Online motorcycle retailer RumbleOn partnered with Sonic Automotive in December 2017 to allow the car dealer group to be “more aggressive” with powersports trade-ins, Marshall Chesrown, chief executive of RumbleOn, told Powersports Finance.
The problem RumbleOn identified is that motorcycle owners are going into car dealerships looking to trade in their used bikes, but many automotive dealerships decline those trade-ins.
“Most used-car managers would get fired if that thing was seen sitting on the showroom floor,” Chesrown said. Dealers are put in a position where they have to immediately sell the bike at auction, where they won’t get market value, or the consumer has to sell peer-to-peer.
