TALON Powersports Solutions

What TALON Powersports Solutions does

TALON Powersports Solutions is a privately held dealer management software company headquartered in Valley View, Ohio, that develops, supports, and installs powersports dealership management software. Founded in 1976 as DMS Research and Development, the company was renamed Harley-Davidson Dealer Systems (HDDS) in 1992 and rebranded again in 2022 to TALON Powersports Solutions to reflect an expanded focus on the broader powersports industry beyond Harley-Davidson dealerships. The company's core product is TALONes, a Dealer Management System (DMS) integrating modules for point of sale, vehicle sales, service scheduling, parts inventory, time clock, accounting, and reporting. TALONes is differentiated by deep Harley-Davidson-specific integrations (Menu-Link, Deal-Link, and Service History-Link), role-based security with employee card-swipe login, and Fortinet-powered network security products (FortiGate UTM, FortiWifi, FortiSwitch, FortiToken MFA) sold as bundled hardware. The platform processes over 27,000 transactions daily and supports a Talon Open API for third-party vendor data sharing, along with an integration ecosystem covering more than 80 industry price books.

The company generates revenue through a SaaS annual subscription model for the TALONes DMS, hardware sales of Fortinet security products with managed services, and professional services including in-person and virtual training, implementation, and 24/7 Knowledge Center support. Pricing is quote-based and varies by dealership size and module selection, delivered through dedicated Business Development representatives via enterprise field sales. The customer base consists primarily of Harley-Davidson and other powersports dealerships in North America, with documented long-tenure relationships including Steel City Harley-Davidson (customer since 2007) and Caliente Harley-Davidson (customer since 2006). The company maintains a sales-led go-to-market motion targeting enterprise and mid-market dealers, supported by a self-service dealer login portal and phone-based inside sales through the Knowledge Center. Headcount is 11-50 employees with an average staff tenure exceeding 10 years, and the company reports a 9.51 Net Promoter Score and 96% customer satisfaction rating.

Name

TALON Powersports Solutions

Legal name

HDDS

Website

https://talonsolution.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1–10 employees

Short description

TALON Powersports Solutions develops and supports TALONes, a dealer management system for powersports and Harley-Davidson dealerships, with bundled Fortinet network security hardware, Open API integrations, and professional services. Privately held, founded 1976, headquartered in Valley View, Ohio.

Ownership category

akta.pro rank

Headquarters

HQ city

Bedford

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Dealer Management System Subscription: SaaS-based dealer management system with annual subscription model for powersports dealerships, including software, support, and regular updates
2. Hardware and Network Security Products: Sale of Fortinet security hardware including FortiGate UTM, FortiWifi wireless access points, FortiSwitch network switches, and FortiToken MFA devices with managed security services
3. Training and Professional Services: In-person and virtual training classes, webinars, custom training programs, and implementation services for system deployment and staff onboarding

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

TALON Powersports Solutions develops, sells, and supports the TALONes Dealer Management System (DMS), an integrated software platform built for powersports dealerships covering sales, point-of-sale, service, inventory, accounting, and reporting. The company also resells, installs, and supports Fortinet network security hardware (FortiGate UTM, FortiToken, FortiWifi, FortiSwitch) and offers implementation, training, and ongoing technical support services to its dealer customers.

Product overview

TALON Powersports Solutions offers a unified dealer management ecosystem anchored by TALONes, a comprehensive DMS designed for powersports dealers. TALONes integrates core dealership functions including point of sale, inventory management, service scheduling, time clock, and accounting. The portfolio includes TALON Open API for third-party integrations, Service History-Link for customer-facing vehicle service records, and a complete Fortinet-powered hardware line (FortiGate UTM, FortiToken, FortiWifi, FortiSwitch) for network security. Supporting services encompass Training, Knowledge Center Support, and Installation/Deployment services. The company evolved from DMS Research & Development (1976) through Harley-Davidson Dealer Systems (1992) to its current powersports focus (2022).

Differentiator

Problem solved

Functional benefit

Products and services

• TALONes Dealer Management System (DMS) Integrated dealer management software for powersports dealerships covering unit sales, point-of-sale, service write-up, parts inventory, accounting, and reporting. Designed for owners, general managers, controllers, and service managers of motorcycle, ATV, side-by-side, and PWC dealerships.
• FortiGate UTM (Unified Threat Management) Network security hardware appliance sold, installed, and supported by TALON for powersports dealership networks, providing firewall, VPN, and unified threat management.
• FortiToken Two-factor authentication hardware token sold as part of TALON's Fortinet security bundle for dealership network access.
• FortiWifi Secure wireless networking hardware sold as part of TALON's Fortinet security bundle for dealerships.
• FortiSwitch Managed network switching hardware sold as part of TALON's Fortinet security bundle for dealership networks.
• Service History-Link Integration module that links TALONes service records to Harley-Davidson's manufacturer service history systems, supporting warranty and vehicle history workflows for H-D franchised dealers.
• TALON Open API Open integration API for the TALONes DMS that allows dealers and third-party vendors to connect external systems, websites, and tools to the platform.
• TALON Training Services Instructor-led and remote training services for dealership staff on TALONes DMS modules, sales processes, service write-up, and reporting.
• TALON Installation Services Professional installation services for TALONes DMS environments and Fortinet network security hardware at dealership sites.
• Knowledge Center Support Recurring customer support and customer-success service delivered through TALON's Knowledge Center, providing help desk, training, and account management for active DMS subscribers.

Quantifiable outcome

• 27K+ transactions processed per day across dealer network
• +6 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature7 records

Partnerships

Four partnerships are on record, tiered core and minor.

• FortinetcoreTechnology or IntegrationFortinet provides world-class firewall and security solutions including FortiGate UTM, FortiWifi wireless access points, FortiSwitch network switches, and FortiToken MFA. TALON offers these products as part of their hardware and network security services with managed services including antivirus updates, intrusion detection, domain filtering, and web category filtering.
• SymanteccoreTechnology or IntegrationSymantec Antivirus partners with FortiGate to provide complete system security. FortiGate prevents external threats while Symantec Antivirus protects against internal vulnerabilities. Both work together for comprehensive dealership system protection.
• MCPcminorChannel Partner/ Reseller/ DistributorMCPc Portal (MCPconnect.com) offers competitive pricing on over 350,000 products including printers, workstations, barcode scanners, and consumables such as thermal paper, labels, and ink cartridges. Dealers receive personalized login for ease of ordering supported items.
• Harley-DavidsoncoreTechnology or IntegrationDeep integration partnership providing Menu-Link and Deal-Link integration specifically for Harley-Davidson dealerships. Includes automatic loading of PrePaid maintenance and ESP pricing plans. Service History Link provides trusted service records from participating Harley-Davidson dealerships from 2012 to current.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• PBS Systems: PBS Systems is a direct peer providing dealer management software for the powersports, marine, and RV verticals across North America. Both serve overlapping dealership customers with similar DMS, POS, and inventory functionality.
• DealerCenter: DealerCenter offers cloud-based dealer management solutions for powersports, motorcycle, and ATV dealerships, including inventory, CRM, and accounting modules. It directly competes for the same powersports dealer customers as TALON.
• Frazer DMS: Frazer DMS provides dealer management software for independent auto and powersports dealerships with modules for inventory, deals, accounting, and reporting. It targets the same small-to-mid dealer segment as TALON.
• Procede Software: Procede Software's Excede platform is a DMS for commercial truck and powersports dealerships, with deep OEM integrations and integrated accounting. It is a direct peer in vertical-specific DMS with comparable feature scope.
• iMOTION Dealer Management: iMOTION is a cloud-based DMS purpose-built for powersports dealerships, offering sales, service, parts, and accounting functionality. It directly competes with TALON in the powersports vertical with a more modern SaaS architecture.

Broad incumbents

• CDK Global: CDK Global is a large, established provider of DMS and dealer technology solutions primarily for automotive but with adjacent verticals. It is a broad incumbent that could expand into powersports or already overlaps with multi-line dealers that TALON serves.
• Reynolds and Reynolds: Reynolds and Reynolds is a major automotive DMS and dealership technology provider with extensive retail management and integration capabilities. It represents the broad incumbent tier of DMS vendors against which TALON competes for multi-line dealers.
• Lightspeed Commerce: Lightspeed provides cloud-based POS and commerce platforms, including retail and dealer-oriented offerings, with broader vertical coverage than TALON. It is a broad incumbent that could encroach on the powersports dealer software market.
• Dominion Dealer Solutions: Dominion Dealer Solutions (now part of a Constellation Software portfolio) provides DMS, CRM, and dealership marketing technology for automotive and adjacent verticals. It is a broad incumbent with overlapping functionality for multi-line dealers.
• DealerSocket: DealerSocket offers a CRM and dealership management platform serving automotive dealers with modules for desking, equity, and inventory. It is a broad incumbent that may compete for multi-line or larger dealer groups that overlap with TALON's customer base.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/talon-powersports-solutions

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TALON Powersports Solutions