PICKERINGTON, Ohio — The American Motorcyclist Association (AMA) is launching a new AMA Dealer Incentive Program that rewards dealers who offer their customers the valuable benefits of AMA membership, including AMA Roadside Assistance, American Motorcyclist magazine, access to the thousands of amateur competition and recreational events on the AMA calendar and — most importantly — a voice in the promotion and preservation of the motorcycling lifestyle. “For many riders around the country, motorcycle dealerships are ground zero for their motorcycling lifestyle,” said AMA Vice President of Membership Marketing Dan Stedman. “This is where they connect with other riders, learn about the latest products, find out about local rides and, of course, buy their bikes. It’s a given that the AMA, the group that’s leading the fight to protect enthusiasts’ right to ride, engage them here and support the dealers who support the AMA.” The AMA Dealer Incentive Program, which will officially launch at the 2011 Dealernews International Powersports Dealer Expo Feb. 18-20 in Indianapolis, offers dealers incentives for each AMA membership they sell. By providing customers with AMA Roadside Assistance and all the other benefits of AMA membership, the program also helps dealerships differentiate themselves in the marketplace. Significantly, there is no cost to dealers to join the program. More information will be available at the Dealer Expo at AMA booth number 4231 and World of Powersports booth number 4753. The Decatur, Ill.-based World of Powersports (www.worldofpowersports.com) is a charter member of the AMA Dealer Incentive Program. “Supporting the organization that fights for motorcyclists’ rights and promotes the sport we all love is just good long-term business sense,” said Mike Jackson, director of business development at World of Powersports. “With the AMA’s long list of member benefits, we also help our customers in the process. Now, thanks to the AMA Dealer Incentive Program, when we become the AMA’s partner in protecting the future of motorcycling, the benefits to our businesses are even more direct.” To kick off the program, the AMA is inviting Dealer Expo’s Top 100 Dealers to participate in a dealer roundtable at the AMA’s booth on Saturday, Feb. 19, at 11 a.m. AMA representatives will discuss ways to improve consumer awareness of legislation related to powersports, and will be available to discuss details and future ideas for the AMA Dealer Incentive Program. For more information, contact AMA Dealer Services at (800) AMA-JOIN or e-mail [email protected]. About the American Motorcyclist Association Since 1924, the AMA has protected the future of motorcycling and promoted the motorcycle lifestyle. AMA members come from all walks of life, and they navigate many different routes on their journey to the same destination: freedom on two wheels. As the world’s largest motorcycling rights organization, the AMA advocates for motorcyclists’ interests in the halls of local, state and federal government, the committees of international governing organizations, and the court of public opinion. Through member clubs, promoters and partners, the AMA sanctions more motorsports competition and motorcycle recreational events than any other organization in the world. AMA members receive money-saving discounts from dozens of well-known suppliers of motorcycle services, gear and apparel, bike rental, transport, hotel stays and more. Through its support of the Motorcycle Hall of Fame Museum, the AMA preserves the heritage of motorcycling for future generations. For more information, please visit AmericanMotorcyclist.com.