Yamaha Motor Finance Honors Bobby
J’s Yamaha with “Apex Award”
JUNE 2025 —Yamaha Motor Finance Corporation, U.S.A., dba Yamaha Financial Services is continuing their Dealer Spotlight video series by highlighting key business partners who have achieved success in the powersports industry.
The most recent dealer being honored is Bobby J’s Yamaha of Albuquerque, New Mexico. Bobby J’s is the recipient of the “Apex Award,” an honor that encompasses this dealer’s various achievements—its history in racing, as a third-generation family-owned business, and as the oldest Yamaha dealership in the United States—just to name a few.
Bobby Johnson founded Bobby J’s back in 1956, making it the oldest company dealer in the nation. The Johnson family, including Bobby, his son Stan, and now his grandson, Keith Johnson, have owned and operated the business ever since. Keith was only three years old when he first got the opportunity to ride a motorcycle, and that passion has helped this dealership blossom as an advocate for local racers and their community.
“Treating customers right” is the business’s core value according to all three generations of Johnson men. To create a standout customer experience, they implement something called the “Ticket to Rip It,” says Keith Johnson. “When you come in as a customer of ours, you get the whole dealership tour—you get to meet the parts department, you get to meet the service department. We take you in and make sure that your first experience is good, and you’ll want to come back because you know who’s here to help you.”
That investment in establishing loyalty is what has driven customers and their families to Bobby J’s for decades. Their success is not only due to their passion as motorcycle enthusiasts, but thanks to their strong connection with Yamaha as a whole, which includes a great partnership with Yamaha Financial Services. “Working with Yamaha Financial Services has greatly improved our business. They really worked with us on F&I, extended warranties, GAP, all that,” says Keith. “Being able to build the relationship so that we have a communication channel to get deals done.”
Yamaha Financial Services honored Bobby J’s Apex Award performance by presenting an award plaque and providing a catered lunch to all dealership staff. YMFC-US looks forward to continuing this new tradition of honoring its best dealers.
Click here to view Bobby J’s Dealer Spotlight video.
Seimone San Juan, Yamaha Motor Finance Corporation (YMFC)