Financing key for 81% of shoppers when making large purchases

Powersports dealers are introducing financing discussions earlier in the buying process as affordability concerns and economic uncertainty shape consumer behavior during the industry’s peak selling season.

May is one of the most important sales periods for powersports dealers as warmer weather drives demand for motorcycles, ATVs and side-by-sides, Synchrony Outdoors Senior Vice President and General Manager Susan Medrano told Auto Finance News during a special episode of “The Roadmap” podcast.

“It’s important because that buying window for peak season is so narrow,” she said. “If the consumer doesn’t purchase during that window, they may not purchase till next year.”

This year, affordability pressures are changing how consumers approach purchases, with about 81% of shoppers focused on financing options when making large purchases, Medrano said, citing Synchrony’s 2025 Major Purchase Study,

Modern buying trends

Buyers also are researching financing options before visiting dealerships and are increasingly focused on monthly payments and loan terms, Medrano said.

“The financing starts much sooner in the process,” she said. “Consumers are educating themselves before they ever get there.”

That has spurred dealers to discuss financing on the showroom floor instead of waiting until customers reach the finance office, Medrano said.

“If it's the monthly payment, for example, they could talk about the different terms that would be available, whether it's 36 months or it's 84 months, and the difference that makes to the consumer,” she said. “The same with total ticket price.”

Those conversations allow dealers to tailor promotional APRs, repayment terms and add-ons to that customer, Medrano said.

Flexible financing

Flexible financing is increasingly important as dealers work to convert shoppers during the compressed seasonal sales window, Medrano said.

“The worst thing that can happen is you get a customer to a finance desk and then they get sticker shock over the payment,” she said.

Synchrony also encourages digital applications and mobile approval tools that allow customers to apply for financing before or during dealership visits, Medrano said.

“We’re trying to make the buying process as frictionless as possible,” she said.

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