F.S. “Sandy” Stroope III, Chair, Arkansas Motor Vehicle Commission and President Arkansas Motorcycle Dealers Association, presented this at CPSC's ATV Safety Summit on Oct. 11, 2012. ATV dealers have a responsibility to communicate important information to consumers at the point of purchase to help them make informed and correct decisions when purchasing an ATV, especially one for a young rider. I would like to share the types of information that dealers provide to consumers, such as on-vehicle and hang-tag warnings, age recommendations and the offer of free training. As Chair of our state Motor Vehicle Commission, I also have a role in making sure that dealers properly advertise ATVs for sale. I would like to share examples of responsible advertising as well as circumstances when the Motor Vehicle Commission has(or would have to) intervene(d) to stop improper advertisement of ATVs.

1. Consumer Awareness: ATV Dealers & Teens
F.S. “Sandy” Stroope, III
Dealer Principal, Boat World Honda Polaris
Chair, Arkansas Motor Vehicle Commission
President, Arkansas Motorcycle Dealers Association
Presented at the
Consumer Product Safety Commission
ATV Safety Summit – Keeping Families Safe on ATVs
Bethesda, Maryland
October 11, 2012

2. Topics
• Consumer information at the dealership
• Proper & responsible advertising of ATVs
• Motor Vehicle Commission’s role

3. Key Safety Messages – “Golden Rules”
The ATV Safety Institute's Golden Rules:
1. Always wear a DOT-compliant helmet, goggles, long sleeves, long
pants, over-the-ankle boots, and gloves.
2. Never ride on paved roads except to cross when done safely and
permitted by law - another vehicle could hit you. ATVs are
designed to be operated off-highway.
3. Never ride under the influence of alcohol or other drugs.
4. Never carry a passenger on a single-rider ATV, and no more than
one passenger on an ATV specifically designed for two people.
5. Ride an ATV that's right for your age.
6. Supervise riders younger than 16; ATVs are not toys.
7. Ride only on designated trails and at a safe speed.
8. Take a hands-on ATV RiderCourseSM and the free online E-Course.
Visit ATVsafety.org or call 800.887.2887

4. On-Vehicle Safety Information
• Handlebar Hangtag

5. On-Vehicle Safety Information
• General Warning Label

6. On-Vehicle Safety Information
• Minimum Age Label

7. On-Vehicle Safety Information
• “No Passengers” Label

8. Dealership Materials
• “Golden Rules” Dealership Counter Cards

9. Dealership Materials
• Rider Training Certificate, with
Recitation of Safety Strategies

10. Dealership Materials
• ATV Safety Alert

11. Included With Vehicle
• Safety Messages in Owner’s Manuals

12. Included With Vehicle
• ASI Booklets with Riding Tips and Safety Strategies

13. Included With Vehicle
• “Ride Safe, Ride Smart” DVD

14. Dealership Materials
• Vehicle Delivery Checklist, with
Safety Publications and Rider
Training Information highlighted.

15. ASI Training Program
• Available Nationwide 1-800-887-2887
• Free to Purchasers of New ATVs from SVIA Member
Company and Participating Company dealerships
• Cash-Back Incentives upon course completion
• Focuses on first-time purchasers without experience
• Those who don’t qualify for free training can take
course for a modest fee

16. Rider Training
• ASI RiderCourse
Hands-On Training

17. Rider Training
• RiderCourse Student Handbook with
ATV Safety Alert

18. Consumer Materials
• Safety Messages in Product Brochures

19. Key Safety Messages - Advertising
Safety messages in advertisements address:
• Minimum operator age
• Parental supervision requirement (youth
models)
• Warnings against carrying passengers
• Warnings against riding without helmets
• Warnings against riding on public roads
• Importance of taking a training course
• Importance of riding alcohol- and drug-free
• Importance of riding within one’s limits
• Importance of using care on difficult terrain

20. Proper Advertising
• Consistent with “Golden Rules”
• Age recommendations in disclosures
• Disclosures should be presented next to
illustrations or photos
• Asterisks may only add information on a
word or phrase
• Aired media ads must state
recommendations clearly and loudly

21. Motor Vehicle Commission
• All dealers must be licensed
• All dealers must hold written contracts with
manufacturers or distributors
• All dealers must have “brick and mortar”
establishments on a permanent foundation