If they are charging full retail how are they killing off competition?
The same way Wally World and similar Big Box stores force out smaller businesses. Huge selection, lots of promotion and once you've spent an hour wandering around in there, you feel like you HAVE to buy something just to justify the time you've wasted. Their close-out section used to be enormous and was reportedly a multi-million dollar business unto itself.
They also get huge discounts from the distributors because of their order size, so they not only can sell at full retail but they make more per unit sale. There's not a lot of margin in motorcycle stuff, plus there's a lot of pricing restrictions from the manufacturer. So a small dealer's discounting options are few because he pays more up front (smaller orders, less margin) and then bumps up against the MAP (minimum advertised price) policies.