“ There has been a lot of interest , but not much information ”
At the recent Tucker Rocky / Biker ’ s Choice Dealer and Brand Expo in Texas ( February 9-10 ) AMD Magazine met with MAG CEO Andy Graves to discuss some of the tough issues that have faced the group since the merger in May 2014 . We found Graves to be ready and willing to face the issues , discuss the strengths that the combined group can build on , and the opportunities it is now looking to develop …
Words by Robin Bradley robin @ dealer-world . com
T he 58-year-old Graves joined MAG in January 2015 , some seven months after news of Tucker Rocky owner Lacy Diversified Industries ’ audacious acquisition of Motorsport Aftermarket Group had sent shockwaves around the industry . At the time , I remember describing it as being like someone dropping a very large rock into our humble pond , and it doesn ’ t seem like a single month has gone by since then without some kind of news ( negative or otherwise ) about LDI ’ s struggle to get their arms around the behemoth they created . Lacy acquired MAG , and then merged it with TR into a new combined group holding company in a growth market – one that has stalled since the deal was done . Frustratingly for everybody , it has done so following a period of initial , if fragile , recovery from the impacts of the 2008-2012 financial crisis . Graves ’ background in the boat and marine leisure industry has parallels with the powersports aftermarket , and his reputation as a consolidator preceded him into a 24 month-cycle of creating an entirely new management structure and rationale for the combined business – a process that has certainly had its downs as well as ups . “ The similarities are a big part of what attracted me to the role with MAG ” said Graves . “ I had been involved in specialty markets that were driven by leisure dollar spending , where the major items were engineered and manufactured goods . I also
spent time in distributive environments , logistics , and with brand development and management , understanding and seeing how brand values can be evolved . “ So I felt quite comfortable in terms of being able to come to terms with , and understand , the issues and the opportunities quite quickly – and it is very much about the opportunities . Just like the
“ there is a good platform being built ” marine and boating industry , powersports is passion and lifestyle led . In markets like that there are always going to be opportunities thanks to the enthusiasm of the market ’ s consumers . “ The one thing that I was clear about straight away was to understand the group as being essentially three different but compatible and mutually supportive businesses ; with each helping dealers ’ customers enjoy powersports as the common denominator . “ Number One - Tucker Rocky and Biker ’ s Choice are leading distribution businesses that have their own set of requirements in terms of capabilities , capital and relationships .
www . AMDchampionship . com AMERICAN MOTORCYCLE DEALER - APRIL 2017 19