Based in Albuquerque, New Mexico, Bobby J’s Yamaha shines as a symbol of enduring history and deep-rooted tradition in the powersports industry. Established in 1956, this family-owned dealership has weathered the storms of time, continually evolving while staying true to the values that have defined it for nearly seven decades.
Bobby J’s Yamaha is more than just a dealership; it’s a foundational pillar in the American powersports community. The dealership was founded by Bob Johnson, affectionately known as Bobby J, who brought his love for racing and motorcycles to life by establishing what would become the oldest Yamaha dealership in the United States. Bobby J’s journey began in the early 1950s as a flat-track racer on Indian motorcycles. His love for speed and his dedication to the sport were the driving forces behind the creation of his dealership, which initially carried Indian motorcycles before transitioning to Yamaha in 1958.
The Johnson family’s connection to racing didn’t stop with Bobby J. His son, Stan, and nephew, Vern Johnson, carried on the family tradition, gaining national recognition in flat track racing. This passion for the sport was passed down to the next generation, with Stan’s son, Keith Johnson, pursuing a successful racing career in supercross, motocross, and arenacross. Keith’s 11-year professional racing career culminated in 2003 when he was named the Top Privateer in the Supercross series.
In 2009, after hanging up his racing gear, Keith Johnson faced a new challenge: continuing his family’s legacy at Bobby J’s Yamaha. Though it wasn’t his original plan, Keith’s commitment to his family and his love for the powersports industry led him to step into a leadership role at the dealership. The decision was driven by necessity—his father needed help modernizing the business, particularly in the digital age where online presence is crucial for success.
Keith’s impact on the dealership has been nothing short of transformative. Under his guidance, Bobby J’s Yamaha has embraced the digital era with an up-to-date website, active social media presence, and continuous efforts to promote the brand and its inventory online. These initiatives have not only kept the dealership relevant but also ensured it remains a trusted and recognizable name in the powersports community.
Beyond the business, Bobby J’s Yamaha has always been deeply ingrained in the local riding community. For 60 years, the Johnson family has been at the heart of Albuquerque’s motorsports scene, from supporting local racing events to engaging with riders at popular riding spots. The dealership’s commitment to fostering a love for powersports has helped grow the community and inspire new generations of riders.
Keith’s connection to the local community is more than just a business strategy; it’s a way of life. “We’ve always been enthusiasts first,” he says. “Understanding what the powersports industry is about and getting other people involved in it has always been a huge part of who we are.” This dedication to the sport and the people who love it has solidified Bobby J’s Yamaha’s reputation as more than just a dealership—it’s a hub for the powersports culture in New Mexico.
As Bobby J’s Yamaha looks toward the future, it does so with a deep respect for its past. The dealership remains committed to the values that Bobby J instilled: a passion-driven approach, a customer-first mentality, and a relentless pursuit of quality. These principles have guided the business through decades of change and will continue to do so for years to come.
Keith Johnson’s journey from professional racer to dealership leader is a testament to the enduring power of family, tradition, and a love for the sport. Bobby J’s Yamaha is not just a place to buy a bike; it’s a place where memories are made, where the love for powersports is celebrated, and where the legacy of one of America’s most iconic dealerships lives on.
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