Wheels In Motion
Wheels In Motion is a privately held, multi-brand powersports retailer operating dealerships in Chatsworth and Goleta, California, selling new and pre-owned motorcycles, ATVs, UTVs, and scooters from twelve manufacturers alongside parts, service, financing, and trade-in services for individual retail enthusiasts across Southern California and neighboring states.
- Company typePrivate
- Founded-
- HeadquartersChatsworth, United States
- Headcount—
- GTM typeB2C
- OfferingServices
What Wheels In Motion does
Wheels In Motion is a privately held powersports vehicle retailer operating two dealership locations in Southern California. The company sells new and pre-owned motorcycles, ATVs, UTVs/side-by-sides, scooters, and dirt bikes across twelve manufacturer lines, including Yamaha, Kawasaki, Polaris, BMW Motorrad, Ducati, Harley-Davidson, Honda, KTM, Suzuki, Vespa, MV Agusta, Indian Motorcycle, and Piaggio. The Chatsworth, CA headquarters serves the San Fernando Valley and greater Los Angeles basin, while a secondary Goleta, CA location (operated as Santa Barbara Motorsports) extends reach into the Santa Barbara region. The business also accepts customers from Nevada, Utah, and Arizona via delivery.
The operating model is a traditional multi-line retail dealership with five revenue streams: vehicle sales (new and pre-owned), parts and accessories, service and repair (including Polaris Ride Ready integration), in-house and third-party financing, and trade-in valuation. Supporting digital channels — a website with inventory browsing, online quote requests, 60-second financing pre-approval, 30-second trade-in valuation, and active Facebook, Instagram, and YouTube presences — sit on top of the physical storefronts and are used to generate leads that close in-person. Pricing is per-unit, with vehicle price points ranging from roughly $3,000 entry-level units to over $50,000 for premium UTVs and motorcycles, plus dealer documentation, freight, ADM, and reconditioning fees.
The company is independently owned with no parent company, no external institutional investors, and no public market listing. There is no proprietary technology platform; operations rely on standard dealer-management systems and OEM-provided tools. Customers are individual retail buyers — primarily powersports enthusiasts across sport, cruiser, adventure, off-road, and scooter categories — with no enterprise or fleet segment disclosed. The competitive position rests on multi-brand OEM authorizations, geographic coverage of two Southern California retail markets, and an integrated sales/parts/service/F&I experience rather than on technology differentiation.
Wheels In Motion firmographics
Firmographics- Name
- Wheels In Motion
- Legal name
- Wheels In Motion
- Website
- https://wheelsinmotionmc.com
- Company type
- Private
- Operating status
- Operating
- Short description
- Wheels In Motion is a privately held, multi-brand powersports retailer operating dealerships in Chatsworth and Goleta, California, selling new and pre-owned motorcycles, ATVs, UTVs, and scooters from twelve manufacturers alongside parts, service, financing, and trade-in services for individual retail enthusiasts across Southern California and neighboring states.
- Ownership category
- akta.pro rank
Wheels In Motion industry classification
Industry- Product category
- Powersports Vehicle Dealership
- NAICS
- Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227), Automotive Parts and Accessories Retailers (441330)
- SIC
- Retail-Auto Dealers & Gasoline Stations (5500)
- akta.pro primary industry
- Motorcycle, powersports & ATV parts and accessories distribution (CRAOANAK)
- akta.pro secondary industry
- Bike Parts & Components Retail (CRAMAHAB)
Keywords
Where Wheels In Motion is headquartered
LocationHeadquarters
- HQ city
- Chatsworth
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Wheels In Motion business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Vehicle Sales: Sale of new and pre-owned powersports vehicles including motorcycles, ATVs, UTVs, and scooters from multiple manufacturers (Yamaha, Kawasaki, Polaris, BMW, Ducati, Harley-Davidson, Honda, KTM, Suzuki, Vespa, MV Agusta, Indian Motorcycle). Both new and pre-owned inventory available.
- Parts and Accessories: Sale of ATV, UTV, and motorcycle parts and accessories. Customers can request parts through the website.
- Service and Repair: Service department offering maintenance and repair for powersports vehicles. Includes Polaris service request capability.
- Financing: In-house financing solutions for all types of buyers. The finance team works to obtain best possible financing for purchases. Offers pre-approval in 60 seconds.
- Trade-ins: Accepts trade-in vehicles with value assessment available in 30 seconds.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Powersports Vehicles |
| One time/ perpetual license | Pay-as-you-go | Pre-Owned Vehicles |
| Unit Pricing | Pay-as-you-go | Parts and Accessories |
| Other | Pay-as-you-go | Service and Repair |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Wheels In Motion product offering
Product offeringCore offering
Wheels In Motion is a multi-brand powersports retailer that sells new and pre-owned motorcycles, ATVs, UTVs, scooters, and dirt bikes from Yamaha, Kawasaki, Polaris, BMW, Ducati, Harley-Davidson, Honda, KTM, Suzuki, Vespa, MV Agusta, Indian Motorcycle, and others. The dealership complements vehicle sales with a parts department, service and repair shop, in-house financing, trade-in valuation, and motorcycle insurance quoting across two California showrooms.
Product overview
Wheels In Motion is a powersports vehicle dealership operating as a single-location and multi-brand retail business. The company offers new and pre-owned ATVs, motorcycles (including sport bikes, cruisers, touring, dirt bikes, and scooters), and UTVs/side-by-sides from multiple manufacturers including Yamaha, Kawasaki, Polaris, BMW, Ducati, Honda, KTM, Suzuki, Vespa, MV Agusta, Harley-Davidson, and Indian Motorcycle. The business model combines vehicle sales with complementary services including parts sales, service/repair, financing, trade-ins, and insurance, creating an integrated dealership experience. The company operates two locations: Chatsworth, CA (primary) and Goleta, CA (southern California coverage extension).
Differentiator
Problem solved
Functional benefit
Products and services
- New Powersports Vehicles New ATVs, motorcycles, UTVs (side-by-sides), scooters, and dirt bikes from manufacturers including Yamaha, Kawasaki, Polaris, BMW, Ducati, Suzuki, Honda, KTM, Vespa, MV Agusta, Harley-Davidson, and Indian Motorcycle, sold to individual consumers at the Chatsworth and Goleta dealerships.
- Pre-Owned Powersports Vehicles Used and certified pre-owned motorcycles, ATVs, and UTVs from brands including Yamaha, Honda, Suzuki, Kawasaki, Ducati, Polaris, Harley-Davidson, BMW, KTM, and Indian Motorcycle, available to individual buyers.
- Powersports Parts and Accessories ATV, UTV, and motorcycle parts and accessories for all major brands stocked at the parts department, with online parts request functionality for individual customers.
- Powersports Service and Repair Full-service repair and maintenance for motorcycles, ATVs, and UTVs, including Polaris-specific service requests via Ride Ready, with online service appointment scheduling.
- Powersports Tires Powersports vehicle tires available for purchase with installation services at the dealership.
- Powersports Financing In-house and third-party financing solutions for buyers of all credit types with online pre-approval available in 60 seconds.
- Trade-In Program Trade-in valuation service allowing customers to apply the value of their current vehicle toward a new or pre-owned purchase, with value assessment available in 30 seconds.
- Motorcycle Insurance Quotes Insurance quote services and coverage options for motorcycles and powersports vehicles, offered via Progressive Insurance partnership.
Companies that use Wheels In Motion
Customer profileSegments1 record
Ideal customer profiles1 record
Wheels In Motion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Wheels In Motion partnerships and signals
Strategic signalPartnerships
14 partnerships are on record, tiered core and minor.
- Yamaha Motor Corporation, USAcoreAuthorized Yamaha dealership offering new Yamaha motorcycles, ATVs, UTVs, scooters, and Yamaha Power equipment. Featured brand on the Chatsworth location.
- Kawasaki Motors Corp., U.S.A.coreAuthorized Kawasaki dealership offering Kawasaki powersports vehicles including motorcycles, ATVs, and UTVs.
- Polaris Inc.coreAuthorized Polaris dealer for ATVs, UTVs, and RZR side-by-side vehicles. Offers Polaris ORV vehicles and Polaris service.
- BMW MotorradcoreAuthorized BMW Motorrad dealership offering BMW motorcycles including Adventure and Sport models.
- DucaticoreAuthorized Ducati dealership offering Ducati motorcycles including Sport, Scrambler, and Monster models.
- Harley-DavidsoncorePre-owned Harley-Davidson motorcycles available. New Harley-Davidson inventory may also be offered.
- Honda Motor Co.coreHonda powersports vehicles offered at Goleta location including motorcycles and scooters.
- KTMcoreKTM motorcycles available at Goleta location including Adventure and Duke models.
- SuzukicoreSuzuki motorcycles and powersports vehicles offered at both locations.
- VespacoreVespa scooters offered at Goleta location with delivery available.
- Indian MotorcyclecoreIndian Motorcycle American V-twin motorcycles offered, including Cruiser and Bagger models.
- MV AgustaminorMV Agusta high-performance Italian motorcycles available at Chatsworth location.
- Piaggio GroupminorPiaggio brand scooters and motorcycles distributed through Vespa dealership at Goleta location.
- Progressive InsuranceminorMotorcycle insurance partner offering quotes through the dealership website for ATVs and motorcycles.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Wheels In Motion competitors and assessment
Company assessmentOthers
- Cycle Gear: National chain of brick-and-mortar stores selling motorcycle parts, accessories, riding gear, and apparel. Competes directly with Wheels In Motion's parts and accessories revenue stream from a specialty-retail rather than full-dealership model.
- RevZilla: Leading online-first retailer of motorcycle parts, accessories, and riding gear. Represents a digital-native competitor for Wheels In Motion's parts and accessories revenue stream and a benchmark for where parts purchasing is migrating.
Direct peers
- Bartels' Harley-Davidson: Long-established Harley-Davidson authorized dealer serving the Los Angeles area with new and pre-owned Harley motorcycles, parts, service, and financing. Regional motorcycle dealer competitor with overlapping cruiser/touring customer demand.
- South Bay Motorsports: Southern California multi-line powersports dealer offering motorcycles, ATVs, and UTVs from multiple manufacturers with parts and service departments. Competes with Wheels In Motion across the broader LA/Southern California market.
- RideNow Powersports: One of the largest multi-brand powersports dealership groups in the United States with locations across multiple states. Offers substantially the same product mix (motorcycles, ATVs, UTVs, scooters) from major manufacturers with full dealer services — represents both a direct competitor and a benchmark for scaled dealership operations.
- Malcolm Smith Motorsports: Long-established multi-brand powersports dealer in Riverside, CA selling motorcycles, ATVs, and off-road vehicles from major manufacturers with service and parts support. Directly competes with Wheels In Motion across the Inland Empire and Southern California customer base.
- Del Amo Motorsports: Multi-location Southern California powersports dealership selling new and pre-owned motorcycles, ATVs and UTVs from multiple manufacturers with full sales, service, parts, and financing. Directly competes with Wheels In Motion across the LA basin customer base.
- GP Sports Motorsports: Multi-brand motorcycle and powersports dealer serving the Pasadena/Glendale area of Los Angeles with new and pre-owned motorcycles, parts, and service. Regional competitor operating the same dealer business model in adjacent SoCal territory.
- Simi Valley Cyclesports: Local motorcycle and powersports dealer in Simi Valley, CA — geographically adjacent to Wheels In Motion's Chatsworth location. Competes for the same Ventura County and western San Fernando Valley customer base with a similar multi-brand dealership format.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat2 records
Key risks1 record
Key highlights2 records
Customer concentration
Wheels In Motion social profiles
Digital presenceWheels In Motion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wheels In Motion leadership team
Management profileNumber of profiles
Wheels In Motion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wheels In Motion M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wheels In Motion
What does Wheels In Motion do?
Wheels In Motion is a multi-brand powersports retailer that sells new and pre-owned motorcycles, ATVs, UTVs, scooters, and dirt bikes from Yamaha, Kawasaki, Polaris, BMW, Ducati, Harley-Davidson, Honda, KTM, Suzuki, Vespa, MV Agusta, Indian Motorcycle, and others. The dealership complements vehicle sales with a parts department, service and repair shop, in-house financing, trade-in valuation, and motorcycle insurance quoting across two California showrooms.
Is Wheels In Motion a public or private company?
Wheels In Motion is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Wheels In Motion founded?
Wheels In Motion was founded in -1.
Where is Wheels In Motion based?
Wheels In Motion is headquartered in Chatsworth, United States, in the North America region.
How does Wheels In Motion make money?
Five revenue lines are on record. Vehicle Sales are the primary driver. The others are parts and Accessories, service and Repair, financing and trade-ins.
Who are Wheels In Motion's main competitors?
Others on record are Cycle Gear and RevZilla. Direct peers are Bartels' Harley-Davidson, South Bay Motorsports, RideNow Powersports, Malcolm Smith Motorsports, Del Amo Motorsports, GP Sports Motorsports and Simi Valley Cyclesports.
Does Wheels In Motion have an API?
No public API is recorded for Wheels In Motion.
What industry is Wheels In Motion in?
Wheels In Motion's product category is Powersports Vehicle Dealership. Its primary akta.pro industry code is CRAOANAK, Motorcycle, powersports & ATV parts and accessories distribution, with a secondary code of CRAMAHAB, Bike Parts & Components Retail. Its NAICS code is 441227 and its SIC code is 5500.