KALAMAZOO, Mich. – Whether he was trying to buy a snowmobile, a side-by-side or a personal watercraft, Aaron Zeigler, president of Zeigler Auto Group, grew to expect a “lousy” buying experience.
Frustration from these lackluster motorsport-buying experiences led him to open Zeigler Motorsports, a motorsport dealership and entertainment complex. The facility at 5001 Park Circle Drive in Kalamazoo had its soft opening in March, and the grand opening will be held June 14. Gov. Rick Snyder and pro-riders are expected to attend.
“This facility has changed the motorsports experience from the customer standpoint,” Zeigler, a long-time motorsports enthusiast, told Mega Dealer News. “You can view, use and play before you buy.”
The action park, which sits on 50 acres, has three indoor test tracks, trails along the woods, an indoor waterfall and mountain, motorcycles hanging from the ceiling, as well as a restaurant and bar. It sells 11 motorsport brands, including Honda, Kawasaki, Suzuki, Ski Doo and Sea Doo.
“We wanted to create a destination,” Zeigler said. “I have never seen anything like it anywhere in the country.”
The facility also has a large showroom, 400,000 square feet of storage and 24 service lanes.
Located two hours from Chicago, Detroit and Minneapolis, 100 people were lined up outside on opening day. Zeigler added the number of visitors continues to soar.
“We have had an overwhelming positive response,” he said. “Some are buying and some just want to come and see it.”
Zeigler said the complex is a real experience.
“You can test drive – we have four miles of trails, so you can really get taste of what it’s like,” Zeigler said.
Another reason he opened the complex is because the interest in motorsports is growing.
“Motorcycles have always been popular,” he said. “Side-by-sides have exploded. They are newer, fun and easy to drive.”
They also are versatile. Side-by-sides can be used for sport, farming and hunting, Zeigler said.
With the warm response to the motorsports dealership complex, don’t be surprised to see more of its kind opening in the future.
“We’ll open more in the future,” Zeigler said. “Within a year or two we will do more, especially in the Chicago area. We have taken the customer experience to a whole new level. Seeing how happy everyone is when they are here is really something.”
Zeigler Automotive Group, a family-owned company that originated in Lowell, Michigan, in 1975, already has 23 locations across the Midwest and New York. In addition to the auto park and the retail automotive dealerships, the group also owns three finance companies, a leasing firm, insurance firms and a real estate portfolio located throughout Southwest Michigan, Northern Indiana, New York and Illinois.