RumbleON
RumbleON (operating as RideNow Group) is a NASDAQ-listed vertically integrated powersports retailer operating 56+ U.S. dealerships and a digital marketplace for buying, selling, and financing motorcycles, ATVs, UTVs, and personal watercraft.
- Company typePublic
- Founded2016
- HeadquartersIrving, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What RumbleON does
RumbleON, now operating as RideNow Group, is a NASDAQ-listed (ticker: RMBL) vertically integrated powersports retailer that combines a digital marketplace with a national network of 56+ physical dealership locations across the United States. The company facilitates the buying, selling, and trading of new and pre-owned motorcycles, ATVs, UTVs, personal watercraft, snowmobiles, golf carts, and utility vehicles, alongside integrated financing, parts, and service operations. It maintains a deeply multi-brand inventory spanning manufacturers such as Polaris, Harley-Davidson, Indian Motorcycle, Honda, Yamaha, Kawasaki, Ducati, Can-Am, Sea-Doo, KTM, Suzuki, and CFMOTO.
The company's digital platform is powered by Dealer Spike and centered on ridenow.com, which exposes searchable inventory across categories, a payment calculator ("What's My Bike Payment"), insurance quote routing, and a proprietary RideNow Cash Offer Tool that enables direct vehicle acquisition from consumers. A separate dedicated portal (ridenowparts.com) handles OEM and aftermarket parts sales, while fleet.ridenow.com serves commercial buyers. Distribution is hybrid: physical dealerships handle retail sales, service, and parts, while a wholesale channel supports dealer-to-dealer inventory movement.
Revenue is generated primarily through one-time retail vehicle sales, wholesale B2B transactions, financing and credit services (transaction-fee economics on consumer loans), and ancillary services such as warranties, parts, and service work. Pricing is quote-based per vehicle, with promotional pricing frequently co-funded by manufacturer partners. Following a 2025 corporate realignment, RumbleON rebranded to RideNow Group and relocated its headquarters to Chandler, Arizona, aligning the corporate identity with its primary operating subsidiary.
RumbleON firmographics
Firmographics- Name
- RumbleON
- Legal name
- RumbleON Inc.
- Website
- https://rumbleon.com
- Company type
- Public
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- RumbleON (operating as RideNow Group) is a NASDAQ-listed vertically integrated powersports retailer operating 56+ U.S. dealerships and a digital marketplace for buying, selling, and financing motorcycles, ATVs, UTVs, and personal watercraft.
- Ownership category
- akta.pro rank
RumbleON industry classification
Industry- Product category
- Powersports Vehicle Retail
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Motor Vehicle and Parts Dealers (441), Automotive Parts, Accessories, and Tire Retailers (4413)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)
- akta.pro secondary industry
- Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)
Keywords
Where RumbleON is headquartered
LocationHeadquarters
- HQ city
- Irving
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
RumbleON business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales: Revenue from selling new and pre-owned powersports vehicles including motorcycles, ATVs, UTVs, and personal watercraft directly to consumers through physical dealership locations and online platform
- Wholesale Operations: B2B wholesale vehicle transactions and dealer-to-dealer sales operations
- Financing Services: Integrated financing services for vehicle purchases, generating revenue through interest and financing fees
- Ancillary Services: Warranty products and related services including parts and service department operations
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Vehicle retail pricing varies by make, model, condition (new, pre-owned, certified pre-owned), and location |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
RumbleON product offering
Product offeringCore offering
RumbleON (operating as RideNow Group) runs a vertically integrated digital and physical retail platform for powersports vehicles, selling new, pre-owned, and certified pre-owned motorcycles, ATVs, UTVs, and personal watercraft across 56+ RideNow Powersports dealership locations in the United States. Offerings are complemented by integrated financing, parts sales, professional service departments, fleet vehicle sales, pre-order reservations, and a proprietary RideNow Cash Offer Tool that enables direct purchases of used vehicles from consumers.
Product overview
RideNow Group (formerly RumbleON) operates a vertically integrated digital powersports retail platform combining online marketplaces with physical dealership operations. The core offering is the RideNow Powersports platform featuring an extensive online inventory of new and pre-owned motorcycles, ATVs, UTVs, and personal watercraft across 56+ U.S. dealership locations. The platform is complemented by the proprietary RideNow Cash Offer Tool for direct vehicle purchases, integrated financing services, parts sales (ridenowparts.com), professional service departments, fleet sales capabilities, and pre-order programs. Revenue is generated through retail sales, wholesale operations, and ancillary services including warranties and financing.
Differentiator
Problem solved
Functional benefit
Brands
- RideNow Cash Offer Tool: Proprietary tool enabling direct used vehicle purchases from consumers, serving as a key differentiator in the powersports sector with integrated financing and logistics.
Products and services
- RideNow Powersports Primary platform offering new and pre-owned powersports vehicles for sale across 56+ RideNow Powersports dealership locations throughout the United States, featuring an online inventory system with search by type, make, condition, and price for motorcycles, ATVs, UTVs, and personal watercraft.
- RideNow Cash Offer Tool Proprietary tool enabling RumbleON to make direct cash offers and purchase used powersports vehicles from consumers online, supporting direct-to-consumer vehicle acquisition.
- RideNow Fleet Dedicated fleet vehicle sales program offering commercial and fleet buyers access to powersports inventory at scale, available through the RideNow platform.
- RideNow Financing Services Integrated financing and credit services for purchasing powersports vehicles, including new and pre-owned inventory financing options and payment calculators delivered through the dealership network.
- RideNow Parts Department Genuine OEM and aftermarket parts sales for powersports vehicles sold at RideNow dealerships, available through the dedicated parts portal at ridenowparts.com.
- RideNow Service Department Professional maintenance and repair services for motorcycles, ATVs, UTVs, and personal watercraft, providing authorized service for vehicles sold through the dealership network.
- RideNow Pre-Order Pre-order program allowing customers to reserve upcoming model year powersports vehicles before they arrive at dealerships.
Companies that use RumbleON
Customer profileSegments3 records
Ideal customer profiles3 records
RumbleON technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
RumbleON partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- PolariscorePolaris is a key brand sold through RideNow dealerships. RideNow offers Polaris UTVs and ATVs including promotional pricing up to $4,000 off select 2026 Off-Road vehicles. Polaris Slingshot vehicles are also featured with promotional offers including $2,000 customer cash and financing or $3,000 customer cash for select 2025 models.
- Indian MotorcyclecoreIndian Motorcycle products sold through RideNow dealerships with promotional offers including up to $3,500 off from customer cash and trade-in credits or 1.99% financing for 36 months on select 2025 Bagger or Touring models.
- Harley-DavidsoncoreHarley-Davidson motorcycles sold through RideNow dealerships as part of the branded inventory offering.
- KawasakicoreKawasaki powersports vehicles sold through RideNow with promotional offers including savings up to $3,500 on select side x side models.
- YamahacoreYamaha motorsports products including motorcycles, boats, and power equipment sold through RideNow dealership network.
- HondacoreHonda powersports vehicles and equipment available through RideNow dealerships.
- DucaticoreDucati motorcycles sold through RideNow with promotional financing offers including no payments for 90 days and 0% APR financing for 60 months.
- Can-AmcoreCan-Am powersports vehicles including ATVs and UTVs sold through RideNow dealership locations.
- Sea-DoocoreSea-Doo personal watercraft products available through RideNow dealerships.
- KTMcoreKTM dirt bikes sold through RideNow dealerships.
- CFMOTOcoreCFMOTO powersports vehicles including ATVs and UTVs sold through RideNow dealership network.
- SuzukicoreSuzuki powersports vehicles available through RideNow dealerships.
- Segway PowersportsminorSegway powersports ATVs and UTVs sold through select RideNow locations.
- Club CarminorClub Car golf carts and utility vehicles available through RideNow.
- E-Z-GOminorE-Z-GO golf carts and utility vehicles available through RideNow.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
RumbleON competitors and assessment
Company assessmentDirect peers
- CarMax: Public used-vehicle retailer with omnichannel marketplace, integrated financing, and a multi-billion-unit inventory turn model; comparable to RumbleON's pre-owned vehicle marketplace, cash-offer tool, and financing attach.
- Lazydays Holdings: Public RV dealer network with multi-state physical rooftops plus e-commerce for new and pre-owned recreational vehicles; directly comparable to RumbleON's vertically integrated specialty-vehicle dealership model, just in motorhomes/trailers instead of powersports.
- Camping World Holdings: Largest US RV dealer with hundreds of locations plus Good Sam financing, parts, and service attachments; mirrors RumbleON's combination of brick-and-mortar scale, captive financing, parts/service, and integrated consumer brand.
- Carvana: Online-first used vehicle retailer using vertical e-commerce plus reconditioning logistics; comparable to RumbleON's digital marketplace model and direct consumer cash-offer purchase flow for used vehicles.
- America's Car-Mart: Public dealership group selling used vehicles with in-house financing to subprime consumers; comparable through vertical integration of physical retail, captive financing, and consumer-direct purchase tooling (RideNow Cash Offer).
Broad incumbents
- AutoNation: Largest US automotive retailer with multi-state physical rooftops, captive financing (AutoNation Finance), and an extensive used-vehicle platform; comparable as a multi-brand large-format dealership group, though anchored in passenger autos rather than powersports.
- Lithia Motors: Large public auto retailer rolling up regional dealer groups while building e-commerce (Driveway) and digital used-vehicle capabilities; comparable through the omnichannel retail rollout and dealership M&A playbook RumbleON also executes.
- Sonic Automotive: Public multi-brand auto retailer with EchoPark used-vehicle stores and in-house finance; comparable through the parallel strategy of new-vehicle franchises plus standalone used-vehicle omnichannel retail.
- Group 1 Automotive: Public multi-brand auto retailer with US and UK dealerships, plus F&I and parts/service; comparable as a public dealership consolidator with a multi-state US footprint.
Emerging players
- Vroom: Online used-vehicle marketplace that has pivoted toward an asset-light marketplace model after scaling back its ecommerce-only dealership ambitions; relevant comparable for the digital marketplace side of RumbleON's hybrid model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
RumbleON social profiles
Digital presenceRumbleON financial estimates
Financial estimateRevenue estimate
Valuation estimate
RumbleON leadership team
Management profileNumber of profiles
Profiles4 records
RumbleON funding detail
Funding detailFunding overview
Funding rounds5 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RumbleON M&A and investment
M&A and investmentM&A5 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RumbleON
What does RumbleON do?
RumbleON (operating as RideNow Group) runs a vertically integrated digital and physical retail platform for powersports vehicles, selling new, pre-owned, and certified pre-owned motorcycles, ATVs, UTVs, and personal watercraft across 56+ RideNow Powersports dealership locations in the United States. Offerings are complemented by integrated financing, parts sales, professional service departments, fleet vehicle sales, pre-order reservations, and a proprietary RideNow Cash Offer Tool that enables direct purchases of used vehicles from consumers.
Is RumbleON a public or private company?
RumbleON is a public company. It is classified as public and is currently operating.
When was RumbleON founded?
RumbleON was founded in 2016. It employs 51 to 100 people.
Where is RumbleON based?
RumbleON is headquartered in Irving, United States, in the North America region.
How does RumbleON make money?
Four revenue lines are on record. Retail Sales are the primary driver. The others are wholesale Operations, financing Services and ancillary Services.
Who are RumbleON's main competitors?
Direct peers on record are CarMax, Lazydays Holdings, Camping World Holdings, Carvana and America's Car-Mart. Broad incumbents are AutoNation, Lithia Motors, Sonic Automotive and Group 1 Automotive. Vroom is listed as an emerging player.
Does RumbleON have an API?
No public API is recorded for RumbleON.
What industry is RumbleON in?
RumbleON's product category is Powersports Vehicle Retail. Its primary akta.pro industry code is CRAMABAN, Motorsports & Powersports Gear & Accessories Retail, with a secondary code of CRAOANAK, Motorcycle, powersports & ATV parts and accessories distribution. Its NAICS code is 441227 and its SIC code is 5500.