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By: Robert Janis
A Q&A Session with Adly
Moto
 Although in business since March, 2005, the
parent company of Adly Moto, Taiwan based Her
Chee Industrials, has been in business since
1978 and offered its first ATV in 1999. Today
Adly Moto in the United States offers 12 models
of ATVs and has 125 dealers throughout the
United States. The company sells ATVs in all 50
states.
We recently had a chance to question Judy
Chen, general manager of Adly Moto. Chen has a
manufacturing background in the motorcycle/ATV
industry and joined Adly Moto in April, 2005.
Prior to joining Adly Moto, she worked for Her
Chee in Taiwan.
ATVSource: When did Adly Moto first open for
business?
Adly Moto: ADLY
Moto is the
US branch of Her Chee Industrial (www.hercheemoto.com), we started in
March 2005. Her Chee has been in business since
1978.
ATVSource: When did Adly Moto first offer an
ATV?
Adly Moto: 1999.
ATVSource: How many ATV models do you offer
today?
Adly Moto: 12 models.
ATVSource: What is the best selling ATV for
Adly Moto?
Adly Moto: CrossXRoad 200R.
ATVSource: Do you sell ATVs in all 50 states?
Adly Moto: Yes, but only youth ATVs in California so
far.
ATVSource: Do you sell ATVs in other
countries?
Adly Moto: Yes.
ATVSource: Which countries?
Adly Moto: Europe, Thailand, Vietnam, and South
America.
ATVSource: How long does it take for a
concept ATV to make it to production?
Adly Moto: Two years.
ATVSource: How many employees does Adly Moto
have in the ATV division?
Adly Moto: There are about forty in all, with six in
the U.S. branch. Obviously, as our sales in the
U.S. grow, we will need to add additional
personnel.
ATVSource: What is the total revenue in sales
of ATVs for Adly Moto in a year?
Adly Moto: $2.6 Million.
ATVSource: How many dealers do you have?
Adly Moto: 133.
ATVSource: How do you select your dealers?
Adly Moto: We look mainly for traditional power
sports dealers who carry, or wish to carry,
similar product lines that we distribute.
However, we have very successful dealers that
are from other sectors, like the outdoor power
equipment and automotive industries. But one
common denominator is that they all have to have
competent mechanics on site that can help with
any mechanically-related issues should they
arise.
ATVSource: Do you help dealers with
promotional programs? If so, explain the
programs?
Adly Moto: Well, besides having very aggressive and
beneficial sales programs, we can supply our
dealers with a wide array of advertising
materials. Also, we participate with local
"give-away" and charity programs that our
dealers are involved in. We also have a private
label retail financing program through Rev
Charger that can help their customers get our
products financed.
ATVSource: What do you consider to be the
major issues confronting the ATV business and
sport today?
Adly Moto: Business is more like a price war, and we
have to contend with a lot of cheap Chinese
products that are ruining the ATV business. A
lot of first-time ATV buyers, especially those
for youth ATVs, are being swayed by the cheap
Chinese prices and are not looking at the more
important issues of quality assurance, parts
availability, and warranties. We get calls and
e-mails all the time from people that have
bought those types of products, especially over
the Internet, and they are looking for help in
finding parts and service assistance.
Unfortunately, since they did not buy our
products, we cannot help them.
ATVSource: What is Adly Moto's policy toward
selling ATVs to kids?
Adly Moto: Since different states have enacted
different laws regarding sales of youth ATVs, we
strongly encourage our dealers to follow their
own state's laws.
Additionally, we have a link on our website
that goes to the ATV Safety Institute's website
so that consumers can be more informed about ATV
safety issues.
ATVSource: Do you offer an ATV designed and
constructed especially for kids?
Adly Moto: Yes.
ATVSource: Does Adly Moto have any opinion
about six or seven year old kids riding ATVs?
Adly Moto: They, and their parents, need to take an
ATV safety and training class before being
allowed to ride, and they should always be
monitored by at least one parent while they are
riding.
ATVSource: Should ATV drivers be required to
get a license or permit to operate an ATV?
Adly Moto: The word "license" might suggest that they
are legal to ride on the streets, which they are
not. A two or three year permit, based on the
successful completion of a certified ATV safety
and training class, would be a better stance.
ATVSource: What is Adly Moto doing to promote
the sport of ATV?
Adly Moto: We are looking to participate not only in
ATVA-sanctioned races but also local ones by
sponsoring riders and providing support for
them. Also, we are looking into producing and
marketing a line of "race-ready" ATVs.
ATVSource: What is the worst thing about the
ATV sport?
Adly Moto: They are legal for off-road use only in
the U.S., and the available public land for ATV
riding seems to be dwindling. In many countries
in Europe you see ATVs on the roads everywhere.
ATVSource: How long has Adly Moto been a part
of ATV racing?
Adly Moto: Even though we haven't entered the U.S.
racing circuits yet, Adly Moto has sponsored
some very successful riders in Europe. In fact,
in Italy, one of our sponsored riders recently
came in 2nd place in a national race. He was
riding our new Crossroad 200.
ATVSource: Have you, or will you, sponsor
special events for ATV owners?
Adly Moto: Yes, to both.
ATVSource: Do you help dealers hold special
events for their customers?
Adly Moto: Yes, we try and provide whatever support
we can for our dealers. That includes financial
assistance, promotional "give-away" units and
marketing materials.
ATVSource: What is being done to develop new
vehicles and accessories?
Adly Moto: We are developing a line of 4-wheel drive
utility ATVs, along with a line of related
accessories. We will be introducing these in
2007.
ATVSource: How involved are aftermarket
companies in the production and sale of ATV
accessories for Adly Moto ATVs?
Adly Moto: We've been approached by a couple of
companies that would like to develop some
aftermarket accessories for our ATVs; however,
we don't have anything definitely established
with any one company yet. Ultimately, we will
bring in our own line of modification parts and
accessories for our customers.
ATVSource: What future plans does Adly Moto
have concerning ATVs?
Adly Moto: We will continue to develop more
multi-functional ATVs that have larger engines.
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