Garagecast - All Things Power Sports and Marine Ep. #294 - Norton Motorcycles' Resurgence: Insights from Head of Sales Steve Radt
Aug 12, 2025
Steve Radt, Head of Sales for North America at Norton Motorcycles, brings a wealth of experience from Ducati and Polestar. He shares his journey from managing a dealership in Manhattan to reviving the iconic Norton brand. Radt discusses the art of captivating motorcycle sales through storytelling and customer experience. He delves into the evolution of Ducati, the challenges of transitioning to electric vehicles, and the innovative strategies driving Norton's resurgence in the U.S. market. Passion for motorcycles runs deep in his narrative!
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Dealerships Are Entertainment
- Sam Dantzler's talk made Steve see dealerships as entertainment, inspiring Mototainment.
- Steve used that mindset to make dealerships inclusive, fun, and easy to do business with.
How A Poster Changed His Career
- The Ducati 916 poster pushed Steve from engineering to a career in motorcycles.
- He joined Ducati, experienced old-school operations, and built the first flat-rate manual in Excel.
Buying And Rebuilding In Manhattan
- Steve bought a failing Manhattan dealership after a year of negotiations and walked out to force action.
- He renovated the space himself at night and reopened a successful, award-winning store.