GRAND RAPIDS, MI November 7, 2023 – Fox Powersports announced today that it acquired Peacock Limited from Jim Faiella. This acquisition adds Polaris and KTM to the robust Fox Powersports portfolio – increasing the division total to 24 of the industry’s most highly regarded powersports brands.
A mainstay in Lake County since 1973, Peacock Limited, located at 276 M-37, Baldwin, MI 49304, will now operate as Fox Powersports Peacock. Fox Powersports Peacock will offer the following powersports brands: Polaris, Can-Am, Sea-Doo, Ski-Doo, Yamaha, Kawasaki, KTM, Honda Powersports and Honda Power Equipment. Fox Powersports Peacock is adjacent to the Manistee National Forest in the heart of the Lake County Trail system. The location offers a unique off-roading experience for enthusiasts, which Fox Powersports plans to celebrate with a Grand Opening at a later date.
“Our vision is ‘Connecting people with their passion.’ We are excited to do this by expanding our presence in Northern Michigan and in particular, by adding the popular Polaris and KTM brands. Both of these brands have been on our radar for quite some time as they are highly regarded in the industry and will allow us to offer our customers the opportunity for many adventures,” said Daniel G. DeVos, Fox Powersports Chairman & CEO. “We want to thank Jim (Faiella) and his team at Peacock. They have built a culture that mirrors our own of putting people first. We are pleased that Jim has entrusted us with the business and his hardworking team. This has been a remarkable experience and I wish Jim and Sandy a happy retirement.”
The location originally opened in 1973 as a grocery store. The original owners (the Panetta, Haas and Fox-Blanche Families) added Husqvarna Motorcycles and then Honda Motorcycles in 1980. After adding Honda, the Panetta family sold to Jim Faiella. The location has since then had five expansions while under Jim’s ownership.
“This was a tough decision for me and my family. I have been with Peacock for over 40 years and have enjoyed it all. This industry is what you make of it and our top priority has always been taking care of the people and community. It was important to me to find a team that lives out the same passion and I know that the Fox team will do just that.” said Jim Faiella, Peacock Limited Owner and President. “I want to thank the customers, community, and employees for this crazy journey. Sandy and I have been privileged to be a part of your world since 1980 – this is not good bye but Bon Voyage.”
Fox Powersports Peacock will join the Powersports Division overseen by Regional General Manager, Tim Crawford. The Powersports Division includes the following locations:
- Fox Powersports (720 44th Street SW, Wyoming, MI 49509)
- Grand Rapids Harley-Davidson (2977 Corporate Grove Drive, Hudsonville, MI 49426)
Fox Powersports Peacock’s day-to-day operations will be managed by Assistant General Manager, Dave Gardenour. Dave has been a key team member of the Peacock family for many years and brings a wealth of knowledge and passion to his new role.
Fox Powersports hired all Peacock Limited employees, bringing the total number of employees in the Fox family to 2,175. This acquisition brings the Fox Powersports & Fox Motors portfolio to 45 locations in Michigan and Illinois, representing 49 powersports and automotive brands.
Fox Motors & Fox Powersports have been active in 2023. The acquisition of Peacock marks the fourth acquisition for the group this year. Fox Buick GMC and Fox Isuzu Truck in Farmington Hills, MI, and Fox Subaru Macomb in Macomb, MI were added in March. Fox Ford PreOwned and Service Center in Reed City, MI, was added in July and most recently Fox Kia North in Grand Rapids, MI was added in August.
About Fox Powersports
At Fox Powersports, our vision is, “Connecting people with their passion.” A division of Fox Motors, we currently operate three locations in Michigan and have something for everyone to enjoy. Our brands include: Aprilia, Arctic Cat, Can-Am, Ducati, Honda Powersports, Honda Power Equipment, Indian, Karavan Trailers, Kawasaki, Kayo, KTM, Motoguzzi, Piaggio, Polaris, Sea-Doo, Segway, Ski-Doo, Spyder/Ryker, Suzuki, Triton Trailers, Triumph, Vespa & Yamaha.
About Fox Motors
At Fox Motors, we treat others the way we like to be treated, because the golden rule in life can also rule in business. Buying a new or used car isn’t something you do every day, which is why we make sure the experience is a remarkable one. With 49 brands represented by 2,175 employees in 45 locations, there’s just one thing we want for you: only the best. Learn more at foxmotors.com.