Motorcycle, boat and other motor vehicle dealers
This Canadian industry comprises establishments primarily engaged in retailing new and used motorcycles, watercraft and other vehicles, such as snowmobiles, off-road all-terrain vehicles, utility trailers, and aircraft. These establishments also typically retail replacement parts and accessories, and provide repair services. — Statistics Canada, NAICS 2022A
- Establishments · CanadaA
- 1,560
- Under 10 employeesA
- 57%
Size and shape
How many businesses there are and how small they are. Fragmentation is the first thing an entrant — or anyone selling software into this industry — needs to know, and it is one of the few things that is actually measured.
Canadian establishments by number of employeesA
Of 1,560 Canadian establishments with employees, 57% have fewer than ten — mostly small operators.
Where they areA
Largest four provinces by establishment count. Establishments with employees only — sole operators with no payroll are not in this table, so in trades and personal services the true number of businesses is higher.
Measured, not forecast: the share of US establishments opening in one year that were still active later. It counts good operators and bad ones together, which is exactly why it is the honest answer to “what are the odds”. It is for the whole sector rather than this market, and the ten-year figure comes from an older cohort because no younger one has reached ten years.
No US figure is shown. County Business Patterns is coded to the 2017 US edition of NAICS; this code either does not exist there, names a different industry, or is outside the programme's coverage (most of agriculture, rail, postal and public administration are). A figure is attached only where both the code and the title agree.
How businesses here compete
The structural profile of subsector 441, which every industry beneath it inherits. This is analyst judgment from how the subsector is organised — not research into this industry, and not a measurement.
A franchise granted by an OEM with floor-plan financing behind it. Groups are consolidating rooftops, and fixed operations — parts and service — are what carry a store through a weak sales year.
- Who sets the price
- The manufacturer sets invoice and allocation; the local market sets the transaction price.
- The software it runs on
- Dealer management systems — a concentrated, heavily locked-in category.
Market screens and studies
Market-entry records filed along this branch of the hierarchy. A record at or beneath this code is about this industry; one above it is about something wider that contains it.
No operating-business record sits in this industry — the records filed here are software markets, shown in the next section.
Software serving this industry
The vertical software markets filed along the same branch — who sells to these businesses and who they would have to displace — and then the generic categories every business buys whatever it does.
The wedge that opens the automotive DMS market at 441110 does not exist here, and that is the finding. When BlackSuit took CDK Global offline in June 2024 and roughly 15,000 automotive rooftops lost their core system for three weeks, marine, RV and powersports dealers were untouched: a Lightspeed spokeswoman told Powersports Business that services to "our RV, marine, powersports, trailer, golf, and OPE dealerships remain fully operational" [B]. Lightspeed and CDK share a parent in Brookfield Business Partners, but LightspeedDMS LLC has been a standalone business since 2023 and the systems are separate [B]. There is therefore no outage, no $1B invoice and no portability lawsuit to price a continuity product against — the entire demand driver behind the 441110 study is absent. Beneath that, the incumbent is entrenched across six verticals at once rather than one: Lightspeed claims 4,500+ dealers, distributors and manufacturers and 40+ years in business [C, vendor], with Dockmaster claiming 1,000+ marina, boatyard and dealership customers [C, vendor]. And the buyer is contracting — US new boat retail unit sales fell 8.8% in 2025 to 215,237 units from 236,070 [A, NMMA]. Nothing is disclosed here. Every system named is private or sits inside a parent that does not break the line out, so no revenue floor can be built and the market size is genuinely unknown rather than estimated.
An OEM owns the dealer management system, which closes the channel before price or product matters. TALON is built by Harley-Davidson Dealer Systems and sold to Harley-Davidson dealerships; TALONes is positioned as a general powersports DMS for single stores and multi-rooftop groups [B/C]. A manufacturer that owns the system its own dealers run is not a prospect for a rival one, and the rest of the field is reached through OEM programmes and manufacturer price-file access rather than through search. Lightspeed spans this vertical and five others from one platform [C, vendor], and the modern cloud wedge is already occupied: Blackpurl is in market as a cloud DMS integrating QuickBooks, Xero and Shopify, and DX1 bundles DMS, website and marketing behind one login [C, vendor]. As at marine, the June 2024 CDK ransomware event did not reach these dealers [B], so the continuity-and-escrow opening that makes 441110 attractive has no trigger here either. Nothing is disclosed here. Every vendor named is private or sits inside a manufacturer or parent that does not break the line out, so no revenue floor can be built and the market size is genuinely unknown rather than estimated.
And what every business buys · 25 generic categories
Sold to every industry rather than this one, so they are filed against the software industry's own code. The same few vendors recur across most of them.
Companies in this industry · 8
Every company this research names that is filed here or beneath — the operators, and the vendors that sell to them — largest disclosed revenue first. The rank is within the company’s own six-digit industry.
| Company | Filed under | Revenue | Rank |
|---|---|---|---|
| BiT DMSPrivate | Motorcycle, boat and other motor vehicle dealers441220 | — | 1/8 |
| Lightspeed DMSPrivate | Motorcycle, boat and other motor vehicle dealers441220 | — | 2/8 |
| BlackpurlPrivate | Motorcycle, boat and other motor vehicle dealers441220 | — | 3/8 |
| DealerRockPrivate | Motorcycle, boat and other motor vehicle dealers441220 | — | 4/8 |
| DX1Private | Motorcycle, boat and other motor vehicle dealers441220 | — | 5/8 |
| Ideal Computer SystemsPrivate | Motorcycle, boat and other motor vehicle dealers441220 | — | 6/8 |
| TALONPrivate | Motorcycle, boat and other motor vehicle dealers441220 | — | 7/8 |
| WinboatsPrivate | Motorcycle, boat and other motor vehicle dealers441220 | — | 8/8 |
Who works here
The occupations employed in Retail trade, most concentrated in it first. The share is measured against the whole sector, not this industry — the published cross-tabulation stops there.
Concentrated in this sectorA
These jobs are mostly done here. An operator in this industry is competing for them against others in the same industry, not against the whole economy.
And the jobs every business has
Found across at least fourteen of the twenty sectors. In a small establishment several of these are usually one person, or an outside provider.