Lightspeed has a long legacy of innovating and supporting dealers in the outdoor recreation industries. While so many have contributed to this legacy, we can trace some of Lightspeed’s earliest innovations and visions back to Hal Ethington, one of Lightspeed’s earliest and most influential contributors, who was a dealer himself.
He was also a visionary in how he saw the future of the industry, connected with dealers, and understood their needs and challenges. In this “Then and Now” series, we’re revisiting the most impactful articles that Hal wrote from the 2000s and pairing them with fresh insights from our Chief Sales Officer, Brian Bodine. To learn more about how Hal created Lightspeed, check out the introduction to this series here.
In this installment, they proudly share how they see resilience in the American spirit and in the outdoor industry, and how dealers can foster it.
From Hal:
“For years now, we have been measuring the length, depth and severity of this recession thing that we are in. We have written about it, talked about it, surveyed it, speculated about it, agonized about it, and watched as the effects have hit us all. But what we have missed is the commitment our customers have to the fun and convenient transportation that we offer. We have forgotten that people still really want what we have. We have focused on our problems, instead of our future. Our customers are still out there, and they still want to ride.
As a young man, I would corral [my horse] Trixie, saddle her up and ride out to the south pasture to bring in the cows at milking time. I hadn’t thought of that in years. But the cultural change that has happened in my lifetime became ironically clear when [on a recent] trip, DeAnn’s attention had been drawn to the side of the road. There, a ranching family was moving their herd of cattle off the summer range down to feed lots in the valley below. She watched for a moment, then turned to me and in amazement said: “Wow. They’re using horses.”
Cowboys using horses. What a concept. Novel now, only because today they are more often found on four wheels, rather than on horseback.
We and what we sell are now an integral part of this American Culture. We have worked hard over many years to get here. We have transformed farming, ranching, construction, and recreation. We have created new ways of getting people where they want to go, and what they ride to get there.”
Hal believed in the idea that our dealer customers sell something beautiful, the idea of freedom and fun. And Brian Bodine echoes that sentiment today.
“Even with what’s going on in the world, people still want to find ways to be together as a family and create those memories. And there’s no better way to do that than through the recreation industry, riding your SXS or camping with your family. Those are things that people still crave even when the economy is not doing the best.
It’s up to the dealers to value and foster a culture of family fun, and one way to do that is to provide resources and opportunities to their customers. There’s a local dealership here in Utah that organizes these UTV rides throughout the state. They’re leveraging their employees’ passion for the industry but facilitating people to get out and build a community.
There are also a lot of dealerships that will help you if you’re apprehensive about buying an RV. They’ll show you how to tow it, tip out, and maintain it. For boats, they will go out on the lake with you, do a test drive, and show you and your family how to use it safely. They’ll do as much as they can to eliminate that apprehension about, not necessarily the purchase, but what happens after you purchase it.”
Hal and Brian both agree that the industry is a special thing for people, and they will always value the opportunity to experience the outdoors with their RV, boat, or other vehicle. For a dealership, it’s their job to sell that full experience, not just the equipment.
For more information on Lightspeed, contact your local sales representative. And stay tuned for more installments of our “Then and Now” series with valuable insights from Hal and Brian.
Meet the Authors
Brian Bodine
