If you ask Lincoln Davis what’s kept Davis Service Center in business for 50 years, he won’t tell you it’s about flashy marketing or cornering the market on side-by-sides. He’ll point to something far simpler—and harder to replicate.
“It’s the way people are treated when they walk into your business,” Davis said. “We all sell the same stuff. What matters is the relationships.”
In 1975, Lincoln’s father, Glen Davis, left the city life of Houston, Texas, where he ran full-service gas stations, and moved his young family to Montrose. He started fresh—opening a gas station in the growing Western Slope town that would eventually transform into one of the region’s premier power sports dealerships.
It didn’t take long for things to shift gears. Later that same year, Suzuki approached Glen about selling motorcycles. He agreed. And with that decision, Davis Service Center began carving out its identity in the world of power sports.
Growing alongside Montrose
Like Montrose itself, Davis Service Center has grown and adapted over the decades. What started as a small operation across from what’s now the Ridgway Valley Enterprises building expanded steadily—adding product lines like Kawasaki, Yamaha, Honda, KTM, CF Moto, and most recently, the Italian brand Fantic.
In 1995, the business made a significant pivot, building its current facility at 2380 E. Main Street and exiting the auto repair business to focus entirely on power sports.
“It was the right move,” Lincoln said. “The automotive industry was changing, with Walmart and big tire chains moving in. Most of our staff was already focused on power sports, and we just leaned into that.”
Lincoln returned to Montrose that same year to join the family business, starting in sales before taking bigger accounts, then management. When his dad retired in 2006, Lincoln took over the reins—though Glen still drops by pretty regularly.
Outdoor playground year-round
Montrose and its surroundings provide a near-perfect setting for a power sports business. From single-track dirt trails on the Uncompahgre Plateau to snowmobiling routes in the San Juans, there’s no shortage of playground.
“This is an outdoor paradise,” Lincoln said. “You can go snowmobiling 30 minutes away, and dirt biking 10 minutes away—sometimes in the same week.”
Davis Service Center draws customers from across Colorado, thanks in part to Montrose’s location but also its reputation. While many sales are local, Davis said repeat customers from Denver and Durango regularly return for service and new equipment.
Anchored in community
Despite its regional pull, Lincoln credits Davis Service Center’s longevity to its homegrown roots. The business is deeply involved in the local community—supporting high school sports teams, purchasing steers at the 4H auction (which are then divvied up among employees), and sponsoring poker runs and youth programs.
Lincoln doesn’t downplay the importance of that support.
“The community has backed us for 50 years, and we try to give back as much as we can,” he said. “We know our customers, and they know us.”
Even when things get chaotic—like when a customer mistakenly took the wrong trailer from the lot earlier this week—the staff rolls with it.
“It took a bit of tracking, but we got it back,” Lincoln said with a laugh. “Just another day.”
Service drives the business forward
While Davis Service Center is well-known for its shiny inventory—side-by-sides, dirt bikes, and adventure motorcycles—Lincoln said the service department is the backbone of the business.
“Our service department is very strong. They definitely help support us in the the hard times, as well as our parts department,” he said. “We really try to focus on the people traveling who are broken down, plus our our regular customers.”
The shift in customer demand has changed the nature of the service work. Today’s side-by-sides are larger and more advanced—some models include heaters, air conditioning, GPS and power steering.
“The machines are getting bigger and more complex,” Lincoln said. “That means we need more space and better tools to work on them.”
Looking ahead, his next goal is to expand the service department to accommodate those changes. From four-wheel ATVs in the ‘80s to today’s family-sized UTVs, adapting to new equipment has been a constant.
The people inside the Building
Lincoln is quick to deflect credit for the company’s success. He points to his team of 19 employees—nearly double what the business had when it moved into its current location.
“I’m super grateful for the people we have within our walls,” he said. “We’ve got people who’ve been here for a long time, and I’ve got no problem hiring folks with skills that are stronger—or just different—than mine.”
He called out his parts manager, service manager, and office manager as critical to the company’s daily operations but emphasized that every role matters.
“I don’t have anyone here that I don’t want to be here,” he said. “Everyone’s got their strong suit, and they all contribute.”
A family legacy
Working alongside his father brought both challenges and rewards. “We had our good days and our bad days,” Lincoln said, “but definitely more good than bad. I still pick his brain when I need to.”
Lincoln’s wife, Jacqueline, has a successful career of her own, and while they don’t work together day to day, their ties to the community often overlap.
“Our lives are so different—we get to come home and actually have stories to tell each other,” he joked. “Maybe that’s the key.”
Looking down the trail
As Davis Service Center hits its 50-year mark, Lincoln isn’t slowing down. While there’s no second location yet, he hasn’t ruled out the idea—if the right opportunity arises.
“If I expand, it’ll be somewhere three or four hours away,” he said. “It has to make sense. I don’t want to compete with myself.”
In the meantime, Davis Service Center continues to do what it’s always done—treat people right, support the community, and keep machines rolling on Colorado trails.
“We’re just lucky,” Lincoln said. “Lucky to be in this town. Lucky to have this staff. And lucky that people keep coming back.”
Justin Tubbs is the Montrose Business Times editor. He can be reached by email at justin@montrosebusinesstimes.com or by phone at 970-765-0915 or mobile at 254-246-2260.
