All Seasons Motorsports unveils a state-of-the-art dealership in Cranbrook, British Columbia
Dalton Bullock and his team roll out a sleek, newly-renovated showroom that isn’t your typical rural dealership.
Dalton Bullock is taking All Seasons Motorsports to the next level.Kerry Shellborn photos
Big-city tech meets small-town grit at the new All Season Motorsports showroom in Cranbrook. Under the leadership of Vice President Dalton Bullock, the company has rolled out a sleek, state-of-the-art space that’s raising eyebrows and making a strong impression across the East Kootenay. From touchscreen customization tools to a full fleet of machines displayed indoors, this isn’t your typical rural dealership.
Bullock, who made the jump from major auto groups in Alberta to co-leading a family-run operation in B.C., brings a blend of professionalism, passion, and innovation to the local powersports scene. With a growing lineup of brands and a tech-forward customer experience, he’s determined to put Cranbrook on the map as a hub for riders, adventurers, and weekend warriors alike.
Let's start with who you are and what you do.
My name is Dalton Bullock. I'm the Vice President of our group of companies, overseeing Cranbrook Hyundai, All Season Motorsports, and Lethbridge Hyundai.
That's very interesting! Tell me about your career journey.
My background is in the automotive world. My father was born and raised in Cranbrook, but I grew up in Alberta, working at large auto groups across the province, starting in Edmonton and working my way south. In 2019, he had the opportunity to purchase Cranbrook Hyundai. I moved down here with him. We quickly built Cranbrook Hyundai in the new building, expanded into another Hyundai store, and then purchased All Season Motorsports in March 2023.
We built this building quickly to improve the community and provide better offerings for Cranbrook, which is the hub for the entire Kootenays.
That's a fairly big transition going from big auto groups to power sports.
It's similar, but the industry is different. Sales and customer service are very similar. In power sports, you have the addition of gear, accessorizing, and customization, which is more than in mainstream auto. The machines [sales] themselves are similar.
Tell me about your beautiful showroom.
We built it as an addition. Previously, there was an old building on a separate title. When we purchased the business, we also purchased that side building. We built a large addition, modeling it after big city stores. We wanted a lot of space. We have 34 machines on the main floor alone, so people can see them inside, not just outside in the yard. We achieved [what we wanted].
Tell me about the features for customers.
We've tried to be a technology-forward store. We're the second store in [Western] Canada with Polaris's largest image program, with touch screens and digital posters that update automatically. We're also working on Kawasaki's new program.
We're trying to set the bar high for Cranbrook, to give the Kootenays a modern facility.
We took what we liked from big stores and applied it. We wanted to stay at this location, where All Season Motorsports has been since 2008. It's great for the south end of the strip, which has been neglected compared to the north side.
The steel structure went up quickly, and then we spent time finishing the inside.
Walk me through the Polaris touchscreen.
It's a full build and price tool. It shows a 3D model of the machine with selected accessories, like windshields, cab kits, plows, and bumpers. Customers can visualize their customizations before purchasing. This is important in powersports, where people customize for work or play.
How does it feel to have your vision become a reality?
It's great. There were growing pains, working around construction. We're (adding some) finishing touches like pavement and fencing. We're planning a grand opening in May, after the pavement is done.
What product brand lines do you carry?
We carry Suzuki, Polaris, Arctic Cat, Kawasaki, and CF Moto.
And those brands were always at All Season?
Darren Pickering, the previous owner, had the first four. We added CF Moto with the new building.
That's new, coming from Hyundai.
Yes, it's unique to power sports. It's nice for customers to see multiple brands in one place and compare them.
How brand-loyal is your clientele?
It varies. Some are very loyal, and others, especially new customers, want to compare options.
What services do you offer besides sales?
We have a complete shop with experienced technicians. Our parts team has a large selection of gear and parts. We pride ourselves on our inventory.
What's the most rewarding part of getting the showroom going?
Seeing people shocked that Cranbrook has a building like this. They compare it to Calgary or Edmonton. It's rewarding to see people appreciate the investment. We serve the entire East Kootenay region.
Are you a rider yourself?
Yes, I do a little bit of everything: street bikes, snowmobiles, side-by-sides.
When did you start?
I grew up riding dirt bikes and snowmobiles. I ride more now with easier access.
What industry trends do you see?
More people are getting into side-by-sides, especially fully enclosed ones for year-round use. Technology is also evolving in snowmobiles and dirt bikes.
Any signs of electric in motor sports?
We offer electric side-by-sides. They have power on demand and less maintenance, but most people still prefer gas-powered.
Who's mostly coming into the showroom?
It's a huge mix. There are people for dirt bikes and snowmobiles, but side-by-sides bring in people for work, campsites, and sport riding.
Do you have a personal favourite ride?
I like motorcycles, both dirt bikes and street bikes.
Do you have a personal passion project outside the showroom?
The showroom was the big one. We want to grow the business and become the main hub for power sports. Cranbrook is growing, and people are moving here for the outdoors.
Anything else you want to share?
Our staff is incredible. They have a lot of experience and helped train me. We wanted to keep the good customer service and knowledgeable staff that Darren built, and expand it with newer facilities.
