ThunderRoad Financial has updated its military service program to include first responders, Chief Executive and President Donal Hummer told Powersports Finance.
The Frontline program offers a discounted rate to active and retired military personnel, and first responders, such as firefighters, paramedics and police officers. The program covers new and used motorcycles, ATVs and UTVs.
Previously, the lender tested an “informal” program in Flordia before making it available for all of its dealers, Hummer said.
The updated program launched in December 2019 and the “reception’s been really good,” Hummer added. “I think everybody likes a little pat on the back. The dealers are saying that they’ve been able to advertise the program and offer this to people that are one of the various military or first responders, and they all like it.”
Based in Reno, Nev., ThunderRoad works with 500 dealers in 28 states.
