Aug. 11—An Albuquerque motor sports business that opened nearly 70 years ago expanded to Santa Fe earlier this summer.
Bobby J's Santa Fe Motor Sports opened in late June at 2594 Camino Entrada. Keith Johnson, the owner of Bobby J's, said the first step after purchasing the building was to improve the "vibe" of the showroom with lights and music.
"Just putting in flashing lights and stereos around the showroom, little things make the vibe," Johnson said.
Bobby J's has been a family owned motorcycle dealership in Albuquerque since 1956. Johnson is a third-generation owner of Bobby J's. Johnson's grandfather, Bobby J, started the business, and Johnson's father, Stan, also ran the dealership. Johnson's wife, Jennifer, runs the office and helps Johnson's mother, Risa, with accounting.
"It's basically a store that was created by people who were passionate to ride motorcycles, side-by-sides and (all terrain vehicles)," Johnson said.
The family members are motor sports enthusiasts. Johnson started riding when he was 8 years old and raced professional motocross and supercross for 10 years starting in 1997.
"The motor sports community in Albuquerque and Central New Mexico is thriving because we have so much space and opportunity to ride," Johnson said.
Bobby J's decided to expand to Santa Fe last fall. Johnson said that allowed him to start selling Polaris, Kawasaki and Suzuki products because franchising rules prohibited him from dealing those vehicles at his shop in Albuquerque. He purchased the dealership, which was formerly called Santa Fe Motor Sports.
"Albuquerque is locked up as far as us being able to sell other manufacturers besides what we already have," he said.
After the expansion, Bobby J's now sells Yamaha, Husqvarna, CFMOTO, Polaris, Kawasaki and Suzuki vehicles.
"Out goal has been to make sure that our customers in northern New Mexico are our first priority," Johnson said. "We take care of them first and foremost because they're the reason that we're in business."
Johnson said about 70% of about 15 employees at the Santa Fe dealership stayed on after the change in ownership.
Joe Montoya, the sales manager, has been with Santa Fe Motor Sports for 10 years. He was one of the employees who stayed on board after the ownership change.
"I grew up around motorcycles and ATVs, and I enjoy selling," Montoya said. "The reputation that Bobby J's has down in Albuquerque and within the United States in and of itself was something to try out."