Bruce Lloyd, owner of Selah Powersports, constantly searches for better quality products at lower prices for his value-conscious customers. Denise Keller photo

By DENISE KELLER

A local motor sports business has a new name and location, but its commitment to carrying affordably priced machines remains unchanged. 

After operating Dragon Cycle in Naches for two years, owner Bruce Lloyd has relocated the business to Selah and named the shop Selah Powersports. 

“This is a much larger market for us,” Lloyd says. “We have a big off-road community in Selah. A lot of people ride dirt bikes, four wheelers, ATVs and, of course, street bikes.”

Selah Powersports sells sport and  utility ATVs, go karts, dirt bikes, trail bikes, dual-sport motorcycles and street bikes. 

The new store, which opened at 511 South 1st Street on June 15, is three times larger than the previous location, and inventory is two to three times what it was prior to the move. 

Lloyd has also added an accessory line of helmets, gloves, goggles, tires and protective gear. 

The shop’s niche is in smaller, more economical bikes, although customers may find some larger bikes among its inventory of used equipment. Lloyd keeps the sales lot stocked with vehicles from “emerging brands” such as Motobravo, Excalibur and Lifan. 

“I have been researching new brands, and I believe I’ve found the ones that have good quality,” Lloyd says. “The technology is licensed from familiar Japanese brands so their engines, drive train and electronics are, in some cases, identical to the Japanese brand.”

The lesser known brands are less expensive to own, operate and maintain, Lloyd says. 

The availability of bikes in this more moderate price range is making it affordable for parents to outfit their entire family with bikes, and adding an additional demographic to the store’s customer base.

Customers include everyone from parents shopping for a 50cc ATV for their toddler to retirees looking for a small, lightweight bike that is easy to handle.  Orchardists, hunters and other recreational riders make up large market segments at Selah Powersports.

Sales of dual-sport bikes - a type of street-legal motorcycle designed for both on-and off-road use - have been especially strong ever since gas prices spiked.

In the current economy, customers still want to recreate, but are looking for value, Lloyd says. 

He is constantly searching for better quality machines at lower prices, which is what he says customers want. 

Lloyd is also focusing on building customer loyalty by backing up what he sells with a topnotch service department. His mechanic services just about everything with the exception of Harley-Davidson bikes.