JANN HENDRY/Acorn Newspapers REASON TO BUY—Simi Valley Cycles employee Duane Kubes, right, shows a dirt bike to customers Rodger and Carol Johnson. The longtime Simi bike shop is offering to pay all DMV and sales tax increases on all new motorcycles sold this month—as long as the customer calls Simi Valley home. It's been a roller coaster ride for the twowheeled transportation industry the last few years.

In 2007, when gas prices peaked, sales of motorcycles and dirt bikes shot through the roof as the bigticket items were temporarily viewed as more than just recreation. But when the economy tanked and gas prices came down the year following, the industry was dealt two knockout blows at once.

"It's brutal, absolutely brutal," said Chuck Stockdale, head of sales at Simi Valley Cycles. "I've been in this business for 30-plus years between the auto industry and the bike industry, and I've never seen a combination of things hit that bad."

Now big-ticket item dealers like S.V. Cycles are faced with their latest obstacle—the state's decision to increase the sales tax by 1 percent and more than double the DMV fees associated with a new vehicle purchase.

But the dealership that has called Simi home for more than 30 years is looking to turn a negative into a positive for its loyal customer base.

During the month of May, S.V. Cycles will pay all DMV and sales tax increases on all new motorcycles sold as long as the customer is from Simi Valley.

"When all this was coming down, we figured why don't we do something for the people of Simi Valley that have kept us afloat these 30-plus years," Stockdale said. "We're rolling back all the stuff that's getting rolled up."

Stockdale said buyers still have to pay the fees, but the total price of the bike will be discounted to make up the difference.

Stockdale said owner Rod Kubes is delighted for the chance to give back to those customers who have been giving to S.V. Cycles for so long.

"(Rod's) given his heart and soul to this business; it's been a fixture in Simi Valley for a long time," Stockdale said. "People in Simi have been very loyal to him; they've kept him in business. This is his way of saying thank you."

For more information, call (805) 522-3434.

Simi Valley Cycles is at 2902 E. Los Angeles Ave.

—Kyle Jorrey