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5 Major Changes Since Star City Motorsports Lincoln NE Became Elway Powersports

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The Star City Motorsports name, a cornerstone of the Lincoln, Nebraska, powersports community for over 25 years, has officially entered a new era. As of the most recent updates in late 2025, the dealership is now operating under the banner of Elway Powersports of Lincoln, following a significant acquisition by the John Elway Dealership Group. This transition marks a pivotal moment for riders, racers, and outdoor enthusiasts across the state, bringing new inventory, management philosophies, and a refreshed focus on customer experience to the 6600 N. 27th Street location.

This article dives deep into the current status of the dealership, exploring the legacy of the original Star City Motorsports and detailing the exciting changes that have taken place since the ownership transition. From expanded brand selections like Can-Am to the integration of a major national dealership group's best practices, here is everything you need to know about the premier powersports destination in the Cornhusker State.

The Star City Motorsports Legacy and The John Elway Powersports Acquisition

The story of Star City Motorsports is one of local success and dedication. For a quarter of a century, the dealership was owned and operated by Robert Kay, who built it into one of Nebraska’s most recognized and largest powersports retailers. Kay’s leadership established the dealership as a central hub for everything from motorcycles and ATVs to UTVs and personal watercraft, serving a loyal customer base across the Midwest.

Biography Profile: Star City Motorsports (Pre-Acquisition)

  • Location: 6600 N. 27th St., Lincoln, NE 68521
  • Years of Operation (Under Original Ownership): Approximately 25 years (until 2022)
  • Former Owner: Robert Kay
  • Key Inventory Focus: Motorcycles, ATVs (All-Terrain Vehicles), UTVs (Utility Task Vehicles), Scooters, and Watercraft.
  • Original Brands Carried: Honda, Kawasaki, Polaris, Suzuki, Yamaha, Eton, KTM, and Sea-Doo products.

The major shift occurred on September 6, 2022, when the dealership was acquired by John Elway Powersports, a division of the John Elway Dealership Group. This transaction was significant, as it represented the John Elway Dealership Group’s first powersports acquisition outside of its home state of Colorado, signaling a major expansion into the Nebraska market. The new entity operates as Elway Powersports of Lincoln, though many long-time residents still refer to it by its original name.

1. Massive Expansion of Brand and Vehicle Offerings

One of the most immediate and exciting changes for consumers is the updated, and in some cases, expanded, selection of top-tier powersports brands. While the original Star City Motorsports was known for carrying a wide range of manufacturers, the transition to Elway Powersports has solidified its status as a multi-brand destination. The dealership continues to be a go-to source for major Japanese and American manufacturers, but the addition of new lines has created a more comprehensive inventory.

  • Core Japanese Brands: Honda (Motorcycles, ATVs, Side-by-Sides), Kawasaki, and Suzuki.
  • Canadian Powerhouse: The official addition of Can-Am is a major highlight, offering popular models like the Can-Am Renegade and the high-performance Can-Am Maverick X3.
  • Other Notables: The dealership remains a strong source for Polaris, Yamaha, and other products, ensuring a robust selection of both on-road and off-road vehicles.

This extensive inventory ensures that whether you are searching for a reliable Honda dirt bike, a powerful Kawasaki Ninja sportbike, a rugged Can-Am Defender UTV, or a family-friendly Sea-Doo watercraft, the Elway Powersports of Lincoln location has the vehicle to meet your needs. The focus on top-tier brands helps solidify the dealership's topical authority in the competitive Midwest powersports landscape.

2. Enhanced Service and Parts Department Operations

A dealership is only as good as its service department, and the integration into the John Elway Dealership Group has brought an increased focus on operational excellence. The new ownership has a history of successful automotive and powersports operations, suggesting an investment in streamlined processes, updated technology, and technician training. Customers searching for "motorcycle repair Lincoln NE" or "ATV service Nebraska" can expect a high standard of care.

The service center handles routine maintenance, complex repairs, and performance upgrades for the vast array of vehicles they sell, including all major manufacturers like Honda, Polaris, and Can-Am. The parts department maintains a comprehensive stock of OEM (Original Equipment Manufacturer) parts and accessories, which is crucial for minimizing downtime and ensuring vehicle reliability for enthusiasts who rely on their machines for work or recreation.

3. The Influence of the John Elway Dealership Group Philosophy

The acquisition is more than just a name change; it represents the infusion of a nationally recognized business philosophy. The John Elway Dealership Group, founded in 2004, is known for its customer-centric approach, which emphasizes integrity, transparency, and a commitment to community involvement. This philosophy is now being applied to the powersports operations in Lincoln.

This change has a direct impact on the customer experience, from the sales process to financing and follow-up support. The goal is to create a seamless, low-pressure buying environment, whether a customer is purchasing their first scooter or trading up to a high-end UTV. This focus on long-term relationships is vital for a business that serves a passionate community of riders and off-roaders.

4. Focus on the Nebraska Powersports Community

While the ownership is now national, the dealership remains deeply rooted in the local Nebraska powersports scene. The team at Elway Powersports of Lincoln understands the unique needs of riders in the Midwest, from the long stretches of highway for touring motorcycles to the rugged terrain for off-road vehicles. They cater to a diverse range of customers, including:

  • The Commuter: Customers seeking reliable, fuel-efficient scooters and smaller motorcycles for city travel.
  • The Off-Roader: ATV and UTV enthusiasts who need durable, powerful machines for farming, hunting, or recreational trail riding.
  • The Cruiser/Sport Rider: Individuals looking for new and used Harley-Davidson, Honda, or Kawasaki motorcycles for weekend rides or long-distance touring.
  • The Watercraft Enthusiast: Patrons looking for Sea-Doo or other personal watercraft for use on Nebraska's lakes and reservoirs.

By maintaining a diverse inventory and a knowledgeable staff familiar with local riding conditions, Elway Powersports of Lincoln continues the tradition of being the essential "Lincoln powersports dealer."

5. What the Future Holds for Elway Powersports of Lincoln

The transition to the John Elway Dealership Group signals a commitment to growth and modernization. The new ownership structure provides the capital and operational expertise necessary to invest in facility upgrades, expand inventory depth, and potentially increase staffing to better serve the growing demand for powersports vehicles in Nebraska.

For current and prospective customers, this means a dealership that is more stable, better resourced, and focused on providing a premium experience. As the dealership continues to fully integrate into the Elway network, riders can anticipate more competitive pricing, better financing options, and a wider selection of both new and pre-owned vehicles. The future of powersports in Lincoln, NE, looks bright, driven by the legacy of Star City Motorsports and the resources of John Elway Powersports.

5 Major Changes Since Star City Motorsports Lincoln NE Became Elway Powersports
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star city motorsports lincoln ne

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