How a Car-Sales Playbook Drove This Dealer to 300 SxS a YearATV.comATV.com StaffTue, September 15, 2026 at 1:39 AM UTCAdd us on Googlehow a car sales playbook drove this dealer to 300 sxs a year, Moritz sprot and marineMoritz sprot and marineEric Moritz runs his side-by-side business the way he learned to sell cars, and the numbers show it working. Moritz Sport & Marine in Bismarck, North Dakota, moves roughly 300 new units a year and pulls in about $10 million annually from side-by-side sales alone, according to Moritz. That's before you count the 200 to 300 used ATVs and UTVs it also sells.From Chevy dealer to powersportsMoritz and his father both came out of the auto industry before buying a Bismarck Chevy dealership almost 30 years ago and converting it into Moritz Sport & Marine, founded in 1997. When his father retired in 2020, friends who owned area car dealerships took over the shares, reinforcing the automotive approach.AdvertisementAdvertisement"The powersports business is about five years behind the auto industry," Moritz says. "In technology, somewhat, but just how the business is run."The practical upshot for buyers: a full-service sales desk where the customer meets with the sales manager, service and finance staff, and accessories specialists in one sitting. Moritz says the goal is that customers leave with the machine and all the accessories they want, then stay long-term. "Car dealers do a really good job at that."Cab machines that drive like trucksThe Can-Am Defender, and specifically the full-cab versions, is the dealership's biggest revenue generator outside of marine, according to Moritz. Before the Defender arrived roughly a decade ago, the store sold 10 to 15 new units a year, he says. The Can-Am tech headcount has doubled to 12 in the last few years to keep up.Cab machines with heating and air conditioning, plus street-legal kits, are pulling in buyers who want everyday transportation. Off-highway vehicles are legal on North Dakota's paved roads outside of highways, and once blinkers, a horn, mirrors, and a plate are added, they're street-legal statewide.AdvertisementAdvertisementMoritz's main concern is price. Some optioned-up side-by-sides now approach $50,000. He's watching the electric segment after Can-Am's Outlander Electric debut this summer but is holding off, citing limited range, charging infrastructure, and the cost of tools and technician training.