From dirt bikes to side-by-sides, GO AZ’s growth is fueling outdoor adventures in the Quad Cities.
Located on the Highway 69 frontage, GO AZ is currently undergoing an expansion that will triple the size of the dealership. A new service department and a showroom more than twice the size of its current facility will allow GO AZ to keep 80% of its inventory indoors.
The expansion also will feature state-of-the-art facilities with an eye toward an attractive aesthetic on the highway frontage. General Manager Leon Jaramillo said potential future plans could include an off-road track for vehicle testing and customer experiences.
With its inventory of both two-wheel (dirt bikes, enduros and street bikes) and four-wheel vehicles (side-by-sides, overland), GO AZ maintains an emphasis on vehicles suitable for both work and recreational purposes.
“We have hobbyists, and we have customers that use these vehicles as main forms of transportation or as part of a business. We do get a lot of agriculture and ranches that use utility vehicles. Those are the tools, not the toys,” Jaramillo said. “We have a lot of enthusiasts, especially two wheels. BMW and Triumph motorcycles are new to us here at this location, but not new to GO AZ. Seeing how many customers are riding those brands was eye-opening for us.”
The Central and Northern Arizona area is ideal for both on- and off-road adventures, he says. Jaramillo, who worked for GO AZ in Flagstaff for six years and has been at the Prescott Valley location for three, said, “You can just put everything on a trailer and take off and go to new areas. In Arizona, we’re fortunate in that we can take the side-by-sides on the road. Every side-by-side we sell here is street legal. So, you can leave from your backyard and go ride on all kinds of endless treks – Jerome, Williams, Crown King or Mingus. Every weekend it seems like it’s a new trail, which I think is exciting. And that is awesome for our customers as well.”
Jaramillo said GO AZ stands out as a dealership in all of its locations because it gives back to the communities it serves and delivers exceptional customer service. “GO AZ makes it a point to be part of the community, to sponsor local events and keep the money local. Going the extra mile for every customer is what we do. It is customers first.”
Jaramillo says GO AZ helps customers choose the best vehicle for their needs, assists with licensing details and advises about safety gear. The Prescott Valley location’s 23 employees are experienced and ready to help. “Whether you’re riding dirt bikes, enduros or ATVs, we carry everything to outfit you or we can get it ordered in. Most of my sales team either has a side-by-side or a dirt or street bike. So, there’s a lot of personal experience that we can offer. GO AZ also has demo vehicles that we take our employees out on, to give some hands-on training and experience so they’re going to be as familiar as they can with the vehicles they’re selling. That makes it a fun place to work.”
While dirt and enduro bikes have been a mainstay for GO AZ, side-by-sides are becoming increasingly popular. Jaramillo said overlanding – self-reliant travel that emphasizes enjoyment of the adventure and the journey rather than the destination – has gained an even larger following with the new Polaris Expedition, an adventure side-by-side with many outdoor applications.
“Essentially, you can pack everything you need in that one vehicle and be self-sufficient for your entire trip, whether that’s three days to a week or even longer if you’re a little more hardcore than most,” he said. “People are going everywhere with them, tapping into a different lifestyle with these machines.”
GO AZ works to stay up with the latest trends by attending a variety of tradeshows and connecting with potential customers. GO AZ also partners with other businesses to attract new outdoor enthusiasts. One of those is Mile High Off Road in Prescott Valley. “We offer demo rides around the neighborhood,” Jaramillo said, “but Mile High does rentals, where you can rent a vehicle for a day and try it out.
“GO AZ has everything, whether you like getting dirty and having a good time or you want to be in something that has heat and AC and you’re just as clean as you were when you got in. Traditionally, though, just anyone that’s hopping in the seat and hearing it start and being able to drive something that’s totally different from their car, especially off road, is usually what gets everyone excited, myself included,” he said.
Jaramillo said construction on the expanded facility is scheduled for completion in the next 12-18 months. “Hopefully, it’ll be a little sooner or at least right in the middle of that. Right now, we’re working to stay ahead of the construction and make sure that we’re doing everything we can for our current customers.” QCBN
By Heidi Dahms Foster, QCBN
For more information, visit GO AZ at https://www.goazprescott.com/ or visit the Prescott Valley store at 6500 E Hwy 69, Prescott Valley.
Photos by Heidi Dahms Foster: General Manager Leon Jaramillo says customers include outdoor recreationists, people who use off-road vehicles as a tool for their business and others who rely on GO AZ vehicles for transportation.
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