Motoalliance was founded around 2002 when an employee from Polaris came to M&L Industries in Rogers, MN with the idea to build high quality accessories and go directly to dealers with them — instead of through distributors. This meant a focus on quality without the high price points demanded by distributors.
The business exploded and soon 1000 dealers were part of the Motoalliance team. But Polaris saw the threat and moved their production to China, thus destroying the market with the pricing power of inexpensive labor. Motoalliance was left with about $100,000 of inventory and no dealer interest.
Kristy Kapsner, a Cargill computer programmer and 4.0 students, was brought in part-time to liquidate the inventory through newly formed internet channels like Ebay that could go directly to the consumer. But more than liquidation happened…..the business exploded again with the power of the internet.
Her brother-in-law, Peter Kapsner, was studying at Edinburgh for his doctorate and came back to the States to help. Through a lot of trial and error, mistakes and good decisions, the business continued to grow. Both are humbled by the experience.
CURRENT
Motoalliance has grown to now include 15 employees with multiple production partners in the USA, France and China. By avoiding distributors and their 40-70% mark-up, the company can focus on quality, low prices, and customer support. These have been the philosophical foundations that, even when the company makes mistakes, they go back to and make sure they get it right.
The product lines now include the well-regarded VIPER winches that are carried by nearly 400 dealers in the USA. DENALI plows, SIRIUS lights, IMPACT IMPLEMENTS, FIRESTORM heaters and various other accessories are part of the lineup as well.
The goal has always been to do "business the right way" with old-school mentality while becoming the most innovative and trust-worthy accessories business in the USA. Expansion plans include an R&D center where riders can come in and design stuff with Motoalliance, as well as an expanded HQ in the Minneapolis area that can employ up to 30-40 Americans that love the powersports’ world.
But regardless of how big we get, Motoalliance will remain part of this forum to try to help answer questions, take whatever criticism, offer special promotions not available to the public, etc. The entire business is based off of word-of-mouth with satisfied people. That is the only reason why we’ve grown, and we are humbled and grateful for all those that have helped along the way.
Thanks everyone.
The Motoalliance Team
