Motoprimo Motorsports

Name

Motoprimo Motorsports

Legal name

Motoprimo Motorsports

Website

https://motoprimo.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Powersports Dealership

NAICS

Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Motorcycle, Boat, and Other Motor Vehicle Dealers (44122)

SIC

Retail-Auto Dealers & Gasoline Stations (5500)

akta.pro primary industry

Motorsports & Powersports Gear & Accessories Retail (CRAMABAN)

Keywords

• Powersports vehicle sales
• Motorcycle dealership services
• Vehicle parts accessories
• Powersports service repair
• Motorcycle financing

Headquarters

HQ city

Lakeville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Vehicle Sales: Sales of new and pre-owned powersports vehicles including motorcycles, ATVs, UTVs, and snowmobiles from multiple brands (Indian Motorcycle, Polaris, Honda, Yamaha, Triumph, Ducati, Kayo, Royal Enfield)
2. Service and Repair: Service department providing maintenance, repairs, and customization for powersports vehicles with factory-trained technicians
3. Parts and Accessories: OEM and aftermarket parts department, accessories, and gear/apparel sales
4. Financing: Vehicle financing through third-party lenders, enabling customer purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Motoprimo Motorsports operates a multi-brand powersports dealership selling new and pre-owned motorcycles, ATVs, UTVs, and snowmobiles from brands including Indian Motorcycle, Polaris, Honda, Yamaha, Triumph, Ducati, Kayo, and Royal Enfield. The dealership supplements vehicle sales with OEM and aftermarket parts, factory-trained service and repair, financing facilitation through third-party lenders, trade-in valuations, and scheduled test rides, serving the Twin Cities metro and surrounding suburbs from its Lakeville, MN showroom.

Product overview

Motoprimo Motorsports is a traditional powersports dealership offering a comprehensive portfolio of vehicle brands and services. The business operates as a multi-brand dealer representing Indian Motorcycle (their primary brand partnership), Polaris (off-road vehicles and snowmobiles), Triumph, Honda, Yamaha, Ducati, Kayo, and Royal Enfield. Their product portfolio spans new and pre-owned motorcycles, ATVs, UTVs (side-by-side), and snowmobiles. The company complements vehicle sales with full-service capabilities including factory-trained repair technicians, OEM and aftermarket parts departments, financing services, trade-in valuation, and test ride scheduling. The dealership serves the Twin Cities metro area including Lakeville, Burnsville, Prior Lake, Farmington, Apple Valley, and Rosemount.

Differentiator

Problem solved

Functional benefit

Brands

• Indian Motorcycle of Lakeville: Sister site specializing in Indian Motorcycle products at indianmotorcyclelakeville.com

Products and services

• New Powersports Vehicle Inventory New model-year powersports vehicles including motorcycles (cruisers, touring, sport, standard, adventure), ATVs, side-by-side UTVs, and snowmobiles available for purchase in-store and via online quote requests, targeting individual rider consumers in the Twin Cities metro. New vehicle prices range from approximately $10,065 to $40,249.
• Pre-Owned Powersports Vehicle Inventory Certified pre-owned and used powersports vehicles available for purchase through in-store and online channels, with 261 vehicles across 14 pages of inventory shown on the website. Targets individual buyers seeking lower-priced options across all represented brands.
• Service and Repair Department Factory-trained technicians providing maintenance, repairs, and customization services for all powersports brands (Indian Motorcycle, Polaris, Honda, Yamaha, Triumph, Ducati, Kayo, Royal Enfield). Customers schedule via the website service request page or the RideReady portal. Pricing varies by vehicle type and service required.
• Parts Department OEM and aftermarket parts sourcing for powersports vehicles with an online parts finder tool, in-store availability, and shopping cart capability. Targets customers performing their own repairs or seeking OEM replacements.
• Financing Services Credit and financing options for vehicle purchases facilitated through third-party lending partners, with applications submitted online via the dealership website. Includes promotional rates such as 1.99% for 36 months on select 2025 Indian Bagger or Touring models.
• Trade-In Value Assessment Vehicle trade-in evaluation and valuation services for customers looking to upgrade to a new or pre-owned powersports vehicle, accessible online through the Value Your Trade page.
• Test Rides Scheduled test ride opportunities allowing prospective buyers to experience motorcycles and other powersports vehicles before purchase, with appointments scheduled online through the dealership website.
• Showroom Physical dealership showroom displaying current new and pre-owned inventory across all represented brands (Indian Motorcycle, Polaris, Honda, Yamaha, Triumph, Ducati, Kayo, Royal Enfield), accessible online at motoprimo.com/inventory/v1/ and in person at the Lakeville, MN location.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Indian MotorcyclecoreChannel Partner/ Reseller/ DistributorAuthorized Indian Motorcycle dealer with dedicated Indian Motorcycle showroom. Offers new Indian Motorcycle sales, service, and parts. Operates indianmotorcyclelakeville.com as sister site. Uses RideReady service portal for Indian service scheduling.
• PolariscoreChannel Partner/ Reseller/ DistributorAuthorized Polaris dealer for off-road vehicles, ATVs, UTVs, and snowmobiles. Offers new Polaris sales, service, and parts. Uses RideReady service portal for Polaris service scheduling.
• HondacoreChannel Partner/ Reseller/ DistributorAuthorized Honda dealer offering Honda motorcycles and ATVs in inventory.
• YamahacoreChannel Partner/ Reseller/ DistributorAuthorized Yamaha dealer offering Yamaha motorcycles and ATVs in inventory.
• TriumphcoreChannel Partner/ Reseller/ DistributorAuthorized Triumph dealer offering Triumph motorcycles with promotional offers including Triumph cash and free Akrapovic exhaust on select models.
• DucatiminorChannel Partner/ Reseller/ DistributorDucati dealer offering pre-owned Ducati motorcycles in inventory.
• Royal EnfieldminorChannel Partner/ Reseller/ DistributorRoyal Enfield dealer offering these motorcycles in inventory.
• KayominorChannel Partner/ Reseller/ DistributorKayo dealer offering youth and entry-level dirt bikes.
• Dealer SpikecoreTechnology or IntegrationWebsite platform provider powering the Motoprimo dealer website, inventory management, and online sales tools.
• Progressive InsuranceminorGTM or Marketing PartnerPartnered for motorcycle/ATV insurance quotes accessible through vehicle inventory pages.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• RevZilla: Major online motorcycle and powersports gear, parts, and accessories retailer (subsidiary of Comoto Holdings). Comparable in customer segment and gear/accessories overlap, but operates without a vehicle sales or service department.
• Indian Motorcycle (Polaris): OEM of Indian Motorcycle, owned by Polaris Inc. Indirectly comparable as the manufacturer whose franchise Motoprimo holds; shapes pricing, allocation, marketing co-op, and service standards that drive Motoprimo's core premium unit revenue.
• Polaris Inc. OEM of Polaris off-road vehicles and snowmobiles, a core brand partner for Motoprimo. Comparable in the sense that Polaris's product roadmap, dealer-network strategy, and incentive programs directly determine Motoprimo's off-road and snowmobile revenue.
• MotoSport: Large online retailer of motorcycle, ATV, and snowmobile parts, gear, and accessories. Adjacent competitor to Motoprimo's parts and accessories revenue stream, though it does not sell new vehicles or operate a service department.

Direct peers

• House of Harley-Davidson: Large multi-line powersports and Harley-Davidson dealership in Wisconsin, similarly offering new/used vehicle sales, service, parts, financing, and trade-ins. Direct peer in the Midwest regional dealership model with comparable brand breadth and revenue mix.
• RumbleOn: Public powersports-focused dealership and online marketplace combining brick-and-mortar dealerships with a national e-commerce platform for buying, selling, and financing powersports vehicles. Direct competitor in new/used motorcycle and powersports retail, with overlapping OEM brands.
• RideNow Powersports: One of the largest multi-rooftop powersports dealer groups in the U.S., selling new and pre-owned motorcycles, ATVs, UTVs, and personal watercraft across multiple OEM brands. Directly comparable to Motoprimo in product mix and customer base, but operating at materially greater scale across many geographies.

Regional players

• Dennis Kirk: Minnesota-headquartered mail-order and online retailer of powersports parts, accessories, and gear. Regional peer with overlapping end customers in the Upper Midwest; competes with Motoprimo's parts and accessories department for aftermarket share.
• St. Paul Harley-Davidson: Authorized Harley-Davidson dealership located in the Twin Cities metro, serving a closely overlapping customer base of cruiser and touring motorcycle buyers in Lakeville/Burnsville/Prior Lake. Direct regional competitor for premium V-twin unit sales and service.

Others

• Dealer Spike: Technology platform provider powering Motoprimo's dealer website, inventory management, and online sales tools. Not a competitor, but a direct ecosystem enabler whose roadmap and pricing directly affect Motoprimo's digital sales capability.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCoDaHpeH19iC4PrHe4J2z8w/videos
• Facebookfacebook.com/motoprimo
• Instagraminstagram.com/motoprimomotorsports
• Xx.com/motoprimomn
• LinkedInlinkedin.com/company/motoprimo

Revenue estimate

Valuation estimate

Number of profiles

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 Motoprimo Motorsports