Last week Tucker Rocky announced a rebranding of their company. Now, named Tucker, the change represents a fresh start for the company that has been through quite a lot in the past 8 months. In November, the Mag Group, Tucker Rocky’s parent company filed chapter 11 bankruptcy announcing $440 million in debt. The company restructured and emerged from bankruptcy in April. The rebranding of the popular Tucker Rocky brand will serve as a fresh start to the powersports distribution company.
Learn more in their press release below and in the videos they produced announcing the new Tucker.
The new look for Tucker
Tucker Press Release
Introducing the new Tucker, a rebranding of Tucker Rocky that honors the company’s rich heritage and showcases its status as a world-class leader in powersports distribution.
“The Tucker of today offers unrivaled services to our dealers and brand partners,” emphasizes Eric Cagle, President of Tucker. “From distribution, sales and customer service; to marketing, advertising and brand building, we are dedicated to the support and growth of powersports.”
As part of the rebranding, Tucker proudly introduces a new logo. The forward-facing square and large notched “T” combine to create a symbol of speed and innovation. Bold red was chosen to represent Tucker’s passion to deliver the best brands in powersports. Known in the industry for being dedicated to supporting its customers, the all-lowercase “tucker” is appropriately friendly.
“The need for speed is innate in powersports enthusiasts and imperative as a distributor,” explains Taz Sobotka, Senior Manager of Marketing. “The Tucker ‘Power T’ logo conveys the visual allusion of speed and movement that represents the feeling of freedom we all love about powersports.”
The individual pieces of the new Tucker logo come together as one to symbolize the unified qualities that make the company a world-class distributor. The new name symbolizes the vision and values of Ed Tucker’s humble beginnings when he started the company in 1967. Over 50 years later Tucker continues to deliver the most powerful brands in powersports.
Look for the new look June 16th on location at the American Flat Track OKC Mile with Cory Texter and his CTR crew, and the High Point AMA Pro Motocross National in Mt. Morris, PA with EBR Performance/Altus Motorsports Yamaha and rider Ramy Alves.
Featuring the most powerful portfolio of parts, accessories and apparel brands in powersports, Tucker is the go-to supplier for retailers across the nation. In addition to an unmatched product selection, Tucker is proud of its relentlessly customer-centric culture and unwavering pledge to on-time delivery. Because of its uncompromising commitment to continuous improvement, Tucker has been earning the trust of the best dealers in the industry for over 50 years.
So what does this mean for the iconic brand? Only time will tell but the fresh clean look and the new blood they are bringing in should set the company up for growth in the near future. The bankruptcy really only lasted a short time and I don’t feel that the dealers were negatively affected. True they lost some vendors, but they also brought some new ones in.
I’m always a bit confused at publically directed marketing by distributors, after all, they don’t sell direct to consumers but I guess when you figure in the employees at the 5000+ powersports dealers it makes sense. Parts Unlimited did it for many years with supercross. Now with WPS is taking over from them, the distributors must see a value in the marketing spend. I am happy to see Tucker Rocky, or should I say, Tucker emerge from the bankruptcy strong and excited about whats coming next. It is good news for the powersports industry.
Last month, Tucker Rocky announced that they would be exhibiting at the AIMExpo in Las Vegas this October. This news comes as Tucker Rocky is restructuring following declaring bankruptcy in late 2017. The trade show landscape in the powersports business has been fascinating lately. In October 2017, it was announced that there would be no V-Twin expo in 2018 after a 17-year run. But the AIMExpo seems to experience success. The announcement of Tucker Rocky as an exhibitor is big news, coupled with the statement in November 2017 from Parts Unlimited and Drag Specialties where they signed a 2-year commitment to the show. Of the Big 3 US Distributors, only Western Powersports remains uncommitted to the show. Each distributor continues to hold their own dealer/rep shows in various locations around the country, but the AIMExpo is the only opportunity for reps, dealers, and consumers to all experience the powersports industry in a single location.
The show will be held in Las Vegas in 2018 and returns to Colombus Ohio in 2019. The addition of both Parts Unlimited/Drag Specialties and Tucker Rocky are considerable additions to the show as the AIMExpo group tries to regain the show glory of Indianapolis Dealer Expo of years past.
Will they be successful? Only time will tell, but I think they are moving in the right direction.
Tucker Rocky to Exhibit at AIMExpo presented by Nationwide this October
Leading Texas-Based Distributor Joins the Industry in Las Vegas
IRVINE, Calif. – The American International Motorcycle Expo presented by Nationwide (AIMExpo) has added another industry powerhouse to its showfloor with Tucker Rocky making its commitment to the 2018 show this October 11-14 at the Mandalay Bay Convention Center in Las Vegas. The sixth-annual event makes its West Coast debut where it will again serve as the rallying point for collectively moving the powersports industry forward. The Texas-based distributor will have a significant presence on the showfloor, as the company recognizes the importance of the show and its impact on the future of the industry.
“AIMExpo is a great venue to engage dealers and to showcase new products with our brand partners,” said Kenan Ikels, Vice President of Sales and Marketing, Tucker Rocky. “The Motorcycle Industry Council produced show serves an important purpose as the place for the industry to come together for business today, while building a future path for dealers and the rest of the industry. That’s why Tucker Rocky will be in Las Vegas, and we invite our customers to join us.”
As one of the leading distributors of motorcycle and ATV aftermarket parts, accessories and apparel, Tucker Rocky offers tens of thousands of products to its large dealerbase. Tucker Rocky recognizes the critical role dealers play in the future of the powersports business and reaffirms its commitment by engaging with these dealers and joining the industry in Las Vegas.
“As an important distributor partner to dealers, Tucker Rocky is a key addition to the show. Research from prior shows indicates the top reasons dealers attend are to see new product and meet with their distributor, and we welcome the Texas-based company’s plans to do exactly that,” said Larry Little VP and GM of MIC Events. “This is a very important time in the powersports business and we look forward to working closely with the Tucker Rocky team, communicating to their dealers the value of attending this year’s show and uniting the industry in Las Vegas.”
Be sure to stay tuned to the AIMExpoUSA.com website and keep up to date on exciting news as it happens by visiting AIMExpo’s social media pages. “Like” the American International Motorcycle Expo on Facebook, and “Follow” on Twitteror Instagram: @AIMExpo.
The news hit last week. PARTS UNLIMITED/DRAG SPECIALTIES SIGNS TWO YEAR COMMITMENT TO EXHIBIT AT AIMEXPO. In my opinion, this is one of the most important pieces of news regarding the AIMExpo in recent memory. While they are not the first of the big 3 US distributors to display at the AIMExpo (Tucker Rocky did in the early years), the return of Parts Unlimited could usher in the glory days of the old Dealer Expo that took place during the height of the powersports industry business.
Back in the days of the Dealer Expo, when the powersports industry was at an all-time high, everyone had display space. Distributors large and small, national and regional. The trade was firing on all cylinders, and everyone was enjoying the good life. But as the industry began to decline Parts left the expo, then Tucker Rocky and from what I recall, WPS was the only one displaying those last years in Indy.
Each distributor reviewed their show plans, and the Dealer Expo/AIMExpo was no longer a part of it. But will this announcement spark a return from WPS and Tucker Rocky and then all of the small regional distributors again? In my opinion, it will. Maybe not in 2018 but certainly in the years to come. Although because of the recent Chapter 11 announcement from Tucker Rocky we might not see them right away. But I do believe WPS will follow Parts Unlimited to the AIMEXpo.
I truly believe that in order to grow, the industry needs events like the AIMExpo. It gives manufacturers, distributors, and dealers with an opportunity to talk and share stories. Good, bad and ugly.
So with all of that in mind will I see you in Las Vegas for AIMExpo 2018?
Complete press release. IRVINE, Calif. – The American International Motorcycle Expo presented by Nationwide, (AIMExpo) is pleased to welcome Parts Unlimited/Drag Specialties as an exhibitor at the 2018 event in Las Vegas (October 11-14) and in 2019 when the show makes its return to Columbus, Ohio.
The global parts and accessories distributor will join the greater powersports industry as a vital addition to the annual platform that creates the opportunity for industry, dealers, vendors, and media to come together in one place at one time to highlight key brands and showcase new product, conduct business, network, and address industry challenges and opportunities. Parts Unlimited/Drag Specialties and its host of brands extend the lineup of exhibitors represented at AIMExpo presented by Nationwide as the first major distributor, a key category important for continued growth of the show.
“Parts Unlimited has deep roots in the industry, and it’s pivotal to be among our peers to assess the health of the sport and industry while also creating the opportunity to make connections with new and existing dealers and vendors,” said Mike Collins, CEO. “The MIC produced event provides a highly important place for powersports businesses to come together.”
Founded in 1967 by Fred Fox, Parts Unlimited/Drag Specialties is the world’s largest distributor of powersports aftermarket parts and accessories and is owned by LeMans Corporation headquartered in Janesville, Wisconsin. Along with sister companies, Parts Canada and Parts Europe, they sell to dealerships worldwide. The company portfolio includes noted brands Thor, Icon, Moose, Z1R, Arctiva, Slippery, and AMS.
“In just over five years, AIMExpo presented by Nationwide has established itself as North America’s annual gathering place for all of powersports, and the addition of iconic distributor Parts Unlimited/Drag Specialties signifies the platform’s value and importance for all industry constituents,” said Larry Little, vice president and general manager, MIC Events. “Post-show research confirms that meeting with distributors is a top reason for dealers to attend the event, and we look forward to partnering with them to expand the core value for dealers joining the greater industry in Las Vegas and Columbus.”
Be sure to stay tuned to the AIMExpoUSA.com website and keep up to date on exciting news as it happens by visiting AIMExpo’s social media pages. “Like” the American International Motorcycle Expo presented by Nationwide on Facebook, and “Follow” on Twitter or Instagram: @AIMExpo.