Massimo Motor Sports (NASDAQ: MAMO) added Ekho's AI Sales Agent to the online sales channel it already ran on Ekho. Buyers who speak to the agent before ordering convert at 2.4X the rate of buyers who never do, and they spend 19% more per order. The agent handles more than 2,800 buyer conversations a month, around 80% of them start to finish with no person stepping in, absorbing about 8,900 hours of lead nurturing a year, the equivalent of 4.6 full-time hires.
Massimo has sold titled vehicles online through Ekho since 2025. That channel handles state franchise law, titling and registration, tax, financing and insurance across all 50 states, and keeps dealers financially involved in every sale in their market area. It has driven return on ad spend from 7X at launch to over 10X, buyers rate the experience 9 out of 10 on average, and order volume has more than doubled year over year. Ekho’s AI Sales Agent, which Massimo calls Max, is the layer on top of it. Read the online channel case study
About Massimo
Massimo Motor Sports (NASDAQ: MAMO) builds UTVs, ATVs, golf carts and mini bikes, and sells them through a dealer network and big-box retail across the United States. Its online channel is the brand-owned side of that business: buyers configure, finance and buy a titled vehicle without leaving the site, and the dealer in their market area still takes part in the sale.
Why Massimo Added an Agent
Massimo’s marketing brings a lot of people to the site. Not all of them arrive ready to buy, and most of them arrive when nobody is at a desk. More than half of the shoppers who reach out do it outside store hours.
Massimo had no shortage of leads. What it did not have was anyone to answer a question about tow rating at 11pm on a Sunday, work out whether a buyer wanted a go-kart or a side-by-side, and put the ready ones in front of a salesperson. Staffing for that scales with traffic, and Massimo’s traffic was growing.
The Results
Max now handles more than 2,800 buyer conversations a month. Traffic growth accounts for some of that climb. The rest is Massimo tuning the agent and building its own process around it.
Max handles about 80% of that volume start to finish. The conversations it closes out on its own would take roughly 4.6 full-time hires to staff. Massimo runs the channel with a lean team.
Volume is only half of it. The other half is when. Some 54% of conversations open outside Massimo’s office hours, and so do 51% of the leads Max captures. Those are buyers a weekday team would have reached on Monday, if they were still looking.
What It Is Worth
The coverage Massimo did not have to staff
At the current run rate Max carries about 8,900 hours of lead nurturing a year. That is the equivalent of 4.6 full-time hires, at a manufacturer rather than a single store.
Source and method below.
The orders those conversations turn into
Source and method below.
Same brand, same site, same six months. Buyers who had a conversation first were more than twice as likely to convert, and they spent more per order when they did.
The lift is not confined to the buyers Max spoke to. Set the months before the agent went live against the months after, and the share of checkouts reaching a completed purchase is up 22%. The whole channel moved, not a self-selected slice of it.
That counts only what completes in Ekho. Buyers who meet Max online and then finish the purchase with a dealer are incremental return that this figure does not reflect.
The channel underneath has been growing the whole time. Vehicles ordered through Ekho have more than doubled year over year.
Built Around How Massimo Sells
Max runs on every page of Massimo’s site, configured against Massimo’s own playbook:
- Reads the page a shopper is on, so a buyer comparing two models gets a different conversation from one who is mid-checkout
- Opens with one-tap actions for Sales, Parts and Service, and answers in English or Spanish
- Knows the full lineup and its specs, from go-karts and mini bikes through to UTVs and electric side-by-sides
- Handles the questions buyers actually ask, like whether the warranty registers automatically at purchase and whether shipping covers the lower 48
- Pre-qualifies buyers for financing, opens checkout, and books 20-minute consultations straight onto the team’s calendar
- Works the whole funnel around the clock, carrying a conversation from web chat to text without dropping it, and following up on quiet leads, abandoned carts and financing that fell through
See Max in Action
Four real Massimo conversations, with names and numbers changed: a financing question booked into a same-day call, a precise spec question, a pre-qualification submitted and approved after hours, and a four-model comparison.
Every Dealer, and What Comes Next
Massimo does not keep this to the brand site. It extends Ekho to its dealer network at a preferred rate, so any Massimo dealer can put the same always-on agent to work on its own storefront without adding staff.
“We want every Massimo dealer on the cutting edge. Ekho lets them engage buyers around the clock and sell more vehicles without adding headcount.”
Follow-up and routing already run themselves. Next for Max is a wider set of tools, so it can carry more of the sale end to end.
About these numbers
Figures are Massimo’s own, measured in Ekho over the period since the agent went live. Time per conversation is an industry norm applied to them, so the labour-equivalent figures are estimates. The conversion and order-value comparison is between buyers who spoke to the agent before ordering and buyers who did not, over the same period and the same channel. An observed difference, not a controlled trial. The aggregate figure compares organic checkouts created in the months before the agent went live against those created after, and tracks whether each of those checkout sessions went on to become a converted order. The after-hours figures use Massimo’s own office hours, Monday to Friday.
Frequently asked questions
Ekho is purpose-built to handle state-specific title, tax, and franchise law complexity across all 50 states. The platform enables dealers to financially participate in online sales, preserving channel harmony while giving manufacturers a compliant e-commerce channel.
OEMs using Ekho have achieved ROAS that started at 7X and climbed above 10X as they refined their targeting and spend allocation. The platform provides full-funnel visibility from abandoned carts to reengagement tools, helping brands optimize marketing efficiency over time.
Yes. Ekho's model is designed to keep dealers financially involved in online transactions within their market areas. Dealers serve as physical touchpoints and earn from online sales, preserving the relationship between manufacturers and their retail partners.
The AI Sales Agent is an always-on inbound sales rep that lives on the brand site across web chat and SMS. It greets every visitor, answers questions about vehicles, parts, and service, searches live inventory, pre-qualifies buyers, books consultations, and follows up automatically, handing ready buyers and financing questions to the team.
Yes. A large share of shoppers first reach out after the store closes. An always-on agent answers those conversations in real time instead of letting them wait, capturing demand that would otherwise be lost overnight and on weekends.
The two compound. The Sales Agent engages and pre-qualifies every visitor, then hands ready buyers to the online checkout that completes the compliant purchase, so more of the brand's traffic converts rather than only the buyers who already arrived ready.
Generic platforms lack the infrastructure for state-by-state franchise law compliance, vehicle titling, real retail financing, and insurance integration. They also exclude dealers from transactions, which creates compliance issues and channel conflict for manufacturers with existing retail networks.
OEMs can launch a fully compliant, nationwide online sales channel in weeks. Ekho handles financing, titling and registration automation, dealer alignment, and marketing insights out of the box, minimizing the operational overhead of going live.
