catalyze incremental growth via new product innovation through its “New to the Aftermarket” engine.

The combined company is expected to be a best-in-class powersports aftermarket platform with vertically integrated development, manufacturing and fulfillment capabilities. SuperATV’s omni-channel approach, which combines a leading direct-to-consumer platform and relationships across a network of 3,500+ dealers and installers, enables customers to have access to the products they need wherever and whenever they choose to shop. SuperATV’s recognized reputation for quality and innovation has cultivated a passionate and loyal customer base within the powersports community.

Kevin Olsen, Dorman’s President and Chief Executive Officer, commented:

“This combination aligns with our strategy to diversify our customer base and product offering by providing a compelling entry point to the large and rapidly growing powersports industry. Not only is SuperATV a leader in their space with an extensive portfolio of widely recognized brands and proprietary products, but they also have a highly successful approach to new product innovation that aligns closely with Dorman’s business model. As a result, we are confident we can leverage Dorman’s playbook to further accelerate growth. We are excited to welcome SuperATV to the Dorman family and are excited about the value the combined company will generate for our customers and shareholders.”

Lindsay Hunt, SuperATV’s President and Chief Executive Officer, commented:

“The combination of Dorman and SuperATV is extremely exciting. The resources and expertise that Dorman provides will allow us to accelerate our growth and expand to our fullest potential by delivering an even better experience and more products that our customers love. We look forward to becoming part of the Dorman family upon the successful completion of the transaction.”

In connection with the transaction, Dorman expects to obtain a $500 million incremental credit facility under the terms of its existing credit agreement, resulting in net leverage of less than 2.3x. The cash flow generation of the combined company is expected to provide Dorman with flexibility to continue executing on its strategic priorities. Until the transaction closes, both companies will operate independently.

An investor presentation containing additional information regarding the transaction is accessible on Dorman’s website at under “Investor Relations.”

About Dorman Products

Dorman gives repair professionals and vehicle owners greater freedom to fix cars and trucks. For over 100 years, we have been driving new solutions for the motor vehicle aftermarket, releasing tens of thousands of replacement products engineered to save time and money, and increase convenience and reliability.

Founded and headquartered in the United States, we are a pioneering global organization offering an always-evolving catalog of parts, covering light-, medium- and heavy-duty vehicles, from chassis to body, from underhood to undercar, and from hardware to complex electronics. See our full offering and learn more at

About SuperATV

Founded in 2004, SuperATV employs highly skilled and industry expert men and women in all facets of design, manufacturing, sales and distribution. SuperATV’s leading family of proprietary brands includes Assassinator Tires, Assault Industries, Black Ops, EZ STEER, Gear Driven Performance, Intimidator Tires, Keller Performance Products, RackBoss, REV1, Rhino, SandCat, Terminator Tires, Warrior Tires, X300, and XR Optic. SuperATV is recognized in the powersports aftermarket for its high-quality suspension, steering, portal gear lifts, lighting, storage, vehicle protection, drivetrain, maintenance, accessories, and other product lines.

Forward-Looking Statements

This press release contains “forward-looking statements” within the meaning of the Private Securities Litigation Reform Act of 1995, including statements related to net sales, diluted and adjusted diluted earnings per share, gross profit, gross margin, adjusted gross margin, indebtedness, liquidity, new product growth and the Company’s outlook. Words such as “believe,” “demonstrate,” “expect,” “estimate,” “forecast,” “anticipate,” “should,” “will” and “likely” and similar expressions identify forward-looking statements. However, the absence of these words does not mean the statements are not forward-looking. In addition, statements that are not historical should also be considered forward-looking statements. Readers are cautioned not to place undue reliance on those forward-looking statements, which speak only as of the date such statements were made. Such forward-looking statements are based on current expectations that involve a number of known and unknown risks, uncertainties and other factors (many of which are outside of our control). Such risks, uncertainties and other factors relate to, among other things: the impacts of COVID-19; competition in and the evolution of the motor vehicle aftermarket industry; changes in our relationships with, or the loss of, any customers or suppliers; our ability to develop, market and sell new and existing products; our ability to anticipate and meet customer demand; our ability to purchase necessary materials from our suppliers and the impacts of any related logistics constraints; financial and economic factors, such as our level of indebtedness, fluctuations in interest rates and inflation; political and regulatory matters, such as changes in trade policy, the imposition of tariffs and climate regulation; our ability to protect our intellectual property and defend against any claims of infringement; and our ability to protect our information security systems and defend against cyberattacks. Should one or more of these risks or uncertainties materialize, or should underlying assumptions prove incorrect, actual results may vary materially from those anticipated, estimated or projected. These risks, uncertainties and other factors also include, but are not limited to: (i) the proposed transaction may not be completed, or completed within the expected timeframe; (ii) costs relating to the proposed transaction may be greater than expected; (iii) the possibility that a governmental entity may prohibit, delay or refuse to grant a necessary regulatory approval in connection with the proposed transaction; (iv) anticipated tax benefits may not be achieved; (v) problems may arise in integrating the businesses of the two companies and the integration may not be successful; (vi) the combined companies may be unable to achieve any anticipated synergies or any benefits of the transaction may take longer to realize than expected; (vii) the businesses of one or both companies may suffer as a result of uncertainties surrounding the proposed transaction, including disruption of relationships with customers, employees, suppliers or dealers; (viii) the combined companies may not perform as expected following the closing; (ix) the failure to enter into an incremental $500 million credit facility or to repay any borrowings thereunder; and (x) other risks beyond the control of either party. Should one or more of these risks or uncertainties materialize, or should underlying assumptions prove incorrect, actual results may vary materially from those anticipated, estimated or projected. For additional information concerning factors that could cause actual results to differ materially from the information contained in this press release, reference is made to the information in Part I, “Item 1A. Risk Factors” in the Company’s Annual Report on Form 10-K for the fiscal year ended December 25, 2021 and the Company’s Quarterly Report on Form 10-Q for the fiscal quarter ended June 25, 2022. The Company is under no obligation to (and expressly disclaims any such obligation to) update any of the information in this press release, including but not limited to any situation where any forward-looking statement later turns out to be inaccurate whether as a result of new information, future events or otherwise.

6 – Volcon Off-Road UTVs to be Powered by General Motors’ Electric Propulsion SystemsFrom Volcon


Austin, Texas USA, Aug. 12, 2022 (GLOBE NEWSWIRE) — AUSTIN, TX | August 12, 2022 | Volcon Inc. (NASDAQ: VLCN), (“Volcon” or the “Company”), the first all-electric, off-road powersports company, announced today that it will power all of its off-road utility terrain vehicles (“UTV”) with General Motors’ (“GM”) proven and tested electric propulsion systems, including the Company’s flagship UTV, the Volcon Stag, which was revealed to the public on July 1, 2022. Future models, including future versions of the Stag, as well as the Company’s planned “Project X” vehicle, will be designed and developed to utilize GM’s electric propulsion systems. Volcon will be the first, and currently only off-road powersports company to offer their full line of vehicles with GM’s electric propulsion. 

In pursuit of a world with zero crashes, zero emissions and zero congestion, GM aspires to eliminate tailpipe emissions from its light-duty vehicles by 2035 on the way to carbon neutrality in its global products and operations by 2040. Volcon is dedicated to improving off-road vehicle performance and sustainability and this agreement will help bring the fun and strong performance of EVs to more people, faster. 

“General Motors has transformed from an automaker to a platform innovator, with scalable architectures designed to accelerate EV adoption across different industries and product types,” said Travis Hester, GM Vice President of EV Growth Operations. “Our work with Volcon is indicative of our plans and demonstrates the flexibility of the platform as well as potential applications well beyond traditional vehicles.”

Since inception, Volcon’s mission has been to electrify the off-road powersports industry by pioneering EV products that enable people to connect with the outdoors like never before.  Volcon vehicles allow for the adventurer to experience nature in its natural state by eliminating the noise and emissions that are commonplace with off-road vehicles today.  

Although the Volcon Stag hasn’t been kept a secret, Volcon recently began sharing more finalized details of the much-anticipated all-electric UTV, which will come to market in 2023. The Stag, which is expected to be the first of many trim levels available, is expected to be a category-leading, high-performance off-road vehicle. The Stag will feature new technologies which the Company believes will provide a unique and thrilling off-road experience that isn’t currently available in the market today. 

In addition to battery cell modules, the Stag will use a number of supporting components from GM.

The Stag will deliver a unique driving experience, combining performance and excitement that only an EV can provide, innovative connectivity and flexible utility that make the vehicle perfect for adventure and work. 

The GM propulsion system will provide instant high power and torque, with AWD capabilities, enabling the Stag to have exceptional acceleration and speed recovery in a variety of terrains. Variable driving modes will allow the driver to adjust the power delivery to optimize performance or range according to the needs, while the innovative cockpit will provide a class leading human-machine interface (HMI), including multiple displays, and the capability to generate content and connectivity via the Volcon App. All of which will increase the driver’s interaction with friends and community. 

“Bringing GM’s electric vehicle expertise and systems to the Stag will produce an off-road experience that could set the standard for the entire industry. Having access to immediate power and torque along with the customizable digital integrations that the Stag will offer, creates the perfect balance for a class leading UTV,” expressed Christian Okonsky, CTO of Volcon ePowersports. “Everyone at Volcon has worked so hard to bring the best possible UTV to market and our alignment with GM could not be a better fit for making this project become a reality. We save an enormous amount of R&D expense and gain years of drivetrain testing and validation by joining forces with GM. In essence, we significantly reduce our time and cost to get to market.”  

Volcon also continues to explore and develop racing opportunities with the Stag. Volcon Technology Innovation Group (VTIG) has invested substantial efforts toward developing a highly competitive off-road race UTV which is expected to raise the bar in off-road racing with the help of GM EV technology.  

To learn more about the Stag, visit:

About Volcon 

Volcon Inc. is the first all-electric, powersports company producing high-quality off-road vehicles. Based in Round Rock, Texas, Volcon joins many major electric vehicle manufacturers near Austin, Texas, an area that is poised to become the electric vehicle capital of the world. 

Volcon was founded with the mission to enhance the outdoor experience while reducing the industry’s environmental footprint so that adventurers and workers alike can enjoy the outdoors and preserve it for generations to come. Volcon produces all-electric, off-road vehicles that are designed to elevate the adventure experience and help people get things done at work and on the home front.

Volcon’s first product, the innovative Grunt, combines a fat tire physique with high-torque electric power and a near-silent drive train which started shipping in September of 2021. Future models include the Runt, which is a youth-sized version of the groundbreaking Grunt. The Stag and Project X will be Volcon’s venture into the rapidly expanding world of UTVs and coming in future years as the company continues to expand. 

7 – Oasis Outdoors- Powersports celebrates grand openingFrom Powersports Business

Co-owners Rodney Cabaness and Shad Zimbro recently celebrated the grand opening of Black Diamond Harley-Davidson’s newest powersports store, Oasis Outdoors- Powersports. The grand opening of the new business, located in Marion, Illinois, coincides with the 15-year anniversary of Black Diamond Harley-Davidson.


8- UTI Completes Relocation of Motorcycle Mechanics Institute (MMI) to UTI-Avondale (Ariz.) – From UTI

PHOENIX – Aug. 10, 2022 – Universal Technical Institute (NYSE: UTI), a leading provider of transportation technician training, is pleased to announce the relocation of its Phoenix-based Motorcycle Mechanics Institute (MMI) to UTI’s Avondale, Ariz., location. The move consolidates all of UTI’s Arizona training programs at one location, reducing costs and furthering the company’s real estate optimization strategy. UTI purchased its Avondale campus and announced its intended consolidation of MMI-Phoenix at UTI-Avondale on December 29, 2020.

“The relocation of MMI Phoenix to our UTI-Avondale location brings all our Arizona-based training programs and services to a single state-of-the-industry facility. That’s better for students, better for instructors, and better for UTI’s bottom line, by allowing us to decrease fixed expenses while giving UTI the increased flexibility to support new programs and meet the evolving needs of our students and 35 brand partners,” said UTI Chief Executive Officer Jerome Grant.

“Advanced automotive manufacturing is helping power Arizona’s red-hot economy, highlighting the importance of advanced transportation technicians. By bringing its industry-leading Motorcycle Mechanics Institute to the Avondale campus, UTI is ensuring our state’s workforce can meet the needs of an industry that produces high-quality, well-paying jobs,” said CEO of the Arizona Commerce Authority, Sandra Watson.

Founded in 1973, MMI offers manufacturer-specific training from six leading brands, and offers an education in motorcycle mechanics, ATVs, side-by-sides, personal watercraft, snowmobiles and more. Students can complete MMI’s core Motorcycle Technician Training Program in just 42 weeks. The MMI facility comprises nearly 60,000 square feet, including 26 classrooms and labs. Brand partners include Harley-Davidson, Honda, Yamaha, Suzuki, Kawasaki and BMW.

“Phoenix Area Ride Now has employed MMI-trained technicians for the past several years,” said Phoenix Area RideNow Service Director Jim Carrozza. “The technicians we have employed have been well trained and passionate about the industry.”  

MMI’s offerings join a full suite of programs already available at UTI’s Avondale location, including automotive mechanic training, diesel mechanic training, and welding training. Manufacturer Specific Advanced Training (MSAT) offered at UTI-Avondale includes the BMW FastTrack, Ford FACT, GM Technician Career Training, Cummins Diesel Engines, Cummins Power Generation, Daimler Trucks Finish First, and Volvo Tekniker Apprentice programs.

About Universal Technical Institute, Inc.:

Founded in 1965 and headquartered in Phoenix, Universal Technical Institute’s (NYSE: UTI) mission is to serve our students, partners, and communities by providing quality education and support services for in-demand careers. Approximately 250,000 students have graduated from one of UTI’s 16 campuses located across Arizona, California, Florida, Illinois, Michigan, North Carolina, Pennsylvania, New Jersey, and Texas. UTI’s campuses are accredited by the Accrediting Commission of Career Schools and Colleges (ACCSC), while its employer-aligned technical training programs are offered under four brands: Universal Technical Institute, Motorcycle Mechanics Institute / Marine Mechanics Institute, NASCAR Technical Institute, and MIAT College of Technology. For more information and a complete list of all programs offered, please visit or follow on LinkedIn @UniversalTechnicalInstitute and on Twitter @news_UTI.

9 – Parts Unlimited names regional sales rep

Parts Unlimited has announced Dakota Simmons as its newest sales rep for the Central region, covering Tennessee and North Carolina.

Parts Unlimited has announced Dakota Simmons as its newest sales rep for the central region, covering Tennessee and North Carolina.

Simmons’ industry experience includes parts and accessories sales and management at the dealer level as well as being a former AMA Pro Flat Track competitor. He also has a history of supermoto, motocross, trail-riding, SXS riding and ATV riding. In his spare time, he enjoys kayaking, boating, fishing, camping and scuba-diving. 

10 – David Piercy returns to American Landmaster as Director of Marketing and Creative

 American Landmaster brings back David Piercy full time as the Director of Marketing and Creative. David brings over 12 years of experience in marketing and design including strategies around: ecommerce, branding, digital advertising, social, sales funnels, and product launches. David previously worked for American Landmaster from 2017 – late of 2021 and left briefly to explore a new venture before returning back to American Landmaster in June 2022.

“There are few companies out there that give you full control of your department and let you take it to where your imagination leads you. American Landmaster does just that. We need to be able to react quickly to market conditions, opportunities, and challenges. There can’t be red tape, daunting meetings, or micromanagement. I love how American Landmaster believes in an emerging-ideas approach, a bottom-up tactic, that encourages the people to bring ideas to the executive team… not the other way (top-down only). I am excited to bring my experience and ideas back to the American Landmaster organization. This will be fun.” Says David Piercy.


David received his Bachelors in Graphic Design from Indiana University, Bloomington. He also competed as an All-American NCAA DIV I diver for the university leading as team captain for two of the five years.

“David comes with a unique sense of creativity and passion that American Landmaster needs. You can give him a brief concept that he’ll dive into and bring to fruition quickly.” Says Jeff Bannister – President of American Landmaster. “I worked with David for several years to launch our new branding, product, advertising and other marketing efforts in the past. It can be hard to find a single person that can shift into so many different roles. David can shift quickly into different roles where the business needs the most attention. We have several new disruptive products that we’ll be bringing to the industry in the near future and we’ll need David’s creativity, personality and tenacity to help market them effectively. We’re glad to have him back.”  Concludes Jeff.

About American Landmaster:

ALM has been manufacturing UTVs and related recreational products for over 50 years. The company is an Indiana based company producing a full line of gas and lithium ion UTVs. ALM distributes through independent dealers throughout the U.S., delivering the very best combination of technology, performance and American made ingenuity.  For more information please visit

Media Contact David Piercy,

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