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Redline’s had a fine year


Story and photo by Jim Larson
For the Butte Weekly

Things are right on track at Butte’s oldest snowmobile dealer. “We’re having a good year,” says owner Margie Fine.

Fine owns Redline Sports on Harrison Avenue, and her store carries all terrain vehicles and motorcycles as well as snow machines.

She attributes the dealership’s health in part to its longevity. “I’m a staple of Butte, I’ve been here the longest,” she says during an interview in her office at the store. Redline was established in 1962, and was Montana’s first Honda store, she says. The dealership carries Polaris and KTM as well.

 “The people of Butte love to play, and they are outdoors people,” Fine says.  Farmers and ranchers use her products too, she notes.

In addition to a strong market position, Redline has the personnel to take advantage of that high ground. Strong in sales, service and parts, the Redline staff has more than century’s combined experience. “My employees have been with me forever,” Fine says.  She attributes that loyalty to enjoying the lifestyle. “You have to have a love for it,” she says.

That enthusiasm apparently has to be instilled at an early age. “If you don’t start as a child, you don’t ride,” Fine says. Riding the vehicles that Redline sells is a family sport, she says. Customers pack a lunch and head out to enjoy the outdoors, she notes.

Keeping families safe is an important issue in Fine’s industry, and much of the Redline showroom displays safety equipment. In addition to a large inventory of safety gear, Redline offers classes in riding, maintenance, and avalanche preparedness. Fine notes wryly that the area hasn’t received much snow to go along with avalanche classes.

Weather is always an issue the owner says. She would prefer either sunshine or snow with nothing in between, she jokes.

One aspect of the business that weather doesn’t control is Redline’s loyalty program. Fine says that 300 of her customers take advantage of the program. Those who sign up receive notices about events, special offers and new models through email.

Find Redline Sports at 2050 Harrison Avenue. Call them at 782-9129. Find the online at

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