Evolution of the Brand-Dealer Relationship 29 Jul 25

We talked about how the relationship between motorcycle manufacturers and their dealer networks is changing in our podcast “Vita da Concessionario Moto”, together with Gigi Sabattini, Sales Manager at Fantic Motor.

The era of static roles is over. Today, the dealer is no longer just a point of sale—it’s a strategic player in the customer relationship, local marketing, and brand identity building.

From Single-Brand to Multi-Brand Dealerships: A Shift Driven by the Market

In the recent past, motorcycle manufacturers pushed for tightly controlled, single-brand dealer networks—consistent with their premium positioning and identity.

Today, even the most structured brands are adapting to multi-brand dealership environments, often spread across multiple locations and catering to diverse audiences.

What’s fueling this shift?

• The rise of new players from China and India
• Market demand for greater product variety
• A more flexible approach to network management

Communication Is Changing: Top-Down No More

In the past, brand communication followed a top-down model—filtered through catalogs and trade magazines before reaching the network.

Today, brands engage directly with the public through social media, video content, and digital advertising. Dealers must now be agile, able to adapt brand messaging locally with speed and consistency.

The Modern Dealer Is Also a Media Company

In today’s digital world, your dealership isn’t just a point of sale—it’s also a content hub.

Dealers are expected to communicate, tell their story, and build loyalty through professional tools and platforms:

• Regularly updated websites
• Consistent, on-brand social media
• Effective CRM systems
• Measurable digital campaigns

Let’s Talk Resources: You Can’t Do It All

One of the key challenges that emerged in our recent Vita da Concessionario Moto podcast is this: dealers can’t do everything alone.

Managing service, sales, inventory, and marketing all at once?

For most dealerships, it’s simply not sustainable.

The solution? Either hire a dedicated in-house marketing role, or more realistically, partner with a specialized agencythat can act as a facilitator and extension of your team.

The Future of the Dealer–Brand Relationship Is Collaborative

To stay competitive in a market shaped by digital-savvy, demanding customers, the relationship between brands and dealers must evolve into a true partnership—where:

• Tools are shared
• Training is ongoing
• Vision is aligned

Success today depends on collaboration. And the future? It’s something we build together.

👉 Want help turning your dealership into a media machine? Let’s talk.