Massimo Group Welcomes Ron Luttrell as New Vice President for Dealer Development
In a strategic move to bolster its dealer network, Massimo Group has recently appointed Ron Luttrell as Vice President of Dealer Development. This appointment is not only a testament to Massimo's commitment to strengthening its market presence but aims to facilitate the upcoming launches of the 2026 MVR Series and Sentinel Series.
Ron Luttrell comes with over 20 years of rich experience in the motorcycle and powersports sectors. Throughout his career, he has taken on significant positions at notable companies like Brammo, Zero Motorcycles, Triumph Motorcycles America, and Royal Enfield. His expertise in building and scaling dealer networks has had a transformative effect on these organizations. For instance, during his tenure at Zero Motorcycles, Luttrell contributed to a remarkable 210% increase in sales, while at Brammo, he achieved over 40% sales growth and drastically reduced the cost of sales by 80%. Notably, while serving Triumph Motorcycles America, he successfully launched 63 new dealerships across North America.
In his new role, Luttrell's primary focus will be on expanding Massimo's dealer network and improving onboarding and performance management processes at this pivotal time. As the company prepares to introduce its cutting-edge 2026 MVR Series of premium lithium-electric vehicles—equipped with integrated heating and air conditioning—and the 2026 Sentinel Series of high-performance gas-powered UTVs, Luttrell's insights and capabilities will play a crucial role in the company’s growth trajectory.
The move is viewed as highly strategic by Massimo Group’s CEO, David Shan, who noted, "Ron is joining Massimo at exactly the right time. Strengthening our dealer channel is essential as we prepare to unveil our most advanced product lines. His experience in developing high-performance dealer networks will be instrumental in unlocking the significant potential we see across our UTV, ATV, and electric vehicle segments."
Luttrell's extensive skills in market strategy, dealer recruitment, and KPI systems align well with Massimo's goals of expanding its footprint and boosting dealer profitability. He has been recognized for establishing accountability structures that promote better performance and efficient dealer activation, which ties back into Massimo’s commitment to delivering high-quality customer experiences.
"Massimo's product momentum and focus on innovation present a fantastic opportunity for dealer growth," Luttrell stated. "I am eager to contribute to the structure and systems that can elevate dealer partnerships and facilitate Massimo's next phase of growth."
This significant addition reflects Massimo's ongoing investment in top-tier talent as it executes strategies aimed at enhancing its dealer network. The company's portfolio, which already features a range of UTVs, ATVs, e-bikes, and electric vehicles known for their performance and value, is poised to gain further traction in the marketplace with these new product launches. As Massimo Group continues to evolve, Luttrell's appointment is well-positioned to aid the company in its quest for expanded market share and improved dealer relations.
Ron Luttrell comes with over 20 years of rich experience in the motorcycle and powersports sectors. Throughout his career, he has taken on significant positions at notable companies like Brammo, Zero Motorcycles, Triumph Motorcycles America, and Royal Enfield. His expertise in building and scaling dealer networks has had a transformative effect on these organizations. For instance, during his tenure at Zero Motorcycles, Luttrell contributed to a remarkable 210% increase in sales, while at Brammo, he achieved over 40% sales growth and drastically reduced the cost of sales by 80%. Notably, while serving Triumph Motorcycles America, he successfully launched 63 new dealerships across North America.
In his new role, Luttrell's primary focus will be on expanding Massimo's dealer network and improving onboarding and performance management processes at this pivotal time. As the company prepares to introduce its cutting-edge 2026 MVR Series of premium lithium-electric vehicles—equipped with integrated heating and air conditioning—and the 2026 Sentinel Series of high-performance gas-powered UTVs, Luttrell's insights and capabilities will play a crucial role in the company’s growth trajectory.
The move is viewed as highly strategic by Massimo Group’s CEO, David Shan, who noted, "Ron is joining Massimo at exactly the right time. Strengthening our dealer channel is essential as we prepare to unveil our most advanced product lines. His experience in developing high-performance dealer networks will be instrumental in unlocking the significant potential we see across our UTV, ATV, and electric vehicle segments."
Luttrell's extensive skills in market strategy, dealer recruitment, and KPI systems align well with Massimo's goals of expanding its footprint and boosting dealer profitability. He has been recognized for establishing accountability structures that promote better performance and efficient dealer activation, which ties back into Massimo’s commitment to delivering high-quality customer experiences.
"Massimo's product momentum and focus on innovation present a fantastic opportunity for dealer growth," Luttrell stated. "I am eager to contribute to the structure and systems that can elevate dealer partnerships and facilitate Massimo's next phase of growth."
This significant addition reflects Massimo's ongoing investment in top-tier talent as it executes strategies aimed at enhancing its dealer network. The company's portfolio, which already features a range of UTVs, ATVs, e-bikes, and electric vehicles known for their performance and value, is poised to gain further traction in the marketplace with these new product launches. As Massimo Group continues to evolve, Luttrell's appointment is well-positioned to aid the company in its quest for expanded market share and improved dealer relations.
Topics Consumer Products & Retail）
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