RumbleON, Inc. (RMBL): Marketing Mix Analysis [Dec-2025 Updated]

Honestly, trying to track the powersports retail space is tricky right now, especially since RumbleON, Inc. officially became RideNow Group, Inc. on August 13, 2025. You need to know if this massive rebranding is just window dressing or if the underlying strategy is actually working for the largest dealer group in the US. We're cutting through the noise to show you the new reality: think 54 physical locations, a focus on the 'RideNow Way,' and, importantly, pre-owned gross margins that jumped to 18.8% in Q2 2025. Let's break down exactly what their Product, Place, Promotion, and Price look like now.

You're looking for a sharp, late-2025 view on RumbleON, Inc.'s marketing mix-the four P's-especially after their big rebrand to RideNow Group, Inc. This analysis cuts straight to the operational facts and key financial metrics.

RumbleON, Inc. (RMBL) - Marketing Mix: Product

RumbleON, Inc. operates as the largest powersports retail group in the US, offering a combination of new and pre-owned vehicles across its Powersports segment. The core product offering centers on a wide selection of powersports vehicles.

The inventory mix is comprised of the following vehicle types:

• Motorcycles
• ATVs (All-Terrain Vehicles)
• UTVs (Utility Terrain Vehicles or side-by-sides)
• Personal watercraft
• Snowmobiles

The product strategy shows a clear shift in consumer preference within the vehicle sales, with the pre-owned category showing growth while new unit sales declined in Q2 2025. Ancillary revenue streams support the core vehicle sales, derived from parts, apparel, accessories, and Finance & Insurance (F&I) products and services.

Here are the specific unit sales and revenue performance metrics for the Powersports segment as of the second quarter ended June 30, 2025:

The ancillary product lines also contributed to the top line in Q2 2025, though some experienced revenue contraction:

The gross profit per unit for the Parts, Services and Accessories business was $1,566, which was flat compared to the prior year. The Vehicle Transportation Services segment, operating as Wholesale Express, saw a dramatic reduction in its product/service volume and associated revenue.

• Vehicle Transportation Services Revenue (Q2 2025): $1.3 million.
• Year-over-Year Vehicle Transportation Services Revenue Drop: 91.4%.
• Vehicles Transported (Q2 2025): 1,993 units.
• Year-over-Year Vehicles Transported Drop: 91.5%.

Overall Total Company Revenue for Q2 2025 was $299.9 million, representing an 11.0% decrease year-over-year. The Total Powersports Dealership Group Revenue was $298.6 million, a decrease of 7.2% compared to the same quarter last year. The Powersports vehicles component of that revenue was $219 million. Finance: draft 13-week cash view by Friday.

RumbleON, Inc. (RMBL) - Marketing Mix: Place

The Place strategy for the entity, now operating as RideNow Group, Inc., centers on an integrated physical and digital distribution network. This approach combines a digital marketplace with a substantial physical footprint to ensure product accessibility across the powersports consumer journey.

The physical distribution network is anchored by its extensive dealership presence. As of the second quarter of 2025 reporting, the company supported a network of 54 powersports dealerships across the United States. This physical network is now being strategically aligned under the unified RideNow brand following the corporate restructuring in August 2025.

A key element of the distribution strategy involves the consolidation of corporate functions. The corporate headquarters relocated from Irving, Texas, to Chandler, Arizona, effective August 13, 2025. This move consolidates leadership and support functions at the flagship store location, aiming to reinforce a singular operational focus across the entire distribution chain.

The digital aspect of Place is driven by proprietary technology designed to feed the physical locations with inventory. The company utilizes the proprietary RideNow Cash Offer technology to facilitate the direct online acquisition of used vehicles from consumers. This digital sourcing capability is integral to the strategic combination of the former RumbleON and RideNow platforms, enhancing the company's ability to maintain a robust used inventory pipeline for its dealerships.

The operational metrics and network size as of the latest reported period reflect the scale of this distribution strategy.

The integration of online and offline touchpoints is central to the company's structure, supporting the acquisition and retail of powersports vehicles.

• Omnichannel platform combines digital marketplace with physical dealership access.
• Proprietary RideNow Cash Offer technology used for consumer vehicle acquisition.
• Consolidation of corporate operations at the Chandler, Arizona flagship store.
• The network includes 54 powersports dealership locations.
• Strategic platform combination supports used inventory sourcing.

RumbleON, Inc. (RMBL) - Marketing Mix: Promotion

You're looking at the promotion strategy for the entity now known as RideNow Group, Inc., following a major corporate identity overhaul. The promotion activities are now entirely centered around the established customer-facing brand.

Comprehensive rebranding to RideNow Group, Inc. (RDNW) effective August 13, 2025. This was a deliberate move to align the corporate structure with the brand that customers already recognize in the powersports space. The former ticker symbol, RMBL, was replaced with RDNW on The Nasdaq Capital Market as of the market open on August 13, 2025. CEO Michael Quartieri noted this change was about aligning corporate identity with the brand customers know, marking a return to the company's roots in Chandler, Arizona, which is now the new headquarters location, consolidating corporate and store operations.

The new framework guiding internal and external messaging is "The RideNow Way," which focuses heavily on reinforcing a consistent customer interaction. This framework is built upon three core pillars that inform all communication and operational execution:

• Entrepreneurial Spirit
• Customer Experience
• Operational Excellence

COO Cam Tkach emphasized that this approach is designed to ensure every dealership delivers the same high level of service and engagement, which is a key promotional message in itself-consistency equals trust.

Leadership is actively implementing cost-saving measures, which directly impacts the budget allocated to traditional promotion and sourcing activities. This shift prioritizes operational efficiency to support long-term growth. The focus is definitely on aligning corporate identity with the customer-facing RideNow brand, which suggests marketing spend is being rationalized to support this unified message rather than diversified efforts.

The financial impact of these cost-saving efforts is visible in the second quarter of 2025 results, which were announced concurrently with the rebrand. The company reported that total company adjusted Selling, General & Administrative (SG&A) expenses were reduced significantly.

Here's the quick math on the overhead reduction achieved in Q2 2025, reflecting tighter control over general corporate and marketing spend:

Furthermore, as part of the broader financial restructuring announced alongside the rebrand, the company secured a term loan amendment that is expected to reduce annualized cash interest expense by approximately $3.4 million. While not strictly promotion, this financial discipline underpins the ability to fund future, more targeted promotional efforts under the RDNW banner. The company is clearly prioritizing a leaner corporate structure to support the dealer-first growth strategy.

The promotional strategy, therefore, is less about broad advertising campaigns and more about ensuring the core operational promise-The RideNow Way-is executed flawlessly across all 54 powersports dealerships. Success in promotion is now defined by customer experience metrics, as stated by CEO Michael Quartieri: "Success for us is when every customer encounters the same high level of service, experience, and excitement at any RideNow location."

RumbleON, Inc. (RMBL) - Marketing Mix: Price

The pricing strategy for RumbleON, Inc., now operating as RideNow Group, Inc., reflects a focus on margin improvement across its core powersports business, even amidst declining overall revenue trends as of late 2025.

For the second quarter of 2025, the company demonstrated success in unit economics. New unit gross margins improved to 13.2%, which is up from 12.3% in the year-over-year comparison. Pre-owned gross margins saw an even more significant lift, reaching 18.8% in Q2 2025, compared to 17.0% in the prior year period. This shift in mix and margin focus is central to the current pricing approach.

The total gross profit per unit (GPU) for the powersports segment was reported at $5,264 for Q2 2025, marking a 1.9% increase year-over-year. This metric shows that while volume pressures exist, the per-unit profitability is trending positively.

Financing and Insurance (F&I) operations contributed $27.2 million in gross profit during Q2 2025, though this represented an 8.4% decline compared to the same quarter in 2024. This suggests a slight softening in the attach rate or profitability of ancillary financial products.

Looking at the top line, consensus analysts estimate that full-year 2025 revenue for RumbleON, Inc. will be approximately $1.03 billion.

Here is a summary of the key profitability metrics from Q2 2025:

The pricing environment, as discussed by management, suggested that the industry may have bottomed out, with an upward trajectory potentially beginning. Key components influencing the realized price and profit include:

• New unit sales volume down 11.5% year-over-year in Q2 2025.
• Pre-owned unit sales volume up 10.2% in Q2 2025.
• Analyst consensus for full-year 2025 revenue is $1.03 billion.
• The company is focused on cost discipline to support margins despite volume pressure.